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•     What to say to TV stations to get them to cover their event
•     About free resources to publicize their charity event — especially if their budget is $0 to nothing
•     Which different newspaper departments to send press releases to
•     How radio is different than TV and newspapers
•     When to communicate to producers and reporters
•     Why people profiles trump organizational round-ups
•     And common time-waster pitfalls when publicizing an event
Here’s the transcript of Catherine and Michelle’s call:
Michelle Tennant:     Catherine
Catherine Porche:     Hi Hi Michelle
Michelle Tennant:     How are you doing
Catherine Porche:     I’m doing great how are you doing
Michelle Tennant:     Great So I am – let me just introduce you a little bit to everybody who’s listening to this recording okay
Catherine Porche:     Okay
Michelle Tennant:     This is Catherine Porche and she is about to do a fundraiser called the Nolichucky Splash to increase awareness of the wonderful work that First Descents is – you can read about them at firstdescentsorg what they do to raise money And what they do is they help people who have – they’re young adults with cancer And they provide them whitewater kayaking and other outdoor adventure experiences And that is intended to really promote their emotional and psychological and physical healing It’s a really worthwhile cause everyone And Cary first – her husband – Cary Porche – first learned about First Descents while he was doing some research on a philanthropy project that he and his wife could support So – and Cary’s an avid whitewater kayaker and Cary and Catherine are both realtors with Northeast Tennessee Real Estate in the tri cities area of Erwin – Tennessee right It’s not North Carolina I’m in North Carolina but you’re in Tennessee right Catherine
Catherine Porche:     Yeah That’s right
Michelle Tennant:     Okay And they have three boys and two Siberian huskies in Erwin So it’s really a pleasure to talk to you And this is – so this is just something that the two of you are putting on and then you’re going to do an annual fundraiser
Catherine Porche:     Well this actually is going to be the annual fundraiser the Nolichucky Splash And we just really were looking for a way – we gave money every year And we just wanted to be able to give more money And so I contacted First Descents because they said if you want to do a fundraiser So I contacted them and said “Ooh sign me up Where do I do a fundraiser” And their fundraiser was more of a door to door collecting money type thing And we just had bigger ideas and wanted bigger money So we started putting this together It started to snowball And I figured if I’m going through all of the learning experience of getting this together for one year I’m going to keep it going
Michelle Tennant:     Cool So I just wanna – people might be hearing a hum in the background Are you on a phone that’s far away from your cradle by any chance
Catherine Porche:     I’m actually on a cell phone at a remote location in the woods
Michelle Tennant:     Oh Oh okay So everybody’s going to have to just deal with the hum in the background If there’s any way that – like right now the humming has stopped so –
Catherine Porche:     I did up my window I’m in the car
Michelle Tennant:     Oh Oh okay
Catherine Porche:     My cell phone only gets reception in certain areas so –
Michelle Tennant:     Gotcha okay
Catherine Porche:     Erwin’s a little town
Michelle Tennant:     Gotcha Okay Well the other thing is people might not know who I am if this is the first time that you’re listening to teleseminar associated with Publicityresultscom I’m Michelle Tennant I co-own with Wasabi Publicity and I’ve been doing PR for about twenty years And the short story on what I do is I place people on Oprah The Today Show Good Morning America New York Times and all of the other media whether it be print or broadcast around the world And I have a long list of clients that you can check out at Storytellertothemediacom And we also – I have another firm that specializes in technology and search engine optimization and online press kits and so forth They have a free PR tool that everyone should be using if you want media leads And that is Pitchratecom And if you’ve not signed up for that you should Every day you get about a dozen or so media leads And these are requests from reporters And they’re looking for commentary or experts or stories to file whether they’re family or businesses So you should check that out So that’s who I am And if you want to look at the websites while we’re talking in this call you can go to Firstdescentsorg or Storytellertothemediacom or Publicityresultscom So talk to me a little bit about – Catherine is actually someone who is a personal friend And she knows that I do PR So she contacted me for assistance And I said “You know I think it’d be great to record this call so other people who are doing nonprofit fundraising events can actually benefit from the advice that I’m going to give to Catherine” So with that in mind what types of questions do you have
Catherine Porche:     Well my first question is what’s the most effective way to get the television people to cover my event Would it be best to go to the stations in person solicit them in writing like in a letter email phone – what’s the most effective – especially for television Because I’d like either media coverage to get on one of our little AM shows or something like that What’s probably the path of least resistance
Michelle Tennant:     Now you said one of the AM shows So also radio or just TV
Catherine Porche:     Well my question is mostly about TV but radio would be great too At this point I’d like to just get whatever I can get and I need to know – because I’ve driven past the TV station plenty and I saw that they had security like Fort Knox Because my original plan was to go in person I don’t know if that’s best What do you think is best
Michelle Tennant:     I think it’s a waste of time to go in person The only reason to go in person is if you want to drop off chocolates
Catherine Porche:     Okay
Michelle Tennant:     You might drop off a cake that has – they – what might be interesting okay is to drop off some food like a cake with a picture of one of the kids from First Descents
Catherine Porche:     Okay
Michelle Tennant:     And then like a little packet on the side Not too much just say “Hey” The who what where We’re doing a fundraiser for First Descents This is Linda and she’s a young person who has cancer and they’ve got whitewater experiences Just another way to kind of get in front of the crew But you’re definitely going to have to follow it up with personal phone calls I would just call into the newsroom and don’t call in and around the times they’re broadcasting And what you would say is “Hey I don’t know if you know but we’re doing something called Nolichucky Splash I’m a mom in the area This is something that my husband and I put together” And they’ll say “Great Tell us more about it Send us an email” That’s what they’ll say
Catherine Porche:     Okay
Michelle Tennant:     They might on the off chance because they’re in Erwin say “Send us a fax” And then you want to make sure you have everything together I love online links – that’s why we developed Presskit247com You don’t have to spend a lot of money and a lot – you don’t have to hire a PR team You can do it all yourself as well You can even just put up information about the Nolichucky Splash on social networking So you could just do a Linked In page or Twitter about it or whatever and those are all free services right
Catherine Porche:     Right
Michelle Tennant:     And I think even with Linked In you can put – actually you can print a flyer out pretty quickly off your information So if you were doing it yourself you would need to have the information online as well though So where you could also put photos and things like that So you might do a Facebook or a Myspace account where you can share information or share files Okay But you sent me some nice pictures via email of some whitewater shots That’s the most important thing to let people know “Well what is the opportunity” And if you just want them to cover the event then that’s – you want to let them know just a day or two in advance Like “Hey this is happening Come to our event” They’re going to say “Okay so” You want to give them something to photograph or someone to interview that’s got a compelling story or something compelling visually right
Catherine Porche:     Okay
Michelle Tennant:     So you might say – we’re just creating Linda arbitrary name out of the air She’s 13 she has cancer She’s going to be going down the river for the first time Blah blah blah blah blah You can interview her And then what was it about I would recommend doing that in advance so that the event can actually be publicized beforehand Because it’s open to the public right
Catherine Porche:     Yes
Michelle Tennant:     Yeah So give them something compelling to cover Hi I’m Catherine Porche I’m a mom in Erwin You just want to first say “I have a story idea for you do you have time to talk” And they’ll say “Let me know” Or “No we’re in the middle of something breaking news Call back later” And don’t be put off Don’t make it mean anything if they can’t talk to you/
Catherine Porche:     Oh right
Michelle Tennant:     Right So you can – then just quickly – you want to make sure that you’re talking – a lot of times what people will do when they’re talking to the media is they give the whole back story first You have to help the media locate what the hell you’re talking about at the very beginning
Catherine Porche:     Okay
Michelle Tennant:     “Hi I’m Catherine Porche I’m a mom and a business woman in Erwin Tennessee My husband and I have created something called the Nolichucky Splash It’s a nonprofit charity event that helps young kids with cancer experience whitewater and other outdoor adventures We’d love to connect you with one of these young people so that you can get a whole back story on how their life’s been affected or improved” And they’d be like “Oh well tell me” And then you get them talking about well what type of things do you like to cover like that And then they’ll say yes or no or I don’t know blah blah blah blah blah If you have a person of note – like a mayor or somebody that’s important then that’s also someone they could interview But the most important thing is to try to get them to do it before the event
Catherine Porche:     Right
Michelle Tennant:     And they may not They may say “Oh we’re just coming to the event” and that’s what you got so you can always then with the coverage at the event Then people will go to the website and maybe donate later
Catherine Porche:     Right
Michelle Tennant:     Same with print Like same with the newspapers Just make sure all the calendar people know And then just put your who what when where and how in an email or a Word document Get that over to them The photo that you sent to me would be something – do you own that photo
Catherine Porche:     Yeah That’s actually a photo of Cary
Michelle Tennant:     Oh great So then you just want to provide that as – you’ll see it all the time in papers and stuff They’ll say “Special to the paper” That’s just because it’s from the people – people are just giving them a photo to use But you want to say “Here’s a photo that you can use” They love photos make things visual
Catherine Porche:     Right
Michelle Tennant:     And then same thing Let them know about the opportunity to maybe interview a child or somebody with a compelling story from the nonprofit Or if you don’t have that then you guys are compelling stories
Catherine Porche:     Right
Michelle Tennant:     Why are you doing this Uncle Butch you share the story that your Uncle Butch passed of cancer So that may be something that you want to quickly say – say “Well we’re doing this out of personal reasons We’re just a couple in Erwin We decided to do this because our Uncle Butch passed of cancer and so we wanted to give back” And it’s a positive story It’s uplifting It’s about good charity work and how people can get involved It’s something that people need to hear about right now especially when an economy is down The newsrooms are really really clamoring for positive news stories So you would just call the – and you would call the station Let me give you a website that you can find everything for free
Catherine Porche:     Okay
Michelle Tennant:     Years ago we found this I’m in no way affiliated with it It’s called Usnplcom So it stands for – yeah US Newspapers List
Catherine Porche:     Okay
Michelle Tennant:     The Usnplcom And then you go in here So you’re Tennessee right Not North Carolina So –
Catherine Porche:     Right
Michelle Tennant:     Tennessee let’s see the – and then you go into the cities Okay here’s Erwin So there’s the Erwin Record okay And then you would – the paper is currently inactive it says Okay That’s fine That’s happening a lot around the country And then there’s the Beacon So then you would go into the Beacon And then – I’m on their website right now And then you would look at contact info Let’s see da-na-na-na-na Yeah contact us – right there on the left hand side And then you would just call that number See it says “Tips and press releases News@vbbeaconcom” And that’s where you would send your email It’s that easy
Catherine Porche:     Okay
Michelle Tennant:     And you would just give them the who what when where and how But you want to make sure that you put at the top – if you just say “nonprofit event” Catherine it’s going to sound like you’re from the organization
Catherine Porche:     Right
Michelle Tennant:     And it’s not interesting to them What’s interesting to them is that you’re just a mom and pop in Erwin doing this because your Uncle Butch passed
Catherine Porche:     Okay
Michelle Tennant:     That’s what’s interesting Like “What” Like an average person just takes it on And this – this – start with the sentence just like you did with me It was a really great thing – well the first email you said “I’m doing a fundraiser” right Blah blah blah blah blah Don’t start that way Start with the one you did below when we were talking about this call which was “My husband Cary and I recently lost our Uncle Butch to cancer And we feel that this is something that affects everybody in one way or another Then we decided to do a fundraiser” You want to take that last sentence and put it up top so that the news people can get what it is in a heartbeat And then you put- like in any news release you do like an upside down pyramid So the information is like really succinct at the top –
Catherine Porche:     Right
Michelle Tennant:     And at any point the editor can cut from the bottom But if all they did was read the first paragraph they would still get the news
Catherine Porche:     Gotcha
Michelle Tennant:     That’s how they – so they want the whole story in one or two sentences And then you can send that information the newspaper to the TV stations and also the radio stations So let’s look and see under Usnplcom let’s see who else is in Erwin So that’s – you can look and see who’s nearby
Catherine Porche:     Right
Michelle Tennant:     You can also look in North Carolina because Ashville may be interested in running something especially – probably just their calendar sections Maybe even Charlotte People drive
Catherine Porche:     Well we have a lot of kayakers coming out of North Carolina and we have some organizations that have donated out of North Carolina as well But we’ll also be drawing in some of the tri cities especially Johnson City –
Michelle Tennant:     Yeah
Catherine Porche:     As far as television radio etcetera Those are all located in Johnson City
Michelle Tennant:     Well if you look on the left hand side under Tennessee information So it pops up first just the newspapers But then you click on a little link called TV stations –
Catherine Porche:     Mm-hmm
Michelle Tennant:     And then you can actually look and see “Oh well actually they have a lot here” They have radio stations colleges and universities TV stations newspapers and restaurants all would be worth contacting
Catherine Porche:     Right
Michelle Tennant:     Right So the only one in Johnson City is WJHL under the TV stations And so that’s who you really want to cater to
Catherine Porche:     Okay
Michelle Tennant:     Is that who you’re passing
Catherine Porche:     Yeah
Michelle Tennant:     Okay So then you go about us – because the only drawback about this being free is that you’ve gotta do the research yourself You can purchase lists or you can hire a PR firm like my PR firm Wasabi Publicity and say “I want to hire you to contact everybody in the entire area” But it’s – for an event like this even local it’s going to be probably $250000
Catherine Porche:     Wow Okay
Michelle Tennant:     Which is not really budget efficient for someone who’s just doing an event You might as well put that money towards the fundraising right
Catherine Porche:     Yeah Since our goal is $500000
Michelle Tennant:     Right Exactly So then you just – this is how you can do it yourself Then you go to “contact us” and I always say you’ll know when you need a publicist Everyone’s like “Well when should I do it myself When should I hire a publicist” It’s just like –
Catherine Porche:     If you still have time to do it yourself –
Michelle Tennant:     Exactly –
Catherine Porche:     You don’t need a publicist
Michelle Tennant:     Exactly People who are just incredibly busy with their platform whether it’s a book or they’re a doctor or a lawyer they’ve got to have a publicist to move their career forward
Catherine Porche:     Right
Michelle Tennant:     Or they have a business that needs to be represented with the media because the media is calling them and they need some interaction That’s when you need a publicist It’s just like “Well when do you need a lawyer” Well you generally don’t need a lawyer unless you’re going to court Right
Catherine Porche:     Right
Michelle Tennant:     So you’re probably not going to need a publicist unless you’re already – now if you want to get the media’s attention there are plenty of ways for you to do it yourself So I’m in the tri cities – so I’m in this TV station’s – it actually takes me to the Bristol Herald Courier which is interesting which tells me that they have a partnership with the TV station and then this news – but regardless you can actually then – here it says “Have a breaking news story Have an event for the Bristol Herald Courier calendar” And there it is Email us at mdutton email us at bnews Okay
Catherine Porche:     All right
Michelle Tennant:     If you want to call them you can actually then make a phone call And then you’ll see who’s who You don’t want to call the advertising section You want to call the newsroom
Catherine Porche:     Oh okay That was my next question Who do I call
Michelle Tennant:     Yeah you don’t – well who do you want So the contact us button on this one sent me back to – so let’s go to the news channel Because I went over to the newspaper So here we are So you’ve got – there it is – Eleven Connects And then they say “Oh Twitter” So they Twitter again So you can also connect with them on their Twitter accounts or their Facebook accounts or so forth Or – in fact it’s interesting They have their profiles – their Linked In accounts their Twitter account Great So then you can actually contact them through that Now you’ve got producers anchors reporters assignment manager and so forth okay
Catherine Porche:     Okay
Michelle Tennant:     Sports anchors daytime hosts and meteorologists and the digital journalists and so forth Now probably not your meteorologists okay
Catherine Porche:     Right
Michelle Tennant:     Probably not your – although your sports reporter may really be interested I would go with a sports reporter to see if they wanted to do something special because it is related with sports And then if you got nowhere with him – like trying to get them to come out early I would also then just try your – I would just go down the list And then if you don’t get anything with the sports people then try your regular producers or reporters You might first go to the assignment manager who in your case is Doug Counts And he’s got his Twitter his email and his profile right there – everything that you need They might even have a phone number Let’s see No you’ll have to call the main number and then go through
Catherine Porche:     Okay
Michelle Tennant:     But he definitely – you can email him and everything on the website itself And then I’d think that you’d probably get it through Twitter – I would do all three He doesn’t have a Linked In account but he does have email and Twitter I would for sure email him and then back him up with a Twitter Like you would send an email and then you might follow up with Twitter Like ting ting ting Say – send him a direct message through Twitter and say “Doug husband wife starting a annual fundraiser for cancer – annual fundraiser benefiting kids with cancer so they can have outdoor activities or outdoor experiences” Something that short
Catherine Porche:     Yeah With Twitter you gotta be brief
Michelle Tennant:     So you can get – yeah
Catherine Porche:     Yeah
Michelle Tennant:     With the media you have to be brief That’s a really good analogy Keep in mind like Twitter –
Catherine Porche:     Right
Michelle Tennant:     When you’re dealing with the media and you’re giving them information it’s gotta be as succinct and brief as Twitter It’s the best
Catherine Porche:     I kinda – you hear in the media it’s a grassroots organization Am I a grassroots organization
Michelle Tennant:     Yeah
Catherine Porche:     Am I doing – can I use the term grassroots
Michelle Tennant:     Well you’re more than that – you’re mom and pop I mean I don’t really know I’d have to ask the nonprofit if they’re grassroots
Catherine Porche:     Okay
Michelle Tennant:     But you’re just a couple – you’re a local hero Like –
Catherine Porche:     Okay
Michelle Tennant:     If you feel funny calling yourself that then highlight Cary
Catherine Porche:     Okay
Michelle Tennant:     Is it Cary’s uncle
Catherine Porche:     Yeah it’s Cary’s uncle
Michelle Tennant:     Okay
Catherine Porche:     And Cary’s the whitewater kayaker I’m just the –
Michelle Tennant:     Yeah you’re the wife Now listen – what you could do is put Cary in the spotlight Catherine And then you could do all the work featuring him
Catherine Porche:     Right
Michelle Tennant:     And you could say “I would like to nominate my husband as a local Erwin hero a local hero Here’s what he’s doing His Uncle Butch passed He’s a whitewater kayaker He’s raising money for other kids – for kids who have cancer – so they can have whitewater experiences” And then just focus on Cary
Catherine Porche:     Yeah That might make it less awkward
Michelle Tennant:     Yeah Yeah
Catherine Porche:     Like because I can easily tell people he’s a hero I don’t really want to walk around going “Hey look at me”
Michelle Tennant:     And then they’ll get the story and they’ll be like “Well that’s neat We’ve got a wife who’s nominating her husband as a hero That’s cool Tell me more” And so they want to know then And the same with – so let’s go down to radio So that’s how you do the TV And literally you just keep going ‘til you get a no
Catherine Porche:     Right
Michelle Tennant:     Because some people will stop They’re like “Well I contacted them once” Well you know what They’re so freaking busy you may need to contact them seven times
Catherine Porche:     Right
Michelle Tennant:     So – wow I just went to the USNPL and the advertisement that they have is unbelievably inappropriate But that’s all right It’s a free site I’m like “Oh my God what is that picture” Anyway –
Catherine Porche:     That’s great
Michelle Tennant:     But it gets your attention right The advertising worked Okay so in Johnson City they’ve got a classical channel And so you’ll know which – because you’re a realtor you’re going to know which one of these is close to you and then you’ll – and then you can also look in the surrounding states But right now they only list WETS as being listed in Johnson City And so then you can contact us and ___ can see – okay they have an NPR station So they may do something – they may cover you locally
Catherine Porche:     Right
Michelle Tennant:     But you gotta kinda look on their – so I’m on their page And so what do I look for Okay So public radio for East Tennessee Southwest Virginia and Western North Carolina About us – well I’m actually going to go to programming first
Catherine Porche:     Right they’re –
Michelle Tennant:     Because I’m looking –
Catherine Porche:     That’s our local like – it’s out of ETSU the university here –
Michelle Tennant:     Yeah
Catherine Porche:     And I think it’s actually located in Johnson City And they just have a broad range of coverage
Michelle Tennant:     Yeah and –
Catherine Porche:     Will you –
Michelle Tennant:     So they’ve got – everything’s fed through NPR you can see But there’s a few – like under news and information is going to tap into what’s happening on the local scene
Catherine Porche:     One of the –
Michelle Tennant:     And you just want to call them and ask them if they actually have a producer – just ask them for a radio host that organizes any local news Call the main office and then say “Look I want to talk to producers that cover the local scene” And this is –
Catherine Porche:     Okay
Michelle Tennant:     And they may actually – because there’s going to be a lot of background natural sound and that’s great for radio Like you can hear the water You could hear maybe even outdoor – like the birds and the chirping and stuff So that would be something that may be interesting to them They may even interview you on a Sunday morning show or something like that
Catherine Porche:     Right Yeah and like the kayakers whoop and holler a lot too so – we also have – I’ve noticed as I flip around the different stations they all seem to be owned by Charter media
Michelle Tennant:     I doubt that Unless you’re – where are you seeing that
Catherine Porche:     Just on the radio station they’ll say that Like “A division of charter media” when they do their station identification
Michelle Tennant:     Hmm
Catherine Porche:     No
Michelle Tennant:     Well give me an example of one I just – I’ve never heard that It’s possible I mean Charter is a cable company –
Catherine Porche:     Maybe it’s not – oh gosh maybe I better go back and listen again Maybe – it seems to be all of the radio stations though are owned by one huge radio station And I guess it’s not Charter
Michelle Tennant:     Well the radio market is a lot like music used to be in that it’s getting redefined because of the internet
Catherine Porche:     Right
Michelle Tennant:     So popular names that you’ll hear are things like Clear Channel or XM or Sirius and so forth There’s a lot of conglomerates in the area – in your area in particular I mean from each region in the country it’s going to be different
Catherine Porche:     Right
Michelle Tennant:     But generally there’s something called internet radio and then terrestrial radio And things like these stations that are on USNPL that are listed under Johnson City that means it’s still terrestrial It means they have an office people come to it they actually broadcast out of their studio and so forth So – and generally in every city or area there’s still the terrestrially based stations and the AM stations Just listen to your AM radio and see which ones actually have the talk radio going
Catherine Porche:     Oh I remember It’s Citadel Media
Michelle Tennant:     Citadel okay Well that’s probably just the conglomerate in your area
Catherine Porche:     Okay So they’ll probably be harder to reach
Michelle Tennant:     And they generally do own a few stations So but just get on their website and see who’s producing shows And then you call the main office and say “Who’s your guest booker I’ve got an interview idea” And then you offer them Cary And when you get the person on the phone or you get into their voicemail say “Hi I’m Catherine I wanted to know if you wanted to interview my husband He’s a local hero He’s a whitewater kayaker His Uncle Butch died He’s now raising money for kids with cancer who want to go whitewater kayaking” And they’ll be like “Well that’s kind of interesting” “We’re doing a huge event that he created We just thought it’d be a great way to raise money for a great cause It’s called the Nolichucky Splash It’s an annual thing Call me” And then give a phone number that you can easily be reached because if they don’t call you and you don’t pick up the phone then it’s very difficult to play phone tag with them
Catherine Porche:     Right
Michelle Tennant:     So give them a way to without a shadow of a doubt reach you
Catherine Porche:     Right Okay
Michelle Tennant:     And then if you wanted to send them an email you can talk to the receptionist at the main phone number and see if she can give you their email Sometimes she’ll say “We don’t give that out He has to give that to you directly” And “Great Can I just leave a message in his voicemail Or her”
Catherine Porche:     Okay Okay now that’s all very good
Michelle Tennant:     Yeah So when you deal with the newspaper not only the calendar editor okay That’s like a done deal they’re just going to do the who what when where and how But also the sports editor Because the sports editor might cover it just because it’s a sports related thing But then you can also call the feature people And then let them know about the husband/wife story behind who you guys are as well as the realtor editor because you guys are both real estate agents     So you might just not stop until you get one of those editors to say yes
Catherine Porche:     And do I stop after I get one of them to say yes I don’t contact all of them –
Michelle Tennant:     Well I would contact the calendar editor first just to make sure it’s in there
Catherine Porche:     Right
Michelle Tennant:     Then I would start with the sports editor If you get nowhere with the sports editor then go to the real estate editor If you don’t get anywhere with the real estate editor then go to the feature editor
Catherine Porche:     Okay
Michelle Tennant:     And they may be the same person Now they’ve got really small stuff
Catherine Porche:     Right
Michelle Tennant:     But at the very least you can talk about it in a different way So if you’re calling the sports person you want to highlight the sports content If you’re calling the realtor person you want to highlight the fact that you’re realtors If you’re calling the feature person you want to highlight the fact that you’re just a mom and pop
Catherine Porche:     Right okay Okay well that’s good And then – but I shouldn’t double up Like say the sports editor says yeah I’d love to cover that I shouldn’t then turn around and get the real estate guy to cover it too
Michelle Tennant:     That’s your call And if you’re unsure you can actually ask the person who said yes first
Catherine Porche:     Okay Yeah
Michelle Tennant:     So you can talk to the sports editor and just say “Hey I’m so happy that you’re going to cover this Oh but you’re only going to cover on the day of the event Hey do you think I should call the features editor or the real estate editor Because I’m” and then he’s like “Why are you calling the real estate editor” “Because we’re realtors Or the features person because we’re a husband and wife team because I’d like to get some pre-event coverage” And then he’ll tell you “Oh yeah that’s a great idea Call Jan”
Catherine Porche:     Okay
Michelle Tennant:     And you don’t want to wait So the newspapers – because your event’s like at the end of August
IE;     Right
Michelle Tennant:     They want two to four weeks notice They hate last minute notices at the paper
Catherine Porche:     Right
Michelle Tennant:     The paper will probably do like a pre-event blurb about it And then they’ll probably send a photographer to get pictures the day of
Catherine Porche:     Well that’ll be cool And then –
Michelle Tennant:     Right And then the newspaper will probably just do a pre-event coverage like a few days before So if you can get them a kid with cancer who’s going out – maybe they even want to go out with somebody Like they actually want to experience going on the river or something Or maybe you can figure out with Cary’s network like how can they get them on a ducky or on a raft or something They may love that and cover that And so TV try to go for a pre-event coverage about a week or two before And then if you don’t get anywhere with pre-event coverage then the day before and the day of call the newsroom and try to get a camera crew out and just say “We’ve got kids with cancer They can be interviewed” and then get some approval with the organization or whatever “We also got people who are kayaking and that’s very visual” And blah blah blah blah blah And try to get them to come out that day
Catherine Porche:     Right No we have equipment We can definitely stick anybody from the news media that’s wants to into a boat and let them paddle around a bit
Michelle Tennant:     Let them know that
Catherine Porche:     Yeah so they can see exactly why it is so effective as a healing tool
Michelle Tennant:     Yeah Great perfect Yeah You might even have a doctor on hand or someone from the health field in Erwin who can actually be interviewed about why it’s effective healing Because then it just becomes like a credible expert And they’ll be like “Oh great This person’s got the whole package for me Awesome”
Catherine Porche:     Right
Michelle Tennant:     So you’re basically doing their whole work So you’ve got the compelling heart tug story “Ah somebody with cancer healing” And you’ve got the other person who’s the local hero putting it all together the do good Samaritan And then you’ve got the media expert who’s just a health expert “I’ve got health expert Dr Jennifer Glasco” – I’m just kind of pulling out names “And she can be on camera talking about the effects of healing if you want to actually cover that” So you’ve got like all the elements of good storytelling for the newsroom And it’s just a feel good story And you can even start with – when you call the newsroom – say “Do you have time for a pitch I’ve got a feel good story for you” “Oh yeah What is it” “Do you have time for a pitch It’s a feel good story about Erwin” “Okay Talk to me” “Well I’m Catherine Porche And it’s about my husband and he is a local hero” And if you get stuck at any point like you just don’t know what the hell you’re saying just say “Just forgive me I’m not a publicist or anything like that and I had a PR friend who was kinda coaching me to do this and just let me know if I’m not making any sense” And then they’ll have grace right They’ll be like “Okay”
Catherine Porche:     All right
Michelle Tennant:     “You’re doing fine You’re doing fine Tell me what the story is blah blah blah” They’ll help you
Catherine Porche:     Right
Michelle Tennant:     If you get stuck and weird at any point just let them know you’re not a professional PR person And – but you’re trying to give them the information that they need And then just ask them “What do you need” And they’ll prompt you “Well what’s the story about Who is it When is it What does it entail”
Catherine Porche:     Right
Michelle Tennant:     And just sort of your story is feel good story good Samaritan in Erwin wants to raise money for kids who have cancer who want outdoor experiences That’s the short of it
Catherine Porche:     Right
Michelle Tennant:     “Oh interesting Who is it When is it Background” And then the key elements would be “You can come out beforehand and take a whitewater rafting trip if you want to You can meet some of the kids We’ve got a doctor” Or if you can’t get a doctor maybe you can just get whoever is practicing – a nurse practitioner whoever is in the area and just say health expert “I’ve got a health expert who can also comment on why outdoor experiences are so healing” “Wow that’s cool And so who are you” “I’m the person’s husband – I’m the wife And so there’s also – you can come interview us We’ve got dogs We’ve got kids So a whole feel good kind of thing And we just want to raise as much money as possible for this great organization And we just chose them because our Uncle Butch had cancer and we thought it was a good idea”
Catherine Porche:     Okay I got a lot to do
Michelle Tennant:     Yeah you want to – like now’s the time Like this week
Catherine Porche:     Yeah –
Michelle Tennant:     That’s why –
Catherine Porche:     Now I have this afternoon slated and Monday afternoon – or Monday day
Michelle Tennant:     Yeah
Catherine Porche:     So hopefully I’ll get it done
Michelle Tennant:     Well just start with three
Catherine Porche:     Okay
Michelle Tennant:     That’s the other pitfall that people do They have to like call everybody and their mother No you have three shoe-ins And I just saw them You’ve got one TV station You’ve got one newspaper And you’ve got one radio station Start with them
Catherine Porche:     Okay
Michelle Tennant:     And then if you have time after you do the three that are located in Johnson City then you can branch out a little further
Catherine Porche:     Okay
Michelle Tennant:     But start with those three So that’s what That’s probably a half hour you’re done
Catherine Porche:     Okay you don’t want to spread yourself too thin too fast
Michelle Tennant:     No No and then why Because the truth of it is is you know in a smaller community the one news source everybody gets informed by –
Catherine Porche:     Right It’s the truth
Michelle Tennant:     Right Now let’s talk about national I think that you might have legs for something more national So I know you’re focused in and around and it’s limited time and it’s just you and all that But you do have the information to some local – or some national contacts I don’t know that CNN wouldn’t come out and cover it You might as well try
Catherine Porche:     I’m all about trying
Michelle Tennant:     Yeah Just let CNN know about it What are they going to say no Yeah look – under video you’ve got that stuff Just look and see who is your favorite national news Headline News and CNN you can just go to their website and they’ll let you know And you can just call it and they’ll let you know how to pitch them a breaking news idea Any newsroom that’s providing you breaking news will be set up to receive news And they’re also set up and used to hearing from just Average Joe and Jane Look at everybody doing the iReporters
Catherine Porche:     Right
Michelle Tennant:     You can go to the iReporter under CNN and let them know And they’ll consider your story
Catherine Porche:     Okay
Michelle Tennant:     They may never call you back They may never say anything but you might as well – look at USA Today is right here on USNPL Just look in there and then try – go in here and go “Okay contact us How do I contact them” I usually contact them from my personal contacts Let me see what they have publicly here
Catherine Porche:     Right
Michelle Tennant:     So you go news – you can go to the news – on the bottom on the left hand side it says “Contact us” So if you look at that – and it’ll say It says “USAtodaycom editorial advertising travel technical questions email content permissions” So then you go – you could also send a letter – just send a letter – and you can go editorial There’s sports weekly editorial And just click on that To find – so then you’ve got please – and then you’ve got a checklist Letter to the editor inquiry press release So there you go You could do both a letter to the editor and a press release
Catherine Porche:     Okay
Michelle Tennant:     Why not
Catherine Porche:     I can do all that
Michelle Tennant:     Yeah USA Today and then probably CNN or Headline News or Fox or one of the stations that you really like
Catherine Porche:     Okay
Michelle Tennant:     Good luck Will you let me know
Catherine Porche:     I’m putting on my gloves and getting ready to jump into the ring
Michelle Tennant:     Okay good So then – so if anybody wants to actually email Catherine let them know how to reach you
Catherine Porche:     Oh you can contact me directly at Catherine@tnhomehunterscom – it’s spelled the way you think it is No d’s or anything weird And then the other fastest way and probably the best way is Nolichuckysplashcom and there is a contact button on there also And it’s Nolichucky nobody knows how to spell It’s Nolichuckysplashcom And it’s a wonderful site You can buy a t-shirt or donate money there too
Michelle Tennant:     Oh yeah there you go That’s great Well you can just add a page here under your – for your press information
Catherine Porche:     Okay
Michelle Tennant:     So you can just put “Press kit” And it would be your who what where when and how and some photos they can use and then who to contact if they have more questions
Catherine Porche:     Great
Michelle Tennant:     And then you can just make sure that you’re leading with Nolichuckysplashcom so that they actually know that you’ve got a site set up to receive donations and so forth
Catherine Porche:     Oh okay
Michelle Tennant:     Yeah
Catherine Porche:     Okay
Michelle Tennant:     So this is great This is great And then you’ve got the supporters here Oh great you’ve got us listed here too I love it Nice
Catherine Porche:     Yeah Thank you
Michelle Tennant:     Yeah this is great And then yeah I would just add like a little something about – well you’ve got about First Descents But this is actually you right Doing it for First Descents
Catherine Porche:     Right It is – yeah Yeah
Michelle Tennant:     Yeah
Catherine Porche:     And there’s a lot of firsts you’re looking at here now So that’s our first website we’ve ever made so we’re hammering out the details
Michelle Tennant:     Yeah All right No it’s nice I think that you – how come you’re not – it’s not clear that you’re behind this
Catherine Porche:     Okay Behind –
Michelle Tennant:     So So – mm-hmm I would – this is – I know you’re not paying me for peer advice for Tennessee Home Hunters
Catherine Porche:     Okay
Michelle Tennant:     But I think that Tennessee Home Hunters should at the very least be under the supporters
Catherine Porche:     Okay
Michelle Tennant:     At the very least And then I think also over here “Join us for a fulfilled day at” ‘cause you’ve got River camp park – da da da “If you would like to learn more about” so down here “Proceeds from the event go to the First Descents If you’d like to – so join for the fun for a good cause and if you’d like to know more about us” or the coordinators “Check us out at tnhomehunterscom”
Catherine Porche:     Okay
Michelle Tennant:     I think – yeah because people – yeah I see your email Catherine Porche at the bottom here But about the event like you’ve got about First Descents and it goes there But then I don’t know that whole wonderful back story about who you and Cary are
Catherine Porche:     Okay
Michelle Tennant:     And about your Uncle Butch which I think is just really – people really get inspired by that stuff
Catherine Porche:     Okay
Michelle Tennant:     Yeah I would definitely – so you might have a home –
Catherine Porche:     We’ll make that more prominent –
Michelle Tennant:     Yeah home about the event about the event coordinators and then that’s all about you And then about First Descents donate event date report a broken link all that stuff Let’s see what else you got here Well this has been great I mean I think that people can hear about – the reason why I wanted to record this with you today was because I’ve given them – I come from a nonprofit background so I’ve given a lot of PR advice over the past twenty years to nonprofits and so forth And I have a huge commitment to only take on clients who make a difference And so we’ve represented some of the largest charities in the world One of the things that I always encourage them to do is people are inspired by the background story of the people So we often lead with the organizations But by and large we’re fascinated by stories about other people So don’t forget to keep bringing that story front and center Just like we’re interested in the children who have cancer We want to know how this personally affects them And that’s what has us open up our checkbooks
Catherine Porche:     Right
Michelle Tennant:     Right That’s why we want to help We want to help That’s why Katrina and 9/11 and so – like we were so moved by the people affected that the community comes around to be generous
Catherine Porche:     Right
Michelle Tennant:     People by and large are just looking to be inspired And they’re inspired by people versus just organizations They want to know who’s behind it Can I trust them Can I really And I wouldn’t worry about “Oh my God I’m being too self-serving by getting my realtor stuff out there” No People get that
Catherine Porche:     Okay
Michelle Tennant:     You gotta be – to be successful realtors you gotta be in the community So I think that that’s fine
Catherine Porche:     Well and ultimately we do want people to understand that we’re from here And one of the – I didn’t know how to talk about this eloquently per say One of my hardest nuts to crack so far has been getting the medical community to assist me in finding local young adults with cancer I actually don’t – we talked about having somebody at the event etcetera I actually don’t have somebody from here
Michelle Tennant:     Oh well why don’t you try – that’s interesting Well it’s probably because of confidentiality
Catherine Porche:     Right
Michelle Tennant:     Okay
Catherine Porche:     But I’m trying to get the information to them but I have no way of finding out if they’re getting it
Michelle Tennant:     Well what about something like another nonprofit like Team in Training So Team in Training is a bunch of athletes who run charities for kids with leukemia So they’re going to have a long laundry list of heroes – they call them heroes They connect the people I did a marathon with Team in Training years ago And there’s always local chapters
Catherine Porche:     Okay
Michelle Tennant:     So they may say “Oh well we want to get involved somehow” Which is fine Let them be a supporter But they – you can go to a local chapter and at least get in relationship with somebody to say “Look this is what our commitment is Our particular gig is whitewater I’m getting roadblocks Do you have any local heroes from Team in Training kids” Because what happens is the runner is running a marathon And then you’re connected with a child who has cancer Or an adult who has cancer
Catherine Porche:     Right
Michelle Tennant:     So then you’re actually running for that person So my guy’s name was Joey
Catherine Porche:     Right
Michelle Tennant:     And I got – I wasn’t in to whitewater at that point I just got covered in the news because I was running for Joey
Catherine Porche:     Right And that’s ultimately what we’d like We’d like to have $500000 is enough to cover – to send five people through the program We’d really like to have –
Michelle Tennant:     And you don’t have – if you can’t find somebody locally there may not be somebody local right
Catherine Porche:     Right
Michelle Tennant:     So then have Cary have a local – have Cary be the local tie-in and he’s actually kayaking or raising money for Joey who’s elsewhere
Catherine Porche:     Right
Michelle Tennant:     Maybe the kid – lean on First Descents And First Descents may say “Well we don’t have anybody in Erwin but we have somebody in DC” Okay well fine Let’s get a picture of that child and then Cary’s the local tie-in because he’s raising money for that kid
Catherine Porche:     Right Okay That sounds good
Michelle Tennant:     That’s also a way around that
Catherine Porche:     Excellent
Michelle Tennant:     And we can also – more and more media are using Skype interviews so that they can actually – it’s like Oprah uses Skype all the time to interview local people
Catherine Porche:     Right
Michelle Tennant:     And so we can always connect with the child through Skype – the local TV station can or through the phone or something like that Okay
Catherine Porche:     Okay
Michelle Tennant:     Okay Let me know if you have any other questions
Catherine Porche:     Okay
Michelle Tennant:     Okay thanks so much And everyone if you want to email me questions or commentary to get to Catherine remember you can reach me through the 411 information page at storytellertothemediacom And my personal email address is Michelle@publicityresultscom Two Ls in Michelle and an S on results And I really appreciate you sharing this session Catherine so other people and other nonprofits can benefit as well
Catherine Porche:     Well I sure appreciate all the generosity of your time And I know that this is what you do to give So thank you so much
Michelle Tennant:     Thanks so much Catherine It’s my pleasure
Catherine Porche:     Okay
Michelle Tennant:     Bye bye
Catherine Porche:     Bye
If you’re interested in learning more about how to score free publicity for you your business or event; or want to learn more PR tips focused on branding media training social media public relation blog marketing writing a press release — you name it — visit and create a free account where you’ll learn tips and tricks of the trade to help catapult you to success Author's Bio: 5 Your rating: None Average: 1.
   but simply provide you with medical and other benefits under the ‘employment umbrella’ as if you were a much larger organization. while understandable, green tea is brewed and drunk to treat stress and anxiety,hollister. but its effectiveness was not immediate. You need to decide if you're willing to accept that.By shen See all Articles by shyn queenGet Updates on Book ReviewsGet Updates on shyn queen Average: 0 Your rating: None Tweet When self-publishing your book there are couple of vital things to considerRelated articles:


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taire important permet de repousser littéralement les limites, c'est-à-dire d'élever le seuil de fatigue à partir duquel le cerveau déclenche la pause,sacs longchamps en solde, au risque d'épuiser ses ressources", explique-t-il.Son équipe avait déjà montré, dans une précédente étude en août 2011, que les récompenses monétaires améliorent l'apprentissage moteur chez l'homme et que cet effet passe par une libération accrue de dopamine dans le cerveau. De même,trench burberry, le sportif peut s'entraîner "plus intensément" si le résultat lui apporte un prestige social ou financier, ou l'étudiant qui prépare ses examens travailler davantage pour avoir une "bonne note" ou réussir sa carrière.Plus globalement, il ressort que le seuil de fatigue varie en fonction de la motivation. Le cerveau est donc capable de repousser ses limites en cas de stimulation, y compris émotionnelle, ce qu'on appelle parfois l'"adrénaline". Mais il détecte également le moment où il doit faire un break.Pascale SantiLe monde abonnementsProfitez du journal où et quand vous voulez. Abonnements papier, offres 100 % numériques sur Web et tablette.S'abonner au Monde partir de 1 Les rubriques du Monde.frInternational Politique Société Économie Culture Sport Techno Style Vous Idées Planète Éducation Disparitions Santé Les services du MondeLa boutique du Monde Le Monde dans les hôtels Formation anglais Annonces auto Annonces immo Tirages photo Rencontres Shopping Comparateur crédit Devis travaux Conjugaison Programme télé Jeux Météo Trafic Prix de l'immobilier Sur le web Actu cin ma Hors-s rie Th tres Paris Formation culture Restaurant ParisLes sites du GroupeTélérama.fr Talents.fr Le Huffington Post CourrierInternational.com Monde-Diplomatique.fr Les Rencontres professionnelles Le Monde La Société des lecteurs du Monde Le Prix Le Monde de la rechercheCuriosity procède à un premier forage du sol sur Mars
Le MondeTélérama Le Monde diplomatique Le Huffington Post Courrier international La Vie au Jardin S'abonner au Monde àpartir de 1 € Services Le Monde Curiosity proc de un premier forage du sol sur MarsLe Monde| 10.02.2013 08h42 Mis à jour le10.02.2013 11h07 Le robot Curiosity a pour la première fois utilisé sa perceuse pour forer un trou dans une roche de la planète Mars afin d'en prélever un échantillon et l'analyser, a annoncé samedi 9 février la NASA.Le robot, qui s'est posé sur la Planète rouge en août, a utilisé "la perceuse fixée au bout d'un bras robotique pour forer dans une roche plate et veineuse et prélever un échantillon de l'intérieur", affirme l'agence spatiale américaine dans un communiqué.Lire : Sur Mars, Curiosity voit rouge"Le robot le plus avancé jamais conçu constitue maintenant un laboratoire d'analyse complet", s'est félicité John Grunsfeld, un responsable de la mission, cité dans le communiqué. Selon lui,polo burberry pas cher, il s'agit de "l'accomplissement le plus important" depuis l'arrivée du robot sur Mars.SAVOIR SI LA VIE MICROBIENNE A PU EXISTER La NASA estime que ces échantillons de roche, prélevés dan
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