Have you ever happened to be in the right place at the right time? Maybe you landed a job because you lucked into sitting next to your soon-to-be-new boss on an airline flight. Perhaps you met your spouse because the two of you wandered into the same laundromat at the same time.
In a similar fashion, in the world of publicity, sometimes if you reach out to the media with the right message at the right time, you can have extraordinary success being featured in the press as an authority in your field.
That’s what happened with one of our clients, Sarah Lee Gossett Parrish, an attorney who specializes in cannabis law.
Sarah Lee came to us at a time when numerous states were passing or considering laws to legalize marijuana – either for medical purposes or recreational ones.
Journalists and talk-radio hosts needed someone with the right credentials who could speak with authority on those laws and Sarah Lee fit the bill. We got busy presenting her to the media and fielding the requests that began to flood in.
We landed interviews for her with major publications, such as the Boston Globe and the Los Angeles Times. An Associated Press article that included her insights was picked up by such media outlets as the New York Times, the Chicago Tribune, U.S. News & World Report, the Seattle Times, Fox Business Network, the Washington Times, the Denver Post and the Tampa Bay Times, just to name a few.
Talk radio also loved her and her message, and we booked 30 radio interviews for her on top-rated shows in major markets around the country and on nationally syndicated shows.
Definitely, right message at the right time.
But even when you have that advantage like Sarah Lee did, there are more things you need to know and do if you want to make the most of the situation. Let me share a few of these factors worth keeping in mind if the window of opportunity opens for you.
Be prepared to act when your topic hits the news. Members of the media want to latch onto a topic while it’s hot! If your area of expertise suddenly becomes newsworthy, they need to speak with you now, not a week from Tuesday. Sarah Lee understood that and made herself available for every press opportunity and interview that we were able to arrange. Sure, you no doubt already have your own hectic schedule, but to ensure success at the highest level you need to make the media’s schedule your priority.
Be engaging when the moment arrives. This is especially important for radio and TV. You don’t need to be as entertaining as Jimmy Fallon, but you also don’t want the audience – or the host! – to start dozing. Be yourself, but make sure it’s an engaging version of you. Remember this, too. Don’t answer questions with a simple “yes” or “no.” Elaborate. Don’t force the interviewer to pry the information from you. Sarah Lee knew her topic, gave information-laden answers, and delivered her message in an engaging style.
Maximize your results. Take a visit to Sarah Lee’s website and you will see a long, long list of her media successes, along with links to her radio interviews and to articles in which she was quoted. They range from some of those top-tier publications I mentioned earlier, to specialty publications such as Marijuana Business Daily. Putting links on your website to your TV, radio or print coverage helps build credibility with visitors to your site.
Sarah Lee’s charismatic personality and willingness to be available for every press opportunity and interview, combined with our stellar team working tirelessly behind the scenes, created the perfect mix and earned her a position in top-tier media as an authority in her field.
But ultimately, it was how Sarah Lee leveraged all of the media spotlighting her as an authority that was so powerful. It created more professional opportunities for her than she ever imagined possible!
Eyes on the ball!
P.S. If you’d like professional help getting coverage in the press, or being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 29 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 0, or simply reply to this email. We’d love to hear from you!