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Thoughts from Shannon: Facing challenges

Shannon Recommends:  Buy two ebooks, get one free

Feature Article:
Extend your 15 minutes by recycling your publicity

Events & Highlights: What's Shannon Up To?

Media Profile: The Best of Our Knowledge

About Shannon: Find out more about this award-winning presenter, author and publicist.

Marketplace: Great Offers From Great People

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Be Heard!
May 20, 2008

Volume IV, Issue 10

Published weekly.  You are on our list because you asked to be. To change your subscription, see link at end of the ezine.

Be Heard! is the free weekly online newsletter for entrepreneurs, solo professionals, consultants, coaches and small business owners that will help you learn the secrets to attract more targeted clients and customers through publicity and promotions.

Was this forwarded to you from a friend? Get your own copy in your inbox every week by signing up today here!

Please add "beheardezine@cherrycommunications.com" to your email friends list, so you won't miss future issues.


It was almost three years ago, but I remember the day as if it were yesterday. I was all alone getting a routine sonogram. She said, "There's baby A and there's baby B."

"What? What did you say?"

"Didn't the doctor tell you? You're having twins."

And there began a new chapter of my life. Just a couple of years later, I was again in a doctor's office. All alone.

"It seems your daughters have Pervasive Developmental Delay tendencies, or PDD. It's on the Autism spectrum."

It was shocking and disappointing, but expected. My girls weren't talking. And even though many said it was just a 'twin thing,' my heart and my mind told me something was wrong.

The girls are now getting early intervention which includes speech therapy and occupational therapy every day. Matt & I are seeing gains with them all the time. This weekend, for example, Lyra said, "Papa," my grandfather's name, for the first time. And Sasha sang her ABCs with her cousins.  It's working, slowly.

But I can't tell you how frustrating it is for me as a professional communicator to struggle to communicate with my own children. I must admit, I was even a bit embarrassed about it. I began telling people slowly. And  so many have really reached out to me to help and inspire me. People like Judy Finneran, Heidi Richards, Ja-Nae Duane, Tammy Munson, Marilyn Jennet, Kate Powers, and Susan McCool. It's so wonderful to have such a network of supporters - many of whom I've never met in person! (The true power of the Internet!)

It will happen for my girls, I know it. It will take time and effort. But I know they will succeed. We have the best help we can get from dedicated professionals who are here every day providing therapy. Our wonderful au pair, Golf, works constantly to develop the girls' language. 

Sure. We had to adjust our expectations, especially about what the experts call 'developmental milestones." But using every resource available to us - expertise and support, love and dedication -  we are seeing progress.

Your communications and publicity efforts will succeed too. It may take time and effort, but you can't give up.

You, too, can get the support you need as well. Find resources, like this ezine and other things at your disposal, that can help. And use them.

In honor of my lovely twin daughters, who give me double the pleasure every day, this issue is packed with lots of twos. In this week's feature article, you'll learn about how to make your publicity do double duty simply by retooling it. And my buy two, get one free ebook sale is still going strong until month's end. (You have two weeks left to take advantage of it!)

Until next time, you will be heard!


Shannon Cherry

Shannon

PS: I always welcome feedback. Let me know what you think about the ezine by emailing me at assist@beheardsolutions.com



Buy 2 ebooks, get one free!
Spring Cleaning Sale

It's out with the old to make room for the new.

You can get all three of Shannon's highly-recommended ebooks for the price of just two.  That's only $19.90 for three content rich ebooks that can help you with your publicity.

To take advantage of this special offer, go to http://www.beheardsolutions.com/springclean.htm

But hurry, when the sale ends at the end of the month, these ebooks will be gone FOREVER!



Recycle your publicity - for even more bang for your buck!

Once most people get media coverage, they're usually happy with what they got. Sure, a couple of copies are made, and put in a scrapbook or stuffed in a file somewhere. But that's the extent of it.

A savvy entrepreneur knows that the initial media coverage is only the beginning: the hits just keep on coming.

So how do you extend those fifteen minutes of fame into something more?

If your story is in print:
  • If it's national story, send a press release to the local press about your media coverage. I did this when I appeared in Newsweek and Parenting Magazine, and got a ton of local coverage. Plus, now local reporters look to me as an expert in parenting.
  • Write a letter to the editor to follow up on the story a few days after it appears. Talk about some points left our of the article, or add new information that you've discovered since the article appeared.
  • Get permission to reprint the story from the publication. Make it look great and send it to prospects with a well-written marketing letter. And don't forget to post it on your website.
If your story is broadcast:
  • A couple of weeks before you appear, send out a notice to the media, prospects and current customers, letting them know you're sharing information on the show.
  • Tape the show, or ask for a copy of the tape. If not already in a digital format, get it done. Post highlights of the audio/video on your website. Offer the complete digital program as a bonus to a program or product.
Some other ideas:
  • Add an announcement to your Signature (Sig) file. After you sign your name and contact details, add a line that you've been featured in the media, with a link to where people can find it on your website.
  • Send the reporter who interviewed you a thank you note, and include info on what topics your can also be interviewed on in the future.
  • Announce your media coverage on your social networking media such as Twitter, Facebook, My Space and your own blog.

With all the ways to recycle and reuse your publicity, you'll never run out of ways to extend your celebrity status.



"Surviving the first few months with twins"
iParenting.com, part of Disney Family Group

Christmas in July: How to get much-coveted holiday publicity for yourself
Two-part teleclass
June 11 and 18, 8 PM ET (5 PM PT)
more to come soon!



The Best of Our Knowledge - WAMC/Northeast Public Radio
318 Central Ave.
Albany, NY  12206
(518) 465-5233
FAX: (518) 465-2823
 
Here's the scoop:

Since 1990, The Best of Our Knowledge has highlighted breakthroughs across disciplines throughout the country, putting the listener in touch with the men and women at the forefront of their fields. Each week, the hosts examine some of the issues unique to college campuses, look at the latest research, and invite commentary from experts and administrators from all levels of education.

Some Key People and What They Need:

Glenn Busby, Producer - gbusby@wamc.org
Glenn leads the on-air content and direction of the program as Host and Producer. He focuses on issues of higher education, including college campuses, new teaching methods and courses. He is also interested in stories about teachers, students, education reform and school violence. He accepts guests but not those who are just promoting a book or product. He prefers to be contacted by e-mail or mail.
 

Editor's note: I've done my best to make sure these contacts and their details are accurate. But remember, it's best to check to make sure!


Shannon Cherry, APR, MA is the founder and president of Cherry Communications, which includes the subsidiary Be Heard Solutions. She works with small business owners, nonprofit directors and entrepreneurs to help them to be heard.

For more than 15 years, she's been turning people's thoughts and ideas into clear, concise, compelling stories - the kind that stand above the rest and get noticed.

In addition to her consulting work, Shannon has co-authored two books: Be Your Own Great & Powerful: A Woman's Guide to Living a Real, Big Life and Parenting Beyond Belief, an Amazon best seller for more than eight months. She is also the blogger behind, Startup Spark, one of the top 60 business blogs in the world.

She is also a professional speaker, who has presented internationally on the topics of media, public relations, marketing and parenting.



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Disclaimer: Neither Be Heard Solutions, Cherry Communications nor Shannon Cherry endorses the accuracy or reliability of any of the paid advertisements above or the quality of any products, information, or other materials displayed, purchased, or obtained by you as a result of an offer in connection with any ad. Please do your own due diligence BEFORE purchasing any product.

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