Reporters and other media pros are typically easy to reach, but much harder to influence. Their livelihoods depend on being accessible to people with tips, angles, and stories, so many of them even publish their email addresses and phone numbers in their Twitter bios, etc.
But! Repeat after me: reach does not equal influence. Here, in case you’re a visual learner like me:
To journalists, the cost of accessibility is being constantly deluged with garbage like bad PR pitches, weird attention seekers, and anyone else trying to get their 15 minutes of fame. So, journalists develop selective attention. They become experts in quickly sorting signal from noise, trash from treasure. They also pay more attention to names they recognize. Chances are, unless you’re already a known quantity among reporters, they don’t recognize yours. Mine either! No matter how great our tips, angles, and stories are, we’re starting with a disadvantage. So, we need to stand out.
Let me pause here to emphasize that there is no substitution for longterm relationship building. That should always be the priority, and it will yield way more quality coverage than things like Facebook ads. But Facebook ads are one interesting tool in the outreach kit, and especially useful when you have a fresh, informed angle on a hot story the media already cares about. I worked with my publisher on the infographic you see below to promote my just-released book, The Social Media Side Door: How to Bypass the Gatekeepers to Gain Greater Access and Influence. It covers a lot more than Facebook ads, but that’s the thing people keep asking me about, so I figured it would make a great lede for this post. If you share it on Twitter or Facebook, please use the hashtag #tsmsd. Also, I’m doing a webinar with Vocus on October 16th on this very subject, and I’d love to see you there!