Getting the Media's Attention

The Rules of Gift Giving

No journalist should ever accept a gift from a person seeking coverage, yet that doesn’t stop businesses from sending packages and passes to their events. I am of the belief that you should never send an unsolicited gift to a reporter or producer because it is a waste of your time and money. This doesn’t mean you shouldn’t pitch the product to the news organization. Just don’t send the product in advance until you are certain of the story’s coverage. Most newsrooms have a table full of toys, makeup, books and other products that were sent to a reporter or producer seeking coverage.

The Today Show on NBC receives so many of these products that they hold a sale for charity at the end of the year. In the rare case, a product might receive coverage, but this could have been accomplished by sending over a release that offered up a sample product for a story. At the very least, the release would have prescreened the number of news organizations that weren’t interested in the story, saving you or your organization money.

In many cases, the news outlet will need the product to test for a story or to shoot visuals for television. If a producer or reporter asks for a free product by all means give it to him. The odds are high that a story will air on your product or service if the reporter personally asks for a sample or invitation to an event. Most reporters don’t want to risk a career over a free gift.


But you can Infiltrate the Media by Attending their Events.

Everyone wants to help a friend and members of the media are no different. You will get calls returned faster and story ideas will be forwarded to the right person if you are on a first-name basis with a reporter or producer. Odds are you probably didn’t go to school with any journalist, but that doesn’t mean you can’t curry favor with them.

Many minority organizations hold journalism conferences in the summer months. Groups like the National Association of Hispanic Journalists, National Association of Asian Journalists and the National Association of Black Journalists hold 3-day seminars in cities across the country. The conferences allow members to socialize, network and attend daytime workshops with journalists of the same ethnicity. The nighttime events are filled with schmoozing and booze, making any outsider feel like a true media insider. These events are open to everyone regardless of your background or ethnicity. You don’t need to show a press card to attend the conference. As long as you pay the yearly dues and conference fee you can attend, mingle and socialize with the journalists on their terms. Ironically, few publicists ever attend these events even though it is a great place to establish contacts.

Many cities also have their local media mixers. When I worked in Arizona, I belonged to an organization called the Arizona Latino Media Association, also known as ALMA. The group frequently held social events at bars and restaurants where Hispanic journalists and public relations executives mingled. The website www.mediabistro.com frequently cites mixers that are taking place across the country. Journalism schools, colleges and universities might also be able to tell you about social events involving the media in your area.

Once you get a name and a contact it might help your future pitch. Just try not to be too blatant with your agenda. If you go to a minority media mixer, make sure you are willing to learn and contribute to the organization and its causes. And please don’t pitch reporters at the conference when they are trying to forget about work. Instead, use the time at the conference to establish commonalities and bonds.

For more tips on how to get the media's attention, go to www.BeatthePressBook.com