Jenn Ross of DajenEats.com explains how to get your brand covered by the local and national media. To see all of our speakers from 2018, go to FloridaBlogCon.com.

1. Get Your Brand
Covered in the Media

2. Here’s What We’ll Talk About
 Media Coverage – Do You Need It?
 Who’s Who in Media?
 How To Be Seen – Steps To Get Noticed by The Media
 Look At Me – But Don’t? The Art of The HumbleBrag
 Now What? Leveraging The Media Coverage
 Takeaways

3. Why Do I Need Media
Coverage?
I Saw You On TV!
• Media magnifies our marketing message. We all have
a marketing message. What is yours?
• Media coverage legitimizes our brand.
• People like being a part of the “in the know” crowd.
Media provides the clubhouse.
• Media allows us to indulge in the humblebrag by
letting someone else sing our praises.
• Ultimately, media brings customers to our door –
whether the threshold of our online content our the
physical door of our businesses. It drives revenue.

4. The media channel determines how you go about
getting coverage.
Traditional Media Outlets:
• Television
• Radio
• Newspaper
• Magazines
Traditional vs Digital Media – It
makes a difference

5. The media channel determines how you go about
getting coverage.
Digital Media Outlets:
• Blogs
• Social Media Pages (Facebook, Instagram, etc.)
Combination Coverage – #IssaThing, dahling!
Traditional vs Digital Media – It
makes a difference

6. Reporter information!!
Build meaningful, individual
relationships with reporters.
Get to know the media
gate-keepers.
What is this reporter’s
interest? How does covering
your brand further that
interest?
Go for QUALITY over quantity
– EVERY TIME.
Reporters leave
calling cards –
everywhere! It’s
their job. You can
easily get a
reporter’s contact
information from
previous work.
Reporters are
humans – looking
for human-interest
stories. Share the
HEART of your
brand.

7. HOW TO BE SEEN: Steps To Get
Noticed by the Media
• Get polished – VISUAL IS KING
• Update your website
• Take professional pictures
• Have an organized and professional
social media presence
• Establish yourself as an expert in your area
• Create your own niche
• Take advantage of “newsy” trends or viral
events. What is your unique take on
something happening right now?
• Create a local feel on something happening
on a national level.

8. Show Your
Personality!
“A little personality
goes a long way.”
(Jean Chatzky)

9. The Human Factor – Leading With
Your Heart
• Adopt the CSR (Corporate Social
Responsibility) principles to your brand
• Show the passion behind the numbers
• What makes your brand stand out? How do
you make people’s lives better/easier/more
fulfilling?
• Being able to communicate that with media
outlets vastly improves your chances of
being covered from a human-interest POV.

10. The Art of The Humblebrag:
“To be successful in business you
don’t just need a great idea — you
have to sell it. Don’t be afraid to
sell. Don’t think of yourself as
anything but a marketer.”
- Susan Sobbott

11. Should I Be Bashful/Boastful?
 Be conversational. Rather than listing your accomplishments or why
the media should cover you, tell a story. Weave a scenario where
you share your unique highs and lows you’ve experienced while
building your brand.
 Facts tell; Stories Sell
 Promote your tribe. Give credit to the people around for helping
you become the raging success you are. Avoid overusing “I”
 Be Relatable – How did you attain this stratospheric success and
how can the average reader/viewer/listener attain this as well?

12. So, You’ve Been Covered?
Yes!
NOW WHAT?!

13. What’s a laurel? Maybe a laurel’s a good
place to rest” – Bring It On
- Thank you goes a long way. Always thank the reporter for covering your brand. Share
how you felt about the coverage and how it has already impacted your brand (traffic
to blog, sales, visibility, etc.
- Use social media platforms and more traditional forms of marketing to extend the life of
your media coverage.
On your website: Have a repository of media coverage on your website so anyone who
digs around for more detail can check it out. Scan print coverage and link websites and
video/audio content where possible. If the coverage is behind a paywall, ask the media
organization for permission to republish relevant parts. If you have a few prestigious
outlets under your belt, host a section on your home page that says: “As seen in…” with
the logos or names of the outlets.

14. What’s a laurel? Maybe a laurel’s a good
place to rest” – Bring It On
On your advertising: If an expert or a journalist has said something positive
about you, your product or service, ask permission to use a quote on your
advertising material or packaging. Books often have cover quotes, and
theatre posters use selections from reviews to promote a show: you can do
something similar.
On your collateral: Having a link to the coverage in your email signature—
“Featured in…”—is unobtrusive but could prove helpful, for example, if you’re
approaching a new client who wants to do some research on you. If you’re
regularly featured, consider including a line or two and the media outlet’s
logo on your business card.

15. “Go forth and get that coverage,
like a BOSS.