TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but no clue how to get it in the news? Are you tired of pitching press releases the news media simply ignores?

After twenty years of beating the street as a TV reporter, I have a scoop for you: the media needs good stories. But most stories are pitched so poorly, they are lost in the blizzard of faxes that blanket every newsroom.

So, here are five steps to increase your chances of getting covered that even some PR pros don't know:

1) BE UNUSUAL

The old adage about "Man bites dog" still holds true. The news doesn't cover what's normal. We cover the abnormal.

PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a "Celebrity Garage Sale." Everything from Bob Hope's old golf clubs to Roger Staubach's long-neglected neckties were for sale. By making an ordinary garage sale extraordinary, the media was instantly sold on the story.

2) BE VISUAL

Reporters tell stories with pictures. If the pictures aren't there, chances are the reporters won't be either.

Even the most non-visual story can be made visual if you're creative. A dog biscuit business? Boring. A dog birthday party complete with doggie guests and party hats? Now you're barking up the right tree.

That's what Michelle Lamont did to boost her dog biscuit bakery. She began baking huge dog biscuit birthday cakes and inviting the media to cover the parties. She's had reporters hounding her for stories ever since.

3) CHOOSE THE RIGHT REPORTER

Perhaps the most common mistake even some PR pros make is trying to sell a good story to the wrong person. Most reporters have a specialty, like "crime" or "business."

So, seek out the reporter who will have the most to benefit from your story. Start studying the news. Before you call a TV station or try and pitch the paper, become familiar with a reporter's work. Don't try and sell an investigative story to a reporter who covers entertainment.

4) WRITE LIKE A REPORTER

If I were going to send a press release to a reporter, I'd write the kind of headline that a newspaper would run. And I'd make the rest of the release so conversational that a TV anchor could read it right on the air.

Why is this so important? A major market newsroom gets hundreds of press releases every day. Often the decision on whether to cover your story is made in a matter of seconds. Many times that well-crafted sentence in the third paragraph of your press release is never read.

5) WAIT FOR A SLOW NEWS DAY

The holidays are the slowest "news times" of the year. When government offices are closed, so are most of our sources. Take advantage of it.

In fact, take out your calendar and begin circling government holidays. If the government isn't making news, we reporters are scrambling to find something to cover. Pitch even an average story on a day when the media is starving for news, and you're much more likely to get coverage.

There you go. Now you're armed with knowledge that even some well-paid public relations professionals don't practice. If your idea is unique, visual, and pitched to the right person when the supply of news is running thin, you're in!

Jeff Crilley is an Emmy Award Winning Reporter and author of Free Publicity - A TV Reporter Shares the Secrets for Getting Covered on the News. It's available at bookstores everywhere or online at www.jeffcrilley.com

---

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

Best Approach For Free Advertisement

Product/service publicity is the superhighway to business success everyone dreams.... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

How To Get Radio-Active PR For Your Non-Profit Cause-Part One

"We are in the communications business, the business of conveying... Read More

6 Essentials for Doing Your Own PR: Guest Author

Today's issue of Lean Marketing Champions features tips on doing... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Leveraging Media Coverage - Your Tool For Business Growth

Media relations, simply put, is the business of building and... Read More

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

How to Get Publicity for a Service Business

Many of our clients are in service businesses, such as... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Two Donts for Financial Planners Seeking Free Publicity

Many of my clients have had the misguided perception that... Read More

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

Television Reporters - Questions to Ask Before Agreeing to an Interview

Prior to a TV interview it is guaranteed the journalist... Read More

Managers: PR More Than Tix and Plugs?

You bet! And in three ways vital to you as... Read More

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

Starting A Publicity Program

Successful buisnesses know that media attention reaches consumers better than... Read More

Make Sure Your Media Room Rocks

If a reporter was writing a story about you and... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

Press Releases

How do press releases or interest stories have an effect... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Dont Do This to Your News Release!

Hundreds of thousands of News Releases are sent out all... Read More

Media Savvy - How To Lead, Persuade, And Influence

Media management has become one of the strategic tools for... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

Why PR is a Vital Force

Because it can alter individual perception and lead to changed... Read More

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

The media need you. Need the information and expertise you... Read More