Leveraging the power of media to grow your business is an investment that can pay attractive returns.
A few column inches in a newspaper or a three-minute interview on your local TV or radio station offer a rewarding opportunity to get your company name and services noticed by your target audiences. More importantly, by being quoted in the media, whether via print, web or broadcast, gives you and your firm the most powerful third-party endorsements. However, just like with any other type of investment, your strong commitment is required.
Making yourself readily available for an interview is crucial for getting quoted. Because of the enduring crisis affecting the editorial industry, the workload of reporters and editors has grown exponentially forcing them to work on stringent deadlines. Consequently, my recommendation to you is to make it easy for journalists to interview you, as they do not have the time to track you down. Most importantly, don’t forget that reporters can effortlessly reach out to many other advisers willing to bend backward to make themselves available and get that media exposure for themselves and their practices.
While I encourage you to read my blog post, Turn an Interview into a Memorable Experience, to learn how to prepare for an interview. Here a few suggestions on how to make yourself available to the media:
- When you pitch your story idea or insights to a reporter, provide at least two different phone numbers where you can easily be reached, as well as your email. If you actively monitor your social media accounts, you can offer your Twitter or Facebook handle and ask to be contacted through these platforms.
- After you’ve reached out to the media, alert your office staff that any calls from the media must be promptly and appropriately handled.
- Instruct your receptionist and/or associates to unfailingly take note of the reporter’s name and phone number, the topic(s) she’s interested to talk to you about, and of utmost importance the reporter’s deadline, prior to routing to you her call.
- Make sure that your outgoing messages on both your landline and mobile phone clearly state an alternative number where a reporter can reach you.
- When you expect a call from a reporter, frequently check your voicemail and email, even after hours. Especially following an interview, a journalist may call you back to pose additional questions, obtain clarifications or to conduct a quick fact check prior to filing her article.
- From your very first interaction with any reporter, ensure that his name and contacts are entered into your database, so that when you need them, they are promptly accessible.
Questions and comments are always welcome, as well as sharing of your personal experience with the media.
i-Impact Group Inc.