Media Relations: How We Landed the Wall Street Jou

Media Relations: How We Landed the Wall Street Journalกs Front Page

by: Brad Phillips

Media relations is a great profession.

On good days, I earn my living speaking to and learning from knowledgeable experts who ask for help in raising the profile of their cause through the media. In the past few years, I’ve worked with billionaire philanthropists, a Pulitzer Prizewinning scientist and a world famous actor. Mostly, though, I work with unknown but equally impressive professionals regarded as experts in their fields.

When I speak to them, I’m always listening for ขthe story.ข Some of the time, the story is immediately apparent. But the most gratifying moments come when a story seemingly devoid of news value suddenly leaps out and surprises me.

Two years ago, for example, I was doing media work for a Washington DCbased environmental organization. Scientists from the group would regularly contact me regarding their latest field work, hoping I could convince a reporter to shine a spotlight on their project.

One day, I met with a charismatic field biologist to discuss his project while sipping coffee in a depressing restaurant. As he told me about his project, I quietly became more convinced that he didn’t have much of a story. I felt bad, but suspected no reporter would bite.

The West African forest elephant, he told me, was in trouble. The problem was largely one of capacity – no West Africans had been formally trained in protecting the 7,700pound mammals, which were being killed by the farmers who feared them.

To help correct the problem, he said, they had established a program three years earlier to train six West Africans to conserve the majestic beasts. In a month, they would end their training and begin working to protect the animals fulltime.

That’s when the idea hit.

I asked the scientist if we could call the group the firstever graduating class from Elephant University. When he agreed, I knew we were in business.

I drafted an email with a few highlights to a reporter I had recently met from The Wall Street Journal. The story pitch suggested that this story was the perfect fit for the quirky daily frontpage ขColumn Fourข feature. The reporter quickly wrote back. He agreed.

Two weeks later, the reporter was off to Ghana to report the story firsthand. When the story ran on November 27, 2002, the words ขElephant Universityข – the ones we had happily stumbled upon over coffee – were emblazoned on the frontpage.

This story worked because we didn’t pitch it ขhead on.ข Remember – the heart of this story was that West African scientists were receiving training – not exactly frontpage material. But by giving the reporter an unusual hook, he was able to convince his editors that the story deserved to be told.

If you’re speaking to an expert to assess a story’s newsworthiness and it doesn’t seem immediately obvious to you, keep talking. If they say something interesting, stop them. Ask them to slow it down and provide more detail. Paraphrase their response into something resembling a headline by asking, ขWould it be correct to say it this way?ข Finally, look for the nuggets. Ancillary parts of the story often jump out and become your lead.

About The Author

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world. For more information and to sign up for free monthly media tips, visit www.PhillipsMediaRelations.com.

[email protected]

This article was posted on January 10

by Brad Phillips

Time Your News Release For Maximum Publicity

Time Your News Release For Maximum Publicity

by: David Leonhardt

กCindy, whereกs that story? I need it yesterday!ก

กComing right up, boss. Iกll have it to you soon,ก Cindy shouted back.

กYesterday isn’t soon enough!ก

Cindy clicked on her screen. กYou have mail.ก She looked at the messages. ‘three news releases,ก she murmured. กI don’t have time for this now.ก [delete] [delete] [delete]

Stop! Was that your news release Cindy just deleted? Too bad you sent it to her at the wrong time. You may have heard that ‘timing is everythingก and that is even more true in a newsroom. But how do you know when is the best time to send a news release?

Media relations is an art more than a science, so there is no single rule. If there was, everyone would be a media star. Here are a few guidelines to help you zoom ahead of your competition for the mediaกs attention:

Each type of media and each type of journalist is different. Here are just a few of the variables:

National or local media

TV, newspaper, radio or magazine

News reporter, features reporter or columnist

Consumer magazine or trade journal

Daily, weekly or monthly publication

Print or electronic

Each company or organization is different, as is its news. Here are just a few of the variables:

Local, national or international operations

Prescheduled news release, or lastminute reaction to todayกs news.

Product announcement, policy announcement, financial announcement

Bearing in mind the wide range of news you might announce and the wide range of media targets, 9:30 to 11:00 a.m. tends to be the best time of day to release news. You want to give the assignment editor time to send them out to cover your news. If you hope to get into the noon news, you don’t want to go too late, because you run into TV deadlines. Early afternoon is a secondbest time, but if you get much past 2:30, you will catch Cindyกs [delete] button at most daily newspapers and television stations.

I have been asked about the best day of the week to send out a news release. There isn’t one. I have seen plenty of debates on this. From personal experience, the only difference I ever noticed is when I could pick a slow news day. For instance, if in your city the daily newspaper can be reached on Sunday and not too much tends to happen that day in your subject area, you may find it easier to get into Mondayกs newspaper than if you try later in the week. But on average, there is not much difference.

Best time of month, year, etc? Again, there is no single best time. There is one golden rule. Do not send out a release when the world is wrapped up in some allconsuming event like the death of Princess Diana or the attack on the World Trade Center. Remember how much TV airtime and newspaper print space were devoted to those events? The media and its audiences had other things on their minds than your news. You can’t control events, but you can control the timing of your release (most of the time).

How far in advance should you send out your release? Some book reviewers usually need several months. Others don’t want to see your release until the book is on the store shelves. Many consumer magazines have a sixmonth editorial preview. Features editors often run several weeks ahead of time, but sometimes squeeze things in on short notice. News departments want only breaking news. Yesterdayกs news is … well, yesterdayกs news. Your release is already forgotten.

Does all this sound confusing. It is. The bottom line in any marketing is to know your target market and give it what it wants. Same with the media. The guidelines above give a very abbreviated list of what you need to consider. If you are still unsure, a media coach might be a good investment. But be forewarned – find someone with enough experience and success to coach you in the right direction.

About The Author

After a decade and a half as one of Canadaกs top consumer advocates, often conducting over 600 media interviews each year, David Leonhardt is sharing his knowledge with others. Pick up a copy of his special report กGet In The News!ก at http://www.TheHappyGuy.com/PR.html. Home page is http://www.TheHappyGuy.com

[email protected]

This article was posted on December 05, 2002

by David Leonhardt

Could there be a new way of hearing the stories we

Could there be a new way of hearing the stories we feel are relevant in our lives?

by: Jesse S. Somer

If you’re anything like me you are really getting tired of the mainstream media’s onevoicetomany analysis of life on Earth. First of all, it’s just too negative! I read a survey recently that stated that fourteen out of fifteen newspaper and TV News stories had negative fearbased stories. I don’t know about you, but if I look at my everyday life, the amount of good and bad I experience seems to be much more balanced. Why does the ‘big’ media think we all love hearing the dark side of things so much?

If you look at what news stories truly are in historical terms, it is a person sitting around the tribal campfire at night telling a tale to inform the people both in wisdom and knowledge. In any tribe there were many storytellers, so different perspectives were always available to the masses. Well, if you think today’s media sources are too monopolized in their power of authority over the stories we are told, there’s a new option for humanity. The answers and views we are seeking in our daily lives could lie in the Internet. This Internet thing really could be the key for humanity to evolving into a species that thinks independently, leaving this age of fear behind.

It’s time to bypass the main media sources. On the Web we can access nonprofit news organizations, we can hear personal views of individuals in news forums and blogs, we can even express our own views on world issues as well as sharing our own personal experiences! With this newly accepted technology called RSS Readers we can start to get the type of information that we feel is most relevant to ourselves as individuals. It comes straight to us and then we can sort through it and decide which people and sources we want to hear from on a regular basis. This is awesome as it means we don’t have to search through a bunch of stories that have little interest to us. It also means if we want to hear more positivism, we can push the negative views out of our perceptions.

Although this idea is in its infancy, the repercussions once realized could have a mammoth impact on how individual humans see and live their lives on Earth. Imagine a society that stretches across the globe where a collective consciousness speaks to itself in an informative manytomany communicative process. There are a lot of happy, positive, intelligent people in this world who are interested in similar things to you. Wouldn’t you like to hear their stories and share their knowledge as a way of constructing your view of reality?

Let’s leave behind this era of negative perspectives and singular authorities telling us how life on Earth should be viewed. It is interesting that some of the most overwealthy, greedy individuals media moguls who tell us what is important. Don’t you want to have a say in how you look at your life while you are here? Positivism and wisdom surrounds us at all times. Would the Universe exist otherwise? Lets reconnect with that source of energy that makes us smile so many times each day. If life were meant to have so bleak an outlook, would there even be stars in the sky?

About The Author

Jesse S. Somer

M6.Net

http://www.m6.net

Jesse S. Somer is a writer thinking about how all this new technology could one day be utilized by the masses of technologically challenged people like him. If it could be incorporated into everyday life in a positive way, life itself could evolve to a higher plane. Please visit www.thepowerofeverythingthatis.com to see Jesse’s personal blog.

This article was posted on September 03, 2004

by Jesse S. Somer

What You Know Can Work Just As Well As Who You Kno

What You Know Can Work Just As Well As Who You Know

by: Carolyn Moncel

We all know the saying in business, กItกs not what you know but who you knowก, right? This saying is definitely true when it comes to small business and on occasion, the same can be said in media relations. However, what you know can sometimes get you just as far especially if you’re trying to tell your story to the local press.

Some time ago, a smallbusiness client approached me about handling public relations for her firm. She had been writing her own press releases and submitting them to the press but all of her efforts had generated no press. She asked me to critique her work to discover what she might be doing wrong. Upon reviewing her press releases, I found that her writing skills were outstanding but the problem came when I began to investigate the methods by which she was submitting her releases. The five rules below illustrate the lessons that she learned about distributing press releases to the media.

Rule #1: Do your homework on reporters. You can start with the Baconsก Media Directory, which serves as the public relations practionerกs Bible. If you don’t know what it is, basically it lists the name, address, phone number, fax number, email, beat (issue or specific type of story to cover), deadlines, and story preferences and angles for most every reporter and news producer anywhere in the world. There are five volumes of books: Newspapers, Magazines, TV/Cable, Radio and International. You can purchase the books or get the same information from Baconsก in CDRom format or through an online subscription. These books are invaluable but unfortunately are also very expensive. Hereกs a tip: You can access them for free usually at your local public library or a college library. Use these books to help you narrow down the reporters that you think would be helpful for launching your story. If Baconกs is completely out of your budget, just follow your favorite local newspaper to determine which reporters cover which stories.

Rule #2: Verify your sources. Just because you found information on reporters in Baconsก doesn’t mean that your work is done. Most reporters are assigned a beat but those beats change from time to time and as a result, reporters tend to move around a lot. Because the Baconsก books and their competitors are only published once per year with occasional updates, itกs very important that you call media outlets and verify that you can still reach the reporter you would like to talk to. More importantly, find out if the reporter still covers the beat that is important to your story. If for some reason there is a new reporter covering that beat, make note of those changes in a database or spreadsheet, and always call before sending out a new release.

Rules #3: Know where to call for information. Most people are afraid to just call up a reporter (they can be scary people) to find out this information, however if you want to avoid that aspect of the job, then simply call the News Assignment Desk the nerve center of news operation. It is here that you can verify the reporter information and also get a sense for the types of stories that an editor might find interesting enough to assign to an individual reporter.

Rules #4: Know how a reporter likes to receive information. When it comes to distributing press releases or letters, all reporters are different. Itกs your job to find out how a reporter wants to receive his or her information on a potential story. For example, some reporters only read faxes while others only look at releases sent by mail. Still others will only read email, and yet others will only accept a story idea over the phone. This is important because if you violate the reporterกs rule for receiving information, then your release likely will never be read. It will get a oneway trip to the trashcan.

Rules #5: Adhere to a reporterกs deadline. Just as you can find out the name and email address of a specific reporter, you can also find out their writing deadline. This is very important because the last thing anyone wants to experience is being on the line with a reporter when he or she is on deadline. Hereกs another tip: Most daily newspapers are put to bed at 5pm. Call the reporter between 8am and 9am because you might catch them before they go their morning editorial meeting. When calling up a reporter directly, always asks the reporter if he or she is currently on deadline as a courtesy. They will respect you for it and this will give you an indication as to how long you have to speak with that particular reporter on the phone. If you’re nervous about speaking with the reporter, then create a short script that you can state comfortably in 60 seconds.

While itกs always great to know a reporter personally, few smallbusiness owners will ever have that luxury. However, if you know what to do and whom to contact when the time comes to tell your story, your chances of coverage are just as good as anyone elseกs. After all when it comes to media relations, itกs not just who you know but what you know plus a little luck never hurts either.

About The Author

Carolyn DavenportMoncel is president and founder of Mondave Communications, a global marketing and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at [email protected] or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.

This article was posted on May 07, 2003

by Carolyn Moncel

Make front page news by NOT inviting the media

Make front page news by NOT inviting the media

by: David Leonhardt

Not a single reporter showed up at our news event. And we were THRILLED!

Not a single photographer showed up to capture the moment. And we were pleased as punch!

Not a single newspaper knew about the event. And we received front page coverage in every one!

You can make front page news by keeping the media away. But how did we do it? Here is the media relations plan we used:

BACKGROUND: A few years ago, I was working for a politician. In fact, he was a Canadian Member of Parliament (MP). That was about the time that Canada Post decided not to deliver mail to homes in new developments. Instead, new homeowners had to pick up their mail at community กsuperboxesก near the end of their streets. After laying down big bucks for fancy new homes, people expected the same doortodoor service they were used to, and my MP took the heat . . . even though Canada Post was an armslength organization of the government.

GOAL: Our goal was to demonstrate that my MP cared, that he was on their side, that he was doing everything he could to help them.

IDEA: One of the complaints the new residents had was that they were not receiving their junk mail (Go figure!), including weekly grocery specials and, by coincidence, my MPกs mailing to constituents. This gave me an idea. Why not send my MP door to door to deliver his bulletin, explaining how he, too, was frustrated that Canada Post would not deliver his bulletin to them.

CHALLENGE NUMBER ONE: But what about the majority of people who would not be home to see how my MP shared their gripes? We needed media coverage, so that everyone would read about it in their local newspaper.

CHALLENGE NUMBER TWO: This is a juicy story for reporters. Imagine the headlines: ‘resident sock it to MPก. Imagine the photos of angry residents waving their fists in rage against Canada Post. My MP would not look good one bit. The media had to stay away. But how would we get media coverage?

METHOD: We would have to report to the media กafter the factก that my MP had just gone doortodoor. We would have to supply everything the newspapers would need so that they have no need to recreate the event, search for angry residents to interview or ignore the story altogether.

First I wrote a news release. OK, so it did not read quite like a typical news release. It read like a newspaper article. Actually, it read like five different newspaper articles, because I wrote a completely different story for each of the five newspapers in the area. To some degree, I was able to emulate each oneกs style.

Next, we decided to provide photographs. We dressed my MP in a postal cap and had him carrying a postal bag. I snapped shots of him at doorways chatting with residents. This was just too กhuman interestก for any newspaper to ignore. Off to the onehour photo developer, then we chose the five best shots and attached one to each of the news releases.

Zoom, zoom. We hand delivered an envelope to each newspaper. The entire process took us just five hours from knocking on the first door.

RESULT: Each newspaper had its own, unique, original story with its own, unique, original photo. This made the journalists happy. Four out of the five editors even used the headlines I provided! It also made readers, many of who received two or three of the newspapers, believe the media had been there in person . . . making the story all the more credible.

Can you repeat this success? Yes. If you want to get great media coverage, but you are afraid the media will pick up a negative angle, this is the recipe to use:

Position your business as you would like to be seen.

Find a way to demonstrate your position or characteristic.

Write the story for each newspaper as the newspaper would write it, but place it in the format of a news release.

Get some great visuals, going for action or something with a twist, and ensure each newspaper has a unique photo.

Let the newspapers know that no other media outlet has the same photograph.

Of course, it is always best to invite the media to your event and serve donuts, but sometimes NOT inviting them is a better way to get not just กaก story, but the กrightก story.

About The Author

David Leonhardt offers dozens more creative ways to make your business front page news in the media relations กhowtoก guide Get In The News! at http://TheHappyGuy.com/publicityselfpromotionreport.html . For basic media interview training, visit http://TheHappyGuy.com/mediarelationsvideo.html, or find out more about David Leonhardt at http://thehappyguy.com.

[email protected]

This article was posted on June 06, 2003

by David Leonhardt

Are There Secrets to Gaining Media Coverage?

Are There Secrets to Gaining Media Coverage?

by: Carolyn Moncel

Are there secrets to gaining media coverage or is it pure luck? Itกs a question that I am asked often while meeting with smallbusiness owners who are seeking press attention for their companies or products. While luck certainly plays a part, the short answer to this question is กmaybe.ก However with a little practice and skill, a smallbusiness owner can significantly increase the chances of garnering coverage by following some basic journalistic rules.

I started my career in public relations the way many college students do as an intern. While working for a PR agency one summer, I learned the greatest lessons from a crusty, old newspaper editor with whom I had to have constant contact.

Each time that I called him to follow up on a story idea, I would learn something new by the time he stopped yelling at me. At summerกs end that editor had become a mentor for me and the rules introduced by him have served me well in placing news stories over the years. You see the greatest gift that he gave me was not a hypothetical example found in my college textbook. Rather, it was practical experience in pitching story ideas to ‘realก journalists.

What I learned from him about approaching journalists with story ideas can be summed up in one word relevancy and its multiple meanings. Allow me to share with you what I learned that summer. ·

Relevance to Beat Assignments: Only approach a journalist with story ideas that are relevant to his or her news beat assignment.

Relevance to Newsworthiness: Keep in mind that stories must be new, unusual or important, and informative.

Relevance to Time: Take stock in whatกs happening in your world and in the lives of others around you by paying attention to current events.

Relevance to Audience or Readership: Make sure that your story idea will matter to the specific group of people who comprise the media outletกs readership or viewers. For example, the story idea may only make sense in a magazine that targets working women, or menกs health newsletter, or the residents of Cheyenne, Wyoming.

Fifteen years later, I still think about that editor and every PR mentor I have since encountered whenever it is time for me to pitch a story idea to another reporter. I still stand by my answer that กmaybeก there are secrets to gaining media coverage, but truly understanding the power of relevancy and how journalists regard it is a better bet. It could make the difference between whether a story idea makes it on the front page or lands in the trashcan.

About The Author

Carolyn DavenportMoncel is president and founder of Mondave Communications, a global marketing and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at [email protected] or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.

This article was posted on May 07, 2003

by Carolyn Moncel

Press Releases for Every Occasion

Press Releases for Every Occasion

by: Bill Stoller

To many marketers, the press release is something of a กone size fits allก proposition. You want to get media coverage, you knock out a press release, send it to some journalists and sit back and wait.

Of course, smart Publicity Insiders already know that’s a prescription for failure. You know that your press release has to have a กhookก, be wellwritten and sent to appropriate journalists in an active, not passive, manner. But there’s another part of the puzzle that even savvy publicityseekers sometimes miss you can’t just write กa press releaseก, you have to write the right kind of press release.

There’s no such thing as a กone size fits allก release. Smart publicists have variations of the press release model ready to be go, depending on the occasion.

(Note: for a general introduction to press release writing and formatting, see: http://www.publicityinsider.com/release.asp

Letกs look at some releases suitable for กharderก and more timely news…

The News Release

To some folks, กnews releaseก and กpress releaseก are interchangeable. Not to me. I use the phrase กnews releaseก to refer to a release that, well, carries actual news. Let’s face it, most of what a business has to say to a journalist isn’t exactly กstop the pressesก kind of stuff. But, on occasion, something of real significance occurs. A merger, a stock split, a major new contract, winning a national award…something that’s truly timely and important. For these sorts of events, don’t mess around. Craft a solid, hardhitting News Release that’s written in pure journalistic style (lead includes กwho, what, when, why and howก, language is in 3rd person and completely free of hyperbole). Use journalism’s กinverted pyramidก most important information at the top, next most important info in the second paragraph and so on down.

Tell the entire story in the headline and subhead. Again, don’t get cute get straight to the point. The headline กAcme Corporation Selected by Pentagon to Supply Troops with Widgetsก is far better than something like กGuess Who’s Making Widgets for Uncle Sam?ก or something กcleverก like that. In the subhead, fill in some details: ก$18 Million Contract Largest in Company’s Historyก. Talk about getting straight to the point! You’ve just given the journalist the meat of the story before she’s even read your lead.

Add a กdatelineก (Akron, OH) at the beginning of your lead (first) paragraph. In the dateline, use your company’s home town (or the location where some news has broken. You can be a bit creative here, if it helps maximize your impact. For the above example, you can dateline it Washington, DC and say that ‘the Pentagon today announced that it has selected an Akron company…ก).

In distributing the release, use email, fax, distribution service such as PRWeb or PR Newswire, or even overnight courier. The goal is to get it into journalists’ hands on the same day you distribute it.

Executive Appointment Release

Most businesses send out a brief release and headshot when someone new is hired or a major promotion is made. That’s fine, and it will get them in the กPeople on the Moveก column on page 8 in the business section. It’s an ego stroke for the employee, but that’s about it. Savvy publicity seekers use the Executive Appointment release to generate real publicity. Here’s the key don’t just announce that someone’s been hired or promoted. Rather, explain why the move is significant to the company and perhaps the market as a whole.

For example, Jane Smith has been hired as your company’s new director of sales. Not so exciting. However, the reason you hired her is because she came from a major online retailer and is planning to overhaul your sales system to compare with the state oftheart systems used by the big guys. Hmmmm…that’s a lot more interesting. So why not tell the media about it?

The key ingredient is context. Your headline may still look like that of a typical Executive Appointment release (Acme Names Jane Smith New Director of Sales), but starting with the subhead, you begin your journey off page 8 of the business section and onto page one (Hiring of Key Figure in Online Sales Explosion Marks Important Shift in Acme’s Sales Strategy). Ah, now you’ve entered the realm of news, not business as usual. And a sharp business editor will see that a local company is doing something far more significant than just making a hire.

Dateline the release, fax (or even messenger), email or regular mail it over to your local business editor and follow up with a phone call. Offer Jane Smith for interview, too.

The Media Alert

The Media Alert is a deceptively simple creature. It’s essentially a memo from you to TV, radio and newspaper assignment editors, city desk editors and others who decide whether a particular news event is worth covering. They’re used to alert the press about news conferences, charity events, publicity กstuntsก and other events.

The point of the Media Alert is to, in just a few seconds, tell a journalist about the event, how to cover it and why it’s important that the media outlet, in fact, covers it. Most publicists are pretty good on the first two points almost all media alerts do a decent job of telling what the event is, where it will be held and what time it starts. It’s the third aspect the กwhyก that will make the real difference, though. And it’s the thing most publicists do a lousy of job of conveying.

First, a word about format. Use standard press release headings (contact info, กFor Immediate Releaseก and headline). The rest of the document should be a few paragraphs, spaced at least three lines apart from one another. The first paragraph, should begin with What: and continue with a one or two line description of the event (WidgetFest 2004, a celebration of young minds). Next paragraph, When:, after that Where:

Now here’s the key paragraph,

Why You Should Cover WidgetFest 2004: The brightest young minds from around the region will gather to present their inventions, as Acme Corp. celebrates the state’s top high school science students. The event will be a visual feast, with a host of awe inspiring inventions, many colorful, active and exotic, on display. As part of the event, more than $10,000 in scholarships will be distributed to budding Einsteins by John Smith, Ohio’s Science Teacher of the Year.

The key? This line: ‘the event will be a visual feast, with a host of aweinspiring inventions, many colorful, active and exotic, on display.ก I just spoke an assignment editor’s language, telling him that this will provide lots of cool visuals, making for great video or photos. The bit about the scholarships and the Science Teacher of the Year assures him that this won’t just be a promotional stunt. So what are we offering? A nonpromotional, feelgood event with great visuals. Just what an assignment editor is looking for.

About The Author

Bill Stoller, the กPublicity Insiderก, has spent two decades as one of Americaกs top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PRHungry Businesses http://www.PublicityInsider.com/freepub.asp heกs sharing for the very first time his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Billกs exclusive new site: http://www.PublicityInsider.com

This article was posted on January 04

by Bill Stoller

Media Training 101 The Secrets Of Writing A Goo

Media Training 101 The Secrets Of Writing A Good Press Release

by: Sandra Stammberger

Does the thought of trying to get publicity for your business seem like something that you can’t do yourself, and would have to hire a professional for? Do you think that writing a press release is totally outside your ability to do? Does the thought of talking to the media about your business make your mouth go dry and your stomach clench? If so, take heart, because you’re about to learn how you can take care of your own publicity, simply and easily.

Getting publicity for your business can seem like an impossible task something that only happens for กbigก companies that can afford to hire publicists.

The reality is, getting free publicity for your business isn’t that difficult. Welcome to กMedia Training 101 The Secrets of Writing a Good Press Releaseก. By the time you finish reading this article, youกll not only understand the basics, youกll know what goes into the process, and what you have to do to get started writing your own press release.

First of all, letกs go over some basic terminology you need to be familiar with.

Press Release: A statement with useful and relevant information that is written for distribution to the media.

Hook: The information or larger story that you can use to attach your press release to. Using the right กhookก in the right way can help you to get more publicity for your business.

Spin: Telling your story your way.

The good news about learning to write a Press Release is that there is an established format that you need to follow. And once youกve learned the basics, writing a press release is a kind of กcookie cutterก process. Here are some basic ideas to keep in mind:

Make your news กnewsworthyก. A press release is not a sales advertisement. A good press release answers all of the กWก questions (who, what, where, when and why), and sometimes กhow.ก Your purpose in writing it is twofold: to provide the media with useful and relevant information about your organization, product, service or event and to get your name out to your target market.

Begin with a strong headline. Your headline and first paragraph need to grab the reader’s attention. Without being flowery or overly dramatic, you have only the first few seconds to grab your reader’s attention and get them to read your story, and decide if it’s worth running. So don’t blow it by being vague or weak. The rest of your press release can give them the nittygritty details.

Tailor your story to your Primary audience – the media. Your secondary audience is your target market, but if the media doesn’t decide that your story is newsworthy and runs it, your potential customers will never know about it!

Pay attention to your writing. Sometimes, especially in rural areas and online, the media will run your press release in their publications with little or no modification, so make sure you’ve used your spelling and grammar check before sending it, and keep to the facts. Most of the time, journalists will use your press release as a stepping off place for a larger feature story, especially if you can show larger relevance to other current events. Always develop your story as you want to have it told – put YOUR spin on it. Even if your story is not reprinted verbatim, always remember what YOUR purpose is in writing it – to provide exposure for you, and to help brand you as an expert in your field.

Not everything is news. Just because you are excited that you made your first big sale, or started a new product line, or wrote your first article, doesn’t necessarily mean that the press are going to think you have a newsworthy story. From the time you start your first draft, keep your audience in mind. Who will find your story interesting? Why are they going to find it interesting? How is it relevant to something else that’s going on right now?

Identify a problem, and show how you’re solving it. Use real life examples about how your company or organization solved or is solving a problem. Give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? Use real life examples to powerfully communicate the benefits of using your product or service.

Stick to the facts. Always. Tell. The. Truth. Avoid fluff, embellishments and exaggerations. It is part of a journalist’s job to be skeptical. If you want to use publicity effectively, then you’re not looking for a one night stand. You want to gain the trust of the media, establish your credibility, and build an ongoing relationship with your local media, so that you become a resource for them within your industry.

Find your ขhookข. Try to make your press release timely. Keep informed about what’s going on in your community, in your state, region, the country or the world. Is there a local, regional or national news story that somehow ties in to your industry or your business? If you can hook your press release to current events or social issues, you increase your chances of having it picked up. If not, then make sure your story is relevant to the needs, wants or problems of your community or target audience.

Use an active, not passive, voice. Use strong verbs that will bring your press release to life. If there is controversy, describe it. There is an old adage in the news business: ขIf it cries it flies, and if it bleeds, it leads.ข (Not very nice, but it’s often true.) So, while you may not be crying or bleeding, make what you’re writing about stand out. Use active verbs. Write ขpartneredข rather than กentered into a partnershipก or ขengagedข rather than ขinterestedข, etc. Writing in this manner will help guarantee that your press release will be read.

Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as กadded bonusก or กfirst time everก. Paint a strong, vivid picture in the minds of your audience by making each word count.

Use jargon sparingly. There are times that some jargon is required if your goal is to optimize your news release for online search engines, but whenever possible, speak plainly, using everyday language. Avoid words like กcapacity planning techniquesก and กextrapolateข.

Avoid hype. The exclamation point (!) is your enemy. You will destroy your credibility by using hype. If you must use an exclamation point, use one. Never do this!!!!!!!!!!

Get Permission. Most people and companies are very protective about their reputations. Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations. If there is a hint of a dispute in this area, chances are your press release will be tossed aside, and never used. And you will lose your credibility.

If you follow those simple rules, youกll be able to put together a newsworthy story that will help you achieve your goals of getting the word out about your business.

About The Author

Sandra Stammberger is the owner of Insider Scripts. At Insider Script’s programmers are working around the clock to develop affordable, powerful money making scripts that will help you drive traffic to your business. http://www.insiderscripts.com.

[email protected]

This article was posted on August 26

by Sandra Stammberger

Think Inkjet Unleash Your Imagination

Think Inkjet Unleash Your Imagination

by: Niall Roche

Add unlimited dimension to creative crafts with your computer, inkjet printer and specialized media. Inkjet printing opens the door to thousands of colors. Why print them all on white paper? If you can think it… you can inkjet!

Unleash your imagination. Specialty papers are just the beginning of endless media alternatives to standard printer paper. Highresolution photo papers in glossy and matte finishes transform family photos into enduring memories. Parchment and confetti papers add elegance and personalization to text printing, making treasured gifts and display items out of your favorite writings and adding warmth and cordiality to your invitations and greeting cards. As wonderful as these papers are, they are only the beginning of what you can do with a little imagination and your inkjet printer.

Metallic inkjet media is available in gold, chrome, and silver. Although metallic inkjet media accepts print in either color or black and white, generally black and white prints will present better on gold. If you print yellow on silver metallic media, it will look like a gold inlay. Orange printed on silver looks like bronze.

This transformation takes place between the ink and the media so you don’t have to apply difficult text and photo manipulations to achieve elegant results. Add dazzling effects to photos and text with holographic film. The base color of holographic media is silver. Holographic film reflects the full color spectrum and presents your print project in a rainbow of colors, changing along with the angle of view.

Super Color Shrink is a pliable plastic that accepts inkjet print. After printing, you bake the plastic and it shrinks and hardens, reducing the size of your image and adding texture to your project. Super Color Shrink is available both transparent and white art sheets.

Even if you can’t paint like Monet or Van Gogh, you can still create a masterpiece on canvas with Super Color Art Canvas. Designed for use with inkjet printers, Super Color Art Canvas is actually a specially coated nylon surface that renders your images and photos so beautifully that you probably won’t even want to frame them!Cling Window media makes window posters and removable art that adhere to most glass, plastic and baked enamel surfaces.

As you probably know, it is impossible to print the color white, but you can make white embossed prints with inkjet embossing paper and white embossing powder. Inkjet embossing paper keeps inks from drying. Sprinkle your prints with embossing powder and then heat the image with an embossing tool or heat gun and watch as your design becomes an embossed raised image. Find both white and clear embossing powders at any good craft retail store. Preserve embossed images with a clear acrylic spray.

Apply your designs to unpainted wood, marble, slate, and leather with inkjet rubon decal paper or use water slide decal media to decorate glass, metal, ceramics, candles…

Combine imagination and specialized inkjet media to extend your creativity to the limit. The possibilities are endless when you think inkjet!

About The Author

Niall Roche

http://www.inkjetprintables.com provides tons of useful information for any inkjet or printer owner. Everything from tips and advice to reviews of individual suppliers Inkjet Printables has it all.

This article was posted on October 18, 2004

by Niall Roche

Public Relations Strategies: Focus PR Campaigns wi

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

by: Richard Cunningham

Prior to launching a new public relations campaign, evaluate the media coverage you’ve gained and dig deep into the coverage your competition has received.

One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage. Taking the time to document and analyze press announcements, bylines, sourcing, thoughtleadership, and overall media relations helps to focus and streamline PR campaign tactics.

In the audio book, ขSound Advice on Public Relations,ข author Susan Misukanis says it is important to ขidentify who, in your marketplace, is winning in terms of positive press coverage.ข Evaluate who distributes the most press releases, and whether they are actually picked up by the media.

ขKnow who is continuously being quoted as an expert source within stories,ข says Misukanis. ขQuantify how many articles are being contributed, or bylined, by your competitors.ข From this, you begin to identify whether the companies being bylined are considered thoughtleaders.

Finally, obtain media kits from the publications in your market space, and study their circulation and reader profiles. ขYou can understand with whom your competition is building mindshare – which constituents’ categories your competition is reaching,ข says Misukanis.

Weighing these findings, you’ll be surprised how focused your PR campaign will become, and how clearly you can position your company’s public relations visàvis the competition.

Susan Misukanis offers advice on public relations strategies each week in the free audio newsletter from What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

This article was posted on January 19, 2004

by Richard Cunningham

Tooting Your Own Horn

Tooting Your Own Horn

by: C.J. Hayden

กIf he who has a thing to sell Goes and whispers in a well, He won’t be so apt to make the dollars As he who climbs a tree and hollers!ก Anonymous
Every day in your business, something happens that others should know about. You give exceptional service to a client; you reach out to a new type of customer; you demonstrate your expertise on an important topic. Yet most of the time, the only people aware of these significant events are the individual you are speaking with and you.
We might chuckle at artists or performers who are waiting to be กdiscovered,ก but sometimes business owners are just as guilty of hanging back when thereกs boasting to be done. Below are some examples of occasions for informing the media, your clients, referral partners, and very importantly, POTENTIAL clients that you have done something special:

Winning an award or competition
Being elected or appointed to office in a professional or civic organization
Obtaining an important new client or contract
Giving noteworthy service to an existing client
Opening or relocating your office
Expanding to serve a new market
Offering a new product or service
Launching a new or redesigned web site
Publishing the first issue of a newsletter
Reporting an invention or discovery
Expressing a unique opinion on a topical subject
Being selected to speak at a major conference
Completing a survey or study
Having an article, white paper, or book published
Getting a mention in the news
Landing an interview on radio, TV, or a live chat

When any one of these events occurs, notify all your clients, prospects, and referral partners by letter or email. Include a copy of any item referenced in your letter, or let readers know where they can learn more. For example, if you will be speaking at a conference, mail a copy of the program, or mention the conference web site.
It gives you extra credibility if the event you’re reporting is also acknowledged by someone else. When you give great service to a client, ask for a testimonial letter. Then include the letter in mailings and your marketing kit.
Many of these developments are newsworthy enough to inform the media. Write a news release describing what has occurred and your opinion about it. If you win an award, describe how it made you feel. If you are elected to office, outline your goals for the organization. Include in your release a brief paragraph about your background.
Send your news release to your own trade press and all your local media outlets. If you are nationally known already, include national outlets as well. Follow up with a phone call to offer additional information and find out if they plan to run the item.
When you do appear in the news, no matter how small the mention, capitalize on it. Unless you are on the cover of a major publication or featured on national TV, don’t expect a lot of people to contact you as a result of your appearance alone.
In addition to reprinting articles about you or by you for everyone on your mailing list, keep them on hand. Include them in your marketing kit for prospective clients, speaking engagements, and future media opportunities. Use them as handouts at trade shows. Frame them and hang them on the wall of your office. Post links or entire articles on your web site.
When you land a radio, TV, or live chat interview, let everyone on your mailing list know when you will be on. Youกll probably get more business from telling people about it than you do from the program itself.

About The Author

C.J. Hayden is the author of Get Clients NOW! Thousands of business owners and salespeople have used her simple sales and marketing system to double or triple their income. Get a free copy of กFive Secrets to Finding All the Clients Youกll Ever Needก at http://www.getclientsnow.com

This article was posted on May 02, 2004

by C.J. Hayden

CauseRelated Marketing

CauseRelated Marketing

by: Steven Van Yoder

Altruism. Corporate responsibility. Philanthropy. These are often used to describe causerelated marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among todayกs increasingly hardtoplease consumers like a company‚s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Powerful marketing edge

Causerelated marketing can become a cornerstone of your marketing plan. Your causerelated marketing activities should highlight your companyกs reputation within your target market. Causerelated marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

Increased sales

Increased visibility

Increased customer loyalty

Enhanced company image

Positive media coverage

By choosing a cause you are passionate about, causerelated marketing is emotionally fulfilling. Itกs a way to merge your profit center with your กpassion centerก and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.

RealWorld Success Story

Cosmetic dentist Mark McMahon made himself a media minicelebrity with a thriving practice due in part to his highprofile pro bono work in his community, a strategy that landed him radio and TV appearances in areas where he worked.

McMahon established partnerships with local charities, including a homeless shelter and a shelter for battered women, and offered free dental services to their members. Before each event, he contacted local media and let them know what he was up to. Several TV crews showed up, filmed him treating patients, and later aired the segments on the evening news.

‘these events were surprisingly easy to arrange, and every year, theyกd help us get press simply by doing these charitable promotions,ก McMahon says. กLocal television news stations loved the emotional element. And it was obviously rewarding to see patients after weกd treated them whoกd been in pain for months talking about how glad they were to be relieved of their toothaches.ก

Another project involved the Delancey Street Foundation, a residential education center for former substance abusers and exconvicts. กI agreed to treat some of their membersก acute dental needs,ก McMahon says. กI quickly appreciated the media appeal of transforming the appearance of these roughlooking guys with terrible smiles.ก

McMahon captured the event with before and after photos. ‘these guys had missing teeth and terrible smiles,ก he says. กSo I had a professional photographer capture before pictures of these guys in street clothes with their snarling faces. After I fixed their teeth, we took more pictures, but this time dressed the guys in suits and ties, now looking like lawyers and accountants, with me sitting right in the middle. The media loved it, and it was great seeing these men looking like new.ก

McMahonกs TV appearances created name recognition. กAfter I did the story on a local television show, I was recognized in my gym by a masseuse who had seen the show,ก McMahon recalls. กShe said, กI was thinking about you this morning while I was flossing my teeth.ก She became a great source of referrals.ก

(Excerpted from the book Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort, by Steven Van Yoder)

Getting Started

Causerelated marketing yields mutual benefit. Look for partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a causerelated venture.

There are many types of mutually beneficial relationships you can form with your causerelated partner, including special events, sales promotions and collection plans. An easy way to embrace a cause is to team up with a charity.

Whenever Johnny กLoveก Metheny, a slightly famous nightclub owner in San Francisco, opens a new club, he shares the limelight with a local charity. กI have a history of including the Leukemia & Lymphoma Society in my grand openings,ก says Metheny, who was voted the societyกs Man of the Year in 1991. กItกs not only something I feel good about, but it helps us market our businesses to the community and media at the same time.ก

Volunteer with an organization. When Eunice Azzani, an executive recruiter, volunteered to serve on the board of the San Francisco AIDS Foundation, she didn’t anticipate that it would connect her with executives from Mervynกs, Bank of America, and Wells Fargo Bank, all of who eventually hired her to work for them.

กPeople don’t hire a piece of paper or a process. They hire people they trust,ก Azzani says. กVolunteering for a position at a local organization makes you very trustworthy.ก She advises business owners to target causes they believe in. กIf you’re helping with a cause you believe in, people will see that you care. And theyกll realize you will probably care as much about your work.ก

As your partnership takes shape, become ambassadors for each other. Talk about the charitable organization and have flyers available. Promote the organization (and your partnership) on your website and in your newsletters. Ask your partner to extend the same courtesies to you.

Never lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest in your company and motivate people to buy from it. Select a cause that is important to your target market, and make sure your target market sees that connection.

About The Author

Steven Van Yoder is author of Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort. Visit http://www.getslightlyfamous.com to read the book and learn about กslightlyก famous teleclasses, workshops, and marketing materials to help small businesses and solo professionals attract more business.

[email protected]

This article was posted on November 04, 2003

by Steven Van Yoder