Make Friends With An Editor

News happens fast, and when the media need information to help put together a story, they usually have little time to interview potential subject experts. That’s why it makes sense to build relationships with media editors covering your area of expertise.

Start by identifying the editors that cover areas related to your business. With most publications, editors are assigned to specific coverage areas, known as “beats.” You can usually get a full list of editors and their beats from the publication’s web site. If they are not listed on the Internet, just call the main office number; beat assignment information is no secret, and is freely shared.

Once you have identified the appropriate editors, start a file to keep samples of some of their writing. This will help you get to know each editor’s particular writing style and approach to news coverage.

To stay top of mind when the need for an expert arises, send a media kit containing the following:

§ backgrounder on your business
§ personal biography detailing your areas of expertise, and explaining why you are qualified to answer questions in the area of your expertise
§ two or three recent articles and press releases that exemplify your knowledge of the subject
§ Rolodex-style cards in two formats: one with your area of expertise as the header, followed by your name and contact information, and the other in the “standard” business card format of your name or the name of your company first, followed by the rest of your contact information.

After sending your package to an editor, call to introduce yourself and make sure they received your materials. Ask what sort of articles they are currently working on, and offer any information you can that might be of help.