Download - How to get your business into the media 1. Types of access 2. Making contact Baila Lazarus 778-240-4208

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

Download - How to get your business into the media 1. Types of access 2. Making contact Baila Lazarus 778-240-4208

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