How come some people can get free publicity and some can’t?

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Author: Staging Career Center-Shell Brodnax (4 Articles)

Shell Brodnax President/CEO-RESA®, Staging Career Center Staging & Design Network Home Staging Industry Leader of the Year 2011 Stevie Award Finalists Best Executive Finalist 2010 Stevie Award Finalist Best Executive 2009 Central Valley Women’s Council of REALTORS® Business Woman of the Year 2007

Media Tips for home stagersThe answer is in understanding how to work with the media and understanding their needs. By understanding and complying with their needs, you too can get the publicity your chapter deserves.

What does the Media want? NEWS

News is…

  • A first
  • A trend
  • Something unusual
  • Celebrities
  • Kids, dogs
  • Human interest
  • Charitable events

What you can do?

  • Create news that will interest the media.
  • Understand your industry.
  • Understand the reporter’s needs, do your homework.
  • Understand the differences of TV, print, online.
  • Contact the correct reporters that cover your area of needs. Don’t bother the sports reporter for a real estate piece.
  • Practice before you talk to reporters!!

Don’t

  • Don’t say “no comment.”
  • Repeat yourself constantly.
  • Use slang.
  • Ask to “go off the record”.
  • Lie.
  • Talk negative about competitors or other groups.

Interview Checklist

  • Anticipate key questions.
  • Prepare key answers.
  • Read up on some recent articles written by the reporter.
  • Interviews are for gathering information.
  • Reporters don’t care about you or your objective, they want news.

Meet their deadlines, they are busy!

  • When they tell you to get back to them by a certain time, get back to them earlier or they can move on and not include your news.
  • If you are not prepared when they call you, politely ask if you can call them back, ask for their deadline and call them sooner.

Build Credibility

  • Build a relationship based on credibility.
  • Don’t use tacky tactics.
  • Be a resource they can depend on.
  • If you annoy them and they see a press release or your name it will end up in the circular file.

Remember

  • The news is important to you but make it important to the public.
  • Tie in your events to a charity, have your chapter select a worthy group to be the benefactor of your chapter.
  • Have 1-2 fundraisers per year, with a portion of your proceeds going to that group and report that to the media.

 

Introduce your self

  • Contact the RE reporter in your area and introduce yourself and your chapter.
  • Tell them you are new at doing this and ask for some guidelines so you can follow them.
  • Get the correct fax, emails to send the press releases and keep them so you don’t have to keep looking them up.
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