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How To Land Great Media Attention For Your Thought Leadership – Forbes

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Part of Kathy Caprino’s series “Thought Leadership and Impact”

As a writer and a Forbes contributor for over 9 years, I’ve received hundreds of questions from new and emerging thought leaders and writers who wish for more media attention—for their work, books and services. Given the meteoric rise of social media, I’ve seen too that people are hungrier than ever for attention, seeking validation for who they are and what they’re doing. And an obsession with “vanity metrics” (rankings, ratings and viewership, for instance) is on the rise as well. But as anyone who believes they have something important to share with the world knows, it’s a compelling dream and goal to spread that message to a wider audience.

Over the years, there are numerous questions I’ve received repeatedly from strangers, all around how to get more great media attention. The most common questions I’ve heard are:

1) How can I become a Forbes contributor or get the chance to contribute on other reputable sites?

2) Will you please cover my work or business in your blogs?

3) May I contribute a piece in your blog?

4) How do I get the media interested in my new book or podcast?

5) How do I get more followers who are truly engaged in my work?

6) How did you build a large following on LinkedIn and other social platforms?

7) I’m wondering why my posts aren’t going viral or getting engagement, where other people’s are, when I’m writing on the same topics as they are. 

Enticing the media to cover your books and thought leadership is an intricate process that requires more than hope and desire, or a “good idea.” There are numerous key elements and factors that members of the media are looking for in what they cover. And there are certain criteria that your content needs to meet successfully in order to elicit interest from the media.

To learn more about how to land great media attention for your work, I caught up this week with Norbert Beatty, Associate Director of Fortier PR. For over thirteen years, Fortier PR has represented Pulitzer Prize winners, seventeen #1 bestsellers, and over 100 bestsellers by authors ranging from Scott Galloway to Kim Scott, and books by 33 of the Thinkers50 list of the world’s leading business thinkers including Jim Collins, Clayton Christensen, Seth Godin, Marcus Buckingham, and Amy Edmondson. They supported journalists like Maria Bartiromo, virtually every publishing house, and the CEOs, presidents and/or founders of Starbucks, Facebook, Alphabet, Google, GM, JetBlue, BP, Southwest Airlines, Procter & Gamble, AT&T, Citigroup, Deloitte, and many more.

Beatty is an award-winning PR professional who has worked at Fortier PR for over eleven years on the books of such bestselling authors as Stephen Covey, Martin Lindstrom, Tony Hsieh, Harvey Mackay, Chris Brogan, Jerry Colonna, David Meerman Scott, Chester Elton, John Gerzema, John Jantsch, Carmine Gallo, Isaac Lidsky, the CEOs or founders of The Ritz-Carlton Hotel Company, Zappos and more.

Fortier PR is the firm I chose to help me spread the word about my new book out this summer, The Most Powerful You: 7 Bravery-Boosting Paths to Career Bliss.

I asked Beatty to share his take on what it takes to get great media attention for one’s book or podcast, and what emerging thought leaders need to understand about best PR practices. Here’s what he shared:

Kathy Caprino: From your view as a PR expert in the world of business books, what makes a media-worthy idea, book or podcast?

Norbert Beatty: Like the media, we search for fresh voices or perspectives; new ideas or concepts that address challenges in business, our careers or companies, the economy or the ways we live today. As PR strategists, we craft pitch ideas and qualify them using a kind of litmus test to ensure they are compelling, timely, actionable and concise.

Today’s media have limited time, and like their audiences, they look for new concepts presented in a bold, fresh and counterintuitive way. They want current examples, emerging data, and research or evidence that support these concepts. Whether it’s an idea, book or podcast interview, must-have qualities include a fresh, new perspective; evidence that supports it, and new or unexpected examples or cases that enable us to better understand how it affects audiences today, or will in the near future. And as many of today’s business challenges are not entirely “new,” we need to ensure that the ideas and sources we pitch offer new value, adding fresh aspects or applications.  

Caprino: What is the media looking for that helps them say “yes” to covering one project and “no” to thousands of others?

Beatty: It’s the elusive “secret sauce” of a winning pitch. In addition to the foundational qualities I noted (compelling, timely, actionable and concise), the media seek new data, trends, and research; solutions to current problems and challenges facing our businesses, careers, or society. And of course, colorful, well-told stories from passionate, credible sources.  

As publicists, we craft these “irresistible” pitches in a variety of ways.  First, we help determine the elements in a book or project that are most likely to impact target audiences such as business readers, leaders, managers, investors, entrepreneurs, consumers, and others. Then we ask questions like “What makes this concept particularly compelling today?” and “Is the perspective authentic, unique and supported by credible sources?” And finally, “What findings or research best illustrates the central issue or argument you present?”  Answers to these questions and others help us to craft a pitch that attracts media attention, and inspires influencers and tastemakers to shape public opinion—ultimately driving sales and success for a project or campaign.   

Caprino: What role does a great PR team play? How do they make the difference for an author, writer or podcaster?

Beatty: In my experience, an effective PR partnership begins with clear communication and collaboration. Working closely with a client and their organization, we establish their goals, strategies, messaging and definition of success. With this understanding, strategic planning, positioning and execution, we partner with clients to reach important goals and target audiences.

Through carefully selected target outlets, outreach and opportunities, you can achieve measurable results, in terms of publicity, heightened awareness, and sales growth. Plus you can achieve inroads to strategic partnerships with professional associations and corporate events, offering greater credibility to help you access your next level. 

Caprino: What do thought leaders (or emerging ones) need to understand about getting great media attention that so many don’t right now?

Beatty: Getting media attention involves a careful process of building relationships, and maintaining them over time. And good publicity can be equal parts art and science. While the best campaigns offer clear-cut messages and timely opportunities, there is no single turn-key campaign or one-size-fits-all solution.  

Customization is critical, and results rely upon strong relationships and attention to detail, thoughtful messaging, sourcing media opportunities and such basics as strong, concise language, and meeting deadlines. And it is important to remember that publicity can be a long-term investment, as its impact takes many shapes and forms over time.

If an author prioritizes both solid reviews and winning bestseller status, they may find that even with abundant positive reviews, interviews and publicity features, sales results can take time. And while we’ve had great success in guiding authors to reach bestseller lists, success is defined in many ways. It is often helpful to adopt a long-tail view of building public opinion, and understand the value of sustained sales results that keep delivering. 

Caprino: If you were standing up in front of 1,000 writers or podcasters today, teaching about this topic, what would you tell them are the five biggest mistakes people make in trying to get great, positive media attention. How are they missing the mark in what they’re doing now?

Beatty: They need to avoid these common mistakes:

Not Positioning Yourself—by failing to carefully define your unique selling proposition (USP) upfront vis-a-vis competitors or others in your space, you face enormous missed opportunities. Nailing this first step is critical.

Oversimplifying—while your messages must be clear and concise, avoid underplaying their nuanced points of difference. 

Hype—hyperbole, overpromising and over-stating claims. You simply can’t be all things to all people. Nor would you want to be. So avoid the overstated language and build credibility over doubt. 

Spamming/hyper-frequency—repetitive sales pitches: we’ve all fallen victim to them, taking an otherwise effective message and destroying any chance of acceptance. Avoid this at all cost (“do unto others”) and keep track of messaging and outreach carefully.

Follow-Through—failing to follow up (or follow through). It’s the #1 issue behind lackluster results. Delivery and attention to detail are top priorities that make the winning difference. 

Caprino: What’s the difference between true engagement from others vs. “views” and “followers” (vanity metrics)?  

Beatty: True engagement is personal; your message needs to resonate deeply with an audience to elicit a personal response, conversation or true call to action.  Simply “following” someone won’t often result in true “engagement.” While your number of followers can reflect a level of audience acceptance or receptiveness, it is no indication of true engagement. 

Caprino: And what are 5 key strategies emerging thought leaders can employ to create more buzz, attention and engagement in their work?

Beatty: Here are five key strategies:

  1. Prioritize Messages — as a thought leader, you need to identify the key messages that will distinguish your cause and call-to-action. Invest the time and thinking upfront, and map out effective, bullet-proof messaging. And remember to use clear, concise language that avoids too much jargon and industry-speak.                                        
  2. Build Community – Building alliances pays great dividends. Your community is vital, and your message allows you to keep expanding it. Focus on connecting with customers, clients, media, and other influencers to keep growing that community and creative ways of reaching them.
  3. Contribute or Giving Back – Support like-minded audiences, groups and organizations, as they support the many causes that are meaningful to you and your audiences. Contributing valuable time, content, wisdom and resources to these groups will advance your mission and messages (and reflect well on you).  Explore opportunities to contribute to media and social channels, from Forbes to LinkedIn, and other outlets that attract the mass and niche audiences most important to you.  
  4. Speak – You’ve done the interviews, and see powerful engagement with the media and their audiences. Now it’s time to take your message on the road. Speaking events like keynote addresses and panels (including many virtual opportunities in our Covid-19 age) deliver great impact and buzz-building for your book or platform (and of course, generate sales including valuable bulk orders).
  5. Choose Partners – When it comes to effective PR, you can’t do it all alone. Teamwork will multiply your results. A solid partner (PR firm or publicist) can advance both the quality and quantity of your exposure, and help leverage your existing relationships. Talk to colleagues, clients and competitors, and consult with those who can offer battle-tested thinking and results.

In the end, the key is to make your message memorable; you have a uniquely singular voice, so be sure it resonates and makes its mark in the world. 

For more information, visit Fortier PR.

To develop your thought leadership, check out Kathy Caprino’s free resources on Building Your Authentic Thought Leadership and read her new book The Most Powerful You: 7 Bravery-Boosting Paths to Career Bliss.

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Scripps' stock rockets after $2.65 billion ION Media deal is backed by Warren Buffett – MarketWatch

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Shares of E.W. Scripps Co.
SSP,
+12.03%

rocketed 43% toward an 8-month high in premarket trading Thursday, after the TV station owner confirmed a deal to buy the broadcast network ION Media for $2.65 billion, in a deal backed by Warren Buffett. As part of the deal, Buffett’s Berkshire Hathaway Inc.
BRK.B,
-0.79%

will make a $600 million equity investment in Scripps to help fund the deal. Based on Scripps’ stock closing price of $10.47 on Wednesday, the investment represents about 57.3 million shares, or roughly 70% of the shares outstanding. Berkshire was the Scripps’ second largest shareholder before the deal, with 5.7% of the shares outstanding, according to FactSet. Berkshire will also receive a warrant to buy an additional 23.1 million shares at $13. The Wall Street Journal had reported earlier that the deal was near. Scripps expects the deal will yield $500 million in synergies and be “highly accretive” to earnings. “For more than 70 years, Scripps has been dedicated to local broadcasting and the markets we serve with an unparalleled commitment to quality objective journalism, community service and stewardship of the public’s airwaves,” said Scripps Chief Executive Adam Symson. “Now, with this national broadcasting acquisition, Scripps will be the largest holder of broadcast spectrum, poised to take an even greater leadership role in the development of future business models that leverage ATSC 3.0 and spectrum to benefit the American people.” Scripps stock had dropped 33.4% year to date through Wednesday, while the S&P 500
SPX,
+0.51%

had edged up 0.2%.

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Social media marketing mistakes | Inbound Marketing Agency – Browser Media

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Mistakes happen, unfortunately. That is a nearly unavoidable part of life. However, there are steps we can take to avoid making certain mistakes… especially in social media marketing. It offers huge benefits to brands and is an extremely advantageous tool to add to any wider marketing strategy. In today’s world, if your business isn’t on social media in some capacity, you’re already two steps behind your competitors. 

That being said, if not done correctly, social media marketing can have a negative impact on a brand. There are a number of common mistakes that many brands make on social media that will be hampering their social media strategy. Below are five of the most common social media mistakes that marketers must avoid. 

1. Blanket sharing on each platform

Treating each social media platform in the same way is a common mistake that many brands will make. Every social media platform has its own set of guidelines that need to be considered when posting, additionally, each algorithm is unique to each platform. As a result sharing the exact same post on all social networks is setting you up for failure. 

We understand that time and resources can be limited, and as a result, sharing the same post on Twitter, LinkedIn, Facebook, etc can save a lot of time. However this means each platform isn’t being used to its full potential. For example, on Twitter, there is a character limit so posts need to be short and straight to the point. Whereas on LinkedIn you have more to work with and can be more descriptive in your posts.  

2. Incomplete profiles

In my opinion, this is one of the worst things a brand can do on social media. Taking the time to fill out all the relevant information on your page shows potential customers that you are willing to put in time and effort, and you’re taking social media seriously. 

I draw from personal experience: If I come across a social media account that is only half complete, I’ll be clicking off it very quickly. A lot of potential customers will use social media as a way to get in touch with a brand, and if your account doesn’t provide that kind of basic information you’re going to lose these customers. 

One of the best ways to think about social media is an extension of your website. Imagine going onto a brand’s site to find it has been half completed and is missing information. What image does that portray?

3. Neglecting the importance of engagement

A lot of brands will think that simply posting on social media is enough, but it isn’t. Success on social media is all about engaging and being active on the platform. The more active an account is, and the more they are engaging with others, the more likely their posts will perform well. 

In addition to impacting engagement, staying active on social media is important for building a relationship with your audience. If your customers need a quick response it’s common for them to take to social media to get in touch with a brand. Therefore, it’s good practice to ensure you are staying on top of comments and messages, and to try to reply as quickly as possible. This can be difficult as your accounts and following grow, but can be easily maintained using a social media management tool.

It’s called social media for a reason, the idea is to be social. Think of these channels as a place to build relationships with your customers, as opposed to a pure sales platform.

4. Only sharing internal content

Linking back to the previous point, a common mistake a lot of social media marketers will make is to solely share their own content. While of course, it’s important to drive users back to your site, if you want to grow your account you need to be sharing external content. 

The main benefit of this is when you are sharing someone’s content it gives you the opportunity to tag them in the post. Hopefully, they will then see they have been tagged and potentially engage with the post by liking, sharing, retweeting, etc. Their audience will then see they have engaged with the post, further increasing its reach. 

5. Lack of planning

This is potentially the most common social media marketers’ mistake. It can be easy to overlook the importance of planning and think you can just post an update as and when. Poor planning can make social media marketing a huge waste of time and money. 

Before starting a social media campaign it’s important to set goals, work out a budget, and have a plan of action for how to achieve these goals. Social media marketing should be approached in the same way as any other marketing campaign and requires adequate planning to understand how success will be measured and the resources required to reach your goals. 

These are just a few of the common mistakes many marketers will make when using social media. Ultimately, a social media marketing campaign is unique to each brand and should be tailored around the goals they have laid out.

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Advocacy group urging social media platforms be held accountable for content they publish – inbrampton.com

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One of the advantages of the internet is it provides a wealth of knowledge to anyone who has a device that can access it.

However, one of the downsides is with so much information available, a lot of it is unverified, while some of it can even be so inaccurate it becomes harmful.

Because of this, many believe social media companies, such as Facebook and YouTube should be held accountable for the information shared on their websites.

A new research report released by watchdog group FRIENDS of Canadian Broadcasting argues these companies should be considered publishers, and thus held accountable for user-generated content published to their platforms.

Our elected officials don’t need to create new laws to deal with this problem. They don’t need to define harmful content, police social media, or constrain free expression in any new way. All government needs to do is apply existing laws,” Daniel Bernhard, Executive Director for FRIENDS, said in a news release.

“But if a judge decides that content circulated on social media breaks the law, the platform which publishes and recommends that illegal content must be held liable for it,” he continued.

In their defense, social media companies have argued that they simply function as bulletin boards that display user-generated content without editorial control–they posit that it would be impossible to discover illegal content from among the 100 billion daily posts.

Platforms such as Facebook claim to advertisers that they have technology that recognize content users post before it is published and pushed out to others.

Additionally, Facebook routinely exercises editorial control by promoting content users have never asked to see, including extreme content that would land other publishers in legal trouble, as well as conceals content from users without consulting them–another form of editorial control.

Facebook and other social media platforms have complaints processes where they are alerted to potentially illegal or otherwise objectionable content. Yet it is their own community standards, not the law, which dictates whether they will remove a post,” George Carothers, director of research for FRIENDS, said in the same release.

“Even then Facebook employees say that the company does not apply its own standards when prominent right-wing groups are involved,” he continued.

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