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...
4 Reasons You Should NOT Seek The Media Spotlight

4 Reasons You Should NOT Seek The Media Spotlight

On most days it’s my goal to explain to people the benefits of PR and how landing an interview in print, on the radio or on TV can add to their credibility and help establish them as sought-after authorities in their fields of expertise. But as I know it to be true that there’s an opposing view to practically everything, I thought it might be an interesting exercise to see what the opposing view could possibly be when it comes to public relations. So, here are four reasons – absurd as they sound – that might make someone want to run like the dickens should the media spotlight shine their way. (And even more absurd is that in our 27 years of being in business we’ve actually experienced clients who seem to view things this way!) Those pesky reporters and their pesky deadlines! You’re making good progress on the day’s to-do list when you learn some bothersome New York Times reporter wants to talk to you. Naturally, she has a tight deadline for getting her article and your name in front of her 30 million combined print and online readers. Is she serious? Why should her deadline stress become yours? The media follow the media that was following you! I mean this is practically a form of stalking! Let’s say you write an article for the New York Daily News. The article is done and you’re done. Or so you think. But no! Someone at MSNBC sees that article and now they’re trying to hit you up for an interview and foist some free air time on you! The...
From Anonymity Into The Media Spotlight

From Anonymity Into The Media Spotlight

When their teams enjoy a great day on the gridiron, football players love to celebrate with high fives and end zone dances. I can happily report that our team isn’t much different when we experience wonderful successes in the media for our clients! And, we’ve had plenty of reason to dance around our office these past few weeks! We’ve been celebrating because some of our clients have appeared in such major publications as the New York Times, Forbes, Wall Street Journal, USA Today, Parade magazine and others of this caliber. So, you may ask, who are these clients exactly? Star athletes, big name celebrities or rock stars? Nope. They are folks pretty much like you and me. Many are experts in their fields, and possibly known within certain circles, but they aren’t household names. Yet, there they are, being interviewed by the nation’s top media. Let me tell you about one client in particular, Jeannette Bajalia, a financial professional who specializes in helping women prepare for retirement. She’s had a remarkable few weeks in the media spotlight. We arranged interviews for Jeannette with such publications as the Wall Street Journal, USA Today, Time.com, Parade magazine and Investors Business Daily. Those are some media heavy hitters! I’m sharing Jeannette’s experience because I think there’s a lesson in here for those who don’t believe these iconic publications would be interested in them. But first, let me pause for a moment and allow Jeannette to tell you in her own words her reaction to how the media has embraced her and her message: You journey through your life and professional career thinking...
You’ve Got Publicity, Now Where Are The Sales?

You’ve Got Publicity, Now Where Are The Sales?

After all these years of writing and speaking about the ROI of publicity, I still sometimes hear from people who say they had a great publicity campaign but “it didn’t work.” They were disappointed that they didn’t get the increased sales of their products, books or services they hoped for. If they really had a great publicity campaign, they would have gotten media coverage that boosted their visibility and added to their credibility. That’s the true ROI of publicity. What “didn’t work” is actually what occurred at their point of sale. Making sales is actually a two-step process.  Step one is getting broad recognition from a good publicity campaign.  Step two occurs at your point of sale. A good publicity campaign positions you as a thought leader and sets you above the crowd by the implied endorsement that comes with being quoted as an expert in the media. People learn your name and your message when they hear you on the radio, see you on TV or read about you in a host of publications. Consumers not only discover you, they’re also more willing to trust you because you’ve earned the confidence of journalists and talk show hosts who turn to you for your opinions or expertise.  They become interested in learning more and will typically check out your website. Visits to your site are part of the second step in the process.  Whether your point of sale is your website, a store, or Amazon.com, what potential customers find when they walk in the door (figuratively speaking, of course) may seal – or kill – the deal.  For this...
Media Exposure Is Marketing Gold – When You Know How To Use It

Media Exposure Is Marketing Gold – When You Know How To Use It

Recently I gave a talk to a room full of professional speakers, almost all of whom also have published books to promote their brands and build their credibility, and I brought with me a twofold message. First, I discussed steps they could take to get the media’s attention. Then I followed up with something just as critical: what to do with those newspaper articles, radio interviews and TV interviews once you’ve landed them. After all, you’ve made a great effort getting the media to notice you, and perhaps set aside time from your busy day to speak with a reporter. If it all ends there, you’ve wasted a lot of time and energy. And you definitely don’t want this to go to waste because when the media recognizes that you have something important to say, you gain credibility. It’s what I refer to as “marketing gold”: the endorsements from TV and radio show hosts, the editorial coverage in newspapers and magazines – and now, bloggers, news websites and followers on social media too. All these forms of recognition give others confidence you’re as good as you say you are. But you can’t just wish and hope the right people will see your great interview or notice your quote in a magazine. It’s up to you to use this “gold” as a critical part of your marketing to let people know these endorsements exist. So how do you do that? Here are a few ways: Your website should prominently display your endorsements: “As seen on CBS,” “featured in the Louisville Gazette,” “heard on WFLA radio.” Don’t forget to mention the...