When it comes to growing your brand or business, media is a game changer. While you’re busy bootstrapping your business, how can you get the attention and interest of producers, editors, and bloggers? How can you make your work, your passion, and your expertise compelling to the media—and everyone who consumes it? You need to understand what the media wants, and how to give it to them.
Luckily, we are just a few days away from our Media Master Class with Emmy Award winning producer and author Paula Rizzo and editor, media coach, and speaker Terri Trespicio who will give the participants a crash course on how to crack the media code and craft the pitch that gets you attention.
In the meantime…we asked the two of them if they could provide us (you) with some valuable insights about how to approach the media and find out what most people do wrong.
Take it away Paula and Terri!
3 Ways to Get the Media Interested in Your Project, Brand, or Business.
You have an idea. Maybe a big idea.
A game changing app. A life changing business. Whatever it is, right now only you and few people in your world know about it.
So, how do you get the word OUT? How do you get other people as excited about it as you are?
Getting media attention is one of the fastest and most powerful ways to create attention and interest for your work…but first, you have to capture the attention and interest of the people who create the media—editors and producers.
Maybe, like a lot of people, you didn’t realize you COULD pitch the media, or that they would have any reason to write about you. Sure, you’d like to get on their radar, but how?
Ah—this is our wheelhouse. With 30 years of media experience between us, we know how this works. And we know what most people (from media newbies to seasoned PR pros) get wrong.
Here are the first three things you need to know about capturing the media’s attention:
1. You are an expert (truth!).
Yes, you! The definition of an expert is “a person who has a comprehensive and authoritative knowledge of or skill in a particular area.” That problem you keep solving for everyone, that thing you can’t stop talking about? That’s your expertise. And we need it!
The media isn’t looking for the world’s most decorated experts: They want someone who can take complex ideas and make them accessible and applicable.
That is your mission: Take what you know–your expertise—and package it so that anyone can understand it and transform their lives for the better.
2. Don’t go in to promote; go in to solve.
A media presence is founded on relationships. And just like in romance, the givers make the best partners (and no one wants to date a narcissist)!
Audiences need you to change the way they see things, to help improve their lives. Producers and editors need you for interesting segments–and they will love you forever if you share exactly how you can help them. (They already know they can help you)!
Tell them what problem you’re solving, how you’re solving it and—the most important part—why their audience should care!
By doing this, you add credibility to your brand, book, or business: You’ve demonstrated its power and given viewers a free sample…and left them wanting more. And you’ve made the producer/editor love you for making their job easier…double win!
3. The more specific, the better.
It’s tempting to present yourself to the media as a jack-of-all-trades, but specificity is king. As Paula says, if you can speak to every single topic under the sun, you will be remembered for none of them!
The more specific you make the problems you’re solving (and the context), the easier it is for that segment or article to bloom in the producer/editor’s mind…and the more likely it is to be selected. The media serves up digestible, bite-sized informational chunks, not entire feasts (that’s what your book is for). You want that taste to be so good, it begs the question, “What else have you got?”
Give them a counterintuitive angle or an interesting hook. What does everyone get wrong or have backwards about your industry? What small detail changes your customers’ lives in a big way?
Producers aren’t booking a segment about “the building blocks of good nutrition.” They would much rather book the nutritionist who says, “Our culture has bought into the lie that fat is the enemy. I’d love to do a segment on why bacon is healthy—and how a fat rich diet actually melts body fat.” Now THAT has our attention!
Join Terri and Paula and their full-day workshop, Craft Your Pitch & Get Attention on Saturday, March 18th.
Paula Rizzo is an Emmy Award winning senior TV health producer who has been featured in the media including Better TV, FoxNews.com, FastCompany.com, Oprah.com, Dr. Oz’s The Good Life magazine, Health.com, Woman’s Day, Bridal Guide and Business Insider. Terri Trespicio is a former senior editor and radio host at Martha Stewart, she’s also an in-demand speaker and recently delivered a TED talk. She has appeared on the Today show, Dr. Oz, The Early Show, The Martha Stewart Show and The Anderson Cooper Show.