In today’s marketing and media landscape, it’s more important than ever to be the go-to expert in your field. And one of the best ways to get continuous publicity for your business is to attract media attention and get booked often.
But how do you get noticed by the media, especially TV? Here are some tips:
1. Make sure your marketing messages are clear and concise. Clarity is everything. Quit trying to be everything to everybody! You end up being nothing to nobody. TV Producers look for subject matter experts — not “subject matter jack-of-all-trades” and no expertise in any one thing! Quit trying to impress people with how much you know about EVERYTHING – and just focus on mastering one area and then build out from there. Think about all the subject matter experts you see on TV, are they pulled up there to talk about the bad weather or the latest fashion trend if that’s not their area? Think about your marketing and messaging.
What kind of story are you trying to tell? Make sure that your story is newsworthy and interesting enough to capture the attention of the media. Consider what type of media you want to target. Are you looking for print, online, or broadcast coverage? Each type of media has different requirements, so make sure you tailor your story to the type of media you want to target.
2. Keep up with the latest trends in your industry. Ok, if you want to be on the news – you gotta watch the news. And watch it from a different lens. Watch it like you’re the segment producer. Watch it like it’s your JOB to get viewers. So, you don’t want boring. Find out what your favorite outlets like and love – and serve up that. Quit trying to push your agenda (or your book) down their throat. They could care less. What they care about is what’s trending in the NEWS. So get your behind over on twitter and see what’s trending. Quit acting like you don’t have time or your “too big time” to be on twitter. Listen, most of the reporters are on twitter looking for stories and experts – you better get over there and be active!
3. Be available when the media is looking for experts to interview. No one likes a diva. You can’t tell the media you can’t make it because you’re having a bad hair day or you have a zoom meeting. Rearrange your schedule and you’ll be call back again and again. And when you get to the station, promote it. Promote it while you’re in the green room, on the set and after the show! They love when you tweet and share your segment. More eyeballs for the station. So, if you see a story break that you can comment on, let them know YOU’RE AVAILABLE stat! Bottom line: Be available when the media is looking to book or interview you for a story. If you’re not available, they’ll move on to someone who is.
4. Have a strong online presence. OMG. It this is one amateur thing that wanna-be PR Superstars lack – it’s a professional digital presence. It’s pitiful. Crazy website – with no real information that’s useful. Bad and irrelevant social media. They can figure out what you’re about… your linked is half filled out 0r you have two that are conflicting. The worst is not having any video on your OWN Youtube channel. There’s a bad bio, no one sheet, no reel or B-Roll. Just a mess online – and when the publicist tries to help – the client thinks we’re being touch. Honey, we ain’t as tough as those TV producers in major markets. The media often uses the internet to research potential interviewees, so make sure your website and social media profiles are up-to-date and professional. Get your brand together!
You have a great product or service and you want the world to know about it. You want people to see you as the go-to expert in your field, and you want to get continuous publicity for your business. Get a PR Coach, learn the lingo, know how to pitch and write a decent press release, watch the news and study it, but first clean up your digital footprint.
By following these tips, you’ll be well on your way to attracting media attention and getting continuous publicity for your business.