Rules For DIY Publicity

I want to talk today, a bit more than usual, about DIY publicity. Contacting the press is tricky. You should follow AP standards but you shouldn’t cookie-cut pitches, advisories, etc. Remember, PR is about relationships- not press releases! This said, I have 3 tips for you when it comes to writing and sending emails to the media.

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

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

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

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

Until tomorrow,

Velma Trayham

2 Secrets For Getting REAL Business Leads

I realize that when you are starting your business, obtaining business leads is hard. You usually don’t start off with a huge marketing and PR budget and you usually don’t have a massive email list to send special offers to.  You have to focus on traction, the clients you do have, and generating referral business at this time.

If you want real leads at any stage in business, referrals are the best way to go- but not the easiest to get. So, I thought I would share 2 of my secrets for obtaining referral / word of mouth business leads that actually lead to signed contracts or purchased products.

1. Talk to your current or former clients. When you are done reading this blog, write everyone you have ever done business with or failed to obtain business from. Don’t send a mass email. Instead, send a personalized email that asks them what they liked about working with you and what they think you need to improve upon. I realize this may not be pleasant. This, however, works two-fold. First, you learn what you are doing right and wrong. People love to give their opinion and it gives you a heads up on any missteps you are committing. Second, it shows you care and people like that. They don’t feel like a number or another sale. They will always come back to this moment when you invested in their opinion and they will refer you out long-term.

2. Note in every ‘sales’ collateral effort that goes out (email blasts, social media infographics, whatever) that you love working with referral business and you offer special ‘first time referral’ rates / bonus gifts.  When you do get that business, make sure to thank (via social media) the person who sent you the business.  You will be surprised at how far a social media mention can go.

Until Monday,

Velma Trayham

Avoiding A Social Media PR Crisis

My number one rule for other publicists is to align yourself with the right thinking and the right brands from the get-go. It doesn't matter how broke you are, aligning with the wrong client can harm you financially in the long-run. I say this because promotions sync with social media, which syncs with you - the brand. Poorly executed launches for clients or clients that will not listen can reflect on your social media accounts and lead to your very own social media crisis!

Before you line up your brand with anther creative team, or a client, you should understand that there are real laws in place to help protect the public from brand bending, which can also harm you and cause you a social media crisis.

For example;

• Did you know employees and clients have the right to bash their employer on social media? Yep, if it is a money issue or a conditions issue, it is legal. And the current or former employee or client can discuss wages, hours and working conditions.
• Did you know that if a public relations persons Tweets on behalf of their employer without disclosing their "employee" status, your client can be fined up to $11,000 per incident?
• Did you know it’s illegal to buy fake reviews and/or fake followers on social networks and plenty of companies have been fined upwards of $250,000 for this?

The list goes on and on........

Don't sit around and allow clients to misalign your brand causing a social media PR crisis. At the same time, don't get caught up in a client's social media game, either. If you know they are buying fake reviews, walk away from the contract. If you know they are posting issues that can cause both you and themselves harm, walk away from the contract.

Until tomorrow,

Velma Trayham

Your Image- Why It's SOOO Important

I was recently speaking with a friend about his business and he said that while business is slow, he loved the fact that he could wear jeans everywhere and anywhere. Well, just because you can be casual doesn’t mean you should be casual. Different situations mean there are different expectations. Knowing how to dress and when to dress is very important to the success of your business… even if you want to be casual.

According to research from Princeton University, people assess your competence, trustworthiness, and likeability in just a tenth of a second, solely based on the way you look. That is a fact! So, while you may like being casual, it could be something that works against you on a sub-conscious level. Thus if you want to be respected, casual may not be the way to go. In fact, flashy may not be the way to go either.

Whatever image we present is magnified by social-media services like LinkedIn. Chances are, your headshots are seen much more often now than a decade or two ago. Millennials, it seems, face the paradox of being the least formal generation yet the most conscious of style and personal branding. It can be confusing but be consistent.”

I suggest you change your profile photos every six months to grab attention, stay relative, and reflect where you are presently in business. If you can be comfortable yet professional and you need to make sure your photos and your content are consistent.  Ask yourself, “would you hire you?” If the answer is ‘no’ then there is a bigger problem below the image thing on social media.

Also, understand there is an underlining context to what is within your photo, including backgrounds and even the title of books that may be in the background. If you seemed more focused on you the brand, how can you be focused on clients? If you seem more focused on drinking, where are your clients? Know your clients and their expectations and then make sure your profile photos and social media images coincide with this brand expectation.

Until next time,

Velma Trayham

Leading The PR Way

I was recently asked how I became the leader of my industry. Well, thank you! I love being thought of as the industry leader. But, there is always more to learn and more work to be done. This is why my advice for anyone wondering how to become a leader within their industry is to meet regularly. Yes, touch base with your team. Delegating is a tool to use, not a form of leadership. Don’t let delegating tasks replace regular meetings.

Eric Holtzclaw of Lean Forward recently said,”regular meetings create structure, cohesion and a sense of community. They force accountability, not only for the individuals being assigned tasks or providing updates, but for the leader as well. Regular cross-department meetings encourage communication and learning about what others are doing. Well-run meetings are where strengths and weaknesses are identified faster and improved upon.”

I couldn’t agree more. Mico-managing is not a bad thing. If an employee doesn’t like to be micro-managed, they usually are hiding something. Either they lack accountability, don’t want to be part of the team and the constant meetings irk them, or a whole host of other issues exists. Either way, you’re the boss and you decide how work goes down, right?!

You can’t run a business without checking in and having meetings. You can do this virtually now which means you can take a half hour phone call to get updates from the golf course. You can still live your life and have your freedom without being hands-off when it comes to your business.

Until Friday,

Velma Trayham

These Words Will Kill Your Business

There are three words that can kill your reputation and your business. Why? Well, the following three phrases are generic as generic can be. What they say / signal is that you are not a problem solver or a go-getter, rather someone who follows the trends vs. making them.

“Innovative.” –  Don’t say it. Prove it. It’s as simple as this. Period.

“Driven.” –  I hate this word because it states that you are motivated to make money. Who isn’t? It doesn’t tell anyone why you or your services / products are special.

“Guru.” –  Self-proclamation is the worst thing you can do for your brand. Don’t self-state, instead show. Tell people about your awards, about your results, have your clients talk on your behalf, push your media clippings- but stating that you are a “guru” is as good as saying that you’re trying way too hard to impress other people–or yourself.

Until tomorrow,

Velma Trayham

Knowing How & When To Exit

Not having an exit strategy is always a mistake. I think people fail to think about and plan for an exit strategy because they have the mindset that failure isn’t an option. Um, no. Failure is always an option and avoiding it as a thought process may be setting yourself up failure! The good news is people, like myself, can learn from their failures.

Even with the best training and the most experience, you should always plan an exit strategy in business. In fact, you should always plan an exit strategy when entering into any contract or committed situation. Knowing the worst case scenario up front can help you navigate your future endeavors. So, yes- I recommend making an exit strategy for your business. But how?

1. Write your business plan and write your exit strategy back-to-back.

2. Succession Planning vs. Selling to an Outside Party- which one is right for you? Should things go wrong, how will you sell your company? Will you sell your company? What if things go right? Will you sell your company? If so, to who?

3. Don’t assume your family wants to takeover the business in the middle of your crisis. Talk with your family about handling your business should a medical or other life emergency arise. Would they be able to (and would they want to) take over your company?

4. Consult with advisers now about your exit strategy (either selling because it’s failing or selling because it’s succeeding). If you don’t hire the right financial, legal, tax and business advisers to help shepherd any sale or consult on an exit strategy from the get-go, you’re doing yourself a great disservice.

Exit strategies are needed. It’s difficult to address when launching a business, but I promise you its even harder to address when going through a time of great wealth or difficulty.

Until Monday,

Velma Trayham

Really? Do You Mean That?

“I may be wrong, but…” has to be the single most phrase that drives me crazy. I never understood why someone, anyone, would use this phrase. Basically, it implies that you know or think you’re right- but you don’t have the guts or leadership skills to back up your own opinions or knowledge.

Think about it… how many times have you said, “I may be wrong, but….” ? Why did you say it? Did you say it because you truly are full of self doubt? Did you say it because you didn’t want to hurt someone’s feelings? Did you say it because you didn’t want to come off as arrogant?

Meaning what you say in business is important. There is no room or time for social flattery or playing nice when it comes to being a leader. You have to say what you mean and mean what you say. If someone is saying something that is wrong or that you know will not work, speak up. You will be respected for your opinion. You can present it in a positive manner, too. This said, if you say it with self doubt, no one will be vested in your opinion because you- yourself- are doubting it.

Until tomorrow,

Velma Trayham

Hiring the RIGHT Teanm

We live and operate in a virtual world. In this world, we usually have to interview employees or contractors through Skype of through over the phone. Well, I have one question that will help you pick the right person to hire for your next ‘new hire’ quest – regardless of the position.

So, what is the question? “How is who you are now consistent or inconsistent with the person you were at 10 years old?” Now, look at how they answer the question more than the answer itself. Here’s why; the journey they are on is important. If someone where to say, “When I was 10 I thought I’d be an attorney but I ended up being a computer programmer”- you can ask what happened, get more insight as to thought process, ability to follow through on goals, ability to be distracted easily, schooling for computer programming, accomplishments, etc.

If you pay attention to the journey, the self-descriptions, and what they feel are ‘life events’ of importance between 10 and now- you will discover a lot about the potential new hire and their ability to mesh well within your company’s culture.

Trust me, this question works. A great way to see how effective it is is to simply use it on someone close to you before you use it in an interview. Ask your kids, parents, friends the same question. You will see how much information you gain and learn about them within the scope of their answer(s).

Until tomorrow,

Velma Trayham

End of Quarter Reports

At the end of each business quarter, the time is upon the marketing and publicity world to provide growth accounts.  I'm going to list the key topics to cover within this report to help new publicity people understand what should be included. The same goes for clients who buy PR services- you too should know what to look for.

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

Again, beautiful demographics are important, but content is key!

Velma Trayham 

Driving An Interview ISN'T Like Driving A Car!

The times, they are changing. How we navigate an interview and approach the media is different now than it was a year ago, five years ago, and a decade ago. Oh, and they will be different this time next year, too. So, how do you pitch the media and drive interviews in the current landscape? Here are some tips;

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

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

Reporter: Do you think your client is guilty?

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

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

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

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

Until Monday,

Velma Trayham

PR Tip!!!!

I was brainstorming with some of my peers and we all started discussing the issue of meetings and phone calls. Sometimes you are just busy. Back to back to back to back meetings, online meetings, phone meetings…. it can get to be too much. It causes stress and you have no chance to step back and think about  what you need to do. Well, here is the secret- go to the bathroom.

No, I am not joking. No one will bother you in the bathroom. You have a moment to just sit down- even if you don’t have to go- inhale and decompress. This snags you 2-5 min. to simply stay sit, absorb info., and think about what just happened in the last meeting while you prepare for the next meeting.  This does save you time. How? Easy. Notes!

When I don’t have to go to the bathroom between meetings, I still head for the bathroom. I sit down, I type out a quick email to myself and I use the subject line as follows ; ‘Recap meeting 10am.’ This way, later on, I have all my details and thoughts and can start planning execution vs. having to rethink about details, send follow up emails, or dropping the ball and having to do something over again.

So, next time you are too busy- take a second to visit the bathroom to regroup and save yourself time in the long-run.

Velma Trayham

Speaking About Your Brand.....

Here’s the thing, you will have to talk with people to help grow your brand. One of the most misunderstood parts of running an online or in-person business is communication. Ideas are great. Goals are important. Communication, however, delivers dollars into your bank account.

Many online marketers are switching from automatic products and services, to experience-based platforms. This means those of you who are solely banking on online sales with little interaction may have to kick things up a notch over the next two years. If this is you, don’t panic. Online sales aren’t going away- they are just becoming more personal. If you aren’t that well-versed in how to speak with potential clients, vendors…. or people in general when it comes to your business, keep reading- I’m here to help!

Here are my Monday Tips on speaking to anyone about anything. If you can master these tips / tools, you will be just fine in the new media of tomorrow’s business culture.

1.  Start with a positive comment followed by a question you already know the answer to. This is your ice-breaker.  It is a way to introduce yourself and get the other person engaged with you. For example, “I see you’re calling me from California. I love the weather there. How long is your summer season?”  This tactic takes the focus off of the sale and helps you create a personal relationship that feels / seems experience-based.

2. Ask for an opinion. This is not only a great way to build brand loyalty, it is a great way to learn what opportunities and income you’re missing. For example, “I’m glad you came by today to purchase this yoga mat. By the way, did you buy this because of online reviews or price point?”

3. Pretend the other party is a celebrity. I know this sounds crazy, but it works. Potential clients often seem like celebrities in the way that they can be unavailable, intimidating, and hard to start a conversation with. So, practice your introduction and your 2 caveats- the first one being a genuine compliment, the second one being not to use a negative or past reference to gain something. For example, “Hi Velma, I’m a big fan of your blog. I really liked the way you position all of your writing to talk to the mass audience but make each reader feel like the post was written just for them. By the way, I’m a blogger myself……”

Still have questions? Let's connect..... 

Velma Trayham