GlobalBX

You’re ready to place your story in the media, but what do you do now? Before you move forward, step back and review your objectives and your approach. What is your pitch? What is the story that you’re offering to the media? Are you pitching a story that meets the media’s needs? Have you defined your target market? Does your press release effectively address that market? Does your media list effectively target that market? Can you modify your story and pitch ideas so that you can reach a broader target market? Is your press release grammatically correct, easy to read, and no more than one page long? These questions are going to start becoming automatic.  They will become your media mantras.

Put together a select list of media outlets that you want to approach, keeping your target audience in mind.  This is your first outing, so don’t get too ambitious.  I suggest that you initially target the local media.  Along with your local TV programs and newspapers, study the cable outlets, community papers, college papers, and business newsletters. Start small; learn to walk before you try sprinting.

Don’t think that because you’re going to smaller or local media outlets your job is going to be made simpler.  One of the odd quirks about the media is that often the smaller the outlet, the more demanding the producer or editor will be.  I can recall several instances where the editor of a small local community paper was much more difficult to work with than an editor at Time or Newsweek would ever be. Every now and then, you’ll run into someone who thinks that being difficult is a mark of professionalism.  If you run into that, just roll with the punches, be polite, present your story, and move on. Do not become confrontational or argumentative.  That’s a sure way to ruin your campaign.

Media outlets vary.  Each magazine, newspaper, and TV program have different needs and demographics.  Each time you’re preparing to pitch a story, put yourself in the place of that editor or segment producer.  Try to think the way he or she thinks, and you will be much more creative, and more effective.  Now put yourself in the place of the reader or viewer.  If you’re going local, pick a local slant.  If you’re going national, broaden your pitch.  If you were a reader of People magazine, would the story you’re pitching interest you?  If you were a CNN viewer, would your story be of interest?  Are there various ways to write your release that would interest both a People magazine reader and CNN viewer?  You may want to come up with three or four different releases to send to different outlets.

It is a process of continually reviewing and refining. Constantly look at how you can better express your message, pitch your story, and present yourself.  I can’t overemphasize that you’re pitching a story, not a person or a product.

Consider pitching articles to newspaper and newsletter editors in your area. Offer to write a free feature article on a topic that has to do with your particular area of expertise.  Pitch an informative or how-to article that will help both educate and inform the readers.  Ask the editor if he or she would be kind enough to run your name and phone number at the end of the article.  If you are uncomfortable writing an article, hire someone to write it for you.  This is the type of article that truly helps position you as an expert in your field.

It could take some time.  You might have to pitch three or four different ideas, but, eventually, a newspaper, radio show, or TV program will listen and schedule an interview.

Let’s see if you’re ready.  Have you practiced conducting mock interviews?  Have you done some media training, even if it’s only with a friend? Do you have a list of the main points you want to cover?  Have you stood in front of a mirror and asked yourself some anticipated questions, reviewing how you’ll answer and how you’ll look?  You owe it to yourself to give the best presentation and interview you can.

The good part is that you started.  If you are prepared, you know your topic, and you give the media a good interview, then other media outlets will follow.  The media and the public will begin to see you as an expert in your field.You’ll start getting calls about your product, your service, or your practice.  Your hard work will pay off as the interviews begin and your media campaign takes flight.