How to Use Publicity to Increase Your Profits

by Pam Lontos

Why is it that one company can charge and receive hundreds of dollars for a particular product or service while another equally reliable company has trouble charging half as much for a product or service that is just as good or even better? Why are certain companies “household” names, yet others who have been in business just as long have a limited following at best? The difference is that the well-known businesses have mastered their ability to gain publicity exposure through the print media, and they use it to build their business at every available opportunity.

As a business owner or company leader, you know how important it is to sell not only your products or services, but also your company’s business image. As a result, you develop product support material, you train your employees on customer service techniques, you build relationships inside your industry, and you create your own unique marketplace standing. Beyond those basics, however, you need to cultivate the media’s publicity as a vital part of your organizational activities. That’s why getting featured or quoted in as many magazines and e-zines as possible is vital to a company’s success.

But how can a small or medium-sized business attract an editor or reporter’s attention the same way the big, multi-billion dollar corporate giants do? How can the average business owner become 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 competitor quoted within the pages? Did you then ask yourself, “How did this company get the magazine to call them?” Many people mistakenly believe that editors and reporters seek out business leaders to quote as expert sources. In reality, either the business people 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 business owners or leaders make when they call an editor is that they tout all their experience and how wonderful their company’s products or services 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 company, 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 readers’ 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 your company sells computer hardware and software products, there are undoubtedly plenty of people on your staff who know about computer trends and who have insider tips for using the computer more efficiently. However, the information you or your employees will give will vary depending on whether you’re speaking to IT professionals, home business owners, college students, or home computer users. 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 company. Remember, you’re not trying to be a writer; you simply want some publicity. Create a short byline that states who you are (name and title), what your company does, 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 our company is based in _______?” or “Could you please mention our company’s name?” This enables people to find you so they can inquire about your products and services.

Getting published and quoted in print publications is the key to promoting any successful business. 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 increased sales and higher profits. Before you know it, you’ll be the company of choice for all your customers’ needs.

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.

Turn Your Opinion Into New Biz

How to Get Your Op-Ed Published
By Pam Lontos

While there are many ways to appear in the media, writing an op-ed piece is an excellent way to make yourself known and establish yourself as an authority with the public. Like letters to the editor, op-ed pieces should put forth a point of view – but the op-ed piece is longer than a letter and generally gets better play.
Op-ed stands for “opposite editorial,” referring to the page facing the editorial page – the page on which the newspaper publishes its own institutional statement of opinion.
When it comes to choosing an op-ed topic, the more controversial the better. An op-ed piece isn’t a research treatise or a summary of information. Rather, it’s an argument, a strong statement of position, and the promotion of a point of view. And you will develop your argument in a short 500 to 700 words.
The opinion pages are considered the most prestigious real estate in the newspaper, so you must ask yourself, “Why should the reader care?” As with a news release or a story pitch, the reason your topic is important right now should be made crystal clear. The first few sentences must enlighten the reader as to why your topic is relevant and pressing.
For instance, here are some op-ed headlines from some of the nation’s leading newspapers:

“Health Care Can’t Wait” – Washington Post.

“Relief When Imus Returns” – Providence Journal.

“Why Women Need Katie Couric to Succeed” – Chicago Sun Times.

“The Phantom Tax Cuts” – Palm Beach Post.

Academicians, scientists and researchers have a tendency to save their juiciest conclusions for the end of the piece (mostly because that is the structure expected in an article submitted to peer-reviewed journals). The structure of the op-ed piece is the complete opposite.  The conclusion or most compelling fact must come first.  Well-crafted arguments should follow, making a clear case and concluding with a call to action.
Before attempting to write an op-ed piece, read several of them in local and national newspapers to gain a feel for how they are done. At large organizations, it’s not unusual for the op-ed piece to be ghostwritten by a staff member or freelancer, then submitted to the newspaper under the byline of the CEO (or other relevant expert). If you don’t have the time to pen your own op-ed piece, you should be able to easily find someone in your local public relations community who can be hired to draft the piece for you.
Your op-ed piece will hit home with editors if you can combine a gutsy, passionate approach with logical analysis of a situation. As with any other form of writing submitted to the news media, language must be clear, punchy and direct.  Editors will read for clarity. They will screen out any piece that lacks appeal to the average reader. They are looking for plain English, an argument stated simply, complete with concrete imagery that helps the reader comprehend.
A brief bio-note outlining your credentials should be added to the end of the piece to save the opinion editor from the work of tracking that information down. Editors are often likely to be most receptive to pieces written by someone within the local community, so be sure to submit to your hometown newspaper as well as to all the newspapers in your state.
However, don’t limit yourself to simply a local or state marketplace for your ideas.  True, some large newspapers will demand that you submit to them exclusively. (You can ask the editor’s preference when you submit your piece.) But many opinion-page editors understand that op-ed pieces are distributed to newspapers throughout the country.
If you have expertise on a particular topic or have written a book on the subject, be sure to mention it. Experts have an edge on the op-ed page. For instance, the opinion editor of the Charleston Gazette in West Virginia was happy to receive a piece on the dangers of secondhand smoke written by the dean of the nursing school and the director of the cancer center at West Virginia University.
Both the dean and the cancer center chief, a medical doctor, were able to write authoritatively – and not only because they knew about the latest research on secondhand smoke. They also had personally seen patients who suffered from cancer and other lung diseases as a result of secondhand-smoke exposure.  This gave them credibility with readers and also made their piece attractive to the paper’s opinion-page editor.
Here are some tips to keep in mind when crafting an op-ed piece:

Be provocative, original, timely.  Try to say something current. For example, tie your subject into a natural disaster or social trend or the consumer news of the day.

Give examples. Use facts and statistics.  Explain why you have come to the conclusions you are drawing.

Write about ideas you feel strongly, even passionately about.  Tie your argument into your own experiences. The most effective op-ed pieces have arguments based on values and emotions, not simply dry reasoning. While the op-ed pieces take a more complex approach to a subject than a letter to the editor does, the ordinary reader still needs to be able to relate to the piece.

Keep these ideas in mind and you will have no problem developing op-ed pieces editors will value and publish.

Pam Lontos is president of PR/PR, a public relations firm based in Orlando, Fla. She is author of “I See Your Name Everywhere” and is a former vice president of sales for Disney’s Shamrock Broadcasting.  PR/PR has placed clients in publications such as USA Today, Entrepreneur, Time, Reader’s Digest and Cosmopolitan.  PR/PR works with established businesses, as well as entrepreneurs who are just launching their company.  For a free publicity consultation, e-mail Pam@prpr.net or call 407-299-6128. To receive free publicity tips, go to www. PRPR.net and register for the monthly e-newsletter, PR/PR Pulse!

Develop Your Hook for Better Speaking Publicity

By Pam Lontos

The key to a better publicity campaign is more articles, more quotes, and more interviews. For maximum effectiveness, you need to get yourself into as many publications and on as many shows as possible. But every show and every publication is different. So how can one person with one keynote attract the attention of several media outlets? The answer is simple: a great hook.
Essentially, your hook is like a headline that makes someone want to read the whole story. It sparks an interest in the media outlet and influences them to publish or air your message to their audience. When push comes to shove, reporters and producers don’t care about your speaking profession. They are only interested in how you can make their publication or show more appealing to their audience. Therefore, your hook should address the needs of a particular media outlet’s readers or viewers. And each outlet you pitch should get its own unique hook congruent with its unique audience.
Adaptation is the foundation for creating your hook. Use these tips to develop your unique hook with each magazine, newspaper, and show you approach to get more interviews and more articles published:

Why Are You Different?
Even though your topic may be personal investing, or life planning, or some other narrow field, chances are you know about a variety of other things. To get more press, you have to cover a broader range. What are your hobbies? Where did you grow up? How are you different from all the other speakers? You participate in hundreds of different conversations with hundreds of different people about hundreds of different topics, and your input is valuable because of your specialization. You offer a unique perspective because of your background, so use this to your advantage as you develop a hook.
Sometimes, you must make small changes in your approach. For example, suppose you’re speaking topic is about taking time off work for relaxation. Everyone needs relaxation, whether they’re at home or at work, so you can adapt this topic to fit almost anywhere. But the key is to adapt it for the publication. In your campaign, say you pitch several industry and trade publications with an article you’ve written around your subject, entitled “Take Six Months Off.” If no one bites with that hook, consider a different angle. Maybe they don’t want people in a work environment reading about vacations. Perhaps “Prevent Employee Burnout” would be a more suitable title for the publication’s needs. The article could be the same, just a different headline.
If something isn’t working for you, keep an open mind and consider a different approach. When you talk with your media contacts or pitch your article ideas, adapt and expand your topic to fit their current needs and you’ll increase your exposure.

Consider the Audience
Media professionals are only concerned with one thing: ratings. They want people to buy their magazine or tune in to their show. And before they run your article, or interview you, they want to be sure you’ll get attention. When you’re pitching to the media, whether it is radio, print, or television, you must think about what interests their audience, not about yourself. Imagine their perspectives and base your hook on their needs. Think about what the readers of this magazine or the viewers of this show want to know. Why are they reading or watching in the first place? What problems do they have and how can you solve them?
Keep in mind that the same people read different publications for different reasons. For example, the CEO of a major corporation may read Fast Company and The Wall Street Journal at work on a regular basis to keep up with the latest economic trends. But at home, this CEO is a mother of two young children, so she also reads Family Circle for useable information about family health and easy recipes. Every night before bed, she likes to relax and read for entertainment, fashion ideas, and beauty tips. Therefore, she also subscribes to Vogue. This woman reads a variety of publications for a variety of different reasons. So as you adapt your topic for a specific publication, think about who reads it and why.
Make a list of all the publications you’d like to pitch, and then think about the types of headlines you see on the covers. How can you make your topic fit within the interests of their readers? Next, brainstorm ideas for each publication. For example, suppose your keynote addresses hormone imbalances, stress levels, and chronic fatigue. Consider the following pitches:

Woman’s World: How Stress Experts De-stress
Self Magazine: Staying Healthy During Stressful Times
Parents Magazine: When to Call a Doctor, Warning Signs for Kids
Wall Street Journal: Reduce Stress at Work, Diet & Exercise Tips
Ladies Home Journal: Tired All the Time? It Could Be Chronic Stress/Fatigue
Real Simple Magazine: One-Month Health Make-Over

These different hooks are all on the topic of stress; they are simply adjusted to fit the needs of each specific publication. The hooks address the audience directly and give them a reason for buying the magazine or watching the show.

Keep with the Times
The final aspect of a winning hook is newsworthiness. Media outlets love to have timely information linked to current events and trends. Exciting things happen every day all over the world: new products fill the market, technology advances, research draws conclusions, and people make things happen. Start a habit of reading the newspaper and watching the news regularly, and then adapt your ideas to the most cutting-edge information.
For example, suppose you speak to groups about circulatory health. Well, low-carb foods have been all over the news for some time, and a research team just discovered a link between heart attacks and individuals who cut complex carbohydrates from their diets. Using your background in health, what does this mean for low-carb dieters? How does this new report affect the public? As an expert, you can answer these questions, so use this to your advantage. Mention the new research in your hook. Always know what’s happening in the world, because if you can provide your unique take on a current event, the media will take notice.
Another excellent resource that gives you an edge with the media is Chase’s Calendar of Events. This book is published annually and lists scheduled events for every day of the year. For example, did you know that November 18th is Mickey Mouse’s birthday, Prematurity Awareness Day, the Great American Smokeout, and Married to a Scorpio Support Day? Each day of the year has a list, so with a little creativity, you’re bound to find something you can use. With a copy of Chase’s on your shelf, you’ll know what’s happening beforehand and you can develop your hook around an event. When you use these listings or adapt to other events in the news, you make your hook more appealing to the media.

Hook Your Way to Success
If you want to catch a fish, you have to use the right hook. Apply this same concept to your publicity campaign and develop a winning hook for each media outlet you approach. Expand your topic to appeal to more publications and more shows. With each outlet, adapt your hook to consider the audience’s needs, because that’s who the reporters and producers aim to please. Then link your topic to a current event to make it newsworthy. When you use these guidelines and create a winning hook, you will get more interviews, more articles published, and more publicity for your speaking career.

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.

Big Isn’t Necessarily Better

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 lead time before most magazines are published.

Need more PR? Here are the secrets of a regular appearance on radio or TV:

• Make yourself indispensable. Writers and speakers may be intimidated by the prospect of approaching radio and TV producers for publicity opportunities, but a simple shift in perspective will help. Know that producers, like magazine and newspaper editors, scramble daily to find knowledgeable interviewees on the latest topics and trends. They must constantly find new and exciting people to interview, so by adding yourself, as an expert, to their database, you’re actually doing them a favor!
• “If I could just get on Oprah…” Every writer and speaker dreams of the millions of viewers who watch a program like Oprah, but few think about this: the benefit of appearing on even the most popular TV show completely depends on how long you’re on air. If you only get three minutes, even on a huge hit interview show, it’s unlikely to make a significant impact on your potential audience. Therefore, you’re better off getting a longer spot on a local or regional show than a one-minute spot on a national show.
• Intense impact. The impact of radio and TV is powerful and over very quickly. Promotion on TV and radio from a single appearance or interview may draw immediate, short-term interest, but then little, if any, new response over the long term. Interest peaks for as few as ten minutes after the program is on. And that’s it. Nothing more…until the next appearance. However, if you can manage to appear on a local or syndicated radio or television show regularly, or on different shows on different channels with some consistency, you’ll build excellent name recognition and sell books.
• Publicize Yourself Today Whatever media forms you choose for marketing yourself and your work, know that it takes between six months and a year of consistent media exposure before you will stick in the public’s mind. You’ll become “top of the mind” for newspaper and magazine editors, radio and television producers, and then with the audience you desire using slow and steady promotion. So always aim high in your aspirations, but follow these pointers and you’ll find that regular, wide-ranging exposure is easier to get than you might think. And it’s the key to winning the big prize in the PR race.

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.

How to Get the Media to Notice Your Practice

by Pam Lontos

Why do some medical professionals appear in numerous magazines and trade journals and on a variety of TV and radio shows while others can barely get a producer or editor to take notice? The answer lies in the person’s ability to cultivate future interview opportunities. Those people who seem to appear everywhere know how to offer the most value to their media contacts.
You can get reporters and producers to remember you for future stories by positioning yourself as a valuable information source. The next time you talk with any member of the media, remember to use the following rapport-building techniques.

•    Show benefits
Tell the reporter or producer what unique perspective you can add to his or her story and why their audience will be interested in what you have to say. This is not the time to focus on your career highlights or your practice’s reputation; instead, focus on their audience and explain how you will help them.

•    Find future stories
Ask the editor or producer what stories he or she is planning to cover in the coming months. Listen carefully and figure out how your expertise somehow relates to those story ideas. If you find a fit, explain how you will be beneficial to what he or she is investigating. Offer some facts, statistics, or company anecdotes to make your point.

•    Be helpful
Continually finding new story angles and investigating breaking news is a tough job. Ask the interviewer what you can do to make his or her job easier. Can you offer some research material your R&D department has recently compiled? Can you explain a complicated topic to the audience in easy-to-understand language? Be an eager, accessible source of information so the interviewer will want to work with you on future stories.

•    Keep your facts up-to-date
Reporters don’t want to talk about last week’s topics; they want to know what is new and breaking today. They want to be on the cutting edge of what is happening, and they want your help to get them there. That’s why you must openly and willingly talk about what is happening in your industry – both the good and the bad trends. Additionally, continually update any facts or sources you cite to make sure they are accurate and reliable. Using statistics from the 1980s when more current ones are available will make you appear unprofessional and unknowledgeable.

•    Be unique and to-the-point
Always present your topic of expertise in a new light – one that may be close to someone else’s, but that catches the reporter or producer’s interest. Avoid lengthy emails, letters, or phone conversations. Between deadlines and interviews, media personnel have little time to spare. If the reporter or producer can’t grasp your unique perspective in the first few sentences, their audience won’t be able to either, and they won’t use your information.

•    Don’t be pushy
If the reporter or producer tells you that your information is not right for their audience, thank them for their time, ask if you may contact them in the future, and move on. Don’t try to push your information to a source that is not interested. If you appear to be too aggressive or too pushy, the media will not want to work with you, even if you could contribute something to a future story. Instead, they will contact a business leader who is more polite and accommodating to their needs.

•    Speak with integrity
How you speak to a reporter or producer has just as much effect on his or her opinion of you as what you say. In order to appear reliable, credible, and an excellent source of information, avoid speaking with industry jargon or out-of-date phrases. Speak as if you were explaining something for the first time. Also, offer current, first-hand accounts as examples to back up your statements so the reporter or producer knows you have real-life experience that others can learn from.

When you gear your approach to how you and your company can help the media rather than always asking how they can help promote your business, you gain lifelong contacts who will turn to you for the information they need. Before you know it, your company name will be continually in front of your clients, you will become the foremost expert in your field, and your profits will soar.

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.

Isn’t It Time You Turned your Articles Into Bookings?

Twelve Strategies to Leverage Your Published Articles

By Pam Lontos

You wrote the perfect magazine article about your topic: It’s 800-1000 words, filled with lots of meaty and usable tips, and completely focused on the readers’ challenges with absolutely no self-promotion at all. The editors love it (yes, that’s “editors” with an “s” because so many different magazines and journals have agreed to publish your masterpiece).
Now here it is a few months later and you have copies, tearsheets, and reprints of your great article from all the various publications. While you’re waiting for the meeting planners to notice you from all your publicity efforts, you can use this time to leverage your published author status. Here are twelve strategies for converting your published articles into paid speaking engagements.

1.    Make your resource box memorable: While you should never self-promote in your articles, you do still need a way to let readers know about all you have to offer. That’s what your resource box is for—the paragraph that appears after the article that explains who you are. The biggest mistake speakers make is stating that they’re president of ABC Company and author of The World’s Greatest Book, yet they never mention that they’re a speaker. So as you create your short resource box, be sure to mention that you’re a speaker, as well as all your contact information. Also, give a call to action, such as, “To have Mark speak at your next event call…” Or, you can offer that readers sign up for a free e-zine. Now you’ll have more e-zine subscribers, which means more potential business.

2.    Buy reprints: Most magazines offer reprint packages so you can get a set quantity of your article professionally laid out with the magazine masthead. This is usually much less expensive than buying 500 copies of the magazine. Or, you can simply ask the magazine editor if it’s okay to photocopy the article and use it for your marketing purposes. Then send reprints or copies to past clients, current prospects, and anyone else on your mailing list.

3.    Put a media page on your web site: On this page list all the articles you’ve had published, as well as those articles you are interviewed in as an expert source. Make sure people can click on the article title to read the full text, which will, of course, include your great resource box. Also put a notice on the page that companies and publications are free to use your articles as needed, provided that they keep your resource box intact and send you a copy or tearsheet. Finally, include your publication history in your web site bio. For example, you could write, “Joan has been published in over 150 magazines, such as Agency Sales Journal, Auto Success Magazine, and Broker Agent News, just to name a few.”

4.    Use your printed articles to market to industries of that type: If you have an article in a financial journal, write letters to related associations and companies and do a promotional mailing. For example, the financial industry can include banking, mortgage, and insurance outlets. Send a reprint of your article along with the letter and mention that you have been published in one of their industry’s top trade magazines. That’ll surely get their attention.

5.    Call the association executive director/meeting planner (not the editor) after your article is printed in their magazine: Many magazines and journals are association publications. And if there’s one thing every speaker wants, it’s to speak for associations. Think about it…when you speak to associations, most of the people in the audience are meeting planners who can hire you. So to get more speaking business, you definitely want to be seen in the association publications. Therefore, call the phone number in the magazine you’re published in and ask when their meetings are, or go to their web site and find out. Once you know the upcoming meeting dates, contact the association’s Executive Director and give your best pitch as to why you’d be the perfect speaker for their next event. Don’t forget to mention that you were just published in their magazine. After all, if your topic is good enough for their readers, then it’s also going to be a great fit for their conference.

6.    Write letters to various associations mentioning the article you just had published: You can purchase a disk of mailing lists for various associations. For example, if you’re article is published in a medical magazine, you can purchase disks of medical associations. Then you can do a mailing to the different associations that cites your credentials and how you can benefit the people attending their conference. In the letter be sure to mention that you’ve had articles published in related magazines and journals, even if the article wasn’t in their particular association publication. Cite four or five different magazines (in their same industry) where you’ve been published. This is important, because many times meeting planners will say, “Well, you know our topic, but do you know our industry?” By showing that you’ve been published in similar industries, you come across as the expert they’ve been searching for. Remember that all industries have similar challenges. Your goal is to have an article in a publication that targets as many industries as possible.

7.    Use publication names in your postcards: Next to your photo, insert a small line that reads something like, “John has been featured in over 100 magazines, including….” Remember that meeting planners receive hundreds of letters and mailings each week. When they see a postcard, which is easy to read, and then right away see a listing of some of the publications you’ve been in, they’re going to pick up your postcard and read more. They’ll think you have to be good because you’ve been in so many magazines. Understand that meeting planners have a fear of hiring someone who turns out to be lousy. When that happens, the bad decision falls on their shoulders. By showcasing right away that you’ve been published in many magazines, you give the impression that you’re the go-to person the media contacts for reliable information. That’s going to make you stand out over all the other speakers who have contacted that meeting planner.

8.    Give something for free: At the end of your article, offer a free tips sheet, CD, or something else of value. Then when a meeting planner calls you, you can offer to send them your free item. Now that you have their contact information, you can market to them on a regular basis.

9.    Make an entrance: Put a short list of your article publication history in your speech intro. This is especially important when you’re speaking to an association and there are executives in the audience who can hire you. You want them to know you’re the absolute best in your field before you even walk onto the stage.

10.    Talk it up: When a meeting planner contacts you, be sure to mention all the magazines in their industry in which you have been published. For example, if a financial association calls, mention all the articles you’ve had published in related industries such as insurance, banking, and mortgage publications.

11.    Update, update, update: Update your marketing materials, web site, blog, demo video, and one-sheet regularly with the names of current publications you’re in to boost your credibility. Make sure your one-sheet lists all the magazines you’ve been in. Write about the new articles you’re getting published in your blog. Include publications in your e-mail signature. Don’t do this updating simply once per year; do it monthly! Print your materials in small quantities so you can afford to update so regularly.

12.    Think big…and small: Don’t limit yourself to “big” publications; you never know who reads what. For example, just because your article is in Laundry Today (hardly the big name publication writers aspire to be in), don’t despair. The next person who calls you might just read that magazine, and she might just be from the company that does all the laundry for the all hospitals in the United States. Now that would be a client any speaker would love to have. The point is that if you want to be hired as a speaker, you have to remember that all industries have the same business problems as any other industry: sales, teamwork, hiring, delegation, motivation, etc. So don’t worry about the industry or the size of the publication. Small newsletters can get lots of mileage.

Go for the Long Haul
Stick with your article writing and pitching for at least one year so meeting planners think of you first. Realize that you need to be in several magazines every month in order to get the exposure you need. When meeting planners decide who to bring in for their next event, they often have a meeting with their staff where everyone throws out a few names to investigate. You want your name to be one of them. But you only accomplish that when you’re in magazines every month for at least a year. So stick with it. Before you know it you’ll hear meeting planners from every industry tell you, “I’ve seen your name everywhere!”

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.

Why You Must Raise Your PR Efforts in Down Times

By Pam Lontos

World War II brought some very hard times for many U.S. businesses. Resource rationing meant the end of many civilian products. Two of these were rubber and the ingredients for chewing gum.

But…

Even though Kelly-Springfield was not producing tires, tire advertising continued unabated.

Wrigley’s Gum started the “Remember This Wrapper” slogan so their presence wouldn’t be missed.

Both companies prospered after the War because they were still in the minds of consumers when these items again became available.  Many other companies didn’t fare so well and were never heard of again.

Now we are in some hard economic times again.  Speakers are finding many meetings cancelled or scaled back. Companies are using internal talent instead of hiring from the outside.  It’s time to cut the fat in your speaking business in order to get through the tough times.  But before you stop doing publicity, consider this: Who is going to remember you when the inevitable good times come back if they haven’t been seeing your name over and over?

Here are some tips on how to keep a presence in the minds of your market:

Keep updating your Website or Blog with fresh information that is useful to your clients and prospects.
You want people to keep coming back to your Internet presence.  One way to do that is to keep putting new articles on your Website or posting comments about current trends on your Blog. When people know that your content keeps pace with the breaking news, they will want to check in frequently.

Offer white papers on topics of importance to your target market.
Do research in your area of expertise and write a short white paper that gives good, meaty advice. Make this available to your clients and prospects.  Also, get the word out to the media that this research is available to them.

Write articles for the business and trade magazines that are read by your clients and prospects.
Articles in business and trade magazines will greatly expand your reach.  A 1,000-word article on an important topic to your market will keep you in the top of everyone’s mind. Lists of these magazines are available from several sources and can even be obtained at your local library.

Become an expert source for magazine and newspaper writers in your area of expertise.
Magazines and newspapers have to fill a lot of space for every issue.  They are desperate for new experts to quote.  Make them all aware of you and your expertise by phoning, faxing, or sending press releases.  Make your pitch new, edgy and vibrant.  They don’t want to hear the same old advice.

Keep all of this up through these tough times and you’ll be the first to be contacted when meeting planners have a need for your topic.

Seven Public Relations Secrets that Get Your Business Noticed

By Pam Lontos

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 paper, or as dynamic as having a front-page article with your name splashed across the headlines. But a successful publicity campaign is harder than you may think. It takes huge effort on your part to get your business noticed by the media.
So why bother? Is publicity really that important? Yes, yes… a thousand times, yes! The effectiveness of your publicity campaign will ultimately determine the success of your business. Publicity increases your sales without the outrageous cost of advertising. It adds credibility to your message and develops name recognition in your field. Essentially, publicity makes you stand out, above all the other businesses, to the buying public.
Now you don’t have to be a public relations expert to maximize the results of your publicity campaign. Use the following trade secrets to increase your visibility and sell more of your product or service:

1. Get to Know Your Audience
According to a survey conducted by Jericho Communications, the typical Fortune 1000 CEO is more likely to have watched The Simpsons than to have watched all three presidential debates. So what does this mean for your publicity? Simple, it means that you can’t make assumptions about your audience.
Understanding your audience and what appeals to them is important if you want to get noticed. Keep in mind that you have a variety of different tastes that go beyond your work, and so does everyone else. Figure out what magazines your audience reads and what shows they watch, then you read and watch the same things.

2. Create News
By familiarizing yourself with popular publications within your audience, you should gain an understanding of what issues are important to them and what interests them. Understand what they find newsworthy, and develop your publicity around these issues. Tie your topic to current events and target your audience directly when you pitch stories.
For example, if your business focuses on home organization, you can reach a business audience for “Clean Off Your Desk Day.” Or if you help businesses implement time management strategies in the workplace, you can reach an at-home audience with an article on how to tackle the home improvements you started, but never completed. Don’t be afraid to stretch the boundaries of your topic. And remember, create news that interests your audience, not that interests you.

3. Send Press Releases
Press releases are the easiest and quickest ways to advertise to a large audience, and they inform the media that you have something to offer. Press releases are also a good method for getting your product or service reviewed in publications. Watch the breaking news and if something ties to your business, send a press release to the newspapers, radio and television shows, and magazines offering your take as an expert to interview about the situation.
Give your press releases a professional look by using a letterhead. Keep them short (two pages maximum), and double space if possible. Direct it to a specific reporter or editor to make sure it doesn’t get lost in the stacks, and always use a slant aimed at the publication’s or show’s audience. And perhaps most important, don’t forget your contact information.

4. Develop a Winning Media Kit
As you approach the different media outlets, you’ll need to send them a media kit. Think of your media kit as your resume; it tells the media professionals about you and your business. A professional media kit should include your short bio, a summary of your product or service, and your contact information. Also include sample questions about your topic that the writer or host can use during the interview. Put all this information together in a professional folder, and present it to media professionals before interviews.

5. Solve Your Contact’s Problems
When it comes to stories, each reporter and producer has a unique personality and unique needs. If you can figure out what they want, you make their job much easier. And when you make a media professional’s job easier, they will come back to you for more quotes and more interviews. So ask them what other stories they’re working on, and for what other publications they write. Ask how you can help them and what other topics they’d like to see. Let the reporter, editor, or producer know that you care about their stories and their audience because in the end, you’ll both look good.
Establish working relationships with media professionals and develop a strong contact for increased publicity. Learn everything you can about the show or publication, and about their competition, so you can really make them shine.

6. Give a Great Interview
Do you know what it’s like to talk to a boring person? They drone on for hours about topics that don’t interest you and all you can think about is getting rid of them. Keep this in mind when you talk to the media, because if you’re boring, they won’t want to talk with you ever again. But if you have energy and keep your responses on the topic, you’ll keep the media professionals interested.
Before the interview, take time to prepare three to five main points you’d like to cover. Then if the conversation goes astray, you can revert back to these points with ease. Also, don’t be pushy about what you want. They may or may not have room in their story to mention your product or service. But if you ask nicely, you’ll have a better chance of getting it mentioned.

7. Follow-up
Once you’ve established contact with media professionals, maintain the relationships and follow-up for more exposure. Avoid nagging with “did you decide yet” calls, but do ask when the article will be published or when the show will air. Maybe you can offer a new bit of information in your follow-up call. And remember to reintroduce yourself, because reporters and producers talk to many different people every day.
Another important aspect of follow-up and common courtesy is a thank you note. These added touches of consideration let the media professionals know that you appreciate them and make them want to work with you again in the future.

Use the Public Relations Secrets to Success
A successful publicity campaign is hard work, but it doesn’t have to be excruciating. When you understand your readers and their interests, then target the publications and shows with a slant directed to the needs of their audience, you position yourself for maximum exposure. By using a professional approach and media kit, the media will take notice. Develop strong working relationships with media professionals, and you will get more quotes and interviews. Give a great interview, then follow-up with the reporter or producer to show your enthusiasm.
Publicity is the key to increasing your bottom line. Now you don’t have to be a public relations pro to make the most of your media exposure. With these seven secrets, you can maximize your public relations success and secure free publicity for your product or service.

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.

Which Media is Right for You?

By Pam Lontos

When starting your public relations campaign, you must decide where to put your emphasis. You want to target it to the right people by using the right kind of medium. So how do you decide whether to do print, television or radio?

There are certainly advantages for each medium, but you want to target your public relations campaign to what is best for your goals. You must also consider what it is you are selling – is it an expensive service that only a targeted group would want? Or is it a relatively inexpensive product such as a book or CD that would be good for the masses?

Here are some questions to ask that can help you decide which media is right for your publicity campaign:

1. Do you want businesses to hire you? Do you have a service that professionals would want? Then, print is a great choice for you. You can target the right audience by focusing on some of the many different publications out there – there is one for each industry, hobby, organization and interest. From women’s magazines to business magazines, newsstand publications like Inc. or Cosmopolitan to industry publications like real estate or financial magazines, there are a variety of ways to target a specific audience. In addition, studies have shown that print builds up your name and credibility more than any other medium because it is viewed as more reliable and believable than television or radio.
2. Is your goal to build credibility? Are you interested in a long-term impact? Do you want to increase your bookings or fees? If so, print is a good option. As mentioned earlier, people believe more in print than anything they hear on the radio or see on television. For example, many radio stations announced that Lisa Marie Presley married Michael Jackson, but audiences didn’t believe it when they heard it. Later that night, television shows picked up the story and announced the same thing, but audiences who saw it thought it was just a rumor. Finally, when the story was published in print, people believed it. Print gives you credibility, whether you are a writer, talking about your book in Cosmopolitan, or a featured author in an industry publication like Real Estate Professional or Credit Union Magazine. The audience assumes that when they see your name in print, you are the expert or leading authority on the topic. Print also helps build a long-term exposure because people keep magazines for months, even years, often sharing their favorite articles with friends, colleagues and family members. In fact, one speaker received a call for a speaking engagement with a major corporation after they read his article – even though the article was published ten years ago.
3. Are you selling to the masses? Is your product or service economical enough that everyone can afford it? If so, radio is a great option. Radio targets the masses – after all, everyone has access to a radio, whether they are soccer moms, business executives, students or taxi drivers. You can even target specific groups. For instance, if your product is featured during the morning rush hour, you’ll likely be reaching businesspeople on their way to work, as well as students and parents driving to school. Also, you can choose a specific radio station or show that targets a specialized market, such an afternoon talk show that attracts young men age 18-25 or a local show that reaches two or three counties in the area. This medium is not as good for getting more speaking engagements or raising your fees because you are reaching many people, who may not all need your product or service. However, if you have a product intended for the masses, it is a great medium. Also, keep in mind that after being on a radio show you will see fast results within the hour, but then it’s gone until the next time you come on. If you’re selling a book on the radio, you’ll want to be sure that it’s out and widely available at bookstores or online.
4. Is your product or service available nationwide? Is it something that would appeal to the masses? If so, then television a good choice for you. Similar to radio, you can reach the masses and also have the option of targeting your message to a specific audience. With television, you have the flexibility of targeting a certain area, by choosing a local station or show. You can also target a specific audience – such as 25 – 45 year-olds that watch the cooking channel or teens and young adults who watch the MTV network. Like radio, you can experience fast sales in just a few hours, but then it will stop unless you are booked on the show regularly and frequently. Be sure that before you are booked on the television show, your product is fully stocked and available in stores or online, otherwise you’ll be missing out on sales.

Whether you do radio, television or print, or a combination thereof, the key is to focus on the media that reaches the audience you want and delivers the results you need. Decide if you’re trying to build credibility, raise your speaking fees, or sell more product. Decide on whether you’re trying to reach the masses – whether they are decision-makers or not. Are you selling expensive services or an inexpensive product? Your goals will determine the media that is right for you.

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.

Famous From One Hit? Don’t Hold Your Breath!

By: Pam Lontos

You have an article coming out in a national magazine, or you are appearing on a television show.  You are all excited and are thinking, “Wow, I better get ready for the flood of calls.”  The only problem is you only have one hit.  While you might get some calls, it won’t be enough to create name recognition.  To really become famous, you need repetition.  Your name needs to be in front of decision makers over and over again before it will really make a difference.

How many times do you hear something to actually recognize it?

The first time someone looks at an ad, they do not see it.
The third time they see it, they are conscious of its existence.
The fifth time, they read it.
The seventh time they read it through and say, “Oh wow, that sounds great!”

People need to see things at least seven times to even remember it.  When someone reads about you in an article, they may not have a need for your services or products at that particular moment.  But by continually having your name out there, they will begin to recognize it and when the time comes for them to need your product or service, they will remember seeing your name.

For example:
Al’s appliance store decides to advertise on the radio.  Several thousands of people hear the ad, however many of them don’t need a refrigerator at that time.  Several months later, they move into an unfurnished apartment or their fridge breaks.  If Al’s has been consistently advertising, they are going to immediately think “Oh I need a new fridge,” and go into Al’s first, instead of the competition.

That’s what you want.  When the time comes for meeting planners to hire a speaker and they throw out five or six names, you want them to remember your name.  If they suddenly decide to go on a diet, they need a management book, or become interested in self-improvement and they have been seeing your name consistently in the press, they will remember you.

One time is not enough.  Repetition of seeing or hearing your name or product over and over will make an imprint on their mind, which is what actually makes you famous.

Here are some steps to get famous:

1.    Get your name out everywhere.
Don’t say this magazine is too small, or the subscription rate is too low.  If they want an article or interview from you, do it.  Many times a larger magazine or newspaper will pick up stories and articles from smaller publications.  You could have originally interviewed for your small, local paper and have it picked up by the Wall Street Journal or the USA Today.

Don’t discount a publication because you don’t think it fits your target audience.  You never know who is reading what.  Maybe one person will have read an article you are quoted in and pass it along to their friend, in another industry, who has a need for your product or service.  This is another imprint, another opportunity to get your name in front of the decision makers.

2.    Utilize all the different types of media.
For example, someone buys a newsstand magazine, like Entrepreneur or Inc. and there you are quoted as an expert in one of the stories.  The article mentions that you are a speaker or consultant and mentions your book.  Then later that same person is reading a newspaper article and there you are quoted again.  The next month they read their industry journal and there is an article written by you with you name and contact information.  This same person types your topic in on the Internet and there is your name yet again.  Then they suddenly start to say, “Gee this person must be great.  I see their name everywhere!”  Now you are becoming famous.  You are building what is called top of mind awareness.

3.    Don’t just stay in your niche.
If your expertise is in sales, you can be interviewed for stories and articles on a variety of topics, such as motivation, determination, phone skills, presentations kills, dealing with conflict, and more.  You can also draw on experiences from your personal life, such as how to avoid afternoon slump.  If they are writing an article on dogs in the office and you have a dog in your office, interview for that too.  That is another opportunity for your name to be out there.

4.    Get your timing down.
Don’t forget that publications have a lead-time, the amount of time that stories need to be submitted to be included in a specific issue.  Many major newsstand magazines have a lead-time of six months or more.  In order to be included in the May issue of Entrepreneur, the writer will need to have turned in the story by December.  This means that you will have to have pitched the reporter approximately one month before that so that they have enough time to write and edit the story before turning it in.  If you have a book or new product or service coming out, you will need to time your publicity efforts accordingly.

5.    Utilize press releases.
A press release is a great opportunity to get your name in front of multiple newspapers on a topic that is timely.  For example, if you were an expert on industrial safety and there was an explosion in a mine, causing 10 miners to be trapped underground, you should send out a press release that positions you as an expert.  You can discuss a wide variety of topics: what safety gear the miners should have had, what kind of violations might have been present, what conditions the miners will be facing, what can be done going forward to prevent such accidents and more!

6.    Don’t rely on the media to get to your prospects.
Don’t pass up on an opportunity to get your name in front of prospective clients.  If you have appeared in their trade journal, create a nice tear sheet of the article and send it to them with a one sheet and some information on what you could offer their company.  You should keep a copy of all your hits.  Once you have compiled a comprehensive library, you can tailor your tear sheets to the industry you are targeting.  For example, if you are sending materials to the financial industry, you can include all your articles from financial trade and association magazines, and even from some of the larger business publications.

It is very rare that a person will become an overnight success from one hit.  Usually it is the start of a long road.  A building block in the success that you are reaching for.  To achieve fame, you need repetition.  Your name needs to be in front of decision makers over and over again before it will really begin to make a difference.  You never know where someone will see your name and decide to give you a call.

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.