Baila Lazarus [email protected] 778-240-4208. Baila Lazarus [email protected] 778-240-4208.

Baila [email protected]

Maximizing Media

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


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


Types of access

1. Be interviewed

2. Write a column

3. Write a letter to the editor

Baila Lazarus [email protected] 5

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


Types of access - interview

Interview expert- Sustainability- On-site farms

and gardens- Tourism in the

Interior- Green marketing - Corporate

citizenship


Types of access

1. Be interviewed

2. Write a column Advice - you are the expert


Types of access – advice


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


Types of access – advice


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.


Making contact

1. What does the editor/producer want?

2. What do I have that they need?

3. How do I submit a pitch?


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


Know the media


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


Sample content calendar


Sample special sections


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


JewishIndependentB.C. Day

Know the media


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?


Play all the angles

Pitch topicsAsia-Pacific section

- New destination status for Canada

- Doing business in China

- Opportunities in the Pacific Rim

- Marketing


Know the media


2. What do I have that they need?

3. How do I submit a pitch?


Submit your pitch1. Make subject line COUNT


Submit your pitch

Better subject line

Asia Pacific: tourism business from China


“Another” means it’s not news


Forget “media release” etc. for targeted pitches


Forget “news release” etc. for targeted pitches


Not a great pitch •


Revised pitch


Submit your pitch

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

sections”- one phone message or brief conversation


Media Page


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


–How to Get Your Business Into the Media

Small Business BC

www.phase2coaching.com/seminars

Baila Lazarus [email protected] 778-240-4208. Baila Lazarus [email protected] 778-240-4208.

Documents

Transcript of Baila Lazarus [email protected] 778-240-4208. Baila Lazarus [email protected] 778-240-4208.