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Here's the fifth pitch Formula, my equivalent of the song's 5 Golden Rings.  It's the "fair play – getting your fair share" formula.  Build the pitch around why some person or group is being shortchanged and what they can do about it.

Formula:  "Is/Are ________ getting more
________ than  you are? ____ things you can do to turn the tide now"

Examples

Is your lazy co-worker getting more money than you are?

Are your pets getting more play time than you
are?

Make a list of between 3 –10 steps for "_____things
you can do to turn the tide now."

The formulas are from Radio Publicity expert Alex Carroll,
courtesy of Steve Harrison, publisher of the Radio and Television Interview Report
who just launched the free service ReporterConnection.com.  The examples are mine.   (DISCLOSURE: I am not an affiliate of
either of them and receive no benefit of any kind if you choose to work with
them.).

Happy Pitching!

This is the 4th day of my series of 12
tried and true pitch formulas that can help you craft a great hook for radio
and TV interviews.

The formulas are from Radio Publicity expert Alex Carroll,
courtesy of Steve Harrison, publisher of the Radio and Television Interview Report
who just launched the free service ReporterConnection.com.    (DISCLOSURE: I am not an affiliate of
either of them and receive no benefit of any kind if you choose to work with
them.).  The examples are mine.

pitch formula:  "What ______ never taught you
about ________"

Examples:

What your Dad never taught you about fixing your own car.

What your Doctor never taught you about mixing
prescription drugs.

Happy Pitching!

This is an idea that is similar to my recent post about "makeovers" and transformation stories.  Reporters know January is
prime-time for people to make a fresh start and re-invent something about their
work or their life.  To that end, story angles built around "RESOLUTIONS" may catch their eye at this time of year. 

Are you a change expert?  How can your advise show readers, listeners or viewers how to quit a bad  habit, develop a new habit, or otherwise improve something in their world?  The same list of topics my previous post suggested for a "makeover" story could be worked into a "resolutions" story.

What about the process of goal setting itself?  Could you an expert who can talk about what it takes to make and keep New Year's resolutions?  Or maybe your view is that resolutions are a waste of time. (controversy is news)

Play around with these fill -in-the-blank idea starters:

______ways to ________ and not_______. 

______steps to________and still _________.

Protect your_______. Don't let _________ scam you.

(corrected the spelling to read protect, not protest)

Examples:

5 ways to quit smoking and not pack on the pounds.

3 steps to get out of debt and still buy what you want.

Protect your credit.  Don't let identity thieves scam you.

media people do stories about "change/reinvention/transformation" all year round, but linking a pitch to that word "resolutions" is unique to this time of year.

Happy Pitching!

Here is Day Three in my series of 12 pitch Formulas:

pitch formula:  "_______ easy ways to fight
____________"

Examples:

Five easy ways to fight a bad job performance review.

Three easy ways to fight a traffic ticket and win.

The examples are mine.  The formulas are from Radio Publicity expert Alex Carroll,
courtesy of Steve Harrison, the publisher of the Radio and Television Interview Report
who just launched the free service ReporterConnection.com.  (DISCLOSURE: I am not an affiliate of
either of them and receive no benefit of any kind if you choose to work with
them.)

Happy Pitching!

Here's the next formula in my 12 Days of Pitches series:

Day Two –

pitch Formula:  "How to ________ without
____________"

Examples

How to get into a top college without having the best grades.

How to plan a dream wedding without driving everyone
crazy.

The formulas are from Radio Publicity expert Alex Carroll,
courtesy of Steve Harrison, the publisher of the Radio and Television Interview Report
who just launched the free service ReporterConnection.com.  The examples are mine.   (DISCLOSURE: I am not an affiliate of either of them
and receive no benefit of any kind if you choose to work with them.)

Happy Pitching!

For the next 12 Days I'm going to post tried and true
pitch Formulas to help you craft a great hook for radio and TV
interviews.

The formulas are from Radio Publicity expert Alex Carroll,
courtesy of Steve Harrison, the publisher of the Radio and Television Interview
Report who just launched the free service ReporterConnection.com.    (DISCLOSURE: I am not an affiliate of either of them
and receive no benefit of any kind if you choose to work with them.)  The
examples are mine.

Here goes –

 "_____ things you don't know about
__________
that could ____________."

Examples:

5 things you don't know about paying income tax
that could save you money.

3 things you don't know about eating at your
favorite restaurant that could make you sick.

(You
can come up with any numbers of steps but the easiest to cover in an interview
format are generally 3,5,7 or 10 steps.)

The
formulas will probably look familiar to you.  They are used all the time
in many different ways in print, on-air and online.  They're the kind of thing a radio or TV host says when they're going into a
commercial break and want you to stay around for the rest of the show. 

Use the formulas as a guide.  They are just suggestions to play with as you shape a pitch that fits your expertise.  It's fun to think up creative ways to fill in the blanks; I'm sure you'll come up with plenty of variations of your own.

Happy
Pitching!

My wish for the world is from a favorite carol:

Peace on Earth.  Good will toward Men.

It Came Upon a Midnight Clear mp3

To my readers, clients, family and friends:

I wish you all the joy and warmth of the holiday season and health and happiness in the New Year.

I look forward to keeping in touch in 2010.

Janet Vasil

(This is my 100th post – a milestone for me as a blogger.  I  love that I could make it a message for Christmas Day.)

Enjoy all the music at AMClassical.com/Christmas

Photo Credit: stock.xchng/Tinneketin

Anyone looking for media attention would be foolish to ignore the online possibilities. You can make a name for yourself today without any traditional media involvement at all.  In fact, old media is regularly going online to search for new media stars and stories.

Another great thing about the online media world is you don't have to wait for the media to find you. Steve Harrison of the National Publicity Summit and Radio and Television Interview Report is launched a new free service today called ReporterConnection.com that helps you connect with journalists looking for sources.

I've written before about the well established free services called Help A Reporter Out (helpareporter.com)known as HARO and Pitchrate (pitchrate.com). Another one I've heard of but haven't checked out myself targets bloggers specifically and is called BloggerLinkUp.com

Pitchrate just sent me an email saying they have over 100 active requests from journalists right now – tons of opportunities for anyone who wants media coverage.  It's easy.  No sending out press releases or pitching a story by telephone.  The reporters have already decided on their story ideas and angles. They just need experts and other sources to flesh out their reports.

These services are also a good way to research what makes something a "story" the media wants.  Monitor the queries to see the topics reporters are working on, how they are framing their queries and follow the ebb and flow of what's hot now. Can you see patterns?  How could your expertise fit into what they're searching for?

Remember to offer yourself as a source ONLY if you really do fit what they' say they want, really are an expert in that topic area…and if you really truly are ready to meet the media and handle it smoothly.  Please don't waste anyone's time. Play fair.

If you're new at seeking publicity, I recommend you start with smaller, local  media, then branch out to larger markets.  Don't go after a national magazine or big TV or radio show, if you've NEVER done a single interview.  Working with the media isn't difficult, but you don't want to fall on your face on national TV.  Get some seasoning on the local front and/or media training before you reach for the stars.

If you're media-ready: Sign up.  Respond to appropriate queries.  Showcase your expertise.  Without making a single pitch, you could be on your way to landing some free publicity.

As we approach New Year's Day, many on-air stories will feature some type of makeover.  The transformation story taps into the feeling many people have that when the calendar changes, you can turn a page in your life and make a fresh start at just about anything.  

What kind of expert are you?  Do you have a client who was transformed
with your help?  The idea of the underdog overcoming the odds is a powerful angle for a human interest story or apply the concept of "New Year New You" to pitch a
makeover story.  You want to craft a pitch that highlights you and what you do while
showing the audience ways THEY can, as Oprah says, live their best life in 2010.

Remember to think visually for TV.  What will viewers see?  TV especially loves doing stories where they can show off dramatic Before/After photos or video, or perhaps they'll want to watch someone start the journey to reinvention now and check back with them in a few weeks or months to view the end results.

For radio,  you might want to offer 3-5 tips for change and then lead the audience through a series of questions to help them make the improvements you are discussing.

Nearly any interest can be shaped to fit the makeover model.  The advise can also be aimed at a particular segment of the audience or
more than one group -  kids, teenagers, new grads, newlyweds, new homeowners, new
parents, downsized workers,  pre-retirees, etc.   

Think about all the shows you've seen with home building and decorating, fashion, weight loss, organization and cosmetic surgery changes.  Expert interviews and segments could be build around financial makeovers, career makeovers, menu makeovers, relationship makeovers, health makeovers, business makeovers, life makeovers. 

Makeover, Do-Over, Transformation, Reinvention, Self improvement, Personal or Professional Development
-whatever you label it, it's a theme that works at any time of year, but is especially appealing as January rolls in and there's more hope in
the air for a better future.  

A good way to get publicity is to link your "news" to a holiday of some sort.  Use the calendar to spot all the traditional ones for next year.  Circle them and map out your story pitching strategy.  Also get familiar with off-beat commemorations, awareness and theme days and months that could attract media attention. 

Marketing expert Ilise Benun recently wrote a  post in The Marketing Mix blog  with a list of fun holidays.   It should get your creativity cooking.

Use Google or your favorite search engine to find lists of "holidays
and observances" you can work with or re-work to fit your business or
field.   Ask the librarian at your local library reference desk about
books such as The Encyclopedia of American Holidays and National Days and Chase's Calendar of Events.

You can even "invent" a holiday of your own to celebrate.  A twist on holiday observances labeled  "the first annual" might make a successful pitch.

Even if the journalist doesn't mention your invented "holiday" specifically in the piece, they may still want to do a story about your clever gesture or celebration.

Let's hear some of your holiday ideas for next year.