Tips from the Desk Side in New York City

by Kate Sutherland, Vollmer Public Relations

One of the best ways to build awareness for your client is by introducing them to key members of the media in New York City. When establishing relationships for your client at print publications, whether it’s magazines or newspapers, a face to face introduction is a good approach. Plan a few days with your client to coordinate desk side appointments and keep in mind every detail counts.

Here are a few tips below to make your New York media tour a success!

• 30 Minute Rule: Schedule all interviews AT LEAST 30 minutes apart to allow for travel time and meeting running over, I tend to stick with 45 minutes if possible
  
  
• Cision LIES!!! Double check all addresses with editors email signatures or by calling
  
  
• Cross Streets are KEY! The difference between 400 Madison and 600 Madison is 10 blocks which is 1/2 mile, know your cross streets or you could end up running to your next appointment!
  
  
• ID Please: The new Hearst building has tougher security than the White House. All parties will have to show ID at the door…this goes for many of the major magazines so be prepared
  
  
• Rain = No Cabs: If it’s going to rain, you will not get a cab. For one appointment you can roll the dice, if you have a full day I recommend a car service. If you get a car service, they still get lost. Always know all your cross streets and make sure you have their cell numbers…they will drive away and leave you stranded!!
  
  
• Starbucks is not your friend: If you have to meet an editor or freelancer outside an office, I would suggest staying AWAY from Starbucks or other smaller coffee joints. You never know if you will walk into a Starbucks that is completely full, that has no seats, or if you will have a weirdo sitting next to you. I recommend meeting at restaurants – I can suggest good ones for coffee, lunch or drinks.
  
  
• Too many is better than too few: ALWAYS have extra press kits – editors love to bring in others to meetings unannounced. Nothing is more awkward when you only have one gift bag!
  
  
• No brainers, but friendly reminders:
  o Client’s cell number
  o Business card for you and your client (if you have them)
  o Press Kits
  o Editors’ phone numbers and emails
  o Notebook, pens
  o A laptop in case you need to illustrate something online
  o Samples if you’re talking about a product

Spending even just a few minutes with writers can go a long way. Prepare your client to share their key messages in the most time efficient way possible – and don’t forget to send a thank you from both you and your client!