PR Tip: Think Like a Reporter/Journalist

Reporters get TONS of pitches from PR folks every day.  There's no way they can do a story for every pitch that comes their way.  It's impossible and unrealistic.  

If you're contacting the media about your company, product, event or client, be sure to put yourself in their shoes.  A reporter's day is pretty hectic.  The worst thing you can do is get on their bad side.  And by bad side, I mean...not knowing some simple, basic things. Try to to make it easy for them.  Here are a few helpful tips:  

Do Your Homework - Make sure you understand the reporter and the reporter's audience.  Do some research.  Ask yourself--Will my story appeal to the reporter's readers/viewers?  Is my pitch something this reporter will likely cover? (Be honest with yourself!) Tailor your pitch to fit the reporter and his/her audience.

Deadlines - If you don't know what a reporter's deadline is, ask.  Nothing frustrates a reporter more than receiving a call from someone when they're working on deadline to finish a story. Typically with TV news, you don't want to call/contact them any time before a newscast. 

Yesterday's News (Be Timely) - News has a cycle. The term "yesterday's news" is real. Make sure that whatever it is you're pitching is timely and relevant.  Old news is not news and reporters will not be interested.  Things are moving fast in the newsroom!  Keep up!

Stick To 5W's - Reporters have a big appetite for information, but they also want you to keep it brief and stick to the facts.  Remember, you want to make it easy for them. Give them the WHO, WHAT, WHEN, WHERE & WHY of your pitch.

  

Apple's Awesome PR Sauce: Their Customers

Apple has THE best PR team ever!  Their customers.  

Think about all of the people you know who use Apple products.  Tons of them, right?  They don't just use the products, they're die-hard, lifelong evangelists for Apple.  Say something - anything bad about their iPhone, MacBook Air or iPad and those folks will come for you with the ETHER! 

Not only are they loyal customers, but they encourage others to do the same.  It's almost like they work for the company.  Like they own stock in Apple!  They're so serious that...Apple users will look at you funny when you say your cell phone is an Android.  And if you tell them you're still using a Blackberry???  Whoa.  They'll give you a blank stare, giggle or shake their head in disbelief.  Their passion is undeniable.  

Why?  They genuinely believe Apple products are THE best.  And that's PR at it's best!  Great PR influences people's perception of a company, product or brand.  So much that they want to share that enthusiasm with others.  So much that the cost of that product or service is secondary.  So much that they will defend that company, product or brand to the very end! 

Apple's awesome sauce is grounded in phenomenal PR.  Their reputation has created this army of supporters and customers who carry that Apple torch (proudly) through the rain, sleet or snow. 

Whether you're an Apple fan or not, you gotta respect that.  

    

So You've Asked People To 'Like' Your Facebook Page, Now What?

I have a lot of friends who are small business owners.  Unfortunately many of them haven't included social media tactics in their overall business strategy. *sigh*  But, THAT's another topic for another time.   

Back to the subject at hand... 

So...you've asked people to 'like' your new Facebook company page.  Now what?   First and most important, look at your company's business goals.  Remember: 

Social Media is Not a One-Off  =  Your social media strategy shouldn't have its own agenda.  It should align with your overall business strategy.  For example, if one of your key issues as a company is to raise the level of awareness around a new product or service, then your social media efforts should support that.  

Create An Editorial Calendar - An editorial calendar is basically a daily listing of posts that will go on your page. Relevant, consistent, engaging content is super important on Facebook.  Sure, being spontaneous is a part of social media.  But remember, you want to focus on your overall business goal(s) too.  An editorial calendar will help you do that.  It will help you stay on track.  

Keep Your Posts Short & Sweet - No one has time to sit and read a thesis about your product and whatnot.  Keep it short.  The shorter, the better. 

Add Images - A post without an image is like a cupcake with no icing.  Blah.  Content is moving fast on Facebook. People are seeing all kinds of things in their feed.  You want to grab someone's attention quickly.  Great images can do that.    

Real Time Engagement - Not only do you want to add fans to your page, but you want to interact with them too. You want to answer their questions, respond to their compliments and assist them if they have a problem.  If you can't do these things personally, hire someone who can. 

Understand & Utilize Facebook Insights - Insights is sooooo valuable!  This tool will show you who your fans are, where they live, what posts they like, what times of day they're online, etc.  Get familiar with Insights.  It will help you find out which content works best for your audience and how you can improve. 

Scheduled Posts - You can schedule posts on Facebook.  In fact, you can schedule posts up to six months in the future.  How cool is that?!  With this feature, you'll be able to post more content without being strapped to a computer all the time. 

I know this seems like a lot, but if you really want your business/brand to have a successful Facebook page, you have to take it seriously.  Start with these things first.  I think you'll be pretty impressed with your results.  

A Press Release Is NOT a PR Strategy

I received a "SOS/help" text message recently from someone looking for a press release template.  A template?  In all fairness, this person doesn't work in PR.  And to my knowledge, they've never worked with a publicist or a PR professional directly on a project (In other words: They've never hired a PR person).  I don't know why this person needed a press release, and I totally understand their blindness when it comes to PR, but it got me to thinking....  

Sooooo many people think that the magical, enchanted press release is the key to gaining positive exposure for their product, client and/or service. That somehow, sending a press release is going to land them a spot in a national publication or popular network show. Nope.  Nothing could be farther from the truth! 

Now, don't get me wrong.  A press release does serve a purpose.  But, it's simply a tactic; A piece of an overall PR strategy. Tip: In order to be effective, a press release should be relevant and newsworthy.  It should tell a story of value, and it should be well written. Why?  If your press release is created correctly, your chances of having it published "as is" increases significantly.    

Sending out a press release to the media is great, but it shouldn't be the extent of your PR plan.  It's equivalent to trying to swim in three feet of water.  You'll just be flapping and kicking your heart out...and going nowhere.

PR Tip: Make Sure Your Website Is Media Friendly

So, you have some amazing news to share about your company.  You decide to send out a press release to make the announcement.  Because it's unique, informative, relevant and compelling (Press Releases 101), a reporter takes notice.

He/she wants to find out more info, so they go to your company website.  Happens every day.  Make sure it's ready. Here are some tips:

Is your site organized, professional and easy to navigate?  Nothing pains a reporter more than having to stumble all over a site.  Keep it simple, intuitive and user friendly. Remember, reporters are on deadline, so they don't have a lot of time to "find" things on your website.  They will leave and move on to the next story.  *Include a "search" function so reporters can find what they need quickly.

Is it social media friendly?  Don't forget, bloggers are the media too. Always make sure your website content is shareable in the social media space.  Including easy "share" buttons on your site will help with that.  Killer content helps too.  If the content on your website is engaging, helpful and unique, bloggers will share it with their followers.    

Are there downloadable photos, images, videos?  Reporters and bloggers like to include photos/images/videos with their stories.  Make sure they can download these items quickly from your site.  The photos/images should be high resolution and the videos should be quality.   

Include a "Press Room" section.  Reporters and bloggers will love you for this!  It's a one-stop shop for them.  Your press room should have a press kit, which includes: your bio, company fact sheet, recent press releases, recent media coverage and photos/images/logo. Be sure to make a PDF version of your press kit that can be emailed to anyone. *Make sure your press room is always current/updated.

Links - Limit them & make sure they work.  Don't include a ton of links to other sites on your website.  Links can be like wild goose chases to reporters.  Remember, the clock is ticking. They have to turn in their story. No time to waste! And for the love of God, make sure your links work!  Double check, triple check - do whatever.  Make sure they all work.     

These are just a few tips.  I could go on and on, but I don't want your head to explode. :)  Start here.  Access your site again after you implement these things, and continue to work and make it better. 

PR Tip: Newsjacking - It's Legal & It Works

If I had a $1 for every friend or associate who asked me for PR help with their business, project or personal brand, I'd be able to buy all the cupcakes in the world!  As much as I love cupcakes and helping people, realistically it's impossible to help everyone, so I don't.  I can and do give PR tips all the time though. 

So here's one of my favorites: Newsjacking.  Yes, it's legal.  No, it's not unethical.  PR folks do it all the time.  

News is constantly happening.  Every hour. Every minute.  Newsjacking is simply injecting your ideas (i.e. your business, your product, your service, etc.) into a hot, current news story. The key to newsjacking is timing, so make sure you're following your local and national news outlets daily. In other words, stay ready!

Once that breaking news happens, create something (blog post, video, tweet, article, etc.) relevant and appropriate (that's key too!) that will grab the media's attention.  Newsjacking is responding to a news story, and adding value to it that will be beneficial for the audience/readers.      
Here's an example: 

The Super Bowl is a big deal, right?  You already know the media is going to be talking about the teams, the plays and the halftime show. (Remember, stay ready.)  So, remember last year when Beyonce shut it down with her halftime performance?  Like, she literally SHUT IT DOWN!  The power went out and the game was delayed for about 20 minutes.  Well, here's what the Oreo cookie folks tweeted minutes after that happened: 

Perfect!  They newsjacked the Super Bowl outage.  The tweet went viral because it was savvy, fun and relevant.  

Last thing - Be careful and use good judgement with newsjacking.  You don't want to newsjack a negative, somber story and/or make light of it.  You do that and you'll be looking at a PR disaster. If you don't believe me, google "Kenneth Cole Cairo tweet."  #Yikes

For The Love Of Everything Holy, Protect Your Brand!

Real Quick:

A lot of people think only large corporations and business conglomerates should be concerned about their brand.  Wrong!  Always remember that you are a brand.  Yes, you!  Think of yourself as the CEO of you.  It doesn't matter if you're a teacher, a police officer, a business owner or someone in the spotlight. YOU determine your brand (make sure it's authentic).  YOU work hard to maintain your brand (manage people's perception of you).  YOU protect your brand.    

Side Note:  The "Beyonce" brand  (Yes, she's a brand) is an excellent example: Talented.  Professional.  Business woman.  Mother.  Fashonista.  Wife.  No-Drama.  Philanthropist.  Whether you're a fan or not, you gotta respect the Beyonce brand. 

I recently watched a reality TV series (I know, I know. *holds head down in shame*) where a very popular, talented, R&B singer single-handedly destroyed her brand over the course of a few weeks.  

What took years to build, she tore down in one season of reality TV.  Show after show, her ego, attitude and unwillingness to collaborate with other artists was almost too painful to watch.  And on top of all of THAT, she also came across as a bully!  Whew!  #fail

The "PR" me cringed every time I saw her and her antics on screen.  

Lesson:  Don't compromise your brand for anyone or anything.  Commit to that.  Remember to always protect your brand.  And think before you react.  Ask yourself, "Is this helping or hurting my personal brand?"  If it's hurting....do I even need to say anything else?

Note:  If you're ever asked to do a reality TV show, remember this: The production company doesn't have fans, a reputation or a brand to protect.  It's your responsibility to protect your brand.

What Is PR & How Is It Helpful? Glad You Asked....

First Things First, What Is PR - Public Relations? 

If you're a PR professional, you should know the answer to this question.  And you better be able to answer it quickly and accurately.  If you can't?  Well now... It's time for you to reevaluate some things.  But if you're a business owner or just curious, here's the gist of it:

PR is what people think of you once you've left the board room.  What they say about you once you've left the party.  It's perception.  It's how a person feels after they leave your store or receive services from you or your staff.  It's how people remember you.  It's part reputation and part branding.  Ask yourself, when people think of me, my company or image, what's the first thing that comes to mind?  

How Is PR Helpful? 

Your reputation impacts your market capitalization.  In other words, people's actions (i.e, purchasing products, supporting an organization, person, event, etc.) are based on their perception.  So, if people think a business/person is unprofessional, has poor customer service and offers services that aren't valuable and/or priced fairly...what do you think?  You think they're going to support it financially?  Probably not.  

PR can help to change those negative perceptions.  How?  Many different ways.  A PR strategy should always be custom tailored to the needs of a business (No one size fits all approach!) That strategy can include tactics that focus on social media, traditional media, community partnerships or brand awareness.  

The great thing about PR is, it's one of the most cost effective, impactful commitments you'll ever make.  Trust me.  And if you don't believe me, listen to what Bill Gates, Co-founder and Chairman of Microsoft has to say:  "If I was down to my last dollar, I'd spend it on PR." 

** fade to black **
 

Note: This info is applicable to your personal branding and PR also.  Again, ask yourself when people think of me, what's the first thing that comes to mind?  Is it good, bad, complicated or "other"?  Be honest and be ready to make the necessary changes if you need to. 

Top 10 Quotes From Blogalicious 2012

Blogalicious has GOT to be the dopest social media conference on the planet!  I mean, where can you meet cool a** people, perfect your line dancing swag (the Wobble AND Cupid Shuffle), learn gobs of info AND party all night with one of your all-time favorite rappers (Hint: 6 minutes, 6 minutes...)?!  

There's no way I can post everything I learned this year, so I compiled my top quotes from some of the speakers and attendees.  Take a look:  

1.  Before you start doing the WHAT, think about the WHY.  Start with the why.  -@corynnecorbett

2.  Never underestimate the power of an educated consumer.  -@EVPMoguldom 

3.  Be comfortable being uncomfortable.  That's the path to growth.  -@marioarmstrong 

4.  Ugly blogs hurt people.  Design matters.  Make the investment.  -@KatyBuckworth

5.  Be very, very nice to the little bloggers.  They'll be big one day. -@Latism  

6.  Don't let someone else dim your light because they don't know how to illuminate their own.  -@missloritv

7. Put a GPS on your money.  Know where your money is going at all times.  -@WellsFargo

8.  For bloggers - Don't be so focused on monetizing that you forget about storytelling.  Don't lose your      
     voice!

9.  Don't write in beige.  Bring your own flavor and personality to what you do.  -@marioarmstrong

10.  Once you identify who you are, it'll be easy to dream big and make those dreams manifest.  -    
       @harriettecole

Doug E. Fresh at Blogalicious 2012