Tag Archives: public relations

How to Amplify Messages by Cultivating Audiences & Influencer Relationships

Posted on September 13, 2012 by | 3 Comments

It’s not a comfortable question, but in today’s connected world, it’s one we communicators have to ask ourselves.  And here it is:

How many of the media and influencers in our  media databases hear regularly from us (or our brands) other than when we have a press release in hand or a story idea to pitch? 

In many cases, the answer is “Rarely.”  However, social media offers us the ability to develop relationships at our fingertips, as well as some opportunities to significantly improve our personal effectiveness, and the resonance of the messages we publish, specifically:

  1.  The ability to create a landing pad for messaging, by cultivating an interested audience; and
  2. A way to develop personal relationships with key influencers that will keep you “present” and top of mind.

Creating a bouncy landing pad for messages by cultivating your audience before you communicate:

It’s not unusual for a PR campaign to still operate on the “Ready, aim, fire” principle.  The audience is targeted and the message is subsequently distributed.  Follow up calls are made.   This approach misses one of the greatest gifts to PR from the inventors of networks like Twitter, Facebook and Pinterest – the gift of ongoing audience attention.  Any content marketing strategy worth its salt makes social channels a key distribution network for messages.  PR pros need to embrace this strategy, too.  Why?

Every day, on social networks all over the world, with absolutely no regard at all or whatsoever for our various and sundry communications plans and corporate schedules, conversations are happening relating to the products, services, ideas and causes we spend our days promoting. People are looking for information.  Bloggers are blogging. Consumers are considering what to consume next.  If we’re lucky, several of these actors might alight upon a message we published.  If we’re unlucky, however, they may overlook our brands completely.

Now, some folks aren’t considering capturing these spur of the moment opportunities.  However, those communicators who are more dialed in to their marketplaces – and, arguably, their company KPIs (key performance indicators) – do care deeply about these opportunities – and they’re wise to do so.   The ability to capture the ongoing attention of your audience can result in extremely measurable outcomes, and create a soft, springy and receptive landing pad that can bounce your messages around to different people who will amplify it for you.

Modernizing media relations with meaningful digital connections

The second opportunity social media offers public relations practitioners is a more modern approach to media relations.  And no, I’m not talking about simply sending out pitches on Twitter.   By paying attention to what journalists are doing on social media, you can:

  • Develop a good idea of what sort of stories interest them. (What do they tweet, bookmark or read via social reader?),
  • Identify other opportunities for coverage or exposure beyond their primary beat (Do they pin images on Pinterest? Contribute to a blog in addition to their beat?  Create vlogs or podcasts? These are all parts of the news hole.)
  • Learn what sort of content is popular with the larger audience.  (Which stories trigger enthusiastic sharing?)
  • Find non-traditional influencers who weren’t on your radar screen but are nonetheless influential, especially in niche areas of interest.
  • Understand what topics are near and dear to the hearts of the audience.

The act of simply paying attention to the conversation around topics central to your organization is always informative.   An added bonus is that you’ll be able to subtly introduce yourself into the conversation (and to the key players) by adding value when you start sharing useful information, and sharing content posted by others among your own social network.   Tweeting a journalist’s story is a positive way to get on his or her radar screen, especially if you have cultivated a solid and relevant following yourself.

Developing digital relationships

The good news is that cultivating audiences and developing good digital relationships with media and influencers on social networks are achieved through similar means.    Here’s how you do it.

  1. Develop a focused presence on the social networks germane to the topic you’re promoting.   This presence is ideally branded, but it can be a personal presence bearing your name, as well.  If you’re ambitious, you can do both.  Either way, be transparent about who you are, and where you work.
  2. Delve into the topics at hand. Become an expert, share your expertise, and share good content.  Engage in conversation.  Focus on being helpful, interesting and authentic.
  3. Research hashtags, follow lists and read what others tweet.  Get a handle on the nature of the conversation in your space.  Learn what sort of content resonates with the influencers who have gained your interest.
  4. Look at your media list and connect with key media who have also developed professional presences on social networks.  Important: pay attention to how these folks use social media.  If they don’t talk shop on their Facebook wall, you should avoid doing so too.
  5. Commit to building these presences over time.  It takes time to gain traction with an audience.  Along the way, you have to care for and feed your social presences.
  6. Practice the 90:10 rule.  Fully 90% of what you share shouldn’t be brand-focused.   Act as an editor at large, finding and sharing lots of interesting stuff.   Yes, you can drop one of your messages into the stream every now and then.  But if you want to create and maintain interest, you’ll need to be selfless with the content you curate and the presence you construct.

As you proceed, you’ll pick up more followers, and find interesting people to follow. You’ll identify influencers.  And if you do it right, you’ll become a valued member of the community, one who others rely upon for great information.   You’ll be creating a receptive audience for key messages, and positive relationships with influencers who matter, and triggering a loop of incredibly valuable attention, interaction and opportunity.  We call this new approach to PR and content marketing Agile Engagement.

Author Sarah Skerik (@sarahskerik) is PR Newswire’s vice president of social media.

Image courtesy of Flickr user  stevendepolo.

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Dear Gracie: PR Pros on Their Most Important Career Lessons

Posted on September 7, 2012 by | 4 Comments

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I’m a student working at my first PR internship this summer. What’s the best advice a long-time PR professional can give me? What’s the most important lesson they’ve learned throughout their career in this industry?

Advice for an Amateur

*************

Dear Advice for an Amateur:

1. Go the Extra Mile. Film producer Samuel Goldwyn once said: “The harder I work, the luckier I get.” That is, the harder you work, the more ideas and chances you make for yourself.

PR is strategic, but it is also about making that extra phone call, sending that extra email or following up that one extra time, says Doug Drotman of Drotman Communications. Expose yourself to opportunities.

2. Set Realistic Expectations. Thomas Lee, founding partner and head of public relations at 451 Marketing, was representing a local radio station that had arranged for the musician Uncle Kracker to perform live. He made a few calls and got every major outlet in the area to guarantee they would cover the event. He told his client “every media outlet will be there,” and of course the client was thrilled.

This is what most seasoned publicists would consider a cardinal sin, says Lee. Because despite guarantees, not a single media outlet showed up to cover the concert. The lesson learned was that, as a publicist, you ultimately can’t control the media. There are so many variables that can keep a media outlet from attending an event, publishing an article or running a broadcast piece — breaking news, traffic, adverse weather, advertisers, editors who need more space, etc. — that nothing is ever a certainty.

“Always under promise and over deliver,” agrees Shannon Blood, account manager at Off Madison Ave.

3. Stay Cool Under Pressure. “Grace under pressure can make all the difference,” says Karyn Martin, vice president of 451 Marketing. “When a situation isn’t going as planned, your reaction can make or break it with your client.” Put others at ease by rising above the situation — and you’ll be at a real advantage in the PR industry.

4. Remember the Details. “My most important PR lesson can be summed up in one word: ‘parking,’” says Zipporah Dvash, assistant vice president of public affairs and development for SUNY Downstate Medical Center and University Hospital of Brooklyn at Long Island College Hospital. In a dense urban area like New York City, reporters will not only evaluate the merits of your pitch, but also on whether they can get their crew to your location. “Every pitch of mine includes ‘we will arrange parking,’” she says.

5. Always Represent. Tradeshows are frequently in Las Vegas, but remember that you’re there on your client’s dime and always representing them, says Jeremy Pepper, a long-time PR consultant and blogger. “You can go out and drink, but you better be on time for the events and never hungover.

6. Be Proactive. As a journalist, you can only report — you can only be reactive — but as a PR professional, you can make things happen — you can be proactive, explains Dan Collins, senior director of media relations at Mercy Medical Center.

He learned this lesson on his first PR job, when a local musician was brutally mugged and her five-figure violin stolen. Collins set up an effort to offer a reward for the stolen violin, and also to get her medical expenses covered. This attracted press coverage, and in turn, it also attracted the criminals, who came forward to try and claim the reward, and ended up getting caught.

“PR and journalism are truly two sides of the same coin,” says Collins. But the ability to be proactive is the power of PR.

7. Be Sincere. “Be genuine and you will be believable,” says Chris Leogrande, director of media relations at Utica College. “This has served me so well in my relationships with reporters. If I can’t answer their questions, I tell them why I can’t.” For example:

  • Press at this point could endanger our funding.
  • We have a policy not to release personal information on employees.
  • I don’t know the answer to that but I will try to find out.

“Never, ever lie to a reporter. No matter what,” says Lewis Goldberg in his post “PR Lessons Learned.” “You will be found out and you will personally lose credibility and hurt your client deeply.”

8. Win Trust. “Far too many relationships become ones based on a vendor-supplier dynamic rather than a trusted partner relationship,” says Bill McLaughlin, PR and social media pro with Lois Paul and Partners, in his post “Client-PR Agency Relationships: It’s a Matter of Trust.” Here are some ways to build a relationship with a foundation of trust:

  • Give clients a reality check. It is crucial at the outset that clients understand their assets, strengths and weaknesses, desires and goals, etc.
  • Avoid investment expectations. “The agency needs to deliver results, but the client also needs to pay for the cost of those results.”
  • Provide financial transparency. Once a budget is agreed upon, make sure the client is aware of how activities are tracking to the budget.
  • Nip issues in the bud. Don’t hesitate to talk about expectations or problems. The sooner those conversations take place, the better.

A trusted relationship should also include respect and privacy, adds Brooks. “No matter the context of your work, and no matter what reporters ask or think they know, some conversations and information should be kept out of public view.” Keep your word.

9. Remain Tactful. “Know the right time to speak up and the time to be quiet,” says Rachel Hutman, communications pro with Clearpoint Agency. It’s a fine line, and something you learn as you go, she says.

Additionally, remember that in times of crisis it’s important to say something to the media, says John Brooks, director media relations and news at North Park University in Chicago. “Reporters will find someone who will comment, and you probably won’t like what these ‘spokespersons’ have to say.” Always return phone calls to reporters in a timely fashion and have a written statement to share, even if it contains little information.

10. Pick Your Battles. “The client is always right, even when they aren’t,” says Susan Tellem, partner of Tellem Grody PR. “It’s critical that public relations pros offer their best advice when clients ask and even when they don’t.”

Tell clients what you think and why, Tellem continues. “If the client doesn’t agree for whatever reason, tell them: ‘You’re the client. While I do not agree, I will help you achieve what you want to do to the best of my ability (as long as it is not illegal or immoral).”

11. Collaborate. Work as a true partner with your internal stakeholders or clients, says Rachel DiCaro Metscher, corporate communications director of Hobsons. A good collaborator will clearly identify needs, provide a solution that works, make sure the work gets done and follow up. “The ability to work well with each person is vital to the success of their project and mine,” she says.

“Set goals as a team,” adds McLaughlin. “Begin with realistic goals that include some quick return possibilities so that everyone can see immediate traction for the program.”

12. Beware of the Status Quo. “The status quo is the enemy,” says Lou Hoffman, CEO of The Hoffman Agency. “It’s easy to fall into the trap of doing something the same way because that’s how it’s always been done.” There’s always room for fresh thinking.

13. “Pitch Sensibly. “Send a pitch because it’s the right story for the right media person,” says John Goodman of John Goodman PR. “Dumb pitches to appease a client will come back to bite you with the media.”

14. Read a Lot. “You cannot be well-read enough in the PR business,” says Atlanta publicist Dan Beeson. “Sample as many literary genres as humanly possibly.”

15. Have fun. “While PR is a job, taking the joy of life into your job will make you way more effective,” says Goldberg. “If you just see what we do as a slog to get through, you will not be doing anyone any favors.” Enjoy your life and your job and your work will reflect this.

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Dear Gracie: Getting the Press to Cover Your Conference

Posted on August 24, 2012 by | 1 Comment

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of more than 44,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your friends can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I’ve been tasked with wrangling up press to cover and attend an upcoming conference. Although the organizers have some great content, the conference is a newbie on the circuit and it’s been difficult to get this on press radars. I’m looking for a Conference Confucius to offer up some advice.

Conference Conundrum

********

Dear Conference Conundrum,

Five ProfNet experts offer some advice on how to get the press to cover your conference:

Newsworthiness

If you’re trying to get reporters to cover your event, the first step is to try and get them to come, says Vince McMorrow, associate vice president of Fahlgren Mortine. Many reporters nowadays have gotten the green light from bosses to travel to events. “What gets them there is good content,” he says.

“News is news — you can’t make it up,” says Lisa Layne, principal of Lettuce PR. News outlets will never come to your conferences again if you say there is news to announce, but then just treat it as a messaging outlet. If you spin a conference that isn’t newsworthy, you can damage your PR career.

How do you know if your conference is newsworthy? McMorrow suggests asking these questions:

  • Do you have speakers that are well-known in the industry?
  • Will there be sessions/tutorials on topics/trends critical to the industry?
  • Can you leak some of the information to the media before the conference to entice them to attend or cover?

“Big subjects sell themselves,” explains John Brooks, director of media relations and news at North Park University in Chicago. For example, when Brooks was director of news for a mainline church denomination, they’d get coverage for anything controversial happening at the national assembly. Matters relating to sexuality and the church, as well as a church-to-church agreement that some members of both churches opposed, drew the press in particular.

“Unfortunately, controversy seems to work, but it can open the door for coverage of other conference happenings too,” says Brooks.

Furthermore, in these days of tighter budgets, a reporter might not be able to travel to your event, so in that case, provide them with a phone number they can call to talk to someone, or provide them with the necessary info to watch it live (like if there’s a webcast of the conference), says Brooks.

And if there is a webcast, tell the reporters when to watch for key subjects, Brooks continues.

If online attendance is an option for a national conference, then make a concerted effort to get press from all over the country to attend from their desks, suggests Elizabeth Arritt, director of marketing at Omega Performance Corporation. Send out personal messages to different reporters in different cities, and highlight speakers from their area. This generates local coverage all over the country, she says. (She used MEDIAtlas to find these reporters.)

“Survey attendees and then offer the results to the media,” suggests McMorrow. “Ask for media input in the initial stages of creating the survey, so that you can get their buy-in. Provide it to them after the event to continue getting coverage.”

Work the Reporters

“Get to the right reporter,” says Brooks. The reporters who cover your beat will be the most interested in your conferences.

If reporters do decide to attend your event, make sure they have press passes that will give them access to all areas, says McMorrow.

Before a conference, Brooks travels to the city where the conference is being held and visits with industry reporters and assignment editors to tell them about the event.

When Brooks worked for an agricultural organization, the reporters most interested in their events were farm reporters and broadcasters. “They’d come and talk to several agricultural experts, and use those comments for several days. What worked there was providing solid content to beat reporters interested in the subjects we were communicating,” he says.

Being transparent and inviting reporters ahead of time helps secure coverage later when the conference is being held, explains Brooks.

Also, make your CEO visible, Brooks continues. When the presiding bishop of the church Brooks represents travels to another city for a speaking engagement, Brooks contacts local religion writers and tells them about where the bishop is going, so that the reporters can schedule a meeting and interview with the bishop.

It’s even better if the local host of the speaking engagement contacts local media directly, adds Brooks. But either way, find a reporter who covers your beat, and tell them about your CEO too.

Kill two birds with one stone by hosting a news conference or conference call to kick off your event, Brooks continues. Have your CEO speak to the media about key issues to be discussed at the conference.

“Invite reporters to participate in your conference,” says Brooks. “If you’ve got a communication theme, invite reporters as event speakers, or invite a well-known reporter in the conference city to speak as a keynoter,” he suggests. “Audiences like reporters because they can tell stories relevant to everyone — and reporters sometimes cover reporters.”

High-Profile Names

“The key to press conferences is understanding what type of high-profile names you get there,” says Layne. Try to get industry officials, celebrities, authors, etc.

“Encourage planners to get recognizable names,” agrees Brooks. “The toughest thing to do is get coverage for a great speaker that few have heard of.”

Celebrity endorsements are a highly important factor for conference campaigning, continues Layne. Even if the brand is a yoga mat, a tourism bureau, a new tech gadget — backing your event with a name is crucial.

“Consumers and media want to care about your conference for a reason,” says Layne. If they can associate a household name that they trust, then they trust the brand too.

But she notes that it can be difficult to get celebrities to your conference unless they are already a spokesperson for the event.

To get high-profile names to attend your conference, look for relevant charities, Layne suggests. Do some research. For example, Jennie McCarthy has an autistic child, so if your event revolves around that, pitch her publicist.

If the celebrity bites, send a town car to pick them up, says Layne. “Make it easy for them, and hand hold. It’s like babysitting — but researching the kid’s hobbies first.”

Local Community

“Don’t overlook the little things your organization might be doing for the conference’s host city, particularly if there’s a societal benefit or if it has a positive impact on those who are less fortunate,” suggests George Deutsch, senior media relations coordinator at the International Facility Management Association.

For example, at an expo show in Orlando, Fla., a few years ago, Deutsh was trying to promote the conference and its educational sessions, new products and services, and its sustainability. While he was talking to one of the reporters in attendance, he mentioned as an aside that the company would be donating the excess food and beverages from the show to the needy in the local community.

That brief remark is what the reporter picked up on. “The story ended up being the best coverage we got from the show,” says Deutsch. “It taught me to remember to promote the little things.”

Any information you can provide about how people from the community in which the conference is being held will interest reporters, says Brooks. “They want local people in their stories who are relevant to their readers.”

So for national events, Brooks always tries to include a local-story angle if possible, because that’s the kind of information that gets covered.

Local news organizations are also typically interested in the financial effects of a conference to be held in their town, says Brooks. “It invites coverage of the conference in a different way, which can lead to coverage of the conference itself.” The Convention and Visitors Bureaus could be helpful with this, he adds.

Arritt got great coverage from a local news station where she was holding a conference once with a money-grab exhibit booth. The idea was that a participant would climb inside the booth, and then get 30 seconds to grab as much flying money as they could.

She contacted the local news director and invited their weatherman to do the noon weather report from the booth. As a bonus, they agreed to match whatever the weatherman grabbed and donate it all to Habitat for Humanity (with a guarantee for a minimum donation if he grabbed less than expected).

“It was a great spot,” says Arritt. “They re-ran it for the evening news, and we had copies to use for ourselves as well. It provided us, the station and Habitat with some good PR.”

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Is Content Marketing a New Public Relations Discipline?

Posted on August 22, 2012 by | 10 Comments

Is content marketing really PR?  The immediate answer is “No,” but after a moment’s reflection, that answer may start to inch toward “Maybe.”

The practice of public relations is about influencing public opinion and guarding reputation.   Content marketing is focused ultimately on outcomes like lead generation and sales.  In terms of the old marketing funnel describing the different stages in the buying cycle (awareness, consideration, preference, choice) construct, PR is arguably more “upper funnel,” because it builds awareness and reputation.  Content marketing is positioned deeper within the cycle, in the realms of consideration and choice.

But if you look at the marketplace for audience attention today, the tables have turned on the communicator.  As we all know, today’s attention markets are always-on, real-time, and operate according to each individual’s needs at that moment.  Our customers buy and our stakeholders act according to their own time frames.

This is why content marketing and public relations are suddenly finding themselves elbow-to-elbow in the communications mix, and the strategy.   Both rely heavily on publishing messages with the goal of influencing opinion and generating specific outcomes.

Both disciplines also benefit mightily from the connectedness of our audiences via social media, as well as the new weight search engines are placing on fresh content.  Good messaging can gain traction quickly, and spread virally across networks of people connected by common interests.

It’s important that we step back for a minute, and think about the different audiences for our messages.  Content that is published digitally is very likely to be read by an assortment of people, not simply our target audiences.  We know, for example, that consumers read press releases and seek out the media sections on company web sites.  They perceive that messages for the media contain more hard news, and less marketing spin.  So, we need to write press releases that appeal to a variety of publics, not just key media.  Because those other publics are in fact consuming the news we publish.   And vice-versa.  Professional media are keeping an eye on broader company messaging.

So what does all of this mean to communicators?

Eliminate silos: First and foremost, we have to eliminate silos.  All groups with the organization who are creating content for public consumption need to be hand-in-glove.  Coordinating efforts can create search engine lift and a calendar of consistent messaging that delivers a cumulative effect.  The alternative – i.e. unrelated, scattershot efforts – are at the least inefficient, and at worst, confusing to the audience.  (Read more in our free white paper, “Modern PR: The Art & Science of Integrated Media Influence.”)

Put the audience first: The second take-away for communicators is the vital necessity of adapting an audience-first approach to designing communications.  Simply put, this means asking ourselves tough questions about the content we’re drafting, such as:

  • What about this content is interesting and useful to our readers?
  • What key customer problems does it address?
  • Why should anyone care about this message?

Putting our messaging under this type of microscope can feel a bit uncomfortable, but in today’s competitive arena, in which we’re vying for the attention of our audiences (including journalists!) with streams of other data and information, our success absolutely rests upon our ability as communicators to create the sort of content people value.

Share playbooks & tactics: Content marketers are really good at finding interesting ways to slice, dice and deploy content.  The PR crew owns deep relationships with key influencers and understands the mechanics of public sentiment.  Sharing tactics and intelligence between the two disciplines can create undeniable value for the organization.

In times of change – and we’re smack dab in the middle of such a time – adaptive thinking is crucial.  Instead of protecting turf (or budgets, as the case may be), advocating a new approach for the organization may be the best way to promote the brand, deliver results and grow the professions of public relations and content marketing.  While they’re not one and the same, the two practices are definitely better together.

 Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the free ebook Unlocking Social Media for PR.

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Dear Gracie: Tips for How to Appear on Camera

Posted on August 17, 2012 by | Leave a comment

Dear Gracie,

I’m doing my first TV appearance as an expert on a news show, and I’m a bit nervous. Any tips, advice?

Panicked Presenter

******

Dear Panicked Presenter,

Here is the advice from six communication experts found within the ProfNet Connect community:

Preparation

“Practice, practice, practice, and then practice again,” says Rachel Weingarten, personal brand and style expert, and author of “Career and Corporate Cool” and “Hello Gorgeous! Beauty Products in America, ’40s-’60s.”

Try practicing out loud, in advance, says Karen Friedman, a former TV news reporter who now heads Karen Friedman Enterprises, which teaches people how to become powerful communicators. “Saying your words out loud will help you internalize your message and practice delivery. It will also help you recall key words and thoughts when you’re actually on.”

“Make up a list of your best stories, anecdotes and selling points ahead of time,” continues Weingarten. “Don’t try to offer up a completed list to your interviewer, but rather be comfortable enough with the details so that you don’t fumble on the presentation.”

Also, do your homework, says Weingarten. Study up on the show you’ll be appearing on. Consider questions like: What colors are the set? Will the video shooting occur indoors or outdoors? How much time will be given to speak? How close or far is the camera? Considering questions like these will give you a better idea of how you’ll look on film, says Weingarten.

Appearance

It’s important to wear the right clothing, says Robb Leer, founder and president of Leer Communications, a media and communication consulting company. “Wear something comfortable and well-fitting, and dress conservative — not crazy.”

“The most important thing is to hold onto your own personal style,” says Weingarten. If you dress for the hosts or the camera exclusively, you will likely be uncomfortable the entire time and end up so focused on your clothes that you will lose track of what’s being asked of you, she says.

Keep it simple and professional looking, echoes Susan Tellem, partner in Tellem Worldwide; a public relations, social media and marketing communications firm. “Don’t wear white or black, more than one pattern, small checks, large print, herringbone, stripes polka dots or loud colors. Instead, wear safe colors like dark blues, grays, earth tones or pastels, or wear colors that look good on you and blend well with the set.”

“Dark colors absorb light, so they tend to look better on camera,” explains fashion designer and personal stylist Kesi Case.

Tellem also recommends avoiding low-cut dresses or shirts, too much jewelry and seasonal clothing. She also advises that if you normally wear glasses, you should wear them for the interview. And bring an extra shirt or blouse, she adds, in case of spills or sweat.

“If you wear makeup, wear more than usual and have the makeup department at the studio do a touchup. Even if you don’t normally wear makeup, visit the makeup department anyway, as you will always look better on TV with it on,” Tellem says. “And men should get their bald heads or sweaty foreheads powdered,” she adds.

Also, do a complete run-through of your entire look, from head to toe, ahead of time, says Weingarten. “Make sure your hair doesn’t look like a helmet, your makeup doesn’t run, and your clothing fits you well and comfortably.”

Posture

“Keep an open body posture,” says Robin H-C, behavior specialist and life coach, and author of “Thinking Your Way to Happy!” “There is a natural propensity to cross the arms and legs and protect the torso when nervous or under stress.”

If your movements are open, then you’ll appear approachable, says Friedman. “Using hand movements and gestures when you speak makes you more animated and interested to look at,” she says. “But on TV, keep your hands out of the box — meaning, keep them away from your shoulders up.”

If you’re sitting, then sit up straight, advises Leer. Don’t slump at the shoulders, leaning slightly forward. “Sit on the front edge of a straight-back chair, not a chair that swivels,” he instructs.

“Body language conveys you’re in control of the conversation, so relax,” adds Leer. “Or at least try.”

Eye Contact

If there is no interviewer: “Keep steady eye contact, as if the person you are speaking to is standing right in front of you,” says Friedman. “Think of the camera or your audience as one person and speak to that one person, not to the masses,” she continues. “If there is a loud noise and you glance off to the side, people at home in front of their TV sets don’t know something happened in the studio. All they see is someone who looks distracted or unfocused.”

If there is an interviewer: “You’re never wrong to look at the interviewer and not the camera,” says Leer.

Delivery

“Pretend that the person in the back of the room or on the other side of the camera can’t hear you very well,” says Friedman. A microphone doesn’t substitute energy, she says. “When you speak just a tad louder, you will sound more engaging.”

But keep your tone and delivery conversational, says Leer. Use clarity and sincerity to convey conviction, he says. Don’t get louder and louder.

Mentality

“The camera picks up your nerves, so the more confident you are, the better you will come across,” says Case.

“Get out of your head!” says H-C. “Focus on the conversation with the host and do your best to silence the internal voice that is evaluating your appearance. Saying, ‘I hope I don’t mess this up’ is setting your brain up to do exactly that. Try an affirmation: ‘I am relaxed, informative and articulate during all media interviews,’” says H-C.

Also, remember to breathe, H-C continues. “When you’re nervous and adrenaline kicks in, it can shut down the frontal lobe of the brain, our problem-solving area. Trust me — you do not want to be interviewed without access to the frontal lobe.”

Extra Tips:

“The camera is always on, so don’t pick your teeth or comb your hair. Those images could later haunt you,” says Leer.

If all else fails, says Weingarten, self-deprecation works. “People don’t expect you to be as polished as the cast or crew of the show, so if you feel as though the interview or appearance has gotten away from you, stop stammering and feel free to make a joke about the fact that you’re not Angelina Jolie, but need a minute or two to collect your thoughts.”

“Though you want to look great and sound brilliant, at the end of the day, you are on TV to share a message,” continues Weingarten. “Remind yourself of this prior to all interviews. It’s not about you, rather, you are the medium for an important message.”

And most importantly, have fun! “Don’t take it too seriously and congratulate yourself for being brave. Many people would not even consider doing a live appearance,” says H-C.

Good luck!

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Dear Gracie: How to Land Speaking Gigs

Posted on August 13, 2012 by | Leave a comment

Dear Gracie,

I’m a seasoned industry expert, but do not have any significant experience as a speaker. How do I get my name on the radar of conferences, trade shows, workshops, etc.? Is this a good way to supplement income? What can I expect?

Seeking Speeches

********

Dear Seeking Speeches:

Five ProfNet experts share some advice:

Dan Collins, senior director of media relations at Mercy Medical Center, suggests four ways to break into speaking:

1) Have a Notable Political, Religious or Athletic Career.

  • Political: Federal workers at the White House level, or former Secretaries of State are always in demand.
  • Religious: a la Billy Graham
  • Athletic: Always a slam dunk!

2) Write a Book.Preferably published by a well-known company like Random House or HarperCollins.

3) Be Very Funny. Take notes from Bill Crosby.

4) Appear on a Top-Rated Reality Show. This might be a tough one — but remember the uproar last year when Rutgers University paid Snooki from “Jersey Shore” $32,000 to speak? Compare that to the $30,000 they paid Nobel Prize-winning author and feminist Toni Morrison to speak at their commencement ceremony.

General tips on landing speaking gigs:

1) Be Visible. The expert’s personal or company website needs to show that they are available to speak, explains Lorrie Thomas Ross, CEO of Web Marketing Therapy who is also a speaking trainer and paid speaker herself. People who want to speak have to let organizations know they are available to talk and can add value to events.

2) Network. Experts should attend the events they’d like to speak at, and let friends and colleagues know they’re available too, says Lauren Fleming, publishing specialist at Emerson Consulting Group and author of Business Review USA’s article “Want to Let People Know You’re an Expert? Start Speaking!”

3) Team Up. If someone in the field is already an experienced speaker, you could offer to open for them, says Fleming. That experienced speaker already has a fan base which can be used to build credibility by association.

4) Create a Demo. Invite colleagues and friends to a private room and tape a speech, suggests Alan Weiss, president of Summit Consulting Group, author of “Million Dollar Speaking” and member of the Speaking Hall of Fame. There should be two cameras: one on the speaker and one on the audience. Or consider making a YouTube video, adds Fleming.

5) Offer Free Speeches. It pays to give free speeches — for the practice, testimonials and video clips, says Thomas Ross.

6) Start Small. Check out the local Chamber of Commerce, industry networking groups, Rotary Clubs, etc., says Fleming. Any meeting with about five to 20 people in attendance who will show up to the meeting regardless of the speaker.

7) Pitch Trade Associations. Form a distinct portfolio of expertise — whether that’s through books, articles, teleconferences, interviews, etc. — to pitch trade executives, says Weiss.

8) ProfNet Speaker Service. If you’re a ProfNet member, you can monitor query feeds for Speaker Service opportunities.

What to know about fees for speaking engagements, according to Weiss:

  • Typical Rates. The top non-celebrity speakers earn $25,000 or so for a keynote (typically 60-90 minutes), but most excellent speakers earn $10,000, and most speakers earn only about $3,500 per speech or even less.
  • Reimbursements. Because speaking engagements are labor intensive, expenses are generally reimbursed. Speakers can request first-class airfare, for example.

To pitch a speaker, create a “sales package with sizzle,” says Susan Tellem, partner at Tellem Grody Public Relations. This should include six key components:

1) Introduction. Provide a brief description of the speaker and what makes him or her so dynamic.

2) List of Topics. Briefly summarize the subjects the speaker can discuss. Topics should cater to different audiences: consumers and the public, executives and administrators, industry professionals, etc.

3) Press Kit. A full electronic press kit.

4) Speaker Sheet. Condense the bio information, fees and suggested topics onto a single page.

5) Testimonials. If the speaker has previous experience, provide audience or group testimonials.

6) Media Clips. Provide prior press coverage of the speaker with links or PDFs, including any broadcast appearances.

Now break a leg!

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Dear Gracie: Hashtags 101

Posted on August 3, 2012 by | 2 Comments

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I’m an amateur Twitter user, and it’s not clear to me how and why I should use #hashtags. Since I can search for keywords on Twitter, I don’t understand what the difference is. What purpose do they serve? And is there a wrong way to use them? Sometimes I see really long hashtags — what’s the point?

Hung Up on Hashtags

*************

Dear Hung Up on Hashtags,

Five social media experts from the ProfNet Connect database “hash” it out for you:

How and When to Use Hashtags

“Hashtags arose out of the tag craze in the blogosphere, where sites like Technorati would allow you to search on blog posts with specific tags or keywords,” says Todd Van Hoosear, principal at Fresh Ground, a social media and public relations PR firm specializing in technology, startup and entrepreneurial companies.

“The characteristic feature of a hashtag is that it’s clickable on Twitter and leads to a platform-wide search for anyone including it in their tweets,” says Patrick Schwerdtfeger, author of “Webify Your Business Marketing Secrets for the Self-Employed” (2009) and international speaker on issues like online branding and the social media revolution.

Think of hashtags as discussion topics, says Dan Grody, partner at Tellem Worldwide, a PR agency that specializes in social media (among other things); and head of youth marketing, entertainment and digital projects. “They are beneficial to users because hashtag topics are easily searched on Twitter and collected and presented to you in one stream.”

“A hashtag is very much like a keyword,” explains Van Hoosear, “though generally they are used more selectively and specifically than keywords.” Different hashtags can be created for the same event, group or conversation, so they compete for attention and usage, he says.

“In some cases, hashtags reference specialties, characteristics or expertise,” adds Grody.

“Hashtags compensate for two shortcomings in Twitter,” says Van Hoosear. “First, they make up for its lack of threaded conversations, so you can easily follow posts and questions and their responses. By searching for a specific hashtag, you can see all of the conversations around a particular topic.”

“And second, hashtags make community or group creation a little easier,” he says.

If you have an obvious keyword in your tweet, put a hashtag in front of it, advises Jim Lakely, director of communications at The Heartland Institute.

“Whenever possible, we use a hashtag as part of a phrase that we’re using anyway,” says Michael Saffran, associate director and manager of new media at Rochester Insitute of Technology (RIT) University News Service, and communications professor for RIT’s College of Liberal Arts. “Other times, they’re included at the end of the tweet.”

“As for which ones to use, it all depends on your tweet topic and who you potentially want to see it,” he adds.

The trick is to identify a few hashtags that your target market might be searching for (and that are simultaneously relevant to your own tweets), and then including them to position your tweets in front of that market, says Schwerdtfeger.

Trending vs. Unique Hashtags

“If you want to start a conversation about public relations on Twitter, you could use the hashtag #PR to reach a larger audience who may be searching for that hashtag,” says Van Hoosear.

By choosing a larger, trending topic to hashtag, Twitter users ensure their tweets will appear in search results across multiple topics, says Saffran.

But if you want to have a conversation targeted at a specific audience, then create or use a unique and exclusive hashtag, says Van Hoosear. For example, the creators of PR 2.0 Chat (@PRtini51 and @JGoldsborough48) created the hashtag #pr20chat, instead of using #PR, so that they could loosely “own” the conversation.

It’s easier to isolate conversations and do comparative analysis using unique hashtags, says Van Hoosear. But it’s easier to get the big picture and run long-term analytics trends using general hashtags.

So it is worth it to start your own hashtag if you are a busy Twitter user/broadcaster or want to start a new discussion, says Grody. “If you are promoting a particular event to your audience, for example, and you have other tweets not related to that event, you could end each tweet about the event with the related hashtag, like #tweetfest2011,” he explains.

To join a discussion, search out hashtags and chime in using the hashtag at the end of your tweet, says Grody. “Remember, you are broadcasting to your followers,” he says. “They don’t know what you are talking about if you just tweet ‘Can’t wait for this weekend!’ But if you say ‘Can’t wait for this weekend! #vacation,’ everyone will understand.”

Hashtags vs. Keywords or Handles

Keyword searches are OK if you use the Twitter website and not a client, like TweetDeck or HootSuite, says Lakely. “But if you want to monitor several conversational threads at once, hashtags are the way to go.”

RIT University staff frequently use #RIT in tweets, says Saffran. “Those searching #RIT will almost always find results specifically related to the university,” he says (although there are occasionally exceptions, like when #RIT was used for Madonna’s “ReInvention Tour”). However, using just “RIT” in a keyword search, without the pound (#) sign, yields results of any use of “rit,” often shorthand for the word “right” and many other references not related to the university, says Saffran.

Grody provides another example: If a guitarist has a tech question about his/her amplifier, they might tweet, “Does anyone else have a problem with their Marshall amp? #guitar”  This is a better approach than just randomly asking without the hashtag, says Grody. “There are exponentially more posts randomly mentioning ‘guitar,’ and your tweet is likely to get overlooked or lost. Use the hashtag to focus on your discussion,” he explains.

On the other hand, for unique words, like the proper noun “ProfNet,” using the hashtag #ProfNet likely won’t yield results much different than those from using just “ProfNet” as a keyword, adds Saffran.

Van Hoosear also explains when to include hashtags versus handles: “Generally speaking, use the hashtag if you want to include everyone on your comment or question, but use the Twitter handle if you want to make sure that the organizers see your comments but don’t care if others don’t see your comments.”

Things to Avoid and Extra Tips

“Be careful not to use too many hashtags in one tweet,” says Lakely. He defines “too many” as more than three hashtags in a tweet.

“Don’t use irrelevant hashtags that no one would be searching for in the first place,” adds Saffran.

For example, some people think it’s cute or funny to use a long sentence as a hashtag, says Grody. But it’s hard to read and takes up valuable character space in your tweet, he says. #Sodontusehashtagsthatarereallylonglikethis

“Avoid including symbols in your hashtag,” advises Grody. “If you type #hi-there, all that will show up as a linkable discussion is #hi” he says.

Don’t include a trending-topic hashtag just to gain additional exposure, continues Grody. “It’s amateur, and smart users will see right through your tactics. Don’t embarrass your brand that way.”

“Additionally, hashtags in Twitter bios are hyperlinked now, so it’s a good idea to include certain hashtags in your bio,” he says.

You could also contact Twitter and advertise through a sponsored hashtag. “But if you’re like me,” says Grody, “That is the last hashtag you will click on because it is indeed ‘sponsored,’ which defeats the purpose of Twitter.”

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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How Social Media Is Changing PR

Posted on August 2, 2012 by | 8 Comments

On the last Tuesday of each month, ProfNet hosts ConnectChat, a monthly series of Twitter chats exploring key communications and media topics. During a recent ConnectChat, Deirdre Breakenridge, CEO of Pure Performance Communications, discussed the changing role of PR in the digital era and how we can adjust our mind and skill sets accordingly.

Breakenridge says that with the rise of social media PR professionals need to:

  • Master information technologies as a “technology tester,” including video, SEO, website analytics, monitoring applications, CMS and more.
  • Start dialogue and build relationships through new channels.
  • Strategize to connect directly with stakeholders, especially customers.

Breakenridge notes that being a technology tester is the most challenging new skill for PR pros to master because it requires constantly paying attention to new apps, resources and platforms. “It’s so important to understand use technology the way stakeholders,” she says.

To excel in these new practices, people in the PR industry need to become hybrid professionals, says Breakenridge. This process includes:

  • Moving the best of traditional practices forward and integrating them with digital and social communications.
  • Working cross-functionally with marketing and moving outside of the PR “silo,” which includes learning and applying marketing tactics.
  • Collaborating with other departments too, like Web/IT, sales, customer service, HR, etc.
  • Being flexible and adaptable in a global communications environment.

Breakenridge provides some new roles popping up in the PR industry:

  • Internal Collaboration Generator: knows good communication starts on the inside with technology sharing
  • Pre-Crisis Doctor: plans for crises through new approaches, processes and recovery steps
  • Relationship Analyzer: takes relationships to deeper levels through technology and visualization
  • Master of the Metrics: understands metrics tracked over time and can track them back to executive goals

To successfully use metrics, PR pros must have objectives and know what they are trying to achieve, adds Breakenridge. “It’s important to know what you’re measuring: leads, sales, registration, awareness (buzz), community growth, etc.”

Listen to conversations and identify influencers to drive discussion and systematically map out audience connections, explains Breakenridge. “Understand the culture, critical issues and passion in the community to make better connections. Use crowdsourcing, contests, and promotions for deeper engagement.” She notes that you can use @mentionmapp and @TouchGraph to visualize connections.

Social media provides incredible intelligence, and, when filtered, can help PR pros plan more strategically, says Breakenridge. For example, social media can help companies react quicker to negative situations and crises. “You can strategically engage for more valuable outcomes: leads, sales, registration, better CS, more productivity.”

Social media should move across an organization, says Breakenridge. PR should work with other departments (marketing, advertising, branding, etc.); it should cover everything from social governance and planning to content curation and the monitoring of programs. PR should spearhead social media, but not own it. “Working with other groups doesn’t mean we lose our core purpose; we have just expanded our opportunity!” she says.

Where is PR headed? Breakenridge says PR will:

  • Continue to integrate with other areas and strategize cross functionally.
  • Start incorporating interactive living rooms, touch experience, augmented reality, etc.
  • Gain influence by telling more meaningful stories through technology and educating others on best practices.

Written by Grace Lavigne, senior editor of ProfNet. Check out her blog on ProfNet Connect.

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Dear Gracie: Clearing the Hurdles of Sports PR

Posted on July 27, 2012 by | 7 Comments

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I recently acquired a professional athlete as a client, although I have no experience in sports PR specifically. Any advice? Unique challenges?

Athletic Amateur

***

Dear Athletic Amateur:

Three ProfNet experts with sports PR experience weigh in:

What to Know About Sports PR

  1. Professional vs. Fan: “If you choose to get involved in sports PR, understand that the fan element must be removed from the equation,” says Christopher Navalta, senior account executive for Graham and Associates, with experience managing NBA players and teams, as well as minor league baseball players and teams.
  2. Long Hours: And while you don’t have to have a passion for sports to work in sports PR, you probably won’t like it if you don’t, warns Adam Siepiola, assistant athletic director for media and external relations at Adelphi University, a Division II institution in New York. Sports PR includes long hours at games, and the ability to know what you’re watching and writing about. “As a collegiate PR professional, we are required to travel with our teams regularly and to be at all home games,” says Siepiola. “Your work day really starts after the game.”
  3. Unstructured Work: “Every day is different,” says Navalta. “Managing a team is obviously more structured than managing an athlete, but if you’re the type of person who enjoys every day being different, then this is the perfect fit.” From head injuries in the NFL to ethics violations in the NCAA, the sports industry faces many challenges that require the assistance of PR professionals, agrees Amy Littleton, senior vice president of KemperLesnik, a PR, events and sports marketing agency in Chicago.
  4. No Riches: “Sports PR doesn’t pay very much,” says Littleton. “You have to do it for the love of the game.” It’s long hours, average pay, weekends spent working and no real time off until June, warns Siepiola. “But the good outweighs the bad!”
  5. Untapped Stories: “There is so much more beyond just the final score,” says Siepiola. “For example, we had a four-time All-American women’s lacrosse player who has been dealing with diabetes since she was 6; she overcame that to become one of the best in the country!”

Potential Challenges

  1. Competition and Clutter: “There are so many sports and events competing for the attention of consumers, that it is often difficult to break through,” says Littleton. “This is exacerbated by the fact that ESPN holds a lot of power when it comes to sports news and coverage.” You have to find compelling, human-interest stories — anything that goes beyond wins and losses — to get coverage sometimes, says Siepiola.
  2. Changing Minds: Because professional athletes are paid millions of dollars, they are considered one-man institutions. Unlike working in a PR agency, where there is plenty of structure, working with athletes can be challenging, depending on who you’re working with, because athletes have the ability to change their minds constantly when it comes to their brand, says Navalta.
  3. Brand Direction: “Like any business, the sports industry is about building a brand,” says Navalta. “I’ve run into a lot of athletes and coaches who have wanted to build their own brand, but really never had any direction or foresight on what they wanted to do with it.”
  4. Damage Control: We frequently see professional athletes in trouble the law, says Navalta. These athletes obviously do not have a lot of the necessary structure to build and maintain a brand because they’re around the wrong people. “If sports leagues want to avoid having the reputation of having athletes who are always getting into trouble, they need a better PR plan.” Plus, damage control is always time consuming. Avoid athletes or teams with histories of bad PR, unless you’re the kind of person who thrives on helping underdogs.
  5. Uncensored Social Media Chatting: Social media is a great place to grow a personal brand, says Siepiola. But since it’s also a place to vent and talk with friends, social media can be risky business. A PR professional can educate and monitor this type of social media usage. At some point, an issue will come up, so have a crisis management plan in place, warns Siepiola.

Perks

  • Sports PR pros get to watch games up close for free, party with some of the biggest names in sports (along with the celebrities who want to be close to those athletes) and travel, says Navalta.
  • “Getting inside the ropes, courtside or into locker rooms to get up close and personal with players and see behind the scenes at events is pretty awesome,” says Littleton.
  • “I vividly remember a time this past spring — an April afternoon at around 2 p.m. — when I was out at our softball field watching and keeping statistics for a game,” says Siepiola. “It was in the mid-70s and sunny, and I remember thinking: ‘I get paid to do this — how cool is that?!”
  • Siepiola also says that he’s travelled to places he probably never would have been to otherwise.

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Dear Gracie: Personal Branding Tips Every Social Media User Should Know

Posted on July 13, 2012 by | 9 Comments

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

What are some general tips that I can give my clients about creating a personal brand on social media?

Branding for Beginners,

*****

Dear Branding for Beginners:

“Because of the open Web, explosion of user-generated content, social media and mobile apps — anyone who uses the Internet has a personal brand, whether they know it or not,” says Stefan Pollack, president of The Pollack PR Marketing Group.

Therefore, all public interactions must ultimately contribute to a controlled perception of how one wants to be perceived, Pollack continues. Whatever the objectives, only contribute information that supports that identity and an online personal brand will be formed.

“The Internet has already branded you, so it is up to you to cultivate that into a brand that supports your ideal online identity,” he says.

Determine Your Personal Brand

  • There are six ingredients for an engaging personal brand, says Joellyn Sargent, principal of BrandSprout LLC. Consider:
    1. Who you are
    2. Who you want to be
    3. How you see yourself
    4. What you want people to see
    5. What others perceive (how they receive your message)
    6. What they believe (what resonates, or “sticks” from your message)
  • Like company brands, consider what your personal brand has to offer that competing brand don’t, says Catherine Kaputa, author of the book “Breakthough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea Into a Big Brand.” Analyze your strengths and weaknesses, and do some fun brainstorming with friends to determine what sets your brand apart.
  • Share a compelling narrative, instructs Kaputa. The best profiles tell a personal or career story that ties all of the pieces of the journey together into a coherent whole. Profiles with captivating narratives are sticky — they’re easy to remember.
  • There are so many social media platforms, it can be overwhelming, says Kaputa. Begin broadly where you can catch the most clients by focusing on Facebook, LinkedIn, YouTube and Twitter. Then branch out to Google+, Pinterest, etc., that are more targeted to your industry.

Create a Plan of Attack

  • Try to express your brand idea in one catchy, differentiating line that defines your brand, says Kaputa. (Analogy can be a memorable device, e.g., a market researcher calling herself the “Oprah of Madison Avenue” or a finance executive calling himself the “Steve Jobs of Finance.”)
  • Set both short-term and long-term goals, and come up with a mission statement to identify what you want to be known for, says Bill Corbett, Jr., president of Corbett Public Relations.
  • Determine which vehicles are best for promoting your brand and reaching your target market, says Corbett. For example: website, blog, videos, social media, e-newsletters, real-world marketing, networking, speaking, trade shows, etc.
  •  ”Create a social media and marketing schedule for your brand marketing,” says Corbett. “Identify how much time you will spend each week on social media and stick to it.”
  • Consider automating tweets, blog posts, updates, etc., using services like Feedblitz, HootSuite or Social Oomph to help you manage your brand, suggests Kaputa.
  • “The real challenge is not discovering your personal brand; it’s adjusting and augmenting your brand to work across multiple social mediums,” notes Elliot Tomaeno, head of consumer technology at Morris + King Company. Your voice on Twitter is not your voice on Facebook — each medium requires a different approach.

Share Compelling Content

  • If you only tweet client news, you will not be establishing any personal brand — you will only be furthering your client’s agenda, explains Tomaeno. Share original thoughts, and add personal comments when sharing other’s work.
  • “Your brand is most effective if you mix your personal experience with business interests, skills and expertise,” Corbett continues.
  • “Publish your brand content and messages frequently,” says Corbett. The content should be interesting, helpful and consistent. This will drive people to your brand and lead them to become regular followers, and eventually customers.
  • Keep the content simple, and keep it you, suggests Grace Kang, founder and chief buyer of Pink Olive Inc. “You don’t want to overload people with information, but you do want them to be able to see your overarching style and philosophy.”
  • Balance sharing best practices from thought leaders with original content, says Jeff Bunch, digital strategist at LANE PR.
  • Support complementary brands and businesses, and they’ll be more likely to spread the word about your brand in return, explains Kang. You’ll build a community with similar ideals and audiences.
  • “Make sure you have quality photos and headshots on your social media sites,” says Corbett.

Monitor Feedback and Activity

  • Develop key talking points and see what resonates with your audience, says Bunch. Where does your community think you’re adding value?
  • Ask for feedback from trusted fans and brand ambassadors, says Corbett. Don’t be afraid to change your approach!
  • Protect your reputation online by monitoring your brand by using Google Alerts and regular online searches, says Corbett.
  • “Make it easy for people to pass along your content or your professional information,” says Kaputa. Consider adding Twitter and Facebook buttons, for example, to your website or blog so that people can spread the buzz about you. “People tend to pass on what moves them emotionally.”
  • “Create a system for capturing contact information from people you meet in the real world and online,” says Corbett.

Be Generous, Interesting and Inspirational

  • Be generous and promote good work by others, says Bunch.
  • Don’t try too hard to make your personal brand about only one thing, says Tomaeno. Everyone is multifaceted! Clients, partners and even your boss want to know that you have a life outside of work. Have a sense of humor sometimes!
  • Be inspirational and inspirational, says Kang. “Customers want to find experts that they can trust and follow implicitly. Hold yourself and your brand up to a high ideal and only post what you feel truly represents the core of your brand and vision.”

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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