How to prepare for your call to the media

You have a story, or you think you do.  You've prepared a press release and have your angle. Now you are ready to ring the press - or are you?

One of the main things that I still have to remind myself about is to ‘be prepared’.  It’s so easy to rush into a call, with enthusiasm and what you think is a fun approach. But if you are not careful you’ll be wasting the editor’s time, your own time and worst of all – fudging the opening of an important editorial relationship.

This involves careful thought – taking a quiet moment to really get to know the publication you are about to ring.  Look at all the background you can get your hands on – including the editor’s background and track record if you have access to a media database.  Where did they work previously – what will their particular interest be, how well do they understand the market?  Are you a beginner, compared to their years of industry experience? 

How can your client's business fit in with the magazine’s ethos, aims and editorial layout?

Look at the forward features schedule – is there a feature planned in the near future to which you could offer an angle that ties in with your client's work?

In a nutshell – how can you help the editor? 

Get the basics right – what’s the editor’s name, how is it pronounced?  In case the editor is currently away from his/her desk, make sure you have the name of a deputy or the editorial assistant so that you can ask to speak to them instead.

Once you have your ideas lined up, and you know a little about the publication, you have to be relaxed and prepared for whatever reaction you may get.

Introduce yourself clearly, confidently and briefly.

ALWAYS ask if the editor has a minute or two to talk right now. They may be on deadline, or in mid-flow of another important topic. 

If you are given time and can say your bit, do so concisely and clearly, explaining why you are ringing and why you feel this may be of interest to the editor.

Some of these comments were first published in an article written by @daneyparker http://ow.ly/5oBMU for @therealprmoment. http://www.prmoment.com/.