How to leverage your media publicity placements to optimize potential.
I think one of the most asked questions I hear from authors and experts is “how do I make the most of my publicity and media placements?” The first thing I say to them is to think of media placements as “assets, that is, media assets.” An asset is a benefit, an advantage, a strength that can expand into offering you more value (more ROI) in many ways. These assets can be applied in your marketing strategy to empower your success. Publicity provides tremendous value in and of itself, but the benefits of publicity do not stop at just getting the media placements. Your media and publicity can continue to work for you throughout your entire career. With my clients, I share the leveraging strategies on how they can get the most out of their publicity investment. I do this so my clients can experience the most success possible, as that is my goal for them.
Time to apply the wheel strategy to leveraging your PR assets.
Like the book marketing wheel we have talked about for so many years that helps guide authors on how to create a strong marketing plan to expand their power, presence and influence, we now talk about the leveraging wheel. This wheel will help you achieve more success as you can expand your reach into your community and target market. Building the leveraging wheel is easy and fun. If one of the spokes is causing you angst, just hire it out to a specialist or even leave it alone on the back burner for now. Do what you can right away so you can get this powerful leveraging wheel rolling!
The publicity leveraging wheel is a metaphor for strength, power, success and certainty.
We have always used the wheel analogy as it creates just the right visual to demonstrate the strategy under discussion. Picture a wheel. A bicycle wheel. And in that wheel there are a lot of spokes. The spokes strengthen the wheel. Imagine trying to ride a bike on wheels with no spokes. No power. They could crumble right beneath you. The spokes are power. Each spoke represents an element of power meant to support your optimal growth and success.
You can customize your publicity, marketing and asset wheel with as many spokes as you want.
We will talk about these spokes in future posts of course, but the one spoke we will talk about today leveraging your media via the use of social media platforms.
Share your publicity media placements all over your social media.
YES! Use all of the social platforms available to talk about your publicity placements. The more you practice sharing the more you will develop your own voice and style that won’t seem like bragging or sound too promotional. You will learn how to post in a way that helps people and is interesting to them. This in turn builds buzz and respect around your brand.
The focus of some of your social sharing will be the content of the media placement. Perhaps the content comes from the blog post or article that you wrote that was published in a major online, big brand media site. When sharing you can answer these questions to build content for the social media share.
- What are the benefits to the reader of your being in the media?
- What are the key takeaways that you shared in your article or post?
- If you could identify the one most powerful or useful point you made in the post or article what would it be?
Your social media community will LOVE this approach as you can help them be better in their lives, careers and all their endeavors. Build your post around some of these ideas and mention they came from your big brand media placement and of course, link to the article. Impressive!
I like to avoid the ‘look at me’ style of marketing. I like my community to realize from my content just what kind of person and what kind of publicist I am.
Examples of optimizing your media and publicity coverage.
For example, getting booked on a radio talk show can be leveraged into many more social media posts. You can post about getting booked on the show. If the show streams online you can link to the site shortly before your radio show is scheduled to begin. You can share what you talked about or the most interesting question you were asked during the interview.
MORE! You can share the actual radio recording and/or logo of the radio show on your website, on your media page including on a blog post that you create for your site. You can think of your radio interview as being able to provide a lot of new content and numerous points of social sharing. This, in turn, helps you get even more exposure as you are leveraging one medium, a traditional radio talk show appearance into another medium, a social media platform.
Leveraging publicity to social media empowers your online visibility and has SEO power.
The more you link out to other meaningful sources, the more socially relevant you are to the search engines. When you share on social media, include a link back to your site. Search engines notice and you will earn points for linking back to your site via the high ranking social platforms. Linking shows you are actively creating community and encouraging the sharing of ideas.
Social sharing ideas for leveraging your publicity.
Keep in mind that sharing via social is a great way to get the most out of your publicity investment. One rule of thumb is that in repurposing content, you are not just selling, selling, selling with each post. While writing in a content rich style but including a short mention of the media placement, you are primarily sharing valuable and meaningful content.
YOU as a resource.
Be a resource to your community. Although many are embracing this line of thinking you should actual BE THIS LINE OF THINKING. Just post authentically. You can market as much as you want but avoid thinking about how many clients you can get, and instead think about how much useful knowledge you can post. You help your followers and at the same time showcase your expertise.
Use your book publicity to move your business model forward.
Your book is an asset and can be a powerful marketing addition for your overall business success strategy. The thing to learn is how to position your book as an asset that earns a return on investment for your business.
Today, we talked about using the social sites as one spoke in the leveraging wheel.
We talked about sharing content that is meaningful and valuable to everyone. Just be a good source – a good person. Once you develop an eye towards sincere sharing, you will be able to soon notice the difference between “I want to pick your pocket” marketing and “all heart marketing.” Annie is the creator of the concept of ‘all heart marketing’, publicity, promotion and PR strategies. Just be real. Be sincere.
Annie Jennings of the National PR Firm, Annie Jennings PR, is a highly respected and accomplished National Publicist who creates meaningful and valuable publicity strategies that help her clients be heard in the world. Annie Jennings PR is America’s hottest PR company. Annie Jennings PR stands for authors. It is our firm’s goal for every author to be heard and get their chance at the brass ring.
Authors and experts say Annie Jennings PR has helped them share their messages, helping people all over the world, assisting them to live their dreams of being a successful author. Annie helps her clients create their highest level of achievement in the media.
Annie Jennings PR has produced thousands of successful media campaigns. Annie offers her famous #1 radio talk show interview campaign that includes unlimited media training, a performance guarantee and bookings on the major, high-impact, high-listenership radio shows that include the nationally syndicated networks that help share your message coast to coast.
It’s all the rage! Performance publicity programs are offered for TV bookings, prestigious print and influential online media placements. For the right author or expert, this style of PR is very advantageous. Talk to Annie to see if performance media can work for you.
Annie Jennings has been a featured guest at speaking events for The Harvard Club, NYU’s Publishing Program, the American Society Of Journalists & Authors, and more. She is a sought after PR expert featured in Inc. Magazine, Entrepreneur Magazine, US Weekly, TheStreet.com, AOL.com and Yahoo.com.