Your PR Plan for the New Year

January 13, 12:53 AMSF Marketing and PR ExaminerSusan Harrow

Previous Next

1 comment Print Email RSS Subscribe

Subscribe

Get alerts when there is a new article from the SF Marketing and PR Examiner. Read Examiner.com's terms of use.

Email Address   Include other special offers from Examiner.com Terms of Use

How you do publicity is how you do everything

As you consider what matters most to you and how you're going to spend your next year promoting your business, consider speed, efficiency, fun, and what really juices you. Max Planck, Nobel Prize-winning physicist says, "When you change the way you look at things, the things you look at change."

As we near the holidays and take time to be with ourselves and our families, there is no better time to ponder how you view the world and what you want around you for the new year. My colleague, publicist Nancy Juetten, told me that she had a life changing experience at Miraval Resort & Spa a year ago. She did Equestrian training which allowed her to see how she moved through the world personally and professionally.

I was intrigued enough to want to know how Miraval described the experience: "Miraval's Equine Experience gives you the opportunity to learn to communicate with horses—animals that, by nature, have the ability to read your energy immediately. But as you'll soon find out, "It's not about the horse."

You'll perform equestrian ground skills that often bring to light personal patterns that may be holding you back from the life you want to live. These patterns may be causing stress in your life and damaging your relationships. Learn how to recognize the power—or lack of it—in your actions and how to overcome your fears and uncertainties."

Guess what? Publicity is the same. It's not about the media.

What I've found working with dozens of people personally one-on-one and hundreds in seminars and talks is that mostly what holds people back isn't a poorly written press release, it's the pitfalls of their personality and their past. So, before you map out your publicity campaign for the year I suggest the following:

1. Remove the Obstacles.

Clear out any patterns that are holding you back from getting what you truly want. You've heard the expression "Perception is projection." It's true for your media experiences as well. David Neagle has taken this "art" almost to a science in his courses. To get started, you can download your complimentary copy of the "Art of Success" (mp3s) here.

It takes two to Tango and you can learn to be an excellent PR partner both leading and following with practice. Elizabeth Gilbert, author of "Eat, Pray, Love," said something like she wanted a smaller material life and more room for a spiritual life. Me too. Change yourself and the world around you changes.

2. Take the Quick Path.

Starting PR can be like starting a diet. We need results fast. We want to see that eating all those vegetables is paying off, especially when chocolate cake lurks close by. Publicist Nancy Juetten has just the thing—for $10!

Shauna Brennan, founder of My Day Office, said that the Media-Savvy-to-Go tips booklets had a major effect on her business: Shauna got a front page story in the business section of the Seattle Post Intelligencer by following Nancy's tips. She said, "Talk about return on investment. It was a little bit of work, but so what! In less time than it would have taken to explain it to someone else, I was able to do it myself. That is the true beauty of it. I take these booklets with me everywhere I go. I use them as a checklist. They are small and convenient and fit easily in a briefcase or Daytimer. I plan to share them with my customers to support their success."

It's like getting to eat dessert before you've finished your meal. Get your Media-Savvy-to-Go tips booklets here.

3. Develop the Big Picture.

For the past few weeks I've been working with one of my clients to make a blueprint of their entire PR year with a time line. So far, we've already established that they will send out 2 press releases a month to leave room for breaking news.

They are buying the gift list so we can have ample time to contact the media for holidays, special occasions, magazine inserts and any other media worthy day slated in the media's editorial calendars that coincides with my client's company's values and goals.

We are taking into consideration their long-term goals which consist of positioning their company and the CEO as a leader in their industry, creating a vibrant community, making strategic alliances with other businesses and foundations, and growing their corporate and direct to consumer sales.

Sometimes it takes several weeks to distill what it is that's most important to you in the big picture and then the smaller picture emerges naturally. Your values will drive your big picture plan, so taking the time to get clear on who you want to work with, what you want to feel, and the experience you want your customers/clients/constituents to experience pays off well. It's important to marry your intentions to time for continuity and peace of mind.

If you'd like some guidance in developing your strategic marketing and publicity plan then get in touch with me here.

Brainstorming and developing a cohesive brand, creative angles, pitches, and niches are some of my favorite things to do.

4. Get Help.

If we could only do just the things that bring us joy! In a world that's crammed with email, voicemail and mindmail, there's hardly room for a single thought or breath. I have a one word solution. Delegate. I know this one is hard for entrepreneurs, but you can do it a little at a time. I started three years ago when I hired my VA (Virtual Assistant) Kelly Poelker.

I no longer wake up in the middle of the night frantically scribbling a note in the dark about some forgotten task whose deadline had passed. With Kelly's help, I breathe easier. She doesn't just wipe items off my to-do list, she's a true partner in helping me think out what I want to accomplish and then breaking down the tasks to make it all happen.

Elizabeth Gilbert said that she's a better person when she has less on her plate. Me too. I give those irksome items that threaten my sanity to Kelly who has a rare opening in her schedule. So if you've been considering doing only the things that make you happy and juice your creativity, contact Kelly toll-free at 8-MORE HOURS (866-734-6877) or kp@another8hours.com

5. Keep Connected.

You've heard over and over again that getting good media coverage is about building relationships. It's true. And many of you don't want to manage a database or send out press releases on a regular basis to grow those contacts. There is another way: PR Leads. When you subscribe to this service, you'll get reporters' requests for experts along with story leads sent to your email in-box almost daily. Expect leads from every publication from the New York Times to People magazine from media who is on a deadline and needs your input.

Hardly a week goes by when I don't respond to a lead that comes through PR Leads. One of my clients, Jeanne Hurlbert (www.optinetresources.com, www.readinets.com), who didn't even have her website complete before she got major press, has had phenomenal success using this service. NOTE: www.optinetresources.com is in the middle of changing servers. If you cannot get through please try again later.

Jeanne, an expert in social networking, disaster prevention and recovery, and creating surveys, has been quoted in The New York Times, The Wall Street Journal, CNN, Smart Money, Health and much more. She's a fantastic storyteller and excellent at what she does so her press is justified. These are skills she learned in short order and had the opportunity to apply them weekly when she regularly gets call backs from reporters and producers.

6. Bring joy.

On my gravestone I would like to have carved, "She brought joy." If I can sum up my mission in a sentence, that would be it. I'm continually reminded about how challenging it is to follow the Dalai Lama's credo, "Be kind whenever possible. It's always possible."

While it may be possible, I have found myself severely challenged doing media and conducting my personal and professional life to adhere to these wise words. But when I do, I find I can more easily bring more joy. And the joy spreads like good news.

I consistently ponder the words of poet Mary Oliver from her poem "The Summer Day":

"Doesn't everything die at last, and too soon?
Tell me, what is it you plan to do
with your one wild and precious life?"

What is it you will do with yours?

Follow me online
Social media is about making connections. Connect with me on the following social media sites.
Twitter - Examiner.com - Facebook - LinkedIn - YouTube - Biznik - Hubpages

Have A Topic Idea?
I'd love to hear it! Just email me any time here and let me know what topics you'd like to know more about.