Leverage Media Opportunities to Achieve Agency Business Growth with Dana Barrett | Ep #81

By Jason Swenk on September 16, 2015

Leverage Media Opportunities to Achieve Agency Business Growth

Looking to use new media opportunities to build momentum for your digital agency and gain new agency business growth?

In this episode we cover:

  • How to create a media pitch that scores an interview
  • Ways to prepare for the interview, and how to knock it out of the park
  • When and how to promote your media opportunity to promote agency business growth


A feature in the media can be a killer lead generator! My guest, Dana Barrett has got a ton of tips for us on getting media attention – and she should know! Dana hosts a daily business talk show on Atlanta 1190AM radio and is a panelist on Tech Edge, a local TV show. She typically interviews 1-2 companies across different sectors every single day! In this episode of The Smart Agency Master Class she talks with me about how a small business can get media attention, what to do once you score an interview and how to keep the momentum going when it’s over.

Make a Pitch

Reach out with a simple and direct email pitch. Be clear on what you do, why it’s different and who you serve. You must capture the reader’s attention in the first 2-3 sentences! Also, show you’ve done your homework by stating why you are a good fit with this audience of listeners, viewers or readers. Don’t throw in a bunch of stats, figures, or “hoopla”, as Dana calls it. The subject line should be equally as direct, like “Possible Show Guest”.

Prepare for the Interview

Know your stuff and be ready to talk about it freely. Dana’s pet peeve: being given a list of topics or questions to avoid. Instead, she says, learn how to address those things even if you have to put on a politician hat and just say during the interview, “I’m not willing to discuss that today.” Local media want to help you tell your story, so give them the talking points you do want to address.

Dana also says you must able to speak about your business in an unrehearsed way. Be confident and genuine. Radio interviews are probably easier than TV interviews because there are less people watching you during the interview but regardless of who’s in the room remember you are there to build relationships both the audience and the interviewer. People want to know who you are, what you stand for, and why you are special. If they can get behind you for those things, then sales will result from it.

Lastly, don’t be boring! Interacting with the media gives your brand a personality that will either resonate with the audience or… it won’t.  But, no pressure! 🙂

Promote the Heck Out of It to Generate Agency Business Growth

Before, during and after…. post it, tweet it and promote it. Whatever your social media platforms, give a it’s imperative to make sure your social followers know about it prior to the interview, the day of, the hour before and for weeks afterwards. Today, everything lives digitally for all of eternity – use that to your benefit!

Also, treat your interviewer as you would any other networking contact. It’s not “one and done”… you can continue to help each other out. Remember, they’re getting something out of this, too. You are providing them with good content and delivering an audience. It’s a win-win.

Media exposure can be an awesome way to generate leads! And, if you want to learn even more ways to generate leads check out my Generate Leads Everyday program with invaluable tactics and strategies you can implement for immediate results. My clients are generating 25-50+ leads every day using this program.

Discover the best Digital Agency Strategies today. Get Online Training to help you setup the right systems and strategies to help you grow faster.

What’s Next for your Agency?

Through leveraging media opportunities, you could see a large increase in agency business growth but this could be detrimental to your business if you aren’t prepared to handle it.

To create the best business possible, you need to look at your agency in the bigger picture to find your strong areas as well as weak spots and then think of how you can fix them. No matter what challenge your agency is facing, I can help you get through all of it.

Through my experience running my own digital agency and helping other digital agency owners, there are many topics I can offer guidance on whether you are an established agency facing struggles to new agencies unsure of what the different phases of growth you will experience will look like.

Growing your agency team can also be a major struggle for any agency owner and I can show from knowing when it’s time to hire a sales manager or expand your sales team to perfecting your business strategy with creating a process for performance based pricing and how to keep your big name clients happy.

Are you ready to create something cool and want more advice? Learn about my career and different experiences as well as tips, tricks and insights by checking out my blogs that cover a wide variety of topics.

Check out more from my Ask Swenk series and more of my videos on my YouTube channel. There you will find advice from me and other agency experts.


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