EP31: Vito Glazers: The Power of PR

My guest today is my good friend and inspiration, Vito Glazer. Vito is a PR News/Media and Newsjacking expert. He's the guy people turn toward to help them keep their reputations in great shape and in this episode, he shares many valuable secrets for managing your own reputation both on and offline.

We discuss: 

1. Reputation Management – Like mentioned above, be the first to tell your story. Your legacy needs to be of your own crafting.
2. Leave Nothing to Chance – Use PR as a tool to document ideas, titles, and quotes about your brand. Especially from others.
3. Technical Benefits – People want things they can share, something tangible. This can boost your SEO, social media assets and engagement, and more.
4. Perceived Authority – Having other companies and news outlets talking about your brand gives your company a boost in your credibility.
5. Traditional Pitching – Write your pitch and send it to as many people as you possibly can. Strength can be found in numbers. This method is going to take you some time and a great deal of effort, but it's a tried and true method for success.
6. Newsjacking – Find ways to capitalize on a recent and popular news story to get your brand out there. You're essentially riding the coattails of popular news coverage to emphasize the importance of your products.
7. Cause-Based Marketing – Align your brand with a cause that reflects your business' core values. Promote that cause. It is a safe way to capitalize on the media outreach associated with that cause.
8. Celebrity by Association – With the rise of influencers, the definition of “celebrity” is changing and focusing more into niche subjects. It is easy to find people who are popular celebrity-types in any niche and associate your brand with them, as opposed to those who are traditional celebrities, like movie stars. For instance, if you're a realtor, pitch an article that focuses on three well-known real estate personalities, with your name thrown in the mix.