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Momentum Biz Tip #5 (to be ready when the media calls)

A calendar on a desk

May 22, 2024/in Marketing & Biz Tips

This Biz Tips series is inspired by the modules in our Momentum Accelerator.

Biz Tip # 5: Always be ready for the interview


Lauren Vogel is a PR expert with Scooter Media. She shared this tip with me.


You may have a focus on PR and getting the media to cover your business. Even if you don’t, there are times when the media will seek YOU out.

When that happens, you’ve got to be ready to shine.

Why would the media reach out to you? If current events relate to your expertise, if you’re leading a trend that’s catching on, if you are at the right place at the right time.

The news and entertainment media reflect what their viewers/listeners/readers are talking about. So if you can make the case for why you can and should be part of the conversation, they will be happy to feature you and your business.

So….how will you be ready for this opportunity?

Lauren recommends a 3-prong approach:

  1. Determine your messaging: what will you talk about? Lauren says you should have 1 overarching topic, with up to 3 key messages that relate to the topic, each with supporting data. This structure will keep you focused when you speak and convey the message you want to share.


  1. Build a media suite: be prepared with a bio, a headshot, some photos of your product or service and links. Send this to the reporter or news outlet.


  1. Prepare for the interview: understand the audience, practice your messaging, be confident, clear and helpful.


Why you should care:

“Earned media” is free publicity that you get because you are doing something relevant or related to what the media is covering.

“Paid media” is when you pay for coverage or visibility.

Free is often better than paid, and if you’re prepared, you can maximize the visibility and turn it into sales.

Give it some thought.

What are general topics that the media often talks about and how could you pitch your expertise or business to fit those topics?

For example, holidays are often featured, so which holidays are relevant to your business? If you’re a relationship coach, Valentine’s Day would be an excellent time of year for the media to interview you.

If you can identify a number of reasons you would be a good fit for you and your business, consider adding a Media page on your website. You include your media suite as a download and examples of past interviews and articles that feature you.

Being purposeful about leveraging free publicity will increase your visibility and attract new customers.

Explore Momentum

Stop googling, stop attending this webinar and that, stop asking for help from your friends. Save all that time and energy by enrolling in MOMENTUM. Learn more here.

Written by Jill Morenz, President & CEO at Aviatra Accelerators


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