Following up with the Media Tutorial

You've distributed your press release, but now what? Here are some tips for following up with the media before and after they contact you.

• Evaluate the Media Outlets Where You Sent Your Press Release:  If you submitted your release to a number of outlets, decide which are worth pursuing…or if you have time, do them all.

• Call the reporter: Let them know you have additional information to provide regarding your story. Don’t say that you are simply following up. Have a REASON for the call.
  
  
  • If the reporter recalls your release, give them the additional information.
  • If he doesn’t recall it, offer to send it directly to him and get the appropriate contact info.
  • If the reporter says he not interested, politely try to find out why. You may have to send your story to an alternate reporter or you might want to ask what types of stories he’s looking for.
  • If the reporter is interested, ask when the release will run or set up a time for an interview.

• Scheduling the Interview: Be as prepared as possible and follow these guidelines.

• If you aren’t prepared or it’s not a good time when they call you, schedule a specific time for your interview.
• Find out what the focus of the interview will be and if they have specific questions they’d like answers to. Don’t be afraid to make your own suggestions for questions.

• Keeping Your Cool During the Interview:

• Take a moment to think about your answers – especially if the interview will be edited or put into print. And remember, what seems like an eternity-long silence to you, is likely only a couple of seconds.
• Speak in plain English. Don't use technical jargon and explain any industry-specific terms you do use.
• Speak in a friendly, yet convincing manner. Hide those nerves and be sure of yourself.  After all, you're being interviewed because you are the expert.
• Back up your claims with facts and give examples.
• If you don't understand a question, ask for clarification.
• If you don't know the answer to a question, you can say, "I don't know offhand, but I can certainly find out that information."
• Don't speak "off the record". You can never be certain that it won't end up in the interview.

• Tips for Television / Video Interview

• If you're a work at home individual and the television press is coming to interview you, don't wear a suit! Be natural. Clean yourself up and get out of your pajamas, but be sure to look natural.
• Wear solid colored clothing. Patterns can be quite distracting on television.
• Look at the reporter, not the camera.