Game Set Watch
New ideas and suggestions to help you build, enhance, and protect your brand's reputation through PR, intelligent marketing methods, and media.
Our contributors are Marsha Friedman and her company News & Experts, Joe and Kalindi Dinoffer of Oncourt Offcourt, and many others.
Marsha Friedman launched EMS Incorporated in 1990. EMS was bought by News & Experts in 2018. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports, and entertainment.
She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.
Can 2020 Be The Year That Sets You Apart From Your Competition?
New year, new decade, new opportunity to distinguish yourself from your peers!
I always find the approach of New Year's Day invigorating because it gives us the opportunity to take a step back, review where we're at in life (and in business), and consider where we want to go.
There's something magical about Jan. 1. It's like the world says to us, "You get another chance!"
So, as you take advantage of that "new chance" and make your business plans for 2020, let me remind you of something that might not be at the top of your priorities list, but can differentiate you from your competition, and if leveraged correctly will open the door to greater success.
I'm talking about getting interviewed or quoted in the media. Each time a newspaper reporter turns to you for an insightful quote, or a radio or TV show host interviews you on the air, you are building your brand as an authority in your field.
You can then leverage this media exposure by sharing links to your press coverage on social media, on your website, and in your marketing materials. Potential clients who are trying to decide whether to hire you or your competition across town are going to be impressed that it's you - not the other guy - who the media turn to for expertise.
But to accomplish that, publicity can't be an afterthought.
With 2020 nearing its arrival, let me offer three essential steps that will get you started on this journey and keep you focused:
Make a decision. You have to make a conscious decision that this is the year you will go all in and do what's necessary to promote your personal and company brand. Then (and this is really important!) stick to that decision no matter how many obstacles you encounter. Publicity is tough sledding at times and success isn't always immediate. Maybe you craft what you think is a wonderful pitch for a story idea or radio interview segment, but the local newspaper doesn't bite or the radio show host never replies. Persistence pays off in the long run, and in the process, you're learning what engages the media's interest and what doesn't.
Set a budget. As with anything else in business, you spend money to make money. How much? That will depend on you, your message and your goals. Do you plan a do-it-yourself publicity campaign? Do you plan to hire someone in-house to execute your campaign? Or do you prefer to enlist the aid of a PR firm? Regardless of your approach, you need to make sure you've set aside the necessary funds to accomplish what you set out to do.
Commit the time. If you aren't prepared to carry through on this step, then the first two steps won't make much difference. I've witnessed publicity campaigns fizzle because a client wouldn't take the time to be interviewed by a journalist from a top-tier publication on short notice, or provide answers to questions from a reporter who's on a tight deadline. Yes, it can be a pain and I realize you have other responsibilities, but you must find ways to make the time. If you're not willing to do that, the newspaper reporters, radio show hosts, and TV producers will find someone who is.
When you think about it, vowing to make publicity a priority in 2020 is much like any other New Year's resolution. You have to make a decision about what you want to accomplish, make sure you have the resources you need to accomplish it, and then commit to following through.
Do those things and 12 months from now you'll be able to look back at your 2020 publicity efforts and realize how the recognition you've gained has set you apart from your competition.
Here's to a wonderful and productive New Year!
P.S. If you want professional advice on getting the most out of your publicity efforts, give us a call at 727-443-7115 or simply email me here.
In this episode of Game Set Watch, Peter Freeman talks about his observations about the number 1 marketing mistake people make and the solution. For more creative resources, visit www.OnCourtOffCourt.com.