Press release” seems to be a bit of a buzz word that’s floating around at the moment. Everyone says you need to have one, but many people don’t really know what they are. Well, kind reader, I’m here to clarify a few things about press releases, and why they can be useful for your business.
A press release, also known as a ‘media release’, is a piece of writing you can do yourself or have done for you as a means of gaining exposure. Written in the style of a news report, it is based around some kind of news-worthy thing you are doing, such as:
Your grand opening
Being involved in charity, such as donating a portion of your earnings
Stocking an exclusive product
An involvement in local community
Running a service or selling a product that no one else is
Any kind of thing that sets you apart, like your age, gender, race, socio-economic status, etc.
Any kind of human interest
You can employ a writer to generate news-worthiness for you, or you can become involved in anything I’ve listed above in order to create news-worthiness for your business.
The idea is to have the release distributed to media outlets who will be interested in what you’re doing and consequently publish your news – for free. With this in mind, it is obviously incredibly important to have a well written, interesting and interest holding release that will appeal to the outlets targeted. What you are presenting to them must be truly news worthy if you hope to gain free publicity from it (conversely, you can send it to really desperate publications, but that might not reflect to well on your business!).
So there are two options.
Hire a writer/distributor. This person will take care of writing the press release for you, and then send it out to the appropriate avenues. Some will also take charge of following up the contacts they have made, to further increase your chances of securing a publication. The thing to make sure of here is that the writer/distributor excels in both areas! Better still, find a firm that has two different specialists taking care of each part of the process for maximum impact.
Hire a writer, then hire a distributor. Some writers have a particular style that appeals to certain people. You may have a writer in mind and believe they’ll really get through to the publications you’re targeting, and if that’s the case you should use them by all means. Once you have the perfect press release, you can then work with a specialised distributor to get your name and story out to the right places.
The option you choose is completely a matter of taste, though budget might also be a factor. There is some debate as to the importance of each component – can you get publicity with a crappy press release if you have a great distributor; does the release speak for itself and the distributor is thus merely a vessel?
Websites such as PR Web provide some excellent examples and ideas for effective press releases, as well as ways to distribute and market your release on the Internet. If you have never even considered approaching the media for publicity, this is a good place to start.
Overall, they are an excellent way to gain exposure and interest in your business. The outlay is generally quite small, and the opportunity for gain is enormous. A risk well worth taking!
Tuesday, May 29, 2007
Change Your Tone - Media Coverage Shouldn't Be Toned By Software
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
Public Relations, Small Businesses & Viral Marketing
Most business owners do not realise that they are an expert in their field. The media always require expert opinion when collating data for a story. How can you bridge the gap and get your business in the papers?
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
I will leave you with on final thought. Never ever make up anything in your article and always research any facts that you include within. If you do quote any statistics, keep a record of where these came from just in case you are asked to substantiate your research. Your words will come back to haunt you if you have any half truths and your article does well.
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
I will leave you with on final thought. Never ever make up anything in your article and always research any facts that you include within. If you do quote any statistics, keep a record of where these came from just in case you are asked to substantiate your research. Your words will come back to haunt you if you have any half truths and your article does well.
Public Relations - The Press' Power to Influence
It’s amazing how powerful a bit of advertising in the press can be. The public seems to take the printed word as the gospel truth! If you manage to get your work published, you’ll find that your credibility goes up enormously. It’s been proven that coverage by the media is more powerful than advertising in the press by 100% at least.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
How to Create Instant Publicity With Press Release Marketing
Press releases are another nifty, inexpensive tool which can help to quickly promote your web site or business. With the advent of web-based PR distribution services, press releases have become a much more popular means of distributing newsworthy content than ever before.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
There you have it. If you’re interested in generating publicity, building your reputation, and increasing the number of sites that link to you, press releases can be a useful tool. With almost no monetary investment, you can start generating exposure for your company in as little as 24 hours.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
There you have it. If you’re interested in generating publicity, building your reputation, and increasing the number of sites that link to you, press releases can be a useful tool. With almost no monetary investment, you can start generating exposure for your company in as little as 24 hours.
How To Use Press Releases To Get Traffic And Build Links To Your Website
One of the most powerful ways to bring traffic into a website and build links is to use press releases.
If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.
Even if your press release doesn’t generate any interest from reporters, it will still help your website.
A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.
Even when given all the benefits of press releases, however, most people will never use them.
They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.
Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.
Here’s a few tips for successful press releases.
1) Headlines Are Vital
Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.
2) Not An Advertisement
Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.
3) Quotes
Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.
So next time you’re looking for to get more traffic or links to your website, give the press release a try.
If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.
Even if your press release doesn’t generate any interest from reporters, it will still help your website.
A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.
Even when given all the benefits of press releases, however, most people will never use them.
They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.
Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.
Here’s a few tips for successful press releases.
1) Headlines Are Vital
Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.
2) Not An Advertisement
Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.
3) Quotes
Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.
So next time you’re looking for to get more traffic or links to your website, give the press release a try.
Increasing Your Media Quotient (MQ) - Part One
You've all heard about personal intelligence or IQ and Emotional Intelligence, EQ. But what about MQ, what I call Media Intelligence?
Managers, leaders and entrepreneurs with a high MQ tend to be on the whole more successful than the general population.
They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.
Think high MQ people and the names Sir Richard Branson, Donald Trump and Dame Anita Roddick come to mind.
But how can you increase your MQ or Media Quotient and how can you have control over your message?
I was recently a guest on an international forum with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.
This article, part one of three, provides answers to the most common questions people around the world have about increasing their MQ or Media Quotient.
Managers, leaders and entrepreneurs with a high MQ tend to be on the whole more successful than the general population.
They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.
Think high MQ people and the names Sir Richard Branson, Donald Trump and Dame Anita Roddick come to mind.
But how can you increase your MQ or Media Quotient and how can you have control over your message?
I was recently a guest on an international forum with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.
This article, part one of three, provides answers to the most common questions people around the world have about increasing their MQ or Media Quotient.
Friday, May 25, 2007
Change Your Tone - Media Coverage Shouldn't Be Toned By Software
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
Public Relations, Small Businesses & Viral Marketing
Most business owners do not realise that they are an expert in their field. The media always require expert opinion when collating data for a story. How can you bridge the gap and get your business in the papers?
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
Public Relations - The Press' Power to Influence
It’s amazing how powerful a bit of advertising in the press can be. The public seems to take the printed word as the gospel truth! If you manage to get your work published, you’ll find that your credibility goes up enormously. It’s been proven that coverage by the media is more powerful than advertising in the press by 100% at least.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
How to Create Instant Publicity With Press Release Marketing
Press releases are another nifty, inexpensive tool which can help to quickly promote your web site or business. With the advent of web-based PR distribution services, press releases have become a much more popular means of distributing newsworthy content than ever before.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
How To Use Press Releases To Get Traffic And Build Links To Your Website
One of the most powerful ways to bring traffic into a website and build links is to use press releases.
If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.
Even if your press release doesn’t generate any interest from reporters, it will still help your website.
A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.
Even when given all the benefits of press releases, however, most people will never use them.
They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.
Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.
Here’s a few tips for successful press releases.
1) Headlines Are Vital
Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.
2) Not An Advertisement
Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.
3) Quotes
Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.
If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.
Even if your press release doesn’t generate any interest from reporters, it will still help your website.
A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.
Even when given all the benefits of press releases, however, most people will never use them.
They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.
Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.
Here’s a few tips for successful press releases.
1) Headlines Are Vital
Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.
2) Not An Advertisement
Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.
3) Quotes
Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.
Increasing Your Media Quotient (MQ) - Part One
You've all heard about personal intelligence or IQ and Emotional Intelligence, EQ. But what about MQ, what I call Media Intelligence?
Managers, leaders and entrepreneurs with a high MQ tend to be on the whole more successful than the general population.
They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.
Think high MQ people and the names Sir Richard Branson, Donald Trump and Dame Anita Roddick come to mind.
But how can you increase your MQ or Media Quotient and how can you have control over your message?
I was recently a guest on an international forum with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.
This article, part one of three, provides answers to the most common questions people around the world have about increasing their MQ or Media Quotient.
Interviewer: How, as individuals or companies involved in a professional services type of business ... such as communications skills training, can we get media exposure?
Author:
Managers, leaders and entrepreneurs with a high MQ tend to be on the whole more successful than the general population.
They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.
Think high MQ people and the names Sir Richard Branson, Donald Trump and Dame Anita Roddick come to mind.
But how can you increase your MQ or Media Quotient and how can you have control over your message?
I was recently a guest on an international forum with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.
This article, part one of three, provides answers to the most common questions people around the world have about increasing their MQ or Media Quotient.
Interviewer: How, as individuals or companies involved in a professional services type of business ... such as communications skills training, can we get media exposure?
Author:
Thursday, May 24, 2007
PR, Viral Marketing And The Dangers of Spin
The difference between Spin, PR, and Viral Marketing.
Spin is when you lie to promote a good image.
PR is what you have to do to get you out of the crap left by your lies!
And Viral Marketing is the bad or good things people say about you, all depending on your Spin and/or PR.
There couldn’t be a finer cautionary tale on the dangers of spin than the venereal (my misprint!) British Prime Minister, The Right Honourable Anthony Blair, Our Tone to his friends.
Putting my political bias to one side, Mr Blair seems to have really believed that the public are fools.
He used spin to enhance his image with the public, but to him image was the priority over substance.
There is no point in enumerating the many examples of Downing Street spin, they are already well documented.
But image over content is no way to engage and build on the trust of a not so gullible public.
Remember that any promises you make, every word you utter can, and often does come back to haunt you.
And to try to cover half-truths and maybe downright lies, as in the Iraq war, with spin attempting to make the decision appear correct is a guaranteed recipe for disaster.
No matter what the size of your company, a one-man business or the British or US Government PLC, your word is, or should be your bond.
There is no finer way to build a business than to have a well-earned and respected image, honestly won and diligently built on.
A good reputation, enhanced by PR and voluntarily passed on to others by Viral Marketing is worth more than any amount of paid for Advertising or Spin.
Mr Al Fayed, who bought the illustrious Harrods store in London, also discovered that a good name must be earned not bought.
Money can’t buy a good name, or the prestige, which goes with it.
And empty words and rhetoric will not maintain it.
PR, Public Relations, is just that, building a relationship with the people you come into contact with.
And Spin is what a car often does when it runs out of control, just before it crashes!
Spin is when you lie to promote a good image.
PR is what you have to do to get you out of the crap left by your lies!
And Viral Marketing is the bad or good things people say about you, all depending on your Spin and/or PR.
There couldn’t be a finer cautionary tale on the dangers of spin than the venereal (my misprint!) British Prime Minister, The Right Honourable Anthony Blair, Our Tone to his friends.
Putting my political bias to one side, Mr Blair seems to have really believed that the public are fools.
He used spin to enhance his image with the public, but to him image was the priority over substance.
There is no point in enumerating the many examples of Downing Street spin, they are already well documented.
But image over content is no way to engage and build on the trust of a not so gullible public.
Remember that any promises you make, every word you utter can, and often does come back to haunt you.
And to try to cover half-truths and maybe downright lies, as in the Iraq war, with spin attempting to make the decision appear correct is a guaranteed recipe for disaster.
No matter what the size of your company, a one-man business or the British or US Government PLC, your word is, or should be your bond.
There is no finer way to build a business than to have a well-earned and respected image, honestly won and diligently built on.
A good reputation, enhanced by PR and voluntarily passed on to others by Viral Marketing is worth more than any amount of paid for Advertising or Spin.
Mr Al Fayed, who bought the illustrious Harrods store in London, also discovered that a good name must be earned not bought.
Money can’t buy a good name, or the prestige, which goes with it.
And empty words and rhetoric will not maintain it.
PR, Public Relations, is just that, building a relationship with the people you come into contact with.
And Spin is what a car often does when it runs out of control, just before it crashes!
Getting the Word Out - Seven Ways to Build an Effective PR Strategy
Creating buzz for keeping your organization top-of-mind to the media is the ultimate goal of public relations. So, how do you do it? The following are seven tips for carrying your organization's message and image to the media.
1. It's not just about promotion - it's about supporting and managing your overall brand
From an integrated marketing perspective, public and media relations is one tool in the marketing toolbox. Whether you are talking about a brochure, program mailer, media kit, press release, postcard invitation, email blast, newsletter, web pages, or other communication piece, it's all about engaging the customer through your brand. Listen to the customer and find out their objectives and issues. Then respond by addressing their marketing needs and opportunities.
When identifying which events, programs or initiatives to promote, consider which activities will support the strategic positioning of the organization. How can a press release support what the ad or collateral piece is trying to accomplish? What PR activities should the creative team be keeping in mind as they develop print and radio creative ads? What cross-promotional opportunities should all who work in the marketing function be thinking about? What elements of the organization's signature boilerplate can be incorporated into your news releases or other PR materials? Which PR activities will best align with the point of difference of the organization? What PR tactics will produce high value vs. limited payoff?
2. Prioritize your PR efforts
A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!
Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.
Make sure your media materials line up with and support your organization's strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization's core mission.
Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.
As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.
3. Be proactive
Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:
1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year. 2) Brainstorm on new types of segments to tease reporters and peak their interest.3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns. 4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story. 5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.
One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.
4. Be armed and ready
Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.
When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.
5. Chase down the story … and get it!
1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention. 3) Find out which print publications and broadcast segments are the best match for the story that you're pitching. 4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.
6. Send another press release? Think again.
The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The press release, while the key PR writing vehicle, is only one component of an effective PR strategy. Think about the end goals of your project. The most effective way to get your message across may be to send a customized letter with a flyer highlighting your client's program or initiative.
Instead of a release with a broad distribution, a better vehicle may be a calendar listing that goes out to a narrow, targeted print source. You may want to send a media alert a few days prior to an event to grab media attention. Consider community access stations' message boards, public service announcements (PSAs) to local cable public affairs shows and regional radio shows, news stations' websites, and other free website listings.
Be aware of timing. Generally, the timeline for newspapers and other short lead media is 3-4 weeks, the target for longer lead magazines is usually 4-5 months, and the deadline for local and community calendar listings varies with the publication. The earlier you can send in a release for inclusion in calendar listings, the better the chances that your story will prominent. If you miss the reporter's deadlines, you've lost the opportunity.
7. Give staff the inside scoop
Don't forget internal staff when getting the word out to the media about your organization. Employees need to know what's going on, where the organization is going, and where they fit. An organization's internal home page can include sections for print, radio, direct, on-site ads, as well as press releases. Web pages can drive staff to get updates on the organization's marketing plans for the year.
Providing frequent updates on the company's external site that would not be communicated to the general public also helps to engage staff and make them feel that they are key players within the organization. Include copies of advertising and indicate where the ads are running on the website, so that front-line staff is well informed to answer customer questions. Share key messages to be used consistently in written and verbal communication with staff, FAQs, as well as overall company messages. The message to employees is that we're all ambassadors, not just the marketing and PR staff.
1. It's not just about promotion - it's about supporting and managing your overall brand
From an integrated marketing perspective, public and media relations is one tool in the marketing toolbox. Whether you are talking about a brochure, program mailer, media kit, press release, postcard invitation, email blast, newsletter, web pages, or other communication piece, it's all about engaging the customer through your brand. Listen to the customer and find out their objectives and issues. Then respond by addressing their marketing needs and opportunities.
When identifying which events, programs or initiatives to promote, consider which activities will support the strategic positioning of the organization. How can a press release support what the ad or collateral piece is trying to accomplish? What PR activities should the creative team be keeping in mind as they develop print and radio creative ads? What cross-promotional opportunities should all who work in the marketing function be thinking about? What elements of the organization's signature boilerplate can be incorporated into your news releases or other PR materials? Which PR activities will best align with the point of difference of the organization? What PR tactics will produce high value vs. limited payoff?
2. Prioritize your PR efforts
A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!
Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.
Make sure your media materials line up with and support your organization's strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization's core mission.
Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.
As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.
3. Be proactive
Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:
1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year. 2) Brainstorm on new types of segments to tease reporters and peak their interest.3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns. 4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story. 5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.
One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.
4. Be armed and ready
Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.
When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.
5. Chase down the story … and get it!
1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention. 3) Find out which print publications and broadcast segments are the best match for the story that you're pitching. 4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.
6. Send another press release? Think again.
The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The press release, while the key PR writing vehicle, is only one component of an effective PR strategy. Think about the end goals of your project. The most effective way to get your message across may be to send a customized letter with a flyer highlighting your client's program or initiative.
Instead of a release with a broad distribution, a better vehicle may be a calendar listing that goes out to a narrow, targeted print source. You may want to send a media alert a few days prior to an event to grab media attention. Consider community access stations' message boards, public service announcements (PSAs) to local cable public affairs shows and regional radio shows, news stations' websites, and other free website listings.
Be aware of timing. Generally, the timeline for newspapers and other short lead media is 3-4 weeks, the target for longer lead magazines is usually 4-5 months, and the deadline for local and community calendar listings varies with the publication. The earlier you can send in a release for inclusion in calendar listings, the better the chances that your story will prominent. If you miss the reporter's deadlines, you've lost the opportunity.
7. Give staff the inside scoop
Don't forget internal staff when getting the word out to the media about your organization. Employees need to know what's going on, where the organization is going, and where they fit. An organization's internal home page can include sections for print, radio, direct, on-site ads, as well as press releases. Web pages can drive staff to get updates on the organization's marketing plans for the year.
Providing frequent updates on the company's external site that would not be communicated to the general public also helps to engage staff and make them feel that they are key players within the organization. Include copies of advertising and indicate where the ads are running on the website, so that front-line staff is well informed to answer customer questions. Share key messages to be used consistently in written and verbal communication with staff, FAQs, as well as overall company messages. The message to employees is that we're all ambassadors, not just the marketing and PR staff.
Marketing and Public Relations - Getting Your Name in the News
In Marketing and Public Relations it’s all about getting your name in the news. But, if you’ve tried issuing press releases with only modest success, what’s next?
You have to understand that magazines and newspapers are looking for the larger trends for their readers. They are trying to be the source of reassurance and a greater understanding of the big picture. For example, in real estate the issue behind the scene might be, what can I tell my readers about the next big thing in real estate? What can I tell my readers about great places to live, work and play? Where are savvy people putting their money? What businesses are thriving and why? What have you learned that works, and how can my readers benefit?
Is there a way to catch the interest of the big fish in media? Here are some top suggestions for getting your name in the news.
1. Define a niche that will be your avenue to authority.
2. Be a consistent and authoritative issuer of news. You and your firm must be seen as an authority on a particular issue or topic. Only then will you be seen as someone to turn to for regular quotes and your take on the issue.
3. Claim your stake to larger news. Start searching for stories about you and your firm that are larger than the small pieces you issue about staff changes and additions, charities and charitable work. This is the background to who you are, not who you are.
4. Make project or service news be about your core business first and peripheral issues later. In other words, if you are a developer of luxury hotels and resorts, hold the news about revamping third base of the kids’ ballpark until you have the larger news out there consistently.
5. Bundle your smaller news. Don’t send out personnel and other notices piecemeal, one by one. It becomes larger news, and the media cares that you are hiring, adding space, moving to a new building only when they understand the core nature of what you do. Then, bundle the personnel and other news and it feeds the bigger story. (Oh, they are a firm that does such and such, and now they are hiring and growing.)
6. Try to find a local angle. News is important to a publication only if it is in reach of their audience.
7. Send your press release out with a small pitch. Let the editors and writers know the statistics behind the story, why this is important and why they might care to share this with their readers.
You’ve heard it before—it’s not about you. It’s about them. And no truer words were ever spoken about Marketing and Public Relations, the media and getting your name in the news.
You have to understand that magazines and newspapers are looking for the larger trends for their readers. They are trying to be the source of reassurance and a greater understanding of the big picture. For example, in real estate the issue behind the scene might be, what can I tell my readers about the next big thing in real estate? What can I tell my readers about great places to live, work and play? Where are savvy people putting their money? What businesses are thriving and why? What have you learned that works, and how can my readers benefit?
Is there a way to catch the interest of the big fish in media? Here are some top suggestions for getting your name in the news.
1. Define a niche that will be your avenue to authority.
2. Be a consistent and authoritative issuer of news. You and your firm must be seen as an authority on a particular issue or topic. Only then will you be seen as someone to turn to for regular quotes and your take on the issue.
3. Claim your stake to larger news. Start searching for stories about you and your firm that are larger than the small pieces you issue about staff changes and additions, charities and charitable work. This is the background to who you are, not who you are.
4. Make project or service news be about your core business first and peripheral issues later. In other words, if you are a developer of luxury hotels and resorts, hold the news about revamping third base of the kids’ ballpark until you have the larger news out there consistently.
5. Bundle your smaller news. Don’t send out personnel and other notices piecemeal, one by one. It becomes larger news, and the media cares that you are hiring, adding space, moving to a new building only when they understand the core nature of what you do. Then, bundle the personnel and other news and it feeds the bigger story. (Oh, they are a firm that does such and such, and now they are hiring and growing.)
6. Try to find a local angle. News is important to a publication only if it is in reach of their audience.
7. Send your press release out with a small pitch. Let the editors and writers know the statistics behind the story, why this is important and why they might care to share this with their readers.
You’ve heard it before—it’s not about you. It’s about them. And no truer words were ever spoken about Marketing and Public Relations, the media and getting your name in the news.
Do Your Clients Treat You The Way You Want To Be Treated?
Never underestimate how important personal responsibility can be in influencing our lives, and how much power it gives us to effect change. Remember this: we train and condition people to treat us the way we want to be treated.
Consider, for example, the use of sales and discounts. How often do you hold yourself true to your word when you offer someone a limited-time discount? It’s a time-honored tradition to offer a customer a discount on a sale when nearing month’s end—an incentive to buy now rather than later. It comes implicitly with a threat:
I can only offer you this discount if you buy before April 30th, after that, it’s back to full price.
Let’s be honest: if that customer calls back on May 5th demanding the discounted price, how likely are you to give it to them? This behavior is the kind that conditions customers—establishing a precedent that they’ll expect again and again—that your limited-time offers are anything but limited and that a lower price is something they can demand all the time.
In our society, another way that we can inadvertently train others is when we don’t appear to respond at all to undesirable behavior—when we’re silent. For example:
A banker—let’s call him John—was having staff problems at his branch. When his employees did something that he didn’t like, John wouldn’t say anything, hoping that his silence would make a point. Instead, it had the opposite effect—employees kept repeating the undesirable behavior.
Likewise, if a customer yells at us and we don’t say anything, we’ve just rewarded this person’s behavior—signaling that it’s okay to treat us that way. Customers notice silence. Often, they interpret it as agreement or consent when, in fact, it’s meant to convey disagreement. That’s why many people who have an aversion to conflict often find themselves knee-deep in one, despite their best efforts.
We can even train ourselves as well as others to deny the truth. Have you ever intentionally arrived late for a meeting because you knew from past experience that it wouldn’t start on-time? If you’re nodding your head in agreement, congratulations: the person who chairs those meetings has trained you and the other attendees. Your behavior has changed because of an expected outcome.
Here’s another example:
Laurie, a government sales rep for a major software company was overseeing the implementation of a new software system at her client’s site. This project required weekly project meetings that required the attendance of the entire project team. People were regularly late, so the meetings were never constructive. Laurie set her mind to fixing this problem. First, she admitted to her customer that she was responsible for the meetings starting late. Second, she emphasized that, in the future, meetings would always start on time, regardless of the number of attendees. Third, she started all meetings at the exact designated time—even if hardly anyone was present—and continued through the agenda without any retracing for the late attendees. When the late arrivals requested a review of the missed information, Laurie refused. This action trained the entire project team about how to deal with Laurie’s meetings. It took only a few meetings before everyone began showing up on time.
Look at your own work habits. How are you training people to deal with you? What are you training people at work and your customers to do? For example, if you ask your manager to be honest with you and subsequently become defensive when they do…what happens? Your action (or reaction) might train someone to be dishonest with you.
Bill had a sales manager who was lying to him repeatedly. While he kept demanding that the manager tell him the truth, it never seemed to work. After discussing the matter with Engage Selling Solutions, Bill spoke to the sales manager and asked him: “What is it about me that makes you feel uncomfortable about telling me the truth?” The answers to this question gave Bill some important insights about what he could do differently to develop a more truthful and productive relationship with his manager.
Getting to the truth…
In sales, by realizing how much you train and condition clients and colleagues and by taking ownership of our assumptions, you can regain control of difficult situations. It puts an end to the blame game. When we don’t blame someone, that person will be less likely to become defensive and more receptive to what we have to say.
In a conversation with someone, instead of saying “You make me think this,” try saying: “I have allowed myself to think this,” or “I have chosen to think this,” or even “I find myself thinking this.”
There are plenty of ways to convey ownership of your feelings and assumptions. Just do it in a style that feels right. Let’s apply that skill to everyday situations that we face as salespeople.
Here are two examples:
“I noticed that you didn’t have anything to say during the presentation. I have been thinking that you’re unhappy with the solution? What are your thoughts?”
“I noticed that you told me the proposal was okay. I’m thinking that you’re not really that pleased with it. Do you have any feedback to give me about it?”
…and if that doesn’t work, how to confront a prospect who may be lying
Remember the TV show Columbo—Peter Falk’s humble and unassuming character who had a knack for getting at the truth? If Columbo thought he was hearing a conflicting or inconsistent story, he would rub his head and say: “I notice you said this and now you are saying that... I’m confused,” or “Could you clarify this?” It was a clever strategy. By taking responsibility for his confusion, he disarmed the other person, making them feel comfortable enough to tell him the things he needed to know.
When you think a prospect may not be telling you the truth, remember the Columbo Method. Stick to the facts, approach a situation from the position that you are confused or unclear, give your prospect the benefit of the doubt and ask questions sincerely to gain clarification.
Here are some examples:
“I noticed yesterday that you mentioned you were looking for a product that would do X, Y and Z. Today, you are telling me that getting the lowest price is the only consideration for your purchase. Did something change?
When you say you need a discount, how much do you need?
When you say you need it next week, does that mean it has to be installed next week or just that it has to arrive on your premises to be ready for installation?
I’m confused. Could you help me understand your new purchasing process?
When you say we are too expensive, what do you mean by that?
I notice that you are hesitating over my proposal. Maybe I missed something that was important to you. What are your thoughts about this?
Regardless of the point you wish to clarify, the Columbo Method will help you get to the bottom of an issue quickly. Remember, much of what makes this approach work (and made it work for Columbo) is that you have to genuinely want to find the answers and demonstrate that it may well be your fault for not understanding. Only with this attitude of responsibility will your questions be perceived as sincere. If you are asking these questions as a technique to trick your prospect into telling the truth—to catch them in a lie—your tonality will be interpreted as patronizing and disrespectful.
Take ownership of your behavior and assumptions. Remember, no one made you come up with those thoughts, opinions, assumptions and conclusions. And only you can steer things right.
Consider, for example, the use of sales and discounts. How often do you hold yourself true to your word when you offer someone a limited-time discount? It’s a time-honored tradition to offer a customer a discount on a sale when nearing month’s end—an incentive to buy now rather than later. It comes implicitly with a threat:
I can only offer you this discount if you buy before April 30th, after that, it’s back to full price.
Let’s be honest: if that customer calls back on May 5th demanding the discounted price, how likely are you to give it to them? This behavior is the kind that conditions customers—establishing a precedent that they’ll expect again and again—that your limited-time offers are anything but limited and that a lower price is something they can demand all the time.
In our society, another way that we can inadvertently train others is when we don’t appear to respond at all to undesirable behavior—when we’re silent. For example:
A banker—let’s call him John—was having staff problems at his branch. When his employees did something that he didn’t like, John wouldn’t say anything, hoping that his silence would make a point. Instead, it had the opposite effect—employees kept repeating the undesirable behavior.
Likewise, if a customer yells at us and we don’t say anything, we’ve just rewarded this person’s behavior—signaling that it’s okay to treat us that way. Customers notice silence. Often, they interpret it as agreement or consent when, in fact, it’s meant to convey disagreement. That’s why many people who have an aversion to conflict often find themselves knee-deep in one, despite their best efforts.
We can even train ourselves as well as others to deny the truth. Have you ever intentionally arrived late for a meeting because you knew from past experience that it wouldn’t start on-time? If you’re nodding your head in agreement, congratulations: the person who chairs those meetings has trained you and the other attendees. Your behavior has changed because of an expected outcome.
Here’s another example:
Laurie, a government sales rep for a major software company was overseeing the implementation of a new software system at her client’s site. This project required weekly project meetings that required the attendance of the entire project team. People were regularly late, so the meetings were never constructive. Laurie set her mind to fixing this problem. First, she admitted to her customer that she was responsible for the meetings starting late. Second, she emphasized that, in the future, meetings would always start on time, regardless of the number of attendees. Third, she started all meetings at the exact designated time—even if hardly anyone was present—and continued through the agenda without any retracing for the late attendees. When the late arrivals requested a review of the missed information, Laurie refused. This action trained the entire project team about how to deal with Laurie’s meetings. It took only a few meetings before everyone began showing up on time.
Look at your own work habits. How are you training people to deal with you? What are you training people at work and your customers to do? For example, if you ask your manager to be honest with you and subsequently become defensive when they do…what happens? Your action (or reaction) might train someone to be dishonest with you.
Bill had a sales manager who was lying to him repeatedly. While he kept demanding that the manager tell him the truth, it never seemed to work. After discussing the matter with Engage Selling Solutions, Bill spoke to the sales manager and asked him: “What is it about me that makes you feel uncomfortable about telling me the truth?” The answers to this question gave Bill some important insights about what he could do differently to develop a more truthful and productive relationship with his manager.
Getting to the truth…
In sales, by realizing how much you train and condition clients and colleagues and by taking ownership of our assumptions, you can regain control of difficult situations. It puts an end to the blame game. When we don’t blame someone, that person will be less likely to become defensive and more receptive to what we have to say.
In a conversation with someone, instead of saying “You make me think this,” try saying: “I have allowed myself to think this,” or “I have chosen to think this,” or even “I find myself thinking this.”
There are plenty of ways to convey ownership of your feelings and assumptions. Just do it in a style that feels right. Let’s apply that skill to everyday situations that we face as salespeople.
Here are two examples:
“I noticed that you didn’t have anything to say during the presentation. I have been thinking that you’re unhappy with the solution? What are your thoughts?”
“I noticed that you told me the proposal was okay. I’m thinking that you’re not really that pleased with it. Do you have any feedback to give me about it?”
…and if that doesn’t work, how to confront a prospect who may be lying
Remember the TV show Columbo—Peter Falk’s humble and unassuming character who had a knack for getting at the truth? If Columbo thought he was hearing a conflicting or inconsistent story, he would rub his head and say: “I notice you said this and now you are saying that... I’m confused,” or “Could you clarify this?” It was a clever strategy. By taking responsibility for his confusion, he disarmed the other person, making them feel comfortable enough to tell him the things he needed to know.
When you think a prospect may not be telling you the truth, remember the Columbo Method. Stick to the facts, approach a situation from the position that you are confused or unclear, give your prospect the benefit of the doubt and ask questions sincerely to gain clarification.
Here are some examples:
“I noticed yesterday that you mentioned you were looking for a product that would do X, Y and Z. Today, you are telling me that getting the lowest price is the only consideration for your purchase. Did something change?
When you say you need a discount, how much do you need?
When you say you need it next week, does that mean it has to be installed next week or just that it has to arrive on your premises to be ready for installation?
I’m confused. Could you help me understand your new purchasing process?
When you say we are too expensive, what do you mean by that?
I notice that you are hesitating over my proposal. Maybe I missed something that was important to you. What are your thoughts about this?
Regardless of the point you wish to clarify, the Columbo Method will help you get to the bottom of an issue quickly. Remember, much of what makes this approach work (and made it work for Columbo) is that you have to genuinely want to find the answers and demonstrate that it may well be your fault for not understanding. Only with this attitude of responsibility will your questions be perceived as sincere. If you are asking these questions as a technique to trick your prospect into telling the truth—to catch them in a lie—your tonality will be interpreted as patronizing and disrespectful.
Take ownership of your behavior and assumptions. Remember, no one made you come up with those thoughts, opinions, assumptions and conclusions. And only you can steer things right.
Press Releases - Everything You Need To Know
Press release” seems to be a bit of a buzz word that’s floating around at the moment. Everyone says you need to have one, but many people don’t really know what they are. Well, kind reader, I’m here to clarify a few things about press releases, and why they can be useful for your business.
A press release, also known as a ‘media release’, is a piece of writing you can do yourself or have done for you as a means of gaining exposure. Written in the style of a news report, it is based around some kind of news-worthy thing you are doing, such as:
Your grand opening
Being involved in charity, such as donating a portion of your earnings
Stocking an exclusive product
An involvement in local community
Running a service or selling a product that no one else is
Any kind of thing that sets you apart, like your age, gender, race, socio-economic status, etc.
Any kind of human interest
You can employ a writer to generate news-worthiness for you, or you can become involved in anything I’ve listed above in order to create news-worthiness for your business.
The idea is to have the release distributed to media outlets who will be interested in what you’re doing and consequently publish your news – for free. With this in mind, it is obviously incredibly important to have a well written, interesting and interest holding release that will appeal to the outlets targeted. What you are presenting to them must be truly news worthy if you hope to gain free publicity from it (conversely, you can send it to really desperate publications, but that might not reflect to well on your business!).
So there are two options.
Hire a writer/distributor. This person will take care of writing the press release for you, and then send it out to the appropriate avenues. Some will also take charge of following up the contacts they have made, to further increase your chances of securing a publication. The thing to make sure of here is that the writer/distributor excels in both areas! Better still, find a firm that has two different specialists taking care of each part of the process for maximum impact.
Hire a writer, then hire a distributor. Some writers have a particular style that appeals to certain people. You may have a writer in mind and believe they’ll really get through to the publications you’re targeting, and if that’s the case you should use them by all means. Once you have the perfect press release, you can then work with a specialised distributor to get your name and story out to the right places.
The option you choose is completely a matter of taste, though budget might also be a factor. There is some debate as to the importance of each component – can you get publicity with a crappy press release if you have a great distributor; does the release speak for itself and the distributor is thus merely a vessel?
Websites such as PR Web provide some excellent examples and ideas for effective press releases, as well as ways to distribute and market your release on the Internet. If you have never even considered approaching the media for publicity, this is a good place to start.
Overall, they are an excellent way to gain exposure and interest in your business. The outlay is generally quite small, and the opportunity for gain is enormous. A risk well worth taking!
A press release, also known as a ‘media release’, is a piece of writing you can do yourself or have done for you as a means of gaining exposure. Written in the style of a news report, it is based around some kind of news-worthy thing you are doing, such as:
Your grand opening
Being involved in charity, such as donating a portion of your earnings
Stocking an exclusive product
An involvement in local community
Running a service or selling a product that no one else is
Any kind of thing that sets you apart, like your age, gender, race, socio-economic status, etc.
Any kind of human interest
You can employ a writer to generate news-worthiness for you, or you can become involved in anything I’ve listed above in order to create news-worthiness for your business.
The idea is to have the release distributed to media outlets who will be interested in what you’re doing and consequently publish your news – for free. With this in mind, it is obviously incredibly important to have a well written, interesting and interest holding release that will appeal to the outlets targeted. What you are presenting to them must be truly news worthy if you hope to gain free publicity from it (conversely, you can send it to really desperate publications, but that might not reflect to well on your business!).
So there are two options.
Hire a writer/distributor. This person will take care of writing the press release for you, and then send it out to the appropriate avenues. Some will also take charge of following up the contacts they have made, to further increase your chances of securing a publication. The thing to make sure of here is that the writer/distributor excels in both areas! Better still, find a firm that has two different specialists taking care of each part of the process for maximum impact.
Hire a writer, then hire a distributor. Some writers have a particular style that appeals to certain people. You may have a writer in mind and believe they’ll really get through to the publications you’re targeting, and if that’s the case you should use them by all means. Once you have the perfect press release, you can then work with a specialised distributor to get your name and story out to the right places.
The option you choose is completely a matter of taste, though budget might also be a factor. There is some debate as to the importance of each component – can you get publicity with a crappy press release if you have a great distributor; does the release speak for itself and the distributor is thus merely a vessel?
Websites such as PR Web provide some excellent examples and ideas for effective press releases, as well as ways to distribute and market your release on the Internet. If you have never even considered approaching the media for publicity, this is a good place to start.
Overall, they are an excellent way to gain exposure and interest in your business. The outlay is generally quite small, and the opportunity for gain is enormous. A risk well worth taking!
Change Your Tone - Media Coverage Shouldn't Be Toned By Software
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
Monday, May 21, 2007
PR Salaries & Hourly Billing Rates are Flat in 2006
Overview 2006 was a good year for the economy and the public relations business in general. Companies of all sizes reported steady revenue growth and respectable profit margins. From our executive search perspective, we have seen more foreign companies and PR firms commit to a New York presence than ever before. And yes, just about everyone who sought a PR job had found one in 2006. This trend seems to be continuing through the start of 2007.
Salaries Overall, average corporate communications base salaries increased a mere 3.3% compared with the previous year’s 7.6%. Conversely, average PR agency base salaries declined an overall -3.2% compared to the previous year’s increase of 8.9%.
Taken separately, the eight “key metro cities” (those with the greatest concentration of PR professionals), - New York, Atlanta, Chicago, Los Angeles Boston, Dallas, Washington DC, and San Francisco – posted an average salary decline of -2.6% for PR firms and an average increase of 2.8% for corporate communications departments.
Typically, corporate communications average base salaries exceed PR agency salaries year after year, with the only exception being the dot-com boom years. However, when bonuses, merit increases, promotion increases, health benefits, pension plans and the like, are factored into the overall compensation numbers, corporate communications professionals have consistently out-paced their PR firm counterparts. This fact has been noted for each of the past 11 years that The Official PR Salary & Bonus Report has been published.
A look at the four major regions of the country - northeast, southeast, mid-west and west, (excluding the 8 key metro cities), reveals that corporate communications average salaries are up a modest 2.7% while PR agency average salaries slid -3.4%. Last year, corporate and agency professionals in these regions reached a combined average increase of 8.2%.
“Even though the PR industry experienced reasonable growth in terms of revenue and hiring in 2006” said Dennis Spring, president of Spring Associates, Inc, “overall wage growth in public relations seemed to lag slightly behind. My feeling is that a certain amount of caution permeated clients’ hiring decisions because of various unpredictable world events and a fresh memory of the negative affects of the dot-com implosion on the entire PR business”.
Bonuses Last year (2006), our Salary Report press release stated - “From 2002 to 2004, we found that PR agency bonuses were either down, skimpy or non-existent compared with the corporate sector that consistently showed some gains every year. We’re happy to report that last year’s bonuses (2005), on both the corporate and agency sides, finally showed a sharp upturn from the previous three years – at all levels”.
The latest 2007 edition of The Salary Report continues to show an upward trend from the year before. For instance, when all titles and specialty categories are combined on a national basis, corporate communications professionals averaged bonus increases of 6.2% (last year’s increase was 23.7%), compared to PR agency personnel who came in with a respectable 11.2% gain (last year’s increase was 20.2%) in bonuses – nearly double their corporate counterparts.
It would appear that even though the PR industry had a relatively solid revenue growth year, base salaries remained flat or slightly up. To even the gap, savvy managers added bonus incentives to create a more competitive overall compensation environment so as to keep their best people happy.
“The PR agency landscape is now dominated by global communications conglomerates that usually pay bonuses on a more consistent basis. In addition, the impending shortage of skilled PR practitioners will force agencies of all sizes to invent creative ways to compensate their personnel in order to attract and keep the best candidates,” said Mr. Spring.
PR Agency Hourly Billing Rates Not much exciting news here. The slowing increase of hourly billing rates continues from 2005 to the present. We see this as a continuing “correction” of hourly rates that spiked dramatically during the dot-com boom years. It is our opinion, that agency billing rates are beginning to slowly creep upward. However, this time, the increases are gradual.
In all three main categories - Ad Agency Owned, Top 100 Independents and Other Independents - hourly fees rose ever so modestly.
Notable increases by title and size of agency – Ad Agency Owned: +2.9% (previously +10.7%) – AAE/Acct Assoc +6.4%, AE/Acct Mgr +5.0%, SAS/Group Mgr +3.9%, Media Mgr +3.4%.
Top 100 Independents: +2.2% (previously +6.6%) – Sr Media Mgr +5.7%, Media Mgr +4.7%, AE/Acct Mgr +3.2%, AAE/Acct Assoc +2.7%.
Other Independents: +1.9% (+2.6%) – AAE/Acct Assoc +8.2%, Media Mgr +7.9%, Senior Media Mgr +2.8%.
2006 could be summed up as follows: 1. The PR business grew both in revenue and new hires. However, most professionals we spoke to during the year reported that they were working excessive hours and feeling overworked and underpaid.
2. In spite of employee grumblings, many people stayed in their job waiting to see how the year would unfold.
3. We predict that in 2007 there will be a surge of PR professionals who waited it out during the year and will explore greener pastures.
4. Our clients have already started to notice that some of their best employees are not happy with their wage and working situation and are trying to prevent attrition by adding more wage incentives and adding more staff to handle the increased work-load. 5. As a result, we have seen a sudden movement of both new hires and itchy employees looking for new opportunities.
In short, we are already seeing the beginnings of the hiring surge that we believe will characterize the rest of 2007. Tune in next year.
Salaries Overall, average corporate communications base salaries increased a mere 3.3% compared with the previous year’s 7.6%. Conversely, average PR agency base salaries declined an overall -3.2% compared to the previous year’s increase of 8.9%.
Taken separately, the eight “key metro cities” (those with the greatest concentration of PR professionals), - New York, Atlanta, Chicago, Los Angeles Boston, Dallas, Washington DC, and San Francisco – posted an average salary decline of -2.6% for PR firms and an average increase of 2.8% for corporate communications departments.
Typically, corporate communications average base salaries exceed PR agency salaries year after year, with the only exception being the dot-com boom years. However, when bonuses, merit increases, promotion increases, health benefits, pension plans and the like, are factored into the overall compensation numbers, corporate communications professionals have consistently out-paced their PR firm counterparts. This fact has been noted for each of the past 11 years that The Official PR Salary & Bonus Report has been published.
A look at the four major regions of the country - northeast, southeast, mid-west and west, (excluding the 8 key metro cities), reveals that corporate communications average salaries are up a modest 2.7% while PR agency average salaries slid -3.4%. Last year, corporate and agency professionals in these regions reached a combined average increase of 8.2%.
“Even though the PR industry experienced reasonable growth in terms of revenue and hiring in 2006” said Dennis Spring, president of Spring Associates, Inc, “overall wage growth in public relations seemed to lag slightly behind. My feeling is that a certain amount of caution permeated clients’ hiring decisions because of various unpredictable world events and a fresh memory of the negative affects of the dot-com implosion on the entire PR business”.
Bonuses Last year (2006), our Salary Report press release stated - “From 2002 to 2004, we found that PR agency bonuses were either down, skimpy or non-existent compared with the corporate sector that consistently showed some gains every year. We’re happy to report that last year’s bonuses (2005), on both the corporate and agency sides, finally showed a sharp upturn from the previous three years – at all levels”.
The latest 2007 edition of The Salary Report continues to show an upward trend from the year before. For instance, when all titles and specialty categories are combined on a national basis, corporate communications professionals averaged bonus increases of 6.2% (last year’s increase was 23.7%), compared to PR agency personnel who came in with a respectable 11.2% gain (last year’s increase was 20.2%) in bonuses – nearly double their corporate counterparts.
It would appear that even though the PR industry had a relatively solid revenue growth year, base salaries remained flat or slightly up. To even the gap, savvy managers added bonus incentives to create a more competitive overall compensation environment so as to keep their best people happy.
“The PR agency landscape is now dominated by global communications conglomerates that usually pay bonuses on a more consistent basis. In addition, the impending shortage of skilled PR practitioners will force agencies of all sizes to invent creative ways to compensate their personnel in order to attract and keep the best candidates,” said Mr. Spring.
PR Agency Hourly Billing Rates Not much exciting news here. The slowing increase of hourly billing rates continues from 2005 to the present. We see this as a continuing “correction” of hourly rates that spiked dramatically during the dot-com boom years. It is our opinion, that agency billing rates are beginning to slowly creep upward. However, this time, the increases are gradual.
In all three main categories - Ad Agency Owned, Top 100 Independents and Other Independents - hourly fees rose ever so modestly.
Notable increases by title and size of agency – Ad Agency Owned: +2.9% (previously +10.7%) – AAE/Acct Assoc +6.4%, AE/Acct Mgr +5.0%, SAS/Group Mgr +3.9%, Media Mgr +3.4%.
Top 100 Independents: +2.2% (previously +6.6%) – Sr Media Mgr +5.7%, Media Mgr +4.7%, AE/Acct Mgr +3.2%, AAE/Acct Assoc +2.7%.
Other Independents: +1.9% (+2.6%) – AAE/Acct Assoc +8.2%, Media Mgr +7.9%, Senior Media Mgr +2.8%.
2006 could be summed up as follows: 1. The PR business grew both in revenue and new hires. However, most professionals we spoke to during the year reported that they were working excessive hours and feeling overworked and underpaid.
2. In spite of employee grumblings, many people stayed in their job waiting to see how the year would unfold.
3. We predict that in 2007 there will be a surge of PR professionals who waited it out during the year and will explore greener pastures.
4. Our clients have already started to notice that some of their best employees are not happy with their wage and working situation and are trying to prevent attrition by adding more wage incentives and adding more staff to handle the increased work-load. 5. As a result, we have seen a sudden movement of both new hires and itchy employees looking for new opportunities.
In short, we are already seeing the beginnings of the hiring surge that we believe will characterize the rest of 2007. Tune in next year.
PR 101 for Small Business Owners
If you polled a group of small business owners and asked them which two areas of their marketing they wish they could improve on to help drive more business, most would say:
- Increase my exposure within my chosen market- Enhance my credibility within my chosen market
What if you could achieve both of these objectives without buying any advertising? You can, by getting free publicity for your business.
How the Media Works
The media is in business, just like you are. Their “product” is the information that they present on the 6 o clock news, or in the pages of their newspaper, or on their website.
Reporters create the media’s “product” by producing stories. To do this, they need experts to provide information and add credibility to their stories.
You are an “Expert”
Here’s the shocker for most people – you are an expert. Really.
The owner of an outdoors store is an expert on camping, tents, bug repellants, and campfire food, among other things.
A local toy store manager is an expert on what’s hot for the holiday season, educational toys for toddlers, the newest electronic games, and so on.
Whether you know it or not, you are probably an expert many times over in your chosen field in the eyes of the media and the public. And the media needs you to help them put their “product” together.
Getting Publicity Pays Off
Being part of a news story that involves your business is viewed by the market as an endorsement of sorts from the newspaper or TV station.
Publicity is generally viewed as more credible than advertising. In fact, an old industry rule of thumb is to consider any media appearances to be ten times more valuable than an equivalent amount of advertising.
3 Steps to Making Publicity Happen
So how do you take advantage of this significant small business marketing opportunity? It bears mentioning that you can approach a reporter with a story idea. Yes, they are busy people, but they answer the phone just like you or I. And if you’ve got a good story idea for them, you are helping them to create their product.
There are some simple guidelines to follow when trying to generate media coverage for your small business:
1 - Have a “hook” in mind –In preparing to contact a reporter with a story idea, it helps immensely to have a “hook” – that is, to show the reporter how your story idea somehow ties in with another newsworthy event that will make the story interesting and timely for a wide array of readers and viewers.
For example, have you noticed that just before the kids go back to school every year, the 6 o clock news is full of stories about school safety, back to school shopping, and so on? That’s because there’s an easy hook for those stories – the first day of school, which affects a wide range of viewers with children.
A local retailer selling school supplies has a huge opportunity to get the media’s attention in the days leading up to the start of school, since their story hooks into a newsworthy event. The same story just a few weeks later would have less of a hook – since the “back to school” frenzy would be a distant memory.
When looking for hooks for small business PR opportunities for your business, ask yourself a few simple questions:
- What’s new in your business, and why would people find this interesting?- What’s happening in the world around you, and how does it affect your customers?- What’s changing in your market, and who might the change have an effect on?- How can you inform people about an aspect of your product/service that is poorly understood?
2 - Be Prepared with your Pitch – You should have a quick 30 second pitch worked out before contacting reporters – writing it down helps. Your pitch should get right into the idea, and tell the reporter how you can help them put the story together.
The easier you can make it for the reporter, the more likely you are to get coverage.
3 - Make the Call – Deliver your 30 second pitch. If the reporter doesn’t bite, ask them if they might be interested in another type of story that you could help with. If they don’t have any time for you right now, offer to email them your pitch, and move along. Some will call you back. Some won’t. Don’t be afraid to try the same reporter again with a different idea in a few weeks.
- Increase my exposure within my chosen market- Enhance my credibility within my chosen market
What if you could achieve both of these objectives without buying any advertising? You can, by getting free publicity for your business.
How the Media Works
The media is in business, just like you are. Their “product” is the information that they present on the 6 o clock news, or in the pages of their newspaper, or on their website.
Reporters create the media’s “product” by producing stories. To do this, they need experts to provide information and add credibility to their stories.
You are an “Expert”
Here’s the shocker for most people – you are an expert. Really.
The owner of an outdoors store is an expert on camping, tents, bug repellants, and campfire food, among other things.
A local toy store manager is an expert on what’s hot for the holiday season, educational toys for toddlers, the newest electronic games, and so on.
Whether you know it or not, you are probably an expert many times over in your chosen field in the eyes of the media and the public. And the media needs you to help them put their “product” together.
Getting Publicity Pays Off
Being part of a news story that involves your business is viewed by the market as an endorsement of sorts from the newspaper or TV station.
Publicity is generally viewed as more credible than advertising. In fact, an old industry rule of thumb is to consider any media appearances to be ten times more valuable than an equivalent amount of advertising.
3 Steps to Making Publicity Happen
So how do you take advantage of this significant small business marketing opportunity? It bears mentioning that you can approach a reporter with a story idea. Yes, they are busy people, but they answer the phone just like you or I. And if you’ve got a good story idea for them, you are helping them to create their product.
There are some simple guidelines to follow when trying to generate media coverage for your small business:
1 - Have a “hook” in mind –In preparing to contact a reporter with a story idea, it helps immensely to have a “hook” – that is, to show the reporter how your story idea somehow ties in with another newsworthy event that will make the story interesting and timely for a wide array of readers and viewers.
For example, have you noticed that just before the kids go back to school every year, the 6 o clock news is full of stories about school safety, back to school shopping, and so on? That’s because there’s an easy hook for those stories – the first day of school, which affects a wide range of viewers with children.
A local retailer selling school supplies has a huge opportunity to get the media’s attention in the days leading up to the start of school, since their story hooks into a newsworthy event. The same story just a few weeks later would have less of a hook – since the “back to school” frenzy would be a distant memory.
When looking for hooks for small business PR opportunities for your business, ask yourself a few simple questions:
- What’s new in your business, and why would people find this interesting?- What’s happening in the world around you, and how does it affect your customers?- What’s changing in your market, and who might the change have an effect on?- How can you inform people about an aspect of your product/service that is poorly understood?
2 - Be Prepared with your Pitch – You should have a quick 30 second pitch worked out before contacting reporters – writing it down helps. Your pitch should get right into the idea, and tell the reporter how you can help them put the story together.
The easier you can make it for the reporter, the more likely you are to get coverage.
3 - Make the Call – Deliver your 30 second pitch. If the reporter doesn’t bite, ask them if they might be interested in another type of story that you could help with. If they don’t have any time for you right now, offer to email them your pitch, and move along. Some will call you back. Some won’t. Don’t be afraid to try the same reporter again with a different idea in a few weeks.
PR, Viral Marketing And The Dangers of Spin
The difference between Spin, PR, and Viral Marketing.
Spin is when you lie to promote a good image.
PR is what you have to do to get you out of the crap left by your lies!
And Viral Marketing is the bad or good things people say about you, all depending on your Spin and/or PR.
There couldn’t be a finer cautionary tale on the dangers of spin than the venereal (my misprint!) British Prime Minister, The Right Honourable Anthony Blair, Our Tone to his friends.
Putting my political bias to one side, Mr Blair seems to have really believed that the public are fools.
He used spin to enhance his image with the public, but to him image was the priority over substance.
There is no point in enumerating the many examples of Downing Street spin, they are already well documented.
But image over content is no way to engage and build on the trust of a not so gullible public.
Remember that any promises you make, every word you utter can, and often does come back to haunt you.
And to try to cover half-truths and maybe downright lies, as in the Iraq war, with spin attempting to make the decision appear correct is a guaranteed recipe for disaster.
No matter what the size of your company, a one-man business or the British or US Government PLC, your word is, or should be your bond.
There is no finer way to build a business than to have a well-earned and respected image, honestly won and diligently built on.
A good reputation, enhanced by PR and voluntarily passed on to others by Viral Marketing is worth more than any amount of paid for Advertising or Spin.
Mr Al Fayed, who bought the illustrious Harrods store in London, also discovered that a good name must be earned not bought.
Money can’t buy a good name, or the prestige, which goes with it.
And empty words and rhetoric will not maintain it.
PR, Public Relations, is just that, building a relationship with the people you come into contact with.
Spin is when you lie to promote a good image.
PR is what you have to do to get you out of the crap left by your lies!
And Viral Marketing is the bad or good things people say about you, all depending on your Spin and/or PR.
There couldn’t be a finer cautionary tale on the dangers of spin than the venereal (my misprint!) British Prime Minister, The Right Honourable Anthony Blair, Our Tone to his friends.
Putting my political bias to one side, Mr Blair seems to have really believed that the public are fools.
He used spin to enhance his image with the public, but to him image was the priority over substance.
There is no point in enumerating the many examples of Downing Street spin, they are already well documented.
But image over content is no way to engage and build on the trust of a not so gullible public.
Remember that any promises you make, every word you utter can, and often does come back to haunt you.
And to try to cover half-truths and maybe downright lies, as in the Iraq war, with spin attempting to make the decision appear correct is a guaranteed recipe for disaster.
No matter what the size of your company, a one-man business or the British or US Government PLC, your word is, or should be your bond.
There is no finer way to build a business than to have a well-earned and respected image, honestly won and diligently built on.
A good reputation, enhanced by PR and voluntarily passed on to others by Viral Marketing is worth more than any amount of paid for Advertising or Spin.
Mr Al Fayed, who bought the illustrious Harrods store in London, also discovered that a good name must be earned not bought.
Money can’t buy a good name, or the prestige, which goes with it.
And empty words and rhetoric will not maintain it.
PR, Public Relations, is just that, building a relationship with the people you come into contact with.
Getting the Word Out - Seven Ways to Build an Effective PR Strategy
Creating buzz for keeping your organization top-of-mind to the media is the ultimate goal of public relations. So, how do you do it? The following are seven tips for carrying your organization's message and image to the media.
1. It's not just about promotion - it's about supporting and managing your overall brand
From an integrated marketing perspective, public and media relations is one tool in the marketing toolbox. Whether you are talking about a brochure, program mailer, media kit, press release, postcard invitation, email blast, newsletter, web pages, or other communication piece, it's all about engaging the customer through your brand. Listen to the customer and find out their objectives and issues. Then respond by addressing their marketing needs and opportunities.
When identifying which events, programs or initiatives to promote, consider which activities will support the strategic positioning of the organization. How can a press release support what the ad or collateral piece is trying to accomplish? What PR activities should the creative team be keeping in mind as they develop print and radio creative ads? What cross-promotional opportunities should all who work in the marketing function be thinking about? What elements of the organization's signature boilerplate can be incorporated into your news releases or other PR materials? Which PR activities will best align with the point of difference of the organization? What PR tactics will produce high value vs. limited payoff?
2. Prioritize your PR efforts
A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!
Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.
Make sure your media materials line up with and support your organization's strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization's core mission.
Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.
As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.
3. Be proactive
Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:
1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year. 2) Brainstorm on new types of segments to tease reporters and peak their interest.3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns. 4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story. 5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.
One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.
4. Be armed and ready
Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.
When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.
5. Chase down the story … and get it!
1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention. 3) Find out which print publications and broadcast segments are the best match for the story that you're pitching. 4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.
6. Send another press release? Think again.
The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The press release, while the key PR writing vehicle, is only one component of an effective PR strategy. Think about the end goals of your project. The most effective way to get your message across may be to send a customized letter with a flyer highlighting your client's program or initiative.
Instead of a release with a broad distribution, a better vehicle may be a calendar listing that goes out to a narrow, targeted print source. You may want to send a media alert a few days prior to an event to grab media attention. Consider community access stations' message boards, public service announcements (PSAs) to local cable public affairs shows and regional radio shows, news stations' websites, and other free website listings.
Be aware of timing. Generally, the timeline for newspapers and other short lead media is 3-4 weeks, the target for longer lead magazines is usually 4-5 months, and the deadline for local and community calendar listings varies with the publication. The earlier you can send in a release for inclusion in calendar listings, the better the chances that your story will prominent. If you miss the reporter's deadlines, you've lost the opportunity.
7. Give staff the inside scoop
Don't forget internal staff when getting the word out to the media about your organization. Employees need to know what's going on, where the organization is going, and where they fit. An organization's internal home page can include sections for print, radio, direct, on-site ads, as well as press releases. Web pages can drive staff to get updates on the organization's marketing plans for the year.
Providing frequent updates on the company's external site that would not be communicated to the general public also helps to engage staff and make them feel that they are key players within the organization. Include copies of advertising and indicate where the ads are running on the website, so that front-line staff is well informed to answer customer questions. Share key messages to be used consistently in written and verbal communication with staff, FAQs, as well as overall company messages. The message to employees is that we're all ambassadors, not just the marketing and PR staff.
1. It's not just about promotion - it's about supporting and managing your overall brand
From an integrated marketing perspective, public and media relations is one tool in the marketing toolbox. Whether you are talking about a brochure, program mailer, media kit, press release, postcard invitation, email blast, newsletter, web pages, or other communication piece, it's all about engaging the customer through your brand. Listen to the customer and find out their objectives and issues. Then respond by addressing their marketing needs and opportunities.
When identifying which events, programs or initiatives to promote, consider which activities will support the strategic positioning of the organization. How can a press release support what the ad or collateral piece is trying to accomplish? What PR activities should the creative team be keeping in mind as they develop print and radio creative ads? What cross-promotional opportunities should all who work in the marketing function be thinking about? What elements of the organization's signature boilerplate can be incorporated into your news releases or other PR materials? Which PR activities will best align with the point of difference of the organization? What PR tactics will produce high value vs. limited payoff?
2. Prioritize your PR efforts
A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!
Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.
Make sure your media materials line up with and support your organization's strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization's core mission.
Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.
As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.
3. Be proactive
Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:
1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year. 2) Brainstorm on new types of segments to tease reporters and peak their interest.3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns. 4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story. 5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.
One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.
4. Be armed and ready
Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.
When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.
5. Chase down the story … and get it!
1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention. 3) Find out which print publications and broadcast segments are the best match for the story that you're pitching. 4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.
6. Send another press release? Think again.
The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The press release, while the key PR writing vehicle, is only one component of an effective PR strategy. Think about the end goals of your project. The most effective way to get your message across may be to send a customized letter with a flyer highlighting your client's program or initiative.
Instead of a release with a broad distribution, a better vehicle may be a calendar listing that goes out to a narrow, targeted print source. You may want to send a media alert a few days prior to an event to grab media attention. Consider community access stations' message boards, public service announcements (PSAs) to local cable public affairs shows and regional radio shows, news stations' websites, and other free website listings.
Be aware of timing. Generally, the timeline for newspapers and other short lead media is 3-4 weeks, the target for longer lead magazines is usually 4-5 months, and the deadline for local and community calendar listings varies with the publication. The earlier you can send in a release for inclusion in calendar listings, the better the chances that your story will prominent. If you miss the reporter's deadlines, you've lost the opportunity.
7. Give staff the inside scoop
Don't forget internal staff when getting the word out to the media about your organization. Employees need to know what's going on, where the organization is going, and where they fit. An organization's internal home page can include sections for print, radio, direct, on-site ads, as well as press releases. Web pages can drive staff to get updates on the organization's marketing plans for the year.
Providing frequent updates on the company's external site that would not be communicated to the general public also helps to engage staff and make them feel that they are key players within the organization. Include copies of advertising and indicate where the ads are running on the website, so that front-line staff is well informed to answer customer questions. Share key messages to be used consistently in written and verbal communication with staff, FAQs, as well as overall company messages. The message to employees is that we're all ambassadors, not just the marketing and PR staff.
Marketing and Public Relations - Getting Your Name in the News
In Marketing and Public Relations it’s all about getting your name in the news. But, if you’ve tried issuing press releases with only modest success, what’s next?
You have to understand that magazines and newspapers are looking for the larger trends for their readers. They are trying to be the source of reassurance and a greater understanding of the big picture. For example, in real estate the issue behind the scene might be, what can I tell my readers about the next big thing in real estate? What can I tell my readers about great places to live, work and play? Where are savvy people putting their money? What businesses are thriving and why? What have you learned that works, and how can my readers benefit?
Is there a way to catch the interest of the big fish in media? Here are some top suggestions for getting your name in the news.
1. Define a niche that will be your avenue to authority.
2. Be a consistent and authoritative issuer of news. You and your firm must be seen as an authority on a particular issue or topic. Only then will you be seen as someone to turn to for regular quotes and your take on the issue.
3. Claim your stake to larger news. Start searching for stories about you and your firm that are larger than the small pieces you issue about staff changes and additions, charities and charitable work. This is the background to who you are, not who you are.
4. Make project or service news be about your core business first and peripheral issues later. In other words, if you are a developer of luxury hotels and resorts, hold the news about revamping third base of the kids’ ballpark until you have the larger news out there consistently.
5. Bundle your smaller news. Don’t send out personnel and other notices piecemeal, one by one. It becomes larger news, and the media cares that you are hiring, adding space, moving to a new building only when they understand the core nature of what you do. Then, bundle the personnel and other news and it feeds the bigger story. (Oh, they are a firm that does such and such, and now they are hiring and growing.)
6. Try to find a local angle. News is important to a publication only if it is in reach of their audience.
7. Send your press release out with a small pitch. Let the editors and writers know the statistics behind the story, why this is important and why they might care to share this with their readers.
You’ve heard it before—it’s not about you. It’s about them. And no truer words were ever spoken about Marketing and Public Relations, the media and getting your name in the news.
You have to understand that magazines and newspapers are looking for the larger trends for their readers. They are trying to be the source of reassurance and a greater understanding of the big picture. For example, in real estate the issue behind the scene might be, what can I tell my readers about the next big thing in real estate? What can I tell my readers about great places to live, work and play? Where are savvy people putting their money? What businesses are thriving and why? What have you learned that works, and how can my readers benefit?
Is there a way to catch the interest of the big fish in media? Here are some top suggestions for getting your name in the news.
1. Define a niche that will be your avenue to authority.
2. Be a consistent and authoritative issuer of news. You and your firm must be seen as an authority on a particular issue or topic. Only then will you be seen as someone to turn to for regular quotes and your take on the issue.
3. Claim your stake to larger news. Start searching for stories about you and your firm that are larger than the small pieces you issue about staff changes and additions, charities and charitable work. This is the background to who you are, not who you are.
4. Make project or service news be about your core business first and peripheral issues later. In other words, if you are a developer of luxury hotels and resorts, hold the news about revamping third base of the kids’ ballpark until you have the larger news out there consistently.
5. Bundle your smaller news. Don’t send out personnel and other notices piecemeal, one by one. It becomes larger news, and the media cares that you are hiring, adding space, moving to a new building only when they understand the core nature of what you do. Then, bundle the personnel and other news and it feeds the bigger story. (Oh, they are a firm that does such and such, and now they are hiring and growing.)
6. Try to find a local angle. News is important to a publication only if it is in reach of their audience.
7. Send your press release out with a small pitch. Let the editors and writers know the statistics behind the story, why this is important and why they might care to share this with their readers.
You’ve heard it before—it’s not about you. It’s about them. And no truer words were ever spoken about Marketing and Public Relations, the media and getting your name in the news.
Do Your Clients Treat You The Way You Want To Be Treated?
Never underestimate how important personal responsibility can be in influencing our lives, and how much power it gives us to effect change. Remember this: we train and condition people to treat us the way we want to be treated.
Consider, for example, the use of sales and discounts. How often do you hold yourself true to your word when you offer someone a limited-time discount? It’s a time-honored tradition to offer a customer a discount on a sale when nearing month’s end—an incentive to buy now rather than later. It comes implicitly with a threat:
I can only offer you this discount if you buy before April 30th, after that, it’s back to full price.
Let’s be honest: if that customer calls back on May 5th demanding the discounted price, how likely are you to give it to them? This behavior is the kind that conditions customers—establishing a precedent that they’ll expect again and again—that your limited-time offers are anything but limited and that a lower price is something they can demand all the time.
In our society, another way that we can inadvertently train others is when we don’t appear to respond at all to undesirable behavior—when we’re silent. For example:
A banker—let’s call him John—was having staff problems at his branch. When his employees did something that he didn’t like, John wouldn’t say anything, hoping that his silence would make a point. Instead, it had the opposite effect—employees kept repeating the undesirable behavior.
Likewise, if a customer yells at us and we don’t say anything, we’ve just rewarded this person’s behavior—signaling that it’s okay to treat us that way. Customers notice silence. Often, they interpret it as agreement or consent when, in fact, it’s meant to convey disagreement. That’s why many people who have an aversion to conflict often find themselves knee-deep in one, despite their best efforts.
We can even train ourselves as well as others to deny the truth. Have you ever intentionally arrived late for a meeting because you knew from past experience that it wouldn’t start on-time? If you’re nodding your head in agreement, congratulations: the person who chairs those meetings has trained you and the other attendees. Your behavior has changed because of an expected outcome.
Here’s another example:
Laurie, a government sales rep for a major software company was overseeing the implementation of a new software system at her client’s site. This project required weekly project meetings that required the attendance of the entire project team. People were regularly late, so the meetings were never constructive. Laurie set her mind to fixing this problem. First, she admitted to her customer that she was responsible for the meetings starting late. Second, she emphasized that, in the future, meetings would always start on time, regardless of the number of attendees. Third, she started all meetings at the exact designated time—even if hardly anyone was present—and continued through the agenda without any retracing for the late attendees. When the late arrivals requested a review of the missed information, Laurie refused. This action trained the entire project team about how to deal with Laurie’s meetings. It took only a few meetings before everyone began showing up on time.
Look at your own work habits. How are you training people to deal with you? What are you training people at work and your customers to do? For example, if you ask your manager to be honest with you and subsequently become defensive when they do…what happens? Your action (or reaction) might train someone to be dishonest with you.
Bill had a sales manager who was lying to him repeatedly. While he kept demanding that the manager tell him the truth, it never seemed to work. After discussing the matter with Engage Selling Solutions, Bill spoke to the sales manager and asked him: “What is it about me that makes you feel uncomfortable about telling me the truth?” The answers to this question gave Bill some important insights about what he could do differently to develop a more truthful and productive relationship with his manager.
Getting to the truth…
In sales, by realizing how much you train and condition clients and colleagues and by taking ownership of our assumptions, you can regain control of difficult situations. It puts an end to the blame game. When we don’t blame someone, that person will be less likely to become defensive and more receptive to what we have to say.
In a conversation with someone, instead of saying “You make me think this,” try saying: “I have allowed myself to think this,” or “I have chosen to think this,” or even “I find myself thinking this.”
There are plenty of ways to convey ownership of your feelings and assumptions. Just do it in a style that feels right. Let’s apply that skill to everyday situations that we face as salespeople.
Here are two examples:
“I noticed that you didn’t have anything to say during the presentation. I have been thinking that you’re unhappy with the solution? What are your thoughts?”
“I noticed that you told me the proposal was okay. I’m thinking that you’re not really that pleased with it. Do you have any feedback to give me about it?”
…and if that doesn’t work, how to confront a prospect who may be lying
Remember the TV show Columbo—Peter Falk’s humble and unassuming character who had a knack for getting at the truth? If Columbo thought he was hearing a conflicting or inconsistent story, he would rub his head and say: “I notice you said this and now you are saying that... I’m confused,” or “Could you clarify this?” It was a clever strategy. By taking responsibility for his confusion, he disarmed the other person, making them feel comfortable enough to tell him the things he needed to know.
When you think a prospect may not be telling you the truth, remember the Columbo Method. Stick to the facts, approach a situation from the position that you are confused or unclear, give your prospect the benefit of the doubt and ask questions sincerely to gain clarification.
Here are some examples:
“I noticed yesterday that you mentioned you were looking for a product that would do X, Y and Z. Today, you are telling me that getting the lowest price is the only consideration for your purchase. Did something change?
When you say you need a discount, how much do you need?
When you say you need it next week, does that mean it has to be installed next week or just that it has to arrive on your premises to be ready for installation?
I’m confused. Could you help me understand your new purchasing process?
When you say we are too expensive, what do you mean by that?
I notice that you are hesitating over my proposal. Maybe I missed something that was important to you. What are your thoughts about this?
Regardless of the point you wish to clarify, the Columbo Method will help you get to the bottom of an issue quickly. Remember, much of what makes this approach work (and made it work for Columbo) is that you have to genuinely want to find the answers and demonstrate that it may well be your fault for not understanding. Only with this attitude of responsibility will your questions be perceived as sincere. If you are asking these questions as a technique to trick your prospect into telling the truth—to catch them in a lie—your tonality will be interpreted as patronizing and disrespectful.
Take ownership of your behavior and assumptions. Remember, no one made you come up with those thoughts, opinions, assumptions and conclusions. And only you can steer things right.
Consider, for example, the use of sales and discounts. How often do you hold yourself true to your word when you offer someone a limited-time discount? It’s a time-honored tradition to offer a customer a discount on a sale when nearing month’s end—an incentive to buy now rather than later. It comes implicitly with a threat:
I can only offer you this discount if you buy before April 30th, after that, it’s back to full price.
Let’s be honest: if that customer calls back on May 5th demanding the discounted price, how likely are you to give it to them? This behavior is the kind that conditions customers—establishing a precedent that they’ll expect again and again—that your limited-time offers are anything but limited and that a lower price is something they can demand all the time.
In our society, another way that we can inadvertently train others is when we don’t appear to respond at all to undesirable behavior—when we’re silent. For example:
A banker—let’s call him John—was having staff problems at his branch. When his employees did something that he didn’t like, John wouldn’t say anything, hoping that his silence would make a point. Instead, it had the opposite effect—employees kept repeating the undesirable behavior.
Likewise, if a customer yells at us and we don’t say anything, we’ve just rewarded this person’s behavior—signaling that it’s okay to treat us that way. Customers notice silence. Often, they interpret it as agreement or consent when, in fact, it’s meant to convey disagreement. That’s why many people who have an aversion to conflict often find themselves knee-deep in one, despite their best efforts.
We can even train ourselves as well as others to deny the truth. Have you ever intentionally arrived late for a meeting because you knew from past experience that it wouldn’t start on-time? If you’re nodding your head in agreement, congratulations: the person who chairs those meetings has trained you and the other attendees. Your behavior has changed because of an expected outcome.
Here’s another example:
Laurie, a government sales rep for a major software company was overseeing the implementation of a new software system at her client’s site. This project required weekly project meetings that required the attendance of the entire project team. People were regularly late, so the meetings were never constructive. Laurie set her mind to fixing this problem. First, she admitted to her customer that she was responsible for the meetings starting late. Second, she emphasized that, in the future, meetings would always start on time, regardless of the number of attendees. Third, she started all meetings at the exact designated time—even if hardly anyone was present—and continued through the agenda without any retracing for the late attendees. When the late arrivals requested a review of the missed information, Laurie refused. This action trained the entire project team about how to deal with Laurie’s meetings. It took only a few meetings before everyone began showing up on time.
Look at your own work habits. How are you training people to deal with you? What are you training people at work and your customers to do? For example, if you ask your manager to be honest with you and subsequently become defensive when they do…what happens? Your action (or reaction) might train someone to be dishonest with you.
Bill had a sales manager who was lying to him repeatedly. While he kept demanding that the manager tell him the truth, it never seemed to work. After discussing the matter with Engage Selling Solutions, Bill spoke to the sales manager and asked him: “What is it about me that makes you feel uncomfortable about telling me the truth?” The answers to this question gave Bill some important insights about what he could do differently to develop a more truthful and productive relationship with his manager.
Getting to the truth…
In sales, by realizing how much you train and condition clients and colleagues and by taking ownership of our assumptions, you can regain control of difficult situations. It puts an end to the blame game. When we don’t blame someone, that person will be less likely to become defensive and more receptive to what we have to say.
In a conversation with someone, instead of saying “You make me think this,” try saying: “I have allowed myself to think this,” or “I have chosen to think this,” or even “I find myself thinking this.”
There are plenty of ways to convey ownership of your feelings and assumptions. Just do it in a style that feels right. Let’s apply that skill to everyday situations that we face as salespeople.
Here are two examples:
“I noticed that you didn’t have anything to say during the presentation. I have been thinking that you’re unhappy with the solution? What are your thoughts?”
“I noticed that you told me the proposal was okay. I’m thinking that you’re not really that pleased with it. Do you have any feedback to give me about it?”
…and if that doesn’t work, how to confront a prospect who may be lying
Remember the TV show Columbo—Peter Falk’s humble and unassuming character who had a knack for getting at the truth? If Columbo thought he was hearing a conflicting or inconsistent story, he would rub his head and say: “I notice you said this and now you are saying that... I’m confused,” or “Could you clarify this?” It was a clever strategy. By taking responsibility for his confusion, he disarmed the other person, making them feel comfortable enough to tell him the things he needed to know.
When you think a prospect may not be telling you the truth, remember the Columbo Method. Stick to the facts, approach a situation from the position that you are confused or unclear, give your prospect the benefit of the doubt and ask questions sincerely to gain clarification.
Here are some examples:
“I noticed yesterday that you mentioned you were looking for a product that would do X, Y and Z. Today, you are telling me that getting the lowest price is the only consideration for your purchase. Did something change?
When you say you need a discount, how much do you need?
When you say you need it next week, does that mean it has to be installed next week or just that it has to arrive on your premises to be ready for installation?
I’m confused. Could you help me understand your new purchasing process?
When you say we are too expensive, what do you mean by that?
I notice that you are hesitating over my proposal. Maybe I missed something that was important to you. What are your thoughts about this?
Regardless of the point you wish to clarify, the Columbo Method will help you get to the bottom of an issue quickly. Remember, much of what makes this approach work (and made it work for Columbo) is that you have to genuinely want to find the answers and demonstrate that it may well be your fault for not understanding. Only with this attitude of responsibility will your questions be perceived as sincere. If you are asking these questions as a technique to trick your prospect into telling the truth—to catch them in a lie—your tonality will be interpreted as patronizing and disrespectful.
Take ownership of your behavior and assumptions. Remember, no one made you come up with those thoughts, opinions, assumptions and conclusions. And only you can steer things right.
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