How to get on TV

The Pennsy Flea Market in Philadelphia got local news coverage for its one-year anniversary.

Getting your flea market’s story on a local TV newscast is a great way to attract new shoppers, get publicity, and increase awareness in the community. But it takes an increasingly media savvy public relations plan to do the job right. Here are some tips that will help you get on television.

If you are in a smaller news market, or if you reach the right person in big city on a slow news day, you may be lucky. According to Andy Funk, of Fox5 Atlanta, “There seem to be only two ‘speeds’ in local television newsrooms — too slow and too fast. On slow news days we’re looking for stories which won’t drive viewers to push the button on their remotes.” If you have a story to tell when the TV news producer needs one, you’re in luck.

That’s what happened to Linda Davies of the Wild Hare Flea Market in Pocatello, Idaho. “I just called our local TV station, and they had me come on one morning on the early morning show and talk about the flea market a bit. And they sent a crew out. I just fly by the seat of my pants all the time and get what I get.”

On the other hand, you can boost your chances if you understand how the news business works. According to Andy Funk, you need to reach out to the right person:

“You might think that speaking to a reporter is the best way to get your story covered, but that’s rarely the case,” Funk writes on his Web site. “Story decisions are usually made by managers, producers and assignment editors, beginning with an early morning conference call and, after everyone arrives in the newsroom, the morning meeting.”

It helps to have the right pitch letter. That can be a press release, a news alert, or even a phone call to a news producer. You might consider sending snail mail, e-mail, or a fax, and then following up with a call — but be ready to call back another day if the newsroom staff is busy.

You want to reach someone who will champion your story. But how? One good way is to build relationships. According to Jo Ann Gordon of the Canton Flea Market, her market’s longevity is key. “It is a longstanding Mississippi tradition. We have just nurtured it all these years, and we have built relationships and partnerships with local and regional media.”

Gordon looks for an angle she can pitch, and then reaches out to the right person. “If there is a unique story to the event, we will pick up the phone and call the media rep that we have a relationship with and say, ‘This is a story that you ought to do on the Canton Flea Market.’ ”

She emphasizes the relationship, and has some advice for other markets: Pick a media expert for your flea market and stick with them. “I’ll tell you one more little secret that you might want to know: It needs to be the same person. There needs to be continuity in who is working and partnering with the media.”

But if you have no newsroom insider on speed-dial, then what? According to Don Crowther, who runs a public relations Web site, there are some basic tips that will help: Offer good visuals, and be well-dressed. Offer free advice. Find a human interest story. Find a local news angle.

Stefanie Jones, the public relations manager for the Mile High Marketplace in Denver, agrees. “The most challenging thing for flea markets is that they have to create news,” she says. “If you’re not bringing in new things or hosting events, it is very hard to do that. For example, the Mile High Marketplace hosts a very significant blues festival every summer, and about a month ago they hosted a green market, which was a green living and recycling event. They are hosting an RV and Boat Show there this weekend. All of those events are newsworthy.”

For example, she got on TV with a story about filling seasonal jobs. “The Marketplace hires a significant number of seasonal employees. So we ended up getting those jobs featured as the job of the day on the largest viewership local newscast. We got a huge number of applications from that piece of coverage.”

“For flea markets, you have to find something compelling,” says Jones. “Even if you are not hosting events or concerts, you need to create a story.”