Make the Connection.
Here’s where everything goes off the rails. And it is all because people have crazy ideas about how stories get into the press.
Just answer this question. What is the biggest unreported story in every city in America?
The media.
We know everything about the mayor and city council. Everything about our local sports heroes. Everything about the Brittney’s latest pub crawl.
But what goes on at a newspaper or TV station is largely secret.
Information goes in. But nothing comes out.
Because they are so secretive, a whole mythology has sprung up about how reporters get stories. This mythology may have lots of different faces, but it has gone largely unchanged for 50 years.
And it goes like this: Hire a “public relations” person. A person who by definition knows nothing about your business.
Send out a press release. Fill it with silliness and hyperbole. (God forbid you actually address it to a real person.) And sit back and wait for the phone to ring.
That doesn’t work. Never really did.