In the ever-evolving landscape of business and entrepreneurship, standing out from the crowd is crucial for achieving success and credibility. Unfortunately, many professionals often find themselves struggling with being the best-kept secret in their industry and do not understand how to overcome it. One solution is harnessing the power of a public relations strategy that can be a game-changer for high-level entrepreneurs, book authors, and professionals when media visibility shines a light on their exceptional talents.
Marianne Schwab, a former national network TV talk show producer understands this dilemma all too well. According to Marianne, “The problem with being the best-kept secret lies in the missed opportunities and untapped potential that could transform their careers and businesses if only the world knew about them. Despite holding invaluable solutions to pressing problems, they essentially remain hidden from potential clients, depriving the world of their much-needed expertise.” She has a five-point blueprint to break free from obscurity using the power of public relations.
1. Build a Robust Online Presence. In the digital age, having a robust online presence is non-negotiable for anyone seeking media exposure. From social media platforms to professional websites, experts must establish a consistent and compelling digital footprint. Sharing valuable industry insights and trends can showcase expertise and draw the attention of producers seeking knowledgeable guests.
2. Craft an Irresistible Story That Connects. Media producers are on the hunt for stories that captivate their audiences, and by presenting an authentic narrative, experts can establish an emotional connection with viewers. The first step to shedding the “best-kept secret” status is to craft an irresistible and compelling story. Marianne suggests, “It’s important that you focus on personal anecdotes and real-life examples that illustrate your journey and make the story memorable. These should be relevant and relatable stories that evoke emotions and can resonate deeply with audiences, fostering a genuine connection that goes beyond mere self-promotion. Knowing how to share your story in a way that captivates viewers and makes an imprint in their lives and is an invaluable tool that can help you break free from obscurity.”
3. Write Media Alerts that Grab Attention. Journalists and producers rarely come knocking on someone’s door for an interview and a one-size-fits-all approach does not work in the world of getting the attention of media decision makers. Crafting a winning pitch requires research to study the outlet’s previous interviews and audience demographics to tailor the pitch accordingly. Marianne Schwab recommends that, “This starts with crafting your expertise into a media hook or headline that sounds more like a tease for an upcoming TV segment than it does a boring press release headline. Once you have the hook, the one page media alert should align with that and give more details about your story without giving everything away. For example, if you’re an fashion stylist, your hook could be something like the three biggest mistakes women make when buying a bathing suit. You can list the mistakes, but the solutions are for when you get the media producer engaged. You might also share one visual example of the wrong bathing suit and pair that with the a photo of a dramatically more flattering option.”
4. Forge Relationships with Media Outlets. Building relationships is the lifeblood of public relations. The path to being discovered requires active outreach to media outlets and journalists. Marianne says, “Experts should start with local media since they’ll be more open to featuring a local business or expert and this is an excellent way to start getting visibility in your city. If you’ve never done a public relations outreach before, it can be a daunting task and you may chose to hire a publicist or agency to get started but be careful. Not all agencies will get you results so chose wisely. It breaks my heart when clients come to me after they’ve been burned and wasted budget that didn’t yield media exposure.”
5. Leverage Media Exposure. Credibility is the cornerstone of media success and leveraging features on reputable talk shows and in media outlets can bolster an expert’s reputation that instill trust in their brand or business. High-level entrepreneurs, book authors, and professionals should display media logos of where they’ve been featured on their website and social media platforms and also include videos of their past on-camera interviews. Marianne notes that, “Cultivating social proof through media appearances creates a snowball effect. As more interviews are secured, media outlets take notice, further amplifying an expert’s visibility and stature. Media coverage serves as a testament to your authority as an expert that will attract more opportunities, and even potential clients.”
By using this five-point blueprint, professionals and high level entrepreneurs can not only leave the shadows behind and break free from obscurity, but gain credibility that overpowers their competition.
Marianne Schwab has worked as a talk show producer in New York and Los Angeles and is currently the Executive Producer of CMP Media Cafe. She possesses a deep understanding of what the media looks for in expert interviews and works with professionals, high level entrepreneurs, and book authors to help them fast track their success. Through personalized media coaching and guidance, she helps clients refine their message, enhance their on-camera presence, and navigate the intricate world of media appearances. She shares broadcast public relations tips on Instagram and has created an online training that shares her insider secrets to promoting a business on TV talk shows with details for the types of experts producers love to book as guests.
