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 | Aug 24, 2012 | Blog, Branding, Credibility
“What a dumb thing I did and it was a risk I didn’t have to take.”
That’s a regret we at Image Marketing Consultants are hearing more often. That’s because just about everything, ranging from the economy to social norms, is in flux. That means that much of what involves public interaction involves some degree of risk. Of course, it’s not possible to avoid all risk. Play it “too safe” and you can come across as inauthentic.
Yesterday, we at Image Marketing Consulting listened to a webinar that proved puzzling. The expert who presented material about media, from the get-go, used industrial-strength profanity. The audience numbered over a 1000. Therefore, we have to assume some of them might have been quite turned off. One of our staffe noted that the presenter’s credibilty was deep-sixed by that incredible lack of sensitivity about who might be in the audience.
Here are 3 tips from Image Marketing Consultants on how to approach risk in smart ways:
Know the audience. It might consist of one, the job interviewer, or a 1000 as with the webinar. Research their values, especially social norms and the organizational culture. Then align what you say and write with those. The best salespeople do exactly that. They call it “mirroring” the prospects.
Trial-run everything. In marketing, even small businesses test out several kinds of email communications before they launch a major campaign. In your head or on a piece of paper a certain approach may seem great. In reality it could fail to resonate or offend those you can’t afford to irritate. Find trusted allies you can run material by and role play for.
Everything changes. Just because a tactic worked last month or in a robust economy doesn’t mean it will be effective today. That’s why it’s shrewd to investigate the mood of the audience. If the company just lost a major defense contract and you are trying to sell your products to it, you will have to frame your sales pitch accordingly.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultants for Marketing, Partnerships, Advertising, Public Relations, Social Media, and Special Events kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Aug 15, 2012 | Blog, Credibility
You spent a lot of time and money creating a brochure, flyer, website, or blogging initiative. Yet, you are not not getting a good rate of conversions, that is, the action you want the target markets or constituencies to take. That might be calling you for a complimentary consultation, ordering your product, redeeming a 15% off coupon for dinner at your restaurant, or contacting their elected officials about a bill proposed in the legislature.
There could be a number of reasons for disappointing results. One overlooked one is that the tone, organization, and content of the marketing materials undercut your credibility. Let’s cut to the chase. Your credibility consists of two entities. One is evidence that you are competent in your field. The other is that you are to be trusted.
So, how might you be presenting yourself in your marketing communications as less-than-credible? Here are some practices that could be working against your message and you:
* Bad timing. Folks are enjoying the last of the lazy days of summer and you are pitching snow removal. They roll their eyes and resent that you’re intruding on their relaxation. Get into the head, heart, and mood of the recipient before you create a campaign, including the timing.
* Not citing sources. If you state that X number of people are obese along the Northeast Corridor and don’t provide the source – for example, the American Medical Association – you come across as sloppy in providing information and/or an amateur. Always back up your information with a source. Better yet, provide the link (and check if the link works before pressing “publish.”)
* Too much or too little information. This is the era of Twitter or short form. Too much makes you appear out of touch. Since this is also the age of mistrust, too little can position you as not respecting the recipient enough to take the time to tell the whole story.
* Typos, grammatical mistakes, missing words. Proofreading copy and doing that twice or even three times are prerequisites to maintaining the right image. If you can’t afford a full-time or contract proofreader on staff, barter for this service. For instance, the work-at-home proofreader in your condo complex might trade off services for a membership at your gym or discount food-purchasing club.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations for Marketing, Partnerships, Advertising, Public Relations, Social Media, and Special Events kate@imagemarketingconsultants.com, 203-404-4868
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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.
