January 22, 2012
Article PR, Media Savvy 101
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When a query crossed my inbox about how to make elevator pitches better, I was an early bird with my reply. And my tips is among the ten showcased in this article.
When I review queries, here are questions I ask myself:
- Is the subject matter for the query RELEVANT TO MY EXPERTISE?
- Do I have something of value to add to the conversation?
- Would showing up in connection with this topic reflect well on my brand, reputation, and ways of being of service?
If my answers are YES, I jump in and offer my compelling, concise, and useful reply, along with a link to my bio/credentials and my contact information. I review exactly what the query is asking for, and I deliver as requested. Making it easy for the reporter to write a great story is always my priority. It’s a pretty good approach that pays ongoing and visible rewards. One good thing just about always leads to many others.
Have you replied to a media query lately to welcome great results? New clients? New ezine opt-ins? New speaking invitations? Follow up media interviews? Let me hear from you so we can inspire people around the globe to have some of the success you are having!
January 18, 2012
Media Savvy 101
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If you can’t turn heads with a few well chosen words in your headlines, you can’t make much impact with your message. That’s why I am sharing this article link that offers tips to make your ezine, press release, blog post, and other headlines catchier. Practice some of these tips to your expert advantage and see what magic manifests in your business! Enjoy and share for best worldwide results for all.
January 16, 2012
Media Savvy 101
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Did you see the media coverage about the MLK Memorial? This is an example of word play working really well in a timely headline. And the story also underscores the importance of properly capturing and attributing quotes to the source. In email, social media, or ezines, changing a headline is as easy as hitting the “delete” key. When messages are carved in stone, it’s a horse of a different color. The stone artist paraphrased one of Dr. King’s quotes in a way that didn’t portray him well. Poet Maya Angelou said, “The quote makes Dr. Martin Luther King look like an arrogant twit. He was anything but that. He was far too profound a man for that four-letter word to apply.” Whatever we do — as bloggers, newspaper columnists, speakers, ezine publishers, or monument carvers– the lesson is this. Get the words right because they will take on lives of their own with thanks to sassy headlines that turn heads and start conversations around the nation or even around the world.
September 20, 2011
Be Heard, Media Savvy 101
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Today is my 24th wedding anniversary to Steve Juetten. He’s a great guy, and I could write a book about that, and I’ll save that for another day. One thing about growing together in relationship with another is how skills transfer from one to another. That Steve listens to me speak about how to earn publicity more than anyone else on the planet, and he sure pays attention. Just last week, he was contacted by a writer for Forbes.com and was quick to respond with useful tips about saving for college. The result that that exchange is now evident in this very meaty article about how to pay for college right now.
And this month, I am quoted within the pages of Success magazine — the one with Dr. Mehmet Oz on the cover. The article in which I am quoted is entitled, “Branding in your own backyard.” When I saw this query come across my desk from Reporter Connection, I jumped on it. This is a magazine that achievers read, and the halo of credibility that shines on my own expertise is priceless. Thank you Emma Johnson for including my quote within your article. I am thrilled beyond words.
So with all that said, there are two points I’d like to make about this when it comes to guiding you to earn your own publicity.
1) Always strive to be fast and first to reply and be of service to reporters seeking your comments and perspectives.
2) Consider the editorial environment would be the highest and best place for your comments to add value to the conversation. Earning a placement in prestigious, well read websites or magazines with national and influential reach is a powerful way to share your expertise and invite people from across the nation to learn more about you and how you serve.
And to Steve Juetten, my beloved husband of 24 years. Thank you for marrying me, growing in life and love with me, parenting with me, and staying with me. You are a treasure beyond measure. And while you have certainly learned a few publicity skills that are paying off for you big time, I will confess that your skills as a financial planner are unmatched and not yet shared on this end. Let’s see what happens on that score over the next 24 years. Can’t wait, and counting the minutes to enjoy more of life with you.
August 5, 2011
Media Savvy 101
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I am a big fan of community newspapers. Yes. It is true. I wrote a column about their power for the Puget Sound Business Journal a while back, and the words ring true still today.
Today, the major metropolitan daily papers are getting thinner and thinner. The available real estate to cover YOUR news just isn’t there. And yet your community newspapers are still being delivered to the doorsteps of every neighbor in your own hometown, and people read these papers. More importantly, the stories travel online and beyond, bringing your news to a much wider audience of potential readers who can benefit from your story.
Not every story has the juice to land on the front page of the lifestyle section of the Seattle Times, but if you live on Queen Anne Hill and have a story to share, you can bet that the Queen Anne News is going to be interested. What happens when that story breaks can be a game changer.
When in doubt, just remember the story of the soap maker from a suburb in California who got a call from the Secret Service to bring her line of toiletries for men to the store at 1600 Pennsylvania Avenue. A lucrative, multi-year licensing deal resulted as a result of THAT story in the community newspaper — along with major media in outlets including CNN, the Los Angeles Times, and Entrepreneur.com. What could happen for you when YOUR story earns the ink to invite a conversation like that? You’ll never know until you try. And I maintain that it is well worth it.
One more note about this. Your credibility as a storyteller is on the line with every pitch you make. You just don’t pitch a story because you want to be in that particular paper. You pitch a story because it is of service to the readers, listeners, or viewers and it truly has the legs to run within that editorial environment. You don’t want to earn a reputation of someone who pitches stories that aren’t a good fit because that sure makes it hard to go back the next time to pitch a story that IS the right fit. Your reputation as a good storyteller is on the line, so make sure you get it right so reporters and others in a position of influence are routinely happy to hear from you — not just this time, but every time.
May 11, 2011
Media Savvy 101
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For the answer and to join the conversation or spread the good news, check out this article from Denise Perez, manager of release monitoring and measurement for PR Newswire.
As for me, I try to combine quality content and good keywords to tell a story that breaks through the clutter to reach the intended audience with impact. And, since I work alone most of the time, I find the free Press Release Grader tool — www.pressreleasegrader.com — very helpful. Just “cut and paste” your press release into the grader, hit “enter” and learn your “grade.” The closer your score reaches 100, the better.
Earlier this week, I entered a press release draft through this grader only to find a disappointing score of 37. With some thoughtful editing, the score rose to 90. Even those of us who work full time in the business of sharing news need to take a careful look at how we prepare and share our stories so they deliver the best possible result. We are never done “sharpening the saw.”
Read Denise’s post. You will learn a lot, and your press releases will be better for it.
March 11, 2011
Media Savvy 101
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The headline for this blog post is one I read on one of my favorite blogs called Journalistics. Check out the rest of the post to learn the elements that make your press release worthy of attention. This is good stuff!
January 12, 2011
Media Savvy 101
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Let me make it easy for you.
1) Visit this link.
2) Download the digital version of the Authentic VisibilityPublicity Tips Booklets that are packed with 147 powerful ways to boost business and profit from free publicity as my gift to you.
3) Choose the five ideas that resonate most with your natural skill set to earn the specific recognition you seek. This is really important. Otherwise, you will fight tooth and nail with every step you take. That never works.
4) Act with conviction to make results happen.
By practicing the tips within these booklets for my own business, would it surprise you to learn that I was interviewed 43 times in 2010? It’s true. Lots of good things have unfolded in my business that are measurable and meaningful, and I have many more miles to go before I sleep.
There is no “EASY” button to push. What is required is steady, tenacious actions taken every day — consistently.
Prepare your story. Share your story. Rinse and repeat.
If you are already in action, post a comment about how these tips have paid off for your brand, your reputation, and your business. Which of these tips works best for you? I’d love to hear your success story!
January 6, 2011
Media Savvy 101
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Yesterday a media query came across my desk that was perfect for at least two of the experts I know well. I shared the lead with both, and one responded within minutes to the opportunity. She qualified herself as an expert, indicated she knew a lot about the subject matter, and made it easy for the reporter to get back in touch.
What would have made this reply even stronger?
Authentic Visibility Tip of the Day: I suggest specifying 3-5 compelling and specific tips to give that reporter a “taste” of her tone of voice and the quality of the input she provides within that initial email reply. That would have been a way to go deeper and make it that much more inviting for that reporter to get in touch.
When you provide complete information, you make it easy for the writer to “lift” your content directly from your email for attribution so he/she can finish their story and move on fast. This has the potential to save valuable time coordinating and scheduling interviews for both parties. At the very least, you give that writer a good reason to consider you an excellent source to return to again for future stories. One good interview often leads to another, and that is a beautiful thing.
December 30, 2010
Media Savvy 101, Media Skills Training
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Did you see the movie “Julie and Julia?” I love this movie for so many reasons.
One of the scenes that stands out for me is the conversation that takes place during the “ritual cobb salad lunch” with friends. Julie’s friend asks her for an interview to be part of a magazine feature, and then she then laments how challenging it will be for her to schedule the interview with Julie. Julie has to remind her that SHE was requesting the interview. It was a rather off putting scenario.
I am of the mind that both parties should feel great about the interview opportunity and do their part to make getting together as easy as possible.
That said, I was happy to be interviewed by Paul Anderson, columnist for NW Jobs within the Seattle Times in connection with my bio writing expertise. In fact, I initiated contact with him to explore how my expertise could add value for his readers and was delighted to have enlisted his interest.
As the year was coming fast to a close, scheduling a telephone interview could have been challenging. To make things easy, I suggested that we do the interview by email. He could send me the questions he most wanted me to address, and I would respond right away by return email. That was a welcome suggestion that delivered a quality outcome for all.
Make it easy for reporters to interview you, express appreciation to those who do, and watch what happens in your business as awareness of the value you bring grows.
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