Six Steps For Getting National Media Coverage

Getting national media coverage in top print, broadcast or online media can boost your business in ways it is hard to imagine.

A single placement in a glossy national magazine is worth tens of thousands of dollars, sometimes a lot more, and not just in the value of ad space in the publication. Getting covered by national media lends a level of credibility, prestige and buzz that money cannot buy.

At Wasabi Publicity Inc., we sent out a pitch that landed author Dr. Jill Murray on Dr. Phil’s TV show less than eight hours after she had signed up as a client. Within one week, that same pitch also got her coverage with CNN Weekend News, Issues with Jane Velez Mitchell, 20/20, syndicated radio shows, and several magazine articles. Sales rankings of Dr. Jill’s newest book But He Never Hit Me shot up to number 16 on and number 23 on Barnes & Noble within hours of her Dr. Phil appearance.

Despite the enormous value of national publicity, many business owners and entrepreneurs don’t understand how to go about attracting the media’s attention. It’s not complicated if you follow six basic steps:

Brand your message. Be crystal clear about who you are, what makes you unique and why the media should care. Assure you have a consistent message by having all your press materials ready before the press calls. A great way to do this is to get an online press kit. We created a technology called PressKit 24/7  which allows people to create press kits simply and easily without any special technical knowledge. More than 90 percent of journalists prefer to get their information from the Web. Having an online press kit is crucial to giving them the facts they need to cover you, your product, service or business.

Develop your pitch. Pretend you are in an elevator with Oprah and have 30 seconds to tell her why she should have you on her show. Your pitch should be concise, reflect your passion and stress what makes you unique. As PR professionals we have found that short pitches are often more effective for getting the media’s attention than long press releases.

Find the media: The Internet provides countless ways to research media that may be interested in you.  is a free service we created to connect media and sources. You can also research media list sites such as  Watch your favorite show and find out the producer’s name from the credits, or read your favorite newspapers and magazines to find out who covers your topic area. When you contact reporters, compliment their work to let them know you have taken the time to research.

Respond immediately. When the media calls or emails expressing interest in covering you, respond immediately. Reporters usually work on very tight deadlines, so the sources that respond fastest with the most concise and useful information are most likely to get covered.

Be prepared. Thoroughly prepare for your interview. Decide what you want to say and practice saying it in short, concise sound bites. This is where professional media coaching can be valuable, since many people have had little experience in front of cameras and microphones.

Keep it simple. Try practicing what you plan to say in front of an 8-year-old. Really! If you do this and the child can repeat back to you what you have said, you know that you’re communicating in a way that’s easy to understand.

So remember: brand your message, hone your pitch, find your media and give them what they need to make interviewing you interesting and rewarding. That brings us to a final piece of most important advice: Focus on what the reporter needs and how you can provide content that is useful to the audience, rather than hard-selling yourself or your product. Remember, you are getting great publicity for free, and pay it forward!

About the Author:
L. Drew Gerber is CEO of and creator of, a free media tool that connects journalists and the highest rated experts. Gerber’s business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies.


Posted on April 8, 2010, in How To, Publicity & Writing, Writing & Publishing. Bookmark the permalink. 9 Comments.

  1. News like this wow gold doesn't sink wow goldin gold It sort of cheap wow goldbounces around buy wow goldin your head buy cheap wow goldand all youbuy wow gold cheap can hear arewow gold cheap the echoes. Cat cheapest wow gold ever poop cat wow buy goldpoop.Miriam cheap wow gold looked atwow gold sale my face and buying wow gold did the wow power level best she could wow gold guide to keep wow gold cheap from laughing. Tears gold for wow welled up wow gold prices in her wow gold hackseyes, and she make wow gold pressed her wow power levelinglips tightly wow powerleveling together. I usually wow gold have a good cheap wow gold sense of wow gold humor. But I wow gold cheap I wasn't sure I could laugh about this.

  2. Plants pursue wow gold a never-endingwow gold quest forwow gold nourishment of wow goldthe liquid wow gold and solarcheap wow gold variety. Clearly,buy wow gold the very buy cheap wow goldessence of buy wow gold cheaplife. Butwow gold cheap what can wow gold for sale our obsession wow buy gold with plants cheap wow gold teach us wow gold saleabout our buying wow gold own personal cheap world of warcraft goldjourneys?My wow gold guideaunts, mom wow power level and grandma wow cheap gold always talk world of warcraft cheap goldabout theirworld of warcraft gold plants when buy wow goldthey getwow gold buy together. They wow gold cheap trade cuttings, buying gold for wowsmuggling themsell wow gold over state wow gold cheap lines to wow gold online propagate atcheap wow gold home. They world of warcraft golddiscuss their wow gold buying plants like gold wow children orwow gold guide pets. They wow gold cheap share tips. gold for wow Compare rogress.We wow gold pricesturn plants wow gold hacks into sentimental make wow gold objects as we do with books and art

  3. air jordan 2009Buy Nike boot air jordan 2air jordan 2010 release datesBuy air jordan dube zero air jordan 2010air jordan 2011

  4. Efox-shop have a black thumb too! I love the Chez Panisse series – fruit, veg and The Art of Simple Food.dual sim handyp3hubDouble Sim Téléphone

  5. Thanks for publishing this article. You helped me to open up my eyes. Thanks for publishing and I'm looking forward to your new posts.John F. from VpsWebServer.Visit us and learn all about vps hosting.

  6. Cheap moncler jackets U – [url=]Moncler Vest[/url] L – [Link=]discount moncler jackets[/Link] LA – moncler clothing LU – [url=""%5Dbelstaff jacekts[/url] S – [belstaff jackets outlet-> sale on line.

  7. Ugg Outlet Sandals combines with fashion and comfortable Womens Ugg Boots symbolic design. Our online shop offers high-quality Discount Uggs Boots. these sandals are made with wool and sheep. When you wear it will feel very comfortable and cool, if you are looking for a stylish UGG sandals, then it is your best choice our online store offers a variety sandals, UGG Amelie Sandals, UGG Fluff Flip Flop Sandals, Cheap Uggs Boots On Sale Free Shipping, UGG Halendi Sandals and UGG Morocco Sandals.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: