Summer 2009 - Marketing Dimensions from Felber & Felber Marketing

	Summer 2009

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Why Didn't They Publish My Article?

By Rob Felber
Wondering why your news did not get published? You sent the email three times and left several voicemails. You even bought advertising in the publication, but cannot get the editors to pay attention.

Newsworthiness... is the single biggest determination in your story getting published. Bottom line: does your story resonate with the publication's readers?

In marketing 101 you learn that you must target your prospect. Once you know where they live, breath and work, you must also learn what they read. This is a critical step to positioning your firm in front of prospects. You will need to match your targeted prospect with publications they frequent. Here's where you must do your homework. Review a publication's (or broadcast outlet's) website to learn as much as you can about what they report on. Review editorial calendars, monthly or yearly plans written to show advertisers what stories they plan on covering and see if you can make a connection between your news/story and a planned topic. Target specific reporters and get to know what they like to write about as well as the tone and angles they have found interesting in the past. Now you are better prepared to be successful in pitching your idea.

Reporters and editors are under tremendous pressure and deadlines. Yes, they get a lot of email and unsolicited phone calls. And yes, it is often hard for them to separate the winning ideas from the glut of uninteresting stories. Regardless of whether the reporter thinks a story is interesting, it must also fit their editorial profile. This is critical to understand. If their readers (listeners, viewers, etc.) do not care about the topic or news item, then you do not have a story.

Besides newsworthiness, there are a few do's and don't to be aware of when working with the media.

Do:

Determine the correct reporter (by beat). Sending your news to everyone at the publication will just annoy reporters that do not cover your industry. (e.g. sending a manufacturing story to the fashion reporter).

Be respectful of deadlines. Just like your world, know that reporters may have limited time to pull a story together. If they are with a daily publication you may have only hours to respond to their inquiry.

Be available when you issue a press release. Nothing infuriates a reporter more than referencing a top executive in a press release only to find them out of the country when the reporter calls for an interview.

Provide materials in a timely manner. If you have photos, diagrams or video, make sure to have this material available before you engage the media. Missing this deadline could kill your story.

Don't:

Be rude or burn bridges. You may not like the tone a reporter takes or even the ultimate result of your efforts, but complaining or requesting a retraction may only lead to a damaged relationship (one you may need down the road).

Pitch more than two angles. Just like in sales prospecting, if you cannot hook them in the first conversation, you probably do not have a story. Trying too many angles makes you look desperate and implies a flimsy story.

Attempt to buy with gifts or lunch. Many reporters, like government officials, have codes of conduct with respect to story sources. Know this ahead of time by simply getting to know the staff and asking about their governing rules. Some reporters can attend a lunch meeting on your dime, while others may have to pay their own way.

So, make sure your story has meaning, depth and intrigue and you are on your way to getting published. The more often you work with a reporter and show you have taken the time to understand their publications requirements, the more success you will have promoting your company or organization. In a future article, we will cover the various methods used to engage the media.

Contact Felber & Felber Marketing at 330.963.3664 or info@felberandfelber.com.

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