How to Get Press Coverage

Strategic Media Relations

Finger Lakes Media Strategies

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The Insider -
Roadblocks to Press Coverage

Using The Advertising Philosophy
to generate news coverage...

Gadabout Transportation Services
used it to garner t.v., radio and
newspaper coverage on two
different occasions for two different
stories.

Courtesy: Ithaca Journal

Courtesy: News10Now

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Contact Us today to discuss how
our experience and proactive
approach can provide solutions for
you and your organization.

Press Releases...

Effective press releases do more
than just generate news coverage,
they can help shape your public
image. read more...

Your press kit...

Jay Conrad Levinson, The Father of
Guerrilla Marketing, has some
great ideas about press kits.
read more...

Shattering P.R. myths...

Marc Jampole of Jampole
Communications in Pittsburgh hits
the nail on the head. read more...

159 Snyder Hill Road
Ithaca, NY 14850
607-280-3840
info@flmsmedia.com

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Most people run into roadblocks with press coverage because of a few
simple things that they can easily adjust. If you've hit a roadblock, try
these tips and you'll be well on your way to effective press relations...

Contacting only one or two news outlets with your story. If those
outlets aren't interested, you won't get any coverage. Contact as
many news outlets as is appropriate for the type and importance of
the story you're pitching. Use the FLMS Advertising Philosophy.

Telling a reluctant reporter or editor your story is getting coverage
elsewhere in an effort to entice them. News outlets don't make
decisions based on what other outlets are reporting. They have
their own priorities. Better to offer other story ideas, or ask what
other angles they might be interested in and pursue those.

Not following up on a press release. Following up on a press
release is fine, as long as you don't make a pest of yourself. Wait a
day or two, then follow up with polite e-mails or calls. Avoid calling
broadcast news outlets during the times of day when they're on the
air or about to be. Call between 9:15 a.m. - 11:15 a.m. and 12:45 p.
m. and 4:00 p.m.

Saying too much during an interview. Consider yourself on the
record from the moment you say hello to a reporter until after
you've said good-bye. Everything you say is fair game, including off-
the-cuff comments. Saying too much can dilute your main message,
trigger questions that put you into crisis control mode and
increases the chance of inaccuracies in the final story. Stay
focused on the topic and give short, complete answers..

Sending out the same press release again and again. If it didn't get
picked up the first time, even after you followed up, don't send it
again. The news outlet isn't interested and you'll devalue yourself
in its eyes, making it harder for you to get coverage the next time,
when you have something they might otherwise be interested in.

Holding a long, drawn-out press conference. Reporters cover
several stories every day. Respect their time. Keep your press
conference short and to the point. Use printed hand-outs to cover
the finer details and background information. Keep that information
to a minimum, as well. Bullet-point it and use short paragraphs.

Calling a press conference for a minor matter. A press conference
never increases the importance of a story in the media's mind. The
church bake sale is still less important than the Governor's
resignation, even if the Governor only sends out a press release
and the church is holding a press conference. Press conferences
should only be called for truly important matters.

Not returning a reporter's call quickly. News people work on quick
turn around times. They also typically work on several stories at
once. Call back as quickly as you can and definitely on the same
day. Otherwise, you run the risk of an inaccurate story, your side
not being told, or a lost opportunity to be quoted as an expert.

Trying to advertise in a press release or news interview. Avoid this.
A legitimate business expansion that means more hiring or the
introduction of a new product can be news. Keep your press
release and interview answers informative and explanatory... Stay
away from statements that sound like sales pitches.

Sending out a press release and not being available to take press
calls afterward. Amazingly, people do this. They send out a
release, then immediately take the next day off or even go on
vacation. To a reporter, this is like putting screen doors on a
submarine. Be available in the few days after you send a release
out. A call for an interview or clarification means a bigger, more
prominent story with less chance of mistakes. Be available.

If you're still running into roadblocks with your attempts to get press
coverage, C ontact U s and we'll help you find solutions to the situation.

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