1. What is Publicity? Publicity creates awareness and credibility for your book and business via the media. Editorial coverage in newspapers and magazines (online and traditional) TV (local and national) appearances Radio interviews

2. Why is Publicity Important? Visibility : People learn your name when they hear you on radio or TV, see you in newspaper articles, or Google you and get a large number of search results. Now you’re on the map, so people can find you! Credibility Being quoted in the media provides an implicit endorsement of you (or your company’s) position as an authority or trusted brand. It demonstrates that you’ve earned the confidence of media professionals, which makes the public more willing to take a chance on you.

3. Why Should the Media be Interested in You? Because you have a unique message and story. 5 steps for defining your message

4. What is Your Unique Message? Step 1 What gets you up in the morning and makes you excited about what you do?

5. What is Your Unique Message? Step 2 Who can benefit from your message? Who is your target audience? Have you ever been to a gym? You have to know who you are talking to in order to shape your message

6. What is Your Unique Message? Step 2 continued Where to find them in the media Daytime TV talk shows – mostly women Talk radio – mostly men 35-64 Traditional print – men & women ages 45+ Online print & social media – almost everyone!

7. What is Your Unique Message? Step 3 What special knowledge do you possess? How can you use it to help your audience solve their problems?

8. What is Your Unique Message? Step 4 Why are you the one to bring them this idea/message? You have the credentials and experience

9. What is Your Unique Message? Step 5 Identify how you’re different from your competition Not all doctors are the same

10. Your Book as a Marketing Tool Benefits of the book you wrote: It positions you as an authority in your field It’s a credential that opens the door to the media, speaking engagements and prospective clients and customers

11. 5 Basic Rules for Pitching the Media #1 NEVER* pitch your book or business!

12. 5 Basic Rules for Pitching the Media #2 ALWAYS pitch the problem your expertise solves

13. 5 Basic Rules for Pitching the Media #3 NEVER pitch yourself

14. 5 Basic Rules for Pitching the Media #4 ALWAYS pitch an issue on which you’re an expert

15. 5 Basic Rules for Pitching the Media #5 Tie your topic to the news!

16. Interactive Brainstorming Session Let’s create hooks for you now! What’s your book about? What problem does it address? What’s your expertise?

17. 3 Media Myths #1 “I’m a great public speaker so I’ll be a great guest” #2 “I’ve hosted a show before so I’ll be a great guest” #3 “I’ve done media before and it doesn’t work”

18. “What’s In It For ME!?” ‘ME’ is not YOU or the media ‘ME’ is the… Reader (Newspapers/Magazines | traditional & digital) Viewer (Television) Listener (Radio) Follower/Friend (Social Media) The ‘ME’ can also be a secondary target demographic

19. Media’s Goal is Similar to Your Goal To move the consumer to action (getting the listener, viewer or reader to DO something) Web hits Interaction Word of mouth marketing ROI – Return on Investment Create memorable content together!!! Tremendous competition for attention

20. Tips for Delivering a Great Interview Givers gain – sell your expertise, not your business Assume NOTHING! The Power of YOU

21. Call to Action Strategy What’s your end goal? Are you utilizing your digital properties? Downloadable offer for lead capture? Blog for easy ‘plugging’ #GiversGain Social Media interaction with host or station?

22. What are Your 3 Takeaways? Why only three? Limited time & attention spans Don’t want to give it all away Keep yourself focused

23. The ‘Perfect Answer’ Satisfy the competing agendas in 30- 40 seconds (Insert question here)? Thought 1: 2-3 sentences Answer/Illustration Thought 2: 2-3 sentences Illustration/Call To Action PRACTICE!

24. Radio Tips Smile Avoid numbers and statistics Engage the host

25. Television Tips Provide visuals and props when appropriate Be mindful of body language Assume the camera is always on

26. Print Media Tips Respond quickly and be available Provide direct answers Speak clearly and at a moderate pace

27. 4 Ways to Keep Your Publicity Working for You Incorporate it into sales and marketing materials Include it in flyers, brochures, direct-mail advertising and other promotions. Forward copies of print articles to clients to reinforce their confidence in hiring you. Forward copies to prospective clients to persuade them to hire you.

28. 4 Ways to Keep Your Publicity Working for You Post it on your website It’s marketing gold! The endorsement of traditional media will continue to impress your website visitors long after publication.

29. 4 Ways to Keep Your Publicity Working for You Post it on your website

30. 4 Ways to Keep Your Publicity Working for You Create a “Wall of Fame” in your office

31. 4 Ways to Keep Your Publicity Working for You Post it on social media Promote upcoming interviews – “Looking forward to talking with national radio host Jim Bohanon at 10 am Tuesday. Love his show!” Once the show airs (or the article is published), you’ve got a new post: “Great conversation with @Jim Bohanon on Tuesday! If you missed it, here’s a link…”

32. Why Use Social Media? Targeted exposure to your customers Consistent “touches” Opportunity to control messages (SEO) Search Engine Optimization Relevancy

33. Choosing the Correct Social Network What is your business? Who is your target market? What are your resources?

34. #TermsToKnow Social Media Strategy Social Media Management Social Media Marketing Hashtag (#) Content Blog Curate Tagging Engagement with Connections Geo-targeting Viral

35. Social Media Etiquette Be a person Say no to spam Don’t be a link dumper Mix it up Keep your platforms separate Participate Share

36. Link Dumping

37. Social Media Etiquette Be a person Say no to spam Don’t be a link dumper Mix it up Keep your platforms separate Participate Share

38. MIX IT UP

39. Social Media Etiquette Be a person Say no to spam Don’t be a link dumper Mix it up Keep your platforms separate Participate Share

40. How Often Should You Post? Twitter - High Facebook – Low YouTube – As much as possible Google+ - Medium Instagram – Medium Pinterest – High LinkedIn – Low Goodreads – Low Tumblr - High

41. How to Identify Quality Connections What is a quality connection? Search based on interests Find a similar account to you and follow their connections # Search Seek out complementary and competitive brands and products Harvest lists and participate in groups/communities

42. Not Quality Connections

43. Don’t Buy Fake Followers What are fake followers? Utterly useless People will bust you with tools

44. Don’t Buy Fake Followers

45. Converting Connections to Brand Ambassadors Define brand ambassadors Build relationships via interaction Seek out other brand ambassadors Work brand ambassadors into your strategy Process takes time

46. Social Media for PR Extension of your PR by amplification News source for your industry Media pitching avenue

47. Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up

52. Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up

55. Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up

58. Seizing Social Ads Understand the options Utilize advanced targeting A/B Test Start small and ramp up

60. Equip Your Social Media Tool Box Manageflitter Sprout Social Hootsuite Topsy Bit.ly or Goo.gl Snip.ly StatusPeople.com Google analytics

61. Content Calendar & Scheduling Create content based on your promotional calendar Automate content benchmarks Evaluate optimal posting times

62. From Hubspot

63. Recent PR Daily Says… Facebook: 6a-8a and 2p-5p Twitter: Weekends 1p-3p LinkedIn: 7a-8:30a and 5p-6- Google+: 9a-11a Pinterest: Saturdays 2p-4p and 8p-11p

65. Any Questions? Presentation complete!