Alice Cooper, Pat Benatar PR- & You

May 3, 2012 Leave a comment

I began in the media world as a freelance writer.  My focus was on music, primarily rock.  I learned how the PR and marketing machines worked, but also learned how working with their teams, rock acts formed their own brands and created their own legends.  For example, two of the rock stars I interviewed, Alice Cooper and Pat Benatar and Kate took very different paths and approaches, but both created an image and a brand that defined them, and made them quite a bit of money.

Alice (Vincent Damon Furnier) had perhaps the most fun of any rock star with his mage, paving the way for KISS and a plethora of shock rock bands.  The band was the house band at the Whiskey on the Sunset Strip and became the band to walk out on (something I had to admit to Alice that I had done myself).  As the image and act grew, he added guillotines, electric chairs, fake blood, boa constrictors, and baby dolls to his act, drawing on a number of  influences from horror films, and vaudeville acts, to the more theatrical Broadway musicals.  He pioneered an over-the-top, theatrical and uber violent brand of heavy metal created to shock and rock.  In person, Alice is a fun, funny amiable guy, who talks about his alter ego with a wink and a smile.

Not as over the top as Alice, Benatar created her own alter ego.  Initially Benatar’s focus was on classical and Broadway theatrical styles. Rock did not seem to be in the cards.  Inspired by Liza Millelli she quit her job as a bank teller and decided to give a singing career a stab.  Yet, Out of that Pat Benatar the rock sex goddess was born, which lead to two multi platinum albums and decades of success.  Again this was a case of creating a brand, an image and turning that brand into a career and an amazingly successful business.

You might think you have nothing in common with Alice Copper or Pat Benatar, but (surprise) you’re wrong.  Chances are you’re not launching a new rock act (then again maybe you are), but the basic gameplan of creating a brand and an image is the same whether you’re an entertainer, an entrepreneur, a physician, an attorney, a jeweler, or the owner of a new social media site.  You want to establish your brand.  You want to create that message, story and image that is specifically you and that separates you from the competition.  Your brand and story can be loud and carnival like or extremely subtle and sophisticated.  It depends on you and your company.   You’re image probably won’t have much to do with spandex, guillotines, or over the top make up.  Then again, if it does – use it!

Copyright © Anthony Mora 2012

 Ochs, Michael. “Alice Cooper.” Photo. Rolling Stone. 02 May 2012. <http://www.rollingstone.com/music/artists/alice-cooper>

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The following is a guest blog by Ann Convery. Ann is offering an amazing free telecall tomorrow:

April 30, 2012 Leave a comment

Don’t Talk About The Features Of Your Service — They Scare Away Your Prospects

By Ann Convery

So this is the deal…. let me tell you about Joanne. She’s one of the smartest people I know when it comes to grabbing people’s attention. She was a business strategist and a good copywriter, and she knew her stuff backwards and forwards. If she got into a private discussion with you she’d solve your problems like that. But when she got in front of a prospect, and there was a whiff of a sale in the air, (little laugh) she started babbling, and it was driving her nuts. She was watching people walk away. And she was at the point of abandoning her business, in fact her husband was pushing her to let it go, and find a job. And here=s how we turned it around for Joanne and this is the same thing that will turn it around for you.

Because Joanne was a great coach, she was a great teacher. And I know a lot of you are good teachers. And teachers tend to stay teach way before they should – like, talk about how great the features of their service or programs are to people they’ve just met.

And Joanne was scared of being salesy, so she retreated into her comfort zone, teaching. She’d say, I’m not only an MBA, I’m a certified NLP practitioner, so when I coach with people I’m able to get into what’s blocking them immediately, and remove the blocks so they go much faster. In fact we do that on the first session. And because I do laser-coaching on unconscious blocks, , my clients get a global vision of their business in the first session, blah blah blah blah blah blah… these are features.

Here Joanne was telling everyone she met how much she could give them, and there is nothing that turns off a prospect faster than features. And the biggest mistake people make is that they use adjectives to make their features sound really cool. Too many adjectives — can actually kill a sale. Joanne ended up several times in tears in the ladies’ room at networking events.

And she realized that all her emails were stuffed with features, which is why she had such a poor open rate. So we actually put a sign on her desk and in her purse that said “No Features.” The only thing she talked about was results. She said, “Clients come to me when their backs are against the wall. Like Tom. By the time he called me, they’d turned off his light bill and he hadn’t had a client in three months. 60 days later, he had 4 new clients, 6 good prospects, and his monthly income had gone from 0 to 16,000.”

She realized what most of us just don’t realize about features—and it sounds stupid, but they’re an addiction, and they’re dangerous. They’re so comfortable, especially for teachers. And they’re like a huge brick wall between you and the clients who really want to work with you. Why are they so dangerous? They’re dangerous because block feeling. 

When you talk about features, you’re asking your clients to think. And they do. But they don’t feel. And if your audience doesn’t feel, nothing happens. No sale happens, no signing happens. Nothing moves. And that’s why it’s so mysterious, that’s why it’s so painful, and that’s why you can’t put your finger on it. People keep asking you – “What do you do?” How do you do that?

And so you tell them. And it’s like handing chocolate to a chocoholic; the addiction kicks in.

“Ooooh, this feels so good, I’m talking about my best features. I’m talking about those degrees I worked so hard to get.” And they disappear. Your audience disappears. Features are such an innocent, tragic mistake that can keep you from thousands of dollars that are just outside your door, they’re waiting. And you’re turning them off.

And it doesn’t have to be that way. You don’t have to suffer and neither does your income. Just take the features out of your conversation, and out of most of your copy. And talk about your results instead.

Copyright © Ann Convery 2012

 
 

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3 PR Tips For Landing More Media & More Clients

March 29, 2012 1 Comment

A few years ago we worked with a client who had landed some media before starting with us.  I asked her if she could bring some of the articles and TV interviews she had been featured in.  As it turned out she didn’t have any.  She had not kept one.  From her perspective, the media coverage was nice, but she didn’t consider what a powerful tool it would be for her down the line.  So in a sense, media-wise, we were starting from scratch.  Which was a shame; we didn’t need to be.   Whether you’ve launched a media campaign in the past, or have been fortunate to have a print article or TV segment come to you, all of your media coverage is a part of your PR and marketing arsenal.

If you use it correctly, media not only begets media, it also enhances all of your other marketing efforts, from social media and online marketing, to traditional advertising to direct marketing.   The following are tips to how to successfully utilize your PR efforts and media coverage

1) Use your TV and radio appearances and magazine and newspaper articles to interest other media. Copy the article, video, or audio tape and send it out when the media requests further information on you. Spotlight your media appearances in your bio or one sheet.

2)  When pitching media, let them know about other segments or articles you’ve been featured in. Be prudent in the media you send.  If a feature story or interview has certain quotes you are unhappy with, you may want to copy only the parts of the interview you want highlighted. If you have a recently taped interview from a particular TV program and are now being considered by their direct competitor, you may want to think twice before sending that particular tape for viewing.

3)  Don’t just use your media to pitch the press.  Use it in all of your marketing and promotional efforts.  Highlight your articles and TV segments on social media; mention your media coverage in your ads, flyers, newsletters and brochures. Create one-sheets of your more impressive articles to pass out to clients or prospects.  Consider hiring a graphic artist to help professionally display your articles and interviews.

These are just some examples of ways to utilize your press. With a little thought and ingenuity, you’ll come up with several more. Make your PR efforts and your media coverage work as hard as you do.

Copyright © Anthony Mora 2012

Malloy, John. “2011 important but most underreported stories by media.” Photo. Network News.  29 Nov 2011. 28 Mar 2012. <http://www.networknewsdaily.com/2011/11/29/2011-important-but-most-underreported-stories-by-media/>

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Branding Your Company Using PR

March 21, 2012 Leave a comment

PR and media relations are not only effective ways to garner coverage in print, TV or the radio, innovative companies and entrepreneurs are utilizing the basic PR methodology to build their brands.  Effective public relations is one of the most powerful and effective brand building tools available.  Companies build lasting successful brands by creating a powerful emotional response in their customers and in the public at large and they do so by developing and creating an effective story.  Successful branding is not a process of the hard-sell.  It is not about being the biggest, or the loudest, or even the coolest.  A company builds a successful brand by making a deep powerful connection with its market.  Branding is about communicating on a basic human level.

Having worked as a journalist, editor and producer, I know from the media’s perspective what makes a powerful and compelling story. Having served as president and CEO of a PR firm, I also know from the perspective of a public relations consultant what creates a story the media will respond to.  It is the same type of emotional responses that companies look for when it comes to establishing their brands.

For a story to work it must be compelling, interesting and hit a true human chord.  Public relations is the only form of marketing that lives or dies on how compelling the story truly is. Unlike advertising, with media relations you can’t pay to have a story placed in the editorial section of the media. You need to craft and pitch a story that is compelling enough to capture the media’s attention – a story that in essence is strong enough to become the news.

PR is not an event; it is a process and using that process is the most effective and powerful way to create and develop an effective brand.  It is the PR mindset and methodology, the ability to develop and establish stories that resonate with the public that truly create the most powerful and lasting brands. A successful brand tells a company’s story both emotionally and narratively, which is why PR consultants who truly understand the process are the most effective brand creators around.

Keep in mind when you’re launching your PR campaign that you’re not only reaching your target market, establishing yourself though the media, and promoting your business, you’re also successfully connecting with your customers and establishing your company’s brand.

Copyright © Anthony Mora 2012

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Advertising or PR?

March 14, 2012 Leave a comment

Not long ago I wrote an article outlining why people trust news stories much more than they do ads or commercials. That doesn’t mean ads are ineffective; advertising and direct marketing can have a definite place in an overall marketing campaign, but it is important to know what your objectives are and who your target market is. If you’re selling tires and auto equipment, advertising could be the way to go. If you’re a professional such as a physician, or an attorney, or if you’re an artist or an entertainer, you’ll want to consider media relations.

Ads and commercials certainly can have their place in an overall marketing campaign. An ad offers information and can be an effective way to target customers or clients, but media coverage offers you and your business the validation and credibility of being featured as a news story. In general people trust editorial coverage much more than they do an ad or a commercial. And that trust is your greatest asset. With media coverage you are positioned as an expert, as a story that the media found important enough to cover.

Once you realize the importance of PR and media relations, the next step is to understand exactly how the process works. Being featured in one magazine story or a TV segment is great, but don’t expect one placement to change your life. A single media placement is not a public relations campaign; it is the first step in a campaign. So don’t panic or start tearing out your hair if that first story doesn’t change your life overnight. Be grateful you have that placement and realize that story will now make it easier for you to garner other TV, print and radio stories. PR is cumulative. You are building a marketing machine. Once you land that first media placement, start brainstorming on how you’re going to use that to land other coverage.

Also, realize the other ways you can utilize your media coverage. Once you’re featured in a newspaper or magazine article, use that article in you other marketing efforts. For example, a physician could reprint the articles and leave them in his or her waiting room. Patients want to know if their doctor has been featured in the media. Those reprints can also be used to interest prospective patients. If you run a company or are a business professional, use your PR coverage in your marketing and advertising. Mention the media you’ve been covered in. Use quotes from your PR coverage in your brochures and newsletters.

Combine your PR and media coverage in your overall marketing strategy, but if you only have enough in your budget to pick one approach, let your target market be your guide. If trust, validation and credibility rank high in your potential customer’s check list, public relations will be your best bet.

Copyright © Anthony Mora 2012

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The PR Trust Factor: Your Greatest Marketing Edge

March 5, 2012 Leave a comment

PR, specifically media relations, could well be the most misunderstood form of marketing there is.  On the other hand, when a public relations campaign works it is the most effective form of marketing available.  It is a very subtle form on marketing which is probably why it, in many ways, is the most confusing.  For example if you’re launching an advertising campaign you can decide where the ad will run and exactly what the copy will say.  Those are the upsides.  The downsides are, advertising is quite expensive, you generally need to run an ad several times for it to work and your ad is only going to run in those specific outlets that you paid for, on the times and dates that you bought.

Often people mistakenly believe that PR is a less effective form of marketing because you cant’s assure that you will receive coverage at a particular time on a specific date.  Whereas that’s true, with media relations you have access to hundreds, even thousands of media outlets, as opposed to one or a handful.  Whereas you have no guarantee when and where your story will get picked up, when you do land coverage it could be in multiple outlets and your story will be featured as a news story, not as an ad.

People trust the news and the trust factor is what any business strives hard to achieve in the marketplace.  People tend to hire and work with companies they trust, and public relations is what builds brands and creates trust.

But in order for media relations to do its magic, you need to offer the media a truly compelling story.  If you can hire a PR firm, or public relations consultant, you’re ahead of the game.  But if you’re not yet in a position to do so, you can still move forward on the PR front.  You’re either going to need to invest money or time.  If you’re going to give it a try on your own, block some time and review some of my articles on launching a PR campaign, developing a media story, finding your target market and writing an effective press release.  If you take some time to learn the process and do a slow step by step build, you can generate media coverage.  But, once you start to generate sufficient cash flow to bring on a marketing pro, do so.  Just as you don’t want to handle your accounting as your business grows, the same is true with PR and marketing.  Your time and expertise will be better spent running and growing your business

Copyright © Anthony Mora 2012

Other helpful Articles:

How to Effectively Communicate with the Media

6 Secrets to Maximizing a Media Interview

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Making The Right PR and Marketing Choices

February 7, 2012 Leave a comment

You need to market, that’s a given.  The question should not be if, but how.   Your best choice is to hire a firm or a professional consultant.  If you’re on s shoestring budget, that makes it tougher, but there are still myriad ways to approach it.  Going the do-it-yourself route is one choice, but if you do chose to go this way, you have a big learning curve ahead of you.  For example, let’s say you decide to handle, create and launch your own media relations campaign; to start, you need to learn the hows and whys of putting together a successful campaign.  And you need to know how to define a campaign.

Keep in mind that landing an interview on TV program, or in a magazine, is not media relations.  That is simply one small step.  I’ve had potential clients tell me that they tried PR and it simply didn’t work.  When I asked them to define exactly what they did, they usually explained that they were featured in a magazine or newspaper or TV segment and nothing happened.  When I then asked them how they utilized or maximized that one media placement, I’d generally be met with blank stairs.  In their mind, that one media placement was a PR campaign; it didn’t change their life, so PR didn’t work.  The trouble was, they never really tried a public relations campaign, they simply appeared in a story or two.  Being featured in the media a few times is not a media relations campaign.  It’s a start.  It’s nice.  It can help, but it’s not a campaign, and that’s what public relations firms focus on creating, launching and implementing effective PR campaigns.

This is not to say that you can’t do some initial PR work on your own.  You can, but your goal should be to shift from doing your own marketing to brining on a professional as soon as possible.  Your job is running your business.  Your marketing team should be marketing your business.

Effective media relations is an art and a full-time job. It takes skill, know-how, experience persistence, and contacts. The art of effective PR entails more than writing releases, posting releases on paid wire services, putting together press kits – and praying. If a campaign is launched haphazardly or incorrectly, it’s often best not having been launched at all. The last thing you want to do is alienate the press, which is often what happens when well-meaning but inexperienced individuals try their hands at running their own media campaigns.

So until you can bring a team or a consultant on board, do what you can on your own.  But be selective.  Keep your efforts targeted and focused.  Once you’re ready to hire a PR firm or marketing company, choose wisely.  Choose a firm or individual you’re comparable with.  You need to be able to communicate with you representatives. You also need trusted advisors who will tell you when they feel you’re steering off- base or making a wrong move. If you pick wisely, do your part and work with your PR firm, (to paraphrase Bogie in Casablanca) this could be the start of a successful and profitable relationship.

Copyright © Anthony Mora 2012

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Square Hits a PR Grand Slam

February 3, 2012 Leave a comment

What could be a better PR coup than having both the Republican and the Democrats using your device in the race for the White House?  Either way you win, even with the loser.  And that’s exactly what Square has accomplished.  One of the newest technologies to be adopted by the Obama and the Romney campaign is called Square, a mobile payment card reading device.  Members of both campaigns are being equipped with this device that enables the campaigns to accept donations on various devices including Androids, Iphone, Ipads, etc.

To quote a Square spokesperson: “Whether you’re a Republican or a Democrat, running for president or local assembly, Square makes it easier than ever for candidates, organizations and volunteers to fundraise for their cause.”

Square makes fundraising easy which makes candidates and their teams happier.  Generally a campaign needed to solicit checks or cash.  There were always credit cards but the paperwork and tracking could be a fundraiser nightmare.

Square makes donating and receiving easy.  Donations are immodestly processed and the company sends receipts via SMS or email.  Political fundraisers can’t escape the reporting requirements and processing fees, but overall Square offers them a fundraising dream.

The special app for accepting Square payments for the Obama campaign will soon be available to the public and then the game is on. The Obama campaign reportedly raised $42 million in the last quarter of 2011.  As the campaign goes into full gear, that number is sure to rise, add the Republican race to that and Square is going to be seeing quite a bit of money flow through its system.

The capital Square will take in by working with both parties is significant, since the company is basically a start up.  But even more significant in the long run are the PR and marketing opportunities that are now afforded them.  Their media relations and publicity efforts are in full swing (or at least they should be).

Companies pay celebrities big bucks to endorse their products or services.  In this case Square’s clients are being afforded the biggest spotlight there is and some of that spotlight falls directly on Square.  Public relations, particularly media relations can benefit quite a bit with the help of celebrity names.  Think of designers or make up companies that tie their brands to those of specific celebrities.  If a celebrity uses a product and word hits the media, sales of that product generally soar.  Seldom is a company afforded the type of media exposure that Square can now command.   It will be interesting to see how they utilize this opportunity.

Copyright © Anthony Mora 2012

Pinoytutorial. “Square app”. Photo. Techtorial. 25 May 2011. 03 Feb. 2012. <http://pinoytutorial.com/techtorial/square-pay-with-your-name-review-how-to-guide-and-tutorial/>

Flacy, Mike. “Obama Square App”. Photo. Digital Trends. 31 Jan 2012. 03 Feb. 2012. <http://www.digitaltrends.com/mobile/will-mobile-campaign-donations-be-a-game-changer-for-politicians/>

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Starbucks’ Spirited PR Gamble

January 25, 2012 Leave a comment

A Big Mac along with a glass of chardonnay?  Who knows?  That could be on the way.  Starbucks is heading in that direction.  The chain will soon be selling beer and wine in select locations.  Four to six stores in the Southern California area will offer alcoholic beverages by the end of this year, as will some stores in Atlanta and Chicago

The chain began testing its new spirited approach in Seattle in 2010. Starbucks now offers beers for $5 and wines by the glass for $7 to $9 in five locations in that city and one in Portland, Oregon.

The questions are: what will this move do to the Starbucks brand? And how will customers have to change their habits in order for it to pay off?  Currently the chain makes most of its daily sales by 2 p.m., which explains the foray into the spirit business.  On the other hand around 75% of Starbucks customers are there for take out.  That won’t work in the beer and wine business.  These customers will have to say and enjoy their beverages in-house.  And what about the kids and teens that have made Starbucks one of their staples.  Will mom and dad be happy sending their kids to a beer and wine establishment?

If this were Europe, there would be no issue.  There families are used to going to pubs or cafes where coffee, food and spirits are sold.  But, the U.S. isn’t France or England and we generally have a different take on where liquor should and shouldn’t be served.  And what happens when a Starbucks barista has to 86 someone?  What will be the protocol for that?

Starbucks has built an amazing worldwide brand.  It has regularly changed its menu offering different types of drinks and food items, but a jump into the world of beer and wine is a big one.  Adding a new pastry, sandwich or fruit drink does not risk compromising the chain’s brand, but offering a happy hour where sprits flow freely will challenge the way many of its customers view the company.

Only time will tell if this gamble will pay off.  Because it directly impacts their brand recognition, it could either turn out to be a PR miscue or a public relations homerun.  Chances are it will land somewhere in the middle.  Since they are only experimenting with a handful of stores, if the publicity effect is extremely negative, they can quickly shut the program down.  But if the reaction is simply lukewarm, or only somewhat negative, they will most likely give the news stores a fair shot and launch a media relations campaign extolling the virtues of this new approach.  If it works, it could become a one stop shop for buying one’s stimulants in the morning and depressants in the evening.  The next big question could be, how are they going to get people to leave?

Copyright © Anthony Mora 2012

Sato, Kiichiro. “Starbucks’ alcohol menu being tested in a handful of shops in Seattle and one in Portland, Ore., includes Rogue Dead Guy Ale, a Pinot Noir from Oregon, a Prosecco from Italy and a Malbec from Argentina. Above, a Starbucks in Chicago. ” Photo. Los Angeles Times. 24, Jan. 2012. 25, Jan. 2012. <http://www.latimes.com/business/la-fi-starbucks-beer-20120124,0,5910879.story>

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Daily Tips On Using PR To Establish Yourself As An Expert In Your Field -Strategy A

January 17, 2012 Leave a comment

One of the main values of a public relations campaign is that it helps establish you as an expert in your field.  But you need to help the media help you.  Your job is to let them know why you’re an expert and make it as easy as possible for them to use you as a resource.  With that in mind, this week, I’m going to focus on daily tips on how to use PR and media relations to establish you as an expert in your field.

PR Strategy A: You can’t expect the media to see you as a resource, unless you’ve positioned yourself as one.  With that in mind, job #1 is to present yourself as a resource who will resonate with the media’s readers, listeners and/or viewers.  Begin by making a list of the topics that you can address.  You have a specialty; a topic or area that you’re expert in.  That’s the main area you want to address, but if you move a little right or left of center, chances are you can come up with a much wider list of topics you can discuss.  For example, if you’re a cardiologist, can you discuss the various ways that social media and the internet are changing the practice of medicine?  That’s not exactly a cardiology story, but it does deal with medicine, the culture at large and can help establish yourself as an expert.  Remember the bigger the media bull’s-eye, the greater your chances of success.

Copyright © Anthony Mora 2012


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