When it comes to building a relationship with a reporter, there is a fine line between courting and stalking. Sound a little bit…or a lot…like dating? Good. Close your eyes, and think back to when you were chasing your high school sweetheart, and you will get the hang of it in no time flat.
1. “Hey…you.” Picture yourself at a private party at CTIA. You spot her across the room. Don’t be shy. Go over and introduce yourself. Don’t say too much, or try to schedule meetings with your company for the next day. Just share your contact information, and offer her assistance if she ever should need your expert viewpoints on a topic.
2. Remember the 3-day rule. Like dating, wait a few days before you reconnect. Not only do you not want to come off as desperate, but you also need to consider his workload. If you met at a trade show, wait until you know that he has had time to settle back into his office and catch up on e-mail.
3. Let her know you are thinking about her. Check in regularly, asking if she has any upcoming news, feature, or editorial pieces where your company or client might be the right fit.
4. Don’t play hard to get. Once a reporter wants to use you as a source, respond to him quickly. If you wait, your competitor might be the main opinion source of his breaking news story that is due in an hour.
5. Be thoughtful. Provide her with relevant, useful angles and ideas for upcoming stories on the editorial calendar. Position yourself as a thought leader in your industry by creating interesting, off-the-beaten-path angles. Don’t be afraid to take the current mode of thinking and turn it on its head. She will take notice, and so will her readers.
6. It’s all about chemistry. Don’t try to force your company into a story where it doesn’t belong. For example, if a reporter has an upcoming story about mobile apps, don’t try to fit your security angle into his story. Yes, it could be a fit, but it’s a stretch. Wait until security is a topic that he will address more thoroughly. Besides, you are likely to get more coverage if you stick to your topic of expertise.
7. Be reliable. Do what you say you will do. If you promise to follow up with statistics or a report, do so, and do so quickly.
8. Cut the B.S. Don’t hide the truth from a reporter. By nature, reporters are inquisitive, and it is their job to research all angles of a story. If you hide the truth about something in your company, the relationship is over. Once you break a reporter’s trust, you are unlikely to get it back.
9. She’s not that into you. If days go by and she hasn’t returned your calls or emails, catch a clue. Give her some space. She knows you’re there. She’ll be back when the time is right.
10. Play the jealousy card. If you receive news coverage at a competing publication, don’t be afraid to send a link. It doesn’t hurt to let him know that other reporters ARE into you.