Documentary Horrifies, Inspires

The Greatest Movie Ever Sold will force you to
look at every advertisement, every movie, billboard, TV show and even school fences differently. Product placement didn't used to bother me--it seemed much more realistic than those generic packages that no one really uses.

Now, there is a whole industry based on creative advertising and placement, and documentarian Morgan Spurlock provides an entertaining but horrifying tale of how we are bombarded with ads. Be an informed consumer... OR as a newsmaker... be creative and be inspired about how you can find new property to sell your products or services.

When Should You Send Press Releases?

From Business Wire:

A poll findsTuesday mornings are the best time to send a press release, according to 215 professional communicators. The data reinforces longstanding advice on the topic. For decades we’ve told clients that the best time to send a press release is “early in the day, early in the week.” Of course the general disclaimer “It depends” applies here, as the timing of any press release is subject to the nature of the news, goals of that release, the news of the day, and other variables. That said, we’ll resist the urge to say “I told you so,” and enjoy the fleeting affirmation of having PR Peeps confirm our sage advice. This poll was a challenge to analyze, as it was the first time we asked an open-ended question. In retrospect, we could have done a better job framing the survey, as responses ranged from time of day, to day of week, to general musings such as “when you have news to announce” or “you’re the experts–you tell us!” That said, the single most common answer, with 135 votes, was “mornings” or a variation thereof, such as “before noon” or “before 10 AM.” The second biggest vote getter, with 71 votes, was Tuesdays or a variation, such as “Tues. – Thursday.” Below are the details, as best we can present them. When’s the Best Time to Send a Press Release?- Tuesdays–71, or 53%- Mondays –16, or 7 %- Mornings–135, or 63%- 10 AM–17, or 8%.

As mentioned above, the numbers don’t add up to 215, since many people answered with multiple recommendations such as “about 10 AM, Mon – Thursday” while others answered in unique and difficult-to-quantify ways. The numbers above are our best reflection of the data. We apologize for the lack of scientific approach here–any market researchers who want to pile on with advice, please email me at monika.maeckle@businesswire.com. To those who participated, thank you–-and how about helping with our next PR Peeps Poll: Do You Tweet the Links to Your Press Release? This poll is back to multiple choice. Business Wire

What Does Service Have to Do With the Media?

On Independence Day, it's appropriate to blog about customer service. You see, in America, we all have the freedom to start our own business. But that doesn't mean we're good at it or deserve positive publicity.

Recently, I've been a survivor of horrible customer service on home repairs costing thousands of dollars. Don't you think if I'm spending that kind of money, I have the right to be treated with courtesy? Unfortunately, that is not one of the rights guaranteed in the U.S. Constitution.

Fortunately, I do, by the blessing of being born in the USA, have the right to free speech. And I will exercise that freedom to tell everyone I know about the horrible service and lack of respect I received by a small business based in Georgia. (Please send me a comment or email if you want the name of this foundation repair company). I have posted on Facebook, Tweeted, been re-Tweeted and even mentioned the name of this terrible company on my radio show.

So the lesson here is to offer outstanding customer service! You may not get positive publicity right away, but you will go viral if you treat clients poorly. People will let others know not to use you. Then, instead of just unhappy customers to worry about, you may have to learn about crisis communications.

In my case, I think the offensive company is too stupid to even know that it's being discussed over the Internet and on a radio network. Businesses like this should fail. They do not represent the best America has to offer.

Grass Roots Publicity

Have you ever written a letter to the editor of your local newspaper? Have you ever called in to a talk show? These are two low-cost ways to get the attention of the public and journalists.

Also, are you using social media to your advantage? Don't just write a press release. Put it on your website, your blog, your LinkedIn account and your Facebook page. Then tweet a link to it, and send an email to your friends who are also followers on Twitter to re-tweet.

Join organizations and contribute to the monthly newsletters or magazines. Volunteer. Build relationships and a database. When you have big news, send a postcard or letter to your database.

The point is, you can do many things to publicize your cause, product or service that some people would call just staying in touch with your friends or network.

A Way to Get Ahead in the New Year

If you're in the Atlanta-North Georgia area, please keep reading...

Have you always wanted to speak better or represent your organization better? If so, I can help. For the first time, I’m teaching classes open to the public. Please take a look at the courses and see if any are a good fit for you or friends you know.

If you have questions about the class content, ask me. They will be held at The Etiquette School in Cumming. Space is limited, so please register soon. To see costs and enroll, click here.

Descriptions:

Speak to Success—Basic Presentation Skills—This is hands-on, interactive and fun. I guarantee you will leave a better, more confident speaker. Each participant will leave with a DVD of his or her speeches and feedback. The class runs every Tuesday night from 6-8 pm.

Basic Video Production—My award-winning, film-making husband is going to help teach this one. Never again be disappointed in your home movies. You will learn behind-the-scenes secrets for making your videos and YouTube posts look more professional. Offered Saturday, January 9 from 1-4 pm.

Be a Spokesperson—Do you represent your business or non-profit organization to the media or in public presentations? Learn how to sound smart and look your best on TV. We will also talk about how to get media coverage. This class will run from 6-7 pm on Thursdays, January 21 and 28.

Conversation Etiquette—Are you gracious and encouraging? Does your speech reflect who you really are, or do you come off sounding like a jerk sometimes? Are you ever at a loss for words? Do you wish you had a phrase for the person who ticks you off? If you are nodding your head, this class is for you! It will be held from 7-8 pm Thursdays, January 21 and 28.

Marketing on a Shoestring—This one-evening session will be jam-packed with no-cost and low-cost ways to make big bucks without spending dramatic dollars. It’s ideal for small business owners, non-profit leaders and anyone who needs to get the word out about a good cause. Attend January 25 from 6-8 pm.

Thank you for considering enrolling and thanks for passing along to others who may benefit from these practial classes! You will leave with resource material and great ideas to improve your communication skills. If you're still reading and don't live in the Atlanta area, contact me to bring these courses to your neck of the woods!

Press Releases and Pitches

I have been getting lots of questions about press releases, so here's some advice. Yes, journalists still read press releases, but it seems pitches are made more often and press releases are part of the supporting material once an interview is booked.

Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.

The great thing about writing a press release is that it can be re-purposed:

1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.

Here are ways to make your press releases effective:

1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.

With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.

Confirmations

When you are scheduled to be on a talk show, most producers will send you some sort of confirmation. It may be a simple email with the time or date. It could be a fax that you have to sign and send back. At our show, we send an attachment and ask guests to read and follow the instructions. We include FAQ's. Even so, many people don't read this sheet. I can tell because they don't send the required information, or they ask questions answered in the document.

To give you an idea of what talk shows like to get, here's a modified version of what we send confirmed guests.

Congratulations! You are confirmed as a guest!

To ensure that you get the publicity you want on our website and to make sure our hosts can be prepared, please send the following at least TWO WORKING DAYS before your interview:

1. Your landline and backup numbers
2. Your headshot –preferably in a jpeg (also send book cover, DVD cover, etc)
3. Your bio
4. Your website

Due to our early morning shift, if we have not received the phone numbers 48 hours in advance, we will begin looking for a replacement for your time slot.

Note: Please do NOT send us to a website for these items—many times our corporate Internet will not allow us to access certain sites, then you miss out on having your photos on our website or on our TV broadcast.

If you’re scheduled during the TV simulcast (7-9 am eastern), and your interview is by phone, please send relevant photos and/or video to enhance your segment. Our pipeline is small, so send no more than three jpegs at a time. Mail the video so that it arrives three days in advance. Or give us a link to download video.

If you are scheduled as an in-studio guest, please arrive 30 minutes ahead of time for makeup. You will have access to tea, coffee, water and light snacks. Also, we only need your cell number (see #1 above).

ATTIRE: In-studio guests look best wearing blues or earth tones. Please avoid wearing white as a main color.
AUTHORS, ARTISTS, etc: Please send TWO copies of each book, DVD or CD. Our hosts prepare for each guest. Please send these as soon as the interview is scheduled.

Here are answers to FAQ’s (and a few more Do’s and Don’ts):

1. We are live, not taped. We take calls from listeners and viewers.

2. We broadcast to Canada, via Sirius, all three hours. When you use inclusive language such as “North America” or “U.S. and Canada,” our listeners appreciate it.

3. “Simulcast” means that for two hours we are airing both on TV and radio, like Mike & Mike on ESPN.

4. QUESTIONS—we do not come up with questions ahead of time. However, if you want to send suggested questions or talking points ahead of time, we consider it helpful.

5. Audio podcasts of the interview generally will be up on our website the afternoon after the interview. We do not post video of every show.

6. Our program reaches:
· 8.6 million subscribers to Sirius
· 30 million households on FamilyNet Television
· 10,000 subscribers to SkyAngel.com

7. Many people want to know how they can be a repeat guest. The easy answer is, “Do a great job the first time!” Offer lots of content and energy and you will make a good impression. We promise to give the name of your book and your website IF you’ve given it to us in advance, so we don’t like it when you repeatedly say your book title or website. In fact, doing that is almost a guarantee you won’t get asked back.

8. If you are a guest by phone, we prefer to call you. We much, much prefer to call you. We have been burned by many guests who promised to call and then slept through the interview. We will call a few minutes before your air time.

9. If you are a frequent Skype user and are scheduled to conduct a phone interview, we may want to consider using Skype. Let us know if you are interested.

THANKS! We look forward to you being on our show!

The Future of News and Public Relations

I've been a fan of Jeff Brady's for years. I first met him on the night he was the best man in our wedding. He has been a reporter and anchor in the Yuma, Tyler, San Antonio, Shreveport and Dallas markets, so you may have seen him on the air. He recently left the newsroom to start Brady Media Group. His perspective about the direction of news is fascinating.

Jeff: We are a Dallas-based PR, consulting and content development agency made up exclusively of journalists. We KNOW the news: the fundamentals of how it is produced, the tempo, the deadlines, the “recipe” and how to attract the interest of a reporter. We understand how to pitch a story to a working journalist because we’ve been there ourselves.

But what does "content development" mean? Well, by that I mean the media content housed on your website. Do you have a blog? A podcast? A video blog? A digital newsletter? Current articles or press releases? What about a video clip to convey your brand identity for the next generation of media-savvy consumers? We can produce all of that. Out-source your newsroom to us. We’re the professional story-tellers.

The clients we currently target are medium and small businesses that are either dissatisfied with their current marketing, advertising or PR strategy. Or those that have never tried PR in the first place. We come at it from a different perspective, and most clients like the “insider knowledge” we bring to the table.

Lorri: How is the Brady Media Group different than other PR agencies?

Jeff: As you know Lorri, the vast majority of publicity agents have never worked a single day in a newsroom.

The analogy I provide is taking your car to be repaired by a mechanic who’s never driven a car. It just doesn’t make sense. Why would anyone try to solicit favorable coverage in the news media by paying an advisor who’s never done the work?

Not only do we have the DNA of journalists, but each member of my team has a pretty hefty Rolodex (or Outlook Directory) filled with our former colleagues in newsrooms all across the state – and the country.

Lorri: You say that “public relations” has a negative connotation in newsrooms.

Jeff: Name one PR agent whose help or involvement you enjoy. I would challenge any working journalist to name three. It’s almost impossible.

Again – as you know – the typical relationship between the reporter and the publicist is one of grudging tolerance. As a journalist, you typically feel that you HAVE to put up with the meddling, opinionated interference of the PR rep because it’s the ONLY way to get the story.
If there were any other means, you’d do it. Right?

Moreover, during my entire 18-year career in TV news, I can’t think of a single PR agency I would turn to – in good faith – as a resource in a pinch. And yet that’s exactly what’s happening to me and to my friend and colleague, Jeff Crilley. He has a very similar publicity agency here in Dallas. And our story ideas and clients have now become almost invaluable to friends and former co-workers who may need help on short notice. They will call to ask about a reliable source who can speak on the "topic of the day." And we usually come through!

Lorri: What is the future of television news?

Yikes. This is the tough one. Short answer: most major network TV news operations will survive in their current form.

Most local TV new operations will NOT. The business model is disappearing like ice on a summer sidewalk. A recent report projected that 2009 local TV ad revenue will drop up to 30% this year alone.

Of course, there are a lot of reasons – including the recession and the staggering auto industry.
But advertisers are simply following the audiences – and migrating to other platforms. If ad revenue drops, that means the station’s entire budget drops: payroll, equipment, travel, overtime, etc.

So imagine the task of a local TV General Manager: reduce the budget by 30% but produce the same amount (or more) original content – and make it better than ever – to attract an audience that is more media-savvy than ever!! It is not sustainable.

Lorri: News is covered differently than it was when you started reporting. What happened?

Jeff: Newspapers are going bankrupt because they are using an archaic technology (ink on paper delivered by hand) and because they are giving away their best content. (Why should top-notch journalism be free online when the phone companies have trained us to pay 25 cents for a TM??)

Most big newspaper ownership groups are in a financial tailspin and doing anything to survive. Most will not. The reporting suffers when the business is going through such convulsions that it can no longer pay for the best talent. (I wrote a blog entry about “The Newspaper Fix” – you should check it out at http://www.bradymediagroup.com/!!)

As far as TV, when Walter Cronkite (rest his soul) commandeered CBS, the fundamental goal was to do the job of reporting what every American needed to know. Then TV became highly profitable. Then the journalists in charge of the networks and local stations sold out to non-journalists (in the 70s and 80s), and then it became all about the profit margin. Then the newsrooms became more focused on “what will people watch” instead of “what do people need to know.” That’s why we have so many blaring cop-chases and health scares on local TV news.

In addition, there are too many people "under the tent" calling themselves journalists. Not everyone with access to a TV camera and a microphone is qualified to deliver the news. I fully support the notion of “accredited” news agencies. But I digress…

Lorri: Do you think every newsmaker needs a publicist or a company like yours, or can people do this on their own?

Jeff: Most people can absolutely do it on their own. No question. It’s not nuclear physics. PR is a sales job. It involves making a sales call with YOUR story or YOUR company or YOUR brand in mind. Sell, sell, sell. Know the audience (the journalist to whom you are speaking). Make it sexy. Leave 'em wanting more.

At the same time… with my U.S. Marine Corps training, I can wash, starch and iron my own shirts. But I don’t. Instead, I outsource that work to experts who are much more efficient and effective. The same can be said for media exposure.

Lorri: What else would you like to add?

Honestly, I believe we are on the verge of an era in which most people don’t need to worry about soliciting the attention of mainstream media. Instead, most people need to spend more time developing their OWN media… with the help of an expert consultant, or course!

Have you read The New Rules of Marking & PR by David Meerman Scott? If not, check it out. With increasing high-speed Internet access, more companies, entrepreneurs and non-profits are learning that a steady stream of unique and compelling content on their own website is the best PR in this day and age. So I tell most clients that they need to start a blog and then create a channel on YouTube. And develop a better brand using these new platforms to reach a vibrant new audience. Most of whom are not watching TV or reading newspapers, anyway.

Lorri: Thanks for your time and insight, Jeff. And all the best wishes to you in this new endeavor!

Keep 'em Talking About You

Recently on our talk show, a guest brought coffee cups with his organization's logo and presented these to us on the air. Appropriately, his cause is The Kindness Revolution, and the coffee cups had an infectious Smiley Face. In fact, the cups were so cute, so visual, we kept them on our set and referred to them and the organization the rest of the morning. This guest was on for 12 minutes, but he got many more mentions and free publicity the rest of the day.

This past week, Blue Bell Creameries visited and brought plenty of samples of new flavors. The reps had several bowls on the set for my co-host and me... but they also set up in the nearby break room and served station employees for half an hour--until very generous supplies ran out. The reps left coupons and lots of good will. The next day, we talked about how nice that was and how great the ice cream tasted... so again, more mentions and more free publicity.

What can you do to leave people talking? Here are some pointers:

1. Make it relevant. People do bring gifts that don't get mentioned. It's not the gift--it's the fit.
2. Go above and beyond. We expect people to be nice to us--we're on the air. I'm impressed when you're nice to the folks behind the scenes.
3. If you're selling food or other products, bring lots of samples and coupons.

At least one person asked me, "You mean people lined up for ice cream before 9 in the morning?" Yes, they did, and as one who had at least two scoops -- hey, it was part of my hosting responsibilities--it makes a delicious breakfast.

Twitter

Clients are asking me about using news media principles to take advantage of grass roots exposure on social networking. We are in exciting times... times when we can all be reporters and publicists. While for the forseeable future we will continue to get news in traditional ways... economic pressures, technology and creativity are changing the nature of news gathering and news reporting.

Be on the forefront of this cultural shift by getting a Twitter account to publicize your book, your services or products. It's easy: go to www.Twitter.com and sign up for a free account.

You are welcome to follow me! I will give short "tweets" on news and soundbites. Click here and follow the instructions.

Details that Derail

When you're trying to get publicity, pay attention to the details. Here are a few turn-offs that immediately tell producers you're not ready for prime-time:

1. Mistakes in your emails or press releases. Proof-read. If you can't get it right on a document that you've had time to work on, why should producers take a chance on you to get it right on live TV or radio?

2. Low energy telephone call. When you call to pitch, be just as high-energy, fun and peppy as you will be during an interview. If you speak too slowly and sound bored, the producer figures that's how you will sound for the guest spot and be afraid to book you.

3. Guest does not fit the format of the show. Do your research. A publicist pitched me for a book last week saying it was like "Sex and the City." When I laughed politely and said then it wouldn't be a good fit since a Baptist pastor owned our TV station, she replied, "Oh, I'm so embarrassed." I'll be very careful about taking her pitches in the future, since I realize she doesn't know who our audience is.

4. Distracted or disorganized. Be on point when you call a reporter or producer. They work in minutes and seconds for a living and will only give you a few seconds before losing patience. Talk quickly and tell them immediately why you are a good fit for their program.

Take care of the details and get positive publicity!

Public Relations

Reportedly, Gore Vidal said, "Never miss a chance to have sex or appear on television."

And if that's not enough for you to increase your publicity efforts, Alan Corenk is quoted as saying, "Television is more interesting than people. If it were not, we would have people standing in the corners of our rooms."

But not all people like the spin doctors. Robert Fitzhenry said, "The art of publicity is a black art."

And you have to laugh at the lyrics to Jimmy Buffett's song "Public Relations" from his musical Don't Stop the Carnival:

Public Relations, Public Relations
Boozing and schmoozing, that's what I do
PR's my vocation
And I'm a sensation
Public relations
Such hullabaloo

I appreciate the talented PR folks who make my job easier. They are organized, responsive, easy to find when a problem pops up, and they don't push when I say, "This is just not a fit for our audience."

If you're hiring a PR professional, look for someone who responds to your calls and emails quickly, someone whose writing is free of mistakes, and someone who has nice manners. Those qualities will endear them to the reporters and producers to whom they're pitching your story.

Maintaining Media Coverage

The executive director of a non-profit poses this question: "We used to get great coverage, and now it seems as though we have fallen from grace. What can we do to maintain media interest?"

The simple answer is to become a resource for reporters. Be the kind of newsmaker producers and journalists mark in their database as someone who is always good for a soundbite. That means you are accessible, articulate and willing to say, "I'm not the expert you need for this story, but call my colleague, who would be perfect for the angle of this story."

As for talk shows, coordinators are always looking for local guests who can come into the studio on a moment's notice, who offer ideas for future topics and who are interesting and provocative behind the microphone.

You can fall from grace if you tell the same old story every time. Or one too many times you are tied up. Reporters will find someone who has an expertise close to yours, and he or she could become the go-to source.

Cool Way to Send a Press Release

One of the public relations companies that routinely pitches guests to me for my daily talk show has started doing something that's definitely different--important with the dozens of books, emails and letters I get each day.

This company is sending its pitch on a thumb drive. To make the pitch even more solid, the logo of the guest's book or product is on the drive, and a video report is included with a press release and photos. I'm impressed. It undoubtedly costs more to make and send these drives than it would to just send a letter or email, but when you consider the cost of advertising or mailing preview books, the investment may be smart.

The drive alone doesn't sell me; the content still has to be right for our program. But in a world where catching attention is the first biggest hurdle, this works.

New Ways to Generate Publicity

A few weeks ago, a friend of mine sent me a link to a YouTube video she created. It was so clever and so timely, I asked her permission to air it on my morning talk show. She agreed and later asked me for a quote to put in a press release. I happily obliged. She wrote and posted the press release with a distribution service called "PR Web." I was notified through a Google alert! She has given me permission to share her press release. Maybe you can take a clever idea and leverage it like this, too.

Top Mom-Blogger Urges Mothers to Vote, Not Fight

After noticing that the nomination of Sarah Palin had re-ignited the "mommy wars," mom-blogger Dena Dyer created a Dr. Suess parody video called "Red (State) Mom, Blue (State) Mom" urging mothers to vote their beliefs, not fight about them.

Fredericksburg, Texas (PRWEB) October 18, 2008 -- The nomination of Sarah Palin has re-ignited the "mommy wars." Over water coolers, in chat rooms and in person, mothers are once again sparring over politics, childcare choices, and the work/life balance.
Award-winning mommy blogger Dena Dyer says, "It bothers me that so many mothers are up in arms, and that they are spending countless hours fighting about the candidates."Dyer has friends on both sides of the political spectrum, so she came up with a Dr. Suess parody that encourages moms to vote their beliefs, not fight about them. "Red (State) Mom, Blue (State) Mom" is based on the classic children's book One Fish, Two Fish, Red Fish, Blue Fish and is available on YouTube at http://www.youtube.com/watch?v=GxVugi06wyM.

The video was featured on FamilyNet's national morning show, "Mornings with Lorri & Larry." Co-host and guest coordinator Lorri Allen says, "We are always looking for timely stories on our morning talk show. Dena Dyer's Dr. Seuss parody was a perfect fit for us. She not only entertains, she also offers a peaceful solution to political bickering."

Dyer believes that moms have more in common than they think. "I've been a stay-at-home mom, at work-at-home mom, and a work-outside-the-home mom. I've had my kids in public and private schools, and I have a lot of friends that homeschool their children. And you know what? We moms are more alike than not. We tend to want the same things for our children, though we may disagree on how to get there."

She adds, "I hope moms will watch the video and laugh. I also hope they'll realize that the energy they're spending on battling other moms could be better spent on making the changes they long for a reality."

For more info, including the text to "Red (State) Mom, Blue (State) Mom," visit http://www.denadyer.com.

No Book Yet

I had the pleasure of conducting a teleseminar last week for the Business Coaching Group of the National Speakers Association. One of the participants asked, "Can I get any publicity since I haven't written a book yet?"

It's a great question. It is easier to establish your credibility with guest coordinators and assignment editors if you have published a book. But I answered the woman honestly, "I have to read so many books now, that I prefer to schedule guests who aren't promoting a book."

Without a book, you can establish your credibility in these ways:

• Years serving a certain industry
• Education
• A life-changing experience
• On-the-job results

You do have to explain why you are the perfect person to discuss the topic. Sometimes your title alone makes you worthy to be interviewed... for instance, if you are the President of a successful bank, I'd love to interview you this week. Or you may be the Executive Director of a non-profit agency helping hurricane victims... or those who've lost their homes in the sub-prime lending mess.

Don't wait for your book to come out to pitch the media about your expertise. The fact that you can show media experience and contacts will help you sell your book proposal to agents or acquisition editors.

Opportunities Lost

If a reporter or talk show producer calls you, respond immediately. In this age of Blackberries, voicemail, smart phones and more, there is no excuse for waiting hours to return calls or emails... that is if you're serious about getting publicity.

One reason to get back at once is that your story may be topical or timely for that moment or day only, and if you let time go by, the producer could change his or her mind about wanting to interview you.

The scheduler may have had a hole to fill and was desperate. Your pitch wasn't that great, so when you finally got back to the coordinator, she had made other plans and was not interested in scheduling you for a future program. Or maybe she didn't trust you to get back to her in a timely fashion, so she doesn't want to risk working with you.

In a crisis situation, not getting back to the caller usually leads to your side of the story not being addressed in a news article or report. So if you ignore the press, you're likely to hear or read that you "were unavailable for comment" or "did not return our calls."

Don't bypass an opportunity by waiting.

Pitching Tips

Here is a short (we love short), email-appropriate template for pitching yourself to TV producers or guest schedulers:

“With _______________ going on in our nation/world/community, my expertise—(use one phrase here)-- lends itself to helping your audience. So please consider me as a guest on (title of the show). In addition, I may be a good fit because ________________. As for visuals. I have video/jpeg photos/books/props that could lend themselves to a unique/fun/interesting/poignant segment.

“If you want to know more, please read the press release/article/feedback I have added below. Thanks for your time and consideration. I look forward to hearing from you soon.”

If this is true, add this sentence before that last paragraph: "Because I live in __________, I can be at your studio on short notice. Think of me if a guest cancels at the last minute."

Add your contact information, including your website. When people send long, complicated emails, the screeners are likely to delete them without a second thought.

Things That Irk an Interviewer

Recently, a newsmaker hit the trifecta. That's right, he committed three sins in one short interview. First, when I was introducing him in a live setting, he corrected information HE GAVE ME from his bio, as in "I'm not really living there yet. I'm in City X." Well, then, don't put City Y in the document you send me. And why bring it up anyway when time is short and you're trying to sell books?

Second, he was slow putting sentences together. So when my colleague tried to help him out, the guest asked, "Well, what do you expect when it's 5:30 am?" Don't accept early morning interviews if you're not a morning lark. And worse, if you do, don't complain about it. No one is holding a gun to your head.

Third, in response to three questions, the fellow said, "Well, my co-author is really the expert on that. Here's what I think he would say..." If you can't speak for your co-author, don't accept the interview.

I'm not mad at the guest. He just needs coaching. I'm mad at the publicist who told me this guy was high-energy and articulate. He was neither.

Keep Your Own Appointment Book

Recently, two newsmakers with whom I've scheduled interviews a couple of weeks in the future have asked me to call them up the day before and remind them.

The immediate thought I had was, "This opportunity for you to speak to an international audience is not important enough to you for you to remember or write down on your calendar?" Instead of speaking my mind, I politely explained that if I had time, I might send an email reminder.

Most guest schedulers will send a confirmation so that you have something in writing to jog your memory. But asking for a reminder call is out of bounds. One of these newsmakers even had the nerve--or naivete--to ask me if I could call her 15 minutes beforehand and practice with her.

That sounds like someone who needs a soundbite coach to me!