Generating Media Visibility

 One of the fastest and most cost effective ways to let others know about you, your services, and your products is to generate media visibility. 

Print, radio, TV, and the Internet can deliver, even broadcast, your message to countless people in your local community and beyond.

How do you get media visibility?  Because media visibility involves news coverage, you need to determine, develop, and deliver news angles that are of community interest.

Here are some ideas for you to consider when approaching the media for news coverage. These suggestions are designed to keep you on track with what the media wants. They will help you steer clear of the “look-at-me” trap that many fall into when they begin the process of securing possible news coverage. The “look-at-me” message is better suited for advertising than news. Remember that TV news editors and anchors, radio news directors and talk show hosts, and print reporters are looking for community news — what’s happening that is of interest to the communities they serve.

The news angle you present to the media should reflect what is authentic about your place in the larger community. For example, how does your service or product improve the lives of others? How do you give back to your community? How have you helped others improve their lives or reach their dreams?

Five ideas to get the media wheels moving in your direction:

1. Pitch feature stories to selected media about actions you are taking to raise funds for public or other community-related programs that show how you fit into the community where you do business. Is there a cause or organization that you care about? Is there a link between them and the work you do?

2. Pitch profiles/news stories about local (or national) celebrities/personalities (even interesting board members/volunteers, etc.) related to community-related projects you are working on or have worked on.

3. Pitch success stories that are uplifting and/or relevant to current news topics. In this way, the story “talks” for you. For example, one woman donated several water filtration systems to a senior center so they’d have drinkable water in case of an emergency. Promoted properly this good news could have generated free publicity for her and her business!

4. Sponsor a local radio or TV program. Underwriting a particular show or program will have the added advantage of linking you up in the listener or viewer’s mind with the show host or program theme. This could also include having your employees and friends volunteer to staff the phones at your local Public Broadcasting Service radio or TV station during a pledge drive.

5. Establish a community award in recognition of someone else who contributes to the community. Generate nominees, reward the selected winner with product and/or services, and then notify the press when the award is given. Possible award topics: Inspiration Award, Humanitarian Award — you get the idea.

You can and probably already do make a difference in the lives of others. So go ahead and let the media know. As author and radio journalist Wes Nisker of “Crazy Wisdom” fame says, “If you don’t like the news, go out and make your own.”

Get visible!