The PR Journey

By Anthony Mora

Synopsis: Starting a public relations campaign is just that, a start. Don’t think you’ve learned all there is to know in a couple of months. Also, beware of the well meaning PR know-it-alls. Set a direction and stick to it.

Now that you have experienced some success and have a basic sense of the inner workings of media relations, chances are you're about to fall prey to one or more myths. You see, a little knowledge can be a dangerous thing. Because you understand some of the basics of media relations, don't assume you are now a Media Ph.D. People tend to overlook the fact that this is a subtle business. In public relations, often what appears to be the obvious decision is the wrong decision. What makes it especially difficult is that everyone thinks that they know all there is to know about it. You will be given advice from your neighbors, co-workers, pastors, janitors, clients, patients, relatives - you name it.

When I was I journalist, I worked for one particular publisher who had a tendency to listen to, and take advice from, any and everyone he met. When he went to lunch, I used to pray that the elevator would be empty and that he'd go for drive-through fast food where no one would talk to him. If he spoke to a waitress, a salesperson, or a stranger in an elevator, he would invariably call me into his office and propose that we implement some revolutionary suggestions that he had been given. Never mind that nine times out of ten these changes were totally inappropriate, they were dynamic, new - revolutionary!

People love to give advice, whether they know what they're talking about or not. Remember, these people who tell you exactly how you should run your business have nothing at stake, which is why they can afford to make such definitive and authoritative pronouncements. So, when these know-it-alls give you advice, smile, listen, maybe even nod, but stay on course.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

The PR Advantage

By: Anthony Mora

Synopsis: PR is important in good time and essential in hard times. It is always important to promote market and advertise your business. The good news as that compared to other forms of marketing, PR is generally less expensive and always more validating

McGraw Hill did a study and found those businesses that boosted their public relations, marketing and advertising during a recession grew 275% over the 5 years proceeding. However, those businesses that cut back, if they were still in business, only grew 19%. That’s pretty striking. It doesn’t take a genius to see that the worst business decision you can make, particularly in tough times, is to cut back your marketing efforts.

The beauty of PR is that any media coverage you land, is media you can then promote. Let's say you never receive one call as a result of a magazine article. It's still valuable. You just need to work it. Become the story's distributor - and I mean distributor in the most basic sense- circulate your story, spread the word, mention the story in your biography and fact sheet, use it when pitching other stories, let other media outlets know that you were featured in the article. Duplicate it and use it as a press sample. Use quotes from the story in your mailers, newsletters, ads, and marketing to help you cement your existing client base. If you have employees, distribute it through your company as a form of internal publicity. If used correctly, you can turn this article into a most powerful marketing tool.

That article can be used to pitch a producer land you your next TV interview. There is a wide range of ways that your media can be utilized to help build and grow your business. PR offers unique advantages; you become the trusted expert, your product or service becomes the news. But none of these advantages will serves you if you don’t start the process. Remember the McGraw Hill study. A business is never going to stand still it’s either going to grow or shrink. The choice is yours.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I Can't Use National Media Coverage

By Anthony Mora

Synopsis: Don’t limit your PR horizons. Remember, nothing impresses the media more than media. National media establishes you as an expert. Now you're national news and you're in a position to garner local news.

We live in the information age. If you're resourceful and inventive enough, you can come up with an interesting story, hook, or idea that will interest the national media. I know you think that you could never garner national media - your story's simply not exciting enough. But you're wrong; you can interest the national media. No, you're probably thinking that even if you could land some national stories, you have no possible use for national media, so what difference does it make? It would just be a waste of time and money for you. You're based in a little town called Nowhere Ville, USA, so what good would a story that hits all fifty states do you? It's obvious I just don't understand your needs.

Well, let's see. As to your first point, that you don't have a story that could interest the
national media: why not? Why couldn't you generate national interest in your story?
Remember everyone who is quoted in Time magazine, or interviewed on the Today show lives and works in some local town or city. Take a look at all of the possible angles available. What makes your story different, unique? Is there some trend or new breakthrough in your field that affects not only your particular business, but your profession as a whole? Are there other similar types of businesses or professionals that you can help weave into your story to give it a broader appeal? Study all of the possibilities. Give your story a wider, more national scope.

Why would you want to garner any national, if you only have a local business? People aren't going to fly in from around the country to use your plumbing service, or buy insurance from you, or try the newest item on your menu, are they? Maybe, but probably not. So then, is national a waste? Most people will probably tell you so. Most people will tell you to stay local, because that's where your bread and butter is.

So why am I telling you to pitch the national press? Because, as I mentioned earlier, a national story IS a local story, but one that will nationally establish you as an expert in your field. You will be able to put your media credits in your press releases and bios and, most importantly, national media can help drive your local media through the roof.

Let's say that you land a thirty-second quote on CNN. Now what? You move as quickly as possible and let your local media outlets know that you were recently featured on CNN. Heck, that in and of itself is news. Believe me, nothing impresses the media more than media. Now you're national news and you're in a position to garner local news. National media feeds the local media. It takes some thought, work, and persistence, but the rewards can be incredible.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I Know What the Media Wants

Synopsis: No one knows what the media wants because what they want is constantly changing. Don't take for granted you are some kind of media maven. Remember, you're going to succeed by learning how the media thinks, not by assuming you think they know what they want.

The media wants stories, but beyond that, not even the media knows what they want. They are constantly searching, trying out new stories, coming up with new ideas. You have to study the various media outlets, review the different formats, study the types of stories they've run in the past. No one knows what the media wants because what they want is constantly changing. Don't take for granted you are some kind of media maven and that you know more than everyone else does. Remember, you're going to succeed by learning how the media thinks, not by assuming you think they know what they want. You have to prepare, do your homework, study the various media outlets. The bottom line is a good story, but don't assume because you find a story of interest, the media will like it as well. Nine times out of ten, you're going to be wrong. Think like an editor, think like a producer. Once again, work backwards. Look at the particular media you are targeting. Who is the audience? What is the basic age range? Does it appeal to primarily men or women? What type of stories does it generally run? Now
put yourself in the place of the editor or producer - how could you fit a story on your business, product, or talent into the format of that media outlet? What story would work? What would the focus be?

For example, let's say that you are a fashion designer of men's clothing. GQ and Esquire
would be natural media outlets to approach. You would need to come up with a hook that makes you and your designs special, but you know that with a little persistence and creativity you should be able to place a piece in those publications. What about Vogue? Why not? You could pitch a piece on yourself as the new up-and-coming designer who is reshaping the future of men's fashion, or a piece, aimed towards women, on how to dress the man in their life. Let's say you wanted to go to The Wall Street Journal. Okay, pitch a story on dressing for success in the '90s, or an article on the business of fashion, or the inside workings of the fashion industry. Pitch the media according to its needs, not according to yours. Assume that the story you are dead-set on telling isn't all that interesting to anyone besides yourself. Now, be creative, give it a spin. Give it a make-over. Make it newsworthy.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

I'm Not Interesting Enough to be in the Media

By Anthony Mora

Synopsis: Think of your business as a separate entity that deserves respect and caring.
Remember, you are the only you around. No one does what you do quite like you do it. Whether you know it, or even want to believe it, you're an original, you're unique. So start viewing yourself that way.

Sure, the media interviewed you once, but that was just a fluke. You're too bland, too shy, your business is too dull, no one is going to care about anything you have to say. Why should you even bother trying public relations? It'll never work anyway.

I'm sure that there are some businesses that shouldn't utilize public relations. I suppose that if you're in the cloak-and-dagger field, you don't want to broadcast it all over the country. But it’s essential for the majority of people who can utilize the media to build their business, for entrepreneurs who want to start a new company or launch a new product, professionals who want to market their service, physicians who want to increase their practice, or artists who want to showcase their talents. Just about all of us fall into one of those categories. If you do, and you want to utilize the power of effective public relations, stop thinking negatively. Everyone is interesting, every business is interesting, every field has compelling stories to tell. Remember, you are the only you around. No one does what you do quite like you do it. Whether you know it, or even want to believe it, you're an original, you're unique. So start viewing yourself that way.

Think of your business as a separate entity that deserves respect and caring. Start treating
yourself and your business that way, and others will begin to react accordingly. In time, you'll start to internalize that sense of respect and success. You'll start to feel it yourself. I know it's hard, but don't let a poor self image or lack of self-esteem keep you from achieving your dreams. Don't let your fears and doubts stop you. Remember, no matter how confident some people seem, everybody's afraid of not being interesting enough or not being success material. We're all success material. Part of achieving success is working through those doubts and fears.

Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

PRESS RELEASE FOR SPIN TO WIN

For Immediate Release:

Spin to Win:
The #1 Marketing Tool for the 21st Century

Why is media relations the most powerful marketing tool available? Simple. What makes a business successful? Referrals - word of mouth. What if there was a way of magnifying the word of mouth effect? What if, in a matter of days, weeks, or months, you could broadcast your referrals to hundreds, thousands, or possibly millions of people? That is magic. And that's what Spin to Win is all about.

Unlike any other form of marketing, effective media relations can help establish you as an expert in your field and showcase your business, talent, or product, locally, nationally, and internationally. With effective public relations and media placement, you become the news. You are the person who is featured in the local media, the regional talk show, or the national evening news. YOU ARE THE STORY.

Spin to Win: Addresses Such Topics As:

_ The Ten Biggest Media Mistakes
_ The Impact Media Relations Has On The Media
_ Meeting The Media's Needs
_ Unique Media Relations Success Stories
_ Mastering The Art Of Sound Bites
_ The Press Kit Myth
_ How To Avoid The Biggest Media Mistakes

Written by media relations expert, Anthony Mora, (NEW BOOK TITLE) is a one-of-a-kind, step-by-step book on how to define goals and utilize the power of the media to achieve success. The book outlines how anyone can master the power of the media to create success, wealth, and happiness. A former journalist and magazine editor, Anthony, who has been featured on CNN, Fox News as well as in The New York Times and USA Today, started Anthony Mora Communications, Inc. in 1990. His clients have appeared on 60 Minutes, Today and Oprah, as well as in Newsweek, The Wall Street Journal and Vogue and several other media outlets.

Practical and user friendly, Spin to Win can be utilized by heads of major
corporations, small business owners, and entrepreneurs, as well as by victims of downsizing who are starting over.
Copyright © Anthony Mora 2008
For further information visit:
www.AnthonyMora.com

For Further Information Contact:
Anthony Mora Communications, Inc. (332) 874-2933
www.anthonymora.com