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How
to...
Be a media darling
by Ward Lowe Newspaper and television reporters always need sources, expert opinions, and story ideas. Any REALTOR® can potentially provide them with this type of information, but only those who package their knowledge effectively get the free press. You must market yourself to the media just as you would to prospective clients: Research your intended audience and target your efforts toward them.
Watch and learn
Decide which media outlets you would like to be featured in. Start with local newspapers and television stations, but don’t be afraid to think big. Real estate drives a significant portion of the economy, and a well-presented, qualified expert is appealing, so look at business journals and national publications with local bureaus.
Determine who writes and reports the real estate and business stories for these news outlets and make a list. Read their articles. Watch their reports on the news. Familiarize yourself with their style and area of expertise. Do they give an overview of industry trends or look for human-interest angles? Do they stick to the facts or insert their opinions? Take notes.
Draw upon your real estate experience and craft a few story ideas that match your media targets’ styles. You can present these ideas in a short cover letter accompanied by your résumé or compose a press release, which the next section addresses. Either way, follow up with an e-mail or phone call directly to the reporter or writer. They may not jump at your first batch of ideas, but a friendly follow-up that again puts your expertise at their disposal will get you noticed and possibly added to their list of sources.
Keep your press release out of the trash
If you choose to send out press releases to media professionals, make them stand out. Editors and writers receive hundreds of press releases each month. They come by fax, e-mail, and U.S. mail and contain photos, graphs, and enough superlatives and buzz words to fill a dictionary. Almost every one gets tossed into the recycling bin without being read, because they don’t explain why the information is newsworthy.
Give them your idea for a story, not just information about you. You’ve studied the reporters’ previous articles; send them something that fits their style and catches their attention. For example, rather than writing you closed the largest residential deal ever in your community, tell your local business columnist how your deal is indicative of skyrocketing area home prices that signal an economic recovery—if that’s true and you can back it up.
Put the story idea at the beginning of the release. You get only a sentence or two—if you’re lucky—before most reporters choose to toss or read your release. Compel them to read the rest by starting with your great idea. Elaborate in later paragraphs and explain how you can assist the writer. Reporters always need good sources, so even if your idea doesn’t make the cut, they may remember you for another feature.
Include several ways to contact you. Reporters are often on deadline and more likely to use a source or expert they can easily contact. Make yourself accessible by providing multiple phone numbers and the best times to use them. Court the media as you would potential clients, and they will soon be using those phone numbers to call you.
Photo © Stockbyte.
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