Christo: Hi there and welcome back!

In this video tip, I want to share our approach to getting free media. So how do we get stories in the newspaper? How do we go on TV and the radio and all these things?

Typically, where most people go wrong when it comes to submitting a story to try and get published in a, say a local newspaper or something, they talk about their own business too much. So what will happen if you are approaching a newspaper and say, “hey, here‘s a great story. We‘ve got a unique product or a very amazing product or we‘re doing things different to other people in our industry.” They will typically say, good, that‘s great. Go and talk to the advertising department. You can pay them for an ad if you want to talk about your business.

So when you‘re approaching media to get free stories, you‘ve got to approach them with, basically, the story angle is the most important thing. So you‘re just giving them the idea for the story that they can run with.

So sometimes stories, the story angle is often going to be about people, so it‘s not so much about the business. But it‘s about people are getting together in this experience. In a case study, it could be one of your customers who is going from this to this. It could be news, a news angle like the latest news when it comes to what people are doing. It could be a myth busting kind of story. But it‘s the stories, it‘s not about the business. The business is kind of like a by-product of the story that happens and you, yourself, you insert yourself into the story by quoting yourself. It might be, hey, you know, Christo‘s opinion from XYZ or Basic Bananas says, and you actually write your own quotes into the kind of press release that you send to the media.

If it‘s an industry-specific story that you are trying to get published, you can do how-to‘s as well. It can really work well for how-to articles. So you might be writing for a health magazine, for example, if you are in the health industry. You can do five steps to XYZ, you know some sort of results. So how-to‘s work well for industry specific. Otherwise, it‘s always about the human angle and the human stories. So taking that approach, crafting the stories around the people and then you submit it to the news and you‘re just like the by-product of the story and make sure you are putting that when you send them the information and that you can be contacted for further information or to interview you as an expert that‘s kind of overseeing what‘s happening in the story.

So here‘s a good little tip for you to take away just to make sure if you‘re going for media, it‘s about human stories, human elements, human aspects and not about the business. So you have to flip it over to be more that way.

Cool. Until next time! Take care. If you‘d like to share this video or any of your thoughts or insights around media, of course, feel free to comment. Any of your comments anywhere on social media, we always look after and we‘ll get back to you. So feel free to post away. Otherwise, keep creating ripple effects of awesomeness and we‘ll see you on the next video. Bye for now.