Great Experience in Doing Media Calls

I believe most of you have heard of doing follow-up calls or media call-downs to the media. For those who did follow-up calls before, did you really enjoy doing it? 

For me, I enjoyed doing it, but I found it quite challenging. I was asked to do the follow-up calls on the second week of my internship. It was my first time doing media call-downs. I made more than 20 phone calls to media outlets for the first time. Before I started my first media call to the media, I prepared a short script to pitch the story to the media. In the beginning, I was quite nervous and I was afraid that I might be interrupting the editors.  

Sometimes I made more than 50 phone calls to media outlets and it was extremely fun because I got to speak to them and build relationship with the media. After several times calling the media, some of them remembered me. 

However, doing follow-up calls to the media can be challenging. Sometimes it was hard for me to reach the editors or reporters as they might have gone out for their assignments. I also received different responses from them. Some of them might not be interested to carry the story while some of them might just hang up the phone even though I have not finished asking them. Those responses put me in a dilemma whether I should continue to follow up or not. I was advised not to follow up the next day, otherwise it would annoy them. From what I have learnt in PR Media Relations 250, a PR practitioner needs to build good relationships with the media because we need them to carry our clients' stories. Hence, it is crucial to remember not to annoy the media, especially when they are busy or when they are on deadlines. Therefore, I followed up with the media three days after the last call and spoke nicely and politely to them. Luckily it worked.

I had to make sure that I called the targeted media at the right time and looked for the right editor or journalist from the right department. During the media calls, the first thing that I usually did was to introduce myself and my organization. Then asked the media if they managed to receive the email or media release. If they told me they did not receive any email or media release from my organization, I had to resend them the media release and follow up with them. If they said they received it, I had to ask them if they would be interested to carry the story. Lastly, I asked if they needed any more information or photos.

When sending out an email or media release to the media, I had to make sure the name of the editor is spelled correctly. I also had to ensure that media release sent out was the right one and completely attached with photos if required. 

Here I have some useful tips for doing follow-up calls to the media.

• Target the right media to carry your story.
• Know well your target media and the editors or journalists.
• Know the right time to call the media.
• Prepare script and understand the story so that you are more prepared to respond towards the editor's or journalist's questions. 
• Always introduce yourself and your organization and sounds polite.
• Be patient. Some of the editors or journalists might hang up your call, but remember they are busy. 

It was a great experience for me. I learned how to be more patient when dealing with the busy editors or journalists. Do not be fearful of doing follow-up calls to the media. It is a great opportunity for us to learn how to build good communication skills and learn not to be shy to talk to the media in phone calls. 

Dorine Lau

16341436/ 7E2A9744

Curtin University Sarawak