How great would it be, if instead of you having to hound reporters to get your name in the paper, they were calling you? This is not an impossible feat my friend. Although, like every other great thing, it takes work and dedication.
The secret is to become a super reliable repository of information. Say what?
You need to position yourself as someone reporters rely on for information–even if it isn’t necessarily in your industry. In other words: be their friend. When you go through journalism school you are taught to be unbiased. However, you are also taught that everyone is human and bias has a way of creeping in. Reporters are supposed to recognize that and be wary. Most good journalists do. Although, it’s human nature that if you can help a friend out you will.
Don’t get me wrong, I’m not saying that just because you are their friend that a reporter will give you news space. More likely the dynamic is that they will try a little harder to find a new angle in the story you are pitching. In essence you have a warm audience not the cold audience that you would have with that reporter if you weren’t already acquainted.
That still doesn’t explain how being friends will make reporters call you.
Here it is. You need to submit story ideas often. Not just about your specific business either. You know your industry inside and out. If you come across a change in the industry or something else newsworthy in your industry, you probably will know before your reporter friend. So give them a heads up, tell them why that piece of news is important for your industry and then offer to answer any questions or be available if they need to “localize” the story.
Do this often without expecting to get news coverage yourself and soon that reporter will see you as someone who is on top of things in that industry. You will become their “go to” person and whenever anyone in the newsroom needs a contact for something that pertains to your field, your reporter friend will gladly recommend they talk to you.
Now take it one step further. Keep your ear to the street. If you hear of anything else that might be newsworthy–but has nothing to do with your industry–give your reporter friend a heads up. You can’t abuse this or they will see right through it. It takes some finesse. But if you hear something newsworthy, interesting or exciting that isn’t common knowledge, send an email or make a quick call and just tell your reporter “I thought you might find this interesting.” Suddenly, you are not only a person in the know in your industry you are someone who knows people, has contacts and genuinely wants to help out.
You may not directly benefit from passing on information that has nothing to do with your business but it keeps you top of mind. And if you’re top of mind you will likely be called whenever the reporter has a story on the economy, the internet, business in general, marketing, or any other story that has something to do with business — and not just yours. It’s an easy way to get news coverage even when there is nothing particularly newsworthy going on in your own business.