The “Magic Wand” of Publicity.

 PR people have to focus on a few key elements in order to even start thinking about launching a publicity campaign.  Marketing, branding and media communications are the obvious three biggies when it comes to creating a publicity campaign, but do you know what the magic wand ingredient is?  Logo identification!

Now, the psychology of blue in social media (such as on a website or advertising) isn’t good. It makes people feel indifferent about you and your company. People will often not pay someone who has a blue website. However, the ironic part of this is light blue logos do well. The key is to pair the light blue logo with a red and white website or even a yellow and white website – or any type of design collateral.

Facebook, Twitter, LinkedIn, and Skype all incorporate blue within their logo.  They also do this with their personal websites, which aren’t money makers per say. They make money from appealing to advertisers with numbers and data, not because they are concerned about drawing customers in based on web design and content.

Light blue is the magic wand of branding publicity. It isn’t the best color for websites that are introducing customers to a brand or encouraging customers to buy something. It isn’t a color that should be used on a website to gain trust with people, either.

So, if you want to power up your social media and online branding presence from a PR perspective – work on your logo and your website. Add in light blue to the logo and take out light blue from the website (unless you are pairing it up with yellow or white, which brings about a positive and more financially driven emotion within customers).

Until tomorrow,

Coco the CEO

3 Event Success Tips From A PR Perspective

 I recently had over $200k in media value returned from coordinating and promoting the first-ever Go DJ Awards- Houston.  After the event, people kept asking me what the secret to my event success was. Well, I don’t simply have one secret- I have three. I’m going to share these event success tips with my blogging audience today because I believe in promoting growth and sharing the wealth.

As you read these tips, I encourage you to share your success secrets and tips with interns and entrepreneurs. It will not harm your business, it will grow your circle of trusted professionals when it comes to networking, sales resources, and more!

Tip 1: Interaction is key, not presentations. No one likes to sit through presentations. We often have to, but ask someone if they are excited about a three hour presentation, they’re not. So, find ways to incorporate the audience and feed off of their energy to keep people engaged and happy.

Tip 2: Take care of your sponsors.  Often, ROI for a sponsor isn’t immediate and they tend to care about this factor more than media value. So, how do you keep them happy before, during or after an event? Treat them like gold. Sponsors are your event’s financial backbone. Send random gift cards, play their importance up big time to everyone, and continuously thank them for supporting you.

Tip 3: Don’t accept any media outlet. This is a rookie mistake. Sometimes we are so desperate for clippings (especially if we have bad clients), that we – as PR people- will credential any media outlet to cover the event. This isn’t good. In fact, it’s bad. Why would the mainstream media show up when they see stringer reporters (or worse, illiterate bloggers with an audience of 200 who want to be reporters) attending the event? If you want to add a “need to be here” feel to the media, make sure you are only offering so many credentials and offer VIP credentials to the right outlets. Don’t credential each and every outlet. It’s not worth it. It will ruin your reputation and when your clients (or sponsors) discover they are being interviewed by a small time reporter or stringer…. They WILL Be unhappy.

Until tomorrow,

Coco the CEO 

Bad PR Moves

I was recently speaking with a client who had a terrible idea. I had to break the news and that is always hard. So, what was the idea? Sending gift bags to the local media. Not only is this a huge waste of money and time, it violates many ethical boundaries on the journalist’s end and the publicist’s end.  The intention was never to bribe the media with the gift bags, just get their attention. So, when does a gift turn into a bribe and a bad PR move? Well, anything over $25 dollars defines the line.

Yes, professionally, the IRS allows “gifts” to be under $25 if directly related to your specific industry. You can buy gifts for clients if the presents are under twenty-five dollars.  The PRSA seems to agree with the IRS. So, gift cards for coffee or lunch are ok, but expensive gift bags aren’t. Let’s say a journalist accepts the gift bag. Let’s say the journalist honestly likes your story- and covers it. Let’s say that a competitor finds this out. He or she can single handily ruin the reporter’s career, the media outlet’s brand and your reputation as a publicist. Now, was that media get worth it? Of course not!

So, on a Tuesday, ask yourself what your worst PR move has been and hopefully it doesn’t include well-intended bribes.  If so, don’t make this mistake again. Get your media obtained by actually earning it, not buying it.

Until tomorrow,

Coco the CEO

JustReachOut.com is ruining PR?!

 I recently read an article in TechCrunch about the power of PR and how it is a dying industry. Is it? PR is actually bigger than ever. PR companies are popping up all over the world and tech companies are offering more and more PR services to clients who can’t afford a true PR firm. So, yes – I think businesses like JustReachOut.com are killing business for some PR firms, but not all of them.

JustReachOut.com is a supposed easy way to pitch business to reporters. Well, it can be but there is still work involved. Additionally, these pitches often don’t contain media value. So, while the website gives business owners access to clippings within the same industry, an untrained person will not have the same impact pitching the reporter vs. a true publicist.  While this trend may be fashionable now, with tech companies making DIY PR easy, it isn’t going to sustain itself.

I don’t want aspiring publicists to become discouraged in the middle of this tech meets publicity culture.  You are valued, needed and businesses will always need public relations. If you lose a client to a DIY opportunity, such as JustReachOut.com, the client didn’t have the money to sustain your services long term. It was meant to happen and you need to move on and find better clients who know it takes money to make money are who are truly interested in obtaining press.

I hope you take this information to heart on this Monday,

Coco the CEO 

The 2014 Go DJ Awards In Houston Broke Entertainment Records!

ThinkZILLA Marketing & PR clocks 54 media outlets for the first-ever Go DJ Houston Awards.

On Monday, July 21st the first-ever Go DJ Houston awards took place at Warehouse Live in downtown Houston, TX. The award show was produced  by CEO Craig Williams of the Go DJ Global Coalition , Velma Trayham ThinkZILLA Marketing & PR Group,  Orbit Did It Films and Afterwork Inc.  The event had over 54 media outlets covering the red carpet, local and national entertainers, and honored local business and media members. The Go DJ  awards brought in a record of approximately  $300k + in media value for the city, performers, sponsors and attendees. http://www.godjawards.com/ “We've already began early planning and strategic planning  for the 2015 Go DJ awards, Our promise is to uphold the integrity and elegance to ensure the event grows stronger each year.The event couldn't have run smoother and everyone had fun, which is what  our first priority was in showcasing  the top  local hip hop talent,” said Velma Trayham "Co Co The Ceo" (two-time author,Business Expert and  Chief Executive Officer of ThinkZILLA PR Group ). “Local businesses came together to support this event. I know it was a risk for them and we are truly honored to have had their backing. The event sold out, which gives us incentive to make next year’s event even bigger and brighter!” Houston’s own honorees include FOX 26 Reporter Isiah Carey and Mega-Pastor Keion Henderson of The Light-House Church, Attorney Carl Moore, James Prince founder of  "Rap a Lot , Kirko Bangs,Slim Thug ,Radio Personality-DJ JQue , Al Rucker "King Of Bonds "and many more.There were so many celebrities and VIP guest that walked the red carpet; Charlie Baltimore, King Keraun, JJ of 97.9 the Box, Tv Johnny, Mayoral Candidate Ben Hall, Kirko Bangz, Reality Stars from  Bad Girls Club , Miss Mykie , Slim Thug and many more all walked the red carpet and were “swarmed” with media coverage. "The Hip Hop Awards featured a Red Carpet, Valet, Formal Dress Attire, Live Performances, a fashion show by 'The Boutique", Food Service by Expensive Taste Catering  and more all while Honoring Houston’s Top. This star-studded event will certainly  put Houston back on the “map” with the level of success it has achieved. With Houston being the 4th Largest City in the United States and not recognized as an entertainment city; I know this event reinstated what the people of Houston already know when it comes to hip hop, entertainment and business- that our city is a talent pool to be reckoned with. I’m hopeful we obtain national sponsors and media coverage next year so the city of Houston can give LA and New York a run for their money when it comes to award shows,” finished Trayham.   The Go DJ Awards Houston was hosted by Ali Saddiq (HBO comedian), comedian Kiana Dancie, and  9X Grammy Producer Brian Michael Cox. The event wouldn't be possible without the assistance of sponsors, which included: Miptags,97.9 The Box ,  A Better Bail Bonds, Houston Hair Weaving Center, The Boutique, Expensive Taste Catering ,Brian Keith Productions, DSD1 and Indique Hair . A total of 37 awards were given at the first-ever Go DJ Awards in Houston. ThinkZILLA utilizes a multichannel approach within the company’s marketing/public relations model to create incredible multi-media opportunities and branding impact. A ZIP EPK with photos, awards list, sponsor biographies, and FAQs are available upon request or by emailingVelma@itsthinkzilla.com or calling 713-297-9122 To request an exclusive interview with Craig Williams  email PRTEAM@ITSTHINKZILLA.COM ****************************************************************CHECK OUT EXCLUSIVE COVERAGE FROM FOX 26 NEWS https://www.youtube.com/watch?v=zYZcvAlxlqI&feature=youtu.be *****

When clients make PR mistakes.

 I often fear taking on new clients. Why? Well, in our industry we have three different types of clients. First, you have the overly involved clients who want to speak with you daily and know when you are and aren’t working on their accounts. Then you have the “I don’t care” clients who pay on time, barely speak with you, and are busy doing everything but updating their PR team with news. Finally, you have the self-sabotage clients (the third group). While there are many pros and cons associated with the first two groups I mentioned, the third group is the one to look out for.

 Why the third group is dangerous; the "parental-fixation" syndrome. What is it? Parental-fixation syndrome is when you become so focused on your company, product or service that you forget a bigger world exists out there. The third group of clients have this syndrome and, for them, everything in their lives deserves a media release and contains press value. When things don’t get picked up, they want to know where you magic wand is (or worse)! I hate to say this, but there are many publicists who also have this syndrome. How? Well, it can show up when you treat reporters as if their sole purpose is to tell your story. In reality, most of the time the media will be only slightly (if at all) interested in your news or what your clients have to say.

I am writing all of this under the title of “When clients make PR mistakes” because it is important, for us publicists anyway, to inform clients about the realities of day-to-day publicity efforts and what their reasonable expectations need to be. If not, the mistakes your clients make (especially in group three) will leave you with unhappy clients.  Communication is key. Neither group one or two will be a perfect client. You have to let clients know upfront what will be expected of them in the contract for services as far as communication goes. With group three, you need to be extra careful about over promising and under delivering.

All this said, clients can make mistakes about their involvement and PR assumptions. Not information your clients about the realities of PR is a common publicity mistake. Please take this information and learn from it.

Until next time,

Coco the CEO 

Visual Press Releases Are In.

 The way the world “does content” is changing daily.  Content will always be king, but how the content is presented is evolving. The new thing is the visual press releases. Thanks to social media, an average reader switches to a new trending topic every three minutes.  Most press releases are 300-400 words, which means about 5 minutes of reading time is required. If you aren’t writing a press release for a journalist, you need to consider visual press releases.

Now, there are two types of press release. The type that is pitched to journalists for actual media pickup and then the type that is sent off into social media land for public “buzz” pickup. Each type of press release serves a different purpose and a different audience.

With the public press release, you need visualization to overcome the three minute rule.  Images are  handy when you share your press release on social media – they’ll automatically generate an image preview, which, as you saw from the stats above, increases the likelihood of engagement. Make sure you own the images before you use them to avoid legal issues and public outrage- yes, this can happen.

Videos need to be used and they need to be under 15 seconds. This does not mean put a voiceover ontop of a stock photo. Instead, really use a company spokesperson in a fun and exciting way. Finally, create fun and clear infographics. You should have these easily downloadable on your website, too.  Infographics are cheap to develop and can really take your public press release viral.

My point on today’s blog is to go visual. Be bold, be loud, be press and public ready with all of your messages.

Until next time,

Coco the CEO

Can't wait for tonight! 1st ever Go DJ Awards in Houston!

(Houston TX- June 2014) GO DJ HIP HOP | ENTERTAINMENT RED CARPET AWARD SHOW. HONORING HOUSTON’S TOP 30 IN MUSIC, ENTERTAINMENT & MEDIA.

The Largest  Go DJ Hip Hop| Entertainment Awards Show "Houston Edition" will take place in Houston,Texas, Monday July 21st 2014. This event is presented by Go DJ HI-C which is in fact the CEO of a global DJ Coalition called the Go DJ'S with over 250 Dj Members worldwide.

Fox 26 News Reporter Isiah Carey , Rapper Bun B, entertainment Attorney Carl Moore  are just a few  of the thirty business and entertainment professionals being honored at the first annual Go DJ Hip Hop Entertainment Awards.
We have a great turnout already. HBO and Comedy Central comic Ali Saddiq is the MC and the group of professionals we are honoring truly represent Houston’s spirit and energy,” Our invited guests and VIP presenters are receiving letters this week with special red carpet instructions. It is going to be a blast!”

ThinkZILLA PR Group, a Houston-based company with locations In Atlanta and Beverly Hills,California  will manage media and coordinate the event.  Not only does this bring attention to Houston’s business and entertainment talent, but it brings tourism into the city which equals tax dollars for local schools and outreach programs,” finished Trayham.

A full list of honoree’s may be requested  by emailing Velma@itsthinkzilla.com  The event starts at 6pm on Monday, July 21st of 2014, ending around 11pm. The award ceremony will take place at WAREHOUSE LIVE (Downtown Houston) 813 ST.EMANUAL ST. HOUSTON TEXAS 77003. Media credentials with red carpet access are available upon request.

Media Contact : prteam@itsthinkzilla.com or contact  Velma - 713-297-9122

Social Media Policies and PR

I spoke a little bit, in a prior blog, about social media and public relations. I wanted to dive a bit further into the subject tonight by addressing social media policies. Do you have one? If not, keep reading. If you do have one, keep reading.

So, why am I harping on the whole social media thing. Well, it is a vital part of our multi-media culture today. If used as a 24/7 promotional device , understand that you will sink your client’s brand and your business.

The first policy you need to have is appointing a social media gatekeeper. These are two people (one main, one backup) who have access to all the accounts and who oversee everything that has do to with the accounts.

You also need to speak with employees of your PR firm and the client’s employees. Let them know that their personal social media accounts reflect the brand and will be continuously reviewed. Educate employees on the importance of transparent communications, ethical conduct, accuracy and individual accountability when using social media tools.

Understand what is liable and what make break protocol with clients and stay away from these subjects. For example, if a celebrity client is pregnant and doesn’t want to tell anyone- if a rag magazine Tweets out a photo of a baby bump- show it to the client, don’t respond.  Then readdress the client’s desires and needs as to 1) if you will respond and 2) if you do respond, how so.  You don’t want to immediately deny the story because it can come back on your agency and your client in a negative way.

I hope these small tips for developing a PR policy really intrigue you to follow up and do more investigating on the subject matter, and know that you can always connect with me with further questions.

Have a great weekend,

Coco the CEO

PR and Charlie Sheen

 Charlie Sheen knows how to generate media value without doing anything. Look at his recent Taco Bell run-in.  He obtained tons of media pickup without presenting anything of media value. Why is this? Well, the Charlie Sheen brand spent the last 25+ years building upon one legal issue and one drug problem after another. So, anytime Charlie does something outrageous, he generates his own level of media value.

For brands starting out, it will take years to generate Charlie Sheen level media value.  I’m not always sure his media value presents anything that interesting, either. I mean, he went to Taco Bell drunk. Why does this gain over $200k in media coverage? We know why but I guess I’m frustrated, as a  publicist, that the coverage comes so quickly to nonsense.

Charlie Sheen’s media value should be sought after, don’t get me wrong. However, this media value power should be used for something good once it is obtained.  Look at actor Mark Ruffalo. He has the same level of self-generated media value, only he uses his value to bring attention to serious social and global issues.

I want everyone to think about this today when considering how you build your own, or your clients’, brands. Once you arrive at Charlie Sheen level, will you use your media value power for good? If so, why not start implementing those steps now?

Until next time,

Coco the CEO

PR’s Social Media Rules

Publicists love to toot their own horns. Well, that’s why they are publicists, right?! The problem with this is social media shouldn’t be about promotion, but more about engagement. Since most newbie PR pros are not navigating social media properly, I wanted to use today’s blog to clarify how to really rule in social media from a PR perspective.

First, use Vine to make a 6 second video for any news announcements. Not sure what Vine is? You’re further behind than first thought and should click here to learn more.  https://vine.co/

Next, use all other social media accounts to write a brief announcement that should cater to how people will benefit from it- not why they will care. For example, if you are releasing a new flavor of ice-cream- don’t announce it as your company releasing a new flavor. Instead, write “Chocolate lovers united! Velma’s Ice-cream adds Chocolate Devil flav. Option. Limited time only.”  In fact, if you find yourself writing more about you and your clients versus how the audience will benefit from the alert or release, it may be best to take a PR writing or social media writing course.

Finally, engage with those who care. Go through your followers and do random giveaways for products or promotions. This is the best and most low-cost way to ensure people are engaged with your brand using the element of surprise. Plus, when your brand is mentioned- you need to respond and respond quickly.

I hope these brief pointers have been helpful.  Don’t forget to engage with me on Twitter here: https://twitter.com/cocotheceo

Coco the CEO

PR and Marketing

While marketing and public relations (PR) go hand-in-hand, these two efforts require two different plans. Sure, the plans have to be in sync but the roles and the scalability are very different from one another. 

Below are my top four suggestions for building a marketing plan around your PR plan.

1.       Think about your audience and their concerns. You also have to ask yourself why they should care about your customer’s product / brand. Fame alone or having a bit of credibility isn’t enough. If it was, we wouldn’t have one-hit wonders in the music industry or reality TV shows with former A-list stars. So, when creating your marketing plan consider why people should care.

2.       Develop a tool kit to go with your plan. This is your resource of tools, such as; email newsletters, auto responders, paid advertisements, social media accounts, etc.  Then identify how you are going to execute your marketing plan with each and every tool in the “kit”.

3.       Relationships are key. Who do you know that can help promote your marketing plan? For PR people, this tends to be easy. While you may not get a free radio advertising campaign out of it, you may get a reduced campaign with a live feed at an event. So, dig into your resource bucket and then use it.

4.       Make sure you have a clear and concise message. Don’t market for the sake of marketing. Make sure you have a message that defines both the brand and the purpose.  This step goes along with step 1. Make sure you know what your message is, why your audience should care, and then make sure it isn’t convoluted in any way.

Until tomorrow,

Coco the CEO 

PR and the Newsletter

To newsletter or not, that is the question! I had this question come across my blog this past weekend. Someone asked if a newsletter truly is needed or is the effort a waste of time. Well, it depends on who  you are sending it to.

Content is king. There is no contesting this. Regardless if you are a PR agency, a writer or an engineer- content is needed to make your brand pop. Content, however, when used wrong will not furnish any results. Buying a list of contacts will not result in much ROI and you may be breaking the law. The CANSPAM law prevents, in some cases, marketing to lists that didn’t actually subscribe to your newsletter updates.

My best advice is that newsletters are worth the effort, but only if your newsletter is being sent to people who actually want it and will read it- especially members of the media. After you cross the recipient hurdle, then it is time to worry about design and message.

Happy newslettering,

Coco the CEO

Becoming A PR Source 101

I am often asked how guest appearances on national news shows happen. There are repeat “guest” correspondents who always seem to appear when breaking news happens, and their appearances are just in time to pitch books, movies, blogs, etc. How does this happen? Well, I’m here to share the secret.

Time and effort. Yep, many of you are upset right now because I can’t offer you a magic PR wand. The occurrences of instant connections or connected connections on the news almost don’t exist any more. You actually have to work your way up to a repeat guest invite or work long enough in PR to obtain this status for your clients.

Asides from putting in the actual effort, here are a few more ways to get your one appearance on a news program turned into multiple segments:

1.       Don’t be overly eager. This is a huge put off. Calling to ask why you haven’t been rebooked, when you are going to be rebooked, if the person got your message, etc. pisses journalists off. Yes, that is the term they used. News producers are even more angered by these tactics. So, wait for the invite.

2.       While you’re waiting, be nice. Don’t only approach the station when you have a press release or your own news, but sent holiday cards, birthday gifts, etc. No, this isn’t bribery, this is called being professional and building a relationship. These small gestures really do mean a lot!

3.       Be relevant. If you have advice to offer during a breaking news situation, call the newsroom directly and explained (quickly) that you’ve been a guest before and you have insider insight on the breaking situation. Then, without promoting yourself, offer what information is being missed and how it can help their audience better understand the situation. Present value vs. self-promotion.

I wish I had a magic wand for all of my clients and students. But, sadly, this doesn’t exist. So, follow my steps above and remember to be patient.

Until Monday,

Coco the CEO 

Media Management vs. Public Relations

 There is and isn’t a difference between the subjects of media management and public relations (PR). First, you have to understand that PR as a field encompasses a group activities surrounding marketing, media relations, media management, branding and communication efforts. Media management, however, is a specific function with the real of PR.

Media management has nothing to do with the media (as in TV, radio, print) as one may thing. When someone develops writing materials for a client, this is called collateral. However, when someone publishes onto a social media website, has a bunch of clippings, or any type of print / video/ audio streaming or collateral – most industry insiders consider these items to be media, thus media management.

Unlike media relations (which involves working with the actual members of the press or their associated outlets), media management is controlling or responding to how photo, audio or video collateral is perceived by both the public and the media.  Take actor James Franco’s Instagram account as an example. Franco has often had the media cover, well, his actual media. His selfies are part of his brand, thus is public relations rep. has to keep a close eye on – and manage- his media!

I hope I was able to at least define what media management is and the role it plays within the PR realm for you tonight. If you have questions, please ask.

Until tomorrow,

Coco the CEO

How to Fix Your Brand

For tonight’s blog, I want to offer my readers 3 tips on brand recovery. Even if you are a PR agency, these tips come in handy and can be applied across many industries. Let’s begin!

The first brand-fixer is to check the brand itself every morning. By using search engine results pages (SERP) and using Google Autocomplete., you can stay ahead of any negative stories (yours or your clients) and you can take a proactive approach of protecting your reputation.

The next brand-fixer is to adjust your social media response plan based on research, not emotion. Have analytics in place to help make an informed decision on your behalf or that of your client. Sometimes what feels right, isn’t right. Sometimes you want to should back in anger, this doesn’t work. You need to remove the emotional part of the situation and look at statistics. Look at surges in traffic from websites like Reddit, where users can deliver anonymous content which can indicate a potential crisis developing.  It is a great way to offset what may happen in the future using today’s fastest growing medium, social media.

Finally, the last brand-fixer is transparency. Don’t keep clients in the dark about situations.  Transparency here means telling the customer what happened so they understand the issue; don't make up excuses or not respond. This will only irritate the client and make the situation worse.

Until next time,

Coco the CEO

Public Relations Ethics

Does your company employ a code of ethics for your Account Reps? If not, you need to have your attorney write one up as soon as possible and get the signatures of the Account Reps obtained. You see, there is often a grey area when it comes to publicity and certain areas of gifting, tickets, event attendance, etc.  There are two major associations that oversea ethics, and you don’t want to get on their bad side!

This said, and with regards to information, ensure your code of ethics includes the following;

1.       Preserve the integrity of the process of communication. This means you should be honest and accurate in all communications.  You need to act promptly to correct erroneous communications for which the practitioner is responsible and preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

2.       Compete fairly among other professionals preserves. This means to promote respect and fair competition among public relations professionals. This also means free and open competition without deliberately undermining a competitor.

3.       Finally, ensure a conflict of interest doesn’t exist. This means you will avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. You have to disclose promptly any existing or potential conflict of interest to affected clients or organizations. You also have to ask and encourage clients and customers to determine if a conflict exists after notifying all affected parties.

Until tomorrow,

Coco the CEO

The Bad PR Pitch.

Happy Monday back from the 4^th of July. Are you ready for the work week? Most people aren’t! LOL.  Today, I want to talk about the bad PR pitch. I have seen more and more of this in today’s industry with the influx of Do-It-Yourselfer publicists. This usually happens when companies either hire the wrong PR person or try to be their own PR person.

Going forward, what makes a bad PR pitch? First, pitching the wrong reporter all together. I know people who collect lists or buy lists or steal lists of reporters  / media / etc.  Sending out blasts emails or calling these lists is a waste of time.  A good PR pitch is researched.  Actual publicists take the time to find the right reporter who is covering topics similar to what their clients offer. Then, they read or watch the media published by the reporter and reference it in a pitch letter.

Why? Have you ever received a sales call in the middle of something important? This is how reporters feel every waking hour. They are constantly emailed and called with things they don’t want, stories they don’t cover, etc. However, if you’ve been to Starbucks- you know the type of experience they offer. You feel there is a relationship with “your” store because they know your name and often know what you like. Now, this is how reporters feel when someone pitches them by name, knows and references their media stories, and isn’t pushy about their clients being covered.

When you pitch reporters this week, ask yourself if you are being more like a cold call sales person or a barista at Starbucks. The answer will help you navigate the rest of your pitching!

Until tomorrow,

Coco the CEO

PR Mistakes this Week….

 I know I harp on mistakes in the public relations (PR) field, but this is how we learn. I wanted to note a few PR mistakes I’ve already seen – and it is only Tuesday!

1. I’ve noticed many PR pros are forgetting the power of link building with press release wires.  There is NO difference between a $99 Google wire and a free wire. They both build organic links. For the most part, journalists are looking at direct pitches before they scan any wire- which is where you money shot is!
2. No media value. I can’t stress this enough. You have to have a true media angle to get a reporter to write about your client. If not, it doesn’t matter how connected you are- the reporters will skip your press release. The best way to find out what is newsworthy in your industry is to read as many relevant posts on high quality sites. Does your news match those other stories in quality? If not, don't waste everybody's time by sending it in.
3. Lack of follow up. Yep, not following up has been a mass mistake this week. No one likes to be seen as a jerk and most journalists will tell you that they hate follow up calls, saying that if they had been interested in the story they would have published it or asked some questions. But everybody in PR knows that if you do follow-up, you will get additional stories – so sadly it is something that must be done if you're to get the most out of your story.

So, focus on putting out a media worthy press release with organic links and then be aggressive about the follow up- or you will not get your story picked up. Yes, it is this simple!

I will not be posting again until Monday, July 7^th. Have safe rest of the week and a great 4^th of July!

Coco the CEO