How to Get Media Coverage for Your Martial Arts School

Media coverage can give your martial arts school a major boost, helping you rise above the competition.

Drawing from decades of experience in TV, radio, and print media, here’s how you can make your school stand out and grab the attention of the press.

Why Media Coverage Matters

Getting featured in the media isn’t just about free publicity. It’s about credibility. When your martial arts school is highlighted on TV, radio, or in print, it signals to your community that you are an expert in your field.

But remember, the media is flooded with pitches daily. You’ll need to go the extra mile to make your story compelling and newsworthy.

Step 1: Why Is Your Event Newsworthy?

Before you write your press release, take the time to brainstorm three strong angles that make your event unique.

For instance, if you’re hosting an anti-bullying seminar, think beyond the obvious. Here are some examples:

  • You’re donating part of the proceeds to local schools.
  • The seminar is taught by an internationally recognized anti-bullying expert.
  • The seminar focuses more on parents, not just children — unlike typical karate anti-bullying events.

These angles make your event different from others, helping you stand out in a crowded inbox.

Step 2: Make Their Job Easy

Reporters and producers work on tight deadlines, and they don’t have time to hold your hand through the process. Your job is to make their job easy. Here’s how:

  • Tailor your pitch to the medium (TV, radio, print).
  • Provide everything they need upfront (press releases, contact info, event details).
  • Follow up, but don’t pester.

Example: Pitching to TV

TV producers need visuals to tell a story. So, when you pitch to a TV station, think about how you can make it visually interesting.

For example, I was once asked to comment on the punishment of an American man who was sentenced to six lashes with a cane.

On the way to the studio, I grabbed a couple of watermelons and a bamboo cane. I split the watermelon on set to show what the man would experience.

The producer loved it — and I became a regular guest after that.

For radio, you’ll need a different approach, focusing more on your voice and the story you tell.

Step 3: Build Confidence

Producers want guests they can trust. The media business is cutthroat, and a producer can get fired if a guest bombs. That’s why you often see the same experts on TV over and over again. They’re safe bets.

If you can prove that you’re interesting, concise, and engaging, you’re far more likely to get invited back.

Take a cue from experts like Dr. Michio Kaku or Neil deGrasse Tyson, who are masters at making complex topics simple and entertaining. 

They keep things relatable with phrases like, “It’s like…” or “You know how this works…”.

Step 4: Be Professional and Personable

While the content is crucial, presentation matters too. Always be polite and professional with production staff. In my experience, floor directors can be difficult to deal with, so approach them with respect.

Ask them for guidance on how to make the visual aspect of your demonstration look good on camera, rather than telling them how it should be done.

By being easy to work with, you’ll make a strong impression on both producers and production crews — increasing your chances of being called back for future segments.

Final Thoughts

The media is a powerful tool to elevate your martial arts school, but you have to play the game the right way.

By presenting a newsworthy story, making their job easy, and being a reliable guest, you can establish yourself as an expert and get invaluable coverage for your school.

Remember, the goal is to become a go-to resource for local media. Once you’ve proven yourself, the calls will keep coming.