3 Reasons Why You Need to Rock the Media Interview

When you apply for a job, getting the interview is a great thing. However, you know you have to rock the interview to actually get the job.

It's the same thing with the media. Pitching to reporters is the first step. And when you get the interview, it's awesome.

But here are a few reasons why the message is just as important -- if not more so -- as getting the interview itself.

Related: 3 Tips for a Good Media Interview

• If you have a dynamic, engaging interview, reporters will use you again as a resource.
• If your message is awesome, the public will heed and respond to your call for more volunteers, more donations or to check out the book or website from the wonderful tips you have given.
• You can use the clips on your website as a testament to your great speaking skill for future media interviews or engagements.

The moral of the story? The work just begins when you get the interview. Crafting your message and sharing it in a compelling way is the most important step.

Read more: 3 Ways Publicity Can Make You Money

Bridgette Outten is a journalist and publicity strategist 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.

3 Reasons Press Releases Aren't Dead

The mourning of the press release is a little premature, in my humble opinion.

Want to know why? Because every news outlet I've pitched recently has asked me to follow up with...you guessed it, a press release. And these were major outlets.

To be clear, I will say the structure of the traditional press release is a bit outdated. Much to my regret, some of the formatting of press releases that used to be functional are now defunct -- (press releases looked so official with all that stuff!) And you don't fax a press release the way you used to for many outlets.

However, it's OK to update your press release format and still use them. Here are three reasons why press releases haven't received the death knell yet:

• Their purpose is still to capture the essence of the story. It's not the whole story. It's not three pages long. It's a summary of the most interesting and important elements of your story. It's supposed to simply whet the reporters' appetite for more information. This is needed during the busy day of a reporter/editor/producer/planner.
• It's a structured format everyone can understand. Sure, you can tell people to trash the presser and just send a bunch of bullet points and that may work. But I love press releases because they are full of structured information and -- if done correctly -- get straight to the point.
• Reporters are still asking for them. Regardless of what the industry buzz is, the folks at major media outlets still asked for this information. Again, the format has changed, but the role of the press release remains relevant.

The moral of the story? If you have a good story and send the information in a press release, no reporter is going to say, "Yikes, didn't you know press releases were dead?! I'm not covering this amazing story!" Don't use your press release to ramble on or send out a million weird press releases blindly to random outlets, but when done right, press releases still win.

Related Posts: Be Your Own News Station
                        How the News Works

After You Pitch: 3 Things You Should Do

So you have prepared for your big pitch to a reporter and actually contacted them.

Go you.

And now you wait -- and wait.

Let me say that every reporter isn't going to get back to you. I like to think that I responded to every query and pitch with a "no, thank you" if I didn't need it, but I can't be sure. With that said, sometimes reporters are interested in your story and no news is not good news.

But still, here are a few things you can do to follow up and none of them involve making a pest of yourself.

1. Call or email. If your sent your pitch via email and haven't heard anything back, call the reporter and leave a message as well. Vice versa if you called first; make sure that you email as a follow-up.
2. Peruse the news to see if anything related to your story was aired or published. What this means is that you follow news trends to see if something in your industry has been covered. That could be why reporters don't want to cover it again OR you can use it as as fresh leverage to show your pitch or topic is still relevant.
3. Take a look at your pitch again. See if there is anything you can do to improve for next time. Perhaps you can freshen up some statistics or throw in a new angle so that ultimately, you can pitch it again.

The moral of the story? Sometimes reporters don't respond. Every pitch doesn't necessarily get a "yes." But the great thing about that "yes" is that you only need one to get started. So don't give up.

Bridgette Outten is a journalist and publicity strategist 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.

Before You Pitch: 5 Questions Reporters Will Ask

Reporters ask questions.

A lot of questions. I mean, it's their job -- to ask questions.

So, before you pitch to a reporter, understand that there will probably be lots of follow-up questions. But don't worry...questions means that they're interested so questions are good.

However, here are five things you should have ready for a reporter's inevitable questions:

1. Are you sure this is true? Make sure your claims are accurate. You say that your organization is the only one of its kind to do whatever it is that you do. Do your research to make sure that tidbit -- and anything else you come up with as part of your pitch -- is true.
2. Do you have any proof? Be ready to offer records, statistics or other verification. Reporters always want to know if and how you can back up your claims, so be ready with that information.
3. Is there someone we can talk to? Have a person who can be interviewed. Reporters want actual stories to cover, which means they will usually ask you if you have a person they can talk with further about your story. For example, if your organization provides wonderful service for kids, they're going to want to interview one of the kids about it.
4. Can we take photos/shoot video?  Good photos can make the difference between a brief or a blurb in a newspaper and a front page story OR a 15-second mention vs. a 1:50 package. Be sure you have options for some activity for the photog or videog to shoot.
5. Do you have a comment? Make sure you know what you're going to say. Have a few bullet points that essentially capture the essence of your story so that you can rattle it off to a reporter without flinching.

The moral of the story? Preparation is key.

Bridgette Outten is a journalist and publicity strategist 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.

3 Things that Make Your Event More Newsworthy

In the grand scheme of things, simply having an event is not news.

That is why pitching merely a fundraiser or conference without any detail probably will not net you much reponse from reporters.

So here are three things you should consider adding to your pitch about your next event that will bost your newsworthiness:

• What's happening? If it's simply people drinking and dancing, you don't have much a uniqueness factor. But if you have a big presentation, like a unique dance troupe performance or some sort of interactive demonstrative, you should definitely mention it.
• Say who will be there. Expecting the mayor or other well-known figures or celebrities? Definitely mention that.
• Are there any photo opps? If there is anything visual for them to take photos or video of (beyond people posing and smiling) let the reporters know.

The moral of the story? The more that you can consider what the reporter needs and/or wants from the story, the more you can offer them in your pitch or press release.




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 Shouldn't Try to Get Your Story in the News If...

Sometimes, it just has to be said: everybody doesn't have a newsworthy story.

What's good news for you doesn't meant that it will draw the attention of the masses that reporters are tasked with educating, informing or entertaining every day.

Here are three simple reasons why you should NOT be pitching your story because chances are, you don't have a story that's ready for media attention.

• You just want to sell something. If the only thing you can come up with about your organization or company is what's on sale, you are not ready to start pitching. If you can only offer a reporter coupons for background information, don't bother pitching, just buy an ad.
• You can't explain exactly what you do. If you aren't able to give a clear, concise sentence about why the masses would care about your story, you need to head back to the drawing board until you can figure that out. If you can't explain it to a reporter, a reporter can't explain it to their audience...and nobody gets it.
• Your story has nothing unique about it. I run into organizations all the time that want coverage for a fundraiser. Well, thousands of organizations have fundraisers. What makes yours different and what do you have to offer people if they donate or attend?

The moral of the story? To appeal to a reporter, your story has to have elements that appeals to a mass audience.

Bridgette Outten is a journalist and publicity strategist 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.

3 Tips to Get a Reporter to Open Your Email

When it comes to pitching your news, it may come as a surprise that half the battle is getting the reporter to simply read your email.

You're sure that you have a great story, great facts, great everything. But if you don't make the email stand out in the massive amounts of messages that typically hit a reporter's inbox, that reporter will never know how great of a story you have.

Here are a few tips to increase your chances of the reporter even opening your email.

• Have a catchy subject line. This is the first thing a reporter sees. Don't make it too long or gimmicky.
• Don't send an attachment. Nobody trusts attachments any more...too many places for creepy viruses and spam to hide. In some cases, attachments don't even make it past the reporter's spam folder. Copy and paste your release within the text of the email.
• Call the reporter to let them know the email will be or has been sent. A follow-up definitely helps because if the reporter likes what you have to say in your message, they'll be sure to look for your email as well.

The moral of the story? A reporter won't know about your epic story if you can't engage them from the very first time you make contact with them.

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.

3 Ways Publicity Can Make You Money

We've established that getting news coverage -- minus the cost of perhaps paying someone to pitch your news -- is free.

But.

You do know that publicity can make you money, right?

Through publicity, you can:

• Ask  for donations.
• Publicize a new product.
• Generate buzz about a new program or an anniversary/continuing success of a current one.
  
  All of these can lead to bigger and better partnerships, more clients and more customers.

However, here are a few tips to keep in mind when you're using your publicity to promote your business or organization.

1. Make it about your audience, not about you. People ultimately want to know how what you're doing affects them -- or their community. Make sure people know the bigger picture of how they can help the situation or how what you're doing is going to make their lives better.
2. Don't talk up the competition. Focus only on what you do. You don't want to put yourself in a situation where you've given other people a part of your space.
3. Don't waste a moment of your interview. Make sure everything you tell the reporter is deliberate and has a purpose.

The moral of the story? If done correctly, your publicity will compel people to go to want to find out more about your business or organization, therefore increasing your reach and your potential to make more money for your business or organization.

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 the News Works

I've said it before.

Getting in the news is free -- and if you paid for an interview, it's not news.

Though you may pay a strategist or publicist or PR person to craft your pitch or press release or press kit to pique a reporter's attention. nobody pays the reporter to cover your story -- except their own publication. Because it's the reporters job

There are a few points worth reiterating here:

1. Reporters are bound by ethics laws that prohibit them from taking money from you. If money changes hands, the objectivity goes out of the window. Any gifts, even for holidays or to show appreciation, usually have a very small limit. This means you cannot pay someone for media coverage.
2. If you pay someone to publicize you, write the script because it's an advertisement. There are lot of of e-shows and such that charge money. If that's the case, please tell them that you should get to submit questions and answers, because you have essentially paid for a commercial.
3. Do your research before you try to submit your own article. Some media outlets, but not all, let you submit your own information for coverage. I've seen newspaper in smaller markets or towns that will print your press release as is or let you actually submit an article. But larger ones typically want their own reporters and photographers to cover the story. Do the research to be sure the media outlet you're targeting accepts submissions. 

The moral of the story? The media is a great tool and one that you can tap into -- if you know how to pitch your story correctly -- without a charge from them.

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.

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.

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.

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.

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.

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.

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.

Press Kits: Electronic vs. Print

A question that I always seem to hear concerns the format of media (press) kits.

Electronic or print?

The answer is fairly simple.

Both.

As long as you have your documents and materials in electronic format, you can post them online, email them, etc. But it's also always good to have print copies on hand for media -- or just other people who may be interested -- at your office or at events.

Physical press kits are especially good if you have a business or organization that has samples. Mind you, such samples shouldn't so big where you can't slide them in a folder to drop in the mail or at someone's office.

Ultimately, the golden room when it comes to press kits is that you should have one. Having that information readily available can not only cut down on mistakes but it helps you focus the pitch of your story as the kit is put together.

Where is Your Media Plan?

When you start a business or nonprofit organization, typically your business plan is in place -- the mission statement, the goals you want to accomplish and how you plan to do it.

Is there a media plan included?

If there answer is no, then you should get to work on one. Here's why: If you randomly pitch random things to random media outlets, believe me, you will get equally random results.

Last week, we talked about why you should consider publicity for your business or organization and how it can help you. Once you decide publicity is something you want to pursue, you should have a map to get there, much like your business plan, marketing strategy or any other plan.

What is it you want to accomplish through the media -- social and traditional? How will you get it accomplished? What are the costs? What are the benefits?

If you have no idea what the answers to these questions are, you should get the help of someone who does. I'm not talking about someone who took a random journalism or marketing class in college, either, but someone who really understands the field and how to work in it.

Remember the old adage: failure to plan is a plan to fail. This also applies when it comes to media.

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.