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

Your Image- Why It's SOOO Important

I was recently speaking with a friend about his business and he said that while business is slow, he loved the fact that he could wear jeans everywhere and anywhere. Well, just because you can be casual doesn’t mean you should be casual. Different situations mean there are different expectations. Knowing how to dress and when to dress is very important to the success of your business… even if you want to be casual.

According to research from Princeton University, people assess your competence, trustworthiness, and likeability in just a tenth of a second, solely based on the way you look. That is a fact! So, while you may like being casual, it could be something that works against you on a sub-conscious level. Thus if you want to be respected, casual may not be the way to go. In fact, flashy may not be the way to go either.

Whatever image we present is magnified by social-media services like LinkedIn. Chances are, your headshots are seen much more often now than a decade or two ago. Millennials, it seems, face the paradox of being the least formal generation yet the most conscious of style and personal branding. It can be confusing but be consistent.”

I suggest you change your profile photos every six months to grab attention, stay relative, and reflect where you are presently in business. If you can be comfortable yet professional and you need to make sure your photos and your content are consistent.  Ask yourself, “would you hire you?” If the answer is ‘no’ then there is a bigger problem below the image thing on social media.

Also, understand there is an underlining context to what is within your photo, including backgrounds and even the title of books that may be in the background. If you seemed more focused on you the brand, how can you be focused on clients? If you seem more focused on drinking, where are your clients? Know your clients and their expectations and then make sure your profile photos and social media images coincide with this brand expectation.

Until next time,

Velma Trayham

Leading The PR Way

I was recently asked how I became the leader of my industry. Well, thank you! I love being thought of as the industry leader. But, there is always more to learn and more work to be done. This is why my advice for anyone wondering how to become a leader within their industry is to meet regularly. Yes, touch base with your team. Delegating is a tool to use, not a form of leadership. Don’t let delegating tasks replace regular meetings.

Eric Holtzclaw of Lean Forward recently said,”regular meetings create structure, cohesion and a sense of community. They force accountability, not only for the individuals being assigned tasks or providing updates, but for the leader as well. Regular cross-department meetings encourage communication and learning about what others are doing. Well-run meetings are where strengths and weaknesses are identified faster and improved upon.”

I couldn’t agree more. Mico-managing is not a bad thing. If an employee doesn’t like to be micro-managed, they usually are hiding something. Either they lack accountability, don’t want to be part of the team and the constant meetings irk them, or a whole host of other issues exists. Either way, you’re the boss and you decide how work goes down, right?!

You can’t run a business without checking in and having meetings. You can do this virtually now which means you can take a half hour phone call to get updates from the golf course. You can still live your life and have your freedom without being hands-off when it comes to your business.

Until Friday,

Velma Trayham

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

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

Another Word on PR & Social Media

Every remove someone from your social media accounts because they are stalking every post you write? You know the type- they “like” or “retweet” everything you say. Even worse, their own posts are nothing more than selfies, rude memes and, of course, status updates from the gym! You want followers, but you want the RIGHT followers.

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.

Until tomorrow,

Velma Trayham

Getting Clients to Trust Your Direction...

Clients new to the PR game are often the most difficult. I say this in a positive way.They haven't learned the power of PR yet so it is understandable when they have trust issues in what we, as PR people, actually do.  Some new clients want to be on The Today Show - like tomorrow. Well, we all know things don't work this way. Sadly, if you don't deliver- like tomorrow- the trust they don't already have with you turns into resentment and more distrust.  

There are ways to help build trust among new clients. In fact, below are three ways you can help promote trust between yourself and another party. I’ve tried and tested all of these steps and they do work!

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

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

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

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

Until tomorrow,

Velma Trayham

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

PR Fallout From Online Posts

I have to address an issue I am seeing on an continued basis. Your personal online content. I read a terrible Facebook rant over the weekend and I’m sickened that a publicist would put her hateful opinions for clients and peers to read on her personal Facebook page.

Now, some of you might say that it is her personal page. Sure it is, it is just archived onto Google’s search engine for the world to read. She is entitled to her hateful opinion but she is going to have business lost to it. Peers will soon catch on and stop referring her too. I will not repeat what she said, only that it is filled with hate and aimed at a certain demographic of sexually orientated people.

I can’t stress enough that nothing you write is personal anymore. Friends can quickly become enemies and take screen shots of your “private” social media accounts for all the world to see.  Don’t ever write anything on your personal pages that you wouldn’t want to proudly read- outloud- in front of a client or potential client.

As a publicist, you don’t have a personal life. Your clients’ lives are your obligation- both personally and professionally when it comes to branding and visibility. Voicing your own opinions online (even via a personal account) will harm your own reputation- right or wrong, this is the culture we live in.

Keep it professional and keep those negative or opinionated posts off of social media!

Until tomorrow,

Velma Trayham

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

Is Your Logo Failing?

Here is a thought for the weekend- "What has your logo done for you?" Think about it. Think about it for you and your clients. Is your logo really a point of visibility  or an eyesore? Most think it is visibility and in reality- it is an eyesore!

A logo has to serve a purpose. It can't just "look cool". The branding has to have a short and concise title and the colors have to appeal to the masses. Plus, it has to be immediately identifiable. Think Starbucks... without the lettering, we still know the woman in green means great coffee that is over priced!

Speaking of green, what colors are you using? Certain colors mean different things from a psychological standpoint. Did you know, for example,  that the color yellow equates to childhood memories within people? If someone had a poor childhood, they will not be buying your services if you have a yellow logo. If they had a great childhood- they will be buying for life!

Uniqueness has to play a part too. Compel the viewer, don't hit him or her over the head with the obvious. AT&T doesn't have a logo as part of its logo. Instead, it has a globe. Why? Most people think of phones when the hear about AT&T.  Well, the communication company offers services all over the globe, which compels the logo viewer.

So, all this said- look at your logo this weekend. Look at the logos of your clients. Are you being too obvious? Too generic? Using the wrong colors? Chances are- all of the above is true.  And if you need a brand overhaul, don't be afraid to reach out to me.

Until Monday,

Velma Trayham

PR Co-Chairing

I was recently asked about public relations and co-chairing. Basically, this is when two PR companies share a vested interest or a client account with two different purposes.  I am neither for or against co-chairing. It happens often and the relationship aspect of working with other PR professionals can be beneficial.

So, what are the negative components? Well, client stealing. There I said... what every public relations pro. fears the most. Well, here's the thing.... client stealing happens. You shouldn't worry about client stealing because you should be working with your clients and providing results good enough that they will not and can not be stolen away. Those who worry about client stealing are the ones who know they don't have what it takes to fulfill the contract.

Co-chairing is beneficial to all involved. I can learn from the other public relations firm and they can learn from me. Most importantly, however, is the double benefit our shared client receives- which is something to think about this Thursday evening.

Until next time,

Velma Trayham

Facebook's PR Tools

Facebook dropped the bomb on digital ad agencies everywhere last week. The company announced that they’d be tinkering with their super-secret algorithm, giving unpaid promotional posts even less of a presence in users’ respective news feeds. "So what," may be what you're thinking. Well, here's why this is BIG news....

Digital ad agencies started to cramp the space of the PR and marketing world. Ad agencies were approaching clients, offer big social media "bang" for the buck. Essentially, one good spend $500 a month with a digital agency and see the same results- social media wise- as they would spending $2k with a marketing / pr firm to do the same thing. The problem is the marketing / pr firms write better, write more, and have different connections to provide a multi-use platform for the content. Clients, however, often don't value relationships as they do when it comes to immediate ROI.

Facebook essentially is helping the publicity and marketing firms by requiring boosted posts from essential sources and changing feeds and pricing so that digital ad agencies couldn't broker the space from Facebook- only a true PR or marketing firm would be able to boost posts (or the clients themselves) from the inside of a campaign and out.

So, as we head into this week- consider your social media posts and what value your clients may see in your ability to now navigate the waters on their behalf.

Until tomorrow,
Velma Trayham

Do Your PR Efforts Measure Up?

 I recently spoke about the benefits of measuring public relations  efforts. Many PR people are afraid to run a publicity report. Why? The PR report can help you gain better contracts, more money, and more respect within your industry. If you are afraid to run a metrics report then you know you are doing something wrong or under-serving your clients.

Here are a couple of ways to measure PR efforts for you “Do-It Yourself’ers” out there.

1.       Surveys - Ask relevant questions and tally results. Yes, survey results count as part of reporting. In fact, it is a major role if your client isn’t a B2B client.

2.       Scores - Create indices or scoring mechanisms to identify valuable outcomes and results, recognizing quantity (volume of media hits) and quality (scoring for content feature, prominence and mention).

3.       Correlations - Identify correlations between outputs, outcomes and business results. Track public relations events with lead generation (online, email, phone, events) and track public relations events with web traffic.

There are some online applications that can run your social media and clipping reports too, but you often have to pay for these. Yes, they are expensive.

Even if you have to create and keep reporting data in a spreadsheet, do it! Not sending clipping reports or reel reports- heck, any report, can shortchange both you and your client.

Until tomorrow,

Velma Trayham

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

Bad Publicity Can Be Beneficial

There is a saying that any press is good press. This isn’t true. Most of the time bad press has real consequences on a brand or business. Sure, you get a lot of media attention during the bad circumstances, but the attention doesn’t usually equate to dollar signs. In fact, most of the time this measurable type of press hurts your bottom line!

There are exceptions to every rule, and there are times when bad press can benefit you. Caution, these occurrences are very far and few in between.  If you find yourself, or your client, on the receiving end of bad press- here are some pointers to try and ensure you come out on the other side in a positive light and a profitable one, too!

First, address the media head on. Don’t wait to credential everyone. Simply pick up the phone for everyone who calls and answer emails as soon as they hit your InBox. Make sure you keep your story straight, too. Don’t tell one reporter one story and another reporter a different story. Tell the truth and own up to any mistakes you have made.

Focus on your corrective action. How are you going to fix the issue at hand? Write a media advisory about this and place it on all your social media websites (links too).  Don’t simply apologize or offer an explanation, offer action!

Finally, don’t attack the other party if there is one involved. If someone is accusing you of something that isn’t true, attacking the other party or calling their integrity into question can backfire. Simply state they have a right to their opinion but you have a right to tell your side of the story. Then, in a positive manner, tell your side of the story.

Until Monday,

Coco the CEO

Mastering Branding

Branding is a major part of public relations. You have to have a consistent brand. Sure, pivoting with the times is important, but there should be a common thread or theme with your brand at all times.  People and companies who are constantly changing their objectives or brand identity will never gain traction with the media, their own success or with customer loyalty. Keep this in mind as I notate the top three ways to master your branding efforts below.

1.       Don’t try to impress people out of the gate.  Instead, watch people and mold your brand to what they like.

2.       Put your brand identity over money. If you spend your professional career chasing money, you will never truly capture. However, if you spend your career promoting your brand and explaining why your products / services are the best, money will come to you. Prioritize your brand over money and the money will come.

3.       Don’t rely on gimmicks.  Sham-WOW was great as a brand. Key word ‘was’. You don’t want to keep chasing success with trending brand gimmicks. McDonald’s doesn’t. Apple doesn’t.  Cheap products backed by gimmicky brands do. Think about this.

I hope you have a lovely weekend and that you truly take these tips to heart.

Until Monday,

Coco the CEO

Think Yourself Rich

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

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

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

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

Still have questions?

Call me to setup a consulting appointment.

Coco the CEO

The Inside Track to Sales

Here’s the thing, you have to sell yourself. Regardless of what it is for (contracts, a job, new accounts, promoting a nightclub), you need to convince people to buy products and service pitched by yourself. It can be nerve wracking, right? Well, it doesn’t have to be.  I have developed a few ways to ensure sales without becoming nervous during a pitch.

First, never think of a sale as a sale. Instead, think of yourself as a problem solver. You are presenting someone with the opportunity to fulfill a need or rectify a problem. You are a hero, act like one!

Next, listen. People are so busy selling stuff that they forget to listen. The biggest and easiest way to gain a sale is to listen to the client and then explain, using their words, how you can help. Don’t be pushy and don’t do the majority of the talking. If your client isn’t a talker then ask questions. The more they hear themselves talking to you, the more they envision working with you.

Finally, be honest. Don’t tell people what they want to hear. People know this is a trick and they are weary of people who say things that don’t seem valid. So, be upfront and honest. This goes a looooonnnnnnnggggg way.

Coco the CEO