The media tour is not dead…

I’ve written on this subject a couple of times over the last year or so and I keep on changing my opinion.

My latest:  The classic media tour is not dead.

As a PR professional, you just have to try a little harder and get a little more creative.

As a firm, we at THP have (or are in the process of scheduling) scheduled three media tours for different clients over the last couple of months.  For the most part the targets have been in the media capitals of New York and DC.  And while we have read, written and assumed that the media has less time for such face-to-face meetings because of newsroom cutbacks, we have still, for the most part, been successful in scheduling appointments with top-tier media and reporters at outlets like USA Today, Time, Newsweek, CNN, Wall Street Journal, Working Mother, etc.

Here are some thoughts and advice coming out of those efforts:

– Widen your scope:  Sure, it’s great to get that top-tier meeting, but also include key trade publications, or B-to-B outlets.  This provides value and opens up new doors and relationships.

– Pitch with something newsworthy:  Not always easy, but time your request for when you are about to release new news or research, or a book, etc.  This provides value on both sides.

– Start scheduling earlier:  You may not get many “yesses” right away but you will get on more folks radar screens earlier.  This will help when you start pushing hard about 5-7 days out.

– Make sure your client is ready….for anything:  In most cases, when a reporter says yes it is because you’ve contacted them when they are working on something specific that your client fits into.  You may not have control over the subject matter, but in order to make the appointment you need to make sure your client is ready for a curve ball or two.

– Believe in luck and karma:  I’ve always thought that media relations is part hard work, part good story, part positive attitude and part….well…luck.  If you keep pushing in a positive way, good things will happen.

– Get a car:  There’s nothing worse than being late because you are trying to park or can’t find a cab.  Invest in a car and a driver, it will be the best money your client spends all year (except your fee of course).

As we have all read, today more than ever media relations is built on building successful relationships.  There are few better ways to creative those relationships than face-to-face meetings.

Do you have media tour tips you’d like to share?  Please comment.  Thanks.  6SRUMHAEEAZ6