Back to the home page Articles

About Us

What We Do

Resources

<< Home <<

Looking For That Hidden Treasure? How About the News Media?

By Al Rothstein, President, Al Rothstein Media Services, Inc.
As Published in "Visions"

Hidden Treasure

The last time I went deep sea fishing, the captain stopped about ten miles offshore. We didn’t need to go any further because the fish were biting about once every ten minutes. And that’s no fish tale!

The captain’s secret is really no secret at all. He knew the spot well. Under our boat was a sunken ship where the fish hang out like computer junkies in a chatroom. We had indeed found our hidden treasure.

There are treasures all around us - opportunities that will help us accomplish our goals, without costing an arm and a leg.

Too Good To Pass Up

As a media relations consultant, I like to use the previous expedition as an analogy to using the news media. When done correctly, the media is an absolute hidden treasure. Reporters feed off of information and they bite when the information looks too good to pass up. You can reel the reporter in with a genuinely interesting and accurate story. But like the ship’s captain, you must know when and where to entice.

As a former reporter, I bit on a story when it had some of the following criteria:

  • Human interest
  • Good video opportunity
  • Affects a lot of people
  • Unusual

Of course, you must know how to speak the reporter’s language. This comes with proper training and the knowledge that showing cooperation will help, not hurt you.

Remember the Advantages!

Many executives are nervous about media coverage. All that does is stop you from gaining the public trust your organization really deserves. Remember this:

  • Media Coverage is free!
  • Media Coverage has up to four times more credibility than advertising.
  • If you establish a good relationship with the reporter, you will become an expert in the reporter’s mind, and he/she will be back.

Most people are afraid of being misquoted or misunderstood. When they understand how the media works, they see what the reporter needs, and how to take advantage of it!

There is also the often overlooked opportunity to be pro-active with the media. If you know what reporters want, why not call them first and tell them about your story. You won’t get covered every time, but they will know you’re out there. Two good ideas:

  1. Develop a credible press kit.
  2. Conduct a media tour.

Before that’s done, however, it’s vital to hone your message and know what reporters don’t want as well as what they do want. If that’s done, you’ll be amazed at the impact of this hidden treasure on your public and your profession. And that’s no fish tale!