Thanks to nationally recognized public relations expert and CEO of EMS Incorporated Marsha Friedman for taking the time to answer some questions about her career and business transformational book Celebritize Yourself: The Three Step Method to Increase Your Visibility and Explode Your Business. Her responses to the questions are very informative, and greatly appreciated.
Your book is titled Celebritize Yourself: The Three Step Method to Increase Your Visibility and Explode Your Business. What was the background to writing this book?
Marsha Friedman: I’ve been in public relations for nearly 20 years, running my own PR agency, and I’ve constantly had clients and friends tell me that I should write a book. My problem was that I really didn’t think I had anything new to add to what had already been written by my colleagues. However, working with so many clients who came to me with an expertise and then became a recognized expert by the media (as a result of us getting them quoted on the air and in the news), I realized I could add a unique perspective for business people that could benefit from a similar transformation. Celebritize Yourself was the result of my thesis that just about anyone in any business could use their expertise to turn themselves into a celebrity in their field.
How can becoming a media celebrity enhance a person's business reputation and boost their company marketing and promotional efforts?
Marsha Friedman: The real question is, “How can it NOT boost a company?” We think of the mass public who reads newspapers and watches television as nothing but consumers. But they aren’t – they are also CEOs and entrepreneurs and small business owners and corporate decision makers from every possible industry. Martha Stewart turned her expertise into a monster corporate entity. Donald Trump turned his notoriety for understanding “The Art of the Deal” (the title of his first book) into a real estate empire. Becoming known as an expert in your field turns just about everything you touch into gold, as long as it is vibrant with your expertise and is executed with precision, reflecting your business acumen.
Is it possible for an ordinary, everyday person to become a celebrity, or is that an impossible dream?
Marsha Friedman: Rachel Ray once ran the candy counter at Macy’s. Legendary columnist Erma Bombeck was a housewife with an attitude and a unique perspective. Tony Robbins worked behind the scenes promoting someone else’s seminars, until he learned to fire walk, and then he used that gimmick to start his own career as a speaker. Every single expert and business celebrity has something in common with everyone who isn’t – at one point, no one knew who they were either.
Marsha Friedman (photo left)
How important is the ability to write well in becoming a celebrity in the print media and online world?
Marsha Friedman: Having a vision and a passion for that vision are paramount. Being able to communicate that vision and passion is indispensable. If you’re not a writer, it doesn’t mean you’re not a good communicator; it just means you need to hire a professional writer to help get your message onto paper. Even if you are a good writer, if you’re also running your own business, you likely don’t have time to write a book. Ghostwriters are the answer. This is how most professionals get their writing done.
How can a person improve their speaking and presentation skills to enhance their ability to work well in the audio and visual broadcast and internet media?
Marsha Friedman: Just like a Broadway show doesn’t start out in New York City (it opens in small cities first to work out the kinks and when perfected, it opens on Broadway), the same principle is applicable to individuals who want to perfect their speaking skills. The short answer is “practice.” I don’t mean just practice in front of a mirror. What I mean is practice doing as many interviews as possible. Start out in small markets – and don’t worry about the size of the show or market - just do them until you’ve worked out your messaging and are comfortable in front of any audience.
Also keep in mind the tone and content of your presentation. The content addresses the quality of the information you are speaking about. The tone is the emotion you use when speaking to an audience and which can inspire people or leave them flat. If a speaker is bored with their speech, people will pick up on that and be bored too. But if one is enthusiastic and passionate, it can result in the audience being inspired by your talk.
When becoming a celebrity, is it crucial that a person not forget to provide useful information and stay on message in order to make more sales?
Marsha Friedman: People want information in order to make decisions, but they don’t want it shoved down their throats. So, providing useful information is basic, as is the marketing principle of staying on message. If you’re providing valuable information, people will see you as an expert and if they are in need of your service, the sale then becomes part of a natural evolution.
What do you say to a person who says they are shy, or lack any of the charisma usually associated with celebrities?
Marsha Friedman: The only way to overcome your shyness is to just do as many engagements as possible, and then do more. The “shyness” will get less and less as your confidence increases from perfecting your skill as a speaker. No need to be concerned with “charisma,” in the technical sense of being “good on camera.” It’s not a paramount criterion. What’s far more important to being a good speaker or conducting a good media interview is the enthusiasm and passion you have about your message. Someone who is genuine and true to themselves is far more interesting than someone who is simply polished and well-trained.
What is the first step a business person should take toward celebritizing themselves?
Marsha Friedman: Take stock of what makes you special, what makes your message unique. What can you offer people that no one else in your field can offer?
Once you’ve identified that, then the next step is, as I discuss in my book Celebritize Yourself, write a book – or hire a ghostwriter to write a book. There’s no better calling card for your prospects and as a gift for your clients. A book you’ve authored establishes you as an expert in your field. And most important, it opens the door to the media which is the pathway to consumers who may be interested in your product or service
What is next for Marsha Friedman?
Marsha Friedman: As I love helping people expand their business and achieve their personal and business goals, “next” for me is a continuous process of staying on top of new trends in marketing and PR and being able to implement them successfully for our clients.
My book review of Celebritize Yourself: The Three Step Method to Increase Your Visibility and Explode Your Business by Marsha Friedman.
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Marsha Friedman (photo left) doesn't like sitting still. As a prominent business woman, she has run her company successfully through prosperity and adversity, ironically having one of her best revenue years in the midst of 2008's recession. As a publicity expert, she has recently debuted her new book Celebritize Yourself and begin a national media tour.
As a radio personality and public speaker, Marsha can be heard every week on the nationally syndicated talk radio show "The Family Roundtable" where problems that modern families face are discussed. Marsha and her co-hosts have enjoyed interviewing family experts as well as celebrities such as Tony Curtis, Ed Begley Jr, Augusten Burroughs, Faith Evans, Vicki Lawrence, Denise Jackson, Janine Turner and Rose Rock.
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Teamster's President, Jimmy Hoffa Jr.; Sergeant's Pet Care Products; Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.
She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.
Outside of the office, Marsha is a mother of three and a grandmother who also raised one of her grandchildren. She is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children.
