As a journalist, I hear fabulous stories from people every single day. Whether they are my clients or people I meet in the grocery store, I realize that everybody has a story and I am all ears to hear it.
So many business people either miss or disregard the opportunity to share their unique story with the world. And hence, they miss the many public relations opportunities the media can provide.
Why You Should Get Your Story in the Media
It Gets People Talking
If a journalist finds your story interesting, and a publisher thinks it is interesting enough to write about, then thousands of other people will too. I published a feature story about “What really goes on during spring break,” and was standing behind two moms in the grocery line one day when I overheard them talking about what they learned from the story. “I’m not sure I’ll let my daughter go without a chaperone now,” I heard one say. Think of all the people you can impact from your own story!
It Establishes You as the Expert
Nothing establishes you better as an expert in your field than a third-party endorsement. You can talk all day about how wonderful, talented and educated you are, but that’s just you talking. However, when a credible outside source — like the media — cites you as the expert or tells your story, suddenly you are elevated in the reader’s or viewer’s eyes.
You Can Get Fantastic Marketing Mileage From It
An often-missed opportunity is the ability to use your media appearance in your marketing. Business people should take every opportunity to share their print, online or video story with the world. Post about it on your social media channels and include a link. Put it on your website media page with a link (you do have one, don’t you?). Place it in your email or print newsletter. Get reprints and include them in your invoice mailings and as handouts. Frame your article and hang it prominently in a public place at work. Blow it up and use it as a visual at trade shows and meetings. Refer to it in your email signature. Cite your media appearance when doing interviews.
You Can Build On It
It is easy to build additional features from your first media appearance. Get a local article published and it instantly gives you credibility you can take to other — and larger — media. If one media outlet thinks you are credible enough to write about, others will too and it will be easier to sell each subsequent placement. Use “As Seen In” in your marketing and on your website to build credibility with your visitors and readers. Check out Scott Steinburg’s website for a good example. Know that any media you pitch will automatically go to your website to review your credentials.
Warning: It Has to Be Timely
If there is one caveat, it is that the story must be timely. It cannot be old news or the media will not be interested. And keep in mind that to publish a story in a print outlet, you need up to six months lead time. If you have a unique event coming up, or have just accomplished something important, you must jump on the opportunity to sell your story immediately. Look also for ways to tie in with current news stories or hot trends. The media is always looking for people to interview or for relevant experiences that can illustrate their stories.
Let All the Buzz Tell Your Story
As a public relations firm, All the Buzz helps business owners get their stories into the media. We’ve helped to line up television appearances, and countless feature stories in magazines and newspapers, and even set up a fan club with fan public appearances and on-site media interviews for a well-known athlete a few years ago.
If you think you have a story that can impact the world — or just your potential clients — contact All the Buzz. We’ll review your story with you, help you formulate the angle that sells, and assist in placing your story in the media.
We also provide media training for those who might feel uncomfortable prior to a media interview or appearance, and can assist in creating videos that can be shared online. Contact All the Buzz today.
Get the Facts
First, it provides us with the facts we need about a company’s products, services, customer service policies, history, background, target customer audience and goals.
Get the Tone
Second, it gives us the opportunity to “hear” the company owner. We listen not just for the facts but for how the owner represents the business. Does he or she speak using technical language? Are the sentences long or short? Is there humor? This helps us to write in “their voice,” not our own, and is especially helpful when writing a speech the interviewee will be delivering. Most of the time our client remarks, “It sounds just like me!”
Get the Customer
Listening also helps us to uncover problems the owner may be having in the business, or issues their customers might be having. These can and should be addressed when creating good copy. Continue reading →
When I was director of marketing for a national company, my office was situated right next to that of the president’s. One day, he walked by my door and saw me sitting in the visitor chair at the opposite side of the desk than my normal chair. I was just sitting.
The president stopped in the doorway and asked me, “What are you doing?”
I answered, “I’m looking at the company from the customer’s point of view.”
We are often so busy working at our own jobs that we can overlook the point of view our customer sees. Therefore, it is good to either take a moment to “sit in their chair,” or hire an outside eye (trained consultant) who can identify just what it is the customer sees…and needs.
As a hired marketing consultant, I have made the tiniest tweaks in someone’s presentation, look, office, retail space or marketing strategy that have made huge differences the next time they Continue reading →
I love this quote from Warren Buffett because it truly describes what sales and marketing is all about.
If your clients or customers are complaining about the price of the services or goods you are offering, they probably don’t understand the value of what they are buying. And this is where you need to beef up your marketing efforts.
We’ve all heard how we must feature the benefits of an item, not its features when selling. This concept takes that credo to a new level. People will pay — and pay handsomely — for something they value.
Within the past few months I had the opportunity to work with a start-up company in creating its brand and new website. We went round and round with the pricing for copywriting on their new site. If it weren’t for the fact that I was referred to them by someone they respected, I’m not sure they would have hired a copywriter at all. They simply didn’t see the value in good writing or the need to pay for it. But in the end, Continue reading →
They say that those who are passionate about what they do never feel as if they are working. Their passion is what drives them, and what makes them successful.
Wonder if you’re still passionate about your business? Take this quick quiz to find out: Continue reading →
Washington Post Reports Writing Skills Rising on the List of Job Requirements But Failing in Candidates
Selingo continues to reports hearing an interviewer from government contracting firm, looking to hire proposal writers for federal agencies, complain about “how difficult it is to find good writers these days.” Continue reading →
I was listening to a TED Talk today that offered to teach people how to find their true calling in just five minutes. In it, the speaker, Adam Leipzig, asked the audience five questions:
- What is your name?
- What do you do?
- Who do you do it for?
- What do those people want and need?
- How do they change as a result?
Even as a professional writer, I have to review everything I write to make sure I am writing in “active voice.” I review for it in my professional writing as well as my everyday correspondences via email or letters, and believe it or not, I usually find at least one place where I can make my writing stronger.
What is Active Voice?
When using active voice, the subject of the sentence performs the action expressed in the verb: The girl brushed the dog. An example of this same sentence in passive voice would be: The dog was brushed by the girl. One tip for identifying a passive sentence is to look for the word “by.”
Why is Active Voice Important?
Active voice sentences are preferable in writing because Continue reading →