PR Your Self delves into practices for earning media coverage without a Publicist By Melissa A. Vitale Be sure to check out the other posts in this series: PR Your Self: Social Media is your Bestie & PR Your Self: What's in a Media Kit? If you're a new brand that doesn't quite have the budget for PR yet, it doesn't mean you're unable to achieve your own press placements. In fact, it's usually quite easy for a brand to drum up excitement in the press without a publicist. Because a new brand hasn't been written about before, it's very existence is exciting, new and noteworthy. With an active social media presence, and reading a little bit about your industry, you can find journalists to interact with on instagram and X, formerly Twitter. To make your life easier when speaking with press, having a media kit will move the conversation along because it'll provide all the relevant stats that press look for when considering a brand to feature or an executive to cite in their trend piece. Once you've started partnerships, influencer seeding, marketing campaigns, social media strategy, or even got your first press coverage, you may find other journalists and editors visiting your website to feature you themselves. If that happens, you'll want to have a Press Portal or Page set up. A Press Portal is a dedicated page on your website that is linked to your homepage. Most brands put this beneath and separate from "Contact" or "About Us" in the footer of their website. Many journalists will look for these on websites of brands they want to reach out to, because it shows that you are open to the potential coverage they could provide. Believe it or not, some brands don't want coverage, especially in the nascent stages. Without a press page, some journalists and editors may assume that you are not friendly to press and won't even bother to send you a note even if they're dying to feature you. Press Pages range from simple to elaborate. A basic Press Portal should include a contact email dedicated for press and the top-lines of the brand so journalists can easily reference why your brand is worth a feature or consideration. When you're creating a press portal, you'll want a dedicated email for press that is different than your general "Hello@BrandName.com" customer email. If journalists think their request is going to end in a stuffed inbox that is rarely-monitored, they may not take the time to write the email requesting an interview. Press research hundreds and thousands of brands. They've developed a system to figure out if a brand is open to interviews or coverage before even sending an email. Without a press page or a dedicated email, you could be missing out on press opportunities without realizing it. If you'd like to create a full-service press portal, there are a few additional add-ons that you can feature. If you've already have some press-coverage, including past coverage on your press page can be helpful for journalists hoping to profile the brand without double dipping angles that were already covered. Another helpful feature for journalist and editors is having images available to download in addition to featured on the page to help journalists visualize the assets you have available for publication. Features that always attract journaliss include forms for requesting samples. Ask them for their address, email address, phone number and color, style and size preferences if relevant. Journalists love receiving samples, especially if it's from a brand that hasn't been reviewed yet. A press portal on your website shouldn't take more than a couple hours to set up and the benefits are more than worth it. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html
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By Melissa A. Vitale I barely remember hosting my first family party when I was 17 years-old. However, I do vividly remember my racing heart and constant worry of my anxiety throughout the entire affair. Fast forward to this past holiday season where I seemingly-effortlessly hosted family for Christmas Eve and Day without stress. The big difference? The years of hosting press-events in between. Throughout my career as a publicist, I've arrived nearly-on-time to events hosted by my clients with the promise that everything would be ready upon my arrival; all I had to do was show up. So rarely is this the case for any publicist. I've done everything to unboxing sex furniture unexpectedly delivered from Croatia or booking last-minute talent to cleaning toilets or running across town for last-minute pick-ups of replacements for deliveries that never showed. Over the years, I've gotten wiser and show up early to client-run events prepared for the worst yet hoping for the best, with sleeves rolled up to do anything needed to get ready for the arrival of guests and press list. When hosting my own events--whether personal or professional, though often a combination--I rarely feel stress anymore because I've gotten it down to a science. Be Flexible with your Time-Slots Whether renting a space or hosting in your own home, don't expect anything to be on time, it rarely is. Rather, anticipate windows from when you want to start getting the space ready, when to expect guests arrivals, features throughout the evening and when you want certain foods or cocktails served. Create your schedule sequentially rather than based on a certain time. If you want a panel to start or a course to be served within 45 minutes of guest arrivals, don't set your alarm for 7:45 with a 7:00 start time. Rather, wait for enough guests to arrive to signify half, and then plan from there. Plan your Preparation in Advance Don't think about preparation for the first time the day of an event. Typically a week before an event, I make my schedule for the day of and surrounding the event. If there's tasks I can do far in advance like picking up any decorations or branded material, or creating custom pieces like place cards, food labels, gift tags etc, I schedule those into the four or five days before the event. The day of, I plan for things like when I want the venue to be ready, when I want to be ready, and everything I know I need to do for an event. When I'm hosting in my house, I think of things like when I want to light candles, turn on music. For a venue those can be final lighting, placement of branded materials, bar open etc. If you have childcare to consider, meals to be eaten in between preparing, make sure you're scheduling the required time for those activities. You'll have a lot less stress the day of if you know exactly what you need to do to get through the event without issues. Manage Personalities The more people involved in an event, the better chances there are in delays or last-minute changes. If you're working with a lot of talent, plan for a call-time for each that is earlier than it needs to be and make them aware of it when negotiating the event. If someone is notorious for showing up late, tell them an earlier start time. Don't take chances when you're hosting an event where timeliness is required. Articulate Any and ALL Entrance Instructions When family members come to parties at my dad's house, there's no need for entrance instructions: everyone has been coming through the side door for twenty-plus years. When your hosting an event in a city, there's a possibility for bells to rung, doormen and security to be screened by, stairs to climb, elevators to ride, door codes, intercoms, coatchecks and I really don't need to go on but absolutely could with all the obstacles there are to get into an event in the city. Unless you plan of having signage from the street to the event, include entrance instructions or risk your guests turning away before entering. Use What's On Hand We all have that last-minute alarm that asks us do we have enough of XYZ. From drinks, food or even branded content from some of my client events, I always worry if I have enough. Before I go running to the store for purchases I probably don't need, I look around me. If I need props for a client I go into my office and all the materials of projects passed and stuff whatever I can into a tote bag before I head to the venue. When I'm thinking about cocktails when I'm hosting, I go through my fruit drawer in the fridge and my bar cart for open bottles and mix something from there. I often find creative solutions that make for a fun party story over the drinks table. Always Plan for More Especially for after-work or weekend events that don't require a sit-down place-setting, there's a chance a few of your guests may want to bring someone or someones that they're currently with. Always plan enough refreshments for more people, and if there's too much, your guests are usually happy to help make sure there's no waste. My mother was a legendary hostess, and she always advocated that when hosting, the only thing you should have to do by the time your guests is open a bottle of wine. With thoughtful planning and savvy thinking, event planning whether on behalf of a brand or friends and family, can bring more joy and success than hiccups and stress. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html By Melissa A. Vitale Call outs or call ins can come in many forms: comments, standalone videos, duets, press releases and news stories. I’ve seen accusations thrown at friends and clients ranging from racism, sexual harassment, abuse, addiction, and even more severe federal crimes and varying from real to fabricated. This post is not about determining the validity of accusations and allegations. Neither is this post to belittle the severity of the accusation. Some people and businesses need to be called out or in. The following is a combination of any advice that I’ve advised to the humans behind the brand in these situations. We humans are emotional beings and sometimes our emotions, especially when heightened, can make us react outside of our best interest. When you're a public figure, it's an especially precarious road to navigate. There are ways to circumvent even the truest and worst accusations in a way that is thoughtful both to a company and anyone harmed. The whole of the below advice is not applicable in every instance, as I wouldn’t recommend non-response to something that has seemingly caused harm or has wide exposure like a news-story or viral (1M+ Engagement) social media content. However, if you are in a position that cancelling or accusations can have an impact on your business’ or personal success, I do recommend reading all of the options and fitting what applies best to your current or potentially upcoming situation. Think About Your Mental Health Before whatever response you’re about to take, whether no response or recruiting a crisis publicist, think about where your mood state is after the call out (or in) and do something that will lift you up regardless of how the scenario plays out. Maybe you want to spend some time with family, exercise it out, hermit away. Think of what could shore up your mental health to help you handle this crisis the best way possible. If it looks like a long road ahead, plan something that can help lift your mindset in the long and trying days to come. Take Your Time [...if Possible] An immediate response can devoid the time for consideration of the most successful approach. When we’re first called out, we experience a lot of emotions. We get angry. We internalize. Sometimes you need to separate yourself from the post before responding. If you have time to, maybe it’s not as time critical and widespread, I recommend doing an activity and going about your day until the extent that you momentarily forget about it. Feel free to make a draft of your response before walking away but don’t you dare post it. When you return to your original thoughts after separating yourself, you often find that that your initial response is often more emotionally charged than impactful. Sometimes you require an immediate response and if you are feeling overwhelmed and unsure of the best course of action and potential outcomes, a crisis publicist could help guide. Don't Put Your Hands Up Our instinctual response to criticism is to put our hands up to brace for the attack. When you do that you are blinded by feedback about yourself, leadership style and organization that could be critical. When we put our hands up, we shield the emotional attack without listening to the feedback. Not all criticism should be acted on or even internalized in some cases, however all criticism should be heard as it could help your leadership strategy or brand direction going forward. REFLECT Before dismissing the call out or in as false and malicious, do an internal stock. We should always be listening to victims and if someone was harmed by your actions, you need to understand why, how, when, what etc to be able to create a thoughtful response that isn't a thin bandaid on a gaping wound. If there isn't merit to the accusation (specifically, its provable that the accusation is false: a former employee claiming a company doesn't pay on time with timestamped direct deposits matching and fulfilling the contractual obligation), it's still good to think about "how did this accusation come about? Are there times when this could be true for a new employee? Or maybe a contractor with another service provider? It could help you figure out areas of improvement within your organization or personal actions that will create a smoother operation in the future and prevent the need for factual call outs or ins. Ask for Feedback Internally BEFORE Posting Publicly At the center of a call in or out, you often have an emotionally-charged response that detracts from what is really required as a response. You want to defend yourself, maybe even lash out in return. A trusted friend or colleague can help you discern how your proposed response will be received. If you disagree with their feedback and feel strongly about including the part they suggest you take out, find another person as a tie-break of sorts. If two people disagree with your approach, you may want to take a step back before starting your defense. Sometimes the Best Reaction is No Response Depending on the severity, exposure, platform, and legitimacy of the call out, responding can draw more customer attention than it previously had. If the New York Times accuses you of something with your company (sexual harassment, racism etc) you need to hire a crisis publicist immediately. If however a Twitter account with six (6) followers and no picture is saying you abuse baby kittens in comments on your posts, it probably doesn't warrant a response. Call outs and ins have a place in society and industry to draw attention to problems when action has otherwise been put off or victims are long-ignored. Call outs and ins can also produce powerful results that change culture and benefit many. Personally, however they can be intimidating, stressful, and draining. When managed thoughtfully, the subject of the call out or in can make it through with their reputation, business and social life in tact. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html |
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