What Does It Take To Attract Tier 1 Media?

Clients often ask us: What does it take to attract Tier 1 media?

First, let’s define Tier 1.

These are media outlets with national or global reach that have huge audiences, often exceeding millions of readers or viewers. We’re talking about opportunities like The School of Greatness with Lewis Howes, Tom Bilyeu’s Impact Theory, or major national broadcast opportunities with ABC, CBS, NBC and FOX. The definition varies by campaign and audience, but you get the idea.

These are the big fish.

And yes, at Wasabi Publicity, we consistently fish those waters.

But here’s something many people don’t realize: If you want access to a Tier 1 audience, it helps enormously to build an audience of your own.

Degrees matter. Books matter. Professional experience, research and previous media matter.

But today, particularly in podcasting and creator-led media, there’s another credential sitting alongside all of those:

Who are you already reaching?

If you’re asking a media platform with an audience exponentially larger than your own to introduce that audience to you, it’s reasonable to understand that your existing reach may be part of their decision.

That’s especially true with major podcasts.

A Tier 1 podcast has often spent years and significant resources building its audience. When they book a guest, they’re not only asking, “Will this person make a great interview?”

They’re also considering whether that guest can help the episode travel.

That’s why cross-promotion is increasingly part of the game. Hosts may ask guests to share an episode with their email list, promote it on social media, or participate in collaborations on platforms such as Instagram or YouTube.

The host introduces you to their audience. You help introduce the host to yours.

Birds of a feather flock together.

Can someone without a large audience still land Tier 1 media?

Absolutely.

Maybe you have extraordinary credentials. Maybe you’ve conducted groundbreaking research. Maybe you’re at the center of a major news story. Maybe your personal story is irresistible. Or maybe your message happens to be exactly what a journalist, producer or host needs at exactly the right moment.

Those opportunities happen. It’s one reason good publicists keep fishing above a client’s current weight class.

But here’s the distinction:

The exception shouldn’t be confused with the strategy.

If Tier 1 media is consistently your goal, one of the best ways to stack the deck in your favor is to build your own audience and media track record while your publicist builds your earned media.

And don’t discount smaller and mid-sized opportunities along the way. Earned media builds on earned media. Every strong interview gives the next producer evidence that you know what to do when someone hands you a microphone.

Audience size isn’t equally important everywhere.

For major podcasts and creator-led platforms, audience alignment and cross-promotion can be significant factors.

For national broadcast, print and news-driven media, newsworthiness, expertise, timing and editorial fit can outweigh your personal following.

That’s why publicity is never simply a numbers game.

A relatively unknown expert can become extremely attractive to national media overnight when their expertise suddenly intersects with the news.

When someone gives you access to their audience, support the opportunity.

Share the interview. Promote it to your community. Participate in reasonable cross-promotion. Help the media outlet make the content successful.

You’re not simply taking exposure. You’re becoming a good media partner.

That reputation can help create the next opportunity.

If Tier 1 media is your goal, there are really two jobs happening simultaneously.

Your publicist should be consistently identifying and pursuing appropriate Tier 1 print, online, podcast and broadcast opportunities.

At Wasabi Publicity, we do.

We don’t suddenly start fishing for Tier 1 because a client asks us to “go bigger.” Those opportunities are part of the fishing expedition from the beginning.

Meanwhile, you have another powerful job.

Build your owned media. Grow your newsletter. Develop your social communities. Do good interviews. Share the media you earn. Create ideas worth discussing. Become increasingly valuable to the media ecosystem you’re asking to join.

No ethical publicist can guarantee Tier 1 earned media.

But together, we can stack the deck.

We’ll keep fishing. You keep building the flock.

Because birds of a feather really do flock together.

The #1 Subconscious Belief That’s Keeping You From Everything You Want | Dr. Bradley Nelson

If you’d like experienced eyes on your publicity opportunities or want to discuss how to strategically and safely grow your visibility, we invite you to connect with our team.

Schedule a free strategy call to learn how we can help you join the conversations that matter most.