The PR Success Connection

in Media

Launching a public relations campaign can be confronting.  Many people are uncomfortable and resist the mere thought of launching a PR campaign. As one client explained to me he didn't want to do interviews, he didn't want to be a star; he simply wanted his business to be successful. I understood exactly what he meant.  His focus was on his business, on the bottom line, and being featured in a newspaper or on a TV segment didn't mean much to him, unless it affected the bottom line.  But there was also something else going on.  He was shy and embarrassed and being interviewed, or sitting in front of a TV camera scared the heck out of him.  If you feel that way, ask yourself what you're willing to do to be successful. Are you willing to utilize the most powerful marketing tool available? Are you willing to take risks, utilize the magic of the media, and give your business a real chance for success?

If your response is yes, remember very few people are naturals when it comes to the media.  It's a skill and one that can be learned.  I generally suggest that people take at least a couple of hours of media training before launching a campaign.  It helps you focus, helps you relax and shows you how to tell your story in the most comfortable organic way possible.  It also teaches you how to meet the media's needs as well as your own,  Our trainer is Ann Convery, she has prepared clients for interviews in a wide range of media outlets from Oprah and 6o Minutes to the New York Times and the Wall Street Journal.  Her specialty is helping you refine and condense your story.  She teaches people how to present themselves as experts in their field in a relaxed effective manner.  Her foucs is on showing you how to present yourself not as a celebrity, but as an authority

Effective media placement isn't about wanting to be a star or wanting to appear on the media – it's about success. It truly is about the bottom line.  It's about establishing yourself as an expert in your field and zooming beyond your competition. But media relations is also a cumulative process.  One interview does not a PR campaign make.  But done effectively and consistently, media relations is a creative, effective, relatively inexpensive, and dynamic way to achieve success. Remember your goal is not to position yourself as a "star" or an entertainer, but as a trusted expert in your field.  You are establishing yourself as an invaluable resource for the media. If the PR process is uncomfortable for you, try thinking of it this way, you probably don't like to pay the bills, or do the books, or purchase supplies, but you do all those things because it's part of doing business.  All those processes are a part of your bottom line. PR should be at the top of that list, because unlike those other tasks, PR can generate cash flow, bring you clients and build your brand.  It should be an integral part of your business equation. You do it because you want to be successful.  You do it so your business can grow and prosper.

Copyright © Anthony Mora 2011


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Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, \\\"Spin to Win,\\\" is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, \\\"Spin to Win\\\" can be utilized by heads of major corporations, small business owners, and entrepreneurs.

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The PR Success Connection

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This article was published on 2011/05/19