One of the most powerful ways to increase credibility with clients and prospects is to be a trusted source in the media. Below are 10 dos and don’ts to assist you in building relationships with industry writers.
1. DO send a writer information on a topic they have written about. Once you have established a relationship, there is a greater chance the writer will use your ideas, keeping you top of mind.
2. DO return a writer’s call immediately as they work on a deadline. If you respond quickly to emails or voice mails from the media, you make their job easier, and will become a go-to source.
3. DO allow the writer to interview your clients. This not only validates your ideas but allows the writer to include information about real people.
4. DO coordinate with freelance writers. They are a great connection to industry magazines and consumer media. Some say it is also easier to become a source in industry magazines.
5. DO follow-up once an article is published. You can reproduce the articles (with permission) and include them with introduction packages, client statements or as examples during meetings.
6. DON’T talk to a writer without preparing. Instead, ask to speak shortly once you gather your thoughts. This will let you write down important details in a way that is easier for the writer.
7. DON’T speak too technically. The writer will not be able to correctly convey your message to the audience if they do not understand it.
8. DON’T think the story is about you. Instead, realize that you are helping a writer complete their story. If you try to promote yourself, the writer will not enjoy collaborating with you.
9. DON’T ask if you can edit the article before it is published. It is acceptable, however, to offer to review the information you provided for accuracy.
10. DON’T expect to obtain clients by being quoted in the media – it is a source to increase your exposure and credibility. Existing clients will also be reassured to see your name in the media.
What other advice can you suggest for building relationships with industry writers?
