There is not useful, quality content being created. Readers are looking for it. Publishers want to get their hands on it. Smart companies are leveraging it.
You can
hear it every time you turn on the television.You can feel it emanating from those you work with.Perhaps it even keeps you up at night:fear.Fear of our uncertain economy, of loss, of what the future holds.Because we’re going through a state of flux
right now, many people have adopted a siege mentality, hunkered down in a
metaphorical bunker, waiting for the challenging times to pass by.
“What I know for sure is what you
give comes back to you.”
--Oprah Winfrey
I guess it’s
inevitable when working in PR to find yourself in a room with clients who ask
you to get them or their products on Oprah.Nationally, 7.4 million people watch Oprah every day.Her support of a product, service or even
political candidate can translate into huge results.Naturally people are interested in getting
onto that set, sitting beside Oprah on that leather couch, and basking in her
seemingly Midas touch.
Now, in
addition to getting on Oprah, you could also win the lottery, take a rocket to
the moon and lose 30 pounds in 30 days without doing a lick of exercise.I’m not saying these things can’t happen.I’m just saying they are extreme long
shots.Oprah’s staff does not sit and
wait for people to call them and pitch story ideas.They actively search for hot trends or ideas
and then research the top findings that fit their areas of interest.
The energy
entrepreneurs hold captive in the vague goal of “get on Oprah” can detract them
from doing things that can help them build their brand awareness in a more
practical way, such as “send out at least six newsworthy press releases a
year,” “invite my local business editor to lunch,” or “review a year’s worth of
my industry trade journals and come up with at least three story ideas to
suggest to them that relate to my product or service.”
If you want
to get on Oprah, perhaps the best way to go about it is to focus on becoming so
spectacular in your niche, and do something that impacts people so deeply or
helps their lives so much that you become a magnet for not only Oprah, but many
national media outlets.In the meantime,
consider other potential outlets you may be overlooking, that could be a
perfect way to tell your unique story.
Barbara Wayman, president of BlueTree Media, LLC, publishes The stand out newsletter, a free monthly
ezine for people who want to know how to leverage the power of marketing and
public relations. Get your free subscription today at www.bluetreemedia.com/ezine.html
This article may be reprinted when the copy right and author
bio are included.
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