Articles: Anthony Mora Communications

The Six Greatest PR Myths
By Anthony Mora

7/24/10

Synopsis: When it comes to public relations, often what appears to be the obvious decision is the wrong decision. The following are a few of the PR myths that you don't want to fall prey to. There are more than I'm listing here, but the following is a list of the most common mistakes I watch people make, day, after day, after day, after...

When it comes to public relations, often what appears to be the obvious decision is the wrong decision. What makes it especially difficult is that, (as you'll learn once you decide to launch a campaign) everyone thinks that they know all there is to know about publicity. You will be given advice from your neighbors, co-workers, pastors, janitors, clients, patients, relatives - you name it.

I once worked as the editor for a magazine 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, as far as he was concerned 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.

The following are a few of the PR myths that you don't want to fall prey to. There are more than I'm listing here, but the following is a list of the most common mistakes I watch people make, day, after day, after day, after...

1) I CAN'T USE NATIONAL MEDIA

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, 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 Nowhereville, 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.

Regardless of the field you are in, you want to pitch your story in a way where you remove the local or regional barrier. You are pitching a story that will interest the nation as a whole. Brainstorm, come up with different ideas. You'll find some, just give it time. Don't ignore your local angles. Use them for your local media, but remember, you can and should transcend your city boundary lines. From my experience, I've found that it's as easy or as hard (depending on how you want to look at it), to place national media, as it is to land local and regional press.

Now let's look at why you'd want to garner national publicity, 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 publicity 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.

Granted, most people are going to want local media; that's where they live, that's where their business is based, that's where they're going to sell their products, get their clients to sell their service. So, why am I telling you to pitch the national press? Because, a national story will establish you as an expert in your field. You will be able to put your media credits in your 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. You, small-town business person from Nowhereville, USA, were featured on the national news. Heck, that in 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.

If you initially don't land any national interest, don't let that deter or depress you. Keep at it, and remember, the process also works in reverse. Once you receive local publicity, you can use that as ammunition to approach the national media again. If local press is your main priority, that's where your emphasis should be. But don't overlook the national media. It can help establish you as an expert in your field and help you land major local stories.

2) I DON'T WANT TO BE IN THE MEDIA, I JUST WANT TO BE SUCCESSFUL

A lot of people have resistance to doing media. They don't want to do interviews, they don't want to be an "expert," they just want their business to be successful. 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 utilize the magic of the media, and give your business a real chance for success?

An incredible marketing tool is being offered to those who are willing to utilize it. Effective media placement isn't about wanting to be a star or wanting to appear in the media - it's about success. It's about establishing yourself as an expert in your field and zooming beyond your competition. Publicity is a creative, effective, relatively inexpensive, and dynamic way to achieve success. You are not positioning yourself as a "star" or an entertainer, but as an expert in your field. You are establishing yourself as an invaluable resource for the media. You probably don't like to pay the bills, or do the books, or shop for your best suppliers, but you do it because it's part of doing business. It is a part of your bottom line. Media placement should also be an integral part of that equation. You do it because you want to be successful. Period.

v 3) I'M A NATURAL STAR. THEY WILL BE BEATTING DOWN MY DOOR.

I don't want to ruin your self image. But, it might be worth it to take a step back and look at things a bit more realistically. I've seen few stories (that don't involve breaking news, or a celebrity) where the media has beaten a path to a client's door. Remember, although a story, product or service might be near and dear to your heart, chances are you'll have to find a creative, entertaining way to interest the media in covering it. It's going to take time, creativity and persistence. It won't happen in one week, one month, or three months. If you're really interested in creating a powerful brand and reaching your target market via the media, be realistic; understand you're going to have to work to position your story, that it's going to take time, effort, creativity and persistence. But, if done correctly the effort will be worth it.

4) I'M NOT INTERESTING ENOUGH TO DO PR

This is the flip-side of the star mentality. 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 publicity? 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 the majority of people can utilize the media to build their business; 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 publicity, stop thinking negatively. Everyone is interesting, every business is interesting, every field has interesting 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.

Strange as it sounds, sometimes people who protest that they're boring or have nothing to say are some of the most egotistical folks around. You know the kind - they are setting the rest of us up to argue with them and convince them how fascinating and interesting they really are. Then there are those who, due to a real lack of self-esteem, honestly believe they're duller than dull and that no one on earth would want to hear about who they are or what they do.

If you belong to the first camp, stop playing that game, you're irritating everyone around you and in the long run, you're only hurting yourself. If you belong in the latter camp, you are mistaken - you are interesting. If you want to succeed, break through your negative self-image. It's important to start moving forward. Even if you don't believe that you're interesting or have an absorbing story to tell, start acting like you do. Take a deep breath, take some baby steps, and start pushing yourself out there. Action is remarkably powerful. If you take action, if you start treating yourself and presenting yourself as though you are worthy of success, success will start to come to you. You then start to see the truth and start to believe it. Don't wait until you feel important or successful.

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.

Sometimes it works to give yourself some distance from the situation. Stand outside yourself. Hire yourself to represent your business. Become your business's publicity person. Try to view it objectively. How would you see you if you weren't you, if you weren't stuck inside of you with all of your doubts and fears? How would you approach it? What would you do? What advice would you give? Be creative. 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.

5) I TRIED PR; IT DIDIN'T WORK

Your best quotes were cut from your story. You didn't like the way you looked. They forgot to mention where you're located. They gave the story a negative slant - and you're not going to stand for it! You're going to call that editor or segment producer and give him or her a piece of your mind. Wonderful. There's a word for what you're about to do - suicide. Never, ever, ever call and complain because you didn't like the way a story came out. If information, date, time, etc., was reported incorrectly, you can politely call to set the record straight, but if you weren't given the amount of time you felt you warranted, if you weren't made the star, if other people were given more prominence than you, or even if you ended up being cut out of the article or segment altogether - those are the breaks. Use whatever coverage you do get to get a better piece next time. You're going to run into these situations. I guarantee it. So come to terms with it now.

Realize that either you just didn't quite fit the piece (this happens sometimes) or your quotes didn't quite make it. Do some homework and give them a better interview next time. Make it a learning experience. But never, ever, call the media to complain that you weren't given enough space or enough time. There will be promises made that won't be kept. Stories will be killed (not used). Everything that you can imagine will happen. They're all learning experiences, and you go into the game knowing that. But also realize that if you stick to it, each step is a step closer to your ultimate goal. That article that only had a one-sentence quote, can help garner you a larger piece, which can lead to a TV segment, etc.

6) THE GRAND SLAM

One of the primary reasons people become so angry and bitter with publicity is because of what I call the grand slam mentality. Too many people believe that the next TV interview or magazine article is going to be it. It's going to change their lives. That one story will turn it all around. All of their problems will be over. Millions will pour in, they'll be able to move to the Bahamas and retire. Well, it doesn't happen that way. So, you'd best come back to earth with the rest of us. You are doing publicity, not playing the lottery. I have had clients who have called, furious that their appearance on a national talk show or in a national magazine did not result in thousands of calls. One particular client was especially disappointed when her national TV spot only resulted in a couple of hundred calls in two days. Personally I thought a couple hundred calls from one segment, was great. Even though those calls paid for my service many times over, they did not fulfill her grand slam expectations. It was not the super jackpot, overnight, life-altering event she had hoped for.

Then again, rare as they are, grand slams do happen. Keep in mind, there is the other side of the coin. Sometimes you hit a home run when you least expect it. Be prepared. There are times when what you think will be a small piece will turn into a major article or TV segment. So, even though you don't spend your time dreaming of hitting a grand slam, you had better prepare for it if you hit one.

Not long ago I worked with a small, struggling company that barely made enough to stay afloat. We were able to place what turned out to be a seven-minute segment on their product on a national TV program. The segment was perfect. We couldn't have done a better job of presenting the product in a positive light. Well, the piece struck a cord. It hit, and hit big. Calls poured in from all over the country. The demand was overwhelming, so much so that their phone lines blew. As far as we can figure, they received close to half a million calls in a little over a week. But they weren't prepared. The company that handled their telemarketing was not equipped to handle the amount of calls that came in, the company itself did not have enough product in stock to fulfill the demand, their supplier had a slow turn-around time, and, unbeknownst to me, they had not secured a merchant account and were unable to accept credit card orders over the phone. Eventually they were able to secure a merchant account and fulfill some of the orders. Here was an incredible media success story that was not utilized. They were not prepared to capitalize on what could have been a grand slam.

The moral is, you never know how powerful your PR campaign can be unless you do it correctly, use the media that comes your way and give the campaign time to build. Not every article or segment is going to be a grand slam. Use that one quote, or that one sentence, or whatever you come away with, in your releases, and bios. Use what you can and keep moving forward. That one quote can lead to a feature story, which can lead to a TV segment. That one small quote can be the seed that grows into an amazing success story - yours!

Copyright © Anthony Mora 2010

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www.AnthonyMora.com

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