Monday, August 24, 2009
Cassera Communications Featured in Art Print Issues
Cassera Communications was recently featured on Art Print Marketing Expert Barney Davey's Blog - check out the post here! http://www.artprintissues.com/2009/08/publicity-is-a-big-deal-for-visual-artists-and-all-small-businesses.html
Tuesday, July 14, 2009
Fox 29 News Segment - Eat Healthy at the Ballpark
Check out Melissa Cassera on Fox 29 discussing 'How to Eat Healthy at the Ballpark!'
Wednesday, July 1, 2009
Holiday Gift Guide Pitching
I've been getting a lot of inquiries about Holiday Gift Guide submissions. Here are some common FAQs:
1. Some holiday gift guides close in July. Major magazines such as Family Circle, O Magazine and Glamour are all working on this issue now.
2. Put together a special pitch just for Holiday Gift Guide submissions. It should state why your 'gift' is perfect for that particular outlet and include all of the necessary information such as pricing and where to buy. Popular themes this year seem to be budget gifts (under $50 or under $100) and eco-friendly gifts.
3. Realize that gift guide editors are sometimes a special contributor and not your normal contact at the publication. You'll need to do some legwork to find out the right contact. Or you can hire a publicist with access to the information to do your gift guide pitching for you.
4. Be ready to send samples. If you are limited to the number of samples you can send, reserve them for your most-wanted spots and then divide the rest among other placements. Don't blindly mail samples to a bunch of outlets.
5. Don't ignore newspapers. I know we all want to be featured in O Magazine's guide or on the Today Show - and I don't blame you! But don't forget the Top 250 newspapers and also your local papers. Magazine editors read them. TV producers read them to find segment ideas. I had a client that made all of his holiday sales last year strictly from newspaper coverage. Another client was recently featured in a local NYC newspaper and landed a feature in More Magazine. Newspapers work!
1. Some holiday gift guides close in July. Major magazines such as Family Circle, O Magazine and Glamour are all working on this issue now.
2. Put together a special pitch just for Holiday Gift Guide submissions. It should state why your 'gift' is perfect for that particular outlet and include all of the necessary information such as pricing and where to buy. Popular themes this year seem to be budget gifts (under $50 or under $100) and eco-friendly gifts.
3. Realize that gift guide editors are sometimes a special contributor and not your normal contact at the publication. You'll need to do some legwork to find out the right contact. Or you can hire a publicist with access to the information to do your gift guide pitching for you.
4. Be ready to send samples. If you are limited to the number of samples you can send, reserve them for your most-wanted spots and then divide the rest among other placements. Don't blindly mail samples to a bunch of outlets.
5. Don't ignore newspapers. I know we all want to be featured in O Magazine's guide or on the Today Show - and I don't blame you! But don't forget the Top 250 newspapers and also your local papers. Magazine editors read them. TV producers read them to find segment ideas. I had a client that made all of his holiday sales last year strictly from newspaper coverage. Another client was recently featured in a local NYC newspaper and landed a feature in More Magazine. Newspapers work!
Tuesday, June 9, 2009
Read 55 Ways How To Find Your Hidden Talent
I am excited to be featured in the amazing Toilet Paper Entrepreneur Mike Michalowicz's blog today. Mike has compiled 55 ways to find your hidden talent from a slew of amazing entrepreneurs. If you're looking to start a business or maybe switch directions - this is the post for you!
Also - if you haven't read Mike's book yet, you MUST pick it up. It's chock full of great information that you can implement immediately - no fluff! I don't get commission from Mike - I just really believe in what he offers!
Blog Post (My tip is #43!)
http://www.toiletpaperentrepreneur.com/blog/how-to-find-your-hidden-talent
Also - if you haven't read Mike's book yet, you MUST pick it up. It's chock full of great information that you can implement immediately - no fluff! I don't get commission from Mike - I just really believe in what he offers!
Blog Post (My tip is #43!)
http://www.toiletpaperentrepreneur.com/blog/how-to-find-your-hidden-talent
Sunday, June 7, 2009
Heart Adventure Fitness on ABC6
Cassera Communications client and Fitness Expert Scott Lance of HEART Adventure Fitness was recently profiled on ABC6 consumer reports with Nydia Han. Check out the segment below and stay tuned for some more amazing news from Scott and his budget-friendly, yet effective program.
http://abclocal.go.com/wpvi/story?section=news/consumer/save_with_6abc&id=6838986
http://abclocal.go.com/wpvi/story?section=news/consumer/save_with_6abc&id=6838986
Friday, May 15, 2009
How To Get on Television: Part II
Part I focused on identifying appropriate pitch topics for television shows. Part II is focused on pitching a segment that will WORK within the format of the show.
1. You need to know if the show is taped in-studio or if they create segments on location. Your pitch should be tailored to this type of segment.
2. Realize that in some in-studio segments you are working within limited space. Some studios are unable to hold models or guest participants, so if you're demonstrating items, they will need to sit out on a table.
3. Create the entire segment in your head prior to pitching. The easiest way to do this is to watch prior segments to determine length and style. If they are demonstrating something, like exercises, how many do they do and how much time is devoted to each one?
4. Make sure if you're pitching a segment where you need participants or models that you can get those participants/models yourself.
5. If this is an on-location segment, make sure you have permission to use that location. Don't assume that a particular store will allow you to film there. If you're doing a shopping segment, you may want to shoot before the store opens to the public unless the news station wants to film customers shopping.
6. On-location segments often have several parts. For example, they may want to film a particular place of business, interview the owner, interview a customer and then film the customer going through the shopping experience. You will need to coordinate all of these elements.
Part III will focus on finding the appropriate contact to pitch!
1. You need to know if the show is taped in-studio or if they create segments on location. Your pitch should be tailored to this type of segment.
2. Realize that in some in-studio segments you are working within limited space. Some studios are unable to hold models or guest participants, so if you're demonstrating items, they will need to sit out on a table.
3. Create the entire segment in your head prior to pitching. The easiest way to do this is to watch prior segments to determine length and style. If they are demonstrating something, like exercises, how many do they do and how much time is devoted to each one?
4. Make sure if you're pitching a segment where you need participants or models that you can get those participants/models yourself.
5. If this is an on-location segment, make sure you have permission to use that location. Don't assume that a particular store will allow you to film there. If you're doing a shopping segment, you may want to shoot before the store opens to the public unless the news station wants to film customers shopping.
6. On-location segments often have several parts. For example, they may want to film a particular place of business, interview the owner, interview a customer and then film the customer going through the shopping experience. You will need to coordinate all of these elements.
Part III will focus on finding the appropriate contact to pitch!
Quick Pitch Tip: Pay Attention to Segment Titles and Magazine Headlines
Feeling stumped when forming your pitches for the press? Pay attention to how segment titles and magazine cover 'teasers' are written. Here are some samples from The Today Show website:
14 Habits that Can Hurt Your Health
Prepare Your Skin for Summer
Jewelry for a Cause
Teach Kids the Value of a Dollar
Catch a producers/editors attention by writing headlines like these for your pitches (use as your subject line of your email pitch letter or the headline of your press release). Taking 5 minutes a day to check out headlines from shows you dream of getting coverage on or magazines you want to be featured in will go a long way!
14 Habits that Can Hurt Your Health
Prepare Your Skin for Summer
Jewelry for a Cause
Teach Kids the Value of a Dollar
Catch a producers/editors attention by writing headlines like these for your pitches (use as your subject line of your email pitch letter or the headline of your press release). Taking 5 minutes a day to check out headlines from shows you dream of getting coverage on or magazines you want to be featured in will go a long way!
Friday, April 3, 2009
How To Get on Television
Often when clients contact me for a publicity campaign, they express the luck they've had getting placements online, on radio and in print (newspapers, magazines)and their disappointment at lack of television placements.
Television spots are not impossible to land. In fact, if you take the time to learn how to pitch producers properly and have a story that's relevant to the show you're pitching, you'll see your TV coverage results increase exponentially.
So where to start? Simple - watch the show you want to be on and check their website.
Oprah, Rachael Ray, Ellen, Bonnie Hunt, Dr. Phil and Tyra all have a 'Be on the Show' section of their website that shows the topics they are covering. It can't get any easier! Oprah and Rachael Ray also have Facebook fan pages with even more insider information. Oprah's producers also blog on the Facebook fan page (great way to learn how things work behind the scenes)
If you're trying to land Good Morning America, The Early Show or Today Show, tape a week's worth of shows to really see what they cover and how they cover it. Your pitches should be tailored to the shows' format.
If you're approaching your local news station, think about where you would best fit in. Lighter segments often end up on morning shows and hard hitting news is reserved for the evening spots. Always pitch a local angle - the segment must tie in to a local event or story or have a local angle on a national story.
My next post will be devoted to identifying the right kind of segment to pitch!
Television spots are not impossible to land. In fact, if you take the time to learn how to pitch producers properly and have a story that's relevant to the show you're pitching, you'll see your TV coverage results increase exponentially.
So where to start? Simple - watch the show you want to be on and check their website.
Oprah, Rachael Ray, Ellen, Bonnie Hunt, Dr. Phil and Tyra all have a 'Be on the Show' section of their website that shows the topics they are covering. It can't get any easier! Oprah and Rachael Ray also have Facebook fan pages with even more insider information. Oprah's producers also blog on the Facebook fan page (great way to learn how things work behind the scenes)
If you're trying to land Good Morning America, The Early Show or Today Show, tape a week's worth of shows to really see what they cover and how they cover it. Your pitches should be tailored to the shows' format.
If you're approaching your local news station, think about where you would best fit in. Lighter segments often end up on morning shows and hard hitting news is reserved for the evening spots. Always pitch a local angle - the segment must tie in to a local event or story or have a local angle on a national story.
My next post will be devoted to identifying the right kind of segment to pitch!
Monday, March 30, 2009
Rise of Women Entrepreneurs
I'm flattered to be mentioned by Mike Michalowicz, the amazing Toilet Paper Entrepreneur, as one of the top women entrepreneurs making strides! As someone that works hard to get coverage for my clients, it's always fun to get a little recognition once in a while - check out the article at the link below!
http://tinyurl.com/dj94dk
http://tinyurl.com/dj94dk
Friday, March 20, 2009
Leveraging Media Exposure
Your efforts are paying off and you're starting to land media coverage for your business. Now what?
Beyond the exposure your coverage will bring , there a few 'extra steps' you can take to best leverage this exposure.
Use National Coverage to Publicize Locally and Local Coverage to Build a Buzz Nationally
Featured in the Wall Street Journal? Your local news source may want to know about this national recognition. Often reporters at larger outlets scour blogs and smaller news sources for story ideas.
Get Copies
If you were featured in print, request a reprint. This gives you a clean, professional copy from the publication and permission to post on your website and give to clients. If you were featured on TV or radio, ask the producer for a DVD copy or mp3 file of the segment. You can easily upload these to your website.
Mention Coverage in your Marketing
Update your website copy, biography, brochure, one-sheet - all of your marketing materials with _______ was featured in....
Show your Clients
Let your clients and followers know about your coverage! Post it on your blog and make a page on your website featuring links to the coverage. Print copies of the articles to include in your handouts. Hang them in your office lobby as a 'wall of fame' or in your store/restaurant/salon, etc
Follow-up for Future Coverage
Always send the media outlet a 'thank you' for covering your business. Brainstorm several new 'angles' that might be of interest to the reporter and pitch yourself as a regular guest or columnist.
Beyond the exposure your coverage will bring , there a few 'extra steps' you can take to best leverage this exposure.
Use National Coverage to Publicize Locally and Local Coverage to Build a Buzz Nationally
Featured in the Wall Street Journal? Your local news source may want to know about this national recognition. Often reporters at larger outlets scour blogs and smaller news sources for story ideas.
Get Copies
If you were featured in print, request a reprint. This gives you a clean, professional copy from the publication and permission to post on your website and give to clients. If you were featured on TV or radio, ask the producer for a DVD copy or mp3 file of the segment. You can easily upload these to your website.
Mention Coverage in your Marketing
Update your website copy, biography, brochure, one-sheet - all of your marketing materials with _______ was featured in....
Show your Clients
Let your clients and followers know about your coverage! Post it on your blog and make a page on your website featuring links to the coverage. Print copies of the articles to include in your handouts. Hang them in your office lobby as a 'wall of fame' or in your store/restaurant/salon, etc
Follow-up for Future Coverage
Always send the media outlet a 'thank you' for covering your business. Brainstorm several new 'angles' that might be of interest to the reporter and pitch yourself as a regular guest or columnist.
Sunday, March 15, 2009
What Topics Should you Pitch to Oprah?
Everyone wants to be on Oprah - and that means the poor producers are inundated with pitches every day on every possible topic imaginable.
So how do you decide if your topic is a good fit? Simple - check her website!
The Oprah show website has a prominent section right on the homepage called 'Be on the Show.' They list all of the hot topics they are covering. After you click on the appropriate topic, you'll be taken to a form where you can contact the show. These submissions are read and passed along to producers if it's a good fit.
If you subscribe to a media database (such as Vocus) that lists producer contact information - don't just pitch any or every producer on the list. Instead read the credits at the end of the show to see which producers are handling which segments (example: fashion, beauty, finance, lifestyle, etc). Then use the topic list on the website as your guide to the topics they are planning to cover and pitch the producer covering your specific 'beat.'
So how do you decide if your topic is a good fit? Simple - check her website!
The Oprah show website has a prominent section right on the homepage called 'Be on the Show.' They list all of the hot topics they are covering. After you click on the appropriate topic, you'll be taken to a form where you can contact the show. These submissions are read and passed along to producers if it's a good fit.
If you subscribe to a media database (such as Vocus) that lists producer contact information - don't just pitch any or every producer on the list. Instead read the credits at the end of the show to see which producers are handling which segments (example: fashion, beauty, finance, lifestyle, etc). Then use the topic list on the website as your guide to the topics they are planning to cover and pitch the producer covering your specific 'beat.'
Wednesday, March 11, 2009
How do you Monitor and Measure your Personal Brand?
From my eBook Creating a Winning Personal Brand
As with any marketing or publicity initiative, you want to put a system in place to measure your personal brand. Follow these steps to insure your brand is positioned correctly in the public eye and use the feedback to refine as necessary.
Have a Personal Brand Advisory Board
Form a team of personal brand advisors. This can be made up of colleagues, current customers and non-customers. Ask for honest feedback on your performance, your current brand, your marketing materials and your customer service.
Help Reporters Communicate your Brand
Give them a copy of your biography, full contact information, and even sample interview questions. Ask ahead of time how they will refer to you within the story. A good trick is to use your web address as your business name (example - Omaroma.com instead of Om Aroma). People can then easily find your website for information on you and your products/services.
Set up Google Alerts
Want to know what others are saying about you? Set up a Google alert for your name and your company name. You can also use keywords to search for your competition and where they are being featured and how they are positioned.
Use Social Networking to your Advantage
Social networking lets us become very visible to a broad audience. Your customers and the media are using social media – are you? If your personal brand is to educate on a specific topic, make sure your social networking activities reflect that. Your profiles should have the same biography information coupled with professional photos.
As with any marketing or publicity initiative, you want to put a system in place to measure your personal brand. Follow these steps to insure your brand is positioned correctly in the public eye and use the feedback to refine as necessary.
Have a Personal Brand Advisory Board
Form a team of personal brand advisors. This can be made up of colleagues, current customers and non-customers. Ask for honest feedback on your performance, your current brand, your marketing materials and your customer service.
Help Reporters Communicate your Brand
Give them a copy of your biography, full contact information, and even sample interview questions. Ask ahead of time how they will refer to you within the story. A good trick is to use your web address as your business name (example - Omaroma.com instead of Om Aroma). People can then easily find your website for information on you and your products/services.
Set up Google Alerts
Want to know what others are saying about you? Set up a Google alert for your name and your company name. You can also use keywords to search for your competition and where they are being featured and how they are positioned.
Use Social Networking to your Advantage
Social networking lets us become very visible to a broad audience. Your customers and the media are using social media – are you? If your personal brand is to educate on a specific topic, make sure your social networking activities reflect that. Your profiles should have the same biography information coupled with professional photos.
Reinvention
What a hot topic! Seems every media outlet is covering reinvention these days. MSNBC is actively seeking those that have been laid off and what they are doing to reinvent. If this is you - check out the query here http://www.msnbc.msn.com/id/29352848
Monday, March 2, 2009
Pitch Ideas
What's going on the media world today? If you're struggling to find pitch ideas, consider one of the following hot topics for this week:
Economy
Yes - it's still hot and probably will be for quite awhile. Plenty of outlets are looking for people that have recently been laid off and what they are doing to cope. Also people that have lost their jobs and started a new business in a completely new direction.
Social Media
Small business and big business - reporters want to know how your business is using social media. Most are in need of real case studies and how you measured your success.
Tax Season
Some short lead outlets are seeking tax tips and tax advice for individuals and business owners
St. Patricks Day
Very short lead outlets (online or newspaper mostly) seeking interesting St. Patrick's Day activities, especially those that are 'green' - meaning 'eco-friendly,' not the color green.
Mother's Day
Long lead outlets are seeking Mother's Day pitches. Many large national magazines are past deadline but you still have time for regional magazines, TV, and online media!
Happy Pitching.
Economy
Yes - it's still hot and probably will be for quite awhile. Plenty of outlets are looking for people that have recently been laid off and what they are doing to cope. Also people that have lost their jobs and started a new business in a completely new direction.
Social Media
Small business and big business - reporters want to know how your business is using social media. Most are in need of real case studies and how you measured your success.
Tax Season
Some short lead outlets are seeking tax tips and tax advice for individuals and business owners
St. Patricks Day
Very short lead outlets (online or newspaper mostly) seeking interesting St. Patrick's Day activities, especially those that are 'green' - meaning 'eco-friendly,' not the color green.
Mother's Day
Long lead outlets are seeking Mother's Day pitches. Many large national magazines are past deadline but you still have time for regional magazines, TV, and online media!
Happy Pitching.
Friday, February 27, 2009
How to Focus While Growing a Business
As entrepreneurs, we often want to do everything - start more businesses, develop more products, write more blogs and books, create more keynote presentations. I find myself thinking every Friday morning "where did the week go?" and wishing that it was Wednesday again so I'd have two more days to get things done.
So here I am again - Friday morning with coffee in hand. I've been working since 7:30am and can't name one tangible thing I've completed. I have about five excel spreadsheets open, about 45 open tasks in Outlook and a list of messages on my notepad that need to be returned or dealt with today.
I made a pact with myself to make this weekend a 'weekend of organization.' I will go back to my old ways of scheduling and prioritizing so I don't fall out of the loop when I'm overwhelmed with too many things to accomplish. Here's my plan:
Schedule Tasks by the Time of Day I do them Best
I can't write creatively during the day. There are too many distractions. I know that my writing needs to be completed after 8pm at night when my mind is free and there are no distractions by phone and email.
Schedule Social Media Breaks
Many people do this for email as well. As a publicist, I can't risk missing an email from a reporter that needs a source within one hour, so email is a MUST all day. Social media is a different story. I need to start checking Twitter/Facebook/LinkedIn/Savor the Success/Speakersite once per day.
Schedule Time for Business Growth
I spend the majority of my time working for my clients - which is a necessity since they are so wonderful to pay me to get things accomplished! In addition, I'm also developing products and trying to develop the infrastructure to actually sell those products.
Schedule Columns and Blogs
I currently write a regular column for the Newark Examiner and write a blog for Savor the Success as well as this blog. My column and Savor blog should technically be updated 3-4x per week and this blog should be updated 4-5x. Where do I get all of this content or have time to write it all? I keep an idea file for blogs and columns that I refer to frequently. I also post queries on HARO and Profnet for my column to help with content for stories. These should all be scheduled or even written ahead of time for posting throughout the week.
What are your favorite organization and time management strategies?
So here I am again - Friday morning with coffee in hand. I've been working since 7:30am and can't name one tangible thing I've completed. I have about five excel spreadsheets open, about 45 open tasks in Outlook and a list of messages on my notepad that need to be returned or dealt with today.
I made a pact with myself to make this weekend a 'weekend of organization.' I will go back to my old ways of scheduling and prioritizing so I don't fall out of the loop when I'm overwhelmed with too many things to accomplish. Here's my plan:
Schedule Tasks by the Time of Day I do them Best
I can't write creatively during the day. There are too many distractions. I know that my writing needs to be completed after 8pm at night when my mind is free and there are no distractions by phone and email.
Schedule Social Media Breaks
Many people do this for email as well. As a publicist, I can't risk missing an email from a reporter that needs a source within one hour, so email is a MUST all day. Social media is a different story. I need to start checking Twitter/Facebook/LinkedIn/Savor the Success/Speakersite once per day.
Schedule Time for Business Growth
I spend the majority of my time working for my clients - which is a necessity since they are so wonderful to pay me to get things accomplished! In addition, I'm also developing products and trying to develop the infrastructure to actually sell those products.
Schedule Columns and Blogs
I currently write a regular column for the Newark Examiner and write a blog for Savor the Success as well as this blog. My column and Savor blog should technically be updated 3-4x per week and this blog should be updated 4-5x. Where do I get all of this content or have time to write it all? I keep an idea file for blogs and columns that I refer to frequently. I also post queries on HARO and Profnet for my column to help with content for stories. These should all be scheduled or even written ahead of time for posting throughout the week.
What are your favorite organization and time management strategies?
Tuesday, February 24, 2009
Google Alerts
Do you track what others are saying about you and your company?
The best way to automate this process is to set up Google Alerts on your name and company name. They can be delivered daily or weekly, depending on your preference.
But don't stop there.
Set up Google Alerts on keywords in your industry. If you're an organization expert, find out who is positioned as this title in the media. This is a great way to build a media list by seeing who is covering your field.
You can also set up Google Alerts for your competition. Who is covering their story and how can you also contribute as someone in the field?
Google Alerts are an excellent way to build a media list of contacts already covering your industry. They also provide an excellent (and free!) way to track your coverage and easily monitor your brand in the public eye.
The best way to automate this process is to set up Google Alerts on your name and company name. They can be delivered daily or weekly, depending on your preference.
But don't stop there.
Set up Google Alerts on keywords in your industry. If you're an organization expert, find out who is positioned as this title in the media. This is a great way to build a media list by seeing who is covering your field.
You can also set up Google Alerts for your competition. Who is covering their story and how can you also contribute as someone in the field?
Google Alerts are an excellent way to build a media list of contacts already covering your industry. They also provide an excellent (and free!) way to track your coverage and easily monitor your brand in the public eye.
Thursday, February 19, 2009
Web Cam Interview on CBS
Earlier this week I pitched my client, Fashion expert Lilliana Vazquez, to a CBS affiliate in the Dallas/Fort Worth area. Lilliana is originally from Dallas, but currently is in NYC. Typically these remote interviews are performed via satellite or done in-person when she travels back into town. Instead, the producer suggested we do the interview via webcam through Skype.
This aired tonight at 8:20pm on the evening news and I think this is a great alternative for getting coverage on local affiliates, even when you're out of town! It also brings a slew of new experts and features to the news station to work with people across the world without the hassle of satellite.
http://cbs11tv.com/fuel-for-thought/Look.For.Less.2.938388.html
This aired tonight at 8:20pm on the evening news and I think this is a great alternative for getting coverage on local affiliates, even when you're out of town! It also brings a slew of new experts and features to the news station to work with people across the world without the hassle of satellite.
http://cbs11tv.com/fuel-for-thought/Look.For.Less.2.938388.html
Wednesday, February 18, 2009
Official Newark Small Business Examiner!
I'm excited to announce that I am the new columnist for the Newark Small Business Examiner. I'll be writing plenty of publicity and marketing articles but will also write about the following:
- Low cost small business marketing strategies that work (case studies)
- Social media strategizing
- Interviews with small businesses doing amazing things (limited to Newark/North Jersey area)
- Interviews with top industry experts on various small business topics
If you have a specific topic you'd like me to cover, please leave a comment!
http://tinyurl.com/bwavuq
- Low cost small business marketing strategies that work (case studies)
- Social media strategizing
- Interviews with small businesses doing amazing things (limited to Newark/North Jersey area)
- Interviews with top industry experts on various small business topics
If you have a specific topic you'd like me to cover, please leave a comment!
http://tinyurl.com/bwavuq
Sunday, February 15, 2009
PR 101 - Basic Publicity Questions Answered
For those of us who haven't embarked on a PR campaign - here's a little background on what to expect:
What is Publicity?
Publicity is spreading the word about you and your product/service through the media. The goal of your campaign is to land media coverage on TV, radio, print or online in the form of an interview, profile, commentary, anecdote, book excerpt or by-line writing opportunity.
Why do some people refer to it as Public Relations?
Public Relations includes more elements than just publicity. It is comprised of crisis communications, event planning, annual reports, etc
What is a Press Release?
Wikipedia defines this as a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. I can't say it any better!
Why Can't I Just Post my Press Release on a Wire Service like PR Newswire?
Because it's passive - and journalists don't just rely on newswires to get stories. Journalists are pitched stories hundreds, if not thousands, of times each day. Your success rate for coverage will be low if you only rely just on newswires. However; these sources are useful for helping your search engine ranking. If a journalist is assigned a story on empowering women through the workplace one of the first things they do is search Google or another engine for 'Empowering women in the workplace.' If you posted a press release on the newswire with these keywords - you may come up as one of the first results in that Google search.
Can I just email my press release to a bunch of media outlets?
You can...but don't expect much coverage. They receive hundreds of press releases a day by email/fax/mail. You need to stand out above the pack. Every contact with a reporter should be personalized to that reporter.
How do I pitch then?
Do your research! Identify which section of the publication or segment of the TV show your topics could fit within. Make sure they haven't already covered the topic your pitching. Find the appropriate contact for that segment or section. Send them an email with the title of the segment/column/section in the subject line and then a short catchy headline for your topic next to it. Introduce yourself (briefly). Let them know you've read/watched/listened to their work. Tell them exactly how you could fit in with a news story - give them breaking news, a unique angle, an interesting segment. The provide your contact info. You can also copy/paste your press release into the email (no attachments!). If you don't hear back, chances are they weren't interested. Feel free to follow up with a call to pitch (practice a 30-second phone pitch). If they don't bite - come up with a new angle.
You can also just reach out to reporters to let them know you enjoy their work and introduce yourself. Relationship building is key.
I can't think of anything newsworthy
Sit down and brainstorm. Think of all the possible topics you can speak on. Then whittle it down to the most unique or think of how you offer a new opinion or insight into the topic. Then think about which outlets the topics would work for. Have you always wanted to sit down with Bill Maher? What would you talk about? Really visualize the situation.
The best place to start is to think of themes within your speeches, your book, your blog. Think of interesting situations or events over the years. Have you overcome anything? Won any awards? Made a big career switch?
How do I know my Publicity Efforts will Translate to Sales?
This is where you need to prepare before launching your campaign. Just like advertising - there's no guarantee your ad will transate into sales. But with a front page story or a news segment - you're broadening your reach to a whole new audience - an audience that may turn off commercials or flip by ads but will watch/read a news story.
Follow these tips to increase your chances of leveraging media coverage into sales:
- Target media outlets that reach your target audience. Don't waste time on those that don't
- Don't overlook the smaller outlets. Sometimes your hometown weekly newspaper can bring more sales from locals looking to support their neighbor than national coverage
- Make it easy for them to buy and contact you. Often times the only thing you'll get with media coverage is a mention of your web address. Make sure your website is an effective sales tool. If you're selling something, make it easy to buy on your site
- Prepare for interviews ahead. Write sample interview questions and give to reporters beforehand (they won't always use them, but might). Write down the key messages you want to get across in each interview so you don't forget and practice working them in.
- Make sure your personal list of connections knows about your coverage. Send an email newsletter. Create a media page on your website. Mention the coverage on your Twitter, Facebook, LinkedIN profile.
Thursday, February 12, 2009
You Know You've Arrived When...
A news station covers your news segment on another network! Check out the little story on my client Lilliana on Philly.com's 2-12-09 Gossip feature
http://www.philly.com/philly/entertainment/celebrities/
http://www.philly.com/philly/entertainment/celebrities/
So Tired of Spam
I'm sure you will all agree. We are inundated by spam emails, spam comments and spam 'friending.' But a new breed of spammers has come - those that are disguised as genuine but quickly turn to the online networking darkside.
Let me explain...
I've been a member of many online forums over the years. I'm on Facebook, Twitter, LinkedIn. I also network on two online communities exclusively. The reason I chose these two communities is because the moderators were actually....moderating. They don't accept everyone that fills out the application to join. They have criteria. They knock out spam and blatant self promotion.
I've found there's a fine line between promoting yourself in an online community and coming across as 'spammy.' Online communities are about information sharing and relationship building. Those relationships may turn into a sale down the road, or they may not. There's a growing number of people that are stepping over the line to what is appropriate. They will post a public comment with a sentence or two of valuable information. Then the rest is made up of - 'I can get you the best whatever at a great price - contact us today!' This is not a part of their signature line, but rather a sales pitch tacked on the end of what was formerly an appropriate response.
Here are my personal do's and don'ts for online networking:
Don't:
Let me explain...
I've been a member of many online forums over the years. I'm on Facebook, Twitter, LinkedIn. I also network on two online communities exclusively. The reason I chose these two communities is because the moderators were actually....moderating. They don't accept everyone that fills out the application to join. They have criteria. They knock out spam and blatant self promotion.
I've found there's a fine line between promoting yourself in an online community and coming across as 'spammy.' Online communities are about information sharing and relationship building. Those relationships may turn into a sale down the road, or they may not. There's a growing number of people that are stepping over the line to what is appropriate. They will post a public comment with a sentence or two of valuable information. Then the rest is made up of - 'I can get you the best whatever at a great price - contact us today!' This is not a part of their signature line, but rather a sales pitch tacked on the end of what was formerly an appropriate response.
Here are my personal do's and don'ts for online networking:
Don't:
- Send Facebook messages, LinkedIn messages, Twitter DM's or post in forums that people should contact you to buy your latest product/service
- Answer 'call me for a proposal or call me for help' when someone posts a question in a forum. They are posting in a forum to get an answer there. If they wanted paid services, they would reach out. If they ask specifically for a referral for paid services, then respond.
Do:
- Contact people to make connections (take an interest in what they are doing without a hidden agenda)
- Send information on free classes, products, seminars to your group of connections that opt to receive them
- Answer questions with meaningful responses. You can absolutely include your contact information but do not include a call to action like 'call me and I'll tell you about my products/service
What do you think? Do you think it's OK to infuse sales into our online networking practices? When has someone gone too far?
Wednesday, February 11, 2009
Just Say Yes to Professional Photos
Last night I taught my first workshop (dubbed PR Booty Camp) for Savor the Success members. The topic was creating a personal brand and the one item that seemed to resonate most with the audience was having professional photos.
Anyone that says you don't need professional photos for your business is lying to you. There's a reason why models are paid thousands of dollars to be the 'face' of a company. In today's world where so much of our communication is web-based, a photo is a great 'stand in' for human connection.
For publicity purposes, a professional photo is absolutely essential. The media will often ask for photos to accompany articles and something taken on a camera phone or a quick snapshot just won't make the cut.
There are thousands of professional headshot photographers that are excellent at capturing you at your best. But the typical corporate headshot doesn't always communicate your brand. Think about the image you want to portray and let your photos reflect that. Here are some of my favorite examples:
Angela Jia Kim - owner of Om Aroma
Om Aroma is a luxury organic spa and organic skincare line. Angela also launched a new publication titled the Sexy Green Ecozine. She depicts 'sexy' and 'luxury' in the following way:
If your business is 'out of the box,' controversial and unorthodox - your pictures should clearly represent this attitude. Dubbed the 'Toilet Paper Entrepreneur' - author Mike Michalowicz http://www.toiletpaperentrepreneur.com/ infuses his brand through photos:
If you have a family oriented business, I love candid shots that depict happiness and playfulness. Hire a commercial photographer to shoot for your family-oriented business.
And if you're in the market for a 'professional' look - why not get a business portrait with a twist? These shots are by Christopher Gabello http://www.christophergabello.com/
Tuesday, February 10, 2009
Any Lab Test Now on Fox Philadelphia
My client Any Lab Test Now, which just opened in Springfield, PA was on Fox Philadelphia last night. Check out the segment here:
http://www.myfoxphilly.com/dpp/news/Low_Cost_Health_Options
http://www.myfoxphilly.com/dpp/news/Low_Cost_Health_Options
Lilliana Vazquez on ABC News
My client Lilliana was featured on ABC News last night discussing the latest trends along with Philadelphia's Daily Candy editor Meredith Lindenmon. Check it out!
http://tinyurl.com/bkq7kx
http://tinyurl.com/bkq7kx
Monday, February 9, 2009
Preparing for a Publicity Campaign
Whether you've hired a publicist or are launching your own publicity campaign, there's a considerable amount of prep work that needs to be accomplished prior to the 'pitching' stage. Follow this checklist and you'll never be scrambling last minute at a reporter's request!
1. Have several hi-resolution photos ready to email. These photos should be professional, and may include a headshot, 3/4 body shot, product photos, book cover, logo, etc. Photos should be at least 300dpi and either in jpeg, tiff, eps or pdf format.
2. Write your biography. Have a brief version (limit to one paragraph) and a longer, more eloquent version. Reporters will need the brief version to include in a piece, or may request the longer version for additional background information. Preparing a bio also increases the chance that reporters will use the information as is.
3. Give the reporter your cell phone number when pitching. Often reporters call on deadline, and may have one hour to finish the story. Don't miss the opportunity - give them the best number and get in the habit of answering the phone. If you're looking for television, expect last minute appearances.
4. Have samples ready to send last minute. If you are publicizing a product or book, it's normal for the media to request samples. Especially if you are pitching apparel and accessories - the larger magazines will often need you to overnight pieces for a photo shoot the next day. Have a few items set aside at all times to send. Make sure to include your press release and/or press kit with the samples and your contact information.
5. Prepare sound bites or talking points for interviews. Have at least 10 prepared and then stories, statistics, information to back up each point.
6. Know how you sound and how you look on camera. Record yourself and play it back. Chances are you will pick up eye-twitching, lip biting, or another quirk that you weren't aware of - all of which will distract from a good interview.
7. Prepare interview questions ahead of time. These can help guide reporters (if they ask) - but more importantly - help you prepare for possible questions and craft clear, concise, natural-sounding answers.
8. Invest in B-Roll. What is B-Roll? B-Roll is video footage (usually without narration) that broadcast media uses to supplement a story. B-Roll can be cuts of press interviews, footage of you speaking or giving a presentation, footage of your store or products, etc. Contact a digital video editing company for information and prices. If you're pitching well-known shows they will often request this footage.
9. Create a media page on your website. Include links to download your bio, hi-resolution photographs, tip sheets and press releases. You can also include links to coverage. A bonus is to include video or audio footage.
10. Most of all - relax, be friendly and professional. Your goal is to become a reporter's 'go-to' expert - they want intelligence, personality and charisma. Go get em!
1. Have several hi-resolution photos ready to email. These photos should be professional, and may include a headshot, 3/4 body shot, product photos, book cover, logo, etc. Photos should be at least 300dpi and either in jpeg, tiff, eps or pdf format.
2. Write your biography. Have a brief version (limit to one paragraph) and a longer, more eloquent version. Reporters will need the brief version to include in a piece, or may request the longer version for additional background information. Preparing a bio also increases the chance that reporters will use the information as is.
3. Give the reporter your cell phone number when pitching. Often reporters call on deadline, and may have one hour to finish the story. Don't miss the opportunity - give them the best number and get in the habit of answering the phone. If you're looking for television, expect last minute appearances.
4. Have samples ready to send last minute. If you are publicizing a product or book, it's normal for the media to request samples. Especially if you are pitching apparel and accessories - the larger magazines will often need you to overnight pieces for a photo shoot the next day. Have a few items set aside at all times to send. Make sure to include your press release and/or press kit with the samples and your contact information.
5. Prepare sound bites or talking points for interviews. Have at least 10 prepared and then stories, statistics, information to back up each point.
6. Know how you sound and how you look on camera. Record yourself and play it back. Chances are you will pick up eye-twitching, lip biting, or another quirk that you weren't aware of - all of which will distract from a good interview.
7. Prepare interview questions ahead of time. These can help guide reporters (if they ask) - but more importantly - help you prepare for possible questions and craft clear, concise, natural-sounding answers.
8. Invest in B-Roll. What is B-Roll? B-Roll is video footage (usually without narration) that broadcast media uses to supplement a story. B-Roll can be cuts of press interviews, footage of you speaking or giving a presentation, footage of your store or products, etc. Contact a digital video editing company for information and prices. If you're pitching well-known shows they will often request this footage.
9. Create a media page on your website. Include links to download your bio, hi-resolution photographs, tip sheets and press releases. You can also include links to coverage. A bonus is to include video or audio footage.
10. Most of all - relax, be friendly and professional. Your goal is to become a reporter's 'go-to' expert - they want intelligence, personality and charisma. Go get em!
Welcome and thanks for your patience!
As many of you know - I've hosted my blog on Wordpress for some time. After experiencing several problems with the platform and integrating it with my old website I thought it was time for a change!
I'm now happy to use Blogger and even happier to announce my new website! I listened to many of your suggestions (more photos, products, blog on website) and appreciate all the feedback and patience.
Kudos to www.restored316designs.com for a great layout and for being patient with me during this process.
No more blog worries - I'll be back to regular posting with plenty of publicity and marketing tips! Also, check out my second blog at Savor the Success as I talk about the challenge of becoming a published author and achieving my life goal to become a QVC product host! http://www.savorthesuccess.com/member/melissa-cassera/blog/541
I'm now happy to use Blogger and even happier to announce my new website! I listened to many of your suggestions (more photos, products, blog on website) and appreciate all the feedback and patience.
Kudos to www.restored316designs.com for a great layout and for being patient with me during this process.
No more blog worries - I'll be back to regular posting with plenty of publicity and marketing tips! Also, check out my second blog at Savor the Success as I talk about the challenge of becoming a published author and achieving my life goal to become a QVC product host! http://www.savorthesuccess.com/member/melissa-cassera/blog/541
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