Media coverage can be a valuable tool for entrepreneurs and CEOs looking to boost their credibility and influence. Whether you’re just starting out or looking to stay ahead of the competition, being featured in the media can help increase visibility and establish yourself as a thought leader in your industry.
According to Ryan Croy, founder of Los Angeles-based Public Haus Agency, “I’ve observed firsthand the impact that consistent media presence can have on the recognition and success of young entrepreneurs. On the other hand, I’ve also seen established founders fall behind newer competitors who had taken advantage of media opportunities to increase their visibility.”
Regardless of where you are in your entrepreneurial journey, now is the ideal time to take action and establish yourself as a respected thought leader in your industry.
Here are Croy’s media-generating tips for entrepreneurs and CEOs to help take their credibility and influence to the next level:
- Begin by creating a clear and distinct message and perspective.
Journalists are always searching for new and unique perspectives. Develop a message that differentiates you from your competitors, or even goes against the conventional wisdom of other CEOs in your field, and present it in an interesting and compelling way that captures attention. Start with communicating this message through your owned media channels, like LinkedIn or YouTube, to begin building up an arsenal of content in the event a journalist is interested in interviewing, but would first like to do some background research on your message and POV.
- Next, research and identify journalists in your industry who cover topics relevant to your business.
If you’re not already keeping track of the media outlets that report on your industry, it’s time to start. A simple search on Google News using keywords related to your industry or competitors will yield a list of results from top media outlets. Identify the journalists you want to target and make a habit of reading their content regularly. Keep an eye out for opportunities to initiate a conversation and be ready to reach out when the time is right.
- Thirdly, make sure your message stands out when reaching out to journalists.
Once you’ve identified the journalists you want to contact and have their email, start by building a connection with a friendly introduction. Mention a recent article they wrote to show that you’re familiar with their work and then get straight to the point, highlighting the key aspects of your unique perspective or business that sets you apart. The goal is to establish a connection and catch the attention of the media outlets. These initial communications often pave the way for potential future coverage and commentary opportunities.
- Begin your media efforts by building credibility with smaller outlets before targeting larger ones.
Being featured in well-known publications such as Forbes or Entrepreneur can greatly increase recognition for CEOs with limited media coverage. However, if you have not been featured in the media before, it may be challenging to secure coverage in these larger outlets right away. A good strategy is to start small, by targeting digital media outlets, blogs and podcasts that are looking for content and contributors. This will allow you to gain momentum, become comfortable with interviews, refine your message, and increase your confidence as an expert in your field. Each media opportunity, big or small, serves as a credibility trigger that can be leveraged for larger opportunities and wider audiences.
- Lastly, don’t forget to spread the word about your media coverage.
One of the common mistakes entrepreneurs make is not promoting or advancing their media coverage through other channels. Once you’ve secured coverage in a publication, blog, podcast, or any other media outlet, make sure to share it with your network through social media, especially LinkedIn; add it to your company’s website; include it in email marketing campaigns; and even add key placements as links in your email signature line. This ensures that your colleagues, peers, and investors are aware of your coverage and it helps to amplify the impact.
“Maximizing media coverage is an essential way to establish credibility and gain influence,” adds Croy. “Once you have the media’s attention, it is crucial to have a plan in place to effectively share it with your audience.”
Learn more by reaching Public Haus directly at www.publichausagency.com
