Yesterday's post addressed the wrong way to respond to ProfNet/PRLeads/Helpareporter.com media queries. Today's commentary is about how to do it right.
The following format certainly isn't the only way to respond to queries, but it's one that helps me decide if a responder is an appropriate source for my needs. It's also one that I use when responding to queries as an author -- one that often generates interviews about my book topics, so I know it has value. It's not the only way to respond, of course, but it can be a good starting point for you.
- Copy and paste the query title into your e-mail subject line. That's especially helpful for the journalist with more than one query.
- Start with your credentials. What makes you qualified to contribute to this article or segment?
- Take one or two sentences to offer your perspective. Maybe it's your opinion, something counter-intuitive, or information that validates the article premise.
- If I'm looking for an expert, offer advice in three or four bullet points. This will help me see your perspective and determine if you'll be telling me something I haven't gotten from anyone else yet. Note that while I don't quote from these bullet points, many other writers do, so be aware that what you write might appear later in print. I personally prefer to do telephone interviews, but I realize that many just pull comments from the responses of experts without a direct conversation or even acknowledgement that the information will be used.
- If I'm looking for an anecdote to illustrate a point rather than an expert, and you represent that anecdote, offer it in just a few sentences.
- If you're an expert, provide a link to an online bio or copy and paste it into the response. If you have a Web site, include the URL.
- Include contact information I can use to schedule an interview.
Ttry not to ramble and avoid attachments. If you think in terms of what you'd want to know about an expert source for that article, I'm sure you'll respond appropriately.
Finally, let me know how I can help you with this. If you've got questions, ask. Want somebody to look over your response? Send it along. Reach me at sbATsandrabeckwith.com. I'm here to help.
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3 comments:
Thanks, Sandra, for doing this. I use profnet and HARO and couldn't tell you how many untargeted and "I have the perfect person for you -- call me" replies I get.
Another thing to note is that sometimes I won't be able to use a pitched source for one story but will keep that expert on file for another. Even if the person doing the pitching doesn't hear back from me right away -- if it's a good pitch -- they might down the line.
Very good info here - I didn't realize that a reporter would want so many details on the first reply. Thanks for the tips, I'll be using them on my next HARO response!
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