Publicity for Smaller TV Markets

By Mark Macias

As a journalist, I’ve covered news in Phoenix, Miami and New York – and all three markets couldn’t be more different when it comes to getting stories on the local news. News is covered differently based on the region of the country and even the city.

So how do you get the local news to write or run a story on your event?

Many PR blogs will advise you to pick up the phone and call. As a guy who received those calls from publicists, I would advise you differently.

Instead of picking up the phone and calling a random reporter you have never met, you should first put your thoughts down in writing. This will keep you more focused and concise when you try to explain the story to a reporter.

Most people ramble on when they get reporters on the phone. It’s a normal trait since they are likely excited when they finally get through, but it will work to your disadvantage quickly if you don’t communicate the angle of the story within the first minute.

If the news desk likes your story, they will also ask you for something in writing, so these notes will help you sell the story later.

Finally, if the TV station says they don’t have a photographer to send to your event, don’t give up. Ask if you can send them video. We’ve done this for many clients and the local TV station ran the story. Smaller TV markets are also more likely to run your video.

Most important – make sure your email gives detailed information on your organization for the story because a local TV station can’t write a story if they don’t have the information for the story.

Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.com

PR Case Study on Credibility

By Mark Macias

It was all over the news. Amazon would soon start delivering products using drones to deliver products. Even established news organizations, like 60 Minutes, reported on it.

Don’t believe the hype or near-term predictions. It was all part of a flawless PR plan executed perfectly by Amazon.

The drone story wasn’t about reinventing the delivery system for Amazon. It was about Amazon creating a strong, intriguing narrative and backing it up with substance.

This makes for a great case study on credibility that you can apply to your own business. But first, a quick personal story.

Jeff Bezos understands the media intuitively, and I first learned that back in 1999 when I was a producer with NBC in Miami. I pitched a profile story on the young, unknown entrepreneur from Miami Palmetto High School. At the time, Bezos was beginning to shake up Wall Street with strong predictions on his company would revolutionize retail.

His hype worked and the stock skyrocketed.

It’s no different with PR. A strong statement usually gets covered but it first needs to have credibility.

Lesson One: Establish Credibility with PR

Every media campaign needs a credible narrative because without credibility, the media won’t cover your story. If you’re a portfolio manager for a hedge fund and you want to get on CNBC, you better have an established record. Likewise, if you’re running for City Council, you need a plan that is believable and possible or the local reporters won’t write about you.

Amazon has proven itself over the years so credibility has already been established. Did you know earlier this summer, Dominoes Pizza unveiled the same “drone delivery” platform? But guess what – you probably didn’t hear about it because Dominoes Pizza doesn’t have the credible track record of Amazon. If you’re going to make a bold claim, make sure you have the operations or history to back it up.

Lesson Two: Build Suspense

60 Minutes rarely buys into hype. They don’t need to create hype because it is an established program with the best journalists. But in the case with Amazon, if you watch the segment (click here to watch video) you will see how Amazon was able to build suspense for the drone unveiling. 60 Minutes opened their show with that unveiling to bring in viewers – proof that suspense works.

Lesson Three: Identify a Gimmick that Reinforces Your Services

The drone delivery unveiling was a brilliant strategic media move for Amazon because it reinforces its delivery service. But this isn’t about drones and Amazon changing the way books and clothes are delivered to our homes. This isn’t about customer service or delivery becoming more efficient. This was about an idea that every consumer wants to believe. It’s a page from the Jetsons.

This doesn’t mean you should create a gimmick that is not true. At its root, I’m sure Amazon and Jeff Bezos believe drones do have an opportunity to change the way products are delivered. Your gimmick should inspire but have a root of reality.

Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.com