The true power of the media right now

As a PR strategist and trainer, I often see the media getting negative comments around all the ‘doom and gloom’ news they share. The scaremongering, the misleading headlines. Just in the last few days I have witnessed immense good news stories and seen the true power of the media right now.

The thing is, it’s their job to report on these things but it isn’t all doom and gloom in the newsrooms. They always have and continue to make an incredible impact with people that need their help.

Local Democracy Reporter for the Sheffield Star and BBC, Lucy Ashton, shared this incredible post about how one newspaper piece turned things around for local NHS staff.

A simple conversation with a local nurse encouraged Lucy to write a piece on how NHS staff were being fined hundreds of pounds in parking fines. This isn’t ideal in any situation but right now when it’s all hands on deck and NHS staff are working more hours than ever putting their own lives at risk, the fact that there were parking charges is absurd.

Once the piece was published in the Sheffield Star newspaper, all the accumulated parking fees were cancelled immediately! Had this not been published in the newspaper or exposed publicly, those parking fees would have kept rising and causing immense stress for NHS staff when their energy is needed elsewhere.

Anna Roberts, Senior Commissioning Editor at The Sun newspaper wrote a piece on how eBay sellers began selling baby milk for outrageous prices when a demand for the product was noticed.

Sadly the post was attracted some, shall we say, ‘negative nelly’ opinions on the newspaper itself rather than the story, which is such a shame. Although it absolutely did not take away the powerful message behind the story.

The published piece quickly prompted eBay to identify and issue warnings to users and to stop it. It also gained attention from other media outlets so the story continued to grow and gained even more awareness on the issue.

Had Anna not written this piece, eBay sellers would have continued to sell this essential item at extortionate prices to parents who really needed to feed their babies. 

How amazing are these good news stories?!

At the time of writing this article these two examples of how the media is using its influence and powers to help real people were both published within two days of each other. Journalists are working hard to get these good news stories out to us and their voice (and distribution channel!) is hugely important to make a big change when we need it.

We need the media. Whether local or national, they expose stories and awareness on events that could go unnoticed.

What are your thoughts? Have you seen any good news stories that have helped your local community recently?

I’d love to hear from you in the comments…

Behind the scenes of a global bestselling book launch

So, what does it take to hit the number one bestselling book spot on Amazon? Here I’m sharing my experience and taking you behind the scenes of a global bestselling book launch. I’ll walk you through the process, how to encourage sales and ways to leverage the launch to boost your credibility.

Let’s dive in…

You can also listen to more launch behind the scenes on The PR Show here…

12pm Launch day – 2 hours before official launch and promo time

We started launch day at #18 alongside some HUGE names and books I have on my own shelves. David Hyatt, Seth Godin and Ryan Holiday. Seeing this I was pretty flabbergasted. And NEVER did I think I could overtake these guys.

Strike while the iron is hot!

The key to any kind of publicity or marketing activity is, you gotta be fast. Books fall off the top spot, social media posts stop appearing in people’s feeds and the media move on to the next story.

Screenshots are one of my FAVOURITE things to capture the wins. Computer, laptop, mobile phone, regardless of where I’m working I can quickly document things wherever I am.

As my book got a lot of eyes on it and people were buying within this launch window, Amazon threw me into multiple ‘Hot New Release’ categories for a few days.

This badge appeared on the book page. It isn’t there anymore. BUT I have a picture of it to share and use to prove that was indeed named a Hot New Release by Amazon.

A Seth Godin sandwich

At one point on launch day I was in a Seth Godin sandwich, with his book at #1, me at #2 and his audiobook at #3. This made a hilarious social media post and I was absolutely loving (albeit thinking it was a dream) rubbing e-shoulders with these famous authors.

So imagine my surprise when this happened the next day! Sorry, Seth!

No alt text provided for this image

Encouraging sales

As well as sharing screenshots of how your launch is going, what you are up to and how you are charting, remember to post call-to-actions and ask for the sales. I chose to launch my book at a discount to encourage sales on launch day and do recommend you consider this as a launch strategy too.

Share the launch across all your social media platforms, email subscribers, even a ‘PS.’ after your email signature, basically everywhere you engage with your audience and potential clients. Share the link for them to buy a copy of the book.

1 day after the official launch

I could not believe my eyes when, after a night of not much sleep, I clicked to see how the book was doing across the charts.

It seems people had been buying it overnight around the world so the book reached #3 in the Marketing and Sales space too.

Seeing my mug on the same row as Jordan Belfort aka The Wolf of Wallstreet was kind of like living in a hazy dream.

 No alt text provided for this image

The launch stats

After a night of not very much sleep worrying where I was going to appear in the charts, I was thrilled to wake up to the actual launch results. I went from #18 down to #31 the night of launch day so, I’ll be honest, I was freaking out that I’d put it out there publicly so much and that the book might flop.

Luckily, because I was sharing the launch throughout the day and evening, people were buying copies. Then when I went to sleep, copies were flying out globally as well.

Here’s where Get a YES! from the press charted in the Amazon book charts in the UK and US…

UK Amazon book charts

  • #1 PR
  • #3 Marketing & Sales
  • #4 Advertising

US Amazon book charts

  • #1 PR
  • #6 Adv

Other charts

  • #1 Hot New Release in 3 categories – PR, Marketing & Sales, Advertising

Lights, camera, LEVERAGE!

You don’t have to hit the number one bestseller spot in any book charts in order to get some attention on your and your business.

For real. 

Launching any project is exciting. Whether it’s a digital course, a physical book or a service, a launch is something that can create a LOT of buzz. Obviously you have to have something exciting to say, but there are SO much marketing and PR opportunity for something new that you are working on.


If you launch or if your launch is featured in the media somehow, the magic is in the leverage. When you start sharing the media mentions or screenshots of happy buyer testimonials, that’s where even more people will see you, the launch AND it boosts your credibility.

Throughout my own Amazon book launch, I was posting across all my social media platforms sharing the progress in posts and social media ‘stories’. At the beginning of the launch day, I shared the exact image above to say I was in the top 20 next to some awesome names. Then throughout the day, I kept sharing the progress and how the book was bumping up the charts.

Yes, this was to perhaps encourage sales. But in all honestly, the whole point and objective to this strategy was to build my brand voice and take my audience on the journey with me. This enables me to stay in my client and potential clients mind and everything I do is to be a brochure for what I teach.

I love sharing how easy marketing and PR activities can be, and I often walk people through the process and how I do it, so a book launch was the natural progression.  

So next time you’re launching, put together a plan (even if it’s a super simple one, don’t overcomplicate things!) and be sure to leverage, leverage, leverage! 

How to be featured as an expert on TV

You’ve no doubt watched the news and seen the ‘experts’ they bring on to interview them. They could be asked simply their opinion on a story, or about their direct involvement, or just sharing their own news. Whatever the reason, there is no doubt that a TV interview will raise your profile and leveraging it well can lead to incredible results.

Over the years I’ve been fortunate enough to work with hundreds of companies looking to raise their profile. In all honesty, TV is the least requested PR activity. That is often because the person does not feel comfortable in front of the camera, but more often than not it’s because TV is viewed as unattainable. 

Wouldn’t it be AMAZING if you could be that go-to expert that the media called next time they needed someone to talk on your Zone of Genius topics.

Here’s how you can make that happen.

What’s the point?

There are a few things to consider before you start putting yourself forward for media opportunities, certainly TV interviews. There are no right or wrong answers here at all. It’s just handy to keep this in mind as it may decide who you decide to contact.

  • Why do I want to be on TV? 
  • What can I talk about? What do I have to give to the conversation?
  • What’s the objective? Am I boosting my credibility or just fancy a day out at the studio? 
  • Who is my ideal client (or target audience)? Are they watching this show or is it just to add the media logo to my ‘as seen in’ image?

Who to contact?

The most effective way to use your time, and this goes for all PR activities, is to find the decision-maker. 

Social media is your best friend here. Open up Twitter and LinkedIn and search for a job role and media outlet name. The job titles you want to look out for with landing a TV interview is Producer or Senior Producer. You may even find the contact name of the right person on their own website too or in the TV show credits.

What could you appear on TV for?

You may already know which shows you would love a TV interview with. If not, you can scour the media for news stories that are being written about and see what you could have to bring to the conversation. Maybe you have a different opinion, would have handled something in another way, or have a newsworthy story or awareness campaign to share.

Set up one or several Google Alerts for keywords within your topics of expertise. When the media publishes something on that topic you will then be emailed and receive the piece straight into your inbox. 

This is great for seeing what the media (and your industry) are talking about and keeping up-to-date with everything.

You can even read the media piece and reach out to the writer introducing yourself for any followup pieces they may be writing. Be brief though, this is just to get on their radar.

Whatever you want to share on TV, whether it’s a personal story or your business expertise, it has to match the ethos and audience of the show. In short, you have to be relevant.

By proactively putting yourself forward to a local newspaper for a local story, it is likely they will be keen to cover it (or already writing something) as it is relevant to them and their readership.

What if no one replies to your emails?

Should you start pitching yourself for a TV interview and the media have yet to call you, I see two options ahead of you.

  1. Feel sorry for yourself and give up because it’ll never work OR
  2. Become your own newsroom

I say choose option 2! 

Start creating your own content and showcasing your expertise through blog posts, sharing case studies, your own journey, screenshots of testimonials, your signature top tips. 

When a news story related to your industry or your clients breaks, create content (ideally include video!) that showcases to your audience that you are an authority in your field and have an opinion on this.

Your website and social media platforms are the places to get your voice seen and heard. And you too can become your own newsroom. 

Lights, camera, LEVERAGE!

Being on TV is absolutely an option for you. If it’s what you want then I say go for it. Just one TV interview can immensely boost your credibility. Not just at that moment, but it also helps to future-proof your brand.


Well, your ideal clients and business associates may see you live on TV. That’s always awesome. The feeling of seeing screenshots afterward and social media shout outs is electric.

You HAVE to keep the momentum going. Media coverage is great, of course, but the magic truly happens when you leverage it.

Here are my favourite ways that I would leverage a TV interview…

  • Take photos of the green room, studio, your train journey, choosing your outfit – anything to document your day and create anticipation of the main event.
  • Have a friend take screenshots while you’re live and send them to you so you can share in social media posts and stories IMMEDIATELY after you finish.
  • Add the video to a showreel (if you have one)
  • Add the TV show logo to your ‘As seen in’ image.
  • Pop your ‘As seen in’ image on your website homepage, press page, social media cover images.
  • Write a blog post about your experience including embedded social media shout outs, your own screenshots, how you enjoyed the process, and the topic itself.
  • Schedule social media posts for the next week and even further.

Should you get on their radar now… or when a story breaks?

If you wait for a crisis and breaking news story to happen before you reach out to the media then beware as they may not open their emails when knee-deep in such a crisis.

Getting on the medias radar before a story breaks is ideal. YOU are then the expert they think of when that moment happens and they need to interview or quote someone.

You can get on the decision-making Producers radar by introducing yourself via email. 

Or you can do my favourite thing and follow them on social media, share their stuff, comment now and then, so when you do pitch yourself to them they are hopefully already familiar with your name because you’ve been engaging on social media already.

Ready to scale your business and land epic client-attracting media coverage?

Media pitching 101

Have you ever seen an ‘expert’ make a comment on a news story and wonder how on earth they were invited to do that? Is it because they’re the best in their field? Of course not. It’s because they put themselves out there and usually all it takes is one email or phone call.

The feeling of “that should have been me” is something I hear all too often when I’m welcoming new clients aboard. This is why I cover media pitching in my PR Workshops and 1:1 power hour calls. 

There is a knack to pitching and you can absolutely learn how to write a killer email pitch that not only gets opened by an influential editor but also gets a “hell YES!”

Here are my hot tips and media pitching 101 so you can start getting monstrous exposure for you and your business…

Introduce your idea

The first paragraph is crucial to get right. We need to get your idea and why you are the right person to deliver it across in 1-2 sentences.

Unless you are famous or known to the journalist, you won’t need to share your name immediately. Start by introducing your idea (we’ll talk about this in a moment) and, for example, your job title. If I was to pitch myself I would open my pitch like this…

I wondered if you would be interested in an article on ‘how to create and maintain your brand reputation’ by an award-winning Media Strategist.

Dude, TMI

This is an initial pitch email to introduce you and your idea so at this stage. There is absolutely no need to divulge too much personal information or your entire resume.

Unless it is relevant to your pitch, try to refrain from sharing your whole life story. If you are pitching a real life story of which you have experienced then, of course, it is relevant.

Your first paragraph is about introductions to you and your reason for contacting them. If you want to reveal more information about you, that is relevant to your pitch, then your next paragraph is the perfect place.

I open with “To give you a little background…” and take it from there. This means the recipient can decide if they would like to read more about the story or not.

Share a story idea not a topic

Nailing your idea is key to the success of your pitch.

There is a big difference between a story and a topic. An actual idea would be the title of the article you want to write. Sharing that you want to write on a topic is too broad and doesn’t give the reader enough to go on.

For example, which one of these would you be more inclined to accept if you ran a magazine?

  • Topic: Business growth
  • Story idea: How to use LinkedIn to gain inbound leads and never cold call again

The latter right? Business growth is such a broad topic with thousands of elements. A topic such as this would not give an editor enough to go on as they won’t know your Zone of Genius is within using LinkedIn for business.

Make decision making easy

You need your pitch to give the recipient everything they need to make their decision. Everything. If needs be, make a checklist or create a pitch template to work from ensuring you include all the key elements needed.

Be clear what you want them to do next

This may sound obvious but it’s amazing how many people slip up on this one. Most pitches that editors and journalists receive are just emails introducing a business or a product. This doesn’t tell the recipient what they want them to do with their email.

Do you want their product in a gift round-up feature? Were you wanting to be interviewed for the weekly ‘spotlight’ feature? Or were they intending to write a how-to article for them?

Close your email by showing the journalist what you want them to do next and why you are contacting them. Make it as easy as possible for them to make a decision, don’t make work for them.

When I pitch an article idea I will close my pitch with “I would love to write the article [magazine name]” so they know exactly why I am contacting them.

Do your research

Whatever ideas you have, make sure you have researched your media outlets first. There is no point pitching a how-to article idea to magazines that never publish that type of article.

Start by figuring out what media titles your ideal client is reading, watching and listening to. Then do some research and see where you could fit into those.

No spammy attachments

You may think it’s relevant to send a bunch of images with your email pitch for an editor to make a decision on whether to publish you. Chances are that email will go into the SPAM file and never be seen.

If images or additional information are relevant to your pitch then add a link instead.

Killer email subject

Any good email needs a great subject line. It’s all very well creating a beautiful pitch but unless the subject line rocks, your pitch may not be seen. I like to add the story or idea into the subject and what I’m pitching for.

For example, “Article idea: 10 brand reputation hacks”

This allows busy editors to come back to my email when they are ready to look at their pitches for that day. I’m not a fan of click-bait type subject lines to draw people in. I like to be clear and concise as to what my email is. Plus it gives the recipient the general gist so they’ll know if they’re keen to read on.

Proofread it

We’ve all been there. An email gets sent with the wrong name or you forgot to change something after you copied and pasted it from the last one. While a template is helpful, be sure to tweak it each time for that particular media outlet.

Remember to proofread your pitch before you hit send.

Find the decision-maker

Sending your pitch to the person making the decisions, rather than the generic email address the interns check, means your pitch will be seen by the right eyes.

You can have the name of an editor or journalist within seconds using the social media platforms LinkedIn or Twitter. Search for their job title and media name, for instance, ‘Fashion Editor Cosmopolitan’.

Freelancers rock too

It’s easy to presume we pitch ourselves directly to the media outlet. But… did you know that many journalists work freelance for multiple places?

Freelance journalists depend on stories for their income, so use social media to find out who they are and which publications they write for. Twitter is ACE for this as the media are extremely active there. Try creating a private Twitter list of journalists and influential media so you can keep an eye on what they are writing about and see if you can add anything to the conversation.

Want to swipe my pitch emails and kickstart your media pitching?

6 ways to grow your small business brand without breaking the bank

“If you already have clients, is branding your business a waste of time?”

I saw this question in a Facebook group and it made me sad. In short, the answer is no way!

Sure, branding can be a waste of time if it is not executed properly or you faff around redesigning your website twenty times. Do it right and branding will open your business up to enhanced customer retention. Helping to generate new leads and take your business to the next level.

In my opinion, a brand is the all encompassing characteristics and execution of your business. So things like your online/offline presence, customer service and overall reputation. How you answer the telephone and treat your customers is still part of the ‘branding’ process.

Having an amazing brand (and reputation!) enables you to attract new projects and higher ticket clients. Growing the business much more easily than plodding along without any clear strategy.

If you are the decision maker in your business then you’re in a beautifully fortunate place to make a difference to create and grow your company’s brand.

Let’s keep things real simple.

Simplicity is key for me when talking about brand reputation. Yes, we can go ALL in on branding your company. Here are my favourite tips to easily grow your brand reputation and attract new leads or grow your business.

1. Boost your credibility

Mentions in the media will help build your brand reputation. Provide your expert comment on news stories relating to your business and your clients industry. Write how-to articles that showcase your expertise to your ideal clients.

Once you get featured, be sure to leverage the opportunity to attract other media and even speaking gigs.

If you’re not sure how to do this, check out my article ‘6 ways to leverage and make the most out of your media coverage’ here.

2. Have your ideal client in mind

All of your branding should represent your business but it should also resonate and speak directly to those you want to serve. Your ideal clients.

Use language that speaks to them, show them how to connect or work with you, and get that brand personality across.

3. Update your cover pics

Social media cover images are a great opportunity to show the viewer of your personal profile or business page who you are and what you do. You can even use the space for special offers or ask visitors to get in touch with you.

Personally I use mine as a quick introduction. I add a recent photo, what I do and an ‘as featured in’ so people can see I practice what I preach when it comes to media coverage.

Quick Introduction Image for my Business Brand
Quick Introduction Image

4. Consistent profile pics

Update all your social media profile pictures to the same image. This helps with brand recognition so if someone finds you on LinkedIn, they’ll think “ah great, I like their Facebook page, I’ll like them here too”.

Side note: use pictures, not logos. People want to see the people behind the brand and who they are following.

5. Website

Branding isn’t just about logos and a fancy website. Although a well thought out website will no doubt attract new leads and show your ideal clients YOU are the person for them.

Bonus points for adding a ‘as featured in’ media logo strip to your homepage and having a press page to show off how awesome you are.

6. Nail your brand personality

Once you have your brand personality and archetypes in mind, it just makes everything easier. You’ll be able to pull out how you communicate with your customers and be able to attract new clients. Your brand values become portrayed in the best way possible that resonates with your audience and you’ll grow your following and client base.

Defining your brand archetypes is such a fun exercise and one of my favourite parts of my company Brand Reputation Workshops.

If you want to create a business that attracts the media and new clients to your brand, drop me a message.

I’d love to hear from you!

6 ways to leverage and make the most out of your media coverage

Congratulations, you’ve been featured in the media!

Most people will not take action or make the most of this incredible PR opportunity. I don’t want you to be that person.

Exposure is amazing but the magic happens when you now do one thing.


Leveraging your media placement is the secret to getting the most out of your media coverage. It’s actually my favourite part of the process because it’s SO effective.

Think about it… you were in the newspaper yesterday, but did your ideal client see it? Potentially not. Newspapers don’t last forever. That days paper will be tomorrow’s recycling. But the potential for content and PR collateral you can now create is phenomenal. So much so that one appearance in the newspaper can still win you work in years to come.

Here’s my top 6 ways to leverage exposure once you’ve been featured…

1) Share it!!

Seems simple but I continue to be amazed how many people don’t share their PR activity. Share images, links and shout about it ALL over social media for 7 days. Bonus points for sharing a pic of you holding the magazine or newspaper.

2) Add it to your ‘as featured in’

This is an incredibly effective way to boost credibility and wow prospective clients. It shows the media validate you or your business and is a powerful tool I recommend you consider.

Your ‘as featured in’ media strip can be added to your website homepage, social media profiles and can even be added to your email signature too.

To give you an example here’s mine I created on Canva and currently use as a social media cover image on my profiles…

Example Featured In Image

3) Create content

One piece of media coverage can easily be repurposed into blog posts and LinkedIn articles.

If you have an exclusive agreement with a media outlet on your story, instead of repurposing and republishing the story, you can create a blog post talking about your experience being featured with a link to the published piece.

One of my most popular blog posts was about my experience of being booked and appearing on live BBC TV. There is always an angle to share your story and leverage your media appearance.

If you wrote a how-to article that was published online, check out if you get any comments about your advice and use this as inspiration for future content too.

4) Pull out quotes

Multiple social media posts can be created from your media placement. If you were interviewed on the TV, pull out your favourite standout quotes and turn them into graphics and posts for social media.

5) Get it on your Press Page

If you want to raise your profile and haven’t got a press page on your website I thoroughly recommend you get one up. Asap.

Your press page is where you point the media to where they can find everything they need to know; your head shot, bio, media kit, your Zone of Genius, past media coverage and contact details.

6) Save it for later

Be sure to save your media clippings, images, links and anything to do with it. Even if it just a screenshot of you appearing somewhere, make a note to shout about your media wins again in the future.

If you want to discover how to get coverage you can then leverage for MAJOR exposure, drop me a message.