Mr. Tied Up

There is no magic button. Thankfully, we can make our own magic. This addition of ASK JOY weighs the benefits of celebrity placement to an overall marketing campaign:

Hi Ms. Joy,

I'm an investment banker by day, silk-tie designer by night. Since I work in Chicago, I deal with a lot of high-net worth men to sell my ties to, but, someone suggested that I get more celebrity connections. I actually did a gift bag in Los Angeles last year and nothing happened. No press. Nothing! Is celebrity placement really worth it for me and my ties? Why bother?

- Tied Up in Chicago, IL

Mr. Tied Up,

Yep, it's probably worth it. Of course, any celebrity placement you do needs to be smart, strategic, and aligned with your overall brand image.

I'm not sure if that gift bag in LA placed your ties with your target demographics (since you didn't tell me what celebs got them) but, before you agree to do any placement, you need to know some stuff. WHO will receive the ties? WHAT media (if any) will be covering the placement? WHERE will photos be available? WHEN will photos be available?

Once you have these answers you can start to make decisions and figure out how much hustle you need to do. And you do need to hustle on your end. You can't just get a photo and sit on it and expect magic and fairy dust to happen.

Try to place your ties with names that you respect and think adhere to your brand. Target events that will provide the resources to promote your placements. Then, take control and pursue press on your own- take the photos and use them to entice merchandisers and customers. If you do a placement and nothing happens, then take it upon yourself to make something happen.

Just like print articles, ads, TV press, and radio interviews, celebrity placement is just another aspect of publicity. Don't expect one celebrity gift bag alone to be a magic wand. Make everything work in concert.

Keep rising!

Joy

Ms. Beauty Notes

Reinvention can be terrifying. I receive a lot questions about compartmentalizing career transitions or new business ideas and services. For this addition of ASK JOY, our question comes from a singer capitalizing on her beauty:

Hi Joy,

I've been a singer my whole life and love being on stage. I also understand what it takes to feel gorgeous in front of a crowd under the hot spotlight. I'm now launching a new beauty line for women but I can't seem to talk about it. I have some kind of disconnect. Everyone knows me as a singer. How do I talk about this beauty line without having one take away from the other? This line is my dream. I don't want to mess it up.

-Beauty Notes in New Orleans, LA

Ms. Beauty Notes,

From where I'm sitting, being a performer with a beauty line is brilliant. You spend lots of time getting made up just to sweat and possibly clog your pores with all of that beauty while you perform under bright, hot lights. If you've been able to maintain smooth, supple skin inspite of your schedule and career demands, that is a secret that needs to be shared.

First, realize that singing is "what" you do and the beauty line is something you have "created." Neither of these things are you as a whole, they are simply extensions of you and your overall goals.

Second, instead of focusing on the disconnect, telescope the connections. As a performer, you understand the pressures of beauty on women. Let others know that you understand that pressure. Talk about how you overcome the societal obsession with perfection. Define what beauty means to you. Tell women how your products will make them experience their own definition of beauty.

Your key will be consistent personalization, not disconnections. These personalizations will birth connections to other human beings seeking your products. The fact that you have enjoyed a career that also comes with a lot of scrutiny about appearance is a strength and huge advantage for your new business.

Keep rising!

Joy

Ms. Here To Stay

Hi Joy,

Once upon a time, I moved to NYC and got involved in the improv comedy scene as well as a major Off-Broadway theater. I then got pregnant via a fast and furious romance, got married, gave birth to a beautiful boy and became a full-time mom.

At 3.8 years old, our son was diagnosed with a rare, aggressive cancer in his nerve tissue. I had the rare gift of care taking 24/7 for the next two years while he was in treatment. He was almost six when he passed away.

My heart stopped beating. I literally lost a year of my life. I changed my career path for years and didn’t pursue acting. Yet, acting never left my soul- especially independent film. I’ve now found my way back and realize that my gift is artistry that enables others to identify their experiences. I’ve jumped across the country again and am in LA acting, writing, and creating.

This is all a part of me but, should I share my story? If so, how do I do it in a way that lets people know I’m here for the long haul and devoted to acting? And, since I’m not a spring chicken coming to this town, how do I package myself?

- Here To Stay in LA

Ms. Here To Stay,

What an amazing life! To answer your first question, Yes. If it would have helped you to hear a similar story then, you should share (if you want to). As a woman, a mother, an actress, a writer and all the other nouns that make you unique, it’s reasonable to think your experiences have informed your life and your work. They’re not shameful or embarrassing. If anything, moving forward after such loss affirms your commitment to living a passionate life.

You never have to bare your total soul and you have the power to stop talking about it whenever you choose. You never know what will happen. Your journey, strength and generosity might just change someone else’s life.

If you tap into the reasons why you are pursuing your artistry again, the truth of that will be what you need to express to others. The passionate reasons driving you are what you use to let people know you’re devoted to acting and here to stay. These passionate reasons will also help others see and feel your humanity.

Don’t worry about spring chickens or any other seasonal fowl. The fact that you know some real things about real life is your advantage. Look at sharing your story with women’s lifestyle media such as “Woman’s World” or “More” magazines and lifestyle TV formats such as CBS’ new show “The Talk” with Julie Chen and Holly Robinson Peete.

Also, if you get a moment, take a look at Benu Mabhena’s case study here. This is an actress whose past informed her work in Blood Diamond and her social outreach has been a complement to her work and life.

Keep rising!

Joy

ASK JOY

Change is good. For the past 6 months, I have been collaborating with my fabulous team to perfect what Do It In Public is all about. The fruits of this labor will include relaunching my speaker website in November 2010, launching a private, by invitation-only PR consulting club for self-promoters entitled DO IT! and, maintaining a wonderful calendar of international speaking engagements.

Starting tomorrow, my blog will become the home of my PR advice column, Ask Joy. Here, confounded self-promoters will have their PR questions answered. If you have questions that you want to send in, please email them to joy@doitinpublic.com with the subject line, "Ask Joy"

Please understand that due to volume, I can't answer every question that I receive. Submission of your question relinquishes all rights to your question. Thank you for joining on me on this beautiful journey of self-publicity power.

Brains of Minerva: Helping Actors Promote Themselves

Screen legend Ethel Barrymore once said, "For an actress to be a success, she must have the face of Venus, the brains of Minerva, the grace of Terpsichore, the memory of a Macaulay, the figure of Juno, and the hide of a rhinoceros."

Enter Brains of Minerva, the ultimate actor's guide to the Hollywood hustle. I recently sat down with Sarah Sido to share my thoughts (in 2 parts) on publicity, why Clint Eastwood doesn't cry on camera, and what actors need to know to get themselves in the media spotlight.



[READ PART1] [READ PART2]

3 Questions: Camille Solari = Ultimate Hollywood Hyphenate

Camille Solari is creating her own version of Hollywood. When the roles she wanted weren’t coming across her inbox, let alone being written, she wrote them herself. Her resume consists of acting, writing, producing, and even directing, but her multiple job description is no detriment to her image. In fact, it’s part of her edge.

Solari wrote, produced and appeared in True True Lie, a psychological thriller that was picked up by The Weinstein Co. This Boston native performed the same hat trick for the recently released feature, Rocker, about a female musician in the L.A. music scene. To top that off, she also recorded the songs that appeared on the soundtrack. She has co-produced and directed an intimate documentary on James Brown, which wrapped just weeks before his death.

She recently shot Boston Girls, a dark comedy about Italian and Irish love feuds in Beantown. This film marks her directorial debut in a narrative feature. Oh, and by the way, she also wrote and stars in it. Right now, Solari’s in pre-production for Forever, a supernatural thriller based upon her own script and starring... herself. Edward Furlong and Dennis Hopper are in negotiations to co-star.

Her over-the-top comedy, Hooker’s INC, recently showed in select LA theatres. She co-wrote, produced, and acted in that one, too. It may look effortless, but there was a time when this multi-hyphenate powerhouse was shying away from the idea of publicity. She stood still long enough to answer our 3 questions about PR and branding:

GP: In the past 3 years, you've dramatically increased your publicity and visibility. Were you hesitant at first to put yourself in the public eye, and if so, why?

CS: Yes, I was hesitant. It does feel awkward to go out there and do interviews and promote myself and talk about my movies. It sort of goes against my East Coast grain of being humble and self-deprecating. But it is TOTALLY necessary.

GP: What has your publicity campaign taught you about yourself?

CS: I am doing so many movies and special projects, but personally, I always feel like I want to be doing even more. Yet, the feedback I get from people I run into or those who email is ‘How can you be doing so many movies? How do you have the time? And who the hell is your publicist, and can I hire them?’

GP: Can you name a few results you've seen in your career due to publicity that you doubt you would have received without PR and branding?

CS: Basically, when I go out to social functions or events, I am constantly recognized by people I don’t know. I also got a theatrical release for a feature I did solely as a result of my fan base- which I didn’t have until my works got publicized and I started doing publicity through interviews, print articles, public appearances, and things like that.

GOING PUBLIC: What to know before branding YOU

It never hurts to know the right people, but sometimes what's more important is who knows you.

Nowadays, everyone from the CEO of a sole proprietorship to junior executives with dreams of getting that senior-level promotion are stealing a page from Hollywood and welcoming the power of publicity. Many business people choose to do some of their own PR by letting media outlets know that they’re available for “expert opinion” quotes on various subjects, pursuing speaking engagements, and pitching future book ideas.

The media climate is changing. Bill Gates is a celebrity and "Brand YOU" is all the buzz. In an economy of slim job pickings, a little publicity can give a big leg up on the competition and create avenues for an executive to become a commercial entity. A profile in Lucky can turn into a promotion, unexpected job offer, even a Crest commercial. Who knows?

Since the fame game doesn't always have clean cut rules or paths, it helps to mentally prepare for what possibly lies ahead. Before you call your sorority sister at Portfolio to pitch a story on you- accepting the following facts can save your future branded self a lot of grief:

+ Know thyself.
Have an idea of how you DON’T want to be seen in the spotlight before it shines upon you.

+ Realize that the road is long and winding.
In an idyllic world, brands are built overnight. In reality, it usually takes at least 5 years. Any future brand must remember the legacy is greater than the currency.

+ Learn how to take a hit.
Going public with your image opens you up to good, bad, and ugly reviews. Whether it’s someone refuting you on Twitter or backlash from company peers, it won’t all be applause and accolades.

+ You must walk the walk! You must talk the talk!
If you’re going to be a brand, act like a brand. Successful brands approach the think tank everyday with brand consistency in mind.

+ Keep your eyes on the road.
Branding yourself might not brand your company. And your company might resent you for it.

UP FROM DOWN: Building personal brand during the downturn

By now you're probably fed up with everyone moaning and groaning about the economy, but that doesn't stop it from being in a down swing. Jobs are scarce for 2009 college graduates, the housing market is ridiculous, and consumer confidence is still low.

For those in business for themselves, the aftershocks of a slow economy are easily palpable. Companies may be cutting what they consider to be extraneous spending on the exact service that you provide, whether it’s consulting, marketing, design... You may be doing the same, cutting back or eliminating marketing, PR, and design plans. But this is a mistake whether you have a few dollars to squeeze or not. Your name is the most important thing your business owns.

Be savvy with your downtime during the downturn and build personal brand recognition through smart, targeted strategies. If you have found yourself solvent during these times, your marketing dollars can go further, negotiating lower rates, category exclusivity, and placements that will resonate louder than ever before. Especially since there’s less competition. It’s easier to cut through the noise, assuming you’ve already streamlined your personal brand.

Your competition probably isn’t spending money, so now is the time to forge ahead with targeted, smart exposure that will help your consumer base remember your name and stay loyal. You may even possibly find new consumers:

1) Target your consumer better:
If you’re already pretty established, staying visible in front of your consumer will maintain brand loyalty. If you’re fighting to compete, you can use the lack of competition to get your message front and center.

Find events and press opportunities that effectively target the consumer you need. These events will still need sponsor dollars, and the economy will allow your sponsor dollar to negotiate farther.

Ex. A financial planner helps sponsor an opera event for young professionals. These young professionals are probably making money and worried about how to invest in the recession. Target audience realized!

2) Connect through community philanthropy:
Reaching out contributes to consumer trust and when consumers trust a brand, they will usually pay for it and even pay extra for it despite the economic atmosphere. They'll also forgive mistakes if a company has a fundamental reputation of integrity and good works.

3) Evolve:
You may need to offer a smaller service or product that still distinguishes your brand but fits people’s price ranges more easily. When McDonald’s launched their $1.89 flavored coffee, Starbucks had to respond with a more reasonable priced coffee blend called Pike Place Roast, available in grande size at $2.

Ex. A graphic designer that offers a low-price logo design service for startups

4) Create brand alliances:
Alliances can increase image and public profile and can lead to more interesting, lucrative projects. Seek out others with competing or complementary skills for possible collaborations.

Ex. Two comedians with decent followings join forces to create an improv show or pitch a TV show.

5) Establish yourself as an expert in your field:
Contact local media (newspapers, news, etc) about your availability to comment on certain topics relevant to your business or skills.

The TIP Sheet

You’ve devised a great business name. You’ve bought the URL. Now what?

If you’re brand-minded and intend for your brand to have a social media presence, you’d better keep that presence consistent. It’s imperative to maintain the same username across the social media networks that are vital to your business (you know, Facebook, Twitter, LinkedIn...).

Your username should be part of your brand’s definition. Staying consistent will 1) aid in searchability and make it easy to be found by consumers seeking you online, 2) assist memory recall since once a consumer knows one of your usernames, they know them all, and 3) hopefully protect you from being brand-jacked by some random person.

Visit Namechk.com to check availability for the username you want to have in cyberspace.

They Love You/They Hate You...

Reading my Twitter today brought me to a great blog post by Jeff Rago about Kanye West’s recent rude outburst during Taylor Swift’s MTV VMA acceptance speech. Rago was taken aback by the onslaught of name calling West has garnered on Twitter, Facebook, and beyond. I have to admit, it surprised me how quickly the insults appeared.

Even an off the record comment by President Obama popped up due to a tweet by ABC’s Terry Moran (that had to be quickly removed, but that’s another story about tweets and privileged conversations).

What moved me about Rago’s thoughts was how he touched on the fact that no one teaches a class on fame. The public makes you famous and watches your triumphs and disgraces unfold.

People can talk to you about fame, draw diagrams, and even put you in mock scenarios– but until you reach the point where every single word you say is instantly scrutinized by millions, people go through your trash looking for an angle, and you can’t sit and enjoy a chai latte at the corner café without it appeared on TMZ, you have no point of reference for the experience. Perhaps being the most popular kid in school is akin to it, but still that falls desperately short.

Luckily, there are many good examples of grace under fire for those in limelight to follow and be inspired by. One immediate example is the way Beyonce handled the Kanye/Taylor situation.

For me, the lesson here is to understand that the world has changed since the printing of the first newspaper. We now live in a world where paparazzi chase their targets down the street, a rude comment can instantly gather 300,000 negative tweets about you, and anyone sitting next to you with a camera phone can become an instant journalist reporting scandal about... you.

I've witnessed this reality deter some talented individuals who feared the attention that would come with the status of fame. As a publicist, it makes me sad because I believe that publicity ultimately should provide you with more options and opportunities. Yet, at the end of the day I've spent most of my time protecting my clients from being exposed the wrong way.

Kanye has apologized to Taylor personally. We'll have to see how long it will take the public to accept his apology and how much PR he'll have to do. As I check the following text that a friend forwarded me, I suspect he'll be a running gag for some time:

BREAKING NEWS: Kanye West just interrupted Patrick Swayze's funeral let everyone know Michael Jackson's memorial was better. News at 11.

3 Questions: Frankie Finch Is Such a Problem

Pharrell and Jimmy Iovine know her as a TV host. Rhianna, Pamela Anderson and Carmen Electra know her for her stylish fashion designs. Now, these entertainment industry titans are among those discovering Frankie Finch as a double threat singer-rapper in the vein of her inspiration Blondie, but with a modern spunk and attitude.

Given her sexy style and drop-dead gorgeousness, Frankie Finch will certainly surprise people with her no-holds-barred music. “I’m not black and I’m not white, and I look the way that I do, so people expect something cute to come out of my mouth,” she says. “I want to shock people, and a lot of songs are driven by my hustle.” Add to this a successful clothing line that’s sold in select boutiques and often incorporates lyrics from her catalog of songs, and one begins to appreciate the full scope of Frankie’s image.

Frankie’s good looks, musical knowledge and people skills have helped her land hosting gigs (under her given name) with the Interscope Records-sponsored Farmclub.com and a Pharrell-conceived, Paul Hunter-directed TV show pilot, FEVER.

Each step has gotten her one move closer to fulfilling her life’s dream to become a world-famous entertainer. With a MySpace page that has over 500,000 page views and nearly 1,000 following her on Twitter, she’s going in the right direction. “I’m on a life mission,” she says. “I have to accomplish everything that my heart desires. If I don’t, then it’s going to be a problem.” She took a pause during her musical takeover to answer our 3 questions about self-promotion and increasing brand visibility.

GP: You’re as well known for your fashion as you are for your music. Does publicity for one aid in publicity for the other and how have you connected those two aspects of your career?

FF: You can say one aids the other because when I'm at a "fashion" event they sometimes recognize me for my music and when I'm at a "music" event or doing an interview and I'm wearing FINCH, they’ll ask me how I started FINCH Clothing... It just kinda connects naturally. It's a lifestyle I really live.

GP: What media result (print profile feature/TV interview, etc.) have you had that you deem most beneficial to your career?

FF: I did a great TV segment for "Your LA" on NBC and my music was chosen by NIKE as its lead campaign song in 18 markets in Asia & Europe. Myspace, Facebook, and Twitter have been huge helps in connecting me to fans. And I got great exposure from placing my music on MTV's Laguna Beach.

GP: What has branding yourself taught you about yourself?

FF: That branding FRANKIE FINCH & FINCH Clothing is crucial to my career and overall business. Branding also taught me that keeping my logos, name, music and clothing in front of people does get attention, keep attention, and get a response.

From the May 2009 Issue of GOINGPUBLIC: A 720 PR Newsletter