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Write You - The 10 Most Common Publicity Mistakes -- Don't Sabotage Your Success!
10 Steps Towards Designing an Effective Questionnaire1. What are you trying to find out?A good questionnaire is designed so that your results will tell you what you want to find out. Start by writing down what you are trying to do in a few clear sentences, and design your questionnaire around this.2. How are you going to use the information? There is no point conducting research if the results aren't going to be used - make sure you know why you are asking the questions in the first place. Make sure you cover everything you will need when it come to analysing the answers. e.g. maybe you want to compare answers given by men and women. You can only do this if you've remembered to record the gender of each respondent on each questionnaire.3. Telephone,
4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe youll win the lottery and never have to work again. In either case, its probably a good idea to have some backup plan in place in case you dont beat out the 10 million or so other folks who harbor the same dreams.
Its fine to think big, but smart publicity seekers k
For many managers, talking about how to power up managerial public relations means talking about favored communications tactics such as press releases, broadcast plugs, special events and brochures. Tactical devices which, as a manager, you may call upon from time to time to simply move a message from here to there.Of course, calling them just that tactical devices does avoid confusing them with the broader, more comprehensive mission known as public relations.A mission which, compared to a tactical orientation, instead assembles the resources and action planning needed to alter individual perception leading to changed behaviors among a business, government agency, non-profit, or associations most important outside audiences. Then goes on to help managers persuade those key folks to the
1. Thinking Like an Advertiser
The more you remind a reporter that youre a commercial entity seeking promotional exposure, the less chance you have. Blatant ad copy, excessive use of trademark symbols, overblown quotes, puffed-up claims and other techniques better suited for advertising copy are sure ways to assure that your release gets trashed. You must think like an objective journalist and have a sense of perspective about who you are and what you sell, and communicate that in your materials. If you just cant do that, chances are youve been...
2. Getting Too Close to Your Product
If you spend all day eating, breathing and sleeping packing tape, its easy to start believing that the slight change you made in the thickness of your companys new packing tape is an advance on par with the printing press and the polio vaccine. Now, if youre planning on working with Packing Tape Monthly, perhaps the editors of that fine publication will agree. But the guys down at USA Today may hold a different opinion. In deciding (a) whats newsworthy and (b) how to present this news to the media, its vital that you take many steps back and view your company as a marginally interested outsider might. If you cant do that, ask friends, family and other outsiders to help.
3. Getting too Close to a Journalist
Ive worked with lots of reporters whose company I enjoyed. Ive shared meals and drinks with a bunch of them. One thing Ive never done, however, is forget who they are and what their jobs are. If a reporter is interviewing you, whether in person or on the phone, never say anything you wouldnt want to appear in a story. Journalists have different interpretations of what "off the record" means, and its foolish to try to test those limits. Carefully think about everything you say, dont be pressured into commenting on things you dont feel comfortable about, stay on message, dont gossip, backbite or share secrets. In short, just as the journalist has his or her job to do, so too do you. Stay smart.
4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe youll win the lottery and never have to work again. In either case, its probably a good idea to have some backup plan in place in case you dont beat out the 10 million or so other folks who harbor the same dreams.
Its fine to think big, but smart publicity seekers kn
Looking for work is a roller-coaster ride: high with elation when you think you've found a great position, low with discouragement when you realize that someone else was offered a job you wanted.Most of the time, you fall somewhere in between, your mood cycling from cautious optimism to keen disappointment. You try to conceal the inner turmoil, turning a brave face to the world, trying to convince everyone that you are "just fine."For the sake of your health and your sanity, try these approaches:1. Identify someone who is willing to be a sounding board for you: your significant other, a fellow job seeker, a career counselor, a good friend. Explain that you need someone to help you express the feelings inside and gain a better understanding of what is happening to you emotionally. Then talk to them, for a few
2. Getting Too Close to Your Product
If you spend all day eating, breathing and sleeping packing tape, its easy to start believing that the slight change you made in the thickness of your companys new packing tape is an advance on par with the printing press and the polio vaccine. Now, if youre planning on working with Packing Tape Monthly, perhaps the editors of that fine publication will agree. But the guys down at USA Today may hold a different opinion. In deciding (a) whats newsworthy and (b) how to present this news to the media, its vital that you take many steps back and view your company as a marginally interested outsider might. If you cant do that, ask friends, family and other outsiders to help.
3. Getting too Close to a Journalist
Ive worked with lots of reporters whose company I enjoyed. Ive shared meals and drinks with a bunch of them. One thing Ive never done, however, is forget who they are and what their jobs are. If a reporter is interviewing you, whether in person or on the phone, never say anything you wouldnt want to appear in a story. Journalists have different interpretations of what "off the record" means, and its foolish to try to test those limits. Carefully think about everything you say, dont be pressured into commenting on things you dont feel comfortable about, stay on message, dont gossip, backbite or share secrets. In short, just as the journalist has his or her job to do, so too do you. Stay smart.
4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe youll win the lottery and never have to work again. In either case, its probably a good idea to have some backup plan in place in case you dont beat out the 10 million or so other folks who harbor the same dreams.
Its fine to think big, but smart publicity seekers k
Everyone is always talking about networking - you see people all the time who got jobs that you dont think theyre the best person for, or you watch people pass over you because theyve got the right friends. Networking is something everyone needs to be actively doing to advance their career - its actually much easier than youd think, and its all about planting seeds for the future.The basics of networking are simple. If you know how to talk to people and dont have problems with social interaction, all you have to do is make friends. You dont have to be the closest friend of somebody to gain benefits from their friendship - you just need to be an acquaintance, someone they can call on if they need something. Favors are the basis for networking - you scratch my back, Ill scratch yours. You should always be ready to
3. Getting too Close to a Journalist
Ive worked with lots of reporters whose company I enjoyed. Ive shared meals and drinks with a bunch of them. One thing Ive never done, however, is forget who they are and what their jobs are. If a reporter is interviewing you, whether in person or on the phone, never say anything you wouldnt want to appear in a story. Journalists have different interpretations of what "off the record" means, and its foolish to try to test those limits. Carefully think about everything you say, dont be pressured into commenting on things you dont feel comfortable about, stay on message, dont gossip, backbite or share secrets. In short, just as the journalist has his or her job to do, so too do you. Stay smart.
4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe youll win the lottery and never have to work again. In either case, its probably a good idea to have some backup plan in place in case you dont beat out the 10 million or so other folks who harbor the same dreams.
Its fine to think big, but smart publicity seekers k
From surveys and experience, we've noticed many setting excellent goals for their business. We've also noticed that while the goals being set are good, the results aren't. Around 90% of those in Direct Sales do SET goals, but never reach them.So the question comes to mind.....are you making the right plans to reach your goals? It's GREAT to set a certain amount you want to make, so you have a little motivation, but without the proper planning reaching that goal is going to be more difficult.Ask yourself the following questions:What have you done in the past that created sales?How can you improve on ideas for creating sales?What ideas for sales have you seen but not tried?Take a minute to write down every way you can think of to make your sales (such as through parties, catalog shows, draw
Ive worked with lots of reporters whose company I enjoyed. Ive shared meals and drinks with a bunch of them. One thing Ive never done, however, is forget who they are and what their jobs are. If a reporter is interviewing you, whether in person or on the phone, never say anything you wouldnt want to appear in a story. Journalists have different interpretations of what "off the record" means, and its foolish to try to test those limits. Carefully think about everything you say, dont be pressured into commenting on things you dont feel comfortable about, stay on message, dont gossip, backbite or share secrets. In short, just as the journalist has his or her job to do, so too do you. Stay smart.
4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe youll win the lottery and never have to work again. In either case, its probably a good idea to have some backup plan in place in case you dont beat out the 10 million or so other folks who harbor the same dreams.
Its fine to think big, but smart publicity seekers k
When I served in the British Special Forces, I learned a lesson from a sniper that applies directly to your success at direct mail marketing.I had a buddy in my Reconnaissance Troop who could kill a man at 800 metres with one bullet, even if the man was walking. Scottie was a sniper. His motto was the motto of all snipers, One round, one kill.The job of a sniper in wartime is to kill specific people at specific places at specific times. Snipers dont engage all the enemy on all fronts. Instead, they are given orders to kill high-value targets. And they are expected to kill those people with one shot from a concealed position. They shouldnt expect a second chance. Which means each bullet (each round) has someones name on it, so to speak.I remember Scottie whenever I am talking
4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe youll win the lottery and never have to work again. In either case, its probably a good idea to have some backup plan in place in case you dont beat out the 10 million or so other folks who harbor the same dreams.
Its fine to think big, but smart publicity seekers know that time spent getting actual press coverage is a better investment than chasing dreams. So go ahead and send that press kit to Oprah but, in the meantime, work your butt off to get placement in weekly papers, syndicates, e-zines, local radio and other less glamorous places. Scores of successful businesses have been built on such "small" publicity. You dont need Oprah or Newsweek or the Today show. You need coverage - anywhere and anyway you can get it. Dreamers dream. Publicists get publicity.
5. Reading from a Script
Its pretty annoying to pick up the phone at dinner time only to have some guy reading a script about how great vinyl siding is. Now imagine how a journalist, whos busy working on deadline, feels about "publicists" calling up to do the same thing again and again. If youre planning to phone pitch a journalist, never read from a script or repeat a rehearsed spiel. Shes a human being, so talk to her that way. (And always start your call with "Is this a good time to talk?". Never just launch into your pitch.)
6. Using Outdated Media Lists
News flash: Look magazine is out of business. So too are about half of the new magazines launched in the past decade, for that matter. Your media list is the lifeblood of your publicity seeking efforts. Take the time to keep it fresh and up to date, or youll be wasting your time. Invest in Bacons media guide (www.bacons.com), visit websites of publications that interest you, visit your local library or bookstore's magazine rack. Do a little homework and youll get a big edge.
7. Not Understanding Timing
A non-savvy publicity seeker would ask, "Why do a story about Christmas publicity in June?" A smart publicity seeker understands completely. Its all in the timing. If youre not thinking months ahead, then its probably too late. In early summer, you should be working on "back to school" releases for newspapers and other short-leads (its already too late for long- lead magazines). Have something to offer for Thanksgiving? Start planning now. Learn the lead times for various publications, plan out a yearly schedule. Plan ahead. Plan ahead. Plan ahead.
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