What is your social worth?
"Jenee', what are you talking about.... you're speaking publicity jargon!" Yes, and I am not a big fan of jargon in any business environment.... but we may as well get familiar with it because it's not going anywhere.
Social worth... is "my" term. If it already exists.... I doubt it has the same definition as I have given it. In oreder to gain exposure / publicity you need to determine your social worth.
Social worth is finding the most "generic " part of you or your business that appeals to the masses. This will give you a platform of why the public should care about your product or service. In turn, this is where you start in getting media attention.
For instance, Pur Publicity's social worth is my ability to work in multiple industries with diverase industries. I'm not industry specific.... I don't have to discriminate agaisnt any one business industry. Pur appeals to the masses of businesses out there, because I can find what makes you media interesting.
Determining your social worth will allow you to build a publicity platform for yourself. If you are an author.... perhapes it the story in how you came to be a writer. If you own a construction company, maybe it's your inovative building techniques that brings customers back over and over. If you are a charitable organization..... maybe it's your "clients" that are able to tell your story better than you can.
Identifying your social worth will also allow you to network better as a business. When you have social worth, you have more knowledge in what you need to build your business. You can better determine your "audience"... which is very important when try to figure out where your "puiblicity" should live.
We will tackle "determining your audience" in a future post. In the meantime.... calculate your social worth so you have "something " to tell the media about. You can't just tell the media you exsist.... they need more to feature you.
If you need help determining your social worth.... I can help you! Contact Pur Publicity: pur.publicity@gmail.com
Sunday, July 19, 2009
Monday, July 13, 2009
Get Strategy!
Are you changing up your publicity strategy?
Publicity is no different than technology in many ways… it’s ever changing as quickly as the newest gadget does! Fail to change up your publicity platform… and you will surely miss out on endless opportunities.
What ever your business…. construction, the arts, an author or a health care company… it’s time to get creative and come up with your own publicity “gadget.” This is not to be confused with a “stunt”…. stunts are short lived and have little lasting impact. My best suggestion is to take a look at what makes you or your business interesting. Not interesting to you, your mother or your employees. What makes you interesting to the woman standing in front of you in line at the grocery store! Why should she care about you or your business? If you can answer that question…. free publicity will forever follow you.
I met with a great Indianapolis based author today and we talked about how political the book business has become. It’s not enough these days to be a fantastic writer…. it’s not enough to have an awesome story to tell. When John Grisham’s name takes precedent over the title of the book…. you know you’re buying the author, not the story! Don’t get me wrong…. it “should” be about the literature! But… if you can get the public to fall in love with “you” at some point, it will be about the literature…. and you will have loyal readers for a lifetime!
If you want to be noticed…. and aren’t getting the attention you think you should be…. change your strategy. Stop announcing the obvious. ” I’m a watermelon farmer…. and I sell watermelons… don’t you want to buy my watermelons?” If you change the way you “see” your business…. I promise… the public will also see you differently. ” I’m a watermelon farmer…. I farm my melons in the off season…. in a greenhouse, with a hydroponic dehydration system. Don’t you want to taste the difference?” Now, that is a watermelon I believe I should buy!
Tips to help you identify what makes you “interesting.”
1. Your history…. ie…. How did you become a watermelon farmer?
2. Your method… ie…. hydroponic farming, enough said!
3. Your accolades…. ie…. Lance Armstrong loves our melons!
4. Your truth….. ie….. I didn’t know what else to do with my life, so I chose watermelons! Ridiculous, sometimes the truth will get you what you want!
5. Your mission…. ie…. I have a bet going with our staff…. I think we can sell 18 tons of watermelon this season….. they think I’m nuts!
I know…. some of the examples are comedic in nature, but keep in mind what is in the newspaper everyday…. what are you seeing on the news every night. The world could use a little humor… and who knows, you may have just the business or commodity that supports that concept. If not…. take on a “sentimental” strategy…. or, a “useful” strategy.
A strategy exists for you…. go out a get one!
Publicity is no different than technology in many ways… it’s ever changing as quickly as the newest gadget does! Fail to change up your publicity platform… and you will surely miss out on endless opportunities.
What ever your business…. construction, the arts, an author or a health care company… it’s time to get creative and come up with your own publicity “gadget.” This is not to be confused with a “stunt”…. stunts are short lived and have little lasting impact. My best suggestion is to take a look at what makes you or your business interesting. Not interesting to you, your mother or your employees. What makes you interesting to the woman standing in front of you in line at the grocery store! Why should she care about you or your business? If you can answer that question…. free publicity will forever follow you.
I met with a great Indianapolis based author today and we talked about how political the book business has become. It’s not enough these days to be a fantastic writer…. it’s not enough to have an awesome story to tell. When John Grisham’s name takes precedent over the title of the book…. you know you’re buying the author, not the story! Don’t get me wrong…. it “should” be about the literature! But… if you can get the public to fall in love with “you” at some point, it will be about the literature…. and you will have loyal readers for a lifetime!
If you want to be noticed…. and aren’t getting the attention you think you should be…. change your strategy. Stop announcing the obvious. ” I’m a watermelon farmer…. and I sell watermelons… don’t you want to buy my watermelons?” If you change the way you “see” your business…. I promise… the public will also see you differently. ” I’m a watermelon farmer…. I farm my melons in the off season…. in a greenhouse, with a hydroponic dehydration system. Don’t you want to taste the difference?” Now, that is a watermelon I believe I should buy!
Tips to help you identify what makes you “interesting.”
1. Your history…. ie…. How did you become a watermelon farmer?
2. Your method… ie…. hydroponic farming, enough said!
3. Your accolades…. ie…. Lance Armstrong loves our melons!
4. Your truth….. ie….. I didn’t know what else to do with my life, so I chose watermelons! Ridiculous, sometimes the truth will get you what you want!
5. Your mission…. ie…. I have a bet going with our staff…. I think we can sell 18 tons of watermelon this season….. they think I’m nuts!
I know…. some of the examples are comedic in nature, but keep in mind what is in the newspaper everyday…. what are you seeing on the news every night. The world could use a little humor… and who knows, you may have just the business or commodity that supports that concept. If not…. take on a “sentimental” strategy…. or, a “useful” strategy.
A strategy exists for you…. go out a get one!
Tuesday, July 7, 2009
The Message Question?
As a professional media consultant, publicist and former journalist... I have seen my share of good and not so good messages. Do you have a message? I have found that many businesses and organizations have mistaken their slogans and mission statements for messages.
Slogans are for advertisements.... and mission statements are reminders to your personnel about what they should be doing to ensure they have returning patrons or clients. A business and or organization puts their mission statement out in the public eye to ensure their patrons and clients are getting the service they are promised. It's important not to confuse either for "your message."
So.... what's considered a "message" if yours seems to be taking on the disguise mentioned above? Your message should have value.... it should be genuine and needs to offer clarity.
It's not enough to say you "care" about your customers and that you "put them first" these days. EVERYONE and ANYONE can say this. Why are your clients and patrons unique to you? Why are they different then your closest competitiors clients? You need to put a "value" on your customers.
What makes your business or organization "genuine?" It can't be becuase your honest and fair. Again, Any company can make this claim. For instance, Pur Publicity is "genuine" because I feel an obligation to reveal a compelling story about the people I represent. I stand behind the person(s) I represent not just their business or organization.
Is your message clear?.... And by "clear" I don't mean "obvious." If you own a paper shreding business... I don't need your message to tell me you shred paper. Perhapes instead your paper shreding business is in business to keep its customers most valued information out of the identiy theft trap.
Tweak your message.... Find value, be genuine and offer clarity.
pur.publicity@gmail.com
Find me on Twitter under Pur Publicity!
http://twitter.com/purpublicity
Slogans are for advertisements.... and mission statements are reminders to your personnel about what they should be doing to ensure they have returning patrons or clients. A business and or organization puts their mission statement out in the public eye to ensure their patrons and clients are getting the service they are promised. It's important not to confuse either for "your message."
So.... what's considered a "message" if yours seems to be taking on the disguise mentioned above? Your message should have value.... it should be genuine and needs to offer clarity.
It's not enough to say you "care" about your customers and that you "put them first" these days. EVERYONE and ANYONE can say this. Why are your clients and patrons unique to you? Why are they different then your closest competitiors clients? You need to put a "value" on your customers.
What makes your business or organization "genuine?" It can't be becuase your honest and fair. Again, Any company can make this claim. For instance, Pur Publicity is "genuine" because I feel an obligation to reveal a compelling story about the people I represent. I stand behind the person(s) I represent not just their business or organization.
Is your message clear?.... And by "clear" I don't mean "obvious." If you own a paper shreding business... I don't need your message to tell me you shred paper. Perhapes instead your paper shreding business is in business to keep its customers most valued information out of the identiy theft trap.
Tweak your message.... Find value, be genuine and offer clarity.
pur.publicity@gmail.com
Find me on Twitter under Pur Publicity!
http://twitter.com/purpublicity
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