Media Preparation That Can Gain You Excellent Results

Gaining visibility in the media is a great way to build your business and your credibility. However, most people are not prepared when the opportunity presents itself.

First and foremost, you have to have a convincing reason the media will want to interview you. Here are some considerations as you prepare to “pitch” yourself.         

What is your area of expertise? Are you an expert in hiking, dentistry, healthcare, nutrition, age management, etc? Can you prove this? Have you written a book, reports, obtained special certification and/or have an excellent track record in your industry?

Are you a “tried and true” interviewee? This simply means, “Can they count on you?” There is nothing worse than someone freezing on air or not having well thought through answers to interviewer’s questions. This may require some media coaching. It is better to get upfront coaching and be prepared rather than wing it and never be given the opportunity again.

Are you easy to work with? No matter how important someone thinks they are, from the media’s perspective they simply want someone that creates interesting copy for their readers or listeners. Simple as that.

Before you began an aggressive media campaign, make sure you have a solid press kit together. This will indicate to the press whether or not you are a professional.

Your media kit should contain a list of any articles you have had published, areas of expertise, appearances you have made, and much more. Again, proper preparation as you approach the media will determine your level of success.

Avoid sending a media kit to someone unless they specifically ask for one. A cost saver on media kits is to have them available on your website in PDF format. That way they are accessible 24/7.

Start with the basics and add as you can.

• Business card

• Biographical information

• Overview of products and services

• Any press releases

• FAQ

• Articles you have written

• B/W picture

• Testimonials

• List of clients only if confidentiality is not an issue

• List of achievements and awards

More advanced kit

• Video of you or your product

• Books you have written

• Tapes you’ve recorded

When dealing with the media, you must be there to help them solve a problem. The area the media is interested in is how to provide timely, relevant and interesting information for their readers or listeners.

Keep in touch. Don’t simply contact the media when you need something. Be a valuable resource for them. Create value for them so that they realize you are more than simply a talking head.

Remember to thank them. If they have published an article, done an interview, or printed a press release let them know you appreciate that with a simple thank you card.

Most of all, realize that laying a foundation with the media takes time and commitment.

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