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...
Timing is Everything When Big News Happens

Timing is Everything When Big News Happens

An otherwise quiet Friday in our office quickly ratcheted up to high-alert level this past week when a major news story broke and journalists from far and wide pounded on our doors – or at least our email inboxes! Just like that, our print-campaign team was extraordinarily busy – and extraordinarily thrilled! We happened to have the right client for the right moment – and soon he was just as busy as we were, fielding media questions with professional aplomb. You probably heard about the event that launched the frenzy. It was the announcement that Amazon was buying Whole Foods, a business transaction that raised this intriguing question: How would this affect the brands of both companies, as well as the brands of their competitors? Our client, who soon became the media’s best buddy for the day, happens to be an international branding expert. Our team immediately understood that we could tie him to this major breaking news event in an impactful way. We crafted a quick pitch and sent it right off to our contacts at major publications. The response was downright explosive! Within an hour we heard from journalists at major publications like CNBC, USA Today, NBCnews.com, the Houston Chronicle, and others all vying to interview our client. We jumped on the rapidly arriving requests and arranged interview after interview after interview. Within the hour we began seeing the articles these news sites posted. And shortly after we got notice that over 60 other publications ran the USA Today story. Even LinkedIn got in the act. If you’re one of those people puzzled about the value of...
Are You Giving Your Online Reputation The Attention It Needs?

Are You Giving Your Online Reputation The Attention It Needs?

Everyone’s favorite kite-flying and stove-making founding father, Benjamin Franklin, once said that it takes many good deeds to build a good reputation, but just one bad deed to lose it. And, to my knowledge, Ben never even encountered the internet! He definitely was on to something, though, and what was true way back in the 18th century is perhaps even more so here in the 21st! Each and every one of us has a reputation to uphold, and these days we may even have two – one that gets built (or dismantled) the old-fashioned rumor-mongering way and one that’s online. That brings me to this question: Since it’s almost certain that you have an online reputation, what are you doing to manage it so that you can make sure that when someone Googles you, what they find is positive and not something that sullies your good name? Because reputations need attention – and even more so if a bad deed or two is lurking around somewhere. (Just ask our friend Ben!) So let’s take a look at a few things you can be doing to make sure your online reputation shines like a newly minted Franklin half dollar: Watch your P’s and Q’s. The best way to avoid online reputation problems, of course, is to not let them happen to begin with. Sometimes that’s easier said than done (you can’t control what others say about you online), but if you handle customer problems promptly or refrain from posting inappropriate messages on your social media, you can at least reduce the odds of bad Google results. Take advantage of social...
Fishing For PR? Always Grab The Wide Net!

Fishing For PR? Always Grab The Wide Net!

Each morning (of course, after everyone has had their first cup of coffee!) our team assembles in our conference room for a meeting that includes a little brainstorming mixed with reports on how well things are going with our clients. This is the time when we tackle some of life’s thornier questions, such as: What do you do when a major publication wants a client’s comments for an article, but the article’s focus doesn’t really relate to the client’s core message? Often, a client will say: “I pass.” Just as often, we say: “Not so fast!” We encountered just such a scenario this week and I’m happy to report that we were able to explain our reasoning to the client’s satisfaction. The result? The publication got what it wanted and our client and his company were cited in the news. But this comes up often enough that I think it’s worth sharing some of that reasoning with you. First, let me be clear that we don’t want to waste any client’s time. Occasionally, when media opportunities are flowing in, we may have to do a little PR triage as we figure out which interview requests should get priority and which ones may not be worth the time and effort. But when it comes to the top-tier newspapers and magazines, we are rarely inclined to forgo an opportunity, even if the reporter’s angle is a little off topic for the client. Our philosophy is that if it’s something the client has the expertise to provide insight for, then they should take advantage of this media moment. So here are a...
When A Journalist Comes Calling, Maximize The Moment

When A Journalist Comes Calling, Maximize The Moment

If you see it as your big moment in terms of publicity – you’re right! A journalist with a major daily newspaper contacts you by email seeking your input on his latest article, and helpfully includes a few questions for you to answer and send back. Of course you’re going to answer – or at least I hope you are! Oddly enough, we sometimes encounter clients who decide to take a pass in such situations. Maybe the reporter’s article doesn’t fit exactly into the niche they see for themselves and their brand. Maybe they don’t see any evidence that being quoted in the article will lead directly to sales or new clients. But as I so often remind them, they are missing the point. Publicity is about establishing your credibility as an expert in your field who is quoted in the press or interviewed on a show. It’s then up to you to leverage your press coverage by linking to it on your website, mentioning it when trying to attract new clients and sharing it on your social media. So even if the journalist’s topic is not exactly what you would prefer to promote about yourself or your brand, if it’s something you have the expertise to discuss, you should jump at the opportunity. Once you’ve wisely decided to participate in the interview, how do you make the most of such a media moment? Let me make a few suggestions: Keep your responses concise. I sometimes hear from clients who are unhappy that they provided a lengthy, detailed response to a journalist’s written questions, only to see just two...
4 Reasons Why Live Video Should Be Your Latest Publicity Tool

4 Reasons Why Live Video Should Be Your Latest Publicity Tool

Anyone who tunes in to television news is familiar with those moments when the anchor announces dramatically that “we are now going live” to a reporter who’s on the scene of whatever extraordinary event has grabbed the attention of the news crews. But in all your years of watching such broadcasts did you ever imagine that one day you might have the ability to “go live” with your publicity efforts? Well, that day has arrived (which could mean that flying cars and robot maids aren’t far behind). Just recently I was talking with our social media team about the popularity and benefits of Facebook Live, a social media format that allows people to speak directly to an audience in a visually interesting and content-rich format. Anyone with a smartphone can literally “go live” on Facebook to express views on a new theme park ride, demonstrate how to prepare a gourmet meal, teach guitar lessons or talk about whatever topic moves them on that particular day. And it’s free! But the even more exciting thing to me is how this can be used by anyone who wants to promote their brand. For example, a financial professional who writes a blog on retirement issues could in addition share the same information with clients and potential clients through the live video. So just why would you want to make this one more part of a well-rounded publicity campaign? I mean, after all, you’ve got that blog that’s serving you well, right? And you already post on Facebook. Here’s one reason. As wonderful as the written word can be, video has a significant...