The Bait

Editor at large of CNET News.com, a site dedicated to showing the “exciting possibilities" of new technology, Michael Kanellos overviews in his article “How to get your name in the paper,” 10 strategies.

Kanellos says, “every day is a new day.” He says that because journalists are so busy, PR professionals should, “pitch like a rubber mouse. Dangle it out there early (between 8:30 a.m. and 9 a.m., before the news meeting) and try to fill someone’s calendar.” If that fails, try another bait the next day.

The editor's second piece of advice involves “criticize[ing] your enemies.” Because there's a bad-news bias in journalism, this will make for “good copy.”

Thirdly, “figure out who writes what.” Basically it’s a waste of your time and the journalist’s time if you pitch a story to the wrong person.

Number four: “use both your first and last name on the phone.” I can’t get away with just saying, “Hi this is Whitney.” Whitney who?

Rule number five: “don’t take it personally.” Kanellos says if your story isn’t captivating, it probably won’t be printed. It could be the boring topic, not you, the writer.

Next: “rarely claim to be first.” This initially contradicts what I have been taught at SMU. I’ve been told that if you can make the claim, make it. He says, “a lot of companies claim to be first in something, but most readers don’t believe it anyway.”

Suggestion seven: “don't promise an exclusive a day later.” I wasn’t aware of this practice in the PR world. Kanellos explains, “sometimes, a company will give an ‘exclusive’ to a large media outlet such as The New York Times and then hit up other sites the next day offering a special interview with the CEO or some other exec.”

Numero ocho: “let the execs speak.” Basically Kanellos says that PR professionals are always afraid their CEO-type clients are going to be too open with reporters. However, this candidness will at least make the reporter trust the CEO’s word.

Number nine: “don't make up words.” Here is Kanellos’ reason why: “back in 1997, the head of a large investment bank called some of us reporters together at a conference to talk about the company's new Internet strategy. 'We call it the Webolution,' he said. Silence ensued.” Wow, that would be an awkward situation. Note to self: no imaginary words.

Lastly: “leak like crazy.” Kanellos says, to keep your client’s name in the paper, over time confirm little bits of information which will keep the media interested and up to date.

I found Kanellos’ tips to be helpful and revealing. But he wasn’t the only source I searched. Tons of other online sites and blogs mentioned ways PR professionals get hits. Below are just a few.

Blog Business World by Canadian Wayne Hurlbert says there are several ways to get media coverage.

1. “Press releases are a powerful tool for any online or offline business.” Apparently old-school PR practices haven't died.

2. “Your blog, Web site, or any online business promotional efforts, can be multiplied many times over by being the topic of a news story.” Yay! A blog! This makes me feel like my online journal is worth it.

3. “People tend to put more confidence in a business that is covered in a news article than they do in any paid advertisement. It should be part of your business promotional strategy to get your message into the various news media.” This was a low blow to me, since I'm an advertising major. But I guess that’s why I am complimenting a minor in CCPA.

4. Hurlbert also says, “media site links will enhance your blog or Web site's search engine rankings and incoming link totals. They will also go far towards establishing your own website, as an authority site, for your most important keywords.” My professor is right, the blog does have a huge impact on the PR world.

Sharon Dotson, owner of Houston-based Bayou City Public Relations, has a few tips of her own in the article, “Getting PR in Your Town: Realities to Remember." Dotson says, “learn to read your newspaper with the eyes of a media pro.” The more you know about the writing style of reporters and their interests, the easier it'll be to pitch. Just like in advertising, you've got to know your target audience to achieve success.