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Get Free Publicity for Your Business as a Radio Expert

on_air In another Bigg Success Show Expert Session, we talked with Barbara Rozgonyi from Wired PR Works. Barbara is a consultant and speaker, helping people get more media attention for their business by positioning themselves as experts. Here are some highlights from our conversation:

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georgeEvery business owner today is looking, more than ever, for ways to gain a competitive edge and stand out. Yet we’re reluctant to spend money. So if you can find a way to get publicity for your company, it’s like free advertising.

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marylynnToday, we specifically talked about getting on the radio as an expert. Barbara, you have some great strategies to become a regularly featured expert on a few high profile radio shows.

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barbaraIt’s like anything else when you’re doing communications – you have to have a topic and someone to listen to it. What I’d like to cover is how to get a topic that will get a radio station interested. What is hot? Because when you’re contacting them, you need something that will grab them and their listeners. One way to do that is to diagnose the pain. What are people really having trouble with and how can you help them? I’ve found that there are three easy ways to find out what the hot topics are. Think of yourself as a newsmaker, a trend setter, and a talk tracker.

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georgeI really like that – newsmaker, trend setter, and talk tracker – the three easy ways to get up to speed on your topic.

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barbaraYes, and once you put yourself in the place of someone else, and give yourself some authority in your own mind, it’s easier to assume that position in front of people on the radio or even in your conversations with your clients on a day-to-day basis. Let’s talk about what it means to be a newsmaker. For me, the easiest way to be a newsmaker is to follow who’s making the news. One way to do that is with Google Alerts. Google has this service where you can sign up to track what’s going on with a specific keyword. So for any topic you want, you ask Google to track it for you. Then Google e-mails you a digest of sites and blogs where conversations are going on around your topic. It might be a survey, the results of a test, press releases and blog entries. There will be a summary, too. So you can look at those and collect each one of them so you have an idea of what’s going on right now.

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marylynnThis is how you begin to be the expert who knows what’s going on. You can use Google to get all of these notes and have your finger on the pulse of whatever your specialty is.

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barbaraExactly. That makes you really attractive to a radio show host or even media in general over time.

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marylynn
So, Barbara, now that you’re a newsmaker, how do you find receptive radio stations?

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barbaraThere is a site, Radio-Locator. If you go there, you can type in your zip code or your city and it will give you all the radio stations within the radius that you select. So that would be a good place to start.

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Visit Barbara’s web site, Wired PR Works where she has 500 articles on marketing and public relations. The articles are free and she’ll tell you more about getting free advertising!

In the Expert Session, Barbara shared so much more. She gives a tutorial on setting up Google Alerts, tips on alerts you might want to set up and an example of how to do it. Even better, she doesn’t use “techie talk!”

She also talks about:

  • how to be a trend setter
  • how to tap into the virtual water cooler to listen in on conversations about your industry
  • what you need to promote yourself to radio stations
  • the most important words to tell a radio host that guarantees you'll get more calls
  • what you should have in your promotional package
  • and much, much more in four tracks of about ten minutes each

The Expert Session is available as a digital download for purchase. Click here for The Bigg Success Show Expert Session with Barbara.

Thank you so much for reading our post today. We’ve all heard of “child’s play.” Check in next time when we discuss child’s work. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00269-112008.mp3

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615 Tips to Manage Your Business Better

By Bigg Success Staff
05-15-08

Bigg Success in Business

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Update to this article 11-10-17:

When we posted this article back in 2008, there was a source that equaled 615 tips for your business.

BIGG Thanks to to Tom Keller of Digital.com for letting us know that some links here were no longer working, due to changes to the SCORE website.  But if you visit SCORE.org and click “Browse the Library” you’ll find a tool that lets you narrow your search results to find resources that best suit your situation. Smart!

They also have a page with a round-up of small business trends.

Between these 2 updated links, we’re sure you’ll find at least 615 tips if not more for your business.

Original article (with links removed)

Need a tip on business planning? How about 55?

Want a hint on raising capital and managing your finances? How about 55?

Would you like a pointer on marketing and public relations? How about 65?

There’s a great resource at SCORE called Top 5 Business Tips.

On this page, you’ll also find pointers about sales, customer service, office management, human resources, training, leadership, legal, taxes, e-business, and the web.

All on one page. 615 tips spread over 123 articles!

These articles are short and easy-to-digest. There’s not a lot of detail in each article, but they make fantastic thought-starters.

In case you’re not familiar with SCORE, it is a non-profit organization aligned with the United States Small Business Administration. When you need help for your small business, and you don’t have money for high-priced consultants, check out SCORE, the “Counselors to America’s Small Business”.

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Marketing With A Cause

By Bigg Success Staff
01-31-08

Bigg on Small Business

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Cause-based marketing is hot … and getting hotter. So says a recent survey by Cone, the brand strategy and communications agency. Cone conducts this survey approximately every three years to track the evolution of cause marketing.

Here are some tidbits from their 2007 Cause Evolution Survey:

87 percent of the people surveyed said they would switch to a brand associated with a good cause, if quality and price are about equal. That’s up from 66 percent in 1993.

77 percent said they consider a company’s commitment to social issues when they make a decision on where to work. It was 48 percent as recently as 2001.

66 percent state that it is a factor in deciding where to invest their money, compared to 40 percent in 2001.

Customer. Employees. Investors. They all increasingly believe that businesses have a social responsibility in addition to their profit-making function.

"Cause marketing has come of age," says Carol Cone, chairman and founder, Cone, LLC. "Consumers expect companies to support social issues, and companies have responded in a variety of ways, from multi-year, multimillion dollar commitments, to something as simple as adding a ribbon to a package or ad and donating funds to a nonprofit. The 'ribbonization' is no longer breaking through—so, in the past year, the likelihood of consumers to use word-of-mouth communications has dropped. Companies must now identify the issues that have the most relevance for both target stakeholders and their business. And, their social issue programs must be authentic, sustainable, transparent, and well-communicated."

So you’re convinced. You want to do well by doing good. How do you go about it?

Pick a cause
Ninety percent of the survey respondents said that your cause should be related to your business practices. Leverage your strengths to make the greatest impact for the causes you support.

What causes match your values?

What causes relate to your line of business?

What competitive advantages can you bring to the causes you support?

For example, a homebuilder may help an organization dedicated to creating housing for disadvantaged people.

With that in mind, here are the four favorite causes cited in the survey:

Health came in first place, chosen by 80 percent of the respondents. There was a three-way tie for second place, with 77 percent of respondents selecting these issues – education, environment, and economic development (job creation, income generation, wealth accumulation).

Communicate your message
There are many ways to get the word out about your campaign – paid advertising, e-mail, events, and the internet, to name a few.

Your campaign should be in harmony with all your other marketing efforts. See if your partner for the cause will allow you to use their logo in your marketing materials. Encourage them to use your logo in their promotional literature.

Educate your constituents and let them know how they can help. Consumers are seeking out companies who back a cause they love and will spread the word to their friends when they find a good lead.

To get that word-of-mouth, you’ll need a message that informs and inspires. Educate people on the cause and tell the story in an emotionally-compelling way.

A final word
Your cause should be … well, your cause. First and foremost, it should be something you really believe in. You need to be able to articulate the vision – why it’s important to help out this particular cause, what your organization brings to the table, how it will benefit the community, and why people should get involved.

If you do it solely for profit, you’ll be disappointed. Cause marketing is a long-term strategy – not a one-time shot. Expect that going in – commit to consistently communicating a message over time. That’s how you’ll make a difference in your business by making a difference.

You can do well by marketing with a cause.

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