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I Cant Use National Media Coverage

Written by: Anthony Mora

Article Overview: Don’t limit your PR horizons. Remember, nothing impresses the media more than media. National media establishes you as an expert. Now you're national news and you're in a position to garner local news.

I Cant Use National Media Coverage

We live in the information age. If you're resourceful and inventive enough, you can come up with an interesting story, hook, or idea that will interest the national media. I know you think that you could never garner national media - your story's simply not exciting enough. But you're wrong; you can interest the national media. No, you're probably thinking that even if you could land some national stories, you have no possible use for national media, so what difference does it make? It would just be a waste of time and money for you. You're based in a little town called Nowhere Ville, USA, so what good would a story that hits all fifty states do you? It's obvious I just don't understand your needs.

Well, let's see. As to your first point, that you don't have a story that could interest the
national media: why not? Why couldn't you generate national interest in your story?
Remember everyone who is quoted in Time magazine, or interviewed on the Today show lives and works in some local town or city. Take a look at all of the possible angles available. What makes your story different, unique? Is there some trend or new breakthrough in your field that affects not only your particular business, but your profession as a whole? Are there other similar types of businesses or professionals that you can help weave into your story to give it a broader appeal? Study all of the possibilities. Give your story a wider, more national scope.

Why would you want to garner any national, if you only have a local business? People aren't going to fly in from around the country to use your plumbing service, or buy insurance from you, or try the newest item on your menu, are they? Maybe, but probably not. So then, is national a waste? Most people will probably tell you so. Most people will tell you to stay local, because that's where your bread and butter is.

So why am I telling you to pitch the national press? Because, as I mentioned earlier, a national story IS a local story, but one that will nationally establish you as an expert in your field. You will be able to put your media credits in your press releases and bios and, most importantly, national media can help drive your local media through the roof.
Let's say that you land a thirty-second quote on CNN. Now what? You move as quickly as possible and let your local media outlets know that you were recently featured on CNN. Heck, that in and of itself is news. Believe me, nothing impresses the media more than media. Now you're national news and you're in a position to garner local news National media feeds the local media. It takes some thought, work, and persistence, but the rewards can be incredible.

Copyright © Anthony Mora 2008

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Article Tags: all fifty states, angles, bread and butter, breakthrough, buy insurance, fly, hook, information age, insurance, interesting story, national interest, national scope, plumbing service, possibilities, profession, time and money, time magazine, today show, types of businesses, waste of time



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Re: Does a New Company need a "Big" PR firm? - [quote="TheRainmaker":23enhep1]I agree with SHri, it really depends on the target audience and how much service you really need. if you are doing National campaign than you want a firm that has the National contacts. Lots of smaller companies dont have as many resources or connections. Many firms are going to a pay for performance model which I think will do the PR and advertising industry good. no more $5000 retainers for sending out a couple of press releases - no matter how well written or targeted! if they dont get picked up, they dont get paid. J[/quote:23enhep1] Those retainers were insane and from a lot of people I talk with, the company really wasn't earning it at all. Other firms earned every penny, but its easy for some people to get comfortable doing as little as possible and still taking those retainers. Pay for performance can help make people "hungry" - when they are "hungry", then tend to be more motivated. Shri
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