Nurturing Media Contacts and Building Relationships
Just because you sent out a kick butt media kit, it won’t mean jack unless you follow up.
These are the folks that can make you famous, or a least better know. Get chummy with
them.
Always make a follow up call or at least an email to ensure your kit and/or release
was received, but always always respect their time. When calling, simply ask if it’s a
good time to talk briefly. Ask if there are any questions you can answer or if anything
wasn’t clear.
When you have a story idea, pitch it first, don’t just send it off. A pitch letter is a briefletter or email that explains the story concept and why it’s important to readers. If you re-
ally want to get their attention, invite them to lunch (on you) to discuss their needs more
than your needs. Be a resource. When possible, arrange for press passes to shows.
Odds are, your first few releases won’t make it into the publication. It takes time for
them to realize that you’re a good, solid source of news. When that happens, you’ll start
to see your name in print. Give it some time. Be consistent, but not a pain in the
hindquarter. Remember, you need them a lot more than they need you.
Crafting Quality Press Releases
Most press releases are vain ramblings about the wonders of a company, band or other
entity. They’re also boring. As I’ve mentioned a few times, people want to know what’s in
it for them. Sad, but true, nonetheless. So, your press releases need to engage and tell
your story.