PUBLIC RELATIONS
Do’s
· Hire www.JayRodChicago.com for all of your public relations needs. (You know I had to plug myself here.)
· OR, if you live in the Chicagoland area, take a continuing education course I’ll be teaching this fall at an area community college. Check back at www.JayRodChicago.com to find out when and where! It’ll be a course on “Writing for Media.” Check the syllabus on the web site.
· Learn about your local media: newspapers, online news services, the AP, TV, radio, bloggers and more. Sending simple press releases (written only the way a 10-year professional at JRC can do : ) will help you immensely.
· Keep TOMA in mind. No, it’s not an ancient secret code, it stands for Top of Mind Awareness. There are some arguments of how to define TOMA, but the confusion came from (in my opinion) advertising people who changed it to “Top of Mind Advertising.” TOMA, the way I understand it, is keeping your name in front of people at least seven times in a given period. If you’re going mild (like on a listerv of friends), seven times a year is sufficient. If you have a BIG sale in a month, seven times in front of customers during that month is a great idea. I think the advertising people changed TOMA to 12-15 times a year, but remember, that was because they had to sell advertising from businesses more than seven times a year!
· Learn about affordable advertising ideas like mobile marketing, facebook and myspace ads, and last minute print ads. Ads on phones are becoming more popular and are the “in” thing.
Don’ts
· Don’t be a pest. Reporters hate that.
· Ever say “no comment” to a reporter seeking comment. There’s always something to say, even if it’s “My attorney is handing the matter now. I hope this issue is addressed quickly.” Then talk to them, not too loosely, off the record. It establishes a relationship and you’ll need them when the news CAN come out, whether good or bad.
· DON’T handle emergency crisis news yourself. Have an employee who got caught doing something illegal? Don’t handle media calls yourself. You can use www.JayRodChicago.com for stuff like that, or your attorney, but DON’T handle it yourself and don’t settle for not commenting. Trust me, it looks horrible.
· CC a reporter’s editor, publisher and a group of people if you have a concern about something they wrote. If you have a problem with them, address it with them first. If it is not resolved, then let them know you will go to a higher authority. Usurping a person with the power of the pen is never recommended.
GETTING YOUR NAME OUT THERE
· Get business cards, brochures, a radio or web commercial (both of the latter provided by www.JayRodChicago.com : ) They need to have your web address, e-mail address, phone number, name and whatever brand you have created for yourself.
· SEO, or search engine optimization, is a MUST. What that does is when a person searches online for “freelance writers in Chicago” on a given search engine, I want them to find www.JayRodChicago.com. So, I get into the construction page of my web site and I change my site title and metatags to reflect keywords that people search for. Do a Wikipedia search for SEO, and it explains SEO pretty well. Do your best not to hire someone to do SEO. What I’m told, it’s a scam to get great money to do a simple task. You can do it yourself.
· Once you’ve set your keywords and your web site is 100 percent complete, go to www.google.com and www.yahoo.com and request that they do a site map on your site. What that does is send a “robot” through your site, pulls keywords and text from your page and files them on their search engines. They will only do this when your site is COMPLETELY ready, so get it ready and request that it be done before you have your HARD LAUNCH. (more about that below)
· Acquire e-mail addresses and use them responsibly (especially if they are your friends’ e-mail addresses). Know the law about sending business e-mails, too. They require you to send an “unsubscribe” message on the bottom of your message. If you don’t, you can be in trouble.
· Learn about www.MailChimp.com. It’s a mass e-mailing site that costs little, but will pay off. You may think: I can send out a few hundred e-mails myself from my OWN e-mail address. Here’s my advice: DON’T! If you send a bunch of e-mails from your site (we’re talking hundreds to your MySpace or facebook friends) your administrator (google, yahoo, msn, whoever) will red flag you as someone who may be sending junk mail out there and automatically throw it in people’s spam box. YOU DON’T WANT THAT! MailChimp will send up to 100 for you for free. You want more? Pay about 3 cents per parcel. Pretty affordable!
· Have a soft and hard launch of your web site. A soft launch allows your friends and family to point out quirks and problems with your site. A hard launch is for the public. Typically, they should be about two or three weeks apart.NEXT WEEK: SEARCH ENGINE SUBMISSION & WEB SITE PROMOTION TIPS!
Showing posts with label public relations. Show all posts
Showing posts with label public relations. Show all posts
Monday, June 1
Monday, May 25
Getting started and re-discovering your current brand
Now is a GREAT time to get into owning and marketing a business – unless, of course, you’re pleased with where you are at and what your company stands for. I wasn’t. (Read “The Story” on www.JayRodChicago.com/the-story)
So, where do you begin? During this recession, anything is possible! Discover what are the things you are good at and what you love doing. There’s a certain fire – a confidence – inside of you that is needed to start up what you’re wanting to do. Whether you’re buying a business from someone, looking to start something up on your own or looking to make a few extra dollars, this is for you. Here are a few basics I came across while exploring the idea of creating www.JayRodChicago.com. All I ask is that you link to my site from your web site (even if it’s facebook, MySpace, LinkedIn, a personal blog or web site or your company’s web site. It GREATLY helps my SEO (which is something you’ll learn about later in this lesson.)
GETTING STARTED & CREATING A BRAND
Do’s
· Research your business as if you were creating a business plan for a bank (even if you’re not). Google “sample business plans” and take it from there. You probably don’t have to get as detailed as most do in the financial aspect, unless, of course, you ARE doing it for a bank. Then do it.
· CREATE A WEB SITE. It may seem intimidating and expensive, but it is NOT. I didn’t know jack about designing a web site. I didn’t want a cheap-o looking “BLOG” type. I wanted a reputable web site. After all, I was going after thousands of people to check the site out and see if they found my services of need to them. I found a friend, www.chrismowder.com, who told me about www.squarespace.com. THE BEST ADVICE HE COULD HAVE GAVE ME. With just a basic knowledge, I was able to create a website on my own and save thousands of dollars! Their support team seems to work 24 hours a day and help me with EVERYTHING!
· Create a brand. You may think: “I’m only working out of my house. Why do I need a brand?” Trust me, you do. Think of some of the brands you know – Pepsi, Microsoft, BP or even the local day care. They all have brands. You think of something, whether you realize it or not, when you see their name, their symbol or hear their name. In this day and age of social networking, think of how many of your friends have “brands.” What do you think of when you see their pictures? Their laugh? Their voice? Sense of humor? Smile? See, we all have a personal brand. Your business needs one. (See my don’ts for what NOT to have in a brand).
· Set up a PayPal account at www.paypal.com. This is a fast, convenient and easy way to receive payment for your services and or products.
Don’ts
· Go cheap on a web site. Cheap web sites look like what it is… a cheap web site.
· Brand your name. REMEMBER: This is under DON’T, as in DON’T BRAND YOUR NAME. In hindsight, I don’t know if I’d do my name differently. I learned this lesson AFTER I bought the www.JayRodChicago.com URL. The reason: What if you’ve had enough of the business? Sick and no longer want to work for it? Or my favorite: It’s gotten so big, you want to cash in and get out? Now your name is attached to it! You’ll find throughout my site a couple of references to JRC and that’s why. JRC can stand for Jay Rod Corporation or Jimmy Rollins Caligraphy for all I care once I’m out of it. www.JayRodChicago.com was chosen because of its ring and an easy jingle (to the tune of Sweet Home Chicago… go ahead, sing it. JayRooood-Chicago. I know, I like it too! However, not all of us were blessed with a “jingly name,” so get creative when you create your brand.
NETWORKING
Do’s
· Research chambers, associations and trade shows and spend some time getting out there! You could have the greatest service in the world, but if no one knows about it, you only have the greatest service in the world… that no one knows about. Spend the time to get out there and meet people. Trust me, it’ll pay off.
· Become an expert on what you’re doing. Blog about it. Submit your blogs to those association web sites that I told you to find in the first bullet point. Go on “how-to” web sites (such as www.ehow.com), make a few bucks and submit a “how-to” about your area of interest. Also, join www.HelpAReporter.com, a.k.a. Help a Reporter (dot) com. This is a universal list of sources and specialists in various fields. It gets your name out there, which is what you want, right?
· Join www.Jobvana.com, www.LinkedIn.com, www.facebook.com, www.myspace.com and if your skills are mobile and can be done with the use of a computer, join www.elance.com and www.ifreelance.com.
Don’ts
· Sit back and expect people to find you after you’ve spent a bunch of money on advertising or promotions. Remember, you only get out of something what you put into it. In other words, if you put a BUNCH into your business, you’ll get a bunch out of it.
NEXT WEEK: GETTING YOUR NAME OUT THERE AND PUBLIC RELATIONS
So, where do you begin? During this recession, anything is possible! Discover what are the things you are good at and what you love doing. There’s a certain fire – a confidence – inside of you that is needed to start up what you’re wanting to do. Whether you’re buying a business from someone, looking to start something up on your own or looking to make a few extra dollars, this is for you. Here are a few basics I came across while exploring the idea of creating www.JayRodChicago.com. All I ask is that you link to my site from your web site (even if it’s facebook, MySpace, LinkedIn, a personal blog or web site or your company’s web site. It GREATLY helps my SEO (which is something you’ll learn about later in this lesson.)
GETTING STARTED & CREATING A BRAND
Do’s
· Research your business as if you were creating a business plan for a bank (even if you’re not). Google “sample business plans” and take it from there. You probably don’t have to get as detailed as most do in the financial aspect, unless, of course, you ARE doing it for a bank. Then do it.
· CREATE A WEB SITE. It may seem intimidating and expensive, but it is NOT. I didn’t know jack about designing a web site. I didn’t want a cheap-o looking “BLOG” type. I wanted a reputable web site. After all, I was going after thousands of people to check the site out and see if they found my services of need to them. I found a friend, www.chrismowder.com, who told me about www.squarespace.com. THE BEST ADVICE HE COULD HAVE GAVE ME. With just a basic knowledge, I was able to create a website on my own and save thousands of dollars! Their support team seems to work 24 hours a day and help me with EVERYTHING!
· Create a brand. You may think: “I’m only working out of my house. Why do I need a brand?” Trust me, you do. Think of some of the brands you know – Pepsi, Microsoft, BP or even the local day care. They all have brands. You think of something, whether you realize it or not, when you see their name, their symbol or hear their name. In this day and age of social networking, think of how many of your friends have “brands.” What do you think of when you see their pictures? Their laugh? Their voice? Sense of humor? Smile? See, we all have a personal brand. Your business needs one. (See my don’ts for what NOT to have in a brand).
· Set up a PayPal account at www.paypal.com. This is a fast, convenient and easy way to receive payment for your services and or products.
Don’ts
· Go cheap on a web site. Cheap web sites look like what it is… a cheap web site.
· Brand your name. REMEMBER: This is under DON’T, as in DON’T BRAND YOUR NAME. In hindsight, I don’t know if I’d do my name differently. I learned this lesson AFTER I bought the www.JayRodChicago.com URL. The reason: What if you’ve had enough of the business? Sick and no longer want to work for it? Or my favorite: It’s gotten so big, you want to cash in and get out? Now your name is attached to it! You’ll find throughout my site a couple of references to JRC and that’s why. JRC can stand for Jay Rod Corporation or Jimmy Rollins Caligraphy for all I care once I’m out of it. www.JayRodChicago.com was chosen because of its ring and an easy jingle (to the tune of Sweet Home Chicago… go ahead, sing it. JayRooood-Chicago. I know, I like it too! However, not all of us were blessed with a “jingly name,” so get creative when you create your brand.
NETWORKING
Do’s
· Research chambers, associations and trade shows and spend some time getting out there! You could have the greatest service in the world, but if no one knows about it, you only have the greatest service in the world… that no one knows about. Spend the time to get out there and meet people. Trust me, it’ll pay off.
· Become an expert on what you’re doing. Blog about it. Submit your blogs to those association web sites that I told you to find in the first bullet point. Go on “how-to” web sites (such as www.ehow.com), make a few bucks and submit a “how-to” about your area of interest. Also, join www.HelpAReporter.com, a.k.a. Help a Reporter (dot) com. This is a universal list of sources and specialists in various fields. It gets your name out there, which is what you want, right?
· Join www.Jobvana.com, www.LinkedIn.com, www.facebook.com, www.myspace.com and if your skills are mobile and can be done with the use of a computer, join www.elance.com and www.ifreelance.com.
Don’ts
· Sit back and expect people to find you after you’ve spent a bunch of money on advertising or promotions. Remember, you only get out of something what you put into it. In other words, if you put a BUNCH into your business, you’ll get a bunch out of it.
NEXT WEEK: GETTING YOUR NAME OUT THERE AND PUBLIC RELATIONS
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