Thoughts from Shannon: Telling Secrets: Girls Weekend
Shannon Recommends: Happy Holidays: Your Guide to Free Year End Publicity
Feature Article: Building a Good Media List
Events & Highlights: What's Shannon Up To?
Media Profile: The Today Show, NBC Network
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! 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.
It was an all-girls weekend at my house, as Matt had meetings out of town.
The girls and I had a ton of fun. We went to the Albany Art Room, a space where kids of all ages can create art from a variety of media. Our favorites were sand sculptures, water painting, and beading.
We also visited my sister Erin and niece Bailey and did a bit of retail therapy, as I didn't think the girls were ready for their first spa treatment. (Actually, I thought the spa wasn't ready for the twins!) After getting new shoes, dresses and other fun goodies, we relaxed with an ice cream.
It turned out, Sasha was much more interested in Bailey's yummy flavor of black raspberry with chocolate sprinkles, than the vanilla ice cream she had. And Lyra simply enjoyed sharing secrets with her Aunt Erin.
Speaking of secrets, I also spent Saturday evening with Rebecca Murtagh, my good friend and colleague. We had dinner at her beautiful home and settled in to watch "The Secret," one of her favorite movies. Believe it or not, it was the first time I saw the movie. I always thought it was a bit too woo-woo for me. Surely, parts of it are.
But it reminds of an old African proverb which Ali Brown, the Ezine Queen, often uses: "When you pray, move your feet." After all, you can get your mindset on track, but without moving forward, you'll be where you've always been.
Are you moving your feet? Sometimes it's hard to take those initial steps. This week's ezine is all about helping you move forward. Check out the feature article, which shares with you exactly how to find the right media contacts.
I'm also sharing my secrets to getting holiday publicity in just a couple of weeks. Find out more here, or read the Shannon Recommends section for details on the "Move Your Feet" early bird price of only $47.
You will be heard!
Shannon
PS: I always welcome feedback. Let me know what you think about the ezine by emailing me at assist@beheardsolutions.com
*** Time's Running Out! ***
Early Bird Rate of $47 ends TOMORROW
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You've written a great press release and it's ready to go.
But the bigger question remains: who do I send it to?
Before you begin sending the release to anyone and everyone, take heed. By not targeting the release to the right person at the right media outlet, your release will simply go into the trash and you'll never gain the respect of any reporter.
So look long and hard at your perfect release. Who would be truly interested in it? Let's face it, Oprah probably doesn't care you have developed additions to your product line.
So look for publications and media that match your target market, not where you'd like to appear.
Where to find media listings?
Once you determine who you want to send the release to generally, you need to get all the information on the media. You can use the following to find who you're looking for:
- Surf the 'Net. Several databases are available for a fee. But you may find they are out of your budget. In addition, there are several free listings of media on the Internet. These are great for a start, but often leave out important contact information and may never be updated.
- Use the library. Most libraries have resource directories that list local and national media. Take a few hours and write down all the information you need. You'll need to remember, however, that since these directories are in print, many of the listings may be out of date.
- Use what you already have. A savvy person is already monitoring what's going on in their target market's media, often subscribing to publications and using RSS feeds & news alerts on the Internet. (Check out Google's News Alerts to create your own). Every time you find a story that is related to your topic, write down the name of the reporter and contact information.
- Don't forget you need to verify the information. Editors and the like often change roles or switch companies, so regardless how recent you feel the information is that you have, you need to call to verify it. Gatekeepers (the receptionists) can often be protective with contact names and employee information and very seldom just give this information away. Asking them to verify what you have can prove to be more productive.
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June 3, 9 PM ET (6 PM PT) Media and Marketing Free-For-All
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June 20 The Great Blog Off to benefit Accion International
Friends and I will be posting every hour live on Startup Spark.
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Morning program provides the latest in
international and domestic news, weather reports and interviews with newsmakers
from the worlds of politics, business, media, entertainment and sports. The
show features breaking news along with prompt coverage of worldwide events from
various locations around the globe.
Some Key People and What They Need:
Andrew Goldstein, producer - andrew.goldstein@nbcuni.com
Andrew is a producer, overseeing writing and research for feature
segments. He suggests that you watch the show before contacting him. Keep your
pitch brief and relevant to current events. You can mark your pitch embargoed
if you are pitching in advance. He prefers to be contacted by e-mail.
Matt Zimmerman, producer - matt.zimmerman@nbc.com
Matt serves as a Producer for Matt Lauer. He covers breaking news,
features and high profile bookings. He prefers to receive information via
e-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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twins!) After getting new shoes, dresses and other fun goodies, we relaxed with an ice cream. 
cream she had. And Lyra simply enjoyed sharing secrets with her Aunt Erin.
Before you begin sending the release to anyone and everyone, take heed. By not targeting the release to the right person at the right media outlet, your release will simply go into the trash and you'll never gain the respect of any reporter.
