Do you have regular contact with all of the media people who tend to write about radio?
If not, put together a group meeting with as many of your talent and management team as possible and "meet the press" as a group. They are reporters. All it will take is for you to pay for the nibbles and beverages.
Don't do it until you have "news" for them. Write a press release with the who, what, where, when, why and how. Include your contact name and number. Plan on starting with a "statement" about what you're doing that you hope they cover. Take questions.
If some people you had hoped would cover your event didn't show, recognize that news is fluid and what one day may be a huge story for them may get eclipsed on another. Reach out to them personally and make sure they have your press release and know that you're available to questions at any time.
If you need "judges" for the event you're doing, invite well-known media people to serve in that capacity or guest on your show to talk about their events. Build a positive relationship.
Look for a fresh angle on older items. It's not "news" if it's not fresh and current.
TV needs a visual. If there's no visual aspect to your story, don't be surprised that TV skips it. Plan for "video-friendly" events. Give your television station friends first crack at it, but if they don't go with it, post it to your own website and You Tube. Send them a link to that so they know what they missed and understand that you wanted them to have it before your posted it.
Follow-up on your promotions. Do a "wrap-up" meeting that includes as many of your staff as possible. Ask them to think about anything that seemed to go especially well or fell through the cracks, including how your press coverage went. Take exhaustive notes for review before you do anything next time.
Treat the press as if you know they are very important. Never lie to them. If something goes wrong, you'll increase your cred for future events if you quickly get the facts out to them. They have the power to embarrass you, to say the very least.
If you're not sure how to handle something, hire a respected local press agent to guide you. Study how they do things and learn.
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3 months ago