7 Tips for Getting Business Media to Quote Your CEO
It’s not often that you’ll get a handful of major market business reporters in the same room, talking about what they need from Public Relations pros who want to make news for their clients. So it was eye-opening and entertaining when tech and business of marijuana reporter Ally Marotti of the Chicago Tribune, food and beverage industry reporter Brigid Sweeney of Crain’s Chicago Business, Editor Paul Dailing of Chicago Lawyer and real estate reporter Alex Nitkin of The Real Deal Chicago participated in a panel discussion last month at the Publicity Club of Chicago.
Want to get your CEO quoted in the news? Do your experts have experiences that shed insights on trending topics that business media write about? The advice from these Chicago business reporters are pretty much universal. If you’re trying to get media attention in your own market, or within your own industry, you’d be smart to follow these seven tips.
1. DON’T be ignorant!
Before contacting a reporter, read their stories. Pick up a print issue of their publication or buy a digital subscription. Your email will be an instant turn-off if you pitch a reporter a topic that he doesn’t cover, a major frustration for Dailing who said, “I’m amazed at the ignorance” of some pitches, “Save your time and embarrassment.”
Sweeney says 500 emails cram her inbox daily and of those, about 40 are helpful to her. For a short time, she covered the convention and tourism industry, yet she still gets irrelevant pitches to visit exotic destinations. Nitkin says half of the emails he receives have no bearing on what he writes about — Chicago’s real estate and development scene.
2. DO assume they’re on deadline when you call
Marotti says she’s “100 percent deadline focused.” That means she has no time to listen to long voicemails or read multi-paragraph email pitches. And Dailing has a warning for PR pros who don’t ask if he has time to take a phone call. “If you call and don’t ask if I’m on deadline, you have failed,” he said. He added that PR people should not view the media as promoters of clients’ wishes and desires. “Don’t make it about you.”
3. DO send NEWS
Marotti defines news as “information that deviates from the norm.” News is not a company milestone, anniversary, professional award or anything that is self-serving to the company or CEO.
4. DO ensure your expert is available
Sweeney says it’s bad form to offer an executive interview, but then then reply that your CEO is unavailable or out of the country when an interview is requested. It’s not helpful and a waste of reporters’ time.
5. DO stick to your offer of a news exclusive, scoop or an embargo
And for that matter, DO know the difference between a scoop, exclusive or embargo. If you’re offering one of these to one reporter / outlet, don’t change your mind or give the exclusive to another outlet too. Stick to the terms “or you screw us over” said Dailing.
6. DON’T pitch through Twitter
“Tweet at me and you’re ignored forever,” said Dailing. Email is the preferred communication for all reporters. Most are not averse to receiving phone calls.
7. DO request an in-person meeting
Just don’t be disappointed if they cancel or reschedule. Marotti says she loves building productive relationships with CEOs but 90 percent of the time she’s forced to reschedule a meeting for coffee, due to breaking news. As long as you can be patient, she will try to squeeze in the time for a face-to-face. Sweeney and Nitkin said they like meeting sources in person and try to schedule them regularly. They even mentioned setting monthly goals for in-person get-togethers.
Dailing of The Chicago Lawyer, says he spurns them, “We’re not friends. I have an outlet. You have a good story. I’ll accept it (your story idea) whether or not we share a Venti; a good pitch is a good pitch.”
I’ve spent 20+ years helping clients make news. Want more advice on developing strong relationships with reporters? Email me and we’ll talk! Michelle@Michelledamico.com or visit www.michelledamico.com.
