Archive for February, 2007

Closing Speeches

February 25, 2007 at 3:48 pm · Filed under Media Coaching, Public Relations, Public Speaking

AND IT’S GOODNIGHT FROM HIM… Closing a speech is an art. Some speakers end with a simple “Thank you, it’s been a pleasure to be here”, and wait patiently for acclaim. But not you, since you want to leave your audience with something to think about, or something to do. There are several ways to close a speech, but they all have something in common – they require preparation. Here are types of closings you might use –

  • A summary closing, where you wrap-up the main points of your speech and re-state your core message
  • A reference closing, where you refer to the venue, date, weather or attendees to make a strong point
  • An inspirational closing, where you tell a story that moves your audience to thought or action
  • A humorous closing, where you tell a funny story that emphasises the message of your speech

Whatever type of closing statement you make, practice it until you are word-perfect. Nothing creates a worse impression than a speaker fumbling their closing words. So, to conclude, here’s one of my favourite closing lines, from Abraham Lincoln’s
Gettysburg address. – “…that we here highly resolve that these dead shall not have died in vain – that this nation, under God, shall have a new birth of freedom – and that government of the people, by the people, for the people, shall not perish from the earth.”

By Alan Stevens, Media Coach www.mediacoach.co.uk

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Build A Business Blog

February 23, 2007 at 4:42 pm · Filed under Online PR

It seems that every where you listen, read or log on – a popular new way to sell your company is through blogging!  There are many people with personal blogs full of ‘what are you doing this weekend, fancy meeting up’ notions but business blogs are an increasingly effective way to raise your profile… 

What are Business Blogs?

Blogs are being used as a powerful marketing tool which have allowed businesses to communicate effectively with their customers and demonstrate expertise, as well as open new prospects and widen their contacts – the UK and abroad.

Why have a Blog?

Business Blogs are a cost effective way of differentiating your business from your competitors, are a great PR and marketing tool, a way to exploit niches in your market places, research your industry, position yourself as an expert and communicate your brand messages.

Blogs attach a personal voice and a human face to your company and the products and services that you offer, which increases the value of your organisation in the eyes of your customers. This will lead to an increased loyal customer base, building trust and a personable approach which customers value.

In addition, you find that Search Engines such as Google will actually work for you in your online marketing. Because of the way in which blogs are structured, they are very search engine friendly – increasing your web visibility.

If you are a new business and may not have the capital as yet to create your own website, blogs are a cost effective way of show casing your images and correspondence to a very wide audience, and don’t worry if you’re not a techy genius.  Blogs are very easy to use because you can write using a “Word” type of interface which means that you do not need a web designer to put information on the web for you any more – anyone in your organisation with access to the internet can update and add information as required!

Written by Bethanie Lunn of Huge Promotions

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A Field Guide to Journalists

February 18, 2007 at 7:56 pm · Filed under Media Coaching, PR, Public Relations

 Just like real people, journalists (and I speak as one) come in different shapes and sizes. Each one needs a different approach from you. Here’s a quick guide to six of the most common types -

The Peoples Friend

If you find yourself on the morning sofa, you can expect a fairly easy time. However, if you aren’t a regular viewer of this type of show, you may be surprised by some of the topics that are covered. If you are dealing with what (to you) appears to be a controversial area, be prepared for some very direct questions.

The Breakfast Interrogator

On a serious, news-heavy program, you may encounter a serious seeker after truth who will give you a hard time. In practice, this is only likely if you are a politician or company director with embarrassing financial results. With other interviewees, other times, the same tigerish journalist will turn out to be a pussycat.

The Local Hero

On a regional news show, some of the journalists are wannabee breakfast interrogators, so you may get the worst time of all. However, since your questioner will be inexperienced, you should be able to take control.

The Drivetime Dozer A staple of local radio programming is the drivetime show, which accompanies weary commuters on their way home. This is often a mixture of middle-of-the-road (sic) music and relaxed chatter. Often the home of experienced presenters, you are likely to get a long interview perhaps up to ten minutes without any tough questions at all. The important thing here is to have a core message that you keep repeating.

The Jokey, Blokey Mate

There are many interviewers (of both sexes) who fit into this category. Indeed, some radio stations employ only this type of presenter. They will greet you like a long-lost friend, and refer to you by your first name or a nickname that they have just invented. If this is not your sort of thing, you may have to grit your teeth, but the best advice is to relax and enjoy yourself.

The Last Worder

If you are interviewed by one of a pair of journalists, most likely on a breakfast or drivetime show, you may find that the other journalist is apparently disinterested. Just when you think that your ordeal is over, they may lean towards you and say Could I just ask one more question before we finish?If this happens, be on your guard, since the question will often be a tricky one. You can relax when you get back to the green room.

By Alan Stevens, Media Coach www.mediacoach.co.uk

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Speaking at Conferences

February 18, 2007 at 7:53 pm · Filed under Media Coaching, Personal Branding

We all do it from time to time. We are asked to “say a few words” at an event, and we find it flattering. We tell our chums that we’re speaking at a big conference and they seem impressed. “I’d be too scared to do that” one of them says. Slowly it dawns on you that it may not be such a doddle after all. So how can you make sure that your conference speech goes down well, and avoid getting stressed about it? Here are a few tips.

  • Prepare, prepare, prepare. Find out as much as you can about the audience, their interests, the other speakers, and the venue
  • Arrive early. This gives you time to have a technical rehearsal, get a feel for the venue, and have a relaxed chat with the organisers
  • Make a point of meeting the other speakers. They will offer you support.
  • Watch the other speakers perform. If they say something you were planning to use, cut it from your speech, or change it.
  • Stick to your time. No-one will mind if you finish early, but the audience won’t forgive you for over-running
  • Deliver information, not adverts for your company or products
  • Enjoy yourself. Smile. Don’t tell jokes (please), but do tell funny personal stories. They happen to all of us.
  • When you reach the end of your prepared speech, stop.

And of course, get some coaching on speaking technique if you need it. I’m sure you can find someone who can help.

By Alan Stevens, www.mediacoach.co.uk

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The Tipping Point

February 15, 2007 at 10:53 pm · Filed under Networking, PR, Personal Branding

I have just been on a much needed holiday to Egypt and I immersed myself in a great holiday book called ‘The Tipping Point’ by Malcolm Gladwell. Malcolm talks about the momentum behind a ‘word of mouth’ epidemic …. i.e. when everyones talking about and engaging with a brand name – the tipping point to success!

So how does it work? well Malcolm believes the emphasis is placed on exposure and relationships with key individuals who entertain certain characteristics!

So who are these individuals? The Connectors! The Mavens and the Sales People!

‘Connectors are the kind of people who know everyone. These people link us up with the world and introduce us to new social circles. Connectors have a special gift of bringing the world together and connecting you to people you need to know.’

‘A Maven is a person who has information on alot of different products, prices or places. This person likes to initiate discussions with consumers and respond to requests to help inform consumer choice. They are information brokers, sharing and trading what they know.’

‘Salesmen have the skills to pursuade us when we are unconvinced of what we are hearing.’ They have the ability to attune themselves to their clients in a subtle way, developing a verbal and non-verbal rapport and relationship.’

Mavens are data banks, they provide the message. Connectors are social glue and spread the message, and Salesmen have the ability to pursuade people to take action.

Engaging with individuals from these three groups will help you to build your own word of mouth epidemic and work towards the tipping point of your brand. To find out more about how it works and the other secret ingredients, i would recommend buying the book!

Take care for now,

Heather, Striding Out www.stridingout.co.uk

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How did I do?

February 12, 2007 at 10:04 pm · Filed under Media Coaching, PR

The most common post-interview question asked by my media clients (including some of you reading this) is “How did I come across?”. Of course, I offer them honest, feedback, in as positive a way as possible. Naturally, they all perform well, since they’ve been well coached (ahem!).

But if no-one has seen or heard your interview, how can you make a judgement yourself about the success of it? Well, unless you have thought about it beforehand, you can’t. You will be so caught up in the moment, and focusing on saying the right thing, that you will not be sure whether you got your message across. You must set yourself targets before you step in front of a microphone or camera. For example; “Three mentions of your website address”; “Stating the core message at the start and at the end”; “Giving a contact phone number”. Unless you have targets, you can’t know whether you succeed. Make a plan before you are interviewed, and then judge for yourself how you did.

By Alan Stevens, www.mediacoach.co.uk 

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The Future of Online PR?

February 12, 2007 at 2:04 pm · Filed under Online PR, PR

I was astonished to read in PR Week recently about how much PR activity is going into the online virtaul world Second Life. It seems that big money is being ploughed into it by large coporates such as Reebok and a number of car manufactureers for example. They want to establsh a presence in the virtual society and even market and PR to its citizens. One example that caught my eye was Reebok setting up a virtual shop where you can design your own trainers – how’s that for brand maintenance?

 

And then I read about a PR company that is launching the tour of one of its comedians with a virtaul gig in Second Life. The idea is from a division of the PR company that has been set up – a digital division – to take advantage of opportunities like these that are opening up every day.

 

Now I’ve never been on Second Life but a quick look at it says that it has 3,360,421 citizens and supports millions of dollars worth of monthly transactions – and you can exchange your online Linden dollars for real US dollars. Wow it sounds like I should check it out!

 

By Paula Gardner, www.doyourownpr.com

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The Ins and Outs of Contacting Journalists

February 12, 2007 at 1:56 pm · Filed under Media Coaching, PR, Public Relations

So, you’ve got your media contacts list and press release together and it’s looking pretty good..  You’ve sent it out to eons of journalists and now your palms are sweaty, your throat is hoarse and your heart is pumping.  Why?  Well it’s cold calling time!

Here are my top tips to ensure you maintain your composure, present a professional image and get through your follow up calls as smoothly as possible;

  • Never, never leave a message.  If you simply leave a voice message everywhere you’ll not only waste your time you’re in danger of being branded a pest.  If a journalist keeps hearing your name on her already over flashing answer phone she’ll soon get sick of you so keep quiet, keep persistent and wait until you get through before you start to talk.

  • Never give up.  Call and call again.  If you cannot get through keep trying at different times and on different days.  It doesn’t matter how long it takes to get through and speak to someone in person.  Try different numbers if you have to.  Speak to the receptionist find out when the best time to call will be and then call back.  Don’t give up until you’ve eventually got through to the person you want to speak to and got some feedback.

  • Find out when the publication deadline is and then do not call during that week.  Just afterwards is a good time.

  • Someone answering the phone may be rude!  It’s not all sweetness and light!  There may be no reason.  They’re just having a bad day, or tired and stressed out reaching deadline (remember I said DON’T call near deadline) or hey may be just having fun with you!  Whatever it is do not take it personally and do not be put off.  You may be speaking to someone on a job share one of whom loves your idea, the other hates it!  So guess what.  Find out when the person who loves your idea is on and ONLY call her.

  • In PR as in life it is often just when you are about to give up that you are about to make a breakthrough!  The Universe is often testing us so that when we think we are setting ourselves up for failure what is actually happening is that our skills of perseverance are being tested.  Just when you think that no one’s going to bite you can make your 25th call and you’ll be exactly what they’re looking for!  See you on Breakfast News!
    by Emily Gordon, www.doyourownpr.com

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Three approaches to PR

February 2, 2007 at 6:37 pm · Filed under Online PR, PR, Press Releases

We held a fantastic like-minded speaker event on the value of PR last week.

Our guest speaker was Susanna Simpson, an inspirational young entrepreneur who has succeeded at establishing an excellent PR agency called Limelight PR. She has worked with a whole host of clients who have been connected to a wide range of media channels thanks to their agency. During the evening, she shared her insights on the three main approaches to managing a PR campaign.

The first is Strategic PR – Telling the educational story behind your product/service to raise awareness. This focusses on editorial that highlights research, findings, knowledge and campaigns about your industry. It is particularly relevant for trade publications/media channels.

The second is Tactical PR – Reaching out to your consumer base with the intention to generate sales. This focusses on editorial or approaches that highlights consumer casestudies, features and product/service attributes or benefits. It is particularly relevant for mainstream/ target niche consumer publications/media channels.

The third is Ego PR – Telling the story of the entrepreneurial founders to build up the personal brand of the business. This focusses on editorial to profile the background, skills, experience, drive and passion of the entrepeneur(s) who founded the business. It is particularly relevant for business or lifestyle related publications.

These three approaches certainly gave our entrepreneurs food for thought at the event, so we hope it helps you to plan your PR campaign too!

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Sell what journalist’s are buying

February 2, 2007 at 6:35 pm · Filed under Media Coaching, PR, Press Releases

If you are pitching a story to the media, you need to do your homework. Journalists have particular areas of interest, publications have regular topics, and radio and TV shows often feature a particular type of story. In order to stand a good chance of having your story covered, you need to study the journal or programme that you are aiming at. It’s a good idea to keep a note of journalists who often feature “your type of story”, since an approach to them is more likely to be successful. In addition, if you talk to a journalist about a story that they have covered recently, they will listen to you. Of course, this means that sitting around reading the paper or listening to the radio becomes an important business activity. You may need to explain that to your partner, though.

By Alan Stevens Media Coach www.mediacoach.co.uk

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