If you are a midsized or B2B company you probably are deeply aware that getting “ink” these days is next to impossible. There are fewer publications, fewer reporters, fewer editors, and the publications that are left produce a lot less story content. Yet, editors are desperate to find interesting content. What gives?
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Rick Merritt is one of the few technology editors that has survived the “Great Editorial Constriction.” In fact, he’s doing very well. I asked him, “in this new reality, how can a business get his attention and garner a few of those highly prized column inches?”
Rick* noted that there are several things to keep in mind that can give you an edge when trying to get an influential reporter’s attention.
5 Things To Help You Achieve The Lion’s Share Of Press Coverage
- Understand that readers and the press are in information overload. Reporters want information that helps contextualize news stories. Keep that in mind as your guiding principle.
- Know upfront that reporters are not looking to get pitched on an individual story. Your company’s your product or upgrade? Fahgettaboudit. It is not a good use of your valuable time or theirs. Those days are dead; a long shot at best.
- Focus on internal experts that are interesting. Reporters want access to very smart people who will talk candidly about things that are really happening. They want experts talking about what they know. Not about what they sell, or who spew marketing/corporate speak.
- Pitch story ideas at the industry level. A new market, a new technology, a new wrinkle that will become disruptive to more than one company.
- Go for the kill. This is your chance to put a check mark in the win column: Reporters want to know: Who can I talk to? What do they know? How candid of an exchange can he have with the expert? In short informative sentences let them know why your expert is a must-interview by answering those questions.
* While Rick made all these excellent points, I have taken some liberty with the wording. I have no doubt that Rick is sharping his big red digital pen as I type this. ;-) However, you can hear his exact words in this video.
Interviewed: Rick Merritt Editor at Large, EE Times
This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.
About Steve Farnsworth @Steveology
Social media, communications, and content marketing for technology companies. Strategy and implementation that generate leads, builds customer loyalty and word-of-mouth buzz. Contact 650-331-0594 to increase your market position and sales.