In last week’s post, I talked about how technology is creating an “always on” social media world. Like it or not, these days, if you’re in public (i.e., out of the safety of your own house and/or in the presence of a another person with a camera or camera phone), you’d better be comfortable with anything you do being captured and possibly even posted online.

For this week’s post, I thought I’d provide some tips from the PR industry to help you feel better prepared for those impromptu publicity events.

1. Stay (at least somewhat) presentable. Make sure that you’re at least presentable most of the time. My solution is to keep my closet up-to-date so that I feel “put together” enough, no matter what I might wear on a given day.
2. Get comfortable with public speaking. Fear of public speaking is often reported as the #1 fear of most people, so it’s no wonder we’re a little resistant to having video of ourselves broadcasted to the world. A public speaking or improv class can help alleviate anxiety and instill confidence for those times when you’re placed on the makeshift stage of the World Wide Web.
3. Spruce up on interpersonal communication skills. Learning to manage facial expressions and body language and to maintain eye contact can greatly improve how you feel, as well as your effectiveness, when communicating with others.
4. Control your energy and attitude. Sometimes we leave the wrong impression with people, even our loved ones, simply because we aren’t in the best of moods or because we’re not quite feeling up to par. Doing things to better manage how we feel overall can improve how we handle stressful situations.
5. Mind your manners. I often wonder about celebrities who are dismissed as rude, thinking, “Did they just have a bad day and get caught on camera at an inopportune moment?” Bad habits, poor manners and language, and being less than courteous can be a big turnoff for prospective clients and business associates, so it never hurts to err on the side of caution in this department.
6. Try not to appear defensive or guarded. If you come across on video like you’re fighting off paparazzi, it can easily be taken out of context so that others think you have something to hide or have a bad attitude. As nerve-wracking as it can be to appear on camera, try your best to relax and be natural.
7. Get comfortable making smooth transitions. You can expect to be asked a question at some point that you either can’t or don’t want to answer. Learn to make smooth transitions to another topic so that you avoid sticky situations or avoid coming across as uninformed or elusive.
8. Watch what you say and do. As many celebrities can attest, one careless slip in judgement can quickly put you front and center of a debate or media firestorm. Even if you think you might not be that powerful or important to warrant that kind of attention, you could still get into hot water with friends or family, your clients, or your boss, so be careful not to do or say anything that might be insensitive or offensive to someone else.

While it was once the job of publicists to manage the images of high-profile individuals and companies, these days, with the ever-present social media and devices to share content like photos, audio, and video, it’s becoming increasingly necessary to take charge of our own publicity and image as it’s presented online. Fortunately, a little preparation goes a long way to keep you in the good graces of clients and business associates online.

What other tips do you have for preparing for social media close-ups?

Photo courtesy Flickr user Carnoodles

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Technology is rapidly changing, becoming more social and is quickly becoming an integrated part of our lives. With ever-evolving devices, social networks, and online video capabilities, we’re increasingly moving toward an “always on” existence.

Yet it’s almost as if a strange dichotomy exists: on one hand, we’re steadily moving in this new direction where Facebook and Twitter are a central part of our lives, but on the other, many of us are still slow to adopt video and video conferencing. While a great number of people are embracing constant connectivity, others seem to be too leery of the close-up.

The spy in your living room

An acquaintance of mine has a bad habit of recording people on his cell phone without their knowledge or consent. While casually hanging out with friends or family, it’s common to catch him capturing video of someone in the group and jokingly saying that he’s posting it to Facebook. It’s really annoying, but it also shows how when we could innocently be in the company of others without worrying that the things we say or do will end up broadcasted online are gone.

We advise teenagers and college students not to post lewd or indecent photos of themselves online, as they might come back to haunt them in future job searches and so on, but what about our own everyday conduct? Are we comfortable having that streamed live to the world 24/7?

In effect, life is becoming an all-access, behind-the-scenes pass where anyone with a cell phone and an Internet connection can follow us wherever we go, watching and recording everything we say and do.

Our resistance to the spotlight

Certainly, one could argue that this brave new world of social media, with no privacy and complete (perhaps to a fault) transparency, means greater truth and authenticity, but for most of us, I think there are certain times when we want to be able to let our guard down, and that doesn’t mean that we’re being dishonest or that we’re hiding our “real selves” — quite the contrary, during those times, we might feel the least like ourselves and don’t want that to be how we are ultimately perceived by those around us or by anyone online, especially those who generally see us in a more professional light.

Feeling as if we’re always in the spotlight also has the potential for leading us to a lack of intimacy and closeness with people in general, since relationships restricted to those created online often lack depth and meaning. For example, if we have sensitive conversations with close friends or family members, we might divulge details or thoughts to that person, as we’re in the process of developing our opinions around the subject. That doesn’t mean that those details are our opinions, but rather are helping us form our opinions, and the conversation itself is very much a part of that process. If we’re never allowed to have those types of conversations, how will that impact us developmentally and socially? At some point, there have to be boundaries to what gets broadcasted to the world and to what is considered for or against our reputations, online or off.

In short, we can’t be polished and professional at all times, nor can we ever be perfect — we’re human, and being human means bad days, bad moods, and even slumps sometimes. Yet the reality of our world today is that everything we say or do is displayed as if on an overhead projector, and we’re keenly aware of the fact that first impressions count, so how do we find the balance so that what we say or do today doesn’t come back to bite us tomorrow and so that we don’t become today’s version of Stepford wives, behaving just so, in order to avoid a bad rap?

How are you handling being “always on”?

Photo courtesy Flickr user Malias

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Waiting to be discovered, however, probably won’t get your business to the level of success you hope to achieve. You can’t wait for people to stumble on your site, thinking that that’s going to be enough to generate the leads required to sustain your revenue goals. You have to be proactive. Here’s how.

1. Find a way to quell the nerves. This starts with being willing. I’ve approached many business owners in recent months to ask them to be guests on my blog, podcast and radio show. Most of them emphatically accept, but occasionally, I do run into people who turn me down simply because they’re too nervous. In many of the cases, I convince them to start with an interview for the blog, and if they feel comfortable moving on to the podcast or radio show from there, great, but if not, at least they’ll get the traffic from the article. Inside tip: Start small. Inch your way into bigger and more visible media outlets.
2. Be prepared. Another concern I run into when asking business owners for interviews is that they worry they’ll look or sound silly. What questions will I ask of them? What bio or leading information will I use for the article, podcast or segment? What photo of them will I put on my site? These are just a few of the questions I’m asked from prospective guests. Mostly, their concerns stem from wanting to control the image that is presented of them and their companies. I reassure them by letting them know that I intend to portray them in the best light possible. Inside tip: Be prepared. Create a media page on your site that houses this kind of information (topics you’re prepared to discuss, sample questions you can answer, your bio and your photo). From my own experience, I can tell you that the job of a writer or interviewer is hard enough, and any bit of information like this that you can provide will not only be appreciated, but will also be used, so you can better control the direction of your media appearances.
3. Take the initiative. I’m finding this out for myself, so I know other media outlets, reporters, bloggers, podcasters and anyone else who generates any kind of content on a regular basis are always on the lookout for great stories and great sources. With a business to run on top of that, it’s especially helpful to have someone approach me with an idea or source for an article or segment, but I can tell you that it doesn’t happen nearly as often as I’d expect. What does that mean? Most small business owners don’t think about approaching bloggers and podcasters to pitch their stories (let alone radio shows, magazines, and larger media outlets). Inside tip: Go for it!  Pitch your story to that blogger or podcaster. If their content focuses on the audience that you target, then you have valuable information that could be shared. Make their lives easier. Send them a quick note to say, “Hey, I’d love to be on your [blog, podcast, show, etc.]. I’m an expert on [your topic of choice], and I think it would be a great topic for your [site/program].” It’s really that easy.
4. Get help. If you’re still worried about tackling media and publicity for your company. Find an expert to help you get started. These folks often have direct access to the media reps and can help you get your foot in the door. Nancy Juetten of Main Street Media Savvy is a personal favorite and has an arsenal of free and reasonably-priced resources to get you started in the media.

Be proactive. Take charge of your company’s publicity. Find ways to get in front of new and bigger audiences so that you begin to grow your own following. It doesn’t have to be so intimidating, and if youl inch your way into it, you’ll be a media favorite in no time!

How do you proactively market and promote your company?

Photo by Flickr user hiddedevries, licensed under CC BY 2.0.

For a blue-eyed girl in my homeroom class

Trying to find the courage to ask her out

Was like trying to get oil from a waterspout

What she would’ve said I can’t say

I never did ask and she moved away

But I learned something from my blue-eyed girl

Sink or swim you gotta give it a whirl.

- John Michael Montgomery, “Life’s a Dance”

I’m surprised sometimes by business owners who turn down opportunities for promotion. We can all feel intimidated by the thought of putting ourselves or our ideas out there, but whenever that happens to me, I stop and ask myself, “Are you serious about this?”

If there’s one thing I’m figuring out, especially lately, it’s that you have to be willing to make the approach. You have to be willing to ask for what you want. Ask the person to be a guest for your blog or podcast. Ask to be covered on another person’s site or radio show. Ask someone to join you for lunch or coffee. Just ask.

Maybe they’ll say yes. Maybe they’ll say no, but who cares? There are a million other people to ask.

It’s nerve-racking, spine-numbing and absolutely intimidating to get out there and tell the world about yourself and your business, but at some point, you have to ask yourself just how serious you are and how willing you are to let go of your fears and inhibitions and just do it.

The point is, you’re not going to get anywhere by staying holed up behind your computer screen tweaking, thinking, lurking or waiting. You have to take the initiative. Marketing, promotion and publicity – it’s all intimidating, and very few people are comfortable with it. That’s OK, though. If you admit that you’re nervous, people will be quick to support you and will actually see you as a real person who messes up and has feelings and is just like them, and that’s what you want — to make a connection with others.

What’s the best thing you ever accomplished by putting yourself out there?

Image from Flickr by geeknerd99

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I recently spoke with Nancy Juetten of Main Street Media Savvy about how to overcome the fear of publicity. The great thing about the tips that she offered is that many of them are things you might already be doing to some extent, which makes the whole idea of publicity a little less daunting. By becoming comfortable with these tactics, you’ll start inching your way into the limelight, and you’ll gain more attention for your business in the process.

Create a Compelling Bio

When someone takes the time to visit your web site, “About” page or social network profile, you have an opportunity to connect with that person and say something memorable that will help you stand out in his or her mind. By sharing what Nancy calls “succinct stories, stunning results, sassy soundbites and social information to help ideal clients connect,” you’ll attract more of the right kind of clients to your business.

Start and Maintain a Web Site, Blog and Newsletter.

While there are tons of new social media and networking opportunities online, it’s important not to neglect your hub, your primary home online, where you have control over the message you put out there. You want to shine the best light possible on your business, and consistently maintaining a high quality web site, blog and newsletter provides a sound foundation to establish you as the “go-to” expert in your field.

Contribute to Online Networks, Forums and Blogs.

With the base of your content covered by your web site and blog, you can branch out and find new prospects and connections online through a variety of social networking platforms, as well as other blogs that serve your ideal client or customer. Find ways to regularly contribute in meaningful ways, and you’ll start to capture the attention of people who are interested in what you have to offer.

Explore Audio and Video

Perhaps writing is not your forte. Maybe you prefer communicating vocally or visually, in which case, a regular podcast or videocast might be right for you. For search engine optimization purposes, it’s important to continue to write relevant content, but a podcast or videocast can help you connect with a broader market by appealing to those who prefer formats other than the written word.

Write e-Books and Special Reports

There’s no better way to position yourself as an expert than to offer a variety of helpful content on your site, and e-books, special reports and white papers are great resources to add to the mix. The best part is, you don’t have to reinvent the wheel and start from scratch. Once per quarter or even once per year, go through your blog and collect articles that relate to specific themes. Then put that collection of articles into e-book format. If you don’t have the time, consider hiring a virtual assistant to put it together for you.

Host Tele-seminars and Workshops

Everyone has something to teach and unique experiences to share. Why not use this as an opportunity to reach out to more customers and clients? By providing occasional workshops and tele-seminars, you can highlight your expertise and perhaps prompt prospects who have been sitting on the fence to take action. Connect with other professionals who provide services that complement your own, and you’ll benefit from shared marketing and promotion of the events.

Write for Others

Opportunities abound for writing content, whether it’s for the local media, business journals, or other blogs. Regularly post to free services like Blogger Linkup with the types of articles you can contribute, or subscribe to services like HARO (Help a Reporter Out) and watch for opportunities that apply to you or your business. You’ll soon find that you have more opportunities to write than you can handle. By contributing to other blogs that focus on the same audience, you can grow your own readership and potentially find new customers and clients.

Publicity doesn’t have to be a scary thing. In most cases, it involves doing things that you’ve already considered that don’t seem like publicity at all. Nancy suggests starting with five things you’re comfortable doing and then form a habit out of them. Once you establish well-formed habits with those tactics, consider adding a few more to the mix.

How do you consistently promote your business? What tactics have you found to be most successful?

Flickr image by codepo8

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I recently received my brand new Mac mini in the mail, and, as it always is when I get a package from Apple, it was a joyous occasion. For once, I didn’t have to find someplace to cram a huge box, since the packaging is size-appropriate for such a small desktop.

My afternoon the day it arrived was spent going through the extremely satisfying computer-lover’s ritual of setting up a new machine. I didn’t do an automatic set-up using one of my existing machines, because the mini was going to be used primarily as an HTPC, and as such I wanted it specially tailored for such a narrow focus. I wanted to devote as much of the 4 GB of RAM, 2.26GHz processor, and 120 GB HD to media playback as was possible, so I skipped a lot of my usual software installs and went with the basics.

Essential Software

The basics included the latest version of Perian, the all-in-one codec solution for Quicktime, and VLC for when that wasn’t enough; Firefox for browsing and YouTube viewing; LineIn, for audio pass-through from my TV to my speakers; and Rowmote Helper, for use with Rowmote for the iPhone, a great supplementary remote application for the Mac. I also installed Logitech Harmony remote software to go with the brand new Logitech Harmony 550 universal remote bought specifically to compliment the new mini. I’m still debating whether or not to also put Hotspot Shield on the machine so that I can watch Hulu outside of the U.S.

Media Storage

I decided to make my iTunes library resident on the Mac mini’s own internal HD, since I don’t like waiting for the drive to spin for music to start up. I also don’t like the extra time it takes to add music from another source, owing to the extra copy time to the USB-attached drive. My extensive video library, however (all backups of DVDs I own, honest) would be impossible to fit on the measly 120 GB HD, so that would have to stay on the external drive. I may yet invest in a drive with Firewire 800 connectivity to make this an even more practical solution and cut down on playback hiccups.

Connectivity and Calibration

For connection, I was forced to use the included Mini-DVI to DVI adapter, in combination with a DVI-D to HDMI cable. My audio goes out to speakers, so luckily no audio connection to the TV was required. I still think it’s pretty ridiculous that no HDMI out is included in a machine otherwise so perfectly suited to the HTPC role. As mentioned in my earlier post on why I was buying a Mac mini in the first place, I also run TOSLiNK to mini-TOSLiNK cable from my TV to the mini’s mic/input port. I still have four empty USB slots since I use Bluetooth-connected control devices.

It took some fiddling with the display settings, but now I’m more than satisfied with the playback of both standard and high definition video files via the Mac mini. Blacks are still not as crisp or clear as I would like them to be, but that’s probably more of a problem with my somewhat older Samsung 32-inch LCD flatscreen than with the computer.

Playback

Video playback, both streaming and downloaded, offered no problems, and the GeForce 9400M has no problems with full 1080p video, although my TV technically only supports a max resolution of 1360×768, so 1080p is downscaled. Even gaming performance (I briefly installed Lego Star Wars: The Original Trilogy for testing purposes) seems to compare favorably with my iMac (20-inch, mid-2008 with 4GB of RAM and an ATI Radeon 2600 HD).

Verdict

I wouldn’t use it as my primary DVD player, because the mini’s drive produces a lot of noise when it spins, but my Xbox 360 or PS3 can easily fulfill that role. Other than that one minor complaint, and the lack of a true HDMI-out solution, I’m already very much attached to my new piece of Apple hardware. In fact, I’m not sure how I got by without it in the first place. I just hope my iMac doesn’t languish in neglect while I lavish attention on its new younger brother.

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