Archive for October, 2010

Brand Your Business for Stand Out PR

Getting publicity for your business, your book, your cause or yourself is easier when you present a unique brand.

Here’s some great advice from publicity expert Drew Gerber:

A Little PR Can Go a Long Way

By L. Drew Gerber

Hiring a publicist or doing your own PR isn’t something most small business owners or entrepreneurs really want to do. You’re busy running the day-to-day operations that keep the doors to your business open and investing the little time and money you may have just doesn’t seem feasible or realistic.  Sound familiar?   But think about this. Whether you’re just starting out or have been in business for a few years, media exposure is valuable to your success — just a little work on your PR campaign a day can produce tremendous results.

At the very least you have to have a strong brand and message. They’re what define you, and what will help differentiate you from your competition. When creating your brand and message, look to combine what makes you a) unique and b) valuable to your target market. Valuable and unique messages produce great PR campaigns and will attract better and more loyal customers.

After you’ve created your brand and message it’s important to employ consistency into all aspects of your business. You have to give the same message(s) over and over again through interviews, your pitches and your press materials, so be consistent and make your message your mantra. A repeatable and unique message is what will make you stand out from the crowd, forcing people to remember you and your product.

Your logos have to be a direct reflection of your branding and messaging too, along with all the little things like your voicemail message, how you answer your phone, your website design, etc. Think about it: If you’re branding your business as a fun and carefree company and your voicemail is dull and unenthusiastic, you’re not really holding true to your brand.

The thing about PR is that it’s in everything you do. It’s not just about landing interviews on television, it’s about how you interact with the public — how you deliver your message to make yourself stand out from the crowd.

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L. Drew Gerber is CEO of www.PublicityResults.com and creator of www.PitchRate.com, a free media connection service for journalists, experts, and publicists.  Sign up now for free publicity advice including a free online marketing course. Gerber’s business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with Online PressKit 24/7, a technology he developed (www.PressKit247.com). Contact L. Drew Gerber at: AskDrew@PublicityResults.com or call him at 828-749-3548.

Controlling the Media Message

I don't write about politics or political speech in this blog but this quote from Senate candidate Sharron Angle from several months ago got my attention:

"We needed to have the press be our friend … We wanted them to ask the questions we want to answer so that they report the news the way we want it to be reported." –Sharron Angle, during an interview with Fox News Channel's Carl Cameron, Aug. 2, 2010

Some people seem to get "friendlier" treatment from the media than others and when you build a relationship with a reporter and do a bunch of interviews over time, it may feel like a friendship, but keep in mind, this is a professional association and you both have a job to do.

Don't try to control the media. The only person you can control is YOU.  Media training is meant to give you strategies to be more poised and polished in your dealings with media people, but not to learn to manipulate them. 

If you're involved in hard news like running for office or do expert interviews where you take a stand on a controversial issue, you should expect tough questions and be ready for them

You may want to control the message, but don't be surprised if the media won't play along.

 

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