Tip #10: Become a News Media Expert
10 Expert Tips to Get Started by Craig Clark | Clark Communication
Ever wonder why the competition is regularly featured as a source for a story in local news stories? Confused as to why the media never contacts your organization? Want to change all that? Here are some simple things to consider if you want to be positioned as a content expert for reporters:
1. Determine the topics you feel comfortable doing an interview about with little to no prep time.
2. Write them down for your PR person to review. Don’t have a PR person? See tip #10.
3. Work with your PR person to identify which news media outlets, and specifically, which reporter(s), would be best to establish a relationship with.
4. Coordinate a ‘meet and greet’ or ‘re-acquainted chat’ session with that reporter. Perhaps it’s just coffee or brief phone chat. Explain the topics you feel comfortable being interviewed for and ask what they are looking for from interview sources.
5. As a follow up, send a thank you note with the topic list, and include your business card with direct phone number and email.
6. MAKE YOURSELF AVAILABLE! This is the biggest reason reporters don’t call you a third time. You have minutes, not hours or days, to react to their inquiry (or pitch from your PR person).
7. Monitor the media. Follow the stories that each reporter seems to have an interest in. Alert your PR person if there is a trending topic that you feel comfortable interviewing about.
8. Stay in touch. Have your PR person send the reporter a “did you know” email or provide a link to a white paper you wrote on the same topic. This helps the reporter understand that you’re following them and their stories, and you can help contribute next time.
9. Be patient. Just because you’ve done all the above doesn’t mean the reporter is suddenly going to be calling you every day. They have strong relationships with other sources, so it takes a while to win them over.
10. Consider working a PR person who has strong relationships, media-savvy, and insights into earned media.
News media are regularly looking for solid, media-savvy sources to comment on breaking news or trending topics. The more you can engage with key media and learn what they’re looking for, the better chance you have of becoming a “go to” source for particular topics.
Ready to get started? Meet Craig and hear more insights from top West Michigan media professionals at the upcoming Meet the Press event.
Craig Clark | Clark Communication
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