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-Well, make it easy for them, like you said. Make it easy for them. So let's look at this. So we say-- here's the headline. Look at this. Cutathon seeks to raise $10,000 for local boys home. Which one of these six is this?
DAVID: That would be charity.
-Boom. Charity. Boom, OK. Now, the next part says, location number two at 91st and Yale, next stop Denver. A Tulsa business is hosting a Cutathon to benefit the Tulsa Boys Home. Information is available at [INAUDIBLE] .com. Scroll down.
And then, these are the quick facts. You got to have them. Quick facts, they're facts. They have to be 100% true. So the where, the when, the what, the who, the why. Again, the where, the when, the what, the who, the why.
Every single press release has to have this. And then the bottom, you put those little asterisk there, so there's three of them in the center. I don't know why you have to do it, but you do.
And if you don't, the media's like, (SNIFFS) smells like a rookie. So you have to send it in there. And so [INAUDIBLE] has to be on one sheet of paper. Cool?
-So then, step three, and this is a game changer. After you've written your press release-- you've come up with a story. You've written your press release. Now, you have to find the reporters who are likely to cover them. So you have to find-- again, find reporters with the right bias.
I'm not going to get super political, because it doesn't matter. But is it reasonable to think there's people in the New York media that can't stand Islamic belief, the Islamic belief? They think they're all radical. There's probably reporters who think that Christians are nuts.
There's probably reporters who love environmentalism. There's probably reporters that hate the military and that love the military. There's reporters who believe global warming is happening now and some that don't believe it all, right.
Every reporter has their own bias. They shouldn't, but they do. And how do you know? Just look up anybody in your community-- so let's say that you were the one writing about the haircuts-- just look up charity, and then the name of the local news stations.
So you look up, like, Channel 6 charity, right. Channel 8 charitable donations. "Richfield Newspaper" charitable, charity. And look for anybody who's written stories about charity. And why would you want to look up those people?
-Because those are the people that write the stories.
-Step 4. Oh, yeah. Step 4. Step 4. This is the final step. Pitch, send, follow up. It's all just kind of a boom, boom, boom. So this is how you do when you call the media.
I'm going to pretend for a second, David, that you are the reporter. By the way, if you're a reporter and you have to write an article every single day, are you busy?
-You would want to be busy.
-Yeah. They're almost always stressed out.
Are you looking for that business changer for your company?
-So, pretend you're trying to edit a paper. I'm calling you, OK, Pretend for a second you're the reporter, OK. [DIALING NOISE] Hey, is this David? -Yes. -David, hey this is Clay Clark up here. I'm actually the owner of Helping Hands. Are you up against a deadline or are you busy? -No -Well here's the deal. I read your article that you wrote. A really neat article about the charity there, that was, the Smith charity that you guys featured on. We are actually doing a fundraiser right now for a local charity and I wanted to send you the press release. What's your email? I sent it to you. Now I'll say, hey if you have any questions about it, please feel free to call me. I appreciate all you do for the community and I love your writing. Then I send it to you. Now the reporter usually will ask you for information on the phone if he's interested. He'll go, well what time is it, when is it, who is it, why is it, all that. That's why you have to have the press release in front of you when you call. Always have it in front of you. And we have some really specific trainings on how to do this, but you basically want to call them, and you always ask them are you up against a deadline, are you busy. And they're always going to go, yeah, or, go. That's one of the things in the media that freaked me out the first couple times I did press releases. They'll actually say go. They'll go, hey, are you up against a deadline, yeah, shoot, go for it. I'm not used to talking to people who don't want to build rapport first. I'm not used to people who are engaged in like, human combat. I'm not used to people who just want to like, it's like getting a cab in New York. It's like when you're walking, you know, downtown New York there, and if you stop, someone's like, hey buddy! Move! So you, probably, coming from the east coast will probably be just fine with this. That's my bias that I believe. Almost everyone I've ever met and I've worked with is-- One of the ladies I did some work with, her name is Jennifer. She owns a company called Facciano's. She's from New York. Media's piece of cake for her, because she's used to it. New York things just hustle. East coast, I mean, you guys just move. But you'll call a reporter, you'll ask him if you're up against a deadline. And then they'll say, yeah I am, or, hey, pitch. What do you got? What your pitch, what's your story, they'll say. What's your story, what's your pitch. Then you read them the headline. Say here's the headline, I would say. Scroll. I'd say, hey, I love the story you wrote about such and such, and here's what we're doing. We have a cut-a-thon that seeks to raise $10,000 for the local boy's home. That's all I'll say. And then the guy will say, well, what are the details. I'll say well basically, the elephant in the room, is at Men's Grooming Lounge we're hosting a cut-a-thon to benefit the boy's home. And basically every time we cut someone's hair, we are doing it for free all weekend, and $1. If anyone decides to pay for the cut, it all goes to charity. He says, oh, OK, well, send it to me. When is it, where is it. And just be ready for all those questions. And then he'll go, all right, well, if I'm interested, I'll call you back. That's how it is. But because your cell phone's on there, sure enough. [DIALING NOISES] You'll get a call, you'll pick up the phone, you'll say, hey, this is David with Helping Hands. And they'll go, yeah this is channel six, want to see if I can send a guy by to do a story. And as long as you are following these rules, it pretty much works, very often. Cool? -What would be the percentage it works? -Well. If you're a good pitcher, I don't ever get denied if I'm a good pitcher. I say entirely denied. So let me walk you through this. You want to pitch to one reporter of each media type. So let me make sure we're clear. You only want to pitch to one radio show, right. One TV Station. One print magazine. One newspaper. Can you clarify why I would only want to pitch to one radio station, one TV station, one print magazine, and one newspaper? -Well, it saves time. Could make it exclusive. -There you go. Do you think that the media outlets are a little bit competitive? I mean, does channel six want to beat the crap out of channel eight? -I would agree with that. -So the thing is you're going to piss them off. They're going to feel like you cheated on them. I'm not kidding, they will get irate. If you pitch the same story to two different TV stations and they both show up to cover the story at the same time, they are pissed. So you only want to pitch to one radio, one TV, one print, one newspaper per press release. Does that makes sense? -Yes. -Then you build relationships with those people, you add them to your dream 100 system and you stay in touch. So that's how you do it. Now when you're on the news, because we're not a bunch of idiots and want to build a relationship, we want to call the reporter afterwards and thank them for their time, and sent them some [INAUDIBLE]. That's how you do it. And I'm just telling you, I have very high success on that. If I follow the rules. Now, I'll tell you this, if your press release is jacked, if it's weird, if you don't follow these news rules, if you call the reporter with the wrong bias. I've done that before, that was a good one.
[MUSIC PLAYING] -There's one reporter who I called who pretty much can't stand evangelical Christian people. And a client I was working with, it was a faith-based organization that was doing a fundraiser. How do you think that went over? -Not well. -Yeah. So I'm like, hey, is this such and such? Yeah, hey, I wanted to call you. Such and such is doing a fundraiser. And they're like, why would I want to cover that? OK? Separation. There needs to be a separation between the church and the business. And all of a sudden, I'm having an argument I don't want to have. Well, some of us are like, yeah, well, the media has a bias. No, no, no. Let's be real for a second. The media has a consumer. So let's go ahead and get it out in the open. I think everybody knows this, but let's do it. Who's the consumer of CNN? Left. All right? CNN. Liberals. Right? It's a general rule. People who have a more liberal worldview, who are Democrats, tend to watch CNN. Right? -So FOX would have to be on the right. -There you go. So, right. So FOX. Republicans. Who is FOX catering to? Republicans. So when FOX gets a press release, they shouldn't-- But if you were a hardcore Democrat. Like hardcore. You think Joe Biden is the man. You love FDR. You're just, yes! Would it even make sense to go work for Glenn Beck? Wouldn't you be pissed all the time? -That makes a good point. -So Glenn Beck over here is far right. He's got his own online station now. They've got tons of viewers. Really successful. Well, over here. I'd say on the left. If Glenn Beck is extreme right, I'd say over here on the extreme left, you might have more of Al Sharpton. It's just there's bias. Now, also, would you want to pitch a story-- say you owned a sports store. Would you want to-- There's a guy I know right now who actually has a business where he trains pro athletes. And there's a very real possibility that an organization affiliated with Tim Tebow might buy it. Is that the kind of story that would be covered more likely by FOX? If it's Tim Tebow, or somebody related to Tim Tebow, is buying a business in the Midwest. Is that more of a feel-good, righty story? Or is it more of a feel-good on the left? BEN: For a sports reporter, that would be-- CLAY CLARK: So then in that case, I would pitch to probably a sports reporter-- -Like ESPN or something like that. CLAY CLARK: Yeah! I'm going to report to a-- yeah. So it's [INAUDIBLE] the reporter. -And that's sports news. -Exactly. And it could be evangelical news. It could be Christian right-wing news. It could be both. I could pitch to a super right-wing Christian magazine that only talks about Christian businesses. And I could pitch to the sports. But you've got to make sure you're pitching to the right bias. And everybody has a bias. I have a bias. You have a bias. We all have a bias. So the media is not supposed to have a bias, but they do. One more example of one I hit a home run with. There's a guy who is super fashionable. He's a reporter. Super fashionable. He's a West coast guy. Super fashionable. The fashionable who wears purple shirts. Probably gets his eyebrows done a lot. Gets a fingernails done a lot. Probably the most metrosexual guy I know, in terms of more high maintenance than my wife. Getting the hair done every day. Getting the nails done every day. If I'm pitching a story about fashion, who am I going to pitch to? Probably that guy. -That's your guy. -Yeah. Now, I've got another guy that I work with who is an East coast guy, who is former military. And he has a radio show. And he is obsessed, obsessed, with making sure that the military is taken care of the right way. And rightfully so. But that's his thing. Every show somehow ties into the military. Or the Constitution. So you just have to know your biases. Does that make sense? -It does. CLAY CLARK: And again, the "PR 2.0" book is the best book I know out there for you to deep dive into it. And then also we have really cool training that we'll have in the PR section, or in the marketing section of the website. You'll be able to search PR. And we have some great trainings there with Michael Levine, and then myself, on how to do these things.
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