The Logistics Of Connecting With Journalists

If you’ve been reading about the new Google Quality Rater Guidelines known as E-E-A-T (the acronym stands for Experience, Expertise, Authoritativeness and Trustworthiness) and wondering how your top executives and company stand up in terms of their visibility and industry authority, it may be time to consider increasing your news coverage.

Here are tips for managing the logistics of getting to know the journalists who cover your industry.

Get Familiar With Key Reporters

Identify the reporters who cover your industry and then follow them on social media, especially Twitter and LinkedIn (ring the notification bell to the right of the profile photo to be notified when they post). When they publish something new, post a substantive comment in response, beyond, “Love your article!” Make it memorable without pushing your own agenda. Over time, you will formulate a presence.

In addition, pay close attention to the angles of the stories they write and the nuances of their reportage. This information will help to guide you in pitching.

Share Your Opinion

If an executive has a particular perspective on a trending news topic, consider submitting an opinion piece to an industry, business, or general news outlet. An effective means of demonstrating strategic thinking and authority, typically, these are anywhere from 300+ words. The challenge is in making a solid argument in support of a business issue, legislation, etc. Some can be submitted directly without a prior pitch, but it’s best to check on the individual requirements of the publication. An Op Ed carries status and that’s what the new Google Quality Rater Guidelines are scanning for.

Obtaining Email Addresses

All journalistic communication is done by email these days, and capturing the contact information of key reporters can be challenging. This can be easier with trade publications, because they often have a staff list with email addresses. The LinkedIn and Twitter profiles of some journalists also have instructions on how to reach them. That said, use email communication sparingly. The worst thing to do is to bombard a reporter with incessant emails – this is a turn off and you will risk being blocked. The easiest way to obtain contact information is through a paid subscription to a media database such as Muckrack or AgilityPR Solutions as the contact information is kept updated.

Update LinkedIn, Website, Information Materials

Before you actually reach out to the media, it’s critical that you update all digital platforms with the latest company news, research studies, and press releases, as well as any articles that have featured the organization in the not so distant future. Having a digital newsroom on your site where journalists can go for key data is a plus. This makes it easy for them to find what they need including fact sheets, executive bios, annual reports, video, and other graphical assets. Don’t forget to review all LinkedIn profiles – company and individual leaders’ pages – these are one of the first places journalists will look to ascertain the credibility of a source.

If you’re looking to increase brand visibility and executive presence, let’s talk. Click here to schedule a free discovery call today. Sign up to receive our free monthly PR Tips here.