How To Score A-List PR On A Shoestring Budget

By: Karen Taylor Bass, The PR Expert

Find success with do-it-yourself marketing

So, how do A-list celebrities and corporations secure that ultimate public relations campaign that has them on everyone’s lips?

First, let’s talk about what public relations entails: fostering public goodwill and creating a favorable opinion for a product, person, or thing. Basically, it attracts consumer attention to a product and is generally a well planned campaign. Public relations is not about creating a one-shot hype campaign, planning a special event, and hosting a party for the media. That’s called publicity.

Lisa Price of the popular and multimillion-selling natural haircare company Carol’s Daughter certainly secures A-list PR now, however, that was not always the case. So what did she do?

She created both short-term and long-term plans, hired top-notch professionals – strategic marketing and brand expert Steve Stoute, along with celebrity endorsers including Will and Jada Pinkett Smith and Mary J. Blige -- to promote her brand and business.

Most burgeoning stars and business owners hire a publicist, which can range from $2,500 to $10,000 a month. It is possible to do it yourself, and as the PR expert, I’m going to show you how.

These strategies will not only get you started; they will empower you to win and standout from the competition:

Click here to read tips and learn more: http://www.blackenterprise.com/blogs/2010/05/20/score-a-list-public-relations-on-a-shoestring-budget/

Let me know what strategies you have implemented to grow your brand.

Brand Sidibe: Confident and Consistent

Follow her example by using bold authenticity to stand out in the marketplace

Gabourey Sidibe is using brand consistency to make the most of her big break.

This game of life requires you to be confident and consistent. If you say you are the best—then bring it. Show your successful projects, letters of recommendations, and praises from your (former) employers and colleagues.

The competition to secure an opportunity can be challenging—entrepreneurs must deliver a consistent and confident brand each time. Branding—as mentioned in earlier posts is—a consistent feeling, image and experience desired from a product conveyed to the general public. Basically, you the entrepreneur are the brand.

Enter brand Gabourey Sidibe, the NAACP Image Award recipient and Academy Award nominee. She is the unlikely next big star, her debut role as Claireece “Precious” Jones in Precious: Based on the novel “Push” by Sapphire, she has been working consistently in Hollywood. Brand Sidibe has allowed her personality to take center stage and foment demand simply by being herself.

We get it that Sidibe isn’t the “standard beauty” that Hollywood seems to crave, and she isn’t being raved about as much as uber-waif and fellow Oscar nominee Carey Mulligan, but Brand Sidibe is a one-woman show oozing with determination, talent, and girl next-door appeal. Her brand is unconventional, confident, consistent, powerful, authentic and well liked. What could have been easily 15-minutes of fame, is still a precious moment developing for the star.

As entrepreneurs and women we must learn from Brand Sidibe to love the skin we are in to attract the big break. How many of us miss the mark because we don’t believe in our gifts? Is it because we are busy worrying about the competition, or is because we lack confidence as it relates to our talent? All you need to succeed is within you.

When shock jock Howard Stern made his crass comment, “…Everyone’s pretending she’s a part of show business and she’s never going to be in another movie. She should have gotten the Best Actress award because she’s never going to have another shot.” Sidibe made Stern eat his words when she recently hosted Saturday Night Live, and announced that she’ll have a recurring role on Showtime’s new comedy “The Big C,” along with the upcoming film “Yelling to the Sky” and co-hosting "The View" next month. Not bad for an actress who had never acted before.

Start your campaign of brand confidence and consistency today. Trusting that you have what it takes to win; showcase your character and knowledge to standout; deliver to your client what you pitch; and display the confidence to make it happen. Here are some tips to get started:

1. Define yourself and love the skin you are in by your standards (warts and all).
2. Do your research as it relates to the marketplace. What can you bring differently to the job/contract?
3. Show up to win, it’s all an attitude and mind-set
4. Have fun and enjoy each moment of life.

What are your strategies for winning? Let me know your thoughts.

Karen Taylor Bass, The PR Expert, provides entrepreneurs, corporations, and mompreneurs with essential branding, marketing, and public relations coaching; www.karentaylorbass.com and www.taylormademediapr.com. Follow Karen's tips and Caviar & Chitlins moments at Twitter, twitter.com/prexpert.

Let's Talk About Tiger Woods And The Elephant In The Room

Honestly, I really don't care about Tiger Woods transgression(s) ... its not my business.

What I do find interesting is the modern day witch hunt of Brand Tiger Woods by the media. Isn't this a private matter? Is it unheard of for a man of Mr. Woods stature to cheat? Absolutely not.

Why has this become such a front page story, what makes this so interesting? How can this be b-r-e-a-k-i-n-g n-e-w-s? Men cheat all the time, regardless, of their social stature. Mel Gibson had an affair, left his wife, expecting or had a baby with his new babe, and, no real witch hunt for Mr. Gibson.

Let's talk about the elephant in the room, Tiger Woods and Race.

America looks different. The image of the Black man representing the new millennium is powerful, smart, good- looking, rich and a family man. Meet Tiger Woods, Dwayne "Rock"Johnson, Derek Jeter and President Barack Obama -- to name a few. These men are their own respective powerful brands, and lifestyle influencers.

America still has trouble accepting and talking about RACE -- the ultimate elephant-- race.

Race has become more of an overt issue (since the inauguration of our president) as how white folks deal with the new "Black" man. Think about it.

Let's just deal with Tiger Woods at this moment. Tiger Woods as I can recall, never publicly talked about his "blackness," although he is Black. Yes, you are mixed, however, America only sees a Black man -- rightfully so.

The media witch hunt for Tiger Woods has been brutal with hoochies and sources coming from everywhere.

What made this affair different from other hi-profile trysts? Why did CNN consider this breaking news? Is it because he is a Black man married to the "ideal" societal image of beauty? Is it because Tiger cheated with women of less ilk? Or, is it because he simply cheated and became human to many?

Regardless of the reason, I still don't care about Tiger's private life; his sponsors don't seem to care much about his private life either.

I am concerned about (more) troops being deployed to Afghanistan, health care and employment opportunities.

Let's move beyond this and allow the Woods' to deal with their private matter.

At least Brand Tiger has helped magazine sales, TV viewership and all other mediums during this economic tsunami.

My suggestions for Tiger are real simple:
1) Create A New Image. Come out of hiding and take your kids for ice cream. Be seen as the quintessential father.
2) Give Back . Make a generous donation to a worthy foundation publicly or simply manage the information the media is reporting.
3)Do what you do best. You are a golfer, go out there and make it happen.
4) Stop sending text messages to hoochies. No need to explain this one.

Is it Time to Re-Fresh Your Brand From Frump To Fab?

It's a word which is mis-used and over-used each day. The word is Branding. Branding is best defined as a consistent reliable experience derived from a product which the consumer believes is the best of its kind.

For example, the golden arches and McDonald's french fries. conjures up a unique experience each time. Would you agree the taste of the french fries is the same anywhere and any day? Probably yes.

As consumers we love consistency, not boredom. Is your brand consistent and sexy?

As the CEO of the company -- you are your brand. The minute a person meets you, regardless of how dynamic you are, you are being challenged on 1) Authenticity of Information 2) Perception.

How you present your information-- everything from colors to paperstock, and, how google-able you are, especially in a world of digital and social media is key. Also, the perception of your brand in the marketplace now more than ever will seal your success or failure in attracting opportunities.

Smart and strategic branding is essential for entrepreneurs, small business owners, and part-time CEO's. Is it possible that your brand might need a fresh coat of paint... some re-freshing? Here are some tips to Re-fresh your brand from frump to fab on a shoestring budget:

1) Give your brand a makeover. Just as you paint your office each year, your business might need the same. Re-fresh your logo, update the content on your website, launch a new service or product, every six months. Collect data from the visitors to your site and give them a reason to come back. Don't allow lack of creativity and dollars to cripple you.

2) Be Savvy with Social Media. It's free and the Internet is a force, are you participating? Start a free blog (go to http://www.blogspot.com); answer questions on LINKEDIN.com; be a key influencer on Twitter and Facebook, offer exciting business tips; start writing a monthly newsletter to your clients; and, create a commercial showcasing your brand, it's easy as 1-2-3.
Check out: http://www.youtube.com/watch?v=SGcc3sm6VG8

3) Become An Expert and Promote Yourself.
Remember, you are an authority in your field, begin to visualize and execute your plan as if you were a rock star. Pluck a story from the headlines and write from your perspective as a business owner. How has the recession impacted your business, have you lost government contracts; laid of employees; and, hired more freelances? Write for your favorite business journal, newspaper, magazine and get a byline. Impressions are key and you will become a go-to source for the media.

4) Create a 30 second elevator pitch. Make a promise to go out twice a week with your new pitch and secure new business. Networking is key to grow your brand.

5) Build a Media Empire. Write a 50-page E-Book on your industry, business success/pitfall; become a radio host (Blogtalkradio.com). Remember, it’s all about exposure. Once it becomes a bestseller, make it a soft cover book and get an agent.

6) Tap Into Your Network to Increase Your Net worth. Most people don’t tap into their contacts; your contacts can lead you to opportunities, meetings, and business leads, which can increase your bottom-line.

7) Be Wacky to stand out. Make your own rules. Send Christmas/Holiday cards in June; Valentine Cards in December. Set your own tone and be noticed.

8) Polish your image (outward and inward).
Are you sending out the message that you want? If so, what is that perception? Ask your friends and family members what impression they have of you.

9) Empower Your Life.
Give back. A great deal of business is done while volunteering, which can provide you a legitimate aura of leadership, dedication and commitment. Expand your base of key contacts. Become a board member and create a positive perception of who you are.

Karen Taylor Bass, www.karentaylorbass.com, The PR Expert is known for helping clients clear the clutter, while working towards the finish line.