subject: How to Get Media Exposure - FAST! [print this page] Author: Anthony Mora Author: Anthony Mora
You're readytoplace your story in the media, but what do you do now? Before you move forward, step back and review your objectives and your approach. What is your pitch? What is the story that you're offeringtothemedia? Are you pitching a story that meets themedia's needs? Have you defined your target market? Does your press release effectively address that market? Does yourmedialist effectively target that market? Can you modify your story and pitch ideas so that you can reach a broader target market? Is your press release grammatically correct, easytoread, and no more than one page long? These questions are goingtostart becoming automatic. They will become yourmediamantras. Put together a select list ofmediaoutlets that you wanttoapproach, keeping your target audience in mind. This is your first outing, so don'tgettoo ambitious. I suggest that you initially target the localmedia. Along with your local TV programs and newspapers, study the cable outlets, community papers, college papers, and business newsletters. Start small; learntowalk before you try sprinting.
Don't think that because you're goingtosmaller or localmediaoutlets your job is goingtobe made simpler. One of the odd quirks about themediais that often the smaller the outlet, the more demanding the producer or editor will be. I can recall several instances where the editor of a small local community paper was much more difficulttowork with than an editor at Time or Newsweek would ever be. Every now and then, you'll run into someone who thinks that being difficult is a mark of professionalism. If you run into that, just roll with the punches, be polite, present your story, and move on. Do not become confrontational or argumentative. That's a sure waytoruin your campaign.
Mediaoutlets vary. Each magazine, newspaper, and TV program have different needs and demographics. Each time you're preparingtopitch a story, put yourself in the place of that editor or segment producer. Trytothink the way he or she thinks, and you will be much more creative, and more effective. Now put yourself in the place of the reader or viewer. If you're going local, pick a local slant. If you're going national, broaden your pitch. If you were a reader of People magazine, would the story you're pitching interest you? If you were a CNN viewer, would your story be of interest? Are there various waystowrite your release that would interest both a People magazine reader and CNN viewer? You may wanttocome up with three or four different releasestosendtodifferent outlets.
It is a process of continually reviewing and refining. Constantly look athowyou can better express your message, pitch your story, and present yourself. I can't overemphasize that you're pitching a story, not a person or a product.
Consider pitching articlestonewspaper and newsletter editors in your area. Offertowrite a free feature article on a topic that hastodo with your particular area of expertise. Pitch an informative orhow-toarticle that will help both educate and inform the readers. Ask the editor if he or she would be kind enoughtorun your name and phone number at the end of the article. If you are uncomfortable writing an article, hire someonetowrite it for you. This is the type of article that truly helps position you as an expert in your field.
It could take some time. You might havetopitch three or four different ideas, but, eventually, a newspaper, radio show, or TV program will listen and schedule an interview.
Let's see if you're ready. Have you practiced conducting mock interviews? Have you done some media training, even if it's only with a friend? Do you have a list of the main points you wanttocover? Have you stood in front of a mirror and asked yourself some anticipated questions, reviewinghowyou'll answer andhowyou'll look? You owe ittoyourselftogive the best presentation and interview you can. The good part is that you started. If you are prepared, you know your topic, and you give themediaa good interview, then othermediaoutlets will follow. Themediaand the public will begintosee you as an expert in your field.You'll start getting calls about your product, your service, or your practice. Your hard work will pay off as the interviews begin and yourmediacampaign takes flight. Copyright Anthony Mora 2009 About the Author:
Anthony Mora began his media career as a freelance journalist for such
publications as Us, Rolling Stone and other local and national
publications. He served as editor-in-chief of two Los Angeles-based
entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.
In 1990, Anthony formed Anthony Mora Communications, Inc. a Los
Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets.
Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, "Spin to Win" can be utilized by heads of major corporations, small business owners, and entrepreneurs.
