Podcast Summary: "Slay The Gatekeeper" – Episode: Ungatekeeping Local News featuring Lauren Petrowski

Host: Courtney Johnson
Guest: Lauren Petrowski
Release Date: January 7, 2025
Duration: Approximately 29 minutes

Introduction

In the episode titled "Ungatekeeping Local News," Courtney Johnson welcomes Lauren Petrowski, an expert in leveraging local media for business growth. Together, they delve into the strategies and "cheat codes" that individuals and small businesses can use to gain visibility through local news outlets. The conversation emphasizes the power of local news in building credibility, expanding brand reach, and achieving business objectives.

Who Can Utilize Local News?

Courtney initiates the discussion by questioning who can benefit from utilizing local news to achieve their goals. Lauren responds affirmatively, stating that “anyone could use local news to help amplify their brand or business” (01:10). She highlights that content creators, small business owners, and service providers alike can harness the reach of local media to spotlight their endeavors.

Key Takeaway: Local news is a versatile platform beneficial to a wide range of individuals and businesses aiming to enhance their visibility and credibility.

The Power of Local News for Credibility

Courtney underscores the "validity and credibility" that local news brings to a brand or business. Featuring on a reputable media outlet not only boosts a company’s image but also serves as an effective endorsement that can be showcased across various platforms like social media and websites.

Notable Quote:
Courtney Johnson: “If you can say as featured on whatever... it does lend a lot of credibility” (02:10).

Steps to Getting Featured on Local News

Lauren outlines a comprehensive approach to securing a spot on local news:

1. Establish a Strong Online Presence:

   • Develop professional social media profiles.
   • Maintain a visually appealing Instagram page.
   • Create a functional and informative website.

2. Research Local Media:

   • “You need to watch local media if you want to be a part of local media” (02:44).
   • Understand the types of stories and segments each media outlet features.

3. Identify Suitable Segments:

   • Match your business with relevant segments (e.g., Small Business Wednesday).
   • Tailor pitches to fit specific show formats and themes.

4. Reach Out to Decision-Makers:

   • Contact producers, hosts, or reporters directly via email or phone.
   • Use available contact information from news station websites.

Notable Quote:
Lauren Petrowski: “You have to build up your business yourself... and then reach out to local media” (02:44).

Making It Easy for Media Outlets

Courtney emphasizes the importance of simplifying the producer’s job, making it more likely for them to say yes to your pitch.

Notable Quote:
Courtney Johnson: “You're making their job easier... so it's making it a lot easier for them to say yes” (05:11).

Lauren adds that clear, concise pitches that outline who you are, what you do, and how you can contribute to the show are more likely to be successful.

Notable Quote:
Lauren Petrowski: “This is who I am, this is what I do, and this is what I can do on your show” (05:58).

Availability and Reliability

Being available when opportunities arise is crucial. Lauren advises ensuring that you are ready to participate at short notice, as news schedules can change rapidly.

Notable Quote:
Lauren Petrowski: “If you are going to pitch... you want to make sure you are available right then and there” (07:00).

Courtney echoes the sentiment, highlighting the importance of being a reliable option for sudden openings.

Creative Integration into News Segments

Lauren discusses the value of aligning your business with different news segments creatively. For example, an organic candle business could fit into health segments by emphasizing the non-toxic benefits of their products or into lifestyle segments as ideal holiday gifts.

Notable Quote:
Lauren Petrowski: “Come up with different ways that you could pitch yourself to different people, to different news stations, to different segments” (09:29).

Visual Content and Engagement

In the age of digital media, visual appeal is paramount. Lauren advises incorporating engaging visuals or demonstrations that can captivate the news audience.

Notable Quote:
Lauren Petrowski: “They want photos, they want video, something cool that's going to grab people's attention” (10:39).

Multi-Channel Outreach Strategy

Courtney and Lauren discuss a robust outreach strategy that includes multiple contact methods:

• Emails: Personalized and targeted.
• Phone Calls: Direct communication with media personnel.
• Social Media: Tagging and interacting with news outlets online.

Notable Quote:
Courtney Johnson: “Following them on social media... making sure that you are reaching out to that person by name” (13:41).

Volume and Persistence in Outreach

Lauren recommends a high volume of outreach to increase the chances of securing media features. She suggests aiming for “100 outreaches in Q1” for better results.

Notable Quote:
Lauren Petrowski: “Let's aim for 100 outreaches in Q1 of January for my listeners” (17:05).

Personalizing Your Pitch

Personalization is key in crafting effective pitches. Lauren advises addressing contacts by name and customizing each pitch to align with the specific media outlet and segment.

Notable Quote:
Lauren Petrowski: “Make sure you are reaching out to that person by name... just making sure that you are changing each pitch so that it is a little personalized” (18:23).

Applicability Beyond Products

The strategies discussed are not limited to product-based businesses. For service-oriented professionals like productivity coaches, Lauren suggests integrating visual elements or timely topics to make the pitch appealing.

Notable Quote:
Lauren Petrowski: “It’s really just about coming up with what are people going to see that goes along with this really important information that you have to give and spinning it so that it is newsworthy and timely right now” (19:47).

Leveraging Social Proof and Multi-Threading

Courtney highlights the importance of multi-threading—using multiple channels and methods to reinforce your presence. This includes following media outlets on social media, tagging them in relevant posts, and utilizing existing social proof like viral content.

Notable Quote:
Courtney Johnson: “The biggest indicator of buyer behavior is familiarity” (24:42).

Collaborative Efforts for Event Promotion

For event organizers, collaborating with multiple vendors can increase the likelihood of media coverage. Lauren explains that events benefiting numerous businesses are more attractive to news outlets.

Notable Quote:
Lauren Petrowski: “The more vendors, the more people involved definitely would help to have a better chance of getting publicity” (27:24).

Preparing for Your Media Appearance

Finally, Lauren advises on preparing for the media appearance itself:

• Confidence as an Expert: Embrace your expertise and communicate it effectively.
• Visual Readiness: Ensure that there are visual elements or demonstrations ready for the segment.

Notable Quote:
Lauren Petrowski: “Be the expert... you are the expert here” (28:16).

Conclusion

The episode wraps up with Courtney expressing gratitude to Lauren for the invaluable insights and tactical advice on leveraging local news for business growth. Listeners are encouraged to apply these strategies to enhance their media presence and achieve their business objectives.

Final Notable Quote:
Courtney Johnson: “This has been such an incredible tactical. So many incredible cheat codes” (29:58).

Key Takeaways

1. Local news is a powerful tool for amplifying brand visibility and credibility.
2. Establish a strong online presence before reaching out to media outlets.
3. Research and understand the content and segments of local media to tailor your pitch effectively.
4. Make it easy for media producers by offering clear, concise, and personalized pitches.
5. Be available and reliable to seize opportunities as they arise.
6. Incorporate engaging visuals to make your pitch stand out.
7. Use a multi-channel outreach strategy to reinforce your presence and increase familiarity.
8. Persistently follow up without spamming to maximize the chances of getting featured.
9. Collaborate with others for event promotion to attract media interest.
10. Prepare thoroughly for media appearances by embracing your expertise and readying visual elements.

By implementing these strategies, individuals and small businesses can effectively utilize local news to achieve their marketing, branding, and growth goals.