Ms. New Year, New Plan

Ms. Joy,

2010 has been yuck. It really, really stunk up the place. I didn't get much work and I definitely didn't get noticed. I've thought about this a lot and I think where I went wrong was not having a real plan in place. I want to publicize myself and get out there more but it's not coming together because I'm not sure what to do with what I've got.

I put up an exceptionally boring website. It took a lot of work to make my site so boring. I broke down and got a Twitter page but I still don't understand twittering or tweeting, I haven't been doing that. I put a mailing list together but I don't know how to use it and what kind of news to send out since there wasn't really any news on my end.

I think by now you can understand what's going on and not going on with me. Do you have any PR tips or advice on how to prepare myself and my efforts for 2011?

― Ms. New Year, New Plan

Ms. New Year,

I don't just have some tips, I have a DO list. Here are ten way to strengthen your 2011 PR plan.

10. Strategy. Your first New Year's resolution has to be making a plan that will simplify your life. Map out solid directions. Running in a zigzag serpentine pattern is the right plan when you're being chased by car but it sucks as a PR strategy.

First, evaluate your materials, contacts, and outreach. Your materials are everything that you can use for publicity purposes and include your website, press kit, social media, photos, business cards, etc. Your contacts are ALL of your contacts including your mama, Aunt Gina, and that business contact that you never followed up with.

Your outreach is how you determine how you're using materials and interacting with your contacts.  Make a "Strong" column and a "Weak" column. Start placing each of your materials and each of your contacts in the appropriate column. Keep the strong things strong. If weak point can be strengthened, give it the reinforcement it needs.

9. Out With the Old. I bet you have a ton of old email that you haven't even looked at sideways. Go through it. See what you've been missing. If you accidentally left correspondence unanswered, respond please. Open those old newsletters that you've gotten from friends and acquaintances. Read them! You may be surprised what you find: chances to collaborate, a new magazine that you would love to pitch, even a company you should get contact.

8. In With the New. Get more inter-connected to your new contacts. Find them on the social media that you use and make sure they know how to find you. This is also a great time to check out new technologies that can make communicating easier. If you're overwhelmed by Twitter and Facebook being separate on your cellphone, try Tweetdeck. If you need more from your Twitter lists, try Formulists. See if you can use Gist can help you streamline your contacts social media and news.

7. Jazz It Up. If your materials look old and busted, give them new hotness. Take new photos and update your press kit. Add sizzle to your bio. Change your Twitter background. Redo your blog design. Try a new newsletter format.

6. Reconnect. Should old acquaintances be forgot? Hell no! You better get back in touch with folk! The holidays and New Year are great beards for reconnection when you went MIA (or they did). Reach out with well wishes through greeting cards, personalized emails, phone calls, texts or, even a handwritten letter. We don't see too much of that lately and it adds a special touch to rekindling a valued relationship. Please don't blab incessantly about yourself. Find out what their news, too.

5. Make Your List & Check It Twice. Create your media lists and go all out. Generate databases for magazine, TV, online, and radio contacts. Include bloggers that suit your story needs. Now you can start building the relationships.

4. Categorize. Outreach goes in more than one direction. It’s not just about how you're reaching out to them people. To dig deeper, look at what they do with the information you give them and how much information they give you. What is valuable varies from person to person, so use your own measurements and figure out your MVP's and VIP's. Notice who always retweets you or comments on your Facebook status, reads your newsletter, and gives you referrals. These are the people that like you.

3. Give Gifts. 'Tis the giving season. Embrace it. Don’t be silent because you don’t have self-centric news to thrust at people. Stop worrying about what you're going to broadcast and start thinking about how you can benefit people. Do something special and unexpected for your MVP's. If you don't have news but you have $10, ask your valued people to send you their Amazon wishlists so that you can surprise one of them. Your gift doesn't have to cost money, though. Blast out interesting info that you stumble upon that will benefit your mailing list.

2. Make Some Consistent Noise. Vow to be consistent with your outreach for 2011. If you blog every two weeks, keep it up and avoid those four month stretches of silence. Consistency births trust. 

1. Check Your Calendar. Since we're thinking ahead, really think ahead. Put key dates into your PR plan. For example, there's a month for almost everything. If you’re passionate about heart disease, a Google search will reveal that February is Heart Awareness Month. The American Heart Association is all over it. Seek events that you can participate in for the month, connect to the right companies and individuals, and incorporate this date into your PR plan. 

Remember, the PR plan can’t implement itself. It means nothing unless you do it.

Keep rising!

Joy

Can't remember all of this? Download this Do! list for free via Scribd here!

 

Mr. List Builder

Ms. Joy,

For the past four years I’ve been promoting my private fitness services in the Boston metro-area. I offer clients mobile services as well as access to my private studio. My team has gathered a mailing list of over 8,000 friends, family, and associates but, we’re not successfully growing our Facebook fan page.

We currently have 100 fans. Out of these 100 fans, we’re lucky to have 4 or 5 actually comment or even email us. Come to think of it, our open rate for our mailings is only 40% and the newsletter has never actually resulted in sales for us or potential client inquiries.

I’m starting to suspect that we’re not engaging our list. Do you have any tips for growing our fans and engaging them?

―List Builder in Boston

Mr. List Builder,

Suspicions can be good and, in your case, it seems your instincts are spot on. It’s difficult to imagine how you can have a mailing list of 8,000+ but struggle to get over 100 fans on Facebook. This may be able to be resolved by asking yourself Who? and What?

Sheer numbers are not the most important thing when it comes to growing a mailing list. You can have a million people but if these people aren’t interactive, what is your list really doing for you? A mailing list of only 10 people who are all spending money, interacting, and promoting your brand for you are worth more than 1,000 silent folks who never even open your mailings.

First, take a real look at who comprises your list. It's time to channel your inner CIA-operative and gather valuable intel. Categorize how many are friends, how many are family, and how many are associates. Out of these people, figure out who would make good brand ambassadors and help spread the word about your business. Figure out what your list spends money on and what kind of money they spend on services like yours. If you don’t have any of this info and are clueless about answering these questions, that’s your first sign that you don’t know enough about your list.

After you figure out who is on your list, you then need to figure out what your people want. If they’re not interacting, it is probably because they don’t understand how interacting with you will benefit them. Incentive is a great way to engage. Most business people think a sale is the best way to entice but, you may need to start with a contest. A contest is something they can win without having to spend money and everyone wants free stuff.

Invite your list to fan you on Facebook and offer them a chance to win something they want if and when they become a fan. Facebook fan pages are set up under your business name but they really belong to the fans.

These methods can get you started. To keep growing that fan base, you’ll have to keep communicating with and learning about your people. Knowing them is the only way to know what they want.

Keep rising!

Joy

Ms. Real Deal

Ms. Joy,

This is so crazy I don’t know where to begin. I have some crazy person online pretending to be me. I’m a singer/songwriter/dj with a lot of famous friends. I travel and gig internationally. I do photo shoots for magazines and TV interviews where I can. I’m working extremely hard for everything I’m accomplishing.

Like everyone else on the planet, I use Facebook and Twitter, but I have both pages protected. I didn’t want everyone to have access to me. I really just want both sites to be for my friends, family, and close supporters.

About 3 weeks ago, someone got a Facebook page under my name, well, sort of. They spelled my first name wrong but the profile picture they’re using is from my bio on my website. They’re sending Facebook friend requests and emails to my celebrity friends, claiming to be me and saying that I lost their cell number. Now this person is on Twitter, too!

I don’t know what they want. Is this an attempt to destroy my reputation? Are they trying to cipher off my career? I’ve heard about this sort of thing before and people stealing other people’s identities to get gigs overseas. How can I protect my name and my work from this craziness?

― The Real Deal

Ms. Real Deal,

Identity theft and cyber-impersonation really gets me riled up. In the south, we describe this level of anger as being .38 hot! The problem is neither legislature nor the law have caught up with this type of foolishness. Once you put something online, you lose a lot of control about what people do with that material. Photos, music, content, and everything else you can imagine is constantly stolen online. There are some steps you can take to protect your reputation, but control will always be an issue. A method you can implement is what I call the Triple A technique: Assess, Acquire, and Assert.

First, you need to examine the situation and figure out how insidious the impersonation is. Do a Google and Bing search and see if your name is popping up in weird places or attached to events you know nothing about. See if the liar has a website under your name or is strictly on social media. If they got a website, you could try to acquire their true contact information through it. If they are only on social media, you’ll have to alert the proper contacts at those sites about their false representation.

Once you’re done assessing the problem, you can start to acquire what you need to regain as much control as you can. One thing you might want to get is an attorney (another “A” word) but, meanwhile, you can start to acquire variations on your name or brands. Go to namechk.com, a free online resource that lets you get what usernames are available on all social media sites from stumbleupon to youtube. Get the various versions of your username that are still available so no one can easily name-jack you.

Since your predator has already gotten a fake and misspelled username on Twitter and Facebook, see if you can acquire the Google Adwords for that misspelled name. Google Adwords let you pay per click. You can have the Adwords come up every time someone searches that misspelled name and have the ad direct them to you instead. All of this acquisition- the usernames and adwords- can be done within an hour.

Lastly, you need to assert that you are the real deal and that the other person is a perpetrator. I advise you to acquire before you assert because you never want to forewarn an impostor that you’re coming for them. Those were the scenes that I always hated in Lifetime movies. Don’t show your hand before you assert.

Once you assert, go full steam ahead! Have your attorney send cease and desist letters to the culprit and contact the appropriate social media executives. Alert your friends and supporters through private communication such as email or by phone that an impostor is on the loose. Tell them exactly what usernames your impersonator is using so that they know not to communicate with the liar.

If the impostor has fraudulently attached you to events or placed your name in weird associations, contact the appropriate people concerned and clarify the situation.

You may never gain total control again, but these steps will help you diffuse some of the lies.

Keep rising!

Joy

Ms. Lost Angeleno

Hi Ms. Joy,

I have been acting for over 10 years in New Zealand and Australia. I’m really well known back home in New Zealand although I haven’t done any work there recently. I moved to LA ten months ago and haven’t been working much here, either.

I’m very experienced and smart but I don’t know the right people just yet. I’m slowly getting there. I need to get in front of top Casting Directors and Agents. I have US theatrical representation but I need better agents. I don’t have a Manager here so I don’t really have anyone making introductions for me in LA.

I’ve been handling my own publicity and put together a website, I listed myself on nowcasting.com and lacasting.com. I also have a Twitter and Facebook page. Nothing’s really happening from any of those sites, though.

There are lots of reasons for me to stay in the US career-wise. But me not working back in New Zealand and staying in front of the people who know me is killing my career. I feel like I’m drowning. I don’t know what to do to get things going here and keep things fired up back home. I don’t know how to meet the right people. I’m not sure how to get myself out there. What should I do?

- Lost Angeleno from New Zealand

Ms. Lost Angeleno,

It’s gutsy as hell to literally jump across the world for your career. Yet, that gumption means nothing without a plan of action. Your letter listed desires but, no game plan. You can dream about a better agent and want to meet top casting agents but there is no magic formula that forces the world to fulfill your wants.

So, you need to have backup strategies if your desires don’t materialize as is. PR is a great way to elevate and expand your connections and thereby your possibilities. Your PR plan should encompass networking in the states, staying connected to your New Zealand contacts and fans, and leveraging what you’ve already done.

The first thing that most actors stress out about is getting representation. Still, you may never get an agent or manager- at least, not the ones you want. Worst case scenario is that you never find someone to introduce you to casting directors. Perhaps you should shift your focus to networking with producers and directors. 9 times out of 10, they’re the ones making the final casting decisions anyway. Plus, they’re rarely pummeled by tons of emails from actors begging for work, unlike casting directors.

If you have acquired NZ-based contacts and a fan base, don’t lose those people due to silence. Communicate and stay connected. Create a newsletter. Find countrymen on Facebook or Twitter that have common interests and network with them directly. Reach out to other New Zealander actors who are now based in the states.

Social media isn’t just a way for you to keep talking to people you already know. It’s also an amazing way to be gregarious and establish new connections with strangers.

Since you acquired career momentum back in NZ, keep using it. Connect with the New Zealand consulate and New Zealand film groups with offices in LA. Reach out to New Zealand press outlets that have covered you in the past and pitch them a story about your move to the states. Involve yourself in New Zealand charity efforts and be one of their US-based ambassadors.

There are things that are in your immediate power to change and things that are out of your control. Take control of what you can, mainly, your personal game plan. Strategize, nurture the connections you already have, expand your network, and leverage your value.

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.

Ask A Reporter: Gina Roberts-Grey

Gina Roberts-Grey knows a good story when she sees one. She's contributed health, lifestyle, parenting and nutrition articles as well as celebrity profiles to over 200 magazines. These publications include GLAMOUR, ESSENCE, WOMAN'S DAY, SELF, and PREGNANCY, but that's only the tip of the iceberg.

Her work has been widely translated and Gina currently serves as co-chair for the American Society of Authors and Journalists' (ASJA) 39th annual writer's conference to be held in Spring 2010.

Gina took a few minutes to share her thoughts on fame, media exposure, and what makes a profile compelling:

When profiling a celebrity or celebrity expert, what are some of the attributes that make the individual fascinating and compelling (other than fame itself)?

GRG: There are a number of factors, that are usually based on what the outlet (I'm writing for) wants or needs. In many cases, it's not necessarily "new" news. It may be a life-long cause, a medical condition, etc. In other cases it's what projects they're working on, or have lined up. In the latter, interest is usually tied to doing something new.

Celebrities live very public lives yet it's impossible for the public to know everything about them. Have you found that the famous people you've profiled were fully aware of their own public perception?

GRG: Yes, in fact, the celebrities I've interviewed take that very seriously. They're advocates for health issues, the environment, etc. and they're using their voice to get very important messages out to as many as possible.

Does the current state and abilities of media (and social media) make it easier or harder to rectify a negative image? Does it make it easier or harder to cultivate and maintain a positive image?

GRG: I think it depends on the audience. If the target "image shaping" audience is using social media, I think it may be easier. But I don't think social media is the "end all be all". A lot of fans and those curious about celebs get their information and shape their opinions based on the print and TV media.

How has the public's fascination with famous people changed over the years? Is public demand becoming more voracious?

GRG: I think the public looks to celebrities for hints of "normalcy". They want to relate to the people the see on TV, read about, etc. And are fascinated with celebs to learn if a celeb is getting divorced, having a baby or has a rowdy teen, just like "everyone else".

What are some things from the subject's team you find frustrating or counterproductive when trying to complete a story (such as unresponsive, details that are difficult to fact check, and so on)?

GRG: The red tape to schedule an interview. I've found that once you can get access to a person, they're very graceful, charming and forthright with information. However, it can be tricky to navigate the handlers, agents, etc. surrounding the person. But, I've yet to encounter a celebrity who wasn't terrific to speak with.

Visit Gina Roberts-Grey online at GinaRoberts-Grey.com

We Have a Winner

The Personal PR Plan Contest that I announced on Savvy Job Seeker has ended and we have a winner. The announcement is coming soon!

Meanwhile, I'd like to thank Roxanne Ravenel of The Savvy Job Seeker radio show and Employ Me Today for helping to spread the word.

Giveaway!

On October 21, 2009 I announced a big, big giveaway while being interviewed by Roxanne Ravenel on the SavvyJobSeeker radio show.

Roxanne and I discussed how to boost your career with a powerful personal brand strategy. If you missed the interview, it's not too late. Listen to the archived show to find out how you can enter to win a free 3-month Personal PR Plan valued at $9,000.00!

Hurry! Offer ends at Midnight EST October 31, 2009. One (1) Winner will be announced and notified by November 2, 2009.

BOOST YOUR CAREER (& JOB SEARCH) WITH A POWERFUL PERSONAL BRAND
10/21/2009 TheSavvyJobSeeker on Blog Talk Radio

Source: www.BlogTalkRadio.com
Learn how to use the power of PR and personal branding to boost your career and catapult your job search. This week's guest expert is Joy Donnell CEO of 720 PR, a boutique PR and branding firm. Joy will discuss how to define your personal brand, pitch yourself, and distinguish yourself from other job seekers or career professionals ...

3 Questions: Benu Mabhena's Global Movenment

Benu Mabhena made her big screen debut in Warner Bros.’ BLOOD DIAMOND. The African beauty spent months performing opposite Oscar-nominees Djimon Hounsou and Leonardo DiCaprio and Oscar-winner Jennifer Connolly. For the role of Jassie Vandy (Hounsou’s character’s wife), Benu had to embody the fear of a woman on the run with her children, terrified that someone would kill them or kidnap her son and force him to be a child soldier.

What virtually no one knew was that Benu brought a personal story to her moving character. When Benu was a child, a change in Zimbabwe’s political climate forced her family to flee and remain uprooted for years while staying where they could with family and allies in South Africa.

Though now residing in the states, Africa is still near and dear to Benu. She recently recorded “Wake Up- It’s Africa Calling” with Mopreme Shakur, brother of legendary Tupac Shakur, and world artist Youssou N Dour. The song is raising money for malaria treatment and education.

Benu paused for a moment to answer our 3 questions about international fame, publicity, and American film productions:

GP: As an American who was born in the UK and partially raised in South Africa, how does public perception of you change from country to country and how do you keep your message clear internationally?

Benu: I was fairly young when I lived in Africa and when I was in the UK. I really wasn’t in the public eye until I was here in the US. I think people are really surprised when they hear me talk– I pretty much have an American accent, so they have this questionable, puzzled look on their faces. LOL. Most people back home and my family didn't have a clue of what I wanted to do with my life. If I wasn't becoming a doctor, Nurse, or anything in business, I was just out of my mind and I needed to get focused. My message is that you can follow your dreams and your dreams can eventually support you. That message is easy to keep clear no matter where I go.

GP: Did you find it difficult to share your personal story with the press while promoting BLOOD DIAMOND?

Benu: I did find it difficult... because my family and I have always been very private and I know that our life story is a very unusual one and who knows what telling it might bring. I wasn't quite ready to talk about it.

GP: What did red carpet events teach you about promoting yourself and your film?

Benu: First of all, I think when you step on the red carpet you’re never as prepared as you think. If you think you’re prepared, prepare for the “unpreparable.” That’s not a word, but you get my point! When I got started in the business I was very shy and I couldn't talk to people. Now, I can and sometimes I feel like a different person when I'm in public. I’m able to talk to fans and network with professionals... it's kinda cool. I find that it's really an amazing tool that we have red carpet events to introduce projects to the media and make these projects (and ourselves) accessible for the public.

*Originally published in the July/August 2009 issue of 720 PR's GOINGPUBLIC [ Read ]

In the Spotlight But Not Shining?

I recently got an email from a woman who got anointed "spokesperson" by her company and is utterly miserable. Secretly, she had always dreamed of a gig like "spokeswoman" or even "spokesmodel," but the reality has left her feeling boring, robotic, and dull. She's vibrant off camera and away from the crowd... there's some sort of disconnect.

Even though you're brilliant off camera, you may find yourself shell-shocked in front of the media or during an event. The culprit can simply be personal fear and self-consciousness. It's been my experience that fear is alleviated through preparation. Training yourself on the speaking points until they become second nature is crucial if you want them to flow and not seem robotic.

It's also helpful to concentrate on the aspects of the business that fascinate you and ignite your passion. For instance, if you're particularly passionate about the staff and have personal stories about certain workers, try to incorporate these stories into your speaking points. The media and onlookers will respond to your sincerity.

Another possibility is incorporating your outside interests into the campaign wherever you can. If you love golf, involve yourself in a golf fundraiser and then use the press from that activity to further your message and your image.

Being your authentic self during your public appearances will help the experience seem less alien and stressful while helping you be genuine and interesting.

The TIP Sheet: Bad Press Shouldn't Get Worse

Whether you're a small business owner, a rising actor, or a city councilperson, the thought of bad press can completely freak a person out. When individuals feel threatened by bad press, they want to defend themselves, even when they haven’t been accused of actual wrongdoing. Over-reacting and being overly defensive are the worst moves to make and prove an absence of control.

The closed mouth catches no feet. So when a media crisis happens, be as non-reactive as possible. Breathe, focus, assess, and take real control.

Ask three questions:
1. Has my reputation or career been misrepresented by a biased article?
2. Will this press threaten my business success and consumer base?
3. Is reaction, like an interview or public statement, truly necessary?

If the spotlight isn’t actually focused on you, keep it off. Don’t solicit interviews or issue a press release. Instead, prepare short concise responses to serve as statements to the media as needed. Share these responses with your employees (and I mean all your employees), family members, representatives and anyone else who could approached for a statement so that everyone knows what should and shouldn’t be said.

Respond to direct media inquiries as quickly and personally as possible. Keep the answers contained and don’t get too conversational or chatty. Maintain a cool head and strive to not let the situation go from bad to worse.

A Twitter Story

Since stumbling upon SingleStartups.com on HARO a while ago, I've been hooked. This cool site features interviews with business people who are single and doing their thing. Of course, married people experience their own challenges when starting a business, but few address the unique issues that come from being single with no interpersonal support base when you go off to fight the good fight.

Last week, the site's editor (Twitter handle @singlestartups) and I began following one other on Twitter. Yet, when Laura (the editor) direct messaged me on Twitter last Friday, it was an awesome surprise. She wanted to know if I was free to talk, and our phone chat turned into an interview. I love putting the "social" in social media:

Joy Donnell « Cool. Single. CEO.

Source: singlestartups.com

If you see this face aimlessly wandering through Southern California, you know Joy Donnell is having a good day. The East Coast transplant and Beverly Hills based PR professional who spends most of her week working to keep her corporate clients happy, describes just that as her ideal day.

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.

TIP Sheet: Business of Being Neighborly

Whether times are tough or smooth, it's always a smart strategy to take full advantage of your pluses, and location can be one of them.

Hit the pavement and start shaking hands with your neighbors. Introduce yourself, your business, and ask questions about services people may need that you can accommodate.

For example, if you have a restaurant that needs more foot-traffic, reach out to the businesses around you. Devise a cash-friendly happy hour and invite neighbors to it. Pass out samples of food and hand out business cards or coupons. There’s a lot of business to be had in being neighborly.

Remember...

Location. Location. Location!

Big Strategy. Small World.

Ideally, the best crisis management employs a plan that was put in place before the crisis presented itself. With certain, predictable situations, it’s easy to imagine all the things that can go wrong. But, when it comes to taking a brand or person overseas, it’s more difficult to foresee exactly what can and will go awry.

In 2007, Richard Gere was supporting an AIDS awareness campaign in Delhi alongside Bollywood beauty Shilpa Shetty. Gere jokingly hugged Shetty and kissed her cheek. The result was effigies of the two burned in streets and arrest warrants issued for both of them by a court in Jaipur.

Apparently, what they did was illegal! They violated India’s public obscenity laws. Gere issued a sincere apology and eventually the situation calmed itself.

Every city and every country has its own psychology, philosophies, and laws. This means you can’t relate to the public in Korea with the same strategies you use to relate to New York. You can easily offend and enrage, and in Gere’s place, break laws and cause an international incident. There’s no way to know all the moves that will offend, even when hiring a consultant. Just have an outlined plan in place, react quickly and intelligently when the unimaginable happens, and sincerely apologize where you can.

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.

The TIP Sheet: Being Pitch Perfect

Anyone who’s ever received a letter or email addressed to “Dear valued customer,” or “Dear Sir/Madame” knows how uninspiring and deflating the experience is. If you can’t address a person individually, why do it at all?

Pitches are no exception. Tailoring pitch letters is fundamentally important for connecting to the media outlet being targeted. An editor at Glamour probably seeks completely different story content than an editor at BBC, so never address them the same or give them a generic pitch.

Know the media outlet being pitched, get as specific as possible with the details of your story ideas, explain why their audience will be interested in what you’re promoting, and get that particular editor excited!

Remember, everyone likes feeling special.

From the July/Aug 2009 issue of GOINGPUBLIC, a 720 PR newsletter

3 Questions: Shedrack Anderson Is Future-Perfect

Shedrack Anderson III has shown incredible range with roles that include NBC's "The Unauthorized Story of Diff'rent Strokes" for which he played the infamous Todd Bridges, the coming-of-age college stepshow drama "Stompin" opposite Sinbad and Vanessa Bell Calloway, Lion's Gate horror "Drive Thru," the monstrous bear thriller "Grizzly Park," and his feature film directorial debut with the horror "Blood River."

With a career that covers both television and film, Anderson has appeared in the hit teen series "Just Deal" as the lovable Jermaine Green and starred as Tommy in Lifetime's "Gracie's Choice" alongside Kristen Bell, Diane Ladd and Anne Heche. He’s also recognized as Rudy in 20th Century Fox's "FAT ALBERT" as well as guest star appearances on the television series "Boston Public," "The Parkers," "The Division," and Disney's hit show "Phil of the Future."

He sat down with us to discuss PR, the future of movie-making, and what every 21st Century Indie Filmmaker needs to know:

GP: You've had great success starring on TV shows and in feature films. Now you're making your own films. What are the differences in promoting your film versus your individual self?

SA: The biggest difference is Distribution. When you are promoting yourself as an actor, you take meetings, auditions, do interviews and photo opps with the notion that you are selling a product that requires someone else to see you and hire you for the use of your skills. That company then makes a product for sale and you are paid a fee and a percentage for your likeness or the character you portray. When you make your own movies, you create a product that, through promotion and distribution, people can buy directly. It’s one less
link in the chain to connect on a business level.

GP: What has media taught you about connecting to your audience and fans?

SA: Media shows that people get bored much faster than they used to. We’re moving in a direction that’s going to revolutionize the way humans occupy their time. I think different media will be used for different things. Short cell phone movies will be 5 or 6 minutes while direct download 3D movies will saturate America. When you make a connection with an audience, it has to have a similar thread in order to create a bond with the fans so they keep downloading more. Over the years, as I’ve become an adult and my fans have aged with me, I’ve learned to stay open to all possibilities. Media and style are constantly changing from day to day. I’m working on video game platform movies where you chose the fates. I think the key is to say less and see more... then make it happen.

GP: What is a fact about publicity that you think every actor transitioning into directing or producing should know?

SA: Publicity is an essential part of the movie making process. In order to have a successful career, whether it be directing, acting or producing, you have to have a strategic plan in order to achieve your ultimate goal... getting the masses to respond. You can have the greatest film in your pocket or be the greatest actor, but what use is it if you are the only one who knows? Publicity helps you create a buzz, and only then can you make a potential profit.

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.