Friday, September 20, 2013

Webinar Recap—Publicity: Boost Your Profile!

This Wednesday, publicist and media strategist Carrol Van Stone shared some tips and tricks for using media coverage to boost your company’s profile in her Ticket Summit® Plus webinar! Van Stone works to position small business brands for media coverage to have a dramatic influence on awareness and growth. Her work with a ticketing industry company has led to profiles in Forbes and regular appearances on Fox News Live, Yahoo Post Game, and ESPN Radio.

In the webinar, Van Stone said it is important to know how you WON’T get publicity. She has a few hard and fast rules: never call the media to say how great you are, never read the company brochure to a reporter, and never ask why they have quoted your competitor and not you. Remember that reporters and editors work for their company, not yours. Your mention or quote will be the result of your assistance to them, not theirs to you.

You can keep a PR representative on retainer, Van Stone suggested, or you can have a pay per placement arrangement. However, you should never expect any media coverage guarantees. Van Stone offered the old adage: “Advertising is what you pay for, media coverage is what you pray for.” Instead, Van Stone recommends gauging the media efforts of the PR rep you are working with.

Van Stone also discussed unusual or underused methods of boosting your company profile, such as paid editorial or op-ed pieces. Paid editorial will guarantee your coverage, but might be obvious to viewers/readers that you have paid for the opportunity. Op-Ed pieces and letters to the editor can provide extra coverage, but must cover timely and relevant topics.

Be sure to follow Van Stone on Twitter at @VanStonePublic for more tips! The Fall 2013 Ticket Summit® Plus webinar series continues on Wed., October 23 at 1 PM ET with How to Prevent Online Fraud. Register now for FREE!

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