In the 13-years since Media Stable was founded, I’ve been asked a multitude of questions about what’s best practice when it comes to engaging and working with media.
I’ve managed to whittle those many questions, queries and concerns down to my top six most frequently asked questions.
What does it mean to be ‘media ready’?
Just like the Boy Scouts, you must always ‘be prepared’ for media opportunities.
Spend a little time now organising the key assets for a media engagement, so you’re ready to go when you do get that call.
Identify a good location for an interview, one that has good lighting, minimal sound disruptions, and an interesting background.
Have a change of clothes ready go. This could be clothes relevant to your industry, a branded polo shirt, or a smart casual shirt.
Make sure you’re clear on your key messages.
Like the quote from the classic Aussie film The Castle, “It’s the vibe,” so make sure you are in the right frame of mind, with the energy, clarity and confidence to deliver your best performance.
How do I inject myself into the media cycle?
You are best positioned to put yourself in the media if you know and understand what the media are covering. So, consume the media you want to appear in. Get to know who the reporters and journalists are, the issues they cover, their reporting style and the format. Understand their position and angle on issues so you can join the conversation and push it forward: “I heard you say this on the matter… but my position is actually…”
Make yourself known to the media before stories break. Introduce yourself over email and let them know you’re available for expert commentary should a relevant story come across their desk. Send them your media profile and contact details.
Familiarise yourself with the different media cycles. Without fail each January the media will be interested in stories about new beginnings, resolutions, divorce, holiday parenting, Change the Date debate, back to school and more. In June it’s tax hacks, EOFY advice, household finances and sales. Every month there are stories guaranteed to be in the media. Be prepared for what’s coming and get your pitches into the newsroom in plenty of time.
What can I do to stand out?
Take a clear position backed by facts and supported by evidence. A contrarian view breaking from the norm is preferable but only if it is your honest opinion and not just to attract media attention.
Showcase your work on social media. Your target audience wont always be tuned in during your media appearances, so it’s critical to upload your appearances to your own channels. A strong social media presence also helps media find you and vet your credibility as an expert.
Reach out to journalists and let them know you are available. The proactive approach is well received by journalists if you will make their life easier.
What content is the media looking for?
The media are always looking for human stories and will preference local angles. They want stories that their audience will connect with, that will evoke an emotional response and will inform and educate their viewer.
They are always looking for experts and commentators to dissect and make sense of current events in the news cycle.
You can also stay on top of the media cycle with a content calendar marking relevant days, celebrations and holidays.
A media advisor gives you the added edge by constantly scan for opportunities to insert you into the media narrative, achieving for you the holy grail for personal and business brands: earned media.
How do I build strong media relationships that last?
Give and expect nothing in return.
Be a trusted asset and a reliable source of commentary and content.
If you are getting regular call-ups from a particular publication or broadcaster, nurture that relationship. You can of course work with other media but look after those who look after you. Regular spots are hard to come by.
Don’t play games, don’t be difficult and don’t pit media against each other.
When I get in the media what can I do to get asked back?
The media is always on the hunt for fresh voices, new yarns and quality content, so make sure what you’re offering is a cut above the competition.
Your attitude, energy and enthusiasm are all very important.
Media appearances are about human interactions, so always be polite and understanding. News stories regularly get bumped for breaking news, it’s not personal it’s just the nature of the beast.
If you really want to make an impact with media, then attend a #MeetTheMedia and discover exactly how to be a media asset.
By Nic Hayes, Managing Director of Media Stable.
