What's in store for this edition:
It takes some work, but it can happen!
How to get you or your product on TV
Getting on TV can be easy, if you have something newsworthy and write a good pitch to the correct reporter. Once you have these elements, you’ll be blown away how it all comes together, and pretty soon you’ll be finding your face (or product) on TV.
If you have a new product launch, something newsworthy, something to add to the conversation, then think about pitching to TV stations, or any media for that matter.
There are various ways to get media attention. Here’s a recap from the past year for some very effective ways to get on TV.
The Press Release
It’s an official statement issued that gives information to the media on a certain matter.
Press Releases follow a pattern and have specific rules. Surprisingly, there are very few instances that necessitate a press release.. Please give this lesson a read for a brush up on how to write one and to see if you really need one.
The Pitch
Most of the time public relations pros send out pitches to media outlets and journalists.
A pitch is a personalized, concise email that is personally addressed to a journalist and tailored to their beat and audience.
This email lets them know what newsworthy event or occurrence is happening. Media pitches are more conversational and less formal than a press release.
I like to remind myself, that the better a pitch (written, researched, current, newsworthy) the better chance it will be picked up. Just remember, never sending out any pitches is a guaranteed 0% of being picked up.
Are you a creator and want your product on National TV?
Be sure not to forget the following valuable tips?
Keep pitches concise and clear
Don’t forget to add details like links, prices, and product images
Pitch timely seasonal content to the correct journalist
Focus on the value your product brings, and what the audience wants to hear, NOT what YOU want to say
Not sure who to send your product pitch to? TV Pitches Part 2 tells the nitty gritty of who and when to pitch.
Should I use a press release or a pitch, or both?
Use a press release as an official statement from your company to announce big news.
Use media pitches when you have story ideas or some exciting event that media members would like to cover.
And if you’re a creator think of what type of gift guide your product could be featured on or perhaps demonstrated on a morning news show.
There are so many different ways to get on TV, you just have to give it a go, and these tips will get you there!
“Do not fear failure, but rather fear not trying.”
Do this now: Do you have a boilerplate written for your company?
If not write one now. They are always kept the same, so write it once and use it however many times your need a press release.
Term to Learn
Byline is an article that is written by a subject matter expert, thought leader, or the company itself with a certain point of view, advice or tips on a certain matter. This article would be published in an established, authoritative publication.
FAQ
Q: What if I don’t get any media attention from the pitches I send out?
A: First of all don’t take it personally, this happens to even the most experienced PR professionals too. You could be pitching to the wrong journalist. The deadlines could have passed. They could have just covered something similar. Maybe there isn’t anything too extraordinary about you or your product. In this case, you need to work on your hook and storytelling.
Learn from others.
0% Cool : 100% Cringe
Here are a few cringe inducing news highlights from the past year that we learned from.
Remember when CrowdStrike’s massive software fail caused chaos for millions of people and companies and they put out a tone deaf statement on twitter?
✍️ Key PR Takeaway: Put yourself in the shoes of those affected. What would you like to hear? This is called empathy. Don’t avoid accountability, in the end you’ll be accountable anyways.
Remember when WestJet mechanics went on strike, leaving thousands of passengers stranded with no communications to public at all, and blaming mechanics in press releases?
✍️ Key PR Takeaway: Solve problems before they become major issues, otherwise it’s going to cost everyone in the end. Pointing fingers and putting the blame on others isn’t a great way to garner loyalty with your customers or gain sympathy from the public.
Who could forget when American Airlines walked it back after a lawyer from the firm they hired, “made a mistake” and blamed a 9-year-old for being exploited by a pervy flight attendant.
✍️ Key PR Takeaway: Despite the obvious need to carefully vet anything that goes out with your name on it, PR crisis management includes continuous monitoring of public responses and prompt communication of how your company has addressed an issue.
Useful PR Resources.
🧰 TOOLKIT
BuzzStream List IQ
List IQ is an AI-powered tool for building hyper-targeted media lists from a Google News search.
This new tool from BuzzStream is in Beta version and you can try it now for free. I recently gave it go and was very impressed.
I preach all the time that having an accurate list of journalists (media list) is so important when pitching the media. BuzzStream List IQ helps you accomplish this.
Why I loved it:
Ease of use
TIME SAVED!
Accurate and most current information.
How it works: Start by downloading the Chrome extension in your browser. Open up Google News and search for your topic (i.e. “ny fashion week). Select all of the information that you want ListIQ to find and start adding any relevant URLs to your list. Then click “Generate Sheet,” and you’ll get a Google Sheet or CSV file with a media list. Easy peasy!
Thanks List IQ - you just saved me hours of tedious work by building a media list!
Attention Seeker of the Week
Mochi
Mochi, the 5-week-old abandoned black and white kitten with heart 🖤 marking, was found darting across a busy road in Santa Rosa, CA. First-time kitten owners, David and Lisa, have discovered Mochi likes to climb towels and cry for attention. The pampered feline went from living in an field and scrounging for food, to living a life of luxury with two big dog brothers in a few hours flat. We welcome Mochi and congratulate you on being a top notch attention seeker.
A friendly reminder from talking to Mochi’s new parents, there are a lot of kittens and cats that need homes. 🐈 Can you make room for a new attention seeker of the furry kind?
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
