How To Win Journalists/Podcasters and Influence Their Audiences

There are two kinds of relationships you need to build with the media: individual relationships with media people and general relationships with media outlets- newspapers, TV, radio stations, podcasts, magazines, and internet-based publications.

Just like any other people, the media people (reporters, editors, editorial writers, bloggers, podcasters) respond to the same things as you do. They are drawn to like-minded people, who are interested in them and their families, who like them for who they are and are not just interested in what they can provide instead.

Here are five tips that I believe can help you to win them over.

Make Personal Contact

The first step towards knowing someone is to make personal contact. If you want people to know more about you and your brand of products/ services, many times you need to make the first move. The best way will be through an introduction or referral to a particular person by a mutual friend or acquaintance. However, if that is not possible, what you need to do is to search for the name of the reporter or podcaster who writes or broadcast about the issues related to your niche.

It will be great if you know the name of the reporter when you are asking for them because if you ask for 'the entrepreneur podcaster' or "the business reporter", it will tell 2 things about you:

1)?You are cold calling and to them, you are someone who is calling without any connection to him/her or the media outlet, hoping to get something out of them.

2) You haven't bothered to do any research to find out who the entrepreneur podcaster or the business reporter is which will definitely lower your chances of getting featured. Can you imagine sending a formal letter without bothering to check the spelling of the addressee or the correct address you're sending it to?

According to singer and songwriter, Matthew Phillips, if you really want to work with influencers, you shouldn't just take a set of templates (a large chunk of words), modify the names, and send it to them straight away.

He also stated that on a daily basis, his booking agent gets companies to put his Booking email in their email lists. It's the absolute worst reach-out strategy! He then shared: "It's truly sad. Just shooting a blanket statement to my management will get you nowhere!?Same thing in my DMs. What everyone should do is take the time to get to know the person through the content they've created. Read their captions. Do your homework! Then do what Gary Vaynerchuck has instructed. Reach out and ask how you can help them. Bring them value. Don't ask for anything in return. Be genuine. Be patient. We get a lot of solicitations. Don’t be another one".

Relationships Are Key

Fostering and growing these friendships are really important for you and your clients. Many times, people always think that money can solve everything - even with press media or any form of media publicity. Well, yes you can unless you are filthy rich and you are ready to spend. However, many of them forget about the other value that money can't buy and that is genuine relationships. This is something that bloggers, influencers, journalists, podcasters, and every other human being on Earth treasure the most.

So, how can you build relationships with them? The answer is simple. Treat them the same way you make friends with other people. By being friendly and providing value with no expectation of return. I'm sure that's how you treat your family and best friends right?

Ever since I started The Raygacy Show in 2017, I've learned so much. Not just about podcasting, but how to interview top people. Along with that, I've also learned how to create authentic and meaningful relationships with the people that I look up to.

As famously said by Rasheed Ogunlaru: “Be genuinely interested in everyone you meet and everyone you meet will be genuinely interested in you”.

This is what I realized along the way of meeting people like Gary Vaynerchuk , Grant Cardone , Paul Getter , and many amazing individuals.

What many would have forgotten is that they are humans too. We are all the same just that probably we are different in color, height, beliefs and etc.

However, society has taught us how to barter trade. Just like how we have to pay first before we get to speak or work with someone. Nothing wrong with that but I believe if you want to develop a strong foundation with them, you got to do this in another way.

Many people have asked me this: "Rayson, how can I reach out to my idols?" My answer will remain the same. Oh, and did I say it's going to be complicated? Not at all.

Do you remember how we made friends during Kindergarten? We didn't give one another a toy or money in order to be friends right?

The same goes for these people. Connect with them through social media or email or even face-to-face. You don't have to pay them to connect with them. Don't use money, memberships, products & services to win them. That's manipulative.

In fact, I would rather you be curious, interested in them and their lives, and be authentic. That's where you win friends and influence people positively. Keep the conversations real and positive. See how you can add value to one another. I'm pretty sure you'll get to your idols in no time.

One thing is for sure: relationships take time to grow. It is not built in an instant. You don't have to become their best friend in order to get media features. You have to establish yourself as someone that can be trusted to know what you are talking about. If you do not know what you are talking about or you are not coherent with what you are saying, then all the more this will turn their attention away from you.

Research Well

Before you can get the media to 'work' for you, you need to get to know what the journalists or interviewers want. Prior to pitching your story, do some research on the publication that he or she works for and find out the key topics that are covered there.

If he or she has their own podcast, listen to it. Listen to the type of questions that they will be asking during the show. This not only helps you to learn the type of content journalists/podcasters are looking for, but it also allows you to craft your story in a way that is relevant to them and their audience.?Once a journalist realizes that you have put in the time to research them, they will tend to be more open to hearing your pitch.

Here's an example, if the podcast's theme is about business and entrepreneurship, then go all in with the theme. Do not talk about anything else except for Business and Entrepreneurship, unless the things that you are going to story tell have links to the theme.

If you do not go with the theme, guess what, it will not only make you look or sound awkward in the media, but it will also bring your value down. If you do not understand what the question means, you can ask them to elaborate for you. There's no harm in doing that.

Hang Out Where They Hang Out

Conferences and events can be the best places for you to make that all-important first face-to-face contact with them. As the saying goes, the first impression is always the most important thing when you meet somebody new, hence, don't immediately talk about how you or your organization want to be featured on their covers or articles. Journalists are human too. Instead, socialize with them a little and get to know more about them before you invite them to meet you and your organization.

Remember, they are always busy with their work and your invitation has to be worthwhile for them too. They will only accept your invitation if you have something interesting to offer them that they couldn't receive over the phone or email, such as seeing your work in action or the chance to meet a VIP.

Go That Extra Mile

Once you've spent time talking to a journalist/podcaster during networking events or via emails, take that extra step out of your comfort zone by asking them out for a face-to-face meet-up. It could be done through lunch or dinner or supper. It depends on both of your schedules and what's comfortable for you two. Meeting a journalist or podcaster outside provides you the chance to strengthen the friendship and learn more about each other personally while also giving you a chance to unwind away from your office or job setting.

You can also follow them on Instagram//Facebook/LinkedIn/TikTok and share thoughtful comments on whatever they have written or shared on these social media platforms. You can join in the conversation or provide them with answers to questions that they may have raised. When you provide them with what they want, when they want it, it can turn into many more if the?media finds that you are responsive, valuable, and comfortable with handling an interview.

Special thanks to singer and song-writer, Matthew Phillips for his contribution- MatthewPhillipsmusic.com