Common Threads Across Media Outlets

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Let me introduce you to the person who’s going to help you get all the good things you want from PR, your new best friend, Ms. Media. Ms. Media comes in all shapes and sizes—radio, TV, internet, or print. She’s male, female, young and not-so-young, all ethnicities. She’s local, national, even international. ??

But no matter who Ms. Media is at any given moment, she’s got several things in common: ??

1. She’s in a hurry! It’s either right now or never. ? Ms. Media needs what she needs now, not tomorrow or next week or next month when you get your act together. So before you introduce yourself, be prepared to give her what she needs now.?

2. She’s on a mission: to Entertain, Enlighten, and Educate. ????

That is her job. That is her passion. That is the reason she exists. If she doesn’t consistently entertain, enlighten, and educate her audience, she’s toast. So she needs a constant flow of good material to survive.

3. She doesn’t give a damn about you unless you can help her do "2." ??♀?

You might be a superb person. But if you can’t contribute to her constant flow of good material to entertain, enlighten, and educate her audience, her very survival demands that she ignore you. (Nothing personal.)

4. She will adore you if you can really help her do #2. ??

She is constantly bombarded by people who don’t know what she needs and have nothing to offer to help her entertain, enlighten, and educate her audience. If you are one of the few who really can give her what she needs, that’s OMG! Best Friends Forever!

5. She doesn’t have nearly enough time to meet all her deadlines. ??

It’s all 24/7. Her audience is voracious. The next story is due before the last one has aired or gone to print. She has to think months in advance then grab that last minute lead before anybody else does.

6. Thou shalt not waste her time! ??♀?

She’s working an impossible schedule. So feeding her material that doesn’t fit her needs, spinning her wheels by making her chase down photos or clips, sucking up her precious minutes with idle chit chat— it’s just plain cruel. And she won’t forget it.

7. She will adore you if you make things easier and faster for her. ????

Ah, but if you are the one in a million who gets right to the point, has all your material in a convenient place, refers her to other great resources if you aren’t a good fit—she’ll name her firstborn after you.

8. She’s a real-live human person. Treat her as such. Be thoughtful. ??

99 out of 100 people simply want to use her. They don’t acknowledge that great article she just published or that fascinating interview she produced. They don’t notice that she just ran her first marathon or got promoted. If she’s going to be your new best friend, shouldn’t you pay attention to those things?

9. You are here to serve her and her mission, not the other way around. ??

Yep, it’s all about her and her voracious audience. It’s all about making it easy and even fun for her. And, yes, I know you have an amazing charity in Africa or a spectacular invention or a brilliant book—but this relationship is all about how you can fulfill her needs.

10. By honoring #9, you will get all you need. ??

And this is the golden key that so many people miss: If you provide Ms. Media all that she needs, she will be incredibly, almost frighteningly, generous.

This new best friend might sound pretty high maintenance. But once you understand her and work with her on her terms, she’s really delightful to be with. And she can open up opportunities for you that you never even imagined! ??

In case you need some help with your PR/Marketing journey, feel free to reach out, I’m here to help. ??

Hello, I'm Drew Gerber ??

CEO of Wasabi Publicity, Inc.

For over 30 years we have been inspiring people and organizations committed to changing the world and sparking aha conversations that lead to personal and business success.

Let us be your guide in bringing your impactful message to the world. ??

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