Formats are fine but publicity pops when you let chat flow

I’m not a fan of over-produced media.

There are legitimate reasons for strictly formatted material, but are you not more engaged when a conversation flows freely? Even in print, legitimate chats convert to eyeballs.

Creative editors, directors and producers are masters at making tightly diagrammed programs work. They know they must appeal to their audiences while they pay the bills via spoken and graphic promotional mentions. In many of those cases, there are also constraints on time and length.

Respect formats and let it roll

There are reasons why shows like the NBA on TNT, which was preceded by then, a pioneer of pregame fun, the NFL on FOX, attract fans they do. That’s why we see the likes of NFL Network’s Day 2 and later coverage of the NFL Combine and Draft entertain as much as they inform.

A look into emails or PR discussion rooms tell us that earned media — television, radio and print — are still important to people who seek publicity. To get journalists’ attention, however, I suggest clients create their own shows, podcasts or columns … loosely formatted. If you’re not already recognized, they can go a long way toward showing how you communicate. They provide great practices to refine how you present yourself and they let people see you as a relatable human and not a programmed bot.

Make your own media to attract journalists’ attention

Editors and producers say they often learn about stories they eventually cover because they came across entertaining or knock-your-socks-off pods. It typically takes longer, but written work can do the same.

You can be consistent and creative

Some of you work better with strict boundaries and when you create your show, pod or column, you may feel better with guardrails. That’s absolutely cool. If that’s you, however, don’t be afraid to try something that challenges you and adds color to the production. Show your personality. Demonstrate you’re relatable. And of course, be sure you distribute that throughout your target universe so you can generate the earned media attention you crave.

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