Dear Friends,

Sometimes I just hate technology. Like last week when I was vacationing on Maui and there was some beefy American in a bathing suit way to small for his girth, talking on his Bluetooth in the ocean. Come on. I almost didn't resist the urge to push him into the water headfirst. I'm sorry but the deep blue sea was no place for a transatlantic conversation.

And no, I didn't bring my computer with me although I did have to handle an emergency call via my cell phone—but in private, not with dolphins, turtles and tourists listening in.

Recently, I was media coaching a client at her home to promote her New York Times best-selling book when her Blackberry made that irresistible "You've got mail" sound. We both ran to look. Time Magazine calling, wanting to do a write up.

O.K. I'm cool with that. But by the third time it made that cute sound I'd had it and politely asked her to turn the thing off so we could focus on the task at hand.

So you wouldn't think that I'd have a nice thing to say about Twitter, a microblogging service, but I might. In his excellent article for ecommerce-guide.com, Jim Martin writes, "Microblogging is an emerging form of social networking. Twitter, Jaiku and other microblogging services let subscribers blast brief messages to other subscribers for free. The microblog posts can be sent and received via Web browser on a computer or Web-enabled cell phone; by e-mail or instant message; or as cell phone text messages."

For PR we have podcasts, teleclasses, E-zines, email blasts, video infomercials, online shows, and the traditional radio, TV and print outlets. Do we really need to text sound bites to our customers/clients/potential buyers/the media? Maybe.

I don't know enough about this yet to weigh in a yay or a nay. But I'm watching to see how it turns out and wanted to keep you up on what's available now that's new. You can read more of Jim Martin's article here.

Perhaps Twitter is something you'll consider adding to round out your PR plan. I'd love to know what you think of it and the kind of results you get. Put "Twitter me" in the subject line and I may use your response next month.

But please don't Twitter my mobile phone. I want to ride the waves in peace.

Wishing you a wonderful new year and an excellent ride,

Susan

P.S. "Life is not a journey to the grave with the intention of arriving safely in a pretty, well-preserved body…but rather to skid in broadside, thoroughly used up, totally worn out, and loudly proclaiming…WOW! WHAT A RIDE!"

~ Anonymous

Your PR Plan for the New Year

As you consider what matters most to you and how you're going to spend your next year promoting your business, consider speed, efficiency, fun, and what really juices you. Max Planck, Nobel Prize-winning physicist says, "When you change the way you look at things, the things you look at change."

As we near the holidays and take time to be with ourselves and our families, there is no better time to ponder how you view the world and what you want around you for the new year. My colleague, publicist Nancy Juetten, told me that she had a life changing experience at Miraval Resort & Spa a year ago. She did Equestrian training which allowed her to see how she moved through the world personally and professionally.

I was intrigued enough to want to know how Miraval described the experience: "Miraval's Equine Experience gives you the opportunity to learn to communicate with horses—animals that, by nature, have the ability to read your energy immediately. But as you'll soon find out, "It's not about the horse."

You'll perform equestrian ground skills that often bring to light personal patterns that may be holding you back from the life you want to live. These patterns may be causing stress in your life and damaging your relationships. Learn how to recognize the power—or lack of it—in your actions and how to overcome your fears and uncertainties."

Guess what? Publicity is the same. It's not about the media.

What I've found working with dozens of people personally one-on-one and hundreds in seminars and talks is that mostly what holds people back isn't a poorly written press release, it's the pitfalls of their personality and their past. So, before you map out your publicity campaign for the year I suggest the following:

1. Remove the Obstacles.

Clear out any patterns that are holding you back from getting what you truly want. You've heard the expression "Perception is projection." It's true for your media experiences as well. David Neagle has taken this "art" almost to a science in his courses. To get started, you can download your complimentary copy of the "Art of Success" (mp3s) here.

It takes two to Tango and you can learn to be an excellent PR partner both leading and following with practice. Elizabeth Gilbert, author of "Eat, Pray, Love," said something like she wanted a smaller material life and more room for a spiritual life. Me too. Change yourself and the world around you changes.

2. Take the Quick Path.

Starting PR can be like starting a diet. We need results fast. We want to see that eating all those vegetables is paying off, especially when chocolate cake lurks close by. Publicist Nancy Juetten has just the thing—for $10!

Shauna Brennan, founder of My Day Office, said that the Media-Savvy-to-Go tips booklets had a major effect on her business: Shauna got a front page story in the business section of the Seattle Post Intelligencer by following Nancy's tips. She said, "Talk about return on investment. It was a little bit of work, but so what! In less time than it would have taken to explain it to someone else, I was able to do it myself. That is the true beauty of it. I take these booklets with me everywhere I go. I use them as a checklist. They are small and convenient and fit easily in a briefcase or Daytimer. I plan to share them with my customers to support their success."

It's like getting to eat dessert before you've finished your meal. Get your Media-Savvy-to-Go tips booklets here.

3. Develop the Big Picture.

For the past few weeks I've been working with one of my clients to make a blueprint of their entire PR year with a time line. So far, we've already established that they will send out 2 press releases a month to leave room for breaking news.

They are buying the gift list so we can have ample time to contact the media for holidays, special occasions, magazine inserts and any other media worthy day slated in the media's editorial calendars that coincides with my client's company's values and goals.

We are taking into consideration their long-term goals which consist of positioning their company and the CEO as a leader in their industry, creating a vibrant community, making strategic alliances with other businesses and foundations, and growing their corporate and direct to consumer sales.

Sometimes it takes several weeks to distill what it is that's most important to you in the big picture and then the smaller picture emerges naturally. Your values will drive your big picture plan, so taking the time to get clear on who you want to work with, what you want to feel, and the experience you want your customers/clients/constituents to experience pays off well. It's important to marry your intentions to time for continuity and peace of mind.

If you'd like some guidance in developing your strategic marketing and publicity plan then touch in with me here.

Brainstorming and developing a cohesive brand, creative angles, pitches, and niches are some of my favorite things to do.

4. Get Help.

If we could only do just the things that bring us joy! In a world that's crammed with email, voicemail and mindmail, there's hardly room for a single thought or breath. I have a one word solution. Delegate. I know this one is hard for entrepreneurs, but you can do it a little at a time. I started three years ago when I hired my VA (Virtual Assistant) Kelly Poelker.

I no longer wake up in the middle of the night frantically scribbling a note in the dark about some forgotten task whose deadline had passed. With Kelly's help, I breathe easier. She doesn't just wipe items off my to-do list, she's a true partner in helping me think out what I want to accomplish and then breaking down the tasks to make it all happen.

Elizabeth Gilbert said that she's a better person when she has less on her plate. Me too. I give those irksome items that threaten my sanity to Kelly who has a rare opening in her schedule. So if you've been considering doing only the things that make you happy and juice your creativity, contact Kelly toll-free at 8-MORE HOURS (866-734-6877) or kp@another8hours.com

5. Keep Connected.

You've heard over and over again that getting good media coverage is about building relationships. It's true. And many of you don't want to manage a database or send out press releases on a regular basis to grow those contacts. There is another way: PR Leads. When you subscribe to this service, you'll get reporters' requests for experts along with story leads sent to your email in-box almost daily. Expect leads from every publication from the New York Times to People magazine from media who is on a deadline and needs your input.

Hardly a week goes by when I don't respond to a lead that comes through PR Leads. One of my clients, Jeanne Hurlbert (www.optinetresources.com, www.readinets.com), who didn't even have her website complete before she got major press, has had phenomenal success using this service. NOTE: www.optinetresources.com is in the middle of changing servers. If you cannot get through please try again later.

Jeanne, an expert in social networking, disaster prevention and recovery, and creating surveys, has been quoted in The New York Times, The Wall Street Journal, CNN, Smart Money, Health and much more. She's a fantastic storyteller and excellent at what she does so her press is justified. These are skills she learned in short order and had the opportunity to apply them weekly when she regularly gets call backs from reporters and producers.

6. Bring joy.

On my gravestone I would like to have carved, "She brought joy." If I can sum up my mission in a sentence, that would be it. I'm continually reminded about how challenging it is to follow the Dalai Lama's credo, "Be kind whenever possible. It's always possible."

While it may be possible, I have found myself severely challenged doing media and conducting my personal and professional life to adhere to these wise words. But when I do, I find I can more easily bring more joy. And the joy spreads like good news.

I consistently ponder the words of poet Mary Oliver from her poem "The Summer Day":

"Doesn't everything die at last, and too soon?
Tell me, what is it you plan to do
with your one wild and precious life?"

What is it you will do with yours?

Hire a Virtual Assistant to Help with your PR Program

A VA can work with you on everything from managing your customers to minding your virtual store. She can take over the tasks that you'd rather not do. In PR, that means circulating press releases and articles, dealing with email inquiries, creating ebooks, handling contacts, updating your online press kit, and whatever else you might need to implement your overall PR program.

Kelly Poelker does these kinds of things for me, and more. And now she can do them for you. She has 2 openings for clients who are committed to the success of their business and desire a long-term collaboration. If you're looking to implement your PR program, create products, mastermind a project, and have the daily administrative chores handled with accuracy and intelligence, then contact Kelly toll-free at 8-MORE HOURS (866-734-6877) or kp@another8hours.com

Reaching Millions via Multimedia: Online Editors at Top Media Sites Reveal New Placement Opportunities for PR Video and Audio

Want to reach millions of media consumers who get their news and information from media websites? Then add multimedia to your media relations program. Here's why: Proactive media powerhouses are transforming their sites "into multi-digital brand extensions that give sight, sound and motion to the print product," according to Mediaweek senior editor Lucia Moses.

Translation: These websites (especially tech, gadget, gear and consumer pages) are hungry for digital content—including audio, video, charts, slideshows and even podcasts. What's more, they're happy to field this material from PR. "We're all pushing for more content online," confirms BusinessWeek's John Byrne. "Our sites are intended to reach broader audiences—so differentiate your print and online strategies and you'll increase your chances at coverage," he invites.

This special panel will spotlight online editors at the nation's top outlets—and feature their tips, techniques and best practices for boosting your online coverage…and insights for generating multimedia. You and your team can also post in your own online newsrooms and even social media sites like YouTube for increased (and potentially viral) reach.

You'll hear editors and writers from latimes.com Los Angeles Times (circ. 815,723,) Washington Post (circ. 960,084), Fortune (circ. 918,739).

A few things you will learn:

• New Media Trends: What top outlets are doing to boost Web site traffic—and how to tap new Web features to get your brand or idea in front of the public.
• Targeting Essentials: How each of these outlets views its online audience and mission—and how to use this insight to pitch ideas and material that win digital ink.
• Editorial hot buttons: The pitches, multimedia assets and visuals you should be offering now.
• Quick tips for pitching mainstream media blogs: What they
  want, what they don't, and how to break through the clutter without getting flamed online.
• Production Checklists & Guidelines: What qualifies as streaming video—and how to make sure your campaign uses the most popular formats and delivery methods.
• Underdog PR: How private companies, nonprofits, agencies and even mom-and-pop shops can compete with public giants for valuable online ink.
• Charticles and Sidebars: How your company or client can become part of a larger feature story that's not even about you.
• Secrets of Success: Examples of website pitches and multimedia placements…and how to duplicate their best practices.

DATE: Wednesday, December 12, 2007
TIME: 1PM EST; Noon CST; 11AM MST; 10AM PST
PLACE: Your telephone or speakerphone
COST: $289 per dial-in site (unlimited attendance per dial-in site)
TO REGISTER: Go here or call 1-800-959-1059

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March 5, 2006
6:30pm CST on KCRO 660 AM
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Quote

When people make the decision in their lives that they want to be free more than anything else, and that choice goes all the way to the deepest part of themselves, they begin to make different choices because they want to be free.

~ Andrew Cohen