Rockstar PR from


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This was the publicity portion of our presentation from the seminar, "Online Marketing & Social Media Workshop. What Rock Stars & Porn Stars Know About Online Promotion That You Don’t… But Need To!" The seminar was co-produced with Michael Brandvold, of Michael Brandvold Marketing - - Enjoy!
Christopher Buttner

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Rockstar PR from

  1. 1. Online Marketing & Social Media Workshop What Rock Stars & Porn Stars Know About Online Promotion That You Don’t… But Need To!
  2. 2. What is Publicity?
  3. 3. What is Publicity? Publicity is the deliberate attempt to manage the public's perception of a subject.
  4. 4. Publicity is one component of Marketing Communications. <ul><li>Advertising </li></ul><ul><li>Publicity </li></ul><ul><li>Promotions </li></ul><ul><li>Direct Sales </li></ul>
  5. 5. What’s the difference between Advertising and Publicity? Advertising is what you pay for. Publicity is what you pray for.
  6. 6. Publicity adds credibility to all other aspects of your marketing communications efforts...
  7. 7. … Moreover, it’s the one aspect of marketing communications efforts that lends the most amount of credibility to your Brand.
  8. 8. And What is Your Brand? Your Brand is Your Name. And Your Name is a Promise that You Make to Your Customers.
  9. 9. Why is publicity so critical? Publicity is news, reports and coverage about you, or what you do, made by individuals, or media outlets, of great influence.
  10. 10. The Truth About Publicity. Your Publicity Effort Should Never End. Great Publicity is a Journey, not a Destination.
  11. 11. Ten Tips for DIY PR 1. Get over your fears. Learn how to sell yourself. Want media coverage? Ask.
  12. 12. Ten Tips for DIY PR 2. Be Creative. News doesn’t happen. News is created… and develop a sense of humor, especially about yourself. If they’re laughing, they’re listening.
  13. 13. Ten Tips for DIY PR 3. Learn how to spell and know the fundamentals of grammar. (Use the spellchecker).
  14. 14. Ten Tips for DIY PR 4. Proofread your work. Then have someone else proofread your work… and then have someone else proofread your work. Then let it ‘marinate’ for a few hours or overnight. You’ll be amazed at how many spelling and/or grammatical errors will appear, as well as glaringly required edits, when you come back to it with fresh eyes.
  15. 15. Ten Tips for DIY PR 5. Consistency of press output – if you’re out of sight, you’re out of mind.
  16. 16. Ten Tips for DIY PR <ul><li>Know your media outlets and build and maintain a database of editorial contacts, reporters, staff and freelance writers with: </li></ul><ul><ul><ul><li>Enthusiast & Trade Magazines, Newspapers – Arts, Entertainment, Lifestyle & Business Sections, and their corresponding Websites. </li></ul></ul></ul><ul><ul><ul><li>Influencers on Social Networks. </li></ul></ul></ul>
  17. 17. Ten Tips for DIY PR 7. Contribute business tips or articles to your vertical media outlets for free. In the beginning, the most important thing is to get your name out there. Become an authority – offer commentary and/or opinions that benefit your contemporaries.
  18. 18. Ten Tips for DIY PR 8. Networking Opportunities - Know your industry associations, networking opportunities, conferences and trade shows. Other networking resources: and
  19. 19. Ten Tips for DIY PR 9. You’re going to get rejected… A LOT. Respect Feedback and don’t take it personally. Your story is not the most important story in the world.
  20. 20. Ten Tips for DIY PR 10. The one guarantee in public relations is…. There are no guarantees.
  21. 21. What No One Will Tell You about Publicity, But What You Really Need to Know: Don’t Be A….
  22. 22. <ul><li>Your Breath – brush your teeth, use breath mints, don’t smoke, drink coffee, or eat onions when you’re about to go face-to-face with a reporter or editor. </li></ul><ul><li>Be honest and respectful to clients, editors, fans… everyone. </li></ul><ul><li>Be polite. Say thank you… a lot, and keep a positive attitude always. </li></ul><ul><li>When you get a writer, editor, or a reporter on the phone, ask permission, “Do you have a minute to talk?” </li></ul>
  23. 23. <ul><li>No reply to three follow-up emails or messages in a week means the media outlet is 90% not interested in your story. Four, five and six follow-up messages in the same time frame… you’re a stalker. </li></ul><ul><li>Admit when you’re wrong or when you’ve made a mistake (which is always) and know when to apologize. </li></ul><ul><li>Don’t be afraid to say, ‘I don’t know,’ but be sure to provide the complete and correct info quickly. </li></ul>
  24. 24. <ul><li>When a member of the press calls wanting more info or an interview, DELIVER IMMEDIATELY. LUCK is defined as “when opportunity and preparedness meet.” Know when opportunity is knocking. </li></ul>
  25. 25. <ul><li>Regarding appointments - Be timely and prompt – buy a GPS for your car. </li></ul><ul><li>Never slam the competition. Stress your assets. (But be sure to keep your friends close, and your enemies closer). </li></ul><ul><li>Avoid discussing religion, politics, and sports. </li></ul><ul><li>Tell the truth and don’t exaggerate. The worst place to be busted on a fib, lie or an exaggerated fact is in print. Remember: The Internet Never Forgets . </li></ul>
  26. 26. <ul><li>Understand that press releases are malleable and not written in stone. Adjust your news accordingly as you get feedback from journalists regarding what they would want to know to make the story more interesting. </li></ul><ul><li>Don’t let frustration or depression show. Rejection can become overwhelming if you’re getting “No Thanks, Not Interested’ constantly. </li></ul>
  27. 27. Tips to Hiring a Publicist: <ul><li>Have a Product. </li></ul><ul><li>Set Realistic Goals. </li></ul><ul><li>Hammer out a Budget. </li></ul><ul><li>Devise a Time Table. </li></ul><ul><li>Do Your Homework – get recommendations, referrals, and references. </li></ul><ul><li>What Media Doors will the Publicist Open for You? – not all publicists do the same thing. </li></ul>
  28. 28. Tips to Hiring a Publicist: <ul><li>Expect Your Publicist to be Creative. </li></ul><ul><li>Meet Face to Face. </li></ul><ul><li>Your Materials – make a professional presentation – you get one opportunity to make a (great) first impression. </li></ul><ul><li>Be Eager to Work. </li></ul><ul><li>Keep a Positive Attitude. </li></ul><ul><li>Respect Feedback. </li></ul>
  29. 29. Tips to Hiring a Publicist: <ul><li>Know What to Expect. </li></ul><ul><li>Know What Not to Expect. </li></ul><ul><li>Know the Costs – fees and expenses. </li></ul><ul><li>Ask for a Contract. </li></ul><ul><li>Don’t Expect Guarantees - Know the Limits of PR. </li></ul><ul><li>Don’t ask for favors when your contract is completed. </li></ul>
  30. 30. Tips for Writing a Great Press Release <ul><li>Write When You’re Inspired. </li></ul><ul><li>Bullet Point Your Ideas. </li></ul><ul><li>5 to 7 Bullet Points. </li></ul><ul><li>5 to 7 Words per Bullet Point. </li></ul><ul><li>Put Them in Order of Importance, Staying on Point. </li></ul><ul><li>String Them Together with Verbs, Adjectives, Nouns, Pronouns, etc. into an Outline. </li></ul>
  31. 31. Tips for Writing a Great Press Release <ul><li>Recycle old information when possible. </li></ul><ul><li>Edit later. </li></ul><ul><li>Proofread, Proofread, Proofread. </li></ul>
  32. 32. Thanks Very Much! <ul><li>Tel: 415-233-7350 </li></ul><ul><li>Skype: prthatrocks </li></ul><ul><li>rockme @ prthatrocks .com </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>