Marshall McLuhan, the great communications theorist, said, "The Medium is the Message." And in today's multitude of media outlets his mantra is more significant than ever.
Getting an opportunity to put your client's message out will be the hardest battle you will fight without a concrete plan.
As a former television guest booker and assignment editor, I have heard countless pitches for a person, book or idea. Many times these ideas never got beyond the initial
presentation for two reasons: first, a PR person had a great subject but no concrete plan beyond getting my attention and second, a publicist would suggest an idea that was
incompatible with the programs on my network. Although the ratings for cable news shows are specks compared with the networks, long-term viewing trends favor the cable universe.
Following is some hands-on advice to navigate media gatekeepers in cable news and get the attention your company or client deserves.
The Three P's: Program, Plan and Produce.
Watch the programs before you pitch. Do your homework by watching each program you want to target. Learn the host, kinds of guests and format of a particular network. And be
clear on which station you are calling before you dial the number. It was amazing to me how many media people had no clue that CNNfn was focused on the financial markets. What was
worse, however, was the publicist for a book who called to say how perfect her client would be for CNBC's "Squawk Box." When I explained to her that she contacted CNNfn, the
person did not apologize but proceeded to ask me for CNBC's phone number. Better yet: Tell the producer and/or booker that you notice every Friday the show features a segment on
charities and you have the perfect guest for the next such package.
Design a game plan for your client. Too many PR people call at the last minute to pitch a story. They would often tell me they didn't call sooner because the client would not
let them. Contact the producer in advance and explain you need help for a new product but the proposal is embargoed. This is particularly true for location events, such as press
conferences. Tell the planning producer as much as possible so a camera crew can be on standby so when the actual news comes through. This way, no one is running around ill-
prepared. Also, do not call the day after a story is done. While I was at MSNBC the network ran a story on a published report from The New England Journal of Medicine. The next
day, PR folks called saying they had a doctor available to discuss the findings. If you represent doctors, how come you are not alerting bookers to the story in the first place?
Help produce the segment. While your allegiance is to your client, be a team player for the show. Offer a game plan to the booker that includes b-roll, sample questions and
time for a pre-interview. If your client is only available from a small town, then have a list of production houses from where the interview can be conducted. A PR executive with
her own firm in New Jersey had a portfolio manager client in Ohio. While she was able to secure bookings for him when he was visiting New York, she wanted to increase his
appearances. I suggested she find a production house in Ohio. After some research, she found one near the client's home. The guest went from being an infrequent visitor to a
regular guest.
Timing
Know when to call. Until you get your Rolodex up to speed, this can be tricky. But use some common sense. Do not call a business assignment desk 10 minutes before the Federal
Reserve makes its FOMC announcement. Unless, of course, you're offering Alan Greenspan to chat about the change. Also, never call a producer while his or her show is on the air.
Finally, timing plays a critical role when using voice mail. Before leaving your pitch on a voice mail, listen to the message. Once, CNNfn almost missed an interview with a
California-based computer company's CEO. The media relations person left a voice-mail message for the technology reporter who was out for the day. All day no one knew about this
great opportunity. Fortunately, the reporter called in for his messages and the interview was arranged for the next day. The media relations rep never listened to the reporter's
voice mail message that said he was out and to call the assignment desk or booking department with a story pitch.
'PSB' mode
Pitch in Sound Bites. This is more concise than the K.I.S.S. theory. Guest bookers, assignment editors and planning producers have no time and are under intense pressure. If
you have the ear of one gatekeeper, launch into a prepared 15-second sound bite on the reasons your idea is worthwhile and cable-worthy. People behind the news want you to be more
like them. Your opening statement should be your lead. Drop the frivolous words and in a friendly voice explain your purpose --even on voice-mail. When leaving messages, speak
clearly and repeat your number, thus increasing your chances of a call back. If you are sending an e-mail pitch, do your best to personalize it in the subject line. In the body,
get to the point quickly by using short sentences.
You may have what the audience wants, but no one will ever know if you are not getting your pitch across to the person who can bring it forward. To ensure success, try
following these suggested guidelines. You'll score points from media personnel with your quick and easy manner, while accomplishing your client's goals.
Contact: Sandra Lea Abrams, a former associate producer and guest booker at MSNBC and CNNfn, can be reached at 917.796.5304; [email protected].