A reporter has just called, emailed, or shown up at your office with questions at the ready. As a savvy niche marketer you want to be prepared.

Here are the top 10 do’s and don’ts to ensure you look like a star in print-and wind up on the reporter’s call again list.

1. Have the mindset of a reporter. It is all about the angle. Think of unique ways to showcase your message. Is there industry related news to share or new skills and tricks of the trade from your area on expertise? Add a personal touch to your story to keep it interesting to readers. Allow people to see the “human side” when you are in an interview.

2. Go with the storyline of the reporter unless your suggestions are requested. Listen to what the report says he/she wants and needs and stick to that. If the goal of the news story has been given to you, then try to help the reporter accomplish that. Don’t try to create new angles if the message has already been decided upon and clearly communicated.

3. Do: Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Reporters keep source lists-people who are informative, friendly, and quotable. That’s where they turn first when they need to write a story on a particular topic. Your top priority: Aim to be on that source list.

4. Remember, all press people are important. There are no small time reporters. Just because someone is working for a small town newspaper today, doesn’t mean they won’t be writing for Wall Street Journal next year. People tend to move around in this industry, pretty quickly. Hold all members of the media in high regard because you may see them again.

5. Have your media kit on hand. Be ready to send to reporters upon request and have a great electronic version that you can direct them to as well. Be sure to have a concise bio (one-pager), list of your services and what makes your offerings stand out. Use high quality paper and photos (action shots), making sure that all contact information is up-to-date. Consider your packaging. Having a distinctive looking kit may catch the attention of the media very quickly.

6. Stick with substantial and meaningful material when preparing your media kit (cut the fluff). Clear and concise kits are best. Stay to the point and make sure all included elements are correct and relevant. If using statistics, be sure to cite the source and check for accuracy. Use standard size folders that easily slide into briefcases and bags or make it just small enough to fit into a jacket pocket-really effective!

7. Do: Make every effort to spread the word. Reach out to the media at trade shows, networking events, and any other opportunity. Make your Website a key resource for reporters-post articles, statistics, photos, quotes, FAQs, and more, so they have plenty of information to enhance their story.

8. Use press conferences as a way to get media attention, but have a specific purpose. Launching a new service or product, announcing major industry improvements are good “excuses” to hold a press conference. Being well-organized is a must and make sure what you are offering is important news. Make reporters feel that your press conference is worthy of their time.

9. Keep your word. Be available and on time for scheduled interviews. If you have promised to send materials to a reporter, consider using priority mail to ensure your package is received. Commit to deliver on time every time. It will work to your advantage to understand the time constraints that reporters must adhere to. Respecting their times and schedules, will guarantee they will call upon you another time. Do not give them a reason to look for another source.

10. Educate the reporter about your industry. Don’t assume they already know it all. Avoid industry jargon and spell out acronyms the first time you use them. Provide contextual information and give true relevant examples. Also, if you are discussing industry specific certifications, licenses, awards, etc., be sure to fully explain the relevancy.

For more great information on Susan Friedmann’s niche marketing strategies that work, and for a complimentary copy of “The NichePreneur Mindset: How to Find Your Niche to Success,” visit http://richesinniches.com.

Tags: entrepreneurship, home based business, marketing, Niche Marketing, small business, Target Marketing

This entry was posted on May 6, 2011 at 8:32 am. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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