6 Steps To PR Readiness

You're a mom entrepreneur, so I know you're doing amazing things. Inventing killer products. Offering unique services. Running a busy store. Making life easier and better for your customers. Are you ready for your close up? You know, the moment when you get to tell your story to the world? Here are 7 steps that will prepare you for any PR moment--TV, newspaper, magazine or radio -- and help you shine like the star you are.  

1.  Be proactive

Don't wait for press opportunities to come to you. LOOK for them. Subscribe to HARO and PitchRate. Look on Oprah, Rachael Ray, Martha, Dr. Phil.  

2. Skeleton pitch

Have a basic pitch ready so when you find a great PR query/lead, you can respond right away. A pitch should include the following: 

A brief introduction that covers who you are & what your company is/does. No more than one paragraph, preferably 2-4 sentences.

Your pitch--a sentence or two about why your company would be perfect for the query. Use bulleted lists (no more than 5 bullets) to quickly highlight your "pitch points"

A call to action—tell them what you want them to do. Interview you, call you, visit your site, etc.

Follow up—tell them when you’ll be back in touch and then DO IT.

3. Media Kit

Always have your media kit ready - it makes you so "media friendly".  Here's a brief recap of what should be in your media kit: •Bio (Liz Goodgold says you should have this in PDF form so you can easily send it to media folks who request it. You can create PDF documents using Google Docs!) •Past press coverage/releases •Endorsements/testimonials •High & low res photos •Contact information   

4. Get Radio Ready With 7 Second Sound Bytes

Radio interviews are very different from magazines and TV--there are no visual aids. You want listeners to remember you and your company. You should have a "7 second sound byte" ready for when you introduce yourself on air. Fr example, "I'm Heather Allard and I help babies sleep--I invented Swaddleaze" or "My name is Ashley Jones and I hold up banks and gyms--I'm a structural engineer". Make it clever, make it quick, make it stick. Bonus points: Write your own 7 second sound byte and share it in the comments.    

5. Practice Makes Perfect

Have an upcoming TV appearance? Angela Jia Kim from Savor The Success shares some wonderful tips on how to get "camera ready" and be a great TV guest here. Before your TV appearance, try videotaping yourself so you can see and hear yourself on camera. Do you flap your arms, cross & uncross your legs, rub your nose, lick your lips or say "Um" repeatedly? Better to do it now than on live TV. Once you know your "nervous flubs", you can practice a few times at home on your own video camera until you feel comfortable in front of the TV camera.  A few tips from Angela's media trainer, Jennifer Flaa: •Focus on what you are passionate about - nothing makes nervousness disappear faster. •Lean in and connect with the host -- say her name, touch her arm -- things you would do in a normal conversation. •Enjoy the moment  

6. TV Outfit

You need to have an TV outfit "at the ready" for when you get that phone call from a TV producer.  It must be a complete outfit with hose and jewelry that fits today – not when you’ve lost 10 lbs, not when you have time to go shopping, but now.  Trust me, you do not want to get your magic call and be unprepared.  You're a mom entrepreneur, so I know you're doing amazing things. Inventing killer products. Offering unique services. Running a busy store. Making life easier and better for your customers. So, are you ready for your close up? You know, the moment when you get to tell the world all the amazing things that you do?   

So there you have it...6 steps to PR readiness so you never miss your moment to shine. Did I miss anything? Let me know in the comments.