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.
Monday, June 11, 2007
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.
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