“Pitching” the Media

Learning how to pitch the media can be one of the most helpful things you can do.  It will help you become their friend, and their “go to” person when they are in a bind.

Be Prepared for Last Minute Interviews

You may get a call from an editor at 4:00pm from a national magazine wanting quotes for a story due by 4:30pm.  A TV show may expect you to fly out and be on the air the next day.  If you’re not willing to ‘drop everything’ for opportunities, then publicity is not for you.

Treat the Media Like a Boss

In any coverage situation, the media is in control. They can change interview times. They can decide not to use your quotes or your product in a feature.  Their job is to put out the best possible stories and they are not concerned whether your business gets exposure.  Do not be difficult.  Cater to their needs.  Understand if you don’t fit into a particular story.  If you want to control a story or insure your product is featured, then you must use paid advertising.

You have no control  over what they say.

You may be featured along with three or four of your competitors in the story. They may do a review that turns out unfavorable. We cannot proof read an article for those print. You can’t force them to include your biography for complete information. Understand that free publicity means zero, or how they will portray you in this.

Become Someone the Media Will Love

Put some time and effort into media training.  The media want guests with charisma! Practice providing information in a clear, concise and compelling manner.  Your goal is to become a go-to expert, study other correspondents or regular guests.  Listen to their soundbites and watch their presence.  How can you infuse your unique qualities into becoming a guest the media will love?

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Working with the Media

Whenever you are lucky enough to work with the media, remember the Boy Scout Motto, “Be Prepared.” Do your homework in advance, research your topic, ( of course if it’s yours you should know it inside and out.)   One trick I learned is to prepare a set of questions and quiz myself on them and practice until my answers are short, crisp, pithy [love that word] – the kind that make great soundbites.

1.  Tell them what kind of information you will be able to provide so they know you will give them good content.  NEVER, NEVER  sell on radio or TV. You will quickly get on their “never call” list again. If you provide good content and are good on camera, you will most likely become one their ‘go to’ person for you area of expertise.

Some producers and editors will call you all the time if they know they can count on you.

Interviews

2. Be easy, show up early and have your soundbites worked out.

3. Send an email and tell them your company name. Include your name, address, phone, fax, and email address. You be amazed how many people forget to include it. Most likely, they will have it misspelled or won’t even have it at all. If you have a hard-to-pronounce name, make sure to tell them how to pronounce it.  The producer will probably cut and paste all   that information into the reporter’s copy.

Practice deep breathing exercises in the car on the way to the studio. This isn’t the time to practice your talk; if you don’t know if by now, it’s too late, But being as calm and as clear headed from deep breathing can work wonders.

Watch for next time’s tips where we polish off this list – and good luck!

Angela Jia Kim
Founder, Om Aroma & Co.  |  Co-Founder, Savor the Success

Judy Gifford
CEO, Find-a-Therapist, Inc  |   Founder , FindHealthPros   

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