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TV Appearances

How to have charisma on camera and make the media and your audience love you


How to have charisma on camera + make the media + your audience love you

1. Bathe your audience in your love look.

I was media training a friend of mine who’s already very experienced in media appearances and we were just doing little tweaks. And I noticed that when she first started the video she just gave this look like: I love you and I’m connected to you—and then it shifted.

And so I said to her I said: “You know that love look that you give?” I said, Continued that through your whole video.” How do you get that love look? This is an internal practice. So you can imagine that you’re either connecting heart-to-heart with someone and you can think about your dog or anyone that is special to you.

I was media training a CEO of a media conglomerate at one point and he was talking about his favorite daughter and I said continue to think about your daughter when we’re running through these mock interviews and he did that. And his marketing manager who was in the room said: “Oh my God, you are so handsome.” Because he had given that love look the entire time.

What else can you do during your media appearances?

2. Don't push.

The other thing that I mentioned to her is don’t push. So, you know, sometimes we just want to try so hard and we are want to get our ideas out there and so were like over intense and it manifests itself by doing big eyes or louder voice or leaning forward like I’m doing.

So we can just relax into ourselves and have the thought and the confidence that people are coming to us that we are drawing people in to our realm and into engaging with us in a wonderful way. So that would be number 2.

3. Never say, "Again" or....

When you’ve made a point —this is a little more technical— but when you’ve made a point never say, “Again. Or, “I told you so.” Or, “This is what I always say.” Because we want you to be fresh. We want to think that we are hearing this for the first time even if you have said it a hundred times us to the audience.

We don’t want to be told something that you’ve told someone else before. It’s like a secret between two people. Tell me for the first time and there’s a certain energy behind when we do say things for the very first time that sadly can’t be exactly recaptured, but that that’s something that I want my clients to recapture is like that same enthusiasm, that same innocence when you said something for the first time you bring it again to when you’re saying it to the hundredth time.

So I am Susan Harrow, media coach, marketing strategist, sitting back author of Sell Yourself Without Selling Your Soul® published by HarperCollins and CEO of and I invite you to a free consult with me and I have lots of other free things on my site as well at Hope to meet you there. Bye.

Want to learn how to be charismatic on camera? Shine your love look so you draw in the right people, opportunities and experiences to you?

Let’s schedule a time to talk.

Feel afraid of appearing on TV? Read this

Although she’s known as an engaging speaker, trainer, author, and executive coach, Kimberly (Kim) Faith, was still terrified to be on TV.

media appearance tips

TV appearance tips

But she did it anyway.

And to see her you wouldn’t know she was fearful or nervous. Watch her here on a major market live TV show in Seattle. Prepare to be encouraged!

One of the things that inspired Kim to go beyond her comfort zone was to tie her mission, and new book for women Your Lion Inside: Tapping Into the Power Within, with the Year of the Woman movement that was making a mark in this year’s elections.

communication skills tips for women

women empowerment tips

Kim’s credentials: Kim has had the privilege to train or coach over twenty six thousand leaders from Fortune 500 companies including Amazon, American Airlines, BMW, Boeing, CVS, GE, HCA, Kimberly Clark, Lockheed Martin, Nielsen, and Target, as well as worked on licensing deals with Warner Brothers, Disney and MGM. She recently accepted an exclusive invitation to be part of Microsoft’s external faculty to train 16,000 leaders over the next two years.

If you’re thinking (like I was) “Holy Cow, that’s some resume!” How could doing a 5 minute TV interview be hard for Kim who speaks all the time to thousands of people?

Because, even with all these impressive accolades, TV was still a new and daunting experience.


Accomplishments don’t diminish fear….

doing does.

The “doing” begins BEFORE the invitation to appear on TV. No matter your professional or personal expertise.

Kim said, “Thought I would share with you the clip from my first live media interview that I did this week in Seattle. I was scared to death but your PR course certainly helped 🙂 I attribute making sure I was ready for my first live interview to your course: Your Signature Sound Bites: How to Convey the Right Messages to Get What You Want — in Business & in Life. Your passion and tips you shared within the course were instrumental in my preparation. I can’t thank you enough!”

Bravo Kim! I hope to see more of your TV appearances soon.

To seeing YOU on TV. Here are a few ways to accomplish that:

We’ll write your pitch letter.

You’ll also enjoy the sound bite course (included in this package) that helped Kimberly for her media appearance?) We’ve got you covered here and (installment plan) here.


We’ll media train you so you feel prepared instead of (super) scared.


We’ll create your TV segment.

If you’ve wanted to get on TV but weren’t sure how to create a segment that producers love this is for you.

Can’t wait to work/play with you!

This is How to Get Publicity For Your New Business With Christina Daves

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

This is How to Get Free Publicity For Your New Business

Today we have another PR expert, Christina Daves on how to get free publicity for your new business. Christina Daves is a serial entrepreneur who has founded and has run five successful companies over the past twenty years. With no resources remaining, she launched her latest venture CastMedic Designs. Christina has taught herself everything she could about generating her own free publicity, which basically provided free advertising for her business.

We should talk about what CastMedic Designs is. It is the boot that you wear when you have broken your foot. Is that right?

The doctor prescribes the boot and then CastMedic, has what's called medi-fashions, which are the accessories that go on them to turn that ugly boot into something fashionable.

BAMD0019 | Get Publicity For Your New Business

Get publicity for your new business the way Christina got it for her CastMedic  Designs business.

Nice. I actually had one of those boots when I turned my ankle. We are happy to have you. We were just talking before going live about hearing about each other. We finally connected because of a complementary idea. I would love to hear first about your experience doing your own PR and how you were able to get free publicity for your new business and also your experience about helping others get their PR too.

I speak a lot. I speak a lot to big groups. One thing I noticed that women do differently from men, is that women collaborate. You and I do the kind of same thing. You invited me on your podcast and you are going to be on our podcast. I love that about women. It is complementary what we could do for one another. That is why I think that women in business are going to change the things in the world in a couple of years.

I love that idea. I think that is true. We call that “coopetition.” We are competing but we do some things that another person doesn’t. That is a wonderful way to start a PR campaign to get free publicity for your new business. Let’s talk about PR because sometimes people have an idea but they are afraid of publicity. I love what you said. “Just act, the worst you are going to get is no.” My mantra is anything is possible.

But I love what you said, “The best time for PR is when you are new.” A lot of people who have just begun their business would be terrified about that. Talk a little about how someone new in any particular business can get free publicity for their new business as much as someone who is experienced.

Don’t be afraid. If you are experienced too, do not think that because you are not new that you can't recreate yourself. You can make yourself new. I will use my business as an example. I ordered too much inventory which most of us do when we start out in a product based business. I can’t really create new designs right now but I heard cammo was hot fashion for women last fall. So I took my cammo sock which is actually a men’s version and I put a hot pink rhinestone flower on it. I flipped that out as my new design and I got media coverage for it.

That is great. Cammo like military. You put pink on it. I love that.

Going back to being new. People are so afraid of the media. I tell them that if you think of the media today as running 24/7, 365 - these journalists have to fill all of that space. Not only do they have printed edition but also the online edition too that needs to be updated every single day. Media outlets are just constant. If you can put together a good pitch or a good story idea about your new business and submit it. Especially if you are a local business. Local media is dying to hear about a new local business. That is the easiest way to get publicity. I have a three-pronged approach to get free publicity for your new business.

  1. Be news worthy.
  2. Create a great hook.
  3. Find the right journalist.

If you can put all those three in place you can really start having a lot of success in getting free media exposure for your business.

I love your three points on how to get free publicity for your new business. Be news worthy, write a great pitch, and find the right journalist. I just want to add one to that. Find the right journalist or producer who is going to introduce it at the right time.

What is good about what you said is that if you don’t hear back does not mean it is a "no." It is a "not now." I've gotten that several times where I pitched something, I did not hear anything. But a year later, they came back and they said that it now fits into what they were doing. I have interviewed the features editor for the Parade Magazine and I asked her specifically if she has a file of good stories that don’t fit right now. She said absolutely. I think most producers and journalists keep that kind of file of good ideas that just don’t fit right now.

I think that is really true. Before I was a media trainer, I was a publicist. I can tell you that there were many times I finished a campaign, a 3-6 month campaign for someone. Then 3-6 months later I get a call from someone I pitched and they wanted to book my client after that.

All that work that I did and I often get those kind of calls after my clients campaign is over. Of course I would connect them. It's so true that "No" could mean "not now." It could also mean that you did not create a great pitch. How do you put together a great pitch because if you can’t create a great pitch, you are not going to get to the next step in being able to get free publicity for your new business which is getting an email or actually talking to a journalist or a producer.

The most important thing is to know is what media you are pitching to. If you are going to pitch the Today Show or Good Morning America, you better know that program from the inside out. Make sure that whatever you are pitching fits into their format. If you are trying to get an article in a certain section in a magazine, business magazine, fashion magazine, whatever that is, make sure that you know what they cover and what they write about or the kinds of stories that they like to cover.

BAMD0019 | Get Publicity For Your New Business

Get publicity for your new business by knowing a show's format and what they like to talk about.

Some people don’t take this advice even if this is one of the most important things. I remember when I was teaching a course on how to get booked on Oprah, I had people coming to the course without even knowing anything about Oprah. Some had never watched the show. It is the same thing. You really need to know that format, how long it is, what they would like to cover, the way they like to cover it, their style, and their coverage. So that you can create that pitch that is exactly what they will like.

For example, the Today Show every hour is a bit different. The earlier hours are the hard news and the 10 o’clock hour is a lot more fun. On television a segment is about three minutes. Don’t pitch a 15-minute organizing tips for closets feature. You are not going to get the 15-minute tips in 3 minutes. So you really need to think about what you are pitching and what type of publication it is. If it is an airline magazine which is a long read, you can absolutely have 15-20 tips or something like that. But that would not work on television.

It's maximum five tips for the four minute TV segment, of which you only get two or three of those four minutes. Tell me what you think goes into a great pitch.

I teach. I do workshops and trainings. I tell people two things. Look at magazine covers. Those people get paid a lot of money to get you to buy that magazine. To make you want to know what is inside by reading that blurb in the front. I think AARP is brilliant at it. That is one of the best magazines. They put those kinds of things in there because they make you want to read their magazines.

For television, it's when they say, "Coming up next." I have teenagers who do not like reading over the summer. So on the local news when they said, "Coming up next, the book that will make your kids actually want to read this summer," it makes you want to go sit through the ads, stay on board, and come back with them after the commercials. Those are two great resources you can use that provide a great feel for what makes a great hook and a great pitch.

TV people are masters at it for keeping you viewing. I've got an O Magazine right in front of me, , for instance, the three things you could do to make your face younger today, the bra of your dreams, the simple trick that might save your life, you are not alone, or starting a conversation about anxiety, health, and more. Those are just the things that are small but they are huge teasers. Under the bra of your dreams it says, "practical and pretty."

Those are all things that make you want to read that. The goal when pitching to the media is you want them to want to read your email. I have client who did a pitch like that they actually used her exact headline on the cover of First for Women magazine. The title that she pitched was, “Sure cure for the wired and tired.” She is a doctor of naturopathy. They actually wrote an entire article based on her methods and what she was talking about. They put it on the cover of the magazine, "Sure cure for the wired and tired."

Imagine that, not only do you get into a magazine but you get your story idea on the cover. I know I have a formula for writing hot hooks, but am wondering if you have any formula for writing a great pitch other than reading magazines that are brilliant at this and watching TV. Do you have any formulas to write them so people can follow those formula? You are natural in these kinds of things and also with helping your clients on these. I don’t think it is easy for most people to read all these covers and to do it for themselves.

I don’t have an exact formula but I have some tools and resources that I could recommend. Hub Spot has a blog post generator. You put in three nouns and it gives you some ideas. It could get your creativity going and you would get an idea of what a good hook is. There is another one that I send people to. It takes about 5-15 minutes to go through this but when you are done they will give you a hundred headlines. 75% of which are really good. It is called

I also think one of my clients did that for one of her speaking titles. It would stand out more because we keep hearing the same things. I wanted her to get new speaking topics. I heard you on one of your trainings where you talked about why having a blog is important.

People think that blogs are just one more thing to do. If your goal is get a lot of media, and as you've said, I've been in 250 media outlets and have gotten so many sales from it, it is absolutely 100% worth it. But when I am pitching in the media there is 95-99% chance that that journalist is going to come to my website before they reach out to me to make sure that I am an expert in my industry and I can speak about what I’m pitching. If you have blog on that website that has a content on there, it shows them that you, in fact, you know what you are talking about. I try to use a resource. I do try to write in the blogs myself, but sometimes I run out of time.

There are only 24 hours a day so I use a resource called You basically pay them to write a blog for you. You give them your topic and some bullet points since you obviously know your industry pretty well. They will research it and they will write a blog for you. It is like $15, I go back and tweak it to my voice. They check it for plagiarisms, so nothing is copied. So this is actual "your" content that can be put out there.

Do they do the research for you? If you need a statistics for a given topic.

They can do all of that.

That is fantastic for $15. No excuses for not having blog posts. For blog posts you want to have it in your voice. They can put it in your style and voice. A journalist not only looks for the information but they are also looking for “you” as a thought leader and as an expert that has something different from your competitors.

That’s why I go through it to make it into my voice. That is a lot easier to have the content there and then I just tweak some sentences to sound more like me.

Can you share some stories from beginning to end about some of your clients on how they were trying to get some publicity, how you helped them, and how they got it?

It is all about knowing your media outlet. I have one client who is an entrepreneur who wrote a book called The ADD Entrepreneur. It is about how he built his repair car service into a 20-million dollar business and sold it. He used the traits of ADD to build his business. He could not have long meetings with people because he would always be distracted. It is a great book. It is a great story. We heard that one of the local news anchors have been diagnosed with ADD in her mid forties. So we thought, "What a perfect pitch." She covered it and she loved it.

Another client who is a product entrepreneur, she lives in Oklahoma, and by doing research we found that one of the morning shows wanted to highlight a home-town hero type of thing. As she manufactures her products in Oklahoma she uses people who can't get jobs and college students to actually put the product together, and they loved the story. So it is really important to know the media outlet you are trying to get into. Pay attention to what’s on it, who’s on it, and the stories that they like.

Home-town heroes are really underused ones. It is super fabulous for local publicity and it is a really nice way for you to showcase somebody who is a user of your product or service who is the hero versus you. Sometimes people don't want it to be all about me but what if sometimes it is your customers or clients that have the fantastic experience and something changed because of you. They can get highlighted. It can make them feel good. Journalists love that. There is never a deadline for home-town heroes.

If you are pitching somebody else for that and tie yourself to it that is another thing. We talked about collaborating earlier. The media likes that. Talking about pitching these crazy holidays on non-traditional calendars. I was on for National Healthy Foot Month. I have a lot of clients on national Honesty Day and Kindness Day. There are a lot of things you could pitch in for that. There is bakery in Minnesota. The created a pitch for the National Doughnut Day and talked about the Salvation Army being the reason why we have doughnuts. In World War I, the Salvation Army went to France and brought this fried dough and brought it back to the US. So they collaborated on the story. It’s a win-win. It’s a win for the bakery. It’s a win for the Salvation Army because both were able to get covered about it.

I did not know that.

Do your homework. Look into things that you could spin it into and look for more people who you can bring in into the story. The media likes that. If you can have something like that, it's very news worthy.

It is a very cool story. I know the resources Cision and Chases Calendar of Days. What is your product?

It’s called PR Press Pass. If you go here, that’s one part of it and there are ways to create hooks in there. It has over 125 media contacts which we update it quarterly and you can always have access to everything once you are in there. The people in media move around quite a lot these days. If people buy these in a list, then they become obsolete in a month. If you purchase this, it is constantly updated and you will always have access to it. So you have the most current contacts.

We update the calendar. Yes we put it all together. It really works. It is just a creative way for clients to get ideas that the media love. For National Healthy Foot Month I pitched my local Fox station and the journalist, the anchor loved my product but could not figure it out how to tie it in to what they were doing. This was February and come April it was National Healthy Foot Month she said, "I love that." The opening cue states that, “Did you know that April is  National Foot Month? I did not know either but no matter the weather it is never fun to wear a medical boot.” Then it goes to the story of how I'm a local business person and what I have done. Just be creative and come up with something different.

I love that because most of the people are just focused on the major holidays. Like Valentine’s Day and it is very competitive right? These little days like the National Foot Month is not going to be quite as competitive as Valentine’s Day.

One of my favorite ones that I use in my presentations is a local bakery here in DC. They were on for National Bacon Day because they launched a maple bacon cupcake and they launched it on Bacon Day.

There are all these little days, like, who has heard of National Bacon day? Much as I love bacon I've never heard of it. People have created these kinds of days for just about everything. So it is like 365 ways to tie in your product. You could find some of the days that fit into what you are promoting. Right?

I have to say that probably at least five people I have worked with in the last year, we got on for some crazy holiday. We got something coming up this year already.

BAMD0019 | Get Publicity For Your New Business

PR Press Pass gains publicity for your new business

That is great. How do you keep up with this sort of thing? You got your finger on the pulse of media. Is there any way for other people who can’t afford a publicist keep their finger in the pulse of the media to get free publicity for your new business?

The goal is to stay in front of X number of journalists in your industry. The people that could use you over and over again. I have been on my local Fox station for five times for the same thing which is the medical boot. We just spun a different angle every time. Don’t think that you can’t do it. People will think that a medical boot would be a "one and done" on TV.  But we have done it different every time on different segments and different approaches.

I tell people to take a Sunday afternoon, spend a couple of hours putting a plan together for the year. What are twelve evergreen pitches that you could do? Use the non-traditional calendar, use seasonality, anything that is related to your business and find five journalists in your local area, local business publications, trade magazines that would be beneficial if they covered you.

This way you are pitching them once a month. I have interviewed many of them and they say that it is fine as long as you are pitching them a different idea; you don't want to keep giving them the same idea over and over again. This way you are staying front of mind. Say something does happen like breaking news in your industry then they will remember you and go, "Oh Susan, she's been sending me something every month. She's going to know about this, I'm going to reach out to her." They could even use you as their source. That’s building a relationship.

That’s very smart and doable. People really get overwhelmed when they think about doing free publicity for their new business. They set their sights at the top before doing anything local. I like the idea that you have been on Fox five times for your medical boot. In five different ways. Whether it is your local news or a trade publication. Trade publications could be really powerful.

I am working with a client right now who has a really unique product. If you are a runner or dancer or whatever you are, people often lose their toenail. They have a patented type of Band-Aid that goes around your toe that you can paint and looks just like your toe nail whenever you need to go somewhere important like a wedding or it's summertime. That’s what we pitched. We pitched it to a magazine called Lower Extremity Review which is read by podiatrists and orthopedic surgeons. The magazine came out two days ago and they already have an order for it. The minute the magazine came out, they saw it in their mail, and they opened it, and placed an order.

[Tweet "Set your PR sights on the local level before trying to tap national TV]

Not just the consumer but obviously someone like a podiatrist would be very interested in something like this.

Just think outside the box. I go on my local NBC station because I actually went backwards. Usually you don’t get started on national television, you start on local television shows. My very first television appearance was on the Steve Harvey Show. When I knew when the show is going to air I went to my local NBC affiliate and I said that a local business is going to be on this and that. The local news would be a great lead-in to that national appearance. It’s a win-win for everybody. They loved it and kept me on. They said bring everything you have and I had 20 decorated medical boots for that segment. It was amazing.

That’s amazing how you are coordinating your local publicity with your national publicity. Your local stations will really love that because they already know it is a big story since it is being booked nationally. They will get a big story just like a national level.

Anything national that you are on make sure that your local station knows about it.

I just want to reiterate what you said about PR being overwhelming when you are trying to get free publicity for your new business. Christina said that you should think about 12 evergreen pitches. Evergreen means that they are good all year round. They are not necessarily tied to something that is super topical. Using the nontraditional ways of looking at the different days, different angles or just being creative in your head, then to get free publicity for your new business find five journalist or five producers, whatever your preference, and pitch once a month. Use that kind of consistency. Pitch something different every month.

If television is your goal, like national television is your goal, you have to be accessible right then and there. That’s what you are doing. If you are going to pitch that way, have your cell phone number on there and answer it. Because if you don’t they are going to the next person.

I remember working on getting a lot of people on Oprah. The philosophy is that who the right person is for the show, is the person who’s available now. You might think that you are hyper-qualified for this that you are the best person. But if you are not available in that moment and they find another person because you did not pick up your phone. They would go with the available person because they are on a tight deadline.

When they chose me to be on the Steve Harvey Show they contacted me that morning then I had to be interviewed by the producers throughout the day on the phone. 9 o’clock that night as I was getting out of a booster meeting at the high school as I was walking out, my cell phone rang and it was from the Chicago area. It was the Steve Harvey Show and they said we would love to have you in the show. They said that they will fly me out the next morning and asked me what is you airport of your choice and the name on your driver’s license. Of course I went. If that is your goal you need to be that accessible person.

It happens more often than you think. It happens to a lot of people. It’s Oprah, it's Steve Harvey, it's for a lot of the talk show. These talk shows are ready to go. They want you there. It will be like jumping into a plane the next day or that same day.

I have a, colleague who went to Chicago. She is a regular on the Today Show. They sometimes call her at 5 o’clock and they say that they need her to hop on a plane right now to be on the morning show. Because she has said yes every single time that is probably why she is on once every other month.

Even though she is on regularly they still make her jump at the last minute.

It’s the 24/7 news cycle that we are on. Everything is in the last minute. You just need to be that accessible wonderful resource for your media contact and they will reward you for that.

Your answer should always be "yes" to getting free publicity for your new business. Hopefully you will have someone to help figure out the logistics especially if you have kids in school or you have clients lined up. Hopefully they will understand and you will get it figured out.

The last time I was on Fox was last November. Same thing, they called me about 4 o’clock in the afternoon and said that we need you here for the [9:16] segment in the morning.

Fantastic. What do you have in your jump bag to be ready for the media when you do free publicity for your new business? What do you bring on your media appearances?

Depending on what’s it for. If it’s for CastMedic, then I will have decorated boots that are ready to go in a rolling bag that could contain 15-20 boots. I always have my book ready sometimes for business segments. They love that. They love authors and to say, "Best selling author of [Name of your book]." It is an added credibility not only for you but for them to be using an expert. I have some videos for that on my website.

I would also say that you should know how to do television make-up, that is critical. Local television does not have hair and make-up like they did on the Steve Harvey Show, and I did not know that. So I was down Texas, I was in white shirt and wore my normal make up. I looked horrible, like a ghost. If you want to be this local media expert, make sure that you know what the right colors to wear in terms of clothing. You should not wear patterns on television. Learn how to do your make-up. Have a make-up bag that has TV make-up that is ready to go.

Do you use false eyelashes too? Do you know how to put them on?

Absolutely. I use individual ones. I don’t use the whole strip. I am very lucky that a friend I grew up with has been with Fox News as a make-up artist for 20 years. She taught me a lot on what to do. If this is what you want to do, it is worth making that investment. You can have your make-up done but if it a morning time then it is probably impossible. Go to a MAC store in the mall or hire make-up artists to teach you what to buy and how to put it on. It has to be a heavier make-up. You have to wear a lot of powder and lipstick. Even men. We also have videos about make-up for men. They need to do so as well. They can put a little mascara on their eyelashes and eyebrows.

Powder for no-shine is a must.

We joke about the men’s make-up bag and we tell them what to pack.

I was talking to some stock analysts about make-up. They were all just looking at me. I said, "If you dare, you can even wear a little mascara." Go to your local favorite make-up counter. Get TV make-up because the powder and the foundation is totally different from the normal make-up. False eyelashes make your eye pop and stand out. The kind of colors that are good for you should be solid. No dangling earrings. Your hair should always be done.

It is nicer when somebody else does it for you. It is really important. Just think about the impression that you are giving. If you look good and professional people are going to hire you and work with you.

You always see you wear great colors. I see you in peach and pink.

Know your colors, know what you look good in.

If you know your colors just like Christina wears the peach and the pink which are great TV colors if you can wear those. Choose colors that would look good in you because they really work well on TV like blues. In your website which is and, I love this idea of your PR Press Pass to keep current in that. It makes it so easy because it is current. You said something about spending a lot of money buying lists and then discovering that they are not updated.

BAMD0019 | Get Publicity For Your New Business

Know what colors work well for you on tv when you get publicity for your new business.

I can’t tell you how many times as publicist when I used a database, at that time we were on the phone 24/7. I hated it when there were pauses when I asked for someone and they said, "I am sorry, but he is dead." I heard that so often. I didn't ask how long has it had been since he passed away because the data base promised to have been updated every year. I would just then say I'm so sorry and ask if someone else has taken his place.

LinkedIn is just a great resource just to check quickly. My assistant and I use that all the time. Most media people are on LinkedIn, so if you are not sure if that a journalist is still working for that publication you can just check where they are now. But you could just check LinkedIn for who the right contact is.

I actually just did that. I was updating O magazine and one of the editors that I thought was still there was not. She was working for a new magazine. I checked her on LinkedIn profile. You are right and I found where she is currently. So that is a great idea.

Is there anything you want to add about free publicity for your new business that I didn't ask you? These is all wonderful information. Especially for people who are new, experienced, or those that have been wanting to start in PR who have been holding back for fear or whatever reason or thinking that it is just too much work.

Once you get into a flow it gets very easy. One of the things I would like to recommend wholeheartedly is to Help A Reporter Out. I have goodie boxes from them because apparently I am one of their biggest success stories. I have continued to have success with them. That's how I got on Steve Harvey Show.

I went on another show, Dr. Oz, because I built a relationship with a producer from a HARO query. Just a couple months ago Forbes did an incredible article for both of my businesses. I saw a sales spike in CastMedic and my book went back up to best seller status.

That can be overwhelming. I get that. Three times a day you get email queries and if it fits, you respond. You need to be quick to respond. There are some things that I figured out though, and I have a free PDF how I do it and my success story.

It is a gift and you can download it at It is a four page PDF that shows you a step by step process of what I do like be timely, be brief, address it to the person if they have their name on there. You just have to cut and paste. If there is a good query that fits your topic and expertise, then answer it. I don’t usually spend a lot of time on HARO — just 5-6 minutes per day. is great resource. I actually have client who is using it right now. She's gotten a couple of articles and booked radio appearances which is great free publicity for your new business. Also, she's gotten in some gift guides. It is great but you have to respond very quickly because it is very competitive. You have to remember to put in your bio.

67% of people who responded did not have contact information in them. If you are going through all the trouble to write the pitch make sure to give your phone number and your email.

That seems so basic but a lot of people forget it. Make sure you put your telephone in there if you want to get free publicity for your new business. So if they decide to pick up the phone and talk to you immediately they can. They may also want to look at you too for TV so put your website and blog URL on there.

Is there anything you wanted to add about how to get free publicity for your new business? So it is it has free queries. Which means reporters that are working on articles right now are looking for experts to comment or feature whether on an article, radio, TV show, or a blog, or looking for experts. By the way experts are not about how much experience you have but how well you fit for what they are asking and how quickly you can respond to them and if they can use your response.

Exactly. Help A Reporter is very quick and very easy. Just type in your name and email address and you will start getting queries.

Absolutely. So we have a lot of resources and I will be putting the links that we talked about, in the resources section at the bottom of the podcast episode. Christina Daves’ link is and we will put the other special links in the podcast post as well. So you will be able listen to this and get all these great resources. Thank you so much for all this fantastic information on how to get free publicity for your new business and for your enthusiasm, passion, and excitement for yourself and your clients. You are clear in your advice.

Thank you. It was really fun and I enjoyed it.

Me too.

About Cristina Daves

Christina Daves is a serial entrepreneur who founded and has run five successful companies over the past twenty years. With no resources remaining, she launched her latest venture CastMedic Designs. Christina has taught herself about generating her own publicity, which basically provided free advertising for her business. 

Since you launched that in 2012, you have gotten publicity for your new business in over 250 different media outlets. Including national and local publications. That is a lot of media. Congratulations for that. That is a lot of experience and a lot publicity for your new business. As a result of this Christina launched and to help other small business owners. Together with her clients, Christina has generated seven figures in sales relating to publicity. She is also the author of the bestselling book PR for Anyone 100+Affordable Ways to Easily Create Buzz for your Business.


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How To Respond to HARO "Cheat Sheet" free PDF

Prepare for a media interview

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  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

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    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

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Surprise! Stay Cool During Media Interviews That Are Whack-a-Doodle With Diane Altomare

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Surprise! Stay Cool During Media Interviews That Are Wack-a-Doodle

Diane has been a client of mine to do a media training. I think we did some strategic planning to systematize your website before we worked on staying on message during media interviews. Today, we want to talk about how you’re applying that media coaching to your media tour for your book and some of the crazy things that have happened during that tour. We want to talk about what happens when you have that Oh-my-God moment of, "I did not think that was going to happen."Let’s talk about your very first media interview and what happened and how you were able to stay cool during media interviews that go a little whack-a-doodle.

Thank you so much, Susan! It’s so good to be with you. The very first radio interview actually, I would definitely say, was the most difficult because I didn’t know what to expect in the style of the host which was part of the learning curve. It was difficult for me to embrace.

Every host has a different style, just like people have different personalities. Her style was very, I’d like to call it, unhinged. It was a sort of floaty and random. It was really hard to get a feel for, number one, who she was, what she was going to ask, and what was going to happen next.

Which in doing media interviews, you always want to expect the unexpected, but with her type of style, she would pause in between asking me a question. The way she would say it would be like, “Well, the question that I really wanted to ask you is…” Then, she would leave all the space as if she was pulling it out of thin air, and she actually was. Most of what she asked was not on the Q&A list that we gave her, or the bullet points.

It wasn’t even really related sometimes to the book. The first part of the radio interview within the first 30 seconds, she recommended somebody else’s book as she was introducing me. That was fine, however, it kind of took me off-guard for a moment. I really had to make sure that I wasn’t paying attention to that and rebound from her mentioning somebody else’s book even though I thought we were on the show to talk about my book.

BAMD0011 | Stay Cool During Media Interviews

Clarity: 10 Proven Strategies to Transform Your Life by Diane Altomare

That’s such a great point because if you start thinking about what happened in the past, you can’t be present for what’s happening right now; not letting that bother you. That is really a big thing in being able to stay cool during media interviews. That is a huge no-no.

The more experienced interviewers are, the less you’ll get that. The more talk radio, the less experienced radio hosts are more unhinged. You have to prepare for that and train yourself stay cool during media interviews. Maybe that’s also an opportunity to make a connection to your book. They could say in the future, if somebody recommends somebody else’s book, if you know that book and have to say something about it, or to say what your book covers to that book that didn’t and how your book is different.

Had you done a competitive analysis when you did your book proposal? Have you included that book? As I recall, it was one that was a little older, right?

It was really an old book. The good news was, I did read it. I was really familiar with it, so I knew who she was speaking of, what she was talking about. It really was somewhat relevant. It just took me off-guard. That was really what I wanted to share. It’s being what you said – to focus in the moment and let go of whatever may have happened in the last segment or last minute. Just stay focused and intentional as to what it is that you want to communicate, regardless of what the host does or doesn’t ask, or does or doesn’t do.

When you and I talked about this a while back, you also mentioned that you had to transition from her irrelevant questions into your material, because it was as if she hadn’t read any of your material, and she probably hadn't. Lots of hosts and producers don’t even have time to read your material, and they may not refer to the information that you give them. I know you said you gave them your bio and your Q&A questions but she didn’t refer to that.

Yes, she probably didn’t read the book. In doing subsequent interviews with people who really shared how much they love the book saying, “This is such a winner!”, “I was so moved by it,” or “I read it in a weekend,” it was such a different experience.

It’s just getting experiences and getting to be intentional, be focused on communicating, regardless of whether somebody has read the book or not; or what it is that is asked. It’s important. It takes practice. I definitely got better at it over the last few weeks. I’ve had fifteen or so, radio shows to practice which really helped.

BAMD011 | Stay cool during media interviews

"Just stay focused and intentional as to what it is that you want to communicate, regardless of what the host does or doesn’t ask, or does or doesn’t do," is how Diane was able to stay cool during media interviews that went off track.

That’s really super. Can you remember the irrelevant questions and how you transitioned and were able to stay cool during media interviews? Can you give us specific examples?

She asked me how the concept of inner child relates to a trigger and how do they relate? It didn’t really relate at all in terms of the message that I wanted to communicate. It’s indirectly related so I just started talking about the inner child.

I picked one of them and I didn’t really answer her question succinctly. I shared what it was that I wanted to share about the inner child. I didn’t try to make a correlation. That was something I learned at that moment on the spot: Don’t try to make a correlation to something that you really haven’t thought through. It may not correlate, or it may indirectly correlate, but I’m not going to put myself on the spot in this moment. I won’t try to sound eloquent about it because it won’t come out right.

I just stayed with what I knew. That’s what I learned so much from working with you, that is priceless. Regardless of what it is that they ask, if it’s relevant or not relevant, or they’re trying to compare something that doesn’t make sense, answer the question in a way that you are delivering what it is that you really want the audience to know. I did that really well as a result of working with you.

It’s so great to hear, especially since I remember we talked right after this interview. There are a lot of other crazy questions that she asked that we were laughing about because it was just so off-the-wall and irrelevant.

To have your first interview be like that was both good and bad. You know that. I remembered your publicist saying that she thought you did very well. Obviously, to the listener, it didn’t sound as horrible as you might have thought in your mind, for all those times when you said, “Oh my God! I was just waiting for the other shoe to drop,” every time she would ask you another question. You were like, “Oh no! What could it possibly be?”

In one transition, and I know you know this since I’ve been using it. “I don’t know about that but I do know is...” If anybody asks you a nutty-ball, nut-ball question about something that is so not relevant to what you have written about or that you know about, that’s just a wonderful transition line that can save you in any situation to help you stay cool during media interviews: "I don’t know about that but what I do know is..." Then you move into your planned point which you did beautifully.

Yes, it worked out well but I was definitely having some internal dialogue that was difficult.

Yes, that’s understandable. You eventually get to the place where you don’t have the inner dialogue. That was your first interview so that was a great thing.

Bear in mind, listeners, that to get a copy of Diane’s book – Clarity: 10 Proven Strategies to Transform Your Life, you can go to To book an appointment, you can go to

I know that your schedule is getting really booked. You’re starting to do many more groups. I mean, I know you have had groups before, but are you still doing one-on-ones or mostly doing groups?

I’m doing a combination of both.

She’s got some wonderful programs there to take a look at. If you’re looking for a coach, you can hear she’s very grounded and has a lot of experience in helping people, not just teenagers. Let’s talk about those four areas that you specialize in, because different coaches specialize in different areas. You’ve got a very specific focus on four groups of people but it’s also more expansive than that.

Let’s talk a minute about that and come back to some other of your interviews.

Perfect! One of the groups of people that is really near and dear to my heart, that I work with a lot is adult children of alcoholics. I have direct experience with growing up in an alcoholic home so I can lend a lot of insight, wisdom, and guidance as to how to move through some of the things that come up as a result of growing up in that dysfunction; and how to look at many of the things that you may have learned and honor them as gifts. That is an area that is near and dear to my heart.

The other one is women and mothers who have lost themselves and their identity, because for so many of us women and mothers, we are often spending a lot of time focusing on taking care of other people. Sometimes, we put our own desires and dreams on the back burner. If that speaks to you, there’s something you really wanted to create but you keep putting it off, I would love to help you be able to make your desire your reality.

Professionals that are ready to move to a career that’s more aligned of who they are but aren’t really sure what that looks like. For many people, we get stuck in the identity that we’ve created for twenty years, thirty years; maybe forty years you’ve been in the same career. You know that you are evolving past it, but you don’t know what to do or how to use what it is that you have learned to transition into something else.

BAMD0011 | Stay Cool During Media Interviews

Important to remember in order to stay cool during media interviews is knowing your true self.

I’d like people to also hear some of your key sound bites, just so they know what it sounds like, no matter how someone asks; even if I said to you to tell me a story of someone who really found a gift from something that they considered a trauma before, or a heartache, or something that is super hard in their lives.

I remembered you have a story of the box.

Yes, so the story of a transference box; it’s looking at what it is that we are wrapping our daily emotions in. It is being able to be not only focused on actions we’re taking, but specifically the energy that we’re wrapping that action in and the emotion.

What happens is as we give, and I share this story in Clarity, the gift of our time into somebody, what we really want to pay attention to is what that box is wrapped up in. I give two different examples in the book. One is that you show up with the gift of your time. That box is wrapped up in the most exquisite wrapping paper and it has this amazing bow. You feel loving when you give the gift of your time, and the person that's receiving that feels loved.

On the flipside, sometimes we give our time and that box of time is wrapped-up in red and black-patterned wrapping paper that might be tattered and ripping at the seams. The emotion or the energy that you are wrapping that gift of time in is frustration or resentment. As you give that gift of time, that is what the other person is receiving.

Just by being conscious of what we’re wrapping in our daily actions in, we can get clarity on what we are giving to the other person and what they are receiving as well. It makes so much of a difference in what we are able to create.

You told me a story about you and your daughter.

My daughter gave me a box that is somewhat similar to the one that I just described. It was adorable, she was nine years old. She's my only child. She came home from school with it and it was a Mother’s Day gift for me. It was wrapped up in this beautiful silver wrapping paper that had a beautiful silver bow on it. There was a message on top of that box, I’m going to paraphrase it, but the message really shared that, “Here is a gift from me to you. Don’t open it because inside, it’s filled with love. It’s something that you will always be able to have from me because it’s what I feel for you.”

It was just an amazing validation that what I have written in Clarity two years earlier, it was, to me, a divine message. It was the exact story that I had written in the book that she giving me physical wrapped representation of that box.

I love that story. It’s powerful that you communicated that to your daughter by how you were raising her. Obviously, she hadn't read your book. You hadn’t been talking about it, but that she got that. It is part of your message that’s so foundational; that we are sending out messages all the time, in terms of how we wrap, whether it’s our time, our love, our energy, whatever it is or whoever we’re giving it to. That’s felt by whoever is receiving it in a very concrete way.

Tell us a little bit about some other of your experiences that you’ve had like a dozen radio interviews, radio and print - but you haven't done TV yet, or have you?

I’ve done an interview. It’s not TV yet, but it’s a TV post so I did a video. Yes, I’ve done over a dozen radio shows and some print. One of the radio shows that I want to share was a little difficult to shake. It was just a few days ago. It’s very fresh in my mind.

The host slanted everything so negatively. She would say things like, “Don’t you just think that people just need to get off their duff and just do it? Don’t you think it comes down to the point where people can just get over themselves and just make things happen?”

It took me a moment, and I used again one of the tools that you’ve given me. I just took a deep breath and I said, “That’s a really great question." Even though she didn't ask me a question. I needed to have moment on how I should rephrase it, and I said, "It is true that at some point people need to make a commitment and a decision to do something, but one of the reasons that many of us don’t follow through with the things that we desire in hearts and we want to do, is because we have something that happened in the past that made us feel bad about who we are. We can’t do what it is that we want to do. That’s one of the things that I've shared in Clarity."

I took it back to the book and I said, "That one of the things that I said in Clarity is really how to move through difficult things that happened to your past or the way you interpreted what happened or the way you don’t feel good enough, and are in fear of actually stepping into that next level in your business or in your relationship, or you simply don’t know how to do it." I thought maybe that would calm her down a little bit, but it didn’t.

It’s a thirty-minute interview but I honestly could not wait to get-off the phone with her because it made me feel bad every time she was saying, "Well don’t you think people should just..." She was being really negative and almost condescending of people who can’t get up out of that place of being stuck.

I keep bringing it back to the message, "There’s a reason we feel the way we feel. You don’t want to make yourself wrong for it. You want to look at it and honor yourself. There’s a great step in my book. It’s step 6 – the voice of your emotions. Even if you don’t know what you’re feeling, you can understand how that emotion might be expressing itself. You’ll be able to move through it. So it loosens its hold on you, you can actually start taking action towards what you want to create."

As much as I could, I just kept staying focused on what is the message that you want to share. I kept asking myself that question. Not engaging is the word I would use. I did my best to not engage in her negative energy but it was affecting me.

I didn’t like it. I didn’t want her to keep doing that, yet at the same time, I just had to keep delivering my message. It was a great example of how you move through something that is difficult by just continually standing in the energy that you want to convey and then giving your message.

It was such an important point, and here are three important points here on how to stay cool during media interviews. Number one is you said the title of your book, you never want say, “In my book...” We always want to say, "In Clarity..." and go forward. And then, as much as you could, you did not let the negative energy affect you in terms of influencing the answer, so you stayed on message and stayed on point with what you wanted to convey.

The third thing to stay cool during media interviews is knowing that you cannot control the other person, you can only control ourselves, we can only control our own feelings, our own energy and our own message no matter what the host says or does, or no matter how they make us feel in the moment. Even though she was so strong about wanting to continue on in that own energetic, that you stood firm in your own and continually brought it back to the points that you wanted to convey to your audience. The most important thing is what you want to convey to your audience. Those are three excellent things that you've learned to apply and been able to apply in a difficult situation, because it wasn't a one question thing. It sounds like you were mired in this negativity and you had to keep crawling out every single time.

I wondered too, if it was just her personality, if it was the way that she makes her mark. If I listened to her show again with a different guest, would she be still acting in that way or was it just because our conversation was provoking stuff within her internally - where she was annoyed that some people just don't get it and do what they want to do?

I am not sure what it was, but it was interesting that I just had to let it go. I had to internally remind myself, "Just share what you want to share." It was not necessarily this conscious internal dialogue, it was just a fleeting thought of thinking on what it is that I want to convey.

I do want to share, too, that I know we are talking about all the difficult radio interviews, but I don't want to make it sound like they are all this difficult and that you'll always have to try hard to stay cool during media interviews. For the most part, of the 15 or so that I have done over the past two weeks, I would say 11 or 12 of them were absolutely amazing. They all had amazing hosts, who were all so different, and interesting, and they really wrapped their energy around helping me shine. It was just maybe three or four that were challenging.

Tell us how, in a positive interview where you didn't have to try to stay cool during media interviews, you were able to do something that the host brought out of you that you would not have expected. One of the things that media interviews can do that is so amazing, is that you start to see where people focus. What is of interest to their audience and you start to see a pattern, and if you look for it you can see them focus on one topic that really gives them a good feeling and can really inspire someone. Did you find a pattern in any of the topics that those positive ones covered where you really felt alive and like that brought out a wonderful story?

I really did. I felt like there were many points on the bullet points that we shared that people focused on in the Q&A. I found it really interesting that there were certain ones that people really left out and didn't touch. In noticing that, and I'm so glad you brought that up, because it helps refine the pitch even more to really understand what it is that people are really interested in right now and what is really relevant.

One of the really great experiences that I had was, this host during the breaks would say to me, “I don’t know what it is that you are doing, but I have never been so transparent with my audience before. I am sharing so many personal things about myself and I'm not quite sure why.”

I told her, "It's been really great, and it has been such an awesome interview. I feel like your vulnerability and your transparency is really giving all the other women and moms permission to do the same and really honor what it is that they are feeling and to not be so self-critical and judgmental."

Isn't that really great? Where there is something else going on, because this goes on at so many different levels where you connect. We hope in our heart of hearts that we really connect with someone and that helps bring a connection with the audience. That doesn't always happen. We can't let that influence us either. This is a really wonderful thing that happened, and this is what happens in the best of interviews where there is a kind of way that you connect that encourages someone to be more vulnerable or a deeper person. That gets conveyed to their audience and that's lovely. That's a gift and one of the gifts, I think of doing publicity in that way.

It does open up the host, the audience, and it gives permission for people to feel these feelings that some people think is bad for having felt them, which you have talked about in your book, Clarity: Ten Proven Strategies to Transform Your Life. Our audience can go to your website, To book an appointment with you, if you want to transform something inside of you that even if you feel like you just want more, or you feel like there is something you want to open inside of you, a career, something in your personal life - Diane is as you can hear and feel through her voice and grounded-ness, it's She has group and individual coaching.

BAMD0011 | Stay Cool During Media Interviews

How to handle a difficult media interview

Is there anything else you want to share on your recent experiences, either do’s or dont’s of how to stay cool during media interviews? Or difficulties, challenges, or some wonderful things that you have been able to create this kind of wonderful feeling in an interview?

This was a personal experience, so it may be different for other people. There were taped radio interviews and there were also live, and they were different times and different segments. Some of the radio interviews that were live were 10 minutes or 15 minutes. Some of the taped interviews were 30 minutes or a whole hour. It really, for me, shifted some of how I prepared for it.

I, personally, loved the live interviews so much. I love the feeling of somebody driving in their car, and that they are listening to the conversation that I was having with the host for 10 minutes. It felt so electric to me and I really enjoyed it. I could feel the difference in the energy of the host, when it was a live situation versus a taped situation.

I also did a radio interview where people were there in the studio, and I could feel that that was more alive, that live energy feel. Although live may be a little bit more nerve wracking, in a way, there is also an energy there that I think really carries you. It helps you to just shine. I love it. It was awesome and really great.

It is a combination of the audience, the host, and you, that it creates that - it's not just you, but to think that when you are doing a taped interview, you are really speaking to people in real time in that same way. It is more of an act of imagination in that case than it is when you don’t have to do that. I could always tell if someone did it in a studio or with a live audience, and I never liked the ones in the studio. It seems so rehearsed and so read. Even though the live ones were not so polished, they were much more interesting and much more lively.

Anything you want to share to our audience, to people who maybe is about to have their first time out or tips you have for people who are new or even more experienced that are doing their own media tour or media appearances about how to stay cool during media interviews?

I would love to share about over preparing. What I mean by that is that I had my questions and answers typed up and they were on the wall. They are still there right now. I am a visual person, which is why it is important to understand what works best for you, if you are a visual person, being able to have those little sound bites and snippets in front of you, it gave me this level of comfort. Although, I did not always refer to them, I knew they were there. The energy of that information was there. Although, I would just talk most of the time and try to describe it so that it sounded more conversational than being read, I still had them in front of me. It is one of the ways on how I prepare.

I would have half an hour before the show to prepare for it, and I wanted to be so over familiar with the material, that for the 30 minutes before the show, I would read it, I would look at it, and I would just sit, get quiet, get grounded, be relaxed, and just trust that I will be able to succeed with it.

Being able to have it be fresh in your mind gives a level of comfort and confidence that you need. My left side logical brain is going to know what information that I'm wanting to share, so I'm not spending time being so connected to remembering what I wanted to share and I am just in the moment, grounded, and I'm relaxed and sharing from my heart. The way that I personally get to that place is by over preparing. Or just preparing, for me it feels like over preparing.

That is what I wanted to share on how I was able to stay cool during media interviews, that is essential just to give you that feeling of confidence that you are going to be able to answer any question that may come forth. Even the ones that are picked out of thin air that have nothing to do with your book whatsoever. Which happened once or twice.

People get scared when they are under prepared, and they don’t even realize that they are under prepared. Getting that level of comfort, it's about being prepared, which lets you become free to be spontaneous. Which you do that well, because you know your material so well you don't have to spend your mind power remembering it. You can spend that time and energy connecting to your host and connecting to your audience, and trust that you will be able to access that information because it's been embedded in your mind.

There is actually neuroscience to prove that, when you get nervous, cortisol rises up and blocks your short term memory. That is real science. When you have materials embedded in your long term memory, you can access them even if you’re nervous which helps one to stay cool during media interviews.

It is so important too, because I did a couple of video interviews that were on the spot. They were completely different than the sound bites that I had written down, rehearsed, memorized, and prepared, just because of the way that the host asked the question. It just had to come from almost a different angle, even though it was the same material. But because I had rehearsed that, and like you said it was so embedded, it just came out so wonderfully.

Yes, because it's not about blurting out the exact things that you have written down. It is about being super fresh, as you've said earlier. To make it sound like even though it's the 100th time you've said that, to make it sound like it's the first time. That means you might say it a little bit differently, even if you've got the best way to say it written down.

Jerry Seinfeld, he rehearses every pause and every word to hone his show and that's specifically for timing of the audience response. I think that people who do media start to do this too, and you don't want to do that if you sacrifice spontaneity. I think it's important to have that connection.

Now Jerry Seinfeld, he is such a master at it and has already connected to his audience even through it's not spontaneous, it sounds like it in the way that he pauses. That's the difference. If we hear you on ten different programs, we don’t want you to hear you saying the exact same things no matter how beautifully crafted your sound bites are, we do want that kind of spontaneity or a different twist on a story, or a little something that is the same point but told in a different way.

I think that is part of the fun too, for me as the guest. When you asked what has surprised me, it was that most of the time, I did not say it the same way because the host is asking it in a different way or just because they have a different energy so I would share a different story or something else came to mind. It was fresher for me, and it would sound more spontaneous and conversational. That is the way when we connect to people. Being connected to ourselves is the most important thing, which that is actually step one in Clarity. In order to be connected to myself, I can’t be in my head trying to craft what it is that I wanted to say.

I think that is a really great point, and you have got an enormous amount of practice with that and not everyone does. That's why it's so important to practice that, being connected to yourself. Also not to worry about what the host or audience thinks of you, which is a whole separate topic of trying to gain approval. That connectedness to yourself and connectedness to the other person kind of bypasses that approval devil.

It's really owning that you are the expert in whatever it is that you are sharing. I think it is a journey that we embrace it every step of the way. When we are communicating through media, we really want to let everybody know that we know and we believe that we are the expert in what it is that we are sharing because that will come across.

If you don’t feel like the expert or you doubt yourself in some way, there may be some inner work that needs to be done there to let go of those beliefs, or something maybe happening within you that you can really transform. That's one of the things that I help people do, is clear out whatever it is in the way of you standing in the space where you are communicating who you are and contributing your gift to the world in a way that feels good to you and helps people in the process.

So if you are preparing for a media interview and you feel like you have some limiting beliefs, or any kind of thing that makes you feel like you are stuck or held back, Diane Altomare is the person to go to to be even better at being able to stay cool during media interviews. Is there anything that I haven’t asked you to share before we wrap up?

No, I think it's been an amazing hour together. We covered a lot, and I am grateful for you. I would not have been able to do what I did these past few weeks in the way that I did, without your media training and coaching. It is honest to God truth. I would think of Susan often, it's kind of like a mother, she would be in my mind in the radio interview. That is also the one other thing that gave me confidence, I knew that I had the guidance, the training, and the wisdom of Susan Harrow as the expert in her field, to help me in an arena that I am not an expert in.

I am not an expert in doing radio interviews, I am practicing and I am working on it, I am doing well, but it will really take a lot of time to be good at it. I feel good with what had happened in the interviews, and that was the direct result of the coaching that I've had with you, Susan.

Thank you for that. You can hear on how I adore Diane and how I respect her, because, yes we did a lot of intensive media training, and you did a lot of the work behind the scenes to get that place, and also organize your thoughts and what you want to communicate to people, and practiced the heck out of it. You can hear how Diane communicates in this new way, it's not the same as speaking and talking to another person. It's like taking War and Peace and putting it into a haiku. It's a different language.

I want to praise you for taking things seriously and putting them into action way before your book came out. We've been working on this last year, so Diane has been preparing for that and letting it sink in. She wasn't preparing a week or two before her book came out, she was preparing as she was writing it, she was taking things from Clarity and seeing what stories she wanted to tell, what sound bites she wanted to craft from that and which new ones she was going to tell. Some of the experiences come from the book and some experiences come from her current clients. All this allowed for her to be able to stay cool during media interviews and not be tripped up by whack-a-doodle questions.

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Stay calm during media interviews

Things are constantly transforming and some of the work I have been doing with teenagers and parents is really becoming profound. Step 6 in Clarity is the voice of our emotions. It is a powerful that I am giving parents to utilize with their children because there is a lack of communication. There is a disconnect.

The parents don’t know how to understand what is happening with their child, and the children don't know how to communicate with their parents either, other than they don't like how they feel, they don't like what's happening at school, they don't like how the parent is responding or doing something of that sort. Being able to give the parents the tool to teach their child how to communicate and how to share their emotions is not something that everybody knows how to do.

That really is one of the ways and one of things that has been coming through as I've been doing book signings, as I have been talking to people, as I have been doing radio interview, that is becoming a really important part of who I am helping and who I am delivering my message to. It's really been birthed as of very recently. It's an amazing journey and I've been learning so much along the way and I'm really incorporating that into what I'm sharing. I really think that's what makes it so fun and fresh and alive. I'm just really consistently connecting with where this book wants to go. I'm connecting with that and just listening too, and letting that energy just carry where we are going to go and what we are going to do.

That's so remarkable because I think that some people really try and constrict that. To be open to, and like you hadn't worked with that many teenagers and parents before, you had grooved in some different niches, but this is what happened. And as it happens, you are growing that part of your business and you are touching that part of your audience, and as that expands, the more you talk about that in your media appearances, the more it comes in. The more opportunity you have to expand that part of your business. I love the fact that media is transforming your business as you let it into the areas that are really interesting to you, that really resonate for you. That are obviously really resonating with the parents and the teenagers too, that's the two way street. It's opening a door that resonates with new audiences and that it sparks something new in you. I think this is really beautiful.

It's amazing, a really good feeling. It is being connected to ourselves and being intentional is important. Paying attention to what is happening and what is going on is what feels right. It allows us to open up. It is amazing.

Thank you so much for being my guest to talk on how to stay cool during media interviews. Diane Altomare’s book, Clarity: Ten Proven Strategies to Transform Your Life is something that you can get at just go to her regular website which is 

Thank you so much for talking about your fantastic experiences and how to stay cool during media interviews. A lot of things that you have said, will surely set a lot of people’s minds and feelings at ease to know what you have gone through and to hear some of the wisdom that you shared in your own experiences. Thank you for that.

Thank you Susan, it is so amazing to be with you as always.

About Diane Altomare

Today, my guest is Diane Altomare and she is the author of a fabulous new book called Clarity: 10 Proven Strategies to Transform Your Life. Diane is an integrative life coach to thousands of people, including teenagers worldwide, and for the past 16 years she’s been a beloved motivational speaker, a national keynotes speaker, and a workshop leader.

Through those talks, she has also helped thousands of people transform from a limiting past to an inspiring future. I love that phrase, by the way. She has been featured on radio shows including I Heart Radio. She contributes to Finer Minds which is an online resource for personal wellness information and enlightened ideas.

Diane received her certification as a Master Level Coach from the Ford Institute of Integrated Coaching founded by Debbie Ford. She divides her time between sunny in beautiful California and Rainy Seattle, which she describes as the best of both worlds.

I wanted to let you know that you can get a free excerpt of Diane’s book at her website which is + some bonus gifts. If you want to work with Diane directly, which I highly recommend, you can book an appointment right on her website at


Hire Diane to work with you or your teenager or join her course

Take Diane’s online breakthrough courses

Buy Diane’s book + get your bonuses

Download chapter 1 of Clarity

Want to prep for a media appearance or book tour? Let’s chat!

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How to stay on message and stay cool during a media interview

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    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

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My Dr. Oz Experience With Laurie Forster

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My Dr. Oz Experience With Laurie Forster

Our topic today is How You Can Get on Dr. Oz Show - by learning from someone who did. I’m here today with Laurie Forster the wine coach who's a national speaker, a radio show host, author of The Sipping Point, I love the title by the way and great pun on words. She is at Right now, as per usual she is on a tour. She’s touring all over the country. If you want Laurie to speak to your group, in your city, just connect with her at Welcome Laurie, it's so great to have you here to talk about how to get on Dr. Oz. You are a former client of mine and you have made such amazing progress that I wanted to invite you on because you were able to get on Dr. Oz

That’s so big.

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Thank you. The Sipping Point is my title I created after reading your How to Get Six Figure Book Advance book.

That whole section on how to create a title?


There are tips there how to come up with great titles. I am glad you liked it. It’s really clever and it is obviously something that people would remember especially with you and wine.

I am glad to be here to talk about my experience in how I was able to get on Dr. Oz.

You told me earlier that you did not send in a pitch to get on Dr. Oz. They contacted you which is really wonderful and remarkable. I think it is so important to have your materials prepped, your website, your information that you are out on the Internet. You need to be easy to be found because often times today what producers do when they are looking, is they go to Google and they go to the Lexus Nexus and Dow Jones databases to see who has written about it before that experts, and vet them. How did they find you?

That was my question not with the first interaction with my producer but certainly at some point I asked her how she found me. She said she Googled, “Wine expert New York City”. Which I think is in some of my keywords on my website. I travel all over the country doing what I do. I visit New York frequently. The cities that I work in a lot are in my search terms. After she did that, she found a segment that I have done here in the Arlington, Virginia area on WJLA to an ABC affiliate, how to drink like Olivia Pope in Scandal. I do not know if you are a fan of the show.

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I saw that on your website. I thought it was a good tie to a celebrity.

I had done the segment because red wine was almost its own character in the plot of the show. Olivia Pope has big wine glasses and always drinks this amazing red wine. She is very fascinating when she talks about it. Her father is part of the whole wine drinking association. Anyway since they saw the segment on ABC, they loved it and said that we need to have her in the show. It was thrilling to have them find me in that way. In fact when I first saw the email the title was, “Upcoming Dr. Oz Segment” I almost deleted it because I thought it was probably one of those emails sent by someone not affiliated with that show and selling all kinds of supplements and weight loss drugs. I almost deleted it, thinking that it was spam.

I will recap quickly what you did that lead to get you on Dr. Oz. Number one search terms; even if you are not from a major city, Laurie put in New York City because she’s nearby and she visits there a lot. That’s really important to set up your search terms in that way. So it is great locally anywhere because sometimes people are looking for you at a TV show in a particular city and they don’t want to pay your travel. So they are looking for people in a particular city. Second thing that you did right was create a video in connection with something that is super popular today which is Olivia Pope Scandal show on TV and connect it to wine.

She did it well by the way. I watched that segment and remembered that you really had that huge wine glass there which was really funny. It was really smart. You did your research. You did not just do anything without knowing. You did your research and connected it to something that is super popular, amusing, and interesting. You had the segment up on your website. I think it is on your home page. So the Dr. Oz producers can see you right away and see that you are mediagenic and the want you to get on Dr. Oz. They already know because you handled yourself on that segment, they already know that they can count on you to be lively and entertaining for their show.

They said that to me while I was there on the day of the segment, "Just do exactly what you did on the video that’s what we want you to do. This is no different from any other segment you have done," which of course is not how it feels inside.

Now you know they called you and they want you to get on Dr. Oz, their show. What happened next in terms of your conversation with the producer? How did that play out in terms of plotting the show together?

They had a basic idea of what they wanted the segment to be. What wines to drink or avoid based on your house ailments. They asked me if I was willing to help them with the segment and to be on the segment, so of course I said I will. Right away, Thursday as I remember, she put together the notes and I worked on it that day, I happened to be in the office. We went through talking points of each of the ailments and allergies, weight loss and headache are the things that we focused on and coming up with why you want to drink these wines and why avoid these others. Putting all bullet points for that, and I had all of that for them by the next afternoon. I definitely went after it and we also scheduled the taping for that Monday.

They called you to get on Dr. Oz Show on Thursday and you were on the show on Monday?

Well they called me on a Thursday. I traveled to New York on a Monday and for taping Tuesday morning.

Got it. That’s a pretty quick turnaround to get on Dr. Oz. Did they have the idea for the segment? Like did they know that they wanted to focus on allergies, weight loss, and headaches?

There was a fourth which was heart health. But they have already done some coverage for that in the womens’ heart health month, so we cut that for timing because it had already been covered. They already had this idea that they wanted an expert who could speak to which wines should be best to drink and avoid. I went about getting all the information and the backup which types of wines, not brands, so between Sauvignon Blanc or Chardonnay.

You did all the leg-work to get on Dr. Oz for them. They wanted three topics and you researched the wines and created some talking points for them within a day. Good thing that you were there because it does not happen as fast. Did they tweak them with you? Did they have a conversation call with you and after that was everything done via email?

Yes. After that everything was done through email. They tweaked and added some general wine questions. If you go to the segment recording is there. You see Dr. Oz is asking questions about serving temperatures of wine and some other basic wine questions were also inserted. They created a script from the talking points. I never had the visibility to the script, but I know they created a script for Dr. Oz's talking points about it.

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Did you set up the props too, was that something which you did for them? I think it something for others to consider if they want to get on Dr. Oz or a simillar show, is the props.

I brought three wines, the wines that you should drink rather than avoid, for each of the three ailments but they make it a practice not to share branding on the bottle. So what they did was, they called it greeking, I had not heard that term before but basically the bottles I brought they created artwork and labels for it that just said Sauvignon Blanc. So that none of the branding was visible on the bottle. I brought three bottles and they covered them up with special labels. They went and rented in the wine store some shelving and a bunch of wine bottles because we set it up like a wine store. If you watch the segment you will see exactly what I mean. There were three stations.

That’s great. There are other things that I want to say about that when you get on Dr. Oz. Sometimes it’s actually the opposite. In some shows there are what's called product placements. The product is being paid for to play sit. It sounds like Dr. Oz does not want any extra advertising or free advertising for the wines. It may be a matter of policy or issue.

Every show has their own policies whether they are doing product placements or not. Or if they are doing greeking which is not to show private labels when you are talking about particular products. So for you, knowing that you are going to get a lot of people going to go to your website and wanting you to hire you for speaking or listening to your show, how did you prepare to get on Dr. Oz show before you went to the show in order to maximize your publicity?

Certainly prepping for the segment itself I have a process because I do a lot of regional media already here in DC and Baltimore even on Chicago in WGN. I have a process of creating my talking points, running through all of those, and how I set up in my mind each image perfectly in those three stations. Even if I add one table I always have three spots and three talking points that I have to move to so it seems to work. Three is a magic number.

I did a lot of going through my segment in my mind and the sounds, lights, and little light sandwich which is a trademark technique of mine for people when trying the food and wine together and I really wanted to make that part of it. Since it is something that people always seemed to enjoy and remember when I am doing corporate events or fundraisers. In my mind I had the talking points. Here it would be great to talk about the wine and sandwich. Here it would be great to talk about red wine room temperature but it is really room temperature and medieval castle. That’s a funny thing that most of us don’t think about. Red wine needs to be chillier than we think.

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In addition just because you are on TV, regional or national, I heard from many people that it does not mean that immediately the phone is ringing off the hook and your website is shut down then you break the internet. That’s what we hope for, but it is not always true.

But I knew this would be a huge credibility factor and a sales tool for me as a speaker and doing what I do. So we put out an email to our list alerting people that I was going to be on the show. Mind you, just need to give everybody some time reference, I got the call and email on February the 5th and then on Tuesday the 10th was the taping, but my episode did not air till April 21st.

Did they let you know that it was going to air later?

At first they said that it would probably be in the next few weeks and that they will reach out after a couple of weeks. They said well if that did not fit we will let you know. I just lightly kept in touch without being a pest to find the date. I did not want to announce. I did not really make a big deal about it with anybody until I got the date. Because I have heard from other people that there are cases wherein people taped segments that never actually ran.

I did not want to jinx myself or get ahead myself in announcing something without a firm airing date. I think the Friday before it aired we got the A-OK that it was confirmed and that’s when we put out an email to our list and network that it will be airing on Tuesday 21st and tune in. W also followed up a week or so afterwards with, "Hey it is just there if you did not see it live on TV.

So you are marketing to your own people for credibility, remind them who you are, look at Dr. Oz, and also the information inside the segment. It would be a booster for your own client list to have you in mind or competing with someone else who has a really big name, booking in the next speaking engagement or hiring you personally. This can be something that can be tipping point to having someone choose you instead of your competition. You have been as a guest on Dr. Oz and you did so well on it. They can see how poised you are and speak in their event or work with them. Do you work with people personally too to do some wine coaching with individuals?

Not necessarily. I do some private events that might be milestone birthdays or anniversaries but most of what I am doing now is appreciation for corporations like MetLife, Merrill Lynch, or fundraising where people are really trying to raise a great amount of money for a worthy cause and wine can be such a great tool. It is a great experience at the fundraiser and create an upscale theme around the event. That’s the lion share of what I am doing.

Client appreciation corporate events, fundraisers, and anywhere where wine would be a great tool and enhancement for their particular event.

You know a couple of years ago I did a little stand-up comedy training and improv. Humor is a big piece of what I incorporate along the way with the wine education. Just a quick and much more entertaining experience for people who do wine tasting. That’s my goal: to get people sipping great wine and laughing. I think I got that both.

You did. I definitely noticed that. I have forgotten about your stand-up comedy but TV producers want humor as well, especially the ones that want you to get on Dr. Oz. They want their audience engaged whether it’s humor or pathos, they want their audience to feel. You don’t want to be crying in there so this is a great opportunity for people to feel good about understanding some of these nuances or these health challenges in wine you did that beautifully. 

Social media is another big way that we promoted that the segment was coming up, that I was able to get on Dr. Oz, and after it aired just get that out to our followers. Even informed people who are not aware of what I do.

Did you give them your bio on how you wanted to be introduced as well? It is usually one line.

I did give them a bio. I am not sure if they used it. I was introduced as Laurie Forster, the wine coach. After I watched the segment back, and this is such a huge thing that happens to me all the time, is that I was introduced as Laurie Foster not Forster. Laurie Foster was on the screen and on the website.

One quick thing as something for everyone to learn, you need to work with the producer to proof your chyron because that chyron goes on the screen. You just want to ask the producer to run through with your introduction, my bio, and my chyron. That’s something you want to do with them before the show. They can change it really fast in the back.

That’s good to know. I wish I knew that. I did not even catch it because I am so used to it being done wrong. I just didn’t focus in on that when I watched the segment the first time on TV, and then I looked back at it because somebody took a still shot of me. And I thought, "Oh no, that’s not my name."

BAMD0005 | Get on Dr. Oz

When you get on Dr. Oz or other TV spots, work with the producers to proof read your chyron for name typos especially.

I hope you contacted them afterwards though just so they can correct it. They can’t correct it on the show but they can correct it in the website. I would definitely reach out for that. Just for your information, maybe not Dr. Oz, but some shows do allow you to have an article on the website to continue the learning of the audience. Then they link that article to your website.

That’s another thing that you want to touch on ahead of time to see if they would like an extra article that would add some of the things that we can’t cover in six minutes. In that way they can drive people to their website and then from their website you can drive people to your website. Within that is the opportunity where you can offer something free, like 5 favorite wines that won’t give you a headache that they may - and you have to clear it with the producers, but if it is not on their website you may be able to encourage people to go to your website with a list.

People like to know the brands and the types of wines. That is maybe something that you could keep in mind for the future. To be able to do that here to give your favorite wines that might not give you a headache, make you lose weight, or good for your heart.

That’s a great point for the future.

Take us through the process with the producers. What it was like from start to finish. You have given us a sense of what happened with you beforehand and the back and forth process which is difficult on the TV. I just want to reiterate something that you have said, which is they may have an idea and segment in mind and ask you to flush it out. You are coming up with the question, Laurie, and you came up with three.

The other thing she mentioned, which was really brilliant is that she gave herself three physical things to do to help her take through the points. Dr. Oz has three different tables and three wines so there are all that goes with those three different things. That could be a great help for you if you are nervous to have that kind of physical grounding and also the props to help you move through with the three points that you have to cover quickly. That’s great that you already developed that for yourself and go through it in your mind.

I will also recommend to go through it out loud because Laurie is really experienced. She is up and talking all the time. You know what I mean. It backs up in your experience. If you don’t have this and you are not used in talking in front of crowds, and I mean, Laurie has got her own radio show. So she’s very fluid in that. She didn’t need to go over this exact point because she made them over and over again in different circumstances and she just packaged it a little differently for the show. Is that right?

Yes. One of the things that was different is that I am used to being behind the table in many other shows or a station where they have their culinary guest or segments. You are already in place with the host or hosts, sometimes there’s two, whereas in Dr. Oz you walk onto the set. It was funny. I watched it back I do not know if you could tell. It was a split second, we leaned in to shake hands. We had run through it in the rehearsal round. But for a second I thought that he was going to kiss me on the cheek. So leaned in a little bit further than I normally would, because I was trying to read the signals. It was more in my brain than it came across on the screen.

Got it. Sometimes you might run through it in rehearsal but happens a little bit differently when you are actually doing it. That’s just the way things work. What was it like in the green room? What happened in the green room? The green room is the waiting room where there is a TV screen so that you can see what was happening before you. What was happening back in the green room for you?

They did set up a hotel room for me because I came in the night before and a car service to pick me up which was wonderful. We were met at the front. We were brought into a dressing room. They have several dressing rooms for the guests. Other than the usual green room which I was used to, I had my own dressing room where the costume person comes in to see what you brought. They are very specific about wardrobe choices for Dr. Oz. So you’re given that in an email previous to showing up.

What did they want you to wear?

Light colors on top. Dark pants or dark denim on the bottom. If you want to bring a bicolored dress you can. They prefer flats, no heels. Although the two audience members with the ailments that came up to be on the segment with me, both had very high heels on. I looked like a dwarf. They were just very specific. So when I went shopping that weekend to figure out what I was going to wear it was a bit more challenging. No black and white on top, no graphics. There is a lot of things to think about.

You were pretty casual. Why did you not choose to wear a suit or something like that? You were pretty casual, top and pants.

I was disappointed because I wanted to wear a jacket, it was royal blue jacket, and they were very adamant against wearing the jacket.

You brought the jacket and they did not allow you?

They really prefer not to. I wished I had the jacket. We thought it was best just the top. It was interesting. What do you think I should have done?

I would have asked them why they did not want the jacket. Is it a matter of fit? Sometimes when you get on Dr. Oz or other TV shows they want the jacket super fitted because if it’s bulky it does not look good in TV. So if it was not a super fitting jacket they probably did not want it because it does not look good in TV. When I say tight I mean tight. Your clothing is typically tighter than you would wear. It is very form fitting unless it is not flattering but that’s what a jacket for. It is to give you a nice form fit. It beautifully hides all of our flaws, which we all have.

Also when we go on TV there are some things that help our form along, and if it is too tight people can’t breathe, but some sort of contouring and shaper is helpful on TV because everything shows up especially if you are sitting down. But if you are standing up too, you can see the bra lines and TV is unforgiving. I always recommend shapers, I forget what they are called, in order to smooth things out. It can also take off five pounds in places where you need it. It will smooth out a line that is not flattering on TV that we may not notice in person.

Getting back to your question on what to do you might have said, something like you will feel more comfortable and relaxed in the jacket. Therefore it becomes less about the look and more about how you are going to perform as a guest. Which they would be more sympathetic to. Like, "She’s going to be less comfortable so let her wear the jacket."

The other thing to do when you get on Dr. Oz and other TV shows sometimes is to bring several choices. If they don’t want the jacket you can say how does this one work? You can pop on another one. It is not a matter of wearing the jacket, it’s a matter of wearing which jacket.

I only brought one jacket but several tops and several pants. That tip you mentioned about bringing jacket options, would be useful in the event that they do not want you to wear your favorite jacket, but you have to be comfortable in your skin and have the outfit choice that is good for you.

That’s also one of the sticking points. You want to be represented as you want to be represented, not necessarily how they want. Yet on the other hand they know what colors and background play best on their set for the lighting, the makeup, and their own brand. So it is like a melding of that.

That’s where the questions come in first when you are in the phone with the producer. Running by questions and style to be able to see things like that. Would they prefer shorter form fitting jacket, if they say denim is fine, check about low rise? You do not want to get there in a low rise and they do not want it that low perhaps. You are always welcome to ask those kind of questions ahead of time. In the future that is definitely something. What else?

I had my own dressing room, the costume person comes takes the item that you’re going to wear and had them pressed and de-linted. I bought my own brush but they did that for me. We went down and had one run through with the producer, verbally, on the points that we were touching on. I was brought down on the proper time for a walk through. A rehearsal where we were just standing very businesslike no real major chitchat. Here’s where you come out. Here’s where you move to the stations 1, 2, 3.

Did they mic you up before you went to the run through or when you are about to go on?

We did in the run through. I did not wear a necklace because I was afraid that it will interfere with the mic. We did the run through, went back to the dressing room, and they ask for you to come camera ready hair and makeup. But they have people who add to what you have. They did more blush and fluff up the hair.

Did you do your own makeup to get on Dr. Oz?

Yes but the makeup artist added to what I had done. That is where I met the two audience members that were part of the segment as well. They were also in hair and makeup. From there, a little more waiting and then to the actual segment. Certainly I was coordinating props. Making sure that they had the right amount of glasses and pouring the right amount. So maybe I was more complicated than other guests because we were also trying to show portion control which is also a big problem in wine tasting. We think 3 ounces is a lot bigger than it really is. That was a funny part of the segment with the size of the glass and how much someone drinks.

That’s an interesting point to, FYI, because it's your segment is as much as theirs. You want it to run smoothly and the details that they might not know about. Let the producer and host know what you are planning to do so that they will not be surprised and they can play their part well. That is a part of the courtesy of being a great guest when you get on Dr. Oz. For the show itself what did you think went well? Anything else unexpected?

I think I appeared very relaxed in the segment. I was able to cover the all main points that were part of my talking points, as well as get in a few other trademarks like the wine sandwich and some other funny pieces about serving temperature and other information that other people might not know about wines. So I think I did that well, but Susan you have to tell me.

Yes. You were really relaxed and funny. I think you did a great job. You were very informative. I learned a lot too, so I thought you did that very well. If there was one thing that I might suggest for the next time, just make sure that you would incorporate a story of a corporate event or a fundraiser so people will know that they can hire you for that. Within talking about the wine sandwich you might have said something like, "In corporations when I speak to groups of client appreciation, one of the things that I tell them is that your wine goes with your food, in a sandwich." It is as simple as that. So it is not overly promotional, it is just letting them know that they can hire you for corporate events.

I also wish I had mentioned my book. I don’t think I did.

I think you can do that with your book for sure when you get on Dr. Oz. Ask the producer ahead of time if it is something that they can show because they might have been able to show your book. They can introduce you as Laurie Forster the wine coach, author of “The Sipping Point” and then they can flash that on the screen either with a b-roll or have it on the set itself.

These are the live and learn kind of things after you get on Dr. Oz and big shows. It's good to reflect what went well, what you love, compliment yourself about it, and give yourself a big pat on the back and then say what would I do differently next time if I get on Dr. Oz again, what can I learn from this, and what could I shift to make my next appearance better.

Is there anything you would want to do differently next time? You would mention the book. You want to send them an image. You also want to have that on a flash drive in case it is better for them on a flash drive. You might always want to have the flash drive with you with the cover of your book saved to it. Maybe some b-roll even though they might not have planned to use it.

If it is a really good b-roll they may even spend 10 seconds using your b-roll which would be great. From a corporate event, for example, to show you in some unusual situation with your wine. Something funny. Even a picture of you doing standup. I would definitely create a b-roll for next time you get on Dr. Oz and put it all in a flash drive with a cover of your book, and anything else that is trademark you. Anything else you would have done differently when you get on Dr. Oz if you had your way?

The main thing was incorporating that, casually, the corporate event or when I do a corporate event, mentioning my book, and coming prepared as you said with the graphic and asking if it could be on set. I think in a way I was thinking I don’t want to give them any reason not to have me back. Follow everything to the letter including the wardrobe that was my strategy.

Did you pitch them a segment while you were there to the producers so that they can ask you back the next time?

I did not. They sent me a nice email after saying how well they thought it went and I said I would love to come back. I did not pitch anything. Maybe I should have by now.

I think it is a bright idea. You want to do it while they are loving you. The sooner you do it and be fresh on their memory, the better, because they have so much on their minds so they move on.

Right. Good point. No time like the present.

No time like the present. Sometimes you want to do it right then after the show. You want to have your second pitch ready to have it booked. Right then and there. It’s like here are three other ideas or segments to use to get on Dr. Oz again. Then run it by the producer after the show at the appropriate moment. If you can get it in the book.

I just want circle back and say you are a really lovely guest. You were so relaxed. That’s probably one of the hardest things when you get on Dr. Oz and big national TV shows, to be relaxed and casual because an uptight wine coach is not. You don’t need that wine to make you more uptight. Your personality came out and your knowledge came out. The most important things came out. These are tweaks that we are talking about the next time you get on Dr. Oz. Each time you are just going to get better and better but you were a lovely guest and I can see how they would want you back. When anybody else sees that segment you were able to get on Dr. Oz, I think it is a great example of your personality and your work.

BAMD0005 | Get on Dr. Oz

Let your own personality shine when you get on Dr. Oz.

Can I ask a question? There are a couple of other shows that I have been developing relationships with the producers and certainly interested on being on. How do you best think this can used for everybody else on the line if you have a segment like this that you feel is a great representation? How do you use that to connect with producers on other shows?

The first thing to do is when you are pitching them, just put a link in your pitch to the video on your website. I know you have it on your YouTube channel, I would have it in your website. It could be embedded in your website and you might have it in a blog post about some of the experiences that you had or some information surrounding that on your website that you do corporate events, that you are available for fund raisers, have that all sort of surrounded around that video.

I would have it in your press page with your bio and your picture. You can direct the press that you want, to that page with that video on first and foremost because that’s really prestigious. They can preview you quickly. The one where you did the Olivia Pope, I would have that one out on the same page. I do not remember what your media page or press kit looked like but that is the order that I would put that in. Dr. Oz then Olivia Pope segment so that they can preview you.

I would pitch them and just say that you were on Dr. Oz. Pitch a different idea or spin on that idea. Do you have any stats of the popularity of that? Was it a particularly resonant show that resonated with the audience? You can say that for the pitch for the other people that you want on the show. It could be a particular thing like the allergies were harder than weight loss or the headache was harder than health.

You could pitch it like in one segment with those topics and go into more details. If there are any stats that you have in terms of what resonated most with the audience and the audience wanted to know, you can actually say that in your next pitch. Get stats on it. You can get it from the Dr. Oz segment. You can also get it from the Internet. Most people Google allergies more then weight loss or weight loss and wine. Whatever that is or if they are equal. I would get stats to back it up to create that.

You could also use the Olivia Pope segment once in a while if there is anything timely. Does Downton Abbey have a lot of wine in there? I mean I might create a segment around Downton Abbey, elegant wines that we still have, what’s not available, the closest thing to Downton Abbey wines, or how to drink wines like Downton Abbey. Any kinds of those things that are hot in the culture today. 50 shades of one type of wine for seduction. You can go on and on with the cultural kind of stuff and have a lot of fun with it. Did I answer your question?

Yes. Thank you so much.

Were there results in your appearance after you were able to get on Dr. Oz? You said in the beginning which is true, sometimes there is an immediate rush, sometimes there’s not, sometimes something happens later when someone hiring you says that I saw you in this segment and that’s the reason why I hired you over the other people I was considering. It happens in all different kinds of ways. What has been advantageous for you after the appearance that you were able to get on Dr. Oz?

We definitely got traffic leads on the website from it. So I know people were reaching out, maybe even people that were already aware of me but it was some sort of tipping point. To bring that back to the conversation, they were already aware of what I do but then after the Dr. Oz segment it was another reason to reach out to me for an event. Certainly communicating to our list before and after the segment has also generated a lot of people, either past costumers or people that we chatted to before but have not closed deals with. That’s certainly has been great.

Did you actually close any deals or is it more that you are having those conversations with people again?

We are closing deals every day, but I do not know how many I close that I could 100% attribute to the fact that I was able to get on Dr. Oz Show, but certainly I know that we have gotten leads. I have a person who does my bookings. If she was on the line she could tell us more, she knows better than I which ones actually came after seeing the segment and that should be something that I should probably find out.

I think that that is a great thing to track and the other thing in terms of results. Did you have an optimum lead magnet in your homepage for people who might not be ready to buy or hire right now, to connect with them later? I know you have "Book now" up there but did you have a particular lead magnet up there specifically for Dr. Oz?

We did not but maybe I can put that one in my next time what to do better category when I get on Dr. Oz or other big shows.

You can have something like lead pages to pop down or pop up that says viewers of Dr. Oz can get special excerpts from your book, get my favorite wine, or the ones I could not talk about on the Dr. Oz. You want to give a teaser here. My favorite wines that do not give allergies or headaches that I could not talk about in Dr. Oz. You might want to give those kind of teasers because you have a very specific niche which is wine lovers.

Right. That is something.

Not everybody is ready to buy or hire you right now. But you want to sell that wine. You want might want to reconnect with them when you pitch your next show since you sound like you have some shows in mind. Which is great thing to do by the way. Once you have been able to get on Dr. Oz or any other of those big shows, immediately pitch to other high profile shows. That’s the time to do it. Right away for other shows. Get some ideas together and pitch while it is hot. That’s a great thing to do. Just keep your good PR rolling. Do you have any other plans to leverage your appearance? Because you said that you are going to pitch to other shows.

Absolutely. Certainly we have added it to my press page as you might have mentioned earlier so that is the front-center video on my homepage as is now. We have three boxes to show people the main things that I do. Speaking. Media. Wine expert. The media personality box has a picture of me on different TV shows. Right now my web person will be replacing that with the Dr. Oz picture so that will be front and center. When you click on that it goes to the page with the clip of Dr. Oz. those tweaks are being made this week. I have changed my bio of course when I am being introduced to include that.

Have you included the logo of Dr. Oz in your media cloud?

Yes, I will.

Because that is an immediate kind of thing. You can put the logo on there. That’s a good thing to do too. You might want to think about putting your signature line in every email. Have you seen me on Dr. Oz? And put a link to it. There are people that might not have seen the segment that you were able to get on Dr. Oz in your list and since it is still fresh I would absolutely put that in your signature line at the end of every email as well as your book.

I get a little sheepish like people might get sick of me talking about that segment. I am not trying to overdo it. But I am sure as a PR person you are going to tell me that there is no such thing.

I can see you rotating it, that you were able to get on Dr. Oz. When you got a new one in there you will switch it out. But right now it’s still pretty fresh that you were able to get on Dr. Oz. I think maybe a year from now I would switch it out. But right now I think that that’s really terrific. Is there anything that you want to add that I have not covered?

The biggest thing was just a year before, I was getting frustrated, especially with wines, there are very few outlets on morning TV where you can feature wine and alcohol. So I just made a deal with myself that I was going to do as much local/regional TV as I could and still be able to maintain the rest of my business. We all know that doing these TV segments are an unpaid part of the business. But I wanted to do as many as I could and do it as well as I could. Then hopefully someone would take notice. I guess it worked, so don't discount your local market. Do what' you can in your local market and then adding that to YouTube is how I eventually connected with the producer.

That’s a really terrific idea because a lot of people want to go straight to the top because they know they want to get on Dr. Oz or a similar show. It’s natural like, "Let’s go to the top, let's get on Dr. Oz." Laurie you have actually quite a lot of experience since you ventured earlier in terms of talking in front of an audience, having your own radio shows, so you are used to speaking right now. That is really a skill developed over time that is not developed in one week.

The other thing is you have done a lot of local TV, before they wanted you to get on Dr. Oz, so you are used to the pacing of it and used to what is involved in it; everything from getting the right outfit and the right colors, how to manage your time, your movement on screen, as well as integrating that to your props and your information and also the sound bites that are going to drive the kind of business that you want.

So local TV is a really fantastic way to practice that before you get on Dr. Oz and big shows, and also like Laurie said it is a way for producers from bigger shows to find you. Because they would want to know if you are mediagenic and that you can handle yourself in a very short amount of time which are local segments are therefore you have 6 minutes as well. So before you get on Dr. Oz, they can get a sense of you on how you manage your time as an experienced guest. That’s what they want to see. You can be fascinating, funny, and entertaining if that’s your thing then fine, but you could be one who’s knowledgeable and one who can command attention to your topic.

Doing some of those segments and finding a media clips service where you can buy the video and have it in your YouTube channel because you don’t know if it will exist out there forever.

That’s a great point. I recommend that you embed it in your website and may need permission for that. I know we did for CNBC. But now it exists on in my website so they can’t take it away. You don’t want it to exist only on their website, you want it on your website. Because if they let go of it you will not have any access to it unless you buy it. How much was it?

The clip service that I use is $95.

You had a clipping service so you did not have to buy it directly. Just an FYI to people out there, you can buy it through a service or sometimes I believe that some shows would sell it to you directly. Is that right? I don’t actually know quite frankly. Sometimes they will give it to you and sometimes they won’t give it to you. Just the permission to have it on your site or have the option to buy it if they won’t allow you to do that if then part of their product plan. Thank you for that. That’s really important because you don’t want to have a fantastic clip and have it go away and not have control over it.

Thank you. This has been incredibly informative and helpful to everyone listening on how to get on Dr. Oz and what that experience was like. We are talking to Laurie Forster the wine coach, who is a national speaker, radio show host, author of The Sipping Point, and You can see where she is appearing and if you want her to see if she is in your city you, could actually book her for an event in your city, for your group, your fundraiser, your corporation or your private group. Do you have size or limit? Do you have a minimum for a private group?

I don’t. If we have an event that would include me preparing the event, hosting, and speaking at your event. I do some speaking at women’s conferences. I have talked about how to create a recipe for your delicious life and I will come for any number of people, it depends if you want to budget and have me there. I love group of sizes from 25-300.

Excellent. At the you could see where Laurie is appearing in your city or nearby, and even if she’s not, if you want her in your city she can be your fabulous guest. Who does not love wine with food, right? Thank you very much it has been great to talk with you again about how to get on Dr. Oz.

Thanks Susan.

About Laurie Forster

Laurie Forster is one of America’s leading wine experts and author of the award-winning book The Sipping Point: A Crash Course in Wine. Laurie is a Certified Sommelier, National Speaker and TV personality who is not afraid to tell you her first wine came from a box. Her edgy approach to demystifying wine caught the eye of major networks and led her to guest appearances on Dr Oz, FOX Morning News, Martha Stewart Living Today and ABC News at Noon.


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  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

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5 Make-up Tips to Make You More Trustworthy

I found out something surprising that you know….and don’t know.

You’ve heard the well-known expression – first impressions count.

On TV, speaking, doing a book signing, attending a networking event or meeting — you may be turning people off without even knowing it!

Here’s the shocker: I just discovered that it doesn’t take 3 seconds for us to decide whether we trust you or not.

A new study says that it takes just 1/10 of a second.



While make-up isn’t a cure-all, surprisingly, it can help in that crucial nano-second.

In this quick video I show you how to be more trustworthy with these 5 simple make-up tips.

Use these make-up tips to appear more trustworthy for TV appearances, media appearances, job interviews, meetings, and networking events, too.

Gearing up for the publicity spotlight for the new year?

Go here, here  and here for the dos and don’ts.

Want a kooky way to improve your sound bites? Watch my new fav show Longmire. The characters are a study in the succinct. I’m enthralled with Wyoming and have a fantasy of learning how to lasso a calf while atop a steed.

Looking for more publicity training videos (And some surprising tips about your tone)? Head on over here.

The Top 7 Tips to Getting on TV

By Guest Blogger Gina Rubinstein

Every time you turn on the radio or TV, you see a so-called expert being interviewed. The Today Show, CNN, Talk Radio, local morning shows and all the rest rely on these experts to give background and insight on the hot topics of the day.  For these experts, the result of being on TV or radio is that their BOOK SALES SOAR, they become an IN-DEMAND SPEAKERS, and one media booking leads to more.

This can be you.

As a TV producer, I can tell you from experience that we are always on the hunt for guests and experts who shine.  Actually, we are desperate to find smart and funny people.

In my career, I’ve cast thousands of people for talk shows and other types of reality TV, and said “No” to many thousands more.  I’ve coached many authors and speakers who were looking to promote themselves and their products on TV so they could do the best job possible.  As the one you must get past, the one who says “Yes” or “No,” I can tell you what you need to get booked AND THE MISTAKES THAT CAN TORPEDO OPPORTUNITIES.

Here are the top 7 tips to getting booked on TV:

1. Be authentic: So many people try to be what they think is “right” and come across stilted and rehearsed instead.  I coached my client Judy Carter on how to be authentic and within 30 seconds of being on TV with Marie Osmond, Marie sat on her lap because she liked her so much.


2. Connect your expertise to a current hot topic.  In order to get the attention of mass media, you need to build a bridge from your expertise to what’s hot in the news. A client of mine who wrote a book on parenting got onto a show about legalizing marijuana because she had advice for parents who want to say “yes” to pot for themselves and “no” to pot for their kids.

3.  Have a compelling elevator pitch – In three or four sentences I need to know who you are, why I should listen to you, what problem you’re going to solve, how if affects me and what fresh ideas you have as solutions. A client of mine found herself in an elevator with a radio producer, gave her pitch, and by the time the elevator got to her floor she was booked on the producer’s show.


4. Talk in sound bites: In our ADD, double latte culture, no one has the time or interest to listen to someone who rambles on or goes off on tangents. In order to be media presence you need to express yourself concisely, in a few short, punchy sentences.

5. Make your points using compelling stories: Your stories give your message the one thing that facts can’t — heart. You need to emotionally connect with audiences and these stories are the way.


6. Work in your best credentials in a clever way: Nothing is more boring that an arrogant name-dropper. But, it’s important for the audience to know your credentials. I teach my clients to reveal their credentials in anecdotes that enhance who they are in a natural, unforced way.

 7. Have a hot sizzle reel:  90% of the sizzle reels I see have bad audio, are too long, and don’t showcase the expert’s personality immediately. A sizzle reel should be short (3 minutes max, and shorter is better), and should present you as an attractive person who’s an expert in their field and can reach people’s hearts as well as minds. I’ve produced several sizzle reels for clients and all have gotten TV and radio appearances as a result.

Gina Rubinstein is a Los Angeles-based media coach who helps her clients grow their business through the media. For more info go to here. For a free evaluation, please fill out this short questionnaire.

The 3 Most Popular Posts + The Most Popular Webinar of the Year


blog-121213Last week, when I was on a walk, some boys were selling bracelets and rings made out of colored rubber bands. I stopped at their lemonade/jewelry stand by the side of the road and looked through their goodies. I wanted to get a ring or everyone in my writing group. As I chose a number of rings the little boy who made them started doing the math and adding up everything in his head and shouting out the numbers each time I picked up a ring – even before I chose it. He was so anxious to get the sale – but he didn’t care about me.

They were a dollar each. I said, “Wait, I’m not done yet.” But he kept shouting out the numbers. Totally focused on how much he would make.

Then his big brother stepped in and said, “It would be nice if you charged $2.50 for three of them.”

He said, “No. They are a dollar each. Three rings for three dollars.”

His big brother said again, “Yes and it would be nice if you gave her three of them to her for $2.50.”

Pause. No response from the little brother.

Big brother: “It would be nice.”

Finally, the younger brother gave in.

But grudgingly.

So it wasn’t fully given. Which makes a difference in how the giving feels. I would have appreciated my rings even more if the younger brother had given wholeheartedly.

As a little something that “would be nice” I have pulled together some of my most popular posts and free stuff so you can fill yourself with some goodies after Thanksgiving and through the holidays when you’re enjoying family and friends after a feast or get-together.

First, the most popular webinar / live training of the year….

The 5 Keys to PodcastingTHE #1 MOST POPULAR WEBINAR

Become a Celebrity in Your Niche [Podcasting]

Save your seat now (choice of times!):


9 Steps to Be a Thought Leader — and Become a Media Darling

5 Things I learned From Jack Canfield’s Mastermind Group: To Help Make Your Book a Bestseller

Fabulicious: 5 Strategies to Prepare You for a TV Interview – My Personal Secrets

What is one TV appearance secret you can share? Love to hear!

Have a wonderful holiday season!

May the gifts you share be extraordinary.
May the love you give be wholehearted.
May the way you live be inspiring.

Fabulicious: 5 Strategies to Prepare You for a TV Interview – My Personal Secrets



I need to lose 20 pounds. I wish I had less wrinkles. My butt is too big. Look at my wobbly double chin.  She’s a liar. I don’t believe a word she’s said. What a schlump. Is that any way to sit in a chair?
These are actual phrases that clients said to me in the past 23 years I’ve been a media trainer and consultant. When I media train my clients for TV shows most of them first fret about their appearance. Sound bites take a back seat to clothes, expressions, body language and butt size. Shame, fear, insecurity, all rear right up. The question, “What will people think of me?” takes center stage.

And rightly so. In three seconds your audience has already decided whether they like, trust, respect, believe, and will buy from you. So how much of what people think of you has to do with your clothes, facial language, body language, and demeanor as well as the look and feel of you? A lot.

But here’s the silver lining. People follow your lead. If you feel like a slouch you’re directing people to think you are one. If you radiate beauty and good health even while toting extra pounds, we may notice your heft, but we forgive it for your verve. And while I know that a TV appearance isn’t going to help you get over your childhood issues any faster, there are still strategies that can help you be fabulicious, increase your business, and stop thinking so much about your butt.

But, because the question I get most is about looks, I’m going to address how to prepare now, in advance, BEFORE you get booked on TV so you’ll feel your Fabulicious best when your day in the sun arrives. No scrambling for clothes that don’t accentuate your best features. No last minute panic about how you look. You can’t lose 20 pounds overnight but you can focus your full attention on what you can give your audience that only you can. In the brief time you have – two to four minutes – on Good Morning America, The Today Show, CNN, or Fox, you can deliver your sound bites with generosity and wit.

1. Clear your mind.

Drink Bulletproof coffee. I start every morning with this special coffee combined with unsalted Kerrygold grassfed butter, MCT oil and collagen. This combo was created by Dave Aspry who bio-hacked his body to lose 250 pounds and gain optimal health. This is potent coffee that is organic and doesn’t contain any toxins normally found in commercial coffees. You combine the coffee with Upgraded Brain Octane oil (which is fat-burning))that is 12x stronger than coconut oil, for maximum cognitive function.

In English that means peak brain performance – a clear mind. Aspry says that you can, “Learn to be perfectly focused in any situation — in one week.” He says, “In this protocol, you eat no protein and no carbs at all in the morning, instead enjoying a Bulletproof Coffee. That provides the most energy and the least hunger for about eight hours. Adding in the collagen “delivers low inflammation, high quality, and heat stable protein to my coffee without affecting the taste.”

According to Tim Ferriss, author of, The 4 Hour Body, eating protein within 30 minutes of waking up is essential for losing weight. Even if you don’t want to lose weight, this coffee will sustain and nourish you while giving you clarity of thought. Exactly what you need in a media pressure cooker situation.

Yes, there is decaf as well, however I didn’t find the same effects with it. And since I’m sensitive to caffeine I combine half decaf with half caf beans – just so I could drink more of the delicious stuff. Otherwise I could just have one tiny cupful. (And I wasn’t a coffee drinker at all before this. Green tea was my go to morning drink, which I still enjoy after I have my Bulletproof coffee).

You’ll be the judge of how much you can drink without getting a buzz on. I suggest you sip a small cup and wait fifteen minutes so you can judge the effects. Also, add as much butter as you like. I admit I was first horrified at the thought of dumping a half stick of butter into my coffee. I thought it would taste disgusting. But it’s like putting cream on steroids, rich and smooth. I prefer a bit more butter than my partner so I add in an extra pat into my cup after he’s made it. You’ll discover what works best for you. While you’re on the Bulletproof website check out the Podcasts and articles about everything from upgrading your IQ, losing weight and sleeping less.

2.     Slim down.

Do T-Tapp and Lose 2 Dress or Pant Sizes in 30 Days.
You’re a month away from a smaller, more toned you. I went from a size 8 to a size 6 in a month (I’m now a size 4), Lisa Earle McLeod lost 2 dress sizes and got back the flat tummy she hasn’t had for 10 years. Teresa Tapp first created this program for models to get back into shape after pregnancy. No one cared about their weight. What mattered was size – so they could fit into the proper clothes that they were modeling. Tapp says it’s all about the inches and loving what you see in the mirror —not what the scale says.

If you’ve got a media appearance coming up and you want to get in tip top (T-Tapp) shape ASAP. Order either Total Workout, Basic Plus, T-Tapp MORE or Total System. (Read the descriptions to find the right program for you.) My sweetie is doing it in the living room right now. Yes, it works for men too. Also check out WhiteBrite, a teeth whitening spray that doesn’t make your teeth sensitive and hurt (like all those other whitening kits), so as a TV guest your smile can be as bright as your information.

3.     Tone up.

Want to know the Hollywood stars secret to looking great, staying fit and getting a flat stomach fast without exercise? The Flexbelt. Essentially you strap the Flexbelt around you waist and it contracts your muscles like you’re doing sit-ups — while you’re walking around getting stuff done.

I put it on first thing in the morning before I brush my teeth, feed the cats, start my day. I use the butt and thigh belt too and also the flexbelt for the arms. The great thing about the Flexbelt is once it’s on you can just go about your business so you’re getting a workout while you’re answering your email, talking to clients, working in the yard. Do it daily for a few weeks and then 2-3 times per week or as needed. Once you get in the habit it’s simple to stay in shape.

4.     Release your fears.

The Sedona Method is one of the fastest, simplest and most effective methods to instantly release uncomfortable or unwanted feelings on the spot. It’s also a tool to let go of current or long-standing pain. Whether it’s fear of speaking, becoming a more public person, losing weight, or letting go of stress, or past issues or trauma, this will help you achieve your goals effortlessly and with great joy.  It also works to get to the root of physical and emotional pain.

I learned these techniques long ago and still use them when a client confronts me, or when the media springs a surprise question. I particularly like the technique of going back and forth between opposite extremes to neutralize forceful feelings – just one of the things you’ll learn and keep using as long as it serves you. This course is essential if you’re getting ready to go on a media tour!

5.     Energize!

Whip up a green smoothie.

This is my own special green drink smoothie recipe that helps make your skin gloriously golden and nourishes you at a cellular level. You’ll see a noticeable difference in your skin, vibrancy, and energy almost immediately.

I use all organic ingredients and buy from the local farmer’s market when I can and mix this up in the Vitamix that chops every part of the fruits and vegetables so you get the most nutrition. We grow chard, cilantro and parsley so I dash out into the garden to snip a few leaves before the birds and other animals get them (which is often).

I pick dandelions from the neighbor’s lawns and look for the tender, young ones without a stiff stem. You can buy dandelions at Whole Foods if you don’t want to ferret. As a child when we’d visit my nana and grampa they’d send us kids out into the yard to pick dandelions to put in the salad to give it some bite. According to the USDA Bulletin #8, “Composition of Foods” (Haytowitz and Matthews 1984), dandelions rank in the top 4 green vegetables in overall nutritional value. Who knew a weed could be so nutritious?

Ingredients for green smoothie

½ cup water (or more as needed depending on how thick you like it)
½ cup virgin olive oil (I do 15 glugs vs. measuring).
1 pear
1 frozen banana
1 large sweet apple (I like Pink Ladies, Yellow Golden Delicious or Fuji)
1 large carrot
1 large avocado

Mix together.

Tamp down these ingredients into the above mixture before you restart the Vitamix.

1 generous handful of spinach
2-3 large leaves of chard with the stalks (to taste as this can make it bitter)
2 sprigs of parsley
2 sprigs of cilantro
5 leaves of dandelion
1 stalk celery

Optional: Add frozen blueberries for added anti-aging benefits. Adjust the sweetness to taste by adding more fruit. You can add grapes, which are nutritious, but high in sugar, for additional sweetness if you like.

We’ve concentrated on honing and toning your face and body in order to move you to a place where you’re not worrying about how you look so you can focus on what matters most – your message.  Victor Hugo said, “Concision in style, precision in thought, decision in life.”

Audiences look for consistency in your message and in your life. One of my clients is a well-known motivational speaker who naturally also talked about health and wellness as well as the process of transforming the mind. But one thing was out of synch. He was fat. In a kind and considerate way his wife pointed out the discrepancy. So he created an exercise and diet regime for himself. It wasn’t easy as he loved apple pie and ice cream and didn’t care much for lifting weights. But he did it. So now the overall message he’s conveying is consistent with his teaching.

Take what works for you from these strategies so you can feel good inside and out. The French have an expression, “Bien dans sa peau,” to feel good in your own skin or to be at ease. When you’re relaxed and calm we’re right there with you.

Want More Publicity? Learn How to Speak in Sound Bites


By Steve Harrison

When you respond to a media request, how will the journalist or producer decide whether to interview you or some other expert? It often depends on who provides the best sound bite.

I’ve been amazed at how many people take ten sentences to say what could be said in one or two. Developing the ability to speak in sound bites is easy if you know a few key techniques.

Steve’s commandments on speaking in sound bites:

1. Keep it short. Say what you have to say in one to two sentences, no more.

2. Be specific and vivid. In an interview with Business Week, Donald Broughton, an analyst for Avondale Partners, LLC, was talking about the stocks of two railroad companies: Union Pacific and Burlington Northern. Notice the language he used to make what would otherwise be a boring statistical trend truly memorable for the journalist interviewing him:

“It’s one thing if you steal dirt from my front yard, and it’s another if you break into my house and take my sterling silver,” Broughton said in an interview. “For six quarters, Union Pacific’s been walking around Burlington Northern’s house and taking as much silver, jewels and flat-screen TVs they can get their hands on.”

That’s speaking very specifically, and (this is another hint) vividly. It’s no surprise that of all the different analysts that journalists could quote, they quoted Broughton. He knows how to speak in sound bites.

3. Express a solid opinion. Many people are afraid to voice their opinions because they fear that others will disagree with them. But people who are good at giving sound bites know that the media are looking for clearly expressed opinions. If some people don’t disagree with what you’re saying, you’re probably not saying much.

When Warren Buffett was interviewed about the tax that President Obama wants to levy on financial companies, he said, “Look at the damage Fannie (Mae) and Freddie (Mac) caused, and they were run by the Congress. Should they have a special tax on Congressmen because they let this thing happen to Freddie and Fannie? I don’t think so.”

His willingness to express a solid opinion got him quoted. But did you also notice how he made a comparison? We’ll talk more about that in a minute.

Now I want to share with you some secrets I’ve learned by studying two sound bite masters. One is Warren Buffett, as I’ve already mentioned. The other is Robert Thompson, arguably the most quoted university professor in the world.

Thompson is a professor of television and pop culture at the S. I. Newhouse School of Public Communications at Syracuse University and the author of six books, including Television in the Antenna Age: A Concise History.

I discovered him by reading an article in the Associated Press by Jocelyn Noveck (dated May 14, 2007) which referred to him as “the most quoted man in America,” next to the president.

He is so good at giving sound bites that he’ll sometimes get 60, 70 or even 80 media calls in one day. If you just Google his name, you will see that he has been quoted virtually everywhere. He has been quoted in the New York Times more than 40 times in the last four years. In fact, he’s been quoted so much that some newspapers even have a moratorium on quoting him.

“Unlike many people in his position, he almost always finds an angle or perspective that I haven’t thought about,” says AP television writer David Bauder.

Here are some more principles on speaking in sound bites that you can learn from Buffett and Thompson:

4. Repeat the same word. In describing Paris Hilton, Thompson said, “She’s the non-story that keeps on being a non-story.”

When giving advice about investing, Warren Buffett said, “Be fearful when others are greedy and greedy when others are fearful.”

You can see how in both examples repeating one or two words gives the statement a memorable sound and makes the point succinctly.

5. Compare something to something else that everyone knows about. In describing Katie Couric’s debut on CBS Evening News, Robert Thompson said that her first broadcast would be “some of the most scrutinized frame-by-frame video images since the Zapruder film” (of John F. Kennedy’s assassination).

By using a comparison to an example that nearly everyone is familiar with, he was able to make his point in a memorable way.

Thompson uses this technique often. When speaking about the Grammy Awards, he commented, “With the extreme fragmentation of music, the fact that you can still put on a mainstream award show, like the Grammys, as opposed to a funky, niche show like the VMAs (the Video Music Awards), is really kind of amazing.”

6. Speak in metaphors.  When talking about Fox News, Robert Thompson says, “They want to be the David of David and Goliath, but they are the Goliath.”

When speaking in this type of short metaphor, Thompson makes his point in a way that gets the media to pay attention and quote him, rather than another communications expert.

It’s critically important to use sound bites when you’re being interviewed by the media, when you’re responding to media and whenever you’re writing a press release.

I learned this firsthand as a painful lesson. I once sent out a press release that got picked up by a newspaper, but they didn’t quote me in the story. They quoted somebody else. Why? Because I forgot to include a really good sound bite.

Don’t make the same mistake. Make sure that every press release or pitch letter you send out includes at least one memorable sound bite that is so good, so pithy and so memorable that they feel their story won’t be nearly as good without it. They’ll be grateful. And you’ll be thrilled with all the media coverage you receive.

Want to meet over 100 top media face to face?  You’ll get some media training there to help get your sound bites down. Apply now to reserve your spot.

Attend the National Publicity Summit in New York. Previous attendees have been featured on Today Show, Good Morning America, The View, Fox News, O the Oprah magazine, Entrepreneur, Time and many others.

To apply, go here now.

President Sound Bite Infographic