While the media has been specializing in reinventing itself every few business quarters, the business of marketing has been slowly evolving, trying to keep up with the changes. As each of these new areas of outreach emerges, our tactics as PR strategists are changing with the times. […]
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. […]
How Seeing Through the Customer’s Eyes Can Help Open Sales Channels Famous restaurateur and former TGIFriday’s CEO, Daniel Scroggin, was always intently focused on the customer experience. “The only way to know how customers see your business is to look at it through their eyes,” is a famous quote that has blanketed the Internet throughout […]
I have found that the two biggest obstacles to a good PR campaign are the two Ps: Procrastination and Perfection. Too many times, companies will procrastinate in getting their campaign started, and tag their campaign launch to something artificial like a product launch (which isn’t news, unless it’s the iPhone 4) or a new initiative. […]
What the social media and social networking sites do is that they allow companies for the first time to earn attention by creating something really interesting on the web. You can earn attention by doing a YouTube video, by creating a blog, by being on Twitter, by being on Facebook. […]
We hear a lot about buzz, but what is “buzz” exactly – and how does it start? First, a buzz is something that you create. It starts small, like ripples in a pond. It builds slowly. But when cultivated and capitalized on, the buzz eventually gets too loud to ignore. This is our goal when we work with you to turn a book into credibility into celebrity: create a buzz that makes your name, your face, your book, and your message instantly synonymous – and ultimately recognizable.
When a movie like Transformers or Star Trek is an instant box office smash, that’s not a buzz; that’s a million-dollar marketing blitz that literally created an overnight hit. Most of our clients aren’t millionaires with unlimited marketing budgets, so we rely on building a buzz instead.
Now, when a small, independent movie like My Big Fat Greek Wedding debuts to a rather slim box office ripple but word of mouth, great reviews and repeat business make it a “must-see” event over time – and a bona fide cult movie sensation – that’s buzz working at its finest. […]
Joe the Plumber.
Dog the Bounty Hunter.
Bill Nye the Science Guy.
While plumbing, bounty hunting and science might be worthy industries, few would have ever thought they might be the breeding grounds of some of today’s unlikeliest celebrities. But such is the case when we live in a world where the popular media, indeed popular culture, is plugged in and turned on 24/7, 365 days a year.
Being an industry expert is easier than ever these days, but perhaps you feel a little “industry envy” when it comes to your field. Believe me, no field is too big, or too small, to brand yourself as the go-to expert. […]
If you’ve decided to become an expert in your field, in any field, allow me to show you how much faster that process can be – and how much further you can reach – through the publication of a well-written, carefully-planned, readable and entertaining book.
Books provide what I call “portable expertise.”
Anywhere a book can go, you can go. Yes, there are more high-tech ways to reach your audience, but when someone’s wi-fi isn’t working, your book still is. When someone’s at 30,000-feet and can’t use their laptop yet, he or she can still open your book.
In a bathroom stall, in a parking garage waiting for an appointment, at a corner café with a cup of coffee, in bed late at night not wanting to disturb their spouse, in an elevator, your book goes anywhere they can go; and if you have a book, so do you. […]
As a professional PR, I’ve never liked the way movies portray public relations people.
Usually, they’re characterized by Hollywood as slick talking flim-flam artists who promise the universe and deliver next to nothing. […]
It used to be that the only way to be a celebrity was to be on TV, in the movies, or to do something completely lame.
However, over the last decade, a new kind of celebrity has emerged – the expert celebrity. These are people who are absolutely at the top of their professions, and find a way to use the media to offer their expertise to the masses.
From Cesar Millan (The Dog Whisperer), Martha Stewart, and Bob Vila to Dr. Phil, Suze Orman and Rachel Ray, expert celebrities are taking over television, radio, print publications and the Internet. Moreover, according to media expert Marsha Friedman — author of Celebtritize Yourself from Warren Publishing (www.celebritizeyourself.com) – the next celebrity expert could well be you. […]
Getting your company noticed in this tough economic climate has become harder than ever before for many companies. With mounting competition and shrinking budgets, the question arises: how do I let consumers know that my company exist, on both a national and a local level?!
While national media exposure is ideal, there is great power in local media exposure as well. By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on. Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door. […]
It’s funny, but every time I sit down and write these emails to you, the thing that often comes to the forefront of my mind is “how can I get them to truly understand the value of talk radio?” […]
Find out how corporate America can be an untapped resource to consider when looking for cost effective ways to promote your book. […]
CEO of EMS Incorporated, Marsha Friedman interviews Talkers Magazine founder Michael Harrison about the future of talk radio. […]
With the current economic climate, it is more important than ever before for marketing departments to stretch their budgets. Here is a tip how. […]
As talk radio “insiders” we know what the hosts and producers are currently thinking about. Right now, they are gearing up for the pre and post holiday season. Why? Because most producers and hosts go on vacation during the holidays and as a result their show goes on “hiatus.” During this hiatus they run “best of” shows instead of new programming. So in the run up to their vacation, hosts and producers are deciding: who they will be interviewing as guests in December, which shows they will re-run during hiatus and finally who they will be interviewing during the first week of the New Year. The final point is very important to them, as the last thing they want to do when they come back from vacation is to have to scramble for guests.
The advantage for our clients is that we not only understand the timing and scheduling of […]
In today’s world of publishing, I don’t have to tell you what a challenge it is to get your book noticed. With nearly 300,000 new books hitting the market every year, this is a problem all authors encounter – from first timers to big name celebrities. But once you have the word-of-mouth buzz going, it can spread like wildfire.One of the best methods to get people talking about you and your book is by being interviewed as a guest on talk radio. Why? This medium allows you to talk to a captive audience of affluent, educated and, most importantly, active consumers who are book-buyers. We’ve been one of the country’s top providers of radio show guests since 1990 and, from our years of experience, we’ve seen how instrumental talk radio has been in our daily lives. Talk radio hosts and their guests consistently create thought provoking conversations throughout the country. They’re largely responsible for spreading new ideas resulting in hot trends and lifestyle choices. You and the message of your book CAN be part of this forum that affects peoples lives daily. This is how buzz is built.
The best part? […]