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Face Time, Still One of the Most Powerful PR Tools

July 18th, 2010

PR consultants call the most important part of any successful campaign face time. Where to start? Make sure people know and see your photo. Plaster it as many places as possible. You are the brand. People have to know who you are.

Now, get out of the office.

The single best way to grow your business is to bring yourself to the client and not just wait for the phone to ring. Largely, people hire people. They don’t hire companies. People hire people they know, like and trust. It’s called cultivating relationships — in person. Sure, we do it online — Facebook, Linkedin, Twitter and others. But, nothing takes the place of personal interaction.

10 tips to get you started:

  1. Take clients to lunch or coffee. Learn how you can better serve them. One on one, ideas will flow. And always pick up the check. People won’t remember what they had for lunch, but they’ll always remember who picked up the check.
  2. Attend social engagements. Listen online to find social engagements. Use tools like Twitter search and Facebook events to find what is happening in your community. Your local chambers also host several activities a week to network. Chambers host Business After Hours, Breakfasts, lunches, Morning Mingles, Young Professionals and Women’s Networking events. All for a very low yearly fee
  3. Make an Offer – To build a new contact, the conversation will need to equally balance on give and take. Are you prepared to offer something of value to those who are taking time to assist you?
  4. Keep your Promises – Whenever you make a promise or agree to a course of action, deliver. Persistence and reliability give you credibility.
  5. Never Stop Learning – Whenever you pursue additional training in your profession or sign up for courses in your area of interest, you will meet new people to network and exchange information on new opportunities.
  6. Look for opportunities to speak and teach. Offer yourself up to local Chambers. Join your local chapter of the National Speaking Association.
  7. Don’t ignore existing clients. Approximately 80 percent of your work will come from your current clients. Treat them well. Visit their businesses.
  8. Solicit feedback. Don’t assume your clients are satisfied. Ask them — in person.
  9. Donate time. Stake out a leadership position at an association that can benefit from your participation. You’ll meet and help others — and you’ll be seen. You’ll also find that you can piggyback on the positive PR that follows charitable organizations.
  10. Think long-term. PR and Marketing are marathons, not sprints. It can take 10-24 months of courting a prospect before they hire you for a job.

The technology behind networking may be evolving, but the purpose behind this activity will remain the same. People do business with people. People are buying you, more so than your product or service. If you believe in you, you can sell anything. Customers will recognize your conviction, and that translates into trust. And people buy from people they know, like and trust. Hence, Face Time.

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Make PR Work for You – 16 Tips

July 11th, 2010

1. Create a weekly e-zine that features valuable information and highlights your customers.

2. Be 1000% proactive. Network. Build relationships and earn referrals.

3. Write something that puts you in front of customers and prospects. Authored articles in your trade publication or chamber magazine leads to recognition. Writing positions you as an expert and an authority.

4. Give a speech or three at civic organizations – and not just about your product, but about discovering and starting your product and your business. Speaking leads to perceived leadership.

5. Blog to show your human side. Make your blog a family affair. Show your person, your personality, your passion, and your fun.

6. YouTube. Video your value proposition. Video your testimonials. Video your philosophy of sales and service. Post your videos on YouTube. Your customers and prospects will find them, and find you more attractive than your competitors.

7. Get involved in your community. Pick one charity or one civic organization to get involved with and assert leadership in.

8. Get Google-able. Your customer is Google-ing you, just like you are Google-ing them. Your one-page website, your e-zine, your article, your speech, and your community involvement will bring your name and your company’s name to the top of the Google pile.

9. Be a value provider, not a beggar, a solicitor, or a salesman. People will BUY if they perceive your value. And they will spread the word, and your name.

10. Create a button with your tagline. You and your team members wear them, keeping a handful in your pockets to give away when someone asks.

11. Carry samples at all times to hand out as needed.

12. Give away samples via your website. The customer will have to register before samples are sent out. Then you have their contact info.

13. Update your website four times a month. It is the single most valuable piece of real estate in your marketing arsenal. It is the first impression in the digital age.

14. Statistics tell us once your customers find your website, you have 10 seconds to engage them. Your site must include the key elements to impact search engine page rankings, as well as be engaging to your customers for each demographic.

15. The digital age has fundamentally changed the way your customers communicate. Your customers are more connected than ever, and expect you to be as well. Static advertising has been replaced with an ongoing dialogue. If you aren’t communicating, they aren’t buying.

16.Host a Holiday Party or Grand Opening, celebrating your new product discovery.

  • Doubtful that the an event is worth the effort? Just remember the following paybacks:
    • Your guests will be surrounded by your brand.
    • Guests will converse with each other and since you are what they have in common, will reinforce each other’s buying decisions.
    • A chance to socialize with clients and potential clients.
    • You open your doors to the people who help you keep them open.
    • Make an event an annual and you will become known for your event.

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10 Newsworthy Media Angles

July 5th, 2010
  1. New product or service
  2. Tie-in with current trend
  3. Is your business unusual in any way?
  4. Information that people need to know about? Weight loss, tax tips, nutrition tips, top ten list?
  5. What makes your different from other businesses in the same industry?
  6. Awards, achievements?
  7. Are you in tied in with any holidays?
  8. Connections with celebs?
  9. Involved in charitable causes?
  10. Rags to riches story

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19 Reasons to send out a Press Release

July 2nd, 2010
  1. Sponsor employees for further education
  2. Unique employee trainee program
  3. Flexible workplace arrangements
  4. Work/life balance initiatives
  5. Initiatives benefiting employees and their families
  6. Sales in a particular segment reached $XX for the first time
  7. Speaking at a public or industry event
  8. Research and development findings and product developments
  9. Special report about the industry
  10. Won an industry award
  11. Sponsorship of an event or person
  12. Seminar being held for clients or the public
  13. Celebrity or spokesperson supporting the business
  14. Top 10 tips to?
  15. How to pick the best …
  16. Launch of a foundation arm of the business
  17. Announcement of an annual charity event or fund raising activity
  18. Joining forces with local government, other business leaders on a particular community project
  19. Offering annual award to a person or organization in the community

# # #

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How to Engage Friends, Fans & Followers

June 28th, 2010

In this digital age there has been a fundamental shift in what your customers expect from you. No longer are they satisfied with static sales messages and one way advertising. Instead, they expect for you to be where they are and actively engaged with them.

This fundamental shift has redefined how we measure results. The new metrics are exposure, engagement, influence and action. These buzz words are tossed around by those “in the know,” but what does it actually mean to engage with your friends, fans and followers?

Engagement with your potential buyers through social networks can simply be defined by being a part of the conversation. If this seems too vague, imagine your social networks as a cocktail party. Think about that one person at a party who always has everyone’s attention. Odds are that person is the one sharing great stories, offering powerful insights, asking the right questions and listening to what others have to say.

Begin thinking about your social networking efforts less as a sales strategy and more of an opportunity to make meaningful connections. Some tips to get you started:

  • Claim your Twitter handle and open a Twitter account at www.twitter.com. It’s free.
  • Listen. Utilize monitoring tools such as Google Alerts or Social Mention to find people discussing your brand, product, service, industry or complimentary services.
  • Jump into conversations where you can provide valuable insight. Offer solutions based on your experience—even if unrelated to your business.
  • Share something you’ve learned from. Be an information source providing links to helpful articles or tips to help your network solve a problem.
  • Ask for feedback. Your customers want to be involved. Ask questions about what they would like to see or how you could better serve them.
  • Integrate all your efforts. Engagement means creating a community, not conversions. Share relevant content through different channels.  Example: Link your “read more” from your email campaigns to your Facebook page.
  • Invite comments. Tw0 powerful phrases in social marketing are “What do you think?” and “What has your attention?”  Incorporate into Facebook Discussions, blog posts, status updates.
  • Always be monitoring. Use analytics, traffic data, click through rates to determine what is resonating with your audience. Remember, you do not define what engagement works, your customers do.

Studies have shown that customers are more likely to buy from businesses they feel connected to.  When was the last time you felt connected with someone talking at you instead of to you? Focus on building a community and conversions will follow.

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10 Tips to Successful Networking

June 19th, 2010
  1. Check out networkingeventfinders.com, meetups.com or Facebook for opportunities in your area.
  2. Be prepared for opportunities. Perfect your 10-second elevator speech.
  3. Smile, look engaging.
  4. If you attend with your friends, split up once you arrive. Groups are intimidating.
  5. Be genuinely interested in the other person.
  6. Always pick up the check. People won’t remember what they had for lunch but everyone always remembers who picked up the check.
  7. Create a goal of meeting at least one new person a week.
  8. As you increase your network, remember that follow up is key. Send a “nice to meet you” note to everyone you meet. Set a time for coffee, lunch, etc.
  9. Listen carefully.
  10. Be honest and authentic. People want you to be human.
  11. Never fabricate anything about your business or yourself that you cannot substantiate.
  12. The more people you meet and on whom you make a great first impression, the easier it will be to access those connections as your business grows.
  13. Engage, draw reactions and make them think.
  14. Increase your circle: Think seminars, school acquaintances, alumni orgs, church, biz groups, hobby clubs family and friends.
  15. A sense of humor, coupled with an optimistic outlook, are paramount.
  16. Lighten up. Others will be drawn to your light.
  17. Trying too hard can backfire.

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Become your own publicist: 12 Tips

June 13th, 2010
  1. Start a Media List – the rolodex is online.
  2. Create a Media Kit with bio, fact sheet, timely press release, backgrounder of your biz. Have it downloadable on your website and carry a few in hard copy in your car.
  3. Find a List of networking opportunities and attend weekly.
  4. Join your local Chamber.
  5. Find a charity who could benefit from your participation and stake out a leadership position.
  6. Return all your phone calls and emails the day your receive them.
  7. Start a Facebook page for your business.
  8. Open a Twitter account and Tweet at least four times a day. Ask yourself this question: What has your attention?
  9. Read five different publications daily.
  10. Write a PR Plan by week, month and year. Write down what you want to see happen and how you’ll get there.
  11. Create an E-Newsletter and send it out on a regular basis.
  12. Accept the word “no” with grace.

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Finding Your Target Market

June 6th, 2010

To find your target market, think about the demographics of your ideal client (age, gender, income, geography, etc.). Next, consider the psychographics of the client (criteria for segmenting consumers by lifestyle, attitudes, beliefs, values, personality, buying motives, and/or extent of product usage). The more specific you are, the better you will be able to tailor your public relations efforts to the right audience.

Criteria to research to find your target market:

Demographics:

  • Age and gender — Male and Female customers read different publications, as do 18 and 59 year-olds.
  • Education and income level — Lower income vs. high-wealth individuals view and listen to different types of media.
  • Ethnic and religious background — This will help you find additional media outlets to pitch.
  • Marital status and family — Single, newlyweds, long-term marrieds, or have children or grandchildren. Each type spends money differently.

Put all the demographic information into a customer demographic profile.

Now, check out their Psychographics:

  • Activities, interests, attitudes and beliefs — What do they like to do in their spare time? What are their hobbies? What radio programs do they listen to?
  • Lifestyle — Are they conservative, trendy, etc.? Every little detail can tell you the type of people they are.
  • Opinion leaders or followers — Find out whether they tell others what products they should use or need others to tell them what is trendy and what works.
  • Social Class — Lower, middle or upper. This tells you how much extra money they may have to spend and whether or not they spend it.

Put the psychographic information into a customer profile along with the demographic information to figure out who your market is and how to go about selling to that market. Once you find this out, you can market to the people where they hang out, where they work and where they shop. And this is done the media list you created. You’ll pitch your news angles to the journalists, editors & producers found in the media your audience reads, listens to and views.

Don’t forget to tune in to my #DIYPR webinar on Wednesday, June 9 at 4p CT. Register at https://www1.gotomeeting.com/register/219965168.

See you Wednesday!

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15 Tips to Start Your PR Engines

May 31st, 2010

PR is literally every outward expression of you and your company. It is your website, your logo, what you Tweet about and post to Facebook, your partnerships, what you wear to an industry cocktail party. Everything.

With the power of social media, getting attention for your company is easier than ever. You have more control over the outcome than ever before. But, you have to know what you are doing. You must be purposeful with your actions.

Following are 15 tips to get you started on your PR quest for media coverage. Think of it as #DIYPR.

  1. Be You: Don’t make a boring and stuffy pitch. Be you. If it is an email, then it should read exactly as if you were speaking. If you are talking on the phone or in person, then relax and just be you. This is important because it ensures that you are being authentic.
  2. Keep it Short: People have the attention span of flies and they have even less time to read emails, so keep your pitches, voicemails and/or whatever else short and to the point.
  3. Do Your Homework: The phrase “cold calling” means reaching out to someone that you haven’t met before. It doesn’t mean reaching out to someone who you’ve never heard of before. Do your homework before you pitch your company to anyone
  4. Target: Only pitch to those that would be a good fit for your news. For example, it would be a huge waste of time (yours and theirs) to submit a futuristic themed wedding to a vintage inspired blog. Just by the theme of it, you know they aren’t going to write about it, so don’t even bother. Make an effort to seek out those that would have an actual interest in what you have to say. You will be more likely to see results.
  5. Make a Plan: If you have something coming up that is worthy of publication, then make a plan BEFORE the actual event. Once the event happens, you should be well into working your plan, not just starting it. Think about the publications that would a be good fit and start working on your pitch points.
  6. Pick Up the Phone: No one uses the phone anymore. Everyone relies on texts and email. You will be more effective if you actually make a pitch over the phone.
  7. You Are Your Best Advocate: If you have employees, be very clear with them about who can and cannot talk to press and use social media to discuss your company. You are the one who knows the in’s and out’s of your company, and you will be able to give it the best public face.
  8. Social Media is PR: Like it or not, when you use social media (Twitter, Facebook and blogs) you are actively engaging in your own PR. Just by its nature, when you are on social media you are, in a very public way, promoting your company. What you say online impacts your company, so use it wisely.
  9. Acknowledgment: If you use social media, then it is important that you are actively engaging in the conversation. If you set up a Facebook page, then update it regularly. This also means acknowledging Tweets, emails, comments and other messages that come your way. It is bad PR and bad customer service to ignore anyone. If you blog, consider anyone who reads your blog as a client. They might not be buying your products directly, but they are reading your words. Customers look to social media as conversation.
  10. Consistency is King: Come up with your 10-second elevator pitch and use it when you explain your product to a client and in a pitch to a magazine. Your website, your blog, your Facebook page, your Twitter should all have the same look and feel, and more importantly, the same consistent message.
  11. Be Humble: Yes, bloggers and magazines need content to fill their pages, but arrogance will get you nowhere. Be thankful for every mention your company receives. Make sure that whoever wrote about you knows how thankful you are. And, by the way, with the search-ability of the Internet, there is no such thing as a small media hit.
  12. Know the Publication: Read several past issues.
  13. Know Your Target Market: Who do you want buying from you?
  14. Know Editorial Deadlines: And be early.
  15. Don’t Take it Personally: Editors receive several pitches per day and are weighing a lot of elements.

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How to Build a Media List

May 25th, 2010

The first step is to identify which media outlets cover stories that are related to your business. If your press release, media, alert, pitch letter, etc. is about a new product for doctors, for example, you do not want to send to a magazine with a readership of lawyers. Similarly, a local OKC success story would not be of interest to a Texas community newspaper.

Following are a few sites that will help you find the right fit:

News and Media in the Yahoo! Directory – http://dir.yahoo.com/News_and_Media
Browse newspapers, magazines, radio stations, television networks, and other news sources by subject, type, or region.

US Newspaper List – http://www.usnpl.com
Links to newspapers and TV stations in the United States.

Internet Public Library – http://www.ipl.org/div/news
Newspapers – Searchable newspapers directory, with links organized by continent/country or in a title index.

News and Newspapers Online – http://library.uncg.edu/news
Lists hundreds of news resources from around the world that offer free access to current, general-interest, full-text news.

Newspapers US and Worldwide – http://www.refdesk.com/paper.html
A comprehensive listing of world newspapers.

NewsLink – http://www.newslink.org
Offers links to US and foreign newspapers, magazines, radio, and TV networks.

Once you have chosen a list of targeted media outlets, you now have to identify who the appropriate contact person is. Always contact the reporter / writer / editor who deals specifically with what your press release, etc. talks about.

You can usually find out who the right person is through the company’s Web site. They often list their emails so you can contact them directly. If the email is not listed, you can usually guess at it. Most companies will use the same email format so everyone will have the same structure. The more popular structures are:

* first.last@abcmedia.com (cyndy.hoenig@abcmedia.com)

* firstinitial.lastname@abcmedia.com (c.hoenig@abcmedia.com)

* firstinitiallastname@abcmedia.com (choenig@xyxmedia.com)

Once you have identified your targets, store them in an Excel Sheet with the following headlines:

Media Type (Daily, weekly, monthly, long-lead, etc.)

Outlet Name

Contact Name

Email Address

Web site

Address

City

State

Zip

Phone

Fax

Their beat (what subjects they cover)

Title (Features editor, business editor, etc.)

# # #

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