How The Domino Effect Can Increase Your Media Exposure

How The Domino Effect Can Increase Your Media Exposure

When you’re trying to attract media attention to promote your brand, you may encounter what can be thought of as a media “domino effect.” What I mean by that is one media opportunity leads directly to another media opportunity, much the way the toppling of one domino can cause another domino to fall. Recently we experienced a good example of the domino effect with one of our clients. Let me share how it happened because the story contains lessons in how one media opportunity can create a set of circumstances that will lead to even more media exposure for you. When news broke that Steve Wynn resigned as head of Las Vegas-based Wynn Resorts because of sexual misconduct accusations, a New York Times reporter reached out to us seeking to speak with one of our clients, a branding expert, about how the scandal would tarnish the Wynn brand. Unfortunately for the reporter – and for us – the client didn’t feel he had much to say on the subject. But I quickly thought of a friend and business associate who is a branding expert and we set up the interview with him instead. Why did we go to that trouble? Because by serving the needs of journalists at national publications we are able to maintain these very valuable relationships. Although this was a hastily arranged Plan B, the New York Times reporter clearly was pleased with the results. She wrote a note to one of our print campaign managers thanking him for providing her such an able expert, and when the article appeared, the emergency back-up source we provided... read more
Baby Boomers Love Facebook – So You Should, Too

Baby Boomers Love Facebook – So You Should, Too

Did you log into Facebook today? Or did you find something else to do to occupy your time? Those questions may seem odd, but they don’t just come out of nowhere. I was intrigued this week to see a USA Today article that reported some people are spending less time on Facebook, whether it’s because they are weary of encountering arguments about politics or they just want more time in the real world. This immediately raised an additional question for me. If some of the Facebook audience is abandoning the site, should your marketing efforts abandon it as well? The short and emphatic answer is: No! Let me explain why. To begin with, even though some people spend less time on Facebook, one fact hasn’t changed for anyone who wants to promote their brand through social media: Facebook remains the No. 1 social media platform, with more than 2 billion people worldwide logging in monthly. That’s still a lot of potential eyes zeroing in on any content you share. And that’s why I still encourage you to make sure Facebook remains – or becomes – part of your marketing strategy. It’s important regardless of whom your audience is, but it’s especially important if you’re after baby boomers. Financial professionals, for example, want boomers as clients because boomers make up the age group that is already in or is nearing retirement; in other words, the people who are the primary users of financial-advising services. And where are you most likely to find those boomers, interacting with fellow boomers and generally running the place? That’s right. Facebook! (Younger people often aren’t... read more
EMSI Joins Advantage|ForbesBooks

EMSI Joins Advantage|ForbesBooks

I’m excited to share this news with you! For the past few months I’ve been in negotiation with Advantage Media Group|Forbes Books, to acquire EMSI.  Finally, on Monday, January 29th, we signed the papers and our new company name is now officially News & Experts. EMSI with its News & Experts division (our face to the media) has been “my baby” ever since I launched it 28 years in 1990. It’s my legacy in a way and it’s always been my desire to build the brand bigger and stronger so our work can positively impact more people.  This acquisition allows that growth and expansion to happen in a way that was truly beyond my wildest dream. In 2016, Advantage Media Group partnered with media giant Forbes to create Forbes Books, the first-ever book publishing imprint by Forbes. As they are a fast-growing authority marketing and publishing company that spans the globe, we’re so proud to be a part of their team and able to contribute to their continued success. This marriage makes sense on so many levels.  We’ve been representing Advantage authors to the media for many years and have a proven track record of working well together.  As a result, our relationship is one of great mutual trust and respect, and we share a total commitment to our clients. I want to assure you that absolutely nothing will change in our relationship with you!  Adam Witty, Founder and CEO of Advantage|Forbes Books, has insisted we continue doing “business as usual.”  Our services remain the same, as do our rates and agreements.  But even more important, all of our... read more
Writing Your Own Articles? Be Aware Of The Shifting Media Landscape

Writing Your Own Articles? Be Aware Of The Shifting Media Landscape

My team writes plenty of articles for clients every week, but for years I also have encouraged clients to write their own bylined pieces for print publications – both traditional and online – as one more way to get their name and message out to the masses. It’s a great addition to any publicity campaign. So I was slightly disconcerted to learn that one reliable place for such articles to land no longer plans to accept them. The Huffington Post dissolved its self-publishing contributors’ platform, which means budding writers and others with a message to share have one less venue for reaching their potential audiences. The HuffPost had been publishing such contributions since Arianna Huffington established the online site nearly 13 years ago, so this marks a sea change in the way the publication does business. At first glance, the move might seem surprising – even perplexing. But perhaps it shouldn’t. Just recently I was participating at an event where Dan Kennedy, author of such books as No B.S. Guide to Brand Building by Direct Response, spoke about how crowded the digital marketplace has become. There’s so much “noise” that sometimes it’s difficult to be heard above all the clatter. I think that’s what happened with HuffPost. They are just one part of that noise, and as more people became “HuffPost contributors” (the New York Times reported the number as 100,000) the title lost some of its luster. Now, by ending that forum for unpaid contributors, HuffPost may be trying to declutter its personal corner of that “noisy” digital marketplace. It’s a bummer, I know! But don’t despair! If... read more
Make Video An Integral Part Of Your 2018 Marketing

Make Video An Integral Part Of Your 2018 Marketing

As many of you know, I love brainstorming with my team to distill ideas and tips that not only can be useful in working on behalf of our clients, but also to share with you in the PR Insider. This week my creative team and I were in the middle of just such a session when Jay York, our senior social media strategist, intrigued me with his thoughts about current trends in video marketing. Let’s face it. With today’s technology, combined with the vast reach of social media, it’s easier than ever to create your own video segments that can become an integral part of your overall marketing strategy. You don’t even need a studio worthy of “Good Morning, America” or special effects that would make you the envy of George Lucas. In fact, the less formal the production is the better. And once you arrive at your finished product, you can put your video on Youtube, share it on other social media sites such as Facebook and Twitter, and post a link to it from your website. Frankly, you can get a lot of marketing mileage out of just one video – but you shouldn’t stop there because there are so many approaches you can take. You might create a series of short messages filled with insights into your area of expertise. You might want to show your company culture with glimpses of team-building outings for example. It can show you’re a fun company to work with, or that you’re philosophically aligned and share commonalities with potential clients. These can be deciding factors when choosing a company to... read more
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... read more
What Makes A Great Team?

What Makes A Great Team?

Each Monday morning I meet with members of my team to brainstorm ideas for that week’s PR Insider. On occasion coming up with a topic is a challenge, but always it’s an interesting and fun time because each person involved brings a different perspective to the discussion as we toss around ideas that will help our readers. This week during just such a session it occurred to me that the camaraderie, talents and life experiences that make up a great team are worth writing about themselves. This came to mind because my company recently embarked on a team-building excursion that involved a Greek lunch, a boat ride to an island off the Gulf Coast of Florida, and the retrieval of one deceased dolphin. I know that last item may sound strange, but it was in the name of science and not originally on the agenda. The Greek restaurant and boat ride were carefully planned in the name of fun. But the whole day, deceased dolphin and all, helps illustrate the importance of a strong team, whether you hire one or build it yourself. Our trip that day to the wonderful Greek community of Tarpon Springs was made possible by a client who sent a generous check and asked me to create a party for the team as a thank you for the work we did on their behalf. I presented the challenge to my team to decide what the outing would be. There were plenty of suggestions from this creative and adventurous group whose diverse backgrounds and experiences provided an equally diverse list of ideas to choose from. After... read more
How We Ended Up In The New York Times – And You Can, Too

How We Ended Up In The New York Times – And You Can, Too

When our team returned to work this week after taking a brief break for Thanksgiving, we learned we had something to celebrate. No post-holiday blahs for us! Instead, it was high fives all around! The exciting news that greeted us was that Jay York, our senior social media and marketing strategist, had been quoted extensively in a New York Times article headlined “Brands Heed Social Media. They’re Advised Not to Forget Word of Mouth.” Every day we work to get our clients just this sort of placement, but on occasion, when the moment is right, we practice what we preach and do the same for ourselves. And, as it turns out, there are lessons for you in how this opportunity came about for Jay and EMSI. To begin with, the New York Times reporter did not seek out Jay. Instead, she wanted to talk with one of our clients, who happened to have the expertise her article needed. This particular client had served as a source for the reporter before and she obviously liked working with him, so it didn’t surprise us when she asked to interview him once again. But we encountered one not-so-slight problem. When the client heard about the topic, he felt he didn’t have any creative thoughts to offer the reporter. So he declined the interview. For one brief terrifying moment, it looked like we would need to tell the New York Times reporter we had nothing for her! Then one of our print campaign managers, Miguel Casellas-Gil, had a marvelous idea! Since the topic related to social media and marketing, he asked Jay if... read more
How Social Media Defines Your Marketing Audience With Precision

How Social Media Defines Your Marketing Audience With Precision

When it comes to marketing your brand, the most critical factor is to know who your target audience is and then find the best way to reach out to them. As you look to 2018, and make plans to promote your product or services in the coming year, one thing to consider is just how effective social media can be in helping you accomplish that. In fact, it’s the most effective means available when it comes to drilling down to a specific audience that would be the perfect match for what you have to offer. That’s not to say that other media venues are ineffective. TV, radio and print each have their advantages and all are effective in their own ways. But when it comes to sorting through a vast audience to find the small sliver who are the best match for your products or services, social media is in a category all its own. Social platforms provide tools that allow you to target precise audience segments so you know you are reaching the exact potential customers or clients you want to reach. For example, let’s say you’re a financial professional and you’ve decided women are a new target audience you want to reach out to. Where do you start? Well, we know that half the U.S. population is female, but that doesn’t exactly narrow things down for you very much, does it? After all, a 20-year-old college student on the other side of the country isn’t likely what the typical financial advisor has in mind as a potential client. Enter social media. Those social media tools can help... read more
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... read more

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