Sir Trevor McDonald's Media Marketing -Small Biz & Startups

Media Marketing, Press Releases, Public Relations Strategies and Tactics, all presented by Sir Trevor McDonald
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  • Lectures 10
  • Length 2 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 5/2016 English

Course Description

Are you an entrepreneur who could use the incredible free publicity that comes from getting featured in the media?

What many people get right is that featuring in the media isn't as hard as it looks. What they get wrong is that it's MUCH HARDER. 

Wouldn't it be fantastic if some of the best media coaches in the world revealed all their little-known strategies at a price that everyone (not just big business and the super-rich) could afford? 
Well they just have...
'Deal With The Media with Sir Trevor McDonald' (aka Media Marketing for small businesses and startups) is a 6 module e-learning course that massively boosts your chances of getting noticed by the media, and becoming a trusted and accomplished media performer 
Through professionally produced videos, accompanying handbooks and bonus resources you'll discover how to get the media interested in you in the first place, and how to make the most of each and every media opportunity - opening the door to huge credibility and publicity.
All videos are hosted by broadcasting legend Sir Trevor McDonald - the UK's most famous news anchor. 
If you've ever dreamed of getting yourself or your brand featured in newspapers, blogs or magazines, or getting interviewed on TV or radio this course will show you how it's done. We'll also show you how to ace social media too. 
Whether you just want to get noticed in the local media, grow your online following or follow in the footsteps of entrepreneurs like Richard Branson and Ariana Huffington who have used their skills as media performers to build multimillion dollar businesses without spending any money on advertising, this course is for you. 

Learn at your own pace and come back and review the resources whenever you need to. 

What are the requirements?

  • Nothing except a desire to promote a business or cause (even if it's just yourself!)

What am I going to get from this course?

  • Get massive publicity for your business or cause without spending any money
  • Build huge amount of trust levels in your business by getting featured in the media
  • Write the perfect press release so that your story stands out from the crowd
  • Create a bigger audience on social media and spread your message online for free
  • Get journalists' hidden direct contact details so you can start building up meaningful relationships with journalists today
  • Build meaningful relationships with journalists so that they will always take your calls and listen to your side of the story
  • Identify the key messages that you need to focus on so that you give a clear consistent message in every media appearance
  • Move any conversation (in the media or in real life) onto what you want to talk about so you are always in control of a media interview
  • Avoid being misquoted so you never give the message you don't want to give
  • Sound good on radio/audio so that you come across as genuine, enthusiastic and confident
  • Look good on TV/ Video so that the camera stays on you longer
  • Handle the media in the event of a crisis so that it doesn't spiral out of control
  • Conquer your nerves so that you can always think clearly when under pressure (in real life or in the media)
  • Have the right body language so that you ooze confidence without saying a word
  • Become a recognized expert in your field by the media so that they will be calling you, not the other way around
  • Hold a press conference so that you can professionally handle big or potentially troublesome stories
  • Dress properly for TV & photos so that you're the one people notice on screen
  • Start your own blog that gets you noticed online
  • Give a perfect Podcast Interview

What is the target audience?

  • This course is perfect for anyone who is looking to promote a business or cause but can't afford, or doesn't want to pay for professional PR help. From getting more social media followers, to acing a podcast interview, to getting featured in national newspapers and international blogs, this is the course for you

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Media Marketing 101
06:01

Watch the introduction video above from Sir Trevor McDonald to get a flavour of what's to come in the course and some early tips about what to say to the media and who should be saying it!

04:03
- Discover how to identify your key messages so that the public remembers the two or three things you need them to know
- Find out how to identify the right journalists for your story so that you don't waste time chasing up unnecessary media outlets
- Learn how to write a press release that will grab a journalist's attention so that your pitch stands out from the hundreds that journalists receive every day
Video
Your trainers will show you how to make connections with journalists and media professionals, even if you have no contacts in the media industry. They will guide you through the process of creating a press release that's going to help you get to the front of the queue for the media's attention. Finally they show you how to discover your key messages, which will become the core of your media strategy. 
 
In the final section of the video for this module Sir Trevor McDonald sums up the key points you need to learn in order to get the media's attention.
Handbook
You'll also receive a handbook which will show you how to build a list of all the key journalists in your niche you need to build relations with, including how to uncover their personal contact details. It will reveal how to frame your press releases and pitches in a way that 'speaks a journalist's language' so that they stand out from rival pitches in an overcrowded journalist's inbox. Finally the handbook will outline how to build a working relationship with journalists in a way that's going to get you as much free publicity as you want, without giving away anything you don't want to give away.
Bonus Materials
  • Press Release Cheat Sheet - A print and keep checklist showing you exactly what to include in every press release and what to leave out!
  • A Sample Press Release - As featured in the video lecture
  • The Story Generator - A Resource that you can use again and again to come up with a story that will get the media and the wider public interested in your story
06:33

Follow this 5 point acronym to guide your messaging every time you want to generate something that the media and wide audience will be interested in. If you hit all 5 points you are guaranteed that the media will be interested in your story

09:43

Help A Reporter Out (aka HARO)  is a service that serves as a bridge between reporters looking for stories and sources looking to provide one. You can get emails sent daily that will tell you what types of stories reporters are currently working on and searching for. When you see anything that looks like it would be a good fit for your business, you can get in there and make your pitch. You might get a valuable mention in a larger article or end up with something written completely about you.


In this tutorial, we show you how to pitch via HARO in a way that will make you stand out and have a fantastic chance of getting invaluable mentions in the media. 


Other similar options to HARO are Muck Rack or Source Bottle. HARO in particular is very U.S. focused. If you are in the UK the best site to follow is Journo Requests, which will send you an email when a journalist puts out a request on twitter that you might be a good fit for.

05:13

The Media love to hang out on twitter because it's such a great source for stories. So this is a great place to find members of the media and start to build relationships with them. In this tutorial, we show you how to take a shortcut to finding all the twitter profiles (and even email addresses) of the members of the media who are most likely to be interested in you

Section 2: Mastering Media Interviews
18:12
- Discover the elements of what makes a good interview so that you'll be totally comfortable and in control.
- Benefit from expert input from a BBC radio presenter so that you know what to expect from appearing on the radio or in a podcast. 
- Your trainers will walk you through little-known techniques that they coach to spokespeople from multinational companies so that you can control any conversation (in the media or in real life!). 
Video
Your trainer conducts a simulated interview where the interviewee makes all the mistakes you will need to watch out for. That interview is then analyzed step-by-step so that you can see for yourself  what the rights and wrongs of essential interview technique are. During this analysis the trainer will show you all the communication techniques you need to control any conversation. Finally the simulated interview is repeated, this time with the interviewee giving a perfect performance - so that you can see for yourself how it's done.  Next the trainers conduct a real interview with an entrepreneur, so that you can see how a regular person with little media experience reacts to a radio interview. The trainers analyze the interview and show the entrepreneur, and you, where she went wrong, so that you can benefit from her mistakes. 
In the final section of the video for this module Sir Trevor McDonald sums up the key points you need to take on-board so that you can be a success in any interview. 
Handbook 
You'll also receive a handbook which gives further detail and examples of all the techniques you'll discover in the video, plus outlining extra strategies to make you an even more successful and persuasive communicator. 
Homework 
You'll be given two assignments to make sure you put your learning into action.
Bonus 
A Media Interview Preparation Sheet - fill this in in advance of your media interview and you will feel prepared and confident; massively improving your chances of looking and sounding good. 
20:08
- Discover more advanced interview techniques to improve your confidence and performance  
- Find out the elements of what makes a good television interview so you will be comfortable on camera and sound authoritative  
- Your trainers will show you how to look good on TV and video , including advice on clothes, posture, body language and general appearance
Video
Your trainer gives an introduction to the correct techniques for TV and explains why performing on TV introduces a whole new level of preparation and performance. They conduct a simulated TV interview where the interviewee makes all the mistakes you will need to watch out for. That interview is then analyzed step-by-step so that you can see for yourself  what it takes to look and sound good on TV. During this analysis the trainer will show you all the techniques you need to succeed. Finally the simulated interview is repeated, this time with the interviewee giving a perfect performance - so that you can experience best practice.  Next the trainers conduct a real interview with a businessman, so that you can see how a person who is  successful in their business life but has little media experience reacts to a TV interview. The trainers analyze the interview and show him, and you, where he went wrong, so that you can benefit from his mistakes. 
 
In the final section of the video for this module Sir Trevor McDonald sums up the key points you need to take on-board so that you can look fantastic and sound confident on TV.
Handbook 
You'll also receive a handbook which gives further detail and examples of all the techniques and advice you'll discover in the video. It also outlines extra strategies, such as those employed by top actors, to make you an even more confident and successful on-screen performer. 
Homework 
You'll be given two assignments to make sure you put your learning into action.
19:27
- Discover all the traps that print journalists love to set and the perfect techniques to avoid every one.  
- Learn the elements of what makes a good print interview so you can get your message across to your audience every time and promote your brand.  
- You'll receive extra coaching tips from a successful print journalist so that you're up to date with the latest tips and tricks 
Video
Your trainer gives an introduction to the world of dealing with the print media and goes on to conduct a simulated TV interview where the interviewee makes all the mistakes you will need to watch out for. That interview is then analyzed step-by-step so that you can see for yourself the kind of things that work well in print interviews but also how easy it is to fall into the traps set by print journalists.  Next the trainers conduct a real interview with a small businessperson, so that you can see how a real-life entrepreneur handles a print interview. The trainers analyze the interview and show her, and you, where she went wrong, so that you can benefit from her mistakes. 
 
In the final section of the video for this module Sir Trevor McDonald sums up the key points you need to take on-board so that you handle any print interview or interaction with a print journalist with confidence.
Handbook 
You'll also receive a handbook which gives further detail and examples of all the techniques and advice you'll discover in the video. It also outlines extra strategies about what a print journalist wants from you and how to handle the journalist-interviewee relationship. 
Homework 
You'll be given two assignments to make sure you put your learning into action.
Section 3: Using Social Media and the Blogosphere
08:52
- Discover how to the find the right blogs to cover your story so that you can make the maximum impact online  
- Find out how to contact bloggers in a way that will make them notice you 
- Get tips on starting your own blog so that you can explode your online influence 
- Discover some web-based short-cuts to becoming a recognised expert in your niche  
- Get some quick and handy tips on making the most of social media
HOW IT WORKS
Video
This video largely features contributions from a Social Media expert and also from a lifestyle blogger. They will guide you through the world of blogging from the point of view of the blogger as well as from your own so that you'll understand exactly how to present yourself in a way that the blogger will love. Our experts will show you how contacting the right blogs, or even starting your own can boost your online influence and really help your search engine optimisation. They will also give you tips and tricks to help you boost any return on investment that you make in social media. 
Your trainers will demonstrate some useful online tools to help you find the right bloggers quickly, so you don't waste your time on endless google searches.   
In the final section of the video for this module Sir Trevor McDonald sums up the key points you need to take on-board so that you make a big impact online
 
Handbook
You'll also receive a handbook which gives a load of links to incredibly useful online resources, a 'web to english' dictionary aimed at the less-tech savvy that breaks down some unfamiliar web terms into plain English, and a guide to the strong arguments as to exactly why social media and blogging is so important. It goes on to give 13 further vital social media tips not featured in the video, to help you extend your online presence even further. 
 
Homework
You'll be given five assignments to make sure you put your learning on blogging and social media into action.
Section 4: Dealing With The Media In The Event Of A Crisis
11:51
- Discover tried and tested methods to handle the media during a crisis so that you'll look and sound confident, even when your back's to the wall
- Learn how to deal with aggressive questioning, so that you can handle the pressure of any media situation
- Find out how to avoid turning trouble into a crisis
- Find out how to prepare a full response to your worst-case-scenarios, so that you can be confident of answering any question that comes your way. 


HOW IT WORKS
Video
Sir Trevor introduces the concept of dealing with the media in the event of a crisis. Your trainer then conducts a simulated crisis interview where the interviewee makes all the mistakes you will need to watch out for. That interview is then analyzed step-by-step so that you can see for yourself  what the rights and wrongs of dealing with the media in the event of a crisis are. During this analysis the trainer will show you all the communication techniques you need to turn the news cycle to your favour and minimise any damage to your reputation, including taking you through the ins and outs of press conferences. Finally the simulated interview is repeated, this time with the interviewee giving a perfect performance - so that you can see for yourself how it's done. 
In the final section of the video for this module Sir Trevor McDonald sums up the key points you need to take on-board so that you can handle the media under the pressure of a crisis. 
 
Handbook
You'll also receive a handbook which gives further detail and examples of all the techniques you'll discover in the video, plus outlining extra strategies such as how to deal with 'doorstep'/'ambush' interviews. 
 
Homework
You'll be given two assignments to make sure you put your learning into action.

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Instructor Biography

Pete Walter, Media Coach at Deal With The Media

I’m Pete Walter. It seems like I’ve spent my whole life involved with the media in some way. My Dad was a broadcast journalist for BBC and ITN and I grew up around cameras and visiting TV and Radio studios. I became a TV producer making shows like MTV News and the BBC’s Who Do You Think You Are and working with everyone from big stars like Russell Brand and Paul McCartney to entrepreneurs and experts making their first appearances in the media. From 2008-2013 I worked for BBC News, the world’s largest broadcast news organisation. 

Since then I've gone on to become active in the world of digital media, producing online video and e-learning for BP and M&S and setting up websites and running social media campaigns for a variety of clients. 

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