Baila Lazarus

Baila Lazarus

Maximizing Media - it’s not about standing out in your field, it’s about how you can help Baila Lazarus PHASE 2 COACHING

This workshop covers I. How to access media 1. Interviews 2. Advice column 3. Opinion column/letter III. Making contact 1. Identifying what that medium does/needs 2. Identifying how you can fill that need 3. Writing the pitch Baila Lazarus

Types of access 1.Be interviewed 2.Write a column 3.Write a letter to the editor Baila Lazarus

Types of access - interview A. Industry expert -Food/liquor laws B. Business operations -Hiring seasonal staff -Location/expansion -Technology/sustainability C. Trends -Food/travel choices -Strength of the dollar Baila Lazarus

Types of access - interview Interview expert -Sustainability -On-site farms and gardens -Tourism in the Interior -Green marketing -Corporate citizenship Baila Lazarus

Types of access 1.Be interviewed 2.Write a column Advice - you are the expert Baila Lazarus

Types of access – advice Baila Lazarus

Types of access – advice Question: What do I need to know if I want to buy a franchise? Baila Lazarus

Types of access – advice Baila Lazarus

Types of access 1.Be interviewed 2.Write a column - advice 3.Write an opinion column (“op/ed”) or letter to the editor -What do you feel passionately about? -Is there an area in which you have expertise? -Look at other samples and see how long they are and what the tone is. Baila Lazarus

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

Making contact 1.What does the editor/producer want? To give readers/viewers/listeners the best tools and strategies to maximize their business and manage their lives. Put yourself in the the viewers shoes and ask, “ Why should I care about this story? What is the impact on me? Compelling material that will turn heads and has strong reason for being run at that time Baila Lazarus

Know the media Baila Lazarus

Know the media 1.What does the editor/producer want? 1.Read the website or publication / watch or listen to the broadcast to get a feel for it 2.Look for where they ask for suggestions 3.Check trends (in news, social media) 4.Find or ask for a content calendar Baila Lazarus

Sample content calendar Baila Lazarus

Sample content calendar Baila Lazarus

Sample content calendar Baila Lazarus

Sample special sections Baila Lazarus Business Examiner Vancouver Island Business Examiner Victoria - Health and wellness in the workplace - Boating and marine - Community in Focus: the Pacific Rim - Community in Focus: Sooke

Most media have seasonal sections Baila Lazarus Jewish Independent B.C. Day

Know the media 1.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

Play all the angles Pitch topics Asia-Pacific section -New destination status for Canada -Doing business in China -Opportunities in the Pacific Rim -Marketing Baila Lazarus

Know the media 1.What does the editor/producer want? 2.What do I have that they need? 3.How do I submit a pitch? Baila Lazarus

Submit your pitch 1.Make subject line COUNT Baila Lazarus

Baila Lazarus

Submit your pitch Better subject line Asia Pacific: tourism business from China Baila Lazarus

“Another” means it’s not news Baila Lazarus

Forget “media release” etc. for targeted pitches Baila Lazarus

Forget “news release” etc. for targeted pitches Baila Lazarus

Not a great pitch Baila Lazarus

Revised pitch Baila Lazarus

Submit your pitch 3. Follow up - again -subject: “Follow up: HR / Hospitality sections” -one phone message or brief conversation Baila Lazarus

Media Page Baila Lazarus 1. Main contacts, including cel and 2. High-res images that are easy to download - torso shots (H&V) for owners, managers, chefs, other key people - interior/exterior shots if appropriate - action shots 3. Background and numbers (how many rooms, how many trips, how many customers, how much money, etc.

PHASE 2 COACHING Baila Lazarus –How to Get Your Business Into the Media Small Business BC