Editor’s Note: This is the latest in a series of posts by speakers at the 2013 NAPA/ASPPA 401(k) Summit, March 3-5, 2013 in Las Vegas. Barbara Lewis, a former journalist who has written for The Wall Street Journal as well as many other national publications, shares tips on how — and why – to get a reporters to call you.
By Barbara Lewis
The media is a powerful tool for increasing the scope of your business. Getting your name in print gives you immediate exposure to people who read the publication, but it also gives you the chance to reprint the article and send it to current clients and referral sources as well as potential clients and referral sources.
Being quoted in the media also gives you credibility. If you are used as a source, it is assumed that the reporter called on you because you are an expert. Your goal should be to focus on publications that cater to your targeted potential clients and referral sources, so they see your name in print.
Talking to reporters is a double-edged sword. You can receive great publicity or you can be misquoted — which, unfortunately, happens frequently. There are simple tips and tricks you can use to avoid being misquoted.
As a former journalist, I had a list of favorite people whom I frequently called upon to use as sources for my articles. Here are five tips and suggestions to help you become a reporter’s favorite source and to avoid the possibility of being misinterpreted:
1. Take the reporter’s call immediately. Reporters are constantly meeting deadlines and sometimes they can’t wait five minutes for a return call.
2. Alert your staff that press calls are a priority and you should be notified immediately about a call.
3. Ask the reporter for the angle of the story to ensure you give an interview with relevant information.
4. Answer questions beginning with the question and then completing the answer. By starting the answer with the question, you will be more difficult to misquote, especially when the reporter is using a tape recorder and he or she hears the questions repeated in your answers.
5. Try to give more than “Yes” or “No” answers. These short answers don’t provide the reporter with any good quotes.
An article with good quotes from you is an excellent public relations tool. It can be used to confirm your expertise and experience to your clients, prospects and referral sources.
The procedure for getting quoted in articles is as follows:
1. List publications that target your clients and referral sources along with editors/reporters and contact information.
2. Brainstorm article ideas that promote your services.
3. Contact editors/reporters and pitch your idea.
Barbara Lewis’ firm is the Centurion Consulting Group in Los Angeles. She is the author of Get a Black Belt in Marketing: The Marketing Success Book for Retirement Professionals. Barbara’s workshop at the Summit, “10 Tips on How to Get Reporters to Call You and How to Place Your Articles in Publications,” is set for Monday, March 4, 2013 at 11:00 a.m.
