What To Do Once You Land A Media Interview

April 29, 2013 Leave a comment

936313_10151357079912061_1679321435_nTo start, be happy.  You’ve achieved an important objective.  But you don’t want to simply show up for an interview without preparation.  This is an opportunity you want to fully maximize.  The following few days we’ll be outlining a media check list, reviewing all of the points that you need to consider before appearing in front of the camera.  The visual points are obviously geared towards a TV appearance, These points are essential to consider before doing any type of interview, whether print, radio, TV or online.    Some of these points are basic, but you’d be surprised how many people forget the basics when doing an interview.

1)  Review the two or three primary points that you want to get across during the interview.

2) Make sure you’ve checked yourself in a mirror before you go on camera.  Is your hair in place?  Is your tie crooked?  Is your lipstick smeared?  Give yourself the basic once-over.

3)  Relax.  You are there to have a conversation.  Well, at least you want it to look like a conversation.

4) No slouching.  Sit with good posture.

5) Focus on the interviewer.  The camera and crew is part of the furniture as far as you’re concerned.

6)  Remember, you don’t have to force the information; weave your points into the interview.  If you spend your time forcing an issue, it will come out sounding strained and stilted.

Nope, you’re not done yet.  We’ve just started.  To be continued…

Copyright © Anthony Mora2013

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The Film Festival Marketing Approach

April 19, 2013 Leave a comment

sundance_film_festival_egyptian_theater_03Film festivals are definitely one approach to market and showcase your film and one I would encourage any filmmaker to consider.  But using that as your sole approach can backfire.  Let’s say one of your primary goals is to show your film at film festivals, particularly at the top festivals.  Fine, the film festival route is certainly a viable one when it comes to promoting and marketing your film, but keep in mind that’s not the only route.  Plenty of independent films land a distributor or self distribute and find an audience going different routes altogether.  Regardless of whether you go the film festival route or have another strategy, you should start thinking about your film’s marketing and release strategy as soon as possible.  If you’re smart, you’ll start before the screenplay is finished, certainly before the first frame has been shot.

Remember, the PR & marketing can be the engine that drives the project.  It can open doors to distribution, financing and build your audience base.  Keep your options open every step of the way.  As I mentioned earlier festivals are one approach, but not the only one.  Let’s say  you’re working on a documentary; you have a number of distribution and showing possibilities from the festivals, to theatrical to outside the box screenings at schools, museums, organizations and churches.  Often these types of screenings can run even during a festival showing.

One way festivals can help, is they are great places for forming relationships with others involved in various aspects of the film process.  This can be particularly helpful for producers and filmmakers who are going to self distribute their film.  Filmmakers now need to take a more active role in the marketing, public relations, and distribution of their films and festivals can definitely help forge important relationships.

But there can also be a downside to festivals.  It’s possible to get locked in the film festival loop and not look at alternative, creative ways to market, show and showcase your film.  Even if your film is accepted to one or more, that in itself does not guarantee your film will succeed. Too many film producers base their entire marketing strategy on being accepted by a festival.  If it turns out no festival bites, which happens a fair amount of time, these filmmakers are left with no alternate strategy.  They are more or less stranded and left with no alternate approach.  You don’t want to find yourself in that position.

My advice is to begin on day one with a PR and marketing strategy that goes forward whether or not your film finds its way to a festival.  Regardless of the direction you choose to take, get your PR and marketing gameplan in place, start your PR outreach and launch your filmmaking journey.

Copyright © Anthony Mora 2013

Cresswell, Jackson. “Sundance London Film Festival is Launching in April 2012.” Collider. 15, Mar 2011. 19 Apr 2013. <http://collider.com/sundance-london-film-festival-2012/>

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The Starving Artist Syndrome – Get Over It!

April 5, 2013 Leave a comment

Screen shot 2013-04-05 at 4.52.57 PMWhether you think you can, or you think you can’t–you’re right.― Henry Ford

We’ve represented a wide range of clients since I launched my company over twenty years ago.  We’ve worked with professionals such as physicians and attorneys; we’ve represented spas, salons, and beauty products.  We’ve worked with fashion designers, musicians, film producers and authors.  We’ve also represented fine artists, painters and sculptors.

Some clients that we’ve worked with have often been launching a new company, struggling to get ahead and working to build their business.  Some have had obstacles to work through and overcome.  Our job has always been to work with them to help them achieve their goals.

Many of the artists we’ve worked with have been amazing clients and successes in their field.  They’ve been a pleasure to work with.  But (there usually seems to be a “but”, right?)  I have found that the fine art world still suffers from a syndrome that is specific to them – the Starving Artists Syndrome.   These particular artists contact me about marketing and PR and then spend the bulk of the conversation explaining their starving artist status.

I was prepared to find this belief in the art world.  It’s been rearing its head for a while.  What I was not prepared for was how many artists embraced it, wrapped themselves in it, and wore it as a badge of courage.  I don’t mean to sound heartless, but there are a number of people out there who revel in their starving artist status.  It’s who they are.  It’s what defines them.

To quote Michael Michalko, author of a number of books including Creative Thinkering: Putting your Imagination to Work, “The artist is not a special person… Every one of us is born a creative, spontaneous thinker. The only difference between people who are creative and people who are not is a simple belief.”  But often that belief brings with it a number of other incredibly destructive beliefs including those absurd notions that a life in the arts equates with a life filled with struggle, hardship, and ultimately, failure.

If you in any way identify with this starving artist definition, I have three words of advice – get over it! Shift your perspective, instead of describing yourself as a starving artist; see yourself as an artist entrepreneur.  This will require more than a definition change, but that is your starting place.  No one knows better than an artist that perception creates reality. Henry Ford, an artist in his own right, was on the mark when he said, “Whether you think you can, or you think you can’t–you’re right.”  Artists, take those words to heart.

Copyright © Anthony Mora 2013

Filed under art, Film Tagged with , ,

The Art of Success

March 26, 2013 Leave a comment

art of successAs an artist, you never know what is going to grab the media’s attention.  That’s why your best bet is to do the work you love and then tailor your marketing to fit your artwork.  I’m not a believer in trying to figure out what‘s going to entice the media, or coming up with the next big thing. Film companies and TV networks have tried that approach for years and you’ve seen what their track record is like.  Your job is to focus on your art, your creativity and on your strengths.  But that doesn’t mean you forget about the marketing aspect of your business, because art is a business.    And that needn’t be a bad thing.  It simply is.  Don’t resist it; use it to your advantage.

It all comes down to your perspective and how you approach this aspect of your career.  Remember creative marketing is an art.   Not to mention the fact that without marketing, most likely your art will be your avocation instead of your vocation.  But again don’t tailor your work towards your marketing, but tailor your marketing towards your art.

For example, our client, Brendan O’Connell, has been painting his Walmart series for going on eight years now.  This is not a series he’s worked on because he thought it would be a great marketing tool.  He painted the series because that’s what he was organically moved and inspired to paint.  He was following his calling.  Now the media has caught up.   His work has struck a chord.   He was featured on CBS Sunday.  Watch Brendan O’Connell (Walmart’s Warhol) CBS Sunday.  He’ll be coming out in People magazine; he was profiled in the New Yorker and was interviewed on the Colbert Report.

Brendan O’Connell on the Colbert Report!

The bottom line is he stay focused on his art first, but was prepared when media interest surfaced.  So, yes come up with a marketing plan and a direction, make that an integral part of your career gameplan, but don’t try to assume you know what’s going to interest the media and tailor your work in that way.  You’ll generally be wrong and you won’t be doing your work…

…Focus on your art, your unique vision and then tailor your marketing accordingly.  Be authentic, do your work and prepare for success.

Copyright © Anthony Mora 2013

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The PR & Marketing of Oscar 2013

February 21, 2013 Leave a comment

oscars_2013_nomineesIt’s an interesting PR and marketing year for the Academy Awards.  On the Best Actor end, it will be a miracle if anyone beats out Daniel Day-Lewis.  Denzel Washington is a strong contender as is Bradley Cooper, but it’s hard to imagine Lincoln not taking that one home – which will probably be fine with Joaquin Phoenix since he can’t stand that award process.  He described the last time he was nominated as one of the worst periods of his life.  So why does Hollywood have to go and torture him again?  But still, in the public relations department it never hurts to get a nomination.

In the Best Actress category although it’s amazingly refreshing to see that Emmanuelle Riva was nominated, some say the money is on Jennifer Lawrence.  Others say it could be Jessica Chastain’s. Still, Quvenzhane Wallis, who at 9 years old is the youngest Best Actress nominee in history, could continue to surprise everyone.

It’s always interesting when Best Film nominations don’t also result in Best Director nominations, but that happened this year with Argo, Django Unchained Les Misérables, and Zero Dark Thirty.  The four films are up for best picture, but when the Best Director Oscar is going to be awarded you won’t hear Ben Affleck, Quentin Tarantino, Tom Hooper or Kathryn Bigelow’s names being read.

An Oscar can transform a career, but it’s not just the actors or directors who benefit.  If Reuters, has it right, an Oscar nomination can up ticket sales by one-third, as well as increase DVD sales once the films are no longer in theaters.  Add that to cable downloads and the rest, and a nomination can pay off in a big way.

The kings of Oscar marketing, Harvey Weinstein, spent millions promoting The King’s Speech.  The company, ran by Harvey and his brother,  also released the film in time to maximize the buzz and PR in order to up the number of nominations.  Although no one knows the exact figures (apart from the Weinstein’s),  some have reported that the promotional budget for The Kings Speech rivaled the millions the Weinstein’s spent on marketing Shakespeare in Love.

The Weinstein’s did a repeat performance with The Artist.  Perhaps the most effective PR and marketing campaign in history, considering they were promoting what in any other year would have been an obscure, silent, black & white, French film.  It received 10 nominations and 5 Oscars including Best Picture.

This year the front runners are Lincoln (12 nominations) and Life of Pi (11 nominations)—even though many are betting on Argo and Zero Dark Thirty.   Still, the Weinstein’s are behind Silver Linings Playbook and in the world of Academy Award PR and marketing, you can never count them out.

Copyright © Anthony Mora 2013

©A.M.P.A.S. “The 85th Academy Awards® will air live on Oscar® Sunday, February 24, 2013″. Photo. Live Orange Blog. 11 Jan 2013. 21 Feb. 2013. <http://live.orange.com/en/oscars-2013-django-peut-il-battre-lincoln-oscarnoms/>

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The Surprising Benefits of PR

December 17, 2012 Leave a comment

OMG-290x325I’ve written several articles on how to launch a campaign and why PR should be a major part of your marketing plan, but what about why you should launch a public relations campaign.  What are the main upsides?  There are the obvious benefits that come from launching a successful PR campaign.

For example, via a strong media outreach you can:

  • Reach your target market
  • Gain the validation and legitimacy of being featured in the news
  • Establish yourself as an expert in your field
  • Land more customers
  • Sell more products
  • Build and establish your brand
  • Enhance your reputation

These are some of the primary benefits that come from launching a media relations campaign, but in the two decades I’ve run a PR agency, I’ve seen some surprising, unexpected benefits come from PR outreaches.  The following is a list of some of the more remarkable opportunities that have come to clients from their PR campaigns:

  • A client who was going to self publish a book received (and accepted) an offer from a major publisher
  • Another writer did self publish his book and then had it picked up by a major publisher
  • A client was able to secure national and international distribution for his product
  • A film producer landed a distribution deal for his film
  • An artist was offered work with a major film company
  • A medical expert was offered his own health show.
  • A client was offered a semi regular spot on a morning TV show
  • A client landed a national commercial.
  • A client was offered a regular role on a reality TV show
  • A singer was offered a record contract
  • An actress was offered a role in a major feature film.

These are just some of the benefits that have come to clients from their PR campaigns.  That’s not to say that every public relations campaign is going to result in similar opportunities, but one of the most exciting aspects of PR is that you never know.  Let’s say a campaign brings you more clients, establishes you in your field and helps build your business, that’s time and money well spent.   But, as the above list illustrates, once you start to establish yourself, your brand your products, your business, your service, your book, your art, your film, or whatever it is your promoting through the media, magic really can happen.

Copyright © Anthony Mora 2012

 

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Producing A Film? Create Your PR Plan First

December 7, 2012 1 Comment

Film PRMaking a film can be a magical experience, but  many filmmakers get so excited about and engrossed in the making of their film that they forget producing their film is only step one.  Actually the production of your film should be pretty far down the line in your film to-do list.  Particularly when it comes to new filmmakers, the excitement of making a film, and all that is involved in scripting, pre-producing, casting, production and post production, has a tendency to become all consuming.  Creating the film becomes everything.  But here’s the question, what are you going to do once your film (filled with joy, enthusiasm and dreams as well as blood sweat and tears) is completed.  How are you going to get your film, promoted, marketed, distributed?  How are you going to build that bridge between your finished product and your audience?

If this article were actually a script, we’d be having a flashback sequence here.  We flash back to the incarnation of your project.  We would fade back to before you edited, shot, cast, or wrote your film and add a new focus to the process.  In this sequence your new flash back approach in the past would change your future.  You’d figure out a game plan outlining how to PR, promote and market your film.  Your new public relations plan would act as a guide, as a roadmap as you moved forward in your filmmaking process.  It would be a bridge-building process between you, your audience, distributors, potential investors and influences.  It would be the focus that helped insure your film would have a strong shot at succeeding.

So many filmmakers come to me after they’ve finished their film.  They’ve been so wrapped in the process and the project has inevitably gone over budget.  They didn’t consider a marketing campaign before they started production and now have very little money left for marketing.   There’s often little I can do for them at that point.  Those I have most success with either start with me during pre-production, or from the start realized that marketing was an essential part of the game plan and kept that in mind during the production process.

Ideally you want to start promoting your film and creating a buzz online and in the media before you finish shooting or editing your project.  A well thought out media relations and social media campaign can serve you in a number of ways.  Keep in mind, depending on your needs; you are going to be addressing different audiences with your media relations campaign.   One outreach could be directed to the general public, another to a more targeted grout of viewers, another to distributors and still another to possible investors.  You can also start creating a buzz for upcoming projects while promoting your current film.

So dive into your film project.  Make the very best film you can.  But be smart about it.  Make a PR and marketing campaign an essential part of your film’s game plan.  You don’t want to end up with a film that a few of your friends see, or gathers dust in your home, or gets submitted to a few film festivals and then fades away.  You’ve put your heart, soul, time and money into your film project.  You now owe it to the film and to yourself to give it a chance to succeed.

Copyright © Anthony Mora 2012

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I’m not Interesting Enough to do PR

November 20, 2012 1 Comment

There are those people who think that anything they do should be featured on the evening news.  It’s nice to have a strong ego, but sometimes it’s a bit much and as a PR consultant it’s often my job to tactfully let someone know that.  Then there are those who think that they’re just not interesting enough for anyone to take note.  This is the flip-side of the star mentality. If you suffer from this problem, which I’d dub dullitits, get over it.  The scenario usually goes something like this, you’re too bland, too shy, your business is too dull, no one is going to care about anything you have to say. Why should you even bother trying publicity? It’ll never work anyway.

I’m sure that there are some professionals that shouldn’t utilize public relations. I suppose that if you’re in the CIA, chances are you don’t want to broadcast it all over the news. But in the majority of cases, most businesses and entrepreneurs can utilize effective public relations to build their business.  For example, entrepreneurs who want to build their company, or launch a new product, professionals who want to highlight their service, healthcare practitioners who want to increase their practice, painters or sculptors who want to bring their artwork to a larger market, a professional who wants to establish him or herself as an expert in the field.  From my experience, just about everyone falls  into one of those categories. If you do, and you want to utilize the power of publicity to attract clients, build your business or establish your brand, stop thinking negatively. Believe me, you have a story to tell.  Everyone is interesting, every business has an aspect to it that makes for a good story, every field has interesting stories to tell.  Remember, you are the only “you” around. There might be others in your filed, or that run similar businesses or practices, but there is no one quite like you.  No one has your particular angle or your story.  No one does what you do quite like you do it. Whether you know it, or even want to believe it, you’re original, you’re unique. So start viewing yourself that way.

It helps to distance yourself from the situation. Pretend that you’re hiring yourself to represent your company, or your business, or product, or even yourself. How would you approach this assignment?  View the situation objectively.  What steps would you take? What advice would you give? Would you accept: I’m not interesting enough as an excuse to stop moving forward?  I’d bet not.  Don’t let your fears and doubts stop you. Remember, no matter how confident some people seem, most people have some secret doubts about not being interesting enough or not being success material. We’re all success material. Part of achieving success is working through those doubts and fears and moving forward toward your success.

Copyright © Anthony Mora 2012

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“Bully” and the MPAA PR Dilemma

April 3, 2012 Leave a comment

“Bully” opened in a limited release on Friday, leaving theaters to decide whether they should let underage teens in or not.  Harvey Weinstein chose to release the film without a rating after loudly and repeatedly objecting to a controversial decision by the Motion Picture Association of America to give the film an R, which means anyone 17 and under needs an adult with them to get in.

Weinstein has brought his objections along with his army of celebrity supporters to magazines and talkshows, but the MPAA refused to budge and the R rating has stuck, which the Weinstein Co. argued would bar its target audience: teens.

“Bully” is said to have received the R rating because in one scene a bully uses profanity.  If sticking to the letter of the law is its sole purpose, the MPAA is doing its job, but at what cost?  The kids who could most benefit from this film are being locked out.  And why, because of language they hear every day on the playground by those very bullies being documented.  The Hunger Games, a film about kids sent to hunt and eat other kids, ended up with a PG rating.  Go figure.

To quote a recent article by AO Scott in the New York Times: “There is little swearing in the movie, and a lot of upsetting stuff, but while some of it may shock parents, very little of it is likely to surprise their school-age children.” Whose sensitivity does the association suppose it is protecting? The answer is nobody’s. That organization, like the panicked educators in the film itself, holds fast to its rigid, myopic policies to preserve its own authority. The members of the ratings board perform a useful function, but this is not the first time they’ve politicianed us.”

By sticking to this decision, the MPAA is doing irreparable PR damage to its own brand.  It is presenting itself as a dated, archaic system.  “Bully” on the other hand is generating more buzz and PR than it ever could have without this controversy.  Harvey is doing his PR magic.  He and the legion of star power champions of the film are garnering more exposure for the film than any marketing or ad campaign could buy.

Regardless of the rating and the controversy, “Bully” is an important film and one that should be watched by kids and parents.  The problem is how to get the kids to see it.

Copyright © Anthony Mora 2012

Allocca, Dave. “Lee Hirsch (left) and Alex Libby.” Photo. People. 02 Apr 2012. 03 Apr 2012. <http://www.people.com/people/article/0,,20582921,00.html>

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Promoting Your Movie via the Media

December 12, 2011 1 Comment

You see your job as director or producer (or both) but not as marketer.  Well, if you want to maximize your chances of getting your film out there, it’s time to get comfortable with this new role.  Whether you promote and PR your film on your own or hire a firm to do it for you, you can effectively create a buzz for your film and you will maximize your chances of building your audience and fan base.

By actively promoting your film, you’ll maximize your chances of:

  • Building awareness for your film within the industry
  • Increasing your audience and fan base.
  • Securing a distribution deal.
  • Establishing yourself as a director, producer or writer within the industry.
  • Generating interest for upcoming projects.
  • Securing financing for future projects.

Using PR and media relations to establish your film and/or production company is the most validating and legitimizing route.  By appearing in the media you establish yourself as a presence and a player in the industry.  You gain the validation of be covered by and featured in the news.  I’ve written other articles on how to launch an effective public relations campaign, which would be worth reviewing.  Your best bet is to bring a company or consultant on board that has experience and can work with you to launch an effective campaign.  If that’s not possible, do some homework, learn the process and give it a stab on your own.

Along with launching a PR and media relations outreach consider adding the following:

  • First and foremost create a compelling website or a blog with a compelling design and an easy to read layout.  This doesn’t have to be a bells and whistles affair.  Make it clean, easy to read and simple to navigate.
  • Utilize Social Media including Facebook and Twitter.
  • If you have a small budget for it, consider running Facebook and Google ads; consider forum marketing.
  • Edit some compelling, short videos to use as teasers for your film
  • Tag your videos.  Be sure to use keywords that effectively describe your videos in the associated tags for effective SEO.
  • Submit your video to directories and social bookmarking sites to help up your Google ranking

There is quite a lot you can do to help market, publicize and promote your film.  I believe that the most effective approach is to combine blogging and social media marketing with  traditional PR and media relations.  As a filmmaker, this is an exciting time.  Now more than ever you can take steps that can help ensure the success of your projects and your careers.  Be bold.  Go for it.
See you at the movies.

Copyright © Anthony Mora 2012

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