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Our post-lunch session today at the Type-A Mom Conference in Asheville, North Carolina is Dealing with the Media. The moderator is Kathleen Mosher, and our speakers are Kelby Carr, Danielle Smith, and Alicia Ybarbo.
How should bloggers promote themselves as an expert to the media world?
Kelby says that local media is often overlooked because it isn’t as sexy as the national media. But you can get regular TV and newspaper appearances by positioning yourself as a local expert. Your local newspaper may be part of a chain, as well, connected to a larger media property like USA Today or something.
Alicia uses local papers as sources when she’s doing research for stories on the Today Show. You can get a call from national media when you appear in your local paper. Saturate your market as much as you can with your presence. The Pioneer Woman was recently on the show for cooking, and now she’s in Alicia’s mind. Find one part of your site and really work on it, and everything else will follow.
Danielle says to work with people from your local area. Media professionals don’t want a plain pitch any more than we do as bloggers. Pitch a specific idea to your local media outlet and tell them why it’s a good idea for them.
How do you prepare for an interview?
Kelby says too many mom bloggers get excited about an interview, but then they get really upset because they get “portrayed as money-grubbing swag-grabbing whores.” (She corrected herself, because too many bloggers don’t get paid.) Reporters will grab the juiciest quote, so make sure every word you say counts. Ask what the reporter’s angle is to see if it’s going to be a good fit for you. It’s okay to ask for an email with questions ahead of time so you can prepare your answers. It may also give you an idea of what they’re looking for from you.
Bring up some key points during the interview. You can bring a cheat sheet with you. You can redirect your answers to their questions to come back to the point you want to make. Be very careful what you say.
How do you generate a story idea that will grab media interest?
Alicia says that there are two simple things to keep in mind: pitch around the calendar, and pitch around the headlines. Halloween, Thanksgiving, and Christmas are coming up. How is what you’re doing relevant to the time of year or what’s hot in the news right now? These things are your secret to a good pitch. Build a rolodex that includes people you need to go to. Be a big fish in your small pond.
How do you handle negative questions?
Danielle says: PLEASE don’t say no comment. That will get reported, and it gives no one information except that you avoided the question. You can take a deep breath and say, “That’s a really good question,” then circle back to your talking points. People do this in TV interviews all the time. The reporter may come back to the question, of course. Pay attention and don’t let your guard down, because you don’t always know what the reporter is after. Don’t ever deviate from what is important to you.
Should you be chatty or friendly with reporters?
Kelby says that it’s okay to get friendly with reporters, because that’s what they do. But even if you know someone pretty well, they are never 100% your friend. Their job is to get the best story for their audience. Their loyalty is not to you. You can be friendly, because if you’re a boring interview, you won’t get quoted. But don’t let your guard down too much. If a reporter likes you, they may have less inclination to blindside you with something nasty.
How would you suggest people training themselves to come better at media relations?
Alicia says that you may need to take a couple steps back and write an agenda for yourself before an interview. Study up on your subject, because you may be surprised at how much of your own stuff you forget when you’re in the spotlight. Come up with a couple of bullet points to deliver that quotable answer the reporter wants. Make it concise and as catchy as possible.
To prepare yourself on air, grab your FLIP camera and have a neighbor or friend ask you a few questions. Then watch the video and see what you don’t like about your wardrobe, your makeup, and the way you talk.
Danielle says that watching yourself on camera can be extremely painful. You can find you have mannerisms like blinking too fast or playing with your hair, or you say certain words too much. (I say “actually” too much.) She suggests having your husband point out whenever you say that word you use too much. You’re going to want to kick him in the shins, but it will help you break the habit quickly.
Read what people are writing about to see what the media is interested in talking about.
Kelby talks about how Anissa’s stroke brought about such a global response in the blogosphere. She pitched the story to the Atlanta Journal-Constitution. The reporter couldn’t understand what the angle was, and Kelby had a hard time why he couldn’t understand why this was a big deal. Angela England’s social media campaign that saved Baby Jaeli’s life wasn’t big news to the traditional media either. Literally, the effort saved Jaeli’s life by providing the special formula she needed.
Alicia agrees that social media and traditional media often do not connect. She often has to explain what social media is about in her traditional media environment.
Make connections with your media professionals. Send a nice, friendly email every week or every other week with ideas for what you can do for them. It puts you on the radar. One woman emails Alicia every week with three things she could talk about on air. She often just deletes the email, but she keeps her in mind if she needs a psychologist for an upcoming segment.
Key Messages
- Prepare in advance.
- Have an information packet or media kit.
- Study traditional media and know the outlet before you pitch them.
- Watch trends closely and make yourself relevant on a trendy topic.
- Have your keypoints in writing and keep them in front of you.
Questions from the Audience
What types of things does a person have to offer that will interest the media?
Short and sweet. A link to your best video that you’re super proud of. Send your pitch and links to a few articles. Your first email has to catch their eye. Links to your other media mentions.
Tip: Write an op ed. Use Shine. Don’t always wait. Write the story and then pitch it. Take things into your own hands if you’re not getting an answer.
Having your story in another publication is helpful.
Don’t send press releases to journalists. Build a relationship with them so you can send a DM in the future when something comes up. You have to work it. You have to be proud in what you do, and that has to come through when you pitch yourself.
Alicia doesn’t want to hear from people who have no local media experience. She doesn’t want people who may sputter and stutter and look terrible on television. Every local town has a parenting magazine. (Mine has one! I’m the editor of Kids Fun Plaza in Northeastern New York.) Get involved to get experience and media clips!
That’s me: Christina Gleason. I’m a writer, editor, and disability advocate. I'm a multiply disabled autistic lady doing my best in this world built for abled people. I’m a geek for grammar, fantasy, and casual gaming. I hate vegetables. I cannot reliably speak, so I’ll happily conduct business over email or messaging instead.
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