Aug 6, 2019
Everyone has a story, especially every business owner.
Self-promotion can be scary but must be done in order to get your
name and business out there. There is power in storytelling and
sharing your story with the media. Gigi Barnett of Story Sell Your
Brand, teaches entrepreneurs how to successfully pitch themselves
to the media. Often business owners don’t realize that they are
capable of doing their own PR; Gigi shows them strategies to get
seen and heard. In this episode, Gigi shares her tips on how to
promote your brand with confidence.
Step One -Plan your Purpose:
Look at what I call the T&T (trends and timing) effect of your
business. The best story ideas come from trends and timing
(significant times of the year). What the business owner notices
can also reveal where your industry is headed and editors/producers
like predictions.
Step Two - Put the "people angle" at the center of your pitch.
Producers and editors want stories that directly affect their
audience. If you can couch your pitch using words their audience
wants to see and hear, it's golden.
Step Three - Know who and what to pitch. This step can take 15-20
minutes a day. (Just build it into your calendar and do it!) Sit
down and write out which platforms are best for your pitch. Where
are the people you want to reach? (this isn't just about a
producer's or editor's audience - it's about the audience you want
to reach, too.) Get the names of those editors/producers. Sometimes
this takes a quick call to the news desk (It's OK to do this.)
Step Four - The follow-up! This is key. Many times editors and
producers need a little nudging. While I was working in the media,
it was perfectly OK to get phone calls from people in the
community. Call them! Send follow up emails. Ask, 'When do you have
availability on your show?'
Step Five - Keep your contacts handy! I've worked with some clients
who have been interviewed by reporters and anchors before; and,
they tossed the reporter's business card later. Don't do that! Keep
in contact with anyone and everyone you are linked to in the
media.
Producers, editors - and especially reporters -- like the
"you-scratch-my-back-I'll-scratch-yours" method of keeping in
touch. If they're not interested in your pitch, some of them will
tell you. This is a good time to reconnect over a cup of Joe; and,
go over what they're looking for in a great pitch.