March 20, 2009
Seth Godin recently wrote on his blog about the differences of PR (aka public relations) and publicity.
He makes a good point. As many PR firms out there only do publicity, but unfortunately that's what most businesses want.
That's why there's a lot of press release writers out there. You tell them the topic you want a press release on - and they write it to help you get publicity. And many do a great job - and many clients see amazing results.
However, when it comes to really focusing on bring in the business, strategy is needed in addition to the press releases. Sending out press releases without a strategy behind the effort is often a waste of time - and money.
Instead, you need a plan that uses press releases as a tool to promote your group coaching program. Here's how I develop a plan for my clients - and it's what you can use to develop your plan as well:
- Determine the real goal: Are you creating a brand (your image) as a coach? Promoting your group coaching program? The two are related, but really different things.
- Know your target market: Wendy Y Bailey, founder of Group Mastery, talks about this a lot with her Group Master candidates - and so do I. Why? If you don't know who your prefect prospect is, you'r basically shooting a target with a blindfold on.If you don't know who that person is, you can't choose the right public relations efforts to reach them.
- Develop interesting angles (or news hooks) that resonate with your perfect prospect: One great way to do this is to piggyback on current events and holidays. For example, as a group coach that women entrepreneurs helps attract more clients through publicity, I used Be Heard Day, as a launchpad to reach my target market.
- Find out what media your target market consumes: And this is more than just traditional media. Think social media and the Internet as well. Although it was great bragging rights, when I got one of my clients on Oprah, I reminded her that the target market of The Oprah Winfrey Show wasn't her perfect prospect, as they could not afford her wares. For the best return on investment (ROI), focus on the right media for YOUR audience.
- Disseminate your information in the best method for the media you have chosen: Remember, not all media outlets want email, or a press kit, or a phone call. It is YOUR job to find out exactly how media professionals want it.
And by the way, the last one is very important. You see, the key to public relations is in the last word. It's about "REALationships." Build real relationships (which means the give and take of every real connection you make) and you will see the best results in your public relations efforts, just as it is with building your group coaching program!
Shannon Cherry is the publicity/media expert for Group Mastery. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.
March 9, 2009
I was delighted to be asked to join this fantastic team and teach you all about blogging!
You know, we don't always know what is our intended path in life and we only find that out by exploration followed by a series of successes and failures. Hopefully more of the former rather than the latter!
When a client of mine in 2005 asked me to explore blogging for them I thought 'oh, oh, another fad of the day' and was reluctant to do it. I often felt like I might have been chasing wild gooses but I figured I was getting paid for it, so I better do what I was asked. In my 'fulltime' capacity, I'm a Virtual Assistant and I assist many clients virtually on the web. More about Kathie.
To make sure I'm doing anything properly I always set up projects of my own so that I'm not on my client's time learning how something works. I was not to know that blogging would become addictive! Today I'm in Australia's Top 100 Bloggers and have been there now for close to 3 years. I own over a dozen blogs and write to several of them on a regular basis every month, and a couple every week, sometimes several times a week.
I've learned what makes a blog work and how to build your audience, but more to the point, your expertise in a field. And I've successfully published 2 books (so far) from successful blogs I've written and established.
So, how can I help you?
- Firstly to understand what a blog is
- How to establish a regular posting pattern
- How to build your audience
- Which programs I recommend to use
- And how to use a blog to support your business and brand
So I'm here at Group Mastery to help you establish yourself as an expert in your field by using a blog. I look forward to getting to know you!
March 8, 2009
It’s important to make your business visible, in your community and beyond. After all, when people are looking to buy products or services, they usually opt for the business they remember seeing or hearing about.
Use the following ideas to market your business, create visibility, and drive more customers to your doors.
1.) Launch an event – An event can be as small as a dinner party or as large as a banquet. Events create publicity and give the news a reason to mention your business.
2.) Business gifts – Business gifts are a constant reminder to people long after a campaign has ended or an event has been held. Give out useful items as small as pencils and pens, mouse pads or coffee mugs. This will allow your company’s name to be seen all the time – by the person who received the gift and others around them.
3.) Charities – Even if you do not hold or launch a charity event, it is enough to just be involved. Donate money or be involved in collecting donations. This will help increase visibility in your community as well as show the community that you care.
4.) Get online – Online is a great place to increase visibility. Community visibility is important, but being online can help build your consumer base beyond your hometown. Create a webpage that is very informative to your customers. Get your business name into every forum and blog that applies to your business. Create your own blog if you have the time. If you write articles about your service or product, post these on your website and allow other websites to use them. All these things will make it more viable for potential consumers to come across your business name through a web search.
5.) Newsletter – Send out an online newsletter to your customers. If you give customers something to talk about, they may relay the information you are giving them to friends. So, in a networking fashion, your name can be spread and become better known to the community.
6.) Local newspapers – What better place to receive visibility in your community than your local newspapers. You can get your company name into a newspaper buy writing an article, being mentioned in a story, or writing a letter to the editor.
7.) Give speeches – You’d be surprised how many other businesses, organizations and clubs need people of expertise to share information. This establishes your expertise and credibility while at the same time promotes your own business. Research clubs, groups, the local chamber of commerce and organizations often look for speakers with expertise in interesting and informative topics.
Shannon Cherry is the publicity/media expert for Group Mastery. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity. Shannon is sharing her expertise in "Attract More Clients Using Free Publicity" - a 90 Minute Mastery Webinar on Tuesday, March 11th at 8 pm Eastern. Enroll NOW