5 Steps to a Successful Press Tour
Posted on May 12, 2008
With the marketing budget pressures caused by today’s economy, conducting a press tour to coincide with your current PR and marketing campaigns is an excellent way to focus efforts and resources.
Implement the following steps to conduct a successful press tour:
Before you place that first call to schedule a meeting, make sure your list of editors is up to snuff. If you have licensed a database, check out the editor’s profile. If you don’t have a database in house, start one.
You can research what editors have typically covered by thumbing through past issues, or conducting a search for the editor’s name on that particular publication’s website or a search engine like google.com. You should verify the editor’s beat hasn’t changed recently-this information can be found on the website, or in the publication. Note their writing style, likes, dislikes, and areas of interest. You should be able to glean some of this from their articles, but the majority of the really good information will come from working directly with them over time.
For future reference, you can also include links to web pages or a scanned .PDF file, of typical or special articles they’ve written. Update your files after any conversations or meetings with editors to note anything new you’ve learned. This will help you discover, develop, and personalize your media pitch.
Well thought-out agendas are crucial. Nail down your talking points prior to making any editor calls. Have your ‘elevator’ pitch ready to go so that, given the opportunity, you can drop in the key messages during your conversation with the editor.
When you actually do speak with the editor, be brief. They are generally pressed for time and calling them without information that helps them do their job, or adds value in some way, is a definite no-no.
Laying the groundwork applies to your presenters/marketing representatives as well. You’ll need to prep anyone going on tour with you. Provide them with the agenda, key messages, and talking points in advance, so the editor’s presentation expectations will be met.
You will also want to provide your presenter with any relevant research you’ve compiled about the editors they are meeting. If their presentation skills are rusty, or they lack experience, it is a good idea to have them take a class on presentation skills, or bring a trainer in-house to work with them one-on-one. A clean presentation goes a long way. The editors will be able to focus on what is being said as opposed to how it is or isn’t being said.
Practice. Practice. Practice. Have your presenter practice in front of your staff. This will accomplish your PR prep goals, as well as brief the company on what the media will hear.
Editors are busy people. You should plan on following up with them to verify scheduled appointments at least once, a few days prior to the appointment. But because most press tours are booked a month or so out, you should consider sending a reminder and agenda email, or letter, a couple of weeks ahead of time as well.
Throughout your meetings, you should note any questions or requests the editors have. Immediately following each meeting, you should make an action item list. As soon as possible, call into your home office and have someone send out any materials the editor requested. Email your in-house ‘experts’ with the editor’s questions so that you can follow up with him/her as soon as possible.
And last but not least, send a thank you when all is said and done.
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