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 yourself (you can’t quite obtain a publicist just yet), please pay attention to my top 3 common PR mistakes listed below.
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.
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.
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, 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
Showing posts with label top business blogs. Show all posts
Showing posts with label top business blogs. Show all posts
Tuesday, July 28, 2015
Friday, July 24, 2015
How to Engage Anyone…
In business you will have to engage and charm anyone and everyone. You have to know how to speak with people. You have to get employees to follow your vision. The media to pick-up your idea. You have to sell clients your concept or products. There is a lot of work to be done in the person-to-personal intercommunications realm. So, how do you do this effectively? 3 simple steps.
1. Treat others as they want to be treated. Don’t treat everyone nicely or how YOU want to be treated, treat them how they want to be treated. If someone hates candy, why send a box of candy to all of your clients during a holiday season? Be personal. Call people by name, remember minor details and use them.
2. Say goodbye to your smartphone for two days straight. Yes, two days. Why? It will help you focus on people. When you do this, you will see exactly what I mean. After you do this, and you see the positive results, you will be able to tuck that phone away during meetings and other important events. Showing up is important and you can’t fully do this – or engage anyone- if your head is engaged with your own phone as the primary distraction.
3. Know the difference between a fact and an opinion and use this properly. Don’t talk about people using opinions and don’t talk about business without incorporating facts. Only offer your opinion when you feel it will help someone and never say anything negative about anyone to anyone. It will come back and bite you. Be factual and helpful, not a gossip or a know-it-all.
Until Monday,
Velma Trayham
1. Treat others as they want to be treated. Don’t treat everyone nicely or how YOU want to be treated, treat them how they want to be treated. If someone hates candy, why send a box of candy to all of your clients during a holiday season? Be personal. Call people by name, remember minor details and use them.
2. Say goodbye to your smartphone for two days straight. Yes, two days. Why? It will help you focus on people. When you do this, you will see exactly what I mean. After you do this, and you see the positive results, you will be able to tuck that phone away during meetings and other important events. Showing up is important and you can’t fully do this – or engage anyone- if your head is engaged with your own phone as the primary distraction.
3. Know the difference between a fact and an opinion and use this properly. Don’t talk about people using opinions and don’t talk about business without incorporating facts. Only offer your opinion when you feel it will help someone and never say anything negative about anyone to anyone. It will come back and bite you. Be factual and helpful, not a gossip or a know-it-all.
Until Monday,
Velma Trayham
Wednesday, July 22, 2015
A Business Secret You Can't Ignore
Here is the secret to becoming successful before even opening your business.. Pay talent in equity if you can’t afford to pay them right away. It’s very hard to attract talent w to help you grow your business when you’re strapped for cash. I learned, early on that is, that if you pay individuals with a percentage of ownership of the company then they will be actually invested in your company and not simply invested in a paycheck – plus you’re saving money.
Some people like to hire interns. This action could be a win-win for both parties but it also comes with a risk. At some point the intern is going to leave for a paying job or -worst yet- will start his or her own company. You have to be aware that if this happens that the intern can take anything you may have taught him or her… including clients… can move forward with a bigger, better plan and possibly more money than you have. If you are considering getting an intern, understand that you should also have an NDA and other legal documents in place to protect you and your ideas.
Paying talent in equity is one of the best and most affordable options for people seeking to start-up any type of business. They get to buy into a business without coming up with cash and you gain someone who truly cares about the growth of your company without having to pay cash. Sure, you’re giving away a percentage of equity, but isn’t this a good thing if they can make your company grow?
That’s my food for thought tonight!
Velma Trayham
Some people like to hire interns. This action could be a win-win for both parties but it also comes with a risk. At some point the intern is going to leave for a paying job or -worst yet- will start his or her own company. You have to be aware that if this happens that the intern can take anything you may have taught him or her… including clients… can move forward with a bigger, better plan and possibly more money than you have. If you are considering getting an intern, understand that you should also have an NDA and other legal documents in place to protect you and your ideas.
Paying talent in equity is one of the best and most affordable options for people seeking to start-up any type of business. They get to buy into a business without coming up with cash and you gain someone who truly cares about the growth of your company without having to pay cash. Sure, you’re giving away a percentage of equity, but isn’t this a good thing if they can make your company grow?
That’s my food for thought tonight!
Velma Trayham
Tuesday, July 21, 2015
3 Easy PR Tips
Someone asked me recently if I had a super tip that would blast them into PR wonderland. Well, I have 3 tips that everyone should know about PR and practice, but they aren’t going to “blast you into wonderland.” Publicity is a layered approach and it requires practice and the development of relationships. There is no such thing as overnight success- unless you’re only looking for 15 minutes of fame.
So, here are my 3 PR tips;
1. You need to be your own brand. Don’t let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.
2. Your tag line should be a phrase that explains what you do and why you’re better! For example, Burger Kind’s is “Home of the Whopper”. They sell Whoppers. They are the only company that sells Whoppers. Period. BTW – There was no Whopper until Burger King branded it this way…..
3. Don’t stop selling – it’s not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.
Until tomorrow,
So, here are my 3 PR tips;
1. You need to be your own brand. Don’t let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.
2. Your tag line should be a phrase that explains what you do and why you’re better! For example, Burger Kind’s is “Home of the Whopper”. They sell Whoppers. They are the only company that sells Whoppers. Period. BTW – There was no Whopper until Burger King branded it this way…..
3. Don’t stop selling – it’s not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.
Until tomorrow,
Velma Trayham
Monday, July 13, 2015
Writing Copy for the Media
I was thinking about the conference the other day when I came across a poorly composed press release. You see, writing separates the stringers from the professionals. No matter how many connections you have, if you can't write- you will fail. Period!
This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.
1. "At the end of the day" - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.
2. "I know you're busy" - If you're using this in a pitch or a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.
3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.
I hope this info. helps you become a better writer and understand what separates the true professional from the wannabe.
Until tomorrow,
Velma Trayham
This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.
1. "At the end of the day" - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.
2. "I know you're busy" - If you're using this in a pitch or a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.
3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.
I hope this info. helps you become a better writer and understand what separates the true professional from the wannabe.
Until tomorrow,
Velma Trayham
Thursday, July 9, 2015
How to Waste Time
Do you know how to NOT waste time? Really think about your answer first. In a culture of social media “pings” and feeling like everything has to be done NOW …. more of us actually waste time versus being productive.
The Eisenhower Box method has been tested again and again. It is the best method to use when preventing time from being wasted while boosting productivity. So, what is the Eisenhower Box method?
Basically, this method states one should separate actions based on four possibilities. The possibilities are:
Urgent and important (tasks you will do immediately).
Important, but not urgent (tasks you will schedule to do later).
Urgent, but not important (tasks you will delegate to someone else).
Neither urgent nor important (tasks that you will eliminate).
If you look at every single item that comes across your desk, iPhone, tablet, etc. and apply one of these four possibilities to it – you will not waste time. The Eisenhower Box method is all about assessing and addressing by making an immediate decision on every potential and actionable item.
For today, start apply this method and notice how much you get done and how quickly it gets done. I promise you the productivity in your life will go up and you still will have more time left at the end of the day.
Until tomorrow,
Velma Trayham
The Eisenhower Box method has been tested again and again. It is the best method to use when preventing time from being wasted while boosting productivity. So, what is the Eisenhower Box method?
Basically, this method states one should separate actions based on four possibilities. The possibilities are:
Urgent and important (tasks you will do immediately).
Important, but not urgent (tasks you will schedule to do later).
Urgent, but not important (tasks you will delegate to someone else).
Neither urgent nor important (tasks that you will eliminate).
If you look at every single item that comes across your desk, iPhone, tablet, etc. and apply one of these four possibilities to it – you will not waste time. The Eisenhower Box method is all about assessing and addressing by making an immediate decision on every potential and actionable item.
For today, start apply this method and notice how much you get done and how quickly it gets done. I promise you the productivity in your life will go up and you still will have more time left at the end of the day.
Until tomorrow,
Velma Trayham
Monday, July 6, 2015
Making It Rain…. Sales
I’ve been asked time and time again about sales and how to get more of them. Well, there is one sure-fire way to get sales but it is a practiced art and it shouldn’t be the only sales funnel you rely upon. So, what is the one way to actually improve sales?
Notes. Yes, take notes. If you don’t take notes, you likely won’t remember what’s said or what commitments you or the customer made to each other. Plus, when you take detailed notes during a cold call or an initial conversation, you can make your follow-up more personal, which will resonate with the customer and lead to better chances of closing a deal.
I have found that we often spend so much time selling ourselves and pitching our products and services that we fail to listen. We fail to take notes. We fail to solve the problem for the customer vs. selling the customer on solving the problem. Hint: The customer knows they have a problem. They don’t want to hear that you can solve it, they want you to understand how they feel and then have you understand their point of view. Once you can convey that you understand how they feel (again, through detailed follow-up via your notes), then you can ask for their business and start to really close deals and increase sales.
Until tomorrow,
Velma Trayham
Thursday, June 25, 2015
Avoiding A Social Media PR Crisis
My number one rule for other publicists is to align yourself with the right thinking and the right brands from the get-go. It doesn't matter how broke you are, aligning with the wrong client can harm you financially in the long-run. I say this because promotions sync with social media, which syncs with you - the brand. Poorly executed launches for clients or clients that will not listen can reflect on your social media accounts and lead to your very own social media crisis!
Before you line up your brand with anther creative team, or a client, you should understand that there are real laws in place to help protect the public from brand bending, which can also harm you and cause you a social media crisis.
For example;
The list goes on and on........
Don't sit around and allow clients to misalign your brand causing a social media PR crisis. At the same time, don't get caught up in a client's social media game, either. If you know they are buying fake reviews, walk away from the contract. If you know they are posting issues that can cause both you and themselves harm, walk away from the contract.
Until tomorrow,
Velma Trayham
Before you line up your brand with anther creative team, or a client, you should understand that there are real laws in place to help protect the public from brand bending, which can also harm you and cause you a social media crisis.
For example;
- Did you know employees and clients have the right to bash their employer on social media? Yep, if it is a money issue or a conditions issue, it is legal. And the current or former employee or client can discuss wages, hours and working conditions.
- Did you know that if a public relations persons Tweets on behalf of their employer without disclosing their "employee" status, your client can be fined up to $11,000 per incident?
- Did you know it’s illegal to buy fake reviews and/or fake followers on social networks and plenty of companies have been fined upwards of $250,000 for this?
The list goes on and on........
Don't sit around and allow clients to misalign your brand causing a social media PR crisis. At the same time, don't get caught up in a client's social media game, either. If you know they are buying fake reviews, walk away from the contract. If you know they are posting issues that can cause both you and themselves harm, walk away from the contract.
Until tomorrow,
Velma Trayham
Friday, June 12, 2015
Knowing How & When To Exit
Not having an exit strategy is always a mistake. I think people fail to think about and plan for an exit strategy because they have the mindset that failure isn’t an option. Um, no. Failure is always an option and avoiding it as a thought process may be setting yourself up failure! The good news is people, like myself, can learn from their failures.
Even with the best training and the most experience, you should always plan an exit strategy in business. In fact, you should always plan an exit strategy when entering into any contract or committed situation. Knowing the worst case scenario up front can help you navigate your future endeavors. So, yes- I recommend making an exit strategy for your business. But how?
1. Write your business plan and write your exit strategy back-to-back.
2. Succession Planning vs. Selling to an Outside Party- which one is right for you? Should things go wrong, how will you sell your company? Will you sell your company? What if things go right? Will you sell your company? If so, to who?
3. Don’t assume your family wants to takeover the business in the middle of your crisis. Talk with your family about handling your business should a medical or other life emergency arise. Would they be able to (and would they want to) take over your company?
4. Consult with advisers now about your exit strategy (either selling because it’s failing or selling because it’s succeeding). If you don’t hire the right financial, legal, tax and business advisers to help shepherd any sale or consult on an exit strategy from the get-go, you’re doing yourself a great disservice.
Exit strategies are needed. It’s difficult to address when launching a business, but I promise you its even harder to address when going through a time of great wealth or difficulty.
Until Monday,
Velma Trayham
Even with the best training and the most experience, you should always plan an exit strategy in business. In fact, you should always plan an exit strategy when entering into any contract or committed situation. Knowing the worst case scenario up front can help you navigate your future endeavors. So, yes- I recommend making an exit strategy for your business. But how?
1. Write your business plan and write your exit strategy back-to-back.
2. Succession Planning vs. Selling to an Outside Party- which one is right for you? Should things go wrong, how will you sell your company? Will you sell your company? What if things go right? Will you sell your company? If so, to who?
3. Don’t assume your family wants to takeover the business in the middle of your crisis. Talk with your family about handling your business should a medical or other life emergency arise. Would they be able to (and would they want to) take over your company?
4. Consult with advisers now about your exit strategy (either selling because it’s failing or selling because it’s succeeding). If you don’t hire the right financial, legal, tax and business advisers to help shepherd any sale or consult on an exit strategy from the get-go, you’re doing yourself a great disservice.
Exit strategies are needed. It’s difficult to address when launching a business, but I promise you its even harder to address when going through a time of great wealth or difficulty.
Until Monday,
Velma Trayham
Wednesday, May 13, 2015
Why Being Busy Costs You Money
Recently I spoke with a woman who wanted to expand her business. We talked about her goals. Then we talked about what she had tried and what hasn’t worked. I found out she was barely making an effort to market herself online. This said, I offered her several recommendations to improve her visibility online and boost her autopilot moneymaker programs.
She declined all of my recommendations. She cited that she was “too busy” with her current clients to implement my recommended ideas. I guess you can bring a horse to water but you can’t force it to either drink or make more of a profit!
Busy is the worst excuse for not marketing yourself. You are basically saying “No” to money. Why? If you’re busier- you can hire more help to support yourself while still making a profit. First, it takes money to make money. I can’t understand why someone would pay for me to review their past mistakes and then make profitable recommendations for their future only to say they are “too busy” to do anything about it. This makes no sense and is a real waste of money.
You have the ability to make more money. This said, there is NO magic wand. I can provide insight, evidence and recommendations for your business, but if you don’t want to take the time to help it grow then it won’t. You need to make the time to invest in yourself in order to see results. No one can do this for you as a business owner.
All this said, are you using the busy excuse as a way to dodge being the best version of yourself?
Are you afraid of success?
Are you afraid of having to pay more for marketing and support staff because you will be making more money?
Ask yourself these questions today and really assess the answers.
Busy isn’t a valid excuse. People with major disabilities overcome significant odds each and every day and go on to do great things. They aren’t familiar with the phrases “can’t” or “busy”. They are in a constant “can do” mindset- and you should be too- unless, that is, you’re afraid of success and busy is your crutch to staying complacent.
You can always make time for more business and money. Period!
Velma Trayham of ThinkZILLA
She declined all of my recommendations. She cited that she was “too busy” with her current clients to implement my recommended ideas. I guess you can bring a horse to water but you can’t force it to either drink or make more of a profit!
Busy is the worst excuse for not marketing yourself. You are basically saying “No” to money. Why? If you’re busier- you can hire more help to support yourself while still making a profit. First, it takes money to make money. I can’t understand why someone would pay for me to review their past mistakes and then make profitable recommendations for their future only to say they are “too busy” to do anything about it. This makes no sense and is a real waste of money.
You have the ability to make more money. This said, there is NO magic wand. I can provide insight, evidence and recommendations for your business, but if you don’t want to take the time to help it grow then it won’t. You need to make the time to invest in yourself in order to see results. No one can do this for you as a business owner.
All this said, are you using the busy excuse as a way to dodge being the best version of yourself?
Are you afraid of success?
Are you afraid of having to pay more for marketing and support staff because you will be making more money?
Ask yourself these questions today and really assess the answers.
Busy isn’t a valid excuse. People with major disabilities overcome significant odds each and every day and go on to do great things. They aren’t familiar with the phrases “can’t” or “busy”. They are in a constant “can do” mindset- and you should be too- unless, that is, you’re afraid of success and busy is your crutch to staying complacent.
You can always make time for more business and money. Period!
Velma Trayham of ThinkZILLA
Friday, April 24, 2015
Why "The Money Talk" Can Ruin A Client Relationship
The moment you start negotiating with your clients is the same moment they stop respecting you. You’re willing to lower your price, which must mean that you are either 1) desperate for business or 2) you like sending a message that even you don’t value your services enough to stand by the price point.
Don’t ever negotiate your pricing. It reflects poorly upon you. You can run specials, but negotiating is something different. It says “yard sale” when people think of your service. Let’s say you go to the grocery store to buy a pound of shrimp. You can’t say to the fish monger or grocer that even though the price says $14.99 a pound, you’re only willing to pay $7.99 a pound. It doesn't work that way. The store might have a sale and lower the price either because of a miscalculated order or because it is a slow season- but the store will never directly negotiate pricing. You shouldn't either.
If a current client starts to complain about your price- stand your ground. Show your value to him or her. If they have to leave you for a while to discover just how valuable your time and attention is- then let it be. You don’t have to devalue yourself because someone else is broke. And you certainly don’t want to open up Pandora’s box to working around their budget situation. Hey, we all have bills!
Stick to your guns and honor your pricing. If others don’t, find new clients.
Velma Trayham, ThinkZILLA
Tuesday, April 21, 2015
Customer Service - No Matter What Business You're In!
Maintaining your customers is easy to do – that is, if you have amazing customer service strategies. Yes, strategies. Customer service isn’t a one-size fits all game. Some customers need a little bit of help while other customers need hand holding- and that is OK.
I’ve put together some great customer service ideas for you to implement today. These will help you win challenges with customers and maintain happiness among the already pleases… oh, and your brand loyalty will sky rocket.
1. Copy Starbucks. Yep, copy them. Starbucks has a really ridiculous customer service policy. They make you think you’re getting something for free when you’re not. Their slogan is “We will make it right.” Basically, if you’re drink isn’t right, they will remake it for free. Um, for $5 a cup- if it isn’t right- of course they are going to have to remake the drink. The only difference is now they will officially “make it right” and customers feel like they are getting something for nothing. If you make a mistake, you will correct it (hopefully) with your clients. So, why not advertise this as a guarantee?
2. Be random. Who doesn’t love random attention from a business? I scan my social media accounts and send personalized specials via DM (direct message) on Twitter or free trials of products I’m launching. I know some companies mail out personalized letters with Starbucks gift cards. The surprise element really does work! Try it.
3. Handle problems directly and quickly. As a business owner you will have challenges. Don’t run from them. Don’t cover them up. Customer service starts with ownership. If you can’t say “sorry” and mean it, you shouldn’t be in business. No one is perfect. And after you’ve corrected a problem quickly, ask if there is anything further you can do for that client. Schedule an eCard a week later thanking them for allowing you to correct the problem. Yes, this small gesture does work.
Until next time,
Velma Trayham
I’ve put together some great customer service ideas for you to implement today. These will help you win challenges with customers and maintain happiness among the already pleases… oh, and your brand loyalty will sky rocket.
1. Copy Starbucks. Yep, copy them. Starbucks has a really ridiculous customer service policy. They make you think you’re getting something for free when you’re not. Their slogan is “We will make it right.” Basically, if you’re drink isn’t right, they will remake it for free. Um, for $5 a cup- if it isn’t right- of course they are going to have to remake the drink. The only difference is now they will officially “make it right” and customers feel like they are getting something for nothing. If you make a mistake, you will correct it (hopefully) with your clients. So, why not advertise this as a guarantee?
2. Be random. Who doesn’t love random attention from a business? I scan my social media accounts and send personalized specials via DM (direct message) on Twitter or free trials of products I’m launching. I know some companies mail out personalized letters with Starbucks gift cards. The surprise element really does work! Try it.
3. Handle problems directly and quickly. As a business owner you will have challenges. Don’t run from them. Don’t cover them up. Customer service starts with ownership. If you can’t say “sorry” and mean it, you shouldn’t be in business. No one is perfect. And after you’ve corrected a problem quickly, ask if there is anything further you can do for that client. Schedule an eCard a week later thanking them for allowing you to correct the problem. Yes, this small gesture does work.
Until next time,
Velma Trayham
Wednesday, April 8, 2015
Writing for PR Purposes
AP and PR writing separates the stringers from the professionals. No matter how many connections you have, if you can't write- you will fail. Period!
This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.
1. "At the end of the day" - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.
2. "I know you're busy" - If you're using this in a pitch or a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.
3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.
I hope this info helps you become a better writer and understand what separates the true professional from the wannabe.
Until tomorrow,
Velma Trayham
This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.
1. "At the end of the day" - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.
2. "I know you're busy" - If you're using this in a pitch or a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.
3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.
I hope this info helps you become a better writer and understand what separates the true professional from the wannabe.
Until tomorrow,
Velma Trayham
Tuesday, April 7, 2015
Budgets Are Tight, Vamp Your Relationships
Our 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.
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
Monday, April 6, 2015
Getting the Attention of Google
I wanted to give you a mid-week tip to help you get your clients' website ranked better. We can spend so much time working on content development and media pushes, that we often forget to advise our clients on simple SEO and website ranking tactics.
Here are my top 3 ways to help get your clients noticed on Google!
1. Research key words that your clients' competitors are using. You want to let their clients know there is an alternative choice. It is a marketing 101 tactic- go to where the business is. So, don't bank on words you or your clients feel are important, instead- use what works!
2. Make sure you are using these words not just in content development, but as meta-tags within your websites and social media postings (such as blogs). If you're not adding in meta-tags, you're content development is lacking!
3. Don't use high-resolution images for your website. Google actually penalizes users for doing this and will drop the ranking of your website as a result. Make sure your design falls within Google's guidelines- otherwise you are left with a pretty website that no one can find!
Until tomorrow,
Velma Trayham
Here are my top 3 ways to help get your clients noticed on Google!
1. Research key words that your clients' competitors are using. You want to let their clients know there is an alternative choice. It is a marketing 101 tactic- go to where the business is. So, don't bank on words you or your clients feel are important, instead- use what works!
2. Make sure you are using these words not just in content development, but as meta-tags within your websites and social media postings (such as blogs). If you're not adding in meta-tags, you're content development is lacking!
3. Don't use high-resolution images for your website. Google actually penalizes users for doing this and will drop the ranking of your website as a result. Make sure your design falls within Google's guidelines- otherwise you are left with a pretty website that no one can find!
Until tomorrow,
Velma Trayham
Thursday, April 2, 2015
Pitch Using Twitter
Most people don't understand the power of Twitter. Well, here is a secret- most of the big production television shows request pitches directly to the affiliated producer or reporter using Twitter media. Never heard of it? Well, check out this example; http://www.usatoday.com/reporters/
Now, here's how to pitch via Twitter when you find the right person;
1. Make sure your Twitter profile is complete and professional. Photos of you drinking with clients or partying with other publicists isn’t professional and should be kept to your own private accounts, not your company account.
2. Make sure that your Twitter feed is active with industry news and valuable information for your sector. Remember, members are the press are professional BS trackers. They will call you on not knowing your stuff or being too self-promotive.
3. Follow up with a phone call. If the press agent hasn’t responded to your Tweet pitch, make sure you plan a 3 day follow up via a phone call. If they still don’t respond, don’t bug him or her. Try again later and with a different angle.
Until tomorrow,
Velma Trayham
Now, here's how to pitch via Twitter when you find the right person;
1. Make sure your Twitter profile is complete and professional. Photos of you drinking with clients or partying with other publicists isn’t professional and should be kept to your own private accounts, not your company account.
2. Make sure that your Twitter feed is active with industry news and valuable information for your sector. Remember, members are the press are professional BS trackers. They will call you on not knowing your stuff or being too self-promotive.
3. Follow up with a phone call. If the press agent hasn’t responded to your Tweet pitch, make sure you plan a 3 day follow up via a phone call. If they still don’t respond, don’t bug him or her. Try again later and with a different angle.
Until tomorrow,
Velma Trayham
Wednesday, March 18, 2015
The Top 3 Ways to Improve Your PR Business
People ask me all the time about staying on your game in business. Who has time to really go focus on networking when you have a business to run, right?! Wrong! Here are my three tips to staying on your game.
1. Try to meet one new person every single day. Yes, you never know who you are going to meet so make sure to introduce yourself to one new person at your local coffee store or in your office complex daily.
2. Spend 15 minutes each and every day doing something you hate. Why? It helps you grow your problem solving skills when faced with a challenge.
3. Share photos of your goals on social networks. Yes, your goals. Working for retirement? Share photos of places you want to retire. Working on becoming famous? Share your writing, music, etc. on these mediums.
Why? Sure, the posts tell people about you but, more importantly, they work as self-affirmation and keep you on track towards these goals.
Until tomorrow,
Velma Trayham
Tuesday, March 3, 2015
Does Your Client Understand ROI vs. ROAI?
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. And there is a difference between ROI (earned PR) and ROAI (paid efforts, not earned).
Given the example above, 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?
Results are crucial but making sure your customer understands the value in those results... well, that's your reputation.
Velma Trayham
Given the example above, 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?
Results are crucial but making sure your customer understands the value in those results... well, that's your reputation.
Velma Trayham
Friday, February 27, 2015
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
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
Wednesday, January 28, 2015
3 Ways to Get Fired
If you're new to the PR business, take note. I'm about to offer you 3 ways to either get fired by your client or your agency. Why am I doing this? So you don't get fired. If you know what NOT to do, you will know how to get ahead within this industry.
OK, here we go.......
1. Photos, photo and more photos. Don’t rely on photos to make a brand. They have models for that. People want substance, especially reporters. No one is simply going to cover you or your client because they have nice photos. PR doesn’t work this way. Yes, you need a photo to go with your media kit, etc. but these photos shouldn’t be the cornerstone of your campaign- even if you are an entertainer.
2. Responding to the media via text. This is a huge no-no, even if the media rep sent you a text. It is always better to call. Even if you get a VM, put a voice to the name and leave a message and then respond via text.
3. Never, ever say anything bad about anyone to the media. This will be the first thing quoted out of context at a later date. It is the same rule as liquor. If you are photographed with liquor and arrested years later, guess what photo the media will run. So, stay away from anything negative- even when responding in crisis communication mode.
Until tomorrow,
Velma Trayaham
OK, here we go.......
1. Photos, photo and more photos. Don’t rely on photos to make a brand. They have models for that. People want substance, especially reporters. No one is simply going to cover you or your client because they have nice photos. PR doesn’t work this way. Yes, you need a photo to go with your media kit, etc. but these photos shouldn’t be the cornerstone of your campaign- even if you are an entertainer.
2. Responding to the media via text. This is a huge no-no, even if the media rep sent you a text. It is always better to call. Even if you get a VM, put a voice to the name and leave a message and then respond via text.
3. Never, ever say anything bad about anyone to the media. This will be the first thing quoted out of context at a later date. It is the same rule as liquor. If you are photographed with liquor and arrested years later, guess what photo the media will run. So, stay away from anything negative- even when responding in crisis communication mode.
Until tomorrow,
Velma Trayaham
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