LinkedIn has so many opportunities to showcase your skills, expertise and talent. And, one of the most underutilized PR and marketing opportunities is publishing on LinkedIn Pulse. It’s a platform to write about your expert topic, repurpose your blogs and presentations and engage an eager audience who want to learn more. Posting on LinkedIn Pulse increases your credibility, reputation and ability for others to like, know and trust you, as well as share and comment on your work.

Publishing Articles on LinkedIn is Easy – Here’s How You Do It

  1. First, you need to have a LinkedIn account which can be as simple or complex as you want, but please make it key word rich and complete in all categories – highlighting your experience. Thumbs up to everyone who takes more than 30 minutes to create a compelling profile and posts a professional headshot. (A high resolution photo is always preferred for when you’re picked up by the media.)
  2. There are two ways to publish on LinkedIn Pulse, but the easiest is to post an article from your home page where you see “Publish A Post”. You’ll have an opportunity to write about your signature topic in depth, create a catchy headline, upload a recent image (or create your own graphic on Canva) and then post your The format is user-friendly and whether you know anything about WordPress or not, it should be a breeze. (this is the end)
  3. Consider writing at least two times a month, but weekly is even better. A longer article with about 500 – 750 words is preferred to provide valuable information and insight on your expert topic, and aim to pen at least five paragraphs. Remember, this isn’t a sales pitch. Publishing on LinkedIn is all about showcasing your knowledge.
  4. If you’re short on time, it’s possible to repurpose older blogs and change up the titles, intros and outros, but only if they’re not already posted on Pulse. You probably have a wealth of digital assets and information in your head, so plan to get it all on paper/online and create an editorial calendar to stay on target and for tracking success. Be sure to vary up the times and platforms posting your articles so there’s consistency but not duplication.
  5. Need Inspiration? Even the best writers get stuck for ideas. Feel free to check out topics that are trending on LinkedIn and Twitter, research BuzzSumo, refer to questions clients and prospects are asking, dive into Quora to see what others are inquiring about – and always be listening to what’s going on in your industry and what your target audience should know to stay ahead of the game.

One of my clients is having great success with LinkedIn Pulse. She blogs regularly and writes a weekly article about her expert topic. I love how she’s built her credibility and reputation from writing and engaging with her readers, as well as networking to the max. She’s taken what’s in her head, put it on paper and tweaked it multiple ways to reach a wide and growing target audience.  Always improving her analytics to match leads and sales, she pays attention to the various groups she’s a part of, listening then writing.

Now, if you’re wondering what days are best to post, recent research has shown that it’s typically Thursday and Sunday, but you should check with your own industry trends. Again, don’t send your blog and post your article the same day.  Mix it up to get the max.

Be strategic in your thinking, writing, and sharing.

You’ve worked hard to write outstanding content. Now promote it via LinkedIn Pulse and other social media platforms to reach your target audience, and turn prospects and customers into raving fans.

And the good thing is, it’s all free!

I’m a big believer in using events to grow your business. Events provide a forum for you to showcase your expertise, grow your database, make new contacts and attract new clients.  And, if you’re in the front of the room as the expert and love engaging with the audience, it’s also fun!

In this article  5 Ways to Grow Your Business with Events by Eventgenioso, you’ll find events other than tradeshows to increase your ROI. Some examples? Experiential events for brand activation or product launches which pique the media’s attention. Training or seminars with high profile speakers in your industry, that even the fussiest client can’t refuse. And, incentive travel for new prospects and to jazz up your sales team. Fuel prices are low, everyone loves to travel and you can mix and match programs to target your goals. Have the courage to make it a mystery trip? 

As an INBOUND Guest Blogger (blogging is a great way to get media mention BTW), Joel Comm talks about using live events to drive business. In his post Live Events: The Fastest Way to Grow Your Business, he discusses the importance of meeting new people and building rapport with your audience. First, there’s getting to the like, know and trust stage. Then comes the opportunity to do business. Yes, live events can be fun and should be – but don’t forget the value of finding out what’s new (and trending) from vendors and starting conversations with strangers, who may one day be your client! 

Lastly, Constant Contact’s UK blog lists 7 Events to Grow Your Business with content definitely worth mentioning. You may be thinking networking or throwing a party right off the bat, but what about an Open House? I’ve suggested this to hospitals to Meet the Doc. There are also events to Get a Taste of “your subject”, expert/customer panels where advice and testimonials can be shared openly (great PR) and of course, Breakfast n’ Learn, to start the day off right. Make your own waffles, anyone?

Events work to build business, expert status, reputation and credibility.

PASSION 

Passion ignites the fire of your brand. Without it, you’re just like everyone else. The press wants to highlight intriguing and passionate people, products and services that their readers will be interested in.

Ask yourself:

  • What’s your passion and why?
  • Do you include your passion in your “story” so others can get to know you, your products and services, and what you stand for?
  • Are you willing to be transparent and let the world know who you really are?

Remember: A passion for your work + life enhance your
brand and celebrate your uniqueness.

POSITIONING 

Positioning is a mindset for success. Combine it with a road map for where you want to go, be seen and heard. Determine where you want to go not just in your imagination, but on paper and as part of a PR/promotions plan.

Ask yourself:

  • What does your road map look like for media and audience attention?
  • Are you following the same highway as others in your industry, or are you willing to be bolder and combine traditional with non-traditional tactics?
  • Who will set the course for the journey, and who’ll read the map?

Remember: Welcome those who fortify, strengthen and evolve your positioning, and be willing to help others do the same.

PREPARATION 

Be prepared for success and consider yourself an expert, even if you don’t think you are. The road will come to meet you if you’re doing the work and course correction is part of the journey. You’ll find it easier to leverage publicity with every new press mention.

Ask yourself:

  • What is your competition advertising or promoting on and off line?
  • How is your competition utilizing PR in the media and in what formats? (e.g. feature stories, articles, interviews, quotes, podcasts, book jacket reviews, etc).
  • Who will support you to ensure success?

Remember: You can create a PR swipe file of what you like, resonate with,
and aspire to. Imagine yourself in the story, on TV, as a featured panelist. What makes you different? 

PERSONALITY 

Make yourself unique interesting to the press. Start with a BIO that’s full of personality and passion, and ensure that it tells your story in a way that holds the reader’s attention and makes a positive and memorable impression.

Ask yourself:

  • Do you have both a long and a short version of your BIO for different purposes? (e.g. media interviews, teleseminars, articles, email signatures, LinkedIn and Twitter profiles, etc.)
  • Are you reviewing your BIO 3 months to keep up with your professional growth?
  • Is your BIO transparent and human, yet highlights your credentials and expert status?

Remember: Include at least 5 things others don’t know about you. They can be accomplishments, hobbies or interests that others may find fascinating. 

PRESENTATION

A professional presentation, photos and website get you past the gatekeeper for a longer look. Ensure that all of your on line and off line branding, photos, collateral and correspondence have a professional look and feel, and that you represent yourself as an expert – with all the bells and whistles expected of someone of your caliber. Look like a million dollar brand.

Ask yourself:

  • Are you maintaining a congruent look and presentation design with your website, newsletters, blogs, Facebook and Twitter pages?
  • Are you investing in professional headshots and lifestyle photos that portray you and your brand in your best light?
  • Are your promotional materials well written in a style and tone suitable for your industry?

Remember: Presentation is equally important for in-person meetings and media interactions. You are your brand wherever you go so dress the part at events, interviews, conferences, speaking engagements – even community gatherings. Be stylish and honor your brand!

PITCHABILITY 

Pitching an idea to the media takes some practice and perfecting, but once you understand how each media works, and how to get pitch ideas, the easier it becomes. Start by reading a reporter’s writing for insight on “how to pitch” them.

Plus, check out their Twitter, Facebook and website pages for insights on their writing style and preferences. You can also use pitch query services like HARO to reach reporters looking for your expertise, and check editorial calendars of magazines in which you’d like to be featured.

Ask yourself:

  • What story can I tell that highlights a new way of doing something, a product that will make life easier, an opinion that’s contrary to popular thinking, or a tie in to a movie or celebrity event?
  • What are some major trends right now, and what are the best ways to tie your pitch to them?
  • What are some national events that can be localized?

Remember: Don’t pitch stories already covered.
You can also try turning your pitch into a “top 10 tips” list. 

Take these 6 P’s and apply them to your business today!

“It takes 20 years to build a reputation and 15 minutes to ruin it.  If you think about that, you’ll do things differently.”
– Warren Buffet

I just taught a PR class on Digital Marketing at Salem State University, so I wanted to share the lesson. It’s about How to Prepare for a PR Crisis – not if it happens, but when it happens. Most of us sail through life and business, but at some point you’ll be caught off guard and it’s not always your fault. Here’s my version of a crisis management plan. Put it in place now to protect what you’ve worked so hard for. Protect your ‘ass-ets’!

9 Steps to a PR Crisis Plan

  1. Put together a crisis management team before a crisis. You may not think you’ll ever have a PR crisis, but if you’re in business it’s not only possible, it’s probable. Include your CEO, legal, marketing, HR and yes – your PR person to be part of this influential life/business saving circle.
  2. We all know you’re busy, but you have to listen. What are your employees, community, customers, enemies and advocates saying? Pick up chatter early enough and you might save yourself time, upset and a major PR crisis. Oh, did I mention lots of money?
  3. As in any relationship, it’s wise to preview expectations. What works for your personal relationships can work in business too. If you say you’re going to call back a customer in 48 hours, do that. If your policy is to call them within 24 hours and don’t follow through, you’ve lost their trust. Here’s an easy rule. Under promise and over deliver.
  4. Being transparent isn’t a bad thing. If you’re a CEO you might see this as a sign of weakness, but being transparent shows that you bleed like everyone else and you’re human. People like, know and trust humans as well as brands. If you’re the leader of the pack and you’ve messed up, admit it and don’t fudge the details. Position them accordingly.
  5. Everyone has made mistakes so how will you respond? My suggestion is to be mindful and thoughtful in your responses to all who have been affected. Someone or a group has been offended or worse, and often there’s more than a BAND-AID® needed. To fix relationships, TLC is needed to build trust again.
  6. You might be angry but for heaven’s sake keep calm. It’s hard to keep your cool when you’ve been attacked and it takes some coaching to stay even keeled. It’s also difficult to not take everything personally. You’ll never be everyone’s best friend.  If you want a best friend, adopt a dog.
  7. Who has ‘keys’ to your social media accounts? A really frazzled fired employee who has your passwords to Facebook, Twitter or LinkedIn might post something negative about you, your staff or business practices. Put a system in place and know who has the passwords to your social media accounts and online voice to the world. Hint: This is critical.
  8. Create social media guidelines that are simple to understand. Sure you can’t control what your employees post on their own social media accounts, but you can ask them to adhere to certain guidelines about your company without infringing on their freedom. Every employee, vendor or volunteer is a brand ambassador for your company. Make sure they share a voice that aligns with your brand, not one that fights it.
  9. Your mom gave you good advice. You’ll never be perfect or please everybody. As a leader every day you step up to the plate and take risks. Some work out and some don’t. My ask is that you think ahead to what might be problematic and plan for it, without being paranoid. Fear puts you in a paralysis state often enough – and you’ve got things to do, places to go and a brand to build.

Create a community and brand advocates that love you and will go to bat on your behalf when times are tough. Don’t hide from bad news. Take a deep breath and suck it up. It not only builds character, but it also builds a stronger brand.

When I was a Girl Scout, this was our motto – and I think it still is.

I’ve been promoting for most of my life. Ideas, interesting concepts, friends, schools, my kids, favorite consignment stores. You name it, I’ve always found a way to accentuate the positive. I learned it from my Dad, the ultimate promoter and influencer.

“When there’s a will there’s a way,” he would tell me.  By learning marketing, PR strategies and how to maximize ROI, he beckoned us to take advantage of every opportunity, live life – and live it up!

In How to Get Great Free Publicity from WikiHow.com, we get more than a few ideas to grab attention and get through to the media without spending a fortune.

  • I love the tip if a journalist “blows you off” tell them you’re new at this and ask for help.
  • Or, how about getting the right phone number for a journalist by researching Hoovers.com

 Click here to find other Free PR strategies.  

Lisa Furgison, from VerticalResponse.com shares 7 Tools to Get Free Publicity for Your Business for small business owners.  I’ve been a fan of  free online directories  for quite some time, but Lisa sweetens the pot adding these tips: 

  • Use a shortened version of your bio to create a resource box at the end of articles or guest blogs. Make every word count and include a call to action; Grab Your Free Report. Download this Checklist. Contribute to my trip to Bora Bora. (Why not?)
  • Sign up for a 7-day free trial to Contact A Celebrity and see for yourself how your brand or cause aligns with a potential 60,000 celebrities. See if they participate in a “gift program” where they’ll review your product. No guarantees of course, but why not try?  

 Find other Publicity Tips here that won’t cost you a dime.

I’ll add my name to the hat with a free report I’ve created called the ABC’s of Free Publicity. Discover how you can mix and match PR strategies with an alphabet of tips and tricks to choose from to maximize your visibility, credibility and expert status. Download the Report Now and Promote Your Business or Brand – Even Without a PR Budget.

Take advantage of all of these Free Publicity strategies and learn to market your business or brand on a dime.  Why not, Bora Bora might beckon you too!

Hopefully, wherever you are, it’s spring and a perfect time to clean out (or as my stylist says) edit your closet. Take advantage of this newfound energy and direct it to your online assets.

Online assets are properties you’ve created on social media platforms you’re using (or not).  My recommendation is that you’re always consistent with your branding, message and voice. That may seem like a given, but you’d be surprised at what we still have “out there” but may have forgotten!

 5 Tips to Refresh Your Online Presence

1)  Keep Your Website Current As You Grow Your Brand. Many entrepreneurs are ahead of their website by at least nine (9) months because change is a constant. Some have had websites from 2008 without even a refresh. Consider moving to a Word press format for updating copy, blogs, photos and simple SEO. Keep your look and feel current with where you are now. Change happens. You either go with it, or it goes without you.

2) Get a List of All Your Digital Assets and Passwords. Yes, you have a website, but what about your owned media (blog) and other social media channels? LinkedIn, YouTube, Google+, Facebook, Instagram, Pinterest. Should I continue? Keep this list updated and handy and every once in a while, consider refreshing passwords. If you do, please tell your team!

3) Make Sure to Have Consistent Profile Information. When you look on LinkedIn or Google+ do you cringe when you read your old profile? It happens. Getting into the zone of writing about yourself takes time and effort. And your photo? Lose or gain 20 pounds? Sporting a shaved head or gone red? Now’s the time for a new headshot. And make it, high res, please. The media will love you and so will I.

4) Look at All Your Landing Pages and Autoresponders. If you work by yourself or on a small team, it’s almost impossible to keep track of everything you do. Look back at your marketing and PR calendars to see the projects you’ve worked on. Where do you have links? Are they all working or are some broken? Do your autoresponders need a rewrite? Now’s the time for spring cleaning!

5) Give Your Email Signature Permission to Work 24/7. I was just featured in Fit Small Business for contributing top ideas for email signatures. Since you’re always updating your image and work, your email signature should keep pace as well.  Are you a new author? Share a chapter. Have a freebie? Provide a link. Work globally? Include your time zone. Won an award? Tell the world. It’s easy peasy and free!

Refresh. Renew. Revitalize. And maybe even – Reinvent yourself.

I’m all for it!

PS. I’ll share some great news next week about a new partnership I have that can help with your marketing and provide even more tips, tricks and tools to engage your audience. Stay tuned for the announcement and keep promoting yourself and your brand!

Want More tips for Spring Cleaning Your Personal Brand?  Email me here! 

I’m a believer of press releases to get the biggest bang for the buck when there’s a major announcement, release of a book or breaking news.  But, you don’t always have to spend an arm and a leg for its distribution. There are cases when I advise clients to go national and get the widest exposure possible for all the media hits, and other times, the press release can simply be a PR tool for the media via a link on the client’s press page. Both work.

There are varying views on the press release and that’s always refreshing. Mike Butler, journalist and technology commentator shares his thoughts on The Press Release is Dead – Use this Instead. In this article, Butler spells out key information to send a reporter, not just an “OK, here it is” press release. His questions are spot on, his humor puts a smile on my face and I like his style. Read this and you’ll understand what the media is looking for, what they’re not looking for (ie, pdf’s, attachments) and how to pitch via Twitter, which by the way works.

Steve Cody’s article, published in Inc.com gives us 5 Reasons the Press Release Isn’t Dead Yet. I agree with his findings, and you might too. Press releases aren’t just an antiquated business tool, even if you think they are.  They offer legitimacy, a steady stream of news and they break through the clutter.  How is that?  Read more here.

And lastly, Julie Crabill posts a great piece at Mashable.com, 4 Alternatives to Your Next Press Release. First, are you telling a story or just sharing news? Consider producing a short video for Facebook, coming up with a customized #hashtag or designing visuals to share on relevant social media platforms. Then, there’s always going deep. Take a look at what she means.

You can think what you like, but keep in mind that there’s not always just one way to share news. I’ve always liked a mix of marketing, PR, promotion and media to tell a story, with more than a dash of visual, be it infographics, video, slide share, GIFS or graphics.

You can market yourself silly, but remember in PR, variety is the spice of life.

It’s not magic.  It’s resourceful PR strategy.

Last week, on the night before a big speaking gig, I created a checklist to giveaway as a brand reminder and resource for my audience.  Since my topic was ‘How to Use Free Publicity to Grow Your Business’, it seemed like the perfect fit.

How to Turn a 900 Word Article into 36 PR Opportunities

>>You can download this free PR resource here

I stayed up late racking my brain for marketing ideas and clever ways to repurpose copy.  My thoughts are always the same. You should be getting the biggest bang for your buck, especially when it comes to PR and promotion!

Yesterday, one of my favorite clients picked five ways she’ll promote her brand. She already has articles on LinkedIn, pitches, a few interviews and blogs galore. She’s knows exactly what to do to get more PR!

Why reinvent the wheel when you don’t have to?

Take Advantage of this Free PR Resource Now!

Then, write, tweet @RobinSamora or send a smoke signal on what you’ll use to reach new audiences and share great content. I’d love to hear from you!

PS – If you’re in the Greater Boston area, I’d like to invite you as my guest to an upcoming Boston Women Connect, Building Business Connections Networking Event. In fact, I’m speaking there on Tuesday, April 26 at the Marriott Courtyard in Woburn. My topic?  How to Market Your Business and Brand. For details and registration click here, and use the promotional code power for your complimentary ticket.

If you’ve ever walked into a room and sensed a tense energy, I’m sure you’ve also seen this body language; arms crossed, polite but stiff interaction and most probably, limited eye to eye communication. Most people look at others but not into their eyes.

Is it because our eyes are the window to the soul?

We can all improve our body language and the way we communicate, which eventually could change or influence certain outcomes.  It could also improve our sales and marketing!

Michael Michalowicz, author and business mentor who writes for American Express Open Forum, outlines best body language practices for selling in 7 Body Language Tips to Help You Sell. He says that body language can kill a deal, and 90% of our communication is non-verbal.  You knew that, right? Tips to show our more confident selves? Slow down, practice the 3 C’s (be cool, calm and collected) and for heaven’s sakes, don’t touch your face, scratch your ears or rub your eyes. It could be a sign that you’re lying.

In this PositivityBlog article by Henrick Edberg, 18 Ways to Improve Your Body Language the author gives, you guessed it, 18 ways to change up the way you present yourself to show more confidence and appear more agreeable, even if you don’t agree! Some suggestions? If you’re in a conversation, mirror each other’s actions but not to the point of being weird, sit with a wider stance to look more comfortable in your own skin, and lower your drink holding it below your heart to look less guarded!

And finally, in CareerOverview.com, we have a comprehensive list of 50 Body Language Secrets. I’ll list some of the don’ts to see if you’re at fault.

Avoid these Negative Body Language Actions

Don’t:

  • Scrunch your forehead
  • Walk away while you’re talking
  • Tap your feet
  • Yawn or cough (it shows you’re bored)
  • Or, clench your fist

I’ve been in more than a few sales calls, meetings and workshops where I’ve witnessed a collection of these actions, all during the sales process. No one’s perfect, but be mindful of your body. Love it and learn what its’ language means.

After all, the right body language not only influences people, but can help you attract the man/woman of your dreams.

PS – Lots of speaking gigs coming up for me this Spring and I’m excited to be presenting more. This week, I got a Direct Message on Twitter asking me to apply as a Speaker for a big social media convention in April. Social Media works but you have to be in it to win it!

This morning, I got up at 6:00 am to launch my Q2 PR and marketing strategy and attend a Boston University Alumni breakfast networking event.  It’s part of a heavily promoted month-long career month to bring alums and professional together – and connect recent grads with seasoned professionals. (Did you like how I said that)?

It was my first networking event sponsored by BU, other than going to cheer on the Terriers in hockey, and I’m glad I went. Why?

Networking Opens the Doors for Opportunities

  • First, how great to see someone who knows and respects your work. A genuine smile and hug in a room full of strangers is almost always welcome. I’m a hugger, but if you’re squeamish, keep in the comfort of your own boundaries.
  • Networking gives you a chance to hear what others are doing in the marketplace and notice opportunities to connect, partner, refer, work or collaborate together. There were quite a few COM (communications) grads there and possibilities are brewing!
  • Meeting face to face with a brand new circle extends your promotional reach in ways you can’t imagine. It also reinforces your expert status with a whole new group that may one day –become raving fans.
  • There are no rules to revising your elevator pitch. Modify your message according to what you need in the present moment, and the crowd. The elevator pitch police won’t have a warrant out for your arrest if you change it up.
  • Talk with people who may not be your target audience, because they might know someone who might be the perfect fit. Profiling isn’t always in your best interest.

My colleague, who I met while speaking at the Small Business Expo and at the Boston Business Journal enthusiastically endorsed me in front of a room full of strangers. Love that! Thank you, Joy! She’s involved with a new venture working with entrepreneurs and small business owners, and it happens that I’m speaking with her mentor on a national level this week.

From my meeting this morning, I already got invited to speak on a panel in early April and begin preliminary discussions of a potential world-wide tour.

If I didn’t get up at 6 am I would have missed this. Will other opportunities to increase my PR and marketing expertise show up?  Definitely.

Say yes more often than you say no and see what happens.

Oh, and set your alarm clock.

PS:  Sign up now for the Digital Marketing Weapons Event at  Sleek Marketing University on Saturday, 3/26. I’ll be speaking about How to Get Free Publicity for Your Business and Grow Your Brand. Use the code CONTACT for 50% off – since many of you were at the Constant Contact event where I spoke on March 1.

Want more info? Read these other articles on improving your online presence. 9 Cool Free Publicity Tools and Tactics,7 Easy Ways to Get Attention Without Selling Your Soul and How Do I Get More PR and Online Visibility  We’re all experts in training!