Notes

Homegrown Goodness IS NOT ONLY for Tomatoes! Why Local Media Can Be Your Springboard to Success
Article at a glance:

Local media can position you as a celebrity and expert.
A hometown fan base may help you grow.
Look for shows, publications that are a good fit.
I admit, I'd be on the initial red-eye to NEW YORK easily thought I'd land in the chair close 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 excellent, you won't hear me sobbing if he never invites me to his set. (Well, perhaps a sniffle or two - hey, he is Matt Lauer.) I understand that local TV and radio shows, newspapers and magazines may also position me as an expert and a high profile. They are able to 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 this.

And local media are more accessible - even more so than just a decade ago. With state, national and international news available these days from myriad sources online, many local outlets are focusing on their community. Stories and segments about hometown people, events and issues are the one thing they must offer that can't be found on a million websites, if you have a good story to share, you'll likely find more receptive listeners.

How to begin? Here are a few suggestions:

Search for radio and TV shows that have a format for guests. Search online for the stations that broadcast in your town and have a look at their websites. Look over show descriptions and if past shows are archived online, take a minute to pay attention and/or watch. If they're not archived, jot down the times and days they air, as you definitely want to experience the show to see if it's the right fit for you personally and your message. Focus on the topics, the host, the forms of questions asked and the guests. Consider whether you can tie your message into that format.

Look over local newspapers, magazines and online publications for opportunities. Browse the columns and the articles; what sorts of content do the many editors select? What topics, tone and length? How polished is the writing? Can you provide content that would fit in well? If your message is approximately animal welfare and the publication is approximately 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 thinking about writing your story, search for the appropriate beat reporter. If you 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.

Consider what you'll say before you call or email. Your job would be to catch the interest of the editor, show host or producer, or reporter, so it is important to consider what you plan to say. what is pdf can start by showing you are acquainted with the show or publication: "I've a topic that would be perfect for Dottie Dolittle's show about relationships," or "I'd want to reveal 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 phone number where one can be reached at any time during the day. If you start with a phone call, follow up with an email a couple of days later and vice versa.

Remember, you're providing content, not selling. The media will fall in love with you if you provide great, interesting content that resonates making use of their audience. They will fallout of love - just like that! - if you use the platform you'll get to pitch your book, service or product (that is why they sell commercials and advertising for)! The payoff for you personally being a guest, writing an article or being featured in an article is that you will usually be identified by your name, claim to fame and website: "This is Crazy Joe from Crazy Joe's Coffee, www.(your site).com." And that is where 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. W here do you think those big national outlets get their ideas?

For 20 years Marsha Friedman is 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 can also be found at www.publicitythatworks.com. Or call at 727-443-7115, ext. 202, or email at [email protected].
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