I am often asked how guest appearances on national news
shows happen. There are repeat “guest” correspondents who always seem to appear
when breaking news happens, and their appearances are just in time to pitch
books, movies, blogs, etc. How does this happen? Well, I’m here to share the
secret.
Time and effort. Yep, many of you are upset right now
because I can’t offer you a magic PR wand. The occurrences of instant
connections or connected connections on the news almost don’t exist any more.
You actually have to work your way up to a repeat guest invite or work long
enough in PR to obtain this status for your clients.
Asides from putting in the actual effort, here are a few
more ways to get your one appearance on a news program turned into multiple
segments:
1.
Don’t be overly eager. This is a huge put off.
Calling to ask why you haven’t been rebooked, when you are going to be
rebooked, if the person got your message, etc. pisses journalists off. Yes,
that is the term they used. News producers are even more angered by these
tactics. So, wait for the invite.
2.
While you’re waiting, be nice. Don’t only
approach the station when you have a press release or your own news, but sent
holiday cards, birthday gifts, etc. No, this isn’t bribery, this is called
being professional and building a relationship. These small gestures really do
mean a lot!
3.
Be relevant. If you have advice to offer during
a breaking news situation, call the newsroom directly and explained (quickly)
that you’ve been a guest before and you have insider insight on the breaking
situation. Then, without promoting yourself, offer what information is being
missed and how it can help their audience better understand the situation.
Present value vs. self-promotion.
I wish I had a magic wand for all of my clients and
students. But, sadly, this doesn’t exist. So, follow my steps above and
remember to be patient.
Until Monday,
Coco the CEO
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