Learning how to pitch the media can be one of the most helpful things you can do. It will help you become their friend, and their “go to” person when they are in a bind.
Be Prepared for Last Minute Interviews
You may get a call from an editor at 4:00pm from a national magazine wanting quotes for a story due by 4:30pm. A TV show may expect you to fly out and be on the air the next day. If you’re not willing to ‘drop everything’ for opportunities, then publicity is not for you.
Treat the Media Like a Boss
In any coverage situation, the media is in control. They can change interview times. They can decide not to use your quotes or your product in a feature. Their job is to put out the best possible stories and they are not concerned whether your business gets exposure. Do not be difficult. Cater to their needs. Understand if you don’t fit into a particular story. If you want to control a story or insure your product is featured, then you must use paid advertising.
You have no control over what they say.
You may be featured along with three or four of your competitors in the story. They may do a review that turns out unfavorable. We cannot proof read an article for those print. You can’t force them to include your biography for complete information. Understand that free publicity means zero, or how they will portray you in this.
Become Someone the Media Will Love
Put some time and effort into media training. The media want guests with charisma! Practice providing information in a clear, concise and compelling manner. Your goal is to become a go-to expert, study other correspondents or regular guests. Listen to their soundbites and watch their presence. How can you infuse your unique qualities into becoming a guest the media will love?