Way to Launch Successful PR Campaigns

A TV-oriented public relations campaign has three primary components, you need to create a compelling visually-oriented story, be able to pitch it effectively and know who to pitch it too. Most people think they know which story or pitch will work for them, but they’re generally wrong. The story about why your product or service is so good usually misses the mark because it’s not a story that meets the media’s needs, or connects with your target audience. You need to think like your customer thinks, more importantly, you need to think like a TV producer. You have to think backwards. What does your local TV news program, the Today Show or Oprah need? Study them. Make notes. Now give them a visually-oriented pitch that fills that need. Think in terms of personal stories, anecdotal stories that others can relate to, and talk in a language that the journalist you’re pitching will understand. When pitching a TV show, think visually, what can you offer that has a visual component. What can you come up with that would give them a compelling TV segment?

For example, we represented an acupuncturist who specialized in acupuncture facelifts. TV producers loved this segment idea. It wasn’t a surgical procedure, so it wasn’t going to be too graphic, they could interview the acupuncturist, the patient, show a bit of the procedure in process and then show some after shots. It was visual, different, and had to do with health and beauty and offered them a good hook. We represented a fitness trainer who stared in a how-to fitness video; the pitch there was summer fitness tips. She could bring a client with her and show different at-home, quick, and easy exercises. This proposed segment reached a large target market, was easy to shoot and offered an interesting visual component.

So to launch an effective TV-oriented PR or media relations campaign, keep your message in mind, but think in terms of meeting the media’s needs. Be concise, be clear, keep it interesting and never ever forget that TV is a visual medium.

Copyright © Anthony Mora 2009

Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He also served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, “Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field.

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