Archive for January, 2010

Last time, I talked about how you need to break through your issues to be ready to get publicity. I even alluded that getting publicity wasn’t hard to do.

So how easy is it to get media coverage?

Before I answer the steps it takes, let’s explore some ground rules first:

1. Publicity is like any other form of marketing: You can’t expect immediate results out of the gate. Sure, it can and does happen, but a better approach is to keep it part of a long term marketing plan for the best results.
2. If you or your business isn’t ready for media coverage, you’ll be losing out on opportunities.
3. You can’t just sit on a couch all day and think that publicity will come to you. You need to hustle to be on top of trends and get to know reporters personally.

Here’s the 3 simple steps to getting publicity:

1. Know your target market. Understand what motivates them (the hook) and what media outlets they are using to get their information from.
2. Craft your message. Whether you use a press release or a pitch, make sure you cover all the bases with the 5 W’s (who, what, where, when, why) and the H (how). Remember you are answering the question WIIFM (What’s In It For Me) for your target market. And “So what? Who cares?” for journalists.
3. Deliver it to relevant media professionals. This is key, as so often many folks just blank an entire media list whether or not it’s relevant to the journalist or the target market. And this is also where developing those relationships with reporters comes in. The more they know you, the more they are likely to rely on you for great news stories.

Want to learn the step-by-step process for getting publicity the RIGHT way? Therese Skelly and I are hosting a series of classes to help. It’s called Ready, Set, Publicity: How to Become THE Expert in Your Field. You and your business will be primed and ready to go. Plus we’ll show you how to get publicity through press releases and answering requests from reporters using HARO, PitchRate, PR Leads and more. Join us on February 2 by registering at http://www.readysetpublicity.com

Last week, I shared some ideas on how to get your business ready for publicity.

But now I need to ask you… are YOU ready for publicity?

Sure, you say…

… When I lose 10 lbs.

… When I feel comfortable speaking in public

… When I get a new wardrobe

Those are excuses. And frankly, those excuse are what are really holding you back from making a splash in the media.

Journalists really don’t care that much about how you look as long as you look appropriate for the expertise you represent. (After all, a plumber in a suit?  That is just odd!)

According to marketing mindset expert Therese Skelly, we use these excuses as a crutch, allowing us to get in our own way. Part of it may be lack of marketing savvy, but that can be learned and added in. Most of the problems people bump into are because they have yet to step up and believe in their worth.

Getting publicity isn’t rocket science. Don’t get me wrong here: it does take hardwork, creativity and a knack for building some relationships – but it isn’t THAT difficult. (More on this in the another post!)

What is really holding you back from getting publicity is YOU!

What are YOU going to do about YOU?

Want more ideas to break through what’s holding you back from getting the publicity you deserve? Therese Skelly and I are hosting a series of classes to help. It’s called Ready, Set, Publicity: How to Become THE Expert in Your Field. You and your business will be primed and ready to go. Plus we’ll show you how to get publicity through press releases and answering requests from reporters using HARO, PitchRate, PR Leads and more. The class starts Feb 2, so join us by registering at http://www.readysetpublicity.com

How many people are using social media as a publicity tool?

How many do you think are doing it correctly?

If you want to use social media as a way to get more prospects to your door, then you need to learn the 4 R’s of social media publicity.

Check them out in this week’s Monday Media Marketing Minute:

You know that publicity is a great tool to get your business – and you – more credibility and visibility, driving prospects to you. And you want to start implementing publicity as part of your marketing plan, yet something is holding back.

Is it your business?

You may not think it, but before you get publicity, you need to think about what you want prospects to do before you get the publicity so you are ready.

Let me share a story that happened to one of my clients. She hired my public relations firm to get her some big media coverage, and we landed her a major story in a top US newspaper. As a result of the coverage, she had more than 300,000 visitors to her site within 24 hours.

Sounds great right?

Yet, her web server crashed because it wasn’t ready for the onslaught of traffic. And when people did see her site, they clicked off pretty quickly. Although she had an opt-in on her page, she didn’t have a call to action on her main page to get them on her list.

She missed out on the bigger opportunity when you get publicity.

Will you miss out when you get that media coverage? Here’s a few ideas to consider:

• Can your site handle the bandwith? Don’t know? As your webhost.
• Do you have a web page that has a clear call to action?
• Do you know what to say to reporters to get people to your website, without being sales-y? (Use your domain name with the ‘dot com’ as your company name.)
• Do you have a section of your website to specifically help journalists?

Want more ideas to get your business ready for publicity? Marketing midset expert Therese Skelly and I are hosting a series of classes to help. It’s called Ready, Set, Publicity: How to Become THE Expert in Your Field. And we will blast away anything holding you back from getting publicity, as well as how to get publicity through press releases and answering requests from reporters using HARO, PitchRate, PR Leads and more.

Matt, my husband, & I had been waffling about selling our house. Now that he is officially a consultant and part of the Cherry Communications public relations team, we can move anywhere. So we decided it was finally time.

Step one: get our house on the market. We’re lucky, because we bought our house before the real estate bubble – and still will make a profit on our house even thought the market has collapsed. Plus, our home is in a very popular area, near the capital in Albany, NY. Although housing sales have slowed, they haven’t stopped.

So you’d think the few agents we called to interview would jump at the chance, especially in this market. But none have called us back. NONE!

In a profession where good customer relations and hustling are expected, I am surprised how awful these real estate professionals are. Word of mouth is the cornerstone of this business, and without it, you will not do well, even in a good market.

Even if you aren’t in real estate, I urge you to think about this story when following up with others. Sure, everyone slips up. Yet trying to make customer follow up a priority will bring you more credibility and positive publicity.

Since few salespeople follow up with prospects, you will truly stand out when you do. Even if your prospect does not immediately return your call or e-mail, he or she will remember your efforts. And the more follow up you do, the more permanently you’ll cement yourself in his or her mind. That way when the person is ready to make the buying decision, your name will be the first one your prospect thinks of. Pick up that phone and do some follow up today. You have nothing to lose and everything to gain.

Personally, I am making follow up a cornerstone this year with Penny Pinching Publicity. I’m putting a lot in place, including autoresponders and phone calls to help people who become members get everything promised – and more.

What are you doing to enhance your follow up? I’d love to hear your suggestions in the comment section. Perhaps one of those real estate agents will be reading it and finally figure out to call me.