How to Get Featured on TV and Other Media Outlets
Tools mentioned in this episode:
HARO Providing journalists with a robust database of sources for upcoming stories and daily opportunities for sources to secure valuable media coverage.
SourceBottle A free online service that connects journalists with sources.
Selena Soo's Impacting Millions Program to teach you how to connect with the media and land high-exposure opportunities. Learn how to get featured, published, and interviewed in blogs, podcasts, magazines, and even national TV shows.
Kendra: Hello. Hello everyone. Welcome to another awesome episode of the 360healthbiz Podcast. I am your co-host Kendra Perry, and I am with my other co-hosts, Christine Hansen, who's looking lovely and beautiful. As always!
Christine: Love that intro. It's like...
Kendra: I know, every time I just got to flatter you a little bit. So today we're going to be talking about a really awesome topic, and I'm probably gonna learn a ton today because this is definitely Christine's thing. Christine has been featured on TV and in all kinds of media outlets, and that's what we're going to be talking about today. We're gonna be talking about how you too can get on TV or featured in other media outlets which can help you grow your health coaching business. So we're going to dive deep into this topic today, but before we get started, we are going to quickly discuss, a tool that is actually very, very related to this topic. And the tool is called HARO. And I'm going to let Christine tell you a little bit about this, because she knows way more about it than I do.
Christine: Yeah. So HARO was pretty unknown three years ago. It's picked up quite a bit of traction since then, but it's called, 'Help A Reporter Out.' So H-A-R-O, Help A Reporter Out. And what it is, is basically it's a platform that you can sign up for free and you have reporters asking for experts three times a day in their different topics, and these reporters are not just like your neighborhood blog, like you have the, literally you have The Independent, Readers Digest, [inaudible] magazine, even the New York Times I think I've seen once or twice, Shape Magazine and so forth. So you really have like the whole hearst kind of thing on there, everyday health, like major major outlets. And what you do is you basically go through the sections to take a look at what could be for you. So for me sleep is pretty much on there at least twice a week, and then you pitch. So we're going to talk about that a little bit in detail later. But, it is a fantastic tool. It has helped me a lot to get my first visibility kind of steps, and it's free. So check it out. I think it's, it's amazing. An equivalent would be SourceBottle. I'm actually registered with SourceBottle Australia for some weird reason.
Christine: SourceBottle. Like a 'Source' and then 'Bottle.'
Christine: And a, or 'source bottle'...
Kendra: Thank you
Christine: And, yeah, I like it because they have international pitches. It's and it's a smaller pool basically than the HARO one, which is for all of the US and so forth. So that's an insider tip.
Kendra: That's awesome. And it's funny because you actually told me about HARO and I've been subscribed to it for like a year. I have yet to use it, but I'm, it comes to me like three times a day and I'm always looking at it and one day I'm actually going to go through and pitch something, and hopefully today you've been helped me a little bit, and teach me a little bit how I should be pitching these people. But before we get started I just, I'd love to know how you started getting featured, because I know you've been on TV a few times. I think just the other day you were flown to Paris for something, so you're kind of a celebrity, so why don't you tell us a little bit how you got into this and how you started doing this sort of thing?
Christine: Yeah, so I think the very first time I was featured it was actually before I started my company. So there was a good coach at the time. He told me to do a launch, like an on location launch. So at the time I was 'sleep like a baby,' where I was a baby sleep consultant. And so what I did is I basically did a launch at a cafe. I send out a press release to people, to the media, and I also put it online at events.org online. And I had three reporters show up. So that was like right from the get go. I had some media coverage there. And it was an interesting topic. So I really had lots of people, not lots of people, with 'sleep like a baby,' which I ran for a year, I probably had five, six media features I would say, and somewhere local because through the launch they knew that I existed and then even if they didn't talk about the launch, they came and asked me for an article, an interview, a little bit later on. And I was very active on social media as well, and Luxembourg is smaller of course.
But start locally, I mean locally it's still coverage. It's good practice, especially at the beginning. And then when I shifted my business I knew that it would take me time to get clients, but I wanted to be more high end right from the gate. So I knew that the media would be a very quick way to get credentials, and I signed up for 'Selena Soo's Impacting Millions.' And through that course I learned where to look for media exposure. So HARO was a big one, and it took me around three months. So during three months I pitched a lot. So every other day I would write a little pitch. I would pitch podcasts, I would go through the group, the group had its insider network as well, so I leveraged that. And I did everything from smart, tiny, teeny tiny podcast to entrepreneur on fire, so it was really from everything. But within those three months I was featured in Bride's Magazine, Reader's digest, Huffington Post, and at the time, Huffington Post still took contributes, so I became a contributor there, Elite daily. So those were quite big ones. And then also, I just got a magazine and I would look in the back of the magazine and see who the editor was and I would literally just write an email to the editor and ask if I could contribute. So that's how I got published in a Belgium magazine, a print magazine, pretty high end and that's, you know, I just went for it. Like I went crazy over those three months, I pitched pretty much everywhere.
Christine: So that happened pretty quickly. And then after those three months, because I had a lot of backlinks, my site rank pretty high, and when journalists and so forth would Google, sleep expert adults, I think my site is number one or two. And because I already had those media credentials, they would trust that I was a good source, and then they would come to me. So that's how I got the other kind of media credentials. And just last week, as kind of said, last week I was in New York Post on Monday, I was in the Independent on Friday, was interviewed by a Luxembourgish national TV also on Friday, and then on Saturday I was brought into Paris to be on a French TV station.
Christine: So now everything is just happening organically. What helped me a lot though, first of all is to know how to pitch and I'm going to tell you exactly how I do that, but I do have a collaboration with a mattress company. So I'm a freelance expert for them and they have an amazing PR team, like huge. And their PR team is actually working with another PR company that is one of the biggest worldwide, who are representing the William sister in tennis, UNICEF and so forth. So their reach is amazing. So as their sleep expert, I managed to piggyback on that because, when they have a campaign, they use me in that quotes, I go over their reports, I consult on them, and if a reporter has a question, they basically link him to me. So I talked to the press, and that is fantastic because I get the visibility, they have their expert, but I don't have to do anything. So it's thanks to them that I got the TV appearance in Paris for example. So these things happen, once you get to your credibility markers, the more you get the better.
And I find obviously you need to know what you're doing. Obviously you need to have knowledge, you need to be interesting, hard working, but then it's pretty quick. Right? So the way that your pitch is, it's different. It depends from different outlets. So some outlets will want to have the complete story. Something like mindbodygreenfor example, they want to have the complete story with images, and it doesn't mean that you get published. Like I think I pitched three times, never got published, and then a friend of mine asked me for a quote, so I did that, and there we go. But I never actually had an article published their, an article of mine, and I was just like, after three times I was just like, 'God, I can't be bothered.' And I don't need it.
Kendra: [inaudible] you have to work to have to write everything upfront [inaudible]
Christine: Yeah. You can repurpose it, but I was just like, 'ah.'
Kendra: Yeah. And what about the types of like media outlets that people can be pitching? So obviously like there's like local TV, there's local radio, there's websites like mindbodygreen and like Reader's digest...
Christine: So pretty much everything, pretty much everything, you can always pitch. Sometimes if you go to the site, and go and do your research, and very often you can go and google the site contributor or the site and pitch. They will tell you if they're open to it. Something like Forbes or Entrepreneur, they won't or Inc Magazine, because they have their contributors. Now to become a contributor, you either have to be invited or to be referenced or you can actually talk to a contributor of theirs and see if you can pitch them. So you wouldn't pitch the main mother ship, so to say, but you would pitch contributors. That's how I got into Forbes, for example.
Christine: Now, if you can pitch, read their guidelines, if they just want some ideas than just give them some ideas, and the way that you do that is you literally, everything has to be above the fold. What that means is that, when they click on your email in their inbox, every, the most important stuff needs to be visible straightaway. They cannot scroll down. If they have to scroll down, it's, you lost, so get to the point. They don't have a lot of time. Basically you say, 'Hi.'Sometimes you can do a little, throw a little compliment in there. Say, you know, 'I've seen your story on da da da... I thought it was amazing. I am...'your pitch line, throw something impressive in there, and then, 'here are some ideas that I think your audience would relate to you.'So do your research and look at what their audience basically needs, right. So it is different from outlet to [inaudible]. Also look at the voice that they use, are they casual, are they very more academic. Depends, you know, really take a look at that. And then in general, I usually pitch three to five ideas with bullets. One, two, three, four, five. And then I add my author bio, biography, biography, but I add that at the bottom, you know, or I say, 'I have been featured in...'the main outlets that I've been featured in and, and then I just tell, 'I'm looking forward to hearing from you. Let me know if you need anything different or if there's anything different that you're looking for, just let me know, I'm flexible.'Because that way you leave the door open for them to communicate. So it needs to be to the point, it needs to be super sharp, and never, ever, ever add a word document. They will shoot you. It's taking up time. It slows down their mailbox, so don't do that. Don't, don't do that. Everything needs to be in that email. Very concise and very precise.
Kendra: I love what you said there about like they, they, they shouldn't have to scroll, because it's kind of similar for like an opt-in page, right?
Christine: Yes, exactly.
Kendra: Like if you're sending people to [inaudible] lead magnet, like you need that opt-in and the main things that are going to make someone want to subscribe to your email list and get that freebie.
Christine: Yes, yeah.
Kendra: And it's like you don't want them to have to scroll. So it's kind of like a similar thing. Like it should be to the point, upfront, and the other thing you said there that I love was like, you need to make it about them, right?
Kendra: Like you don't want to talk about you.
Kendra: You want to see like say hey, like this is how I can help you out. This is how I can appeal to your audience.
Kendra: Your audience may love this, and obviously do your research. So [inaudible].
Christine: Yes, because you want to make their lives easier and sometimes it's speed. How I found that it speed, the quicker you are, the better. So sometimes I would just get the email, I would pitch straight away, I wouldn't think about it. If you have someone who's super prepared, then get going do a word document or Google doc where you have 20 topics or so, from different categories that you could find interesting so that you can just copy, paste those very quickly, here on my ideas, Bam, and send it off. Sometimes I wouldn't even write. Sometimes I would literally do a voice memo and send them a voice memo. So.
Christine: And sometimes you know, when you give me an answer, can you give me some ideas? I would say, 'Hey, I'm just doing a voice memo for you,'and that works. And that's how I worked with a lot of reporters actually, because they are on a tight deadline, I can't be bothered to write. So very often when I have someone now pitching me, I would say, is it okay if I just do a voice memo for you? And there like, 'Yeah sure,'because they don't mind, you know.
Kendra: Right, it's quick.
Christine: So it's easier for them because they can actually edit it the way that they want to. It's easier. They hear it once, then they would write it down. It's easier than if they have to go through text and edit it. So I wouldn't do it maybe for the first time, but once you've got a couple under your belt, that's the quickest way to do it and they actually like it.
Christine: So that's another tip.
Kendra: And what about, what should people have in place maybe before they're pitching? Like do they need. They obviously need to have figured out like their niche. They need to kind of maybe have established themselves as an authority or an expert in their niche. [inaudible]
Christine: You don't have to. Like I literally had a really crappy website at the time, I hadn't had, had probably one client and then I got, one client was actually my second or first client was actually a journalist that I had collaborated with.
Kendra: Oh wow, awesome.
Christine: Because she wanted to be a case study so I was like, I can offer you a special discount, and you can write about and now you can have, you see a whole article about me in Refinery 29 where we worked together. That was fair at the very, very beginning, which is a little bit annoying because now I would work completely different, but it's still, I'm grateful. But you don't need anything.
Kendra: Ok, that's good to know.
Christine: Like I don't need anything. I didn't have anything under my belt and you know, if you have someone who's like a little bit wary of that, then it's going to be fine at a later date. Don't take it personal. But as I said, like Entrepreneur on Fire, I was there really early, like very, very, very early in my career. So now I would do things differently. I'm actually thinking of writing another email to John Lee Dumas and say, 'Look, can we do a 2.0, it's going to be better this time.'So, but you don't need anything.
Christine: Like you truly really need balls, I mean just need to go for it.
Kendra: And so do you think like as someone who maybe is in the earlier stages of their business, like do you think this is a good strategy or a good thing to put your energy behind in terms of like generating more income and getting more clients and getting to the bottom line?
Christine: Yeah. For sure. Absolutely. It is incredibly, it's an incredibly, how should I say? Credibility Marker. It's not a lot of work. Like having to hustle to get clients is a lot of work and you would still be doing that. Like it's not going to take that much time actually, but anyone who wants to work with you is going to check out your website and if you have those logos on there, it just immediately establishes you as an authority. You will be able to raise your prices accordingly. You'll have an edge on all the others and I think it's a brilliant investment of time. it's giving you a lot more practice as well because you know, you will want to be an expert at some time. I mean not everyone wants to. But I think most of our listeners are probably like, we are so ambitious and we really want to get to the top and I consider myself being there now, but the media is huge for me and, it's, it's part of my strategy, what I wanted to do. If you're obviously super mortified of being visible than it might not be your kind of thing. Which is fine, you would do it differently. But for me, I was going to be international online, so the media is helping me a lot with that. But if you want to be more local than you probably won't need to do that. I think it depends on what you want. But if you want to have the big international career, it's, I think it's non-negotiable. I think you really have to do it.
Kendra: Well, I feel like there's so many levels that you can do this at. Like, you know, when I first started out, I started my business by running local workshops. I live in a really small town, but I knew that that was probably the quickest and easiest way to get clients. And I would go to, every time I had a workshop, I'd set up an interview with the local radio, and they go in and they interview me on that topic that was really, you know, minor local. I live in a town of 10,000, but like that help get more people into my workshops and the people would be like I listened to you on the radio.
Kendra: You know, like local radios are always looking for content, and they were happy to have me on. And then everyone else thought, 'oh wow, I can't believe the radio have you on.'But really it was not,
Christine: I know.
Kendra: Looked like it was.
Christine: Exactly. And that's a little tip to, local media in the summer is like so easy. They have nothing to report about. You know, politics is, everyone is on holiday, there's nothing happening. So if you want to get some media coverage, especially local TV or radio, summer time is amazing. And it doesn't matter how many people see you in the end, you know, if you just want the credibility marker, because not every media visibility is going to get your client's at all. Like I had huge outlets feature me and I wouldn't get a client from that. So that's not how it works. Yes, you can have the opt-in in there sometimes, but I find that it's more people who check you out and then they're like, whoa. Impressed. Rather than people finding you through an article, you know, most of the time, not always. Sometimes...
Kendra: And I wonder, I wonder if that gives you more credibility because I know like, people don't care as much about the education anymore. Like they don't go, 'I've gone to this school, this school, this school,'people like, 'I've been featured in this, this, this and this.'And I love that. Like as featured in little thing on your website. I have it on my website too, like all the little things, and I have not been featured in a lot of things, like a little bit here and there. But every small thing I've been featured in, even if it was tiny, I put it in that little image, right?
Christine: Yeah. Mine don't fit on there anymore. Like I literally have a separate media page. I find, yeah, it's not like you have to have a medicine degree from Harvard anymore. Like, people want to know that you know your shit basically, right? And when you have been picked up by journalists to be their experts, it does give you a certain authority I would say. So I feel very at ease with it. I think everyone has to choose for themselves, but I would definitely recommend it. It's definitely my jam. I love it. I love being on TV. It's my thing. I love speaking. I love, you know, that's what I'm going to build my career on next year. But it depends obviously, but you can just do it in writing too. I think it's, it's pretty fantastic way of getting to a different level.
Kendra: Yeah. And there's like, there's the, there's like you can get on articles, online articles, there's the TV, there's podcasts, right? Like pitching to podcasts, like this is a similar thing, right? Like podcasts are a really great way to find a new audience that would not have otherwise have found you. Right?
Christine: I love podcasts, and podcasts are a different animals because people who subscribe to podcasts, are fans, like they're really fans, it's much more intense than a book, blog, or newspaper. So pitches to blogs, to podcast, should be a little bit more in depth than they are for written press, for example. Podcasters who lead the own pitches. They love to be flattered. So listen to a couple of episodes that they had in the past and quote from that or say I loved your episode with Xyz, you know, that really resonated with me or, and I've done this to all of them, right? I take the two, three, I literally skipped to the middle and take stuff out. It's like in school, you know, and you didn't read the book and then there's the part where you read and you're like, ha [inaudible]. Not that I ever did that, obviously, but...
Kendra: Of course not.
Christine: Yeah. So flattery is always great. Know what they talk about really, know their structure. They are so different, like some are super, super structured, so are just go with the flow, which I prefer.
Kendra: We're kind of more go with the flow.
Christine: Yeah, definitely. I get really nervous if there's a structure in there, and sometimes I don't prepare enough, but sometimes questions just catch me like the last podcast I was on, they ask what is the best, what was the best day of your life? You're not allowed to say the day your child was born or when you were married. And I was like, 'fuck,'no idea. I was like, 'Shit, Shit. I don't know.'I couldn't get up. I really couldn't find anything. He was like, 'well I can help you. It might be today.'And I was like, 'ah,'very close call. So keep that. When somebody else you that question to say today.
Kendra: That's a good. That's good. And you know what I love about podcast too is like they kind of evergreen, right? Like people listen to the podcast.
Christine: Yes... [inaudible]
Kendra: [inaudible] when I subscribe to a new podcast I go back to the beginning, and I started at the beginning and work my way up.
Christine: Exactly. And they will find you years later, make sure that your opt-in page is branded to them. So when I was on 'being boss,' my update was sleeplikeaboss/beingboss. My opt-in has changed since then. Right. So it's completely different when people go there now from what it used to be, but make sure that links stays.
Christine: I actually forgot to do one for Entrepreneur on Fire, but pretty much every guest does one website forward slash fire. So I did that and I still get opt-ins from that years later, years later, two years later. Right. But the funnel never stops. Just make sure that you do a personalized link. Ideally you should do the personalized page. So say, 'hi listeners from podcast ABC or podcast XYZ,'whatever it is. I don't always do it, it's just I should, I could tell my assistant now to do it actually.
Kendra: You do that.
Christine: But yeah, but podcasts are amazing. People hear you, they trust you a lot quicker. And also videos with experts, do it. Even if it's tiny.
Christine: Like for me doing one free video and getting one client that pays like a lot.
Kendra: Yeah, it's, it's huge. And I love, I love this. And so let's just, let's just summarize like the sort of like pitching format, in that evening just so we make sure that everyone's got it. So you want to, [inaudible]
Christine: [inaudible] Yeah. So you start with the name of the person, spell it correctly, figuring out if it's a he or she. There's nothing that pisses me off more when I have people pitching me to be on my blog or something where all my podcast when it's like, dear Mr. Christine or Dear Mr. Hanson, right? Just like fuck off. Sorry. [inaudible] I'm like, fuck off.
Kendra: You're just on fire today. Let's just drop an F bombs and S bombs.
Christine: It's driving me crazy. So make sure you do research to know that. So, greeting, then do your one elevator pitch line and just tell them I think I have Xyz for your audience. That would be really helpful for your audience. If it's podcast include flattery. If it's not a podcast, don't include flattery.
Kendra: Just get to the point.
Christine: And then depending on what the format is, go with clear bullet points. Have catchy headlines. You need to work on that. That takes time. So really catchy headlines. Usually with a how to, three things, you will find tons of that if you google. Have three to five bullet points, sometimes they will tell you how many they want and then tell them that you're open to changes. 'If you need anything else, let me know.'Sign off, and then after your signature, your bio, your author bio, they usually won't include it but still do it. And then if you want to you can also just before sign off say, 'Also I've been featured in da da da. Here are two articles of mine,'that they can click on, so that they can see that you're legit.
Christine: So that would be the line out that I would use, except if they ask for the complete article in advance, then obviously you would do that. But I don't know many who do that. I really literally, I think it's only mindbodygreen so far that I've encountered that once the whole story or the others just want some ideas. Okay. And so if you're, if, if somebody is new and they haven't been featured anywhere, would they just maybe send to...
Christine: Don't say anything.
Christine: Don't say anything.
Christine: No, don't do anything. Don't, just don't mention it.
Kendra: Okay, cool. And I would love to know, like, like what do you think is the biggest mistake people make when pitching? Like what's the big no, no, that you should never do that people do all the time.
Christine: Super easy. Too Long. Your email is too long.
Kendra: Too long.
Christine: Don't go like, 'hi, at my work La La La La La. I work with Blah Blah Blah. I have helped... I've been educated Dah Dah Dah Dah Dah. It is my passion to neh neh neh neh neh, I've read Wirey, I really think that I could have because da da da.'So you have like three paragraphs and then the ideas aren't clearly laid out. Nobody's going to read it. Like literally no one’s going to read it. So it needs to be short, to point, above the fold.
Kendra: Cool. Above the fold. To the point. Not too long. Don't go on and on. Okay, got it.
Kendra: And what advice would you give to someone who really wants to be featured on TV say, but they're just really nervous about it? Like how, like what advice would you give to them?
Christine: I would tell them to practice on Facebook lives first,
Kendra: Yeah. [inaudible]
Christine: Like trying to do your own Facebook lives. Try to get into groups of other people. There's lots of collaborations in the online world right now where people have each other on guests. Try to be an online summits, that is very similar to actually being interviewed on TV.
Christine: And then when you're ready, then just have a go and go to a small station first. Like I'm a local, small independent channels. You actually also have some TV channels online that are only online. Go with that first so that you know what is, you know, waiting for you and TV is fast, like you're in the in and out.
Christine: It's so quick. It's like super dizzylusionary, unless you are with Alan where you get like half an hour air time, but working on it. It's just like, Blam, it's very quick.
Kendra: Yeah. You have a very short amount of time to get to your point, hey?
Christine: Yes. Yeah, yeah, yeah.
Kendra: Cool. Awesome. Anything else you want to tell our listeners about media and getting featured?
Christine: If you can collaborate with a team, with a company that has great PR team, do it. Like, I think that has been something that's was very surprising to me. I love the company obviously because I also love them, the people that work there and they're really dear to me, because we had an event where I was five days staying at a hotel with them during a campaign, so I really got to know them. They're adorable. So make sure that it fits, that it's a good match and because we get along so well, they asked me over and over again and yes, I do have to sign an exclusivity contract with them for certain amount of time. So be aware of that. Whether it's worth it for me, I know that with them it's worth it, and it's always like six months or just as long as the campaign is going on.
Christine: But yeah, I find if you can collaborate with a brand like that, especially if they are having campaigns, and you show a little bit of initiative, it's a win. It's like they will help you, they will do the work for you in a way, and then you can help them and get the exposure. So it's, it's fantastic. Like that was what I underestimated by far. So it's was a beautiful surprise. And you get paid. Don't forget, you don't get paid for the rest of that, like nothing pays. So. But for that you get paid.
Kendra: And you know, I actually think you got me featured in, was it Forbes or the Guardian? Like you had one article where you had a bunch of different experts put in their two cents.
Christine: Oh yeah. In Huffington Post.
Kendra: Huffington Post. I was like awesome. And then I don't think they accept contributors anymore. So now that's on my featured in page, because I, I was in there.
Christine: You were in there. Our Podcast is in Forbes dude.
Kendra: Oh awesome. I had no idea.
Christine: I know we have to put it on our website actually. I just thought [inaudible]
Kendra: We got to get on top of that.
Christine: 360healthbiz podcast is in Forbes magazine with a link, which is pretty cool.
Kendra: That is pretty cool. Oh my God. That's so exciting. I love it. Okay. So guys, if you liked this episode, leave us a five-star review on iTunes or wherever you can leave us a review because we need to know like do you like this? Is this episode sweet? Are you into it? Do you want us to do more episodes like this? We need to hear from you and just helping us if you know, spread our message, help more health coaches, grow their business, transform their clients, it means we're going to help more people. Very important. And so in order for us to get out there, you need to let iTunes know that you like us.
Christine: Yeah. Thank you so much guys. Let me know if you have any questions. You can obviously always email me through the contact page if you want to have any other information like I'd love to share.
Kendra: Awesome. Well thanks Christine. Thank you for sharing your wisdom. I have been taking notes. I learned a lot and maybe in the next couple of weeks I'm actually going to pitch something from HARO. Those emails that have been coming to me for like over a year that I haven't used it yet.
Christine: Yes. I'm ignoring them at the moment, but I will get back into it when I have time.
Kendra: Yeah, great tool. All right, thanks Christine. Thanks everyone.