Achieve Media Attention for Your Business
Do you want to be quoted by the national press on a daily basis? (How much would that be worth to your business?)
In the past six months, I've been quoted in The New York Times, The Wall Street Journal, The Washington Post, The International Herald Tribune, Entrepreneur, The Associated Press, PBS, Voice of America, Family Circle, Glamour, Redbook, Self, Health, Prevention, Parents, Parenting, Women's World, First for Women, Newsday, Newsweek, Salon, In Touch Weekly--and even The National Enquirer.
In fact, I've been quoted in over 100 prestigious U.S. publications. I call this "Expertizing," and it's good for business, regardless of the business you're in. Anyone can learn to get this kind of media attention, for any book or any business; my Expertizing workshop attendees are achieving this same level of media recognition. Here's how:
First, syndicate. This column is syndicated; hundreds of thousands of people read it. Syndicating a newspaper column doesn't pay very well anymore (you'll probably make only $5 or $10 per column) but it gets your name out. And syndicating online is even easier. My next title, "The Publishing Game: Syndicate a Column in 30 Days" will cover the topic more thoroughly, but you can get started just by doing a google search for "[Keyword] article submit."
Start a national association. A national association will get you media attention automatically, regardless of your other credentials. The National Pediculosis Association in Needham, Massachusetts, is a great example. (That's lice, for those of you without small children.)
Create a holiday. Anyone can create a national holiday, and it's free. Register at Chases.com, and on a slow news day, journalists will come looking for more information on your holiday-the more interesting, funny, or quirky, the better. I just helped an Expertizing client set up a holiday for her very technical company that would otherwise have been paid little press attention-but next year, she's going to be inundated with press attention when National Geek Day rolls around.
If you're going to do a flyer for your business, put something useful on the back so people don't throw it away. The back of my Publishing Game book flyer has a useful hot contact list, with contact information for major magazines, talk show hosts, wholesalers and distributors, book reviewers, and more. (You can get a complimentary copy at PublishingGame.com.) My new Expertizing flyer has information on my Expertizing workshops on one side, but the other side has suggestions of how to write Killer Soundbites that the media will quote. (You can get a free copy of that one at Expertizing.com.) If you include something useful, people will hang onto your flyers forever.
Talk to the press. Press kits mostly get tossed or buried. But today there are services you can subscribe to that will keep you up to date on what journalists are working on, so that you can respond in time to be quoted in their articles. I respond to health journalists with quotes about my Infertility Diet book; I respond to business journalists with information about my Publishing Game and Expertizing products. But I also respond about lifestyle issues-entrepreneurship, marriage, kids, home business. One of the things I do in my all-day Expertizing workshops is train authors and executives to develop the soundbites that will propel them into these articles. Even without training, you can generate plenty of press.
Don't forget speaking. If you enjoy public speaking, do as much of it as you can. Speaking can pay-even public libraries pay for talks-and even without pay, it's worth it for the publicity. If you speak at the Learning Annex, for example, thousands of people see your information. When it comes to speaking, this is one of the few times you shouldn't focus just on your niche. Cast your net more widely, and see if you don't have something to say to others. For example, this year I'm speaking at Media Relations, at SPAN, and at Book Expo America, all of which are in my target audience. But I'm also speaking to over 200 CEOs at an executive transition firm event-and that's probably going to generate more business for me, because writers and publishers have heard of me already, but these executives may have not. So look for new audiences and groups that might be interested, as well as your target markets.
And then forget what I'm telling you, about how you have to do this or that sort of PR. Do the publicity you love. What you love doing will be most effective for you, because you'll enjoy it. So if you like to speak, go out and do that, but if you'd prefer to sit home in your bathrobe and do it all by email, do that instead. Live the dream the way you want to.
About The Author
Copyright (C) Fern Reiss - is the CEO of Expertizing.com/PublishingGame.com. More information on Fern's books ("The Publishing Game: Find an Agent in 30 Days," (literary agents) "The Publishing Game: Publish a Book in 30 Days," (self publishing) and "The Publishing Game: Bestseller in 30 Days" (book promotion) and all-day Publishing Game workshops can be found at the websites. More information on positioning yourself as an expert and being quoted by the media, along with Fern's Expertizing Workshops at the Ritz Carlton in Boston (September 19) and Manhattan (October 4) can be found at the websites.
Public Relations & Your Small Business
The practice of public relations is often misunderstood, thus overlooked by small business owners. There is an assumption among small businesses that PR exists only to serve corporate giants who are looking to dodge impending negative fall out of their reputation, following a catastrophic blunder on the part of their company. While public relations is the key to maintaining a company's image and reputation, the bulk of work in this industry is dedicated to facilitating success rather than evading disaster. And now more than ever, a growing number of small businesses are seeing the benefits of well-run PR in the success of their overall marketing plan.
PR: Lets Talk Fundamentals
How much more fundamental can you get than this? As a business, non-profit or association manager, if you don't get your most important outside audiences on your side, you will fail.
The Ratings are Coming
Small businesses have always known the importance of word of mouth. Many successful businesses have been built on word of mouth referrals, and many have been killed by bad word of mouth.
Media Relations: When Google Got Googled
Before meeting my soon-to-be-wife for the first time, I "Googled" her. Google, with its amazing alacrity, turned up several documents in less than a second.
Building Credibility Through Bylined Articles
As if making sure your company runs smoothly on an operational level isn't responsibility enough, as a business owner, you're probably overseeing all aspects of your company's public relations program, as well.
Publicity - How To Get Your Story on Television
A press release telling about "Stevie, the Water-Skiing Squirrel" will never get that talented mammal on the TV news.
Dont Do This to Your News Release!
Hundreds of thousands of News Releases are sent out all the timeand many people will show you different ways to write a news release in a way that will result in publicity for you or for your company.However, many people over look the 17 Deadly Sins that you should never do or have in a news release. These can cause your news release to end up in the shredder!
Nows The Time To Get Christmas Media Coverage
Publicity seekers know that Christmas can provide a bonanza of media coverage. Every media outlet, it seems is cranking out a special edition on gifts for the winter holidays. So, Christmas is the time to get ink for your product.
Public Relations: Why it Works
The short answer is, it works best when its fundamental premise is the guide, which insures that the primary focus of your public relations program is the behaviors of your most important outside audiences. Not less urgent matters like personalities, communi- cations tactics or administrative concerns.
Do You Have A Press Package?
How do you make a friend of the media? A press package can go a long way in helping you deal with the media. It allows you to have everything you need handy.
Leveraging Media Coverage - Your Tool For Business Growth
Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that its free and gives great credibility because it is written by a third party, namely a journalist. But media relations does not simply end with an interview or article published. It is important to then use this media coverage to create opportunity for your business.
A Well-Oiled Strategy Machine
Yes, that's what public relations really is when it tracks important external audience perceptions and follow on behaviors. And again when it does something about those perceptions and behaviors by reaching, persuading and moving to actions you desire, those people whose behaviors affect your organization the most.
What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners
New business owners often miss out on publicity opportunities because they think it's a nuisance to talk to reporters. In fact, publicity can be far more valuable than advertising. Media exposure can give your business profile a huge boost. You'll attract clients, customers and recruiters. More important, you gain credibility as an "expert" when you can post a copy of a published article on your website, office wall, or portfolio.
Credibility Lost or Gained, Are you Prepared?
If a reporter approached you about an interview, would you know what to say do or even how to dress for one? Would you know how to answer questions?Have you ever wondered what the secret of working effectively with the media is? Do you wonder how to increase or even have quality coverage?
Ready For A Business Recovery?
Who wants to face the challenges of a business recovery without a ton of firepower? Especially when getting your piece of the action almost certainly depends upon how well you modify the behaviors of your target audiences.
Managers Who Tap Into PRs Value
Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed.
How PR Makes a Managers Life Easier
Things are pleasant for many business, non-profit or association managers when their public relations people deliver newspaper and talk show mentions, informative brochures and videos, and special events that attract a lot of people.
PR for Brand New Managers
Just promoted to manager?
The Right Hook
Have you fantasized about spreading word of your business on a top-rated TV show like The Today Show or Oprah?
Tactics Vs. Endgame - Endgame Wins
It took me a while to see just HOW crucial the behaviorsof an organization's key audiences really are to its success, be it big or small, non-profit, business, association or even a public sector enterprise.
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