Want the nation to buzz about you in 2012? Learn secrets from this Wasabi Publicity success story. Yesterday, Doug Varrieur, low carb cook and author of the bestselling book, Fat to Skinny, was on the nationally syndicated television morning show, The Daily Buzz. How did we get him on this show that reaches 140+ markets around the country? Our publicity team scored this segment by pitching the producers at The Daily Buzz a weight loss segment with Doug and regular recipe blog entries for their new website, Body Checklist. See, when media people learn you can educate their audience on something, like weight loss, they book you. They’re not necessarily interested in your books and services (that would be called advertising), but they for sure are interested in your tips, techniques and success stories so you can help them inspire and educate their loyal viewers. Today, that includes their online social media fans in addition to impacting television peeps. So, if you want to get the ‘daily buzz’ for your own books, products, organization or services (literally or figuratively) be sure to contact your favorite media friends with ideas on how you can educate, entertain and get their audiences all-a-buzz, too.
Holiday Photo with Oma, Shannon and Michelle Tennant Nicholson
Are you still not convinced about the power of social media: blogs, Facebook, Twitter, LinkedIn and more? A blog visitor alerted me that an old holiday photo of my mother, husband, Siberian husky and myself was picked up as “TOP 20holiday cheer pet photos” on Mentos and BuzzFeed (both have respectable Internet ranks). I had forgotten about this holiday photo, but since others claim to get cheer from it, I’m posting it again. I hope you get some joy out of it. Our family laughs until tears bubble up because Shannon and I look like we were up pretty late the night before and my dog is hating life while “Oma” is playing cuddle, cuddle with the miserable baby. Hysterical. Plus, the hat on Lou Lou’s head made a musical tune she loathed. The PR lesson here is get out there. Share yourself. If you want to get noticed by others for your services, products, books, organizational good deeds and more, there is nothing – nothing like the power of social media and PR placements. Always use photos and videos in your social media (they get noticed on the Internet as long as you title them strategically). Learn to leverage the media placements you do score with your social media connections. Merry Christmas everyone. If you don’t celebrate Christmas, then Happy Holidays and an amazing adventurous new year to you. Please write to Wasabi Publicity and let us know how PublicityResults can help you realize your dreams in 2012 and for sure take advantage of all our free PR services at PitchRate. (Yes, that was a plug. See, plugs don’t hurt you now do they? We all have to put food on the table Now, go get you some PR! Don’t be afraid to be the buzz.)
Did you fall in love with your opposite? I did. Not only did I marry Shannon Nicholson, my opposite in love, I also created Wasabi Publicity with Drew Gerber, my opposite in business. It’s true opposites attract. But do they attract media coverage? You bet. Relationship facts, tips and quips for sure get the attention of the media. Why? People love to read and learn from other people’s trials and tribulations. Here I am admitting to crying on vacation with my husband in the Wall Street Journal’s Personal Journal Column called “Bonds.” Be vulnerable. It makes a great story! The journalist was researching whether planners and non-planners can make it work. I know for a fact it can and actually build my media team with opposites. You need the creatives, organizers, money minders and general jokers to make a good team thrive. The other recommendation I have for you is journal about your life’s experiences. Snap photos. Shoot videos. You never know when the media will need candid shots (for which you need to own the copyright). We took the photos included in this 2011 Wall Street Journal article in 2004. Wow. They were even taken with one of those old cameras that took panoramic views. Remember those? It’s a good thing too, because the photos brought back memories I could share in my interview. (The crying on an overnight train I remembered without help, though Lately, I’ve been journaling on Penzu. I love it. It even sends me reminders to write. My husband captures all his adventures in a little leather-bound journal he keeps next to his bed. He adds photos from time to time. Whether you’re a planner, like me, or a fly-by-the-seat-of-your-pants guy, like Shannon, keep fun photos, details and lessons learned. You never know when your life will make a difference for a journalist and by proxy, millions of people reading the media coverage using your life as an example. Your life may become the ‘characters’ in the story the media’s spinning.
Shannon Nicholson and Michelle Tennant Nicholson overlook Austria from the Fort
I hope you enjoy the “How to Hire a Publicist” article by Joan Stewart. In that article, she links to an older blog post of hers that lists my fav ways to leverage media coverage. I thought it would be a good refresher here as well. Let me know what value you get from it. Love those links so feel free to send them along to me. Happy Holidays everyone!
This image of a half kayaker/half business woman is from an article on the TEN MOST FLEXIBLE CAREERS for women in MORE Magazine this month. I’m featured. In fact, I’m the half paddler half publicist who inspired the graphics team to create such an amazing image. Read my story.
After the article was published, I decided to use it as inspiration for a keynote address I was giving at a local church. My speaking appearance was captured on video and it’s below. If you’d like to download the worksheet and take the 20 minute workshop on releasing fear to be the best you can be, find it here.
Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? You are a child of God. Your playing small doesn’t serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. We are born to make manifest the glory of God that is within us. It’s not just in some of us: It’s in everyone and as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others. ~ Nelson Mandela
Nelson Mandela’s quote greatly inspires me each day and in this women’s workshop I deliver at Providence United Methodist Church in Forest City, NC, I lead ladies through a series of questions to face their fears and let their inner light shine. It’s a quick 20 minute workshop with a worksheet and maybe you’d like to check it out too.
Work along as you watch the following short five videos (20 minutes total to breaking through fear in your own life).
Nikki Nicholson introduces her daughter-in-law, Michelle Tennant Nicholson. See Intro Video
Question 1: WHAT PART OF YOUR LIFE IS NOT SHINING? WHAT DO YOU FEAR? See Video 1 of 5
WORKSHEET LINK
Question 2: WHAT GOOD WORKS CAN YOU SHINE TO OTHERS THAT YOU ARE (or ARE NOT) CURRENTLY SHARING? See Video 2 of 5
Question 3: WHAT ACTIONS CAN YOU TAKE TODAY, TOMORROW, THIS WEEK, THIS MONTH, THIS YEAR? See Video 3 of 5
Question 4: LOOKING AHEAD! See Video 4 of 5
Question 5: HOW WILL IT MAKE A DIFFERENCE FOR OTHERS See Video 5 of 5
Let me know if this makes a difference for you, too.
Recently a server did ”circus style serving” (as he likes to call it) and presented a plate trick when our meals were ready. (See video above.)
I’ve said it before and I’ll say it again: “Editorial media contacts do not care about selling your product, service or organization.” I know this comment feels like a lion attacking you at the circus, however, it’s simply true. I have to remind our PR clients about this every day. What the media does care about is educating and entertaining their audiences (listeners, readers, and viewers). So, send tips and tidbits, instead of contacting the media to ‘sell’ your wares. (By the way, if you’re contacting editorial media to sell your product, service or organization, you should simply ask for the advertising department instead. The editorial departments will NOT have time to manage your advertising suggestions.)
What most people want when they say, “I need PR” is what is known as earned media coverage. This is where you, your product or organization is a source for a broadcast segment or print article, not a subject of advertising (aka commercials). Tidbits and tips show the media how you can educate or entertain their audience best. It adds just the right type of sparkle. Think of it as added value for the media. Then, they can figure out how you and your tips & tidbits fit inside the story they’re writing and producing for their bosses (and audiences).
Learn how to add value — that extra sparkle – from this example. I was recently having lunch at one of Asheville’s best restaurants, Salsas. A freelance writer I know from Inc. magazine joined me for lunch. Our server surprised us with his “circus style” serving. In other words, instead of just giving us our meals, he added a bonus feature: entertainment. I was enchanted and as such, gladly gave a larger tip. (I also chose to mention Salsas in my blog and viola, now you’re reading about the server and the restaurant. Earned editorial coverage can’t get any better than that!)
How can you add a bonus to what you’re offering the media? Ask yourself that while you watch how our server presented lunch to us and then write to me and let me know what you’re doing. If you have questions about how to add sparkle to your PR campaign, let me know with what area you struggle so I can help you.
When our ‘circus’ server filled up our water, he did some fancy handiwork. Look to see what type of handiwork (a special sparkle) you can add to your next PR campaign:
I want to also add, the server gave me his business card that clearly indicated he was a circus style server so that I could send him a link from my Internet posting. Circus style server. Brilliant branding!
He didn’t know I was a publicist. He sure is brilliant on how to network, though. When you contact the media, always make sure they know how to contact you back, especially after hours. I can’t tell you how many media people have told me over the past two decades how many times they’re pitched with no phone number or follow-up information. Don’t be the clown at your own PR circus. Instead, be the PR Ringmaster and wow the media with entertainment, education and most importantly, how you can be contacted.
Michelle Tennant Nicholson's fire foil packets wins State Park Campground Cookout Contest
By now you’ve heard I love entering contests. My business partners and I also run contests. That’s why I know contests are a) a great vehicle for PR and b) just too much fun … especially if you win like I just did!!!
I won the State Parks Campground Cookout contest with my Fire Foil Packets recipe. I was just messing around online one day and saw the contest. I reflected, well, I have a great camp recipe and quickly entered. Viola, today I was notified that I won and now get a package of prizes from the State Parks. Yippee!
If you’ve not caught my personal YouTube channel which features ”Fast Food From the Farmer’s Market” cooking videos alongside updates on how my 2011 New Year’s health resolution goals are going (yes I’m still working on my New Year’s resolutions), then check it out now. I just uploaded the best campground cookout recipe that’s healthy and inexpensive to boot. $14 feeds a family of four (at home or the campground). And you bachelors for sure need to watch the video so you’re not eating frozen pizza night after night (like my husband used to before we were married). I have to say, while I taught my husband the at-home foil packet version, he and his whitewater kayaking/off-road motorcycle friends perfected the sausage, corn, onion and potatoes fire foil packets at the campground!
Seriously though, if you want to add fire to your public relations, contests are the way to go. A decade ago traditional media would cover winners because they lived in their immediate coverage area. Today, social media reaches well beyond your backyard and your contest winners can be featured on Facebook, Twitter, YouTube and dozen more sites. I mean, the State Parks didn’t know I was a publicist and now look — I’m promoting my win to all my friends and family!
In today’s world, we each have our own ‘audience’ and our own distribution methods. Remember that. Oprah reminded us of that on her last show. She was right. We each have our own reach, so to speak, just like any media venue on TV, in print, on radio or online. So, play with your peeps. Fun is the fire.
Contests also get you photos. Years ago I read about an ugly sofa contest. Hysterical. How can you take your product, service or organization and create a contest around it? In the end, we all just want to have fun. Contests bring us back to the innocence of our childhood and screams, “Let’s play.” In today’s online media world, getting people to play with you is the best way to do PR. Once you gather all your playmates, stoke the fire and dream up new and different games, contests and campfire discussions. I can hear the PR fire crackling into the night already. Here’s to ‘smore’ PR. (Giggle.) How do you plan to stoke your PR fires now?
Here’s a lesson in what NOT TO DO in social media. Last week I made this amazing iced coffee using Starbuck’s VIA Instant Iced Coffee product. It’s pretty good. So I added the photo to my Facebook page for kicks and posted, “Honk if you like iced coffee.” It was fun. A lot of people honked, beeped and commented on their love of the dark brew. Then I thought I’d link the post to the Starbucks site which has thousands of users on it. So, I had a new friend request from someone there. Hmm, I thought, should I accept this friend request? The rule of thumb is not to accept friend requests from people you don’t know. I some times hear from people I don’t know so I usually accept the request, check them out and then if they look good (and credible) I keep them as friends. Otherwise, I delete them immediately. Well, this one guy from UK looked good and he was even working on his dissertation so I accepted (and kept) his friend request. At least for one day. You see, as soon as I accepted his friendship on Facebook, he posted a request to all my friends on my Facebook. I deleted the request and thought, well, he’s just trying to find people to answer questions for his dissertation research. Had he just sent me a personal request, I would have posted the request for him. Instead, he didn’t try to build a relationship with me, but posted on my wall annoying me. (It messed up the flow of my vacay photos. LOL.) The very next day, he saw that I deleted his post and immediately reposted his dissertation request. Annoyed again, this time I simply deleted him from my friends list so he didn’t have access to my wall. This is the take-away: just ask people for help; don’t take advantage of their new friendship. Even though we live in a social media world, the old rules of meeting people apply. You wouldn’t barge into my home and ask all my friends attending a party to come to your house for a party. That would annoy me. So don’t post to people’s walls unless it’s about them and you know you would have their permission. The best rule of thumb of all is, if you wouldn’t mention it in person, don’t mention it online. Build relationships online as you would offline. Happy networking!
Some times you may need to apologize to the media. What if you messed up? What if you intended to mail something and forgot? Or, how about sending an email you promised and oops, you had a senior moment. Don’t sweat it. Media contacts are resilient. They are so incredibly busy they know what it’s like to forget something. The big thing is, you need to clean it up. What is inexcusable in their minds is not getting back to them at all. So if you do screw up, just admit it, clean it up, apologize and move on. Don’t like saying, “I’m sorry?” Well, did you know Hawaiians don’t really say, “I’m sorry.” They say, “Please forgive me.” Yahoo! just featured Wasabi Publicity, Inc. client, Dr. Matthew B. James, a forgiveness expert, on how to apologize the Hawaiian way and restore your energy to yourself and your day. Believe me, if you let the media down, you will for sure feel it in your daily energy. You know how it is to let a family member or friend down. It’s the same if you let the media down, because you know they were counting on you. After doing PR for 20 years, one thing I’ve learned is to clean up mistakes and move on. It’s not that you won’t make a mistake, it’s how you brush yourself off after that mistake and move on powerfully. So, learn a lesson or two from forgiveness on Yahoo! and if you find you’re hungry for more ancient teachings from islanders, check out Dr. James’ Psychology Today Blog on forgiveness. (Another fruit from our PR labor.) Aloha!
Posted by michelletennant 
Now, go get you some PR! Don’t be afraid to be the buzz.)
