In today's fast-paced, high-tech world, the entire landscape of the media has changed - and continues to change each day.

At Ripley PR, we're constantly keeping an eye on traditional and new media, so that we can make recommendations to our B2B public relations clients that will help them land an interview or bylined article, in a newspaper, industry publication, or even on a blog.

This article from Ragan caught our attention.

It outlines some points to keep in mind in dealing with journalists - points that can ensure you get quoted or featured in the media.

These points are valuable for both PR professionals like ourselves, and company executives looking for media coverage.

Here are the key points:

• Be prepared: these days, most media outlets are short-staffed, and reporters may run on multiple assignments each day. That means that unlike the old days, they might not have the time to do in-depth research in preparation for an interview and story. So, if you're on the other side of the interview, it's worth it to prepare yourself. That might mean taking some time to research the reporter and what kind of stories he covers, and anticipate what questions he might ask - even ones you would prefer not to answer. Then, prepare your answers - and make sure you're ready to provide some background information on your company.
• Be professional, but be yourself: It's important to be natural in your interview - building a relationship with a reporter will benefit you down the road. But you must also conduct yourself well. Make sure you've practiced your answers and don't try to fill a silence with awkward, mindless chatter that may lead to giving away something you don't want to. Also, be sure to ask the reporter if he needs any clarification on your answers
• Follow up: If you promised the reporter you'd send some materials, make sure you do so. You can include a note with them, clarifying any of your comments during the interview and creating another quote that's easy to copy and paste.

People tend to have a negative opinion about journalists, so it's very important to remember that they are people too, and that, just like you, they are trying to do their jobs to the best of their ability.

Keeping these points in mind will show respect for any journalists you deal with, and will help them build respect for you as well.

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