Specific PR

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

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

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

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

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

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

Until tomorrow,

Coco the CEO

What to do when clients don't listen....

It is very hard to make clients do anything, even when it is in their best interest. I want to talk about the dark side or public relations tonight. Most people think the life of a publicist means coordinating interviews and residing on the sidelines of glamorous red carpets.

In fact, our job can be very special at time and glamorous, but most of the time we have to convince clients to show up for interviews, say the right thing at interviews, and then understand that the interviews still may not be composed in a positive light. We can arrange interviews all day long, but we can't make the reporter like our clients all of the time.

This is the dark side of public relations and it is the main reason why a client skips from PR agency to PR agency. They will never find the perfect public relations firm because they are unwilling to listen to their publicity team. So, how do you handle this scenario when you come across it (and you will)?

First, have an air-tight contract to define that PR is only as good as the client who gives the interview and accountability is shared with the client.

Second, make sure you client signs off on any media interview, offer, press release, or other collateral that is represented to the public by your firm. Why? Well, your clients may become irritated at this procedure but it will protect you should an interview go south. The accountability doesn't sit solely on your shoulders if the client acknowledged the risks, benefits, and then gave the answers during an interview.

These two small tips will save you a lot of heartache and they will give your client a clearer picture of what his or her expectations are within the confines of your contract.

Until next time,

Coco the CEO

PR Rules of the Road

As a publicist, you owe it to your client to pitch him every minute of every day. This said, how dare you be reading this right now and not pitching! While you know that’s a joke, your client is sitting at home – hopeful that you are on the phone with a media outlet right now pitching him.

On this Friday, I want to discuss the rules for the road when dealing with client expectations. It isn’t easy to promise the world to clients and give them a timeline. Breaking news happens, editors change jobs, clients become difficult and spend time doing everything but approving copy, etc.  So, when you work pitching- you may be up against challenges that clients don’t see. When you’re not producing, and we all have periods of this, then the clients get upset. These are just the rules of our road in the PR field.

Try to spend this weekend, if the above paragraph applies to you, thinking about how you can refrain from over promising and under delivering to quite the opposite.  It will not be easy to not pitch yourself to clients, hey – it’s in our nature, but when it comes to pitching performance measurements- know it is always best to be bashful and show up with numbers that speak the bold truth about your capabilities.

Remember, pitch the client- not yourself- and you will always have success.

Until Monday,

Coco the CEO 

Public Relations and Customer Relations

Here’s a phrase you should never say to a client, “I’ll pick you up in my beamer.” Why? Well, if a client knows you are doing well, the client is going to ask for a discount. Further, that client may not pay his or her bills on time and may even become spiteful at your success while he waits for clippings to pour in.

I recently overheard a competing agency rep yap about his nude weekend in the Bahamas with a certain celebrity. Then he talked about his beamer collection, how much cash he dropped in a Vegas strip club coming back from the Bahamas, and then about his potential addiction to Valium. By right, his client- who was on the receiving end of this conversation- had every right to not only be worried about the account rep’s performance with his campaign, but to foster concern about where his retainer was really going!

I wanted to briefly touch on knowing your manners around clients tonight. We spend a lot of time with our clients. Sometimes we are left spending more time with our clients versus our friends and family.  While we may feel a stronger bond with clients because of this, the professional boundary lines should never be crossed.

I am hopeful you use the conversation example I overheard to discuss appropriate fodder with your client reps when it comes to being close and how much information is too much information. Not only can TMI conversations cost you clients and money, they can be legally liable too.

Until tomorrow,

Coco the CEO

Handling Bad Press

 Here’s a PR person’s worst nightmare. She lines up a media interview for a client. The client shows up on time, is cordial, doesn’t have a list of “can’t ask” questions, and smiles for photo opps during the junket / interview. Then, out of the blue, the piece is printed or run on TV and it is scathing.  Yikes! Guess who is at fault- you! At least your client will see it this way. You are supposed to screen and qualify the media. What happened?

If you ever find yourself in this position – keep reading. I have three fail safe ways to recover from this scenario. First, you want to confront the source.  Make sure you address your concerns in writing, via email or a letter, and wait a day before you send it. You also to have your legal team review the letter before sending over anything in writing. You do, however, need to address this issue in writing should it scale beyond an apology.

Your next step is to confront the article, in a positive way, via social media. Make the statement brief and share one of the photos taken during the interview. Hashtag the post with #confused. This will put your existing audience in your corner and the reporter on the defensive. This usually will stop the rest of the press from jumping on a negative “shock jock name making” article.

Finally, have your client post a blog about what a great time he or she had during the interview and make sure they ask for fans to not instigate or engage the reporter. Make sure your client writes “everyone is entitled to their opinion” before signing off on the blog.

It is nature to attack those who attack us, but I promise you these tactics will result in a better outcome for you and your client.

Until tomorrow,

Coco the CEO 

When PR People Don’t Get It!

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

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

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

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

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

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

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

Until next time,

Coco the CEO 

Why Good PR People Fail

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

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

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

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

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

Until tomorrow,

Coco the CEO