It’s tempting to think that perhaps after all these years … decades … seemingly centuries … journalists may finally have tired of the idea of structuring segments and articles around the theme of “New Year’s Resolutions.” I’m here to assure you that this perennial theme is still going strong, and I have a few tips on how you can use this strategy to your best advantage.
Once again this year, news producers, reporters and – making sure to include journalists who inhabit the online world — bloggers and podcasters are actively seeking stories they can offer their audiences that will help them stick to their new goals relating to health and fitness, business growth, financial success, parenting and many other areas. Before moving into the field of public relations, I spent 20 years as a producer for ABC News, CBS News and CNN – and every November and December, I was on the receiving end of countless pitches that made use of the New Year’s Resolution angle, and each year many of these story ideas found their way onto the show I was producing. These days, I’m the one pitching these stories on behalf of my PR clients, and I continue to find this a successful strategy when it’s handled in just the right way.
Like the celebrities who frequently appear on NBC’s Today Show, The Ellen Degeneres Show, or even on Bloomberg Television, the producers who book the guests for these in-studio interviews look at this as a “quid pro quo” arrangement. The producers are happy to provide the guest with five to ten minutes of valuable airtime in exchange for great “content” – entertaining stories or “nuggets” of information that will help viewers in their personal or professional lives. (This same principle applies to countless radio shows, magazines, online information sites, podcasts and so on.)
Tips for Success in Pitching Your Story Idea using the New Year’s Resolution Angle
- Relate the information you’re sharing with the audience to a personal story.
- Offer a compelling before-and-after story – especially when it relates to weight-loss, fitness or other success stories that are highly visual.
- Have specific tips and suggestions for actions that people can take on their own (even without hiring you, buying your book, etc.) – as this will help you be seen as an expert; and often “the principle of reciprocity” leads to a sale or new business anyway.
- Don’t feel that you need to be the ultimate expert in the field you want to discuss; all that’s necessary is for you to know more than those seeking help and advice.
- Offer your support over the course of a few weeks (time enough to develop a new habit) as people implement your advice – perhaps through a weekly group coaching call or an automated e-newsletter.
In other words, go for it! Showcasing your expertise as you help people stick to their New Year’s Resolutions is not only a great way for you to endear yourself to a wider, appreciative audience – but you may even pick up a few new customers or clients in the process!