How to get your business into the media 1. Types of access 2. Making contact Baila Lazarus...

How to get your business into the media

1. Types of access2. Making contact

Baila [email protected]

Types of access

1. Be interviewed

2. Write a column

3. Write a letter to the editor

Baila Lazarus [email protected] 2

Types of access

1. Be interviewed a. Expert in a specific

industry b. Knowledgable about

some part of businessc. Knowledgable about a

trend


What expert advice do you have that others need?


Types of access - interview

A. Be interviewed as an expertin a specific industry

Real estate agent- Housing market- Mortgages/interest rates- How to negotiate a commercial lease- Selecting the best location for a business



B. Be interviewed about business operations

Real estate agent- Client-management software- Scheduling- Hiring staff- Branding/marketing/finding a niche



C. Be interviewed about trends

Real estate agent- Development in specific neighbourhoods- Transportation changes (bike lanes)- New schools, shopping centres, stores- Trends in business operations


Types of access - interviewInterview as an expert- Coffee- Trade with Asia- Sustainability- Thailand- Working conditions in

Asia


Types of access

1. Be interviewed

2. Write a column 1. Advice - you are the expert 2. Opinion - you’ve got something to say


Types of access – advice


Types of access – opinion


Types of access

3. Write a letter to the editor- What do you feel passionately about?- Is there an area in which you have expertise?- Look at other letters 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?


Know the media


Know the media

1. What does the editor/producer want? 1. Read the 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


Where do they ask for suggestions?


Know the media1. 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?


Know yourself

What are your areas of expertise?Ask yourself - “What’s new in my business?”- “What surprises people when I talk about my

business?”- “What business operations do I have to deal with

on a daily basis; or challenge I had to overcome?”- “What are some news trends I can speak about?”


What do I know about business operations?


Know the media

1. What does the editor/producer want?

2. What do I have that they need?

3. Submit a pitch


Submit your pitch

1. Grab them in the subject line


Submit your pitch

2. Identify what’s new or how you will solve their problem

3. Write in a succinct, clear format1. Bullet point2. Connect what you have with what they need3. Submit well in advance


Rough pitchHi Baila, here is what my company focuses on:• Sales and service of heavy machinery in agriculture

Here’s what I can speak to:• The economic impact on the agriculture industy• How hard it is to find good hires• Restructuring and strategic planning for growth• How to find financing without going to a bank• What the agriculture business climate is like in Langley

News hooks• We just celebrated five years from opening• We just passed the $1 million mark in sales• There’s a new amendment to agriculture bylaw xxxxx• There’s a new trade agreement that is going to impact agriculture• The potash industry just blew up - that’s going to affect me• I am happy to be interviewed or I can write an advice or opinion columnI have high-res images of myself with standing in front of my products

Here’s how to contact me:My background is:


Submit your pitch

1. Grab them with the subject line2. Identify what’s new or how you will

solve their problem 3. Write in a succinct, clear format4. Follow up


PHASE2COACHING


How to get into the media: workshopSeptember 24

YWCA on HornbySession 1: 12:15 - 2 pm

Session 2: 2-3:45pm$25 per session

$20 with RTN promo code

How to get your business into the media 1. Types of access 2. Making contact Baila Lazarus...

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