Words of Wisdom With TV Anchor Christina Nicholson
Collaborate with your competition… because they’re not your competition. It sounds cliche to say “a rising tide lifts all boats” but when you work with other people in your industry, whether it be helping one another execute a service, referring clients back and forth, or just brainstorming you will grow bigger and faster than you imagined. I’ve been so valuable to the others I’ve built relationships with and they’ve returned the benefits to me as well.
I had the pleasure of interviewing Christina Nicholson. She is a TV reporter, anchor, and national host. She also owns Media Maven, a PR agency that lands clients coverage big and small in places like the Today Show, Forbes, Washington Post, and more. She recently began mentoring small business owners on how they can be their own publicist to earn just as much coverage as the big brands do. She also has some fun online at Christina All Day, a lifestyle blog that started as a creative outlet and has turned into a “side hustle.”
Thank you so much for doing this with us! What is your “backstory”?
I worked as a TV reporter and anchor fulltime before branching out and doing some other things in the media industry. While I was in TV, I stood in hurricanes, toured the Versace mansion, interviewed international celebrities, and so much more.
When I left the news business, I began working as a TV host, freelance media contributor, and publicist. Because it all fell under the media umbrella, the move was very fitting and felt like a natural transition.
As a reporter and anchor, I was on the receiving end of hundreds of pitches. (They weren’t very good.) By working in the media, I knew exactly what was wanted and needed for coverage. After working at an agency for just six months, I left to launch my own.
Can you share the funniest or most interesting story that happened to you in the course of your career?
In TV news, there is a lot of interesting things that happen. Oh, where to start!
Once during hurricane coverage, the camera was soaked (as you can imagine). My photographer and I had a break in coverage for about 10 minutes, so we ran into the car and he used a blow dryer to de-fog the lens from moving outside to inside to outside again. Well, the blowdry caused some kind of glue somewhere in the camera to melt and cover the lens. After that, hurricane coverage for us ended.
I needed to stand on a chair to hold the mic close enough to hear basketball legend Alonso Mourning, I sat in a tanning bed to interview Mike “The Situation” Sorrentino from The Jersey Shore, and when I interviewed David Beckham the year before he was named People Magazine’s Sexiest Men Alive, he touched my hand. Twice.
How have you used your success to bring goodness to the world?
I recently started working with solopreneurs and small business owners to help them earn the big time coverage they’ve always dreamed of, but never knew how to go about getting media mentions or features… or even where to start.
After years of turning away these people, I created something to help them — a mentoring program where I walk them through everything I would do for them if they were a client. They get all the tools, tips, and strategies handed to them. They just need to execute.
If someone would want to emulate your career, what would you suggest are the most important things to do?
Invest time and money. So many people ask me all the time, “How can I be a TV host?” “How do I get on (insert name of media outlet)?” “How do I get paid to blog?”
First, the fact that people think these questions can be answered in a single email or short conversation is shocking. So many people want success without the work. If you want to start and grow a successful business, you need to invest time and money.
Hire people who have succeeded where you want to succeed, who have clients with the success you want to achieve, then spend time doing exactly what they say.
Is there a particular person that made a profound difference in your life to whom you are grateful?/Can you share a story?
When I was in business for two years, I was doing well but my income was not consistent. I wanted to make more money and have my month to month income be more consistent for months at a time.
That’s when I decided to hire my first business coach, but I didn’t have the money. I could have made monthly payments, but I got a better deal if I paid for a year in advance, so I borrowed $15,000 from my dad.
I paid him back month over month, interest free. I listened to everything my business coach said and implemented everything I was told to do.
Six months later, I was able to pay my dad back in full, invest in another year long program with that business coach, and invest in another program with another coach by paying for it in one lump sum.
So what are the most exciting projects you are working on now?
Right now, I’m most excited about my Media Mentoring Program. It’s the newest service I’m offering in my business and it’s catered to the people who need attention the most — small business owners looking to grow. If no one knows you, they can’t do business with you. That’s where I come in.
I love working with small business owners in this Media Mentoring Program because they have an appreciation and grateful attitude my agencies clients don’t have. The kind of media coverage my mentoring clients earn themselves can change their business and it’s very rewarding to be part of that.
What are your “Top Five Ideas About How Influencers Can Monetize Their Brand”. (Please share a story or example for each.)
- Invest in a coach of some kind. Be sure the coach has achieved what you want to achieve and has clients who have achieved what you want to achieve as well.
- Spend time implementing what you learn from that coach. It’s one thing to learn. That’s fun and easy. It’s a completely different thing to implement what you learn. That takes work and isn’t always fun, but that’s where the monetization comes into play.
- Brand yourself. Before we can talk about monetizing your brand, we need to talk about branding. You need to be promoting yourself on your platforms and other platforms so people know, like, and trust you. That’s who people do business with.
- Double down on what’s working. If all your sales are coming after you appear on podcasts, then keep pitching yourself to be a guest on podcasts in your niche and scale back the other marketing tactics that aren’t working as well.
- Collaborate with your competition… because they’re not your competition. I love working with other publicists. It sounds cliche to say “a rising tide lifts all boats” but when you work with other people in your industry, whether it be helping one another execute a service, referring clients back and forth, or just brainstorming you will grow bigger and faster than you imagined. I’ve tried to collaborate with some other people in my niche who were not interested. It’s unfortunate, because I’ve been so valuable to the others I’ve built relationships with and they’ve returned the benefits to me as well.
Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might just see this. 🙂
Hands down, Oprah. We both started in the news business, love to read, and share the same birthday. I admire everything she has accomplished and built while using her platform for good.
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Originally published at medium.com