Instead, I kept attending events hoping to find the magic key to make media relations easier. I didn’t.
To save you the time, cash and hand-to-forehead moments, master these four basic elements of media relations:
1. Research the media you want to pitch.
You can’t just build a media list from a database. You have to qualify it. Research each media outlet and reporter to ensure you have someone who will be interested in your pitch.
2. Pitch on target.
Never send the same pitch, worded the same way, with the same information to more than one reporter. Take time to research each reporter and the type of stories she writes. Customize the email or phone pitch to tell her why her readers—or listeners or viewers—would want this story and how you can help.
3. Be polite and professional.
This seems obvious, but I’m always amazed to hear about supposedly experienced PR pros who act like idiots when they pitch journalists.