Recently I read an article on the Wall Street Journal blog about How to Get Killer PR by Kelly Spors
It starts like this:
“About a month ago, I was a guest on MSNBC’s “Your Business.” Another guest on the show was Sarah Endline, founder and chief executive of Sweetriot, a small New York company that sells chocolate-covered cacao beans.
As it happens, this wasn’t my first encounter with Ms. Endline. I’d interviewed her for a story a few months earlier on angel investing, though I ultimately didn’t mention her in the piece. My colleague cited her as an example in a story on companies sharing their profits with charity. And I’d run across another feature on her while browsing a magazine.
Small world? Or killer PR?”
She goes on to say: “I called Ms. Endline and asked how she’s managed to generate so much media buzz for her five-employee company.”
Here’s the PR pointers Kelly shared with her readers from that conversation:
Attend Events
Find Compelling Themes
Take Advantage of Opportunities for Publicity
Be easy to reach and accessible
Make time for PR
To read the entire artcle, visit: http://blogs.wsj.com/independentstreet/2008/03/13/how-to-get-killer-pr/
BTW, do you know an outstanding woman in Media? if so, let me know! I am compiling a list of Women in Media and Public Relations to Watch and would love to add your recommendations to my list.
Send a note to heidi (at) wecai.org with “Women in Media” in the subject line.
June 28th, 2008
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Want to get your organization noticed? Create Your Own
Holiday!
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
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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
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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:
- What are the most powerful options to obtain PR and publicity for your product
- Which of these is king for your product - TV, Radio or Print, and why
- What are the ways the achieve the most powerful impact with TV, Radio and Print
- What steps do you need to follow in order to achieve National Publicity
Here’s the direct link: http://www.emsincorporated.com/2008/04/. Click on the video graphic to listen!
While you are at it, sign up for Marsha’s free ebook, 50 Tips to Becoming a Top Guest on Talk Radio.
Visit Marsha’s blog, PR Today at http://marshafriedman.wordpress.com/ - tons of great PR and Marketing ideas
Read an interview Jenna Glatzer did with Marsha on Absolute Write
(Marsha Friedman is a prominent business woman, radio personality, speaker and publicity expert. Marsha consults businesses and corporations on a daily basis on how they can harness the power of the publicity to get results!)
April 24th, 2008
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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
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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 24th! 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
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Shannon Cherry, one of our Media experts and Co-author of GET MEDIA SAVVY! has created a special day to help YOU get the word out about your business, your products and services. It is National Be Heard Day. And it is being celebrated on Friday, March 7th. Here’s what
Shannon has to say about it:
“What is it that makes you remember one business and not another? Regardless of what they did, they somehow created excitement. They somehow got to your emotions and created a buzz inside of you. They got heard! How can you create excitement for your business? Well, for one, you must avoid herd (as opposed to heard) mentality. Just because something works for one, does not mean it will necessarily work for another. . . . National Be Heard Day is one of the holidays that appears in Chase’s Calendar of Events, has been recognized in New York State, and has gotten amazing media coverage including being featured by the Associated Press.”
In celebration of National Be Heard Day…
Shannon is giving away more than $3,500 worth of marketing tips and tactics for free. That’s right! FREE! You don’t have to do ANYTHING! … Except wait until March 7th to get them. I suggest you hurry over to Startup Spark to learn more, and bookmark her blog. It’s your time to BE HEARD!
Tell her Heidi sent you.
March 1st, 2008
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Conquering the Fear of Promoting Yourself or, Do You Like to Talk to Strangers? By
Raleigh Pinskey
An excerpt from GET MEDIA SAVVY - The Ultimate eGuide to Promote Your Products, Services and Ideas to the World!
The Small Business Association reports that the top two reasons businesses fail in the first two years are poor management and lack of promotion, which, along with the staple of advertising, includes the overview of branding utilizing PR, publicity and marketing.
And nowhere in their entire list do they consider attitude. I would definitely add attitude to this critical measurement. I fact, I would make it number one on the list.
I founded my PR, Branding and Public Relations company The Raleigh Group, in 1980. Through my best selling books, seminars and information products I’ve mentored millions of people who are just entering the business arena, seasoned veterans, and the scale markers in between.
There is no doubt in my mind that the difference in why some succeed at PR, branding public relations and marketing while others don’t, ultimately comes down to attitude. Attitude is a crucial and large part of promotion, particularly if you approach it with an attitude of fear.
If your chosen profession depends on promotion, success will depend on you think about the following statements. Do you harbor a fear of promotion? Are you in business to revenge a teacher or relative who told you that you would never succeed? Are you a people pleaser by nature? Do you like to solve problems? Do you enjoy dealing with people and their needs? Do you feel you are not very interesting and maybe what you have to talk about is not innovative or informative, or useful?
When I was growing up, I was constantly told that what I had to say was not that important, and why would anyone want to listen to what I had to say? And, I was told, “not to tell anybody how bright you are because no man will want to marry you and you’ll end up an old maid.” I carried that with me for a very long time.
To read the rest of the chapter and others, visit: GET MEDIA SAVVY and download Your FREE Copy today!
February 25th, 2008
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