So let’s get relevant… and talk about the real issue at hand: visibility.

A business can’t survive without visibility. And whether you want to call it PR, publicity, social media… all roads lead to folks finding you and ultimately buying from you.

That might come from a press release, it might come from a video, it might come from Tweets. Being too picky about how you get visibility for your business is one of the ways to lose relevance in the marketplace.

Hello Titans!

I’ve been invited to share my perspectives on this topic at Cal State Fullerton’s Comm Week, an annual university-wide event that explores the impact communications plays in our daily lives.

Rather than print out a handout (who knows where that will end up) or circulate my business card (I’m not sure I even have business cards left… in my circles I rarely get asked for one, it’s so much easier to “Like” me on Facebook), I’ve created this blog post for people to get links to things I mention plus leave comments.

Talking Point: My Flea Market Roots

Chances are I’m going to allude to my Flea Market roots at some point in this talk. I wouldn’t be the person I am today without this amazing upbringing in a colorful business. The flea market was ground zero for innovative, seat of the pants PR and marketing.

Talking Point: Control Freaks Take Heed

Social media is a scary place to promote your business because everyone has a voice… and you can’t always censor that voice. So the concept of showcasing happy shiny people using your product or service goes out the window. That’s not to say there aren’t happy shiny people out there… you just can’t manufacture the happiness or the shiny luster.

Case study: Starbuck

Related story: Starbucks going to Hash-Tag Hell in 2009.

Talking Point: Social Media as the Testing Ground for New Innovations in How We Communicate About Businesses

Social media has also proven to be a testing ground for new innovations. The rules were tossed out when the first status update entered history… and in doing so, businesses had to learn on their feet.

Case study: Skittles

Related story:  Skittles campaign that either hit the mark or missed it terribly.

Talking Point: What If Someone Smears Me?

These issues of control are perhaps the biggest ones that worry businesses. “What if someone gives me a bad review on Yelp?”

Welll…. what if they do? Yelp is pretty adamant about its free speech policy and encourages businesses to openly engage with dissatisfied customers on its very public forum. It takes emotional intelligence and intestinal fortitude to truly embrace social media for business.

Look for a post on that in the near future.

I’d love your comments, feedback, or ideas for a follow up story to this. Whatcha thinkin’??? Post your comment below and be sure to share this on Facebook, Twitter, etc. (Use the share buttons)

Visibility trainwreck, Charlie Sheen

Is there really no such thing as bad publicity?

Charlie Sheen is the poster child for visibility run amuck, getting lots of time in the spotlight for being strange, unpredictable, and bizarre.

He’s getting plenty of visibility and publicity, that’s for sure… but how much value can you place in trainwreck style visibility?

There is a certain fascination with watching someone like him up close… if he weren’t rich and famous, I seriously doubt we’d be so interested in this.

I posed a question on Twitter asking what advice you’d give Charlie Sheen. Many of you reading this blog are personal development professionals and a pretty level-headed bunch as a whole. Watch this clip of him on ABC’s 20/20 show and share your comments below.

Click here to view the embedded video.

Imagine you’re the celebrity expert called in for commentary. What would you say? What would be your strategy to help him?

by Nancy Juetten, Guest Blogger

Nancy Juetten, Guest Blogger and Author of Bye Bye Boring Bio

Not every business owner has the interest or inclination to get interviewed by the media, become a popular public speaker, or step into that dream of becoming a best-selling author. However, it is a universal need among business owners to position themselves to attract more of the right clients right now. Those who want to stand out and shine as they attract more clients need to say who they are, the mission they are on, the results they bring about, and why it matters in compelling terms that capture attention straight away. That means using your bio as a tool to attract exactly what you seek in terms that actually compel prospects into action.

For example, if you were seeking a personal fitness trainer, which of these two descriptions would compel you to lean in and engage?

A. I am a personal fitness trainer who serves 50-something rich people who reside on Mercer Island who want to get in better shape now.

B. I am a Jewish mother with a PhD who is also a fitness maven on a mission to get 50-somethings off the couch and taking the stairs with a smile because they look to the second half of life as the best half of life.

As for me, I’d choose B. because the message is steeped in authenticity, wow, and the promise of great possibilities that really resonate in a compelling, emotional way. And it all happens with one line of text.

The fact is, everyone’s business bio can be made better to showcase more authenticity, better messaging, and delicious benefits that really resonate with their target market. Best of all, a better bio can invite more of the right opportunities to reflect well in the balance sheet. Like all things — including exercise — it’s a matter of getting into action and selecting well chosen words that deliver the goods.

As you ponder those words, consider these marketplace realities:

1) There are 27 million independent business professionals trying to make a go of it beyond the scope of “cubicle nation.” Some have exited voluntarily, and some choose never to return or can’t find their way back in. These people have to make their way in the world somehow, and that means it is essential to differentiate and stand apart quickly in an online search. Blah, blah, blah and boring messages don’t get the job done.

2) There are many people who need to invite additional streams of income beyond traditional employment to make ends meet in this demanding economy in which many states are still reporting double digit unemployment. What potential clients find out about them in a quick Google search can mean the difference between getting a call to get into action or sitting indefinitely for calls that never come in. Conduct a “Google” search for your name, your company name, and the key words for which you want to be known as the expert. If the search reveals a disconnect, consider that your wake up call to take inspired action to change that for the better.

3) Speakers who want more paid speaking engagements can invite plenty more of them and the compensation that goes with them, provided they lead with a provocative, timely headline and describe their message points in ways that get meeting planners to say “YES” right away. Those who ramble in broad generalities are often disappointed by their results, whereas those who describe the value they bring in bold terms often welcome the compensation.

4) In today’s economy that the Wall Street Journal has called “the age of going solo,” decision makers recognize that they are doing business first and foremost with PEOPLE as opposed to COMPANIES. People want to know about that energy healer, financial planner, or business coach before putting their money on the line to benefit from their unique ways of serving clients. How quickly a consultant, expert, author, or media personality can get to the “like, trust, and respect” place has a direct impact over how much influence they can command and how much money they can make. A well crafted bio that makes clear the stunning results, sassy sound bites, succinct stories, and relevant social information that guides ideal clients to get there faster can bring plenty more qualified sales opportunities than leading with an old school bio that reads like yesterday’s news.

5) There are a great many people who struggle GREATLY with talking about themselves. For those who want to get seen, heard, celebrated and ultimately COMPEN$ATED, this is a huge problem. Those who are willing to articulate the value they bring for their ideal clients in terms that resonate and are sufficiently compelling to invite prospects to become paying clients can advance along their path to revenue generation a whole lot faster than those who don’t or won’t. It’s an exercise well worth the effort, as you’ll soon find out when you plug in these lessons to your expert advantage to scoop up the marketplace opportunities that await.

To learn more about getting your bio in great shape to attract clients, speaking gigs, and media opportunities, sign up for the Main Street Media Savvy ezine at www.mainstreetmediasavvy.com and receive a taste of that the newly released 2nd edition of Bye-Bye Boring Bio has to offer as your gift. Get in touch with Nancy at nancy@nsjmktg.com or by phone at 425-641-5214.

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Editor’s Note:

I’ve recommended Nancy Juetten’s “Bye Bye Boring Bio” since I first read it. It’s well written, easy to follow and has great examples of how a sizzling bio can be a lure for opportunities. Click on the image below for more info.

Image courtesy of www.AsSeenOnTV.com

In  2005, the Orange County Register (circulation 300,000) did a full length feature on me, complete with color photos and lots of great client comments. It was a publicity dream come true.

As soon as that article published, my phone rang off the hook. Editors and producers started calling me with interview requests and I was enjoying the most amazing wave of visibility ever.

Not every invitation was an ideal match for my business. The audiences weren’t always a good match and one or two of the appearances were kind of schlocky. Also,  my biggest fish was the largest Spanish language network in the US, but I don’t do any of my work in Spanish. So even if I got clients from that appearance, I wouldn’t feel confident serving them in their language.

Dancing backwards in high heels, no easy task!!

Was this all a bust? A waste of  time getting myself all dolled up with camera ready make up for a 5:15 am 3 minute segment half way across L.A.? (And I did this in Spanish nonetheless… for me, I can barely speak English at 5am, let alone Spanish. File this under the “dancing backwards in high heels” category)

None of it was a bust and every bleary eyed moment was worth it.

You can leverage any media appearance to your advantage. Here’s how:

1. Say YES

If you’ve never done traditional media before (TV, radio, print), then say YES even if you have to stretch your expertise around less than ideal topics. My first major TV spot was talking about mid-life crisis. That’s not my specialty, but they wanted someone good on camera, able to encapsulate 3 tips for women in midlife,  and I promised them I’d deliver. (And yes, I did a great job and my Spanish passed the test!)

This is like working in the mailroom to get a foot in the door of a dream company. It’s kissing babies on the campaign trail. It’s paying your dues. What they want is a person who can fill a 3 minute segment. What you want is experience. See the win-win here? Suit up, show up and give it your best.

2. Add “As Seen On TV” to Your Profile

Once you’ve been featured somewhere, let the world know it. On your media page or on your website, list the names or logos of the media outlets you’ve appeared in.

Don’t add in The Wall Street Journal if all you did was write a letter to the editor and it got published… this is for any time your expertise was featured as a quote, a sidebar, or a full on interview.

You are doing this for credibility and to increase your perceived value. If you’ve been featured in the media it’s impressive and your audience deserves to know they’re working with a sought after pro.

3. Stay Connected to ALL Your Contacts

Media is pretty volatile and chances are the contact you made at a TV station may or may not be there in 6 months. Let’s say Carmen was the producer of the show when you first were invited to appear. You and Carmen hit it off beautifully. But after a few months, you learn that Carmen has moved on. Don’t lose touch with her! She’s advancing in her career and can continue to open doors for you. Also, be sure to find Carmen’s replacement and introduce yourself as a resource.

This is how you grow your network and become peas in a pod with your media chums.

Where do you go from here?

Traditional media is in transition as many print formats go entirely online. You can still toot your horn if you’re featured on a prominent website, so these tips apply whether you’re online or offline.

Going on a podcast that no one listens to isn’t really building your credibility. But going on a podcast with hundreds of thousands of subscribers is worthy of sharing.

The most important thing? Be smart, leverage, and let your visibility grow with each opportunity.

I’d love your thoughts or comments on this. What are YOU doing right now to get media savvy and get known?

She does this every year on March 7 and it gets better and better each time.

This year she’s got 16 gifts valued over $5500 from some super cool experts including Sandra Martini (another regular guest blogger here!), Lisa Manyon (fun and inspired marketing messages ), Felicia Slattery (public speaking pro extraordinaire), Michele PW (look no further for amazing copywriting) and others.

Shannon is one of the top voices in publicity with a specialty in low cost, high impact strategies. If you read this blog, you’re probably already a fan of hers!

Here’s all you need to do:

Go to www.BeHeardDay.com and learn how to access the gifts she’s put together for today.

I just downloaded my gifts and they rock.

If you need to get media coverage to boost your business, there’s no question that you need a press release. Reporters expect and require one to get their attention. But, before you can compose a news release, you need something far more rudimentary.

A story.

Some news stories are obvious: When you’ve accomplished something big, received an award or honor or are launching a new product, program or service.

Yet, those stories are rare for most business owners. So how do you get media coverage the remainder of the time, when little is occurring in your business?

To get the visibility, you need to come up with your own stories. Some of the story ideas journalists consistently cover include:

1. Tie it into a charity. Hold a fundraiser, make a donation for each sale of a particular item, sponsor someone who’s doing something unusual for charity, or create a product specifically to sell as a fundraiser. Charity tie-ins are a staple of the news business. Be creative, try to find a charity that relates to your business.

2. Create a ‘thon’. The media loves marathon events. Thing about the media coverage that happens when there’s an event when people have to do something crazy to win: Like having to all dance to Elmo’s song continuously  to win the latest Elmo doll? Or how about when a radio DJ sleeps in a billboard until the local sports team wins a game? The wackier the better, and a charity tie-in is always good addition.

3. Don’t forget the kids. Kids and puppies not only appeal to most people, but to journalists as well. Bring kids on board to help you make decisions for the day.(This is a standard toy company tactic; they ‘hire’ some kids as consultants to help pick next year’s toys). Have area youth design the window layout of your store or paint a mural on the side of the building. Hold a contest where youth to help design a webpage or contribute to your ezine.

4. Be a record breaker.  What kind of event can you assemble that features the most people ever doing something? Every year in Seattle, organizers try to break their own record for the most guitarists playing ‘Louie, Louie’ at one time. Every year, the media gleefully covers the event. Then there’s the world’s largest hugging event. That got national and international coverage as well. Think about what you can do? The world’s biggest game of charades? The biggest dog walk? Maybe a web site featuring the world’s longest poem, with visitors asked to contribute a verse?

5. Get celebrity status with a celebrity naming. In 1993, the citizens of Steamboat Springs, Colorado held a vote and officially renamed a local bridge ‘The James Brown Soul Center of the Universe Bridge’. The Godfather of Soul himself showed up at the naming ceremony The result: organizers got a ton of media coverage.

6. Choose a holiday and celebrate. Think of original ways to celebrate holidays – and not just the typical ones. Share pointers with the media on National Fraud Awareness Day. Have a hot dog eating contest for employees on National Hot Dog Day. Find a holiday that can relate to your business, and show why you’re joining in to get media coverage.

About the Author:

Shannon Cherry is known as The Power Publicist. She helps small business owners, coaches, consultants and entrepreneurs create a powerful presence using low-cost, high impact publicity methods. Learn more about how to write press releases and get publicity with the Be Heard! free publicity power pack at http://www.beheardsolutions.com

Are you looking for an easy and free tool to help you get publicity for your business?

One free resource which makes it easier for business owners and public relations professionals to manage their visibility is the useful Google News Alert.

Google News, a place where you can go to read the news of the day, has an additional feature, called News Alerts. The news is emailed to you when you choose: On a daily, hourly or as-it-happens basis.

Many use it to  receive entertainment, news events and topics of personal interest. Savvy business owners also use these alerts to make sure they are aware of developments in their own industries.

But did you know this idea is exactly how Google News can help you start getting exposure?

Set alerts for topics which relate to your industry and the products and services that your company deals in. (Don’t forget to set alerts for your own business; it would be a shame to be covered somewhere and not even know it.)

This will help you know what your competitors and your industry is up to. After all, if you hope to keep up with (or better yet, ahead) of your competitors, you need to understand what they’re doing so you can either follow suit or start thinking a few moves ahead to outmaneuver them.

Also, being current with how your industry or your products and services are being covered in the media allows you to get out in front of issues as they develop and better yet, gives you an inkling of when to pitch an idea to the media.

If you see a trend happening your industry, it’s time to get in touch with journalists to inform them what else is going on in the field, respond to news stories and receive some extremely valuable visibility by offering yourself as an expert source.

Following trends to pitch to the media is only one way Google News Alerts can help your publicity.

By following coverage of your organization allows you to add links on your website or blog to this coverage, effectively increasing your online press room’s resources. Showing off your media coverage will add credibility to you and your products or services. And you can increase on this publicity by featuring the coverage on the front page of your website, in a blog post, or urging people who follow you on Twitter and other social media sites to have a look.

Finally, there is another, very helpful benefit you can get by following Google News alerts for your business, your industry and the products or services you offer.

When you see a journalist covering topics related to your organization, add them to your list of media professionals contacts. When you have your own news to offer, you now have additional media outlets to send it to, knowing they already do news on your topic. (If you don’t have a media professionals contact list, now is the time to start creating one.)

Half the battle of getting free publicity through media coverage is knowing who to tell your story to. If a journalist covers your industry, they’ll more than likely be interested when you have some news of your own to share with the world.

About the Author:

Shannon Cherry is known as The Power Publicist. She helps small business owners, coaches, consultants and entrepreneurs create a powerful presence using low-cost, high impact publicity methods. Learn more about how to create your own publicity plan with the free audio webcast at http://www.easypublicityplan.com