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public relations for everyday people:

THE WORKBOOK/JOURNALkaren kay taylor

public relations for everyday people: the workbook/journal4

public relations for everyday people:

THEWORKBOOK/JOURNAL

By Karen Kay Taylor

TaylorMade Media LLC

NYC

COPYRIGHT © 2004

Printed in Canada

Copyright © 2004 by Karen Kay Taylor

public relations for everyday people: THEWORKBOOK/JOURNAL by Karen Kay Taylor

Published by TaylorMade Books

ISBN: 0-9759106-0-4

Cover and book design: str8tdesign.com

public relations for everyday people: the workbook/journal 3

dedication:For my grandmother, aunt may, mother, aunt june, aunt shirley, sister and girlfriends…

you have instilled a burning desire in me to do so muchmore. Your faith, love and belief keep me

focused every blessed day. I thank you.



whyidecidedtowritethisbookEveryday we all utilize the power of the press without ever knowing it. Essentially we are all walk-

ing PRmachines.We talk about themovies thatwe saw and encourage our friends and families to see

them; talk about what someone was wearing in themusic video, the song, the book, the restaurant

and the list goes on and on.Without even thinking, we are using our power as consumers to promote

products.

How about if you used that power to promote yourself to get that job you wanted? Or, took a

chance towards entrepreneurship? This book is to help you value your importance and make you

realize that belief and confidence is themost important and under valued tool.

Having an idea and being popular is only a small part of success. You need to align yourself

strategically with the right people, network, and execute, execute, execute your goals. It’s really that sim-

ple. Believe in you and you can accomplish everything. Take your time and read theworkbook/journal,

underline, study and use the application to get your word out there.

I look forward to hearing from you. Feel free to contact me at [email protected].

Here’s to you!



message:This is a workbook/journal. It is what you put into it; utilize the journal to document your

thoughts. Empower yourself to use the workbook to get your juices following so you canmaximize

the tips to get what you need from it.

God Bless!


(Excerpt taken from the forthcoming book, The TaylorMade Media Approach)

whatispublicrelations?

According to Webster’s NewWorld Dictionary

public relations \ relations with the general public as through publicity (any information,

promotional material, etc.) which brings a person, place, product, or cause to the notice of the

public; those function of a corporation, organization, etc. concerned with attempting to create

favorable public opinion for itself.

KT’s definition is:

PR = STRATEGY + PASSION

One of the hardest working professions next to farming and irrigating crops the old fashioned

way. Public relations is closely associated to the 3 P’s in marketing —product, positioning and

pricing. Public Relations is a hodge podge of everything that you know with a no nonsense attitude,

tenacity, creativity, drive and being amild stalker to get what you want tomake your client happy.

In public relations you are essentially a sales person, however, the trick is to set your rules and

have everyone follow. There are tons of cars on the sales lot and you have to find a marketable

quality in all. You learn by trial and error. You always have to think outside the box and be willing

to have conviction. Most products fail because there is no set up, and most importantly, don’t

over-hype a product and force it on the consumer. You can’t simply put something into the

marketplace without any kind of history and expect it to succeed.

As it relates to public relations there are tons of products vying for the consumer’s heart and

dollars in themarket place. Some brands are new & improved, having already cornered themarket

and then a trillion brands are introduced to the market each year. Your assignment is to make a

lasting effect with an introductory brand, however, you have to believe in your product and find an

extraordinary selling point. Remember, less than 5% of the product introduced will be remem-

bered.


CASE STUDY: Jill Scott

UPON HEARING THE ALBUM, many friends and music critics thought the Jill Scott demo

sounded remarkably like Erykah Badu andmost importantly would notmake it. My challenge was

to educate the media to simply listen to the ENTIRE album with an open mind before making

comparisons. Upon listening to the body of art, they realized that this was an individual with

something special. TaylorMade Media was then retained by Hidden Beach Recordings a brand

new label to design and set up a campaign that would be impactful and ignite people to con-

verse and take notice. I came up with a campaign that was aptly titled, “Try” and sold it to the

Philadelphia Board of Education and Kodak. The campaign allowed Jill to develop a growing

relationship with the students; while giving back to her community; providing an artistic out-

let for the schools; and educating children about the business of music. That is public relations

at its best, you have the support of your fan base and local media affiliates. Word of mouth is

what made this project succeed.


doyouknowhowpowerfulyouare?

Do you know how powerful you are? Probably not. I am certain that you think that everyone but

you have it all together. You are just flying by the seat of your pant, ‘cause if you had it all together

you would have that job, career, apartment, car and lifestyle that you want?

Well, let me tell you that you probably have it together better than most. And, we put too

much faith in others and not ourselves.

At this moment, I want you to take a minute and take a deep breath, relax, think of your early

childhood thoughts of what you always wanted to do. Somewhere along the line the plans got

altered because you put you on the backburner. Isn’t that easier to do? There is always some-

thing/someone to deter you from your goals. It must stop now. Youmust really believe how pow-

erful you are. We all have the gift from God which leads us to our ultimate purpose. Don’t get

caught up in where you are in your life right now. Change occurs second to second.

I want you to meditate and say to yourself daily:

I am powerful

I am blessed

I have the power to realize and actualize my dreams.

I am powerful

Make that your mantra and say everyday, put on the refrigerator and screen

saver. People are successful because they visualize their glory and believe they

deserve more.

Don’t you?


definingyourpersonalmission

It is very important for you to define your personal mission if you are going to get themost out

of this book.

This exercise might sound tedious to you; however, in order to actualize your goal you must

have a plan. A plan is an outline in writing that you can refer to, offer inspiration, motivate and keep

you on track to become the all that you can be.

Write your personal mission in 75-100 words.



Everything has power.

Don’t become alarm if you can’t hear yours.

Quiet power is the most powerful.( )


positioningyourself foranopportunity

Wehave all been there, really wanting something so bad that you can smell, taste, drink and revel

in it.

Thebeauty of public relations is that it is universal. Regardless, ofwhere you live, your ethnicity, your

current status…we can all use it.We use pr to generate attention sowe can get that great job; be seen

in hip places; have perks; land the ultimate interview onOprah; achieve notoriety, or, get noticed on

your job so that you can secure a promotion. It all sounds so simple, however, how is this really done?

You have tried on your own and have gotten nothing but resistance. Ready tomake a change?

Here are a few steps to get noticed:

›› Make certain that you are always well briefed on current events; therefore, you can have a

conversationwith anyone in the company.

›› Be prepared. You must have that look about you. Dress appropriately depending on the

position that you are vying for. Your appearance should be neat and be prepared to be called in a

meeting if you supervisor is out sick, so you can be the representative.

›› Let your work speak for you. You should make certain that your deadlines are met on time,

always be prepared, and PLEASE be punctual. In the universe it is all about timing.

›› Let your voicebeheard that youare interested in theposition.Don’t rely onsomeone tobeyour

publicist; you are the best candidate to sell yourself. You know themost about you. *If you have to

play office politics, email everyone and leave apaper trail of emails to all so that you are at least given the

interview to and sell yourself the higher ups.

›› Stay out of gossip.

›› Don’t share your dreamswithpeople unless they are likemindedandpossess the sameenergy

as you. Everyone is out for themselves. Share your dreamswith family, close friendsandGod.You can

share the great newswith a co-worker once you get the job.

›› Be consistent.




toolsyouwillneedtogetstarted:

In the game of hype it is all about perception. You want to project that you have everything

under control to get to the next phase. Here are some of the tools that you will need:

›› Mentor – to guide and offer advice about career and balance

›› BIO

›› Database

›› Press release

›› Business Cards

›› Blackberry

›› Cell Phone

›› Email address – keep it professional

›› Website

›› Business Address – you can always rent a box from the Post Office or UPS

›› Voicemail

›› Business Folders

›› Fax Machine

›› Lap top

›› Printer – KINKOS will get expensive

›› Altoids

›› Credit Card

›› Daily Newspaper

›› Internet

›› Wardrobe (suitable for profession)

Is there a tool that is missing that wouldmake themost sense for you? Please list it and justify

why you need that item.



It is easier to be prepared than unprepared.

Find the time to make YOU count.( )


youmustnetwork!

Networking is the key. How effective you are in coming out of your shell and being your best

cheerleader will determine if you will win in this game. You must want success more than any-

one wants it for you. Networking as an art form seems very intimidating; however; just think of

it as you socializing with your friends, but on a much larger scale.

The following tips will help you break the ice:

›› Feel good about you. Smile.

›› Write a prepared statement (paragraph) about yourself that you will memorize

and edit as you see fit.

›› Practice in the mirror how you want to appear in front of people… your facial

expression and body language.

›› Business cards – Always have them handy to give out.

›› Make it your business to meet at least one (1) new person in the room.

›› If you attend with friends you must separate. Groups are intimidating.

›› Listen and observe before you engage in a conversation.

›› Always look for a common thread when talking with someone for the first time.

›› Make certain that you are sober and coherent.

›› Have fun, remember your objective.

Example of a prepared statement:

Hi, I am Karen Taylor. The founding partner of TaylorMade Media, a full service public relations,

marketing company that specializes in creating dynamic tailoredmedia campaigns in entertainment,

sports and community affairs. The company’s true talent is taking products from obscurity to notoriety.

Exercise:

Create your own prepared statement:


You are the talent. go forth and spread the

good news.( )


describeyourbestqualities

Describe your best qualities as if you were a telemarketer selling a product. Play up what you

think is special about you.




promotingyourbusiness/project:

Helpful tips on promoting your business and project.

Remember: everyone will garner different results depending on the passion, time and execution.

›› Send out a press release (4) weeks prior to the local papers.

›› Offer free VIP treatments to business editors, community editors, at respective

weekly, daily and monthly papers.

›› Enlist your family/friends to assist you. Find people with big mouths.

›› Promote the event by distributing fliers, posting fliers in the area and making signs.

›› Always use bright colors to attract attention.

›› Have promotional giveaways for everyone. Make it simple.

›› Invest in T-shirts, key chains and website.

›› Invite the local radio station to broadcast live from your event and offer giveaways

and VIP treatments.

›› Invite local/area celebrity to attend respective event. Make certain you have

something special to offer them as an incentive (tv crews/press).

›› Utilize the barter system. Partner with companies that can help you provide a service

and you can barter for what you need.

›› Hire good looking people to promote your event and wear your product i.e., T-shirts, etc...

›› Follow up with the press (2) weeks prior to event to secure your coverage.

›› Create a timeline and refer to it throughout.

What would be needed to promote your business or project?



commonlyusedPRwords

NOTE: A word is not just a word; it is a profession. These are my personal definitions.

Publicist- the personwho takes an unknownproduct (the embryo) anddevises a plan of attack to intro-

duce the product to themarketplace; consumers andmakes it newsworthy for the press.

Media Relations – the nucleus of publicity, mother of the art of public relations. Has numerous off-

spring; public relations, artist development, damage control and media strategist. The essential

function of dealing with the so -called ‘MEDIA.’

Media Mogul – a powerful, filthy rich individual who has branded he\she name and owns a media

empire. Ex: OrpahWinfrey, Rupert Murdoch.

Corporate Publicist – a maestro who is well adapted and connected to deal with the jargon and

strategical nuances of corporate communications. Example: Has power meetings with the staff at

theWall Street Journal.

Entertainment Publicist – deals with the genres of television, film, music and cable to name a few.

Usually more laid back and ultra creative. Deals with publications such as Rolling Stone, VIBE, TV

Guide, Extra! USA Today to name a few.

Label Publicist – Publicist that works for a respective label or company and is not hired by the artist

or management office.

Media Strategist- A publicist that understands the power of themedia, and uses it as an art form to

devise unique campaigns to suit a particular product\client.

Sports Communication- a publicist that liaisonwith the respective sports teams. Can either work for

the league (NBA, NFL, etc.) or work as an independent.

Damage Control- When a situation is way out of control and themedia has broken a negative story

before the publicist can spin a positive. Ex: Puff Daddy & gun charges.

Media Campaign: A plan that is used to sell and introduce the product to the consumers and the

media. Usually has several stages, tiers, and is updated as the product grows in themarket place.


Spin\Angle:How you position the product\story to the press and stretchy the truth.

Press Release: a structured body of words that is usually considered immediate and important

announcing an activity and event.

Prepared Statement: 1-2 paragraphs written or dictated by the artist about something tragic, last

minute, or great news. Ex: Announcing upcoming nuptials

Overexposure: Toomuch exposure in themarketplace – Ex: Beyonce, Jennifer Lopez

Tastemakers: The influential folks, who are “supposedly” cool, set the trend in fashion, music,

literature, etc..

Biography: A document that has all the pertinent information about the product. A bio is usually 1-

3 pages, informative, accurate, witty and factual.

Press Kit: Features the bio, publicity photos, the product being promoted, contact information and is

placed in a 2 pocket folder.

Media Alert: Take all the important information from the press release andmake a 1 page succinct

document announcing the event in awho, what, where, when, how, why format. This is used to remind

themedia of the event the week of.

Cold Call: Placing a phone call to someone that you do not know.

Editor: Top person at amagazine who has the power to say “yes” or “no” to your pitch.

TVBooker:Aperson that youhave to sweat, they have the power to put a celebrity/artist on television.

Figure Head: Person who has a high post job and no power.

DecisionMaker: Person with clout, power and influence.

Freelance journalist:An independent writer for various publications. Freelance journalist(s) are very

persistent and will work harder than the staff writers at amagazine or newspaper.

Line Item: The budget item, bottom line.

Press Junket: An all expense paid trip for journalist to check out the product first hand. In a perfect

world they will write about the product and publicize it in variousmedia outlets.



samplepressrelease:

18 May 2004

For Immediate Release:

Contact: Karen Taylor/516-285-4999

[email protected]

HIDDEN BEACH RECORDINGS JILL SCOTT RETURNS

WITH HER LATEST CD, BEAUTIFULLY HUMAN:

WORDS AND SOUNDS, Vol. 2

The Platinum-Plus Selling Soul Singer Unveils Her

New Body of Work on August 31

Fans have been waiting for it. The music industry has been anticipating it. And now three

times Grammy nominated neo-soul leading light Jill Scott is about to deliver yet another collec-

tion of luminous and poignant songs as her new CD, Beautifully Human,Words And Sounds Vol. 2,

is unveiled August 31 on Hidden Beach Records.

Scott, who after nonstop promotion of her 2001multi-platinum-selling debut CD,Who Is Jill

Scott? Words And Sounds, Vol. 1, took time off to exhale. Shemarried her soulmate and enjoyed life

as a newlywed. Scott, a former Broadway actress (Rent), also quenched her thespian thirst by

doing some acting and, of course, she carved out some downtime to write and create music. After

embarking on other creative outlets, Scott is ready and excited about expressing herself again

through song. While Scott got back into the mindset to craft enchanting music and more inspir-

ing lyrics, she appreciated all the positive vibes and patience her fans gave to her.

This alluring wordsmith has again created songs that are nurtured in the heart and sung with

love. In fact, the first single, “Golden,” talks about freedom and empowering oneself to live to the

fullest, to look at life as if it is golden. Scott will soon shot the music video for “Golden” in the

coming weeks. With a definitemessage to convey, for this CD Scott turned to some of the same pro-

ducers from, Who Is Jill Scott?—James Poyser, Andre Harris and Vidal Davis, Ivan and Carvin

(“Mama’s Boys”). Scott also sought a fresh approach by going into the studio with producers she had

long wanted to collaborate with such as Ant Bell, P-nut, Pete Kuzma, and Raphael Saadiq.


Taking her music back to its grassroots, instead of relying on overblown hype, Scott will debut

her new work at intimate listening sessions. And though Beautifully Human has yet to be released,

Scott is already receiving media coverage. She will be featured on the cover of the August issue of

Essencemagazine. During her three-year hiatus, Scott did remain in the public eye. She completed

a movie for Showtime called Cavedwellers with Kyra Sedgwick and Kevin Bacon and appeared in

an episodic arc (4 episodes) of the UPN’s series “Girlfriends.” She also secured a publishing deal with

St. Martins Press.

But Scott’s focus now is pure music. Her vision is Beautifully Human.

For updated information, please visit:

www.hiddenbeach.com

www.jillscott.com

www.beautifullyhuman.com

www.taylormademediapr.com

###

(Press release written by Ann Brown)

public relations for everyday people: the workbook/journal32 public relations for everyday people: the workbook/journal32

abouttheauthor

Jill Scott. Herbie Hancock. Dianne Reeves. Musiq Soulchild. D’Angelo. These are just some of

the stars whose careers and public images have been shaped by Karen Taylor, founding partner of

TaylorMade Media. Taylor has amassed an astounding list of accomplishments on top of launch-

ing her own publicity firm in 1999 in Jersey City, New Jersey.

Taylor, who started her career as a fundraiser before transitioning into public relations, and is

using her finely tuned communication skills to inspire others. Taylor, who is also a published

author, having penned “Souls of My Sisters” in 2001, is one of the country’s up-and-comingmoti-

vational speakers. Taylor has already spoken at her almamater John’s University, Learning Annex

NYC, Columbia University and New York University.

Through her hands on approach at TaylorMade Media, she has introduced the masses to two

groundbreaking musicians—D’Angelo and Jill Scott. Her boutique agency, which is now based in

Valley Stream, Long Island, has been able to compete with themajor players for coverage in such

A-List media outlets as “Vanity Fair” magazine, the “Oprah” TV show, Ebony, Essence, LA Times,

TIMEmagazine, the “Tonight Show with Jay Leno,” just to name a few.

And her client roster is just as impressive. TaylorMadeMedia clients include (past and present):

Herbie Hancock, Hidden Beach Recordings, NBA players Ray Allen and Chris Webber, songstress

Dianne Reeves, ABC Radio Network’s The Doug Banks Show, Musiq Soulchild, and Jill Scott.

For more information visit www.taylormademediapr.com.


price: us $10.00/canada $12.00www.taylormademediapr.com

cover and book design: str8tdesign.coms

cover photographs [clockwise from upper left]:

© brand x pictures, © photodisc, © thinkstock, © photodisc

isbn 0-9759106-0-4

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