Anthony Mora Communications

The PR Advantage

2009-04-20T08:52:00.000-07:00

McGraw Hill did a study and found those businesses that boosted their public relations, marketing and advertising during a recession grew 275% over the 5 years proceeding. However, those businesses that cut back, if they were still in business, only grew 19%. That's pretty striking. It doesn’t take a genius to see that the worst business decision you can make, particularly in tough times, is to cut back your marketing efforts.

The beauty of PR is that any media coverage you land, is media you can then promote. Let's say you never receive one call as a result of a magazine article. It's still valuable. You just need to work it. Become the story's distributor - and I mean distributor in the most basic sense- circulate your story, spread the word, mention the story in your biography and fact sheet, use it when pitching other stories, let other media outlets know that you were featured in the article. Duplicate it and use it as a press sample. Use quotes from the story in your mailers, newsletters, ads, and marketing to help you cement your existing client base. If you have employees, distribute it through your company as a form of internal publicity. If used correctly, you can turn this article into a most powerful marketing tool.

That article can be used to pitch a producer land you your next TV interview. There is a wide range of ways that your media can be utilized to help build and grow your business. PR offers unique advantages; you become the trusted expert, your product or service becomes the news. But none of these advantages will serves you if you don’t start the process. Remember the McGraw Hill study. A business is never going to stand still it's either going to grow or shrink. The choice is yours.

Copyright © Anthony Mora 2009

For further information visit:
www.AnthonyMora.com

PR for Attorneys

2009-04-17T12:43:00.000-07:00

By Anthony Mora

Synopsis: An attorney who is featured in the media is the news. He or she is featured as an expert in the field. Different forms of advertising and marketing can serve their purpose, but only PR has the ability to offer credibility and validation. PR, the law, and the media have a symbiotic relationship. The media and the public need experts to discuss legal issues and attorneys need the media to reach their target market and position themselves as experts in their fields.

Not all that long ago a debate about legal marketing would have been unthinkable, but after the Supreme Court ruled that antitrust law prohibited the American Bar Association from regulating how lawyers run their businesses, things changed. The legal field was dragged - kicking and screaming - into the business world. Attorneys who traditionally had been ill-prepared to function in the business world suddenly found themselves in the unenviable position of taking a hands-on crash course in business survival.

For years, in the legal world, apart from being perceived as vulgar, marketing was considered unnecessary. It was assumed that clients would automatically and miraculously come forever. As a result, attorneys erroneously believed they were sheltered from the demands placed on other businesses. But that is not the case. Marketing is essential and, of all of the forms of marketing available including advertising, direct marketing and Internet marketing, an effective public relations campaign remains the most effective form of marketing available to attorneys. Media relations is the only form of marketing that can reach a target market and offer credibility and validation. Think about it, if you were to read an ad for an attorney in a newspaper, or read an article about that same attorney discussing a specific case and being interviewed as an expert in the field, which would grab your attention.

As with physicians, it's important that attorneys pay close attention to how they are going to present themselves to the public. Different forms of advertising and marketing can serve their purpose, but only PR has the ability to offer credibility. An attorney who is featured in the media is the news. He or she is featured as an expert in the field.

Today, savvy attorneys and law firms view public relations as an integral component of their business strategy. They are learning that they must change their perceptions to remain competitive. Our PR firm has placed attorneys in a wide range of media outlets, including 60 Minutes, CNN, NBC, Fox News, the Los Angeles Times, the New York Times and various other media outlets. Depending on the situation, we have focused on specific cases that an attorney was working on, having him or her address that case; or had an attorney discuss a topic that was currently in the news. In this way, the media gets its story, our client is presented as an expert on national and or local media and the public, is educated on a specific case or point of law.

Public education is a key factor; to be effective in the media attorneys need to view themselves as educators. PR, the law and the media have a symbiotic relationship. The media and the public need experts to discuss legal issues and attorneys need the media to reach their target market and position themselves as experts in their fields. After all, we live in the information age and no profession, field or practice can avoid its effects. Professionals who understand the process and actively take control of the information are the ones who will succeed.

Why PR Is The Most Effective Branding & Marketing Tool

2009-04-13T07:41:00.000-07:00

Let's say you read an ad for an attorney in your local newspaper. The ad tells you how wonderful the attorney is, what she specializes in, what services she offers, and how to contact her. Now let's say you read an article about that same attorney. The article profiles her and tells you about a case she just won and the impact that case had. Both pieces you read are in the newspaper. Both have to do with the same attorney, but which one would impress you the most, which would you pay more attention to, the ad or the article? My bet is the article.

Why? The ad is informative, but it's paid for by the attorney. So, do we completely trust the information? We are aware that whatever the ad says was either written by the attorney or someone hired by the law firm and the information is being controlled. The article is a news story. It is a third person account. It has been vetted by a writer and an editor. That doesn't necessarily make the article more factually accurate than the ad, but it is perceived differently. The media's job is to tell a story and to give the reader information, whereas the ad is meant to sell.

For that reason the article offers the attorney more validation and credibility. People tend to trust an expert who has been featured in the media more than one they see in an ad or a commercial. In a nutshell it's the ability to offer that credibility to give the reader that sense of trust that makes PR is the most effective form of marketing and branding available.
Copyright © Anthony Mora 2009
For further information visit:
www.AnthonyMora.com

The Most Important PR Secret

2009-04-08T12:38:00.001-07:00

By Anthony Mora

Synopsis: What most entrepreneurs and companies don't understand is that often the main job of the PR firm is to find the right story. It's often not the obvious story that works, because that's the same angle that the competition will be pitching. Without the right story and tone, you have a weak campaign, at best. Finding the right story, that's what it all comes down to.

So often it comes down not to what you say, but how you say it. Everything from your tone of voice, the speed of your delivery, your body language and your eye contact influences how your message is received by others. There is also how you frame the information you are giving. For example, let's say you were considering a surgical procedure. If your physician explained that the surgery had a 15% fatality rate. How would you respond? Now imagine you have been told that the surgery had an 85% survival rate. Would the reframing of the information alter your response to it? Both sentences are basically giving you the same information, telling you the same story, but how the information is delivered and framed impacts how the listener will react.

The way you deliver your message, is as important as the message itself. When you tell your story to the media, you need to tell it not only so the media will understand it, but will react to it. One of the toughest jobs that a public relations firm or PR consultant has is explaining this to a client. When most people hire a PR agency they do so thinking they know their story. From their perspective all the PR company has to do is take the story to the various newspapers, magazines and radio and TV outlets and the press will be beating down their doors to do a story. What most entrepreneurs and companies don't understand is that often the main job of the PR firm is to find the right story. It's often not the obvious story that works, because that's the same angle that the competition will be pitching. Once the story, or better yet stories, have been identified, the next step is to understand how to pitch and present that story to the press.

So when launching a media relations campaign, keep in mind this is truly a case where haste makes waste. If you try to rush out with the first story idea, if you don't give time to the process and to brainstorming various story ideas and angles, chances are you're going to miss a golden opportunity. Keep in mind, each message needs its own special presentation, approach and delivery. Once all those elements are in place, you're set to launch.

Copyright © Anthony Mora 2009
For further information visit:
www.AnthonyMora.com

Thriving During a Recession

2009-03-17T12:54:00.000-07:00

Strange as it seems, The Great Depression launched a billion dollar industry. It was during the depths of the depression that the cosmetics industry was born. Cosmetics were an affordable luxury. Entertainment was another industry that thrived. Both industries offered the public something it craved, but these were also industries that chose to market and forge ahead during the most precarious of times. Even during those worst-of-times, money was made and fortunes were built.

Yet what do most companies do when times get tough? They slash their marketing budget. Fear can make fools of the best of us, and taking a fear-based approach to marketing during challenging times, is foolish at best. Everyone agrees that during the best-of-times, maintaining a company's exposure and brand recognition is vital. And when it comes to marketing or PR, forward momentum is essential. You're either moving forward or falling behind, when it comes to maintaining your company's public awareness and brand recognition. Studies have shown it takes four to six months to see the results of a marketing program. So what do you figure happens to businesses that stop or cut back their marketing or PR budget during an economic downturn? You got it.

Actually businesses can reach their target market and increase their market share much more effectively during economic tough times, or (dare I say it?) during a recession. If a company launches an effective marketing campaign or a shrewd, targeted public relations campaign not only will that company thrive as others wither, but they will be ahead of the pack and powerfully positioned to grow and succeed once the economy begins its upswing.

Copyright © Anthony Mora 2009

Launching a Successful PR TV campaign

2009-02-23T09:14:00.000-08:00

Synopsis: To launch a successful TV PR campaign, you need to think like a TV producer. Meet their needs and they will meet yours.

A TV-oriented public relations campaign has three primary components, you need to create a compelling visually-oriented story, be able to pitch it effectively and know who to pitch it to. Most people think they know which story or pitch will work for them, but they're generally wrong. The story about why your product or service is so good usually misses the mark because it's not a story that meets the media's needs, or connects with your target audience. You need to think like your customer thinks, more importantly, you need to think like a TV producer. You have to think backwards. What does your local TV news program, the Today Show or Oprah need? Study them. Make notes. Now give them a visually-oriented pitch that fills that need. Think in terms of personal stories, anecdotal stories that others can relate to, and talk in a language that the journalist you're pitching will understand. When pitching a TV show, think visually, what can you offer that has a visual component. What can you come up with that would give them a compelling TV segment?

For example, we represented an acupuncturist who specialized in acupuncture facelifts. TV producers loved this segment idea. It wasn't a surgical procedure, so it wasn't going to be too graphic, they could interview the acupuncturist, the patient, show a bit of the procedure in process and then show some after shots. It was visual, different, and had to do with health and beauty and offered them a good hook. We represented a fitness trainer who stared in a how-to fitness video; the pitch there was summer fitness tips. She could bring a client with her and show different at-home, quick, and easy exercises. This proposed segment reached a large target market, was easy to shoot and offered an interesting visual component.

So to launch an effective TV-oriented PR or media relations campaign, keep your message in mind, but think in terms of meeting the media's needs. Be concise, be clear, keep it interesting and never ever forget that TV is a visual medium.

Copyright © Anthony Mora 2009

For further information visit:
www.anthonymora.com

Why Fear-based Selling Is A Bad Bet

2009-01-20T08:59:00.000-08:00

1/20/09

Synopsis: If you've worked to make your product or service the best it can be, and you're still using fear-based marketing, shift your approach and see what happens. People will want to work with you, not out of fear, but because they trust you; you solve a problem for them, you're reliable, you make them feel good about their purchase. They want to work with you, or buy your product out of trust, not fear.

You know how annoying it is to go into a store and have a salesperson stick to you like glue and continually try to sell you? And you know how that experience is even worse if the salesperson tries to convince you that you need to buy because if you don't something horrible could happen? Yep. No one wants to be sold, particularly with a fear-based pitch. We want to purchase something that we feel comfortable buying; something that is going to help make our lives easier, better or more interesting. The trouble is that many businesses and experts still feel that they have to sell fear and sell it big time; they're advertising, marketing and public relations is all based on trying to scare the hell out of you.

Now instead of the preverbal used car salesman, we have the Internet sales pitch. The endless emails telling us how we have to order whatever it is they're selling "now" or we're going to regret it. Selling through fear can be effective. It's been done since marketing existed. Sometimes it's a part of the package. When you think of it, when we buy car insurance, we're betting that we'll have an accident and paying the insurance company a monthly premium so that they'll be there, check in hand, when we eventually do. But unlike insurance most other purchases don't so readily fall into that fear category, yet they're generally sold to us as though they do.

The fear sales pitch is made to give us a sense of urgency, when there really is none. But now-a-days, more and more people see through and are turned off by that type of pitch. So if you're not selling urgency through fear, what then? Use the biggest motivator there is – TRUST. But, unlike fear, here you have to be able to back it up. If you are going to make this shift, you can't sell smoke and mirrors. Your product or service really does have to be top of the line. You actually do have to give your customer value. If you've worked to make your product or service the best it can be, and you’re still using fear-based marketing, shift your approach and see what happens. People will want to work with you, not out of fear, but because they trust you, because you offer a top-of-the-line product, you solve a problem for them, you're reliable. Here they not only buy from you, but they actually feel good about the process. It's trust that builds a loyal customer base. It's not something you sell, but a promise that you deliver.

Copyright © Anthony Mora 2009

For further information visit:
www.AnthonyMora.com

Intuitive Marketing Secrets

2009-01-15T14:58:00.000-08:00

1/15/09

Synopsis: Become your customer. What would make you feel good about purchasing your product or service? Okay, that's your starting place. Once you step in the shoes of our target market, you’re on the right path. See your product or service from their eyes and develop your campaign to meet their needs.

You know what type of marketing message grabs you. When you market give your audience the message that you'd want to hear. You want a message that makes you feel good, not only about the product or service, but about choosing to buy it. Sadly that's not the message many businesses put out there. They let the politicians and the media take the lead with messages of angst, or they use the archaic "keeping up with the Jones's" model created by Madison Avenue. If that's what you're comfortable with, I'd suggest you rethink your marketing strategy. Sure, it's worked in the past and to some extent will continue to work, but if you want to broaden your market, grow your business and build a loyal clientele, keep your marketing in line with your values. Go with your gut. Be more intuitive and less reactive to outside marketing-guru messages. What makes people feel good about your product or service? If you're selling a beauty product, you help people look and feel better, if you're an attorney, you help your clients though tough situations, you solve problems. Stay with that mindset, whatever your business is.

The best marketing is feel-good marketing offered through effective storytelling. Public relations all comes down to telling a compelling story that engages the readers, viewers or listeners and causes them to take action. So, start thinking of your marketing, advertising and PR in that vein. Understand that your job is to present your product or service by telling a compelling story with a call to action. Pull back and see your business from that perspective. Start to make a list of your most compelling stories. You're looking for success stories. How do you help your clients or customers, how do you impact their lives? Do you make their lives easier, more enjoyable? Remember, you're not selling your product or service, you're selling a feeling, an emotion.

If you're simply marketing a product or service, your target market could just as easily buy from your competitor. You need to go deeper than that. You need to let your customers know why they have to buy from you. If you don't tell them, they won't know and the best way to tell them is with your success stories. If you have a very narrow or specific target audience, say women over fifty, then come up with success stories that show how you meet their needs. If your target market is broader, say it's a nutritional supplement that can be used by people of all ages, then break down your target market into segments and come up with specific stories and messages that are designed specifically to meet the needs of those markets. Don't think that a one-size-fits all marketing campaign will work. When setting up your marketing plan, drill down and drill deep. You want to make your customers feel good about their decision. You want them to feel they've not only made the right decision, they've made a smart decision. Remember, each person who sees your public relations, advertising or marketing campaign has to feel that you're speaking to him or her specifically. You want your customers or clients to feel that you designed your product specifically to meet their particular needs. So, take a look at your current promotional campaign. Now become your customer. What would make you feel good about making the purchase? Okay, that's your starting place. Once you step in the shoes of our target market, you're on the right path. See your product or service from their eyes and develop your campaign to meet their needs.

For further information visit:
www.AnthonyMora.com

Using PR to Create Your Own Economic Upturn

2008-11-25T08:09:00.000-08:00

By Anthony Mora
Synopsis: When times are challenging,, change your perspective, become proactive, launch an effective, targeted PR campaign and create your own economic upturn.

You can’t control the government, you can’t control Wall Street, you can’t control the media and you can’t make it so that it’s always a sunny summer day. But, when times are tough and those around you are singing doom and gloom, you CAN control on how you act, feel and react. It’s said that you control your life by controlling your reactions to life. And economic downturns are times to keep that thought at the top of your list.

So, your thinking could go something like this: times are tough, people aren’t buying, the cash flow is drying up. Best horde the money you do have. Hide it under your mattress and pray that things will get better. Now that’s a fun way to live.

Or, your thinking could go like this: this is a slower economy, most people do feel nervous and weary, but they still buy. This is a time when perhaps you change your marketing message to meet the current needs, but it is precisely the time to go forward. If people are going to be more frugal in how they spend their money, you want make sure that your product or service is the one they think about during these times. You know life has ebbs and flows and you know how to utilize both. You see this as an opportunity to market, launch an effective PR campaign and grow your business. Change your perspective, become proactive, launch an effective, targeted PR campaign and create your own economic upturn

Two ways to approach the same situation. The choice is yours.

Copyright © Anthony Mora 2008
For further information visit:  www.AnthonyMora.com

Making Money in an Economic Downturn (blogged)

2008-11-20T04:47:00.001-08:00

By Anthony Mora

Synopsis: If you’re a savvy business person, you understand that an economic downturn is precisely the time you can have a greater impact and get a bigger bang for your marketing buck.

Recession. Economic downturn. Tough economic times. Makes you want to hide under the covers until the storm passes, right? Maybe, but that’s the wrong approach. Let’s move from fear to facts. A number of studies show that companies that continue or increase their marketing and public relations efforts during tough economic times consistently outperform those who slash their marketing efforts during rough times.

Think about it. If most companies are reacting in a turtle-like fashion and hiding in their shells until the sun comes out again, there’s less competition out there; less companies are launching PR campaigns, fewer are reaching the public with effective marketing efforts. Suddenly you have media outlets that are looking for stories, particularly some good non-doom and-gloom stories. If you’re a savvy business person you know this and understand that this is precisely the time you can have a greater impact and get a bigger bang for your buck. So, look at tough times as your chance to reach your target market and build your business

Copyright © Anthony Mora 2008
For further information visit:  www.AnthonyMora.com

Making Money in an Economic Downturn (blogged)

2008-11-20T04:47:00.000-08:00

Even When It Works, There's More Work

2008-11-15T04:46:00.000-08:00

By Anthony Mora

Synopsis: Whether a particular story elicits a negligible response or a huge response, you still need to work it

Let's suppose an article has the exact effect that you're hoping for. The phones are
ringing day and night. Both your business and your bank account are flourishing. Success! Now you can forget about that story and move on. No. No. No. Whether the article elicits a negligible response or a huge response, you still need to work it. This is where most people fail to understand the process. Because their short-term goals were met, they stop in mid process and neglect their long-term goals.

My first public relations firm specialized in representing clients in the entertainment field. We were once retained by a young actress who perfectly illustrated this point. She had been a regular in a prime time TV series. The series had been canceled, and she wanted to do more film work. During the time that the series was on TV, she had received a mountain of press, including stories in People, The Los Angeles Times and Entertainment Tonight, but when I asked to see copies or video of some of her media, she just stared at me. She hadn't kept any. While she had been on the series, the media exposure had accomplished its short term work, keeping her in the public eye, and that's all she had been concerned with. She never looked at her long term goals. The media coverage she had received was worth its weight in gold, but she didn't see it. You don’t need to be in the entertainment industry to learn from her mistake. When it comes to launching an effective, ongoing public relations campaign, you not only need to see the forest but the trees, grass, and bushes, as well as all the furry animals along the way.

Copyright © Anthony Mora 2008
For further information visit:  www.AnthonyMora.com

Effectively Working Your Media Coverage

2008-11-10T07:45:00.000-08:00

By Anthony Mora
Synopsis: If you’re creative, you can turn an initial media opportunity into ongoing press coverage.

When an article is published or TV segment runs. That’s not the end of it. You need to work it. Become the story's distributor - and I mean distributor in the most basic sense - circulate your story, spread the word, mention the story in your biography and fact sheet, use it when pitching other stories, let other media outlets know that you were featured in the article. Duplicate it and use it as a press sample. Use quotes from the story in your mailers, newsletters, ads, and marketing to help you cement your existing client base. If you have employees, distribute it through your company as a form of internal publicity. If used correctly, you can turn this media coverage into a most powerful marketing tool.

It’s important to understand exactly how media relations works. By understanding the process, you make it a cumulative, ongoing process. Media begets media. You can turn an initial opportunity into ongoing media coverage. Be creative. Make a list of the various ways you can utilize your media, from ads and newsletters to placing framed copies of articles in you window or office. Don't waste opportunities due to short sightedness. Be imaginative, inventive. Think outside of the box.

Copyright © Anthony Mora 2008
For further information visit:   www.AnthonyMora.com

A Major Media Hit And Not Even One Phone Call?

2008-11-05T08:44:00.000-08:00

By Anthony Mora

Synopsis: To be effective in this field you have to look at the big picture. Your short-term goals may not be met by a particular article or TV spot, but it affords you new, powerful ammunition to reach your long-term goals.

A magazine ran a story on you. You were confident that this article was going to be a big one, and you were prepared. You went so far as to add additional phone lines to handle the hundreds, maybe even thousands, of calls that you knew would be jamming your lines. So, the story came out and - nothing. Not a single call. As far as you know, not a living soul saw it. You are crushed. "That's it!" you yell, pounding your fist on the desk. "No more PR!" You've been spinning your wheels, wasting time and money, and for what? For nothing! You've had it. No more media. It doesn't work and you are a prime example that it doesn't work. You are the consummate illustration of a media failure story. Right?

Well, let’s take a look at it. Understandably, trying to explain that the preceding scenario is not the story of a media failure to clients who have had similar experiences is perhaps the hardest part of my job. If I were handling your campaign, I too would be disappointed that the article did not have your phones ringing off the hook, but in the overall scheme of things, I'd think that article was a great tool for us to use for garnering other magazine and TV coverage. To be effective in this field you have to look at the big picture. Your short-term goals were not met by the particular article in question, but it affords you new, powerful ammunition to reach your long-term goals. It helps establish you as an expert in your field and separates you from your competition. It gives you yet another media tear sheet that you can use, another article that you can pull quotes from for your press releases and bios.

If that one article did not give you the response you were looking for, what good can it do you? Plenty. It can help garner you more and bigger media interviews. Plus, you don't know who saw it. You never know. In five days, three weeks, or six months, you may start receiving calls. Sometimes people don't need your product or service at the time they see your story, but they write down your number to contact you at a later date. I've seen this happen over and over again.

Copyright © Anthony Mora 2008
For further information visit:  www.AnthonyMora.com

5 Public Relations Musts During Economic Tough Times (Blogged)

2008-11-01T16:50:00.001-07:00

By Anthony Mora

Synopsis: If you put a strategy in place, you can not only weather, but grow your business during uncertain times.

So, times are tough. First thing to keep in mind is this will pass and better times are ahead, but even more importantly, realize that tough times don’t have to signal tough times for you and your business.

If you put a strategy in place, you can not only weather, but hopefully grow during uncertain times. A bad strategy is to do nothing, an even worse strategy is to slow down and cut your marketing and PR efforts. This is a time that savvy business people take action. Spend the time that others are using to worry and complain to take the lead and become proactive. The following are 5 PR must dos.

1) React quickly. You know when times are tough. When people are arguing on the media whether we’re in a recession or not, I’d say chances are we’re probably there. And if not, at least marketing-wise act as though we are. Football has its two minute drill. Put in place marketing and PR drill for these times. Take action.

2) Develop stories that are appropriate for the times. How can your product or service be positioned so that you can create a PR pitch that fits the tone of the times? Come up with a cost-saving story, a stress-reducing story, a feel-good story.

3) Write a one-page press release on that story that fits. Make it easy-to-read. Write a catchy (but not overly-cute) headline, add bullet points. Be clear, concise, Give the media the story they’re looking for.

4) Find the emails and snail mail addresses and get your release out to the media. Send it to all of the appropriate media outlets. Don’t only focus on local or regional media outlets. Go national. Make it a trend story idea.

5) Make follow-up calls. Don’t think because you’ve written a compelling release, sent it out to the appropriate media, that your job is done. Call. Be polite. Be professional, but make sure that the media has received your release and that they understand your pitch.

Now start coming up with other follow-up ideas. What else can you offer the media that you can tie in to the current economic situation? Remember these don’t have to be doom and gloom stories. They can be about how to relax, how to save money, or even how people are still being extravagant, even during tough times. Be creative with your stories, but get them out there. While your competition is hiding, make your move.

Copyright © Anthony Mora 2008
For further information visit:  www.AnthonyMora.com

If You Don't Run This Story, I'm Taking It To Your CompetitionIf You Don't Run This Story, I'm Taking It To Your Competition

2008-11-01T16:14:00.001-07:00

By Anthony Mora

Synopsis: You want the media to understand that you can help meet their needs by giving them interesting stories. You are not going to make your story more interesting to a newspaper editor or TV producer by threatening to take your story to his or her competitor.

How many people do you know that react well to threats or ultimatums? The media is no different. When pitching the press, you are trying to position yourself as a media resource or an ally, and an ally does not issue threats. You want the media to understand that you can help meet their needs by giving them interesting stories. You are not going to make your story more interesting to a newspaper editor or TV producer by threatening to take your story to his or her competitor.

If your story is hot or timely, and various media outlets are pursuing you, by all means, use that interest to your advantage. Inform the media outlets that there are others interested and that you need to make a decision as soon as possible. Try to negotiate the best coverage you can. But, even in that situation, you never want to threaten the media.

If you can convince the media that you have an interesting story that meets their needs and that you are an expert in the field, the media will feature you. Those are your primary objectives. You can threaten, scream, cry, and badger the media, but all you are going to do is alienate them. Plenty of people do these things every day. Of course, you'll never see them in the media.

Copyright © Anthony Mora 2008
For further information visit:  www.AnthonyMora.com

Either The Media Interviews Me Monday At Noon - Or It's Off

2008-09-22T12:32:00.000-07:00

Synopsis: Although you will usually have time to plan and arrange your schedule to do an interview, there are going to be times that the media wants to schedule it at a time that is inconvenient, or reschedules it at the last minute, forcing you to, once again, change your plans. My advice – do it!

You have a busy schedule, you have a job to do, a business to run, products to sell. Your time is valuable. Who do the media think they are? They think that you can just drop whatever you're doing to do an interview when they want to do it? It's inconvenient. It's not fair. Maybe, but it's reality and if you play it smart, it can pay off for you big time. Although you will usually have time to plan and arrange your schedule to do an interview, there are going to be times that the media wants to do an interview and wants to do it immediately, or wants to schedule it at a time that is inconvenient, or reschedules it at the last minute, forcing you to, once again, change your plans. I had one client tell me that he was willing to appear on the Today Show, but that they had to come to him and that the only available time he had was between 1 and 3 p.m. on Saturday. Needless to see he and I had a long talk.

There may be times that you're just not going to be able to accommodate the media's schedule. There are going to be some interviews that you'll have to miss. But only miss an interview if it's completely unavoidable - the plague, an alien invasion - you get the picture. You may be annoyed, and you may be angry, but if you can possibly arrange your schedule so that you can make the interview, do it. The press isn't purposely trying to inconvenience you. You wouldn't believe the amount of times that an editor or producer has to switch from one story to another on a moment's notice. A million things can come up, a fire, an international breaking story, a Presidential speech, any number of stories are going to preempt you. This is just the nature of the business. It happens all the time.

It does you no good to take your anger out on the interviewer or the producer. It was not done to harm you. The decision was circumstantial. Always keep your objective in mind. Your objective is to build your business, to create success through media exposure. And you're going to accomplish your goal by reaching as many people as you can. Your objective is to do those interviews, not to alienate the press. Remember, press begets press. Every interview you do is helping to pave your way to greater success.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

Why Press Kits can Backfire

2008-09-18T12:31:00.001-07:00

Synopsis: Press kits can be effective, but only if they're used sparingly and shrewdly. Don't inundate the media with information, and if you've hired a firm, don't give them carte blanche in the matter.

You've got it, you're going to put together a huge, glossy press kit, fill it with bios, press releases, fact sheets, photos, graphs, statistics, brochures, covering everything that ever happened in your life, with every possible bit of information that you have on yourself and your company, and you're going to send it to every media outlet you can think
of. Interesting plan, if your aim is to throw money away and alienate the media. To begin with, unless you have loads of disposable cash, you're going to go broke. More importantly, chances are, that it's going to be incredibly boring, not to mention annoying for the media to receive all that information - information they never requested. Press kits can be effective, but only if they're used sparingly and shrewdly. Don't inundate the media with information, and if you've hired a firm, don't give them carte blanche in the matter. Too many PR firms have a tendency to send out press kits en masse. It's a common practice, but a wasteful one. Also, keep in mind, public relations firms can make a heck of a lot of money charging their clients for high-priced press kits.

Frills and fluff do not make a public relations campaign. Buy yourself some two-pocket folders at any stationery store. Buy a good median-priced folder; you don't want the most expensive, but you don't want the cheapest folder either. Inside the folder include copies of any articles or interviews you have appeared in, a fact sheet, a short bio about you and your company, a press release, and any visuals or photos that you believe are important. No fluff, only include the pertinent stuff. That is your press kit. First send a release, make a follow-up call. If a producer or editor asks for a kit, send one, but only to people who have requested it. Be selective. Be smart.

Also, modify your press kit to fit the media that you're sending to. You may not want to send the same press kit to Time magazine that you would to Runner's World or Forbes. Be discerning in who you send the kits to and in the materials you include. It will pay off in the long run
Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I Am Only Going To Talk About What I Want To Talk About

2008-09-04T14:56:00.000-07:00

By: Anthony Mora

Synopsis: If you adamantly refuse to broaden the scope of your story, I hope your mother's a good listener, because there aren't a hell of a lot of other people who you're going to reach. People who are inflexible, or have a one-note story, usually have failed media campaigns.

We all have different expressions, different moods, and different topics we enjoy discussing. None of us have one-note personalities, but so many people try to launch one-note media campaigns. If you adamantly refuse to broaden the scope of your story, I hope your mother's a good listener, because there aren't a hell of a lot of other people who you're going to reach. People who are inflexible, or have a one-note story, usually have failed media campaigns. Why? They're boring! When people think this way, it's generally because they erroneously believe that the rest of the world is just as fascinated by their ideas as they are. Well, they're wrong.

Most people are going to be bored to tears by what you think is the greatest thing since sliced bread. Now that doesn't mean that the topic is boring, but that your approach is. Remember, your job is to meet the media's needs. Broaden your scope. Come up with other ways to pitch your story. You'll be able to talk about your story, but not until you interest the media. And to do that, sometimes you have to use the indirect approach.

If you are a landscaper, you may have to pitch a story that has you critique the pros and cons of the White House grounds. That's not the story you probably particularly want to address. You want to tell people that you are a wonderful landscaper and that they should hire you, but there's no story there. By talking about the White House grounds, you have added another dimension. You have raised the stakes. You're not just discussing how to landscape Joe Blow's home, you're outlining how to best landscape the First Family's home. These are grounds that everyone has seen (at least in photos or TV) and can relate to. More importantly, you are establishing yourself as an expert in your field.

Be open to new ideas, brainstorm. Come up with as many ideas as you can. Let them be as crazy as you want - don't edit yourself. Now review your list and start to edit out the ideas that don't work. Formulate two or three new story angles. Write them up as releases. Broadening your scope will help ensure your success.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I Don't Want PR; I Just Want To Be Successful.

2008-09-01T14:55:00.000-07:00

By Anthony Mora

Synopsis: Effective public relations isn't about wanting to be a star or simply appearing in the media - it's about success. It's about establishing yourself as an expert in your field and zooming beyond your competition.

A lot of people have resistance to launching a public relations campaign and doing media. They don't want to do interviews, they don't want to be "stars," they just want their business to be successful. If you feel that way, ask yourself what you're willing to do to be successful. Are you willing to utilize the most powerful marketing tool available? Are you willing to take risks, utilize the magic of the media, and give your business a real chance for success?

Effective media placement isn't about wanting to be a star or wanting to appear on the media - it's about success. It's about establishing yourself as an expert in your field and zooming beyond your competition. Media relations is a creative, effective, relatively inexpensive, and dynamic way to achieve success. You are not positioning yourself as a "star" or an entertainer, but as an expert in your field. You are establishing yourself as an invaluable resource for the media. You probably don't like to pay the bills, or do the books, or purchase supplies, but you do it because it's part of doing business. It is a part of your bottom line. Media placement should also be an integral part of that equation. You do it because you want to be successful. Period.

© 2008 Anthony Mora
www.anthonymora.com

The PR Journey

2008-08-28T14:53:00.000-07:00

By Anthony Mora

Synopsis: Starting a public relations campaign is just that, a start. Don’t think you’ve learned all there is to know in a couple of months. Also, beware of the well meaning PR know-it-alls. Set a direction and stick to it.

Now that you have experienced some success and have a basic sense of the inner workings of media relations, chances are you're about to fall prey to one or more myths. You see, a little knowledge can be a dangerous thing. Because you understand some of the basics of media relations, don't assume you are now a Media Ph.D. People tend to overlook the fact that this is a subtle business. In public relations, often what appears to be the obvious decision is the wrong decision. What makes it especially difficult is that everyone thinks that they know all there is to know about it. You will be given advice from your neighbors, co-workers, pastors, janitors, clients, patients, relatives - you name it.

When I was I journalist, I worked for one particular publisher who had a tendency to listen to, and take advice from, any and everyone he met. When he went to lunch, I used to pray that the elevator would be empty and that he'd go for drive-through fast food where no one would talk to him. If he spoke to a waitress, a salesperson, or a stranger in an elevator, he would invariably call me into his office and propose that we implement some revolutionary suggestions that he had been given. Never mind that nine times out of ten these changes were totally inappropriate, they were dynamic, new - revolutionary!

People love to give advice, whether they know what they're talking about or not. Remember, these people who tell you exactly how you should run your business have nothing at stake, which is why they can afford to make such definitive and authoritative pronouncements. So, when these know-it-alls give you advice, smile, listen, maybe even nod, but stay on course.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

The PR Advantage

2008-08-25T14:52:00.000-07:00

By: Anthony Mora

Synopsis: PR is important in good time and essential in hard times. It is always important to promote market and advertise your business. The good news as that compared to other forms of marketing, PR is generally less expensive and always more validating

McGraw Hill did a study and found those businesses that boosted their public relations, marketing and advertising during a recession grew 275% over the 5 years proceeding. However, those businesses that cut back, if they were still in business, only grew 19%. That’s pretty striking. It doesn’t take a genius to see that the worst business decision you can make, particularly in tough times, is to cut back your marketing efforts.

The beauty of PR is that any media coverage you land, is media you can then promote. Let's say you never receive one call as a result of a magazine article. It's still valuable. You just need to work it. Become the story's distributor - and I mean distributor in the most basic sense- circulate your story, spread the word, mention the story in your biography and fact sheet, use it when pitching other stories, let other media outlets know that you were featured in the article. Duplicate it and use it as a press sample. Use quotes from the story in your mailers, newsletters, ads, and marketing to help you cement your existing client base. If you have employees, distribute it through your company as a form of internal publicity. If used correctly, you can turn this article into a most powerful marketing tool.

That article can be used to pitch a producer land you your next TV interview. There is a wide range of ways that your media can be utilized to help build and grow your business. PR offers unique advantages; you become the trusted expert, your product or service becomes the news. But none of these advantages will serves you if you don’t start the process. Remember the McGraw Hill study. A business is never going to stand still it’s either going to grow or shrink. The choice is yours.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I Can't Use National Media Coverage

2008-08-21T14:50:00.000-07:00

By Anthony Mora

Synopsis: Don’t limit your PR horizons. Remember, nothing impresses the media more than media. National media establishes you as an expert. Now you're national news and you're in a position to garner local news.

We live in the information age. If you're resourceful and inventive enough, you can come up with an interesting story, hook, or idea that will interest the national media. I know you think that you could never garner national media - your story's simply not exciting enough. But you're wrong; you can interest the national media. No, you're probably thinking that even if you could land some national stories, you have no possible use for national media, so what difference does it make? It would just be a waste of time and money for you. You're based in a little town called Nowhere Ville, USA, so what good would a story that hits all fifty states do you? It's obvious I just don't understand your needs.

Well, let's see. As to your first point, that you don't have a story that could interest the
national media: why not? Why couldn't you generate national interest in your story?
Remember everyone who is quoted in Time magazine, or interviewed on the Today show lives and works in some local town or city. Take a look at all of the possible angles available. What makes your story different, unique? Is there some trend or new breakthrough in your field that affects not only your particular business, but your profession as a whole? Are there other similar types of businesses or professionals that you can help weave into your story to give it a broader appeal? Study all of the possibilities. Give your story a wider, more national scope.

Why would you want to garner any national, if you only have a local business? People aren't going to fly in from around the country to use your plumbing service, or buy insurance from you, or try the newest item on your menu, are they? Maybe, but probably not. So then, is national a waste? Most people will probably tell you so. Most people will tell you to stay local, because that's where your bread and butter is.

So why am I telling you to pitch the national press? Because, as I mentioned earlier, a national story IS a local story, but one that will nationally establish you as an expert in your field. You will be able to put your media credits in your press releases and bios and, most importantly, national media can help drive your local media through the roof.

Let's say that you land a thirty-second quote on CNN. Now what? You move as quickly as possible and let your local media outlets know that you were recently featured on CNN. Heck, that in and of itself is news. Believe me, nothing impresses the media more than media. Now you're national news and you're in a position to garner local news. National media feeds the local media. It takes some thought, work, and persistence, but the rewards can be incredible.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I Know What the Media Wants

2008-08-18T14:48:00.000-07:00

Synopsis: No one knows what the media wants because what they want is constantly changing. Don't take for granted you are some kind of media maven. Remember, you're going to succeed by learning how the media thinks, not by assuming you think they know what they want.

The media wants stories, but beyond that, not even the media knows what they want. They are constantly searching, trying out new stories, coming up with new ideas. You have to study the various media outlets, review the different formats, study the types of stories they've run in the past. No one knows what the media wants because what they want is constantly changing. Don't take for granted you are some kind of media maven and that you know more than everyone else does. Remember, you're going to succeed by learning how the media thinks, not by assuming you think they know what they want. You have to prepare, do your homework, study the various media outlets. The bottom line is a good story, but don't assume because you find a story of interest, the media will like it as well. Nine times out of ten, you're going to be wrong. Think like an editor, think like a producer. Once again, work backwards. Look at the particular media you are targeting. Who is the audience? What is the basic age range? Does it appeal to primarily men or women? What type of stories does it generally run? Now
put yourself in the place of the editor or producer - how could you fit a story on your business, product, or talent into the format of that media outlet? What story would work? What would the focus be?

For example, let's say that you are a fashion designer of men's clothing. GQ and Esquire
would be natural media outlets to approach. You would need to come up with a hook that makes you and your designs special, but you know that with a little persistence and creativity you should be able to place a piece in those publications. What about Vogue? Why not? You could pitch a piece on yourself as the new up-and-coming designer who is reshaping the future of men's fashion, or a piece, aimed towards women, on how to dress the man in their life. Let's say you wanted to go to The Wall Street Journal. Okay, pitch a story on dressing for success in the '90s, or an article on the business of fashion, or the inside workings of the fashion industry. Pitch the media according to its needs, not according to yours. Assume that the story you are dead-set on telling isn't all that interesting to anyone besides yourself. Now, be creative, give it a spin. Give it a make-over. Make it newsworthy.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I'm Not Interesting Enough to be in the Media

2008-08-14T14:47:00.000-07:00

By Anthony Mora

Synopsis: Think of your business as a separate entity that deserves respect and caring.
Remember, you are the only you around. No one does what you do quite like you do it. Whether you know it, or even want to believe it, you're an original, you're unique. So start viewing yourself that way.

Sure, the media interviewed you once, but that was just a fluke. You're too bland, too shy, your business is too dull, no one is going to care about anything you have to say. Why should you even bother trying public relations? It'll never work anyway.

I'm sure that there are some businesses that shouldn't utilize public relations. I suppose that if you're in the cloak-and-dagger field, you don't want to broadcast it all over the country. But it’s essential for the majority of people who can utilize the media to build their business, for entrepreneurs who want to start a new company or launch a new product, professionals who want to market their service, physicians who want to increase their practice, or artists who want to showcase their talents. Just about all of us fall into one of those categories. If you do, and you want to utilize the power of effective public relations, stop thinking negatively. Everyone is interesting, every business is interesting, every field has compelling stories to tell. Remember, you are the only you around. No one does what you do quite like you do it. Whether you know it, or even want to believe it, you're an original, you're unique. So start viewing yourself that way.

Think of your business as a separate entity that deserves respect and caring. Start treating
yourself and your business that way, and others will begin to react accordingly. In time, you'll start to internalize that sense of respect and success. You'll start to feel it yourself. I know it's hard, but don't let a poor self image or lack of self-esteem keep you from achieving your dreams. Don't let your fears and doubts stop you. Remember, no matter how confident some people seem, everybody's afraid of not being interesting enough or not being success material. We're all success material. Part of achieving success is working through those doubts and fears.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com