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Demand that reporters
run your entire news release "as is" with no editing, including your pithy
headline.
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Tell reporters that you have an "exclusive"
story for them only. Then send it to all the other media outlets to also
give them "exclusives."
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Let reporters know your
story would make a good cover story. Unlike you, sometimes they just
don't realize the importance of it.
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In an interview use the words "No Comment" as
often as possible because reporters appreciate not having to write down so
much stuff.
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Always demand to review
the story ahead of time. That way you can make sure it comes out
correctly.
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If you say something you wish you hadn't,
quickly follow-up by saying "That was off-the-record." Don't bother to
let them know when you are "on-the-record" again. Keep them guessing.
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Let the reporter know
upfront that you consider all media people a bunch of liberal, pot-smoking
bleeding hearts, but that you are graciously willing to let him/her a chance
to handle your story. They will appreciate your honesty.
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Let reporters know you are well-connected to
the editor/publisher/station manager. Tell them you hope you won't have
to go over their heads!!
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Pretend you genuinely
care about reporters' deadlines. Then ignore them.
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Constantly tell reporters that all information
is "proprietary." This will eliminate a lot of needless facts in your
story.
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Make sure to tell
reporters you never read their newspaper or watch/listen to their station
because they always get things wrong. Again, they appreciate honesty.
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After the interview is over make sure you
contact the reporter hourly to determine the status of the story. Call
more often if you really think the story is a good one.
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When the story runs,
call the reporter and tell him/her to send you a copy/tape. They
consider it part of their job to respond to your needs.
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Always let reporters know your company is a
big advertiser and helps pay their salary. This is a great way to
impress them and guarantee a great story.
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If you say something
stupid, or if the story is negative, always claim you were misquoted or that
they edited out your real remarks. Demand a retraction!!
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If a reporter does a
good job and writes a great story, don't bother to thank him/her. That's
why they make the big bucks. It's enough of a reward for them to have
worked with a real media professional.
