WELCOME TO THE WONDERFUL WORLD OF PRINT, RADIO AND TELEVISION!
By
Nola Joy Carello
The Mystics Publicist
Public Relations Consultant
Television/Radio Producer/Reporter – Host
Author and Motivational Speaker
CONGRATULATIONS OR CONDOLENCES!
You have just been named “Publicity Director” for your non-profit organization.
As Publicity Director you have entered a world of excitement, joys and headaches.
In your capacity you will be directly responsible for communicating
what your organization plans to do, its overall purpose and other important matters.
LURING THE MEDIA into your web will be an exhilarating experience,
a fantastic and a challenging opportunity for you to work with
television, radio, print executives and On Air Personalities.
The lifeblood of any special promotion or event which you undertake is GOOD PUBLICITY!
Without print, radio and/or television coverage, the best of your promotional efforts will fail.
Public awareness of your plans and a build-up of community interest are essential.
There are thousands of news people in America deciding
what gets reported to the remaining millions of people.
It is IMPORTANT that you learn to ADVOCATE your organization or causes to the media
in a PROFESSIONAL, CREATIVE, and POSITIVE manner.
If your organization is nonprofit and tax-exempt, your group qualifies for
PUBLIC SERVICE TIME on radio and television.
LURING THE MEDIA takes time and hard work.
With hundreds of public service requests and requests for television crews to cover events,
it is CRUCIAL that news releases and public service announcements
be PROFESSIONAL, EYE-CATCHING, COLORFUL and CREATIVE!
News Releases MUST be typed DOUBLE-SPACED!
Once you think you have an appealing story angle, try putting yourself in a reporter’s shoes…….
Ask yourself……..
Does my news item affect a large number of people? (The bigger the splash, the larger the crowd)
Is my news item timely? Has my news item involved a prominent figure?
Whenever possible, present unusual story angles on your unique promotion, interesting facts
and creative ideas to the your media contacts for potential feature material.
Always give DIFFERENT ANGLES to competitive media!
DO NOT SEND OUT mass mailings to the media – This is A NO NO!
Send out E-Mails individually to each media contact!
DOUBLE CHECK that the spelling of the media contacts names are spelled correctly.
In LURING THE MEDIA it is important to include as many pertinent facts as possible,
but keep the writing INTERESTING, FACTUAL and BRIEF.
Use ACTION WORDS!
Avoid padding the copy with superlatives, (“The Best”, “The Biggest”, or “Once In A-Lifetime, etc.)
DO NOT become upset if your story is drastically rewritten.
On the other hand, be honestly GRATEFUL when it is used.
With so many organizations and businesses competing for coverage,
you and your nonprofit organization
need to develop a CONCEPT, a GIMMICK, a PROMOTIONAL TOOL,
TO CAPTURE the interest of bleary eyed reporters, news directors and feature editors
who are constantly beseiged each day with hundreds and hundreds of requests
for interviews, special feature coverage and/or public service announcements.
Your organization and you MUST STAND OUT!
Using white paper with white envelopes DOES NOT GRAB the attention of the media.
The use of black ink or colored ink on soft pastel quality paper
with matching colored envelopes will impress the media!
COLOR ME BLUE, PINK, LILAC, YELLOW….
Your media contacts can spot color coded envelopes quickly
amidst the hundreds of scattered boring envelopes on their desks.
START TO THINK color, think COLOR-CODED press kits,
think COLOR-CODED press buttons,
and think COLOR and CREATIVE invitations, letterheads, envelopes,
news releases and websites!
Critique The Mystics official professional and color coded 2021 Press Kit!
Think about COLOR when you dress to meet, work with the media
and when you create your news releases.
Ask yourself – How will my news releases and press kits STACK UP
against several hundreds of others vying for coverage?
In LURING THE MEDIA always include the
WHO/WHAT/WHEN/WHERE/WHY and HOW
in all news releases, public service announcements
and during all print, radio, and television interviews.
REMEMBER, any important piece of information left out of your news releases,
public service announcements, print, radio and/or television interviews will not make it into the NEWS!
RATINGS and $$$$$$$ are NUMBER ONE with newspaper, television and radio stations!
News Directors are more concerned with HARD NEWS which generally deals
with incidents or major events that just happened.
For example, HOSTAGES TAKEN or TEENAGE VIOLENCE RAGES!
SOFT NEWS or FLUFF NEWS DOES NOT RATE top priority media coverage
since this type of news is not so dependent upon timeliness for its news value.
To establish RAPPORT with the media you should personally deliver news releases
whenever and wherever possible.
This HELPS you to guarantee that the right person receives your news releases.
You can also do a better job in person to IMPRESS the news directors,
reporters and/or feature editors that your organization
will make a definite impact on their viewers, their listeners and/or their readers.
If you MAIL news releases it is permissible to give friendly phone calls
to news directors to verify receipt of your colored coded news releases.
Contact news directors, reporters and feature editors in your areas to determine the best times to call.
News Directors appreciate courtesy phone calls! DO NOT BECOME A PEST!
Keep your phone calls BRIEF, FACTUAL and FRIENDLY!
In LURING THE MEDIA you MUST REMEMBER that nonprofit organizations COMPETE
with superstars, national news, politics, local murders and fires, for LIMITED SPACE
in newspapers and for even less space on radio and/or television.
It is important TO GET TO KNOW your news directors, assignment editors, sports directors,
reporters, producers, public affairs directors, talk show hosts, columnists, city and feature editors.
KNOW their DEADLINES and FIND OUT what they LIKE or DO NOT LIKE
about the method of receiving your information.
An excellent way to communicate with your media contacts is to comment on their tweets.
If you produce public affairs programs for television, keep the programs
LIVELY, ENTERTAINING and INFORMATIVE!
LIGHTS, CAMERA, ACTION!
Have you ever asked yourself what you might have in common with people like
HARRIS FAULKNER, JANICE DEAN, SEAN HANNITY or BRIT HUME?
It is not your bank account, right?
Actually what you have in common is that you are an authority or expert in your particular field of work,
but it is imperative that you learn how to package and promote yourself and your organization.
Italian Singer Franco Corso – The Voice of Romance – Knows How To Captivate The Media!
TO LURE THE MEDIA it takes work, careful planning, patience and time to develop
a successful and memorable strategy!
A Mini Promo To Catch The Media’s Attention!
You may want to enlist the talents of a qualified and reputable Public Relations Consultant
and/or Publicist to HELP you on your exciting journey.
SMILE YOU’RE ON TELEVISION….During television interviews it is important to..
Smile, Look Alive, Be Enthusiastic, Be Honest, Be Confident,
Be Considerate, Be Friendly and Cooperative,
Lean To Listen, Be Informative,
Avoid wearing colors
of black, brown, white, red, plaids and patterns.
Avoid the use of jargon and DO NOT ASK for editing rights.
Above all be willing to talk.
Nothing frustrates interviewers, reporters and talk show hosts
more than to have to pull answers from their guests!
A CRUCIAL TIP…….You should know your subject matter forward and backwards!
To look more professional and slimmer on camera consider the line or silhouette of your clothing.
Women should not wear excessive jewelry.
Men should not wear high-gloss suits.
Both men and women should avoid the use of patterns that are too busy and too contrasting.
SNAP, CRACKLE, POP…….are sounds radio listeners can relate to.
It is crucial that radio listeners be CAPTURED by your contagious enthusiasm for your event.
STOP, LOOK, LISTEN…….If you are articulate, a reliable source of information, and if you have provided
a television, radio and/or a publication with a quality story or concept
that appeals to their viewers, their listeners and/or their readers
the media will be more apt to
LISTEN TO WHAT YOU HAVE TO SAY IN THE FUTURE!
Your success in promoting yourself and your organization depends upon your ability
to build and maintain CREDIBILITY with those you are attempting to impress!
DO NOT be afraid to demonstrate your knowledge or expertise!
Learn to be sensitive to the competitiveness of the hectic world,
understand the urgency to meet deadline pressures,
and show respect to the highly-skilled and talented people with whom you are working with.
Learn to accept constructive advice from the media.
By incorporating creativity and imagination your special events
can easily transcend traditional boredom and become exciting!
Consider using unusual props, colorful dancers, dazzling skaters, entertaining pets, and stars
to produce “ACTION SHOTS” of interest to the news directors, reporters, producers and feature editors!
Eye-Catching Publicity Photos!
It is very important that as Publicity Director for your nonprofit organization
that you are the only designated individual working with the media.
The media WILL NOT appreciate or tolerate other officials
from your organization contacting them about potential media coverage and/or potential interviews.
For greater results it is a good idea to remain in your position
as Publicity Director for your organization for at least 3 to 5 years.
IT’S HOT IN HERE!
Have you ever imagined smiling at HODA KOTB, MARIA BARTIROMO, or LESTER HOLT?
Now, imagine those smiles turning into frowns!
This can easily happen if you do not coordinate a successful PRESS CONFERENCE!
THE SECRET TO SUCCESS…..To be successful during a press conference,
REMEMBER To keep your answers factual and short.
Short answers also increase the likelihood of their play on the air and in print.
Short answers are also less subject to misquote and misinterpretation.
Remember short answers are not the best answers during television, radio and/or print interviews.
It is very important to answer every question, no matter how dumb or provoking it seems.
NEVER LOOSE YOUR COOL!! or show your AGITATION!!
It is the job of the reporters to ask pointed questions and it is your job to help maintain TRANQUILITY
if your voice does not quiver or become loud!
It is also a good idea not to insult reporters!
If this happens reporters will be on your heels or at your SKATING BLADES for the next several months.
In LURING THE MEDIA it is important to remember to avoid excessive commercialism in your promotion!
Whatever the program, it should primarily offer benefits to the public
or to the participants, not solely to the sponsoring organization.
Learn to become PERSISTENT and PERSONABLE when dealing with the media.
DO NOT become intimated by news directors, reporters and/or talk show hosts brash behavior!
It is always a good idea to keep copies of all your news releases just in case
there are major errors printed in newspapers and publications or grave
errors made by television and/or radio reporters.
THE SECRET TO GOOD PUBLICITITY is do your homework, work hard,
follow through, and be willing to work even harder.
Do not expect the media to come to you for a story or you may wait forever!
Remember, A BOUQUET OF SINCERE THANKS to the media
for a job well done goes a long way in being remembered!
THE WONDERFUL WORLD OF PRINT, RADIO AND TELEVISION is more than television cameras,
exotic locations, and glamorous cocktail parties!
It is a FANTASTIC opportunity to COMMUNICATE your message effectively to the media!
A successful promotion takes SKILL, HARD WORK, CREATIVITY and EXPERTISE!
Today you MUST insert LINKS into your E-Mails to the media
for your press release(s) and/or for your press kits.
Reason, unless the media knows you personally they WILL NOT OPEN your E-Mails with attachments!
Your Subject Headlines in your E-Mails MUST CATCH their attention!
The television produces, journalists, news directors,
reporters and/or feature editors can receive over 100 or more E-Mails each hour
and your subject headings MUST BE compelling to get read!
COMPELLING E-MAIL SUBJECT HEADLINES:
Unravel The Mystics Spitfire Strategy To Elude The Mob!
What Lurks Behind Your Mask?
What Is Ol Boy’s Dying Wish As He Howls Out In Pain?
A Whisper Of Hope!
Strikes For Show! Spares For Dough!
To insure your success in working with the media it is a MUST you implement the following proven tips
TO LURE THE MEDIA INTO YOUR WEB!
ESTABLISH…….
your credibility
A rapport with the media in advance of when you need them
BE…….
Organized,
Enthusiastic,
Dependable,
Punctual,
Articulate,
Meticulous,
Patient,
Creative/Imaginative,
Honest,
Tactful,
Courteous,
Grateful,
Persistent/Not Rude And Considerate Of Others
DEVELOP.…..
A Good Sense of Humor
KNOW…….
Your Media,
Your Facts,
Your Community,
How To Ask For Help,
How To Present Your Facts,
How To Keep Your Cool,
When And Where To Present Your Facts,
How To Spell,
How To Use A Dictionary,
How To Type Accurately,
And How To Dress Like A Professional
LEARN…….
How To Proof Read News Releases,
How To Take Constructive Advice,
How To Work Under Pressure,
How To Meet Demanding Deadlines,
Learn The Correct Spelling Of The Names Of All Your Media Contacts
How To Work With The Media Not Against Them
REMEMBER…….
To Keep Your Word,
To Impress The Media Within Ten Seconds
To Follow Up,
To Acknowledge Persons In The Media For Good Publicity,
To Personally Deliver News Releases Whenever Possible,
To Give Friendly Phone Calls To The Media,
To Verify Receipt Of Your News Releases,
Keep Good Documentation Of Everything You Do
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