The media is a powerful platform that can be used to share your story and expertise. They can help you to build a positive reputation and solid credibility for yourself and your brand. However, getting journalists to call you for an interview isn't easy.
Recently, I was the featured social media expert in a story on Channel 7's Today Tonight. This mainstream TV appearance was actually the result of me offering to do a free social media training session for the journalists at Private Media Group four years ago.
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How was that possible, you ask?
Let me tell you how I achieved this.
You see, my goal was to achieve that sweet spot where journalists call me for comment on a story that relates to my personal brand.
It takes time and a lot of pitching to achieve that, but now there isn't a week that goes by where I'm not doing an interview where a journalist calls me directly.
These interviews can then lead to other interviews. I call them gateway opportunities.
Let me explain. The Today Tonight opportunity was from an interview I did with SmartCompany about McDonalds sacking a worker who posted an inappropriate Facebook post. The producer needed a social media expert to speak on TV about the incident.
He Googled it and found me because I had commented in the media about the story already. (He also checked my website and saw my credentials.) He then called me directly for an interview.
Often, one interview can lead to another.
We recently had a client who we pitched and achieved the lead business story across most of the Fairfax newspapers (SMH, The Age, AFR, etc.). That afternoon we had a frantic time booking a bunch of radio and TV interviews because those producers all scour the mainstream media for stories.
We also got a client's story into a local paper which was syndicated to the Daily Telegraph because they are owned by the same publisher (News Limited).
How to create gateway opportunities:
Build your personal brand
I built my personal brand in a very clear and intentional way. I figured out what I wanted to be known as an expert in, and then built a considered strategy around that (and worked hard to achieve it)!
Small can lead to big
Even the smallest interview that you might think isn't worth doing, can lead to mainstream media. Don't discount it because it's not on your wish list.
I want to be on TV
That's great. Sometimes you can pitch directly, but that can be really hard. Think outside the square. Where else can you pitch your story idea that might lead to a broadcast opportunity?
Oh, and those Private Media journalists that were in that training room all those years ago still call me for comment. Think long term about your personal brand and media opportunities.
Trust me, if you keep going and put yourself out there it can unlock opportunities you've never even dreamed of.
About the author
Catriona Pollard is the author of From Unknown To Expert, a step by step framework designed to help entrepreneurs develop effective PR and social media strategies to become recognised as influencers in their field. www.unknowntoexpert.com
Catriona is also the director of CP Communications, which merges traditional PR tactics with cutting-edge social media strategies that engage consumers as well as business. www.cpcommunications.com.au
Follow Catriona:
Twitter: @catrionapollard
Facebook: www.facebook.com/catrionapollard
Blogs: www.catrionapollard.com | www.unknowntoexpert.com/blog
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Recently, I was the featured social media expert in a story on Channel 7's Today Tonight. This mainstream TV appearance was actually the result of me offering to do a free social media training session for the journalists at Private Media Group four years ago.
How was that possible, you ask?
Let me tell you how I achieved this.
You see, my goal was to achieve that sweet spot where journalists call me for comment on a story that relates to my personal brand.
It takes time and a lot of pitching to achieve that, but now there isn't a week that goes by where I'm not doing an interview where a journalist calls me directly.
These interviews can then lead to other interviews. I call them gateway opportunities.
Let me explain. The Today Tonight opportunity was from an interview I did with SmartCompany about McDonalds sacking a worker who posted an inappropriate Facebook post. The producer needed a social media expert to speak on TV about the incident.
He Googled it and found me because I had commented in the media about the story already. (He also checked my website and saw my credentials.) He then called me directly for an interview.
Often, one interview can lead to another.
We recently had a client who we pitched and achieved the lead business story across most of the Fairfax newspapers (SMH, The Age, AFR, etc.). That afternoon we had a frantic time booking a bunch of radio and TV interviews because those producers all scour the mainstream media for stories.
We also got a client's story into a local paper which was syndicated to the Daily Telegraph because they are owned by the same publisher (News Limited).
How to create gateway opportunities:
Build your personal brand
I built my personal brand in a very clear and intentional way. I figured out what I wanted to be known as an expert in, and then built a considered strategy around that (and worked hard to achieve it)!
Small can lead to big
Even the smallest interview that you might think isn't worth doing, can lead to mainstream media. Don't discount it because it's not on your wish list.
I want to be on TV
That's great. Sometimes you can pitch directly, but that can be really hard. Think outside the square. Where else can you pitch your story idea that might lead to a broadcast opportunity?
Oh, and those Private Media journalists that were in that training room all those years ago still call me for comment. Think long term about your personal brand and media opportunities.
Trust me, if you keep going and put yourself out there it can unlock opportunities you've never even dreamed of.
About the author
Catriona Pollard is the author of From Unknown To Expert, a step by step framework designed to help entrepreneurs develop effective PR and social media strategies to become recognised as influencers in their field. www.unknowntoexpert.com
Catriona is also the director of CP Communications, which merges traditional PR tactics with cutting-edge social media strategies that engage consumers as well as business. www.cpcommunications.com.au
Follow Catriona:
Twitter: @catrionapollard
Facebook: www.facebook.com/catrionapollard
Blogs: www.catrionapollard.com | www.unknowntoexpert.com/blog
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