Page 215 - ConvinceThemFlip

get them talking
Schmoozing the Media
There are times when we all want to harness the power
of the media (and other times when we want to
squelch it, though hopefully fewer of those). You might
have a great product or service about which you simply
want to get the word out. But how can you do this? You
need a real story—something that is newsworthy or inter-
esting and sells papers, or attracts viewers and listeners.
No journalist, editor, or host wants to be a billboard for
you or your products.
One of the easiest ways to get your story out is by link-
ing an aspect of your product or service directly to the
good of the community. For example, one of the world’s
largest soft drink manufacturers is using its delivery sys-
tems in certain parts of the world to bring medicines to the
out-of-the-way communities it services. This is interesting,
and it gets ink and airtime.
If you can afford professional media training, get it—
it’s worth every penny. If you can’t afford it, here are a
few tips on connecting with the media. When it comes to
the message, you should inform instead of sell. When it
comes to the messenger, though, the three key aspects of
convincing must be in place: credentials, logic, and emo-
tion. Keep your message simple. Have one central point
surrounded by four secondary points, and repeat them
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