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 anemployment law business law attorney.
00:00:44.730 --> 00:00:54.330 Eric Sarver, Esq.: And I'm here tonight with a special colleagueand friend of mine is Janet Falk public relations and marketing communicationsguru, Janet. Welcome to the show.
00:00:54.810 --> 00:01:01.080 Janet Falk, Public Relations: Eric. I'm very happy to be here andtalk about public relations and marketing communications for small businessowners.
00:01:01.650 --> 00:01:11.640 Eric Sarver, Esq.: Well, I'm happy to have you. I thought I tellsome of our first-time listeners and some of our return listeners a little bitmore 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 runningaround 11-12 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 talkradio NYC website and the purpose of the show is to educate, to motivate and toinspire small and midsize business owners, particularly during this rough timedependent
00:01:39.240 --> 00:01:48.030 Eric Sarver, Esq.: And in this time. There are many employmentlaw and labor law issues that come to light, as well as business law issuesthat 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 likemarketing and cyber security issues around PR and CFO related matters financialconsulting all of these professional services are actually very crucial rightnow. During this time, so in that vein, I wanted to have
00:02:09.570 --> 00:02:19.440 Eric Sarver, Esq.: Janet on the show. And I'm so glad you joinedus. 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, inour show would be public relations during the pandemic. How to Attract pressand publicity for your business.
00:02:29.400 --> 00:02:38.730 Eric Sarver, Esq.: As mentioned, my guest Janet Falk is acommunications professional with more than 30 years of experience as aconsultant, I should mention this part.
00:02:39.150 --> 00:02:50.190 Eric Sarver, Esq.: In both in house and a public relationsagencies Janet advises attorneys at smaller firms and with a solo practice onmedia relations and marketing communications.
00:02:50.580 --> 00:02:59.790 Eric Sarver, Esq.: And she works with other professionals to helpthem to attract new clients to remain on top of mine with prior clients. Keepin touch with referral sources.
00:03:00.330 --> 00:03:09.120 Eric Sarver, Esq.: Generate a new story about their business andJenna helps litigators to get the press coverage that puts pressure on opposingcounsel.
00:03:10.470 --> 00:03:21.120 Eric Sarver, Esq.: General leads workshops on these topics. Infact, I believe she bed one just earlier today and advise on media relationswebsite improvements LinkedIn profiles.
00:03:21.660 --> 00:03:28.080 Eric Sarver, Esq.: As well as articles in non-legal industrytrade publications and client newsletters, among other areas.
00:03:28.860 --> 00:03:36.690 Eric Sarver, Esq.: She has published articles on media relationsand marketing and the New York Law Journal, The New Jersey Law Journal andmarketing the law firm.
00:03:37.230 --> 00:03:43.920 Eric Sarver, Esq.: And as a frequent guest on podcast aboutpublic 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-minuteconsultation 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 pleasureto have you on the show. I'm glad to be having this conversation with you aboutsuch an important topic.
00:04:06.390 --> 00:04:13.830 Janet Falk, Public Relations: It's always important to be puttingyourself 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, withthis topic I wanted to ask you, perhaps a question. I know I spoke a bit aboutyour background, but just tell us them curious. How did you get into PR and marketing?
00:04:29.520 --> 00:04:33.720 Janet Falk, Public Relations: Eric, it is a very long andconvoluted tale. But the short answer is
00:04:34.230 --> 00:04:45.330 Janet Falk, Public Relations: I was a college professor Spanishand found that I was not satisfied with my work. So, I participated in anexecutive MBA style program.
00:04:45.750 --> 00:04:54.810 Janet Falk, Public Relations: And from there I started working onWall Street. I was doing close textual analysis, not of Spanish literature butfinancial statements.
00:04:55.350 --> 00:05:05.280 Janet Falk, Public Relations: And in speaking with the CFO or theInvestor Relations contact, I realized that that was a role that I was very suitedto. It was like teaching
00:05:05.460 --> 00:05:12.690 Janet Falk, Public Relations: Because I was taking complicatedideas and breaking them down and and connecting different points of informationto create a theme.
00:05:13.470 --> 00:05:21.690 Janet Falk, Public Relations: So, from there, I took a class ininvestor relations and through networking, something I know you're a bigchampion of networking
00:05:22.140 --> 00:05:28.650 Janet Falk, Public Relations: You're networking with one of myclassmates. 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 mypublic relations career. Oh, I went from academia.
00:05:34.650 --> 00:05:46.950 Janet Falk, Public Relations: To Wall Street to public relationsand in the scope of my career as you mentioned, I've worked at agencies. I'veworked 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 experiencetogether from these very diverse sectors in my independent practice advisingbusiness owners and attorneys.
00:05:58.530 --> 00:06:05.940 Eric Sarver, Esq.: What's quite interesting tale. And it'sinteresting because I know that people, when they have different backgroundsand they have
00:06:06.510 --> 00:06:23.070 Eric Sarver, Esq.: Different fields, they've been in often theycan bring as you mentioned those diverse experiences and the understanding ofpeople and of the mechanics are different fields, you can bring that with youas 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 sharewith our viewers tonight, perhaps maybe one of the most memorable successstories 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 werehotels and some of them were very well-known hotels, working with me Ideveloped a case study for him.
00:06:51.600 --> 00:07:07.620 Janet Falk, Public Relations: And I pitched it to several hotelindustry publications and as part of the case study. I had quotes from two ofthese hotel clients and their CFO said, what a great job he had done for themand how they had
00:07:08.040 --> 00:07:12.420 Janet Falk, Public Relations: They had saved hundreds ofthousands of dollars literally hundreds of thousands of dollars.
00:07:12.990 --> 00:07:33.000 Janet Falk, Public Relations: So, three articles in hotelindustry publications were published talking about his services and quotingthese, you know, CEOs from these very well-known hotels. Yes. How many phonecalls. 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 to 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 hundred. Now imagine Eric if hehad 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 gotphone calls all the time. People cold calling them wanting to sell them theirservices and he would not have gotten any ground with them whatsoever, but here800 hotel CFO.
00:08:12.690 --> 00:08:20.160 Janet Falk, Public Relations: Hmm, got in touch with him. Andthese are not lukewarm leads. These are burning hot leads that want hisservice.
00:08:20.820 --> 00:08:27.960 Eric Sarver, Esq.: You know, it's amazing when you think about itI just had Janet the tiny would take him first of all the time with a gun Jimmyspend
00:08:28.320 --> 00:08:35.070 Eric Sarver, Esq.: Reaching out to the content that you knowpeople, but also the, the chance of success is so much lower. If he's just coldcalling versus
00:08:35.460 --> 00:08:39.240 Eric Sarver, Esq.: You know, the work you did to get these leadsand 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 thanthat you, you might say, well, was but that's actually really not surprisingthat 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 clientand there's a successful outcome. There's a certain satisfaction you know thatcomes 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 therelistening tonight. Keep that in mind if you're contemplating some PR relationsand marketing communications. It's definitely something to be stronglyconsidered and so
00:09:15.990 --> 00:09:20.910 Janet Falk, Public Relations: I would put it to this way oranother, always concerned about the return on investment.
00:09:21.270 --> 00:09:33.750 Janet Falk, Public Relations: On public relations right and toomany people think that Marketing and Communications and Public relations are anexpense, 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 ownerdon't invest in your own business, then who do you think is going to do thatfor 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 veryclear that by getting 800 phone calls. I don't know how many turned intoclients, but my getting 800 phone calls that more than paid for the investment,he made by hiring me
00:09:58.110 --> 00:10:03.510 Janet Falk, Public Relations: To his profile in front of thisvery 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 tomake 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 getclients on that.
00:10:21.990 --> 00:10:34.620 Eric Sarver, Esq.: Or even just over yourself in terms of yourconnection to your colleagues who might then be for you or hire you orsomething or get you a speaking promotion and my lead to something else. Younever 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 pointto 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 theROI 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 assoon as three days. But the interesting success story. It's something to reallyconsider. I've heard you talk about several things. We've had lunch and coffeeand 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 kindof 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 thestart of the show is showcasing you and your talents and also letting ourlisteners know what they can
00:11:16.680 --> 00:11:27.240 Eric Sarver, Esq.: Expect or gave you. I've been networkinggroups with you and you know I encourage elevator pitch. I've heard it kind ofstarts 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 Iknow, but can you break it down for those who haven't agreed for our viewerstonight so
00:11:36.180 --> 00:11:53.550 Janet Falk, Public Relations: I read once that when you're givinga keynote speech. The first 15 to 30 seconds are when the audience members arepoised on the edge of their seat and they're expectant and they're waiting tohear from you.
00:11:54.540 --> 00:12:01.200 Janet Falk, Public Relations: So to begin your elevator speechwith my name is Janet Falcon and public relations and marketing communicationsprofessional
00:12:02.100 --> 00:12:18.840 Janet Falk, Public Relations: Doesn't really meet their expectantoutlook. So my approach is to say when you see someone in your line of businessquoted 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 soout of left field and ask a question that it really grabs the audience'sattention.
00:12:30.930 --> 00:12:45.780 Janet Falk, Public Relations: Now I don't know about you, you arean attorney and I find that a lot of people who are small business owners arerather 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-importanceand, 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 awoman who gets ahead of them and women are certainly competitive with otherwomen. Oh, that's why I have structured my elevator pitch in that way to firsttake 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 grabattention 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 tapinto something of the psyche of the members of the audience, which is that, asyou know, proud business owners or attorneys, they have a competitive streakand so they relate to what I'm saying.
00:13:42.540 --> 00:13:51.450 Janet Falk, Public Relations: And if your listeners areinterested, I have written a newsletter on the subject called what's up withyour elevator pitch.
00:13:51.780 --> 00:14:03.870 Janet Falk, Public Relations: And it's on my website. JanetFalk.comso listeners can go to my website and look in my newsletter collection and findwhat'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 mysubscribers told me that as a result of reading that newsletter. He totallytransformed 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 thetitle. 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 thisas well. And I hope our listeners snake and take this in starting presentationwith a question.
00:14:33.390 --> 00:14:47.250 Eric Sarver, Esq.: Is always a good way to do so. But, and evenmore so a question that you know people are thinking about in their minds. Iknow its what certain great politicians, I've done over the course of the ofthe 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 allmakes a lot of sense. We are due for our first commercial break. But we will beback with more from Jen thought
00:14:58.260 --> 00:15:13.890 Eric Sarver, Esq.: More excellent guidance around PR publicrelations that is and media marketing communication. So stick around, folks,I'm Eric solver from Lost Eric. I'm sober employment law attorney host ofemployment 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 todayhere on talk radio dot NYC. I'm your host Erick solver here with my guesttonight. Janet fog.
00:17:53.910 --> 00:18:05.550 Eric Sarver, Esq.: And Janet just, if I may summarize path forsome of our viewers tonight and for those joining us. We've been talking withJanet 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 alot of experience a wealth of experience and you share with us some of her mostmemorable 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 andhaving a good PR and marketing person like Janet in your corner 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 thosejoining us now.
00:18:34.590 --> 00:18:42.960 Eric Sarver, Esq.: can appreciate you really have to spend moneyto make money. And really, you can look at a lot of things in investments. AndI think sometimes that
00:18:43.590 --> 00:18:56.100 Eric Sarver, Esq.: Investment component is clearer and moreobvious and sometimes it's not. So I think it's important to note theinvestment power of a good PR and marketing promotion campaign and the personlike Janet to assist you.
00:18:57.330 --> 00:19:06.030 Eric Sarver, Esq.: Talking with john and about her some of herwork 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 reasons, perhaps,besides maybe gain new clients, some of the reasons that a business owner or anattorney 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 cango 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 tomy elevator pitch. When you see someone else quoted in the news, you might bethinking, why her and not me.
00:19:44.490 --> 00:19:50.460 Janet Falk, Public Relations: And the answer is reporters callthe 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 andprospective clients call the person that they read about in the news. So if youwant to be that person.
00:20:04.680 --> 00:20:24.300 Janet Falk, Public Relations: Find a way to get yourself in thenews. So I think that's definitely a prime reason why people want to be in thenews, but here are some of the others on this slide. Second reason is to be topof mind with referral sources. So let's imagine that you're a merchant and yousell
00:20:25.590 --> 00:20:38.880 Janet Falk, Public Relations: Jim clothes right so you would wantto be in touch with people that are trainers and you would want to be in touchwith 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 tobe in touch with people who are likely to refer you prospective customers andwhen they see you in the news, then they will be thinking of you, and then theywill 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 yourreputation 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 certainkind of braiding or a certain kind of treatment of hair. Then you want to beknown 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 withyour current clients and your labs clients because a client who uses you forwhat service may not know of the many other services and areas where you couldbe helping them.
00:21:30.240 --> 00:21:42.660 Janet Falk, Public Relations: And this name with your laps plansso attracting clients being top of mind with referral sources being known asthe source who can help with a particular kind of situation or particular kindof hair, as I mentioned,
00:21:42.990 --> 00:21:55.170 Janet Falk, Public Relations: And keeping in touch with yourcurrent and laps clients, but maybe you want to keep in touch with people thatyou've met from your many different circles people that you know from yournetworking circles.
00:21:55.320 --> 00:21:57.660 Janet Falk, Public Relations: Mean, Eric, do you have been asource for me.
00:21:57.930 --> 00:22:08.160 Janet Falk, Public Relations: When I write my column for The NewYork Law Journal and I know that you have said that people have contacted youbecause 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 evenother attorneys have gotten in touch with you because they saw you mentioned inthe New York Law Journal
00:22:16.470 --> 00:22:27.210 Janet Falk, Public Relations: Absolutely. Another reason is torecruit employees because doesn't everyone want to work for that great companythat'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 bepart 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 neighborhoodmerchant. It may be that there's something going on in the neighborhood thatyou want to align yourself with
00:22:45.420 --> 00:22:59.460 Janet Falk, Public Relations: Right, like maybe there's anoutdoor street fair happening as we saw, you know, months ago, more, maybethere's an issue regarding the cleanliness of the streets. Or maybe there's aspeed 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 newsso that you can align yourself with others who are like minded and then you canbe 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 thatbeing in touch with
00:23:16.620 --> 00:23:24.000 Janet Falk, Public Relations: prospective clients is certainly avery motivating factor, but keeping in touch with other people that you knowfrom different circles.
00:23:24.210 --> 00:23:35.130 Janet Falk, Public Relations: Recruiting employees being anadvocate in the community. These are also very valuable reasons why a businessowner 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 tomind here to a lot of things to cover. I agree. Hundred percent but first I canvouch 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 ofa colleagues and referral sources from being quoted in your glow Journal, whichis 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 Falk publication,as well as mentioned, my, my hosting of my own talk radio show here on targetto NYC.
00:24:08.760 --> 00:24:13.080 Eric Sarver, Esq.: I think that what I find, you know, Janet, isthat a lot of these bullet points.
00:24:13.620 --> 00:24:23.250 Eric Sarver, Esq.: It seems that being in the news canaccomplish. Right, more than one of these, like many people. For example, ifyou're a top of mind with the report if you rather build reputation and fambrand.
00:24:23.730 --> 00:24:30.540 Eric Sarver, Esq.: And you start to get known as an authoritybecause you repeatedly quoted in US News and World Report or legal journals asan attorney.
00:24:31.110 --> 00:24:38.310 Eric Sarver, Esq.: You build that reputation and now you'retalking about the referral sources. So now they're saying, well, you know, Isee 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 beingasked 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'sjust keep that in mind as well that it does build a reputation and also keeps thetop 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 toremember that because in my experiences and Janet after you conduct this tothat when people
00:25:08.190 --> 00:25:18.060 Eric Sarver, Esq.: Talk about PR and marketing or any type ofactivity networking. They say, well, have you gotten clients and does itattract 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 sourcesand 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 laughsclients or people that you will attract new clients, whether it's indirectlythrough that call from a colleague is like, I haven't talked to in the yearafter or Janet, but
00:25:38.580 --> 00:25:46.230 Eric Sarver, Esq.: You know you are quoting this article andJenna helped you get that quote from the reporter and I saw you put it onLinkedIn. 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 thatbeing in the news that person might just be thinking to themselves. Oh, who'sthat 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, youknow, just got into your idea. Read your points. And I think that's aninteresting 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 integratedinto what it is that you're doing to promote yourself. I like the fact that youmentioned 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 receivingprobably 100 emails every day. And that is real estate that is really under-utilizedbecause you can put so much information.
00:26:41.850 --> 00:27:00.960 Janet Falk, Public Relations: In that email signature. You canlink to an article where you were quoted, which is something that you do Ericand you're promoting your talk radio show, which is something that other peoplemight take a note of when I appear on a podcast, I put that in my emailsignature as well.
00:27:01.260 --> 00:27:13.080 Janet Falk, Public Relations: Hmm. And another thing that I do isI teach groups of people who organize themselves, how they can introducethemselves to reporter
00:27:13.410 --> 00:27:20.880 Janet Falk, Public Relations: And you can bet that that's a linkin my email signature to it goes to a page on my website so that people mightbe able to
00:27:21.510 --> 00:27:36.360 Janet Falk, Public Relations: You know, get more informationabout inviting me to speak to their group about how they could introducethemselves to reporters. So I would encourage those on the call to think aboutthat, 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 yourFacebook page. That's fine.
00:27:45.210 --> 00:27:59.100 Janet Falk, Public Relations: But think about other creative waysthat you could be promoting where you've had success appearing on a podcast orwriting an article or being quoted in an article, even a link to subscribe toyour newsletter.
00:28:00.060 --> 00:28:03.150 Eric Sarver, Esq.: Know, Jenna. I've heard you mention thatbefore. 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'salso why I changed my signature. I think it's important for businesses, realizethat 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 alaw firm or company.
00:28:20.160 --> 00:28:28.500 Eric Sarver, Esq.: Phone number, how to get in touch somebodycontact information. But if you're let's say trying to attract a new client orlet'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 sharingyour accomplishments that you're saying, author of an article or a book or hosta 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 Ithank you for sharing all this with us, you know the why of why when we want tobe in the news.
00:28:53.640 --> 00:29:06.150 Eric Sarver, Esq.: It actually leads me to another question Ihave for you if you're ready for a different question here, and I know we haveanother slide to show, but I'm wondering, what would you say is your mosteffective 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 mediaprofile. 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 beinteresting to a reporter to interview you about
00:29:26.760 --> 00:29:29.730 Janet Falk, Public Relations: Reporters know what has alreadyhappened.
00:29:30.030 --> 00:29:43.770 Janet Falk, Public Relations: And they want to know what's goingto happen before it happens. So if you can highlight those topics and thosetrends and those issues that will help the reader to save time, save money andmake more money.
00:29:44.250 --> 00:29:58.110 Janet Falk, Public Relations: Then you will be providing a trueservice to the reporter because they're not aware of everything from theperspective of the business owner and the, the person who could provide thatvery vital insight.
00:29:59.640 --> 00:30:05.550 Eric Sarver, Esq.: I looked a little bit more deeply with Janetand we have, we did. The good news is we have time to do that. That's the goodnews.
00:30:06.630 --> 00:30:14.730 Eric Sarver, Esq.: The bad news, but the other day is that we dohave to take a commercial break. So we'll just perhaps get more into that indepth delve into that after the break.
00:30:15.180 --> 00:30:30.540 Eric Sarver, Esq.: And so, folks. Stick around, you're listeningto. And we're watching employment law today here on talk radio dot NYC. I'myour host Erick Sarver I'm here on Tuesdays 5pm 6pm Eastern Standard Time. Iguess tonight.
00:30:31.710 --> 00:30:33.600 Eric Sarver, Esq.: Very talented experienced Janet Falk.
00:30:34.620 --> 00:30:41.340 Eric Sarver, Esq.: Falk communications and research publicrelations 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 yourhost, Eric, sorry. My guest tonight is Janet Falk, we're talking about publicrelations during the pandemic.
00:33:38.700 --> 00:33:49.020 Eric Sarver, Esq.: How to Attract press and publicity for yourbusiness. And you know, I have to say, I've known Janet now for a few years, Iguess 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 goodfeedback you know about
00:33:53.820 --> 00:33:59.610 Eric Sarver, Esq.: The Do's and Don'ts about reaching out toreporters, you know, I know. Also want to thank you. You've introduced me toreporters over the years.
00:33:59.910 --> 00:34:10.050 Eric Sarver, Esq.: Whether through help a reporter out throughhero or through connections and you'll often give me a really good tip, whetherit'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 Iwanted our listeners tonight to get some wisdom and some of that experience aswell.
00:34:18.210 --> 00:34:29.700 Eric Sarver, Esq.: Because it's worked. You know, I've hadreported to reach out to me. I don't know if they would have if I didn't takeyour advice. So at. Thank you. First and foremost, for that and be and I'vesaid 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 listenerstonight. 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 thecorrect slide right jack. This is
00:34:48.240 --> 00:34:58.020 Janet Falk, Public Relations: This is, this is the one. Yeah, Iwould 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 thestory 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 thisdown 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 personwho's on the other side of the table, meaning the audience and through thereporter. 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'snot 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 jobbabysitting. So they need to, you know, improve their skills of taking care ofchildren, 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 beable to have a fun meal at a restaurant right when we can go back to indoordining. 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 idea,will they read about. And this has to be something that's new and differentthat they haven't thought about before. And so you're going to be providingthem 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 taxreturns, 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 totake advantage of things before the end of the calendar year. And then that periodfrom January till mid-April.
00:36:53.580 --> 00:36:59.520 Janet Falk, Public Relations: Which is when they're going toreally 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 majorholiday.
00:37:08.910 --> 00:37:17.490 Janet Falk, Public Relations: And they're not connected to anyyou know graduation or wedding or something like that. So who do you want toread the news story.
00:37:18.390 --> 00:37:29.370 Janet Falk, Public Relations: What is it that they will readabout that would be something new and different or have a particular insightthat 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 timesensitive now that you figure that out. You have to figure out where, where arethey 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 smallneighborhood papers you know in Brooklyn and Queens Staten Island and differentneighborhoods in Manhattan.
00:37:59.130 --> 00:38:12.450 Janet Falk, Public Relations: So you have to consider that youmay not be able to grab the attention of the New York Post. The New York Timesof the Daily News, but you may be able to grab the attention of a reporter atone 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 moneyand making more money.
00:38:24.150 --> 00:38:40.860 Janet Falk, Public Relations: Though when you come up with youridea of who is going to read it. You have to think why will they care. What isthe problem that you are going to solve or what is the enjoyment of life thatyou 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 youcan see that thinking like a reporter and thinking, who, what, when, where, andwhy, 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 orit could be referral sources or it could be prospective employees or it couldbe 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 varyand that is going to affect the idea and where they're going to look for newsand why they will care.
00:39:17.370 --> 00:39:32.550 Janet Falk, Public Relations: So, again, to remember the thinklike a reporter with the five W's when you are coming up with your story ideaof how to introduce yourself to a reporter and make them see that you have agreat 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 slidewhat 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 thereporter to take interest in whatever you write to them, but also in helpingyou, the business owner or the
00:39:50.640 --> 00:39:59.010 Eric Sarver, Esq.: Law Firm professional whatnot, to figure outstrategically 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'mdealing 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'ssay for a particular team magazine right unless they're you know right teams byvisited 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 thinkthe 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 thereporter and also for deciding which reported as you wish to reach out to. I'mwondering, can you tell us say
00:40:36.690 --> 00:40:46.080 Eric Sarver, Esq.: How do people misuse or correctly used some ofthese who, what, where, when and why, when they're reaching out to likereporters 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 thatas you said Eric. They have Miss identified the interest of the reporter andI'm sorry to report, but not every news story belongs on the front page of TheNew 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 peoplewould like to see themselves and I have done that I have my people on the frontpage 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 youhave to adjust your expectations and understand that the world is a little bitdifferent than the way you see it.
00:41:27.060 --> 00:41:43.380 Janet Falk, Public Relations: I often say that clients livewithin the four walls of their own house and they see certain things and theyuse a particular language my role as a public relations professional is tobring in some fresh air.
00:41:43.710 --> 00:41:53.760 Janet Falk, Public Relations: Open up the doors and windows andcommunicate that the world outside sees the situation a little bit differentlythan you do yourselves.
00:41:54.390 --> 00:42:08.010 Janet Falk, Public Relations: So let me mention that justyesterday I was working on a press release for an organization that had a majorfundraising event. And it's a it's a foundation that's dealing with a certaindisease.
00:42:08.910 --> 00:42:24.330 Janet Falk, Public Relations: And the headline says name oforganization hosts event and raises $2.2 million dollars for research. Hmm. Andthey 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 aboutthemselves in the four walls of their own house right think they'd everybodyknows 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 notacquainted with the organization. It's important to say raises millions forresearch 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 thatmany people face is they don't realize that they are talking among themselvesin their own language in the four walls of their own house and they have toconsider that other people are less familiar with what it is that they want toaddress.
00:43:05.640 --> 00:43:17.100 Eric Sarver, Esq.: Right. It's like the echo chamber. They andalso 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 justas just as well.
00:43:18.270 --> 00:43:24.120 Eric Sarver, Esq.: It's interesting. I think it's really those all-importantpoints 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 wouldreally 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 thatthat I like that better floor with the windows being open differentiator comingin, 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 ideasare read about and where they looked at their news. I mean that's somethingreally important
00:43:44.850 --> 00:43:58.320 Eric Sarver, Esq.: He reminds me about that. That's a conceptthat our listeners tonight. You know, they can take with them, whether it's inPR looks at working with Janet Falk resemble or let's say you're in businessand your networking
00:43:59.280 --> 00:44:12.210 Eric Sarver, Esq.: I've been to networking groups where someonesay is a great expert in technology in the tech field and they share who theyare and what they do and they're talking and I'm very highly technicaltechnology type
00:44:12.720 --> 00:44:22.890 Eric Sarver, Esq.: You know lingo that I can see they're losingtheir room and certainly losing me of imagining, you know, high tech terms, butI 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 aswell. I mean I handle I help small businesses to help midsize companies as wellwith employment live business issues. So you know if I'm sick example going totell me what I do.
00:44:37.830 --> 00:44:43.350 Eric Sarver, Esq.: I can talk about Title seven ADA and Ada andalphabet 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 acompany out there and you're hiring. You're involved in hiring, firing managingand 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 thelaw have contracts that solidified that and defend yourself if you get introuble on those grounds and that's where I come in. So it's interesting. I'vetaken that from
00:45:07.770 --> 00:45:11.550 Eric Sarver, Esq.: What you're saying about PR. I think it canapply 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 sharingabout that.
00:45:19.260 --> 00:45:33.330 Eric Sarver, Esq.: I'm wondering in terms of how why I think Iknow the answers. But I was curious how you might say, Jenna. How do you seeyourself, different from somebody who appears in your philosophy, your approachto public relations.
00:45:35.610 --> 00:45:47.310 Janet Falk, Public Relations: I would point to two things. One isI mentioned that my experience includes working on Wall Street. So I'm verybottom line oriented about results, you know, save time, save money make moremoney.
00:45:48.120 --> 00:45:56.400 Janet Falk, Public Relations: And the second thing is, if you'llsee 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'mnot a square peg. I'm in octagonal peg and so I bring my diversified experienceof 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 amuch broader perspective of possible solutions and possible strategies indealing with my clients.
00:46:20.970 --> 00:46:33.870 Janet Falk, Public Relations: Many of my peers are focusedstrictly on consumer or lifestyle or health care. And so I think they are morenarrowly 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. Iappreciate the fact that I have a diversified approach coming from my veryeclectic background and my clients appreciate that, as well.
00:46:46.230 --> 00:46:52.500 Eric Sarver, Esq.: Good. In general, we have to take a commercialbreak. So I wanted to, you know, give you a chance to stay with you had to saythere. Thank you.
00:46:52.920 --> 00:47:04.440 Eric Sarver, Esq.: We'll be right back. Folks, the ground Americaserver hosting formula today here with my special guest tonight a friend andcolleague Janet Falk public relations and PR marketing person to grab rightback.
00:49:22.560 --> 00:49:28.590 Eric Sarver, Esq.: Welcome back folks to employment law today.I'm your host Erick Sarver from the loft is that Eric M Sarver
00:49:28.980 --> 00:49:39.180 Eric Sarver, Esq.: Frank practice employment law and business lawfor small to mid-sized businesses out there. I'm here tonight. As you all know,if you're listening with Janet Falk.
00:49:39.540 --> 00:49:46.170 Eric Sarver, Esq.: Public Relations and marketing communicationssay guru. I really believe that. So Janet. Thank you for being here tonight. Wehave a
00:49:46.590 --> 00:49:56.340 Eric Sarver, Esq.: Really great to have you really interestingconversation and some helpful tips that I hope our listeners and our viewersare 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 bythe time does fly. I wanted to ask you, you. It's a question I asked a lot ofmy guest.
00:50:07.200 --> 00:50:18.480 Eric Sarver, Esq.: On the show. By the way, I'll take a moment tosay that the last 12 weeks I've been so gratified by the level of justexpertise 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 helpfulinformation. 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 pandemicright how it's changed situations or what they do, for better or worse, so I'llpose that question to you, which is mainly, how is the pandemic changed the wayin which reporters in the media interact with professionals & businessowners.
00:50:45.480 --> 00:50:56.130 Janet Falk, Public Relations: I think you have to look at thesituation of where reporters are today. They're not in the newsroom they'reworking from home, just like you.
00:50:56.760 --> 00:51:05.640 Janet Falk, Public Relations: They're dealing with their spouseor they're dealing with their children who are also learning from home andworking from home.
00:51:06.240 --> 00:51:15.210 Janet Falk, Public Relations: It used to be that I would pitchreporters stories between nine and 11 and I certainly wouldn't call them afterthree
00:51:16.110 --> 00:51:27.990 Janet Falk, Public Relations: And now they might be supervisingtheir household between the hours of nine and three. So they might be writingtheir 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 thenews is a 24 seven business. But now that reporters are working independentlyof the newsroom
00:51:39.120 --> 00:51:45.180 Janet Falk, Public Relations: That it's completely unpredictablewhen 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 tomore or less nine to six schedule. But, you know, others are working atwhatever spare time, they can manage because they're dealing with their, theirspouse or their elderly parents or
00:52:00.570 --> 00:52:04.230 Janet Falk, Public Relations: Or they're dealing with theirchildren 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 somethingthat people ought to consider that.
00:52:09.270 --> 00:52:20.760 Janet Falk, Public Relations: You know reporters are not keepingto 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 toanswer. They're not
00:52:21.600 --> 00:52:29.100 Janet Falk, Public Relations: So, you know, don't expect that youknow reporters are going to be keeping to a nine to six schedule, the way thatthey did in the past.
00:52:30.210 --> 00:52:37.440 Eric Sarver, Esq.: Is interesting though. I mean, I definitelyyou'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 aroundboundaries and not call them a reporter at 9pm in case their work from home andtheir cell phones right there and
00:52:47.490 --> 00:53:03.810 Eric Sarver, Esq.: In other words, should someone still reach outduring business hours. But then, perhaps, let the reporter know an email thatthey, the person reaching out would be available to speak in the evening or orshould 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 veryunlikely 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. Ifyou had a reporter's office number. Many of them do, say if you have breakingnews contact me on my cell phone. So that's where you're able to to get theircell 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 todo is, you know, to use email and, you know, then if you're saying you know I'mavailable 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 thereporter will know to reach back to you at that time whenever it's convenientfor the reporter
00:53:45.660 --> 00:53:53.940 Janet Falk, Public Relations: So I don't encourage people to callreporters they duck those calls anyway they, in their calls like many otherpeople do.
00:53:54.420 --> 00:54:09.840 Janet Falk, Public Relations: I do encourage them to to email andif your schedule might be a little off or a little crowded, then you know makenote of when you are available for comment so that they can get back to you ata convenient time 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, youknow, 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 seethat this pandemic is going to persist for another six to nine months, youknow, they are hungry for other kinds of stories. So I would encourage peopleto look beyond the pandemic thing.
00:54:40.350 --> 00:54:55.080 Janet Falk, Public Relations: And about other ways that they cancall attention to themselves and highlight the service that they bring or theproduct that they bring to their specific clientele or to their marketplaceand, 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 aboutthe timing of when you might want to make yourself available now during thepandemic, but also about
00:55:05.490 --> 00:55:16.440 Eric Sarver, Esq.: Knowing that life is going on and longer thislast less of, sort of a novel thing. It is so that we can be a little morebroad 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'dleave that as for the wrap up slash miscellaneous part where you know I turnthe floor over to you.
00:55:26.430 --> 00:55:39.480 Eric Sarver, Esq.: Anything you want to share with our listenerstonight and he a way to well to reach you. I see you've got right there andyour background how to retrieve it. And they actually want to share with ouraudience of small midsize business owners tonight.
00:55:40.650 --> 00:55:42.930 Janet Falk, Public Relations: If you could put up third slideEric 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 remindthem.
00:55:47.760 --> 00:55:54.000 Janet Falk, Public Relations: That all of this communicationsactivity is of a piece that getting yourself.
00:55:54.570 --> 00:56:09.750 Janet Falk, Public Relations: In front of a reporter andsuggesting 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 goingto 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 toit in your email signature. But there are other things that you can do withthat 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. Anotherthing would be to write a LinkedIn post about it. Another thing would be towrite a newsletter about it.
00:56:35.790 --> 00:56:48.690 Janet Falk, Public Relations: Though, think about the fact thatyou are featured in this news story and how you can monetize it and how you canexpand 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 thescreen, you can see that I have listed my phone number. My email address. I amactive 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 withyour elevator pitch. I like to give tips on what I think other people should doto improve their communications and
00:57:19.530 --> 00:57:29.130 Janet Falk, Public Relations: I also have an E book about how youcan be the one reporters call so professionally, introduce yourself toreporters.
00:57:29.460 --> 00:57:33.870 Eric Sarver, Esq.: Oh, I'm so sorry interrupt with the timeflies. 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 youhere tonight, folks, I'm here with Janet Falk.
00:57:41.220 --> 00:57:50.640 Eric Sarver, Esq.: Public Relations and marketing communicationsprofessional and guru, you can reach Shannon at the email or her website WWW JanetFalk dot com
00:57:51.360 --> 00:58:01.890 Eric Sarver, Esq.: Tune in next week 5pm 6pm Eastern StandardTime employment law today. I'm your host Erick Sarver talk radio dot NYC folkshave a great, wonderful evening. Thank you, Janet.
00:58:02.340 --> 00:58:02.640 Janet Falk, Public Relations: Thank you.