A true MediaMaster, our term for a thought leader who knows how to leverage both old and new media to build the most powerful platform possible, has to make their mark in arenas that are already perceived by the public as containing a high level of prestige. When you receive the “stamp of approval” from those kinds of platforms, your esteem rises sharply in the eyes of followers and prospects alike.
Adding this level of prestige to our clients’ portfolios is one of our key marketing strategies to help them attain MediaMaster status. No one would disagree that you’re guaranteed to create a massive impact when you can truthfully say you’ve been seen on CNN or in BusinessWeek—or that you were invited to speak at a major conference or venue. Suddenly, you’ve attained a certain stature that can’t be denied.
The Prestige of Traditional Media
The main tactic to gain prestige that we’re going to focus on is by leveraging traditional media. This is one of our favorite ways to boost the prestige factor for our clients. Over the years, we’ve built a pretty bulletproof system to give our clients that big assist in prestige.
First, let’s define our players in this match-up. When we talk about traditional media platforms, we’re talking about the following:
- Print Publications (newspapers, magazines, journals, etc.)
- Radio stations and networks
- Television channels and networks
Now, all three of the above obviously have an additional online component these days, but, in general, most traditional media outlets came into being long before anyone knew what an internet was and are still primarily perceived as offline entities.
In contrast, new media outlets only exist because of the introduction of the internet to the public. They include:
- Websites
- Blog sites
- Social media
- Online publications (such as Buzzfeed, Slate, Brietbart, Huffington Post, etc.)
- Online video platforms (such as Vimeo, YouTube channels, and Facebook Live – even Amazon now has its own video content hub)
Although the actual content can be very similar on traditional and new media outlets, there are still several big and important differences between the two.
- Traditional media is experienced more passively – Newspapers, TV and radio were designed to deliver entertainment and information to the public through what can only be seen as a one-way street.
- New media is more about engagement – Almost every online site encourages some kind of engagement and also includes links to their Twitter, Facebook and various other social media pages (just like our websites do).
- Traditional media is harder to penetrate – They have always used professional content producers, rarely featured outside work and have always had strict editorial standards in place for what they presented under their banner.
- New media often features outside, “amateur” content under its umbrella – “Aggregate” media sites are famous (and sometimes infamous) for being largely composed of content gathered from other news sites.
Traditional media is enhanced by its long history – Even some of the youngest traditional media channels we’ve cited, such as CNN, are almost 40 years old. That means the vast majority of the public grew up at a time when there was only traditional media—and that in turn means that that demographic can’t help but have more respect for it.
- New media is seen as less reliable (but this is rapidly changing) – Though there are some respected new media news and information sites, unfortunately, there are also an overabundance of legitimate-looking sites that do whatever they can to push a certain agenda or are simply “clickbait.”
Traditional media is still the bedrock of trusted information – While new media may be the flashier, cooler new kid in town, traditional media channels still have a huge edge when it comes to the following crucial areas: credibility, integrity, name recognition, stability, and stature.
Traditional Media, Untraditional Methodology
Yes, traditional media can confer enormous prestige on those people who it spotlights. But it’s also true that it can be incredibly difficult to get that spotlight on you. And that’s precisely why we create our own quality content featuring our own clients, expressly designed to work with traditional media.
For example, we produce interview shows in studios all across the country, where our clients are interviewed by such MediaMaster legends as Jack Canfield and Brian Tracy. Here’s a list of some of the shows we’ve made and the media outlets where they appeared:
- The Brian Tracy Show – ABC, NBC, CBS, Fox
- Hollywood Live with Jack Canfield – Bravo, A&E
- Success Today – ABC, NBC, CBS, Fox
- Times Square Today – CNN, CNBC, Fox News
- Capitol Connection – CNN, CNBC, Fox News
We produce these programs and place them on all kinds of traditional TV outlets, and because we have the know-how to package these shows so they look as good (if not better) than other programming, the networks will take them and air them because our clients offer useful everyday advice in their area of expertise during their interviews.
Same thing with print. We regularly produce magazine and newspaper features that profile our clients and showcase informative opinions and information that, again, the average reader can glean some value from. Some of those features have appeared under the headings of “GameChangers,” “Masters of Success” and “The Next Big Thing,” where our clients predict a new huge trend coming to the business arena.
Through this professionally-produced content, many of our clients will find themselves on any of the other numerous traditional media platforms we’ve already named. And, again, ultimately, even though it’s nice if someone actually sees that content, it’s more important that our clients are able to add prestige to their portfolios by promoting these traditional media appearances.
Other Pillars of Prestige
Of course, there are other ways to build your prestige factor beyond leveraging traditional media.
- Awards – We recognize our clients who become Best-Selling Authors® by inducting them into the National Academy of Best-Selling Authors®, as well as by presenting them with our Quilly® Award. Whatever your field of expertise might be, there is almost a 100{cd266c1509fca34f59dc93da7daf12a6ee52c6401aabb2126e757d9de7c223fc} chance that (a) there’s a national or international organization built around that field and (b) that organization hosts some sort of award to recognize achievement in that field. When a large organization grants you official recognition of your expertise, it’s another huge stamp of approval that will further your MediaMaster appeal if you market it correctly.
- High-Profile Public Events – When you show up at high-profile public events, it demonstrates that you’re comfortable in the limelight. Of course, the most important aspect of attending these events is making sure you use social media to publicize it—otherwise, most of your audience will never know you were there. Just be careful to make your posts funny, humble, appreciative…anything except self-aggrandizing.
- Giving Back – Don’t get us wrong—we believe giving back isn’t a tactic, it should be a part of everyone’s daily lives. However, it does increase your prestige factor, because you’re putting time, energy and/or money into an effort that helps the world at large.
- Speaking Engagements – When you address large groups, you are automatically assigned a healthy boost of prestige. Whenever possible, have your speaking events put on video and post them on social media.
- Celebrity Associations – Being associated in some way with a respected celebrity or a recognized leader in your field of expertise is always impressive and delivers great impact.
- Books and Movies – Authoring a book is an instant prestige generator, as well as having a branded movie made about you or your business. When a branded movie is professionally produced, it can create a very appealing and prestigious impact for any MediaMaster.
In conclusion, to truly become a MediaMaster, you have to be seen as someone whose stature is greater than the norm. If you’re an evolving MediaMaster, attaining that prestige will take you to a whole new level of success—and help you score the biggest “win” possible with your business!