There is a difference between celebrity PR, branding PR and corporate / business PR. Most people don’t understand how important corporate / business PR is. Many believe a press release should only go out when a new product / service is launched. Well, that is true but it shouldn’t be the cornerstone of your PR campaign.
Internal PR relations is often overlooked when companies hire a PR firm. There are crisis communication needs, Board of Director and investor relations that have to be properly navigated, and there is employee morale via company newsletters, email statements, etc. This component of company / business PR is expensive, needed and continuous. So, why do many companies overlook it?
Simple. Ignorance. When you launch a company – don’t always bank on the media to be your best advocate. Your employees are. They talk about the company and their employment experience to others as much as any member of the media. So, it is important to accurately communicate with your team. There are also legal issues as to what and how things are communicated. Thus, many of us PR professionals work on a day-to-day basis with legal team, a fact often not known by the general business community.
If you are seeking to open up a business, or improve your company’s standing, anytime soon- think about this area of public relations and then call me! I am happy to provide a quote on my services.
Until tomorrow,
Velma Trayham
Thursday, January 29, 2015
Wednesday, January 28, 2015
3 Ways to Get Fired
If you're new to the PR business, take note. I'm about to offer you 3 ways to either get fired by your client or your agency. Why am I doing this? So you don't get fired. If you know what NOT to do, you will know how to get ahead within this industry.
OK, here we go.......
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 tomorrow,
Velma Trayaham
OK, here we go.......
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 tomorrow,
Velma Trayaham
Monday, January 26, 2015
Increase Your PR Revenue in 2015
Today I want to offer some basic tips that can help your PR company generate major dollars. First, don’t keep firing and hiring employees. Turnover costs more money than training or retraining an employee. It is actually more beneficial to invest in educating your current employees versus hiring and firing over and over again. Unless an employee committed and employment “sin”, try to work with him or her to help your own bottom line.
Don’t wanted 15% of your work week, which is the national average, on social media. You can delegate this work to an intern or a freelancer. 15% of your work week can be focused on seeking out and proposing new business leads versus working on social media. Writing blog posts and updating social media is important but a huge time water. Invest in someone else to do this for you so you can go after bigger business.
Finally, reward your customers. Find a way to give customers a reason to stay with you. Repeat business is important and easier to obtain than finding new business. If you have to give away a free Starbucks to a customer every month or pay for their business cards to be printed, do it. Do whatever it takes to keep old business- even if it comes to discounting a service or a product. In the end, you will make more money using this system.
Money is why we work. If you are not making as much as you can each day then what is it that you are doing?
Until tomorrow,
Velma Trayham
Don’t wanted 15% of your work week, which is the national average, on social media. You can delegate this work to an intern or a freelancer. 15% of your work week can be focused on seeking out and proposing new business leads versus working on social media. Writing blog posts and updating social media is important but a huge time water. Invest in someone else to do this for you so you can go after bigger business.
Finally, reward your customers. Find a way to give customers a reason to stay with you. Repeat business is important and easier to obtain than finding new business. If you have to give away a free Starbucks to a customer every month or pay for their business cards to be printed, do it. Do whatever it takes to keep old business- even if it comes to discounting a service or a product. In the end, you will make more money using this system.
Money is why we work. If you are not making as much as you can each day then what is it that you are doing?
Until tomorrow,
Velma Trayham
Thursday, January 22, 2015
The Top Social Media "No Nos"
Here are my tips to navigating your way through your personal social media accounts like a pro;
#1. Don’t overshare. Oversharing photos of yourself, your pets and/or your kids is called annoying. Think of yourself walking down the street and someone stopping you every two seconds with a photo from their wallet to share with you. Annoying! Don’t be this person, especially if you run a company!
#2. Don’t buy “likes”, YouTube views or Twitter followers. We all can tell when “ana zhoisf sdjkdfhss” is a fake profile and you look silly with 10,000 fake followers reading your uninteresting posts. Value who you follow and appreciate those who REALLY follow you!
#3. Have actual conversations. OMG! Yes, don’t send important information via a text or a social media post. That’s classless- especially if it is a welfare check on someone’s emotional or physical health. Be personal, you will intrigue more people to follow you on social media when you show you truly care about others.
Still have questions? Please contact me. I'm always available to provide consulting services.
Velma Trayham
Tuesday, January 20, 2015
Leadership Test... Do You Have What It Takes?
The test of leadership isn’t found within your DNA and birth sex, but defined by the following skills. Do you have them? If so, you’re a great leader.
1) You don’t care what people say, you have your vision and you are moving forward. This stands true only if your vision is positive, lifts others up and you’ve done research to have such a provocative opinion about your vision.
2) You collaborate, you don’t delegate. Anyone can delegate. Not everyone is humble enough to collaborate. You need collaboration with other people to build your brand, grow your business and improve your networking (in person and online) circle.
3) You are a life-long learner. If you didn’t throw your degree on the wall and announce “I’m done” then you are a life-long learned. Continued education is the key to being able to pivot your company when new technologies or methodologies are introduced.
You don’t have to be one sex or another to lead. You simply have to follow the three steps noted above to success.
Until tomorrow,
Velma Trayham
Thursday, January 15, 2015
What Not To Say To The Press
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,
Velma Trayham
"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,
Velma Trayham
Tuesday, January 13, 2015
Create Your Own Publicity
I am often asked how someone can launch their own PR campaign. While I don’t recommend it, people are always going to try their hand at public relations first when they are skeptical about the practice or truly don’t understand its value.
I don’t ever want anyone to be unsuccessful. So, if you are thinking about hiring a public relations team but want to try your hand at it first- keep reading. I’m listing my top three DIY tips for public relations tasks.
#1. Don’t write your own press release. You do need special training on AP formatting. Instead, write “how to” articles about your industry or products and send those to major publications for potential re-publishing.
#2. Launch an e-newsletter that actually has content people want to read. Too many people use newsletters as a way to sell products. Don’t do this, you will lose your readership. Newsletters should promote anything as a “Special”, “sale,” or “buy now” campaign. Simply use a newsletter to convey actual news.
#3. Host webinars. This is where the media gets to see and hear you vs. read a release or an article you wrote about yourself. They can see if you live up to their expectations and are capable of a television or radio interview.
Until tomorrow,
Velma Trayham
I don’t ever want anyone to be unsuccessful. So, if you are thinking about hiring a public relations team but want to try your hand at it first- keep reading. I’m listing my top three DIY tips for public relations tasks.
#1. Don’t write your own press release. You do need special training on AP formatting. Instead, write “how to” articles about your industry or products and send those to major publications for potential re-publishing.
#2. Launch an e-newsletter that actually has content people want to read. Too many people use newsletters as a way to sell products. Don’t do this, you will lose your readership. Newsletters should promote anything as a “Special”, “sale,” or “buy now” campaign. Simply use a newsletter to convey actual news.
#3. Host webinars. This is where the media gets to see and hear you vs. read a release or an article you wrote about yourself. They can see if you live up to their expectations and are capable of a television or radio interview.
Until tomorrow,
Velma Trayham
Monday, January 12, 2015
Graphic Design & Branding
Today I would like to discuss the importance of branding and graphic design when it comes to the psychology of color. The American Marketing Association has published study after study dedicated to this subject. While many people are able to create stunning graphic design using home-based software programs, like Adobe Photoshop, not all people are well – versed ineffective graphic design. There is a significant and underlining strategy when it comes to graphic design and appealing to existing and potential customers. All of these items come into play when utilizing an experienced, and creative graphic designer.
The message of your graphic should do more than just tell a story for exposed compelling content. Your design needs to incorporate colors that provoke an action from the desired demographic. For example; the color blue will not sell products. Using blue and product sales has been proven to be ineffective. However, using shades of blue and graphic design when trying to build a brand that is identifiable with people seeking advice, or self-help services, is highly-effective. That is why you see many religious figures, dating websites, and self-help groups incorporating elements of blue and their branding and graphic design efforts. Using red and yellow as the primary colors for sales buttons or menu boxes is more effective than using blue. In fact, red is considered an action color and automatically considered as a tool when seeking for individuals to take notice.
While this is just the tip of the graphic design – psychology of color iceberg; it is important for you to understand the subject matter when moving forward with your own branding opportunities in order to execute not only a stunning graphic design, but what is effective and can drive business. If you need help with your branding efforts, I am available to consult and even have my own team draft of compelling designs backed by proven studies on the color of psychology.
Until tomorrow,
Velma Trayham
Friday, January 9, 2015
PR At Its Roots
Public relations is about managing the media and developing a brand. It isn’t about making someone famous through managing appearances or mingling with celebrities – which is one of the biggest misconceptions to date.
Public relations professionals don’t book work or appearances outside of media interviews, talent or literary agents do this. Public relations professionals book media appearances based on what a client is doing. If you have to do the work for your client and then get them media interviews – there is a problem with the client. This said, below are my top 3 common PR mistakes.
1. It is two different things entirely to pitch news your clients force you to pitch against your better judgment and pitch something to a reporter without the thought of you believing it is news in the first place. Yes, pitching what a client thinks is newsworthy doesn’t make it so. You need to educate your clients on this or your company will be reflected in the mistake as much as the client.
2. Your timeline isn’t what the press cares about. In fact, you need to care what the media’s timelines are. I recently read this piece of advice and couldn’t agree more. “Let’s say you are sending a Christmas wish list to a monthly magazine. When do you send that pitch? October? August? Try June or July. If not, tell your client to wait until next year or focus on weekly trades. Editorial calendars change sometimes but lead times do not. Know the deadlines first, and know not to call a reporter when he or she is buried under one second.”
3. Know the news. Everyone thinks their clients are special, and they are. However, you will not get your clients picked up by every single news outlet. In fact, for every 500 outlets pitched, expect a 3% return and not right away. Remember, editorial calendars exist!
As you move forward into your PR career, you will create connections that will make it easier for you to pick up the phone and bump competing press agents and their stories. Until then, follow the rules and don’t make these 3 major mistakes.
Velma Trayham of ThinkZILLA
Thursday, January 8, 2015
Meetings Revisited... Why They Are Time Wasters
Do you dread meetings because they are unproductive? Do you feel you have or attend meeting after meeting and there is more talk then action as a result? If so, keep reading. I am the master of hosting and attending meetings because I know how to keep the agenda moving and how to execute actionable items.
If you want to make a meeting productive then keep your eye on the final prize. How? Draw or write down verbal bubbles. Use your cell phone to capture this process, or at least the end result, so you understand and recall the discussion and then write down your actionable plan off of the drawing or the verbal bubbles.
These picture cues do make a huge difference to recalling an actual conversation versus simply reading notes.
You also need to consider aggressively vetting everyone’s input in a meeting. Ideas a great but they don’t work 100% of the time. Vetting ideas and input saves money and embarrassment should a product or service not function properly right out of the gate. You can also use this tool to politely show an employee why something will not work opposed to simply saying ‘no’ to an idea. Ask all the questions right up front when it comes to implementing the idea- this will give you and the employees a realistic perspective as to what work has to go into even dreaming up the full process to support an idea.
Finally, keep the meeting within the scheduled time frame. If you go too long then people will tune you out. Being on time says something as to how your time is valued and how you value other people’s time.
Until tomorrow,
Velma Trayham
If you want to make a meeting productive then keep your eye on the final prize. How? Draw or write down verbal bubbles. Use your cell phone to capture this process, or at least the end result, so you understand and recall the discussion and then write down your actionable plan off of the drawing or the verbal bubbles.
These picture cues do make a huge difference to recalling an actual conversation versus simply reading notes.
You also need to consider aggressively vetting everyone’s input in a meeting. Ideas a great but they don’t work 100% of the time. Vetting ideas and input saves money and embarrassment should a product or service not function properly right out of the gate. You can also use this tool to politely show an employee why something will not work opposed to simply saying ‘no’ to an idea. Ask all the questions right up front when it comes to implementing the idea- this will give you and the employees a realistic perspective as to what work has to go into even dreaming up the full process to support an idea.
Finally, keep the meeting within the scheduled time frame. If you go too long then people will tune you out. Being on time says something as to how your time is valued and how you value other people’s time.
Until tomorrow,
Velma Trayham
Wednesday, January 7, 2015
The Different Faces of PR
There is a difference between celebrity PR, branding PR and corporate / business PR. Most people don’t understand how important corporate / business PR is. Many believe a press release should only go out when a new product / service is launched. Well, that is true but it shouldn't be the cornerstone of your PR campaign.
Internal PR relations is often overlooked when companies hire a PR firm. There are crisis communication needs, Board of Director and investor relations that have to be properly navigated, and there is employee morale via company newsletters, email statements, etc. This component of company / business PR is expensive, needed and continuous. So, why do many companies overlook it?
Simple. Ignorance. When you launch a company – don’t always bank on the media to be your best advocate. Your employees are. They talk about the company and their employment experience to others as much as any member of the media. So, it is important to accurately communicate with your team. There are also legal issues as to what and how things are communicated. Thus, many of us PR professionals work on a day-to-day basis with legal team, a fact often not known by the general business community.
If you are seeking to open up a business, or improve your company’s standing, anytime soon- think about this area of public relations and then call me! I am happy to provide a quote on my services.
Until tomorrow,
Velma Trayham
Internal PR relations is often overlooked when companies hire a PR firm. There are crisis communication needs, Board of Director and investor relations that have to be properly navigated, and there is employee morale via company newsletters, email statements, etc. This component of company / business PR is expensive, needed and continuous. So, why do many companies overlook it?
Simple. Ignorance. When you launch a company – don’t always bank on the media to be your best advocate. Your employees are. They talk about the company and their employment experience to others as much as any member of the media. So, it is important to accurately communicate with your team. There are also legal issues as to what and how things are communicated. Thus, many of us PR professionals work on a day-to-day basis with legal team, a fact often not known by the general business community.
If you are seeking to open up a business, or improve your company’s standing, anytime soon- think about this area of public relations and then call me! I am happy to provide a quote on my services.
Until tomorrow,
Velma Trayham
Tuesday, January 6, 2015
PR Content, Are You Getting It "Write"?
What your clients want you to write about them and what you need to write about them to get media pick up are two different things. You see, your clients will want you to list every award in the book. In fact, you should mention every piece of media and all of their dreams, visions, and use self-quotes about themselves too...- well, at least this is what your client thinks.
The truth is that the members of the press are busy. They don't want fluff. In fact, they red flag publicists who pitch fluff and not fact. Members of the media are born BS detectors and will seek out a way to turn your pitched fluff into a nasty story- or, worse yet, blackball you from ever getting a client covered by any local or national media.
You have to be the publicist and not the person who pleases your client. While flattering the client may work for a while, it will not cover the fact that they are not getting results and real media pick up long term.
My point is that you shouldn't write to please your client. You need to please the media. Use the AP style book. Use facts, not fluff. Don't write too much, either. A press release with boiler needs to be under 400 words. Your headline should be the extent of any "fluff" that you use. The sub-headline needs to be factual and concise. Boilers should provide enough of the 5 "Ws" to give the media a road map as to who your client is. If the media needs more info, they will ask for it. Make a ZIP file of the bios, photos, FAQs, etc. available on the client's website- not as an attachment.
If you follow my notes / advice above, you will be better suited to get results for your client.
Until tomorrow,
Velma Trayham
The truth is that the members of the press are busy. They don't want fluff. In fact, they red flag publicists who pitch fluff and not fact. Members of the media are born BS detectors and will seek out a way to turn your pitched fluff into a nasty story- or, worse yet, blackball you from ever getting a client covered by any local or national media.
You have to be the publicist and not the person who pleases your client. While flattering the client may work for a while, it will not cover the fact that they are not getting results and real media pick up long term.
My point is that you shouldn't write to please your client. You need to please the media. Use the AP style book. Use facts, not fluff. Don't write too much, either. A press release with boiler needs to be under 400 words. Your headline should be the extent of any "fluff" that you use. The sub-headline needs to be factual and concise. Boilers should provide enough of the 5 "Ws" to give the media a road map as to who your client is. If the media needs more info, they will ask for it. Make a ZIP file of the bios, photos, FAQs, etc. available on the client's website- not as an attachment.
If you follow my notes / advice above, you will be better suited to get results for your client.
Until tomorrow,
Velma Trayham
Monday, January 5, 2015
PR Pitch Fails... Into 2015
Happy #2015 everyone! I wanted to write about failed PR pitches in 2014. It is a new year and technology is changing. Many people have asked me, over the holiday, if I could provide some insight on how to really get a press member's attention.
As I've covered this subject in the past, I thought it would be a good idea to discuss where people have failed when it comes to PR pitches. Why? Well, we learn the most from our failures.
The biggest concern I have for people who are new to the PR game or self-pitch is not knowing how to pitch and who to pitch. First, members of the press are busy. Don't waste precious time by pitching the general editor of a magazine or the wrong member of the press at a newspaper. No, the wrong press person will not do your work for you and forward your pitch on to the right person. Second, don't write generic emails that are too long and out of AP style. They will be automatically deleted... especially if they have images attached!
2015 should be the year of "YOU" the publicist. This means investing in yourself with a "how to" PR course or by hiring the right publicist to get you real media value. So, you see, you have something to think about this first week of January.
Until tomorrow,
Velma Trayham
As I've covered this subject in the past, I thought it would be a good idea to discuss where people have failed when it comes to PR pitches. Why? Well, we learn the most from our failures.
The biggest concern I have for people who are new to the PR game or self-pitch is not knowing how to pitch and who to pitch. First, members of the press are busy. Don't waste precious time by pitching the general editor of a magazine or the wrong member of the press at a newspaper. No, the wrong press person will not do your work for you and forward your pitch on to the right person. Second, don't write generic emails that are too long and out of AP style. They will be automatically deleted... especially if they have images attached!
2015 should be the year of "YOU" the publicist. This means investing in yourself with a "how to" PR course or by hiring the right publicist to get you real media value. So, you see, you have something to think about this first week of January.
Until tomorrow,
Velma Trayham
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