August 04, 2015 - Gaining Control Over Social Media

Tonight I want to address an issue I am seeing on an continued basis. Your personal online content. I read a terrible Facebook rant over the weekend and I’m sickened that a publicist would put her hateful opinions for clients and peers to read on her personal Facebook page.

Now, some of you might say that it is her personal page. Sure it is, it is just archived onto Google’s search engine for the world to read. Sure, the publicist is entitled to her hateful opinion - but she is going to have business lost because of it. Peers will soon catch on to her hateful rants and stop referring her out to overload business.

I can’t stress enough that nothing you write is personal anymore. Friends can quickly become enemies and take screen shots of your “private” social media accounts for all the world to see- including your clients!  Don’t ever write anything on your personal pages that you wouldn’t want to proudly read- out-loud- in front of a client or potential client.

As a publicist, I want you to know that you no longer have a personal life. Your clients’ lives are your obligation- both personally and professionally- when it comes to branding and visibility. Voicing your own opinions online (even via a personal account) will harm your own reputation- right or wrong. This is the culture we live in, and as a publicist you are in the public eye.......

Keep it professional and keep those negative or opinionated posts off of social media!

Velma Trayham

Gaining Control Over Social Media!

Tonight I want to address an issue I am seeing on an continued basis. Your personal online content. I read a terrible Facebook rant over the weekend and I’m sickened that a publicist would put her hateful opinions for clients and peers to read on her personal Facebook page.

Now, some of you might say that it is her personal page. Sure it is, it is just archived onto Google’s search engine for the world to read. She is entitled to her hateful opinion but she is going to have business lost to it. Peers will soon catch on and stop referring her too. I will not repeat what she said, only that it is filled with hate and aimed at a certain demographic of sexually orientated people.

I can’t stress enough that nothing you write is personal anymore. Friends can quickly become enemies and take screen shots of your “private” social media accounts for all the world to see.  Don’t ever write anything on your personal pages that you wouldn’t want to proudly read- out-loud- in front of a client or potential client.

As a publicist, you don’t have a personal life. Your clients’ lives are your obligation- both personally and professionally when it comes to branding and visibility. Voicing your own opinions online (even via a personal account) will harm your own reputation- right or wrong, this is the culture we live in.

Keep it professional and keep those negative or opinionated posts off of social media!

Velma Trayham

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

Promoting Growth, Not Kindness.....

There are two types of clients that any and all business owners have to deal with. Those who pay you to do your job, council when needed, and help promote growth. Then there are those clients who pay you, never challenge what isn’t working, and sit and listen to them blab on about how great they are or how things don’t change….. yada, yada, yada!

The challenge in being kind lies with the second type of client. It is not your job to be kind to clients, although there is a way of saying certain things, but rather it is your responsibility to be honest and deliver the raw truth so you can promote growth.

You’re providing a service to help your clients, not to befriend them. Clients can become very upset when you do this. They may even drop you for a while. Don’t give in and be kind. Instead, restate what you said. Mean what you say and say what you mean. Many publicity people worry about being kind and shy away from what will actually work. In the end, the client doesn’t see results and will end up being mad at you anyway. So, do your job and don’t sway from your objectives in exchange for being nice or being popular.

You want to work with clients who are ready and willing to hear the truth and to do whatever it takes to improve their visibility. You don’t want to work with clients who expect you to be the ‘yes’ man or women. This said, below are my tips for delivering ‘”unkind” advice.

1. Don’t be sorry… be about shine. Don’t ever apologize to a client if you have nothing to apologize for. They may want to hear ‘sorry’ but this isn’t something they are entitled to hear. Remember this.

2. Back up your words with facts and data. It’s hard for clients to blow off your points if you can back them up.

3. Have an exit strategy. If you know a client isn’t willing to change, figure out how you are going to exit the relationship within the contract’s terms.

Until tomorrow,
Velma Trayham

PR Tools, Updated!

I was recently asked a question about what PR tools are worth having. Well, there are a lot of select from when it comes to publicity tools and apps. However, I will say that the follow three are "must haves" for newbies and seasoned PR professionals.

1. PitchRate. This free service connects journalists with topic experts – such as small business owners – for free media coverage. HARO is good, but PitchRate delivers results!

2. Zemanta. Basically, this is a blog service on steroids. The service will index your marketing content for multiple Content Ad formats. It saves you tons of time and is worth signing up for.

3. Aminstitute.com. This clever website helps you develop the perfect headline for your next release or ad campaign. Oh, it is free too! You want to write in AP style, but you want to capture emotion- this website tool helps you do both.

Velma Trayham

Make Your Services Your Own!

You are a brand. Period. You may buy a franchise, a program, or start from the ground up. Either way, your business is a brand and it has to be personal or it will fail. The saying, “it’s not business, it’s personal” is complete and utter crap. Get this out of your head. Business is how we support our families. It’s why we sacrifice time so our kids and elderly parents can have better lives. We do everything to build a business, which is why our financial and time investments become personal.

This personal approach has to extend from our own selves to our clients. Don’t buy a program and slap your logo on it. Don't call yourself a publicist without investing in your own brand. While the program may sell, people may not become connected to you. They won’t seek out further products and services. People need to feel like they know the person who they are buying from. They also want their consumer experience to be personal!

My business advice to you today is to take a look at your products. Ask yourself what about them gives consumers a personal experience? Is your weight loss program offering your personal story or is it just a glorified set of instructions and recipes? Are you connecting with people on social media? Is your website showcasing relateable content or is it just a bought template with no personal touch?

 No one likes to be treated like a number. Are you committing this sin with your demographic?

Until tomorrow, 

Velma Trayham of ThinkZILLA

Are You Providing Favors?

Here's my "what what" moment for the day. I was recently asked to do some booking / manager stuff for a PR client. Now, if I say 'no' then I am not a team player. I'm also not paid if I say 'yes' and I am a PR person- not a booking manager. There is so much risk in me saying 'yes' or 'no' that I often don't want to make these decisions.

I don't have an exact answer for you. I can say, however, that you should use your best judgement when making these decisions. Obviously, you don't want to say 'no' and have a client cut out on you. But you don't want to offer sub-par service or cheat yourself out of money, either.

What I would tell you to do is to set-up boundaries with your clients right before they sign with you. Don't allow yourself to be put into this position right off the bat. Note in all contracts that you are setting up the Scope of Work "as is" and anything else will either be charged at a certain rate or will be referred out to a partnering company better equipped to handle the request.

I wish everything was black and white when it comes to PR services, but it isn't. These things come up and they do so often. So, set boundaries ahead of time and visit each scenario on a case-by-case basis.

Until tomorrow,

Velma Trayham

Writing for PR Purposes

AP and PR writing separates the stringers from the professionals. No matter how many connections you have, if you can't write- you will fail. Period!

This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.

1. "At the end of the day"  - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.

2. "I know you're busy" - If you're using this in a pitch or  a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.

3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.

I hope this info helps you become a better writer and understand what separates the true professional from the wannabe.

Until tomorrow,

Velma Trayham 

Branding & PR - A Few Ways to Attract Attention

If you need to call attention to yourself, or your company, there are some tips I'd like to share with you. First, you need to be your own brand. Don't let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.

Next, your tag line should be a phrase that explains what you do and why you're better! For example, Burger Kind's is "Home of the Whopper". They sell Whoppers. They are the only company that sells Whoppers. Period.

Finally, don't stop selling - it's not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.

Until tomorrow,

Velma Trayham of ThinkZILLA 

You Get More With Honey.....

Publicists don’t have a magic wand in their desk drawer. Their relationships with the media come from a long line of pitching, meeting in person, bugging, sending over holiday cards, repeating this process without feeling rejected, and then repeating it again. It gets easier as time passes and you prove yourself as a publicist, too.

This said, I wanted to share one key thought (or magic want maneuver) today when it comes to breaking the ice with a much sought after member of the press. If you can’t crack a relationship (or even a smile) from a press agent, implement the Tripe R method. This method consists of Respect (1), Reliability (2), and Response (3).

First, you have to respect the demand on journalists today. Many people blog for free and get paid by ads or PPC campaigns- not media resources.  This said, budgets are tight and reporters have more responsibilities along with a skeleton staff due to cutbacks. Traditional media is competing with a heavy freelance community. If you call a reporter once during the day, leave it. Don’t call four or five times. Don’t send emails throughout the day. Don’t trample on their time. Be respected and also make sure what you’re pitching is included in their assignments category, otherwise you’re just being annoying.

Second, be reliable. This means not exaggerating facts or shoving hype when speaking with a reporter. If a member of the press can learn to trust you as a resource, you will have them knocking at your door- not the other way around. So remember, never lie to the media to get press attention. It will backfire.

Finally, be responsive. If you can’t respond to any member of the press within 5 minutes of the day or night (and anytime of the day or night) you can say goodbye to your client’s story / interview and the relationship with the reporter. Most members of the press work long hours and are usually up late finishing stories. They may send you an urgent email at 1am asking you to verify a fact. Do it. Be available at all times to the media as this is part of your job as a publicist.

Until tomorrow,

Velma Trayham of ThinkZILLA

Are You Posting Yet?

I ran into a woman the other day who said her brand was going nowhere. Hmm. I asked her, out of curiosity, why she thought this was.  She said there are too many PR people online and it seemed like white noise.  Well, that's true. There are a lot of PR people online.

However, PR people online isn't the problem. The problem, after speaking with this woman, was her posting. She wasn't posting anything news worthy on social media accounts to engage her industry peers. She was posting Selfies and Memes and the occasional press release. She wasn't reposting what her peers were writing or promoting.  We all know PR is a two-way street....

If you're going to have a social media account that is truly engaging, you have to engage other people. Don't push only your news... Comment on industry news and approach the PR people. We are all not the enemy. Competitive, yes! The enemy, no. We know relationships are important and are willing to engage.

If you're a publicist, you need to start posting and engaging with others. This is the best way to boost your reputation.

Until tomorrow,

Velma Trayham

Four Ways to Get Media Attention for Your Event

Here are a few pointers on obtaining actual media coverage for your next event. I thought I'd jot them down as many people are asking me how my media events get so many RSVPs from the press. Well, there is no magic trick, rather protocols that are simple professional courtesies.

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 Monday,
Velma Trayham 

Handling Bad Press

 Here’s a PR person’s worst nightmare. She lines up a media interview for a client. The client shows up on time, is cordial, doesn’t have a list of “can’t ask” questions, and smiles for photo opps during the junket / interview. Then, out of the blue, the piece is printed or run on TV and it is scathing.  Yikes! Guess who is at fault- you! At least your client will see it this way. You are supposed to screen and qualify the media. What happened?

If you ever find yourself in this position – keep reading. I have three fail safe ways to recover from this scenario. First, you want to confront the source.  Make sure you address your concerns in writing, via email or a letter, and wait a day before you send it. You also to have your legal team review the letter before sending over anything in writing. You do, however, need to address this issue in writing should it scale beyond an apology.

Your next step is to confront the article, in a positive way, via social media. Make the statement brief and share one of the photos taken during the interview. Hashtag the post with #confused. This will put your existing audience in your corner and the reporter on the defensive. This usually will stop the rest of the press from jumping on a negative “shock jock name making” article.

Finally, have your client post a blog about what a great time he or she had during the interview and make sure they ask for fans to not instigate or engage the reporter. Make sure your client writes “everyone is entitled to their opinion” before signing off on the blog.

It is nature to attack those who attack us, but I promise you these tactics will result in a better outcome for you and your client.

Until tomorrow,

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

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

Public Relations – Common Mistakes

June has been the month of PR and branding news here on my blog. I’ve talked about what to do and what not to do. Well, I did receive a great question over the weekend that I wanted to address. The question was with regards to when and how to send out a press release or media advisory.

A press release is a formal announcement or crisis communication response related specifically to your brand or your company. This is a release that may be seen by the public and is often used to excite media with the hopes of obtaining either republishing or gaining a full interview.

A media advisory is an direct-to-media piece of collateral that is short, sweet and to the point of response, event or community invitation.

As far as the “how” and “when” portion of the question, my answer is that these areas depends on what is going out.  Press releases can be placed on high-market wires, free wires, blogs, internal collateral, etc.  The truth is, it doesn’t matter how the release goes out (for news purposes anyway) as long as it contains something viable. Putting out a news release for the sake of putting out a news release or because you feel the story is worthy is a waste of time. You need to have a product or event to promote or a response to a current story.

Media advisories need to go out via email and without attachments. These should not be mass emails but personalized emails and you should call the journalist(s) ahead of time so you don’t obtain a fine for breaking the CANSPAM law. Again, you have to have something to promote or a press conference / event that you are inviting the media to.

I am hopeful this answers the question.

Until next time,
Coco the CEO

Branding 101

I want to move the public relations talk on this blog into branding. For the rest of June, I am going to focus on branding basics because I feel there is a disconnect between the term itself and what it actually entails.

No matter how much effort or money you place into a branding campaign, credibility is going to make or break you. It is important for me to state this because too many people focus on trying to buy their way past the credibility factor.  While this may work at first, the method doesn’t have anything substantial or sustainable to it.

Every time you over-promise and come up short, your credibility takes a hit. I always tell people to be up front with their clients. If you know their brand and PR campaign is going to take a year to start generating press, state that.  You can play up your skills and be realistic at the same time. If the client doesn’t like this, you don’t need that client. They have poor expectations of branding and publicity.

Your credibility in business is going to be your number one asset. I really want my readers to understand this.  Target lost its credibility when hackers breached the store’s financial data, which left several customers with money missing out of their bank accounts.  Target still has customers, but they don’t have a lot of credibility when it comes to cyber security.

Spend some time this weekend reviewing and then writing down three things that make you credible and two things that breach your credibility. Next, make a plan on how you can amplify your credibility and overcome your challenges.

Until tomorrow,

Coco the CEO

PR & Photos

I’m often asked about photography branding when building an entertainment campaign. Here’s the thing, photos last forever- especially with today’s social media culture. It is very easy to ruin a political campaign or lose a CEO position if an unfavorable photo surfaces – and they always do. So, how do you avoid odd or inappropriate photos from ruining your career should you do a brand pivot?

First, stay in control at photo shoots. Sometimes it is easy, with all the attention and complements, to lose sight of your brand strategy. Never show skin when this isn’t the plan going into the shoot- even if the photographer promises not to print them. Second, make sure the photos you are taking would be viewed as appropriate by your mom.

Second, don’t take photos endorsing other brands unless you have cash on hand. Having other companies put their logos on your photos is tacky and makes your brand look easily bought. If you are bought, great- make sure you get a lot of money out of it. If not, don’t allow a “freebie” favor of a photo shoot or makeup application ruin your brand. Logos aren’t good, paid endorsements to show them are.

Finally, you shouldn’t ever be photographed with a drink in your hand. Ever! This photo will always come back to haunt you brand wise. Unless you are Kid Rock and sponsored by Jim Beam, there is no reason to be photographed with as much as a glass of wine in your hand.

Until tomorrow,

Coco the CEO 

PR Basics

I had a reader send me a note stating I was using “pr” terms above her head. I checked with many readers, this isn’t the truth for most. However, this said, I do want to address the basics of PR to accommodate the reader and anyone else out there who may be lost when I mention or blog about public relations (PR).
 PR is defined as “Publicity is more effective than advertising, for several reasons. First, publicity is far more cost-effective than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the media. Second, publicity has greater longevity than advertising. An article about your business will be remembered far longer than an ad.

Publicity also reaches a far wider audience than advertising generally does. Sometimes, your story might even be picked up by the national media, spreading the word about your business all over the country.

Finally, and most important, publicity has greater credibility with the public than does advertising. Readers feel that if an objective third party-a magazine, newspaper or radio reporter-is featuring your company, you must be doing something worthwhile.”  [Inc.com]

So, if you want to boost your PR efforts consider the following:
1. Remember, not everyone will be interested. If your story idea is turned down, try to find out why and use that information to improve your next pitch. Just keep going, and don't give up. You will succeed eventually.
2. Once you reach the reporter on the telephone, remember that he or she is extremely busy and probably on deadline. Be courteous, and ask if he or she has time to talk. If not, offer to call back at a more convenient time. If the reporter can talk to you, keep your initial pitch to 20 seconds; afterward, offer to send written information to support your story ideas.
3. What you deem as “newsworthy” probably isn’t.  This term needs to be finally tuned when it comes to new PR people using it.  See what is trending online. This is truly seeking newsworthy items and then pitch around or related to the top 5 trending stories, if possible. If you can’t, you’re not newsworthy yet.

Until tomorrow,
Coco the CEO

Publicity Shouldn’t Be Your Only Bet

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

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

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

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

Until tomorrow, 

Coco the CEO