Donald Trump: PR genius or nightmare?

“Let’s be more like Donald Trump.” Wait – what? Bear with me; he’s not all bad from a PR standpoint.

“No Such Thing as Bad Publicity.” Do you really believe that? Donald Trump certainly seems to.

Politics aside, you kind of have to admire the man for his apparently limitless ability to be in the news at all times. And not quite in a Kardashian kind of way. There is a rather large number of people who seem to like what Donald Trump says and does, and those who don’t like him definitely like talking about him. (Among all likely voters, 61% now say Trump is likely to be the official Republican presidential candidate.)

In the PR world, your message is vital, but the way you present it is just as important. As my mother always says, “Always tell the truth, just don’t always be telling it.” Trump takes this a little too far, telling it just like he thinks it is, whether it is true or not.

Trump says what he thinks, apparently without fore-thought or consideration for the consequences. His words make his listeners and readers sort of crazy, but they certainly don’t allow anyone to ignore him or take him lightly. The very controversy in his message and delivery has ensured his notoriety and therefore popularity. He is always in the news because he is always making the news. Instead of waiting for things to happen to him, he finds ways to make things happen.

Though he does frequently err on the side of too much negativity, his straightforward, no apologies kind of talk has proven effective – and the PR world can learn from it. We too often take the safe route, the politically correct sentence that is sure to offend no one – the kind of sentence that no one will notice and no one will remember. To create action, we must use language that creates emotion. While we don’t need to go quite as far as Donald Trump and make our audience hate us, we can and should take a few more risks.

So, let’s be more like Donald Trump while not being quite as Trump-y as he is. Let’s be more proactive and more direct in 2016, creating more emotions and inspire more actions in our audience.

How to Get the Media’s Attention

By Peg Booth

If you’re an author, whether you are working with a publicist or not, it’s very important to keep in mind that part of your success is being able to answer the who, what, why, when and how for the media and its listener base.

We’re all curious about the latest trends, breaking news, innovations, interesting and unique people or products – and the media is exactly the same way. Imagine creating a new trend with your book or ideas. Imagine giving the media a brand new angle for coverage of a saturated topic.

Creativity is key to providing the unique news-hook for your book or your platform so that the media wants to feature you. Authors must think about how their book applies to the hot issues of the day – it’s a constant and ever-changing focus. One of the basic questions to ask is, “Is my story relatable? Does my story tap into something that people are worried about or an issue that might be controversial?”

For instance, some very prevalent issues as I write this column are the environment, the economy, civil unrest and war in parts of the world, the family crisis in terms of parenting and stresses on family, diets and healthful living. Each day a new opportunity presents itself to pitch your story forward in a meaningful and news-worthy fashion.

Think how you can be part of the news discussion almost in real-time, as it is happening. Don’t discount your opinion and how it might be valuable to many other associated topic interviews beyond your book.
Whether it’s hard-hitting news interviews or feature pieces, the key for you is to be able to successfully tie-in these larger issues to your book or your platform, and speak effectively on those when you are tapped by the media.

Reporters and media need credible sources, and you are the best possible source for them as long as you’re well-versed in your topic area and you are armed with verifiable facts.

The media is counting on you to be the expert, to elevate the discussion and help everyone progress to a deeper understanding of the topic or subject manner. If you think of several different angles for the story, this will help you in creating something unique from your expert perspective.

Asking questions is crucial to this practice. Who is important in this story? How will my interview impact the listeners, and why should they absolutely be listening? How can I effect change in their lives through this interview?

The media aims to establish significance of any story for their listener base, and they rely on their guests to help them do that. The more a news story applies to current events and topics, or is relevant to the listener community at large, the more opportunity and success you’ll have to be a featured expert.

It’s Never Too Late for A Boost of PR

By Peg Booth

In this competitive book arena, both online and offline, it’s still very important to empower your book’s visibility with PR outreach. The good news is that every book has a reader; in fact, with the Web’s reach, many books are finding new readers daily even if they’ve been out for awhile. But it’s not enough to coast along with your book’s profile on Amazon and do nothing, not if you want to increase book sales. This is where PR comes in.

There are a few things that you can and should do to give your book every chance for success. Every author needs to have a website or a blogsite so that readers can easily find you and find out more about your book. We can’t stress enough how important it is to be visible in the online world. Having a Facebook page, a Twitter profile, even a Google+ presence can dramatically help people get to know you and your book. People are now searching for experts and authors on Facebook almost as often as they are on Google. As Facebook continues empowering its search capabilities, that number will continue to grow. Having a clean, professional looking website for people who find you on social media can be the difference between making a fan, and getting nothing.

The power of the Internet is that online you also have the book bloggers to reach out to for good PR and reviews. Whether you use a full-service media agency or plan your own blogging campaign, the book bloggers are important and should be respected as any other offline media person. As we look at print publications slowly moving more and more of their editorial content online, you might have the best of both worlds with hybrid reviews that are featured online and offline all in one.

Keeping your book at the forefront of the current news and happenings will give you additional and empowering ways to highlight your book and your ideas. Always look for the news hook as you make your way toward success, and keep your PR firm in the loop with your ideas. After all, you’re the expert on your book; your ideas are what your audience wants to hear.

In PR there is a saying, “Pitch new and often.” What that really means is that you always want to find new ways of pitching ideas and you want to continue to pitch no matter how many “no’s” you might receive.
In the midst of pitching your book as many different ways as you and your PR professional can come up with, it is vital to maintain a fresh, vibrant online presence through your website and your social media profiles.

So even if your book is months past its publication date, by using all of these tools, you and your PR team can improve visibility and sales. It’s never too late.