• It is a highly effective means of positioning yourself or your business in the marketplace.
• It is a promotional vehicle that increases awareness of what services you offer
• It shows your expertise on the subject matter
• It establishes you as a spokesperson in your field
• It provides you with name recognition
• It sets you up as a consultant on the subject matter
Case study #1.
A friend from New York city, where she was a household name in the fitness and personal growth for many years moved to Los Angeles. There she was “ just another expert in the Personal Growth industry.” Advertising was expensive, so to rev up her engines in a new community I educated her on using social media, created her 8-Second Power Pitch for introducing herself at business social functions, helped her to get interviews on radio and in the local area papers to announce her public seminars gatherings at her home. In no time at all she had herself a name and a lucrative consulting and speaking business.
Case study #2.
A friend who became a corporate down-sizing casualty became a nutritional products distributor. Pressed for time and financial resources she chose to showcase her product not by joining organizations, but by giving public seminars on “How To Create A Successful Home Based Business With $39 Down.” With that hook, social media, electronic and print media she attracted audiences like flies, advancing up the quota ladder in no time.
Case study #3.
I held a public seminar at the library’s free community room. Attendance was thin, but I didn’t mind. I knew between the library’s efforts, social media, my electronic and print PR marketing efforts, and my outreach through http://www.PromoteYourself.com that hundreds of local people would get to know me. That one hour event with six people brought me several meaningful consulting opportunities.
The point of Speaker Tips Part2 is that public seminars can lead to all kinds of wonderful opportunities that can bring you fame and fortune. So conquer your fears around public seminars by remembering that what you are doing is pure business.
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
Visit me at
http://www.RaleighRPinskey.com
http://www.PromoteYourself.com
http://www.BlogTalkRadio.com/raleigh-r-pinskey
http://www.twitter.com/raleighrpinskey
http://www.profile.to/raleighrpinskey
http://www.linkedin.com/in/promoteyourself
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You can be looking for Speaking Tips, Speaker Tips or Tips for Speakers. But before you dive into these categories, you must first discuss, you must first establish the Who, What, Where, When and Why, of speaking itself.
In today’s PR, Branding, Publicity and Marketing blog, I feel it’s important to dissect the “why” of speaking. Why do we want to speak? Why do we stand up in front of an audience, in person or over the airwaves, and speak?
Speaking is the act of being seen, heard, understood, recognized, loved. …We speak to convey a message, a concept. To elevate a mood, deepen a way of thinking. Create social interaction. To Teach. To Un-teach. To conduct thought patterns across space and electrical energy. To coerce. Ease stress or a tattered soul. Prove a point. Settle a score. To establish territory.
There is another “why” to consider…to speak to promote yourself, in thought, deed and wallet. To enhance you being regarded as an expert, an authority. A celebrity in your back yard. A prophet in your hometown.
Did you know colleges can be a great place to speak?
And here is that “why” again. To ultimately Promote and Prosper.
This blog series will speak about the who – what – where - and when of How To Use PR, Branding, Publicity and Marketing to make you a celebrity, an obvious expert, a recognizable expert in the eyes of your audience.
In other words, Speaking Tips and Speaker Tips designed to help you.....Promote and Prosper!
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
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I have a gift of information that I would like to share with you. I surveyed thousands of people on what they think are the two biggest obstacles they have to using PR, publicity and branding in their business? And you too can have a chance to ask your questions.
I will comment on and provide answers to these PR, Publicity, Branding and Visibility Marketing burning obstacle questions in a no-cost, no pitching, no begging, no hidden agenda teleseminar, on Tuesday, August 12th at 12 noon, Pacific Time. Please sign up anyway, because it will be taped, which means you can listen when you have time.
www.promoteyourself.com/AskRaleigh.html
This is a sample of the questions I have received...
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I have a fear of promoting myself. What can I do to get over it?
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People don’t know who I am. How can I get known and accepted as the credible expert in my industry?
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I’m tired of seeing a “second rate” competitor getting the spotlight and annoyed the media is not calling me instead. What can I do?
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I’m upset at being passed over as the featured expert, guest or speaker in my trade organization. I know this opportunity would have brought me good business and healthy cash flow. What can I do?
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I feel like I’ve spent too much money on PR companies and don’t have the results want.What did I do wrong? Can I do my own PR, Publicity, Branding and Visibility Marketing?
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How do I handle it if I get massive amounts of free publicity?
What are your questions? Go here and sign up for the call and ask your questions.
How do I learn how to please them and give them what they want?
When you are contacting the media do PR, branding, publicity, marketing and public relations, the best way I know for pleasing the media and understanding the media is to be media savvy. Watch the shows, follow their columns, study the make up of the features.
Know how they think and what they’re looking to present to their audience. When you go to pitch, not only will this knowledge will put you on equal footing in each and every phase of the dance you do when you write your releases, pitch letters, and do your follow up, but it will show how media savvy you are. They will be that much more open to hearing your PR pitch, your branding strategies, your marketing moments.
And most importantly, send them a thank you note for the on air interview, the story in print. Believe it or not, this gesture goes a long way in obtaining successful PR, and establishing you in their mind as a true Public Relations Person.
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Why the media says no to your pitch.
· Treating the media as second-class citizens
· Assuming they are there to do your PR bidding
· You don’t take into consideration that they are busy with all the branding and publicity pitches
· You don’t care if they are on the other line talking to another public relations person
· You take them off your mailing list when they are unemployed. Not media savvy
· You think you are their best friend and that they are yours
· You think that just because they wrote on your PR, marketing and branding ideas before that they will do it again
· You think that because you have to offer them public relations strategic relationships you are just the best thing next to sliced bread
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What PR, marketing, and branding media savvy topics will make the media open their arms and say yes to giving you publicity coverage?
· Timely / Current events or tie-ins
· Crisis of any kind, animal vegetable or mineral
· Emotional subjects
· Controversial subjects
· Entertaining subjects
· Problem solving topics
· Subjects that fill a need
· Subjects that fill a void
· Subjects that educate
· Subjects that empower and enlighten
· Subjects that heal
· Something the audience doesn’t already know
What makes you media savvy? It’s by understanding the media and pleasing the media. This is accomplished by dealing in wants, not needs. How? By pitching a story that draws from the readers wants, not their needs, from their agenda not their needs.
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Sharing media savvy secrets of the inner lives of the media to give you a leg
up for Successful PR campaigns.
The quote sums up for me this matter of understanding the media. (Not including
the tabloids and shock broadcasting in this picture.)
“I am not in the business of providing a free ad or promotional service for anyone whether I know them or not. My job is to write a balanced, compelling story with news value for my readers. I am more interested in issues of impact than image, and if you give me that, then and only then can we strike a deal."
Question: Do the media like to form relationships with people who are pitching them?
Answer: What I have learned from my 28 years of successful PR, branding, marketing and public relations is that the media’s definition of a relationship is, that they are interested in you playing your part. This “part” is about understanding the media and pleasing the media. Doing it professionally, with dignity, and with competency. In short, media people are not interested in being your friend.
Question: What’s the rule of thumb for inviting the media out to a meal or a drink?
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More Intro Tips to Pleasing the Media
My second Intro Tip on understanding the media and pleasing the media to obtain successful PR is to apply media savvy logic to this situation I described above. The more you know about someone, about their expectations, needs and requirements, the better your interaction will be. The more successful PR you will experience. The more exposure you’ll get for your branding, marketing and public relations efforts.
My advice, learn everything you can about the inner workings of the media mind. In other words, heed the saying, “when in Rome do as the Romans do.”
Knowing exactly what is the media’s job is critical for getting done what you need them to do. Understanding this will keep you out of the fire and off the list. The “I will never talk to them again” list.
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Intro Tips to Understanding the Media
Occasionally a rumor surfaces around the notion that members of the media are not human. I am here to say, that in 28 years, I have very rarely experienced this. The reason I have managed to please the media and therefore experience successful PR, branding, publicity, marketing and public relations, is that I take the time for understanding the media. For pleasing the media by honoring their wants, needs, desires and emotions.
I find it amazing that even from media savvy people I am questioned often with “Why should we spend time understanding the media? Or learning about pleasing the media? ”
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More hooks for building your pitch.
In 101 Ways to Write Dynamic Media Releases, I list up with twenty – six meaningful hooks to use in your media releases. In Part 1, we learned about the delicious and far reaching Survey. In Part 2, we discussed how to use the hook of Lists for Pitching.
In this entry, let’s talk about the hook of Case Studies for pitching. They can be successes or chronicles that didn’t work out as well as expected.
Case studies are always a welcome PR and marketing pitch for publicity. This category’s accomplishments are best presented in bullet points or in a brief paragraph with the salient points to be made. Then send your audience to your OnLine Media Room or to your Case Studies section for the full-blown story.
Here’s a branding case study I did for one of my PR and marketing clients that I put on my “Case Studies” section of PromoteYourself.com/ This section gets me good publicity.
Continue reading "Creating Results Producing Hooks for Your Pitch: Part 3" »
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