MAKE NEWS BY PERSISTENCE

I'd like to share with you an excellent example of how timing and persistence can influence your career.

This is a story of how an ex-Jesuit priest, John Bollard, landed a story on the CBS program 60 Minutes. It was called "Above the Law?" and aired Sunday, May 9th, 1999 at 7pm PST.

For seven years Bollard studied in the seminary to fulfill his dream of becoming a man of the cloth. During this time he was often sexually harassed by a number of his superiors within the hallowed halls of priesthood. After his sexual harassment suit against the Catholic Church was lost, he brought the sordid details of his experiences from behind Jesuit walls to the public eye. His mission became clear--to help prevent men and women from suffering a similar ordeal.

Since it's one of the first cases of it's kind, and sexual harassment against men is a new angle for the topic, CBS' 60 Minutes decided to run the story. How did Bollard get chosen to be on this prestigious program that has a viewership of 20 million people a week?

He did his homework.

First he decided he didn't want to be on any of the TV news magazine programs that would take a sensational angle. He wanted to be represented in a dignified and fair manner. Next he wrote letters to the 60 Minutes program producer outlining his experiences in the Jesuit community, backing his claims with concrete examples, witnesses and photographic evidence. And he cited the subsequent lawsuit whereby the Catholic Church claimed to be above the law in accordance with Title 7.

He followed up with phone calls and letters for months with detailed examples of his compelling case. Once 60 Minutes agreed to cover his story he contacted me for media coaching. Then he set up a special phone number for reporters to call him after the show aired. And one last thing: he told Morley Safer that his life plans and boyhood dream were ruined by his experiences, but he was now dedicated to creating a new model of Christian ministry. How is that for a memorable and moving conclusion?

1. When you have a news breaking story you want attention for, your letter should line up your facts clearly and strongly.

2. Make a compelling personal case by charging your story with emotional elements that move your audience.

3. Persist with phone calls explaining why your idea is timely and relevant to the show's audience.

4. Prepare for a fast-paced, confrontational interview with a media coach. And make sure what you plan to convey will help people.