GREENWICH, Conn., Aug. 18, 2006 (PRIMEZONE) -- Everyone agrees that PR is an important part of marketing, and that the Web's search engines provide an enormous multiplier effect, right? So why is it so few managers actually practice personal publicity? We're not talking about calling a press conference to announce your next promotion, but nice, simple things like participating in industry media coverage, drafting a bylined article on your specialty, or sitting on a panel on a key industry trend.
"Personal publicity is not artless self-promotion and doesn't replace skills, ability, hard work or a passion for what you do," says MarketcomPR president Greg Miller. "But doing it gracefully is more an art than a science -- and doing it well can rev up your career and your standing in your field. With search engine optimization (think executive recruiters), it can also let a wider audience in on who you are and what you have to offer."
1. Pick your opportunities wisely. You don't have enough time or
energy to speak to every reporter, talk at every industry
conference, or give every speech. Focus on the opportunities that
highlight your expertise, work experience and future plans.
2. Understand clearly your value proposition. Think through what
they're looking for -- and give it to them. Successful media
sources get the call-backs. Good bylined articles get printed.
The names of good speakers are passed around companies that
sponsor industry conferences.
3. Always over-prepare. This is not a good time to wing it. Whether
it's a media interview or the third spot on a panel discussion,
know what you're going to say before you have to say it. Not in
the sense of having a script -- that's not going to work -- but by
blocking out the key points you plan to make, and making them
again and again. And if it's a media interview, read the
publication at least once before taking the call. If it's a
conference or other speaking event, ask to see speaker agendas
from this year and last year to get an idea of what the sponsor is
looking for.
4. Never look like you're breaking a sweat. The stars of personal
publicity never look like they're pursuing opportunities, even
when they are. They perform flawlessly (see Points 1 and 2) and
never let their audience down (see Point 3).
5. Know when to say no. There's always going to be a media interview
on a topic you -- and your company -- won't want to touch. Walk
away with a cheery "no comment" (or, even better, find out how to
do it on a background-only basis, which is how the personal
publicity stars handle much of their media exposure). Refer the
sponsor of an off-strategy topic to another possible presenter (or
get them to change the subject to one you do like).
Miller comments, "Do you need to go to Harvard Business School to learn this stuff? No, this is something you learn on the job. Just keep in mind, however...the mere fact that you aren't doing it isn't stopping the guy across the hall from doing it."
About MarketcomPR
MarketcomPR designs and implements communications initiatives that combine classic media outreach tools with market-oriented thought leadership vehicles to help clients communicate better with their key audiences. For more information, visit www.marketcomPR.com.