Tag Archives: Michael Jordan

Quick and Dirty Tips to Improve Media Outreach

By: Gina Mason

In honor of the release of Forbes’ annual billionaire list, I thought it would be appropriate to quote the world’s wealthiest man. “If I was down to my last dollar, I would spend it on public relations.” – Bill Gates

Mr. Gates knows the value in public relations and acknowledges that media attention is still one of the best tactics to get your brand/company/product out there to the masses. Yes, advertising and social media are extremely useful, but there is no better way to get your brand and message out there than receiving (free) attention in a newspaper, magazine or TV show. However, media outreach and attention can be very difficult to obtain if you don’t have an established PR pro utilizing their media relationships to get that next big media hit.

For those of you DIYers who don’t use a PR firm, here are 12 of my favorite tips from media guru, Jeff Bullas that you can employ to “establish, improve, and solidify your outreach capabilities.” (Caution: for best results leave the media outreach to the PR pros)

1. Be different. If you’re not different, there’s no reason for editors and publications to cover you.
2. Identify quirky components of your company (logo), CEO (hobby), or company culture (You don’t work on Fridays).
3. Find reporters on Twitter and use AllMyTweets to identify topics they like, dislike, etc.
4. Create Twitter lists of editors and reporters and stay informed of their interests regarding developing news and stories.
5. Set Google Alerts for key terms, so you can stay informed about stories the reporters think are important.
6. Set Alerts for names of editors and reporters too to see what they’re writing about (Share their work too!)
7. Read reporters’ articles, blogs, and tweets. Mention their work and create a greater sense of context and logic regarding the reason for initial contact.
8. You’re supplying information but editors are well aware of the benefit of news coverage. Thank them for their time and for (even) considering your input.
9. Provide multiple opportunities for contact – include work email, cell phone, business phone, Skype, Twitter handle, etc.
10. Maintain an excel sheet of sites pitched and reporter contact information. Keep notes and dates (so you don’t re-pitch!)
11. When used for a story or article, become a marketer for them. Help spread the news!
12. Send a follow-up thanks.

To read the rest of Jeff’s article “50 Surprising Tips for Getting Attention in Mass Media” and see more of his great tips, visit:

As always, if you like what you read be social and share.

Is Jeter the Next Jordan?

By: Gina Mason

For the last twenty years, the world has watched Derek Jeter make some incredible plays, perform under immense scrutiny and always maintain his composure. Throughout his entire career the man who many lovingly referred to as “The Captain” has been able to successful thrive on the world’s biggest stage that is New York and build an empire of devout fans from all walks of life. Although #2 played his last baseball game on Sunday, his name will not be long forgotten.

What Jeter has established over the last two decades is so much more than just a name in the record books or on the back of a jersey. His name, Derek Jeter is a brand that is now much greater than the individual and arguably even more valuable. Built on the foundation of his playing days, Jeter Inc. is on its way to being the next “Jordan” brand.

Striking while the iron is hot, Jeter Inc. is already in the process of building its empire and cashing in on all of the farewell attention. On Tuesday, Jeter Publishing released the first children’s book, “The Contract” which is a fictional story about a boy named…you guessed it, Derek Jeter. This is just the first of many ventures that we can expect from his multimedia company Jeter Inc. and I have no doubt that his brand will continue to grow into something as big as the Big Apple.

Here are a few reasons why I believe the Jeter brand is going to succeed:

When you think of Derek Jeter, what qualities come to mind? For me, Jeter has always possessed class, was extremely hardworking and driven and was consistently respectful to his fellow players, the fans and most importantly, the game of baseball. Jeter established a reputation not just with Yankees fans, but also with fans and players from around the league all of which had a mutual respect for him (hence the Farewell Tour). From a PR perspective, reputations don’t get much better than Derek Jeter’s and miraculously he was able to live, play and date in New York City while keeping his reputation intact (thanks to a great publicist, some fantastic media training and his charming, quick wit). His personal reputation is the cornerstone of the Jeter Inc. brand and is the most critical factor of the brand’s success. After all, reputation is everything when branding a company, which is why Jeter Inc. is off to a great start.

Established Brand Loyalty:
Over the last 20 years, Derek Jeter came into the homes of millions of baseball fans from around the world and cemented himself as a household name. Jeter has not only been loyal to the Yankees, but to the game of baseball and that is what keeps people coming back for more. Take his Farewell Tour for example, the fact that thousands all of the people from all over the country made trips near and far to get a final glimpse of “The Captain” speaks to the loyalty people have to him and his brand. If his Farewell Tour is any indication of how his brand will fare with sports fans, I think it is going to be a huge hit.

One thing that Jeter has always been known for is his clutch performances and staying cool, calm and collected in high-pressure situations. When the game was on the line there was only one player who Yankees coaches, players and fans trusted to come up big in a tight spot and that player was #2. When all else failed, people trusted Jeter to lead them through the tough times and that trust he earned throughout his career will translate into Jeter Inc.

Following in the Right Footsteps:
One of the smartest moves that Jeter has made is following in the footsteps of arguably one of the most iconic and successful retired professional athletes, Michael Jordan. Jordan was not only incredible on the court, but he has been able to monetize his name and success to build an empire with Nike. Aligning himself with “His Airness,” will only make the Jeter brand stronger and more successful.

I’m anxious to see what the future has in store for “Jeets” and Jeter Inc. I’m sure that if he invests himself into the brand the way he did the game, he is going to be extremely successful (and very rich!).

Do you think that Jeter will be more successful off the field? Do you think Jeter Inc. has the potential to be as big as Jordan?

As always, if you like what you read be social and share.

A 3 Point Shot that Changes History

A 3-Point Shot that Changes History

It is an honor for me to interview my dearest friend and client, Trent Tucker in regard to a shot he made that changed NBA history on a very special day. Oh what a game.  I remember it well as I was sitting in the seats of former NY Knicks star Charles Oakley, which were located behind the Knicks bench and it was a very exciting game down to the last .3 tenths of a second on the clock.  It was MLK day and what better way to spend the day but at Madison Square Garden watching the Knicks play Michael Jordan and his Bulls.

MJ Pedone: I know you remember that game as if you just played in it yesterday. Can you take us back to the final seconds of the game?

Trent Tucker:  I can remember the game like it was yesterday. It was the first season they went to tenths of seconds on the game clock. The play designed was an alley-oop pass for Patrick Ewing. I was used as the decoy to empty out the backside hoping that Michael Jordan would follow me. Because he such a smart player, he read the play and we didn’t have a back up option. So I ran along the sideline and Mark Jackson gave me a little flip pass; I caught the ball and shot it as quickly as I could…and the rest is history.

MJ Pedone: I remember the crowd exploding.  What were you thinking after you made that shot?

Trent Tucker: My first and only thought was to get off the court as quickly as we could so they couldn’t bring us back or replay that possession.

MJ Pedone: I know MJ and a few others had some words for you heading to the locker room. Care to share any?                                                                                

Trent Tucker: They just said it was a great shot and a great win for the team.

MJ Pedone:  The Bulls protested that shot.  What was the outcome?

Trent Tucker: After further review, the shot counted and we won the game. They changed the rule the following season.

MJ:  Talk to us about the Trent Tucker Rule.

Trent Tucker: The Trent Tucker Rule is a basketball rule that disallows any regular shot to be taken on the court if the ball is put into play with less than three-tenths of a second left on the game or shot clock. The rule was passed after the 1989-90 season due to the shot I made against the Bulls that season.  There has to be .03 seconds or more on the shot/game clock in order to be able to catch and shoot the ball.

MJ Pedone: Lets fast-forward to the final year that you played in the NBA with the Chicago Bulls.  Did your Bulls teammates ever say anything about that shot once you joined their team?

Trent Tucker: Michael Jordan said, “You know that shot didn’t count.” We laughed about it.

MJ Pedone: Bring us back to when you won the championship.

Trent Tucker: Winning the championship was one of best days of my life. I can go on, but we would need a few hours.

MJ Pedone:  Obviously, I have the privilege of working with you on a daily basis.  Can you let the world know the many great things you are doing post NBA career?

Trent Tucker: I have always been involved in philanthropy and started my nonprofit in 1998 in which we support underprivileged youth. The All 4 Kids Foundation is a 501(c)(3) committed to educating at-risk youth academically, personally, socially and physically through a curriculum that expands their horizons and encourages them to participate in new areas of learning.  Our mission includes striving to develop the whole students mind so that they have the tools to make decisions that are intellectual, moral and ethical. In 2001, The Trent Tucker University Scholars Program was implemented in the University of Minnesota and has been adopted by Columbia University and will begin this spring. I also lend my time to other organizations in order to raise awareness and funds that will benefit children who are in need. I enjoy speaking on a national level at corporations, being a mentor for both youth and adult programs and hosting fundraising events in order to bring awareness to my educational programs. I have a great team that I work with in Minneapolis and of course you and your team at Indra Public Relations in NYC, who I work with daily. I have been blessed in so many ways and will always continue to give back.

MJ Pedone: Thank you for your time and reliving such a historical day with us.

Trent Tucker: My pleasure.

-MJ Pedone Indra Public Relations http://www.indrapr.com MJ@indrapr.com January 21, 2013