I. The Expert’s Delusion

No subject matter expert would decline a top-tier media interview. Whether it’s a consultant, therapist, or coach, they all know the fundamental truth that one of those interviews is enough to give them a lifetime of earned credibility for their brand.

But having worked with more than 200 experts for their PR campaigns, I frequently get approached with a claim to a great story. “My life story of how I went from [zero] to [hero] has inspired so many, I am sure the media will want to feature”. I get that a lot!

Of course, I keep an open mind, and invite them for a coffee. I love human story, whether it will turn out into a media campaign is regardless. The usual plot unfolds.

They had everything, then they had nothing. Bankruptcy, divorce, a major health setback, you name it, I have heard it all. Then they did something, with sheer grit and determination, they build something incredible, and now they are helping others shortcut the journey and achieve breakthroughs. Such stories never fail to inspire me. Truly.

But the moment I put on my editor’s hat, all that shine and glitter disappear. They get washed away by a simple truth that experts fail to understand. Every day, editors are inundated with pitches that all sound the same. More than 300 emails every day. Imagine that! It’s like a song on repeat 300 times a day. You get bored very fast. Never wanting to hear the tune ever again.

If you are an expert reading this and have been thinking, “My story will sell itself”, stop. It doesn’t. It hasn’t for a long time. Not even if you have written a book about it.

II. What Subject Matter Experts Think Media Wants

If I can categorise all the stories that experts have shared with me, it would be boiled down to these three:

• The zero-to-hero narrative (“I overcame X to achieve Y”)
• The book credential (“I’ve written a book, so I’m newsworthy”)
• The achievement showcase (“Look at what I’ve accomplished”)

These narratives blend into the noise. By the time your pitch lands in their inbox, they have already received 2,100 similar pitches in the last week.

Imagine the editors rolling their eyes and hitting the delete button with fervour. They have heard it all before!

The fundamental shift you need to make now is to stop believing that getting media interviews is about you.

No.

It’s about….the editors and the producer (if it’s a broadcast media).

III. What Media Is Actually Looking For

All editors and producers ask the same question: “What’s in it for my audience?”

Now, you might be thinking, “Who cares about legacy media? I want to be booked on podcasts and YouTube channels. Then, let me ask, “Are you pitching to top-rated channels?” If the answer is yes, then  it’s the same questions that the content creator will ask. The reputation of their channel and content integrity matters.

Keep this in mind: there are more stories than content creators and media channels. You need them more than they will ever need you.

The right way to process these questions is to ask yourself, Can my story benefit their audience in a way that helps them to,

• think differently (new perspectives)
• act differently (practical application)
• achieve differently (measurable outcomes)

Your expertise becomes a tool for audience transformation, not personal validation. Your story offers the context for your expertise, and not the content itself.

IV. Identifying Your Audience Impact Zone

If you get stuck at this stage of developing your pitch, you are most likely thinking of making the story relevant to “everyone”. Like the famous saying, when you try to talk to everyone, you are actually talking to no one. It is about resonating with a specific audience who will care about what you have to say.

**Who specifically benefits?**Figure out your audience. Make it targeted. Are they,

• business communities
• ethnic/cultural groups
• industry sectors
• geographic communities
• individuals going through specific experiences (eg. retrenchment) or life stages (eg. young parenthood)

And what’s the impact of the knowledge that you are sharing?

• Community level (most common for experts)
• Business/industry level
• National level (requires significant achievement or data)

When you put some serious thought into this exercise, you will come away with multiple angles. That is what I do for my clients. There must be more than one angle. If not, your story is just not powerful enough.

A leadership coach I worked with thought her audience was ‘all leaders.’ We narrowed it to ‘middle managers in tech companies facing their first layoff decisions.’ Suddenly, her angle shifted from ‘how to be a better leader’ to ‘how to lead with empathy during workforce reductions.

By now, you will notice that every media title has its own editorial focus. And two media with the same editorial focus will always have slightly different target audiences, vice versa. You’ve got to do your research if you want your pitching efforts to land with interested parties.

V. The Timing Factor: Relevance Is Everything

Great expertise ≠ newsworthy right now

Most consultants and therapists I work with are always too eager to go to the media with their story now. Not later, no time to waste. They are excited by the prospect of seeing themselves showcased.

That is all fair, but you want to approach the media when there is a strong relevance to what is happening in your target audience’s world. If many are being laid off, share that part of your insight that fits perfectly with the solution they are seeking. Do you have a tool or framework that can help them out of their emotional and mental rut that most retrenched professionals experience?

I once got my therapist client multiple interviews in top-tier media in Singapore because COVID was in full swing, and people everywhere were suffering from cabin fever. Tax season is coming up, if you are a financial literacy expert, then your media time is coming up soon. This wouldn’t be relevant if it was May. It would be too late. People have filed their taxes in April and moved on to something else more important.

So here’s an important principle you need to know in media pitching: What is not relevant today can be relevant in the near future. Sometimes it’s predictable, many times it is not. You just have to have your finger on the pulse by doing these:

• Monitor industry news cycles.
• Track seasonal patterns in your field.
• Watch for legislative/policy changes.
• Follow cultural moments and conversations.

VI. Translating Your Expertise Into Story Angles

At this stage, you will be crafting a good pitch. You used to say, “I am an expert in X,”. But now your angle changes to “I can help your audience with Y”.

Use your story, or your clients’ stories, to land each point you make. There is a reason why all holy books are filled with stories and parables. Humans are wired for stories. We can’t help but be drawn into a story well told.

When done well, it is only a matter of time before you land that coveted interview.

“Want to make this easier? I’ve created a Media Angle Template that walks you through this exact process. [Download it here].”