Your Media Contacts Database

Your Media Contacts Database

Whether you keep your editorial contact information in an electronic database or in a Rolodex, your media contact information must be kept up-to-date. Editors and publishers come and go, reporters are reassigned to new beats, and publications merge, fold or redefine their roles and target audience. It is important to constantly update and stay on top of the changes your media contacts make. I suggest you review your media contact list at least every three to four months. By staying in touch with you rmedia list, you can find out if they have changed jobs or assignments and it gives you an opportunity to find new contacts to add to your list and pitch your ideas and stories.  
Here are some ideas for adding to and updating your contacts:

Write a Letter of Introduction

When contacting a journalist for the first time, a good way to start the relationship on a positive note is by way of a letter of introduction.  I suggest you do this before you send a media release or pitch a story idea.  There are of course exceptions and that is when the news is critical and timing is of the essence such as when you are tying your ideas into a late-breaking news story.  For most small business owners that will not be the case. 

When crafting your letter have an end-goal in mind. What do you want it to accomplish?  Do you know exactly to whom the letter should be addressed?  Your initial contact to be to the editor or publisher of the publication, a freelance writer or feature journalist.  Do your homework before sending the letter.  Your letter should highlight why this particular individual (and audience) would likely be interested in your story or idea.

Keep in mind that the main purpose for this letter of introduction is to begin a dialog and introduce you as the go-to person for your company or organization. Be sure to include all of your contact information in the letter including work, home, cell and business address and primary email information. Make it easy for the journalist to contact you. I also suggest if you include work and home phone numbers alongside you include the best times to call. If an editor has a deadline of say 8 am and you begin work at 9 am, chances that you would be a good source are slim.

Your letter of introduction should stress that your main purpose is to make the media’s job easier by being a good source of information, ideas and connections. This letter of introduction should be “what’s in it for them, not you.”

Reach Out and Touch Someone

Pick up the phone and call editors.  Find out who you should contact for your topic or interest area. A phone call establishes person-to-person contact, lends credibility to your public relations effort, and helps your contact to associate a name to the information she or he will ultimately receive from your organization. Taking a few minutes to connect by phone before and as a follow-up to a news release, not only draws attention to your organization but can also impart a sense of immediacy that may provide the edge you need to acquire editorial coverage of your story.

When making the call, always immediately identify yourself and your organization.  Ask if the editor is on deadline. If their answer is “Yes,” offer to call back in a day or two. Be sure to return that call when you say you will.  Editors never forget.   If the editor is not on deadline, begin with the purpose of your call.  Be brief and to the point.  Practice your introductory dialogue before you make the call.  Editors have limited time and deadlines.  If they have time to chat and further explore your offer, they will participate in the conversation.  Be prepared to answer their questions as to why you are calling, what’s in it for them, etc.  Do your homework.  Write down those questions and rehearse your answers until they are second nature to you.  

If the editor says they are not interested, ask if there is someone else on staff who would be interested in your information.

The Editorial Calendar

Check the editorial calendars of these publications on a regular basis. Magazines and other periodicals plan their issues two to three months in advance of the publication date, so you need to be prepared and proactive in making the connections and pitching your story. In many cases, editorial calendars can be found on the publication’s website. If not, you can call the publications advertising or editorial department to get a copy.  The editorial calendar includes themes and focus areas of each publication and can come in handy when pitching a specific story idea. 

For a list of media in your area, check out Media Tracker at http://www.publicintegrity.org/telecom/ .

MediaCalendars.com has database of 3,500 editorial calendars from major magazines and newspapers.

Remember to register for the media summit today so you can learn more great media marketing ideas – To register go to http://womensmediasummit.com/register/

Wishing you tons of Media Marketing Success… and then some!

Heidi

Heidi Richards, Founder & CEO
The WECAI Networkâ„¢