How To Leverage Publicity for Your Business.
Jude Jernudd is the founder and lead coach of the Jernudd Company, and I spoke with her recently about how to make the most of your media appearances to maximize your publicity. Jude is the person people have been turning to for years when they’re looking for help on how to make their PR work for them.
She’s an incredibly experienced media training coach, a top-class PR agent, masterful public speaker and author of Media Star Power: ABCs to Successful TV, Radio, Print, and Net Interviews. Judy’s an icon both on the screen and behind the scenes, and she truly understands what it takes to get people communicating instead of just making noise.
How to Rock Your Interview?
Judy first got started in her career doing PR for her clients. She was quickly seen as the real talent and put in front of the camera.
Wondering what that spark was that got her noticed by executive producers? In Judy’s opinion, it was her energy, which I have to admit, is impossible to resist.
As well as her enthusiasm, she was knowledgeable, interested in everything going on around her, and well-connected.
That’s what producers are looking for in a host, and what hosts are looking for in their interviewees.
So, if you’re about to head onto a podcast, into a video interview, or doing any kind of media appearance, be sure to bring that energy to the table. Be energized, be enthusiastic, and be prepared and you’ll get even more publicity.
Lots of entrepreneurs think they can successfully manage their own PR without any media training, but that’s a recipe for missing the mark when you finally get your big break. Lasting publicity is a skill and good training can help.
What’s in it for the audience?
When we’re getting ready for a media appearance, it’s easy to get wrapped up in the message we want to get across to our audience.
Judy’s advice for her clients is to always remember: what’s in it for my audience?
If you’re about to go into an interview, you should be aware of your agenda but also understand that your responses to questions should be adding value for the audience.
Judy reminds her clients to really think about what the audience needs to know, not just what you want to tell them.
Social media and Media Publicity.
Publications like the Wall Street Journal and shows like Good Morning America are, obviously, pillars of American media.
Newer media outlets including social platforms like Clubhouse, Instagram and TikTok are not “mainstream media” but can be just as useful.
Judy advises us to really think about who you’re trying to reach, and where they spend their time.
If your key demographic is reading a smaller, more industry specific publication, an interview on these platforms might actually yield better results for your business.
If you’re new to publicity and don’t have the budget to hire your own media coach or publicist, Judy says to start small.
Get exposure in your local community, get an interview on any show you can and begin to build those all-important relationships.
When you’re just starting your PR journey, there’s no such thing as too small – experience and exposure are the keys to succeeding.
What’s the purpose of media training?
Lots of people might think they don’t need media training.
They’re comfortable talking into a microphone and happy to answer interview questions, and they think that’s everything they need to know. Judy knows that’s not the case.
She’s done media training with everyone from CEOs and VPs of huge conglomerates to engineers at NASA and physicians interviewing to introduce new drugs and vaccines.
Media training is about getting comfortable, conversational, and confident, not just being able to divert questions into the answers you want to give.
Author – Ramon Ray