Tag Archives: speaking

Your Content Ecosystem and AI

Deliver insights to the AI search engines so you will be found online more often. Reputation management professionals have long focused on monitoring positive and negative mentions of companies and individuals online. AI search engines are also scanning the Internet for references. Even Google and Bing automatically produce AI generated summaries in their searches. Company websites are self-published, so AI looks for internal consistency to evaluate their credibility. Here are the elements of your content ecosystem that contribute to consistent messages to your visitors and to AI. Each is carefully formulated to highlight your areas of expertise, addressing specific issues in multiple formats:
  1. Biography and Credentials
  2. Case Studies
  3. Descriptions of Products and Services
  4. E-books and Reports
  5. List of Clients or industries served
  6. Newsletters and Blog posts
  7. Presentations
  8. Representative matters
  9. Self-written social media posts
  10. Videos
You exercise complete control over the topic and format for all of them. Frequent discussion of a specific subject signals your knowledge and background to AI search engines. The reward is you will be cited more often in searches conducted with AI when you regularly whet its appetite with relevant content. Note, however, the content distributed through external sources, while also addressing these topics, is treated as more trustworthy. That’s because, from an AI perspective, it is produced by third parties who verify your authority:
  1. Articles
  2. News Stories Quoting Your Insight
  3. Podcast Appearances
  4. Speaking at Conferences
  5. Non-authored Social Media Posts
  6. Webinars

The AI search engines corroborate and evaluate these discussions. For example, they use context to distinguish between self-posted social media mentions and those published by parties who are not affiliated with the same entity.

This Month’s Tip

The more often your content appears, the more material AI search engines will locate and the more authoritative you become. Apply the content multiplication approach to the ten formats noted above. Consider how you can extract more juice from a newsletter, for example, by emailing it to a reporter as a suggestion for a news story. Perhaps the subject of a blog post becomes the jumping off point for a conference presentation. The AI search engine is a hungry beast, always seeking fresh material; feed it regularly.

Contact

What’s in your content ecosystem that merits another tasting? Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll brainstorm ways to serve up your ideas to AI. See also: With AI, Your Website No Longer is the First Point of Contact with Prospective Clients. Click here to read prior issues of this newsletter. Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.
Image credit: Magnet  

But Who’s Counting?

Consider which numbers matter most for your business.

You know it’s important to periodically review your digital presence on multiple platforms.

Here’s my view on the value of the respective numbers yielded in each instance. Consider how your routine and your analysis compare.

Daily:
I check the Profile viewers of my LinkedIn profile and Messages. When the visitors or correspondents are new, I assess our potential alignment. When it appears favorable, I contact them and invite them to chat as a preliminary step to a connection. I ignore sales pitches and seemingly random visitors.

When these visitors are existing connections, I usually email them to learn what’s new and if there is some way I might help them.

The number of visitors and messages has little meaning, because some are irrelevant. What does matter is setting up a mutually productive conversation and cultivating a relationship.

I post every weekday on LinkedIn, reply to comments on my posts and comment on the posts of others among my contacts. Sometimes I search for posts by a contact’s name or by hashtag topic. Sometimes I simply review what LinkedIn has served up in my feed.

I do not pay much attention to the numbers of viewers, reactions and comments on my LinkedIn posts. Some posts get 200 views, and some get 20. A post reporting the highlights of a social media conference received 18,000 views. How many people then looked at my profile or website? I’ve no idea. The LinkedIn algorithm works in mysterious ways. I leave it to others to figure out how to game the system.

Weekly:
I search for my name and the name of my business online. I want to learn what others might say about me and if a recently recorded podcast has become available. It’s vital to monitor my online reputation and address any misinformation or negative critique.

The total number of online references is variable. As long as I find a few positive references, usually to my LinkedIn posts and newsletter, and no negative references, I am content.

Every Thursday I review my Marketing RBI for the ways I promoted my insights:

  • Networking
  • Speaking
  • Writing
  • Being active in the trade association of my target market
  • Posting online about these activities, plus other thoughts

This is the single number that I find most valuable. When I come up short in one of the five categories, I still have Friday to step up and swing for the fences.

Monthly:
After I distribute my monthly newsletter to about 1,000 subscribers, I check the open rate daily for a few days. When it’s at least 50%, that means I have a loyal readership, like you, which I appreciate.

I notice which people are new subscribers and consider how I came to their attention. If we met, I’m glad to learn our conversation prompted them to keep in touch with me.

As for the ones who unsubscribed, I read their names and then do not give them a second thought. Often, they rarely read the newsletter in the past; therefore, their departure actually improves my open rate.

Quarterly:
I update my LinkedIn profile and website content, to ensure they are current. My Public Relations and Marketing Communications practice has evolved over these 17 years. I want an accurate picture of my services displayed online.

When it comes to the traffic on my website, I barely look at it. My site is a library of resources, not a destination.

Lawline provides a quarterly statement of the viewers of my recorded webinars. It’s a thrill to see, for example, one is very popular; Why HER and Not ME? How YOU Can Be the Attorney Reporters Call was viewed 982 times between July and October 2025.

Because I do not have the contact information of the attorneys who watched the webinars, the number of viewers is not especially meaningful.

Ask yourself:
Are the numbers for your LinkedIn profile visitors, readers and commenters of your posts, newsletter subscribers and website visitors truly revealing insights to you? If so, how will those numbers guide your next step?


This Month’s Tip

My numbers don’t add up to much, do they? The true data point for me is asking people: where did you see my name online, when did you hear me speak or who referred you to me. You should pose the same questions to those who contact you for your services. Based on those answers, focus on that activity, regardless of its number.

Contact

Which numbers are you tracking? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, we’ll review your marketing efforts to make sure your activities are the ones that count.

This discussion was inspired by Michael Katz, who advises, “decide what to pay attention to and to what degree … and what can be safely ignored.”

Image credit: Anders

A Political Campaign Principle and Your Maketing RBI

Reach out to the three types of constituents

Imagine you are a candidate for elected office. According to a political campaign strategist, there are three types of people among your constituents:

  • Those that are with you
  • Those that are agin’ you
  • Those that are sitting on the fence; they are not paying attention, or they have not yet made up their minds.

Now, let’s apply this principle to marketing activities.

Clearly, it’s vital to remain in close communication with those who are with you and know you well:

  • Current clients
  • Lapsed clients
  • Referral sources
  • Networking contacts

Conversely, it’s an expensive proposition, in terms of money, time and effort, to go after the group that is agin’ you and unlikely to be persuaded. Perhaps they already have a business relationship with a competitor, or they are disinclined to use your services.

As for the people on the sidelines, let’s consider how you might raise your profile and move them into the first camp.

Here is where the five ways of attracting business in your Marketing RBI come into play:

Networking:
Identify the groups where your prospective clients gather. Ask a connection to accompany you at one of their events, in person or online. Following that meeting, participate in the group’s social media conversations.

Ask a contact to introduce you to their colleague and arrange a Networking Squared conversation, a three-way meeting over coffee or via Zoom.

Speaking:
Team up with a client to give a presentation at their networking group, professional membership organization or industry association.

Introduce yourself (and an industry contact) to the podcast hosts whose programs address timely issues facing that sector.

Writing:
Invite a referral source or client to co-author an article for an industry publication. The subject might be a best practices checklist or a case study recounting a successful project. Show how you are addressing their concerns and resolving their problems.

Being active in the trade association of your target market:
You may be one of a few (or the only) professional with your background who is a member of the group. For example, as a writer, I edit a column in a membership organization’s monthly newsletter.

Promoting your activities online:
On your social media accounts, cite the names of others involved in your activities. These include people you met at a networking event, colleagues who collaborated on a workshop, podcast or article and speakers who presented at the trade association’s meeting.

When you fish where the fish are, you are more likely to land the big one.


This Month’s Tip

Introductions and collaborative presentations will build your credibility as a reliable resource, similar to a political candidate’s endorsements by elected officials. Your relationship with someone who the potential client (voter) trusts is a step forward in creating a new business opportunity.

Contact

It’s time you took your marketing campaign on the road and connected with the folks sitting on the fence about using your services. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s brainstorm about reaching out to prospective clients, so you will be the candidate they choose.

Image credit: Oriental Trading

Irina Krasnyanskaya

Janet Falk spoke about Networking to 40 women professionals and members of “Risky Women.”  Her presentation was excellent. She gave practical tips and step-by-step guidance on how to prepare BEFORE attending a networking event, how to interact with people there and how to follow-up afterwards. There was a lively Q&A and everyone was fully engaged in the discussion. I highly recommend Janet as a speaker for your organization.

Speaking of Speaking

10 tips for a memorable presentation

You know how some people freeze when they anticipate a public speaking gig?

Not me.

I love standing in front of a group and sharing my insights and action steps. Whether I’m addressing colleagues, potential clients or students, I’m excited to guide them in mastering best practices.

Following are ten tips I’ve learned along the way, from speaking coaches and the School of Opportunity, formerly known as the School of Hard Knocks.

Before You Speak

  1. List the ideas and activities you want the audience to take with them when they return to their desks. When you start with the end, you’ll be able to delineate the intermediate steps of your presentation and see how to get there.
  2. Capture the audience’s attention from the get-go. Tell a short anecdote, ask a question or use a little-known statistic. Now they want to hear more and figure out how what you have described relates to their situation, whether business or personal.
  3. Your slides are an outline of key points. KISS. Your actual remarks will amplify, explore, bust a myth or show the consequences of the topic you highlight.



    4. During the Presentation

  4. Pace yourself. Scan the faces of the attendees. Slow down and recapitulate when their eyes wander around the room.
  5. Don’t pace. It’s fine to walk across the stage and connect with people on both sides of the room. When you reach the opposite side, stand and remain in place for a few minutes. Pacing is distracting.
  6. After you’ve summed up your remarks, have a colleague begin the Q&A with the question you gave them. Take the opportunity to go into more depth about a point you skimmed over in the presentation. Plus, you open the door to more questions and avoid the dreaded Q&A silence.



    7. After You Speak

  7. Thank the event organizer(s). Whether or not you want to be invited back, be gracious.
  8. Arrange for a handout, perhaps an excerpt of the slides, to be emailed to attendees. Help people practice on their own and even share your ideas with members of their professional and personal circles.
  9. Spread the word. Consider strengthening your relationship with a client or referral source by inviting them to co-present with you. Arrange to speak to their professional membership organization or industry association. That audience will be receptive to hearing from one of their own colleagues. You will enhance your contact’s stature and their participation will attract potential clients and referrers to you

    10. This Month’s Tip

    You worked hard to create and deliver that presentation. Now make it work for you.

  10. Plan in advance to share it across other platforms:
    • article
    • checklist
    • client alert
    • e-book
    • newsletter or blog
    • pitch to a reporter
    • podcast appearance
    • social media post
    • summary on your website
    • video or audio clip

Contact

Your speaking engagement is not one and done. When you book your next event, let’s talk about how you can prepare and promote your presentation. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s get ready to step up to the microphone and then take your presentation to greater heights: on the road, online and into print.

Image credit: Sergio Santos

Patricia Kakalec

Janet spoke at the fall conference of the National Employment Lawyers Association (NELA) New York chapter on the topic of working with the press, a discussion that I organized. Janet’s participation was enthusiastically received by this group of plaintiff-side employment lawyers, and several participants commented to me that the presentation was very helpful.

Janet’s recommendations for best practices when working with the media, her sample media profile and sample press release, and her on-point response to questions gave us all a lot to think about and work with. I know I have put several of Janet’s recommendations into use already in my practice.

Laura T. Schnaidt

We worked with Janet on a presentation that she gave to Women in Funds. Following the event, there was immediate feedback from at least half the people who attended – all of whom had glowing reviews. It was unanimously positive and people found it very helpful. We would love to do this event again with Janet and will refer members looking for advice to her as well. We met Janet thanks to Women in Funds Board member Jane Abitanta, who suggested that Janet speak to the group. Janet worked together with our organization to specifically tailor the presentation to the members of Women in Funds. Janet is Fabulous!

Adrienne B. Koch

Janet gave a terrific workshop at my firm, to a group of women attorneys from various walks of the profession, on how best to position oneself as a resource for the press. At my request, she tailored her presentation to that audience, so that her comments and suggestions were specific and relevant; she was also responsive to the group, and made a point of making sure she answered everybody’s questions. As a result, the audience was highly engaged and the presentation was very well-received.

But of equal importance, Janet spent time informally with the group before and after the presentation, sharing her insightful thoughts and ideas in smaller, more individual conversations. This made the evening doubly enriching. I highly recommend both Janet’s workshops and Janet as a workshop leader.

Make It a Double

If one is good, two is better.

Congratulations on your recent speaking engagement!

It was terrific.

    • You were on a podcast.
    • You gave a webinar, perhaps with other speakers.
    • You conducted a workshop.
    • You presented at a conference or were a panelist.

Don’t stop there. Make it a double.

Here’s how the time you spent on research, writing and rehearsal will truly pay off: Find a new venue where you can repeat your performance.

After your podcast appearance, look for other programs where you can talk about the same theme. Search the directories of the major podcast distributors: Apple, Google, Spotify, Stitcher and YouTube. Select general categories or specific areas of interest.

You can also review these directories of podcasts:

Conduct an online search for the Top 10 Podcasts in your industry.

Finally, you can perform reverse engineering. Look on the website Owltail.com for topics and speakers aligned with your subject.

When you have compiled a list of podcasts of interest, contact the hosts and introduce yourself as someone with valuable insights for their listeners. Your recent podcast appearance is a plus. Use the sample letter of How YOU Can Be a Podcast Guest in your outreach to podcast hosts.

Webinars are easily duplicated. When there are multiple webinar providers serving your audience, reach out to each of them with your idea for a timely presentation. For example, providers in the accounting sector include CPA Academy and My CPE.

Connect with the other panelists and propose a reprise of the topic with a different webinar host. Perhaps a webinar producer who previously presented one speaker will find your topic relevant and will schedule a program with the group.

Take that workshop to a group where you are a member or might be a guest speaker:

    • a professional membership organization
    • an industry association
    • a local chamber of commerce
    • an incubator for start-up businesses.

Conferences may be local, regional or national. If you spoke at a state conference, look to a national event. And vice versa.

Host your own event for clients and referral sources, and perhaps even vendors. You will bring everyone up to date on trends and issues, plus they will appreciate networking with your contacts.

Consider giving your repeat performance on a different platform. The webinar I presented on 25 Tips to Prepare for Your Next Conference has been the focus of four podcasts, plus a few more are on my calendar.

Remember, it’s not one and done.

This Month’s Tip

Broaden your audience; two can speak together. Consider teaming up with a client, or referral source, to tap into the market of their peers. Podcast hosts, webinar producers and conference organizers will view your co-presenter as someone who has their finger on the pulse of what’s happening in their industry or their profession, giving you additional credibility as a speaker.

Contact

It’s time to double up on your speaking engagements. Let’s review your recent podcast appearances and presentations to see where you might book another. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s make your latest speaking engagement a two-fer or even a three-fer.

Click here to read prior issues of this newsletter.

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In memory of my mother, Sue Falk, who passed away July 30, 2023. She often bought two colors of the same blouse, because, If one is good, two is better.
Image credit: Nearme Cafe

Sandra Holtzman

Janet graciously guest speaks in my NYU graduate class in Marketing. Her presentations are thoughtfully put together and demonstrate numerous points with clearly articulated case histories from different sectors. She presents a wealth of expertise and is very generous with her time and patient with student questions. Janet also speaks at my FastTrac New Venture classes and her presentations there are equally excellent.

Audrey Winkler

Janet gave a wonderful interactive presentation on Best Practices in Board Communication and Media Relations to nonprofit professionals at the Board Leadership Workshop for the Nonprofit Sector Resource Institute. It was outstanding and participants commented afterwards that they had learned a great deal from her. The fact that Janet prepared it on an extremely tight deadline made the presentation all the more impressive.

Paul Konigstein

Janet gave an excellent presentation to the Financial Executives Networking Group (FENG) not for profit special interest group on networking. Her approach focused on making connections with the leaders of organizations hosting networking events and was a refreshing change from the usual networking strategies. Janet is a very engaging speaker. I would recommend her to present to any group.

Sharyn O’ Mara

Janet Falk was a wonderful guest lecturer at our Farmingdale State College Public Relations class. Janet shared a wealth of knowledge about a variety of public relations topics. Prior to the class, we discussed what had been taught already and she tailored her presentation to expand on their PR knowledge base. Janet covered a vast landscape while keeping things interesting and organized. Janet contributed an educational presentation to our class!

Geri Stengel

Getting in the media is a great way for a small business to establish and grow its credibility, and generate interest in its products and services. Janet provided practical and easy to implement tips that any small business can follow. My NYC Small Business FastTrac students found these tips invaluable.

NEW E-book: Create and Monitor Your Marketing RBI

Play a winning game with these five ways to grow your business.

You may recall I wrote about the five ways to attract business in June 2017. Your Marketing RBI (Runs Batted In) has these components:

  1. Networking
  2. Speaking
  3. Writing
  4. Participating in the trade association of your target market
  5. Extending your digital presence

I’ve spoken on this aspect of Marketing in presentations to groups of accountants and attorneys, as well as on podcasts.

More recently, I wrote a series of six articles for the PLI Chronicle Insights and Perspectives for the Legal Community, a monthly publication produced by the Practising Law Institute.

Naturally, these ideas have evolved over time.

I have now revised those articles and presentations, assembling them in an e-book of more than 50 pages.

It’s chock-full of detailed instructions, examples and best practices that apply to professionals who are accountants, business owners and consultants, not only attorneys.

Now, this guidance is offered to you and others in a general audience who might benefit from these strategies. The e-book is available for purchase for $9.99 via Venmo.

Here’s the Table of Contents so you’ll see what you’ll learn.

This Month’s Tip

Try ALL FIVE strategies and then focus on the ones where you feel most comfortable. Networking may be your favorite and speaking may give your stomach butterflies. Or vice versa. The e-book gives examples of how you can take some practice swings and become more comfortable with the approaches you don’t ordinarily use.

Contact

It’s time you stepped up to the plate and took a swing for the fences. After you place your order and purchase the e-book on Venmo, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll explore which of the five ways to grow your business will most improve your Marketing RBI. 

Click here to read prior issues of this newsletter.

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Work Up Your Workshop in a New Format

 Use video and writing to re-distribute your ideas.

Congratulations on a terrific workshop presentation.

Celebrate today. Get back to refining your content tomorrow.

It’s not one and done.

Here’s how you can re-purpose it in a new format; click on the blue text for more details:

Capture highlights of the recorded session in segments of up to three minutes. Write a two-sentence overview for each clip. Post the text with the video clip on your website, LinkedIn, Facebook and X (Twitter).

Record a voiceover of a few slides and post the mini discussion.

Create a tip sheet of best practices, a quiz or a checklist with your contact information and branding. Save it as a PDF and offer it as a downloadable file on your website. Share it on social media platforms as well.

Include the links to the video clips and tip sheet in your email signature . It’s your free space to promote yourself, so use it.

Introduce yourself to the media as a source for comment on the hot topic or industry trend you discussed. Tell reporters at industry publications the best practices that will help others in that sector save time, save money or make more money.

Partner with a client, referral source or a colleague in  a related field to broaden the perspective when pitching the media.

Does the content lend itself to a case study? Use the P A R I approach to recount the issue. Describe the Problem or Present situation, Action that you took, Result in the short term and Impact over the long term.

Contact podcast hosts , who are always looking for authoritative sources to comment on timely subjects.

Exercise your creative spirit with an infographic.

Write an article for your newsletter — and propose an article for the newsletter of an organization where you are a member.

Do you have a blog? You know what to do.

Here’s how I followed my own advice, after leading a workshop on best practices for LinkedIn. I wrote the e-book pictured above.

This Month’s Tip

Turn your presentation into an e-book. I had wanted to write an e-book about using LinkedIn for a while. When I prepared a workshop on the subject, I finally pulled my ideas together. Now you see the result. Here’s the link to get your copy. And yes, I would love to give the presentation to your group.

Contact

Look through your recent presentations for sleeping golden insights. Let’s consider which format is most appropriate to spread the word more widely. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll give your workshop a workout and get it into shape for a new audience.

See also: C O P E: How Writing Can Re-Broadcast Audio

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Why You Should Co-Lead a Workshop with a Colleague

Collaboration yields up-to-the-minute content and conversation.

Speaking is one of the five best ways to attract new business. In a workshop setting, for example, you and your colleague demonstrate mastery of the subject matter and analyze successful projects. Your presentation also entices attendees to hire you, so they might achieve similar results for their organization.

Plus, it’s beneficial when your co-leader is a client, who will attest to the value and impact of your services.

Consider teaming up with a colleague in an allied field, or someone whose business aligns with that of the session’s participants.

Co-presenting offers several advantages to a solo session:

  1. Speakers of different professions attract a wider audience; attendees may connect better with the person who shares their background.
  2. Collaborating lightens the burden of developing and giving the entire presentation.
  3. You will gain access to timely knowledge and insights of another profession, while preparing the material.
  4. You will capitalize on the co-presenter’s existing relationship with the event host, or further ingratiate yourself if you are the connector.

Recently, I collaborated on two different workshops to groups of attorneys; my partners were networking contacts.

One session was a reprise of a webinar on media relations that patent attorney Patricia Werschulz and I had developed. After I proposed the topic to the webinar producer, I invited Werschulz, whom I had met at a networking event, to co-lead the presentation. In my segments, I explained the nuts and bolts of professionally introducing oneself to reporters and the how-tos of press releases. in her sections, Werschulz discussed ethics and the Rules of Professional Conduct that applied to interaction with the media. Her remarks qualified the presentation for Continuing Legal Education (CLE) credits, a magnet for attorneys who must log CLE credits every two years. Following that webinar, Werschulz and I have given the presentation as an in-person workshop three more times.

The second workshop, which I had previously led four times for professionals at financial, public relations and start-up companies, focused on networking. When customizing this speaking engagement for attorneys, I recruited Kimberly Rice, editor of the monthly publication Marketing the Law Firm, to which I have contributed articles for five years. I presented a unique pre-event marketing strategy for attendees at networking events. Rice covered ethics and the Rules of Professional Conduct relevant to networking, again for CLE. In addition, she shared best practices in marketing of particular interest to attorneys from a small law firm or with a solo practice.

Here’s why Werschulz and Rice agreed to co-present:

Werschulz: “I wanted to learn more about the subject matter of ethics and media relations, so I had to research my part of the presentation. I also had the opportunity to learn from my co-presenter. Every time I present or teach, my network expands with new potential sources of referrals.”

Rice: “I enjoy presenting to different audiences of qualified, targeted prospects whose interests align with my expertise. I was curious about New York City lawyers and found they were a bit more engaged than audiences in other parts of the country. Working with the New York County Lawyers Association will perhaps open the door for future speaking opportunities.“

Collaborating on a speaking engagement is a win-win all the way around. You and your colleague gain mastery of new material as you promote your respective expertise and services. Both of you also access new markets of potential clients and referral sources, as well as an organization to host subsequent programs. Your audience receives proven tips, best practices and up-to-date insights on industry trends.

This Month’s Tip

Your partner for a speaking engagement may be a client, a referral source or a networking contact:

  • Propose a workshop collaboration to someone whose experience aligns with the attendees and offers a counterpoint to your own business.
  • The paired perspectives will provide a more comprehensive view and may include technical aspects of a different field that are less familiar to you, yet vital to the audience.
  • The interplay between two speakers –- when one asks the other a question, for example –- enlivens the session and keeps the participants engaged.

Contact

Ready to create your own workshop with a colleague? Let’s brainstorm some hot topics and consider who might best share the podium with you. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s discuss who you might tap to join your presentation team.

See also Do You Lead Workshops for Free?, Back to School — As a Teacher and Create Your Own Traveling Classroom.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.