Media Relations

Media refers to channels through which information is communicated, encompassing owned, earned, paid, and shared mediums. Owned media are platforms controlled by an entity (e.g., website, social media profiles); earned media are publicity gained through pitching, word-of-mouth, mentions, and press coverage; shared media are content distributed through social networks, often initiated by users but not necessarily endorsed by the brand.Media relationships & strategy.

Media relations, Social, Earned, Owned, Paid - involves managing the communication between an organization, individual, or firm and the media to ensure accurate and favorable coverage. A robust media strategy encompasses planning, executing, and evaluating campaigns to maximize visibility and brand reputation. By building strong media relationships, a consistent, prominent placements and interviews can be secured, resulting in increased brand awareness, positive public perception, and increased positive revenue. Leveraging these media relationships, can foster implementable targeted media campaigns that directly contributed to achieving revenue and reach goals, driving visibility, and advancing overarching business objectives.

Media Engagement

Engaging with the media and journalists as a small business owner in the yoga, healing, or wellness industry is crucial for several reasons listed below. However, and more importantly, you will need to decide your why. Why is your service, content, event, business newsworthy, shareable, and worth reading/hearing/viewing about? Doing a why exercise will help you narrow in on who to reach out to and why. Be sure to know your why before you do your outreach. If you don’t know, they won’t either.

1. Increased Visibility: Media coverage provides an opportunity for small businesses to gain exposure to a wider audience that they may not have reached otherwise. Positive media attention can attract new customers, clients, and followers who are interested in yoga, healing, or wellness services.

2. Credibility and Authority: Being featured in the media lends credibility and authority to you. Positioning yourself as a Subject Matter Expert or Thought Leader is essential to building trust. When reputable media outlets or journalists endorse your services through positive coverage or reviews, it helps establish trust with potential customers and positions your business as a reputable source in the industry.

3. Educational Platform: Media coverage offers a platform to educate the public about the benefits of yoga, healing practices, or wellness services. By sharing your expertise and insights through media interviews, articles, or features, you can raise awareness and promote understanding of your offerings. As a yoga teacher, teaching and learning go hand in hand.

4. Networking Opportunities: Engaging with journalists and media professionals can lead to valuable networking opportunities within the industry. Building relationships with reporters, editors, and influencers can open doors to collaborations, partnerships, and future media opportunities for your business.

5. Community Building: Media coverage can help foster a sense of community around your business by connecting you with like-minded individuals who share an interest in yoga, healing, or wellness. By participating in media interviews, events, or features, you can engage with your audience and build relationships with potential customers or clients. Partnerships and collaborations tend to show up too.

6. Competitive Advantage: In a competitive market, media coverage can give your small business a competitive edge by distinguishing you from competitors and increasing brand awareness. Positive media exposure can help you stand out, get noticed and share the content.

Overall, engaging with the media and journalists offers numerous benefits for small business owners in the yoga, healing, or wellness industry, ranging from increased visibility and credibility to networking opportunities and community building. By leveraging media opportunities effectively, small businesses can enhance their reputation, attract new clients, and ultimately, grow their business.

Media Toolkit

A media kit, also known as a press kit or a media package, is a collection of promotional materials and information about a company, organization, product, or individual that is provided to members of the media especially niche media. A media kit typically includes key details such as company background, product/service descriptions, high-resolution images, videos, executive biographies, press releases, relevant statistics, and contact information for media inquiries. It is a tool of engagement in addition to being a quick and easy resources for media professionals.

Media kits are important because they serve as a comprehensive resource for journalists, editors, bloggers, influencers, and other members of the media who are seeking information about a particular entity. By providing essential facts, visuals, and contact details in one convenient package, media kits streamline the process for reporters and help ensure accurate and consistent coverage. Additionally, media kits can help generate interest and publicity for a company or product by presenting a compelling narrative and making it easy for journalists to access relevant information for their stories. Overall, media kits play a crucial role in shaping public perception and facilitating media relations efforts.

Media List
A media list is a curated database of contacts within the media industry, including journalists, editors, bloggers, influencers, and other relevant individuals or outlets. It serves as a vital tool for public relations professionals to effectively communicate with the media, pitch stories, and distribute press releases or other relevant materials.

Cultivating a high-quality media list involves several key steps:

1. Research: Begin by identifying relevant media outlets and individuals who cover topics related to your industry, company, or campaign. This may involve researching publications, websites, blogs, social media profiles, and industry directories to compile a comprehensive list of contacts.

2. Segmentation: Once you have gathered a list of potential contacts, categorize them based on factors such as beat (the topics they cover), publication type, geographic location, and audience demographics. Segmentation allows you to tailor your communications more effectively and target the right contacts with the right messages.

3. Verification: Verify the contact information of each entry in your media list to ensure accuracy and relevance. This may involve checking email addresses, phone numbers, and social media profiles for accuracy and updating them regularly.

4. Engagement: Establish and maintain relationships with members of the media by engaging with them professionally and respectfully. This could include following them on social media, commenting on their articles, attending industry events where they are present, and reaching out with personalized pitches or story ideas.

5. Updates: Regularly update your media list to reflect changes in contact information, job roles, publication preferences, and other relevant details. This ensures that your database remains current and effective for your communications activities.

6. Organization: Use tools such as spreadsheets, customer relationship management (CRM) software, or specialized PR software to organize and manage your media list effectively. Use social media to follow all the people on your media list. The social media channel that journalists use the most right now is X. X is useful to credit lists. So create a media list on X and start following every contact you have and engage with them - like and comment on their posts. One caveat on X, it is changing and journalists are migrating toward other social channels so be sure to stay on top of the trends that can give you intel as to what and where the media is sharing and posting.

By following these deliberate steps and maintaining a proactive approach to cultivating and managing your media list, you can ensure that it remains a valuable resource for your communications activities, helping you to connect with the right media contacts and maximize your PR efforts.

Media Resources

Here's a list of media outlets that focus on yoga, wellness, and healing:

1. Yoga Journal: A well-known magazine and website that covers yoga poses, philosophy, health, and lifestyle topics.

2. Gaia: A streaming platform offering a wide range of yoga and wellness videos, documentaries, and programs focused on spirituality, mindfulness, and holistic healing.

3. MindBodyGreen: A digital media platform covering wellness, mindfulness, nutrition, fitness, and holistic health practices, including yoga.

4. Elephant Journal: An online publication featuring articles, blogs, and resources on yoga, mindfulness, sustainability, and personal growth.

5. Yoga International: An online platform offering yoga classes, workshops, articles, and resources on yoga philosophy, practice, and wellness.

6. The Yoga Journal Podcast: The official podcast of Yoga Journal, featuring interviews with yoga teachers, wellness experts, and thought leaders in the industry.

7. The WellNest: A digital platform and podcast focusing on holistic wellness, spirituality, and healing practices, including yoga, meditation, and energy work.

8. YogiApproved: An online publication providing articles, videos, and resources on yoga, fitness, mindfulness, and healthy living.

9. Yoga Digest: A magazine and website featuring articles, interviews, and resources on yoga, health, wellness, and lifestyle.

10. Spirituality & Health Magazine: A publication covering a wide range of topics related to spirituality, holistic health, wellness practices, and yoga.

These media outlets offer vauable resources, information, and inspiration for individuals interested in yoga, healing, and holistic wellness practices.