211: How to build a national media profile as the go-to expert in your space: Case study with Jake Moore, ESET UK
What does it take to generate 400 items of media exposure in the space of two years? Well, thatโs what Jake Moore has been able to do across 2020 and 2021. And not just any media coverage: weโre talking tier 1 editorial exposure. That is, coverage in the top media outlets such as BBC Radio, ITV News, CNBC, Sky News, Forbes, The Times, The Daily Mail, The Independent, Wired, Forbes and Al Jazeera. And thatโs just a small portion of what heโs been able to achieve! Jake is a cybersecurity specialist with ESET, a global software company that provides security solutions to businesses and consumers in more than 200 countries and territories. In the space of a few short years, heโs stamped himself as a genuine go-to resource for all things cyber-security in the UK. While earned media takes in speaking gigs at conferences and guest blogging and people saying nice things about you on social media - the guts of earned media is about getting mentioned in mainstream and trade press, and broadcast media. This is whatโs going to boost not only your reach of your personal (and business) brand, but also your credibility and perceived authority in the marketplace (thereโs a reason why we see so many โAs seen in โฆโ media logos featured on the homepages of personal brand websites). But whatโs involved in actually doing this? Whatโs required of the expert to make this happen: not once or twice, but over and over again on a consistent basis? In this episode, Jake walks us through his media journey, covering topics such as: The role relationships play when dealing with the media (hence, in the PR world this practice is called โmedia relationsโ) The role Twitter plays in real-time connection with journalists Jakeโs daily practice of ensuring heโs prepared with story angles and ideas The importance of timeliness in responding to media calls Outbound pitching of story ideas versus managing inbound media requests How to prepare for a media interview, including on-air Zoom calls Balancing personal brand vs employer brand when talking with the media The role ESET UKโs PR agency plays in generating media coverage Blogging, and the power of creating headlines that hook readers (and the media) Do you need a personal brand website if you're working for a company? How YouTube helped prepare Jake for TV interviews with major media outlets While ESET UKโs PR agency plays a crucial role in helping Jake generate exposure in the media, the key message here is preparation: doing whatโs required to build relationships with journalists, editors and radio/TV producers. Jakeโs tips and lessons are relevant, even if youโre just starting out on your media relations journey, with no outside help. If you're interested in extended your reach by leveraging third-party media, you won't want to miss this interview with Jake Moore! CONNECT WITH JAKE: WEBSITE TWITTER LINKEDIN