You’re an author or entrepreneur and you go to sleep with this one dream in your head every night:

“If only I can get the media to cover my book/company/product, then I’d be rich.”

As a PR person, I share that dream. But I realize one point that they fail to realize: PR is only the beginning, not the end. It is one dot in a series of action steps that fuel your marketing plan.

What do I mean my this?

PR is important. PR gives you credibility. PR gives you exposure. PR gives you reach. But that’s today’s news. By tomorrow, your newspaper article is lining a bird cage.

You see, once you get your publicity, you have to market your publicity. In fact, publicity can be the spark plug that ignites your marketing program. But you have to take the steps to make that happen.

Why?

No one opens the newspaper to find an article about your subject, whether it be how to save money on taxes or how to raise happier children. When newspapers write about those topics and the reader is interested, that’s great. Maybe they’ll buy your book or services.

But more likely, they won’t get to read page 17 of the Wall Street Journal, which features your service. After all, did you read page 17 of the Wall Street Journal today? Then why should you expect your target audience to?

Your goal is to first get the publicity, then tell everyone in your marketing world that you got publicity.

Publicity is part of a giant canvass of connect the dots that begins with creating the product and ends with the sale. Other dots along the marketing chart could include advertising, direct mail, online marketing, direct sales, and even more publicity. If you don’t get publicity, your job will be that much harder. But if you get publicity and don’t use it to fire up your marketing engine, then you won’t connect the dots to make money.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Piggyback is more than a child’s game.

Piggybacking in press releases could help small companies leap frog over their competitors.

Here’s how.

When you are doing a joint venture with a company that is more well known, issue a press release saying, “Big Company Uses Small Company’s Products or Services.”

Reporters who would normally consider a press release from a company they don’t know as a Trivial Pursuit and might toss the release down the Chutes and Ladders might be inclined to give your release a serious read.

This happened to me several years ago. I had a client that produced street-mapping software in the early days of GPS systems. They had a relationship with Trimble Navigation (a big name in the field) and Sony (a big name everywhere). The Associated Press turned the press release into an article and it appeared in more than 200 newspapers! Chances are my clients wouldn’t have gotten an ounce of ink without name dropping their joint venture partners.

Get a Clue, follow this strategy and you might wind up with a Monopoly and become Numero Uno.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

I had the pleasure of meeting the Eisenberg brothers (Bryan and Jeff) back in 2001 when they became my clients at PR LEADS. Little did I realize I would benefit more from then, than did from me.

Back then, web marketers were all taking about generating traffic. The equation was “traffic = sales.” The Eisenbergs believed in numbers and wanted to study “conversion rate marketing” instead of traffic. No one else was thinking about this way back then. They might have invented the term.

Many of the concepts the Eisenbergs developed have been chronicled in their best-selling book (#837 on Amazon) Call to Action and their company Future Now Inc http://www.futurenowinc.com/ is helping GE, Price Waterhouse, Overstock.com and many other name brand companies.

But the best example for me was when they introduced me to John Walsh, of Walsh Technology Group, who developed the PR LEADS website by incorporating the design techniques the Eisenbergs pioneered.

I won’t take time here to discuss the terms, techniques and strategies the Eisenbergs and Walsh used since it would take too much time here and is amply described in their new book called Call to Action: Secret Formulas to Improve Online Results.

Instead, I’ll focus on the results.

The PR LEADS website does such a good job of conversion that most people (97 percent) sign up on the website without talking to me first.

That means the first time I talk to most people, I talk to them as customers, not as prospects. I am seen as their teacher and coach focused on helping them be successful, not as a scheming salesman out to take their money. The difference in creating a relationship is huge. And I credit the website for giving me that positioning.

Also, it is amazing how many people volunteer this comment, “I really like your website.” How many times do people volunteer positive comments about your website? This always blows me away, because to my untrained eye, the site looks fine but worthy of unprompted compliments? Wow.

This is a short way of saying I give this book my strongest recommendation. You’ll find information presented easily with real world examples and tactics that you and your web team can implement. If you do, you’re likely to see an increase in your conversions — whether that be sales, capturing names or whatever else you need to track and measure to grow your business online.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Think of a mean tyrant. The world’s worst boss. The person you’d most hate to work for and one name comes to mind: George Steinbrenner.

For years, the media portrayed him as the boss from hell who fires people on a whim, chastises his employees in public and acts as if the world revolves around him.

In all those years, I believe George enjoyed that public portrayal as the bully factor allowed him to beat opponents and competitors to a pulp. Anyone facing George knew they would be in for a fight. Not exactly the win-win situation that I endorse highly.

Now that George is nearing the end of his reign, he is taking steps to ensure that his eternal image and legacy is not the mean tyrant, but the lovable philanthropist.

He is courting the press — and not veiled either — with his own admission that he wants to remake his image and the press is printing glowing reports of the wonderful things he did for his hourly workers who aren’t in the spotlight. George, apparently, is quite a guy1

Steinbrenner isn’t the first person to remake his image. Look at Alfred Nobel. The inventor of dynamite is remembered for bestowing the Nobel Peace Prize. Look at Joesph Pulitzer. The purveyor of lurid newspapers and scandal sheets is remembered for awarding the Pulitzer Prizes for outstanding newspaper reporting.

The list goes on and on.

So what does this mean for you?

Everything you do reflects on your public image. But unlike Steinbrenner, Nobel and Pulitzer, you and I don’t have the money and the influence with the media to remake your image in your later years. Best to make that image a positive one with the actions you do on a daily basis so when it is time to wonder about your legacy, you won’t have to wonder.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Leave it to NY Yankees owner George Steinbrenner to give us a few publicity tactics for stealing the spotlight.

Earlier this week, his cross-town rivals, the NY Mets announced plans to build a new stadium and hope to revive the city’s ability to attract the Olympics. Great story. Lots of good vibes.

However, George can’t stand to see anyone else get a line of good press, so on Wednesday, he announced his own plans to build a new Yankee Stadium. I’ve seen headlines in all the major papers because of this stunt, including a highlight on the front page of US Today and major coverage in the national edition of the NY Times!

Obviously, the plan was in the works for quite some time, as the press conference included 3D renderings of the new stadium, diagrams of the surrounding area, plans to revitalize the neighborhood and positive comments from city officials. In other words, a masterful PR plan was in place with all the ducks in a row — just sitting and waiting for the green light to go public with the news.

What does this mean for you?

If a competitor announces a major story, think of ways you can capitalize on it. For example, if they announce plans to build a new office building, call reporters and pitch them on the story of how your industry is growing and how your company is a player. There’s always an angle. Look for it.

Then you can be like George.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

We can learn several important lessons from pop star Michael Jackson’s acquittal.

First, he who frames the debate, wins.

His lawyers put the victim’s mother on trial and made the trial all about her history of filing lawsuits and her “suitability” as a mother. In fact, one of the jurors said in a TV interview “what kind of mother would put her child in that situation?”

If you read between the lines, she is really saying that Jackson’s house was a bad environment for children — which is what he was on trial for in the first place! Yet she voted to acquit because the mother was put on trial. She saw that as a bigger sin than child molestation.

Second, he who frames the outcome, wins.

As Jackson’s triumphant lawyers spoke to the press they claimed they did their jobs to prove Jackson innocent of all charges. Said lawyer Tom Mesereau: “Justice was done. He was always innocent and we proved it.”

In reality, the prosecution failed to present compelling evidence of guilt, according to the televised jurors. There’s a difference between being not guilty and being acquitted. Just ask O.J. Simpson.

By framing the answer, though, headlines can proclaim, “Jackson innocent.”

Whatever the price Jackson paid, he clearly hired lawyers who know how to win in the court of public opinion. That’s money well spent.

What can this mean for your business?

Frame your messages as you would want your clients and prospects to member. Make sure the sentences are simple and (most important) repeatable. “Michael’s innocent” is perfect because it is very short and very repeatable. Much better than “Michael got off.”

Review lawyer Mesereau’s comment. In two sentences, he proclaimed his clients’ innocence twice and his own ability once. You can’t do better than that.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Freakonomics: Trouble brewing for Realtors

There’s a potential crisis looming for Realtors, thanks to a study published in the best-selling book, Freakonomics.

Authors Steve D. Letitt and Stephen J. Dubner claim that Realtors don’t have their clients’ best interests at heart. They say that it isn’t worth a Realtor’s time to advise their clients to hold out for an extra $10,000 because the Realtor stands to make about $150. They’d rather push their clients to make the deal. Once consumers hear that, I’d wonder if any house seller would trust their Realtor’s advice.

Not only that, but the authors’ statistics show that when Relators sell their houses, they get a higher sales price than their clients do!

If this book were some dry economics tome, I doubt the Realtors would have anything to worry about as few people would read it. But Freakonomics is near the top of all the major best-seller lsts. In fact, one of my clients told me about the book and told me about three case studies from the book — nearly word for word from the book. In other words, this book is very repeatable in daily conversation.

If I were on the planning board of the national or local Realtor associations, I’d be scurrying to find the answer to the questions that you know your local business reporters are going to ask you.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Yesterday, I showed how the Internet has helped people get their messages out without the help of the media.

That raises an interesting question: Do we need the media? What role do they serve?

The media still has incredible value.

While the right thinks the media is controlled by liberals, and liberals berate the media for catering to the right, there is still value in what they do.

1. The good media tries to present both sides of the story so you get a fair picture.

2. The good media search for truth and don’t accept people’s statements without checking the truth behind the statement.

3. For publicity purposes, nothing has more implied credibility than a good review from a respected publication. When an article promotes your business, traffic to you website increases and sales can happen.

4. Printed articles look so much better than press releases and work so much better in building credibility. When you make a new business presentation, include reprints of your press articles. That’s how you turn PR into money.

5. Do you have your articles framed and mounted on your office walls? Your prospects and clients will be impressed and will be more inclined to work with you even before you open your mouth. Positive publicity builds credibility and sales.

6. Articles posted on the websites of newspapers and magazines that contain links to your website will help your search engine rankings, based on links in.

7. Prospects who see the media links to your sites on search engines will view your company and site more favorably than just about any other type of reference.

Dan Janal
Your Fearless PR LEADER
www.prleads.com

Are you the bowling ball or the pin?

That’s the intriguing question posed by Keith Ferrazzi, author of a great book on networking called “Never Eat Alone.”

While most networking books are rehashes of the “meet and greet” style of networking or the more enlightened strategic approach to networking, Ferrazzi blows other books away. Here are a few nuggets:

1. When you are at a conference do you make things happen, or do you wait for things to happen? That’s where you can answer the bowling question. I’m a pin. I intend to be a ball.

2. Forget small talk. Be bold. Talk about things that matter because you will connect with people. I hate to think how many conversations I’ve had that began “So, how was your flight,’ or “So, when did you get in?” Only to be followed near the end of the conference by “So, when are you leaving?” Small talk is for small people. Talk big and bold. My view is if people can’t connect on big issues, then you are best not connecting with them.

3. When you are at the conference, set up your own mini conference. In other words, get a group of like minded people together and have your own lunch. If I have one more large round table lunch stuck between two people who are more boring than sin, I’ll scream.

In this spirit, if you are going to the National Speakers Association conference in Atlanta and want to get together, send me a note: dan@prleads.com

“Never Eat Alone” is a good read, filled with nice anecdotes and stories. It is not nearly as preachy as I am here!

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Back in 1996 I wrote an article that was reprinted widely in PR journals, called “The Internet Ushers in the Golden Age of Publicity.”

Nearly a decade later, my predictions have been shown true.

How has the Net changed PR? Let me count the ways.

1. In the old days, reporters were gatekeepers who decided what press releases saw the light of day. Now, anyone can post a press release online and have it indexed by news reporting sites and search engines.

2. In the old days, it was hard to reach your audience, now it is easy.

3. In the old days, you needed to rely on the media, or on expensive and prolonged advertising to get your message out. Now you can use your website, e-zines, blogs, chat rooms, and other tools to get your word out.

4. In the old days, stodgy book editors decided which books to review. Now you can go to Amazon and read reviews from serious aficionados of millions of books that newspapers didn’t have the space to review. The same is true of movies, consumer products, business service and anything else people need help with.

5. In the old days, a reporter decided how much of your story to tell, could shade it with comments from your biggest competitor, and remove the part your most wanted to tell. Today, you can post you original source material on your website so the world can see your point of view.

6. In the old days, reporters acted as a mediator to keep things honest so companies couldn’t get away with making wild claims. Now any company can say anything and go virtually unchallenged. While this has positives and minuses, at least companies can reach their core audiences and tell their story. For example, if a company has a labor dispute; they can post their information on the web and their communities can read the info as they intended. In the old days, a report like that would be condensed to fit the space allotted in the newspaper so valuable information could be cut out.

This list can go on and on, but the bottom line is that the Internet has given people a voice and a platform and the opportunity to tell their story as they see it.

Dan Janal
Your Fearless PR LEADER
www.prleads.com