Spring Cleaning for Your Brand

    Spring Cleaning for Your Brand

    Every spring, I get an itch to go through my closets and rid myself of clothes that no longer seem to suit me. What begins as a sartorial purging usually expands into a clearing out and cleaning up of my desk drawers, computer desktop and office files. Over the last few years, I’ve expanded this list to include an annual spring-cleaning of my brand. Brands are organic — they grow and change over time. Without a regular review, they can become stale. To give your brand a good dusting off this season, consider the following:

    This is a short excerpt from a blog post I did for Entrepreneur.com. Read the rest of the post.

     

    How to Deal with Negative Online Reviews

    How to Deal with Negative Online Reviews

    True confessions: When I first started blogging about a decade ago, I wrote a post for a top 10 website where I made what I thought was an innocent off-the-wall comment, meant to be (at least in my mind) somewhat humorous. Let me tell you, the barrage of hate email I got scared me to death and almost had me quit my keyboard clacking for good!

    This is a short excerpt from a blog post I did for Entrepreneur.com.  Read the rest of the post.

    Reporter Services Can Be Key To Media Coverage

    Reporter Services Can Be Key To Media Coverage

    In a survey, the Society of New Communications Research, explored how media and journalism are evolving. In the study, journalists reported using more social media in their reporting including:

    • 78% of the journalists surveyed said they use company websites in their reporting
    • 75% use Facebook
    • 69% use Twitter
    • 54% use online video
    • 31% use LinkedIn

    In addition, 68% of journalists said that their reliance on social media has increased significantly, and 58% sometimes quote bloggers in stories.

    So what does all this mean to the small business owner? It means that effective use of social media is key and critical to being found and written about by the press. But to score these PR points and get reporters to respond to you in the first place, it pays to be proactive by signing up for reporter services such as HARO (Help A Reporter Out) and ProfNet.

    At least three times a day, I diligently check my email for queries from these sites showcasing serious reporters looking for qualified sources. I comb through the postings journalists have placed and respond with my best pitch — promoting myself, or one of my clients, as the perfect person to fit the bill.

    While services such as ProfNet and HARO can provide you with the opportunity to connect with reporters from top-tier media outlets, the chances of a writer using you as a source increase when you respond in the right ways, including:

    Go straight to the point and give the reporter what they ask for up front. If they request your two best tips, send them. Don’t tell the reporter to call you or email you for them.

    Make your bio short and specific. Avoid submitting endless paragraphs on all your fabulous achievements since grade school — reporters don’t have the time to sort through it all. To get their attention, write a few short sentences that show the journalist exactly why you would be a good source for their story and what, specifically, makes you an authority on the topic.

    Respond right away. Whenever possible, respond to a posted inquiry within two hours. Yes, I know you’re busy, and you have a life, but most reporters get hundreds of responses to a single request and are usually on a tight deadline. After a certain point, they stop looking. So if you want to be seen, be among the first to respond.

    While a well-written response to a reporter’s query can’t guarantee you a call back every time, just keeping these few small things in mind when you do reply can help you score big more often.

    Have you used reporter services? What results have you had? What has worked best? We would love to hear your comments.