How To Follow Up -- The Magic Question -- Can you talk your way to PR
success?


Now that you've sent a fax or an email news release, once, twice, three
times, you need to realize how difficult it may be to get on the media's
radar screen, and stay on their radar screen, until they give you what you are asking for -- publicity.


You must use all methods of communicating at your disposal and within your
resources to keep barging into their consciousness. It is just like direct
mail and direct marketing. With most people they'll need to see your news
release seven times.


To get a thorough media response, keep sending stuff out and keep calling,
and recognize that the effect of media publicity is cumulative. Keep
calling five
to ten people a day is a must, or do what you can.


Learn what it takes to be successful. Do not sit back and wait for it to
happen. You must make it happen.


A fax/email news release or two will bring a certain level of response, you
need to call media that you fax to double or triple or quadruple the
effectiveness of each outreach. If you got six off the the first one by
itself, by calling you could get 12 to 24 easily. You have the list.

Here is a script which describes how to call.


So start calling. Keep calling.


First be prepared to call your target media.


Be familiar with your product or news release and news angle. Be ready with
the facts, have all materials near at hand. Be ready to fax information
immediately. Be ready to express media kit materials overnight.


Have your best thirty second pitch prepared and ready to go.


A good thirty second pitch goes like this, (which is a real-live pitch
courtesy of Bev Harris at Talion in Renton, Washington):


Hey, we've got a great new guest for the New Year: Edita Kaye is the most
popular female nutritionist in the USA -- she's hosted a 13-part PBS series, and is one of those rare guests who just sizzles on th air. You'll invite her back again and again. She dishes out tips to end "life in the FAT lane!" Her book, THE SKINNY PILL, is a blockbuster seller and her radio personality brings out the ABSOLUTE BEST BULGE-BEATING TIPS. She offers contests like "Tell us your fat story" and "FAX US YOUR BUTT" -- what can we do to get her booked on your show?


Practice your thirty second pitch ahead of time. Make sure you have it down
cold.


With your thirty second pitch and all other materials in hand and ready to
go you call your media.


You can call cold without having sent a press release, or call after having
sent a news release.


Many of my clients set up a schedule to call three to five media a day and
do nothing else. They find that cold calling media works very well.


If you do this, you create a prioritized media list and call the most
important media first. Then work your way down the list.


Most people call as a follow up to having transmitted a news release. If
you do this you must remember the following GOLDEN RULE.


Never ever say you are calling to see if they received your press release.


Media immediately detect a novice and will get very upset.


Instead, the magic question is this:


I've got a story about ----------------. (in three seconds).


Are you the right person to talk to about this story?


If they answer that they are not the right person, then ask the person for
the name and phone number for the right person. Get it, and then ask to be
transferred to the right person. Get the right person on the phone.


If you have the right person, your next question is:


Is this a good time? Can you give me a couple of minutes?


If no, ask when a good time would be. Then call back at that time.


If yes, then give your best 30 second pitch. Make sure you end your pitch
with:


What can I do to get booked on your show?


Your goal is to see if they will write a feature story about you or book
you for an interview and do a feature about you.


They may need help deciding.


So if they are undecided, continue asking them for the information you need
to provide them to get them to a favorable decision.


Make sure you offer additional information. Say:


Would you like additional information about this story?


If they say yes, get their address for an overnight package. And send your
media kit and all the materials they’ve asked for and they need.


If they say no, press for additional information. Ask them:


What would you need to do a feature on this story?


And listen closely for the editors needs. Think very hard about what the
editor says to you.


Your specific goal is to identify that special unique news angle and
readership interest that the media is looking for.


Take notes, develop the information or news angle, and then write the
editor back with the new material.


Then call and follow up to make sure the editor receives and acknowledges
the receipt of the material.


You need to be aware that you are entering into collaboration with the
editor as he or she writes the article. You may end up sending an editor
material several times, talking with the editor several times, and getting into areas where you are feeling lost and uncertain.


Media editors are very good at zeroing in on inconsistencies and areas of
weakness. Be prepared. Do not turn hostile. If you need to defer a
question, say, "I think I need to do some research and get back to you with the information about that question".


Be patient, be considerate, be as helpful as you can, be honest, and be
professional.


Just remember to give the editor what he or she needs. Do that and you will
get what you are asking for.


Free publicity.


If you have any more questions, write or give me a call.