A press release telling about "Stevie, the Water-Skiing Squirrel" will never get that talented mammal on the TV news.

But that same press release, accompanied by video of Stevie jumping over mini-ramps in an inflatable pool, will make the news 99 days out of 100.

Words on paper or screen alone do not make a TV story. If you want to crack the TV news or the talk shows, you must demonstrate that you have a "visual."

A visual is the images or video that accompanies the words. TV needs something that moves or talks to tell its stories.

If it looks interesting or nice, that's a plus. They will shoot the video; you don't need to. But often you do need to suggest what to shoot.

Example: the story is advice for would-be homeowners.

The visual you'll suggest: stock footage of different types of houses in your area, plus background video of an "open house" event.

Newspapers and magazines also like to use visuals. Going to be quoted in a story? Offer a headshot of yourself, or of any other pertinent image. Remember to think of the media as another client and provide them with excellent service. Don't ask them to do it if you can help.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.