First, decide who you want to attract. Make a media target list.
- If for your business, survey your client board members and other top clients to see who they know in the media. If for another organization, survey its board and membership.
- FPA National can provide a media list for your area.
Second, prioritize the list. Time is a valuable commodity and you may not have the time and resources to reach out to everyone on your list.
Next, determine what medium is best for reaching contacts listed on your target list. This may come down to what contact information you are able to secure. Email contact is preferred by the majority of those in the media.
How to grab attention
The subject line of your email is extremely important.
The first 60 characters of any correspondence is your opportunity to capture attention.
Titles, such as “Top 10 Ways to Gain Media Exposure” or “7 Ways to Capture Attention for Your Cause,” grab the attention of your reader.
Keep in mind the reader is always going to ask, “What’s in it for me?” Make sure your content is not just a sales piece, but an educational piece. The media wants to know what the consumer wants to know. If you are an advisor, you know what the hot topics are. Just pay attention to the questions and concerns of your clients.
If you are putting together a news release, keep these points in mind:
- Lead with an attention-grabbing hook to gain interest.
- Provide the basics: who, what, when, where, why, and how.
- Include specifics, such as the name, date, location, and hours of the event.
- Spell names of people or places correctly.
- State the fact or conclusion first, then provide the data supporting the fact.
- In the second paragraph, include the name of the most important person involved.
- Don’t use superlatives (best, fantastic).
- Make sure the topic is human interest, not self-promotion, as the media does not want to print a promotional ad for you or your event.
- Find news release templates online, including on the FPA National website.
- Include photos if possible.
- Offer your media partner an exclusive, as this is appealing to them.
- Do not attach documents, as the media employs sensitive spam filters.
- Email is the preferred contact method, followed by LinkedIn, Twitter or phone.
Be a resource to the media
Email your media contact with your story idea and your initial thoughts. If possible, refer to a related article they have already written.
Try to have one good tip or topic every other week to keep in front of your media connection. FPA National provides two media-ready articles each month.
Employ polite persistence. If you don’t receive a response, follow up with a phone call that same day. If there is no response or interest, move on to the next contact on your list.
Review the editorial calendar to find out when their deadline is. Don’t contact them when they are on deadline.