An Easier Way to Get a News Story

Reaching the Right Person

            Recently I've put forth some new challenges and discussed promoting yourself through the media.  If you haven't read these two posts yet, you might want to go back to look at these if you are interested in promoting yourself and your products.

             I realize that the concept of writing a press release and getting to a media contact may sound intimidating to some.   In my next post I will return to the topic of the press release, however today I'd like to look at a method that is in reality easier once you've made the right media contact.

             Take a look at the opening lines of a story by noted sports news writer Ted Riggs that appeared in the Sunday February 5, 1967 edition of The Knoxville News-Sentinel:
           

LEE JACKSON, 16, finds football about as exciting as a game of Chinese Checkers.

             He is just mildly interested in baseball and has a take-it-or-leave-it attitude toward basketball.

              Lee, an Everett High sophomore, delights in watching television but is nothing more than a casual viewer of sports events.  He prefers comedy and mystery programs.

              Would you believe, then, that Lee Jackson has quicker hands, sharper reflexes and better balance than most first-rate high school athletes?

          You can read the rest of the story in the clipping below.   The person of whom the writer is speaking is yours truly (yes, Arlee Bird is a pseudonym and one day I'll tell that story).  Why did this reporter interview me and my family?   It's because my father talked to someone at the newspaper about us and suggested that they might want to do a story.  My dad was always trying to get our name in the paper because he wanted to promote our juggling act.  He wasn't at all shy about self-promoting to newspapers, television, or wherever he might get our name mentioned.   It's part of the business of entertainment.

click image to enlarge

              My dad just called the Knoxville paper and told them he had a story for them.  After they heard his pitch they apparently decided this would be a good story for the sports pages since the local sports scene was slower in February and they were always looking for something to fill the pages during the lull in the season.  They gave the story to award winning sports reporter Ted Riggs, who was known for his ability to be able to put a unique spin on any story.   And that he did.  That story gained me a bit of a reputation at school and got our family name out in the local scene, where we had recently relocated to six months earlier.

           Shortly after my father made his pitch, Mr. Riggs drove the twenty miles to our house and brought along with him the noted photographer Bill Dye.  Not only had we scored the coup of a story in the newspaper, we were going to get the added bonus of an accompanying photo (as seen below).   A photo almost always guarantees that readers will be more drawn to a story.




The extra added bonus of a photo
Click on image to enlarge

            My father did this often.  He would walk into a newspaper office, call them, or snag a press person he met at an event and tell them about the great news story that he had for them and more often than not he'd get a story in the paper.  He didn't have to write a word.  He would just make the story known and then talk to the reporter who would write the story for him

I'm Not Like That!  I Don't Have the Nerve!

           I realize not everyone has the chutzpa to just walk up to somebody and start promoting themself.  You may feel a little shy or embarrassed about doing this.  So why not get somebody to do it for you?  I'll bet your mother, spouse, kids, or some other friend or relative would be willing to do it.  Let someone who's gutsy who cares about helping you know what you'd like to do and I'm sure you can find somebody to help.

         You can also ask someone who has experience submitting press information.   Think of someone at your church, in the local PTA, in an organization you are part of, on your kid's sports team, or what have you.  Most organizations put someone in charge of submitting announcements or other news.  Ask that person how they go about it and who they contact.  They might even be willing to go with you and introduce you to their contact.  

          Some of you may even know someone who works for a newspaper or radio or television station.  Or maybe you know someone who knows one of these people.  You can start anywhere--even the person who delivers your paper. 

            Back when I was managing a touring stage show I was looking for an actress to play the lead in a production of Snow White.   The female lead that I had hired dropped out at the last minute and rehearsals were due to start in a couple of weeks.   I was at home in Tennessee on a break before we were to start.
In desperation I put an ad in the local newspaper for a week advertising the job opening.  When the ad appeared a light bulb came on in my head about a story for the paper and my search for "Snow White".

           I went back to the newspaper office and asked the lady who had sold me the ad space if she could help me get a story in the paper.  She was agreeable, but asked if I could write one.  Having thought ahead of time, I handed the story over to her.   The next day the following story appeared in the paper just as I had written it:  A few days later I had my ideal Snow White, who incidentally is now a writer.

Spinning my advertising
click on image to enlarge

A Final Word of Encouragement

            Come up with your story and put a spin on your story.  Think of why the story is interesting.  Make a list of the relevant information that you want to deliver to the public and the story that goes with it.  Then get that story into the hands of the person who will see that it is delivered to the public you want to reach.

           Just remember that the people who work in the media are just people and it's highly unlikely they are going to laugh at you or slam a door in your face.  They are probably more than willing to help you  and you should approach them with the attitude that you are helping them find a good story--which you are!    Be ready to answer their questions.  And definitely be as positive and confident as you can be.

           It's similar to trying to pitch your book or a product you're trying to sell, except it's a lot easier and has a much higher rate of acceptance.  Once you start doing it, trying to get press coverage gets easier and you learn what works and what doesn't.   Don't forget to keep track of the names of the contacts you make--you made need them later.

          Have you ever submitted a story idea or piece of news to a newspaper or other news venue?  What was your experience?   Do you belong to an organization or work for a company that has a press person or department?   What do you think is the best medium to use for getting free publicity?


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Making the News: Why You Should Be Promoting Yourself

Warning! -- this is a somewhat long post with some very useful information

            On yesterday's post I extended a challenge to each of you to do something that will not only help the Blogging from A to Z April Challenge become something bigger and better, but also help you in whatever it is that you do in your own life.   If you have not read my previous post I hope you will go back to see what I have to say.

             Some may have run away from my Saturday post with an "I'm scared" or an "I can't do that" attitude.   Others may be pooh-poohing the idea as something that won't work or is nonviable.  The ones I'll be addressing in this post are those who believe in themselves and what they can do.   I'm talking to those of you who seek success and want the best for themselves.

              There are essentially three kinds of people in life.  There are those who watch other people achieve their dreams and marvel at their successes or deride those accomplishments.   Then there are those who dream dreams and wonder, "This is a great idea--somebody should do this."   And finally, there are those who latch on to an idea and run with it, despite any discouragement directed toward their efforts, and they either succeed or they try again until they do.  My new challenge to you is directed to those who are part of this last group.

              There are many ways to promote something.  Those of you who are Tweeting about the Challenge or posting on FaceBook or spreading the word via your blog or some other social media venue are doing a great job and I encourage you to keep this up.  However, today I want to address using news media to get the message to the public and what some of the repercussions are in doing this.  

Is the Blogging from A to Z Challenge news?  

Consider the following:

J.M. who has been confined to a wheelchair since childhood has made friends throughout the world via his ham radio hobby.

Mr. and Mrs. E.J.  have cared for eleven different foster children over the past twenty years.

Mr. and Mrs. H.C. celebrated their 50th wedding anniversary with a trip to Myrtle Beach, NC.

The S. family recently returned from a two week vacation to New York City where they visited many famous attractions and saw a Broadway show. 

A wallet lost by W.W. was found by his dog.

Eight students from M. High School will be participating in a Junior Achievement conference to be held in N. in February.

         What do the above have in common?  They are all actual stories I have seen in a local paper.  Were they important?  To the people involved, perhaps.  Were they interesting?  Debatable. 

Now what about these:

Local author joins worldwide blogging challenge.

Student bloggers at M. High School join challenge to Blog through the alphabet.

Popular poetess composes a poem per day during the month of April.

Long lost friends are reunited through blogging challenge.

          Would you be interested in these stories?   Do you think others might like reading about these as much as they would someone's vacation?   If the stories were well presented, they would certainly get someone's attention. 

What is news anyway?


          A newspaper delivers what is termed "hard news" and "soft news".   Hard news is the major stuff that reporters are busy digging up.  These are the events that effect us or other people in potentially big ways.  This is the news that appears on the front pages and oftentimes receives extensive coverage.

          Much of the rest of the paper uses filler material in the form of soft news.   A lot of this soft news comes from press releases that people send in to reporters or news desks.  Newspapers rely on these press releases to give added content to the newspaper.

           If accepted, the story will often go into the paper as it has been received or with minor revisions.  Occasionally, a reporter may find the story to be interesting enough to follow up and get more information.  It may be expanded into a feature which can oftentimes include photographs.  Newspapers welcome press releases.  They are part of what is news.

What do press releases cover?
      
Community news --- The things that people, businesses or organizations in the community are doing.


Upcoming events -- Things that are going to be happening that people will want to be watching for.


Human interest-- Personalized stories about individuals or groups that are inspiring or entertaining.

             Any of these could potentially relate to the Blogging from A to Z Challenge.  You can put your own personal spin on the story of the Challenge.  In the third person, tell the readers who you are and what you do.  Connect this information about you to the grander scope of this Challenge that involves participants from throughout the world.

What to include in your press release:

              Make sure you drop in a few things about what you want to make known about yourself.  If you've recently written a book or have one soon to be released, mention it.  Or if you are involved with a particular cause or charity, include something about that.  This can even be a time to discreetly give a plug to your business or a product.  Just be sure it somehow fits in with the Challenge news so that your press release doesn't sound like a blatant advertising promotion for you and your products. A newspaper would prefer that you buy advertising for that.   Include the address to your blog so readers can come to see what you've been talking about.   Feel free to leave mine as well if you want readers to be directed to the information about the challenge and the list of participants.

             Remember that when writing a press release about yourself you should make it sound like it has been written by someone other than you.  Give the vital information without going into too much detail.  Put a good spin on your own story and connect it with something larger than just you so readers can better identify and feel that they are a part of your story.

         You're a writer--make the story seem interesting and relevant.    However a press release should also be fairly short--maybe 200 to 400 words.  Leave a contact so they can reach you if they want more information.  This is how feature stories start.   A feature writer hears a story and decides if it's worth expanding upon or even adding pictures.

Why would you want to be in the news:

          As I've already said, most of you have something that you are involved with that you want people to know about.  A news story can start that ball rolling.   You will often gain added search engine presence with the story.   If you are trying to build a platform or even a resume, it doesn't hurt to have news stories about you circulating--if they're about something good of course.   And a news story looks good in a scrapbook or even framed on your wall.

        Connecting yourself to something bigger like Blogging from A to Z makes your presence a little more significant and adds interest to your story.   There is something fun and uplifting about seeing your name in print and knowing that others will be reading it.  If you are blogging, you are probably trying to have your name recognized in some way.  Being in the news is another way of being noticed.

        More awareness of the Challenge will provide incentive to do our best if we know more people may be watching us. Our writing may improve and gain more exposure.   We will expand our potential for making connections with others who don't normally see our blogs.   This will increase our networking opportunities for the future.

        In upcoming posts I will talk more about the press release and how to get it into the right hands.  You can do the research yourself as well.   Google "press releases" and you can find plenty of information on how to format and compose your release.   If you do a search of the newspaper or other media that you'd like to submit to, you can find out about what procedures they require and who to contact.  It's all out there and it doesn't take long to find the most pertinent information.

         Try it--it's a writing exercise that will help hone your skills.  And if you haven't had to send out press releases already, someday you might need to.   That is, of course, unless your press agent does that for you.
Can I see a show of hands of everyone who has a press agent?

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Addendum:  sample press release--
          This has already been a very long post, but Alex J. Cavanaugh asked me to include a sample press release which I will add here.  I may include additional samples in the future.   I am not formatting it like it should be--you can find formatting information if you look up "press release format" on Google.

              Local Author Joins Worldwide Blog Event


         Alex J. Cavanaugh, author of the novel CassaStar which is now enjoying a successful release, is going to take a break from writing his next book to participate in the Blogging from A to Z April Challenge with hundreds of other bloggers from around the world.



The local author began blogging a year ago at the advice of his publisher Dancing Lemur Press. Since starting his blog, he has accumulated a legion of fans he affectionately refers to as “Alex’s Army”.


The turning point in amassing his army of blog followers was in April of 2010 when he joined in the A to Z Blogging Challenge that was started by fellow blogger Arlee Bird from Los Angeles.


“Last April, I was a new blogger,” says Cavanaugh. “It was the best thing I could've done for my blog. I got to know so many awesome people and those of us who participated became like family. We grew and stretched together. And we had a blast in the process!”


Poetess and blogger Yvonne Lewis from England is also sold on the concept. She will be returning again this April to match last year’s feat of twenty-six poems during the month with each one themed with a letter of the alphabet.


“I am so pleased that there is to be another A to Z,” said Yvonne. “Through last years challenge I gained more fans. It was fun and it brought a lot of people together via our computers. I wouldn't have missed it for the world and I will be doing it again this year.”


Due to Alex Cavanaugh’s enthusiasm for the A to Z Challenge and his rapport with so many other bloggers, he was invited this year along with six other bloggers from throughout the United States and England to co-host the event.


“Last year the Challenge was so popular that I knew that 2011 would be more than I could handle by myself,” said Arlee Bird. “I asked some of the best bloggers I knew if they would help me out this year—the response was an enthusiastic ‘Yes!’”


Cavanaugh expects that 2012 will be even bigger, but first they’ll have to make it through this April.  All bloggers are invited to join in and anyone is welcome to read through the progress of the Challenge.  You can visit Alex J. Cavanaugh’s blog and find out more about the Blogging from A to Z April Challenge at alexjcavanaugh.blogspot.com.

         I am not a professional copywriter.  Some of you may have a better grasp of writing these things than I do.  I welcome any corrections or comments concerning the above sample.   I will say that from my experience, something like the above is usually adequate enough copy to be accepted by a newspaper.  Just make sure you include contact information in case they want to take it a step further and do a feature article.
Also it's not a bad idea to include a publicity photo of yourself (sorry Alex).  Just like it's suggested for blogs, newspapers often like to have a picture to go with the story.
 
          I sincerely hope that some of you will consider putting something together today and try to get it submitted somewhere this week.   I will be posting more on this topic in the next few days.  Good luck!
 
 
 
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