You already know that the media can help turn the market around. They can move the qualified reluctant buyers into the stream of active buyers. TV, radio, and print can all get the buyers back into your office. Some realtors have asked how they can get great PR (free advertising) when they're having a hard time getting media attention.

If you've tried to reach TV and radio program hosts or news personalities, you've also experienced the frustration of voice mail and call screening. You also find journalists telling you that the program editor or print editor keeps postponing your story. Basically, you've been going after the "celebrities" instead of the decision makers.

Savvy salespeople know how to make allies of the screeners. They know how to get insiders to work for them. Here's how you can make this work for you.

1. Identify the decision makers (editors and schedulers) that you need to reach

2. Identify the screeners who keep you out of their offices and off their phones 

3. Research what these decision makers and screeners have in common, what will appeal to them professionally. You might find a common element for all of them, or you might have to segment the screeners and the decision makers. Remember, you're not going after the celebrity at this point.

4. Develop an attractive program of training or education that will help your targeted people in their work

5. Find an expert you can hire to present great programs on this subject (university professors, professional speakers, consultants).

6. Make sure your event is the best they've ever attended, one they'll talk about for months.

Now that everyone is impressed with your concern for their own achievement, they'll help you get those appointments. They'll put your calls through. They'll do all they can to influence things for your stories.

You'll be surprised how easy it is to discuss things with producers and editors. Ask about the number one problem they have in finding stories, getting background, scheduling full shows and full columns. Listen more than you talk. Then go find out how to make their work day easier and put on a program that will open doors for what you want.