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Becoming Buzzworthy

News Story

Want to see your name in black and white, and read all over? Media Relations has a few helpful tips when it comes to creating buzz and getting mainstream media mentions.

Pace faculty and staff are experts in their fields. They’ve been quoted in the Wall Street Journal, USA Today, The New York Times, and more. In fact, your Pace colleagues have sounded off on topics like finance, the future of higher-ed, feminist theory, and so much more in this month’s Fit to Print column. Want to see your name in print, on air, or online, too? Follow these helpful tips from Media Relations:

There are many ways to be interviewed by or featured in mainstream media. The easiest include:

  • Press Releases: Write and format a compelling 500–1,000 word (1–2 page) press release on a timely and/or controversial issue. Distribute it via a wire service (AP or Reuter’s), send it to a targeted list of media outlets, or pay to have it sent via an established distribution platform (PR Newswire).
  • Media Pitches: Cultivate relationships with journalists at high-profile media outlets and/or covering your area of interest. Once you know a reporter, scoring exposure is oftentimes a product of simply asking for it.
  • Op-eds: An essay in a newspaper (or magazine) that appears “opposite the editorial page.” It gives the opinion of the writer on a timely and usually controversial subject, and is written by a person not employed by that publication. Oftentimes, it’s mistakenly referenced as an opinion editorial.
  • HARO: An acronym for Help A Reporter Out, it’s a database created specifically for journalists/media outlets seeking experts on specific subjects. After registering as an expert, you may receive e-mail alerts from journalists seeking your insight and participation in high-profile stories, many of whom are on deadline and need a subject specialist or authoritative voice quickly. In addition, you can make pitches to top reporters from national, regional, and local media outlets. Access HARO at www.helpareporter.com.

Be media worthy by being interesting. Think like a journalist. Talk in sound bites. Cover something new. Be controversial. Have an opinion. Take a position. Challenge conventional thinking. When writing, make sure it’s simple, straightforward, and clear—but strive to make it read like a best-selling novel. Respect the journalist’s time. You have just seconds to distinguish yourself from hundreds of others vying for the same media spotlight. Be strategic—state your case as powerfully as you can in your subject line or in the headline of your press release. The more you try, the better you’ll become—and you’ll discover that scoring press coverage is easier than you think.

There are literally hundreds, if not thousands, of ways to project yourself into print, broadcast, and Internet media. The methods outlined above present the easiest and most immediate methods for college professors and members of the academic community to position themselves for high-profile coverage.

For more information or advice about how to become buzzworthy or mentioned in mainstream media, contact Executive Director for Media Relations Scott Trent.