9 tips to help you get quoted in the media

Not always. What goes in does not always match what comes out in the story.

There are few things more frustrating than offering your best insights, quotes, and experiences, only to be cut out of the piece or damned with a minor mention. As every PR professional knows, there is never a guarantee of being featured in what we call a “roundup.” Yet there are some guidelines that will maximize your chances of owning the story.

First, know the goals and direction of the interview. Is it for the reporter’s background or on the record? Even if it’s a background interview, it can still be a good use of time, as journalists and bloggers tend to return to good sources. If it’s for attribution, assume you aren’t the only one being interviewed. Get your competitive juices flowing.

Be prompt. Sometimes even great interviews don’t make it into the story because they blow the editorial deadline. Make sure you know what that deadline is, and build in extra time. Journalists and bloggers work in a very dynamic environment, so being included in a story can come down to being the first to return a reporter’s call.