Today I want to offer some basic tips that can help your PR company generate major dollars. First, don’t keep firing and hiring employees. Turnover costs more money than training or retraining an employee. It is actually more beneficial to invest in educating your current employees versus hiring and firing over and over again. Unless an employee committed and employment “sin”, try to work with him or her to help your own bottom line.
Don’t wanted 15% of your work week, which is the national average, on social media. You can delegate this work to an intern or a freelancer. 15% of your work week can be focused on seeking out and proposing new business leads versus working on social media. Writing blog posts and updating social media is important but a huge time water. Invest in someone else to do this for you so you can go after bigger business.
Finally, reward your customers. Find a way to give customers a reason to stay with you. Repeat business is important and easier to obtain than finding new business. If you have to give away a free Starbucks to a customer every month or pay for their business cards to be printed, do it. Do whatever it takes to keep old business- even if it comes to discounting a service or a product. In the end, you will make more money using this system.
Money is why we work. If you are not making as much as you can each day then what is it that you are doing?
Until tomorrow,
Velma Trayham
Showing posts with label pr blogs. Show all posts
Showing posts with label pr blogs. Show all posts
Monday, January 26, 2015
Wednesday, November 5, 2014
Overexposure.... it happens
Overexposure is a very real thing. Publicists often have to walk a fine line when working with co-PR management (film, music, cross generational brands, etc.) to ensure that messaging and promotion is effective and not so heavy that fans or customers feel sickened by it.
Molly Tullis recently covered overexposure and I feel she captured it perfectly. She said, "In the summer of 2013, the Jennifer Lawrence love affair was at an all-time high. The Hunger Games had come out a year earlier, she won an Oscar for Best Supporting Role in the Silver Linings Playbook, and hit a home-run by saying all the right things about body image and young girls. But by December I was waiting for the imminent backlash. I didn’t have to wait long. Before she could cash her paycheck signed out to Katniss, Jennifer Lawrence was fielding reports that she was obnoxious, ‘everywhere’, and people were incredibly “sick and bored of her.” Ironic that a culture that had obsessively gorged on her girl-next-door charms felt sick soon after. Of course she was everywhere – we put her there. The same phenomenon happened with Reese Witherspoon and Anne Hathaway before her. We loved them, we put them on every cover, we give them sponsorships, and while they’re still walking red carpets, they’re consistently fielding comments such as: “I don’t know why… I just don’t like her.”
Here's the thing- there is no measurement to predict overexposure. It has to be addressed on a case-by-case basis. If you look at Molly's comments above, think about Jared Leto. He won the Oscar. He is in a successful band. He is on every tech magazine's cover right now. He has his own streaming company for entertainers. He is practically everywhere and yet- he has no overexposure risk. I think this is because he is collectively evenly spread out (as a brand) across different mediums that cater to different audiences.
My point tonight is this, pay attention to your measurements and what audiences are saying on social media. The moment whispers start to turn south, pull interviews and reevaluate your publicity plan.
Until tomorrow,
Velma Trayham
Molly Tullis recently covered overexposure and I feel she captured it perfectly. She said, "In the summer of 2013, the Jennifer Lawrence love affair was at an all-time high. The Hunger Games had come out a year earlier, she won an Oscar for Best Supporting Role in the Silver Linings Playbook, and hit a home-run by saying all the right things about body image and young girls. But by December I was waiting for the imminent backlash. I didn’t have to wait long. Before she could cash her paycheck signed out to Katniss, Jennifer Lawrence was fielding reports that she was obnoxious, ‘everywhere’, and people were incredibly “sick and bored of her.” Ironic that a culture that had obsessively gorged on her girl-next-door charms felt sick soon after. Of course she was everywhere – we put her there. The same phenomenon happened with Reese Witherspoon and Anne Hathaway before her. We loved them, we put them on every cover, we give them sponsorships, and while they’re still walking red carpets, they’re consistently fielding comments such as: “I don’t know why… I just don’t like her.”
Here's the thing- there is no measurement to predict overexposure. It has to be addressed on a case-by-case basis. If you look at Molly's comments above, think about Jared Leto. He won the Oscar. He is in a successful band. He is on every tech magazine's cover right now. He has his own streaming company for entertainers. He is practically everywhere and yet- he has no overexposure risk. I think this is because he is collectively evenly spread out (as a brand) across different mediums that cater to different audiences.
My point tonight is this, pay attention to your measurements and what audiences are saying on social media. The moment whispers start to turn south, pull interviews and reevaluate your publicity plan.
Until tomorrow,
Velma Trayham
Monday, September 22, 2014
Marketing and PR
I want to start the week out talking about marketing and public relations. There is, as I stated before, a big difference within these fields- even though they work in tandem.
Marketing people have to shop products and services and pay attention to statistics and ad buys. PR people work with media outlets to help the public understand and spread a "word of mouth" campaign to promote products and services.
Recently, there has been a mesh of these two industries. And while I agree that there are now four segments of publicity (paid, perceived, social, and traditional), there are also four segments of marketing (paid, perceived, social, and statistical).
The problem I see with new PR people seeking my help is a "one size fits all" attitude. You can't do it all. You need to stick to one side of the field and work closely with either your publicist or marketing counterpart-especially if you have multiple clients!
Spreading yourself too thin is becoming a big problem, especially in the publicity and marketing industries. So, as you head into this week- make sure you are not spreading yourself too thin. Make sure you are staying on your side of the field in order to best serve your clients.
Until tomorrow,
Coco the CEO
Marketing people have to shop products and services and pay attention to statistics and ad buys. PR people work with media outlets to help the public understand and spread a "word of mouth" campaign to promote products and services.
Recently, there has been a mesh of these two industries. And while I agree that there are now four segments of publicity (paid, perceived, social, and traditional), there are also four segments of marketing (paid, perceived, social, and statistical).
The problem I see with new PR people seeking my help is a "one size fits all" attitude. You can't do it all. You need to stick to one side of the field and work closely with either your publicist or marketing counterpart-especially if you have multiple clients!
Spreading yourself too thin is becoming a big problem, especially in the publicity and marketing industries. So, as you head into this week- make sure you are not spreading yourself too thin. Make sure you are staying on your side of the field in order to best serve your clients.
Until tomorrow,
Coco the CEO
Thursday, September 18, 2014
Oh No, Not "That" Client.....
I was recently visiting a friend who is also in the PR business. Her assistant interrupted our conversation by using the speaker on the office phone to announce "Judy, it's THAT client for you." My friend, Judy, looked at me with a sense of defeat, shrugged, and regrettably answered the called.
I watched in horror as Judy wrote frantically on a note pad, rolled her eyes, and pretended to point a gun (using her finger) at her head. She really didn't say too much during the phone call, occasionally replying with an "uh huh" or "ok".
Judy hung up the phone and said, "great, more demands that I will not be able to meet." What! I couldn't believe it. Then why state "ok" or "uh huh" to the client? I thought I knew Judy better than this. No wonder her client wasn't happy. No wonder Judy regretted these phone calls. Judy was setting the client up to fail by agreeing to the impossible!
My point today is not to set up yourself, or your clients, for failure by over promising and under delivering. Further, if a client has outlandish expectations- tell him or her. The worst thing you can do is say you will make it happen or imply that there is even a possibility that the impossible may be possible.
35% of our failure as publicist is over-selling what can't be achieved. Every single client wants to be on Oprah. Don't believe me, ask them! It is our job to explain that Oprah, while amazing, isn't within the realm of reality- especially if the client is just starting out and needs to grow their accolades and pay their dues when it comes to stringer media. Don't get me wrong, lightening does strike- but not very often.
Be upfront with your clients and you will not have to take calls in true Judy fashion!
Until tomorrow,
Coco the CEO
I watched in horror as Judy wrote frantically on a note pad, rolled her eyes, and pretended to point a gun (using her finger) at her head. She really didn't say too much during the phone call, occasionally replying with an "uh huh" or "ok".
Judy hung up the phone and said, "great, more demands that I will not be able to meet." What! I couldn't believe it. Then why state "ok" or "uh huh" to the client? I thought I knew Judy better than this. No wonder her client wasn't happy. No wonder Judy regretted these phone calls. Judy was setting the client up to fail by agreeing to the impossible!
My point today is not to set up yourself, or your clients, for failure by over promising and under delivering. Further, if a client has outlandish expectations- tell him or her. The worst thing you can do is say you will make it happen or imply that there is even a possibility that the impossible may be possible.
35% of our failure as publicist is over-selling what can't be achieved. Every single client wants to be on Oprah. Don't believe me, ask them! It is our job to explain that Oprah, while amazing, isn't within the realm of reality- especially if the client is just starting out and needs to grow their accolades and pay their dues when it comes to stringer media. Don't get me wrong, lightening does strike- but not very often.
Be upfront with your clients and you will not have to take calls in true Judy fashion!
Until tomorrow,
Coco the CEO
Tuesday, September 9, 2014
PR Stunt to Sell Tickets?! No, It Can't Be....
The oldest trick in the PR book is to start a controversy to create news for yourself or your client. I bring this up because Beyonce's father just stated the divorce rumors surrounding his daughter were self-created to sell tickets.
The New York Daily News wrote this tonight, "Mathew Knowles is claiming Beyoncé and Jay Z's divorce rumors are all a bid at getting more bills, bills, bills. The superstar singer's dad and former manager opened up about his daughter and son-in-law's supposed marital woes on the "Roula and Ryan" Houston radio show on 104.1 KRBE earlier this week. "It's called a Jedi mind trick," he said. "The Jedi mind trick fools you a lot of times." - Read more: http://www.nydailynews.com/entertainment/gossip/beyonce-dad-mathew-knowles-divorce-rumors-sell-tour-tickets-article-1.1920503#ixzz3CsGWqU2G
But why would Beyonce and Jay Z need to sell tickets? Isn't their tour going well enough? Yes and no. The tour has tickets at not-so-friendly recession prices. Between tickets, merch., and drinks, two people can easily spend in excess of $500 to go see the concert. Those numbers mean a lot to people making between $11 and $20 dollars an hour. But, if this concert then becomes one of the last times you might see Beyonce and Jay Z together, for fans, the ticket price because "doable" given the possible circumstances. Don't forget that Kid Rock recently bashed entertainers, like Jay Z, who are charging outrageous amounts of money for concert tickets. Rock performed all last summer with ticket sales at $20 a pop. The tour did quite well- all in the same of bashing Jay Z!
So, why not use the oldest PR trick in the book and have Jay Z create a conflict that would benefit Jay Z and Beyonce? If what Mathew Knowles claims to be the truth is right, then Jay Z has just pulled off one of the greatest PR tricks known within our industry.
Until tomorrow,
Coco the CEO
The New York Daily News wrote this tonight, "Mathew Knowles is claiming Beyoncé and Jay Z's divorce rumors are all a bid at getting more bills, bills, bills. The superstar singer's dad and former manager opened up about his daughter and son-in-law's supposed marital woes on the "Roula and Ryan" Houston radio show on 104.1 KRBE earlier this week. "It's called a Jedi mind trick," he said. "The Jedi mind trick fools you a lot of times." - Read more: http://www.nydailynews.com/entertainment/gossip/beyonce-dad-mathew-knowles-divorce-rumors-sell-tour-tickets-article-1.1920503#ixzz3CsGWqU2G
But why would Beyonce and Jay Z need to sell tickets? Isn't their tour going well enough? Yes and no. The tour has tickets at not-so-friendly recession prices. Between tickets, merch., and drinks, two people can easily spend in excess of $500 to go see the concert. Those numbers mean a lot to people making between $11 and $20 dollars an hour. But, if this concert then becomes one of the last times you might see Beyonce and Jay Z together, for fans, the ticket price because "doable" given the possible circumstances. Don't forget that Kid Rock recently bashed entertainers, like Jay Z, who are charging outrageous amounts of money for concert tickets. Rock performed all last summer with ticket sales at $20 a pop. The tour did quite well- all in the same of bashing Jay Z!
So, why not use the oldest PR trick in the book and have Jay Z create a conflict that would benefit Jay Z and Beyonce? If what Mathew Knowles claims to be the truth is right, then Jay Z has just pulled off one of the greatest PR tricks known within our industry.
Until tomorrow,
Coco the CEO
Wednesday, August 13, 2014
2 “Must Have” Traits for Today’s PR Leadership Needs
In the public relations business it is essential that you
are able to lead a group. From leading clients through a rebranding campaign to
heading up a multi-media press junket at the Academy Awards, you are expected
to do it all!
This said, there are two “must have” leadership traits that
make or break a public relations account rep. What are they? Being transparent
and operating in real time.
I can’t talk enough about transparency. It is crucial that
you never lie, exaggerate or over promote yourself or your clients to the
media. They can smell BS. When leading a
client or the press, be honest with them. Don’t over hype, don’t fudge the
truth, don’t mimic someone else’s campaign.
If your client has a weak spot, address it right up front and then play
up his or her other positive points. This is the definition of great
leadership- knowing when to tell the truth and knowing how to not lie but play
up other points.
Secondly, be on time with your media delivery. It is very
hard to promote anything in advance with today’s 24/7 social media culture. You
need to monitor Twitter and Instagram almost second by second. Thus, to lead,
make sure you are using real time examples and headlines to pitch your clients
or you will be dead in the water, as will be your company.
I hope these two simple, yet important tips, help you
amplify your leadership skills.
Until tomorrow,
Coco the CEO
Monday, August 11, 2014
What to do when clients don't listen....
It is very hard to make clients do anything, even when it is in their best interest. I want to talk about the dark side or public relations tonight. Most people think the life of a publicist means coordinating interviews and residing on the sidelines of glamorous red carpets.
In fact, our job can be very special at time and glamorous, but most of the time we have to convince clients to show up for interviews, say the right thing at interviews, and then understand that the interviews still may not be composed in a positive light. We can arrange interviews all day long, but we can't make the reporter like our clients all of the time.
This is the dark side of public relations and it is the main reason why a client skips from PR agency to PR agency. They will never find the perfect public relations firm because they are unwilling to listen to their publicity team. So, how do you handle this scenario when you come across it (and you will)?
First, have an air-tight contract to define that PR is only as good as the client who gives the interview and accountability is shared with the client.
Second, make sure you client signs off on any media interview, offer, press release, or other collateral that is represented to the public by your firm. Why? Well, your clients may become irritated at this procedure but it will protect you should an interview go south. The accountability doesn't sit solely on your shoulders if the client acknowledged the risks, benefits, and then gave the answers during an interview.
These two small tips will save you a lot of heartache and they will give your client a clearer picture of what his or her expectations are within the confines of your contract.
Until next time,
Coco the CEO
In fact, our job can be very special at time and glamorous, but most of the time we have to convince clients to show up for interviews, say the right thing at interviews, and then understand that the interviews still may not be composed in a positive light. We can arrange interviews all day long, but we can't make the reporter like our clients all of the time.
This is the dark side of public relations and it is the main reason why a client skips from PR agency to PR agency. They will never find the perfect public relations firm because they are unwilling to listen to their publicity team. So, how do you handle this scenario when you come across it (and you will)?
First, have an air-tight contract to define that PR is only as good as the client who gives the interview and accountability is shared with the client.
Second, make sure you client signs off on any media interview, offer, press release, or other collateral that is represented to the public by your firm. Why? Well, your clients may become irritated at this procedure but it will protect you should an interview go south. The accountability doesn't sit solely on your shoulders if the client acknowledged the risks, benefits, and then gave the answers during an interview.
These two small tips will save you a lot of heartache and they will give your client a clearer picture of what his or her expectations are within the confines of your contract.
Until next time,
Coco the CEO
Wednesday, July 30, 2014
3 Event Success Tips From A PR Perspective
As you read these tips, I encourage you to share your
success secrets and tips with interns and entrepreneurs. It will not harm your
business, it will grow your circle of trusted professionals when it comes to
networking, sales resources, and more!
Tip 1: Interaction is key, not presentations. No one likes
to sit through presentations. We often have to, but ask someone if they are
excited about a three hour presentation, they’re not. So, find ways to
incorporate the audience and feed off of their energy to keep people engaged
and happy.
Tip 2: Take care of your sponsors. Often, ROI for a sponsor isn’t immediate and
they tend to care about this factor more than media value. So, how do you keep
them happy before, during or after an event? Treat them like gold. Sponsors are
your event’s financial backbone. Send random gift cards, play their importance
up big time to everyone, and continuously thank them for supporting you.
Tip 3: Don’t accept any media outlet. This is a rookie
mistake. Sometimes we are so desperate for clippings (especially if we have bad
clients), that we – as PR people- will credential any media outlet to cover the
event. This isn’t good. In fact, it’s bad. Why would the mainstream media show
up when they see stringer reporters (or worse, illiterate bloggers with an
audience of 200 who want to be reporters) attending the event? If you want to
add a “need to be here” feel to the media, make sure you are only offering so
many credentials and offer VIP credentials to the right outlets. Don’t
credential each and every outlet. It’s not worth it. It will ruin your reputation
and when your clients (or sponsors) discover they are being interviewed by a
small time reporter or stringer…. They WILL Be unhappy.
Until tomorrow,
Coco the CEO
Monday, July 21, 2014
Can't wait for tonight! 1st ever Go DJ Awards in Houston!
(Houston TX- June 2014) GO DJ HIP HOP | ENTERTAINMENT RED CARPET AWARD SHOW. HONORING HOUSTON’S TOP 30 IN MUSIC, ENTERTAINMENT & MEDIA.
The Largest Go DJ Hip Hop| Entertainment Awards Show "Houston Edition" will take place in Houston,Texas, Monday July 21st 2014. This event is presented by Go DJ HI-C which is in fact the CEO of a global DJ Coalition called the Go DJ'S with over 250 Dj Members worldwide.
Fox 26 News Reporter Isiah Carey , Rapper Bun B, entertainment Attorney Carl Moore are just a few of the thirty business and entertainment professionals being honored at the first annual Go DJ Hip Hop Entertainment Awards.
We have a great turnout already. HBO and Comedy Central comic Ali Saddiq is the MC and the group of professionals we are honoring truly represent Houston’s spirit and energy,” Our invited guests and VIP presenters are receiving letters this week with special red carpet instructions. It is going to be a blast!”
ThinkZILLA PR Group, a Houston-based company with locations In Atlanta and Beverly Hills,California will manage media and coordinate the event. Not only does this bring attention to Houston’s business and entertainment talent, but it brings tourism into the city which equals tax dollars for local schools and outreach programs,” finished Trayham.
A full list of honoree’s may be requested by emailing Velma@itsthinkzilla.com The event starts at 6pm on Monday, July 21st of 2014, ending around 11pm. The award ceremony will take place at WAREHOUSE LIVE (Downtown Houston) 813 ST.EMANUAL ST. HOUSTON TEXAS 77003. Media credentials with red carpet access are available upon request.
Media Contact : prteam@itsthinkzilla.com or contact Velma - 713-297-9122
The Largest Go DJ Hip Hop| Entertainment Awards Show "Houston Edition" will take place in Houston,Texas, Monday July 21st 2014. This event is presented by Go DJ HI-C which is in fact the CEO of a global DJ Coalition called the Go DJ'S with over 250 Dj Members worldwide.
Fox 26 News Reporter Isiah Carey , Rapper Bun B, entertainment Attorney Carl Moore are just a few of the thirty business and entertainment professionals being honored at the first annual Go DJ Hip Hop Entertainment Awards.
We have a great turnout already. HBO and Comedy Central comic Ali Saddiq is the MC and the group of professionals we are honoring truly represent Houston’s spirit and energy,” Our invited guests and VIP presenters are receiving letters this week with special red carpet instructions. It is going to be a blast!”
ThinkZILLA PR Group, a Houston-based company with locations In Atlanta and Beverly Hills,California will manage media and coordinate the event. Not only does this bring attention to Houston’s business and entertainment talent, but it brings tourism into the city which equals tax dollars for local schools and outreach programs,” finished Trayham.
A full list of honoree’s may be requested by emailing Velma@itsthinkzilla.com The event starts at 6pm on Monday, July 21st of 2014, ending around 11pm. The award ceremony will take place at WAREHOUSE LIVE (Downtown Houston) 813 ST.EMANUAL ST. HOUSTON TEXAS 77003. Media credentials with red carpet access are available upon request.
Media Contact : prteam@itsthinkzilla.com or contact Velma - 713-297-9122
Friday, June 27, 2014
PR on the Weekend
As a publicist, you are like a doctor. You are always on
call- even on your “off” days. Client emergencies come up, news doesn’t stop,
etc. So, how do you step away from your role as a publicist until you get that
crisis communication call?
Well, I have a few tips for stepping outside the publicist role
until you do get that phone call.
1.
Shut your phone off when you go out with family
and friends. They need your attention. Shutting your phone off for an hour or
three will not end the world- I promise. So, shut the phone off and cut
yourself off from email, text messages, social media updates and enjoy some “me”
time.
2.
Make sure you never respond to a client when it
isn’t an emergency during your days off. If you start responding on your days
off to minor issues, etc.- your clients
will always expect you to do this. You are setting yourself up to work 24/7
which isn’t great because this actually lowers productivity levels.
3.
Don’t offer advice to friends in the business
during days off. PR people tend to hang
out together. Don’t talk shop when at the movies, etc. It will be hard, but
plan those conversations for coffee work dates during the week. A) You can
write off the coffee expense and B) You are at work when it is appropriate to
talk shop. Talking about work with PR friends on off time brings stress to the
forefront of your mind and, in this case, you should just go sit in your office
the rest of the day!
Try to use these tips and enjoy your time off this weekend.
I will be back blogging on Monday and Tuesday next week and
then enjoying some “me time” away from the blog until July 7th.
Coco the CEO
Monday, March 3, 2014
Recovering from a crisis
I had a client get arrested this weekend. It was a simple misunderstanding, but it happened. At first, I wanted to panic. Not only is this person a client, he is a personal friend. I had to gain my composure and look at the situation from a business perspective instead of a personal one.
If you find yourself in crisis mode, my suggestion is to follow what I did this weekend. You need to disassociate emotionally from the situation in order to handle it methodically. This isn’t going to be easy and it will not be fun. However, your role as a business person- regardless if you are in the PR business or the food industry- is to address the situation head on, honestly and with integrity.
My biggest piece of advice for recovering from a professional crisis is to remain calm, composed and emotionally detached from the situation. Stay professional and approach everything with a plan. Don’t give immediate answers, don’t take bad news personally, and don’t react.
If you need more information on crisis management and communications please contact me. I am here to help.
Coco the CEO
Wednesday, January 29, 2014
The Best PR Gift You Can Give Yourself.
You didn’t hear this from me but the best way to obtain media value is to develop it yourself. While a strong PR campaign is built on honest and years of layering your value like one would lay bricks in the media’s eyes, there is the power of controversy. For example; any commercial or video that is banned from a major network will go viral online. It is a gift of PR from the networks to the product or person being featured in the video. Getting yourself banned, condemned, caught with your undies (or no undies) showing will create a sense of immediate mystique about you and your brand.
This is a catch-22 situation, however, because it isn’t true that all press is good press. You can ruin your brand if you’re constantly showing up to step and repeats for the sole purpose of having your photo taken. You have to do something that shows value, otherwise the controversial move you will create will-indeed-only last 15 minutes.
If you’re going to take the plunge and do something controversial to up your media value, make sure you have a product or purpose to back it up. Otherwise, that quick value you create will not result in any actual sales.
Until next time,
Coco the CEO
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