Tips to winning over Journalists to gain Coverage

June 28th, 2012

Happy half way through 2012!!

Wow has this year flown by, but not before we at MBT Media were able to make some huge strides in both performance, awareness and growth. In just the last 6 months we have added 4 new partners including CashMoneyLife and PTMoney. We also had the opportunity to speak at this years invite-only CUNA conference in San Francisco to the top 100 Credit Unions with assets of over a billion dollars and in September you can hear us share our experience on how to connect with top journalists at FINCON 2012 in Denver.

While we don’t want to ruin our presentation, we recently had a similar conversation with on of our partners and figured it would be worth sharing a snippet of what we had to say.

Getting a PR agency can be expensive and unless you have a strong story or voice it can become useless very quickly. So for those ready to handle it in-house, here are a few techniques we have learned over the past few years.

ONE: When it comes to PR its all about networking. Maybe we have the advantage of being in New York, but you almost have to treat networking as sales, and using services like LinkedIn can be extremely valuable. In our case, we look to our own attitude on networking and therefore would focus on writers that were established but still young.

As much as those in their 20’s are tech focused, writers in their 20’s seem to be more open to cold calling, though the approach could be phone, email or social methods.

TWO: Once we identified these individuals we would find stories we could comment on and would email them directly with some additional thoughts as well as give them tips on things that we knew they would find interesting, but maybe hadn’t thought of.

THREE: Consider going big right from the start. We went big and after the third quote from an leading publication, others quickly followed. As they write a similar story for their publication they, much like the first reporter are required to have an outside point of view.

FOUR: Be ready for when something breaks. Or as journalists called it New Jacking. We always write a POV and blast it. Reporters seems to follow a formula for their article which will usually include:

  • A Hero = consumer or those affected
  • A Bad Guy = big corporation (in most cases)
  • An Authority = YOU from yourwebsite.com

If your really luck you can supply all three and that makes the pitch that much easier.

Well, we will be sure to share additional insights after our presentation in September, but hopefully these four points can help you grab some additional coverage over the summer and beyond.