Become an Expert Resource for the Media
The more visible you and your firm become, the more interest you
will receive from the media for reference materials, guidance on
their story, and insight on the funeral industry and preneed trends.
This media coverage will help you and your firm build brand in the
community, generate preneed leads and sales and increase at-need
calls. But remember, like any relationship, building media relationships
takes time and dedication.
Follow these five simple steps and position yourself or your firm’s
spokesperson as a media resource for the funeral industry.
- Get to know the media and what types of stories it covers. Do
not waste your time with print or broadcast media that do not
or would not cover the funeral industry. Make a list of the newspapers
and broadcast media you want to target and begin making yourself
familiar with each outlet. The most effective way to accomplish
this is to read issues of the newspaper or magazine, or listen
to targeted television and radio programs.
- Discover which reporters cover your industry. The research
you perform in the first step will help you determine which reporter,
editor, or producer you should begin contacting. Pay attention
to which reporters cover your industry and start creating a database
of those contacts. If contact information is not included in the
story, look on the outlet’s website for a list of reporters
or simply call the main number and ask.
- Visit the reporters and get to know them. Developing relationships
with your media contacts is extremely important. Telephone those
you would like to know and schedule a meeting. Because the media
are usually on a deadline, it is best to introduce yourself and
then ask, “Is this a good time to talk?”
When you meet with the reporter, tell him or her about yourself
and the firm you are representing. Use this time to ask the reporter
about his or her needs, the best time to call, the preferred way
to submit information (fax, e-mail or phone) and what information
he or she would like to see about your company.
Most importantly, tell the reporter to contact you if he or she
needs information on your company, the funeral industry or on
a subject you are an expert. This will allow you to position yourself
as an information resource for reporters—someone they can
turn to for background information and quick facts. Remember to
take notes on all significant information and include them in
your database.
- Always be honest. The truth is always the best option. Be as
open as you can when answering questions, and never say, “No
comment,” because a reporter may believe you are trying
to hide something.
Alternatives include, “I do not know about that, but what
I can tell you…” and then discuss a positive aspect
of the story. Do not hesitate to tell the reporter that you do
not know the answer to a specific question but will research it
and get back with them in a timely manner.
Also, make sure you have three to four talking points about your
firm. This will assist you in controlling the story.
- Be responsive and helpful. When a reporter contacts you, he
or she is usually under a strict deadline. If you are not available,
or do not return the call promptly, you may miss the opportunity
to be included. The reporter may find another source to quote…possibly
your competitor, and he or she may not call you again.
If you
see articles or find information that may interest the reporter,
be sure to pass the articles along. Always provide other sources
if you can for any story you suggest.
Source: “Five Steps to Making the Media You Friend”
by Lois Carter Fay
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