My guest today is Nanci Murdock, my manifesting coach. Today’s episode is like no other we’ve ever done before. We’re going to be talking about really and truly getting everything you want from your life, your relationships, your business and of course your media. Nancy has her own course teaching women to invest and save millions in bank and financial advisor fees. She holds the highly respected designation of Chartered Financial Analyst (CFA). She’s also a marketing guru and the former head of marketing for BCA research. She’s also extra special because she has this totally wild tool in her tool kit that helps her make a ton of money in ways that defy logic. Today we’re going to share true life stories that prove manifesting works. This is the story of a beach vacation, some air miles points, a pair of $1400 cowboy boots, a mini cooper that turned into a garden and more.

Three steps to manifesting:

After you’ve done this give it a week and then go and look at your story again. See what kind of adjectives and adverbs you used. Look for words like get rid of, toxic, difficult, shame, awful. Those words show that you have a negative money story. Then go back and rewrite your story. A story is just something we tell ourselves about our history and it can be rewritten.

Don’t lose track of the why: You don’t want to get so focused on the goal that you lose track of the why behind the goal. The why is the important part. You might say you want this job but really you just want your father to be proud of you. You equated one outcome with another outcome. But those are actually two separate pieces that may or may not go together in real life. Nanci spent years wanting a mini cooper because she wanted the feeling of having something of her own to take care of and enjoy. Then she discovered her garden gave her those exact same feelings.

Pennies: Always pick up pennies on the street. The universe will give you exactly what you want and if you walk past money it will think you don’t want anymore.

Organize: Organize the money in your wallet, get rid of old receipts and take care of your checkbook. Show you care about money and are serious about this.

Pay Bills on Time: Be thankful for your bills because someone trusted you with credit. Why violate that trust?

If you have a manifesting story or something that you’re trying to manifest you can reach out to Nancy and send her an email and tell her the tip that helped you push the envelope on making your dreams come true.

Nanci is sharing a guided meditation to sharpen your manifesting skills. Get it here: 

http://bit.ly/1O51qUV

My guest today is personal security expert and identity theft speaker Robert Siciliano. His 30 years of experience and expertise in all aspects of security have gained him audiences across a wide variety of media. Mr. Siciliano’s credentials include hard-hitting and provocative contributions to TIME, The New York Times, The Washington Post, The Wall Street Journal, USA Today, Forbes, Fortune, Business Week, Huffington Post, Cosmopolitan, Good Housekeeping, Reader’s Digest and Consumers Digest. He is a regular contributor to Entrepreneur and has appeared as a guest commentator on The Anderson Cooper Show, John Stossel, The Steve Harvey Show, The Today Show, CBS Early Show, Good Morning America, CNN, MSNBC, CNBC, Fox News, Inside Edition and Extra among others. His clients include GMAC, The National Association of Realtors, Domino’s Pizza, United Bankers Bank, Exxon Mobile and many more. Siciliano’s goal is simple – to wake up and empower people throughout the world so they can avoid becoming victims.

Personal Security: Personal security includes the physical security of your person, your family and your home. It also includes information security which involves protecting your identity, data and devices.

Is this just paranoia? Paranoia is the opposite of what Robert does or teaches. Paranoia is a form of mental illness. People who are paranoid are out of control, disconnected and overwhelmed every moment of the day. What Robert teaches causes people to feel a tremendous amount of control. It allows them to feel grounded and connected to their world. 

Once you understand personal security and how it works it’s like riding a bike. Once you achieve that balance you’ll know how to ride it forever effortlessly. It’s the same for personal security once you understand what your options are and put those systems into place.

SEO and SEM: SEO is search engine optimization. SEM is search engine marketing. They work hand in hand to get your brand front and center. It should be the goal of anyone selling anything to show up on the first page of the search engine.

Top three tips for pitching the media and getting their attention:

1. Pitch something relevant that’s current and timely. It’s not so much about you as it is what you can provide them. They are looking for something a little bit different. After the Ashley Madison breech a lot of data security experts got called. Robert is a data security expert too but he also talked to the victims and was able to share what they told him and the advice he gave them.

Whatever your pitching the media on especially if it’s a breaking news story see if you can find a layer to explore that would really be yours and set you apart from everybody else.

2. Speak to something that falls into the realm of your expertise. If you’re an egg decorator you’re not going to find many media opportunities except at Easter. Search for places that eggs might be relevant at other times. On Halloween when kids throw eggs at houses you can talk about how eggs damage the siding on houses and how to get that off.  

Be an expert for crying out loud which means you devote a certain amount of time, energy and resources to learning around your core expertise so that you’re really an expert not just on your niche subject but outside of it as well.

3. Don’t spend even five minutes talking about something you’re not remotely an expert in or you’ll just come across as a fool. You’ll ruin your credibility and do more damage than good.

Be available: When the media calls if you don’t answer the phone they will call somebody else.

Tips for doing a brilliant interview: Get good at what you do, know your topic, become comfortable with your content and speak to the fundamentals. With every topic and issue there are fundamentals in regards to that particular topic. In episode 3 with Gerard Braud he talks about exactly how to do this step by step.

·      Robert’s advice on how to get out of the baby pool and into the ocean:Answer the phone. Robert says he is the only person he knows that has spoken to every major media naked! That is because he answers the phone wherever he is and whatever he’s doing!

·      You can visit Robert’s website at [www.robertsiciliano.com] or follow him on Twitter at @RobertSiciliano or @IDTheftExpert

·      Write headlines no journalist can resist, with the 58-headline template pack [http://babygotbooked.com/headlines]

Our guest today is here to tell us why journalists are your worst best friends. Tanya Birkbeck is a bilingual multi-media broadcast journalist who works on staff at CBC Montreal. She files daily to national and provincial news casts for radio and television and also creates web and social media content for the Canadian Broadcasting Corporation. She’s a trained video journalist and has worked internationally producing news reports and radio documentaries while also training and mentoring journalists. She will also tell us about how she launched the world’s first feminist cat magazine!

Tanya’s Inspiration: Tanya grew up on a grain farm in rural Saskatchewan. She was an only child who lived out in the middle of nowhere. She spent a lot of time reading books and writing about her animals. Because of this upbringing so far away from everything she developed an incredible curiosity for the rest of the world. This was the inspiration for what would later become her career in journalism.

Feminist Cat Magazine: As a kid Tanya created a lifestyle magazine for female cats called Catelaine. It was inspired by Chatelaine, Canada’s largest women’s magazine. She borrowed Chatelaine’s logo and did the illustrations and wrote the articles using her own cats as characters.

Worst Best Friend Ever: In terms of their relationship with their sources journalists are the worst best friend ever. They’re the best friend who doesn’t respond to your messages, misses your anniversary and doesn’t come to your kid’s birthday party but all of the sudden when they need to borrow your car to move they are calling and saying “can you have your car over here five minutes ago please?” It’s nothing personal journalists are just very hard to get a hold of because they are extremely busy. Follow up, follow up, follow up.

The importance of that first line: The subject line has to catch their eye because they are scrolling through dozens of messages. It should inspire curiosity that makes them have to know what the second sentence is because they are so hooked on the first one. It is like buzz feed headlines that you can’t resist clicking on even though afterwards you can’t believe you wasted your time on it.

Be a little quirky: The things that make a good interview are clarity, getting to the point and it helps to have a quote that’s a little quirky. Make your point in a way that doesn’t sound exactly the same as everyone else. Let your personality come through a little. For example Tanya talked to a doctor who was against a proposal of having a non smoking and smoking area on a terrace. The doctor said “that would be like having a peeing and non-peeing area in a pool”. 

·      Tanya’s a-ha moment that took her out of the baby pool and into the ocean: She was working as a producer on an art show in 2012 when the student protests occurred. They were looking for some reporters and she had worked as a reporter years earlier. They asked her if she would like to go back to reporting and when she did she realized it’s what she loves and wants to do for her career. When you’re doing something you really love you know it in your heart. If you don’t really love what you’re doing you’ll know that too. Figure out what you love.

·      You can pitch Tanya your stories via email or twitter. Her email is [email protected] and her twitter handle is @tanyabirkbeck

·      Tanya is also active on instagram where she posts a lot of journalists in the field style photos. It’s a good way to get to know what interests her.

·      Look me up on twitter at @lifewithgeeta or check out the resources on my blog at [geetanadkarni.com] for example the template for the perfect mediagenic bio that you can get written in under 15 minutes

·      Write headlines no journalist can resist, with the 58-headline template pack [http://babygotbooked.com/headlines]

My guest today is someone I met during an appearance on the Washington Business Report. Josh Boak is an economics reporter for the Associated Press. Previously he worked on staff at the Fiscal Times, Politico, The Chicago Tribune and the Toledo Blade. He’s been educated at Princeton and Columbia and is a Livingston Award winner and Pulitzer finalist. Additionally Josh has worked as a researcher and reporter on Bob Woodward’s book Obama’s Wars and spent time freezing in the Afghan desert for the Washington Post. Perhaps the most intriguing thing about Josh is that when you meet him backstage he wears glasses and comes across as quiet and mild mannered like Clark Kent. Then as soon he goes on the air he takes off his glasses and becomes this super animated, opinionated super guest. For today’s broadcast I asked him to take his glasses off.

Don’t Deny, Justify: Josh learned this rule back when he did improv comedy and applies it to his journalism career now. Make active rather than passive decisions. Don’t say no. You want to keep the conversation going which often means you say “Yes, and…”

History of the Associated Press: The associated press started in the middle of the 19th century during the Mexican American War. The newspapers in New York didn’t know how to cover the war in an affordable way so they teamed up and created their own version of the Pony Express. In this way they were able to relay news from where the fighting was to the offices in New York City.

How a wire service works

·      AP gets the news in some cases a little bit early on an embargoed basis. This means it can’t be released to the public yet.

·      Josh or another reporter will write a short story of about 150 words. This gives the news in a breaking sense.

·      The story suddenly appears on computer screens at newspapers as well as on websites all over the country. If you’re listening to the radio often the announcer will read it from a printed page.

·      Five to ten minutes after the first story launches they will have another 450 words going into more detail about what the report is.

·      They will flesh that out with quotes from interviews and additional details from other reports and bring it together in one last version.

Josh’s definition of economics: It’s fundamentally about how you make choices. The choices you make influence your life. You might pack your lunch or decide to buy it from a food truck. If you packed your lunch that’s money you’re trying to save so that you can spend it elsewhere. That is economics. If you buy your lunch from the food truck that’s also economics because you’re saying I get more satisfaction from eating this food.

Advice for pitching a story: What matters is someone doing something unique or interesting. Don’t assume that just because it matters to you it will matter to the reader. In so many cases it doesn’t because it’s a form of self promotion. No one wants self promotion unless they’re a Kardashian. It also hinges on your ability to tell a story, why your story matters and how it relates to something that others would care about. They have to be able to tie the story to something larger that is much more than you or it’s not going to work.  

·      Josh’s advice for getting out of the baby pool and into the ocean: Don’t be afraid to be edited. Edit yourself and look for the edits of others. The goal is always to make a better story. What’s cool about it is other people can help you get better but in the world of journalism you still get the credit.

·      You can contact Josh on twitter at @joshboak

·      Write headlines no journalist can resist, with the 58-headline template pack [http://babygotbooked.com/headlines]

·      Geeta is putting together a Q&A episode. Submit your media related questions on the contact form at [https://geetanadkarni.com] and she will answer your questions on the show.

Jen Grisanti is an acclaimed story and career consultant at Jen Grisanti Consultancy Incorporated. She’s also a writing instructor for NBC’s Writers on the Verge, a former studio executive and a blogger for the Huffington Post. Jen is the author of Story Line: Finding Gold in your Life Story, TV Writing Tool Kit: How to Write a Script that Sells and her latest book, Change your Story, Change your Life. She is an absolute power house. We share a lot of similar ideas around the theme of your story is everything and everything is story and how that really colors your reality, your relationships and your business.

Three different stories that entrepreneurs need to think about:         

1. The story of what led you to open your company (your why). Your personal dilemma is your why. Understanding your why is everything to your success.

2. The story of your company (your company’s why). The why of Jen’s company was looking at her customers and recognizing with her clients what their why was and how her company could be the answer to their why.

3. The story of your customer (your customers why).                                                   

Jen Grisanti’s why: Jen’s world was thrown out of balance when she lost her job as a studio executive at Spelling Television and CBS Paramount following the death of her mentor Aaron Spelling. She felt like 15 years of work went up in smoke. She had to connect her dilemma, which was the fear that everything she had learned would no longer have value. Her why was to create a business where everything she teaches focuses on her strength as a studio executive.

Mission statement of Jen Grisanti Consulting, Inc: To stop isolation and create community through the telling of story on a global level

How story telling leads to more customers: Story needs to come from within. In order to understand your story you need to go there with people and when you do you create a client who wants to come back for every story. Not only that but they will want to share it with their friends and you will have clients that are coming from your clients. Then you will have clients who are going to stay with you for years because they enjoy the emotional connection.

Rock bottom moment: Every new story begins on a rock bottom moment. Instead of looking at the rock bottom moment as the worst thing that could happen, look at it as the best thing that could happen. The rock bottom moment represents the end of something that wasn’t working and the beginning of something that could.

What took Jen out of the baby pool and into the ocean: The recognition that we can fail forward. When we fail we get information on what’s not working and clarity on what could work. Failure was a huge part of the past of many very successful business people. Failure represents that we tried. If we’re not trying then big success is never going to happen.

·      Free gift from Jen: To receive her Log Line Worksheet and special offers, click HERE! [http://www.jengrisanti.com/blog/]

·      You can also find Jen on twitter at @JenGrisanti

·      Read Geeta’s article “Why I Quit Sucking My Thumb at Age 34 (Yes, It Was a Business Decision)” [http://www.entrepreneur.com/article/245774]

·      Write headlines no journalist can resist, with the 58-headline template pack [http://babygotbooked.com/headlines]

Today’s guest is my friend and former colleague Elysha Krupp, the U.K fine living and lifestyle editor at AskMen.com. As the world’s largest men’s lifestyle website in the world, AskMen.com has more than 14 million monthly readers in the U.S alone. Elysha focuses on travel and food, loves to eat herself silly and compensates with fitness. Today we dig into exactly what it takes to excite the team who speaks to and serves the largest online male audience in the world.

About the AskMen.com platform:

·      Started about ten years ago with a real focus on SEO (search engine optimization). Today a lot of their traffic comes through search engines like Google.

·      Offices in London (which is where Elysha is based) Sydney Australia and Montreal Canada where the headquarters is located.

·      Covers everything from fitness, dating, sports, news and anything else under the sun that could possibly spark a man’s interest.

·      Incredibly diverse with thousands and thousands of articles on every different type of lifestyle sector.

The kinds of stories they cover: About 80% are features and 20% are straight news. In terms of news what they cover is anything related to men’s interests.

The best way to get noticed as an expert: Pitch something that is concise and to the point. Do the research and make sure what you’re pitching makes sense for them. Ideally it would be something that they are already covering.

Pitches that get deleted right away: They get a lot of pitches where it seems like whoever the PR person is hasn’t even been on the website. They receive pitches about things like kid’s toys for example. These are the kinds of things that will be deleted right away.

Getting set up as a contributor: If you’re willing to write a full feature that is always greatly appreciated and the easiest way to get on board. If you’re a small business owner and there’s a decent writer in your company that helps a lot. If it works out for you to become a contributor they can set you up with an author bio and you can become a regular contributor.

Elysha clicks on emails that:

·      Get to the point quickly
·      Aren’t  long and wordy
·      Are relevant to something happening locally or in the world 
·      Timing and relevance are the biggest factors for her

Pro tip: One of the best ways to figure out a why now to hook your message onto is to Google awareness days or hallmark holidays. Put either of these two things in quotes and put them in Google. There’s an awareness day for everything.

Lead time at AskMen.com:  Traditional magazines have an estimated three month turn around, but since AskMen is online their turn around is much quicker. It can be as quick as the day of but if you want the best chance a week is generally ideal.

Sections open to pitches:  The career and dating sections are always open to pitches because there’s an endless amount of options there.  A fresh angle is the biggest piece of advice. Come up with something that is going to provide something new for the readers.

·      Pitching something to Elysha: Think about a creative angle. Don’t just come to her with a product you’re trying to sell but with an actual story. The less work she has to do for you the easier it will be to get coverage. If you come with an already prepared full angle and story then it will make her life easier and she will be more willing to run it.

·      Elysha’s advise for getting out of the baby pool and into the ocean: If you won’t read something your readers probably won’t either. If you wouldn’t accept your pitch then don’t pitch it. If you’re not interested in it why would a reader be? You are ultimately your first reader and you are ultimately your first client.

·      Contacting Elysha with a pitch: Email her at [email protected]

·      You can also find Elysha on twitter at: @ElyshaKrupp

·      Write the headlines of a journalists dreams with the 58 headline template pack at [http://babygotbooked.com/headlines]

My guest today is a true media ninja. Jess Todtfeld is going to share with us the techniques he used to break the Guinness World Record for doing the most radio interviews in a 24 hour period. In addition to being an amazing public speaker Jess Todtfeld brings with him 13 years of experience as a TV producer for NBC, ABC and FOX. He’s booked and produced over 5,000 segments. His producing credits include being part of the team that launched the O’Reilly factor and Fox and Friends.

Reach out to the boss: In radio the boss is the program director so Jess made a list of program directors for talk radio around the U.S and just worked that list. He would send out emails with different angles, or hooks, on the story. You have to be smart about this though.

The most important part of an email pitch: Writing the subject line is the most important thing you can do in the process of pitching. It has to be a headline that grabs people, lets them know it’s not junk, and compels them to open the email.

One extra layer: The headline needs to be in the email big and bold and should look like a newspaper headline.

Avoid “spray and pray”: In the PR industry “spray and pray” refers to sending junk emails out all over without even knowing who you’re sending it to and without putting your name in it. This rarely works and if you do it you’re setting yourself up for it to be terrible.

Pro tip: Make your emails look like you literally wrote it to one person. Jess will copy and paste his email signature from his personal email so it looks like he’s sent out just one email.

The importance of using an email service provider with tracking:

·       Allows you to see whether someone has opened your email, how many times they’ve opened it, and any links they’ve clicked on. Gmail, and other personal emails, do not allow this.

·       Use a system to keep track of who clicked. These are your top people who have some level of interest. You can then take the extra step of picking up the phone or sending a one on one email. For those who never opened the email you can try sending out another email with a different subject line or angle.

Pro tip: Never tell someone that you know whether or not they clicked on your email!

Jess’s ninja tips for getting press: Have your list of media contacts queued and ready to go so if something happens in the news or in your business you can jump on it. Be like Nike and just do it. In the beginning of the email say “Hi (First name)” followed by “Does the story below work for your show?”

One of Jess’s secrets to success with the media: Help them and do as much of the work for the media person as you can. Be a resource to them. Ask what you can do to help whether it’s providing pictures or video or even suggesting other interview subjects.

More ninja tips:

·       Put pictures in the body of the email. A newspaper without pictures is boring. Your email without pictures is also boring!

·       If you know someone who would be a great fit for a show suggest them to the producer.

·       Jess’s advice to get out of the baby pool and into the ocean: Play big, be dedicated to your process and figure out who your target market is.

·       Find the shortcut to getting your email opened by the producer of your dreams with the 58-headline template pack!

·       For a special limited time offer on Jess’s media list visit prmarketinginsider.com and use promo code “baby”. When you sign up write Jess a note telling him something you liked about the show today and he will respond to you personally.

·       Listen to this episode!

Today's guest is will be helping us with a topic that a lot of my students struggle with: how to write good content. Whether you want to write a pitch, an article, a blog post, or a book, John Peragine has answers on how to get it done--and how to make it your best work yet. John Peragine is a freelance journalist and writer. He is the author of 12 books, has ghostwritten hundreds of others, and writes for the New York Times, Reuters, and Bloomberg News.

When you get the call...answer. When John got his big shot at Bloomberg, it was because he took initiative when he had an opportunity! John had basic confidence in his abilities, but he saw a gap between that and what he needed. So he then did everything humanly possible close that gap. This kind of initiative PAYS!

John's number one tip for getting booked: just ask! If you know a journalist, let them know what you do! You never know when they will take you up on it.

A good story: is authentic. Often people edit themselves before the story comes out of their mouth--don't do that! Let your light shine through.

Don't be afraid to: talk about yourself! People want to connect with the writer. Especially the challenges that you've faced, as well as your take aways.

Pro tip: People won't remember what you said, or what you did. They will remember how you made them feel. Aim for that emotional impact. People connect with vulnerability.

When writing a book (article/blog post/etc), start with:

Pro tip: If readers can synthesize your message in 2-3 sentences, they can become your (free) publicists. If it's more complicated than that, it can become confusing.

In a media interview, your job as an expert is: to provide the least amount of information required to create transformation for your audience. This give the listener space to get involved in the story.

The quickest way to erode your credibility (in writing) is by: writing a bad book. This will kill your credibility much faster than not writing anything at all. Instead, make sure the book is your best effort by getting editors, sticking to the point, and making sure your content is relevant.

The best way to tell if your book passes the "good" test: send the book to as many people as you can for feedback. Your best bet? Other experts in the field. Don't be afraid to ask!

John's tips to spice up "The List" story archetype:

Pro tip: People like to do business with people they know and trust. Sharing your personal story in writing can help people get to know you.

John's advice to get out of the baby pool and into the ocean: Rather than going into a situation with a "want" (I want you to notice me), shift the focus of the conversation onto making them want you!

For more:

Write headlines no journalist can resist, with this 58-headline template pack!

Check out John's books on Amazon here. 

Go say hi to John Peragine at his website, or on LinkedIn.

Listen to this episode!

Ray Hennessey is editorial director of Entrepreneur.com, and has worked as director of business news at the FOX Business Network, where he managed day-to-day editorial operations for the channel. Ray spent a decade at Dow Jones in a variety of positons, notably editor of SmartMoney.com and news editor for Dow Jones Newswires. He's been a columnist for The Wall Street Journal and appeared daily on CNBC television. He was also a regular on-air contributor to CBS News. And, he's a really cool guy!

In this week's podcast, we get everything from fixing toilets (Ray is a former plumber!) to whether you can make a sales pitch in your Entrepreneur.com column.

Entrepreneur magazine: is the leading title for stories on entrepreneurship and the entrepreneurial experience. They like to hear about people who are doing new things and innovating. The website has more than 15-16 million unique visitors each month.

The definition of "entrepreneur" has evolved! It used to describe anyone who started their own business. Now, anyone who is innovating (even if they work within a larger company) are seen as using entrepreneurial principles. Think: disruptors. Innovators. People that are changing industries and companies.

For Ray, the best part of Entrepreneur is: The audience! Smart, engaged, and active participants in the conversation.

What sets Entrepreneur apart from Inc., Forbes, and other business magazines?

"We try to be as opinionated as our audience." -Ray Hennessey

The biggest mistakes people make when pitching Entrepreneur:

Pro-tip: Get to know the magazine and show that you know what they do when you pitch.

An expert is:

Entrepreneur's stance on content marketing: 

What about putting a link to a product or a freebie at the end of an article?

What does it take to become a regular Entrepreneur contributer?

Entrepreneur's stance on copyright and exclusivity:

An example of a pitch that got deleted immediately:

Pro-tip: Pitching is like asking someone out on a date. Find out what they are into before suggesting an activity. (Do your research. Personalize your pitch).

Advice that Ray got to take him out baby pool and into the ocean: Stop thinking that you're smarter than everyone, because you're not. Go into everything with an open mind fills every day full of the joy of learning.

How to pitch Entrepreneur magazine: here!

Gerard Braud is a professional speaker and media trainer and is the author of Don't Talk to the Media Until..., which I have read cover-to-cover and is a PHENOMENAL resource for anybody serious about getting media attention. Gerard is know as the guy to call when the **** hits the fan, and is an expert in crisis communications.

In this episode, Gerard explains why you should NEVER answer a journalist's question directly.

Show notes:

Gerard defines a crisis: as anything that could harm the reputation or revenue of a business. Social media is amping up the risk of communications crises--you never know when a disgruntled customer will take to a Twitter rant.

The best time to get crisis communications training? Before the crisis happens! 

To prepare: sit yourself down on a sunny day, and think about possible crises your business might face, and how to address them.

The worst day to deal with a crisis? The day of a crisis. 

Why you should never answer a journalist's question with a direct answer:

Avoid being taken out of context by preparing 3 preambles:

1. A general explanation of what your company does and how it benefits the world. E.g. At (company name) our goal is to (a big, audacious statement about how you make the world better)

2. State two contrasting truths and then provide your opinion. E.g. Maybe you think A, maybe you think Z, but what I think is ________________)

3. An empathetic-type pre-amble you'd use in a crisis. E.g. "Our hearts are heavy with news we have to share..."

Pro tip: when describing your company's impact, use the word "you" to bring customers in emotionally. For example rather than saying "At company XYZ our mission is to provide gas for cars and oil to heat houses", say ""At company XYZ our mission is to provide gas for your car and oil to heat your home". 

The way to get booked over and over? Do a good job in your interview. Do a good job by:

Become irresistible to journalists by giving them what they need in every interview right away. Give them:

Pro tip: set up your expertise on your own. Don't leave it to the journalist! Give them the words you want them to use in the intro you send. Describe yourself as an expert and guru, and they might too!

Details are not a major component of good interviews. They are only there to prove your point. BUT if you can convert the details into an emotional story, they can have a major impact.

A tip for nonprofits:

Pro tip: If your audience can't understand what you do, they can't hire you.

For more:

Watch the Fox & Friends clip about kidney donor ethics to hear a Braud-approved sound byte.

Access 58 subject lines that work here.