Womens Media Summit

Common Publicity Mistakes Businesses Make

The Fifteen Most Common Publicity Mistakes Businesses Make By Pam Lontos

As a business owner, you probably know that publicity is important to your success. But many businesses (and maybe you’re one of them) make crucial mistakes in their publicity campaigns. While some of the mistakes are more detrimental than others, the actual costs can be staggering.

For example, saying the wrong thing to a reporter may only cost you a quote in a national magazine. But in advertising dollars, that quote could have been worth hundreds. And you never really know who would have read the interview. Maybe a reporter for USA Today or maybe Oprah’s producer (or maybe even Oprah herself). Plus, what about all the time, money, and effort you spent in getting that reporter on the phone? It’s true; everyone makes mistakes. By being aware of the more common ones, at least you can take action to avoid them.

If you want to make the most of every publicity opportunity that comes your way, consider the following mistakes that businesses commonly make in their publicity campaigns:

1.    Thinking hundreds of customers will walk through their door from one hit: Fame and name recognition take time and repetition to build. In fact, a person will need to see your name and logo around six or seven times before they actually remember it. So regardless of what you’ve heard, there’s no such thing as an overnight success.

2.    Not being unique in their approach: No one wants to hear the same old message over and over again. So develop a hook, or unique angle that sets your business apart from others. For example, if you own a restaurant, consider what’s unique about it. What’s unique about your menu? Has the restaurant been family-owned and operated for generations? Do you offer vegetarian cuisine? The more you can make your message unique or different from the “old way,” the more attention you’ll attract.

3.    Thinking they can’t get into a large publication: Many small business owners feel intimidated by the big name publications. They envision high-powered magazine editors schmoozing with big company CEOs and lining up interviews with well-known figureheads for the next six months. In reality, editors scramble daily to find people to interview who have knowledge on the latest trends and topics.  

To read the other 12 mistakes, visit http://www.myarticlearchive.com/articles/7/085.htm

Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers and authors. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your business. Call for a free consultation at 407-299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

August 2nd, 2008 Posted by admin | PR and Media Tips | no comments

New Media… doing more with less

   New Media: How to Do More With Less   

Lindsay Wray of the International Women’s Media Foundation wrote a great article based on a workshop conducted by Merrill Brown, founder and principal of MMB Media LLC and Janice Castro during the 2007 International Women’s Media Foundation U.S. Leadership Institute  Here are some highlights: Tips for Surviving and Thriving With New Media~ Multi-task – Think across platforms; for instance, learn to take video while conducting an interview for a print article.~ Think about products – Develop ideas for ways your newsroom can use new media. ~ Don’t be afraid to mix sales and editorial – Editors and producers shouldn’t shy away from thinking about revenue opportunities, even if a new idea for a product involves other departments.

~ Embrace new technology – Boggled by blogs? Create one, and try it out.

~ Market yourself – Let other people know what kinds of technology you’re experimenting with.
 

Read the full article here: http://www.iwmf.org/features/10421
 

For more information on the next leadership institute, visit www.iwmf.org/programs/leadership.

June 5th, 2008 Posted by admin | PR and Media Tips | no comments

Want to get your organization noticed? Create Your Own Holiday!

Want to get your organization noticed?  Create Your Own

Planning special events can be a cornerstone of your marketing program. Small business owners should and can be excellent hosts of special events. Typically events are created to showcase the product and services a business offers.  Designed to attract attention, educate potential attendees, and supporters and the media, special events generally focus on a specific purpose with specific outcomes. A special event can include a one-time event such as the launch of a new product/service or a grand opening; they can include ongoing events such as party or fundraising partnership or to announce a special occasion such as an open house or holiday, which is the focus of this article. When marketing a holiday you can capitalize on ones that already exist or you can “invent”  your own the way the founders of the Womens eCommerce Association did when Virtual Woman’s Day™ was created.  Like many other holidays on the calendar, Virtual Woman’s Day™ was born from an idea to honor an existing holiday – Women’s History Month – and making it unique to the organization.   The founders of the organization wanted to encourage women to learn more about Women’s history and also connect with women around the globe which was the impetus to create Virtual Woman’s Day™.   

The elements of success relating to planning special events include  your planning team, your mission and goals,  the  tools you will use to plan and execute the event, where you will “host” the event (logistics), event marketing and public relations and event evaluation and post-event activities.

 YOUR PLANNING TEAM

Do you need a team of staff/volunteers to execute a successful event? Involve your team in the planning. This core group will help develop the “theme, select the location, and determine who else should be involved.  When planning the Virtual Woman’s Day™ the founders looked at their membership base as well as experts who have participated in past events to help create a team of people with a variety of expertise and targeted circles of influence to help “spread the word” about the event.  These people included technology experts, networking experts, marketing experts and leaders of other organizations.

Planning special events requires people who believe in the “mission or purpose” of the event and will work toward fulfilling that mission. Depending on the size and scope of the event, the team can consist of 2 members or several with varied expertise, a specific circle of influence and good organizational skills.  

 YOUR PURPOSE, MISSION & GOALS

Determine the purpose of the event. Is it to make money? Is it to increase awareness of the product or company or organization? Is it to celebrate a success or a milestone? It might be a combination of all three. Once you know the purpose, you can plan accordingly.  Any new idea requires a list of goals and objectives in order to be a success.  Where many organizations fall short is in determining the “mission” of the organization as well as failing to write down the goals and objectives.  

For instance, here’s the mission of the Virtual Woman’s Day™: “to bring together women from around the globe to network together, learn together and grow together.”

The organization also described how it intended to accomplish it’s mission. “We plan to do this by encouraging one another to share resources, promote our products and services, increase our circle of influence and have some fun in the process.”

 The objectives include:

• To host a memorable event via the WECAI Network™ Conference room.
• To expand our knowledge in areas of interest to women such as healthcare, marketing, networking and building strategic alliances.
• To promote women around the globe.
• To raise awareness and increase the influence of the WECAI Network™
• To “take life by the mouse” and have fun.

PLANNING TOOLS

 Timeline
Create a Timeline!  The timeline should include items such as; when programs are printed, when  invitations/brochures should be printed and mailed, when to start the media or publicity  campaign, when to order decorations as well as registration deadlines. 

Checklist
Checklists or “to do” lists should be used throughout the process and used to educate, track activities, and evaluate your events. Checklists should be designed to match timelines and checklists should be created by subgroups. All checklists should be retained for evaluation. While checklists are typically used for team business, “to do” lists might be created by team leaders and members as tools for preparing for and working through team meetings and event activities such as “the checklist for the meeting with a photographer or food/catering individual.           

Budget
Your budget should include all revenue opportunities (registration sales, tickets, donations, sponsorship, concessions).  When applicable, the budget should also include expenses for printing, lodging, food, supplies, security, speakers, permits, insurance, postage and miscellaneous items yet to be determined. Because Virtual Woman’s Day™ is virtual event the major expense is time. There’s also “hosting” by an Internet Service Provider, software (Web conference room), communication expenses (such as phone lines), etc.  Your budgets should include money available – both actual and in-kind (donations and sponsorships), any income from the event itself and any pre, during and post expenses.

 Logistics
Where is your event taking place? Will it be online event, via teleseminar or webinar, in person?Logistics also include the following: Name of company or organization hosting eventThemeEvent date & timeEvent Description – what words will you use to promote the event, to get people excited or interested in participating?

Planned activities – what types of activities do you have planned for the event?  Do you plan to host workshops, keynote presentations, internet café, a networking get together or meet and greet, business showcases, prize-giveaways?

 Marketing and Public Relations

Marketing your event takes unique expertise, extensive information and content on the potential audience, and the strategies you plan to use to achieve the outcomes you want from your event. You will  need to answer the following:  Who is the target market?  What’s in it for them?  What’s the message? What message will appeal to the audience?

You should also ask yourself - How will you measure the success of the event? By the number of attendees, by the amount of money raised, by the number of people interested in helping out with future events?  By the media/community attention your event attracts?

How will you promote your event?  What is the major objective of the publicity?  Is it to raise awareness or attendance? Is it to build good community relations?  If you do not have a media list, it is never too soon to start creating one.  Whom do you know who works for local print, radio and television?  Whom do you know who knows someone who does? The Women’s eCommerce Association promotes our events on social networking sites, on blogs, websites, via media contacts,  members, and via their global network of organizations (their circles of influence).

 What’s in it for them?

Do you plan to offer incentives such as discounts, or complimentary gifts to encourage attendance? Many events we host include “showcases” and experts sharing valuable information to expand attendees knowledge (also mentioned above), as well as giving away prizes every 15 minutes throughout the day. In addition, when women register they receive an automatic link to their website from the blog. 

If you are planning a local event, drawing on the local community, find out if a local media guide or directory is published. Many newspapers have these resources, and so do many libraries. If it is a national event, look for national media directories for assistance.  There are several to choose from.  Two excellent resources include:  Gebbie Press All-in-One Directory (1-845-255-7560), Bacon’s  Media     Catalog   (1-800-621-0561), and  Bradley Communications  (1-800-989-1400). These  directories are available on disk or books.

 Evaluation/Post-Event Activities

The best marketing efforts have an evaluation process to measure the success of the effort(return on investment of time, talent and treasure). Your evaluation should include measurable goals, outcomes, attendee feedback and overall success of the event.  Did it meet or succeed your goals? Did it meet the needs of your audience?  Did it stay within budget?  What would you do differently the next time?  What would you keep the same? Would you do it again?

 Remember to give “Thanks

Saying “thank you” should be considered as a vital part of planning and executing a successful event.  Determine who needs to be thanked and remember to thank them in a timely fashion during and after the event. You can’t thank people too much or too often.  

May 7th, 2008 Posted by admin | Self-promotion, PR & Media Events, PR and Media Tips | one comment

The “Can’t Miss System” for Getting Free Publicity

The “Can’t Miss System” for Getting Free Publicity
by Paul Hartunian

Publicity is a funny business. On one hand you have as many variables as you do opportunities to promote and yet, on the other hand, beneath it all, there are a few cardinal rules that regulate any successful publicity effort. Each rule make take on a different color depending on the specifics that apply to individual industries, but once you strip it all down, you’ll always find the following system at work in any working system.  It all begins with quality. Unless you have something worth selling, something the general public will be interested in buying, it’s just a matter of time before you’re going to run out of “first time buyers” willing to try you out.  

Our goal in promoting is going to be to attract free publicity, which, by definition means we’re going to have to do something that’s newsworthy. It isn’t going to do for us to simply buy all the press we need in the form of advertising. That means we’re going to have to re aim our marketing strategies. We want to offer a product that stands out as being an incredible value.  

One option business have in promoting their benefits is to make a smaller per sale profit margin to a larger portion of the general public. Instead of making, say, $100 profit per product sold to 10 people, they aim at making just $50 profit per product sold to 30. We’ll use that in our example. Once the quality and price are established, then it’s important that we chart out a long term marketing plan. It’s all about creating a steady growth over the long haul.  

To read the rest of this chapter and others, visit: GET MEDIA SAVVY and download Your FREE Copy today!

April 28th, 2008 Posted by admin | Self-promotion, PR & Media Plans, PR and Media Tips | no comments

Watch This Power Marketing Seminar video

Today I received some great advice in my inbox from one of my favorite Public Relations Experts, Marsha Friedman of Event Management Services. It was all about being a great Television guest. So I decided to visit Marsha’s website and found lots of goodies which I wanted to share with you.One of them is a video of Marsha being interviewed by Joy Gendusa, Author and Founder of Postcard Mania.

    Just click on the title or follow the link to watch Power Marketing Seminar - Full Video

Watch this keynote session video with Marsha Friedman which was held at the Power Marketing Seminar recently and find out:

April 24th, 2008 Posted by admin | Self-promotion, Internet TV & Video, PR and Media Tips | no comments

Ten Tips for Getting on Radio

Ten Tips for Getting on Radio By Catherine Franz

You’re on the air! Getting on the radio is easier than you think - no matter what you’re marketing - includes related article on radio broadcast resourcesHome Office Computing,  June, 1993  by Donna Partow Fifteen minutes on the radio revolutionized my business,” says Rhonda Kanning-Anderson of St, Cloud,

 “I knew the show reached my target audience–homemakers. So I hoped to generate interest in my educational teaching program,” she recalls. “It took five months of letters and phone calls–and a personal visit to the show’s producer in

 THEY’RE LOOKING FOR YOU Radio talk shows present an excellent opportunity for you to promote your home-based business, whether you market a product or serve as a consultant. It’s said that there are nearly 1,000 radio talk shows in

 AdvertisementIn many markets, the demand for guests far outstrips the supply of people with an enticing message. Kay Lindley is the producer of “Parent Talk,” a nationally syndicated call-in show, cohosted by Dr. Kevin Leman, author of The Birth Order Book. Lindley says, “Like most talk-show producers, I’m always looking for good guests. I’ve got to fill an hour of airtime every day, six days a week. If a home-based entrepreneur has a program idea that suits my audience, I want to hear about it.” Al Parinello, author of On the Air: How to Get on Radio and TV Talk Shows and What to Do When You Get There, claims most producers agree with Lindley. “The only way to keep a program alive is with fresh ideas. No one can come up with a fresh idea every day without help,” he says. He believes virtually anyone can book a radio appearance– especially on local stations–if you know how to go about it.

To read the other nine tips visit: GET MEDIA SAVVY and download Your FREE Copy today!

April 12th, 2008 Posted by admin | Pitching to the Media, Media Interviews, PR and Media Tips | no comments

Writing Articles to Boost Your Business and Attract Media Attention

Writing Articles to Boost Your Business – and Attract Media Attention

By Rosalind Sedacca, CCT

Article marketing is one of the best ways to draw attention to your expertise and build credibility for your business.Not only is writing articles a great no-cost way to promote your products or services, it offers another valuable benefit that should never be overlooked.  Through articles you can also brand yourself as an expert in your field – a key factor in drawing media attention.Today’s media professionals use the internet to find and research resources for their feature stories, TV and radio interviews, news articles and more. Using keyword searches, they look for credible authorities in the subject at hand. Your articles, found in a variety of ezines, newsletters, blogs and websites, can open doors to ongoing media exposure.

Here are some proven tips to keep in mind:

·        Keep your articles brief, tight and content-rich with information readers can really use. Statistics, facts and details make them valuable resources for the media, as well.

·        Write about subjects you know a lot about and in which you can provide true expertise. Answer people’s questions.

·        Make your articles between 350-750 words long.

·        Focus on offering useful, practical solutions to problems your readers can identify with.

·        Offer specific tips, how-tos, dos and don’ts and other easily listed suggestions that result in success.

·        Make your articles keyword-rich with the keywords relevant to your website and blog.

·        Use a friendly, easy to read, conversational style. Always double-check your spelling and grammar.

To read the rest of this chapter and others, visit: GET MEDIA SAVVY and download Your FREE Copy today!

April 8th, 2008 Posted by admin | Self-promotion, PR & Media Resources, PR and Media Tips | one comment

Organizing a Media Event

Organizing a Media Event By Rhonda Day

ORGANIZING A MEDIA EVENT

With a little planning and preparation, organizing a media event can gain significant recognition for your company. The most successful media events consider all aspects of the event from the early planning stages to the follow-up after the event. Keeping a few key strategies in mind will help to make the event successful and memorable.

COMMUNICATION IS KEY - A press release to alert the media about the upcoming event is key. Make sure your press release is concise and clearly written. Include compelling information in the release that will make reporters want to attend your event. Their time is valuable and limited and your event needs to be news-worthy to them.Don’t send it out too early or too late. Usually 2-3 days prior to the event is the recommended timing for release. Include information about the time, date, and location of the event. Provide a telephone number and email address as contact information and continually monitor your calls and emails so you can respond quickly and succinctly to any questions they may have.

ATTENDEES DRAW A CROWD - If company executives or local dignitaries plan to attend the media event, be sure to note that in your press release and capitalize on their popularity. Reporters like to be included in events when they believe they are important enough to draw influential leaders and company executives.

LOCATION, LOCATION, LOCATION - You’ve heard it before and it’s especially important for your media event. Hold your event at an easily accessible, central location. Be sure to include information about location in the press release and ensure plenty of free parking. You don’t want to cause confusion with the location or have reporters leave due to lack of ample parking space.

To read the rest of this chapter and others, visit: GET MEDIA SAVVY and download Your FREE Copy today!

March 30th, 2008 Posted by admin | PR & Media Events, PR and Media Tips | one comment

Creating a Who’s Who Directory Part two

 In November I wrote about getting known by creating a Who’s Who directory which was inspired by reading about a local woman, Pamela M. Hutchinson of Davie Florida, the creator of Who’s Who in Black South Florida - a directory of black professionals. She recently passed away and the article focused on how well-received her directory was and also talked about who would take over her legacy. I thought it was a terrific idea which inspired me to let you know what I and my staff have done. Which lead me into my marketing and self-promotion tip which was to create a Who’s Who Directory of a specific group of people or organizations in your community. It is a great way to gain local media attention, exposure for your business and to become the go-to person in networking.

Recently I created the Who’s Who Directory of Women in eCommerce. If you are a woman-owned business (online for at least one year) and would like to be listed, you can learn more at http://www.whoswhoinecommerce.com. Deadline for submission of the 2008 Edition is next week March 24^th!  We have received more than 400 listings to date!  Best of all, a BASIC listing is Free.

To see a directory I created in the mid ’90’s (I compiled a list of Women’s Organizations in my county that in 3 years time grew from 72 to over 450 in our tri-county area).  This year we decided to create the directory as a downloadable PDF simply because of the cost and time involved in printing. It has positioned me as a resource for professional women - especially those moving into the area.   The interesting thing is that local libraries, high schools and Chambers of Commerce have the directory and Chambers often refer women to me to learn more about the directory and groups pertaining to women.

 It is called the South Florida Network Directory of Women’s Business & Civic Organizations and is available online at www.southfloridanetworkdirectory.com in case you would like to check it out. If the link does not work, try http://www.speakingwithspirit.com/SouthFloridaNetworkEdition7.asp

In addition to creating your own, I highly recommend you submit your listing to several online directories (if they are free, all the better). One word of caution – two really – make sure the directory is one that reaches your target audience and that it draws enough traffic to warrant spending the time (and in some cases money) to submit a listing.  Don’t waste your time on those that don’t. How will you know if it’s right for you?  Find out who else is listed in the directory, what types of people and professions are included.  Look around the website or blog promoting the directory.  Ask for references or read testimonials and comments on the site. This will give you some indication of the value of the listing in the first place.When you’ve done your homework and you feel confident that the listing will get your name out there, submit away!

Wishing you much success when you do!

Heidi  Heidi Richards, Founder & CEO – The WECAI Network - http://www.wecai.orgPresident & Chief Goddess – Eden Florist & Gift Baskets – http://www.edenflorist.com – We send flowers around the corner or around the world!Publisher & Editor-in-Chief, Check out the latest issue of WE Magazine for Women! http://www.wemagazineforwomen.com

March 22nd, 2008 Posted by admin | Self-promotion, PR & Media Resources, FREE MEDIA RESOURCES, PR and Media Tips | no comments

Public Relations Tools For Business

PR Tools for Business

I came across this great article, Public Relations Tools for Success at Power Home Biz Blog.Here’s an exerpt:

“When you think of public relations, the first thing that comes to mind is a press release. A press release is, and will always remain to be an important tool for reaching the media and getting the word out about your business.

But there are other ways to tap the media, and here are some strategies you can use for your business:

• Bullet articles
• Talk radio
• Article Reprint
• Market Studies – (note: check out the Women Business Owners Survey results to see a recent study done by the Women’s eCommerce Association)

To read the post, visit: http://www.powerhomebiz.com/blog/2008/01/public-relation-pr-tools-for-your.html

March 20th, 2008 Posted by admin | PR and Media Tips | no comments