Let’s assume you have a good story and a well written press release. Chances are sending the release to news editors or using an online service to distribute your release won’t get you media coverage. You need to cultivate a relationship with the media if you want their attention. Here are a few suggestions:
- Develop a media database of all the media outlets such as radio, television, and newspapers in your area. Make sure that your release is addressed to a specific name instead of “editor.”
- Study your media by reading, listening, and watching to determine the type of stories each journalist is interested in. You can also find this information on their individual bios posted on their website. Target each release to those reporters who are likely to find it interesting.
- Get to know local journalists. You can ask the journalist to share a coffee with you so you can get to know them personally. Also try sending a personal note volunteering yourself for future interviews on issues related to your field and then give them a list of hot topics.
- When you do get media coverage make sure you follow-up with a phone call or note to thank them.
If you follow these steps your press releases will get noticed. Hopefully, you will achieve the public relations ultimate goal of having journalists initiating contact with you.