What would you pay for attention?
By: Jim Katzaman - Get Out Of Debt
Tags: Entrepreneurship, Social Media, News, Public Relations, Marketing

Photo by Vanilla Bear Films on Unsplash

Although it’s said that any news about your company is good news, the reality is that all entrepreneurs hope for the best.

As Christina Nicholson says, the best good coverage is earned, and not necessarily expensive. She specializes in landing free exposure in mainstream media.

The owner of Media Maven, Nicholson is a TV host, podcaster, TEDx speaker and former reporter and anchor. She has written for Inc., Fast Company and Business Insider.

Nicholson talked with digital marketing expert Madalyn Sklar about getting media attention for your business.

“What do you think when you hear someone on a podcast, see them in the news or read about them in a magazine?” Nicholson said. “The perception is that person is smart, successful and deserves to be there. Now, that is who you want to do business with.

“Think of press coverage as a referral,” she said. “It’s not you saying you’re great. It’s someone else saying you’re great. Your credibility is instant when a known, liked and trusted source features you.”

The proof is in the research.

“When people Google you, what do they see?” Nicholson said. “To build your brand, it’s important for trusted people and media outlets to share your product, service or expertise. Potential clients and customers should have a good impression when they look you up online.

“If you’re into vanity metrics and all that online, you can’t get a blue check mark without press coverage that is earned, not paid for,” she said.

Nicholson is puzzled by the notion that media coverage might come too soon.

“Everyone makes the excuse that they’re not ready,” she said. “If you’re ready for one customer or client, you’re ready for press coverage. It’s how you get the know, like and trust factor fast.

“People can’t do business with you if they don’t know about you,” Nicholson said. “Press coverage will get you in front of the most amount of people, in the quickest amount of time, without spending a dime on ads.”

Success in the millions

She recalled one of her nationwide success stories.

“One of my clients had a business that was a side hustle,” Nicholson said. “He worked full time, had no customers and little money, but the Today Show loved the story and told it to millions.”

Pitching business for media coverage is an everyday affair.

“The news cycle changes every minute,” Nicholson said. “If you sit on an idea too long or don’t jump on an angle that is newsworthy right now — like public health, for example — you’re going to miss your chance.

“Block time in your calendar at least twice a week to interact with journalists on Twitter,” she said. “It’s where we hang out. Also, use HARO, but use it right.”

Twitter affords several ways to establish media relationships.

“That’s where members of the media hang out,” Nicholson said. “It’s how I met Madalyn and so many others. After I email a pitch, I’ll tweet people to let them know I’m in their inbox to stand out from the many others there.

“Get to know journalists by following them, sharing their articles — very important to them — retweeting their content, and replying to tweets,” she said. “Then you can have a two-way conversation.”

Rewards are even better when you look after reporters’ interests.

“Help them do their job,” Nicholson said. “Can you refer them to a source? Can you share a story with your audience? Can you give them a shout out? Don’t reach out only when you have something to gain.”

Beyond control

Those who believe they can master the media are in for big disappointments.

“When you earn media, you have no control over it,” Nicholson said. “It’s not the media’s job to promote you or give you a free commercial. It’s their job to tell a story that will educate and entertain their audience. It could or could not be positive for you.

“If you want to control the message, you need to advertise,” she said. “It’s expensive, people don’t pay a ton of attention to ads, and you don’t get the know, like, trust factor. Instead, share your expertise. Be open and honest. Nothing is all 100 percent positive.”

Much as the experts try, bad coverage in the media is inevitable and not easy to overcome.

“You can’t ‘fix’ bad coverage,” Nicholson said. “Again, it’s not the media’s job to promote you. That’s what ads are for. Just keep earning positive coverage to push the bad down, if it happens.”

She listed three kinds of media: owned, earned and paid.

“Two you can control,” Nicholson said. “Earned you can not. The media has a job to do. If you want coverage, help them do their job as it relates to your expertise.

“One more thing, if something bad happens, never say ‘No comment,’” she said. “It makes everyone else think you’re guilty.”

Her career on both sides of the media equation has given Nicholson a healthy dose of caution for entrepreneurs tempted to try do-it-yourself public relations.

“When I was a TV reporter, I hated people in PR. Sorry,” she said. “They were so promotional, micromanaged me doing my job, and had no idea what it was like to work in news. If you hire, hire carefully.”

Costly proposition

Hiring public relations services is not to be taken lightly, costing an average of $6,000 per month in the United States.

“If you can’t swing that, you must learn how to handle it yourself,” Nicholson said. “I share tons of free resources on social media, YouTube and on my podcast: Become a Media Maven.

“Many journalists don’t like working with people in PR — I didn’t — because they can be overbearing,” she said. “In some cases, you can get further by pitching yourself, but you must know how to pitch because most get it wrong.”

People make common mistakes in their public relations strategy.

“They are way too promotional,” Nicholson said. “Stop promoting yourself and focus on helping the journalist, booker, producer or podcast host give their audience what they want. Then you will succeed. You will get your promotion by default.

“People have unrealistic media goals to begin with or media goals that don’t align with their business goals,” she said. “You’ll get more leads by being on a smaller, niche podcast than by being on a network TV show, for example.”

Basically the non-experts don’t know what to do.

“I offer so much for free that there is no excuse,” Nicholson said, giving a media pitch that landed a client on local TV for a live segment.

“People do a lot of little things instead of one strategic thing,” she said. “Sending one pitch to 500 people at the same time does not work. Sending 10 pitches to 10 people you’ve interacted with on Twitter will get you further.”

About The Author

Jim Katzaman is a manager at Largo Financial Services and worked in public affairs for the Air Force and federal government. You can connect with him on Twitter, Facebook and LinkedIn.