MANY people would love to gain some media exposure, but struggle with the angle for their press release. The more unique your idea, the better your success. Just announcing you’re launching a business or blog isn’t news – unless it’s something incredibly unique.

There are many ideas out there. Here are 10 to get your started:

1. Keep abreast of the news and be prepared to put yourself forward if a topic ties into your business or blog. You can release a statement with your viewpoint on the news item. For example, statistics have revealed there are now more mummy businesses than women in boardroom positions. This is a perfect opportunity for a mummy business owner to discuss why she chose her own business over the boardroom.
2. Put a poll on your website or blog or set up a survey. If you gain a significant number of responses to your question, use those results to craft a media release revealing the results.
3. Host a major charity event or raise a large amount of money through the product you’re selling and donate it to a worthy cause.
4. If you’re selected to appear or speak at a national event, it’s a great opportunity to promote yourself. Just make sure the event organiser is comfortable with this.
5. Use the skills you have to create a free class or demonstration for your local community. This allows you the opportunity for a preview story and coverage on the day.
6. Enter yourself into state, national and international awards. If you win, it’s an opportunity to gain media exposure. The bigger the award, the greater the chance of a story.
7. A new product release. Just make sure the product is, again, unique.
8. You’re mentioned in someone’s book, an international publication (magazine, newspaper etc) or featured on national television. Just be careful to avoid approaching media outlets about how you appeared in a rival publication – ie, don’t approach a Fairfax newspaper about how you appeared in a News Ltd paper.
9. Someone famous is photographed with your product, mentions it in an interview or comments on your blog. With the web making the world a much smaller place, don’t rule this out.
10. If you receive a grant, scholarship or are selected for an overseas study tour. Local media love championing their own.

This week is the final in the Media Room series here on Three Li’l Princesses. However, don’t despair, the series is now continued on the new Mum PR site dedicated to helping bloggers, small business owners and other organisations pitch their stories, brand or product to the media.

IF YOU’VE sought out this post from our Media Room, then I’m guessing a “congratulations’’ is in order. Your press release was successful and now you’re planning for that interview. Apart from “breathe’’ and staying relaxed, there’s a few tips you can follow to make a media interview less daunting.

1. Be prepared. Know what you want to say and then say exactly what you mean. If need be, take in notes, but don’t ever “read’’ them during an interview. Know your topic and be interesting. The better the interview, the better the story.
2. Make sure your key message is catchy. If you can, have it within a “golden quote’’ – that is a line a reporter can’t help but want to include. Be witty, but best of all, be honest. If you are saying/doing something which is false, it will show.
3. The best way to emphasise your key message is to repeat it. Stay on message. Say it 100 different ways, not the same way, but say it!
4. Be clear and concise with your answers. The quickest way to get misquoted is to ramble, go off topic and start using jargon. Don’t try and use big words. It’s the old “KISS” principle (Keep It Simple Stupid).
5. If you don’t understand the question, don’t be afraid to ask for clarification.
6. Always answer. If you get thrown a difficult question, answer briefly and then put forward your key message. You should also be prepared for such questions beforehand. It’s best not to say “no comment’’ as it implies you’re hiding something. It is acceptable to say “I’m unable to speak about that because…’’.
7. Use personal anecdotes and stories that illustrate your point and give examples. Be prepared to open up.
8. Do your research and have facts and figures at hand to emphasise your point. For example, one in three women will seek help with breastfeeding; our business is the first to win this award in 20 years.
9. Never mention something is “off the record’’ or provide information you don’t want included in the interview unless you have a personal relationship with the reporter or previous experience with them. Some reporters may not honour this.
10. Always be presentable. This is obvious for television, but if for print, you may need to be photographed.

Written by a journalist, who happens to be married to a deputy editor

How do you think you’d cope in an interview? Have you been interviewed before? What tips would you give others?

EACH newsroom receives up to 500 emails a day and not even 50 of these see the light of day. Chiefs of staff spend the first part of their morning culling that list to find the gems and get rid of the spam. This is where your email can easily be deleted.

Here are some tips to avoid this happening to you and get your release inside the newsroom:

• First, pitch to your local media (newspapers, radio, magazine, TV and even blogs and podcasters). Local media love championing their local success stories.
• Figure out where you want your story to be told – ie, in the news pages, lifestyle pages, afternoon radio segment, TV morning show – and familiarise yourself with that vehicle.
• Pitch to the relevant person, or your story could get lost. Are you looking at it being a news item (then ask for the chief of staff or, even better, a specific news reporter) or on the afternoon drive program (ask for the radio announcer).
• Phoning directly is the best option, but avoid timing it with their deadline. Ask for their direct email address to send the release to and try to get their direct phone number too.
• Media organisations are more accessible than ever, thanks to their increased use of social media. So if phoning has you curling into the foetal position, consider contacting the organisation via Facebook or Twitter. Bear in mind, in some instances this isn’t as effective as phoning.
• Take time to customise your release to each media outlet on your list so they’re receiving exactly what they’re interested in and personalise your address to them (which also includes spelling their name correctly).
• Send off the release immediately. Don’t wait until the next day or week. If possible, make sure you’re giving them plenty of time – either before morning conference where much of the direction for the day is made or days in advance (but don’t forget to include an “embargo’’ if needed).
• Always follow up with the same person if you don’t hear back from them. Chiefs of staff and reporters sometimes get sidetracked with other stories. It’s not to say they’re not interested in the story you’re pitching, it’s just there’s so much else to follow on any given day.
• Nobody likes to be pushed into things. So just offer up the story, politely give a reminder if you haven’t heard anything and, if all else fails, work on the next media outlet. If it doesn’t get picked up, don’t be offended. Sometimes it just comes down to timing.
• Building a relationship with the reporter, announcer or presenter is important. This means next time you have a release, you have someone to go to. In turn, when that reporter needs a story in your niche, they’re more likely to contact you.

If you’re unsure how to put together a press release, check out the step by step guide to writing a press release and example of a press release. Then you’re ready to write a press release that gets noticed. If you’ve already put together your release, then what are you waiting for? Time to make that call!

If you would like to know when the next tutorial in the Media Room is posted, don’t forget to “like’’ us on Facebook. Next week we tackle: How to survive the interview.