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 dominated the article. He was just one of four people the reporter quoted, but he played the most prominent role in the article.
We were ecstatic and that New York Times article would have been an impressive achievement on its own – but then a domino fell!
Someone at the Fox network TV affiliate in Las Vegas read the New York Times, saw those great quotes from our client, and wanted to interview him, too. So, just like that, one interview opened up the opportunity for another!
Well, in truth it wasn’t “just like that.” There are reasons this worked out so well. I’ve written about those reasons before, but they bear repeating. Here’s how you can improve the odds of something like this happening to you:
- Be responsive. News reporters are in a hurry, which means if they want to interview you, you better respond quickly. Otherwise, they will move on to someone else. My friend knew this well and when I called him to ask if he could do an interview with the New York Times, we both laughed as if I had told a nice little joke. We knew he wouldn’t pass up that opportunity because he’s an old hand at this.
- Provide good content. Remember that I said he wasn’t the only person quoted in the article, but he was the one given the most space. That’s because he provided the reporter great content. If you give trite or bland answers to a reporter’s questions, there’s a good chance you won’t make the cut when the reporter writes the article. That doesn’t mean you should exaggerate or try to get too clever, but it’s a plus if you’re capable of delivering a colorful quote or one that reflects your personality. Ultimately, though, the most important thing is that you convey information that’s relevant to the angle the reporter is writing about.
- Understand that the media follow the media. Folks in the media really do keep up with what their media peers are doing, and often report on the same subjects or seek out the same sources. That local Fox affiliate in Las Vegas clearly was monitoring the national news to see what others were saying about a news event connected to their hometown. They coveted our guy because he spoke well and he came with built-in credibility. After all, the New York Times valued what he had to say! Now, you would think this would work the other way around – that you would need to appear locally before the big national guys would give you the time of day. And sometimes it does work that way. But clearly it can happen in reverse – and that’s even better! If a major news organization thinks you have an opinion or insight that matters, then the local guys are more likely to take notice!
Finally, if local media outlets are impressed that the national media looks to you as an authority, then consider how impressed your potential clients will be when you share that article on your website or your social media!
They will see someone who isn’t just respected in his or her hometown, but someone who has a voice that’s being sought out nationally. That definitely sets you above your competitors!
Let the dominos fall!
P.S. If you’d like professional help getting coverage in the press, and being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 28 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 231. We’d love to hear from you!