Simple PR for Creatives

Lesson 6 of 18

How to Discover Media Outlets That Fit

 

Simple PR for Creatives

Lesson 6 of 18

How to Discover Media Outlets That Fit

 

Lesson Info

How to Discover Media Outlets That Fit

00:00:02.17 --> 00:00:05. This is going to be an action packed segment I'm so 00:00:05.06 --> 00:00:07. excited to be talking taking you through this crash 00:00:07.73 --> 00:00:10. course and the media so what we're going to be doing 00:00:10.61 --> 00:00:14. now is actually taking a look a bit more about how 00:00:14.24 --> 00:00:16. the sausage is put together right how does the media 00:00:16.78 --> 00:00:19. put together so that you can be approaching them and 00:00:19.09 --> 00:00:22. giving them exactly what you need that will make your 00:00:22.24 --> 00:00:25. outreach so much more effective this is what makes 00:00:25.35 --> 00:00:29. your success rate just skyrocket so if you've done 00:00:29.03 --> 00:00:32. any sort of media outreach blogger outreach any pitches 00:00:32.61 --> 00:00:35. before and you haven't had a lot of success you're 00:00:35.68 --> 00:00:38. probably going to find out why in this next segment 00:00:38.52 --> 00:00:41. so what we're gonna be covering i...

s what goes through 00:00:41.19 --> 00:00:43. a journalist mind when she gets your pitch so when 00:00:43.59 --> 00:00:45. this first lesson we're going to have an actual q 00:00:45.97 --> 00:00:49. and a with a journalist and she's going to be telling 00:00:49.07 --> 00:00:51. you directly what it is that she's looking for when 00:00:51.84 --> 00:00:54. someone's pitching what it's like in the news room 00:00:54.22 --> 00:00:56. so you can get this insider information that's gonna 00:00:56.8 --> 00:00:59. help you be that much more effective in your our beach 00:00:59.7 --> 00:01:01. then I'm going to take you through a framework that 00:01:01.79 --> 00:01:04. is going to blow your mind I mean whenever I show 00:01:04.75 --> 00:01:07. this to people they see the media and an entirely 00:01:07.46 --> 00:01:10. new light they're able to see all these amazing opportunities 00:01:10.83 --> 00:01:14. it's unbelievable how much information you confined 00:01:14.42 --> 00:01:16. on a media outlet that is totally public information 00:01:16.92 --> 00:01:19. I'm so excited to show this to you and then finally 00:01:19.67 --> 00:01:22. I'm going to give you the tools so that you always 00:01:22.12 --> 00:01:24. know whether you're gonna work with a particular media 00:01:24.15 --> 00:01:26. outlet so right now you have a list started you know 00:01:26.92 --> 00:01:29. you might have three outlets on it maybe have one 00:01:29.25 --> 00:01:31. maybe you have ten doesn't matter we're going to go 00:01:31.67 --> 00:01:33. back to those media outlets at the end of the segment 00:01:33.93 --> 00:01:36. and make sure with all the information that we have 00:01:36.71 --> 00:01:38. that they're really good fit for you so that you're 00:01:38.59 --> 00:01:40. not wasting your time reaching after the wrong people 00:01:41.37 --> 00:01:42. you don't want to waste your time reaching into the 00:01:42.81 --> 00:01:44. wrong media outlets but you also wanna make sure you're 00:01:44.9 --> 00:01:47. reaching your customers and reaching your goal so 00:01:47.12 --> 00:01:49. we're going to tie that all together again at the 00:01:49.0 --> 00:01:49. end of this segment 00:01:51.32 --> 00:01:53. what I want to kick off with right now on this lesson 00:01:53.57 --> 00:01:56. five is this q and a with the journalists I am so 00:01:56.76 --> 00:01:59. excited so have a little bit of things to talk to 00:01:59.09 --> 00:02:01. you about first but we have an emmy award a three 00:02:01.88 --> 00:02:04. time emmy award winning producer who's worked with 00:02:04.84 --> 00:02:07. nbc in chicago who's going to come and talk to us 00:02:07.52 --> 00:02:10. directly and give you some insight into what's going 00:02:10.36 --> 00:02:13. on in the movie newsroom before we bring her up I 00:02:13.61 --> 00:02:17. just want to give you one key takeaway and this is 00:02:17.07 --> 00:02:20. I mean if you take away one thing from simple pierre 00:02:20.02 --> 00:02:23. from creatives I want it to be this one thing because 00:02:23.12 --> 00:02:27. keeping this in mind you cannot go wrong you will 00:02:27.48 --> 00:02:31. never stray which is this you have a common goal with 00:02:31.69 --> 00:02:34. the media the right fit media for you and for your 00:02:34.51 --> 00:02:37. customers you have a common goal and that is providing 00:02:37.56 --> 00:02:40. whether solutions and inspirations to your mutual 00:02:40.94 --> 00:02:41. audience 00:02:42.82 --> 00:02:45. is long as you keep in mind when you're approaching 00:02:45.15 --> 00:02:47. a journalist when you're approaching a blogger if 00:02:47.17 --> 00:02:49. you're approaching a producer like catherine who are 00:02:49.21 --> 00:02:52. going to hear from in a minute that you are co creating 00:02:52.41 --> 00:02:55. content for this mutual customer that you have a job 00:02:55.41 --> 00:02:57. to do and you can do it together and that you can 00:02:57.83 --> 00:03:00. collaborate and do that job even better help them 00:03:00.8 --> 00:03:03. do their job even better help you get the results 00:03:03.59 --> 00:03:06. you want from there you know we'll talk later about 00:03:06.21 --> 00:03:08. what your pitch templates should be what you're media 00:03:08.3 --> 00:03:11. or its outreach to be what pitch etiquette can be 00:03:11.45 --> 00:03:12. you know we're going to talk all about that in our 00:03:12.99 --> 00:03:16. last our last segment but if you keep this in mind 00:03:16.81 --> 00:03:18. you are not going to go wrong 00:03:19.22 --> 00:03:21. if you just remember that common goal that you have 00:03:21.98 --> 00:03:23. your approach cannot go wrong 00:03:25.52 --> 00:03:27. so I wanted to share with you a little bit then of 00:03:27.57 --> 00:03:30. information about what it's like what it's like in 00:03:30.13 --> 00:03:32. the media so that you can remember about these things 00:03:32.2 --> 00:03:34. that you have in common so there are actually some 00:03:34.74 --> 00:03:37. studies that come out every year about what are the 00:03:37.41 --> 00:03:40. worst jobs in the u s and it's done by I think a company 00:03:40.95 --> 00:03:43. called careercast is who does it and they do rankings 00:03:43.64 --> 00:03:46. of the worst jobs and there's all kinds of jobs right 00:03:46.64 --> 00:03:48. there's like people who are working in mining people 00:03:48.56 --> 00:03:51. who work in oil rigs well guess what shop is always 00:03:51.43 --> 00:03:54. on the bottom of the list you want to care to guess 00:03:55.52 --> 00:03:58. yes, being a reporter is always at the bottom the 00:03:58.01 --> 00:04:00. list and there's some reason for that because what 00:04:00.18 --> 00:04:02. they're using to rank is you know what kind of deadlines 00:04:02.69 --> 00:04:05. and pressures you face, what kind of hours you work 00:04:05.69 --> 00:04:08. and what kind of paid you get right? And so journalists 00:04:08.25 --> 00:04:11. really do have constant deadlines salaries are not 00:04:11.7 --> 00:04:13. great, you know, they're selling really aren't great 00:04:13.59 --> 00:04:15. and there's been a lot of cuts around newsrooms in 00:04:15.48 --> 00:04:17. the world are under increasing pressure and they have 00:04:17.81 --> 00:04:21. incredibly grueling hours and so just remembering 00:04:21.23 --> 00:04:23. this that they're doing a job and they're doing it 00:04:23.51 --> 00:04:26. on this really tight timeline will help when you approach 00:04:26.81 --> 00:04:29. them because you want to help them with this idea of your trying to help them do their job better if you go to them with great content that serves your mutual customer, you are giving them a gift you could be making their day right because you could take that like I need to source another idea I need another idea today another one another one another one you could take some of that pressure off of them if you approach them with that in mind but it's not all bad I mean people are journalists and ah lot of people go in a journalist for the same reasons maybe that you're going into your business or that you do creative work so journalists have a lot of pride in seeing their work published just like you have a lot of pride in putting your work out there right there so motivated by those feelings that there ah lot of them are out there because they're doing a public service right? They feel like they're public servants that there's there's a lot of a mission based and their motivations they're also master craftspeople I think sometimes people forget when they're reaching out tio somebody who is especially a trained journalists that they are trained storytellers they are on the hunt for good stories and they aircrafts people just as much is a jeweller maker's a craft person is somebody who is running a restaurant is a crass person is a designer's across percent whatever your craft is just know you have that in common with the journalists they're experts and their craft and you can learn a lot working with them they also do it because they want to meet interesting people right? You can't go into that profession if you don't want to hear great stories and meet interesting people and that can be a really great benefit for you when you're getting your message out there because you want to tell that great story and of course telling great stories again that is why they're in this industry right they want to tell great stories they want to connect people with information that they need and that they're looking for and so when you're working when the media it's you know your best course of action is to understand what they're trying to dio and not look so much at I want media coverage for me which of course you d'oh that's why we're here but looking at how can I help them do that job knowing that will benefit me so it's a little bit of a shift in the mind set it's not a gimme gimme it's a mutual you're both winning it's a win win relationship and a lot of people can feel scared to reach out to a generalist because of the things I talked in the first place they're really busy you know you feel like they're getting one hundred pitches you're out there competing with a bunch of people but if you just know you know we're gonna be hopefully creating something together and collaborating it can take some pressure off it can take some of that off their job at the end of the day is really creating this timely and relevant content for their readers. And, you know, that's, where you can come in and say, like, okay, I can help you create this time we wrote the content. That is your match.

Class Description

When it comes to your business, pretty much all press is good press. Mentions of you and your work in blogs, podcasts, magazines, on TV, and elsewhere raise your profile and puts your business in front of a whole new audience – for free. But hiring a public relations agency can break the bank, especially for creative freelancers and entrepreneurs just starting out. In Simple PR for Creatives, Brigitte Lyons will show you how to harness this powerful tool yourself.

Brigitte has lived and breathed PR for more than a decade, and she specializes in working with creative professionals. In Simple PR for Creatives she’ll teach you the PR basics and offer a step-by-step approach to generating buzz on a budget. You’ll learn how to get real press attention using tools tailored to the needs of freelancers and small business owners. Brigitte will show you how to:

  • Put together a media contact list
  • Get journalists to write about your business
  • Earn important endorsements
  • Create an effective editorial calendar

You’ll learn insider tricks for fitting your product or service into the editorial mission of your target publications and increase the likelihood of your pitch getting picked up. You’ll also learn the most effective ways to pitch and the perfect times to do it.

PR isn’t reserved for other, more successful people. It’s a great option for enterprises of all stripes and sizes, and it’s easier than you think – learn the ropes in Simple PR for Creatives with Brigitte Lyons.

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