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

How to Pitch a Story like a Journalist

By Mark Macias

It’s the one question every person wants to know. How does the media decide which news stories are important? Here’s how to pitch your story like a journalist.

When I was an Executive Producer with NBC in New York, many of my friends quizzed me on whether there was a conspiracy in the media. After all, they would ask, how could it be possible that all of the news organizations would typically run the same stories?

There is no conspiracy and there is no magic formula, however there are ingredients that do make for a news story.

If you want to get your business on the news, you need to first identify what is different, new or unique about your product or service. News is based on the root “new,” which is why all news stories must be timely.

How to Pitch a Story like a Journalist

The more you can make your pitch sound timely, the better chances you have of getting your business on the news.

You can increase your chances for news coverage by answering these questions before you reach out to reporters:

* What is different about my business?

* How does my business help the public and why is that service unique?

* Is there something timely about my business or product?

* Is there a personal story to tell about my business, like maybe a grandfather is passing the 75-year-old family business onto his grandchildren in a public ceremony?

* Is there a new trend arising in my business field that will affect the pocket books of consumers?

* Have any trade organizations recognized my business as a leader in innovation that will help shape the future?

Finding a unique angle is not as difficult as it may sound. You just need to open your mind to timely events that impact and influence sales of your product or service.

The more you understand the definition and value of “newsworthy” the better chance you will have of getting the media to do a story on your business.

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. The company also does financial PR – which you can read more at MarketYourFund.com.

Get my Story on the News

By Mark Macias

It was one of the most popular questions I heard when I was an Executive Producer with NBC.

“How can I get my business on the news?”

There is no magic formula to getting your service or product on the news, but there are guidelines that will increase your chances.

You can increase your chances for coverage by identifying what is different, new or unique about your business. It sounds simple but a lot of people forget that news is based on the root “new.”

If you don’t have that “new” component, your story is at a disadvantage. You might be able to find a new angle by asking pointed questions:

Is your business contributing to the local community in a unique way we might not expect?

Are you about to accomplish a feat where others have failed?

What is different between you and competitors?

Focus and Clarify your Pitch

The more you can clarify and focus your pitch, the better odds you have of getting your business on the news.

Finding a unique angle is not as difficult as it may sound. You just need to open your mind to timely events that impact and influence sales of your product or service. If you own a fashion or jewelry store, try to link your product to high-profile events like the Academy Awards or the Grammy Awards. If your business is geared towards a niche audience, like traveling business executives, scan the headlines for possible tie-ins to current events.

Biggest Mistakes Most Publicists Make

Not properly defining the story is one of the biggest mistakes most publicists make. Your success on pitching depends greatly on how well you define that story because in many cases, you may only get one shot at pitching your story idea. You can focus your story by understanding and applying the five W’s (Who, What, When, Where, Why and How).

Who is this story about?

What is this story about?

Where is this story taking place?

When does your story take place?

Why should anyone care about your story?

How is your story, business, service or product changing lives?

The more you learn and understand the definition of “newsworthy,” the better chance you have of getting your story on the news. And once you successfully make that placement, you are better able to shape the message with the media.

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.

Who are the Best PR Firms

By Mark Macias

How can you find the best public relations firm for your business? What traits make for a great publicist?

I worked with a ton of publicists throughout my journalism career with NBC and CBS. Now, as the owner of a PR firm, I speak with business owners, entrepreneurs and large companies about their publicity needs. One of the major trends I’ve discerned is most people ask the wrong questions when it comes to finding the right PR firm.

If I were to hire a publicist, here are the questions I would want my publicist or PR firm to answer.

Can you give me a publicity strategy for my business?

You question reveals how the publicist thinks on his feet. A great publicist will have his or her own ideas. He will be able to explain a strategy off the top of his head because he understands how the media works and what will get traction.

How do you see my industry?

This question reveals how well the publicist understands your business. This is a valuable revelation because every publicity campaign will need to identify the unique angle that makes your business different from the competitors. If the publicist doesn’t understand why your business is different from your competitors, he will be at a great disadvantage when it comes to pitching the media stories.

Tell me about your clients and media placements you have secured?

A diverse portfolio suggests that your PR firm knows how to identify a solid news story. It takes a special talent to secure media placements in various industries and if your publicist can demonstrate that with his or her portfolio, you are likely getting an experienced publicist who will perform at the highest level.

Many business owners like to work with a PR firm that specializes in their industry. This can sometimes work against you in the world of PR because ideas quickly become stale. If a publicist has spent a lifetime solely in fashion or tech, they risk becoming complacent with their thinking or creativity.

Will I be working directly with you?

You should meet with the publicist or account executive who will be selling your story to reporters. Does he or she accurately represent your business? Whether it’s fair or not, journalists will associate your product or brand with how well your publicist presents it.

What if we don’t get along? What if I want out of the contract because you can’t deliver results?

Every PR firm hates these questions, but it’s a valid point to raise during your initial discussions. If you’re working with a publicist and the chemistry is bad or he/she doesn’t get along with you, you should be able to get a new person or get out of your account. It’s okay to have a difference of opinion with strategy, but it’s another challenge when you just don’t get along with the person. Make sure you get insurance in case this happens to you.

How long before we get to see results?

This answer can vary by the complexity of your campaign, but the PR firm should be able to give some guidance over a time frame.

What is your media experience?

Experience matters when it comes to figuring out how to frame a story or pitch it to the media. If I were hiring a publicist for my future business, I would ask him or her to sell me on their experience. This will also give you an idea of how well your publicist can sell your stories to the media.

You can read longer versions of these articles at www.prhelp.co.

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