Behind the Scenes: Going Green Room to Parlay for Taste of Home
Looking over my posts from 2010, I just realized I never said what happened back in January after I sent David Bach home from the green room at CBS’s The Early Show. David had done a fantastic segment but his wife had just had a baby so I sent him on his way immediately after he finished and told him I’d say his goodbyes.
Of course, with David gone I had an opportunity to drink without witness a second cup of the fabulous CBS green room hot chocolate (the best of any green room in the media). A second opportunity presented itself when a producer from another segment entered the green room. Time to practice what I preach at K2: Parlay, parlay, parlay.
PR people must never miss an opportunity to parlay. Your first responsibility is to the client you are pitching or who is going on the air. But then the pitch is done and the segment wraps. You have for just a moment a captive media audience to sell another client.
I mean what better opportunity is there to parlay? If the media already has one of your clients booked, they know you deliver so use it as a positive opening. Worst thing is they say, “No” or “Can’t talk” or a passive “Send me something.” At least you had them on the phone or in a conversation. Just have your pitch ready. Don’t ask for permission: Go!
Green rooms are simply awesome for this. Producers are usually the most free after a segment airs, and with lifestyle segments, the show might even be over by the time you are back in the green room leaving them free for a few. And if it went well (you’ll know from the reactions and seeing it yourself), they are in a good mood too.
This goes for all the producers in that green room, not just yours. You can start a new relationship and slip in what you represent so you can dial in to what that producer usually covers. Wouldn’t be much worth it if you hit it off with a new producer and then later sent along a pitch for a cookbook and the producer then responds that she covers only workplace. Missed (or at least delayed) parlay!
So, back to the green room at CBS, I was enjoying my drink when the producer of another segment walked in and we got to talking. I introduced myself and he said, “Oh you’re the Heidi Krupp.” Love that and love the attitude. Love! He – I wanted K2 to work with.
I asked him what he covered at CBS. He said he was now producing all the food segments including the first “Chef on a Shoestring” of 2010 that had just aired. Great branded segment on CBS – clients love it. I was ready and when he asked what I was working, I told him about Taste of Home, the #1 cooking magazine in the world, and its editor-in-chief, Catherine Cassidy, who used to be a regular on the show. And badda-bing, booked.
To me, parlaying comes naturally. Cooking does not. Not at all. But I am learning… And for The Early Show, I left the cooking for Catherine. The next weekend on the show she whipped up a tasty meal from Taste of Home’s Healthy Cooking – a delicious and good-for-you meal – for under $40.