Ten Steps For Getting On Television


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The Ten Steps for getting television coverage for your business.

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Ten Steps For Getting On Television

  1. 1. The 10 Steps For Getting On Radio & TV Shows Dr. Jim Humphries The Veterinary News Network
  2. 2. <ul><li>Because media is a powerful way to reach your audience </li></ul><ul><li>The average reach of one segment in the morning or noon news in the top 100 markets is 125,000 households! </li></ul><ul><li>Think of the advertising dollars you would have to spend to make 125,000 impressions. </li></ul><ul><li>PR is Powerful, Effective and FREE! </li></ul>Why?
  3. 3. <ul><li>It develops celebrity / credibility </li></ul><ul><li>The credibility that comes with appearing in the media helps assure potential clients and drives a trial of your practice </li></ul><ul><li>Celebrity brings you more media opportunities and furthers your PR reach within your community </li></ul><ul><li>PR is cheaper than advertising! </li></ul>Why?
  4. 4. Local News! “ Local television news and daily newspapers remain Americans’ favorite news sources” The Pew Council on Civic Journalism <ul><li>Why is this true? </li></ul><ul><li>There is a distance and a distrust with national news. And because busy Americans can get news, sports, weather and local events in 30 minutes on their local news. </li></ul><ul><li>What is the biggest money generating show on any local station? </li></ul><ul><li>The news! </li></ul><ul><li>Because it has the highest ratings. </li></ul>“ Local television continues to be far and away American’s primary and most credible source for news and information.” Roper Organization
  5. 5. Good News About Television <ul><li>If you come in with a story ready, you relieve the staffing burdens of the News Director </li></ul><ul><li>If you can contribute regularly you relieve the loss of specialty reporters </li></ul><ul><li>Animal stories can fall into many high scoring TV News categories </li></ul><ul><li>Animals are VERY visual and BOTH newsworthy and entertaining. </li></ul>
  6. 6. Good News About Radio <ul><li>Reaches 75.2% of 12+ audience each day. It also reaches 95.4% of 12+ audience each week </li></ul><ul><li>The average person spends 21 hours, 30 minutes listening to radio each week. 81.2% of all Adults listen to radio in the car each week </li></ul><ul><li>Talk Radio has LOTS of time to fill!! </li></ul><ul><li>Easy to do! </li></ul>
  7. 7. Good News About Print Media <ul><li>Much electronic media comes from print </li></ul><ul><li>Over half of Americans read print news daily </li></ul><ul><li>Easy to achieve </li></ul><ul><li>Offers instant credibility/celebrity </li></ul><ul><li>You don’t have to have a “personality” to do print </li></ul><ul><li>LOTS of resources </li></ul><ul><li>Staff can get involved </li></ul><ul><li>Can do in “spare” time </li></ul><ul><li>Can be re-purposed for your clients/web site/ newsletter/fact sheets/how to articles etc. </li></ul>
  8. 8. <ul><li>Do some local public speaking </li></ul><ul><li>Author a few articles for newspapers or magazines </li></ul><ul><li>Experience in any other type of media exposure </li></ul><ul><li>Industry or professional awards </li></ul><ul><li>Always keep copies of your published work </li></ul><ul><li>Try to get tapes of radio and TV appearances </li></ul><ul><li>Include in your press kits </li></ul><ul><li>Helps producers make a “safe” decision </li></ul>Before you try
  9. 9. <ul><li>By being an avid TV and radio consumer, you will know what makes good stories – AND what is in the news about your profession. </li></ul><ul><li>Make your story Visual, Local, and NOW. </li></ul><ul><li>It can be an unusual case, a seasonal issue, results of a new survey, your take on national news, a new product just released, local happenings, a good cause, or a local controversy. That’s What Makes Good News! R- IDNKT! </li></ul>Step ONE: Craft A Good Story
  10. 10. <ul><li>Study the very shows on which you want to appear and make sure you understand the type of show you are pitching. </li></ul><ul><li>Eg; Morning Drive Radio vs. Noon News </li></ul><ul><li>They are very different and therefore you pitch them differently. Tailor your story pitch to fit either type of broadcast </li></ul><ul><li>Know in advance everything you can about the show, This allows you to connect with that producer and fit your story to their format. </li></ul><ul><li>Be sure to notice the types of guests they typically have, the use of visuals, the energy level, other details. </li></ul>Step TWO: Become an Aficionado
  11. 11. Step THREE: Develop a relationship with reporters and producers <ul><li>From the first time you call or email a reporter or show producer, you begin to develop a relationship with that person. </li></ul><ul><li>This relationship will not be a close one, but one of mutual respect and understanding. </li></ul><ul><li>If you do a good job of being a guest, that producer now sees you as a “source” of good information and wants to hear from you again. </li></ul><ul><li>It simply makes their job easier when they have a Rolodex full of good sources and good guests. </li></ul>
  12. 12. <ul><li>Most of what you see in the media is not terribly unique. </li></ul><ul><li>Seasonality, repetitive problems, old spin on old stories. </li></ul><ul><li>However, those who are most successful getting their stories on the air are very good about creating a unique angle on their story. </li></ul><ul><li>This is the “hook” and it is crucial to the success of your story. </li></ul><ul><li>The hook can be purely newsworthy, funny, entertaining, seasonal, how-to, or even uniquely curious. </li></ul><ul><li>Think of what makes you stay tuned through a commercial break. That’s how you have to craft and create your information to get past the producer’s filter. </li></ul>Step FOUR: Create A Unique Angle
  13. 13. CRAFT your story for media interest! Think NEWS, Think Headlines, What will keep people tuned in? Health Insurance Nightmares and The Ways To Avoid Them Health Insurance The Top Ten Strangest X-rays New X-ray Machine Refinancing is NOT for everyone – Learn The Inside Facts Home Mortgage Refinancing The Best Way To Avoid Costly Auto Repairs Regular Auto Maintenance The 6 Point Couch Potato Check Up High Blood Pressure Ways To Stay Out Of The Dental Chair Proper Flossing The 5 Best Ways To Save Money On Your Vet Bills Good Pet Care Crafted for Media Story idea
  14. 14. Step FIVE: Make It Visual <ul><li>Television without a visual is just radio </li></ul><ul><li>You must have a visual aspect to ANY TV segment – NO Exceptions. </li></ul><ul><li>Good examples are: </li></ul><ul><ul><li>Props </li></ul></ul><ul><ul><li>Exemplary cases </li></ul></ul><ul><ul><li>Radiographs </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Models </li></ul></ul><ul><ul><li>Dramatic home video </li></ul></ul><ul><ul><li>Anything to make it a “show & tell” </li></ul></ul><ul><li>This is so important that producer will ask you in your initial phone call or pitch what makes the story visual. Be ready with the answer. </li></ul>
  15. 15. Step SIX: Overcome the fear of calling the media gatekeepers <ul><li>It is natural to fear potential rejection </li></ul><ul><li>Most of the time you will get a receptive person that wants to hear about your story </li></ul><ul><li>The real trick is to properly prepare and practice </li></ul><ul><li>Have your story pitching points in front of you </li></ul><ul><li>Have it down to 15 to 20 seconds </li></ul><ul><li>Know your unique angle and your visuals </li></ul><ul><li>Tell them who you are and get to the pitch quickly </li></ul><ul><li>Don’t worry about not getting in all the details, if they like your idea, they will give you more time </li></ul>
  16. 16. Step SEVEN: Be Creative, Clever, Crafty and Cute Teach show host ballet moves on the air. Dance school publicity Have some local comics come in to the set and co-host the show making jokes from local events and news. Comedy club promoting special event Do live remote broadcast where hosts get to don chef hats and make and taste fudge during one hour of the broadcast. Candy store New program where local pilots give free demo rides. Take host up for a live on-air flight. Local flying club publicity Demonstrate the latest high tech exercise equipment and use show host as “guinea pig” Sports medicine clinic publicity Have anchor help perform a physical exam on a giant breed of dog Veterinary clinic publicity Let the anchor use a hammer and damage a car live on the air and to 2-3 types of fixes. Auto body shop publicity Remote morning news segment with a cooking demonstration and news anchors as judges Restaurant’s 1 year anniversary Fashion show with kids at a school park with pets! Back to school fashions CREATIVE Story Idea Story Idea (publicity idea)
  17. 17. Step EIGHT: Be Professional <ul><li>Capture the attention of the producers, directors and the audience by being a top notch professional </li></ul><ul><li>You should always have your visuals ready to go </li></ul><ul><li>Dress very professionally and choose the right colors that work on television. Use make up if necessary </li></ul><ul><li>Rehearse your segment with a friend in advance </li></ul><ul><li>Stay in your time length </li></ul><ul><li>Let the anchor be a part of the segment </li></ul>
  18. 18. Step NINE: Make a plan, the plan on changing <ul><li>This is your media strategy. You have one main goal in mind; publicity for your practice. Think about your clients and which media best reaches that group. </li></ul><ul><li>You may pitch different media with different stories. News and news tie-ins will work for just about any type of show, but softer more “how-to” angles typically only work well on mid-day variety shows. </li></ul><ul><li>You might approach a talk radio program first and do an hour of call-in to “test the water” with your story idea. This then adds credibility and experience in your approach to television stations. </li></ul><ul><li>Then plan to adjust the plan – for almost anything. Your plan should also include other media types to contact as well as thinking a step larger to include regional television, cable networks and even the national morning shows. </li></ul>
  19. 19. Step TEN: Be Producer For A Day <ul><li>This means – be easy to produce! </li></ul><ul><li>Television producers are very, very busy people. With each segment or story they manage, they have many details that need their attention. </li></ul><ul><li>If you land a story, then become “high maintenance” you do not make their day. </li></ul><ul><li>However, if you are “easy to produce” you are a delight and actually reduce their stress and it is likely you will be asked back. </li></ul><ul><li>Scoring a segment on your local television shows is not hard. But turning it into a regular or repeat segment will be invaluable for you and your practice. </li></ul>
  20. 20. Contact Information: Dr. Jim Humphries [email_address] 719-495-2100