I wanted to share a little nugget with you that I discovered while reading Brian Tracy’s Blog with Featured Writer: Nick Nanton. The boiled down version of the post is that there are two primary types of media. You have “Mass Media” (which is basically Television, Radio, or Major Newspaper) and you have “Targeted/Direct Media” (which is everything else, emails, letters, anything with a narrow targeted audience)
So here’s Nick’s “million dollar secret”:
First, get Mass Media attention, then promote your mass media appearances and content through direct media to your core audience of prospects and clients.
It seems obvious, but apparently it’s a missing step that most businesses don’t take once they’ve hit on some Mass Media love. You can read the full article here and sign up for a special class with Nick Nanton and Brian Tracy if you want more information. My “take away” is that I will form an action plan in the event that one of my clients, or myself has gained some mass media exposure.
The Action Plan:
1. Maintain a list of all controlled direct media (meaning direct media that you control) example:
- Your Blog(s)
- Social Media Accounts
- Email/Newsletter Lists
- Customer Mailing Lists
2. Maintain a list of alternative direct media sources (basically the same as step one, but owned and controlled by other people)
3. Maintain a list of Mass Media contacts. (You can share your exposure with these contacts who might not be covering your story)
Once these lists are created, you then have an outline to promote future Mass Media events when they happen. I know this tactic is effective because we’ve used similar tactics on a smaller scale. (example: When posting a blog post, also mention it on your social media accounts)
As soon as you have have the mass media event, start going down the list. Make sure it’s mentioned in your controlled direct media, everywhere. Next, ring up your friends, allies, business partners who would lend their direct media to help you promote the event. Lastly, contact all of your Mass Media contacts to inform them of the event (unless they’re already covering it themselves)
More about Nick Nanton (from Nick’s Bio):
An Emmy Award Winning Director and Producer, Nick Nanton, Esq., is known as the Top Agent to Celebrity Experts around the world for his role in developing and marketing business and professional experts, through personal branding, media, marketing and PR to help them gain credibility and recognition for their accomplishments. Nick is recognized as the nation’s leading expert on personal branding as Fast Company Magazine’s Expert Blogger on the subject and lectures regularly on the topic at at major universities.