| Build Celebrity Status & Get the Medias Seal | | | | you spot a national article that you can |
| of Approval You Can Become A Top Expert In | | | | expand upon or offer commentary on, you will |
| Demand! Get NEW Clients! | | | | want to contact the media using your contact |
| | | | database. Then send your talking points, |
| 1. Make a list of all of the topics you can | | | | bio, phone numbers, and of course, mention |
| discuss along with sub-categories. For | | | | the article or breaking news event to which |
| example, a Workplace Expert would compile a | | | | you are pegging your pitch. |
| topic list that included how to deal with | | | | |
| gossip in the workplace, the dos and donts of | | | | 7. Keep your eye on the news. Anytime there |
| asking for a raise, workplace etiquette, tips | | | | is breaking news that you can comment on |
| for traveling with the boss, harassment, | | | | contact your media database immediately and |
| climbing the corporate ladder, handling | | | | stand by for their call. If you are |
| burn-out . . . | | | | immediately available for an interview or |
| | | | willing to drop everything and head to a |
| 2. Create five talking points for each of | | | | local TV affiliate for a segment, let them |
| the topics you list in #1. Talking points | | | | know this and include your closest major |
| are statements in sentence format that | | | | city. |
| present a concept or commentary. Example of | | | | |
| talking points on the topic of tips for | | | | 8. Watch your target shows and subscribe to |
| traveling with the boss are: Do not drink | | | | your target print media to learn the types of |
| alcohol and if you do, never become | | | | experts they have on the show or use in the |
| intoxicated or Being on the road with the | | | | article. You should also familiarize |
| boss is not a time to ask for a raise. Under | | | | yourself with the interviewers style or the |
| each talking point create several lines of | | | | journalists work in your area. You always |
| discussion or commentary. | | | | want to be pitching next level ideas, not |
| | | | something they just covered. |
| 3. Create a well-developed BIO that stacks | | | | |
| your most impressive accomplishments from the | | | | 9. Invest in media training. The media |
| top down. The media will read just enough to | | | | loves a well prepared and media trained guest |
| convince them that you are their perfect | | | | who knows how to convey information on the |
| expert. Lead with your credentials and | | | | exact topic quickly and accurately (with no |
| education, special areas of expertise, and | | | | ummms). You will get one chance to be |
| follow with accomplishments or companies you | | | | fabulous! If you are a great expert that the |
| have worked for and any impressive media you | | | | media can count on to do a great job, you |
| have obtained. If you need help with your | | | | will be asked back. Ask your media trainer |
| BIO contact 4. Develop your contact database | | | | to train you on your talking points. |
| in advance. Buy an online database service | | | | Contact Tony Trupiano at 313.730.0899 ( and |
| such as Bacons Directories. | | | | he can run you through your talking points. |
| | | | |
| 5. Make contact with your media targets in | | | | 10. Tape yourself! These VHS tapes are very |
| advance to let them know you are standing by | | | | important in your marketing strategy and most |
| for them the next time they need a Workplace | | | | shows do not offer a tape service. You can |
| Expert. Send your areas of expertise as | | | | bring a blank tape with you to the studio and |
| identified in #1, your BIO and your complete | | | | ask the producer to pop it in for you but you |
| contact information including home and cell | | | | cannot count on this. Ask several friends |
| phone. When the media moves, they move FAST! | | | | and family to tape the segment for you so you |
| If they cannot find you quickly, they will | | | | can pick the best quality copy. You can |
| call someone else and you will lose your | | | | order a professional copy from Video |
| credibility. | | | | Monitoring Service and I recommend that you |
| | | | invest in a professional tape. Call them |
| 6. Become well-read. Look for articles in | | | | immediately, as they only have the |
| major national newspapers and magazines that | | | | programming available for a short period to |
| tie into your area of expertise. TV shows | | | | time. |
| get ideas for programming everywhere. Once | | | | |