The Wax Blog

Sometimes what a publicist or PR agency does looks SO easy, especially to an entrepreneur with a naturally outgoing nature. After all, how hard can it be to write and send press releases, or schedule interviews? In many cases, it's not that hard. I've known several business owners and managers who are very good at maintaining relationships with smaller market journalists, and who know when and how to write a press release.  If you believe PR is just sending out press releases and coordinating interviews go for it. BUT - and this is a very big BUT - if you really want to use public relations for the right reasons, I believe you have to hire a professional publicist.  And by professional, I mean GOOD. I wrote about ways to find a good PR firm in February. I'm going to write next on how to create room in your marketing budget to hire one. But first, here are six reasons it might be smart to hire a public relations professional:

The topic of plagiarism has crossed my path on a few different occasions recently, and it’s come to my attention that people just seem to think there are different rules when it comes to the Internet. While we all learned how to appropriately source references in public school (in the days before the internet), some have thrown those guidelines out the window. That may be because there’s LOTS of plagiarism on the internet already that makes it appear that content theft is normal; it’s not at all uncommon to see the same content posted in 8 different places without a link or credit to the original writer. I know we covered protecting yourself from how to Stick to the Facts to Avoid Content Plagiarism, but with so much discussion and confusion on the subject, let’s go back to the basics. You want to protect yourself from a lawsuit, and you don’t want to hurt your SEO rankings with too much duplication after all. Guidelines to Avoid Online Plagiarism

A couple years ago I started to notice that certain writers and producers were much more comfortable engaging with me on Twitter than on the phone or via email. I'm still not sure why this is...perhaps they noticed my sarcastic sense of humor (which appears to be a requirement for a true journalist these days) or maybe they feel protected by 140 characters. (Face it, we PR's do tend to go on and on...and on sometimes.) Whatever the reason, we've been using Twitter as an effective pitching tool for the past year now. Despite the "real time" aspect to the tool, I'm warning you it's not necessarily a fast method. However, if you invest some time you may find some huge payoffs down the road. Here are some simple steps to engaging media via Twitter. 

In past posts we’ve talked about using the language of your readers and the semantics of choosing between using your “local” language  (Canadian or British English, for example) or the universal language of the internet (US English). That discussion brought up other questions – like whether or not you should be making appeals to your local readers with your content. This week I started thinking about the issue again after a client made a comment. After posting an article on an NYC business’ site, the client commented on a line that said the following, “People who have been coping with a cold winter climate....” His comment was “we’re a business in New York, isn’t that kind of redundant? All of our clients just experienced winter.” Inarguably, if you’re writing strictly for a local audience, that kind of statement is redundant. But, when writing client blogs I very rarely include a local perspective when it’s a general interest topic where location is irrelevant. After further discussion with my client, it came out that his perspective was “only local readers are going to turn into clients”.  It is a fair point – but I think you know that I just don’t agree that it’s everything, and here’s why:

Thanks to Wes Towers for this easy yet powerful list for business owners. Here's how you turn blogging into marketing. Marketers understand blogging is one of the best ways to reach out to their target audience. It has become an efficient way to share updates, news and other information to your customers and prospects. It is also a great way to share thoughts on issues as well. Although it will never replace the power of the telephone for one-on-one communication, blogging wins hands down for communicating to the masses in a cost effective manner. A blog site sitting along side your main website lets you as a business owner boost your online presence. It’s an opportunity to share your company’s latest news, events and what’s happening in the industry. The problem is, many set out and never seem to get the readership required for it to really be of benefit to the business. Now, let’s just say that you already have set up your blog and have even started posting content. What are you doing to let your target audience know about it? What have you done to increase your blog readership? Nothing? Sadly, that’s the answer most people give. Here are a few pointers to help you turn your blog into a powerful marketing strategy: