How do get you the media to come you?
How do you get them to recognize you as a news source – someone they can call when they need your expertise on their story?
You want to appear as the authority in your field and a good source of continuing news content for them. For example, if you're teaching fitness online and there's a new study that says doing naked jumping jacks burns twice as many calories as doing them with your clothes on, you want the media to contact you for a quote or to answer a few questions.
In a nutshell, advertising raises defenses and news lowers defenses. As an aside, next time you write an ad, whether it's a sales page, an email, etc., try framing it in the style
