Media Relations

The power of having your story told by the press is undeniable. Having worked for years on the other side of the desk, I know how to pitch a story, event, person or topic in ways that make editors and reporters take notice and take action.

The rules are simple:

1. Make sure you truly have something to say. If releases and advisories contain nothing timely, newsworthy, or just plain interesting, chances are your next one will get pitched in the trash before it's even opened.

2. Look at media relations as a partnership. Editors, reporters and writers need stories to tell. Ask them what they're working on, what they're looking for, how you can help.

3. Be the expert. The people in your organization likely have valuable knowledge to share -- offer them to reporters as expert sources. And leave out the jargon.

4. Respond quickly. You'll make an assigning editor's day when you answer his or her phone call or e-mail right away. Deadlines have only gotten tighter in the digital age.