Make Sure The Year Ends With A Marketing Bang – Not A Whimper

Make Sure The Year Ends With A Marketing Bang – Not A Whimper

With so many years of experience behind us – not to mention the availability of calendars – you would think we would be better prepared for what’s about to come. Yet, year after year, many of us act astonished and caught unaware by this annual, easily predictable time of year that still somehow manages to sneak up on us. Once again, it’s the last quarter! Suddenly, the holidays are here! And before we know it, 2018 will have arrived and just like in the past we’ll be wondering where those final months of the year went and whether we made the most of them when we had the chance. And too often we will shake our heads as we realize that we could have accomplished so much more with the right planning. If only… So before 2017 really starts winding down – and disappears for good – let me suggest a few things you can do with your year-end PR efforts that will help you feel that you did indeed make the most of the moment: First, put your marketing hat on. Think about the media outlets you can get your message in front of right now and in the coming weeks. Don’t limit yourself! Think print, both traditional and online. Think radio and TV. Think social media. Also, brainstorm on your own or with others to come up with ways you might be able to tie your message to the holidays, to year-end planning or to resolutions for the New Year. A financial professional, for example, could pitch something like: “4 Resolutions That Will Help You Become Financially...
Big Interview? Engage The Host And The Audience Will Take Care Of Itself

Big Interview? Engage The Host And The Audience Will Take Care Of Itself

It’s finally happened! You’ve been working on your publicity efforts, trying to land a radio or TV interview, and now the show is scheduled. Since this is what you wanted, why are you starting to nervously ask yourself: What have I done? Jitters! Stage fright! Call it what you will, it’s perfectly normal to get a case of the nerves when you start thinking about your interview and realize that thousands – perhaps millions – of people will be hanging on your every word! How will little old you ever be able to engage such a large audience?! I understand exactly where you’re coming from. When I came out with my book Celebritize Yourself several years ago, my staff booked a lot of interviews for me and I had these same concerns. In my case, I was fortunate to get a little media coaching from a good friend, Lee Habeeb, a talk radio producer who was co-creator of The Laura Ingraham Show and media coach to Salem Radio Network’s national talk radio hosts (e.g. Hugh Hewitt, Mike Gallagher, Dennis Prager and Michael Medved.) As I look back on the time I spent with him and all the wonderful advice he provided, I’ve realized that one particular piece of Lee’s wisdom proved especially helpful. “Don’t worry about engaging the audience” he said. “That’s the host’s job! The audience regularly tunes in to the show, so the host already has engaged them. They aren’t your concern.” My job, Lee continued, was to engage one person and one person only – the host! It was a revelation! Since then, when providing media...
Why People Share On Social Media And Why That Matters To Brands

Why People Share On Social Media And Why That Matters To Brands

Every day people start their day by checking in on social media – and before too long the sharing of memes, posts, videos and cat pictures starts in earnest on Twitter, Facebook, Instagram and other platforms. What’s driving all that sharing? Lots of things, probably, but to boil it down to its essence, people share on social media because they come across something that appeals to them and they think it will appeal to like-minded people. They share because they like the feedback they get from sharing. And they share just because it’s fun. So what does that mean to you and why does it matter to your brand? After all, you’re looking for results! It all boils down to understanding how and why social media users behave the way they do. This information is valuable because if you understand the needs of your social media audience it will help you make decisions that influence those users to act in a way that benefits you or your brand. Let me share (there’s that word!) just a few key points about sharing on social media: They’re building their personal brand. Each time a user shares something on social media they are taking one more step in strengthening their personal brand. Yes, you may be surprised to hear that individuals have their own brands, but it’s true. Think about it, you may have some friends that focus on sharing pictures and updates about their fishing and boating hobby while others may focus on sharing humorous headlines, jokes, etc. While the former is presenting themselves as a fishing enthusiast, the latter is...
Left For Dead, Radio Adapts To A Digital World

Left For Dead, Radio Adapts To A Digital World

First it was TV that was going to kill off radio, sending it to an early and untimely death. But radio hung in and even thrived. Then it was the internet that was going to finish the job once and for all! But radio shrugged (at least metaphorically), adapted and even capitalized on its supposed foe, the internet, to get its message to the masses. And that’s why to this day I can still proclaim that talk radio continues to be a wonderful venue for giving a boost both to your brand and to your credibility as an expert in your field. In fact, because of the internet, radio is better than ever for that purpose. We’re well past the days when listeners had to schedule their time around their favorite radio talk show. Now in many if not most cases those shows are archived on the station’s website, so people can listen to the show at their leisure, sitting down to enjoy it hours, days or even months after it originally aired. Additionally, one way hosts build their audiences these days is through social media, using Twitter, Facebook and other online sites to drive people to their shows. That’s good for you as well as for them if you plan to make talk radio part of your publicity efforts. And if you aren’t making use of talk radio, here are a few reasons why you should: You can leverage those interviews for an extra PR boost. It’s great if people take the time to tune in to your interview, but you can make excellent use of the interview...
Creativity And Persistence Can Separate You From The Pack In The Publicity Game

Creativity And Persistence Can Separate You From The Pack In The Publicity Game

Grabbing the media’s attention isn’t always easy. Each day, reporters, editors, TV producers and radio show hosts scroll through a never-ending barrage of email messages, many of which they no doubt delete without even bothering to read. Let’s face it, they couldn’t write about or report on all those topics even if they wanted to! Time just doesn’t allow it. With competition for the media’s attention so fierce, how do you separate yourself from the pack and land an interview that will help build your credibility as a go-to expert in your field? I’d love to be able to reveal to you a super-secret strategy that will work every time, all the time! Sadly, that’s not the case. Sometimes you just have to get inventive, allowing those creative juices to flow as you brainstorm alone or with others about pitches that might resonate with a show host or article angles that will intrigue an editor. That’s what we do each day at EMSI. Sometimes those pitches and angles come easily – and we’re excited as we put them into action! Sometimes they don’t percolate so quickly – and in those cases we are even more excited when the right approach finally comes to us! There’s nothing like that PR eureka moment! But while no strategy is absolutely foolproof, there are some approaches you can take that definitely will increase your odds of success. They include: Follow the news. This is something we do every day on behalf of our clients. You increase your chances of getting the media’s attention if your pitch aligns with something people in the news...