Let me guess, you’re here because you are ready to pitch to the media and are in the beginning stages of developing your message.
Maybe you’re looking to be on TV, get seen in print, be a guest on a podcast, or launch your book.
Whatever the case may be, when thinking of starting publicity for your brand, your business, your book or your event, it’s important to think through some initial steps.
First there’s a few questions you should be asking yourself when looking for media placement. This is to clarify why the media should even bother to pay attention to you.
What will stand out the most to someone you are pitching to?
What is the media covering right now, and how can you fit into that topic?
When you “clarify,” you flip the perspective of your messaging to explain how YOU can benefit by engaging with the media while also how the media and their audience can benefit by engaging with YOU.
Do Your Research:
In order to do this, it’s imperative to do your research. It’s important to see if you need to pivot your messaging just a bit in order to be relevant to the media’s current events. Which is something you wouldn’t know if you didn’t do your research.
Often, what we consider newsworthy and exciting in our business, would make a reporter yawn. The news media have their own criteria for judging what is worth covering, so to get their attention you will need to frame the issue you’re presenting in an appealing way that is relevant to what they are currently covering.
So, during your research, try to find a current news issue, event, or annual celebration that you can use as a “peg” for your story. For example, the media is focusing highly on COVID-19, showing how you are dealing with COVID in an appealing way for their audience is key. Keep it uplifting, inspiring, raw, or even a bit controversial and the media will be eating out of the palm of your hand.
Types of Media:
The type of media plays an important role on what type of content you will deliver. So keep in mind that the term “media” refers to many different types of entities– radio, television, newspapers, magazines, podcasts. Each of these channels provides different opportunities to reach particular audiences with a specific type of message.
If you want to ensure that your message is stated in the best possible way, you may consider submitting an opinion editorial (op-ed) stating your position on an issue to the newspaper or writing a letter to the editor. A news format provides greater credibility and exposure, but you will have less control over the content and messaging of the story.
Show What You Have To Offer:
The media needs people like you to help them fill column inches and airtime. You know the topic, you have ideas for interesting stories, and you have access to the people the stories are about – so with the right messaging, amplify it!
When developing your message, the more “pieces” of the story you can provide–real people affected by the issue, experts, copies of relevant studies–the more likely it will be covered. If you want television coverage, make sure you have visuals to offer, video or photos that are compelling action shots and complement what you are talking about.
How To Determine Media Success:
Did you achieve the goals and objectives you laid out?
After you’ve begun pitching or have received media coverage, track the number of media “hits,” or responses to your pitches.
If your goal was to increase the number of clients signing up for a program, look at enrollment before and after your media activities. If you wanted to increase community awareness of an issue, conduct a before-and-after survey to evaluate your campaign.
Have producers, editors or schedulers come to rely on you as a trusted source?
Has the level of attention to your issue heightened in the media since you began your efforts?
Have you sold more books or a particular program?
You may be successful on many different levels, so be sure to identify all your accomplishments. Use each encounter with the media as a learning experience for the future.
So, are you ready to develop your message and amplify it with the right media, but you don’t know where to begin?
It’s about more than just putting out a press release about your book – it’s positioning YOU as an expert and thought leader to your audience.
There’s a lot of messaging work that goes into getting media placements and it can seem overwhelming, so answering a few simple questions will help make it clearer to you where you are in the process and where is a good place to start for both you and your (future) publicist.
So if you’re ready to take the first step toward seeing how exposure in the media can help amplify your message, download my FREE publicity audit.