Posts Tagged "social media"

Responding to Media Requests

By on Feb 24, 2016 in News | 0 comments

There is little greater than free positive press about your expertise and your business. If you’ve been engaging in proactive public relations such as pitching stories, putting out your own news and building relationships with journalists, inevitably the time will come when a journalist will contact you to help on their story. Whether it’s additional research in your field they need or a quote, it’s a great achievement for your efforts. But handling the media request correctly will be the difference between a one-time call and a long-term relationship. Here’s how to ensure that a relationship is established and maintained. Always respond quickly – Journalists are on deadlines. If you receive a request from a journalist for help on one of their stories, this is something you should make a priority. Some journalists will provide you with their deadline while others will just make the request for information. But it’s safe to assume they generally need the information as soon as possible. And it’s okay to follow-up and ask when they need the information. If you are not in a position to provide the information they need, definitely let them know. There are times when you just aren’t accessible because of travel or other pressing deadlines but all efforts should be made to get them what they need and on time, if possible. Either way, responding promptly is advised. They will definitely not be waiting for you to “get around to it” and will move on to another potential source. Respond to what’s asked – There is often a great desire once you have a journalist’s attention to bombard them with information. Don’t. There will be other opportunities down the road. Simply respond to their request with a quote or research or whatever they have asked. If you have a lot of information that could be provided, just pick the best and let them know you have additional information should they require it. Never provide information they have not asked for or pitch them additional information not relevant to their current story. Stay professional at all times and be a great resource. If you are, they are more likely to use you as a source again. Be a resource...

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After a Media Interview

By on Apr 28, 2015 in News | 0 comments

If you think your work is over once you’ve given a media interview, think again. A few perfect touches after the interview can ensure you make the most out of your media exposure and position you perfectly for future interviews. Follow up: Don’t forget to follow-up after the interview, especially if you promised to send additional information during the interview. Send a note or email and use this opportunity to say thank you and briefly reiterate any points you want to make clear. This is also the time you can briefly add in a point or two you might have forgotten, and let the journalist know you are available should they need additional information. Always let them know you are willing to further assist in this or any future story. While you may not hear back from the journalist, they won’t forget the gesture, and it leaves the door open for future contact. Share: Make sure to keep watch for the news segment or story to run. When it’s available, use this as another opportunity to keep your network informed. Post the link on your website and social media pages as well as include the coverage in your most recent press kit. If it’s a really compelling piece, send an email newsletter with the link and additional thoughts and comments on the story that’s relevant to your readership. Get Social: If you aren’t already, make sure you follow the journalist and the news outlet on Twitter and Facebook if their professional pages are available. Twitter is a great way to connect with journalists. Evaluate: The only way you’ll get better at media interviews is to really evaluate how you do from interview to interview. Remember what you did well and think about how you could improve upon areas that need improvement. Were you prepared? Could you have provided better research or information from your industry or organization? Were there questions you stumbled over or ones that should have been easier for you to answer? It’s okay, good media interviews take practice for even the most seasoned professional. Evaluate and keep...

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Success During a Media Interview

By on Mar 4, 2015 in News | 0 comments

There are several things during the interview that you can do to ensure that your message remains clear and you have a good successful interview. The most important thing to remember is to stay calm and be as articulate as possible. Answer each question honestly: While giving a media interview you should never use the phrase “no comment.” You must be truthful in your responses and answer each question or you will seem evasive. If there is a legitimate or pending legal reason for not answering a question, simply state that you cannot answer it and give the reason. If you do not know an answer, don’t make something up. Simply state that you will need to look up the information so you can provide the most factual data. Ask if you can email the information after the interview. Avoid Jargon: There is nothing worse when reading copy than trying to decipher industry jargon and acronyms. Neither have any place in a media interview. If your audience has to figure out what you’re talking about then they aren’t paying attention to your message. Speak clearly and plainly so a wide audience will be able to understand. Be Engaging: The more you can show interest and passion for the subject the more engaged you will seem. It’s okay to use stories and anecdotes to illustrate and simplify your points. These can make for good copy as well. Also remember that the journalist probably does not know as much as you about the topic so you should try to educate and provide information in an informative and engaging way. Control & Redirect: There can always be an uncomfortable question or two so be ready to redirect. Answer the question but follow it up with the redirect. “Yes, but the other thing to consider is…..” “What we really discovered is…..” “The lesson we learned…..” “Another important fact is…..” Emphasize key points: You’ll be saying a lot during the interview but to make sure your main points are made indicate through your words what’s most important. “The key point is….” “The most important thing to remember is…..” “What’s critical at this time….” “Our biggest impact has been…..” Nothing is Off the Record: This...

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Creating an Editorial Calendar

By on Dec 10, 2014 in News | 0 comments

December is a great time of year to reflect back on your content from last year and assess what did or didn’t work. Hopefully, if you’ve been tracking your social media, email marketing and website all year long, the stats will be readily available. If not, it’s a good time to plan how you’ll track for next year. It’s also the perfect time to start preparing your editorial calendar for the year ahead. So what is an editorial calendar? It helps you with strategy, organization and project management. It helps you plan your content themes for each month and what topics you’ll cover. Some use an editorial calendar to plot out how many blog articles will be written each month, their dates of publication and content. The same for email marketing and social media content. For most of my clients, we sketch out three months at a time, some go as far as six months but it’s important to leave room for new topics that might be in the media you’d like to respond to or things coming up you want to highlight for your business. An editorial calendar is meant to be a guide and not something written in stone. Remember you can easily shift content around as needed. How an Editorial Calendar Helps: Managing and scheduling your own blog posts and social media Scheduling blog posts by guest authors Scheduling the creation and deployment of other marketing materials Tracking events that can generate content such as conferences, holidays and awareness days (particularly if you’re a nonprofit) Gathering ideas that lead to content An editorial calendar takes away last minute panic about what articles you’re writing and when you are sending content out. Every editorial calendar can be slightly different, some of my clients even include: The person responsible for researching and writing the content The type of content published and when it’s published Where you plan to publish it What you hope to achieve and how success will be measured This is something each organization can customize for themselves. A simple Google search will help you see editorial calendar samples and you can choose what works for your organization and what doesn’t. For those using WordPress two...

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Holiday Marketing Ideas

By on Dec 3, 2014 in News | 0 comments

As we slide past Thanksgiving and right into December, the holiday season is right on top of us. Some businesses slow down at end of the year while others have their best sales. Content marketing can end up taking a back seat to everything else happening during this time of year. But, it doesn’t have to. Here are some simple tips to stay connected with your clients and customers throughout the holiday season. Holiday Content – Decide what the most useful information your audience can have about your business or subject matter expertise during this time of year and share it. It might just be something as simple as your business hours that might change during the holidays, sales you are running or even solutions to customers’ holiday problems you can solve. One of my clients, a private investigator, makes sure his holiday content focuses on safety tips through the holidays especially helping to prevent theft, robbery and other crimes at home and while out shopping. He has the knowledge and expertise and it’s the perfect time of year to share it. He’s not making direct sales from the content but he’s laying the groundwork that he’s an expert – which is just as important. Plan a Holiday Party – This all depends on the kind of business you have. If you have an actual office or storefront and a local customer base, it’s pretty easy to pull together a quick holiday party. When I was back home living in NY and a member of my Chamber of Commerce this was a fun time to year attending holiday get-togethers and networking with all my business friends who I might not have seen in a while. It was fun socializing but also amazing networking! For businesses like mine, where my customer base is spread across the U.S., I have to get a little creative. Holidays cards or even if you’re a baker (or can order online), tins of cookies are always a nice reminder to your most loyal clients. Perfect Time Just to Say Thanks – No matter what else you do during the holiday season, it’s a nice idea to say thank you to your loyal fans and followers...

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