Baila Lazarusbaila@shaw.ca778-240-4208

Baila Lazarusbaila@shaw.ca778-240-4208

Maximizing Media

- it’s not about standing out in your field, it’s about how you can help

Baila Lazarusbaila@shaw.ca778-240-4208

PHASE2COACHING

This workshop covers

I. How to access media1. Interviews2. Advice column3. Opinion column/letter

III. Making contact1. Identifying what that medium does/needs2. Identifying how you can fill that need3. Writing the pitch

Baila Lazarusbaila@shaw.ca778-240-4208

Types of access

1. Be interviewed

2. Write a column

3. Write a letter to the editor

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Types of access - interviewA. Industry expert - Food/liquor laws

B. Business operations- Hiring seasonal staff- Location/expansion- Technology/sustainability

C. Trends- Food/travel choices- Strength of the dollar

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Types of access - interview

Interview expert- Sustainability- On-site farms

and gardens- Tourism in the

Interior- Green marketing - Corporate

citizenship

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Types of access

1. Be interviewed

2. Write a column Advice - you are the expert

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Types of access – advice

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Types of access – adviceQuestion: What do I need to know if I want to buy a franchise?

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Types of access – advice

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Types of access

1. Be interviewed2. Write a column - advice

3. Write an opinion column (“op/ed”) or letter to the editor

- What do you feel passionately about?- Is there an area in which you have expertise?- Look at other samples and see how long they are and

what the tone is.

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Making contact

1. What does the editor/producer want?

2. What do I have that they need?

3. How do I submit a pitch?

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Making contact1. What does the editor/producer want?

• To give readers/viewers/listeners the best tools and strategies to maximize their business and manage their lives.

• Put yourself in the the viewers shoes and ask, “Why should I care about this story? What is the impact on me?

• Compelling material that will turn heads and has strong reason for being run at that time

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Know the media

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Know the media

1. What does the editor/producer want? 1. Read the website or publication / watch or

listen to the broadcast to get a feel for it2. Look for where they ask for suggestions3. Check trends (in news, social media)4. Find or ask for a content calendar

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Sample content calendar

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Sample content calendar

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Sample content calendar

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Sample special sections

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Business Examiner Vancouver IslandBusiness Examiner Victoria

- Health and wellness in the workplace- Boating and marine- Community in Focus: the Pacific Rim- Community in Focus: Sooke

Most media have seasonal sections

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JewishIndependentB.C. Day

Know the media

1. What does the editor/producer want?

2. What do I have that they need?1. What are my areas of expertise?2. What do I know about trends they may be

covering?3. How do my demographics fit in with their

stories?

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Play all the angles

Pitch topicsAsia-Pacific section

- New destination status for Canada

- Doing business in China

- Opportunities in the Pacific Rim

- Marketing

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Know the media

1. What does the editor/producer want?

2. What do I have that they need?

3. How do I submit a pitch?

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Submit your pitch1. Make subject line COUNT

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Submit your pitch

Better subject line

Asia Pacific: tourism business from China

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“Another” means it’s not news

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Forget “media release” etc. for targeted pitches

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Forget “news release” etc. for targeted pitches

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Not a great pitch •

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Revised pitch

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Submit your pitch

3. Follow up- Email again- subject: “Follow up: HR / Hospitality

sections”- one phone message or brief conversation

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Media Page

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1. Main contacts, including cel and email

2. High-res images that are easy to download

- torso shots (H&V) for owners, managers, chefs,

other key people

- interior/exterior shots if appropriate

- action shots

3. Background and numbers (how many rooms, how many trips, how many customers, how much money, etc.

PHASE2COACHING

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–How to Get Your Business Into the Media

Small Business BC

www.phase2coaching.com/seminars