Creative Media
Relations
An excerpt from Chapter 6
Media relations means establishing
a relationship with members of the media. Keeping in continuous contact
with them and creating a trust for passing newsworthy information suitable
and fitting for their editorial needs will enable you to have continual
press coverage over the years.
The media needs press releases to generate stories as much as press
releases need the media. The relationship between the PR practitioners—you!—and
the media is a love-hate relationship. Editors love it when you have an article
on a hot topic they need, but hate it when they are pestered about something
they don’t need.
Relations with the media must be conducted on a systematic basis. With some
media contacts, you may follow up for weeks and months before your efforts
result in an article or coverage. PR takes time. Don’t be disheartened.
Don’t give up.
On a daily basis, newspapers, radio and TV stations are bombarded with thousands
of media kits and press releases competing for attention. Your relationship
to any given media representative can make or break your possibilities of
publicity. You must stand out among all the others trying to vie for attention.
Cold-calling a media rep
Your first call to a media rep is generally the most uncomfortable.
In time, practice will make perfect and relieve that first-call
tension. The more calls
you make to media reps—writers and editors—the smoother you will
be in presenting your art business. Practice. Don’t be intimidated. Reporters
and editors are people just like you. They need and want to hear what’s
new. They want to ask questions. They want you to help them write a story.
Don't create your web site, media kit, and PR tools to stay timid and shy
away from the media. Push your newsworthy information to the media.
• Designate a day of the week to conduct your media relations.
• Designate one hour each day if you want to be aggressive.
• Make your calls when you feel good and cheerful.
• If you are having a bad day, don’t get on the phone. You’ll
be
more negative than constructive.
• While you are creating your art, think of ways to push news about your
art to the media.
• Don’t just assume that the media will come to your exhibit because
you invited them. You need to pick up the phone and call them to make the invitation
more personal. You could also send an e-mail and offer to meet them
at
the exhibition prior to the opening to provide comments on the artwork. Be flexible.
Meet their schedule. It will make a difference to the reporter; she will remember
you.
Contacting the media
• Write out your phone pitch, refine it, and practice it a few times before
you call.
• Turn the first paragraph of your press release into your media pitch.
• Put a copy of your pitch in front of you when talking on the phone.
• Don’t sound like a telemarketer reading a script.
To have a captive audience, call the media during “down time”—when
they are not under a deadline.
• Weekly newspapers put the paper to bed on Monday or Tuesday morning.
It is not a good idea to call the editor or reporters during this time. They
are rushing to meet deadlines and finish articles, with little time
to
listen to a pitch.
• Daily newspapers usually have morning deadlines. It is not a good idea
to bother them during early morning hours.
• Monthly publications usually work three to four months ahead.
• Online publications can usually be pitched any time via e-mail.
To read more about how to get free publicity, order Power Up with PR ($14.95).
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