Writing Op-Eds Vs. Being A Journalist’s Source

Writing Op-Eds Vs. Being A Journalist’s Source

When it comes to the print media, there’s more than one way to get your message out and to position yourself as an authority. Some of our clients want to be the go-to expert for journalists who are in need of well-credentialed sources for their articles. Others long to write opinion articles – or op-ed pieces, as they are commonly referred to – where they can more fully express their views on trends, breaking news or life in general. Many want to do both! So is one better than the other? Well, each has its advantages, so let’s take a look at that. With an op-ed piece, you have the opportunity to give your complete point of view, as opposed to a reporter picking and choosing a few highlights from an interview with you. It’s definitely an option when it comes to positioning yourself as a thought leader in whatever field of endeavor you want to be viewed as an expert. On the other hand, when you’re quoted in a news or feature article – especially with a highly respected publication – the readers recognize that the journalist trusted your expertise enough to turn to you as a source. You’re offering insight and maybe even giving your opinion, yes, but in this case you are getting the added bonus of an implied endorsement from that journalist, who essentially is saying to his or her readers that you’re someone who brings experience and knowledge to the topic under discussion. Some people prefer the op-ed, perhaps because they assume there’s a certain distinction that comes with these bylined pieces. Plus, they...
How Patience Pays Off When Trying To Grab The Media’s Attention

How Patience Pays Off When Trying To Grab The Media’s Attention

Sometimes media opportunities emerge quickly after you pitch journalists with a great story idea. Often, though – especially with the print media – those opportunities take time and the fruits of your labor may not reveal themselves until days, weeks or even months after you send out your pitch. We experienced a remarkable example of one of those “takes-time moments” recently when a reporter for the Atlanta Journal-Constitution reached out to us with a surprising request. She wanted to speak with one of our clients for an article we wrote for her campaign that examined how to talk to parents who are grieving the loss of a child. The journalist remembered receiving our pitch a year ago, about what to say to grieving parents. So she searched her email and, sure enough, there it was, ready to lead her back to us and our client. Now, it just so happens that this particular client’s contract with us ended about eight months ago. Even so, we didn’t hesitate to arrange the interview. We were happy that the interview went so well for our client as she was featured prominently in the article that appeared in the Journal-Constitution. But it didn’t end there! Over the next several days other publications picked up the article. A week later that was still happening, with the Boston Herald joining those that had published the piece. It was a big win all around, all because of a year-old pitch! This particular incident brings to mind a couple of things worth remembering when you’re out there trying to grab the media’s interest and worrying that all...
What Makes You An Ideal Candidate For Publicity?

What Makes You An Ideal Candidate For Publicity?

Here’s a question you might have asked yourself as you decide whether to take the plunge and embark on a PR campaign: How do I know if I qualify for the media spotlight? If you aren’t someone the media is already beating down the doors to interview, you can get them to look your way if you have the right qualities and characteristics that will give them the assurance that you’re someone worth their time. But just what are those qualities and characteristics? Let me share a few that I think make someone the ideal candidate to have a successful publicity campaign: A book. One of the best ways to build your authority is to write a book. This can give you a leg up on others in your field because not only can you talk about the same things as your competitors, but you literally wrote the book on the subject! Some people try to beg off this one, saying they struggle to write a short essay, so an entire book is out of the question. Relax. That’s where topnotch ghostwriters come into the picture and can do the job for you. Do you absolutely need a book to have a successful PR campaign? No, but it immediately communicates your authority which helps immeasurably with gaining entry to the media. Credentials. When we choose to take on a client, what we look for is that your credentials are in line with your message. The media must be able to trust that you know your subject and credentials are the primary qualifiers they use. They will be skeptical of...
What The Oscars Can Teach Us About Rebounding From A Mistake

What The Oscars Can Teach Us About Rebounding From A Mistake

A year ago the people in charge of the Academy Awards flubbed it – badly. As nearly everyone knows, the cringe-worthy moment came when someone handed presenters Warren Beatty and Faye Dunaway the wrong envelope, causing them to announce La La Land as the Best Picture winner, when the Oscar actually belonged to Moonlight. Oh, my! It was quite an embarrassing – and humbling – moment for everyone involved. Add the fact that nearly 33 million people were watching and you had a broadcast gaffe of gargantuan dimensions. Had most of us been in that situation, we would have wanted to slink away, never to be seen again! But the folks behind the Academy Awards didn’t slink away. Quite the contrary! At this year’s Oscars, they dealt with the PR debacle head on, owning up to what happened while still giving the audience what it always tunes in for – fabulous gowns and heartfelt acceptance speeches, with a little music and comedy mixed in. Hopefully, in your efforts to promote your brand, you’ve never experienced a media misadventure that’s anywhere near the equivalent of last year’s Oscars. But many of us who have appeared on TV, been interviewed on radio or talked with a newspaper reporter certainly have had a few moments we would like to get back. Maybe you were asked a tough question you didn’t expect and stammered out an inadequate response. Perhaps you were unprepared for the detailed questions the interviewer posed, making you seem less authoritative on the subject than you really are. Or maybe nerves got the better of you and you drew a...
How The Domino Effect Can Increase Your Media Exposure

How The Domino Effect Can Increase Your Media Exposure

When you’re trying to attract media attention to promote your brand, you may encounter what can be thought of as a media “domino effect.” What I mean by that is one media opportunity leads directly to another media opportunity, much the way the toppling of one domino can cause another domino to fall. Recently we experienced a good example of the domino effect with one of our clients. Let me share how it happened because the story contains lessons in how one media opportunity can create a set of circumstances that will lead to even more media exposure for you. When news broke that Steve Wynn resigned as head of Las Vegas-based Wynn Resorts because of sexual misconduct accusations, a New York Times reporter reached out to us seeking to speak with one of our clients, a branding expert, about how the scandal would tarnish the Wynn brand. Unfortunately for the reporter – and for us – the client didn’t feel he had much to say on the subject. But I quickly thought of a friend and business associate who is a branding expert and we set up the interview with him instead. Why did we go to that trouble? Because by serving the needs of journalists at national publications we are able to maintain these very valuable relationships. Although this was a hastily arranged Plan B, the New York Times reporter clearly was pleased with the results. She wrote a note to one of our print campaign managers thanking him for providing her such an able expert, and when the article appeared, the emergency back-up source we provided...