media relations | Words For Hire

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There is an old adage that all publicity is good publicity and I vehemently disagree. Visibility at all costs is not only ineffective but can be dangerous to your brand.

The discipline of Public Relations (PR) seeks to communicate, and influence perception. It is not carried out in a silo, with haphazard strategies but harmonized with marketing, branding, sales and every other part of your business. The symphony of your efforts are ultimately judged by customers, for if they’re not paying to hear the music you have no reason to play. Visibility in and of itself is not the goal, but being visible, relevant and respected by the right people.

These days, I can understand why many would confuse visibility with sustainability. Losing it seems to be an effective media relations strategy. Become a train wreck and people show up to watch by the millions. Get arrested, drive drunk, flub the lyrics to the national anthem or just plain lose your grip on reality and you become a media star. In spite of the seemingly effortless publicity generated, I do not recommend ‘crazy’ as a PR strategy. However, if crazy is your brand and you want to be known as an unhinged bag of nuts who is the punchline of loser jokes, go for it. For everyone else there is a better way.

Outside of the realm of comedians and celebrities, your PR efforts should help you gain respect. You want to gain attention for what you know and offer; for being a leader in your space rather than an unfortunate break with reality. Visibility at all costs is not the best path to creating longevity in your market. Trust is an essential component of the sales cycle, but also of your staying power. People need to trust your brand and brand promise to purchase from you. Bad behavior may grab headlines but it does not translate into sustainable relationships with your customers. Further, eventually someone else will trump your bad behavior and you will become old news.

A far better approach is to build your brand with purpose. Be strategic and purposeful about who you are and how you present yourself to the market. Brand perception is in the eyes of your consumer but you can influence that perception for good or bad by what you do and say. Be visible for the value and solutions you offer to your market, and leave the meltdowns to those who are pros at entertaining.

Recommended Reading:

PR 2.0: New Media, New Tools, New Audiences

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

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This is a guest post by award winning and Emmy-nominated TV journalist Dwann Holmes Olsen. One short year after coming off the air to focus Media & Marketing for Non-Profits and SMBs, Dwann was named (1) of 30 Future Leaders of America by Ebony Magazine. With a long history of success, Dwann now helps ministries and business owners with marketing and media relations.

Years ago when I first started off in business on my own, it seemed like I was featured in the media all the time! Every where you looked, there was my head-shot with a different story.

Once the first article came out, I noticed something. More and more reporters started calling and with every new article, there seemed to be a new burst of energy from within and even on the outside.

No, the phones didn’t start ringing off the hook, but there was some clear indication that overall interest and website traffic spiked every time my company was featured in the media. Then next thing you know, one article led to another, to another …all without me having to spend a dime on lofty magazine ads, although I always made sure to have some sort of affordable media presence in my community so that by the time the articles and coverage started flowing, my brand was somewhat recognizable.

Then years later as I began to study what kind of stories seemed to draw the most attention, it was quite obvious.

HONORS & AWARDS!

Anytime you can win some sort of award, trust me, the buzz about your business will keep building.

For instance, when I was named one of Ebony Magazine’s TOP 30 FUTURE LEADERS of America, it seemed like everyone I knew was just as excited as I was. Not only did my local paper do a blurb on it but my hometown I grew up did one, so did my birth city. But that wasn’t it. My Pastor announced it from the pulpit, the Chancellor of the University I graduated from sent me a letter and the college paper announced it as well. It was like INSTANTLY, my credibility was being leveraged, in ways I never imagined. All because I had a goal of wanting to be featured and I had a magnificent producer who worked to make sure my “entry” packet was stellar.

So, today I want to encourage you to set your sights high and GO FOR IT!

No matter what industry you are a part of know that there is always some sort of award, honor or competition you can strive for that could potentially net you spectacular complimentary press from all kinds of media outlets. (TV, print, radio etc…) (Tip: Use AwardSync to find awards by topic, region, role and more)

Just follow these simple steps to get started.

Get Research: Take your time and find out about the prestigious local and national industry awards that you or your business may qualify to compete in.
Get connected: Do your best to join at least (1) local and (1) national industry specific trade organization that will help keep you in the loop regarding competitions
Get Busy: Once you’ve done the research and gotten connected it’s time to GET BUSY and start apply for competitions. Since there is normally a cost associated with the application I recommend doing this on a quarterly basis and budgeting a certain amount of your funds for competitions.
Get Coverage: Once you start winning or even placing in the TOP 5, it’s time to GET COVERAGE by creating and distributing professional press releases regarding your recent honors.

There’s NOTHING like being honored by a group of peers, especially those who are clearly at the top of their game in your industry.

Unfortunately, many solo-preneurs seem to forget or don’t seem to realize that good news surrounding winning a local, national or even international award is definitely worthy of announcing.

Meaning, it really is okay to brag on yourself when you are singled out for a stellar contribution. What’s even better is that the news media are the ones reporting on you, which in turn helps add a little bit of influence and integrity to your brand.

The great thing is that after you win, you are then able to create a press release that any local news outlet would want to highlight, especially if it looks like you’re a local SUPERSTAR right in the midst of your community.

That’s when you have to be prepared to Tell Your Story Like a Pro!

Is media a part of your marketing strategy? If not, why haven’t you leveraged this tool yet?

About Dwann Holmes Olsen

Dwann Holmes Olsen helps small to medium sized businesses, entrepreneurs and ministries with their media and marketing strategies through coaching, consulting and producing. You can learn more about her signature media coaching program for business owners at Tell Your Story Like a Pro .

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