That Trampy Chef
Get Noticed by the News in 2013
We had a client who once referred to a chef featured on a series of cooking segments in a morning TV program as an “attention whore.” That chef wasn’t trampy; that chef was smart! Being featured in the news is a great low-cost, high-impact way to spread the word about your business. Here are some tips to increase your chances of getting a little print or broadcast fame. If you have questions, feel free to contact us anytime!
- Understand newsworthiness. MOST businesses struggle with this. Don’t insult a reporter or editor’s intelligence by trying to disguise an ad for your business as a press release – it won’t work, and you have likely ruined any future chance at a story. Watch, read or listen to your local news and really THINK about what you’re seeing or hearing. Most businesses are featured when their expertise relates to some major event, or they are doing something fabulously unique that would be of interest to everyone, not just potential customers.
- Create a contact list for reporters and editors. If you have done number 1 on this list, this will be much easier. Get a feel for the types of stories reporters do so you know whom to contact. Understand who the business reporter is, who does man-on-the-street interviews, etc. Some news websites have a contact list for editors and news directors. That way if you need to offer your expertise in a particular area (see number 4), you can act quickly and effectively.
- Create a compelling press release. A tightly focused, one page MAXIMUM press release is a powerful tool. There are many online resources you can use to learn how to do this or you could always hire a pro like me (hint, hint). Send the press release, and if you don’t hear back within a couple of days, resend it with a note letting the reporter know you’re following up and to contact you if they are interested. THEN LEAVE THEM ALONE! Remember, a press release is a pitch, not a demand. The only way you guarantee placement in media is if you buy an ad – it’s that simple.
- Offer your expertise on a breaking story. If there is a major event that is sure to be featured in your local news, a quick email or call to an editor or news director offering a quote, why you would tie into that story … and listing your credentials is a good idea.
- Create a simple press kit. There is nothing wrong with simply sending your information to local reporters and letting them know you’d be willing to comment on local news of interest whenever they need a quote. Don’t bore them to death: just a BRIEF paragraph about your business, then some bullet points listing your credentials will do. Don’t forget to include your contact information! Keep in mind that you might be asked to comment on controversial topics…
- Do something newsworthy. If you can’t imagine a scenario where your expertise might be needed or can’t wait, create your own news and send a press release! Be warned: this is often trickier than you might think. Many businesses try to gain publicity by doing a good deed for a local charity or something similar, but reporters are pretty jaded, so you better think BIG. As a rule, the bigger the news outlet, the bigger your good deed should be.
- Be polite and friendly. This shouldn’t have to be on any list, but when people get desperate for attention, they often forget that reporters are people with feelings.
Have you ever been featured in the media? Let us know how it went and how you pulled it off!