10 ways you can keep the media coming back for more

Common courtesy and professional exchanges help forge lasting relationships

With an ongoing need to cull high-quality, newsworthy content, I often base this important source solicitation decision on—OK, here comes the big secret—my previous experiences working with media relations professionals!

Don’t get me wrong: I do make an effort to reach out to new sources, but often, when it comes down to the crunch, it’s those reliable PR folks to whom I frequently turn for that expert input.

That said, here’s my Top 10 list of the things marketing professionals can do to keep the media coming back for more.

1. When a media request comes in, respond promptly, even if you can’t confirm right away that you’ll be able to contribute. Then be sure to follow up in a timely manner.

2. Provide the requested information, quotations, images, etc., by the editor’s deadline. Sometimes there is some leniency here, but it is most professional to request permission to submit materials past the requested date, if possible.