So you’ve written an amazing press release listing all your new campus LaunchPad services and now you’re ready to blast it out to tips@nytimes.com, pressrelease@wsj.com, and that new VP in your university’s marketing office! Get ready for the media to come knocking down your door, right? Wrong.

Unfortunately getting press isn’t quite this easy. And like most things of value, getting it takes planning and preparation, and keeping it is all about cultivating personal relationships. We recently spoke with Linda Dickerson Hartsock, Executive Director at the Blackstone LaunchPad powered by Techstars at Syracuse University Libraries on the topic of press and gained some valuable insights into what she has found to be effective.

Internal Media: Introductions, Ongoing Contact, and Reciprocity

Linda has been exceedingly strategic and deliberate in her efforts to get news coverage of her LaunchPad, and it all started three years ago.

“One of the first things I did when I opened the center at Syracuse was host a meeting for marketing and communications staff - both those in the university [marketing and communications] office and within each college and school,” she said. “I shared our mission, programming, and events, yes, but also emphasized that it was their students that were participating and starting businesses and I shared some of their biographies.”

Within weeks, she said, this meeting led to 3-4 articles in university publications and communications. What surprised Linda at the time is that some of these people (particularly the college and school-level) were really starved for stories. Between websites, newsletters, and alumni communication, these people have a big funnel to fill. Following this introductory event, Linda stays in touch regularly, both in person and via phone and email, to share news with applicable communications directors.

Having already met in person, this outreach is more meaningful than coming from some unknown center staff person. Linda also shared that she has repeated this event with new marketing and communications staff in similar ways each year since. Including non-university communications staff, like students or professionals who run on- and off-campus newspapers, may also produce good results. Another key, Linda recognizes, is CC:ing the applicable deans when she sends news to college and school-based marcom staff.

“Reciprocal Representation” is another key to Linda’s success in building this network.

“Whenever we publicize and promote our student entrepreneurs we always name the college they come from,” said Linda. “Similarly, when we share something on social media, we are vigilant about tagging the applicable schools and departments. They’ve come to know that we’re as committed to their interests as they are ours.”

This is commitment to cross-recognition, Linda explained, is something she also imparts to her students, reminding them to share credit with their schools as much as the LaunchPad.

External Media: Focus on the Contact, the Story, Deliver Drafts, and Explore Alumni Contacts

Getting in university publications is one thing (and an important initial focus), but getting coverage in local outlets is another challenge.

“This is hard work and we haven’t done a ton of it,” Linda said. “Just blasting out press releases to everybody in the media is a waste of time. Not worth the effort. These people get a million press releases and ignore them all if they don’t know who they’re from.”

One important step is to do your research. Understand what outlets might be interested in your students’ stories - and which would not. Local business media and their local reporters are going to be more open to a pitch than national outlets. If you can build a relationship with a select few reporters that cover education or small business, that may prove key. (To avoid stepping on toes, be sure to involve your university level media/PR staff in this relationship building!)

Another key is to always be thinking strategically about how your LaunchPad is related to the latest story. Media will often play off one topic to lead into another. If you see an article in your business journal about declining entrepreneurship, you could reach out to that reporter (or one at a competing local publication) to share how your LaunchPad is helping buck the trend. If there is a story in the news on a local health topic, that may provide an opportunity to share information on your student entrepreneurs from the medical school.

Another strategy is to provide outlets with the original content they constantly need. Recognize that many outlets, especially professional and industry outlets, are operating on shoestring budgets. That means they don’t always have the resources necessary to pay writers for articles. Offering your own originally written content, with a focus on the student and their story, may result in some quick and easy coverage. Start by finding an industry outlet or two that is relevant to your students’ businesses and ask if they accept externally authored content.

Finally, consider alumni contacts. Recently, Linda got a call from a communications person in the Syracuse College of Journalism. An alum, now with Newsweek, was interested in doing an opinion series and Linda’s marcom contact knew they could count on her to fill the pipeline of entrepreneur stories.

Similarly, though you may have limited sway with press, you may talk to your LaunchPad alumni advocates about who they know. Local media may be more willing to take a call from the local law firm’s CEO or manufacturing plant owner, and these kinds of backers also offer the benefit of offering an “external endorsement”.

Conclusion

Getting media coverage for your LaunchPad and your student entrepreneurs takes significant effort and deliberate strategy, and there are simply no shortcuts to building the required relationships. It is certainly a long game, but it is also incredibly powerful when it comes together.