Archive for March, 2007

PR: Take It In Your Own Hands Or Hand It Over?

March 30, 2007 at 8:30 pm · Filed under PR, Press Releases, Public Relations

Facing facts

PR and marketing will help your business become more successful. But the obvious downside of a successful business is that you personally will no longer have as much time to devote to PR and marketing.

But handing it over to someone else is a risk – how can you be sure that they’ll communicate the passion that fired you up to start the business in the first place?

Your choices
———–

As you grow and find yourself in this position you really ultimately have four choices.

1. To grow but still retain control, personally, of all your PR and marketing. It may sound great but this is very stressful and if you’re planning on doing your PR full time, then why aren’t you running a PR company? It’s not impossible, but to carry out this option successfully you’ll need to be extremely disciplined.

2. To hand over PR and marketing responsibilities to another member or members of staff, and train them up to be responsible for this area.

3. To bring in a PR professional in-house.

4. To employ outside help from a PR company or practitioner.

Let’s take a look at what doing your own PR long-term actually involves. Whether you are planning to outsource your PR or not, this will give you a breakdown of the different tasks involved. You may find that you feel you and your business will be able to handle them no problem, or it may send you into a cold panic where you realise that you’d better start looking around for a PR company pretty damn quick!

Research
——–
 
This involves keeping up to date with newspapers, websites, trade and professional publications, magazines, radio shows and TV.

Planning your PR strategy
————————-

This includes market research into what image you need to project to your potential customers and devising a plan with a suitable timescale. To be honest, even if you have a PR company you’ll need to be on top and driving this one.

Building relationships with journalists and editors
—————————————————

This could involve lunches, networking, and going to trade events where you know they will be covering stories. The beauty of doing your own PR is that these contacts are yours and won’t be with-held by The PR company or leave with them when an account executive goes onto their next job.

Writing PR material
——————-

This could include web pages, press releases, articles for inclusion on your own and other websites (in exchange for links), articles for the press, newsletters and regular tips and hints for editors. Sometimes the clients still end up doing this even if they have a PR company.

Day to day PR
————-

Chasing up press releases and phoning journalist with a story; giving interviews; following up past “bites” or interviews to see when article are being published; arranging for photos, links, photographs etc; placing competitions; buying publications and organising cuttings to most effectively impress potential clients.

And, of course, co-ordinating all the above so that they run smoothly!

Pros and Cons
————-

Learning How to Do Your Own PR (either individually, or as a team)
————————————————————-

Pros

* You retain control of the way things go.
* The contacts you make are your own and you can build relationships with the press.
* You can portray the passion behind the business much more effectively than someone who is being paid to do so.
* You and your team will learn skills and unleash abilities along the way that will benefit other parts of your business.
* This is often the cheapest option.

Cons

* Time consuming!
* If you suddenly thrust PR responsibilities on a member of staff who didn’t sign up for this when they started it can cause bad feeling.

Bringing a PR Person In-house
————————–

Pros

* You’ll get all their abilities, contacts and skills – just for you.
* They can immerse themselves in company culture and product much more easily and hopefully be able to communicate that better than someone on the outside.

Cons

* Cost plus all the other risks associated with taking on staff.

Hiring a PR Person or Agency
————————–

Pros

* You have access to their contacts
* It frees up your time.

Cons

* This can be a very expensive option and fees can run away unless you watch them carefully.
*You could competing for their time with higher paying clients.

My own opinion?
—————-

I firmly believe that small businesses, while they are small, are the best people to do their PR. It’s easier for them to inspire the press with excitement and the skills you pick up can be phenomenal. And once a relationship with the press has been built it’s more effective to bring in more people into the business to carry that on, and keep it yours, than hand it over to an outside party.

OUR 30 DAY ECOURSE
—————–

This has just been revamped to take account of the evolving methods of doing PR that the internet and technology are bringing. The course is delivered over email for 30 days. It covers the basic foundations of a PR campaign such as finding your market, writing a press release, how to send it out to journalists and follow up, as well as how to get on the radio, organise a press launch and put together a tip sheet.

It also includes personal feedback from me with suggestions of things you can de doing right now to kick-start your PR.

You can read more about the course here:

http://www.doyourownpr.com/EMZ%20-3900/products/ecourses.asp

And of course, even if you are considering having an agency at some point in the future, doing this course will mean that you understand the mechanics of PR, know what to expect from them and can tell if they are giving you your money’s worth!

And Finally..
———–
When the Chocolate Ecstasy Tour founder (http://www.chocolateecstasytours.com/) Jennifer Ehrle came on one of my PR workshops a couple of years ago I knew that one day I was going to have to try them out. So, two weeks ago I spent one of the most delightful days of my life on a chocolate ecstasy tour of London! It took us around 6 of the top chocolateries – with lots of tasting and goodies in each of them. I really can’t recommend it enough, especially if you love really good chocolate or know someone who does. I was amazed to find that chocolate can be just as esoteric as wine, with premier cru plantations!

Anyway, you can find out more here: (http://www.chocolateecstasytours.com/)

Until next time,
Paula Gardner
www.doyourownpr.com

Comments (1)

Coping with hostile journalists

March 30, 2007 at 8:27 pm · Filed under Uncategorized

No, this tip wasn’t prompted by S. McClaren’s walkout. OK, maybe it was. He would have done well to remember the old saying “respect and suspect”. You need to respect reporters, because they represent media outlets with a wide reach. You need to suspect then, because they are not interested in your agenda, simply on finding a story. This is not to make you wary of all journalists, since many of you reading this have heard me do my “journalists are your friends” routine. However, keeping your wits about you is crucial. Don’t be defensive. Instead of phrases like “I agree that things don’t look good…” or “I hope you can forgive me…”, you should be assertive. Open your statements with words like “Don’t believe the doubters…” or “My experience tells me that…” Rehearse your messages, and be resolute in delivering them. You need to believe in what you are saying. If you don’t, then maybe your best option is to emulate Mr McClaren, and head for the exit. I don’t advise it though.

By Alan Stevens, Founder of www.mediacoach.co.uk

Leave a Comment

WRITING AN OP-ED

March 24, 2007 at 3:26 pm · Filed under Uncategorized

An Op-Ed (short for Opposite the Editorial), sometimes known as an “opinion piece” is a useful way of getting your story into print. As I mentioned last week, letters to the Editor are handy too, but Op-Eds give you more space to develop your theme, and are more likely to be read. If you are writing on behalf of your organisation, make sure that you get permission to do so. Pick an issue that is in the news, which also has a relevance to what you or your organisation does. Don’t try to be too controversial, but state your position clearly and simply, imagining a “typical reader” of the journal you are aiming at. Send it to newspapers and journals that may be interested, but avoid sending it to two in the same market. If you send to only one publication, make it clear that is an “exclusive”. Give it a good “hook” as a headline, but be aware that the sub-editor may change it. Finally, if the piece doesn’t get picked up, be prepared to shorten it and submit it as a letter to the Editor. It would be a shame if your deathless prose went to waste. By Alan Stevens, Founder of www.mediacoach.co.uk

Leave a Comment

WHO ARE YOU?

March 24, 2007 at 3:24 pm · Filed under Public Speaking

I was speaking at an event a few years back, and everything was running late. I had a chat with the organiser, and we agreed that he would introduce me in as brief a manner as possible. As I was waiting at the side of the stage to speak, he strode up to the lectern and said “The less said about our next speaker, the better”. Maybe he was just trying to be funny. It made me think about introductions, hence this week’s tip. Always have your introduction ready, preferably written on a file card. Hand it to the introducer when you meet them at the event. Write your introduction clearly and legibly in block capitals (in case they’ve forgotten their glasses). Emphasise the points that are relevant to the audience, and include a “teaser” for your forthcoming speech. For example, one of mine might say “Alan is going to give you three invaluable tips about the media that you probably won’t have heard before”. That tends to make your audience more attentive. In some cases, the introducer will prefer to use their own pre-prepared introduction. However, you should check with them that it is appropriate. It has never happened to me, but I have seen some speakers develop a look of horror and panic as their expertise is detailed to an audience, realising that they aren’t going to deliver what is expected. So, always make sure that you are introduced as you wish. It will remove one more worry, and get your speech off to a great start.

By Alan Stevens, Founder of www.mediacoach.co.uk

Leave a Comment

Evaluate your PR Effectiveness

March 18, 2007 at 8:16 pm · Filed under Media Coaching, PR, PR in Fashion, Press Releases, Public Relations

PR is a very effective method of gaining exposure, managing reputation, increasing sales and achieving long term recognition and customer loyalty. 

PR can make the difference between a brand being known or unknown, add positive spins to negative news and overall manage the perception people have of your company or brand.

But other than seeing the long term results for yourself, how do you evaluate your PR effectiveness?

Media evaluation should be an ingredient in assessing how your PR is working. With media evaluation you are evaluating how your company’s reputation or its
products or services are re
presented in the media and comparing this to the competition.There are a number of measurements and judgements to make when evaluating your media coverage:

  • Where and when the article and/or broadcast appeared.
  • The degree to which messages were picked up i.e. were your website or contact details
    printed?  Did the article address your key messages and summarise your brand accurately? 
  • Was the item generated by you / your PR agent?
  • The weight of the media – i.e.: circulation and audience and the relevance to the target audience.
  • The balance and tone of the publicity and the degree of favourability i.e. how positive was it?  Was it an accurate re
    presentation of your brand?
  • Impact of visual material – Did the article include an image to sell your brand visually?
  • Comment or opinion – how accurate and positive was it?
  • Size or length of article or broadcast – the space of the article can be quantified, half a page in a top magazine such as Grazia is worth thousands of pounds yet also the content is important as it needs to address all of your key information where possible.

If all of the above is accounted for,
press coverage can result in increased sales, often stock being sold out if it
proves popular and long term recognition which results in a loyal customer base for you.

The more your brand is seen and heard in the right places, the more recognition you will receive and your customers will soon think of you first the next time they look for your area of
product.

By Bethanie Lunn, Founder of Huge Promotions www.hugepromotions.co.uk

Leave a Comment

Perfect Timing

March 18, 2007 at 1:47 pm · Filed under Media Coaching, PR, Press Releases, Public Relations

You can have the best story, but if the timing is wrong, the media won’t be interested. You need to find out media deadlines if you are to have the best chance of getting coverage. Here are some things to think about

  • Don’t give a story to a weekly if it has appeared in other weeklies
  • Check feature deadlines for monthlies – they are many weeks before publication
  • Give reporters time to write the story
  • Be available for comment around deadline time
  • If you miss a feature deadline, try a “letter to the editor”. Deadlines are much shorter.

In every case, find out as much as you can about deadlines – they can make or break your story.

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

Leave a Comment

The dangers of winging it

March 18, 2007 at 1:44 pm · Filed under Media Coaching, Public Speaking

Although many people are still terrified of public speaking (“potential clients” as I call them), there are those of us, maybe including you, dear reader, to whom it holds fewer fears. Therein lies the danger. There are two common situations when an experienced speaker may be tempted to speak without due preparation. The first is when they have given the same speech many times before, and become over-confident about delivering without any rehearsal. The second is when asked to “say a few words” and deciding “I’m a speaker – I don’t need to prepare”. Let’s consider the first one. You may indeed be able to deliver a competent speech. You may get a good reception. However, have you really done a good job? If you don’t consider the needs of each and every audience, you won’t be doing a professional job. In fact, you might as well give them a DVD to watch at home. You must prepare for every speech, even if you know your topic inside out. To do otherwise is disrespectful to your audience. The second example is equally important. You must prepare, even if you take only 10 minutes to yourself before speaking. Otherwise, you risk making a faltering speech, possibly getting names or titles wrong, and an unimpressive finish. It is quite acceptable (and probably necessary) to work from notes for an impromptu speech, so preparation is essential.

Don’t wing it! 

By Alan Stevens, www.mediacoach.co.uk  

Leave a Comment

THAT’S AMORE

March 11, 2007 at 8:29 pm · Filed under Media Coaching, Public Relations, Public Speaking

Sometimes people craft acronyms that explain what they do, or how to do it. Excellent examples are TRIP (Rob Brown) and SUMO (Paul McGee). Given a seven hour wait for a plane last week, I took out a pen and tried to make up one for speeches.

Here it is.

A – Audience. The first thing you should consider. Who are they? What are they interested in? What will move them to take action?

M – Message. Your key theme, which should be brief, simple and relevant. Keep this in mind throughout your speech.

O – Opening. The first 15 seconds are crucial. Don’t waste your time on pleasantries, get right to your message.

R – Recap. Hey! What happened to my speech? Well, that’s the easy part. It’s important that whatever you said, you provide a summary to reinforce your message.

E – Ending. The killer closing line that will hammer home your message and bring you a standing ovation.

With apologies to Dino, That’s Amore. (Geddit?)

By Alan Stevens www.mediacoach.co.uk

Comments (9)

Be a Poker Player

March 11, 2007 at 8:26 pm · Filed under Media Coaching, Public Relations

To win at poker, you need to be able to control what you reveal by your gestures, words and emotions. You should never say more than you need to. You should avoid becoming over-excited, or create the impression that you are lying.

Being interviewed is not exactly like playing poker (otherwise interviews would be very dull indeed), but it does share some characteristics. For example, you should never say more than you need to. When you have finished your answer, stop. Say no more until you are asked another question. It is not your job to fill the silence.

Make sure that your body language is in harmony with your words. For example, if you say “I am extremely confident about my company’s future”, you need to look confident, and not be hopping from one foot to the other and gazing around looking for an escape route. However, there is one poker characteristic that you should not take into an interview. Don’t bluff. You’ll lose every time.

By Alan Stevens www.mediacoach.co.uk

Comments (1)

PR Success Story

March 6, 2007 at 10:07 pm · Filed under Media Coaching, PR, PR in Fashion, Press Releases, Public Relations

Sue Donnelly of www.accentuate.me.uk initially came on a workshop that I did with media coach Joanne Mallon in 2004. She then went on to complete a Do Your Own PR 30 day ecourse and has regularly been in touch with updates on her PR successes which include:

Style writer for Health Plus with regular paid features and a monthly Gorgeous Clinic column (alongside Bharti Vyas, Jo Fairley and Daniel Galvin); regular contributor for Peterborough Evening Telegraph, Stamford Mercury, Norwich Evening News, ESP and Embrace magazines and articles in Psychologies, Essentials, My Weekly and Prima. I also was invited onto the Trisha show and have been quoted on BBC Radio Leeds and the Daily Mail.

Sue, how much time do you spend on PR?
————————————–
 
I’d like to say that I have a regular weekly slot to do PR but, in reality, I tend to have splurges when something captures my imagination or if I feel I have to something to contribute. This usually tends to occur every quarter rather than every week. I have 3 books published and they have provided me with great article ideas relevant to their subject matter and whatever might be happening in the media at the time. I am aware that I need to work in advance so I will plan Christmas and summer holiday articles at least 2 months before they actually occur.

What PR activities have you found that work for you?
—————————————————
 
My first PR successes did not centre about what I do – Image Coaching – but what drove my decision to become one. I wrote articles about my change of career in my mid – 40’s and the why, what and how this had come about. Magazines at the time were interested as ‘40 is the new 20′ was in vogue and I was featured in 2 or 3 national women’s magazines.

 As a result, I was offered the column with Health Plus. I’ve kept this in mind when contacting the media. It’s not what you do but how you can inspire their readers that counts. You need to think outside the box. I always look at different magazines and try to gauge their typical reader and the type of articles they would like to read. I also keep my eye on the news and make sure my article is relevant and topical. My knowledge as an image expert gives me credibility but it’s not always the main focus of the story.

My exposure in the press gave me recognition within my own industry and I was invited to become an Executive Director for The Federation of Image Consultants. In turn, this has also lead to further PR opportunities as one of their spokespeople.

Where are you now with your relationships with the press?
——————————————————–
 
I have really good relationships with the local press and they often come to my home to interview me and take photographs. I’m also used for quotes on a frequent basis. Embrace magazine used my face as their cover (a nice surprise!) and as a result, I was recognised in the street on more than one occasion. It’s strange when you’re having a coffee in a local cafe or at your local gym and your face is staring back at you from the magazine rack!

What do you enjoy least?
————————
 
Making that initial call. I’ve always had a real dislike of any kind of cold calling and believe the recipient will think I’m a nuisance or unnecessary distraction. I’ve got over this a little but I still chicken out on occasion and send a letter or an email instead.

You can check out Sue’s company at www.accentuate.me.uk.

THIS WEEK’S ECOURSE
——————–

If like Sue you tend to put off cold calling journalists then this week’s featured ecourse will help you get over this and build strong relationships with members of the press. The cold calling ecourse features 5 days of course work followed by a telephone one to one session with me where we work on your pitch so that you feel calm and comfortable when talking to the press. For more details see here:
http://www.doyourownpr.com/products/the_cold_calling_crash_course.asp

By Paula Gardner, Founder of  www.doyourownpr.com

Leave a Comment

Older Posts »