As of a couple days ago, the description of “local” public relations and social media professional Ray Young no longer fits.
The president of Razor Sharp Public Relations put his Lincoln house on the market, and he and his wife and business partner Christine Young packed up their seven kids and began their move to Texas.
The Youngs will live in Leander and operate Razor Sharp PR from Austin, Ray Young said in an interview Friday evening before hitting the road on Saturday.
“My clients are spread out all over the country,” he said, adding that he has no clients in Sacramento. “I can do my business from anywhere.”
“It makes more sense to do it from a place where the economy is doing well … and where it’s a better place to do business,” Young said.
Young said he has many reasons for choosing Texas, but key considerations are the challenges of doing business in California and what he considers to be a more business-friendly climate in Texas.
- Find stakeholders worldwide. You can find anyone who has interest in your topics, no matter their location. In fact, many of the major social networks have a huge portion of their user base outside of the U.S.
- Share your content exponentially. Not only can you share blog posts – and traditional media like TV interviews – with your followers, but they can share it with theirs. And then those people can share it with their networks, and so on.
- Connect with online influencers. One very important aspect of social media is to connect with influencers who have a thousand, 50,000, 100,000 or more loyal followers or readers with whom you want to engage.
- Answer questions and provide better customer service. Social media allows you to respond to questions and solve customer problems directly.
- Listen to what your customers and competition are saying. You can see what is being said about you by your stakeholders and even what your competitors are saying.
- Connect with traditional print media reporters, and TV and radio producers. They have flocked to Twitter and now you can engage with them and get to know them, which helps with traditional media coverage for your company.
1) Know Your Material … If you do, you’ll be far less likely to be caught off guard with a question and more importantly, you will build credibility with the reporter and the audience.
2) Know Specifically What You Are Going to Say … Be prepared. Have three to five points you want to convey about your position, keeping them clear and concise, especially if it’s a television interview.
3) Anticipate Objections … If you know you’re going to make waves with a call, be prepared to defend your position.
4) Stay on Message … If you don’t want to tread in a certain area, but you get a question about it, bring the discussion back to your key points. For example, you can say, “Well, we’re really advising investors to focus on the areas I’ve just outlined, A, B and C.”
5) Don’t Tell a Reporter Anything You Don’t Want to See in the Headline … Even if you are “Off-the-Record”, you’re still on it.
6) Be Available to the Media … Always respond promptly to reporters, even if you have nothing to say.
7) Make a Reporter’s Job Easier … Provide them with perspective, facts and help them do their job better and more efficiently. Keep in mind you probably know more about the topic than they do and may be able to direct the focus of the story.
8) Remember that the Media Doesn’t Have Your Best Interest at Heart … They want stories that get the attention of their audience and unfortunately, they may take your comments out of context if it serves their purposes, especially if you’re ambiguous. That’s why you must be clear about your position.
So how do you react when part of a set falls on you during a live national television interview?
Glenn Hubbard, economist and dean of Columbia’s Graduate School of Business can offer a few tips since it happened to him on CNBC:
- Keep your composure
- Finish your thought
- Make a funny self-deprecating quip about the situation