How to Cultivate Relationships with Reporters
A Puppet's Ramblings - from Chip Martin, Mannequin American Marketer
Help Reporters if You Want to Cultivate Relationships
Want to cultivate relationships with reporters? Here's how. Give the reporter two things of value to THEM before you request one of value to you. Give a reporter a quick note that says, "Great article today! Loved your points about X and X" or "Hey did you see the news on X? Thought you'd be interested" before ever pitching them on a client or idea.
If your B2B company wants to build relationships with reporters, here are some additional tips.
- Don't be afraid: Reporters need you as much as you need them - especially if represent an awesome, sought-after company. They are being challenged to churn out content FAST and they're often relying on others to provide insight, quotes, access to spokespeople and in some cases, help educate them on a complicated or new (to them) topic - all by deadline. It's a mutually beneficial relationship so don't be afraid to make that first contact - you might be surprised.
- Get connected: Connect with reporters on LinkedIn. Follow them on Twitter or Google+ and subscribe to their feeds.
- Share reporters' news - and not just when it's yours: You have a reporter friend and they just wrote about your client and you're PUMPED so you like it, tweet it, send it to your Mom. Your reporter friend appreciates this because they want more web traffic to their article and in many cases today, their boss is counting how many hits, RTs, comments, etc. that article receives. On several occasions I've actually had reporters email me after coverage hits to let me know that "The story got X number of click-throughs" and then thanked me for sharing it on LinkedIn or Twitter. But it's not just YOUR coverage that should be shared -you should be consistently reading your media "friendlies" and sharing their work with your network. Reporters recognize this and will not forget you when it comes time to write another story.
Hilarious Axe High Maintenance Girl
Somehow I missed this highly entertaining Axe ad from last March. It's on this year's top ten list of worst ads for women. Come on ladies. Get a sense of humor. This ad is hilarious.
At Least the Call is Free
Another funny commercial. Here's an entertaining ad from NetCom, a Norwegian mobile phone operator. And if you like the first one, here's another equally funny ad from 2008.
Because Animals Love to Surprise ...
I'm not in to cats (they think I'm a scratching post) so I love this print ad. The tagline for the Fiat Panic Brake Assistance System says, "Because animals love to surprise." Love the cat with the garbage can cymbals. We can only guess whether or not the car will be able to stop in time.
Fascinating Miniatur Wunderland
This isn't marketing related, but it's very cool. In the late 1990s, twin brothers Frederik and Gerrit Braun of Germany decided to sell their successful nightclub, unload their hit record label and go into model trains. Everyone thought they were nuts-but the brothers were able to secure a loan for two million German marks, which they used to lease part of an empty, three-story warehouse in Hamburg, and start building their dream, called Miniatur Wunderland. Since opening in 2001, Wunderland has grown to become the largest model train collection in the world, with 930 trains consisting of over 14,450 wagons running on over eight miles of track. Click here to see this fascinating tourist attraction.
Broken into eight sections inspired by real-world locations like Germany, Scandinavia, Switzerland and America, as well as a fictional town called Knuffingen, this "miniature wonderland" features over 215,000 model people engaged in every activity imaginable-from everyday jobs to picnicking in the park to committing crimes and, yes, even tiny little scale-model sexcapades. While many figures stand frozen in time, about 200 animated scenarios can be started at the push of a button by any of the one million annual visitors to this very popular tourist destination.
In addition to trains, there are 250 computer-controlled vehicles that scoot around the streets, including fire trucks dispatched on a regular basis to handle miniature emergencies.