I’ve been known to put clients through the funnel. That doesn’t mean that with a wave of a wand and ‘Abracadabra’ they’re liquid. Sometimes we have to sacrifice details to get a clear message – because a confused mind doesn’t buy.

Here are 5 Ways to Make Your PR Message Clear

1. Boil down your message into one sentence and not a paragraph. My message is:  I’m a PR and Small Business Marketing Consultant that helps you turn prospects and customers into raving fans.

2. Next, add building blocks by providing examples. How do you do that?

  • For Grammy ® nominee Laura Sullivan, we created a social media strategy that engaged fans and pitched the press for feature stories which helped her gain media attention and the award.
  • For Pay It Forward Retreats, we pitched the press and got a full length interview and mention in USA Today, two times in a week.
  • For a promotional products company, we created a multi-platform visibility campaign highlighting the founder’s solid marketing and tradeshow experience and aligned it with her brand to build credibility and generate leads with established brands.

3. Target the right audience. If you’re a vet, you won’t want to pitch to fashion vloggers, unless of course you’re coming out with a new line of scrubs or what I call vetwear; (that url is available BTW, in case you were wondering). Talk to prospects who are in your target market and keep testing your message until they buy (over and over again).

4. Keep your eye on your message.  You are the expert and your brand wherever you go.  Protect it and correct it. Write as an authority and influencer and reconfirm who you are and what your message is. Be consistent and constant, always and in all ways. Published writing builds credibility.

5. Create a support system of professionals, friends, JV affiliates and allies. If you find trusted partners you’d like to work with, set expectations and agree upon them in advance. By doing that, you can promote each other and all win.  I’m a big fan of free publicity and helping people out. Pave your PR Roadmap with good intention.

When you keep your message clear, calm and concise, run with it.

It doesn’t have to be a marathon.  It can just be a jog around the park – with your target audience gathered there for an afternoon.

PS – I had two fun speaking engagements in Puerto Rico last week at the Catholic University of PR and the University of PR, Mayaguez. Students abroad are just as interested in learning marketing tactics and publicity techniques as here.

Coming up – Join me, Christina Inge, Jeannette O’Neil and Heather Jackson at our Mastermind Workshop. Learn How to Develop and Manage Your Online Brand. Tuesday, March 1.  It’s at Constant Contact Headquarters and it’s FREE 10a – 2p. Space is limited – Register here  Can’t make it?  Sign up for a 15 minute Discovery Call. Ask me your burning PR question and I’ll answer it as best as I can – or find the answer for you!

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!    

 

[contentbox width=”650″ borderwidth=”1″ borderstyle=”solid” bordercolor=”000000″ dropshadow=”0″ backgroundcolor=”FCFCFC” radius=”0″]PR expert Robin Samora shared advice on how to create a PR map and generate buzz at the inaugural Women in the Pet Industry (WIPIN) on August 23-25 in Portland, Oregon. Joining Samora as her special guests were two extraordinary women who beat out a number of worthy candidates to win a scholarship to attend the event. [/contentbox]

Robin Samora, the principal and founder of Boston-based PR firm Robin Samora Inc., shared her experiences, insights and advice on how to create a PR map and generate buzz at the inaugural Women in the Pet Industry (WIPIN), which was held on August 23-25 in Portland, Oregon.

Samora’s talk, which took place on August 25 at noon, was delivered to an audience of women pet professionals, including renowned CEOs, award-winning entrepreneurs, product manufacturers, vets, sitters, groomers, trainers, artists, writers, boutique store owners and others. Coverage of Samora’s talk included:

  • understanding the real purpose of PR
  • why good PR matters today more than ever before
  • how to create a customized and practical PR visibility plan
  • little-known PR secrets that elevate – or undermine – the best laid plans and strategies
  • the right way to pitch news and how to build valuable relationships with the press

Samora was also tapped by WIPIN organizers to join a panel of PR and Marketing experts to field questions from audience members and provide advice and tips on how to position a business for greater visibility, how to make a positive difference in the pet industry, and more.

In addition, joining Samora at the WIPIN Conference as her special guests were two extraordinary women who beat out a number of worthy candidates to win a Robin Samora Inc.-sponsored scholarship to attend the event:

  • Kathy “Kat” Albrecht, a pet detective, author and trainer who was formerly a police officer, field training officer, police detective, and K9 trainer
  • Beth Larsen, the chief dog bed wrangler of Waggletops, which makes custom-fit covers for dog beds and shelters around the world

All candidates were required to submit an essay describing how they were making a positive difference in the pet industry today, and how they would leverage the scholarship to “pay it forward” in the future.

“I’m thrilled to have sponsored these female entrepreneurs who have a vision to help animals and make a difference,” commented Samora. “My late dog Lucy was my best friend, and also an inspiration. In Lucy’s memory, I’m honored to support these amazing women, and help them make a lasting, positive difference in the lives of pets and people in their communities.”

For additional information or media inquiries, contact Robin Samora at (617) 921-3448 or robin(at)RobinSamoraInc(dot)com.

About Robin Samora Inc.

Telling a story is personal. Sharing it is an art. Technology makes it global. Robin Samora Inc., a Boston based PR, branding and promotions firm blends all three to take its clients’ businesses and brands to the next level. With clients like Comcast, WBZ-TV, and a roster of authors, entrepreneurs and experts nationwide, the firm prides itself on being a “Promotional GPS” that takes its clients’ brands where they want to go to be seen, heard, engaged and remembered. With over two decades of experience, the firm is as comfortable on major media highways as it is on out-of-the way niche back roads.

Learn more at http://www.RobinSamoraInc.com

It’s with great pleasure that I announce Sahendy Estevez, a Latina graduate student from the Monterey Institute of International Studies, as the winner of the Robin Samora Inc. Scholarship to attend the Vocus Demand Success Conference in Washington, DC.

Sahendy’s goal is to work in the field of counterterrorism intelligence and make a unique contribution to the U.S. Security initiatives and diplomacy in the Middle East.

Her vision is to become a mentor and leader for women in the intelligence community and serve with distinction in the field of public service. She hopes her journey can serve as an example of motivation in order to shape the next generation of strong female leaders.

Originally from Lawrence, MA, Sahendy told me, “not a lot of women make it out there, especially without mentors – and I’ve been fortunate to have people believe in me.”

Those who know Sahendy forwarded her this scholarship opportunity which was posted primarily via the internet, media releases, news alerts, Twitter, Facebook and women’s groups. Information on the scholarship was also sent via personal emails to influential women in the PR and marketing community, educational fields, and colleagues of colleagues who want women to succeed, and ultimately make a difference.

Paying it forward is a decision each one of us can make.

How can you pay it forward?

Congratulations, Sahendy. Thanks for making a difference, and our world, a safer one.

Enjoy the Demand Success Conference!

Robin SamoraRobin SamoraI’m happy to announce a Full Scholarship to the Vocus On Demand Success Conference in Washington DC, June 20 – 21.  This scholarship is for an inspired female student or college graduate who is interested in Marketing, Social Media and PR and wants to make a difference in this world.

You may think I’m crazy, but I also posted this on Craigslist in DC under marketing and PR jobs.  Why not? Maybe I’ll find a grad who wants to give back and pay it forward. Better yet, maybe you’ll want to apply or pass it on to an outstanding young woman in your circle.

Here’s the deal.  There’s a short application process/essay that you need to write and it needs to be done quickly – by June 3 (give a day or two if you need it).

Read the details here.

I think it’s important to give back and pay it forward. Do you?

Please pass this on — for the right person, it’s an amazing opportunity!

Thanks for sharing in a very big way!

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.

I am always delighted, and wonderfully grateful for the goodness factor that is inherently part of us – no matter where we may live, visit or travel.  It’s a human trait I believe, to be kind when fear isn’t involved, or lack isn’t present.  When we just are, who we are.

During our wonderful and warm week on vacation, we discovered my daughter had lost her wallet, perhaps at a TCBY yogurt shop some twenty miles from our hotel.  A bit frantic, we searched the room, sandy towels, and everything in between to see if we could find it. No such luck.  And, no luck when we called the shop.

I believe without a doubt that Karma rules. This is the second time, thousands of miles from home that a stranger showered kindness and went out of their way to return items left behind.

The first, in the bustling capital of Panama with a camera, and the second, returning a wallet full of cash and ID’s in the Cayman Islands.  The world is a good place, my friends, and if you share that energy, it will be good to you.

Lucy Bodden, who works at a bank in the Cayman Islands, found the wallet on the ground at TCBY, but couldn’t find us.  She called her friend in immigration to help, but she didn’t pick up.  She found the hotel key in the wallet, and called, but my daughter wasn’t listed in the computer system. She then drove 20 miles or more, to the hotel and asked the front desk who the key belonged to, and they called the room.  We were there.

We met Lucy, gave her a hug, and thanked her for her honesty and going out of her way to find us. She didn’t want a reward, just told us that if it happened to her, she would want someone to do the same.

Karma is a beautiful thing. People are inherently good, and Lucy Bodden is one of the millions of unsung heroes who helps others every day.

As John Randolph Price said, “The good of the whole does begin with each individual.”

Life is good, pay it forward, and a special thank you Lucy Bodden .

Enjoying life, business and the pursuit of happiness, back in Boston