Latest / Success Story with Scott Clary / Lessons - Why You’re Not Getting Media Coverage | Cheryl Hunter - Best-selling Author and Resilience Expert

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Lessons - Why You’re Not Getting Media Coverage | Cheryl Hunter - Best-selling Author and Resilience Expert · Success Story with Scott Clary

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  Scott for thousand dollars off in this lessons episode discover how to transition from social media
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  success to traditional media impact learn the importance of media training connecting with gate
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  keepers and refining your message to resonate with new audiences while evolving and optimizing your
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  content
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  is there is there a big difference if you're going to you know media train somebody for
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  prime time news or talk show what is the biggest difference who somebody is heavily involved in
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  social who's built an audience or a brand between all traditional media or whatever you want to
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  call it and youtube and reels at like what's the thing that they are going to miss because there's
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  going to be somebody who's listening to this who has built an audience on youtube and they're like
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  I have like two million subs I think I media trained enough they're probably missing something I
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  know for sure they are because I know people that also just do traditional media and there are
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  nuances what's the difference your audience that you've built has a particular way they like to
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  consume content there's a particular kind of value you provide for them you give them tangible
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  takeaways and whatever way you do the media source that also has millions of followers or not
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  subscribers perhaps but how when they do it they have an audience that consumes content in a
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  different way they want takeaways in a distinct fashion you can still impact that audience positively
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  but you have to first put your ear to the ground and find out how does their audience consume
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  content what do they leave with what kind of segments do they get the most bang for their buck on
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  and that they continue to repeat and how can I approximate what I do in that format and presented
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  in such a way that the media platform is oh this is a no brainer because I have relationships with
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  I don't know 50 or more 45 50 gatekeepers that that different media platforms and they say
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  something similar each time which is every time I put someone's name in the hat or pitch them up
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  the food chain at work my job is on the line it may sound counter intuitive one of our producers
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  on our team has been producing network television for 30 years how could hard job be on the line
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  she's had been in the DGA and the PGA and the blah blah blah blah
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  every time if someone goes in and screws up they're like barra never again she can't afford to have
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  that happen nobody can't so you got to make the decision for the gatekeeper such a no brainer by
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  removing all the barriers to entry for them so that they have no fear of pitching you no fear of
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  throwing your name in the hat and once you've done that you've let them know what's in it for them
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  the gatekeeper personally what's in it for the media source what's in it for their audience
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  what all of those things once you make that crystal clear and do it in a concise way that's a
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  soundfited that when they get 500 emails a day they're going to go yes you've done it for me
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  that right there can help remove those barriers to entry and if you've got two million subscribers
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  by all means say so because it's not their decision way easier and removes the barrier to entry
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  but for people that aren't already famous is there a right time when they should start approaching
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  traditional media is it when you're raising a funding round is it you want to build more of an
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  audience a brand is it after you've accomplished something is there like a sweet spotter is it
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  everyone subjective it's so there's what is that old proverb the best time to plant a tree was
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  20 years ago yes so often clients come to us and they're like yeah I launched a book I've got a
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  brand new book and boy I think I shouldn't I don't know if I should do it now or later and we're
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  like when did your book come out four months ago wait that's just so late that it's like
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  Sissif is trying to push that boulder up the hill and having it roll back down every day no you
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  want to build renowned before you launch anything so you're not launching into a vacuum you want
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  to substantiate that you're the expert in your field long before you ask for funding or what
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  happy it's there's two different kind of lanes that we go in within you know yes we do
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  bespoke PR but mostly what people want is to learn how to become their own publicist for the life
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  of their brand and we help them do that and for those people you want to start building
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  relationships with the right gatekeepers at the right major media sources for you
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  yesterday 20 years ago so that by the time your book comes out well you've got an opening or
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  a launch or something you've got such a relationship with them so you're no longer pit position
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  to somebody who's like please it's major me how could you use me to know you're a peer or even
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  a resource when you're positioned as a resource with this gatekeeper all bets are off those people
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  appear on media all the time and you see them like you you see them repeatedly you see them all
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  the time whenever there's a segment not that's when the gatekeeper reaches out to those people but
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  they've had the relationship for X amount of years ahead or or weeks or months it's look
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  it's no longer the media I you know I talked about how it's no longer the business days of
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  old where you hung up a shingle put it up on Main Street we're now open Saturdays and people
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  wouldn't run to you excuse me mean it's not to say many more either it used to be back in the days of
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  Walter Cronkider and word or Murrow they had one hour of news to fill a night
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  that's it they had a team of people working around the clock to fill an hour now they got 24 hours
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  and your boss is on your back day and night what are you good and what do you got for me I need
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  something good need this one's got to hit we got sweeps coming up no producer can come up with
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  that much content on their own so if you've got a message and you've got expertise and you can
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  serve their audience you need to get out there to them and have a relationship with them because
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  they need you as much as you want them and if you can leverage that that 24 hour news cycle to
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  your advantage by creating things that they want to feature they will be reaching out to you all
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  the time I've got clients like that right now anytime there's something political anytime there's
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  national national security I've got this client Jean Miranda every time there's something
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  happening some drone strikes some this some action some some that's the go to they have to call him
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  when you say when you say the problem isn't the mess the problem is the messenger not the message
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  what does that mean because then again these are all these are all ideas that with no context that
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  counter their counter their counter to what we just spoke about it's that that kind of bravado like
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  yeah yeah I did toastmasters or I yeah I've been a I've found in three companies I don't need the
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  ego it's it's the ego okay mean that right it's I'm gonna just I know they said not to talk
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  about my business but I'm gonna talk about my business talking about what you're there to talk
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  about and weaving through your business story such that people will beat a path to your door
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  but it's it's the arrogance of thinking it'll be different with you because after all you're
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  special you know what it is I think that social media removed gay keepers from creating audiences
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  so you can build an audience but a lot of people don't monetize their audience the way they
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  should they don't leverage the audience the way they should and they probably don't have a lot of
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  people telling them that they suck that they I'm saying yeah you get a lot of trolls in the comments
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  of people actually saying that your messaging is not good you should do this that or the other
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  or if your messaging is really bad you're just not getting accepted but if you press your test
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  yourself against media gay keepers that they need your message to hit and drive ratings at a massive
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  scale that you probably day one will never have access to on a youtuber what TikTok or whatever like
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  this isn't actually a really good way to see if your message hits home because now it's no longer
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  you just putting your content and you building an audience with an algorithm that may or may not
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  serve you it's putting your content that there's there's professionals that gay keep and will tell you
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  if you suck which is actually very useful feedback for a creator if you're like a prolific creator or
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  if you're just starting out but I'm just thinking through this now I don't do traditional media I do
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  podcasts unless you tell me that it sucks like I guess downloads whatever but maybe it could be
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  50% better if I you know buttoned up my media training went to try and talk about
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  entrepreneurship business whatever try and get on squawk box or something like that nobody's
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  listening to me I'm like oh shit I better figure out what I stand for the story that I want to
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  tell and then maybe I carry that into my actual content I don't know I'm just thinking
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  yeah and ball or die right it really it's such a smart idea like in one regard you don't have to
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  and at the same time for each of us if we don't evolve if we don't iterate and optimize and test
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  and continue to push outside of our comfort zone somebody else will thanks for tuning in if you
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  found this valuable don't forget to hit that subscribe button so you never miss an episode and if
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  you want to dive deeper into this conversation check out the links in the description to watch the
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  full episode see you in the next one