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Misconceptions about Media Relations

Lesson 45 from: Building Your Authority Platform

Beate Chelette

Misconceptions about Media Relations

Lesson 45 from: Building Your Authority Platform

Beate Chelette

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Lesson Info

45. Misconceptions about Media Relations


Class Trailer

The Authority Platform


Class Introduction


Generations Matter in the Way You Sell


Business Has Changed


Move From Selling to Serving to Solving


The Authority Platform


Your Elevator Pitch


Stop Selling and Start Connecting


Hot Seat - Elevator Pitch


About Beate


Platform Building Overview


How to Cut Through the Noise


Interview with Andrea Reindl






Why Peer Approval Matters


Creating a Word of Mouth Campaign


Hot Seat - Word of Mouth Campaign


Social Networks


The Why of Social Networking


How to Build Influence


How to Tell Your Story


Hot Seat: Put Your Story Together


Finding Your Voice


Where to Find Topics for Blogging


The Blogging Formula


The Blogging Amplification Model


Workshopping - Blogging


Your Personal Brand


The Fab Five Social Networks


How to Use the Five Social Networks




What You Can and Can't Post


LinkedIn Overview


Skype Interview - Clint Evans


How to Build Your Profile


LinkedIn Links to Group


Top of Mind Awareness and Misconceptions


Lead Generation


Your Website is More Than a Portfolio


The Call to Action


Hot Seat - Unique Selling Proposition


Workshopping - Unique Selling Proposition


What is a White Paper


Why You Need a White Paper


Skype Guest - Uros Rojc


Be The Authority


Misconceptions about Media Relations


Skye Guest - Shannon Rose


Workshopping - PR Pitch


Great Leaders are Made, Not Born


The Authority Playbook


Accountability and Review


Lesson Info

Misconceptions about Media Relations

Let's just do a quick recap what all the things are we've talked about we've established that we need authority because we need to stand out in the simplest of all formats in the ocean of information our service product we as a a person has to stand out in some sort of capacity we learned that without a reason in our personal story tied into that we just sound like a sleazy sales person. So we have to figure out a way to talk about what personally motivates as and how that got us to be here and why we do what we do to appeal to a potential buyer because they want to believe that we're not fraudulent but they want to believe that we here because we have reason and purpose we talked about on what all the different elements are that are out there too broadcasts and amplified this message we had you know the story telling formula that we will be covering a again a little bit more in the next in the next segment when we putting it all together where we go through the hero's journey sort of ...

step by step to just help you to really identify that because as you have come to realize this piece is the core piece off everything that the authority talks about that has to be a journey that has to be a transformation and we are now creating the happy ending because you know they get to live happily ever after so that's the part that is still to come thie a part of the amplification process is also how do you now that you have something to talk about that is sounds something different go to my website and invest in one hundred ninety seven dollars a two thousand dollars day rate or a product or service now that you have something to talk about now we want to take publicity in media and use that to amplify our message and really shoot it out in the market there's nothing more powerful remember when we talked about referrals and word of mouth if you add to the word of mouth people are talking about you authorities in their own subject radio hose television shows and sort of all these people out there that already have a following because in the amplification model when you take this message your message and you broadcast it yourself used the block post up extended amplification model which is outlined in the world book and now you have the block post amplifying one block was amplifying to block post amplifying three times now you have your message and you spin the message in such a way that it now goes out to a broadcast who has everything that you have times five and it goes out in this much more and it goes out in this much more and in this much more so one pitch could be picked up when president lee's could be picked up by a number of different outlets and you could get all kinds of different media exposure based upon that and that just helps you to shoot that message out I mean in a much much, much, much larger format now remember we were just talking about the white paper if because you can't say on air hire me but what you do say if he would like to know more how my method product service benefits seymour please go to my website and accept my free gift which is what the white paper now you have an actionable call to action to give away as a free bonus gift for as my thank you to our audience I have created how many times have I said that so you will be saying it now too as a thank you to your listener radio show host wonderful I have created a white paper and insights paper block post a video syria's that shows your listeners in three easy steps five tips seven ideas ten points on why blah blah blah blah blah this is now come together really nicely ok so now you have something to give away because it's lead generation day so even in publicity npr the purpose is not just to have them look atyou but it's all about creating an engagement so the biggest misconception in publicity's and media is that someone is going to stumble upon you and say huh that's so wonderful I wonder what he will be like on air and then approach you and say, hey, listen, have you ever done a radio show because I really think you would be doing the radio show I have never done a really a radio show well would do you, but it would be kind of cool, you know that just doesn't work that way nobody will go there very busy you think we have information overload? Just imagine what happens to a radio, a television show host because they get actually people pitching to them so they have no time to find or search so because they have publicists were pitching them all the time, so unless it is pitched to them in a particular format and it has to be in a particular for months, there is no reason for them to pay any attention to you. So if you have to you remember the story about the pearl in the oyster, the pearl in the oyster will most likely never be found, so don't take that aspect of it. There is no discovery the discovery portion I want to say was what happened really in the eighties, especially in the photography world when we didn't have the internet because we would be looking at a zoo photo editors, we'd be looking at the work books, we'd be looking at other magazines. We'd be literally, you know, like looking in all the crevices and corners of the world to find that pearl because we were divers looking for the pearl. That did happen at one point. It's. Just not happening right now because there's, no need for anybody to go look for anything because there's so much out there that people have to actually sift through the information. So that's, just this big shift. So you didn't learn how the particular formulas and that that's, why I always talk about these formulas you learn about what these formulas and systems are that exists and how they function. So that way you can either follow them, break them or bentham. Yeah, sort of depending. And sometimes it's, good to break them. And sometimes it's, good to follow them like a pitch has to stand out. So if there's a formula out there which we will be talking about in just a minute, that works and pleased to follow the pitch formula. Because if that's what they are used to that's what they want to see, because they see maybe one hundred, two hundred, three hundred forty eight pitches like this at day, so for them to pay attention to you, your pitch has to be very good, but lucky us we have a story we have our pain points we've identified who our customers are we know how they're hurting we know what we're solving so in this arsenal off all these different pain points we now can take the pitch and address it to any one specific individual pain point or problem that we're solving see how that works so if we come up with our pain points off what really hurts our clients and we have twenty of them that's twenty pitches because if you know what the pain point is and then you flip it over to the solution and I would like to just have you pay attention in the workbook it will get to that in just one minute on page number sixty five and sixty six I have actually taken the example that rush and michelle hold in two of my clients off what we've actually identified as problems and converted them into into solutions on how I do that but that's on lee in the workbook so you say this was my client's problems are and then how do you solve it the solution off off solving other the solving the problems is only done with one and one thing only which is by hiring you the solution to your clients problems is one and one thing only you and that has to be a logical conclusion that comes out off what you write what you pitch and what's out there is like, wow, she really understands what I'm up against that's uh she really understands how confidence is an issue for me so so tell me about that I know exactly what the problems of confidence. So how do I overcome that? And you know, so so be offering the solutions so remember that, um the other thing that journalists will not do is tell you what you should be speaking about. So journalists will not go to your website and says and say to you hey, uh, I'm you know, I think that we should talk about this topic we should talk about the difficulties of making cheap crap from china look good or why robert chickens are good for advertising, they will not tell you that so you have to you have to tell them that and pitch it in such a way that that's, logical and interesting and has a unique it has to be something that is of general interest, which is where sort of the current events come in and how do you use current events to incorporate that? Um, so what we really talking about now and where our guest shanna rose is going to come in is that it is a pitch fist somebody's pitching so you have two choices you either going to pitch yourself or you're going to hire somebody toe pitch for you either a publicist or you work with a personal assistant or you hire somebody through like a freelance web sites like elance dot com who who is you know in sort of pr who can help you with the press release or with a pitch oppressed ones by the way it's not a pitch so that's you know there's two two types of different things and shannon will explain all of that let's then talk about what journalists want and then I'll give you the case study example of michael albany on what he did to garner publicity worth I think it was three hundred twenty thousand dollars for free so what journalists wants one is that a pitch is on a particular topic that the viewpoint must be clear yeah, so a viewpoint that you're making in a pitch is either you're pro something or con something so you can't make a wishy washy statement so let's say the big discussion about childhood immunization so you're going to be for or you're going to be against it and then you want to give them a couple off off points on sort of what you're going to talk about or what your statements are so that they know what you are, what you will be talking about because journalists don't want to be surprised they want to at least know somewhere where this conversation is going so they can fit it in their shows out of outrageous or controversial is good otherwise howard stern would have no reason for existence yes and uh what's what's his name rush limbo you know he would not have reason for existence unless the world doesn't want outrageous viewpoints and sometimes we want outrageous few points because we just want to see how far I'm going to walk off the carpet how far out that topic really is or on the other side on how I'm going to walk off the carpet again on how controversial that you know and box in that that topic really is sometimes you know, most of the time it's going to be a sort of a little bit more like in the first third or in the second third depending on what you want to do but you know, some outrageousness absolutely sells especially if it's a hot topic you know, we talked about in the social network's day with hillary clinton and this woman on facebook who says you know, women really shouldn't be president because they don't have balls to be a president which of course creates an absolute firestorm for very good reason we don't know if she does that for publicity purposes or if she does this because she's this is actually her opinion but you know, she's certainly getting the publicity thie other thing that journalists really want is somebody who understands who understands an engagement nobody wants to talk to somebody who who sort of nothing to say but talks in a really an interesting kind of way quite late nothing to say it's very boring to listen to even though they may have defects but that might not be a really good guest so it's about you like that get up have you ever seen these interviews and you're going hey, wake up people so journalists want somebody you know who is like yes and no and has an opinion but you know you also need to be able to cut it off after certain time like the ramblers that they go on and have you watched the oscar speeches sometimes and and I'm going like that's it holly berry cut and she keeps going and I'm like you made your point girl that would have been perfect that would've been perfect. So it's also about learning how to speak in sound bites and making a point when you need to be making a point that does take a little bit of practice, which is remember when we talked about what I haven't might in the website segment why your website is much more than a portfolio we talked about how I use my media page where actually have the's questions and answered prepared with the length off the answer because we want to give them some sort of an idea if we are an endless rambla rhett or a oh are we if we can speak in sound bites if you go on tv your points have to be much shorter on radio you generally have a little bit more leeway to chat and talk and it could be a little bit longer but on tv it has to be spot on there is no room for and another thing that's really terrible when you are in a in an interview is when you come with the list of fifty points to make and then you will not let your host interact and engage with you it's his or her show so you have to play to that because they invited you so they want to ask you the questions so you so they ask a question you answer the question and yes to the question such a way that there's hopefully another conversation that results out of that because that's what hosts really like is that easy flow back and forth and when you work with somebody you know and for an example I want you just pay attention is because is all real stuff so kenan I was the first time that we are working together so when before we even got on air in our first pre production meeting we actually did spend a limit of time together to talk about who are you you know what's your personality what do you like how do you feel about this and we were we were, you know, checking each other out to figure out how how she like on camera, how life lee is she. How am I to find the natural flow that when we are together here, that it doesn't have the's really awkward moments in between? I think we don't be good, you know, it's it's, establishing this report and connection with somebody, and you do have to kind of be smart about howto do that and do that quickly as well. In certain scenarios like this, absolutely. And so, you know, kenya is a host, that's, what she does. So for her, this is the stuff that she needs to know about, because that's her that's, a professional, her job. So just be sort of aware, aware off that.

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Ratings and Reviews


Beate Chelette delivered so much value with so much style and grace that it was a "no-brainer" decision on the 2nd day -- I needed to own "Grow Your Business as the Authority In Your Space"! This is material I can really go back to and mine for nuggets over and over -- PLUS, I can't wait to get a closer look at the workbook (and start trying out the exercises of course!). Beate's surprisingly broad expertise coupled with her polish and professionalism made each day's programming a true joy to watch. She is a wonderful role model for all of us nascent women entrepreneurs -- and obviously, men will find her lessons just as empowering. Thank you, CreativeLive and a special thank you to Beate Chelette!


Outstanding lessons and advice on how to make your sales become real. The advice on how to link yourself to others via Linked-In is compelling and easy to begin. I like her advice about doing at least 1 thing every day for your business. Barry L Walton

Amy Fletcher

I love this course and dip back into it frequently. I would highly recommend this course to entry-level and mid-career academics, particularly women. More courses please from Beate Chelette! Cheers, Amy

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