I tell my PR clients that when they appear on news programs as an expert these days, it’s not about their product or service. It’s about giving the viewer good information that can be used immediately. Increasingly, local news stations are veering from looking as if their news programs embed “advertorials” or paid-for spots which just isn’t news in the true journalistic sense.

So then-how do you get your product or service mentioned? Take this recent example on KUSI news. I told Catherine not to push her magazine, but just come with in case the reporter finds it to be great/visual/useful or whatnot. Guess what-Catherine’s non-pushy, casual approach worked. Turns out the reporter used the magazine all the time and raved about it ON AIR. Now that’s solid media exposure.