Traditional and new on-line media are not exclusive. The two media types can be effectively used to compliment each other, with each attracting people the other might miss.
Mixing online and print/broadcast media effectively requires several steps.
Step 1: Start by writing a press release. Email it to various print and broadcast media partners. Also post it on your Facebook page and on your blog, then send out several tweets at different times of day to promote it.
Step 2: Get a traditional media partner to pick up your story. Have a staff photographer on hand recording the media folks when they arrive. However, do not interfere when they are working.
Step 3: Promote the interview on your social media sites. Include photos of the print or broadcast crew in action.
Step 4: When you have a publication or air date, promote it heavily on your social media sites. Let your community know when the story will run. If the date changes, let folks know the corrected day or time.
Step 5: Once your story runs, publicly thank the media folks for their time and effort. Send good shots of the media crew to the editor in charge as a way of personally thanking them.
Above Paul Westbrook of KCRA 3 in Sacramento interviewed Zoe Strachan-Payne on Tuesday at the Grace Foundation. Scheduled to air Wednesday, it was pushed back one day and aired July 29.
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