If there’s a season for reading, it’s summer — a time for family vacations, for afternoons at the beach, for weekends in the backyard hammock. We Americans love to get outside in the summer, and many of us grab a book as we head out the door. In fact, 50 percent of book lovers change […]
We live in an era where the Internet is turning practically every business, service, or consultant into a commodity judged primarily, if not only, on price. In other words, the only way a lot of people are able to get business is by competing on price, and the rule in business is that any business you get by competing on price, you’ll lose when someone undercuts your price. […]
According to BlogPulse, there were 152 million blogs on the Internet at the end of 2010 and the trend doesn’t seem to be slowing down. Many of these bloggers have become opinion leaders in their particular areas of expertise, while others have next to no following at all and blog just to let off steam. […]
A good radio interview can fuel social media, because it gives you something to tweet about. It also works well in conjunction with print coverage and appearances on local and national TV, because it provides a longer form format for your message. Whereas an article may only be 500 or 600 words or a TV appearance only 3 to 5 minutes, a radio interview can run anywhere from 10 minutes to an hour, depending on the show and how interesting you are to the host and the listeners. […]
One of the things I tell clients who want to get coverage in print and online press is that they have to read the news. If you want the print media to cover you, I think it simply helps if you know what it is they like to write about. […]
To do that, I want you to think of the consumers you’re trying to reach as a quiet pond in the wilderness. If you want to make the pond ripple, throw a pebble in it. Big rocks make more waves than small pebbles, but even so, the ripples eventually end if all you’re doing is throwing in one rock at a time.
If you want the pond to ripple continuously, you can’t just throw in one pebble or even one giant rock. However, a steady stream of pebbles, timed so that the ripples never truly subside, will keep the pond moving from the vibrations you generate. […]
Do you like to be at the receipt end of obvious sales efforts? When you walk into a department store to shop for a new pair of slacks, are you hoping the salesperson on the floor finds you quickly? Do you watch TV in anticipation of all the cool commercials you’ll see? When you drive down the highway, are you excited when you see all the billboards dotting the skyline?
If you answered yes to these questions, then you’re in the minority. The truth is few people like to be “sold” and that’s why PR works so well. The soul of PR isn’t promotion or sales, but rather, education and branding. When people read newspapers or magazines or listen to radio or watch TV, they are looking to be informed and entertained – that’s what PR does. […]
But what I love most about this story is that we were able to show him his message IS as important as he thought. That the book he poured his heart and time and money into DOES have a valuable message, as evidenced by all the media that wanted to interview him. […]
It’s not unusual for a producer to be interested in your pitch, but want the interview to be done at a location that illustrates what the story is about. TV, after all, is a visual medium.
A great example that comes to mind is a client who is an expert on how to deal with foreclosure – a timely topic, unfortunately. He was traveling around the country to cities experiencing high percentages of foreclosures and in each city we obtained media coverage for him. But in Phoenix, Arizona, the producer didn’t want just a “talking head” interview. She agreed to do the interview only if it could be at a foreclosure property. And of course it was up to us to locate a suitable site, get permission to shoot the interview there, and ensure the TV crew had access when they arrived. After many, many phone calls to pull all of this together, the location was finalized, permission was obtained and the client’s TV interview was confirmed. In fact, it turned out to be one of the client’s best interviews. […]
If the circus is coming to town and you buy a billboard saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local paper picks it up, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. […]
Fox Business, Happy Hour, November 25, 2009, Mary Kay Hoal, Founder of Yoursphere […]
CNN, CNN Newsroom, November 23, 2009, Mary Kay Hoal, Founder of Yoursphere […]
County News on the EMSI Pay for Performance Public Relations model. View the online version here: County News: Is Pay for Performance PR for Real?. Or, click here to download the pdf version. […]
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. […]
USA Today, September 4, 2009, Michael Uslan, Producer of Batman Films […]
Curtis Sliwa Show on ABC Radio Network (Nationally Syndicated to 4 Stations) interviews Michael Uslan, producer of Batman films, to comment on Disney purchase of Marvel Comics. Listen to Curtis Sliwa’s radio interview of Michael Uslan […]
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. […]