There are a number of common mistakes that business people who seek positive media coverage tend to make and by far the top one is that they approach media from their standpoint rather than taking time to discover, and then deliver, what the media actually wants. A savvy business person knows how to deftly bridge what they want to talk about with what the media wants to report on, and this is true for all media including TV, radio, print or online sites, blogs etc.
The secret to success when dealing with the media is give 'em what they want! Go easy on the self promotion and remember that a media story is not an advertisement. If you expect to control the message 100% you need to give up on publicity and instead buy ad space. I don't mention that to be flip, that is just the reality. I've been on both sides of the fence, as a reporter and as a PR rep for major corporations, and trying to tell a journalist what to write or air will always end poorly for you. Not sometimes. Always.
That said, there are many ways you can lead the journalist to produce a story or post that will be very beneficial to your business. It's all in your approach. First, you need to know what they want. This brief list will give you a place to start. These are the top 3 topics that media eat up with a spoon. Work your messaging around any of these and you will likely net some primo publicity, and build a nice working relationship with the journalist or blogger.
1. All Celebrities, ALL The Time! Turn on any newscast, pick up any magazine or newspaper, go to most news websites, and you will be assaulted by an avalanche of celebrity news. It seems the general public cannot get enough of a boozy starlet's latest escapade or the news of a cherished TV or film star passing away. The reality TV phenomena and the democratization of social media has created yet a new type of celebrity, reminiscent of Andy Warhol's famous quote "In the future everyone will be famous for 15 minutes." Whether the "celebrity" is legitimately famous or a flash in the pan matters little to you if you want to grab media attention; you just need to hitch your star to one of them.
Here's what that may look like for you. Suppose that Lindsay Lohan has just been arrested for DUI and erratic behavior and you are a counselor with a specialty for helping substance abusers pull out of their negative behavior. You can easily change your pitch from "this is the latest research on how to conquer substance abuse problems" to "Top 5 Tips That Could Save Lindsay Lohan's Life." Which one is more media-genic? Guess which one will get you a call back from a TV producer?
Take a few minutes right now to think about what celebrities (or types of celebs, such as reality TV stars who just won a contest) appear again and again in the news. How might you tie in your key messaging to one or more of them? Get creative.
2. Popular TV shows: Oh Don Draper, You Rascal! Here's another way that the counselor who specializes in substance abuse, from my earlier example, could take advantage of a media hot button--play off of popular TV shows in the news. I'm a rabid Mad Men fan, as are many others. Besides the delicious costuming, one of the aspects of that show that really amazes me is how much alcohol they drink, while on the job no less! A media-friendly story topic for the substance abuse counselor could be "Are you a Don Draper In the Making?" and he/she could speak with the media about warning signs for alcoholism and how to best handle that what role societal norms have in popular behavior and how "social drinking" has changed since the time of Mad Men.
You may want to do some research on top-rated TV shows and movies and see if you can provide interesting, engaging information on your expertise framed within those media interests.
3. Economic News: The Sky is Falling!
Since 2008 in the US we have been dealing with ups and downs and unprecedented bumps in the economy, which have impacted many peoples' careers, retirement plans, healthcare availability, living situations, debt and other vital areas of life. While the economy is always a pretty safe bet regarding media interest, it is more so when it's not working well, so economic topics and everything related have been top newsmakers for at least the last 5 years. That may be bad news for your wallet but it could be good news for your media outreach.
You may be able to tie in your message with topics like financial planning for future security, landing a job if you have been downsized, managing depression, keeping your family healthy, finding the best bargain on health insurance, car insurance, apartments for rent, nutritious food for your family (fill in the blank here). Write down a list of 5 topics you can dovetail with your area of expertise and make a bigger splash with the press.
Remember, oftentimes it's not WHAT you say, it's how you say it and this is surely the case with media. You want to present your topic along with something you already know will pique their interest, for a greater chance of capturing that elusive airtime!
Article Source: http://www.abcarticledirectory.com
"Deborah Genovesi is a resident expert for LifeBusinessGrowth. LBG utilizes a holistic approach" to educate women on how to successfully own a business, create wealth, nourish the soul & create a life they love! Visit lifebusinessgrowth.com for a free copy of Transcendent Women: The Most Coveted Secrets to Create Wealth, Live Your Purpose & Become a ROCKSTAR Entrepreneur.
Still Searching? Last Chance to find what you're looking for with a Google Custom Search!
Or.... You can search this site using our Bing Custom Search!
Did You Like/Dislike This Article? Give It YOUR Rating!
Please Rate this Article
5 out of 54 out of 53 out of 52 out of 51 out of 5
No Ratings Yet. Be The First To Rate This Article
Powered by ABC Article Directory