6 Essentials for Doing Your Own PR: Guest Author
Today's issue of Lean Marketing Champions features tips on doing your own PR from one of our authors and PR goddess, Paula Gardner.
1. A Website.
Even if you think a website isn't going to directly to contribute to sales, having a web presence makes it a lot easier for journalists to suss out a bit more about you before they commit themselves to getting in touch. And, once you've got your details and further information up there it's not unknown for journalists to respond to a press release and write up their piece from your release and your website alone, without even getting in contact with you.
2. A Brand.
Having your brand defined, at least in your head, helps you market yourself boldly, strongly, and even provocatively if necessary. Think about what you represent. You don't just sell financial products; you offer security and trustworthiness. You don't only own a hair salon and cut hair; you offer a fresh new image, a time to change the way you look and feel about yourself. Think about mobile phone adverts ? very few of them actually have a mobile phone in them but hint at aspirational lifestyle statements! It's a technique that works.
3. A Thick Skin.
There will be those times when you call a journalist in the middle of press day and they grunt at you down the phone. Don't take it personally. Just shrug it off and move on.
4. A Spring in your Step and a Smile on Your Face.
Most of us, journalists too, prefer to talk to someone who is optimist and cheerful. So, stand tall and put a smile on your face (even when you're on the phone, it does work).
I'm wondering if... You Know Other People who should be reading this too? So do us all a favour (they get 2 free books - we get a new subscriber - you get to look good) when you Pass On This link... http://www.leanmarketing.co.uk
Putting regular time in really makes a difference. So, get out your diary and schedule in some PR appointments with yourself for the next few months.
Whether it's a VA, a colleague, a PR or media student, a willing friend in business or a PR Buddy, having someone who is not afraid to say "That press release is just too boring" is really worth finding.
7. Knowledge of the Press.
I often get clients who don't read, never make the time to listen to the radio and are proud of the fact. I do empathise with them, but really, to have any success in PR you've got to know who you're talking to. So, sit down and choose your target publications, list them and tick them off as you read them. Regularly.
A good resource that you but cheaply is the Writers and Artists Yearbook, available from Amazon. The Writers and Artists Yearbook 2005 will cover a good deal of publications (both newspaper and magazine in the UK). The Guardian Media Directory moves up a step in seriousness, covering the addresses, phone numbers, websites and key personnel for companies in every section of the media, from digital television to magazines, regional newspapers to publishing houses, think tanks to charities. The site www.mediauk.com is also a great top up resource.
8. A Fail Safe Method of Contact.
If you know that you're not going to be around for long periods, whether it's away at meetings or doing your day job, make sure there is someone who can at least take a message and hunt you down when the press come knocking. Because, unlike The Postman, they rarely knock twice.
Paula really knows her stuff on PR so why not get in touch at her website... www.doyourownpr.com
'Dangerous' Debbie Jenkins
(c) Copyright 2005 www.BookShaker.com
SUMMER CAN BE SLOW FOR BUSINESS
Internet Etiquette for Business Success
You're trying to recruit a downline into your program, you've tried every trick in the book, and no one is signing up. Is there a sign on your back that says you've got the plague? Maybe you're lacking in internet etiquette.
Another way to really become known in your area is to speak up. Make yourself available to talk to every civic,business and educational group that will have you. Stress your expertise, and, as with writing the newspaper column,never try to sell anything-except your reputation as a knowledgeable, trustworthy professional.
Be Patient? Nah, Lets Kill Something
There's the old joke about the two buzzards sitting in atree overlooking a highway. One responds to the other, "Bepatient? I'm hungry. Let's kill something." Just like thatbuzzard, it is not in the nature of most marketers to bepatient for business to grow. They want to go out and "killsomething," too.
What Does Your Telephone Say About You When You Are Away?
Business to Business relationships come to expecta certain level of professionalism, from the firsttelephone call to the final delivery.
Interviews - Five Tips To Handle Tough Questions From Reporters
Journalists are trained and often experienced at getting information out of their subjects. Conflict and other negative situations often make the news and journalists often have a knack for taking a positive situation and twisting it into something else in order to make it more "sell"-able as news.
Publicity: Nailing a Media Interview, Part III (Staying on Topic)
In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse.
Creating Event Magic through Planned Video Production
Once upon a time, there was a young, stressed out corporate events planner called Tanya. She was organising a large-scale event for her firm's biggest client.
How to Get Some of Paris Hilton?s TV Time
When your book is mentioned on television, sales go up. Immediately people start looking in book stores and on the internet to find out how to buy it. The more people hear about it, the more they want the book. When several shows are talking about the book, it become a best seller. Look at the success of Oprah's Book club, The Today Show's Book Clubs and all the other shows that feature a writer and their book. Sometimes the writer is interviewed but sometimes the writer doesn't even have to be on the show in order to sell books. It made Mark Victor Hansen, the Chicken Soup book author multi- millions. They have published over 85 books.
3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure
1) Establish Rapport, then get the editor/producer excited.
Public Relations Primer, Part II: Five Dos
1) Package your story. Two critical elements will help you do this: Knowledge and Creativity.
Making the News - Tips from A News Journalist
What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?
Grow Your Financial Planning Practice by Taking Your Publicity National
Think that you aren't big enough for national media coverage? Says who? Certainly not the USA Today. In one recent two-week period, they quoted financial planners in Southfield (Michigan), Dublin (Ohio) and Clearwater (Florida). These are not exactly metropolitan hubs.
How To Make Time For Public Relations
"Don't say you don't have enough time. You have exactly the same number of hours per day that were given to Helen Keller, Pasteur, Michalangelo, Mother Theresa, Leonardo da Vinci, Thomas Jefferson, and Albert Einstein."
Why Restaurants Go Out of Business
Recently someone asked me why so many restaurants go out ofbusiness. I answered that too many people open a restaurantbecause it's their dream.
Media Training - Essentials for ALL Office Professionals
Often the first point of contact the media has with an organisation is with the front desk or receptionist. Although designated people within a company may have the training and skills needed to interact with the media, the first point of contact within an organisation can make or break a journalists perception of the company and may impact on how they report about 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.
Managers: Super-Charge Your PR
Ain't a gonna happen unless business, non-profit and association managers, possibly like you, do something positive about those important external audiences of yours that most affect your operation. And then, as you persuade those key outside folks to your way of thinking, help move them to take actions that allow your department, group, division or subsidiary to succeed.
Rise of the Creative Class
The fast changing dynamics of the world economy is forcing organizations to fundamentally rethink the manner in which they have been communicating with their constituent communities and decision-makers. It is constantly being proven that conventional communication approaches that are designed to raise public awareness may often have the opposite effects of those intended. This is because they fail to take into account the public's profound resistance to the traditional communication stimuli.
Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die." This is the one area in which I part company with my grandmothers. Publicity is more critical today for the success of a business than it has ever been. Why do I believe it's critical? Let's review what publicity ? particularly publicity in business and trade publications - can do for your business. Provides Neutral Third-party Endorsement. Even though many think the media are biased, consumers still cling to the belief that people who are quoted by the media have something worthwhile to say. Boosts Your Competitive Advantage. Positive publicity confirms for your customers that they made the smart choice when they elected to use your products or services. Enables Referrals. Your "smart" customers become evangelists by handing out articles about you to their business contacts. Shortens Your Sales Cycle. Media coverage often does a better job of explaining what you do than an ad can. So, readers will have a level of knowledge about you before you meet. Builds Your Marketing Library. Print and web-based articles can become excellent marketing material that costs little to develop. Positions You. Publish or perish is the academic motto. Experts from outside the world of academia also know that by being quoted by the media they can improve their position as industry experts. Builds Value. For every speaker like Tom Peters earning thousands of dollars for appearances, there are hundreds who are paid a pittance for speaking engagements. Can you guess the difference? As you can see, there are a wide variety of reasons for you to be publicizing yourself and your business. Just this once, don't listen to Grandma. Go get your name in the paper.
Media Relations: How We Landed on the Wall Street Journals Front Page
Media relations is a great profession.
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