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Creating PR Success Beyond Oprah

Guest post by: Anthony Mora

Article Overview: At least through the end of this year, Oprah will remain one of the prime jewels, when it comes to media coverage. But it is the combination of media coverage that creates an effective public relations campaign. It is not about one placement, even if that placement is on Oprah or the Today Show. It is about the long haul, about creating a sustained ongoing media presence.

Creating PR Success Beyond Oprah

I recently received a call from a prospective client who had recently appeared on Oprah and was looking for ways to continue and grow his media placements and build his public relations campaign. That was one smart, savvy business owner. Most people view Oprah as the summit, as the end of the line media-wise. Granted, at least through the end of this year, Oprah will remain one of the prime jewels, when it comes to media coverage. For the last decade it seems as though every client and prospect has lead with one question – “when can you get me on Oprah?”

She created a media juggernaut, the likes of which we’ve rarely seen. Still, even for those clients we did book on Oprah, the show was only one step in their overall media campaign. The purpose of PR is not to gain one media hit, but to create a sustained ongoing media presence. It could be a TV segment, or a magazine or newspaper article; still other times it could be coverage in a blog or a social media site.

It is the combination of media coverage that creates an effective public relations campaign. It is not about one placement, even if that placement is on Oprah or the Today Show. Those types of media hits only truly fulfill their purpose if they end up generating more media coverage. Often a media hit in a huge outlet such as Oprah will result in an avalanche of call and enquiries for a couple of weeks, but the response will then start to rapidly fade. We once placed a client on a national TV segment that generated in the neighborhood of half a million calls in a couple of weeks. The response was astounding. But as with anything else, if the campaign had stopped there, eventually so would the calls.

So, keep in mind that one media placement does not equate to an effective public relations campaign. PR is a cumulative process. It is about the long haul, about creating a sustained ongoing media presence. Now, add an Oprah appearance to that approach and you have one amazing PR success story on your hands.

Copyright © Anthony Mora 2010

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Article Tags: effective public relations, jewels, long haul, media coverage, media presence, oprah, public relations campaign, today show



Related Forum Posts
Oprah - Just an FYI - Suze Orman met Oprah years ago when she became one of Oprah's dream team of consultants. Just like Dr. Phil, Suze became a big hit after Oprah promoted her books and expertise. I doubt Oprah gets paid endorsement dollars per say but I do know that her production company has equity positions in a variety of programs and experts. I will look back through my files for more specific information. I recall a past Oprah staffer who know consults with people on how to get on Oprah. I'll pass it along! Good luck Shri. I think you can write a letter, or contact a series of the big names in order to get endorsements. you have to be professional, but persistent! It is said that Jack Canfield gets over 500 such requests each week. Cheers Jude
Re: Get on Oprah, make a fortune! - Suze Orman is very passionate about her work so I'm not surprised she got noticed by Oprah, however it came to be. (I've heard of people sending their books to Oprah's staff so they can filter information for Oprah to consider.) I personally have really enjoyed listening to Suze when she's been on Larry King Live. She has great tips and advice. She has also openly shared her passion for helping women achieve financial success as well. I guess the inspiration is that if you have something to offer that you believe can make a difference to many, then attempt to pull at Oprah's heart strings and see what happens. I remember reading in one of Marianne Williamson's books how being on Oprah instantly changed her life and she became a so-called overnight success. Being on Oprah isn't a dream of mine, but if it's yours, I cheer you on!
Re: Get on Oprah, make a fortune! - [quote="OmnivoreInk":3pr8ilfu]That's the thing, of course. If you're not a "big name" or don't have some kind of a pull with Oprah, there's no way you get on her show.[/quote:3pr8ilfu] Well what about those book authors that Oprah brings into the spotlight from obscurity? I was under the impression that "Oprah's Picks" were always titles that she discovered on her own and wanted to share with the public. Or is that a shame? Is Oprah just paid to endorse those books by wealthy publishers or were those books already bestsellers? How does it work?
Re: reframe what you want to accomplish - [quote="TheRainmaker":3a9wv4jy]it is said that if you help other people to reach their goals, you too will reach yours. Find out what Oprah is trying to accomplish over the next few months and pitch a link to a topic. Recently she is really motivated by the Eckard Tolle, A New Earth and the awakening of the human spirit. i will check out your stuff. good luck[/quote:3a9wv4jy] Another suggestion might be to specifically write a new book on what interests Oprah. If you can't control what Oprah is looking for, then control what you produce.
Re: Making money with Obama.me - Recently I was watching a game show when Oprah name was used as an adjective. the guy lost it, he could'nt believe Oprah na,e could be an adjective. The moderator said using oprah as an adjective means , the woman in question was rich and famous


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