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Op/Ed

Terrible advice for people hoping to get free press from journalists

(EDITORIAL) There is a right way and a wrong way to get free press attention – are you sure you aren’t pissing off journalists?

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free press bad advice

Want to get press attention?

A young blogger recently penned a well-meaning editorial on how to better connect with journalists when reaching out to them in an effort to earn your way into their hearts so they’ll write about you. He urges people to go find a journalist and compliment them without mentioning their brand. So far, not bad advice.

Here’s the formula he suggests:

template suggestion

He then recommends you CC their boss to flag them as to how great the journalist is, insists that you keep it all about the journalist and 0% about you, and let your email signature speak for itself. He concludes, “Journalists are people too. Give praise, make a friend and develop a relationship over time. The coverage you seek is closer than you think.”

Maybe “bad” is harsh. The advice sounds good but is misguided.

What’s right about this advice

First, let me explain that I operate a sizable news room. When it comes to pitches, I am the front line, and not a single story is published without my involvement. I’m the point of contact for hundreds of PR firms and thousands of companies. In my capacity, I receive hundreds of emails a day from brands hoping we’ll give them the time of day. Hundreds. I’m not exaggerating.

So, where the advice is not misguided is in the fact that journalists are people, and enjoying praise is inherently human nature. Reaching out to a journalist to develop a rapport is never a bad idea unless done poorly.

Here’s what’s wrong about this advice

Treating journalists well is the only advice given above that will get you ahead. If that email shows up in my inbox, I can’t guarantee a favorable response outside of a simple “thanks” as I trash it, not because I’m rude (I’m not), but because it’s just one more thing you’re putting on a journalist’s plate (“read this template compliment that is a misguided attempt to touch your heart, then craft a meaningful response, look into my company because you’re so impressed, then write about me so I can be the next Zuckerberg”).

Further, I get a similar template emailed to me all the time. Anything that says “I’m a big fan of yours” and cites an article I’ve written feels forced and is a red flag to me, because if you were such a big fan, we would have had more organic interactions by this point (like you commenting on the article or tweeting me without selling me or my staff). If you reference one specific article, that usually means you had no idea who I was five minutes ago, but you’ve spent just enough seconds to find a link and paste it as proof that you’re a fan.

The template email is kind and generous, and a new journalist would get a kick out of it, but reaching a busy news room when everything is absolutely on fire (and inadvertently demanding attention for what is clearly an attempt to gain favor and attention, not a compliment without strings), will land you in the trash just as fast as blindly sending a press release. It’s too obvious, it will generate eye rolls, we get these emails all the time, and it’s often some SEO person in India that wants to be hired, or a startup that is trying (poorly) to do their own PR. What you don’t realize is that this email template is actually pushy, and you didn’t even mean to be pushy!

Here’s the real advice from a news room

First and foremost, connect with the appropriate person. Find stories about your competitors or stories similar to what you’re pitching to know who’s covering that beat. The fastest way to land in a trash bin is by going to the wrong inbox. Find individual writers who specialized in your area – don’t just email the Editor-in-Chief.

Now that you’re with the right journalist, if you really want attention, there are three ways to do it:

  • Hire a legitimate PR firm. Chances are, they have well groomed connections at all of the news outlets your template email might otherwise annoy. They will put together a legitimate strategy and execute it more quickly and effectively than someone who just wants to sell their widget ever could.
  • No budget? Just get to the point. Send your press release, but at the top, don’t act like you’re a journalist’s friggin’ best friend from college, or biggest fan (they already know who their biggest fans are, trust me), just remember that your email gets five seconds before a decision is made as to what happens with the email (read, respond, or trash). In two bullet points, say what’s in the attached press release and save the journalist time. There’s no slimy feeling, it’s just business, and if it’s a fit, I don’t care if we’re friends or not, we’ll write about your widget.
  • Organically connect with journalists over time. Through social networks, networking events in person, or over email, just as you would establish a relationship with anyone, it starts with a simple like, a retweet, jumping into a natural conversation, then another conversation, and another. Nothing is forced here, and if they ignore you, move on. Getting to know a journalist’s needs without selling them, and getting to know them personally (where they prefer to connect), is time consuming, but worthwhile if trying to do your own PR.

The truth is that no one wants to be sold. Be sincere, get to the point, and always save someone time – news rooms are super hectic, and injecting yourself had better be mutually beneficial. If you can offer a journalist what they need right off the bat without kissing ass, you’re already miles ahead of the competition.

This editorial was originally published in October 2016.

Lani is the Chief Operating Officer at The Real Daily and sister news outlet, The American Genius, and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Op/Ed

8 lessons on how to keep work-life balance in your real estate career

(EDITORIAL) Your real estate practice can be overly consuming if you let it. With discipline, you can have a good work/life balance.

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Real estate agent shaking hands with clients over a For Sale sign marked sold.

8In your real estate practice, you have a plate, and you can only put so much onto that plate before things begin to fall off into the cracks. These cracks are what I call “fires” – you know, those things that become emergencies because simply put, you let them.

What I am about to share with you at first glance may come off as cold, however, I believe that with a little thought, some practice, and your own tweaks, you can realize the income you want and afford time with your family – all while elevating the respect you deserve from your real estate clients.

Balancing work and life in real estate is no easy feat.

At no point in my real estate career have I ever allowed myself to appear too eager or desperate for a client, and my clients always felt special and cared for, even though I observed a strict daily schedule. The following is how this can be accomplished:

Lesson one: You know your threshold of how many clients you can handle at once. Your pipeline should be full, and the next client in line for your services should know you’re worth waiting for, and be assured that the same care and attention will be shown to them as soon as they are “next” (never answer a client call while with another client, or this will not work for you). A client became “next” when an offer was accepted on one of my existing transactions. My threshold was originally four clients. If my pipeline was expanding quickly, I brought on agent assistants. As they waited their turn, my assistant held their hand and kept them busy with pre-qualification, buyers agreements, and the like.

Lesson two: When I took on the next client, clear rules of the road were established. I do not leave the house (home office) until 10. I have better things to do with my time than to sit in rush hour needlessly. Some like this time for phone time, however, your undivided attention is not always given, and the possibility of missing vital details while driving and negotiating grows exponentially (as do safety risks). My phone calls were made from 8am to 10am before I left my office.

Lesson three: All of my appointments were set on the half-hour – I’m not sure why, but it worked and I was always on time, as were my clients. The same went for phone calls. Schedule them on the half-hour. You will find, for example, that if you grab lunch at noon, you’re ready for business again at 12:30.

Lesson four: Be home either before or after rush hour. I preferred before. The implied impression of my work hours with my clients worked in my favor nearly 100% of the time. Why? Because I skipped the salesman b.s. of showing them more expensive homes first – I actually took them to the home described in the range they wanted. I set the proper expectations in the first place. I listened to my clients, and they appreciated it. The day they may have waited for my undivided attention gave them immediate results, and they loved it.

Lesson five: If you cannot show your buyers their next home within five showings, either you’re deaf to their needs and wants, or they don’t intend to buy – if you’re experienced, you know it when you see it, and they’re wasting time for the next customer in your pipeline. Place them on a drip campaign with a buyer’s agreement in place, or refer them.

Lesson six: Decide when your workday ends. Mine was at 5:30. However, from 8:30pm to 10pm I would work on offers, faxes, enter listings, answer texts, and emails.

Lesson seven: Not every client was right for me. For example, I have a zone of travel. The markets I work in. Working outside of that zone takes up time from my clients in travel, and time from my family. Refer them, or if you’ve tapped into a further away zone, build your team. Teams can grow and shrink as needed.

Lesson eight: You are a business. Real estate is a business. You have business hours, and you have you time. My you time was with my family, but I love marketing, so I added a 6th half-day for my marketing, blogging, and the like.

As my business grew, my referral network grew. I utilized an assistant until an indie brokerage was established. We had a clear code of how we conducted business, encouraged our buyer’s agents to adapt their business model as I’ve described, and never allowed an unseasoned agent to handle more transactions than their limit. Inevitably my threshold grew to six, but it took time.

With the technologies we have today with instantaneous communication, it’s very easy to allow things to creep onto your plate. So my final lesson is to utilize an assistant frequently.

It is possible to work and live but it takes discipline and a set of business rules for yourself that you’re accountable to besides just the Code of Ethics. It’s about being honest with yourself, and never being so desperate that something can’t wait a minute.

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Op/Ed

Tips to become one of those people who is good with their money

(EDITORIAL) In real estate, it’s difficult to anticipate which years will be the busy ones and which will be eerily empty. So how do you manage money?

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money for transactions

I’m a firm believer in making mistakes. Specifically, the all-out, crash-and-burn kind. You know those people who say “own it” – yeah, that’s definitely me. That’s the sort of high-risk, high-reward mentality that leads to really thrilling moments onstage and in life. And when the reward is that intense, so is the loss. It’s the same with money.

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My formal background is as a professional opera singer. The level of training for a full-time career in the field includes Olympic-level physical, emotional, and intellectual training. Opera singers don’t use microphones, which means they must use their bodies in a perfect, practiced physiological balance to become a human megaphone.

They learn several languages, with enough facility to jump into rehearsals with colleagues who are relative strangers, singing about passionate love, and infuriating politics while maintaining that physical balance in a foreign tongue.

Unlike the Olympics, regular opera singers don’t get endorsement deals. (Okay, famous tenor Plácido Domingo is sponsored by Rolex, but that’s a particularly singular example.) So despite its extreme training, opera is a medium that requires its artists to manage themselves as freelancers. Freelancers and be-your-own-boss types, I know you feel me:

It’s difficult to anticipate which years will be the busy ones and which will be eerily empty.

Preparing for financial uncertainty

So how do you manage finances with so much up and down?

Invest time instead of money. I rethink how I’m approaching my everyday needs. I’m talking about what methods of transportation I use and how often; I’m talking about regular doctor’s visits or self-care; I’m talking about any payments that you owe regularly. Is there any way to reassess seemingly non-negotiable expenses? Can you refinance a mortgage? Can you drop the gym altogether and commit to really learning and developing an exercise routine? Find something convenient you can replace with a free education; the Internet is an insanely abundant resource and should be milked for information.

Develop multiple interests and invest in them. I am a professional singer, but I also love to cook and am serious about it. I write frequently and across a wide spectrum of interests. I read avidly. When you invest in other ideas and interests, you make yourself a more powerful candidate for the workforce, and you give yourself more ability to seize opportunities. Who knows – you might find yourself pivoting careers.

Design a financial contingency plan before you need it (but go broke at least once). Do you have a place to crash if you can’t afford your own place? How much money do you really need to get through the month? How far can you stretch $50? If you can’t define your limits, you’ll never be able to develop a plan with thoughtful security.

What’s life without risk?

The freelancers who truly succeed are the ones who failed. It’s that Oscar Wilde quote, right? “Experience is merely the name men give to their mistakes.” And so have I before, and so will I again. The only way forward is up. I’m going to take my experience along with me for the next chapter. I hope mine will help color yours a little, even if with a passing thought. Dare to lose it all — and see where it leads.

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Op/Ed

Tips to combat lack of participation in virtual meetings or online events

(EDITORIAL) Even after the pandemic, virtual meetings and online events have no end in sight. But how do we get people to participate?

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Online conference call on skype, without Meet Cam widgets.

Online meetings are here to stay and increasing participation is key to making them fun and inviting for everyone involved. Those little icons of our faces and initials showcasing the fact that cameras are off-strike dread in the heart of the presenter. Or even worse, the camera-on view of the ceiling fan or mic-on sound of the smoke detector that needs a new battery.

Instead of leaving the success of an online meeting to chance, presenters can help make their meetings more fun for everyone with a few easy practices.

Send out an agenda with meeting expectations early. If attendees know the time investment, expectations, and what will be covered, it’s easier for them to be involved. Do you want cameras on? Share that. Be specific with what that means. If you don’t make that expectation clear, be prepared for bookcases instead of people, ceiling fans instead of people, and other distractions. Do you know specific questions you will be asking? Include those in the agenda so people can be thinking about them ahead of time. Often people don’t talk because they don’t understand what you want them to say or they’re not sure you really want them to participate.

Ask participants to help create the agenda ahead of time. What questions do they want answered? What do they need from you?

Let people know you will be asking questions regularly and answers are appreciated either on the mic or in the chat. If you can, include when you will be taking questions or opening up for conversation in the agenda. The chat feature can run seamlessly throughout the meeting. Allowing and encouraging the use of the chat feature regularly increases participation and leads to a more conversational feel for the session. If you can have a co-facilitator who can answer questions on the chat so they don’t get lost, that helps. If you don’t have one, consider asking an attendee to watch to help make sure questions are answered throughout the meeting.

Break the meeting up into sections. Don’t throw all the information out at once. Instead, make sure you pause regularly for feedback and questions and answers. If the group is large consider breakout rooms where smaller groups can answer questions, work through agenda items or participate in roundtable discussions, then come back to the large group with their ideas and answers.

Know your end destination. What’s the purpose of the meeting? What do you want or need to accomplish? Make sure everyone involved knows what that is and why. That helps keep everyone focused.

Set a time limit for responses if needed.

Be prepared. It’s even more important to be prepared for your online meeting than in-person meetings where you have multiple resources at hand and the energy of the crowd to bounce off of.

If these online meetings are a regular occurrence, consider adding a fun element like bringing your pet or plant to the meeting day. If it’s a brainstorming session, consider creativity ice breakers. And again make sure attendees know the expectations.

Use the poll feature to help encourage participation. Then follow up with participants to go deeper with those answers.

Instead of asking are there any questions at the end, ask everyone to either tell at least two things they learned or share two things they still have questions about. Again utilize the chat feature here. Some people are more comfortable chatting than speaking on the mic.

Consider offering prizes and give-aways to those participating. It’s not always necessary, but it’s fun when you can.

If you can, run the meetings live instead of recorded presentations with the leader in front of a slideshow. The sit and get PowerPoint and speaker presentation leads to bored participants who aren’t invested in the content. However, if that’s not possible, make sure you have a real-time chat session available for participants who are watching and make sure your slides are light on text. That chat session can change “sit and get” boredom to excitement, fun, and learning for all.

As always remember the meeting needs to last long enough to cover what’s essential but should be short enough to keep people engaged. Use surveys to gather meaningful feedback throughout the meeting and at the end. You can’t get better without feedback from your participants.

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