How to Use a Press Conference
July 23, 2009 by Dr. Letitia Wright
Filed under Wright Ideas
This article will explain the purpose of a press conference. It will give you recent examples of poor use and tips on how to set up your own successful press conference.
Press conferences have a purpose. You gather together press to make an announcement or give them information that will fuel their writing or talking about you in their media. You want bloggers to blog about your, the public to give you information, TV people to talk about your, radio people to report about you, and newspapers and magazines to write articles about you. In extreme cases, you want the kidnappers to give your loved one back. You have to give some information or facts, and then everyone can take it from there. People may ask questions that you have to deal with or you can say sorry, no questions at the end and walk away. It?s like a buffet, you put it out there, and people take what they need or want and leave. You cannot control what is written about you. You can greatly influence what is written by how you handle the Press conference. Always remember, YOU are the one invited people to the party, so it better be good.
Here a few bad examples: Sara Palin (you knew I would go there): First of all, get a sitter for your children. The beginning of her press conference, you have to try and hear over her child. Holidays are a great time to get a story out because most media staff is out. She gives the history of Alaska, talks about Alaska?s purpose and destiny. She talks of her administrations accomplishments and uses the example of working tirelessly for Alaskans. Not being from Alaska or living in Alaska, at this point in the press conference, I do not care about anything she has said yet. She is proud to take credit for hiring the right people and not taking a pay raise. She praises her team and says she wishes the media would tell them more about how good they are doing.
Palin explains why she is not taking any federal dollars. Then she says again, you don?t hear about the good stuff in media. Take a hint lady, you cannot speak badly about the press and then want them to carry a message for you. First she says Alaska has had to use tax payer money to deal with the investigations. Then she says that she has personally incurred over $500k in legal bills to defend herself and she has to deal with this instead of working for Alaska. She says she is making a choice to build up and fight for Alaska and work hard to support others who seek to serve. She says she doesn?t need a title to make a difference and help people. She is setting her state free to progress by not seeking re-election and immediately transferring the power to her Lt. Governor. I understand not seeking election. I am not sure why she cannot finish her time in office. She uses an analogy and tells us she is using one. Please do not assume the media is stupid and think you mean everything literally.
She uses the term Politics as Usual over and over again. And Talks about polling her kids (not her husband). One day she tells us her details. She talks about Trig being mocked by people, yet, there he is, in the public. You cannot have it both ways. Have your children in the media and no one talk about them. Strangely she says the world needs more Trigs. I have not seen the media make a comment on that, however, I am sure it?s coming. She says she is putting first things first and first she loves her job. She says she is calling an audible and passing the ball so her team can win. 2o minutes of a speech that says nothing but I am stepping down. When you do not supply any facts, then the media will make it up. They have to say something. They have to justify the time they spent on your story. It?s best to say something so they do not have to make it up.
Another bad example is one of the first Press Conferences from Michael Jackson?s Family. Upon his death, not many family members were talking. However, the press did find Joe Jackson, his father, who promptly announced his new record label. I think someone did tell him to stop talking to the press directly after that. If the press has questions for you, just answer them.
Here are some tips for good results from a press conference:
1. Give some real facts that have to do with your real reason for being there. General historical facts do not count.
2. Do not bad mouth media during your press conference
3. Control the environment. The wind and your baby crying can be a great distraction.
4. Speak slowly. Trying to talk fast makes it sound like you are not sincere.
5. Make the press release as visual as possible, have plenty of photo opportunities
Need more tips on PR? grab the free ebook by emailing proof@getresponse.com
How to Use a Press Conference
July 23, 2009 by Dr. Letitia Wright
Filed under Wright Ideas
This article will explain the purpose of a press conference. It will give you recent examples of poor use and tips on how to set up your own successful press conference.
Press conferences have a purpose. You gather together press to make an announcement or give them information that will fuel their writing or talking about you in their media. You want bloggers to blog about your, the public to give you information, TV people to talk about your, radio people to report about you, and newspapers and magazines to write articles about you. In extreme cases, you want the kidnappers to give your loved one back. You have to give some information or facts, and then everyone can take it from there. People may ask questions that you have to deal with or you can say sorry, no questions at the end and walk away. It’s like a buffet, you put it out there, and people take what they need or want and leave. You cannot control what is written about you. You can greatly influence what is written by how you handle the Press conference. Always remember, YOU are the one invited people to the party, so it better be good.
Pragmatic Branding – Small Business, Big Image
July 15, 2009 by Dr. Letitia Wright
Filed under Featured Articles, Wright Ideas
By Wendi Brophy
Branding Impacts Your Success
All businesses, great and small, start with an idea. From huge multinational conglomerates to your neighborhood pastry shop, somebody thought “Hey, This could actually work!”
Unfortunately, an idea is not enough to start a business. From investment to management know-how, there are thousands of ways a business can find success – or failure. One thing nearly all companies have in common is that they need to assert control about how the public perceives them.
This public perception can be swayed, directed, nourished, and influenced by your branding strategy. And your branding strategy can be used to help your business thrive by creating a professional image and growing with it.
Small Business, Big Image
It’s easy to think of branding as what large organizations need to actively develop. The truth is quite to the contrary – small businesses can make great use of branding. In fact, small businesses need to focus on creating and managing their image just as much as large corporations.
Creating a professional image doesn’t need to be complicated, it doesn’t need to cost a fortune, and you don’t need to own an about-to-go-public company. No matter what the size of your company, creating a professional image will instill customer confidence in your business.
Would you buy a service from a web site that didn’t appear to be professional? The answer is probably no. So, how can you create a professional image for your small company? How can you be pragmatic in your branding strategy, if, for example, you can’t afford to host focus groups, advertise in print publications or sponsor community events? You can be resourceful, both budget-wise and creatively.
Visual Branding Makes a Impact
Start off by developing a logo and slogan for your business that succinctly represents what you offer. Its purpose is to visually, quickly and memorably telegraph how your business is different from others, including the competition.
The look and feel of your logo, your visual representation, should reflect the qualities you want the public to associate with your organization and how it is positioned uniquely from other companies. Does your company appeal to a young, party-going market segment? Choose bold, bright colors and funky message. Trying to attract established business? Stay with corporate colors and a benefit message.
Creating a big image isn’t just about the graphics you choose, a slogan or tag line can repeatably send your message. Think of tag lines that convey what you want people to associate with your firm: “The name you can trust,” or “Your #1 Source.” Use a descriptive or emotional phrase that may not use these specific words, but communicates a sense of expertise, loyalty, benefit or trust.
To make your business stand out from others, first brainstorm about what your company represents or what people will experience while using your products or services. Craft a slogan that uniquely differentiates what your business offers.
Marketing Tip: Create a really compelling and useful combination by balancing the logo and tag line – make one emotionally appealing and the other more descriptive of your product or service.
Maintain continuity as you carry your theme into your web site, collateral and signage as well as in the new media marketing tools like an internet video commercial or webinar slide presentation. Innovative and effective tools are a way growing your brand image that others will see as integral to your corporate image.
Act The Part
You have created your logo, defined your slogan – what is next? To develop a brand, you need to follow through with good practices so your customer’s experience is aligned with your brand. From ensuring that work is done to the customer’s expectations every time, to making sure your employees maintain your standards, you will brand the company from within and it will reflect outwards.
All companies start small. Creating a brand now allows your company to evolve with it as you grow. As your company changes, your brand will adapt, but today’s core elements, such as commitments to product quality or customer satisfaction, will likely remain the same.
Mary W. Brophy is a writer, serial entrepreneur and creative force behind a new handbag trend – personalized logo bags. Her company, Bizz Bag, Inc., gives business people a fashionable way to flaunt their logos on handbags and shoulder bags. To see a savvy and innovative promotional product that creates brand staying power,
visit http://BizzBag.com.
