Engaging the media: Part I
By Leo Valiquette
My years as a business journalist have taught me a thing or two about what it takes to get the media’s attention … and what to do once you have it. There’s a process of engagement for which you should be prepared, but that doesn’t mean you should view it as a confrontation. It doesn’t mean war, as Bugs would say, but rather, opportunity. Here are 10 things to keep in mind, which I have divided into two postings.
1) It’s not about your agenda: If you’re a Microsoft or a Google, it’s easy to dictate the terms of engagement to the media. If you’re not, it’s a different playbook altogether. You have to offer journalists what they need when they need it, which takes research.
2) Sometimes, it’s spelled out for you: As my colleagues have discussed here before, many publications, especially niche players like trade or industry papers, plan out specific coverage of an industry, sector, trend or area of business development months in advance. It could be content for a section of a few pages, or to fill an entire issue. These “editorial calendars” can provide insight to when and how a particular publication may be interested in your story, or in your perspectives on the state of your industry. See Evaluating editorial calendar opportunities and When and how to inquire about editorial calendar opportunities.
3) Be flexible: Often, the best way to get exposed through the media is to be a source of comment on a particular area that impacts on your business. The journalist is looking for subject-matter experts for a story he or she already has in mind. I’ve dealt with companies looking for media coverage that wanted a corporate profile and wouldn’t settle for anything else. Rather than work with me to fill a particular need I had, they declined and gave up the chance for any exposure through the newspaper.
4) You can get whatever you want, if you’re willing to pay for it: No, that doesn’t mean that if you buy an advertisement you will get a story. Strike such blasphemous thoughts from your brain! if you insist on your message being told your way, subject to your approval, the journalist’s answer will most likely be “Our sales and marketing department would be happy to hear from you. Here’s the number. Bye, bye.” If what you want is an ad, then buy an ad.
5) A profile presented as an objective, impartial news story is not an oxymoron: If a journalist does decide to write specifically about your company, you have to understand that he or she, and their editor, will maintain control over the final product. At best, you can push for the right to double check facts and figures that the journalist will include in the story and verify any direct quotes from yourself or your staff that the journalist intends to include. For this to be a well-rounded news article and not a promotional piece, don’t expect you will be the only source, and that leads to the next point…
6) Do the right people know who you are? When a journalist writes about your company, what it does, where it’s going and the likelihood of it actually getting there, he or she needs sources. Sure, you may be tickled by the prospects for your brave new enterprise, but yours may not be the most objective opinion. The journalist will be looking for the third-party perspective of analysts who follow your industry and can provide a frank assessment of your prospects. So it pays to put yourself on the radar of the analysts who carry weight with the media and sell them on your company. Other sources could include your investors and even competitors. And don’t overlook the value of testimonials from happy customers.
To be continued…
