Guest blog by Taryn Scher, TK PR  (www.tkpublicrelations.com)

The biggest thing to know about “What Editors are Looking for” is WHAT’S TIMELY and WHAT’S NEW?

Old news is just that- so editors and reporters always want to know about new products, events, happenings- the next big thing.

The challenge for many publicists is to figure out how to make that happen- when often times the products are the same as they were a year ago or the event hasn’t changed from year to year. An angle can always be found- there is always a way to make something relevant and timely.

For a product or destination- think about the calendar year. There are likely certain times of the year when your product is more popular- Valentine’s Day if you’re a chocolatier, Father’s Day if you offer golf equipment- think about the opportunities based on holidays and major events/times of year (holiday shopping, back to school etc) and pick the best opportunities. Try not to stretch yourself thin- if you find that you’re trying to convince others your product is a great fit even though it’s not ordinarily considered for that particular holiday or season, chances are the editors aren’t going to bite either.

When pitching National magazines, remember they work an average of 4 months in advance- so this month they’re already planning their August and September issues. You always have to think in advance or you will miss deadlines and major opportunities.

Keep an eye on what’s happening in the news on a day to day basis. When William and Kate were about to get married- everything Brittish became HOT- so any opportunity to promote anything Kate was wearing (Get the Look for Less!) or “possible honeymoon destinations for royalty” were opportunities to pitch the media. There is always something fresh and relevant for TV and newspaper coverage too.

For event PR- there is a lot of strategy involved. First, you want to get out the word before the event- either to increase attendance or simply awareness. To do this successfully on a local level, reach out to your local magazines about 3 months in advance, your newspapers about 1 month in advance and TV and Radio about 3 weeks in advance. This is general, but for the most part, this is the time frame to do so.

Don’t forget you want media to come out and cover the event too- but don’t make the mistake many do of waiting until the day before to alert them about the event. Contact them 2 weeks before the event, a week before, and a few days before, to try and get the local TV stations to come out and cover. Just know that things happen, and breaking news is part of the job that always takes precedence over an event. Just pray there are no fires they have to put out that day- literally.

Finally, you have a great opportunity to get post-event coverage- if it’s for a charity, the amount of money you raised, photos in the social pages of your local magazine, and more. Chances are you are going to do this event annually if you care about getting PR for it, so think long term- and remember all the PR you get this year will help for next year too.

Coming next month: Where to look for PR Opportunities

Guest blog by Taryn Scher, TK PR  (www.tkpublicrelations.com)

The truth is everyone needs PR. Everyone and everything might sound too broad, but if you want people to know you exist, you probably want PR. If you’re running your business underneath a rock in your backyard- how do you expect people to find you? You need to have some method of communicating to the outside world. And PR is the best way to get your message out there- in an impartial way- to a wide audience.

There are very few exceptions to this rule.

If you are looking for a quick fix- your business has been in the red for almost a year and this is your last attempt to stir up some buzz and sales- this is not the way to go. The truth is a solid PR campaign can take weeks if not months to really take off. It involves a strategy and a lot of time and effort that may not deliver direct sales results immediately. It’s more about creating awareness for your brand to the public- sales is often a result of a good PR campaign, but not a guarantee. In those rare circumstances that you need to drum up sales immediately, I will advise businesses to go the advertising/Living social/Groupon deal route.

But as a general rule of thumb- if you are an individual, an event, a product, a new business, a destination- you want PR! You need PR. Why? Because chances are you have at least one competitor out there who has a PR campaign in place. How many times have you read an article in a newspaper and thought, Man, why didn’t they call me for that? Well, chances are the reporter doesn’t even know you’re out there.

Some businesses may not lend themselves directly to PR opportunities. Financial planners, lawyers, doctors- you might not necessarily be able to get a PR campaign around your specific business or practice. In this circumstance- You, the individual, need to be the one getting the PR. You should position yourself as an “expert” in your field and try to be quoted whenever possible when your area of expertise is on the discussion board. Contact your local TV stations and newspapers and send them your bio/areas of expertise and make yourself available to them whenever they need someone to comment.

Every once in a while, even if you have a product that is perfect for a PR campaign you might need to be creative. You may need to come up with a reason to get some PR. Media always want to know what’s new, what’s different, what’s timely.

I represent a client that makes and sells custom superhero capes. We had been pitching the same products to the media for close to a year, so the idea was getting a bit stale- we needed to make superhero capes sparkle again.

In looking for a reason to stay relevant, I found out that National Superhero Day is April 28 (it’s true! It was started by a group of employees at Marvel Comics in 1995). So, I began contacting every TV station nationwide (after all it is NATIONAL Superhero Day) and asking their anchors and morning show hosts if they would consider wearing a custom superhero cape on April 28 to celebrate.

The response? If you live anywhere in the continental U.S., you are likely to see at least one of your local anchors sporting a superhero cape on either Friday April 27 or Saturday April 28. We’ve already made custom superhero capes for more than 60 journalists from coast to coast.

Even superheroes need PR sometimes!

Coming next month: When to try to get PR.

If you ask 8 people the question “What is Public Relations?” I can almost guarantee you will get 8 different answers. To some, PR is how a company communicates directly to its customers. To others, it’s all of the brand strategy in the form of outreach. And for others- it’s damage control. Recently, social media has even started to fall under the “PR” tree- with endless platforms to share your brand with the consumer. To TK PR, Public Relations is traditional media outreach.

Today, I’m going to break down 3 categories- that some might consider the same- though they truly are very different. This could help you identify what you are really looking for and what you really need as a company. In a perfect world- a combination of all 3 is the most effective- but many times that’s simply not an affordable option.

1.   Marketing.

Marketing is defined as “the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.” Marketing is all of your brand’s touchpoints for the consumer. It’s a way to convey your message, who you believe your brand is and what you want the consumer to know. This is your website, your letterhead, your business cards, your logo, your display units, your packaging. Everything and anything that represents your brand is part of your marketing strategy.

Most important is that all touchpoints are consistent. Your logo needs to stay the same- don’t change the colors or the fonts every few months. Think about the brands we all know and recognize by their logo- Starbucks, Nike, Lacoste- it’s because their logos haven’t changed and are consistent wherever you see them.

If you are a “luxury” product- a high end hand cream for example- and your packaging is cheap- you aren’t selling yourself to the customer at all. Your touchpoints need to be consistent with the identity of your products.

Marketing is the first necessary strategy as a part of your big PR picture. Make sure it is consistent and clear among all of your touchpoints.

2.   Advertising.

Advertisements are paid placements promoting your product. You are talking directly to the consumer and telling them what you want them to hear about your product. Often times, you are spending thousands of dollars to do this. When you advertise, you can expect to see a quick return on investment- especially when you offer a coupon or special coupon offer in a newspaper or on the radio. You should know almost immediately if your offer was effective.

In order to advertise effectively on a National scale- you need millions of dollars. Placing a one time, one page ad in a National magazine is not going to help your bottom line, and will likely drain your ad budget for the next 5 years. If you choose to advertise, you need to invest a lot of dollars to make any impact.

I don’t believe that any company needs to advertise unless they are looking for a quick turn-around, a fast sale, or if they are simply offering something that has no PR opportunity. Unfortunately an inventory clearance sale is not going to get picked up by the local TV reporters.

3.   Public Relations

Public Relations as defined by TK PR- is free coverage in newspapers, magazines, television, and on the radio. Anything that is not paid for or traded for that winds up in the media. This means reaching out to editors, reporters and producers and pitching them ideas that could incorporate your product (Holiday Gift Ideas, Top 10 Ways to Celebrate the 4^th of July, Organize Now) etc…. that aren’t blatant product promotions.

You have to strategically incorporate your product into a bigger picture story. Occasionally- if your product is truly amazing- you might get offered a standout piece like Oprah’s “O List” but typically, you’re better off approaching an editor with an idea based on their editorial calendar.

What’s an editorial calendar? Basically it’s a snapshot of the themes the magazines will use throughout the year- based on seasonality, holidays, current events, etc. Your best bet is to pitch these editors 4-5 months in advance for a particular theme. So for example, this month- if you represent anything to do with summertime, you should start approaching the National magazines immediately. Newspapers, TV and Radio will work with much shorter lead times- usually 1-2 months- but it never hurts to get your idea in front of them early and stay in front of them until its time.

Why am I such a proponent for Public Relations? First, think about the last time you read a magazine. How many of the ad pages did you notice? How many did you flip through mindlessly just trying to get to the articles? Most of us are just looking for the articles unless by chance an ad catches our eye.

How many times do you tear out something from a magazine or the newspaper that you want to buy or look into for more information? How many times is that clipping an ad? The shelf life of these features is enormous.

As far as TV and Radio- how often are you paying attention to the ads? Isn’t that when you run to fix yourself a snack, or even change the station? But when the news anchors and reporters are telling a story- you’re listening.

Secondly, the articles are written by impartial third party people. They are basically endorsing your product for no reason other than the fact that it really is the best. They weren’t paid to say it’s great. They just really love it. It’s the difference between me telling you that the detergent I make- product X- is the best on the market versus an editor saying “We tested 10 different brands and product X is the best on the market.” Who would you believe?

Coming next month: Who needs PR?

Written Taryn Scher of TK PR

Facebook Timeline for the 99 percent (single page view) – iMediaConnection.com.

Mom Entrepreneurs Network Group News | LinkedIn.

It’s here. Finally! Just what you have been praying for, begging for and needing…an extra day. Now that it’s here, what will you do with your extra day? Will you do something special for yourself…get a massage, leave work early, go shopping? Will you lay in the bed? Will you spend it with your kid(s)? Perhaps you’ll do what you’ve been putting off…dusting the ceiling fans, washing all the curtains, plant some bulbs. Or maybe you have something more meaningful in mind…volunteering at a soup kitchen, homeless shelter or mentor a young person. Will you use this day to launch something new? Or even better learn something new?

I challenge you to do something today that you wouldn’t ordinarily do. Do what can’t be done…God has given you a gift of an extra day. Live it!

Five Steps to Having it All.

I’m a firm believer in making things simple. My life is so hectic and crazy and I have  at least a billion thoughts running through my head daily. So I’ve made becoming a successful MOMpreneur as easy as ABC! The best way to find out if you have what it takes to be a MOMpreneur is to find out what issues you’ll face. Then answer this question…Do I have the knowledge or can find someone (with my resources) with knowledge of the ABC’s of being a MOMpreneur.  So let’s get started.

A is for Attorney…find a good one that can and will answer your questions about liability, negotiating and intellectual property.

A is for Antennae… yours should always be up! Always be aware that your next big break could be standing right next to you. So keep you eyes and ears open.

A is for Assignment of Rights. This legal document will deliver 100% of the rights to any artwork to you and assign you the owner. This could be vital to your success (depending on your business). Click here to see an example of an assignment of rights.

B is for brand…Own your brand! And be aware that your brand in part is you! Be an advocate for your product and your brand. Dress the part, speak the part. Show your face with your product. People are buying you as much as your product when you are a MOMpreneur. Be consistent with color, font and “the look” of your brand.

C is for Contacts…use every contact that you have ever met to help you find the people you need to meet and further your goals. Get on LinkedIn and link up with old friends, coworkers and employers. People will help you if you just ask for help.

C is for Concept…Is your Concept feasible? Is it realistic that you can create a demand for your product? Is it feasible that you have enough money to make, distribute and create demand for your product?

C is for Cost…How much will it cost to make, distribute and market your idea? Do you know and understand the difference between markup and margin. Click here for a table that will show you the difference. Understanding this alone will save you from going out of business.

C is for Courage…The Lion has nothing on you. It will take the discipline of courage in order to propel your idea forward. If you don’t have a lot of it, quit now!

D is for Demand… Is there a demand for your product? Can you create a demand for your product?

D is for Demographics…Do you know the demographics of your customers? What age, income level and gender are they? This will be key in your social marketing.

E is for Email Signature…Use this valuable real estate to sell yourself, get your social media links out there and share information. Use Wisestamp for FREE to do this.

F is for Facebook…Understand that whatever your business goal, Facebook can help you accomplish them. Set a goal to learn how to use this mostly FREE resource.

F is for Friends…Those on Facebook and the real ones. Use your friends to spread the word about your new venture.

G is for Goals…You don’t know which direction to go if you don’t know where your headed. Set realistic but high goals and establish an action plan to accomplish them.

G is for great product…make sure that your product is one of them. Always be looking for ways to improve what you are offering.

H is for Hats…The many that you must wear if you intend to start and run your own business. But it is essential for you to admit what you can’t do and hire it out. If you know you can’t learn accounting, then hire one. If you know that social marketing freaks you out, then hire someone to do it. No one can do it all, but make no mistake you must do a lot as a MOMpreneur. But it sure keeps life interesting!

I is for Intellectual Property…Copywrite, Trademarks and Patents. Go to USPTO.gov to search trademarks. Learn about IP but hire a good attorney to file them for you.

J is for Join…Join networking and business groups. These contacts will propel your business forward.

K is for Knowledge…Know your target market, know yourself, know your business. Who is your customer? What do they want? What can you accomplish without hiring help? Who do I know in my business? What are the trade shows in my industry? Who are my potential vendors and distributors?

L is for Lessons…Learn them with every interaction. What happens today will train you for tomorrow.

L is for Listen…Listen to what vendors, customers and your gut is telling you.

L is for Log book…Keep a log book (if you are working on an invention). Start at the front and fill in every page front & back. This is vital if you plan to file for a patent.

L is for Licensing…This can be an easier route to get your product on the shelves. Approach manufacturers that offer similar or complementary products to yours, have them manufacture and distribute your product  and you get paid a royalty on each item they sell.

M is for Mentors…find a couple of good ones and listen & learn. These people have been there and done that and can teach you a lot!

M is for Markup vs. Margin…not understanding the difference will put you out of business quicker than anything. Click here for a table that will show you the difference.

M is for Market  Research…you have to do your homework before entering a new venture. Find people in the business and ask them questions, then be quiet and listen.

N is for Networking…you must have  a top of mind awareness of growing your network of contacts and fans at all times. Ask and ye shall receive.

N is for Nondisclosure Statements…this is a legal binding document that prohibits anyone that signs it from talking to others about your invention, idea or creation.

O is for Own Your Brand…Know what you want, and be a walking talking advertisement for your product!

P is for People…Remember you are in the people business when you are a MOMpreneur even if your product is dog food.

P is for Publicity…A vital FREE resource for any new business. Learn as much as you can about how to obtain it.

P is for Photos…Have a large inventory of great photos of your product in action. If you have a new concept that consumers have to be educated on,  the best way to explain and sell is with great photos!

P is for Photography Release…If you have models in your photographs you’ll need each of them to sign one. You can find an example of one by clicking here.

P is for Patents…Do you need one? Is your idea “patentable”? How much does a patent cost?

P is for Plan…You can’t wish for what you want…You can’t hope for what you want…YOU MUST HAVE A PLAN!

Q is for Questions…Always be asking them, then shut up and listen.

Q is for Quiet…As in be quiet and learn from others!

R is for relationships…Nurture those relationships that can benefit you. Take someone to lunch once a week, write handwritten thank you notes to stay connected.

R is for Royalty…Licensing your idea and collecting a royalty on the wholesale sale could be the way to get your idea on the shelves.

S is for Social Media…Don’t be intimidated. Learn the basics first, Facebook, Twitter, YouTube, Pinterest and LinkedIn are all FREE and will be your best marketing avenue if you used them effectively.

T is for Trade shows…You don’t have to be a vendor. Attend them and learn. Ask questions, compare and have a hands on trial with your new business.

U is for Understand…What you can and can’t do, that is. If you can’t do some part of your business then hire it out. But understand a some about every aspect of your business as well.

U is for USPTO.gov…The Trademark office of the US. Go here to search to see if you are infringing on a trademark and conduct research on your own.

V is for Vision…What is your vision for your product, brand or company. Map out a clear path to obtain your vision.

W is for Who, What & Why…Who is your target market? Why would they buy your product/buy from you? What problem is your idea/business solving. Use the answers to these questions in your marketing materials.

W is for Work for Hire Agreements…You may need one of these depending on what your needs are. If you file a patent you will most certainly need it.

W is for website…Do I have to say you need one? Well you do, you can even get one FREE on WordPress.com. Consider having a blog on your site, it will boost your street cred and SEO. Update the site at minimum once a month. Don’t have snow falling in the background on Independence day. Absolutely have a links to your social media as well as a newsletter or blog subscription option. Once people find you, you want to stay connected!

X is for Extra Mile…If you are going to be a success, you’ll have to go here. Slackers stay home.

Y is for YouTube…Customize your channel and have at least 3 videos that explain your product, demonstrate it and help sell you as an expert on your subject and your product category.

Y is for You…Do have the IT factor? The IT factor keeps you going when you think you have exhausted all resources, it feeds energy when you just want to give up, and searches for the cracks in the windows that you might be able to pry open.

Z is for Zip Code…Do you have contacts in a lot of them? I can’t stress enough the value of connections and your network of contacts.

Written by Taryn Scher of TK Public Relations

I get piles of inquiries from companies on a weekly basis who THINK they want PR. This post is not meant to scare you- just prepare you- because a successful PR campaign can take you from local company to household name nationwide. But you must be ready to dive in 100%. Recognizing first and foremost that PR is not a quick fix- but rather a long term branding approach- is the first step in the right direction. So relax, breathe and buckle up for the long hall.

Answer these Questions to Find Out if You are Ready for PR:

-Do you have the following things ready?

In order for your PR campaign to be successful this checklist is a must to get started, no exceptions:

-a website that you are proud of and clearly represents your brand (this may be the only touch point people ever come into contact with your brand)

-sample inventory that you can send out for photoshoots/testing

-clean product photographs (preferably shot on a white background)

-a digital media kit. (includes all available product, bios, company info- do not include wholesale information or wholesale prices)

Everything else can follow with time, but before you even think about picking up the phone to hire a publicist, be sure you have these available (or the materials and willingness (ie money!) to get photographs taken and a digital media kit put together)

-Do you actually have time to put into PR?

Does it take you 3 or 4 days to respond to an email or return a phone call? If the honest answer is yes, you are not a good match for PR.

Reporters work on deadlines that are given at a moment’s notice. I often receive a phone call at 5:05pm when most people are heading home for the day, from a reporter on deadline for 5:30pm. If I’m unable to give them the interview they need, they’ll call someone else who can. You need to be available at all times to fulfill these requests.

More often than not, I find myself shipping samples for next day delivery upon receiving a request for a photoshoot that is scheduled to begin in less than 24 hours. If you aren’t available to fulfill the request, the editors will find another brand that can. Make sure you have access to adequate sample inventory to fulfill these requests or that you are ready and available to fulfill them yourself in a moment’s notice.

-Are you a good communicator?

It’s okay if you are camera shy. But you need to have an in-house spokesperson for the company. Someone high up in the company needs to field the interviews and handle any television appearances. It will help if the same person fields all interviews and appearances- ultimately becoming the face of the brand.

And on the note of television appearances…

The most charismatic, outgoing of people will freeze on live television if they haven’t rehearsed, or worse, forget the key points and gibber on about nothing for 4 ½ minutes.

Have respect for the television producer to put on a great segment. Rehearing beforehand is a MUST.

On that note, if you are going to be doing your own PR outreach- knowing how to write to a media person is a must. You cannot “sell” a media person. You can’t use any buzz words to glorify your product- you must be to the point and convincing but not in a sales-pitch kind of way. Media people are much easier to turn off than they are to get excited about a product.

-Is a social media strategy right for you? 

While I have helped many clients launch their social media strategies, one thing I firmly believe is that in order for social media to truly work, a ghostwriter will simply not make the cut to running your blog/Facebook page/Twitter account.

Of course, some of the content can come from elsewhere, but to really get to the heart of the day-to-day happenings in your brand, someone who is in the office, has their sleeves rolled up and is immersed in everything that’s going on with the company should be running the social media interactions. I’m not saying it needs to be the highest person in the office- it could even be an intern- but someone who is actually THERE needs to be the one revealing the happenings. Otherwise, the content screams inauthentic and is likely not as involved as it could or should be.

If you are going to engage in social media- really go for it. Don’t just post once a week- what if someone asks you a question? Do you respond immediately or does it take 5 days? If it is going to take you 5 days, don’t bother. And never delete a customer service issue or inquiry- this is a great opportunity to publicly fix a problem and show how great you are at customer service. Deleting the post will only make that person angrier and more likely to go on a rant about you publicly.

Coming next month: The difference between advertising, marketing and PR

Written by Taryn Scher of TK Public Relations

617.529.6572
taryn@tkpublicrelations.com
www.tkpublicrelations.com

Pinterest 101.