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.

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?