How
do you think the news media perceives you and your message? What litmus test do they employ to discern
fairly quickly if not prematurely, whether to give you further
consideration? Why – and how -- do some
people break through to the media while others with arguably better credentials
or books languish?
It
starts with this:
·
Perception
– of you by the media.
·
Packaging -- how
things are presented or appear.
·
Timing -- when
you pitch them.
·
Branding -- name
recognition or affiliation.
·
Competition
– what else has gotten to the media that competes with you.
Yes,
the topic is important – as well as your credentials and the substance of what
you offer – but they need to be sold on you and marketed to. They need you to
connect the dots for them. They shouldn’t have to think – just listen,
see, and be guided by you. Don’t ask
them to draw conclusions, dream, or know anything about you. Assume they know nothing about you.
The
media has a critical laser pointed at anyone that comes to them. They are rightfully suspicious of lobbyists,
publicists, businesses – and really anyone that has a financial interest in
getting media coverage. They also are
leery of egomaniacs, amateurs, crazies, and those who act as if they are so
unique or new when in fact they are remarkably not.
The
media likes to believe it’s getting a scoop or covering some trending topic in
a fresh way. It likes it when it covers
people or organizations that have huge social media followings. They like to mingle with celebrities,
star athletes, big-shot politicians, maverick CEOs and best-selling
authors. They like to be with those who
are validated by such people and powers.
The
media wants to know:
·
What
is it that you have to say?
·
Why
this message now?
·
Why
should they listen to you?
·
How
do you or your message compare to all other solicitations or things and people
they are aware of?
How
will they perceive you? It won’t necessarily be the way you perceive
yourself. Remember, they know nothing of your past, passion, personality or views.
Before they click on links or research you, they need something to draw
them in. What is it about you that
should make them give a shit? Ok, now
tell them that.
The
packaging needs to be clear, simple and attractive. Short and sweet. Throw in a catchy subject line/headline. Use an inviting visual. No long videos. No 12 links.
No long pitches. Get to the
freaking point – and do it with style.
Timing
is everything, from the times of day, day in the week and point in the month
that you reach out. Context of timing is
vital. If it’s National Autism Month,
contact them before that month, otherwise some media outlets have planned out
their schedules already. Always look to
tie into anniversaries, holidays, and the calendar. Timing a pitch to respond to something in the
news is key as well.
Presenting
your credentials goes a long way to the media determining whether to talk to
you or not. What’s the most important
and relevant thing about who you are as it relates to the specific message that
you are pushing now? Is it your job,
degree or something else?
Remember,
the media is overwhelmed with solicitations, they are understaffed and under
deadline, and they need to answer to market pressures relating to ratings,
circulation, views, and advertising. If
you can find a way to make yourself seem relevant, important, timely,
convenient, and appealing to their followers – readers – viewers – listeners
you will get far. Start by asking how the media views you and then adjust
accordingly.
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