Maximize Your Media

After Coverage,  Then What?

Getting media coverage is a goal – especially coverage that reflects your best and brightest services, products, and expertise. It’s not the only goal, however. Every solid public relations campaign should include a strategy for maximizing the visibility so that after the radio show is over and the newspaper has been replaced by the next day’s or week’s edition, your news is still available to your audience. And, for those of you invested in social media, that means making your success go viral.’s guest writer Scott Oldford offers some thoughts and tips on the subject that are worth reading. He begins his column with this nugget of wisdom: don’t let the media coverage be the finish line for your message.

Here is one way he recommends you can keep the exposure going:

Step 1: Share with your "warm" audience.
PR is one of the best ways to capture your audience's attention and begin the process of becoming the "go-to" authority figure in their life.
However, you cannot leave this to chance. You need to take control of the situation and ensure you create viral content on the back of your PR. The first step is to share this article with your existing audience, but not your entire audience -- rather your "hot" leads who know you the best.
Going Viral
This helps you build momentum with the help of those who already like and share what you have to offer. They want you to succeed and know that they can be a part of that larger end game.
He goes on to suggest – and we think he’s right – you bring your media coverage to those who are not in your primary sphere. Include your news link in emails and e-newsletters. Consider adding it to your email signature.

Other tips include the important of timing and personalizing the coverage so that others can relate to what it means to you.
To read his complete article, click here.

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Author Tips



Premiere promotional efforts, like advertisements, may cost more than you, as a self-published author can afford. So, what do you do? Turn to the internet.  The virtual world has made it possible for you to publicize news about your book(s) to the communities who would be most interested.

To help you get started, here are three websites you can check-out. Each of them offers you a FREE opportunity for you, your book and your all-important book website or blog to get the exposure you want and deserve:

1)    Book Blogs: Here people can read books, write reviews and blog about book-related topics 
2)    Reader Views: Provides a free review of your book and then posts that review in the social media sphere. An upgrade to exposure is available for nominal fee.    
3)   Step-By-Step Self-Publishing: One of the best sites for independent authors. The “reviewer list” provides list of websites that do FREE book reviews. 

Admittedly, in today's self-publishing world, there's a lot of competition. So it's important to understand how public relations works. Once you know more about how to get your message (and your product) out there, you can refine the process as need. There is no substitute for doing the work and learning from your mistakes.

But remember, the most important thing to do is start… somewhere. At the very least visiting and submitting information about your work to these free sites (and others) will keep you busy until The New York Times comes knocking on your door.

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Real or Staged?

Thoughts on Media Psuedo Events

A pseudo event staged exclusively for publicity in the media is called a media event or a pseudo event. Generally, these events include corporate events, press conferences and product launches.  These efforts are also known as publicity stunts and can be hyped or exaggerated opportunities designed to catch media attention. The results can be either negative or positive.

This type of promotion usually isn’t spontaneous. Press conferences best exemplify the planned nature of such activities.  The media has time to prepare for event coverage (unlike breaking news) and often receives press packets with already established Question/Answer formats, talking points,  and other bits of useful information intended to be useful, even helpful to the media.

One well-covered pseudo media event was the pre-inaugural pro Barak Obama 2009 concert “We Are One” at the Lincoln Memorial in Washington. Big name celebrities, like Bruce Springsteen and Beyonce were on hand. Approximately 400,000 people showed up.

Media pseudo events are also designed to muster public support. And for that reason, they must have a solid foundation or else they will appear to be gimmicky tricks designed to ‘make’ people  feel and then think a certain way. 

When It Goes Wrong

Here's an example of how it can back fire: 

356BC, in a bid for notoriety, historical arson Herostratus burned down one of the seven wonders of the world – the Temple of Artemis at Ephesus, in modern-day Turkey. Having burned down the temple in order to become famous, Herostratus made no attempts to deny that he was the culprit. The Ephesian authorities, displeased with his actions and wanting to dissuade any others of a similar temperament, swiftly executed him and denied any mention of his name. Not exactly what he was hoping for.

Presidential candidate Donald Trump uses this technique to get media attention. Invalidating one U.S. Senator’s Prisoner of War status he drew a great deal of media attention which took coverage opportunities away from what other candidates were doing to garner public support.

If the event has “real” legs, then dig in and make it an opportunity the media won’t want to miss. If it is weakly constructed, it could collapse in a way that produces public disapproval.

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Public Relations Tips

Campaign Winners

Non-Profit Strategies That Make It To The Top

Every year the public relations’ industry has a chance to celebrate some of the best non-profit public relations campaigns around. PR News' 2018 Nonprofit Awards will be announced this month and they’ve got quite a list of finalists.

The event takes place at the National Press Club in Washington, D.C. and will highlight some pretty important causes, such as hurricane relief and hunger prevention in a range of categories from shoe string public relations to crisis management to natural disaster communications.

Here's a look at one of the non-profits being considered:

The Greater Boston Food Bank shined a light on the reality of food insecurity during September’s Hunger Action Month. The goal of this New England hunger-relief organization is to raise awareness and funds by galvanizing people to take action to end hunger.

The campaign included an interactive social media campaign. In partnership with Feeding America®, their month-long online outreach asked participants to describe what they can’t do on an empty stomach (“On an empty stomach, I can’t__________”). Followers then posted photos with hashtags such as #HungerActionMonth and #EndHungerHere.

They also scheduled other activities throughout the month, including FEDERAL CALL-IN DAY AGAINST HUNGER in which supporters called their congressional representatives and urged them to strengthen federal anti-hunger programs.

Other Finalists

  • Don't Lose Sight of Children: Saving Pediatric Health Care and the Affordable Care Act - Children's Hospital Los Angeles
  • Meet Me at the Park Earth Month Campaign - National Recreation and Park Association  
  • goDigital - DC Public Library
  • Fund It, Fix It, Make It Fair: The Campaign to Improve Public Transit and Defend Transportation Workers’ Rights in the DC Metro Area - The TASC Group
  • Latino Education and Economic Progress: Running Faster but Falling Behind Video - Georgetown University Center on Education and the Workforce
  • Hurricane Harvey Response: How Children’s Health Responded to One of the Largest Disasters in Texas History 
Congratulations to them and the many more finalists for their creative approaches to sharing their news and engaging their audiences! This is what makes them all winners. To learn more about the awards and the finalists, click here.   

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Work Fables

Wise Words

About Work

Most of us already have access to great volumes of knowledge about business. How to start one, how to avoid pitfalls, work smarter, etc. But what do we know about ages’ old wisdom concerning work itself?We put together a list of work fables from the volumes of material credited to Aesop. This Greek storyteller succinctly captured what it is we know and think about work; how we try to escape it or embrace it.

Too clever to work

The Salt Merchant and His Ass. An ass carrying a load of salt accidentally falls in a stream and realizes that his load has melted away. So the next time he crosses the steam, he purposely falls down. Then his owner loads him with sponges, so when he falls down a third time, the weight of his load doubles instead of disappearing.

When to ask for help

The Lark and Her Young Ones. A young lark overhears a farmer announcing that the crop is ripe and it's time to ask his friends to come help with the harvest. The lark asks its mother whether they need to move elsewhere for safety. She responds that if the farmer is only asking his friends, he isn't serious about getting the work done. They won't have to move until the farmer decides to harvest the crop himself.

About business partners

Th520 B.  from the jaws of a wolf ought to be compensation enough.
About Aesop: He was born a slave around 620 BC and earned his freedom from his second master after working hard to become learned. Following that he joined the renowned ranks of other philosophers, such as Epictetus and traveled to many countries where he learned a great deal about human affairs as the above work fables suggest.

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Sports Fire Relief

Sports Writer As Community Resource

We work with members of the media and in many, many instances, we develop reciprocal work relationships. Our goal is to provide media with news that is tailored to the interests of their audiences.

Along the way, we even develop extraordinary relationships that last long after the news has been shared. One such example is Sports Columnist Bob Padecky. A seasoned writer with impressive credentials, Padecky is, like so many of his colleagues, someone who cares deeply about his community and is willing to use his experience to help when it’s needed.

Well, it’s needed now, and he’s risen to the occasion.

Just months after the devastating October 2017 Firestorms that ravaged more than 6000 residential and business structures in Northern California, he’s found a way to leverage his expertise and experience to help the many people who have been and those who still are homeless.

To support his efforts and to also help the members of our shared community who are still experiencing tremendous need, we are promoting here Padecky’s upcoming fundraiser:

Monday, March 12, 2018, 6-9 PM
$20 (under 12 free)
Brewster's Beer Garden & Restaurant, Petaluma

Guest Speaker: Noah Lowry, former Giants Pitcher

Sports Memorabilia Auction (live & silent) will offer about 150 items, including:
  • Warriors Tickets to last home game of season
  • Basketballs signed by Steph Curry and Klay Thompson
  • Tickets to a 2018 Giants home game
  • A San Jose Sharks hockey stick signed by all the members of the 2016-17 season
  • Joe Montana autographed footballs
  • Mickey Mantle autographed career stat sheet

About the why of this event, Padecky writes: 

I was a sports columnist for the Santa Rosa Press Democrat from 1987-2013 and am 87.5 percent retired - I write two columns a month instead of 16. I was fortunate to cover 22 Super Bowls, 19 World Series, four Olympic Games, four NBA Finals, a Kentucky Derby and thousands of professional and amateur sports and their athletes. Muhmmad Ali was my favorite interview. Barry Bonds, not so much. I started writing professionally when I was 16 and I still do it. Actually, I have to do it. Writing is my passion. Sports is the conduit for that passion.

Padecky’s fire relief fundraiser is working with Rebuild The Round Barn, a nonprofit which will collect and forward donations to those impacted by wildfires via the Sonoma Community Foundation.
For tickets, click here. 

We plan to be there and hope to see you there, too!

For Busy People

Becoming Less Busy

Are you busy? Too busy to do anything about it?
Some say this is the plague of our times. Hi-speed, instant everything has not made our lives ‘better’. In many ways, it has complicated our daily existence because we now have too many taps on the shoulder: this email, that text, social media notifications by the second … You get the idea, right?

We’ve come to the conclusion that fast-paced multi-tasking is overrated. Over the long haul, it does not deliver what it promises and, in fact, is often why we hit the wall many times. Ironically, while rushing and running around, we don’t even see the road blocks that take us to burn out before us until it too late.
So what’s a creative, enterprising person to do?

According to the Young Entrepreneur Council website, answers can be found by learning from others.  To that end, they pulled together thoughts on the topic from some of today’s most forward-thinking people.

Here are a few of our favorites:

Work Out – Andrew West, Preferling
When I feel so mentally burnt out from juggling multiple projects, there's only one thing that can recharge my brain and my enthusiasm—working out. It's a way to unplug and just focus on the task in front of me, whether I go for a long run or a four-hour bike ride around my city. When I'm done, I have a high so powerful that all of the stress from my day-to-day activities is gone.

Schedule Free Time – Evrim Oralkan, Travertine Mart
Schedule free time on your calendar, just like you would schedule a meeting, and stick to it. It's crucial to take the time you need for yourself, even if it's just 30 minutes a day. You'll get back to work feeling recharged and inspired, and chances are, you'll accomplish a lot more than you would if you worked straight through the day.


We think there is much we can do to create space for ourselves to take breaks and recharge. this is how we scan slow down enough to see the detour signs BEFORE the road blocks.

To read more advice from startup founders mentioned on Young Entrepreneur Council, click here.

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Time On Your Side