Insights Into Marketing: On The Cover Of The Rolling Stone

Mitch Leff

June 1, 2008

I t’s a rare occasion when a client calls me and says, “I want to hire you to make sure we don’t get any media coverage about our company.” It’s not common, but there are a number of situations where avoiding publicity is the desired outcome. 

But that’s when you’re trying not to get covered. Last month I took a somewhat tongue-in-cheek look at the top 10 mistakes companies make that result in them not getting coverage for their products or services. So now we’ll look at 10 important tips that will help you get you on the front page … or at least on page D-10.

You’ll see a few themes flowing through this list: preparation, common sense and relationships.

1. Understand how the media works. Visit a newsroom. Watch a television show being produced. Ask reporters how they like to work, stories they want to write, favorite topics. Reporters appreciate PR people who make that effort. You’d be surprised how few public relations people actually take the time to do this and how amenable reporters are to meetings.

2. Research, research, research. Do your homework before you make a pitch (read, watch and listen). Understand what makes a story a good fit for the Atlanta Tribune, Fox5, WSB Radio or the Atlanta Journal-Constitution’s Living section (not to mention the publication you’re reading now).

3. Educate yourself. Take the time to educate the media about your client. Visit their offices and get to know them before you’re pitching a story. The time to get a reporter up to speed on your company isn’t when a crisis has hit; it’s the year before.

4. Preparation. Practice your pitch before picking up the phone or typing an e-mail. Write it down, rehearse with colleagues or friends, or talk to a mirror.

5. Think ahead. Be your own devil’s advocate. Anticipate why a reporter will say “ no” to your story and let your pitch reflect it. Have responses prepared for likely questions.

6. Sometimes it’s best not to call at all. Have the courage to tell your boss or client that their story shouldn’t be pitched. They’re paying you for your counsel, not to agree with them all the time. Not every tweak to a product is newsworthy. A reporter one told me he liked me because I didn’t call him that much, and that when I did call, the story must be a fit.

7. Be topical. Look for opportunities to tie your client into topical news.

8. Be a resource for the reporter. Help them with stories that don’t involve your company or your clients. The goodwill you create will help you long term.

9. Get used to rejection. Learn from the pitches that don’t work and make your next one better.

10. All about the relationships. Build a relationship with the media important to you that will last for years. You’re not just pitching today’s story. Think that’ll you’ll be pitching this writer for 25 years. Remember, today’s junior reporter will be the editor of the Wall Street Journal in 25 years.

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Mitch Leff is president of Leff & Associates. Listen to his bi-weekly podcast, Leff's PR & Media Spotlight, at www.btobmagazine.com.

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