Did you or a colleague receive a call or a voicemail from a production or research assistant saying that your company would be a good fit for an episode on <insert very broad topic here>? Is the show hosted by Montel Williams, Kathy Ireland, JWoww, Dennis Quaid or another celebrity you haven’t thought about in years? Did a C-level executive at your organization receive a “prestigious invitation” from a magazine no one has ever heard of before?
For years, clients have asked RoseComm about the validity of this so-called media interest. And, more often than not, the “opportunity” is not one we would recommend pursuing. A client once replied after we provided our counsel to skip, “Describing Montel Williams as ‘legendary’ is probably enough to give it away”.
These TV shows and magazines, often produced by companies promising exposure and prestige, are rarely what they seem. The people who handle the outreach work hard to feed an executive’s ego before disclosing they want something more than an interview. Contacts at these organizations also typically act like the company and its executive are still under consideration to create the aura of a legitimate media request. Unlike genuine editorial opportunities (see RoseComm placements: The Kelly Clarkson Show, Asbury Park Press, People Magazine, & Scary Mommy) these productions are more about extracting money from hopeful participants than providing real value. Shows like The Balancing Act and Military Makeover are prime examples of this trend and employees at BrandStar, the production company behind those two programs will go to great lengths to avoid telling you about the fees involved.
Pitched as opportunities for company leaders to be in the limelight, the magazines are not widely available and the television shows typically air on obscure channels at odd hours. The allure of a national television segment is tempting for many – but it is key to recognize these offers for what they are – expensive and low impact.
Here are five tips to help you identify red flags and avoid these time wasters:
- Source: Investigate the company behind the show. Reputable producers have a track record and verifiable credentials. Be wary of companies with limited or no online presence. Have your internal communications team or PR firm contact the individual who approached you (they almost always avoid contacting anyone in marcomm or PR because we know what they’re after).
- Air date: For broadcast opportunities, ask where and when the show will air. If the schedule seems vague (read: not primetime) or the channel is obscure, it’s likely not worth your time.
- What they really want: Genuine editorial opportunities don’t require payment. If the offer involves a fee for participation, it’s a commercial venture, not earned editorial. Don’t be afraid to ask multiple times about payment as you may be told it is a free opportunity, only later to be told about a “production fee” or other hidden cost. For print, they may try and demand access to your customer list so they can approach those individuals for advertising to help “support” your article. Don’t wait for them to demand the list once the article is written. Ask up front.
- References: Request to speak with previous participants. Their experiences can provide valuable insights into the legitimacy and value of the opportunity.
- Content: Review previous episodes or segments. High-quality production values and professional editing are indicators of a legitimate show. The tone will also be less promotional. If it sounds or reads like something the company wrote themselves, they paid for it.
The only reason you should ever consider one of these opportunities is if you’d like an editorial style reprint or video that your organization can use for marketing purposes; but, there are other, much more cost effective ways to share your story.
Have you been approached with a media opportunity like the ones outlined above? Leave a comment letting us know the name of the program or magazine and we’ll add it to the following list.
- CIOReview
- CXO Inc Magazine
- Designing Spaces
- HRM Outlook
- Military Makeover (sometimes with Montel Williams)
- Modern Living with Kathy Ireland
- NewsWatch
- SuperbCrew.com
- TALK BUSINESS 360
- TechCompanyNews.com
- The American Dream
- The Balancing Act (also sometimes with Montel)
- The Jenni “JWoww” Farley Show
- Viewpoint hosted by Dennis Quaid
- Worldwide Business with Kathy Ireland
- World’s Leaders Magazine