These Words Will Kill Your Business

There are three words that can kill your reputation and your business. Why? Well, the following three phrases are generic as generic can be. What they say / signal is that you are not a problem solver or a go-getter, rather someone who follows the trends vs. making them.

“Innovative.” –  Don’t say it. Prove it. It’s as simple as this. Period.

“Driven.” –  I hate this word because it states that you are motivated to make money. Who isn’t? It doesn’t tell anyone why you or your services / products are special.

“Guru.” –  Self-proclamation is the worst thing you can do for your brand. Don’t self-state, instead show. Tell people about your awards, about your results, have your clients talk on your behalf, push your media clippings- but stating that you are a “guru” is as good as saying that you’re trying way too hard to impress other people–or yourself.

Until tomorrow,

Velma Trayham

Hiring the RIGHT Teanm

We live and operate in a virtual world. In this world, we usually have to interview employees or contractors through Skype of through over the phone. Well, I have one question that will help you pick the right person to hire for your next ‘new hire’ quest – regardless of the position.

So, what is the question? “How is who you are now consistent or inconsistent with the person you were at 10 years old?” Now, look at how they answer the question more than the answer itself. Here’s why; the journey they are on is important. If someone where to say, “When I was 10 I thought I’d be an attorney but I ended up being a computer programmer”- you can ask what happened, get more insight as to thought process, ability to follow through on goals, ability to be distracted easily, schooling for computer programming, accomplishments, etc.

If you pay attention to the journey, the self-descriptions, and what they feel are ‘life events’ of importance between 10 and now- you will discover a lot about the potential new hire and their ability to mesh well within your company’s culture.

Trust me, this question works. A great way to see how effective it is is to simply use it on someone close to you before you use it in an interview. Ask your kids, parents, friends the same question. You will see how much information you gain and learn about them within the scope of their answer(s).

Until tomorrow,

Velma Trayham

PR Tip!!!!

I was brainstorming with some of my peers and we all started discussing the issue of meetings and phone calls. Sometimes you are just busy. Back to back to back to back meetings, online meetings, phone meetings…. it can get to be too much. It causes stress and you have no chance to step back and think about  what you need to do. Well, here is the secret- go to the bathroom.

No, I am not joking. No one will bother you in the bathroom. You have a moment to just sit down- even if you don’t have to go- inhale and decompress. This snags you 2-5 min. to simply stay sit, absorb info., and think about what just happened in the last meeting while you prepare for the next meeting.  This does save you time. How? Easy. Notes!

When I don’t have to go to the bathroom between meetings, I still head for the bathroom. I sit down, I type out a quick email to myself and I use the subject line as follows ; ‘Recap meeting 10am.’ This way, later on, I have all my details and thoughts and can start planning execution vs. having to rethink about details, send follow up emails, or dropping the ball and having to do something over again.

So, next time you are too busy- take a second to visit the bathroom to regroup and save yourself time in the long-run.

Velma Trayham

How to be a great leader and female!

I was asked recently how a woman could become or be defined as a great leader. Hmm. What does being a woman have to do with leading? No one ever asks a man how he can become a great leader. Why are we women singled out? 

The truth is there are plenty of great women leaders out there and there are plenty of great male leaders out there. The test of leadership isn’t found within your DNA and birth sex, but defined by the following skills. Do you have them? If so, you’re a great leader.

1)      You don’t care what people say, you have your vision and you are moving forward.  This stands true only if your vision is positive, lifts others up and you’ve done research to have such a provocative opinion about your vision. 

2)      You collaborate, you don’t delegate.  Anyone can delegate. Not everyone is humble enough to collaborate. You need collaboration with other people to build your brand, grow your business and improve your networking (in person and online) circle.

3)      You are a life-long learner. If you didn’t throw your degree on the wall and announce “I’m done” then you are a life-long learned. Continued education is the key to being able to pivot your company when new technologies or methodologies are introduced. 

You don’t have to be one sex or another to lead. You simply have to follow the three steps noted above to success.

Until tomorrow,

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 

Marketing VS. PR- What's the better value?

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. Yes, this is the difference and yes- these two fields / industries have to work together but also as separate entities. 

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,

Velma Trayham 

Contacting The Media Via Email

Contacting the press is tricky. You should follow AP standards but you shouldn't cookie-cut pitches, advisories, etc. Remember, PR is about relationships- not press releases! This said, I have 3 tips for you when it comes to writing and sending emails to the media.

1.  Your focus should be on the subject line. Press members are busy! They are pitched by people they do know and don't know 100 times a day. Plus, they receive emails from peers, their boss, publicists responding to story requests, friends, family, SPAM... their email boxes are flooded. If the email header reads "press release" or "media advisory"... don't bother sending it. You need a subject line that will stop traffic.

2.  Don't BS a reporter. They hate hype. They can spot hype a mile away. If you use any type of promotional verbs or nouns, they will not only NOT cover you- many will put you on blast via social media. Reporters like quick facts and credible resources.

3. Attach this. Reporters are not going to open an attachment. Forget it. If they're interested, they will follow a link. Yes, you need to provide two links in your email. One that goes to the media advisory or press release with more information and one that goes to the online media kit. 

Remember, you can mess up on AP style, you can pitch the wrong reporter (who will send it to the right reporter almost always),  and you can accidentally toss in a spelling error or two- and still get your story covered. Journalists can forgive bad style if the story is good. But, if you're not doing the basics right (see above), they will never even open the pitch.

Until tomorrow,

Velma Trayham 

The Top Social Media "No Nos"

Here are my tips to navigating your way through your personal social media accounts like a pro;

#1. Don’t overshare. Oversharing photos of yourself, your pets and/or your kids is called annoying. Think of yourself walking down the street and someone stopping you every two seconds with a photo from their wallet to share with you. Annoying! Don’t be this person, especially if you run a company!

#2. Don’t buy “likes”, YouTube views or Twitter followers. We all can tell when “ana zhoisf sdjkdfhss” is a fake profile and you look silly with 10,000 fake followers reading your uninteresting posts. Value who you follow and appreciate those who REALLY follow you!

#3. Have actual conversations. OMG! Yes, don’t send important information via a text or a social media post. That’s classless- especially if it is a welfare check on someone’s emotional or physical health. Be personal, you will intrigue more people to follow you on social media when you show you truly care about others.

Still have questions? Please contact me. I'm always available to provide consulting services.

Velma Trayham

Leadership Test... Do You Have What It Takes?

The test of leadership isn’t found within your DNA and birth sex, but defined by the following skills. Do you have them? If so, you’re a great leader.

1)      You don’t care what people say, you have your vision and you are moving forward.  This stands true only if your vision is positive, lifts others up and you’ve done research to have such a provocative opinion about your vision. 

2)      You collaborate, you don’t delegate.  Anyone can delegate. Not everyone is humble enough to collaborate. You need collaboration with other people to build your brand, grow your business and improve your networking (in person and online) circle.

3)      You are a life-long learner. If you didn’t throw your degree on the wall and announce “I’m done” then you are a life-long learned. Continued education is the key to being able to pivot your company when new technologies or methodologies are introduced. 

You don’t have to be one sex or another to lead. You simply have to follow the three steps noted above to success.

Until tomorrow,
Velma Trayham 

Create Your Own Publicity

I am often asked how someone can launch their own PR campaign. While I don’t recommend it, people are always going to try their hand at public relations first when they are skeptical about the practice or truly don’t understand its value.

I don’t ever want anyone to be unsuccessful. So, if you are thinking about hiring a public relations team but want to try your hand at it first- keep reading. I’m listing my top three DIY tips for public relations tasks.

#1.  Don’t write your own press release.  You do need special training on AP formatting. Instead, write “how to” articles about your industry or products and send those to major publications for potential re-publishing.

#2.  Launch an e-newsletter that actually has content people want to read. Too many people use newsletters as a way to sell products. Don’t do this, you will lose your readership. Newsletters should promote anything as a “Special”, “sale,” or “buy now” campaign. Simply use a newsletter to convey actual news.

#3.  Host webinars. This is where the media gets to see and hear you vs. read a release or an article you wrote about yourself. They can see if you live up to their expectations and are capable of a television or radio interview.

Until tomorrow,

Velma Trayham

Graphic Design & Branding

Today I would like to discuss the importance of branding and graphic design when it comes to the psychology of color. The American Marketing Association has published study after study dedicated to this subject. While many people are able to create stunning graphic design using home-based software programs, like Adobe Photoshop, not all people are well – versed ineffective graphic design. There is a significant and underlining strategy when it comes to graphic design and appealing to existing and potential customers. All of these items come into play when utilizing an experienced, and creative graphic designer.

The message of your graphic should do more than just tell a story for exposed compelling content. Your design needs to incorporate colors that provoke an action from the desired demographic. For example; the color blue will not sell products. Using blue and product sales has been proven to be ineffective. However, using shades of blue and graphic design when trying to build a brand that is identifiable with people seeking advice, or self-help services, is highly-effective. That is why you see many religious figures, dating websites, and self-help groups incorporating elements of blue and their branding and graphic design efforts. Using red and yellow as the primary colors for sales buttons or menu boxes is more effective than using blue. In fact, red is considered an action color and automatically considered as a tool when seeking for individuals to take notice.

While this is just the tip of the graphic design – psychology of color iceberg; it is important for you to understand the subject matter when moving forward with your own branding opportunities in order to execute not only a stunning graphic design, but what is effective and can drive business. If you need help with your branding efforts, I am available to consult and even have my own team draft of compelling designs backed by proven studies on the color of psychology.

Until tomorrow,
Velma Trayham

PR At Its Roots

Public relations is about managing the media and developing a brand. It isn’t about making someone famous through managing appearances or mingling with celebrities – which is one of the biggest misconceptions to date. 

Public relations professionals don’t book work or appearances outside of media interviews, talent or literary agents do this. Public relations professionals book media appearances based on what a client is doing. If you have to do the work for your client and then get them media interviews – there is a problem with the client. This said, below are my top 3 common PR mistakes.

1. It is two different things entirely to pitch news your clients force you to pitch against your better judgment and pitch something to a reporter without the thought of you believing it is news in the first place. Yes, pitching what a client thinks is newsworthy doesn’t make it so. You need to educate your clients on this or your company will be reflected in the mistake as much as the client.

2. Your timeline isn’t what the press cares about. In fact, you need to care what the media’s timelines are. I recently read this piece of advice and couldn’t agree more. “Let’s say you are sending a Christmas wish list to a monthly magazine. When do you send that pitch? October? August? Try June or July. If not, tell your client to wait until next year or focus on weekly trades. Editorial calendars change sometimes but lead times do not. Know the deadlines first, and know not to call a reporter when he or she is buried under one second.”

3. Know the news. Everyone thinks their clients are special, and they are. However, you will not get your clients picked up by every single news outlet. In fact, for every 500 outlets pitched, expect a 3% return and not right away. Remember, editorial calendars exist!

As you move forward into your PR career, you will create connections that will make it easier for you to pick up the phone and bump competing press agents and their stories. Until then, follow the rules and don’t make these 3 major mistakes.

Velma Trayham of ThinkZILLA

Media Gifts 2014

Yesterday I wrote a blog about sending personalized holiday cards to your peers and clients. Today, however, I want to cover sending gifts to the media. While this is thoughtful, it can be considered unethical and even a conflict of interest for you, your client, and your PR firm.

There is nothing wrong with sending a little something to a media rep. as long as you address it to the company  in general and you keep the cost of the item below $25. This is a safe amount when it comes to a Thank You gift or a holiday present. Anything over the price tag of $25 can be considered a pay-off and you don't need that drama rearing its ugly head!

I like to send gift baskets and cookie trays for the entire media team to share. It isn't a personal gift directed at one specific person and it still allows my brand's visibility to enter the media firm's office.

Until next time,

Velma Trayham of ThinkZILLA

Holiday Cards... Are They Worth It?

There is a lost art within our business. Believe it or not, that art is writing! In the last few years I have noticed that people just don't send handwritten holiday cards to their peers or their clients anymore. Why? I think it is sad. A publicist has to rely on relationships to make their clients successful, yet we are too tired or too cheap to buy holiday cards and write a short, personal note.

I can't say how many times within the last two years that I have received an eCard. And while the thought does count, it just seems to impersonal. I know that little effort was put into the task and that it probably was an automated CRM cue that notified the sender that I was either due for a holiday card or a birthday message.

I understand tight budgets, but relationships are worth more than the two dollar card and fifty cent stamp. If you're on the fence about sending out actual holiday cards this year- please consider that a personalized card says something about your attention to detail and shows that you truly do care about the relationship. eCards, while easy to send, make people feel like a number more than communicating a feeling of appreciation.

We work in a business that is personal. Why not back up this sentiment with a personalized "Happy Holidays" note from yourself? It is something to think about this week.

Until tomorrow,

Velma Trayaham of ThinkZILLA

Social Media - PR it like a boss!

Yesterday I talked about using social media for unprofessional content. Today, I want to talk about how to use social media like a boss and own the landscape within your industry.

I've compiled a few easy and simple tips to help you quickly become a respected social media peer within your industry- PR related or not.

1.  Don't be initiative based. That's overtly promotion. Instead,be excited about the probabilities about projected outcomes and share that excitement with the world.

2.  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!

3. 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.

Until tomorrow,

Velma Trayham of ThinkZILLA

1 “MUST” Tip for Breaking the Ice with A Member of the Press

Publicists don’t have a magic wand in their desk drawer. Their relationships with the media come from a long line of pitching, meeting in person, bugging, sending over holiday cards, repeating this process without feeling rejected, and then repeating it again. It gets easier as time passes and you prove yourself as a publicist, too.  

This said, I wanted to share one key thought (or magic want maneuver) today when it comes to breaking the ice with a much sought after member of the press. If you can’t crack a relationship (or even a smile) from a press agent, implement the Tripe R method. This method consists of Respect (1), Reliability (2), and Response (3).  

First, you have to respect the demand on journalists today. Many people blog for free and get paid by ads or PPC campaigns- not media resources.  This said, budgets are tight and reporters have more responsibilities along with a skeleton staff due to cutbacks. Traditional media is competing with a heavy freelance community. If you call a reporter once during the day, leave it. Don’t call four or five times. Don’t send emails throughout the day. Don’t trample on their time. Be respected and also make sure what you’re pitching is included in their assignments category, otherwise you’re just being annoying.

Second, be reliable. This means not exaggerating facts or shoving hype when speaking with a reporter. If a member of the press can learn to trust you as a resource, you will have them knocking at your door- not the other way around. So remember, never lie to the media to get press attention. It will backfire.

Finally, be responsive. If you can’t respond to any member of the press within 5 minutes of the day or night (and anytime of the day or night) you can say goodbye to your client’s story / interview and the relationship with the reporter. Most members of the press work long hours and are usually up late finishing stories. They may send you an urgent email at 1am asking you to verify a fact. Do it. Be available at all times to the media as this is part of your job as a publicist.

Until tomorrow,

Velma Trayham of ThinkZILLA

End of Year Reports

End of Year report time is upon the marketing and publicity world for annual retainer accounts. So, what makes for an outstanding retainer? Many things.  I'm going to list the key topics to cover within this report to help new publicity people understand what should be included. The same goes for clients who buy PR services- you too should know what to look for.

1.  The start to finish synopsis. It is always good to refresh your clients as to where they were at prior to hiring your firm.
2. The objectives you met and the objectives you exceeded. This is where you boast about how you exceeded expectations as a publicist.
3. Key message theme reviews followed by the program components you implemented.
4. Media value that includes brand visibility measurements and social media value. Don't forget to convert your followers as media value, as well as any followers you built for the client.
5. Campaign time.  Make sure you show results in stages of goals within a time frame, not just as met or the value they produced.

Again, beautiful demographics are important but content is key!

Velma Trayham of ThinkZILLA

PR and Thanksgiving

Well, this is my last blog for November! I will be back with you on December 1^st. For now, however, I’m taking the next four days off as a way to be Thankful for all my hard work and that of my amazing staff! It can be very hard to unplug from the PR business. We live in a 24/7 social media culture and non-stopping news media community.

If you feel that you are going to have a hard time unplugging and rebooting this Thanksgiving, please follow these 3 simple tips. I promise you will be more productive when you do return to work and your family and friends will enjoy your focused attention.

1.       Leave your phone at home. What? I know, right! If you are going out shopping with your family, someone is bound to have their cell phone in case of a true emergency. Announce that you are leaving your phone at home and truly do this. I promise you that your business and clients will not fall off the face of the Earth as a result. And you will be surprised what a real conversation feels like without the distraction of all your cell phone and social media alerts.

2.       Repeat step 1. I’m serious about it.

3.       Don’t watch the news. It may be tempting with all the events going on right now – especially surrounding the Mike Brown case. Instead, focus on holiday movies or the Macy’s Thanksgiving parade. This will allow your brain a much needed rest from the news cycle most publicists work in the midst of.

Enjoy your Thanksgiving,

Velma Trayham

Ferguson- From A PR Perspective

I know this is a touchy subject. I was so hurt- on many levels- after watching the events in Ferguson unfold last night via CNN. The way the media, people, and police handled (or lack thereof) each milestone was crass. From a PR perspective, last night was a disaster!

So, what could have been done? Well, it depends on who one would be representing in the case of last night's events. From the police standpoint, their Public Communications Officer should have pushed a Standards Guide and contact guide via social media hours before any announcement was made. Business owners should have been provided with a separate line to report looting and security incidents to. Police officers should have been assigned to protect businesses too.

Michael Brown's family should have had a publicist to help their attorney enforce statements so the 4.5 minutes of silence could have- and should have- taken place. The attorney, while he did a good job, needed to have more of a PR voice with the  media to push his initiative.

CNN- oh boy. CNN knew better and should have practiced more responsible journalism, not just covering crime. They took the concept of "if it bleeds - it leads" to a whole new level last night and in the name of ratings- not justice.

I could go on and on and on.... but I won't. We as a country need to practice how we deliver our messages and beliefs to one another in a more constructive manner.  Remember, it isn't what you say as much as how you say it. What happened last night speaks volumes but I'm not sure if the message was actually heard.

Until tomorrow,

Velma Trayham

The Tip 3 WORST PR Tactics of All Time!

I recently had a discussion with a peer in the PR world who was upset at Generation Y’s PR tactics. My peer said he was seeing more and more seasoned PR reps get rejected on new client accounts because someone from Generation Y broke the trust of hiring a PR professional through their ill-fated efforts. I agree.

I can’t say how many times I have lost a potential lead because a newbie messed up an account and now the potential client is scared of hiring anyone. It doesn’t make sense. If I receive a bad haircut, it doesn’t mean I never step foot into a salon again, that would be silly.  Yet when it comes to PR, this is the current thought process.

So, with the hopes that the next PR generation can learn how NOT to burn a client- 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