Any press may be good press, but good press is even better. Yet, how do you stand out among your competitors and catch the attention of journalists? The traditional route is to pitch your story directly to reporters and hope it’s compelling enough that they’ll bite.
I got some tips on how sources can improve chances of being noticed when responding to queries from journalists.
1. Be Fast
Speed matters when it comes to catching the eye of a busy journalist for two reasons. First, he is probably operating on deadline, so getting connected to a solid source quickly is important. Second, there are a huge number of other qualified sources trying to catch his eye at the same time.
Respond as soon as you see the query and well before the deadline. Once a reporter has what he/she needs, he doesn’t usually continue sifting through query responses. Being quick is also the number one piece of advice from HARO founder, Peter Shankman.
2. Be On Target
One thing all journalists universally hate is having their time wasted. Make sure your pitch is on target. Journalists are looking for sources that match their needs, not people who maybe, sort of, might have some expertise in a kind of, semi-related area.
Don’t respond to a query unless what you are offering is truly a fit. Responses need to be kept to the point and devoid of fluff, but still full of relevant information. The trick here is to still keep it short while including the pertinent info.
Colorful examples, links to fitting images, engaging background briefs and on-target experts with clout, character and ready accessibility all help set you apart.
3. Be Honest
If you offer an executive for an interview, make sure you can deliver. Reporters don’t have the time or patience for your CEO to somehow now be on a plane to Rome and have only an assistant VP able to chat.
Coming off as dishonest is the best way to sour what could have been a long-term relationship with a reporter. If a journalist doesn’t think he can trust you, there’s very little incentive to ever quote you (or your client) as an expert in the future.
Many sources see every journalist lead as an opportunity to finagle their way into publicity, jazz up their client reports or nurture new contacts. Leads can offer all of these, but only if you tackle replies with transparency and sincerity.
4. Be Personal
Remember that when using these types of source-matching sites, yours is likely one of hundreds of responses that the reporter has received. Sometimes a personal touch goes a long way toward making you stand out from the crowd.
A well-written, personalized and targeted response where there is a clear fit will get you noticed. Similarly, Google journalists before pitching them to familiarize yourself with what they write. Check out the style of their stories and how they typically present info and mimic that in your pitchs.
5. Be Precise
Many sources see every journalist lead as an opportunity to finagle their way into publicity, jazz up their client reports or nurture new contacts. Leads can offer all of these, but only if you tackle replies with transparency and sincerity.
4. Be Personal
Remember that when using these types of source-matching sites, yours is likely one of hundreds of responses that the reporter has received. Sometimes a personal touch goes a long way toward making you stand out from the crowd.
A well-written, personalized and targeted response where there is a clear fit will get you noticed. Similarly, Google journalists before pitching them to familiarize yourself with what they write. Check out the style of their stories and how they typically present info and mimic that in your pitchs.
5. Be Precise
Make sure your responses are accessible. No reporter has time to sift through a wordy or poorly composed pitch to try to find that nugget of expertise or the unique perspective that you might be able to offer. Craft a response that is straightforward and to the point and you’ll increase your chances of being tapped as a source.
Make your reply easy to scan with bullet points and rich context. Rather than bulk up an email with attachments that call for an extra step to open and review, links are handier. Keep your response lean yet workable, colorful yet specific. Look for niche services that tailor to specific beats to up your odds even more.
Make your reply easy to scan with bullet points and rich context. Rather than bulk up an email with attachments that call for an extra step to open and review, links are handier. Keep your response lean yet workable, colorful yet specific. Look for niche services that tailor to specific beats to up your odds even more.
What other tips do you have for being a good source? Let me know!
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