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

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 

Social Media Promotions & Growth

For those who know me, you know that my social media accounts are part personal and part promotional. Once in a while I put up a MEME that I shouldn't or a selfie, but hey- that's me and people love my brand. There is a business side, however, to social media promotions that I want to address.

If you're going to run a social media promotion, make sure to use and track coupon codes, specific created hashtags and client key word searches. Acknowledge what is working directly with your followers. True bosses give credit where credit is due. Not sure what I mean? Follow actor Jared Leto's Twitter account. He is constantly running beta tests and then thanking his fans. He has them engaged 24/7!

Second, if you want a promotion to work- build relationships and be serious about it. Most media resources (and all PR peers) are natural 'BS' detectors. If you're constantly pushing your selfies, your clients' initiatives, and "buy now" deals then no one will feel that you have a genuine interest in a real relationship as a media resource. Be on point without overtly promoting when it comes to visuals and content. Oh, and don't buy followers. Smart PR people and journalists can easily embarrass you with this. Yes, the buy-ins are trackable.

Until tomorrow,

Velma Trayham

There's Value in Publicity

When people don't see the value in public relations, they don't see the dollars they are missing out on. Publicity is a long-term, layered process. You need to build a relationship to be in the game, not just send out a few releases and Tweets over the period of a couple of months.

So, how do you get a client to realize all that you do for him, her, or them when it comes to publicity? Simple, you simply say "yes" followed by "and then."  This tactic has been used for years by Wolves of Wall Street.  It is pretty effective because it tells clients what they are missing out on and helps you upsell all at the same time.

For example,  if a client says to you "I'm not seeing results. It's been four months and I could have done this myself," don't argue with them. For the most part, they COULD have called the media and wrote their own press releases.  Instead, using the 'Yes' tactic will put more into perspective for them.

Your response should be more like this; "Yes, and I can see your frustrations. I'm not doubting your ability to do what I do, but do you really have the time to dedicate to these tasks or  the ready-to-go resources? Results do take time, but let me list what we have accomplished in such as short time....."

You should always upsell your strong attributes and remind clients of where your value really lies. So, as you head into the week, ask yourself if you are saying "yes" enough when clients are happy, sad, or unsure.

Until next time,

Velma Trayham

Instagram Leads 2015 for PR Clients

I can’t tell you how many of my PR clients are lost when they show up in my office. They have either been burned by a bad publicist or they have been trying to DIY it.  While a pro, like me, has to reign things in and rebuild or brand from the bottom up, there is one app that I tell my clients to use and to use frequently. It’s Instagram.

Now, people seem to be hooked on Pinterest and not Instagram. The opposite should be true.  Pinterest works great as an intention book or a quick recipe share with a deep link. It is popular for hairdressers and retailers as a way to engage with their clients. From a personal branding perspective, Instagram is better for converting a fan base that TRULY follows you.  You can have all the social media accounts in the world but if you’re not using them properly, and you’re not converting ‘Likes’ to business, why bother?

Instagram means brand loyalty and brand loyalty means business, maybe not as immediate ROI- but it will cultivate leads that eventually turn to business. Pinterest, however, is for sharing pretty pictures and recipes.  Many tech savvy journalists agree with me. Instagram is still beating Pinterest as one of the top phone apps to use for business in 2015. If you don’t already have Instagram, and you’re not actively using it, you’re already that far behind. The good news it is isn’t too late to join the game.

You can’t outsource Instagram either. I take that back, you can- but it defeats the point. Content and marketing can be outsourced for Google+, Yelp, Facebook, Twitter, and LinkedIn. Instagram demands more of your time because it is a social engagement app. Your followers want a peak into your life, not a marketing update!

So, ask yourself if you’re active on Instagram. If not, download the app right now and start posting!

Velma Trayham of ThinkZILLA