The lure of free media exposure encourages hundreds to flood TV stations with press releases. Is there a way to ensure that yours will be picked up? No. There are simply too many variables involved to come up with a magic formula for success. But I can pass on some suggestions that will improve your chances.

The news team celebrates Ken's final newscast at WSIL-TV.

Keep in mind that most TV stations are not the glamorous places you see in movies. Many are understaffed and those who are there are overworked. A lot of paper crosses the assignment desk every day and there isn't always time to read all of it. So if you're going to send over a press release, you really need to make it easy for someone to read and understand how it fits into their newscast. Sell them on why they should give you airtime over someone else.

I highly encourage you to learn about the stations where you are pitching your expertise. Watch their newscasts and visit the station's website. Are there special features that the station does that fit in with your experience? If so, pitch it with that in mind. Do not assume that someone else will add two and two and realize you are the interview they must have on immediately and repeatedly. A vanilla pitch will probably get a vanilla response.

While most press releases go to the assignment desk, you may want to address it to the Health Producer, if you're pitching a medical segment. The producer is likely the one doing the legwork for the story. The anchor is likely involved but it's entirely possible that involvement consists of recording a pre-written script on the topic. So target the behind the scenes people.

Pitch your ideas with the TV ratings periods, known as Sweeps, in mind. These happen for four weeks in July, November, February, and May. During this time, station viewing rates are recorded and that information is used for a station to set its advertisement rates. A news crew really tries to put out its best work during sweeps and often they'll have a little more time to put together a story if it's believed that it could grab some new audience members. Of course that means that your pitch has to be extremely good.

Don't be one of those people who constantly call the station to find out if they're doing your story. Like a movie-casting director once said, "If you're good, we'll call you!"

Ken gets a workout on live TV at WBPF-TV.

What are people talking about and why should we care? I've found this is the litmus test for a good story. Here are some other ideas to keep in mind:

• Your subject must have timeliness.
• Practice talking about it with friends. If they (likely your best audience) don't appear interested, then you likely won't make it on the news.
• Can you convey your subject in a clear and concise manner? Could the use of an analogy help the everyday person better understand you?

Your press release should be no more than one page. Sure you can make it longer but don't expect it to be read. You also need to grab the reader's attention in the first couple of sentence. Otherwise, your release will be put in the circular file.

Do you have a book? Sending a book to a newsroom with no news peg is likely a waste of your resources. If you must send it, then make sure that you enclose a one-page summary of it that will grab the reader. Don't expect them to open the book and read the inside cover. Most books that are sent into newsrooms are rarely read. There's just not enough time in the day. Do send in a copy of your book ahead of your TV appearance, so video of it can be shot for your segment.

If you believe in your idea and the media just isn't biting, don't be afraid to re-pitch it. Every day, TV stations are flooded with story ideas. Yours may have just been lost in the shuffle. Or it may have been read by someone who "doesn't get it." Regardless, make your next pitch different than the first.

Ken reports live behind the wheel at an auto show at WSPA-TV.

So what should you wear for a TV appearance? I could spend a lot of time discussing color charts and lighting schemes but I have to admit that fashion is not my area of expertise. Instead I suggest that you watch Oprah. The Queen of Daytime TV and her guests are always well dressed and styled. See if you can match up your wardrobe to what they're wearing. Keep in mind, that on most news programs, you'll be seen from the torso up, so don't lose a lot of sleep thinking about your shoes. This could be different if the interview calls for a sit-down, living room studio setup.

• It's unlikely that a single TV appearance will put you on the road to riches. But it can help you build your expertise. And often if you do well in one medium, others like radio and print will come to you.
• Stay calm. You are selling yourself but desperation has a stink that news people can smell a mile away. Don't expect an interview that's designed to generate a 10 second soundbite to monopolize a 30-minute newscast.
• Be clear on the focus of the story. Don't be seduced by the TV camera and appear in a segment that doesn't reflect your strengths.
• Be ready to talk when it's showtime. News crews are under intense time pressure. You must always work on their time.
• As soon as you think you're ready for TV, start practicing your delivery. Use friends, family, and the strangers you sit next to on airplanes as your practice audiences. You need to be able to concisely and comfortably convey your expertise. Don't think that you'll be a natural who can "wing it" and not practice. There's a name for people who make this mistake: people who don't get invited back for future appearances!
• The medium of TV can suck the energy out of some people making their presentation appear flat. You may want to increase your energy level during your delivery. If you have a camcorder at home, you may want to practice it to find the right level of energy for you.
• Keep in mind that people watching the news are often doing some multi-tasking at home. You need to make people stop what they're doing, watch, and listen to you.
• Do give the station information on your website. They may want to put a link on their site that will take viewers to your site.

Do you want a copy of your appearance? TV stations are in the news business not in the video production business. Most will either sell your segment for a good amount of money ($25+) or have a private production company handle the job. It's a lot cheaper to have everyone you know record the segment at home as it's the same thing you'd pay for. I've never heard of a station handing over raw footage so don't expect to get any.

Bringing the story to you at WPBF-TV.

Do contact the station if you plan on using your segment for promotional purposes. The use of their video opens a door to a lot of legal questions and I think it's best to find out your station's policy before you do anything.

Keep in mind that while you may have been the greatest taped interview in history, breaking news could cut your segment or significantly shorten it. Be understanding if you find out that you were dropped. Being cut doesn't mean you're horrible, it just means there wasn't enough time for all the news of the day. Don't worry because, trust me, there are more days of slow news than there are of breaking news.

Now that you have an appearance under your belt, you may want to try to be asked to be an expert again. I would suggest contacting the person who did the interview with your new pitch. Dazzle them with your expertise but don't be too pushy.

Keep a record of these appearances. It's a great tool to show your expertise and how the media values what you have to say.

Can you take your expertise and turn it into a weekly segment on a morning show that's starved for local and original content? How can you make yourself invaluable to the station?

What if you don't like the way the segment turned out? First look at it with a neutral eye. If your concerns are with your appearance or voice quality, then those things can be improved. Keep in mind that most people are often surprised at how they sound and look on TV so you may want to have your friends or neighbors evaluate you.

If your concern had more to do with the way your information was used, take a deep breath, and reopen that neutral eye! Was the mistake one that the reporter made through perhaps not understanding you or the subject? Were you not clear about your expertise or did not practice enough beforehand? A performance autopsy isn't always a lot of fun but it is essential if you want to improve.

A TV appearance is not an infomercial. But it can pay big dividends in terms of helping you shape your message as well as get your face in front of a lot of potential clients.

Contact Ken Okel at (561) 737-4321 or email TVGuy@kenokel.com to reserve your program date or to find out more.