Live Events & PR

People often believe that because they host a special event that the media will flock to it and blanket it with coverage. This statement couldn’t be further from the truth. Hosting an event means you have to work harder to obtain pre-press efforts and actually get the media to attend the event.

Here are a few pointers on obtaining actual media coverage for your next event;

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

Donald Trump – The most successful, yet failing, brand

Donald Trump is a great PR person. He is his brand. Everyone knows of him, but not everything he touches turns to gold. In fact, a lot of it doesn’t.  While the Trump brand may be known for luxury, it certainly isn’t known for paying bills or being a reputable source within the business community.  In fact, you can say Trump is more sizzle than steak.

How does this happen. Well, Trump himself is a good PR person. He talks a great game. He acts and looks the part of someone with true authority. He loves the camera and he loves social media.  This doesn’t mean he is making a profit or that he is good at business. Do you know any people like this? Chances are you do. There are plenty of wanna-be Trumps out there. It’s great to aspire to be like someone, as long as that someone is really successful and not just a bunch of photos and social media posts.

Here is a list of Donald Trump’s failures. I bet that from what you currently know of the man, these failures are not alongside your association with him. After you read this, they will be. Here’s the article: http://content.time.com/time/specials/packages/completelist/0,29569,2068227,00.html Yes, each item is clickable and you can read all the dirty details.

So, why am I talking about Donald Trump tonight? Simple. Aspire to be a brand but don’t only be a brand. You have to walk the walk. In today’s social media culture it’s easy to look the part – just like Donald Trump.  You actually need to provide quality services that you can build your brand upon, not the opposite. 

If you’re feeling a bit empty and your profits are really non-existent, you may have to ask yourself some tough questions this weekend about your brand. Are you putting your photos and social media first? Are you forgetting that your brand has to stand for something- like services? Are you spending too much time on you and not your customers?

Until tomorrow,

Velma Trayham of ThinkZILLA

What You Shouldn’t Tolerate in Business

New business owners, and even seasoned ones, are always learning from mistake and wins. However, there are three things that you, a business owner, should never tolerate within your company – no matter how big or how small your current company is.

1. Clutter and disorganization. Clutter and disorder cause stress and affect your emotional and mental well-being. The same goes for employees who tend to be disorganized, the can impact your business and your clients. Keep a tidy and well organized “you” space or office. It does make a difference.

2. Distrust. If you don’t trust an employee, why is he or she working for you? The same goes for your clients. You can fire them and if you feel they are not being honest with you, there is no point in working with or for them.  Your wealth depends on your ability to trust employees, vendors, etc. After all, no business works well because of one person. If someone is not trustworthy, leave them where they are and move on.

3. Mediocrity. Since when did “good enough” become a standard? If you are only going to do something half-way, why do it at all? It makes you look like you have no pride or don’t care. Make sure you are really giving everything you do 300%. Period. Oh, and if you have employees that don’t follow this rule- fire them.

Until Monday,

Velma Trayham of ThinkZILLA 

Why You Shouldn't Be Kind!

There are two types of PR clients. Those who pay you to do your job, council when needed, and help promote growth. Then there are those clients who pay you to say their ideas are great, never challenge what isn't working, and sit and listen to them blab on about how great they are.....

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.  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.

I had one client who was a celebrity. She thought things were not moving fast enough for her in the campaign. We had many prior branding challenges to deal with. Things weren't going to move fast and I told her this when the contract was signed. Two weeks in, she started to call me every day and complain. I had no choice but to not be kind and be honest. She fired me. She fired the next PR firm and then the one thereafter. A year later, she tried to hire me again. I declined the contract.

You want to work with clients who are ready and willing to hear the truth and to do whatever it takes to build their brand and promote growth. 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 blunt, unkind PR 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.

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 next time,

Velma Trayham

Do You 'Weekend' PR?

The publicity business is a  24/7 business. It is like the media, never stopping and always breaking. This said, I don't believe in 'weekend' pr rates because the public relations process is a continued process.

I know many retainer based firms like to charge double their hourly rate if they have to attend, coordinate, respond to questions, or do anything else starting at 5pm on Friday night until 9am on Monday morning. I can't figure out why a rate would double on a weekend when clients and publicists understand the concept of continued news.

I bring this up because someone recently asked me if they should hire a flat rate firm or a retainer-based firm and if there is a difference in work quality. Well, quality of work differences are usually based on the firm's experience and customer service practices, not rate. I know of some very reasonably priced PR firms that offer top-quality services. I can also provide you with examples of $400 an hour corporate PR firms that delegate their staff more to the golf courses than the client accounts.

Either way, if your PR firm is going to charge extra on the weekend then you have a problem. PR issues don't stop at 5pm on Fridays, especially in the entertainment business. If you are seeking to hire a PR firm, make sure you factor this in when hiring a weekend-driven retainer firm. If you are a publicist just starting out, know that this is where your competitive advantage begins!

Until Monday,

COCO the CEO

Things to look for in a business partner.

Yesterday I talked about the potential hazards that come with a business partner who refused to communicate.   Today, I want to offer 3 big tips to help you find the RIGHT business partner. These tips will prevent you from going into business with someone who isn’t as dedicated to the concept as you.

1.       Ask your potential business partner what his or her major goal for the company is in the upcoming year- then shut up. Don’t lead with what your goal is. Instead, let him or her talk about their version so you can get an idea about what similarities and differences you have going into the partnership.

2.       Exit plan. You need to ask the potential partner what he or she feels would be a good exit plan in case the partnership doesn’t workout. This is a major mistake for business owners who jump into the business bed together. They tend not to have an exit plan because they feel discussing this isn’t positive. It is, however, needed. If you have an exit plan in place then the stress of a failing partnership will not weigh upon the business.

3.       Ask the partner about three past challenges they faced and how they dealt with them. Business is challenging. You will have obstacles along the road. Asking this question will give you some insight as to your potential partner’s communication style with clients and peers, moral aptitude, and overall facilitation of the work environment’s culture.

If you go into a business relationship asking these three questions, you will be better off and so will be your company.

Coco the CEO

PR and Results

Happy Friday. We are at the end of a work week, which is why I want to use today's blog to briefly touch upon results. In the PR field, clippings and media appearances are no longer enough to measure branding and media results. Now, we have to consider social media hits and opportunities.

The problem I always face with new clients is a lack of understanding as to what media results are and how they factor into sales.  For example, if I have a client who sells cars and we book him as a car sales expert on every local show available, that same client is going to expect his car sales to jump through the roof in the next few weeks. The truth, however, is that this isn't going to happen.  One interview, or ten interviews, will not impact immediate and direct sales.

What will happen is a buyer will start to hear of our client through all the media channels. Plus, these media channels are picking up the client without paid advertising, which makes the client more creditable to consumers.  When, and only when, the client is ready to buy a new car will he or she remember and then consider our client.

Immediate results for publicity by way of clippings and appearances do not often equate to immediate sales. This is an important fact that many new publicists fail to council their clients on.  As we head into the end of the week, consider what you accomplished this past five days. Did you send out major pitches and campaign pushes? Did you call media outlet after media outlet? Did you get results? Chances are no. We who are in the industry know things take longer than often planned, but do our clients?

Until Monday,

Coco the CEO

Think Yourself Rich

If you don’t think you can think yourself rich, you’re dead wrong. A positive attitude and even more positive thinking can push you over the edge when it comes to making your first million dollars. Below are my three top tips for thinking yourself rich.

First, work like a millionaire.  Don’t rely on others to put in hard work when you are out partying. You need to be in the first one in the office and the last one to leave. This not only ups your productivity, it eliminates employees from goofing off.

Second, stop spending money and start investing it. Anyone can spend money. Anyone can save money. Not everyone invests money. This is a crucial step to developing assets that can leverage business ideas leading to your millionaire status.

Finally, don’t talk like you are poor.  In fact, talk like you are where you want to be without lying. Say ‘My next investment’ versus ‘when I have the money to invest’. It is all about attitude and hard work. If you work hard and you talk positive, you will get there.

Still have questions?

Call me to setup a consulting appointment.

Coco the CEO

Obtaining Trust in Business.

Everyone these days seems to be a skeptic. With all the bad news in business promoted on national news, it is not hard to imagine why this is. I’ve learned that once you obtain the trust of your employees or clients that life becomes much easier. Trust, however, isn’t easily earned.

Below are three ways you can help promote trust between yourself and another party. I’ve tried and tested all of these steps and they do work!

1.       Eliminate the cell phone check at a meeting. No one can trust another person who isn’t present at a meeting. If you are going to lunch or a meeting with someone, leave the cell phone in the car. I’m serious. If you have someone’s attention for a whole hour without showing them there is something better on the end of your phone- you will easily gain their trust.

2.       Truly listen. This is hard for many people to do as we all want to share experiences and speak about ourselves.  Listening and then repeating what we hear to others is a cue that we are trustworthy because we are interested.  Paraphrase what you heard at any meeting back to the key people involved to ensure that you are a listener and you are willing to communicate. This practice builds trust!

3.       Close the door. Yes, close the door for every meeting you have with a person if you have an office. This shows that you are putting them first and setting the outside world apart. I even like to say “I know this meeting isn’t going to address confidential information but I like to keep my conversations private. It helps me confide in important people, like yourself, should a situation arise.”

Learning to trust and learning to be trustworthy are two different things. As a business owner, you have to be trustworthy in a world that doesn’t reflect this message. Start implementing the three tips above and you will be on your way.

Until tomorrow,

Coco the CEO 

Dealing with Negative People

Welcome to life. You will always have a negative person nearby no matter how hard you try to escape them. What do you do, however, if you hire or work with a negative person? Well, I have a few tried and tested tips that work!

First, try to avoid them if possible. Sure, you work with them but that doesn’t mean you need to engage with them beyond a professional level. If they hang out in a certain snacking area, bring your own food. If they show up at your desk to “talk”, excuse yourself and find some copying to do.  If they're customers that you can't avoid, stay cordial and friendly but don't get sucked into a deeper relationship. Finally, make sure you draw boundaries with these people and YOU have to stick to them because they surely will not.

You also want to avoid being too positive with them. Reverse psychology doesn’t work on negative people. In fact, it is a breeding bed of challenging encounters for them. They will feed on counter-acting your positivity with negativity. Remember to remain neutral and to not get sucked into their negativity- which is harder done than said.

Finally, changed their words around and re-present them.  Negative people use negative tones and phrases.  If client A states “well, you know, if this is the best you can do then I guess it is ok”, simply reword it back to them. This tricks them into thinking what they said is acceptable, when really it isn’t and you are putting it back in their face- politely, of course. A good example of re-presenting the example above would be to say, “You’re right. This is the best work I can do and I’m glad we see eye to eye on the final product.”  See how this worked? It is amazing what can be accomplished by simply rephrasing something, right?!

It’s hard to be upbeat when you have a negative person around. Sometimes you have to deal with him or her- there is no escape. In these situations just remember my tips above.

Until tomorrow,

Coco the CEO

The New Business Owner, Common Mistakes

  I own several businesses. I started and sold businesses and I’ve learned from past failures- hey, it is a part of entrepreneurship.  What business owners need to understand is there are three massive entrepreneur mistakes often made during the first four to five years of ownership. To avoid setting yourself up for your own created downfall continue reading and learn from these points. 

1. You decide that you don’t need SCORE. Why? Most business owners miss this opportunity thinking it is a complicated process or a waste of time. It’s not. Here’s the link: http://www.score.org/ I recommend SCORE as a great way to really look at your business model before you go out into the business world. Seasoned professionals will give you the God’s honest truth about your company and what you’re missing. 

2. You can’t do everything yourself. Many business owners believe they can and will attempt to do this as a way to save money.  You don’t know everything, you could be missing something, and spreading yourself too think is a recipe for disaster. Get interns, hire freelancers, get creative – do whatever you need to do to bring on help- period! 

3. Your growth is stunted. So many business owners focus on starting a business that they fail to write a growth plan after the first year. If your business is still around after 365 days, congrats! Now it is time to write that growth plan and then follow it.

Make sure you really consider these three concepts as we head into Wednesday. 

Until next time, 

Coco the CEO  

When it’s Time to be Brave!

Several people want to run a business. Many people have great ideas. Even more people want to be their own boss. So, when do you walk away from your day job to go after your dream?

Well, there is a big difference between wanting to quit your day job to follow your business-ownership dreams versus actually being able to do it. In fact, the difference is financial ruin.

I tell my clients to prepare for the worst and expect even worse. This, in my opinion, is the best way to be truly prepared for all the unexpected situations business ownership will deliver. We don’t live in a perfect world and your business isn’t going to run this way either.

It is vital for you to have a year’s salary put away. Make sure this salary covers paying your bills, mortgage, paying for food, family needs, entertainment, + 6 months of an emergency fund. Additionally, you need to have 1 year of business operating expenses put aside. Don’t forget to include your startup costs and another 6 months of a business emergency fund.

Typically, this means you need to have around $200,000 cash on hand to really operate a business (and survive) for the first year to year in a half of being in business for yourself. Don’t forget the golden rule- most businesses don’ts tart making a profit until two to three years in, which leaves a gap of 6 months to a year where there is no cash flow… what will you do then?

You see, it isn’t wise to quit your day job until you are prepared to lose a lot of your saved cash (or other people’s money). Ask yourself right now if you’re willing to take this risk. If you’re answer is “no” then it isn’t time for you to be brave and quit your day job.

Until tomorrow,

Coco the CEO

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