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

Getting a Killer News Hook

Getting a Killer News Hook

by: Bryan Thompson

Getting a news hook.

When you are going to write a press release probably the most important thing you can do is create a killer news hook. A press release without a news hook is just blatant advertising, plain and simple. There is nothing that turns off journalists more than a press release that’s just advertising, and when you turn them off, they’re often off for good.

So, with this in mind, creating a news hook for your press release and media plan in general is probably the most important thing that you can do. But, how do you do it?

A news hook can be defined as the property in your press release that really makes a person read it and say, ขI’m glad that I read this. This is really news.ข A news hook does not directly try to sell something, but to put some real news in front of the reader and encourage them to learn more about you.

If you are a major company, almost anything you do could be considered news. Take Google, for example. Everything they announce tends to be frontpage news, no matter how small it is. However, your probably not so lucky, so you have to look pretty had.

If you are selling cars in a local dealership, a news hook could be if a local celebrity if performing a function at your dealership or even if they are long time and outspoken customers. If you are selling hair dryers, upgrading your model form XD1000 to XD1001 is not news outside of the hair dryer community. However, there are plenty of ways to generate news out of something that normally cannot be considered news.

To do this, you must ask yourself the 6 questions that every journalist is always asking

Who

What

Where

When

Why

How

If you are able to answer all of these, then you have something that can go onto the next stage. If you are not able to adequately answer these questions, then you have to try again and find something that can legitimately be considered news.

When you have this, then what you must do is think about

What a member of the general public would think about this news

What journalists would think

What a member of your target demographic would think

When you get this, decide how you will address each group. If you want PR, then you will typically have to go through the journalist. The journalist should have a good idea of what the general public wants and what the target demographic wants, so if you have news, they will pass it on.

With this in mind, if you are selling something specialized, and then you should target publications and media that focus on that specific industry. If you have something more general, then you should focus on the more general media.

About The Author

Bryan Thompson is a young entrepreneur and founder of Press Release Writing Online ( Http://www.prwritingonline.com ). In his experience as a freelance publicist, writer and entrepreneur, he has worked with dozens of small, medium and large companies. He is also writing a book on the basics of Publicity for small businesses and managing several other businesses at the same time. You may contact him at [email protected].

[email protected]

This article was posted on September 11

by Bryan Thompson

Secrets to Writing Powerful Press Releases

Secrets to Writing Powerful Press Releases

by: Ted Kushner

Using press releases for marketing purposes has become increasingly popular lately.

There has been an increase of firms springing up online offering optimized press release services for individuals or firms wanting to get the word out about their web sites, newsletters, products or services.

Using press releases can be a very effective marketing tool if constructed properly. Learning to write a powerful optimized press release can often drive tons of targeted traffic to your web site.

The real secret behind writing any effective press release is to plan your release out carefully before publishing it.

A poorly constructed or planned press release is just a waste of your time and resources. You want to target the message of your press release for the purpose it was meant for.

So, the first thing you must do before writing your press release is to figure out just what do you want to accomplish with it?

Do you want to create some brand awareness for your site or products?

Do you want to add additional subscribers to your newsletter or ezine?

Or are you trying to promote a new product or service you have developed or are marketing?

Once youกve decided what the most compelling reason is for your press release, you can then get down to the business of writing it.

The first thing you may want to do is sketch out a rough draft of your press release to see how it flows. Does it provide the needed information to get the word out and has it been properly formatted?

Most press releases have a certain format that they follow. If you’re unsure of how to format your press release correctly you can view a sample press release template here at http://www.prweb.com/pressreleasetips.php#template.

The number one most important aspect of your press release is your headline.

Get it wrong and you will limit the effectiveness of your release.

Your headline is what the search engines are going to pick up on first. So make sure you use it advantageously. List any key points here, using your keywords or a catchy headline so that it will grab your readerกs attention.

Again planning is essential. If promoting a new site include the URL in the headline. If promoting a product or service then include some keywords in the headline.

Some press release services use a summary box. I normally write a catchy oneparagraph recap of my press release using some of my targeted keywords.

Without being spammy, I will normally optimize my press release by using some of my targeted keywords in the first and last paragraph. I will also include some of them throughout the release for a keyword exposure of approximately 23% saturation.

Tip: if you’re promoting a web site, I will normally mention my URL around three times within the release for the maximum benefit.

One of the first questions I had when I first started writing press releases was what was considered a great release? What did it consist of and how was it constructed?

Being curious, I emailed my contact at http://www.prweb.com/ and asked them if they could show me a few press releases that they considered as excellent examples.

These releases have received their editorial scores of 5 on their scale of 1 to 5; with five being the highest.

They sent me three of them for review and you can see each one of them here:

http://prweb.com/releases/2005/2/prweb136748.htm

http://prweb.com/releases/2005/2/prweb149213.htm

http://prweb.com/releases/2005/2/prweb203448.htm

Study each one of these against the press release template to see what is required for an effective release.

Note: to get additional exposure for your press release via www.emediawire.com you have to have an editorial score of 4 or higher. So it is to your benefit to write the best release you can the first time around.

Once you have studied the examples and want to try submitting you own press release you need to know which ones are the most popular ones being used.

Here are some of the press release services I have used and found to be effective:

http://prweb.com/

http://www.pressbox.co.uk/index.html

http://www.webwire.com/default.asp

http://www.247pressrelease.com/

With most of press release services you can submit your press release for free or via paid inclusion. Paying for inclusion gives you the benefit of faster indexing into the search engine news services and natural search engine result pages.

Normally your release will be picked up by Google news within a few hours after its release. From there it will normally show up in the natural search results within a few days or a week.

I have used both of these services in the past but have found that paying them at least the minimum amount allows me to view my stats online. It also allows me to choose different categories for my press release to be displayed in, giving my release a chance for wider coverage.

So using press releases can and is a very effective marketing tool that you can use for promoting your web site or affiliate products if done correctly.

By using press releases, I have been able to create a steady flow of targeted visitors to my web site and affiliate programs while generating dozens of back links to my web site.

Even though the effects of each individual press release may be short lived, they still have provided me with both free and inexpensive ways for getting hundreds of new visitors to my site and quite a few top ten positions in Google for my targeted keywords.

So get to it and write a few press releases your self and see what they can do for you!

Copyright 2005 Ted Kushner

About The Author

Ted Kushner of AffiliateRevenueSources.com can show you the powerful benefits of writing press releases for promoting any product, service or affiliate program. Learn how you too can get multiple top ten positions in Google using press releases at: http://www.affiliaterevenuesources.com/powerfulpressreleases.htm.

This article was posted on March 13

by Ted Kushner

Learn The Five Key Steps To Getting Free Publicity

Learn The Five Key Steps To Getting Free Publicity

by: Dianne Beiermann

For many of us, the idea of getting free publicity can be a confusing and daunting task. So why do it? Because free publicity really works and if you are looking for ways to attract new customers to your internet business, free publicity is by far one of the best ways to do it. I am going to share with you five key steps to getting free publicity for your products. They go as follows:

1) Website Focus: Make sure your site is focused on a specific category of products. I cannot stress this enough. The editors will often check to see if your site features products that are in the same category as your product press release. This is one of the key ways you can get free publicity for your products. Because when you send out a press release on a new product, the editors will check your site to make sure that you offer similar products. Once they see that you offer a wide range of products in this same category, you will greatly improve your chances for getting free publicity for your products and website.

2) Target the right magazines for your products: I have talked to many people who are tempted to send out their press releases to every magazine available. I strongly advise against doing this. It is simply not effective and can even upset the editors when you send them information not related to their audience. It also reduces your chances of getting in the magazines if you are sending out press releases to every magazine category. The key is to stick with the most targeted magazines for your products and only email them with your product announcements.

3) Be consistent and patient while emailing the editors: it is very important to be consistent when you email the editors. Try to introduce a new product on a monthly to bimonthly basis to the editors of the magazines. If you do it on a consistent basis before you know it, one of your products could be picked up in one of the magazines. It is also important to be patient with the process. You may not here anything for a few months and then all of a sudden you will find out that a magazine picked up your press release and is running it. On average it takes print magazines a month to three months to print your press release. For online magazines you could have your press release picked up within days or weeks. That is why it is important to target both.

4) Be prompt to an editor’s request: Be prepared when the editors contact you. Many times an editor will want to contact you and ask some basic questions about your company. Another reason they might contact you would be to include your product in their next issue.

When this happens the editor will ask you for a 300 dpi photo of your product to be emailed to them so they can put it in the magazine. Through the years of doing email press releases, I have learned to contact my suppliers before I send out a press release and ask them for a 300 dpi photo. I keep the photo(s) on file in a computer file folder marked ขeditor’s photos.ข They are easy to retrieve, and since I already requested the picture ahead of time, I can just retrieve it from my file and send it to the editor within minutes of the request.

5) Personalize the Press Release: Whenever possible find ways to personalize the press release. Here is a simple technique you can use: Address the email to the specific editor of the magazine. Instead of writing: ‘to the editors of the magazineก Take the extra step of searching the magazine’s website for the name of the editor and address them accordingly. To find out more about getting free publicity for your products and site visit http://www.productpressrelease.com

About The Author

Dianne Beiermann is a resultsdriven internet marketer and online business owner. Dianne Beiermann is one of the leading experts in press release marketing for online businesses. Productpressrelease.com specializes in assisting individuals and businesses with obtaining free publicity for their products and website. You can visit their site at http://www.productpressrelease.com or call 18003713945.

This article was posted on March 12

by Dianne Beiermann

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

The Big Bang Publicity Campaign

The Big Bang Publicity Campaign

by: David Bell

Famous is as famous does and the famous get known through publicity. Yes, thatกs right, fame doesn’t discover you, you create it through strategic campaigning. Whatกs more, the techniques for increasing your exposure isn’t as difficult to attain as you might think. A great publicity campaign starts with courage, then planning, and lastly, it succeeds through persistence. If your not sure why you should seek fame, consider fortune because the two go hand in hand.

Fame will bring your business into the forefront of your target audience faster than any advertising campaign can hope to do. It solidifies you as an expert and creates a deep, abiding confidence in the consumer. It makes you a shining star with infinite possibilities. So whatกs are the steps you ask? Well paste a gold star to your forehead and letกs get started.

1. Press Releases: Increase awareness through a press release. Yes, I know, press releases have become quite the popular little tool around cyberspace with releases being blasted hither and there, but is it working? Probably not. Blasting your press release will bring blasted little results. Instead, thoughtfully put together a very dynamic one page press release and target publications that would be most interested in you and your business. Don’t drone out the details, make that press release sing your praises. Then send it to a real live editor and follow up with a phone call. In other words, let the press release be the invitation to your follow up phone call. Begin making connections with the media. Be polite, be excited, and be patient.

2. Create A Press Kit: A Press kit is basically an exaggerated press release turned into a package. Itกs more complex, tells more about you and your company, and is all pulled together into a nice neat folder. Of all the questions I receive, first is, what is a press kit? Simply, it is a folder of information about you or your business. It should contain:

An Introduction Letter

One or Two Press Releases

A Fact Sheet (This contains the facts about you or your business.)

Bio Sheet (Which is a biography of you and your accomplishments.)

Copies of Published Articles

Company Literature

A Business Card

Send your press kit when an editor, publisher, or producer wants to know more about you.

3. Newsletters Offline. Don’t forget that a whole world exists offline. Locate newsletters or smaller print publications offline and submit articles. This can be a very dynamic way to increase your exposure as well as add to your press kit. You can locate newsletters in your subject area by visiting the local university library reference section. Ask for a directory of trade newsletters and do your research. Once you have been published, itกs easier to step up to the larger publications. Fame starts small and then snowballs onto itself.

4. Speak Up! Yep, thatกs right. Start giving speeches on your area of expertise. Start locally at civic clubs and local educational programs. Then find the local talk radio shows and make your case to the producer. Itกs surprising how many talk radio shows are actively looking for new speakers. Once you have achieved Talk Radio, the opportunities will start coming to you.

5. Publicity Pitches: Put together several dynamic article ideas. Just the ideas, not the actual article. This is called a Publicity Pitch. Take those ideas and then pitch them to editors of targeted publications. This can work very well as it saves Editors time and puts the outline right into their hands. As a past Editor I know how well this works. Editorกs love ideas, especially ideas that are completely outlined and correct for their readership. This means don’t send pet article ideas to cooking magazines. Send pet articles ideas to pet publications. Seems like a no brainer, huh? But youกd be amazed at what editors see that don’t apply to their own publication.

Fame comes from planning and persistence. It has itกs rejections, but if you can learn not to take it personally, it will eventually work. Remember, once you start, keep going. Once you stop, you have to start all over.

I hope this helps in your future marketing decisions.

About The Author

David Bell is Manager, Online Marketing, at http://www.wspromotion.com/ , a leading Search Engine Optimization services firm and Advertising Agency.

This article was posted on April 25

by David Bell

Digital Printing Press: An Update

Digital Printing Press: An Update

by: Marlon D. Ludovice

Way back in 1998, the digital printing world refined its processes and made significant production operating cost reductions, as well as introduced various new equipment and technology in printing. This revolutionary trend is expected to accelerate as the industry moves in the coming years.

Digital printing progress is being made in both the fixedimaging onpress plate making approach, as well as the directtopaper technology (plateless variable imaging) alike. The popular กI can do it better, faster and cheaper than you can,ก was the battle cry of Indigo, Xeikon, IBM, Xerox and Agfa, as the variable imaging digital color printing press pioneers intensified their maneuvering for market share. A good sign of variable digital color printingกs expanding reach into the traditional print market is the press dealerships.

The association of new models and the noticeable modifications on existing modern machineries opens a better and less expensive production performance which will provide a better service to the general customers. All moving at the direction where cost of digital variable printing has declined considerably. And a decline in cost is enlarging the market.

Xeikon one of the leading provider of hitech digital printing services recently announced strategic partnership with Varis which is expected to result in sophisticated fullcolor digital printing software becoming available early this year. Indigo has announced two new press configurations, one at each end of the cost and performance spectrum.

Today with highspeed color copiers are beginning to look more like lowend variable imaging digital printing presses. Xerox has split its DocuColor 40 copier/printer line into two basic versionsthe 40 CP and the 40PRO. The 40CP is a network connected copier/ printer equipped with a digital controlled from EFI. Itกs suitable for walkup copying as well as lowvolume network printing. The 40PRO is intended for sophisticated color document production, which emphasizes speed and color quality.

As printers look at reequipping their plants for the 21st century, difficult choices between conventional and an emerging digital press must be made. A mistake can put a firmกs survival at risk, but failure to reequip to meet client expectations will almost certainly be fatal. Knowing when to harness available pressroom technology has become printing managementกs most difficult task.

Digital press development is proceeding at an accelerating pace for both fixed image and fully variable imaging presses. Fixed image developments are being led by directtoplatemaking onpress technologies. Fullcolor, 100 percent variable capability presses are entering the production mainstream as their operating costs decline, while output quality improves and the presses become wider and faster.

About The Author

Marlon D. Ludovice

Actually I’m not fond of writing, I don’t even write at all. I am not expecting to be in this field. But nevertheless, I love to read books…almost everything interest me. Reading is my passion! And now that I am in an article writer team, writing gives me an additional thrill in myself…Before I love to read books but now I’m also in a writing stuff. I can say that I am not a good writer but I am always trying to be one.

For additional information and comments about the article you may log on to http://www.aprintingpress.com

[email protected]

This article was posted on April 13

by Marlon D. Ludovice

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

Software Promotion

Software Promotion

by: Sharon Housley

Software Announce

Creating amazing software is only half the battle. Telling the world about your software is the other half. With working capital, consider employing someone who specializes in software promotion. To work with an established reputable firm can esure success when marketing software. Two promotional companies that know the software industry, and can provide valuable marketing advice and insight are:

Shareware Promotions http://www.sharewarepromotions.com

Dr File Finder http://www.drff.com .

Outside of hiring professionals to market software, there are still a number of options for marketing software, in most cases, the only investment will be time.

1. Post Press Releases to Online Resources

If press releases or product announcements are sent out, consider posting the announcements to websites, there are a number that allow for press release posting free of charge. The releases on these sites are occasionally picked up by publications looking for information or filler content. Another side benefit to these listings is increased link popularity, which helps with search engine ranking. A list of sites that allow for press release posting can be found under กpress release postingก A number are available at http://www.softwaremarketingresource.com/pressreleases.html

2. Post Announcement on Usenet

A number of Usenet groups allow for posting of announcements or press releases. Most of the announce groups in Usenet contain กann.ก in the domain address. To locate topic specific announce groups consider searching Newsguy.com. A list of common software announce groups are listed below.

comp.software.shareware.announce

fm.announce

3. Post to Forums

Forums also contain sections in which you can post announcements. If the application is niche product, consider searching for topic specific forums in addition to the general software announce forums listed below. Be sure to post any announcements in the appropriately marked กannounce forumก

http://www.smallbusinesssoftware.net/forum/

http://forum.mypdacafe.com

http://forums.digitalsea.com/

http://download.net/forums/index.php

http://www.developersforum.com/

http://v2.tlab404.com/forum

Topic specific software announce forums are also available, such as http://www.messagingsoftware.com/forum only messaging related announcements are welcome

4. Search Usenet

To determine if there are recent inquiries regarding related software or your products and to post appropriate responses search Googleกs Forum directory (by date): http://groups.google.com/

5. Present to Local User Groups

User groups are filled with technically savvy individuals who have an interest in technology and software. Consider attending and presenting software at a local user group meeting or a SIG (special interest group). The targeted audience will often share information, about software that impresses them, with friends or other user groups. To find local user groups search the database located on the Association of Professional User Group (APCUG) website at http://www.apcug.org or post an inquiry to the user group forum on http://www.smallbusinesssoftware.net/forum/

6. Partner with Other Developers

Consider a developer newsletter exchange. Complimentary products often do well when presented properly. Provide a discount or affiliate exchange to sweeten the offer of a mention.

The extra effort expended to make potential customers aware of products can go a long way to ensure the success of a well designed application.

About The Author

Sharon Housley manages marketing for NotePage, Inc. http://www.notepage.net a company specializing in alphanumeric paging, SMS and wireless messaging software solutions. Other sites by Sharon can be found at http://www.softwaremarketingresource.com , and http://www.smallbusinesssoftware.net

This article was posted on April 20, 2004

by Sharon Housley

Best Approach For Free Advertisement

Best Approach For Free Advertisement

by: Emma Okafor

Best approach for free publicity.

Product/service publicity is the superhighway to business success everyone dreams. Then imagine having your product/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for free!!! That’s going to skyrocket your profit target only if you know how to use the best method of getting free publicity.

The milliondollar question now is, what’s the best method for a free publicity? It is the PRESS or NEWS RELEASE. The knowledge about how it works is the key to your success. This knowledge depends entirely on how you understand the psychology of the editors and new directors that publish or air your press release. This article will show you how their psychology works and how best to manipulate them for your benefits.

Number one. These editors and news directors are very busy people. Don’t bother them with your trials and tribulations or your plans for the future. They are only interested in something new and profitable to their readers or viewers. So the rule here is to sell him first. Convince him that your business fills a need to his readers, viewers or listeners. Then your press release will be welcomed.

Number two. Editors and news directors move with the trend. They concern themselves more with current issues and events. So timing of your press release with current news events is an important factor. For example a story on job layoff and increased unemployment carried out on newspapers, on TV and radio should prompt you to get a publicity release out to all the media on help and opportunity offered by your product/service.

Another kind of timing to keep in mind is publication. For Articles you’d like to appear in the Sunday paper, you’ll generally have your release in at least nine days prior to the date of publication.

Number three. Media men appreciate polite gestures. When an editor uses your publicity release, always followup with a customized “thank you” note. Next time you send out your publicity release with others, his more likely to pick yours. If he doesn’t use your publicity release, never call him demanding to know why he didn’t use it or only gave you a mention. Do this once, that particular media will “round file” my further material received from you, unopened! If your first effort is not used, change the story, perhaps write it form a different angle and try again and again.

Number four. They appreciate a formal press release. Finally you need an actual publicity release that’s well written and expected to be used by the media. It must be typed, double spaced, and short (1/2 page total length). About an inch from the top of the paper, with an inch and half margin on the side of the paper; from the left hand margin, type in capital letters: PRESS RELEASE. Then, underline this word. Immediately following the colon, in small letters put the date. Note to put the date forward, at least one day after you intend to mail the release.

On the same line, but on the right hand side of the page, all in capital letters, FOR FURTHER INFORMATION: underline it, and immediately below type your name, your phone number and your address all in small letters.

Skip a couple of spaces, then in capital letterscentered between the margin type story headline, and underline it… skip a couple of spaces, and from the left margin, all in capital letters, type the words, FOR IMMEDIATE RELEASE: from there on, it’s the news or publicity story itself.

Use these four basic psychologies of the media men and enjoy a free publication of your product/service always.

About The Author

Am Emma Okafor,an online market researcher and writer.

http://bizacumen.8k.com

[email protected]

This article was posted on November 22, 2002

by Emma Okafor

Top 7 Tips for New Businesses

Top 7 Tips for New Businesses

by: Mary Ellen Martelli

The marketing decisions you make for your new business are the most important part of making your business a success. Marketing is about building a strong presence, name recognition and credibility through various methods. Here are 7 things you can do to get a new business off the ground.

All of the time and money you invest in getting your business off the ground is wasted if you don’t make the additional efforts and expenditures to market effectively. Marketing is the process and procedures that get your name out to the public. Your advertising is only a part of marketing. You should have a plan for at least the first year of operations on a monthly basis. With a new business, your marketing is about building a presence, name recognition, status and reputation through a variety methods.

1. Have a Written Business Plan: Having your business plan in order allows you to see a very clear path to where you want your business to go. There are many resources available on the internet to guide you in this process, but basically, your business plan should include: Business Description, Key Initiatives and Objectives, Marketing Strategy and Budget, Business Overview, Location and Facilities, Description of Products and Services, Industry Overview & Outlook, Regulatory Issues Related to Your Industry, Implementation Plan and a Financial Plan.

2. Begin Your Business Branding Immediately: Have business cards, a logo, letterhead, brochure, signage and collateral materials professionally designed and printed. It will be worth the investment as your first steps towards building your business’s image. Steer clear of ขdo it yourselfข products that can be found in most office supply stores. Although it may seem cost effective for a new business, the real cost comes in the toll it will take on your company’s image. For more advice on Business Branding go to: http://maremaxconsulting.com/brandingtips.html

3. Get a Business Website. In today’s marketplace, a business without a website is like a house without a front door. If you don’t have one, you’re missing out on a very big opportunity to drive business directly to you. Have your website professionally written and designed. Make sure it is an extension of your advertising and print materials. Your branding has to extend and flourish on your home page. Prospective clients should be able to utilize your site for more information than what is already available to them through your brochure, print ads, and other collateral materials. Update your website often and give people a reason to return again and again.

4. Advertise with Consistency. One of the most powerful keys to successful advertising is frequency. A smaller ad that you run 10 times will generate much more presence that an ad 10 times the size you can only afford to run once. Start with local or regional newspapers or magazines, and set up an ongoing plan that will allow you to build your presence. Your advertising message has to speak to the consumer’s needs and most importantly give them a solid reason to call you. But, more importantly, the message needs to in front of them on a regular, consistent basis. Always be sure to use your web address in all of your advertising.

5. Get Your Business Publicized:

• Send a press release to all local newspapers and magazines in your area announcing the opening of your new business, plans for Grand Opening, and services offered. Keep your press releases short, doublespaced, and error free.

• Write letters to the editor and/or send out press releases on a consistent basis that include a professional photo that is captioned (readers are much more likely to view a photo if there is a caption to read). If you, as a business owner, do something new, such as receive an award, appoint someone in your business to a new position, join a board or professional organization or offer your services to a nonprofit organization, be sure to get all the mileage you can out of it by using it as a tool to communicate with the press. If you can plan your marketing budget to include a few professionally written and placed press releases, especially in the beginning, all the better.

• Also consider writing and submitting articles to editors of related business journals and local publications. They are often looking for articles from local businesses. Youกll get your name print, as a credible source, which has a lot more standing than any ad you can purchase in the same publication.

6. Network Network Network! Facetoface networking is one of your best sources of advertising. Be sure to take advantage of every connection opportunity you can. Getting involved will get your business name out there. Become a member of the Chamber of Commerce and be an active participant. Joining a committee, going to meetings, networking breakfasts, and special events extends the opportunities to interact with prospective clients. Volunteer to join a local arts council, charity board, or school board. You’re not only servicing your community, you’re putting yourself and your business out in front of the public.

7. Assess and Redirect Along the Way. Just because you have a written business plan doesn’t mean you should shut your eyes to anything but what you have written. After several months of being fully operational, if you find your business is taking off in one area more then another, you may have stumbled onto a genuine need that wasn’t being filled. Go with it! Assess and redirect. If you find your newspaper advertising is pulling more than your direct mail campaign it may be time to adjust the advertising budget. First, be very sure you’re not being too quick to judge. Some areas of business take longer to cultivate than others. Just as some advertising will adjust according to season, campaign, and frequency.

About The Author

Mary Ellen Martelli is President of MareMax Consulting, a full service Advertising, Marketing & Website Consulting firm, located in the Southern New Jersey / Philadelphia area. You can reach her at her website: http://maremaxconsulting.com/

[email protected]

This article was posted on September 08

by Mary Ellen Martelli

How to Create a Media Frenzy for Your Book

How to Create a Media Frenzy for Your Book

by: Dr. Jamie Fettig

Learn to use the media to create free exposure for yourself and to sell your books. And most importantly, how to be a great guest once you get on the air.

Prepare talking points before making media appearances.

Many new authors spend so much time and energy trying to get in the newspaper or on radio that when they get there, they don’t know what to say. But if you take an hour to prepare concise, compelling comments about your book, youกll come off as a real pro, increase sales, and maybe even be asked back!

The average radio interview lasts five minutes, of which three might be broadcast, and on average you might get six inches of coverage in your local newspaper. You don’t have a lot of time to waste hemming and hawing about your book, and the journalist interviewing you doesn’t want to waste his or her time either. So before you even start soliciting press coverage, write down and memorize your talking points.

You say you know your book? Iกm sure you do. But when you’re under the gun of a timed interview, or an interviewer hits you with a surprise question, itกs easy to stammer or get confused. Talking points are your lifeline. I suggest preparing a list that looks like this:

a. Whatกs the กelevator pitchก (a 10second summary) of my book?

b. Who is my book targeted to?

c. How did I decide to write it?

d. What are three passages in my book that I want to quote?

e. What can people get out of my book?

f. Where can people buy my book?

Write those down on note cards and memorize them, but keep the cards with you when you do interviews, just in case. That way, youกll come off more professional and make the most of the time you get.

Focus heavily on PR.

If you don’t believe in the power of public relations and the media to turn an unknown book into a bestseller, I have two words for you: Oprah Winfrey. Get your book 15 minutes on her show and youกll sell a million copies. Thatกs the power of the media.

Of course, getting on Oprah is the Holy Grail of book marketing, and while you shouldn’t NOT try to get on her show, you shouldn’t focus only on that. PR is your most powerful tool for creating awareness and selling books. So early on, while you’re still in final editing, start making lists of media outlets, cashing in on contacts, making calls and sending out emails.

PR works because itกs got credibility. Instead of a paid ad, people see an objective journalist reviewing your book, or a talk show host whoกs chosen to have you on her show because she liked your book. Media exposure carries tremendous weight with book buyers. Ask your friends how many books theyกve bought after hearing about them on กFresh Airก on National Public Radio.

These are some of the PR avenues you can pursue:

Reviews in any and all publications, print and online especially.

Features in print and online publications.

Radio interviews.

Television interviews.

A regular column in a magazine or newspaper or online.

Speaking engagements.

A role as an กexpert sourceก for one or more journalists.

Creating press events.

Tying your book to a charity or cause.

It all begins with your press kit. Thatกs a snazzy folder that contains the press release about your bookกs publication, a bio of you, a black and white photo of you (professionally done) and any press coverage you may have already received. Once youกve identified your media list, send that kit to the key contacts at each paper, magazine, TV or radio station.

But don’t stop there. PR is about relationships, and youกve got to strike the right balance of กeager to helpก and ‘respecting your time.ก Follow up your press kit with an email in a week or so, and stay in touch. Offer story ideas or to be quoted for a feature. Make yourself an asset to journalists and editors and youกll be surprised at the results.

Two final tips:

Always include your Web address in your PR, stories, interviews, etc.

Always get reprints, videotapes, etc. of your press coverage to use later.

Learn to use the media to create free exposure for yourself and to sell your books. And most importantly, how to be a great guest once you get on the air.

Prepare talking points before making media appearances.

Many new authors spend so much time and energy trying to get in the newspaper or on radio that when they get there, they don’t know what to say. But if you take an hour to prepare concise, compelling comments about your book, youกll come off as a real pro, increase sales, and maybe even be asked back!

The average radio interview lasts five minutes, of which three might be broadcast, and on average you might get six inches of coverage in your local newspaper. You don’t have a lot of time to waste hemming and hawing about your book, and the journalist interviewing you doesn’t want to waste his or her time either. So before you even start soliciting press coverage, write down and memorize your talking points.

You say you know your book? Iกm sure you do. But when you’re under the gun of a timed interview, or an interviewer hits you with a surprise question, itกs easy to stammer or get confused. Talking points are your lifeline. I suggest preparing a list that looks like this:

g. Whatกs the กelevator pitchก (a 10second summary) of my book?

h. Who is my book targeted to?

i. How did I decide to write it?

j. What are three passages in my book that I want to quote?

k. What can people get out of my book?

l. Where can people buy my book?

Write those down on note cards and memorize them, but keep the cards with you when you do interviews, just in case. That way, youกll come off more professional and make the most of the time you get.

Focus heavily on PR.

If you don’t believe in the power of public relations and the media to turn an unknown book into a bestseller, I have two words for you: Oprah Winfrey. Get your book 15 minutes on her show and youกll sell a million copies. Thatกs the power of the media.

Of course, getting on Oprah is the Holy Grail of book marketing, and while you shouldn’t NOT try to get on her show, you shouldn’t focus only on that. PR is your most powerful tool for creating awareness and selling books. So early on, while you’re still in final editing, start making lists of media outlets, cashing in on contacts, making calls and sending out emails.

PR works because itกs got credibility. Instead of a paid ad, people see an objective journalist reviewing your book, or a talk show host whoกs chosen to have you on her show because she liked your book. Media exposure carries tremendous weight with book buyers. Ask your friends how many books theyกve bought after hearing about them on กFresh Airก on National Public Radio.

These are some of the PR avenues you can pursue:

Reviews in any and all publications, print and online especially.

Features in print and online publications.

Radio interviews.

Television interviews.

A regular column in a magazine or newspaper or online.

Speaking engagements.

A role as an กexpert sourceก for one or more journalists.

Creating press events.

Tying your book to a charity or cause.

It all begins with your press kit. Thatกs a snazzy folder that contains the press release about your bookกs publication, a bio of you, a black and white photo of you (professionally done) and any press coverage you may have already received. Once youกve identified your media list, send that kit to the key contacts at each paper, magazine, TV or radio station.

But don’t stop there. PR is about relationships, and youกve got to strike the right balance of กeager to helpก and ‘respecting your time.ก Follow up your press kit with an email in a week or so, and stay in touch. Offer story ideas or to be quoted for a feature. Make yourself an asset to journalists and editors and youกll be surprised at the results.

Two final tips:

Always include your Web address in your PR, stories, interviews, etc.

Always get reprints, videotapes, etc. of your press coverage to use later.

About The Author

Dr. Jamie Fettig

Are you interested in the one seminar that has created more BestSelling authors than any other seminar? A seminar put on by the guy who has sold more books than every other book in the history of the world except the bible? Then get yourself to the Mega Book Marketing Seminar and train yourself to be a megasuccessful author and become a sought after speaker. Make the difference with your book that you want to make. To Register and for more information go to http://www.bazuji.com/book

This article was posted on March 18, 2005

by Dr. Jamie Fettig