Broadcast Your Story
Throughout my broadcast news career, people continually asked me, “How can I get MY story in the news?” Actually, the first thing they usually asked me was, “Who does your hair and make-up?” (me, myself, and I), followed by, “What’s your co-anchor REALLY like”? (no comment). THEN they would ask how to get in the news. They wanted to know, what’s the secret to getting noticed? How could they get that producer to return their call or email? Or, how could they create a memorable keynote speech – or ‘elevator’ speech? Or, how could they generate publicity for their company or school event? They’re essentially all asking the same question: How do I share my story?
I’ve spent two decades learning how to ‘cut to the chase’ and find the most compelling story angles of countless news events. Along the way, I’ve developed a fairly good sense of what should – and should not – make it into the daily news. It all boils down to the same criteria: Why should I care? Will people connect to this story? We all want to feel connected to our world. It’s one of the most powerful emotions you can tap into. Facebook is a perfect example of this. And conversely, if people DON’T feel connected to your story, you’re pretty much dead in the water. It’ll just become one more forgotten tidbit in our over-booked, overly-cluttered lives. So, how do you connect?
The first question I always ask people is, “What’s Your Story?” Whether you’re pitching a story to the media, drumming up an elevator speech – or keynote speech – or organizing a charitable event, you have to know your story (or your brand, as people often say). So the first thing you need to do is define your story. If you want to connect with people, you have to be very clear about who you are and what your message is. To determine your story, start by asking yourself three questions: Who am I? What do I do? Why should people care? Once you’ve answered each question in a succinct, compelling manner, refine those answers and practice saying them out loud, in front of a mirror, or to anyone who’s willing to listen. Get comfortable with your story. Believe in it. It has to be sincere, because we can all smell a phony a mile away. Once you have your story down, you’re ready to share it with the world.
The second question to tackle is, “Who am I trying to reach?” In other words, who do I want to share my story with? Who is my target audience? Is it your child’s school? Your colleagues at work? Your clients? Your community? Figure out who you’re trying to reach, then think about what THEY care about. Find that common denominator between you and your audience. Make the connection. Then refine that part of your story that will best connect to your audience. For example, say you’re a mom on a fundraising mission for your kids’ school and you’re trying to spread the word beyond your immediate school community. Perhaps you can write an editorial to your local paper or neighborhood news site. Post articles on your social media sites and area blogs. Ask your friends and family to forward those posts. Hang banners around town. Offer to speak at community gatherings. Define yourself as a parent on a mission to help our kids. Stress why you’re so concerned about this fundraiser and the larger issues behind it. Maybe it’s heartbreaking for you to see your kids at risk of losing a crucial school service. Use that angle to connect with other parents (and media) in your community and generate support. Now you’re not just emailing other parents and asking them to donate to another fundraiser. Instead, you’re sharing your story – wrapped around a compelling issue – and connecting with your target audience. No matter what the circumstances, know your story, know your audience, and learn how to best connect with them. Then you can really ‘cut through the clutter’ and Broadcast Your Story to your world.
Up next, some tricks of the trade to help you share your story and connect with the media.
10 Responses 
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Thanks, Annie!
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Excellent article and easy to understand explanation. How do I go about getting permission to post part of the article in my upcoming news letter? Giving proper credit to you the author and link to the site would not be a problem.
you have my permission – and thank you for asking!
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