Serve, Don’t Boast!: Strategic Advice from a 35-Year Media Veteran

Like so many things in life, there are two natural impulses or desires which I’ve learned are “two sides of the same coin.” Having been a “professional storyteller” (as a journalist and, more recently, as a public relations strategist) for many years, I’ve come to believe that the desire to share the ideas and information that we’re passionate about is as essential to our lives, just like oxygen. This is a desire I hear from numerous people every single day – authors, small business owners, professional speakers, and individuals from every field I can think of.?Perhaps paradoxically, there is another “fundamental truth” that I am reminded of every day which might seem to contradict this irresistible urge to be acknowledged by others and to have our hard work, creativity and all-around-“wonderfulness” validated. On a daily basis, I am reminded that what “the outside world is really craving is not a reminder of your significance, but instead what YOU can do for THEM.”?Fortunately, keeping this desire in mind while constructing a public relations campaign can produce the proverbial “win-win” outcome we’re all seeking.

Having spent 35 years in the media -- 20 years as a television news producer for media outlets (including ABC News, CNN and CBS News) followed by 15 years in the PR field – I’ve learned that there is an “invisible principle” that prevails when working with those in the news media, and once you’re aware of it, it becomes infinitely easier to gain media attention through television, radio or podcast interviews or articles in print publications or online. This principle is the “unspoken contract” that if YOU (the individual seeking media coverage of your book, business or favorite charity) want to receive free airtime or print (or online) attention from journalists, you really need to “serve the agenda” of the journalists whose attention you’re seeking.?I’m not suggesting anything “nefarious” here – just the acknowledgement that those in the media are constantly seeking new ways to inform, entertain and otherwise support the community they serve – just as so many of us find ourselves constantly searching for clever or witty content to share with the people who follow us on Facebook.

I could give you countless examples of how this principle works.?I’m currently handling PR for a wonderful charity based in Georgia, dedicated to helping orphans from Haiti. As I’m sure you’re aware if you follow the news, just when it seemed as if life couldn’t get any harder for the residents of Haiti, following the assassination of their President a few weeks ago, the island was recently hit by a major earthquake – compounding the hardship resulting from a similar nature disaster back in 2010.?It might seem as if simply letting journalists know that a heartwarming story is available for their newscast or newspaper – a story about the remarkable individuals and families who have volunteered their time to care for children who have lost their parents and are at risk of “falling between the cracks.” As we have discovered, a successful “formula” in pitching this story to writers, producers and assignment desk editors is to give these journalists a chance to “shine” in the eyes of their readers/viewers/listeners, as they step into the role of compassionate community-minded humanitarians we all admire. (And yes, many journalists I know really DO want to help make the world a better place!) Even if we are pursuing a goal that is admittedly a bit more “self-serving,” like selling copies of our new book or letting potential new customers or clients know about our expertise in a specific area, there is always a way to put the emphasis on helping others and being of service, rather than boasting about our own “greatness.” It’s a great starting point for a conversation which may ultimately lead to a book sale or a new customer or client!

If you’ve found this short article to help focus your thinking when it comes to your own PR campaign, let it serve as an example of this principle.?I’m happy to provide YOU – free of charge, and “no strings attached” – with a “tweak” to your marketing strategy that I’ve found frequently produces great results in terms of free media coverage.?If you’d like to learn more about strategies like this, I invite you to join me for the free masterclass that I’ll be presenting on August 31st – “The Best-Kept Secrets of Public Relations, and How to Get the Media Recognition YOU Deserve!” If you’d like to register for this free masterclass, just let me know!

I wish you happiness and success in sharing your message with an ever-wider audience!