Mastering Media Relations: The Art of Contacting Reporters Directly

In public relations, timing and personal connection can make or break a story. A great publicist knows this well. Instead of hiding behind emails or voicemail, they pick up the phone and call the reporter immediately. This direct approach helps build trust and camaraderie, making it easier to share news and shape narratives. This post explores why calling reporters directly matters, how to do it effectively, and practical tips to improve your media relations.

Making a direct call to a reporter builds immediate connection

Why Calling Reporters Directly Works Better Than Email

Emails and voicemails are easy to ignore. Reporters receive hundreds of pitches daily, many of which land in spam or get lost in crowded inboxes. A phone call cuts through this noise. Here’s why:

• Immediate attention: A phone call demands real-time interaction. Reporters can ask questions, clarify details, and respond on the spot.

• Builds rapport: Hearing a human voice creates a personal connection. It shows you value the relationship beyond just sending information.

• Seizes the moment: News cycles move fast. Calling lets you share timely updates before the story becomes old news.

• Shows confidence: Picking up the phone signals you believe in your story and are ready to discuss it openly.

  
  

For example, a publicist for a tech startup once called a reporter right after a product launch. The reporter appreciated the direct contact and quickly published an exclusive piece, giving the startup valuable exposure.

How to Prepare Before Making the Call

Calling a reporter without preparation can backfire. Here’s how to get ready:

• Research the reporter: Know their beat, recent stories, and interests. Tailor your pitch to fit their focus.

• Have a clear message: Summarize your story in one or two sentences. Be ready to explain why it matters.

• Prepare supporting facts: Have data, quotes, or examples handy to back up your pitch.

• Choose the right time: Avoid calling early morning or late afternoon when reporters are busiest. Mid-morning or early afternoon often works best.

• Practice your tone: Be friendly but professional. Your voice should convey enthusiasm without pressure.

  
  

What to Say During the Call

Once you’re on the line, keep the conversation concise and engaging. Here’s a simple structure:

1. Introduce yourself: State your name and organization clearly.

2. Connect personally: Mention a recent article of theirs you liked or a shared interest.

3. Deliver your pitch: Share your story’s key point quickly.

4. Explain the news value: Why should their audience care? What makes your story unique?

5. Offer to provide more info: Suggest an interview, additional materials, or a demo.

6. Respect their time: Ask if it’s a good moment to talk or if they prefer a follow-up email.

   
   

For example:

“Hi, this is Sarah from GreenTech Solutions. I really enjoyed your recent article on renewable energy trends. I wanted to share news about our new solar panel that increases efficiency by 20%. It could interest your readers who follow clean energy innovations. Would you like more details or to speak with our CEO?”

Handling Objections and Follow-Ups

Not every call will lead to immediate interest. Reporters may say they are busy or not interested. Here’s how to respond:

• Stay polite and professional: Thank them for their time.

• Ask for the best way to follow up: Some prefer email or a later call.

• Offer to send a brief summary: This keeps the door open.

• Keep notes: Track responses and schedule follow-ups accordingly.

  
  

Persistence matters but avoid being pushy. A well-timed follow-up can turn a “no” into a “yes” later.

Building Long-Term Relationships With Reporters

Calling reporters directly is not just about one story. It’s about building trust over time. Here’s how to nurture these relationships:

• Be reliable: Deliver promised information on time.

• Respect their deadlines: Know when they work and avoid last-minute calls.

• Share useful tips or insights: Even when you don’t have a pitch, offer relevant news or data.

• Celebrate their successes: Congratulate them on awards or great articles.

• Be honest: If a story isn’t ready or you don’t have answers, say so.

  
  

Strong relationships make future calls easier and increase your chances of coverage.

Common Mistakes to Avoid When Calling Reporters

Even experienced publicists slip up. Watch out for these pitfalls:

• Calling without research: Pitching irrelevant stories wastes time and damages credibility.

• Being too pushy: Pressuring reporters can annoy them and close doors.

• Reading from a script: Sounding robotic kills rapport. Be natural.

• Ignoring their preferences: Some reporters prefer email or text. Respect their communication style.

• Not listening: A call is a two-way conversation. Pay attention to their questions and feedback.

  
  

Avoiding these mistakes helps you make the most of every call.

Tools and Techniques to Improve Your Calls

Technology and preparation can boost your success:

• Use a quiet space: Background noise distracts and reduces professionalism.

• Keep notes handy: Jot down key points and questions before calling.

• Record calls (with permission): Review your tone and content to improve.

• Schedule calls: Use calendar invites or reminders to stay organized.

• Practice active listening: Show you value the reporter’s input by responding thoughtfully.

  
  

These small steps make your calls smoother and more effective.

Real-Life Example: How a Direct Call Led to Major Coverage

A nonprofit working on clean water issues wanted media attention for a new project. Instead of sending a press release, the publicist called a local reporter who covered environmental topics. During the call, the publicist shared a compelling story about a community benefiting from the project and offered an interview with the project leader.

The reporter agreed to visit the site and published a detailed feature. The story attracted donations and volunteer interest, showing how direct contact can create real impact.

For more info: BestPRguy@gmail.com 310 920-2424 www.PublicityandMarketing.com