Promoting Your Business with PR

Public relations is about managing the media and developing a brand. It isn’t about making someone famous through managing appearances or mingling with celebrities – which is one of the biggest misconceptions to date.

Public relations professionals don’t book work or appearances outside of media interviews, talent or literary agents do this. Public relations professionals book media appearances based on what a client is doing. If you have to do the work yourself (you can’t quite obtain a publicist just yet), please pay attention to my top 3 common PR mistakes listed below.

1. It is two different things entirely to pitch news your clients force you to pitch against your better judgment and pitch something to a reporter without the thought of you believing it is news in the first place.

2. Your timeline isn’t what the press cares about. In fact, you need to care what the media’s timelines are. I recently read this piece of advice and couldn’t agree more. “Let’s say you are sending a Christmas wish list to a monthly magazine. When do you send that pitch? October? August? Try June or July.

3. Know the news. Everyone thinks their clients are special, and they are. However, you will not get your clients picked up by every single news outlet. In fact, for every 500 outlets pitched, expect a 3% return and not right away. Remember, editorial calendars exist!

As you move forward, you will create connections that will make it easier for you to pick up the phone and bump competing press agents and their stories. Until then, follow the rules and don’t make these 3 major mistakes.

Until tomorrow,

Twyla N. Garrett

3 PR Tips for Business Owners

Someone asked me recently if I had a super tip that would blast them into PR wonderland. Well, I have 3 tips that everyone should know about PR and practice, but they aren’t going to “blast you into wonderland.” Publicity is a layered approach and it requires practice and the development of relationships. There is no such thing as overnight success- unless you’re only looking for 15 minutes of fame.

So, here are my 3 PR tips;

1. You need to be your own brand. Don’t let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.

2. Your tag line should be a phrase that explains what you do and why you’re better! For example, Burger Kind’s is “Home of the Whopper”. They sell Whoppers. They are the only company that sells Whoppers. Period. BTW – There was no Whopper until Burger King branded it this way…..

3. Don’t stop selling – it’s not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.

Until tomorrow,

Twyla N. Garrett

You're A Hostage!

I'm thrilled the Boston situation has been resolved. My prayers go out to the victims and their families. It is hard to reflect on what all has occurred during this past week. Tomorrow I will go back to writing business advice, which many of you benefit from. However, to end the week on a similar note to the past few blogs- today's topic surrounds being a hostage. I know it is a horrible thought, but it can happen. Being prepared for these types of events is your best defense. So, here's what to do!

#1. Understand that the first few minutes of a hostage-taking situation or an abduction are the most dangerous, and they become more dangerous if you resist. Don't resist and try to remember as many details as you can, even if you are only able to hear things and not see them.

#2. Calm down. Your adrenaline will be pumping, your heart will be pounding, and you will be terrified. The sooner you can regain your composure the better off you will be immediately and in the long run. You can make better decisions when calm.

#3. Ask why you've been abducted. This will provide you with insight about the situation. More importantly, this will engage your abductors, making it harder for them to see you as an object or pawn and not a person.

#4. Try to communicate with other people in the same situation. If others have been taken hostage, see if you can find a way to communicate. The more you know, the better. You may also be able to plan an effective escape together.

#5. Get out of the way. When help arrives you need to protect yourself. Even if your captors are taken by surprise, you could be killed by the actions of police or soldiers, who may use explosives and heavy firepower to enter a building. When a rescue attempt occurs, try to hide from your captors, if possible. Stay low, and protect your head with your hands, or try to get behind some kind of protective barrier (under a desk or table, for example, or in a bathtub). Don't make sudden movements when armed rescuers burst in.

I'm hopeful no one will ever have to use this information, but it is good to have in the back of your mind.

Stay safe out there,
Twyla