"Unraveling the Media Mystery"
By Susan Young, President, Susan Young Media Relations, Inc.

The first newspaper, The Corante, was first published in London in 1621. The first radio station KCBS hit the airwaves in 1909. The first TV stations DuMont and NBC went on the air in the 1947.

From the early days and through all of technological strides the world has seen, an aura of mystery continues to swirl around the media. Reporters, editors, photojournalists and other news decision makers wield immense and unspeakable power to influence millions of people every minute of every day, 365 days a year. We've seen and heard the messages, the videos, the words and the pictures. We've even seen pictures and video that needed no words or explanations.

The media has brought us news of sheer joys and sheer horrors. It has brought us messages that were spoken and unspoken. The media has been the vehicle to literally bring us to tears; tears of both joy and sadness. Fireside chats with President Roosevelt, the first televised presidential debates between Kennedy and Nixon, squealing overwhelmed teenyboppers gazing at Elvis and the Beatles on the Ed Sullivan Show, exploding space shuttles, assassinations, parades, crumbling towers and the joys and tribulations of every day life.

While we understand the stories when we are in the audience, as business owners who want publicity for our firms without having to pay for advertising, we must come to understand the news industry and the stories from "the other side." We have to be fully aware of where our companies, organizations, people and activities "fit in" within the newscasts and printed pages. We have to understand why some stories get covered but most don't. We have to walk the proverbial mile in the shoes of a reporter and truly think about what gets their attention and why. Publicizing your business through news stories and interviews, and positioning ourselves as "experts" in our fields, means that we have to create news, not news releases. Quality news releases and valuable stories will get the attention of the reporters, editors and producers. Filling a quota of 8 press releases a month without any "real news" will quickly make you a "newsroom pest."

It's time to make sure our pitches turn into homeruns.

Once we are able to better grasp the "other side", we will pitch better quality stories, we will develop fresh angles, we will discover new visions and trends in our fields. We will have taken the first step in unraveling the media mystery.

Maybe the first step you can take right now is to visit a newsroom and observe and watch what the reporters are doing. Listen to the conversations, the remarks. Understand the thought process in story development. Walk a mile in their shoes. Catch a glimpse of the other side. It is here that you will begin to unravel the media mystery.

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About the Author:

Susan Young works with businesses who want to increase their publicity, credibility and revenues with public relations. She’s a news and communications expert, and President of Get in Front Communications, Inc. Susan also works with professionals and college students who want to improve their communication, leadership and self-confidence. She can be reached at www.getinfrontcommunications.com or call (210) 375-6422.