5 Things Not to Do if You Want to Get Press Coverage

0

Based on Jennings & Associates’ 27 years of experience pitching reporters, editors, and producers, we know what succeeds and what fails when interacting with them. First, we tell you what NOT to do and then explain what you SHOULD do to get press coverage:

1) Don’t answer reporter’s questions – Folks forget, especially in the tech sector, that there7768407 are new people coming into your market niche every day. Don’t expect reporters or your target market to know everything about your company or products. Answer questions. If you don’t have the answer, let the reporter know you’ll find the answer and get back to them promptly.

2) Don’t reply to editorial requests – Even if the request is not up your alley, thank the reporter for thinking about your company and use the opportunity to see if there’s a better fit for commentary in the future.

3) PR firm tees up a great article opportunity, but you don’t respond. In today’s digital world, it’s all about content. Your PR firm is trying to position you as a thought leader in your respective market. Content is king, and if you’re not taking advantage of these content opportunities, your competition definitely will.

4) Distribute boring press announcements (yeah, your product is new, so what?). Many tech companies are guilty of distributing press announcements that are filled with technical jargon that only a handful of people will understand. You might say, “Well, I’m only interested in folks who understand my technology.” Yes, but do they really need to understand all the weeds in your technical soup? What they want to learn about are the benefits. How is this new gizmo/service going to help them? This is one of the first questions that should be answered when developing a new product launch and to garner maximum press coverage.

5) Not listening to your PR advisor. Good PR consultants have learned the hard way what reporters and editors want. Most every great PR person has had a reporter hang up on them (boy, does that sting!) because their pitch was useless. They have honed their craft to be interesting, concise and meet the needs of reporters.


Also published on Medium.

© Copyright Jennings & Associates Communications, Inc.