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Attract High Value Publicity - Be Seen on TV, Radio, Podcasts, Print & Blogs

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My media system has earned hundreds of millions of impressions for my clients on major media outlets. Imagine yourself in your ideal audience's most trusted news, radio, podcast or television... what are the possibilities for you if you were that well-known?

To schedule a strategy session with me to find out your best next steps, visit dalethomasvaughn.com/media-training

I help social entrepreneurs get seen and become well-known experts in their industry.
If you're tired of seeing someone else with less expertise in your field get all the media attention, I am going to teach you the secrets to build your profile, pitch your story, and create a campaign to become the go-to expert in your field.

I'm a big believer in teaching people how to fish, rather than simply catching fish and selling them to you (which is what publicists do). Most small companies and nonprofits can't afford and frankly don't need a publicist or PR firm - they just need the tools and the confidence to try to book themselves. That's what I love to do for entrepreneurs and nonprofit leaders. Take the skills in-house and you'll have the ability to get media attention forever going forward.

by Dale Thomas Vaughn

Published in: Business

Attract High Value Publicity - Be Seen on TV, Radio, Podcasts, Print & Blogs

  1. 1. YOU’RE IN THE RIGHT PLACE IF… ‣ YOU’RE FRUSTRATED BY SEEING LESS QUALIFIED PEOPLE GET MORE NAME/BRAND RECOGNITION ‣ YOU’RE A DOER WHO NEEDS PROCESSES AND SYSTEMS THAT REALLY WORK - NOT HOCUS POCUS ‣ YOU DON’T WANT TO BE FAMOUS, PER SE, YOU WANT TO BE TRUSTED IN YOUR INDUSTRY ‣ YOU ARE A LITTLE WEIRD
  2. 2. Washington Post 26 April 2016 (EST.) MONTHLY VISITS: 220M (EST.) COVERAGE VIEWS: 132K DOMAIN AUTHORITY: 96  210 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing "We have been in the media a lot over the past few days – so much that our website crashed a few times because of the surge in volume. We literally have had over 60 articles written in over 20 countries!" ~ Adam Lippin THE POWER OF PUBLICITY WHAT’S POSSIBLE?
  3. 3. WHAT’S POSSIBLE? THE POWER OF PUBLICITY This Couple Is Expecting Two Babies Because They're Both Pregnant At the Same Time Mar 20 2017 (IMAGE 1 OF 2) (est.) monthly visits: 5.96B (est.) coverage views: 1.91M domain authority: 98  160  2  1  This is a sample report created at coveragebook.com. To remove this comment & add your own in this space please upgrade to a paid plan. “So awesome - you are great at this! I'm really glad to have finally found the right person to help get us out there!” 
 - Danica Thornberry
  4. 4. ATTRACT HIGH VALUE MEDIA ATTENTION AND MULTIPLY YOUR REACH with Dale Thomas Vaughn
  5. 5. As Seen On: Previous Speaking, Clients and Programming:
  6. 6. GET TO KNOW DALE MY ROAD TO THIS ROOM 2002-6 2007 2008 2010 2013 2015 2016 Degree in PR Took student organization “Men With Integrity” to national prominence with PR skills. Comms Crash Course Built $9Bn company’s communications department from scratch. Internal, PR, Investor, Executive, CSR… Reach Millions Write and edit at the Good Men Project while creating new product model for consulting/ speaking. High Stakes Multi-million dollar multi-year consulting project with Southwest Airlines. 
 
 Writing internship for MP in UK Parliament. First SBA Foray Started Next Gent LLC. earned 500,000 impressions, but investment talks stalled and cashflow never came. Step Into Spotlight Publish books, speak everywhere, host events, seen on relevant media… promote solid products. i i i i i i i i i i Depth and Reach 1. Media, speaker, author, self- empowerment training. 2. Gender and Masculinities
  7. 7. GET TO KNOW DALE MY ROAD TO THIS ROOM 2002-6 2007 2008 2010 2013 2015 Future Degree in PR Took student organization “Men With Integrity” to national prominence with PR skills. Comms Crash Course Built $9Bn company’s communications department from scratch. Internal, PR, Investor, Executive, CSR… Reach Millions Write and edit at the Good Men Project while creating new product model for consulting/ speaking. High Stakes Multi-million dollar multi-year consulting project with Southwest Airlines. 
 
 Writing internship for MP in UK Parliament. First SBA Foray Started Next Gent LLC. earned 500,000 impressions, but investment talks stalled and cashflow never came. Step Into Spotlight Publish books, speak everywhere, host events, seen on relevant media… promote solid products. i i i i i i i i i i Depth and Reach 1. Media, speaker, author, self- empowerment training. 2. Gender and Masculinities
  8. 8. EMPOWERED ENTREPRENEUR ENGINE WHERE ARE YOU ON YOUR ENTREPRENEURIAL JOURNEY? Product Development Business Development Personal Development Why are you doing this? Your why, strengths, and personal structure. What makes you marketable? Publish your big idea book; Develop your speaking/events platform; Create consulting and/or coaching programs; Build a physical product? How do people find you? Seed your marketplace with media and live appearances.
  9. 9. 1. Media is Hard to Get 2. You have to be Perfect 3. You have to Know Someone
 4. Media isn’t free 5. Only some media really works 6. You can’t be yourself in the media Media Myths and Truths FALSE, good stories are in demand FALSE, perfect is boring TRUE & FALSE, story matters most 
 (but relationships help) FALSE, that’s called advertising TRUE, targeting your media matters FALSE, media is about personality
 The challenge is to Know Thyself
  10. 10. CONVENIENT TRUTHS HERE ARE THE FACTS: ▸ Around 3 Million blog posts written every single day (Technorati) ▸ 3.3 billion podcast downloads in 2015, and 1 in 5 Americans listen monthly (Pew) ▸ 7,000 magazines in the US, average American reads roughly 30 minutes per day (Statista) ▸ 15,000 radio stations in the US and 241.2 million people listen to radio each week (FCC) 

  11. 11. 1. Media is Hard to Get 2. You have to be Perfect 3. You have to Know Someone
 4. Media isn’t free 5. Only some media really works 6. You can’t be yourself in the media Media Myths and Truths FALSE, good stories are in demand FALSE, perfect is boring TRUE & FALSE, story matters most 
 (but relationships help) FALSE, that’s called advertising TRUE, targeting your media matters FALSE, media is about personality
 The challenge is to Know Thyself
  12. 12. YOUR NEWSWORTHY HEADLINE 1.A NEWSWORTHY HEADLINE ‣ READ YOUR CLIENT’S MIND ‣ FIND THE STORY TEMPLATE THAT MATCHES YOUR AUDIENCE ‣ SPEAK THE EDITOR’S LANGUAGE Raising expert profiles with media like:
  13. 13. Need-Based Entrepreneur Publicist Media BuyersInvestment
  14. 14. Trusted MediaAudience Trusted and Valuable Expert Trusted Business Trusted InvestmentCurators PR
  15. 15. Step 1 What do people always tell you about how you help them? 7 Target Market Avatar Age Range Main Fears, Pains, Worries Typical Thoughts, Stories, Quotes Key Demographic Data $ Location ? Social Media/ Communication Medium Avatar Name How do your people share with each other?
  16. 16. Where are your most successful possible headlines likely to appear? What are your ideal client’s favorite news sources? Write down the 3-4 news sources YOU currently read or have read recently (Look at you FB/Twitter feed if you don’t know) Local TV Morning News Radio Newspapers Magazines Podcasts BlogsWeb TV Shows Social MediaBlab/Periscope Visual Auditory Print
  17. 17. What headlines work already? Search and choose existing headlines that could fit your story. Find headlines on your likely news sources that could fit you with a slight tweak… this gives you an idea of the types of story to try. Local TV Morning News Radio Newspapers Magazines Podcasts BlogsWeb TV Shows Social MediaBlab/Periscope Visual Auditory Print
  18. 18. UNDERSTAND WHAT MAKES YOU NEWSWORTHY SPEAK THE EDITOR’S LANGUAGE
  19. 19. These are basically the 5 areas of newsworthiness… find the one(s) that fit you the best! Source: BiteSizePR Timely Timely stories are current. While the story topic doesn’t have to be “breaking news,” it should offer something new or tie into a current event in order to be considered timely. Look at the calendar… what upcoming holidays could you tag yourself onto? Significance Significance is how and whether the story affects its audience. How is the story relevant or interesting? Does the story relay events or information that will impact its audience? Are there a large number of people who are affected by the story? First, Biggest, New Angle on something everyone knows/uses… Proximity Proximity generally refers to geographical proximity but can also apply to social or cultural proximity. Events that occur locally or nearby will always have more significance. Can you be a local hero, David v. Goliath story, or homecoming story? Think about your topic, what are the 5 most important times of year for your topic? 1. 2. 3. 4. 5.
  20. 20. Significance Significance is how and whether the story affects its audience. How is the story relevant or interesting? Does the story relay events or information that will impact its audience? Are there a large number of people who are affected by the story? First, Biggest, New Angle on something everyone knows/uses… Proximity Proximity generally refers to geographical proximity but can also apply to social or cultural proximity. Events that occur locally or nearby will always have more significance. Can you be a local hero, David v. Goliath story, or homecoming story? Prominence Famous people get regular news coverage simply by virtue of being well-known. Readers and viewers are interested in celebrity, and because of this interest, famous people are newsworthy. Can you compare your story to a celebrity story? Think about your audience, what are the 5 most important things they think about every day? 1. 2. 3. 4. 5.
  21. 21. Proximity Proximity generally refers to geographical proximity but can also apply to social or cultural proximity. Events that occur locally or nearby will always have more significance. Can you be a local hero, David v. Goliath story, or homecoming story? Prominence Famous people get regular news coverage simply by virtue of being well-known. Readers and viewers are interested in celebrity, and because of this interest, famous people are newsworthy. Can you compare your story to a celebrity story? Human Interest Basically, human interest is the catchall criteria for all other stories that will be interesting to an audience. Stories that are unique, compelling, inspiring, amusing, or otherwise have emotional impact or appeal will meet the standard for human interest. Think about your audience, what are the 5 most important geographical locations in their lives? 1. 2. 3. 4. 5.
  22. 22. Prominence Famous people get regular news coverage simply by virtue of being well-known. Readers and viewers are interested in celebrity, and because of this interest, famous people are newsworthy. Can you compare your story to a celebrity story? Human Interest Basically, human interest is the catchall criteria for all other stories that will be interesting to an audience. Stories that are unique, compelling, inspiring, amusing, or otherwise have emotional impact or appeal will meet the standard for human interest. © Dale Thomas Va Think about your audience, who are the 5 most famous people they think about every day? 1. 2. 3. 4. 5.
  23. 23. LC Green www.LCGreen.com How Barack Obama Can Have A Happy Retirement SPECIAL GUEST: LC Green, Tax Planning and Financial Management Expert More than 80 million people are going to retire over the next 20 years, that’s 10,000 every day. One of those retiring in 2017 is Barack Obama. He may be young, famous, and brilliant, but he will still face many of the same issues other retirees encounter as they look into their future “post-career” life. It’s more than just “what am I going to do about my income?” The real question is “What do I want to do with my ‘final chapters? “Retirement isn’t what it used to be… it’s not just ‘sit down and die’ anymore. Seniors want to be part of the world.” By 2016, more than a third of the federal workforce will be eligible to retire, according to the Government Accountability Office, and “retirement programs for former federal workers—civilian and military—are growing so fast they
  24. 24. Human Interest Basically, human interest is the catchall criteria for all other stories that will be interesting to an audience. Stories that are unique, compelling, inspiring, amusing, or otherwise have emotional impact or appeal will meet the standard for human interest. © Dale Thomas Va Lists How to’s Stories of survival Transformation stories Love stories
  25. 25. YOUR NEWSWORTHY HEADLINE 1.A NEWSWORTHY HEADLINE 2.A UNIQUE BRANDED STORY 3.A TARGETED MEDIA LIST 4.A RELATIONSHIP-BUILDING PITCH 5.A STRUCTURED CAMPAIGN TIMELINE Raising expert profiles with media like:
  26. 26. 2. YOUR UNIQUE BRANDED STORY 
 AND KEY MESSAGES
  27. 27. UNIQUE BRANDED STORY GET YOUR STORY STRAIGHT ▸ What is the heart of the story? ▸ Why is it important? ▸ Research ▸ Case Study ▸ How does your story connect the research or case study to an actionable takeaway? ▸ Call to action
  28. 28. 3. A TARGETED MEDIA LIST
  29. 29. 4. A RELATIONSHIP-BUILDING PITCH
  30. 30. 18 Step 5Your Pitch: By Phone Step 1 - Make The Connection Step 2 - Phone Script Step 3 - The Email Step 4 - The Content of the Pitch Step 1 - Make The Connection Use one of your lists to find your next target connection. If you can call, use the script in Step 2. If there is no phone information or you are asked to email your contact, use the email format in Step 3. Step 2 - Phone Script Speak clearly, confidently, quickly and with volume! "Hello, may I speak to the person who books guests for your [morning news; show; school; training; conference; event; podcast]?" "Hold on" ring ring ring "This is [Leslie]" "Hey [Leslie], are you the person who books guests for your [morning news]?" "Yes, well, there's a committee and I have to get approval..." "Awesome! You're just the person I need to talk to - I have a great segment proposal that I think will be a great fit for your audience!” Pause… That sounds interesting… Tell me more… “It’s titled… [Title] ” !!! REFER TO STEP 4 - THE ONE-PAGE OUTLINE !!! "Can you send me an email about it? I'm busy." "Sure! I have a topic summary and bio I can send you.” "I'll run it up the flagpole once I get your email." "Great! What's your email address? I'll send this to you right away.” “producer@news.com” "Got it. I'll send you a one-page document, just know we can deliver in multiple formats. Thanks for your time." 19 Step 5Your Pitch: By Email Step 1 - Make The Connection Step 2 - Phone Script Step 3 - The Email Step 4 - The Content of the Pitch Step 3 - The Email [For Video/Radio Media] Hello, I just spoke with [you, or your assistant] by phone. Here's a summary sheet for the proposed segment "On the Road, On a Budget, and On a Mission to Solve The Happiness Crisis in America" [For Blog/Print/Podcast] Hello, I enjoy your [blog] and would like to submit an article that I think will fit your audience. It is pasted below my signature in its entirety, but since I know you're busy, here are a few key points [choose three to send]: Only 33% of Americans are truly happy in 2016, according to the annual Harris Poll. 52% of Americans are unhappy with their jobs 62% of Americans say they frequently worry about their financial situation Garrett Philbin was one of the unhappy ones until he decided to go on a road trip through 10 states in order to meet and teach people how to use advanced personal finance systems to live more location independent lives. “People think it’s a lack of money that is making them unhappy, but it’s not. It’s a lack of knowing what really is important, not having clarity as to why those things are important, and not having a plan for how to work towards them.” Guest: Garrett Philbin, “[personal title]” He appeared recently on [this media], [this stage], and in [large online media sites]. Please reach out and I will help move this forward. Sincerely, -- !!! COPY AND PASTE THE ENTIRE ONE-PAGER FROM STEP 4 HERE Step 4 - The Content of the Pitch Phone: Once you get to a decision maker on the phone, use the appropriate headline/title from your one pager, and then walk them through the document. Email: Simply paste the entire content of your one-pager below your signature. Don’t attach it unless they specifically ask for an attachment. Don’t Worry! I have Templates and Exercises
 for All of This
 in My Courses
  31. 31. 5. A STRUCTURED CAMPAIGN TIMELINE
  32. 32. chicagotribune.com 26 April 2016 (EST.) MONTHLY VISITS: 31.8M (EST.) COVERAGE VIEWS: 27.9K DOMAIN AUTHORITY: 94  61 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing The Good Men Project 24 February 2016 (EST.) MONTHLY VISITS: 3.88M (EST.) COVERAGE VIEWS: 10.5K DOMAIN AUTHORITY: 72  4.8K  13  43 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing Washington Post 26 April 2016 (EST.) MONTHLY VISITS: 220M (EST.) COVERAGE VIEWS: 132K DOMAIN AUTHORITY: 96  210 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing Glam 11 May (EST.) MONTHLY VISITS (EST.) COVERAGE VIEW DOMAIN AUTHORITY:  3 Generated for FREE at Cov this comment and add your by upgrading at coveragebo Small Business Big Marketing 21 March 2016 (EST.) MONTHLY VISITS: 13.4K (EST.) COVERAGE VIEWS: 950 DOMAIN AUTHORITY: 42  120  13 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing SoundCloud 23 December 2015 (EST.) MONTHLY VISITS: 378M (EST.) COVERAGE VIEWS: 384K DOMAIN AUTHORITY: 93  1 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing
  33. 33. This is Great! How do I take it home with me?
  34. 34. Yes! I’m ready to be SEEN AS AN EXPERT in my field ATTRACT HIGH VALUE PUBLICITYBE SEEN ON TV, RADIO, PODCASTS, PRINT, & BLOGS Today’s talk really spoke to me. I’m tired of being my cause/industry’s best kept secret. I am ready to have a candid conversation about growing my visibility and determining the best next action that will yield the biggest results. I’m frustrated by seeing less qualified people get more name/brand recognition. I don’t need to be famous, per se, I want to be trusted in my industry. I’m a DOer who needs processes and systems that really work - not hocus pocus. My work is my mission and I don’t want to waste any more time on efforts that don’t pay off! I highly value this offer and I fully commit to showing up for my session ready to take action. Yes! I would like the materials you mentioned in your presentation. Schedule me for a FREE 1:1 Media Strategy Session ($500 value) READ CAREFULLY. You must check all the boxes in order to be considered: Name Primary E-mail Daytime Phone Note: Make sure your email address is VERY clear. You will get an email from Dale@DaleThomasVaughn.com 
 within 48 hours with all of the promised materials. If you don’t get it, feel free to contact me. Please contact me regarding scheduling a possible keynote, workshop or training. I have a referral and/or business opportunity for Dale and would like to be contacted. WITH DALE THOMAS VAUGHN Signature:
  35. 35. MY MAIN OBJECTIVE
  36. 36. Dale Thomas Vaughn 4 Secrets to Attract High Value Publicity Be Seen As An Expert In Your Field The enemy of entrepreneurial success is invisibility. It can feel disheartening to see your competition get the headlines and interviews when you have a better track record, more experience, and greater understanding of your community’s needs. You know that getting seen in the media or on important stages can make a massive difference in your bottom line, but if you’re bootstrapping it can feel risky to spend your rent money on a publicist who may never get you the appearances you need to succeed. Most entrepreneurs get stuck assuming their story is too “small” for big media. Here are the facts: ● Around 3 Million blog posts are written every single day (Technorati) ● 3.3 billion podcast downloads in 2015, and 1 in 5 Americans listen monthly (Pew) ● 7,000 magazines in the US, average American reads roughly 30 minutes per day (Statista) ● 15,000 radio stations in the US and 241.2 million people listen to radio each week (FCC) “Your story - when told well - is in demand,” said Dale Thomas Vaughn, media expert and mentor at the Small Business Administration in Los Angeles. “As a sr. editor at the Good Men Project, I receive terrible pitches all day long. When a good one comes along, I am overjoyed to have a story I can work with.” Vaughn teaches purpose-driven entrepreneurs to build a profile, pitch a story, and create a media campaign to become the go-to expert in any field. Previous clients have been seen in the New York Times, Washington Post, Yahoo! News, Cosmo, and Howard Stern. “We have been in the media a lot over the past few days – so much that our website crashed a few times because of the surge in volume. We literally have had over 60 articles written in over 20 countries!” Adam Lippin, former client and founder of Cuddlist.com. Entrepreneurs need to make sales - which come from qualified, “warm” leads. Warm leads come from visibility and trust within your community or industry. The most powerful method for building visibility and trust is earned media in trustworthy news sources. About Dale Thomas Vaughn: Aside from teaching at the Small Business Administration in Los Angeles, I have also spent 12 years doing PR for myself and for some of the most influential people in the world including billionaire industry moguls, academic thought-leaders and international heads of state. I began my career in communication as a consultant at Southwest Airlines, a speechwriter in the House of Commons in the UK, and in-house at Ticketmaster/Live Nation. As an activist at the forefront of the conversation around gender equality and healthy masculinity, I have presented at the International Conference on Masculinities alongside leaders like Gloria Steinem, Sheryl Sandberg and Michael Kimmel. Gratefully, my work has been seen on CNN, CBS, Huff Post Live, TEDx, dozens of top podcasts and blogs like Entrepreneur, the Huffington Post, and MariaShriver.com. For more information, contact Dale@DaleThomasVaughn.com
  37. 37. BE AUTHENTIC BE CLEAR BE YOU Dale Thomas Vaughn
  38. 38. DALE@DALETHOMASVAUGHN.COM

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