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Larry Emsweller - Want to Get on the 6:00 News?
 About the Interview
Larry Emsweller discusses media and how to drive traffic to your sites by navigating the big media space using their language to get PR and Media for leverage of their business. How do small businesses get the message out there in the media? You have to have an understanding of the media i.e. TV, Radio, Advertising and PR Firms. Larry shares that we have to do our homework with how media works. Many people online stay away from offline because it is too expensive, when in fact it can be the cheapest method to drive traffic. Today it is still an offline world and most people are still not on the Internet. What can a landscaper do to get on the 6:00 news? They can do a lot. The have to know the right person(s) to call and what time to call. They have to think painting a picture, they have to think photo opportunity. They have to “tell a story.” Media is not looking for a self serving need. For example, the landscaping company is putting on a landscaping school for the boy scouts. This becomes an event, which is media worthy and it is not self serving. The media will want to come and support the community. Therefore this media event becomes the “hook,” for the media. Larry also shares that weekends are the best time to get on the news because the weekend assignment editors are not left with a lot of stories from the weekday news crews. What I did love about this interview is I made Larry think on his feet and he delivered. I put Larry on the spot to “write a press release headline,” for the landscaping company to issue to the media. He says that press releases are all about headlines and that they have to be sexy. Larry’s best advice about the media is they are a reactive business to what is happening today. Tap into Larry’s 35 years of experience. If you are not media savvy this will be a great interview that you can deploy some of the tips today to get more offline traffic to your site and business. |
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