by IMC | Oct 8, 2012 | Blog, Branding, Credibility, Media Relations
Opinion-editorials (op-eds) are a standard way organizations, private sector and nonprofits, inform the public about issues. That’s done as a service to society.
For example, a family restaurant presents research about what kinds of dinner conversations develop children’s confidence and public speaking skills. However, this exposure in the media can simultaneously enhance the restaurant’s brandname, bring in new business, and confirm in the minds of the regulars that they have selected the right place to dine.
At one time, op-eds, which are really commentaries, were only published in mainstream media. Those include local and national newspapers and magazines, public service announcements on radio and television, and trade publications. To get that placement, back then you had to pitch to the editor or producer that the topic and point of view are something the public needs to know about. The same thing applies now, only that there is more competition to be heard.
That means that your pitch must be custom-made to stand out from all the others approaching particular editors and producers. And that must be done on an exclusive basis. Ask that media property to get back to you in 10 days so that you can then try somewhere else. If rejected, then finetune the pitch for another member of the media. Some media outlets want to see the completed op-ed, not the pitch. Find that out. Often the media provides submission guidelines or contact them about preferences.
The good news today is this: Because of social media, you can also publish them on your own blogs, online videos for YouTube, and as a guest commentary on others’ blogs. Yes, you can do both. You can have your point of view on safe driving for teenagers published in THE HARTFORD COURANT and on your own and others’ sites. But each has to have a different angle.
The challenge is to attract readers or viewers and have them share the op-eds with others. Here are 5 tips from Image Marketing Consultants on how to make your commentary “sticky”
Be topical. Tie in your op-ed on safe streets with a holiday like Halloween.
Have a provocative headline, first sentence, and first paragraph. This provides incentive to busy readers and viewers to check out the commentary.
Present in the public interest. Frame everything to be useful to the public, not to promote your organization.
Include enough information. From all your data and arguments select out the most persuasive. Too much will overwhelm.
Create new value. This might take the form of a survey you have done that has surprising results. To do that survey you might partner with a business school or professional services firm which would welcome publicity.
Once your op-ed is published or is broadcasted, repurpose or recycle it for pitching to other media for interviews, emailing to prospects and clients/customers, embedding in your media center on your website, posting on your Facebook page, and creating a shortened URL for tweets.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on Media Relations, Marketing, Partnerships, Special Events, and Social Media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Oct 4, 2012 | Blog, Credibility, Marketing Mix, Tactics
As the presidential debate referee Jim Lehrer, reports influential NEW YORK Magazine, delivered a performance which was not “inspired.” In this media era, with so much brilliant content competing for attention, no one can afford to put themselves out there as “uninspired.” That lack of an investment of thought, energy, and emotion has become a crime against the human attention span.
So, how can you ensure your communications will be inspired? Here are 3 tips from Image Marketing Consultants.
Slow down. In 2009, executive coach Marc Lesser wrote a breakthrough book “Less: Accomplishing More by Doing Less.” He presented compelling evidence that when people and organizations stop trying to be so speedy they produce higher quality work that gets superior results. Focus on just a few things you know you can do well.
Listen. If you open yourself up to what’s happening in your business and outside in the marketplace, you will get an earful. The world is constantly telling you what you need to hear. The challenge is being willing to take in that data, negative as well as positive.
Edit. The most effective communications, such as from Apple, result from continually tossing material which doesn’t seem on the money. What turns out to be final will probably contain very little of the first few drafts.
Inspired communications start with you. You have to let the organization know that you will not tolerate anything less.
Kate Sirignano, founder of Image Marketing Consultants, invites you for a complimentary consultation in Marketing, including Advertising, Partnerships, Public Relations, Special Events, and Social Media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Oct 1, 2012 | Blog, Marketing Mix, Partnership, Tactics
In a disruptive era we have to be measuring how our organizations are doing in a lot of different ways. The traditional “vital signs” about sales and profits are no longer enough. We have to develop fresh metrics derived from what the other players are up to, right now.
Even established companies like Kraft, which Blooomberg Business Week reports, had a 4% boost in sales, has to look beyond itself. Today after its North America Grocery split off from its snack division it is listed as a separate company. In that space it has to anticipate the myriad moves which the competition will make. The fundamental of game theory is not to make decisions in isolation but only in reference to what other players are doing or might do. The resilient chief executive officer of News Corp Rupert Murdoch studied game theory when he was at Oxford.
Here are 3 tips from Image Marketing Consultants on how to review your performance:
Listen. The marketplace will let you know in detail what’s okay and not okay. Use your special events, social networking sites, and surveys to be your ear-extenders.
Form partnerships. Together you have more insight on what metrics count and which have become irrelevant.
Hire employees and consultants who aren’t a hand-and-glove fit with your organizational culture. Then ask them daily how they rate your strategies and tactics.
In his management classic “How The Mighty Fall,” Jim Collins cites smugness born of success as the reason why an enterprise begins to decline. Prevent that by developing multiple perspectives for tracking success.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations for marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Sep 27, 2012 | Blog, Media Training
You are invited to be a guest on a television show. That might take the form of a 90-second interview or participating in a 20-minute panel. Of course that can provide exposure for your point of view, brand, cause, product, or service. However, television presents unique risks to those who are not “regulars” on the small screen. Here’s what you must know before you accept the invitation.
Does the camera love you? You can test this out in an unsophisticated way by having someone video-tape your simulation of what you would be doing during an appearance. If it goes okay then you might rehearse with a presentation coach who specializes in television.
If you and third parties observe you come across poorly and you sense that you may not be able to improve in time for the programming you might decline. However, think this through. Television remains a powerful medium. Politicians who initially were inept in front of the camera invested heavily in training and got significantly better.
What kind of reputation does the program have for controversy? You must research this. Are gotcha questions asked? That’s exactly what businesspeople have done for decades before appearing on “60 Minutes.” They came to understand what tactics interviewers and the camera-people tended to use and prepared for those. You can also attempt to negotiate ground rules.
Often those appearing on television create a script and then derive talking points from it. In that way they can come across as unscripted and can be flexible in what they say and how they say it. However, they know exactly the points they intend to make. With training they can gain control of the entire interview process.
Find out how the interviewer and other guests tend to position and package themselves. Based on that information you will figure out your persona as well as the content of your remarks. If they tend to be flamboyant, you will likely have to add some performance art to how you present yourself and talk in headlines or attention-getting soundbites.
What is the usual attire? Some shows encourage formal dress. Others are more casual. Also it’s important to check with a media consultant who understands the visual aspects of television what colors and cut of dress or suit you should wear.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations on media relations, including television interviews, marketing, public relations, special events, partnerships, and social media kate@imagemarketingconsultants.com 203-404-4868.
by IMC | Sep 25, 2012 | Blog, Celebrations, Marketing Mix
Holidays are wonderful platforms for special events. That’s what we at Image Marketing Consultants recommend to our clients.
For example, for Halloween, pet stores might sponsor costume parties for cats and dogs and for Christmas family restaurants could provide children chats with Santa. Those create good feeling about your enterprise, enhance the brand, can attract new business, and give the media a fun reason to cover you.
Yet staging a special event represents an investment of time and money. The first step in succeeding is to have people attend. Here are 3 tips from Image Marketing Consultants.
Blend classic with novel. Everyone loves the ghoulish themes associated with Halloween. But what pulls them to your event and not the one two businesses over is the fresh twist. You could have an expert on the paranormal present a slide show on the history of Halloween.
Provide incentives. Often consumers need that extra push to participate. Here you can partner with another business, creating publicity for both of you. For example, everyone who shows up is eligible for a drawing for a complimentary yoga lesson with the spa down the road. Have those from that business participate in your event.
Promote. If the event is highly visual, you might be able to get the attention of the media. But even if it isn’t, you can leverage your own social media to create excitement. That could include Facebook, tweets, blogging, videos on YouTube, email blasts, podcasting, and webinars. When the event is over some of that material can be sliced and diced and repurposed for other uses. In creating buzz before, during, and after the special event, if you’re partnering, make the promotions a joint effort. That both can increase the impact and stretch both budgets.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations for Special Events, Partnerships, Social Media, Advertising, Public Relations, and Social Media kate@imagemarketingconsultants.com, 203-404-4868.
Opinion-editorials (op-eds) are a standard way organizations, private sector and nonprofits, inform the public about issues. That’s done as a service to society.
