"Tell me in three words, how does one as a speaker or entrepreneur get into the media?" When this question was asked to me a few days ago in a podcast interview, unfortunately, I couldn't come up with anything clever on the spot, and my answer ended up being much longer than three words. Even hours after the interview, this question kept swirling in my mind. It wasn't until I was relaxing at the hotel bar in the evening that I came up with a compelling formula that encapsulates everything needed to break into TV, print, and radio.
Content + Skills + Contacts = Media Presence
Three years ago, I was discovered as a psychologist for television. Since then, I have been appearing on TV several times a month and providing weekly commentary on current events from a psychological perspective on the radio. High-end magazines like GALA, Bunte, and Playboy also rely on my expertise. Through my media presence, not only has my visibility increased significantly, but also my speaking fee. My own path to this point was rather accidental and often very challenging. However, I have since developed a strategy that consistently delivers results. It works not only for me but also for participants in my media training sessions. To increase visibility, one only needs to consider three aspects: Content, Skills, and Contacts.
Mainstream media requires new content daily
As an expert, you possess valuable knowledge that can help many people. The key is to make this content suitable for mass media. This involves transforming complex content into clear statements and simple tips. The motto is: Get to the point! - Because in a television interview, you usually only have five minutes, and in radio, it's often just a few seconds. In my media seminars, I often find that speakers and coaches struggle with this. Fortunately, it is easily learnable to communicate in "bold statements."
Understanding the rules of the media world
However, clever remarks alone are not enough. Only those who appear confident and likable in front of the microphone or camera can win people's hearts. Editors pay close attention to how authentic and credible an expert comes across. To achieve this, one must practice a lot and be willing to receive professional feedback. Media professionals often have a very different perception than our business clients. While a fancy suit and an expensive watch might impress top managers, journalists are more likely to be put off by such things. Believe me, I had to learn this the hard way and initially missed out on many opportunities due to improper appearances. With the right insider tips from casting professionals, one can avoid such pitfalls.
Nothing works without good relationships!
But where does one meet these editors and TV professionals? And here lies the most crucial factor in the media industry: Contacts! Contacts are everything in this business. Have you ever wondered why you always see the same faces on TV screens?! Once you're in, you stay in, as long as you don't make major blunders. And if you're on the outside, without relationships or being discovered by chance, you won't get in. Building a network in the media industry is hard work, which is why PR agencies charge a hefty price for these contacts. I was lucky myself: TV star Ruth Moschner, with whom I collaborated on the SAT.1 show "So tickt der Mensch," became my door opener. Thanks to her, I was able to personally meet editors and producers and turn them into business friends. Now, the participants in my TV training benefit from these unique contacts. With engaging content, confident presence, good contacts, and a bit of luck, visibility in the media increases, and one's market value skyrockets.
