In a recent blog post, I sang the praises of author Areva Martin and her newest book, Make It Rain, How to Use the Media to Revolutionize Your Business and Brand.
The more I dig into the book, the more I love it. So much in fact, I’m getting a copy for members of my team who work on media outreach. The information is beyond compare. Concise, clear and strategic.
If you are not sure how to get seen by the media, this book is a must read. It’s all about becoming visible to the media in order to create lots of opportunity for you and your message.
The challenge for many experts is not what to do, it’s doing it. This is the #1 reason why most people will not gain visibility for their expertise. They are not consistent in raising their visibility in front of the right people.
It doesn’t have to be this way.
In the past, traditional media was pretty much the only game in town. When I started my business in 1994 I would fax, or send via snail mail, my releases. Thank goodness things have changed.
Something else that has changed are the niches media outlets.
There are many people who are under the mistaken belief that in order to succeed with media coverage they have to get on the biggest shows available.
This is not at all true. Today there are so many media avenues, virtual anyone can gain inroads to their market through more niched media opportunities.
You can target:
- Local cable media
- Podcast shows
- Online radio
- Social media platforms
- Live video
- Article directories
If anyone says there is no opportunity it simply means they are not looking. Opportunity is everywhere.
Focus Daily on Visibility
If you were to invest as little as 30 minutes a day on your visibility, you would have ample opportunity to get your message out.
One of the most important things you, as an expert, can do is make yourself visible to your market and the media. However, the more niched you are, the better.
You cannot sit back and hope to be discovered. Your job is to do what you can to gain visibility. The more proactive you are, the more opportunity you will enjoy.
In Chapter 7 of Make It Rain (Jump on Breaking News Stories) Areva emphasizes how essential it is to make it easy for producers to find you when there are breaking news stories.
“I can’t emphasis it enough: Whatever you can do to make life easier for the producers will always work in your favor. Sending a solid pitch to a producer at a moment of crises is a great way to do that,” Martin writes.
For example, one client I work with is an expert on situational awareness. She teaches people how to be aware of their surroundings, environment, and how to minimize danger in various situations.
With all going on with armed robberies, home invasions and school shootings, my client’s information is not only timely, but when the media is seeking someone to interview about safety concerns, by being visible, she can position herself as the “go to” expert.
In that she is located just outside of Eugene, Oregon, when stories in the Eugene market break, her job is to reach out to the media to let them know she is available for comment.
Additionally, by raising awareness before a breaking story, her name will be familiar to the local media and beyond.
Don’t expect producers to remember you based on one media release, one article, one blog post… you get the idea. Ongoing action producers “top of the mind awareness” when done right.
Is Your Foundation Solid?
Before you can make the pitch, you need to have a few things in place. Whenever I work with clients, the focus is to get their foundational information in place.
- Social media platforms
- Media kit
- One sheet
Rather than simply pitching ideas, focus on your area of expertise. You also need to have your foundation in place so that when a producer or show host checks you out, you will be viewed as a “go to” expert.
Is your information current? Does it convey the message you want to convey? Are all links working? Do you have a media room on your site?
Social media platforms
Are you active on the best social media platforms? Are you branded across all platforms? Is there a consistent look and feel?
Do you have your media kit up to date? Is it readily available on your website? Do you have a media section on your site?
A one sheet is a mini media kit. A one sheet is one of the most important documents to have in place. Not only can you post it on your website for easy access, you can quickly send it to a producer who wants to know more about you.
Your job is to make sure you present yourself in a way that the media wants to talk to you. Working on your foundation, putting in 30 minutes a day, and having a laser approach will reap incredible results.
Not sure what to do? Get a copy of Areva Martin’s book. Read Make It Rain, and you WILL be well on your way to knowing exactly what to do.