2010 April — Get In Front Communications

10 Tips for Pitching Your Story to the Media and Getting Publicity

It’s the “Incredible Shrinking News Hole.”

If you’re working hard to get publicity, you are well aware that slashed news budgets, reduced staffing and the technology revolution are forcing us to change the way we pitch stories and interact with news decision makers.

While some things have clearly changed, many have stayed the same.

Here are 10 ways for you to pitch your story and get publicity- in 2010:

1. Love your story. If you don’t love your story, reporters won’t love your story. Be passionate about your pitch and content.

2. Go for remarkable. In Seth Godin’s book, The Purple Cow, he writes that we have to step beyond simply looking for fresh angles with our products and services. The ”purple snowflake” is the piece or approach that differentiates your pitch or press release from the crowd. It’s unique, special and intriguing. To get the attention of reporters, you must be remarkable. Think creative, think WOW! There’s too much clutter and competition in the marketplace for anything less.

3. Remember that news has a cascading effect. When you have get your story covered, keep in mind that reporters and producers are always watching their competition. This often causes a ripple effect and can lead to interest and news coverage from other media organizations, bloggers, Social Media movers and shakers and online article directories.

4. Know your pitch. To write an amazing pitch, find the golden nugget in your story and be remarkable, you must know the intricate details of whatever you’re pitching. Consider the questions reporters would ask you and be sure you can answer them with accuracy and enthusiasm. If you can’t, you must be able to get the information quickly and follow-up. If you are the contact person, you must be on the ball.

5. Think beyond yourself. When developing your pitch, always base it on this: ”How does my story impact the general public; how can people benefit from this information?” The media doesn’t care about the number of books you sell or contracts you close. If that’s your concern, pay for an ad because you’re not thinking like a news decision maker. News is about people. People love great stories.

6. Get out there! An article, Tweet, blog post, link or interview you have on your website or the Internet can lead to big opportunities. Based on how we use technology in business, news, marketing and public relations, many reporters and producers don’t even take pitches over the phone or open e-mails from people ” like us.” They don’t have to. Anyone from an intern to a high-level network producer can simply go online and find plenty of interesting stories, without being pestered. My 14-year-old son Danny, who wrote a kids book last year (“The ABC’s of Autism”), was just interviewed on NBC’s Today. The producer contacted us after seeing an old article that was archived on a newspaper website.

7. Do your homework. Understand the target audience, demographics and content of the news outlet you are pitching. Personal pitches that are relevant will help you get noticed by news professionals. It will also help build your credibility and relationships. Become a trusted news source.

8. Use technology to your advantage. By researching key words, signing up for Google Alerts and watching online trends in your industry, you can gain prominence with search engines and indexing. This includes writing catchy headlines with keywords and popular search phrases, and including links in your content. Check out www.prgrader.com. (it’s free and can help you before you send out your release)

9. Write like a reporter. Short, concise and easy-to-understand pitches, articles and press releases are the best. I worked in radio newsrooms for years. Think in sound bites and eight words or less. No one seems to have time for much more than that. Confusion= Zero.

10. Hang out where they hang out. Pay attention to where the reporters spend their time–online. Connect with them through LinkedIn groups, Twitter chats and webinars. Your goal is to watch them, engage them, and then connect offline. Again, take time to understand what they are about and build relationships.

Did anyone say Return on Investment? Follow these tips and you’ll be on the path marked ”ROI Avenue.”

Filed Under: Blogging, Business, Marketing, media, News, Online Marketing, Public Relations, Social Media, Social Networking, Writing Tagged With: articles, Blogging, blogs, Business, credibility, Marketing, media, News, PR, press releases, Public Relations, publicity, reporters, Social Media, technology, Twitter, Writing

Powerful Testimonials: 3 Ways Technology Attracts Business

by Susan Young at 10:01 am 1 Comment

Testimonials, rave reviews and recommendations of our products, services, and companies are powerful. They are marketing tools that help increase sales, build your reputation and make more money. Anyone who has ever filled out a college or job application knows recommendations and references can be the deciding factor that helps you beat the competition.

You can communicate your own marketing message, but the words of others will resonate on a different level. It’s called Third Party Validation, which is critical in business.

Here are 3 quick tips to supercharge the testimonials you use on your website and Social Media channels:

1. Record a video testimonial from a satisfied client. This can be a 30-60 second snippet recorded on a flipcam that’s easily uploaded to your site. If you can’t record the clip because of distance/location, explore opportunities with Jing, Skype and other video tools. Maybe your client could use their own camera and e-mail you a file. Video allows prospects to hear and see the enthusiasm of your satisfied client. The written words are good for brochures, but they will come to life when a “real person” delivers the message. Priceless.

2. Interview your satisfied client–on the fly. This is ideal for speakers and trainers. When you finish your session, participants and organizers will likely approach you with compliments and gratitude (<Smile>). Ask one or two if they could stick around as the room clears so you can get a quick video testimonial. Of course you’re prepared with your handy flipcam. Keep in mind, not everyone likes to be put on the spot. They may be having a bad hair day or feel nervous speaking off the cuff. If they seem uncomfortable, let it go. Also, consider the target audience for your testimonial. You can use praise from a participant on what they learned and how they’ll apply it. You can also get feedback from the organizer or event planner about how easy it was to work with you. When you do a good job, they look like a hero. Capture their energy–in the moment. Heads up though: if you record a video in a room where you just presented, be aware of background visuals, noise and conversations.

3. Use audio testimonials and pictures. If video isn’t feasible, the spoken word is still quite powerful. Here’s an easy method that worked for me. I ask one of my satisfied clients (a.k.a. “The President of My Fan Club”) to provide me with an audio testimonial. We arrange a time for the two of us to dial in to my free conference call service, which offers a recording option. The client knows in advance the call is about 5-10 minutes; a casual conversation/Q&A that’s being recorded and I will edit the file. After the interview, my assistant transcribes the comments. I review the text to look for short punchy phrases and nuggets. Then I go back and edit the audio portion of the call to match the transcript section I like. Finally, post a high-resolution JPG headshot of your client next to the text and audio file. Now a visitor to your site can see the face of your satisfied client, read a few lines of a testimionial, and hear their voice and words.

Here’s the most important part for the content you’ll gather. Use the ”B-D-A” approach. This is where content rules.

Coach your client to be very specific about the Before, During and After (BDA). For example, ask your client (in advance so they can prepare) what their business/life was like before you came along. Have them identify their challenges. Then ask why they hired you and what it was like to work with you. Let them talk about the emotional feeling of success they experienced because of your expertise, style and personality. The third part is the specific results they achieved from your time together. For example, “We saw a 40% growth in sales in just two months because of the new software.” Numbers and statistics are good.

In the end, testimonials should be concise, compelling and heartfelt. They are also a critical marketing tool that turn prospects into clients. When other people “sell” you, it’s a beautiful thing.

(Photo Credit: David’s Digits)

Filed Under: Business, Communication, Interpersonal Relationships, Marketing, Online Marketing, sales, Social Media, Success Tagged With: Business, business growth, credibility, customers, interviews, Marketing, message, Relationships, speaking, technology, testimonials, video

The 3 Most Dangerous Words in Communication

by Susan Young at 6:22 pm 2 Comments

The three most dangerous words in communication are “I know that.”

When someone utters this phrase it means:

Their eyes are closed
Their minds are blocked
Their hearts are barricaded
They are completely shut down

In other words, you’ve reached a dead-end.

Consider the times you may have used these words. Think back to the circumstances, why you said them and to whom you were speaking. Chances are it was not a very productive conversation. You probably felt physical tension and angst in your body as well.

A Willingness to Learn

Strong interpersonal relationships, effective communication and a willingness to learn are all centered on open dialogues and conversations. Are you receptive to the opinions and comments of others? You don’t have to agree, but it’s important to acknowledge them. When we approach conversations with an open mind and sense of calm, a more productive outcome will result.

“I know that” speaks volumes about your attitude, motivation and communication skills.

The next time you’re tempted to use this expression, step back for a quick second and bite your tongue. Be open and receptive to what is being said.

Filed Under: Business, Communication, Interpersonal Relationships, listening, rapport, Success Tagged With: Attitude, Business, Communication, Interpersonal Communication, listening, rapport, Relationships, Success

The Broken Pieces of Breaking News and Social Media

by Susan Young at 2:39 pm 7 Comments

I recently interviewed Michelle Malkin, a syndicated columnist, author and Fox News Channel Contributor. Like me, she is from New Jersey. She’s also a mom, blogger and a humble woman who honed her journalism career by working in the trenches as a news reporter. Sounds awfully familiar.

She told me this is an exciting time in Social Media- especially with the unraveling of the traditional press. ”I think it’s the best thing that’s happened to the first amendment in my lifetime. I’ve straddled both worlds for quite a while now and started out in ‘dead tree journalism’ in 1992. I worked for the LA Daily News and the Seattle Times. I still have a syndicated column. But traditional media–the dinosaur media–has become less and less relevant as people discover they are not fulfilling their role as true watchdogs.”

A Dangerous Free-For-All

I embarked on this Social Media Revolution armed with a college degree in Mass Communication and 20 + years of news, PR and communication experience.

The one aspect of Social Media that makes me cringe is that so many mainstream people (those without formal news training or experience) have decided to become citizen journalists. They want to keep us on the collective “straight and narrow” because traditional media is unable or unwilling to be the media watchdogs. That’s honorable…IF you know what’s involved.

You must be responsible for the content that you write, blog, Tweet and deliver. The real-time pace of news in Social Media means that citizen journalists want to “break a story” or cite statistics without fact-checking for accuracy or attributing sources. There are no watchdog’s; it’s become a dangerous free-for-all.

There can not be a choice between accuracy and speed. The challenge is media wanna-be’s don’t truly understand what happens in a newsroom when there is breaking news. They lack the mindset, critical thinking skills and process that’s essential to the story and ultimately serving the public as a trusted news source.

Accuracy Equals Credibility

Michelle Malkin agrees. She points out that citizen journalists are often walking a fine line.

“The best check and balance is to hold people accountable for what they publish. If you look at citizen journalists and developments in the blogosphere, we have self-correcting mechanisms. We put ourselves out there on the line and all we have is our credibility. In the end people will either trust us or won’t trust us. We have to correct things when we’re wrong. We have to disclose things. There’s an immediacy in this 24/7 cycle that we respond to and react to in a way that the dinosaur media has not learned to do yet.”

Too many media executives are insulated from the pulse and pace of the new news cycle of Social Media. They refuse to be dynamic and creative leaders online. Instead they get caught up with lawyers, policy and outdated methods of delivering their product. The results are massive layoff’s, feeding the victim mentality of news staff, and plunging revenues. As media analyst Bernie Goldberg said, network news executives are their own funeral directors.

Where does that leave us? We must continue to tap into the creativity and talents of those willing to learn and apply technology. The most important lesson we can learn from the “dinosaur media” and apply to our Revolution is this: Accuracy must always come before speed. It’s not either/or. It’s both. In that order.

If you have to ask the question of which comes first, keep your day job.

Filed Under: Blogging, Communication, Leadership, News, Online Marketing, Public Relations, Social Media, Social Networking, Writing Tagged With: blog posts, Blogging, blogs, communications, credibility, Fox News Channel, interviews, media, Michelle Malkin, News, PR, Public Relations, reporters, Social Media, technology, Twitter, Writing

How to Build Your Community in Social Media

by Susan Young at 7:37 pm 24 Comments

Dictionary.com defines the word community as ”a social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage.” It also states that the word community is a noun. For all the social media geeks, I guess our “specific locality” is the universe.

In social media circles, community may be a noun (a “virtual place, space, or chat” ) but the focus of a successful online community is verbs: action, interaction, engagement, sharing, and giving.

Building a community online is all about these five core words: What Can I Give You?

What can you give to build and contribute to your social media community? Consider these opportunities:

I can give good information.
I can give my time to others who ask for help.
I can give my business expertise without expecting anything in return.
I can give a virtual hug or smile when I believe it can help someone’s mood.
I can give a link to a resource.
I can give hope and wisdom by sharing an insightful or uplifting video, article, or blog post.
I can give a recommendation on Linked In or a #Follow Friday shout on Twitter.
I can give someone a compliment or postive comment on their blog.
I can give someone a break (by not calling them out on something in public)
I can give my experiences and “lessons learned” in a chat or group forum.
I can give someone space if they don’t respond to me as I had wanted.
I can give a second chance to someone who may have goofed.
I can give a social media newcomer helpful tips and connections.
I can give students, interns, and young people an opportunity to learn from me.
I can give the gift of my attention to others by acknowledging and appreciating them.

In a different generation there was a catch phrase of “It Takes a Village.” Welcome to a new era that doesn’t “take” anything. We have morphed into a community of givers. That’s a good thing.

Mr. Rogers (from the old neighborhood) would be damn proud.

(Photo Credit: Dreambird)

Filed Under: Business, Communication, Social Networking Tagged With: Communication, Relationships, Social Media, Twitter

7 Habits of Highly Successful Social Media Communicators

by Susan Young at 2:24 pm 18 Comments

Technology and social networking have clearly changed the way we communicate. If you use Social Media and online networking to increase your sales and grow your business, there’s good news. You don’t have to reinvent the wheel. Success leaves clues.

1. Share good content without selling. Become a trusted resource for people who need your expertise. Check out Tamar Weinberg. She’s a top-notch example of an insightful writer and resource. Hint: when posting a link, don’t lead people to a landing page for your book, webinar, e-zine or CD series. If you want to “hawk stuff”, go to your local flea market.

2. Write to express, not to impress. Whether it’s a bylined article, blog or newsletter, just be yourself. Friends, followers and connections will appreciate your authenticity, style and candor. Read a few posts from Seth Godin. Big words and industry jargon can quickly confuse readers and/or viewers. Hint: people will not check a Thesaurus or dictionary; they will simply hit delete and move on. Keep their attention.

3. Understand that “The Art of Twitter Lies in the Retweet.” Peter Shankman, founder of Help A Reporter Out (HARO) is right on target with these words. Hint: be sure your Tweets and links are compelling enough that others are eager to share your message.

4. Position yourself to succeed. That’s the message of Gary Vaynerchuk, author of Crush It! Hint: Gary always touts his willingness early on to respond to blog comments and e-mails personally. This shows you are respectful, caring, accessible, engaging and real. First impressions count. Absolutely.

5. Weave in your personality. Sure it’s business but you don’t want to be a Social Media sleeping pill. Avoid dry and boring messages, posts and links. Hint: successful leaders are charismatic communicators- in person and online. Chris Guillebeau’s blog, The Art of Non-Comformity, captures the essence of his personality. He’s a true pleasure to read.

6. Post when you have something to say. Others will appreciate your “editorial judgment” and your consideration of their time. Hint: you wouldn’t call someone on the phone if you didn’t have something to share or discuss. It’s the same with Social Networking. Mack Collier is living this concept.

7. Pass along solid information. Business leaders can set aside their ego and share resources, apps, articles, blogs, and links with others without compromising their own credibility. No one expects you to know everything. Jason Better is a terrific example. Hint: be generous in the spirit of helping others to grow their business and succeed.

These 7 habits should not be forced or uncomfortable for you. When they become second nature and integral to your values, you will have built a strong and respected presence in Social Media and networking channels.