Home / Tech Talk with Frank DeBlasi / How to Prepare for a Successful Media Appearance

Pitching and Preparing for Press Coverage

January 11, 2009, was a sad day in my life. One that I will never forget. During the midst of an economic recession, I was let go of my job of nearly ten years working as a website manager for a leading worldwide medical supply company.

February 2, 2009, just weeks later, that bad news was all about to change, and for the better. In a way I would have never expected.

A few months prior to being let go of my job, I started a side business with my parter, Tom DeBiasi. Tom and I began building a website that would save people money when shopping online. At the time I was let go, we were in the final stages of building the website. While dedicating time to getting myself back on track and in my next job, we decided to get the site finished and get it live.

On the evening of February 1, after days of testing and finalizing the design and development, I posted the link to the site on my Facebook page for friends and family to see. Our next steps were to get our business and marketing plans together. Less than 24 hours later, the next afternoon, I got a message on Facebook from a special projects producer at Fox News here in New York. He told me what a great concept the the idea of the website was, especially for an economic recession. He then asked if we were ready for media coverage, and told me they would like to do a national TV story on the business. I immediately called Tom in San Diego where he lives. Before I even told him who contacted me and why, I asked him, “How fast can you get on a plane to New York?”

That was my very first time in the media, and it was a big one. I was very excited, yet extremely nervous at the same time.

I guess you could say this first time of media exposure for me was a combination of good idea and good timing. But from that time up until now, I have been on my own for finding further exposure opportunities.

Since that first airing on Fox, I have been featured on other major television networks, as well as magazines, news websites, radio shows and podcasts.

Here’s how I do it.

Reasons to Be in the Media

Two words. Exposure and credibility. After I had my first television appearance, my career and life had changed. I was no longer just a guy who built a website with a partner. I now had an accomplishment that got media attention. When colleagues, other business associates, and coworkers see that you have been in the media, your reputation, image, and credentials are elevated to a new level. And it looks great.

How to Get in Touch with the Media

Press Releases

A press release is an official document delivered to the news media. Press releases are considered a primary source of information on concepts, ideas, and news, as they are released from original sources, such as you.

The main function of a press release is to publicize information about you or your business that may be of particular interest to a specific audience. There are a wide range of public and private organizations that make use of this type of information on a regular basis.

Direct Email

Get your message directly to a publisher or producers inbox!

Media outlets usually have a section on the footer or contact page of their website, where they have an email address specifically for press inquiries and story submissions. The email address usually begins with press, pressroom, stories, publisher, or some other media related word. For example, pressroom@company.com.

You can also purchase compiled email lists of media contacts from companies that sell them. It is a good idea to check their reputation before purchasing from them. You want to make sure their lists are up to date and as current as possible.

Media Guest Networks

These networks are a great way to connect with news sources looking for guests for stories, and are usually free to join. What they do is basically play matchmaker between the media outlet and the news source, which is you. One of the most popular ones out there, and one that I still currently use, is HARO (Help A Reporter). You simply create a profile in the network, and multiple times a day they send you emails with a bunch of queries in various categories. These queries are from news sources, stating what they are looking for. Replying to these queries is a great way to introduce yourself to news sources, and get potential interviews.

Primary Types of Media

Network Television

This is one of, if not the biggest type of exposure you can get. Television is considered mass media, which means it is targeted to everyone not just specific groups. Television networks are always looking for news stories and opportunities to get people and their stories on.

With television being a visual medium, producers like something to show if possible. For example, if you are promoting a book, they would like to show the book with you, or, presented on a table.

The three most common types of television segments are live, pre-taped, and audience participation.

Radio and Podcasts

Radio and podcasts, like television, is also considered a mass medium. Unlike television, being a non visual medium, you will be relying strictly on what you say, not what you present. Your voice and tone matter here, so be confident and concise. Be sure to give the listener a good, clear picture of what you and your product or services are about.

Print and Web Publications

Website interviews have many long term benefits. These interviews can be in question and answer format, as well as story format. The publication that you do the interview with has many options to include in the story. For website interviews, the published article can include back links to your website, social media channels, and more. It can also include video or audio of prior interviews you did relating to their story, giving you even more credibility. Plus, the benefit of having a link coming to your website, if you have one, will boost your websites traffic, and potentially, its ranking.

Preparing Yourself for the Interview

Don’t wing it! Lots of people, including me my first few times, feel they can wing their way through it. They feel confident that they know their subject matter well, and that they don’t need to prepare. This could not be further from the truth. Whether it’s your first time or tenth time, you want to come across as a true expert at what you are saying and presenting. This is accomplished when you speak strongly and confidently about your subject. Keep in mind, this interview is not just an exposure opportunity. It’s a potential invitation to get you back on for a second interview.

Understand Your Purpose for the Interview

Why are you there? What are you looking to get out of the interview? What is the interviewer and their audience looking to get out of you?

You should have the answers to these questions in your mind before the interview, as it will play into the momentum of the conversation. Make sure you present yourself, and your products and services, in such a way where it holds the audiences interest, yet does not seem like you are advertising.

Let’s use my first television interview mentioned above as an example. When I was asked by the show host, “What does your company do?” I didn’t just give a description of the company and its name. I explained how the audience could benefit from using our service. I answered the question by saying, “Our members can go on our website, and earn money by doing something they normally do on a daily basis. Shop online.” This answer not only gave the viewers watching the segment a brief description of what we do, it gave them a reason to be interested in us without actually plugging the company.

Stick to Key Points

Television producers, radio hosts, podcasters, and other media interviewers are not out to challenge you or make you look bad. If you look bad, it makes THEM look bad.

Prior to your interview, have am agenda of questions and your answers ready. If you were not notified or given any agenda, ask for it. You can also offer to write the agenda for the interview. I have done this a number of times, and it lowers the risk that you will not stumble or falter on your words during the interview, potentially risking your credibility.

Side Topics

In addition to sticking to key points, as mentioned above, the interviewer may go off on a side note here and there. This can be fun and add interest to the interview, but it may cause a little nervousness with you if you don’t have an answer. If the interviewer should do this, never answer a question you are unsure about. Always speak confidently, and reassure the interviewer and the audience that you can have the answer to the question at a later time. “I can have the answer to that available on my website,” or, “Your audience can reach me at my contact information to find out more on that subject,” are reassuring responses for this situation.

Avoid Advertising Your Business

Do not come off as an ad campaign for yourself, your product, or your services. You are there to show you are an expert in the area you are being interviewed for. Always treat the interview as a confident discussion, and stay on topic. The interviewer will plug your product, service or website at various points during the interview. Only plug yourself and you services when the interviewer asks you to do so. They are in the driver seat, and know the best times to allow this.

Prepare Your Appearance

Your appearance matters in the media, even if it’s just your voice at times.

With television, you will need to pay more attention to your body image and language. When you are live in the studio, cameras will capture you both from wide, close-up, and other angles, so it’s good to be dressed accordingly from head to toe. If you are seated, be attentive to how you sit, and adjust to any nervous twitching you may be prone to. Eye contact with the reporter is essential.

Radio shows and podcasts are intended to be conversational, and are usually aired live, and sometimes pre-recorded. As with television, be interesting, informative, and brief with your answers. Again use creative words and phrases to create a good visual for the listeners in the audience, since there are no visuals or pictures to show the story.

For print and online media interviews, it is usually easier to be more informal with the interviewer or reporter. Even though it’s just the two of you, whether on the phone or in a private room, the reporter may and can quote anything you say. So be as concise and as interesting as you would be if you were doing a tv, radio or podcast interview.

Send a Follow-Up

A follow-up after a good interview with a host or reporter isn’t necessary, but a nice, thoughtful “thanks for having me on” almost always goes a long way. In your thank you email message, let them know you can be available for future topics in your industry if the opportunities come up. This simple gesture will help you stand out among the rest.

Get Yourself Started

Below are some highly recommended resources, some I have personally used and mentioned above.

Good luck, and much success!

*This page contains affiliate relationships. A commission may be earned when a purchase is made through these links.

Books and Reference

Email Marketing

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Online Courses and Training

Media Guest Networks

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