Writing Copy for the Media

I was thinking about the conference the other day when I came across a poorly composed press release.  You see, 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

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

My 5 Networking Sins....

I recently watched a friend of mine fail at a public cocktail event that had a lot of prospect business in attendance. I couldn't believe what I was seeing. It was then that I realized, my friend wasn't trying to be bad at networking. She just wasn't a naturally social person and no one had ever taught her how to mix business in a social setting. So, if you can related to my friend- then keep reading. These 5 networking sins are noted to help you learn, grow, and then become a master at networking.

1. It’s all about you….. Well, it’s not. People love to talk about themselves,so let them. I’ve learned to go to these types of events and ask anyone I wanted to meet a simple question… “So, what do you do?” And they’re off. Listening to someone else talk… and I mean really being engaged… will make them like you. They will say they had a great conversation with you— even if it is one-sided. So, instead of pitching yourself, let others pitch you.

2. No follow up.  If you leave the event with business cards and wait for the phone to ring, you’re committing a “sin.” Go through the cards and enter them into your mailing list. Then call- yes use the phone, don’t send an email- the contacts you believe can bump up your business and invite the person out for coffee on your tab.  Don’t pitch at the coffee meeting either. Instead talk to the person about what they do some more and learn where they can use help.

3. Not offering value. Once you have that coffee meeting and you discover how your potential referral contact can use help, find a way to provide it. Solve their problem for them- no charge- and without pitching yourself. Pretend that you have it all handled and clients are coming through the door. The contact won’t forget this move and YOU will be their number 1 priority when it comes to referring business.

4. Don’t think you’ve failed if none of this works.  There are selfish and bad people out there.  The system noted above works 95% of the time.  Your first time out (maybe first 3 times out) may fall within the other 5%. Keep trying…

5. Stop going to every networking event. You should be selecting your networking events carefully and not by open bar status or what’s on the menu either! If you know a networking event is going to be filled with pediatricians… pass. They may not help your market. If you know an event is going to be filled with people within your industry… go and practice steps 1-4. If you know an event is going to be a mix of professionals you may, one day, sell your services to then go and practice steps 1-4. You may get referral or direct business off of it. Protect your time by picking events that (long-term) can provide you with real ROI. Don’t just network for the sake of meeting people. After all, the goal is to establish your brand and bring in money.

Velma Trayham

Quotes for Business

I was recently was reading a trade industry magazine for business men and women. This magazine had a section dedicated to sound business advice. While a lot of the information and quotes were pretty basic, I found five quotes that really inspired me to look at what I can improve upon in 2015.

1. "Never confuse activity with progress." —Ty, Boston, MA
I agree. You can be busy and still not grow. Don't be satisfied with the business you do have. Go after the business you don't have!

2. "Cash is more important than your mother." —Grace, Shanghai, China
I know this is harsh, but cash is king. Your mother wouldn't have nice things if it wasn't for your extra support (I hope). So, know cash makes the world go round and if you're not bringing it in as a business owner then you're doing something wrong.

3. "Always look for people smarter than you, and surround yourself with people who can challenge and inspire you." —Doug, Redwood City, CA

If you think you're the best then you will fail fast. Find people who know more than you and continue to learn.

4. "Hire slowly. Fire quickly." —Jenny, Seattle
I couldn't agree more. You can develop skill, you can't develop customer service. If you have someone on your team who is abrasive and not caring, fire them right away before the situation becomes worse.

5. "Getting your business launched and your first product onto the market will take you twice as long, and cost you twice as much, as you think it will." - —Dave, Toronto, ON

Well said! If you think this is easy, you're not really equipped to run a business.

I hope these quotes have inspired you to do great things for the rest of 2015...

Until next time,

Velma Trayham

Peer Referrals …. Do They Really Work?

I recently had someone ask me if I get any ROI from attending marketing events or online symposiums. The truth is ‘Yes’ – I do. While I know many people don’t think marketing events or peer referrals truly work, the bottom line is to understand that referrals aren’t a “sure” thing. You still have to work to obtain the business.

Some people say, “Sure, refer me to your source” only to be nice. This is a lead that you will pitch and pitch and will never come through.

Other people say, “OK, make the introduction” only to see the cost of your services and run away- no matter how valued the relationship is. This lead was never secure to begin with.

Other people are thinkers. Other people are price comparers. And other people are actually interested. Like any type of business, referrals are simply inquires and you have to earn their business. Just because someone knows you and loves your services doesn’t mean the third party will buy on a handshake or virtual introduction.

So, how do you close a referral lead? Simple – just follow these 3 steps.

First, reward those who send you business. If the referring party has a financially vested interest, he or she will help to follow up and close the leads they do send over. Keep in mind, however, that only about 20% of all leads will actually close.

Second, offer a discounted or rewards program to those who have been referred to you. Even with praise and amazing ratings, an incentive-based offer to try your services for a limited time works better than sending over a large contract or long-term service obligation.

Finally, don’t be aggressive. Stop with the daily “follow up” phone calls, sales-ad emails (sent twice a week), and Facebook ‘Likes’. If a potential lead is annoyed with a pushy sales process right off of the bat, he or she will be skeptical of your services. I know it is hard- but be conservative with your follow up efforts.

Until next time,

Velma Trayham of ThinkZILLA

The Habits of Successful People

Are you mentally strong? Are you able to be successful? Much like your body has to be worked out to become strong, the brain does too. Many of the most celebrated CEOs and business leaders around the world are know for being "tough as nails", but this didn't happen overnight. In fact, most CEOs have to practice being mentally strong and work at being successful. 

Here are the top five habits of mentally strong people who are successful;

#1. They don't attend pitty parties. That's right, the mentally strong don't feel sorry for themselves when things don't happen as planned. They don't blame others or dwell on things, either. So, if you want to be great, brush off something that didn't work out and move on without holding a grudge.

#2. They refuse to be complacent, even when the money is good. Yes, complacent only means you will one day be outdated. Embrace change and learn new things daily.

#3. They refuse to please others. Mentally strong people have a job to do. Worrying about pleasing others or how others will react is a distraction that will cut off money and success. Don't worry about people, worry about the task at hand.

#4. Don't give up after a venture fails. Most of the known CEOs have had failures. But they're out there, spinning a new business and looking at other opportunities. If you let failure stop you, then you really do fail!

#5. Don't rely on the world for anything, including breaks. The world owes you nothing, regardless of how tough you had it as a kid or so on. If you know the world isn't going to give you a break, then you realize you have to try harder than everyone else to be successful.

Until tomorrow,

Velma Trayham

The PR Power Is In The Lesson!

Happy Almost Friday! Below are a few powerful PR lessons I've learned. I want to share them tonight so you have a few tools to help you better your ability to compete within business.

Here we go;

Before you create anything in business ask yourself these two questions: “What problem am I solving for my ideal client/how am I being of service?” and “how does this lead to making money?”

Brain storming is vital for success. When you release all of the ideas in your brain and get them down onto paper you can start to strategize and organize. You can put the pieces of the puzzle together and eliminate the ideas that don’t serve you.

Just because you CAN do something doesn’t mean you have to. You are great at many things but that doesn’t mean you have to do all of them at once. Take that one step further… just because you started out doing one thing and became known for that one thing doesn’t mean you have to continue to do it if it no longer thrills and excites you. Let it go.

Community is critical. There is nothing more comforting than sitting in a room with like-minded people who are taking a risk and opening up about their fears, insecurities and limiting beliefs. It’s not easy to speak your truth but once you release it, you can move past it.

Mentoring is invaluable. I truly believe that the fastest way to success is through mentoring. There are things experience can teach you through the lessons and insights shared by those who have been there and done that.

The only way to grow is to take risks. The surefire way to stay exactly where you are is to do exactly the same thing you are doing right now. It’s a choice. Choose wisely.

Until next time,

Velma Trayham

Competition- Why Falling Stars Matter

Pepsi has Coke. Or, as they see it, Coke has Pepsi. McDonald’s has Burger King. Or, as they see it, Burger King has McDonald’s.  Regardless of what you do for a living, there is a competitor. The closer you get to inching over into their profit margin, the more your competition will start to view themselves as a falling star. So, what exactly is a falling star?

Technically speaking, a falling star is defined as follows; A meteor or “shooting star” is the passage of a meteoroid or micrometeoroid into the Earth’s atmosphere, incandescent from air friction and shedding glowing material in its wake sufficiently to create a visible streak of light.

Notice the phrases “air friction” and “shedding glowing material”. When your competition stops competing and starts sabotaging (yes, it does happen) or is consumed by jealousy they become falling stars. They hit friction and they shed their glow doing so. As a business owner, you will come across several falling stars. You are warned. It will happen.

The best advice I can give you is to stay in your lane. These are not the types of falling stars that you want to notice. Ignore them. Ignore the friction. Do not look at the shedding glowing material. Don’t buy into jealousy. Instead, continue to glow as brightly as you can so you too do not fall.

We all need healthy competition in life and in business. It is what helps us grow and drives us to be better than we were yesterday. But when our competition turns into a falling star, know that their friction and temporary glow is contagious and can also drag you back down to Earth while harming your business.

Stay positive. Stay focused. Stay bright!

Velma Trayham, ThinkZILLA

Measuring Real PR Value

The PR report can help you gain better contracts, more money, and more respect within your industry. PR reports reflecting real value and measurements. If you are afraid to run a metrics report then you know you are doing something wrong or under-serving your clients.

Here are a couple of ways to measure PR efforts to show real value;

1.       Surveys - Ask relevant questions and tally results. Yes, survey results count as part of reporting. In fact, it is a major role if your client isn’t a B2B client.

2.       Scores - Create indices or scoring mechanisms to identify valuable outcomes and results, recognizing quantity (volume of media hits) and quality (scoring for content feature, prominence and mention).

3.       Correlations - Identify correlations between outputs, outcomes and business results. Track public relations events with lead generation (online, email, phone, events) and track public relations events with web traffic.

There are some online applications that can run your social media and clipping reports too, but you often have to pay for these. Yes, they are expensive.

Even if you have to create and keep reporting data in a spreadsheet, do it! Not sending clipping reports or reel reports- heck, any report, can shortchange both you and your client.

Until tomorrow,

Velma Trayham 

Media Relations Ruined in Three Steps

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.

Until Monday, 

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

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 

How to Kill Your PR Brand with a Selfie!

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

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

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

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

What you don't want to do is be the selie- queen or king.  Only the great publicists know that it isn't about them, it's about their clients.  It's OK to toot your own horn if you toot that of your clients' more. If it is all about you then it can't be all about your client. Thus, follow my steps above and stay away from constant selfies. They will kill your PR Brand.

Velma Trayham

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 

The Media Interview 102!

A while back I talked about the traps of media interviews. Even with the best vetted credential, it is possible that your clients will be ambushed by a reporter during a live or taped interview. So, how do you help your clients regain control of an interview when this happens?

Start by having a strong message to restate-especially if the client is in trouble. If Charlie Sheen was your client, don't have him defend his drug use- this would come off wrong during teasers. Instead, have him strongly discuss how getting help has been a lifelong battle because he has a lifelong disease. It is OK to turn the tables on a journalist who has already flipped a table.

You also want to make sure your client doesn't seem too rehearsed with his or her answers. This doesn't sit well on television and makes for great late night television video clips. Work with your client on improving conversation skills and make sure you call all interviews "media conversations" to reinforce this training.

You can regain control when an interview goes bad, but just make sure your client knows how to do also do this!

This said, I will not be posting on this blog until January 5th of 2015. Make sure to follow me on Instagram, where I will be posting updates, until this date.

Velma Trayham of ThinkZILLA

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 

Business PR 101

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,

Coco the CEO

The cost of negativity – firing a client.

Last week I touched a bit on firing a client and a few basic reasons why and how to do this. Today, however, I want to talk about weighing the costs. Most people become emotional about firing a client. They think it’s going to harm the client or their own reputation.

Any smart business owner adds a Terms of Service agreement onto their invoices. These Terms of Service agreements not only show your client what guidelines and expectations come with working alongside and hiring your firm, but they also include social media and online review protections that can allow you to sue your client should you fire them and they become hostile.

Chip Bell, who is a Customer Loyalty Consultant and best-selling author, recently wrote “Business owners may anticipate having to replace lost revenue or fear potential negative word-of-mouth that might ensue from severing their ties with a client. This often keeps them from lowering the boom on highly toxic or bottom-line-eroding customers. And in the viral world, the word-of-mouth concern should definitely be figured into the decision.”

Money is often a concern, along with reputation management, when firing a client. You can replace a contract. You can’t replace your sanity or the amount you may lose because of a toxic client. If you have a client who requires too much of your time, other clients may leave your company. Is it easier to replace one client or many? The answer is pretty simple.

Chip Bell states, “Customers should be encouraged to exit for one of three reasons: They’re costing you too much financially, taking a steep emotional toll or violating a key value of the organization.”  Think about the client you may want to fire. Think about what I said and then think about the three steps Mr. Bell just listed. Now,  can you really afford to keep this client? 

Negativity and finances are always a good reason to part ways.

Until tomorrow,

Coco the CEO