'Green' to PR? Learn how ‘reduce-reuse-recycle’ applies to you
REDUCE your message.
Yes, you’ve written an entire book on the topic, maybe even several, but what you need to remember is that the media often just needs the highlights. Because of time and space constraints, practice reducing long-winded answers into a few well-spoken statements. You’ll do yourself a favor and be quoted accurately, coming across polished. You’ll also help the media by feeding them the vital morsels of information they need to tell their story. Don’t be afraid to invent your own media buzz words too! We have a lot of fun coining catchy terms that capture a trend or story hip to your message. For example, did you know many 20- and 30-year-old females are taking up hobbies traditionally reserved for the older generations, like Bunko and knitting? That’s right – it’s all part of a trend we’re calling “granny chic.” Other recent buzz words topping our list: “bromance,” ”evangel-atheist,” and “frenemy.”
REUSE your credentials.
As an author, if you’ve become a sustainable expert in the media, it’s likely that you’ve earned a coveted spot in a reporters “expert source file.” Congratulations, you’re among the top go-to experts in your field! Sustainable experts are those who will have the best likelihood of sustaining a long career in the media, so position yourself well and often. Look for secondary and backdoor credentials that could turn the heads of reporters covering different beats. For example, a medical doctor with a book on relationships would be pitched for pertinent stories to medical industry beat reporters, consumer health reporters, even lifestyle and love/relationships writers.
RECYCLE annual stories.
Every year, reporters will look for ways to put a fresh spin on seasonal stories such as back-to-school, Mother’s Day and even Earth Day. Because certain topics in the media are evergreen, you can get more mileage by appealing to them with new takes on those seasonal stories. Rather than pitching the same story, look for creative ways to package yourself as an expert. Last year, we pitched a client for Father’s Day stories – the clincher being that the client was a single mom whose message appealed to fatherless households. The idea was well-received and many producers sought her out for interview.