Over the weekend I got to pose with celebrities – not the real pro bloggers and social media marketing celebrities I’ll see at BlogWorld Expo in about 10 days, but images of the people who got the very same education I did and then rose to fame. That’s me with Dick Van Dyke, actor and star of so many movies, and Bobby Short, called the world’s greatest cabaret singer who performed at the Cafe Carlyse in New York City, in the halls at Danville High School, right outside the auditorium with Tiffany chandeliers. Billed as the most expensive high school in the United States when it was originally built for one million dollars, like most high schools the grads are proud of their legacy.

Ever wished you could be famous but didn’t think you could be a noted celebrity actor, thinker or speaker? In this article, originally published in 2007, you’ll discover eight ways to share star power with the celebrity rub-off effect.
Will you be at BlogWorld Expo? Let me know so I can get a picture with you!

1. Choose Credible Celebrities
Make a list of people you’d like to meet or celebrities you’d like to be associated with. Think about leaders, speakers, products and even objects like cars that have the knowledge, image, power or credentials to give you more credibility with your audience.

2. Take a Picture
Bring your camera along with you to conferences, book signings, association lunches and special events. Find someone to snap a quick shot of you and your celebrity – after asking for their permission and telling them how you plan to use the image. Also offer to email a copy to them and the event host for use in their own promotional publications.

3 Write a Few Words
Send your celebrity a testimonial about how they changed your life or work. Track your celebrity online and in the news and then respond with a comment that relates your experiences.

4. Become a Student – Even for an Hour
Getting close to a celebrity thinker for an intimate conversation is empowering and enlightening. Most successful people enjoy mentoring students and will promote your success along with their own.

5. Read Their Book
Can’t get close to a best-selling author? Quoting them or referencing their work in a recommended reading list lets your audience know you value and follow their thinking.

6. Reference Relevant Videos
For the original article, I recorded a video with Jenna Fischer from The Office and Blades of Glory. But, she’s also Wired Magazine’s April 2007 cover girl. The video talks about “Radical Transparency,” a concept covered in the issue, which I tie into my Panoramic PR course. Today, you get to watch two videos, both embedded in the post, that feature Dick Van Dyke and Bobby Short. I did get to meet Bobby Short, once, when he was signing CDs at Neiman-Marcus. It took all my courage to go up and introduce my self as a someone from his hometown. It turned out he still owned the house he grew up in – a few blocks away from ours. I haven’t met Dick Van Dyke, but my father knew his father.

7. Interview Industry Celebrities
Round up the top 10 in the business and invite them to be speakers in a virtual event as I did with Ultimate PR Secrets. This direct connection immediately aligns you with leading authorities and opens new doors for collaborative projects. It’s really easy to talk to people at conference, but why not start conversing on Facebook, twitter or LinkedIn before you get there?

8. Express Your Opinion
What do you think about what they’re doing? For this one, you can comment on anyone, as long as your comments tie into your values and offer relevant insights. Be cautious about alienating people if you feel really strongly about an issue, but remember that it’s okay to take a stand.

Dick Van Dyke Show Video

Bobby Short Video

How about you?

How do you tie celebrity news and interviews into your public relations and social media marketing?

Ever wished you had your own in-house search engine strategist? I have and today we do.

Thanks to Bob Tripathi for contributing this guest post on how to write an optimized press release. Bob and I met in the press lounge at Ad-Tech, we worked collaboratively to promote a SEMPO event and we met up at SES Chicago. Bob Tripathi works as an in-house search marketing strategist with Discover Financial Services. Bob also does In-House SEO Training and online marketing training at Instant E Training.

Five Ways to Write an Optimized Press Release
• Headline – Most important part of your release so use your most relevant keywords here
• Sub Heading – Use secondary keywords in the subheading
• Body of Press Release – Use primary & secondary terms here
• Use of Hyperlinks – (link to other pages on website)
• Post Image with each release

In 2007, Google unveiled a new way of showing results from user search queries and named it Universal Search.

What universal search essentially was a new way of pulling information from various sources like video sites, social network sites like Myspace, Facebook, Twitter, from blogs, and press releases. What this created was a new way to optimize all your sources of content. Traditionally, in order to rank higher in search engines we would go and optimize the content on our site and voila!

One of the biggest changes that have taken place is in the traditional role of Corporate Communications.

The early days of writing a press release and then faxing or emailing the story over to a list of journalists is long gone. Instead, journalists today are used to subscribing to RSS feeds, searching Google and Yahoo news sources among others as new methods of finding stories. As such, optimizing press releases becomes a very important step in this whole process of internet news optimization.

Optimizing press releases ensures that your story gets wider coverage in the marketplace and the one that stays fresh and in circulation for a longer period of time.

It is imperative that all press releases that you send out are optimized for search engines. Lets look at all the important elements of a press release.

The Anatomy of a press release

The headline and the sub-headline are the most important part of your press release. Make sure you are using the right keywords in this section.

Ideally, you want to target 2-3 keywords and use in both headline and sub-headline. Here your goal should be to use the language that the users would type in the search engines and not the language that YOU use to describe your product or services. I like to call that as alignment of languages. Later on we will also look at using keyword research tools to find the right keywords.

The press release body is the place where you want to use your primary and secondary keywords but at the same time ensuring that you are not diluting your content by stuffing (overusing) your keywords. I would suggest not using your each keyword more than twice. This is also the place where you want to use your press releases with links going back to your site. Again, hyperlink your strategic keywords as search engines follow the anchor text trail to rank pages.

To give you an example:
Our CEO had more to say about this issue. Click here to learn more…..
The common fallacy here is to make the “Click Here to learn more” part hyperlinked.

Instead try writing it this way…..
Find out more on what our CEO has to say about Educational Toys…
In here you would hyperlink the words “Educational Toys.”

As a rule of thumb use 1-2 links within your press release going back to your site.Using more and chances are your press release might get flagged by some news agencies.
Your footer is another place where you should use links to your company site and also internal product or services page.

Remember, a well optimized press release will not only help you in build great search engine visibility but also help to build links.

Keyword Research to Optimize Press Releases
Keyword research is all about aligning your language with the language of your target market. Online marketing has given marketers the edge by knowing what prospects are thinking and searching and targeting them accordingly.

I would suggest using Google’s free keyword tool as a good starting point. You can also learn more on how to use Google Suggest for Keyword Research. The best part of this tool is it will give you a good estimate of what keywords drive the highest volume in terms of search queries.

You can customize based on your country as well as keyword preferences. Once you enter a keyword in this tool it should give you results like the one below

On the top right there is a match type drop-down and depending on what you select your search volume estimates could vary. More information on match type can be found in Google Help Center. I like to keep it at Exact match type as that is a better predictor than the broad match type. Also, remember that Google keyword tool includes estimates from Google’s content network partners too so your search volume numbers would look little inflated. Google would not disclose the percentage of their content network partners but my guess is around 30-35%.

Press Release Image: screen shot of a PRWeb press release from How can a press release be an all-in-one marketng tool?

What do you think? What’s your experience with writing online press releases?

A reader writes a question about how to get started in new media consulting pr. . .

Barbara,

My name is Erica Grigg. I found you via the internet and I’m extremely interested in your work as a freelance PR consultant ([Erica’s projects include] working with Channel 4, British Log Cabins and Pants to Poverty)… I’ve been successful as a freelance environmental new media consultant in London, but really interested in moving over to Chicago…

How did you get started? Do you happen to know any great organisations to connect with new media people?

Thanks so much in advance.

Best wishes,

Erica Grigg

www.carbongirl.wordpress.com

Erica,

Thanks so much for writing and for giving me permission to share your message – and my response – with Wired PR Works readers. Sounds like you’re quite successful now; doing a bit of planning and research to see if Chicago’s a viable market for you is a good idea.  Your niche, environmental new media consulting, is one with a global reach. Quite possibly, you may live in London now, move to Chicago and work around the world. Thought you might enjoy this photograph I took on Saturday of the Jay Pritzer Pavilion in Millennium Park. We’d love to have someone like you in Chicago!

Because I teach freelance creative types how to position themselves to be professional consultants [like me!] who own and manage agencies, I’m linking to my “Write from the Start: How to Launch a Creative Consultancy” course outline. Let’s start with the last question first.

Question: Do you happen to know any great organisations to connect with new media people?

Because you mention moving to Chicago, start by joining the Chicago Social Media Club on Facebook and check out these social networking groups in Chicago. 

Question: How did you get started?

What a long, windy roundabout answer I could give, but I’ll restrain myself and filter out what is most helpful.

Recognize Milestone Moments

For me, it was waking up alone on my first Mother’s Day in St. Louis. My job as a national sales manager/trainer required travel and lots of it. When I found myself missing my blonde little munchkin more than I enjoyed my work, I asked myself: What’s next?

Explore New Directions

Coincidentally – or not – a new career consulting practice opened in town at the same time I decided to reevaluate my path. After six weeks of dialogue, exercises and collage-making, I announced my outcome: I should be a writer or a florist. So, I interviewed at flower shops [didn’t pay enough to pay the babysitter] and attempted to apply to grad school [the admissions counselor told me I already had enough skills to be writer]. Talking with people who were already successful as professional writers gave me the confidence I needed to step into my new career as the owner of a marketing communications practice.

Take Action

Opening my business, CoryWest Marketing Communications [named after my mother and grandmother], in 1990 was a scary thing to do. Although it seems so common now to be a mother with a home-based business, it wasn’t back then. I left a job that gave me an 8% raise, reduced my work hours and cut back on my travel to keep me. But, working full-time downtown and traveling wasn’t working. I talked my husband into letting me sink $5000 into office equipment. Another mom in my playgroup designed my business cards. My baby [and, later, her two brothers] went along with me to writers’ breakfasts. I started making cold calls and offering communications people at healthcare organizations throughout Chicago a newsletter I wrote, printed and mailed quarterly. Every time I sent it out, I made at least $3000.

Be Confident

One of my best assignments was working in Sears, Roebuck & Co.’s internal communications departments as a consultant. Although I was a contract employee,
my internal clients didn’t always know that. I got the job as a recommendation from my friend/mentor because another woman was going on maternity leave. It was supposed to be a three-month assignment, but ended up being extended over and over again. My projects there included launching the first intranet site, developing a software vendor evaluation system, managing annual employee elections communications for 300,000 associates, writing copy for multiple sites and developing training for credit card associations.

Keep Reinventing

Having a core group of clients who rely on me for all of their communications needs has always been my strategy. I find the one job deals to be exhausting and not worth it for me or the client. Being on the edge of what’s new and what works differentiates CoryWest Media, LLC from our competition.

Where’s the PR angle?

At my corporate job, I wrote presentations, came up with direct mail copy, designed brochures and contributed to a graphic services team. But, I never, ever, ever wrote a press release, an article or even thought about media relations until I cold-called a prospect who asked me if I could help them get their name in the news. Of course I said yes. As a sales rep, I knew how to talk to people on the phone – how hard could it be to talk to reporters? Now, PR is often the lead card for us.

Your Turn

Have you ever switched careers or moved your business to a new location? How did it go? What tips can you share with Erica?

Talking about online marketing and public relations is one of my passions. Every chance I get, I share my knowledge.

Thanks to Dr. Pauline Wallin for selecting me as her online virtual publicity expert in her upcoming “Marketing with Authority” distance learning course. Find out how Pauline promotes her programs using slideshare videos like this one in this week’s Cool Tool feature.

View Market with Authority on Slideshare.

When Pauline put out a call for speakers, I responded right away. We first met through Teleseminar Buddies, a group for students and grads of Alex Mandossian’s Teleseminar Secrets [affiliate link]. Pauline organized the group and we’ve been chatting via the forum for two years now.Pauline is a psychologist, coach, author and Internet search expert. Her unique style of marketing has landed her interviews with the New York Times, Washington Post, Consumer Reports, Newsweek, CBS, CNN and other major news media.

We recorded our call in December – I’ll be back on live for a question and answer session. Participants will hear from top-notch guest experts, including:

* a Chicago publicist (yes, me – Barbara Rozgonyi)

* a blog specialist

* a social networking strategist AND

* a former Google employee who helped design their popular pay-per-click program that brings visitors to your website.

The course format has 2 components:

1. A self-paced narrated slideshow – learn any time during the week that’s convenient

2. Fridays: live Q&A session via conference call.

If you can’t make the live call it will be recorded. Whether you’re an auditory or a visual learner, this course will suit your style. Register here: http://findnewaudiences.eventbrite.com << SPECIAL DISCOUNT FOR YOU >> ==> Pauline is offering Wired PR Works readers a 15% discount. Use this code during the checkout process: BARBARA

If, after the first class, you find that the course is not for you, you’ll get a complete refund. Class starts the week of January 14.

Update 01.17.08

To produce the class, Pauline uses a program called Flashspring, which installs as a plug-in inside PowerPoint. She says it’s more flexible with more features than Slideshare and converts to Flash faster. Flashspring starts at $199.00.

Update 01.27.08

Embedded video changed to a link for faster blog loading time.

Contact Barbara about a project or speaking opportunity.

Technorati Tags: Marketing,Seminars,Blogs,Public Relations,Publicity,Barbara Rozgonyi,Speaking,Professional Business Development,Business blog

Money may not grow on trees, but it does on the BizRadio Network.

On Saturday January 5, 2008 my interview [Barbara Rozgonyi] with BizRadio co-founder Elisea Frishberg airs on her “Behind the Fame” show.

“The Sound of Your Money Growing” – that’s the tagline for BizRadio Network.

When you check BizRadio’s excellent media kit, you’ll see these stats: average household income exceeds $371,563 with an average net worth over $2,659,000. Millionaires: 1 in 3. Multimillionaires: 1 in 6.

What an impressive and successful audience!

With a guest list that includes really famous people like Dan Akroyd, Steven Covey, Mark Cuban, Henry Kissinger, Ted Koppel, Ed McMahon, Deborah Norville, Johnny Rutherford, Pat Sajak, William Shatner, Gene Simmons and Zig Ziglar, this station is sort of an entertainment meets business on the news corner over lunch at the table right next to you.

When Elisea sent me an email asking for a time for an interview, I didn’t ask her why or how she chose me. Rather than jinx my chances, I said “Of course, I can talk to you on New Year’s Eve at 11:00 in the morning.” In between times, I checked in with her friendly producer, Peggy, to see if I could get a few inside tips on what I should talk about. Being reassured that this would be a casual conversation, I made a list of all the people who’d influenced my success in life.

Elisea surprised me with her in-depth research about me, yes me, and my accomplishments. She’s a great show host who knows how to underscore her guest’s talents for her listener’s benefit. In the course of 20 minutes, we talked about the Marketing Transformations Process, my Christian Century article quote, online PR, keywords, blogging and email. Sort of a whirlwind tour of the best of my client’s collective success compressed into an entertaining interview.

At this point, you may be you’re asking the same question as my family: “We love you [okay you wouldn't say that], but how did you get to be on a behind the fame show?”

Although I didn’t get around to asking Elisea for her answer, I think it had something to do with our conversation over lunch at Ken McCarthy’s System Intensive in Chicago. Her stories about persistently pursuing show hosts and guests intrigued me.

When I got a call on my cell phone from Elisea on the train ride home within an hour after the seminar ended, I knew she’d called my office number and then tracked me down from my voicemail instructions to get the location of a networking meeting I had to miss. Knowing that I left without her contact information, I asked her to send it to me. By the time I got back to the office, it was waiting for me. I am honored that Elisea remembered me and thought enough of me to ask for an interview. Here’s hoping that the information I gave out will motivate her listeners to test out new marketing tactics in 2008.

If you’re in the Houston area next week, check out BizRadio’s 2008 MoneyFair. And if you want to hear the sound of your money growing, listen to BizRadio online.

Listen to my interview [Barbara Rozgonyi] with BizRadio co-founder Elisea Frishberg on her “Behind the Fame” show

Interview Barbara Rozgonyi about blogging, marketing, online PR or virtual branding.

Technorati Tags: Barbara Rozgonyi, media interview, radio show guest, marketing blog, online PR, virtual branding, subject matter expert, Wired PR Works, CoryWest Media