The Two Best Referrals Ever

At M Communications, we do a lot of public relations work ... a lot. I am talking about everything from authors to fitness professionals to musicians, etc. And, we only take on the fun clients and I will get to that in a later blog. The two best referrals we have ever received were from a news station and the other from another publicist. Both are a compliment. Typically, the media does not like publicists and they get bombarded by some pretty lame press releases. As for referrals from other publicists ... awesome. Another good reason to partner up with people in the same industry - you may promote books and they promote health. Why should you not have a strategic partner?

Think Big With Your PR Campaign

Most of the time at M Communications we are educating our clients on what public relations is and what it does. And, most of the time clients get fixated on the small picture, not the big picture. For example, one client recently was obsessed with a certain local radio station because it was in her backyard. What do you think will get your product more exposure, local radio or national radio?? The obvious answer here people is national. My advice for this morning? Think Big with your PR campaign and think national. You will thank us for it later.

Putrid PR Campaigns

Putrid PR campaigns stink. You may have hired the wrong publicist if you witness the following:

1. Your press release is not "newsworthy". If you are bored reading your own release, that is a really bad sign. Your release should have a hook and should be "new" information. Media typically does not want to report on "old" news.

2. You publicist has disappeared. This is also very bad. You need to have some form of contact weekly and know exactly what publications (or genre) are being contacted. Oh, and coverage is great too - be sure to put this on your website. Also, if something is not working ... you should be contacted immediately.

3. The media outlets being contacted have nothing to do with your product. If you have a make up product and you are being cc'd on emails to Sports Illustrated editors that's a big red flag.

Stay away from putrid PR campaigns.

Good Questions to Ask a Publicist

Most people in general are clueless when it comes to hiring the "right" publicist for them. Many people do not even know what a publicist does and most people assume they are going to be put on Oprah (not happening). Here are a couple of key questions to ask when you are looking to hire someone to publicize your book/product/company.

1. What is your area of expertise? A PR company who says they specialize in everything most likely does not have coverage for every product and every start up. Also, you do not want to hire a PR company to promote your health product if they specialize in the automotive industry. Make sure you find the best fit for you.

2. What actual media coverage have you gotten for your clients? PR coverage is never guaranteed, but a PR company should be able to provide coverage lists, as well as references.

3. What does PR mean to your company? Do you want speaking gigs, book signings, social media marketing or just media relations? Look at how you want to promote your product or service and make sure the company you hire can incorporate all areas of interest.

4. Where do you get your media contact lists? Now, most people can boast they are friends with every media personality on the planet, but that is truly not the case. Most PR companies have to buy lists, and buy new ones the following year so they are updated or fresh. The best type of list subscription a PR firm can have goes by the name of Vocus and is one of the most extensive & targeted database that exists. What does that mean? I can plug in a term like "senior" and have every relative producer, editor, and online website come up in a search with contacts who cover anything pertaining to seniors. The results speak for themselves with actual media requests.

My point? Don't be afraid to ask away.

There Isn't Competition ... Period

There is one thing I come across at most events when I am networking for M Communications and that is people who are seriously worried about their competition. Here is my philosophy (and, actually a shared one by the successful) and that is: there is no competition. Even though my company offers graphics, websites, public relations and publishing many others do the same. People work with who they want to work with. It is very similar to working with a business coach - there are a ton and you work with who clicks with you. Last, worried about what the competition is doing is a complete waste of time. Understand different services and what similar companies offer, but do not sit and stress yourself out because there are two webmasters in the very same room. Last (for real this time), find out what services your competition offers ... because maybe you can partner up. I am personally collaborating with another publicist ... so again, there is no competition.

The Potential Unknown PR Recipient

As a fabulous Public Relations gal at M Communications, I know PR in and out to a point I have been interviewed regionally, nationally and even now by colleges? Go figure. Anyway, I always have to educate clients who do not understand the process and that is fine. I don’t mind explaining because what is permanently ingrained in my brain it not in anyone else’s. Perfect example: I called my parents to tell them this stellar deal I scored on a PR database and their non – response was the perfect example of “I have no idea what my daughter does for a living, except travel around the country and go to parties.” Here is the classic response I received today: I forwarded an email from a national reporter who is still reviewing one of my client’s projects (mind you this Editor-in-chief receives hundreds of queries per day). The response from my client was that he is taking his sweet time and when is his going to be done. Um, here is the deal … and mind you I have followed up with Mr. Editor-in-chief multiple times which is borderline no-no, but I have developed a pretty good relationship so lucky me. If you have a national reporter’s attention be thankful … period. Need I explain more? Chances are you are going to get coverage despite silly question. The bottom line: this person received a full article in a National Magazine

Scrambled Eggs and Sandwiches

I firmly believe there are two things that are always better when someone else makes them: scrambled eggs and sandwiches. Although, I did make some pretty kick a$$ eggs last weekend ... which brings me to a different rule ... if you add enough cheese to anything it will end up being good. Here at M Communications, 3L and I see disasters on a daily basis ... when someone should have relied on someone else, a "real" marketing expert to make it better. It makes us so sad when our clients take the cheap route and then have to spend more money to fix what they did or hired someone to do. I will be honest ... I cannot draw and therefore am not a graphic artist and will never pretend to me. (I have however practiced this cute cat drawing over the years ) This is where we have our quality team members come in for our graphics, web design, and of course I handle the PR ... (did we tell you that Oprah called?) Oh, and I think 2L mentioned without the price tag ... no big office on top of the Tiffany's building for us, we are all virtual and seasoned players. The point of my message is this: hire someone to do the work for you. If you do not have webmaster on your resume; my guess is that you are probably not.