I know your professors say PR is all about building relationships. I bet you even have a log that you turn into your boss to say how many ‘contacts’ you made with TV stations. You may have even patted yourself on the back when I didn’t hang up the phone on you. Yes, I’m talking to you national PR rep who constantly calls and pitches stories/companies/interviews I couldn’t care less about.
Here are a few tips. I don’t care if your guy can make the biggest or best waffle, omelet or yarn ball. If he or she isn’t local. I am not doing an interview. Know the markets you are calling.
If I sound rushed...it’s quite possible, I’m either a) busy, b) not interested or c) both. OK...it’s always “c”. When I say can you send me an email, it means I don’t want to talk to you. My time is important and the five minutes you want to keep me on the phone explaining how your interviewee is the best thing since sliced bread...I could be writing, researching or bs’ing with my coworkers. All of these are more important to me than your phone call.
Also, check your contact list. TV stations change staff members more often than most college kids change their socks. If you think the on-air staff changes you should see the behind-the-scenes staff comings and goings. Even if people stay, they likely don’t stay in the same positions or producing the same shows. Make the extra effort to check and make sure the person you want to sound like you know actually still works at the station. Then if the person you’re besties with does still work at the station make sure they are indeed the person you need to talk with. Don’t trust some ‘TV Contact List’ you bought from whatever back alley TV contact list maker you go through.
OK, sure I know every once in a while a station will bite on your video press release or your promise of this golden interview. It’s what keeps you going. If you actually have a good story to tell, I will never hear it. Because you have turned me off by wasting my time and not listening to me when I say to email me the info.
Please try harder. You don’t have to work harder. Just work smarter. If you have a someone with a story worth telling, they deserve better. Pitch stories not people. If you have a story you think is important (or you’re paid to think is important) find a local connection. Make me believe my audience will care. Or just write down on your list that you called and don’t. I won’t tell your boss.
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