Issue link: http://cp.revolio.com/i/142672
get your practice on radio and television who you might be competing with for publicity in the area and study them carefully. If you are the only practice in the area, you have a built-in uniqueness factor you should emphasize when you pitch your story. Talk To the Right People Once you've made your practice more newsworthy, it's time to start getting some press. Some assume the on-air hosts are the people to call, but in many cases you won't speak to a radio or television host until after your interview segment is already scheduled. Instead of trying to reach the host directly, speak to someone who works behind the scenes. For most radio and television talk shows, contact the show's producer. For radio and television news coverage, contact the news director. If you know a television or radio reporter personally, you may be able to ask your contact directly, but the news director has the final say on what goes on the air and what doesn't. Getting a hold of the right person at the station takes a little research. Start by browsing the station's website. If the producer's name isn't listed for a particular program, call the station and ask for the name and extension of the show's producer. Be ready to explain that you're looking for a press contact— stations get a large volume of daily calls from viewers and listeners. News and talk-oriented programs aren't your only source of publicity; you can also try getting air time on a popular local DJ show. Unlike talk shows, in many cases you can Using Press Releases After you've started a new project to get the media's attention, don't forget to write up a press release to let the world know you're active in the community. Many books have been written on how to write good press releases, but knowing the basic formula is a great place to begin. Every good press release contains easy-tounderstand information in five basic categories: who, what, when, where, and why. You don't have to be a journalist to write a good press release. Just explain in simple, easy-to-understand terms what you're doing and who it is benefitting, who to contact for more information, and how long your program, event, or promotion lasts. If you're promoting a product, don't forget to mention where it is sold. Always include your website, contact phone number, and email address in the release; consider it an extended business card for your practice and send it to every media outlet in your local area. You should also send the press release to your newsletter mailing list and include it on your website or blog. approach a DJ directly to make your pitch. If the show has one or two regular hosts, chances are those people are their own producers. If you're approaching a DJ who has a large on-air entourage, chances are they also pay a producer. Contacting producers, news directors, and reporters is sometimes easier than getting in touch with a DJ. Producers tend to work more traditional hours, while a DJ's schedule depends on when they are on the radio. Some stations also produce fundraising telethons to benefit local charities or, in the case of public television, to raise funds for the station itself. They may be looking for local celebrities and businesspeople to volunteer during the telethon. Consider contacting those organizing such an event as another way to get your foot in the door while helping a worthy cause at the same time. Making the Pitch You've succeeded in making your practice newsworthy, you got the appropriate name and contact information, and now you're set to make the call or send the email. What do you say to these people? It can be intimidating to reach out to the local media the first couple of times, but once you get used to the process you'll wonder why you felt so intimidated. Try following this simple template for your first few attempts until you're comfortable. 1.Introduce yourself and explain in layman's terms what kind of practice you have and how long you've been serving the