How to Build Your Reputation by Being More Quotable
Media coverage, even in niche publications, can be a boon for your non-profit or charitable organization. But having a great story is not always enough to grab a journalist's attention. It takes careful planning, strategy, and the kind of gumption that can’t be ignored. Do it right, and the rewards can be great. The heightened exposure can help bring traffic to your website, increase inquiries about your programs and services, and raise your public profile as a subject matter expert.
To help you cut through the noise, and set yourself up as a go-to resource for journalists, here are a few tips on how to build your reputation—and get more media coverage—by being more quotable.
To help you cut through the noise, and set yourself up as a go-to resource for journalists, here are a few tips on how to build your reputation—and get more media coverage—by being more quotable.
Get media coverage by being more quotable
1. Establish yourself as an expert
Be bold and talk about topics you are passionate about. Use owned content such as your blog, social media channels (especially LinkedIn) or downloadable white papers or e-books to share your educated opinion. This will help you establish yourself as an authority and subject matter expert in your field.
Use data and statistics to back up your claims but avoid data dump. Focus on a few important points and provide context on why these numbers matter.
Getting your content out there will make you searchable on Google, which is where many journalists start their search for sources. Showing up on the top results will increase your credibility.
2. Master the art of the media sound bite
A sound bite is a short extract from an interview. It’s the 5- or 10-second quote that you hear pulled from a longer conversation. Sound bites are great because they grab attention, and succinctly summarize your main points. They also make it easy for journalists to edit their coverage. But unless you are an extremely gifted wordsmith, it’s not always easy to come up with a quick-witted media sound bite on the fly. Prepare a few beforehand that you can toss during the interview to make it catchy and memorable. It also helps to rephrase the interviewer’s question in your answer. The goal is to pack your message in as few words as possible.
3. Have an awesome story
Having an interesting story is irresistible to the press and will increase your chances of getting media coverage. It’s essential to develop your story and key messaging about your organization’s reason for existence. A compelling story helps you stand out and adds a level of human interest. Highlight what problems you are solving and how you are contributing to the community. Being vulnerable and authentic will instantly endear you to your audience.
4. Personalize your media pitch
To set yourself up as a go-to resource, you need to give journalists and reporters what they need. Journalists and reporters have punishing deadlines, so do what you can to make their job easier and they’ll keep coming back to you for more. That means timing your media pitch to meet their deadlines and providing only the most relevant details. It’s important to be responsive and available to provide more information or additional quotes. Needless back-and-forth emails or messages eat up their time. If you build a reputation as a reliable and easy-to-work-with source, you will be top of mind when the time comes.
5. Build rapport with media professionals
Rather than continually ask for coverage, take time to build rapport and nurture a relationship with journalists in your region. More than 60% of writers agree that having a personal connection is an important factor when considering a pitch. So, think about ways you can add value by engaging with their social media posts and contributing to their conversations. Start by following them on Twitter, Facebook and LinkedIn. You’ll see what stories they are working on and when they are looking for sources. Make yourself available and don’t miss the opportunity to offer your expertise.
Be bold and talk about topics you are passionate about. Use owned content such as your blog, social media channels (especially LinkedIn) or downloadable white papers or e-books to share your educated opinion. This will help you establish yourself as an authority and subject matter expert in your field.
Use data and statistics to back up your claims but avoid data dump. Focus on a few important points and provide context on why these numbers matter.
Getting your content out there will make you searchable on Google, which is where many journalists start their search for sources. Showing up on the top results will increase your credibility.
2. Master the art of the media sound bite
A sound bite is a short extract from an interview. It’s the 5- or 10-second quote that you hear pulled from a longer conversation. Sound bites are great because they grab attention, and succinctly summarize your main points. They also make it easy for journalists to edit their coverage. But unless you are an extremely gifted wordsmith, it’s not always easy to come up with a quick-witted media sound bite on the fly. Prepare a few beforehand that you can toss during the interview to make it catchy and memorable. It also helps to rephrase the interviewer’s question in your answer. The goal is to pack your message in as few words as possible.
3. Have an awesome story
Having an interesting story is irresistible to the press and will increase your chances of getting media coverage. It’s essential to develop your story and key messaging about your organization’s reason for existence. A compelling story helps you stand out and adds a level of human interest. Highlight what problems you are solving and how you are contributing to the community. Being vulnerable and authentic will instantly endear you to your audience.
4. Personalize your media pitch
To set yourself up as a go-to resource, you need to give journalists and reporters what they need. Journalists and reporters have punishing deadlines, so do what you can to make their job easier and they’ll keep coming back to you for more. That means timing your media pitch to meet their deadlines and providing only the most relevant details. It’s important to be responsive and available to provide more information or additional quotes. Needless back-and-forth emails or messages eat up their time. If you build a reputation as a reliable and easy-to-work-with source, you will be top of mind when the time comes.
5. Build rapport with media professionals
Rather than continually ask for coverage, take time to build rapport and nurture a relationship with journalists in your region. More than 60% of writers agree that having a personal connection is an important factor when considering a pitch. So, think about ways you can add value by engaging with their social media posts and contributing to their conversations. Start by following them on Twitter, Facebook and LinkedIn. You’ll see what stories they are working on and when they are looking for sources. Make yourself available and don’t miss the opportunity to offer your expertise.
