You hear it all the time. Maybe you’ve even said it. Why does television news cover so much crime? Why do murder and mayhem always lead the newscast?
Well, you could change that. Yes you. Maybe you’re a newshound ready to tip your favorite news outlet about something you heard in your neighborhood. But how about something a lot more familiar?
Pitch a story within your area of expertise. Let’s say you’re a realtor, and the area is now experiencing a real buyers’ market and a bummer time for sellers. You know there are a lot of local news viewers out there who fit into either group. Plus, there are more viewers who could become a buyer or seller within six to twelve months. You’re the real estate guru, the news outlet isn’t.
Figure out a way to make your story idea the lead story on tomorrow’s 6:00 news. Savvy experts in other fields may already do this or have happened into their go-to-source status because they were good quotes and sound bites. That’s why you see some of the same experts on some news outlets over and over. News people will turn to who they know and re-use the best sources.
One way to get in front of reporters and news managers is to make yourself and, more importantly, your story idea valuable to the news outlet. My approach, Getting Ink & Air™, is more strategic than sitting around and waiting or hoping for that random call from a reporter looking for your insight. It starts with understanding the basic needs of news outlets as to the stories they would be willing to cover everyday. And your idea specifically, stems from your expertise and thorough knowledge of your field. Beyond that foundation, you can hone the ability to translate your expertise into an idea that works for the masses and clings to a news peg.
Knowing some basics and understanding how to use them should get you creative marketing and business results. Just make sure you don’t mess it up. Getting Ink & Air™ also involves thorough analysis of your presentation skills and coaching in how to bring out your assets and improve the rest. Each type of media outlet requires a different style of presentation. Once you understand how to maximize your potential for each format, you can cater your message accordingly. Some may find they’re better suited for print versus television, or radio versus print. If you’re an individual business owner and the only person speaking on behalf of the company, these points are crucial. If you’re part of a larger business or media team within a business, perhaps you’ll decide to have one person handle all print interviews and another all television. There is no one correct formula as to who does the speaking.
The crucial point though is how well-trained are you to speak once interview requests come your way? Knowing how to use the media to market involves understanding how to develop into the go-to source. But this process also focuses on making sure you’re completely equipped before you settle into that position.
So get ready to be on the 5, 6, and 10:00 news you Authority You! Once you understand how to translate those ideas effectively, you will be getting as much air time as you’re able to pitch great stories.
