As a digital content strategist and trainer, I often teach my clients how to maximize their results by writing with 5 audiences in mind:

1. prospective customers
2. existing customers
3. search engines
4. ideal partners (brands, JV or affiliates, sponsors)
5. the media

I consider the media one of your key audiences. It’s not enough to write for Google and your readers.

We must be strategic and plan our content to attract media attention and leverage partnerships and exposure.

Moms are media magnets, and when you’re a featured expert, your visibility, credibility, and profitability skyrocket practically overnight. Publicity is one of the 12 modules in my Mompreneur Mastery training and coaching programs because it’s free and it’s powerful! 

Publicity gives your story amplification through the media and journalists love blogs and social media. In fact, studies show that blogs are the most researched source for media stories.

It has also been proven that Twitter and LinkedIn are the best mediums to pitch media outlets, although you will increase your odds by being visible in more social networks.

5 Tips to Effectively Engage the Media Online:

The secret to harnessing the power of publicity lies in relationships. When you effectively engage the media, you generate massive exposure for your mompreneur brand, your products, and your business.

Before you start using social media to engage broadcast media journalists, consult with a coach that can help you learn the do’s and don’ts of the trade, craft a riveting message that will help you stand out from the crowd, and let others know you are media savvy and the right person to serve them.

Search for current relevant news in your topic of expertise and join the conversation. You can search on Google Trends and sign up to receive Google Alerts around your topic. 

When you tie your message to breaking news, you are a valuable asset for journalists and reporters because they are looking to cover these topics. This is why being prepared matters!

You want to be proactive and leverage the power of SEO to get found by keywords and key phrases related to your signature topics when broadcast media journalists are looking for a source.

You can also at the calendar and research all the National Holidays that are related to your topic or area of expertise, because you will more of a relevant source at that time.

Make sure your website or blog has a media center or media page where you showcase your expertise and provide them with the information they need to confirm you are a good fit for their story.

Optimize all your social channels with your expert title, your expert bio, and your three main topics or categories. Your social platforms must convey a consistent message so you don’t confuse and discourage them.

TV producers will look at any existing videos you may have, so you can include sample videos on your media page, but also make sure you have an optimized YouTube channel where you cover the topics you want to be known as an expert for.

Make a list of at least 10 TV shows your audience is watching and you want to appear on and study how they work. Start local, then regional, then national.

I know everyone’s dream is to go national, and it is possible for you to skip right through; however, starting small will give you the practice to hone your segment, the preparation, and the confidence you need for “the big leagues.”

Research local newspapers or magazines, church bulletins, or hard-copy newsletter for local organizations and find out whether they offer announcements or publish interviews with experts in your field.

Once you have identified the journalist you will be pitching to, you must become familiar with them and and find genuine ways to connect with them. Read their online profiles, read and comment on any blog posts they may have written, find out what they are passionate about, follow them, like their page, and subscribe to their blog, if they have one.

By following reporters on social media, you will understand the type of stories they are looking for, what topics are of interest to them, and what is no longer relevant and won’t get you earned media.

When you get the time to get to know the reporters, editors and producers you want to work with, you will be more likely to make an impact when you send a pitch, and you will create a valuable long-lasting, and mutually beneficial partnership. 

Now make sure you are not hounding reporters. They have a lot going on and have deadlines to meet, and they know are not looking to endorse your service or product, but to highlight authentic stories that are real, personal, and make a difference.

Pleasantries and professionalism go a long way, and though it definitely takes time to get to know your reporter and to craft a personal message to them (versus a mass email – yikes!), you will love the results!

Remember that journalists get hundreds of pitches a day, so the the easier you make their job, the more likely they are to pay attention, remember you, and think of you for the next opportunity in the newsroom.

The more you build relationships with reporters, whether in person or social media, the better you will get at refining your pitch and crafting your stories and visual storytelling, and you will ultimately capture their attention.

These tips will help you get started on your journey to massive media exposure. In today’s “multi-screen” world, becoming a “newsworthy expert” will result in building great relationships, increasing your credibility, and monetizing your passion. Go get them!

How do you currently engage broadcast media journalists online? Share your own tips in a comment below!

[ela]