Just wrote a wrap-up article on the Media 101 seminar at the Home Builders Association. Here are some tips from three Portland-area media professionals on how to talk to the press:

“Probably the best way to become a reliable source is to read their stories, and send comments semi-regularly that offer your perspective and offer to be helpful if they ever need more information. Once they come to recognize you as a source of information willing to discuss a variety of topics within their coverage area, they’ll be likely to add you to their contact list. Answer the phone whenever they call and you’re in the ballgame.” Scott Nelson, Oregonian editor and former business reporter for the Boston Globe

“Be knowledgeable, be accessible, and be reliable. Reporters always need helpful and sharp people they can count on.” Ron Pivo, former sports director for KGW-TV

“Always be willing to answer the call. Reporters are always working on deadlines. Those sources that get right back to them are the ones media people cherish. Providing fresh and unique story ideas to reporters. We’re always looking for something different that no other media has covered. The more unique the better because most media want to be the first to cover a subject.” Brian Monihan, publisher, Lake Oswego Review

Great seminar last Wednesday at the Home Builders Association about how to talk to the media and become a valued resource to them. A panel of media pros representing newspapers, TV, radio and magazines helped over 60 attendees better understand how to tell their stories to the press.

If I had to sum it up in one simple phrase it would be: It’s all about relationships. According to the panel, although the traditional press release isn’t completely dead it isn’t nearly as effective as building a relationship with the reporters, editors and producers who cover your business. When you become a trusted resource they are more apt to read your emails, take your calls and even call you when they need help.

So, start building those relationships today!