How to get yourself media-fit for 2019.

If you’ve set yourself some media goals for 2019, it’s important that you have a plan in place to achieve them. Making a mark in the media rarely happens by accident – mostly it’s the result of a plan and defined strategy, combined with a dash of creativity.

We’ve put together a simple checklist to help get yourself media-fit for the new year.

1. Define your goals but be realistic. First, consider your motivation for wanting to be in the media. Are you looking to create brand awareness for yourself or your business or are you looking to build authority by being quoted in industry publications or by being in the media your target market consumes? Having some clearly defined goals combined with a hitlist of media platforms and/or outlets to target is the first step in in getting yourself media fit. Make sure your media goals are realistic. Everyone would like a regular segment on The Project or to have a regular column in The AFR, but those media gigs are not achieved overnight and in most cases they will take many years to achieve. My advice would be to initially take every media opportunity that presents itself and create a foundation you can build upon as you gain experience.
2. Devote some time every week to create some content which could suit your media strategy. This might consist of writing a blog or short article for your website, social media platforms or Linkedin page. When writing, be conscious to either give an opinion on an issue or to offer some advice on how to fix a problem. Get into the habit of writing with a target audience in mind, this will make your content much more appealing when pitching to media. Be bold, take a position and back it up with facts and research.
3. Consume your target media. One of the keys to achieving breakthrough with your target media is knowing what type of stories they’re interested in. All media platforms, electronic or otherwise, have certain criteria they will adhere to for their target audience. Often the stories will follow a formula and once you’re able to recognise the elements of their formula, it becomes easier to tailor your stories to suit. Make sure you’re across the type of stories your target media publishes. This means watching the TV show you want to appear on, reading the newspapers or online platforms that suit your expertise and listening to the radio stations which your target audience consumes. Follow your target journalists, presenters and programs’ social media accounts. What they post online will give you an insight into their interests.
4. Being across the latest trends, research and breaking news in your area of expertise is vital if you’re wanting to make a mark in the media. Make sure you subscribe to industry newsletters or are across the websites that have the most up to date news or research from your area of endeavour. Follow the political process if your industry or your target market may be impacted by any change of government or law. Similarly watch the financial markets and economy for news or trends that you could comment on. If you’re at the cutting edge of your area of expertise, you have a much better chance of driving the news agenda and getting cut-through with your target media. Set-up a Google alert so you’re constantly being prompted with news from your target area.
5. Review and upskill if necessary. If you’re already getting some media hits, it’s important to review your performances – particularly in the case of radio and television appearances. Ask someone you trust for honest feedback on your appearances. Were you comfortable, in control and well-prepared? Did you answer all questions easily or were there areas you felt could do with some improvement? If you’re not improving as quickly as you’d like or are overcome with nerves, think seriously about investing in some media training. It will take you to a whole new level.

By John Solvander, Director of Media Engagement, Media Stable.