Proper public relations - getting reporters to notice you and your business and using promotional means to stay top of mind with clients, customers, and colleagues - is even more crucial during the Covid-19 pandemic.
I am very pleased to have Janet Falk, distinguished P.R. and marketing guru and Founder of Falk Communications & Research, as a guest on my next show on "Employment Law Today" - Tuesday, December 8th, from 5pm to 6pm (EST) on TalkRadio.NYC.
Janet has helped many professionals to navigate the press, attract reporters, and upgrade their marketing and promotion.
Eric introduces the guest of the show, Janet Falk. Eric begins the conversation by asking Janet about her origins in marketing and publicity. Janet then details a successful story she’s had helping a client, earning them over eight-hundred phone calls with only three glowing articles. Janet explains how marketing should be seen as an investment and lays out the structure and makeup of a solid elevator pitch.
Eric continues the conversation by asking Jane how small businesses should approach attracting media coverage, some of her advice including brand-building, networking, and client communication. Eric then chimes in with how colleagues can assist your business in searching for clients. Jane then denotes how information can be spread from just an email signature. Eric then asks Jane about the most effective tool to reach out to reporters.
Jane talks about how the construction of a news story and how a business should consider what aspects of their business they’re advertising and the audience they seek to capitalize on. She also notes to be conscious of what platform you seek to advertise on and to always have a second pair of eyes on your plans. Jane relays her wide-ranging experience to listeners and explains what differs her approach from her peers.
Eric asks Jane how reporters are interacting with professionals and business owners in wake of the pandemic. Jane then explains how to get into contact with news reporters, keeping their personal lives in mind. Jane shares her final thoughts along with dropping her contact information to listeners (with a visual on Facebook Live).
00:00:35.040 --> 00:00:44.460 Eric Sarver, Esq.: Good evening. Welcome to employment law today. I'm your host Erick solver from the law office of arrogant solver. I'm an employment law business law attorney.
00:00:44.730 --> 00:00:54.330 Eric Sarver, Esq.: And I'm here tonight with a special colleague and friend of mine is Shannon fog public relations and marketing communications guru, Shannon. Welcome to the show.
00:00:54.810 --> 00:01:01.080 Janet Falk, Public Relations: Eric. I'm very happy to be here and talk about public relations and marketing communications for small business owners.
00:01:01.650 --> 00:01:11.640 Eric Sarver, Esq.: Well, I'm happy to have you. I thought I tell some of our first time listeners and some of our return listeners a little bit more about employment law today. Before we delve into our topic.
00:01:12.270 --> 00:01:24.420 Eric Sarver, Esq.: And this is a show that I created been running around 1112 weeks now, every Tuesday night 5pm to 6pm here on talk radio NYC. You can watch this live on Facebook.
00:01:24.870 --> 00:01:38.250 Eric Sarver, Esq.: Or you can hear it on the audio at the talk radio NYC website and the purpose of the show is to educate, to motivate and to inspire small and midsize business owners, particularly during this rough time dependent
00:01:39.240 --> 00:01:48.030 Eric Sarver, Esq.: And in this time. There are many employment law and labor law issues that come to light, as well as business law issues that you have to keep in mind.
00:01:48.390 --> 00:02:08.370 Eric Sarver, Esq.: But it's also a time when everyday things like marketing and cyber security issues around PR and CFO related matters financial consulting all of these professional services are actually very crucial right now. During this time, so in that vein, I wanted to have
00:02:09.570 --> 00:02:19.440 Eric Sarver, Esq.: Channel fog on the show. And I'm so glad you joined us. And I thought I would read a little bit of an introduction for you, Janet. That's okay. For audience tonight.
00:02:19.470 --> 00:02:28.620 Eric Sarver, Esq.: Is great. Okay. And our topic. By the way, in our show would be public relations during the pandemic. How to Attract press and publicity for your business.
00:02:29.400 --> 00:02:38.730 Eric Sarver, Esq.: As mentioned, my guest genital fog is a communications professional with more than 30 years of experience as a consultant, I should mention this part.
00:02:39.150 --> 00:02:50.190 Eric Sarver, Esq.: In both in house and a public relations agencies Janet advises attorneys at smaller firms and with a solo practice on media relations and marketing communications.
00:02:50.580 --> 00:02:59.790 Eric Sarver, Esq.: And she works with other professionals to help them to attract new clients to remain on top of mine with prior clients. Keep in touch with referral sources.
00:03:00.330 --> 00:03:09.120 Eric Sarver, Esq.: Generate a new story about their business and Jenna helps litigators to get the press coverage that puts pressure on opposing counsel.
00:03:10.470 --> 00:03:21.120 Eric Sarver, Esq.: General leads workshops on these topics. In fact, I believe she bed one just earlier today and advise on media relations website improvements LinkedIn profiles.
00:03:21.660 --> 00:03:28.080 Eric Sarver, Esq.: As well as articles in non legal industry trade publications and client newsletters, among other areas.
00:03:28.860 --> 00:03:36.690 Eric Sarver, Esq.: She has published articles on media relations and marketing and the New York Law Journal, The New Jersey Law Journal and marketing the law firm.
00:03:37.230 --> 00:03:43.920 Eric Sarver, Esq.: And as a frequent guest on podcast about public relations and legal marketing. I encourage any of our listeners tonight.
00:03:44.370 --> 00:03:57.810 Eric Sarver, Esq.: To speak with Janet for a free 30 minute consultation to assess your communications activity and your online presence. Janet says she guarantees two ideas I heard she gives many more.
00:03:58.470 --> 00:04:05.520 Eric Sarver, Esq.: So, Janet. Again, thank you. Really pleasure to have you on the show. I'm glad to be having this conversation with you about such an important topic.
00:04:06.390 --> 00:04:13.830 Janet Falk, Public Relations: It's always important to be putting yourself in front of your audience, whether it's online or in the news.
00:04:14.580 --> 00:04:29.490 Eric Sarver, Esq.: Great, great. And you know with this, with this topic I wanted to ask you, perhaps a question. I know I spoke a bit about your background, but just tell us them curious. How did you get into PR and marketing. Oh.
00:04:29.520 --> 00:04:33.720 Janet Falk, Public Relations: Eric, it is a very long and convoluted tale. But the short answer is
00:04:34.230 --> 00:04:45.330 Janet Falk, Public Relations: I was a college professor Spanish and found that I was not satisfied with my work. So I participated in an executive MBA style program.
00:04:45.750 --> 00:04:54.810 Janet Falk, Public Relations: And from there I started working on Wall Street. I was doing close textual analysis, not of Spanish literature but financial statements.
00:04:55.350 --> 00:05:05.280 Janet Falk, Public Relations: And in speaking with the CFO or the Investor Relations contact, I realized that that was a role that I was very suited to. It was like teaching
00:05:05.460 --> 00:05:12.690 Janet Falk, Public Relations: Because I was taking complicated ideas and breaking them down and and connecting different points of information to create a theme.
00:05:13.470 --> 00:05:21.690 Janet Falk, Public Relations: So from there, I took a class in investor relations and through networking, something I know you're a big champion of networking
00:05:22.140 --> 00:05:28.650 Janet Falk, Public Relations: You're networking with one of my classmates. I got a job at the Public Relations agency where he worked
00:05:29.160 --> 00:05:34.290 Janet Falk, Public Relations: And so that was the start of my public relations career. Oh, I went from academia.
00:05:34.650 --> 00:05:46.950 Janet Falk, Public Relations: To Wall Street to public relations and in the scope of my career as you mentioned, I've worked at agencies. I've worked on staff at Wall Street firms and I've worked for nonprofits.
00:05:47.220 --> 00:05:57.270 Janet Falk, Public Relations: And I bring all that experience together from these very diverse sectors in my independent practice advising business owners and attorneys.
00:05:58.530 --> 00:06:05.940 Eric Sarver, Esq.: What's quite quite interesting tale. And it's interesting because I know that people, when they have different backgrounds and they have
00:06:06.510 --> 00:06:23.070 Eric Sarver, Esq.: Different fields, they've been in often they can bring as you mentioned those diverse experiences and the understanding of people and of the mechanics are different fields, you can bring that with you as you said into PR and marketing, communications, which I have no doubt you do
00:06:24.480 --> 00:06:31.350 Eric Sarver, Esq.: I wonder in that vein, would you want to share with our viewers tonight, perhaps maybe one of the most memorable success stories you've had with the client.
00:06:31.710 --> 00:06:39.120 Janet Falk, Public Relations: I love to tell this story, Eric. So I had a client who had a niche business in the credit card industry.
00:06:39.930 --> 00:06:51.120 Janet Falk, Public Relations: And he had some clients that were hotels and some of them were very well known hotels, working with me I developed a case study for him.
00:06:51.600 --> 00:07:07.620 Janet Falk, Public Relations: And I pitched it to several hotel industry publications and as part of the case study. I had quotes from two of these hotel clients and their CFO said, what a great job he had done for them and how they had
00:07:08.040 --> 00:07:12.420 Janet Falk, Public Relations: They had saved hundreds of thousands of dollars literally hundreds of thousands of dollars.
00:07:12.990 --> 00:07:33.000 Janet Falk, Public Relations: So three articles in hotel industry publications were published talking about his services and quoting these, you know, CEOs from these very well known hotels. Yes. How many phone calls. He got as a result of these three articles Eric just guess
00:07:34.950 --> 00:07:36.690 Eric Sarver, Esq.: How many phone calls, he gotten
00:07:39.570 --> 00:07:43.770 Eric Sarver, Esq.: Is it more than a dozen 15 phone calls.
00:07:44.010 --> 00:07:46.080 Janet Falk, Public Relations: It's made more than a dozen 15 it's
00:07:46.110 --> 00:07:58.500 Janet Falk, Public Relations: 800 800 800 and hundred. Now imagine Eric if he had bought a list of CEOs of hotels and tried to contact the CFO.
00:07:59.550 --> 00:08:12.240 Janet Falk, Public Relations: And they get emails and they got phone calls all the time. People cold calling them wanting to sell them their services and he would not have gotten any ground with them whatsoever, but here 800 hotel CFO.
00:08:12.690 --> 00:08:20.160 Janet Falk, Public Relations: Hmm, got in touch with him. And these are not luke warm leads. These are burning hot leads that want his service.
00:08:20.820 --> 00:08:27.960 Eric Sarver, Esq.: You know, it's amazing when you think about I just had Janet the tiny would take him first of all the time with a gun Jimmy spend
00:08:28.320 --> 00:08:35.070 Eric Sarver, Esq.: Reaching out to the content that you know people, but also the, the chance of success is so much lower. If he's just cold calling versus
00:08:35.460 --> 00:08:39.240 Eric Sarver, Esq.: You know, the work you did to get these leads and have these people call him, it's really remarkable.
00:08:39.750 --> 00:08:52.950 Eric Sarver, Esq.: I was going to get 200 but my fear was that, you know, I've had that question before. And if for some reason was less than that you, you might say, well, was but but that's actually really not surprising that you guys are to the festival result.
00:08:54.270 --> 00:09:01.950 Eric Sarver, Esq.: I know that when I whenever I have a client and there's a successful outcome. There's a certain satisfaction you know that comes with that just knowing that you can
00:09:02.340 --> 00:09:15.660 Eric Sarver, Esq.: Help them. And so, you know, people out there listening tonight. Keep that in mind if you're contemplating some PR relations and marketing communications. It's definitely something to be strongly considered and so
00:09:15.990 --> 00:09:20.910 Janet Falk, Public Relations: I would put it to this way or another, always concerned about the return on investment.
00:09:21.270 --> 00:09:33.750 Janet Falk, Public Relations: On public relations right and and and too many people think that Marketing and Communications and Public relations are an expense, but they're not an expense. They are in investment.
00:09:34.110 --> 00:09:41.640 Janet Falk, Public Relations: And if you as a business owner don't invest in your own business, then who do you think is going to do that for you.
00:09:43.050 --> 00:09:43.350 Janet Falk, Public Relations: Right.
00:09:43.380 --> 00:09:57.060 Janet Falk, Public Relations: Right, though. I think it's very clear that by getting 800 phone calls. I don't know how many turned into clients, but my getting 800 phone calls that more than paid for the investment, he made by by hiring me
00:09:58.110 --> 00:10:03.510 Janet Falk, Public Relations: To his profile in front of this very targeted and very desirable audience.
00:10:04.740 --> 00:10:12.510 Eric Sarver, Esq.: Yes, I think it's such an important point to make to that people often look at any kind of service and they say, okay, well, what's the expression because the cost
00:10:13.140 --> 00:10:21.690 Eric Sarver, Esq.: But whether it's PR and marketing, communications, or let's say joining us or networking group that if you can get clients on that.
00:10:21.990 --> 00:10:34.620 Eric Sarver, Esq.: Or even just over yourself in terms of your connection to your colleagues who might then be for you or hire you or something or get you a speaking promotion and my lead to something else. You never really know. I find how
00:10:35.160 --> 00:10:39.840 Eric Sarver, Esq.: How things will turn out so it's a good point to make to and sometimes the ROI is not
00:10:40.320 --> 00:10:49.230 Eric Sarver, Esq.: A very sometimes not a very direct line. Exactly. Well, I put in these many hours and I got this return as long as the ROI may come to try and invest if I come
00:10:50.220 --> 00:11:01.080 Eric Sarver, Esq.: Maybe six months later, but it could be as soon as three days. But the interesting success story. It's something to really I've heard you talk about several things. We've had lunch and coffee and you've told me different stories over the years.
00:11:02.250 --> 00:11:05.370 Eric Sarver, Esq.: I don't know if I heard that one. So it's kind of good that I went to answer that question.
00:11:06.840 --> 00:11:15.960 Eric Sarver, Esq.: If I may ask you another question, since the start of the show is showcasing you and your talents and and also letting our listeners know what they can
00:11:16.680 --> 00:11:27.240 Eric Sarver, Esq.: Expect or gave you. I've been networking groups with you and you know I encourage elevator pitch. I've heard it kind of starts with them why her and not me.
00:11:28.650 --> 00:11:35.220 Eric Sarver, Esq.: So what is it over to pitch about I think I know, but can you break it down for those who haven't agreed for our viewers tonight so
00:11:36.180 --> 00:11:53.550 Janet Falk, Public Relations: I read once that when you're giving a keynote speech. The first 15 to 30 seconds are when the audience members are poised on the edge of their seat and they're expectant and they're waiting to hear from you.
00:11:54.540 --> 00:12:01.200 Janet Falk, Public Relations: So to begin your elevator speech with my name is Janet Falcon and public relations and marketing communications professional
00:12:02.100 --> 00:12:18.840 Janet Falk, Public Relations: Doesn't really meet their expectant outlook. So my approach is to say when you see someone in your line of business quoted in the news, do you think, why are they talking to her and not make
00:12:20.490 --> 00:12:29.820 Janet Falk, Public Relations: And that is something that comes so out of left field and ask a question that it really grabs the audience's attention.
00:12:30.930 --> 00:12:45.780 Janet Falk, Public Relations: Now I don't know about you, you are an attorney and and I find that a lot of people who are small business owners are rather competitive attorneys, especially, and so the notion why her and not me.
00:12:46.260 --> 00:12:47.100 Eric Sarver, Esq.: Mm hmm. Right.
00:12:47.160 --> 00:12:55.710 Janet Falk, Public Relations: Feeds into their sense of self importance and, you know, and their pride of running a successful business.
00:12:56.490 --> 00:13:15.690 Janet Falk, Public Relations: And men tend to be envious of a woman who gets ahead of them and women are certainly competitive with other women. Oh, that's why I have structured my elevator pitch in that way to first take advantage of that expectancy of the first 15 to 30 seconds.
00:13:15.810 --> 00:13:23.790 Janet Falk, Public Relations: Mm hmm. And second to grab attention with a question that demands an answer and I do give that answer.
00:13:24.660 --> 00:13:41.580 Janet Falk, Public Relations: And, you know, and third to tap into something of the psyche of the members of the audience, which is that, as you know, proud business owners or attorneys, they have a competitive streak and so they relate to what I'm saying.
00:13:42.540 --> 00:13:51.450 Janet Falk, Public Relations: And if your listeners are interested, I have written a newsletter on the subject called what's up with your elevator pitch.
00:13:51.780 --> 00:14:03.870 Janet Falk, Public Relations: And it's on my website. Janet L FL k.com so listeners can go to my website and look in my newsletter collection and find what's up with your elevator pitch.
00:14:04.170 --> 00:14:15.870 Janet Falk, Public Relations: And I will say that one of my subscribers told me that as a result of reading that newsletter. He totally transformed his elevator pitch and now it turns heads.
00:14:17.310 --> 00:14:23.430 Eric Sarver, Esq.: It's worth. I want to compliment you on the title. What up with your elevator pitch like that when words and
00:14:24.480 --> 00:14:32.910 Eric Sarver, Esq.: You know, certainly the idea of I'd heard this as well. And I hope our listeners snake and take this in starting presentation with a question.
00:14:33.390 --> 00:14:47.250 Eric Sarver, Esq.: Is always a good way to do so. But, and even more so a question that you know people are thinking about in their minds. I know it's what certain great politicians, I've done over the course of the of the decades and centuries, and it's certainly something that I keep in mind. So
00:14:48.270 --> 00:14:57.840 Eric Sarver, Esq.: appreciate hearing the background of that all makes a lot of sense. We are due for our first commercial break. But we will be back with more from Jen thought
00:14:58.260 --> 00:15:13.890 Eric Sarver, Esq.: More excellent guidance around PR public relations that is and media marketing communication. So stick around, folks, I'm Eric solver from Lost Eric. I'm sober employment law attorney host of employment law today and we will be right back.
00:17:43.710 --> 00:17:53.280 Eric Sarver, Esq.: Welcome back to our show employment law today here on talk radio dot NYC. I'm your host Erick solver here with my guest tonight. Janet fog.
00:17:53.910 --> 00:18:05.550 Eric Sarver, Esq.: And Janet just a, if I may summarize path for some of our viewers tonight and for those joining asleep. We've been talking with Janet about the importance of public relations and marketing communications.
00:18:06.000 --> 00:18:15.390 Eric Sarver, Esq.: Which data is an expert in this field with a lot of experience a wealth of experience and you share with us some of her most memorable moments with a successful story on a client.
00:18:15.900 --> 00:18:26.700 Eric Sarver, Esq.: really emphasizing the fact that good PR and having a good PR and marketing person like Janet in your corner it's it's not just, it's not an expense. It's an investment.
00:18:27.120 --> 00:18:34.140 Eric Sarver, Esq.: I think it's a very important point to make. And I think that as small businesses out there listening tonight and those joining us now.
00:18:34.590 --> 00:18:42.960 Eric Sarver, Esq.: can appreciate you really have to spend money to make money. And really, you can look at a lot of things in investments. And I think sometimes that
00:18:43.590 --> 00:18:56.100 Eric Sarver, Esq.: Investment component is more clear and obvious and sometimes it's not. So I think it's important to note the investment power of a good PR and marketing promotion campaign and the person like Janet to assist you.
00:18:57.330 --> 00:19:06.030 Eric Sarver, Esq.: Talking with john and about her some of her work and in doing so, I wanted to ask you were talking about media coverage so
00:19:06.600 --> 00:19:16.560 Eric Sarver, Esq.: So, Janet. What does some some reasons, perhaps, besides maybe gain new clients, some of the reasons that a business owner or an attorney would want to attract media coverage.
00:19:17.610 --> 00:19:28.860 Janet Falk, Public Relations: And I can think of many reasons, Eric. And if you'll share with the viewing audience, the first slide and I can go over them one by one and then people will be able to follow along.
00:19:30.000 --> 00:19:31.320 Eric Sarver, Esq.: I don't do that right now.
00:19:31.800 --> 00:19:34.680 Eric Sarver, Esq.: Share screen birth me one second here. Yeah.
00:19:35.010 --> 00:19:44.040 Janet Falk, Public Relations: I mean, you may remember I said to my elevator pitch. When you see someone else quoted in the news, you might be thinking, why her and not me.
00:19:44.490 --> 00:19:50.460 Janet Falk, Public Relations: And the answer is reporters call the people they know they don't call someone that they've never heard of.
00:19:50.880 --> 00:19:55.320 Janet Falk, Public Relations: So if you want to be that person, then you have to introduce yourself to a reporter
00:19:55.710 --> 00:20:04.440 Janet Falk, Public Relations: And it's the same with clients clients and prospective clients call the person that they read about in the news. So if you want to be that person.
00:20:04.680 --> 00:20:24.300 Janet Falk, Public Relations: Find a way to get yourself in the news. So I think that's definitely a prime reason why people want to be in the news, but here are some of the others on this slide. Second reason is to be top of mind with referral sources. So let's imagine that you're a merchant and you sell
00:20:25.590 --> 00:20:38.880 Janet Falk, Public Relations: Jim clothes right so you would want to be in touch with people that are trainers and you would want to be in touch with the local gyms and you want to be in touch with the
00:20:39.330 --> 00:20:54.480 Janet Falk, Public Relations: Local running clubs. So you want to be in touch with people who are likely to refer you prospective customers and when they see you in the news, then they will be thinking of you, and then they will have you top of mind and send you that referral.
00:20:55.650 --> 00:21:02.040 Janet Falk, Public Relations: You might want to build your reputation and your brand. So say you have a hair salon.
00:21:02.370 --> 00:21:15.900 Janet Falk, Public Relations: And you specialize in a certain kind of braiding or a certain kind of treatment of hair. Then you want to be known as the salon that can handle that kind of hair and that kind of client.
00:21:16.650 --> 00:21:29.880 Janet Falk, Public Relations: You also want to keep in touch with your current clients and your labs clients because a client who uses you for what service may not know of the many other services and areas where you could be helping them.
00:21:30.240 --> 00:21:42.660 Janet Falk, Public Relations: And this name with your laps plans so attracting clients being top of mind with referral sources being known as the source who can help with a particular kind of situation or particular kind of hair, as I mentioned,
00:21:42.990 --> 00:21:55.170 Janet Falk, Public Relations: And keeping in touch with your current and laps clients, but maybe you want to keep in touch with people that you've met from your many different circles people that you know from your networking circles.
00:21:55.320 --> 00:21:57.660 Janet Falk, Public Relations: Mean, Eric, do you have been a source for me.
00:21:57.930 --> 00:22:08.160 Janet Falk, Public Relations: When I write my column for The New York Law Journal and I know that you have said that people have contacted you because they saw your article and they saw your name.
00:22:08.430 --> 00:22:15.900 Janet Falk, Public Relations: Mentioned in the Law Journal even other attorneys have gotten in touch with you because they saw you mentioned in the New York Law Journal
00:22:16.470 --> 00:22:27.210 Janet Falk, Public Relations: Absolutely. Another reason is to recruit employees because doesn't everyone want to work for that great company that's always getting mentioned in the news.
00:22:27.450 --> 00:22:36.120 Janet Falk, Public Relations: And, you know, it helps them to be part of that prestige factor. And one more thing is to advocate for an issue.
00:22:36.780 --> 00:22:45.180 Janet Falk, Public Relations: So if you're a neighborhood merchant. It may be that there's something going on in the neighborhood that you want to align yourself with
00:22:45.420 --> 00:22:59.460 Janet Falk, Public Relations: Right, like maybe there's a an outdoor street fair happening as we saw, you know, months ago, more, maybe there's an issue regarding the cleanliness of the streets. Or maybe there's a speed limit that has to be lowered.
00:22:59.730 --> 00:23:12.060 Janet Falk, Public Relations: So maybe you want to be in the news so that you can align yourself with others who are like minded and then you can be advocating for this issue in the news.
00:23:12.510 --> 00:23:16.140 Janet Falk, Public Relations: So I think you can see Eric that being in touch with
00:23:16.620 --> 00:23:24.000 Janet Falk, Public Relations: prospective clients is certainly a very motivating factor, but keeping in touch with other people that you know from different circles.
00:23:24.210 --> 00:23:35.130 Janet Falk, Public Relations: Recruiting employees being an advocate in the community. These are also very valuable reasons why a business owner might want to be in the news, don't you agree.
00:23:35.640 --> 00:23:44.190 Eric Sarver, Esq.: I do, actually, yes. I mean, what comes to mind here to a lot of things to cover. I agree. Hundred percent but first I can vouch for confirm with Janet said it's true that
00:23:44.970 --> 00:23:55.980 Eric Sarver, Esq.: Not only having gotten some calls in terms of a colleagues and referral sources from being quoted in your glow Journal, which is now also in my email signature block, but I mentioned, I'm a contributing
00:23:57.030 --> 00:24:07.650 Eric Sarver, Esq.: Member, you know, just to Janet Fox publication, as well as mentioned, my, my hosting of my own talk radio show here on target to NYC.
00:24:08.760 --> 00:24:13.080 Eric Sarver, Esq.: I think that what I find, you know, Janet, is that a lot of these bullet points.
00:24:13.620 --> 00:24:23.250 Eric Sarver, Esq.: It seems that being in the news can accomplish. Right, more than one of these, like many people. For example, if you're a top of mind with the report if you rather build reputation and fam brand.
00:24:23.730 --> 00:24:30.540 Eric Sarver, Esq.: And you start to get known as an authority because you repeatedly quoted in US News and World Report or legal journals as an attorney.
00:24:31.110 --> 00:24:38.310 Eric Sarver, Esq.: You build that reputation and now you're talking about the referral sources. So now they're saying, well, you know, I see Jana box. She's
00:24:38.700 --> 00:24:49.260 Eric Sarver, Esq.: In the news a lot. She's doing SEO easy being asked to speak, she being asked her quotes. Oh, I see that they are at slavery. He's been quoted this trade magazine being quoted here he's
00:24:49.680 --> 00:24:59.010 Eric Sarver, Esq.: You know, running a talk radio show. So let's just keep that in mind as well that it does build a reputation and also keeps the top of mind and I must say that
00:24:59.610 --> 00:25:07.350 Eric Sarver, Esq.: I i think that it's important people to remember that because in my experiences and Janet after you conduct this to that when people
00:25:08.190 --> 00:25:18.060 Eric Sarver, Esq.: Talk about PR and marketing or any type of activity networking. They say, well, have you gotten clients and does it attract clients. And it seems to me that
00:25:18.690 --> 00:25:25.440 Eric Sarver, Esq.: If you are in touch with your referral sources and bearing your top of mind. Do you have reputation and brand.
00:25:25.770 --> 00:25:38.070 Eric Sarver, Esq.: And even just maintaining contact with laughs clients or people that you will attract new clients, whether it's indirectly through that call from a colleague is like, I haven't talked to in the year after or Janet, but
00:25:38.580 --> 00:25:46.230 Eric Sarver, Esq.: You know you are quoting this article and Jenna helped you get that quote from the reporter and I saw you put it on LinkedIn. And then I saw your again so
00:25:46.650 --> 00:25:58.590 Eric Sarver, Esq.: I have a client view. Whereas if without that being in the news that person might just be thinking to themselves. Oh, who's that attorney that I met networking, a year ago.
00:25:59.070 --> 00:26:07.440 Eric Sarver, Esq.: What a memo this call somebody else. So, you know, just got into your idea. Read your points. And I think that's an interesting point that you make, you know,
00:26:10.530 --> 00:26:12.300 Janet Falk, Public Relations: Yeah, absolutely. Absolutely. And
00:26:12.750 --> 00:26:27.570 Janet Falk, Public Relations: As you say it all is integrated into what it is that you're doing to promote yourself. I like the fact that you mentioned that you have a mention of it in your email signature.
00:26:28.290 --> 00:26:41.460 Janet Falk, Public Relations: People are sending and receiving probably 100 emails every day. And that is real estate that is really under utilized because you can put so much information.
00:26:41.850 --> 00:27:00.960 Janet Falk, Public Relations: In that email signature. You can link to an article where you were quoted, which is something that you do Eric and you're promoting your talk radio show, which is something that other people might take a note of when I appear on a podcast I put that in my email signature as well.
00:27:01.260 --> 00:27:13.080 Janet Falk, Public Relations: Hmm. And another thing that I do is I teach groups of people who organize themselves, how they can introduce themselves to reporter
00:27:13.410 --> 00:27:20.880 Janet Falk, Public Relations: And you can bet that that's a link in my email signature to it goes to a page on my website so that people might be able to
00:27:21.510 --> 00:27:36.360 Janet Falk, Public Relations: You know, get more information about inviting me to speak to their group about how they could introduce themselves to reporters. So I would encourage those on the call to think about that, under utilized real estate. It belongs to you.
00:27:37.290 --> 00:27:44.940 Janet Falk, Public Relations: You should be doing more with it, not just linking to your LinkedIn profile and your Twitter account and your Facebook page. That's fine.
00:27:45.210 --> 00:27:59.100 Janet Falk, Public Relations: But think about other creative ways that you could be promoting where you've had success appearing on a podcast or writing an article or being quoted in an article, even a link to subscribe to your newsletter.
00:28:00.060 --> 00:28:03.150 Eric Sarver, Esq.: Know, Jenna. I've heard you mention that before. I've actually taken your
00:28:04.170 --> 00:28:10.980 Eric Sarver, Esq.: Feedback and I noticed what you do and that's also why I changed my signature. I think it's important for businesses, realize that because
00:28:11.370 --> 00:28:19.800 Eric Sarver, Esq.: People often assume during their email blog. Very often the block has the basic through your name, name your business or a law firm or company.
00:28:20.160 --> 00:28:28.500 Eric Sarver, Esq.: Phone number, how to get in touch somebody contact information. But if you're let's say trying to attract a new client or let's say you're an attorney sending
00:28:28.950 --> 00:28:34.830 Eric Sarver, Esq.: out an email to both the Council man letter, they're going to take note of what's in your
00:28:35.190 --> 00:28:44.340 Eric Sarver, Esq.: What's in your signature. So if you're sharing your accomplishments that you're saying, author of an article or a book or host a radio show or all the above
00:28:44.790 --> 00:28:52.680 Eric Sarver, Esq.: I think it definitely carry some weight. So I thank you for sharing all this with us, you know the why of why when we want to be in the news.
00:28:53.640 --> 00:29:06.150 Eric Sarver, Esq.: It actually leads me to another question I have for you if you're ready for a different question here, and I know we have another slide to show, but I'm wondering, what would you say is your most effective tool to reach out to reporters.
00:29:07.980 --> 00:29:26.460 Janet Falk, Public Relations: What I like to use is a media profile. And that's something that can highlight aspects of your experience. And not only that, but it can help you to identify topics that would be interesting to a reporter to interview you about
00:29:26.760 --> 00:29:29.730 Janet Falk, Public Relations: Reporters know what has already happened.
00:29:30.030 --> 00:29:43.770 Janet Falk, Public Relations: And they want to know what's going to happen before it happens. So if you can highlight those topics and those trends and those issues that will help the reader to save time, save money and make more money.
00:29:44.250 --> 00:29:58.110 Janet Falk, Public Relations: Then you will be providing a true service to the reporter because they're not aware of everything from the perspective of the business owner and the, the person who could provide that very vital insight.
00:29:59.640 --> 00:30:05.550 Eric Sarver, Esq.: I looked a little bit more deeply with Janet and we have, we did. The good news is we have time to do that. That's the good news.
00:30:06.630 --> 00:30:14.730 Eric Sarver, Esq.: The bad news, but the other day is that we do have to take a commercial break. So we'll just perhaps get more into that in depth delve into that after the break.
00:30:15.180 --> 00:30:30.540 Eric Sarver, Esq.: And so, folks. Stick around, you're listening to. And we're watching employment law today here on talk radio dot NYC. I'm your host Erick savoured I'm here on Tuesdays 5pm 6pm Eastern Standard Time. I guess tonight.
00:30:31.710 --> 00:30:33.600 Eric Sarver, Esq.: Very talented experienced Janet fog.
00:30:34.620 --> 00:30:41.340 Eric Sarver, Esq.: Fog communications and research public relations and marketing communication. So stick around we'll be right back.
00:30:47.040 --> 00:30:47.670 Eric Sarver, Esq.: And left
00:33:29.160 --> 00:33:38.220 Eric Sarver, Esq.: Welcome back to employment law today. I'm your host, Eric, sorry. My guest tonight is Janet Fox, we're talking about public relations during the pandemic.
00:33:38.700 --> 00:33:49.020 Eric Sarver, Esq.: How to Attract press and publicity for your business. And you know, I have to say, I've known Janet now for a few years, I guess maybe three or four years there abouts maybe for one more, and
00:33:49.680 --> 00:33:53.370 Eric Sarver, Esq.: I know in that time you've given me some good feedback you know about
00:33:53.820 --> 00:33:59.610 Eric Sarver, Esq.: The Do's and Don'ts about reaching out to reporters, you know, I know. Also want to thank you. You've introduced me to reporters over the years.
00:33:59.910 --> 00:34:10.050 Eric Sarver, Esq.: Whether through help a reporter out through hero or through connections and you'll often give me a really good tip, whether it's 10 start with a certain line or keep it succinct or
00:34:10.500 --> 00:34:17.190 Eric Sarver, Esq.: You know what not to say what to say. So I wanted our listeners tonight to get some wisdom and some of that experience as well.
00:34:18.210 --> 00:34:29.700 Eric Sarver, Esq.: Because it's worked. You know, I've had reported to reach out to me. I don't know if they would have if I didn't take your advice. So at. Thank you. First and foremost, for that and be and I've said it before, I'll say it again and be
00:34:30.780 --> 00:34:38.010 Eric Sarver, Esq.: What I share a screen with our listeners tonight. And let's see, this is the so okay that is right there.
00:34:39.210 --> 00:34:41.700 Eric Sarver, Esq.: I'm going to lead to, let's see.
00:34:42.720 --> 00:34:48.030 Eric Sarver, Esq.: The next slide. Okay, I believe, is the correct slide right jack. This is
00:34:48.240 --> 00:34:58.020 Janet Falk, Public Relations: This is, this is the one. Yeah, I would encourage people to think like a reporter if they want to be in the news.
00:34:58.980 --> 00:35:08.790 Janet Falk, Public Relations: Reporter when they're writing the story thinks about the five W's who, what, when, where, why,
00:35:09.270 --> 00:35:16.590 Janet Falk, Public Relations: So now we're going to break this down and think about how we as individuals who want to be in the news.
00:35:16.980 --> 00:35:27.360 Janet Falk, Public Relations: Should be thinking about the person who's on the other side of the table, meaning the audience and through the reporter. We're going to reach that audience.
00:35:27.960 --> 00:35:41.550 Janet Falk, Public Relations: The first question of course is, who, who is it that you want to read this news story is it everyone. No, it's not everyone because you can't possibly deal with everyone you know is it
00:35:42.150 --> 00:35:55.860 Janet Falk, Public Relations: teenagers who want to get a job babysitting. So they need to, you know, improve their skills of taking care of children, or is it seniors who are looking to better manage on a fixed income.
00:35:56.670 --> 00:36:08.880 Janet Falk, Public Relations: Or is it families who want to be able to have a fun meal at a restaurant right when we can go back to indoor dining. So who is it that you want to read the news story.
00:36:09.780 --> 00:36:28.920 Janet Falk, Public Relations: Now the second thing is what what idea, will they read about. And this has to be something that's new and different that they haven't thought about before. And so you're going to be providing them with a resource or an insight that they can take action and follow up.
00:36:29.430 --> 00:36:30.330 Janet Falk, Public Relations: Hmm, now
00:36:30.630 --> 00:36:44.220 Janet Falk, Public Relations: When is this story going to unfold. Is it time sensitive. In other words, if you help people with their tax returns, then you know that the prime time is December.
00:36:44.610 --> 00:36:53.160 Janet Falk, Public Relations: Because they want to be able to take advantage of things before the end of the calendar year. And then that period from January till mid April.
00:36:53.580 --> 00:36:59.520 Janet Falk, Public Relations: Which is when they're going to really need your advice to help them complete their IRS forms.
00:37:00.090 --> 00:37:08.580 Janet Falk, Public Relations: So there are other occasions, though, that things aren't time sensitive, they're not connected to any major holiday.
00:37:08.910 --> 00:37:17.490 Janet Falk, Public Relations: And they're not connected to any you know graduation or wedding or something like that. So who do you want to read the news story.
00:37:18.390 --> 00:37:29.370 Janet Falk, Public Relations: What is it that they will read about that would be something new and different or have a particular insight that will have impact for them as an individual or as a business owner
00:37:29.970 --> 00:37:39.990 Janet Falk, Public Relations: And then is it particularly time sensitive now that you figure that out. You have to figure out where, where are they going to be looking for news.
00:37:40.170 --> 00:37:48.900 Janet Falk, Public Relations: Mm hmm. So here in New York City. We are blessed with three major daily newspapers, plus the Wall Street Journal, which of course is a national
00:37:49.320 --> 00:37:58.620 Janet Falk, Public Relations: And then there are a lot of small neighborhood papers you know in Brooklyn and Queens Staten Island and different neighborhoods in Manhattan.
00:37:59.130 --> 00:38:12.450 Janet Falk, Public Relations: So you have to consider that you may not be able to grab the attention of the New York Post. The New York Times of the Daily News, but you may be able to grab the attention of a reporter at one of these local newspapers.
00:38:13.020 --> 00:38:23.790 Janet Falk, Public Relations: And finally, why will anyone care. Now, as I said before, most people are concerned with saving time saving money and making more money.
00:38:24.150 --> 00:38:40.860 Janet Falk, Public Relations: Though when you come up with your idea of who is going to read it. You have to think why will they care. What is the problem that you are going to solve or what is the enjoyment of life that you are going to help them to experience.
00:38:41.040 --> 00:38:41.460 Eric Sarver, Esq.: Right.
00:38:41.640 --> 00:38:54.360 Janet Falk, Public Relations: So you put it all together. And you can see that thinking like a reporter and thinking, who, what, when, where, and why, in terms of your audience and remember your audience is going to vary.
00:38:54.810 --> 00:39:07.950 Janet Falk, Public Relations: It could be potential customers or it could be referral sources or it could be prospective employees or it could be others who are like minded and who are advocating for a cause like yourself.
00:39:08.340 --> 00:39:17.010 Janet Falk, Public Relations: So your audience is going to vary and that is going to affect the idea and where they're going to look for news and why they will care.
00:39:17.370 --> 00:39:32.550 Janet Falk, Public Relations: So, again, to remember the think like a reporter with the five W's when you are coming up with your story idea of how to introduce yourself to a reporter and make them see that you have a great idea that they need to write about.
00:39:34.320 --> 00:39:39.810 Eric Sarver, Esq.: Essentially what I see here from this slide what you've said, Janet, I see that
00:39:40.320 --> 00:39:50.190 Eric Sarver, Esq.: This can be great for not only getting the reporter to take interest in whatever you write to them, but also in helping you, the business owner or the
00:39:50.640 --> 00:39:59.010 Eric Sarver, Esq.: Law Firm professional whatnot, to figure out strategically which report it to approach right because, as you mentioned,
00:39:59.400 --> 00:40:05.880 Eric Sarver, Esq.: If, let's say I'm a financial visor and I'm dealing with the elderly and I want to make sure that they read some story.
00:40:06.240 --> 00:40:15.090 Eric Sarver, Esq.: I'm not going to approach the writer. Let's say for a particular team magazine right unless they're you know right teams by visited doesn't, it doesn't fit.
00:40:15.570 --> 00:40:24.930 Eric Sarver, Esq.: As a sort of a hyperbole example. But I think the points made is interesting though is I see here in this who, what, where, when, where, and why
00:40:25.380 --> 00:40:35.820 Eric Sarver, Esq.: That this can be great for attracting the reporter and also for deciding which reported as you wish to reach out to. I'm wondering, can you tell us say
00:40:36.690 --> 00:40:46.080 Eric Sarver, Esq.: How do people misuse or correctly used some of these who, what, where, when and why, when they're reaching out to like reporters an email. It's a phone call.
00:40:47.310 --> 00:41:02.340 Janet Falk, Public Relations: And one thing that happens is that as you said Eric. They have Miss identified the interest of the reporter and I'm sorry to report, but not every news story belongs on the front page of The New York Times
00:41:02.430 --> 00:41:02.850 Eric Sarver, Esq.: Hmm.
00:41:02.940 --> 00:41:14.490 Janet Falk, Public Relations: I know that's where a lot of people would like to see themselves and I have done that I have my people on the front page of The New York Times and not every story belongs on The Today Show.
00:41:14.790 --> 00:41:15.810 Janet Falk, Public Relations: I mean, and I have gotten
00:41:15.810 --> 00:41:26.670 Janet Falk, Public Relations: People on the Today Show. So you have to adjust your expectations and understand that the world is a little bit different than the way you see it.
00:41:27.060 --> 00:41:43.380 Janet Falk, Public Relations: I often say that clients live within the four walls of their own house and they see certain things and they use a particular language my role as a public relations professional is to bring in some fresh air.
00:41:43.710 --> 00:41:53.760 Janet Falk, Public Relations: Open up the doors and windows and communicate that the world outside sees the situation a little bit differently than you do yourselves.
00:41:54.390 --> 00:42:08.010 Janet Falk, Public Relations: So let me mention that just yesterday I was working on a press release for an organization that had a major fundraising event. And it's a it's a foundation that's dealing with a certain disease.
00:42:08.910 --> 00:42:24.330 Janet Falk, Public Relations: And the headline says name of organization hosts event and raises $2.2 million dollars for research. Hmm. And they forgot to say research on the name of the disease.
00:42:25.050 --> 00:42:35.310 Janet Falk, Public Relations: Oh well, since they think about themselves in the four walls of their own house right think they'd everybody knows the name of the organization and what the disease is about and so on.
00:42:35.670 --> 00:42:44.160 Janet Falk, Public Relations: But for the person who is not acquainted with the organization. It's important to say raises millions for research on
00:42:44.550 --> 00:42:45.930 Janet Falk, Public Relations: The name of the disease.
00:42:46.440 --> 00:43:04.920 Janet Falk, Public Relations: So I think that's the problem that many people face is they don't realize that they are talking among themselves in their own language in the four walls of their own house and they have to consider that other people are less familiar with what it is that they want to address.
00:43:05.640 --> 00:43:17.100 Eric Sarver, Esq.: Right. It's like the echo chamber. They and also the the sort of subjective in the assumption I think many people have that. Well, I know what I'm talking about. And therefore, everyone else knows it just as just as well.
00:43:18.270 --> 00:43:24.120 Eric Sarver, Esq.: It's interesting. I think it's really those all important points that I can see how you as a public relations.
00:43:24.570 --> 00:43:30.780 Eric Sarver, Esq.: And marketing and promotion person would really help your clients to step outside those four walls.
00:43:31.140 --> 00:43:37.890 Eric Sarver, Esq.: And take a fresh look. So that's great that that I like that better floor with the windows being open differentiator coming in, you know, hey, look, think about
00:43:38.610 --> 00:43:44.250 Eric Sarver, Esq.: Who you want to read the story and what ideas are read about and where they looked at their news. I mean that's something really important
00:43:44.850 --> 00:43:58.320 Eric Sarver, Esq.: He reminds me about that. That's a concept that our listeners tonight. You know, they can take with them, whether it's in PR looks at working with Janet Fox resemble or let's say you're in business and your networking
00:43:59.280 --> 00:44:12.210 Eric Sarver, Esq.: I've been to networking groups where someone say is a great expert in technology in the tech field and they share who they are and what they do and they're talking and I'm very highly technical technology type
00:44:12.720 --> 00:44:22.890 Eric Sarver, Esq.: You know lingo that I can see they're losing their room and certainly losing me of imagining, you know, high tech terms, but I can tell it a second language them it's second nature to them.
00:44:23.280 --> 00:44:36.720 Eric Sarver, Esq.: And you know, I try to keep that in mind as well. I mean I handle I help small businesses to help midsize companies as well with employment live business issues. So you know if I'm sick example going to tell me what I do.
00:44:37.830 --> 00:44:43.350 Eric Sarver, Esq.: I can talk about Title seven ADA and Ada and alphabet soup of laws and statutes, regulations.
00:44:43.950 --> 00:44:54.030 Eric Sarver, Esq.: But instead I just say, you know, if you're a company out there and you're hiring. You're involved in hiring, firing managing and fellow employees or anything involving paid leave
00:44:54.510 --> 00:45:07.230 Eric Sarver, Esq.: You're going to need to know how to follow the law have contracts that solidified that and defend yourself if you get in trouble on those grounds and that's where I come in. So it's interesting. I've taken that from
00:45:07.770 --> 00:45:11.550 Eric Sarver, Esq.: What you're saying about PR. I think it can apply in other areas as well.
00:45:12.600 --> 00:45:18.540 Eric Sarver, Esq.: Certainly in the public relations field. And certainly when talking to the importance, though. So I want to thank you for, for sharing about that.
00:45:19.260 --> 00:45:33.330 Eric Sarver, Esq.: I'm wondering in terms of how why I think I know the answers. But I was curious how you might say, Jenna. How do you see yourself, different from somebody who appears in your philosophy, your approach to public relations.
00:45:35.610 --> 00:45:47.310 Janet Falk, Public Relations: I would point to two things. One is I mentioned that my experience includes working on Wall Street. So I'm very bottom line oriented about results, you know, save time, save money make more money.
00:45:48.120 --> 00:45:56.400 Janet Falk, Public Relations: And the second thing is, if you'll see my logo. It's an F embedded in the shape of an octagon.
00:45:56.730 --> 00:46:09.480 Janet Falk, Public Relations: Because I'm not a round peg and I'm not a square peg. I'm in octagonal peg and so I bring my diversified experience of wall street legal nonprofit and so on.
00:46:09.930 --> 00:46:20.430 Janet Falk, Public Relations: To the fore and that gives me a much broader perspective of possible solutions and possible strategies in dealing with my clients.
00:46:20.970 --> 00:46:33.870 Janet Falk, Public Relations: Many of my peers are focused strictly on consumer or lifestyle or health care. And so I think they are more narrowly focused their deeper into those fields, for which I applaud them.
00:46:34.290 --> 00:46:45.630 Janet Falk, Public Relations: But that's not what drives me. I appreciate the fact that I have a diversified approach coming from my very eclectic background and my clients appreciate that, as well.
00:46:46.230 --> 00:46:52.500 Eric Sarver, Esq.: God. In general, we have to take a commercial break. So I wanted to, you know, give you a chance to stay with you had to say there. Thank you.
00:46:52.920 --> 00:47:04.440 Eric Sarver, Esq.: We'll be right back. Folks, the ground America server hosting formula today here with my special guest tonight a friend and colleague Jenna flock public relations and PR marketing person to grab right back.
00:49:22.560 --> 00:49:28.590 Eric Sarver, Esq.: Welcome back folks to employment law today. I'm your host Erick solver from the loft is that Eric M sovereign
00:49:28.980 --> 00:49:39.180 Eric Sarver, Esq.: Frank practice employment law and business law for small to mid sized businesses out there. I'm here tonight. As you all know, if you're listening with Janet Fox.
00:49:39.540 --> 00:49:46.170 Eric Sarver, Esq.: Public Relations and marketing communications say guru. I really believe that. So Janet. Thank you for being here tonight. We have a
00:49:46.590 --> 00:49:56.340 Eric Sarver, Esq.: Really great to have you really interesting conversation and some helpful tips that I hope our listeners and our viewers are really taking in. So thank you for being on the show tonight.
00:49:57.510 --> 00:49:58.980 Janet Falk, Public Relations: My pleasure, Eric. I'm having fun.
00:49:59.310 --> 00:50:06.780 Eric Sarver, Esq.: Yeah, we have. We saw some time to go. So by the time does fly. I wanted to ask you, you. It's a question I asked a lot of my guest.
00:50:07.200 --> 00:50:18.480 Eric Sarver, Esq.: On the show. By the way, I'll take a moment to say that the last 12 weeks I've been so gratified by the level of just expertise and high quality feedback that
00:50:18.840 --> 00:50:27.000 Eric Sarver, Esq.: Guests in the show, have given. So I really, you know, and you're right in there with them data in terms of just see helpful information. It's really, really refreshing to hear
00:50:28.350 --> 00:50:44.220 Eric Sarver, Esq.: I always ask my guests about the pandemic right how it's changed situations or what they do, for better or worse, so I'll pose that question to you, which is mainly, how is the pandemic changed the way in which reporters in the media interact with professionals business owners.
00:50:45.480 --> 00:50:56.130 Janet Falk, Public Relations: I think you have to look at the situation of where reporters are today. They're not in the newsroom they're working from home, just like you.
00:50:56.760 --> 00:51:05.640 Janet Falk, Public Relations: They're dealing with their spouse or they're dealing with their children who are also learning from home and working from home.
00:51:06.240 --> 00:51:15.210 Janet Falk, Public Relations: It used to be that I would pitch reporters stories between nine and 11 and I certainly wouldn't call them after three
00:51:16.110 --> 00:51:27.990 Janet Falk, Public Relations: And now they might be supervising their household between the hours of nine and three. So they might be writing their stories and doing their interviews late at night.
00:51:28.950 --> 00:51:38.250 Janet Falk, Public Relations: So you have to consider that the news is a 24 seven business. But now that reporters are working independently of the newsroom
00:51:39.120 --> 00:51:45.180 Janet Falk, Public Relations: That it's completely unpredictable when it is that you're going to be able to get in touch with them.
00:51:45.600 --> 00:52:00.270 Janet Falk, Public Relations: So, some of them are adhering to more or less nine to six schedule. But, you know, others are working at whatever spare time, they can manage because they're dealing with their, their spouse or their elderly parents or
00:52:00.570 --> 00:52:04.230 Janet Falk, Public Relations: Or they're dealing with their children working from home, just like all the rest of us.
00:52:04.470 --> 00:52:08.610 Janet Falk, Public Relations: Know, I think that that's something that people ought to consider that.
00:52:09.270 --> 00:52:20.760 Janet Falk, Public Relations: You know reporters are not keeping to the usual schedule. And so if you're concerned about reaching someone. Well, it's, it's like anything else, you make a call and they're either going to answer. They're not
00:52:21.600 --> 00:52:29.100 Janet Falk, Public Relations: So, you know, don't expect that you know reporters are going to be keeping to a nine to six schedule, the way that they did in the past.
00:52:30.210 --> 00:52:37.440 Eric Sarver, Esq.: Is interesting though. I mean, I definitely you're saying it's an interesting point. And that makes me wonder though, should people
00:52:38.250 --> 00:52:46.860 Eric Sarver, Esq.: still adhere to certain norms around boundaries and not call them a reporter at 9pm in case their work from home and their cell phones right there and
00:52:47.490 --> 00:53:03.810 Eric Sarver, Esq.: In other words, should someone still reach out during business hours. But then, perhaps, let the reporter know an email that they, the person reaching out would be available to speak in the evening or or should we just take a chance and try someone at or later time.
00:53:04.320 --> 00:53:08.550 Janet Falk, Public Relations: Well, first of all, it's very unlikely that you would have a reporter cell phone number.
00:53:09.240 --> 00:53:10.230 Eric Sarver, Esq.: Go. Good point. Sure.
00:53:10.290 --> 00:53:25.230 Janet Falk, Public Relations: Okay, no. So that's for as well. If you had a reporter's office number. Many of them do, say if you have breaking news contact me on my cell phone. So that's where you're able to to get their cell phone number. They keep that information, private, as you might expect.
00:53:25.890 --> 00:53:36.900 Janet Falk, Public Relations: So what I would encourage people to do is, you know, to use email and, you know, then if you're saying you know I'm available for comment between the hours of, you know,
00:53:37.470 --> 00:53:45.150 Janet Falk, Public Relations: 5pm and 9pm then you know the reporter will know to reach back to you at that time whenever it's convenient for the reporter
00:53:45.660 --> 00:53:53.940 Janet Falk, Public Relations: So I don't encourage people to call reporters they duck those calls anyway they, in their calls like many other people do.
00:53:54.420 --> 00:54:09.840 Janet Falk, Public Relations: I do encourage them to to email and if your schedule might be a little off or a little crowded, then you know make note of when you are available for comment so that they can get back to you at a convenient time for for the both of you.
00:54:11.040 --> 00:54:11.820 Eric Sarver, Esq.: Make sense or
00:54:12.570 --> 00:54:21.000 Janet Falk, Public Relations: You know reporters at first, you know, through March, April, May. We're very focused on code related themes
00:54:21.150 --> 00:54:39.990 Janet Falk, Public Relations: And they still are. But as we see that this pandemic is going to persist for another six to nine months, you know, they are hungry for other kinds of stories. So I would encourage people to look beyond the pandemic thing.
00:54:40.350 --> 00:54:55.080 Janet Falk, Public Relations: And about other ways that they can call attention to themselves and highlight the service that they bring or the product that they bring to their specific clientele or to their marketplace and, you know, focus on that.
00:54:55.740 --> 00:54:56.160 Hmm.
00:54:57.270 --> 00:55:05.010 Eric Sarver, Esq.: Oh, interesting points to keep in mind about the timing of when you might want to make yourself available now during the pandemic, but also about
00:55:05.490 --> 00:55:16.440 Eric Sarver, Esq.: Knowing that life is going on and longer this last less of, sort of a novel thing. It is so that we can be a little more broad in our what we're presenting. So that's really, really good to know.
00:55:17.460 --> 00:55:26.070 Eric Sarver, Esq.: We've got a couple minutes left. The news, I'd leave that as for the wrap up slash slash miscellaneous part where you know I turn the floor over to you.
00:55:26.430 --> 00:55:39.480 Eric Sarver, Esq.: Anything you want to share with our listeners tonight and he a way to well to reach you. I see you've got right there and your background how to retrieve it. And they actually want to share with our audience of small midsize business owners tonight.
00:55:40.650 --> 00:55:42.930 Janet Falk, Public Relations: If you could put up third slide Eric and, you know,
00:55:43.260 --> 00:55:44.580 Janet Falk, Public Relations: It would be helpful to people.
00:55:44.850 --> 00:55:47.550 Janet Falk, Public Relations: Oh yeah, because I want to remind them.
00:55:47.760 --> 00:55:54.000 Janet Falk, Public Relations: That all of this communications activity is of a piece that getting yourself.
00:55:54.570 --> 00:56:09.750 Janet Falk, Public Relations: In front of a reporter and suggesting a story idea is the first part, but then when you do get the story. Next slide. When you do get the story. You have to think about how you're going to share it and how you're going to make it available.
00:56:10.200 --> 00:56:11.640 Janet Falk, Public Relations: And I did mention one
00:56:11.640 --> 00:56:23.460 Janet Falk, Public Relations: Thing which is including a link to it in your email signature. But there are other things that you can do with that news stories. So one of them would be to
00:56:24.600 --> 00:56:26.040 Janet Falk, Public Relations: To turn it over here.
00:56:26.550 --> 00:56:35.460 Janet Falk, Public Relations: speaking engagement. Right. Another thing would be to write a LinkedIn post about it. Another thing would be to write a newsletter about it.
00:56:35.790 --> 00:56:48.690 Janet Falk, Public Relations: Though, think about the fact that you are featured in this news story and how you can monetize it and how you can expand on it so that it will become more visible to more people.
00:56:49.170 --> 00:57:02.400 Janet Falk, Public Relations: So for those who are watching the screen, you can see that I have listed my phone number. My email address. I am active on LinkedIn and Eric and I often comment on each other's posts my
00:57:03.060 --> 00:57:18.090 Janet Falk, Public Relations: Twitter account where I post occasionally I do have a monthly newsletter, where, as I mentioned earlier in what's up with your elevator pitch. I like to give tips on what I think other people should do to improve their communications and
00:57:19.530 --> 00:57:29.130 Janet Falk, Public Relations: I also have an E book about how you can be the one reporters call so professionally, introduce yourself to reporters.
00:57:29.460 --> 00:57:33.870 Eric Sarver, Esq.: Oh, I'm so sorry interrupt with the time flies. You having fun. We have to wrap up for the evening for the next
00:57:33.870 --> 00:57:34.290 Eric Sarver, Esq.: Show again.
00:57:34.560 --> 00:57:40.350 Eric Sarver, Esq.: Thank you so much as a pleasure having you here tonight, folks, I'm here with Janet Fox.
00:57:41.220 --> 00:57:50.640 Eric Sarver, Esq.: Public Relations and marketing communications professional and guru, you can reach Shannon at the email or her website WWW dot dot com
00:57:51.360 --> 00:58:01.890 Eric Sarver, Esq.: Tune in next week 5pm 6pm Eastern Standard Time employment law today. I'm your host Erick Sarver talk radio dot NYC folks have a great, wonderful evening. Thank you, Janet.
00:58:02.340 --> 00:58:02.640 Janet Falk, Public Relations: Thank you.