Building a Platform.

There's a word floating around the publishing and recording industries of late--platform. What industry execs want to know before they sign a new artist or author is do they have a platform? Do they have a built-in audience? What most would-be artists and authors miss is the subtle but obvious question really being asked by the big companies -- can you sell your own CD or book without us? Think about the ludicrousness of that for a moment. Because if the answer is yes, then why do you need them?

Books and music will never be the same again thanks to iTunes and Kindles. Technology has over-taken both industries to the point that once-needed go-betweens (i.e. publishers, record labels) are scrambling to figure out their place in this new world of downloads and instantly-accessible libraries. William Young thought he needed a publisher and sent his manuscript, THE SHACK, to several of them. They all turned him away. Undaunted, he self-published his book anyway. At nearly four million copies sold, I'm fairly certain Mr. Young is glad he doesn't have a publisher.

Which brings us back to platform. Can you create your own? You betcha. What are your strengths? If you're a singer, can you also speak? If you're a writer, have you started a blog regarding your book's subject? Think outside the scope of the talents you have and explore ways you can create opportunities to touch people with your message. In our social network universe, the consumer is more accessible than ever and a platform is even more attainable. With a little ingenuity, some guidance from a quality public relations professional and some blood, sweat and tears, you can have a best-seller on Amazon and discover the benefits of owning 100% of your work and reaping 100% of the profit.

What Not to Do

As a publicist, bad interviews can make me cringe. This one made me head for the corner in a fetal position. I am reluctant to even comment on this video because, well, even a non-PR pro can list the things wrong with this one. But let's play along anyway and use the opportunity to draw out some good pointers. Here are some standard, common-sense television interview tips:

NO-NO: Don't read while the host is speaking to you.
YES-YES: Be prepared.

NO-NO: Don't pitch a talent you clearly don't have if you've been invited to the show to talk about running for the office of mayor.
YES-YES: Stay on subject.

NO-NO: Don't insult the host after she has given you ample time to showcase your non-talent.
YES-YES: Be courteous.

NO-NO: Don't be pushy about a return invite ON camera. If you want to be a jerk, do it off camera.
YES-YES: Be grateful for the opportunity on and off camera.

NO-NO: Don't EVER use a hand held tape recorder to play background music tracks.
YES-YES: Be professional.

Any questions?

Be the Golden Arches

I have worked with high-profile clientele for most of my 20+ year career. The biggest mistake I see clients make when trying to promote themselves is they get too wrapped up in their current "project" (book, cd, etc.) to keep the whole picture in focus.

I don't know about you, but by the time my child was 3 years old, he could pick out a McDonald's along the street. And not because I ever took him there. I rarely did. But he had seen those Golden Arches many times before Barney, after The Magic School Bus, during TaleSpin -- those Golden Arches surrounded everything he saw on TV. He really had no idea WHY he wanted to go to McDonald's, he just knew he should. McDonald's sees the big picture.

But you say, "I'm an artist not a fast food restaurant." Right. But you ARE the Golden Arches. Your new CD, your new song, your new book -- they are your chicken nuggets, Big Mac, large fries.

If you only think about your career in terms of your latest work, then your career will be short. Artists, authors and speakers need to think about making a "brand" name for themselves. Yes, you want to have a menu of tasty items (cds, books, songs). But ultimately, your name -- your reputation -- your artistry should mean something. Listeners will hear your music once or twice, but fans will sign up for your Facebook and Twitter accouns. Readers might like your latest book, but fans will stand in line for your book signing. A really, really hungry person might stumble into a McDonald's one day because its convenient, but 3-year-old whines and cries until he steps inside those Golden Arches. Now, that's a fan for life. Develop that kind of a following, and you'll enjoy a long and prosperous career.

You're Only as Good as Your "Onlys"

I may not amount to much, but at least I am unique.
- Jean-Jacques Rousseau

You are unique, and if that is not fulfilled then something has been lost.
- Martha Graham

Call it my motto. But usually one of the first things I ask a potential client is "What are your ONLYs?" After they stammer for a second, I explain: "What makes you unique to everyone else like you who is doing the same exact thing as you? Answer that question, and our PR campaign begins." Some people know the answer immediately. Others do not. Part of a publicist's job is to find those "ONLYs."

In the theme park world, their ticket sales are based on having the fastest, the tallest, or the longest ride. Notice the -est. Your "only" might be an 'est.

I recently did a short campaign for an insurance group and asked them that question. They immediately answered it, yet they had never TOLD anyone about it. Most companies, artists, ministries have some "onlys" they can talk about. And if by chance they don't have any, they can always create some.

Christians who have gifts to share sometimes feel at odds with what they deem as bragging or "tooting their own horn." But if you have an effective ministry, if your product or service fills a need, if you have something to contribute to the betterment of society, is it really the Christian thing to do to keep it a secret?

14 "You are the light of the world. A city on a hill cannot be hidden. 15 Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house. 16 In the same way, let your light shine before men, that they may see your good deeds and praise your Father in heaven.-- Matthew 5

Whether you are a singer, author or corporation, if you live by Christian principles, you should be more than willing to tell others about the gifts bestowed on you by God. Discover your ONLYs and embrace them as part of your identity. God gave them to you for one simple reason -- to share them. Now, go hire a publicist -- and tell everybody.

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When to Get a Saddle

"If one person calls you a donkey, ignore them. If two people call you a donkey, look behind you for hoof prints. If three people call you a donkey, buy a saddle."

If you are not concerned about your reputation, then you have already sealed your fate. And this rule doesn't just apply to public figures or people who make their living as artists or authors. Anyone in ANY field should be concerned about their reputation. And it should be the number one concern every publicist has for their clientele.

A reputation goes before you and follows you. It is what people judge you on even if they have never met you. It is difficult to keep shiny; like fine silver, it can tarnish if careful cleaning is not applied -- often.

In the course of representing other people for 22 years, I stumbled upon a surprising fact several years ago. My reputation is as important as theirs. If the media hates me, guess what? I'm no good to any client. So I began to do my diligent best to treat the media even better than I treated clients. I realized I couldn't (and shouldn't) have clients without cultivating my relationships with media outlets first.

So what does that involve? To me, serving the media means several things. First, know who they are and what they do. One of my best friends became my friend because she laughed out loud at the pitch I made to her magazine. Instead of taking offense, I laughed with her. (To this day, I still kid with her that it really was a good pitch for her magazine; she just didn't personally like the artist.) But it taught me a good lesson. Know the audience each media services, and then pitch things that matter to that audience. It annoys the media to get a pitch from a publicist who doesn't know (or care) what they do. I've learned to do my homework.

There have been many times when I have helped the media secure interviews or product from people or companies that I did not represent. Why would I do that? It all goes back to service, something especially important to me because I work with predominantly Christian media for Christian clients. Servanthood is a requirement of my faith, and I apply it to my job.

So how do you fix a tarnished reputation? That's the question that an army of public relations consultants are asking each other right now in a crowded room on Tiger Woods' behalf. It is a complicated process, and it doesn't always have the best outcome. Better to preserve your reputation in the first place.

Billy Graham once said that he made sure he was never seen in public alone with a woman. If he needed to have lunch with a business associate who was a woman, he brought a man with him. Why go to the trouble? Because he wanted to avoid even the appearance of impropriety. Reverend Graham is over 90 years old now. And he never had to buy a saddle.