Fall is when numerous clients express their desire to prepare for holiday press coverage.
As the year unfolds, businesses and marketers across the globe gear up for the seasonal PR frenzy that accompanies holidays approaching.
Whether it's Thanksgiving, Christmas or Valentines Day ,these occasions offer a golden opportunity to connect with your audience, boost brand visibility, and drive sales.
Understanding Seasonal PR
Seasonal PR involves tailoring your public relations and marketing efforts to align with upcoming holidays, festivities, or events that resonate with your target audience. It's about creating campaigns and content that capture the spirit of the season and connect with the emotions and sentiments associated with these special times of the year.
The Power of Holiday-Themed Campaigns
Seasonal PR campaigns can be incredibly powerful in generating buzz and fostering engagement. By tapping into the holiday spirit, you can create a unique bond with your audience. Consider crafting compelling narratives, designing eye-catching visuals, and developing creative content that resonates with the essence of the holiday.
For example a brand could create a Christmas campaign highlighting the joy of giving and receiving gifts.
Timing Is Crucial
One of the key aspects of seasonal PR is timing. Plan your campaigns well in advance, so you can build anticipation among your audience. Start teasing your holiday-themed promotions, events, or products ahead of time, and gradually intensify your efforts as the holiday draws near.
Personalization and Customer Engagement
Holidays provide an excellent opportunity to personalize your interactions with customers. Send personalized holiday greetings, offer exclusive deals, or host special events to create a sense of belonging and appreciation among your clientele.
Social Media and Content Marketing
Leverage social media and content marketing to amplify your seasonal PR efforts. Create engaging holiday content, including blog posts, videos, and social media updates that resonate with the holiday spirit. Use appropriate hashtags and share user-generated content to foster community engagement.
Building Trust and Authenticity
While it's essential to tap into the holiday fervor, ensure that your seasonal PR efforts remain authentic and aligned with your brand values. Consumers appreciate businesses that embrace the spirit of the holidays genuinely rather than merely capitalizing on them for profit.
Measuring and Analyzing Results
As with any PR campaign, measuring and analyzing the results of your seasonal PR efforts are crucial. Use analytics tools to track engagement, conversion rates, and ROI. This data will help you refine your strategies for future holiday seasons.
Adapting to Different Holidays
Different holidays call for different approaches. While Valentine's Day may focus on love and relationships, Halloween can embrace the spooky and fun. Tailor your campaigns to suit the specific theme and sentiments of each holiday.
In the world of PR and marketing, the holiday season represents a treasure trove of opportunities. By strategically planning your seasonal PR campaigns, embracing the spirit of the holidays, and genuinely connecting with your audience, you can make the most of these special occasions. Whether you're a small business or a large corporation, seasonal PR allows you to create memorable experiences, foster customer loyalty, and drive success during the holidays approaching.
.We secure clients for speaking engagements globally, and many clients find it a lucrative piece of their business. But can you also book yourself?
You can secure your own speaking engagements even if you do not retain a PR agency or speaking agent.
There are a few ways to book yourself for speaking engagements:
How much can you charge for speaking engagements?
The amount you can charge for speaking engagements can vary widely depending on a number of factors, including your level of experience and expertise, the size and location of the event, and the type of audience you will be speaking to. Generally speaking, the more experience and expertise you have, the more you can charge.
Here are a few general ranges to give you an idea:
It's also worth noting that, depending on the type of event, the organizer may pay for your travel and lodging expenses but not for your speaking fee.
It's important to do your own research and see what the going rate is for your industry, and what other speakers with similar experience are charging.
Speak at Colleges and Universities
Colleges and universities can vary widely in terms of the fees they pay for speakers. Some may have a large budget for speakers, while others may have a more limited budget.
Generally speaking, keynote speakers at major universities may be able to command higher fees than speakers at smaller or less prestigious colleges or universities. Some universities may be able to pay several thousands of dollars for a keynote speech, while other universities may only be able to pay a few hundred dollars.
It's also worth noting that some universities may not be able to pay a speaker fee at all, but may offer other forms of compensation, such as covering travel and lodging expenses, or providing an honorarium.
It's also important to consider that some universities may have specific budget constraints and may not be able to pay as high as some other organizations. However, speaking at a university can provide other benefits like gaining exposure, building credibility, and networking opportunities.
It's important to research and find out what the going rate is for speakers at the specific universities you are interested in speaking at, and also negotiate your fee based on your experience and expertise.
Produce a Sizzle Reel
A sizzle reel, also known as a demo reel or demo video, is a short video that showcases a speaker's speaking style, content, and delivery. Having a sizzle reel can be helpful when trying to book a speaking engagement, as it allows potential clients to see and evaluate your speaking style and content before committing to booking you.
However, it's not strictly necessary to have a sizzle reel in order to book speaking engagements. Many speakers book engagements based on their reputation, experience, and expertise alone. Event organizers may be willing to book a speaker based on their credentials, references, and testimonials, without ever having seen a video of the speaker in action.
That being said, having a sizzle reel can be a valuable tool in promoting yourself as a speaker and can help you stand out from other speakers. It allows potential clients to see the type of content you offer, your speaking style, and how you engage with your audience. It can also help to build your brand as a speaker and help to attract more speaking engagements.
In summary, having a sizzle reel can be helpful but is not strictly necessary when booking speaking engagements. It can be a useful tool to help promote yourself as a speaker and attract more speaking engagements, but it's not the only way to book speaking engagements.
A One Page Flyer to use for Pitching Speaking Engagements
A one-pager flyer is a simple, document that you can use to promote yourself as a speaker and pitch speaking engagements. Here are some key elements that you should consider including on your one-pager:
Speaking engagements are a fantastic was to share your expertise, build your brand and additional cash- flow to your business.
Each year, college interns knock on our door for the opportunity to learn about a PR career. I am thrilled to report that over the past few years, many of our interns have embarked in successful PR careers.
For those interested in a possible career in PR, Best Colleges is a fantastic resource.
A career in PR can lead to a fascinating life, meeting all kinds of people in different walks in life. I have had the honor of working with Celebrities, Senators, Ambassador, Start- Ups, Lifestyle brands and well known authors. It is never a dull day in PR!
f you are pursuing coverage in top-tier media outlets such as Forbes and similar publications, without retaining a PR agency below are some basic tips to follow.
3: An important step: Build relationships with Journalists: Building relationships with journalists can make it easier to get you or your business covered by the publication. Follow specific journalists' social media, and comment on their stories.
4: The Pitch! Write a compelling Pitch: Your media pitch should clearly outline what your business is and why it is newsworthy. Make sure to include any relevant statistics or data that will help demonstrate the value of your business. Why you would be of interest to their readers and the value they will gain.
5: Social Media: You should capitalize on social media to promote your story: Use social media to promote your pitch and engage with journalists and influencers. Many journalists we have worked with stated that a vast number of stories they covered, they found on social media.
6: Targeting the right journalist: This is always the first step of our team, research the journalists at the publications who cover businesses like yours and pitch your story directly to them. Targeted outreach offers a greater chance of success, than just compiling or purchasing a media list and sending 1000 pitches.
7: Follow up: After sending your pitch, make sure to follow up with the journalist to ensure they received it and to answer any questions they may have. If that journalist does not respond after your follow-up, move on to a different journalist.
Getting media coverage is highly competitive. If you have a compelling story and strategic plan, the media will cover you! Be persistent and success will happen.
One of the most challenging aspects of PR is the media outreach. As the founder of KBC Media, my team and I have built long-standing relationships with the media. However, with the countless outlets from blogs, digital magazines, print, broadcast and radio, the contacts keep changing. My team and I carefully compose pitches that grab the eye of the media. Whether we have a close contact at the outlet or pitching a new contact, the pitches are carefully crafted. That is the first and most crucial steps towards success.
Below are a few tips you can do to get media outlets to open and read your pitch
Public relations (PR) can be an important tool for startups to raise awareness of their brand, products, or services, and build credibility with customers, investors, and other stakeholders. PR can help startups establish relationships with media outlets, influencers, and other partners, and manage their reputation, especially in times of crisis.
Here are a few specific ways that PR can benefit startups:
Overall, PR can be an effective way for startups to reach and connect with their target audience, build credibility, and manage their reputation. Many new startups initially start with DIY PR, but as soon as there is a budget it is advisable to hire a professional firm, since most have long-standing relationships with the media outlets. so your chances of getting your business 'seen' in the media has a greater chance of success!
Many of our PR clients request our team to not only provide PR services, but to also secure speaking engagements. If you do not have the budget for a PR agency, then here are some DIY tips to book your own speeches.
Promote Your Business
There are always opportunities to book yourself a free speech. Why should you offer a ‘free’ speech? It helps to increased your branding, promote your business, expertise and more. I have spoken to schools, small business and groups to share PR strategies and to promote our agency.
As an example, an attorney might make secure a speech to a group of business persons, free of charge, on legal issues that may be of concern to the small business owner. This one speech could result in obtaining new clients. It could also cause existing clients to purchase additional services, such as incorporations, income tax election filings, incorporations and so much more. If you are a tax accountant or financial expert, book a free speech to a local rotary or retirement club. You have the opportunity to secure new clients and referrals. Health experts could speak to clubs, at gyms and spas to name a few.
Paid Seminars, Workshops and Webinars
You could also charge admission fees to attend a seminar on your expertise from financial, to gardening, estate planning, real estate investment, health and fitness, vegan cooking and so much more.
Sell Information Products
The information presented during a speech or seminar could form the basis for information products such as books, courses, special reports or folios, audios, videos, DVDs, electronic books, and so forth. For example, you could write a book entitled “Easy Low Carb Recipes for Better Health”. Or the tax benefits of an LLC.
Including such products as handouts at your seminar would increase the value for the attendees (which you could charge for). Even if you gave a free speech to a group, you could still receive back-end income from the sale of your information products.
Your information products establish your credibility as an expert, resulting in even more business
Consulting and Other Opportunities
As your reputation as an expert in your specialized field grows, you will become more in demand. Clients may seek you out for lucrative speaking engagements. You may be invited to write magazine articles, consult for large corporations, act as an expert trial witness, become a syndicated columnist as a few examples.
Therefore, whether you are a novice or an experienced public speaker, it pays to increase and utilize your public speaking skills.
However, your public speaking skills will be especially important when producing an audio seminar. Your listeners and viewers will make certain judgments based on your personal appearance, poise, audience contact, use of gestures, enthusiasm, how informative the material is, and many other factors. If you need a little media training, it may be advisable to book a few sessions with a skilled media trainer. That small investment may give you an extensive financial return.
Develop a Powerful Marketing Plan
Your first step is to develop your launch plan, which will be your blueprint to your entire book launch. The launch plan will outline every aspect of the campaign.
Prepare your social media, Facebook, Instagram, Pinterest, Twitter.
We suggest ‘tease’ promo’s a few months prior to the release. Once the book is released, include in your social media all press releases, press stories, broadcast and radio interviews.
Link to Amazon and any outlets online who will be carrying your book.
Create a Media Kit
The basic information you should include in your media kit is:
The author contact Information: Name, website, social accounts.
The cell number and email of your publicist.
Your Book Facts: Author/ Book Website, the release date, book price and where to purchase.
Details & Author Info: Brief author bio, and a short book description or synopsis. (Remember, brevity is key. Your bio and the book synopsis should only be a few sentences each.)
Attention Grabbers: This is where you can get creative and really sell your book! Why do people want to read it? Does it fill a void or respond to a current trend or need? Perhaps you want to include a bulleted list of interviews talking points, or a few article headlines or pitch ideas. At the very least, include a few sentences describing the main reason to buy.
Reviews / Awards: What are people saying about your book? Has it won any awards or gotten positive feedback? The media should know! The review doesn’t have to come from a famous critic or top news outlet – but if you have one, that’s great! – A positive Amazon or Facebook review works perfectly.
Images: One or two high-resolution photos of the book cover and one author headshot.
Media Release / Press Release: Almost all of the above items can be included in a media release or press release. A press release is formal in tone. It is written like a news story and includes information that is more factual than promotional. There are a variety of different ways to organize the above information in a media kit. Some authors make giant media kits filled with every document, pdf, and pictures related to the book. Others include only the nitty-gritty. We recommend organizing the information into 2 PDFs (one fact sheet and one media release) and several images.
A good landing page is crucial for book sales. Your website should include a compelling description of the book, photos, reviews, and information about you as the author. Above all, it should contain all purchasing information and links with a clear “call-to-action” to buy.
Reviews aren’t just important, they are vital. Reviews give books greater visibility and a greater chance of getting found by more readers. They provide social proof that your book is worth buying. Your reviews will go in your media kit, on Amazon, on your website, and more. You’ve probably received positive endorsements from your friends and family,
Remember, the more people that read your book, the more reviews you will get. Send advanced copies of the book to everyone in your close network and ask them to review on Amazon, Facebook, or other social platforms.
Amazon and Facebook reviews are great. But, reviews from trusted news sites or medias authorities. To get your book reviewed or featured by established media outlets, send advance copies of your book and media kit to book critics, bloggers, and review sites.
Get the Word Out – Media Attention
Media attention is the best way to boost sales and get the word out about your book. Our team will work hard to garner extensive media coverage.
A compelling media pitch is key to landing these placements. Your pitch should outline why your story would be a great fit for their show (or magazine, news site, etc) and what their audience would gain from what you have to say. Remember, unless you are reaching out to the media with an explicit request for them to review the book, your pitch can’t sell the book too hard. (Pitches that are too promotional get sent to the sales department to buy ad space.) Instead, your pitch should sell you and your message and they should be customized to fit the outlet/contact that you’re pitching.
The Interview Changes with Covid Will Continue Post Pandemic
Prior to the pandemic, as a publicist, my team and I were busy running to local and national television studios to accompany a client for press tours or one-time interviews. When we secured a press tour, they had to be meticulously designed to hit live or pre-taped interviews back-to-back. As an example, I recall pre-pandemic handling the press tour for Donny Osmond for the launch of his new home line. The day started at 7:30 AM at the Today Show, then we headed to NY Live, then to a syndicated talk show, stop for lunch then taping the Rachel Ray Show.
That was only day one, more media day two then media in Philadelphia to follow.
I have secured and accompanied clients to so many television interviews from LA to DC, to NYC and more cities, I have lost count.
The pandemic hit in 2020 and the he world stopped! Client in-studio interviews were postponed or canceled. For our industry, it was a little confusing on how to proceed with media.
Then Zoom arrived! A few weeks after the lockdown, media began to re-schedule clients who had been canceled. Except, the media wanted the interviews to happen on Zoom. I had a client launching his 4th national book in 2020. For the first time since he became an author, he was not flying to different cities to appear on local shows, he was not on trains meeting media for print interviews. He was sitting in his home office and being interviewed from the comfort of his own home.
As the publicist, we secured the press tour as if it was in the studio, however, no traveling was required.
I must say, the results I do believe we're exactly the same as if he were in the studio. Some clients thrive on in-studio interviews, and as the publicist, it is always exciting to be in a studio of a national show, and meet other guests, the hosts, and the producers. But, to not do non-stop running, was also a nice break.
The positive news is 85% of the local show producers surveyed have stated they will continue to interview via Zoom. There will be that in-studio option, but remote, on-location interviews will continue as a trend I believe for years to come.
This option also allows the booking producers to seek out guests across the country and the globe, without the concern if the guest can travel to their network location. Many producers also feel interviews at home, or the guest's office comes off to the public as very authentic. The viewer can see where this expert works or lives.
For the media, it also saves budgets, as they are not flying experts or celebrities to the interview. The interview guests can complete their interview then go back to their day.
I feel there is a benefit to have this home/ office option. My team and I have begun going back into some studios, but it is very limited. The vast majority are still interviewed remotely.
So, this is our new normal in the media industry. I think it opens more doors to interviews in locations clients would never travel to in the past.
I do look forward to going back to many in-studio interviews, but I do not feel it will ever be as hectic as it was pre-pandemic. Zoom will be in the mix for many years to come.