Landing media interviews can be a daunting, perhaps even seemingly impossible task to the casual academic observer. But I’ve been using a 5-step system to land local, national, and international media interviews (TV, radio, and podcasts) for over ten years. If you’re looking to land media interviews on a consistent and reliable basis, gain academic brand visibility, and grow your audience, here is an easy and FREE outline of 5 proven steps!
TENURED PROFESSORS CAN GET A PERSONALIZED MEDIA PLACEMENT STRATEGY HERE
Step 1: Identify the Outlet(s)
The first step in landing a media interview is identifying an appropriate platform for you and your work. You should start by identifying 3 to 5 local shows that you want to interview with. NPR, ABC, and other local platforms such as radio stations and podcasts are great starting points. The more local the show, the easier it will be to form a connection that will lead to an interview. If you have previous media exposure and a broader reach, you should identify national shows and platforms that precisely align with your area of expertise. It will be harder to land an interview with a national show or platform due to their large audience base, so it would be beneficial to identify as many appropriate outlets based on your current presence/ brand as you can.
TENURED PROFESSORS CAN LEARN HOW TO CREATE AN ACADEMIC BRAND AND LAND MEDIA PLACEMENTS HERE
Step 2: Identify the Host and/or Producer
After you have been able to identify an appropriate number of local or national shows to land an interview with, you want to identify the respective host and/or producer and locate their contact information. It is easier to connect with local platforms because they have a more niche audience, and their contact information is easier to find when compared to a national platform. The contact information, such as an email address, for local shows and news affiliates is often readily available online. However, the best place to start identifying the host and/or producer is with social media. The purpose of social media is to connect people, and these individuals will be using the same platforms that you do. As you begin to identify the appropriate individuals for your target platforms, be sure to exercise caution if any indirect types of contact present themselves. Types of indirect contact can be standardized outreach forms or submission boxes. While they are an easy way to begin a connection, these types of indirect contact are rarely- if ever- utilized and will likely lead to you receiving no response.
TENURED PROFESSORS CAN LEARN HOW TO SUCCESFFULY PITCH TO MEDIA OUTLETS HERE
Step 3: Engage with the Host and/or Producer
Since the host and/or producer of the show or platform you are targeting is on social media, it is crucial that you follow them and engage with the content that they share. Social media allows individuals to exemplify what they care about and what they focus on at a given moment in time. By engaging with the respective host and/or producer over social media, you demonstrate that you share their basic interests. Additionally, you continually work towards making them aware of your presence. Both of these things are vital components to landing a media interview.
The best way to engage with content on social media is by sharing it and adding your own commentary. While liking content is a way of showing agreement, expanding on content with unique commentary expresses that you can bring a new and exciting perspective to the table and, therefore, would be a stellar individual to interview. With that, don’t expect to quickly like, comment, and share your way to a connection or interview. Social media platforms are massive, and it may be months before you receive outreach such as a response or a mutual follow. However, continually engaging on social media will allow a host and/or producer to notice you, as will many other followers engaging with similar content.
LEARN HOW ACADEMICS CAN USE TWITTER TO LAND MEDIA PLACEMENTS
Step 4: Make Direct Contact
The effort you put into engaging with the respective host and/or producer will pay off by establishing a connection. This connection could be in the form of a request for an interview or simply a mutual follow on the social media platform you have been utilizing. Regardless of the type of connection, it is essential that when contacting the host and/or producer you are direct yet appropriate. Outreach that comes too quickly or occurs too frequently can be irksome and may have an adverse impact on landing a media interview. You should minimize luck and maximize strategy, do not pitch an interview only to gain media attention. Instead, make your pitch when the opportunity arises for you to exercise your expertise and to speak on a topic you can relate to.
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When it comes to making your pitch, it should be guided by three things: relevance, timeliness, and significance. You must paint a picture for the host and/or producer that informs them why you are a relevant figure to have on their platform and why what you have to say is significant at a given point in time. A host and/or producer will not try to decipher why they should interview you if you do not make it clear. Therefore, being direct in your outreach and demonstrating relevance, timeliness, and significance will assist you in landing a media interview.
Step 5: Attach an EPK
If you are contacting an individual with no prior connection, you must attach an electronic press kit (EPK). An EPK represents you, your brand, and your academic identity, and providing one will help establish your credibility as a professional. An EPK should include who you are and your expertise, a headshot, relevant media experience and achievements, and contact information and links to your social media platforms. If you contact an individual you have previously been connected to, attaching an EPK is unnecessary.
LEARN HOW TO CREATE AN ACADEMIC EPK AND MAXIMIZE YOUR MEDIA PRESENCE
Pro-Tip
DON’T GIVE UP: Too many people stop when they don’t immediately hear back. And while not giving up is easier said than done, perseverance is key to successfully landing a media interview.
Want to know what to do after you make your pitch? How long should you wait? For more specifics and coaching: WORK WITH ME
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