The Charlie Sheen Method of Getting Publicity

We have all heard him and seen him: Charlie Sheen in his raw state of angst and anger. The rants, the insults, and the personal derisions leveled against his employer, Chuck Lorre, creator of the hit show, Two and a Half Men. Though it would be better described as notoriety, Charlie Sheen's recent public outbursts and displays can give us a few lessons on publicity, but not the negative kind.

Lesson 1. Make outrageous statements. Soon after getting locked out of the Warner Bros. studio, Charlie contacted radio stations and began to vent. Those vents were personal and offensive toward his employer. Yet they were provocative enough that they made everyone want to hear what he said.

Publicists create outrageous "headlines", but they are meant to grab the audience - not to insult or abuse. The eye-popping headline wants to pull you in order to engage and interface with you. Not push you away.

Lesson 2. Go on a press junket. Though Charlie already has the name to garner any media outlet he wants, he put himself on every network & radio program that would have him. I could not turn on the TV or go online without hearing about current Charlie's problems.

Publicists reach out to the media with relevant stories and current trends. Perfecting your pitch to the media can get you placed, and with patient persistence, combined with a developed relationship, you can become an "inside" source for a reporter. At this point, a press junket may not be too far-fetched.

Lesson 3. Show your "raw" side. Charlie's "big" interview aired on ABC's 20/20 where he smoked a cigarette, admitted he was on drugs, called the "Charlie Sheen drug", and exposed obviously erratic behavior. This was Charlie no-holds-barred, as he told his side of the story.

Good publicity tells your story. It is not about your product, service, business, stats, etc., but about the woman behind the success. We all are eager to know about, and root for, the journey you took to get from ordinary 9-to-5er to the wildly successful venture you launched.

In the world of celebrity, even bad publicity is considered "good" for public image. This is not the case in business. Smart marketing and branding garners good publicity. So when in doubt about your publicity campaign, take a lesson from the Charlie Sheen Method - and do the opposite.

A Girl, My Shoes and a Mouse

Disney has recently started a campaign to capture kids that are still in the womb! Whether it is a genius marketing idea or just plain brainwashing, the giant media conglomerate knows how to reach its target audience.

I have to admit, the Mouse House sure knows how to market. Disney has its marketing techniques down to a science - its case studies could probably fill volumes. Its marketing gurus study their target consumers, figure out what those consumers want, and give them what they want. That is the most basic of marketing concepts.

Give the customer what he wants, and later he will think it's what he needs.

The other day, my girlfriend and her toddler daughter came for a visit. No sooner did they walk through the door that the little girl saw my fuzzy pink slippers, rip off her shoes, and put the fuzzies on! It was amusing, and it made me think, "She's only 2, but the girl that she is loves footwear!"

This little girl knows what she likes. And she went after it.  No cajoling or bribing required.

Consumers are still people who know what they want, want what they want, and (if truth be told) love the entire process of being courted in the marketplace. But they are bombarded on a daily basis with all kinds of marketing messages. From sun up to sun down, they are surrounded by billboards, bus signs, shop windows, posters, TV and radio commercials, pop-ups, and even the occasional banner-toting airplane. The consumer is grabbed, startled, and jolted into looking and, hopefully purchasing.

The more savvy marketer will, like Disney, study his subject. Figure out what that subject wants, and then delivers. No hard sell there. Pure marketing - at its best.

Back to my friend's 2-year-old. After a nice lunch and a quick jaunt at the neighborhood park, we came back to my apartment to relax. I had recently purchased a great pair of platform shoes that I wanted to show my girlfriend. Yes, you guessed it, the little girl saw my heels, stopped what she was doing, squealed with delight and proceeded to slip her tiny feet in my lady-size sandals.

Though this pint-size diva is only 2, she already knows a great pair of shoes when she sees them. Not that I think its wise to start a line of toddler stilettos, but the point is, know your target audience: what they want, what makes them squeal with excitement, and be the one to offer them your product or service. Plain and simple.

It's all about a girl and her shoes...

Stick to the Basics (sort of)

As a recent launcher, I am in the throes of learning from other uber bloggers and PR experts.  Whoever coined the phrase," the world is getting smaller" could not have imagined the trifecta of technology, communication and social media.  As I sift through what seems like tons of information on a daily basis, I wonder if there will ever be an over-saturation in media, marketing and PR.  Can I benefit from with the new modes of communication at this stage of the game?  How do I stand out from the crowd and get my message to my audience? 

It reminds me of my frustrations with algebra back in high school.  Whenever I came upon a formula or a problem that seemed impossible to solve, my teacher would tell me to start from the beginning, to remember the fundamentals.  This concept can be applied to media and public relations.  How do I reach my audience?  How can I get the media to perk up its ears?  How do I get the results I need for my client? 

Get back to the basics:
1) Goals
2) Audience
3) Plan
4) Execute

Perhaps these "basics" are not the basics for other entrepreneurs and social media pros, but they have helped me focus on my "to-do" list. 

Come back later as I explain in details these 4 "Basics". 

The Rules

#1 - Don't chase after clients.  Let them come to you - but do your due diligence.  Market, promote, publicize through press releases, media outreach, word of mouth.  But let it flow - no one wants the annoying door-to-door-like tactic, which makes potential customers and clients want to close the blinds and hide.  Give your pitch and follow up; give your pitch and follow up.  If they want you, they will  search you out. 
#2 - Develop a strong brand.  Make it a household name.  It doesn't mean sticking a bumper sticker with your logo on every available space in your community.  Your brand should be clever, easily rolls off the tongue, and makes people want to ask.  Make sure your brand connects you to who you are.  For example, if you're a prim and proper kind of gal, your potential client-base will not get it if your branding is all tattoo, street-taggers, gangsta - you get the drift.  Your brand needs to match you.  
#3 - Follow up no more than twice.  If they haven't called you back after your second call, move on!  I had a potential tell me profusely that she would call me for some P.R. work.  She even gave me a specific date.  I thought my phone was broken on the day she said she would call me.  I called back the next day and left a message.  No return call.  I got the message - she was not serious about hiring me, so I moved on.  If a client wants you, they will make sure to connect with you - no matter what. 
#4 - Stay connected with the people that matter.  Not with a heart of "what will you do for me?" but knowing that you have something to offer, and something to learn - ALWAYS!  I have a network of friends who range from musicians, stay-at-home moms with businesses, writers, and corporate dwellers.  They all offer something unique based on their backgrounds, and I don't hesitate to ask for advice and insight.  Variety is truly the spice of life, and a broad knowledge base demonstrates your keenness to learn and grow with your business.   
#5 - Have a heart of excellence.  If you aim toward being excellent, then the art of being detail-oriented, excellent follow-through, and care for your clients will be a natural outcome.  Before you know it, your reputation will precede you, and projects will come looking for you.