Advance Work

1. What's the "news value" of your company, product, service, book, story or solution? What information can you deliver that will benefit the viewer, listener or reader? How will your news or advice help the audience? Why would anyone care? Will it improve the condition of their lives? Or does it add an entertainment value?

2. Listen to the radio and watch the TV talk shows and news programs prior to appearing on them. Read the publications you're targeting to feature you, your business or product. You'll get a feel for where your message or story best fits and in which medium before you contact the media.

Who to Contact

3. It has never been easier than today to research the media, thanks to the Internet. Check out the web sites of where your story or news fits. You will find contact information and sections and segments such as lifestyle, financial, health, sports, etc. for your targeted audience. Read the bylines of reporters who might cover stories in your field. For instance, if yours is a business story, check to see who writes the business columns. Many times you'll find an e-mail address at the end of their articles.

Making Contact

4. Find out if they prefer to be reached by email, phone or mail. Don't just "fax the facts." The majority of people we talk with in the media don't want to receive faxes unless they request that you fax some information.

5. Find out when their deadlines are. With the exception of morning programs, generally earlier in the day is a better time to make contact unless it is a breaking-news story.

Materials

6. Do you have material to send if it is requested? When asked to send something about your pitch… is it ready right now? You don't want to wait a week or two to prepare it or two months for your book's release. They will have forgotten about it.

7. Always be respectful of a reporter, an assignment editor or a producer's time. They are busy. The news business is 24/7. Unless you are in high demand for interviews, don't expect them to be sitting around waiting for your call. You're working on their clock.

8. Make sure your web site is up-to-date and not under construction in case they want to take a look at it. Whenever you send something to the media, include all of your contact information on everything.

The Pitch

9. In a pitch letter, on the phone or in an email be brief and brilliant. Get to your point quickly. Don't waste time with sweet wonderings. Focus on clarity and creativity.

10. Come prepared with story ideas. It isn't up to the media to find the "news" or the angle in your pitch. They will appreciate your help in producing the story, which might include additional resources, location suggestions or product demonstrations. Good luck!

Tips provided by Judy Jernudd, CEO of Startegic Media, and author of Media Star Power.