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How To: Maximize Media Appearances With Content

Alex KingcottGuest Post by Alex Kingcott. Alex Kingcott is the President of Shareworthy Content Lab. Shareworthy helps companies establish themselves as mini-media empires by creating online content and conversations that are credible, valuable and share-able.
You can connect with Mike on LinkedIn or Twitter.


Media coverage featuring you, your brand/product/service, and/or your clients can be invaluable for building public awareness.

Media coverage is great. Media coverage with supplemental content is outstanding!

When media outlets cover your brand, there is a mutual ‘Win’ between you and the outlet: the outlet gets great content that makes people tune in/read, and you get exposure from a credible source with an established audience. You can maximize your win by using each media appearance as a excuse for great content, and attract even more people to your website. You win not only exposure, but a new audience and increased web traffic.

1. The Tease: Pre-Blog & Preview Appearance

This is where most people leave it – they just let their audience know to tune in. Remember these basics:

  • Tag the outlet
  • Give a teaser: give them a reason to tune in
  • Tell them where to go: provide a channel, newspaper section, date/time.

1.5 Post Content

Prepare/Post a Blog that can be live the day of your appearance, that you can reference to – a place for readers/watchers to find more information. If you’re doing a TV segment, you’ll be shocked at how fast the minutes fly by, and if you’re completing an interview for a paper you won’t have control over which quotes make it in. Make them count. The content (blog, video, etc.) that accompanies your media appearance should serve two purposes: to provide an overview of what you cover in the segment/article, and provide further context – those extra details you couldn’t go into on air/in the article.

Example: If you’re doing a table-top segment on a morning tv show showing Christmas gift ideas, prepare the blog ahead of time with photos of all the products you’ll be talking about on air, so you can say “Yes, that item is less than $50, and I have all exact prices on the blog.” Add further context by providing additional tips or product ideas – including product videos or tutorials – and details like parking or directions, prices, and colour selection.

Example: Backstage filming video content at Cavalia’s Odysseo with Edmonton Blogger Gillian ( – we took notes throughout her experience and took ‘behind-the-scenes’ photos so she could provide a pre-video blog about her experience as a tease in advance to her video blog being released – two blogs for the price of one, and her audience got twice as much backstage info!

2. The Main Event

  • Final round of preview: Send a final shout out over social media to remind your audience to tune in.
  • Collect content at appearance: Take as many pictures as you can, note reactions from hosts/producers, gather quotes, etc.
  • When on air/in the interview: Direct people to Blog/Social Media for more in-depth info including important details like price points or parking tips.

Breakfast TV
Example: Collecting on-air stills from our Strides Running Store models, while promoting the Investor’s Group Thanksgiving Memory Walk & Run in 2014.

3. Post-Appearance Content

  • Ensure the the coverage will live online following it’s air/publication. If the outlet doesn’t intend to publish it online, ask for a copy (there is sometimes a charge, typically $50-$150).
  • Embed (via the handy coding tools available via Youtube if need be) all official links into a post on YOUR site or social network, and share it. After all, you should be benefiting from the web traffic that will result from people wanting to see your clip/article!
  • Respond: Did you get anything wrong? Need to provide clarification? Want to highlight a spectacular quote? Here is your chance. Add to existing post, or better yet, create a whole new one (linked to/from the original) post-media appearance, to provide further information and attract even more traffic.
  • Consider format: You could also record videos, vlogs, or podcasts if you’re not the traditional text blogging type or if your audience doesn’t relate to text articles as much as other formats.
  • Consider pay-promotion: These videos/articles are great to post on your FB and put a little money behind (pay-promotion or ‘sponsored posts’ – the little ‘boost’ button at the bottom of the post).

Example: Embedding videos from media outlets is super easy from YouTube, like we did with this one from Anthony Daniels (C-3PO) as he helped us promote Calgary Comic & Entertainment Expo in 2014 on CityTV Breakfast Television.

3.5 Use Material for Media Pitching

Media outlets are much more inclined to work with you if they know you’ll do your part – pitch compelling stories, provide value to their audience, and behave professionally. Demonstrating that you understand what makes content great can be a big help. Use your media coverage and accompanying material to pitch the next story. The next time you’re pitching a table top segment for that morning show (maybe the following season), you can remind them that you were great on TV and recommended great items that created a buzz online. Couldn’t hurt!

And that, brings us full circle. That’s at least two supplementary posts (blogs, videos, etc.) and some great social media chatter with credible accounts, plus an increased chance of landing the next interview. The interview is just the beginning – the rest is up to you!