Cindy W. Morrison

How To Catch The Attention Of TV Stations With Social Media

Having spent 20 years as an anchor and reporter, I KNOW the news biz. A lot of folks think there’s a big media conspiracy. Lol! Heck, in the newsroom we could hardly make a decision on where to get lunch much less coordinating with other stations about how we could slant the news. Oh, puhlease! The bottom line is that it’s really like any other business. We worked hard to give our customers what they want. In our case, it just happened to be the latest news, weather and sports.

Now that I’m out of the news biz, the top questions I get: How can I get my business on the news. In fact, I’ve gotten the question so much that it has become a part of my Reinvention 2.0 program. The fact is, I DO have the inside scoop on TV News and how you can harness the beast. So, why not share the knowledge, right?

You don’t have to BUY coverage!
The first thing you need to do is get rid of your ideas of how media works. Yes, the old way of doing things (buying commercial time) may still work for you, but you don’t always have to have out-of-pocket expenses. Let’s face it, money is tight… so instead of shelling out cash in this economy, you might be able to make a connection for FREE. That’s right.. I said it! It’s something that makes every TV station General Manager cringe, but it’s true. You can get coverage for free, it just takes a little work on your end.

Don’t be afraid to speak up
I can’t count the number of valuable contacts who I’ve met while emceeing events. They politely introduce themselves and generally hand me a card (no, I can’t remember EVERYONE I meet). They don’t manipulate my time if I’m speaking at an event, but they make a connection. THAT is huge. It’s just one more way you might be able to get a leg up on everyone else out there when it’s time to pitch a story idea.

Use social media to make a connection
Even if you’re not in the same room with a TV news anchor or reporter, you can make a connection. I encourage you to seek out TV journalists on twitter and facebook. I just consulted KOKI FOX23 here in Tulsa about social media. I encouraged them to not only meet and greet at the fair once a year, but also make connections via social media all year around. That constant communication does a number of things. It allows them to make a connection past the TV screen. (People like to watch TV personalities they know and like.) But it also helps them reach out to viewers for story ideas. Social media can be as valuable to a journalist as making beat calls (those calls made weekly to contacts that hopefully yeild stories). I got some of my best “scoops” from viewers who followed me on Facebook or Twitter and felt comfortable enough with me to send their tips. Make a connection with journalists on social media and you just may have an “in”.

Make sure you give the journalist something of VALUE
That DOES NOT mean pester the journalist! (Eeks.. nothing will get you banned from coverage faster than that. Think: cyber stalking!!) Instead, strike up a conversation on twitter, comment on a facebook posting or direct message them a legitimate story. Where it might be hard to make a “cold call” to a reporter to pitch a story… it might be easier to make a connection with a reporter who you’ve retweeted her news stories, offered legit contacts and helped them succeed. I remember a PR person who always offered up a client based on the stories I was covering. One day I tweeted that I was covering a potential child preditor. She direct messaged me that she had a client who was a counselor specializing in child molestors and how they “groom” potential victims. She definitely got my attention, made my story a success (in other words: made me look good to the boss) and made her client happy. Brilliant! She gave me something of value and I always listened to her after that when she pitched a story. It didn’t mean she’s always got coverage, but she got top priority.

Become a local “expert”
Another way to get coverage is to become a local expert in your field. Don’t think for a minute Dr Phil became a TV sensation by being a wall flower. If you don’t think your product is newsworthy, think again! I got a call from an awesome gal who works in the Atlanta candle biz. She wanted to know how she could get some TV coverage. My advice for her? If there was a housefire started by a candle in her area, she should call the TV stations and offer to do an interview about candle safety. Again, she’s giving the journalist something of value because they’re always looking for a different way to cover the stories that happen year after year. In turn, she’s setting herself up as the candle “expert”. No, that doesn’t have anything to do with SELLING candles, but the next time she’s at an event, I’ll bet someone comments about seeing her on TV. That may lead to a conversation that then leads to a sale.

So the bottom line is that you rethink how to get coverage. Don’t be afraid to speak up and introduce yourself at events as well as seek out those journalists who are willing to make professional connections through social media. Finally, work creatively to become the “Dr. Phil” of your industry. These little things are free and can endear you to your local media. Remember, they’re just trying to do the best they can to keep their job and cover the story. If you can give them something of value and make their job easier? You’re golden! Just don’t get frustrated if they don’t cover your story every time. They have viewers hitting them from all directions. But if you keep offering up something of value, you’re bound to catch the TV media’s attention.

Best of luck!! Remember… Reivention 2.0 is all about rebooting, upgrading and networking to make more money!!
Go get em’, Tiger!