MARSHA FRIEDMAN, PR
Marsha Friedman's company News & Experts represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports, and entertainment.
Marsha Friedman doesn’t like sitting still. As a prominent businesswoman, she has run her public relations firm successfully through prosperity and adversity, ironically having one of her best revenue years in the midst of 2009’s recession. As a publicity expert, she has authored the book Celebritize Yourself.
Marsha Friedman launched News and Experts in 1990. Her PR company represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports, and entertainment. Some of the more prominent names on her client roster are Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, The Temptations.
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.
Your Business, Your Book, Your Brand; Making It All Come Together
By Marsha Friedman
When Authority Magazine interviewed me recently for a series the publication has been doing on "Five Things You Need to Know to Become a Great Author," I realized a couple of things.
First, providing quick answers to the journalist's in-depth questions would not be an option. These questions required careful thought, introspection, and even a little reminiscing on my part!
But it also hit me that the end product - published online by both Authority Magazine and Thrive Global - includes lessons that might be of interest and value to you, because the journalist and I covered insights about writing a book, about being an entrepreneur, and about how I built and grew my company over the last 30 years.
I had popped up on the magazine's radar because ForbesBooks had released my new book Gaining the Publicity Edge: An Entrepreneur's Guide to Growing Your Brand Through National Media Coverage.
I always tell clients that when the media comes calling, be responsive. So, when this particular interview request came in, I followed my own advice and began crafting answers to such questions as "What is the one habit you believe contributed the most to you becoming a great writer?"
The journalist's questions - and my responses - led the two of us on a retrospective journey that began in 1990, when I launched News & Experts, and continued through many highlights, lowlights, and humorous interludes right up to today.
Certainly, it was fun for me to revisit these moments, but let me share a few takeaways that I think can help you if you are an author, an entrepreneur, someone trying to promote your brand or a combination of all three.
Be open to unexpected opportunities. I never planned to go into public relations, but I did have an entrepreneurial spirit. PR is just where that spirit led me three decades ago when a business associate, who knew I loved talk radio and understood it well, asked me to help get him booked as a guest on some radio shows. I agreed and told him he would need to pay me only if I was successful. That concept - getting paid for results rather than the best effort - became the foundation of my business. My career might have gone in a completely different direction if that colleague hadn't sought my help. So, be open to opportunities. You never know when they might materialize and where they might lead.
View missteps as a chance to learn. Anytime you start a business, you will make mistakes. The good news is those mistakes can teach you important lessons. One of my early missteps happened when my first big client wanted to be booked on national TV. At that time, I had only booked talk radio and knew nothing about pitching to national TV. I summoned my courage and placed a call to a producer at a top show never really expecting I'd get him on the phone. But, as luck would have it, he answered! After listening to my pitch, he asked if I had ever watched his show. With much embarrassment, I admitted I had not. His advice: "Don't pitch to a producer for a show you know nothing about!" I wanted to hide under my chair for such a rookie mistake. But that experience taught me an important lesson: To have success for my clients, I needed to know the shows and publications I was pitching, what their format is, what their specific needs are, and how they wanted to be communicated with.
Zero in on the right message, then write your book. If you plan to write a book, you must first find a message you are enthusiastic about. (After all, that message needs to sustain you for maybe 200 pages, so you better be passionate about it!) You also need to decide who your target audience is and how they will benefit from your message. Finally, you want to take an approach that is uniquely you. Chances are, plenty of books exist on the same topic. You want to identify what it is about you that separates your book from all those others. That message will also become a crucial part of your marketing and the promotion of your brand.
Of course, these are just a few tidbits from what I shared with that journalist. You can read the entire interview here.
Oh, and do you remember that question the journalist asked about the habit that contributed the most to improving my writing? The journalist offered suggestions such as persistence and discipline, but I chose consistency, which wasn't on her list. For me, the more I write, the better I write. What got me to where I am is writing, writing, and writing some more.
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 reply to this email.