Keep on keeping on
By Danny Sullivan
I recently had a reporter come back to me to get a client’s comment for an article he was writing – a direct result of a previous conversation we had had about another story. It’s great when that happens, but all too uncommon.
Dealing with the media can be a frustrating experience. Perhaps you’ve developed a good story pitch and have managed to get a key reporter on the phone, but you get a response along the lines of, “Sounds interesting, but I’ve got too much on my plate just now. Keep in touch though.”
Sounds like a brush off, doesn’t it? But it isn’t. If you have done your research well, then you know that this reporter should be interested in your story and his request to stay in touch is genuine. The key point is not to give up on things after such a call.
It can be a challenge to maintain the motivation to keep checking back with reporters, but doing so is often the difference between success and failure. The media are a busy bunch, but if they’ve indicated interest, you just need to try and catch them at the right time. Don’t give up on a lead until you are sure the opportunity is gone.
