Localize Your Message

Whether you are trying to promote your book across the world or your company to every city in the country, you need to localize your message whenever possible. The local news media, especially news/talk radio, love anything with a local angle.

On the one hand, you don’t want to deliver an entirely different media message for every market in the country. However, if you can come up with even one local example when fleshing out your key message points, you will go a long way in winning over the local news media.

For example, if you are promoting a new book about pure-bred dogs, try to find a particular dog and owner in the local media market that did well in last year’s big national dog show. Now you have a hook for the local media.

As always, your goal with media coverage, especially talk show appearances, is not about getting any one shot on the air. Your focus should always be about building long-term relationships with radio and TV talk show bookers, producers and hosts, plus local writers and editors. The real power of the media comes from repeat and regular appearances.

Anytime you find a local angle for a member of the media, a debt of gratitude is created. Over time, you will be able to cash in.

By T.J. Walker , president, Media Training Worldwide. He is “the leading media and presentation trainer in the world,” and “the #1 expert for executives seeking guidance on speaking to the public and media,” according to quotes from Viacom and Bloomberg TV. T.J. has trained thousands of executives and government officials over the last 20 years.