Dog Royal Wedding Rehearsal; Mom’s proud

April 28, 2011


John Le covers our Saluda Rrrroyal Wedding! I’m so proud of my husky baby! See the TV clip and let me know what you think of the “rrrrrock.” Oh, and there is one soundbite that’s hysterical. See if you can sniff it out.

Asheville. NC :: Absolute Le – Royal Dog Wedding.

Saluda (Dog) Rrrroyal Wedding

April 27, 2011

I just got interviewed by WLOS, our local ABC TV affiliate about being in my dog’s wedding. Yes, that’s right. You think I jest? You see, I’m not only Michelle Tennant, I’m also the personal assistant & publicist to Duchess Lou Lou (aka my rescue Siberian Husky from Foothills Humane Society). After I was interviewed by CNNMoney about how international PR might affect Kate Middleton’s family business, my business partner had this grand idea … host a local Rrrroyal Wedding (a canine royal wedding) to raise money and awareness to benefit our favorite dog shelter, Foothills Humane Society, the one where both our dogs were but mere paupers begging for a home at one time. See the evite about this dog royal wedding and read all about the groom, Duke Brodee. Kate Middleton encourages charity donations and we love PR, so why not help out some furry friends. (Speaking of fur,  Duchess Lou Lou has a terrible case of “wedding shedding” due to nerves. See the video.) Friends all around Saluda, like Joni of the historic and recently renovated Saluda Inn and Wine Cellar decided to pitch in wine tastings, silent auctions and private showing of the real wedding on Friday, April 29, 2011 from 6:30 to 10:30 pm. We even have music thanks to Mr C’s Mobile DJ. Duchess Lou Lou got in top trim shape for her dog wedding by eating organic dog food this year and watching portions with Yum Yum Dishes (she really did!). I’m such a proud husky mama! My baby’s wedding even gotten ink in a local paper, The Tryon Daily Bulletin! Watch for more news coverage of this very special occasion. Dogs, cats, horses and animals of all kinds can celebrate. Don’t forget, Saluda NC is the home of the world-famous, annual Coon Dog Day. Woof! (Please give rrrrrichly to the Humane Society, even if you can’t make it!)

Location, location, location

April 21, 2011

On Tuesday, I got our client Landmark Education mentioned in the Wall Street Journal. Okay, but back up. That’s not a first for my company Wasabi Publicity. Years ago we had Grameen Foundation mentioned in the Wall Street Journal. What is a first, is the article was teased on the front page of the paper above the masthead. You’ve seen those teasers while walking by a daily newspaper kiosk. It’s the article that screams, “You have to buy me. I’m the article that will change your life!” Tuesday’s paper not only screamed, “How to Fight and Stay Friends” but it also had two color photos to boot. See, what you have to understand about newspapers is this … ink is expensive. Ink real estate is everything. Especially in today’s digital, on-demand media world. The editors carefully plan out editorial, advertising, photos and headlines to best attract you, the reader. So the front page above the masthead (ie: the one everyone reads while walking by the kiosks) can arguably be the most valuable “piece of real estate” in a daily newspaper. Additionally, the Wall Street Journal is a significant global paper, not just an American daily. So, for me this is for sure a career-high. I’m so excited for my client and I’m really excited for the columnist. It’s not every day a column or article is teased on the front page like that so it’s just a great placement all the way around. I also loved how the column had interactive videos and illustrations to demonstrate the content and steps. You could have been interviewed for the article too. The request for couple interviews was at our free media lead service PitchRate. Get in relationship with journalists and help them out! They are just looking for that one good story to make their jobs easier. Your story could be the one for them. There are many arguments in the world of PR about how valuable an editorial placement is compared to advertising, but let’s face it. Just like in real estate, location is everything. Whether it’s an ad or an ‘earned media placement’ (ie: editorial coverage), the front page teaser is prime. Color photos, interactive videos and the global reach … well, that just makes the article a ‘must-see.’

Party Like A Princess! (After Your Interviews …)

April 14, 2011

When you get media coverage from CNN (like I just did — see below), you may want to party like a princess, but when it comes to business stay credible. How do you do that? Reputation and {{clearing throat}} public relations. Many business owners confuse advertising with publicity. The single most important thing you can do for your business is establish credibility. One way to do that is to support the media when they’re writing the news with great sound-bites so they mention you in the news. What makes a great sound-bite? Educational value. Period. It’s not “sales.” It’s not “promotion.” It’s not talking about yourself and your company. It’s simply, education. What can you say when you’re being interviewed by the media to educate the audience reading, listening or watching? If you make a difference with that audience member, by providing them an extra morsel of knowledge, you will make a lasting impression (both with the media contact and their audience, ie: fans) and in turn, they will click-through to your website, sign up for what you’re offering and in-the-end, maybe even purchase something from you. The first piece of business though, is to get quoted. That takes being in front of the media day-in and day-out. Stay in touch with the media you want to cover you. If you don’t have time to do it yourself, hire a public relations firm to do it for you. Or use a free service, like PitchRate that sends your email inbox media requests on a daily basis. Then, when you’re called in for an interview, educate don’t promote. When I was asked by to be interviewed about the royal wedding, the first thing I did was call my business partner, Drew Gerber, to create educational points (soundbites) for the reporter. We discussed first, what audience would be reading the article. In this case, business owners and entrepreneurs. Then we discussed, what would be on-point for the reporter’s request and what would add value to her readers (business owners and entrepreneurs). You can see the end result in this royal wedding article. I also want you to know the soundbites (educational points) Drew and I created showed up almost verbatim from what we created the day before the interview. See, you cannot control what the media writes or publishes. (If you want that, purchase advertising instead.) However, you can control what you say in an interview and my recommendation is to create value and educate so the reporter is so blown away by what you said, she just has to write it. Media seek sources and they gravitate toward credible sources who do not self-promote, but rather add value and education (and sometimes even entertainment) to their reporting. So party like a princess — but after your interview! The night before your interview, write out educational tips and then get to bed so you’re fresh-faced for a great interview. Then toast some champagne the night of the article’s publication. Like my business partner and I will be doing tonight and during our royal wedding party designed to raise funds for a local animal shelter providing me my Siberian husky and Drew his cocker spaniel. You’re not raising money for charity at your royal wedding party? What? Well, that’s another blog entry. So stay tuned. Until then, I hope you raise a glass of champagne this weekend for me, because I’ll be partying like a princess my friend. It’s not every day you get mentioned by CNN.

Redo & Recycle

April 3, 2011

Here’s what’s true. People think once they’ve pitched the media, if they’ve not heard yes or no, they’re finished pitching. WRONG! With media, think “instant redo” just like in this recycled Facebook video where my husband attempts a dirt bike climb up a very steep hill (remember, the video cam doesn’t quite capture HOW STEEP this climb really is). Enjoy watching it and then keep in mind, “redo & recycle” when your first pitch or press release doesn’t get the result you desire. Just like when we were kids, scream, “REDO!” By the way, he tried it a second time and went up the hill the second time just fine. But that video’s not as funny as this one. Enjoy! And don’t forget to recycle! I’m talking trash this time you all.