Cold Calling in Reverse: A Unique Approach to Signing Clients & Selling Products

May 4, 2012 1 Comment

You know what it’s like, you have your list (which you’ve either put together on your own- spending a lot of your time, or you’ve purchased one, spending a lot of your money) and you’ve practiced your pitch.  Now it’s time to pick up the phone and start making the calls.  Off you go trolling for clients, hoping to turn a cold call into a warm prospect into a paying client or customer.  It’s not easy.  It’s actually one of the toughest parts of business.  Keeping the pipeline filled with warm prospects is never an easy task, and cold calling is only one approach.  What if there was a way to get prospective clients to call or email you?  A dream?  Nope, it’s possible.

Media relations is a unique form of marketing. Unlike advertising or direct marketing, with public relations you can’t pick and choose specific outlets and dates that your story or segment will run – that is the challenge of PR. Yet, on the other hand, when a news story does run on you or your business, you are positioned in a unique and powerful way. A feature in a magazine or newspaper or a segment on TV or radio positions you as an expert and positions your company or product as a news story. That type of coverage offers you validation and credibility that no amount of advertising can buy. With PR you reach your target market and build your brand via the media.

Now combine traditional public relations with a social media approach. The lines between traditional PR and social media are blurring.  Land a story in a traditional magazine or newspaper and chances are that media outlet will have an online presence.  With that one move you’re suddenly edging closer to the social media world.  All you need to do is tweet the link or post it on Facebook and there you go, a traditional media campaign has now melded with a social media campaign. On the other hand, an interesting social media campaign can grab the attention of a magazine, newspaper or TV show and a social media phenomenon can become a mainstream news story.  It’s a two way highway and one that if worked well, can be an amazingly effective approach.

Marketing-wise, social media is opening new worlds of possibilities.  By combining your social media strategy with a traditional PR campaign you can create a powerful two-pronged approach which results in more followers, more buzz, more customers and more business. Also social media is a great example of how people can create conversion through conversation. It is also an avenue that can be used to transform public relations into personal relationships in order to build and grow a brand and a business.

The best part of this blended approach to marketing is that instead of you making cold calls to interest prospects, suddenly the phone rings and emails show up from prospects wanting to talk to you.  That’s always a nice conversation.

Copyright © Anthony Mora 2012

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What PR Can Do That The Law Can’t – And Why That Matters To You

April 23, 2012 Leave a comment

Perhaps one of the most striking examples of how public relations, specifically media relations, differs from any other form of marketing is the way it can bring stories that the legal system has hit roadblocks to light.  PR can bring these stories to the public, and through media exposure enact change.  I can think of several cases that were floundering or caught in legal gridlock for one reason or another that were brought to public attention by the media, at which point the legal gears began to turn.  The media sheds light on a story that is shrouded in darkness and that light is often what leads to justice being done.  Those stories are often brought to the attention of the media by PR consultants.  Our company has represented clients locally, nationally and internationally where our focus was on bringing media attention to cases that, for one reason or another, were not being properly addressed through the legal system.  These are situations where PR can effect change when the legal system has hit a roadblock.

Not that your media needs or PR stories are going to be as serious as the one’s I’m referring to here.  But you see the basic point.  It’s the media coverage that gives those stories legitimacy, credibility.  PR brings them out of the shadows into the light of day and to the attention of the public.   In much the same way, media coverage can confer the credibility of being featured in the news to your story, service or product.  You are not presented as an ad or a commercial, but as the news.  That alone separates you from your competition.

Once you have the legitimacy of being featured in the news, you can take your media coverage and by using social media tools magnify and amplify your press coverage.  The combination of traditional media and social media makes for an incredibly powerful marketing tool.

Once you start to garner press coverage, you never know who is going to see, hear or read about you and that can result in totally surprising and unanticipated results. Always start a campaign with certain objectives in mind. Know your target market and outline your objectives.  Your gameplan will outline your primary focus.  But because of the powerful nature of the media, you never know what opportunities might arise.  I have witnessed some amazing results that neither I nor my clients envisioned. I have seen companies and careers built in record time, have had clients offered their own radio and TV shows after having been seen on the media. I’ve had clients offered positions in other companies, larger companies have offered buy-outs or mergers, and one client was offered complete financing on a new business venture after appearing on one talk show.

The bottom line is that media relations is an amazingly effective tool; it can effect social change and bring legal issues to light, but it can also brand your product, or company, build your business and substantially grow your customer base.

Copyright © Anthony Mora 2012

Faur, Peter. “Upset by the Reputation of PR? Get Over it.” Photo. Peter Faur. 14 Sept 2011. 23 Apr 2012. <http://peterfaur.com/2011/09/14/upset-by-the-reputation-of-pr-get-over-it#axzz1stciOT2O>

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PR Secret: A Good Story Will Get you in the Media Today

April 20, 2012 Leave a comment

With all of the new theories, programs, classes and seminars and master mind groups on how new media and social media are changing the world of PR, one thing remains constant, to be successful in the PR world, you have to have a story – good, compelling story with a strong narrative. All of the newest sites, gadgets, bells and whistles will get you nowhere, if you don’t have that in place.  Not that long ago, when the dot.com explosion firmly set on its head, the fact that AOL was set to swallow up Time Warner, was a story.  It actually should have been placed more in the realm of fiction, or better yet science fiction, but it sure as heck was a story; and one that received non-stop media coverage.  But if your company’s not about to gobble up Facebook, or Google, or Apple, how are you going to interest the media?  Some imagination and creativity on your part are in order.  You need the newest PR secret, which is also the oldest; you need a compelling story!

For example, if you’ve started a new website for your business, a press release announcing that your new site has been launched might get your company some ink in certain trade publications, you have a shot at garnering some online mentions on Yahoo and Google, but is that really what you want?  If you’re intent on launching an effective media relations campaign, you need to offer the media more than the fact you’ve created a new site.   What makes your site unique, special, different, or cutting edge?  What problems does it solve?  What questions does it answer?  How does it make a person’s life easier, happier, or more effective? 

This is no longer a one-story-fits-all world, and it’s imperative that a company develop press releases, hooks and ideas that will compel an editor, writer or producer to want to do a story. Think of the media less as a unified country than a segmented group of islands, each with its own interests, philosophy and needs.

What interests the Wall Street Journal will not necessarily interest USA Today, 60 Minutes, People, Vogue or your local media outlets.  The job of an effective media campaign is to interest each one of those venues.  Depending on  the campaign, the name of the game is to reach either a specifically targeted group or the largest number of consumers.  Each objective has its own strategy, but regardless of the strategy or objective, every campaign comes down to one main component; a good hook.

Copyright © Anthony Mora 2012

Snow, Shane. “8 Hot Media Trends You Need to Know.” Photo. Mashable. 19 Apr 2012. 20 Apr. 2012. <http://mashable.com/2012/04/19/hot-media-trends/>

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PR Secrets for Your Online Business

April 18, 2012 Leave a comment

Apart from Facebook and a few other IPO notables, dot.com IPOs no longer command the attention they did in the wild west of the late 1990s, and youthful billionaires, although still newsworthy, are no longer the big stories they were even two years ago.  These stories will continue to garner press, but they are not enough for a company to build a media presence around. The days of easy media are lost to the end of the 20th Century.  Already the 21st Century is a more demanding, more media-savvy time.

When dot.coms were still the rage, many internet companies turned to celebrities, hoping that by partnering with Whoopi Goldberg or Cindy Crawford, or some professional sports star, some of the stars’ fame and sheen would rub off on their online business. These companies were aware that the media love celebrities; and it is a star’s fame often that drives the media like moths to the proverbial flame.

But soon, even the celebrity factor began to wear thin; amazingly enough William Shatner survived as an online spokesperson, but overall internet companies found themselves faced with the same question that brick-and-mortar companies have faced for years: after the initial fireworks have cleared, how does a company consistently develop engaging and credible stories that will interest the media?

This is where public relations, specifically media relations and media placement come into the picture. When it comes to marketing a dot.com business, e-commerce site or internet product, a company must now broaden its scope to include an effective, story-driven media campaign. Unlike advertising, effective media relations can validate and legitimize a company – and for a fraction of what a comprehensive ad campaign costs.

This is not to say that when marketing an online business advertising and public relations are mutually exclusive. The two have different tasks to perform and one reinforces the other. Both can be vital to a successful overall campaign.  But in the 3.0 world of marketing it’s a mix of social media marketing and traditional PR that offers the most successful form of marketing.

During the dot.com heyday, many e-commerce companies did advertising overkill which cost-wise had a tendency to kill their business; most ignored or under-utilized the immense power and effectiveness of a well-targeted media relations campaign. Many figured that the more money they threw into an ad campaign, the more successful they’d be.  Few did their homework, thinking out of the box, and developing unique, compelling hooks and distinctive story ideas.

Meanwhile, the media began suffering from a bad case of dot-com burnout, which continues to this day.  It’s no longer enough to simply send out press releases announcing that a new site has been launched. Every day, thousands of press releases and pitches flood the email, snail mail, phone and fax lines (yes there still are some of those) of every media outlet in the country.

If a company wants to be noticed, or heard above this deafening roar, it better to know what each particular media outlet wants, understand each particular outlet’s demographics, and know how each editor or producer likes to be pitched.   Marketing has come full circle.  Once again it is all about the story.  Successful public relations comes down to having a credible, effective, engaging and instructional story to tell.  And that’s good news.  It means that the smallest, most cash strapped company has a chance to shine.  It simply needs to be creative.  When it comes to PR and pitching the media, remember, your story is your fortune.

Copyright © Anthony Mora 2012

Craig. “Advantages of Having an Online Business.” Photo. U2. NET. 29 Sept. 2010 18 Apr 2012. <http://www.uk2.net/blog/advantages-of-having-an-online-business/>

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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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“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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The NFL’s PR Dramas

March 26, 2012 Leave a comment

Last week the NFL was able to muster more PR coverage than it generally does during the height of the playoffs.  Last season not only was Time Tebows’ jersey the number two selling jersey in the league (you’ll have to look up number one); his story captivated a good deal of the season media coverage.  Tebow was covered on nearly every media outlet.  YouTube was filled with videos of people throughout the globe hitting the famed one knee Tebow stance.  For many who had just a passing interest in the sport, Tebow not only was football, he eclipsed football.  He certainly was the main topic of conversation in Denver.  He was their quarterback and was bringing Denver back to its glory days.  Well, what a difference a few months makes.  Tebow is now a backup quarterback in New York and Broncos are Payton Manning’s team.

The Denver quarterback drama wasn’t that hard to figure out.  It would be difficult for a team to pass on one of football’s best quarterbacks for one who is learning the robes and has so many question marks.  The real drama was in San Francisco, where Alex Smith, who nearly took the 49ers to the Super Bowl, discovered that for several days he was in the same position that Tebow was.   Yes, he’s back with the Niners.  But considering how his team was flirting with Peyton Manning, it will be hard to go back to things as usual.  A three year, $24 million deal helps to ease the pain, but still, it can’t be easy to know that the powers that be were that close to letting him go.  True, Smith isn’t Manning, but last season much was made of how, 49ers coach Jim Harbaugh backed Smith at every turn and stated that Smith was their quarterback for the long haul.  At least until a Peyton Manning shows up.  But Manning goes with Denver, Smith stays in San Francisco and who knows what anyone really feels.

The NFL certainly received more than enough media coverage during the Manning frenzy.  It was PR heaven for the league.  A perfect film scripted media relations blitz.  The same can’t be said for the other high profile NFL story that buzzed through the media.  The New Orleans story was more of a PR nightmare than a public relations dream.    On Friday, Saints coach, Sean Payton offered an apology.   In Payton’s first formal statement since the NFL announced his season-long suspension, he explained that he took “full responsibility” for the bounty scandal that led to unprecedented league sanctions against the New Orleans Saints.

Still there are also PR benefits to the Saints bounty story.  Although initially it can be seen as a media relations black eye, the league acted quickly and decisively.  The penalties handed down deliver a clear message that the NFL will not tolerate bounties. The severity of the penalties is unparalleled and media-wise that works in the NFL’s favor.

Copyright © Anthony Mora 2012

“Petyon Manning Tim Tebow.” Photo. Fan IQ. 21 Mar. 2012. 26 Mar 2012. <http://www.faniq.com/blog/Peyton-Manning-and-now-Tim-Tebow-Blog-45962>

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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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