Be A Resource
Whether it is for print, radio or TV, or whether it is for local news, trade media or something else, it helps to be a "goto" expert, Weinberg said.
Even providing shorter news nuggets in the form of one or two lines can get an advisor in with the media over time.
If an advisor is a trusted source, the media will reach out for the local point of view on national or global stories, he said. That can happen if you get placed into the media's Rolodex, he said.
Be Careful
Know what the compliance limitations are when planning a public relations effort, he said. “Love your hedge words from a compliance standpoint. Be careful of what you are putting out there,” said Weinberg.
Also be sensitive to the circumstances reporters are in. For example, a daily print reporter might not want a call at 3 p.m., when they're usually on deadline.
Also make sure your pitches fit in with a media outlets coverage area. “Do your homework on the reporter. Tailor your pitch to the reporter and the outlet. If you don’t know, it is OK to call and ask which reporter would be the best to pitch the idea to,” advised Weinberg.
“Be clear and concise. Brevity is key,” he added. “Don’t over answer the question.”
Avoid speculation or answering hypothetical questions, as that can be a slippery slope, he said. And be careful speaking when speaking on background, as reporters have a job to do. Also, do not assume a camera is off.