Beyoncé’s Furious Fan Furor

June 14, 2013 Leave a comment

Screen shot 2013-06-14 at 4.43.23 PMSo Beyoncé fans are mad as hell at a fashion sketch that portrays the top selling singer as a rather emaciated gal with toothpick legs and an all but nonexistent waist.  The news spread like wildfire from traditional outlets such as CNN to blogs and social media.

Roberto Cavalli, the designer who created the multicolored, flowing gown that the apparently starving superstar singer wears in the illustration, explains  that her rabid throngs of fans are simply overreacting.

Screen shot 2013-06-14 at 4.43.28 PMThe Cavalli fashion house explained that the illustration is “a sketch and not a photo, and therefore it is only meant to be a stylized and artistic vision.”  This explanation was offered in a post on its Facebook page.  “Roberto Cavalli loves women and more than anything else has always exalted and highlighted the female shape with his creations, building his signature style on the glorification of sensuality and femininity.”

So Cavalli simply created a sketch of Beyoncé and had no idea that the followers of the superstar, who is known for her curvaceous figure, would react the way they did.  That could explain it.  That could be exactly what happened.

I seriously doubt that Cavalli and his PR team understood full well how Beyoncé’s fans would react and released the sketch precisely in order to stir up controversy and generate more media  coverage and online buzz for the designer and the fashion house than millions in ads could buy.  No, that can’t be.    It was simply a misunderstanding.  Right?

Copyright © Anthony Mora 2013

 

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How To Maximize A Media Interview

June 13, 2013 Leave a comment

tv-interviewYou’ve landed an interview on TV, radio or print.  Great.   Now you want to make the most of it.  Start by keeping your answers concise and on point.  It can be difficult, because interviews are conversational in nature and whereas they feel like conversations, they’re actually two different agendas.  You have an agenda and the interviewer has an agenda.  Yours is to deliver your main points, the interviewer’s is to entertain his readers, listeners and viewers.

With print interviews you have the luxury of being able to discuss things in more depth.  On radio and particularly on TV, because of the time constraints, you want to be sure to hit your main points but not to elaborate too much.  You want to focus on staying on message.  In regular conversation one topic generally leads to another and that to another, etc.  During an interview you don’t want to let yourself meander in that way.  If an anecdote illustrates the point you’re trying to make, that’s great, but you want to make sure that all of your conversation in some way furthers your message.I’d suggest developing a cheat sheet.  You can’t use this approach for TV interviews or radio in studio interviews, but you can for print or radio phone interviews.  Write out the main topics you want to touch on and points you want to make.  Don’t script your dialogue, but write out cues that will remind you of points you want to mention or anecdotes you want to use.  Your job is then to match your answers to the questions you’re asked.  You don’t want to force or shoehorn information, but there are ways to make sure you make your points.

For example, if asked a question that doesn’t quite fit your answers, give a short answer to the question asked and then segue with a phrase such as “what’s really important…” or “what’s really interesting is…” and then move to your main point.  Keep in mind that on TV or radio you only have a limited amount of time.  In that case come up with three main points that you want to share.  Your job is to get those three points out during the interview. If you get two in that’s great, but you want to shoot for three.   Put them in the order of importance.  Try to bring them up early in the interview.  Again, you don’t want to shoehorn them in so that it sounds forced, but you want to introduce them as part of the flow of the interview.  Once you’ve delivered those points, you’ve basically done your job; you can then relax a bit more and have fun with the interview.  If you wait until the end of the interview to introduce your primary points, there’s a very good chance you’ll run out of time, before you get to them.

On TV or radio they main thing you want to work on is a relaxed delivery.  That comes with being prepared, but you also want to keep in mind the basics such as sitting erect, being aware of your breathing and smiling (that works even if it’s not TV).

So, the main points are to focus on the information you want to deliver, practice delivering it in a concise manner, stay on point as you deliver your message and relax and having fun with the interviews.   Chances are you’ve worked to land them, now make sure they work for you.

Copyright © Anthony Mora 2013

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The 5 Most Asked PR Questions – Answered

May 29, 2013 Leave a comment

q&aHaving been in the PR business for over twenty years, I’ve been asked a number of questions about PR, media relations, marketing, publicity and the media.  Each person has his or her unique concerns, but overall there are five questions that I get repeatedly asked.  With that in mind, I’ve listed them below with a short explanation and response to each

1. Why should we use PR instead of advertising?

It’s less expensive, reaches your target market and gives you the validation and credibility of being featured in the news.

2. What is the difference between PR and marketing?

Public relations is a form of marketing.  It differs from advertising or direct marketing in that through PR you’re presented as a news story.  We pitch and place stories in the media , we do not buy ad or commercial space   PR are reaches your target market, but also offers you the validation of being featured in the media.  Your story is not placed as a commercial or as an ad, but as the news.

3. Why do I need traditional PR in the age of social media?

Traditional PR separates you from others on the various social media platforms; it amplifies and magnifies your social media outreach.  It’s a way of turbo charging your social media campaign.  Almost everyone is online these days, but it’s a select few who have been featured in the media.

4. Do I need a PR firm that specializes in my specific industry?

The industry specialization is not as important as the firm’s overall PR experience.  You need a PR firm that understands how to launch an effective PR campaign.  A PR consultant can learn about a particular industry but if he or she does not understand the PR basics, you’re in trouble.

5. Can’t I launch a PR campaign on my own or hire someone in-house to do the job?

You can, but when you hire a PR firm, you’re hiring a team with experience contacts and know-how.  You’re bringing on board the collective experience, perspective and contacts of an entire firm

If you would like me to elaborate on some of these points or have other questions about PR and marketing, feel free to shoot me an email.

Copyright © Anthony Mora 2013

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PR Tip of the Day: Developing the Media Mindset

March 8, 2013 Leave a comment

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

 

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Why Media Training Is No Longer About The Media

March 4, 2013 Leave a comment

media training blogIt used to be that you received media training to prepare to be interviewed by the mainstream media.  Makes sense, right?  Before you’re interviewed by your local newspaper, or appear on 60 Minutes you want to get some idea of what to say.  But times have changed; now if you have a website, or use social media, you, my friend, are in the media.  You are in your own media world, like it or not.  So, in truth media training is no longer about the media, it’s now about your media.

Our media trainer, Ann Convery, has trained clients to be interviewed by such media as Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, the BBC, Los Angeles Times, Vogue, People, Rolling Stone and countless other media outlets.  But now she’s also working with clients reviewing what they should say and how they should present themselves on their own videos, or how to communicate via social media.

So, to quickly answer the two pertinent questions

Do you need media training?  YES!

When?  NOW!

Media training teaches you how to communicate with your market, customers, prospects, influencers and, yes, the media.  It is no longer strictly for those of us in the PR or media relations realm

It is an invaluable experience and one that you need in order to successfully run your business whether you’re a producer, painter, author, or rocket scientist.

And if you decide to try and save a few bucks by giving up your search for a good media trainer and trying to do the session with your sister or hairdresser, don’t!  This is truly one of those cases where you don’t know what you don’t know.  Plus, what if the Today Show calls today wanting to book you on the show tomorrow morning?  Then you’ll be prepared, right?  And if they don’t call today, you’ll still be prepared to successfully communicate in your own media world.

Copyright © Anthony Mora 2013

 

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Why Effective Communication Can Make All the Difference in PR & in Life

October 19, 2012 Leave a comment

Sometimes being the best in your field isn’t enough.  For example, your company might make the best products, or you could be the perfect candidate, or you service might be the best in your field, but if you’re not able to articulate your message and connect with your target audience, you’re in trouble.

Most people think that they don’t really need effective interview skills; as they view it, that’s a skill needed by celebrities or politicians, or sports figures.  It’s not something they need to master.  Wrong.   If you’re launching a public relations or media relations campaign, you definitely need to master this skill.  But regardless of whether you’re launching a PR campaign or not, learning how to effectively communicate with the media, your clients, your prospects and your target audience is an essential skill. It’s an important skill for anyone in business, whether it’s an entrepreneur discussing a new product, a job applicant going on an interview, or an employee hoping to move up the ladder within a company.

This is a skill everyone needs to master, whether you’re launching a new product, discussing your company, your film, you artwork or your expertise, how you present yourself can make all the difference.  The information is important, no doubt about that, but the words you choose, the tone of your voice, your delivery and how you carry yourself will a all play an important part in how your message will be received.  Although an interview on CNN is different than a speech at a business meeting or an interview for a new job, in essence the basics of effective communication remain the same.  So, regardless of whom you’re speaking to, or the message you want to impart, the following are some basic communication tips to keep in mind.    

1)      Don’t decide to simply wing it.  Prepare.  Review two or three most important points that you want to get across.

2)      Never anticipate questions.  Wait until the question is asked and make sure you fully understand it before responding.

3)      Practice your delivery.  Give your presentation to a friend, or record it and listen to it objectively.

4)      Be aware of your body language.  Be aware of your posture.

5)      Relax.

Remember, you are the messenger and your delivery can make or break that interview, sale, presentation, or business opportunity.  Learn how to effectively communicate and you’ll be positioning yourself for success.

Copyright © Anthony Mora 2012

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Alice Cooper, Pat Benatar PR- & You

May 3, 2012 Leave a comment

I began in the media world as a freelance writer.  My focus was on music, primarily rock.  I learned how the PR and marketing machines worked, but also learned how working with their teams, rock acts formed their own brands and created their own legends.  For example, two of the rock stars I interviewed, Alice Cooper and Pat Benatar and Kate took very different paths and approaches, but both created an image and a brand that defined them, and made them quite a bit of money.

Alice (Vincent Damon Furnier) had perhaps the most fun of any rock star with his mage, paving the way for KISS and a plethora of shock rock bands.  The band was the house band at the Whiskey on the Sunset Strip and became the band to walk out on (something I had to admit to Alice that I had done myself).  As the image and act grew, he added guillotines, electric chairs, fake blood, boa constrictors, and baby dolls to his act, drawing on a number of  influences from horror films, and vaudeville acts, to the more theatrical Broadway musicals.  He pioneered an over-the-top, theatrical and uber violent brand of heavy metal created to shock and rock.  In person, Alice is a fun, funny amiable guy, who talks about his alter ego with a wink and a smile.

Not as over the top as Alice, Benatar created her own alter ego.  Initially Benatar’s focus was on classical and Broadway theatrical styles. Rock did not seem to be in the cards.  Inspired by Liza Millelli she quit her job as a bank teller and decided to give a singing career a stab.  Yet, Out of that Pat Benatar the rock sex goddess was born, which lead to two multi platinum albums and decades of success.  Again this was a case of creating a brand, an image and turning that brand into a career and an amazingly successful business.

You might think you have nothing in common with Alice Copper or Pat Benatar, but (surprise) you’re wrong.  Chances are you’re not launching a new rock act (then again maybe you are), but the basic gameplan of creating a brand and an image is the same whether you’re an entertainer, an entrepreneur, a physician, an attorney, a jeweler, or the owner of a new social media site.  You want to establish your brand.  You want to create that message, story and image that is specifically you and that separates you from the competition.  Your brand and story can be loud and carnival like or extremely subtle and sophisticated.  It depends on you and your company.   You’re image probably won’t have much to do with spandex, guillotines, or over the top make up.  Then again, if it does – use it!

Copyright © Anthony Mora 2012

 Ochs, Michael. “Alice Cooper.” Photo. Rolling Stone. 02 May 2012. <
http://www.rollingstone.com/music/artists/alice-cooper
>

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2 PR Secrets: Using Statistics & Offering An Exclusive

April 13, 2012 Leave a comment

You want to try various ways to interest the media.  But you want to make sure your approaches are appropriate.  The following are two public relations secrets to try.  One, using data and statistics in your pitch, just about anyone can use, you just have to get creative, the other, offering the media an exclusive,  is a bit more specific, but if and when you can use it can be a powerful public relations tool, as long as you follow the rules.

1) The media loves data, numbers, statistics and anything that will make a story seem weightier and more concrete.   So, your job is to come up with some unique data and statistics and tie it into your pitch (or pitches).  If you can offer the media information and data that is unique, you’ve got a great chance at piquing their interest.  People love statistics and so do the media. Statistics (percentages and numbers) seem real, whether they are or not. Stats are great to offer to producers, writers, editors, bloggers & media outlets. It gives them a hook, something to work with. They can use your stats and then your quotes to come up with interesting, off beat and fun sound-bites, articles, and segments. Using statistics in your pitches is an excellent way to give an editor or producer a good media hook, and garner media coverage for you and your company.

2) If you have information that is truly unique, contact some targeted media outlets and offer to give them an exclusive.  I hesitate to add this, because for that approach to work your story and pitch truly has to be newsworthy.  If you call a top mainstream media editor or producer and offer an exclusive about a new product or service you’re pitching, you’re not only going to be wasting your time and their time, you’re going to alienate them.  Chances are when you try your next pitch; they’re going to ignore it thinking you don’t understand what real news is.

In the real world, you’re seldom going to be in a position to offer an exclusive.  Those generally revolve around breaking news, celebrity news, politics, crime, etc.  But if you do hit on a story of that importance and offer an exclusive, you are honor bound to stick to it.  Don’t offer an exclusive to 60 Minutes and then turn around and offer the story to a network morning show.  I use that example, because several years ago, that’s exactly what happened to me.  I offered 60 Minutes an exclusive, they accepted and then unbeknownst to me or the 60 Minutes producer, the client was contacted by a producer at one of the national morning shows, and without letting me know until after the fact, the client went on the program before 60 Minutes had aired its segment.

Needless to say, the 60 Minutes producer and I were livid.  That is not the way media or PR works.  If you break trust, it’s very hard to establish it again.  So, if you ever are in a situation to offer an exclusive, think long and hard about what outlet would be the best one to offer the story to.  Which outlets best meet your objectives via readership and target market?  Once you’ve decided, make the offer.  If it’s accepted, you are duty bound to honor it.  Once the story breaks you can take it to other outlets, but until then, put on the breaks,  Hold back and wait until the story has aired or been published before talking to any other media outlets about it.

As I mentioned at the beginning, nearly anyone can use the data and statistic approach, so get creative and see what type of pitches you can come up with.  As to the exclusive, you only want to use that approach when it’s truly appropriate, a new product or grand opening does not qualify.  But, if and when you do come up with a story that warrants an exclusive, don’t be shy to go that route.

Copyright © Anthony Mora 2012

“Average amount of media used per day.” Photo. BBC. 19 Aug 2010. 13 Apr 2012. <http://www.bbc.co.uk/news/technology-11012356&gt;

Gaskell, Adi. “People don’t use social media at work to talk shop.” Photo. Technorati. 13 Apr 2012. 13 Apr. 2012. <http://technorati.com/social-media/article/people-dont-use-social-media-at/&gt;

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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&gt;

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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&gt;

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