Tuesday, February 17, 2015

Look At Me! How To Get Noticed By The Media

How do you get people to pay attention to you?

Simple question, right?  What’s the answer?

The world is crowded with people trying to get your attention, and even when they get you to look or listen to them, how do they sustain that interest?  This is the question asked by the news media, those wanting their attention, and all the politicians, corporations, non-profits, entertainers and professional sports leagues.

Lets break it down to the basics.  What gets attention is the loud noise (baby cry, person screaming, blaring music), the pyrotechnics (explosions, fireworks), dare devil stuff (risky activities, dangerous environments, poking the bear), shiny coins, colorful rainbows, beautiful people, and powerful oddities (325-pound football player, the lion tamer, the heroic soldier).  We react to what shocks our senses – physically – and our standards (culturally), our beliefs (faith), psychology (mentally), and our understanding of fairness, what’s possible, and how things should be.

So the way to get attention is to press at least one of the above-mentioned buttons.  There has to be a rubbernecking moment – a reason to look at you. 

One other thing gets one’s attention: powerful facts.  You can use facts and statistics to make a strong argument for or against something.  The truth, when presented in a certain way, can get others to take notice.  There is room for intelligent insights, cogent arguments, and shocking facts when you seize control of a timely issue and give the media an overwhelming dose of reality.

When you lead with is the most important piece of your arsenal.  If you are emailing a pitch, the subject line is all that they use to judge whether to look any further.  If you call the media, the first 10-15 seconds is your foot in the door before you hear “click.”  If you physically mail a pitch and book, the headline and sub-headline of your press release or the opening paragraph to your letter is what they’ll focus on.

You have some options:
*    Ask an outrageous question to invite them in
·         State an unbelievable fact to capture their interest
·         Provide a hypothetical as a fact to see if they are paying attention
·         Make a bold prediction or dire warning
·         Advocate for an action that sounds significant and surprising
·         Make a declaration on a controversial topic
·         Accuse someone or some group of grave wrongdoing

Whatever approach you take, keep it loud, colorful, and full of shiny things.  You need people to look your way in order for them to listen.


2015 Book PR & Marketing Toolkit: All New

Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer., You can follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2015

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