Branding & PR Expert Insight For Authors And Speakers

Expert influence™
Pamela Gilchrist
Chief Strategist l CEO
Gilchrist Group
@pamgilchrist
# NSAOHIO


What We Will Cover…
Public Relations
2. Build & leverage brand awareness
3. Develop key messages & supporting content
4. Understand the elements of a great media kit
5. Develop your “Content Strategy” & “Ed Cal”
6. Identify tools and communications channels to
grow your brand
7. Identify opportunities/tools for generating publicity
8. Learn why your website and online presence are
key ingredients for success

Expert influence™

Expert influence™
THREE PILLARS
Thought Leadership
Media Relations
Online Presence


How To Become An
Expert With Influence
• Develop Your “Why” • Be Vertically Famous
• What Authority • Get Published
• Plan Your Message • Step Up To
• Get Spokesperson Leadership
Coaching • Build Your Reputation
• Integrate With • Be Quotable
Business Objectives • Be Strategic
• Take A Stand • Be Controversial
Work With A Team Of Experts

Build Your Expert Brand

• Tell stories
• Be the expert (an earned right)
• Market your expertise
• Leverage expertise
• Influence others
• Develop trusted relationships


Influential Experts
Exhibit The Following Characteristics
1. Likeable
2. Believable/Credible
3. Trustworthy
4. Subject Matter Expert
5. Entertaining/Interesting
6. Achieved “Message
Mission”


Caution
Thought Leadership Is “Earned” not ordained.
• “Trust is built on reputation and reputation is
generally NOT built on advertising or looking
smart.” -- Elise Bauer

• “Thought leadership is not
what you say or write.
It is a way of being.”
-- Brian Carroll Power Of Intention


Pam’s Tips
• Develop Your “Why”
• What Authority
• Plan Your Message
• Get Coaching
• Integrate With Business Objectives
• Take A Stand


Pam’s Tips
• Be Vertically Famous
• Get Published
• Step Up To Leadership
• Build Your Reputation
• Be Quotable
• Be Strategic
Work With A Team
Of Experts

For Best Results:
Influence | Engage
ExpertInfluence™
• Build Awareness
• Build Understanding
• Build Relationships
• Build Credibility
• Build Loyalty
• Build Sales


Get A Go-To-Market Strategy


Integrated
Communications
Move Consistent Messages Across
Multiple Channels & Platforms

• Public Relations •Community •Online Strategy
• Media Relations •Employees •SEO
• Trade Shows •Sustainability •SEM
• Analysts •Case Studies •Blogs
• Thought Leadership •White Papers •Blog comments
• Expert Spokespeople •Podcasts •Cross-links
• Training •Webinars


A Little Planning

• What is your purpose?
• What is your goal?
• Who do you want to reach
• Why do you want to communicate
with them?
• Are you willing to listen?


Planning Cont.
• What do you have to say that matters?
• How will it benefit others?
(It’s sharing, not selling!)
• How does it fit into your overall
communications plan?
• How will you implement/manage
• Define your editorial boundaries


INTEGRATE YOUR
MARKETING STRATEGY


Branded PR
• Use your personal brand
• Be consistent across all channels
• Use logos, photos, taglines


Build Brand Awareness
5 Steps To Build Brand Awareness
2. W-O-M

3. Live Networking

4. Social Media/Social Networking

5. Speaking Engagements

6. Published Articles

Build Brand Awareness

• Crowd sourcing
• Business announcements
• Share expertise
• Link, link, link
• Promote upcoming speeches/events


Online Presence


Live Search
• Every Tweet, Every Post, Every Link,
Every Breath You Take…

IS


Online Strategy
• Additive -- Not Substitution
• Offers Vital New Channels (CGC)
• Allows Show & Tell
• Multiple Data Points To Complete Puzzle
• Allows Control Over Framing
• SEO/SEM Raises Awareness
• Social Media Newsrooms
• Enhanced/Tagged News Releases


Social Media

Top 7 Social Media Tools
2. Dynamic Website/Blog
3. User Generated Content
4. Links & Back Links
5. You Tube
6. LinkedIn
7. Facebook
8. Twitter

More Outlets To Tell Your Story
1. Podcast
2. Push-Email
3. Radio
4. TV
5. Newsletters


http://www.youtube.com/watch?v=mt0nMju0VPQ&feature=fvwrel


Content Strategy


Where To Start: Big Picture

Make It Part Of Your Go-To-Market Strategy


Content Economy
• Be Relevant • 80/20 or 50/50
• Be Thoughtful • Be Linkable
• Be On Point
• Be Useful
• Be Informational
• Be Consistent
• Be Friendly


Keywords

Conversation Boundaries
Content Outlines

Go To Market Strategy
Content Development
Speeches, Webinars, Articles, Books
Podcasts, Ebooks, Publicity
Blog Posts
Relevant Conversations
Links, Back Links
Tweets


Where To Start: Big Picture

• Support Your Brand Position
• Be True To Your Topics
• Keywords
• Conversation Boundaries


Where To Start: Development

• Speeches
• Webinars
• Articles
• Books


Content Strategy:

• Podcasts • Relevant Convos
• Links
• Ebooks
• Back Links
• Blog Posts
• Tweets
• Publicity


http://pitch.pe/77928

http://www.pitchengine.com/account-center.php?id=2498


Myths & Realities
• Myth: It’s Easy
• Myth: It’s Cheap
• Myth: All I need are sound bites

• Reality: Tough work, real planning, devil in the details
• Reality: Ongoing campaign needs support
• Reality: Relevant, substantive content is king


Media Kit
• Bio
• Fact Sheet
• News Release
• Promo Photos
• Visuals
• Samples
• Relevant Links To Current Events
• B-Roll/Video

Expert influence™
EXAMPLES


Links To TV Clips
http://www.news10.net/video/player.asp?filename=http://www.sacandco.net/clips/april2009/parenting_hu

http://abclocal.go.com/kgo/story?section
=view_from_the_bay/parenting_babies&id=6749246


Earning The Right – My Story
• 20+ years telling other people's stories
Magazine editor
Speaker-Link™ program
• Book dev/ghost writer/
publishing advisor
• Book launch expert (Self-pub. authors)
• Exec. media trainer/Fortune 500s
• (Fail Forward Fast)
• Exec. speech writer/platform coach
• Training Investment: 5+ Yrs
• Subject matter expert developer Writing/Speaking conferences
• Feature story writer • Book proposal training
• Pam’s “Chicken Soup” fluke • 9/10 royalty house acquisition
• Pam’s 5 year plan editors accepted pitch/book
(And how the dream stalled out) proposal
• Choosing a brand platform


Secret Revealed


Pam’s Tips

Top Five Strategies To Remember

2. Relevant content is king
3. Add value
4. Be authentic/consistent
5. Communicate early and often
6. Build relationships, not sales


Marketing | PR Reminders
• Be relevant • The customer is in control
• Be professional • Focus on interaction, not
the transaction
• Be ethical
• Content is king
• Be authentic
• Devote appropriate
• Focus on a niche resources
• Provide edutainment • Combine with traditional
• Use social intelligence resources
• Integration is key


Any Questions?


Continue The Conversation
Pamela Gilchrist, MA, APR, CPT
Chief Strategist, Gilchrist Group
Strategist | Speaker | Author
859-431-9090
@pamgilchrist
info@gilchristgroup.com

Connect With Pam At: http://www.gilchristgroup.com
http://www.linkedin.com/in/pamelagilchrist.com
http://www.twitter.com/pamgilchrist
http://www.youtube.com/pamgilchrist


Pamela Gilchrist
Chief Strategist l CEO
Gilchrist Group
@pamgilchrist
# NSAOHIO


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