In the publicity world, nothing quite matches the excitement of landing not just one great media hit, not just two, but a whole series that follows quickly one right after the other. Such extraordinary success can trick you into thinking: Hey, this publicity and brand-building game ain’t so hard after all! Of course, success this […]
When I chat with our clients about the print coverage we’ve been getting for them, I always ask what they’re doing to get the greatest mileage out of all that coverage. Way too frequently the answer is either “little” or “nothing,” outside of possibly posting a link to the article on their website. What […]
As I’m sure you’ll agree, there’s nothing like a little good news to make arriving at the office for another day of work worthwhile. Just this morning the whole team here at EMSI celebrated when one of our print campaign managers revealed she had arranged an interview last night for a client with CNNMoney.com. But […]
If you think getting the media to notice your publicity efforts is tough enough already, be prepared. It might be about to get even tougher! In the coming year, politics is certain to dominate the news cycle. That raises the question: How do all of us who are not Donald Trump or Hillary Clinton hope […]
Landing a television interview is a promotional coup that’s your chance to reveal to the world – or at least a portion of it – your charm, wit and intelligence while promoting your business, your book or product, but most importantly, yourself. Before you get too caught up reveling in the moment, though, you need […]
On Dec. 10, the last batch of Hostess Twinkies went on sale accompanied by moans, groans and a “Save the Twinkie” Facebook campaign from the cream-filled cake’s devoted fans. Hostess Brands, the company that baked Twinkies, had declared bankruptcy and liquidated. But as deaths go, the Twinkie’s was short-lived. On Monday, it’s scheduled to reappear […]
Recently, a colleague asked me, “What was the most rewarding mistake you ever made in business?” It’s a great question, and I quickly had an answer for him because it was an incredibly painful mistake. However, it proved to be an invaluable lesson that has served me well in the years since. I’m sharing so […]
Why Your Family Business Makes for Great Marketing I discovered an interesting statistic recently – 90 percent of all small businesses in the United States are family-owned. That got me thinking about the positive impact working with family can have on everything from marketing to sales to customer service. It certainly leads to lots of […]
For anyone trying to build a business, sell a product or get their book into the hands of more consumers, the implicit endorsement that comes from being interviewed by the media is what I call “marketing gold.” […]
In the PR business, I’ve had experience – as have some of my clients – with the free or low-cost press release services that seem to have proliferated all over the Internet. In fact, if you Google press release services, you’ll find a wide variety of them. However, the question you have to ask yourself is, “What does that really get me?” Read on. […]
With all the new technology available to us through the Internet, including the ability to track Web site visitors from their referring page to our own Web sites and even tracing how long they spend on each page, it reminded me how the emphasis on numbers and tracking have muddied the marketing waters. […]
Years ago, if PR firms got a news placement for their client online, it was like a little bonus — a cherry to put on top of the sundae. Today, it is the very life-blood of PR, with online news coverage making up the majority of how people get informed today. […]
I tend to use this space as a “how to” venue. I like to share my insights on how to get the media excited about you, your message, your products, your services and books. My hope is that the information I offer will enable you to generate media placements for yourself to further your public relations efforts. […]
Writing a book can be one of the most difficult things in the world to do. While each author’s experience is very different, the process is almost always the same. […]
We’ve all said it at least once in our lives. It usually happens when we’re watching TV and a talk show host is stumbling over their words or simply… […]
Whether you know it or not, when you ask for something special, you are participating in a phenomenon one of my clients called, “reverse distribution.” Your request triggers a call to a manufacturer or distributor, specifically to get that product for you. On the other end, there is a business that is now going to fill an order they would not have received, had it not been for you asking for that specific product. […]
You know what hard work is. You’ve put in the long hours, worked late into the night, done more working than eating during the lunch hour—all to ensure the success of your business.
You may be thinking about what else you can do to get the news of your products or services more broadly known within your target market. Or, you might be brainstorming future steps to expand your business and make it even more successful.
In either case, one immensely valuable marketing strategy can be summed up in two words: get published!
Now, you may be tempted to dismiss this out of hand…after all, you have a profession, and very likely it isn’t “writer.” But there are many ways to be published and each, separately or in combination, can be incalculably valuable in terms of its contribution to your marketing efforts.
We’re talking about:
* Articles written about you, or by you, which are published in newspapers and/or magazines. They provide great credibility to your position as an expert in your field.
* Op Ed (opinion-editorial) pieces you’ve written that get published. It’s a great way to take a stance on an issue important to your business and get published, and it positions you as a thought leader.
* A book with you as the author—my favorite! […]
Crisis public relations is more than just the practice of damage control. In fact, it is one part prevention and one part containment, aimed at curtailing or even eliminating the damage from a public relations crisis. The problem with most companies is that they don’t typically see crisis PR as a proactive measure, and they simply react when a crisis strikes. […]