Want to get media coverage for your passion project?
Need to find the right contacts?
Curious about developing relationships with the press?
Julia Drake joins us on the Guided Goals Podcast, and we’re going to talk about media coverage for your passion project.
Julia is is the founder and co-owner of Julia Drake PR, a boutique literary publicity company that specializes in media campaigns, social media marketing, innovative book tours, author websites and promotional videos.
Julia talks about how she got into book publicity, as well as shares tips for developing a targeted media list, getting yourself ready for coverage, communicating with potential media, and more.
The Media Landscape
The media landscape has changed. It’’s no longer all about getting into the big publications, Julia says, especially since there are so many other, tangible opportunities (blogs, shows, etc.). Think of media is as people. Develop relationships with people who would be ideal to cover you and your passion project.
Build a community around you and service them. Once you have the right community, reach out to the ones who are appropriate for your material.
Plus, since pitching media is much less formal these days, one option is to reach out on social media.
Find the Right People
Develop a Wanted List, Julia suggests. Figure out who the people are who you want to reach.
Use Flipboard, News360 or Feedly to find the people who write in your interest areas. (These are article curation sites/apps, that send the content you request to your device.)
There are services, like Bulldog Reporter, where you can search for journalists who fit your interest areas. (I also mention Help a Reporter Out, where you get a list of queries 3 times a day, and respond to the relevant ones in hopes of getting coverage.)
Another option is to Google search in for your area of expertise. Look for the “top 10 YOUR SUBJECT magazines” or “top 10 YOUR SUBJECT shows,” and see what comes up.
You need to know who your competitors are and see where they are getting coverage, so you can pitch them.
Look for the people, not the publications. Reporters used to get assigned. Now people pitch ideas.
Perfect Your Platform
Look at your platform and see if you are ready. You want to look your best when you go out to these members of the media.
Publications look for articles that will give them the most shares and traffic. They want to make sure you are on social media and can help them get the story out. Take 3 to 4 months to develop your following, before you make contact.
Social media presence + website = credibility.
Pitches
People are all about current affairs. Pitch things that are relevant for the timing.
Also, look at the people on your hit list, and see what they cover and what topics speak to them. When you know what they write about, it’s easier for you to write a concise pitch that will be of interest. It’s all about personalize pitches. Bulk press releases don’t work. It’s quality versus quantity.
Before you pitch, do your research and get into what drives people. Of course they want to do their job well. But if you can tap into their emotional inner life, you’re golden.
Common Mistakes
Julia talks about what she calls the “pissing puppy syndrome.” People get excited and they want to get their product out there, and they aren’t ready.
Also, Julia believes people aren’t persistent enough. Media contacts are busy, and they appreciate some follow up. Track whether the email was opened. (Because of spam filters, they may not even see it.) If you have a compelling pitch that you think will be of interest to someone, and they don’t respond, follow up. You can even pick up the phone.
Phones are scary, but they are nothing to be afraid of. Keep making calls and putting yourself out there. It will get easier.
Work/Life Balance
Whatever you do, make sure you aren’t always and only working. Julia makes sure she gets outside every day. If you step back from your computer, the world becomes so much bigger.
She turns off the phone at 7 every night. She misses certain things, but if she weighs it against having the phone on all the time, it’s better.
Personal Goals of the Week: Take a walk around the block every day. Put your phone on silent at 7 or8 pm. See the impact of doing these things has on your life.
Professional Goals of the Week: Make your hit list Find 10 people you want to cover you and your business. Keep an ongoing list of pitches you can send when the timing is right.
Want to learn more about media coverage? Listen to the entire interview on iTunes or Stitcher.
Watch the video:
The Guided Goals Podcast gives you the tools, direction, and resources you need to pursue your passion project. Thanks for tuning in.
Subscribe on iTunes, Stitcher or SoundCloud, and leave a review.
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About Debra: A project catalyst, Debra Eckerling works with individuals and small businesses to create a strategy, set goals and manage their projects. Follow Debra @GuidedGoals, Like Guided Goals on Facebook, Subscribe to YouTube.
The Guided Goals Podcast gives you the tools, direction, and resources you need to pursue your passion project. Thanks for tuning in.
Subscribe on iTunes, Stitcher or SoundCloud, and leave a review.
* * *
About Debra: A project catalyst, Debra Eckerling works with individuals and small businesses to create a strategy, set goals and manage their projects. Follow Debra @GuidedGoals, Like Guided Goals on Facebook, Subscribe to YouTube.
