The PR Credibility Factor

May 13, 2009 Leave a comment

Let’s look at an example of how advertising and media placement differ. You’re interested in buying a new car and just happen to be thumbing through a copy of Fortune magazine. You come across an ad for a car. The ad is pretty and glossy. It is a photo of a beach scene at sunset. The colors are more beautiful than those in real life. The photo has an attractive man and woman dressed in sophisticated evening attire standing by the car, which is parked in the sand, just beyond the reach of the aqua marine waves. The copy tells you that this car is the best thing to hit this country since sliced bread and that you can’t exist another day without running out and buying it. The photo tells you that if you do by the car, you will be transported to that idyllic beach scene. You live in Cincinnati, Ohio, it is the dead of winter, and damn if that idyllic marine scene doesn’t look inviting.

You continue to look through the magazine and come upon an article on the year’s best cars. The article mentions a certain car (not the one you saw in the ad), and touts the car as being one of the most efficient, best-built, luxurious, yet cost-effective cars on the market. The article is simple, direct, and informative and is written by an expert in the automotive field. Which do you think will have the most impact on you, the ad or the article?

My guess is, after the Caribbean fantasies die down, the article will have the greatest impact on you. Why? Credibility. The ad may give you some basic information, but it primarily offers you a fantasy. The car is bright and shiny. It is parked on an empty, pristine beach. The sun is setting in the background. There is a sexy, tanned couple, in evening attire no less, standing by the immaculate, gleaming car. Nine times out of ten, you’re not buying the car; you’re buying the scene – the fantasy.

The article, on the other hand, raises your comfort level. You have been given objective
information on the car’s effectiveness and quality. An expert has kicked the tires for you and given you a positive report. You have moved from fantasy to reality. The car featured in the ad may seem more sexy or romantic, but the one spotlighted in the article becomes real. It is a news story. Not only is it luxurious, it is dependable, efficient, and reliable. Remember, it’s 20-below outside, reliable is important. It is this type of credibility or validation that cannot be bought in the form of an ad. It is the credibility factor that makes PR so effective.

Copyright © Anthony Mora 2009

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Social Media as the Agent & Engine for Change

March 31, 2009 Leave a comment

Social media could have an amazing impact on us individually and as a people. It could be the call to action that gets us to stop thinking and start doing. It’s great that people can communicate as never before and are now able to share what they’re doing, or where they’re going with others around the globe. It’s fun and makes for connections, but if it ends there, we’re losing a goldmine. Where the various forms of social media could have a true impact is not only in raising awareness of issues and problems, but in offering concrete solutions and immediate participation. The Internet offers a unique platform for raising awareness about issues and causes. If used correctly, it can also offer solutions that those online can immediately begin to participate in. I’m not advocating that the Internet turn into a non-stop charity delivery system. That’s not its function and we’d all burn-out at that. We need to keep the variety of topics; we need sites and posts to span the gamut, from the serious to the absurd. That’s what makes it interesting, but if the power of social media were truly harnessed to initiate change, it would be unlike anything we’ve ever seen. It immediately goes from the specific to the general, from the individual to the masses. The Obama campaign realized the impact the Internet could have and utilized it. Celebrity stories spread like wildfire, so think of the impact it could have to help those really in need. Causes, from global warming, to food shortages, to sex slavery need to be marketed just like companies or products do. To be noticed, and for change to happen, these stories need to reach the public through various forms of marketing or PR. If utilized correctly, think of the impact that a social media campaign, linked to a traditional PR campaign could have as an agent of change. Copyright © Anthony Mora 2009

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Regardless of the Medium, The Story is the Message

March 28, 2009 Leave a comment

 

“The medium is the message” is a phrase by Marshall McLuhan.  In his book, Understanding Media: The Extensions of Man, published in 1964, he explained that the medium influences how the message is perceived.  So, what does that mean for the present?  Today, when all of the established mediums are basically crumbling around us and the overwhelming medium of choice is the Internet, what does that say about the message itself?  How can we now successfully convey a message through this relatively new medium? 

 

Although more people are able to deliver their message than ever before, the number of mediums is being reduced to one.  Whereas in the past people would choose to read a newspaper, watch TV, or listen to the radio, all of those mediums are funneling themselves into the Internet.  So how does the medium translate as the message?  The way we perceive the medium is as important as how we perceive the message. So, where is this new road taking us?  

 

Is it one comprised primarily of opinion-based information? 

 

Is peer review going to take the place of editorial review? 

 

Is vetted and fact-checked news now less important than on-the-scene, personalized, immediate coverage?

 

And, apart from information and news, how is this medium affecting the ways companies promote and market themselves?  How is advertising and public relations affected?  According to studies, at present, advertising is waning on the Internet.  The one-to-one correlations to print ad and TV commercials do not seem to be there.  How to monetize the Internet is still a question in search of an answer.   But, amid all of this change and flux, there does remain one constant, what people relate to are stories.  From the beginning of recorded history to the present time, our species is one that learns and communicates through storytelling.  So, amid all of the changes, the story remains supreme and those individuals and companies that understand this and focus on how to successfully articulate their stories, regardless of the medium, those will be the ones who will not only survive, but thrive. 

 

Copyright © Anthony Mora

 

 

Filed under Public Relations, Media Relations, Media, Entrepreneur PR, small business Public Relations, advertising vs. public relations, business, public relations expert, public relations specialist, public relations services, Your Message, Your Target Market

Finding Your Niche

March 27, 2009 Leave a comment

Is your audience a mass market or a special niche audience? If it’s a special niche audience, how is it defined: by age, by gender, by geographical demographics? Are your customers primarily men or women, urban or rural? These are all extremely important questions. Do your homework. Take a look at your competitors and see how they market and who they market to. I’m not recommending that you do expensive demographic testing or studies, just use some common sense and get rid of any preconceived ideas you have. Try to step outside and look at your business as a disinterested onlooker would. Although I believe that it is important to listen to your gut feeling, you have to walk a fine line here, be realistic, be cautions, get feedback from others, weigh all of the possibilities, and then make your decisions.

For example, let’s say you’ve developed a new line of baby wear. Okay, who is your target market? Parents, and primarily mothers. Right off the bat, I’d say you could write off auto racing and golf-oriented publications as your primary media targets. Where do you reach mothers? The most obvious would be parent and child-oriented publications (of which there are many), talk shows, local magazines, newspapers, TV and radio programs, and women’s magazines. But study the various women’s magazines; are all of them targeted towards parents of infants and toddlers? No. You want magazines that new mothers read. Seventeen or Teen should probably not be on the top of your list.

Okay, you have defined your message, and your market, and narrowed your. You have done all of your preliminary work, work that most people tend to ignore. You have defined what you do, what your message is, and who your target market is. Now you are ready to launch an effective public relations campaign You’re ready to learn to communicate your message not only to the person next door, but to hundreds, thousands, even millions of people across your city, throughout the country, and around the world.

For further information visit:
http://www.Anthonymora.com

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Creating a Unique PR Approach

March 26, 2009 Leave a comment

Most experts will suggest that you stick with the traditional press release form and put your name, address, and contact information on the top. Don’t. The first few lines of your release may be all that gets read. Don’t sacrifice that all-important space to mundane information. Come up with an interesting headline that is centered on the page, and immediately start with your story. Keep the information on how to contact you at the bottom of the page. If your story interests them, believe me, they’ll call, no matter where you put your number.

Although I am suggesting that you break some of the common press release rules, don’t try to be novel or unconventional simply for the sake of being different. The changes I suggest are based on practical observations. Too often we stick to a form simply because that’s the way it’s been done before. If there is a practical, advantageous reason to do something differently, do it.

On the other hand, don’t be different simply to be different. In other words, don’t use oversized paper, or use unconventional script, or write cryptic or convoluted sentences just to try to differentiate yourself from the rest of the pack. Chances are, it will only work against you. You want to catch the media’s eye, but you don’t want to shock or startle. Keep the release clean and easy-to-read, and remember, no amount of inventiveness will make up for the lack of a good hook or story.

At the bottom of the page, make sure to let the media know who you are and how they can get in contact with you; have your phone number and contact person clearly listed.

Stand back and look at your release with an objective eye. If you knew nothing about your business or product, and you saw your release, would it make you want to learn more about the topic? Would it pique your interest? If not, you’re headed in the wrong direction. Bounce it off other people, get feedback. Don’t send it out until it says exactly what you want it to say, in the way you want to say it. And never, ever, ever let it be longer than one page.

Copyright © Anthony Mora 2008

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Free PR & the Truth about Successful Media Campaigns

March 25, 2009 Leave a comment

The biggest problem with PR is that few give it a real shot.  I’m not saying that public relations companies don’t sometimes drop the ball, certainly some campaigns fail because of poor story ideas and improper execution; but often media campaigns don’t succeed because they’re never given a chance.  If you’re looking to launch a successful PR campaign in a month, you might as well throw your money out the window.  Whether you launch a campaign yourself or hire a firm to launch one for you, you need to give it time to grow; you need to contact the right people, be consistent, tenacious, develop new story ideas and allow the process to take its course.  Once you start landing articles or TV coverage, you then need to maximize your media.  It’s important  to use that media to garner more media, but you also have to learn how to utilize your media coverage on the Internet, in your advertising, marketing and promotion and marketing your business to business dealings.

 

A PR campaign is not a business fire sale or a fly-by-night marketing approach.  It is a consistent, systematic approach to reaching your target market, building your brand, establishing your expertise and gaining validation and credibility.  Offers that focus on free PR, or how to do PR at no cost whatsoever certainly sound enticing, but as with most things in this world, you get what you pay for.  If you want to learn how to launch your own campaign you have to pay in time and make at least some investment in buying information that will teach you the media relations  basics; if you’re able to hire a professional firm, you’re going to invest more financially, but will be buying expertise, media contacts and industry know how.  Whatever your approach, if you understand the nature of the process, use some creativity and give your campaign time to build and grow, you’ll find that launching an effective public relations campaign is more than worth the investment. 

Copyright © Anthony Mora 2008

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Why “Selling” Never Works

March 23, 2009 1 Comment

Forget about selling when entering the PR world.  The media’s not interested in being sold; it’s interested in finding new, unique and compelling stories – that meet their specific needs.  That is something most companies and, to be honest, PR firms, generally forget.  Actually that’s something I have to remind myself on a daily basis.  When I worked as a journalist or as a magazine editor, it was always obvious that what I wanted was a good story.  When a company or PR rep would call and pitch me an idea, they (at times) had interesting stories, but generally not stories that interested my readers.  So, nine-times-out-of-ten, my response would be a (hopefully polite) no.

 

It’s not enough that the story you’re pitching is interesting, it has to fit the needs of the publication or TV show, or radio segment that you’re targeting.  That’s where the brainstorming comes in.  You have to think like an editor or a producer in order to find the story that works.  And once you’ve found your primary story, you need to drill down and come up with more targeted story ideas.  For example if you’re pitching a product, your primary story will most likely be around the product and how it helps your customer.  But it has to be told with a narrative, as a story, not as a hard sell.  Once you’ve figured that out, you then have to uncover you’re other stories.  Is there a human interest angle, is there an entrepreneurial angle, what other story ideas can you come up with to meet the needs of the various media outlets?   Your stories hold the key to your success, so focus on finding them and presenting them to the media in the most interesting way possible – and forget about the selling.      

 

Copyright © Anthony Mora 2009

 

 

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A PR Journey & Why Success Depends on the Story

March 22, 2009 Leave a comment

success-blogI’ve written several articles about how PR really comes down to telling a good story.   In a nutshell that’s really what it’s all about.  It’s not about the hype or the flash, or the hard sell. It’s not about the fast-talking publicist who loves to name drop, go to parties and play as though he or she is the star.  It’s about finding a client’s story and being able to tell it in an interesting and compelling manner.

 

Ironically, it’s story telling that brought me to the PR world.  I started off thinking I would make my living as a novelist; then somewhere along the line I figured out that I also wanted to eat and pay my rent, so I continued to write fiction, but segued into journalism.  Most of my journalism career was in the music and entertainment world, but I also did some political, news and pop culture reporting.  I then became the editor-in-chief of two magazines and learned that writing often comes down to the editing.  What you cut or don’t say is as important as what stays on the page.  As an editor, I was daily pitched by PR consultants and also got to learn what made for a successful pitch.

 

That was the journey that eventually led me into the PR world.  My first company Phillips and Mora Entertainment specialized in entertainment-oriented PR.  We also offered personal management and produced videos and feature films.  In 1990, I launched Anthony Mora Communications, Inc., a much more eclectic public relations firm; we offer media relations, image development, branding, media training and a relatively new unique PR-social media approach to marketing.  The firm represents a wide range of clients including small and mid-sized businesses, entrepreneurs, attorneys, physicians, authors, entertainers, and other clients.  Although finding and developing the story is really just stage one of an effective public relations campaign, without a good story, there really is no campaign.

 

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5 Small Business Survival Secrets during Economic Hardtimes

March 21, 2009 Leave a comment

Maybe the hardest thing to overcome in a stagnant economy is inertia.  You know, when nothing’s moving, it seems like nothing’s going to move – no clients, no sales, no anything.  And the media states it’s just getting worse.  That goes beyond inertia to dark energy.  So, what is a business owner or entrepreneur to do during these economic hard times?

 

1)      Don’t give into the feeling of stagnation.  Move forward.  Devise a new business plan specifically for these times.

 

2)      Take a look and see if you can modify your product or service to fit the times.  Is there a way that you can market it as being efficient, time effective or cost-saving?

 

3)      Make sure that you’re staying in touch with your customers and your target market.  This is not a time to stop promoting, but a time to market effectively and consistently.  You owe it to yourself.  It is an investment in your company and your future.

 

4)      Study the media and see what type of stories or articles they’re running.  Make a list of stories that you can pitch to the media on you and your company.  Launch a public relations campaign that’s in step with the times.   Use stories that are relevant to the media at this time.

 

5)      Utilize the Internet to magnify your PR campaign.  Whenever you land media coverage, whether it’s a TV segment or print article, use social media to hit the largest number of people possible.  Information can travel at the speed of light on the net and you want to utilize that capability.

 

These can be difficult times to stay optimistic, but they’re also times of real opportunity.  Be proactive.  Move forward even if it feels you’re sloshing through quicksand.  You’ll make it through and realize not only was it worth it, you’ve built a stronger, more successful company than you had at the onset. 

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Why PR Is The Most Effective Branding & Marketing Tool

March 20, 2009 Leave a comment

Let’s say you read an ad for an attorney in your local newspaper.  The ad tells you how wonderful the attorney is, what she specializes in, what services she offers, and how to contact her.  Now let’s say you read an article about that same attorney.  The article profiles her and tells you about a case she just won and the impact that case had.  Both pieces you read are in the newspaper.  Both have to do with the same attorney, but which one would impress you the most, which would you pay more attention to, the ad or the article?    My bet is the article.

 

Why?  The ad is informative, but it’s paid for by the attorney.  So, do we completely trust the information?  We are aware that whatever the ad says was either written by the attorney or someone hired by the law firm and the informaiton is being controlled.  The article is a news story.  It is a third person account.  It has been vetted by a writer and an editor.  That doesn’t necessarily make the article more factually accurate than the ad, but it is perceived differently.   The media’s job is to tell a story and to give the reader information, whereas the ad is meant to sell.

 

For that reason the article offers the attorney more validation and credibility.  People tend to trust an expert who has been featured in the media more than one they see in an ad or a commercial.  In a nutshell it’s the ability to offer that credibility to give the reader that sense of trust that makes PR is the most effective form of marketing and branding available. 

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How to Get More Clients – NOW!

March 20, 2009 Leave a comment

 hands-shaking

The clients are out there, you just need to reach them.  Sell your value not your product or service.  Once you’ve figured out exactly what value you’re offering your clients, find the unique marketing mix specific to your needs.  Then you’re set to reach and land more clients – now!

 

Most businesses are looking for clients or customers, particularly now. The trick is to reach them.  They’re there.  Yes the economy has shifted, but people are still spending money, buying products, using services.  The economy has changed, but it hasn’t disappeared and just as it’s gone down, it will eventually start to go up again.  You not only want to be prepared for the upswing, you want to use strategic marketing and promotional tools now to find your clients and build your business, now.

 

What is it you’re selling? and I don’t mean what product or service.  Are you selling health, wealth, beauty, success, fun?  What is the value or effect that your product or service offers your customer?  Focus on that.  Sell your value not your product.  This can be trickier than it seems.  I’ve worked with several companies that understood the product they were selling, but not the value.  Take some time and figure out who your target market is and what your product or service truly offers.  What is the core value?  Once you’ve figured that out, the next step is to find the best avenue(s) to reach them.

 

Consider all of the possibilities including advertising, direct marketing, public relations, Internet marketing, networking, etc.  Make a list of them as well as a list of how your business can benefit from each.  Pick two promotional avenues to start with.  My favorite approach is a mix of PR and specific forms of Internet marketing, since each helps reinforce the other.  You can create a buzz on the Internet and then launch a PR campaign around the phenomena you created, or you can post your media coverage on the Internet and multiply the amount of potential customers who see it by thousands, potentially millions. 

 

Once you understand what you’re really offering your customer and can effectively articulate it, you’ll be able to define your most effective marketing venues.  Then, you’re set to move forward.  You’re ready to reach and land new customers- now!

 

Copyright © Anthony Mora 2009

 

Filed under Public Relations, Media Relations, Media, Entrepreneur PR, small business Public Relations, Press Release Writing, advertising vs. public relations, business, public relations expert, public relations specialist, Clients, PR Campaign, Economy, Marketing, advertising, Media Coverage, internet marketing, Figure Out Your Story, Sell YOur Product Tagged with , , , , , , , , , , , , , , ,

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