The BOLD Show | Episode 14 | Get Featured By the Media
Building a brand can help you meet your business goals, especially when it comes to PR. In this episode of the MINDBODY BOLD show, host Mike Arce sits down with Felicia Romero, a fitness and PR expert, to share her advice on being featured by the media.
(Mike) In this episode, I'm here with Felicia Romero. She has thousands of followers on social media and has really mastered her personal brand. Felicia is a pro at Facebook Live, making social videos, and getting several TV segments every single month. She's a fitness personality model and entrepreneur who's been featured on NBC, CBS, FOX, AZ Family, and tons more. And today we're going to talk about how your business can get featured on TV and in magazines regularly with Felicia’s unique PR strategies and tips. [00:00:33] Growing a small business isn’t easy. To be successful, we know three things for sure: You have to work hard. You have to be bold. And you must constantly learn. We're gathering some of the best minds in the business world to share their ideas and strategies with you, so you can grow your business easier, be more profitable, and have a lot more fun being a business owner. We’re on a mission to connect the world of wellness. And this is the MINDBODY BOLD Show. [00:01:09] What's up everybody. I’m Mike Arce. Welcome back to another episode of The BOLD show. Today I'm here with Felicia Romero.
(Felicia) Hi guys.
(Mike) I am excited to have you on because you know how to get on TV and you know how to use the media better than anyone. We've had someone on the show before that does it for others. But you do it for yourself.
(Mike) And you do it well.
(Felicia) I like to think so.
(Mike) So right now, you are an online coach for people that want to get in better shape, improve their metabolism, and all that. But prior to this, not too long ago, you actually had a pretty successful fitness studio that now is sold to other management and you are basically doing your own thing online to help people of the world.
(Felicia) Yeah absolutely. I just wanted more impact, more freedom.
(Mike) So I totally get that. And because of your ability to build up your media, that opportunity seems rather easy. So what I want to do is, I want to talk about how people that are watching and listening right now that own yoga studios, or fitness studios, or salons, or massage, whatever. I want them to learn from you—how they can follow in your footsteps and be able to go from somebody who feels like a relatively unknown to the community, to somebody that I just can't get on TV. OK. So how often do you get on TV? [00:02:34]I would say three to four times a month. [00:02:38] So when you get on TV three to four times a month, is it the same network? Like NBC, over and over? ABC, over and over?
[00:02:48] (Felicia) I'm actually able to be successful on all of the networks. [00:02:52] (Mike) So give me an example. What are networks looking for? [00:02:55] (Felicia) So just to give you an example, a couple of weeks ago, on a Monday I was on Fox News, on a Tuesday I was at CBS, and on Thursday I was at NBC. [00:03:04] (Mike) OK. So now before we dive into this, can people that are watching do what you're doing? Or is this for only a select few? [00:03:12] (Felicia) No, absolutely. Anybody can do this if they know what to do and how to do it. [00:03:16] (Mike) And that's what we’re going to talk about. Alright, here we go. So I want you to imagine that you are just starting over again. Like you haven't had an opportunity, yet. What's the first thing that you do in order to even learn where the opportunities are? Where you should start. Walk me through the journey. I want you to coach me on this. [00:03:35] (Felicia) Well, that's where social media comes in. You stalk of the news anchors on each different network, and you pitch. So, what's going on? What's current in that field? For me, it’s obviously fitness. So is it National Sugar Awareness Month? Or something like that. So I basically go in, and I look at each network. I contact all of the top anchors on that network through Twitter, Instagram, Facebook. I create some sort of relationship with them. I reach out to them. And I start pitching ideas. [00:04:07] (Mike) So do you reach out to the network on Twitter? Or do you reach out to specific people in the network on Twitter? [00:04:13] (Felicia) That's a really good question. I actually reach out to specific people. You’re going to get more of a response that way.
(Mike) So how do you know who to reach out to you?
(Felicia) First, you follow the network. Then you look at all of the anchors that are on that network, whether it's morning news, afternoon, nightly news. You're going to be a little bit more successful with the morning news, just to be honest. They’re a little bit more open and apt to want to bring new people on. And then, once you create those relationships and you start networking and you have great ideas and you're great on camera, you are going to be asked back. And that's where you create those relationships. [00:04:47] (Mike) So now, when you find them on, let's say, Twitter. Obviously, we have to have Twitter.
(Felicia) Social media, you have to be active on that.
(Mike) OK, so we get a Twitter account. Is there a way you should set up your bio in order to make sure that when they see you, they know exactly who you are and what you do? [00:05:02] (Felicia) Absolutely. So for me, health and fitness—everything health and fitness. Like, I am the expert in health and fitness. You want to appear that way about the things that you post. The things that you promote. The sort of branding that you're putting out there wants to reflect, basically, what you're trying to promote. So if you are in that health and fitness space, or Pilates space, or yoga space, you want to be the go-to in that space. [00:05:25] (Mike) Now for some of you right now, because we are going to go more into the strategy to take us all the way through. Some of you may be thinking, that sounds like a lot of work. Remember you get this stuff for free. You're not paying for this exposure, right? And you're stuff is being seen by thousands of people within your community, regularly. So it's worth the squeeze here. Yes. Let’s get it done.
So now we got our bios setup. And you know, it’s got a really great picture, and you should check out Felicia Romero’s bio if you want inspiration—what's your Twitter handle?
(Felicia) Felicia Romero.
(Mike) OK, so that's easy. So @FeliciaRomero. So look at her bio and you'll see what she did, as far as what type of picture she put up, and cover photo, and the kind of stuff she put in her bio. And then also the kind of stuff that you read or we post. So now you find, let's say, the guy that typically interviews people like you. Right. Which would you call journalists.
(Felicia) Or I would say the anchors.
(Mike) So what's the name of one of them?
(Felicia) Javier Soto, he’s a great one. [00:06:27] (Mike) OK, so let's say you find Javier on Twitter. And you go OK, here you go. I'm going to say something to this guy. Do you Tweet him 100 characters? Do you direct message him? How do you reach out?
[00:06:39] (Felicia) Well first, you have to create the relationship and create the awareness. So I don't necessarily send just a message like, “Hey, you know, bring me on your show.” I comment on some of his posts. Give suggestions or re-Tweet his posts. So for example, if he Tweets something that he saw that day, I'll respond back. Like, “Hey, that's really cool.” Or create a suggestion where he recognizes and sees my name, versus just sending a really obscure message to him. [00:07:09] (Mike) So, hey, that's really cool. That sounds like we could just copy, paste that to everyone's Tweets. So, do you get specific? [00:07:16] (Felicia) You definitely could. I can't really give an example, so maybe—
(Mike) Let’s say, six habits to implement into your morning routine. [00:07:25] (Felicia) Yeah. And so maybe I would comment on that and say, “Hey, I really like number three. I do that as well.” Maybe I want to get him to respond back, so I might ask a question. Something like that. But you definitely want to create that interaction and that's how the relationship is built. [00:07:39] (Mike) So maybe like, hey, these six tips were great. Will you be doing other segments like this?
(Felicia) Yeah exactly. And then, maybe do that for a couple of weeks before you send that message out, and say, “Hey, I have this really cool idea.” How about you bring me on the show and we talk about it. [00:07:53] (Mike) So planting the seeds. Getting them to know you, because you're commenting on this stuff which, by the way, people really like. So you're commenting on this stuff, and now because the familiarity is there, there's a little bit more trust. Familiarity creates trust and trust creates comfort. So at this point, we want to be comfortable with you, and getting on a phone call with you. OK. So now, we've gotten that trust. We've gotten the comfort. I’ve built a little bit of a relationship by commenting and re-Tweeting and all that stuff. So now, it's a couple weeks, and I’ve done maybe four or five of those. OK, now when do I pitch? What’s the next step? [00:08:30] (Felicia) So the next step is to research what it is that's going on and current events. People love current events. They want to be talking about what's going on, in the now. So, you know, look at local news. Look at current events. Anything that is fitness, trendy, relatable.
(Mike) Well, you've been on four or five times in the last couple weeks. What were the segments?
[00:08:48] (Felicia) So for example, a couple weeks ago, I pitched the best exercises for people who stand all day at work. And the best exercises for people who sit all day at work. And I hit every single network and I was probably on every network that week, talking about that. Just for that one pitch. And so, it was relatable. You know, there's a lot of people out there that sit all day and there are people out there that stand all day, as well. And they need to know what those exercises are, and what the best things are to do. So I did the pitch and they bit. And I must say, I get a lot of No’s. So you have to keep trying. [00:09:22] (Mike) And less of those now that you have built the relationships with people, and they know you and have met you. And you deliver value. But in the very beginning, the no’s were a lot heavier. [00:09:32] (Felicia) Absolutely, and that's why, if you're getting discouraged, please just keep trying. Because chances are, there's going to be one that fights. And that's the in, and that continues building that relationship. [00:09:41] (Mike) OK, so we know the topic. Let's say it's five exercises that you should do if you stand all day at work, or sit all day, or whatever. Now, do you direct message him on Twitter? Or do you Tweet him? [00:09:56] (Felicia) So I would send a direct message, and I would ask for an email. A lot of these anchors actually have their email. They say, “Hey, for story ideas or segment ideas, here's my email.” I take that email and I will make it a little bit more personal. I'll actually email them.
(Mike) Now let’s say you don’t know the person. Obviously, people like Javier, you know him. So the email pitch is going to be a little different. But let’s say you don't know the person that you're pitching that stance exercise idea. What's an example of the subject line that you use in order to really get their attention? And then what's an example of what the body would say?
(Felicia) Oh gosh. I would definitely say, “Hey, I have an awesome idea for you right now.” There's something current that all of your viewers need to know or be learning. Or something like that. But I definitely want to get their attention with: Hey, I have something really important to show you or talk about. [00:10:43] (Mike) And now, do you give them any type of insight on what that is in the body? [00:10:47] (Felicia) Absolutely. Bullet point. You don't want to waste their time, and you don't want to beat around the bush. So I get super straight to the point on what I am trying to bring to him. [00:10:58] (Mike) Now, let's say they say, “OK. Yes. We want to have you on.” How do you prepare for that segment? Because those segments are like three or four minutes long. You don’t get a ton of time. I mean that is a lot of time when you think of the TV commercial breaks. But it's only three or four minutes. So how do you prepare to make sure that you say everything you want and need to say in four minutes? [00:11:20] (Felicia) And that's the tough one. That's where you have to practice. If you're not familiar with being on camera, that’s where you have to practice. Because most of these segments are live. They will go so fast. The nice thing about working with an anchor, they are going to ask you questions and they're going to move things along rather quickly. But you want to remember the key points that you're trying to get across. So, those bullet points that you sent Javier earlier on, that's what you're going to actually talk about in the segment. But again, the anchors are so good about guiding you, that it goes pretty smoothly. It's literally like you're having a conversation with a bunch of camera crews around you.
(Mike) Now, let’s say again, you're starting from scratch. You don't know Javier, maybe you don't have 50,000 followers on Twitter or Instagram. I think you have 80,000 followers on Twitter. Let’s say you don’t have all of that. You have, maybe, a few hundred followers on those platforms. Do you think it's necessary to mention who you are on the email or do you skip it? What's the best method to make sure they have credibility in you? [00:12:18] (Felicia) Yeah, you absolutely want to mention your name. Maybe the things that you've done. Yeah, if you own a studio. Or if you've done anything credible, written articles, things like that. They are obviously more apt to do those sorts of things if you have that credibility. But it's not impossible if you don't have the following. You have to get your foot in the door somewhere. So it's the pitch. It's making sure you're current. It’s making sure you have something valuable because they want value. And the way that you word it, and how you come across. So, don't give up. Be persistent. [00:12:52] (Mike) OK, so now I'm prepared. I practiced at home. I found a way—because do you know the questions ahead of time? Do they send those to you?
(Felicia) No. You know, obviously, what you're talking about. But you honestly do not know the question that they're going to be asking. They might go through it a little bit right before you go on live, but it's pretty off the cuff. [00:13:13] (Mike) OK. But at least you know what you’re going to be talking about because you know what the topic is. So you go into that. You practice it. You’re like, I think I can get this all down into three minutes. Now, worst case, I got an extra minute for questions. So you got that down. Now, I think I remember you telling me, you come to the table typically with other topic ideas. Because now, instead of on Twitter, I have Javier face-to-face. We’re sitting right next to each other. So now, you pitch him other ideas. So how many ideas do you typically come with? And are they pretty close to what you're pitching right now? Or do you find different things?
[00:13:47] (Felicia) I'll find different things. This is the perfect example. I had CBS. I did a news segment with them. And after the segment was done, I pitched the anchor that was there—her name was Heidi—five more ideas. And she loved them, and we were already scheduling our next couple of segments. Yeah, I got her locked down on three or four segments that all aired at different times. So we pre-shot them and pre-recorded them. And I was on for a whole month pretty consistently on that network, which was CBS at the time. [00:14:21] (Mike) So, what's it done for you? Like what was the return? When they go live, does your phone ring at all? Do you get emails? Or do you go to the story? What is all the return on something like that for you? [00:14:36] (Felicia) Really, all of the above. It helps the following, it really helps the credibility. It gets your name out there. It gets the gym out there. It gets the studio, or whatever you might be promoting at that time. And it really helps build your following and credibility. [00:14:49] For me, it's really built the local name, the local fitness personality name, as the go-to person. And it makes it a little bit easier for you to get picked up on other networks, for people wanting to go to you, wanting your advice or expertise. Because you're the go-to person. And that's kind of cool to have. And it just only helps your credibility in the long run and your branding. [00:15:11] (Mike) So one of the things that's, you know, not just for Felicia but brands in general, that works really well, is when you have that familiarity. So when you go to a conference. Let’s say we went to the MINDBODY BOLD Conference, right? And you were there and you saw two booths, right next to each other. They virtually offer the exact same service. But one of them, you’ve seen before several times. And this one, you've never heard of, ever. Which one do you feel more comfortable going up to?
(Felicia) I would probably be more comfortable going to the one that I've seen before.
(Mike) And now, if this person is telling you, you can do this and help you this way. And this person is telling you they can help you can do this and do this way. Which one do you feel more trust in?
(Felicia) Probably the one that has the most exposure.
(Mike) Right, the one that you’ve seen. Familiarity creates trust. You guys probably feel that, too. And so when people come into your studio, they say, “I've seen you on TV.” Is that conversation a lot different than if they had never heard of you? [00:16:05] (Felicia) Absolutely.
(Mike) In what way?
(Felicia) It's like there is already that relationship built, almost. Like they already feel like they know me. They're already there. They already trust what I'm saying. I don't have to prove anything to them. I don't have to prove that my system is a better system, or that my way of burning fat is better because they're already trusting me. They're already ready to go. [00:16:26] (Mike) And a lot of your segments are shot in your actual studio.
(Felicia) Yeah, right.
(Mike) And so when they get in there, people are like, I've seen this already.
(Felicia) Oh yeah, absolutely.
(Mike) And that creates a warmth for them, as well. So, video is amazing, guys, in general. But when you're able to get that video in front of a ton of people in a trustworthy place like TV, it really helps develop that trust. And as you guys know, if you're selling—which, if you are a business owner, you're selling all time, right. Even if you have salespeople, you're selling your salespeople on selling. But you know that the sale is so much easier when the person already knows you, what you do, and can trust you.
(Felicia) And the trust is there.
(Mike) OK, so final questions. Because I want to know. You've been running businesses now for a while. You’ve been doing really well. You've grown. A lot of people know who you are. Tell me about some routines that you do, as an entrepreneur, that you know you need to do regularly. Whether it's reading, or whether it's going to events or conferences. Whether it's podcasts. Whatever it is. What are the things that you always do to make sure you're becoming a better entrepreneur? [00:17:38] (Felicia) I think, you know, healthy habits are so important for anyone out there because it's easy to get off routine. As we were talking about earlier, it’s easy to get off a workout routine or anything that you might be doing. And for me, being an entrepreneur is so much about the routines and habits that you create. Because really, the way you spend your time really predicts how productive you're going to be. You know, so for me, I always make sure that I'm learning. I'm learning whatever is new on Instagram. Webinars, podcasts—I am reading, I’m watching your podcasts. And things like that. It's super important because if you're not learning, you're not growing. There's always room to grow. So for me, it's definitely creating that space for myself to always try to be better, and learn more, and learn from others, and the people that I surround myself with. So, I think it's really, really important. [00:18:26] (Mike) Awesome. OK, well Felicia, you shared a lot of really great tips today. And it didn't come from someone that thinks it works. It comes from someone that is always doing it. You've been doing it for years now. Like you just said, you were on TV four times in the last two weeks. [00:18:41] And that's just incredible. So thank you so much for sharing with the MINDBODY BOLD crowd. And for everyone that was watching and listening, thanks. And we'll see you next week. [00:18:54] Thank you so much for joining us today. If you like this episode, you can subscribe to our podcast on iTunes, Google Play, or Stitcher, and to our YouTube channel to never miss an episode. [00:19:05] You can get all the links by going to BOLDShow.com. Thanks, and see you next time.
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