Dear Friends,

There's a burgeoning trend in PR that can get your product promotion or book tour paid for and get you national publicity with no money out of your pocket, all expenses paid. You get to keep your miles and make $6,000-$30,000 or more per campaign while working a few days a month.

I just got off the phone with Stacy DeBroff, one of the masterminds behind ClubMom who has recruited over 107 experts for this top site and made a delightful living being a corporate spokesperson for products that help moms. Her official site is Mom Central where she dispenses advice for all those almost too frazzled to hear it.

Stacy is a brilliant, media savvy mom who has been on the Today Show, CBS Early Show, Oxygen Live, has been quoted in Parenting, Real Simple, Redbook, USA Today, New York Times, Washington Post, Christian Science Monitor, Washington Times, Chicago Tribune, etc., and has been a guest on over 500 radio shows.

She's been a corporate spokesperson for Dixie Cups, Whirlpool, General Mills, Betty Crocker, Kimberly Clark, Glad and more, and is about to sign a huge deal with a company that is a household name (Sorry, it's still confidential until the ink is dry). She's going on a 10 city tour, all expenses paid, for this company--and the bonus program is along the way she'll be promoting her newest book, published by Simon & Schuster, "The Mom Book Goes to School."

Back to you. Some other advantages you get when you get signed to do a corporate sponsorship: about $5000 worth of media training and great products. Sometimes you don't even need to travel and just do a satellite media tour (SMT) and/or a radio media tour (RMT). Other times you may be working on web content or be part of a team that is promoting groups of products.

Stacy and I were talking strategy and we figured that between us we had a rolodex the size of Mike Tyson's biceps and that we could connect those people who were looking for spokespeople with the corporations who needed them. We discovered what we both loved to do most was to put people together who would adore each other and/or benefit from doing business together. It's the Chick Network thing. It's about creating community. We're always thinking, "How can I help this person get to where she/he wants to go?"

After I told her that a producer for The History Channel called me looking for a host for a new show, Stacy suggested to me that I start connecting people together professionally, as a service. Ding! Light bulb moment. So I had another idea for this newsletter, but got so jazzed about her idea that I had to go with it.

So if you've ever thought that you'd be a great spokesperson for a product that's a must have for you, your family or your colleagues, spokespersondom may be for you. See below for details.

Warmly,

Susan

How to Be a Corporate Spokesperson:
and get PR for yourself, your product, your service or your cause

1. Be a Fluid Conversationalist.

This is the number one requirement. Not only do you need to know how to make a point with panache, but you need to stay on your talking points and have the social skills of a diplomat. Graciousness comes in a close second. Corporations are looking for people who would make them proud under any circumstance no matter how ugly. I have one client who can charm anyone. She is a former salesperson and sales trainer who told me that during a cold call the potential client started insulting her company and swearing liberally. Once he finished his tirade she laughed and said, "Glad we got some of your objections out of the way," and went on to make the sale. Another one of my clients feels like she must memorize her talks and all of her sound bites, and doesn't want to say anything that isn't refined. While it may be appropriate for her lifestyle and field it's a no go for this job.

2. Have Mental Toughness.

One CEO was being interviewed for ABC's 60 Minutes. The hosts were trying to get a rise out of him and asked him an inflammatory question--the same one twenty times. The twenty first time he lost his top. Which take do you think 60 minutes aired? While you may feel that holding his temper for 20 takes is pretty good, it's not good enough. You're not only representing yourself, you're representing an entire corporation and it's your job to bring only good will to them.

3. Feel Comfortable in Your Own Skin on TV.

On TV physical comfort is essential. You need to be able to laugh at your gaffs and handle anything that comes your way. Be ready for people to say off the wall things to you. If you're not physically comfortable in your clothes, the way you look and feel, that impinges on your ability to banter. The audience can tell immediately and it reflects on the product you're promoting. NOTE: You are never allowed to promote a product on national TV shows as doing so may conflict with their advertisers.

4. Get Your Feet Wet by Doing Multiple Clients.

Experienced corporate spokesperson and author of several best-selling books, Stacy DeBroff, says that often media companies put together a group of 4-6 clients who want product promotion. Since their "sponsor" doesn't represent one corporation, they can use someone less experienced. Doing a satellite media tour for a group of products is a great way to get started. The downside is discussing all of those products in one show. You need to be pretty nimble to mention 4-6 products in a few minutes. The upside is you get to start dipping your feet in the profitable waters of corporate sponsorship.

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