Clients are using the information I share to improve their business visibility and client attraction efforts. The nitty-gritty how-to details can be very instructive. Let’s take a lesson from Mary Hutson of Hutson Resource Group as she explains how she attracted the interest of CNNMoney.com to interview John Hutson. She writes,
Hi Nancy,
In a nutshell, we did something that you advise in your Media-Savvy-to-Go workbook. We complimented a reporter on an article she wrote. The article was about a subject we’ve been watching closely — the oil spill in the Gulf. Businesses down there have to prepare a business interruption claim in order to receive compensation from BP. The process can be daunting…and this is exactly the kind of work John has done for 20 years, only instead of the insurance companies…it’s BP.
So here’s what we did.
Followed news stories related to an event where we think we can do some business.
Complimented a reporter on her article via e-mail. Offered to act as an expert in this field (which is a tricky/nerdy field of expertise). Then pointed her to our blog, where we’ve got a category of articles related to this subject.
A few days later, she called John and asked for an interview. During the phone call, he gave her enough raw material for a follow up idea/story.
That’s it. So basically, we followed your well-trodden path and advice.
Our phone never rings off the hook. We do only about six projects per year—that’s the nature of this business. However, we’re noticing a lot more traffic on LinkedIn and to our website. And our competitors are surely taking note. They visit our site regularly.
PS. We’ve also used this same tactic to compliment professionals we want to work with. For example, a professional at a particular brokerage we’ve been targeting had an article published in an industry trade magazine. We read the article, then crafted an e-mail to send to the author complimenting her on the successful publication of her informative article, offering an additional train of thought/insight. She was so happy that we’d even noticed! During the subsequent e-mail thread, John asked to meet with her the next time he was in town and she agreed. The meeting happened!
Thanks Mary for sharing the details about how you made this happen.
Yes, it takes targeted, focused effort and time to get seen and heard. And it is very well worth it when the media outlet that comes to call is none other than CNNMoney.com. If you want what Mary and John Hutson are having, action is always the key. Why not start today?
Today’s guest post by PR Leads Founder Dan Janal addresses a question on the minds of many DIY publicists and clients of PR agencies across Main Street USA.
Is Old Media still relevant in today’s social media world in terms of getting publicity that helps you make sales? You bet. While it is great to get mentioned on blogs and social media sites, Old Media or Mainstream Media is still the place to be to get results. Here are five reasons to include Old Media in your publicity and marketing campaigns:
1. Credibility. If the New York Times likes your product or service, you get instant credibility. I could name 100 other mainstream publications that you’d love to get into so your product, book or service gets the ringing endorsement of a trusted source.
2. Visibility. Newspapers, TV and radio still reach millions of people every day. While we all like to get some of our news online, you can’t ignore the impac t of traditional media sites and their incredible reach into mainstream America.
3. Reprintability. Let’s face it. Nothing stands out in marketing kit or sales kit like a reprint from a newspaper or magazine. It demands to be great and it smacks of credibility. I’m seeing more and more websites feature logos of old media companies that have written about those authors and small businesses. That should tell you something: people are influenced and impressed by Old Media.
4. Links to your site. Nearly all content from nearly all Old Media is printed on the web. Oftentimes, those articles have links to your websites, or are otherwise indexed by Google and other search engines. So if someone is searching for your type of business, they very well may learn about your from a reference in the Old Media on their web site. That’s a great introduction. In fact, I had one client who was named one of the top 20 entrepreneurs of the year by Entrepreneur magazine. When you search her name, the first listing is the link to Entrepreneur, not her own website. Can you imagine how much confidence and credibility she just received? Anyone searching for her can see that she has the implied endorsement of a top magazine! That’s a great way to start a conversation.
5. Ego. Would you rather say that someone Tweeted about you or that the Boston Globe printed a review of your book and included a picture of the cover? I rest my case.
None of this discussion even hints that new media is not worthwhile. It truly is. However, the torch has not been passed from one generation of news hounds to the next – at least not yet. Good publicity practices should include Old Media as well as New Media so you and your clients get the most publicity possible.
One tactic that I’ve found to be indispensible in getting my clients links from media sites is to distribute press releases. Many top media sites will print press releases word-for-word so you control the message. The benefits of doing this include getting links to your site, creating screen shots of your press release on famous sites to build your credibility and the visibility of reaching the audiences of those publications.
Today’s guest blog post is by Dan Janal. The Los Angeles Times called Dan Janal “an Internet marketing expert” who helps professionals build their businesses with publicity and Internet marketing tactics. To learn more about Dan’s coaching and consulting services, visit this link. And, when you visit this link and enter your email address, you’ll gain immediate access to a teleseminar Dan and I offered a while back about how to make the most of your press releases in today’s digital age. It’s a good one!
If you or your company been seen, heard, and celebrated in the media, what can you do to make the most of your media moment? Here are five easy things to act upon to leverage your good news that will deliver meaningful dividends.
1) Post your story link to your online press room so the news is available on a 24/7 basis to reporters and others interested in your story. If you don’t yet have an online press room, consider launching one soon. It will save you lots of time preparing for media interviews, while giving you the peace of mind that your story is being told accurately. If you don’t yet have an online press room, visit this link to learn about the service I use.
2) Share the link in your ezine or direct mail newsletter so your best clients and prospects can read all about you and be inspired to share the good news with people who can be great referral sources for you and your good work.
3) Share your good news via the social networks where you participate to invite notes of congratulations, phone calls, emails, and other replies that just might invite more of the right opportunities.
4) Update your bio to showcase that you and/or your company have been profiled in a prestigious media outlet.
5) Create a custom signature for your outgoing emails that makes it easy for clients and prospects to read about your good news and remark upon it.
Leveraging your good news is the key to opening doors to new opportunities. One day you are quoted within the pages of the local business journal. Tomorrow, that good press might be enough to help you earn coverage within the pages of USA Today. Remember, one good thing often leads to another, and that is a beautiful thing.
Main Street Media Savvy Question of the Day: What ways have you used your good press to earn even better opportunities and more credibility for your products, services, and business? Share your ideas so the readers can profit from the wisdom and creativity of your experience.
In case you missed my DIY publicity tips interview with Rock Your Genius Radio Show Host Amber Singleton-Riviere, you can listen in at this convenient link: Enjoy!
Making anniversaries relevant to readers is essential. Who better to turn to for a good example being set in this regard than Oprah Winfrey. She is celebrating the 10th anniversary of O Magazine this May 7-9 in New York City with a “Live Your Best Life Weekend” event.
Event promotions started to show up in the magazine in January. In February, there was a golden ticket promotion in which 10 lucky readers received the gift of attending with a friend. No doubt, there will be great stories and photo opportunities about each of these winners as the celebration unfolds. In the March edition, the build-up continues as readers anticipate when tickets for this extravaganza become available for sale on March 15, 2010.
At this point, no one knows the investment required to participate. For many Oprah fans, it doesn’t matter. They are going to be at that weekend celebration because it is a big deal, they love Oprah, and the anniversary is packed with special guests and programming that are relevant and of interest to loyal readers.
Guess what? I am going to do whatever it takes to be first in line to buy my ticket. I have read every single O magazine for the last ten years. Every issue is stored safely in my office. When we moved to our new home in July of 2008, my husband Steve looked at all those magazines and begged me to recycle them. Nope. No way. Not a chance. I don’t collect many things, but I do save O magazines. Every one of them.
Why? Each magazine is relevant to my life. As I have navigated every step along my own journey, Oprah has been there to help me through it. Whether it was dealing with postpartum depression, figuring out how to deal with the “mommy wars,” finding the right balance between work and family, or struggling to find my authentic voice to be heard, Oprah and her magazine have brought resources, inspiration, and visual splendor to lift me up in perfect timing. I even have a file directory on my hard drive called “Oprah Dream” in which I have saved every email and letter I have sent to the show since 2004. At left is a photo of my golden retriever from six years ago, nestled next to a pillow that reads, “Surround yourself with only people who are going to lift you higher. — Oprah Winfrey.” I even had ‘thank you’ cards printed to share with my clients with this image on the cover that are in use still today.
Meeting Oprah has been on my “wish list” for quite some time. And, while I may not have a lot of items on my own “bucket list,” sitting down for a cup of tea with Oprah one day is definitely one of them.
I know I am not alone in this and that competition for those anniversary tickets is going to be fierce. Whatever it takes, I’ll find a way to be in New York to be part of that anniversary celebration. And, since I am not alone in this, who wants to attend with me? Let me hear from you. We may never have met before. You may live well beyond my own backyard, but I know we already share a lot in common. And, I can’t wait to meet you and spend an inspired weekend together in celebration of what Oprah has contributed to all of us through her magazine and so much more.
My husband tells me that what you think about today manifests in three months time. I believe that. New York will be lovely in the Spring. Let’s meet up there and become fast friends. Can’t wait.
Those of us who are running businesses of our own are always happy to turn the page on another year and celebrate a business anniversary. In these daunting times, getting the chance to suit up and do what we do for another year is certainly cause for celebration.
Business anniversaries, however, aren’t typically what folks in the media refer to as news. You can earn media attention for your business anniversary when you frame your story in a broader context.
Just yesterday, I read a piece in the Seattle Times about the Boy Scouts of America celebrating 100 years. Woven into the story were anecdotes from prominent business executives from the Puget Sound region who consider the lessons they learned along their respective journeys to earn the rank of Eagle Scout among the most valuable for informing their success today.
When Alice Cunningham, co-owner of Olympic Hot Tub Company, was preparing to celebrate her 30th business anniversary, she made the story relevant by showcasing how she wasn’t afraid to learn new skills to communicate in new and powerful ways– such as launching her blog at www.hottubbliss.com — to serve her ever expanding community of hot tub loving consumers. The Tacoma News Tribune was happy to tell that story.
Just last week, I met with Val Scalvo, co-owner of Heartland Interiors, which is celebrating its 25th anniversary in February and throughout 2010. Since February is a month with a “heart” theme, and this company has “heart” in its name, that is a fun and timely story hook. What is even better is how this business got its humble start. As Val says, it was with high hopes and high expectations that Val and her best friend Diane Wainhouse walked to their community bank to each deposit $75 to start their business. Today, Heartland Interiors celebrates 25 years, having grown their business to average over $1 million in revenues for each of the last few years, even in these daunting economic times. They have learned some powerful lessons along the way from which other business owners who are eager to start businesses with equally humble beginnings can profit. Our story pitch along these lines has enlisted interest among at least one local news outlet, and that is encouraging news so far.
What these stories share in common is that they meet the recipe for news. They offer timely, newsworthy, relevant, and interesting stories that answer this essential question: Why should the reader, listener, or viewer care?
It isn’t the anniversary that is newsworthy. It is how relevant and interesting the back story associated with that anniversary that makes the news.
Speaking of business anniversaries, my own business is celebrating its ninth anniversary this year. I’ve got a number of things brewing to make that celebration relevant and compelling for you. Among them is an anniversary sale that will run from March 1 – 7, 2010 with amazing values never before offered before. That may not be the stuff to earn front page news, but I promise you the information you’ll learn will be of high value so you can apply it to bring YOUR OWN story to front page news. Mark your calendar and stay tuned for more details!
If you’ve wisely decided that getting your bylined articles published in the Puget Sound Business Journal is at the top of your DIY publicity list for 2010 as you seek expert status, click here. Then, click on the “newspaper” tab for the drop down menu that offers the editorial calendar. Pay attention to the “Focus Section” column to source editorial opportunities that are right for your expertise. Then, about eight weeks ahead of the scheduled section, make your article pitch. Your concise and compelling article pitch should offer useful tips, information, resources, and perspectives that will serve the readers on a topic of keen and timely interest. Go easy on the self promotion and keep your focus on sharing quality information to serve the readers. Steve Goldsmith makes many of the article placement decisions, and you can send email his way at sgoldsmith@bizjournals.com. And, if you need some help getting your pitch ready, check out my new press release/story pitch review service here.
It’s a brand new year. That means it’s time to resolve to embrace new behaviors that will fuel your prosperity. If you are serious about earning media attention, the first thing you need to do is pay attention to the media that matter for your message. Then, you are in much better position to make winning story pitches that will invite editorial attention.
What business journals, newspapers, magazines, blogs, and broadcast media make your top ten list? Be clear about the media that are best for your message, and you are one step closer to earning the free publicity you seek. Also, if you are seeking quality leads for your business — and who isn’t? – many of the business journals and magazines in your trading area offer lists of the top companies, including contact information for the top officers. These lists can make identifying winning prospects a whole lot easier.
Special Offer for Readers of This Blog: If you live in the Puget Sound region and have decided that you want to be seen, heard, and celebrated within the pages of the Puget Sound Business Journal AND target the quality companies that do business in the region, I’ve got good news for you. You can subscribe, renew, or extend your subscription to the Puget Sound Business Journal at 20% off the regular rate when you click here.
And, when you sned your order form back to me, I’ll send you by return mail the hot-off-the-press 2010 Book of Lists as your gift. This high-value resource retails for $65, so this is a high value gift indeed. The 2010 Book of Lists will make prospecting for quality leads easier than ever and more productive than ever. Your 2010 Book of Lists is just a click away when you decide to subscribe, renew, or extend your subscription. I can’t wait to learn of your story pitching and article placement successes!
He wrote his own press release. Then, he uploaded his effort into www.pressreleasegrader.com to learn how well his effort scored on a scale of 1-100 with 100 being best. He upgraded the content of his release and paid attention to keywords and links to bring his score to 90. Then, he asked me to review it one last time to make additional refinements.
The press release was issued over PR WEB on 12-29, and Steve’s hopes are high that consumers who earn $100,000 or more all across America will be compelled to visit his site to learn more about the comprehensive and helpful guide he’s created to help consumers make their best decision. Already, Steve’s site is ranking very high on Google, and hundreds of people have visited so far to learn more about his new ebook. You can learn more and buy at this link. You can also but it at my DIY Publicity Store at this link.
By the way, to meet strong demand, my new press release/pitch review service is debuting at the DIY Publicity Store today so you can benefit from my expert guidance as Steve has. In 2009, I received scores and scores of requests from DIY publicists across the nation to take a quick minute to review their press releases. I am listening to this need and creating a service that delivers what so many people are asking for. You should know that it takes more than a quick minute to transform an average press release into a results-generating message. Investing in an hour of my time to make your press release or story pitch rock is well worth it. Remember, it’s your story. Tell it well. And if you can’t, get proper help. Help is one click away. Hurray!
I’ve written extensively about HARO, PitchRate, PR Leads, and ProfNet as quality media query services that can help you get known as experts through the power of free publicity. On December 22, a new FREE service debuted from the good folks at Radio TV Interview Report. It is so new that I don’t have success stories yet to report, but I am most definitely taking this service out for a spin. You can opt-in for free to receive the media queries and test this new service right along with me. Here is the link to sign up and learn more. You have nothing to lose, and you just might earn the quality media placements you seek to get known as the expert you are. Please share your success stories as they unfold. Happy pitching, one and all.
Main Street Media Savvy Question of the Day: What is the single biggest media placement YOU earned from any of the quality services you use to stay in the know and in the news? Are you game to share your specific pitch and the results that flowed your way as a result of the stunning media coverage? I can’t wait to showcase your success so others can learn at the feet of your action and experience.
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