Utilizing Your Media To Create a Buzz and Land More Work
May 28, 2010 Leave a comment
A few years ago an actress hired us to launch a public relations campaign for her. She had just finished a run on a weekly TV series and was making a career shift, hoping to land more feature films. I asked her if she could bring some of the articles and TV interviews she had been featured in. As it turned out she didn’t have any. She had not kept one. When she was on the program, that was her only focus. She thought the media coverage was nice and a part of the job, but she didn’t consider what a powerful tool it would be for her down the line, once that particular show had run its course. So in a sense, media-wise, we were starting from scratch.
If you use it correctly, media begets media. Use your TV and radio appearances and magazine and newspaper articles to interest other media. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances (unless you’re pitching a direct competitor).
When writing or talking to the media, let them know about other segments or articles you have appeared in. Be prudent in the media you send. If a feature story or interview has certain quotes you are unhappy with, you may want to copy only the parts of the interview you want highlighted. If you have a recently taped interview from a particular TV program and are now being considered by their direct competitor, you may want to think twice before sending that particular tape for viewing.
And don’t just use your media to pitch the press, mention your media coverage in your ads, flyers, newsletters and brochures. Send out copies of your media tear sheets to producers, managers, bookers, and agents. Consider hiring a graphic artist to help professionally display your articles and interviews.
These are just some examples of ways to utilize your press. With a little thought and ingenuity, you’ll come up with several more. Make your press work as hard as you do.
Copyright © Anthony Mora 2010
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