How to Approach the Media
You want to reach out to the media to claim a thought leadership position. But how do you ensure you don't spoil that first impression? This blog explains how to approach the media.
Approaching Journalists
You've drafted a press release, created a press list, and now you want to approach journalists. But what's the best way to do that? To achieve the optimum PR result, the following workflow is recommended:
- You compile a press list;
- You mail the press release, with relevant images, to journalists;
- After mailing, you wait a week.
- If you haven't heard anything after a week, send a short and polite email, asking if they might have had time to look at your message.
The hardest part of this (seemingly) simple list? Having patience, accepting that things take time, and not pressuring a journalist.
An Email to Journalists
Editorial offices receive hundreds of press releases daily. Therefore, a short introduction summarizing the key points is important. Below is a template for such an email.
Dear editorial team,
I would like to share the press release below. [Here you place a concise summary of the news, including the most notable facts. Of course, you also mention who the sender of the news is.]
[Optionally add: I notice you've often written about the job market/startups/this subject. That’s why I thought: you might find this news interesting.]
In this email, you can find the press release. Should you have any questions, I would love to hear from you. I am available through the contact information below. Via this link [insert hyperlink here] you can find royalty-free images.
Thank you in advance, have a good day,
[Name]
[Phone Number]
Example
Is the above explanation still too vague? Below you'll find an example of a good press email.
Dear Margot,
I read this (fun!) piece by you - and that’s why I'm emailing you the press release below from The Inner Circle. The largest dating app from the Netherlands notes that on Sunday, January 5, many more singles are active on dating apps or signing up for one. To ensure that singles have even more success next year, The Inner Circle shares five tips.
You can find the message below, royalty-free images via this link.
Please let me know if you have any questions or if you would like to speak to the founder of The Inner Circle?
Thanks in advance, have a great day,
Aaron Mirck
06 3438 3309
Submitting Messages
Some media outlets offer the possibility to submit messages yourself. These 'digital notice boards' (for lack of a better term) can only be found if you visit the respective site.
Emerce.nl - the site about tech and e-commerce - for example, has a section called ‘Wire’, where messages are posted. Note: only messages that have been approved by the editorial staff are posted. Tip: visit the sites that are relevant to your brand, so you can find out if they have such a digital notice board.
In Conclusion
Essential for building a long-term relationship with the press, are the following two things:
- You only send a press release to relevant media;
- You don't stalk journalists. If someone doesn’t post your message or stops responding? Too bad, better luck next time.
The comparison with dating is easily made: you want to connect with relevant contacts - but not come off as a crazed freak who's just chasing someone down.
Keep these two points in mind, and you're well on your way to building a relationship with the press.
