As your Information Products business grows, you will be in the press more and more.  It’s essential that you build and maintain strong relationships with reporter, editors, producers, and other members of the press so that they continue to seek you out for news coverage.

Here are 5 techniques you can use to ensure your press relationships are lasting ones:
1.    Make sure it’s easy to contact you.  Provide your home, office and cell phone numbers in your media kit and in all of your communications with member of the press.  If a reporter or editor calls you and you’re unavailable or it’s not a good time, call them back as soon as possible.  You don’t know what that contact could mean to your exposure.

2.    Do what you say you’re going to do.  If you’ve agreed to an interview, be where you’re supposed to be on time and complete it with enthusiasm and professionalism.  If you’ve agreed to write an article, get it to the editor well before the deadline.  If you’ve agreed to take part in a publicity stunt, show up and do it.  If you fail to keep your word, not only will that person not contact you again, but chances are they’ll spread the word among their peers that you’re not a reliable resource.

3.    Focus on them, not you.  Your media coverage comes about because of your ability to help a media outlet meet the demands of its customers.  That means they have to provide information, shows, stories, etc. that encourage their audience to tune in so that companies will purchase advertising space.  With that in mind, approach all of your contacts with the media by finding out what you can do to help them.

4.    Follow up professionally.  Maintain regular contact with those you’ve worked with (or want to work with).  Let them know what you appreciate about what they’ve been doing.  If you’ve sent them a story proposal and they haven’t responded, just ask for their feedback – they’ll let you know which way they’re leaning.  If you have a recommendation for a follow-up story or a piece of news that’s important for them to know right away, share it with them, but don’t be pushy about it.  Keep your name in the front of their minds, but do it so that your name is associated with positive thoughts.

5.    Say thank you.  Thank the people you work with for their time and effort.  Thank everyone you come into contact with on getting a story out there.  The best way to show your appreciation is to say thanks in person and then follow that with a thank you card.  Be specific if you can.  Although it’s not essential, note that a camera person recording your interview for the local news will remember you more if you say “Thanks for telling me to show my teeth when I smile, I really did look more approachable!” than if you say “Thanks for your hard work on this interview.”  Don’t send gifts, just make a simple expression of gratitude.

Remember that reporters, editors, producers, production staff, and all of the other people involved in running a media company have specific jobs to do, and, chances are, none of those job descriptions say their job is to sell your product.  Keep your focus on being professional and building relationships, and you’ll be amazed at how much members of the media come to value your collaboration.