Publicity Pursuit - Questions to ask yourself

Getting Started (Youngmarketer Publicity Series) 

Before you start your publicity pursuit, there are a few questions which you need to ask yourself. 

1) You need to understand your own strengths and weaknesses.

2) Assess and reevaluate your personality and be true to who you really are. 

3) Decide to what extend you are willing to be transparent and honest to the media. 

4) Understand the differences between a public and private persona. 

5) Decide on an appropriate Public persona for yourself. 

6) Know who are your competitors and their involvement in getting publicity. 

7) Understand your own ‘standing’ within your industry and discipline. Know your unique selling proposition. 

8) Know your media coverage indicator. Have you been profiled before? If yes, which are the media that have been supporting you? If you haven't been profiled and you are newsworthy enough, your chances of getting covered will be even higher. 

9) Do you intend to get publicity for yourself or through a third party? Get a publicist if you do not have the time. It is easier to get a neutral party to 'sell' the story for you. 

10) You must be prepared for negative coverage. In the publicity pursuit, there are times when bad publicity means good publicity. Hence, always be mentally prepared as you will never really know the outcome of a media pitch or interview. 

The advantages and disadvantages of being famous (extracted from Mentorship Handbook)

The Advantages and Disadvantages of being famous

The advantages of being famous are:
1) You are being seen as someone important.
2) You are being seen as someone influential.
3) You are being seen as a trendsetter and opinion leader.
4) It opens door to a lot of opportunities like product endorsements, business tie-ups and speaking opportunities.

The disadvantages of being famous are:
1) You are constantly in the public’s eye.
2) You are constantly being scrutinized by the media.
3) There is a potential loss of freedom.
4) Your actions are susceptible to ‘media blown ups’ should there be a minor mistake made.

It is important that you know the reasons for getting publicity for yourself. Once you are in the public’s eye, there is no turning back. If you are able to understand and accept the intricacies that come along with getting publicity, do go ahead with it. Sometimes, the pros outweigh the cons.

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Why be famous?

Why be famous?

So you want to get publicity for yourself

First and foremost, you need to re-examine the purpose of getting publicity. 

There are several reasons why;

1) I just want to get famous

Some people just love to hog the media limelight. Fame and glory are what they been living for. The thrill of being noticed, bitched and discussed are great incentives to get famous. Some try all out to be noticed, while others just love the media attention. 

2) I want to be known as an opinion leader in my field. 

Some people are getting publicity solely for business sake. This is especially so for doctors, entrepreneurs, trainers, financial planners, to name a few, where finding a unique niche for themselves is of paramount importance. Most people are using the media to strategically position themselves, more so for business reason.

3) I am launching a service or product soon

Like people who are getting publicity for business sake, there are people who use public relations or publicity to launch a product or service. As advertising is expensive, getting publicity for products and services will be a cheaper, credible and more cost effective alternative. 

4) I want to climb up the corporate and social ladder

There are people who are keen to climb up the corporate and social ladder using publicity as one of the methods. By being noticed and highlighted constantly in the media, it gives them additional mileage and awareness in the minds of their potential stakeholders; existing management, headhunters and potential employers. This would aid their chances of being promoted and recognised. 

Extracted from Dennis Toh Publicity handbook

Verifying my blog on ping.sg

flauntprdennis's Profile on Ping.sg 

My Forgettable Blog?

A friend commented that my blog is forgettable. I was puzzled as my site is getting very good hits daily.

i asked why so? he said cos there is nothing exciting! Hmmmm.

It left me thinking and wondering how I should further excite and entertain my audience, and in this case, him.

Should i do wacky stuff and post videos on my blog? Or I should start bitching about other bloggers, like Xiaxue and Dawn?

Anyway, I heard the more controversial you are as a blogger, the more hits you'll get.

I am exploring some ideas, and would like to hear your views -

1) Inject a podcast series
a weekly podcast to educate my audience on marketing, pr and social media related stuff. You get to hear my voice!

2) Start a 'looking good' section
basically some tips on keeping fit and grooming. You get to see my 'body'!

3) Have a 'monthly industry gossip' segment
basically i blog about some gossips, people whom i met and some hearsay on certain things...You get to hear the juicy stuff.

4) Discuss how certain celebrities and/or personalities are using media to further their stardom and popularity.You get to learn!

5) Blog about my 'clients' promotions - so you get first hand news on their latest activities and deals.

Well i am just throwing ideas. Do tell me what you think.  They might still be boring ideas, lol.
I might not implement them, if it doesn't make sense.

Ok - That's for now.
Good night peeps!

Apple's warning to its resellers

I was asked to comment about Apple's recent warning to their resellers on the iPAD saga. The story got killed in the end. I guess they realised the scope of the article is lacking.

My responses however-

1) A company’s channel decisions and strategy directly affect every other marketing decision. Authorised resellers and distributors are important partners that help make a product or service available for use or consumption by the consumers.
When a company announces the launch of a new product, the company needs to synergise its communication messages with the actual situation that is taking place in the market.
When products are seen in the market (before the actual launch), it might create confusion for consumers as they might be wondering why goods are floating in the market before the actual launch. Moreover, consumers might not be able to tell the differences between parallel imports and products that are sold officially from the sales company.
2) The other possible reason could be a reflection of their channel distribution strategy. A company needs to be fair to all its channel partners; by sounding a warning to some who didn’t abide by the rules, it showcase the company’s commitment towards a fair and transparent distribution approach. This would enhance the credibility and goodwill amongst its partners and stakeholders.

Any views?

For many motorists, bigger is better

One of ST's journalists wrote to me and asked about the reasons why bigger cars (above 1,600cc) are outpacing smaller cars (up to 1,600cc) in growth over the years in SG and whether i see the trend continuing.
My reply to him -

The COE price gap between Cat A and Cat B has narrowed over the last few months.

The trend is a reflection of the growing middle & upper income segments in Singapore. Based on a recent report by Boston consulting group, the number of millionaires in Singapore grew by 14 percent.

Household income has gone up and average car price has gone down.

Oil prices have stabilized and hence consumers’ are more confident to invest more on cars.

By and large the economy is improving and consumers are more inclined to purchase big ticket items.

Property prices are still in their rocket high and investors and Singaporeans are rather, still holding back on their property investment and purchase. During this interim, there’s a paradigm shift in consumer’s purchase and wants– in this case on larger and luxury cars.

I see that the trend will continue for a while

1) Singapore’s economy is improving and going for double digit growth

2) The need for Singaporeans to be mobile as our quality of life improves.

3) The increased destination and tourist spots in SG targeting Singaporeans and heartlanders ( eg. Resort world Singapore, Marina Bay Sands, Sentosa etc) Singaporeans are travelling to all these spots with their families a lot more. Hence the need for bigger cars.

4) The continued pursuit for quality of life. By and large, Singaporeans are a sophisticated bunch and need to travel and be exposed to new things, ideas. Car ownership also allows Singaporeans to find self actualization in themselves and also a platform to showcase their achievement and status.

5) The change in weekend cars scheme which allows consumers to drive their cars on weekends (full day) and also the timing change during weekdays.

and here's the outcome -

 

Yes, that is my sister, Wendy Toh

Choose Wisely

MUSEE PLATINUM TOKYO, JAPAN No.1 hair removal salon targets Singapore

MUSEE PLATINUM TOKYO, JAPAN NO.1 Hair removal salon targets Singapore

 Japan no. 1 Hair removal salon looks set to capture the women’s hair removal market in Singapore.
 MUSEE PLATINUM TOKYO is recognised as Japan’s no.1 hair removal salon chosen by more than 510,000 satisfied Japanese female customers.

SINGAPORE, 13 July 2010 FOR IMMEDIATE RELEASE

MUSEE PLATINUM TOKYO, Japan no. 1 premium hair removal salon has identified Singapore as one of its strategic markets to target.

MUSEE PLATINUM TOKYO is recognised as the no.1 hair removal salon in Japan chosen by more than 510,000 satisfied Japanese female customers. It has recently won the No. 1 Oricon Customer service ranking in Hair removal category two years in a row since 2009. The salon uses the latest technology, Smooth Skin Control Hair Removal technique, which works more effectively on hair roots without damaging the skin, so one can see the results much faster, with painless treatments.

MUSEE PLATINUM TOKYO opened its first outlet at The Centrepoint in February 2010. The second outlet, which is located at Parco Millenia Walk, was launched in March 2010. There are plans to open a third outlet in Singapore. Since its inception, the salon has received positive reviews and support from the Singaporean women.

There are currently 93 MUSEE salons in Japan, 5 salons in Hongkong and 2 in Singapore.

Kana Hirayama, Public relations manager of JG Singapore Pte. Ltd, ‘We have received tremendous support and good reviews from our customers since the openings of our two outlets in Singapore. A lot of Singaporean ladies are very satisfied with our services, particularly the S.S.C hair removal technology which made the whole hair removal process a seamless and painless one. I am confident that more customers will be able to benefit from our unique brand promise, as we continue to innovate and improve on our services.

One of the * signature offers launched recently is the unlimited sessions of the underarms hair removal package at just $188 (U.P. $998 for 6 sessions). With this package, there are no extra charges involved while existing customers can also enjoy the promotions.

MUSEE PLATINUM TOKYO is located at #P3-13 Parco Millenia Walk ( Tel: 6337 7273) and #03-20 The Centrepoint (Tel: 6735 8511). Visit www.musee-pla.asia for more details.

MUSEE PLATINUM TOKYO facebook fanpage can be accessed via the following link;

http://www.facebook.com/?ref=home#!/pages/Singapore/MUSEE-Platinum-Tokyo/125740957465221

* the promotion is for a limited time period only.

Flaunt PR secures MUSEE PLATINUM TOKYO account

Flaunt PR secures MUSEE PLATINUM TOKYO account
 Japan no. 1 Hair removal salon signs up Flaunt PR to boost its publicity efforts.
 MUSEE PLATINUM TOKYO looks set to capture the women’s hair removal market in Singapore.

SINGAPORE, 13 July 2010 FOR IMMEDIATE RELEASE

MUSEE PLATINUM TOKYO, Japan no. 1 premium hair removal salon has appointed Flaunt PR to boost its publicity & social media efforts in Singapore.
MUSEE PLATINUM TOKYO opened its first outlet at The Centrepoint in February 2010. The second outlet, which is located at Parco Millenia Walk, was launched in March 2010. There are plans to open its third outlet in Singapore. Since its inception, the salon has received positive reviews and support from the Singaporean women.

MUSEE PLATINUM TOKYO is known as the no.1 hair removal salon in Japan chosen by more than 510,000 satisfied Japanese female customers. It has won the No. 1 Oricon Customer service ranking in Hair removal category two years in a row since 2009. The salon uses the latest technology which works more effectively on hair roots without damaging the skin, so one can see the results much faster, with painless treatments.

There are currently 93 MUSEE salons in Japan, 5 salons in Hongkong and 2 in Singapore.

Publicist Dennis Toh will look into MUSEE’s branding, media relations and social media efforts. Part of the challenge is also to assist MUSEE to engage the bloggers’ community, especially the young executive and student bloggers.

One of the signature offers launched recently is the unlimited sessions of the underarms hair removal package at just $188 (U.P. $998 for 6 sessions). With this package, there are no extra charges involved while existing customers can also enjoy the promotions.

MUSEE PLATINUM TOKYO is located at #P3-13 Parco Millenia Walk ( Tel: 6337 7273) and #03-20 The Centrepoint (Tel: 6735 8511). Visit www.musee-pla.asia for more details.

MUSEE PLATINUM TOKYO facebook fanpage can be accessed via the following link;
http://www.facebook.com/?ref=home#!/pages/Singapore/MUSEE-Platinum-Tokyo/125740957465221


ABOUT THE COMPANY www.yourpublicitymatters.com

Flaunt Communications is a public relations agency providing communication services to help entrepreneurs, personalities and small business owners boost their sales, create public awareness, and build credibility with media publicity.

Flaunt Communications seeks to empower business owners and personalities by improving their professional & corporate image.

What to include in a press kit

Every company needs a press kit. Simply put, a press kit is just a concise set of documents that introduces people to your business. This article enlightens you on the timeless art of creating press kits that give a positive first impression and open the door to win-win long term relationships with editors, journalists, investors, and others.

A press kit can be a valuable tool in promoting your company and its products. That's great, you say, but what is a press kit? Well, the name is something of a misnomer. Although it can be used to introduce your company to the media, a press kit is really just a packet of information about your business. You will use to present your business' best face to reporters, potential investors, clients, marketers - anyone who needs to know what your business is all about.

The main point of a press kit is to express who you are, what you do, and why it matters. The key to a good press kit is knowing what to include and what to leave out. With that in mind, here are some of the things your press kit should contain:

A cover letter. Each press kit should contain a personalized cover letter rather than an impersonal form letter. This letter doesn't have to be a masterpiece - just a one-page or less explanation that grabs the reader's attention and tells them why you are sending them a press kit in the first place. Many business owners also like to include a small handwritten note with the letter to give it a more personal touch.

Company information. It seems obvious that your press kit should include information about your company. After all, that's the point. However, you shouldn't include every piece of promotional literature you have ever produced. Instead, only include the information that is most relevant and up-to-date, as well as concise material about your company's history and key leadership. The form this information takes can vary to include brochures, fact sheets, or other materials.
Product material. It's important to also include material about the products or services your company sells. Again, don't include everything - just those things the reader needs to gain a basic understanding about your products.

Press releases and publicity clips. Be sure to include copies of any media stories that have been done on your company and products. Photocopies are fine, but if there are photos you may want to consider color copies instead of black and white.

Financial information. While you don't need to include detailed financial information in your press kit, it's a good idea to include a basic financial statement. This information will be invaluable to potential investors and others who need to know about your business' sales capacity and financial viability.

Once you have compiled the necessary information, you'll need to present in a manner that communicates professionalism and excellence. Consider producing your press kit in both an electronic and paper format. The electronic version can be posted on your website or sent as an e-mail attachment. The paper version can be collected in an attractive folder to be mailed or hand delivered.

Remember: Quality counts! By taking the time to proofread for typos and spelling errors you can make sure your press kit has the sizzle it needs to make a good impression.

I am watching world cup finals now!

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reflections

Thanks all for the concern! There were a few students who texted me with all the 'Get Well' messages. I am touched.lol

I am feeling much better this morning though i still feel the phlegm and apparent lost of voice.

I felt bad when I had to cancel my classes. The virus which I caught last thursday was just too strong and deadly for me to overcome. Slept at home like a deadlog, did some work, had a simple dinner outside and am back home to sleep at 12midnight yesterday.

I did some reflection though. the fact that we have to give thanks in all circumstances. we need people to give us encouragements when we fall sick. we learn to appreciate life alittle more. cliche as it sounds, you reflect better when you re sick.

I realised i am quite a workaholic too. My mind just couldn't get off work ( my client's stuff).

Anyway I am all prepared for a special party tonight. I heard it's gonna be quite fun. Stay tuned.

Thanks again for all the well wishes. I getting better and heading straight to the harshness and beauty of life again. See you.

For those who missed this video.

You need to love what you do

I am officially down with flu. Fell sick last night and slept till this morning.

I cancelled my class on facebook, something which i thought was interesting. With the advent of technology, there are just so many platforms to communicate our messages across.

Since i am on MC today, I shall just pen down my thoughts about my job as a marketing lecturer so far.

The journey has been rewarding. And I'm loving it.

I used to think that my calling was just to be a marketing or media professional. I used to want to work in the media line, be a DJ, emcee or an artiste (don't laugh). I took part in star search 2001, thinking that i can find my quick way to stardom. I got into the top 12, fought my way and realised I wasn't that great afterall. I had my fair share of media attention, fans, interests from relatives and friends. But that's just it. After two years, people forget about you and you are back to normacy in life.

I told myself that i wanted a career in marketing. I joined Panasonic Singapore and it was the beginning of a whole new experience. I travelled to remote places in India, rode on motorbikes and got robbed in Vietnam hcmc, bribed an official in Bangladesh ( for official work purpose), saw the serenity and the harshness in Cambodia ( phnom penh), drove in New Delhi and many more wonderful experiences which are still vivid in my memories.

My experiences in MCYS, HTL and Pacific Healthcare were equally rewarding.

Now that i am a lecturer teaching subjects like marketing, A&P, consumer behavior, i realised it is a whole new paradigm shift in my outlook work life. Though i miss the travelling a bit (actually ALOT!), i believe teaching has got its merits and fulfillment. I pride myself as someone who is able to relate to people. I had my fair share of leading people in my last two jobs. Managing students require a different set of skills.

I am enjoying it. Students coming to me asking for opinion. Students teasing me. Students listening attentively to what i have to say.

Well it is after all part and parcel of mentoring. As we grow older, we learn more about ourselves. Imparting what you know and the next generation learn. As a marketing mentor, i hope to empower students, young executives on real life marketing skills - something which they are able to apply in all facets of their lives in future.

You need to love what you do. So know where's your passion and keep the fire burning.

Dennis Toh