In The Media: 10 Tips For Writing a Bylined Article

It’s one of the first requests I get from clients: “I want to be in the media.” Now, that can mean a lot of things. It can mean:

• You want your product featured in print or in a segment on TV or radio
• You would like to be quoted as an expert in an article from a journalist who is covering a topic that you know a lot about
• You would like to be featured as an expert on broadcast media
• You are doing some sort of public stunt or event and you would like live broadcast coverage
• You would like to publish a guest column, or bylined article

Let’s talk about the last one, what it takes to publish a bylined article. Here are a few tips you should be aware of if your goal is to have a bylined article published in the media (print or digital).

#1: Why do you want to be in the media and how does it fit within your overall marketing and PR strategy. What you have to say should positively affect either your company’s brand or your personal brand, or both. When executed properly, and not in a vacuum, a published bylined article can add a lot to your strategy when it comes to building awareness through credibility by establishing yourself and your brand as a leading expert in your field.

#2: Identify what you have to say and add value for the reader. This is key to making you and/or your company stand out. It’s time to pull from all that work you did when you identified your key differentiators in your business plan! Whether you are giving a list of tips or a problem/solution-based message, there should be key takeaways identified for your target audience, including quality data wherever possible.

#3: Identify your target publications. You should select target publications that you know your target audience will read. Make sure you familiarize yourself with their contributor policies (including how you can promote it after publication). You can usually find this on the website, or you can contact the editor.

#4: Know the audience. You should know the publication well enough to match the writing style while remaining in your own voice. For example, if you are writing for a business publication that is extremely factual and serious, you likely wouldn’t start your article off with a light-hearted joke.

#5: This is not a promotional piece. If your article is just a long-winded sales pitch, chances are it will be turned down. Take the opportunity to showcase your knowledge rather than what you do. It is more a “thought leadership” piece (full disclosure: that term is way overused, and I am using it only as a descriptor).

#6: Break up the text. Using subheadings or bulleted lists within the article will allow your readers to easily organize the information you are giving them. It’s also a great way to clarify the main points of your article.

#7: Design the perfect byline. This will depend on the publication, but if you can, include your website and contact information. If not, generally, you will be able to at least include your Twitter handle. Find a way to descriptively identify what it is you do and how you can add value for potential clients without being salesy.

#8: Don’t be boring. Yes, easier said than done. However, if you feel like you are watching paint dry when you are reading through your article, chances are your readers will also feel the same way. Make sure you add a bit of personality in there so readers can get a good sense of where you stand on the topic.

#9: Proofread. I can’t stress this enough. In fact, you should likely have someone else proofread it for you as well. An extra set of eyes never hurt anyone. You want to make sure you put your best foot forward when it comes to reaching out to media.

#10: Make sure you have a follow up game plan. Ok, so you’re published, now what? Yes, you can share it around, and you should, however, what are you going to do to build on this initial profile-building tactic that you have executed?

Bonus Tip: Use a third party. There is no shame in having someone help you out by drafting your byline articles. Sometimes, time constraints of business ownership get in the way, or perhaps writing really isn’t your strong-suit. The key is finding someone who takes the time to get to know you and how you tick, and someone who is not afraid to take the anonymous back seat to your success once the article gets high acclaim. After all, it is your thoughts that are going in, someone just helped you put those thoughts on paper.

5 Ways To Avoid Feeling Overwhelmed In Business

As a small business owner, it can be very overwhelming at times to get everything done successfully and in a timely fashion. Most of us have been in a place where there is so much to do that you have no idea where to start, so nothing gets done, yet you still feel so busy you can’t even breathe.

Well take a deep breath and read these five tips to help you get you going when you feel you just can’t make it through.

#1 Prioritization: Controlled Procrastination

As simple as it sounds, many business leaders haven’t really created a list of what has to be done. If you are a start-up, maybe you have your business plan, but have you created a task schedule? The same can be said for a business that is already up and running. There are a lot of moving parts. Prioritization will help you get it all done.

I recommend going old-school at first, using post-its on a wall so you can write all the tasks down that have to get done and move them around to put the most important ones first and create a to do list that is also a schedule for completion.

#2 Set goals: You have arrived at your destination

You may hear some people say that setting goals is too rigid… Ignore them. Setting goals is a great way for you to keep a clear vision of where your company is going… Or even as simple as where your day is going. Of course, being adaptable is what running a business is all about, so that means you should regularly evaluate your progress and your goals so you can keep on track.

#3 Delegation: Your new best friend

If you work with a team, then this should be quite easy… for most. As a business leader, you need to learn to let go. If you don’t trust your team, then they shouldn’t be there. Delegate tasks so you can a) keep your team busy with meaningful work and b) Allow yourself to accomplish tasks.

If you work alone and your business is growing, perhaps it’s time to think about hiring either a full-time employee to kick-start your team’s growth, or at least a contract worker so you can spread the work out rather than spreading yourself too thin. Don’t be afraid of growth!

#4 Check Yourself: Don’t let your schedule wander

There are many brain traps around you. If you are not careful, before you know it, like I mentioned last week, you have been searching for a couple of hours for glamorous cows in wigs. While social media has become a huge part of many strategies (both personal and business branding) and there is a lot going on in the world in terms of news and pop culture, you need to make sure that you aren’t letting your online and social time take up too much of your business time.

Schedule breaks, schedule social media time. If you have trouble staying on task, then set little reminders for yourself on your calendar.

Source: freedigitalphotos.net

#5 Just Say NO: Set your boundaries

This one is all about setting and sticking to your boundaries. If you are slammed and you feel like you can barely breathe… And you have tried tips 1 – 4… then perhaps you aren’t in the best position to say yes to that huge new project. I get it, you are trying to grow, but there comes a time when it can be too much and your business will suffer if you burn out. This is where you need to find solutions. Perhaps you need to bring on a part time contract worker who can help you get the project off the ground, or maybe it’s a simple case of working out different timing with the prospect so you can get it done in two weeks when your current major project finishes.

The biggest thing for you to remember as a business leader, whether you are a solo-preneur, a small business owner, a freelancer, or whatever, is that before the panic sets in, you need to train your brain to go to the solutions mindset first.

 

PS. Just in case you were wondering now…

Source: http://usvsth3m.com

Tips for Successful Social Media Implementation

So, you have gotten to the point where you have created a content strategy and social media plan that you think is great. If you aren’t sure, check out this infographic to go through the steps. Now that you are ready to launch, what’s next? It’s important to keep yourself in check as you are implementing your strategy.

Here are a few tips to help you execute your fabulous social media strategy:

#1 Schedule your time

Source: freedigitalphotos.net

If you are a small business owner or an independent professional, social media can easily become an overwhelming daily time commitment. You hop on Facebook or Twitter, and before you know it, you are 2 hours in and knees deep in articles, status updates, and hashtag searches, or it’s 2 AM and you have an early meeting. Set social media time slots for yourself throughout the day. It is also a great way to give your brain a break from some really involved tasks.

#2 Actively Listen

We’ve talked about getting to know your audience before reaching out. This is important throughout implementation as well. Listen to what your online community has to say. Who are they interacting with? What are their opinions on certain topics? Through active listening on your social channels you will be able to adapt and grow as your audience does.

#3 Engage and connect

Now that you are actively listening. It’s key that you engage your audience in dialogue. 2-way communication is an invaluable aspect of social media. And the fact that it is so spontaneous means that you can work to build relationships daily.

Source: freedigitalphotos.net

#4 Publish valuable content across multiple platforms

If you want people to engage with you, you have to be relevant. This means sharing content across all of your chosen platforms that is valuable

to your target audience. Whether you are publishing branded content, or you are sharing news, if no one cares about it, they won’t take notice of your brand. If they want cats, give them cats.

#5 Stay consistent and active

At both ends of the Twitter spectrum, there are groups of people and brands that tweet every ten minutes (or less) and those that tweet maybe once per month, if you’re lucky. The key is to find your happy medium where it is not overwhelming and you can accomplish your goals in your set time. It’s about quality, not quantity. If you choose to post three times per week on Facebook, or once per day on Twitter, then do it, but keep it consistent. Drive by posting on any channel won’t lead to long term results. If you don’t think your online community is important enough to talk to, they will know it, and they won’t follow anymore.

What Businesses Can Learn From Celebrities About Brand Strategy

With TIFF 2014 underway in Toronto, the city is abuzz with talk about films, parties, and celebrities. One flip through any social media channel will broadcast images used as bragging rights among friends like when you tell that story of “that time we hung out with Shemar Moore…” or “I went to a party with Reese Witherspoon.” When it’s actually happening, it’s more often than not a brush on the sidewalk when a fan adoringly asks for a picture, or maybe you happened to be at the same event and caught them walking by. However, the story always becomes one of reverence and awe-inspiring glory that is broadcasted with the hope of making everyone else jealous.

It’s more than name dropping. It is something that taps into a deep part of our brains and makes us embellish to feel good about ourselves.

What is it that makes everyone so bewitched by celebrities? And how can you cash in on the magic when it comes to your brand?

Here are four ways to bring help bring that celebrity charm to your brand:

#1 Be real

Celebrities like Bill Murray, Patrick Stewart, Ian McKellen, and Emma Stone are all beloved by multiple generations of fans. One thing they have in common is that they seem like people you would want to hang out with. In fact Bill Murray has become known for just showing up and making a night of it (There’s even a dedicated website)!

As a brand, your business should make itself approachable, personable, and authentic. Figure out who you are and thread that through all of your content, social media interaction, and every day operations. Don’t try to be something you aren’t, your audience will see through it!

#2 Perfection doesn’t mean everything is perfect

For the most part, celebrities attend events and they appear flawless. During awards season and for any red carpet, audiences drink in the gorgeous gowns and dapper suits. However, in spite of this, there will always be wardrobe malfunctions. A rip, a slip, a broken zipper or shoe. Celebs like Jennifer Lawrence are familiar with this. She simply says, this is me, take it or leave it, and laughs it off.

In business, you will undoubtedly have set-backs as you grow, and that won’t stop when you get larger. The key is facing it with a bit of personality. Set-backs don’t mean the end of the world! What matters is how you deal with them to come out on top. A recent example is how Digiorno Pizza dealt with their unfortunate Twitter mistake with sincere and individualized apologies.

#3 A little glamour goes a long way

We have all seen the gossip articles about what this star looks like without makeup “can’t she just put on some blush?” In all seriousness,

Source: http://www.drinkoftheweek.com/drink_recipes/glamour-gal/#axzz3D0rFgb7A

celebrities are people and they do deserve their downtime, however, when they step out, all it takes is a little black dress, some lipstick, and mascara. Not every day can be the Oscars.

The same applies to your business, however, you will find that you actually do always have to be on. You may have set hours for operations, but social media doesn’t slow down for that. You should always have your best food forward. And if you’re planning an event, sometimes less is more. You don’t have to execute with wild budgets to have a fantastic event. It is all about strategically placed “glamour” that plays to your audience’s needs/wants.

#4 Work with someone on your image

Unless you are Bill Murray, who allegedly has never used a publicist and of late doesn’t use an agent, you should consider talking to an outside consultant. While you ultimately are the one who knows who you want to be as a brand, sometimes a third party can help you translate that into a brand strategy to take to your audiences, whether it be through content, events, influencers, etc.

So the next time you hear that bit of gossip about your favourite celebrities look past the story on the surface to see if there is anything you can use for your business strategy!

10 Signs You Are Missing a Marketing or PR Opportunity

Marketing and PR are forms of art, they aren’t an exact science. You have to constantly feel out each situation and stay on top of who your customers are and what they need (check out how to inspire your audience). Neither are “wait and see” disciplines, you need to actively put your brand out there for your consumers to see. It can be easy to let things slide, which can lead to missed opportunities.

Here are ten signs you are missing an opportunity to build buzz for your brand.

1. You saw an article/blog featuring other brands that offer the same product or service as you, but you weren’t included. This means you aren’t capitalizing on your own story. You thought your product/service was awesome enough to start up a company, but then you didn’t try to tell your story through influencers.
2. You do a lot of experiential activities, but you don’t use visuals in your social media content strategy. Putting videos and images on social media will get you more eyeballs and keeps your online community interested in what it is you offer. Plus, you went through all the trouble to put that great event together, why not share it with the world?
3. You don’t have a content strategy. With content marketing taking over the world of business, you want to make sure you are telling the right story. A good content strategy will make sure you don’t miss anything, and it also keeps you accountable so you don’t miss posting on those days that you are swamped with work.
4. There is a major event in town that you know targets a large portion of your target audience, but you are not attending, nor are you sponsoring in any way. This can be a tough one if you are just starting out and can’t afford to buy a booth, but consider lending your services, or just attending and handing out business cards. You never know where the next opportunity will come from.
5. You haven’t done a competitor audit to check out their social media strategies. You should know who your competitors are, and you should know what they are doing to reach their audiences. Have a look at their social media channels to see what you think works, and what doesn’t. It can help you plan your own strategy.
6. You don’t have set metrics to measure your success. How will you know if your marketing and PR efforts have been successful unless you set your goals? Similarly, how will you know if you need to create or find more opportunities?
7. You haven’t empowered your employees to act as brand ambassadors. This could be a whole post (it likely will down the line). I know social media is a little scary for some business owners that are concerned about their brand consistency when it can be so instant, but your employees are the ones who deal with the brand every day. They know it inside and out.
8. You didn’t announce your product launch in any way. You have this amazing product you just launched in the market, but you figured, “if I build it, they will come.” This is almost never the case. You still have to tell people you have this product available. There are a number of different things you can do at all levels of budget to announce the launch with a splash. If you missed it, it’s never too late to do something!
9. You haven’t defined your target audience. How are you supposed to create a marketing strategy and content if you have no idea who your audience is? A little secret, your audience can’t be “just everyone.” Really take time to define the target group.
10. You haven’t established your brand identity (almost like you are a real person). You have to know who you are before you can tell others who you are. Better to get the development work out of the way first than have an “identity crisis” later on down the line.

Sometimes you know there is an opportunity, but you don’t necessarily know how to capitalize on it. That’s where an expert can help you. Don’t be afraid to ask for advice or bring on an outside consultant to help you through the situation.

5 Things Every Entrepreneur Needs to Know

So many people have dreams of starting their own business. The first step is deciding you are going to do it… And taking the plunge by leaving your current job and steady paycheck. This part can be a bit scary, but if you start out strong, then you will have a good foundation to get you going.

When I went out on my own, I knew it would be tough, figured there would be an adjustment period, but there are certain things you just don’t think about.

Speaking both from personal experience as well as from hearing from other entrepreneurs, here are a few things that you should think about when starting out on your own:

#1 The pitch: Keep it simple

You should be able to tell people what you do in 30 seconds or less. Remember less is always more. It is like the hook to a good story. If you can capture the reader in the first paragraph of a book, they will want to keep reading. If your audience wants more information, let them ask, that way rather than just telling them, you are having a two-way dialogue.

#2 You don’t need to be a hero

Just because you have made the decision to be an entrepreneur and start your own business doesn’t mean you a) know everything and b) don’t

Source: https://www.flickr.com/photos/37s/4419051242/

need advice when it comes to decisions. Don’t be afraid to ask for help. I am sure you have plenty of people in your network who you can ask, and if not, grow your network and reach out to someone who is an expert! Asking for help/advice can bring a new perspective that you may not have ever considered. Plus, it can be lonely when you are first starting out, especially if you are used to working with a team. This will ensure you don’t become a recluse in your new role as business owner.

#3 Be Honest with yourself

Don’t talk the talk unless you can walk the walk. Next time someone asks you how everything is going, think about your answer. Are you always beefing up your story with exaggerated truths so it doesn’t look grim? That’s not to say that you should tell everyone about the issues, but be honest with yourself as to how long your success will take to catch up to your story.

#4 Get ready for the long-haul, but don’t get comfortable

If you are honest with yourself, then you know what the business potential can be. It won’t be an easy ride just because you developed a plan. It will be tough. Don’t get too comfortable with that plan because you will likely have to adapt on the fly. Getting too comfortable also means that you might stay on the path a little too long for your business when maybe it just isn’t working out.

#5 Perfection will be hard to come by in the beginning

If you make a mistake, it isn’t the end of the world. Pick yourself up and try again, learning from what didn’t work the first time. It might take a few tries before you nail whatever it is you are trying to achieve.

Integrated Marketing: How To Avoid Compartmentalized Strategies

So many business leaders compartmentalize marketing into silos. This happens for a number of reasons. Maybe you have a large corporation, some people think it is easier to look at things in separate pieces, and others don’t understand the power that marketing can have, they just see it as a necessary function of business because that is what they were taught.

Wherever your thoughts lie on this, the clear message is that you have to stop thinking in silos. Stop segregating your marketing efforts because you are leaving yourself open to a less than stellar marketing campaign. When you look at your marketing strategy as a blue skies big picture, you can see where all of the different pieces fit into the overall strategy. If you look at, say, digital and experiential as two completely separate strategies, you won’t be able to leverage your own successes through multiple channels. And what happens if one tactic falls short of the goals set out, or effort in that area flounders? A tactic can easily be swept under the rug if it is not given purpose in your overall strategy.

The key is integration. Marketing channels all have specific functions, however all should work together to form a multi-channel marketing strategy (I’m not one for buzzphrases, but this seems to fit).

Here are a few tips to get rid of marketing silos and avoid potential marketing fails:

1. If you do all of your marketing in-house, set up regular status meetings with the whole marketing team. If your company is large, then assign key people to attend the meetings and report back to their teams.
2. If you are hiring an agency, hire one central agency rather than multiple agencies. Only 11% of companies work with a lead agency for both their digital and traditional marketing (SoDA).
3. If your project or campaign is particularly large and needs to be spread across multiple agencies, then make sure you establish who the points of contact are to keep open communication channels.
4. Know where your customers are so you can focus your efforts rather than trying to be in all places or in just one place. This will maximize the effectiveness of your efforts.
5. Talk to your customers on a regular basis to make sure that your strategy is in line with their changing outlook. This includes B2B marketing! Only 5% of B2B marketers actually consider keeping this communication channel open as part of their overall strategy (Forrester)
6. Generate touchpoint maps to see where you customers are getting their information, where they are interacting the most, and who influences them.
7. Always develop an overall strategy before assigning tasks to make sure you are not forgetting about any channels that would work for you.
8. Define metrics to measure the success of your marketing efforts.
9. Be realistic about your budget. This is a tough one, but it could mean working with a smaller agency where you are not lost in a sea of clients, scaling back outreach in certain areas to targeted influencers who will get your message out, or even taking a more guerrilla or grassroots approach.
10. Constantly measure the effectiveness of your efforts in all channels against your goals and metrics to see if you need to tweak your strategy along the way.

How To Create a Provocative Marketing Strategy

We hear so many people talking about launching a “provocative marketing & PR campaign”, but what does that really mean? Contrary to popular belief, it’s not just about sex, It’s not just about raising eyebrows, and it definitely does not mean being blatantly offensive. The key is to make your audience sit up and take notice and invest in your brand emotionally. A provocative marketing and PR campaign means you are generating creative and thought-provoking content.

Here’s how to create a provocative marketing & PR strategy:

Assess your brand strategy

The first thing you need to do is make sure a provocative marketing & PR campaign fits within your brand. This isn’t to say that not everyone can include provocative content strategies, however, you need to make sure you aren’t confusing your audience by stepping too far off your core brand message.

Know what makes your audience tick.

Rather than focusing purely on demographics, go beyond age and gender to focus on pyschographics. Find out what the core values are of your target audience. Once you know how they think and what’s behind some of their decision-making, you will be able to better tap into this through provocative messaging that is relevant.

Tap into audience emotion

To create a lasting impression, you need to provoke emotion. How do you want to make your audience feel? Remember to always be tactful and careful with audience emotion, because you don’t want to do more harm than good to your brand reputation.

Select your channels

Obviously, using digital channels will allow your campaign to spread wider and faster, but is there any way for you to build in some guerrilla or experiential tactics that will enrich the content?

Keep it simple

Even prankvertising and the most provocative content campaigns can seem like they are extremely elaborate, but if you break it down and look past the bells and whistles, the idea and the message behind the content is always simple and direct. It is the reaction that makes it seem larger than life.

Be willing to push the limits

There are a number of different ways to push the limits, but remember to not just be provocative for the sake of being provocative. Be provocative with a purpose. One way is to take a stance on a controversial topic and become a change artist. Ensure that it aligns with your brand values and run with it. Push the limits, but you also need to know when it is too much.

Be prepared to accept the consequences

Once you put out provocative messaging, be prepared with answers and messaging. Prepare for both positive and negative feedback. You may alienate some people, but you will also gain a loyal base of followers who share your viewpoint.

What is considered provocative today is very different from what was provocative ten years ago, however the formula will always be the same. Three examples of campaigns that have done it right recently are:

• When the remake of the film Carrie was about to launch in 2013, part of their campaign was to set up an elaborate prank at a NYC coffee shop (I still find this entertaining), which they filmed. The video spread through social media channels like wild fire. They tapped into shock, fear and curiosity of the people in the coffee shop, and those of us watching the video experienced the amusement of seeing the reactions.
• Chipotle’s “The Scarecrow” is a perfect example of a brand who is taking a huge risk by making a commentary on the fast food industry. This short animated film taps into audience emotion because it makes a statement, but also because the audience can feel connected to Scarecrow’s journey. Using a version of “Pure Imagination”, which many people know from childhood, completes the beautiful artistry of the piece. It elicited both positive and negative feedback.
• Cause marketing has always tapped into emotion, but the most recent video by Greenpeace that highlights the negative aspects of LEGO’s partnership with Shell deserves special mention. It is haunting and simple, but it delivers such a powerful message.

Don’t be afraid to start small and build up to whatever your goals are, but BE BOLD. BE CONFIDENT. BE PROVOCATIVE.

How To Use Social Media For Small Business

It’s no secret that a digital marketing strategy is necessary for any business to compete and reach customers. Most small business owners know that they need to use social media, but it becomes a precarious balancing act with regards to time and resources. Often, social media is the first thing to be left out of a marketing strategy, or it gets started, and then just falls by the wayside because of a lack of time.

So how do you successfully add social media into a marketing strategy when you are a small business owner who never seems to have enough hours in a day? Have a look at the infographic below to find the road to social media success! And when in doubt, keep it simple.

Marketing and Public Relations: Integrating New School and Old School

Having worked both with industry pros who have been in business for over 15 years as well as the new generation of marketing and PR professionals, I have been privy to the difference in approach that both brings to the table. When creating a Marketing and PR strategy, it is important to integrate both approaches to get the most out of your efforts.

Here are a few things that I learned from the seasoned pros:

• While we don’t have to worry about sending a individual faxes to newsrooms and media contacts across the country anymore, personalization goes a long way.
• Face to face PR is still the best way of reaching media, influencers, clients, and consumers.
• Direct Mail campaigns aren’t dead. You can make yourself stand out from the crowd with a unique offering or media kit.
• If you don’t like what people are saying, then change the narrative. Marketing and PR is all about storytelling, and your story as a brand says a lot about you.

Here are a few things that I have learned as PR has evolved and from the new generation:

• Rocking the boat is always more fun even if it is a bit controversial.
• There is generally a “life hack” for everything. (It’s true)
• Attention spans have shortened, so the more visuals you can put in your content the better.
• Social media shouldn’t exist on its own, it should highlight everything that is going on in a campaign or with a brand.

Generally, here are some rules to live by as you approach your Marketing & PR strategy both from an Old School and a New School perspective:

1. Whatever you are doing, you are communicating with other humans, so face to face and personalization are key whenever you can fit it in.
2. Your strategy should be based on telling your story whether using digital or traditional tactics.
3. With instant communication and the hope of “going viral” comes the possibility of instant mistakes that go viral. Prepare yourself with a good crisis plan.
4. Learn who the influencers are both in traditional print/broadcast media as well as digital publications and bloggers.
5. Integrate your social and experiential tactics. You never really own a hashtag, but it doesn’t hurt to create one to manage the flow of conversation about your campaign!
6. Content is key. Whether you are creating a video to post online or you are handing out a flyer on the street, it needs to engage your audience.
7. Don’t shy away from doing an event. It is a great way to interact with your audience as well as influencers.