Hook the Media

This Month’s Issue

1. Pam Lontos Column: Hook the Media

2. Inspirational Quote

3. Calendar of Events/Publicity Opportunities

4. This Month Our Clients Have Appeared In…

5. Guest Column: Brian Jud on How to Sell More Books to Corporations

6. Guest Column: Dan Poynter on Increasing Sales without Expanding Inventory

7. Have a Need for Publicity? (more…)

The Dos and Don’ts of Dealing with the Media – Part Two

This Month’s PR/PR Publicity E-Newsletter
1. Pam Lontos Column: The Dos and Don’ts of Dealing with the Media – Part Two
2. Inspirational Quote
3. Calendar of Events/Publicity Opportunities
4. This Month Our Clients Have Appeared In…
5. Guest Column: Brian Jud on Mix and Match Your Promotion – Part Two
6. Guest Column: Dan Poynter on Encourage Reader Feedback
7. Have a Need for Publicity? (more…)

How to Write a Press Release that Gets Attention

By Pam Lontos

If you want magazines and newspapers to feature you in their pages and TV and radio shows to have you as an expert guest, then you need to send out press releases on a consistent basis. After all, repeated media exposure is what helps you and your book become household names.

What exactly is a press release? A press release is a one- to two-page document that shows the media your newsworthy appeal. It’s a succinct way to present your unique angle and show the media how what you offer will benefit their audience.

Unfortunately, most speakers don’t know how to write an effective press release. In their attempt to entice the media to interview them, they inadvertently write nothing more than a long advertisement that ultimately ends up in the trash.

To get the media to contact you and help you build your name recognition, follow these 6 guidelines for effective press release writing.

1. Craft a compelling headline that solicits interest.
Your headline is the most important aspect of your press release, so spend extra time creating it. Use action verbs in your headline, and highlight a benefit you deliver. In your subhead, give extra details to back up your main headline. For example, “Retire a Millionaire in 5 Years or Less: New Book Shows You How.” If the headline doesn’t get the media’s attention, they’ll never read the rest of your release, no matter how great an angle you have.

2. Make your first sentence a grabber.
Just like your headline, your first sentence must draw people in. If you can’t get people to read past the first line, then all your hard work will be for naught. Use a startling fact or a shocking statistic that will make the media take notice. For example, “95% of all seniors retire in debt!” Resist the urge to begin with your name or book title. Even household name celebrities need a strong lead to get the media to take notice.

3. Tell your unique hook in the first paragraph.
Immediately after your first sentence, clearly state your “hook” or “angle” – the main thing that sets you, your topic, or your book apart from everyone else. What unique benefit do you offer the media’s audience? Research the problem that particular magazine’s or show’s audience has, and then relate your information to the problem’s solution. The only thing the media cares about is their readership or their ratings.  They get higher readership and ratings by appealing to their target audience. Understand that audience and what they need, and then tailor your press release accordingly.

4. Go heavy on the benefits.
Face it. The media doesn’t really care about you, your book, or your topic. All they care about is “What’s in it for my audience?” Simply describe your book, your topic, or your expertise, and they’ll trash your release. Instead, show them specifically how your information will help their audience. Provide solutions to their audience’s problems.

Example:
Wrong: “My strategies have helped thousands of companies create breakthrough results.”
Correct: “Imagine having all the clients you want, triple digit profit increases year after year, and customers who sing your praises on a consistent basis. Now that dream can become reality for your readers.”

5. Structure your press release professionally.
Nothing turns the media off faster than an unprofessional-looking press release. In the upper left corner write who you’re sending the release to. Include the media person’s name, title, and magazine or show title. Under that put the words “For Immediate Release” or “For Release On [insert date].” In the upper right corner, put your contact information, including your name, phone number, and e-mail address. Below all the contact information (yours and theirs), put your headline and subhead centered on the page. Keep your paragraphs short, and never write for more than two pages (one page is best).

6. Give your press release a logical flow.
A press release is not advertisement. So whatever you do, don’t structure it as one. Always present your release as follows:

First paragraph: State your hook.
Second paragraph: Develop your angle by stating benefits.
Third paragraph: Reveal your credentials.
Fourth paragraph: Do a wrap up.
Fifth paragraph: Call to action. Always end your release by offering to arrange an interview with the media contact. For example, “For more information or to interview John Smith, please call 1-800-555-5555 or email me@myemailaddress.com.

Get the Media’s Attention Today!
The more media attention you get, the more successful you’ll be. Potential clients will call you based on magazine and newspaper interviews, and the audiences you speak to will recognize you, and therefore trust you, from your TV and radio appearances. When you craft a press release that gets the media’s attention, you’ll gain the name recognition that can boost your speaking career to new heights.

About the author:
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers, authors, and experts. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your business. Call for a free consultation at (407) 299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

Dispel Those Publicity Myths: Get Your Business the Attention it Deserves

by Pam Lontos

Every business needs a cost-effective way to keep their name, their products, or their services in front of their prospects and customers. For many business owners, publicity is the key to such recognition and awareness. When done correctly, publicity develops your name recognition, gives your business instant credibility, and ultimately leads to increased sales. And best of all, publicity is absolutely free.

Publicity can come from anywhere and in many different forms. It can be as simple as having a letter published in the editorial column of your local newspaper, or as dynamic as having a front-page article with your company’s name splashed across the headlines. Unfortunately, because of the many myths that shroud the whole concept of publicity, many business owners fail to seek it out.

Before you can get your business the publicity it deserves, you need to separate the PR facts from the media fiction. Below are the most common publicity myths and the truths behind them.

Myth #1 – I need to own a “big” business to get the media’s attention
While it’s true that big business names are common in magazine and trade journal articles, the fact is that big business makes up only a small percentage of the American economy. Most readers know the big business names, but they often can’t identify with them or their challenges. That’s why many magazines and trade journals are eager to hear the opinions and perspectives from owners of small and medium-sized businesses. So whether you’re a solo entrepreneur, a franchise operator, or a family business owner, find out what the reporters want and then enthusiastically give your slant on the topic.

Myth #2 – My business will be a household name from that one big hit
Getting mentioned in or interviewed by a major national publication with a circulation of over one million readers is certainly impressive. But will such a stroke of luck make your business a household name? Not likely. To become a household name, you need to develop “top of mind awareness.” What is top of mind awareness? It’s when people think of you first to fulfill their product or service needs. It’s when publications of all sizes quote you and publish your articles. It’s when customers and prospects say, “I’ve seen your company everywhere.” Most important, it’s when people purchase your products or services because they know your company’s name and they perceive you as the marketplace leader. The only way to get top of mind awareness (to become a household name) is through constant exposure in a variety of publications.

Myth #3 – I need to use big words to impress the interviewer
In most cases, the person interviewing you, as well as the publication’s readers, are not as intimate with your industry as you are. Therefore, they need the information you give them to be understandable and at a layperson’s comprehension level. The best approach is to avoid speaking with industry jargon or using techno-terms. Instead, speak as if you were explaining something for the first time. The simpler you can make your information, the better your chances of being quoted as the expert source.

Myth #4 – I need a unique theory or insight
While you don’t want to rehash old news, there’s no need to rack your brain for a totally new theory or perspective. The best approach is to present your findings, opinions, or topic of expertise in a new light – one that may be close to someone else’s, but that catches the reporter or editor’s interest. Perhaps you have information that can refute a recent claim or that shows how a current business challenge is affecting the publication’s target readership. When you simply put a new spin on a current theory or insight that interests the publication’s readers, reporters will want to present your findings.

Myth #5 – I can’t get my business into that publication
It’s common for small and medium-sized business owners to feel intimidated by the big name publications. They envision high-powered magazine editors schmoozing with big company CEOs and lining up interviews with well-known figureheads for the next six months. In reality, editors scramble daily to find people to interview who have knowledge on the latest trends and topics. Realize too that editors must find new and exciting people to interview either weekly or monthly, so the more knowledgeable people they can add to their database, the better. Make yourself stand out as a reliable information source and you will get the media’s attention.

Myth #6 – Small publications don’t matter
Small publications are just as important as the big ones. Why? Because you never know who reads them. You may think that a magazine with only a 10,000-15,000 circulation could never get your business the kind of publicity you want, but what if half of those readers were your target customers? Even better, what if your interview or article in a small publication prompted an editor from a large publication to call you? So target small publications as well as the large ones. As long as your information is interesting and accurate, you will gain more attention and get the publicity you need.

Getting publicity is the best way to promote your business. And when you know the facts of the PR business, you can attain the publicity you need easily and then use it to your best advantage. With a constant stream of good publicity, your business is destined to grow.

About the Author:
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers, authors, and experts. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting you good publicity and how to use it to really boost your business. Call for a free consultation at (407) 299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

Strategies for Giving Great Magazine Interviews for Book Publicity

By Pam Lontos

Finally! All your press releases and public relations efforts have paid off and you’ve scored an interview with a major magazine. Your hard work is done; now all you have to do is show up for the interview, answer a few questions, and your book will start selling like mad, right? Not so fast.

Granted, getting an interview takes great effort. But an interview doesn’t necessarily mean you’ll get quoted in the final article. If your image is unprofessional, if your information isn’t quite what the reporter wanted, or worse yet, if you come across as rude, then you won’t get plugged in the article and you definitely won’t get another chance.
So what can you do to make the right impression and help ensure that you’re quoted in the final article? Use the following five strategies for giving a great interview and getting the media attention your book deserves:

#1 Take Time to Prepare for the Interview
Whether you’re meeting the reporter for a cup of coffee or conducting the interview over the phone, you must be prepared. Before the interview begins, write three to five main points that you want to cover on an index card. That way you won’t struggle with an answer during the interview and you won’t forget to mention any important topics.
You can also use the points on your card as backup information. Reporters will inevitably ask you at least one question you don’t want to or can’t answer. In case you are unable to respond, you can say, “That brings up an interesting point…” then go on to one of your prepared statements. If this doesn’t work, offer to find out the answer to the questions and get back to them as soon as possible.

If your interview is over the phone, don’t be tempted to read scripted responses from a pre-printed sheet. Reporters can tell when your words are read off a page versus when you’re giving honest, unscripted answers.

#2 Be Polite and Easy to Work With
Magazine reporters are busy people with time sensitive deadlines to meet and editors to satisfy. So if you don’t respond to their calls and messages or if you’re late for the scheduled interview, then they won’t hesitate to move on and find someone else to quote.

During the interview, be helpful and show that you care about the reporter and their job at hand. Ask what you can do to make his or her job easier. Listen to their answer and be an eager, accessible source of information. Also ask the reporter if you are speaking too quickly. Despite available technology, many reporters still take notes by hand. Speak slowly so they don’t miss any of your points.

Everyone likes compliments, so always find something positive about the reporter to build rapport. Maybe you’ve read some of the reporter’s other stories, or maybe you like their shirt. Whatever compliments you can give, make them truthful and sincere. And don’t be pushy about what you want, because ultimately it is up to them whether they mention your book. Ask, “If you are able to, would you please put my book title in?” Remember, the reporter decides how much room to allow for your byline, web address, book title, price, etc.

#3 Give Plenty of Information
Many new authors fear giving away too much information to reporters. They think that if they say too much, then no one will need to buy their book. But spoiling your book in a few quotes is impossible. In reality, if you don’t give away enough information you probably won’t get quoted at all. Reporters usually interview at least two or three sources for each article. After a few interviews, if you notice that other experts get several paragraphs while you only get a sentence, or maybe you don’t get quoted at all, then you aren’t giving the reporter enough information. So be forthright, and answer the reporter’s question accurately and thoroughly. Don’t say, “You’ll find the answer to that on page 116 of my book.”

Also, let the reporter lead the conversation. The reporter most likely has an agenda for the story’s development already in mind. Don’t attempt to take over the conversation or talk about points the reporter does not want to cover, because if you don’t give them what they want, they simply won’t include you in the final story.

#4 Be Accurate
Keep your responses to the reporter’s questions simple. Even if your book is on a very technical or scientific topic, avoid uncommon words, industry jargon, and out-of-date phrases. Speak as if you were explaining something to the reporter for the first time. But speak with authority and confidence, and don’t say, “I think” or “maybe.”
When you’re talking to the media, always be prepared to back up your claims because reporters want facts. Instead of saying, “The majority of people do this…” say, “85% of my clients do this…” And be sure to stick to the facts. Don’t overload the reporter with unnecessary information that is not directly related to the story.

Realize that in the media world, there’s no such thing as off the record. So always assume that everything you say is on tape and will be put into print. Also, don’t ask the reporter to send you a copy of the story for your approval. While this may seem like a reasonable request, it will only offend a seasoned reporter. But do ask for a copy of the magazine to keep as a souvenir. This will show how pleased you are that the reporter has given you the opportunity to get quoted in the publication.

#5 Find Future Stories
Always view your interview as an opportunity to establish a working relationship with the reporter. You want the reporter to see you as a resource they can use for information now and for stories in the future. Just like you’re always looking for ways to get quoted, reporters are always looking for people to quote. So at the end of every interview, always ask what other stories they are covering and what other publications they write for.
Explain how you can be beneficial to the different stories and leads they are investigating. And don’t be afraid to mention topics outside your book. While you may work in one field, you’re probably an expert in many areas outside your profession.

Great Interviews in the Future
Media exposure is undoubtedly one of the best ways to make your book successful. But landing an interview doesn’t guarantee you’ll get quoted in the reporter’s story. When you use these five strategies for giving a great interview, you’ll have a better chance of getting quoted and of getting called back to interview for stories in the future.

About the Author:
Pam Lontos is the of author of I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.

Maximize Your Company’s Exposure by Building Relationships with the Media

By Pam Lontos

You already know that the media is the best avenue for promoting your business, because it adds credibility to your message, positions you as the expert, and best of all…it’s free. So you’ve done a few interviews and gotten quoted in a few articles, but those just left you hungry for more. Now, how do you expand on the contacts you’ve already made? The key to getting more exposure is to build relationships with the media professionals.
A steady media contact is like a key to the city of free publicity. Reporters will actually start calling you for interviews and quotes instead of the other way around. But developing such relationships is not that simple; they take work on your part. The good news is that when you master these relationships, you’ll find them to be much easier for publicity than convincing a new media person that your message deserves to be heard. Use the following tips for building your relationships with the media:

Give Excellent Phone Interviews
In dealing with the media, most of your interviews will take place over the phone. But that doesn’t mean you don’t have to give a good first impression. Yes, you can wear jeans and a sweatshirt for your afternoon call, or even interview at a messy desk, but you can’t sound incompetent. When the reporter can’t see you, they will draw all their conclusions about you from your tone of voice and your word choices, so don’t take these interviews lightly.
Before the interview, prepare for the call. Take time for yourself and write down the main points you’d like to cover. Use this as an opportunity to relax, collect your thoughts, and make a few notes on a 3×5 card. Avoid reading scripted responses from a pre-printed sheet. You want to sound natural and honest, plus the reporter will always be able to tell when you’re reading. Also, seek a quiet spot for the interview. If your office is noisy and busy, close yourself off in a room without distractions. With a few notes ready and all your distractions put away, you won’t struggle through the interview; you’ll sound relaxed and confident.
When the phone rings and the interview starts, stand up and smile while you talk. Standing, like you’re giving a live presentation, raises your energy level and you’ll be more alert than if you were sitting. Additionally, a genuine smile radiates through the phone line, and the reporter on the other end will feel the joy in your voice. Both these techniques can make the difference between a mundane interview and a great conversation. They build a rapport that influences the reporter to keep you in mind for future stories.
Another way to build a relationship in a phone interview is to be respectful and show the reporter that you care. Ask them if you’re talking too quickly, because reporters always take notes by hand. Slow down your pace so they don’t miss any points. Also, ask nicely if they will mention your business information. Don’t be pushy; remember, the reporter decides how much room you get in their story. And never request a copy of the story for your approval. The reporter doesn’t answer to you. But don’t be afraid to show interest by asking for a copy of the magazine or a tape of the show after publication or broadcast.
As the interview starts to wrap up, inquire about other stories the reporter is currently covering. Explain how you may be able to add to them and offer a unique angle that may interest their audience. Let the reporter know that they can call you back if they have any questions, or provide them with other sources. And show them that you’re eager to be an accessible source of information in the future.

Add Integrity to Your Message
Reporters love accurate sources with factual information. By conveying your message with integrity, you can score a space on their contact list. Start by sticking to the facts. Don’t overload the reporter with tons of unnecessary information, and always back up your claims with numbers. For example, instead of saying, “A majority of my clients…,” try, “Eighty-five percent of my clients…” And always be forthright. If you want to be quoted in their story, don’t answer a question by saying, “You’ll get the answer to that when you buy my product.”
Never be afraid to give too much information away. Many times, people fear that if they give meaty details about their business, then no one will need it. In reality, this is one of the biggest mistakes you can make with the media. Think about it like this: In a one-page article, you might get two or three quotes. Or, if you’re on a radio or television segment, you might get three minutes of actual talk time. There’s no way you can ruin your wealth of knowledge in that small space. Remember, the more people get, the more they want, and it’s the same for the media. When you provide them with tons of information, they’ll be sure to come back for more because you practically gave them the first story.
Personal experiences also add integrity to your message. They place you in the real world, doing real actions, rather than just sitting on the set of a television show, or on the other end of the phone line. Reporters love to hear firsthand accounts relating to the topic. Your experiences add a personal, unique touch to the story. You also want the reporter to know you’re an approachable person, so laugh with them and be friendly. Personal experiences differentiate you from all the other interviews. So use a good story, and the media will remember you in the future.
Finally, always speak with authority. Don’t use weak language like, “I think,” or “maybe,” and use the word, “you” as often as possible. Add benefit statements to your facts and eliminate technical jargon and out-of-date phrases. Not everyone knows as much about your topic as you, so always explain things as if for the first time. You want the reporter to understand so they can convey your message to their audience.

Look Your Best
The television world revolves around physical appearances. So when you get booked for a TV show, your appearance is everything. How you sit or stand will send a message about you as a person, and about your business…so make sure the message is the right one.
First, you have to plan what to wear. As a general rule, think basic. Women should stick with simple suits, blouses, and tailored dresses. Keep the busy prints, accessories, and jewelry to a minimum. True colors, like blue, green, and grey are more flattering than black, white, and red, which make you look washed-out. You want all the attention to be on your face, not on your wild outfit. Finally, go for natural fabrics like wool, cotton, and linen so you’re more comfortable.
Men should plan for basics as well. Wear dark, but not black, suits paired with lighter shirts. Avoid shirts or ties with patterns, as they may look funny on screen. Red or burgundy ties are best. Again, wear natural fabrics, like wool and cotton, for comfort. Essentially, simple clothing keeps your face and your message at the center of attention.
During the interview, use good posture. Sit up straight, or stand tall, but not stiff. You want to appear relaxed and confident, not uptight. Don’t rock or swing or pace. Moving too much will make you appear nervous. Keep your arms and hands loose, not crossed over your chest. And use hand gestures to emphasize your points.
Next, where do you look? As tempting as it may be, don’t stare at the camera. Look at the interviewer and pretend like the camera doesn’t even exist. Eye contact is always good. And show your enthusiasm by sitting forward, not back in your chair. When you’re on television, looks should always be a top priority if you want to get called back for more.

Leave a Lasting Impression
Media professionals always need reliable sources of information to develop their stories. When you develop relationships with them, you can be the person they call for quotes. Energy and friendliness on phone interviews let the reporter know that you’re excited about talking to them. Integrity lets the media know that your message is unique and your information is accurate and credible. Looking confident and pulled-together on television puts the focus on you and what you have to say.
Make the effort to build relationships with the media, and they’ll know they can rely on you as a source. When you use these tips and make their jobs easier, you will get more interviews, more quotes, and more free publicity for your business.

About the Author:
Pam Lontos is President of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting and author of the upcoming book, I See Your Name Everywhere, she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

How to Gain Top of Mind Awareness in a Cost-Conscious World

by Pam Lontos

As consumers continue to tighten their belt straps in order to keep more of their hard-earned money in their pockets, businesses are finding that attracting buyers for their products and services is tougher than ever. Cost and quality conscious-consumers, looking for the most bang for their buck, are scrutinizing every buying decision they make in the hopes of attaining the best product or service for the fairest price. As a result, many businesses may find that their phones aren’t ringing as much as they used to, and the number of customers walking in their door may be diminishing with every passing week.
If this scenario sounds all too familiar, there is hope. In this age of increased consumer financial consciousness, getting top of mind awareness will set you apart from the competition. What is top of mind awareness? It’s when people think of you first to fulfill their product or service needs. It’s when magazines quote you and publish your articles, and when local and even national radio and TV shows feature you as a guest expert. It’s when customers and prospects say, “I’ve seen your company (or your product or your service) everywhere.” But most important, it’s when people purchase your products or services because they know your company’s name and they perceive you as the marketplace leader.
Gaining top of mind awareness should be the number one goal of your company’s publicity efforts. In fact, when done correctly, effective publicity will not only lead to increased sales and greater credibility, but it will also help you develop name recognition and make you stand out in the eyes of your prospects. Here’s how the top companies use publicity to enhance their top of mind awareness.

1.    Develop your “hook”
No one wants to buy a mediocre product or hire you for an average service. They can get mediocre and average anywhere. That’s why you must develop a hook—a unique angle—that sets you apart from your competition. For example, suppose your company sells office supplies – something people can get from any local mega-store. In order to stand out in your prospects’ minds, you can “hook” them with free delivery, same day delivery, or even a free subscription to their favorite trade journal. The more you can make your company unique or different from the “old way,” the more recognition and attention you’ll attract.

2.    Write articles
Smart company presidents and business owners know they must constantly stay in the public’s eye. Getting published in a magazine, trade journal, or local newspaper is an excellent way to keep the company’s name circulating throughout the general public and to enable the company leader or business owner to become perceived as an expert. Why an article? Because articles allow you reach hundreds of thousands of people for free, and you’ll receive the same amount of clout as well-known authors. Additionally, you can reprint your published articles and use them as promotional items. What customer wouldn’t appreciate a little free information in the form of an article? When prospects and current customers see that your company leaders have an impressive list of published pieces, they’ll consider you an industry leader and will want to do business with you. Regardless of your industry or background, you and your staff undoubtedly have plenty of ideas you could write about. Make your articles stand out by revealing useful information your target customer can implement today.

3.    Make phone calls to editors, reporters, and producers
Phone calls are the most effective way to build rapport with the media. And the more you can get the media to remember you, the more likely they’ll be to call you when something of importance happens in your industry. Additionally, by talking with an editor, reporter, or producer, you can learn exactly what they need and can customize your message for their audience. Whenever you have an article or show idea, call the appropriate media personnel and present your topic. Ask questions such as, “What are your readers (or viewers or listeners) looking for?” “What are you looking for?” and “What angle do you want the story to take?” Make changes to your initial idea based on the answers you get. If you receive a “no” response, ask, “What don’t you like,” and adapt your presentation on the spot. The more you customize your message to their particular audience, the more likely you are to be their next guest expert or featured author.

4.    Send fax outs and mail outs
If you need to reach a large audience in a short period of time, fax and mail outs are ideal. They allow you to quickly and easily target key people who will get you the most publicity. Some examples of items you can fax and/or mail are press releases, a newly published article, product specials, or anything else that can get you publicity. Watch the breaking news and if something ties in with your industry, your product offering, or your services, fax a press release to newspapers offering your take as an expert to interview for the situation. Likewise, if you mail magazines a sampling of your articles on some topic that would interest their readers, the editors will call you in order to get the whole story or to interview you for a story they are currently writing. The key is to target your audience and keep your message customized for their unique needs.

Top of mind awareness is your ticket to a successful business. The more publicity you generate and the more people are aware of you and what your company offers, the higher your chances for being the one your customers and prospects turn to for their buying needs. Remember, in this age of economic uncertainty, great products and services alone are not enough to make buyers takes notice. Rather, it’s the frequency of your company’s name, product, or service being heard over and over that will make customers take action and buy from you today.

Pam Lontos is the of author of  I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.

How to Get Better Publicity and Make More Money

by Pam Lontos, CSP

Why is it that one speaker can command thousands of dollars for an appearance while another equally competent speaker has trouble charging half as much for a presentation that is just as dramatic? Why are certain speakers “household” names, yet others who have been in the business just as long have a limited following at best?  The difference is that the well-known speakers have mastered their ability to gain publicity exposure through the print media, and they use it to propel their career at every available opportunity.
As speakers, we all know how important it is to sell ourselves. We develop our programs, we build relationships inside our industry, and we create our own unique product. Beyond those basics, however, we need to cultivate the media’s publicity as a vital part of our organizational activities. That’s why getting featured or quoted in as many magazines and e-zines as possible is vital to a speaker’s career.

But how can a speaker attract an editor or reporter’s attention in order to be the expert source quoted or the subject of a full feature article? The following suggestions will help you break in to the print media world.

1.    Call as many editors as possible
Have you ever read a newspaper or magazine article and seen a fellow speaker quoted within the pages? Did you then ask yourself, “How did this person get the magazine to call them?” Many people mistakenly believe that editors and reporters seek out speakers to quote as expert sources. In reality, either the speakers themselves, their office, or a good PR firm initiated that publicity.
The fact is that you will have to make the first contact with every newspaper, journal, magazine, or e-zine you wish to appear in. While the thought of calling an editor or reporter directly can be intimidating, you must remember that by doing so, you are helping them. Publications need new material every week or month. You can stand out over the other people by making contact with those who direct the publication’s content.
You can locate the print outlets to contact through Bacon’s and Burrell’s Media Directories. Combined, they have over 25,000 print publications listed. Each book costs several hundred dollars, but you may be able to locate a copy in your library. You can also find the contact information of main magazines in a book called Writer’s Markets. It’s smaller, much more reasonably priced, and available at any bookstore.

2.    Ask key questions
Once you get an editor or reporter on the phone, you must ask key questions in order to make your pitch more compelling. The biggest mistake many speakers make when they call an editor is that they tout all their experience and how wonderful their presentations and ideas are. They then talk about all the articles they could write for that publication or all the ways they could be cited as sources in future articles. This is an immediate turn-off. Realize that an editor or reporter only cares about one thing: their readers. They want specific information that will best serve their audience. So instead of telling them all about your topic, first learn about their readers and their needs.
Some good questions to begin with are “What are your readers looking for?” “What are you looking for?” and “What’s the specific focus of your publication?’ Answers to these basic questions will help you fine-tune your pitch to best suit their reader’s needs. Find out who reads the column or publication. Is the audience male or female? Business people or hobbyists? Managers or lower level employees? Discover who the target is.
For example, if you speak about organizational change, you’ll address the topic differently depending on whether you’re speaking to bank presidents, sales organizations, or home business professionals. When you know key details about the publication’s audience, you can think of your topic from the intended reader’s perspective and pitch the appropriate article idea. When you approach editors from their reader’s point of view, you’ll hear them say, “Thank goodness you called. Our readers are going to love this story.” The bottom line: They don’t care about you; they care about their readers.

3.    Do it for the PR, not the money
Finally, when you talk with an editor, be sure to let him or her know that you’d like to exchange the fee for writing the article for a byline that includes some contact information and/or mention of your book or company. Remember, you’re not trying to be a writer; you simply want some publicity. Create a short byline that states who you are, what you do, and how to contact you. Make it short enough so the editor won’t feel a need to cut it.
The same applies when you’re being interviewed by a national publication. Say to the writer who’s interviewing you, “Could you please mention that I live in _____?” or “Could you please mention my company’s name?” or “Could you please mention my book in the article?” This enables people to find you so they can inquire about your services.

Getting published and quoted in print publications is the key to promoting a successful speaking career. You can either do it yourself or hire a PR firm. By implementing the above suggestions into your publicity efforts, you can gain the recognition that leads to higher fees and increased bookings. Before you know it, you’ll be the speaker of choice for all your industry’s needs.

Pam Lontos is the of author of I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.

Raise Your Fees and Sell More Product with Publicity

by Pam Lontos

Do you believe the only good publicity is BIG publicity? Are you a failure if your business article isn’t published in Forbes? Will you not rest until Oprah has deemed you and your work “brilliant”?
The temptation is strong for writers and speakers to devote all their time, energy, and money to pursuit of the biggest, most impressive publicity prize when they’re promoting themselves and their work. But you can utilize practical marketing options that may ultimately bring bigger payoffs. Follow these “insider” PR guidelines and reap the publicity rewards.

Consider trade, industry, and association magazines. Here’s why:
•    Reputation building.
Many writers and speakers want to get their articles into big newsstand magazines like Business Week or huge-circulation national papers like The Wall Street Journal. But publication in these media outlets is usually a long shot, and you’re missing an excellent opportunity to get your name out there month after month in the thousands of trade, industry, and association journals and magazines.
Readers keep their trade magazines around the home and office, sometimes for months, and cut articles from them, filing them away for use in the future. They may read and re-read your work. This longevity is essential for building your name in readers’ minds and in your field.
You can even get a single article into several different magazines. After all, the jewelry industry doesn’t care if you’re also appearing in the real estate magazine or the banking magazine. You’re getting your name out to audiences in all these industries.

•    Expert status.
Publication in a printed medium confers on you the status of an expert. People assume that the person quoted in the magazine has the approval of the magazine as the country’s leading authority on the subject. Readers figure the magazine editors said, “We need to write a piece about ABC, and here’s the most skilled specialist on this topic, so let’s call him/her.” Readers don’t realize that writers are often published in a magazine or newspaper because they contacted the publication themselves or had a PR firm do it.
Think about it: if you’re on an airplane and you put up a magazine you’ve been reading, your seatmate might ask you to tell her about an article you just read. You could probably tell her about what you read and who was quoted as an expert on the topic, but if she said, “Who wrote it?” you’re likely to have no idea.
Writers in major newsstand magazines write for a fee, and accept that they’ll get a byline but nothing written about them, while authors of articles in industry magazines get a resource box with their name, website, and phone number, as well as the title of any books or other products. You can even include that you’re available as a speaker, which is an excellent resource if you’re looking to be hired by the corporations and associations who read their industry’s magazines.
Always aim to be quoted as an expert in other writers’ articles in such publications as Forbes or Cosmopolitan, but write your own articles for the trade publications.

•    Targeting capabilities.
If you want to target a specific group or field (business, health, older women, or real estate agents) specialized magazines and trade journals let you do that. Aim right at your ideal audience if your area of expertise is in leadership, medicine, sales, or some other topic specific to business and industry through association and industry journals that serve those markets.

•    Advantageous lead-time.
You can publicize a forthcoming book with trade and association magazines. That is, if you write an article or are interviewed for an article about your topic, you may do so before your book has actually made it into print, as there is as much as a six to seven month leads time before most magazines are published.

About the author
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers and authors. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your bookings or book sales. Call for a free consultation at (407) 299-6128.

Fifteen Tips for Giving Great Interviews

By Pam Lontos

Besides spreading the word about your speaking services, what’s the best thing about landing interviews? The answer is: you can conduct the interview wearing your pajamas! But there’s a catch. You can’t sound like you’re wearing your pajamas. That’s right. Even though you’re talking on the phone to the reporter and no one can see you, you still have to communicate a professional image. Otherwise, you might get bumped from the story and they definitely won’t call you back for future stories.
So how can you ensure that you make the right impression and, perhaps more importantly, that you’re called back for more interviews? You can use the following fifteen tips for giving great interviews:

1.    Allow yourself private time prior to the interview. Use this time to relax and focus. Imagine that you are speaking with the interviewer face to face. Rehearse the points you want to make and remember that you can never be too prepared.

2.    Seek a quiet spot for the interview. If you are speaking from home, close yourself off in a room with few distractions. Turn off your computer, TV, or radio, and clear your desk so nothing can take your mind off the conversation.

3.    Write your main points before the call begins. Do not read scripted responses from a pre-printed sheet, because reporters can tell when something is being read to them versus when you’re giving honest answers. But do prepare a note card with three to five topics you would like to touch upon during the interview. That way you won’t struggle with an answer during the interview.

4.    Show that you care about the reporter and their story. Be helpful and responsive to their requests. Ask the interviewer what you can do to make his or her job easier. Then really listen to their answer and be an eager, accessible source of information.

5.    Stand while giving the interview. Even though you’re talking on the phone, act as if you were giving a live presentation and stand tall. Standing will raise your energy level and you will be more alert than if you sere sitting. Interviewers love energy and can really pick up on your mood.

6.    Smile, and answer honestly and sincerely. People can hear your smile over the phone and a reporter will feel more comfortable after hearing the joy in your voice. Also, the sound of smiling builds a rapport with interviewers. If they feel they can trust you, they will think of you first for their next interview.

7.    Put energy and spunk into your voice. No one wants to listen to a monotonous drone and the reporters and producers are no different. So put energy into your voice. This could make the difference between a mundane interview and a great conversation.

8.    Have backup information handy. Reporters will inevitably ask you one question you don’t want to or can’t answer (this is another place your note card comes in handy). In case you are unable to respond, you can say, “That brings up an interesting point…” then go on to one of your prepared statements. Or, offer to find out the answer to the questions and get back to them as soon as possible.

9.    Be concise. The average answer to a given question is only nine seconds long. If you cannot convey your message in this short amount of time, your answer will not be used. So be careful not to ramble and stick to the facts. Don’t overload the reporter with unnecessary information that is not directly related to the story.

10.    Be forthright. Answer the reporter’s question accurately and thoroughly, and don’t be afraid to give away too much information. Many speakers fear that they might give too much and then no one will book them for events. But it’s impossible to spoil years of experience and training in a short interview, and the audience will actually want more when you give them a little. So answer the questions and don’t say, “You’ll find the answer to that when you hire me for a keynote.”

11.    Use the word “you” often. The word “you” draws the audience in and helps them relate to what you’re saying. And always give them a reason to pay attention by adding benefit statements to the facts in your presentation.

12.    Let the reporter lead the conversation. The reporter most likely has an agenda for the story’s development already in mind, so don’t attempt to take over the conversation or talk about points the reporter does not want to cover.

13.    Incorporate personal experiences into your responses. Audiences love to hear firsthand accounts of experiences relating to the topic. It helps them feel as if they know you personally. But make sure you stay on topic and don’t get distracted with your story.

14.    Be prepared to back up your claims. Reporters want factual information. So instead of saying, “The majority of people do this…” say, “Eighty-five percent of my clients do this…” And don’t say, “I think” or “maybe.” Speak with authority and confidence.

15.    Find future stories. After the interview, thank the reporter and ask what other stories they’re covering. Even if their other stories don’t directly pertain to your speaking topic, explain how you can be beneficial to what they are investigating.

Interviews in the Future
Although interviews usually only entail a relatively short phone call, you still need to take your time and prepare for it beforehand. You don’t have to shower and shave, but you do need to have energy and excitement in your voice. During the call, you want to put your best foot forward with clear, honest, and accurate responses. And when you’re finished, don’t forget to thank the reporter and offer to help on other stories.
When you use these fifteen tips for giving great interviews, you’ll communicate a professional, expert image to the reporter and the audience for you and your speaking career.

Pam Lontos is the of author of  I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.