When we get calls from White House, it is pretty exciting for us and our clients because it usually results in great media placements. But even I have to admit that it’s a crazy connection between Pine Brothers, America’s first throat drops, and Capitol Hill.
Last year, the folks at Pine Brothers were dismayed to learn that the annual White House Easter Egg Roll appeared on the verge of being cancelled due to the sequester. Pine Brothers asked us to find out how they might sponsor the event, so that the children who had been looking forward to this event would not be disappointed. So I picked up the phone and called the White House. After a series of conversations, I was able to help Pine Brothers proceed with underwriting the event. While it turned out that the Easter Egg Roll was not canceled, Pine Brothers had a major presence which I was able to parlay into some good media coverage.
Then a couple of weeks ago, I received a phone call from someone who said: “We got your name and number from the White House.” Clearly, the connections we’ve made have endured past that one event.
How does “Peggy from Media Relations in Minnesota” pull off something like this? I grew up in a politically active household. As an adult, I’ve met with three U.S. presidents and three foreign heads of state. I’ve even had face-to-face and phone conversations with the Dalai Lama.
But it’s the same approach, whether you are calling producers at a local TV station or a head of state. As someone told me long ago, “To catch a fish, you’ve got to think like a fish.” To catch the story, you’ve got to think like a producer. A lot of times, I will say: I can see you doing this story. I hope you agree with me. If nothing else, it gets them curious.
My top tips for becoming a more effective publicist are:
1. Be confident that you’ve got a good message. Believe in what you are talking about.
2. Show respect. When you call a media contact, respect their time. Respect your clients by making sure you’re telling their stories accurately.
3. Don’t be intimidated. Do your research. Know who you are calling, and understand their responsibilities.
Be humble but direct. They know you’re calling to get a story placed. If you beat around the bush, it’s a waste of their time. Worse, it will be clear that you aren’t confident that you can help them make this story a success for them and for your client.
