Nothing has done more for my business than getting media attention, but it was not easy. I distinctly remember calling a local newspaper FURIOUS because no one had responded to my press release, even though the gist of my release was that I was having a FOR PROFIT event and I wanted the paper to tell people about it. lol… I literally called and said, ACCUSINGLY, “I need to speak to whomever receives your press releases.”
Fast forward, and I have learned not ONLY to become the media… (YES, due to the traffic on this blog, and other outlets I write for, I have my very own muck rack card!!) but also to be quoted and featured by BIG OUTLETS in the media. Bottom line: I figured it out. In fact, every year (this year, in October) I co-host a very intimate “meet the media” event, connecting authors and entrepreneurs with TOP decision makers from TOP outlets. The Editor in Chief of Entrepreneur Magazine has attended multiple years in a row, the top producer from The Rachael Ray show has attended EVERY year. We also boast top decision makers from The Drew Barrymore Show, Dr. Oz, The Kelly Clarkson Show, The Doctors, Fox News, CNN, and more… (if you’d like to attend THIS year, please message me ASAP. )
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First – be crystal clear about your story and what you have to offer the media. What insights and expertise can you offer to their audience. What is your story and what makes it compelling? What makes you stand out from others? And who are you trying to reach? Write your story and create short compelling pitches and headlines about your story.
Do your research. Determine where you want to get media coverage – what show, podcast website or publication do you want to interview you. Research the outlet and find the reporter, writer producer or editor who would be interested in your story or your expertise. Read their past work. Follow them on social media and show interest in their work. Then tailor your pitch to their needs
Building media relationships is a marathon and an ongoing process. BONUS: Invest in the right equipment. The pandemic leveled the playing field and most outlets and shows are very comfortable with Zoom interviews. If you want to be interviewed on camera. Invest in a good light, a tripod and a microphone Create a professional looking space. Create your own videos to share with media when pitching and practice by going live on your platforms and sharing your expertise.
Diane White is the founder of Diane White PR & Events. She has placed clients on the CNBC Show “The Big Idea” with Donny Deutsch, Good Morning America, CBS This Morning, Fox and Friends, The Today Show, CNN, Inside Edition, Entrepreneur Magazine, Forbes and many other regional outlets. |
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A great way for women entrepreneurs to getting media attention is to subscribe to HARO (Help a Reporter Out). Journalists use this to put out stories that they are working on and are looking for experts to respond. The stories range from tech and business to lifestyle and the best part is that it is free to use. HARO puts story opportunities out three times a day and you can respond directly through the query. The number one piece of advice is to respond immediately. Even though there may be a deadline listed, you will want to respond quickly as the journalists will start going through the responses as they get them. Introduce yourself to journalists and let them know that you can be a source for them. Let them know what topics that you can talk about should they need an expert for a future story. Keep your email short and to the point, but include bullet points and any links to your social media and articles that you have been quoted in before.
Alison Maloni is a journalist and owner of Alison May Public Relations. She is an acclaimed keynote speaker, moderator, and media relations expert. Alison has over 20 years in the media industry and has worked for local and national news outlets.
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One of the best hacks I use with clients is to create a one-sheeter for them. This one sheeter will include a short bio highlighting their expertise, two very strong photos along with their social media handles, website and inquiry contact information. This content is formatted to be eye-catching. Along with a well composed letter, my clients always get solid media opportunities. Praise Jackson is the founder/CEO of Elements of Delight, an Atlanta-based Brand and Image Consulting Agency providing a variety of services tailored to meet the needs of our individual, business and non-profit organization clients. |
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To score national TV segments pitch yourself as one of these: 1) guest 2) guest expert 3) expert. For example, GUEST: Willing to lose weight. GUEST EXPERT: Lost 50 pounds, kept it off, willing to coach. EXPERT: Fitness, nutrition degrees; recognized by those in the health field. When speaking to national TV producers, tell them which of these you are and you might find yourself on syndicated shows around the world.”
Michelle Tennant Nicholson, Wasabi Publicity’s “storyteller-to-the-media,” has seen PR transition from typewriters to Twitter. Her claim-to-fame is developing online press kits that score TV shows, national magazine features, syndicated radio and podcasts.
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There are many ways to get featured, so choose the ones that suits your personality There are: Guest Posts / Blogs, Round Ups, Podcast Interviews (audio on or off), Magazines & Press Features, Television or Radio Interviews, Speaker/Panel Discussions. Start with the ones you are most comfortable with, then begin researching and make a list of potential media/publications you can reach out to that are most aligned with your message and are most viewed/listened to by the people you are trying to reach.
Carla Williams Johnson is an award-winning Media Marketing Specialist based in Trinidad & Tobago. She helps both business owners and entrepreneurs gain the clarity and the confidence to unapologetically make their mark in the world. She’s been named one of the top marketers to follow and has been featured in global publications such as Forbes, Huffington Post, Thrive Global and BuzzFeed to name a few.
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Besides hiring a PR Professional to help secure media coverage, female entrepreneurs can increase their visibility by making sure their social media presence is strong and their messaging about what they do and who they are is communicated in a concise manner that is easily digestible to the masses. For those who may not have the budget for a publicist, you can download a press release template online and create something that tells the who, what, when and where of your brand. Once you have that in place, you can run the release on a wire service and/or look up local tv stations to call and pitch your company. Mary Beth Olson is a seasoned publicist of more than 20 years and an on-camera media contributor. From national lifestyle magazines such as InStyle, VOGUE, Harper’s Bazaar, Vanity Fair and ALLURE to the nation’s top newspapers and TV outlets such as The New York Times, BBC, FORBES, INC. Magazine, USA Today, The Wall Street Journal, ABC News, The Daily Show and more, Mary Beth has a proven track record for generating high impact local and national press coverage for clients ranging from Olympic Gold Medalists to Female Entrepreneurs to Celebrity Chefs. |
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One of the greatest gifts nature has given to a woman is her voice and expressions, which almost certainly attracts everyone who is listening instantly. I would recommend women entrepreneurs to please try to find opportunities to speak in either webinars or live studios if that’s possible during the pandemic. Livestream is another thing they can do to gain traction on sites like YouTube, Vimeo, DailyMotion, etc. Julian Goldie the owner and CEO of Goldie Agency Inc., a digital consultancy and marketing firm that is operating for over half a decade now. Having started my business in the decade of 2010s, I would like to present one very effective tip for getting the word out effectively for women entrepreneurs. |
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Make a list of journalists you would ideally love to cover your story and build a relationship with them. Follow them on social media and engage (kindly) with their posts. When you do reach out, personalize your pitch. Write something like, “I enjoyed reading your article about XXX,” and then explain how your story idea is relevant. It’s also okay to build rapport by commenting on something personal they’ve shared. If they post photos of their dog, mention how cute you think the pupper is.
Amy Roberts, Vice President of Communications + Client Services at KNB Communications, a full-service PR and marketing agency specializing in healthcare. She is a recovering journalist, award-winning writer, and creative storyteller. Her expertise includes media relations, communications strategy, crisis communications, and content development.
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Get very clear on their expert topics. One of my favorite platforms is podcast interviews. Podcasts go beyond the episode that someone listens to. Podcast content can be repurposed into a blog post, social media content, and much more.Be genuine and relatable in your pitch. Listen to an episode, check out the host’s social media platforms, website and connect with them. When you show up for the interview, offer as much knowledge as you can. Show up just as you would for a dinner party….engaging and grateful for the opportunity and be sure to share the interview when it goes live.
Michelle Glogovac is a publicist for entrepreneurs, experts, and authors. Being a natural relationship creator and THE podcast matchmaker is how Michelle has landed client features in CNN, Cosmopolitan, Thrive Global, Authority, and top 100 podcasts.
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Understand the Kind of Topics Journalists Cover Before pitching any journalist, ensure that you know what interests them. You can research their previous stories and see how they bring them out. This will help you establish the starting point. You can then approach them on twitter since it offers the best platform for quick engagements.Before pitching any journalist, ensure that you know what interests them. You can research their previous stories and see how they bring them out. This will help you establish the starting point. You can then approach them on twitter since it offers the best platform for quick engagements Katherine, the founder of Spyic, a company engaged in parental control and remote monitoring programs. I have had media coverage on several topics concerning my business, and I feel compelled to respond to your query.
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Engage with Like-Minded Women in Online Communities. In today’s digital age, one of the best ways to obtain attention in the media would be to engage with like-minded women in online communities. For example, if you’re an entrepreneur, find a Facebook group, LinkedIn group, or a Discord server where you can exchange ideas and connect with fellow women entrepreneurs! When Lawmatics was still starting out, what I did was to connect with my fellow lawyers who are interested in legal technology and it worked wonders for our company. Matt Spiegel, attorney Founder & CEO of Lawmatics , a full-funnel CRM, client intake, and marketing automation software designed for the modern law firm. I am hands-on when it comes to our company’s public relations and so I can share some insights for your article. |
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Women entrepreneurs – all entrepreneurs – need to stay current and authoritative on social media. Pick the sites that are meaningful to your business and your key audiences. Compose a compelling tweet. Write an interesting LinkedIn post. Share a photo that demonstrates something authentic about you or your business. Use pertinent hashtags. Overall, create connection. Reporters are on those sites too and what you say may spark a conversation or forge a relationship. Abbe Serphos is a PR, communications and crisis consultant, and an advisor to CEOs and senior leaders on reputation and awareness.
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Whether you realize it or not, you are an expert in your field. Your POV is valuable to editors! Offer yourself as a source to editors, so they’ll reach out to you when they need authority statements on topics in your industry.
Caroline Pinkston has over 14 years of industry experience with expertise in public relations, partnerships and influencer marketing, specializing in female entrepreneurs in the creative and interior design fields.
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Journalists love receiving pitches directly from founders! I tell my girlfriends who are founders to subscribe to PR tools like HARO and Profnet and check regularly for opportunities that seem like a good fit. I also recommend following the #JournoRequest and #InterviewOpp hashtags on Twitter. Lastly, if there’s a founder with a media presence you’d like to emulate, set a Google alert & reach out to the journalists who are writing about them.
T-Aira Jelks is the founder of HYPH PR, a boutique PR agency specializing in bringing budding food, health and wellness brands to the forefront of today’s media landscape. |
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Once you have chosen your story and done your investigation, now it’s time to pitch yourself. Effective pitching is essential for your success. When reaching out to media outlets, remember that they get many messages from other people’s aspiring story coverage, so you need to stand out and get straight to the point. Knowing what makes your message unique is the exact thing you want to send in your media pitch because in PR you are contracting your story, not a product or service
Incrementors Web Solutions is a Digital Marketing agency that provides a wide range of services from SEO, Web Development, Web Design, E-commerce, UX Design, SEM Services, Dedicated Resource Hiring & Digital Marketing Needs!
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Pick a few things you enjoy doing and do them really well. You cannot be everywhere all the time so choose high impact activities that work for you and play to your strengths. Content Marketing/Thought Leadership are great ways to build your brand/increase your visibility/raise your profile/attract more clients/customers. Leverage webinars/podcasts/writing articles/building your following on social media to increase your awareness/build your credibility and attract media attention as an expert.
Paige Arnof-Fenn is the founder & CEO of global marketing and digital branding firm Mavens & Moguls. She graduated from Stanford University and Harvard Business School. Paige serves on several Boards, is a popular speaker and columnist who has written for Entrepreneur and Forbes.
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Be precise in your pitch to media! State that you are a female entrepreneur, but don’t oversell that in your pitch because the story should be about your journey and company. List all the facts and important information on why your journey and company is newsworthy. Keep all the small details out of the initial pitch. When the media expresses interest about your company, that is the time to share all the details!
Samantha Sands, and I am a public relations manager at Fast Forward Events based in San Diego, CA. My expertise is media relations for both B2C brands and entrepreneurs of various industries including tech, beauty, wellness, and events. I have a passion for helping female entrepreneurs achieve their media goals to help bring national awareness to their business!
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