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

Three Poor PR Practices

I'm asked all the time what a publicist shouldn't do. Well,here are my top 3 WORST PR Tactics of ALL TIME;

1.       Bait and Switching Accounts.  The owner of the PR firm- you know, the one with the experience- pitches a client account. After the client signs on the dotted line and deposits are paid- the client is assigned to a Junior AR who is fresh out of college with no contacts and no experience.

2.       Hitting the “viral campaign” market right out of the gate. I still don’t understand the thought process behind this.  You need to develop relationships with journalists before the public will ever care about your client. So, why do so many newbies spend time tossing Instagram memes and viral releases at consumers? Don’t they know these efforts are a waste of time and not the first item of business?

3.       Email is your only friend.  People don’t talk anymore- except for journalists. They make phone calls, so why do PR people rely upon email to pitch a reporter? If you’re sending blast emails to reporters, your client will be blackballed from coverage. Pick up the phone and develop or further your relationship with journalists.

Until tomorrow,

Velma Trayham 

My Fav PR Apps for 2015!

Let's face it... apps help keep us BUSY PR professionals on target and in the loop. I'm starting the second month of 2015 off with a list of my three favorite apps to keep business and PR pitches as organized as possible and without looking automated or unprofessional.

I'm listing my "Favs" below. Please connect with me by leaving a comment below this blog as to if you use any or all of these apps or what your favorite apps are.

1. PitchRate. This free service connects journalists with topic experts – such as small business owners – for free media coverage. HARO is good, but PitchRate delivers results!

2. Zemanta. Basically, this is a blog service on steroids. The service will index your marketing content for multiple Content Ad formats. It saves you tons of time and is worth signing up for.

3. Aminstitute.com. This clever website helps you develop the perfect headline for your next release or ad campaign. Oh, it is free too! You want to write in AP style, but you want to capture emotion- this website tool helps you do both.

Until tomorrow,

Velma Trayham 

Journalists Wet the Bed!

I was recently asked by a public relations and communications student if having a relationship with a journalist matters. The answer is yes and no. If you ask a journalist, he or she will say - on the record, of course- that it doesn't matter. The journalist will tell you that everything in life is fair and that they treat every single press release with the same consideration.

If you ask someone like me, the answer is 'yes'. Relationships do matter. They matter because it is easier to call up someone you know and get your pitch moved forward vs. a cold call- or worse- a press release via email.

Journalists can't promote something based solely on a relationship. But, they can vet it based on the relationship. A publicist is a sales person. He or she must sell the pitch in spite of the relationship, which is where a journalist may "wet the bed" in industry speak.  If a PR person fails to follow AP style or is pitching something that isn't timely or has media value, then the relationship doesn't matter. If the publicist has something with media value to pitch, then the relationship does matter.

The truth is, media -in general- has more than 50 shades of gray when it comes to rules, policies, and relationships. I saw trust your gut and always be honest.

Until tomorrow,

Velma Trayham

Turning Events Into Media Coverage 101

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 next time,

Coco the CEO

Worst Phrasing Ever!

Happy Friday! I want to use today's blog post to cover cliche phrasing often used by inexperienced publicists.  Many new PR writers don't understand that cliche phrasing will not only get your press release deleted, but it can also get your firm black listed by the media.  Spelling and grammar errors, content issues, and bad formatting will create buzz among the press.... bad buzz about your company. So, when you go to write anything the press will read, make sure you are not using the following phrases;

"Next generation" should never, ever be used in media writing. You need to promote an actual message, not sell hype. It is the journalist job to sell hype, your job is to sell information.

"Synergy" is way overused. This term creates more cynicism than confidence.

"I’m going to tell you" is a big no-no. Why? Well, because it wastes the time of the journalist. You don't need to say you are going to tell someone something. Instead, just say it in writing and make sure it is accurate.

"In all honesty" is also bad because it implies that anything you say without this lead statement isn't honest. In fact, it shows that you are not honest in general and feel the need to distinguish when you are being honest.

If you avoid these four statements in your media writing, know you will be better suited to compete with other PR professionals.

Until next time,

Coco the CEO

When the Media Turns

There is a saying in the PR world that "no person in the media is a friend of the media." I laugh every time I hear this because it is so true!

Members of the press can be your best asset as a publicist, but they can turn on you quickly. If you deliver an exclusive to a different press agent, upon a client request,  your friend will quickly turn into a foe.  Further, if you invite the media to cover a client and then you have to cut them off, they will get upset.

So, how do you handle the media when they start to turn on you or overstep their boundaries? First, you need to act quickly and accurately. If a media person is upset with you, or you get the vibe he or she is upset, approach them in writing. 

Here's an example:
"john, I noticed today you seemed to avoid me at Client X's press junket. I wanted to touch base with you because I value our relationship. I hope you truly were not avoiding me, but if so- would like to take you to lunch and see how we can move beyond any challenges. Please let me know if I did something wrong or if you were simply busy."

Women have trouble being direct and there are a lot of female publicists.  This said, being direct is the best policy when you suspect trouble with the media. So, be kind and be direct.  Offer a neutral tone when addressing the press and extend a solutiuon first.

You also want to keep emotions out the mixture, which is hard. We are all human. Well, journalists today love to beat up publicist in social media forums. Why? We are paid better and we get to pick and choose our clients. Journalists don't and many of them regret this. So, when a publicist sends out a release with errors  or denies a press credential, many journalists are starting to call them out via social media. This can really make you mad and encourage you to go on a rant. Don't!

The worst thing you can do as a publicist is get emotional with a press member. Instead, make a concise public statement, like this:
"I saw John Doe's comment on my unfortunate spelling error today. It was a humble reminder that I am, in spite of my inner-dialogue lol- human! I have to work harder to catch these things as they go out, but I'm sure those who have been in my boat before understand." 

When the media turns on you, your career can be broken with no coming back. Follow the rules and examples I noted above, and you will be better suited to deal with crabby members of the press and people who simply don't like you.

Until tomorrow,
Coco the CEO

When PR Companies Forget They're PR Companies

I had to deal with a PR company recently that really upset me. It isn't uncommon for PR companies to work together on a shared interest. Many movie companies have a PR team and then the actors in the movies have different PR people... the finance people, ad companies, music contributors- they all have their own PR people. All these different PR agencies and publicists have to work together for the movie. Scenarios like this play out across different industries on a daily basis. No biggie right? You'd think so, but the answer is 'no'.

My recent and upsetting encounter was for a celebrity chef. I co-manage the chef's business dealings. He is on TV. He gives plenty of interviews for the program he is staring on. The production company for the major network brought in a subsidiary agency to help with the TV part of the PR efforts. Of course, as the main co-manager, ultimately the branding decisions on the final credential and story request lists are screened and approved (or disapproved) by me.

The new agency had two women working for them that obviously were not only new to the PR world, they were trying to make a name of themselves on the back of my client. This client could make their company. Quickly, they started to move in and try to discredit my recommendations to my client and overruled some of my decisions on media interviews. My client, who loves me, knew better and laughed them off. In fact, the agency was let go at his request. What's my point?

Publicists aren't the talent. They have an obligation to put their clients first with the media, not make the media cover their own accolades as a result of the client.  They have an obligation to work for the better goal of the client, not try to discredit or interrupt the other agencies or publicists on the contracted team.

You will run up against PR agencies that want to make a name of themselves on the backs of their clients. They will undercut efforts, steal copy, borrow ideas, and chat up media outlets for self-influenced coverage. If you feel you are dealing with one of these types of contracting agencies, address the concern with the main client and whomever is also paying the bills (which is often two different outlets). Set up a mediation and a contracted "expectancy" sheet in order to move forward.

While my recent experience was upsetting, it isn't uncommon for PR people to confuse the celebrity of their clients with their own fame. This said, if you always work to promote your clients - success will follow.

Until tomorrow,

Coco the CEO

Stay Calm and PR!

 Deadlines, clients calling, reporters with attitudes, writing, pitching, making calls, social media… oh how the day can get overwhelming! As we head into Monday, I wanted to use today’s blog to discuss three major ways publicists can stay calm at work.

The first thing you need to do is talk about your challenges with others around the water coolers. This isn’t a time to complain about other people, this is a way to see if other people are feeling the same deadline (or whatever) stresses as you. If you explore this topic, you may find that others within the office have faced your same challenges and have reasonable solutions for them. So, speak up about what is causing you to stress out.

The second thing you need to do is organize your office before you leave for the day. There isn’t anything more overwhelming then walking into an office the next morning with a desk covered in papers and a full trash bucket. So, make sure you tidy up your work space each day before leaving the office.

The final way you can stay calm at work is to  do your work at work. When you leave for the day, as hard as it is with smartphones and PR responsibilities, don’t work. Overloading yourself too much will make you resent being at work the following day. Leave office work at the office and this will help you distress tremendously.

Until tomorrow,

Coco the CEO

Your Social Media Accounts

It happens to the best of us, we see something online that is funny (but not PC) and then we share it.  No biggie, right? It's your personal account and you are entitled to your opinion. Well, I'm here to tell you that yes, you are entitled to your opinion. However, your opinion can get you into trouble and it can cause you to lose clients!

I've taken selfies before that I later had to go an delete because, while they were harmless, it isn't good branding business.  I tell all my corporate clientele to watch their personal social media accounts, even if they are private. It takes a second to snap a screen shot of something and friends today may not be friends tomorrow. So, instead of sharing or writing that questionable content, refrain from reposting!

I think this small piece of advice is the best advice I can offer.  Who we are in today's culture is a direct reflection of our personal social media accounts.  Case in point, check out this article on celebrity fails via social media. While the posts didn't damage their brands, think about how these brands could have been squashed if the same posts went out from a corporate CEO's account. http://www.foxnews.com/entertainment/2012/12/12/10-worst-social-media-screw-ups-2012/

Remember, if you wouldn't want your mom, the front page news, or your clients to see the post or the share, refrain from putting it on either your professional or personal social media accounts!

Until tomorrow,
Coco the CEO

Specific PR

What is specific public relations? If you have a ground breaking product that can’t be enveloped into the mainstream media, you have to generate interest without a market. Thus, you have to specifically work harder to get media attention and convince the press that your new, revolutionary product isn’t a flash in the pan.

How do you do this? Well, there isn’t a secret recipe but I do have two fail-safe tips.

1.       Read all the semi-related industry publications you can.  For example, if you developed a new software product then it is best to read computer magazines and technology publications.  You have to know what reporters and writers you can go after based on their reviews and past articles. If you know one reporter hates new software products, don’t waste your time pitching him or her.  Get a game plan together simply by reading all the semi-related industry publications.

2.       Don’t BS reporters or overhype your product.   You will find that journalists have excellent “bullshit detectors”. If they know you’re stretching the truth, they may wright a poor review or simply send out an email to their peers not to cover your pitches. Thus, be up front with reporters and be yourself. If you over spin something, especially with a specific pr pitch, you will burn chances.

I hope these two tips help you shape a plan and formulate a strategy for your one-of-a-kind product. Have more questions?

Connect with me on social media or book me for a consultation!

Until tomorrow,

Coco the CEO

When PR People Don’t Get It!

 Justin Sacco, former chief communications officer of IAC (parent company of Tinder, Vimeo and OkCupid), ruined her career with a questionable attempt at humor on Twitter.  Yes, she is a PR professional, and I use that term loosely.

PR people are not exempt from using social media to offend many, instigate legal action by clients, and  ruin their own careers. Why? Ignorance. Yes, I have seen one PR professional promote (without payment) a hair care line when she represented a paying client that was a competing hair care line. Can you say common sense?!

There are some rules for navigating your own, and your company’s, social media accounts. Here they are;

1.       Never say anything negative about anyone on social media. I don’t care if the devil gets his/her own verified account on Twitter, don’t say a thing! Remember the golden rule… if you don’t have anything nice to say, don’t say it at all.

2.       Boundaries still exist. A photo goof on FB recently ruined a real estate marketing professional’s career. He took a photo of a bedroom closet in a home for sale and posted it on FB. No big deal, right? Well, he was in his underwear in the client’s home. The closet had a mirror and his caption read “isn’t this huge!” I’m still not sure if he knew you could see his underwear wearing reflection in the closet’s mirrored door or not. Maybe it was a gimmick? Either way, boundaries are needed. If what you are posting isn’t acceptable on the front page of your hometown newspaper, it isn’t acceptable on social media.

3.       Shamelessly promoting your PR skills, your name-dropping lifestyle, and your clients’ brands isn’t engaging to anyone. Yes, stating “congrats” or “welcome” about clients or your achievements is OK, but don’t do it more than once per occasion.  Make sure you acknowledge and then move on. Reposting boastful comments, videos, or photos will irritate people and make them hate your brand!

I hope this information helps you navigate social media outlets a little bit better this week.

Until next time,

Coco the CEO 

Why Good PR People Fail

 I was recently at a lunch event for the PR industry. I noticed a peer from another firm, who attends all these types of networking events, wasn’t in attendance. I called her cell phone. I was looking forward to seeing her at the event and it was odd that she wasn’t there at all, never mind there early.

After getting voicemail, I sent her a text message and continued to mingle. She still didn’t reply after an hour went by. Then, about ten minutes before the event ended, I asked another peer where our mutual networking friend was. “Oh, she was fired!” I couldn’t believe that response. She was such a great PR person and loved networking. “For what,” I questioned.

It turns out, the clients assigned to her were not happy with their media value ROI or clippings results. I knew this woman. I knew her campaigns. I knew how hard she worked. I’ve seen her clients on TV and in the local papers often. I become more puzzled. I decided to call her boss, who I also knew well.

The boss stated she did do a wonderful job. “So, then why did you fire her?” His response was that the clients weren’t happy. This was ridiculous. Clients often have grandiose expectations of a PR campaign- at any level outside of Academy Award status. I told him even a fool knows better than to take a client’s word on results. The numbers and clippings don’t lie. Clients just have terrible expectations of PR people.

I never did get a text back from our peer. I think she was embarrassed by the situation, or frustrated with people in general. My point is – don’t give up. If you are unlucky enough to have a boss that gauges performance on not meeting a client’s expectations (which are always unrealistic) vs. producing actual results, then it is time to think about going freelance or with a different PR firm.

Until tomorrow,

Coco the CEO

PR and the 4th of July!

With the 4^th of July coming up, I wanted to dedicate some time on today’s blog to the holiday. If you are an aspiring publicist, or an existing professional, you have to consider the holidays and make a communication plan. Many of your clients will be on vacation during the 4^th of July – but what if someone wants an interview? Will you be able to reach your client on vacation?

Many PR professionals already have their qualified media and unqualified media communication plans in existence. If you’re reading this and you don’t have a plan as of right now, you’re late and you need to come up with one.

I tell my PR apprentices to consider media value during the weekend and only qualify press outlets with national reach. Bloggers, local papers, FM radio – they can all wait for a response.  If CNN comes knocking at your door, let them in and make sure you can get a hold of your client asap. Thus, tell your client if he or she sees your number, they need to answer it because it is the national news calling. Otherwise, they’re good to go for a vacation.

Speaking of which, I will be on vacation starting Wednesday and until next Monday. I hope you all have a wonderful holiday.

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

Rewarding Employees – Do You Know How?

People tend to go gift card crazy when it comes to any birthday or corporate gift idea. Gift cards are alright but they are not the best way to reward or thank employees. In fact, studies show employees really like to be patted on the back and a bonus is always nice, too.

So, if you are thinking about getting a gift or a reward for an employee, skip the gift card option. Instead, you want to print up a letter of appreciation. Yes, a freebie act will be embraced by employees more then a gift card. If you want to give money, pay a bonus check versus a gift card. It is more personal and really solidifies how much you care or appreciate that employee.

Think about if you are on the receiving end. Would you want to receive an impersonal gift card to a place you may not like? Or is it better to get a letter of appreciation with a check for cash?

Until Monday,

Coco the CEO

When Confidence Is Key

Starting or running a business can break your spirit at times. You will face challenges you don’t want to face. You will have conflicts with people you don’t want to conflict with. Worst of all, your confidence will be shaken.  Don’t ever stop believing in yourself because if you don’t believe in you- other people won’t, either.

If you are struggling with a confidence issue today then try remembering that dogs don’t chase parked cars, they like moving ones. Why am I telling you this? If you're running into opposition, questions, and doubts, there's probably a good reason--you're going somewhere.  That’s right, the more money you make- the more problems you face, which is good thing because you are doing something right.

So, for today, if you are running low on confidence remember the struggles you are up against only exist because you are doing something right and headed in the right direction.

Until Monday,

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