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Articles on Media Matters:

Be a Star with Free Publicity

What makes your product or service unique? No, it’s not price. And you need to think again if it’s quality. It’s really YOU. And that’s exactly what the media look for.

Think about it for a moment. Reporters don’t really cover stories about products or services; they write about the people behind the product or service, or the experts. That’s just one of the reasons why you need to position yourself as the authority in your field.

After all, people want to do business with someone they trust. And who better than an expert?
Experts are sought after, get more business with less effort, and command higher fees. They also possess credibility that makes selling themselves easier.
Follow these tips to become the recognized expert:

1. Find your expertise – and use it in all your marketing. Think of topics that relate to what you do. If you manufacture organic pillows, you can be the ‘healthy sleep expert.’ If you are a virtual assistant, start calling yourself the ‘efficiency guru.’ Then once you find a title that fits, use it all the time – on business cards, your website, postcards, etc.

2. Write articles. There’s no better way to get know as an expert than to write and publish articles about your expertise. Think of at least twelve topics, do the research and get writing. Most articles are no more than 500 words. Use lists and bullets to help keep it short. And don’t forget to include a resource box.

3. Be available to the media to comment on your topic of expertise. Let reporters covering your beat know you are an expert and available to comment on your field. Also, jump on a breaking story that involves your expertise. For example, if you’re a gardener and there’s a story about a massive amount of rainfall, pitch a story about how to keep your garden from drowning.

4. Speak on your topic. Come up with a great presentation that gives useful tips and find local places to offer to speak for free. A matchmaker could talk about how to find true love. Once you get several of these under your belt, start looking for regional and national venues to speak.

5. Blog. Blogging is a great way to comment on your expertise while rising the ranks of the Internet. Look for news stories that relate to your topic; then offer your opinion about the story on your blog.

Shannon Cherry
15 Dec 2006
Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. Subscribe today for Be Heard! a FREE biweekly ezine and get a FREE special report. Go to: www.beheardsolutions.com/pop.html

Secret Interview Tactics of Journalists

You’ve done the work, and now a reporter wants to talk to you. You probably think the interview is the easiest part of the process. But you’d be wrong.

Reporters need to get a story, and often they won’t stop if they think they are on to something big. That’s why you need to brush up on your interview skills, before your faced with the big day.

Here are some of the secrets journalists use to get you to talk more, and how you can make the most of your interview time.

1. From the get-go, take the lead. When a reporter calls you to be interviewed, don’t be afraid to ask questions before you get started. Who do you represent? What’s the focus or slant of the story? Are you interviewing anyone else? What’s your deadline? These questions will give you information to prepare.

2. Allow yourself some time to think. No reporter actually thinks a person just stop what they are doing to be interviewed. But often, the interviewee thinks that’s the case – and when he or she does, the reporter can get some ‘off the cuff’ answers that look and sound juicy but may put the interviewee in a bad light. Arrange a mutually convenient time to get back to the reporter, just to get all your ducks in a row.

3. Silence is golden. Silence is a tactic reporters use to get you to keep talking. And that often means saying things you may not really want to say. When you’re done answering the question, stop. Allow for the silence and if the reporter wants more information, he or she will ask for it.

4. Holding a mirror. Some journalists will use a technique called mirroring, which can help an interviewee feel comfortable. But getting too comfortable may allow you to blurt out something you normally wouldn’t say. If you are finding a reporter mimicking you in verbally and nonverbally, you may want to take your time answering or changing your position.

5. Throw away questions. Many reporters have what’s called ‘throw away questions’ that they ask that really mean nothing to the story. These can be used to feel an interviewee out.

6. Pretending to know. Some journalists will ask question that make you think they know more than they really do. If the reporter has made a false assumption, speak up. If not, don’t help the journalist confirm it unless you’ve made a conscious choice to do so.

Shannon Cherry
19 Dec 2006

Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. Subscribe today for Be Heard! a FREE biweekly ezine and get a FREE special report. Go to: www.beheardsolutions.com/pop.html

Make The Media Your Frined

The media (newspaper, radio, television) can be of enormous help to the small and home based business. So, it is very important that you develop a relationship with them.

When you first start your business, inform your local newspaper by using a press release that you are starting a new business. Almost all newspapers have a section which announces new businesses. So check out that section, call the newspaper and ask who you would send your release to and in what format they want the information.

When your business is doing something special for the community be sure to inform the media. Newspapers and radio stations love to get local stories. Just be sure it is newsworthy, and don't overuse it. Always check to see who to send your information to and what format they need. Never blindly send out a release.

Are there trade magazines in your business area? If so, do up a release on your new business. Or if you are an existing business, send a press release on a new product or service.

Another way to work with the media is to write a column. Go to a local paper, no matter how small, and offer to write a column on your area of expertise or on business in general. Don't ask to be paid for it, and promise not to promote your company. You won't need to - your byline, words (and maybe even photograph) will do that.

Just recently we did a review for a former newspaper publisher on his book on how to write a press release and generally dealing with the media. He's promised us a finished copy. Once we get it and re-read it, we'll let you know more.

So develop a relationship with the media, and watch your business soar.

Copyright DeFiore Enterprises 2002

Sue and Chuck DeFiore
12 Mar 2007

Interested in having your own successful, home based creative real estate investing business? Chuck and Sue have been helping folks start successful home based businesses for over 19 years, and we can help you too! To see how, visit http://www.homebusinesssolutions.com for the latest FREE tips and tricks, educational products and coaching in creative real estate investing and home based businesses. No time to visit the site? Subscribe to our FREE "how to" Home Business Solutions Digest, it's like having your own personal coach: mailto:subscribeHBS@homebusinesssolutions.com

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