Get More Assignments By Covering Events
Get More Assignments by Covering Events
By David Geer I attended a presentation 50 miles away. The
speaker was an executive in the technology space, which is my
primary beat. Days before, I started pitching ideas for
coverage. I landed one assignment just before going, and another
after. While I'm waiting to hear about other pitches, I'm
writing more. I can re-use my research and call the keynoter for
additional interviews or follow-up questions. I expect to get
several assignments. Many magazines have long lead times and
will be happy to hear about the angles I can offer.
Get Announcements; Get Invited.
In my case, a PR Representative invited me. Though I'm not sure
how I was found, I can tell you how I make sure I can be found.
First, I get my listing up at sites where PR reps look. ProfNet
- http://www.ProfNet.com and Media Personnel -
http://www.mediapersonnel.com are two examples.
I also seek out PR reps. Go to http://www.google.com and search
for [fill in your beat] "news release". I might search for
technology "news release", for example. Click a release and
select the PR rep's e-mail link. Introduce yourself and ask to
be put on their e-mail list. You can also search by company or
organization and ask to receive event notices.
Skip the Press Pass.
1) Make arrangements through the PR rep who knows you.
2) Instead of asking if you'll need a press pass, simply ask
how they will know you.
3) Print out invitations, e-mail notifications and anything
else to verify your expected arrival.
4) Get names of the people who will know you are coming.
5) If you pick up assignments beforehand, tell the PR rep to
pass it on.
6) Carry business cards and clips; look the part, too.
7) If all this isn't enough, try to get a press pass through a
publication you've written for, or start out covering events
within easy driving distance.
How to interest editors with the offer of event coverage:
1) Let them know you're definitely going.
2) Make a list of reasons why (a) live coverage, (b) of this
event, (c) by you, make your pitch more appealing than others.
3) Factor in the event coverage, a live topical interview or
interviews, the topic presented and photos you might take.
4) Explain how interviewing in person makes for better
interviews as it involves non-verbal communication, a personal
touch and more trust on the part of the interviewee.
5) Know that personal interviewing demonstrates a relationship
or better access, making you the better person for the job.
6) By investing in the project you are making a commitment to
write a great piece.
What else should you do to reap the most assignments from
events?
1) Get known as an expert reporter on the particular beat for
events you're looking for.
2) Make contact from time to time with the PR reps to ask what
is coming up in your area. Your extra effort will often return
an extra effort by the PR rep to notify you of something they
may not have listed.
3) Learn as much as you can about the event speakers, topics,
other happenings there, available interviews, related news and
how other writers are taking advantage of the event, or whether
you might have the only in-person coverage.
4) Make it clear to editors that you will be gathering a broad
range of information that should be applicable to their
publication. Even if they can't respond before you attend, they
will feel confident in giving you the assignment afterwards.
5) Make it clear that you will be able to get follow-up
questions.
6) If an editor writes you declining because it is "too late",
share with them why it isn't, if you believe they might still be
interested.
7) Cement relationships made at events so you can leverage
future invitations and interviews.