Resume Writers: 7 Reasons to Feed the Media

I’ve said it before, and I’ll say it again: The media is hungry for career-related content to share with their readers, viewers, and listeners. Feed them!

The benefits of public relations can be immense. My bachelor’s degree is in public relations, and I know how powerful PR can be for you individually and for the careers industry as a whole.

Here’s seven reasons why you should feed the media:

1. Credibility

Getting a favorable mention of your business in the media holds far more value than a paid advertisement, because it has more credibility with the public.

Nielsen’s 2015 Global Trust in Advertising poll showed that “earned” media sources — including word of mouth, customer testimonials or editorial content such as newspaper editorials and articles, are more trusted than “branded/owned” vehicles such as ads.

Press releases, media appearances, and other publicity-generating PR events help fuel editorial coverage and shape public opinion.

2. Control

Providing your story to the media means you have more control over the message. Ideally, a media outlet will run your press release verbatim, but even if you can’t control a reporter’s final version of the story, you have more influence when their starting point is your press release. Choosing the right outlet for your message is important — choose media outlets that reach your target client. There are so many possible venues: newspapers, radio programs, podcasts, magazines, newsletters, blogs, etc. — pick the ones that your ideal client is paying attention to.

3. Crisis Management

A good PR plan isn’t just about generating positive news coverage involving your company. It’s also about avoiding and being prepared to handle bad publicity.

Being ready with a plan before disaster strikes can save valuable time and face in the event of a crisis.

Whether it’s a credit card breach leaking customers’ sensitive information or a scandal affecting the careers industry (bad actors in the recruiting world, resume writing firms falsely claiming “Top 10” status to the detriment of the rest of us, etc.), your public relations strategy can help position a small business for the best possible outcome in a bad situation. While rare, preparation is the best defense.

4. Exposure

People have many sources competing for their attention these days. Public relations offer another way to reach them — another channel to build awareness and create a positive image. It can be leveraged and also supplement your other marketing efforts. Again, media mentions can significantly improve your “know, like, and trust” ratio with prospects, making your website and other marketing efforts much more effective.

5. Staying Power

In the digital age, news stories no longer have a shelf life. Their visibility on search engines doesn’t decline as time passes; instead, articles continue to gain exposure over time as they are linked by other sources, whether in a newer article, a blog post, a Yelp review, or elsewhere.

There’s an article out there from the early 2000s that I’m quoted in that I still see surface occasionally. It’s almost 15 years old and it’s still getting traction!

And here’s a magazine profile of me from 2017 (see page 27) that’s still generating client prospects!

6. SEO Benefits

Making sure positive stories are told (both in earned and owned media, and across social media networks) and that your messaging is consistent, and your content timely and relevant, will keep your organization higher up in search engine rankings, bringing more customers to you and driving more growth for your resume writing business.

7. Value

Because small businesses might not have access to the financial resources and large advertising budgets that big companies do, PR offers more bang for your buck. Establishing the right public image and communicating it via the news media is a cost-effective route to raising awareness and improving the perception of your business.

Editorial coverage in particular can come at no cost to you, and it can greatly enhance and supplement the marketing you’re doing elsewhere.

Bill Gates famously said, “If I was down to my last dollar, I would spend it on public relations.” Gates understood the value of a good PR strategy, which is that it offers a cost-effective means to increase your long-term profit.

Want to learn more about HOW to feed the media?

Check out this special report: “Feed the Media: How to Get Free Publicity for Your Resume Business”

or check out our 4-part training on the topic: Feed the Media: Webinar Series for Resume Writers and Career Coaches

Heat Up Your Summer Marketing

I live in Omaha, Nebraska, in the middle of the U.S. However, for the past few weeks, I feel like we've been living in an oven. Temperatures routinely are in the upper 90s, and got up to 106 last Sunday! (The photo is a screenshot from my iPhone on Sunday morning -- it was already 91 degrees at 11 a.m.!) We finally got our first rainfall last night in about a month. Nebraska is officially classified in a "drought." (I can attest to this -- my yard is yellow and brown.) Yikes!

When the temperature is like this, it can feel like there is no end in sight -- but the fact is, cooler weather will eventually be coming our way. It may be the same with your resume writing business. You may have lots of clients at the moment, with no end in sight ... but if you don't continue to market your business, eventually, you'll face a "drought" in your resume writing business too.

If you're currently in a "drought" in your resume writing business -- or if you want to prevent one down the road -- there are some things you can do to attract new clients. In a resume writing business, it takes a constant infusion of new clients to keep your business growing.

Ways to Find New Clients

Here are some tips to help you begin to make a change right now, today, that will benefit your resume writing business.

• Take a fresh look at your marketing plan. At least once a year, you should revisit your marketing plan. What are you doing now? How can you revamp those marketing tools and employ some new ones? (For example, for 2012, I cut out all paid Yellow Pages advertising, but have budgeted to spend on Facebook and LinkedIn ads.)
• Become a social networker. Twitter and Facebook are valuable tools for resume writers who want to take their business to the next level. If you don't have an account with either or both, now is the perfect time to get started. If business is slow for you at the moment, social media doesn't require much money -- instead, you can invest your time in building your online profile.
• Advertise your business on your personal Facebook page. Do your friends know what you do for a living? Post links to new content on your website and other promotional links that friends and family can view and share. Just yesterday, I got a call from a new client who was referred to me by one of my best friends. This happens to me at least once a month, because I post careers-oriented content on my personal Facebook page. Also, create a fan page for your resume writing business. Encourage current clients to sign up and tune in for special information or offers that they won't find anywhere else. I use a tool called "Hootlet" from Hootsuite to share articles on social media. It allows me to schedule Facebook updates or tweets automatically so that I can find 3-4 articles to share while I'm surfing, but Hootlet will spread them out so they don't get shared all at once.
• Market yourself offline too. Even if your resume writing business is 100% virtual (operating online), that doesn't mean that your local market won't also benefit. Some offline tools include posting flyers, public speaking, appearing in local media (TV, radio, newspaper) and using promotional items (like free pens).
• Video marketing. People love to watch informative videos online. You can take what you know and turn it into a visual presentation that immediately gives new clients a picture of who you are and what you do.
• Create a press release. I mentioned getting local media coverage. The easiest way to do this is through a press release. (Bronze members of BeAResumeWriter.com can find sample news releases and pitch ideas on the "Public Relations Resources" page in the Paid Member Resources section.) You should also check out the "Feed the Media: How to Get Publicity for Your Resume Writing Business" teleseminar recording and transcript for more information and ideas.

Remember -- your marketing efforts are cumulative. Sometimes a single drop can turn into a torrential rainstorm. Whether you're "hot" now and anticipating a cool-down later  -- or if you're in a drought now and need it to "rain" clients, try these ideas.

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.)

Using PR Techniques to Get Your Clients Interviews and Get Hired

Jessica and Meryl

When I saw this article on "Using PR Techniques Can Get You Hired, Promoted" in the Atlanta Business News, it immediately caught my attention.

I've often said that there is no "degree" in resume writing -- careers industry professionals come from all walks of life and diverse backgrounds. My personal background is in journalism/public relations, and I've often used these techniques in helping my clients with their resumes ... and to get interviews.

A couple of specific techniques from PR are important:

• The message is the most important. When providing interview training, I remind clients that it's up to you to communicate your message. The interviewer may have his or her own agenda for the interview -- and it may not align with the message you want to communicate. If you can pick 2-3 key messaging topics for yourself, you'll be able to stay on track in the interview.
• Use the "inverted pyramid" style of writing in the resume and cover letter. When writing a news article, you start with the most important information at the top, with the least important successively as you go down the page. In newspaper copyediting, this helps the editor trim from the bottom up, when space is an issue. The same is true with the resume.
• Have a theme or story. The use of storytelling principles continues to grow in the resume writing field -- because it's important to stand out. The same is true with newspaper writing. Personal interest profiles are written very differently than straight news stories. You'll see this reflected in resumes too -- and it can be the difference between an "obituary" resume versus an interview-winning resume.

If you are interested in this subject, check out "Be Your Own Best Publicist" (Career Press, January 2011) by PR pros Jessica Kleiman and Meryl Weinsaft Cooper.

Media Tips for Resume Writers: Looking Good on TV

Media training is a topic I’m very passionate about — my bachelor’s degree is in public relations and I recently conducted a training session for one of my (non-resume-related) clients. I'd like to share with you some tips for looking good in a TV interview.

77% of adults say they watch local broadcast news several times a week or daily. Clearly, the media could be important in helping you reach job seekers and those in need of a resume or update.

The first thing to remember when trying to project this friendly, expert version of yourself is, “The only thing you have complete control over in an interview is you.” 

You can take control of any interview by remembering this simple point: The person interviewing you may direct the questions and topics, but you, the interviewee, have 100% control over your answers.

If you want to get your point across, it’s important to be clear exactly what your message is. But do it in a conversational style.

Two Answers

Don’t worry too much about the questions you’ll be asked in an interview. For any question, there are exactly two answers:

1)    Either you know the answer

2)    Or you don’t, and you say, “I don’t know” and steer the conversation back to something you do know.

It's All About The Visuals

In contrast with print interviews, TV is a visual medium — preparing how you look is as important as preparing what you say.

You’ve probably heard that the camera adds 10 pounds, but did you know that it can also suck the energy out of you? Someone who speaks with normal energy in a one-on-one conversation comes across as flat and monotone on TV. So it’s important to dial up your enthusiasm a notch or two for TV.

Also, smile! Smiling is a good strategy anytime you are in front of a TV camera. Most of the time, when we’re listening to someone else, we have a blank expression on our face — but on TV, a blank expression comes across as a frown. Keep a slight smile on your face — not a huge grin, just show a few teeth and raise your cheeks slightly.

By the way, the reason why it appears that the camera adds 10 pounds is that many people lean backwards in their chair, when they should be leaning forward. If you sit back and relax in your chair, your head will be further away from the camera than your stomach. Unfortunately, the camera latches on to whatever is closest...your gut!

Don’t sit up perfectly straight either – you’ll appear stiff and nervous.

Lean in

Instead, for seated interviews, sit up and lean forward about 15 degrees towards the camera. This will make you appear taller, thinner, younger, and leaner.

Also, it’s okay to move around a bit in a TV interview — if you sit too still, you’ll look stiff and unnatural.

One of the best things you can do to improve your performance is to watch a videotape of your interview and get feedback from other people as well. You will always find something to work on.

For example, in December, I was on the Channel 3 mid-day news with Sheila Brummer, promoting one of my client’s events. I thought it went really well — I had my smile going, I got my lean just right, I was expressive … I got in all of my sound bites … but the first thing my TV producer brother said to me when he saw me was, “Absolutely!”

It turned out that I had used the word “absolutely” four times in a two-minute interview. That may not seem like a lot, but trust me, in watching it back, it was a lot. So that’s something I’ll be conscious of next time.

Most often, you’ll notice a lot of uhhs and umms from jittery interview guests. You can avoid this by simply slowing down a bit.

Clothes Make the Man (or Woman)!
Probably the biggest question I get asked is what to wear — and what not to wear — on TV. In general, don’t wear shirts with busy patterns. For men, a light colored shirt with a dark jacket works well. For women, solid colored shirts in dark colors work well.

And women, don’t wear a tight-necked shirt. Usually, they’ll want to thread a wireless mike under your clothes and clip it at the top of your shirt, so a button-up shirt works well.

The best advice I can give you is to notice what the anchors are wearing next time you tune into the news.

In general, with TV interviews:

•  Ignore the camera

•  Make eye contact with your interviewer

•  Look alert and interested

Author + Resume Writer = Careers Expert

As a resume writer myself (and editor of several publications), I can tell you that editors are dying for quality content for their publications. Money, health, marriage and CAREERS are the top four areas of interest for readers.

So how can you tap into this expertise? It's easier than you think. (Thanks to Robert Middleton, www.actionplan.com, for ideas on this).

Your objective in an article is to share useful information that can help people solve a problem. As Middleton says, "You're not trying to prove how smart you are, you're trying to help someone."

1. Start by making a list of topics that fit your business.
– How to _______ (How to Get Your Resume In the Hands of the Hiring Manager)
– ___ Ways to ________ (10 Steps to a New Job in the Next Month)
– ___ Ways NOT to ______ (3 Ways NOT to Make a Good Impression in an Interview)
– ___ Top _____ (10 Top Mistakes Made by Job Searchers)

2. Prioritize your list.
– Can you think of some examples for the articles above? Use the ones you think you can flesh out into an article.

3. Figure out where you'll send your article when you're finished with it. (Newspaper? Association Newsletter? Radio? TV?)

When writing the article, consider this format:
1. Problem
2. Solution
3. Examples
4. Wrap-Up

For example:
1. Your resume isn't generating interviews. Common reasons why this might be so.
2. You need a better resume. Good resumes have the following things in common.
3. Examples of taking an "obituary" resume and turning it into a "results" resume.
4. Resume writers can get you the results you want. Here's how to get a free critique of your resume.

I'll share more ideas on becoming a career expert in the future. In the meantime, if you'd like some possible article ideas (and to see a news release sample), download this pdf:
http://www.rwdigest.com/2002PRReport.pdf