Catriona Pollard, author of From Unknown To Expert, shares her top tips for getting a journalist interested in your story idea and interviewing you on TV. The tip is need to know how to leverage a story idea and pitch how your expertise can address the issue.

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CATRIONA POLLARD
A U T H O R , F R O M U N K N O W N T O E X P E R T
5 STEPSTO GET ATV INTERVIEW

2. Some of the best media opportunities come from reading the news, and staying on top of
current affairs.
This was certainly the case when I appeared on CNBC Asia Squawk Box in March 2015 to talk
about Australian CEOs failing to embrace LinkedIn andTwitter, and why this was a missed
opportunity to not only engage with stakeholders but to restore trust in a brand.
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3. WATCH THE INTERVIEW
AT http://cnb.cx/1GNrS03
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4. You too can have media opportunities like this!
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You just need to know how to leverage a story and pitch how your
expertise can address the issue.

5. 1. PIGGY-BACK THE
NEWS AGENDA
In March 2015 the Australian Financial Review published
a story which investigated Australian CEOs
“understanding of one of the most powerful business-
related paradigm shifts in the 21st century” and the
reasons behind why they aren’t embracing social media.
I have spent many hours speaking to leaders about social
media, writing articles and doing media interviews on
this topic. So I knew I could add to the debate and
provide valuable information which would help CEOs
and their businesses.
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6. 2. PICKING A MEDIA OUTLET
No matter how good your story is. It is important that you pitch it to the right media.There
is no point pitching a story about complex business standards to Marie Claire magazine –
they are never going to run it!
When considering who to contact regarding why CEOs need to embrace social media, I
turned to a media outlet which I knew CEOs regularly watched and respected – CNBC Asia.
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7. 3 . T H E P I TC H
You need to clearly demonstrate what you can speak
about and why your message is important to be heard.
Key elements of my CNBC pitch where:
• Reference to the AFR article
• Outlining why I was a credible spokesperson on this
topic
• Why the current opinion of CEOs is wrong
• A position on the issue
• An outline of what I could speak about.
To read the actual media pitch I used go to:
https://unknowntoexpert.com/by-catriona-
pollard/how-to-get-interviewed-on-tv/
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8. 4. PREPARE FOR THE
INTERVIEW
Securing the interview was great, however preparation was the
most important thing. In the lead up I drafted a list of potential
questions I thought the journalists might ask and constructed
possible answers.
Key elements of my preparation:
• Developing an understanding of the audience
• With the audience in mind, and focused on my objectives, write
a set of key messages
• Research examples to reference
• Practice, practice, practice.
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9. THE MEDIA LOVES EXPERTS &THOUGHT LEADERS
You too can secure fabulous media coverage. Remember to stay on top of current affairs,
embrace your expertise and actually pitch your idea to the media. The media loves
experts and thought leaders – so pitch yourself today!
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11. FROM UNKNOWNTO EXPERT: Use the proven UnknownTo Expert 5 Star
System to grow your profile, expand your influence and increase your income
by becoming a recognised expert in your field using clever PR and social
media strategies. Buy the book at www.UnknownToExpert.com
UNKNOWNTO EXPERT ACCELERATION PACK:Accelerate your success
today! Get your additional powerful and valuable content which will
accelerate your journey from UnknownTo Expert. It has 73 templates, lists
and examples of media pitches and media releases, blog posts, social media
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WWW.UNKNOWNTOEXPERT.COM

12. Catriona is the founder and director of CP Communications, a well-
respected and innovative PR and social media agency, which merges
traditional PR methodologies with cutting-edge social media strategies.
Her transformation to an international speaker, popular media
commentator and leader of a highly successful PRAgency has been
captured in her book, From UnknownTo Expert.
Catriona is renowned for being an inspiring presenter that shares
practical skills and expertise so attendees can immediately implement
what they've learnt to see real results.
www.cpcommunications.com.au | info@cpcommunications.com.au | P 02 9460 9200
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