Episode 75: How to Get Featured on TV without an Agent or PR Experience with Tijana Ibrahimovic
What’s the best way for you to land that sought-after TV feature?
For many small business founders, getting featured on any TV show may seem an almost impossible task at first. Or at least, that’s what the big players of the PR game have been telling you.
But if you have a story to tell and know who you should speak to, you’re on the right track to sharing your message with the world.
Getting yourself featured on TV is one solid way to show that you are a credible, unique, and relevant business.
That’s because your target audience views these TV shows as some of the most trusted sources of information.
So take the plunge and pitch your ideas to TV journalists, regardless of your PR experience or lack of a PR agent.
Instead of paying expensive PR agencies, take the necessary action using our proven and organic pitching framework.
It’s this system which helps small business founders in our Small Business PR community get noticed by top media outlets in television, magazines, and more.
By now, you might ask, “How is that really possible?”
Well, the answer goes beyond writing your pitch. That’s what you’re about to discover in this episode.
We’ve invited Tijana Ibrahimovic, a renowned international TV journalist. Taking from her vast experiences and the best practices in her profession, Tijana will share expert and practical information to help you get featured on TV.
“Don't take no's. Don't let them devastate you. There will be a yes. The more emails or more pitches you send out the bigger chance you'll get more yeses. So don't give up. You have to be persistent and just keep going.”
-Tijana Ibrahimovic
Tijana Ibrahimovic is an international broadcast TV journalist, shopping, lifestyle, and travel reporter. Also, she’s a celebrity TV host who's covered award shows and red carpets and has interviewed famous public figures like Oscar de la Renta, Joan Rivers, Wendy Williams, Steven Spielberg, and more.
This episode is meant for you, small business founder, if you want to get featured on TV even without any agent or PR experience. So, follow along and discover the organic framework that’ll help you go from unknown to being a seen, heard, and valued small business hero.
Topics We Cover in This Episode:
Key differences in pitching TV shows and online publications
Objectively finding the uniqueness in your product and services
Why goodwill and relationships with journalists really matter
Expert steps to get inside a top journalist’s inbox
The right people and time in the TV industry to offer your pitch
If you want to land your first feature for free without any connections, I want to invite you to watch my PR Secrets Masterclass where I reveal the exact methods thousands of bootstrapping small businesses use to hack their own PR and go from unknown to being a credible and sought-after industry expert. Register now at www.gloriachou.com/masterclass.
Resources Mentioned:
Join Gloria Chou's PR Community: Small Biz Pros: By Gloria Chou
Follow Tijana Ibrahimovic on Instagram: @tijanastyle
Know more about Tijana and her work: https://popstyletv.com/author/tijana-ibrahimovic
Additional Resources:
Join the Small Biz PR Pros FB group
Listen On Your Favorite Podcast Platform
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Here’s a glance at this episode…
[1:50] Pitching, online platforms, media, in general, is changing all the time. So, you do have to keep up with the trends.
[02:59] It's very important that the pitch you send sounds personable, so that I don't have a feeling that you emailed hundreds of other people with this copy-paste sort of email. So, it's very important that you also did research on what it is that my platform or whatever platform you're trying to pitch to.
[10:56] A lot of times founders of brands aren't very objective with what it is that they're presenting. So, I do think that before they go out and pitch, they should maybe ask their friends or practice with family members.
[15:47] I do think that in this industry, it is very important to keep relationships and to not show up only when you need something. Don't disappear and then reappear two years later and expect we're going to feature you again.
[22:36] People in my industry, they freelance. They work for smaller and bigger platforms. So don't dismiss them, if they're writing for an outlet that you've never heard of, but has good articles or good features.
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Tijana Ibrahimovic 0:00
Don't take no's. Don't let them devastate you. There will be a yes. The more emails or more pitches you send out bigger chance you'll get more yeses. So don't give up. You have to be persistent and just keep going.
Gloria Chou 0:18
Hey, friends, I'm Gloria Chou, small business PR expert, award winning pitch writer and your unofficial hype woman. Nothing makes me happier than seeing people get the recognition they deserve. And that starts with feeling more confident to go bigger with your message. So on this podcast,f I will share with you the untraditional, yet proven strategies for PR marketing and creating more opportunity in your business. If you are ready to take control of your narrative and be your most unapologetic and confident self, you're in the right place. This is the Small Business PR podcast.
Gloria Chou 0:50
What's up small business heroes? I'm so excited to have someone today that I think you're really gonna enjoy her interview. So Tijana, Ibrahemovic. She is an incredible journalist, international broadcast TV segments. She's done the red carpets thing, the award show. She's interviewed some of the most famous people alive today. And in the past, for example, Steven Spielberg, Wendy Williams, Oscar de la Renta, Joan Rivers, and so many more. She now has founded Pop style TV, and she can tell you a little bit more about that. But I cannot wait to dig into it. So the first question is, what is the biggest difference between pitching for a broadcast live TV segment, and pitching for like a well and good or kind of an online journal and blog?
Tijana Ibrahimovic 1:27
Hi, Gloria. Well, thank you, first of all, for having me, I'm excited to get to know your listeners and your viewers. It is an honor to be here. And I would love to share some of the things that I've learned, you know, working in media for the past, I'd say almost over a decade. And I think pitching, online platforms, media, in general, is changing all the time. So you do have to keep up with the trends. So it's really great to have this type of programming where people can learn and get updated on whatever is currently happening, or what is currently in trend. There used to be a different type of pitching. Let's say, desk side where they want journalists to come and like actually have a meeting in person that a lot that changed a lot, those no longer really exist. I think when you when you get a an email asking you for a deskside meeting is surprised it's like a surprise, and they rarely actually happen. So I'd rather invite a get an invite to like a little lunch or something like that, or a coffee. So that's like more personal and more direct kind of meeting. But I do want to say number one, it's very important that the pitch you send, sounds personable, so that I don't have a feeling that you emailed hundreds of other people with like this copy, paste sort of email. So it's very important that you also did research on what it is that my platform or whatever platform you're trying to pitch to, has done before. If I cover fashion, and if I cover society and events in New York City, you know, you shouldn't send me a pitch on like how to best deal with, you know, animals on a farm or something like that. So, you know, it has to make sense. So please, before you send pitch pitches to your, whatever platform you wouldn't be on, please do the research and also make sure that they haven't done something like that just very recently, it always has to be a fresh, interesting idea.
Tijana Ibrahimovic 4:04
So back to your question, what is the difference between TV segment pitching and online and print pitching? Correct? That was the question. So I think for you have to kind of visualize for TV segment, it has to be something that would be interesting for the audience of that TV show. And obviously producers don't have a lot of time, they get a lot of emails and a lot of pitches. There's a lot of people that don't want to be on that TV show. So first of all, because a really big audience, and then it can be recycled over and over and over. So it's important that it's short, to the point, clear what it is that you want to do, and that you're not wasting producer's time so don't send a monologue on Your past like, attach a media kit or some of the things that you've done before, especially if they're associated to the show that you're pitching to so that they remember that maybe you were on before. But one or two sentences, that clear, to talk to the producer clearly talk to the producer is what it is that you want to do. So that's when it comes to pitching. Yeah, I mean, it depends how far in advance you're pitching. Obviously, if it's a TV show, you cannot pitch something for next week, because usually they have a lot of things lined up, you have to think in advance, you have to think of what is trending depending on the month. So like, let's say, it's February, and it's Valentine's Day, that is like a big happening of this month. So that was probably booked beginning of January. So you have to think in advance. And if they don't respond, don't get discouraged. Keep emailing. If you want to do a follow up, don't do a follow up. And this, by the way comes for both for online and print or TV segments. Don't bother this person. Like if you sent an email today, don't send an email tomorrow. Oh, did you have a chance to look at my email? No, give it some time, let this person get through their emails, because it can get annoying. So just to go back to online and print if you sent me a pitch for my platform for pop style TV. And I didn't respond. I mean, probably I didn't like it as much. Because if I do like something I write I respond most of the time right away? If not, I need some time to process it and see if I can use it somewhere. Or if I can get an idea where to incorporate it. But also like, Don't email me the next day, oh, did you receive my email or, you know, I get a lot of products to test. So if you send me a product to test does not automatically get you a placement, I'm usually very clear if someone wants to send something to me like a tanning lotion or whatever. I tell them I will consider it. I will test it out. And most of the time, if it can happen that you don't like the product. So what are you gonna do if you're emailing me 10 times after that. Obviously, there's a reason why I didn't include it in like a gift guide or whatever it was intended for. Because maybe it's it's not what I something I want to recommend. You know, I think that's also very important your word or whatever it is that you're recommending. You want to make sure that your viewers you know can trust you. And that you have certain reputation when it comes to what it is. You want them to test out and try.
Tijana Ibrahimovic 8:10
So when it comes to pitching to online and comes to pitching to print, those emails could be a little longer. You can elaborate and especially if it's your client, or your brand, show, why is that product or why is that person or whatever it is you're pitching different. Make it interesting. Make sure that in the first few lines you catch my attention or the person you're pitching to. And but also don't make it way too long. Because nobody's really reading it. And I think it's important also to to not have attachments, just put it in the body of the email. So that I don't have to download anything, I don't have to get lost in attachments, fill up my drive, or whatever it is just, in my opinion, put everything in the email. And also if you're pitching a story that is also already ready to go if it's a post event coverage or something that already happened or if you have five clients and you want to put those five client clients, you know, these are sustainable brands everyone should check out for example. You know, have it maybe ready to go because sometimes we're all in need of content. So I don't need to call you or I don't need to email you back and forth, but rather I already have something ready that I can just post and work with. So that's that Those are some thoughts that come to mind.
Gloria Chou 10:02
Right. And you never know when you're gonna go back to the email inbox to do a search. So just because it wasn't responded to it doesn't mean that it might not be relevant. I always say to my PR students is subject line is very important. Don't make a spammy like, click here, you're going to delete that. Say in the email. I say that in the subject, what it is about, and the first sentence don't waste your time with pleasantries, right, get right into it. Yeah, and I always say write in bullet points, I like bullet points. It's easier on the eyes, and offer to send a sample. But it's really not a requirement. You don't want to inundate someone with samples. I want to get back to the point about uniqueness. I think a lot of what we do here on this podcast is show not just tell, so I think it's one thing to say find what's unique, right? But founders are so close to their product, maybe they don't know what's unique. So how can I start to discover what is unique about their product in a way that would be receptive to someone like you?
Tijana Ibrahimovic 10:54
I think you're so right about that. A lot of times founders of brands aren't very objective with what it is that they're presenting. So I do think that before they go out and pitch, they should maybe ask their friends or, or practice with family members, like what do you think, how does this sound? You know, how would How could I describe my product? In few words, but make it interesting and get to the point. Because that's sometimes only takes, you know, if I if I see, you know, a makeup that will give you an instant applet facelift? You know, it's something like that could be like, Oh, what is it? You know? So so get us curious?
Gloria Chou 11:48
Yeah. What about following trends? Like, for example, there's so many aspects about someone's beauty line, right? They might have 50 different products? How can they pick? What is the best one to pitch for this season?
Tijana Ibrahimovic 11:58
Well, I think, if they're already have a beauty line, they would know what sells the most. So what their clientele is interested in the most. It's almost as if you are going to a restaurant and you ask them Oh, so what you're famous for this special dish, I'd love to try it. It's I mean, it can be applied to, to products as well. So I think if they have a big line of items, they should pick one that not every other beauty line has. So it's sort of unique to that brand, and is an item that sells the best or the most that kind of gets most interest. So I think that's fair. I mean, that's kind of a secure way to, to figure out what it is that your buyers want and need and how to get more, more of them.
Gloria Chou 13:03
Yeah, and any kind of special formulation, maybe some colors, you know, that are trending? What about putting your pitch in a way that ties to what a celebrity is wearing, right? Because like, let's say if you have a handbag, and that's really unique shape? Or if you do you like hair coloring, and Rihanna was seen with this hair color? Would that be a great way to pitch and be like Rihanna was recently seen, you know, with this new x, y and z and this is reflective of our brand? What that'd be a kind of a great way to get into your inbox.
Tijana Ibrahimovic 13:32
Yeah, I think that that's great. I think a lot of brands do that. But I think it is interesting to you know, this, like, oh, Who wore it better? Or people sort of wearing a similar outfit to a celebrity? I think that's sort of trending especially on social media. So it would be interesting for for a brand to feature their products that way for sure. Yeah. As long as it doesn't look like an exact copy of you know, whatever high end brand. It just I don't think that that benefits the smaller less known or new brands because you know, they want to be unique they do want to have their unique style versus copy some other style but when it comes to color, or or shape I think it's good. So wording presentation.
Gloria Chou 14:35
What about using social media hashtags? Let's say it's a very early stage founder making a serum you know, in their house. Let's say Rihanna or any celebrity didn't necessarily use a serum yet but it is trending on tick tock for example, right? Would that be a great way to pitch and be like for example, I made this facial cupping, you know, facial massage wand, and this has been trending on tick tock would that be a great way to hook you like in the first few sentences?
Tijana Ibrahimovic 15:01
Yeah, yeah, I definitely think for sure, because somehow every month there is a new trend. You know, sometimes it's like a snake venom cream, you know, and people go crazy over it. So sometimes that lasts a month or last. But I think it's important to use the buzzing of, of the trending hashtag for sure. For sure.
Gloria Chou 15:36
What's another way to get on your radar? If if they if it's not trending yet on social media, and no celebrity has endorsed it, and they're still super early stage? How else can they get on your radar?
Tijana Ibrahimovic 15:47
I do think that in this industry, it is very important to keep relationships and to not show up only when you need something, right. Because there was a lot of there are some brands, maybe some of them are not so new, few years. But don't this once, even if we include you in something, don't disappear and then reappear two years later and expect we're going to feature you again, you know, like show us show also us some support or keep us posted. I mean, don't send out a bunch of emails every day or week. But you know, keep keep, keep it keep our memory fresh, you know, keep us posted. It's also important, like, if I'm thinking of a story, and I need an item, or I need something to include, you know, I would remember someone that may be, you know, like something on our social media or someone that sent me an email last week, you know, I think that's very important to keep up to remind people Hi, I'm still here. Yes, our brand is still growing. Oh, you know, this event was amazing. Look, it's very important to to keep our memory fresh.
Tijana Ibrahimovic 16:43
I love what you said, because you just need that one. Yes. And once you have that, yes, you have their ear, you have the trust, they have been embedded media person. And there's no limit to the amount of stories, right? It's not like once you feature them once it's like, Oh, your turn is done next, right. It's only going to be more opportunities. What do you agree? Yeah,
Tijana Ibrahimovic 17:39
I agree. I absolutely agree. And I think a lot of people forget about that. You know, it's not a rule that you can get featured once in each publication. No, it can go on and on. So because like I said earlier, we all always need content. We all do need unique stories, unique products, unique ideas. So yeah, never, never miss out on possible options and opportunities for sure.
Gloria Chou 18:09
How do you feel about you said social medias connect with you support your work, I teach that as well. So that way, it doesn't seem super transactional. I always say turn on your notifications, if this journalist is writing about something, share it, engage it. Those are all gestures of goodwill. What are some of the other things that an unknown founder founding their first product can do to prepare themselves to get this earned organic PR?
Tijana Ibrahimovic 18:34
They have to be active daily. They have to make it interesting for others, because that's their product. I'm not going to pay attention to it unless, you know, you're out there, showing it to the world. So so that's one of the things but gifting, you know, letting people try your product, if you're so sure, it's such a great product, people will talk about it. I don't want to recommend something I didn't try, or I don't I don't you know, know what it exactly is how am I going to promote it or share it with my friends. So you have to kind of give people an opportunity to see that to feel that product to even if you want to bring someone out for coffee or even if you're you're going to an event yourself. I remember this lady showing me her little perfume cream at an event that had nothing to do with it. And I thought it's super fun and interesting. And I featured a product later but yeah, she met me at the random event, had her product handy, you know, pulled it out of her purse, showed it to me, and I loved it. I thought it was great. So I think you know actual, practical and A visual visual, you know, presentation is important. So instead of someone just telling you about it.
Gloria Chou 20:09
I love what you said about seeing every moment as an opportunity in life, I really do find that the more I do this work and you know, helping 1000s of founders, it's really about mindset, because the startups that I work with that have hundreds of millions of dollars and someone who's making necklaces in their garage, they can still get featured on the same place. It's what they believe is possible. So I love what you said about taking the opportunity, not being super persistent with like, Did you read my pitch, but maybe finding a new angle of relevance? Like, right, so maybe, maybe keep in contact with you if he didn't respond, but maybe in the next quarter, and be like, Hey, this is what's trending right now? How can we collaborate? Right? Do you think that's the best energy to have is the energy of how can we collaborate? How can we co-create instead of be like, please, please, please feature me we're launching, we need to get this out there. Right.
Tijana Ibrahemovic 20:54
Yeah, exactly. I mean, you cannot force anyone to feature your you know, because it just, it is about approach. And it's about Yeah, being persuasive. But like, not too pushy. Cuz, then it's, then it gets uncomfortable. You know, and I keep bringing up this one cream someone sent me I got like, 10, follow up emails after that. When is it going to be featured? It's not, it's not going to be featured.
Gloria Chou 21:32
If you have to ask when it's going to be featured, you're already doing it wrong.
Tijana Ibrahimovic 21:36
Exactly. Exactly. You know, it's about because I was very clear on, you know, if you want to send it send it, but I'm not, I'll see if I can put it somewhere or if it's a product that we can include. And then I feel like wasn't really taken seriously what I said, you know, it seems like my words are twisted. Add clearly there is an email threads, so you can read exactly what we sort of discussed. So yeah, that's a turnoff. And it's something that, you know, it's it's, I don't want to work with people like that, I'd rather work with people who want to give me an opportunity to, you know, ask questions, process, whatever they're pitching, you know, and included down the road. Because like I said, it's very important to build those relationships. Another thing to keep in mind is people in my industry, they freelance, they work for smaller and bigger platforms. So don't dismiss them, if they're like writing for an outlet that you've never heard of, but has good articles or good features. Because, you know, that same writer, or that same producer might work for today's show tomorrow. So that's very important to keep in mind. Because I think a lot of people just especially if it's a new brand, oh, they think, oh, I need to be featured in Vogue tomorrow. No, that's not how it works. Every placement is important. And every relationship is important. So if if someone wants to feature you, and you are not interested, because you've never heard of their magazine, you might be making a very big mistake, because that same person might really also be writing for I don't know, Forbes. So
Gloria Chou 23:50
I love what you said about it. And in fact, right now, at the time of recording one of the biggest changes, I think, in medium PR is this kind of pivot towards freelancers, right? Because as the budgets are being cut, a lot of outlets just don't have the capacity to have full time staff anymore. So it is very likely that the person you come across will write for multiple outlets and actually that's a good thing, right? That's a good thing. I think a lot of founders are worried they're like, Oh, well, this editor is no longer at at you know, a lower in vogue and I'm like, Okay, well that's more opportunity for you because that one Freelancer is going to write for a lot more so I love how you just validated that I have another question is so we talk a lot about you know, pitching and following up, you know, for for like digital gift guides, like you know, Buzzfeed, but you know, you're someone who has done shopping segments for live TV. So let's say someone finds the email address of a producer, a host a personality and and you know, and the director who should they be emailing? Can they email multiple people at an outlet, like what's the right rule of thumb here?
Tijana Ibrahimovic 24:51
I think don't put a bunch of people on one email. Like I said in the beginning, it should be you know, personable And, and not copy paste. So you should make that person feel special. You know? Not, not email bunch of people have on have the same show and expect like, you know, they're gonna be like, Oh, okay, well one of us might respond or this is just a spam. So, no, I think that whoever you're reaching out to, it should be one individual that that you are directly speaking to.
Gloria Chou 25:36
Yeah, but what if they also write another email to like the producer? So their individual emails, but maybe it's more than one person at one outlet? Is that okay? Do you talk to each other and verify that this person has has emailed you? Or is is that not really an issue?
Tijana Ibrahimovic 25:51
I think that people do talk to each other. It depends. Like, if I have one person at a show, I'm gonna stay loyal to that one person. Because also that one person will be will feel maybe weird about me reaching out to somebody else. Well, after you make contact with them, I prefer to focus on one but I think some people do. Yeah, like if you haven't met anybody. Yeah. But I do think that some people practice emailing multiple people at the same outlet, but I think that's more like PR agencies. And I think that's more people who actually have a business. Not sure about individuals. I do. I do think that some of the producers did tell me you know, that they don't like when you email bunch of people have a show, even though that information is out there.
Gloria Chou 26:51
Yeah, definitely. You know, for show I think it's a little bit more tight knit who should people be emailing to get on to a TV segment
Tijana Ibrahimovic 26:57
producers of the show or like a talent? Booker
Gloria Chou 27:01
talent Booker? Okay. Love that. So producer talent, Booker, what is the turnaround time for broadcast TV lice live segment versus, you know, getting on like a Vogue or like a Fast Company, online blog?
Tijana Ibrahimovic 27:13
I think it's all it depends. I think things can happen last minute, even when it comes to live TV, you do have to pitch way in advance. But sometimes somebody cancels or gets sick, or there is a scandal, and they no longer want that person on their show. They quickly need to find a replacement. So it can happen. Especially if it's a breaking news. If it's if you're an expert on Royals, or if you're an expert on politics or something happened, that that they need an expert within the next three hours, then yes, that turnaround is very fast. If you were on the scene, if something happened, they'll call you and be like, Oh, can you come tonight to the studio. So it's just all you cannot predict it. That's what it is. And it can also happen that you booked a show a month ago, but because there is breaking news, you are moved to another month, or they'll call you and tell you and tell you, hey, you know, we can do this today, we'll get back to you and you might never go. So that's the you know, that's how this business works. You have to be ready for unexpected opportunities, or you know, for things to change last minute.
Gloria Chou 28:44
So let's say you're an expert in your field, right? Let's say you're an astrologer, or you're someone who makes tarot cards, you don't know because we don't know what your editorial calendar is, no one has a crystal ball, how can that person set themselves self up for success so that when you are looking for someone that their name can be picked?
Tijana Ibrahimovic 29:01
That's what I said earlier, you have to keep yourself fresh in their memory. So find ways you know, follow them on social calm and, you know, some random thing they posted. So yeah, keep yourself visible. Don't just show up. When when you feel like you need to be featured that
Gloria Chou 29:26
it's all about relationship building and not oh, I need to get coverage for my business. I want to start pitching now. You know, I love what you said about taking the long term view. Yeah,
Tijana Ibrahimovic 29:34
that's very important. Because people in this industry, you know, most most are sticking around. So, you know, even if it's someone that was a PR, he he or she might be a producer of you know Drew Barrymore show in the next few Do yours. Or if you met, I met someone who worked for Nick Cannon show. And now he works for another show. So, you know, people circulate in this industry.
Gloria Chou 30:16
Yeah. I love that such good tips you've given us so many things to work with. Is there anything else that people should know as like, first time pitching has never been featured anything like that's like a do's or don'ts or anything that they should know.
Tijana Ibrahimovic 30:29
Well, don't take no's, too... Don't let them devastate you. There will be a yes. The more emails are the more the more pitches you send out. bigger chance you'll get more yeses. So don't give up. You have to be persistent and just keep going. And don't expect things to happen in three days. They're not like don't don't lose motivation. Try to keep that motivation up.
Gloria Chou 31:06
So I love how you validated that. So how can people find you and learn more about you and your work in what you're covering in hopes that maybe one day they'll be able to get interviewed by you?
Tijana Ibrahimovic 31:16
Well, I mean, they can follow me on my social media. It's @tijanastyle. My name is spelled with J @tijanastyle. And then of course, they can go and POP Style TV. So we cover a lot of events, especially in New York City, but all around the world as well. So I do like to cover international happenings as well. I think, especially when it comes to red carpets and fashion. There's so much happening in Middle East, in Europe. So I do think that people should stay informed about what happens in the rest of the world as well. And so I love providing coverage.
Gloria Chou 31:58
You're such a jet setter, and I hope to see you in real life. We're both in the same city so I we will definitely manifest that. Thank you so much for being on the show!
Gloria Chou 31:58
Hey, small business hero. Did you know that you can get featured for free on outlets like Forbes, The New York Times, Marie Claire Pop Sugar and so many more, even if you're not yet launched, or if you don't have any connection? That's right. That's why I invite you to watch my PR Secrets masterclass, where I reveal the exact methods 1000s of bootstrapping small businesses use to hack their own PR and go from unknown to being a credible and sought after industry expert. Now if you want to land your first press feature, get them a podcast, secure a VIP speaking gig or just reach out to that very intimidating editor. This class will show you exactly how to do it. Register now at GloriaChoupr.com/masterclass. That's Gloria Chou c-h-o-u pr.com/masterclass. So you can get featured in 30 days without spending a penny on ads or agencies. Best of all, this is completely free. So get in there and let's get you featured.