For a location television spot, advertisers can expect to pay between $5 and $30 per 1,000 viewers. A 30-second time slot with 10,000 viewers could cost you as much as $30,000. That’s why any opportunity to gain positive news coverage from a local television station is valuable and when done well, is like getting free advertising for your community. In this Off Your Rocker: A SeniorVu Podcast, our co-hosts talk with a career broadcast news executive about how to get the attention of your local news – print, radio and television – and, how to gain their respect so you are their ‘go-to’ senior living community when topics about the industry or that affect the industry come up in the news.
In this podcast you will learn why a simple press release isn’t enough when trying to connect with someone at your local news outlets. Find out how many news organizations in your community you should connect with, what types of content those news outlets and reporters are actually looking for, how to pitch that content to them so they will actually cover it, and how often you should reach out to local media. You will also get a bonus tip on how to handle crisis communication in the media.
The truth is news outlet are not as much in love with the ‘blood and guts’ story of the day as the public might think. Their goal is to give their local community a true snapshot of what is going on around them, providing balanced stories that matter in their area and they don’t all have to be about something traumatic. Just like senior living communities, many news outlets also operate on a tight budget so having outside sources who provide them with great content ideas is valuable. Senior living communities can be that type of outside source.
You will also learn the two most important ways to become a subject matter expert so when national stories like the coronavirus or Medicare Advantage or senior nutrition (just to name a few) come up in the news, your community is already connected and can provide local media with a worthwhile local news story that benefits both your community and the metropolitan area you live in.