P.T. Barnum famously said, “There’s no such thing as bad publicity.” Barnum was perhaps the most successful PR person in history. Why? Because he understood what Oscar Wilde understood, enunciated in this quote, “The only thing worse than being talked about [in a controversial nature] is not being talked about.” Said different. If you are not being talked about or interviewed, and if there isn’t demand for your thoughts, opinions, and commentary—then, from an importance standpoint—you don’t exist. And, as Robert Greene eludes to his his book, The 48 Laws of Power, for the man who seeks power and influence, nothing is worse than being ignored. This reveals the truth about getting media exposure for your business. Particularly, appearing on larger media outlets with larger and larger audiences. These content programmers, they want to know you’ll be able to deliver. It’s about ratings! This means the host of the program, or the program’s producer, will typically want a history of your past media appearances, and if you have it, audio or video examples from those interviews. Putting an unknown person “on air,” from their perspective is a risk. You may be smart. You may be the most qualified expert in town. But they need to know what they are getting. So, the more interviews you have to demonstrate your ability to deliver great content, the more attractive you can make yourself in future press releases. For future media appearances. For bigger and bigger media outlets.
Media experts, like Ryan Holiday, author of Trust Me I’m Lying: Confessions of a Media Manipulator, call this process—media begets more media—the “self-reinforcing news wave.”And, I don’t need to tell you how publicity can impact a business. One Interview is great. But one after another—because there is growing demand for your story, your knowledge and expertise, and because people want to hear what you have to say—is better. Who knows? Your Interview on Conejo Valley Advice Givers® may just be a stepping-stone to something even larger.