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                      "Early on in my career Michael I realized that the 
                             media could get along very well without me. 
                               But I could be greatly helped by the media"
                                                                                        - Zig Ziglar
During an interview June 3, 2005 on Michael's radio program
The Success Radio Network

                 Listen Here

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The information on this page is intended to give you an overview of
working with the media. Each topic covered on this page is expanded
upon with greater detail on the Specific Media Topics section of this site.
If you're new to the publicity game I strongly suggest you get a feel for
what's included here.

Once you're comfortable go to the topics section. There you can learn
more about what is the of most interest to you. Also whenever I use a
word or phrase that is media specific the word is underlined and will
link to the glossary page in case you need a defination or clarification.

On any given day up to 70% of all the “news” in your local paper is released to the media. News is released by public relations firms, corporate press agencies, in-house press departments and yes people just like you. In newspaper sections such as Life/Style, Business, Community, Travel, Money, and Entertainment, the percentage of released news stories approaches 100%.

The same is true for radio, television, and magazines. This is not to say these individual PR organizations write these stories, although often they do, but rather they pitch the story idea to editors, producers or in most cases individual reporters.

Most casual observers are unaware that news stories that appear or are produced are not discovered by some crack shot, hard nose reporting, but are actually offered to the media outlets for consideration.

This lack of understanding on the part of John Q Public presents some astounding opportunities for the entrepreneur, small business owner, or professional sales person willing to seize the initiative. In other words you can become your own public relations department and begin reaping the wildly effective benefits of being a media darling,
starting today!

Is getting the media to tell your story really that important?

Firms such as Coca Cola, Walmart, IBM, Sears, AT&T, and thousands more, have entire departments staffed with people whose only job it is - is to get their firm or product in the news. In addition to these in-house agencies there are countless PR firms at the ready to assist smaller to mid size firms get the attention they deserve. And they do not come cheap. Many PR firms charge in excess of $350.00 per HOUR! Now you know why I learned to create my own MEDIA BLITZ and pocket the savings.

So why all the fuss?

It’s a harsh thing to say, but it happens to be the truth; people are naturally skeptical. They tend to doubt anything that sounds outlandish, extraordinary, fantastic, or too good – that is unless they see it or TV, hear it on the radio, or see it in print. It’s sad but true, but most people buy into and believe almost anything the media offers them. Their perception is that anything the media folks serve up has been painstakingly researched, verified, double-checked, re-verified, and then confirmed by a third party who supposedly put the story to the same test.

Moreover, the majority of people have no idea that news stories are created and then submitted by outside forces. They think that you, your idea, your firm or product is soooooo wonderful, so profound, so worthy, that some hard-boiled investigative reporter discovered the truth about your greatness. And out of a compulsion to educate the world on your life changing idea or cause, revealed your story for the betterment of mankind.

In addition to stories being released, “slants” and/or "spins” are released on current stories in the news.

For example: After the city of Atlanta found it had been awarded the 1996 Olympic games, the town went into a land buying frenzy. Downtown Atlanta is overcrowded and land parcels were at a premium.


The neighborhood that surrounded the stadium and the proposed Olympic site was populated by low income, minority owned hovels. Many of these “shacks” were financed by a large sub-prime lender. (I'm purposely omitting their name to save myself from a cease and desist order)


This company began foreclosing on these properties with the supposed hope of selling to the city. I do not pretend to know the true intent of of the firm. I do however know firsthand the maelstrom of bad PR was intense to say the least. The company's response was to hire one of the bets spin doctors in the business. Her name was (I guess still is) Stacy _______. Stacy (X) was hired for really big bucks . She convinced (rather sold) the media that this finance company was really doing these poor folks a favor.

The Spin?
The company in question was buying these homes at an inflated price over the true market value. This exceptional return on their hosing investment would enable these displaced homeowners to purchase newer, more appropriate housing elsewhere.

The result?
The media ate it up. The company  came out smelling like a rose, Stacy (X) saw her stock and income skyrocket, and hundreds of destitute Atlantan’s were able to afford larger, more upscale hovels. All compliments of a few well placed and heavily influenced news stories.
I mention “slants” only because it is possible for you, the publicity hound, to offer differing views on current news stories and benefit from the added exposure. You get the name mention without the burden of pitching a full coverage story. (More on this later)


By now you’re probably thinking this is all well and good for a big finance company, a Walmart, or Coca Cola but why do I need media exposure?

Having the attention of your communities local media has always been beneficial if not outright explosive in terms of gaining free exposure for your product, service or idea. Studies done decades ago and similar studies done more recently suggest consumers are up to 20 times more likely to trade with a firm “in the news” over a firm that advertises during the news.


The reason for this phenomenon is called an implied endorsement and there is simply no amount of direct, paid advertising that can compare in terms of credibility. (I purpsosely highlighted the term implied endorsement because you absolutely must grasp the power of this concept and I intend to visit it again and again)

The reason it works is simple. When you place an ad in a newspaper or buy air-time, consumers assume you have padded the truth, are singing your own praises, embellished, baited, etc. Of course your offer sounds great, you, the advertiser wrote it. However when your local newspaper or popular TV program begins to sing your praises, well they must be true and worthy of the listeners/readers consideration. Simply stated you cannot buy, for any amount of money, what free media exposure will give you for free!

 
An increasingly skeptical world...

We live in an skeptical world. Advertising overload, direct mail campaigns that threaten to cause the mailbox to droop, tele-marketers, morning noon and night, people are fed up, confused and troubled about making the wrong buying decisions. To make matters worse the implosion of Enron, WorldCom, Aldelphia, Tyco, et. al. has given birth to more than a skeptical consumer, it has introduced something much worse, a hostile one!

People simply do not know who or what to believe. Traditional advertising is met with indifference at best. People have been trained to look for the hook, angle, or bait and switch. In some rare cases entire industries have seen their credibility diminished. Although most notably in the sales industry, financial services, real estate, legal religious and medical professions have all come under fire for being perceived as self serving and less than forthright.


The solution? Public Relations! That’s right a good healthy dose of PR. Please understand I’m not advocating publicity as a means of cleansing a bad reputation or for the purpose of setting the record straight. I have little concern with changing the public perception of business as a whole, or particular industries or firms. My quest is single-fold. To help you, the business person to make more sales, earn a higher income, with more free time, less expensively, with a more pliant and receptive prospect all by way of some time tested and easily duplicable strategies of working with your local media outlets. (Yes these strategies work on a national level too)

So if you’re ready to see your bottom line zoom, gain some celebrity status, and have a ball doing so – let’s get to it!

Lesson #1
     The media needs you. Most reporters are responsible for finding their own stories. In most cases these folks are severely under paid and overworked. Turnover at most media outlets, whether, print, radio, or TV is extremely high. The stress is awful. Although this might seem a bad situation, it often happens that if any given reporter/producer/editor refuses your idea, wait a month he may be gone. (Key point – A story that a reporter hates this month is next months’ headliner. So even if he is still employed the story might be better received at a later date – More on this later)

These people are constantly on the lookout for new story ideas. Their job depends on bringing readers or viewers. In the case of TV reporters they may be dispatched to some late breaking news scene from time to time, but usually they are on their own watching their assigned beat and dredging up news.

Lesson #2
     Relationships are key. Get to know the reporters, editors, and photojournalists. In the case of radio and television you must add the shows producer. Reporters/producers tend to call on people they know when a story, quote or comment is needed. Moreover these same people keep what is called a “Green File” or experts file. It’s nothing more than a Rolodex of local or regional contacts. A list of people across industry, association, academic, and municipal lines that are available to comment on breaking stories or to compliment a feature article.

Call your local reporters, the ones who write on issues you are familiar with (Such as financial stories, medical, arts etc.) and let them know you are available when the need arises. Also make certain to let them know if you can be contacted on a moments notice. (This is a very strong relationship builder)

Another reason for making yourself available is much of the time the reporter you assist will be the same one that agrees to do a full blown story on you. It’s not a matter of writing a press release and waiting by the phone. Help make these reporters and producers jobs easier and they will repay you with feature stories, mentions in other articles and leads on possible other opportunities. 

(Although you do not owe a thank you in the case of a quote or story insight you offered, a card of thanks is mandatory when the entire story is about you)

Lesson #3
     In the case of radio or television the reporter or anchor is not your best bet when trying to get on local interest programming. (i.e. The Morning Show) Always court the shows producer.

In the case of television news programs the reporter does have some input, but traditionally the newsroom will decide who goes where and when. The exception to this rule is with the “specialty segment” reporter like the consumer fraud or health reporter. These people usually produce their own pieces with the help of an assistant. (The assistant may or may not have material/guest input depending upon the relationship between the two)

Lesson #4 
     All reporters consider themselves storytellers. Regardless what the story might be, they must find the local angle and turn the piece into a lively, informative and entertaining story with local appeal. Make NO mistake about it - news is entertainment. Young media upstarts may disagree at first, but it does not take long before they discover this truth.

Lesson #5
     All news has a “story”. All stories are not news. If you wish to see your story hit the newsstand it is mandatory you find the local angle. Why do we care? Your idea must be informative, compelling, and yes entertaining to the media and to their customer – the viewer/reader.

Let me give you an example: In addition to my speaking and consulting business I own a firm call Life Saver of Alabama. Life Saver builds and installs removable mesh pool fences to keep toddlers from drowning. When we first opened this business it was unique to Birmingham Alabama. I convinced myself that a simple release with the headline; “Life Saver Pool Fence comes to Birmingham” would pull massive story requests. I was wrong. (There’s is a simple lesson here. I do this for a living and even I misjudged the media’s interest, at least at first)

I went back to my bag of tricks and did some hard core research on child drowning. Not just the stale statistics offered by the franchiser. I wanted to learn how this preventable tragedy affected people in my hometown. (I was looking for the local angle)

A week later I sent a new release. (Actually it was the EXACT same release with a different headline. For the sake of clarity this was a blind release. No phone calls were made. Although I own a good piece of this business I am known locally as a speaker and business consultant. I did not want to muddy those waters by putting myself out there. I sent the release and asked my partner to field any response)

The new headline . . .

Is a Child Killer Lurking in Your Backyard?

     Eleven children will die needlessly by this Labor Day in Birmingham alone

KABANG!

It was an instant success!

Within days we had four radio interviews, two live on-air television news stories, one feature story in the Birmingham News, a three paragraph mention in Birmingham Magazine and one guest appearance on a local morning show the day after Miss Alabama had been crowned,
with Miss Alabama (and 1^st runner-up to Miss America) Scarlotte Dupree on the set.


All with one faxed release!!!

The reason it worked so well? The release caught the imagination of the local press. The story was personalized and we shared how the tragedy affected local readers and viewers. In other words there was something to be gained from watching/reading the piece and a community service was performed.

Some story ideas for other businesses might include:

• Investment advisors might pitch a story on how Enron, AOL, Aldelphia, etc. is affecting local investor confidence

• Mortgage rates are at all time lows at this time. Housing starts are booming. Hey real estate agents, here’s your angle

• Car sales have been slumping nationwide, how can buyers in your town use this to their benefit?

• Storms have plagued much of the country. How can homeowners avoid being defrauded by unscrupulous contractors?

• Stockbroker and mutual fund manager misconduct is in the news. How can an investor avoid being taken advantage of?

• People who sell swimming pools might pitch a story on how to “close” a pool for the winter or maintain it during the cold months. Remember to pitch again in the Spring.

• At this writing Christmas is around the corner. Small retailers might offer insights about the benefits of early shopping.They might also wish to submit a story on the advantages of buying from a smaller merchant versus a mega retailer

• Landscaping contractors would do well to sell a story idea on winter lawn care or seasonal grasses. Remember to contact the media again when the temperatures begin to climb.

 
The opportunities are endless! Newspapers and electronic media have a huge amount of space/time to fill – help them fill it.

One client of Michael Hart Speaks LLC in Florida put together a story idea on how the elderly can avoid being scammed by unscrupulous financial advisors. Since his market area has many elderly people the story was well received. So much so this fellow got four articles placed in the same paper. Additionally he was asked to do several radio interviews and marketing promos for the station during the program day. PLUS he is in negotiations for his very own weekly radio program to address the same ongoing issue.

He will be PAID to promote his own business!!!!

(Can you say “Welcome to America”)

All from one locally slanted article and a couple of well placed and followed up press releases.

His own radio program! Tell me the media folks are not starved for new ideas!

In case you haven’t figured it out yet selling the media is not unlike any other type of sale. A sale is a sale, only the buyers’ change. My client in Florida is actually considering abandoning all individual cold prospecting and focusing exclusively on selling his ideas to the media for mass distribution. My contention, and luckily I got him to agree, is that it takes the same energy and effort to pitch one person as it does forty. (This is why I am such an advocate of selling in public seminars) However in this example you are not putting your name in front of forty people, but rather forty-thousand, OR MORE!

Lesson #6
     When talking to a reporter it is okay to ask their opinion of your story idea and ways you might tweak it to better comply with their needs. It is also okay to call and ask what types of stories they are in the market for. (i.e. If you sell stocks, bonds etc. Tell them this and ask what kind of financial stories or topics they are most in need of. In this case you would be speaking to a business section reporter or financial segment producer)

Lesson #7
     Reporters work on deadlines, often very short deadlines. When calling to make an introduction, call early in the morning hours, before 8am. (If you’re calling an AM show producer make it later in the day). Deadlines tend to be a hassle for these folks later in the day. Keep your into short. You might even want to rehearse it. Keep it under thirty seconds unless they invite you to stay on the phone longer. Another way to get in the door is by way of email. Email has become the contact method of choice for many reporters, producers and on-air personalities. You may also send your press release by email. (In the case of the pool fence company this is precisely how it was delivered. Please see the sample release that accompanies this report)

Before I forget... If you email a press release the contact information goes at the end instead of up front 

A good time to contact on-air producers is immediately after the show has aired. Their stress level is vastly lower with the day’s deadline behind them.

When contacting a reporter by email do not expect an immediate response. It may take days if not weeks for them to get back to you.

Lesson #8
     If you have an especially poignant story that is hot and time sensitive, you might consider calling the reporter and inviting him/her to eat. Breakfast is usually preferable as lunch or dinner might interfere with a deadline. Be prepared to pay and bring a copy of your idea outline. Do not make the reporter take notes.

Lesson #9
     Whether a morning show, newspaper, magazine, or radio/Television program, become a fan. Read that reporters stories, listen to the on-air hosts commentary. Get to “know” their style, preferences, topic trends, and even their consistent word or phrase choices. Many times you will see “phraseology” appear in a print reporters style. When writing or sending an email try to write in the same style as the reporter. i.e. if they use the phrase “soooiee pig”  through-out their stories, incorporate soooiee pig in your pitch. (Remember people like to buy from people like themselves) Although this strategy is not mandatory, it will help to get and keep his attention. Make certain you get to know your media targets vein of interest, his hot button!

Lesson #10
     Almost every paper, magazine and some online outlets publish an “EDITORIAL CALENDAR”. This is their topic schedule for the year. It includes the type of articles their will run and when. i.e. June is “Pool Safety Month”, February is “Tax Preparation Month”. This calendar is sometimes reduced to the weeks or even days. By having a copy of this calendar – which they will be glad to send, and is a yet another great way to get to know your local media folks – you can pitch specific topics ideas during a period when they media has publicized they will be most interested.

So to Summarize . . .

Take a good long look at your firm, your product or service and what you wish people to know about you. Get in the habit of compiling a list of story ideas. What makes your firm, product, idea or cause so hot, so important, so timely, that people must know about it?

Begin to look for local angles that make your story irresistible and applicable to the people that live in your town or state. Remember the pool fence company? The original story was pool fence comes to Birmingham. Blah!

The revised story was LOCAL children drown frequently. The final completely edited story was how to keep kids from drowning in public pools, lakes, oceans, bathtubs and Dixie Cups – I’m not being flip here, small children can drown in a Dixie Cup worth of water. The article was about drowning as a whole, not just pool fences.

There are not enough private pools in Alabama to justify a pool fence story, but there are enough public pools and bathtubs, get it? The story was in the tragedy – not the fence. (It's critical you get this point)

By positioning the firm as an authority on drowning we automatically became the de facto expert on pool fences and all anti drowning devices – which by the way we did not carry other devices until after the story ran and were asked about other options by people without private pools. The media story actually forced us to add to our product line, by offering other devices, and in turn expanded the number of potential clients.
<Note my use of the word authority>

Every time a drowning or near drowning incident occurred our firm was featured on the news. If we had been merely a pool fence company, that never would have happened. By the way, positioning us as an authority on drowning prevention was the original reporters idea.

Find the broader story.

Next write a compelling release. Visit the Sample Press Release page for more information. Press release MUST have compelling headlines. There is a publication called Radio and TV Interview Report (RTIR). This report is actually a monthly catalog sent to radio and television producers. It features authors, speakers, and consultants, who are available for on air interviews. I suggest you call and ask for a sample issue. The headlines are incredible and you can see first hand how experienced PR copywriters think and write!

You might even want to consider advertising depending on how aggressive you are and how broad your geographical marketing area is. Other than RTIR pay careful attention to your local news headlines and TV/radio promos and trailers. (Contact RTIR at 610.259.1070)

Send your release to the appropriate section reporter. Give it a day or two and follow up with a phone call. You may introduce yourself during this call or if you prefer contact this same reporter to offer your services as an expert third party (For quotes, comments, etc.) first then send the release. There is no cut and dry here, you will have to play with it. But make certain you make the follow up call.

WARNING: Reporters say no – frequently!
 
Many top PR people fail to get any given idea coverage much of the time. But as the saying goes: “You know what you call a baseball player that fails 70% of the time? A "Hall of Famer"!

Even if the reporter says no let him know you’re available as a future contact. Ask him what he would like to see from you in the future. REMEMBER: You are positioning yourself as an expert. Not, “hey I own a typewriter what are you looking for?” If you sell real estate, all future article ideas should revolve around real estate.  The same formula works for on-air producers. Idea/Release/Follow-up – Idea/Release/Follow-up and so on and so on.

You may wish to write the entire article instead of a release but this can backfire. I suggest you become comfortable with this process first. When you are ready to begin writing your own articles the dynamic changes

But I hope you do consider doing so because being the author of the article is a major leap forward in sales prospecting strategy. I suggest you mail your releases to the appropriate contact. If you prefer you can email them. If you fax it will end up in the newsroom (Which is where you want it to go but now you have no control over it getting to your chosen contact)

 
Another point to remember . . .

All because one reporter at any given outlet says no, does not mean another reporter at that same paper or station will. Shop your idea. Also a reporter might say no on Monday and yes on Thursday. This is JUST LIKE SALES – Only the payoff is bigger – MUCH BIGGER!

Of couse there's more but to learn but for now...
That’s it for Publicity 101

Although I could share countless ideas and strategies, the information presented here is more than enough to get started. Try to remember this is not an exact science. You will have to learn the ropes. The reporters need you, although some days it may seem they forget this.

TRUST ME – they know and do appreciate the effort. Always treat them better than your mom, not because they deserve it but because most people treat them poorly. They owe you nothing! Every time they submit a story their career and reputation is on the line. Help them help you. Find the news, help create the local angle, sell them on why it’s important to the community.

NEVER and I mean NEVER butt heads with a reporter. If they say no just give them the ole “Thank you sir may I have another” and come back tomorrow. If you anger one reporter or producer you anger them all and they reside in a very cloistered world, word will get around if you're a pain – BE NICE!

Never give up! You have no idea how quickly publicity opportunities can arise. Reporters function differently than most folks. They will tell you no way one day and the next day show up at your door looking for a quote.

One June I was told no on an idea. In late July a reporter called. He had a friend reporter who needed a quote for the very story I pitched and was turned down on. My contact said, “She’s in bind can you help her out?” I said sure when? He said, “She’s in your parking lot” I said, &^%$*^#. I was in blue jeans, unshaven, and not in good spirits that day and this was a live interview for the six o’clock news.