The Media Interview 102!

A while back I talked about the traps of media interviews. Even with the best vetted credential, it is possible that your clients will be ambushed by a reporter during a live or taped interview. So, how do you help your clients regain control of an interview when this happens?

Start by having a strong message to restate-especially if the client is in trouble. If Charlie Sheen was your client, don't have him defend his drug use- this would come off wrong during teasers. Instead, have him strongly discuss how getting help has been a lifelong battle because he has a lifelong disease. It is OK to turn the tables on a journalist who has already flipped a table.

You also want to make sure your client doesn't seem too rehearsed with his or her answers. This doesn't sit well on television and makes for great late night television video clips. Work with your client on improving conversation skills and make sure you call all interviews "media conversations" to reinforce this training.

You can regain control when an interview goes bad, but just make sure your client knows how to do also do this!

This said, I will not be posting on this blog until January 5th of 2015. Make sure to follow me on Instagram, where I will be posting updates, until this date.

Velma Trayham of ThinkZILLA

Media Gifts 2014

Yesterday I wrote a blog about sending personalized holiday cards to your peers and clients. Today, however, I want to cover sending gifts to the media. While this is thoughtful, it can be considered unethical and even a conflict of interest for you, your client, and your PR firm.

There is nothing wrong with sending a little something to a media rep. as long as you address it to the company  in general and you keep the cost of the item below $25. This is a safe amount when it comes to a Thank You gift or a holiday present. Anything over the price tag of $25 can be considered a pay-off and you don't need that drama rearing its ugly head!

I like to send gift baskets and cookie trays for the entire media team to share. It isn't a personal gift directed at one specific person and it still allows my brand's visibility to enter the media firm's office.

Until next time,

Velma Trayham of ThinkZILLA

Holiday Cards... Are They Worth It?

There is a lost art within our business. Believe it or not, that art is writing! In the last few years I have noticed that people just don't send handwritten holiday cards to their peers or their clients anymore. Why? I think it is sad. A publicist has to rely on relationships to make their clients successful, yet we are too tired or too cheap to buy holiday cards and write a short, personal note.

I can't say how many times within the last two years that I have received an eCard. And while the thought does count, it just seems to impersonal. I know that little effort was put into the task and that it probably was an automated CRM cue that notified the sender that I was either due for a holiday card or a birthday message.

I understand tight budgets, but relationships are worth more than the two dollar card and fifty cent stamp. If you're on the fence about sending out actual holiday cards this year- please consider that a personalized card says something about your attention to detail and shows that you truly do care about the relationship. eCards, while easy to send, make people feel like a number more than communicating a feeling of appreciation.

We work in a business that is personal. Why not back up this sentiment with a personalized "Happy Holidays" note from yourself? It is something to think about this week.

Until tomorrow,

Velma Trayaham of ThinkZILLA

Social Media - PR it like a boss!

Yesterday I talked about using social media for unprofessional content. Today, I want to talk about how to use social media like a boss and own the landscape within your industry.

I've compiled a few easy and simple tips to help you quickly become a respected social media peer within your industry- PR related or not.

1.  Don't be initiative based. That's overtly promotion. Instead,be excited about the probabilities about projected outcomes and share that excitement with the world.

2.  Use and track coupon codes, specific created hashtags and client key word searches. Acknowledge what is working directly with your followers. True bosses give credit where credit is due. Not sure what I mean? Follow actor Jared Leto's Twitter account. He is constantly running beta tests and then thanking his fans. He has them engaged 24/7!

3. Build relationships and be serious about it. Most media resources (and all PR peers) are natural 'BS' detectors. If you're constantly pushing your selfies, your clients' initiatives, and "buy now" deals then no one will feel that you have a genuine interest in a real relationship as a media resource. Be on point without overtly promoting when it comes to visuals and content.

Until tomorrow,

Velma Trayham of ThinkZILLA

PR Fallout From Online Posts

I have to address an issue I am seeing on an continued basis. Your personal online content. I read a terrible Facebook rant over the weekend and I’m sickened that a publicist would put her hateful opinions for clients and peers to read on her personal Facebook page.

Now, some of you might say that it is her personal page. Sure it is, it is just archived onto Google’s search engine for the world to read. She is entitled to her hateful opinion but she is going to have business lost to it. Peers will soon catch on and stop referring her too. I will not repeat what she said, only that it is filled with hate and aimed at a certain demographic of sexually orientated people.

I can’t stress enough that nothing you write is personal anymore. Friends can quickly become enemies and take screen shots of your “private” social media accounts for all the world to see.  Don’t ever write anything on your personal pages that you wouldn’t want to proudly read- outloud- in front of a client or potential client.

As a publicist, you don’t have a personal life. Your clients’ lives are your obligation- both personally and professionally when it comes to branding and visibility. Voicing your own opinions online (even via a personal account) will harm your own reputation- right or wrong, this is the culture we live in.

Keep it professional and keep those negative or opinionated posts off of social media!

Until tomorrow,

Velma Trayham

Pitching Media via Twitter

To continue my piece from yesterday, I want to talk about pitching the press via Twitter. For some occasions, this works. However, not all members of the media like to get pitched via Twitter. You truly have to decipher each member of the media’s pitch preference before sending out any pitches. Blast pitches never work, either. Sure, they highlight your news but these efforts will not result in actually capturing any true interviews or media mentions.

So, if you want to pitch the press via Twitter, and you know the targeted journalist accept social media pitches, follow these tips;

1. Make sure your Twitter profile is complete and professional. Photos of you drinking with clients or partying with other publicists isn’t professional and should be kept to your own private accounts, not your company account.
2. Make sure that your Twitter feed is active with industry news and valuable information for your sector. Remember, members are the press are professional BS trackers. They will call you on not knowing your stuff or being too self-promotive.
3. Follow up with a phone call. If the press agent hasn’t responded to your Tweet pitch, make sure you plan a 3 day follow up via a phone call. If they still don’t respond, don’t bug him or her. Try again later and with a different angle.

Until Monday,

Velma Trayham of ThinkZILLA

1 “MUST” Tip for Breaking the Ice with A Member of the Press

Publicists don’t have a magic wand in their desk drawer. Their relationships with the media come from a long line of pitching, meeting in person, bugging, sending over holiday cards, repeating this process without feeling rejected, and then repeating it again. It gets easier as time passes and you prove yourself as a publicist, too.  

This said, I wanted to share one key thought (or magic want maneuver) today when it comes to breaking the ice with a much sought after member of the press. If you can’t crack a relationship (or even a smile) from a press agent, implement the Tripe R method. This method consists of Respect (1), Reliability (2), and Response (3).  

First, you have to respect the demand on journalists today. Many people blog for free and get paid by ads or PPC campaigns- not media resources.  This said, budgets are tight and reporters have more responsibilities along with a skeleton staff due to cutbacks. Traditional media is competing with a heavy freelance community. If you call a reporter once during the day, leave it. Don’t call four or five times. Don’t send emails throughout the day. Don’t trample on their time. Be respected and also make sure what you’re pitching is included in their assignments category, otherwise you’re just being annoying.

Second, be reliable. This means not exaggerating facts or shoving hype when speaking with a reporter. If a member of the press can learn to trust you as a resource, you will have them knocking at your door- not the other way around. So remember, never lie to the media to get press attention. It will backfire.

Finally, be responsive. If you can’t respond to any member of the press within 5 minutes of the day or night (and anytime of the day or night) you can say goodbye to your client’s story / interview and the relationship with the reporter. Most members of the press work long hours and are usually up late finishing stories. They may send you an urgent email at 1am asking you to verify a fact. Do it. Be available at all times to the media as this is part of your job as a publicist.

Until tomorrow,

Velma Trayham of ThinkZILLA

End of Year Reports

End of Year report time is upon the marketing and publicity world for annual retainer accounts. So, what makes for an outstanding retainer? Many things.  I'm going to list the key topics to cover within this report to help new publicity people understand what should be included. The same goes for clients who buy PR services- you too should know what to look for.

1.  The start to finish synopsis. It is always good to refresh your clients as to where they were at prior to hiring your firm.
2. The objectives you met and the objectives you exceeded. This is where you boast about how you exceeded expectations as a publicist.
3. Key message theme reviews followed by the program components you implemented.
4. Media value that includes brand visibility measurements and social media value. Don't forget to convert your followers as media value, as well as any followers you built for the client.
5. Campaign time.  Make sure you show results in stages of goals within a time frame, not just as met or the value they produced.

Again, beautiful demographics are important but content is key!

Velma Trayham of ThinkZILLA

Instagram Leads 2015 for PR Clients

I can’t tell you how many of my PR clients are lost when they show up in my office. They have either been burned by a bad publicist or they have been trying to DIY it.  While a pro, like me, has to reign things in and rebuild or brand from the bottom up, there is one app that I tell my clients to use and to use frequently. It’s Instagram.

Now, people seem to be hooked on Pinterest and not Instagram. The opposite should be true.  Pinterest works great as an intention book or a quick recipe share with a deep link. It is popular for hairdressers and retailers as a way to engage with their clients. From a personal branding perspective, Instagram is better for converting a fan base that TRULY follows you.  You can have all the social media accounts in the world but if you’re not using them properly, and you’re not converting ‘Likes’ to business, why bother?

Instagram means brand loyalty and brand loyalty means business, maybe not as immediate ROI- but it will cultivate leads that eventually turn to business. Pinterest, however, is for sharing pretty pictures and recipes.  Many tech savvy journalists agree with me. Instagram is still beating Pinterest as one of the top phone apps to use for business in 2015. If you don’t already have Instagram, and you’re not actively using it, you’re already that far behind. The good news it is isn’t too late to join the game.

You can’t outsource Instagram either. I take that back, you can- but it defeats the point. Content and marketing can be outsourced for Google+, Yelp, Facebook, Twitter, and LinkedIn. Instagram demands more of your time because it is a social engagement app. Your followers want a peak into your life, not a marketing update!

So, ask yourself if you’re active on Instagram. If not, download the app right now and start posting!

Velma Trayham of ThinkZILLA

Hype or Spin?

I want to talk about the power of hype. It is a funny thing because it can be a double-edged sword. Public relations is about spin, but there is more to it. A great publicist will create spin that leads to actual press and then results in long-term ROI. A poor publicist will send out chopped flyers, create copy with vested interest, and develop hype that doesn’t lead to more than 15 minutes of fame and no ROI. So, yes there is a difference between hype and spin.

Here are two examples of hype. I’m hopeful these examples will help you think of your long-term strategies before moving forward with a client initiative.

1.       Balloon boy. Remember this? It was all over CNN and Fox news. The media value coverage received went well beyond the million dollar mark. With all the “breaking news hype” and media value, balloon boy’s rep. sunk and their 15 minutes of fame soured.

2.       Dumber and Dumber To. This is a recent example of hype. Jim Carey hosted SNL. He appeared on Howard Stern. Millions of PR value was earned and millions of marketing dollars were spent. When people left theaters after the movie’s premier- the hype couldn’t turn them into fans, nor their social media reviews into positive ones.

This week carefully look at how you craft a PR campaign for a client. Are you teetering more on the side of hype or more on the side of spin?

Velma Trayham of ThinkZILLA

PR and Thanksgiving

Well, this is my last blog for November! I will be back with you on December 1^st. For now, however, I’m taking the next four days off as a way to be Thankful for all my hard work and that of my amazing staff! It can be very hard to unplug from the PR business. We live in a 24/7 social media culture and non-stopping news media community.

If you feel that you are going to have a hard time unplugging and rebooting this Thanksgiving, please follow these 3 simple tips. I promise you will be more productive when you do return to work and your family and friends will enjoy your focused attention.

1.       Leave your phone at home. What? I know, right! If you are going out shopping with your family, someone is bound to have their cell phone in case of a true emergency. Announce that you are leaving your phone at home and truly do this. I promise you that your business and clients will not fall off the face of the Earth as a result. And you will be surprised what a real conversation feels like without the distraction of all your cell phone and social media alerts.

2.       Repeat step 1. I’m serious about it.

3.       Don’t watch the news. It may be tempting with all the events going on right now – especially surrounding the Mike Brown case. Instead, focus on holiday movies or the Macy’s Thanksgiving parade. This will allow your brain a much needed rest from the news cycle most publicists work in the midst of.

Enjoy your Thanksgiving,

Velma Trayham

Ferguson- From A PR Perspective

I know this is a touchy subject. I was so hurt- on many levels- after watching the events in Ferguson unfold last night via CNN. The way the media, people, and police handled (or lack thereof) each milestone was crass. From a PR perspective, last night was a disaster!

So, what could have been done? Well, it depends on who one would be representing in the case of last night's events. From the police standpoint, their Public Communications Officer should have pushed a Standards Guide and contact guide via social media hours before any announcement was made. Business owners should have been provided with a separate line to report looting and security incidents to. Police officers should have been assigned to protect businesses too.

Michael Brown's family should have had a publicist to help their attorney enforce statements so the 4.5 minutes of silence could have- and should have- taken place. The attorney, while he did a good job, needed to have more of a PR voice with the  media to push his initiative.

CNN- oh boy. CNN knew better and should have practiced more responsible journalism, not just covering crime. They took the concept of "if it bleeds - it leads" to a whole new level last night and in the name of ratings- not justice.

I could go on and on and on.... but I won't. We as a country need to practice how we deliver our messages and beliefs to one another in a more constructive manner.  Remember, it isn't what you say as much as how you say it. What happened last night speaks volumes but I'm not sure if the message was actually heard.

Until tomorrow,

Velma Trayham

PR Presentations... What Are You Missing

I love when I see all bells and whistles on a competitor's presentation. It helps me a lot! While anyone can hire a cheap graphic designer off of ODesk.com, not to many know about the psychology behind design and marketing. This, my friends, is very important when pitching potential clients.

A beautiful design doesn't mean anything in business. Sure, it is nice to have but decisions are made on cost vs. experience vs. if a client feels comfortable (or not) working with you. When competing companies only invest in a design that looks good, it leaves an opening for me to follow the presentation with "what are they missing" when talking to the client.

If you are pitching clients based on visuals only, know that you are making a major mistake! First, you have to make sure you have the right visuals- not just ones that you like. You have to align your thinking and presentations with the temperature of your potential client's current look and feel. Next, you have to use the AMA's set of psychologically invoking marketing concepts. Then you have to follow this with real references, solid numbers, milestones and guarantee, and a work plan. This is the part where many PR professionals fail - the numbers and the data.

This said, as we head into a week of Thanksliving, check your pitches and your presentations. Give thanks for the business you earned in the past and think about how you can polish up your presentations in the future!

Until tomorrow,

Velma Trayham of ThinkZILLA 

Is Your Logo Failing?

Here is a thought for the weekend- "What has your logo done for you?" Think about it. Think about it for you and your clients. Is your logo really a point of visibility  or an eyesore? Most think it is visibility and in reality- it is an eyesore!

A logo has to serve a purpose. It can't just "look cool". The branding has to have a short and concise title and the colors have to appeal to the masses. Plus, it has to be immediately identifiable. Think Starbucks... without the lettering, we still know the woman in green means great coffee that is over priced!

Speaking of green, what colors are you using? Certain colors mean different things from a psychological standpoint. Did you know, for example,  that the color yellow equates to childhood memories within people? If someone had a poor childhood, they will not be buying your services if you have a yellow logo. If they had a great childhood- they will be buying for life!

Uniqueness has to play a part too. Compel the viewer, don't hit him or her over the head with the obvious. AT&T doesn't have a logo as part of its logo. Instead, it has a globe. Why? Most people think of phones when the hear about AT&T.  Well, the communication company offers services all over the globe, which compels the logo viewer.

So, all this said- look at your logo this weekend. Look at the logos of your clients. Are you being too obvious? Too generic? Using the wrong colors? Chances are- all of the above is true.  And if you need a brand overhaul, don't be afraid to reach out to me.

Until Monday,

Velma Trayham

PR Co-Chairing

I was recently asked about public relations and co-chairing. Basically, this is when two PR companies share a vested interest or a client account with two different purposes.  I am neither for or against co-chairing. It happens often and the relationship aspect of working with other PR professionals can be beneficial.

So, what are the negative components? Well, client stealing. There I said... what every public relations pro. fears the most. Well, here's the thing.... client stealing happens. You shouldn't worry about client stealing because you should be working with your clients and providing results good enough that they will not and can not be stolen away. Those who worry about client stealing are the ones who know they don't have what it takes to fulfill the contract.

Co-chairing is beneficial to all involved. I can learn from the other public relations firm and they can learn from me. Most importantly, however, is the double benefit our shared client receives- which is something to think about this Thursday evening.

Until next time,

Velma Trayham

The Tip 3 WORST PR Tactics of All Time!

I recently had a discussion with a peer in the PR world who was upset at Generation Y’s PR tactics. My peer said he was seeing more and more seasoned PR reps get rejected on new client accounts because someone from Generation Y broke the trust of hiring a PR professional through their ill-fated efforts. I agree.

I can’t say how many times I have lost a potential lead because a newbie messed up an account and now the potential client is scared of hiring anyone. It doesn’t make sense. If I receive a bad haircut, it doesn’t mean I never step foot into a salon again, that would be silly.  Yet when it comes to PR, this is the current thought process.

So, with the hopes that the next PR generation can learn how NOT to burn a client- here are my top 3 WORST PR Tactics of ALL TIME;

1.       Bait and Switching Accounts.  The owner of the PR firm- you know, the one with the experience- pitches a client account. After the client signs on the dotted line and deposits are paid- the client is assigned to a Junior AR who is fresh out of college with no contacts and no experience.

2.       Hitting the “viral campaign” market right out of the gate. I still don’t understand the thought process behind this.  You need to develop relationships with journalists before the public will ever care about your client. So, why do so many newbies spend time tossing Instagram memes and viral releases at consumers? Don’t they know these efforts are a waste of time and not the first item of business?

3.       Email is your only friend.  People don’t talk anymore- except for journalists. They make phone calls, so why do PR people rely upon email to pitch a reporter? If you’re sending blast emails to reporters, your client will be blackballed from coverage. Pick up the phone and develop or further your relationship with journalists.

Until tomorrow,

Velma Trayham

Google Ranking & PR

I wanted to give you a mid-week tip to help you get your clients' website ranked better. We can spend so much time working on content development and media pushes, that we often forget to advise our clients on simple SEO and website ranking tactics.

Here are my top 3 ways to help get your clients noticed on Google!

1. Research key words that your clients' competitors are using. You want to let their clients know there is an alternative choice. It is a marketing 101 tactic- go to where the business is. So, don't bank on words you or your clients feel are important, instead- use what works!

2.  Make sure you are using these words not just in content development, but as meta-tags within your websites and social media postings (such as blogs). If you're not adding in meta-tags, you're content development is lacking!

3. Don't use high-resolution images for your website. Google actually penalizes users for doing this and will drop the ranking of your website as a result. Make sure your design falls within Google's guidelines- otherwise you are left with a pretty website that no one can find!

Until tomorrow,

Velma Trayham

Facebook's PR Tools

Facebook dropped the bomb on digital ad agencies everywhere last week. The company announced that they’d be tinkering with their super-secret algorithm, giving unpaid promotional posts even less of a presence in users’ respective news feeds. "So what," may be what you're thinking. Well, here's why this is BIG news....

Digital ad agencies started to cramp the space of the PR and marketing world. Ad agencies were approaching clients, offer big social media "bang" for the buck. Essentially, one good spend $500 a month with a digital agency and see the same results- social media wise- as they would spending $2k with a marketing / pr firm to do the same thing. The problem is the marketing / pr firms write better, write more, and have different connections to provide a multi-use platform for the content. Clients, however, often don't value relationships as they do when it comes to immediate ROI.

Facebook essentially is helping the publicity and marketing firms by requiring boosted posts from essential sources and changing feeds and pricing so that digital ad agencies couldn't broker the space from Facebook- only a true PR or marketing firm would be able to boost posts (or the clients themselves) from the inside of a campaign and out.

So, as we head into this week- consider your social media posts and what value your clients may see in your ability to now navigate the waters on their behalf.

Until tomorrow,
Velma Trayham

The Dr. Oz Disaster

Here's a terrible media morning... you wake up as Dr. Oz's publicist - insert punchline here. In case you don't know what I'm referencing, Dr. Oz took to Twitter stating he was doing an open Q&A session and would respond to his favorite questions. Seems like harmless branding, right?

Well, Dr. Oz set up the hashtag #DrOzsInBox so everyone was able to see the questions being asked. He didn't get to vet the questions through DM. And then this happened;

If you have a celebrity client, or any client, in the midst of a recent scandal- a live Q&A with a public hashtag probably isn't the best idea! It's kinda PR 101!  So, as we head into the weekend, spend some time thinking about how much control you have over your clients' social media accounts. It may be time for a conversation about branding backfire.

Until Monday,

Velma Trayham

"That's Not My Job".....

Here's my "what what" moment for the day. I was recently asked to do some booking / manager stuff for a PR client. Now, if I say 'no' then I am not a team player. I'm also not paid if I say 'yes' and I am a PR person- not a booking manager. There is so much risk in me saying 'yes' or 'no' that I often don't want to make these decisions.

I don't have an exact answer for you. I can say, however, that you should use your best judgement when making these decisions. Obviously, you don't want to say 'no' and have a client cut out on you. But you don't want to offer sub-par service or cheat yourself out of money, either.

What I would tell you to do is to set-up boundaries with your clients right before they sign with you. Don't allow yourself to be put into this position right off the bat. Note in all contracts that you are setting up the Scope of Work "as is" and anything else will either be charged at a certain rate or will be referred out to a partnering company better equipped to handle the request.

I wish everything was black and white when it comes to PR services, but it isn't. These things come up and they do so often. So, set boundaries ahead of time and visit each scenario on a case-by-case basis.

Until tomorrow,

Velma Trayham

Client Rewards & Publicity

I recently spoke to a client who asked why she wasn't rewarded with gift cards and so forth. Hmmm. It is an interesting marketing concept and a lot of retailers use this tactic. I put some thought into it and then decided to write my response here.

Here's the deal, rewards are not really rewards when it comes to services. Most of the time, clients are paying extra money for their own rewards. For example, I know one real estate provider who gives his clients a free iPad Air every time they buy a house through him. Wow, what a deal, right? Wrong.

You see, in my real estate friend's contract, he adds a $1,500 "marketing fee"- even on sales. So, essentially, his clients are buying a home, an iPad Air, and giving him a few extra hundred dollars profit. Is this really a customer reward or customer appreciate gift? No. It's a warm and fuzzy self-funded way for customers to feel good about selecting the Realtor to do his job.

Sure, I will send clients a gift-card for coffee here and there, but never out of their own contract and never as an expected gift. I believe in providing results and customer services that exceeds expectations as a real reward for my clients. It has worked, as they keep coming back.

So, today, as we hit the midweek point- ask yourself how you are really rewarding your clients. Are you buying their affection using their own money? Or are you setting the bar and then exceeding their expectations?

Until next time,

Velma Trayham of ThinkZILLA 

Writing Fails

I went to a PR conference in NYC recently. I was thinking about the conference the other day when I came across a poorly composed press release. I bowed my head and immediately thought of all of my peers at the conference who would laugh at this.  You see, writing separates the stringers from the professionals. No matter how many connections you have, if you can't write- you will fail. Period!

This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.

1. "At the end of the day"  - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.

2. "I know you're busy" - If you're using this in a pitch or  a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.

3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.

I hope this info helps you become a better writer and understand what separates the true professional from the wannabe.

I'm off tomorrow for the Federal holiday. The blog will return on Wednesday.

Until then,

Velma Trayham

The Networking Event... Is It A Waste of Time?

I blurted out laughing in line at my favorite coffee house today. Why? Well, I heard someone discussing how terrible they felt about heading to a marketing conference next week. He didn't want to do the "go team" thing during any conference activities because - frankly- "that stuff doesn't apply in my day-to-day operations."  His honestly was brutal, his candor made me laugh, and he was 100% right!

Here's the thing, conferences don't have to be a waste of time. Networking events can benefit you. The trick is to know how to navigate these activities.

If you don;t head into a conference thinking about what you will not learn, chances are you will capitalize on the extra time (yes, away from your desk and your clients) to do the following;

Meet new people and potential new employees
Hear amazing speakers and generate ideas for your firm
Crystallize strategies you may have been considering
Forge partnerships with other co-managing PR firms
Learn about new technologies and figure out how to be ahead of your competition
Un-learn bad habits - which happens
Create a notebook full of smart tactics to take back to the office and implement

I think life is all about attitude. Sure, the things learned at conferences will not always fit into your day-to-day operations' plan. But, if you implement them correctly, they can elevate your business overall.

Until Monday,

Velma Trayham of ThinkZILLA

3 PR Secrets EVERYONE Should Know

Someone asked me recently if I had a super tip that would blast them into PR wonderland. Well, I have 3 tips that everyone should know about PR and practice, but they aren't going to "blast you into wonderland." Publicity is a layered approach and it requires practice and the development of relationships. There is no such thing as overnight success- unless you're only looking for 15 minutes of fame.

So, here are my 3 PR tips;

1. You need to be your own brand. Don't let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.

2. Your tag line should be a phrase that explains what you do and why you're better! For example, Burger Kind's is "Home of the Whopper". They sell Whoppers. They are the only company that sells Whoppers. Period.

3. Don't stop selling - it's not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.

Until tomorrow,

Velma Trayham of ThinkZILLA 

Overexposure.... it happens

Overexposure is a very real thing. Publicists often have to walk a fine line when working with co-PR management (film, music, cross generational brands, etc.) to ensure that messaging and promotion is effective and not so heavy that fans or customers feel sickened by it.

Molly Tullis  recently covered overexposure and I feel she captured it perfectly. She said, "In the summer of 2013, the Jennifer Lawrence love affair was at an all-time high. The Hunger Games had come out a year earlier, she won an Oscar for Best Supporting Role in the Silver Linings Playbook, and hit a home-run by saying all the right things about body image and young girls. But by December I was waiting for the imminent backlash. I didn’t have to wait long. Before she could cash her paycheck signed out to Katniss, Jennifer Lawrence was fielding reports that she was obnoxious, ‘everywhere’, and people were incredibly “sick and bored of her.” Ironic that a culture that had obsessively gorged on her girl-next-door charms felt sick soon after. Of course she was everywhere – we put her there. The same phenomenon happened with Reese Witherspoon and Anne Hathaway before her. We loved them, we put them on every cover, we give them sponsorships, and while they’re still walking red carpets, they’re consistently fielding comments such as: “I don’t know why… I just don’t like her.”

Here's the thing- there is no measurement to predict overexposure. It has to be addressed on a case-by-case basis. If you look at Molly's comments above, think about Jared Leto. He won the Oscar. He is in a successful band. He is on every tech magazine's cover right now. He has his own streaming company for entertainers. He is practically everywhere and yet- he has no overexposure risk. I think this is because he is collectively evenly spread out (as a brand) across different mediums that cater to different audiences.

My point tonight is this, pay attention to your measurements and what audiences are saying on social media. The moment whispers start to turn south, pull interviews and reevaluate your publicity plan.

Until tomorrow,

Velma Trayham

Start-Up PR

I'm not sure if I love or loathe new business. I mean this in the most polite way I can. Let me clarify... Start-up companies need a great PR plan, which companies like mine can provide. However, Start-up companies are not typically going to bank tons of press right out of the gate.

The Start-up companies also will not understand this. They don't think in layers as far as press coverage is concerned. They think everyone and anyone will embrace their concept / services and cover them and then they will see an immediate ROI. Well, this isn't true.

Start-up companies should hire PR companies to help brand their message and get them from Point A to the point between Point A and Point B. After the company is established, real media can start pouring in- which takes anywhere from 6 months to 2 years!

A good PR program can gain critical coverage by positioning companies as experts on the bigger picture, which is what Start-ups should be concerned with.

This said, here is what a PR company should be doing for a Start-up during its first year;

• The media look for experts, particularly serial entrepreneurs, who will share their insights on new trends and technologies. A good PR company will take advantage of this.
• Creative and consistent PR tell customers that the business is strong, which is why AP style press releases- even if they aren't picked up- should be cataloged in a media room. 
• Good relationships with the media help Start-ups shape the competitive landscape to their advantage.
• Social media presence.... enough said! 

If you don't sell a Start-up on your PR company within the first four months, ditch them. They are looking for the end of the rainbow when they haven't even started the journey.

Until tomorrow,

Velma Trayham of ThinkZILLA

Writing Content for Google

PR people now have to write for several different audiences, including the public who search Google. But, do you know how to write for Google. Just because you write something for the public and paste it to your blog- or other medium- doesn't mean Google will register it and make it searchable for others to find.

This mean you may have to write a piece three or four different ways to cater to traditional, new media, and Google audiences.  This is the main reason I want to focus today's blog on how to write for Google so your content (or that of your clients) is searchable and visible!

First, develop compelling content. Your content should be relatable to your audience and tell a dynamic story that cannot be found elsewhere. Google likes storytelling! Don't advertise yourself or write about how great your clients are. Advertising content is considered commercial content and Google will kick it out so that you buy an ad.

You also need to be aware of content structure. Google loves images, and it likes embedded links, too.  Make sure you ALT tag your images with title links or key words directly related to the content.

Finally, spend some time thinking about which keywords will give your website and pages better exposure. Test them by typing them directly into Google and see what comes up. Be organic, not over zealous, with your keyword placement and selection.

Need help? You may want to consider co-contracting with ThinkZILLA. I can help you write content that will rank highly on Google!

Until next time,

Velma Trayham

Are You Ruining Your Own Image?

Here's the thing, you shouldn't mix business with pleasure. In the publicity world, this can be very hard to do.  You have to create relationships with people but you have to keep it professional. Does this mean you don't go out for drinks after an event with your co-managers from different marketing and event teams? No. Does this mean you get black-out drunk, make-out with the cute AR from a competing agency, and tell your client what's up via YouTube? Heck, no!

Publicity people can turn on you. I don't care how loyal you think they are. Making friends with other industry insiders isn't advised unless you know that person for at least five years! The same goes for any other industry peers. You need to maintain your professional edge all of the time with everyone, even when out in social situations.

I recently ran into a junior AR who was mortified when her drunken client rant from an industry night went on YouTube and then was sent directly to her client account. "But the video was on my personal FB page," was her explanation to me. Really? And she didn't think the guy from the competing company - the one who wants her client account- wouldn't swipe it off her personal page and pull this trick? Remember, not everyone is PRSA certified!

Always be friendly but professional when working- even at social "after work" events!

Until Monday (yes, there isn't a blog tomorrow- Happy Halloween),

Velma Trayham

Reputation Building & PR

A bad PR move can ruin your brand, even with the best public relations teams on board! So, why is it that Tylenol, Charlie Sheen, and others survive scandal where many others (sometimes worse off or not) fail? Well, it is all about reputation.

I know what you're thinking... there's no way I just used the phrase "Charlies Sheen" and "Reputation" in the same sentence and in a positive manner! The truth is that people love him regardless of whatever shenanigans or Tiger Blood he produces. People still take Tylenol in spite of the major scare so many years ago.

Reputation management has to be built long before a crisis ever takes place. Why? So when a crisis does take place, the crisis communication aspect of publicity actually works. This said, there are three rules every publicist follows when working with reputation management. I've listed them below;

1. First, don't assume people care about your press release, media kit, or other collateral.  Guess what, if the media doesn't spin it or it doesn't go viral- people don't really care, and if they do- only until the next breaking news story comes along. Reputation management is about likability and making people care about you, your client, or your brand.

2.  Second, don't assume what you or your client says can't or won't be taken out of context. It will. Some stringer journalist will look to make a name of him or herself. Make sure you have a plan to deal with these types of reporters ahead of time. Know what you can and can't do when responding to this legally and from a PR POV.

3. Play the relationship / favor card. You will have to bite the bullet here. If you have a really green client, reporters may not see their media value. You may have to trade a feature with a major client to get small clippings for the yet-to-be major client.

I hope this information helps you. Contact me, however, if you have any questions.

Until tomorrow,
Velma Trayham

Do Your PR Efforts Measure Up?

 I recently spoke about the benefits of measuring public relations  efforts. Many PR people are afraid to run a publicity report. Why? The PR report can help you gain better contracts, more money, and more respect within your industry. If you are afraid to run a metrics report then you know you are doing something wrong or under-serving your clients.

Here are a couple of ways to measure PR efforts for you “Do-It Yourself’ers” out there.

1.       Surveys - Ask relevant questions and tally results. Yes, survey results count as part of reporting. In fact, it is a major role if your client isn’t a B2B client.

2.       Scores - Create indices or scoring mechanisms to identify valuable outcomes and results, recognizing quantity (volume of media hits) and quality (scoring for content feature, prominence and mention).

3.       Correlations - Identify correlations between outputs, outcomes and business results. Track public relations events with lead generation (online, email, phone, events) and track public relations events with web traffic.

There are some online applications that can run your social media and clipping reports too, but you often have to pay for these. Yes, they are expensive.

Even if you have to create and keep reporting data in a spreadsheet, do it! Not sending clipping reports or reel reports- heck, any report, can shortchange both you and your client.

Until tomorrow,

Velma Trayham

Journalists Wet the Bed!

I was recently asked by a public relations and communications student if having a relationship with a journalist matters. The answer is yes and no. If you ask a journalist, he or she will say - on the record, of course- that it doesn't matter. The journalist will tell you that everything in life is fair and that they treat every single press release with the same consideration.

If you ask someone like me, the answer is 'yes'. Relationships do matter. They matter because it is easier to call up someone you know and get your pitch moved forward vs. a cold call- or worse- a press release via email.

Journalists can't promote something based solely on a relationship. But, they can vet it based on the relationship. A publicist is a sales person. He or she must sell the pitch in spite of the relationship, which is where a journalist may "wet the bed" in industry speak.  If a PR person fails to follow AP style or is pitching something that isn't timely or has media value, then the relationship doesn't matter. If the publicist has something with media value to pitch, then the relationship does matter.

The truth is, media -in general- has more than 50 shades of gray when it comes to rules, policies, and relationships. I saw trust your gut and always be honest.

Until tomorrow,

Velma Trayham

3 PR Tools Worth Having

Happy Friday. I was recently asked a question about what PR tools are worth having. Well, there are a lot of select from when it comes to publicity tools and apps. However, I will say that the follow three are "must haves" for newbies and seasoned PR professionals.

1. PitchRate. This free service connects journalists with topic experts – such as small business owners – for free media coverage. HARO is good, but PitchRate delivers results!

2. Zemanta. Basically, this is a blog service on steroids. The service will index your marketing content for multiple Content Ad formats. It saves you tons of time and is worth signing up for.

3. Aminstitute.com. This clever website helps you develop the perfect headline for your next release or ad campaign. Oh, it is free too! You want to write in AP style, but you want to capture emotion- this website tool helps you do both.

Until Monday,

Velma Trayham

Wendy Feldman Is Wrong!

I read an article earlier today that really upset me. Why? Well, a well-known crisis management publicist attacked her former client on Twitter. There is a line of respect that should navigate your professional as a publicist- even when you are upset with a client or former client. I always tell up and coming PR professionals to handle unruly clients in court. It is the easiest way to stop them in their tracks- I mean by hitting them in their pocket book.
But I'm not so sure the crisis management publicists, Wendy Feldman, meant to hurt her client when she went on the attack. After all, she is a publicist and in launching the attack, her Twitter followers grew and so did her company's brand. So, was this a strategic move at the former client's expense? I think so!

Among other celebrities, Wendy Feldman formally represented Teresa Giudice of the Real Housewives of New Jersey.  She fired Giudice and then she took to Twitter and spoke with several media resources on the firing.  She conveniently told Page Six, "“This relationship was filled with more problems than usual clients have because of the constant refusal of Teresa to accept responsibility for the smallest thing. This may be due to poor prior advice and so a coping mechanism or just plain denial. In any event, federal prison is no joke and must be navigated with extreme care. In the end that wasn’t done and so the relationship had to take a new direction.”

Clients and publicists will have disagreements. They may even have to terminate the relationship. But, dirty laundry should never be aired. Period.

Until tomorrow,
Velma Trayham

Why You Shouldn't Be Kind!

There are two types of PR clients. Those who pay you to do your job, council when needed, and help promote growth. Then there are those clients who pay you to say their ideas are great, never challenge what isn't working, and sit and listen to them blab on about how great they are.....

The challenge in being kind lies with the second type of client. It is not your job to be kind to clients, although there is a way of saying certain things, but rather it is your responsibility to be honest and deliver the raw truth.  Clients can become very upset when you do this. They may even drop you for a while. Don't give in and be kind. Instead, restate what you said. Mean what you say and say what you mean.

I had one client who was a celebrity. She thought things were not moving fast enough for her in the campaign. We had many prior branding challenges to deal with. Things weren't going to move fast and I told her this when the contract was signed. Two weeks in, she started to call me every day and complain. I had no choice but to not be kind and be honest. She fired me. She fired the next PR firm and then the one thereafter. A year later, she tried to hire me again. I declined the contract.

You want to work with clients who are ready and willing to hear the truth and to do whatever it takes to build their brand and promote growth. You don't want to work with clients who expect you to be the 'yes' man or women. This said, below are my tips for delivering blunt, unkind PR advice.

1. Don't be sorry... be about shine. Don't ever apologize to a client if you have nothing to apologize for. They may want to hear 'sorry' but this isn't something they are entitled to hear.

2. Back up your words with facts and data. It's hard for clients to blow off your points if you can back them up.

3. Have an exit strategy. If you know a client isn't willing to change, figure out how you are going to exit the relationship within the contract's terms.

Until next time,

Velma Trayham

The Publicist Interview

There are times when your client(s) should not give an interview. Often, you will be required to give an interview, or make a statement, to the media.  While us PR people know what advise to give to our clients when handling the media, are we able to do the same? Nerves can get the best of anyone, after all - we are human. So, how do you, a publicist, give a great interview on behalf of a client?

Here are some tips;

1. Don't jump into the interview. Ask for the reporter to meet you 30 min. prior to the interview so he or she can go over a brief history and what is new and up to date. This will help you develop a back and forth with the reporter and shake the nerves out.

2. Drive the conversation, don't answer questions. This is a big mistake for PR people because we are so used to providing facts and figures. If your client is, let's say, on trial- no comment isn't going to work. Here's an example of a great response to driving a conversation versus answering a question.

Reporter: Do you think your client is guilty?

** Don't answer 'No', instead say;

You: Of course not! I believe everyone has the right to due process and, while I know assumptions will be made, appreciate you giving me an opportunity to address the charges.  My client and I's concern is to catch whomever did this and to fully comply with police.  Has your newspaper received any tips?

Yo want to be long-winded. You want to ask as many questions as you answer. You want to be friendly and likeable.  Sticking with yes and no answers isn't always the best thing to do in crisis communication mode.

3. Research your reporter. If you can site certain alike coverage, you will gain the reporter's vanity card and be able to request edits easier, etc. Remember, PR is still a game of strategy.

Until tomorrow,

Velma Trayham

Emails & The Press... What You're Doing WRONG!

I ran into a friend who started to chew my ear off about media response. She said hardly anyone from the press replies to her emails, and- if they do - it usually is negative. You asked me what I thought she was doing wrong. Well, it isn't about what her or you are doing wrong, it is about what you're not doing right.

Contacting the press is tricky. You should follow AP standards but you shouldn't cookie-cut pitches, advisories, etc. Remember, PR is about relationships- not press releases! This said, I have 3 tips for you when it comes to writing and sending emails to the media.

1.  Your focus should be on the subject line. Press members are busy! They are pitched by people they do know and don't know 100 times a day. Plus, they receive emails from peers, their boss, publicists responding to story requests, friends, family, SPAM... their email boxes are flooded. If the email header reads "press release" or "media advisory"... don't bother sending it. You need a subject line that will stop traffic.

2.  Don't BS a reporter. They hate hype. They can spot hype a mile away. If you use any type of promotional verbs or nouns, they will not only NOT cover you- many will put you on blast via social media. Reporters like quick facts and credible resources.

3. Attach this. Reporters are not going to open an attachment. Forget it. If they're interested, they will follow a link. Yes, you need to provide two links in your email. One that goes to the media advisory or press release with more information and one that goes to the online media kit.

Remember, you can mess up on AP style, you can pitch the wrong reporter (who will send it to the right reporter almost always),  and you can accidentally toss in a spelling error or two- and still get your story covered. Journalists can forgive bad style if the story is good. But, if you're not doing the basics right (see above), they will never even open the pitch.

Until tomorrow,
Velma Trayham

Texas Health Presbyterian Hospital has hired Burson-Marsteller

I recently read all the nasty brand hitting Burson-Marsteller  is taking on behalf of its new client,  Texas Health Presbyterian. Wow, what some PR agents have to go through.

Typically, medical clients are a hard sell for the publicity teams who represent them. But, it doesn't have to be this way. In life, there are always exceptions to the rule. While Burson-Marsteller has an uphill battle for its client (which hired a PR firm way late in the game), all is not lost.

I'm sure Burson-Marsteller is going to implement these two rules (below), so why am I sharing them with you? Well, they are PR secrets that only season professionals implement during a time of crisis. Since this is a learning blog, it is important for me to share with both clients and professionals what steps need to be taken during these situations.

First, state a positive position on non-paying clients. Why? Well, there are already racist accusations and poor-hating statements on social media. The medical group needs to make a public statement on how it handles patients with no insurance and cite examples of its quality-control committee reviews in relation to paying (insured) and non-paying patients. This is damage control 101.

Second, host a town hall meeting with employees. Reporters are going to seek out employees to comment. Smart reporters are not going to the PR firm at this point. They want quotes - even if anonymous- to support sensationalized headlines. Reporters will find disgruntled employees to speak with before contacting the medical firm's pr team.   A town hall meeting can help address what would happen if non-aligned statements or concerns leak to the media before internal resources.

Cover ups shouldn't happen, but accidents do. Handling these situations from a media perspective can be a challenge. Remember, control the message and accentuate the positives.

Until Monday,

Velma Trayham

What Would Velma Do?

I want to start a series called "WWVD?" - basically, What Would Velma Do!  I get many, many questions throughout the day on branding and publicity. I want to reserve this series to every Friday. So, let's jump right into it!

Today's question is as follows, "Hey Velma, What do you do when your clients don't understand how to navigate Twitter?"

Answer- simple, education. Many publicists assume their clients know as much, or at least 50%, of them. This isn't true and you have to remember this. Unfortunately, many publicist don't educate their clients on what they are doing and why. First, you should always do this so your clients know your value. Second, you should do this so your clients know what they shouldn't do. I recently had a client who would post on Twitter about their services.... over and over again. This isn't going to get any traction as far as the brand itself and there is no ROI coming from these types of posts. So, I called the client and educated him on how to use Twitter and why.

So, today's thought is aimed at education. When you educate your clients on how to do certain things, or why you're doing certain things a certain way, you prove your value.

Until Monday,

Velma Trayham

PR & Emails

I promise you there isn't a day that goes by you, as a publicist, will not book a media event via email. Gone are the days of setting up conference calls and shared faxes with event planners to work out junket credentials.

This said, media confirmation emails need to be treated differently than regular emails. So, I am providing my top two tips on emailing the media to confirm media bookings.

First, be brief but provide information. We tend to believe people can read our minds... they can't. Press emails shouldn't be longer than five sentences and they should include the who, what, where, why, and how information- always.

Second, follow up. Journalists and publicists are busy people. Sending your email and then re-forwarding it within the same 24 hour period gets under the skin of many professionals. They are not sitting at their desks waiting to respond to you..... so, if it has been longer than 24 hours- make a phone call to follow up. Be polite. If you're aggressive, kiss your media opportunity goodbye.

Until tomorrow,

Coco the CEO

Selling PR - What You NEED to Know

When people don't see the value in public relations, they don't see the dollars they are missing out on. Publicity is a long-term, layered process. You need to build a relationship to be in the game, not just send out a few releases and Tweets over the period of a couple of months.

So, how do you get a client to realize all that you do for him, her, or them when it comes to publicity? Simple, you simply say "yes" followed by "and then."  This tactic has been used for years by Wolves of Wall Street.  It is pretty effective because it tells clients what they are missing out on and helps you upsell all at the same time.

For example,  if a client says to you "I'm not seeing results. It's been four months and I could have done this myself," don't argue with them. For the most part, they COULD have called the media and wrote their own press releases.  Instead, using the 'Yes' tactic will put more into perspective for them.

Your response should be more like this; "Yes, and I can see your frustrations. I'm not doubting your ability to do what I do, but do you really have the time to dedicate to these tasks or  the ready-to-go resources? Results do take time, but let me list what we have accomplished in such as short time....."

The same goes for an upsell situation. For example, if your client states "I love the new Google wire you are working with." Your response should be, "Yes, and I love it too. Did you know we also can run an analytics report and send a follow-up newsletter? It is part of our blanket special right now, which is only an additional $75 dollars per month." 

So, as you head into the week, ask yourself if you are saying "yes" enough when clients are happy, sad, or unsure.

Until next time,

Coco the CEO

Turning Events Into Media Coverage 101

People often believe that because they host a special event that the media will flock to it and blanket it with coverage. This statement couldn't be further from the truth.  Hosting an event means you have to work harder to obtain pre-press efforts and actually get the media to attend the event.

Here are a few pointers on obtaining actual media coverage for your next event.

1. Promote your keynote speaker. Make sure the press knows who is going to speak, what the overall message is, and then send soundbites after the event is over (within 24 hours).

2. Be clear about a theme. When promoting the event (pre and post production), make sure you explain why it is newsworthy and beneficial to the business industry or community at hand.

3. Don't have a self-interest. Reporters will see through awards and acknowledgements in exchange for actual media coverage. Instead, invite them for their expertise on a panel and make sure you include social media interaction as part of the event and conversation.

4. Take an outside perspective on the event. Sure, it is important to you, but why would it be important to someone who doesn't know you? The answer to this question will mean the difference between media attendance and media coverage.

I hope this information helps you secure actual media coverage for your next big event.

Until next time,

Coco the CEO

Worst Phrasing Ever!

Happy Friday! I want to use today's blog post to cover cliche phrasing often used by inexperienced publicists.  Many new PR writers don't understand that cliche phrasing will not only get your press release deleted, but it can also get your firm black listed by the media.  Spelling and grammar errors, content issues, and bad formatting will create buzz among the press.... bad buzz about your company. So, when you go to write anything the press will read, make sure you are not using the following phrases;

"Next generation" should never, ever be used in media writing. You need to promote an actual message, not sell hype. It is the journalist job to sell hype, your job is to sell information.

"Synergy" is way overused. This term creates more cynicism than confidence.

"I’m going to tell you" is a big no-no. Why? Well, because it wastes the time of the journalist. You don't need to say you are going to tell someone something. Instead, just say it in writing and make sure it is accurate.

"In all honesty" is also bad because it implies that anything you say without this lead statement isn't honest. In fact, it shows that you are not honest in general and feel the need to distinguish when you are being honest.

If you avoid these four statements in your media writing, know you will be better suited to compete with other PR professionals.

Until next time,

Coco the CEO

Sending Emails to Journalists

Well, I hope everyone had a great night at ThinkZILLA's Secret Society awards last night.  Now, on to some business.

People often ask me how do they get the attention of journalists via email. There are a few professional tactics you need to use in order to grab the reader's attention, but relationships are always key to getting your email read vs. going in cold.

The first tactic is to ensure your subject line is accurate, newsworthy, and concise. Journalists HATE fluff when it is pitched to them.  So, make their job easier by getting to the point right away without any subjective point of views applied to your subject line.

Next, don't send attachments. Journalists will not open them. If a journalist wants an EPK, he or she will either ask for it or can visit your website to download it.

Don't put a press release inside an email. Journalists hate this. Instead, send a media-relevant pitch that quickly links to the release should the reporter require further information.

These simple tactics can elevate your email to a viewable level with many press agents.

Until tomorrow,

Coco the CEO

Rolling Out Magazine & The Secret Society Awards

Check out my interview in Rolling Out Magazine here: http://rollingout.com/business/marketing-branding/the-secret-society-and-thinkzilla-pr-host-first-annual-media-awards/#_

Client Contact

Client contact is so extremely important when growing and running any business. In the PR world, however, it is essential. You don't want to seem fake or phony when contacting clients who you haven't been in touch with for a while or who you no longer do business with. So, how do you create or re-establish valued relationships that could turn into long-term business? Easy, just use my 3 surefire tactics!

#1. Set up a Google alert. People tend to over complicate things. Every single time you pitch a potential client or do business with a client- setup a Google alert in his or her name and one in their company's name. The first thing you should do every single day is scan your Google alerts and then send an appropriate email or make a phone call on this subject. I would do this once a week. It avoids being generic and shows the customer you do care.

#2. Be a giver. I know so many people who refuse to spend actual money buying noteworthy gifts. Hey, they work. Why would you skimp on this? If I don't hear from a former client in over two months, I send them a $25 Starbucks gift-card. Yes, I do this every two months regardless if I hear from him or her. Why? Because in the long run, it works! Rewarding clients for doing business with you, beyond giving them a stress ball with your logo on it, is a proven ROI generator.

#3. Keep a secret note stash. Yes, if a client is talking to you about one thing and says, "Excuse me, my daughter Trish just called. Let me call you back," then excuse the call but write down that this client has a daughter named Trish. Next, schedule yourself to send your client something for Trish the following week.  Again, tie in the giver step.  If your client had a death in the family, send flowers. If your client mentions trying to lose weight, send something that compliments this goal. Be personal without being obvious. Remember, the devil is in the details.

I truly hope these three tactics help you improve client contact and - eventually- your profit margin.

Until tomorrow,

Coco the CEO

Marketing and PR

I want to start the week out talking about marketing and public relations. There is, as I stated before, a big difference within these fields- even though they work in tandem.

Marketing people have to shop products and services and pay attention to statistics and ad buys. PR people work with media outlets to help the public understand and spread a "word of mouth" campaign to promote products and services.

Recently, there has been a mesh of these two industries. And while I agree that there are now four segments of publicity (paid, perceived, social, and traditional), there are also four segments of marketing (paid, perceived, social, and statistical).

The problem I see with new PR people seeking my help is a "one size fits all" attitude.  You can't do it all. You need to stick to one side of the field and work closely with either your publicist or marketing counterpart-especially if you have multiple clients!

Spreading yourself too thin is becoming a big problem, especially in the publicity and marketing industries. So, as you head into this week- make sure you are not spreading yourself too thin. Make sure you are staying on your side of the field in order to best serve your clients.

Until tomorrow,

Coco the CEO

Velma Trayham's Top 3 Website App Picks

As a publicist, you will be expected to help rebrand the visual representations for your clients. Many clients do their own websites and have their vision in mind, not what clients are attracted to- or may even expect.  This is why I am listing my top 3 website development apps that will help both you and your client find common ground when developing a website.

1. NameMesh.  Your clients may want their names to be their domain. This is great if your clients are famous. If your clients aren't famous, this will kill their searchablity and SEO. So, if you have a new client who is a corporate speaker named Jill Ann Smith, setting up a a domain that is 'JillAnnSmith.com' or 'JillAnnSmithSpeaker.com' is going to kill the client's web presence. NameMesh can help you put in key terms and develop an SEO friendly domain name. In Jill's case, I would suggest 'topworldspeaker.com'.

2. Asana. I love this app because you can start using it for free! This is a task management app that works for both teams and for individuals, Asana not only allows you to stay connected with those who you are working with, but allows you to stay connected to the things you are working on. This is perfect for working on creative ideas together with your clients, and your design team, to develop a great website!

3. Bliss Control.  If your client has tons of social media accounts with misc. branding on each one, don't panic. Bliss Control allows you to update, delete, navigate through, and design all of your clients' social media accounts at once!

I hope these app suggestions truly helps you to design an amazing website for your clients.

Until Monday,

Velma "Coco the CEO" Trayham

Oh No, Not "That" Client.....

I was recently visiting a friend who is also in the PR business. Her assistant interrupted our conversation by using the speaker on the office phone to announce "Judy, it's THAT client for you." My friend, Judy, looked at me with a sense of defeat, shrugged, and regrettably answered the called.

I watched in horror as Judy wrote frantically on a note pad, rolled her eyes, and pretended to point a gun (using her finger) at her head. She really didn't say too much during the phone call, occasionally replying with an "uh huh" or "ok".

Judy hung up the phone and said, "great, more demands that I will not be able to meet."  What! I couldn't believe it. Then why state "ok" or "uh huh" to the client? I thought I knew Judy better than this.  No wonder her client wasn't happy. No wonder Judy regretted these phone calls. Judy was setting the client up to fail by agreeing to the impossible!

My point today is not to set up yourself, or your clients, for failure by over promising and under delivering. Further, if a client has outlandish expectations- tell him or her. The worst thing you can do is say you will make it happen or imply that there is even a possibility that the impossible may be possible.

35% of our failure as publicist is over-selling what can't be achieved. Every single client wants to be on Oprah. Don't believe me, ask them!  It is our job to explain that Oprah, while amazing, isn't within the realm of reality- especially if the client is just starting out and needs to grow their accolades and pay their dues when it comes to stringer media. Don't get me wrong, lightening does strike- but not very often.

Be upfront with your clients and you will not have to take calls in true Judy fashion!

Until tomorrow,

Coco the CEO

When the Media Turns

There is a saying in the PR world that "no person in the media is a friend of the media." I laugh every time I hear this because it is so true!

Members of the press can be your best asset as a publicist, but they can turn on you quickly. If you deliver an exclusive to a different press agent, upon a client request,  your friend will quickly turn into a foe.  Further, if you invite the media to cover a client and then you have to cut them off, they will get upset.

So, how do you handle the media when they start to turn on you or overstep their boundaries? First, you need to act quickly and accurately. If a media person is upset with you, or you get the vibe he or she is upset, approach them in writing. 

Here's an example:
"john, I noticed today you seemed to avoid me at Client X's press junket. I wanted to touch base with you because I value our relationship. I hope you truly were not avoiding me, but if so- would like to take you to lunch and see how we can move beyond any challenges. Please let me know if I did something wrong or if you were simply busy."

Women have trouble being direct and there are a lot of female publicists.  This said, being direct is the best policy when you suspect trouble with the media. So, be kind and be direct.  Offer a neutral tone when addressing the press and extend a solutiuon first.

You also want to keep emotions out the mixture, which is hard. We are all human. Well, journalists today love to beat up publicist in social media forums. Why? We are paid better and we get to pick and choose our clients. Journalists don't and many of them regret this. So, when a publicist sends out a release with errors  or denies a press credential, many journalists are starting to call them out via social media. This can really make you mad and encourage you to go on a rant. Don't!

The worst thing you can do as a publicist is get emotional with a press member. Instead, make a concise public statement, like this:
"I saw John Doe's comment on my unfortunate spelling error today. It was a humble reminder that I am, in spite of my inner-dialogue lol- human! I have to work harder to catch these things as they go out, but I'm sure those who have been in my boat before understand." 

When the media turns on you, your career can be broken with no coming back. Follow the rules and examples I noted above, and you will be better suited to deal with crabby members of the press and people who simply don't like you.

Until tomorrow,
Coco the CEO

The Smart Publicist

Being a publicist means you will have very little time to attend to yourself, but you need to.  I wanted to cover starting the day out to nurture yourself before you head to work to go to bat for others. So, here it goes!

First, you need to wake up 15 minutes earlier tomorrow than you did today. Why? To workout. Even if you already head to the gym at a different point in the day, wake up early and do 15 minutes (no more, no less) of jogging or walking around the neighborhood - whatever. Make sure you add this to your routine because it shakes off any extra glasses of wine from the night before, as well as helps to get the creative juices flowing.

Second, say two things out loud that you will get accomplished today. Why? Self affirmation is very powerful. People will screw up your schedule to be quite frank about things, just ask any PR employee. If you say two things out loud in the morning that you need and will get down, chances are they will be accomplished regardless of any schedule interruptions.

Finally, knock off any phone or in-person meetings that don't need to happen. People tend to spend more time talking about doing things vs. actually doing them. Meetings are a huge distraction in many cases. If a meeting isn't going to accomplish a decision during its capacity, skip it or cancel it. You should only call or attend meetings that 1.) stay within the time frame scheduled and 2.) will accomplish something by the end of the meeting. Discussion meetings are not needed. You can shoot a short email to a group of people and read their feedback in less time then it takes to actually walk to a meeting or call into one.

I hope this information helps you get ahead on what can be a great work week!

Coco the CEO

Publicity and Event Marketing

Many people believe PR people are also event people. Well, this is true to an extent but there is a difference. A great event coordinator will work with the press agent to ensure the details of the actual event are carried through. There should also be an event promoter to work to promote the actual event.

Now, when you read this- don't think that an event promoter does the same thing a pr person does for the event. Here is the difference; an event promoter is out on the streets. He or she deals with the the public to get them informed about the event and promote ticket sales. A PR person has to get the media to pre-cover the event, cover the actual event, and then write a post-event review. While the PR person and the event promoter work for the same reason (seats in the place), they have two very different roles.

And again, the event coordinator does nothing as far as getting people to the event. Instead, the event coordinator staffs the event and makes sure all vendors are on point so there are no hiccups at the vent.

If you are thinking about getting into event PR, you have to chose your position carefully. Think about what part of the event excites you the most to deal with and then go for the gold.  If you have an event coming up that needs promotion, make sure you have your PR position covered, an event coordinator position covered, and an event promoter person working.  These three people will make sure any event is well promoted, publicized, and executed.

Until Monday,

Coco the CEO

The Art of 'No Comment'

The phrase "no comment" is an ongoing joke in the PR world. I've never met a publicist who had nothing to say. I've met clients who use "no comment" as a way to rev up interest, but I have - to this day- never came across a media adviser who refused to talk about a subject either on or off the record.

I bring this up today because I overheard another peer with a problem. She was planning on using the "no comment" phrase to make the issue go away. First, the "no comment" statement will only drive the media nuts and make them insist on getting a reply. Second, using "no comment" as a publicist means you are not doing your job!

It is your job to communicate information accurately and on behalf of your client. The client can use the phrase because 1) he or she wants to drive further press attention and/or 2) he or she doesn't know how to handle the media directly and will wait for you to make a statement.

Any publicist who relies up on the phrase "no comment" is going to make a bad situation worse. Think about the recent Beyonce / Solange elevator incident. If Beyonce said "no comment"- there would be no problem. If her publicist said "no comment" then it would validate what everyone was thinking.  The publicist had to give a statement, which she did. You can read it here:
http://www.cnn.com/2014/05/15/showbiz/celebrity-news-gossip/solange-jay-z-beyonce-statement/

My point today is this, don't rely on "no comment" to deal with hard situations that your client may have put him or herself into. Address things head on and they will go away quicker.

Until tomorrow,

Coco the CEO

PR and Contacts

I want to talk today about public relations and contacts.  Our business is based on who we know. We have to build relationships with reporters to get our clients ahead in the media world. But what happens when you leave a PR company or stop working with a subsidiary PR company?

Someone recently asked me if there is an unsaid blackball when PR companies separate from one another. I spoke about , earlier in the week, how PR companies often have to work with one another for the benefit of an event or client. However, when these projects go away or the clients move on- it is true that PR companies can block one another from obtaining media via shared contacts. So, how do you avoid this?

Share your leads, don't copy the other PR agency, and make sure you are giving as much as you are taking from the relationship while the project is still going. Yes, it is this simple. PR people are competitive. If you copy their content, bylines, websites, etc. - or you borrow contacts - and you don't reciprocate in the relationship, be prepared to be blackballed from getting your pitches turned into actual coverage.

So, today, think about the other PR companies you are working with for the interest of an event or client. Then, think about what you take and what you give in the working relationship. If you are not giving as much as you are taking, it is time to change the dynamics of the relationship.  On the other hand, if you are giving and not taking- turn the tables.

There has to be balance within the PR contacts world. If not, resources get bitter and people get blackballed.

Until tomorrow,
COCO the CEO

PR Stunt to Sell Tickets?! No, It Can't Be....

The oldest trick in the PR book is to start a controversy to create news for yourself or your client. I bring this up because Beyonce's father just stated the divorce rumors surrounding his daughter were self-created to sell tickets.

The New York Daily News wrote this tonight, "Mathew Knowles is claiming Beyoncé and Jay Z's divorce rumors are all a bid at getting more bills, bills, bills. The superstar singer's dad and former manager opened up about his daughter and son-in-law's supposed marital woes on the "Roula and Ryan" Houston radio show on 104.1 KRBE earlier this week. "It's called a Jedi mind trick," he said. "The Jedi mind trick fools you a lot of times." - Read more: http://www.nydailynews.com/entertainment/gossip/beyonce-dad-mathew-knowles-divorce-rumors-sell-tour-tickets-article-1.1920503#ixzz3CsGWqU2G

But why would Beyonce and Jay Z need to sell tickets? Isn't their tour going well enough? Yes and no. The tour has tickets at not-so-friendly recession prices. Between tickets, merch., and drinks, two people can easily spend in excess of $500 to go see the concert.  Those numbers mean a lot to people making between $11 and $20 dollars an hour. But, if this concert then becomes one of the last times you might see Beyonce and Jay Z together, for fans, the ticket price because "doable" given the possible circumstances. Don't forget that Kid Rock recently bashed entertainers, like Jay Z, who are charging outrageous amounts of money for concert tickets. Rock performed all last summer with ticket sales at $20 a pop. The tour did quite well- all in the same of bashing Jay Z!

So, why not use the oldest PR trick in the book and have Jay Z create a conflict that would benefit Jay Z and Beyonce? If what Mathew Knowles claims to be the truth is right, then Jay Z has just pulled off one of the greatest PR tricks known within our industry.

Until tomorrow,

Coco the CEO

Pr and Permission

Today I want to talk about permission. It is a huge public relations issue. Why? Not all PR companies obtain permission when working on co-events or co-accounts to use certain photos, comments, namesakes, etc. This can get you (either as a publicist or a client) into a lot of hot water.

Not everything on the internet is public domain. Also, if you are going to advertise a guest speaker or a celebrity endorsement, you better have written permission to do so beforehand. Otherwise, you will be sued and your brand can be destroyed.

There is no "sure fire" when to check if something is public domain or not. If a celebrity gives a quote to a certain magazine, you may have to reference the magazine before you can republish the quote because of exclusivity rights.

The best way to offset a potential permissions issue is to do the right thing and seek it out before publishing. As professionals in the PR industry, we should already know that if there is even a minuscule chance that a news release will need to be retracted, we can't send it out. A newswire – press release or news newswire – can’t have all of its affiliates and syndicates retract your story once it’s published.

All this said, don't every obtain secondhand permission or permission to use anything over the phone. Send an email or a letter and make sure you have a clear response before going forward.  If you release something too soon,  you will be liable and after the lawsuits have been settled- the internet will still show traces of the content and/or press release.

Until tomorrow,

Coco the CEO

When PR Companies Forget They're PR Companies

I had to deal with a PR company recently that really upset me. It isn't uncommon for PR companies to work together on a shared interest. Many movie companies have a PR team and then the actors in the movies have different PR people... the finance people, ad companies, music contributors- they all have their own PR people. All these different PR agencies and publicists have to work together for the movie. Scenarios like this play out across different industries on a daily basis. No biggie right? You'd think so, but the answer is 'no'.

My recent and upsetting encounter was for a celebrity chef. I co-manage the chef's business dealings. He is on TV. He gives plenty of interviews for the program he is staring on. The production company for the major network brought in a subsidiary agency to help with the TV part of the PR efforts. Of course, as the main co-manager, ultimately the branding decisions on the final credential and story request lists are screened and approved (or disapproved) by me.

The new agency had two women working for them that obviously were not only new to the PR world, they were trying to make a name of themselves on the back of my client. This client could make their company. Quickly, they started to move in and try to discredit my recommendations to my client and overruled some of my decisions on media interviews. My client, who loves me, knew better and laughed them off. In fact, the agency was let go at his request. What's my point?

Publicists aren't the talent. They have an obligation to put their clients first with the media, not make the media cover their own accolades as a result of the client.  They have an obligation to work for the better goal of the client, not try to discredit or interrupt the other agencies or publicists on the contracted team.

You will run up against PR agencies that want to make a name of themselves on the backs of their clients. They will undercut efforts, steal copy, borrow ideas, and chat up media outlets for self-influenced coverage. If you feel you are dealing with one of these types of contracting agencies, address the concern with the main client and whomever is also paying the bills (which is often two different outlets). Set up a mediation and a contracted "expectancy" sheet in order to move forward.

While my recent experience was upsetting, it isn't uncommon for PR people to confuse the celebrity of their clients with their own fame. This said, if you always work to promote your clients - success will follow.

Until tomorrow,

Coco the CEO

PR- The "Trendy" Business

I heard a man state that owning a PR company was the next big thing for people who don't have any other career options. I looked at him in his eyes and laughed. This couldn't be further from the truth and showed just how ignorant he was!

A publicist has to wear many hats. Client counselor, media negotiator, sales agent when pitching, writer, designer, mediator.... the list goes on and on. The owner of a PR agency has to absorb even more responsibilities and wear even more hats! Us PR people have to work in many capacities. In fact, we do multiple jobs.

What he did say about PR being a "trendy" field to get in to was true. Many people think this job is easy. They think it will make them famous or a quick buck using an eBook as a venue.  I also know many female PR reps who are only in the business to meet celebrities (AKA next boyfriend) and that is really wrong, but it is true. There are a lot of celebrities out there who married their publicists because of this scenario combined with the amount of time traveling PR reps spend with their famous clientele.

While PR may be a "trendy" business to get into, only the strong and those who can deliver results survive. The rest, well they fade out like many celebrity marriages. They either can't maintain client happiness, can't product results, or simply can't stop promoting themselves vs. their clients.

Until tomorrow,

Coco the CEO