Caroline Ceniza-Levine

Presco Presco - Entrepreneur and career expert
New York, NY

    Are You Ready For Your Media Moment?

    June 4, 2012

    Last week I received a late afternoon call from CNN:  Would I be able to tape a segment for them the next morning? Yes, I was able to tape the segment and Gaining An Edge In Job Searches ran over the weekend. I do not have a PR background, and my business is just 4 years old. So if major media happened to me, it can happen to you. From inquiry to taping, the segment took just under four hours, but there were a lot of moving parts. Are you ready for your media moment?

    Do you know how your business fits in with trending news? I'm a career coach, so CNN timed my segment around the release of employment statistics. How can you pitch your business as a solution to your media contacts' story needs?

    Do you have a client case study that could provide a relatable, lifestyle angle? Both CNN and another major media outlet I guest for have asked me for client case studies. It's good for their audience to see a real-life person using the product (in my case, career advice). Do you know which clients you could call on at a moment's notice? Do you know which ones would be engaging and articulate?

    Are you available and responsive? I had to clear my schedule, confirm a client, and secure a place to tape (they wanted my office and I share that with other entrepreneurs) all within a couple of hours. CNN picked me because I've responded to them before, even if it's just to brainstorm with a producer and it results in no mention of me or my firm. But once they used me before, I got on their go-to list. Are you focusing on relationship-building and not just pitching?

    Do you have the time and flexibility in your schedule? If you need to reschedule a client or meeting, do you have a rescheduling process that allows you to do this quickly and with minimal disruption? If you can't reschedule, do you have other people who can substitute for you?

    Is media coverage helpful to your business? It's a good credibility booster, but I've found that it's more helpful for some parts of my business than others. For example, my corporate clients are impressed. But for my individual clients, while they may hear about me through a media mention, they won't buy just because of that. As long as these results fit into the goals for my business, then the time I spend on media cultivation is worthwhile. As my goals change, I will need to revisit this. What do you want media coverage to do for you? When it does come, what will you do with it?

    Caroline Ceniza-Levine helps people build fulfilling and financially-rewarding businesses, as the co-founder of SixFigureStart®Caroline is a career contributor to, repeat guest on CBS and CNN, the co-author of the Amazon best-seller "How the Fierce Handle Fear: Secrets to Succeeding in Challenging Times" 2010, Two Harbors Press, and a stand-up comic with Comic Diversity. A corporate employee turned entrepreneur Caroline grew SixFigureStart®  600% in its first 4 years and now helps other entrepreneurs earn a great living doing work they love.

    Read Caroline's other blog entries >

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