Issue link: http://cp.revolio.com/i/142672
local community. Keep this section short. Consider this a quick bio, not the main portion of your communication. 2.Describe your news hook. "I wanted to let you know that my practice is heavily involved with the (insert local program/ charity/special event here). For our part, we're doing something quite unique to bring our services to the people and help out this great cause at the same time." If you are promoting a new book or presentation, be sure to make your pitch with the angle that you're a local author/presenter, and be sure to tie it in with your practice. 3.Sweeten the deal. "I'd love the chance to discuss with you my (insert book/presentation/special event/charity here), and I also wanted to offer (insert your free session/consultation/in-studio demonstration and explanation of your practice here). I would love to show you what we're all about and talk about what we plan to do as part of the special event." Be sure to offer a demonstration of your techniques—you can practice on the hosts or anyone they care to invite to the studio. Offer some gift coupons or discounts to the station to give away to their viewers or listeners, and don't forget to give a free session or two to your hosts. There's no better endorsement than from a local celebrity who tries your services and raves about them on the air the next day. 4.Make yourself available. Be sure to anticipate being needed for an interview at odd times depending on the needs of the program. Close your communication by letting the producer know what your availability is and try to be as flexible as possible to improve your chances of getting on the air. 5.Be proactive. If you're trying to arrange press coverage of an event, don't wait until the week of that event to get in touch. Give at least two weeks' notice and send a follow-up message a few days before the event just in case. Give a great Interview The actual interview can be a nervewracking experience if you're not prepared, but there are a few things you can do to get yourself ready. • ake a cheat sheet of the topics M you want to cover and use it as a road map to guide the conversation. You can put a few bullet points on 3" x 5" index cards and glance at them as you go, even in a television interview, if you keep the cards off-camera. • ractice before the interview P by having a friend ask you some typical reporter questions. Remember that your interviewer probably knows little to nothing at all about massage and bodywork, so view the interview as a chance to do some showand-tell about your practice. • on't be shy about rehearsing D your interview in front of a mirror. It will give you some extra confidence the same way rehearsing a speech would. • emember, reporters are R looking for sound bites rather than long answers. Keep your replies short and sweet. Be focused. Use layman's terms. • o some deep breathing D exercises to calm your nerves and remember that everybody— including reporters—gets nervous in front of the microphone. Follow Up Once you've landed your first media interview, the next step is crucial to your continued success in the limelight. A friendly, handwritten thank-you note after your first appearance is an important way to kick things off—the thankyou note is a courtesy that should not be underestimated. Create a mailing list of your media contacts (even if you start with only one name) and send press releases, invitations, and updates about your practice. Your list will grow over time; many people are surprised how many press contacts they can make in a few weeks or months. It's important to find the right balance with your mailing list. Send too many messages and you may appear to be too pushy, send too few and you may be forgotten. Once you've gotten used to working with the media, you should have an idea of what works best in your area. SPH Joe Wallace is a freelance writer whose work constantly brings him back to his media roots. Since 1987, he's been involved in radio and television at many levels, starting his career working as a disc jockey and news reporter and working his way up to news director and operations manager for a combined radio and television operation.