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

2. Types of access 1.Be interviewed 2.Write a column 3. Write a letter to the editor Baila Lazarus baila@shaw.ca2

3. 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 baila@shaw.ca3

4. What expert advice do you have that others need? Baila Lazarus baila@shaw.ca4

5. 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 baila@shaw.ca5

6. 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.ca6

7. 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.ca7

8. Types of access - interview Interview as an expert -Coffee -Trade with Asia -Sustainability -Thailand -Working conditions in Asia Baila Lazarus baila@shaw.ca8

9. 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.ca9

10. Types of access – advice Baila Lazarus baila@shaw.ca10

11. Types of access – advice Baila Lazarus baila@shaw.ca11

12. Types of access – opinion Baila Lazarus baila@shaw.ca12

13. 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.ca13

14. 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.ca14

15. Know the media Baila Lazarus baila@shaw.ca15

16. 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 baila@shaw.ca16

17. Sample content calendar Baila Lazarus baila@shaw.ca17

18. Where do they ask for suggestions? Baila Lazarus baila@shaw.ca18

19. 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 baila@shaw.ca19

20. 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 baila@shaw.ca20

21. What do I know about business operations? Baila Lazarus baila@shaw.ca21

22. Know the media 1.What does the editor/producer want? 2.What do I have that they need? 3.Submit a pitch Baila Lazarus baila@shaw.ca22

23. Submit your pitch 1.Grab them in the subject line Baila Lazarus baila@shaw.ca23

24. 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 baila@shaw.ca24

25. 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 baila@shaw.ca25

26. 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 baila@shaw.ca26

27. PHASE 2 COACHING Baila Lazarus baila@shaw.ca27 How to get into the media: workshop September 24 YWCA on Hornby Session 1: 12:15 - 2 pm Session 2: 2-3:45pm $25 per session $20 with RTN promo code