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How to Get Your Business Featured in Westchester Magazines

How to Get Your Business or Medical Practice Featured in Print Publications, Magazines and Newspapers!

PR Tips to Gain Exposure in Print

Westchester PR firm shares how to get published in westchester magazines

Learn how to break through the clutter even if you don’t have high-level media connections

HOW TO PITCH MAGAZINES

Wondering how to get published in print publications, but not sure how to go about it without PR insider advice and A-list media connections?

As an expert in healthcare public relations, I have secured hundreds of editorial placements for clients ranging from B2B to Westchester Doctors looking to increase media exposure.

You are in luck! I condensed over a decade of PR pitching experience to share with you how you can get your story told and featured in the print magazines you love most.

In this article, Kris Ruby, a PR Pro answers the following:

  • How do you get published in a magazine?
  • How do you pitch a magazine?
  • How do you write a pitch letter to a magazine?
  • How do I ask a journalist to write about me?
  • How can I get free press for my business?

Advertising Vs. Public Relations

How much does it cost to be featured in a magazine?

There are two ways to get featured in a magazine: buying paid ads or through editorial coverage. Editorial coverage is free, paid ads are not. Paid ads can cost thousands of dollars, whereas editorial coverage costs you $0.00, unless you are securing the coverage through a PR firm. A third hybrid approach to get featured in a magazine is called advertorials. These are a mixture of editorial and advertising, and cost just as much as paid advertising.  If you want to pitch your business or medical practice to the media, be sure not to pitch the advertising department. Advertising and editorial are complexly different departments within each publication.

Public relations secrets for getting your medical practice written about in newspapers

How do I get featured in a Magazine?

Everyone wants to know how they can get free press. The best way to answer this is to create a compelling story that journalists want to cover. But creating the story is only half of the PR battle. You also have to know how to format your ideas, who to send them to and when to send them.

Follow these 12 tips to create media magic to increase your chances of getting ink in your favorite print publications.

How to Get Featured in Magazines and Print Publications.

1. Create a spectacular image-driven website. Medical reporters and editors will go to your website first when considering covering your business or medical practice in the pages of their glossy magazine. Not only are they looking to vet you as a credible business or practice, but they are also looking with an art director’s eye at your corporate imagery. Does your company have at least a handful of gorgeous high-res images ready to run in print that are fresh and on brand? Be certain you use the “show, don’t tell” motto when it comes to brand imagery. Luckily, there are simple graphic design programs available to you today, so you don’t need to understand code to design an attractive web site.

2. Produce your own media. A common mistake that entrepreneurs and doctors make is forgetting to create their own media before, during and after big events or speaking engagements at medical conferences. Capturing multimedia (images, videos, memes and even livestreams) is more important than ever when it comes to digital PR. All of these assets can provide valuable social proof to an editor from a third-party perspective on why you are the best at what you do. Be sure to capture media before agreeing to speak at a conference. If you are doing all of these activities and not recoding them to leverage it in the pithing process, you are shooting yourself in the foot.

3. Hire a photographer.  If you really want to get your medical practice featured in a medical trade publication, you absolutely must have images available to include with the pitch. Newsrooms are short staffed and reporters don’t have budgets to send out photographers anymore. If you aren’t sure who should take good photos of you, look at the editorial images you like in a trade outlet. Within the first few pages of the publication, you will see the photo credits. Is there an award-winning photographer the magazine uses internally for editorial for shoots? If so, consider reaching out to the photographer for personal branding and lifestyle images. Then, leverage the images for your public relations campaign and share them with the media the next time they are considering writing about your medical practice.

4. Send images in the correct format: Jpeg? Tiff file? High res? Low res? No, this isn’t a foreign language; just standard formats for sending images. High-resolution images are required for print publication, but the huge files can clog—or crash—an editor’s inbox, so consider sending images via Dropbox or other cloud sharing sites. If you want to get your business written about in print, you must be able to follow the basic rules of file sharing.

5. Research the media outlets you are pitching. Targeting media correctly is an art and it takes a lot of time and pinpointed research. Most doctors we work with simply don’t have time to do this amount of daily research which is why they hire a medical PR firm. However, if you do have the time, be sure to conduct detailed background research of other local, regional and media outlets that you want your business or medical practice to appear in. Remember to focus on your niche and find the publication that would be most likely to feature someone with your subject matter expertise.

6. Determine the correct editor. Score! You have the list of medical publications you want to appear in ready to go. Next, it is time to determine which writers and editors at each magazine would cover your story. The goal is to find the golden egg: their email address. While this may sound easy, editors are especially adept at keeping their email addresses private. This is why PR firms pay big bucks to have instant access to media research and aggregation services (such as Cision). Plus, editors are notoriously busy and don’t have time to read every press release and PR pitch that comes their way.

7. Offer exclusives sparingly. It’s an unwritten media ‘no-no’ to pitch the same story to multiple media outlets. Two competing magazines don’t want to showcase your business using the same story angle. So, offer your story idea and accompanying media gallery as an exclusive first. If you get a polite ‘no thank you,’ then move onto the next publication’s editorial team while continuing to refine your pitch.

8. Nominate your medical practice for awards. Want to know one of the major PR secrets of getting your practice in print publications? Winning awards! While entering a professional contest may seem time-consuming and trivial, don’t pass on the opportunity. Professional award opportunities come with the major bonus of free publicity in print if you win. Even if you don’t win the award, editors keep a list of up-and-coming professionals on their minds for future story considerations. 40 under 40, Top Doctors awards or healthcare heroes’ awards are all great opportunities to increase exposure for your medical practice.

9. Maximize Social Media for PR opportunities. Use the multimedia you create for your medical practice to create a consistent pipeline of brand messaging and consumer engagement via your social media channels, blogs and web site. Regional editors are constantly viewing what’s trending on social media, so be sure to always include local hashtags and engage in online conversations with other healthcare influencers and media outlets.

10. Ask for the publication’s editorial calendar. Every year, magazines release a new upcoming editorial calendar, which highlights the specific features they will be covering in editorial as well as new advertising promotions. Be sure to time your pitch to something the magazine is already covering if you want an editor to feature your business or medical practice.Editorial calendars describe the theme of each new print issue. They are a great way to strategize your public relations campaigns and pitches around topics the magazine is planning on writing about.

Westchester Public Relations Firm for Doctors

Make sure your practice is within the magazine’s coverage area. Editors cover specific beats and locations. If your business is outside of the greater Westchester County region, then you may be wasting the editor’s time if you pitch a story that is outside of their coverage area. Be certain the editor immediately knows that your business is located within the publication’s editorial map. Use this as a key selling point for your local angle and why they should write about your practice!

You can get a better idea of a publication’s coverage area by requesting a media kit from their advertising department. Usually found buried inside a publication’s website (and downloadable as a PDF), a magazine’s media kit includes eye-opening information on readership demographics, advertising space details and the all-important editorial calendar.

Are you interested in hiring a public relations firm for your medical practice? Let’s chat! Contact us today for a consultation.

GET MORE MEDIA COVERAGE

How do I get media exposure for my company or medical practice?

PR TIPS RECAP:

Action steps:

  1. Identify which medical publications other doctors read most.
  2. Identify which local publications your patients read most.
  3. Pitch those publications. Voila!

Publicists are great at crafting detailed, yet short email subject lines that get the attention of top editors. Craft 3-5 different subject lines for your pitch before hitting send.

PR Insider Advice

For more PR Insider advice, click here to snag a copy of our new e-book How to Strategically Increase Media Exposure.

pr firm for doctors media tips

 

 

 

 

 

 

 

 

*Date last updated 2019

Follow us on Twitter @rubymediagroup and @sparklingruby

©Ruby Media Group, Inc. All Rights Reserved.


How to Score Local Publicity in Westchester County

westchester PR firm owner shares publicity tips for your small business

Photo credit: Lauren Kallen

When it comes to maximizing your publicity efforts, scoring a national media hit is usually a major goal, but if you are a small business, you may only need hyper-local publicity placements. For example, you’re a Westchester County doctor or owner of a small coffee shop and only want to establish a strong presence in your local community.

Here are ideas on how to get your business in the newspaper:

  1. Pitch trends: Are there new trends in the area or is the community undergoing a revitalization? Pitch a local business editor an article or segment about the revival. Ask other local businesses to participate and provide sources to interview.
  2. Give back: The media loves feel good stories. Raise funds for a local non-profit. At the event, take photos of the actual donation and invite the media to cover the event.
  3. Show me the money: Speaking of money, has your company saved by converting to energy-efficient light bulbs or using a technique that is environmentally friendly? The money or environmental editor of the might be interested in an article or segment.
  4. Cook it up: At holiday time, pitch recipes, ideas and cooking tips or tricks. For example, if you own a small coffee shop, pair the best foods and wine or share ideas on specialized coffees that you can give.
  5. Look around: What are other local businesses doing? For example, The Cecil in Harlem recently had an event with Esquire Magazine where they hosted a large party with top editors, who were able to taste their food and get to know and understand the restaurant’s concept. It was followed by a brunch with a DJ. Guests took photos and posted them to Instagram with specific hashtags.
  6. Pitch an employee: Maybe an employee has achieved something spectacular, so pitch them to the features section for a profile. You could also pitch them for relevant award nominations and submissions.

Here are ideas on how to get your business in regional broadcast media:

  1. Visualize the story. Pitching Westchester broadcast media is very different than pitching traditional Westchester print media. What will make your story stand out are your visuals. Think about how you can visually bring the story to life for television. Go out of your way to make your story aesthetically appealing to a producer. You can even add some props, such as a stunning table display, if you think it will add to the story.
  2. Tie it in. Give the producer a compelling reason to run the story now. For example, your pitch has a strong tie-in to a Westchester calendar event. For example, Ruby Media Group, a leading public relations and social media agency in Westchester, NY and the New York metropolitan area pitched and secured a story on The Cooking Realtors’ Tomato Sauce. It was the featured package on News 12 Westchester on Saturday at 5 pm. The larger trend was that this was a behind-the-scenes peek into one Westchester resident’s annual tradition that hundreds of Westchester residents participate in all weekend. By mentioning the fact that hundreds of county residents also do this, the appeal of the segment suddenly became a lot larger.
  3. Walk the producers through the process. After you’ve secured a segment, walk the producers through it. For example, we stirred the tomatoes and let the producer taste the sauce. We also had b-roll opportunities available to show the entire process from beginning to end to visually walk the viewer through it.
  4. Provide sources. Producers like when you have additional sources available. If you are hosting an event, have other attendees or sources available to talk to the press.
  5. Don’t forget the 5 Ws. This goes without saying, but if you want Westchester media to show up, be sure to provide them all of the relevant details in one condensed email: who, what, where, when and why. Also, provide correct spellings up front for all town names, resident IDs and interview names. The address of the location shoot and a phone number of a point of contact are also critical.
  6. Graphics. Be sure to capture tons of graphics before, during, and after the event. Many of these graphics can be used to promote the segment on social media (a must!) and to include in a post-event release for extended coverage. If you want to re-pitch the same segment when the event takes place next year, it is good to have accompanied graphics to help show what the finished product will look like. Get super creative with your graphics by combining screenshots of the press coverage with photos of the displays you created. We recommend using some of our favorite apps to create these pieces: PIP Camera, Photo Mirror, FotoFus, InstaMag.

Most importantly, get to know your local reporters and what beat they cover. By building a relationship, you will score more media hits because the journalists will remember who you are and include you in their next article or segment.

Like this post and follow me to read more posts like this one.

For more information, visit www.rubymediagroup.com or www.krisruby.com and follow me on Twitter: @sparklingruby and @rubymediagroup 

©2016 Ruby Media Group, Inc. All Rights Reserved.


How to Stay Relevant to the Media

westchester PR firm ruby media group

PR Tips: Insider Secrets for Securing Earned Media Coverage

Making The News: How to Get Press Attention

As a publicist for over 12 years, I know how to secure massive media coverage. Here are some of my top PR secrets and tips to scoring big earned media wins with journalists.

How do I get national press coverage?

Everyone wants to be featured in national media. But it is not always the best approach when it comes to PR. Why?

If you are a regional outlet, you may want to get more press coverage in local media outlets that can convert readers to new customers/ patients/ clients.

My PR secret for clients? The power of trade publications.

Trade publications are more likely to run a full feature story than national media or local media. Never underestimate the power of trade outlets when putting together a PR strategy.

How can I increase my media coverage?

Step 1: Identify Target Media Outlets 

What magazines and newspapers do you want to write about your business? Do you want to see your business featured in Forbes or Wired, or is your local newspaper the best place to reach your audience? Do you dream of being on The View or hope that, one day, your restaurant will be profiled on The Food Network? Before you can audit your PR campaign, you need to decide who your target media outlets are and, then, how to stay relevant and get their attention.

Step 2: Identify Your Target Audience

You daydream of being on the cover of Dr. Oz Magazine, but is that the best publication to reach your target audience? Does it establish you as a leader in your industry? To determine this, you first need to know who your target audience is. For example, your ideal customer is male 20-somethings, so ideally you want to be featured in a magazine such as Men’s Health, but if you are trying to reach a more upscale gentleman, your target audience would be more along the lines of Esquire.

Step 3: Pitch the media 

Now that you have identified target outlets, start pitching the media! Identify relevant story angles and timely topics that tie into the news cycle. We are not fans of DIY PR, so we suggest hiring a NY PR Firm to assist with the pitching process. Pitching the media involves a lot of details, short deadlines and superb writing skills.

How do I get sustained press coverage after I have already been interviewed?

Stay Relevant

In order for your business to succeed, you need steady media exposure. To do this, it’s important to stay relevant. One hit wonders in PR do nothing for your long-term brand equity. This is why we only work with people for a minimum of 6-month or 1 year agreements. PR is a commitment from the agencies side and the client side as well. It is important to stay in touch with what is currently going on in the media and utilize that to create new, timely angles and ideas to pitch to journalists and producers.

Conduct a PR Audit 

One of the biggest challenges people face with their long-term PR firms is that they struggle to come up with new pitch worthy ideas, or their creative ideas may go stale. You hear about businesses conducting accounting audits and even SEO audits, but you never hear about a business conducting a PR audit. We think that should change. When we start working with clients who have engaged numerous PR firms, the first thing we do is to conduct a PR audit. We look at all of the previous press placements they have received, and look for new opportunities for earned media coverage. It’s best to review and update your media campaign to make sure it is not outdated. A PR audit will help to secure more press placements in the media and, ultimately, achieve your goal of increasing business exposure.

Public Relations Audit Checklist

Use these 7 tips and strategies to conduct a thorough PR audit of your media relations campaign 

1.    Measure PR Results.  What have your PR results accomplished? Has your business been featured before? If so, why was the media interested and what angles resonated best? What media success have you already had? In publicity, history can repeat itself, because if a publication was interested in your business once, chances are that with a more current angle, they may be interested in featuring you again.

2.    Personal Branding PR. Are you establishing yourself as a thought leader? Do you have a blog and are you consistently providing content for your customers? Journalists and producers often scroll through blogs for ideas and to look for expert interview sources, so providing valuable content can draw media attention fast.

3.    Meet The Media. Have you met the media? Do you know the local business editor at a regional newspaper? Have you been in contact with the local news producers? Do local bloggers know about your business? If possible, arrange a media event at your business to meet the media. For example, a restaurant can open the doors for a media dinner to promote the launch of a new head chef. A winery can offer media wine tasting days, while a country club can offer the media passes to try out the new golf course and learn about what’s new at the club.

4.    Consider Sponsorship/advertising opportunities. In today’s publishing world, sponsors are important. Many local outlets have become pay-to-play. What does that mean? To secure earned media, you need to be a paid advertiser. Sure, every publications will say its not true, but anyone who has worked in the trenches from both sides of PR and Advertising, knows it is very true indeed! Once you commit to a sponsorship, your company could receive perks including advertorials and article placements. Yes, you’re paying for a feature, but it does open doors, and sponsored content provides targeted metrics to measure against.

5.    Influencer Marketing. Not only can you leverage influencers to attract your target customers, but other bloggers can draw attention to your business too. For example, if you are a fashion business, reach out to fashion bloggers to talk about your new product or clothing line. If you’re the author of a young adult book, there are a wide variety of young adult book bloggers with tens of thousands of followers. Approach them in a respectable, professional manner and pitch them the same way you would pitch to the editor of O or Esquire. Make sure your target audience matches the readership of the blog.

6.    PR Monthly Meetings. Every month, evaluate where your target market is and what topic you need to write about to secure earned media attention (and results!). For example, if you are a lawyer and are pitching an article idea to a journalist about the legal ramifications of deflategate on the NFL, it’s best to either tie it into the Super Bowl’s anniversary or when another similar incident happens. Any other time and the pitch just isn’t relevant.

7.    Spread the word. Once you secure earned media coverage, make sure you spread the word on social media so that other publications, bloggers and producers hear about it. If your subject is timely, stop posting about it when it looks like it might be out of date.

Finally, keep at it. To stay relevant, you have to stay on top of media trends as well as trends in your business and your competitor’s business. By doing so, you’ll be able to spot the right time to pitch the media about a timely topic, and you just might score the most successful media placement possible.

Have you hit a wall with PR results? You’re not alone! Contact Us for a Public Relations Audit of your press placements to date. Clients see an immediate revitalization of stale PR campaigns after PR Audits with our Agency. Call today to start increasing exposure for your business with fresh, creative PR ideas!

ABOUT THE AUTHOR 

Kris Ruby is a trusted media source and on-air contributor and frequently appears on Fox News to discuss digital trends and breaking news. Having appeared on 100+ national TV segments, she knows what is newsworthy enough to make it on air. By leveraging her media experience, Ruby crafts pitches that garner media coverage and establish personal brand authority in the market.


How to Avoid Deplorable Post Election Social Media Behavior

 

observer-logo

Politics on Facebook Etiquette

Are you ruining your Facebook friendships with political posts?

Here is how can you open up a political dialogue on social media without offending everyone you know.

Follow these tips:

1. Be mindful of what you are saying. Whether you love President-elect Donald Trump or hate him, do not put out sweeping generalizations such as, “If you voted for Trump you are an idiot and please unfriend me.” Many of us have been on Facebook and Twitter for so long that it’s hard to remember who we are are friends with (clients, colleagues, etc) and statements like this can’t be taken back.

2. If you are going to write a politically-charged post, be prepared to defend it. Chances are, if you write a strongly opinionated political post, half of your friends will attack you. If you do this, you aren’t allowed to get upset when your friends go to war against you. Instead, be prepared to defend yourself with facts—and to be sucked into a never-ending online fight that will drain you for hours.

3. Remember who your connections are. To the first tip, many are posting severe knee-jerk reactions without being mindful of who their connections are. When you have over 3000 “friends,” chances are some of them are valuable business aquaintences. Think very carefully before you post, because you will most likely alienate people you may want to work with down the line. If you absolutely must voice an opinion, consider using Facebook’s “list” feature to limit the content you share with a select group of contacts.

4. Establish a personal social media policy. Make it very clear to Facebook friends that certain words, derogatory phrases and general misconduct will not be allowed on your page. Put that out as a disclaimer before opening up a political conversation. If your friends continue to violate these guidelines, consider warning them and then ultimately unfriending them.

5. Weed out the trolls. Some people are going to argue with you about politics on Facebook regardless of what you write. Value your time and energy. If you are Facebook friends with these trolls, it may be time to unfriend them.

6. Don’t continue to engage. A political post on social media is meant to open up a conversation between friends of varying view points. However, this does not mean you need to defend yourself against single negative comment that comes your way. Let your community engage in the discourse as well. A big mistake people make is feeling like they need to respond to every comment, even if its not directed toward them, because the content is on their page.

7. Delete derogatory comments. This may seem controversial, but if someone leaves a racist, derogatory, or defamatory comment on your wall or page, you have every right to delete it. Do not feel pressured to keep something up that goes against everything you believe in just for the sake of the authenticity of the conversation. Deleting a derogatory comment is deleting something you ultimately (or hopefully!) do not believe in or want to be associated with in any way.

8. Take a break. Engaging in political debates can bring increased levels of stress and is a major energy drain. Don’t make the mistake of being glued to your phone for the next five hours after you post a political POV on social media. The conversation will continue with or without you. That is the purpose of these social media networks—intelligent debate and discourse.

9. Consider why you are posting. If you are posting to win a political argument, or to get the “other side” to see your point of view, chances are you’ll fail. Quit while you’re ahead. Political posts that are more neutral seem to do better. Anything that feels slanted or attacking one side will typically draw out very hateful rhetoric (even if that wasn’t your initial intention).

10. Fact check. Unfortunately, a number of fake news stories have been published at a rapid pace after the election. Try fact checking the source of the link you are sharing a few times before posting it. We have all been guilty of posting these links only to find out the next day that the link was false. If you don’t realize it is false, your network will, and that will open up a whole new can of worms.

This article originally appeared in Observer 


How to Respond to Negative Reviews Online

Negative online business reviews are inevitable – even companies with consistent 5-star reviews get a handful of 1-star reviews from time to time. The most common negative reviews concern the topic of poor service, which could translate into complaints like long wait times, dealing with rude employees, or overdue payments (to name a few). With the rise in review websites like Yelp and Trip Advisor, it’s more important than ever for companies to learn how to respond to negative reviews in a proper and timely matter.

You Received a Negative Review, Now What?

First off, accept that negative reviews are normal and common. If you don’t deal with your customers on a daily basis, this can be hard to see for the first time, so it’s important to be aware and accept it. Next, you’ll want to put together a plan to respond to negative reviews. Every business should have one of these plans put in place early on in their tenure, and the relevant team members should know how to respond to negative reviews.

Responding to Negative Reviews- Dos and Don’ts

Businesses must acknowledge their customers in order to inspire loyalty. Think of it this way – when a customer invests their time and effort to evaluate a business and they don’t receive a response, you could lose that customer. Be sure to respond in a timely matter – if you don’t, they will take their business elsewhere. Research shows that customer emotions become permanent with time, so it’s best for an effective intervention to take place as close to the experience as possible. Issue a formal statement addressing the complaint(s) and naming the steps you’ll be taking to resolve the issues.

You should never be waiting around for negative reviews to happen. Ideally, you’ll want to address any of these issues and intervene before those online business reviews are published. This allows them to mitigate the negative experiences and amplify the positive ones in the minds of customers. You can do this through your social media channels and your customer service email account, for example. Additionally, be sure to address and remediate poor reviews before launching an aggressive, proactive marketing campaign.

To combat any negative reviews, reach out to your happy customers and ask them to post their own reviews. You could also reach out to bloggers and influencers in your business’ niche and have them write about their experience using your product or working with your business. Lastly, invite those customers with poor experiences to come back when the issue is resolved (this could mean comping their next meal, for example).

It’s important to remember that online reputation management (like responding to negative reviews online) is a Band-Aid approach and not a permanent cure. If your business is proactive in seeking out and acting on your customers’ instant feedback promptly, you’ll not only retain existing customers but also add new ones through positive word-of-mouth.

Removing a Defamatory Review

Most established review websites and social media platforms allow you to request the removal of any defamatory reviews. It’s best to go to the website the review is posted at and look for their policy on the issue (often this can be found in their FAQ or Legal section, but a quick Google search can save the day if this doesn’t yield results). If your negative reviews are indexed in a search engine like Google, you can visit their Legal Removal Request page, which allows you to seek to obtain a judgment from a court declaring the statements in a review to be false, and then present the court order to Google with the goal of having the relevant URL(s) de-indexed from Google.

How to respond to negative reviews

 


30 Tips to Boost Your Instagram Marketing

30 tips to boost instagram marketing

There are 1 billion active users on Instagram every month, and every day, 4.2 billion photos are liked. With Instagram, the quality of the posts are much more important than the quantity. According to Forrester research, Instagram user interactions with brands is 400 percent higher than on Facebook and Twitter, delivering 58 times more engagement per follower than Facebook and 120 times more engagement per follower than Twitter.

The numbers speak for themselves: Instagram is a must for building your personal brand and business if you are looking to appeal to millennials. If you’re new to the platform or looking to increase your engagement, here are 30 tips to help you maximize your Instagram exposure.

30 Instagram Marketing Tips for Business:

1. Create the perfect Instagram username. Make sure your Instagram handle is recognizable and easy to search. Try to avoid using underscores or numbers in Instagram handles.

2. Use Instagram Stories. Instagram Stories are used daily by over 500 million users. Leverage this rising trend and build your audience by showing followers what’s taking place in your business behind-the-scenes. Pin the story highlights to your Instagram profile.  Fun fact: over 2 million advertisers are buying Instagram Story ads across Facebooks properties.

3. Geo-Tag. Be sure to utilize the location feature on each post to increase visibility using geo-tags. Add locations to all of your posts to increase search optimization and geo-targeting.

4. Create a branded hashtag. Create a unique and relevant hashtag for your business that followers can use. But be sure to heavily promote the branded hashtag at events and on marketing materials.  A custom hashtag is worthless if no one is using it.

5. Hold Instagram Takeovers. Utilize local celebrity influencers to drive traffic and engagement through cross-promoting content on both Instagram accounts. Here is an example of a successful Instagram Takeover we did with News 12 Anchor Tara Rosenblum.

6. Utilize user-generated content (UGC). Show appreciation for your followers by featuring them using your products or service. For example, Sharpie powers their Instagram account with fan-submitted doodles created with their products.

7. Switch to a free Instagram business account. Convert your personal account to a business account. This will enable you to track insights and analytics that regular profiles don’t have.

8. Use Instagram planning apps. To win at Instagram, you must be very creative and good with graphic design. Consider using an app like preview or Plann to lay out all of your upcoming posts in a grid before you click post.

9. Include a call-to-action. Tell people what you want them to do. This may seem simple, but it is often overlooked! If you are looking to increase sales using Instagram, consider running Instagram ads or boosted posts and include a CTA in any Instagram ads.

10. Weekday Hashtags. Use popular hashtags every day of the week to make it easier to get found in hashtag searches. These include #motivationmonday, #transformationtuesday, #wisdomwednesday, #tbt and #flashbackfriday.

11. Regram. Search for people who are mentioning your brand and use the Repost app to regram any brand mentions. Be sure to tag them and mention any associated Instagram handles in your posts.

12. Tag brands. Tag Instagram users and locations in posts to make your brand easier for new users to find. Also tag other influencers in your Instagram posts to get found in their tagged photos, but be careful not to spam!

13. Aspirational Instagram Marketing. Think of Instagram as a vision board for your business. Post photos that will inspire your prospective customers to be part of the lifestyle brand that is associated with your company.

14. Like and comment daily. An easy way to increase visibility is by liking and commenting on prospective customers photos. Through this Instagram marketing strategy, people will check out your account and are more likely to follow you back. Leave a comment on at least one photo per day to create a digital footprint.

15. Offer exclusive content. If you’re launching a new product or service on Instagram, try creating an exclusive promo and offer followers a unique code to track how effective the promotion was. Consider creating an Instagram carousel post to highlight the new content.

16. Run a photo contest. Use all images—even those that don’t win—as fresh content to help promote the brand. Make sure any contests adhere to legal rules by avoiding social media legal mistakes that can get you sued.

17. Focus on the story behind the post. The image may be the star and the hashtags may offer context, but the caption tells a specific story, highlights subject matter expertise, and gives insight into the context of the photo. Make sure it is formatted properly and use emoji’s sparingly.

18. Download editing apps. Use apps such as Afterlight, VSCO, Whitagram, Pic Stitch, Aviary, Hyperlapse, Quick, Bokehful, and Snapseed to edit photos. Studies have shown that photos using Mayfair, Inkwell, Amaro, Walden and Lo-Fi filters to get more likes and enhance your images.

19. Social Listening. Follow and monitor top trends to grow your brand’s awareness and stay on top of industry trends through a newsjacking strategy. Use social listening tools such as Mention or Google Alerts to monitor for brand Latergram, HootSuite or TweetDeck can also help with this process.

20. Analyze new followers. Get to know your followers to make posts more relevant to them. When someone follows you, follow them back and then analyze what your followers are interested in and what hashtags they use.

21. Run contests. Have an incentive for your Instagram community to share content and promote your brand with the use of prizes and giveaways. For example, National Geographic hosted a #MyAWAY Contest where users could upload photos of places that, to them, are an escape. On Instagram, they would tag the photos with #MyAWAY and at the end of the contest period, one lucky fan wins a digital camera plus goodies from NatGeo and Go RVing.

22. Reward your followers. Create lasting relationships with followers by using discount codes. Reach out and connect with influencers one-on-one. Brands that go the extra mile by rewarding their Instagram followers see better success rates.

23. Create a compelling visual aesthetic. Post photos that show the lifestyle of your customers, while staying relevant to your brand. Your account should be a balance of fun pictures and branded, promotional business photos. Make sure all images share the same aesthetic.

24.Do not over post. “Feed speed” is a critical factor of your brand’s Instagram success. There’s a fine line between agitating your followers by clogging their newsfeed and posting so infrequently that your followers forget you exist. Create a posting schedule and editorial content calendar that allows you to track what works and then decide which direction to take.

25. Post at peak times. According to a study by TrackMaven, the most effective days to post are Friday, Saturday and Sunday. Another study found that posting at 5 PM EST yields a higher engagement rate.

26. Leverage video. Use diverse visual formatting, such as 15 seconds of video or a cinemagraph (still photographs in which a repeated movement occurs.) Also consider leveraging Instagram TV (IGTV) for longer form video content.

27. Resize Graphics. Make sure all of your graphics are consistent using a graphic design software such as canva.com. Be sure to use Canva’s “magic resize” tool to resize images to spec to fit the Instagram specs.

28. Promote your Instagram handle. Connect your Instagram account to your website using social plugins and link your Instagram handle in your email signature to expand your reach. This creates an avenue for traffic for each social media site. Also consider making your Instagram account visible on Facebook.

29. Reverse engineer. If you’re trying to get prospects who may be interested in your services, think about their hobbies and demographic profile. Search for hashtags that align with their hobbies, such as #yachting #countryclub or #hamptons. From there, like and comment on their photos and follow them directly. They may even follow you back.

30. Measure. Observe when your followers are online and review performance metrics. What images and posts do your followers respond best to? Where are your new followers coming from? Is your brand growing or shrinking on Instagram? To refine your Instagram marketing strategy, it’s important to know what resonates best with your audience.

 

Finally, be sure to repost images that show your product or service in use, while also using hashtags where your optimal follower can be found. Also remember to respond in real-time to the latest trending content. If you receive a sales lead through Instagram Direct Messaging but respond four weeks later, the lead will be gone. Try to keep your followers entertained and engaged with educational and informative content.

By following these tips, you will maximize your Instagram exposure and, as a result, increase your brand awareness (and sales!).  Need help with developing your Instagram marketing strategy? Contact us today to learn more about our social media marketing services.

Curious to know how much Instagram marketing costs if you hire a social media marketing agency?

We break it down for you here.

 

Instagram Marketing Resources

5 Ways to Make Your Corporate Event More Instagrammable 

5 Reasons Your Social Media Campaign Bombed 

Instagram Marketing for Medical Practices 

 

 


How to Maximize National Media Exposure

social media agency expert kris ruby fox news

 

Score! You just landed a hit on a national TV show. But now you may be wondering, how do I maximize the appearance? The truth is, the most important part of the hit isn’t the actual hit. It is what you DO with the hit before, during, and after. To make the most of it, you have to ramp up your social media efforts and make sure you are creating engaging content.

Don’t wait until after the interview is over to start promoting it and getting your followers involved.

Live tweet: Start by encouraging fans to live tweet with you before, during and after the show. For example, one tweet might be, “Have any questions for @yourname on @Nameofshow? Tweet them to us before #nameofshow at 8 pm.” According to ExpandedRamblings.com, 47% of people who follow a brand on Twitter are more likely to visit that company’s website, so it’s important to be active.

Use your audience to promote: Simply ask your Twitter followers or newsletter subscribers to help promote the appearance. Fans love to help their favorite thought leader gain more notoriety.

Integrate social media: Be sure to tag and hashtag the media outlet and handles of any interviewers in all tweets mentioning the show. This will show the outlet that you are socially engaged and are interested in moving eyeballs to their network.

Search hashtags: If you really want to see what everyone is saying about you on Twitter, search “all tweets” and search for the hashtag of the show, mentions to the show, mentions with your handle, and any relevant content. Sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle. Remember, that sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle.  If you are a frequent On-Air Commentator, you may want to purchase a monitoring app, such as Mention, which will aggregate all of the social mentions for you.

Share behind-the-scenes moments: Fans want to see more than what they just see on television, so while you are in the green room, tweet a photo or post one on Instagram. If there are other guests in the room, take photos and share them on your social media or create a Vine. Be sure to tag the people in the photo!

Increase viewer engagement: Until it’s time for your appearance, host a live Twitter chat, answering behind the-scenes questions. This builds an ongoing relationship with your audience.

Ask questions: Questions require answers and that leads to interaction. For example, after the show you can tweet, “What did you think of the segment?” “Did I wear the right dress?”

Stay positive: Social media builds relationships with your audience, but one negative post can ruin it all. Stay positive and be aware of what you are posting. If something does go wrong, learn how to take a digital detox. For example, if you post something questionable – a photo or a tweet – that offends a core part of your audience, remove it. Stay away from social media for a while.

Close the door on drama: Tweeting includes responding, but getting involved with someone else’s drama can be a big mistake. Know when to stop.

Pull in a team: If you will be wearing a special brand, tweet to the brand before the appearance and let them know. Most likely, they will retweet you. This increases the likelihood of them putting out their own tweet or post promoting it that you could then retweet. Ex. “Love the outfit @InfluencerX is wearing on the segment? Get it here.”

Once the appearance is over, continue tweeting links and clips, posting photos on Instagram and Facebook or promoting a Vine from the green room. Post the appearance on your blog.  Do as much as you can to maximize the appearance and engage with your audience to publicize it even more.


Top 5 Reasons to Hire a PR Agency

westchester pr agency

Why Public Relations Is Important For Your Business

No matter how small or large your company is, public relations is an important tool for your business. An effective public relations campaign can help to get your name, and your company, in the media. A well-focused public relations campaign can establish you as an expert or thought-leader in your field by making you a go-to resource for journalists and broadcasters. It can also put your products right in front of the consumers who you are trying to reach.

There are many aspects to running a business, so it’s important to leave the public relations responsibilities to the experts. If you are a doctor, you should focus on being the best doctor in your field. If you are an entrepreneur, you should be the best CEO in your industry. Let a public relations expert handle your publicity. Here’s why:

Why you should hire a public relations expert instead of going the DIY PR route:

PR is time-consuming: Your time should be focused on being a doctor, CEO or entrepreneur and let the public relations expert focus on getting publicity for your business. PR requires a lot of work and back and forth with journalists. Your time should be spent doing what you do best, not pitching yourself to reporters and learning the ropes of media relations.

PR firms have media contacts: Do you know who the local newspaper editor is? Or how to reach local bloggers who will write about your business? Probably not, and even if you tried to learn them, do you really want to spend time negotiating influencer marketing contracts? Public relations experts know who to contact and how to best contact them. Additionally, publicists will know the best angles to pitch them will have developed ongoing relationships with them.

PR firms know how to package stories: According to this article, the average American attention span in 2013 was 8 seconds. Public relations experts know how to develop content that will reach your audience quickly and keep them engaged, whether it’s for six seconds (the length of a Vine video), 8 seconds or 30 minutes.

Publicists are experts at crisis control: All it takes is one disgruntled employee who tweets something negative about your business or uploads a detrimental video to YouTube (and it goes viral) before your business is on the receiving end of a major public relations crisis. Before you even have time to react, your public relations firm will decide on a course of action and respond appropriately, making sure that you come out looking much better in the end.

Public relations campaigns are cost effective: Bill Gates once said, “If I only had a dollar, I’d spend it on public relations.” There are public relations campaigns for every budget, whether you are a startup business or you have been around for decades. The first step to creating a PR campaign is to identify your goals and then develop a plan for reaching those objectives. A public relations specialist can do this for you. Earned media coverage is always worth exponentially more than the ad equivalency of paid media.


How to Maximize Press Coverage on Social Media

westchester pr firm social media agency rmg

 

If you have a massive blitz of publicity for your medical practice and do nothing with the press coverage, you are setting your money on fire. Half of publicity is getting the press mention. The other half, and more important half, is what you do with it to build your brand.

How do you leverage media coverage?

Congratulations, you were interviewed in Dr. Oz Magazine or your business was featured on the homepage of Yahoo and the article has now gone viral. You’ve secured a huge press mention, but instead of just popping the bubbly and celebrating, get on active on social media ASAP and maximize the free earned media buzz!

Wondering how you can get more added value from your media coverage and press mentions?

In addition to tweeting out the press mention on social media, here are a PR Pros top tips to make sure that you lengthen your moment in the media spotlight.

How to Leverage Publicity

The definitive list on what to do after you get media coverage

Share the article link: Let your customers, patients and followers know about the press coverage. Share the press link on your company’s social media networks and with clients that may benefit from the content shared in the article. If you have an email newsletter, be sure to include the link to the press mention. However, put more than just the link. Instead, you should also give your readers something they can use from the article such as a valuable piece of information they can use to enhance their day. For example, you could write, “Here is the best tip that John Smith gave to Oprah to make your holidays happy,” rather than, “I was quoted in Oprah!”

Thank the writer: Include both the writer of the article and the media outlet’s Twitter handles in a tweet and thank them for the coverage. For example, tweet “Thanks @writer and @magazine for the great mentioned of my practice today @linktoarticle” and post something similar on your Facebook page.

Clip the press mention and add it to your web site. Whether it’s a one-line quote or an entire feature article, keep a record of all press coverage secured to date on your medical practice. Clip the article, add it to the press list and include all relevant details.  You should also post the clip on your company’s website. If you do not already have a special press section on your website, add one immediately. A press section of your site will build a platform for you in the media and can lead to additional press opportunities with journalists and products. Journalists and producers like to use medical experts who are trustworthy and have previous experience working with the media. Your press section shows that you are reliable and provide great quotes.

Quote it:  Pull out the best quotes written about your company or medical practice and include them in your media kit. For example, you could include Dr. Oz Magazine calls ABC medical practice the ‘best new thing since sliced bread.’ A quote like this should be prominently displayed on your website and in your media kit.

Leverage the publicity for other PR pitches: When you send out press releases on your medical practice to the media, be sure to include “Ann Smith was featured in Dr. Oz Magazine” at the top of the release or pitch. Sure, being interviewed in your hometown newspaper or your college alumni magazine means something to you, but when it comes to impressions, a national press mention will make a huge splash.

Display the press coverage on a plaque: Imagine walking into your office every day and seeing the Dr. Oz Magazine article up on the wall. You will smile and keep working harder every time you see it. Plus, it will inspire and build trust with your patients and increase retention rates with your current patient base. There are companies that turn articles into plaques that you can prominently display on your wall. Also, be sure to send the article to other media outlets that may want to do a follow-up story.

Checklist to maximize press coverage

To recap, here are 10 actionable ways to amplify your earned media coverage:

  1. Email the link to your network and sales team.
  2. Thank the journalist, reporter or producer for including you.
  3. Add the press mention to your web site.
  4. Add the logo to the “As Seen On” logo reel of your site.
  5. Add the article link in your email signature.
  6. Order a plaque of the press mention and display it in your office.
  7. Share the link on your personal and corporate social media pages.
  8. Post a teaser of the press in your Instagram or Facebook story.
  9. Send the press mention to other journalists who may need you as a source on the topic for future articles.
  10. Keep a running list of all press mentions to have available if a reporter asks to see other places you have been quoted.

Extend the shelf life and value of your PR mentions by following the above tips!

Remember, if you get PR and no one knows about it, PR is virtually useless. PR is not just about getting the mention. It is about what you do with the mention to propel your brand forward that matters most!

Any skilled publicist can get you media mentions. What separates a PR strategist from a regular publicist is their ability to put all of the press together to build a personal brand for your practice that makes you the go-to expert in your field. Building a brand requires serious vision. It is just not about getting press mentions. If you are ready to take your brand to the next level, we should talk. We do more than just get media. We build brands that are household names.

How can I improve my media coverage?

The number one way to improve your media coverage is to not rest on your media laurels! No one wants to quote a doctor who hasn’t been quoted by anyone else in the past decade!

The unfortunate reality of media relations is that you are judged by the last press mention you scored.  So, if your last press mention in the national media was five years ago, the media will seriously question your credibility. It is not a good PR look for your brand to be stale. Earned media ten years is not the same as relevant media secured this year.

The media wants to see that you have kept current with industry trends in the field of healthcare. Press from five years ago won’t carry you to be a credible source to get more press this year.

Press must build on other press mentions, which is why it is so imperative to have a media relations specialist who can pitch you to the media on a frequent basis.

If you are still using press from five years ago to promote yourself, your brand is outdated. Don’t worry, we can help!

Are you getting the most mileage out of your PR wins?

As a healthcare PR firm for doctors, we are always on the lookout for new ways to attract the media’s attention. Contact us today for a free 15-minute consultation to start driving more press traction to your practice.

Like this post and follow me to read more posts like this one.

For more information, follow me on Twitter: @sparklingruby 

© Ruby Media Group, Inc. All Rights Reserved. Date last updated 2019


Six Steps To Get Booked On National Television

kris ruby fox news

Everyone wants to be on TV, but not everyone knows how to position themselves as an expert in order to get booked on TV. Whether you are working with an agency, a publicist, a TV booker or directly with a producer, here are the top things you need to do to maximize your chances of frequent on-air success:

  1. Brand yourself in a specific category. Producers are looking for subject matter experts to comment on breaking news stories, recent studies or trends. They want to work with specific experts as sources who can speak to highly technical content in a specific vertical. Brand yourself as the go-to expert in a niche category.
  2. Stay on top of industry news. Set up Google Alerts on the top keywords associated with your industry. Read the news daily to stay on top of industry trends.
  3. Personalize the news with your unique view. After you have identified a breaking news story you could comment on, write out your hit points on the topic. What is your unique opinion or slant as a subject matter expert on the story? What are the top three points you would want to get across on air if you had the chance to share your view on the story?
  4. Create a custom media list. Identify the producers who are covering your beat. Once you have identified them through Cision, Vocus or even Twitter, create a customized media list in Excel with their contact information. Only target producers who actually cover the type of news you want to speak about.
  5. Watch the shows you pitch. Do your research before pitching. You can be more effective getting booked on TV by watching the shows you pitch by looking for trends and the types of guests that are booked.
  6. Repeat the cycle. Continue to repeat the process as new stories come out in your field. Be persistent. Sometimes, your hit points could be great for a segment but the producer wants to go in a different direction. Other times the producer may love your points but already has someone else booked. If you want to make a name for yourself in the news, you have to be part of the news cycle.

As long as you continue to craft targeted, timely pitches to the right people — and stay on top of the news cycle — you too can start building your brand with TV appearances.

* This article originally appeared in FORBES

©2016 Ruby Media Group, Inc. All Rights Reserved.