When a reporter calls you out of the blue, take the call and reschedule for a time when you are prepared to speak on the topic. The reporter is going to write the story, with or without you, so practice a script that grants you 30 minutes to prepare your remakrs and gather additional information.

Of course, you will follow up with the reporter, even if you have to dodge some questions because you don’t have enough information to respond in that moment. You probably may safely say that you are looking carefully at the situation’ (you are in touch with your attorney) and you will re-connect with the reporter as more details become available.

While this response may not be quotable, it tells the reporter you are attentive to their interest in the story and will remain accessbile for future comment.

Do not ask for, nor expect to receive, a preview of the article or your quote. How do you like it when a coworker hovers over your shoulder while you compose a report? 

Instead, team up with the reporter. Perhaps you will say: I know we’ve covered a lot of ground in this conversation, some of which is rather technical. If you have any questions about what we’ve discussed, or would like to review anything with me, I’m happy to help.

Better to ask when the article will be published, so that you can promote it on your social media accounts and include it in your newsletter. Reporters will be happy to learn you will drive your contacts to read it. 

Here are three questions to get you started. Which problem have you recently solved for a client? Which referral source would make a good partner to package a story idea? Which reporter at an industry newsletter or a local business magazine is likely to open your gift for a news article? Start brainstorming from any of these points of departure and see where you land. 

Speak up. Your predictions might be right, but don’t be concerned if they don’t work out. Twelve months from now, no one will hold you accountable, even if your ideas turn out to be off the mark. Instead, reporters will remember that you had a forecast, and they will re-connect to hear your perspective for the following year.

Consider these ways to share the news about your company, instead of issuing a press release:

Send an email announcement to your clients and referral sources, plus your many contacts
Add a pop-up window or prominent mention on your website
Insert attention-grabbing text in your email signature
Post the news on your individual and company social media accounts
Mention the update to members of your networking groups

Of course, you should also take these steps to support the press release you’re issuing.

Being contacted by a reporter is like the lottery; you have to be in it to win it. Use a Media Profile to introduce yourself to journalists as someone who has her finger on the pulse of the industry. Think of trends that you see looming on the horizon. Consider big picture ideas that will spark interest in your insights. Is there an upcoming deadline that companies must meet? Anticipate how this may impact businesses in a specific industry or local area. Your ideas should help an individual, business owner or an executive to Save Time, Save Money or Make More Money.