Media Coverage

You could be the reporter on “your” space, on the industry you serve. Instead of the marketer or the owner-pretending-to-be-a-marketer, you could work on being media coverage. It just takes some thought. Scary Face

If I asked Joe Sorge who the prominent players were in the restaurant business in Milwaukee, he’d be able to tell me. If I asked him about news that impacts his industry, he could tell me. He also has made media lots of times before. So in essence, Joe could choose to launch Milwaukee Restauranteur and be the voice of the space he also happens to serve.

Becky McCray, Sheila Scarborough, and Leslie McLellan cover ideas for the tourism industry. They share news from that space, ideas, and of course, they have products that they sell to the space. It’s an easy concept to grasp. Be the reliable source of news for a space and suddenly, you get a seat at the table for those you have the pleasure to serve.

Of course, it’s not super easy or guaranteed. Some thoughts to help you through. Let’s say you set up a website and/or a newsletter to cover the space you serve. Here’s what’s next.

Guidelines For Creating Media Coverage

  • The best stories are those that serve everyone in your space, not just your prospective buyers.
  • People read more if you’re helpful, if you’re entertaining, and if you talk about them and not yourself.
  • Be clear about your bias and disclose up front. On your about page, be clear that people know who you are and what you represent.
  • People won’t bother reading your stuff if you trash your competition or portray them in a bad light. That only goes over in social media, evidently.
  • If you’re truly covering your space, and there’s negative news about you to report, be ready to report it.
  • Text is swell, but so are photos and video and audio and all the other ways you can connect.
  • Interviews are great. So are how-to pieces, etc.
  • It’s perfectly fine to sell. Just be clear when you’re doing so.

This method works well for lots of potential business opportunities, from people like California’s Trial Lawyer of the Year Mitch Jackson, who publishes communications tips for everyone while also showing that he’s got lots of abilities in his chosen professional, to people like Joel Libava, The Franchise King, who covers the franchise world.

And Here’s Me Being Clear and Selling

I treat the people who subscribe to my newsletter as insiders. Today (April 4th) is the last day of a huge sale on my course, Mastering The Digital Channel. How “huge?” The list price is actually just about 800 bucks. There’s an introductory rate for anyone that drops it down to $697. But newsletter subscribers? They’ll pay only $397. But that ends today around 11PM ET.

So, if you were thinking about joining the 157 (and counting) folks who are eagerly devouring Mastering the Digital Channel, today’s your best possible day. If you get the newsletter already, you know that special insider code. If not, sign up, go through the confirmation steps, and then send me a quick email via the same address I send you the newsletter, and I’ll give you the code. Easy cheesy.

What do we cover? Stuff like what I said above, only in detail. Not sure it’s for you? Read More Here.

Cover your space? I think it’s a great idea a lot of the time (with caveats and qualifiers, of course).

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  • http://www.digitalhorticulture.com/ Andrew Hanelly

    Amen. Don’t beg the media, be the media.

    • http://chrisbrogan.com/ Chris Brogan

      Bing bing bing!

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  • http://twitter.com/mitchjackson Mitch Jackson

    Chris- Listened to 3-4 of your current podcast on Stitcher yesterday while driving to and from Los Angeles from Orange County. Sure beats listening to the same old news on the radio. Thanks for doing these. Good stuff! :-)

    • http://chrisbrogan.com/ Chris Brogan

      You’ve just inspired me even more. Wow. Thank you!

  • http://twitter.com/cision Cision NA

    This is a refreshing piece :) I’ve read articles with similar concepts and do believe in producing content (whether networking, writing, blogging, etc) that focuses on the needs of the industry you serve, instead of producing content that merely promotes your brand.

    However, the diction you used above puts a new spin on it and reinvigorated the idea in my head; thank you!

    Two more quick notes:
    - I LOLed at ‘That only goes over in social media, evidently,’
    - I look forward to your newsletter every week. Seriously, it’s my little Sunday treat and I love it!

    I don’t think I can attend your course but hope to join another one soon!

    Hope you’re well :)
    Best,
    Lisa

    • http://chrisbrogan.com/ Chris Brogan

      Any time I can make you LOL, I’m thrilled. : )

      • http://twitter.com/cision Cision NA

        At LEAST every Sunday you should be thrilled, then :)

  • http://thefranchiseking.com/about-joel-libava-the-franchise-king The Franchise King

    Thanks a lot for that nice mention, Chris!

    JL

    • http://chrisbrogan.com/ Chris Brogan

      But of course. You’re the king!

      • http://thefranchiseking.com/about-joel-libava-the-franchise-king The Franchise King

        Shhh. Don’t tell my wife.

        She thinks that SHE runs the Castle.

        JL

  • AtlasProfit

    Well Chris Brogan ! Media channel is one of best channel which I know

  • http://twitter.com/TourismCurrents Tourism Currents

    Thanks very much for the shout-out, Chris. We truly appreciate your support over the years!

    • http://chrisbrogan.com/ Chris Brogan

      The three of you rock. What can I say?

  • http://twitter.com/LedgeDancer Angela Moore

    AMEN AMEN! I cannot believe how timely this post was for me today. Get out of my head Chris! Also, I am totally enjoying “It’s Not About The Tights!”

    • http://chrisbrogan.com/ Chris Brogan

      That means the world to me. : )

  • http://twitter.com/mitchjackson Mitch Jackson

    Final thought before heading off to court… I think people should blog (write, podcast, video…) about their passion(s) and “connect” the article back to your job, occupation or profession. That keeps things fun, interesting and you’ll never run out of share. If you enjoy baseball and happen to be a lawyer, then you can write post about baseball deals, contracts, liability issues, team name/trademark issues… and never run out of material. Other peeps who share your interest will connect and then it’s off to the races.

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  • mamadesignsltd

    Hi Chris, I am playing catch up on your blog posts, being a new convert. I read this with interest as I am starting to sell my award winning baby products that I invent in the US (I am UK based) and would really like to raise my media profile in the US. Difficult to be the authority in a market that is new to me though, so I thought of blogging on parenting/baby related stuff (which is something I do on my website anyway but perhaps on a US platform). Any thoughts or tips for US profile raising from someone outside of the US would be much appreciated! Thanks in advance
    Keira O’Mara
    Mama Designs Ltd

  • http://www.sheilasguide.com/ Sheila Scarborough

    Thanks for the shout-out to Tourism Currents, Chris!