It’s in the interests of all editors and publishers to know about the markets they serve. Really, they’re interested in meeting with you.
Would you like to be named as a source in an article? Have your by-lined article published? Appear on a talk show as an expert source?
You can do it. The sky is the limit with good media relations. Here are seven suggestions for appealing to magazine, newspaper and blog editors.
1. Get to know the media in your market.
Editors and producers appreciate it when you understand their audience, their program formats, and their magazines.
Ask the media company if they accept submissions. Most magazine editors will accept unsolicited articles as background information. They’ll likely keep your name on file as an expert source.
In time, they may assign a writer/editor to contact you. Take that call. It’s a major coup to be sourced in a feature article. You’ll be viewed by their audience as instantly credible. And, you can order reprints for your marketing efforts.
2. Target the managing editor, department editors and newspaper section editors.
Look for the editorial department masthead near the front of a magazine. A newspaper lists its editors on the editorial page or sometimes opposite the editorial page. In general, don’t bother the editor or editor in chief of a publication. He or she likely doesn’t make specific content decisions.
Instead, reach out to the managing editor, department editors, newspaper section editors, and the associate publishers.
Of course, the term “editor” can be used by those who prepare newsletters. You’ll want to contact them.
3. Offer your articles as “exclusives.”
Assure the editor that no publication will scoop them before the article is published, and that no publication will eclipse them after it appears. That includes postings to your Web site. Pitch publications one at a time, and include “Exclusive to Name of Publication” on the article.
4. Contact editors via email.
The telephone is important for interviews. Always return editors’ phone calls ASAP. When an editor calls, drop everything and take the call — no exceptions. Their deadlines are tight.
5. Follow up regularly and inquire about stories they are writing.
Ask magazines for their editorial calendar. Search the media company’s website for this piece, which is often included in their advertising packet. Try to find out when they’ll be covering topics you are knowledge about in their main feature wells.
Whet their interest in reviewing your prepared article in relation to their editorial calendar.
6. Worry about tailoring your article submission at a later date.
Pitch the story angle for now, and offer to supply artwork and photography only after they are interested. That is, don’t send large emails to them, loaded with high‐resolution logos, graphics and photos.
Also, keep your email message short and to the point.
7. If possible, visit editors in their offices.
Buy editors and publishers lunch. And when you have that occasion, try to learn how they like to work and how you may be able to contribute. It’s in the interests of all editors and publishers to know about the markets they serve. Really, they’re interested in meeting with you.
Your pubic relations efforts will be worth its weight in gold. In time, you’ll garner some publicity which will establish instant credibility for you and your company. And, you will be able to do it all without having to pay for an ad.
