 Jim Humphries, DVM, CVJ Veterinary News Network
American Society of Veterinary Journalists
Adjunct Professor, Texas A&M University, College of Veterinary Medicine and Biomedical Sciences.
(NOTE: This is a shortened version of one of Dr. Jim's Media Training articles available at MyVNN.com. You can find the complete article under the Media Training tab at the site)
Sure you'd like some media coverage, but you feel your
business or subject is just too dull. You just can't think of
anything you can do that would be media-worthy.
Perhaps you've tried a press release or two, maybe even
called a reporter with an idea, but all to no avail. You may
even be frustrated that a competing company has been
on the local news with several stories or opinions, yet
your business is bigger and more experienced. So why
isn't the media calling you?
You have to be creative and persistent! In every
business, in every pursuit, there are ways to take your
everyday work and make it interesting to a news or talk
show audience.
This report will help you search inside your business or
practice for newsworthy ideas and creative techniques for
generating interesting events that can easily become a
good story.
First of all, realize that the media has lots of airtime and paper to fill everyday. With corporate conglomerates chewing up radio and television stations, there are fewer
reporters and producers to do the same amount of work. This spells opportunity for you.
The media needs your input. They WANT to know about
your expertise, unique product or service, and your
contribution to the community. In fact, because you are a
local business, you have fulfilled the first and most
important criteria for local news - IT MUST BE LOCAL.
All you have to do is find the story you're sitting on and
package it in such a way that the media has to say yes.
Here's how you do that:
1. Localize a national or regional news story
The best way to get a reporter's attention is to show them
how you and your business are involved in a national
story or trend.
Case Example: Millions of people saw and heard of the KUSA morning anchor being bitten by a dog live on-air. There was
much misinformation and a lot of speculation as to the reasoning. Some even were ridiculing the anchor. A local Certified Applied Animal Behaviorist, Dr. Suzanne Hetts, took the opportunity to reach out and connect with her contacts at the station.
The email to the reporter was simple information about the mistakes made, signs overlooked and how the situation could have been avoided. The call email into a week long feature report and Dr. Hetts received valuable publicity for her business as well as providing a needed service to the community. By simply being up-to-date with national news, localizing it, and using helpful information to her benefit, Dr. Hetts received tremendous visibility.
2. Be Ready For Breaking News
When news breaks, reporters and producers don't have
the time to search for a local expert. However, they still
want the local angle and local expert opinions on events.
So, reporters keep a source list of experts in their area
that they know they can call on. You should be on that
list! Send a one-sheet resume and cover letter to the
local reporters and producers letting them know your area
of expertise and that you would be happy to be available
during a breaking news event for expert commentary.
Offer them all your contact information, including your
home phone number.
This meets the reporter's needs and helps you become a
real asset and source to them. In doing so, you do not
appear commercial or self-serving at all, and after you
have proven yourself to be a good expert source, the
media is more likely to allow you to do more promotional
stories.
3. Identify a Trend and Localize It
You know better than anyone what the national trends are in our profession. Either that trend alone or its
local implications will make a good story. If you haven't already, this would be an excellent time for you to introduce yourself and your business or expertise to the local
reporters. Be sure to offer yourself as an expert for
urgent or breaking news.
Because you have access to your insider industry
publications, you know trends before the press does in
many cases. This gives you time to localize the trend and
notify the press. Reaching a reporter and communicating
the local and topical nature of your message may even
help you counteract adverse trends.
A great way to localize a national trend is to identify the
trend and then poll your clients or customers. Find out
what your group says about the national trend.
Case Example:
The continuing story about chicken jerky treats from China causing illness in dogs has piqued the interest of many local reporters. Dr. Dan Rodgers, a VNN member if Fort Wayne, IN used this to his advantage on his local TV segment. By having messaging ready (available at MyVNN.com) and reaching out to his contacts, Dr. Rodgers was able to appear on air and professionally discuss the latest news in this continuing issue.
If a reporter does a story on a national trend without the
local expert angle, it may be bland. With your input, the
story can be more interesting to the local community and
you can receive valuable public relations benefit. So don't
be shy about approaching media using this idea - it's a
winner!
In this same area, you can successfully use national
corporate promotions to punch up your story.
Corporations which sell products and services to your
industry or profession put a great deal of time, PR talent,
and creative work into national promotions. These
promotions usually follow an industry trend or a seasonal
flow. These companies are usually happy to provide
graphics, props, samples, video news releases, and
information for use in news stories. You can take a
corporate promotional story and turn it into a story about
you and your business with professional materials at
almost no cost to you. The recent Pet Dental Health Month is a great example of how you can use corporate resources to help you reach out in the media.
'Til next time...
Dr. Jim
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