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.
- 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 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.
- 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.
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.
- 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?
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.
- 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.
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.
- 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!
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.
- 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!