Choose Wisely
Persuading the media to cover your client shouldn’t be like throwing darts and hoping one sticks. Decide what type of coverage you want.
Do you want a general assignment (GA) reporter? Your exposure may be brief, but it will air that very day. That’s good news for a time sensitive event. And with GA stories, you increase your chances of more than one media outlet showing up.
How about an investigative or special projects reporter? Maybe you want in-depth coverage in which a journalist can spend more time on the story. The report will air some time in the weeks ahead and you’ll get more airtime. Promotions departments may even air “teases” throughout the day to get viewers to tune in at just the right time. And local media sometimes share special reports with partners in other markets and before you know it, your client is being seen across the country. But when it comes to special reports, media want to feel special. Pick one outlet and work with it. Don’t sell your idea to everyone. If the media find out they invested time on a story readers and viewers can also get elsewhere, you’ll burn a bridge.
Does your client belong on a morning show? The morning news often welcomes lighter topics, from cooking in studio to a weatherman preparing ice cream in a shop while delivering the daily temps. Morning shows include a lot of long live segments. Is your client ready for that? TV stations keep starting their morning news earlier and earlier. And although they might not admit it, those morning producers have a lot of time to fill. Otherwise, they simply repeat the same stories every half hour. More time to fill might mean more opportunities for you.
So think carefully before tossing that first dart. Picking the right reporter or news show will help you get a bullseye.