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242 Part IV: Getting the Word Out without Advertising

As you compile your media contact list, count on the resources of your local
library. The reference desk should have copies of the Bacon’s Publicity Checker
and Bacon’s Radio/TV Directory, which provide information on editorial con-
tacts at U.S., Canadian, Mexican, and Caribbean media outlets.

Maintaining media relationships

Before e-mailing your first news release, call editorial contacts to introduce
yourself. Or, if you’re sending your release by mail, attach a note explaining
that along with your release you’re enclosing a kit of information about your
business and that you stand by to answer questions or to be a resource when-
ever you can be of assistance. After the first contact, earn a reputation as a
business that sends only newsworthy releases, passing on any item that isn’t
timely, doesn’t announce a major milestone, or has no unique angle or hook.

Other advice: Be a good source and make yourself available to the media.
Alert those who answer the phone to route media calls to you immediately.
If you aren’t the owner or president of your organization, do all that you can
do to get the top person to be available as well. Nothing is more damaging
to your efforts than to have the most powerful person in your company say
“No comment” or refuse to be interviewed by news writers when they call.

Promptly return media calls and be sensitive to deadlines. Don’t call near
deadline and don’t take more time than you need. Offer to e-mail or fax sum-
maries of lengthy or complex material.

Finally, always assume that you’re on the record. See the following section,
“Managing media interviews,” for more information on this topic.

Managing media interviews

When you hit the publicity jackpot and a reporter calls for an interview, be
ready!

Before the interview

Get the details. In advance of the interview, confirm the publication or station
name and deadline, along with the interview topic, the angle of the story, and
the type of questions you will be asked. Ask whether others will be interviewed
for the same story. This will give you an indication of the nature of the story
and allow you to prepare your remarks accordingly.

Then take time to prepare yourself. Unless the reporter is on a deadline or
calling in response to a release that you put out (in which case you should
have talking points prepared and by your phone), buy a couple of minutes’
time by asking if you can wind up a meeting or project before returning the