Thursday, November 10, 2011

Guest Blog Post: Marian Bernard on "Feed the Media: How to Get Publicity for Your Business"





This guest post is contributed by Marian Bernard, of The Regency Group. She attended the "Feed the Media: How to Get Publicity for Your Resume Business" teleseminar I taught on Nov. 9. Here are her notes, for your enjoyment.

FEED THE MEDIA:
How to Get Publicity for Your Business

(notes from teleseminar delivered on November 9, 2011 and transcribed by Marian Bernard ... www.ResumeExpert.ca)

The difference between advertising and public relations
  • Advertising (marketing) is what you pay for; by contrast, public relations / publicity (promotions) is free
  • With advertising (as well as radio and TV) you have complete control of the message
  • Resume writers complain that they don't have control over the final "publicity product"; it's virtually guaranteed that something unrelated to the interview may be asked

How to identify what is newsworthy and what will get you media attention
  1. Is it interesting to the media's target audience? 
  2. Is it timely? (e.g., the role of New Year's resolutions and the job search)
  3. Have you established why YOU (as opposed to someone else) are the person to interview for that story? (e.g., could I be interviewed because a local layoff is taking place?) Will it benefit my business to be interviewed? 

Other "interview-relevant" topics: 
When people falsify information on their resumes / digital dirt / when I earn an award / when I host a free teleseminar (or webinar) on job search topics / when I partner with another business or organization / when I reveal industry and employment scams (e.g., Bernard Haldane) / I can make career industry predictions and comment on trends / offer feedback on LinkedIn (and Facebook) and how they impact the job search / when I speak at a conference or event / a news release that debunks job search or 1-page resume myths / sharing a tip sheet / every time unemployment numbers are released (either trending up or down) / every time a major employer in York Region closes down / conduct surveys and release results (e.g., contacting the local employment service and recruiting firms, and asking for their worst interview anecdotes)

· I can compile statistics and assemble a fact sheet. When such "hot topics" resurface, I can contact local reporters

How to build your media list and how to target effective contacts in the news media
  • Journalists seek out industry and subject matter experts
  • Journalists ask people they know for ideas or they call upon people they already know

Strategy to get noticed: 
I can connect with - and follow - journalists and primary contacts via Facebook and LinkedIn
  • Conduct research to determine what publication(s) my target resume writers read; e.g., newspapers, free weekly newspapers, influential local blogs, trade publications, association newsletters. I can also do a Google search for radio and TV - Greater Toronto Area
  • Identify which media outlets will be relevant for the stories I am pitching
For example:
o Newspaper: "Business" or Career" section
o Radio: Talk format ... contact the News Director, the actual Host of the program, or their Producer
o TV: Local news stations which feature consumer segments (e.g., how to help jobseekers avoid fraudulent opportunities) ... contact the Assignment Editor or a Consumer Reporter

· Create and update a media list (Marian has one!) every month or two

· Increase your visibility on line (e.g., through ezinearticles.com and easyarticles.com [or is it easy-articles.com?] ) to make yourself more "Google-able"

· Add a "Media / News / Press" tab on my web-site to store a media kit; I can also post media releases that I wrote

Media Training 101: Top things you need to know when working with the media
  • When speaking to the media, you want to come across as confident, approachable, authoritative, and knowledgeable. You are the expert; that is why the media is interviewing you. The message is the key!
  • The media plays an important role in reaching prospective clients. Three-quarters of a local audience is watching TV news; 54% listen to talk radio; and although local newspaper circulation is declining, it is still a viable option
  • The only thing you have complete control over in an interview is YOU; i.e., what you say, what your message points are, and what you want to convey
  • There is a way to bring the interview message back when the topic strays: "The person who is interviewing you directs the questions and topics, but the interviewee has 100% control over the answers" 
  • Write out key points ahead of time; e.g., "Although the national numbers are bad, the local numbers are ..." Script your 2 / 3 / 4 key message points ahead of time so you can discuss them conversationally

Print interviews: Think in terms of sound bites because responses can be edited down:
  • Be concise (do not ramble on)
  • Stay on topic (have a focused message in mind)
  • Use positive language and don't restate negatives
  • Reroute off-topic banter back to the relevant topic
  • For print interviews, it IS okay to say, "I don't know that, but I'd be happy to get back to you. What's your deadline?" 
  • There is no such thing as "off the record"
  • Ahead of time, prepare at least one quote that you hope will appear in print

Tips for TV (a very visual medium):
  • Prepare how you look as well as what you say
  • TV can suck the energy out of you; to counteract this, "dial up" your enthusiasm a notch or two
  • Maintain at least a slight smile on your face; practice in front of a mirror
  • Lean forward about 15 degrees to avert the prospect of appearing heavier than you are
  • Get review and feedback from friends on your TV appearance
  • What to wear (and not)? Don't wear shirts with busy patterns. Women should never wear tight-knit sweaters because it's difficult to hook up a mike to. Notice what the anchors are wearing the next time you tune into TV news

Interested in getting media attention for your resume writing business? Buy the "Feed the Media: How to Get Publicity For Your Business" teleseminar recording and transcript (just $5). (Bronze members of BeAResumeWriter.com -- you can get this recording/transcript for free as part of your membership. Check out the Expert Interviews Series section of the Paid Member Resources.)


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