how to get your business into the media 1. types of access 2. making contact baila lazarus...
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How to get your business into the media
1. Types of access2. Making contact
Baila Lazarusbaila@shaw.ca778-240-4208
Types of access
1. Be interviewed
2. Write a column
3. Write a letter to the editor
Baila Lazarus baila@shaw.ca 2
Types of access
1. Be interviewed a. Expert in a specific
industry b. Knowledgable about
some part of businessc. Knowledgable about a
trend
Baila Lazarus baila@shaw.ca 3
What expert advice do you have that others need?
Baila Lazarus baila@shaw.ca 4
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
Baila Lazarus baila@shaw.ca 5
Types of access - interview
B. Be interviewed about business operations
Real estate agent- Client-management software- Scheduling- Hiring staff- Branding/marketing/finding a niche
Baila Lazarus baila@shaw.ca 6
Types of access - interview
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
Baila Lazarus baila@shaw.ca 7
Types of access - interviewInterview as an expert- Coffee- Trade with Asia- Sustainability- Thailand- Working conditions in
Asia
Baila Lazarus baila@shaw.ca 8
Types of access
1. Be interviewed
2. Write a column 1. Advice - you are the expert 2. Opinion - you’ve got something to say
Baila Lazarus baila@shaw.ca 9
Types of access – advice
Baila Lazarus baila@shaw.ca 10
Types of access – advice
Baila Lazarus baila@shaw.ca 11
Types of access – opinion
Baila Lazarus baila@shaw.ca 12
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.
Baila Lazarus baila@shaw.ca 13
Making contact
1. What does the editor/producer want?
2. What do I have that they need?
3. How do I submit a pitch?
Baila Lazarus baila@shaw.ca 14
Know the media
Baila Lazarus baila@shaw.ca 15
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
Baila Lazarus baila@shaw.ca 16
Sample content calendar
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Where do they ask for suggestions?
Baila Lazarus baila@shaw.ca 18
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?
Baila Lazarus baila@shaw.ca 19
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?”
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What do I know about business operations?
Baila Lazarus baila@shaw.ca 21
Know the media
1. What does the editor/producer want?
2. What do I have that they need?
3. Submit a pitch
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Submit your pitch
1. Grab them in the subject line
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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
Baila Lazarus baila@shaw.ca 24
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:
Baila Lazarus baila@shaw.ca 25
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
Baila Lazarus baila@shaw.ca 26
PHASE2COACHING
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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
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