Are you looking to secure more earned media and become a trusted expert journalists know they can rely on? The good news is we have the fundamentals to help you increase your chances of getting ‘the’ call – and these tips can work across print, radio, television and social media.
This is just some of the advice you’re likely to hear at #MeetTheMedia, where you’ll hear firsthand from leading Australian journalists and producers.
And if you apply these tips consistently, it will not only improve the quality of your media engagement but strengthen your relationships with journalists. This means more chances of earning valuable media coverage.
Consume the media you want to be part of
This might be obvious but if your goal is to appear on Ben Fordham Live on 2GB or to appear on the pages of the Australian, make sure you’re listening to the show or reading the content in the newspaper.
Do you have something to add to the conversation? Understand what topics they are covering, what issues they are passionate about, how they interact with guests and what resonates with their audience.
The more familiar you are with the media outlet, the better your pitch will be. You will be able to frame your ideas in a way that is relevant and valuable to both the journalist and their audience.
Just as importantly, consuming the media demonstrates respect. It shows that you have taken the time to understand their individual platform before asking for a piece of the pie. Journalists notice that effort. When you deliver value and fit seamlessly into their program or publication, you dramatically increase your chances of being invited back.
Be available
If there is one phrase that almost every producer and journalist repeats, it is this: “Be available.”
Nothing frustrates media professionals more than receiving a strong story pitch only to discover the spokesperson is unavailable. They are on holiday, attending a conference, in a meeting, or simply not answering their phone. This is not the time to screen phone calls.
Media operates on tight deadlines. Opportunities can appear and disappear within an hour, or sometimes minutes. If a journalist is say working on a story about rental price hikes, they may cast the net out wide, contacting several real estate agents or experts. Whoever picks up their phone first or is available will likely get the interview.
We understand there are often legitimate reasons why someone may not be available. Emergencies. Professional commitments arise. But if this becomes a consistent struggle, you may earn an unwanted reputation within the media. Do not call.
So, if you want to become a trusted media contact, make responsiveness a priority.
Be flexible
As well as being available, it’s just as important to be flexible.
Many experts and commentators are highly organised people. They work to schedules, processes and carefully planned calendars. The media, however, often work differently. News breaks unexpectedly. Deadlines move. Interviews are rescheduled. Priorities change.
The best media performers understand this reality and adapt accordingly.
They know when an opportunity arises, they may need to move a meeting, delay another commitment or adjust their plans to accommodate the interview. They work within the media’s timeframe, not their own.
This flexibility makes life easier for journalists and producers. More importantly, it makes you memorable. Media professionals quickly identify the experts who are reliable, responsive and easy to work with. Those are the people who will receive the call again and again.
Being flexible is also about being able to evolve with the news stories of the day. Are you prepared to read a news story that’s been published 30 minutes ago and provide your opinion live on air? If you are flexible or prepared to go above and beyond for the show, the producer is sure to recommend you for future segments.
These are just three of many practical insights shared by the journalists, presenters and producers who attend #MeetTheMedia each year. The events provide a rare opportunity to hear firsthand from Australia’s leading media professionals, understand what they want from an expert and build the relationships that can lead to meaningful earned media opportunities.
For experts, business leaders and brands looking to raise their profile, those connections can make all the difference between being overlooked and becoming a trusted media contributor.
By Nic Hayes, Managing Director of Media Stable.
