What is Publicity? Publicity creates awareness and credibility
for your book and business via the media. Editorial coverage in
newspapers and magazines (online and traditional) TV (local and
national) appearances Radio interviews
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Why is Publicity Important? Visibility : People learn your name
when they hear you on radio or TV, see you in newspaper articles,
or Google you and get a large number of search results. Now youre
on the map, so people can find you! Credibility Being quoted in the
media provides an implicit endorsement of you (or your companys)
position as an authority or trusted brand. It demonstrates that
youve earned the confidence of media professionals, which makes the
public more willing to take a chance on you.
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Why Should the Media be Interested in You? Because you have a
unique message and story. 5 steps for defining your message
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What is Your Unique Message? Step 1 What gets you up in the
morning and makes you excited about what you do?
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What is Your Unique Message? Step 2 Who can benefit from your
message? Who is your target audience? Have you ever been to a gym?
You have to know who you are talking to in order to shape your
message
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What is Your Unique Message? Step 2 continued Where to find
them in the media Daytime TV talk shows mostly women Talk radio
mostly men 35-64 Traditional print men & women ages 45+ Online
print & social media almost everyone!
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What is Your Unique Message? Step 3 What special knowledge do
you possess? How can you use it to help your audience solve their
problems?
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What is Your Unique Message? Step 4 Why are you the one to
bring them this idea/message? You have the credentials and
experience
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What is Your Unique Message? Step 5 Identify how youre
different from your competition Not all doctors are the same
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Your Book as a Marketing Tool Benefits of the book you wrote:
It positions you as an authority in your field Its a credential
that opens the door to the media, speaking engagements and
prospective clients and customers
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5 Basic Rules for Pitching the Media #1 NEVER* pitch your book
or business!
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5 Basic Rules for Pitching the Media #2 ALWAYS pitch the
problem your expertise solves
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5 Basic Rules for Pitching the Media #3 NEVER pitch
yourself
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5 Basic Rules for Pitching the Media #4 ALWAYS pitch an issue
on which youre an expert
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5 Basic Rules for Pitching the Media #5 Tie your topic to the
news!
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Interactive Brainstorming Session Lets create hooks for you
now! Whats your book about? What problem does it address? Whats
your expertise?
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3 Media Myths #1 Im a great public speaker so Ill be a great
guest #2 Ive hosted a show before so Ill be a great guest #3 Ive
done media before and it doesnt work
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Whats In It For ME!? ME is not YOU or the media ME is the
Reader (Newspapers/Magazines | traditional & digital) Viewer
(Television) Listener (Radio) Follower/Friend (Social Media) The ME
can also be a secondary target demographic
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Medias Goal is Similar to Your Goal To move the consumer to
action (getting the listener, viewer or reader to DO something) Web
hits Interaction Word of mouth marketing ROI Return on Investment
Create memorable content together!!! Tremendous competition for
attention
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Tips for Delivering a Great Interview Givers gain sell your
expertise, not your business Assume NOTHING! The Power of YOU
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Call to Action Strategy Whats your end goal? Are you utilizing
your digital properties? Downloadable offer for lead capture? Blog
for easy plugging #GiversGain Social Media interaction with host or
station?
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What are Your 3 Takeaways? Why only three? Limited time &
attention spans Dont want to give it all away Keep yourself
focused
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The Perfect Answer Satisfy the competing agendas in 30- 40
seconds (Insert question here)? Thought 1: 2-3 sentences
Answer/Illustration Thought 2: 2-3 sentences Illustration/Call To
Action PRACTICE!
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Radio Tips Smile Avoid numbers and statistics Engage the
host
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Television Tips Provide visuals and props when appropriate Be
mindful of body language Assume the camera is always on
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Print Media Tips Respond quickly and be available Provide
direct answers Speak clearly and at a moderate pace
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4 Ways to Keep Your Publicity Working for You Incorporate it
into sales and marketing materials Include it in flyers, brochures,
direct-mail advertising and other promotions. Forward copies of
print articles to clients to reinforce their confidence in hiring
you. Forward copies to prospective clients to persuade them to hire
you.
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4 Ways to Keep Your Publicity Working for You Post it on your
website Its marketing gold! The endorsement of traditional media
will continue to impress your website visitors long after
publication.
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4 Ways to Keep Your Publicity Working for You Post it on your
website
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4 Ways to Keep Your Publicity Working for You Create a Wall of
Fame in your office
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4 Ways to Keep Your Publicity Working for You Post it on social
media Promote upcoming interviews Looking forward to talking with
national radio host Jim Bohanon at 10 am Tuesday. Love his show!
Once the show airs (or the article is published), youve got a new
post: Great conversation with @Jim Bohanon on Tuesday! If you
missed it, heres a link
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Why Use Social Media? Targeted exposure to your customers
Consistent touches Opportunity to control messages (SEO) Search
Engine Optimization Relevancy
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Choosing the Correct Social Network What is your business? Who
is your target market? What are your resources?
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#TermsToKnow Social Media Strategy Social Media Management
Social Media Marketing Hashtag (#) Content Blog Curate Tagging
Engagement with Connections Geo-targeting Viral
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Social Media Etiquette Be a person Say no to spam Dont be a
link dumper Mix it up Keep your platforms separate Participate
Share
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Link Dumping
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Social Media Etiquette Be a person Say no to spam Dont be a
link dumper Mix it up Keep your platforms separate Participate
Share
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MIX IT UP
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Social Media Etiquette Be a person Say no to spam Dont be a
link dumper Mix it up Keep your platforms separate Participate
Share
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How Often Should You Post? Twitter - High Facebook Low YouTube
As much as possible Google+ - Medium Instagram Medium Pinterest
High LinkedIn Low Goodreads Low Tumblr - High
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How to Identify Quality Connections What is a quality
connection? Search based on interests Find a similar account to you
and follow their connections # Search Seek out complementary and
competitive brands and products Harvest lists and participate in
groups/communities
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Not Quality Connections
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Dont Buy Fake Followers What are fake followers? Utterly
useless People will bust you with tools
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Dont Buy Fake Followers
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Converting Connections to Brand Ambassadors Define brand
ambassadors Build relationships via interaction Seek out other
brand ambassadors Work brand ambassadors into your strategy Process
takes time
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Social Media for PR Extension of your PR by amplification News
source for your industry Media pitching avenue
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Seizing Social Ads Understand the options Utilize advanced
targeting A/B Test Start small and ramp up
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Seizing Social Ads Understand the options Utilize advanced
targeting A/B Test Start small and ramp up
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Seizing Social Ads Understand the options Utilize advanced
targeting A/B Test Start small and ramp up
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Seizing Social Ads Understand the options Utilize advanced
targeting A/B Test Start small and ramp up
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Equip Your Social Media Tool Box Manageflitter Sprout Social
Hootsuite Topsy Bit.ly or Goo.gl Snip.ly StatusPeople.com Google
analytics
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Content Calendar & Scheduling Create content based on your
promotional calendar Automate content benchmarks Evaluate optimal
posting times
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From Hubspot
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Recent PR Daily Says Facebook: 6a-8a and 2p-5p Twitter:
Weekends 1p-3p LinkedIn: 7a-8:30a and 5p-6- Google+: 9a-11a
Pinterest: Saturdays 2p-4p and 8p-11p