You Don’t Have To Be A Celebrity To Be Celebritized

You Don’t Have To Be A Celebrity To Be Celebritized

As I’m sure you’ll agree, there’s nothing like a little good news to make arriving at the office for another day of work worthwhile. Just this morning the whole team here at EMSI celebrated when one of our print campaign managers revealed she had arranged an interview last night for a client with CNNMoney.com.  But the news got even better today when we saw that over 100 news outlets picked up the story our client was quoted in. It was a terrific way to start the day. But as I think about it, we have a lot of terrific days.  Let me share some of them with you, not so much to brag about what we’ve accomplished on behalf of our clients (well… maybe just a little), but to demonstrate what’s possible for you.  It’s important to note that these clients didn’t come to us as big-name celebrities trying to build on well-established reputations. In fact, most of them had little to no publicity in the past, yet with our help they grabbed the attention of top-tier media. The reason boils down to a phrase I often like to share with people: You don’t have to be a celebrity to be celebritized! Celebritizing our clients through print, TV and radio is what we’ve been doing for more than 26 years, and over a decade ago, we added social media to the mix. Some of the media coverage our clients have enjoyed includes: Print. One of my favorite examples involves a financial professional who has been quoted in USA Today, Time, Money, Newsday, Fox Business and dozens of other publications....
What’s the Good of Talk Radio Appearances if I Can’t Pitch What I’m Selling?

What’s the Good of Talk Radio Appearances if I Can’t Pitch What I’m Selling?

Sometimes people are surprised — OK, dumbfounded — when I explain that they shouldn’t pitch their product during their radio talk show interview. “What?” they say. “Isn’t that why I’m on the show??” Actually, no. Show hosts don’t want to sell your book, product, or services. They want to provide information and entertainment that keeps their listeners tuned in and paying attention. If you get on a show and pitch what you’ve got to sell, you’re a commercial – not entertainment. And that’s the fastest way to get your interview cut short or killed entirely. So what’s in it for you? Being interviewed on a talk show: Positions you as an expert in your field. Gains you (and your product/company/book) the implied endorsement of mainstream media. Puts your name and the name of whatever you’re selling in front of a large audience. In return, you give a great interview with useful information, educated opinions and entertaining anecdotes shared with friendly enthusiasm. That way, the talk show hosts keep their listeners tuned in, which helps them sell all those commercial spots – you know, the ones people tune out. The best way to ensure you have a successful interview is to forget you’ve got something to sell and work your marketing efforts around the goal of being the perfect radio guest. How? Don’t position yourself as an author or executive. Instead, position yourself as an expert on your topic or your industry. Sell only your depth of knowledge and your ability to help answer key questions about some aspect of your topic that may have been in the news recently....
Spending Marketing Dollars Now Can Ease Tax Burden Come April

Spending Marketing Dollars Now Can Ease Tax Burden Come April

Financial advisors love to remind us that we should think about taxes all year long, not just the end of the year. Let’s face it, though. Many of us – me included – get so caught up in our day-to-day activities and responsibilities that thoughts of what we can do to offset our tax bills don’t always enter our minds. Then one day we suddenly look up, realize the end of the year is bearing down on us and think, “Yikes! I promised myself not to let this happen again!” It’s not quite the end of the year yet, but it’s closing in fast. As a businesswoman who has to do marketing herself, I also understand the importance of tax planning and thought I would share some thoughts on how the two can work together. Most of us know when you spend marketing dollars before Dec. 31, you gain a 2015 tax write-off. As it turns out, though, just like with tax planning, many people neglect to think about their marketing plans and budgets until they are nearly past what should have been the deadline. It means missed opportunities for both promotions and taxes. It’s a double whammy of woes. You don’t want to fall into that trap. Let me offer a few simple suggestions on how you can combine thinking about taxes with thinking about marketing and come out ahead on both. No need to delay. “Not to worry,” you say. “I’m not releasing anything until a few months into next year. I’ve still got plenty of time.” But even if you plan a 2016 release date for...
5 Biggest Social Media Mistakes

5 Biggest Social Media Mistakes

Social media sites have become a powerful way to market your brand, but by now everyone should know that they present pitfalls as well. Companies end up apologizing over ill-advised tweets. Individuals create controversy with Facebook posts they no doubt thought were innocuous. That’s not good, especially when so many of these missteps seem to be things that could have been avoided with just a little forethought. Yet despite all the warnings and cautionary tales that circulate, the faux pas continue. To help you avoid some of the more common mistakes that businesses and individuals make with their social media accounts, I asked EMSI’s savvy social media team to chime in. They wasted little time helping compile a list. (I think they easily could have come up with a dozen more, but these should give you a good start on what not to do.) Treating every platform the same. Social media sites are different and you need to approach them differently. One obvious example is that there’s a character limit on Twitter so those messages need to get quickly to the point. Facebook doesn’t have such a limit, giving you room to expand. On the other hand, Facebook sometimes artificially conceals content, especially if you post too much, and as a result everyone won’t see it. That doesn’t happen on Twitter. You need to consider the nuances of each platform. Posting too frequently – or not frequently enough. You want a happy balance here. Some people flood their followers with tweets or Facebook posts. It becomes too much of a good thing and your followers’ eyes glaze over as...
Sometimes You Can DIY PR

Sometimes You Can DIY PR

When To Do It Yourself And When To Call In the PR Pros Every homeowner faces these sorts of situations sooner or later – and usually sooner. A bathroom faucet is leaking. An electrical outlet is dead. The washing machine stopped in mid wash. Hmmm, you say to yourself as you rummage through your toolbox. Should I put on my handyman hat and handle this repair as a do-it-yourself project, or is it time to call in a professional? It’s a legitimate question – and one that also can be asked when it comes to public relations. Indeed, just like with the plumbing or the electricity, there are some PR jobs you might ably pull off yourself. Many others, though, are best left to those who make a living at it. Just as examples, here are three DIY steps you can take for PR without (I’m fairly certain) any fear of flooding the bathroom. Social media. You can set up your social media profiles – on Twitter, Facebook, LinkedIn and other sites – that can be used to circulate your message and promote your brand. Then you’ll want to mine those networks to their best advantage the way a professional would. Using relationships. If you already have relationships with local media in your community, you may be able to leverage them to land news coverage of yourself or your company. Such relationships are great to have, but you still need to convince them that you have something worthwhile to offer their readers, listeners or viewers. (More on that in a moment.) Define your difference. Perhaps the thing you can...
Is It Already Too Late To Plan Your Holiday Marketing?

Is It Already Too Late To Plan Your Holiday Marketing?

Even the jolliest among us find it difficult to think about the holidays this many months in advance, but when it comes to marketing, you have little choice. Now is the time to position yourself, your product or your book if you want to be at the top of the media’s – and your potential customers’ – minds when the gift-buying season is in full swing. I suggest you take your holiday marketing cues from retail stores. Some of them begin stocking their shelves with holiday decorations, wrapping paper and holiday signage at a time when many of us have barely unpacked from summer vacations! Those stores do that because they want to be the first to grab the customers’ attention. You need a similar mindset when trying to attract the media’s eye. If you wait until your mood is festive enough to start humming “Jingle Bells,” you’ve waited too long. Believe me, you won’t be “laughing all the way” at that point! If you don’t think time is of the essence, consider this. Magazines typically plan their content three to six months in advance, so you already may be running behind schedule for some of those November and December issues. Meanwhile, if you are an author, be forewarned. The competition is heating up with intensity greater than those chestnuts roasting on an open fire! Here’s why: Publishers release a deluge of books in the fall, positioning themselves for the post-Thanksgiving Day spending splurge. Essentially, everyone will be waving wildly and shouting, “Hey, book buyers. Look at me!” And remember, the PR and marketing firms for publishers and authors are...