My Year On Social Media

I’m a social media newbie. I’m not an expert, I’m not a guru, I’m not a leading authority. I wouldn’t even say I’m a blogger.

Having been a publicist (and often getting sidetracked with my own entrepreneurial ventures) for more than 18 years, last year I launched PR in Your Pajamas with the goal of helping entrepreneurs get the kind of publicity in newspapers and magazines usually reserved for corporate clients who can afford hefty retainers.

In other words, helping small biz clients get publicity in what you would call “traditional” or “offline” media. Very quickly, I got immersed in social media, which I consider to be an extension of “online PR”. Read more

How Social Media = Online PR

In a recent post I talked about the difference between offline and online PR for small businesses. Just to take it a step further, I think of Social Media as Online PR because at the end of the day, social media is a means of establishing your brand and getting buzz for your business.

In creating a PR campaign, you need to determine your key messages and your key audiences, you need to prepare a way to communicate your message (writing a press release, media pitch or media kit), you need to pitch the media and then track what the media is saying about your company.

It’s the same with Social Media except you use ‘Online’ vehicles like blogs, social networks, podcasts, video, and so on to get your message out to your target audiences. Instead of journalists, you pitch bloggers. Instead of cutting out press clippings, you can use Google alerts as a free way for you to track what is being said about your company online so you can determine if your key messages are being picked up, respond promptly to any critical articles and manage your brand’s overall reputation.

In terms of getting publicity, Social Media is making it easier for us to communicate directly not just with potential customers but also media. For example, check out the database of Media on Twitter. Follow and engage with a few journalists who may be interested in your story. Isn’t that less intimidating than picking up the phone to pitch them a story?

Of course, to have an effective campaign using social media you’ll need to have a strategy in place, be able to communicate well and establish relationships with the right influencers – whether media, blogger or another key connector – who can help you build the buzz around your business.

Just like in PR.

Getting PR and Investment on Dragon’s Den

For my Canadian entrepreneur friends…

Fresh off the highest-rated season yet, CBC Television’s DRAGONS’ DEN is embarking on an epic audition tour. The show gives aspiring entrepreneurs the opportunity to pitch their ideas to a panel of wealthy Canadian moguls who are entrepreneurs themselves. The prize is real cash and real investment – from the Dragons’ own pockets!

This is a fantastic opportunity for entrepreneurs and small business owners to come down and pitch their business concept for the chance to appear on national television.

As extra incentive this year — entrepreneurs with an eco-friendly business, invention or idea could qualify for a $100,000 Greenvention prize from Sun Chips.

Our socks by mail company actually appeared in a sister show called Fortune Hunters back in 2007, shortly before we got bought out

There are over 40 stops in the audition tour. Visit www.cbc.ca/dragonsden for more information.

What Is The Difference Between Offline and Online PR?

If you’re new to PR, public relations for small businesses is all about building your reputation. It’s the result of what you do and say, and what others say about you. PR establishes credibility and generates awareness outside your limited inner circle so that people can’t wait to come in droves to your site or store to evaluate the information for themselves, join your company, invite you as a potential partner, invest as a stakeholder or buy your product or service.

It’s crucial to include PR in a small business marketing plan as a way to differentiate yourself from the competition.

PR pros can use many different tactics for a product launch, or to sustain longer-term public relations goals such as brand building or local community relations.

Offline PR uses tactics like media relations, speaking at conferences, offering contests and contributed articles to generate publicity with print, radio, TV, events, conferences and other “real life” venues.
Read more

10 Ways You Can Say No (without the guilt)

I find it extremely difficult to say “No”. First of all I’m a Libra and like to keep things in harmony (often at the expense of my own well-being). In business, I tend to have the shiny-object syndrome – you know, where everything looks cool and so I get worried that I may miss an opportunity if I say no. This ends up taking a lot of my time and scatters my focus.

Tell me if this sounds familiar – you’re asked to do something you don’t really want to do or have time for, but you would feel guilty if you said No. Whether it’s a church fundraiser, a committee at your child’s school or participating in a project, it’s important to learn to say No if you don’t want to get overwhelmed, stressed or resentful. It’s about self-protection – people who are able to say No have more free time, energy and feel more in control of their lives.
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3 Tips For Using A Media List Effectively

A while back I wrote about How to Build Your Own Media List. Whether you build your own or buy a list, here are three tips that will help you maximize your chances of getting PR and avoiding media pet peeves.

1. DO A BIT OF RESEARCH – even if a paid media list is customized to your product or service, it’s usually based on keywords only – the more generic your key words, the more possible contacts you will pull. Which is why an unqualified media list can have hundreds or a thousand names that you pay for, with only a handful of reporters actually appropriate to you. If a magazine or media outlet sounds interesting, check out their website to see if there is an appropriate section or column where your company could be covered.

As you scan the print or online publication, think about:
• Are they interested in product reviews, book reviews, fashion or trends?
• Is there a giveaway/contest, guest articles, a CEO profile, inclusion in their gift guide that you can contribute to?
• Are they a Print publication or Online website? Often there is a way to get included in their newsletter for subscribers.  Read more

Get Off The Island of Someday

There is a crowded little island that everyone in the world has been to several times, including you and me – and it’s called “Someday”.

It’s so appealing that many people who go there never return.

“Someday I’ll have the family, house, luxury car and 2 dogs and then I’ll be happy. Someday this current misery will end, the venture capitalists will understand my genius and I’ll figure out what I really want, and then I’ll be happy. Someday I’ll retire financially independent – just wait and see – I’ll be really happy then.”

The problem with living on this island is Read more

February Cleanup: Last Chance to Get a Mom’s PR List

I think the theme for me in January was “creating” and “cleaning up”. I spent a lot of time creating systems, teams, content and starting a couple of PR campaigns for high-profile entrepreneurs. I also got to look at my business with fresh eyes and decided a bit of clean up was in order – so a few products are getting retired.

Since February is the love month, if you have a Mom-related business, product or expertise, you’re going to love this sale.

http://prinyourpajamas.com/mom-media-list/

Until February 28th, you can buy the Mom’s PR Media Lists at 50% off. You’ll also get a bonus “How to Be a PR Maven” tip book to help you maximize using the media list.

I’m doing this because these lists were compiled in 2009, and I don’t want to update them anymore.  Of course, you could compile your own list of journalists who are interested in Mommy matters. But why spend your precious time doing that when you can get a Mom’s PR Media List right now at this incredible deal?If you’re at all interested, do grab the list of your choice now, because I’m pulling these lists off the market — forever.

How To Use an Editorial Calendar to Get PR

If you’re new to the term, an editorial calendar is a listing of the major themes or features planned for upcoming issues of a magazine. An editorial calendar is often in the Media Kit created by magazines (and sometimes newspapers) to attract advertisers. In theory, an editorial calendar tells you in January, what the magazine will write about all the way till December.

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Stay Hungry, Stay Foolish

Last week, Steve Jobs and Apple launched the new and eagerly anticipated iPad. Over the years I have admired Apple for their branding, product launches and product innovation.

This post is a more personal glimpse at a much-respected and innovative thinker. I thought I’d share with you a speech by Steve Jobs where he shares three very powerful stories. It never fails to inspire me.

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