Getting Results from Reporters
Just as reporters are often the most direct routes to reaching the public, the telephone is your most direct route to reaching reporters. Initiating and responding to calls from the media is one of the most critical tasks in getting your organization’s issues and events covered.
Assume reporters are already busy when you call them. Open the call with, “Are you on a deadline?” If the answer is yes, ask for a good time to call back. If no, assume that you have only 60-90 seconds to “pitch” your issue or event.
Timing is everything. Mid or late afternoon calls are less likely to be returned because of deadline pressure. Morning or early evening calls allow for more leisurely conversations because these are “down times” for reporters.
Be organized before you initiate or take a call from the media. Have appropriate background materials, data, and other contact names and numbers available at your fingertips. Have an event explanation ready as well.
Offer to fax or send follow-up information. Be prepared to re-send press releases or advisories as a reminder.
Always call a reporter back as soon as possible. If you have 20 phone messages, call the reporter back first to ensure the best possible chance of obtaining media coverage.
