MAKING THE NEWS
C.J. Hayden, MCC
Do you ever notice others in your profession being quoted in the media, and wonder how YOU can get interviews like these?
If you want to get noticed by the media, you need to make yourself visible. The same things many consultants and professionals do to promote their practices -- speaking, teaching and writing -- can also attract the attention of journalists, editors and producers. When looking for an interview subject on a particular topic, reporters frequently call schools, government agencies, non-profits, and professional publications to find out what "experts" they know. If you have spoken or written for that group in the past, the reporter may be referred to you.
You can often get in the news faster, though, by approaching the media yourself. One of the easiest things to do is to write a letter to the editor. When you see a topic reported on that you know about, write to the letters column and give your point of view. Letters published in well-known publications are read and noticed by many people. You can also use these technique with many on-line publications by posting your response in their comments section.
Another kind of comment letter can be even more effective in the long run. Try writing a letter to the editor of the department which produced an article, such as Business or Lifestyles. Let the editor know that you are an expert on the topic they covered, and the next time they need information, they should call you. Include your business card, and a brief biography of yourself. This approach can also work with radio and TV producers. Watch the credits of the show to get the right person's name, or call the station and ask.
If you have an event to promote, such as a workshop or discussion group, you can often generate publicity by sending a press release. This is an announcement of your program written in such a way that a publication could print it verbatim, if they chose. Small, local publications and specialized periodicals are much easier targets than large newspapers, and will give your event more space.
You can also use a press release to report anything newsworthy, such as research you have conducted, a new process you have developed, or your controversial point of view on a topic currently in the news. This type of release can be sent to the broadcast media as well.
A third type of press release you might try is a canned article. Write a mini-article about a topic you know well, perhaps linked to an upcoming event, such as a holiday. Many publications use short items with themes like "Ten Tips for Effective Performance Reviews" or "Stress-Free Holiday Shopping." If possible, mention your work in the body of the article, rather than trust to the editor to print this information in a "bio slug" at the article's end. Unlike a regular article, these can be submitted to multiple publications at the same time.
To get a feature article written about you, or an interview on radio or TV, you will need a press kit. This is very similar to a marketing kit, so you may already have some of the pieces assembled. Include a biography, a photograph, any background information necessary to understand what you do, a list of questions (with answers) that an interviewer might ask you, and press clippings you have already generated.
The first time around, of course, you won't have any clippings, so substitute an article you have published, or a clipping of news about your field or specialty (even if you weren't mentioned). You can also include a press release of any type -- event announcement, news report, or canned article -- in your kit.
In sending out press kits, be selective. Only approach those publications and shows that feature "regular folks" at first. Start with neighborhood newspapers, radio talk shows on small stations, or cable TV. Be sure to send your kit to a specific person, then follow up with a phone call to see if they are interested. Once you have been interviewed a few times, you can move up the ranks to larger media outlets.
Copyright © 2000, C.J. Hayden
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