The Adams Group - Free Advice (a.k.a. Our Blog)

Not Finding Bigfoot.

Mon, 05 Mar 2012 20:29:09 -0800

I'm giving away a family secret now. My husband is a Bigfoot fan. Yes, that's right. He believes in Sasquatch. Ask him and he'll prattle on about a moment in the woods in rural Kentucky as a child. Big noises, Trees falling. Very dramatic. So you can imagine his delight when the Animal Planet put the series "Finding Bigfoot" on the air. My husband got his popcorn ready every Sunday night to finally see this elusive, Ninja-like creature that has alluded men for decades. But a funny thing happened. Each week he watched and each week they didn't find it. Again. And again. And again. Last night was the last straw for my husband as they announced the series' season finale. "If they don't find something next week," my husband exclaimed, "I'm writing Animal Planet and telling them to take the show off the air. This show is making me NOT believe."

I don't want to second guess Animal Planet or the BFRO folks (Bigfoot Field Research Organization), but I'm assuming this is not the reaction they were going for from viewers. I get the sense that they wanted the opposite effect. Surely they hoped that people on the fence or over the fence on the Sasquatch theory (i.e. hubby) would get involved with the BFRO, buy their stuff, Like their Facebook page, get the t-shirt, hat, yada, yada. But it seems, instead, they are making believers into non-believers. Bummer.

So what does any of this have to do with PR? Well, this is a good example of a bad PR move. Someone at the network didn't think this through. I mean, at some point, just make something up for Pity's Sake so these poor Sasquatch folk can keep thinking that giant ape-like men are alive and well. What we have here is a case of not having the end goal in mind. Every public relations campaign should start at the end. Everything in the middle should lead to the same end. Otherwise, your good intentions will lead your PR efforts down the wrong path-- to that place of eternal sweat where all good intentions lead. And apparently, there is no Bigfoot there either.

The Quiet PR Campaign

Thu, 10 Nov 2011 12:29:36 -0800

"If I was given eight hours to chop down a tree. I would spend seven hours sharpening my ax." - Abraham Lincoln

There are parts of a PR campaign that should remain silent. Those “quiet” moments of no TV cameras pointed at the client, no radio interviews on the calendar,and no articles in magazines can seem pointless to anxious clients who want to see fast results. But as Abe reminds us, preparation is often the most important part of the process. Those “silent” days and weeks at the beginning of a publicity campaign are when a PR consultant should be getting a client ready to face the media. It may involve everything from getting social media in place to having multi-media components produced to updating a website to working through interview preparations. Many clients want to hit the ground running – and they can – because they walk into a publicity campaign with all elements already in place. But most do not. And the preparation phase (or lack thereof) will make or break the entire campaign itself. You only get one chance to make that first impression. Make sure the ax is sharp.

Announcement to self-published writers from CBA:

Thu, 22 Sep 2011 05:44:54 -0800

The Christian Booksellers Association has issued the following statement:

Warning to Christian authors.

CBA has been informed that Christian authors are being contacted by an organization called PublishAmerica that’s soliciting for authors to submit their books to a sales/marketing catalog that they claim will be going to CBA. Please be aware that CBA has no knowledge of PublishAmerica; that PublishAmerica is not connected to Christian Store Week; and that CBA has no agreement of any kind with PublishAmerica, nor is CBA affiliated in any way, shape, or form with that organization.

View it on their official website here.

What Not to Do in Interviews. Take two.

Thu, 21 Jul 2011 11:51:16 -0800

Although I always stress to clients the importance of being prepared for interviews, having talking points in order and being consistent and concise when making specific comments, this is an example of taking all those tips to the extreme. This British politician's answer is polished and well said--the first time. But when he repeats the exact same answer the next two times, regardless of the question, the interview becomes -- as my teenage son would say -- fail.

What is your E.Q.?

Tue, 24 May 2011 13:47:29 -0800

Everyone knows how to measure their I.Q.. But have you considered your E.Q.? With social media becoming the communication tool of choice for people of all ages, your E.Q. (Empathy Quotient) needs to become a chief consideration. You may have a Facebook page with lots of fans, but are you communicating with them in a meaningful way or do you just constantly bombard them with links to your website store? If you are a Christian communicator, your E.Q. needs to be especially high. You should never take your fans or Twitter followers for granted. You need to learn to engage effectively with them on a meaningful level. Your "Page" is not the only one they have "Liked." But it could be one they truly love and trust. Learn to build your E.Q. and you will form relationships that will last for years.

Ministry & PR. Not Mutually-Exclusive.

Tue, 09 Nov 2010 09:58:52 -0800

Publicity stunts are nothing new. In fact, they are getting more and more prevalent in today's YouTube society. Many Christian artists feel hiring a publicist is actually at odds with the standards of someone in the ministry. But the truth is, even a shameless publicity stunt can lead to a ministry moment.

Take the Opera Company of Philadelphia and their "Random Acts of Culture" campaign. They took 650 singers disguised as shoppers to Macy's in Philadelphia. With the Wanamaker Organ to accompany them, they "spontaneously" burst into the Hallelujah Chorus. But this blatant PR stunt can't possibly lead to ministry, can it? Watch the video below and you decide. Can you tell the "official" singers from the shoppers by the end? I'm assuming the Opera Company's motive was not to create a spiritual moment, but it happened anyway. Ministry + PR = Great Commission.

Accentuating the Negative.

Fri, 05 Nov 2010 10:06:33 -0800

I love this. Tinucci's, a restaurant that catered a meal last week for the Minnesota Vikings, was made famous because of Randy Moss' "I wouldn't feed this to my dog" rant (expletives have been edited). Instead of absorbing the "negative" press, they have used it to draw customers. Tinucci's is offering free lunches today to the first 50 people who come to turn in their Moss jerseys. For everyone else, the lunch buffet will be marked down to $8.40, a takeoff on the receiver's No. 84 jersey, co-owner Gus Tinucci said Thursday (AP). The jerseys will then be donated to Boys and Girls Clubs. By taking the creative initiative of turning a potentially negative situation into a positive one, Tinucci's will no doubt reap the benefits of serving new customers and increasing the loyalty of old ones. With a little willingness to poke fun at themselves and have a sense of humor about the situation, Tinucci's received national press attention in addition to local coverage. And Randy Moss was released by the Vikings. I think it is obvious who won the PR battle.

Building your Platform.

Sat, 02 Oct 2010 19:37:06 -0800

There's a word floating around the publishing and recording industries of late--platform. What industry execs want to know before they sign a new artist or author is do they have a platform? Do they have a built-in audience? What most would-be artists and authors miss is the subtle but obvious question really being asked by the big companies -- can you sell your own CD or book without us? Think about the ludicrousness of that for a moment. Because if the answer is yes, then why do you need them?

Books and music will never be the same again thanks to iTunes and Kindles. Technology has over-taken both industries to the point that once-needed go-betweens (i.e. publishers, record labels) are scrambling to figure out their place in this new world of downloads and instantly-accessible libraries. William Young thought he needed a publisher and sent his manuscript, THE SHACK, to several of them. They all turned him away. Undaunted, he self-published his book anyway. At nearly four million copies sold, I'm fairly certain Mr. Young is glad he doesn't have a publisher.

Which brings us back to platform. Can you create your own? You betcha. What are your strengths? If you're a singer, can you also speak? If you're a writer, have you started a blog regarding your book's subject? Think outside the scope of the talents you have and explore ways you can create opportunities to touch people with your message. In our social network universe, the consumer is more accessible than ever and a platform is even more attainable. With a little ingenuity, some guidance from a quality public relations professional and some blood, sweat and tears, you can have a best-seller on Amazon and discover the benefits of owning 100% of your work and reaping 100% of the profit.

What Not to Do.

Mon, 30 Aug 2010 12:02:20 -0800

As a publicist, bad interviews can make me cringe. This one made me head for the corner in a fetal position. I am reluctant to even comment on this video because, well, even a non-PR pro can list the things wrong with this one. But let's play along anyway and use the opportunity to draw out some good pointers. Here are some standard, common-sense television interview tips:

NO-NO: Don't read while the host is speaking to you.
YES-YES: Be prepared.

NO-NO: Don't pitch a talent you clearly don't have if you've been invited to the show to talk about running for the office of mayor.
YES-YES: Stay on subject.

NO-NO: Don't insult the host after she has given you ample time to showcase your non-talent.
YES-YES: Be courteous.

NO-NO: Don't be pushy about a return invite ON camera. If you want to be a jerk, do it off camera.
YES-YES: Be grateful for the opportunity on and off camera.

NO-NO: Don't EVER use a hand held tape recorder to play background music tracks.
YES-YES: Be professional.

Any questions?

Be the Golden Arches

Fri, 20 Aug 2010 18:39:42 -0800

I have worked with high-profile clientele for most of my 20+ year career. The biggest mistake I see clients make when trying to promote themselves is they get too wrapped up in their current "project" (book, cd, etc.) to keep the whole picture in focus.

I don't know about you, but by the time my child was 3 years old, he could pick out a McDonald's along the street. And not because I ever took him there. I rarely did. But he had seen those Golden Arches many times before Barney, after The Magic School Bus, during TaleSpin -- those Golden Arches surrounded everything he saw on TV. He really had no idea WHY he wanted to go to McDonald's, he just knew he should. McDonald's sees the big picture.

But you say, "I'm an artist not a fast food restaurant." Right. But you ARE the Golden Arches. Your new CD, your new song, your new book -- they are your chicken nuggets, Big Mac, large fries.

If you only think about your career in terms of your latest work, then your career will be short. Artists, authors and speakers need to think about making a "brand" name for themselves. Yes, you want to have a menu of tasty items (cds, books, songs). But ultimately, your name -- your reputation -- your artistry should mean something. Listeners will hear your music once or twice, but fans will sign up for your Facebook and Twitter accounts. Readers might like your latest book, but fans will stand in line for your book signing. A really, really hungry person might stumble into a McDonald's one day because its convenient, but 3-year-old whines and cries until he steps inside those Golden Arches. Now, that's a fan for life. Develop that kind of a following, and you'll enjoy a long and prosperous career.