Tips for Your Media Moment & Beyond  

Fear can be an obstacle or a motivator. 

When you're looking for on-air publicity, you have to face the fear and reach out to the people who can make it happen for you.   Yes, chatting up strangers can be uncomfortable, but if you do your homework and develop relationships, it can actually become fun.   

Just realize that radio and television staffers get pitched all day every day and you're competing with pros - publicists and other PR professionals  - who make their living getting their clients booked.  You've got to have a game plan and be prepared.

Producers are extremely busy and one of their great frustrations is getting pitched stories that have no relevance to their audience.  So send targeted press releases and develop a tailored 30-second phone pitch that emphasizes the benefits your story or expertise can deliver to their specific audience.

How do you find out what producers want?   Watch and listen to their shows. It sounds simple but many people don't do it.  In the internet age and with the help of a DVR, you can research your target shows fairly easily.  Knowing what they go for will put you ahead of the pitching pack.

And don't be afraid. At the end of your pitch, all they can say is, "Yes," "Tell Me More" or "No."  If it's Yes or Tell me more, you're on your way.  If it's No, they won't always give you a reason why they passed on your pitch, but if they do, listen carefully.

Sometimes it's just bad timing, because they recently did a similar story. That means you can come back later with a fresh angle.  Sometimes the story is a bad fit for their audience, which, of course, goes back to point one - do your homework and know the topics their show covers.

If they just flat-out say no, move on.  Don't try to convince them.   Today's media landscape is full of opportunities.  If it's not on traditional TV/radio, you may find a home on the virtual airways.   Have confidence in your message and don't let fear stand in the way of pursuing publicity.