Frequently, I have clients ask me how long it takes to win the PR race online. When I’m asked that, what I like to do is remind them it’s like asking how far the Internet reaches and then trying to map your way all the way to the end. (impossible)
It’s not the length of the time it takes to hit the big time online, it’s the journey of the race in building your community, your outreach, your crosslinks, your readership and who the heck knows how that will grow.
It’s a marathon not a sprint. So how do you tell how your race is coming?
If you want to measure your race online with your PR person or sans PR rep, then one of the easiest ways to do that is with a simple Google alert – www.google.com/alert – sent to your inbox. This is a great way to plod your progress and plus there’s nothing better than opening your inbox and getting your very own Google alert with five places you’ve been covered!
And if you’re worried about the hare (i.e. your competitor) running in front of you, there’s nothing more inspiring than setting up a Google alert on their name or product or company too.
Make sure when you get that Google alert that you’ll lace up your shoes and talk to those reporters who covered your competitor’s race as well. If they’re covering your competitor, they should be covering what you’re doing.
Now go and win the race, but remember "Slow and steady."
This is a cool way to matrix all those marketing blogs! See how many you know on this list.
Hi,
One of the things I help clients with is coming up with blog strategies and how best to reach out to bloggers that might be interested in your news. One of the great things about the blogosphere is that it should free you from relying on traditional blast email or phone call PR methods. There really is a wonderful synergy that can exist between bloggers and folks trying to get some stories picked up by them.
For example, if you’re a musician one of the things you might want to do or have your PR rep do is reach out to some online music blogs. I’m repping two musicians right now – Casey McPherson’s phenomenal band Alpha Rev and Bob Schneider. With both these multi-talented folks one of the great opportunities we have is to reach out to blogs who cover the music arena.
Reaching out to the blogs that are already interested in writing about musicians and the music arena is a great and simple way to get some good online coverage. But if I wrote to those same blogs pitching my client Phytobase, who produces Chocollissima about chocolate and tried to fit the story into how "musicians like to eat chocolate on the road", this would not be a good fit and would not hold me in good stead with that blogger in the future.
My advice is to really use the phenomenal resource of bloggers wisely and respect what they are doing and who they are in terms of asking them to take a gander at your latest and greatest.
And just in case you’re wondering, no the clients within this post don’t count as a PR placement! They’re great for illustrating a point though!
Now, here’s your assignment – go and find out what Blog Carnival your blog could be participating in to help build your community of readers and fellow linkers up. It’s never too late to hitch a ride on the Blog ferris wheel.
If you’re unsure how to get bloggers to link to your blog, this article by B.L. Ochman has some very good tips in it.
The link is here – http://www.mpdailyfix.com/2007/01/how_to_write_blog_posts_other.html .
One of the ones she touches on that I think is really important is "Don’t Use Jargon" – what that means is don’t talk like you’re in a technical meeting with your buyers. Talk like you would if you were having a conversation with someone on an airplane! Be engaging!
Patricia Seybold, one of my idols, posted a superb insight into leveraging your customer content. Read it, create it and leverage it!
I love this Blog! It’s very direct, filled with fantastic insight – and no grandiose BS on marketing and Lois Ellis is a genius.
Her post on the "Discipline of Saying Less" is great. Also if you’re brave try to do the 6 words or less thing she references as well.
Also I like her # 3 on response to being tagged and revealing things you didn’t know about her:
- "I’m convinced that more women than men will be leading countries and major universities within two decades, largely because women are better at listening and making people feel heard."
I like this because my sister who was the first woman chair of UCDavis Engineering dept. was just featured on the front page of the NYTimes Science section as a leading woman of science.
Ok, but I still think men are great too!
So this guy gets on a bike and rides 10,000 miles across the United States. And his goal is to raise a million dollars for kids with learning disabilites. And he’s already been featured on The Today Show and hopes to go on to have his other 8 wishes granted along the way.
So it’s my wish that you go and see this video that talks about Paul – because if you hit this link and forward it on, for every 1000 views Metacafe will donate $5.00 to Paul’s cause.
And feel free to go to Paul’s site and post your 8 wishes as well. Oh and forward this out so more people view the Metacafe vid.
Do you really have to step on everyone else to succeed? The great news is that you don’t. No one has to fall into the trap of "scarcity" vs. "abundance" as there is plenty of business and opportunity to go around.
In the freelance writing world the worst thing you can do is view everything as scarce, because it impacts how you interact with peers, how willing you are to partner with other creative folks and your writing craft itself.
In covering the Internet for over a decade as a freelance journalist I’ve marveled at how many opportunities are lost simply because folks are unwilling to move out of their comfort zone and open themselves up to new opportunities.
As a writer I’ve always lived by "pitching and swerving" to the next assignment and underlying that pitching and swerving is my full confidence that there will always be more assignments than I can tackle and interestingly there always is.
Take a good hard look at who you’ve been writing for and what the payoff is beyond the dollar amount. If it’s keeping you from fully expressing your talents, then find other opportunities.
Here’s a real world example:
Yesterday I just landed as a new PR client, a very well-known musician and am completely reinvigorated to tackle the PR side in the same way I would for a company, author or product. In many ways, the process is the same – getting the media the story, making your spokesperson available, being responsive and respectful to bloggers plus I get a free t-shirt and CD. (Cool!)
Make a commitment to write "outside the box" and you’ll be surprised at the abundance that will follow.
Here’s an excellent post by Phil Hall, guru of PR, on why it’s good to leave journalists hungry.
Check it out and lunch is not on me.
Geez, I’ve been tagged by a writer I greatly admire – Jonathan Kantor "The White Paper Pundit" so now I have to tell five things about me you most likely don’t know and don’t want to know.
1. I was a Junior Olympian equestrian rider and Prince Phillip gave me a trophy once.
2. My tuna casserole recipe won first place in the Texas State Fair in Dallas and I was in high school and at the time the Vice-President of Future Homemakers of America.
3. I have a very specific agreement with my husband that if someone kidnaps me and are holding me hostage in a library and are bringing me a Coke a day, he is to let them keep me for awhile so I can read in peace.
4. I’m writing a one woman show titled, "I’ll Take the Husband and Two Kids with a **** on the Side to Go." (email me if you want to know the *** part)
5. I’m a proud graduate of Goddard College, an amazing college in Vermont where Phish, David Mamet and other luminaries went to school.
P.S. (yes, mom you can email me too if you realllllly want to know what the **** means.)
And in honor of Prince Phillip, the first person who emails me the correct answer to this question gets a $10 gift card to Starbucks. (Bribing blog readers is a new tradition I think I’ll start. Creating controversy, hmm.)
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In 1997, how did Philip refer to a Cambridge University car park attendant who failed to recognise him? Peasant! Bloody silly fool! |
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Turnip! Pillock! |
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And I’m tagging five other blogs = in no particular order: Diva Marketing blog (one of my favorite bloggers!) Bob Bly (whom I have no illusions and know does not most likely take time to play tag) – so I’m not even putting a link to his blog. But I gotta tell you he has a great post on LinkedIn this week and go and read it! |
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Resolutions are good, but how about just resolving to take one day at a time to write something new?
Are you afraid to finish that ebook? Do you find yourself floundering in a pile of paper with nary an idea?
Here’s an idea…just start writing. Write like crazy. Make yourself write every day and eventually you’ll find something good. Part of a writer’s greatest challenge lies in avoiding procrastination, and whether it be business or otherwise, the more you procrastinate the less inspired you’ll feel.
Here is one of my favorite New Year’s quotes:










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