Notes

Homegrown Goodness IS NOT ONLY for Tomatoes! Why Local Media WILL PROBABLY BE YOUR Springboard to Success
Article at a glance:

Local media can position you as a high profile and expert.
A hometown fan base can assist you grow.
Search for shows, publications that are a good fit.
I admit, I'd be on the first red-eye to NEW YORK if I thought I'd land in the chair next to Matt Lauer on the Today show. Imagine! An audience of millions and Matt Lauer's hand on my arm!

But while national TV exposure is great, you will not hear me sobbing if he never invites me to his set. (Well, maybe a sniffle or two - hey, he is Matt Lauer.) I understand that local TV and radio shows, newspapers and magazines can also position me being an expert and a celebrity. They can help me create a solid fan base that will assist carry me to national prominence, if that's what I want. And they're going to give me an opportunity to polish my message, so when the big time's ready for me, I'll be ready for it.

And local media are more accessible - a lot more so than just 10 years ago. With state, national and international news now available from myriad sources online, many local outlets are concentrating on their community. Stories and segments about hometown people, events and issues are the one thing they must offer that can not be entirely on a million websites, so if you have an excellent story to share, you'll likely find more receptive listeners.

How to get started? Here are some suggestions:

Look for radio and Television shows that have a format for guests. Search online for the stations that broadcast in your town and take a look at their websites. Look over show descriptions and when past shows are archived online, take a minute to pay attention and/or watch. If they are not archived, write down the days and days they air, because you definitely want to go through the show to see whether it's the right fit for you and your message. Pay attention to the topics, the host, the forms of questions asked and the guests. Think about whether it is possible to tie your message into that format.

Go over local newspapers, magazines and online publications for opportunities. Read the columns and the articles; what types of content do the various editors select? What topics, tone and length? How polished may be the writing? Is it possible to provide content that would easily fit into well? If your message is approximately animal welfare and the publication is about business, can you craft a column, article or tips that may resonate with that publication's readers? Or, if you think a reporter may be interested in writing your story, look for the appropriate beat reporter. If you've got a new cookbook and a related story idea, i.e. three great Crockpot recipes with just three ingredients, discover the name of the food writer.

Think about what you'll say before you call or email. Your task is to catch the interest of the editor, show host or producer, or reporter, so it is important to consider what you plan to say. You can begin by showing that you're familiar with the show or publication: "I have a topic that might be perfect for Dottie Dolittle's show about relationships," or "I'd love to write about how I lost 100 pounds for your 'Real-Life Losers' column." Explain your segment/story idea as succinctly as you possibly can and provide a telephone number where you could be reached anytime during the day. If you start with a telephone call, follow up having an email a few days later and vice versa.

Remember, you're providing content, not selling. The media will love you in the event that you provide great, interesting content that resonates with their audience. They will fall out of love - exactly like that! - if you are using the platform they give you to pitch your book, service or product (that's why they sell commercials and advertising for)! The payoff for you personally being truly a guest, writing an article or being featured within an article is that you will usually be identified by your name, claim to fame and website: "That is Crazy Joe from Crazy Joe's Coffee, www.(your website).com." And that's w here celebrity begins.
If you dream of someday dancing with Ellen DeGeneres or being interviewed by Howard Stern, don't give up! Instead, start working toward that now by plugging into your hometown media. Where do you consider those big national outlets obtain ideas?

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI. Head to www.emsincorporated.com to signup to receive her free weekly PR Tips today! More resources for authors may also be found at www.publicitythatworks.com. Or call at 727-443-7115, ext. 202, or email at [email protected].
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