#298: Expert’s Three Keys To Promoting Your Story
September 15, 2015 - Read the full Your Mark on the World article and watch the interview here: http://bit.ly/1OrathR. Subscribe to this podcast on iTunes by clicking here: http://bit.ly/ymotwitunes or on Stitcher by clicking here: http://bit.ly/ymotwstitcher. Our supporter, Mike Schwager, is a PR pro who specializes in helping people and organizations, especially those doing good in the world, to share their stories for maximum media exposure. He’s sharing his three key for promoting your story with Your Mark on the World readers today. 1. Be Persuasive: Pitching a story to an editor or reporter has some basic tenets for a persuasive publicist. First, always tell the truth. Second, know your outlet before you call or email. Third, have the right attitude: See the journalist as a peer in communications. Believe in your story. Believe in yourself. 2. Be Creative: Creative formatting tips: First, use news to make news. Remember “relevance,” “impact,” “timeliness” and “novelty.” Second, seasonal tie-ins. Once, eight weeks before Christmas, we convinced the manufacturer to designate a Holiday Consumer Affairs Specialist who could talk about “everything you wanted to know about mailing gifts for the holidays.” We booked this specialist on literally dozens of top all-news stations in major markets around the country. Third, products are newsworthy when they Are evolutionary or revolutionary. I’ve booked many products that were a next step up in technology on shows like Today or Good Morning America. 3. Humanize Your On-Air Appearance: First, humanize yourself and your organization. People don’t want to hear cold statistics or facts; make more use of anecdotes. Second, a smile is worth a thousand words, and remember to smile when appropriate. Also, use the first name of your interviewer, or opponent. When you transmit a smile, or use someone’s first name, you’re energizing the empathetic cord between you and your audience. You become more likable. As you’re talking to an interviewer, think of someone you’ve been close to who you love and care about. The interviewer will feel that positive emotion. (I learned that from Walter Cronkite in the men’s bathroom at CBS). Please consider whether a friend or colleague might benefit from this piece and, if so, share it.