Following up my last post on how bloggers can get media publicity, I plan to do a series wherein I can do actual interviews of successful bloggers who are featured in the media and get tips from them. This can also be interviews of company spokespersons (some nice media smart people I have provided PR services to).

I was inspired to do this by this good interview of Chris Winfield, President and Co-Founder of 10e20 who has been covered in publications including USA Today, Wall Street Journal, and New York Times. Chris has been able to achieved all these without having to pay any PR firm, the post says.

He said ‘The first time that SEO was ever covered in USA Today, I was in that article. The couple of sentences I had lead to accounts with two Fortune 500 companies and probably about 25 other clients.’

He also shared some tips on how to get media publicity. These include:


* The first thing you should do is figure out what your message is and where you want to be covered.

* Then you want to create a spreadsheet with a list of the newspapers, websites, trade journals, etc.

* Then identify the specific reporters that write on the topics you want coverage for

* Get their contact info. Sometimes it’s a simple as looking at the bottom of one of their articles (for example – The Wall Street Journal look at the bottom). Sometimes you have to get creative (Google searches, LinkedIn, calling the media outlet)

* Make contact with the reporters. Read some of their work and send them an email letting them know how much you ‘enjoyed their latest piece’. You will be shocked at how quickly most will respond to a simple congratulatory note. When they write back, tell them what you do and let them know ‘you are here to help them in anyway you can.’

* Once you have built your media list and made initial contact, start contacting the reporters when breaking news happens with your own unique perspective. Make sure you keep it short and sweet and always include your short bio.

* When you talk to a reporter for a story, always go above and beyond. When you get off the phone with them, send them follow-up info via email (links to research, supporting materials, etc).

* With this you become indispensable to them and this will lead to a strong relationship and introductions to other reporters and bigger press opportunities.

Good piece of information here for budding spokespersons:

Be prepared. When you get on the phone with a reporter, make sure you know the subject inside and out.

Be friendly and energetic. Sounds simple but a good deal of the people reporters talk to during the day are boring (that’s coming from them). One of the jobs of a PR person is to coach their clients on how to talk to a reporter. Be different, be fun, energetic, and funny and make them your friend.

Be able to adapt. Not every opportunity is going to be exactly what you want. But being able to adapt to a reporter’s story and still work your message in – is key.

Watch out this space.

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