Pitching Media is like following a Great Recipe

by Rachelle Khalaf, Vollmer Public Relations

A stunning soufflé. A fantastic flan. A terrific tenderloin. These dishes, though different, have something in common – they all start with a recipe for success and a willing chef.

Media relations success – securing a hit, positioning yourself as a resource, developing positive relationships with journalists – also results from careful adherence to a “recipe for success” with the media and a passion for media relations.

Before cooking a new dish, a willing chef will identify for whom she is cooking. Likewise, a passionate media relations expert (before ever picking up the phone) will target a customized media list to ensure the story will be of specific interest to her “guests.” This includes understanding a reporter’s, blogger’s or producer’s needs and becoming a consumer of their offerings. In this way, the media relations guru understands what each contact really wants or needs to deliver to their audiences.

These days, a willing chef scours the internet for recipe ideas and variations from different sources. She might watch a recipe demonstration on YouTube or identify where to purchase rare ingredients before beginning the cooking process. A passionate media relations expert, similarly, will scour the internet, print publications and broadcast resources for ideas and information to tailor a pitch and find ways to make the story a relevant and newsworthy item.

A willing chef approaches a recipe with a certain level of respect – it got a five star rating on The Food Network site – and the desire to produce a similar delectable dish. She doesn’t take it personally if oil splatters on her apron or if the spinach wilts faster than expected. A willing chef takes everything in stride and learns from her cooking experience. And so it is with a professional media specialist. Every phone call is made with the same kind of respect and a desire to help a reporter customize the story. The relationship is mutually beneficial. A media expert isn’t put off if the story isn’t of interest to a writer. In fact, a true media relations expert can often use unfavorable results as an opportunity to be creative and to further develop relationships with media contacts.

When the meal is served, the willing chef waits expectantly for honest reviews from guests – it’s the only way she will learn how to improve this recipe. Similarly, when the passionate media relations expert’s efforts generate results, she closes the gap by evaluating the hit herself and communicating with the media outlet once again, further establishing herself as a resource to be used on an ongoing basis.

Media relations experts, like celebrity chefs, take great pride in their successes. Getting a great hit in broadcast, print and online outlets is never as easy as it looks. In fact, often it’s messy work that takes much longer to produce than desired. But great results tend to be delectable and are savored, making life all the much richer.