The Importance of Being Media Ready

I had just come off my weekly Teleclass to my clients in London and it was 9.15pm at night. I was washing up the last of the dishes from the celebration of Australia Day with 15 friends in my back yard.

As I was reflecting on just how blessed I was to have friends who fill me with such joy …… when I was startled by the shrill sound of the telephone.

It was a reporter from the ABC in Brisbane apologetic about the time and date but asking for comment for tomorrows breakfast news. Someone has released a study on seachange and treechange and she wanted me to comment.

This is just a valuable example of how important it is to be media ready. The media have no shame as to how and when they will contact you and when they get you on the phone in these odd circumstances, they want your opinion NOW. This is the power of a strong WHO and WHAT and is what happens when your website its keyword rich with the topic they are looking for.

If you haven’t encountered the media yet, what I have found to be most common is that they will tell you their name and the media outlet they are from. Immediately after that they will rocket straight into what they want from you and what their story or article is about.

The big thing to remember is that reporters work to tight deadlines and are constantly stressed and time poor. The easier you can make it for them, the more chance you have of being called for other stories.

Media such as magazines or specialty interest stories have wider deadlines but radio and general news want your comments NOW.

The answer is to have general comments prepared and ready and to be clear which side of a story you are on and be very willing to add value where you can.

To deal with the NOW situation, I recommend the following, assuming you feel comfortable about the story and wish to be quoted.

1. Take control immediately and turn the tables and start asking as many questions as you can think about on the spot about the article or the story they are proposing.

2. Always keep a pad and pen by the phone and scribble down as much as you can

3. Don’t feel pressured to give an immediate response, buy yourself some time by simply asking them to phone you back.

4. Go immediately to your office space or a quiet space

5. No matter what is going on in your life, focus into the NOW moment

6. Quickly decide one or two points you want to get across that relate to the story.

7. When the reporter phones back, be clear and concise with your answers, keeping your comments as relevant as you can to the topic

8. Try to add value to their story and if possible try to give an opposing point of view or a different take on the story

9. Then shamelessly self promote your media inclusion to anyone who will listen!!!

The media are simply looking for content and if you can quickly get to the point they will love you.

BUT be warned - the media can make or break you and you have to be prepared and willing to accept the consequences if they do a bad story. I had an instance where I got a small inclusion in a story about the dark side of seachange and a reader took exception to my circumstances and wrote a damming letter to the editor which got printed the following week. It was so bad my friends encouraged me not to read it and to this day I haven’t but the story itself got me a lot of recognition I could never have achieved on my own.

So tread with caution but also know free pr and free media is one of the quickest ways to get recognition and your name out to many for free.

So you will hear me on the ABC in Brisbane tomorrow commenting on recent research that says Treechangers and Seachangers are changing their behaviors because the nature of some popular destinations like Byron Bay have become over populated. I quickly chose to take the stance that people moving to a new place will always seek things that are known to them and will still seek places like Byron or Daylesford because we have culture such as cafes and restaurants that will help them acclimatize. There were a thousand takes on the story but that was the one I chose after a long busy day.

The golden rule of media from my rock and roll days was: any news is good news and it generally is, so get yourself media ready and get that message out to the world.

Then afterwards you self promote and ensure you are even more ready for the next call.