One of the greatest ways to bring energy and attention to your campaign is by getting it covered by the press. And while you’re certain your cause is noteworthy, getting the press to agree can be quite the task at times. There isn’t a one-size fits all approach to getting media hits, but these tips will lead you in the right direction:
- Don’t half-step. Do not use generic mailing lists. The sports reporter does not care about the new office your organization is opening unless it’s sports related. It takes time and effort, but establishing specific media lists always pays off in the end.
- Read some literature on the subject. Pay attention to coverage -- especially when you’re trying to get a larger feature or a spot in a magazine. Make sure the story you want told wasn't covered recently. This applies more to magazines than newspapers. It’s always helpful to be prepared with multiple angles for the same story.
- Follow-up, but don’t push it. There’s a fine line that separates being annoying from persistent and not being annoying from too passive. If you’ve sent out a press release and you haven’t heard anything back after a week, feel free to send a follow-up email. You’ll get where you need to be in due time.
There are levels to this and a decent pitch is the first step, stay tuned for follow-up tips.