How to get your business into the media 1. Types of access 2. Making contact Baila Lazarus

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

Types of access 1.Be interviewed a. Expert in a specific industry b. Knowledgable about some part of business c. Knowledgable about a trend Baila Lazarus

What expert advice do you have that others need? Baila Lazarus

Types of access - interview A. Be interviewed as an expert in 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

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

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

Types of access - interview Interview as an expert -Coffee -Trade with Asia -Sustainability -Thailand -Working conditions in Asia Baila Lazarus

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

Types of access – advice Baila Lazarus

Types of access – advice Baila Lazarus

Types of access – opinion Baila Lazarus

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

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

Know the media Baila Lazarus

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 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

Where do they ask for suggestions? Baila Lazarus

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

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?” Baila Lazarus

What do I know about business operations? Baila Lazarus

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

Submit your pitch 1.Grab them in the subject line Baila Lazarus

Submit your pitch 2. Identify what’s new or how you will solve their problem 3. Write in a succinct, clear format 1.Bullet point 2.Connect what you have with what they need 3.Submit well in advance Baila Lazarus

Rough pitch Hi 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 column I have high-res images of myself with standing in front of my products Here’s how to contact me: My background is: Baila Lazarus

Submit your pitch 1.Grab them with the subject line 2.Identify what’s new or how you will solve their problem 3.Write in a succinct, clear format 4.Follow up Baila Lazarus

PHASE 2 COACHING Baila Lazarus How to get into the media: workshop September 24 YWCA on Hornby Session 1: 12: pm Session 2: 2-3:45pm $25 per session $20 with RTN promo code