1. Arm us with information. Give us everything you have. We want to understand your company goals, your PR goals, what makes you different, and what you think. We even want to know if you spend your weekends skydiving in New Hampshire or playing the drums in a cover band. We are experts at digging through information to find the big ideas and small details that when combined, will compel the press to write.
2. Make us the first to know. The earlier you can bring us into a major news event, the better our chances of success. Even if we can’t do advance outreach, when we have the opportunity to determine the best strategy, prepare our media lists, and prioritize our targets, we’re dramatically more successful. Unfortunately, if the release has already crossed the wire, it can be too late to interest the press.
3. Be responsive. If you see a high priority email with “Immediate NYT opportunity” in the subject line and notice a few missed calls from us, time is of the essence. Reporters’ deadlines can be minutes away, and we are at their mercy. The first to respond is the first to be quoted.