Getting Word of Mouth Started: New Book PR Method

We wanted feedback and a greater audience before publishing the print version of our new book. We gambled on a ‘public and peer review’ to help improve the quality of our book, and at the same time get out word of mouth. Did it work?

Authors and business people often go to extremes to publicize their book or product launch. Sometimes, the most successful method can appear in front of them. Take for example, book publicity. It is the one of the toughest cases to crack. Each year, at least 50,000 authors are published in the United States. Tens of thousands of authors publish electronic books. Most fail to get noticed. Very few achieve any of their goals as authors – to build up readership.

Here’s a way to get the word out and polish off your book before it hits the stores: sampling. Major corporations utilize focus groups, pollsters and other marketing experts to build up their brand name. This is similar to planting seeds to get a garden or orchard to grow. The more seeds you plant, the better your chances to grow vegetables or apple trees. As an author, you can use sampling or “seeding,” to build up awareness of your book. During the publishing process, we discovered a clever way to attract readers, and at the same time, we can upgrade our book.
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Games are a Reflection of Behavior as Told by John Satta

You are standing on a small stage yelling, “What’s the name of the game?!”
“Win as much as you can!!!” comes roaring back.
“Who’s responsible for your score?!”
“I am!!”

The audience is composed of ninety men, all prisoners in a federal maximum security prison.
One more thing – you’re a woman.

For three years, Alicia volunteered every Thursday at FCI (Federal Correctional Institute) in Bastrop, Texas-
“I used my skills as a corporate trainer to help these men learn to shift their perspective on themselves and the world.”
“Along the way the prisoners taught me as much, perhaps more, than I taught them.”
“In my training business, I use games as a way to break down barriers and shift perceptions. What I came to realize is that your behavior in a game is an exaggerated reflection of your behavior in real life.”

Games are an opening to behave true to our natures, to react immediately rather than with a careful response. Depending on the other players, we may monitor our behavior less in a game than in the real world, but we aren’t acting differently. In a game there are no emotional holds barred.

In a game, we are allowed to be more right brained than logical. After all, “It’s only a game.”

Saying something is only a game tends to trivialize its importance. Precisely because we view it as trivial, and of no importance, we can give ourselves permission to let our true natures out.

When we floated this idea before a number of colleagues, several of them told us stories of self-discovery. One woman, a very sweet and kind person in “real life”, was known as “the enforcer” when she played hockey in school. Another shared that, when she plays a game against total strangers she becomes “brutal” and highly competitive.

So if our true nature comes out in a game, what can we do with that information?

Can we transform situations so that we can be true to our nature? Can we make a game out of real world situations to allow our true nature to flourish? The obvious example is to view business as a game to be won. This implies competition and a winner take all attitude.

Yet Covey and others have told us about creating win-win situations. Is there such a thing as a win-win game – a game where everyone wins, where no one loses? Can you devise a game where you can put your competitive streak toward a larger goal? Can the proverbial pie be made larger? As someone said to me, to transform from “me winning” to “we winning”.

What’s the name of the game? Win as much as you can!

Who’s responsible for your score? I am!

The game Alicia played with the inmates was called “the handshake game”. She had them pair up by size, height and weight and explained the rules. “We’ll play the game for 45 seconds. You get one point when your hand taps his hip; he gets one point when his hand taps your hip.”

The vast majority of the pairs had a combined score of 0 points. A few pairs scored in the 10 – 20 point range.

But one pair scored 260 points.

The high scorers had realized that the name of the game and scoring responsibility did not define a win-lose (or “zero-sum”) game. That is, one person did not win at the expense of the other.

Of course, the entire thing was a set-up. Alicia paired them up by size, height and weight to set the expectation that it was an evenly matched contest. She got them chanting to get their excitement up.

And she neglected to tell them that the pair was a team and the team members’ scores would be combined.

“Deliberately I didn’t tell them they were supposed to cooperate with their partner. I also never told them who the competitors were.”

We all know that a “formal” team must cooperate to win. The revelation here was that by cooperating they could maximize their individual scores.

What’s the name of the game? Win as much as you can!

Who’s responsible for your score? I am!

The rules say nothing about preventing the other person from getting a high score. The pair who “got it” quickly settled into a rhythm of “one for you and one for me”. And they could have kept that up for as long as the game ran. Meanwhile, the other teams were struggling and would have exhausted themselves long before the winners did. And, when the few teams who did spot the pair who “got it” there were charges of “cheating” leveled at them. “We saw what they were doing but thought they were cheating or didn’t understand the rules.”

The cooperation – competition confusion is nicely summed up in the concept called “the prisoners’ dilemma”. Two people are arrested for a crime and there is enough evidence to put them both in jail for 1 year.

The police keep them isolated from each other and offer each the same deal: “If one of you talks and the other does not, the snitch goes free and the other one gets 3 years. If you both talk, you both get 2 years.”

The partners can work together (by staying silent) and both get only a year in jail. By both defecting from the partnership to work with the police they will both get 2 years.

A single defector will go free while the one who cooperated gets 3 years.

The dilemma is formed by pitting trust against greed. The temptation of greed combined with a habit of competition blinds us to a different perspective.

But don’t think that only prisoners are subject to this. When Alicia has had groups of corporate executives play this game, they fall into the same behavior pattern as the prisoners. In fact, in some corporate sessions nobody “gets it”.

There seems to be a dichotomy between competing and winning. The idea of cooperating to win seems odd. In fact, we see other players complain that the ones who “get it” are cheating!

What you do depends on your view of the game. If the game is seen as a one-time event, why not be brutal – there will be no consequences. But if this event is one in a series, then cooperation is clearly the better long-term strategy, if only because there will be a chance for the other to get even.

In studies of prisoners’ dilemma style games (played for points and not reduced jail time) the players eventually settle into a strategy dubbed “tit for tat”. Their actions are saying, “If you cooperate last time, I’ll cooperate next time. If you defected last time, I’ll defect next time.”

Using the word “defect” helps us see the shift – the opposite of cooperating (working on the same side) is defecting to the other side.

The desire to compete and the desire to win are not the same.

Game terminology (strategies, tactics, moves, etc.) is often applied to “serious” parts of life. Because the word game has a connotation of triviality, we sometimes bristle at its use to describe the things that mean the most to us.

What if we kept in mind that ‘it’s all a game’ – would we behave differently?

Philosopher James P. Carse writes in the first chapter of Finite and Infinite Games, “There are at least two kinds of games. One could be called finite, the other infinite. A finite game is played for the purpose of winning, and infinite game for the purpose of continuing the play.”

The book’s subtitle is “A Vision of Life as Play and Possibility.” His premise is that a game is about the relationship between the player.

In the book he characterizes two types of players. Finite players play within the rules, infinite players play with the rules. Finite players play to end the game (with their victory), infinite players play to continue the game (by whatever means they see fit). Finite players play to win, infinite players play to keep playing.

The players who “get it” are playing with the rules looking to transform a finite game into an infinite one.

If this article has intrigued you we encourage you to look at the various “games” that you are “playing” and with whom. Who are your “teammates” and what kind of game are you playing? With increased awareness of our behavior, and the behavior of others, we are able to create a “win as much as WE can” mentality.

Change Your Tone – Media Coverage Shouldn’t Be Toned By Software

The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of “BlackBerry thumb” — but nevertheless getting your media coverage electronically has never been easier or more mobile.

The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of “BlackBerry thumb” — but nevertheless getting your media coverage electronically has never been easier or more mobile.

These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR — to automate media analysis and measurement — is already under way; but where should software stop to make way for human analysis?.

Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It’s a gamble with little upside.
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33 Reasons To Do A News Release

News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.

Press releases will get you coverage in set features like business notes, and new personnel columns. They also provide a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or PR Web.

News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.

Press releases will get you coverage in set features like business notes, and new personnel columns. They also provide a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or PR Web.
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7 Tips To Become A Star Tv Guest

Cosmetic surgeon, Dr. Robert Kotler’s New York based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here’s what happened next.

1. Map out the segment with the producer

*I was referred to one of the *bookers* who did a quick screening and then put me in contact with an associate producer.

How one expert made a splash on CNN’S Paula Zahn Now, and how you can, too

Cosmetic surgeon, Dr. Robert Kotler’s New York based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here’s what happened next.

1. Map out the segment with the producer

*I was referred to one of the *bookers* who did a quick screening and then put me in contact with an associate producer. Over several phone conversations, we worked out the subject matter of the 3-4 minute interview.*

NOTE: Once you’ve passed the *audition* with a booker you’re passed to an associate (or other less senior) producer. Often after that first “audition” you must be screened by producers at higher and higher levels. If you’re chosen then you begin to create a segment together.

2. Help the producer shape the segment

*The *backbone* of the spot was my recently published book, SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The Expert’s Guide to Safe, Successful Surgery. The associate producer and I had discussed what I consider to be the non-frivolous and important consumer issues of the book, such as how to select a properly trained surgeon and how to be certain that the facility in which the surgery is to be performed is properly credentialed and hence safe. And even the issue of having an anesthesia specialist in the patient’s service to assure comfort and safety. Those are the key gems for the consumer-reader-viewer.*

NOTE: Robert choose important issues of concern to Zahn’s audience angling his ideas to suit her show. It’s up to you to suggest ideas that would make a great segment. Listen to the producer’s ideas and don’t be shy about gently suggesting alternatives. A pro-active guest who knows his material is prized. Be sensitive though to how attached the producer is to his idea and suggest yours accordingly.

3. Expect the Unexpected

*On the air, the focus of the segment was somewhat different than I had been lead to expect. Paula Zahn, who is as smart, charming, and attractive off camera as on, was a hospitable and engaging interviewer. However, as comfortable as I was made to be, the questioning by Paula got stuck on *which celebrities have had what done.* And, they put up photos of some selected celebs and asked me to comment on them–including ones I had not seen prior.*

NOTE: Always be prepared for the unexpected. This is a frequent tactic of TV shows. If they had told Robert ahead of time what they were planning he may not have agreed to be their expert. Instead they lead him to believe that they would focus on what he considered important issues. To be fair to the show they may have planned to cover what was discussed, but changed their mind at the last minute. Or they may not have had time or didn’t feel it was necessary to inform their guest of show changes.

Also, talk show hosts are expert at making you feel comfortable. It’s their job to help you be a good guest (relaxed and credible)–as ones who are nervous don’t come across well. A typical tactic is to put you at ease and then ask an unexpected question to get a candid response–which often makes for good television. Be ready. You can be candid and still speak to YOUR talking points.

4. Prepare your answers and bridge to them

*While I have had professional coaching on *guesting,* and understood how to redirect the questions, I decided to just *go along* with the trail of questions Paula posed. I could see that this was going to be a *light interview,* not hard news. Not that it was distasteful or unpleasant, but, frankly, it seemed redundant and wasteful of audience time. I felt the public deserves more significant information than yet another review of Joan Rivers’ ultra–raised eyebrows or Michael Jackson’s nose remnant.

While I did not expect a formal *book review* I felt the viewers would have appreciated knowing how to avoid the bad surgical results that everyone is so familiar with.

As I would have told the viewers, *If presumably smart and wealthy people can have such bad cosmetic surgery, how does the *average citizen* avoid it?* In the end, it was not a particularly informative session–a bit fluffy–and I saw that as an opportunity lost. But, hey, while it says Cable NEWS (italics mine) Network on the door, it is still first and foremost entertainment. Show biz. So, always be cognizant of that, I just rolled with it and enjoyed myself.*

NOTE: The show wanted the sexy celebrity angle, but Robert could have bridged to the information he thought was important with a phrase such as *Mistakes can happen to anyone, including celebrities like Michael Jackson. To prevent these mishaps for yourself you can*…and then he could have delivered the key points he wanted to cover such as the importance of a good anesthesiologist.

5. Follow the host’s lead *and* make your points

*Yes, I could have diverted the conversation and tried to say what I thought needed to be said, but one has to weigh the benefit of taking that path and possibly being disfavored by the program and hence not be welcomed back or just going with the flow knowing that just *being there* and having the cover of the book flashed on screen is quite satisfactory for my purposes of promoting the book.*

NOTE: You can satisfy the host and yourself by balancing the information with what the host wants and what you want. If you transition gracefully by taking a few seconds to comment on their question and then a few seconds to focus on your point everyone will be satisfied.

6. Let the host and show promote your product

*Another unanticipated plus of appearing on the program was that during the entire day, the interview segment was promoted heavily and the repetition of my name throughout the day was a bonus that cannot be disregarded. I saw each hourly announcement as a *free advertisement.* I was happy.

Bottom line: Breathing or not breathing, dead or alive, being a guest on a nationally televised interview — regardless of the quality of the interview–is worthwhile to any author or public figure. And, it is fun and a memorable experience for those of us from outside the media world. The producers liked the segment and, after all, it is their show.*

NOTE: Often times guests are overly promotional in an effort to make the most of their on-air time. You won’t be invited back if you plug yourself or your product obviously. Find out ahead of time how your product will be positioned on the show. Let the host do the promoting. Your job is to give great information about the product, service or cause that incites your audience to take action.

BEFORE the show, and at the time your booking is confirmed, ask that your website, 800# etc. be displayed on the screen (this is called a chyron). Realize though, that some shows have policies not to do this. Ask also how your product will be positioned on the show. Always bring your product with you in the event they’ve lost the one you sent. This will insure that your product will get the publicity that you want. Better yet, if you can create interactive scenes that involve your product that are entertaining and witty you will be a hero.

7. Enjoy the recognition and propose a new segment

*Finally, and probably most importantly, my 87 year old parents thought I *looked very good on TV.* They liked my suit and tie selection. So, everyone was happy!*

NOTE: Make your parents proud. The kind of exposure you receive on national shows is invaluable for credibility — with your parents, competition, clients, and other national shows. And you can increase your recognition by calling up other talk shows and suggesting a different angle of the topic you just covered. Also, while you’re in studio propose another segment with a totally new angle. The time to pitch a segment is right then when everyone is happy with your appearance. Try and get a committed date on the spot.

3 Ways To Become A Media Bimbo

Bimboism is rampant in today’s media climate where those who do get their fifteen minutes of fame squander it with empty words and idiotic antics. Think about how much of YOUR time is wasted when you watch TV, listen to the radio or read newspapers or magazines. How long do you stay with a story if it’s not pertinent to your interests or if the interviewee is dull? With so much competition for your attention it’s easy to move on to the next best thing.

Bimboism is rampant in today’s media climate where those who do get their fifteen minutes of fame squander it with empty words and idiotic antics. Think about how much of YOUR time is wasted when you watch TV, listen to the radio or read newspapers or magazines. How long do you stay with a story if it’s not pertinent to your interests or if the interviewee is dull? With so much competition for your attention it’s easy to move on to the next best thing.
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