How
do you convince the news media to give you exposure? You have to convince them to take a next
step, so determine what that is. Your
goal may be to get the media to write about you and your book, but your first
goal is have them agree to: look at your book, or to be available to
briefly chat about what you have to offer, and to schedule an interview.
Each step leads to another.
One
step you take is to convince them to look at your book, you’ll need to impress
them with its contents. In order to make
them aware of relevant sections or passages, highlight with sticky notes or a
letter as to what they should see first.
Then, help them make the transition from explaining what you wrote and
identifying who you are to getting them to see why they should consider you as
a source or a personality worth talking to.
Should
you get them to take step two – to talk to you – you’ll need to discern their
level of interest and feed them what they are looking for. It’s not about you and what you wrote – it’s
about them, their needs, and how you can service them.
If
you make it past the first few steps, all that is left is to close the deal
with an interview.
Try
to learn of their questions ahead of time.
Get an idea of where they want to take their story and look to meet them
where they need to get to.
So
how do you get past the initial stage of convincing the journalist to take a
next step with you? You’ll need to
approach them in a strategic way. Here
are some ideas:
1. Reactive
Approach
You see the journalist just wrote on a
matter related to yours. Contact them to
show what you can offer on the subject.
2. Pre-Emptive
Approach
You may know a holiday, anniversary, or
expected news event is coming up and you want to ride its coattails to get
coverage for your book. Contact the
media and reference the special day, week or even a month out, and show how you’d be
a good source should they choose to cover that special day.
3. Argumentive Approach
Offer a contrarian viewpoint on a
popular subject and show why it has merit.
4. Controversial
Approach
Make inflammatory statements, challenge
the norms in a way that’s not so polite, and call out/criticize people and
policies.
5. New
Facts Approach
Make media aware of new findings on
something the media didn’t know about.
6. Insiders
Approach
Show how, based on experiences or
connections, you are in the know with a behind-the-scenes look at something
newsworthy.
7. Popularity
Approach
If your social media numbers are substantial,
tell the media. They run towards people
with lots of followers.
8. Solutions
Approach
Can you solve major problems? Tell the media how.
9. Criticism
Approach
Is something wrong that needs fixing and
we didn’t know it was a problem? Expose
the problem and watch the media run in.
10. Celebrity
Insight Approach
Are you in a position to comment on newsmakers, such
as why a celebrity couple broke up or what drove a company out of business or
why a politician is in a scandal? Do
tell.
There
are many ways to get the media’s attention.
It all begins with a timely idea that is expressed succinctly to the
right person at the targeted media outlet.
Get them to want to know more and to see your book. One step will lead to another.
The
litmus test to sound convincing?
·
Use facts and not bullshit
·
Sound firm and confident
·
Intimate you have knowledge the media
doesn’t have
·
Explain your intentions are noble and
purposeful
·
Come off as a friend they’d like to have
·
Don’t hyperbolize or theorize – just hit
them with substantive ideas and information
·
Approach them as if you are doing them a
favor
Good
luck.
DON’T MISS: ALL NEW RESOURCE OF THE YEAR
2015 Book PR & Marketing Toolkit: All New
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