Media Likes News Release: Now What?

Tips on How to Get the Best Publicity from a Reporter’s Call

You’ve sent out a news release, and a reporter calls for more information. What do you say that will lead them to write an article?

First, find out what aspect of the release caught their attention, answer their questions, and then ask a few of your own. For instance, would they like to come out for an interview? Would they like photographs? Do they need to talk to others about the story? In short, be as helpful as you can.

Reporters are often rushed, so be flexible in providing them information. If they need to cancel an interview at the last moment, be understanding. If they seem disorganized, don’t hesitate to send them the same information you gave them two days ago.  

Many businesses seek favorable news coverage because it amounts to an endorsement from a respected source that goes to thousands of people. If you want that kind of publicity, it is a good idea to make the reporter’s priorities your priorities.

Beyond the release

Beyond that, the best way to pull a reporter in is to be fully prepared to expand on your release. Draft three key talking points of 8 to 15 words apiece, based on your news release.  Be sure to emphasize those points by mentioning them several times during the main interview. Think of how you would talk to your neighbor and keep your key points as simple as that.  

Be aware of the type of media outlet that is interested in your story. Broadcast reporters like simple, short, punchy comments that will sound good.

Print reporters can go more deeply into topics, so be prepared to be responsive without losing sight of your talking points. It may be possible to “bridge” back to your topic when a reporter veers from it by saying, “That’s an interesting question, but first it’s probably important for your readers or viewers to know….”

If you don’t want it in the news, don’t say it

hile a reporter may be friendly, he or she is not your friend. The reporter is a professional involved in a business transaction where the medium of exchange is information, not money. Keep in mind that anything you say can end up in a news story, even bad jokes and embarrassing characterizations.

A key pitfall in interviews is talking too much. Eager for their story to be told, many businesspeople will go into too much detail, confusing reporters. Consider sticking with your key points until a reporter asks more detailed questions. Even then, let the questions tell you how deeply to go.

Practice – don’t be surprised

It may be worthwhile to practice giving an interview. Ask a coworker to quiz you about the release, asking easy and tough questions. Even when a reporter is planning to do a neutral or friendly story, the good ones will always ask a tough question or two, possibly about overall industry problems, how much you make, etc.

Don’t get defensive, but don’t give information unless you want to. If you decline to answer a question, give a reason. Reporters get turned down every day, so getting refused is routine for them. However, they do like to know why.

After the interview

Once the interview wraps up, give the reporter your cell number for follow-up questions and ask when you can expect to see a story.

And when the article comes out, don’t be discouraged if it isn’t as favorable as you hoped. It will look pretty good to most people, including potential customers, business associates and your neighbors.

(Written for Suite101, an online original-article web service.)