Ten years ago, in 2006, Peter Roper and Andy Lopata published the first edition of ‘…and Death Came Third! The Definitive Guide to Networking and Speaking in Public’ on Bookshaker. The book was a big success with over 2,000 copies sold in the first 48 hours alone.Panoma Press published the second edition in 2011 and negotiated a separate edition published in Malaysia and Singapore.
We have consistently been amazed by the affection held for ‘…and Death Came Third!’ by many readers, reflected by the emails and comments we have received from people from a range of backgrounds. The book focuses on the basics of networking and presentation skills, giving readers simple approaches to working the room at networking events or giving their first talk.
To celebrate this, we have got together with our network to provide a series of short ‘Basics’ blogs. Over the month of September Andy, Peter and Panoma Press owner Mindy Gibbins-Klein will share a guest blog every day exploring the basics of business, from the basics of confidence and attitude to negotiation and strategy. We have also made the Kindle edition of this excellent book just £1.99 or $2.99 throughout September, so if you haven’t read it yet, get your copy now!
Today Media Coach Alan Stevens shares his top three tips to get great media coverage
Getting media coverage, whether broadcast, print or online is not that difficult. However, getting good and consistent media coverage requires a plan. A one-off appearance on TV may be food for the ego, but it’s unlikely to have any impact on your business. If you are seen often, talking about the same type of issues, that positions you as an expert with a valuable opinion, which is exactly where you need to be for business to come to you.
So here are three tried and tested steps that, if you apply them consistently, will place you in the category of “you seem to be on the media all the time”.
1. Show your speciality
All types of media have a hunger for expertise. However, there is little time to find an expert, so you have to become known for your specialism. You can do that in a number of ways – blogs, videos, podcasts etc. You need to be consistent, so that whenever people see your name, they associate it with your specialist subject. Don’t be afraid to be controversial – that’s an asset on the media, provided you don’t offer opinions that are utterly mad. State your view, providing evidence to back it up, and a story to illustrate your point. Don’t be salesy, but just keep putting information out there. You may also wish to join a site like expertsources.co.uk, where reporters look for experts, but there is a cost for that.
2. Keep in touch
Whenever you meet or get in touch with a reporter, make a note of their name, contact details and area of interest. Check out their previous work, and note whenever they have written pieces that relate to your specialist area. If they have a LinkedIn profile, offer to connect. From time to time (maybe every couple of months), get in touch. Don’t pitch a story to them ever time, but send them something that you think may interest them – perhaps a survey or a story that you picked up from a news feed. Don’t pester them, but simply offer help. They will appreciate it.
3. Spot opportunities
Now this is where you become proactive. You may have your own story (and make sure it is a story, not just factual information), but you’re more likely to have success commenting on a story that’s just broken. That means monitoring the news, and picking up on anything that overlaps with your expertise. Online news sites are a great way of getting noticed by commenting on a story (include your contact details of course). You can also call phone-in shows on a topic you’re an expert in – this is one of the easiest ways to get on air, since the number of callers is always low. Opportunities can arise both nationally and locally, and local ones are even easier to get picked up by, especially if you mention that you are living in their region.
In short, become known as an expert, become known to journalists, and take opportunities when they arise. It’s that easy to get great media coverage.
Alan Stevens, The MediaCoach – Building and Protecting your reputation at www.mediacoach.co.uk