Episode 010: Jane Tabachnick
with Your Host: D’vorah Lansky
Description of Today’s Episode: My guest today is Jane Tabachnick, author of Publicity for Introverts and the creator of “Easy Author One Sheets”. In this episode you will learn ways that online speakers can tap into the media to get publicity for podcasts. Jane shows us how to get publicity from our hosts when we appear on the podcasts of others and how to get our guests to promote their appearance on our podcasts. Then, Jane explains some of the key ways a podcaster can become a media darling without incurring the cost of a publicity firm. She shares her tips for pitching to and attracting the attention of the main stream media.
|Episode 010: Jane Tabachnick: How to Gain Media Visibility for Your Podcast
|Listen in to this episode (and the entire series) over on iTunes|
About Jane: Jane Tabachnick is the author of Publicity For Introverts. She has been named one of the top 100 people online by Fast Company for her work as a digital PR strategist who teaches savvy authors and heart centered women entrepreneurs as well as introverts, how to gain visibility and instant expert status.
Jane is the creator of Easy Author One Sheets.
Main Questions Asked
- Podcasting is usually used for publicity for your products or books, how can we use publicity to draw attention to the podcast?
- What are some ways that online speakers can tap into the media to get publicity for podcasts?
- How can a podcaster become a media darling without paying a publicity firm?
- What should be featured on a “one sheet”?
- Why would a Podcaster want a “one sheet”?
- How do you to get publicity from a host when you are a guest?
- How would it differ to have guests promoting podcasts they are going to be on?
- Can you share tips for attracting main stream media pitching?
- Should publicity be an ongoing marketing effort or seasonal?
- Podcasts have amazing buzz right now do you think that would be a great angle to get on to media with?
- What are some tips for getting your media kit together?
- Where can listeners find you?
Key Lessons Learned
- Attracting main stream media attention is possible as long as you are organized and have done your research about the journalists you are pitching to.
Online Speakers Tapping Into Media for Publicity
- Find out where your audience spends most of their time.
- Reach out to folks who may not be listening to podcasts yet. You may have to educate them on the topic.
- Focus on the great content of your podcast.
- Think outside the box: relate your podcast theme to a holiday or national event.
- Get featured or mentioned on someone else’s podcast.
- Use social media to form relationships with journalists. Journalists are there self-promoting too. They are probably already in your network.
- Check out what they are commenting on or the work they are producing. Share and comment on their material to get on their radar and make your name familiar to them.
- Win/win – you give them attention and they will be more likely to give you attention.
- Zig Ziglar – “If you can help other people get what they want you will get what you want.”
- When you form these relationships, you’ll have one foot in the door because you will be getting promoted by people that are already trusted.
- Think like your audience and put out content to keep them interested.
- Trust is a huge factor. We live in a “reputation economy”, where third party credibility is key. People will be searching for credible referrals for your work.
- Main stream media attention comes with an implied endorsement.
- Showcase it!
- Main stream media attention comes with an implied endorsement.
Get Publicity from Your Host and Getting Guests to Promote Your Podcast
- Encourage your host:
- Some are more apt to give you attention, some are not.
- Provide them with recommended tweets.
- Reiterate the three main points of information you will be talking about so they can use those points in media posts.
- Make it easy for them to promote you.
- Give them a headshot and some additional graphics they can easily post on social media sites.
- Use Fiverr.com to find someone to create graphics for you if you are not graphically inclined
- You can have a template with easy to replace picture of host podcast.
- Encourage your Guests:
- Basically the same process as encouraging the host in reverse.
- Create “swipe file” with recommended tweets, facebook posts, blurb for email newsletter, something they can put in LinkedIn, and press release.
- Replace guest names, logos and podcast URL for each new guest.
Become a Main Stream Media Darling
- Make it easy to write about you or promote you by creating a “media tab”
- Make a tab on your navigation bar so it is really easy to find. Also link to it from “about” page.
- Have great, crisp, concise information easily available
- Have easy ways to get in touch with you: cellphone number, regularly used social media link, best email address, short bios, links to other information, podcast sample, book cover and sort review, and all other media publicity received.
- Media outlets like to see the attention you have received so they know you are not new to the game.
- They want to know they can contact you easily, get the information they need in a timely fashion, and get their story out.
- Create a Press Kit or “One Sheet”
- This is a sheet made in Microsoft Word or PowerPoint that you turn into a PDF and have available for download from your media page.
- Should be:
- very easy to download
- colorful and graphically orientated
- Use bullets and break up paragraphs to make the information easy to digest.
- Should have:
- a high resolution head shot
- a concise bio about you
- blurb about podcast/book
- third party credibility
- include the logos and testimonial/review of the media source
- Great contact information: cell phone, email, website, where to listen/buy book, and links to all your social profiles.
- Do not email this sheet to journalists. A lot of the time they can’t open attachments. Include an easy link to the download in the email.
- Update this Regularly!
- For examples go to: www.PodcastingSuccessSecrets.com/onesheets
Tips for Main Stream Media Pitching
- Do your homework and target your pitch.
- Spell their name correctly!
- Let them know you understand their audience and why their audience would be a great fit for your pitch.
- Talk about podcast trends and why they are becoming so popular.
- Traditional media loves tie ins to the happenings or “news jacking”. They love stories that relate to trends, holidays, and national events.
- Try to get as much media attention as possible. The more you get the easier it is to get more.
- Connect with the journalists by trying to find and connect with at least one a month.
Jane’s Takeaway Tips
- Have fun and don’t get intimidated by the media world. You are just sharing a story with someone who also loves to share stories.
- Have your media page with your “one sheet” ready to go.
- When watching the news look for trends to tie into your podcast
- Use this for media pitching but also for quality content.
- Google Alerts is a free, set it and forget it tool you can use to search the internet for any words that relate to the theme of your podcast/blog and provide you with a lists of articles pertaining to that topic.
- Use them to find trending topics
- Use them to see who is writing the articles about your theme. Follow those journalists and add them to a targeted media list.
- If you are alerted to an article about yourself, find out who wrote it, thank them and give them some social media love.
- Jane Tababchnick: http://www.janetabachnick.com
- Jane is the creator of Easy Author One Sheets.
- David Meerman Scott: http://www.davidmeermanscott.com/
- Zig Ziglar: http://www.ziglar.com/
- Eugene Schwartz on Breakthrough Advertising: http://amzn.to/1NNKoaO
- Author and Speaker One Sheets: http://www.podcastingsuccesssecrets.com/onesheets
- Fiverr.com: http://www.fiverr.com
- Google Alerts: https://www.google.com/alerts