Above: Ben Angel (on the left), filming one of five segments for the TV show, Manscape – Foxtel.

[3 of 3] PR SERIES: How to Persuade The Media to Feature You

You already know the quickest way to get publicity to help build your profile and boost your profits is by targeting a handful of media outlets at a time with a targeted pitch… 

… and then persuade them to book you for an interview or do a feature story on your business.

But how?

How can you convince the media that you are the go-to expert within your field when you could be feeling less than a-list?

Or convince them to feature you when you’re not even convinced yourself that you’ve got what it takes?

Even better yet, how can you get a producer, journalist or editor to give you a shot if you’ve never had any experience in getting publicity before (or your results have been mediocre to date)?

That’s what I’m going to share with you today.

But before I do, I’m going to reveal to you what not to do.

Let me show you how with a real life example… 

A few weeks ago, a life coach sent me an email asking if I could help her get publicity.

(She clearly knew the benefits of what getting publicity can do for her business)

Unfortunately, after taking a brief look at her website and how she positioned herself…

… well, I could see it was going to be hard work.


Because she didn’t have the credibility factors that the media look for!

Everything on the website was about her.

There were no articles with tips or tricks on how to help people solve their problems or that demonstrated that she had the knowledge and skills to back it up.

This results in a massive RED FLAG in the eyes of the media.

They ponder, “If that’s what she’s like on her website, is that what she’ll be like in media interviews?

Will she talk about ME, ME, ME!!!”

MISTAKE NO. #1: “Enough about me, now what do you think about me?”

Producer’s, editor’s and journalist’s main objective is to deliver content to their audience that will increase their viewer or readership in order to help them sell advertising space – the driver behind the beast that media is.

If you fail to demonstrate on your website / blog that you have content to share, or content that isn’t backed up with case studies – well, your email will get deleted and you’ll never receive a response explaining why.

They’ll consider you a fly-by-night looking for their 15 minutes of fame.

So, whether you’re emailing a producer, editor or journalist or even selling straight to a prospect, never make the conversation all about you – unless you are the news story – rarely you are unless you’ve climbed a mountain for charity or created a groundbreaking product or service, which is even rarer in many cases.

Before I go on, let me clarify something… 

“Yes,” you require the following collateral;

  • Testimonials
  • Media features
  • Video Content
  • Photographs (not taken by your 10 your old niece with an Iphone)

Yes, that collateral is critical in persuading them to feature you, however your core objectives is to help them see that you have something to offer their audience that will grab their attention, drive readership and viewers through the roof.

It really is that easy… and yet, 99% of those that fail to get publicity make this overly common mistake.

Let me share with you a quick story from personal experience that could help you change everything!

In the last three months I’ve been approached by three separate TV producers all proposing that I be part of various shows. Now, while this process is drawn out in selling them to networks and may take some time to close deals it makes an incredibly valid point…

“ Each of the producers approached me because they had been reading my email newsletter that provides weekly advice to thousands, they had been following my blog posts of which had been promoted on my Facebook and Twitter accounts and they could see that I have various and well researched opinions on a variety of topics.” 

They were hot on the trail for new content, and that’s what I gave them.

They hunted me down.

I didn’t have to go bashing on their door screaming, “look at me!!!”

But let’s throw it back to you…

What content can you create that will persuade the media to feature you?

Content that you can share on your blog, Facebook, Twitter or even film for a Youtube channel?

Let’s take a look.

Three Types of Content That Persuade Producers, Editors & Journalists to Feature You!

To secure any kind of serious coverage we need to form opinions in a few key areas (this is a smaller list of a much larger one found in my premium Instant Publicity Marketing System Training.)

Here I’ll focus on just 3 of them.

CONTENT TYPE #1: Opinion Pieces

Back when I first started writing a weekly lifestyle column, I fast learnt that the best response I would get from my articles was when I provided a highly personal opinion about a topic close to my heart.

Something that would get me revved up.

Why did this have so much appeal to a wider audience?

Because when you write, comment or film a video about something you’re passionate about, people can relate.

Their eyes light up and suddenly they don’t feel alone anymore.

They may agree or disagree with you, the critical factor is that they form some kind of opinion based on yours.

The art of polarization is a technique I learnt from one of Australia’s leading publicists by the name of Di Rolle. A publicist that has done PR for the likes of Andrea Bocellii, Michael Jackson right through to the Dalai Lama.

The act of ‘polarizing’ is when you broadcast an opinion in which people either fervently agree with or passionately disagree against.

This is the ‘true’ secret to getting media.

This is what makes something go viral and shared with millions.

The media want someone that has a strong opinion and isn’t afraid to state it because it creates a key talking point that helps to market their show or publication.

You could state your opinion on how Lady Gaga is sexualizing our youth, why our political leaders should be for or against extreme gun control.

Back it up with why you believe that and you have an extra saucy mix for getting the exposure you need to catapult you to another stage of growth in your business.


CONTENT TYPE #2: Breaking News Story

Let’s get straight to it.

Commenting on a breaking news story is an easy way to piggyback off of someone else’s media coverage. This is common practice and a great way to get your opinion heard quickly.

A story breaks then all of the experts come out of the woodwork stating their opinions on the story at hand.

This is slightly different to the opinion piece I’m talking about above, which could be about why sugar is killing our youth, or why you feel The Secret was overrated.

In this case, you’ll look at the news of the day and send to your key media contacts your opinion on the breaking news.

Just remember, send it that day!!!

If you wait until tomorrow, it’s yesterday’s news.

Scan the internet for breaking news stories each morning and see which ones you can comment on. A few minutes worth of work daily could get you featured in front of hundreds of thousands quickly.


CONTENT TYPE #3: Research and Studies 

And finally, here’s my favorite way to get coverage.

There are copious amounts of research papers and studies being released on a daily basis.

Set-up Google Alerts on key topics that you cover.

Google Alerts will send you an email (as often as you want it to) on the topic you’ve assigned.

Set it for studies in your field, i.e. weight loss studies, weight loss research.

As soon as breaking research comes through, read it and include it in your press release with your opinion of what this research means in quotation marks.

The trick here is to form your opinion and release it to the media before they go direct to the source.

Which is easier than what you might think.


How to Persuade The Media to Keep Coming Back to You

As you learned throughout this post, the trick to getting the media to feature you is by becoming newsworthy, having an opinion and creating content for your website and social media pages that demonstrates that you are the go-to expert within your field.

But how do you write an email, press release or pitch that you can send directly to them to alert them of your opinion on a particular topic to help you get publicity?

In my premium training, Instant Publicity Marketing System (not currently on sale right now), I step you through various sample emails, press releases and pitch formula ideas that INSTANTLY capture their attention… to get them calling YOU…

… and I show you how to use each one effortlessly.

I also walk you through the PR planning process that makes it so easy, it takes just minutes not hours to prepare your pitch and send it to the media so you get the jump on your competition.

I even show you how to write content for your blog that becomes instantly newsworthy and helps to increase your sales directly, how to secure your OWN regular feature column in a magazine…

… and capture the interest of TV producers.


But for now, here’s what you need to know about getting them to keep coming back to you: 

While you must create content that asserts your opinion, you should NEVER feel overwhelmed by this task.

What do I mean?

Set a timer for 30 minutes, outline all of the dot points you’d like to cover in your press release and then start filling in the content as quickly as you possibly can.

Then, do your edit.

I’ve seen my clients use this method to see that in under 30 minutes they’ve created newsworthy content for their website… content that they can also send to the media to help secure them feature articles and columns.

Okay, it’s time for today’s action steps to help you get publicity…

…and you’re going to love this one!

I’d like you to look at today’s top news stories in your niche and write down your opinion for at least one of them that is within your field of experitise. i.e. 54% of American’s are Obese.

Set your timer for 30 minutes and explain why you believe this has happened.

What can be done about it by taking a new approach on an old problem, i.e. tough love, taxing fast food companies etc.?

Quote yourself in this piece and write it like a news story.


Don’t worry about getting it right, just focus on getting it done. 

400 words in length is ideal and is all you may need to get the media to quote you. In fact, I’ve done it with less!

Have a question on how to get publicity?

Here’s your chance to get it answered…

Now, post below in comments the topic that you’re going to write your opinion on and why your viewpoint will be different to that of others.

I read every single comment, and I’ll pop in and give some lucky people feedback to help them get publicity faster.

Jump in now and remember, share this article with your friends and colleagues that you know will benefit.

It’s time to share the love…

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Showing 9 comments
  • Ben Angel
    Ben Angel

    Post your question on publicity right here?

    I pop in every now and then to answer everybody’s questions.

    Keep them short, sharp and dot pointed for a quicker response.


  • Bruce

    Hey Ben, confused about if i ask a question or do the topic? So ill just ask my question, I have 2 motives – 1. Im severely colour blind, 2. i am a full time artist/painter, I have invented/designed unique coffee tables and i started all this to raise awareness and Im trying to get an early detection program going to test the kids as so many are finding out late in life and career choices ENDED..causes depression etc..down hill..takes awhile to get over it and move on..2. As my art is my main income and the coffee tables i design are unique and pretty cool.. should i pitch first the colour blind message to the media? Then following that explain what i do is also unique, i mean really i need both,, more so the art so i can get the message out about colour blind testing? Sounds simple i know but im sure with all this..and all the emails they receive my gut tells me Headline both. and hopefully they read the rest… Thanks Ben Sorry for the too much info but I had to give you a quick snapshot

    • Ben Angel
      Ben Angel

      Hi Bruce, fantastic question!

      I would lead with the colour blindness and then introduce (as you’ve done above) the fact that you’re also an artist, i.e. Colour Blind Artist Calls for Early Detection Programs. This creates a unique interest point for the journalist. Secondly, there’s not just one way to pitch one story. There are many ways you can position it. It’s just a matter of testing and measuring and seeing which one gets a bite. Be persistent and tie them together.

      FYI, we’ve had similar paths, I used to do metal sculpture in my early 20’s, including coffee tables out of metal and old truck windscreens. Keep up the great work. You sound very inspirational. Ben 🙂

  • Sasha

    Hi Ben,

    I am gemstone merchant specialising in untreated loose sapphires. Online based shop with all items shipped from Melbourne.
    The idea is for customers to be assured that they are getting a fine quality sapphire of their choice and can really see what they are actually paying for. I am originally from Sri Lanka and all sapphires are ethically sourced in Sri Lanka. I am in my final year of graduating as a gemmologist and my father was an award winning cutter in his days. We have a unique market position due to our knowledge in the gem industry and through our exclusive access to stones. We only supply loose stones maintaining our view that jewellery is a creative art that need to be attended to with respect. We don’t believe in mass produced jewellery and have great appreciation for handcrafted individual pieces.
    What is the best way to pitch to the media?
    Thank you,

    • Ben Angel
      Ben Angel

      Hi Sasha,

      Thanks for the question. Sounds like you’ve got an interesting business and concept there. With any kind of media, you need to really make it about what you can do for ‘their’ audience, i.e. can you make comments on celebrity jewellery, what’s in trend, how to choose a stone that meets your personality etc. Make it digestible for the media. The story isn’t always about the business, although your story should be able to peak the interest of media, it is these other elements that will most likely seal the deal.

      Secondly, consider lending jewellery out to celebrities. That will help to craft a media story that they will be interested in. A few great ideas for you to give a go. 🙂


      • Sandi

        Hi Ben,
        your reply to Sasha’s comment you said ” consider lending jewellery out to celebrities.”
        When you are a nobody or an unknown brand how do you get access to the celebrities to start with?
        I do a lot of celebrity gifting of my handcrafted jewellery, I don’t “lend” them jewellery, I custom make pieces that I feel will suit their personalities and the events they are attending.
        and then I gift it so they get to keep it. but it’s been a tough exercise just trying to get celebrity contacts to start with.
        for me, I have sourced out some celebs PR management to be able to get the confidential details to send the celebrity some pieces of jewellery.
        And I am gradually building up friendships with other celebrities through social media, and through friends of friends who have celebrity friends.

        But if you are not a celebrity yourself or have a large network of celebrity friends or acquaintances personally how do you even get them to wear your jewellery?

  • Julie Lamont

    Hi Ben,
    As you know most women love shopping but, not Swimwear or bra shopping. Why, because we never seem to get it right, because they never seem to fit us properly, which equals discomfort. 80% of women are in the incorrect bra for their size and shape, and for as long as I can remember, that statistic has never changed. My business is a service, I’m a bra coach (anything and everythig to do with bras and breasts).
    With every bra manufacturer’s sizing different to each other. Add into that equasion, no two women”s breasts are the same size, shape, spacing or position on their chest, it’s no wonder we get it wrong. After many years as a Registered Nurse, a Triumph corsetiere (bra fitter )and a Certified Mastectomy Fitter. I have discovered that even though we differ greatly if you know the shape of your breasts, whether they are perky or pendulous etc, their is a bra style for your unique shape.
    Bra fitters dont take any of these factors into consideration, they just use a tape measure and that’s not good enough. I have thought of making up a chart of all the different breasts and the bra styles that would suit each particular breast to help in our choices. Do I put this chart on my web page? I’m also writing it all down for a book, but who is going to buy a book from a nobody! I just don’t know where to go with all of this. 🙁
    Thanks Ben

    • Ben Angel
      Ben Angel

      Hey Julie,

      Thanks for posting. Sounds’ like you’ve got an interesting, and much needed business. I trained as a stylist several years back, I know how much of an issue this actually is. My very first question is, what is your revenue model? I checked out your website and couldn’t really workout what you were selling. It took some digging to find it. This is absolutely your first port of call. It needs to be clear as soon as people land on your website, i.e. is it a consultation, styling package etc, what does it include, how long is it, what are the outcomes from it etc.? This is where the real work needs to be done. A book is great, however it isn’t where your bread and butter money is going to come from. You need an ascension marketing model in your business, i.e. sell them something cheap (which could be your book in the future), then sell into consulting, and even recommend products online that you get a % from.

      I’d love to go into more detail here, but that’s why I’ve created this program > http://unbouncepages.com/30daypro/ (it’s cost effective too).

      As for who’s going to buy a book from a ‘nobody.’ That’s not even a concern yet. First step, define revenue model and get the business making money from the existing website, next step, build your profile on social media, third step, introduce your book. I have training on how to promote a book that will be released later this year, i.e. how to construct the entire marketing campaign.

      Thanks Julie, I hope this helps. Consider it a very crucial side-step that your business needs to take to really lay the foundations first. In the meantime, post a weekly blog, add the chart as a free download to your website that people need to opt-in to get ( so you build your list ) and then go from there.

      Let me know how you go. 🙂


  • Scott

    G’day Ben,
    I’m a singer/songwriter with a community conscience.
    I’m launching my solo career at 45, and along with promoting myself, I’d like to be able to help others too.
    My first project is a song about drought and the way it affects farmers, and once fully recorded I will contribute a share of proceeds to the “Buy a Bale” campaign.
    While I will of course benefit from the association with and promotion of this, I’d really like to make a reasonable impact to benefit both the cause and my career.
    What advice would you give about how to approach this?

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