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How Fitness Professionals Can Turn up the Volume and Gain More Business Through Publicity
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Editors Note:
The free publicity you receive from being a fitness expert in the media is more powerful than any paid advertisement. Being quoted as a fitness expert in articles or appearing in fitness segments on TV increases your profile as a credible professional, which, in turn, boosts your overall career and profit margin.
Here, fitness professionals and media experts Amanda Vogel and Jim Labadie offer 6 tips for scoring valuable exposure as a fitness expert with everything from widely popular magazines to your local TV station.
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Publicity For Magazines And Newspapers
1. Think ahead.
If you aspire to stand out as a health/fitness expert in big-name magazines, think ahead - way ahead. That's because - unlike newspapers and small publications - most major magazines work months in advance.
Be prepared to drum up summer-related story ideas in the winter. But don't stop there. Many editors at top magazines begin concocting stories a whole year in advance! Get ahead of your competition by being the first fitness pro to suggest attention-grabbing ideas for the seasons and holidays ahead.
2. Branch out.
Magazine editors come and go more often than you might think. Focusing all your attention on one editor could be disastrous for your long-term publicity efforts. If she leaves her position at the magazine, you might be back to square one with her replacement. One way to avoid this is to build relationships with editors at many magazines and/or editors in different departments of the same publication, such as fitness, nutrition and health.
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Glossy magazine issues require planning ahead and diligent and detailed work. But the rewards to your business will be better than any advertisements you could buy.
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3. Make print publicity work for you many times over.
When an article containing your name and fitness advice hits the newsstands or newspaper racks, you'll likely notice a boost in business and/or interest in your services.
Make the most of that valuable publicity long after the magazine or newspaper is out of circulation by including it in your marketing plan. Prominently post the article in your fitness studio. Mention the publicity on your website, with a link to the article's online version if possible. Tuck a good-quality copy of the piece into your press kit.
Publicity For TV And Radio
4. Pitch the producers, not the talent.
Radio and television producers decide what goes on air. The talent - news anchors, reporters and disc jockeys - typically have little or no idea who's coming on as a guest. If you want to regularly appear on radio or TV, strengthen your relationship with the producer as opposed to the person who interviews you.
5. Show benefit to the audience.
Your goal is to sell your ideas with a pitch. The key to getting TV or radio producers to buy your ideas is convincing them that their audience would enjoy and benefit from your story or information. That's why you must be familiar with the stories that usually air, and the audience's demographic before you pitch an idea. Regularly tune into the TV programs and radio shows you want to be on.
6. Come alive!
Being lively and well-spoken during your first TV or radio appearance increases your chances of being asked back as a guest. Knowing that you'll be heard or seen by thousands or more people can be nerve-racking. When you're nervous or overly excited before an appearance, channel that energy to create an electrifying "on air" performance. Remember, you're a fitness professional - people expect you to be energetic!
About Amanda Vogel
Go to Amanda Vogel info page.
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