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

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 

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

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

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