The Time And Toil That Lie Behind ‘Instant’ Media Success

The Time And Toil That Lie Behind ‘Instant’ Media Success

Have you ever heard actors or singers who became “overnight sensations” explain that their success didn’t happen overnight after all? Instead, it was the result of lots of toil, along with years in which they languished in obscurity before – after much persistence – they rose to prominence and finally achieved “instant” fame. Building your personal brand works in somewhat the same way. You can’t expect to bolt out of the starting gate one day and end up the next morning on the front page of a major newspaper or on the set of a national TV show. So, the bad news is that success in the publicity and personal-brand-building world can take time. The good news is, for those willing to put in that time and effort, success does happen – and often in a big way! Case in point: One of our clients was just featured in an Inc. magazine article that focused entirely on her and her message, along with a mention of her book! That’s not a common occurrence with this publication. But this was no overnight achievement. She’s been our client for a year, and in that time we steadily helped her build both a stronger social media presence and print media presence. Would Inc. magazine have devoted so much space exclusively to her if she hadn’t built her authority over the last 12 months? Unlikely. I share her success story for a couple of reasons. For one thing, this shows what can be accomplished by those who find a message that resonates with the media and who keep at it, realizing that publicity and...
Don’t Ignore The New Names In The Media Landscape

Don’t Ignore The New Names In The Media Landscape

I’ve shared in the past how excited our team gets whenever we score a big media hit for one of our clients. What’s interesting these days is the changing nature of some of those hits. Certainly, the New York Times, Forbes, The Wall Street Journal, USA Today and other traditional print media have always been a part of the mix that sends our enthusiasm into hyperdrive. And they remain so! But, with the rise of digital media publishers, more and more we are seeing and getting excited about names that were unfamiliar not that long ago, yet reach audiences that rival — or even surpass — those time-honored media giants. Maybe you’re familiar with a few of them. Refinery29. The Verge. BroBible. Ladders. Or maybe you’re not -– because I wasn’t until recently! But if you’re still old-school in your media orientation — and are concentrating only on established media for your publicity efforts — it’s time to re-think your universe. These digital publications are fast becoming too big to ignore, and they can play a significant role in promoting your brand. Let me offer three reasons why you should be thrilled if one of them wants to interview you and share your expertise with the world: Social media sharing. The readers of these digital publications love to share on social media articles that catch their fancy — and that means your appearance in one of them has the potential to gain exposure that gets multiplied several times over. Let me tell you about one recent real-world example. We arranged for one of our clients to be included in a...
How Patience Pays Off When Trying To Grab The Media’s Attention

How Patience Pays Off When Trying To Grab The Media’s Attention

Sometimes media opportunities emerge quickly after you pitch journalists with a great story idea. Often, though – especially with the print media – those opportunities take time and the fruits of your labor may not reveal themselves until days, weeks or even months after you send out your pitch. We experienced a remarkable example of one of those “takes-time moments” recently when a reporter for the Atlanta Journal-Constitution reached out to us with a surprising request. She wanted to speak with one of our clients for an article we wrote for her campaign that examined how to talk to parents who are grieving the loss of a child. The journalist remembered receiving our pitch a year ago, about what to say to grieving parents. So she searched her email and, sure enough, there it was, ready to lead her back to us and our client. Now, it just so happens that this particular client’s contract with us ended about eight months ago. Even so, we didn’t hesitate to arrange the interview. We were happy that the interview went so well for our client as she was featured prominently in the article that appeared in the Journal-Constitution. But it didn’t end there! Over the next several days other publications picked up the article. A week later that was still happening, with the Boston Herald joining those that had published the piece. It was a big win all around, all because of a year-old pitch! This particular incident brings to mind a couple of things worth remembering when you’re out there trying to grab the media’s interest and worrying that all...
What The Oscars Can Teach Us About Rebounding From A Mistake

What The Oscars Can Teach Us About Rebounding From A Mistake

A year ago the people in charge of the Academy Awards flubbed it – badly. As nearly everyone knows, the cringe-worthy moment came when someone handed presenters Warren Beatty and Faye Dunaway the wrong envelope, causing them to announce La La Land as the Best Picture winner, when the Oscar actually belonged to Moonlight. Oh, my! It was quite an embarrassing – and humbling – moment for everyone involved. Add the fact that nearly 33 million people were watching and you had a broadcast gaffe of gargantuan dimensions. Had most of us been in that situation, we would have wanted to slink away, never to be seen again! But the folks behind the Academy Awards didn’t slink away. Quite the contrary! At this year’s Oscars, they dealt with the PR debacle head on, owning up to what happened while still giving the audience what it always tunes in for – fabulous gowns and heartfelt acceptance speeches, with a little music and comedy mixed in. Hopefully, in your efforts to promote your brand, you’ve never experienced a media misadventure that’s anywhere near the equivalent of last year’s Oscars. But many of us who have appeared on TV, been interviewed on radio or talked with a newspaper reporter certainly have had a few moments we would like to get back. Maybe you were asked a tough question you didn’t expect and stammered out an inadequate response. Perhaps you were unprepared for the detailed questions the interviewer posed, making you seem less authoritative on the subject than you really are. Or maybe nerves got the better of you and you drew a...
2018 Is Your Time To Shine

2018 Is Your Time To Shine

The start of a New Year is always a great time to focus on creating a “new you” – or at least an improved version of the old you. Sometimes we do that through resolutions about dieting and exercise that, sadly, we don’t always keep. Sometimes we enter January vowing that in the next 12 months we will travel more, read more or spend more time with the family. As you look ahead to all the possibilities that a New Year brings, let me suggest that if you’ve been letting your personal brand languish, 2018 can be your time to shine! It can be the year you rise from obscurity to fame – or at least to recognition as a voice of authority and go-to expert in your field. You just need to be willing and determined to make it happen! You can bet that if you don’t, someone else – possibly a direct competitor – is going to step into the limelight that you neglected. They will be the ones polishing up their personal brands and, as a result, speaking with journalists, chatting with radio and TV show hosts, and linking to their media success stories on their websites. Several years ago when I wrote my book Celebritize Yourself, personal branding hadn’t become quite as widespread as it is today. Certainly, some people – Zig Ziglar, Suze Orman and Bob Greene, just to name a few – had become extraordinarily successful at it, but at that time there weren’t always as many ways for people to promote themselves as there are now. Most of the social media platforms...
Make Sure The Year Ends With A Marketing Bang – Not A Whimper

Make Sure The Year Ends With A Marketing Bang – Not A Whimper

With so many years of experience behind us – not to mention the availability of calendars – you would think we would be better prepared for what’s about to come. Yet, year after year, many of us act astonished and caught unaware by this annual, easily predictable time of year that still somehow manages to sneak up on us. Once again, it’s the last quarter! Suddenly, the holidays are here! And before we know it, 2018 will have arrived and just like in the past we’ll be wondering where those final months of the year went and whether we made the most of them when we had the chance. And too often we will shake our heads as we realize that we could have accomplished so much more with the right planning. If only… So before 2017 really starts winding down – and disappears for good – let me suggest a few things you can do with your year-end PR efforts that will help you feel that you did indeed make the most of the moment: First, put your marketing hat on. Think about the media outlets you can get your message in front of right now and in the coming weeks. Don’t limit yourself! Think print, both traditional and online. Think radio and TV. Think social media. Also, brainstorm on your own or with others to come up with ways you might be able to tie your message to the holidays, to year-end planning or to resolutions for the New Year. A financial professional, for example, could pitch something like: “4 Resolutions That Will Help You Become Financially...