How To Stand Out In a World of Dot.com Gerbils

April 16, 2012 Leave a comment

The internet has not only drastically changed industries, such as music, media and film, it has changed marketing forever.  Let me restate that, it is changing marketing on an ongoing basis.  How we send and receive information is in a constant state of flux.  There is no final destination; no point of arrival, there is only a constant ever evolving journey.   The not-so-long-ago lonesome trails of the net are now overly congested and traffic is bumper-to-bumper.

This is true not only of the number of web sites themselves but of the proliferation of web and dot-com advertisements. The amount has reached critical mass.  Not only has how we receive our information changing from PCs and Macs to pads and smart phones, but the amount of information that is flowing to us seems to be growing exponentionally.

The problem is the more information we receive, the less we actually register.  Every day we are bombarded with emails, pop ups, banners, etc.  It’s bad enough that we’re assaulted online; the offline world offers little escape.  From sponsorship of college football bowl games, to billboard ads, to stickers on produce, companies are trying any and every advertising and marketing avenue available to lure customers to their sites.

The sheer volume is so overwhelming that most of us are left with little more than a memory of countless dot-com companies that offer something – we’re just not sure what.  From traditional ads and commercials, to PR and media relations campaigns, to email marketing and social media campaigns, companies are trying any and everything to get your attention.

In real time the internet has shot from toddler to grown-up overnight, and the marketing strategies of even one or two years ago will no longer suffice.  So, where does that leave the entrepreneur who is looking to successfully market his or her online business?  Advertising, when done adeptly and consistently, is essential, but these days it can only take an internet company so far. To truly establish a company in the public eye, it’s imperative at some point for the message to take that defining, and validating leap from an ad that precedes the evening news to the story featured on the news.

Whether a company’s objective is to obtain more funding or attract more consumers to its site, there is nothing as validating and legitimizing as a well-placed print piece or TV segment.  The trouble is that not that many years ago, garnering Internet-oriented press was relatively easy.  Remember all of those articles and TV segments heralding the emergence of MySpace?   Stories about the launching of new IPOs, teen-aged wunderkinds who became overnight billionaires, and the very novelty of it all commanded reams of print as well as hours of TV and radio coverage. The wanna be Amazon.coms of the world were featured in every magazine and newspaper and on every TV and radio station.

Well, these days not only are consumers inundated with dot.com information, so is the media, and launching a successful media relations campaign is a bit tougher than it once was.  Still, when it comes to launching and implementing a successful marketing campaign for your online company a strategic mix of traditional PR and social media is your best bet.  As to the hows; I’ll be covering that in my follow up article.

Copyright © Anthony Mora 2012

PETERD. “Fish.” Photo. SEOBOOK. 17 Oct 2011. 15 Apr 2012. <http://www.seobook.com/web-publishing-strategies-help-you-stand-out-competition>

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Who Benefits Most From PR and Media Relations?

April 11, 2012 Leave a comment

One huge mistake when it comes to PR and media relations is thinking that it only helps those that are already established. For example, in the entertainment industry only George Clooney of Jennifer Aniston need PR, or in the business world only Apple and Google can really benefit from a public relations outreach, or in medical arena, only the Mayo Clinic or Johns Hopkins School of Medicine can take advantage of PR and media coverage.  Whereas it’s true that all those listed can and do take full advantage of concerted PR campaigns, it is perhaps even truer that those actors, companies or physicians who are up-and-coming can benefit even more.

Those that I listed above need PR to keep their image strong, but those that have yet to become known in the media are the ones who truly need the poser of PR.  They’re the ones who need to establish themselves in the market, as experts in their fields, and need to reach their clients and customers.  Apple, or Clooney or the Mayo Clinic don’t need to actively pitch their stories as they did before.  The media know to come to them.  Their job is mainly to screen requests and when they have a new story to tell, to alert the appropriate media contacts and set up stories.  It’s the newer companies, or those who have never utilized PR in the past that need to court the media and actively pitch their stories.

Ever wonder how the Clooney’s, Google’s and others got to where they are?  Hard work, talent, expertise, great products-  and plenty of media exposure.  None of these would be at the top of their fields without hundreds of stories in the media including TV, newspapers, magazines and radio.

PR can be like money; those that need it the least get it the most.  That’s why public relations is so vitally important for companies that want to grow, reach their target market, and land more clients or customers.  PR offers the validation and credibility of being featured in the news.  It presents entrepreneurs and companies as premiere in the field.  It opens doors, builds businesses and establishes brands.

So, don’t make the mistake of thinking that your company or business or career isn’t big or important enough for PR.  In fact it’s the opposite that’s true.  Instead of waiting to become big or successful enough to warrant PR, use a creative public relations campaign to transform your business into that successful company you’ve been dreaming of building.

Copyright © Anthony Mora 2012

Getty Images. “George Clooney.” Photo. IndiWo. 25 Feb 2008. 11 Apr 2012. <http://indiwo.in.com/india/features/entertainment-life/in-pics-oscars-2008-hot-men-on-the-red-carpet/30631/0>

“Apple logo.” Photo. Forbes. 13 May 2011. 11 Apr. 2012. <http://www.forbes.com/sites/ericsavitz/2011/05/13/apple-analyst-says-no-lte-in-iphone-5-to-add-sprint-t-mobile/>

“Google Building.” Photo. The Inquisitr. 11 Nov 2012. 11 Apr. 2012. <http://www.inquisitr.com/89991/google-fires-raise-tipster/>

“Mayo Clinic: Defend Your Corporate Identity.” Photo. Bloomberg Businessweek. 11 Apr 2012. <http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm>

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Outside the Box PR Tips

April 10, 2012 Leave a comment

If you’re pitching the media, make life easier on yourself, pitch the media stories that it wants.  Develop and pitch good, informative, timely entertaining stories.   Editors and producers want to interest as many readers, viewers, or listeners as possible and if you’re willing to work to help them do that, the media can become your greatest ally.  Help them meet their needs and they in turn will help you build your business, sell your products and establish yourself as one of the experts in your field.  But in order to do that you need to think not like a business owner, but like a journalist.  You have to study the various media outlets, review the different formats and study the types of stories they’ve run in the past.

You’re going to succeed by learning how the media thinks, not by assuming you think you know what they want. You have to prepare, do your homework; study the various media outlets. The bottom line is a good story, but it also has to be a story that the media finds of interest.  Don’t assume because you find your particular story fascinating that the media will like it as well.

Your first job is to develop your stories.  That is step number one.  There are no media relations or PR campaigns without good stories.  Once you have those ready to pitch start thinking out of the box.

The following are two out-of-the-box PR tips to consider:

1) Use your website as a way to offer the media story ideas.  Make your site a media destination; a place where editors, producers and writers can find information and story ideas that have to do with your field and expertise.  Do some research and offer facts, tips, and story ideas that the media can use in your media room.  Make it a fun informative, entertaining and educational page.  Offer resources, insider information, tips, advice, and outline the topics and areas that you’re expert in.

2) Conduct an online survey about something in your field and let the media know the results.  The media loves data, that’s why they’re forever quoting information from various polls and surveys.  So offer them your survey.  Give them insider information that they can find no where else.  Then write and distribute a press release publicizing your data and findings.

These are just a couple of outside-the-box tips.  More will follow in upcoming articles.  But, give them a try.  Be creative.  Have fun with this.  Come up with some outside-of-the-box tips of your own and share them with us.

Copyright © Anthony Mora 2012

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Easter Season PR Tips

April 6, 2012 Leave a comment

One of the main things to look for when pitching the media is how and when you can pitch your story to an event, a breaking news story, a season, or a holiday.  For example, around New Years is a perfect time to pitch stories about weight loss, exercise and fitness. That’s the time that people, who have overeaten during the holiday season are making their resolutions to get into shape, lose weight and establish new eating habits.  Not that those resolutions often stick, but if you’re a fitness trainer, or are marketing a weight loss supplement, or have written the latest and greatest diet book, this is a perfect season to launch your media relations campaign.

Likewise, if you run a spa or you’re a florist, or you sell designer chocolate, Valentine’s Day is great time to launch a PR outreach campaign.  Valentine’s Day is also your target day if you’re a relationship expert and have a new book on finding that right someone, or if you run a dating website.

But what about Easter?  What are some campaigns that work best during this season?  There is quite a lot you can do.  The following are some Easter PR tips to keep in mind.  Remember these are basically seasonal, so you can launch them a bit before the actual day, but can also keep working the campaign for a few weeks after Easter has passed.

  1.  Easter is about spring renewal, which means flowers.  If you’re a florist, you’ll want to consider coming up with unique Easter floral arrangements, gifts, displays, etc.  Tie a story into your pitch.  How do the flowers specifically illustrate the season?  What makes these displays Easter specific?
  2.  Easter is also about food.  Pitches that offer unique Easter recipes, dishes, and desserts can work.  Try to give the recipes some history.  Where do they come from?  What makes them special?  How do the tie in to the season?  Build a story around the pitch
  3.  Easter is also about fashion.  If you’re a designer of clothes or accessories create a PR pitch that ties the season into your designs.  Come up with creations that are specific to the season.  Present yourself as an expert, explain what colors and fabrics should be worn and why.

All of the above are secular ways to pitch, but this is also a great time for churches to do a PR campaign.  What could be a better time to reach out to the public.

You get the idea.  Easter signifies a celebration of spring and renewal.  Find a way to tie your product into those concepts.  Be creative.  Have fun with it.  And – Happy Easter

Copyright © Anthony Mora 2012

Aitch, Travis. “Easter Egg Chocolates.” Photo. Info Barrel. 05 Apr. 2012. <http://www.infobarrel.com/The_Origin_of_The_Easter_Bunny_and_Easter_Eggs>

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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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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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How You Can Utilize the Celebrity PR Angle

February 15, 2012 Leave a comment

When it comes to PR, business owners and entrepreneurs generally think of the obvious.  An owner of a hair salon will think of stories that have to do with hair care.  On optician will think of stories that have to do with eyewear, a florist will think of stories that have to do with flowers.  That all makes sense, right?  Yep.  And that’s a start, but if you really want to get your story covered in magazines, newspapers and TV segments, you need to be a bit more creative than that.  For example, if you do own a hair salon, come up with the top ten best celebrity hairstyles and explain why, or maybe give the worst celebrity hairstyles.  You don’t have to be the hairstylist who worked on the celebrities, but you can be the one to comment and position yourself as a hairstyling expert.  If you’re an optician, develop a story on why glasses are really jewelry for the face and then come up with a list of celebrities that illustrate why glasses are a beauty item.  If you’re a florist, come up with a pitch based on flower arrangements used at celebrity events, political events, or any event that is featured in the news.  Comment on why the floral arrangements worked or didn’t work and what you would suggest in the future.

The best way to launch a successful media campaign is to give the press options.  You have a story that you want to tell through the media.  Chances are you have one or two main angles or story ideas that you want covered.  Those are where your focus lies, they are you primary objectives.  But don’t stop there.  Broaden your approach.  For good or bad (and I think I know which one it is) we live in a celebrity-based culture.  The media loves celebrity-oriented stories, so brainstorm a bit and see how you can tie your story into a pitch that offers a celebrity angle.  This might be the furthest thing from your mind and that type of story might very well bore you to tears, but don’t let your personal bias, keep you from presenting a story angle that the media will pick up.  Have fun with it.  Think out of the box.

This celebrity-oriented approach can often be the way to prime the pump and get your media relations campaign off the ground.  From there you can broaden into a more comprehensive campaign.

Copyright © Anthony Mora 2012

James. “Celebrity News”.  Photo. Celebrity Cheeze. 02 Feb 2012. 15 Feb. 2012. <http://celebritycheeze.com/the-history-of-celebrities/>

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Why Your Clients’ Stories Define Your PR

February 13, 2012 Leave a comment

Your best stories are those that show how your product or service helps your clients.  For example, if you’re a physician, your best stories are patient success stories.  A doctor is the expert who can explain how to treat a disease or how a particular procedure works, but it’s his or her patient stories that are going to connect with the media and the public.

It’s the same in any business.  Regardless what your profession is, you have an impact on the lives of others.  And the impact you have on your clients can make for your most compelling stories.  Those are the stories that, in essence, tell your story.  Perhaps you made someone’s life easier by saving her time, money, or stress.  Maybe you helped someone lose weight, feel better, look better.  What are your success stories?  Whether you’re an attorney, a plumber, a life coach or an artist, you have an impact on the lives of others. And the impact you have on your clients can make for your most compelling stories.  Those are the stories that, in essence, tell your story.

Before launching a marketing or public relations campaign, take some time to work on the anecdotal stories which you feel best illustrate what you do, those which most effectively tell your story.   Now match the various anecdotal stories to the appropriate media outlets.  For example, using a medical story again, a story about a ten year old struggling with Autism, would be pitched differently than a story about the latest in bio-identical hormone replacement therapy.  If you’re an author of a how-to book, the stories you’d pick to pitch to Redbook or Ladies Home Journal, would differ from those you’d pitch to Forbes or the Wall Street Journal.

Make a list of clients you have worked with who have interesting, impactful or inspiring stories they can tell.  You want these stories to illustrate how by working with you, their lives were changed or transformed.  Keep in mind; these transformations don’t have to be huge.  You don’t have to save someone’s life for your stories to resonate; your stories could be serious, fun, lighthearted, or practical.  Perhaps you made someone’s life easier by saving her time, money, or stress.  Maybe you helped someone lose weight, feel better, look better.  All of these make for good anecdotes, which in turn can lead to great PR pitches, which can land you media coverage – which in turn can help you land more clients, build your business and grow your business.

Copyright © Anthony Mora 2012

Filed under Medical PR Tagged with , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Lady Gaga & Her Little Monsters

February 9, 2012 1 Comment

Lady Gaga rules Twitter.  With roughly 19 million followers, she leaves others in the dust.  Lady Gaga was also the first to top one billion YouTube video views.  So what is the obvious next step for the Queen of YouTube and Twitter?  Start your own social network!  And that’s what Gaga has done.  Little Monsters is an invite-only (exclusive, eh? Kinda like getting let in by the doorman at a club) the site which is currently in beta test, is built around her fan base.  Think of a traditional fan club on steroids.  According to media accounts the site will be similar to Pinterest, the mobile app that has users “pin” where they go, what they do and what they like.  It will also be somewhat similar to Digg in that users will be encouraged to share and post content from other sites.

The site is developed by a company named Backplane where (surprise) Troy Carter, Lady Gaga’s manager is one of the founders.  But here’s the question, for now followers and viewers who visit and join Lady Gaga on other sites are coming from a large pool.  They are also not defining themselves so specifically as Lady Gaga fans as they would be by joining a social network build exclusively around her and her fan base.  Few rocks stars have true staying power and if the fame starts to wane, you have the very real potential of a mass exodus.  To rely on a fan base to fuel a social media site can be a gamble.

That’s where it becomes a PR gamble.  Initially it makes for great media.  Any and every pop culture outlet will react to the Little Monster media relations and publicity blitz.  You’ll see and read about it everywhere.  It’s a sure slam dunk at first, not unlike Michael Jordon launching his own brand of athletic shoes.  What will be interesting is to see where Little Monsters is in a year or two.  If fortunes turn, could it suddenly be uncool to be on the site?  It’s hard to know at this point.  As time goes on it could be important to begin to minimize the Lady Gaga presence on the site and focus on fully branding Little Monsters as a stand alone entity.  But one thing is for sure, up to this point Lady Gaga has been a PR Monster, so who knows how far her army of Little Monsters can take her.

Copyright © Anthony Mora 2012

MiKael. “The hand used on various official T-Shirts.” Photo. wikia. 09 Feb. 2012. <http://ladygaga.wikia.com/wiki/Little_Monsters>

 

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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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