The Power Publicist

Archive for April, 2009

People go to sources they see as reliable and trustworthy when they’re looking for information. As a business owner, this basic principle of human behavior can definitely work in your favor.

When you provide information relevant to your area of expertise, you build your credibility in the minds of consumers, who will come to see you as a trusted source of valuable information and as an expert in your field. This means that when these people are in need of what you have to offer, they will naturally turn to you – the expert!

Establishing a name for yourself as a news source and a trusted voice that consumers will turn to for information – this brings your business valuable word of mouth publicity.

Here’s some tips on becoming a trusted news source:

1. Know who your audience is and speak directly to them. You need to be able to identify with your audience and vice versa. Show them that you understand their needs and are dedicated to meeting them. Obviously, you can only do this well when you understand who your audience is and how they think. If you want to get your message across effectively, then you have to communicate with them in the way which will make the greatest impact.
2. Build some relationships with your local media outlets. Knowing people in the media gives you connections which will be valuable when you issue press releases or other information. These people are also themselves great sources for information.
3. Get to know what other small businesses in your area are doing. Go to the events they sponsor and find out about what they’re offering and more importantly, how they are offering it. You may be able to pick up some tips which can help your business as well. Attending these events also lets you get some insight as to how the public responds to their products. Remember, you need to know the consumer to really connect with them. If you’re attending an event held by a business in the same industry, you can write about the event (and include some information on your own company as well). Take advantage of every opportunity to get media exposure for your business.
4. Write some newsworthy, informative content. Write articles about products, services or even events; these give you the opportunity to provide information to your potential customers. Make sure that what you’re writing about is genuinely newsworthy – this is your chance to be a news provider, so make every one of these opportunities count. When you give people information they can use, you establish your credibility as a news source and help build your business in the bargain.
5. If you have the opportunity, do some public speaking. You can demonstrate your expertise in your field in front of an audience – and when people see you speak, they are much more likely to remember you and to regard you as a trustworthy source of information.

When you have the chance to get publicity for yourself, take it! Establish yourself as an expert and consumers will come to you when they need your products or services.

And if you’re looking for a way to establish your expertise easily using the power of publicity, check out the Attract More Clients and Customers – and Get a Little Famous with Free Publicity.

The Attract More Clients and Customers – and Get a Little Famous with Free Publicity program is a complete video, audio and workbook program that helps you get free publicity with my exclusive system I only use for my clients. You’ll walk away with:

• a complete 12-month publicity plan
• your first press release written and ready to go
• a system to find the right reporters for that (and every) press release
• my exclusive SEO/ social media formula that reaches more journalists – and drives clients and customers to your virtual door

If you are looking to make more money this year – and do it on a limited marketing budget – then you need to grab a copy of this program today.

There’s a special coupon code that’s only valid until Thursday. So you need to get your discount now, while it’s still available.

Go to:  http://www.beheardsolutions.com/attractclients.htm

And don’t forget to use the coupon code: 50409 to only pay $37 for the complete system!

Have you read the most recent issue of Be Heard?

In it, I share the the right way to call a reporter and I open up my rolodex of contacts for MSNBC. Plus, learn how to get a DIY publicity program for only $37!

Click here to read it!

Many so-called PR and publicity gurus will tell you that it’s ok to do certain things, even though they are completely wrong. And these myths have continued to perpetuate as the Internet makes our world a smaller place.

There are several myths out there about public relations and publicity. And I think it’s time someone set the record straight. (It might as well be me!)

Here’s the real deal on some of the myths out there:

1. I’ve got an email address, twitter ID, etc. of a journalist, which means I can pitch him or her through that venue. No, you can’t. Just because a person has an email address -or any other method of contact, for that matter – doesn’t mean they want unsolicited pitches from you. Check the reporter’s preference before you blindly send something out.
2. Who needs to pitch directly to reporters anymore? I use a press release repository site for my releases. And they say they get journalists there every day. Well, first find out what they mean by journalists. You’d be surprised by the answer – if you actually got one. According to the reporters I surveyed, none of them use such sites to get news stories. Sure, these sites can help with SEO, but you probably won’t get media coverage – even if the site says journalists picked up your release.
3. I deserve media coverage. After all, reporters have already covered my competitor and I pay for advertising. This may sting a bit, but… you deserve nothing! And advertising and news are usually separate. If you want pay for play, find a media outlet that offers that and invest your dollars there. Otherwise, back off.
4. If I get on Oprah, I will be a success. I can’t tell you how many people call me and ask if I can get them on Oprah (which I have done for three clients).  Here’s the truth about Oprah: her audience may not be your target market – no matter how much you love her. And one interview will not make or break you – ever!
5. I need experience to get major media coverage. Well, it helps, but it ain’t necessarily so!  A story is more important than media interview experience. (after all, how many times have we seen an inexperienced person being interviewed for a hot story. It happens all the time.

Have you heard of Jeff Herring’s 100 Articles in 100 Days Challenge? (If not, read about it here!)

I’ve been writing like a fiend to meet the goal. (I love a good challenge.) As I saw the number of articles I was writing increasing, I decided a few weeks ago to do something special when I make the half-way mark. After all, goal setting expert a to celebrate the small successes in pursuit of reaching a goal – and who am I to argue with the experts?

As of today, I’ve reached 50 articles in only 30 days!

So, I’m going out with my husband and parents tonight and have a lobster dinner. (Yum!) But I wanted to do more.

So I am offering a program that I’ve never sold before – and because I wanted to celebrate the 50 articles that I have in the can, I’m giving you a $50 discount.

The Attract More Clients & Customers – and Get a Little Famous with Free Publicity program is normally $87. But in honor of my accomplishment, you can get it for only $37, $50 off the asking price by just using the coupon code 50409.

Go to http://www.beheardsolutions.com/attractclients.htm and grab your copy today!

If you haven’t heard, advertising and marketing communication services are spiraling downward as the recession hits hard. That’s according to Jack Myers, one of the media industry’s leading forecasters.

According to Myers, public relations (PR) will buck the ‘advertising depression’ trend he is now seeing, that he predicts will last until at least 2010.

Why is PR still valued? Myers believes that social media has changed the landscape, making consumers demand a more interactive and ‘consumer-controlled’ process. It’s businesses who understand this – and are more forward thinking than the old 30-second ad – that will reap the rewards.

So how can you incorporate publicity into your marketing plan?

The key is to provide useful information using a variety of distribution methods that engages- rather than just sells – to your target prospect.

Useful information is more than saying how great your product or service is. It’s about sharing information on how to use the tools you sell effectively. It’s about developing a platform that positions you as a letter in your field.

And when it comes to distribution methods you need to find the ones that most resonate with your target market, including:

• Press releases
• Social media (Twitter, Facebook, etc)
• Media interviews
• Easy-to-find websites (Hint: Good SEO is key here)
• Easy-to-use content on websites

It’s really what PR is all about – building relationships with your key publics.