Blazing A Trail Of Publicity Until The Paparazzi Get Here

Blazing A Trail Of Publicity Until The Paparazzi Get Here

We all love to dream big, so I guess it’s no surprise that at EMSI we occasionally speak with people who expect to leapfrog over what they consider the “lesser” media and land a spot in the chair next to Ellen or be quoted in the New York Times. My husband and business partner, Steve, who has a great sense of humor, sometimes gets in a teasing mood when he is on the phone with potential clients who express this sort of ambition. He tells them to get up and go to the window. They are rightfully puzzled and ask why they should do that. “Just go look out the window,” he repeats. Being good sports, they comply. When they return to the phone, Steve playfully asks, “Did you see any paparazzi out there?” The message, delivered with a bit of lightheartedness, is clear: For most of us, the media is not hovering at the doorstep, ready to cling to every word we say. Certainly, the point is not to dash anyone’s dreams of hitting the big time with publicity (I’ll cheer enthusiastically if you do), but you have to be realistic. Before you have a reasonable shot at getting Ellen DeGeneres or the New York Times or anyone else of that caliber to even consider you, you need to build credibility and give them a reason to want to interview you. Top-tier publications and national TV talk shows prefer sources and guests with a track record. If they Google you and find nothing more than your LinkedIn and Facebook pages, they likely will move on. If, however, they...
If They Can Attract The National Media Spotlight, So Can You!

If They Can Attract The National Media Spotlight, So Can You!

One of my favorite moments each day comes during our morning meeting at EMSI when my team shares some of the success stories we’ve had landing our clients appearances in print, on TV and on radio, or building their brand on social media. And recently, we’ve had some really great “hits” for our clients. One will be appearing on “The Dr. Oz Show” and two others were featured on “Daytime,” the nationally syndicated lifestyle talk show. Clients also were quoted or featured in such top-tier publications as USA Today and Essence magazine, just to give you a couple of more examples. I share this not so much to brag (although I can’t help but be proud of these accomplishments), but because I think there’s a lesson in here for those who don’t believe the media would be interested in them. Consider this: Our clients come to us from all walks of life. They are corporate executives, book authors, financial planners, educators, scientists, doctors, attorneys and nutritionists, just to name a few. They are experts in their fields, and possibly known within certain circles, but they are not household names. In other words, they are men and women just like you – with the exception that they are being quoted and interviewed by the nation’s top media. So how do we land them these great opportunities to promote and build their brands? One way is that we follow the news, keeping up to date on the latest trends or issues facing the nation and the world. That way we can let journalists or talk show hosts know that we have...
Make Your Passion Part Of Your Personal Branding Effort

Make Your Passion Part Of Your Personal Branding Effort

Recently, I was chatting with a new client, and hearing his remarkable story reminded me of how we often separate our professional branding efforts from our true passions. And that may not be the best way to go. This particular client spent much of his career working with a famous athlete. That might be interesting on its own merits, but what he learned about himself along the way is that he had knowledge and experience he could share with young people to inspire them and affect their lives in a positive way. Now he’s focused on that. I think what he discovered is true for many of us. We have careers we work at every day – and with any luck we are passionate about those careers – but we also have passions outside work that help shape who we are. Maybe it’s helping disadvantaged young people. Maybe it’s volunteering with an animal-rescue group. Maybe it’s traveling on mission trips. Sometimes we don’t get to focus on those passions as much as we would like. As another client notes, we tend to put the things we consider really important on the back burner while we get caught up in day-to-day living. Or, as John Lennon wrote in one of his songs, “Life is what happens to you while you’re busy making other plans.” But I don’t think it has to be that way. Both your profession and your passion can be part of your everyday living and part of your brand. The two aren’t necessarily mutually exclusive, even though we often separate them. Let me offer a few things...
Put Your Story (And The Media) To Work In Building Your Brand

Put Your Story (And The Media) To Work In Building Your Brand

You may or may not consider yourself a great storyteller, but if you’re trying to promote a brand – whether it’s your personal brand or a company brand – let me assure you that you have a story to tell. Maybe that story is how your product solves a cleaning problem in the kitchen. Maybe it’s how you overcame hardship in life to achieve great success. Maybe it’s how your education and years of experience can help others plan for retirement, save money on taxes or open a business. It all comes down to the story being a part of your branding message and the foundation your company was built on. If you can touch on just the right story elements – and do so in an engaging way – your brand can get the attention you’re seeking. Of course, it does get a little more complicated than that because there are different ways to tell your story. Each medium available to you – TV, print, radio, social media – has its own strengths and represents a different opportunity. Television. TV is all about the visual, so if you land a TV interview you need to understand the role appearance plays in shaping your brand, from what you choose to wear to how you handle yourself in front of the camera. In fact, appearance comes into play in promoting your brand with or without TV! The look of your website or how your product is presented on store shelves gives hints to potential customers about your level of professionalism. Yes, rightly or wrongly, people do judge a book by...
Real-Life Lessons From One Woman’s Personal-Branding Efforts

Real-Life Lessons From One Woman’s Personal-Branding Efforts

This morning, I was all prepared to write about personal branding for this week’s PR Insider when, lo and behold, an email popped into my inbox that made my points even better than I could. It was a completely unsolicited testimonial from a client who wanted to acknowledge how our efforts played a part in her success. I’d like to share it with you, but for a good reason that will be clear in a moment. She said: “I’ve worked with EMSI for over 4 years. My publications have made it into major print – Inc, Wall Street Journal, Leadership Excellence, AMA and others. The media campaign resulted in becoming a best selling author for my leadership books, twice. Now I write weekly for the 6th largest newspaper in the country. Their expertise, wealth of media connections and fun work ethic has made gaining the visibility for my company easy and built my foundation of thought leadership. As a result my business has grown, I am a sought after speaker and I can spend time doing what I love to do, working with clients and running my company. I’ve referred them to others, including my own personal clients who had the same success. My next book will be coming out in 2017 and EMSI will definitely be on the journey!” – Debora Excuse my bragging for a minute! Yes, my staff and I loved the generous praise she showered us with and yes, I love being able to share it with you because I’m so proud! But, the real reason I’m bringing this up is her email carries lessons...
Don’t Let Your 2016 Marketing Goals Get Derailed

Don’t Let Your 2016 Marketing Goals Get Derailed

A few weeks ago, I talked about the importance of setting your marketing goals for the New Year so that 2016 is everything you hope it will be. Now, just one month into the year, let’s take a look at those goals to see if you’re on track to achieving the objectives you set for yourself. Why now, you ask? Isn’t one month a little too soon? Not necessarily. Those goals were your version of New Year’s resolutions, and research has shown that a good chunk of people can’t get past the first month when it comes to sticking to their resolutions. In fact, a few years ago the University of Scranton conducted a study that showed one-fourth of people who made resolutions couldn’t keep them for even a week. Yikes! And by the first month, more than one-third failed to stay on track! Yes, more than we would like to admit, those good intentions on New Year’s Eve often evaporate as soon as the day-to-day reality of what needs to be done to achieve them sets in. Hopefully, you’re doing better than those poor souls who suffered resolution let down! But be warned – as the University of Scranton study shows, human nature makes it much too easy for us to abandon a lofty ambition that we so recently considered important. So let’s consider a few things for staying the course with your marketing goals – and maybe even improve on them: Revisit your plan. Take a look at what’s working and what isn’t. Get rid of the parts that don’t seem to be achieving what you desired...