Date: 5/6/2008

Tonic Tip: Overcoming the fear factor of dealing with media

Sometimes working with the media feels more intimidating than eating bugs. We’re here to put some perspective on a difficult situation. They won’t often admit it, but journalists need you as much as you need them. Following are some helpful things you can do to ensure a positive interaction: Keep it simple: You may only get ten seconds to explain why you’re calling – learn to make the most of each second by delivering a concise, newsworthy pitch. Have credibility: Provide accurate information. It’s best to say you don’t know the answer to something, but will find out for them - then do so in a timely manner. Know your journalist and outlet: Read the publications and watch the shows you pitch so that you can offer appropriate stories. And if you learn personal information about a journalist, make a note for the future – many will appreciate you asking how their vacation was or how their son is enjoying college. Embrace the offbeat: Journalists are always looking for new ways in which to cover an old topic – use creativity to make your client or product worthy of the spotlight.

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