In order to get your product, service, organization, or idea into the media, you have to talk the media manager’s language. You must hit what is called the “Media Manager Hot Buttons”, says multi-award-winning journalist and head of AcclaimPR.com, an online publicity marketing consultancy that specializes in writing press releases, media pitch letters and other publicity materials for your book, product or service for businesses and organisations.
“First, target your message to the medium that is most interested in your type of story,” he says, but quickly adds that media, particularly television, go for a mass audience.
“Radio, however, seeks a very tightly focused demographically skewed crowd. Magazines touch a specialized regional or national readership,” the content strategist further notes.
Local paper, he says, goes for a very local angle.
“Media is ultra-fractrationalized these days and each outlet tries to stake out its own little corner of the audience. Think about which media outlet in your community addresses your target customers,” the AcclaimPR spokesperson says.
According to Whyte-Hall, there are several topics that media managers almost always go for. However, he believes that will be only possible if business operators can think of a way to combine their message with one of these topics, then of course, they’ll be in the running’s.
Here are some pointers to help you feed media managers what they are truly hungry for by way of information:
1. Is your story trendy? At any given time there are certain topics that the media seems to be beating to death. It may be reduction of crime, or new schools, or the city’s sorry streets. Find some way to connect your message to the media’s latest trend.
2. Does your message fit with one of America’s cherish beliefs? Story lines such as “the little guy takes on corruption” or “formerly poor single mom takes on the business world and succeeds” or “one guy gets fed up and cleans up his neighborhood” are stories the media always jumps for. Even if you’re selling gum, there is probably some way for you to connect your business with one of the many stories that fit into the cherished belief mold.
3. Does your message tie into a topic of mass interest? Media frequently does surveys to find out the community’s top five concerns. The results are almost always the same. Crime, kids, schools, roads, employment. The media always covers topics like these.
4. Can you relate your message to some community scandal? The media loves to cover things that get people worked up. Corruption, dishonesty, cover-ups, illicit sex (their favorite), racism, bully-ism, and any other -ism you think of. Perhaps you can position yourself as a good guy taking on an “-ism.”
5. Is your message a reporter’s pet subject? Under this category absolutely anything has a chance of getting in the media (and it often accounts for some of the strange stuff you see in the media). Get to know media folks when possible. Radio DJs are especially approachable. Stop by the studio of your favorite station with a box of donuts and start a friendship. Your favors will be returned on the air.
6. Does your story relate to a specialized newsletter or e-zine’s general topic. If readers find your information adds to their knowledge of the general topic, you’re in. This kind of publicity can be the most effective and the easiest to get. Bigger publications may be flashier, but it’s often the smallest ones, focused at a very specialized audience, that get the job done.
However, the bottom line is and according to Whyte-Hall, persons must be able to think like the media, and shape their message to fit their likes.
“Do that and your message has a good chance of being used. Above all, don’t let up. While one media manager may not have the slightest interest in your idea, another will welcome you with open arms. The media need piles of fresh stories every day, and you’ve got to find a way to deliver those stories, as they relate to your business,” notes Whyte-Hall, and whose last advice is for businesses to hang in there and make sure their product, service, organization or idea is one of those stories.
For more information on how small businesses can prepare and be ready to get the word out about their business, product, service, or cause, please visit the following website: http://acclaimpr.com