Is your elevator speech ready?

By Shannon | Jul 1, 2009

Hello! Are you new here?

Then you may want to subscribe to my RSS feed.

And if you want to attract more prospects, build your brand and make more money, get your free PUBLICITY POWER PACK! Go to http://www.beheardsolutions.com

Thanks for visiting!
Shannon Cherry, APR, MA

The days where one might have business meetings at a leisurely pace over dinner are numbered; it won’t be long before it’s as distant a memory as the three-martini lunch!

elevator speech ready? We just don’t have enough hours in the day anymore. It’s as if time has been compressed and all of us have to fit more and more into what seems to be less and less time. In a generation we’ve gone from meetings which could last hours to shorthand discussions over coffee as we walk through the halls of the office.

Necessity is of course the mother of invention and the need to communicate effectively with less time led to the elevator speech. If you’ve never heard of this before, don’t worry – it’s exactly what it sounds like. Imagine that you’re in the same elevator with a prospective client. You may have as little as 30 seconds, so you need to sell your audience on the merits of your idea fast.

Remember that everyone else is just as busy as you, so it has to be short and to the point. You’re going to find yourself needing an elevator speech time and again; there will be plenty of occasions in your future where if you don’t have one ready, you’ll miss opportunities.

An elevator speech has to hit the most important ideas right away. Let your audience know what your idea is and why it matters to them. You’ll ordinarily be giving these speeches on your first meeting with people, so save the less important details for later. Think of this as a telegram, not a magazine.

Your speech needs to be well rehearsed so that you can give it perfectly at any time. Practice with friends so you can make eye contact with your audience to keep their attention on what you’re saying. Your elevator speech needs to be professional and focused; rehearse giving your speech until it’s perfect.

You’ll more than likely need to adjust the speech depending on who you’re talking to at the time. Keep the important facts a constant, but be prepared to change things up as needed. You should be able to give your speech while thinking on your feet.

You should be prepared to explain your level of expertise in your industry, how your idea will benefit your audience directly (everyone likes to know what’s in it for them) and since it always bears repeating, facts. You wouldn’t necessarily trust someone you just met, would you? Have the facts on hand to allay any concerns your audience may have about your idea.

Finally, let’s talk about what shouldn’t be in your elevator speech – pressure. This speech isn’t about closing the deal. This speech is about getting your idea into the audience’s mind. Press them for an answer and you’ll come off as desperate; if your idea is a good one, your audience will see its merit once they think it over, right?

Be confident (or at least appear confident) and your elevator speech will be far more likely to yield results.

Want to learn more about creating a great offline (and online) image through networking and elevator speeches?

Then you should check out this month’s Penny Pinching Publicity.

This month’s theme is all about offline networking and as a member you’ll receive:

an ebook to help you leverage offline networking
a special teleclass and recording with Shannon Cherry on creating a killer elevator speech
a special teleclass and recording with Felicia Slattery on creating your signature speech
a fill-in the blank press release to promote yourself
media contacts
laser coaching
and more

Visit http://www.PennyPinchingPublicity.com for more information.

Michael Jackson scooped my news!

By Shannon | Jun 26, 2009

Public Relations | Comment

If you’ve been listening to me for some time, you know I advice that sending press releases out at the end of the week, when you aren’t fighting for as much attention from others.

But what happens if something hits the news that blows your publicity plan out of the water?

That’s what happened to many would-be media coverage seekers when the King of Pop, Michael Jackson, died unexpectedly yesterday.

And many publicity seekers are confused why a story of this nature would even blanket their local news. To understand, let’s take a look at why such a story is newsworthy – even on a local leve.

You see,the news decision makers, whether editors, producers or reporters use the following criteria to test if a potential story is good. Which ones do you think your story and the death of Michael Jackson have?

Timing

The word news means exactly that – things which are new. A story with only average interest needs to be told quickly if it is to be told at all. If it happened today, it’s news. If the same thing happened last week, it’s no longer interesting.

Significance
The number of people affected by the story is important. A plane crash in which hundreds of people died is more significant than a crash killing a dozen.

Proximity
Stories which happen near to us have more significance. The closer the story to home, the more newsworthy it is. For someone living in France, a major plane crash in the USA has a similar news value to a small plane crash near Paris.

Proximity doesn’t have to mean geographical distance. Stories from countries with which we have a particular bond or similarity have the same effect. For example, Australians would be expected to relate more to a story from a distant Western nation than a story from a much closer Asian country.

Prominence
Famous people get more coverage just because they are famous. If you break your arm it won’t make the news, but if the Queen of England breaks her arm it’s big news.

Human Interest
Human interest stories are a bit of a special case. They often disregard the main rules of newsworthiness; for example, they don’t date as quickly, they need not affect a large number of people, and it may not matter where in the world the story takes place.

But what human interest stories do is appeal to emotion. They aim to evoke responses such as amusement or sadness.

In the news business, there are no guarantees. Sometimes you just won’t get the media coverage you think you deserve at the time you want it.

Just ask the other MJ – Michael Jordan. His retirement was the first ‘big story’ of the day on September 11, 2001.

What’s on deck for July

By Shannon | Jun 26, 2009

PR & Marketing | Comment

Here’s what we’re planning for July for Penny Pinching Publicity

If Penny Pinching Publicity sounds like a good fit for you, you need to hurry. The discount of $20 per month for the lifetime of your memebership will be ending on June 30.

And if you do sign up before the price increase, you’ll also get all of MAy’s goodies as well.

So what are you waiting for? Visit www.PennyPinchingPublicity.com today.

Say What? 5 things NOT to say to a journalist

By Shannon | Jun 26, 2009

Public Relations | Comment

With the great media presence of today, you’d think we’d all have a decent idea as to how to interact with journalists and similar representatives of the news and entertainment world.

Considering the sheer number of media available that give us exposure to news and the many happenings in pop culture, it’s rather shocking to discover how many people have no idea how to interact with journalists. It seems to be an unexplainable phenomenon when the seemingly most intelligent of people make some of the most moronic statements when face to face with a reporter.

There are simply some things you absolutely NEVER want to say to a journalist, regardless of the actual medium they work in, whether it’s the Internet, television, radio, or print, if you want to make a good impression and receive positive feedback from your coverage. Because literally any type of business can experience an incredible increase in exposure as well as revenue from one single, solitary piece of “news,” it’s imperative to understand what NOT to say when it comes to communicating with a journalist.

Read on for some of the most common mistakes made by those speaking with journalists, reporters, and other members of the media.

1) “This is strictly off the record.” – If you’re connected to a newsworthy story but aren’t willing to have your name associated with the event in question, then any respectable journalist will either:

- use the information you’ve provided but attribute the details to an anonymous source, or

- keep searching for someone else who is willing to have their name used in print while agreeing to be quoted.

2) “No comment at this time.” – This is perhaps one of the biggest mistakes you could ever make dealing with the media when you are the one who initiated the contact. If you’re unwilling to talk, why bother them in the first place?

Now if you’ve found that you’re the unfortunate subject of unwelcome attention from the media, the “no comment” approach will burn you. Think about it, when you here the words, you automatically think someone is hiding something. In a future post, I’ll share some alternatives to this big no-no.

3) “Will I be able to read the piece before it’s released to the public?” – There are two reasons that asking this question will be a huge mistake. First, it conveys that you’re being arrogant, which doesn’t set too well with most journalists as they are there to get a job done and your approval is of no consequence to them. And secondly, asking this question makes it seem like you’re trying to tell them how to do their job, which is sure to cause resentment and negativity.

4) “I’m just amazed at all the press coverage I’m receiving!” – There is no journalist in the world who wants to hear that they’re one of many who are already covering a story. There’s always the chance they’ll move on to a hotter scoop, leaving you without any coverage at all. And while it’s perfectly acceptable to showcase your press releases and clips on your website or at the office, you don’t ever want to come across as conceited when dealing with journalists.

5) “You didn’t write that last thing down, did you?” – Unless you’re trying your hand at some reverse psychology and hoping it works, saying this statement will practically guarantee that whatever you’re trying to keep out of the story will find it’s way in. And, if you’re worried you’ve let something slip that you would have preferred to keep under wraps, then simply let it go without drawing any attention to it.

While these five statements or questions are without a doubt the most important to keep in mind, there are, of course, plenty of others to remember when it comes to talking with journalists.

The main purpose of an honorable journalist’s work is to get the facts and report the truth. Respond in kind and convey that you’re cooperating with them, doing your best to make their job as easy as possible, since you would definitely want the same courtesy, and you’re highly likely to be rewarded with positive exposure.

But, make one or more of the above mistakes and you just may find yourself the center of a less than flattering piece, or even worse, complete omission from the news media.

When the publicity monster eats you: Jon & Kate +8

By Shannon | Jun 23, 2009

PR & Marketing | 3 Comments

They say they all publicity is good publicity. And I’m here to tell you whoever “They” are is dead wrong.

All you have to do to take a look at the pending divorce of Jon and Kate Gosselin, the realty stars of Jon & Kate + 8. (In case you’ve been living on a island with no media, the couple embarked on a reality show to chronicle their lives as they raise two sets of multiples: twins and sextuplets.)

As a parent of twins, I know life with multiples can be a challenge. I can only imagine how eight kids could wreak havoc on any couple. Yet, it was their choice, as was their choice to jump into a reality TV show to help pay for everything they wanted for their family. (Plus all the perks! Kate got lipo; Jon got a hair transplant; and let’s not talk about all the amazing trips they got for free!)

What Jon & Kate weren’t prepared for was the publicity that followed. Perhaps they didn’t expect their show to really be as popular as it became. But once it started heading in that direction, they soaked in the media spotlight until the glare started hurting. And that publicity made it more difficult for them – for any couple for that matter – to survive.

When the fame first came, they grabbed it, creating a business around raising their family. And that business included book deals, speaking engagements and the like.

But the business of raising a family is not the same as the business of a TV show. And I think, somehow, the lines blurred.

What they needed was a someone to manage their publicity. Sure, they show had their own PR person, but when the tabloids began their news/gossip, and the mainstream media followed suit, they need their own public relations pro at their side.

And they needed some preparation. For all Kate’s ‘keep them on a schedule’ personality (which by the way is necessary when you have multiples), she forgot to prepare herself, and her family, for the fame. It means having a strategic publicity plan and knowing when to say no to interviews.

Now, with the divorce pending, I wonder, will they get help? Counseling, yes and perhaps a PR watchdog to help keep them a little further from the spotlight so they can heal.

How to get publicity when you speak

By Shannon | Jun 22, 2009

PR & Marketing | Comment

Professional speaking is the least expensive way to promote your business. In addition, it lends to your credibility and positions you as the expert in your field.

Every speaking opportunity is a chance to promote yourself and your business. But the best speakers in the business know how to leverage their speaking engagements for additional publicity. Use the following steps to strategically turn a speech or presentation into limitless exposure:

1) Get editorial calendars to increase speaking opportunities. Many newspapers, magazines, television stations, newsletters and e-zines have free listings of topics that they will cover in the near future. If any of the fields are of your expertise, you can alert producers or journalists well ahead of schedule and put yourself in a good position to become a speaker and be noticed.

2) Initiate pre-event publicity. You can generate pre-event publicity in a number of ways, ranging from sending out a media alert, including it in a community calendar, publicizing it on your website, or posting an announcement with newsletters and e-zines relevant to the topic you’re speaking on. Getting the word out will help to increase attendance and your chance of reaching out to someone who can benefit your business.

3) Be on good terms with the event’s sponsor. The people in charge of the event are likely to have generated their own publicity for the occasion. If you have a good professional relationship with the sponsor of your presentation, they can easily recommend you to the media as an expert to quote or even promote you directly to potential clients.

4) Write your own introduction. It is likely that you will have a positive relationship with the person introducing you, so requesting to write your own introduction shouldn’t be a problem. By doing so, you can include things you would like to say, or brag, about yourself without seeming like a walking advertisement.

5) Do the obvious: practice practice practice. This may seem like redundant advice, but you never really know who is in the audience. There can be a journalist, a producer, or a potential client. Be clear, concise, and prepared for anything to happen!

6) Mention your business and your expertise each time you speak. No matter it be to a classroom of aspiring public relations pros or to success-minded individuals who wish to start their own business, always let them know what you do and how it can benefit them. Being clear about your expertise and letting people know of its importance can generate positive references, potential clients, and unexpected media coverage!

7) Offer to submit a summary to a newsletter. Whenever you speak for an organization, offer to submit a summary of what you covered to their newsletter. Be sure to include a photograph and contact information. It is certain that the organization will have its own way of sending its newsletter to the media, and you can piggyback off their coverage.

Take advantage of post-event publicity. After every event, send out a notice or news release to your local area. Make the information newsworthy by tying it in with a recent headline or find ways to make your field more appealing and exciting. Also, mention the background information of the event, how it relates to your field, and what you offered and can offer to the audience.

Is the press release dead?

By Shannon | Jun 18, 2009

PR & Marketing | 1 Comment

Press releases are often criticized for being a marketing device for business instead of an informational tool. In the past, press releases were utilized to distribute news to reporters and buyers. In today’s current market, many feel that press releases contain little newsworthy material and/or details that would be interesting to readers.

If used correctly, a press release doesn’t have to be outdated. There are times when it’s appropriate to write a press release and times when you’ll want to try another method of publicity. It’s not that writing a press release is obsolete but rather that it has evolved into a new form. Therefore the key is to evolve with it.

In order to modernize your press release, you should:

Write to a specific audience. Instead of writing one general press release, try creating press releases more often and make them shorter. Write your releases more frequently and gear them to a more specific audience using popular topics for that specific audience. In doing so, there’s more potential to grasp the interest of your readers.

Take advantage of social media. The use of various social media such as blogs, video sharing or a business website allows you to meet the needs of your internet audience. Going beyond the format of a traditional press release permits reporters and editors easier access to your information.

Check the newsworthiness of your release. Your release should include essential information that your readers wouldn’t want to miss out on. Using a press release to promote your business can lead to less interest in any releases that you may distribute in the future. Essentially, sending out a press release without any news can jeopardize the importance of your future press releases.

Make the most of search engines. You can use keyword devices on Yahoo or Google to explore what words are used most in searches and put those words in your press releases. That way when a member of your audience is online conducting a search for something related to your field, it’s more likely that they will come across one of your releases.

Include links back to your website. You should include links back to your business website or any RSS feeds in a press release. That can help you expand your audience and enhance the importance of your press release. And isn’t that the reason you wrote it to begin with?

Use social media to pitch journalists

By Shannon | Jun 17, 2009

PR & Marketing, Public Relations, Web 2.0 Publicity | Comment

Did you know that:

58 percent of journalists on Facebook?
51 percent are on Linked In?
22 percent of reporters are using Twitter?

That’s according to PR Week’s most recent media survey of more than 2000 journalists.

For you, it means there are more opportunities than ever to be able to reach the media to establish a media presence and get free publicity.

However, basic public relations rules still apply: You must do your due diligence before pitching a journalists.

There are several lists out there of journalists on such social media sites, but before you just collect the names and send them your stuff, you still need to make sure they are interested in what you have to say. After all, a technology reporter is not going to be interested in your nutrition coaching program.

And you’ll also want to check if a given journalist prefers a pitch via social media (most don’t, by the way.)

Thinking of using social media as part of your PR plan to expand your reach to attract more prospects?

Then join me as I interview my friend and online marketing expert Leesa Barnes when she shares the 5 Ways to Attract All the Leads You Can Handle Using Social Media on Monday, June 22 at 8:00 PM EDT, as part of the Penny Pinching Publicity teleseries.

Award winning blogger, podcasting expert and social media marketing maven, Leesa Barnes, is author of the critically acclaimed book, Podcasting for Profit: A Proven 7 Step Process to Help Individuals and Businesses Can Generate Income Through Audio & Video Podcasting.

As a Penny Pinching Publicity member, you’ll also get all of this month’s exclusive business-building & marketing tactics including:

1) This month’s ebook: Get Free Publicity with Social Networking. Learn all about how this new ‘fad’ can help you attract more prospects. You’ll learn:

* Why Social Media?
* How to write for blogs, without having one
* Why you might want to consider blogging to get journalists to come
* How to Twitter your way to the top
* Using Social News to get more leverage
* and much more

2) This month’s fill-in-the-blank press release: Your Company Launches New Facebook Group Page Just plug in the needed information and send it out according to the exclusive how to reach the media guide.

3) A recording of my own teleconference call: Publicity in a Web 2.0 World: How to Attract More Prospects and Make More Money with Online Publicity

4) and much more, including media profiles, additional tips and advice and laser coaching

Get all this for the month of June and more for only $47 by signing up at
http://www.PennyPinchingPublicity.com

Lesson Learned: Wallflowers need not apply

By Shannon | Jun 16, 2009

PR & Marketing, marketing | Comment

I just got back from a weekend conference in Washington DC. It was great to meet new like-minded individuals and to reconnect with some old friends. Many of these folks were people I have met online somewhere and had built a relationship with, but had never met in the ‘flesh’.

Now since I am a conference veteran (with two under my belt in as many months), I’ve noticed how different being at a live event can be. You need to use different tactics to be heard above all the pitches, hype, and general babble about how to be a success.

And one thing I notice is how most people fall into one of two categories: passive or aggressive. And most women are falling into the passive category, which surprises and saddens me. Many of these woman are real successes in the online world but they’re quiet, almost submissive when facing a crowd.

Why does this happen? Well, it’s easy to figure out: stereotypes. It’s acceptable for a man to be out there, even aggressive, in person. He looks strong, confident and successful. I’ve even seen some men insult the audience over and over again without repercussions – and even get admiration in the process.

But a woman could never do that. She’d be considered a… well, (PG rating now coming up) a bitch.

Take what’s happening with Supreme Court candidate Judge Sonia Sotomayor. She’s being publicly ridiculed by many men who accuse her of fiercely standing her ground. Even National Public Radio (NPR) is asking the question if Sotomayor is mean.

I am certain if she were a man, no one would ask if he was mean or not. Because it is ACCEPTABLE for a man to refuse to back down or even be aggressive. Besides, what may be seen as merely “confident” or “strong” behavior in a man, is often perceived as “pushy” or “aggressive” in a woman.

The lesson here is that to really make an impact, a woman must find a way to bridge the gap. Don’t be aggressive or passive: be assertive. Don’t start fights, but don’t back down to bullies. Fight for what’s fair. Stand true to your beliefs. You are a success because you assert your worth and your values. And your values include standing up for what’s right and fighting for fair treatment for others — and for yourself.