YouTube + WordPress

One of the most powerful ways to communicate is by using YouTube videos embedded into blog posts.  The process is simple.  Record the video.  Upload it to YouTube.  Copy the YouTube video URL into the wordpress blog post (without a hyperlink).  The result is a YouTube video embedded into your blog post.

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Seven Publicity Tricks

Any business can generate publicity for themselves.  It takes creativity, diplomacy and patience.  It not “who you know” it’s “how you say it” that makes the difference.
We’ve included seven go-to publicity tips to help with the creativity.  These are very common business story angles that journalists look for when deciding what to report.  So, what does diplomacy and patience have to do with publicity?
It is very easy for us to get caught up in our own enthusiasm for our business.  This is a good thing.  Reporters like enthusiasm and passion.  In fact, if our clients aren’t passionate about what they do and how they do it, we don’t take the account.  Passion is key – if it’s combined with diplomacy.
Journalists are very busy workers.  They are under a tremendous amount of pressure from their editors and producers to generate compelling, newsworthy stories.  Moreover, they have dozens, perhaps hundreds, of story pitches and press releases being thrown their way by passionate advocates for their own cause.  Some of the people contacting them are more aggressive than others.   Diplomacy can help you rise to the top compared to amateurs who can become pushy when a journalist doesn’t call them back much less cover their story. Yes, it can be frustrating, but it’s all part of the process.  Be diplomatic.
Often, a journalist will be able to fit your story in later – not now.  So you also have to be patient and continue to feed the journalists story ideas month after month.  Soon enough – one will be the right topic at the right time.  This is why it’s important to be consistent with your publicity over time.  Help the journalist write about you when they have a demand for a story, not when you have a demand for a story to be written.
Here are some ideas:
  1. Be the first, newest, oldest, biggest, smallest, etc. and explain why this is important.
  2. Introduce something new or improved and focus on key benefits or problems it solves.
  3. Announce anniversaries and stage a special event to celebrate.
  4. Announce a new member of your team and how they will change the way you do business.
  5. Win an award. Of course, you have to find them and apply, but third-party recognition are great tools.
  6. Announce a new major client – the bigger the better. Another third-party endorsement.
  7. Offer to be an expert on a specific topic or event. Journalists always need quotes from experts. Help them out and they’ll put you in an article.

How To Be Newsworthy

Basic tools and methods for making you newsworthy.
What is your message and who cares? Develop your story inspirebased on who you affect. Your core audience are the people to whom you are newsworthy. Before this is useful, we must answer an even more fundamental question is: what is news?
It’s hard to say anymore. Many argue that the size of a man’s hands isn’t news, but it was.  Who died and made that person in charge of “news?” In the age of hard news, soft news, fake news, weird news and who-knows-if-it’s-news news, we all have to make educated guesses as to what is newsworthy to general and specialized audiences. One way to do this by creating “personas.”
“Personas” are fictitious examples of generic clients, customers, constituents. They are our generic definition of the people who care the most about our messages. Personas guide timingus into gaining a deeper understanding the clients’, customers’ or constituents’ point-of-view. They put us into their head so we communicate more clearly and convey our brand promise more effectively.

To invite journalists to cover a story, I send a “media advisory” and then either pitch (call and talk) to the station assignment desks or the producers depending on the story, lead time and topic. Our goal is to help our clients get their message out. We do so by making our focus to help the news departments inform the public of important topics and trends. So, if the news people don’t view our client’s story as newsworthy, we trust their judgement, adjust and try again later.

We advise clients to monitor the news and look critically for showing bookstories that seem to be related to their industry or that compliment their story.  A pet store may see an animal rescue and step in to provide free food for whomever adopts the animal. A manufacturer may see a change in the economic environment reported and anticipate increased/decrease of sales and jobs. A restaurant anticipate a holiday or seasonal event that is frequently covered under general community news – like St. Patrick’s Day or the Superbowl. Once we see these types of stories, we can then research the reporter further, establish an online or email connection to share the story.
Often, being newsworthy often takes creative persistence. But, like all success, it tends to be a function of preparation meeting opportunity. Prepare yourself to be newsworthy and you will succeed.

Why Hire a Publicist?

It is common for non-PR people to not have a clue how a publicist can improve your business’s bottom-line.  Even when they intuitively know that getting mentioned in news reports (ie: magazines, newspapers, popular blogs and television) has much higher credibility and impact, it’s often difficult to imagine anything you or your company is doing is news worthy.  We get it.  But keep an open mind and take a look at you from our perspective for a moment…

Modern Publicity defines public communications using four distinct segments (ADDD):

  • Awareness (if no one knows you exist, they can’t buy/hire you)
  • Differentiation (if you’re like everyone else, there’s no reason to buy/hire you)
  • Decision (if you don’t give people a specific, timely reason to hire/buy, they typically delay the decision)
  • Delivery (if you don’t deliver what you promise (your brand), you won’t keep old customers or acquire new ones).

Given this, publicity is a powerful communication tactic to do one or more specific ADDD goals.  The results must be measurable. This doesn’t simply mean you see more news about yourself  and your business, it means we work with you to ensure you see bottom-line results such as more customers coming through the doors, more referrals and more sales.  But the question is begged; even if you know a publicist can raise awareness, distinguish you from you competitors and give shoppers or prospects a reason to buy today, what is it that a publicist can do about it?

Putting aside the tactic of self-publicity (social networking), I’ve begun a list of things we quiz you about in order to reveal a newsworthy ‘hook.’  An important value we bring to the table is understanding how difficult it is to get into the news cycle and what reporters are looking for in order to cover you.  Sometimes we create a news event, such as a press conference, an award or a special event, or we’ll define your product or service in relationship to an existing newsworthy trend or event.  To see specific examples of our work, you’re invited to visit our newsroom.   But here are some things that we use to generate interest and mostly links to Google searches for ‘news’ using the term:

  1. Grand opening
  2. New product
  3. New service
  4. New staff
  5. New idea
  6. New partnership
  7. New study (that relates to your business)
  8. New song (for recording artists)
  9. New book (for authors or that relates to your business)
  10. New video
  11. New law (proposed or actual that relates to your business)
  12. New controversy
  13. New invention (it doesn’t have to be yours)
  14. To Be Continued…

Here’s the truth: you don’t need to know how a publicist can improve your business.  What you need to know is a good publicist.  Let US describe what you have that is newsworthy and then get you covered and integrate into a comprehensive marketing communications campaign.  That’s our job.