| The first time you appear on TV, you tell all your friends, and rightly so. The second time, you may just tell your family and a few people close to you. After that, it becomes part of what you do - if indeed there are "afters". Of course, one or two TV appearances may be good for the ego, but they are unlikely to do much good in terms of your business. You need to be seen often before you are recognised as the "go-to" expert on your topic.
You need to create and maintain a long-term relationship with the media. For example, you should have a media contacts file, where you record the name, email address, phone number and (most importantly) interests of every reporter that you come into contact with. You will then be able to send them stories (not facts, but stories) which they are likely to use.
Also, make sure that you give more than you get. When you come across something that may be of interest to a journalist, drop them a line, or an email, drawing their attention to it. Every month or two is fine (don't ever become a pest). As far as possible, never turn down a media opportunity. Even if it means doing a live interview from your mobile phone on a railway platform (as I did last week), try to be as helpful as you can Remember to let the world know about your press and media coverage, by listing it on your website or in your sales literature. Be honest. Don't over-claim, but simply list your appearances. Don't ever put broadcast TV clips on your website without permission (rarely given, by the way). Instead, use text to explain your eloquence and expertise. If you can get a quote from the person who interviewed you, that is even better.
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