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How To Secure National Media Hits: Former Journalist Perry Krasnove Shares Top Tips

We are thrilled to welcome Perry Krasnove as a Media Relations Consultant at Ruby Media Group. With more than 20 years of industry experience as a PR strategiest, media specialist and media trainer, Perry has some great tips to share with you on how to increase exposure for your business.

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What is your philosophy about PR?

Using public relations to help build brands and establish industry thought leaders is a necessity, not a luxury. People consume their media through so many different avenues so they can avoid the clutter that comes from various forms of advertising. PR on the other hand, is a natural part of their consumption. When organically consumed, PR is one of the most influential forms of delivering a message. PR is about honesty and integrity. I always ask potential clients if they’d rather hear about the accolades of a product through a segment with Al Roker or on a commercial in an embellished setting. 9 times out of 10 the client wants to be validated through the words of Al Roker vs through a traditional ad.

Why is PR so important for emerging thought leaders?

Through PR, thought leaders can cut through the clutter and be heard or seen the way they want to be heard or seen. My philosophy about thought leaders is simple: don’t drink the Kool-Aid. A thought leader is most successful when they come across as an expert in their industry, not an expert in what they are selling. I’ve had success utilizing this tactic. For example, I previously worked with a Life Settlement CEO whose company buys life insurance policies from active adults. It is a part of the economic landscape that reporters, anchors and editors never want to talk about. I media trained him to become a retirement specialist and an expert. It turned out he knew the financial industry quite well. He ditched the life settlement “speak” and went on to do interviews with the goal of giving the audience a wide range of options. I pitched and earned him an interview on a national business outlet and he hit a home run. He was then invited to come back on the show for three consecutive months. He was then invited to be a part of “The Company” where he would be on the entire show as their “resident CEO.” I worked with him on the various subject matters that were going to be discussed. He became a sounding board on gun control, healthcare and Apple. Inquiries into his company spiked as viewers were able to watch him and saw him as more than a life settlement specialist or a CEO. They saw him as a human being they could relate to. PR at it’s finest. Thought leaders can have a huge impact on anything they choose to touch.

How has your background in news shaped your ability to craft stories as a publicist?

I spent so many years in the news industry at MSNBC that I look at media placements as news stories. I always ask, “What’s in it for me?” before I pitch any story and try to see it from the producers side. Once I find the answer, I can move forward because the producer, reporter, anchor or editor is asking himself or herself the very same question. My job is to not only make my client happy but to make my contacts in the media happy as well. If they are happy then their bosses are happy. Now I know I can go back to them again and again. Speaking engagements go the same way. You don’t want a “one off.” It’s not beneficial to anyone if no one comes out looking good. Every media placement and speaking engagement secured needs to be a long-term brand building experience. There is no top of the peak. There is always the next rung in the ladder. Continue to build equity with your base. I want to sell the speaker and the event planner on what the next speaking engagement can do for them two or three speeches down the road. It’s why I have been able to keep my contacts for the last decade. I can email them out of the blue and know they will get back to me despite receiving thousands of pitches a day. I also believe anyone can copy and paste a sample target media outlet list and tell you they are “targeting a comprehensive list of media outlets, including but not limited to…” but it takes a truly gifted publicist to move and flow with the client in a freeform manner. This is what creates strong working relationships between a publicist and their client. It’s what separates me from everyone else.

Any media relations tips?

You have to look at media contacts as people with lives and interests. Your basic tech reporter doesn’t just want the latest iphone; they like a wine or spirit, a customized pillow or the most innovative luggage. Those pieces that come out of product exchanges turn into some of the best placements because the reporter puts full heart and soul into the story. It’s personal!

Best way to build relationships with media?

I don’t like taking a cookie-cutter approach with the media and they can see when you have. Sometimes you have to work “the long road.” It’s where I introduce a spokesperson or a product without any intention of a true pitch in that moment. The idea is to put my client in their heads so they file it for future reference. Sometimes they come to me with a need, other times I come back with a pitch that’s not so out of leftfield now. But the one thing my contacts all have in common is this: they want it all on a silver platter for them. The less they have to do, the better. If you can make their job easier for them, you will become a valued source.

What are some critical elements to include in ongoing media relations to keep your business top of mind?

How much media can I secure? How impactful can this campaign be? Is this going to be as good as I think it will be? Will it make me want to do it again because it was so good? Anyway you slice it you are all in for “The Big Play.” Here are my top tips on scoring major ink:

Ongoing News Announcements- Post a steady stream of news such as new services, executive appointments, awards, etc. These sorts of activities should help keep your business in the media, demonstrating its significance as the most sought after firm.

Business Profiles- Editors at major business and trade publications are interested in interviewing key executives and writing stories about the company. I also recommend letting journalists and editors know that members of the management team are available for comment for trend stories.

Trend Stories- I recommend issuing pitch letters that capitalize on current trends and news items. This can help lead to inclusion in round-up and trend pieces.

Media– In addition to pitching print publications and broadcast outlets, increase your digital presence through blogs, websites and social media outlets.

Television Outreach- To secure broadcast exposure, pitch your CEO as a thought leader on business shows discussing trends in the industry, and any relevant hot topic that they could comment on.

LinkedIN Publishing- set up profile and publish your own content. Be sure to share on social media.

Contributed Columns-– become a regular columnist, Forbes contributor or secure a regular running piece in Huffington Post 
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Published Research Findings- A well-timed, content driven survey is time consuming and costs a lot of money but when done the right way, it can generate a massive amount of press.

Speaking Engagements– Speakers bureau – TED talk, Fast Company, Arianna Huffington events.

 


How to be a Facebook Superstar

Growing a business for your brand on social media takes a lot of trial and error. Here are our top three tips for creating a strong Facebook presence for your brand:

  1. Go Native: Wondering why your video or photo posts don’t attract more views? It could be because you’re not uploading videos and photos natively. When you use links, your posts lack the seamless integration and high quality that make native posts so appealing. To upload a photo natively, you must obtain the raw file and directly post it to Facebook. Additionally, you should always fill out all of the description choices for your video and photos. This descriptor information can help people searching online find your content.
  1. Think About your Audience: Do you know your audience? Are they using their phones to access social media or are they more likely to use a computer? Would they respond better to an email campaign or a paid search ad? These are important questions to think about for your audience in order to reach them effectively. Regardless of your audience, you should make sure your landing pages are mobile optimized, to increase search visibility and boost your page on Google search. You also cannot rely solely on Facebook to promote your business! Be sure to optimize all of your content to make it visible on the web.
  1. Stay Consistent: Don’t chase marketing trends or fads— they change so quickly, that by the time you’ve implemented something trendy, those hip marketers will be on to the next. Instead, focus on staying consistent with your content. Find a tone and brand image that work the best for your audience. By keeping consistent, your brand will appear reliable and trustworthy. Additionally, you will have a much easier time creating new content, as you’ll have clear-cut standards and procedures.

Of course, each brand has its own set of needs and challenges. However, these three tips are great starting points for all brands wanting to grow their Facebook presence!

What Facebook tips and tricks have you used to grow your audience? Share with us below!

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How to Use Facebook Graph Search to Increase Visibility

 

There’s a little known tool on Facebook that only those “in the know” seem to use effectively: Facebook graph search. We’re all for sharing knowledge, so we would like to shed some light on this accessible marketing tool.

Facebook graph search allows you to target your ideal audience. When you search on Facebook, results are sorted by people, posts, hashtags, and locations as well as your Facebook friends and extended network. You can use the graph search feature to find what’s being posted about your brand, as well as to find out your audiences’ buying patterns. A great way to use the search feature is to search “posts by people who like BRAND”— by doing this search; you can easily find posts from those within your audience. Once you have this data, you can further tailor your content to your audience and increase engagement.

Using Facebook graph search, you can also search by hashtags and find out what’s trending. When you search your brands hashtags or trending hashtags, you gain further insights. By monitoring your relevant hashtags, you can find what is and is not working and tweak accordingly. By monitoring hashtags that are trending, you can stay culturally relevant and show your consumers your brand understands them.

By using Facebook graph search you can learn, monitor, and properly engage your audience. You will also have an easier time keeping up with your competition. This simple Facebook search tool is actually a great tool in your arsenal to figure out how to reach your audience effectively!

(more info found at: http://www.socialmediaexaminer.com/how-to-use-facebook-graph-search/)

         

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How to Create a Cohesive Communications Plan

In today’s increasingly digital landscape, PR, Marketing, and Advertising are merging together at a rapid pace. Now, more than ever, it is important for public relations practitioners to return to their core value: being persuasive storytellers. We’ve found that the most effective forms of communication are all part of an integrated communications plan.

Here are RMG’s top 3 recommended approaches:

  1. Experiential Marketing: This creates an experience for the consumer to interact with a brand in a real-world setting. This face-to-face engagement leads to an emotional connection with the consumers, something that is necessary to reach GEN Y consumers. Experiential marketing can include branded festivals, pop-up shops, and behind the scenes tours. Experiential marketing is best used to enhance and complement traditional marketing campaigns.
  1. Social Media: Social media is something we use in our daily lives, so it makes sense that brands would be eager to use this medium to communicate with their consumers. However enticing social media may be, it is important to remember that social media is a tool and not something that can stand alone in a strategic communication plan. In fact, some campaigns do not need social media components at all because it would not be effective in reaching the target audience. If social media is the right fit for your audience, content must be kept short and sweet, as consumers are usually multi-tasking and have shortened attention spans.
  1. Native Advertising: This approach is similar to sponsored content. Native advertising is online advertising that appears like editorial content. This content can be a promoted tweet on Twitter, a suggested post on Facebook, or a full-page ad on Flipboard. Native ads have the tendency to go viral and are shared more often than content ads; however, it is important to remember that the information and tone of your native ads are still key in having a successful campaign. Without the correct information, tone, and placement, native ads will have a decreased likelihood of going viral.

These are just a few of the strategies that brands can use to create a successful integrated marketing plan. With the ever-changing state of communication today, we are always on the lookout for new and innovative communication tools and channels. What strategies have been most effective for promoting your business?

westchestersocialmedia                       Photo credit: mkhmarketing

 


Ruby Media Group CEO Kris Ruby Takes on The NYSE

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Did you catch Ruby Media Group CEO Kris Ruby on CNBC yesterday? Kris joined CNBC’s Retail Investor Roundtable live from the New York Stock Exchange and shared her stock picks, investing style, and where she sees the market heading.

Check out a clip below:

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Social Media Expert Kris Ruby of Ruby Media Group Weighs in on Baltimore Riots

Have you noticed a change in the way news is reported?  Citizen journalism has become an increasingly relevant form of communication in today’s connected world. The Baltimore Riots are a prime example of how citizens are spreading the news. Thanks to technology, we know the news before it’s reported. The police can receive warnings and share their updates easily and effectively. Thanks to social media, the world can keep up with the Baltimore Riots in realtime. Kris Ruby shares her observations about social media’s role in the Baltimore Riots below.

1. Citizen Journalism: Shows an increase in citizen journalism on social media. A lot of the videos that are going viral on this topic are all from individual citizens cell phones being broadcast on social media. Citizen journalism is again happening in Baltimore. We are relying on citizen videos to get the latest news and updates. Traditional journalism cannot keep up, so we rely on viral videos, tweets, and status updates to get the latest news.

2.  Use of hashtags to follow the riots in real time. You can keep up with riot updates through hashtags. For example, we know the Crips and the Bloods are joining together in riots because of hashtags, tweets, and updates from civilians. Relevant hashtags to follow include #crips #bloods #blackguerillafamily #freddiegray. They are also bringing back the #blacklivesmatter hashtag.

3. Police and National Guard are communicating via Twitter. The police are using Twitter to send out real time updates to citizens.  This provides realtime communication between the police and the community. The National Guard is sending updates and photos to Baltimore citizens and the world via Facebook. With social media, civilians can also communicate with the police and the National Guard, asking questions, commenting on updates, etc.

Baltimore Riots Kris Ruby Weighs In

Tinder sets age-based pricing tiers

With Tinder becoming one of the most popular forms of online dating, will tiered payment costs defer users from continuing to use the dating app?

Today Tinder launched a premium service called Tinder Plus. Users in the U.S. between 18-20 will have to pay $9.99 per month, and users 30+ will have to pay $19.99 per month. Tinder plus offers users the ability to have unlimited likes, rewind when swiping and even change your location to anywhere in the world with the passport feature.

But is the price for Tinder Plus really worth it?

The passport feature that allows you to change your location while traveling is helpful for those looking to create real world connections wherever they go before they get there. This is great for avid travelers or those looking to make new friends, but isn’t a feature worth paying for. The rewind feature that allows you to go back on a match is helpful but also not worth paying for. When have you ever thought, that was the love of my life I swiped past, I wish I paid money to be able to swipe them again?

But the biggest issue with Tinder’s new rollout isn’t the features- it is the age-based pricing tier model they adopted. This is Tinder’s first attempt at monetization, and the PR component of this launch was handled very poorly.

In an email to Bloomberg Business, Tinder spokeswoman Rosette Pambakian justified the price points by saying “lots of products offer differentiated price tiers by age, like Spotify does for students, for example. Tinder is no different; during our testing we’ve learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger.”

Tinder is trying to get an older subset of the population to subsidize the cost of operations of their core users. As Jessica Goldstein pointed out, Tinder is still not solving the basic problem of getting core users to pay for themselves. But that is only one of many problems for Tinder. Their CEO has already made headlines (and not in a good way). As a woman, this is one more check against wanting to use Tinder knowing you have to pay more after you reach the ripe old age of 30.

When I went to Santa Monica recently, I stopped on the pier and wanted to take a touristy photo. The salesman asked me, “Where are you from?” When I said New York, he said it would be $10 for the photo. The Malibu native I was with said, “Wait a second, I was just here last week and the photo was only $5.”

Sizing up your customer base and charging them based on what you think they are willing to pay vs. a standardized rate is wrong.  If Tinder wants to charge users for a premium experience, I have no issue with it. But at least charge everyone the same price. The price for finding love in this country should not have to literally double the second you turn 30.

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How You Can Use Social Media to Increase Valentine’s Day Sales

This Valentine’s Day, The National Retail Federation expects the average per person spending to top $142.31 this year, up 6.3% from expenditures in 2014.

So, how can you use social media to get a portion of the increased sales?  Here are some last minute tips for retailers to leverage social media this Valentine’s Day:

Tips

  1. Start a Valentine’s Day hashtag that will draw in your consumers for why they fell in love with your product.
  1. Create a special landing page on social media with an offer that is clearly trackable to see where sales are coming from.
  1. Boost special promo posts to reach a wider audience through Twitter or Facebook advertising. Without boosting a post, only 8% of your audience will see your post on Facebook.

Top 7 Marketing & PR Trends to Look Out For in 2015

It’s a new year, which means there is a whole new set of PR and marketing trends to look out for when planning your campaigns! Instead of sifting through all of the trends, we have done the work for you! Here are some of the top marketing & PR trends to consider as you lay out your 2015 PR plan:

1) Mobile is continuing to grow

As of 2014, 58% of Americans own a smartphone, which means 58% of the population has immediate access to the Internet right in the palm of their hands. To keep up with this trend, marketers must optimize their brands for mobile. Having your own and mobile friendly content is necessary to keep up with consumers needs.

2) Real Time Marketing is the optimal time to market effectively

Real time marketing is no longer just a good idea, but necessary for any successful communications plan. Due to the increased use and adoption of social media, responding in real time to customers will be a necessary function of B2C marketing.

3) Visual Content is the New King

Today’s social media-dominated society is seeing a steady increase in the popularity of visual content marketing. Studies have shown that 90% of the information the brain receives is visual, and our brains process visual content up to 60,000x faster than text. Posts containing, photos, videos, infographics and memes are easy to digest and make it even more enticing to “like” or “share” a post, which increases exposure.

4) Standard, text heavy press releases are going to become obsolete

Visual content in press releases is becoming more popular rather than text-dense press releases. Use visuals to cut through the expected press release mold and stand out.

5) Mom’s are a hot demographic to target

There are 82.5 million Moms in the U.S. who spend roughly $2.5 trillion annually. Do not underestimate the buying power of Mom’s! More women are becoming the financial managers of their household and using this information to make smart purchasing decisions. Think about how your brand can help a busy mother save time to appeal to this target demo.

6) Quality brand content beats out quantity

As always, quality supersedes quantity. You are better off having a handful of high quality content, than then releasing daily posts that will seem like white noise to your followers. spam to your followers.

7) The paid, earned and owned strategy is still relevant

With a well thought out strategy, paid media is still critical. Just because social media makes content more accessible, does not mean that the public has forgotten about traditional forms of media. Your overall PR plan should include an integrated communications plan for maximum exposure.

 


Digital Monogamy

Social media is a real challenge for anyone entering a new relationship (Business or personal!). Digital compatibility is a very real issue in today’s environment. For someone who is very plugged into social media, they can make quick judgments based on someone’s digital habits. For someone who could care less about social media, all of it seems foreign to them and irrelevant. How do you balance both when starting a new relationship in todays digitally connected world?

Digital Monogamy- Social media non-believers and social media gurus will have a hard time agreeing on this one. While a social media expert may want digital monogamy, the social media non-believer could care less.

If you are ready to cleanse your social media and be open to the possibility of a new relationship, be sure to clean up your social media and apply Ruby’s Digital Dating Karma Cleanse

Steps:

Un-friend ex’s on social media sites

Remove tagged photos of ex’s that may give the wrong impression to someone new in your life

Respect social media boundaries when tagging or posting about your date

Do not like others posts on Instagram that would be offensive to your significant other

Do not flirt through liking, following and cryptic tagging

Is it really that insecure to ask for digital monogamy? I say, absolutely not. In fact, it is a sign of security and respecting healthy boundaries- both offline and online. While the social media non-believer may see this as irrelevant, the digitally connected needs this to feel safe and secure. If you respect their boundaries offline, why not respect their boundaries online as well?

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If you don’t believe that digital monogamy is a real issue, be sure to click here to view what happens when this isn’t sorted out up front.