Public Relations (PR) can sometimes seem quite complicated. If you don’t know what you are doing then it’s easy to waste time and money but still get little in the way of results. That can be quite disheartening. A bit of planning can help to make it much easier as well as more effective, including:
* Devising a plan – it’s easy to do your PR activity as and when but it will be much more effective to do it as part of a plan and ensure that it fits with your overall business and marketing objectives. This will ensure that each activity is focused on achieving the impact you want. Your plan needs to include your analysis and ideas with regard to audit, aspiration, aims, audiences, attention, activity and application, and assessment.
* Identifying the skills you need to achieve your PR objectives. PR includes many different activities – from writing press releases, event management and sponsorship to securing speaker opportunities and co-ordinating the production of promotional literature. Each activity requires a specific set of skills. It is much better to identify this early and secure the support of expert help where necessary.
* Setting a budget – give yourself a budget and stick to it. Some elements of PR are free but never forget that your time inputs are a valuable aspect of this type of activity. You may also need to set aside budgets for photography and event management to support your PR ideas.
* Carrying out research – you need to be clear about what your audiences think about your organisation now. Your task is to identify those perceptions and decide whether they need enhancing, building or whether you need to create a perception because one does not already exist.
PR is not out of reach for the small business but success is less likely without a planned and methodical approach. It need not be complicated or expensive but does need time, effort and creativity to get the results you want.
Friday, September 28, 2007
Charity and Not-For-Profit PR - Making The Most of Celebrities
It can be difficult for charities and not-for-profit organisations to maintain their respective profiles in the minds of those audiences that are important to them. Securing the support of celebrities is a tried and tested way to raise profile as well as encourage the support of donors and key stakeholders. So, how do you get celebrities interested and how can you avoid paying them big bucks for their involvement? The key lies in taking a strategic approach and doing a bit of research, in particular:
* Devising a plan – you need to be clear about what you want to achieve and why. It is not good enough just to get a celebrity on board – you also need to have a clear plan about how you will continue to engage them after any initial support. Budgets are tight so you need to ensure that your time is as effective as possible. If you are going to make the effort to secure celebrity support then try to hook that celebrity into supporting you on an ongoing basis rather than as a one-off.
* Making it easy for the celebrity – you will get your best response by encouraging the celebrity to support you in a way that does not require huge time commitments. In my experience this is key – you will get much more response if what you ask is not onerous. After any initial support you can then build your relationship with the celebrity to see whether more commitment would be forthcoming.
* Be realistic – you may need to approach many celebrities to get responses. Do not get disheartened – you just have to keep at it. Remember too that ‘A’ list celebrities and well-known personalities are being approached all the time, you need to be targeted but also realistic in your approach.
* Research your target celebrities – a bit of research can go a long way. There are a number of directories available online as well as in libraries giving you the details for agents for celebrities and well-known personalities. These are helpful tools. It is also worth doing a bit of desk research to devise a listing of those people you want to target – find out the interests they have, the causes and charities they support. You need to know if they are already connected with an organisation that has similar interests to your own or one that would suggest a natural link.
It is good for celebrities to be liked to worthwhile causes but the competition for their attention is fierce. Devising a plan, including your creative idea, and a listing of your target celebrities is the first stage – you then need to ensure that your approach presses all the right buttons with them.
* Devising a plan – you need to be clear about what you want to achieve and why. It is not good enough just to get a celebrity on board – you also need to have a clear plan about how you will continue to engage them after any initial support. Budgets are tight so you need to ensure that your time is as effective as possible. If you are going to make the effort to secure celebrity support then try to hook that celebrity into supporting you on an ongoing basis rather than as a one-off.
* Making it easy for the celebrity – you will get your best response by encouraging the celebrity to support you in a way that does not require huge time commitments. In my experience this is key – you will get much more response if what you ask is not onerous. After any initial support you can then build your relationship with the celebrity to see whether more commitment would be forthcoming.
* Be realistic – you may need to approach many celebrities to get responses. Do not get disheartened – you just have to keep at it. Remember too that ‘A’ list celebrities and well-known personalities are being approached all the time, you need to be targeted but also realistic in your approach.
* Research your target celebrities – a bit of research can go a long way. There are a number of directories available online as well as in libraries giving you the details for agents for celebrities and well-known personalities. These are helpful tools. It is also worth doing a bit of desk research to devise a listing of those people you want to target – find out the interests they have, the causes and charities they support. You need to know if they are already connected with an organisation that has similar interests to your own or one that would suggest a natural link.
It is good for celebrities to be liked to worthwhile causes but the competition for their attention is fierce. Devising a plan, including your creative idea, and a listing of your target celebrities is the first stage – you then need to ensure that your approach presses all the right buttons with them.
PR Planning - How Do You Create A PR Plan?
Your Public Relations (PR) plan might be one page or many. It does not really matter - the key is to have one. Ad hoc PR will get you some results but will not be as successful, or cost effective, as a sustained campaign. Often, people just focus on activity in relation to PR. This can have its uses but will not achieve the perception ‘shift’ you are looking for. There are vital steps you need to take in devising a PR plan.
* Audit – you need to have a clear idea of where your organisation is in terms of the perceptions of the audiences that are important to you. PR is all about perception – creating, enhancing or changing it. You should not embark on any PR until you know exactly what your key audiences think, feel and believe about your organisation. This also gives you a helpful benchmark against which you can measure any activity.
* Aspiration – this is key. Where exactly do you want your organisation to be in terms of perception. Put everything aside that could stand in your way – this is about the big picture and how you want your organisation to be perceived and known.
* Aims – you need to get into the detail and spell out exactly what you want to achieve. ‘More profile’ is not enough – you need to define your objectives in a way in which they can be measured – they need to be specific, measurable, achievable, realistic and time-bound.
* Audiences – it is essential that you identify the audiences that are important to you. Achieving national press and media coverage may be good for the ego but does it really help you get the messages across to your key audiences?
* Attention – any campaign needs robust and specific key messages. They underpin your communication and help you in assessing your campaign’s success.
* Activity and Application – this is where the fun starts. By now you will have a clear idea of what you want to achieve and who you are targeting. The key is now to come up with the creative ideas that will provide you with the opportunity to get your messages across as effectively as possible. That could involve many different activities – from events and competitions to research, celebrity involvement and online forums.
* Assessment – if you have done your job properly with regard to carrying out your audit and setting your objectives then assessment should fall neatly into place.
* Audit – you need to have a clear idea of where your organisation is in terms of the perceptions of the audiences that are important to you. PR is all about perception – creating, enhancing or changing it. You should not embark on any PR until you know exactly what your key audiences think, feel and believe about your organisation. This also gives you a helpful benchmark against which you can measure any activity.
* Aspiration – this is key. Where exactly do you want your organisation to be in terms of perception. Put everything aside that could stand in your way – this is about the big picture and how you want your organisation to be perceived and known.
* Aims – you need to get into the detail and spell out exactly what you want to achieve. ‘More profile’ is not enough – you need to define your objectives in a way in which they can be measured – they need to be specific, measurable, achievable, realistic and time-bound.
* Audiences – it is essential that you identify the audiences that are important to you. Achieving national press and media coverage may be good for the ego but does it really help you get the messages across to your key audiences?
* Attention – any campaign needs robust and specific key messages. They underpin your communication and help you in assessing your campaign’s success.
* Activity and Application – this is where the fun starts. By now you will have a clear idea of what you want to achieve and who you are targeting. The key is now to come up with the creative ideas that will provide you with the opportunity to get your messages across as effectively as possible. That could involve many different activities – from events and competitions to research, celebrity involvement and online forums.
* Assessment – if you have done your job properly with regard to carrying out your audit and setting your objectives then assessment should fall neatly into place.
Crisis PR - The Questions To Ask When A Crisis Hits
When a crisis hits that could damage your reputation it is essential to act quickly and responsibly. Effective handling of a crisis can enhance your reputation but where do you start? Ideally you will have some sort of crisis plan in place – this will save you considerable time and effort when something hits. Whether this is the case, or not, each crisis is different. There are, however, a number of questions you need to get the answers to manage the communications around the crisis. Those include:
What exactly has happened?
Why has this happened?
Is this an isolated incident?
How can we be sure this is an isolated incident?
Have the relevant facts been recorded?
Who is involved in this incident?
How was the incident reported?
When was the incident reported?
What checks and processes were in place to highlight this incident?
What checks and processes were in place to prevent this incident?
Does this incident show any breech of law, professional codes of conduct, association membership?
Who knows about this?
Who is to blame?
How does this impact on customers?
How does this impact on staff?
Are there health and safety implications?
Does any service or supply or products need to be suspended?
Does this impact on marketing activity?
Should any marketing activity be halted?
Is there a need to recall products?
There are, of course, many other questions specific to the incident. If you do not have a plan in place then there are a whole host of logistical questions and issues you need to tackle too. Handling communication with regard to a crisis needs attention to detail, accurate understanding of the facts and a clear head. You’ll need to act speedily to contain rumour and misunderstanding. Getting the answers to these questions is the first step in putting yourself onto the front foot for any communication activity.
What exactly has happened?
Why has this happened?
Is this an isolated incident?
How can we be sure this is an isolated incident?
Have the relevant facts been recorded?
Who is involved in this incident?
How was the incident reported?
When was the incident reported?
What checks and processes were in place to highlight this incident?
What checks and processes were in place to prevent this incident?
Does this incident show any breech of law, professional codes of conduct, association membership?
Who knows about this?
Who is to blame?
How does this impact on customers?
How does this impact on staff?
Are there health and safety implications?
Does any service or supply or products need to be suspended?
Does this impact on marketing activity?
Should any marketing activity be halted?
Is there a need to recall products?
There are, of course, many other questions specific to the incident. If you do not have a plan in place then there are a whole host of logistical questions and issues you need to tackle too. Handling communication with regard to a crisis needs attention to detail, accurate understanding of the facts and a clear head. You’ll need to act speedily to contain rumour and misunderstanding. Getting the answers to these questions is the first step in putting yourself onto the front foot for any communication activity.
Media Interview Success
The first thing you should do when asked to do a radio or television interview is say, yes, then control the panic that may set in.
A lot of people unfamiliar with doing an on-air interview are daunted by the prospect and get very nervous. This fear can stop us moving ahead and saying no to the chance of promoting our businesses. You need to put this fear into its right perspective – what is the worst thing that is going to happen to you?
You might think you are going to die or pass out and faint once a microphone is put in front of you but it is highly unlikely. The knocking knees and shaky voice you might think will give you away but generally nerves are pretty normal and not noticed so much by other people even though you may be feeling it strongly.
Nerves can be used as a source of enthusiasm to show your commitment to the subject you are talking about. So let's look at how we might eliminate unnecessary fears from an interview situation.
Prepare
You only have one chance to get it right with live radio or television. You know your subject better than anyone else so think about some possible questions they may ask and prepare your answers. Ask your partner or a friend to ask you a few questions and have a rehearsal – practice. Find out as much as you can about the program on which you're being asked to appear – is it live or pre-recorded? What angle are they taking? What are they expecting from you – what are the question areas? Is the audience completely general, or is targeted at housewives or business people? Think about the points you could make which are most interesting, useful and relevant to the appropriate audience.
Stick to the Point
What's really useful is to prepare three or four main points which you wish to convey. Write them down on a sticky note and refer to it. Most radio interviews are less than four minutes long so always keep to the point and avoid being drawn into side issues. Always try and take control and use every opportunity to get your message across. Don't wait to be asked the appropriate question.
Give Yourself Time To Think About It
The phone rings, and out of the blue a journalist is on the line asking you some tricky questions about your company's activities. How do you handle it? Your company's reputation may depend on the answers you give. Don't be afraid to call the journalist back rather than talking straight away off the top of your head – but find out when their deadline is and don't leave it too late. Use the time to think through what you should be putting across, particularly in response to any controversial issues that are likely to be raised.
Have Something To Say
If there are controversial issues in your area of expertise, work out where you stand, and what you should say. It is better to respond rather than say "no comment". Don't be afraid to put your point of view across.
Make It Interesting and Relevant
Make your message more memorable by using real stories and examples. Use word pictures. Cut through the clutter with words that paint a picture in the mind of the listener. When you have facts and specifics to back yourself up, you will come over as more authoritative. Remember to stress the points that are likely to interest the listeners or viewers rather than just your own internal messages.
Make it Personable
Use the interviewer's name to make it more personable when answering questions. If you're doing an interview face-to-face use eye contact and try and interest the interviewer in what you're talking about rather than thinking – do I sound OK – do I look alright on TV. If your eyes flicker around during a TV interview, you look uncomfortable, and possibly a bit shifty. If you keep your eye-line focused on the interviewer, you will come over as being in command of your subject. Focus on getting those main points across.
Be Buoyant & Enthusiastic
Be bright and buoyant in your answers – boring answers will probably be edited out and boring interviews will be dropped altogether. You need to be slightly more animated and larger than life. Pep up your delivery so that it is bright and enthusiastic, rather than dull and low-key. Remember broadcasting is a performance! If you do not hold the audience's attention, there are plenty of rival channels people can switch over to.
Mind Your Language
Think about the way you talk in your work life – is your conversation peppered with abbreviations, technical terms and other jargon? For the outside world, this will just not do. Imagine instead that you are chatting to someone who is perfectly intelligent, but who simply doesn't know anything about the subject. People often make the mistake of addressing their remarks to the interviewer (who may be well informed) rather than the audience.
Keep Your Comments Concise
Catchy short answers work best in the media especially for television news. They're known as "grabs" and can be slotted in to a news story. If you watch the news, or listen to radio news, you'll notice that the grabs or "sound bites" are about 5-7 seconds long. If you don't give enough information the journalist will simply ask a follow-up question.
Be Available
Always make yourself available for radio interviews. Be available to go into the studio for better quality than over the phone. If you're on talkback radio use a landline not a mobile phone and be aware of external noise. When you do radio interviews make sure the background is as quiet as possible.
Warm Up Your Voice
Always take time to warm up your voice so you sound more articulate, intelligent and authoritative. This will give you more confidence.
Call to Action
Most people will remember the opening and closing of a radio interview. Always have a strong closing with a call to action, something you want listeners to do i.e. attend the event or buy the product. And finally remember to smile – when you smile you feel and sound much friendlier – and enjoy it!
A lot of people unfamiliar with doing an on-air interview are daunted by the prospect and get very nervous. This fear can stop us moving ahead and saying no to the chance of promoting our businesses. You need to put this fear into its right perspective – what is the worst thing that is going to happen to you?
You might think you are going to die or pass out and faint once a microphone is put in front of you but it is highly unlikely. The knocking knees and shaky voice you might think will give you away but generally nerves are pretty normal and not noticed so much by other people even though you may be feeling it strongly.
Nerves can be used as a source of enthusiasm to show your commitment to the subject you are talking about. So let's look at how we might eliminate unnecessary fears from an interview situation.
Prepare
You only have one chance to get it right with live radio or television. You know your subject better than anyone else so think about some possible questions they may ask and prepare your answers. Ask your partner or a friend to ask you a few questions and have a rehearsal – practice. Find out as much as you can about the program on which you're being asked to appear – is it live or pre-recorded? What angle are they taking? What are they expecting from you – what are the question areas? Is the audience completely general, or is targeted at housewives or business people? Think about the points you could make which are most interesting, useful and relevant to the appropriate audience.
Stick to the Point
What's really useful is to prepare three or four main points which you wish to convey. Write them down on a sticky note and refer to it. Most radio interviews are less than four minutes long so always keep to the point and avoid being drawn into side issues. Always try and take control and use every opportunity to get your message across. Don't wait to be asked the appropriate question.
Give Yourself Time To Think About It
The phone rings, and out of the blue a journalist is on the line asking you some tricky questions about your company's activities. How do you handle it? Your company's reputation may depend on the answers you give. Don't be afraid to call the journalist back rather than talking straight away off the top of your head – but find out when their deadline is and don't leave it too late. Use the time to think through what you should be putting across, particularly in response to any controversial issues that are likely to be raised.
Have Something To Say
If there are controversial issues in your area of expertise, work out where you stand, and what you should say. It is better to respond rather than say "no comment". Don't be afraid to put your point of view across.
Make It Interesting and Relevant
Make your message more memorable by using real stories and examples. Use word pictures. Cut through the clutter with words that paint a picture in the mind of the listener. When you have facts and specifics to back yourself up, you will come over as more authoritative. Remember to stress the points that are likely to interest the listeners or viewers rather than just your own internal messages.
Make it Personable
Use the interviewer's name to make it more personable when answering questions. If you're doing an interview face-to-face use eye contact and try and interest the interviewer in what you're talking about rather than thinking – do I sound OK – do I look alright on TV. If your eyes flicker around during a TV interview, you look uncomfortable, and possibly a bit shifty. If you keep your eye-line focused on the interviewer, you will come over as being in command of your subject. Focus on getting those main points across.
Be Buoyant & Enthusiastic
Be bright and buoyant in your answers – boring answers will probably be edited out and boring interviews will be dropped altogether. You need to be slightly more animated and larger than life. Pep up your delivery so that it is bright and enthusiastic, rather than dull and low-key. Remember broadcasting is a performance! If you do not hold the audience's attention, there are plenty of rival channels people can switch over to.
Mind Your Language
Think about the way you talk in your work life – is your conversation peppered with abbreviations, technical terms and other jargon? For the outside world, this will just not do. Imagine instead that you are chatting to someone who is perfectly intelligent, but who simply doesn't know anything about the subject. People often make the mistake of addressing their remarks to the interviewer (who may be well informed) rather than the audience.
Keep Your Comments Concise
Catchy short answers work best in the media especially for television news. They're known as "grabs" and can be slotted in to a news story. If you watch the news, or listen to radio news, you'll notice that the grabs or "sound bites" are about 5-7 seconds long. If you don't give enough information the journalist will simply ask a follow-up question.
Be Available
Always make yourself available for radio interviews. Be available to go into the studio for better quality than over the phone. If you're on talkback radio use a landline not a mobile phone and be aware of external noise. When you do radio interviews make sure the background is as quiet as possible.
Warm Up Your Voice
Always take time to warm up your voice so you sound more articulate, intelligent and authoritative. This will give you more confidence.
Call to Action
Most people will remember the opening and closing of a radio interview. Always have a strong closing with a call to action, something you want listeners to do i.e. attend the event or buy the product. And finally remember to smile – when you smile you feel and sound much friendlier – and enjoy it!
Definition of Strategy and Strategic Planning, Part 1
Any definition of strategy and strategic planning should include taking a proactive approach that evaluates all activities based on how well the activity moves the business toward its core goal. Specifically, strategies are plans for reaching objectives and goals.
The core goal is the major long-term destination planned for the businesses. Objectives are short-term steps in moving the business toward that destination. All activities or tactics should support an objective, and all objectives should support the goal.
This type of strategic planning insures that activities for which the business spends its resources all contribute to goal and objectives. But strategic planning involves much more than this. It involves planning a campaign to reach each objective to assure that the business progresses toward its goal.
Each strategy should:• relate to a specific objective,• involve an integrated program of specific tactics to accomplish the objective,• be specific for the target public,• be integrated and mutually reinforcing in the overall campaign,• develop an action and communication plan for the target public.
Strategic planning requires continuous and systematic research from business records and from industry statistics, the market situation and current trends. It also requires a situation analysis at each step or objective leading to the goal. This analysis includes qualitative and quantitative assessments of the current situation, the business problem, potential difficulties if the problem persists and other difficulties related to the problem.
A good situation analysis will answer the following questions:
What is the source of the concern?What is the background of the problem?Where is this a problem?When is it a problem?What are the potential difficulties:-in solving the problem?-if the problem is not resolved?
The answers to these questions should be written in a problem statement.
Next, the target public should be defined and segmented. This includes developing a list of potential publics, including those affected by the problem and those who need to be motivated to aid in the problem resolution.
Then identify the target public for the campaign from the list and note other publics who have an influence on the target public. These are called intervening publics or intermediate publics for the campaign.
Finally identify all known facts (demographics) about the target public and infer from those facts personality (psychographic) and behavioral characteristics. This is accomplished through segmenting and if done correctly reveals a small list of characteristics that will be most effective in communication with and relating to the public.
The core goal is the major long-term destination planned for the businesses. Objectives are short-term steps in moving the business toward that destination. All activities or tactics should support an objective, and all objectives should support the goal.
This type of strategic planning insures that activities for which the business spends its resources all contribute to goal and objectives. But strategic planning involves much more than this. It involves planning a campaign to reach each objective to assure that the business progresses toward its goal.
Each strategy should:• relate to a specific objective,• involve an integrated program of specific tactics to accomplish the objective,• be specific for the target public,• be integrated and mutually reinforcing in the overall campaign,• develop an action and communication plan for the target public.
Strategic planning requires continuous and systematic research from business records and from industry statistics, the market situation and current trends. It also requires a situation analysis at each step or objective leading to the goal. This analysis includes qualitative and quantitative assessments of the current situation, the business problem, potential difficulties if the problem persists and other difficulties related to the problem.
A good situation analysis will answer the following questions:
What is the source of the concern?What is the background of the problem?Where is this a problem?When is it a problem?What are the potential difficulties:-in solving the problem?-if the problem is not resolved?
The answers to these questions should be written in a problem statement.
Next, the target public should be defined and segmented. This includes developing a list of potential publics, including those affected by the problem and those who need to be motivated to aid in the problem resolution.
Then identify the target public for the campaign from the list and note other publics who have an influence on the target public. These are called intervening publics or intermediate publics for the campaign.
Finally identify all known facts (demographics) about the target public and infer from those facts personality (psychographic) and behavioral characteristics. This is accomplished through segmenting and if done correctly reveals a small list of characteristics that will be most effective in communication with and relating to the public.
Why Public Relations is so Vitally Important
This is what online public relations can do for you: it can make you the right one. Unlike marketing or advertising, which are essential activities and. Public relations is about messages and their delivery, but that is not all PR is. Unlike marketing or advertising, which are essential activities and correlation with Branding, the goal of public relations must always be to create. Indeed, there is little anyone can do about it, especially with the Union, Corporation infighting and the over regulation and insane number of lawsuits in the US.Public relations is important no matter what type of business you are in. Public Relations is a pretty unforgiving field to participate in.
Marketing
Like any service and or product, marketing is the key. First, try to be a regular speaker in your marketing area. Many writers and authors fall into a fantasy world that once their book is printed and binded all will flock to it. Like any service and or product, marketing is the key. So efforts made by companies to create goodwill through advertising and marketing are effective. So efforts made by Marketing is the life blood of any business.
Well, they need a new spokesperson because their current leader is in hiding in fear for his life. Public relations is communicating who you are, what you do and how you make a difference. The difference between Public Relations PR and Advertising is simple, you pay for Advertising. Public Relations is generally an indefinite discipline and somehow quite an underestimate resource. The practice of public relations is typically a method of promotion. Many experts on Branding espouse the opinion that public relations are a vital part if not the most vital part of the unlike marketing or advertising, which are essential activities and in other words, public relations is meant to generate news coverage. Making your business more public friendly can mean gaining the confidence and trust of the people. Public relations are a cheap and a more effective way to do it.
Marketing
Like any service and or product, marketing is the key. First, try to be a regular speaker in your marketing area. Many writers and authors fall into a fantasy world that once their book is printed and binded all will flock to it. Like any service and or product, marketing is the key. So efforts made by companies to create goodwill through advertising and marketing are effective. So efforts made by Marketing is the life blood of any business.
Well, they need a new spokesperson because their current leader is in hiding in fear for his life. Public relations is communicating who you are, what you do and how you make a difference. The difference between Public Relations PR and Advertising is simple, you pay for Advertising. Public Relations is generally an indefinite discipline and somehow quite an underestimate resource. The practice of public relations is typically a method of promotion. Many experts on Branding espouse the opinion that public relations are a vital part if not the most vital part of the unlike marketing or advertising, which are essential activities and in other words, public relations is meant to generate news coverage. Making your business more public friendly can mean gaining the confidence and trust of the people. Public relations are a cheap and a more effective way to do it.
Thursday, August 2, 2007
More Strategic PR Advice From Your PR Doctor
Did you ever wonder why your news release never resulted in an article or story in the media to which it was sent? Or did you ever wonder if the release was ever read? Do you know why some news releases always get tossed into the wastebasket? Your strategic thinking business coach shares the following tips for your news releases that will help get them on the news desk instead of in the news wastebasket.
Strategic Tip #1: Make your news release sound like news, not like an advertisement.
Strategic Tip #2: Send your news releases only to the media that are related to the topic of your news release.
Strategic Tip #3: Develop an attention-getting headline for your news release.
Strategic Tip #4: Strive to always keep your news releases to a single page.
Strategic Tip #5: Always place your header, contact information and release date at the top of your news release.
Strategic Tip #6: Use short sentences in your news release.
Strategic Tip #7: Double-space your lines in your news release.
Strategic Tip #8: Always carefully proofread your news release for spelling and grammar errors.
Strategic Tip #9: Write a news release about new products and/or services and their unique benefits.
Strategic Tip #10: Write a news release about the results of an online survey or poll you have conducted and highlight interesting trends or impacts.
Strategic Tip #11: Write a news release about an award you or your business has won.
Strategic Tip #12: Write a news release about a famous person or celebrity endorsement of your product or service.
Strategic Tip #13: Write a news release about a celebrity or well-known speaker you are hosting at an event.
Strategic Tip #14: Write a news release about a new book or newsletter you have authored.
Strategic Tip #15: write a news release about an appearance or speaking engagement you have before a well-known or recognized association, club, professional society, etc.
Strategic Tip #1: Make your news release sound like news, not like an advertisement.
Strategic Tip #2: Send your news releases only to the media that are related to the topic of your news release.
Strategic Tip #3: Develop an attention-getting headline for your news release.
Strategic Tip #4: Strive to always keep your news releases to a single page.
Strategic Tip #5: Always place your header, contact information and release date at the top of your news release.
Strategic Tip #6: Use short sentences in your news release.
Strategic Tip #7: Double-space your lines in your news release.
Strategic Tip #8: Always carefully proofread your news release for spelling and grammar errors.
Strategic Tip #9: Write a news release about new products and/or services and their unique benefits.
Strategic Tip #10: Write a news release about the results of an online survey or poll you have conducted and highlight interesting trends or impacts.
Strategic Tip #11: Write a news release about an award you or your business has won.
Strategic Tip #12: Write a news release about a famous person or celebrity endorsement of your product or service.
Strategic Tip #13: Write a news release about a celebrity or well-known speaker you are hosting at an event.
Strategic Tip #14: Write a news release about a new book or newsletter you have authored.
Strategic Tip #15: write a news release about an appearance or speaking engagement you have before a well-known or recognized association, club, professional society, etc.
The Wind Up & The Pitch
Successfully pitching a story idea to the media is just good marketing. Follow a few simple marketing rules, then wind up and let ‘er rip.
Just as in marketing, we first need to develop a positioning statement for the product: our story idea. Write a brief outline, including the proposed angle for the story, possible news hooks and the people who would be appropriate to interview for the piece. Any supporting statistics would be a bonus.
So, let’s say your story idea is about the changing face of advertising, which has not kept up with market changes like the Internet, the downsizing of corporate America and the decline of the mass media.
Your angle is focused on a new type of marketing firm that is made up of independent freelancers, who have left the agency world. The firm has low overhead because it assembles only the highly experienced freelance experts it needs for the project and then disbands once the project is complete. Corporations are hiring the firm because they have downsized and gone lean, so they understand and appreciate the firm’s model.
News hooks include a recent layoff at mega-agency Cambell Mithun and the loss of the GM account at McCann-Erickson. Additionally, what little growth there has been in ad revenues is moving away from traditional media - where old-line agencies are comfortable - toward the online environment.
Who to interview? Why, My Creative Team’s partners, of course, and Stuart Elliott, advertising columnist at the New York Times.
Got supporting statistics? “U.S. advertising spending will rise less this year than forecast earlier by TNS Media Intelligence, climbing 1.7 percent, to $152.3 billion, as small businesses limit spending and bigger companies shift money to the Internet and away from traditional mass media.”
Now, we need to define our audience. This is a story for a business reporter at a daily newspaper or a business publication. In my market, it would be The Charlotte Observer, Charlotte Business Journal or Business North Carolina Magazine.
Identify the appropriate reporters or editors, do a little research on their interests, how they prefer to be contacted, and recent stories they have covered. With this knowledge in hand, pitch away.
Just as in marketing, we first need to develop a positioning statement for the product: our story idea. Write a brief outline, including the proposed angle for the story, possible news hooks and the people who would be appropriate to interview for the piece. Any supporting statistics would be a bonus.
So, let’s say your story idea is about the changing face of advertising, which has not kept up with market changes like the Internet, the downsizing of corporate America and the decline of the mass media.
Your angle is focused on a new type of marketing firm that is made up of independent freelancers, who have left the agency world. The firm has low overhead because it assembles only the highly experienced freelance experts it needs for the project and then disbands once the project is complete. Corporations are hiring the firm because they have downsized and gone lean, so they understand and appreciate the firm’s model.
News hooks include a recent layoff at mega-agency Cambell Mithun and the loss of the GM account at McCann-Erickson. Additionally, what little growth there has been in ad revenues is moving away from traditional media - where old-line agencies are comfortable - toward the online environment.
Who to interview? Why, My Creative Team’s partners, of course, and Stuart Elliott, advertising columnist at the New York Times.
Got supporting statistics? “U.S. advertising spending will rise less this year than forecast earlier by TNS Media Intelligence, climbing 1.7 percent, to $152.3 billion, as small businesses limit spending and bigger companies shift money to the Internet and away from traditional mass media.”
Now, we need to define our audience. This is a story for a business reporter at a daily newspaper or a business publication. In my market, it would be The Charlotte Observer, Charlotte Business Journal or Business North Carolina Magazine.
Identify the appropriate reporters or editors, do a little research on their interests, how they prefer to be contacted, and recent stories they have covered. With this knowledge in hand, pitch away.
5 PR Power Tips
Love them or hate them, these ladies are major power-brokers of a gem that is more scarce and precious today than diamonds: Attention.
There are powerful self-promotion lessons to be learned from these ladies. Here are 5 PR Power tips that you can apply to get your business and ideas the attention and name recognition that you deserve.
1. Let your personality shine through Drop the grey, corporate speak already, let your own unique personality shine. Share more about your own story. What personal challenges did you have to overcome to get where you are today? Are you a natural at what you do? When did you realize that you were going to make this your chosen career?
2. Share your problems and challenges Jessica Simpson’s popularity soared when news of her crumbling marriage surfaced. We relate easily to others who are facing problems that we are struggling with ourselves. So inspire your target audience to continue working to overcome their challenges, by sharing your own personal battles and triumphs.
3. Develop your own fans, who can share your story for you. The average joe can give you a brief life overview of Paris, Madonna and Jessica in fifty words or less. Are you leveraging the experiences of your satisfied clients to tell your story?
When a client is pleased with your services, get more than a verbal thank-you. Get them to send in a letter, preferably with a picture of them using your product, that you can use as a testimonial.
4. Move beyond the boring, traditional boundaries Madonna has successfully reinvented herself decade after decade by taking calculated risks, by pushing the boundaries. Likewise, you can raise your profile by stepping outside your industry soap box. Support local charities with more than just a check, start up your own awards service, start a podcast. Remember no one ever talks about the plain vanilla.
5. Escape the perfection trap Name any major talent that Paris Hilton has?At best she’s an ok actress and a sub par cover singer, but she does not let that stop her from putting her work out there.
Stop waiting for your ideas, projects to be perfect, they’ll never be. Do the best that you can to get your ideas out there and let your audience tell you what’s good enough.
As the level of advertising noise and daily distractions continues to rise, finding a way to get noticed in your marketplace is becoming harder and harder.
Free publicity is now even more valuable than paid advertising, as your audience becomes more time strapped, ad weary and cynical.
So what’s a hard working author, real estate agent, chiropractor or small business owner to do to get a share of the publicity goldmine- if they don’t have the family fortune to hire a publicist on a $10K monthly retainer?
Fortunately with the rise of web2.0 and user generated content, web 2.0 publicity is turning many mom and pops shops into local celebrities in their back yard.
The key is the ability to win the web2.0 publicity game. The lowest hanging goalpost in the web2.0 free publicity game is setting up an effective MySpace profile.
The best part is that MySpace is free to join and you can establish your own profile in a matter of five minutes or less, with a host of free tools that MySpace places at your fingertips. See you on the inside
There are powerful self-promotion lessons to be learned from these ladies. Here are 5 PR Power tips that you can apply to get your business and ideas the attention and name recognition that you deserve.
1. Let your personality shine through Drop the grey, corporate speak already, let your own unique personality shine. Share more about your own story. What personal challenges did you have to overcome to get where you are today? Are you a natural at what you do? When did you realize that you were going to make this your chosen career?
2. Share your problems and challenges Jessica Simpson’s popularity soared when news of her crumbling marriage surfaced. We relate easily to others who are facing problems that we are struggling with ourselves. So inspire your target audience to continue working to overcome their challenges, by sharing your own personal battles and triumphs.
3. Develop your own fans, who can share your story for you. The average joe can give you a brief life overview of Paris, Madonna and Jessica in fifty words or less. Are you leveraging the experiences of your satisfied clients to tell your story?
When a client is pleased with your services, get more than a verbal thank-you. Get them to send in a letter, preferably with a picture of them using your product, that you can use as a testimonial.
4. Move beyond the boring, traditional boundaries Madonna has successfully reinvented herself decade after decade by taking calculated risks, by pushing the boundaries. Likewise, you can raise your profile by stepping outside your industry soap box. Support local charities with more than just a check, start up your own awards service, start a podcast. Remember no one ever talks about the plain vanilla.
5. Escape the perfection trap Name any major talent that Paris Hilton has?At best she’s an ok actress and a sub par cover singer, but she does not let that stop her from putting her work out there.
Stop waiting for your ideas, projects to be perfect, they’ll never be. Do the best that you can to get your ideas out there and let your audience tell you what’s good enough.
As the level of advertising noise and daily distractions continues to rise, finding a way to get noticed in your marketplace is becoming harder and harder.
Free publicity is now even more valuable than paid advertising, as your audience becomes more time strapped, ad weary and cynical.
So what’s a hard working author, real estate agent, chiropractor or small business owner to do to get a share of the publicity goldmine- if they don’t have the family fortune to hire a publicist on a $10K monthly retainer?
Fortunately with the rise of web2.0 and user generated content, web 2.0 publicity is turning many mom and pops shops into local celebrities in their back yard.
The key is the ability to win the web2.0 publicity game. The lowest hanging goalpost in the web2.0 free publicity game is setting up an effective MySpace profile.
The best part is that MySpace is free to join and you can establish your own profile in a matter of five minutes or less, with a host of free tools that MySpace places at your fingertips. See you on the inside
Socialize Successfully With Your Boss and Employees
During the twenty-three years I spent in management, there were many occasions when I participated in social events with my employees. Likewise, I attended parties where my supervisors were present.
By participating in hundreds of receptions, dinners, celebrations, award ceremonies, fund raising campaign kickoffs and other out of the office happenings, I have learned which communication behaviors work and which ones backfire.
You will agree that, handled wisely, social time with employees can boost morale. Employees welcome chances to get to know the boss as a person, not just a manager. During the frenetic work week, they encounter the boss as the source of discipline, assignments, occasional reprimands and, typically, very little personal chit chat. So it's refreshing to be around the supervisor when she showcases her humor, asks about your family and hobbies, and gives an unrestrained laugh.
However, both employees and bosses should be aware that the social scene does not erase the workplace lines of authority. Example: Because the boss likes your personality at a party does not mean you will get the next promotion, which depends instead on your professional skills.
Here are seven guidelines that every employer and employee should keep in mind for after-hours mingling:
ONE: Avoid off color humor. The jokes you would tell your golf buddies could jeopardize your professional reputation if you share them with workplace colleagues, no matter how informal the setting. True, they might laugh out of courtesy, or maybe from discomfort. Yet you risk losing their respect. Play safe. Don't tell any joke that you wouldn't tell at an office staff meeting.
TWO: Refrain from touching, other than a handshake greeting, unless you happen to go dancing with the group. Draping an arm around a colleague might prompt an eventual lawsuit, especially when you don't give that person an expected raise. And the employee who caresses the boss can create an image of fakery and pandering.
THREE: Drink moderately. Every year, holiday parties, company picnics and similar outings become career graveyards for bosses and employees who want to become "the life of the party."
Sometimes we assume that two more drinks will help us talk more easily. That's a mistake. Two more drinks will encourage you to talk more--period. The impaired speaking and unsteady walk that follow those extra cocktails could brand you: "lush," "a drunk," "undisciplined," or something similar.
Along those lines, never mention that drinking is important to you. Stay away from "Nothing like a stiff drink at the end of the day to help a guy unwind." Whimsically, we slip into comments like that, such as "Thought that bartender would never bring our order." Although you are trying to inject a bit of levity into the conversation, the quips could backfire, categorizing you as a problem drinker.
FOUR: Make sure you circulate among everyone present, not just the managerial group you feel most comfortable with. The person who talks with his or her clique and avoids everyone else nullifies the inclusive good will the event is intended to foster. Spend time with line employees as well as "the suits."
FIVE: Avoid shop talk. Demonstrate that you have an interesting, meaningful life away from the corporation. Nobody wants to hear your opinions about a five year plan, a drop in sales or the employee you had to fire. As an old song advises, "talk happy talk, things that people like to hear."
Stay well informed about major sporting events, releases of new movies, great places to vacation, new restaurants your friends have recommended, bestselling books and national events. Definitely, party goers want to talk about them, not corporate problems and plans.
SIX: Listen attentively. Good listeners become our favorite people. We move away from motormouths who dominate conversations. Encourage others to talk, with comments like "very interesting," "tell me more," and "What happened next?" When Stephen Covey wrote 7 Habits of Highly Effective People, he titled chapter five, "Seek first to understand, and then to be understood." Follow that advice, and you'll become the hit of the company's social outing.
SEVEN: Mind your manners. If the occasion includes a meal, pay special attention to your table etiquette. You want to look like you belong at top-tier banquets. Illustrate that you have acquired polish and grace.
By participating in hundreds of receptions, dinners, celebrations, award ceremonies, fund raising campaign kickoffs and other out of the office happenings, I have learned which communication behaviors work and which ones backfire.
You will agree that, handled wisely, social time with employees can boost morale. Employees welcome chances to get to know the boss as a person, not just a manager. During the frenetic work week, they encounter the boss as the source of discipline, assignments, occasional reprimands and, typically, very little personal chit chat. So it's refreshing to be around the supervisor when she showcases her humor, asks about your family and hobbies, and gives an unrestrained laugh.
However, both employees and bosses should be aware that the social scene does not erase the workplace lines of authority. Example: Because the boss likes your personality at a party does not mean you will get the next promotion, which depends instead on your professional skills.
Here are seven guidelines that every employer and employee should keep in mind for after-hours mingling:
ONE: Avoid off color humor. The jokes you would tell your golf buddies could jeopardize your professional reputation if you share them with workplace colleagues, no matter how informal the setting. True, they might laugh out of courtesy, or maybe from discomfort. Yet you risk losing their respect. Play safe. Don't tell any joke that you wouldn't tell at an office staff meeting.
TWO: Refrain from touching, other than a handshake greeting, unless you happen to go dancing with the group. Draping an arm around a colleague might prompt an eventual lawsuit, especially when you don't give that person an expected raise. And the employee who caresses the boss can create an image of fakery and pandering.
THREE: Drink moderately. Every year, holiday parties, company picnics and similar outings become career graveyards for bosses and employees who want to become "the life of the party."
Sometimes we assume that two more drinks will help us talk more easily. That's a mistake. Two more drinks will encourage you to talk more--period. The impaired speaking and unsteady walk that follow those extra cocktails could brand you: "lush," "a drunk," "undisciplined," or something similar.
Along those lines, never mention that drinking is important to you. Stay away from "Nothing like a stiff drink at the end of the day to help a guy unwind." Whimsically, we slip into comments like that, such as "Thought that bartender would never bring our order." Although you are trying to inject a bit of levity into the conversation, the quips could backfire, categorizing you as a problem drinker.
FOUR: Make sure you circulate among everyone present, not just the managerial group you feel most comfortable with. The person who talks with his or her clique and avoids everyone else nullifies the inclusive good will the event is intended to foster. Spend time with line employees as well as "the suits."
FIVE: Avoid shop talk. Demonstrate that you have an interesting, meaningful life away from the corporation. Nobody wants to hear your opinions about a five year plan, a drop in sales or the employee you had to fire. As an old song advises, "talk happy talk, things that people like to hear."
Stay well informed about major sporting events, releases of new movies, great places to vacation, new restaurants your friends have recommended, bestselling books and national events. Definitely, party goers want to talk about them, not corporate problems and plans.
SIX: Listen attentively. Good listeners become our favorite people. We move away from motormouths who dominate conversations. Encourage others to talk, with comments like "very interesting," "tell me more," and "What happened next?" When Stephen Covey wrote 7 Habits of Highly Effective People, he titled chapter five, "Seek first to understand, and then to be understood." Follow that advice, and you'll become the hit of the company's social outing.
SEVEN: Mind your manners. If the occasion includes a meal, pay special attention to your table etiquette. You want to look like you belong at top-tier banquets. Illustrate that you have acquired polish and grace.
Promoting Your MLM Business Using Press Releases
Press releases are used to tell the world about your business. They are ideal for promoting any type of business, particularly MLM Businesses. Press releases are used for a variety of reasons and in a variety of different mediums such as newspapers, television, radio, magazines, and the most popular medium, the internet. In this article, we will discuss press releases and how they can benefit your Multi Level Marketing business, when used properly.
What Is A Press Release?
A press release is an announcement issued by your business to specific publications and news related media. The press release increases public awareness of developments and activities within your company. Essentially, a press release is a statement made by your company to promote a person, event, or product that occurs within your MLM business.
Typically, press releases are used solitarily and sent to any of the chosen mediums via postal mail, fax, or email. However, many companies choose to make press releases an integral part of their complete press kits or send along with a pitch letter sent to potential investors, distributors, or clients.
When Should A Press Release Be Used?
This is perhaps the most fundamental aspect of concern for any MLM business. When is a press release appropriate?
A press release should only be used when you have something news worthy to portray. A press release has a specific format that must be followed and in general, it is the same for most all mediums. With that being said, here is a guide you can follow for understanding rather any aspect of your MLM business is press release worthy.
1. Grand Opening - When you first open your MLM business, this is an appropriate time for a press release. It create exposure and knowledge of your business.2. New Partner - If you have brought a new partner into the mix, this is news worthy and again, creates exposure.3. New Products - If you have added an exciting line of new products to your MLM business, this is press release worthy news.4. New Divisions - If you have added a new division within your company, let the world know with a press release.5. Events - Huge sales, customer appreciation, and other major events within your company are press release worthy.
It is important to remember that press releases are only used for news worthy items. You have to have actual news, it cannot be simply because you feel like writing a press release. It has to tell a story, portray news, and give your customers a reason to read the release.
How Can Press Releases Grow Your Business?
Essentially, press releases are free advertisements. If well written, they can increase awareness, knowledge, and interest in your MLM business. Consider all the money you spend on advertising, well, a well-formed and properly distributed press release can create more revenue than your advertising campaigns put together, and the best part, is that it's free.
If you have something to say, news, that is exciting to the general public, you will find that your MLM business begins to prosper. You will see more sales, more interest, and more visits altogether.
Tips For Writing A Successful Press Release
The following are some tips that will help your write your press release successfully.
1. Find your angle - What is your news? What will grab the attention of a reporter and a reader? 2. Remember The Format - Company Logo, Contact Information, FOR IMMEDIATE RELEASE (or date of release), Title, Sub-Title, Body, Boiler Plate, and Company Information.3. Make a Great Headline - It has to attract, inform, and lure the reader. 4. Keep to the facts - Don't hype up your company, don't sell your company, and definitely don't fluff. Lead in with solid and hard-core, verifiable facts.5. Quotes - Use them, but sparingly and appropriately. Make sure they are exact and in the proper format. Attribute the quotes to its source.6. Phrases - Some phrases instill boredom and instant dislike. Avoid using phrases that are "hype-like", such as state of the art, unique, and breakthrough.7. 3rd Person - Never write a press release and use the first person perspective. Avoid using instances of we or I, unless these words are used in an exact quote.8. Length - Your press release does not need to be several pages long. Keep it at a maximum of two pages, but shoot for a one page press release.
What Is A Press Release?
A press release is an announcement issued by your business to specific publications and news related media. The press release increases public awareness of developments and activities within your company. Essentially, a press release is a statement made by your company to promote a person, event, or product that occurs within your MLM business.
Typically, press releases are used solitarily and sent to any of the chosen mediums via postal mail, fax, or email. However, many companies choose to make press releases an integral part of their complete press kits or send along with a pitch letter sent to potential investors, distributors, or clients.
When Should A Press Release Be Used?
This is perhaps the most fundamental aspect of concern for any MLM business. When is a press release appropriate?
A press release should only be used when you have something news worthy to portray. A press release has a specific format that must be followed and in general, it is the same for most all mediums. With that being said, here is a guide you can follow for understanding rather any aspect of your MLM business is press release worthy.
1. Grand Opening - When you first open your MLM business, this is an appropriate time for a press release. It create exposure and knowledge of your business.2. New Partner - If you have brought a new partner into the mix, this is news worthy and again, creates exposure.3. New Products - If you have added an exciting line of new products to your MLM business, this is press release worthy news.4. New Divisions - If you have added a new division within your company, let the world know with a press release.5. Events - Huge sales, customer appreciation, and other major events within your company are press release worthy.
It is important to remember that press releases are only used for news worthy items. You have to have actual news, it cannot be simply because you feel like writing a press release. It has to tell a story, portray news, and give your customers a reason to read the release.
How Can Press Releases Grow Your Business?
Essentially, press releases are free advertisements. If well written, they can increase awareness, knowledge, and interest in your MLM business. Consider all the money you spend on advertising, well, a well-formed and properly distributed press release can create more revenue than your advertising campaigns put together, and the best part, is that it's free.
If you have something to say, news, that is exciting to the general public, you will find that your MLM business begins to prosper. You will see more sales, more interest, and more visits altogether.
Tips For Writing A Successful Press Release
The following are some tips that will help your write your press release successfully.
1. Find your angle - What is your news? What will grab the attention of a reporter and a reader? 2. Remember The Format - Company Logo, Contact Information, FOR IMMEDIATE RELEASE (or date of release), Title, Sub-Title, Body, Boiler Plate, and Company Information.3. Make a Great Headline - It has to attract, inform, and lure the reader. 4. Keep to the facts - Don't hype up your company, don't sell your company, and definitely don't fluff. Lead in with solid and hard-core, verifiable facts.5. Quotes - Use them, but sparingly and appropriately. Make sure they are exact and in the proper format. Attribute the quotes to its source.6. Phrases - Some phrases instill boredom and instant dislike. Avoid using phrases that are "hype-like", such as state of the art, unique, and breakthrough.7. 3rd Person - Never write a press release and use the first person perspective. Avoid using instances of we or I, unless these words are used in an exact quote.8. Length - Your press release does not need to be several pages long. Keep it at a maximum of two pages, but shoot for a one page press release.
Master Media Interviews - 10 Tips
1. Bridge. When done correctly, a bridge takes you from the reporter’s agenda to your agenda without making it seem as though you’re avoiding the question. First, answer the question as briefly as possible, then bridge (make a transition) to get to one of your key messages. Bridges are endless, everything from "but" to "what's even more important" to "another way to look at that is."
2. Hold your ground. Don’t let reporters get you to say more than you want to say about a particular answer. Stick to your messages. Don’t feel you have to come up with a new answer just because they ask the same question over again. Repeat what you've already said in different language or with additional proof points. If you don’t know an answer, say so, and offer to get the information.
3. Stay positive and keep your cool. Never repeat a reporter’s negative or inflammatory language, even to deny it. Once those words get put in your mouth, they will overwhelm anything positive you say afterwards. What is Richard Nixon's most famous quote? "I am not a crook." What's most memorable is the word "crook." Much better to start with a positive: "I am an honest man." Also ever get defensive or lose your temper, even if you feel you have a right to. You'll be the one who ends up looking bad.
4. Be clear and concise. Keep your answers short and to the point. Boil down information for the interviewer. Make your answers simple and understandable. Avoid jargon and acronyms that neither reporters nor the audience will understand.
5. Invert the triangle. Start with the most important part of your answer, the bottom line or summary statement. This "billboard" statement helps frame your answer, making it more likely reporters will hear your most important point before their eyes glaze over. It also makes it easier for them to follow the rest of your answer.
6. Use colorful statements. You are more likely to get quoted if your answers are colorful, pithy, and interesting.
7. Pause before you answer. A pause lets you think before you open your mouth. Make the pause silent (no “ums” or “ahs”) and maintain eye contact. And don't let reporters put words in your mouth. Say what you want to say. If a reporter says, “So what you're saying is … ”, you reply: “No, what I'm saying is … ”
8. Don’t predict or speculate. Your words may come back to haunt you later. Only talk about what you know for sure. "I can't speculate on that, but what I can tell you is..."
9. Don’t go off the record. You’re bound to get burned some day if you play this game. Assume that everything you say might be printed.
10. Don’t fill silences. Don’t let silence trap you into saying more than you want to say.
Bonus tip: Stay on guard. Whether or not the microphone is on or pens are in their hand, reporters are always listening and can use anything they hear. Be careful at trade shows, cocktail parties, or when dining with a journalist. Reporters are never just “socializing.”
2. Hold your ground. Don’t let reporters get you to say more than you want to say about a particular answer. Stick to your messages. Don’t feel you have to come up with a new answer just because they ask the same question over again. Repeat what you've already said in different language or with additional proof points. If you don’t know an answer, say so, and offer to get the information.
3. Stay positive and keep your cool. Never repeat a reporter’s negative or inflammatory language, even to deny it. Once those words get put in your mouth, they will overwhelm anything positive you say afterwards. What is Richard Nixon's most famous quote? "I am not a crook." What's most memorable is the word "crook." Much better to start with a positive: "I am an honest man." Also ever get defensive or lose your temper, even if you feel you have a right to. You'll be the one who ends up looking bad.
4. Be clear and concise. Keep your answers short and to the point. Boil down information for the interviewer. Make your answers simple and understandable. Avoid jargon and acronyms that neither reporters nor the audience will understand.
5. Invert the triangle. Start with the most important part of your answer, the bottom line or summary statement. This "billboard" statement helps frame your answer, making it more likely reporters will hear your most important point before their eyes glaze over. It also makes it easier for them to follow the rest of your answer.
6. Use colorful statements. You are more likely to get quoted if your answers are colorful, pithy, and interesting.
7. Pause before you answer. A pause lets you think before you open your mouth. Make the pause silent (no “ums” or “ahs”) and maintain eye contact. And don't let reporters put words in your mouth. Say what you want to say. If a reporter says, “So what you're saying is … ”, you reply: “No, what I'm saying is … ”
8. Don’t predict or speculate. Your words may come back to haunt you later. Only talk about what you know for sure. "I can't speculate on that, but what I can tell you is..."
9. Don’t go off the record. You’re bound to get burned some day if you play this game. Assume that everything you say might be printed.
10. Don’t fill silences. Don’t let silence trap you into saying more than you want to say.
Bonus tip: Stay on guard. Whether or not the microphone is on or pens are in their hand, reporters are always listening and can use anything they hear. Be careful at trade shows, cocktail parties, or when dining with a journalist. Reporters are never just “socializing.”
Tuesday, July 24, 2007
More Strategic PR Advice From Your PR Doctor
Did you ever wonder why your news release never resulted in an article or story in the media to which it was sent? Or did you ever wonder if the release was ever read? Do you know why some news releases always get tossed into the wastebasket? Your strategic thinking business coach shares the following tips for your news releases that will help get them on the news desk instead of in the news wastebasket.
Strategic Tip #1: Make your news release sound like news, not like an advertisement.
Strategic Tip #2: Send your news releases only to the media that are related to the topic of your news release.
Strategic Tip #3: Develop an attention-getting headline for your news release.
Strategic Tip #4: Strive to always keep your news releases to a single page.
Strategic Tip #5: Always place your header, contact information and release date at the top of your news release.
Strategic Tip #6: Use short sentences in your news release.
Strategic Tip #7: Double-space your lines in your news release.
Strategic Tip #8: Always carefully proofread your news release for spelling and grammar errors.
Strategic Tip #9: Write a news release about new products and/or services and their unique benefits.
Strategic Tip #10: Write a news release about the results of an online survey or poll you have conducted and highlight interesting trends or impacts.
Strategic Tip #11: Write a news release about an award you or your business has won.
Strategic Tip #12: Write a news release about a famous person or celebrity endorsement of your product or service.
Strategic Tip #13: Write a news release about a celebrity or well-known speaker you are hosting at an event.
Strategic Tip #14: Write a news release about a new book or newsletter you have authored.
Strategic Tip #15: write a news release about an appearance or speaking engagement you have before a well-known or recognized association, club, professional society, etc.
Strategic Tip #1: Make your news release sound like news, not like an advertisement.
Strategic Tip #2: Send your news releases only to the media that are related to the topic of your news release.
Strategic Tip #3: Develop an attention-getting headline for your news release.
Strategic Tip #4: Strive to always keep your news releases to a single page.
Strategic Tip #5: Always place your header, contact information and release date at the top of your news release.
Strategic Tip #6: Use short sentences in your news release.
Strategic Tip #7: Double-space your lines in your news release.
Strategic Tip #8: Always carefully proofread your news release for spelling and grammar errors.
Strategic Tip #9: Write a news release about new products and/or services and their unique benefits.
Strategic Tip #10: Write a news release about the results of an online survey or poll you have conducted and highlight interesting trends or impacts.
Strategic Tip #11: Write a news release about an award you or your business has won.
Strategic Tip #12: Write a news release about a famous person or celebrity endorsement of your product or service.
Strategic Tip #13: Write a news release about a celebrity or well-known speaker you are hosting at an event.
Strategic Tip #14: Write a news release about a new book or newsletter you have authored.
Strategic Tip #15: write a news release about an appearance or speaking engagement you have before a well-known or recognized association, club, professional society, etc.
Monday, June 11, 2007
Is the Press Release Dead?
Anyone who has ever tried to write & distribute a press release may have despaired when it was not immediately picked up by the major media outlets and run, 24-7, on CNN, NBC, CBS, and Page One of the Wall Street Journal. What went wrong? Do reporters still read press releases, or do they select their stories in secret, cupcake-fueled meetings held in underground caves?
While searching for an answer, we happened to meet Richard Brandt, a veteran Business Week reporter who now consults with hi-tech entrepreneurs on how to talk to the business press. He's also writing a book about Google. As someone who spent more than 15 years on the other side of the press release, Richard knows what reporters want--and don't want--from press-release-writing entrepreneurs. Following is our summary of his advice.
1. Save the Spam for BreakfastOne of Brandt's pet peeves occurred when executives would call or e-mail him with a pitch on a topic that fell completely outside of his beat. Entrepreneurs who came to him without any knowledge of his interests were treated with the same ignorance with which they treated him. He avoided them. Ditto for spammed press releases.
So, how *do* you reach a stressed out journalist with an idea you think will truly interest readers?
2. Change Thy Attitude, GrasshopperJournalists are a lot like us. They respond to folks who have something of value to offer and who are interested in long-term relationships. It follows that the best way to approach them is with with a spirit of giving. Rather than immediately asking a journalist to write about your company, offer her a tidbit of industry gossip or other useful insider information. When you change your attitude, you can't help but also change your approach. And your results.
Which leads us to research.
3. Do Your HomeworkSearch for relevant articles in a niche magazine or other publication, and find the reporter who has covered that topic. Now, read the other articles that reporter has written. When you've done your homework, you can approach reporters as someone who is genuinely interested in helping them. This simple step will position you light years ahead of your competitors--including many PR agencies. You can't help but stand out.
4. Cultivate a SoulmateIf you happen to have any insider information or connections, e-mail or call the reporter telling him you really enjoyed his article on X, and have some information on Y you think would be of interest. Everyone likes to be appreciated, and it's particularly welcome after a day of spam & solicitations.
5. No Hit-and-RunsDon't expect to get instant coverage. Most people are offended by the idea of an immediate quid pro quo. Instead, focus on developing a long-term relationship with your reporter in which you position yourself as an expert on her topic. And where you give more than you receive. This builds your credibility. When the reporter is ready to write another story on this topic (or, when you're ready to write your next press release), your name will be on the tip of her tongue.
While searching for an answer, we happened to meet Richard Brandt, a veteran Business Week reporter who now consults with hi-tech entrepreneurs on how to talk to the business press. He's also writing a book about Google. As someone who spent more than 15 years on the other side of the press release, Richard knows what reporters want--and don't want--from press-release-writing entrepreneurs. Following is our summary of his advice.
1. Save the Spam for BreakfastOne of Brandt's pet peeves occurred when executives would call or e-mail him with a pitch on a topic that fell completely outside of his beat. Entrepreneurs who came to him without any knowledge of his interests were treated with the same ignorance with which they treated him. He avoided them. Ditto for spammed press releases.
So, how *do* you reach a stressed out journalist with an idea you think will truly interest readers?
2. Change Thy Attitude, GrasshopperJournalists are a lot like us. They respond to folks who have something of value to offer and who are interested in long-term relationships. It follows that the best way to approach them is with with a spirit of giving. Rather than immediately asking a journalist to write about your company, offer her a tidbit of industry gossip or other useful insider information. When you change your attitude, you can't help but also change your approach. And your results.
Which leads us to research.
3. Do Your HomeworkSearch for relevant articles in a niche magazine or other publication, and find the reporter who has covered that topic. Now, read the other articles that reporter has written. When you've done your homework, you can approach reporters as someone who is genuinely interested in helping them. This simple step will position you light years ahead of your competitors--including many PR agencies. You can't help but stand out.
4. Cultivate a SoulmateIf you happen to have any insider information or connections, e-mail or call the reporter telling him you really enjoyed his article on X, and have some information on Y you think would be of interest. Everyone likes to be appreciated, and it's particularly welcome after a day of spam & solicitations.
5. No Hit-and-RunsDon't expect to get instant coverage. Most people are offended by the idea of an immediate quid pro quo. Instead, focus on developing a long-term relationship with your reporter in which you position yourself as an expert on her topic. And where you give more than you receive. This builds your credibility. When the reporter is ready to write another story on this topic (or, when you're ready to write your next press release), your name will be on the tip of her tongue.
How to Write a Press Release That Will Grab an Editor's Attention
Writing a press release really isn’t that difficult, if you know what you’re doing. Press releases all follow a certain format and once you have the format down all you have to do is come up with interesting copy. But, like I said, first you must learn the basic format.
Note: Always write a hard copy press release on your company letterhead or letterhead from the company you are writing about.
PRESS RELEASE! FOR IMMEDIATE RELEASEThis should be entirely in capital letters and centered if hard copy or in the upper left margin if sent electronically.
Contact InformationThis is where you place the name of whom the editor should contact for more information regarding the release, as well as an appropriate phone number, fax number, and email address.
HeadlineA good headline is essential in order to capture an editor’s interest and make him want to read more.
DatelinePlace the name of the city the press release is issued from and the date the release is being written.
Lead ParagraphBegin the lead paragraph with a strong hook to draw the reader in and make him want to read more. This paragraph will briefly – in two or three sentences – give the reader all the vital information in a way interesting enough to make him want to print your story, even if he weren’t to read another word (remember, editors are extremely busy and if you don’t hook them now chances are you won’t).
Make sure you’ve covered the 5 Ws you learned in basic journalism:
•Who•What•When•Where•Why
BodyThis is where you flesh out your release, that is, fill it in with more detail. A common approach is to use the inverted pyramid technique of giving the information in a most to least important structure. This is also the place to put in a quote or two if you have them.
Company InformationAlso known as the Company Boilerplate, this area is where you get to reveal a little about the company or give a brief company history. This can also be about a company product or service that is relevant to the press release.
Contact InformationUse this area to provide the public with the contact information you want them to use; name and phone number of contact person or business, web address, mailing address, etc.
Note: Always write a hard copy press release on your company letterhead or letterhead from the company you are writing about.
PRESS RELEASE! FOR IMMEDIATE RELEASEThis should be entirely in capital letters and centered if hard copy or in the upper left margin if sent electronically.
Contact InformationThis is where you place the name of whom the editor should contact for more information regarding the release, as well as an appropriate phone number, fax number, and email address.
HeadlineA good headline is essential in order to capture an editor’s interest and make him want to read more.
DatelinePlace the name of the city the press release is issued from and the date the release is being written.
Lead ParagraphBegin the lead paragraph with a strong hook to draw the reader in and make him want to read more. This paragraph will briefly – in two or three sentences – give the reader all the vital information in a way interesting enough to make him want to print your story, even if he weren’t to read another word (remember, editors are extremely busy and if you don’t hook them now chances are you won’t).
Make sure you’ve covered the 5 Ws you learned in basic journalism:
•Who•What•When•Where•Why
BodyThis is where you flesh out your release, that is, fill it in with more detail. A common approach is to use the inverted pyramid technique of giving the information in a most to least important structure. This is also the place to put in a quote or two if you have them.
Company InformationAlso known as the Company Boilerplate, this area is where you get to reveal a little about the company or give a brief company history. This can also be about a company product or service that is relevant to the press release.
Contact InformationUse this area to provide the public with the contact information you want them to use; name and phone number of contact person or business, web address, mailing address, etc.
The 10 Commandments of Press Releases
In baseball, it’s said that you know an umpire is top-notch when you never notice his presence. If he’s doing his job, he won’t call attention to himself in any way. It’s much the same for the writer of a press release. When the recipient of a release focuses only on its content -- and not on its creation -- the writer has succeeded. With that in mind, here's The 10 Commandments of Press Releases:
1. Thou Shalt Be Professional. No goofy fonts, rainbow paper or silly gimmicks. Even lighthearted press releases represent a communication between one professional and another.
2. Thou Shalt Not Be Promotional. If you can’t get enough objective distance from your company to write a press release that’s not filled with hype and puffery, hire someone to write it for you.
3. Thou Shalt Not Be Boring. Even the driest subject matter allows for some sparks of creativity. Journalists like knowing that there’s a human being communicating with them, not some corporate robot.
4. Thou Shalt Be Brief. Learn to cut out extraneous words. Keep your sentences short. Include only the points necessary to sell the story. The well-crafted one page press release is a thing of beauty.
5. Thou Shalt Know Thy Recipient. A features or lifestyle editor is a very different creature from a city desk editor. If you’re promoting the opening of a new winery, the food and wine editor may be interested in all the details about what kind of aging process and wine press you’re using. The city desk editor just wants to know when the grand opening is and what’s going to happen there.
6. Thou Shalt Use The Proper Tense. When writing a hard news release -- a contract signing, a stock split, a major announcement, etc.) use the past tense (Acme Industries has changed its name to AcmeCo, the company announced today...) When writing a soft news release -- a trend story, a personal profile, etc. -- use the present tense (Jane Smith is one of the best marathon runners over 40. She’s also blind. Thanks to new technology from AcmeCo, Jane is able to...).
7. Thou Shalt Think Visually. A press release is more than words -- it’s a visual document that will first be assessed by how it looks.
I’m referring to more than font size or letterhead. I’m talking about the actual layout of the words. Whether received by mail, fax or e-mail, a journalist -- often unconsciously -- will make decisions about whether to read the release based on how the release is laid out. Big blocks of text and long paragraphs are daunting and uninviting. Short paragraphs and sentences make for a much more visually inviting look.
When writing a non-hard news release, I often use a simple formula -- the lead paragraph should be one or two sentences at most. The next paragraph should be very, very short.
Like this.
8. Thou Shalt Tell A Story. How to arrange the facts of a hard news release is pretty much cut and dried. The old "who, what, when, where and how" lead and "inverted pyramid" concepts still hold. (Rather than engage you in a course in basic newswriting, I’ll direct you to a really good discussion of what the inverted pyramid is.. Thou Shalt Not Bear False Witness. This may seem an obvious point, but it always bears repeating.
Tell the truth.
Don’t inflate, don’t confabulate, don’t exaggerate. Don’t twist facts, don’t make up numbers, don’t make unsubstantiated claims. Any decent journalist will be able to see right through this. If you’re lucky, you’re release will just get tossed out. If you’re unlucky, you’ll be exposed.
It’s a chance not at all worth taking. Make sure every release you write is honest and on the level.
10. Thou Shalt Know Thy Limitations. Not everyone can write a press release. A good feature release, in particular, isn’t an easy thing to craft. If you just don’t feel like you have the chops to get the job done, hire a professional.
One last tip: right before you start writing your release, spend an hour or two reading your daily paper, paying special attention to stories similar in feel to yours. Immerse yourself in how the pros do it and you’ll be in the right frame of mind to tackle the job!
1. Thou Shalt Be Professional. No goofy fonts, rainbow paper or silly gimmicks. Even lighthearted press releases represent a communication between one professional and another.
2. Thou Shalt Not Be Promotional. If you can’t get enough objective distance from your company to write a press release that’s not filled with hype and puffery, hire someone to write it for you.
3. Thou Shalt Not Be Boring. Even the driest subject matter allows for some sparks of creativity. Journalists like knowing that there’s a human being communicating with them, not some corporate robot.
4. Thou Shalt Be Brief. Learn to cut out extraneous words. Keep your sentences short. Include only the points necessary to sell the story. The well-crafted one page press release is a thing of beauty.
5. Thou Shalt Know Thy Recipient. A features or lifestyle editor is a very different creature from a city desk editor. If you’re promoting the opening of a new winery, the food and wine editor may be interested in all the details about what kind of aging process and wine press you’re using. The city desk editor just wants to know when the grand opening is and what’s going to happen there.
6. Thou Shalt Use The Proper Tense. When writing a hard news release -- a contract signing, a stock split, a major announcement, etc.) use the past tense (Acme Industries has changed its name to AcmeCo, the company announced today...) When writing a soft news release -- a trend story, a personal profile, etc. -- use the present tense (Jane Smith is one of the best marathon runners over 40. She’s also blind. Thanks to new technology from AcmeCo, Jane is able to...).
7. Thou Shalt Think Visually. A press release is more than words -- it’s a visual document that will first be assessed by how it looks.
I’m referring to more than font size or letterhead. I’m talking about the actual layout of the words. Whether received by mail, fax or e-mail, a journalist -- often unconsciously -- will make decisions about whether to read the release based on how the release is laid out. Big blocks of text and long paragraphs are daunting and uninviting. Short paragraphs and sentences make for a much more visually inviting look.
When writing a non-hard news release, I often use a simple formula -- the lead paragraph should be one or two sentences at most. The next paragraph should be very, very short.
Like this.
8. Thou Shalt Tell A Story. How to arrange the facts of a hard news release is pretty much cut and dried. The old "who, what, when, where and how" lead and "inverted pyramid" concepts still hold. (Rather than engage you in a course in basic newswriting, I’ll direct you to a really good discussion of what the inverted pyramid is.. Thou Shalt Not Bear False Witness. This may seem an obvious point, but it always bears repeating.
Tell the truth.
Don’t inflate, don’t confabulate, don’t exaggerate. Don’t twist facts, don’t make up numbers, don’t make unsubstantiated claims. Any decent journalist will be able to see right through this. If you’re lucky, you’re release will just get tossed out. If you’re unlucky, you’ll be exposed.
It’s a chance not at all worth taking. Make sure every release you write is honest and on the level.
10. Thou Shalt Know Thy Limitations. Not everyone can write a press release. A good feature release, in particular, isn’t an easy thing to craft. If you just don’t feel like you have the chops to get the job done, hire a professional.
One last tip: right before you start writing your release, spend an hour or two reading your daily paper, paying special attention to stories similar in feel to yours. Immerse yourself in how the pros do it and you’ll be in the right frame of mind to tackle the job!
Garnering Advance Publicity For Your Book
You can begin your publicity efforts even before your book is published by sending out advance review copies (which are copies that are used to proof the book before the final version is published). Generally speaking, most members of the media want finished books to review so they can assure their readers that there’s a finished book available for purchase.
However, I encourage you to send advance review copies to all the major trade publications, associations, as well as to the movers and shakers in your particular field of interest. Reviews from book industry publications such as Library Journal, Publishers Weekly, and Choice could give you a great endorsement on future mailings, and quotes from them can be used on your book’s back cover if it goes into a second printing. Their reviews can also generate library sales, because these publications are followed closely by acquisition librarians.
Since they’re geared toward the book industry, these three publications want to get the word out before the general press does. That’s why they require advance review copies and are unlikely to review a book in its finished form. (However, every rule has an exception. I once notified a reviewer at Library Journal that Nannies, Maids & More: The Complete Guide for Hiring Household Help had been published and that review copies were available, and a reviewer requested a copy and reviewed it for me, even though it was in its finished form.)
I usually wait until I have finished books in hand before starting my campaign to the general interest media. Since you’re working on a budget, here’s what I do to save money. I create an A list of prospective reviewers that will receive a copy of the book for review and the media kit to go with it. (A description of what goes into a media kit follows later.) Who makes the A list? It’s a combination of media outlets that will be most important to your marketing efforts and reviewers who will be most likely to give your book a positive review. Prospective reviewers on your B list will get a “media postcard” that tells a little about the book and asks them to respond if they’d like a review copy. The B list should include reviewers at smaller-circulation publications, those who only marginally reach the market you’re seeking, or those who’d be less likely to review your book. You’ll probably have some B list prospects you’d like to put on your A list, but economics won’t allow you to do so. Creating a B list cuts down on the cost of mailing books to every prospect, but still leaves the door open to them. Remember, you’d like to get reviews from all these outlets if possible!
Your publicity materials, also known as a press or media kit, will be your first contact with the media and will be sent out with your advance review copies or finished books. Therefore, they should also be “dressed for success,” so take as much care writing and editing these materials as you took on your book. All of your printed materials should feature either your personal or business letterhead or be printed on stationery that has been designed especially for the project.
You want businesslike quality here. Badly printed materials will leave a bad impression, and handwritten notes, although personal, won’t appear businesslike. However, it’s not objectionable to include a handwritten note that points out some important aspect such as “author is local” to a prospective reviewer. Keep these notes concise.
You should also include all of your media kit information on your website so that anyone who is interested in either reviewing your book or interviewing you will instantly have access to that information and will have a way to contact you. It’s generally a good idea to include a phone number, but most people will be happy to drop you an introductory email through the website asking for more information about you and your book. The wonderful thing about using the World Wide Web is that your website is working for you twenty-four hours a day and compared to printing up a professional-looking media kit, it’s a very reasonable form of advertising.
There are also a number of websites that can increase your media exposure. For instance, I’ve developed three sites dedicated to making the task of reaching media people easier for authors. For more details, visit AuthorsandExperts.com and SchoolBookings.com. You’ll find them useful in getting the word out about your book.Your print-based media kit should include:• A press release. This is a short article, usually a single page in length, announcing that your book will be published on a specific date (or in the case of completed books, simply announcing that the book is out) and summarizing the notable elements of the book. It’s also good to talk briefly about your expertise with the subject matter.• A single-page biography. Don’t include a lengthy resume. Stay focused on how your background directly relates to your book.• A sample of the book’s cover art (you should have about 100 to 500 extra book covers printed for publicity purposes at the time your book is printed) and a photograph.• If you plan to publish more books, it will be worthwhile to include any brochures or other materials that you use to market your publishing company.• A cover letter explaining that you’re sending your book along for review. If you want to increase your chances of having your book reviewed, you must do your homework. Find out who’s in charge of book reviews at each newspaper, magazine, or broadcast outlet you plan to approach. If you’re sending a book to an expert for an endorsement, explain why you chose to send them a book (usually because they’re experts in the field your book covers) and politely ask for comments that you can quote. In this age of litigation, you might also want to create a release form that will give you the express permission to use their quotes for marketing your book. If you can afford the time and expense, it’s good to call beforehand to gauge the expert’s interest.• Many authors put all their media kit materials into a folder. It can be as simple as a colored folder from an office supply store or more elaborate, including the logo and contact information of the publishing company. Since you’re working on a budget, it’s important to remember that a folder is a courtesy to recipients to keep your press kit neatly organized, so buy folders with that simple function in mind. A solid-color folder will stand out and allows you to insert a business card over one of the pockets. What goes into the folder is more important than the folder itself.
As for your B list prospects, the media postcards you send them should be professionally written, designed, and printed. It’s important to put your best face on, since this will be your B list’s first contact with you. Your postcard needs to entice a reviewer to request your book, so include a representation of the cover, a brief (but compelling) description of the book, and, of course, information on how to contact you to receive their review copy.
Once you’ve begun to receive publicity through news stories and reviews, make sure to include photocopies of them in your media kit. Also list any interviews you have given on radio, television, or the Internet. This will show new publicity prospects that other media outlets have already considered your project newsworthy. Bookstores and distributors will also be interested in this fact, too.
However, I encourage you to send advance review copies to all the major trade publications, associations, as well as to the movers and shakers in your particular field of interest. Reviews from book industry publications such as Library Journal, Publishers Weekly, and Choice could give you a great endorsement on future mailings, and quotes from them can be used on your book’s back cover if it goes into a second printing. Their reviews can also generate library sales, because these publications are followed closely by acquisition librarians.
Since they’re geared toward the book industry, these three publications want to get the word out before the general press does. That’s why they require advance review copies and are unlikely to review a book in its finished form. (However, every rule has an exception. I once notified a reviewer at Library Journal that Nannies, Maids & More: The Complete Guide for Hiring Household Help had been published and that review copies were available, and a reviewer requested a copy and reviewed it for me, even though it was in its finished form.)
I usually wait until I have finished books in hand before starting my campaign to the general interest media. Since you’re working on a budget, here’s what I do to save money. I create an A list of prospective reviewers that will receive a copy of the book for review and the media kit to go with it. (A description of what goes into a media kit follows later.) Who makes the A list? It’s a combination of media outlets that will be most important to your marketing efforts and reviewers who will be most likely to give your book a positive review. Prospective reviewers on your B list will get a “media postcard” that tells a little about the book and asks them to respond if they’d like a review copy. The B list should include reviewers at smaller-circulation publications, those who only marginally reach the market you’re seeking, or those who’d be less likely to review your book. You’ll probably have some B list prospects you’d like to put on your A list, but economics won’t allow you to do so. Creating a B list cuts down on the cost of mailing books to every prospect, but still leaves the door open to them. Remember, you’d like to get reviews from all these outlets if possible!
Your publicity materials, also known as a press or media kit, will be your first contact with the media and will be sent out with your advance review copies or finished books. Therefore, they should also be “dressed for success,” so take as much care writing and editing these materials as you took on your book. All of your printed materials should feature either your personal or business letterhead or be printed on stationery that has been designed especially for the project.
You want businesslike quality here. Badly printed materials will leave a bad impression, and handwritten notes, although personal, won’t appear businesslike. However, it’s not objectionable to include a handwritten note that points out some important aspect such as “author is local” to a prospective reviewer. Keep these notes concise.
You should also include all of your media kit information on your website so that anyone who is interested in either reviewing your book or interviewing you will instantly have access to that information and will have a way to contact you. It’s generally a good idea to include a phone number, but most people will be happy to drop you an introductory email through the website asking for more information about you and your book. The wonderful thing about using the World Wide Web is that your website is working for you twenty-four hours a day and compared to printing up a professional-looking media kit, it’s a very reasonable form of advertising.
There are also a number of websites that can increase your media exposure. For instance, I’ve developed three sites dedicated to making the task of reaching media people easier for authors. For more details, visit AuthorsandExperts.com and SchoolBookings.com. You’ll find them useful in getting the word out about your book.Your print-based media kit should include:• A press release. This is a short article, usually a single page in length, announcing that your book will be published on a specific date (or in the case of completed books, simply announcing that the book is out) and summarizing the notable elements of the book. It’s also good to talk briefly about your expertise with the subject matter.• A single-page biography. Don’t include a lengthy resume. Stay focused on how your background directly relates to your book.• A sample of the book’s cover art (you should have about 100 to 500 extra book covers printed for publicity purposes at the time your book is printed) and a photograph.• If you plan to publish more books, it will be worthwhile to include any brochures or other materials that you use to market your publishing company.• A cover letter explaining that you’re sending your book along for review. If you want to increase your chances of having your book reviewed, you must do your homework. Find out who’s in charge of book reviews at each newspaper, magazine, or broadcast outlet you plan to approach. If you’re sending a book to an expert for an endorsement, explain why you chose to send them a book (usually because they’re experts in the field your book covers) and politely ask for comments that you can quote. In this age of litigation, you might also want to create a release form that will give you the express permission to use their quotes for marketing your book. If you can afford the time and expense, it’s good to call beforehand to gauge the expert’s interest.• Many authors put all their media kit materials into a folder. It can be as simple as a colored folder from an office supply store or more elaborate, including the logo and contact information of the publishing company. Since you’re working on a budget, it’s important to remember that a folder is a courtesy to recipients to keep your press kit neatly organized, so buy folders with that simple function in mind. A solid-color folder will stand out and allows you to insert a business card over one of the pockets. What goes into the folder is more important than the folder itself.
As for your B list prospects, the media postcards you send them should be professionally written, designed, and printed. It’s important to put your best face on, since this will be your B list’s first contact with you. Your postcard needs to entice a reviewer to request your book, so include a representation of the cover, a brief (but compelling) description of the book, and, of course, information on how to contact you to receive their review copy.
Once you’ve begun to receive publicity through news stories and reviews, make sure to include photocopies of them in your media kit. Also list any interviews you have given on radio, television, or the Internet. This will show new publicity prospects that other media outlets have already considered your project newsworthy. Bookstores and distributors will also be interested in this fact, too.
Opinion Pieces - A Powerful Yet Underrated Way to Achieve PR Success
If you have your own company or just an idea for a great product or service, you undoubtedly have opinions and advice to share with others. One of the most powerful yet underrated forms of PR is the "opinion piece." As the name suggests, an opinion piece expresses the author’s point of view based on his or her own experience.
Many people assume that reporters have written all the articles that appear in local business magazines and trade journals. In fact, many business owners write what gets published (either through their own effort or via a PR agency acting on their behalf).
Nearly every major city in the U.S. has a magazine or newspaper dedicated to local business news. For instance, American City Business Journals is the nation's largest publisher of metropolitan business newspapers with 41 print business journals throughout the country. In addition, there are thousands of smaller publications dedicated to keeping business audiences up-to-date on happenings in their community. Working with skeletal staffs, editors at these publications are generally very receptive to printing opinion pieces that offer their readers practical business information.
Trade journals for industry groups and professional associations are another target for well-written opinion pieces. If the industry exists, there is a publication for it – as titles such as Bodyshop Magazine, American Quarter Horse Journal, Feed-Lot Magazine, Successful Farming and Sanitary Maintenance indicate. The common denominator for these diverse publications is a desire for informative, educational content.
So, how do you develop your idea for an article? Most editors with business audiences are looking for how-to articles and analysis of industry trends. Case histories are also very popular as long as they aren’t promotional and illustrate how you or your company solved a particular problem or issue. If you are still not sure what to write about, request a copy of the publication’s editorial calendar to see if you have a topic that fits with an upcoming issue (very often, publications post their editorial calendars online).
Once you have a topic idea and you have identified a media target, familiarize yourself with the publication. You’ll want to know whether an opinion piece is 500 words – or 5,000 words. Also, find out the editor’s name and contact information. Pitches to “Dear Editor” will not go very far.
Whatever your target, an opinion piece must be:
• Well-written. Editors look for words that are crisp, clear and compelling. To gain insight into the professional journalist’s mindset, pick up a copy of The Associated Press’ Guide to News Writing as well as a copy of The Associated Press’ Stylebook. Both are practical guides to the careful use of words.
• Informative. Editors are looking to inform their audiences, not promote your business – so keep self-promotion to a minimum and address both sides of an issue. In return, most editors will offer you some space at the end of your article for biographical and contact information. Generally speaking, opinion pieces relating to items currently in the news have the greatest possibility of getting printed.
• Exclusive. Never pitch an opinion piece to more than one editor at a time. Publications want exclusive content, not something that has been published elsewhere. And, once the piece is published, it is considered the property of the publication – you will need to rewrite it before submitting it elsewhere.
Paul Witkay is the founder of The Alliance of Chief Executives, an organization that provides opportunities for business leaders in Northern California to share their knowledge and experience. During the time that the trial of disgraced Enron CEO Ken Lay was making headline news, Paul wrote several opinion pieces in which he countered the media’s characterization of all CEOs as “crooked.” His timely comments were published as guest articles in the East Bay Business Times, the San Francisco Business Times, the Silicon Valley/San Jose Business Journal, the Sacramento Business Journal and California CEO. In each instance, he delivered a well-written and well-edited article that met the editors’ deadlines in a timely fashion.
Most importantly, the opinion pieces helped establish Paul as a credible expert on CEOs. We leveraged this credibility to secure guest appearances for Paul on KGO Radio’s “Ron Owens Show” (810 AM), the number one talk radio program in the San Francisco Bay Area, and KNBR Radio’s “Gary Allen on Business (680 AM).”
Opinion pieces are an excellent way to get in front of business audiences and should be part of any marketer’s toolbox. If you have solid, well-written advice to share with others, you will be amazed to find editors willing to work with you.
Many people assume that reporters have written all the articles that appear in local business magazines and trade journals. In fact, many business owners write what gets published (either through their own effort or via a PR agency acting on their behalf).
Nearly every major city in the U.S. has a magazine or newspaper dedicated to local business news. For instance, American City Business Journals is the nation's largest publisher of metropolitan business newspapers with 41 print business journals throughout the country. In addition, there are thousands of smaller publications dedicated to keeping business audiences up-to-date on happenings in their community. Working with skeletal staffs, editors at these publications are generally very receptive to printing opinion pieces that offer their readers practical business information.
Trade journals for industry groups and professional associations are another target for well-written opinion pieces. If the industry exists, there is a publication for it – as titles such as Bodyshop Magazine, American Quarter Horse Journal, Feed-Lot Magazine, Successful Farming and Sanitary Maintenance indicate. The common denominator for these diverse publications is a desire for informative, educational content.
So, how do you develop your idea for an article? Most editors with business audiences are looking for how-to articles and analysis of industry trends. Case histories are also very popular as long as they aren’t promotional and illustrate how you or your company solved a particular problem or issue. If you are still not sure what to write about, request a copy of the publication’s editorial calendar to see if you have a topic that fits with an upcoming issue (very often, publications post their editorial calendars online).
Once you have a topic idea and you have identified a media target, familiarize yourself with the publication. You’ll want to know whether an opinion piece is 500 words – or 5,000 words. Also, find out the editor’s name and contact information. Pitches to “Dear Editor” will not go very far.
Whatever your target, an opinion piece must be:
• Well-written. Editors look for words that are crisp, clear and compelling. To gain insight into the professional journalist’s mindset, pick up a copy of The Associated Press’ Guide to News Writing as well as a copy of The Associated Press’ Stylebook. Both are practical guides to the careful use of words.
• Informative. Editors are looking to inform their audiences, not promote your business – so keep self-promotion to a minimum and address both sides of an issue. In return, most editors will offer you some space at the end of your article for biographical and contact information. Generally speaking, opinion pieces relating to items currently in the news have the greatest possibility of getting printed.
• Exclusive. Never pitch an opinion piece to more than one editor at a time. Publications want exclusive content, not something that has been published elsewhere. And, once the piece is published, it is considered the property of the publication – you will need to rewrite it before submitting it elsewhere.
Paul Witkay is the founder of The Alliance of Chief Executives, an organization that provides opportunities for business leaders in Northern California to share their knowledge and experience. During the time that the trial of disgraced Enron CEO Ken Lay was making headline news, Paul wrote several opinion pieces in which he countered the media’s characterization of all CEOs as “crooked.” His timely comments were published as guest articles in the East Bay Business Times, the San Francisco Business Times, the Silicon Valley/San Jose Business Journal, the Sacramento Business Journal and California CEO. In each instance, he delivered a well-written and well-edited article that met the editors’ deadlines in a timely fashion.
Most importantly, the opinion pieces helped establish Paul as a credible expert on CEOs. We leveraged this credibility to secure guest appearances for Paul on KGO Radio’s “Ron Owens Show” (810 AM), the number one talk radio program in the San Francisco Bay Area, and KNBR Radio’s “Gary Allen on Business (680 AM).”
Opinion pieces are an excellent way to get in front of business audiences and should be part of any marketer’s toolbox. If you have solid, well-written advice to share with others, you will be amazed to find editors willing to work with you.
Publicity Stunts - How to Turn Crazy Ideas into Marketing Gold
For years, PR practitioners have argued that one of the best ways to garner publicity is to "go where the media is gathered." Finding the press is the easy part, but turning its attention towards yourself or your company in a beneficial way takes strategy, chutzpah, and good fortune.
When Janet Jackson performed at the Super Bowl in 2004, her suspicious "wardrobe malfunction" turned the eyes of the nation upon her, and the furor following the event put her prominently in the news. Whether or not Jackson planned the incident, it failed to sell her CDs or advance her music career.
A publicity stunt is only worthwhile when you are able to leverage the media spotlight to further your communication objectives without damaging your credibility. Here are a couple of publicity stunts that worked and the strategies behind them:
1) In 1984, I broke the Guinness World Record for the most time swinging in a hammock. Interestingly enough, the record I broke was my father’s, and he done this a few years earlier as a way to get media attention for his store specializing in hammocks. The stunt worked for my father, and he got some favorable write-ups that led to an increase in sales.
My hammock record was even more successful in creating publicity because I tied it to a timely event. I sent out press releases and contacted the media notifying them that I was breaking the record as a way to gain attention in a bid to make hammock swinging an Olympic sport. Since I broke the record just before the Summer Olympics in Los Angeles, the media loved the story and covered it in print and on television. Sales of hammocks rose even higher.
2) John Younger, founder and president of Accolo (an HR recruiting company), read a front page story in USA Today about a controversial Paris Hilton television commercial for Carl’s Jr. It struck him that she had probably never eaten a hamburger in her life – and that this could be tied to the concept of hiring the right person for the job. With this in mind, he proceeded to create a 30 second spoof video entitled “Rethink Recruiting” emphasizing how hiring the right person makes all the difference.
Accolo’s advertisement generated millions of downloads from the company’s website, and it was prominently featured on Good Morning America, Jay Leno, WGN, The Big Idea with Danny Deutsch (MSNBC), the New York Times, New York Post, San Francisco Chronicle, San Francisco Business Times, and many more media outlets.
In a recent email from Younger, he wrote “Accolo has considerably more market awareness when we contact prospects, referral sources and candidates… It positively influenced our largest contract to date.”
If you’ve pulled off a publicity stunt that helped your achieve your business objectives, I would enjoy hearing about it and sharing it with others.
When Janet Jackson performed at the Super Bowl in 2004, her suspicious "wardrobe malfunction" turned the eyes of the nation upon her, and the furor following the event put her prominently in the news. Whether or not Jackson planned the incident, it failed to sell her CDs or advance her music career.
A publicity stunt is only worthwhile when you are able to leverage the media spotlight to further your communication objectives without damaging your credibility. Here are a couple of publicity stunts that worked and the strategies behind them:
1) In 1984, I broke the Guinness World Record for the most time swinging in a hammock. Interestingly enough, the record I broke was my father’s, and he done this a few years earlier as a way to get media attention for his store specializing in hammocks. The stunt worked for my father, and he got some favorable write-ups that led to an increase in sales.
My hammock record was even more successful in creating publicity because I tied it to a timely event. I sent out press releases and contacted the media notifying them that I was breaking the record as a way to gain attention in a bid to make hammock swinging an Olympic sport. Since I broke the record just before the Summer Olympics in Los Angeles, the media loved the story and covered it in print and on television. Sales of hammocks rose even higher.
2) John Younger, founder and president of Accolo (an HR recruiting company), read a front page story in USA Today about a controversial Paris Hilton television commercial for Carl’s Jr. It struck him that she had probably never eaten a hamburger in her life – and that this could be tied to the concept of hiring the right person for the job. With this in mind, he proceeded to create a 30 second spoof video entitled “Rethink Recruiting” emphasizing how hiring the right person makes all the difference.
Accolo’s advertisement generated millions of downloads from the company’s website, and it was prominently featured on Good Morning America, Jay Leno, WGN, The Big Idea with Danny Deutsch (MSNBC), the New York Times, New York Post, San Francisco Chronicle, San Francisco Business Times, and many more media outlets.
In a recent email from Younger, he wrote “Accolo has considerably more market awareness when we contact prospects, referral sources and candidates… It positively influenced our largest contract to date.”
If you’ve pulled off a publicity stunt that helped your achieve your business objectives, I would enjoy hearing about it and sharing it with others.
Nonprofit PR Partnerships - Do your Nonprofit and Fundraising PR with Other People's Money
Are you a not-for-profit looking for ways to reach out to the community with your message?
Consider teaming up with a local business in a co-op marketing partnership. As you know, one term used for PR partnerships between businesses and not-for-profits is cause-related marketing. Businesses benefit by associating their brands with the respected names of well-established social service or arts organizations. The not-for-profits benefit by gaining new ways to publicize their mission and recruit board members and volunteers.
How does it work? There are many formats. For example:
-- Some companies pay for magazine ads that highlight their employees' involvement with a not-for-profit. Such an ad promotes the mission of the not-for-profit, and also conveys the fact that the company is a supporter and a good corporate citizen. This strategy can be especially effective for local companies competing against larger companies that are not locally owned; banks, law firms, accounting firms, etc. The ad shows the company's local ties; for some consumers, this is an important attribute in their choice of a vendor.
-- Some not-for-profits team up with companies for special sales, where proceeds are donated to the charity. Obviously, the charity benefits from the money, and the company gains store traffic with potential for repeat business later.
-- Some retailers who advertise regularly devote a portion of their weekly ad to a "plug" for a not-for-profit organization.
-- Some companies will "adopt" a charity for marketing purposes. They may include the charity's PR information in bill stuffers, employee newsletters, etc., while encouraging employees to volunteer for the designated charity.
-- Some companies purchase public service announcements for not-for-profits; for example, you may see a print ad or hear a radio ad that says, "The good folks at Urgi-Care remind you to always use an approved child-safety seat." This is the model of the future.
-- Schools are excellent partners for not-for-profit initiatives. Churches and businesses are other excellent partners. Find common ground and you may find rich rewards in fundraising partnerships. Working with local minor-league sports teams, you could seek to create a night devoted to your charity. If you can bring additional people to the event, the sports franchise may be happy to promote your worthy cause. It's a win-win situation. Co-op marketing programs are most effective when both parties start with clear expectations. A contract of some sort is a good idea, to establish mutual roles and responsibilities. Not for-profits should work to create tangible marketing value for sponsoring companies, by offering access to databases and creating new direct-marketing channels.
-- To succeed, not-for-profits must approach potential partners not seeking a handout, but with a cooperative business venture that will help both parties. You need to show your partners that you can help them meet their marketing goals while you achieve your important mission.
A key factor for marketing with other people's money is treating your marketing as a business venture, not as a charity. If you can help businesses achieve their goals, you may find that many businesses are very receptive to working with not-for-profits. They are much more receptive to your appeal if you can also show them how it benefits their bottom line in some way. It need not be a dollar-for-dollar return on their investment, but something that they can take away and help justify their expenditure.
Consider teaming up with a local business in a co-op marketing partnership. As you know, one term used for PR partnerships between businesses and not-for-profits is cause-related marketing. Businesses benefit by associating their brands with the respected names of well-established social service or arts organizations. The not-for-profits benefit by gaining new ways to publicize their mission and recruit board members and volunteers.
How does it work? There are many formats. For example:
-- Some companies pay for magazine ads that highlight their employees' involvement with a not-for-profit. Such an ad promotes the mission of the not-for-profit, and also conveys the fact that the company is a supporter and a good corporate citizen. This strategy can be especially effective for local companies competing against larger companies that are not locally owned; banks, law firms, accounting firms, etc. The ad shows the company's local ties; for some consumers, this is an important attribute in their choice of a vendor.
-- Some not-for-profits team up with companies for special sales, where proceeds are donated to the charity. Obviously, the charity benefits from the money, and the company gains store traffic with potential for repeat business later.
-- Some retailers who advertise regularly devote a portion of their weekly ad to a "plug" for a not-for-profit organization.
-- Some companies will "adopt" a charity for marketing purposes. They may include the charity's PR information in bill stuffers, employee newsletters, etc., while encouraging employees to volunteer for the designated charity.
-- Some companies purchase public service announcements for not-for-profits; for example, you may see a print ad or hear a radio ad that says, "The good folks at Urgi-Care remind you to always use an approved child-safety seat." This is the model of the future.
-- Schools are excellent partners for not-for-profit initiatives. Churches and businesses are other excellent partners. Find common ground and you may find rich rewards in fundraising partnerships. Working with local minor-league sports teams, you could seek to create a night devoted to your charity. If you can bring additional people to the event, the sports franchise may be happy to promote your worthy cause. It's a win-win situation. Co-op marketing programs are most effective when both parties start with clear expectations. A contract of some sort is a good idea, to establish mutual roles and responsibilities. Not for-profits should work to create tangible marketing value for sponsoring companies, by offering access to databases and creating new direct-marketing channels.
-- To succeed, not-for-profits must approach potential partners not seeking a handout, but with a cooperative business venture that will help both parties. You need to show your partners that you can help them meet their marketing goals while you achieve your important mission.
A key factor for marketing with other people's money is treating your marketing as a business venture, not as a charity. If you can help businesses achieve their goals, you may find that many businesses are very receptive to working with not-for-profits. They are much more receptive to your appeal if you can also show them how it benefits their bottom line in some way. It need not be a dollar-for-dollar return on their investment, but something that they can take away and help justify their expenditure.
Tuesday, May 29, 2007
Press Releases - Everything You Need To Know
Press release” seems to be a bit of a buzz word that’s floating around at the moment. Everyone says you need to have one, but many people don’t really know what they are. Well, kind reader, I’m here to clarify a few things about press releases, and why they can be useful for your business.
A press release, also known as a ‘media release’, is a piece of writing you can do yourself or have done for you as a means of gaining exposure. Written in the style of a news report, it is based around some kind of news-worthy thing you are doing, such as:
Your grand opening
Being involved in charity, such as donating a portion of your earnings
Stocking an exclusive product
An involvement in local community
Running a service or selling a product that no one else is
Any kind of thing that sets you apart, like your age, gender, race, socio-economic status, etc.
Any kind of human interest
You can employ a writer to generate news-worthiness for you, or you can become involved in anything I’ve listed above in order to create news-worthiness for your business.
The idea is to have the release distributed to media outlets who will be interested in what you’re doing and consequently publish your news – for free. With this in mind, it is obviously incredibly important to have a well written, interesting and interest holding release that will appeal to the outlets targeted. What you are presenting to them must be truly news worthy if you hope to gain free publicity from it (conversely, you can send it to really desperate publications, but that might not reflect to well on your business!).
So there are two options.
Hire a writer/distributor. This person will take care of writing the press release for you, and then send it out to the appropriate avenues. Some will also take charge of following up the contacts they have made, to further increase your chances of securing a publication. The thing to make sure of here is that the writer/distributor excels in both areas! Better still, find a firm that has two different specialists taking care of each part of the process for maximum impact.
Hire a writer, then hire a distributor. Some writers have a particular style that appeals to certain people. You may have a writer in mind and believe they’ll really get through to the publications you’re targeting, and if that’s the case you should use them by all means. Once you have the perfect press release, you can then work with a specialised distributor to get your name and story out to the right places.
The option you choose is completely a matter of taste, though budget might also be a factor. There is some debate as to the importance of each component – can you get publicity with a crappy press release if you have a great distributor; does the release speak for itself and the distributor is thus merely a vessel?
Websites such as PR Web provide some excellent examples and ideas for effective press releases, as well as ways to distribute and market your release on the Internet. If you have never even considered approaching the media for publicity, this is a good place to start.
Overall, they are an excellent way to gain exposure and interest in your business. The outlay is generally quite small, and the opportunity for gain is enormous. A risk well worth taking!
A press release, also known as a ‘media release’, is a piece of writing you can do yourself or have done for you as a means of gaining exposure. Written in the style of a news report, it is based around some kind of news-worthy thing you are doing, such as:
Your grand opening
Being involved in charity, such as donating a portion of your earnings
Stocking an exclusive product
An involvement in local community
Running a service or selling a product that no one else is
Any kind of thing that sets you apart, like your age, gender, race, socio-economic status, etc.
Any kind of human interest
You can employ a writer to generate news-worthiness for you, or you can become involved in anything I’ve listed above in order to create news-worthiness for your business.
The idea is to have the release distributed to media outlets who will be interested in what you’re doing and consequently publish your news – for free. With this in mind, it is obviously incredibly important to have a well written, interesting and interest holding release that will appeal to the outlets targeted. What you are presenting to them must be truly news worthy if you hope to gain free publicity from it (conversely, you can send it to really desperate publications, but that might not reflect to well on your business!).
So there are two options.
Hire a writer/distributor. This person will take care of writing the press release for you, and then send it out to the appropriate avenues. Some will also take charge of following up the contacts they have made, to further increase your chances of securing a publication. The thing to make sure of here is that the writer/distributor excels in both areas! Better still, find a firm that has two different specialists taking care of each part of the process for maximum impact.
Hire a writer, then hire a distributor. Some writers have a particular style that appeals to certain people. You may have a writer in mind and believe they’ll really get through to the publications you’re targeting, and if that’s the case you should use them by all means. Once you have the perfect press release, you can then work with a specialised distributor to get your name and story out to the right places.
The option you choose is completely a matter of taste, though budget might also be a factor. There is some debate as to the importance of each component – can you get publicity with a crappy press release if you have a great distributor; does the release speak for itself and the distributor is thus merely a vessel?
Websites such as PR Web provide some excellent examples and ideas for effective press releases, as well as ways to distribute and market your release on the Internet. If you have never even considered approaching the media for publicity, this is a good place to start.
Overall, they are an excellent way to gain exposure and interest in your business. The outlay is generally quite small, and the opportunity for gain is enormous. A risk well worth taking!
Change Your Tone - Media Coverage Shouldn't Be Toned By Software
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
Public Relations, Small Businesses & Viral Marketing
Most business owners do not realise that they are an expert in their field. The media always require expert opinion when collating data for a story. How can you bridge the gap and get your business in the papers?
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
I will leave you with on final thought. Never ever make up anything in your article and always research any facts that you include within. If you do quote any statistics, keep a record of where these came from just in case you are asked to substantiate your research. Your words will come back to haunt you if you have any half truths and your article does well.
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
I will leave you with on final thought. Never ever make up anything in your article and always research any facts that you include within. If you do quote any statistics, keep a record of where these came from just in case you are asked to substantiate your research. Your words will come back to haunt you if you have any half truths and your article does well.
Public Relations - The Press' Power to Influence
It’s amazing how powerful a bit of advertising in the press can be. The public seems to take the printed word as the gospel truth! If you manage to get your work published, you’ll find that your credibility goes up enormously. It’s been proven that coverage by the media is more powerful than advertising in the press by 100% at least.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
How to Create Instant Publicity With Press Release Marketing
Press releases are another nifty, inexpensive tool which can help to quickly promote your web site or business. With the advent of web-based PR distribution services, press releases have become a much more popular means of distributing newsworthy content than ever before.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
There you have it. If you’re interested in generating publicity, building your reputation, and increasing the number of sites that link to you, press releases can be a useful tool. With almost no monetary investment, you can start generating exposure for your company in as little as 24 hours.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
There you have it. If you’re interested in generating publicity, building your reputation, and increasing the number of sites that link to you, press releases can be a useful tool. With almost no monetary investment, you can start generating exposure for your company in as little as 24 hours.
How To Use Press Releases To Get Traffic And Build Links To Your Website
One of the most powerful ways to bring traffic into a website and build links is to use press releases.
If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.
Even if your press release doesn’t generate any interest from reporters, it will still help your website.
A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.
Even when given all the benefits of press releases, however, most people will never use them.
They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.
Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.
Here’s a few tips for successful press releases.
1) Headlines Are Vital
Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.
2) Not An Advertisement
Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.
3) Quotes
Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.
So next time you’re looking for to get more traffic or links to your website, give the press release a try.
If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.
Even if your press release doesn’t generate any interest from reporters, it will still help your website.
A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.
Even when given all the benefits of press releases, however, most people will never use them.
They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.
Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.
Here’s a few tips for successful press releases.
1) Headlines Are Vital
Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.
2) Not An Advertisement
Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.
3) Quotes
Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.
So next time you’re looking for to get more traffic or links to your website, give the press release a try.
Increasing Your Media Quotient (MQ) - Part One
You've all heard about personal intelligence or IQ and Emotional Intelligence, EQ. But what about MQ, what I call Media Intelligence?
Managers, leaders and entrepreneurs with a high MQ tend to be on the whole more successful than the general population.
They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.
Think high MQ people and the names Sir Richard Branson, Donald Trump and Dame Anita Roddick come to mind.
But how can you increase your MQ or Media Quotient and how can you have control over your message?
I was recently a guest on an international forum with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.
This article, part one of three, provides answers to the most common questions people around the world have about increasing their MQ or Media Quotient.
Managers, leaders and entrepreneurs with a high MQ tend to be on the whole more successful than the general population.
They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.
Think high MQ people and the names Sir Richard Branson, Donald Trump and Dame Anita Roddick come to mind.
But how can you increase your MQ or Media Quotient and how can you have control over your message?
I was recently a guest on an international forum with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.
This article, part one of three, provides answers to the most common questions people around the world have about increasing their MQ or Media Quotient.
Friday, May 25, 2007
Change Your Tone - Media Coverage Shouldn't Be Toned By Software
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say NoThe automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.
Too Subjective?The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action+1 Supportive0 Balanced
Public Relations, Small Businesses & Viral Marketing
Most business owners do not realise that they are an expert in their field. The media always require expert opinion when collating data for a story. How can you bridge the gap and get your business in the papers?
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
Public Relations - The Press' Power to Influence
It’s amazing how powerful a bit of advertising in the press can be. The public seems to take the printed word as the gospel truth! If you manage to get your work published, you’ll find that your credibility goes up enormously. It’s been proven that coverage by the media is more powerful than advertising in the press by 100% at least.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
TV shows like “A Current Affair” have a massive influence on people’s perceptions and buying habits. A while ago, one of our clients appeared on “A Current Affair”. He runs a large mortgage introduction company. After his organization’s phone number was quickly flashed up on the screen, the phones rang hot.
As a result of that TV appearance, they received 10 times as many phone calls for the month and, even some four months later, they are still generating business from that.
Another example is a client who had a unique kind of beauty product. She was lucky enough to appear on a TV morning show.
The same thing happened! Immediately after her number was flashed across the screen, her phones also rang hot. It even ruined her telephone system.
Another of our clients promotes investment seminars for property buyers. Because he ran ads in the paper each month he was allowed to submit an editorial. The responses tripled each time they advertised in the press and included an editorial, without fail.
We could give you many more examples that prove how powerful the press is!
However it is not easy to get this free publicity. You can submit numerous, even hundreds of press releases before you get published. But it is certainly worth all your time and effort when you do.
To increase your chances of getting published why not consider the following options:
1. Editorial – When you submit a press release which the publication editor thinks is newsworthy and decides to print it, or perhaps do an interview with you to find out more.
2. Advertorial – If you advertise in a publication they may allow you to put in an advertorial. Take advantage of this offer if it becomes available, as it is a fabulous opportunity.
3. Submit articles – Certain magazines ask for articles to be submitted by writers. This is a great opportunity to get your name out there as a creditable authority
Remember when you are conducting a Public Relations campaign that your article has to be NEWSWORTHY, otherwise it has no chance of getting published.
How to Create Instant Publicity With Press Release Marketing
Press releases are another nifty, inexpensive tool which can help to quickly promote your web site or business. With the advent of web-based PR distribution services, press releases have become a much more popular means of distributing newsworthy content than ever before.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
“When Should I Use a Press Release?”
Press releases aren’t for any old news story — they’re typically saved for major company developments and are not written like advertisements. The main purpose of a press release is to communicate essential information about a newsworthy story to media outlets. Journalists, bloggers, and other interested parties use your release to gather background research for articles that they plan to write.
Not everything is news. If you don’t think you could get an unbiased person interested in your story, don’t use a press release. Also remember that press releases are not hard-sell advertisements.
Some typical events covered by press releases:
* Release of a new product and/or service
* Recap of an event that has taken place or will take place
* Opening of new offices or stores
* Publication or re-design of a web site
* Company mergers or acquisitions
The Benefits of Press Releases
Press release marketing is a great idea for a number of reasons.
* Press release marketing is inexpensive. Most web-based PR distribution services are completely free, which means that if you are confident in your ability to write your own release, the campaign won’t cost anything. Even if you decide to outsource the article to a freelance copywriter, most charge inexpensive rates as the articles typically aren’t very long and don’t require hours of background research. Click here to get a quote on a press release.
* Press releases can generate exponential exposure. In the ideal press release campaign, several different news outlets will use your release to write an army of articles which all publicize your business. In this manner, the information tends to spread itself among a variety of different sources without any effort on your part.
* Press releases can bolster your reputation. If your company is constantly the focus of newsworthy press releases, you better believe that prospects, journalists, and news editors are going to become more familiar with your name. A well-written press release can give your company a very professional image and make your name more recognizable. If you are quoted as a reliable expert within the press release, this can also serve to establish you as a leading authority in your niche, field, or industry.
* Press releases provide a source of new web content. Constantly updating your web site with new content can be a frustrating task. However, press releases are a great way to take care of this need. By frequently posting releases, you offer the visitors on your site some interesting information that will keep them there and increase your chances of a sale or conversion. Search engines also appreciate press releases and reward frequently updated web sites with higher rankings in their search results.
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