Make a Friend

Do you want a surefire way to get some free publicity? Make a friend with a journalist! Create a Top Ten List of media contacts. The list should include those journalists who are most likely to tell your story. Know their beats and be sure to craft a clever pitch. Remember to include television, radio and print media contacts.
Once you have that Top Ten List, concentrate on getting to know those journalists. We are not talking about 'sucking up' here. Journalists are very perceptive people! They can smell a 'brown noser' a mile away! Simply learn to build a rapport with your contacts. Get to know them as genuine, regular people...like you would a new friend. See if you share common interests and/or hobbies. Remember, journalists are just like you and me.
Free publicity doesn't always happen overnight. But if you are smart, you'll have a consistent stream of newsworthy publicity for your business and you may just make a couple of good friends in the process!

It's not all about you!

One of the biggest problems business owners make when it comes to seeking publicity is making themselves the subject of the story.  In an effort to drum up some interest around their product, service or idea, a lot of business owners take the focus off the business and put it on themselves.  BIG MISTAKE!  Unless you are an expert on something useful, offering a solution to a common problem, or you are about to make a trip to the moon (or some other major accomplishment) you as a business owner should remove yourself from the story. It's not all about you!  A good storyteller knows when to step out of the way and let the story speak for itself.  In your case as a business owner, your product, service or idea should be so fantastic, that it should stand on its own.  Otherwise, why would I as a consumer give you my business?  

Publicity should be earned and not given to any and everyone with a business.  Consumers are smart and they can smell a rat and meaningless publicity a mile away.  Be creative, unique and most of all, newsworthy and your business will stand out from all the rest. 

News Clues

Want to breathe some new life into your marketing or publicity plan?  Turn on the news or open your local newspaper and your problems will be solved. In just a few quick seconds, you will be bombarded with one idea after another.  Here's a few to get you started:

1.  The Stimulus Bill

2.  Recession Blues

3.  The G20 Summit

4.  Stock Market Roller coaster

If you put your mind to it, you can come up with creative ways to weave these headlines into your business, product or service.  Do you have a sale going on or can you provide a service that can offer a cure to your customer's recession blues? (Even if it's only temporary.)  Are you a financial consultant who can help your customers brace the roller coaster ride of the stock market these days?  Remember, the key is to give a solution to a common problem. Put your thinking caps on and think of  something you can do better than anyone else in the marketplace. Your customers will thank you for it and they will be coming back for more.

Ask The Expert

What can you do better than anyone else you know?  What is that special skill that you take for granted?  Think hard, now.  There has to be something.  Can you balance your checkbook better than the rest of your friends?  Are you super organized or a really snazzy dresser?  Can you read a two hundred page book in just a few hours?  

Don't sell yourself short.  What you may not think is a 'big deal', could actually be the makings of great free publicity.  One of the best ways to get free publicity is to build it around something you can provide better than anyone else.  That is what's gonna drive customers to your front doors and viewers to your websites.  People will pay for a product or service that comes from someone who calls him or herself "an expert".  But you better deliver what you promise.  Don't oversell yourself...because you will destroy your credibility.  

No credibility=No publicity.

Make a Memorable Moment

When I was a television reporter, the one question I heard over and over was:  " What is your memorable moment?".  If I couldn't definitely answer that question, it meant that my story was average or run of the mill.  That meant it was time to go back to the drawing board.  Asking myself that question on a regular basis challenged me to think outside of my comfort zone.  The result was a story that lead the newscast...a story that was memorable.

When it comes to free publicity, asking yourself that same question will elevate your business to another level.  No longer will you be average or garden variety.  You create a need or a reason why someone should offer your business, product or service free publicity.  Creating a memorable moment will separate you from the masses.  It can make the difference between whether or not you get that call back from a television producer.  So the next time you seek free publicity, ask yourself:  WHAT IS MY MEMORABLE MOMENT?".

What Are You Hooked On?- Part II

2. Timely-This is related to what is newsworthy, but involves a little more immediacy or something that’s tied to an event. Is time for kids to go back to school or time to do little spring cleaning? Another way to look at it is to ask yourself what is trendy or hot right now. The answers to those questions could be a great springboard to a timely hook.

3. Seasonal- Simply put..what time of the year or season is it? Can you tie your business into the renewal of springtime, the fun in the summer or the hustle and bustle of the holiday season? I’m sure you can, if you think about it. Be creative!

The thing to remember about crafting your hook is that it represents you and your business. Most importantly, it represents what you can offer to an audience and potentially your customers. Your hook can make or break you. Make it one they will remember!

What Are You Hooked On?

When it comes to getting free publicity for your product, service or business, there are several "must haves" that have to be in place.  One of them is a "hook", that one element that will make people sit up, take notice and WANT to listen to what you have to say.

For instance, say that you want a local or national talk show to do a feature story on your business.  Before you pick up the phone and call that producer or reporter, you better know what your hook will be.  If not, you will be wasting your time.  When you don't have a hook, it's like telling the whole world that there's nothing special about you, that there's nothing that separates you from the masses.  I know that's not the message you want to tell.

So, for the next two posts, I will be giving you three suggestions on what makes a compelling hook.  

1.  You should know by now what the first point is.  Your hook must be newsworthy.  What is the  hot button issue in the news right now?  What are people talking about?  Is it unemployment, the stimulus bill, the housing market?  There are TONS of angles out there you can pull from.  Pick one and run with it.

Stay tuned for #2 and #3.

So you wanna be on tv?

The number one question I get from my clients all the time is: 

"Can you get me on Oprah???!?!".

While I may not be able to guarantee you a guest spot on the Oprah show, I can give you some tried and true advice on how to score an interview on the news and/or a talk show.  

If you want free publicity, the television is the best way to get it.  Where else can you reach your target audience by the thousands, all at one time?  If you are prepared, you can showcase your business, product or service in a way that will have customers flocking to your door by the truckloads.  The purpose of free publicity is to have people talking about you at their watercooler, to have YOU be the topic of conversation at dinner tables across the country.   

So, what do you need to do to get booked on a local or national television show? You must meet these three criteria:

1.  You need to have a "Guess What?!" factor, a hook.  Something that will make people want to tune in to what you have to say.

2. Remember, that visual is better.  It's television, which means its better to SHOW than TELL.

3. Be unique, creative and innovative.  Be different than the norm.

Apply these steps and you'll have television and news producers ringing your phone off the hook.  When you get that call, remember you only get one chance to make a first impression.  MAKE IT A GOOD ONE!

What is your 12-month publicity plan?

If you act now, you could be in a good position to secure publicity for your company for the next 12 months.  But you have to be creative, innovative, and willing to go against the norm. The tight economy is forcing everyone to do more with less.  Why pay the high price of advertising when you can get publicity for free?  The best way to do that is to be proactive. 

1.) First of all, think of three business goals you'll want to meet this year.  They don't have to be enormous or earth shattering.  More importantly they must be realistic and specific.

2.) Next, break the 12 months of the year down into quarters:  Jan.,Feb.,March, then April, May June, etc.  

3.) Lastly, for each month of the quarter, think of a theme that can be used a springboard toward free publicity for your business.  Certain months will be easy for you, like November, December, July, etc for the holidays.  But again, don't think of the obvious holiday themes. Think of something that goes against the norm.  

For example, say you are a dietitian, specializing in weight loss.  Jan,Feb and March are popular months for you because everyone is getting ready for bathing suit season.  So, instead of advertising the normal, low fat, low diet advertising special, do something completely off the wall.  Like a special diet plan you can offer that includes:  "WAYS TO LOSE WEIGHT BY EATING CHOCOLATE EVERY DAY"...or something catchy like that.  I'm not sure this is actually possible..it's just an example of how going against the grain can get you attention.  

Remember, the key to great FREE publicity is a newsworthy element that everyone can relate to, a solution to a problem, or a touching, heartfelt story.  If you follow these simple steps, your year will be full of great possibilities for your business, from beginning to end.

What business owners can learn from President -elect Obama-Part Two

Campaign Tip#2:  Targeted Marketing

President-elect Barack Obama used sophisticated targeting techniques across 18 battleground states.  Not only did he capitalize off his grass roots experience and superb volunteer efforts, Obama also used the Internet in ways no other candidate has before.  He used Facebook, Twitter and other high tech methods to target one of his key audiences:  the young, college educated population.  Obama knew the key target audience he had to penetrate and he honed in on it with a laser like focus. He never deviated from that plan. That's the same type of focus you need as a business owner.  Know who you are trying to target and then figure out the best way to get your message across.  Having a clear cut marketing plan can make or break any business.

What small businesses can learn from Barack Obama

By now...the historic election of Barack Obama as the next President of the United States is old news. Television stations across the country have returned to their regular formats as the country braces for the next big story...The Inauguration.

In the meantime, however, the in-depth analysis of President-elect Obama's very successful campaign continues. How did a man who was virtually unknown as little as four years ago win the hearts of millions of Americans to become our Nation’s 44th President?

That’s a question that will be asked time and time again. The answers can provide valuable insight for small business owners...lessons that can pay off big. The proof was in the pudding and we all saw it happen on Election Day. Now, let’s see what it can do for you. For the the next several posts, I will point out three key Obama campaign strategies that can catapult your business to the next level. Now, let’s get started.

Lesson 1: Consistency: Throughout his two and a half years on the campaign trail...President-elect Obama stayed deliberate and consistent in his messaging. Two words he used over and over again were ‘hope’ and ‘change’. He never wavered from this message. Despite ridicule and opposition, Obama stayed on course. So much in fact, that Senator McCain also jumped on the ‘change’ bandwagon during the end of his campaign.

As a business owner, you too have to keep your master plan in the forefront of your mind. Be consistent, focused and repetitive. Don’t be afraid to repeat yourself, chances are you haven’t stated your message enough anyway. In sales calls, representatives have to repeat their core messages at least 7 times before it actually sinks in to the minds of their clients or customers. Consistency is key to getting your point across.

Stay tuned for Campaign Tip #2.

Trend=Newsworthy

One of the best ways to ensure that your business remains newsworthy is to watch for the latest trends. This is very simple to do. Turn on CNN, your local news, flip open the newspaper or turn on the radio…and keep your ears and eyes open. A trend is a following of some sort, an idea or habit that has suddenly become popular to the masses. For instance, as I watched my local NBC affiliate this morning, I tuned into a story on coupons. Yes…coupons. For the first time in almost 20 years, coupons are becoming popular again. It makes sense. In the midst of a recession, consumers have to be creative with ways to stretch their dollars. Coupons are the perfect solution.

Now, retailers are capitalizing off this popular trend by advertising DOUBLE and TRIPLE coupon specials. It’s working. Consumers are pouring in by the truckloads because they are lured into believing they are getting more by spending less. All this over COUPONS ! An old idea…that’s become NEW again and it’s turning into big bucks for business owners.

The same thing could happen to you. As a business owner…you have to remain ahead of the curve. You have to progressively pursue new ideas to grow your bottom line. Watching for the latest trends in the media is an easy an effective way to do this. You’ll raise the level of publicity of your business…by being newsworthy. And what’s even better…you’ll make some money doing it.

Become an Expert

One way to publicize your business, product or service for free is to toot your own horn. You know the expression, the squeaky wheel always gets the oil. Well, the same is true about speaking out about your business. There are many ways you can do this.

• Write an article on line. EZineArticles is just one example of this. Showcase what you know about your business, something that no one else knows better than you. What is the one thing you can bring to the table that sets you apart from the masses? That is your niche.
• Start a blog. It's free, it's easy and it's a great way way to get the word about what you do best. But be brief and straight to the point. Remember to offer useful information.
• Write for your local newspaper, journal or newsletter. The subject of the article shouldn't be about you or your business. It should be about an issue or topic that affects your customers or business owners like you. It has be informative and have mass appeal. At the end of the article, the editor will give you a chance to write a byline that will give you some free publicity.

The best thing about establishing yourself as an expert on a particular topic is that it gives you instant credibility. People will start to listen to you. Then, they'll start to believe in you. People will support something they believe in, don't you? Good luck !

Recession-Proof Your Business

At a time of soaring gas prices and unemployment rates, everyone is trying to figure out how to do more with less. In this weak economy, you have to learn how to stretch the almighty dollar. Business owners know the importance of this more than anyone else.

One of the biggest ways entrepreneurs can recession proof their business is by reserving their cash flow. Now more than ever, business owners must find a way to limit their expenses. This may mean making some serious decisions. One of the biggest things that that can be impacted during lean economic times is the marketing and advertising budgets.

By now, you should know my answer to this dilemma. Advertising costs are major expenses small businesses should not have to absorb. Not when there are countless ways for them to raise their level of publicity for FREE.

If you own a business, now is the time you should be creating your EVERGREEN list of newsworthy story ideas for the sole purpose of generating some free publicity.

As a business owner, you understand the financial pressures and challenges of your customers. So make sure you get that message across in your publicity campaign. Come up with a snazzy sale that is better than your competitors. Raffle off a free gas card or a coupon good at your customer’s favorite supermarket. Then, do what all smart business owners do. Put together a smart publicity campaign around that great idea (or hire someone to do it for you). Contact your local media outlets with your creative and newsworthy story ideas. When it comes to saving your customers a few bucks, you can never go wrong. Remember, the foundation of any newsworthy story is “What’s in it for them?”. If you can answer that question, you will be way ahead of your competition in recession-proofing your business.

Public Relations or Advertising? (The Four C's)

Why should you choose public relations over advertising? What are the differences between the two? Well, since I am former journalist I am going to give you a fair and balanced answer to that question. The good points and the bad points. I like to call them the Four C’s.

First let’s start with the Cons:
Consistency:
Because you, the entrepreneur, pays for the ad space on that local tv or radio station, or in the local magazine, you can choose to run that ad over and over again, for as long as you can afford it. You can dictate the level of consistency you want.
But in pr, you generally get one shot to showcase that ground opening of your business or big event in the local media outlets. That is why you have to make that one shot count.
Control:
Again, since you will be shelling out the money to pay for advertising space, you can have the creative control over your content. You can dictate what is said, how it’s said and how often it’s said. However in pr, that control generally shifts over to the media organization and how they choose to showcase your business, product, service or idea. But a skilled pr specialist can make sure your view is heard or seen.

Now, the Pros:
Cost:
You, the business owner, pays for the ad space, which can be VERY EXPENSIVE. That cost goes up each time you choose to run that ad. For small businesses, that can really put a dent in the budget. But there is no cost for pr. That's why people call it free publicity. You can do this through news conferences, press releases, or more effectively a pr specialist who knows the buzz words that can get you the media exposure you’re looking for.
Credibility:
In advertising, consumers know when they are being sold a product or service. Phrases like BUY THIS, ACT NOW, CALL NOW, lets consumers know when they are getting a sales pitch. And in their eyes, this means the message they are seeing or hearing is biased or skewed. When a business or product is featured on the news, consumers view it differently. They become believers. They feel if a news producer or editor takes the time to invest in the business they’re seeing or hearing, it MUST be special. Therefore, your credibility isn’t compromised.

I hope that information helps. The bottom line is if used correctly and by the right person, public relations can be a very effective tool in getting publicity. That is why a skilled pr specialist, with a nose for the news, is imperative. You need someone who knows how to create the publicity you want, the publicity that will have the media and consumers knocking down your doors.

The Power of the Media

Earlier this week, I was listening to my favorite talk radio station while I was driving in my car. The subject was the incredible power the media has on the ongoing race for the United States President. The guest speaker discussed how Republican nominee John McCain has gotten off relatively easily, while Democratic nominees Barack Obama and Hillary Clinton continue to battle it out the war of the words. No matter what side of the political fence you fall on, there is no denying that the media has had a great impact on the race. In just a matter of hours, the media can have the public loving you….even hating you.

That’s why it’s imperative that you and your business use the media to your advantage.

• Keep a list of newsworthy ideas about your product, service or idea handy at all times. Remember, follow a big current trend or tie in to a current event.
  
• Do your homework and respect journalists’ time. Make their job easy by including any and all details you think they may need to tell your story.
  
• Respect the timing of the news. Your newsworthy idea may not make the top of the six o'clock news. But it may be the perfect fit for a weekend feature.
  

Don’t under estimate the power of the media…your business will thank you!

What are you doing tomorrow?

Can you believe we are almost a quarter of the way through 2008?! Before you know it, we will be ringing in 2009! Time waits for no one, which is why YOU as a business owner MUST make the most of each and every day. The beauty about news is that you get a fresh opportunity to become NEWSWORTHY with each passing day. Yesterday’s news is old news, passé, BORING. NO ONE wants old, boring news.

So now with just a few days left of the first quarter of 2008, I have to ask you a question. Have your made your first quarter goals? What have you done to make your product, service or idea stand out from all the rest? Did you come up with a creative idea that led to free publicity on your local news station or in your local newspaper? Did you make your business matter to your customers? Because by now, you should know that people won’t support something they don’t believe in…something that doesn’t matter to them. If you didn’t reach your goals, how can you turn it around in the second quarter?

Che Brown is the President of Partners In Learning, a Washington DC based sales training and professional development firm (www.partnerslearning.com). Brown offers some great advice in this area. He says each day is an opportunity to get back on track. “You are only one day away from reaching your goals”, he says.

So, if you didn’t get a chance to put your business on the publicity map in the first quarter, you have three more quarters to make it happen. You don’t even have to wait until April 1st to begin. It can all start tomorrow. So.....what will you be doing?

Time for some Spring Cleaning!

Thursday, March 20th, marks the first day of spring. Hallelujah! I am so glad I will be finally able to pack away my bulky winter coats for at least another 9 months or so! Me and cold, wintry weather just don’t get along!

With springtime comes a whole new season of renewal and refreshing possibilities. This is the time of year when people start clearing out their homes, dusting off their furniture and rolling up their sleeves for that much needed spring-cleaning. Out with the old and in with the new!

That rule doesn’t just apply to homeowners, you know. If you own a business, you too could benefit from a little sprucing up. The arrival of springtime could mean spring-cleaning for businesses as well, a chance to breathe some fresh air into a stale PR plan. You can start by asking yourself the following questions:

(1) Is it time to blow the dust off your current pr strategy for your product, service or company? What’s working for you? More importantly, what’s not working?
(2) Are all the numbers and email addresses of your media contacts in your Rolodex up to date? Who should you add…who should you delete?
(3) How can you maximize your resources and fresh new ideas to secure yourself some free publicity?

A change of seasons could be the fresh start your business is looking for. Spring into the possibilities and seize the opportunity!

What's Buzzing You

Sixty three thousand jobs were lost in the month of February. That's more than any other month in the past five years. If you were one of the lucky ones whose job was spared, chances are you know someone who wasn’t so lucky. Employers are rightsizing, downsizing, upsizing or just plain firing people all over the country. When there are no jobs, there is no spending. So in these tight times, how are businesses attracting customers?. Let’s face it, people just aren’t spending as much money as they used to. Just turn on the news tonight and see for yourself. The buzz words you’ll hear are: Recession, Downsizing, Cautious, Fearful, and Slowing Economy...just to name a few. The list could go on and on. But if you are a business owner looking to squeeze through these tight times, those same buzz words could be the basis of your publicity campaign. Remember, the key to successful public relations is to offer a useful solution to a problem, a problem many people can relate to. If you can find a way to build your company’s pr campaign around a cost saving measure, a way penny pinching consumers can purchase your products without blowing their budget, you can kill two birds with one stone. You’ll entice more customers to your business by offering cost saving solutions and you’ll be protecting (maybe even building) your bottom line. They key is to listen to the buzz words!6:47 pm est

If it bleeds....

It’s a common phrase used in the news industry: If it bleeds…it leads. Meaning that the more gory, tragic or devastating a story is, the more likely it will be at the top of any newscast. Seems pretty brutal, right? Why should someone’s tragedy be someone else’s leading news story? Although not all news stations follow this rule of thumb, there is some truth to that mantra. Whether you like it or not, sometimes it IS the bad news that makes the headlines. A tragic car accident that kills an entire family or that devastating house fire around the Christmas holiday always tugs at people’s heartstrings. That, of course evokes strong emotion, an important quality that makes any story newsworthy.

But a story doesn’t always have to be sad or involve some sort of conflict or controversy in order to be newsworthy, especially if it offers a solution or answer. That’s where you come in. As a business owner, can you offer your customers a solution to a problem or issue? The problem can be anything from high gas prices to high electricity bills. Do you offer a special price break or sale that beats out your competitors? How about a special drawing for a coupon or gift certificate to a local gas station or grocery store? Remember, in order to get publicity you have to first drum up the interest. The same thing that tunes viewers into the 6 o’clock newscast can also drive customers to your store. You just have to find that “leading story” to get their attention.