Getting media exposure - Part II
Written by Shirley Lichti for The Record, April 16, 2003

Getting publicity is not rocket science. Yet I am continually amazed at how few people understand how to approach the news media and, consequently, are disappointed because their efforts to get coverage fail.

As promised in my last column, this month I'll give you an inside view of what the news media look for in the stories they cover. Many thanks to all the reporters, broadcasters and news editors who took time out of their busy schedules to share their perspectives with me.

What's your angle?
News organizations receive hundreds of phone calls and news releases every day. To get their attention, it helps to have an interesting angle or hook to sell your story idea.

Since the news media serve a broad audience, what's interesting to you might not be interesting to most people. The acid test for a good story is to ask yourself, "Who would care about this?" News editors will want to know if their readers, listeners or viewers will benefit from the information.

In the case of a business profile, the focus of a story could be on how a business was started, how it is managed, or the main challenges it has faced or is facing. Although there may be some exceptions, don't expect the focus to be on your product or service - it makes the story sound too much like an ad. Remember, the media report on news; they are not there to promote your business.

News releases

If you are able to present an editor with a clear story or news angle, you will have a better chance of getting coverage. When writing a news release, be sure your headline is to the point and eye-catching. (For more tips on news releases, refer to a past column on this subject, which can be found at www.marketingmagic.ca/articles/newsrelease.htm.)

Getting coverage necessitates developing a mentality for what is considered newsworthy. You need to always be thinking about what readers, listeners and viewers would be interested in hearing about.

If your goal is simply to "get publicity" it will be harder for you to get a favourable reception from the news media. Bragging has never been a very effective promotional strategy.

Do your homework
Imagine you are in sales. Would you consider making a call on a prospective new client without first having thoroughly researched the organization? So why would you consider approaching a news media outlet without understanding what types of stories it runs?

One pet peeve of the people I interviewed for this column is receiving a call from someone who asks them to "come and talk to me about my business and do a story." It's clear the callers don't read the paper and don't really care what the story says as long as the overall message conveyed is that they are successful. And there's a nice photo.

Doing your homework means taking the time to become familiar with the news media and understand who covers what.

For example, an all-talk radio station like 570 NEWS will be open to a wider variety of stories than weekly newspapers like the Waterloo Chronicle, Cambridge Reporter or Guelph Tribune, which focus on stories happening in their respective cities.

To get an idea about what would be considered newsworthy, read, watch or listen to the news media outlets. Spend some time thinking about the stories covered to understand how yours could fit in.

Timing and Deadlines

From a news perspective, timing is important. It may help if there's some kind of tie-in to what's happening in the community right now. For example, a company with an interesting angle on spring yard cleanups stands a better chance of getting coverage as the snow is melting.

Note that deadlines and "busy" times at news outlets vary dramatically. A weekly newspaper that publishes on Wednesdays will be very busy on Mondays and Tuesdays. And a television station preparing for a 6 p.m. newscast won't have time for a lengthy chat at 4:45 p.m. unless you have some very significant news to report.

Don't assume that just because someone answers the phone that you have caught a reporter at a good time. News media personnel work to tight deadlines. Respect this and find out the best time for you to contact them.

Also bear in mind that news changes constantly. If the contact person you've identified in a news release doesn't return calls promptly, a reporter may skip the story because something else comes along.

Interviews
Another pet peeve of the news media is discovering that the contact person is tied up in meetings all day. Be sure you list a contact who is available.

Don't call with an idea if you are not willing to do an interview. Television needs "talking heads" so if you are hesitant about appearing on camera, find someone who is comfortable and list that person as the contact.

When deciding on the contact person, remember to look for someone who can speak like an expert, not sound like a salesperson.

Follow-up
Lastly, follow up emails, faxes and news releases with a phone call. The news media have dozens of people contacting them every day with story ideas. Take the time to phone the reporter or news editor to draw attention to yours.

1. Learn as much about the news media as you can before you approach them with a story idea.
2. Think visually. An interesting photo opportunity boosts your chances of getting coverage. Keep in mind that news outlets don't like to take posed photos of cheque presentations and anniversary celebrations. Understand that pictures are the driving force behind television stories. If you don't have the visuals, you don't have a good story.
3. Understand the deadlines each media outlet has. Major newspapers have daily deadlines. Most radio stations do news updates every hour. CKCO-TV broadcasts news at noon, 6 p.m. and 11:30 p.m.
4. Get out there and network. Lest this sound like a platitude, I learned about the three companies profiled in my last column because someone was "out there" talking about what they do.
5. Be candid. During an interview, be prepared to talk about the failures and struggles as well as the successes.
6. Bear in mind that stories can just as easily be written about something bad that happens to a company. There's no guarantee that a story will result in positive publicity.

1. Don't arrive at a media outlet without an appointment unless you have urgent news.
2. Don't expect to get coverage of ribbon cuttings, visits by the mayor or publicity stunts.
3. Don't try to use the fact that you buy advertising as leverage to get a story.
4. Don't use the line that your business needs exposure to boost sales. Providing free publicity is not a reporter's job.
5. Don't expect to read or approve a story in advance.
6. Just because you tell the news media about an event, there's no guarantee they'll show up. Like everyone else, news outlets must use their time efficiently and adjust to changing priorities.

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