It can be so easy to get discouraged when reaching out to the media for editorial consideration. Rejection can be everywhere. Rushed conversations with writers on deadline. Unsubscribes to your email blasts. No response to your request for a meeting. And this is from people you’ve known for years. Relentless vision and a tough outer shell is imperative to success. Here’s what we do –
1. Define what success looks like from the beginning. Before you start. What is the goal? Is it a placement, review and/or mention in a defined list of earned media? What media is that exactly? Is it a mention in Wired magazine? A front of the book placement in Time? A new product review in Vogue? Now is not the time to be vague. Where do you want to be?
2. Get focused and develop a clear vision. Create your core list of media and influentials, those who needs to know about you, your client and what’s new.
3. Tighten up that list to the top 50 that matter most. Start at the top and begin connecting. Dial, tweet. post, meet and repeat.
4. Write less. Use powerful messages and images. Think like an editorial art director, not a features writer. Inspire with short and sweet points that pack a punch.
5. Deliver those key messages to the right audience at the right time. Use the communication tool that matters most to the individual you are trying to reach. Is the writer on Twitter 24/7? Then speak to them there.
6. Be pleasantly persistent. Be passionate. Be persuasive.
7. Technology can’t take the place of actual engagement but can serve to help you communicate in powerful ways. Use it to your best advantage. Don’t waste your time where reporters aren’t engaging.
8. Concentrate on a few uninterrupted hours of outreach to your list a day – to those that care about what you are promoting. Don’t get distracted. Stay on task.
9. Stay organized. Keep a running list of your progress to make it easier to pick up where you left off each day.
10. Answer questions promptly. Schedule interviews quickly and follow up daily.