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communications

THE BIG BOOK OF TIPS
Social Strategy Tips
Tips To Grow Your Business
(in 140 characters or less)

PR, Marketing &

audiences ud e c

By: Cyndy Hoenig (@cyndyhoenig) & Heather Lytle (@hlytle)
www.hlmediapartners.com

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© 2010 by H&L Media Partners This work is licensed under the Creative Commons Attribution 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/us/

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#1 pet peeve of journalists. People who call and pitch not knowing what they cover. Do your homework.

100’s of engaged followers will do more for you than 1000’s of token ones.

After a pitch, make sure you give several contact #s to a reporter. The press waits for no one.

Ally yourself w/local charity, sponsor sports teams. Commitment to social responsibility attracts customers.

Remember the 5th “P” of the new marketing mix, Presence. If they can’t find you, they can’t work w/ you.

Instead of asking for new Facebook “Likes,” link your “Read More” email mktg campaign messages to Facebook & encourage feedback.

Your “About” page is often your 2nd most visited. Focus on you & them. Tell a great story of who you are & what you will do for them.

Transition from thinking about how SM strategy helps your biz to how SM strategy helps your customers. Then you’ll see results.

Think about the phrase “You can’t change what you can’t measure.” Are you using your analytics strategically?

SM is all about THEM, not all about YOU. Do an audit of your networks. Is it just about you? Commit to engage to get results.

Acknowledge tweets, emails, comments. It’s not good PR or customer service to ignore anyone.

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Ask how customers heard about you. PR is an ongoing process & needs constant tweaking.

Be helpful. Reciprocity produces incredible returns on a simple tip or referral.

Be on time, or early. Punctuality is a sincere form of courtesy.

Be sure & have press materials ready to be sent at a moment’s notice.

Be real, honest, genuine. Authenticity is catnip. -- Networking

Always pick up the check. People won’t remember what they had for lunch, but they’ll always remember who picked up the check.

Transfer the enthusiasm you feel for your brand to everyone you meet. You’ll see results.

A good press release - about 400 words. Shorter the better. Just enough info to secure an interview.

A great pitch - Story angle tie-ins, description of where it could fit in the media outlet & a call to action.

A happy customer is your greatest endorsement. Respond promptly and honestly.

A media angle must have some distinctive quality. Journalists sniff out what’s different, not what’s the same.

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A quick call or email to a journalist outlining your pitch tests the water.

A site that blasts your pitch to reporters & bloggers nationwide -http://www.pitchforpr.com/

A strong brand can make any business stand out, particularly in competitive markets.

Always say thanks to a journalist for a story, mention, item etc.

Smile, look engaging. Networking.

Apply for an award. Ck local Biz Journals, chambers. Like positive news stories, awards confer credibility.

Segment your market based on consumer lifecycle. Provide content, add value for each stage.

Make an editorial calendar & stick with it. Use as a reminder to add content, update photo’s, Facebook, keyword research, etc.

Need inspiration? Keep a list of your targeted keywords at your desk. Use as content/headline/alt text inspiration.

Schedule a free webinar: “What You Need to Know About....” or “5 tips to...” Great for SEO, listbuilding.

Web copy should sell benefits not features.

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Commit to updating your site at least once a week.com. Add your voice & personality. Search engines love new content. thinking of you. As you increase your network. Are you prepared w/facts & figures so you can respond to a PR crisis quickly? Are you ready to handle the media’s questions -. twitter. phone. You have seconds to grab their attention & provide the solution.no matter what they are? Are your news releases objective? Backed by facts & figures? Focused on 1 or 2 main ideas? As a marketing tool. Are you monitoring your presence on Twitter? Try TweetBeep . By email. Appreciate at least one person daily. If you haven’t already.34 35 36 37 38 39 40 41 42 43 44 Don’t just share links on Twitter/FB/LI. holiday cards. Karma. Connect to convert.Google alerts for Twitter. news releases are only as valuable as the keywords & phrases that are contained in them. thank you. Solicit feedback. 5 . sign up for http://www. FB. Invaluable for business owners. People find your site while looking for a solution to a problem.helpareporter. remember follow up is key – b-day.

your industry. Do your homework. Email messages should read as if you’re telling a story. Why care about 1000’s of followers who don’t care about what you have to say? B4 you pitch. Be authentic. your competitors. Bad PR? Respond immediately and never lie. Be productive. Network weekly. The media are trained to investigate and they WILL find the truth. Be proactive. They know. Always. They make their living talking to people. Plan to meet at least one new person a week. what’s different about my message? Attract followers in your target market. but arrogance will get you nowhere. Reach out to new clients and friends. You’ll be able to converse w/ any CEO. 6 . You’ll see results. Watch TV. Be briefed on current events. read several issues of magazines & blogs & a week’s worth of newspapers.45 46 47 48 49 50 51 52 53 54 55 Assume your audience is inundated w/info and ask. Create columns for keywords. Join the conversation. Look w/in your circle for a connection. Use a monitoring app like Hootsuite or Tweetdeck. On the phone? Relax. Be humble. Be honest with journalists & reporters. Journalists & bloggers need content to fill their pages. Just ask Tiger Woods.

Trial & error is now trial and measure. Make it easy for readers to leave comments. Get feedback. Comments create authority. Be in love w/ & inspired by your brand’s mission. This translates trust & authenticity. There is a balance between personal branding and blatant self-promotion. avoid marketing speak. Create co-marketing opportunities w/ complementary businesses. identify opportunities.. Find yours. research your competition. Your customers Google you. Lead times vary & media outlets can have a one-day to 4-month window.56 57 58 59 60 61 62 63 64 65 66 Have a new product/service? Select a few customers or clients to be “beta” testers. loyalty. Good press will follow.. Do your homework to know what resonates with your target. The key to high quality. Focus on analytics to study onsite behavior. Write copy like you talk. If possible. they feel good about being hand selected. Ask yourself before you publish “Would I respond/react?” Be realistic about when the media will cover you. read reviews about you. Monitoring matters. short. Be friendly. relevant content creation is knowing your audience.all before making contact with you. Be your brand. 7 . avoid requiring login. craft targeted messages. Leverage each other’s networks with discounts/promotions. There is no such thing as a small hit. Be thankful for every mention your company receives. difficult captcha’s.

they will invest in your brand every time. Understand what holds your customers attention. product or person. Pitchrate. Blog. Each message needs its own presentation. FAQ’s landing page. approach & delivery. Boost your brand awareness. Be sure your out of office reply includes links to your profiles. Brainstorm various story ideas & angles. HARO. site. seminars. network. You are an expert in your field. Who is your competition? It’s no longer the local competitor but breaking through the noise. PRSourceCode. Make use of Leads Services. Before you pitch -.67 68 69 70 71 72 73 74 75 76 77 Before meeting w/ a journalist. Know your target market. ProfNet. trade events. Brand yourself. Social Media. 8 . When people feel they know & trust who you are. volunteering. blog. Execute your plan via speaking. read their last 5 articles in full.Know editorial deadlines & be early. Branding is complex yet simple: the creation & development of a specific identity for your biz. Build relationships – lunches. Who do you want buying from you? Build relationships.

not you. Set clear expectations of how you’ll use your opt in list & deliver what is promised.. Monitor results. Look for industry or location specific sites that allow for blog creation. Not sure what to blog/post about? Focus on client/customer stories. Foursquare.. Segment sign up for interest & increased targeting. Having 10K Twitter Followers or FB Fans means nothing if they aren’t buying from you. Makes you the expert.. Makes future volunteers/donors envision working w/ you. When people feel they know & trust who you are... Submit your content-Benefit from their traffic & search power. 9 . Quality over quantity for true success.for me/my biz). Try a new platform each month–video blogging. Stop using auto DM’s. New channels=New Opportunities. Take 5 min/day to send a personalized message to new followers about their bio/site. drives people to your site. Provide value. Schedule 10 min/wk for blog/news commenting. Answer w/ a link back to your site. they will invest in your brand every time. Instead of just using testimonials (I love this product!) use customer case studies (this product/service resulted in. bonus SEO. webinars. Nurture your relationships. Make it about them.78 79 80 81 82 83 84 85 86 87 88 As the saying goes…Building a community is more effective than building a following. Use @socialmention’s Q&A feature to find ppl asking about your product/service. Everything you share should have that in mind. not spam.

Excellent option for any size company. Come up w/your 10-second elevator speech & use it. LI . Consider DIYPR for your biz. Call your media contact with a brief phone pitch before sending materials -. Conversations about your biz occur every day on Twitter. Create & maintain key relationships. conferences. it’s people w/expertise & contacts. Create & participate in special events to attract attention & customers. FB.for public viewing. Building your media list . trade shows. Consistently. It’s not always the $$ that you need. Joint ventures w/experts who have an established database. Identify people w/common interests & different skills. Make sure to monitor daily. Fairs.for a heads up.Customize the story to their local readers. Consistency is king. 10 . Calling someone in the media? Your first 4 words should be . You’ll see results quickly.news editors decide which stories will be covered by which reporter. Build your team.Are you on deadline? Community newspapers .89 90 91 92 93 94 95 96 97 98 99 Build your list.

or create your own.com/category/?cat=3 Create alliance w/ charity to benefit from special events. Great story angle. etc. Create a media kit. Start a Hall of Fame. Partner w/ talented and super smart people. commission a survey. letters to the editor. 11 .submit articles. Create an online newsroom w/ press releases. Make it downloadable on your site. This offers you the op to drive coverage of your good works. Carry print ones in your car. Create news by staging an event. give expert opinions.100 101 102 103 104 105 106 107 108 109 110 Create a fact sheet for your biz. http://www. Create valuable content targeted at solving problems for your customers. links & PDF’s of media coverage. Create strategic alliances. Induct some of your industry’s top people. comment on blogs.mhprofessional. Create PR ops . Offer solutions & you’ll receive enormous return. You need one to feed a journalist correct info. Create a story angle by tying in with Holidays. Create links in releases to deliver potential customers to landing pages on your website.

Create alerts for yourself. Know what is being said. Don’t sell or broadcast. are underfunded & looking for guest contributors. Share on site/facebook. Create a resource section for your site–tips. your org. Most produce newsletters & content. More personal. have communication plan w/ the ppl who can. Ex: if promoting event repeat the same concepts w/ different words. Identify pain. Use analytics to determine what is resonating with your customers/clients & to craft future messages. vary the language. Creativity & a clear. more authentic than text. how to’s. reports. Being an information source=return visits=loyalty. your key players & your competition. easy to optimize. great list building tool. Twitter or LI. identify opptys the competition misses. 12 . focused. Can the person monitoring your SM (ex. Apply the social strategy to your email campaigns. Have a happy customer? Ask for a video testimonial. If repeating the same message on FB.111 112 113 114 115 116 117 118 119 120 121 Creative releases can lead to stories that increase sales. Added value for your existing list. Do a search for your target industry+associations. Repurpose your best content by creating a drip email mini-course campaign. events. enhance credibility & give you a competitive edge. understandable message that can be communicated in seconds is paramount. provide a solution. marketing) address questions? If not.

Develop a mission statement that shows your reason for being and the value you provide to your customers. Brevity is key. Explain remedy plan. keep statements factual. Daily Newspaper deadlines: every day.122 123 124 125 126 127 128 129 130 131 132 Before sending an email campaign. Customers have choices and if you’re not consistently vying for their attention. Develop a low cost PR campaign & handle in house. difficult & tricky questions that could be asked & practice answering. Make sure you can support what you’re hyping. You can contain & minimize if you take control early. 13 . do a spam check. The customer tells the true story. do a complete audit. own it from the start. engaging & have a clear call to action. Using video? Remember the average attn span is 20-30 seconds. Customer service first. PR is a powerful tool & a successful campaign lends credibility. Whatever the scale & type of Crisis PR. Proofread. Crisis Checklist . you’ll fall off their radar screens.Make lists of leading. Develop calendar of events & make your biz visible in areas related to potential clients’ interests. Crisis PR . Be professional.Acknowledge quickly. usually at the end of the workday. check every link.

The media is no different.com. Familiarize yourself w/the outlet & its focus. You pitch your company every day to customers. You’ll meet & help others. Dress appropriately. something you always want to convey. Editors receive several pitches a day.133 134 135 136 137 138 139 140 141 142 143 Develop your 10-sec tagline that expresses who you are & what you do. Don’t overly promote. Add to your media list.com or Bloggers. Don’t just donate time to an organization. Research topics relevant to your biz & who writes about them.Bloggers are journalists too. Dignified dress is a sign of self-respect. Don’t take “no” personally. Don’t forget -. Find them at top100bloggers. Stake out a leadership position. 14 . Your voice will be sought & respected. Develop your PR plan of attack. Don’t be scared to call a reporter. What communication vehicles will you use? Did you know that as many as 80% of job openings are filled by networking? Do your homework before pitching. Show expertise & reputation will grow. Be helpful.

Use this as part of your brand.com. in your elevator speech. Even if you’re a Twitter naysayer. Face time . Empower your life. You must bring the noise to your release to make it stand out. You’ll be surprised at what you find.com. Everyone is clamoring for good press. Twitter.exectweets.com/. Give to your community. FB.http://www. Focus on the brand of you to take your biz to the next level. Keep a notebook handy. Engage media on Twitter .the most effective & underused method of communication. Figure out your uniqueness. Biz happens while volunteering & gives you a legit aura of leadership. Find story ideas in the course of your daily routine.144 145 146 147 148 149 150 151 152 153 154 Effective PR doesn’t have to cost a fortune. Use it everywhere.follow reporters you want to build a relationship with. Entertain while you inform or you won’t be noticed. Find execs to follow on Twitter . People do biz w/who they know & trust. Find them at mediaontwitter. 15 . claim your handle before someone else does – like your competition. http:// hlmediapartners. Think about DIYPR.

Is your idea beneficial to others? Does it serve a purpose? Find a negative comment/post/tweet about your org? Acknowledge in public (shows you’re listening). Give several contact numbers to a media contact. 16 . You have one chance to make a 1st impression. focus on connecting for community. resolve in private. Conversions will follow. Get your release off to a strong start w/a compelling headline. Your brand is no good to you if it’s not delivering what customers want. assume that elderly consumers are 15 years younger than they actually are.org/. Instead of focusing on connecting to convert. The press waits for no one. Good media angle? Determine need. Show some personality in your SM efforts. For marketing purposes. Eye tracking studies reveal our eyes are drawn to the first few words of headlines. Are you impressed? Is it helpful? If not.155 156 157 158 159 160 161 162 163 164 165 Focus on what your biz achieves for clients.Media Trust http://www. fix ASAP. Select headlines carefully for maximum impact. Free service for non-profits to help maximize media coverage . Look at it as a customer/client.mediatrust. People do business w/ people they like. Your website is your most important piece of real estate.

links. Write sales copy how customers/clients speak & search. Have press materials ready to be emailed at a moment’s notice. Great stories can lead to awards & prestige for the media. Make sure it’s a fit. Keep a list of emails you subscribe to that you actually read. How would you sum up your business if only given 10 seconds? Perfect it. Grow connections in categories you need to reach. Promoting others builds your audience & reputation. You are the best salesperson you have. How your information is delivered and framed impacts how the listener. reader. Having a successful PR & branding strategy is not all about you. 17 . Need ideas? Ask them to tell you in their words what you do. viewer will react.166 167 168 169 170 171 172 173 174 175 176 Forget marketing speak. That’s why they’re always receptive to the next great idea. Host your own event. People do business with people. Honor your process. photos. What is different from those you don’t? Apply that to your own campaigns. Face time. Know your work & don’t undersell yourself. quotes. Integrate your efforts. Review each invite before you accept. Backgrounder. Make clear the value for signing up. Ex: Include an email opt-spin form on your Facebook page. bios.

I love contests as part of a PR strategy. but don’t ignore face time. you can sell anything. Karma. Facebook or Linkedin. Customers will recognize your conviction and that translates trust. ask a busy person.Helps you identify & track awards. If you believe in yourself. 18 . Take it everywhere. If your release were about a biz you weren’t familiar with. If you really need something done. It’s not good for your professional image.177 178 179 180 181 182 183 184 185 186 187 Don’t swear on Twitter. One successful contest can double your biz overnight.http://www. If the media is covering a national story of interest to your biz. It’s essential for good business & a happy life. If you don’t think every day is a good day. If you sell a product. carry it with you. If someone reaches out to you. would you be interested in reading it? I’m loving this site -. offer up a local angle.awardsync. respond quickly. carry pictures. If too big. I’m loving Twitter.com/ . just try missing one. Facebook & Linkedin.

Continue to learn. backgrounders. pr. In the event anyone asks about negative comments found on the Net. have key messages of explanation prepared. Respect their time frame.http://www. Keep basic PR tools updated -. Journalists want 2 things: reliable facts & an interesting news angle. prweb. speaking engagements. fact sheets. Keep biz bios updated w/ links to recently published articles. high-res photos. Increase media coverage. These will boost your ranking in search engines. Keep advancing your skill sets. 19 .ipl. pay attention to the key words.com. Journalists & TV producers receive tons of pitches & story ideas daily. media quotes.com Internet Public Library -.188 189 190 191 192 193 194 195 196 197 198 In press releases. key employee bios. It’s much easier to reach the corner office than to stay there. Q&A’s.com. CE courses. Free Press release distribution @ free-pressrelease. Journalists work on deadlines.well-written press releases. Be grateful when they choose yours. press kit. Give them what they need in the form they need it.org/div/news/ It’s Twitter Karma to RT.

20 . Develop timetable & calendar of outreach.always. Reputation is everything -. you’re able to steer the conversation your way. Having a SM strategy is important. It’s critical for good customer service. By listening.199 200 201 202 203 204 205 206 207 208 209 Keep pitches. time on site. Know 3 easily recognizable advantages your product has over the competition. You have 3 choices: invisible. etc. List who you’d like to reach this year & their potential influencers. Let your work speak for you. NewsLink -. bounce. Keep up to date w/newspapers. websites. your customers do. newslink.in business & in life. magazines. Learn to work the media.http://www. VM’s short & to the point. Quality over Quantity. You don’t define success. expert. Honor it. target. goals met. trade & professional pubs.org/. Let your customers know that you listen & engage on Social Media. Identify where quality traffic comes from & site behavior by monitoring page views. but not as important as being flexible. Listen attentively during your pitch. Keep your media list updated -.

Make sure you know an outlet’s readership. Don’t focus on the lead. 21 . Make sure you @ reply on Twitter.send additional info. Make a list of your best clients. Localize your content.making it easier to survey their needs. Listen to your market. Having a call to action is irrelevant w/o a clear follow-up plan. Don’t forget the “social”…it is what makes SM effective. Be sure to include localized keyword terms for people searching for local solutions.210 211 212 213 214 215 216 217 218 219 220 Studies show reviews are the most effective advertising. follow up. focus on what you need to keep them. optimize & learn from the analytics. What media outlets do they follow? Find out. Social Media isn’t about selling. Claim. Listen to questions your clients ask you. Too many miss the oppty of Google Local Listings. Then research the right contact before you pitch. A trend may be starting you can tie in to. Your followers will tell theirs. Encourage your customers/clients to share their experiences. Consumers are all over the web . Be interested & engage others. Make brief phone pitch . This starts your media list.have your pitch points in front of you . complete.

Headline .221 222 223 224 225 226 227 228 229 230 231 5 reasons why your product or service cannot fail -Media Angle Celebs who use your product.Media Angle How was your product/service technology discovered? By whom? News Angle Increasing employee numbers due to business success.Media Angle Do you have info that people always want to know about? Tax tips? Nutrition ideas? . . This empowers you to converse with any potential client. .News Angle Create & promote a special event.15-20%. 22 . . News Angle Is your biz involved with charitable causes? News Angle Make sure you’re always briefed on current events. Subscribe to USA Today. Make sure your marketing materials are downloadable. Make sure your press release contains 3-5% SEO keyword density.Media Angle Family-friendly initiatives.

Your Media list .children think they’re 5 years older than they actually are. It should be compelling enough to attract attention. 23 . News Angle What makes you unique from other biz’s in your industry? Media Angle Media angles must have some distinctive quality.news editors decide which stories will be covered by which reporter.all build respect for your business. Market to where your clients are to be found. not what’s the same. Exposure creates pubic esteem and action that affects your bottom line.. .. Marketing to kids? Remember .specific examples.Media Angle What has been the personal impact on those who are using your product/service . Know deadlines before calling. Journalists sniff out what’s different. as opposed to marketing w/in your own service industry. .232 233 234 235 236 237 238 239 240 241 242 Make your message count. Online. Media folks are stressed & cranky when on deadline. Tie-in with a current trend.News Angle Top 10 tips to . offline. social media .

Study contact forms. Should include your call to action. Include Facebook on email sig. Offer unique content on each. Engagement. Influence & Action. Customers don’t want examples. Understand emotional triggers for your customers.don’t focus on what you do. other ways to connect (FB/Twitter). Think about results in terms of Exposure. Think local links. Consider the “What’s in it for me” perspective when considering sales copy. Twitter on biz cards. Be mindful of what is “above the fold” on your site.243 244 245 246 247 248 249 250 251 252 253 Media Hook or Angle . directories. click rates to find what triggers a response. RSS. link Facebook to blog. split tests. 24 . Using Facebook for your biz? Make sure the “About” block includes keyword rich copy. they want real world applications. Have data to change what you assume to what you know. opt-ins. Don’t assume where your customers are or what the competition is doing. Ask yourself: Is everything we do creating an action? The Features Editor decides which longer articles will be included in their pub. How can your biz make life easier or better for the customer? Cross market your communities. blogs. Be where your customers are. listings. networks. For online lead generation. focus on how you fix their problem. Conversions come later.Useful advice. 73% of online activity is local.

http://www.U.Media Angle Did you recently launch a new product or service? .S.http://www. Make sure to research the media outlet first.Networking Creation of relationship w/ local charity. . Newspapers . Monthly pub deadlines: 3-4 months ahead of street date. Monitor your reputation online on a daily basis.edu/news/ U.uncg. Monitor mentions of brand names and key execs daily – Set alerts using @socialmention.org/ Media Relations is 98% prep & 2% execution.Media Angle 25 .html Hundreds of news resources world wide .com/paper.http://library.newslink. polite and fair & be sure to follow up. .http://www.S.html Media Lists . and Worldwide newspapers -.refdesk.refdesk.254 255 256 257 258 259 260 261 262 263 264 Comprehensive listing of world newspapers .com/ paper. Be honest.

separate. Networking – Talk to everyone you meet.Networking Networking – Make a strong first impression. Practice good communication skills. honest. Craft your messaging around who your audience is. positive.Contacts are the building blocks of a career. Groups are intimidating. Find common denominators. addressing & overcoming these objections. Networking When attending events w/friends.Networking Networking . Do your homework. where they play. 26 . genuine. what drives them to make decisions. supportive. . Think about your most common offline sales objections. . Keep referrals informed. Hand your biz cards out like candy on Halloween. You never know who you’ll meet & what role that person might later play in your life or career. Target the right audience. Write web copy anticipating. Authenticity is catnip.265 266 267 268 269 270 271 272 273 274 275 Be open.

Authenticity. Never discuss other media coverage w/ a journalist. misrepresent or overextend. Never go ‘off the record. Focus on usability. Never commit if you can’t meet the deadline.276 277 278 279 280 281 282 283 284 285 286 If traffic is the metric of quantity & community is the metric of quality. Be helpful. community should be your priority. Your site appearance is only a fraction of the user experience. Never overly promote. 27 . easy goal conversions. People always remember who screwed up. Copying what others do is not a strategy. Everything is on the record when you’re talking to the media. Your voice will be sought & respected. They prefer to report stories what are not overexposed. Networking is about being you in the best form . brag. monopolize.” There’s no such thing. interrupt. Show expertise & reputation will grow. understand their needs & be clear about how you provide the solution. sell. Never burn bridges. Know your customers. ease of information access. Today’s intern could be tomorrow’s CEO. Questions you should be able to readily answer: Who are my site visitors? Where are they coming from? What are they viewing? Networking Don’ts – Don’t act desperate.

No one uses the phone anymore. 28 . PR. Surprise! Notify media of conferences & events with media advisories. Make a short pitch via phone first. PRWeb.com. ewebwire.com.without permission.Use free at PRLog. it’s texts & emails. Cut and paste your info into the body of the message. Newswires . Never send journalists attachments via e-mail.http://library. Unbiased tests that prove it? News angle – Statistics to show business growth. Never send attachments to the media .uncg.287 288 289 290 291 292 293 294 295 296 297 Never pitch a story to different journalists at the same outlet. com Newsworthy – Market research that led to a new business ides. Part of relationship-building. News releases are only as valuable as the keywords & phrases in them.com.edu/news/ News angle – Customers like to know who has the best quality. News and Newspapers Online -.

bios. most recent press release. show in at least 2 national & local industry conferences/year. Perfect Press Kit . attend. Good branding strategy. Only pitch to those that would be a good fit for your news.Research the reporter. Photos boost your chances of getting your story covered. testimonials. speak. Call daily until your party picks up. 29 .never leave more than 2 VM messages for media people. Media coverage will increase. Participate. relationships & targeted audiences. participation creates leads.298 299 300 301 302 303 304 305 306 307 308 Offer useful info on your site & journalists will get used to turning to you as a resource. host. Don’t pitch more than 1 @ the same outlet. Find the appropriate editor.Fact sheet. present. Pitching Process . Always include a photo with a press release. backgrounder. Online – If you know the answer to a question – answer it. Participation in Social Media builds trust. When done appropriately.Research the outlet. You’re building your brand. Pitching the media . Read past stories & check contact prefs. publicity reprints. Participation in conversations builds audiences. Pitch Phone Rules -.

fair. then provide details. Positioning: Be prepared. Position yourself for opportunities by joining clubs. Dress appropriately. inspiring & creative stories. twitter. blog. Cost Reduction? You must identify how you define success before you attempt to measure. comment. factual frank and friendly. groups & organizations where you’ll meet new people. It’s how you treat your clients. Positive PR begins as soon as you meet or are seen by others. What is your success metric? Sales.be fast. Ask friends & family what impression they have of you. Have your 10 second elevator pitch on the tip of your tongue. Position yourself as an expert & provide media people w/original.309 310 311 312 313 314 315 316 317 318 319 Pitching: Remember the 5 F’s -. Focus on your site search for insight into what visitors want & what questions you aren’t answering that makes them leave. Polish your image. Use H1 tags. bold text to grab attn. employees. 30 . Write copy for both ppl who like to scan & those who like detail. Good PR is generated when you’re perceived as an expert in your industry. Qualified leads. Post special events on an online publicity calendar so clients and prospects can know where you’ll be. Write an E-book.

location or mimic others. invest. sends your message. PR can soften the public up to your product or service and separate you from your competition. PR & SM blend – speaking in messages vs. rework. PR builds identity. least risky. PR compels people to buy. Learn from bounce rates. If visitors use site search from your landing page. compels people to buy. Think: user friendly. engaging in genuine conversations. most effective – if you understand how to use it. Want your customers/clients to listen? Specifically address their pain points instead of a bullet point list of what you do. change what isn’t working. Prospects are more receptive to sales calls when it’s about something they’ve heard of. generates name recognition. fast & easy. Focus on Conversion optimization. increases visibility. PR can establish you as an expert w/ just one article in print. PR efforts generate sales.320 321 322 323 324 325 326 327 328 329 330 Use a free tool like goTwitr or Buzzom to find new connections based on keyword. 31 . & do business with you. PR – most overlooked marketing tool – least expensive. Landing pages should deliver what you promised to make them click.

mediaontwitter. To be successful. PR is 3rd party endorsement. PR helps attract new clients. Don’t spam. It’s also about human relations. PR is a full-time job. About how you treat your clients.331 332 333 334 335 336 337 338 339 340 341 PR Fact . PR increases credibility. This influences & persuades opinion leaders. view. hear about you. PR generates name recognition. PR is a building process that gains momentum over time. you are automatically considered an expert. vendors. PR for new Product – Build a story around the product’s usage in the lives of the reader. listen to. gets your message across & builds your identity. Find bloggers in your niche to pitch to. PR Goal . or see you speaking. PR increases visibility AND credibility. 32 .PR begins as soon as you meet or are seen by others. employees. Someone other than you telling your story.com or Google your industry+blog. Use Twitter search. it starts the second you walk out the door each day. People do business with who they know & like.Pinpoint media that your potential clients read. When people ready about you. you need to market your biz daily.

33 . partnerships. Everything. call to action. Provide value. sharing. what you’re wearing. PR is soft-sell. Learn to DIYPR. Website. PR is extremely cost-effective compared to other marketing tactics. Determine what your value proposition is. logo.Reminding your contacts of your message until one day they realize they need you. subtle visibility. PR is every outward expression of you. PR is about how you interact w/ & represent yourself to the world. Just price advertising. provide a solution. interactions. From the about page on your website to your Facebook posts. don’t sell…tell your story. but retention is key. tweets. reconsider your message. PR is also about how your phone is answered to how your employees present themselves to the public. Be a great storyteller. Have a clear understanding of how you want to be perceived to determine your brand voice—before embarking on a campaign. One clear point. PR is about follow-up . If you aren’t soliciting a response.342 343 344 345 346 347 348 349 350 351 352 Do an audit across your channels. Craft every message based on how you are providing a solution for your customers. Deliver it. Consider comments. List building is important.

It is the first impression of your brand. Small biz are made to appear larger allowing them to compete in any arena. reviews. least risky and most effective -. See the good & bad. product specific.New product launch. PR is very cost-effective compared to other communication tactics. Read aloud. 34 . PR is the best marketing tool -. Social media drives conversions through conversations only when the story resonates w/ your customers. position yourself as the expert. Make the most of photos.the least expensive. search engines can’t “read” photos. but the game has changed to traditional PR fused w/SM. read backwords. Remember. Doubt the power of Twitter? Do a Twitter search for “customer service”. Alt text gets you found. PR ops . significant anniversaries. It may be price.if you know how to use it. & the chance to tell your story. use an editor. Do your keyword research to know what translates into sales. promotions. Use this data to optimize efforts. Feeling overwhelmed about blogging? Think of it as a key oppty to differentiate your business. Just price advertising. biz partnerships. Give great service & your customers will share. charitable activity. new hires. Who else is telling your story? Proofread your content.353 354 355 356 357 358 359 360 361 362 363 PR is still about people & relationships. Be diligent about Alt Text. PR levels the playing field.

Press Release fact .Avoid the overuse of capital letters. Target Audience. Present your message to your audience in a controlled.364 365 366 367 368 369 370 371 372 373 374 PR Plan .Why is your product or service exciting? Press Release Fact . Prepare pitch points w/all pertinent facts before your pitch. PR removes price objections. Press release . They’ll pay. measurement. the media. Goals. Press Release . your investors. Capitals slow the pace of reading.announces info to the public. your customers & your competitors. Prepare appropriate PR materials.How is your product/service better than what’s on the market now? Press release . Communication vehicles. If people believe you’re the best choice. PR presents an image of you & your biz in a way that conveys exactly what you want to say w/out being too obvious.a brief company background. Referral sources.Budget. planned fashion w/o being too obvious. 35 . they’ll believe you’re the only choice.End with your Boiler Plate . This sets a professional standard.

Delete the promotional copy.375 376 377 378 379 380 381 382 383 384 385 Press Release fact . PRLeads.It should be a news story. Look at your bounce rate.org where you can offer story ideas & expert opinions. 36 . You’ll send the message that you value your clients & care about their successes. everyday language. Want more from email campaigns? Segment your list based on your consumer lifecycle. Promote others and reciprocity. it matters. not an ad. Press release facts . you haven’t grabbed them.What will product/service do for consumers? Save time & money? Make happier.Use simple. Profile clients on your website. No complex words or industry jargon. If they leave.com & BeatBlogging. Increased relevancy=increased loyalty. Have a brick & mortar and not sure if online monitoring impacts you? Nearly 93% of us research online before buying off. Where are ppl leaving from? Coming from? Use data to tweak messages. healthier. He’s a witness. attention and trust is yours. Press releases . Focus on content. Press release facts . richer? Print interview? Have someone else in the room with you.Keep the body of the release under 400 words. Yes.

new services.Profitable year or record sales. Daily. Check the spelling and grammar or your release will end up in the trash. workshops. Reason to send Press Release . You’ll quickly build yours. seminars. Magazine.You’ve won a major piece of new biz. Publish reprints of speeches on your website for free downloads.events.still the best way to get noticed. Punchy releases are vital. your 10th anniversary. Publish great content online . Reason to send press release .386 387 388 389 390 391 392 393 394 395 396 Propose joint ventures w/experts who have an established database. Recommend your Twitter followers to others. etc. Reason to send Press Release . Trade. You’ll give your Twitter Karma a boost. 37 .appointments of new staff. Read a different pub every day. but direct contact w/news desks to see if what you have is newsworthy is essential. Releases must be well written. Reason to send press release . etc.

then sit back and see what they expect. Study Digg. receptionist. Most journalists don’t read beyond the 2nd paragraph. Never ignore the assistant. Search for key words associated w/ your market in Twitter search engine. Remember the who. how & when writing press releases. Schedule a meet & greet with one new person per week. Repurpose series content into a free report. Sphinn. returning for more. Respect your team. why. If you give your word. etc. where. Use as ideas for your own work. Reputation is everything. Consider writing a series. Securing media coverage – Research the media outlet & appropriate contact & craft a personal pitch. honor it. Today’s intern could be tomorrow’s CEO. 38 . Keeps ppl hooked. Select media contacts wisely. Facebook data to find what people are sharing & find interesting. Secure a mentor. Every news item is different. Seek the wisdom & counsel of others who have been down the road before you. Tailor your contact list for every campaign.397 398 399 400 401 402 403 404 405 406 407 Releases must be engaging and informative with a compelling angle. drip email campaign or E-news. what. Make it count in the headline and first two paragraphs. Don’t commit if you can’t deliver.

Focus on backlinks: Use your signature on comments. reassure your customers the transaction is safe. guest blogging.408 409 410 411 412 413 414 415 416 417 418 If you accept online payments. identify prospects. share your expertise. Use LinkedIn Groups and Answers. Subscribers=loyalty. 39 . Think like a consumer. This will encourage others to RT & your name will enter the twitter stream. Automate your efforts where it makes sense and doesn’t impact the customer experience. Set time aside weekly for dedicated focus. FB. Connect with shared connections. inspiration. knowledge. Put your RSS subscribe above the fold on your site and include a reminder in the body of your posts. LI deserve unique info. text to explain security. extolling your own virtues will become easier. Use badges. bookmarking. Only share selected information across multiple networks simultaneously. Answers you should know about your competition: What keywords are used? What sites link to them? How does their site look to search engines? Self-interested. ex: auto DM’s or feeds distract from the human element. Send your press release 2 weeks prior to when you need it to run. What interests you? Self-promotion is essential. With practice. press releases. veiled attempts @ promoting your biz will fall flat. Share lessons. Your audience connected to you on Twitter.

Piggyback on trends and localize news stories. professional pubs.about. so it’s your job to prove your expertise. 40 . trades.Listen to late night TV for inspiration. example: economy.com/ Stay in touch. Opportunities find you if you’re making contacts to find them. Topical. You’ll convert readers to loyal long-term clients. timely. The writers are always up to date on trends.419 420 421 422 423 424 425 426 427 428 429 Sing your own praises.org/submit-free-press-release. You can locate on-line contests to sponsor at http://contests.prlog. Sporting events. Use creative byline. Stay updated w/ newspapers. Sponsor events & contests. Submit press releases for free at PRlog. Submit articles. Going Green.html Tie in news trends to your online sales copy. change often Have doubts about why monitoring is key? Nearly 80% of us trust online reviews when making buying decisions.org http://www. Blog. websites. Back to School. Story ideas . Solicit testimonials & use them. What do yours look like? Does your site tell a great story? Write sales content as if having a conversation w/ a single customer & addressing their individual needs. Your PR campaign starts w/you.

exciting.bios. but can greatly extend the reach of your campaign. If you believe so will others. Your meta description should expand on your keyword rich. timely press release. Successful branding is about promoting your strengths. Use your keyword data to identify opportunities & what’s important to potential customers. The perfect pitch -. where it fits in the media outlet. clipping reprints. different? The media will respond favorably when you save them work & put a story together for them. 41 . call to action. What is your business good at? The media are always hungry for something new.430 431 432 433 434 435 436 437 438 439 440 Fill out your entire profile on social networks. photos. The perfect media kit -. story angle. The power of Newswires. Success begets success. Dress appropriately & have your 10-sec message ready to spill. They can’t replace personal pitching. attention grabbing headline. Is your idea original. backgrounder. Create a description with the human interest in mind. The power of a good headline hooks the reader to scan your release further & puts you one step closer to coverage.personalized greeting. The Pitching Process: Always be prepared to gracefully accept the word no.

read it backward. respond in kind. gender. Teach them to be able to take over your job. Do your own backup research to find the most updated contact info. geography. The way you deliver your message is as important as the message itself. To ‘test the water. Karma. To determine which words sparkle & which are duds in your copy. if need be. your target audience & the tools you’ll need to reach them. 42 . Things change constantly in the media world.441 442 443 444 445 446 447 448 449 450 451 The PR & SM blend is about understanding markets. think about the demographics of your ideal client: age. When someone reaches out to you. the needs of people and how to reach them.’ a quick phone call or email to a journalist outlining what you’re selling never goes amiss. Think w/a plan. Treat yourself & others w/honor. The value of a 3rd party endorsing your brand publicly – as in media coverage – is a form of branding. Train your employees well. Identify what you want to promote. The media needs to understand AND react. There’s nothing more attractive than self-confidence. income. To find your target media. It will make you look very good.

Especially the media. Sales copy should be short and to the point.http://www.452 453 454 455 456 457 458 459 460 461 462 Try sending press releases in slow news days – day after a holiday. the odd fifth week of the month. do your homework. Twitter statistic – more RT’s come from the east coast early in the a. WeFollow are good places to start. US Newspaper List -.usnpl. then cut it to the bare basics.com/ 43 . Create consistency. Include add this. Find journalists. Solicit feedback. The list separates you from your competition. Two of my fave searches are “Working on a story” & “Looking For Sources”. Include prominently on content. tweet this. No one is impressed by out of date websites. products. You have seconds to grab their attention & keep it. Join directories & networks based on industry. Update media list weekly.if you follow the right people.m. email this. Twitter brings great minds together & gives daily opportunities to learn -. make connections (don’t spam). Write it. Your messages across each channel should reinforce your story. Make sure your content is easy to share. Your social network is your real time focus group. ask opinions. location. Twellow.

wear. Weekly newspaper deadlines: day before publication. We sell our personal brand every day through every choice we make -what we say do. Use SM to offer biz tips to extend image & market to potential clients.463 464 465 466 467 468 469 470 471 472 473 Use Editorial Calendars to garner media coverage.your database. W/ 1000 hrs of practice. Want to interest the media? Punchy press releases & direct contact w/ news desks essential. 44 .as in media coverage . Valuable biz tool . prospects & fans who can refer you to others. but conveys personality & expertise. What do you do or sell? Features of each? What do they offer? Turn these features into news. What are you known for? Are you influential? How are you perceived & what makes you authentic? Branding.is a powerful form of branding. You are already one. you become an expert. Video on your web site not only increases SEO. Look at the pub’s ad or media kit online to find. Value of a 3rd party endorsing your brand publicly . Update weekly. and even how we live. Include customers.

free analysis. Spend the time to make it right. Use referrals. remember your passion and purpose. Tools like FB are built on relationships.474 475 476 477 478 479 480 481 482 483 484 What do you offer that competitors don’t offer or promote? They may offer it. When asked a question. What do you offer that is so compelling it drives people to act? What matters in PR is the idea & the presentation. not sell them. pause for a silent count of 3 before answering. but if they don’t promote it. Create the lifestyle. A dissatisfied customer tells 9-15 ppl about it. not sales. Express it. You’ll appear more thoughtful and intelligent. Listen to your community. recommend another follower/friend. experience of identifying with your brand. ask questions. Be an active participant. feeling. claim it. When building your personal brand. free report. solicit feedback. 13% of dissatisfied customers will tell 20+ ppl about their problem. Use direct communication to get to know someone. Be known as the brand that interacts. Craft messages around consumer behavior. 45 . If a follower/friend looks for something. Give something away your competition charges for: free phone consult. Promoting others promotes you. Don’t pitch. make connections.

BCC. make sure you record all media comments on a follow-up sheet. If you don’t believe in your message.485 486 487 488 489 490 491 492 493 494 495 When calling the media leave a max of 2 VM’s. After that. Use a 10-second pitch. make sure you have more than one story angle. be brief & to the point. reflect on your words. When the media calls. When pitching the media.never put all the names in the “To” box. You’re on the record now. When pitching by phone. speak w/enthusiasm & vigor. What you say online impacts you & your biz. When sending press releases . don’t make it boring & stuffy. When using SM. When making follow-up calls. you’re actively engaging in your own PR . When pitching the media. While building your network. Be you. no one else will. call until your party picks up. don’t worry about the numbers. When making your pitch. stop what you’re doing & give them your full attention.publicly. When doing media interviews. find quality followers. 46 .

Make sure your articles are educational & not simply self serving. You are the brand.Who is doing what. Write brand message in long paragraph. You are your best advocate. Write your press release headline last. 47 . make every word count. Write press releases concisely. Top 10 list maybe? Write articles for trades in your industry. don’t misspell & don’t get off point.496 497 498 499 500 501 502 503 504 505 506 Who what when where why how . vendors? Won any significant awards or had any major achievements? Media Angle Work with the calendar for story ideas. Refine to one-sentence tag line. Use video to allow consumers to really get to know you. No opinions. use quotes. current employees & families. Prepare to deliver in under 10 seconds. neighbors. When. chamber. Tax Tips in the spring. Limit to one page. Where. Write news releases in 3rd person. community. How? Results? Who’s your target audience? local media. Weight loss in January. Why are they doing it.

you’re competing globally.507 508 509 510 511 512 513 514 515 516 517 Say thank you. This is part of the PR process. You can’t sell something if it doesn’t excite you. Your presence matters beyond your geographic location. not for page rank. You will have the highest success rate when pitching via phone first. types of products reviewed. Only pitch if there is a good fit. retention. Integrate your online campaigns with offline initiatives. You are your own brand & you must always sell yourself. research. Find your balance. 48 . reader interest. Show appreciation for your customers. repeat visitors. You’re a walking billboard for your biz. Showcase a Facebook Fan. You have no control over PR. You have control over advertising. congratulate a Twitter follower. When pitching a blogger. Even if you are a local business. Everything you say & do communicates a message. Gain insights and identify opportunities. Fall in love. Know your numbers. and then sending written info. Know what they cover. Your primary focus should always be creating content for your users. customer of the week on your site. Know traffic details. It’s a full time job to become a recognizable brand.

Twitter Search. Your brand. The more segmented you are. Make sure you’re engaging. What are you doing to strengthen your brand? What do you want your brand to say about you. the more the ads are seen. Your FB & Twitter photos are your brand’s 1st impression. Use blog search. Track the data to know what sticks. 49 . track with your metrics. Need ideas? What do people pull you aside at cocktail parties to ask? There’s your content. Relationships will be built.518 519 520 521 522 523 524 525 526 527 528 Your brand reflects who you are as a company & the values & principals that drive your biz decisions. solutions & expertise.ly or HootSuite. Using targeted FB ads? Be prepared to change often. Monitor your message. Not sure what message works? Use split testing with a URL shortener like bit. Your company’s sales & marketing budget should = at least 10% of its revenue. Decreases sensitivity to ad. Social Mention. Your current and potential customers look to social media as conversation. Get ppl talking by developing valuable content. Offer your help. Your personal brand. track results and tweak in real time.make a 1-yr plan. What do you want people to think about you? Map out how you’ll achieve these goals . Find people talking. With SM you can monitor. and tweak til you get it right.

Consider how SM factors in and enhances your marketing. measurable.Think about the demographics of your ideal client. age. Your message. content and trends to look out for. speed of delivery. gender. Social media works best when it is a part of an integrated effort. Share your expertise. Your target audience has the power to communicate info about you & your biz. It is how you determine if your efforts are working. Your Target Media . Monitor networks. Use for optimization of profiles. Connect with influencers. Providing value means you become the source. Use it regularly. eye contact all influence how your message is received. Age. location. Use Google’s keyword research tool. behavior look very different between genders.specific. journalists & bloggers. 50 . finances. targets. geography. Your PR plan .define objectives & goals . Leave your prospects wanting more. income. Your tone of voice. Your PR Plan should be a document that includes PR activities for a 12-month period. Know your target market.529 530 531 532 533 534 535 536 537 538 539 Data is your friend. resultsoriented & time-bound. body language.

Use free press release distribution. like and trust hasn’t changed even if the technology has. Ask yourself—is this how I want to be found & remembered? Create a unique landing pg from your social networks. Have a clear call to action.” Remember. offer. call to action. niche sites to get the message out. The old adage that we do business with those we know. FAQ’s. article submission. Gut check. Gives instant connection w/o having to dig. Makes you human. newsletter. Use to highlight key info. Upload. email opt in. Create a giveaway. The most powerful words in social networking are “Thank you” and “How Can I Help You. shows what you find interesting. share. promotions. Share photo’s. more about what they do. SM is not for you. make it easy to opt in. Instant connection Your marketing efforts shouldn’t focus on what is “new” or what is “old”–they should focus on what works for your business. 51 . Shareable content sometimes needs a little nudging. Ask yourself: Who is my audience? What do they want/need? Can I commit to provide this. a tweet or post is forever. Meeting w/ a new prospect? Connect on a social network first. Give people a reason to opt in.540 541 542 543 544 545 546 547 548 549 550 Create a FB landing page for your biz. promo. tag. If you can’t answer. Offer a unique greeting. Find out what they find interesting.

and Google was simply an idea. as the owner of HVM Solutions. She also planned and managed a program for Oklahoma City’s Race for the Cure which enhanced awareness to a level resulting in a 35% increase in participation. She also serves as Communications VP for the Edmond Women’s Club. ShopGadgetGirl. among many others. though the technology has changed dramatically. Her area of expertise centers on planning and executing media relations programs that achieve high levels of coverage. Screen Actor’s Guild. She prefers to be referred to as a “strategist” instead of an “expert” and a “partner” instead of “consultant”. Find her on Twitter @cyndyhoenig. Aaron Spelling. Oklahoma. and has worked with Jim Carrey. Lytle’s work with a Fortune 500 company served as the catalyst for successful corporate marketing and business development initiatives throughout Oklahoma and West Texas. Email Heather at heather@hlmediapartner. receiving a Special Presidential Award from the Oklahoma Heart Association. and the Phaythopen Charity Award from the Allied Arts Foundation. As a native Oklahoman committed to her community. she serves on the Board of Keep Oklahoma Beautiful and is on the executive committee of the Go Red for Women luncheon. managing the over 700 media outlets which attended. Matthew McConaughey. Edwards University in Austin. League of OKC and a past member of the Jr. She has managed campaigns for the Emmy Awards. Today. Hoenig is a sustaining member of the Jr. FOX. she organized the media campaign for the Oklahoma City National Memorial’s Anniversary. Disney Channel. CBS. Find her on Twitter @hlytle. She was the personal publicist for Suzanne Somers for more than 10 years. She currently resides in Edmond. Columbia Pictures and Twentieth Television.com. near her four grown daughters and eight grandchildren. where she served as Director of the Consumer Television Division. For nearly a decade. In OKC. Jennifer Lopez. Carsey-Werner. Texas. and 40 under 40 by OKCBiz. Marc Cherry & Jamie Wooten. 52 . Hoenig studied communications at University of Central Oklahoma and St. the ideas have remained the same. Using her extensive corporate background as well as her intimate understanding of the needs of small business owners. building relationships and generating a buzz. the Internet was still for the elite and geeky. the founder of Facebook didn’t even have his driver’s permit. Her accolades include being named a Ladies in the News Honoree by the Oklahoma Hospitality Club. over the years. Sandra Bullock and Cybill Shepherd.About the authors Cyndy Hoenig: Cyndy Hoenig is a seasoned PR Professional who rose through the ranks at the prestigious Los Angeles PR firm Bender.com. as well as high-profile television programs for NBC. Lytle offers clients a unique marketing perspective with a focus on new technologies. Grassroots marketing meant hitting the pavement. Leagues of Austin and Los Angeles. VH-1 and MTV Awards programs. Goldman & Helper. Email Cyndy at cyndy@hlmediapartners. However. Lytle brings her passion for business and her experience in marketing together to help businesses raise their profile and grow their companies. Inc.com and partner in H & L Media Partners. Lytle has a Masters in Business Administration from Oklahoma Christian University and a Bachelors of Arts in Public Relations from the University of Central Oklahoma. Heather Lytle: When Heather Lytle began her career in marketing. She has been named 20 Business Leaders Under 40 by the Business Times.

and the patience. mentor. and the man who taught me everything I know about PR. Thanks Larry. Heather Lytle . partner. 53 . For more about H&L Media Partners please visit hlmediapartners. his tolerance of the ever present laptop and iPhone. Brilliant beyond Brilliant PR Strategist. From Heather: To my parents who have believed in me always. and always making me smile. To my husband.for your encouragement and undying support. To my friends. for being my number 1 fan. Thank you for helping us share our message. For speaking & corporate training requests. encouraged me often.taught me I could meet any goal as long as I was laughing. To Cyndy Hoenig-genius. and supported every risk with a smile. To Marc Grossman and Karin Olsen . Kevin. And. Donald Draper . for all the technical you have to do on a daily basis. even those I haven’t met yet. To Shea Moseley for all the typing -.#1 Yankee Fan.Acknowledgements From Cyndy: To my friend and former boss Larry Goldman -.com.many thanks for your edits. Thank you for teaching me something new every single day.com. I value your knowledge. please contact Cyndy@hlmediapartners.

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