I keep forgetting how easy it is to get free publicity.  If you know where to look and how to respond, it’s straightforward. But, you have to have discipline.

My favorite site for free PR is HelpAReporter.com, commonly known as HARO.

Last month, on December 20th I was featured in an article on kids, parents and gratitude  on CNBC.com, 5 Ways to Teach Your Kids the Art of Giving This Holiday Season.

A couple of weeks earlier, FS Local wrote a story, Picking the Brain of a PR Pro! Behind the Business with Brand Expert Robin Samora.

Do You Want Free Press? Follow these 7 Steps to Get Picked Up by HARO Reporters

  1. First, sign up for HARO and get daily emails from reporters and journalists.
  2. When you see a query that interests you, make sure there’s a fit.
  3. Make your pitch short, concise and be sure there are no misspellings or mistakes.
  4. Don’t deviate from the questions, stay on topic. Be light, bright and polite.
  5. In the subject line when you respond write: HARO: and copy the title of the query.
  6. Include your contact information, website, email and phone number. Be available 23/7.
  7. Don’t stalk the reporter or follow up, unless they ask. Do your best and become a resource.

The more practice you have pitching a story, the better you’ll be. And, once you start getting published, the more you’ll want to respond.

This is earned media and you’re showcasing your expertise.

Sure, responding to HARO and other sites takes time, but the rewards far outweigh the work.

Sign up this week, and get the visibility you deserve!

Sounds like an easy task – to write what you want. Most people start with a list of questions to answer which provides valuable insight, but I also like to add a visual component.

What does a wheel have to do with PR and marketing? This wheel, and the one you’ll draw, is a PR Vision Tool where you decide where you’d like to be seen. You can add spokes, identify opportunities and weight them according to your goals and desires. And, every few months you can reinvent the wheel based on your results and efforts.

Here’s a sketch of my Marketing & PR outline for 2017.

Remember, it’s a work in progress so you can tweak and recreate as you like. Think of it as a recipe for success. Take a look.

Simple? Maybe you think so, but the start of everything great begins by writing it on paper. This isn’t just about manifesting.  It’s about planning and thinking where you may get the biggest bang for your buck. [Free].

Giving comes in all shapes and sizes. It doesn’t have to be big, it just has to come from your heart, and because you want to – not because you have to.

  • Some give to their favorite charity that holds a special meaning
  • Others spend time with the elderly or friends that aren’t feeling well
  • Many donate to a local cause like Globe Santa or Toys for Tots
  • Friends meet up and give back anonymously and in fun ways, like paying off layaway charges at Walmart®
  • Some prefer to support Heifer International to end poverty and promote entrepreneurism around the world
  • Turkeys are bought, soup is served and presents are wrapped to warm the heart. Because we can.

Whatever your cause is, celebrate it.

After all, it gives Reason to the Season.

Today, I’m giving a talk on Digital Trends for 2017. As part of my preparation, I always like to research what other experts are forecasting and predicting. Their information usually validates my thoughts and offers more data on the why’s behind the findings.

What’s Trending:

  1. Millennials are moving away from public social networks to private ones. Think Facebook Messenger, What’s App, GroupMe. Micro-sharing information and links.
  2. Live video isn’t a maybe strategy. It’s a must have to boost engagement. Plus, there’s limited competition.
  3. Digital Assistants are here to stay. Have a question? Ask Siri, Alexa, OK Google or Cortana.
  4. Customers are using multiple devices to make up their minds to try products and services.
  5. Keywords are more conversational as voice dominates.
  6. Google’s new algorithms are putting more emphasis on local search.
  7. Native advertising is on the rise. More content-like but still sneaky.
  8. SEO and Paid Media spending will grow up to 24% of a marketing budget by 2022.
  9. Brands are creating an “immersive experience” to increase engagement.
  10. Becoming more instant is definitely the way to go.

These are top picks, but there’s always more.

And why are these trends important?

Dense marketing is yesterday’s news. Spend time and money where your target market is. Improve your video marketing and use it to grab attention. Repurpose content in ways it will be seen and shared. And finally, engage with your prospects and customers live. At workshops, events, on video.

Show the real you.

 

Special thanks to contributors Blair Nicole Nastasi, Corey Austin, Lindsay Hutter, Dave Chaffey and Jayson DeMers for their collective insights.

Ever since I was a kid, Thanksgiving reminded me of a happy time when families got together in the spirit of giving thanks.  It wasn’t a Hallmark® holiday, it was real life. We each were at a different place but connected wherever we were, and that happened to be at the kitchen table.
Life seems to be more complicated now, or maybe I see it through a different lens.  It’s still rosy if you choose that that color. I’m an eternal optimist.
I’d like to share a piece I wrote for my Gratitude Workshop, 50 Ways to Be Thankful and Show Random Acts of Kindness. It’s a reminder that being thankful begins at home.
When you think of having an Attitude of Gratitude, consider this. Being thankful comes from the head, being grateful comes from the soul.
May you enjoy holiday blessings today and always.

If you’re in the market to buy promotional products to increase your company’s brand awareness at a trade show, event or conference, it’s important to know the most common mistakes people make – so you can avoid them like the plague.

Over the last 20 years, I’ve seen the simplest jobs go wrong because of a mix up of facts, colors, formats and more.

Take a few minutes and read what the mistakes are so your order comes out exactly as you expect, at the price you want and on time!

Lack of purpose

With millions of promotional products to choose from it’s important to know the purpose of your promotional product campaign. Do you want to increase traffic to your website, landing page or promote a special offer? Based on your answer, you may be surprised that a different product, design or distribution plan may be a better idea. Without a clear goal and purpose, your marketing campaign could be doomed to fail before it really begins.

Not tailored to your audience

A custom beer koozie is a great premium for a bar or brewery, but not necessarily on target with a hospital’s image. I’ve seen buyers select premiums that are cool in their eyes, but just don’t fit. When this happens, marketers are appealing to their own taste rather than their audience’s. Take time to research the interest and hobbies of your target demographic and find a product that will appeal to them. Not sure?  Create an informal focus group!

Bland or generic design

Does your freebie or premium have visual interest? Whether it’s colorful, has a catchy slogan or pattern, you want to be sure your product gets attention and a positive reaction. If you create a giveaway that’s boring and uninteresting, chances are you’ve wasted a timely marketing opportunity. Remember, one of the goals of giving a promotional product is to create interest – in the product, service and the item itself!

What’s your distribution plan?

Before you even order promotional products, determine what you’re going to do with them. Will you give them out at a trade show or will reps hand them out to customers in the field? Are you trying to increase your customer’s loyalty by sending a product in the mail or attract a new prospect, in a totally new target market? No matter how you answer these questions, you can be select in your distribution. And, remember to keep at least a few samples in your file cabinet with important facts like where you gave them out, when and feedback. (You can use an excel spreadsheet too).

Ordering cheap items

Most promo products are fairly inexpensive and cost effective as compared to other types of marketing. I know it’s tempting to save as much money as possible and buy the cheapest products available, but sacrificing quality for quantity can actually cost you more in the long run. Be mindful that what you give out is a reflection of your brand, so going cheap isn’t always the way to go. I’m not asking you to break the bank or your budget, but here’s the deal: Your product needs to be effective, before it can be cost effective.

Printing ineffective information

This sounds like a no brainer, but don’t forget to include your website and contact information on the promotional item. The best product at the best price will be wasted if people can’t reach you. Granted, you have limited printing space to work with, so make every word count to reach your goal. A call to action isn’t a marketing maybe, it’s a marketing must! Premiums and promotional items included.

Not proofing carefully

How carefully are you reviewing the proof your promotional company is sending you? Take it from me, you may want to enlist others in your company to take a look too. Triple check the ink and PMS colors as well the actual imprint position. Once you’ve signed off on a proof and the job is in progress, additional changes will mean tossing out the old, and beginning from scratch. And, you know you’ll have to pay extra unless it’s not your fault.

Being stingy on quantities

Don’t be afraid to order a few extra premiums to have on hand for future events and surprise trade shows or meetings. Most vendors offer quantity price breaks where the price per piece decreases as the quantity increases. A company can often save 10 to 15 percent on an order by just adding more product. Plan out your event calendar and product purchases ahead of time and you can save big time.

Pay rush charges

This is one of the biggest mistakes marketers make and one of the easiest ways to reduce costs. Think and plan ahead! A typical production facility schedules weeks in advance so when a rush order comes in changes must be made immediately at the plant. A standard rush order can result in charges of 25% or more. A next day change for your million-dollar client can be – well, you don’t want to know. I’ve done it and saved the day and you could too. When you’re not in panic mode, ship by ground to avoid high freight charges. If you’re going to fly premiums overnight, why not save the money and travel yourself?

The bottom line is this.  Don’t rush through the planning stages of your promotional products campaign. Effective event purchasing can give you the results you’re looking if you use these tips on your checklist before you buy.

About the Author

Rachel Leone is a client and President of Leone Marketing.  Her firm specializes in finding perfect promotional products for trade shows and events to increase brand awareness, loyalty and recognition.  Rachel works with Fortune 500 brands as well as small business owners to engage, without a diamond ring. Her brainstorming sessions are noteworthy and complimentary. Contact Rachel at Rachel@LeoneMarketing.com.

Today I’ll be speaking at Constant Contact about PR Power on a Budget. There should be about 100+ people in the room and I’m on first. All good with me.  I sent in my presentation last week, practiced and decided on an outfit, with a backup just in case.

Does What You Wear Make an Impression on Your Audience?

If you said no, I’ll beg to differ. If you said yes, you’re right! I always tell audiences, “you are your brand wherever you go” and it’s no different on stage. There could be a roomful of prospects that are interested in what you have to say and perhaps wonder what you could do for them. In my case, they want to see me at my best, and I want to give them my best. The total package. I’m also speaking about my passion, “How to Market Yourself” or a variation of the PR theme.  Clothes do count so wear them well and smile for the camera!

Here are 5 Tips on Styling for the Stage or Giving a Presentation and Elevate Your Brand:

  1. Always dress a few steps above your audience. You are the expert and should dress like one. If you’re speaking from stage and are any good, the audience wants to aspire to be like you. Confident and successful. And if you’re selling, it’s even more important. Play the part with your dress, attitude and aura. You’re probably not selling a $49 service.
  2. Many years ago, I made the huge mistake of wearing a red jacket with a leopard collar to a blue chip law firm for a Ryder Cup Event meeting.  I thought I looked jazzy, but the client apparently didn’t think so.  I should have worn a more stylized ‘dress code’ selection, but I didn’t even think about it.  If you’re going to give a presentation to a conservative client or firm, don’t wear the leopard collar. Find something appropriate and accessorize gently. Learn from my 5 figure mistake.
  3. If the audience can smell your cologne, perfume or moth balls from the stage, that’s bad. I’ve been in elevators where I’ve held my breath and the ride to the 30th floor almost did me in. Everything you do has to be brand on, and that includes how you smell.  It seems foolish to even have to mention, but I’ve been at 2 events lately where it mattered.  I suppose I didn’t have to sit in the first row.
  4. Shoes count, especially with women. Women check out other women’s shoes. In fact, women check out everything.  And ask questions like, who cuts your hair and other sometimes personal questions you might think off limits.  My advice, answer at your own risk, or not. You were brought up to answer questions, but you don’t always have to.
  5. Tight dresses and short skirts. Men check out how tight dresses are and how short skirts are, but women take it all in too. Needless to say, refrain from daisy duke dresses and ladies, wear Spanx. Also walk in from the side of a room if you have the chance.  I talk about it in my upcoming book, why. Hmmm.

A few other suggestions.  Men, be sure that your pants are zipped because there’s nothing more horrifying than to have your fly open on stage.  No joke, not that I look, but I saved two speakers from a very embarrassing moment and let’s just say they were grateful.  And ladies, make sure that you have extra pantyhose, because runs really do look bad on stage. And the pink polish to stop the run, is so yesterday.

Wake up extra early too and get to your location well ahead of time. Have 3 copies of your presentation in different places or devices. As another piece of advice, just keep the most recent version. I once delivered a presentation to 300 people and it was a near final draft with notes I made to myself.  When I realized it on stage, I covered my mouth in horror then laughed. It was the most authentic presentation I ever gave and one of the most successful.

Go figure.

Style up your brand. Speak to build an audience. And have fun.

Life is short and you can’t be working all the time.

PS – Remember I gave 2 talks to University Students in Puerto Rico? The University of Puerto Rico had a television crew before my event and did a news segment on me, in Spanish and English.  I never expected it, but it was fun.  You can snag publicity while you’re on vacation! I’ll post the interview on Twitter. Follow me @RobinSamora.

Goal setting is one of the most important steps to achieving your dreams and a must have when creating a PR Roadmap. Writing down what you want is the first step in making your goals come true and giving yourself permission to revise them as you go along.  There’s also a science behind it. Read what experts have to say in this article, The Science Behind Setting Goals and Achieving Them from Entrepreneur.com.

The author, Jane Porter from Help Scout shared some valuable insights from psychologists and experts and broke setting goals into 5 steps.

Let’s look at them one by one.

  1. Have a growth mindset. Do you have a go for it attitude, not worried so much about how smart you are or what other’s will think?  How about what a mistake will mean?  Psychologist and Stanford professor Carol Dweck believes that a “growth mindset” can be developed over time and that your abilities aren’t fixed.  She shares more information here in this article from Harvard Business Review.
  2. Set meaningful goals. Challenging yourself to grow on a daily basis to what’s meaningful for you and having your goals be measurable are key points in John Norcross’ book, Changeology. In his words, “small steps together equal a giant leap.”
  3. Build accountability into your life.  There’s accountability for everything you do. If you don’t go food shopping, you can’t cook. If you don’t pick up shirts at the dry cleaner, you may go shirtless. (Kidding, but you get the point). Typically, there’s a penalty you have to pay. How much pain are you willing to tolerate?
  4. Don’t fill yourself with false hope. As important as ambition is, it can also lead to unrealistic expectations.  If you don’t get something done, you can feel like a failure. And, no one wants to feel that way. Janet Polivy, psychologist at the University of Toronto, calls unrealistic goal setting, false hope syndrome.
  5. Never underestimate the power of positivity. Leadership coach Peter Bregman suggests thinking in terms of focus, not the end goal. If you were a sales person that would mean concentrating on outreach rather than the exact number of sales you closed in a week.  “A goal points to a future you intend to reach; an area of focus settles you into the present.”

No matter how you look at goal setting, it can be daunting if you give it power to rule you. Reframe your attitude, take small steps that build upon each other and focus on what’s in the present, not far down the road.

That way you’ll feel like you’re making progress which will propel you even further.

PS: Changing your viewpoint and attitude can make a big difference in your end goal and how you see yourself and your business.  Schedule a PR discovery session with me to talk about what you’d like to accomplish this year.  My calendar is here or feel free to email me at Robin@RobinSamora.com.  Entrepreneur hours. So anything goes.

Landing a story about your business in USA Today is what’s called a mega media kit.

But two in one week?  While you’re on vacation?

Almost unheard of.

One Pitch = Two Stories

Earlier this week, I was soaking up rays off the coast of Belize when I received an email that my pitch from November was picked up by USA Today.  Woo! The article featured an interview on responsible tourism and how my business, Pay It Forward Global Retreats, was helping women around the world.

In addition to my initial pitch, the editor took an interest in the company that I co-founded and asked to feature it again in another story on female-founded travel businesses. Another Piña colada, please!

Check out my two major media hits in USA Today (lots of other businesses paid thousands for ads but I got these stories for free):

Pay It Forward Global Retreats Blends Business Travel with Responsible Tourism and 6 Female Founded Companies that are Changing Travel for Women  

You Can Do It Too

You just have to know HOW!

Let me teach you this year in one-on-one or private groups training for your team.

What will more press do for your business? And how can you leverage it to the max?

Let’s find out! Rent My Brain for an hour and I’ll explain how you can do it. You can ask me anything else about how to capture thousands of dollars in publicity in online and offline media.

P.S – Publicity snowballs. Period. If editors of trade journals, daily newspapers, weeklies, blogs, and online magazines like covering you in one of their stories, they will sometimes love giving you a second story because you’re such a great source. I’ll take you by the hand and show you how. Rent My Brain for an hour and see for yourself!    

 

Let’s face it. We all want attention. Some more than others.

But, if you’re a small business owner or executive on the rise, you want to be sure to get attention — to boost your image, gain credibility and be noticed for the expert you really are.  Here’s how:

7 Easy Ways to Get Attention without Selling Your Soul

  1. Make your email signature count. Whether you send 10 or 200 emails a day, your email signature tells a story – of who you are and how you think of yourself. Do you include multiple forms of contact, Skype information and time zone?  Are you offering your latest free report or a chapter in your newest book? How about logos of top associations you’re affiliated with? Put together your signature and personalize it to your brand and story. Stand out!
  2. Have a favorite reporter or editor in your industry? Why not set up a Google Alert to see what top reporters are up to? Once you get the ‘heads up’, you can decide the next course of action. Send a personal note? Small gift? Or, a Congratulations email?  Better yet – “I just saw this article (add link) and wanted to let you know I think it’s so on point“ (or however you feel). You’ll make an impression!
  3. One size doesn’t fit all. When writing to reporters, make sure your pitch is unique – at least the first paragraph. You don’t have to reinvent the wheel, but take time to research who you’re pitching and the types of stories they write. Customize each email as best as possible so they don’t look like they’re canned. Even if reporters don’t use your story, a well thought out and targeted pitch often goes in a file to be saved, not the trash.
  4. Spread good news. Been featured in the media? Awesome! Now share the love and use your own social media platforms to tell your audience. Use the same articles or excerpts in newsletters, presentations, notes to prospects, online media kits …and the list goes on. Market yourself as an expert and be a good promoter too!
  5. Be a Guest Blogger. If you like to write, consider being a Guest Blogger for other websites where your opinion counts. Say you’re an image consultant. Your expertise can be valued on a banking or real estate website as well as your own.  And, once is contact is made there are opportunities to connect even deeper. Don’t forget as an author that you’ll need a 50 word byline and bio – and hey, what about adding a link to your free report?
  6. Keep your website up to date. It’s been said we’re 9 months ahead of our website, and some of us lightyears! If you have a word press site, it’s easier to update more often – and by ourselves – with recent awards, testimonials and photos. Make sure your ABOUT page sings your praises. Note to self, include a monthly maintenance check too for those annoying broken links.
  7. Give attention without expecting it in return. I’m amazed at my community of giving professionals, small business owners and entrepreneurs and all their friendship. Giving comes in kind words, referrals, opportunities and forwarded emails, and everything in between. Givers get noticed, and chances are – that one time gift isn’t a random act.

I hope these tips help you as you build your business and get recognized for who you are.

There are hundreds more I talk about and teach to small business owners just like you!