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Get Free Media Publicity by "Talking the Talk"
by George McKenzie
When you're trying to persuade a reporter to do a story about you or your
business, you're much more likely to succeed if you know how to "talk the talk"
No reporter will expect you to act like an insider, but you'll get a lot more respect -
and attention - if you can speak the language of the newsroom.
It’s not like learning Mandarin. In fact, all you need to do is sprinkle your pitch
with a couple of catchwords and phrases. For instance:
Newshook - Connecting a story to something that’s already in the news makes it
more interesting. For instance: a hot topic right now is airline security. A story
about a company that’s developing a retinal scan or a handprint identification
device would automatically appeal to news decision-makers.
Local Angle - Events happening on a national or even international stage still can
have local impact. Most obvious example: when the U.S recently began bombing
Afghanistan, many local reserve units were called up. That offered a variety of
possibilities, including:
Human Interest Stories - We all saw video of the destruction at the World Trade
Center, the Pentagon, and Somerset, Pennsylvania. Stories that followed about
the impact on families who lost loved ones in the attacks were human interest
stories. Such stories appeal to everyone because - among other reasons - we all ask ourselves, "What if it were me?"
Follow-ups - If you’re disappointed because a reporter talked to your competitor
about something, but not to you, you can probably get your turn by offering a
follow up.
Future File - Generic name for any system that collects news releases, notes,
or any information related to future events.
Evergreen - A story that isn’t necessarily tied to a newshook. Evergreens are
stories the media pull "out of the can" to use on slow news days when there’s
not much going on and they have a lot of time to fill.
Kicker - This one relates TV only. The "kicker" is a short, generally amusing story
just before the end of a newscast. It’s supposed to leave you smiling even if
you’ve just watched nearly thirty minutes of mayhem. If you want to portray
yourself as knowledgeable and savvy, just tell an assignment editor you’ve got
something you think will make a good kicker. They’ll pay attention, since good
local kickers aren’t always easy to find. Plus, if you’ve got interesting video,
they’ll "tease" the kicker all the way through the newscast - which means you
get even more exposure.
Sprinkling your pitch to the media with these words and phrases will greatly
improve your chances of getting free publicity.
And that reminds me of one last thing.
Never use the word "publicity" when pitching a reporter. Always call it "coverage."
When you "talk the talk" of the newsroom, "publicity" is one word you never want
to say.
George McKenzie is the author of "Going Public: 10 Ways To Use The Mass
Media For Free Advertising, Internet Marketing And Website Promotion.
http://www.get-free-publicity.com
He has almost thirty years experience in radio and TV. During his 31 year
broadcasting career, George's TY Reports have appeared on ABC, NBC, CBS, &
ESPN
George McKenzie offers a free 7-day mini course to anyone who subscribes to
his free weekly ezine, Register at http://www.publicitygoldmine.com/ea
George McKenzie may be contacted at http://www.publicitygoldmine.com/ea
george@get-free-publicity.com.
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