When creating and pitching stories for your organization, your ability to be subtle and get your message out without sounding like a paid advertisement or conceited fool will be important.

Most politicians are great at this but it often comes from years of practicing. Listen and watch carefully when politicians speak, even if it’s not an election year. They often have the ability to weave in a quick detail or mention of something that they have done in the past that subtly reminds the public about why they are valuable and important. When done properly, it raises credibility and does not sound like a sales pitch or an ad.

As a public relations and news professional for the past 22 years, I coach many clients who are preparing for news interviews that my firm arranges. While waiting in the ‘Green Room” prior to many radio and TV show tapings, I mention several ways for them to toot their horn while being subtle and professional.

Here’s an example. If you are doing a show that is live or live-to-tape (meaning it likely won’t be edited for content), don’t wait for the host to ask your web address or contact information at the end. What if they forget? It’s your priority to weave it in during the course of the interview. For instance, if you are talking about strategies to keep your tax files organized, you can mention a few quick ones and then allude to your “Top 10 “ list on your website and actually give the URL.

Many people will mention their website and never give the web address. By planting this seed to your audience, which can take about five seconds, you are encouraging and motivating them to look at your site as a resource for information and help. The web address mention is a natural fit in that moment of the interview. It requires only that you think on your feet.

Tooting your own horn can mean that you mention an award you’ve won, an appointment you’ve received, or a recent company anniversary or milestone. If your press release or interview is on a mentoring program and you need volunteers, come right out and state in a very specific sentence that you need 5-10 volunteers who can spare an hour a month to help with a high school business student mentoring program.

Plant the seeds and practice your line so it is conveyed in a strong yet natural way that people will want to respond.

-Marge Piercy, author

“You don’t have to see the top of the staircase to take the first step.”

– Martin Luther King, civil rights leader

Thurs., Sept. 28, 2006- Seminar- “Proactive Public Relations”- Organized by the Monmouth-Ocean Development Council (MODC).  8:00 a.m.-10:30 a.m. Open to the public. Location: TBD

Sat. Sept. 30, 2006- Workshop - “Unraveling The Media Mystery: How to Manage Reporters and Influence the News”- Organized by the NJ Self-Help Clearinghouse, Ocean Place Resort & Spa, Long Branch, NJ.  12:45 pm.-2:15 p.m.  Open to the Public.

Tues, Oct. 3, 2006- OceanFirst Foundation and United Ways of Monmouth and Ocean Counties.  Private presentation.

Wed., Oct. 4, 2006-Workshop – “Tricks of the Trade: How to Leverage the Media”-Organized by the Nonprofit Center at La Salle University, Philadelphia, PA.  9:30 a.m.-12:30 p.m. Open to the public.

Thurs., Oct. 12, 2006-Two Workshop Presentations – “How to Move from Mediocre to Magnificent”-17th Annual Enterprising Women’s Conference organized by the San Antonio TX Chamber of Commerce. Marriott Rivercenter Hotel, San Antonio, TX. Visit www.sachamber.org .  Open to the public.

Fri., Nov. 3, 2006- Workshop- Organized by ASAH, Atlantic City, NJ.  Private presentation.

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