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

The 3 Key Content Types for PR

Reporters love content that is easy to pull from and process a full story. This said, there are three different types of content that many journalists look for when seeking to cover a pitch. What are they? I'm glad you asked, lol! They are listed below with an explanation.

#1. Supportive facts. Nothing else makes a press release more valuable then to tie in numbers and stats that are current. It shows how relevant your news is and it helps the reporter with his or her workload.

#2. Supportive multimedia. Reporters love eZines, brochures, videos, and soundbites that can support online web editions of their newscasts or publications. If you included these items as a zip file (only upon request), it will set you up for a great relationship with the requesting reporter.

#3. Breaking news that is relevant. Too often, publicists send media releases out anytime their client makes a move. This tactic is like the boy who cried wolf. Eventually, the media will start ignoring your press releases. Make sure you only send out breaking news when it is actually breaking! This type of content continues to be the top content type requested by journalists.

Remember, content is still king as long as you know how to utilize it!

Until tomorrow,

Coco the CEO