Lessons - Why You’re Not Getting Media Coverage | Cheryl Hunter - Best-selling Author and Resilience Expert

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is there is there a big difference if you're going to you know media train somebody for prime time news or talk show what is the biggest difference who somebody is heavily involved in social who's built an audience or a brand between all traditional media or whatever you want to call it and youtube and reels at like what's the thing that they are going to miss because there's going to be somebody who's listening to this who has built an audience on youtube and they're like I have like two million subs I think I media trained enough they're probably missing something I know for sure they are because I know people that also just do traditional media and there are nuances what's the difference your audience that you've built has a particular way they like to consume content there's a particular kind of value you provide for them you give them tangible takeaways and whatever way you do the media source that also has millions of followers or not subscribers perhaps but how when they do it they have an audience that consumes content in a different way they want takeaways in a distinct fashion you can still impact that audience positively but you have to first put your ear to the ground and find out how does their audience consume content what do they leave with what kind of segments do they get the most bang for their buck on and that they continue to repeat and how can I approximate what I do in that format and presented in such a way that the media platform is oh this is a no brainer because I have relationships with I don't know 50 or more 45 50 gatekeepers that that different media platforms and they say something similar each time which is every time I put someone's name in the hat or pitch them up the food chain at work my job is on the line it may sound counter intuitive one of our producers on our team has been producing network television for 30 years how could hard job be on the line she's had been in the DGA and the PGA and the blah blah blah blah every time if someone goes in and screws up they're like barra never again she can't afford to have that happen nobody can't so you got to make the decision for the gatekeeper such a no brainer by removing all the barriers to entry for them so that they have no fear of pitching you no fear of throwing your name in the hat and once you've done that you've let them know what's in it for them the gatekeeper personally what's in it for the media source what's in it for their audience what all of those things once you make that crystal clear and do it in a concise way that's a soundfited that when they get 500 emails a day they're going to go yes you've done it for me that right there can help remove those barriers to entry and if you've got two million subscribers by all means say so because it's not their decision way easier and removes the barrier to entry but for people that aren't already famous is there a right time when they should start approaching traditional media is it when you're raising a funding round is it you want to build more of an audience a brand is it after you've accomplished something is there like a sweet spotter is it everyone subjective it's so there's what is that old proverb the best time to plant a tree was 20 years ago yes so often clients come to us and they're like yeah I launched a book I've got a brand new book and boy I think I shouldn't I don't know if I should do it now or later and we're like when did your book come out four months ago wait that's just so late that it's like Sissif is trying to push that boulder up the hill and having it roll back down every day no you want to build renowned before you launch anything so you're not launching into a vacuum you want to substantiate that you're the expert in your field long before you ask for funding or what happy it's there's two different kind of lanes that we go in within you know yes we do bespoke PR but mostly what people want is to learn how to become their own publicist for the life of their brand and we help them do that and for those people you want to start building relationships with the right gatekeepers at the right major media sources for you yesterday 20 years ago so that by the time your book comes out well you've got an opening or a launch or something you've got such a relationship with them so you're no longer pit position to somebody who's like please it's major me how could you use me to know you're a peer or even a resource when you're positioned as a resource with this gatekeeper all bets are off those people appear on media all the time and you see them like you you see them repeatedly you see them all the time whenever there's a segment not that's when the gatekeeper reaches out to those people but they've had the relationship for X amount of years ahead or or weeks or months it's look it's no longer the media I you know I talked about how it's no longer the business days of old where you hung up a shingle put it up on Main Street we're now open Saturdays and people wouldn't run to you excuse me mean it's not to say many more either it used to be back in the days of Walter Cronkider and word or Murrow they had one hour of news to fill a night that's it they had a team of people working around the clock to fill an hour now they got 24 hours and your boss is on your back day and night what are you good and what do you got for me I need something good need this one's got to hit we got sweeps coming up no producer can come up with that much content on their own so if you've got a message and you've got expertise and you can serve their audience you need to get out there to them and have a relationship with them because they need you as much as you want them and if you can leverage that that 24 hour news cycle to your advantage by creating things that they want to feature they will be reaching out to you all the time I've got clients like that right now anytime there's something political anytime there's national national security I've got this client Jean Miranda every time there's something happening some drone strikes some this some action some some that's the go to they have to call him a huge shout out to bank on yourself for supporting today's episode entrepreneurs here's the retirement secret that Wall Street doesn't want you to know while you are pouring everything into growing your business they want you gambling your future in their 401k casino with no guarantees as a business owner you already take enough risks why gamble with your retirement to it is time to discover the financial strategy smart entrepreneurs are using to protect their wealth bank on yourself is the proven approach that gives business owners what they need most certainty flexibility and control in their retirement unlike traditional retirement accounts bank on yourself gives you predictable guaranteed growth that isn't at the mercy of market crashes a liquid cash reserve you can tap anytime to seize new business opportunities or whether 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yeah I've been a I've found in three companies I don't need the ego it's it's the ego okay mean that right it's I'm gonna just I know they said not to talk about my business but I'm gonna talk about my business talking about what you're there to talk about and weaving through your business story such that people will beat a path to your door but it's it's the arrogance of thinking it'll be different with you because after all you're special you know what it is I think that social media removed gay keepers from creating audiences so you can build an audience but a lot of people don't monetize their audience the way they should they don't leverage the audience the way they should and they probably don't have a lot of people telling them that they suck that they I'm saying yeah you get a lot of trolls in the comments of people actually saying that your messaging is not good you should do this that or the other or if your messaging is really bad you're just not getting accepted but if you press your test yourself against media gay keepers that they need your message to hit and drive ratings at a massive scale that you probably day one will never have access to on a youtuber what TikTok or whatever like this isn't actually a really good way to see if your message hits home because now it's no longer you just putting your content and you building an audience with an algorithm that may or may not serve you it's putting your content that there's there's professionals that gay keep and will tell you if you suck which is actually very useful feedback for a creator if you're like a prolific creator or if you're just starting out but I'm just thinking through this now I don't do traditional media I do podcasts unless you tell me that it sucks like I guess downloads whatever but maybe it could be 50% better if I you know buttoned up my media training went to try and talk about entrepreneurship business whatever try and get on squawk box or something like that nobody's listening to me I'm like oh shit I better figure out what I stand for the story that I want to tell and then maybe I carry that into my actual content I don't know I'm just thinking yeah and ball or die right it really it's such a smart idea like in one regard you don't have to and at the same time for each of us if we don't evolve if we don't iterate and optimize and test and continue to push outside of our comfort zone somebody else will thanks for tuning in if you found this valuable don't forget to hit that subscribe button so you never miss an episode and if you want to dive deeper into this conversation check out the links in the description to watch the full episode see you in the next one