The Worst PR Moves – Ever

I give a lot of advice when it comes to marketing, publicity and branding. Hey, they go hand-in-hand. I recently was asked what are the biggest mistakes one could make when working in the PR field or as a PR client.  I’ve listed them below for you as this was a GREAT question.

1. Photos, photo and more photos. Don’t rely on photos to make a brand. They have models for that.  People want substance, especially reporters. No one is simply going to cover you or your client because they have nice photos. PR doesn’t work this way. Yes, you need a photo to go with your media kit, etc. but these photos shouldn’t be the cornerstone of your campaign- even if you are an entertainer.

2. Responding to the media via text.  This is a huge no-no, even if the media rep sent you a text. It is always better to call. Even if you get a VM, put a voice to the name and leave a message and then respond via text.

3. Never, ever say anything bad about anyone to the media.  This will be the first thing quoted out of context at a later date. It is the same rule as liquor. If you are photographed with liquor and arrested years later, guess what photo the media will run. So, stay away from anything negative- even when responding in crisis communication mode.

Until Monday,
Coco the CEO

Publicity Shouldn’t Be Your Only Bet

Public relations has its place and purpose. It plays a vital role in the development, management and expansion of any brand, business or person.  However, public relations isn’t a sure thing. In fact, the field alone is laced with changing editors, breaking news, media value concerns, etc.  And since not every press release will pick up print  or media aspects, you will need something to help complement your efforts for exposure. 

This is where marketing and straight branding come in, and these are practiced arts that require meeting specific industry standards. Not sure of the standards? Then you have a bigger problem. I can help! 

Marketing requires A/B split tests, social media placements and strategies – sometimes even ad buys. Branding requires event invites, hosting press conferences, photography, psychology of color aspects and much more.  Luckily, I have experience within the publicity, marketing and branding fields. 

If there is one thing I want my readers to get out of this blog post is to understand it is a big world out there. If you are only thinking about obtaining pr services, know you are only fighting with 1/3^rd of the sword. You need a layered effect with lots of time to make a big impact. Look at most entertainers. Many of them work for years before getting long-term success. 

Until tomorrow, 

Coco the CEO 

The Field of Dreams

I wanted to write about branding and public relations today from a customer’s point of view. I feel it is important for me to do this so other publicists, and potential publicists, understand that the PR field isn’t a field of dreams and endless editorial options.

The PR game, for the most part, is all about who you know and who your clients are. The better the client, the easier media attention comes.  Clients who can’t see past their nose with demands, expectations that are unrealistic, or whom no nothing *but everything* about the business will hinder your ability as a rep.

My friend at GolinHarris recently said, “Today’s PR world isn’t a field of dreams and building a great campaign doesn’t mean your audience will come. In fact, people who are affected by an issue and motivated to take action on it often don’t do so. The reasons are varied but it could be because the campaign hasn’t truly reached them.”

This is so true. So, from a customer’s point of view- you are challenged right off the bat. You are expected to deliver media when it may not be possible. Since there is money on the line, the pressure will build. Is this really a career you want to be involved with day in and day out? When the fame comes for your client, the answer is yes. Most days, publicists are viewed in the same light as lawyers by their clients, the media, their peers, etc.

You have to understand your clients will feel they are not getting enough media 24/7- even when they are famous and complaining about the media know that they will not have enough of “the right” press covering them.  Don’t let this stop you from being an amazing publicist, just be realistic about your approach and let your clients know what your approach is and most likely a media gain will take a long time happen and then slowly grow from there.

Until tomorrow,

Coco the CEO

3 Sins of Branding

I am a branding expert.  My credentials speak for themselves. I was asked a question over the weekend by a peer in the public relations field. The question had to do with the theory that there is never a bad review or such a thing as negative press.  My peer wanted to know if there are, in fact, branding sins. Well, the answer is YES!

There is such a thing as negative press.  It will impact your media value and that is a bad, bad thing.   The first branding sin is constant change. Some of the biggest brands in the world change to keep up with trends and the times but they are subtle and not noticeable.  Constant major changes to your logo, your image, your website – these all look like acts of desperation within the media realm. Avoid these pitfalls if you can.

Another sin is a constant change in PR staff. I know many clients who don’t obtain immediate fame and are on to another “bigger and better” publicity firm every couple of months. Well, why wouldn’t they obtain traction and press? Not only are they going to obtain a reputation as difficult, but they are going to be seen as looking for someone to create fame on their behalf instead of earning it. No respectable PR firm wants a client like this.

Finally, the last branding sin I see far too often is the non-authentic brand.  For example, made pop stars don’t last because they are molded, not born.  People who portray their image through photos but can’t deliver on products or within interviews will never do a well-created brand justice. This is why it is a sin. Your brand should amplify what your product is or who you already are. If you are trying to be something you are not, and build a brand around it, you’re dead in the water. You may obtain a few pieces of press here and there but nothing that will sustain a career!

Until next time,

Coco the CEO 

Working with the Enemy

We’ve all heard of the movie ‘Sleeping with the Enemy’, right? Well, what if you have to work with the enemy. There is always going to be someone within the office (or your company) whom you dread working with. From personality differences to professional differences, no one gets along with everyone all of the time. However, you do have to overcome differences in order to keep your job or your business.

My best advice is to gently exploit your arch enemy if kindness fails. This doesn’t mean go after him or her or their job, it simply means make it noticeable, nicely, to your boss or other employees what this person is doing wrong.

For example, if the person constantly forgets to put in a proper computer code- you may want to send out an email stating “I know Tasha keeps entering “z” into the “y” spaces.  Don’t worry, I had some free time to go in and correct all these mistakes as I am sure Tasha didn’t realize the error and I wanted to be a team player.”

If someone truly is becoming a rival, it has to be addressed. Sometimes a face-to-face can make it worse so polite exploitation may be the right way to go. Use your best judgment but also play fair. Don’t look for trouble unless you are pushed.

Until Tuesday (Happy Memorial Day everyone),

Coco the CEO

People Like These Words, Use Them & They Will Like You!

Ever notice how people are attracted to positive people. It seems very obvious that we gravitate to people who are pleasant and upbeat. There are scientific studies that prove we, as humans, like happy, pleasant people.  So, my gift to you today – blog reading audience- is a lesson in how to use nice words to get people to like you more.

People want to hear “please” regardless of the request. It is a common courtesy often forgot in today’s demanding society. Don’t forget to use this word often. It is important to how people perceive you. Remember, it isn’t what you say but how you say it.

“We’re in this together” is another great term when addressing challenges.  Instead of dictating solutions or calling out orders to your team, try using this phrase for better results and to show you own the challenge along with your team.

“Let me get this” is a great term when you are trying to make a good impression or want to allievate stress from someone’s life. Regardless if you use the term in reference to a two dollar cup of coffee or to help out with a multi-million dollar project, the phrase is designed to nicely show someone that you care and are willing to help out.

Try inserting these three phrases into your vocabulary for the rest of May. I can ensure you the results are worth their weight in gold.

Until tomorrow,

Coco the CEO

Miscommunication is Contagious

I use to think Miss. Communication was an employee at one of my companies.  Whomever this Miss. Communication was, she caused a lot of internal issues that bled out externally. Well, here’s the deal – we are all Miss. Communication at one point or another in life and in business.

If you want to avoid simple or major miscommunication blunders, simply start by closing the door when having discussions in the office. Most gossip starts when one employee overhears you starting something to another employee in an office conversation. Either they walk by and catch the very end of a sentence or they are not there for the entire conversation to consider context. So, avoid open ears creating lots of problems by simply shutting the door when speaking one on one with someone.

This brings me to my next point, speaking one on one. Do not email anything that is considered important to someone you can meet with face to face.  People can interpret tone wrong in an email or text message, which will lead to huge issues that don’t need to be blow up.  Or, if you are going to say something terrible, you don’t want it in writing.  You do want to say it in person so you can address the issue, find a solution and move on.

Try to avoid a Miss. Communication from appearing and carrying stories in your office by simply communicating properly.

Until tomorrow,

Coco the CEO

Gain Respect!

R-E-S-P-E-C-T is easily said than earned or given.  So, if you feel you are having a respect issue in your daily work or home life, keep reading.

Respect is earned. You cannot buy it, give it away or keep it once you have it. You have to work at gaining it, keeping it and you always have to be mindful of it.

If you want to earn respect then you must define your values. I knew a woman who kept complaining that she was treated like – well, I can’t use the word here. After speaking with her about what she thought she was doing right with men, it turns out she was sending all the wrong signals and setting herself up not to be respected.  A big part of respect is letting people know where you stand and what your boundaries are.

The second part of respect is enforcing these boundaries. If someone knows you stand for a certain moral viewpoint and they run over you for it, what do you do?  If you do nothing, respect isn’t earned or can’t be maintained. So, it is important to hold people accountable and hold yourself accountable when it comes to matters of respect.

Still have questions? Contact me. I am available to consult with you on matters of respect in business and respect as an entertainment brand.

Until tomorrow,

Coco the CEO

Do People Like You?

I overheard an argument in a coffee house this past weekend. Two people were discussing how being likeable helps in business. The funny part was the flip side of the argument. Many CEOs are not likeable people. In fact, they tend to be very matter of fact and stern. Does this get them any further? It was an interesting question to propose.

I don’t think there is a definitive answer. I do believe, however, you get more with honey versus using vinegar.   To be likeable you have to possess empathy and be able to relate to other people on their level. Strong CEOs typically don’t possess this trait but it doesn’t make them bad people.  The companies that do have CEOs with empathy tend to be the companies with the happiest employees, so there is something to be said for being empathic.

Another likeable trait in leadership is reliability.  If you say you are going to be somewhere, show up. If you say you are going to do something, do it.  Backing out on your word puts a sour taste in anyone’s mouth and it the number one reason people don’t like someone. So, make sure you are following through on all commitments and all promises.

Likeability isn’t inherited. It can be learned. I would think about this article this week and really decide if you want to be a stern leader (which has advantages and disadvantages) or a likeable leader with happy employees.

Until tomorrow,

Coco the CEO

Success Mid Adversity.

Every hear the phrase “everyone has something”?  Well, it is true. Some people, however, have a harder crack at life then most. So, what do you do mid-adversity when you are striving for success but all your environmental factors are predicting failure? Well, keep reading.

You should always start to beat adverse circumstances by gaining the support of a mentor.  It is humbling but mentors can offer you advise, resources and suggestions not found anywhere else. They are invested in your success and are a second pair of eyes when dealing with stressful situations.

Next, outwork everyone. This is hard to do but it is needed. If you put hard work in versus thinking you are owed something because you have been dealt a bad hand in life, it will pay off.  Attitude is everything. I suggest you keep your head up and grin and bear it.  Work longer then everyone.  Volunteer to work on your days off.  Spend most of your time dedicated to building your brand and working at success then complaining about your life’s circumstances.

You don’t have to be a victim of social predictions.  Work hard, find a mentor and stay focused if you want true success- which, by the way, will not happen overnight.

Until Monday,

Coco the CEO

Paying Bills without A Profit!

Here is a subject that everyone hates – paying bills. More so, people who have just launched a business, and are not seeing a profit, can’t stand paying bills with no cash flow. Hey, it is understandable. That’s why tonight I want to talk about how to pay bills for your business before the cash is rolling in.

First, consider taking on a part-time job in your field before taking out a loan. This is the best way to avoid heavy interest payments and to meet new clients.  I knew someone who went into the cookie business. She had to work weekend at another bakery. She didn’t share her recipe, but she did take note of certain companies who put in regular large orders. When she didn’t need the part-time job anymore, she knew the clients already and called them to work new deals with her bakery.

Second, avoid selling stake. Yes, if you want to sell a small stake of your company to gain fast cash to pay bills for a year or two- do it. However, make sure you have an attorney ink the deal for you so there isn’t any baiting and switching going on via the buyer of the stake. You want to protect your interests and your input, something easily lost in stake sales.

You may have to take a loss on your P/L statement if neither one of these options is feasible. However, if you can – the first option is always the best option.

Until next time,

Coco the CEO 

Two Things Business Owners Have in Common- Always

There are certain traits business owners tend to have in common. However, there are two traits successful business owners always (throughout history) share. What are they?

1.       They don’t expect to have a perfect  product / service out the gate. They launch and then the adapt or back into a business plan based on concept to sales.

2.       Sustaining war. Yes, people who are able to sustain a clear vision of what they want to do, what their brand represents, and who can stay the course when everything else has gone wrong and everyone has abandoned them (and they will) come out on the rainbow’s side.

So, if you want to almost guaranteed success you will need to know your first attempt at selling a product or a service may indeed sell- but it will not be perfect and sooner or later you will have to adjust some things to grow. Second, you are going to have to beat the heat.  The battle will come and you will be pressured to give up and to go to work for someone else almost daily – especially when a breakthrough is near. If you don’t give up, you will thrive.

Until tomorrow,

Coco the CEO  

Signs of Rockstardom

There are some great traits people display in person and in writing. I wanted to point out these traits so if you want to hire someone or if you have someone on staff, you recognize them for the  amazing qualities they possess.

Problem solvers.  If you know one of your employees is a strong minded, fiercely curious, and tenacious problem solver, he or she is deserving of notice. This employee will be your best advocate and you need to keep him or her happy. Problem solvers often possess enormous amounts of integrity.

A proven ability to get things done.  Take a look at all of your employees. Which ones are consistent in accomplishing tasks with little oversight? And, which ones not only get things done but get things done correctly? Finding great employees isn’t as easy as everyone believes – even with applicants being a dime a dozen. So, if you have someone on task who can take care of business, keep him or her in your business!

Kicking butt at work isn’t always easy. Finding employees who are goal orientated and work with integrity is special. Make sure you praise these people and keep them around for a long, long time.

Until tomorrow,

Coco the CEO

Recovering From A Mistake.

It happens. We make a mistake and then we beat ourselves up about it.  Sometimes, however, others tend to continually beat us up over mistakes. Why? We are human. We should easily forgive as no one on Earth is perfect. It is hard to recover face from mistakes but it is possible. Here’s how; 

I tell everyone in business not to make immediate decisions after a mistake is made because they are usually rash decisions. Instead, don’t make any decisions for the next 24 hours.  Use this time to take a deep breath and let the emotional pain run its course. People now at days want to recover and cover quickly but that can lead to a bad situation becoming worse. There is no time limit on recovery so make sure you take the time to recover properly – not hurriedly. 

I also tell people to admit the mistake first versus being “found out.” Stating you know you screwed is lessens the possibility for speculation and gossip. Look at James Franco’s latest social media mistake. He publically asked a 17 year old girl out online. Did he run from it? No. Did he take down his Instagram account? No. Did he go on television and admit he made a mistake, yep! And his career isn’t harmed at all. 

Here’s the link to the James Franco video:  https://www.youtube.com/watch?v=jWQGECiTpOE

My point today is to take things slow as far as reacting as long as you admit you made the mistake. Get ahead of the mistake and you are ahead of the game.

Coco the CEO

More Profits, Less Costs

People are always wanting to know how to get bigger profits without putting in more work. Well, you should work hard to earn hard. But, if you do need to find ways to obtain a better profit margin- then I can help!

The first area is to investigate turnover when it comes to employees. It costs more to hire and replace an employee then it does to properly train an employee. So, I suggest you try your darndest to keep your staff in place and implement training programs versus paying unemployment and rehire costs. This will keep your margins low and feel like you have more profit on sales.

You also should eliminate unnecessary expenses when it comes to insurance. Eliminating these costs will boost your profit margins greatly.  Shopping around and purchasing through buyers groups is a huge help when it comes to keeping costs low.

These two small changes will help you achieve a better P/L and let you keep more of your money.

Until Monday,
Coco the CEO

Selling - The Art of Staying in Your Office

I recently watched an online presentation by Tony Robbins on how to be a better sales person. I’ve spoken about selling once before here on the blog. Sales is a vital aspect of every business regardless of what you sell (products or services) or what capacity you serve in a company.

Mr. Robbins said in order to be a better sales person you have to be present in the day-to-day activities of your job. This is so true! I know many sales men and women who spend their days at lunch with clients or on the golf course with clients. Sure, schmoozing with clients is often needed but your entire day, or at least the majority of it, should not be spend with one single client. You need to be in your office working on the next deal while closing the present one. Too much time outside the office depletes you of many opportunities.

Tony Robbins talked about being in the office simply for the purpose of being in the loop and showing that you are committed to selling. I understand his point, but there are many other benefits for being at the office. More leads, more time to answer incoming calls, more face-to-face with customers , more alliances made with other employees.

So, as we head into the final part of the week, identify where in your schedule you spend too much not at your desk and figure out a way to eliminate this.

Coco the CEO

Think Yourself Rich

If you don’t think you can think yourself rich, you’re dead wrong. A positive attitude and even more positive thinking can push you over the edge when it comes to making your first million dollars. Below are my three top tips for thinking yourself rich.

First, work like a millionaire.  Don’t rely on others to put in hard work when you are out partying. You need to be in the first one in the office and the last one to leave. This not only ups your productivity, it eliminates employees from goofing off.

Second, stop spending money and start investing it. Anyone can spend money. Anyone can save money. Not everyone invests money. This is a crucial step to developing assets that can leverage business ideas leading to your millionaire status.

Finally, don’t talk like you are poor.  In fact, talk like you are where you want to be without lying. Say ‘My next investment’ versus ‘when I have the money to invest’. It is all about attitude and hard work. If you work hard and you talk positive, you will get there.

Still have questions?

Call me to setup a consulting appointment.

Coco the CEO

The Inside Track to Sales

Here’s the thing, you have to sell yourself. Regardless of what it is for (contracts, a job, new accounts, promoting a nightclub), you need to convince people to buy products and service pitched by yourself. It can be nerve wracking, right? Well, it doesn’t have to be.  I have developed a few ways to ensure sales without becoming nervous during a pitch.

First, never think of a sale as a sale. Instead, think of yourself as a problem solver. You are presenting someone with the opportunity to fulfill a need or rectify a problem. You are a hero, act like one!

Next, listen. People are so busy selling stuff that they forget to listen. The biggest and easiest way to gain a sale is to listen to the client and then explain, using their words, how you can help. Don’t be pushy and don’t do the majority of the talking. If your client isn’t a talker then ask questions. The more they hear themselves talking to you, the more they envision working with you.

Finally, be honest. Don’t tell people what they want to hear. People know this is a trick and they are weary of people who say things that don’t seem valid. So, be upfront and honest. This goes a looooonnnnnnnggggg way.

Coco the CEO

Rewarding Employees – Do You Know How?

People tend to go gift card crazy when it comes to any birthday or corporate gift idea. Gift cards are alright but they are not the best way to reward or thank employees. In fact, studies show employees really like to be patted on the back and a bonus is always nice, too.

So, if you are thinking about getting a gift or a reward for an employee, skip the gift card option. Instead, you want to print up a letter of appreciation. Yes, a freebie act will be embraced by employees more then a gift card. If you want to give money, pay a bonus check versus a gift card. It is more personal and really solidifies how much you care or appreciate that employee.

Think about if you are on the receiving end. Would you want to receive an impersonal gift card to a place you may not like? Or is it better to get a letter of appreciation with a check for cash?

Until Monday,

Coco the CEO