"Should I do my media one-sheet now even though I haven't been on any podcasts or media outlets?"
This was a message that I received from a client recently. The underlying question really being "how do I demonstrate my expertise and credibility through a media one-sheet if I haven't been featured anywhere yet?!" If you've had the same concerns and, even worse, have let this stop you getting started with your PR journey- keep reading. I'm about to help you get unstuck, just like I did her!
In order to answer that question, I need to make sure that you're straight on what a media one-sheet actually is first. So, here goes:
When applying for a job you need a resume, right? Well, a media one-sheet also works to help you demonstrate your expertise, experience and why editors would be mad not to accept your work. It does this through your media bio which, as you grow and get more PR, will typically include a list of any features that you may have had in the past as an example of your work (usually just your most impressive ones). Because it's a single document, it also contains additional information that would usually be found by navigating your website (e.g. your expert topics, contact information, social media handles and so on). Here are some examples of one-sheets that I've copywritten and had designed for clients in the past:
With that being said, here are:
4 ways to demonstrate your credibility and expertise even if you've had no previous PR
#1 Have a clear tag line
A tag line is “a phrase or catchword that becomes identified or associated with a person, group, product etc through repetition”. For businesses, it’s purpose is to build know, like and trust with their ideal audience by communicating their brand values and/or mission in a concise and catchy way. Traditionally this has been done via TV commercials (using catchphrases or jingles like “I’m loving it” by McDonald’s, for example). Within the online entrepreneurial space, however, they are used on websites, social media bios and in PR pitches via media one-sheets to state:
Who you help
What you help them with
What this then does is allow editors and influencers to decipher quickly whether you are an expert in your field, whether that expertise would serve the demographic that they cater to on their platform and, therefore, whether they should accept your pitch. Don't have one? You can build your own short, punchy and impactful tag line using the steps outlined in my recently published Thrive Global article: "How to Create a Magnetic Tag Line".
#2 Have a clear title
If you were in need of a VA (Virtual Assistant) to help with your day to day business needs, what would you Google? I'm pretty sure that whatever answer that you came up with had the word VA or Virtual Assistant in it, right? But, I've noticed that some people give themselves fancy but non-specific titles, like Virtual Business Alchemist or something like that, in order to set themselves apart from others within their industry. The issue with this is that it doesn't translate to lay people like editors very well. This is why it's super important to make sure that the title used in your media one-sheet is clear, easily recognisable and conveys what you want it to because, as the saying goes, "a confused mind says 'no'".
#3 Qualifications
Got a degree, diploma, masters. PhD or other certification? This is a great way to demonstrate both expertise and credibility. Yes, it's great if these are actually relevant to your field but, even if not, they're still good to mention. You can also demonstrate how the skills they gave you transfer to your current role. For example, on both my press page and media one-sheet, I say "A qualified Speech and Language Therapist by profession, Nina is a powerful communicator who has shared the stage with powerhouse women such as Danielle Scott (Volleyball Olympian and TEDx speaker) and the legendary Sally-Ann Roberts (former WWL-TV New Orleans news anchor)". I have done similar things when copywriting for my clients.
#4 Clout
Although clout chasing doesn't have positive connotations in popular culture, it's an invaluable PR strategy! How? It's basically taking current events, an industry expert or celebrity's views and discussing them within your article, podcast episode, talk etc. This can also be translated into your media one-sheet by mentioning:
People of note that you've worked with
Brands or organisations of note that you've worked with
Like I did in the example that I gave in point #3
Want more PR tips?
Click here to access my free Media Attraction Audit- the checklist that helps you to make sure that your website proves your expertise, credibility and authority so that you can be a #mediamagnet, attracting PR (and therefore clients and collaborations) on autopilot!