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Get That Media Interview

6 Weeks


Cohort-based Course

Stop struggling with press releases and PR agencies. Start writing power pitches and getting the media interviews you always wanted.

Hosted by

Dean Shams

The PR guy who has helped businesses across 30 niches get extensive publicity.

Course overview

A proven 7-step approach to winning media interviews.

Getting publicity is one of the best ways to build your brand and establish yourself as an authority in your niche.

But you might think you need a PR agency with a polished press release to get prime media interviews.


The truth is, you usually don't need a press release, and you have the exact same chance of winning if you make the pitch yourself. And you can start with zero media contacts.

Let me show you how to do it successfully in 7 steps. They are the same methods I have used to get my clients extensive media placements.

Publicity is actually a big topic. This course focuses on how subject matter experts like you can get media interviews on radio and TV and be quoted in newspapers and magazines. It's one of the easiest and fastest ways to gain a lifetime of media credentials to your name.

Let's win at the easy game of getting media interviews.

Who is this course for


Consultants, coaches, therapists, and speakers who want to boost their visibility and credibility through media coverage but don't know how.


Anyone running a professional service business that uses particular expertise to generate revenue and wants media coverage for your brand.


You are a subject matter expert but have always felt like the industry's best kept secret.

Don't wait to be "somebody". You already are.

By taking this course you'll be able to...

Identify your key media message.

We are going to start with the end in mind.

Knowing precisely what brand message you will put out to the media is critical. So that every interview or coverage aligns with this message. With each coverage, you get to build and strengthen your business and personal brand.

Reframe your expertise and insights to match what the media is looking for.

Every subject matter expert and specialist has deep wisdom and unique perspectives on issues that could help people make better life, career and business decisions. You have that too. You will learn how to repackage them into stories that will excite the media.

Develop irresistible media angles by exploring the impact of your message.

Why do the media pick one pitch over the others? There is a formula to it. The closer you follow this formula, the higher the chances of the media wanting to showcase you. 

Identify your real target media and start building your media database from scratch.

Not all media interviews are worth it. You have to be selective. 

Developing a targeted media database is not easy. But it is not difficult either. 

When you have a game plan, you can build a robust list of reliable media contacts. It's not rocket science. You can do it.

Write an impactful media pitch and confidently submit it to targeted media. 

Know precisely the key elements that make a good media pitch. Make every word count. A clear, concise and compelling pitch can get the media excited to book you for interviews. 

Use templates and cheatsheets to make the process structured and easy to implement.

All processes are templatised to take the guesswork and confusion out of the processes you are going to learn.

Engage in active learning & gain instant feedback from your peers.

The sessions are designed to include hands-on sessions. There will be time allocated for breakout discussions and peer feedback on your work from your fellow participants. You can form peer mastermind groups to keep one another motivated.

What people are saying

        Having Dean as my PR strategist made my work look more professional and noted. He is so experienced and well-versed in media relations. He made me feel confident and comfortable for the TV and radio interviews.   I am impressed with the way he secured exposures for me even though my area of speciality is quite difficult to understand.
Christine Wong

Christine Wong

Founder of System of the Heart and Success & I
        Working with Dean, I did not feel the dizzying “spin” that many PR campaigns are generally known for. He was precise in the questions he posed to me at the start and during the campaign leading up to the TV, radio and newspaper exposure I received as a result of his strategic consulting. He also repositioned us in a more impactful manner. 
Mervin Yeo

Mervin Yeo

Founder of Introverts Network Asia
        We are pleasantly surprised at how well Dean repositioned our brand. He completely reworked our brand messages in a way that would appeal to our new target audience. The messages were impactful and, at the same time, maintained the essence of our original intentions.
Grace Law

Grace Law

Managing Director, UCMHP Academy Pte Ltd

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Enroll Today and Receive These Bonuses

Enroll Today and Receive These Bonuses

Bonus #1: The Publicity Playbook for Subject Matter Expert

You will get a copy of my book The Publicity Playbook for Subject Matter Experts that is packed with full of actionable advice on how to play the PR game, introduces the rules and what it takes to win the game.

Bonus #2

You will get a beautifully designed guidebook.

It contains all the steps, templates and cheatsheets used in the course.

You can reuse the templates when you launch your next PR campaign.

Meet your instructor

Dean Shams

Dean Shams

Since 2005, as a communication strategist, I have been getting media features for the products, services, and individuals from diverse industries. I am happy to say that almost all of my clients, from solopreneurs to MNCs, have gotten multiple placements in the media.

With more than a decade of experience, I have come to understand what the media is really looking for. The secret is the pitch. If you can get the angle right, you’re well on your way to multiple interviews with the media. 

I have worked with numerous subject matter experts and businesses in the professional services industry. They’re the ones to benefit the most from having their profile and credibility boosted through media coverage. Like you, people engage with them because of the name they have built for themselves. 

And I’ve designed this system especially for you. I have laid out a step-by-step process on how you, too, can get coverage fast - even if you’ve never done it before, you don't have any media contacts, and you don’t know how to write a press release. There are many ways to secure an interview; what I’m offering here is the fastest way.

I am also the author of The Publicity Playbook for Subject Matter Experts. You will get a copy when you sign up for my course.

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Course syllabus


Module 1: Develop your media messaging strategy.

  • Identify misconceptions that have been holding you back from getting the media attention you deserve.
  • Describe how the media pitching works so that you get familiar with the media landscape.
  • Develop your customised media messaging strategy so that all your media interviews are always on point.


Module 2: Explore potential media angles.

  • Analyse and recognise media editorial focus and style. It will help you be more targeted in your pitching and increase the chances of winning an interview.
  • Align your expertise with the media using 5C1P framework to uncover media angles that has been buried under your extensive knowledge and insights.


Module 3: Building media contact database from scratch.

  • Recognise different roles of media professionals so that you know who to pitch to and why.
  • Analyse the media to uncover opportunities for pitching.
  • List the five different ways you can mine media contacts.
  • Practise extracting media contacts using one of the five different ways.


Module 4: Customising media angles.

  • Recognise and list the factors that affect newsworthiness of your story.
  • Reframe your media stories to align to make it more newsworthy.


Module 5: Crafting a powerful media pitch.

  • Craft your media pitch using 9 components as a framework.
  • Sharpen your pitch from peer reviews and discussions.


Module 6: Presenting your very own media strategy.

  • Present your media plan, angles and pitch for peer review.
  • Continue the work with your cohort on Maven forum after course ends.
  • Generate new ideas and help one another improve everyone's media strategy.

Course schedule

3 hours per week
  • Thursdays, 6 weekly sessions

    8:00am - 10:00am SGT (2hr)

    Equivalent to

    PST: Wed 5:00pm - 7:00pm

    EST: Wed 8:00pm - 10:00pm

  • Course Duration

    For SGT:

    25 May to 29 June 2023

    For PST & EST:

    24 May to 28 June 2023

  • Weekly projects

    1 hour per week

    Expect to spend some time outside of the sessions to complete the exercises given in each module. This can be done at your own time.

    It's estimated you will need to set aside about 1 hour per week during the course period.

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

Will this course guarantee media interviews?
Wouldn't it be easier to just engage a PR consultant than do it myself?
What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
I am worried that I cannot keep up. What should I do?
What’s the refund policy?
What if I have more questions?
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Get That Media Interview

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