Everyone knows the feeling. It’s the feeling when you’re reading about one of your competitors in the press. Perhaps they’re revealing a business win or launching a new product or service? And you think to yourself: but we do that all the time!
Why don’t people know about what you’re doing?
What’s stopping you telling people?
Want to know why Lance Armstrong’s skilfully-orchestrated interview on Oprah has left everyone underwhelmed?
It’s because when you watch his confession you can’t help feeling part of a PR process.
A process where you, as the viewer, are merely a pawn with the power to help influence reputation in Lance’s favour.
Armstrong appears guarded and calculating. But perhaps the hours spent rehearsing legally-appropriate answers would have been better spent with Lance resolving to tell it how it was. And show us some honest regret and feeling for the sport he’s damaged and the competitors he cheated against.
His description of his career being one big lie is almost as though it all happened to him; not because of him!
What makes a newsworthy story?
And how do you save yourself time and energy selling in dull news, so that you can focus your energies on the good ones instead?
Here’s a quick trick that helps me.
I really don’t get ampersands.
I’ve just typed one here: &.
It took two key presses: SHIFT and ‘7’
Now, if I type the word ‘and’ I need to type a, n, and d. That’s three key presses. Or, if you prefer, an additional one key press to convey the same sentiment.
So, what does this say about an ampersand user?
Have you ever wondered why there are so many dull news releases?
Have you ever wondered why, hand on heart, your business news releases are dull?
Don’t judge me. But I do enjoy a little bit of X-Factor on a Saturday evening. I have two girls and it’s great family viewing time.
But I bet you thought The X-Factor was just a cheesy singing competition didn’t you? Think again.
Public relations is a phrase that literally defines itself: relations with your public.
More than ever it’s about having a conversation with your customers. A two-way engagement benefiting from listening, adding value and being interesting.
Online networking and social media has really put a spanner in the works.
In the good old days, everyone would quietly interrupt everyone else with important selling messages. And then not so quietly. Adverts got bigger. And it seemed the louder our press releases and messages shouted, the more we interrupted, the more people heard us. So everyone did it. More. And sold more. Great!
A lot falls at the door of brand managers. Everyone jealously observes you flouncing around ‘being creative’ luxuriating in your seven-figure budgets – whilst they get on with the proper work?
They want to know exactly what value you are adding to the business. But how can you be held accountable if people within the organisation run roughshod over your brand guidelines?
Have you ever been scared by the prospect of a media interview?
You realise it’s a wonderful publicity opportunity when a newspaper, TV or a radio station calls you and asks for your opinions. But, there’s always this nagging uncertainty and unfamiliarity that stops you in your tracks?
Publicity Favours the brave. This is my advice to help you seek out and relish each and every interview opportunity that comes your way.