So, you’re contacting media outlets and trying to get your revolutionary product or service out in an article. That’s a wonderful thing for your business and great for a paper on a slow news day that needs to fill some space. Before you go pestering these guys, here are the top 10 things you should NOT do:

1. Freebies

Don’t give free stuff to the press. Most media outlets ban their employees from taking gifts altogether or limit them to $25 dollars or so. Most journalists take pride in not paying for or getting paid for their stories. They want their work to speak for itself. If you don’t have an interesting story or something new to bring to the table, you shouldn’t be contacting the media to report on it anyway.

2. Not taking “No.” for an answer

If a particular paper told you no yesterday, don’t ask them again today. If they’ve told you no every other day for two months, don’t ask them again! Accept and respect that they feel it’s not a reportable or article worthy story. Move on. Go to someone else. If their competition prints it, they’ll be calling you.

3. Lies and Hype

Be honest. The paper’s reputation depends on it. If you lie to them, they’ll more than likely expose you publicly as a fraud, a liar, and a cheat. Scandals bring readers and that’s what they’re really after in the first place. Be factual, but make your facts interesting.

4. Cold Calling

Don’t call media contacts if you can avoid it. Send letters, faxes, or emails. Unsolicited phone calls are annoying and intrusive. If you catch them at a busy time, they won’t be nearly as receptive as if you had sent them a letter or email and they could read it when they had the time.

5. Being Unprepared

Don’t contact someone about printing an article and ask them what the next step is. Tell them who you are, why you’re so interesting, how dealing with you benefits them, and how to contact you. Give them only answers…no questions.

6. Long News Releases

One page or less! That’s it. Have a great headline and strong first paragraph that tells about your major selling points. Close quickly and keep it interesting.

7. Confirmation Calls

Don’t call to see if your package or fax has arrived. Send it once…let it go. Follow up with an email or letter if you don’t hear from them soon. If they don’t respond the first time you send it or to the follow up contact…let it go. Submit it to their competition.

8. Not following up on requests for more info

Top media professionals know that content and reputation are absolutely vital to their success. If someone has taken the time to send you a request for more info, give them what they want promptly. They may be checking your background or verifying your claim, but more than likely they’re going to print about you if they’re asking for more info! Get the info they want back to them quickly so they can meet their deadline.

9. Name Dropping

No one likes a name dropper. If you need to drop names, then your story isn’t very strong. Get picked up on your own merit. That’ll carry you much further.

10. Getting Upset

Don’t get mad when someone tells you “no”. Don’t ask why or threaten them. Just move on. They’ll be coming to you when their competition writes about you.

- John