Page 70 AUGUST 2018 | RETAILERS FORUM MAGAZINE
You telephone the assignment editor at a TV
news station to see if a crew will be covering
your event. You get the perfunctory, "What was
that again?" and who, what, when, and where
questions, but no one shows up.
How do those savvy in media relations break
down the barricade of "no thanks" and noncomittal responses
that stream endlessly from
the media? They treat them like colleagues and
professionals and get to know them as people.
They look, watch, and listen to learn who's
doing what. They become genuinely interested
in the stories covered, as well as their media
contacts' career tracks. And, when timing is
right, they invite them for lunch or for coffee
and, as they break bread, they banter about
story ideas - some self-serving, many not.
It's not what you
know, but who you
know that counts
when it comes to
media relations. Count
it a privilege whenever
you get the opportunity
to get to know a
reporter, producer, editor,
news director, or
program manager on a
personal basis. Display
integrity, a nose for
news, and a commitment
to stories that
will interest their readers, viewers, or listeners.
Your chances of getting coverage increase once
a media rep can match a name with a face.
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