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The Ultimate Guide to Getting Booked on Oprah

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Achieve Success with Your PR Campaign Publicity Campaign

  • Have you done your own publicity and seen small success?

  • Wished that you could begin a publicity campaign but are unsure if it will really help?

  • Are you disappointed with your publicity firm?

  • Tired of not getting what you hoped for with your publicity tactics? 

  • Have you hired a big name PR company but gotten little results?

Unfortunately, you’re not the only one looking for a publicity solution.

Publicity - Inside the NewsLike many people you probably had high publicity hopes when you got started. You dreamed of being on Good Morning America, The Today Show, CNN, MSNBC, or even Oprah. Then...nothing. Or maybe you got booked on a few local radio and TV shows or were quoted in an article in your daily paper. Sigh.

Many people have discovered that public relations (PR) isn’t what they hoped. They not only didn’t get the public attention they believe they deserved, they spent thousands of dollars and it didn’t boost in their business, raise their profile, or allow them to charge more for their services or for speaking.

I know you might not like to hear this, but part of it could be your fault. I’m not blaming you, of course. I’m sure that you worked hard and thought you did all the right publicity tactics. But there are often several missing elements when a PR campaign makes a dribble instead of a splash.

The first thing is to set your publicity expectations properly. Public relations takes time. It’s a triathlon not a sprint.

Of course sometimes things happen fast, but most of the time it’s a building process that gains momentum over time. People who are successful in a big way understand this. They do PR not just for one or two years, but for ten or twenty.

Now, I’m not saying you must be in it for the long haul, but the kind of commitment and dedication necessary to be at the level to garner national media exposure regularly takes expertise, polish, stamina, along with constant dedication and creativity. Oh, and did I mention that you need to be able to reinvent yourself regularly?

A common complaint I hear is that public relations is frustrating because there are no guarantees. That’s true, unless you go the pay for placement route and pay $5000 and up per spot for secured publicity placements. And, let’s face it, if that does happen and then there is still no effect on your business’ bottom line, will you be truly happy? I suspect not.

Stand Out in a Crowded WorldWhat most people don’t realize is that the PR firm isn’t to blame when your public relations doesn’t take. That’s when your skill and talent come in. You need to be prepared for free publicity. And that means being entertaining, knowledgeable, likeable, credible, mediagenic and able to promote your product, service or cause—without appearing to do so.

That’s where media coaching is invaluable. If you’re branded properly at the start, and have your messaging or talking points down and can deliver them under any circumstances, then you have the makings of a PR star. If not, all the publicity in the world isn’t going to help you.

So what does this all mean to you?

It means that you need to be the message you want to give the world in order to make the kind of public relations impact you’re expecting.

How Do You Insure That I’m Media Ready?

We make sure that your brand (and the brand of your entire team and/or company) is consistent, convincing and appealing. Without a clear brand you won’t stand out among the thousands of other experts the media can choose. By developing a distinct brand you will be in a superior position.

We work with you until you’re the kind of guest the media love. When we present you to the media our reputation is on the line as much as yours. If you’re not excellent the media won’t be so anxious to take our call the next time.

So, the first thing we do is to help uncover your key messages, the central issues you can discuss, your distinct position in your industry, the idiosyncrasies that could be strengths, the idiosyncrasies that could be detrimental to your image, and the unusual skills and abilities that help you stand out in a crowded world.

Next we media coach you to prepare you for print and local radio and TV shows. We ensure that everything that you do, say and are is in complete alignment with whatever you’re promoting.

Once you get some experience at that level you get more intensive media coaching for national print, radio and TV. Lastly, you get ongoing coaching for the specific media outlets on a case by case basis so your message is tight and tailored for each publication or show. You’ll be prepared to handle any kind of interview (or surprise) that comes with being an in-demand media guest.

How Do You Get Us in Front of the Media?

We set you up on a program that quickly builds a public relations momentum. Whether you’re an experienced media guest, a novice or anywhere in between, we create a program that’s right for you. Typically the time frame is as follows and varies depending on your readiness and the stories driving the news.

Short-Term PR for a Product, Project or Book Launch

While we recommend that you consider public relations a long-term process that you integrate into your life and business, we understand that there are times when a short, intense, mini-campaign is called for.

Click here if you’re on a tight budget or time-frame. We'll create a campaign to suit your exact needs in a cost effective, timely manner.

What Do You Expect From Us?

We expect you to be prepared for every media opportunity that is presented to you or your team with a willingness to do whatever it takes to make it go smoothly and well. That can mean anything from jumping on a plane in an hour, stepping in for a cancelled guest, or maintaining your aplomb with a boorish host.

We want to be able to count on your for an upbeat attitude and unfailing professionalism. While we will come up with angles and ideas, the ideal client will have ideas of his own and stay on top of the news in the event that there is a tie-in. You trust us to do our job and we trust you to do yours.

Do You Guarantee Media Placements?

We all know that no one can guarantee media placements in the PR world. And if anyone does, beware. But there is one thing that we can guarantee and it’s that the media outlets you want will be contacted and pitched the appropriate stories and angles at the appropriate times.

How Do We Know You’re Doing What You’ve Promised?

Our cutting edge technology allows you to view our call records yourself whenever you like. You can run reports and know the exact status of your publicity campaign at any moment. For anyone who has ever done PR before that’s a big relief. No more guessing about who has been contacted. No more calls to your publicists to find out the status of your PR campaign, taking them away from getting you more bookings. If there’s someone you want us to call, or something you’d like us to do, just let us know, then consider it done.

Who Is on Your Team?

Your Publicity TeamOnce we understand your needs we match you up with the publicity firm that most suits your style and goals. We work with PR teams that include international media and PR professionals who came from print and broadcast backgrounds like Fox & Friends, The O'Reilly Factor, Nickelodeon, MSNBC, NBC, PBS, PC magazine, Parenting magazine and more. Others have a background in celebrity PR, product placement, national and international journalism, corporate training, event planning, ghostwriting, or publishing. In addition to our experts we also have a team of partners that we use on demand. We have relationships with international branding experts, award winning copywriters, expert media trainers, experienced TV pitchers, web designers & marketers, and presentation coaches. We call them in when you have the need.

PR Partner—Extended Publicity Campaign

If you want to establish a brand and build a household name for yourself, your product, your service or your cause, this is the program for you.

If you’re seeking a true partner whose creativity you can count on, who scans the news daily looking for hidden and obvious opportunities, who has a relationship with top media, connections to celebrities and ideas for unique opportunities, we will tailor a program to your exact needs.

Click here to tell us more about your goals and aspirations.

Who Are Your Clients?

The PR firms I partner with have clients as varied as a Nobel Peace Prize winner to a cop turned pet detective, movie stars to moms. We work with non-profits, for profits, and companies who care about the environment, are socially conscious or are thought leaders concerned about changing America for the better.) Click here for a list of Susan’s personal clients.

What Are the Qualities You Look for in a Client?

We accept only clients who are dedicated to their passion and business. You like to work fast and intensely and are committed to following through. You have high standards of excellence, a fun-loving spirit and aren’t afraid of being unconventional. You have a willingness to do whatever it takes to get where you want to go. Lastly, you are committed to making a difference in the world with your product, service or cause—or you have something that is so unusual or fun we can’t resist helping you become a household name.

What Makes You Different?

We are a cross between innovative grassroots marketing and sophisticated public relations. When called for we create media partnerships, connect you to the appropriate spokespersons, develop contests, games, interactive events, suggest Internet strategies, and tap our creative minds to make the kind of happenings that the media seek. We’ve helped clients land a reality TV show, start a new holiday, and trained US Department of Energy staff to handle a potential publicity crises.

What Results Have You Gotten for Your Clients?

Our clients have appeared on Oprah, CBS’ 60 Minutes, Larry King Live, Good Morning America, The Today Show, Extra!, CNN, MSNBC, The O'Reilly Factor, PBS, Fox News, CBS Early Show, Rachel Ray Show, Primetime Live, E! The Entertainment Channel, New Attitudes, Bloomberg Radio Network, Net Cafe, The Lifetime Channel, Howard Stern, CSPAN, National Public Radio's All Things Considered, and many other national and syndicated shows.

They have been featured, profiled or quoted in TIME, WIRED, USA Today, The New York Times, The Wall Street Journal, Parade, People magazine, O, The Oprah Magazine, Woman’s World, Inc., Forbes, Vogue, Bazaar, Self, Mademoiselle, Seventeen, Marie Claire, and Parents magazine.

One client is in negotiation for a film deal based on her online press kit. Another is a regular on the Today Show. When possible and advantageous we get sponsorships from celebrities, royalty, and prestigious partners to promote our clients’ business, book, product, service or cause.

We know that if you’re not happy you’re not going to want to stay for the long term. And as we mentioned, to develop truly successful media relations PR is an ongoing venture that we both contribute to equally.

Client ResultsIf you’d like to join us in this public relations adventure contact us now after reviewing which marketing or publicity program would be right for you. Once we discover what you need we’ll establish a monthly fee structure to suit you and your company. We look forward to helping you with your publicity campaign and get your name in the news.

Publicity and Marketing For Your Business, Book, Product, Service or Cause With Integrity & Spirit

We will set up a complete a comprehensive intake to discuss what you want to accomplish in order to create, tweak or deepen your brand. After we thoroughly understand what you want we will create a customized ongoing campaign for you and your company that puts you on the quick path to your publicity goals.

Whether you want a full service PR campaign, a targeted publicity campaign, a book tour, or a personal one-on-one consultation with Susan for media coaching and/or marketing strategic planning, brainstorming or to create TV segment ideas click here.

 

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Susan Harrow, Harrow Communications

Susan Harrow
Harrow Communications
P.O. Box 543
Larkspur, CA  94977-0543
888.839.4190

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