PR Tip of the Day: Developing the Media Mindset

What makes a man tick?Once you’ve created a list of possible PR ideas and media pitches, it’s time to start thinking like the media.  Put yourself in the place of an editor or producer that you’d like to pitch.  Now study the story ideas you’ve come up with.  From the media’s perspective, which of the stories would be the most appealing?  Don’t look at it from your perspective.   Viewing your pitch as a journalist, how and why would your PR pitch work?  Now drill down even further, which of your ideas and pitches work for women’s magazines, men’s magazines, or general interest publications?  Which ideas work specifically as TV pitches?  Remember TV is a visual medium; you want to present stories that offer more than just a talking head.  When pitching TV, think in terms of the strongest visual stories you can present. Different pitches will interest different outlets.  Take the time to develop and then match your pitch to the appropriate media outlet.

Copyright © Anthony Mora 2013


What’s Your PR IQ- Part 2

When it comes to marketing, this is one of the most confusing times for business owners professionals and entrepreneurs.  Marketing is changing.  What works for one business, could be a waste of time and money for another.  Still, many still believe they intuitively know the ins and outs of launching and implementing an effective PR campaign.  Sadly that is seldom the case.  In part one of “What’s Your PR IQ?” I discussed defining your business, defining your target market, thinking in terms of stories and writing a press release, but there’s much more to consider before launching and implementing an effective public relations campaign.

Study the various media outlets. You don’t have the same conversation with every person you know, so why would you send every media outlet the exact same release? Each media outlet has different story needs and a different audience. Tailor your releases and your pitches to each specific media outlet.

Less is more. If you’re thinking of sending out a huge press kit filled with reams of paper, photos and brochures, think again. This may work when pitching clients, but remember the media is interested in only one thing – a good story. Burden them with pounds of useless information and they’ll see you as a nuisance.

Examine all of the available angles. Your first pitch may not work. Be creative. Keep at it. Eventually you’ll hit on the right one. Media outlets vary. Each magazine, newspaper and TV program has different needs and demographics. Each time you’re preparing to pitch a story, put yourself in the place of that editor or segment producer.

Work backward. Approach it from the media’s perspective, and you will be much more creative, and more effective. What would make a disinterested party want to catch a segment or read an article about you or your business? Once you hit on the “hook,” you have a story.

Learn how to meld a traditional PR campaign with blogging and social media.  Don’t think in terms of doing online marketing or traditional PR. The two go hand in hand.  Facebook and Twitter explode whenever a story breaks on TV.  The mainstream media gives the story credence and validation and then the bloggers and social media sites pass the information along, or discuss it, agree, disagree, analyze, etc. That is why getting a story into the press via traditional PR is so important.

Be patient, be persistent and prepare for success. This is the toughest concept to master. Some campaigns hit a home run in the first week, but most take time and persistence.   But the wait and the work are worth it.  An effective campaign can grow your business, increase your cash flow, build your brand and establish you as the expert in your field.

Copyright © Anthony Mora 2010

Small Businesses Need Marketing Campaigns Even in an Economic Downturn

“Without promotion something terrible happens… Nothing!” If anyone ever knew the power of promotion it was PT Barnum. And in this case he nailed it right on the head. During economic rough times most businesses choose to cut their marketing and promotion and sadly prove PT’s point over and over again – nothing happens. So let’s say instead of hiding under a rock and praying the clouds will lift, you take some marketing steps forward. Maybe launching a full blown advertising campaign won’t work for you right now. Perhaps that’s too cost-prohibitive. So why not get creative and launch an effective public relations campaign? Find a PR firm that specializes in media placement and work with them to develop story ideas and media hooks that will get you in the press. Remember a media relations campaign is generally far less expensive than advertising. It not only reaches your target market, but also offers you the legitimacy and validation of being a news story.

Brainstorm Your Small Business to Success

1)  “Two-thirds of promotion is motion,” so said a wise person.   And for some reason motion is the hardest part.  We can plan, chart, prepare, outline and strategize, but without moving forward nothing is going to happen.  An effective promotional or public relations campaign is your lifeline to your customers, particularly during rough economic times.  But you want to be savvy, creative and think outside of the box.  Find two aspects about your business that makes it unique, maybe it’s how it got started, or a unique way that you deliver your product, or an anecdotal story about a client or a customer.  Brainstorm, write them down.  Now you not only have two unique stories that would interest the public, you have the makings of an effective PR campaign for your company.  The bottom line is, whether you believe it or not, all of you have interesting stories to tell.  The trick is to find the stories that not only interest you, but also interest the public and the media.  So with that in mind, why not use this as your starting point, share your unique business stories with us?  It would be great practice, plus, you never know who will see them.  You’ll also help others realize that they too can come up with interesting story ideas and media hooks which can land them media coverage. 

Making Money in an Economic Downturn

Recession. Economic downturn. Tough economic times. Makes you want to hide under the covers until the storm passes, right? Maybe, but that’s the wrong approach. Let’s move from fear to facts. A number of studies show that companies that continue or increase their marketing and public relations efforts during tough economic times consistently outperform those who slash their marketing efforts during rough times.

Think about it. If most companies are reacting in a turtle-like fashion and hiding in their shells until the sun comes out again, there’s less competition out there; less companies are launching PR campaigns, fewer are reaching the public with effective marketing efforts. Suddenly you have media outlets that are looking for stories, particularly some good non-doom and-gloom stories. If you’re a savvy business person you know this and understand that this is precisely the time you can have a greater impact and get a bigger bang for your buck. So, look at tough times as your chance to reach your target market and build your business.
Copyright © Anthony Mora 2008
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My Book’s Self-Published Can I still get Media Coverage?

When it comes to media placement, it just doesn’t matter anymore whether your book is published by a major house or is self-published. In the last few years, only once have I come across an objection to running a story because an author’s book was self-published.

A few years back a story we pitched was rejected by CNN, because the author we were
pitching had self-published his book. We pitched it three times and received three passes.
Well, we had also been working on other media fronts, and a few weeks later called back
explaining that the author and his book had been featured in both Newsweek and USA Today. Three hours later we received another call from CNN stating that they had thought it over and wanted to move forward with a segment. The author was interviewed on CNN. The moral is, if you get a “no,” keep working it and offering different angles until you turn that “no” into a “yes.” A self-published author’s real struggle has to do with distribution and marketing. When it comes to media relations, if you do it right, you can play in the same ballpark as the majors. As a matter of fact, I sometimes think that self-published writers fare better than their house-published counterparts because they are under no illusions. They don’t assume that some big entertainment conglomerate is going to use all of its muscle and turn their book into an overnight sensation. They realize that if success is going to happen, they’d better get to work, and fast. Your book was written to be read. Use the magic of the media. Get it out there.

Copyright © Anthony Mora 2008
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Pitch the Story, Not Your Book

So, here’s where publishers and I usually differ, whereas most publishers pitch the book, I prefer to pitch the author. I have had quite a few heated discussions with publishers about this approach. I understand their perspective, they published the book and that’s what they want to promote. The only problem with that approach is that it’s wrong. Pitch your book and you have a certain number of stories and media hooks, pitch yourself, your life experiences, your anecdotal stories and your book and you’ve suddenly broadened the bulls eye.

Remember, when it comes to landing media coverage, it still all comes back to the media hook, to offering them a strong story. It’s the story that will interest the press. Don’t simply send out your book and information to the media, thinking that they’ll be so knocked out by your writing or the book’s subject matter that they’ll be clamoring to interview you. It seldom works that way. Develop hooks and story ideas that you can use to spotlight your book. If your book is non-fiction or a how-to this becomes a much easier task. We have represented authors who have written books on fashion, beauty, health, relationships, sex, and a variety of other topics. Even though we focus on the books in our campaigns, we do not limit ourselves to the book exclusively. Our objective remains the same: to establish our clients as experts in their field. The book becomes a part of the story, but it never defines the entire campaign. If you can place an article in a magazine or a segment on a talk show that revolves specifically around your book, you’ve hit pay dirt. But that’s not always an easy task. Certainly pitch your book as one of your hooks, but don’t limit your campaign. Come up with other story ideas which can include your book, but do not revolve specifically around it.

For example, we worked with a psychotherapist who wrote a book on how to save a troubled marriage. Although we included the book in all of our pitches, the focus remained on the psychotherapist’s expertise in relationship issues. We pitched the women’s magazines and talk shows, relationship-oriented stories in which our client could appear as an expert. The media reacted well to our pitches and interviews were scheduled. Although some of the stories were about marriages and romantic relationships, others were about other types of relationships, such as parent child relationships or sibling relationships. Even though those issues did not
revolve specifically around the topic of our client’s book, she could expertly address them. When she appeared on talk shows, our client was introduced as the author of her book and was asked questions about her book during the interview. Although the shows themselves did not always revolve around the book, the book and client were always highlighted. If we had insisted on segments or articles that only featured or revolved around the book, we would have severely limited the media opportunities. We were branding her as an expert. Whenever she was interviewed, she discussed her book, which garnered her book more coverage and led to more media specifically focused on her book. The approach worked.

So, broaden your media horizons. Make a list of all the potential story ideas about you, your journey and your book and start writing again – writing press releases that is.

Copyright © Anthony Mora 2008
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I’ve Published a Book – When do I get on Oprah

So you finally did it. You wrote that book you’ve been threatening to write, sent it to
publishers, amassed a mountain of rejection slips, but finally found that right publisher. Your manuscript was accepted. You’re going to be a published author. Great – you can now turn your attention to your next book. Your first book’s finished; your publisher will take care of everything from here on out. You’re Oprah segment is just a matter of time, right? Surprise!

At my firm, we run the gamut when it comes to representing authors, from self-published, first-time writers to writers who have landed multi-book deals with major publishers and, I am sad to report, the one common link among all the authors we work with is that, unless they are already household names, few seem to receive much support from their publishers.

It would be easy to blame the publishing company’s media relations departments, but most publishing companies have slashed their in-house staffs and their publicists are overloaded. Every month, up to thirty books are dumped on a couple of in-house publicists. It’s an impossible task. And unless you have name recognition or have written a shocking expose that the entire world is waiting to read, chances are you and your book will get lost in the shuffle.

Whether you are self publishing or are publishing your book through a major house, this is one instance where I strongly recommend you hire an outside PR firm that understands book media relations to implement your campaign. This is one time you don’t have the luxury of learning as you go. You need to launch an effective campaign even before it’s published. If you want to have it reviewed, you need to send a copy of your book, or the galleys, to reviewers, often as long as three months before the publication date. Once it’s published, you immediately want to hit the local media, the talk shows, and the national press. One area you definitely want to focus on is national and regional radio outlets. There are hundreds of regional and local radio talk shows and current event-oriented programs that feature books and authors. These interviews are almost always conducted over the phone. You can be at home in your bathrobe, discussing your book, while thousands of people listen.

Even if you are publishing with a major house, I suggest that you approach your book’s PR launch as though you’re self publishing your book. View your publisher primarily as a printer and distributor and assume that all of the responsibility for securing publicity for your book rests firmly on your weary shoulders. Try to convince your publisher to pay for at least two to three months worth of outside media relations. If your publisher launches a campaign for you, that’s great, but don’t count on it doing a heck of a lot. You don’t have the luxury of being wrong. If you assume the media relations will be done for you and it’s not, by the time you discover your error it will be too late. You’ll keep waiting for the phone to ring and for that Oprah segment to magically appear. Take your PR campaign into your own hands. If possible, hire an outside firm to handle your campaign for you. You finally have your book. Make the most of it. Don’t miss your window of opportunity.

Copyright © Anthony Mora 2008
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Utilizing Your Press Coverage

Too many people only look for the immediate results that a magazine article, radio interview, or TV segment can bring. In this simplistic equation, if a story brings in business or, at the very least, inquiries from prospective clients, it was a success, and, if it did not, it was a failure. A story that doesn’t bring in immediate response is not utilized further, then indeed it is a failure, but that is due to the person who implemented the campaign. There are countless ways in which you can effectively utilize copies of articles or tapes of programs you have appeared in. This media can be like gold if utilized properly. But this is where you really have to do both work and homework. This is the one area where, even if you have hired a media relations firm, you’re on you own.

Most firms will place you in the media and use your media appearances to interest other media outlets in interviewing you. But don’t rely on a media relations firm to fully maximize the various ways that your media can help your business or career grow. Be inventive and creative and to effectively utilize your media in as many ways as possible. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances. When writing or talking to the media, let them know about other segments or articles you have appeared in. Mention your media in your ads, flyers, newsletters, and brochures. Review your articles and interviews, and look for any particularly impressive quotes about you or your business that you can highlight in your ads or marketing.

If you have a staff or employees, teach them to use the media you have been featured in their pitches or conversations to both clients, and prospective clients. Teach your employees to utilize your media. If they are talking to a prospective client, patient, or customer, it never hurts to have them mention that you, your product, or services were featured in a magazine or TV program. Work with them; come up with ways to weave your media appearances into their conversations and discussions.
Copyright © Anthony Mora 2008
For further information visit:

That’s What Makes Media Magic

What truly makes this process magical is that when you appear in the media, regardless of how big or how small the outlet, you never know who’s going to see it or what opportunity is going to come your way because of it. A local Los Angeles-based newspaper once ran a story on my company, which elicited almost no response. I was a bit disappointed, but it was a great article and made for a wonderful tear sheet to use in my media package. A few weeks later I received a call from an author in Florida who had been sent a copy of the article and wanted to hire us. Florida? In three weeks I had not received one call from the Los Angeles area in response to the article, and here I was receiving a call from Florida. Apparently a friend of the author, who lives in Southern California, had seen the piece and mailed it to her. The author explained that the article, which focused on my firm’s ability to place clients on national talk shows, interested her. Her book was about to be published, and she wanted to appear in the national media, especially talk shows. She signed with us, and we were able to launch a very
successful campaign for her. Our relationship with the author led to a relationship with her publishing company, which resulted in us working with other authors they represented. So, even though, the article only brought us one phone call, that one call was a great one. Because of that one piece, we developed a working relationship not only with the author, but with her publisher. The article also served as a great tear sheet which I can send to other media outlets as well as to prospective clients. So look at the big picture when viewing your public relations campaign. You never know who is going to see or read a particular story, and if you don’t do the interviews and utilize your press, you never will.

You’re Placing a Story Where?

Every client’s happy when we place them on the Today show or Oprah or in Newsweek, but they’re not quite as overjoyed when we place them on an Internet TV outlet or in an obscure magazine. I know there are times my clients find my choice of media placements bewildering. The media outlets are too small, too insignificant, too obscure. They don’t reach the client’s direct target market. Why do it? There will be no response. It’s a waste of time and money.

Not really. We place the stories, because we know that we can use them to our advantage. We can use that media coverage, to help garner other coverage, to help land more articles and other TV interviews. It’s important to have a broad perspective and see the whole picture. The process isn’t as obvious as it may seem at first glance. Instead of just asking if a particular story will bring in immediate clients or calls, ask yourself if that story will help you garner other media, or if will it be useful to you in your overall marketing plan. If you look at it from that perspective, you’ll soon start to see that press coverage, whether large or small, can all be of use to help build a powerful and effective media campaign.


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