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Paul Krupin’s Trash Proof Marketing and Publicity Blog

Being a force multiplier is where I get my kicks

Being a force multiplier is where I get my kicks

I read with a pen in my hand at all times. The real trick is to not only underline the good ideas and passages, but open up a notebook and write down the idea and develop an action, identify who else needs to be brought in, identify a completion date and deploy the action plan to turn the idea into a reality with benefits. Even if it is inspirational, fiction or non-business related, identify the good stuff and share it with someone. Sharing and caring someone else’s life’s work can bring joy to the world. Being a force multiplier is where I get my kicks.


Publicity Planner for 2014

Publicity Planner for 2014 - a forward-looking publicity calendar to help identify opportunities for media coverage and publicity

Every year I create a forward-looking publicity calendar to help identify opportunities for people which is available in a free pdf file download.

It contains a lot of unusual holidays so that you can get creative, think ahead, and identify ways to tie-in to calendar events well in advance of the day they occur.

Here’s the links to the Publicity Planner for 2014:

http://www.directcontactpr.com/files/files/publicitycalendar2014.pdf (full color)

http://www.directcontactpr.com/files/files/2014PublicitycalendarBW.pdf (light color version for printing)

Share freely. Happy Holidays everyone! Stay safe. Enjoy!


Getting Your Name Out There

Quick answer to the question "How do you get your name out there?"

Go where your people are. Learn what you need to do to turn them on.

Help the people you can help the most. Undersell and over-deliver.

Do what you do best and do your best at all times.

Create a menu of options with prices and charge reasonably for lots of small deliverables in units of time, service and product.

Create and deliver candy that makes people want more of what you have available.

Create recipes for abundance, happiness and success that are truly worthy of being shared.

Give as much as you can and encourage people to share what you offer.


Magic in a Message – Creating the Irresistible Pitch – slide show

Slide show shares some of my best professional branding techniques and strategies for creating article and interview proposals and pitches that get the best publicity. Includes the 3 I Technique and the 20 best topics.

Hope everyone is having a safe warm weekend. I’ve just posted a new slide show presentation.

http://www.slideshare.net/PaulKrupin1/magic-in-a-message-120613-pdf

So many people struggle to figure out the right words to use to turn people on. I believe you can learn what to say that turns people on one person at a time. You just have to keep talking to people and pay attention to what you said when it happens! I call this the miracle of the microcosm because people can do this anywhere and everywhere. It doesn’t matter where they are at all.

And once you learn the magic words that turn your people on, you can then you can use all the media and other marcom technologies as a force multiplier to repeat the message and keep reproducing the effect.


Publicizing Clients Before or After PR Success

Ethics and tactics of publicizing clients before and after PR success

A question came up in the Small-PR Firm group at Yahoo, about whether and how to best leverage the fact that you got a new client. Some comments said it’s OK to do so, while others indicated they had concerns about doing so. Here’s my opinion on the ethics of doing so and the proper and best way to leverage one’s PR achievements.

—–

We are in the business of doing PR for clients and ethically, how they do their marketing is critical and sensitive business intelligence that we do not have the right to share freely. I feel that the very fact they have hired a PR firm or specialist is a privileged piece of marketing information and it is very poor professional conduct to share that without client permission to other people in the industry.

The release of this type of contracting information can be damaging to the client no matter what type of publicist or professional service provider you are. The client gets hurt because you may be good or you may be not so good. Either way, the competition gets to know what your client is doing and can counter that move in the marketplace.

You can get hurt if you promote the client if: 1. They don’t want you to and they get upset if you do; and 2. If you then fail to produce the expected PR performance. Either way, your reputation is tarnished with the client, and possibly in the marketplace if it gets out that you can’t be trusted. You won’t get referrals this way.

That said, the publicity achievements we get for the client are fair game. That information is far better to use in our PR promotions anyway, since it reveals and showcases the ROI we are capable of.

You can share PR achievements in lots of highly visual, colorful and impressive ways:

* Using a series of links to media posts, clips, or audio clips in an email (four or five links to top media with client names or project or news release headlines)

* Take photos of the paper coverage or of the best moments in a TV clips.

* Post ongoing PR successes each day to a “Clients in the News” page on your web site or a similar dedicated Facebook page with photo imagery and links each time you get something noteworthy. You can just send the FB link to prospective clients. You can place a link on your web page that goes here too.

* Do the same on a blog. Post the achievements and tell PR success stories with photos and links. Make these posts keyword rich and it will improve your search engine placement.

* Create a Portfolio or Experience page on your web site, and place the Portfolio button on your navigation bar so people can see it. Get your programmer to create a web form that allows to add posts with photos and dates. Over time these client lists can get lengthy and will be quite impressive.

. Create Slide shows from Powerpoint presentations and even Word docs showing the PR success visually. Then turn these into videos you can post or send. This is the type of “Project” you can post to LinkedIn. You can also post them on your website and use them in all your other marketing communications.

. You can use prior performance and your creative works to build and formalize your own referral network. Every now and then, you contact your clients and ask them to celebrate you or something you have done, you’ve created, or are doing. This way, you create something superbly helpful and you ask your clients to give it to people who might benefit from the type of problem solving answer you have offered.

I highly recommend you just forget about posting news releases about your own company to the online news release distribution services. With the Google algorithm changes, the only media coverage that really counts is “earned media” with truly educational and helpful content. You can read all about this here:
http://blog.directcontactpr.com/2013/09/google-changes-to-the-world-of-news-release-distribution/ or http://goo.gl/rf8yLQ

You want to use the very same tactics we use for clients to improve and enhance your own professional branding. Write problem articles, get them published or posted on industry sites. Write a regular book even a series of mini-books and use them as calling cards to get clients to know you are the best. Every time a client asks a technical question, create a really good answer. Save these Q & A’s and build up an arsenal of them. Post them to your blog and again, turn them into a multitude of useful marcom and use them in all the prospect interactions you have appropriately.

Hope this helps.


Google Changes to the World of News Release Distribution

Discusses the latest Google algorithm changes and how the impacts on news release distribution

Google Changes to the World of News Release Distribution

For many years now marketing practitioners have been advocating people use news releases to improve their placement on search engines. The theory was that you could write and post a news release at a web distribution service and the optimized use of keywords and the links included in the release would result in oodles of incoming links all of which would help capture people’s attention and increase your page ranking on search engines as a result.

Google has decided to clean up the search results and do what it can to rid organic results of press release content that is really not bona fide news, but are instead, paid advertising in disguise. The requirements also have significance to sites that rely heavily on user-generated content.

The latest Google algorithm changes, known as Penguin 2.0, modifies how Google analyzes the role and utility of news releases posted at news release distribution services in a very significant way. The changes, adopted in late July 2013, include the following:

1. Press releases will be treated as paid placement by Google.

2. Optimized anchor text links in a press release distribution post will be considered as “unnatural” and will not be used in Google PageRank search result calculations.

3. Google now requires news release distribution services to add a “no follow” code attribute to all their outbound links in the news releases they post.

What this means is that if you now do a search for keywords on Google or Google News, your will now notice the near total absence of news releases, which used to account for fifty percent of more of what was the search engines produced in the top ten pages. No more. What is now delivered are articles from real media – newspapers, magazines, radio, tv, selected news services & syndicates, and the online versions, news web sites, and certain blogs.

The Google “no follow” and “anchored text” policies apply to”webmasters and directly impact services such as PR Web, Businesswire, PR Newswire, Send2Press, WebWire, MarketWire, OnlinePR Media, eReleases, and many more of the sites who used to be able to get top placement with their posted and archived news releases.

No more. Google has declared those days are over. The new moves by Google places the highest value on unique, quality content at real media sites.

The new search engine results highlight real media and focus on “earned media” and not subsidized links designed to simply weight and manipulate search engine results.

Google is also on the lookout to reduce the impact of large scale guest post activities and advertorials.

For several years now, SEO placement was driven by the use of “unnatural” backlinks and the heavy handed use of keywords in news releases. A variety of “black hat” SEO practices have been developed and used to push page placement. This will no longer be a viable strategy for businesses to utilize if they seek to improve their SEO ranking and the traffic they receive.

Natural links, directly to quality core content, expert or a company web site, are still acceptable.

What this means to publicity seekers is that a news release should not be written with the purpose of producing a sale directly. The news release should also not be written as an advertorial, or an infomercial.

The best view is that a news release is a pitch to a publisher (=media) to get them do publish or produce a story in the medium they utilize.

A news release, or a press release, is therefore a media proposal — a purpose driven communication that is delivered to media, or placed where they can find it, and which invites the media to do a feature story, an interview or a review (in the case of a book or product), and which contains an offer or the actual content and access to the people, needed to do that job.

So if you want real media coverage, write a news release that is truly designed to get you quality media coverage and send it to the right media. Instead of a post and pray web service. Then target your media carefully and send it to the right media directly. Reach out and contact real media people and offer them everything they need to do their job your way.

Help the people that you can help the most. The latest change means that quality content matters now more than ever before.

Good problem solving advice, news, value-added commentary, noteworthy public events, innovative products, quality books, and the best entertainment will get higher search engine placement, and hence command more value in the eyes of the searching public. Earned media coverage acquired by using targeted PR tactics and strategies will be one of the primary vehicles for gaining that status.

For additional reading:

Yahoo Small Business Advisor article Sept 1, 2013
http://smallbusiness.yahoo.com/advisor/press-release-writing-since-google-penguin-2-0-235044581.html

Forbes magazine article by Cheryl Conner, August 28, 2013
http://www.forbes.com/sites/cherylsnappconner/2013/08/28/do-press-releases-still-matter-yes-but-not-like-you-think/

Search Engine Watch articles by Lisa Buyer August 9, 2013
http://searchenginewatch.com/article/2287902/12-Ways-to-Optimize-Press-Releases-Avoid-Google-Penalties

Search Engine Land article by Barry Schwarz July 30, 2013
http://searchengineland.com/google-links-in-a-press-release-should-be-nofollowed-like-advertisements-168339

Search Engine Roundtable article by Barry Schwarz July 30, 2013
http://www.seroundtable.com/google-press-releases-nofollow-17151.html

Search Engine Watch article by Lisa Buyer July 26, 2013
http://searchenginewatch.com/article/2194404/Can-the-SEO-PR-Love-Affair-Survive-After-Panda-Penguin

Search Engine Land article by Barry Schwarz July 26, 2013
http://searchengineland.com/google-adds-large-scale-guest-posting-advertorials-optimized-anchor-text-to-list-of-link-schemes-168082

Search Engine Land article by Barry Schwarz July 9, 2013
http://searchengineland.com/google-guest-blogging-for-links-you-better-nofollow-those-links-166218

Search Engine Watch – #nofollow
http://searchenginewatch.com/topic/nofollow


Social media monitoring tool

Social media monitoring tool

Here’s a very useful social media monitoring tool that operates like Google News Alerts. It’s free. Just set up an account and create key word alerts.

They also offer some very robust social media monitoring capability for people who need trend analysis.

The alerts are very handy if you are seeking to follow the results of a media campaign to identify news coverage you have acquired.

TalkWalker Alerts http://www.talkwalker.com/alerts


Is it worth it to hire a publicist?

Is it worth it to hire a publicist?

One of the participants on the Yahoo Self-Publishing list wrote:

>>”I can only imagine how much money a new author of a self-published book will waste by hiring a publicist. How about some free marketing help? …{self-promotion}… Although they’ll be happy to take your money, don’t think for a minute that paying a publicist will increase your chances of getting on Oprah :-)”
>>

Here is my response:

Wow. I guess failure speaks louder than success.

I am an author and a long time publicist and I’ve worked with several thousand clients over the past 20 years. It does sort of astound me to hear you say that doing it yourself is the same as hiring a professional. The amount of (that is, the lack of) experience and personal knowledge I see you expressing here does not appear to make one particularly well qualified to suggest that others will automatically experience the same as you. Would you say the same thing about repairing your car or doing your own plumbing? How about medical procedures. Does reading free articles on Web MD qualify you to do surgery?

So I’ll respectfully disagree with your recommendation and explain why.

I’m a publicist and do a lot of work with authors and publishing companies. I’m going to re-phrase your comments into a question:

“Is it worth it to hire a publicist?”

My response: It depends.

I don’t really ascribe to the amount of money invested in the book as a decision factor. The money isn’t what matters. Lots of my clients have turned books that they write with blood, sweat and tears into financial success using POD. Very simply they write a good book and print on demand in small quantity. The amount of money invested in the book does not have to be considerable. The quality of the book just has to be what is expected in the marketplace by the consumers. Of course if you have invested a lot of money, then it begins to acquire the characteristics of a publish or perish syndrome. The stakes go up with the investment.

I’ll be honest with you. I see lots of one-book authors try to turn a profit from publishing. I see only a few succeed. I see lots try very hard and fail. So to me, self-publishing is best viewed as a risk venture. There are so many variables. Publicity can jumpstart marketing and help you create a publishing business but there is no guarantee that it will.

For the sake of argument, let’s just assume that the owner of some intellectual property can reasonably benefit from using publicity to achieve their goals. In other words, there’s a quality product or service that we can work with and a market that can be reached using media.

To me, publicity is one type of marketing or promotion and it has a cost. And to really understand what we’re talking about, it’s crucial to get on the same page. So here’s my definition of what one typically asks a publicist to do:

PR: the creation and presentation of proposed content to media (publishers or producers) to persuade them to publish or showcase a story or information that is perceived as objectively reported by their audiences, that creates interest, desire and promotes and triggers desired action (sales, votes or social action).

The question is whether the cost you invest can produce the actions you want to achieve whether it be sales, votes, or social action such as human support, financial or material donation, or attendance at a show or an event.

The goal is to have a meaningful communication with the right real people on the receiving end. The message is matters, the medium matters, and the effect matters. The real value to the recipient is what determines whether they in fact are affected to the point of action. You can’t use any communication technology to trigger or motivate action without figuring out the magic words first. Can you do this yourself or do you need to have a professional publicist help you?

The cost of a publicist covers the actions needed to produce the results you want. There are lots of options for someone who needs publicity to consider from doing it yourself all the way to simply hiring someone to do it all for you. The choices range in cost from as low as the cost of acquiring a custom database all the way to hiring a full service PR, firm, or a pay-for-performance firm, all the way to hiring an in-house publicist.

Now I operate a task based service that allows people to select and deploy the simplest and most intelligent actions. For most authors and publishers this is a one-time project that involves identifying the target audience, figuring out how to galvanize them, crafting one or more news releases, creating the right custom media list to present this message to the maximum number of right people, sending them any and all additional materials the media then needs to do their job, and then calling them to persuade media who have not decided to do what you are hoping for to try to persuade them to give you the publicity and media coverage you seek.

Other publicists and PR firms do similar actions and charge more and less to do these things. But there are many different types of fee arrangements by which can acquire publicity services. There are now people and firms you can hire by retainer, by the project, by the hour, by the task, and there’s also pay for performance. You should study the differences when you make your decision and do so recognizing specifically what you will get for the money you pay.

Here’s a link to an article I wrote titled “Evaluating the Range of Publicity Tactics and Publicity Options”
http://www.directcontactpr.com/free-articles/article.src?ID=41

Here’s a second article that talks about how to get the most out of whichever type of publicity service you choose titled “Super Client! Getting the Most Out of Your Publicists and Copywriters”.
http://www.directcontactpr.com/free-articles/article.src?ID=42

You can choose to manage your promotions to achieve many different types of results.

There is no simple answer. There are costs (money, time, and material resources for the data needed and the technology needed) to achieve publicity success.

There is also expertise and technology required (copywriting, targeting the right media, utilizing the best technologies, communicating with clients and media, negotiating, reporting, integrating with marketing and other people and publicists who are involved).

It’s important to recognize that it takes skill, capability and time to do these things well. Plans have to be created, actions need to be systematically taken, and follow up actions must be completed to close each and every deal.

These are some of the issues you need to address and factor in to the decision one makes.

The original question asks “is it worth it to hire a publicist?”

The return on investment question can be answered by evaluating the profit one makes per action triggered by your publicity effort. Let’s look at some of the costs and what it means to an author/publisher.

If one makes $5 per book, then it takes 100 books to cover a $500 cost for a single news release publicity project.

You’d have to sell 2,000 books to cover a $10,000 fee for a full service PR firm or personal publicist for some dedicated time or program.

If on the other hand if you are not just an author, but also receive $3000 for a speaking engagement plus travel and per diem, then you can make $2500 or more if you even get one speaking engagement off one $500 news release outreach.

If you worked with the $10,000 PR firm, you’d nearly break even if you got three engagements and you’d make a couple of thousand with four.

Will the $10,000 firm produce more than the $500 outreach effort? This depends on what is really being done to get media coverage. It depends on the message and who gets to receive it.

There are at least five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts.

1. The first point is when you transmit a news release or conduct an outreach effort. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs?

2. The second point is immediately after the outreach is conducted and you can identify the number and quality of the media responses to your outreach.

3. The third point is when articles are actually published or when your interviews have been conducted.

4. The fourth point is when you determine whether enough of the right people respond to your message.

5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience.

It is only now you can truly ask “Was it worth it?”

Here is a link to an article I wrote which discusses this aspect of publicity in more detail titled “Tracking Your Publicity Success and PR Effectiveness” http://www.directcontactpr.com/free-articles/article.src?ID=14

What this means of course is that publicity is more valuable when someone has multiple streams of income that can be leveraged and the branding effect triggers interest and sales in many ways. This frees people from strictly focusing solely on their product and allows them to shine again and again by helping people they can help the most in ways that really turn people on. This is how you not only trigger real interest, but trigger trust and action. This is the professional branding effect and when it works, people like what you say so much that they will buy everything you have for sale.

This is what you hope for when you hire a publicist.

So is it worth it to hire a publicist?

It depends on whether you can do what needs to be done by yourself or with the right type of help. It depends on the results you achieve when you do these things.

The one thing you really need to realize is that even if one hires a publicist, there’s still no guarantee that publicity will produce sales. All you can do is try.

And like any other marketing tactic you should really evaluate the effectiveness as a business using objective measures. Look at all the factors and make an informed decision.

If it works, do more of it, and if it doesn’t stop and do something else.

The only thing that is certain is that if you do not reach out to people somehow, nothing will happen.

Hope this all helps. Questions? Feel free.

And BTW, Oprah doesn’t have a show any more. She has a multimedia network with lots of shows and a magazine.


Evaluating Your Media Coverage – Online Clipping with Search Engines

Evaluating Your Media Coverage - Online Clipping with Search Engines

Evaluating Your Media Coverage – Online Clipping with Search Engines

There are several ways to search and find media coverage without spending money on clipping service. All you have to do is use the right keywords and search in the right places. You can discover many, if not most, of the media coverage you get from your campaigns within a week of your outreach.

There are several types of search engines you can use – all of these are free. There are more search engines out there and this list will always change over time. These are the ones that I use on a regular basis.

Search by using a persons’ name, their book, product or whatever keyword you want to focus on. To keep your results narrow and focused, place “quotation marks” around your search words.

If you want to evaluate media coverage, focus on the keywords that you are researching and study what is being published, by whom, and what the article or interviews says.

    Regular (Web) Search Engines

Google

Yahoo

Bing

Ask

    News Search Engines

Google News

Yahoo News

Bing News

Ask News

Topix


    Blog Search Engines

Google blogsearch

Yahoo searchblog

Blogdigger

Blogsearchengine

Technorati

    Media Search Engines

Reuters

USA Today

The New York Times

Washington Post

LA Times

Boston Globe


    Social Search Engines

TalkWalker Alerts

Social Mention

Tumblr.com

Facebook

LinkedIn

Twitter

Topsy

Scour

Pipl

Zoominfo

MyLife

Peek You


Content Marketing: Using The 3 I Technique to Create a Publishable Content

Content Marketing: Using The 3 I Technique to Create a Publishable Content

I received lots of questions today about how to get the most out of my 3 I Technique.

There’s a neat way to create publishable content that you pitch in a news release. It’s called, “The 3I Technique” and you use it to create appropriate publicity materials for yourself, using articles about other people (= PR success stories) as a guide.

The 3I Technique works like this:

Step 1. Identify the Success Story (using the search engines to identify appropriate articles)

Step 2. Imitate it (pick one and mimic it line by line)

Step 3. Innovate it (by writing an article just like your success story, but using your own information).

Very simply, you must follow in the footsteps of those who have been successful with the media before you.

Using the 3 I Technique allows you to identify other successful media coverage and leverage it for your own practice.

Now to arm you so that you can develop releases and deploy these strategies freely, do a number of searches using your key words.

Then you’ll be able to use The 3 I Technique and do what’s necessary any time and you’ll be on your way.

Things you can’t do if you want publicity — What definitely doesn’t work

There are certain news releases that simply look more like advertising that news to most editors. Thus, while commercial advertising elements generally may be great for direct marketing, they are generally are fatal when placed into a news release.

¨ Anything that resembles a request for free advertising.
¨ Hard sell commercial pitches or marketing hype.
¨ Pithy quotes from executives & corporate gobbledygook.
¨ Clearly incomprehensible technical mumble jumbo.
¨ Freebies or discounts on prices or demos or consultations.
¨ Offers for free samples
¨ Promotes a product without more.
¨ Simply promotes a web site
¨ Promotes a publication or e-zine.

Although this may ultimately be your goal, the purpose of a news release is not to sell product. The purpose of a news release is to persuade an editor to give you news coverage – to publish information about you or your product.

You just need to interest the media decision-maker, and make it easy for them to do their job.