UTILIZING YOUR MEDIA to Land More Business
If you use it correctly, media begets media. Use your TV and radio appearances and magazine and newspaper articles to interest other media. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances (unless you're pitching a direct competitor). When writing or talking to the media, let them know about other segments or articles you have appeared in. Be prudent in the media you send. If a feature story or interview has certain quotes you are unhappy with, you may want to copy only the parts of the interview you want highlighted. If you have a recently taped interview from a particular TV program and are now being considered by their direct competitor, you may want to think twice before sending that particular tape for viewing.
Keep copies of articles displayed in your office or framed on your walls. Mention your media in your ads, flyers, newsletters and brochures. If you have a staff or employees, teach them to use the media you have been featured in, in their pitches or conversations to both clients and prospective clients. Send out copies of your media tear sheets to your current and prospective clients. If you give seminars, speeches, or lectures, use copies of your print tear sheets and video-taped interviews in your presentations. Consider hiring a graphic artist to help professionally display your articles and interviews. These are just some examples of ways to utilize your press. With a little thought and ingenuity, you'll come up with several more. Make your press work as hard as you do.
Copyright© Anthony Mora 2006