By Tvon Lourie(Lou) Keels
It’s a common phenomenon – you are coordinating a community event that will benefit high school seniors
looking to obtain scholarships. Or, you are working with a corporate sponsor to provide gym shoes to the local
elementary school. Whatever your cause, you are working hard to promote it and make the public aware of your
mission.
You believe you have all the elements of a good news story. It’s interesting, it’s captivating, and it has an
emotional appeal. You create your media release and send it off to all the outlets and then…nothing.
Your phone isn’t ringing off the hook with interview requests and no one is sending a camera man out to cover
the event. What do you do now?
First – Don’t panic. Realize that Houston is a huge city. The media outlets try to include human interest stories
in their broadcasts and publications, however the occasional high-speed car chase or corporate scandal will
overshadow even the best efforts. Second – Learn how to promote yourself. One of the benefits of living in the
technology age is that we no longer have to wait until the media decides our story is worth telling, we can tell it
ourselves. Here are 5 quick and simple tips to help you get the message out about your cause or event.
looking to obtain scholarships. Or, you are working with a corporate sponsor to provide gym shoes to the local
elementary school. Whatever your cause, you are working hard to promote it and make the public aware of your
mission.
You believe you have all the elements of a good news story. It’s interesting, it’s captivating, and it has an
emotional appeal. You create your media release and send it off to all the outlets and then…nothing.
Your phone isn’t ringing off the hook with interview requests and no one is sending a camera man out to cover
the event. What do you do now?
First – Don’t panic. Realize that Houston is a huge city. The media outlets try to include human interest stories
in their broadcasts and publications, however the occasional high-speed car chase or corporate scandal will
overshadow even the best efforts. Second – Learn how to promote yourself. One of the benefits of living in the
technology age is that we no longer have to wait until the media decides our story is worth telling, we can tell it
ourselves. Here are 5 quick and simple tips to help you get the message out about your cause or event.
- 1. Newsletters are Powerful. Creating a monthly newsletter is the best way to keep your audience
interested in your cause. When people are interested they are more likely to volunteer, promote your
cause through word of mouth, and purchase products or donate funds.
2. Create your own video coverage. The process of interviewing clients or colleagues, editing the
interviews with compelling footage, and uploading to your website is fast and cost effective. Video
cameras and video editing software is relatively inexpensive for the basic models and YouTube.com
provides an easy way to add the video to your website.
3. Blog, Blog, Blog. Don’t underestimate the power a blog has in the Google world. Google loves
websites that have continuously updated information and links to other sites, these sites generally have
higher rankings in a Google search.
4. Become a one-stop-shop for reporters. A reporter’s day is jammed packed with deadlines, tracking
down sources and packaging a story for broadcast or press. They also have to contend with the dozens
of emails and voicemails from business and community representatives that believe they have a great
story idea, but don’t provide enough information. Become known as a great source by researching the
reporter and packing your pitch with concise details.
5. Work your network. Make a networking plan that includes how many events you will attend each
month, how many meaningful contacts you will make at each event, and how you will stay connected with
the people you meet. When you come across an obstacle or challenge don’t be afraid to reach out to
your network to ask their advice. Many people enjoy passing on their knowledge. •
The media won't cover my story!
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