How to Position Yourself as a Resource for the Media
Ever wonder why a specific funeral director is interviewed every time
a funeral story is published in your local paper or interviewed on
TV? It’s because the individual has positioned himself or herself
as an expert in the industry to the editor or reporter.
So how do you position yourself as an expert in their eyes? Outlined
below are four tips that will help you become the first funeral
industry expert a reporter contacts. This positive attention increases
consumer confidence and promotes a positive public image. The result
of your expertise is an increased awareness of your firm that attracts
potential customers.
1. Become familiar with your local media outlets – Read your
local paper or watch your local news stations. You’ll notice
one reporter usually covers funeral related issues. Locate his or
her contact information. This information is usually available within
newspaper articles or you can call the media outlet and request
the information from the receptionist or research it on the media
outlet’s Web site.
2. Introduce yourself – Next, e-mail or give the reporter
a call and introduce yourself. Provide them with a bio and explain
why you are a resource for funeral industry stories (experience,
background, education, certification, etc.). Make sure you provide
your contact information – business phone and e-mail and possibly
a cell.
3. Be available – Often, reporters are on deadlines and need
an interview as quickly as possible. If you are not available, they
will move onto the next expert on their list.
4. Keep your promises – If you agreed to call a reporter
or provide them with information by a certain deadline, and then
make sure you deliver. Again, if you don’t provide the reporter
with the information you promised, they will look for other sources.
5. Keep in touch, to a degree – It’s great to keep
in touch with the beat reporter and let him or her know if there
is a new trend in the industry emerging, if you have a story idea
or even news about your firm that they might be interested in. However,
make sure your communication is concise and brief…reporters
receive hundreds of phone calls, faxes and e-mails on a daily basis.
Talk about it in the Coffee Shop
Share publicity tips with your peers in the Preneedville’s
Coffee Shop or e-mail the Preneed News editor at subscribe.atl@assurantpreneed.com
and we will include the responses in the next issue of Preneed News!
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