Music to a Reporter's Ears

Reporters are often -- OK, let's just say always -- on some sort of deadline.

While most of us are fully aware that our sources are not always sitting by the phone or staring at the computer waiting on a message for a quote we need, it is still not a good feeling when we can't get in touch with the person we need.

Here are a couple of things you can do to assauge the reporter's anxiety...and it helps to establish yourself as a contact the reporter may want to try again:

• Have a "If you're a reporter on deadline..." alternative on your voicemail - This is music to a reporter's ears. It means there's another way to get in touch with you and it's usually a cell phone number.
• Provide another contact - Make sure the reporter knows who your second-in-command is...and who else is authorized to speak on your organization's behalf. It's OK to be unavailable or go on vacation, but be sure you don't miss a media mention because of it.
• Say which messages you check most often - Not a phone person? Are you the type who lets the voicemail inbox fill up? Say that: "Hey, you know what? I'm better with email so if you really want to get a hold of me faster, send it to this email address."

The moral of the story? It's OK, and mostly expected, that you won't be available all of the time. But providing these alternatives is a great way to help the reporter out.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

It's Possible to Get Pushed Out of the News

The story was about greyhounds.

And I was super excited that I was covering it. The focus was a greyhound rescue in Springfield, Ohio and who wouldn't want to play with the dogs and write a cute, cuddly story?

Except. While we were at the rescue, the photog and I noticed the wind was picking up and blowing -- hard. We could barely stand up and some point it hit us that we were in the middle of a windstorm.

By the time we got back to the newsroom, the cute, cuddly greyhounds were no longer the highlight of my day. We quickly learned that the winds had reached up to 80 mph and weren't regular winds; they were remnants of 2008's Hurricane Ike and the storm had downed trees, felled power lines and caused up to $1 million in damage. The power was actually knocked out at our sister offices and instead of several local papers, my newspaper had to produce one big newspaper.

Needless to say, the greyhounds took more than a backseat to this news; poor things were completely kicked out of the car.

The story never ran.

If this should ever happen to you, here are a few follow-up tips to make sure that you get your story when things calm down a bit:

• Call the reporter. Give it about a week before you contact the reporter and tell them, "Hey, I know things got a little crazy, but I was wondering if you were still interested in the story."
• Let them know if you have an update. If anything has changed in your story between the last time you spoke to the reporter, make sure they know there is fresh information to include in the story.
• Offer to recap. You don't know what happened to a reporter's notes, photos or recordings between now and the last time you spoke. Be prepared to go over everything as if you're interviewing for the first time.

The moral of the story? If your story has actually gotten the attention of a reporter, gotten the interview and is *this* close to being published or broadcast but it doesn't happen -- due to some fluke of nature or bigger story -- don't be discouraged. There's always another day.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Does Your Name Reflect What You Do?

You have an idea for a nonprofit or a business. It's inspired, it's divine.

So you name your organization, Sunshine for Life Corp.

That's beautiful. But what does it mean? And what does it say about what you do?

The reason why we're focusing on names today is because the name of your organization is the first thing a reporter -- or potential customer -- will see about you. Your name should either tell what you do or inspire some sort of curiosity where people will ask about what you do. It shouldn't flat out leave people confused.

If you do name your organization Sunshine for Life Corp., make sure you include a little tagline that says, "Health and Wellness Consulting/Personal Training." You need to include these details for a few reasons:

• It helps your search optimization. If a reporter is looking for someone to comment on health and training in your city, that's what they may Google to find contacts. If all you have on your site is "Sunshine for Life," who will find you without the specific name of your business?
• It helps people understand right off the bat what you do. With a name like Sunshine for Life Corp., you may get calls about generating solar energy. Make it clear what services you offer.
• It gives you a professional and expert touch.  If a reporter is looking for expert information, they are more likely to go with the organization that gives off an expert vibe, if you will. If they are looking for statistics on health and wellness in their area, Sunshine for Life Corp. may not necessarily convey that the organization has that information available. However, Sunshine for Life Health and Wellness is good. And Sunshine for Life Center for Health and Wellness is even better.

The moral of the story? Consider not just how the name you choose makes you feel and the meaning it has for you, but also how it presents your expertise to reporters -- and potential clients and customers -- looking for you.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

The Winding Road to Publicity

When I entered the world of consulting, I had to learn differences in terms that people would use interchangeably.

However, I should let you know that public relations, publicity and media relations have differences (because I had to learn this, too)...some subtle, but differences nonetheless. But knowing the differences will also help you learn what you want -- and what you're asking for -- when it's time to consider hiring help.

So, here we go with some basic definitions.

• According to Publicity Insider, publicity is: "is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story." Note here that we call that suggestion "a pitch."
  
Publicity Insider goes on to say that public relations is "a broader field that encompasses publicity, but also includes such things as investor relations, crisis communications, special events and sponsorships, and other activities designed to mold opinion." Pause. So here we see that PR doesn't just include news; it includes outreach to potential customers and partners.


• Just for kicks, let's talk about media relations, too. BusinessDictionary.comsays media relations includes "linkages with the media personalities and resources that facilitate an organization in getting a favorable, timely, and widespread editorial coverage."
  
  The moral of the story? All of these industries are intertwined but know whether you need a publicist, strictly for news, or a PR pro or help with forming relationships with journalists. To go anywhere with your media coverage, you first have to set the destination -- and enlist the help of the right tour guides.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Make It Short and Sweet

It's no secret that I'm not a former reporter who has moved into publicity/PR consulting...I am very much still an active journalist. I consider that a bonus for my clients because I still very much have my finger on the pulse of the industry -- which is important when we consider how we can get their news in the news.

Currently, I cover criminal court cases and I was reporting on a case recently where many media outlets were getting the charges against one woman wrong. Just as an example, let's just say the charge was forgetting to take out the garbage (which by the way, if that were a crime, I would be in so much trouble, but imagine with me here).

However, reporters and editors often have to shorten things and summarize them to either make them more understandable for their audiences or simply to make room for them in their headlines.

So, even though the charge was forgetting to take out the garbage, let's just say the reporters wrote something like "charged with keeping trash." Why? It's shorter, it gets to the point and let's face it: it packs a little more punch.

Keep in mind that's a journalist job in many cases: shorten, sweeten it and pack a little more punch. We have talked about not using too much jargon in another post and now we're just going a step further. If you have something long or complicated to include or explain in your story, consider these tips to avoid getting an abbreviation that you would rather not have:

• Give them the full statement regarding the facts you're speaking about, but offer a comparison to make it easier to understand. Say, "Well, it's a molecular sweeper of miniscule particles, but it's like a miniature vacuum." Then your headline becomes "Guy Invents Mini-Vac" and it's not wrong.
• Reiterate if there is a common mistake made with the facts. Say, "People actually commonly mistake the molecular sweeper as a high powered broom, but it's more of a vaccum."
• Be ready to offer an official abbreviation or nickname if there is one for your story. Don't leave it up to the reporter to shorten it if you can help it.

The moral of the story? Shortening and summarizing is a vital part of a reporter's job. They will thank you if you can assist with that.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Media is More Than Just the News

Alright, I know I talk about news. A lot.

But, there is definitely more to the media -- and getting your story told -- than the 5 p.m. news. Or your local newspaper.

There are documentary shows and reality shows, and even talk shows that still constitute the mainstream media, as well as magazine and specialty publications and radio shows. Not to mention the world of blogs and e-publications online.

Have you ever thought about pitching your story to one of those outlets. Consider these points when determining whether your story would be a good fit:

• Is it something that you read/watch/listen to regularly where you say to yourself, "I can comment on that" or "I have a story like that?"
• Do you know how to get in touch with someone to pitch your story to from that outlet?
• Is your story ready to publicized?

The moral of the story? There's more to media than just news -- and don't be discouraged if you haven't had any feedback from contacting news outlets. Check out other options.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Everything Comes Down to This

All the planning. All the research. All the experience.

It all comes down to this: your pitch -- and ultimately your story.

Have you ever noticed, when someone gets their story in the news, that everything they have done for their whole lives gets included?

That dermatologist interviewed about the new face-eating bacteria? Suddenly, we know everything there is know about where he went to school, what hospitals he worked at and where he interned.

It's research into the background for the story -- and it's very handy information for you to have for the reporter when you contact them.

Consider having the answers ready for background questions the reporter may have such as:

• How long you have been involved in the story;
• What changes you have seen related to your story over some past time period;
• What makes you qualified to be involved in your story.

The moral of the story? Everything comes down to this. Summarize everything that is related to your story in a neat package for reporters, because they will want to know the background.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Are You Made for TV?

A few years ago, I was part of an investigative team looking into inconsistencies in property values in Clark County, Ohio.

What that means in English is that some homes in the area were way overvalued -- leading to huge increases in property taxes -- and some homes were not valued as high as they should have been.

The culprit, according to one whistleblower, was shoddy reappraisal work done by a company hired by a shoddy county auditor. For this reporter, it was investigative heaven. And it was work that yours truly and a colleague of mine won an award for Community Reporting from the Ohio Associated Press.

But, oddly enough, this huge story that was in our newspaper constantly over more than six months made barely a blip in broadcast news.

Was it it because it wasn't important? Not at all. It was because, as broadcast is largely driven by audio and visual, this story was hard to show and explain.

Each time I wrote a follow-up to that story, I had to carefully craft it so that people could follow along and not get blogged down by numbers, factors and something one source called " economic obsolescence."

It was tough to do -- and would have been even tougher if I only had 1 minute and 15 seconds of broadcast time -- at the most -- to explain, including any interviews.

You need to ask yourself: is your story made for TV? Can you:

• Readily explain it in two or three sentences?
• Provide several interesting visuals to explain it?
• Offer simple statistics to prove your point?

The moral of the story? These are key points you need to address with any story, but especially with broadcast media. They rely on sight and sound to get your story told, so if your story consists of mostly paper, perhaps a newspaper would be a better fit.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Don't Say Too Much

As a reporter, I've often gone to interviews where I arrived with one story and left with a completely different one.

This wasn't necessarily a bad thing. Usually, this is how it happened: after digging around a little in an interview, I found some tidbit or aspect that was a little more interesting than what I was originally asking about. This made for a better story -- and more attention to that person or organization's cause.

However, if you don't stay on track during your interview, you could end up with a piece you didn't envision. The best ways to make sure that you deliver the message you intended -- and, no, telling the reporters what questions to ask will not help you; it mostly only annoys the reporter --  include:

• Create three bullet points about what you want the reporter to know.
• Expand on those points with anecdotes, facts, figures and statistics.
• Don't be afraid to elaborate, but don't stray too far from the topic at hand, especially into controversial territory or subjects that you don't know much about.

The moral of the story? Reporters are there to dig out what's interesting, fresh and exciting about your story. Make sure you deliver your story in a package that satisfies those elements -- but don't say anything that causes your story to become unrecognizable.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

You're a Speaker, Author...How Do You Get in the News?

In this digital age, it's easier than ever to share information with the masses. It's a great thing because you have the platform to share your experiences and expertise.

So you've written a book and you're also a speaker. Naturally, you want to speak about your book. And just as naturally, you want a reporter to cover it.

Here are some things you should keep in mind when you're contacting reporters to cover your story:

• It's not enough that you've written a book. Millions of people have written books. What is the book about and why should people care?
• Don't harp on how much your book costs. Reporters are not there to help you sell them. They want your story.
• Reporters get lots of books to review. You may want to try a less traditional way of getting attention for your book.

The moral of the story? Just like with anything else, getting in the news takes a little work on your part. To get publicity for your book, you have to consider what sets you apart from the other authors and speakers out there.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

You Can't Get in the News EVERY Time

You've cracked the code. You know what makes the news, why and how.

Congratulations.

So now I'm going to share some advice with you, now that you have the power: don't abuse it.

The best way to tire a reporter out completely is to call/email/text/come by the office every time you *think* you have a new story.

No one person gets news coverage all the time -- at least not constantly from the same media outlet. Unless you're a celebrity who everyone loves to hate.

The moral of the story: If you're not such a celebrity, please understand that the same reporter will not cover you all the time. Instead, contact the reporter when you REALLY believe that you have something worthy of coverage.

And here's another tip. You don't have to contact the same media outlet every time. Switch it up; you'll increase your chances of getting coverage and diversify your media mentions a bit. Good luck.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

No Publicity Stunts Required

I like to browse online to check out what kinds of publicity strategies people are using.

I approach pitching and PR from a journalist's point of view and I certainly don't claim to know it all, but one suggestion did surprise me.

An article said you don't need a public relations person to get in the news and proceeded to give a few pieces of sound advice. It went on to suggest that you jump off a roof -- with a parachute, of course -- to get a reporter's attention.

Well.

That would certainly do it. But as I have mentioned before publicity stunts take work -- and while they may certainly get you the attention you're seeking, can completely backfire or cause the media to treat you as a joke.

The moral of the story? Be wary of publicity stunts. Instead, seek out what authentically makes your story unique or different enough to grab a reporter's interest.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Can You Be An Expert?

We have all seen news stories where someone says something controversial. Then another person comes forward to disagree. Or another person comes forward to agree.

All of sudden, news coverage turns into a glorified "he said, she said" fest.

But it's the nature of the beast and it's actually a way for an individual or organization to generate publicity for themselves. For example, if an expert economist makes a startling statement such as, "The housing market will never recover!" and you are also an expert, you can call up a reporter and say, "Well, that's just not so...and here's why."

Keep in mind, though, there are some things to note as far as whether you qualify to comment:

• Make sure you can intelligently speak on the issue. It should be something that covers either your expertise or something that you have had experience in.
• Gather statistics. It's always good to show the numbers that back up your assessment.
• Be factual. There's nothing worse than an argument based on inaccuracies.
• Don't do it JUST to get publicity. Make sure you have something to offer to discussion and/or something people need to know about the topic.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Say It On Your Own

I'm always willing to talk about how social media and traditional media should work hand-in-hand.

The one great thing about social media is that you can broadcast whatever you want -- even if you haven't been able to get on the news.

But that doesn't mean that when you post a blog entry, it should be boring and dull. It doesn't mean that your videos shouldn't be quality or that audio shouldn't be compelling.

You still have to fulfill the elements of news that grab your audience's attention if you want people to notice it. You still want to be sure that your content:

• Informs, educates or entertains
• Is truthful and credible
• Tells a great story.

The moral of the story? Great social media can prepare you for your placement in traditional media.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Bad News Travels Faster

Someone once said that lies can travel the world while the truth is still getting its pants on.

I think this statement is mostly true and can certainly be applied to good news and bad news. The unfortunate fact is: bad news can also travel faster.

If you look at social media and what gets the most reposts and retweets, sure, there are some amazing quotes, pictures and videos that get great feedback. But cases like the latest social media nightmare for Progressive Insurance can easily get way more air time.

According to CNN Money: "The company's crisis began [in August] when a customer's sibling published a Tumblr post with the kind of headline public-relations people have nightmares about: "My Sister Paid Progressive Insurance to Defend Her Killer In Court.

...Fisher's blog post went viral overnight and was re-shared on Tumblr more than 10,000 times. The Internet hive turned savagely on Progressive and its iconic spokeswoman."

To compound the issue, Progressive apparently responded with a series of RoboTweets, when a genuine, heartfelt statement was probably more appropriate.

The moral of the story isn't not to use social media or to be fearful of what people may say about you. But if you're confronted with bad news, remain genuine and heartfelt. Make sure that your message remains consistent and that you report on your own good news, even if no one else does. 

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

It Takes More Than An Idea

A lot of people have great ideas.

What separates you from the person with just another great idea is that you have set the work in motion to make it happen. When you have at least started the work, that's when you should contact a reporter.

No journalist wants to do a story on someone who turns out to just be a talker. The one with the grand ideas and declarations, but nothing to actually show for it. If you're wondering about the timing of sending out your pitch or press release, here are some things to keep in mind:

• Documentation -- Have you actually filed the paperwork to start your nonprofit? Is there a board of directors in place or a website? Find something tangible lends you credibility that you are doing what you say you are doing.
• Your team -- Is there a least one other person who can vouch for you? Someone who is willing to step up and say they are on board with what you are doing? Make sure that person is available to talk to the reporter too. Again, this speaks to credibility if other people are willing to publicly support what you are doing.
• Your message -- Are YOU sure about what it is you're doing? If you cannot clearly articulate the goal of your business, organization or event, perhaps you are not ready for news coverage.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Social Media vs. Traditional Media...Which Wins?

I'm a reporter.

Yes, I know, you know that. As a reporter, how I help people is share what I know from being on the inside, so to speak, to help you put together a better story to present to people just like me.

So when I hear that PR folks are no longer needed due to social media, I have to pause.

Social media is an awesome supplement for traditional media. I actually love social media, so don't think that I'm not a fan.

But social doesn't replace traditional media, for several reasons but here are my top three:

• Third-party verification. Of course, you think you're awesome. But when someone else thinks you're awesome, someone who isn't paid to retweet your promo or to say certaing things on a Youtube video, it's still good news.  Reporters are that third party that can objectively -- more or less -- report on what makes you great.
• People still trust the news. Reporters have a way of digging up facts that people still trust and care about. Though you may be able to spread your entertainment quickly via social media, a lot of people don't trust it until it comes from a credible news source.
• Traditional news multiplies social media. When a video goes viral, it's a great thing. And imagine how many more hits the video gets when it gets shown on "Good Morning America."

I love social media. And I love traditional media. The moral of the story? Effective marketing, PR and publicity strives to use a good combination of both.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Look Harder: The Story Behind the Story

Reporters like creative, unique stories. We have covered that fact time and time again.

So I would like to challenge you to think outside the box when you're considering what a reporter may be interested in about your story.

Ask yourself: Is there something about your story, beyond the fundraiser, beyond the annual workshop that could make for an even more interesting story? Something that uniquely belongs to your organization? Look at what you think your story is. And then look again.

If there is, begin to brainstorm about the best way to describe it and communicate it to a reporter to get coverage. The moral of the story? Be different. It's key to getting news coverage.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Now is the Time

So how long has it been now that you have known that your organization could use publicity yet you let event after event and initative after initiative pass by without a peep to the media?

Probably too long.

Each time you put it off, each time you say, "Maybe next time," you are delaying (if not eliminating completely) an opportunity to get the word out about your awesomeness.

The moral of the story? The time is now. Start your research and start figuring out what you need to do to get the news coverage to be the next big thing.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

When Skill and Publicity Meet

Social media has done it again -- specifically Youtube.

So what do you get when you mix an intriguing cover of the group LMFAO's "Sexy and I Know It" with the social media tool that exposes that cover to millions? An epic opportunity for 18-year-old Noah Guthrie, a South Carolina high school student who just goes by Noah.

So far, Noah appeared on the Today show and across countless blogs because of unusual arrangement of the song and its garnering of 2.5 million hits. Check out the Youtube video below. And as it turns out, it's not Noah's first cover slam dunk: two years ago, the singer/song-writer got some shine on the Ellen Degeneres Show.

The moral of the story? Using social media for something amazing and awesome is bound to get amazing and awesome publicity -- which leads to amazing and awesome opportunities. If you have something great, share it with the world. The publicity will follow.


Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

It's Not About You

When you want a reporter to cover your story, you have to remember that it's not about you.

Well, wait a minute, you're thinking. It's my story. What do you mean it's not about me?

The story is not about covering you because you're you, though. It's about how you can inform, entertain or educate a reporter's audience. So, in other words, there has to be something about you that appeals to people on a large scale.

Even celebrities get they attention they get because someone cares about reading it. The stories mostly entertain and inform those readers about what the celebrities are doing. And because most of us aren't celebrities, it will take a little effort on your part to convince a reporter that their audience will care about your story.

Questions to ask yourself: How does my story benefit, entertain or inform people? Why would anyone care about this story?

The moral of the story: The more you can show that your story is something that people outside of your own family and friends will care about, the more likely it is that you will get coverage.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Look for the Skeletons

There may be a few things worse than having a reporter finding some weird or potentially damning thing about your story that you didn't already know.

Like...war. Or poverty. Or littering.

There are definitely a few things worse than a reporter finding out that the program you are pulling (and pitching) for so wholeheartedly was in the middle of some great scandal three years ago. But if that happens, your only focus is going to be how to recover from that devastating punch.

Here a few tips to avoid that sensation:

•  Be sure that you have done your research regarding your claims.
• Make sure the people you have aligned yourself with have clean, credible backgrounds. Or if they were involved with something, make sure you know about it so that you can explain it and you're not blind-sided by the revelation.
• Understand that if there is dirt to be found, a reporter will find it. And ask you about it, so it's best to have some sort of prepared statement.

The moral of the story? Research is important. Make sure that you are asking the right questions so you know the answer when a reporter asks you.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Say It in English

For those of us in professions where we routinely speak jargonese, it may cause a slight bubble of joy to explain whatever project is currently in the works.

But if no one outside your industry can understand what you mean, they are not feeling joy. In fact, as their eyes glaze over either in utter confusion or boredom, they may actually be in pain.

Though your knowledge of your industry and work may be impressive, save all the technical stuff for your next board meeting. When explaining your highly technical or complicated project to a reporter for a story, bottom line it.

What is special about it? How will it help people? What can you compare it to? I got this tip from a technology meeting I went to a few weeks ago that I thought would help as a pitch as well: "It's like ________ for  ________."  I.e., "It's like a file cabinet for your wallet." Isn't that much easier than saying, "It's a mini-organizer made for compartmentalizing your smaller items when you're in motion and have yet to experience the principles of inertia?"

The moral of the story? Consider that most of the time, your audience is not going to be in the same industry you are in. Make it plain. Say it in English. 


Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Be the Perfect Source

I was browsing some of my old articles with a colleague recently and I came across a story. The headline: Clark County Would Be 'Flat Broke' If Tax Hike Ends.

My primary source in the story was then-Clark County Assistant Administrator Nathan Kennedy. And he -- as well as pretty much all of the folks there in the Clark County, Ohio Board of Commissioners Office -- was an awesome source.  He answered all of my questions as succinctly as possible. He was great with giving analogies and examples. And he just told like it was, which generated great quotes and headlines, i.e. the whole "flat broke" thing.

So if you want tips on how to be a great source that reporters can call over and over again, consider these things:

• Make your comments easy to understand. Remember that the person reading, watching or listening to your story most likely doesn't know the inner workings of your business or organization. Include the details later, but make sure you know how to summarize and give a great comment that can be referred to as a sound bite. It accurately captures the problem in just one or two sentences.
• Have facts and figures. How many times have I told you that reporters love statistics? Well, I'll say it again. We do. And Nate Kennedy's facts and figures led to this  lovely chart we published with the story.
• Be ready to offer solutions. One great thing about this particular story is that officials were willing to share how they were going to solve the problem. Don't identify a problem without some idea of a solution.

The moral of the story? Be a source that a reporter can feel comfortable calling and quoting. You will find that is makes for a much smoother relationship. And kudos to Commissioners Detrick, Hartley and Tackett, as well as Michelle, Megan and Lynn; you folks were the best.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

How You Can Get on the News

As you may know by now, we host a media relations foundation workshop that starts folks off with some tips about how they should pitch their stories.

Last week, we had the pleasure of being on L.E.A.R.N. for Life Consulting's BlogTalk radio show, talking about what nonprofits and small businesses can do to get their stories in the news. Check it out here.

We had a great time with LLC's Heather Butts, who asked some awesome questions about obtaining news coverage. To talk a listen to get advice about networking with reporters, tools you can use to get mentions in the media and what questions you should be asking yourself BEFORE you pitch your story.

Enjoy!

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism. Be sure to like us on Facebook and follow us on Twitter.

What is So Special About You?

For many reporters, whether you have a story comes down to one question: what is so special about you?

In other words, why would their readers, viewers or listeners be interested in what you're talking about?

If you cannot answer this question in a few sentences, you may need to rethink your pitch.

The moral of the story? Reporters cater to their audiences. You have to be able to show what about your story will inform, educate or benefit their audience.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism. 

Timing is Everything

I know that I have stressed and stressed the idea of contacting a reporter as early as possible (although a reporter on deadline is a different situation entirely.

Well, when you're planning an in-depth publicity campaign, this is even more important.

What do I mean by in-depth campaign? Well, let's say you commemorate a holiday every year at about the same time with an annual event.

If this is the case, you should be gearing up to contact the reporter at least eight weeks out. Why?

• You want to make sure that you have an advance (which is a story about your event, in advance)
  
• You want to get the word out and grab more attendees.
• You want to give the reporters time to cover it and plan.

The moral of the story? The rule of them is still: the earlier, the better...and it's always better to be too early than too late.


Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism. 

Publicity Takes Work...Even the Stunts

Some may think that they are just interesting enough, cute enough or just plain great enough to get in the news with little or no effort.

But publicity, just like anything else, takes work. The entire thing is a process because whatever you have done that you think deserves publicity took work to do -- and then it's more work to do your research and catch the attention of the reporter.

Even publicity stunts -- which by definition, are things an individual(s) do that are just crazy enough to get the attention of reporters -- take work in the planning and execution. Think of the whole Balloon Boy fiasco. I don't suggest that you sit around and think of any stunts. Because even if you do get what you hoped for, people typically don't react well to something that has no substance.

Instead, why don't you plant that energy into really cultivating what your organization or business offers? Or invest time and effort into great partnerships that could spawn great events that reporters will be interested in because their audience will be interested in it?

The moral of the story? Nobody gets publicity for doing nothing at all. So let's get to work.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

A New Spin On An Old Favorite

When it comes to news, sometimes the topics covered aren't all that new.

What I mean is: think about all the events, holidays, etc. that happen every year and they always get coverage. No reporter is going to stand up one Dec. 25 and say, "NO! I refuse to cover Christmas this year!" and stomp away.

Because these recurring events, holidays and the like are necessary to news coverage, reporters and editors are constantly trying to find a unique element to highlight. So, yes, it's yet ANOTHER Christmas play but this year, there are live animals in the manger from a local barnyard rescue mission. Awesome, right?

So when you consider pitching a not-so-new event, consider:

• What's unique or different about it this time?
• How is that difference going to affect the reporter's audience?
• Can you visually show any difference?

The moral of the story? There's absolutely nothing wrong with a new spin on an old favorite. When you're creating your media plan, take note of those dependable newsy things and figure out how you can offer a unique angle on them.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Know When to Fold 'Em

Everyone has that one reporter that is impossible to contact. This person is so elusive that reaching out to them is like trying to catch the wind. So close, yet so far.

It may not be that this reporter talks to everyone on the planer except for, so don't take it personally. They may just legitimately be busy. If you have contacted this reporter several times by phone, email and/or smoke signal to no avail, it may be time to give it up.

I'm not suggesting that you don't pitch to the reporter anymore; I'm saying that instead of trying to get the one-on-one that is escaping you, just add them to your email list and continue to send great pitches and/or releases their way.

The moral of the story? Put your information out there concisely and consistently, but don't make yourself a pest. When something interests them, they will call. 

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism. 

You've Got the Interview...Now What?

Your day has come. You have pitched and reported called you back.

Here's your moment to shout, "Yay!"

But after that, here are three tips to keep you on track during your interview:

1. Don't spend a whole lot of time talking about your competitors. This holds true if you're a business or organization or whatever. This is your moment to shine. Instead of blatantly saying, "Company X doesn't do this..." simply focus on whatever it is that you do.
2. Listen to the interviewers' question...and answer it. Do this to the best of your ability and stay on track. Nobody likes a rambler.
3. Have an idea of what you're going to say before the interview. Make a list of three to five succinct points that you know you want to make and don't stray too far from those points.

At the end of it all, your dynamic interview will become a dynamic story.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism. 

Social Media Trends Can Influence the News

By now, you know that Facebook, Twitter, Youtube and other social media outlets can dominate the news just as well as anything.

And if you pay attention, you just may be able to get on that bandwagon by pitching something related.

For example, over the last few weeks, I've been seeing more reporter queries about Pinterest. How are people using it? Are wedding planners using it? Job seekers?

The moral of the story? Remember to keep an eye on trends that you can use to pitch your own story. Reporters are also looking for some new angle to cover.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Being Friendly Goes a Long Way

Though we live in a world where everyone wants everything yesterday, keep in mind that being patient and polite when it comes to handling a reporter still goes a long way.

When you call the newsroom, a simple "hello" is a good thing to say before you start rattling off how someone can help you. You don't have to engage them in a full-on conversation -- after all, they are busy -- but you can at least give a friendly greeting. Say "thank you" when they give you the information you need.

The moral of the story: reporters and editors are more likely to want to deal with you again if their memories of you are tainted with rudeness. And no one wants to reunite with a nasty attitude.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

How to Decide Where to Pitch

I once said that to figure out what reporters want, you should watch the news.

In a similar fashion, you should also do research when deciding where to pitch to media outlets other than general news.

What does that mean? We're talking about your industry magazines, your trade publications or whatever else you read, watch or click where you see a story and you say to yourself, "I can talk about that" or "I can do/have done that."

The moral of the story? No random pitching. Each press release and contact you send it to should have a purpose.

Are Reporters Looking for You on Facebook?

Sometimes reporters request submissions via Facebook.

The answer is...maybe.

There are several media outlets that have Facebook pages now, including the Associated Press (AP), Good Morning America and my former newspaper, The Springfield News-Sun. Ditto for Twitter feeds, if you care to do a search for your favorite media outlets and/or programs.

There are instances where outlets look for sources and stories via social media such as Facebook and Twitter. As an example, if someone dies and a Facebook group springs up in their memory, reporters have been known to go there for quotes or to find people who knew the person to interview.

Reporters will also post questions about certain subjects if they want feedback for their story. "Have you been affected by high gas prices and  you're unemployed? Email us at reporter@yournews.com." Or something similar on Twitter, in 140 characters of course.

The answer to the question is that yes, you could use Facebook, Twitter and other social media to get your story out there -- If you have what they're looking for.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

By the Numbers...Reporters Love Statistics

You're pitching a story about...some amazing phenomenon.

BE SURE you have some statistics, facts or figures to back up the claim.

Read, listen to or watch any news story about a trend and just about every time you will hear something about how many people affected, how much it costs, how this number or that number of whatever grew or shrunk, etc.

Reporters love numbers. We love cold, hard visuals of data that we can spout off -- or even better -- stick in colorful graphic charts.

The moral of the story? Find some cold hard (relevant) data to support your story. It will make your pitch that much better.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Burger King Delivers?!

If you haven't learned anything else from me, hopefully you know that I say it's typically tougher for businesses to get themselves in the news. Why?

Because -- say it with me -- the general feeling is that businesses that want advertising should buy an ad. No free publicity here. Unless you're Apple status. 

Or you've done something with your business so out of the box that the media HAS to take notice.

Like Burger King testing delivery options at 10 locations in Maryland and Virginia.

Fast food? Delivery? Wow. As many times as I've lazily thought, "Man, I wish I could have that Whopper delivered..." I never thought it could happen. The idea definitely has America talking. 

The moral of the story? Find the buzz about your business that can capture the public's attention. Besides your $99 sale, that is.

But don't worry, it's alright if it's not quite as buzzworthy as the idea of a Whopper showing up on your doorstep.

The Power of the Protest

Earlier this week, we celebrated the life and legacy of Dr. Martin Luther King Jr. and the activism -- largely fueled by protests, sit-ins and marches -- that changed America.

It shouldn't be any surprise that the power of the protest still reigns supreme and has gone viral, with the online protests of two congressional bills, SOPA and PIPA. Sites like Google and Wikipedia are "going dark" today to protest the bills, the Stop Online Piracy Act and the Protect IP Act. The Detroit Free Press explains, "the two bills anathema to many of the biggest voices on the Web, including Google, Wikipedia and Facebook.The gist of these two acts is this: the government is seeking the ability to shut down access to foreign sites that it determines are 'facilitating the commission' of copyright infringement."

CNN gives an excellent breakdown  of what's at stake, summarizing: "Both sides say they agree that protecting content is a worthy goal. But opponents say that the way SOPA is written effectively promotes censorship and is rife with the potential for unintended consequences."

It looks like lawmakers are already trying to figure out how to go back to the drawing board to find a solution that will satisfy both parties.

But had it not been for protests of some of pretty massive companies, we may not have known a thing about it. 

The power of the protest still lives -- and when done correctly -- gets the attention it deserves.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.