I find it amazing that people ask me, “Why should we spend time understanding the media? Or learning about pleasing the media? Aren’t they there to understand and to please us? “
Media seekers are spoiled by experts who tell their audience that the media has lots of empty space and air time, and they need lots of copy to fill it. And, if we provide them with branding, marketing and publicity material they will report on it. That we can just sit back and rack in the big bucks from all the coverage they will get.
This is not true. If your information doesn’t fit their audience they won’t cover it. If your subject matter is not interesting or timely, entertaining or empowering, emotionally charged or controversial, why should they take the chance of losing their audience? Just because you were told they need to fill up the space? They don’t need to fill the space. They need to attract and keep readers who will buy from the advertising pages.
The more you know about the individual media, about their expectations, needs and requirements, the better your interaction will be. The more coverage you will experience. The more exposure you’ll get for your branding, marketing and public relations efforts.
My advice, learn everything you can about the inner workings of the media mind. In other words, heed the saying, “when in Rome do as the Romans do.” Knowing exactly what is their job is critical for getting done what you need them to do for you. Understanding this will keep you out of the fire and off the list. The “I will never talk to them again” list.
For my 8 audio series Your Ph.D. in PR, I interviewed 100 media people on what were their pet peeves about a person pitching them a story. What didn’t they like or want to hear” And what wouldn’t they stand for? What got their goat? What aggravated them about the people on the other end of the phone, a letter, an email?
The following quote is from a journalist who prefers to remain anonymous. I think his statement sums up this matter of understanding and pleasing the media. “I am not in the business of providing a free ad or promotional service for anyone whether I know them or not. My job is to write a balanced, compelling story with news value for my readers. I am more interested in issues of impact than image, and if you give me that, then and only then can we strike a deal “ (tabloids and shock broadcasting not included.)
And now, for the million-dollar question. Do the media like to form relationships with people who are pitching them? What I have learned from my many years in the business of obtaining successful PR, branding, marketing and public relations is that the media’s definition of a relationship is, that they are interested in you playing your part. This “part” is understanding the media and pleasing the media. Doing it professionally, with dignity, and with competency. In short, media people are not interested in being your friend. They appreciate you if you send them great resources. They appreciate it if you don’t whine for coverage. They appreciate it if you bring them something or someone that will attract and activate their audience.
Another great question involves asking what’s the rule of thumb for inviting the media out to a meal or a drink? This policy of dining rests solely on the whim or personal preference of the individual media person.
There is a sign above the desk of one of the media I interviewed. It says, “Lunch Yes. Lunch with the media, NO.” My message to you is Caveat Emptor, which means Buyer Beware. Or in this case, diner beware.
And yet there is another side to this dining table. It is a widely known fact that to get the media to an interview, a performance, a media junket or a media conference is, to paraphrase a famous movie, “feed them and they will come.”
And another part to the puzzle includes media who prefer to do the interview over a meal because it takes them away from the office and its interruptions. Conversely I have known media who shudder at any thought that involves having a face to face with anyone, but most of all someone who wants to pitch them a story idea. And there are those that will always refuse your request to share the dining experience if you are looking for a correction or your intent is for changing their already stated position.
So what’s the bottom line to understanding the media? What you need to know is that the media are there to please their audience and their editorial bosses, not you. The ultimate concern of any media outlet is advertising dollars. Advertisers want to be where there are numbers, which translates to readership. Growing a readership comes from compelling or entertaining editorial content.
Understanding the media, pleasing the media, is giving them what their audience, editor, and advertisers want. If you do this you are the ultimate in being media savvy, and the decision makers will embrace you with open arms. Open arms means successful PR. Successful PR contributes to branding success, lots of publicity and marketing and ultimately makes you a star at relating to the public, or as we say, doing public relations.
Let’s talk about what topics make the media open their arms and say yes to giving you coverage.
Their display of open arms is about you understanding the media’s wants, not needs and the readers wants, not their needs. But the only way to get your branding, marketing, PR, publicity and public relations needs met is to satisfy the needs of the publisher. Their needs include successful PR stories that sell advertising, which brings a readership and audience in the door.
• Timeliness. Current events or tie-ins to what is happening.
• Crisis of any kind, animal vegetable or mineral
• Emotional subjects
• Controversial subjects
• Entertaining subjects
• Problem solving topics
• Subjects that fill a need, solve a problem
• Subjects that fill a void
• Subjects that heal
• Something the audience doesn’t already know
What makes the media say no to coverage?
• Treating the media as second-class citizens
• Assuming they are there to do your bidding
• Not taking into consideration that they are busy
• Not caring if they are on the other line or interrupting them
• Taking them off your mailing list when they are unemployed
• Thinking you are their best friend and that they are yours
• Thinking that just because they wrote on you before that they will do it again
• Thinking that what you have to offer is just the best thing next to sliced bread.
How do you learn how to please them and give them what they want?
Study their shows, columns, features. Know how they think and what they’re looking to give to their audience. This knowledge will put you on equal footing in each and every phase of the dance when you write your releases, pitch letters, and do your follow up.
Most importantly, send them a thank you note. For print, I copy the article, circle a particularly interesting point they’ve made, and comment favorably and graciously. For radio and TV I send a note.
It’s not that they are expecting a thank you note, and it certainly isn’t mandatory, but it is appreciated. More than one member of the media has told me that “it’s my job, and yes, the thank you is appreciated.”
You know the drill, do unto others as you would have done unto you. In other words, treat them as the human beings they are, not only because they deserve it, but also because they have a long memory.
