There is a line between being visible and looking desperate.
And it’s a line that an author and expert needs to know.
I once worked with a woman who was going to be in New York City. She had written a book and wanted national media attention, especially from the Today show.
Her big idea?
She planned to go down to the outdoor plaza at NBC, hold up her book on camera, yell and holler when the camera scanned the crowd, and hope a producer or someone from the show would notice her.
I said, “Do that and you will never be on the show.”
Was that blunt? Yes.
Was it true? Also yes.
That is not how earned media works.
Producers are not scanning the plaza looking for someone waving a book in the air. They are not thinking, “Look at that woman with the self-promotional sign. Let’s book her immediately.”
They are looking for credible, prepared, relevant experts who understand the audience, have something useful to say, and make the producer’s job easier. They are looking for someone with confidence, and an ease around them.
There is a huge difference between showing up with value and showing up with need.
And earned media responds to value.
Another example that I have seen a few times, is when someone creates an online video pitch directed at podcast producers and then asks people to chime in and support her, hoping the producers will see the groundswell and say yes.
Again, I understand the impulse. It seems really clever, and in a world with shows like America’s Got Talent and Shark Tank, it seems like a natural next step when we aren’t getting the earned media we crave. We go out and insist on it!
We want to be seen. We want someone to open the door.
But publicly campaigning for media attention can backfire because it puts pressure on the producer instead of giving them a reason to care. And that’s only if you get a lot of people liking and sharing your post. Otherwise, it just looks desperate and it’s easy to ignore.
It shifts the energy from “Here is a timely, useful story for your audience” to “Please notice me.”
That is not authority or credibility. That’s need wearing a microphone and it is anything but attractive.
Earned media is not about begging for attention. It is about becoming the obvious right fit.
So what should you do instead?
Be sure to study the outlet. It’s important to understand the audience, lead with a hook, not the book, and show why this idea is important now. Make it easy for the producer or host to picture the segment, the interview, the conversation, or the takeaway.
Oh, and do not make yourself the story too soon. You want to make the audience the reason you are there. That is where the door opens.
Media Darling Moment: Before you pitch, ask yourself: “Does this make me look useful, credible, and easy to book, or does it make me look like I am chasing attention?”
That one question can save you from a lot of awkward mistakes, especially the public ones.
Here are a few things not to do when seeking earned media:
- Do not ambush a show, host, producer, or reporter with your book.
- Do not make public pleas for producers to notice you.
- Do not confuse visibility stunts with media strategy.
- Do not lead with “I wrote a book.”
- Do not ask people to pressure media on your behalf.
- Do not act as though the media owes you attention.
Instead, bring them a story they can use. It should include a timely angle, your expertise, clarity, and you as a guest who understands how media actually works.
Because the goal is not to look hungry for attention.
The goal is to look ready for the opportunity.
To your success!
Joanne
P.S. I Heard It Through the Grapevine by Marvin Gaye. Because in media, reputation travels. Show up with value, not desperation, and people remember you for the right reasons.
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