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Publicity placements in large, reputable media outlets can...
⇒ attract new clients or customers;
⇒ provide third-party endorsement, which can be enough to tip the scales in your favor when new clients are deciding which vendor to choose;
⇒ position you for big deals, like the TV shows, video deals, book deals and endorsement deals my clients were offered as a result of their media exposure;
⇒ and spread you message to hundreds of thousands, if not millions, of people who are waiting to hear it.
There are some insider secrets that can help you succeed in getting high-level publicity.
"Having spent more than 20 years as a publicist, preparing clients for interviews that I secured for them with major media outlets, such as The Oprah Winfrey Show, Time Magazine, USA Today, CNN, Redbook, In Style and hundreds of others, I know what it takes to get publicity. When I began Lisa Elia Public Relations in Los Angeles years ago, I had no idea that someday I would be teaching other people how to do what I was paid so well to do, but things changed in the world and my role has changed, as has my company name, which is now Elia Erickson Consulting.
What's great is that the media is more accessible than ever, but just because you can reach members of the media, doesn't mean you will be able to successfully book interviews or press coverage.
You must present editors, writers and TV and radio producers with strong pitches and polished press materials, and then you need to be ready to deliver in your interviews.
When I started to see things change vastly with more people having greater access to the media, AND I saw the mistakes they made when pitching them, I began teaching people how to get publicity for themselves.
I broke down what my team and I did on a daily basis to book high-level publicity placements, and I created a step-by-step system that I now share with my coaching clients. I teach people to do exactly what I did to book clients interviews with the media outlets like the ones you see represented in the photo to the right. Now, my clients can book their own interviews.
Publicity, combined with a strong social media presence, are what I have used to position clients for $25,000 first-time author book deals, $35,000 first-time endorsement deals, positions as contributing editors to national magazines, and even their own TV shows.
There's nothing better than having people call you to offer you wonderful opportunities. That's just one of the benefits of knowing how to position yourself well."
Lisa Elia, PR Expert & Media Trainer and founder of Elia Erickson Consulting and Expert Media Training
Are you thinking that this all sounds great, but...
Maybe you've tried to get yourself publicity, but it hasn't resulted in much.
Or, you don't know if you're ready to put yourself out there.
Perhaps you've even worried about getting SO MUCH press coverage that you're afraid you won't be able to keep up with the orders you'll get.
Does any of this sound familiar?
Keep reading for some specific publicity tips to get you started down the right path.
5 Key Things You Need to Do to Get High-level Media to Take You Seriously...
1. Make sure your website is ready to receive visitors and that they will have a good experience there.
The first thing most producers, writers and editors do when you pitch them or call them is to look at your website. They want to find the information they need, but they also want to make sure that if they share your information with their audiences that they will have a good experience there.
2. You will need a polished press kit and, ideally, an online press room.
Members of the media expect you to be have a press kit ready to go. If you can house it on your website, in an online press room that also includes video of you, so much the better.
3. Be sure you have a clear understanding of the needs of the media and how to pitch to them.
Busy editors, writers and producers don't have the time to educate you on what they need. They want you to contact them with ideas that will interest their audiences and fit their respective formats.
4. Write press releases in Associated Press Style, which is the accepted style of legitimate media outlets.
If you’re writing press releases, or even if you are having them written for you, it’s important to know what Associated Press Style is because it will save you many PR hours and/or dollars.
Associated Press Style is the media industry standard for journalistic style. Adhering to this style will make members of the media take you seriously, and it will make it easier for editors to publish your release immediately. You ALWAYS want to make their job as easy as possible.
If you want a more flowery, loose article, consider pitching an article authored by yourself to media outlets that accept submissions or write whatever you’d like on your blog.
As a basic rule in business and in PR, supply people with the information in a format that is going to make it easiest for people to spread the word about you.
5. You must be prepared with solid media interview skills.
Even the most eloquent speakers need to learn the specifics of navigating media interviews. Members of the media will expect you to know before you pitch to them, how to interact in an interview, how to handle tough questions, how to work with various interview formats and how to come across well in interviews, whether they are on-camera interviews, radio interviews or print interviews.
One of the most important requirements
to getting high-level publicity
is an understanding of the media.
3 Tips for Pitching to the Media
Most members of the media (writers, editors and producers of TV and radio shows) will tell you that they prefer to be pitched via email. However, most of the time, a phone call that’s concise and well thought out is what actually gets their attention and helps you to book interviews or press coverage. Here are 3 tips for pitching to the media by phone.
To the right is a photo of me with the media panelists who I interviewed at one of my events. These writers, editors and producers represented The Associated Press, Clear Channel Radio, SELF Magazine, the Los Angeles Times, Natural Health and other top outlets. I include my videos of this and similar media interviews in my programs.
"Never lie to the media," is one of the rules they all agreed upon.
Here are a few more tips for you.
1. Practice what you will say to members of the media before you call them on the phone.
You should be able to recite your initial pitch and the reason for your call in approximately 30 seconds. Before you pick up the phone, you should have done your research to learn about the media outlet and the person you will be calling, and you should have developed some ideas for stories and/or segments that would be appealing to the outlet.
2. Know how you will answer questions about your company and your pitch.
You should be able to succinctly explain what you do, why you’re an expert (if that’s how you’re positioning yourself), and what you are pitching, whether it’s an interview, a demonstration, or something else.
3. Have an email written out before you make your calls, so you can customize it after your call with each member of the media and send it right away.
When members of the media ask you to send the details in an email, it’s best to do so quickly, when you’re still fresh in their minds. Include in your email links to relevant information, such as your online press room and videos of yourself, and all of your contact information, including a phone number.
The easier you are to work with, the more the media will want to work with you.
One of the Quickest Ways to Get Publicity is with a Great Press Release.
Press Releases are Not Dead!
I've heard some people say that press releases are dead. This is far from the truth.
Members of the media frequently ask for a press release to accompany your pitch.
They like press releases because a good press release clearly and concisely sums up the facts they will need to write or create a story.
Press releases that I posted on news distribution wires and didn't even send to anyone landed me interviews with some of these outlets.
5 Reasons to Write Press Releases or to Pitch the Media
Not everything warrants a press release. Keep in mind that a “press” release is meant to go to members of the press release.
It is also called a “news” release because it is meant to contain news.
Think about what you can share that’s fresh and newsworthy. Here are some ideas to get you started.
1. Identify a trend and provide your company/product/service as an example of its growth.
For example, for our clients, we have built press releases around trends such as consumer desire for more green fashion products, what celebrities wore on the red carpet, the alarming increase in the child obesity rate, and similar topics.
2. Announce the celebrity use of your product or service or involvement with your charity or event.
I recommend including this as one component of the press release and that you also include other newsworthy information.
3. Tie into holidays.
We have created press releases around topics such as managing stress during the busy holiday season. In addition to the major holidays, there are many other days of observance or holidays that you can tie into. Here are a couple of resources where you can find information on various holidays and special days:
If you have “fun facts” or unusual information or a quirky viewpoint on an issue, include them in your press release.
4. Announce awards, contests and giveaways.
Over the years, we have issued press releases about one client’s receipt of numerous awards for their stellar fitness videos, contests and giveaways and special offers. For example, for The Dance Doctor, we announced free dance lessons and our press release led to many press placements, with the most important one being a segment on the ABC News affiliate in Los Angeles, which drew many people to the dance studio.
5. Announce the development of new, exciting products or services.
Make sure you have “an angle,” in your press release, such as the way your product or service solves a problem in a new way, or how it’s changing the way people do business or live. You can include valuable, fresh tips, if you’re an expert, and this will make your press release more interesting to the news media.
There are other reasons to write press releases. I usually like to brainstorm with my clients to develop creative ideas that will grab the attention of the media.
As you can see, there is a lot to know about getting publicity.
There's much more than I can write here on this page.
This is why I take my publicity coaching clients through my step-by-step system.
Breaking it down and doing things in the right order makes the journey smoother, and you will reach a higher level of success than if you try to just wing it or rush it.
There are some things you can do to quickly increase your visibility and attract clients, and I share some of those techniques with clients, too.
You start by clarifying your goals.
Do you know what you want for yourself and your business?
Do you want to have your products or yourself featured in magazines or on top blogs and websites?
Do you want to share your message in a bigger way, reaching hundreds of thousands, or even millions, of people?
Does the idea of possibly having your own TV show or radio show appeal to you?
Are you willing to do what it takes to get publicity?
There are no right or wrong answers. The point is to clarify what you want and what you're willing to do to get it.
The typical cost of a good publicity campaign.
Most of the publicity campaigns that my team and I produced for clients cost our clients at least $5,000 a month.
This is not an unusual rate.
Many PR firms charge $10,000 a month or more.
After all, you're not paying just for the hours that the PR team is putting in on your behalf. You're paying for years of expertise, connections and creativity that gets results.
If you don't want to pay that much, and you're willing to follow a proven system, I have the solution for you.
Here's your solution...
The How to Get Publicity program is both comprehensive and flexible.
The instructions and examples in the program are from my tested, real-world successful practices.
This is the most clear and comprehensive program I know of that you can use to actually get yourself great publicity placements.
#1. A complimentary 1-year membership in my coaching group.
You can participate in monthly coaching calls with me, so you can get feedback and stay on track.
#2. Complimentary access to my clients-only Facebook group.
You can post questions and get answers from me quickly, and connect with others in the group.
Here's why it works.
Everything you need to know to get high-level publicity is available to you in this affordable home-study program.
If you're afraid to go it alone, don't worry. When you purchase this program, you get access to my coaching group, so you can get live coaching from me through my Facebook group and on our monthly group coaching calls.
If you want more help beyond that, you can upgrade to my private coaching program, which also includes this program.
In this program, I will teach you exactly what you need to do to get publicity...
⇒ how to polish your branding and website for the media;
⇒ how to create a great press kit;
⇒ how to write a press release that gets results;
⇒ how to navigate media interviews, and how to shine on camera;
⇒ what to make sure is on your website before you start pitching the media;
⇒ the first thing to say to members of the media to let them want to work with you;
⇒ the 3 biggest mistakes to avoid to when pitching to the media;
⇒ how to get yourself and your company ready for an influx of orders;
⇒ what you can do on social media to attract media interviews;
⇒ and much more.
Using this program you can...
Get yourself great media placements.
Be prepared to approach top decision makers anywhere.
Polish your presentation, both in person and online.
Save thousands of dollars by handling your publicity yourself, rather than paying a PR firm to do it.
Feel more confident about what you’re putting out into the world.
The skills you will learn will allow you to...
1. Refine your branding.
2. Create your own polished press kit and online press room.
3. Gain an understanding of the media and how to pitch to them and book interviews.
4. Write press releases, distribute them and maximize their impact.
5. Feel relaxed and prepared for interviews, including the tough ones.
6. Create materials to attract speaking engagements, book deals, and other BIG opportunities.
7. Use social media to connect with, and attract, the media, and much more.
Why do you want to learn from me?
I have a proven track record of getting publicity for other people, not just for myself.
Some people who are teaching others how to get publicity are basing their teachings only on what worked for them, which doesn't mean they know how to get press coverage for other people.
I hold a degree in communication with a public relations focus. I've been immersed in this field since I was 18.
My years of experience helped me to create a system that breaks down each step of the publicity process, beginning with defining your brand and your message in a way that appeals to the media, and taking you through specific media interview techniques that people pay me thousands of dollars to teach them.
I've poured into this program the knowledge I've gained during more than 20 years as a publicist, and I provide the monthly coaching calls and Facebook group support so you never feel alone during this process.
Hiring a PR firm would cost thousands of dollars per month,
but you can learn to get publicity yourself.
Just one good media placement can bring you
enough business to more than pay for this program many times over.
Raise your profile.
Attract more clients or customers.
Play a bigger game.
I believe so strongly in this program that I'm providing a money-back guarantee.
Read what others have to say about the How to Get Publicity program:
"Lisa Elia oozes professionalism, care and deep expertise. Her program is a delightful treasure trove of get-to-the-heart-of-it training content and action plans. In a few short weeks, I was able to crystallize my messaging, organize my online press room and secure my first online radio show appearance.
Then, Lisa and I had the opportunity to spend some quality time brainstorming story angles that would serve my business, amplify my message and attract my tribe. Her ideas were mind-expanding and I can't wait to pitch them to media outlets.
Lisa - thank you for sharing your gift for communication and PR so generously and effortlessly. I'm excited to keep the conversation going as my business grows and my message spreads."
Maya Mathias, The Global Leadership Creator www.inventivelinks.com
“Before working with Lisa, I was terrified to write a press release. There was something so intimidating about that phrase, ‘press release’! Yikes!
With Lisa's guidance, I've now sent out several that picked up tons of hits, was quoted in Organic Spa magazine, have been on numerous blog radio shows, one of which has been downloaded over 900 times!
Press really does make the difference. I can't recommend getting help and support from Lisa highly enough!"
Caroline Donahue, Remabulous Coaching
“After a career in sales and management consulting, it was time to give my own dream a chance and I wanted PR advice for today’s competitive media environment. Lisa Elia’s course is astounding. It offers straight-talking, manageable sections of information to build a solid business foundation and then helps shape an effective and comprehensive strategy for growth. It demonstrates how to achieve an inviting professional presentation and cohesive messaging.
To say I am impressed is an understatement. It would be almost impossible to find better value for your time and money or a more engaging person to teach it!”
Lisa Greenfield, Truth in Hand www.truthinhand.com
“Give Lisa Elia time to brainstorm and she will create powerful strategies with you to propel your business upward. Lisa is wonderful at drilling down far enough to uncover the essence of your brand and then she helps develop it further. There is a lot of overlap between crafting an effective PR campaign and building a business from the ground up; I think of Lisa as both a publicist and a business partner.
No matter what stage you think you're at with your business, I strongly advise working with Lisa."
Jacqueline Delibes, Writer www.jacquelinedelibes.com