what is publicity? publicity creates awareness and credibility for your book and business via the...

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  • Slide 1
  • What is Publicity? Publicity creates awareness and credibility for your book and business via the media. Editorial coverage in newspapers and magazines (online and traditional) TV (local and national) appearances Radio interviews
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  • Why is Publicity Important? Visibility : People learn your name when they hear you on radio or TV, see you in newspaper articles, or Google you and get a large number of search results. Now youre on the map, so people can find you! Credibility Being quoted in the media provides an implicit endorsement of you (or your companys) position as an authority or trusted brand. It demonstrates that youve earned the confidence of media professionals, which makes the public more willing to take a chance on you.
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  • Why Should the Media be Interested in You? Because you have a unique message and story. 5 steps for defining your message
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  • What is Your Unique Message? Step 1 What gets you up in the morning and makes you excited about what you do?
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  • What is Your Unique Message? Step 2 Who can benefit from your message? Who is your target audience? Have you ever been to a gym? You have to know who you are talking to in order to shape your message
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  • What is Your Unique Message? Step 2 continued Where to find them in the media Daytime TV talk shows mostly women Talk radio mostly men 35-64 Traditional print men & women ages 45+ Online print & social media almost everyone!
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  • What is Your Unique Message? Step 3 What special knowledge do you possess? How can you use it to help your audience solve their problems?
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  • What is Your Unique Message? Step 4 Why are you the one to bring them this idea/message? You have the credentials and experience
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  • What is Your Unique Message? Step 5 Identify how youre different from your competition Not all doctors are the same
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  • Your Book as a Marketing Tool Benefits of the book you wrote: It positions you as an authority in your field Its a credential that opens the door to the media, speaking engagements and prospective clients and customers
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  • 5 Basic Rules for Pitching the Media #1 NEVER* pitch your book or business!
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  • 5 Basic Rules for Pitching the Media #2 ALWAYS pitch the problem your expertise solves
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  • 5 Basic Rules for Pitching the Media #3 NEVER pitch yourself
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  • 5 Basic Rules for Pitching the Media #4 ALWAYS pitch an issue on which youre an expert
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  • 5 Basic Rules for Pitching the Media #5 Tie your topic to the news!
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  • Interactive Brainstorming Session Lets create hooks for you now! Whats your book about? What problem does it address? Whats your expertise?
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  • 3 Media Myths #1 Im a great public speaker so Ill be a great guest #2 Ive hosted a show before so Ill be a great guest #3 Ive done media before and it doesnt work
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  • Whats In It For ME!? ME is not YOU or the media ME is the Reader (Newspapers/Magazines | traditional & digital) Viewer (Television) Listener (Radio) Follower/Friend (Social Media) The ME can also be a secondary target demographic
  • Slide 19
  • Medias Goal is Similar to Your Goal To move the consumer to action (getting the listener, viewer or reader to DO something) Web hits Interaction Word of mouth marketing ROI Return on Investment Create memorable content together!!! Tremendous competition for attention
  • Slide 20
  • Tips for Delivering a Great Interview Givers gain sell your expertise, not your business Assume NOTHING! The Power of YOU
  • Slide 21
  • Call to Action Strategy Whats your end goal? Are you utilizing your digital properties? Downloadable offer for lead capture? Blog for easy plugging #GiversGain Social Media interaction with host or station?
  • Slide 22
  • What are Your 3 Takeaways? Why only three? Limited time & attention spans Dont want to give it all away Keep yourself focused
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  • The Perfect Answer Satisfy the competing agendas in 30- 40 seconds (Insert question here)? Thought 1: 2-3 sentences Answer/Illustration Thought 2: 2-3 sentences Illustration/Call To Action PRACTICE!
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  • Radio Tips Smile Avoid numbers and statistics Engage the host
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  • Television Tips Provide visuals and props when appropriate Be mindful of body language Assume the camera is always on
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  • Print Media Tips Respond quickly and be available Provide direct answers Speak clearly and at a moderate pace
  • Slide 27
  • 4 Ways to Keep Your Publicity Working for You Incorporate it into sales and marketing materials Include it in flyers, brochures, direct-mail advertising and other promotions. Forward copies of print articles to clients to reinforce their confidence in hiring you. Forward copies to prospective clients to persuade them to hire you.
  • Slide 28
  • 4 Ways to Keep Your Publicity Working for You Post it on your website Its marketing gold! The endorsement of traditional media will continue to impress your website visitors long after publication.
  • Slide 29
  • 4 Ways to Keep Your Publicity Working for You Post it on your website
  • Slide 30
  • 4 Ways to Keep Your Publicity Working for You Create a Wall of Fame in your office
  • Slide 31
  • 4 Ways to Keep Your Publicity Working for You Post it on social media Promote upcoming interviews Looking forward to talking with national radio host Jim Bohanon at 10 am Tuesday. Love his show! Once the show airs (or the article is published), youve got a new post: Great conversation with @Jim Bohanon on Tuesday! If you missed it, heres a link
  • Slide 32
  • Why Use Social Media? Targeted exposure to your customers Consistent touches Opportunity to control messages (SEO) Search Engine Optimization Relevancy
  • Slide 33
  • Choosing the Correct Social Network What is your business? Who is your target market? What are your resources?
  • Slide 34
  • #TermsToKnow Social Media Strategy Social Media Management Social Media Marketing Hashtag (#) Content Blog Curate Tagging Engagement with Connections Geo-targeting Viral
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  • Social Media Etiquette Be a person Say no to spam Dont be a link dumper Mix it up Keep your platforms separate Participate Share
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  • Link Dumping
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  • Social Media Etiquette Be a person Say no to spam Dont be a link dumper Mix it up Keep your platforms separate Participate Share
  • Slide 38
  • MIX IT UP
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  • Social Media Etiquette Be a person Say no to spam Dont be a link dumper Mix it up Keep your platforms separate Participate Share
  • Slide 40
  • How Often Should You Post? Twitter - High Facebook Low YouTube As much as possible Google+ - Medium Instagram Medium Pinterest High LinkedIn Low Goodreads Low Tumblr - High
  • Slide 41
  • How to Identify Quality Connections What is a quality connection? Search based on interests Find a similar account to you and follow their connections # Search Seek out complementary and competitive brands and products Harvest lists and participate in groups/communities
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  • Not Quality Connections
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  • Dont Buy Fake Followers What are fake followers? Utterly useless People will bust you with tools
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  • Dont Buy Fake Followers
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  • Converting Connections to Brand Ambassadors Define brand ambassadors Build relationships via interaction Seek out other brand ambassadors Work brand ambassadors into your strategy Process takes time
  • Slide 46
  • Social Media for PR Extension of your PR by amplification News source for your industry Media pitching avenue
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  • Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up
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  • Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up
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  • Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up
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  • Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up
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  • Equip Your Social Media Tool Box Manageflitter Sprout Social Hootsuite Topsy Bit.ly or Goo.gl Snip.ly StatusPeople.com Google analytics