by Marsha  Friedman

Article at a glance:

• Listen to, read and watch local TV, radio and publications.
• Identify show hosts and journalists covering topics you can address.
• Look for current news, issues and trends you can use as a hook for your pitch.

There's nothing like the good old home field advantage when you're looking for publicity for your company, product or book. Local TV stations and talk radio shows, hometown newspapers and magazines, and locally oriented blogs and news websites like Patch.com are all looking for the same thing: local content.

If you can offer them useful information or a great human interest story - particularly, if you can link it to something currently in the news - you just might become the next media darling. 

There's nothing to be nervous about. Once you land the interview, it can be as simple as a telephone conversation with a radio show host or journalist. Being a TV guest is a bit more involved because it's visual, but it's certainly not difficult. For print, you can also offer to write something yourself for the publication.

That's the easy part. The bigger challenge is identifying the show hosts and journalists who will be interested in what you have to offer, and then giving them a pitch that gets their interest.

So what are some tricks for landing local media coverage?

• If you normally listen to your favorite FM rock station or your iPod while you're driving around town, it's time for some new auditory scenery. Unplug the iPod, push the AM button, and tune into the local talk shows. Who are the hosts? What's their subject matter? Are they talking about something related to your topic? (Keep in mind, your topic is not your company, product or book! It's the helpful information you can provide as an expert businessperson or author.) Identify some shows that would be a good fit for you as a guest. Write down the station and the show host - after you've safely pulled over, of course - and look them up online to learn more.
   
• If you read national entertainment magazines and novels, it's time to meet your hometown newspaper and other locally produced publications. (If you're not aware of other publications, look for them at newsstands and near news racks at shopping centers.) You can also search online for community news websites and blogs. Start reading! Take note of the topics particular reporters write about, and which editors are in charge of what sections. The more you can tailor your pitch for them, the better your chances of getting their attention. Are all of the publication's columns and articles staff written, or does it appear they publish content contributed by readers and freelancers? In the latter case, you may want to offer up your own article.
   
• Local TV stations generally broadcast news shows a few times a day. Look for guest-oriented segments by watching the morning news. See which anchors are interviewing guests and the topics they're covering, such as consumer interest, health and fitness, and parenting. Do some anchors have particular interests? Which ones can you tie into? Once again, learn more about them by going online. Look for the names of producers, too, and what areas they're responsible for. You'll want to pitch them as well.

Once you've identified the people you'll be pitching to, look for local news, issues and trends that you can plug into - a news hook. If your message is related to finance, you could research the local statistics for home foreclosures and bankruptcies. Citing these in your pitch, you might offer to share five tips for protecting your credit score when you're under- or unemployed.

You can also plug into holidays and special days, weeks and months, just about all of which you can find on the Internet. Own a hardware store? Next week is National Chimney Safety Week - offer homeowners tips for getting their chimney ready for the winter ahead. Do you write children's books? Oct. 1 is Child Health Day. 

Pitching to the media requires research, creativity and persistence, but once you're familiar with the local players, it gets easier. 

And it should get easier still after you've given their viewers, listeners or readers useful information that helps them solve their problems. Avoid being an infomercial trying to hawk a service or product, and focus on sharing your expertise in a helpful way. If you do that, who knows? Next time, the media may be calling you! 

Marsha  Friedman

P.S. If you need help getting local OR national media coverage, give us a call! We've been arranging interviews on radio and TV, and securing editorial coverage in newspapers and magazines for over 22 years. Plus, we now offer a comprehensive social media marketing program for select clients, where we do it all for you.

P.P.S. You'll be happy to know we are a pay-for-performance PR firm, so we never charge a retainer and your media is guaranteed. Call my husband and partner, Steve, at 727-443-7115, ext. 208, or just reply to this message. We'd love to hear from you!    

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