How To Use Your MEDIA RELATIONS To Establish a Media Noise and Make More Money

I originally began in PR employed in the entertainment industry. I had worked as an entertainment-oriented freelance critic and magazine editor, so it was a natural jump. Since then I've dealt with clients in health, medical,fashion, fine art and other arenas, nonetheless back then show biz was my forte. Soon after I began in the business, an actor employed us to launch a public relations campaign for her in Hollywood. She had just finished a run on a weekly TV series and was turning to a new a gig shift, eager to land additional feature films. I asked her if she could bring some of the media content and TV interviews she had been featured in. Her reaction was amazing. She had not videoed one TV interview or kept one magazine or newspaper clip. That wasn't her focus. She thought the reporter coverage was nice and a part of the job, but she didn't believe what a influential instrument it could be for her down the line. We were able to locate and recover some of her media coverage, but in a sense, press-wise, we were starting a campaign from scratch. Much of the news and PR equity she had built for herself was gone. There is a moral to be learned there and not just for those in the show biz industry. If used properly, press begets press. It is not a process that happens in a vacuum. When you launch a public relations or publicity campaign you want to be sure to use your television and radio appearances and magazine and newspaper articles to interest other media. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances (unless you're pitching a direct competitor).rnWhen writing or talking to the media, let them know about other segments or articles you have appeared in. Be practical in the media you send. If a feature pitch or interview has certain quotes you are unhappy with, you may want to copy only the parts of the interview you want highlighted. If you have a recently taped interview from a particular TV program and are now being considered by their direct competitor, you may want to think twice before sending that particular tape for viewing. And perhaps, even most importantly, use your media coverage to help boost your social media. No matter how important a media outlet, more people didn't see or read that article or see that TV segment than did. For example, before Oprah moved on, we had clients on her show that we then highlighted on Facebook, Twitter and other social media outlets. Sure appearing on the show was great for the client, but by highlighting that appearance via social media, we were able to magnify and amplify its impact. These are just some examples of ways to utilize your press. With a little thought and ingenuity, you'll come up with several more. Make your press work as hard as you do. It won't only land you supplementary media, but also bring you additional business and clients. Founded in 1990, Anthony Mora Communications, Inc. is a Los Angeles Public Relations Firm that focuses in the areas of Media Relations, Image Development and Media Training. We represent clients in a wide range of fields including health, beauty, entertainment, fashion, style and publishing. For more information, contact Anthony Mora at AnthonyM@AnthonyMora.com or Edwin Duterte at Edwin@TheViralPublicity.com.