The document provides tips for speakers and trainers to get publicity through media engagement, including: 1) Identifying suitable radio programs in Singapore and Malaysia to pitch stories and expertise, and ways to build connections with media contacts. 2) Suggestions for proposing talk show series, such as preparing questions for hosts and short/long answers, leveraging current topics, and creating surveys for new insights. 3) Tips for becoming a regular guest, including mentioning other topics of interest, recommending other guests, and following up on promises made during interviews.

1. Engage the media through creative pitches and stories 2012
Engage the media through creative pitches
and stories
How speakers and trainers can create a buzz in the media
Date : 30 July 2012
Speaker : Andrew Chow
How speakers and trainers can create buzz in the media Page 1

2. Engage the media through creative pitches and stories 2012
Synopsis: Public relations is an art every speaker must acquire for publicity
and personal branding. While the social media keeps the conversation going,
your exposure in the mass media will alleviate your status as the Authority for
your subject matters. Approaching the media is just like dating. We need
some homework, preparation and even scripts at times when we are on the
way to becoming media-savvy. Being featured on radio as frequent guest or
panellist allows us to speak to hundreds of thousands. Focusing on your
content delivery and interacting with radio hosts in an engaging conversation
are great showcases for potential clients listening to you for the first time.
Introduction:
Media publicity is often misunderstood. It is not advertising or marketing. It
is a subset of branding which a speaker must constantly have in order to gain
a bigger mind share in the marketplace.
Media relation is both an art and a science. Knowing your basics and adding
some creativity and flair will produce an effective pitch.
Understanding what constitutes news and knowing what the media and press
want will give your company a head start in gaining publicity. Having good
publicity about your product and branding will always enhance the public
perception on their value.
There are basically two types of news.
 The Hard News, which is primarily basic facts and figure.
 The soft news is news of human interest. The press usually prefers
news that are :
Unusual | Current | Local | Abnormal | Sensation | Socially impactful
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3. Engage the media through creative pitches and stories 2012
Definition: The press likes stories. The media prefers exploring angles
Talk Outline:
 Which programs in Singapore radio are suitable for your forte?
o Singapore (938live)
 Expert view
 Ask Michelle Martin. Every Wed 7-8pm.
 Need to Know. Mon-Fri, 3-4pm
 Body and Soul.
 Motivational
 A Slice of Life. Mon-Fri, 2-3pm
 They are making a difference
 Group Interactive
 Campus Live. Alternate Friday, 9-10am
 Talk Back. Daily, 7-8pm
 Raw and Ready.
 Conversational
 Between Us. Every Monday 10-11pm
 Living Room. Mon-Fri, 10-11am
 Breakfast Club. Mon-Fri, 7.10-7.30am
 Small Talks Big Return. Mon-Fri, 7.50am
 Hot Seat.
 Business Nuggets
 Positive Business Minutes. Once a month
 ChangeMakers.
o Malaysia (BFM 89.9)
 Open For Business (10am weekdays) publicises
interesting start-ups
 Raise Your Game (11am weekdays) offers personal
development opportunities,
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4. Engage the media through creative pitches and stories 2012
 Techtalk (weekday noons) helps to demystify
technology and harness it for business owners
 The Resource Centre (1pm weekdays)
 How to get make connection with Singapore and Malaysia media
o Do your research on media/press related to your field. There
are most than 200 magazines, 20 newspapers, 6 TV channels,
20 radio stations, and dozens of online media sites in
Singapore alone. Study their target audience profile and
collect their email contacts, matching your area of interest.
o Issue press release the way you want it to be written. You
save the editor a lot of work of editing if you always write it
from media point of view.
o Start communicating with them even before you have a
story. Send them an email once in a while to commend their
interview skills, analysis and presentation. Offer yourself as
an information centre and they will find you invaluable. When
it is your time to pitch a story, they will be inclined to look
into it.
o Organise a joint event with the media. There are event
managers in the media looking for ad event where sponsors
are expected to pay a nominal amount in exchange for pre-
event publicity, special interview and post-event reporting.
 How to propose a talk-show series with the media
o Always start small with an overview in an interview. If you
are new to a program, the producer/host will need to
evaluate your air presence, eloquence and presence of mind
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5. Engage the media through creative pitches and stories 2012
in handling unexpected questions. Once they are comfortable
with you, the rest will flow along.
o Prepare questions for host with time allocation. Let’s face it,
the producers are not your subject experts, most of the time,
they would have no clue on what to ask. As a guest, you are
required to introduce your topic by giving them a list of
leading questions. These must be crafted in a way so that you
can introduce your content in a orderly manner for the
listeners.
o Prepare short and long version of your answers. Your
primary answers should be the shorter version giving the host
a chance to ask further questions. If you are not the only
guest on the show, the long version will come in handy if you
wish to showcase your deep insight on the topic. Do it
tactfully to avoid fighting for air time during the interview.
o Leverage on current hot topics and make a connection to
your forte. There is only so much you can talk about your
area of specialty. You need to be creative and find new
connections between your forte and current hot topics like
Managing Generation Y, Corporate Social Responsibility or
Internal Branding. It may evolve into a new content
altogether and you’ll have another angle.
o Create a new survey of at least 100 responses to expound
new insights. Any new insight is appealing to the media. If
you can create a survey (www.feedbackfarm.com ) to explore
new findings of something most people are interested in, that
discovery will normally get the producer’s attention.
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6. Engage the media through creative pitches and stories 2012
 Becoming a Regular Guest : How to get invited back on radio over
and over again
o Mention other topics of interest in the conversation with the
host on air.
o Remember the host’s professional interest - Recommend
other great guests to their shows
o Refer other speakers to radio hosts. Increase the pie, start
giving others a chance for publicity. It will be returned to you
in many folds.
o Make your pitch at the very end.
o After the interview, fulfil all promises made on air quickly.
o Offer to be at the studio even though phone interview is
sufficient.
 How to build rapport with the producer on air
o Enjoy the Conversation, not Conversion
 Prepare give-away to listeners.
 Continue chatting even when you are off air taking a
break.
 Be personable, not personal (mention the host name
often).
 Avoid asking the host for an endorsement or even a
testimonial.
 Arrive early to have a casual chat with the host.
 Alert the host for any potential question you wish to
avoid during the show.
o During break, interact with your fan on social media like
Facebook, Twitter
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7. Engage the media through creative pitches and stories 2012
 Invite questions.
 Talk about the comments.
 Give positive feedback to the host.
 How to leverage on post-media interviews for marketing
o Share it on social media
 Slideshare : Powerpoint (www.slideshare.net)
 Podcast : Radio (www.podomatic.com)
 Youtube : TV (use animoto to create video from
pictures)
 Blog : transcript of interview
o Spin it back to Mass Media
 Send format to other mass media for new pitches.
 From radio to TV
 From TV to article
 From article to radio
 Model the format and record your own version
 Using your radio interview as a road map,
improve on your interview in the remake
Preparing for television interview
 Dress code
o Do not wear bright white, weather map blue, or chrome
key blue.
o When you are booked for a studio appearance, find out
the colour of the set and dress so you don't blend in.
o Do not wear contrasting patterns. Wear bold, fashionable
ties, but not ones that distract.
o Do not wear any shiny fabrics or anything that glares.
o Do not wear bracelets. Women should wear pearls
instead of shiny necklaces.
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8. Engage the media through creative pitches and stories 2012
 Gestures and body movement
o Use gestures economically to make points.
o Too much body movement is distracting.
o Every movement is body language and some of it is not
good.
o Leave your body open and quiet. Both men and women
should cross their legs when seated.
 Posture
o Be in a "state of readiness." Don't slump shoulders or
lean back. Keep your torso erect.
o Request pillows to help you sit erect if necessary.
o Men should unbutton their jackets when seated and
remove their tie clip and pens from their shirt pocket.
 Eye contact
o Don't wear glasses if you can help it. If you have to wear
glasses, get non-glare lens or learn how to hold your head
when you wear your glasses.
o Energy comes from your eyes, so be careful with eye
movement. It's usually best not to move your eyes. You
will need long stretches of eye contact. Only look at the
person who is interviewing you. Hold your eye contact
there after you finish a statement.
 Tone of voice
o Use the right volume to make points and create variety.
o Avoid an accent in most cases.
o Listen to yourself before you go on.
o Slow your speaking rate and enunciate carefully.
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