So many Experts have great talent & messages to offer the world. TVGuestpert is the place to package your message and create the media entity that represents your identity.
Every Story follows it's own precipitous news arc. That's why we, the publicists at TVGuestpert, know how to place the story on the particular wave of crisis.
"It's all about 'pivoting' the story," says Jacquie Jordan, CEO and Founder of TVGuestpert, TVGuestpert Publishing and TVOnCameraTraining. "In this day and age where media stories are more difficult to bury because of technology and social media, it is more important than ever to have the CEO media ready to shift the focus if the storm of the story can't be waited out. And knowing this difference is particularly important."
United Airlines is now going to become synonymous for poor customer service; no more the "Friendly Skies." The CEO took a terrible PR situation and made it worse at every turn.
He broke every rule in the Crisis Management Playbook.
1) Didn't take immediate responsibility.
2) Didn't apologize.
3) Blamed the customer.
The irony of this is United Airlines CEO, Oscar Munez, was named Communicator of the Year by PR Week, only to be dethroned for handling a PR crisis that should have been an apology from the start.
What should have happened:
1) Apologize and restate the companies mission to serve the customer.
2) Reassure the consumer that the company takes full responsibility for a policy that may have caused harm.
3) Craft a legally careful "customer is always right" acknowledgement that customer's are first, and that this customer needed to be taken care of respectfully.
Every Breaking News Story Follows an Arc: https://www.linkedin.com/pulse/every-breaking-news-story-follows-arc-jacquie-jordan?inf_contact_key=f7f10c7b547fc7e53b5f0b022e97209b
This is important to know because depending on your area of expertise, you will know where you will fall in the media requested timeline of appearances. When a tragedy strikes - the first layer of bookings will go to Public Officials and Eyewitnesses. The media is looking for the government body to identify, declare, and detail what has officially occurred. This happens for the first 24 hours of news.
In addition to Government Officials or Public Officials (like spokesperson for an airline), eyewitnesses get the first round of screen time. They add the details to the "official statement."
On Day #2 of a Breaking News Story - the "Digesters" are called in. They don't necessarily need to have any direct relation or experience to the actual event; however, they have experience in the arena of conversation and they are booked to help the viewer "process the information" and "prevent something similar." This can be a former Government or Public Official or a personal story that relates to the experience that either the victims or the eyewitnesses have gone through. This is also the day that the requests will come from Therapists, Psychologists, Life Coaches, Psychiatrists, Grief and Trauma Experts. Producers and Bookers often work from an M.D. or Ph.D. and/or a credible institution backwards in credentials.
On Day #3 depending on whether "new information" is being revealed - the first two days will recycle the same pattern or "polarity" sets in. Producers will look for the two sides of the argument - the Victim and the Victimizer conversation. This is where taking a side becomes important in the layer of speaking points that an expert is willing to take. Weaker, more grey or neutral opinions get pushed further down the booking chain to later days. Having the courage to take a point of view will "up" your chances of getting booked, especially if it's OPPOSITE than what might be expected or predicted based on the access of your expertise. Often, at this stage, "The Voice of Reason" is not invited to the table. However, we believe the "Voice of Reason" can be balanced in the polarity of the conversation, but the Expert needs to be locked down in the boundaries of their own content. PERIOD! This is why we are big "On Camera Training" thumpers. The opportunity is there, but you need to understand how to craft an argument that is within the integrity of your mission statement.
On Day #4 if the story does not have any "new developments" then it often opens up to related or "Kaleidoscope" points of view. This doesn't necessarily require a direct relation to the event or even a polarity of opinion. This is where more of the "What have we learned?" or "What can we learn?" conversations open up. This is where tangible practical tips are required. If it's a fire, "Stop, Drop, and Roll" matter. If it's Prince dying without a will, "What three things do we need to have in order for our own lives and family?" Simple, pedantic, information can get passed here.
There is an opportunity in every story to share your part of the tale and to contribute to the collective story; however, demand, timing, and content are key. When you get booked, execution of the material will be what determines your rebooking.
The way I make my living is by aggregating opportunity and mitigating rejection for other people. It's packaged under fancy names like Producer, Publisher, and Publicist. I have become a connoisseur of mining connections that help my clients grow their core businesses. When I wrote the 2011 book, Heartfelt Marketing: Allowing the Universe to Be Your Business Partner, I was politely calling out the very way successful people often sabotage themselves because I have all too often had a front row seat to such events, and have wittingly learned to duck the tail whip that usually follows.
My ability to create success is directly proportionate to my ability to convince others why a particular moment or appearance is going to benefit them. If I can't bring my client on board with that vision, then it doesn't matter how great the opportunity actually is from my own experience.
What creates the biggest disconnect is when pop culture has influenced my client's naivety by giving them pseudo jargon that sounds powerful, but is still inherently useless.
Here are the rants I hear most frequently along with my professional reasoning behind well intended, but not so effective, questions that do and don't effect value.
#1: "How is this going to affect my brand?"
My first pithy response would like to be, "It's not going to effect your brand, if no one knows about your brand."
In my time as a national media expert, I can say that media is not what effects brand name. Stupidity is usually the cause. For example, this past holiday season, Bloomingdale's had to quickly pull a holiday photo ad that said, "Spike your best friend's egg nog when they are not looking." Branding is not effected by the media outlet, rather it's effected by the value of your content - which means that you are in charge and responsible for the value of your own branding, not the media. At the end of what became an incredulous media campaign, Bloomingdale's brand hadn't been stained, and it hasn't even been remembered.
#2:"I am a published author, shouldn't I be getting more media exposure."
Well, that depends on the quality of the book. For one, a published book, is held in higher regard than a self published book for the reason that a published book has been vetted by qualified editors, marketing professionals, and, of course, the publisher. Many national media outlets we work with will not "plug" a self published book for that reason - meaning that a media booking needs to occur for other content merit outside your actual book. In short, some books can be a detriment to your media campaign.
#3: "What is the reach of the show?"
Common vernacular popularized by the measurement of Nielsen Ratings as the measurement of audiences for the value of advertisement placements. Having produced some top notch A-list talent in my life, I have rarely seen an A-lister turn down an interview when they have something to plug. Although a larger audience may seem better on paper, it's more often a quality audience that is more effective in getting the value out of the appearance for your overall goal. And, if a call to action is, for example, to sell books, then talking to an audience of more than 1, should be substantial enough in the desire to get your message out there.
In addition, mass media is still one of the most effective ways of raising the value of expertise and impacting the most people at once. However, with the internet, appearances live longer in a way that these same appearances used to disappear giving more shelf life and value to what used to be - a one hit wonder. How do you quantify the value of an audience of 4 million vs. 400? It depends again, in my opinion, on the quality of your message. Once again, putting you in control and holding you accountable for the value of your branding.
TVGuestpert's Jacquie Jordan discusses protecting your branding: youtube.com/watch?v=8Cmy4gJIJFs&feature=youtu.be
Jacquie has produced countless TV shows and been involved in booking, or producing 10,000+ television guests. Jacquie also works with exciting new experts and celebrity clients on their branding, promotion, marketing and development, as well as on-camera skills.
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4/13: Dr. Lynn Anderson on SiriusXM, The All Out Show with Rude Jude
4/16: Remade In California airing on Charter, hosted by Guestpert Pat Pattison
4/27: Loral Langemeier on KPFK Radio's Wake Up! The Sound of Transformation with Michael Bernard Beckwith
5/6: TVG's Media & Marketing Luncheon
www.TVOnCameraTraining.com with Guest Producer Fernita Wynn, Producer/OWN
6/13: Gayani DeSilva, M.D. book launch, "A Psychiatrist's Guide: Helping Parents Reach Their Depressed Tween" (Published by TVGuestpert Publishing)
"Authors dream - New York Times Bestselling Author; Today Show appearance on the day the book comes out, and a People Magazine snapshot of celebrity Jordin Sparks holding our book and complimenting us on the Books Buzz Page - We experienced all of that collaborating with the team at Jacquie Jordan Inc. for our New York Times Bestselling Book, Taming Your Alpha Bitch."
~ Christy Whitman NY Times Bestselling Author www.christywhitman.com
"I was speaking at a conference two years ago, (locally) and the headliner came over to us ( my wife, Linda and I). She has been all over national TV as an "expert" and had a bestselling book. She thought we needed to meet Jacquie and her people at TvGuestpert.com. I was skeptical and deferred this whole notion of reaching for my dream to take my message to the largest stage. A year later, Linda and decided to fly to LA and see what this whole Jacquie Jordan thing was all about. What we found when we arrived, was something we never believed existed in this industry...professionals with integrity and vision and an ability to "say what they do and do what they say". We are all about integrity and took a leap of faith. Jacquie, Richard, Stephanie and Jane have been amazing. Today I am host of my own radio show, my book will be published this fall and we are poised to take our leap!"
"I have to say that purchasing my book on Audible.com, downloading it onto my computer and listening to my voice read my book brought goose bumps to my body and a welling up of tears in my eyes! What an awesome experience!"
"Thank you Jacquie and co."
~Dr. Phil Dembo - Platinum Guestpert
"I have been working with Jacquie Jordan for almost four years. I’ve loved every minute of it. I thought I was fairly articulate about expressing my ideas and summarizing my book prior to seeing myself on tape for the first time. Not a pretty sight. I had a long road ahead of me. Without exaggeration they took me from being a rambling unfocused on-camera guest to what I believe now to be a concise, sharp, on-point expert ready to handle any situation on camera. That transformation is entirely due to their efforts."
"The demo reel they made for me opened doors otherwise inaccessible. Their training allowed me to perform well whenever on radio and TV, always being invited back for more. Their press kits are the best I’ve seen in the industry; their growing publishing arm allowed me to publish my magnum opus. They are a class act all the way."
"If you decide to go with Jacquie and company, you will be in expert guiding hands. They have my wholehearted and enthusiastic endorsement."
~Jeff Schweitzer, PhD - Platinum Guestpert
"In this industry it is hard to find wholesome, trustworthy, and understanding people. Jacquie Jordan and her staff go above and beyond to deliver what they promise and be the best support system you could ask for along the journey."
~Chelsea Krost - Platinum Guestpert
"Jacquie is so tuned into what is going on in the world of TV. You should take her training before a network lures her away to be its President!"
~Carole Lieberman, M.D., Media Psychiatrist – Elite Guestpert / On Camera Training Client
"Ranking went back up to # 6 on the top 10 list."
"I am soooo grateful to have had this great experience. And we have sewn 10,000+ seeds and gotten millions of impressions. How amazing! Thank you so much for my best selling book."
~Darren Campo - Platinum Guestpert
"A big thank you to Jacquie and her crew for their brilliant work. As of July 13th, 2013, because of their hard work and dedication, I now have a featured article published in the Wall Street Journal."
~Christopher Dukes – Standard Guestpert
"I’ve had the pleasure of working with Jacquie for years… I’ve taken her training classes, as well as private coaching sessions. The result? I learned how to package myself into media sound bites and an on-camera presence. Jacquie’s team taught me make-up, helped me prepare camera ready outfits for travel, created my sizzle reel, and much more. If you’re looking to move into media as an expert in your space, Jacquie with her sage experience on countless productions will get you to where you’re going. Jacquie’s creativity, generosity, good will, and always upbeat attitude make working with her an absolute pleasure."
~Dianne Gubin – Elite Guestpert / On Camera Media Training Client
"@Jacqjordan You are the queen of helping us get on TV!!! Thanks for all u've done for my career as the Love Mentor!!!!"
~Dr. Diana Kirschner - Elite Guestpert, @drdiana
"I am so impressed with your energy, experience and ideas! You packed a lot of information into the 4+ hours. I found the video exercise was particularly helpful to me. Thank you for helping me break out of the 'reporter restraints' and be free to be the TV Guestpert! I now realize how I need to start solidifying my credibility in that role."
"Thank you again, Jacquie -- I'm excited to work on clarifying my message and sharing my stories.... 'as a mother of two'."
~ Karen Owoc - Standard Guestpert / On Camera Training Client
"I found your book at our local library and I love it!...Your website is very user friendly, also. I plan to log in and list myself as one of your "TVGuestperts" as soon as I get my 5 finger brand hand together!"
~Sara Tetreault www.GoGingham.com / (Stylishly Frugal Living)
"We never would have believed five minutes could be so profitable! We sold over $40,000 of product after our five minute segment on “Martha”, and we could track re-broadcasts of our segment based on sales to our business for the following year."
~Kimberly and Katherine Corp – Elite Guestpert, On Camera Training Clients
"Look who's talking about manifestation. You sit there with your magic wand helping everyone around you make their dreams come true."
~Judith Claire, On Camera Training Client
"The skills Jacquie taught me in her book, course, and coaching have given me the keys to successfully communicate to a broad audience in a language that catches attention but never compromises the core of the meaning of my work and mission in life. This is the alchemy of heart-based marketing; turning your invisible passionate emotions about your work,topic, or product, and turning it into a sound-track that will grab attention and invite a wide audience into your mission."
~Christine Stevens, UpBeat Drum Circles - Media Coaching Client
"I would like to thank you for writing Get On TV!. I'm only on the 4th chapter, but I can say the most needed information bursted out of the pages starting in the 1st chapter. By reading your book, I'm am greatly encouraged that I CAN succeed with much prayer, work, and implementing your tips."
"Thank you so much for sharing the 'wealth of knowledge' with the world, so that everyday people like me, can be better equipped to pitch our project correctly, and LORD willing, have an opportunity to share people's inspirational stories with the world!"
A fan of yours,
"Jacquie Jordan sends a heartfelt message that we can be strong in business and still come from the Heart. This book represents where business is going – from being a one-track money model to an expression of who we are and one that can help humanity as well."
~Ali Brown, Ali International LLC, millionaire entrepreneur coach
"I recently used an expert who did not come through Jacquie Jordan & even though I prepped her & wrote out her bullet points, the expert did not deliver as we rehearsed. She was thrown off by the host, got confused & looked lost through the rest of the segment. This hasn't happened with experts who come through TV Guestpert."
~TV Producer, CBS Studios, Inc.
"Jacquie ought to know how to get you on TV... she's put half the country on TV.... including me"
~Maury Povich, Television Host
"Jacquie Jordan has humor and humility about the often chaotic and hectic pace of television producing and lets people in on knowing how important they are to the show and the process."
~Marla Maples Trump, Television Host
"Jacquie has the ability to maintain a fair balance between the voice of the project she is producing and the needs of her guests. By integrating her personal warmth, wit, and ability to get to the heart of an issue, the end result is guaranteed to be a winner."
~John Edward, Television Host, Psychic Medium and author of Crossing Over
"Like many creative types, after finishing my first masterpiece, I had no idea how to begin promoting myself. It was overwhelming and frightening to even think about. I was fortunate enough to meet with Jacquie Jordan at TV Guestpert and read her book, Get On TV!, my goal is no longer to be on Oprah or Ellen DeGenres tomorrow, but I now have a road map to get there and be ready for it. More importantly, I feel like promoting myself can be fun, empowering, and completely possible!"
~Emrys Hanley, Singer/Songwriter
When we place the Jacquie Jordan Inc. logo on a Guestpert’s profile, it is because Jacquie Jordan Inc. has produced their demo reel. It’s a special seal of approval that lets the producers know the distinction between demo reels produced by Jacquie Jordan Inc. and demo reels not produced by Jacquie Jordan Inc. on the TVGuestpert site.