Exposure
Insider secrets to make your business a go-to authority for journalists
Published on 14. June 2022
Book
Paperback/Softback
234 pages
978-1-78860-339-3 (ISBN)
Description
** Business Book Awards 2023 Finalist **
Have you ever seen a competitor get great headlines and thought, 'Hey! Why wasn't that us?'
Get insider secrets to find out how to set your business apart and cut through the noise, using media coverage
How to prepare your business to become a go-to authority for journalists from day one
The end-to-end process of getting media coverage, demystified
How to align media relations with your growth strategy and scale coverage
Included: An invaluable media relations toolkit with actionable templates, scripts and cheat sheets for transformational results
FELICITY COWIE is a media relations troubleshooter for some of the world's leading organisations and former BBC News and Panorama journalist. She's worked on 100,000 story pitches from both sides and now makes her insider secrets available to YOU...
"A must-read for founders. This is truly a game-changing guide" Eileen Burbidge MBE
Have you ever seen a competitor get great headlines and thought, 'Hey! Why wasn't that us?'
Get insider secrets to find out how to set your business apart and cut through the noise, using media coverage
How to prepare your business to become a go-to authority for journalists from day one
The end-to-end process of getting media coverage, demystified
How to align media relations with your growth strategy and scale coverage
Included: An invaluable media relations toolkit with actionable templates, scripts and cheat sheets for transformational results
FELICITY COWIE is a media relations troubleshooter for some of the world's leading organisations and former BBC News and Panorama journalist. She's worked on 100,000 story pitches from both sides and now makes her insider secrets available to YOU...
"A must-read for founders. This is truly a game-changing guide" Eileen Burbidge MBE
Reviews / Votes
...a brilliant 'how to' guide for startup founders that want to establish strong media relations to help grow their businesses. It's engaging, highly readable, and full of practical, actionable advice. I have begun to recommend it to all businesses to which I'm an advisor! * Amazon * ...THE playbook for getting brilliant media coverage for your business. * Amazon * A really practical book with lots of insider tips and nuggets, clearly explaining how press and media works these days and how to get 'in'...I loved the media toolkit and templates (to help me in my resolution to be more proactive in getting coverage!) * Amazon * Exposure is written in easy and digestible language and because it includes so many examples and case studies, is very entertaining. The toolkit is really easy to use and saves so much time. The press release formula in particular is fantastic. * Amazon * If you are serious about harnessing the real power of media relations for your business and yourself as an entrepreneur thought leader, then Exposure is a must read.Melanie Hawken, founder & ceo, Lionesses of Africa * Lioness Weekender, Lionesses of Africa * ...very educational... The overall approach...is very creative and if you've never dealt with journalists you definitely need to read this book because it can be your step by step guide on this process. * NetGalley * I think many people who've built a business or a social presence find media coverage scary....
Felicity shows us how a journalist's mind works which makes pitching them much easier. The early part of the book broke some of my misconceptions then the latter parts gave me a framework to actually make successful pitches. The style is welcoming and easy to follow. I run multiple brands and will keep referring back to this book whenever I need to ramp up coverage. * Amazon *
More details
Language
English
Place of publication
Tadley
United Kingdom
Product notice
Paperback (trade)
Dimensions
Height: 216 mm
Width: 140 mm
Thickness: 13 mm
Weight
303 gr
ISBN-13
978-1-78860-339-3 (9781788603393)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
06/2022
Practical Inspiration Publishing
€9.49
Available for download
Persons
Felicity Cowie is a media relations coach who has helped some of the world's leading organisations gain extensive news coverage. Having been pitched at least 100,000 story ideas as a journalist she has an insider's view on what breaks through and why. Her mission is to get early-stage businesses media-ready.
Content
TABLE OF CONTENTS
Foreword by Eileen Burbidge
Introduction
'Why wasn't that us?'
What is media relations?
How can media relations help YOUR business?
Chapter 1 You need scrutiny, not ANOTHER strategy
Media relations starts in the guts of your business.
Can you articulate what you do in 50 words?
What are your key business objectives - are there holes and conflicts and how to use holding statements and key lines to take
Where's the proof - case studies
What Journalists Think When You Pitch (A-F)
Chapter 2 Demystified: How you get media coverage, end to end
Journalism is not a dark art. It's a long-established and hierarchical industry with strict rules and non-negotiable deadlines.
The main rules which journalists are bound by: Time
The main rules which journalists are bound by: Teamwork
A timeline of how the pitching process all works
What Journalists Think When You Pitch (G-K)
Chapter 3 Business first, story second
Never fall in love with your story over your business.
Matching your core business objectives to stories
Timing is everything: When do YOU want this coverage (and why)?
Finding the right journalists
What Journalists Think When You Pitch (L-P)
Chapter 4 Tomorrow's chip paper or the feeding frenzy
Success! You get your coverage. But this immediately leads to two new challenges. Your coverage is over before it starts, or it accelerates. And you need to plan for both before you start out.
Amplifying all media coverage
Planning for and coping with intense media interest: For the business owner
Planning for and coping with intense media interest: For the business and its wider relationships
What Journalists Think When You Pitch (Q-U)
Chapter 5 Implementing infallible processes
Most businesses don't know where to put media relations.
Embedding tried and tested tools
Briefing to recruit the right skills - in house
Briefing to recruit the right skills - agency
What Journalists Think When You Pitch (V-Z)
Media Relations Toolkit
How to write a press release with the only template you will ever need
How to find the right journalists cheat sheet
How to pitch your story to any journalist in 7 steps (with script)
Critical housekeeping to avoid knowledge loss and reinventing the wheel/How to store media contacts and coverage
How to create a job description/invitation to tender/request for proposal to get the right skills
Method to describe your business concisely using a 50 Mighty Words quadrant to check/keep everybody is on the same page through opportunities and risks
Key terms
Acknowledgements
Foreword by Eileen Burbidge
Introduction
'Why wasn't that us?'
What is media relations?
How can media relations help YOUR business?
Chapter 1 You need scrutiny, not ANOTHER strategy
Media relations starts in the guts of your business.
Can you articulate what you do in 50 words?
What are your key business objectives - are there holes and conflicts and how to use holding statements and key lines to take
Where's the proof - case studies
What Journalists Think When You Pitch (A-F)
Chapter 2 Demystified: How you get media coverage, end to end
Journalism is not a dark art. It's a long-established and hierarchical industry with strict rules and non-negotiable deadlines.
The main rules which journalists are bound by: Time
The main rules which journalists are bound by: Teamwork
A timeline of how the pitching process all works
What Journalists Think When You Pitch (G-K)
Chapter 3 Business first, story second
Never fall in love with your story over your business.
Matching your core business objectives to stories
Timing is everything: When do YOU want this coverage (and why)?
Finding the right journalists
What Journalists Think When You Pitch (L-P)
Chapter 4 Tomorrow's chip paper or the feeding frenzy
Success! You get your coverage. But this immediately leads to two new challenges. Your coverage is over before it starts, or it accelerates. And you need to plan for both before you start out.
Amplifying all media coverage
Planning for and coping with intense media interest: For the business owner
Planning for and coping with intense media interest: For the business and its wider relationships
What Journalists Think When You Pitch (Q-U)
Chapter 5 Implementing infallible processes
Most businesses don't know where to put media relations.
Embedding tried and tested tools
Briefing to recruit the right skills - in house
Briefing to recruit the right skills - agency
What Journalists Think When You Pitch (V-Z)
Media Relations Toolkit
How to write a press release with the only template you will ever need
How to find the right journalists cheat sheet
How to pitch your story to any journalist in 7 steps (with script)
Critical housekeeping to avoid knowledge loss and reinventing the wheel/How to store media contacts and coverage
How to create a job description/invitation to tender/request for proposal to get the right skills
Method to describe your business concisely using a 50 Mighty Words quadrant to check/keep everybody is on the same page through opportunities and risks
Key terms
Acknowledgements