Good Publicity is Great for Business
Social marketing is the new way of the world, even a business like ours. Crystal Pyramid Productions is San Diego’s longest-serving video production services company, established in 1981. We have literally been around the block with various video productions all over San Diego, Orange County and Los Angeles. Still, we know we can benefit from learning all the nuances of marketing and publicity online.
Back in the “Oprah” Days
There is a great story behind the photo of DP Mark Schulze videotaping Dawnn Butler at her San Diego apartment. On this particular day, as a crew for Oprah Winfrey, we “ambushed” Dawnn, or should I say “surprised” her. When she answered the door and saw us, she was mystified. Then when the producer handed her a gilded invitation to Oprah’s Dinner of a Lifetime which would feature the presence of Sidney Poitier, she laughed and cried and just couldn’t believe it! Her sons had submitted her story to Oprah.
It was the tale of a single mom who had raised both sons by using Sidney Poitier as the model of a great man. Her sons were both very polite and charming, so Dawnn did a great job. And after invoking Sidney Poitier as a guide for raising children, she actually had the opportunity to dine with him. What a great story.
Publicity Today
We have heard that “Any publicity is good publicity.” And some politicians seem to thrive on that axiom. However, we believe it is much wiser to steer towards positive publicity at all times. Further, the axiom that should motivate all of us, whether in business or simply in life is “Be kind to one another.”
How to get publicity for your business
Publicity is something we all need to fuel our businesses. One of the main ways I go out and get it for our video production company, Crystal Pyramid Productions, is this. I take my camera with me everywhere I go, and I document just about everything I do. It’s a small camera (a Canon Powershot SD750) so it fits in the palm of my hand. I carry it in a pouch that I sling over my shoulder. It’s about the size of a deck of cards, so it’s quite light and yet so powerful. It’s got an array of filters so you could create photos and videos that are in black and white, sienna, or featuring highlights of a particular color. I can select whether or not to engage the GPS function.
Most people carry an iPhone that can take photos but I still prefer the Powershot because it has a wide range of options.
Patty Mooney on Greyhound Flight to USS Stennis
Aboard U.S.S. Stennis
When I was spending the night aboard the USS Stennis aircraft carrier (on a production as sound technician), I took my camera with me, and requested permission to shoot photos and video with it. Permission was granted, and whenever I had the chance, I documented every little thing. If you are interested in reading the story and seeing the video I made, it’s at the top of this page.
After that gig, I sent a press release about it to several local publications, several of which ended up printing something up. I then saved those “tear sheets” and posted them to our company blog.
Feed the Hungry Whale
When you realize that publications are big beasts with voracious appetites, then you quickly figure out what they would like to be fed. If you have the anchovies that these big whales love, then they will chow down immediately. All you request in return for your story and/or photos is a byline that includes your company name and contact information – website and phone number.
Socially-Conscious Documentaries
Our company did what we could to help the homeless by producing two documentaries, “Small Acts of Kindness: A Day in the Life of San Diego Homeless” and “The Invisible Ones: Homeless Combat Veterans.” In the course of shooting interviews and background shots, we appeared at a Girls Think Tank function during which they passed out 350 winter survival backpacks “with all things warm” to the local homeless population. As usual, I snapped photos to document the backpack-give-away. I sent these photos to the Girls Think Tank, and they posted them up at their site, with mention of our company.
This is something that should come naturally to bloggers who want to increase their business. There are so many opportunities out there, so it’s up to you to go for it!
_______________________________________________________
Patty Mooney is a Vice President and Video Producer at San Diego’s award-winning video production company, Crystal Pyramid Productions.
