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Strike PR Gold In Local Television Common wisdom has it that television as a public relations medium is only useful for large, well-funded campaigns and that smaller groups, such as local libraries, would make better use of limited PR resources by pitching stories to the local newspaper or nailing up posters. But before buying into such common wisdom, consider two facts:
A classic example (and an outstanding PR opportunity for libraries) is 'California's Gold.' Produced and hosted by Huell Howser, the series covers the history, cultural diversity and natural wonders of the Golden State. 'California's Gold' airs on all 13 PBS affiliates in the state and is used in over a thousand schools and libraries. The producers are always on the lookout for new and interesting stories about communities and people in California — just the sort of stories that libraries have shelves full of. For example, as this is written, the show is working on a program looking back at the Harvey Girls who once operated the Harvey Houses that lined rail lines across the west. By looking into their historical collections, libraries near the West's historic rail lines may find relevant photos or stories. And the use of a library's material by a show such as 'California's Gold' could net your library a state-wide on-the-air credit — and perhaps much more. Local television programs often focus on local events and you may be able to successfully pitch a story about your library to a producer if you adhere to a few DOs and DONTs as outlined in Secrets of working with broadcast media. So don't be a victim of 'common wisdom' and ignore the possibilities of promoting your library on television. Seek out local stations and ask them what shows they may have in the works and what kind of help they may need in developing content. If you know of a program that features local interest topics or history, call the producer and introduce yourself as a resource that he may exploit.
Then let us know how you do. |
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Huell Howser |