Reporters love sources who understand their needs.
Getting a call from a reporter who wants to quote you as an expert for a story is a major coup. It means that your marketing efforts are paying off.
Who would blow such an opportunity? Unfortunately, a lot of people. Those who don’t understand journalists’ deadlines and needs are liable to be quickly passed over in favor of sources who do. That lack of knowledge can also rack up a lot of wasted time and money for those who take a shotgun approach with their PR efforts.
After working with journalists on a daily basis and arranging interviews for over a decade, I’ve learned what works – and what doesn’t – for them.
Here are a few of my top tips for becoming a favorite source:
Remember – many of them are working on tight deadlines.
They need to find someone immediately – meaning right now. People who aren’t accustomed to working with daily deadlines tend to think of “immediately” as “within 24 hours” or “sometime this week.” That won’t do for a reporter who has to report, write and file a story that same day. They may quickly move on to another source if they have to wait for you.
If a media contact wants to talk to you, make yourself available
I’ve had clients say that a particular requested day or time isn’t good because they’ve got a dentist
appointment scheduled or a trip to the park. If The New York Times wants to interview you; reschedule the cleaning!
Have high-resolution image of yourself available
Journalists often want an image to go with their story and that’s great for you – more exposure! So be prepared. High-resolution images of yourself and your company logo “if applicable” are a must. Instructing them to download the headshot from your website likely won’t meet their needs and requires extra work on their part.
Learn which reporters and editors might have an interest in your message
The automotive writer will have no interest in gardening tips. Likewise, the entertainment editor will not be interested about your business book. You should be able to find which journalists cover what beats by visiting the publication’s website or by doing a quick search on social media.
If an editor invites you to write an article or blog post, pay attention to the criteria.
If you’re asked for 450 words or less, don’t send an 800-word piece. They may request you focus on a specific topic, or write in a specific format, such as tips or first person. Follow instructions, make sure your piece is finalized, proofread and file on time. Early is better!
Being prompt, accommodating and reliable may also have some other benefits
You could become one of the journalist’s go-to sources. Or, you may get a call from one of their colleagues as staffers often share their good sources.