Scott Lorenz Articles

Your Reputation Is Priceless, The Time To Defend It Is Before It Is Damaged.... - Click To Read Article
You must communicate your side of the story to the news media during a legal action or face the consequences.

YouTube- A Powerful Arrow in an Author’s Book Marketing Quiver - Click To Read Article
In the history of book marketing the hottest marketing spots are the locations where the most people can be found, whether it’s the town square, bazaar, train station, airport, MySpace, YouTube or Twitter. Now, authors must use YouTube to maximize their potential.

Why You Must Keep Marketing Through The Recession - Click To Read Article
Worried about the recession? Then ramp up your promotional efforts and vow: “I am not going to participate in this recession.”

Will a Sales Blitz Work For Your Business? - Click To Read Article
Ever heard of a sales blitz? It’s where you direct your staff to cold call on hundreds of businesses in your immediate market area. It’s a great way to generate new business or at the very least awareness of your company.

Why Authors Need a Great Headshot with Tips on How to Get One - Click To Read Article
While the written word is powerful in landing a media placement, as a publicist I know that a great photo can cinch a media opportunity just as well and sometimes even faster. I’ve worked with some of the best photographers in the USA. I’ve been in dozens of studios all over the country and have been privy to their “back stage” techniques. These photographers have shot Miss America contestants, Hockey and baseball’s greatest players as well as CEOs authors, doctors, lawyers and entrepreneurs. I got the skinny directly from them on their tips for getting the best head shot possible.

Use The Court of Public Opinion for Litigation Support - Get The Public On Your Side When Stakes Are High - Click To Read Article
Winning or losing in the court of public opinion can be just as important as what happens in the halls of justice. Lawyers and their clients need to develop litigation media relations strategies as part of their overall litigation support weapons. Media is a tool in your bag, you\'ve got to use it. If you don\'t know how, or don\'t have the time, contact a public relations professional to help

TV Interview Makeup Tips so Youll Look as Good as You Sound - Click To Read Article
Television cameras and bright lights will alter your appearance drastically and there’s no way around it – makeup is essential. So men will have to swallow their macho inhibitions and the ladies will have to enhance their knowledge of makeup so they can look their absolute best sitting on the couch opposite Oprah.

Top Tips to Promote Your Restaurant - Click To Read Article
Would you like more customers in your restaurant? Do some marketing that’ll catch their attention and let WOM (word of mouth), the best form of marketing, do the rest. Here are top tips for generating new business.

Talking To The Media Is Like No Other Conversation You Will Ever Have - Click To Read Article
Talking to the media is like no other conversation you will ever have, it requires your full concentration and all the skills you can muster. The skills needed to generate sales from interviews are best obtained through media coaching or media training. Tips and advice are provided by a former FOX News producer,a Fortune 500 Executive media trainer and book publicist.

STOP - Don't Name Your Business THAT! - Click To Read Article
Having a good name is a powerful marketing force. Your business name makes an emotional connection with your customers, differentiates you from your competitors, and helps build a strong brand name that is easily recognized and can be trusted. So don’t rush through this step. Having a good name is as important as seed money and capital funding.

Should Authors Do Book Signings? Book Publicist Says "Go For It" - Click To Read Article
Are book signings effective? Are they are good use of resources, ie the author's time, the publicist's time etc? Book publicist and book marketing Scott Lorenz says yes. Just do it! "Frankly, often what happens is something good that goes way beyond simply selling a book."

Snappy Sound Bites Will Turn a TV Appearance Into A Huge Success - Click To Read Article
Prepare some clever answers and snappy sound bites ahead of time, rehearse them every day and you’ll sound like a pro turning your TV appearance into a huge success.

Slow Pay or No Pay? Tips on How to Get Businesses to Pay-Up - Click To Read Article
In today’s turbulent times with money being tight in this new slow economy, many customers who normally pay their bills on time are now delaying payments or choosing not to pay at all. Is this happening to you? If so, here are a few tips to recover your money and to prevent this from happening in the first place.

Seven Tips to Get on a Panel at a Conference - Click To Read Article
Admit it. You’ve been to an industry conference and you look at the people on the panel and you wonder, “How in the heck did ‘that’ guy get on the panel? I could do that.” Well, you’re not alone. Like getting asked to the Junior High Dance you can wait to get an invitation or get aggressive and make it happen. As a publicist I am often asked to get a client on the convention dais and as a result I’ve got couple of tried and true tactics that really work. The bottom line: You've got to market yourself. Get aggressive and initiate the opportunity.

PyroMarketing - The Secret of Book Marketing Success - Click To Read Article
Book marketing professionals know the secrets of success that drove the sales of Rick Warren’s The Purpose Driven Life to a chart-busting best-seller and Mel Gibson’s “The Passion of the Christ” into a huge cinema phenom. Those of us in the business understand that sales of both blockbusters were driven by techniques outlined in a new book called PyroMarketing by Greg Stielstra who gained fame in book publishing circles when he served as the marketing director for The Purpose Driven Life, the best-selling hardcover book in history.

Pulling Back the Curtain on New York Times Book Reviews - Click To Read Article
At a Harvard University speech New York Times Book Review Editor Barry Gewen revealed unknown details about The New York Times Book Review’s “inner workings.” Authors wanting to get the scoop on the process will find insight into the minds of the reviewers at “The Gray Lady.” These inside secrets from that speech and gleaned from other sources may give authors a better idea if their book ever has a chance at making the cut

Real Name or Pen Name Book Publicist Discusses Pros Cons - Click To Read Article
As a book marketing expert and book publicist I have represented a long list of authors, some of whom have chosen to use pen names. Others have asked me about the wisdom of using a pen name. My general response is to advise against a pen name but there are good reasons not to sign a book with your real name. Here’s a pro/con discussion with a little history as well.

Pay Per Click Ads are The Best Advertising Medium Ever - Click To Read Article
Comparing and contrasting advertising options in these turbulent economic times is essential so that our clients get the best bang for the buck. For most businesses the Internet is by far the best advertising and marketing medium ever invented.

Nothing Stops These Physically and Mentally Challenged Entrepreneurs - Click To Read Article
Entrepreneurs and authors with special needs share the same compelling desire to tell their story to a waiting public as do our other clients. A publicist must be flexible and patient to be successful in conveying to specified markets the success story of people with special needs.

National Publicity Summit – Should You Go? - Click To Read Article
As a publicist I get asked by clients and authors about going to the National Publicity Summit in New York. I’ve attended almost every Summit since Steve Harrison started it and go once or twice a year to create new media relationships, maintain old ones and of course, to pitch my clients to the media. Here's a run down of the reasons I've decided to go.

Opening a New Restaurant? Tell The World - Click To Read Article
Opening a New Restaurant? Tell The World. With all the bad news in the economy these days anybody who opens a new restaurant is making some good news which is in short supply. Westwind Communications recently promoted the opening of the Frankenmuth Brewery in Frankenmuth, Michigan and has obtained some great PR as a result. How did we do it?

Medical Practice Marketing All Doctors Need PR - Click To Read Article
Doctors on the cutting edge in their area of specialty need public relations. The message of safety, convenience, and success must be conveyed because medical consumers are much more reluctant to be among the first to accept a new medical technique than are buyers of automobiles, computers, furniture or fashion. All doctors need medical practice marketing.. all doctors need public relations.

Monthly Retainers VS. Pay For Placement for Public Relations Services - Click To Read Article
Most Public Relations firms require a "retainer" as opposed to "hourly fees" or "pay-for-placement." The logic of the retainer arrmangement is discussed in detail.

Marketing a Book is Too Important to Leave to the Good Intentions of a Publisher - Click To Read Article
Marketing your book is too important a task to leave to the good intentions of a publisher. Harsh words? Maybe, but after spending so much time writing your book, don’t assume the publisher will put the same effort into the marketing of your book.

Low Cost Marketing and PR Ideas to Promote Your Business - Click To Read Article
As President of Westwind Communications a PR and Marketing Firm. I work with entrepreneurs, start-ups as well as doctors, lawyers and authors. I am often called upon in the early stages of a company’s existence to get them “on the radar.” Sometimes however, the best ideas can be low cost or free. Of course the best "free" marketing idea is good old fashioned "word of mouth" or as it’s called today "WOM." Here are just a few low-cost marketing ideas you can use to get new business for your new business.

Ma Bell Still Counts- You Must Get Listed in ALL the Phone Books - Click To Read Article
Back in the day it was basically automatic -- there was one phone company and they put your business in the book. It’s not so fast and easy today. In a perfect world they’re supposed to all work together and populate on another’s books and databases, but that’s not happening. This article lists numerous resources to help you get your business listed.

How to Get Booked on a Radio Talk Show & Conduct a First Class Interview - Click To Read Article
Book publicist Scott Lorenz, President of Westwind Communications interviews nationally syndicated talk show host George Woods. The topic, How to Get Booked on a Radio Talk Show and What to do Next Woods offers great advice on how to get booked on radio talk shows as well as conducting a first class interview.

How Rachael Ray’s TV Career Was Propelled By Radio - Click To Read Article
Rachael Ray heads an empire that includes hit TV shows, best selling books, a magazine and her own product lines. Things keep getting better and better for Rachael Ray. But, you might be interested to know that it was a couple of radio interviews that propelled her to fame and fortune.

How Authors Can Be Outstanding Talk Radio Guests - Click To Read Article
Book publicist Scott Lorenz, President of Westwind Communications interviews nationally syndicated talk show host George Woods. The topic, How Authors can be Outstanding Talk Radio Guests. Woods offers great advice on how to get booked on radio talk shows as well as conducting a first class interview.

How Can Doctors Get TV Job Like Sanjay Gupta’s @ CNN? - Click To Read Article
How can doctos become a TV doctor like Sanjay Gupta at CNN? If you are a doctor who’s been on TV and has produced news segments or shows you’ve got a shot at it. If not… well sorry, you’re not in the running. But there is hope if you have a strategy.

How Small Businesses Can Build a Big Brand With PR - Click To Read Article
How can small businesses build a big brand? It’s simple. It’s with PR. As a publicist I’ve known this for years. I’ve seen media exposure launch everything from new medical procedures to special events and inventions. Why does it work? It works because PR is the bridge that connects large audiences with a single person with the big idea. How do you get it? You can do it yourself up to a point or allocate some money for a publicist.

Hire a PR Firm… Before You Need One - Click To Read Article
“If media exposure is valuable to you and your firm then you must include public relations as an ongoing systematic part of your marketing mix,\" says publicist Scott Lorenz, President of Westwind Communications. Learn how to evaluate whether you need to hire an outside PR firm.

Google Book Search Helps Authors Sell More Books - Click To Read Article
The jury is in… and it’s a split decision. Split on the Google Book Search Program that is. Some people love it. Others think it’s the apocalypse. I really don’t want to get into the legal ramifications, copyright law and every other argument out there. The bottom line: From a book marketing standpoint, it’s a good thing. Why? It’s simple. People can’t buy what they don’t know about. Google Book Search lets people find a book with the topic they’re searching for and allows them to peek inside. If they like it, and want more they can buy it.

Get Out of Your Rut! Six Techniques To Put A Spark Back Into Your Creative Fizzle - Click To Read Article
Think you’re in a rut? If you are pondering that question, then there’s good chance you’re in one. You must know the signs such as boredom, lack of get-up-and-go etc. The reason people get in a rut is that they do the same thing all the time. In order to break free of the things that bind you and your thought process you’ve got to do something different.

Get Publicity Now! Tie Into A Breaking News Event - Click To Read Article
Can you pounce on a breaking news event? Not everybody can, but if your subject has breaking news potential then you’d better be ready to take advantage of it with a press release and pitch that is thought out and ready to go.

Five Ways To Promote Your Business During Lunch - Click To Read Article
When you’re the owner of a small business and captain of your own ship, money is tight and every minute counts so you need to maximize both time and money to the fullest. I am here to tell you how to Market Your Business During Your Lunch Hour.

Book Marketing Books Every Author Must Read - Click To Read Article
As a book marketing guy and book publicist it’s imperative for me to keep up with all of the great books and magazine articles being published on the topic of book marketing. I’ve read dozens and dozens of books on book marketing and usually have found a morsel or two of useful information in each one. Here’s a list of my favorites. By the way, I’ve personally met or have spoken to each author and can attest to the veracity of the material they present and their credentials to discuss these topics.

Big Ideas Launched By Big PR on CNBCs Hit Show - Click To Read Article
Just about every guest on the very popular business program “The Big Idea with Donny Deutsch” on CNBC, 10pm ET, cites ONE thing that propelled his or her business. What was it? Publicity-PR! It’s the one common theme that runs through the entire program. If you want to get your company “on the radar” then put PR in to your plan.

An Interview With Book Publicist Scott Lorenz by Norm Goldman of Bookpleasurescom - Click To Read Article
Norm Goldman of Bookpleasures.com interviews book publicist Scott Lorenz of Westwind Communications.

55 Reasons To Send Out a Press Release - Click To Read Article
Publicist Scott Lorenz has compiled a list of 55 reasons to send out a press release in a comprehensive list.

9 Tips for Making the Most of The National Publicity Summit in New York - Click To Read Article
To sell your book or product, you have to do whatever it takes to create a buzz. As a public relations professional, the best thing I can do for my clients is stay current with my media connections so that I can pitch their topics. A resource I’ve clued into is the National Publicity Summit in New York City. I attend this event to meet media once or twice a year and have gotten clients booked on Fox News, CNBC, NPR and in a number of national magazines as a result It’s not an inexpensive event, but I have found that it’s an efficient use of my time and money.

33 Radio Interview Tips by Publicist Scott Lorenz - Click To Read Article
Publicist Scott Lorenz has booked thousands of radio interviews for his clients. To help them conduct an excellent interview he gives them this list of very helpful radio interview tips to review before the interview. This comprehensive list is all that anyone would need to conduct a great radio interview.

22 Tips on What to Wear For a TV Interview - Click To Read Article
My experience as a publicist has convinced me that one of the greatest concerns about being interviewed on television is what to wear. For radio or newspaper interviews, fashion doesn’t matter but how you appear is critical for TV. Here are 22 tips on what to wear for that important interview.

16 Sweet Reasons Talk Radio is a Great Way to Promote a Book, Product or Message - Click To Read Article
Radio is one of the most effective marketing tools for those who want to reach both mass-market and targeted audiences. Talk radio is even more effective but often less appreciated by those with a message to sell to American consumers. There are several good reasons to consider talk radio. Consider these sweet 16:


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