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âIf you want to attract media attention, think like a reporter.â
Itâs something many professionals who want to be more visible must learn. But what does it mean? How do reporters think? And why do you need to be privy to this information?
You canât effectively pitch stories to anyone in traditional or social media if you donât understand how their minds operate.
How do journalists, bloggers and podcasters decide what is newsworthy and what gets tossed?
I was a news reporter. Please, allow me to share these five common rookie mistakes small business owners should avoid when looking for publicity:
Rookie Mistake #1. I can sell my products and services with an article, post or interview. Itâs all about me! When pitching a self-serving story that fails to connect with a specific audience, youâre missing an opportunity to become a trusted and credible resource.
If you want to...
People often ask me about the "official" name of my publicity training company, Get in Front Communications.
Get in Front is a constant reminder to me to be proactive. It goes back to one of my "signature stories" when I speak and train people. It's about my husband Andrew, our son Danny, and the game of ice hockey.
When Danny was seven-years-old and learning to play hockey, Andrew, who has been on skates since he was four, told him, "Get in front of the net, the puck, and the other players."
Danny didn't understand, and with a puzzled look and a shrug of his shoulders, he quizzically asked, "Why? Why should I get in front?"
Andrew's response was simple and it applies to each of us.
"Because that's where all the action is. Nothing exciting happens to the guys who hang out in the back. Get in front of the net, the puck, and the other players. Get in front and make something hap...
In a perfect world, we could put a pushpin on a calendar date and plan out days, weeks and months of special events, announcements, contests and news to share. Wow, an entire road map of content, blog topics and email promos. It would work out just fabulously.
[RELATED: To continue learning about communicating with confidence and clarity, join Communication Nation on Facebook.]Â
Of course, anyone who has walked the planet for a few decades knows that social mediaâand breaking newsâcan quickly push our best-laid plans out the window. If the TV interview youâve been working on for weeks has arrived but thereâs a major earthquake in California, your big moment might be rescheduledâor axed. Thatâs why youâand your editorial calendarâmust be flexible.
First Things First
Though content planning can bring challenges, savvy professionals still keep a framework in place. Â
Templates that allow you to easily trackâand updateâcontent distribution are crucial. There are hundreds of freebie o...
Chances are, youâre getting your business storyâand marketing copyâall wrong. Donât worry; youâve got plenty of company, myself included.
Listening to a presentation by Donald Miller, author of the best-selling book âStoryBrand,â I was laughingâand cringing. The focus of Millerâs talk was clarity around how we present our offerings (products and services) to prospects.
Here are 10 gems from Millerâs keynote at the EntreLeadership Summit. The final one is a video clip (above) from my follow-up interview with Miller.
One of the things I missed the most when we moved from New Jersey to Texas is the change of seasons and opening the windows in our house.
In San Antonio, the air conditioning is on for 9 or 10 months. Of course, we're grateful to have AC in the steamy months. Still, I miss the change of seasons and cracking the windows in the house to enjoy the breezes and crisp air. It's refreshing and brings a new energy.Â
The same is true with work...businesses need to re-energize and take advantage of the many windows of opportunity that are often right in front of our faces.
For entrepreneurs and professionals who want publicity, there is a HUGE window of opportunity to get media attention and "free press"---right now!
NewsFlash: The next 3 months are fresh with topics and timely subjects for interviews and stories in print, radio and TV news (traditional) and online media wit...
Discover the secrets to connecting with your audience and creating content that builds communities. The strategies and tips are in this 5- minute video; check it out!
Grab this Bonus, too! "How to Get Your Press Pass" and build instant credibility by mingling in-person with influencers and leaders in your niche! https://sueyoungmedia.mykajabi.com/presspassÂ
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"This kind of thing never happens here."
How many times have you seen and heard that line in the midst of a breaking news story?
Business leaders who think a publicity crisis is "for someone else" are likely to get caught short when something unexpected happens. Hopefully it won't be a massive incident that the networks cover. Still, we must be realistic because a local story can negatively impact your brand reputation, hiring and revenue for years to come.
If a plane or truck crashes into your building, you may find yourself scrambling to craft a statement or press release. A white-collar crime or violent incident can also attract unwanted media attention.Â
The following 10 points will help you be proactive when dealing with reporters and the public.   Â
1. Have a crisis management plan in place and update it once a quarter. This includes assigning a designa...
The days of B2B and B2C sales models never existed, according to business author Seth Godin.
During a recent interview, Godin told me that behind every business is a human being who makes purchasing decisions.
Transcript: (Seth Godin)Â âWhen youâre selling to a business, youâre not really selling to a business. Businesses donât buy anything; people buy things.
The person at Ford buying brake lines, doesnât need brake lines. They need a story to tell their boss. Because theyâre not actually on the assembly line, they are the purchaser.
We sell stories. The shift now is that thereâs way more people to connect with, which is good. But, those connections are way more difficult because there are way more people to connect with. So, we have this challenge. Which is stop being bureaucratic and understand that people are going to buy a story that increases their status based on whatâs important to them.â
Godin says the key is to understand your audience and their frustrations so that you c...
Austin, Texas was the backdrop for the Public Relations Society of Americasâ International Conference #PRSAICON2018.
Whatâs on the mind of PR pros these days?
The theme: Convergence and Communication covered a range of topics including conflicts, creativity and client relationships. Crunching numbers (data and measurement) was a hot topic as well.
The three-day event was packed with dozens of workshops, networking and impressive keynotes. Though I was one of the presenters, my greatest joy was sitting in the audience listening and learning from such knowledgeable and interesting peers.
Weâre at a time in history when the media has become the scapegoat for what some claim is âfake news.â Others are attempting to clarify the obscured lines between trained journalists and the media. The conversations remain more important than ever. If we think for a moment that we are in âj...
Your email pitch hangs on eight wordsâŚor less.
The secret to gauging the interest of reporters and influencers who may want to interview you is complicated. The recipient must know from your subject line exactly what you have and why itâs relevant right now. Â Your goal: immediate clarity. In eight words or less.
A terrific pitch piques the interest of the reader because itâs about their audience. When pitching your story, forget cutesy. It's confusing and irritating to busy reporters. All they want you to do is make your point.
Iâve been on both sides of pitches, as a news reporter and anchor in a chaotic radio newsroom and as a publicity strategist working to get my clients media coverage.
Here are tips from the pros about what gets their attention when sifting through their inbox.
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