PR Coach Dan Janal

Many people make the mistake of thinking that if they get on the Oprah show, they will become famous and get rich.

That’s far from true.

In fact, unless you have a real blockbuster story that ties in with what Oprah wants to talk about, you’ll be headed for a dead end.

That’s the case with many people.

You might think that everyone wants to know about your news but that’s far from true. Only a limited number of people and a very limited number of media outlets give a hoot about your news.

If you try to pitch your story to reporters who don’t care, then you will waste your time and theirs.

You must accept the fact that you must target your message to a select number of media outlets or you will quickly go broke and burn out.

Fortunately, it is fairly easy to find reporters who do want to write about you. Here are four ways to find reporters who want to write about you.

1. Join a leads service like PR LEADS. Reporters who need to find sources send their requests to PR LEADS, which then sends the relevant leads to you. You send your answers to the reporter and if she likes the info, she’ll print it.  This system is very easy and very cost effective. There are several leads services, but only PR LEADS offers leads from the best media outlets and also provides hands-on training and customer support. For information, go to www.PRLEADS.com

2. Buy a media database of reporters in your field. These lists show the names, addresses, phones and emails for reporters in a given field, such as business, health or travel. The more specific you are, the better the list will be. For example, health is a big list. But cardiology is a smaller list and more specific. While some big companies want you to spend $2,500 or more on an annual service, you can find lists for as little at $197 for unlimited use at www.BullsEyePublicity.com

3. Find out what your prospects read and target those publications. Do some research among your buyers and you’ll find that they read only a handful of publications or websites regularly. Target those media and you’ll be able to create a time-efficient publicity campaign.

4. Once you find those reporters, follow their blogs and Tweets. Most reporters post online in several formats so it is easy to see what they are writing about. Better yet, you can respond to reporters and start to build a relationship with them. Compliment them on their stories. Add feedback and tips or ideas to help them and their readers. They’ll appreciate it and they might contact you in the future when they need information.

If you follow these simple free publicity tactics, you’ll find that you will build a great network of reporters who want to write about you.

Publicity Coach Dan Janal

When you pitch a reporter with your great story idea, remember that reporters aren’t looking to find a new best friend. Reporters are looking for expert and sources who can give them information they need to write their stories.

Too many PR people try to become reporters’ friends by asking about their weekend activities, their families and the like. Stop. They don’t want a new BFF.

Here are 10 free publicity tips to build a strong relationship with any reporter and improve your media relations.

1. Tell the truth. Don’t lie, or mislead. That’s the kiss of death.
2. Don’t use hype. Even if your product is the best in the market, they won’t believe it. They hear superlatives all day long. When you gush about your product or service, you won’t stand out. You’ll sound like all the others. Just tell the facts.
3. Get to know the reporter by reading their articles, blogs and TV segments. It’s easy to find this info now.
4. When you pitch the reporter, refer to their articles. It’s a compliment to the reporter and they’ll know you’ve done your homework.
5. Read their blogs and comment when you can add value. Reporters will get to know you and value you.
6. Return phone calls and emails quickly. Reporters are always on deadline. If you aren’t available, someone else is. They will use the info from whomever responds fastest.
7. Give reporters your direct dial phone numbers for mobile and desk. Don’t put them through a switchboard or voice mail jail systems.
8. If you don’t now the answer, then say so. If you can find info, let them know how long it will take to get back to them – and then make sure you do.
9. Double-check your facts and spellings of names. If you give an error to the reporter, you’ll make them look bad and they will never forget that.
10. Thank yous are always appreciated, but gifts are not. Reporters want to be acknowledged, but they don’t want to feel like they’ve been bribed. Give compliments. Keep gifts.

If you follow these guidelines, you’ll have a better chance of being quoted today, tomorrow and long into the future. For more publicity tips from publicity coach Dan Janal, go to www.prleads.com/news.
What free publicity advice do you have?

Publicity Consultant Dan Janal

Reporters need ideas from you to write their stories. But there is a right way and a wrong way to pitch your story. Here are a few tips on what not to do. Don’t even think of breaking these rules if you want to get published.

1. Don’t assume they have all the time in the world to talk to you. They don’t. They are always busy.

2. Don’t assume they want to hear new pitches. Some columnists create their own ideas and don’t want to hear pitches.

3. Don’t pitch off topic. Do you homework to know which reporters cover your topic and are a good fit for your story.

4. Don’t threaten reporters with pulling your advertising. Reporters don’t care if you advertise with the publication or are best friends with the publisher. They want info their readers care about.

5. Interrupt them on deadline. Since you don’t know their deadline, always ask if this is a good time to talk. If it isn’t, ask them when you can call back.

6. Don’t run on and on with your story idea. Pause and ask them if they are interested, if they want more info or if they have questions. That shows respect.

7. Don’t pitch them the same feature story idea they just wrote about. In most cases, they are done with that story for a while. If you are pitching on a breaking news story, they could be interested in info for a follow up story.

8. Don’t offer an exclusive. You could probably do more harm to yourself than good.

9. Don’t be ignorant. Read the reporters recent articles so you know what they right about and can comment on those articles. That shows a great deal of respect and that can open doors for you.

10. Don’t be unprepared. Think of the questions reporters will ask and have a ready answer. You want to sound a prepared and professional as possible. Put yourself in the reporter’s shoes and consider the likely questions. If the reporter still asks a question you can’t answer, tell her you’ll get back to her promptly – and then do so.

If you follow these tips, you’ll have a better chance of being quoted.

Publicity Expert Dan Janal

Nearly every public relations campaign can be improved by using a case study.

A case study is a publicity tactic that shows how one or more of your clients have used your product or service and benefited from it.

Prospects love to be convinced by reading case studies because people love to read stories. A case study is simply a business story.

This article by publicity expert Dan Janal will show you how to create great case studies that you can use on your web site, sales kit or media kit.

Like all stories, this free publicity strategy has a format you can easily follow.

1.     Client has a problem. Describe it as visually and emotionally as you can.
2.     Client tried various solutions but none worked. Describe in a little bit of detail. After all you can’t learn from something that didn’t work, so don’t dwell on it.
3.     Client heard about your product or service. Explain how, briefly, i.e. a friend told him about the product, or she read about it in a magazine.
4.     Client tried your service and got great results. Describe in lots of detail and with as many numbers as you can how the client benefited, i.e. web traffic increased by 20 percent, or sales increased by 10 percent.
5.     Show them what to do next. How can they contact you? Put in your phone number, website, email address and other contact points, including social media.

That’s it!

It couldn’t be any easier.
If you’d like to see samples, search Google for “case studies” in your industry. You are bound to find many examples to model.

Be sure to use current examples. Nothing looks worse than seeing old material. People will wonder if you’ve done anything noteworthy in a long time! You can see some of the case studies we’ve written for our clients.

You can also send case studies to the media in your press releases. You can learn to do that at PressReleaseSender.com

Susan Daffron

It’s often been said that writing is a creative pursuit, but book publishing is a business. In fact, the process of getting a print book into the world can be complicated. If you opt to self-publish a book, you’re responsible for all the decisions related to the book and mistakes can be expensive.
If you’re like a lot of aspiring self-publishers, first you visit your friend Google and do a little research. If you do a search on “self-publishing” you’ll see ads for big companies like iUniverse, and Outskirts Press.
You think, “okay, that’s how you self-publish!”

Actually it’s not.

There are key difference between companies like CreateSpace and “self-publishing companies” like iUniverse. Although these companies use the term “self-publishing,” it’s misleading. If you sign up with iUniverse, you are not self-publishing. These companies are what’s known as subsidy or vanity presses in the industry. And almost every knowledgeable person in publishing recommends you avoid them.
Subsidy presses have been spending (and continue to spend) a lot of money to transform the term self-publishing into something it is not. The following terms:
·      Publish On-Demand
·      Print On Demand Publisher
·      Author Services Company
·      Self Publishing Company
are all now associated with subsidy presses.
The problem with these companies is that they separate you from your profits by acting as a “middleman” between you and the real print-on-demand printer they are using.. Print on demand means that books are printed when they are ordered and it’s arguably the most affordable way to publish a print book. But because a subsidy first charges you to publish, then marks up all the printing, most people end up making little money on their books.

Don’t Get Ripped Off

The publishing landscape is littered with unhappy authors who made poor choices for producing their book. Some subsidies are better than others, but some are complete scams playing off the dreams of writers. It’s definitely a “buyer beware” situation.
Like I said, subsidy presses mark up their printing costs, and then pay you only a percentage of sales (called “royalties”). If you want to make money on your book, a subsidy press is not your friend. Even worse, many subsidies often have complicated contracts and keep rights to artwork you paid them to produce. Most people regret going with a subsidy once they discover the alternatives.
How to Truly Self-Publish

To make the most profit, you need to be the publisher of record. To do that, you buy your own ISBN block from Bowker at http://www.myidentifiers.com. Owning your own ISBN makes it possible for you to go to the printer directly and get the same distribution the subsidies offer.
Once you have your ISBN, have a graphic artist lay out your book so you maintain your ownership rights, and take it to a printer yourself. (Hiring a freelancer to lay out your book usually costs less than the “packages” subsidy presses offer.)

I only recommend two print-on-demand printers: CreateSpace (http://www.CreateSpace.com), which is owned by Amazon.com, and Lightning Source (http://www.LightningSource.com), which is owned by Ingram.

Some companies like Fast Pencil and Lulu can act as printers, but they are just marking up printing from another company (usually Lightning Source). For example, a 200 page book costs $9.30 to manufacture at Fast Pencil. However, you can get the same book for $3.50 at Lightning Source. Why spend $5.80 more per book?

Although many people like Create Space, I personally print my books through Lightning Source because you get better distribution for less money to online bookselling sites. However, Lightning Source has higher setup fees than CreateSpace and doesn’t have forums you can turn to for community support like Create Space does. If you only plan to release one book and aren’t worried about distributing books anywhere other than Amazon.com, Create Space can be a good option.

When it comes to book publishing, a little knowledge can save you a lot of money. Spend some time researching your options before you sign a contract you might regret. Just because a company comes up first in a Google search doesn’t make it the right choice for you and your book!

If you’d like to learn more about business of book publishing and marketing your book, get inspiration and advice at the Self-Publishers Online Conference. The fourth annual event is May 8-10, 2012

(http://www.SelfPublishersOnlineConference.com). Use the code Janal12 and get a 10% discount!

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Susan Daffron, aka The Book Consultant (http://www.TheBookConsultant.com) owns a book and software publishing company. She spends most of her time writing, laying out books in InDesign, or taking her five dogs out for romps in the forest. She also teaches people how to write and publish profitable client-attracting books and puts on the Self-Publishers Online conference (http://www.SelfPublishersOnlineConference.com) every May.

If you’re like most consultants, the biggest problem you have when talking to new clients is to answer the question, “Why should I hire you instead of Katherine?”

And if you are like most consultants, you’ll point to your college degrees and rattle off the names of your clients.

The trouble is, most consultants can match you stride for stride, name for name.

So what can make you stand out?

The Media.

If you are quoted in the media, you stand out from any competitor who hasn’t been on TV or quoted in the newspapers or magazines.

When people see your name in the media they think you are a star, a celebrity or just plain someone they can trust.

That kind of branding from the media is invaluable in creating your own brand and making you stand out from your competitors.

Getting quoted in the media is the first step.

Once you’ve been quoted, you have to take the second step, which is to use that media as a marketing piece.

You see, it isn’t enough that you’ve been quoted. You can’t be assured that your prospects have seen the article. After all, do you read every article in every newspaper you subscribe to? Neither do your prospects.

It is up to you to send that article to all your clients, prospects and former clients so you can build your business. That’s an essential publicity tactic. This free publicity tip also helps improve your branding and image.

You can send them the hard copy printout of the article via mail. Or you can get an electronic version from the Internet and email it to your list.

In either case, this publicity tactic is a great way to stay in touch with the people who are in a position to hire you.

The truth about marketing is that you must stay in touch with your prospects. You can’t rely on them to remember that you are still in business. You need to be in front of them when they are ready to buy. Sending your media clips to them performs that function.

Usually, media articles contain information that helps the reader. When you send an article to a prospect you are sharing that information that can help them solve a problem or make more money. And the fact that you are the one who is quoted is a double plus in their eyes.

Be sure to personalize this so you really make an impact. Include a short note saying, “I thought you’d like to see this.” Or “This reminded me of our conversation a while back.” Or something else that is meaningful and true.

If you follow this process, you will become one of the most respected names in your field-  in the minds of your prospects.

There are reviews of hotels, restaurants and movies.

Why isn’t there a review of reporters?

Now there is one!

“Pitching Notes recently launched to create a database of pitching tips and reporter reviews. Their objective is to have a profile for every reporter out there, so every PR pro can benefit from a wide database of pitching notes. How can you help? Add the reporters you’ve worked with, and your tips and notes on the experience,” according to the company.

“The goal: to take our industry to the next level by pooling our knowledge to create more solid, targeted pitches, better PR-journalist relationships and more collaborative relationships among PR professionals. And if the site helps PR pros keep their sanity and feel some solidarity, well, that’s just icing on the cake! Share your tips at www.pitchingnotes.com or follow them on Twitter @pitchingnotes.”

What a fantastic idea! I wish I had thought of this! I hope they make it big. There are some reporters out there who deserve to be outed! I’m thinking of the ones who use info but don’t give credit to the experts. There’s a special place in hell for those people – and now it is online! <g>

Imagine a Yelp! focusing on reporters. I’m all for it!

I don’t know how the owners of this site are planning things, but if it were me, I’d have categories like:

·      Attributes quotes to experts
·      Responds to expert’s requests for “When will the story be published?
·      Doesn’t use cryptic messages like “Thanks for the info” but instead says, “Yes, I will use the info.”

Of course, there are a great many wonderful reporters as well – and they deserve honors, recognition and respect.

But for the few bad apples, well, let’s hear it!

What other suggestions do you have?

I’m hooked on all the news and opinion shows about politics. I’ve noticed several media training tips that politicians seem to use. Could they help you? I hope not!
That’s right.

Not.

These answers are probably the least-classy way to respond to media – and they do it all the time.

1.     Deny you said it.
2.     Say the media misinterpreted your comments.
3.     Apologize for the media misinterpreting your comments.
4.     Say the other side twisted your comments.
5.     Say the other side does the same thing.
6.     Say the other side does the same thing even worse.
7.     Say the media doesn’t call out the other side for doing the same thing. (The media gave them a free ride.)
8.     Blame the media for reporting this. Say it isn’t a story.
9.     Change the subject.

A typical response sounds like this:

“I never said that. But if you heard it that way, I’m sorry you didn’t understand what I really meant. They are taking what I said out of context. Besides, they’ve been doing the same thing for years and they do it even more than they admit. I’m surprised you aren’t calling them out for it. Of course, you always give them a free pass because you are aligned with their agenda. I don’t even know why you are reporting on this. It isn’t even a real story. By the way, why aren’t you writing about …”

Doesn’t that sound like a five-year old trying to answer the question, “Who stole the cookie from the cookie jar?” The only thing missing from this rebuttal is, “I’m going to tell Daddy.”

If you want good media relations, don’t listen to politicians.

If you are a politician (or play one on TV), then you’ll want to find out how to do it the right way. Go to this site for expert media training.

http://www.mediatrainingforpoliticians.com/

3 Steps to Identifying Your Key Customer

When I coach my clients, and I ask them who their ideal client is, they usually say, “Everyone.”

That’s because they honestly believe that their message can help everyone.

And it probably can.

The trouble is, the market doesn’t like solutions that appeal to the masses. They want their own customized solution, or at least someone who is an expert in their industry.

There isn’t a prospect alive who hasn’t said to you, “But my business is different.”

The key to winning that business is to focus on the prospects who are your best fit.
Here are three questions I ask my coaching clients to explore so they can find their best prospects and their idea customer.

Question 1. Who do you like to work with? Yes, it is all about you. Why shouldn’t you work with people you want to work with? People who get you and understand you? People you like and understand? What could be worse than dealing with a person who is the epitome of everything you hate? If that’s the case, you might as well get a job.

Question 2. Who are the people who like to work with you? Let’s face it. We’re not a perfect fit for everyone. Some people don’t like the fact you won’t work past 6 p.m. at night, won’t take business calls on weekends and won’t cut your rates to rock bottom just because they asked. Who needs them? I’m sure you can find lots of other attributes you hate in clients (i.e. Type A personalities, people who can’t make decisions, people who don’t pay their bills on time, people who see the negative in everything, people who don’t praise your work. You get the idea.) Who needs them? Life is too short to work with jerks.

Question 3. They can afford to pay you. Just because you can help everyone in the world doesn’t mean you have to help everyone in the world. Some people will not want to pay your full fee or can’t afford to hire you. Your skill set might help the help people just out of college, as well as helping the vice president who wants to get move into the president’s office. Who has more money to pay you? Unless your passion is to help people just out of college, go for the gold. And there’s nothing wrong with wanting to help the college student if that’s where your heart is. Follow your heart and you’ll feel fulfilled, which might be better than money.

Helping people who want you to help them and get paid a fair wage  – Isn’t that what running your business is all about?

To see how I pre-select my clients, check out my coaching services page at http://www.PublicityLeadstoProfits.com

Any good music teacher will tell you that it is more important to practice for 10 or 15 minutes a day, every day, then it is to practice for an hour once a week.

If you can learn to play an instrument in 10 minutes a day, why can’t you get publicity with just 10 minutes a day.

The truth is, you can.

I’ve been preaching this philosophy for the past 12 years that I’ve run PR leads and helped literally thousands of people get publicity.

It shouldn’t take more than 10 minutes to scan leads, respond to a reporter and get back to doing whatever you want to do.

I have a zillion time-saving tips in my new book, “Reporters Are Looking for YOU!” If you are serious about getting publicity, but say you don’t have the time, then you need to buy this book.
I priced it at $9.99. I didn’t want to charge a fortune for it. That’s my sense of fair play. Other people would charge $1,000 for a “system.” That’s just the way I am.

Here’s the link to buy the book (yes, I said buy, not invest or grab your copy or some other sleaze-ball technique.)

Here’s the link to buy the book for only $9.99:
http://ow.ly/a1My1