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.