Ready On The Set! Scoring Free TV Publicity For Your Business by:Wendy Burt-Thomas

If you've saturated your local newspaper with story ideas about your business

, it might be time to step up your game.

Getting on television - especially locally - is easier than most business-owners realize, if you know how to approach producers and how to prepare for a segment. The following tips can help increase your chances of landing on a news segment and making your time count.

Do your homework

Study your local TV news programs to see which might be the best fit. Some may use more local guests than others. You may want to suggest a particular segment in your initial query to the station. This might include a morning show with a family-focused segment (if you're pitching about your three-generation toy store), a noon show that covers local leaders ("my clothing store donates 10% back to low-income women") or a nightly newscast that covers business ("our products are changing the world"). Remember, the better you can present a good fit for your business on their TV show, the more likely producers are to feature you.

Get to the right people

Getting your idea considered means getting it seen by the right people. This means not only finding out who to send it to, but how. Your first step should be to research the TV station on the Internet, and then to make a call to the station receptionist. Your conversation could go something like this:

RECEPTIONIST: "ABC TV-5, this is Jen. How can I help you?"

YOU: "Hi Jen, I'd like to suggest a segment idea for the morning show. Is David Jones the correct person to contact?"

RECEPTIONIST: "Actually, John Smith is in charge of the morning segments."

YOU: "Great. Can you tell me his title and how he prefers to receive segment ideas?"

RECEPTIONIST: "He's our program manager. He hardly ever checks email so let me put you through to his voice mail"

YOU: "Thanks Jen. I really appreciate your help."

You should have a simple, PRACTICED pitch that you can use and make sure you leave all your contact information on the voice mail. While you're waiting to hear back, drop a query letter and any supplemental materials in the mail.

If you can present a visually appealing idea, all the better. While simple interviews are done all the time, suggesting a segment with a strong visual hook is often enough to give you the edge.

"We contacted local TV stations with an idea to show parents how they could use simple items and games to increase their kids brain power," says Tanya Mitchell, Director of Training for LearningRx, a world renown brain training franchise. "I told them I'd bring things like building toys, blocks, Scrabble tiles and stacking cups and then demonstrate how parents could use these at home to increase things like attention, memory and processing speed. They loved it. I think that if I had just suggested a sit-down interview, we wouldn't have gotten on the show."

Mitchell also suggested that the TV show mention that viewers could get additional ideas by visiting the station's Web site, which hosted a link to http://www.LearningRx.com. "They loved this idea because it provided additional information to their viewers while driving traffic to their Web site," says Mitchell. "And, of course, we loved it because it drove traffic to OUR Web site."

If you can offer an additional free product or service through your Web site, you may be able to convince the station to post a link.

Follow up

If your pitch is timely ("our salon is holding an open house next week with all proceeds benefiting the children's hospital"), you should follow up quickly. If the piece is an 'evergreen,' give your contact some time to review your idea then follow up in a week or two.

If your contact declines your idea, ask if you can continue to submit more ideas in the future, and/or if you can be considered as a source for other segments that cover your industry.

Most importantly, be positive and courteous at all times. If the station is even a little interested but gets the idea you're too pushy or rude, or believes you're simply trying to 'sell' your business (as opposed to giving them a real story idea), you could burn that bridge for good.

Play by the rules

When it comes to working with TV stations, you've got to play by their rules. Here are a few to follow:

1. Don't call in the morning. This is the busiest time at most stations and you're idea will get lost in the shuffle. The exception to this rule is if you have an extremely timely subject. For example: A huge computer virus has consumers scrambling to find out how to fix their computers and your software company offers free downloads from its Web site.

2. Don't use the word 'pitch.' For many in the media, this word sends up a red flag that they're about to be sold something. In TV, this implies that you're essentially trying to get a free commercial for your business.

3. Remember that nothing is 'off the record.' Be careful about what you say when the camera is off, too.

4. Return calls and emails promptly. Television is a fast business. Sometimes it's only a matter of minutes between you getting the interview or your competition.

Prepare for the big day

If your segment idea does get picked up, there are some things you'll want to do to prepare. First, have someone tape the segment for you. Don't ask the station to provide you with a copy, as this is often expensive and time-consuming for them.

Second, practice what you'll say with someone who can play interviewer. Let them throw some curveballs, like "So, exactly what percentage of your sales go to charity?" or "How do you feel about the new laws that are affecting your business?"

You'll also want to practice sitting still, sitting up straight and making eye contact with your mock interviewer if you'll be seated during the interview.

Thirdly, pick out your outfit in advance and set it aside so it doesn't get stained or wrinkled before the big day. If you're running late for the interview, you won't have to worry about searching for something to wear. Stick with medium-hued, solid colors on top as patterns can appear too busy on TV and light colors can wash you out.

"I was running around like a mad woman trying to find something to wear when I appeared on 'Good Morning America,'" says Christina Katz, author of Writer Mama. "Finally, my aunt picked out this really simple button-down blue shirt. It was less glamorous than what I had originally thought I'd wear, but it ended up being perfect." Don't wear anything that can reflect light (such as metallics) and keep jewelry simple. Plan to wear something lightweight as the lights in the studio can get warm. Wear a bit more makeup than usual and keep your hair simple but professional.

Show your appreciation

Although it's exciting - and often profitable - to appear on TV, be cautious about pitching the station again too soon. Likewise, you may want to show some loyalty by not appearing on a competing station's program soon after your initial appearance.

As for whether or not to send a gift to the station, don't feel obligated. If you do decide to show your appreciation, keep it simple and inexpensive. Drop off some homemade cookies or a bag of bagels and cream cheese, or send a small fruit basket. If nothing else, send a nice thank you card to your contactand that nice receptionist.

About the author

Wendy Burt-Thomas is the author of two books for McGraw-Hill and more than 1,000 published pieces. She does PR consulting and copywriting for small businesses. http://www.WendyBurt-Thomas.com

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