Secret #1: Thoughts from the Dressing Room

Become  “media  ready”  by  looking,  feeling,  thinking  and  acting  like  a desirable multi-million dollar brand — even on a shoestring budget

Action Items:   You are your brand, wherever you go. Do you give off an energy of certainty and impression of increase so people will want to know you? Make someone’s life better in some small way, every day. Live life fully. Step into your greatness and your brand.

Secret #2:  Get Your Brand On

Cultivate and position a winning brand image that includes bio, photos, signatures, media kits and more.

Look professional, branded, together and ready for business. The press will feel more confident that you’re a player. You are your brand, so act like one that’s in a successful business.

Action Items: Look at your photo – does it look like you now or your high school picture? Can a prospect recognize you in a crowded room? Do you have a signature on your email? Does it give a description of who you are and what you do? Do you have a bio that includes some fun facts, or a cause you really believe in?  Look at your website with fresh eyes. Is there a headline on your home page with a call to action? Are all the links working?

Secret #3 –  Learn the Lessons Momma never taught you about being social

Are there misspellings? What does your branding say about you as an expert? What does it say to the media?

Leverage the power of social media to reach and impress media partners.

The thought of social media can be daunting if you don’t understand it. You don’t have to be everywhere, and do everything. Which social media tools do you like? Whether it’s Facebook , Twitter or LinkedIn (or others), pick what you’ll use and start engaging your audience. Stop worrying about being perfect. Make an effort every day to promote your business. You can make an impact with 15 minutes twice a day.

Action Item: Every day in some small way take an active role in being an expert, or noted in your field. Need content? Set up a Google alert on your ‘topic’ or ‘expertise’ and collect articles to share. Comment on what’s going on in the news. It’s OK to be a contrarian and have a voice.

Use social media to share your expert opinion so the press, as well as your prospects and clients, can notice you. Share content. Compliment others. Be a part of a caring community. Consistency and frequency count.

Secret #4 – Get on the Inside Track

Be a Publicity Insider — Take advantage of free publicity opportunities from HARO – Help a Reporter Out  www.HelpAReporterOut.com. Help A Reporter out offers quality leads for people in all kinds of industries to get noticed in the media – radio, TV , blogs and articles. It’s published 3 times a day, and it’s easy and free to sign up and get emails in your inbox. Journalists, editors, reporters and producers will post their queries on HARO and you can respond to them and get recognized as an expert.

Take the initiative and put yourself out there.

Action Item: Sign up for a free HelpAReporter account and take the time to respond to their emails. Create a one page template to answer press requests. Don’t be annoyed by the press inquiries, think of them as your assistant sending you opportunities to build your business and your brand.

Secret #5 – Be a media magnet, first. Darling next.

Tell your story often and clearly to gain media attention. Practice makes perfect.

Create and launch media releases that tell a powerful, memorable story that demands attention and generates results. Look at what you’re doing in your business. What’s press worthy? Are you speaking? Have a new product or service? Create a media release and send to industry publications, local media, and established contacts. It’s the who, what, when and why of what you’re doing – and can be as simple as a new office location, workshop, product or service, or being featured as a guest expert. Be clear and brief in all interviews and press opportunities and offer ‘soundbite’ quotes. Reporters have limited time – so make sure you grab their attention.

Make it easy for the press to find you and keep your PR engine going. When journalists and bloggers begin to see you showing up in the news, they’ll be more apt to follow you.

Action Items: Make a list of 5 things that you or your company could write a media release about. Have video footage? Even better! You don’t have to win the Nobel Peace prize to be recognized.

Secret # 6 –  Pitch Don’t Bitch

Stop complaining about the lack of press and do something about it. Pitch your story idea to newspapers, radio and TV stations, industry magazines, niche newsletters and blogs. They’re always in need of material. It can be an idea you have tied to a holiday or special event, tips on how a new product or service is helping customers, a community service project you’re involved with or a local event.

When pitching the media, be brief, concise and to the point. Make your headline interesting. You never know who’ll pick up your story and where it may go. Even if it’s controversial, it’s still news! And news fades fast, so keep the momentum going. Be mindfully persistent, not a pest.

Action Items: Create a bucket of ideas to pitch. Make them short and sweet. Are you a newly published author? (Hint, an e-book counts). Are you a guest panelist at a prestigious event? Do you have a new way of doing XYZ that will make a difference to more than just you? Learn to pitch with perfection.

Secret #7 –  The Press are friends you haven’ t  met  yet

Relationships that matter take time. Identify key press contacts and build mutually rewarding relationships that last.

Make it a point to do your homework and keep your eyes and ears open to top reporters in your region or area of expertise. Press contacts move around a bit, so try to stay connected via social media and keep email addresses current. A savvy admin can help with this task, but ultimately, you’ll be the one to decide who you’d like to watch and follow.

Action Items: A stranger is a stranger till the first hello. Make friends with reporters you find interesting. Follow them on Twitter, and learn the fine art of retweeting. Introduce yourself at industry functions. Send a note that you liked their article and you’re a fan, even if you disagreed with their view point. Send a lead their way. Start the process of ‘getting yourself known’.

Getting noticed by the press is a journey not a destination, and every step and mention gets your name out there. You’ll get recognized as an expert if you promote your brand often enough, everywhere you’ll go. It all starts with a decision to confidently stand out from the crowd.

 

It’s so much fun to see clients update their brands and showcase their expertise. One of the ways we’ve been helping business owners do this is with their e-books, and promoting them to their target audience.

One of my colleagues and clients is Ceri Rueneck from www.ItsYourCall.com 

Ceri is an expert at business to business telemarketing; cold calling, lead qualification, lead nurturing and trade show event follow up. She’s a powerhouse of information on the subject, as well as a speaker, trainer and yes – an author with her e-book, Cold Calling for the Clueless.

We targeted Ceri’s e-book via national media release to her target audience; the industrial market, manufacturing/production, enterprise software, and electronics and multimedia, to name a few. In the release, we highlighted her expertise, quoted her as an authority, and offered a link to download a complimentary copy of her e-book.

Every click drives traffic to her website and blog, provides her team with sales leads, and showcases her as an expert for speaking engagements – not to mention it’s a great press opportunity to build her brand.

I got an email from Ceri this morning letting me know that a request for her e-book came in from a business in South Africa. How fun.

Take what’s in your brain and put it on paper. Collect what you’ve been writing and gather it in one place. Re-purpose your content to make a product and share your expertise.

An e-book is just one way to showcase your brand. Ceri’s brand just went international.

How ‘bout your brand? Up for the challenge?

I started Let’s Make You Shine helping folks as a life coach, and believe without a doubt that how you live your life is how you lead your business. In fact, You Are Your Business. You personify the image of your company, and ultimately the direction it will take.

My own business transformed into PR and visibility strategy because my natural inclination is to help people be the best they can be in life and in their work – whether a budding entrepreneur, small business owner, or expert  in the marketplace.

Each of us has a gift to share that lights us up when we’re engaged and ultimately serves a greater purpose – though we don’t often see it immediately.  But when we do, kazam! All the pieces of the puzzle seem to fit together.

Getting press is fun for me, and I love helping others do the same.  There are so many hungry reporters looking for people like you and me to share their stories, insight and wisdom about every subject imaginable. I am reminded of the definition of an expert from one of my mentors;

An expert is someone who knows more than ten (10) people on the street.

Here’s a story I contributed to for Women & Co at Citibank.com. It’s about How to Hire a Life Coach: it directly relates to You Are Your Business!

‘Getting out there’ means expanding your horizons and making new connections.

Make the quantum leap from behind your computer into the spotlight. I’m happy to hold space for you.

 

It’s been a whirlwind of a month, with two of my family – three if you count a waggy tail, moving. Change and new beginnings come for many of us in September –sometimes like the wind. I remind myself and my clients, that the Chinese symbol for challenge and opportunity is the same. Perhaps fear and excitement may be opposite sides of the same coin as well. I prefer to be excited, rather than fearful, and to expect the unexpected!

With the recent change, I’ve been lucky to be spending more time at my lake house, and enjoying uninterrupted time here on the island with the freedom and flexibility I so cherish, helping clients with their business and PR strategy, visibility (and profitability) in the marketplace. It’s also been the busiest month of the year with my promotions business, www.partnerpromotionsinc.com, with over 80 street team events in 21 days for a Fortune 100 client.

I’ve been writing more as well, and have been featured on a few different marketing blogs and articles – one of which is here, an interview with MO.com – “You are your business, so rock it”.

There will be more changes to come, as we also combine the Let’s Make You Shine and Partner Promotions brands this Fall. It’s an especially exciting project, as we celebrate our 10 year anniversary in the promotions business.  We’re now working with entrepreneurs and small businesses – as well as bigger brands like Xfinity and Blue Man Group to expand their brands. It’s very clear that the same promotion principles of marketing apply; execution and fulfillment may just be different.

I’m on island time till October 1 – so feel free to call or email me if you have a marketing or PR question, or want to discuss an idea.

I just love September, you?

PS – Please click here and listen to Annette Naif, my Guest Expert on the Let’s Make You Shine Interview series.  Annette is a premier Event Planner, and Founder and Co-Chairman of the Event Planners Association for the New York City Chapter.   She produces upscale, seamless events nationwide, and the scope of her work include conferences, retreats, tours, incentive programs, sales meetings, galas, as well as parties – for a fun crowd.

Annette’s upbeat energy and bold passion for her work is her legendary trademark recognized by many of her clients throughout her career; Sebastian International, Sony Pictures, Columbia Pictures, Lakeshore Entertainment, Loeb & Loeb, Tamares Real Estate, MetLife and many others.

As seen at M.O. What’s Yours

MO: What influenced your decision to use your expertise in specifically helping entrepreneurs?

Robin: I’ve been an entrepreneur since I was a little girl, selling potholders on my bike and Girl Scout cookies door to door. Both of my parents were also entrepreneurs, so it was natural for me to think about business, and we talked about it all the time. I didn’t realize how much I could help the small business owner until I looked at my own experience helping major Fortune 500 corporations expand their brands, to get attention. I realized the ideas and principles were the same, only on a smaller scale. I love the fact that the entrepreneur has a dream, a vision, and passion to make it happen. This excited me because I could use my experience and creativity to help them succeed, and feel the impact personally.

MO: What are some tips for a new business looking to expand their brand and increase visibility in a crowded marketplace?

Robin: This could be a half day seminar – but here are some thoughts! First, above all — you are your brand. Let people know who you are, and get out in the marketplace. Get out from your computer. Be comfortable with promoting yourself, everywhere you go. Attend networking events, have a non-traditional approach to meeting people, and be open to try new strategies for connecting. Engage in social media just 30 minutes a day. Make HARO.com (Help a Reporter Out) your best friend to get press mentions. Write articles for industry journals, and a blog to increase your SEO. Get a feature story in your local paper, set up open office hours at a coffee shop and use a laptop ad to promote your business. Show your expertise any way you can and don’t be embarrassed to promote yourself. Your main business should be getting your name out there in business, and in your community. This will give you a competitive advantage. Be consistent, make the time to expand your brand, and be true to who you are. Love yourself, love your business!

MO: Can you provide some advice that entrepreneurs can gain credibility and PR as an expert in their field?

Robin: My advice to gain credibility as an expert is to be proactive and seek out opportunities to get press, and be featured as an expert. The internet is your oyster. Be a guest blogger, be interviewed on Blog Talk radio, answer questions in business journals, get speaking gigs about your expert topic — even if you’re speaking to a small audience. Lead a panel, share the platform on a webinar, be a guest on a teleseminar series, post on other people’s blogs as an expert. Teach a class. Take all of your press mentions, and everything you’ve done and include it on your website, and link it to your social media accounts. The bigger your footprint, the more you will be recognized. The added bonus is that you become more confident, and believe in yourself as the expert you really are.

MO: What inspired you to create the, Let’s Make You Shine Fund, which empowers young women with a gift, to further their education? What kind of impact have you seen the fund make so far?

Robin: This is my inaugural year with the Let’s Make You Shine Fund. I’ve always believed that we all have gifts, and when you give back and share, you get so much. My first recipient will be using her scholarship to attend Holy Cross College. She was an exceptional candidate, and her plans are to study medicine. My only request is that she, and all others who are recipients, pay it forward at some point in their lives. If each one of us shares their gifts and pays it forward what a better world this will be.

MO: What are some examples that you help your clients be big and bold for getting the best results? Not sure I understand this – but here goes

Robin: I like to co-create opportunity and visibility plans with my clients and listen to their hopes and dreams for their business. We look at where they are, where they want to go, and where they’d like to be noticed. We’re all so busy in our own world that we sometimes can’t see the forest through the trees. My passion is to take my client’s vision, show them a path and ideas on how to meet their goals and objectives. Then it’s all about inspired action to get results.

MO: What’s the most exciting thing on the horizon for you personally or professionally?

Robin: I’m working now on developing a plan to help entrepreneurs get more media coverage. It’s exciting , and a great opportunity to build my own brand. Everyone deserves to shine.

Besides helping clients grow their business, I’m excited to be helping entrepreneurs with PR Strategy and Idea Generation, to gain much needed visibility in the marketplace. By being noticed as an expert, there’s more opportunity to be recognized in your industry, and respected by your prospects – who want to know more about you, and potentially buy your products or service!

Being a guest expert on the radio provides an easy way for the entrepreneur to reach out to a captive audience. You can talk about what you know (your compelling topic) in conversational style, and the time commitment is reasonable — usually less than 20 minutes, unless you have special arrangements with a producer. As an additional benefit, most shows are recorded so you can use the content as a downloadable link on your website, as a promotional link, or part of a podcast.

To find the best fit for your subject matter and style, make Google your best friend. Research the type of radio show you want to be on and investigate the format. Make a list of the stations, segment programming, and producers that appeal to you, and take the time to listen to a few different interviews. Picture yourself as a guest, and if the show resonates with you, go for it. Practice makes perfect in all that we do, and there’s a process to becoming media savvy.

Here are a few helpful hints for a smooth radio interview:

  • Have a list of talking points and make sure you hit them, graciously.
  • Use a land line, not your cell phone.
  • Lovingly lock your dog in the car with open windows (not your kids, please) and have a quiet space to talk, without interruption.
  • Disable call waiting.
  • Keep your energy high and smile while you’re talking. It does make a difference!

I work with entrepreneurs not only getting them Press without Stress, and answering Insider Media Requests, but also creating pitches for newspapers, magazines, radio and TV. You actually are quite press worthy, but may not even know it. Get some creative input, dig deep and put your best foot forward.

Be bigger, bolder and brighter in the marketplace.

Get Ready to Stand Out In a Crowd.

Have a great Memorial Day weekend!

Click Here to listen to listen in on Enterprise Radio host Eric Dye & guest Robin Samora discuss the following:

  • Who is Robin Samora and what qualifies you as a Business and PR strategist ?
  • Who needs your services?  How does a client work with you?
  • Can you give us an example where you’re especially proud of the success of one of your clients because it shows a direct result from your counseling?
  • Name the symptoms experienced by someone who needs to embolden their lives by strategizing with you?
  • Why can’t people sort this out themselves…what does strategizing with you provide them that they can’t do on their own?

TIP: You are your own brand and you need to market yourself with that in mind.  Identify who you are and what your company stands for before hitting the road with the latest PR gimmick. What good is it if the world sees or hears you and thinks of fuzzy kittens on your YouTube video, but you’re selling hardware? You need to develop a strategy for your self-promotion that just doesn’t get you out there, but instead gets you out there with meaning, with creativity, and that’s consistent with your business mission. You need to be able to stand out in a crowd.

Robin Samora is a business and PR strategist who helps entrepreneurs take a leap of faith to make more money and get recognized in a crowded marketplace.  Her passion is coaching professionals to expand their limits to get the business and attention they deserve – so they can share their gifts and profits with the world.  With a background in business and marketing, Robin not only drives clients to uncover their personal profit centers, but she goes one step farther – she works with her clients to uncover unique strategies to bring their messages to the masses. Robin is a life-long entrepreneur, idea-generator and the founder of the Let’s Make You Shine Fund, which empowers young women to advance their education and use their special gifts to help others.

The act of writing down my vision for my business and life has brought me great clarity and almost a step-by-step map (if I follow it) to fulfill my greatest dreams — acknowledging, of course, the potential for adventure and a sense of humor in a plan bigger than my own, and an automatic course correction lever that is sometimes out of my reach, like a 7th shift on a manual transmission. (Little did I know until yesterday, that race cars have these shifts on the steering wheel!)

When you have a plan and create a road map before you start, you can work with speed. Just be open to the journey and accept surprises along the way. When you’ve mastered the trick of enjoying life’s attractions and distractions with curiosity, you can keep the momentum going — towards success as you define it.

My passion as a business and PR strategist is to help you be more in tune with where you want to go and to act as your business GPS to uncover the most productive way to get there, even if we sometimes find ourselves “recalculating” the route.

My ultimate goal for you is always the same — to make more money, get recognized in the marketplace and stand out in the crowd in a career built on your passion. By doing this, you can lead a bigger and bolder life, and ultimately, give back, big time. Not just helping one, but helping thousands.

My map is worn and torn, but serves me well.

What does your map look like?

With the launch of some exciting projects coming up and the need for substantial investments that will drive the success of them, I found myself asking , “Am I nervous about this or excited”?

It’s amazing the words we use when we talk to ourselves and how they set the tone for how we feel.  For me, when I feel nervous, I feel fear. When I flip the nervous card to excited, I feel a sense of joy and anticipation, expecting the best. When I’m excited, my vibrational level is high vs. low when I’m afraid. I’ll be honest, I’ll take a high vibration any day!

When I speak with my clients about what’s stopping them in their business, they almost always tell me they’re afraid. They don’t know what to do, what to expect, or how it will turn out. My job and theirs (as we always co-create) is to get to the core issue and flip it. There are always options.

Myth: You don’t know what to do

Truth: Most entrepreneurs I work with are “experts.”  What’s an expert? One mentor told me that an expert is knowing more (about your topic) than ten people on the street and having the guts/desire to share your knowledge. Are you making money at what you do and reading this? Then you are an expert.

Myth: You don’t know what to expect

Truth: We’re not mind readers and we really can’t know everything that may happen, nor are we in  charge of everything. Wouldn’t that take the fun out of life?  So, will there be surprises, setbacks, wonderful phone calls, and opportunities for growth? You betcha. And, expecting the best in any given situation is far more calming than expecting the worse. Expecting the worse is like being married to Debbie Downer waiting for the next shoe to drop. How does that serve you?

Myth: You don’t know how it will all turn out

Truth: Neither do I, but I can take a pretty good guess at what will happen when you set your intention, use your experience as a guide, work with passion, keep learning and stay with it. Truth is, most people give up way too early.  If success were that easy, everyone would be doing it. Do you want to settle with the SOSO (same old same old)? That’s a N-O for me.

Truth: I’m excited about my businesses and how I will Rock It in 2012. I’m excited about my new Let’s Make You Shine Scholarship Fund helping young women go to college and share their gifts. And, I’m excited about the upcoming holiday season, spending more time with my kids – and seeing them grow up , be independent and having fulfilling lives on their own.

Was I nervous when they were teens? You betcha. But, I learned to flip it, and expect the best.

This week, I’ve been away at an Internet Boot Camp which has taught me some behind the scenes techniques that I’ve never heard about, thought of, or imagined. It’s amazing to learn new strategies that can impact your brand or products, and influence who sees your message and acts on it. Targeted links that with the click of a mouse or push of a button can elicit reactions or buying decisions – all over the world — based on brilliant keyboarding hidden from the eye. Amazing to observe, and fascinating to explore!

Since it’s impossible to know everything, conceptual knowledge is important, especially in your field or what you have interest in. That’s why I took this course and others on a consistent basis. To learn. To stretch my thinking, look at the world from another viewpoint and meet others who will teach me their insights or tricks of the trade. To be open to do things a different way, because the SOSO (same old same old) doesn’t always work, especially when we want different results.

I’ve always been a proponent to change things up, even when I’m fighting and screaming the whole way. One of my favorite coaches who had a great impact on me recently told a fellow colleague that I was “the most resistant person she ever met.” I thought she was joking really. But, she wasn’t. I was fortunate to learn what I had to from her, and since then, my life has been transformed. It wasn’t easy. I challenged my learning curve and hers, but came out on the other side, blooming. What a journey, with so many stops along the way. For now, I came home to Me, and where I’m supposed to Be.

Today is 11/11/11 and whatever you think or believe in spiritually, on paper it’s a date with a series of numbers. Perfectly balanced. All ones.

Worldwide You is about You as #1 in this world, and a choice to acknowledge who you are and expand your horizons in a bigger, better and bolder way to make a difference in this world.

My experience is that when you’re comfortable in your own skin, you can travel freely through all circles of life, helping others who aren’t ready yet to be #1.

Worldwide You.

It’s a good thing. Whenever you’re ready.

Rock on,

Robin