To Phone or not to Phone (pitch) The Media

July 12, 2011 Leave a comment

You’ve come up with your story ideas and pitch angles, you’ve written your press release,  you’ve sent out the email pitches and you’ve placed your release on one of the paid wire services and… nothing!  Not one editor or producer has called  to interview you or write a feature on you.  You’ve done everything right and everything’s gone wrong.  What now?

Time to turn to that small hand-held device that blinks and buzzes and rings (in an endless variety of tones).  Yep, the phone.  While you could pick it up and see if that editor or producer ever read your emailed press release, I can already tell you that chances are 99.9% that your release was never read.  Don’t be discouraged, however. Instead pick up the phone and interest the media in your story, not to try and sell your product or service, but to offer the media a compelling story idea that appeals to them.  There’s an idea.

An effective phone pitch is rarely jazzy or funny (although it can be both) but one that is real and genuine. Your objective is to briefly and succinctly let the media know how and why this story idea will work for them and their viewers or readers.  It’s not the time to try to sell.  Be you when you present the story. It’s best to pretend as though you are not calling someone who’s in the media when presenting this pitch.  It’s important that your enthusiasm is evident in both your voice and your delivery.  You don’t want to sound like a salesperson but like someone who is truly interested in the topic and wants to share it with others.

Review your press release and  break it down into the most important bullet points.  When you’re doing the phone pitch you won’t have time to pitch the full release and you definitely don’t want to read a pitch verbatim  from your release.  You’ll sound like a robot, which will make you less believable.  But do use your bullet points from the release as an aid.  Have them  in front of you and let them guide what  you want to say.  Don’t insist on sticking to a scripted approach.  It’s a conversation and as with any conversation it will ebb and flow and have its own rhythm.

Come up with the most compelling aspects of the story and lead with those.  Introduce yourself and let the producers or editors know that you’d like to give them a story idea.  Be polite and respectful.  Before starting your pitch, ask them whether or not it is a convenient time for them to talk. If they say it’s not a good time, thank them and ask if you can email a release and call at a later date.  Find out when would be a good time, thank them and get off the phone.

If the answer is yes, start your pitch and keep it concise.  Remember you don’t have to tell your whole story.  You want to hit the highlights, the points that make it interesting. And you want to illustrate why this story is a great fit for the particular media outlet you’re pitching.    When to make your pitch, how to pitch national versus local and how to leave a voice mail pitch will be covered in my next article.

Copyright © Anthony Mora 2011

 

Filed under Build Your Business, business, Marketing, Media, PR Campaign, Press Release Writing, Public Relations Tagged with , , , , , , , , , , , , , , , , , , , , , , , ,

PR Success: Meeting the Media’s Needs

January 19, 2011 Leave a comment

You have a busy schedule, you have a job to do, a business to run, products to sell. Your time is valuable.  Sure you want media coverage, but who do they think they are telling you when and where the interview is going to take place?  Well… they’re the media.  Sure, you want press coverage, that’s why you’ve launched your public relations campaign.  Working on their schedule might be inconvenient, you might think it’s not fair, but it’s reality and if you play it smart, it can pay off for you in a big way.

Although you will often have time to plan and arrange your schedule before an interview, there are going to be times that the media wants to do an interview immediately, or wants to schedule it at a time that is inconvenient.  Even worse there will be times when the media reschedules an interview at the last minute, forcing you (once again) to change your plans.  One PR client told me that he was willing to appear on the Today Show, but that they had to come to him and that the only available time he had was between 1 and 3 p.m. on Saturday. Needless to say, he and I had a long talk.  He did the Today Show and not on a Saturday.

There may be times that you’re just not going to be able to accommodate the media’s schedule. There are going to be some interviews that you’ll have to miss. But only miss an interview if it’s completely unavoidable; the plague, an alien invasion, you get the picture. You may be annoyed, and you may be angry at having to revolve your day around their schedule, but if you can possibly arrange your schedule so that you can make the interview, do it. The press isn’t purposely trying to inconvenience you. I’ve worked as an editor and a producer and wouldn’t believe the amount of times that journalists have to switch from one story to another on a moment’s notice. A million things can come up that change their schedule; a fire, an international breaking story, a Presidential speech, any number of stories are going to change their day, and yours.  This is just the nature of the business. It happens all the time.

It does you no good to take your anger out on the interviewer or the producer. It was not done to harm you. The decision was circumstantial. Always keep your objective in mind, which is to establish your brand, build your business and create success through media exposure. You’re going to accomplish your goal by reaching as many people as you can. Your objective is to do those interviews, not to alienate the press. Remember, press begets press. Every interview you do is helping to pave your way to greater success.

Copyright © Anthony Mora 2011

Filed under Marketing, Media, Press Release Writing, Public Relations Tagged with , , , , , , , , , , , , , , , , ,

PR Success: The Importance of the TV Pre Interview

May 18, 2010 Leave a comment

Let’s say you’ve piqued the interest of a national talk show TV producer.  This is what you’ve been working towards.  You’re a step away from establishing yourself as an expert in your field.  The producer is interested in having you appear on the show, but before scheduling an appearance, she would like to schedule a phone pre-interview with a senior producer. Pre-interview? What’s a pre-interview?

First of all, congratulate yourself.  Your PR campaign and media approach is working. You have a producer interested in you and your story.  Your foot is firmly in the door.   So, back to the pre-interview, it means is that the producer likes your information and is interested in having you appear on the program, but before having you on, her senior producer wants to make sure that you’ll be an interesting interview and that you’ll work for their show.

You’re perfect for the show you think to yourself.  Of course they should book you.  Even though you know you’re a fit, they need to be convinced.   And that is going to be determined by how well you do on the phone pre-interview.  It’s hard to emphasize how important pre-interviews are. If you take them lightly and decide not to practice or prepare your information, you’re jeopardizing an important career and business opportunity.  If you fail to impress the producer, you’ll never make it as a guest on the show.  People have lost appearances on national shows because they refused to prepare for the pre-interview. They figured that they’d dazzle them once they got on the show. Think about it; it’s like a comedian not impressing the producer of the Tonight Show because he’s saving his best material for when he gets on the program. Well, if the producer doesn’t see how funny he is, he’s never going to get on the Tonight Show.

Remember, there are droves of people trying to get on that very program that’s interested in you. If you don’t deliver the goods, someone else will. So be prepared.  Make sure you understand exactly what the interview is about and what the producer wants from you. Don’t be shy. Ask questions. Make sure you understand exactly what she’s looking for, it may differ from the message or approach you have in mind. The initial objective is to meet that particular story’s needs. Once you’ve accomplished that, you can work on meeting your own needs. Prepare so you can clearly discuss the topic. Find out if you are going to be the lone guest, if it’s going to be a panel, or if there is going to be a guest representing an opposing view.  Find out as much about the segment and the show as you can.

If you have any facts or information that will help the segment, let the producer know, but don’t come off as a dictionary, simply listing a litany of fact after fact.  During the pre-interview have a cheat sheet in front of you.   You won’t have that luxury on the actual segment, but you do during the pre-interview, so use it.  Have your information written out in front of you, but only use it as a reference. Don’t read the information. It will sound like you’re reading. Practice the call.  Have someone act as the producer and have him or her drill you.  Make sure that by the time you talk to the producer, you’re relaxed, comfortable and ready to give her what she’s looking for.  Nail the pre interview and the segment is yours.

Copyright © Anthony Mora 2010

Filed under Media, Media Relations, PR Campaign, Press Release Writing, Public Relations, tv shows Tagged with , , , , , , , ,

The Trouble With Pay for Placement

April 27, 2010 Leave a comment

There are firms that charge per placement. In other words, you do not pay for the media until they place a story. This sounds awfully attractive, but in my experience, it is not the way to launch an effective brand-building campaign. Look at it from the perspective of the media relations firm. If they are only going to get paid for the media they place you in, chances are they are going to try what they consider will be their easiest placements. If those magazines or TV programs pass, what is the company’s incentive to take time, do some grunt work and launch an effective campaign? There is actually very little incentive. Chances are what they will do is move on to another client and hope that they can land him or her some quick placements in order to pay their bills. And so the process goes. It sounds attractive, but in actuality it’s a horrible PR business model. You may end up with placements, but most will be reactive. Chances are you won’t have a campaign focused on delivering your message, but one focused on grabbing as much quick media as possible.

What you want in a media relations firm is a company that is actively working for you when things are tough, when there are no hits coming your way. You want a firm that is mining the stories, calling the media, pitching new ideas, making sure that eventually there will be big hits. A company that is paid based solely on their placements simply cannot afford to take the time to build and nurture a client. You may get some hits, but you won’t get a campaign.

Many such firms base their fees on the ad rates of the particular media they are placing. In other words, if they were to place you in a local paper, they would base your fee on what a same-size ad would run and charge you a percentage of the ad rate. I have seen the percentage vary from 20% to 50%. If you are dealing with small, local media, this could be affordable, but once you move up the media ladder, you’ll find that the costs rapidly become prohibitive. Strange as this sounds, one of the reasons I refuse to work on a per-placement basis, is precisely because I feel we will be too successful. It sounds great to the client at first; he or she doesn’t have to pay unless there’s a placement. But score one good placement and suddenly their looking at the reality of paying a pretty hefty bill. Many never built the payment into their budget, because it didn’t seem real to them

One client in the fashion industry tried and tried to convince me to work with him on a pay-per-placement basis. I refused. Eventually he agreed to the retainer fee and signed with my company. The second story we placed for him was a three-page article in Vogue. If I would have agreed to the fee structure he had suggested, he would have, based on Vogue’s ad rates, owed us over a years worth of retainer fees for that one story alone – and I would probably still be trying to collect my payment.

For Further Information Visit:
Anthonymora.com

Filed under business, PR, PR Campaign, Press Release Writing, Uncategorized Tagged with , , , ,

Creating Success Through Emotional Marketing

April 22, 2010 Leave a comment

If you’re spending the bulk of your time focusing on how and where to market, you could be missing the boat when it comes to building a successful business.  You can have a dynamite advertising campaign, the best public relations campaign, or the most far reaching social media campaign, but if you haven’t created a compelling emotional message, all of that time, hard work, money and ingenuity could be for naught.

Your message is what resonates with and sells your potential clients or customers.  Whether they see your message on TV, in a magazine, on a blog or on Facebook is not nearly as important as whether that message strikes an emotional core in them.  You need to connect with your audience; you need to make it clear that you are speaking directly to them and their needs.

It is said that emotion stimulates people’s minds up to 3000 times faster than non-emotional thought.  Emotions are what make us act and react.  People buy based on emotion, much more than they do on rational thought.

Yes it is important that you choose the right marketing medium, but, the best designed public relations, advertising or social media marketing program will be useless to you if you have not taken the time and effort to create an emotional message that resonates with your audience.

Facts and information are important, but they are not the key when it comes to successful marketing.  For example let’s say you are sell running shoes, if you simply talk about why they are sturdy, durable and well designed, that might stimulate some sales, but you’re basically missing the mark.  If you paint a picture where your potential customers see and feel themselves wearing your shoes and running in the mountains, or by the beach or winning a race, it’s those experiences that are going to engage them and it’s the emotion triggered by those experiences that will get them to buy.

So, yes, make sure that the medium you use is one that reaches your target market, but remember that is simply the delivery method.   It’s your message, your story that is going to connect with your customers and sell your product or service.   You want your target audience to feel your message; you want them to react which will in turn get them to act.

Copyright © Anthony Mora 2010

Filed under Media, PR Campaign, Press Release Writing, Public Relations Tagged with , , , , , , , , ,

Creating PR Success Beyond Oprah

March 11, 2010 1 Comment

I recently received a call from a prospective client who had recently appeared on Oprah and was looking for ways to continue and grow his media placements and build his public relations campaign.  That was one smart, savvy business owner.  Most people view Oprah as the summit, as the end of the line media-wise.  Granted, at least through the end of this year, Oprah will remain one of the prime jewels, when it comes to media coverage.  For the last decade it seems as though every client and prospect has lead with one question – “when can you get me on Oprah?”

She created a media juggernaut, the likes of which we’ve rarely seen.  Still, even for those clients we did book on Oprah, the show was only one step in their overall media campaign.  The purpose of PR is not to gain one media hit, but to create a sustained ongoing media presence.  It could be a TV segment, or a magazine or newspaper article; still other times it could be coverage in a blog or a social media site.

It is the combination of media coverage that creates an effective public relations campaign.  It is not about one placement, even if that placement is on Oprah or the Today Show.  Those types of media hits only truly fulfill their purpose if they end up generating more media coverage.  Often a media hit in a huge outlet such as Oprah will result in an avalanche of call and enquiries for a couple of weeks, but the response will then start to rapidly fade.  We once placed a client on a national TV segment that generated in the neighborhood of half a million calls in a couple of weeks.  The response was astounding.  But as with anything else, if the campaign had stopped there, eventually so would the calls.

So, keep in mind that one media placement does not equate to an effective public relations campaign.  PR is a cumulative process.  It is about the long haul, about creating a sustained ongoing media presence.  Now, add an Oprah appearance to that approach and you have one amazing PR success story on your hands.

Copyright © Anthony Mora 2010

Filed under Media, Press Release Writing, Public Relations, public relations services Tagged with , , , , , , , ,

Building Your Business with PR

December 1, 2009 2 Comments

An effective public relations campaign can give you media exposure, credibility, offer you validation and establish you as one of the premiere experts in your field, and, if you actively work your media, it can build your business.  If used correctly, public relations is the best form of marketing available for growing your company    It is also the most effective way to establish your brand.  Why?  Being featured in the news builds trust and trust creates consumer loyalty, which builds effective brands.   It is possible to build a brand through advertising if you have a multi-million dollar budget and can keep your name, product, service and logo in front of the public on a consistent basis.  Yet, even then, there is no guarantee that a break-the-bank ad campaign will create a loyal clientele and build an enduring brand.

 

This is not to say that you should avoid advertising, but that you do so with realistic objectives.  If you’re working with a finite budget ( and these days who isn’t?) you want to develop a well-targeted, focused  marketing campaign to establish your name and your company, separate yourself from your competition, reach your target market and  credibility and validation.  You want your marketing to drive sales and build your business.  That’s where an effective PR campaign comes into play.

 

Find a public relations firm that understands you, your company and your needs.  Work together as a team to create a focused message and develop stories that will grab the media’s attention.  Use your media in your other marketing efforts.  If you’re featured or quoted on CNN or NBC, or in the Wall Street Journal or the New York Times, make sure you let your prospective customers know about it.  Amplify your media exposure on the internet using blogs or social media.  Now use your media to garner even more media coverage.  Establish yourself as an expert in your field.  Used effectively, a targeted PR campaign can not only build your company’s brand, but build your business.

 

Copyright © Anthony Mora 2009

 

 

Filed under Entrepreneur PR, how do i get in the media, marketing strategy, PR Campaign, Press Release Writing, print publications, Public Relations, public relations expert, small business Public Relations Tagged with , , , , ,

Creating An Authentic Transformational Marketing Machine

November 25, 2009 Leave a comment

Having worked in public relations and marketing for over twenty years, I can honestly say that I have never seen a time when professionals, businesses and entrepreneurs are at such a loss as to how to market.  This is a dizzying time.  When it comes to marketing there have never been so many options.  At the same time, I doubt there has been a time when so many different failed marketing approaches have been implemented.  It was tough before to know what ad to run, or how to focus your PR campaign, but businesses knew the mediums that were available and, at least in theory, understood how they worked.

The trick was to craft a message that resonated with the target market.  That has shifted; yes those marketing tools are still extremely powerful, but they are no longer sufficient as stand-alone approaches.  For a company to be truly successful, a mix of traditional and internet marketing must be implemented, but deciding what that mix should be is not an easy task.  Because my public relations firm is eclectic, we have worked with a wide range of clients.  We have represented clients in such fields as entertainment, medicine, law, publishing, technology, beauty, psychology, finance, fitness, and a number of other fields.  One thing I have learned is that here is no one marketing mix that fits all of those arenas, each has a specific target market and a unique message.  Each needs to craft its message using language that its target market understands and has to target venues that the market utilizes.  In this brave new world of marketing, companies need to learn how to find the right marketing mix for their business, product or service.  But that is just step one.  They also need to develop a personal, authentic message, one that reflects the values and goals of a business or entrepreneur in its marketing message.  Companies that focus on and solve those two problems are those that succeed; those are companies that have created their own transformational marketing machine.

 

Copyright © Anthony Mora 2009

Filed under business, Marketing, PR, PR Campaign, Press Release Writing, small business Public Relations Tagged with , , , ,

The Secrets to Successfully Landing Media Coverage

October 20, 2009 Leave a comment

One of the biggest mistakes companies make when launching a PR campaign is that they approach the media as one huge unified organization.  When it comes to approaching the media, keep in mind that there is no one media outlet.  You are not pitching one story, nor are you pitching one media source.  To be successful you need to be developing a number of different stories to pitch to a variety of different media outlets.  Each media source has needs and interests that are specific to it.  For example, what is going to interest the Wall Street Journal will be different than what will interest People, just as a pitch that could grab Oprah’s attention won’t be the same one you’d use to land a story in Playboy.  The primary secret to a successful PR campaign is to focus on what the various media outlets need and pitch each outlet accordingly.


Develop your primary story:  Your basic story may well stay somewhat the same, but you need to modify the pitch to meet the needs of each magazine, newspaper, radio show and TV outlet.  Develop a number of secondary pitch ideas:  if you’re really going to be successful, you’re going to want to develop a number of story ideas.  Don’t always stick with the obvious story.  If you’re launching a new beauty product, or a new technology product chances are you’re going to want to focus  100% on the new product.  Of course that is your primary pitch, but if you stop there, you’re narrowing the media bulls-eye.


Is there a trend story connected to your product?  Is there a client who’s life you’ve changed who is willing to tell his or her story to the media?  Is there a business-oriented story you could develop?  Is there a human interest story that has to do with how the product was developed?  Is there a seasonal or holiday story?  The list continues.  Take some time, brainstorm, be creative.


After you’ve developed your stories your next step is to create an appropriate, targeted media list.  Now combine the two, match the various pitches to the appropriate media outlets.   Don’t pitch a sportswriter a beauty story and don’t pitch a business magazine a warm and fuzzy human interest story.  Study the various media outlets out there.  Learn what they need.  Read, watch and listen to the stories they run.  Educate yourself. Create compelling stories, a targeted media list and a strong pitch.  Now you’re set; launch an effective, successful media campaign and watch your business grow.

Copyright © Anthony Mora 2009

Filed under business, Entrepreneur PR, how do i get in the media, how do i promote myself, Land More Clients, Land More Customers, Marketing, Media, Media Coverage, Media Exposure, Media Relations, PR, PR Campaign, Press Release Writing, Public Relations, public relations services, public relations specialist Tagged with , , , ,

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

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 Tagged with , , , , , , ,

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 , , , , , , , , , , , , , , ,

← Older posts

Follow

Get every new post delivered to your Inbox.

Join 130 other followers

%d bloggers like this: