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

The Ultimate PR Edge: Getting Reporters To Open Yo

The Ultimate PR Edge: Getting Reporters To Open Your EMails

by: Bill Stoller

You know that getting publicity is vital to the health of your business. You probably also know that email is the way most publicity seekers get in touch with reporters to score that precious coverage. Here’s what you don’t know: The vast majority of emails sent to journalists never get read.
Bottom line: if your emails don’t get read, you have no shot at getting the publicity you so desperately need.
Hereกs how to beat the odds:
Avoiding the Spam Trap
To a spam filter, your humble email pitch may appear to contain an array of trigger words and suspicious phrases. A server that relayed your message may be on a blacklist a กdo not openก list of known spammers. Or perhaps the filter’s having a tough day and has decided to start blocking things arbitrarily. You can’t prevent every instance of spam blocking, but you can take some steps to help lessen the chances of your email ending up in a black hole.
The most important step is learning how spam filters think, and creating emails that avoid the usual pitfalls. Fortunately, you’ll find that once you can do this many spam triggers are easily avoided.
Rather than taking up space here with all the howto’s, allow me to simply direct you a terrific site on the subject: http://www.wordbiz.com/avoidspamfilters.html
Getting Your EMail Opened & Read
After beating the spam filter, next up is getting your email opened and read. The key: the subject line. No matter how on themoney your pitch, a subpar subject line will kill any chance of getting the reporter’s attention. You’ve got one shot at getting your email opened, make the most of it with a killer subject line.
Here’s how to do it:

Place the word กNewsก or กPress Infoก or กStory Ideaก at the beginning of your email subject line, in brackets e.g.: [Story Idea]:
Try to incorporate the reporterกs first name also at the beginning of the subject line.
If you know the name of the reporterกs column, for instance กCooking with Lindaก, also try to incorporate that. One more thing if the reporter doesn’t write a regular column, try to at least include their beat (e.g. Joe, re: your future pieces on the wifi industry).

With these three tips in mind, a successful email subject line might read:
[Story Idea]: Linda, Hereกs a Tip for Your กCooking with Lindaก Column
That’s a heading that will stand head and shoulders above the rest.
Here are a few more email do’s and don’ts: Do:

Make the information you place in the subject line short and to the point. Often, reporterกs email software cuts off the subject at only a few words.
Don’t get cute or be too vague in your subject line. For example กHere’s a Great Story!ก is vague and sounds like spam; ‘this Will Win You A Pulitzer!ก will make you look silly (unless you’re delivering the scoop of the century, of course!).
Try to make your most newsworthy points at the top of your e mail message don’t expect a reporter to scroll down to find the news.
Include your contact information, including cell phone, email address, regular address, fax number & website URL at the beginning and end of the email.
Include a link to your website if you have additional information such as: photos, press releases, bios, surveys, etc.

Don’t:

Include more than a short pitch letter or press release in the body of your email.
Allow typos or grammatical errors.
Include an attachment with your email. In this day and age of sinister viruses, reporters automatically delete email with attachments.
Place the following words (by themselves) in the subject line: กHiก, กHelloก the mediaกs spam filters will pounce and destroy.
Send an email with a blank subject line.

A cool tip: Use Google News (www.news.google.com) to search for recent stories that have appeared relating to your industry or field of interest. Then, email the reporter directly (use a subject line such as Re: Your July 5th piece on electric cars). Give positive feedback on the story and let him know that, next time he’s working an electric car story, he should get in touch, as you’re an expert with provocative things to say. Give a couple of supporting facts to back up the assertion, include your phone number and web link, and ask if he’d like to see a full press kit. This technique really works!

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 July 21, 2004

by Bill Stoller

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

Leverage the Power of Publicity for Your Small Bus

Leverage the Power of Publicity for Your Small Business

by: Isabel Isidro

Your business is only as good as the number of people who knows about it. For your venture to grow, you need to start spreading the word about your business. You may have the best products your field, but you cannot expect your business to breach the milliondollar mark in sales if only the people in your street know about it. Some entrepreneurs start doing promotions only when their businesses are up and running, while some market their business even before the products or services are fully launched.

There are two ways to get your business noticed: through paid advertising and through public relations. In advertising, you pay to have your message placed in a newspaper, radio or television spot, or your banners displayed in a Web site. In public relations, on the other hand, the article or show that features your story or business is not paid for. Rather, the writer may have come across your story or business through research or references. The writer or media person deems it worthy to mention you or your business to bolster his or her arguments.

Hence, publicity can oftentimes be more effective than advertising. Not only is it costeffective (oftentimes you are paying for nothing), but also people are apt to remember an article about your business rather than advertising. People find a writeup or special feature about a business more credible and objective than a paid advertising. Publicity also reaches a wider audience: if you are lucky, the national media might even pick up your story.

Even in the online world, free exposure in the traditional media television, radio or print can be far more effective than other online marketing strategies. Nina Munk of urbanhound.com wrote in Fuse Magazine that her site saw a dramatic increase in traffic when NBCกs Today show mentioned her site much more than the links from other web sites or postings from message boards. As she wrote in the article, กForget the power of the Internet: itกs television that counts.ก

Since media has a กherd mentality,ก once a program features your business or your story, expect other publications and shows to pick it up and use you for their own stories. The mention of urbanhound.com at the Today show led to mentions in Newsday, Forbes and Ladiesก Home Journal. Without paying a single cent, Munkกs site was able to reach a wider audience that his business needs.

How do you attract the journalists to use your story? Here are five ways you can do to succeed in generating free publicity for your business.

1. Carefully target journalists. Since you are courting them to use your story, don’t put them off by sending bulk emails to practically all the journalists you know, no matter how totally unrelated your story is to their beat. Identify the kinds of publication that may be interested in your story, and know who in the publication does your kind of stories. Make a list of the newspapers, TV and radio programs that would be appropriate outlets. Then identify the specific reporter or producer interested in your kind of story. If you want publicity for your bonsai business, for example, send your story pitch to a gardening publication or the home living editor of your local newspaper. Find the journalists (whether print, television or radio) who are most likely to be interested in your story. Send them personal emails or letters.

2. Invest time and energy contacting local newspapers, magazines, radio and TV stations. While avoiding becoming pushy, be persistent. Convince the journalists that you are an expert in your field or your story is newsworthy. In the event that their editorial calendar does not include a story such as yours, offer your help to them and let them know that you are available when they need your expertise. Journalists always want a good, wellresearched story and will always use every resource available to them. Remember, though, that not everyone will be interested. If your story idea is turned down, try to ask why and use that information to bolster your next story pitch.

3. Make sure that you really have a good story to tell. Do not waste a reporterกs time. Few journalists will care if you are hiring a temporary worker, or whether you bought a new modular furniture system. Make a list of story pitches that you can offer to your chosen media outlet. Brainstorm with your family, business partners or friends to help you come up with good stories about you and your business. Sometimes, what may be กnormalก for us may be inspiring for other people.

4. Have a good angle. Journalists always look for fresh, provocative story ideas. Develop story angles that you yourself would want to read in a newspaper or watch on television. If you are a caterer, for example, one angle could be the increasing number of customers who wants catered food instead of going out to restaurants. If you are a homebased travel agent, you can pitch a story on the preferences of seniors when traveling abroad.

5. Make your pitch. Write down your story angle and send it to the journalist in a กpitch letter.ก Your letter may start with a question or interesting fact about your business that could interest your target mediaกs audience. This is called your กhook.ก Then develop your story idea, stressing how it could benefit their audience. Make your sales pitch no longer than one page, and be sure to include your contact numbers.

About The Author

Isabel Isidro is the Managing Editor of PowerHomeBiz.com, a leading online resource on home business. For information on starting a small and homebased business, visit PowerHomeBiz.com at http://www.powerhomebiz.com

This article was posted on November 26, 2003

by Isabel Isidro

How To Generate FREE Publicity For Your Product, S

How To Generate FREE Publicity For Your Product, Service, or Cause…

by: Thom Reece

One of the most misunderstood and most underutilized promotional tools available to small businesses is FREE PUBLICITY.

Every business, no matter how large or small, can effectively use free publicity to enhance its image, increase sales and profits, generate sales leads, expand distribution, and promote customer goodwill. All of these benefits can be gained for nothing more than a small investment ot time, paper, envelopes, and postage.

And…with the addition of new email based media release services…even the paper, envelopes and postage can be eliminated.

Most new businesses start out on the proverbial shoestring budget. There never seems to be enough money available to do needed advertising.

Professional marketing assistance seems like an unaffordable dream, and there is always กone more piece of equipmentก that needs to be purchased.

Add in other concerns, and itกs no surprise that marketing and promotion end up last on the long list of perceived needs. They should be among the first!

A wellexecuted and ongoing publicity program can dramatically improve your chances of success in the marketplace. Whatever you want to achieve promotionally… youกll accomplish it faster and less expensively with a knowledge of the publicity game.

You can generate high volumes of traffic to your web site, increase direct sales, generate qualified sales leads, shorten your selling cycle, enhance your image, and boost your cash flow, with free publicity!

Free publicty is the perfect promotional tool for startup companies. Why? Because itกs cheap…and itกs available.

While I can’t make an expert publicist out of you in one short article, I will give you the basic tools you need to get started with your own publicity program and a resource list to enable you to expand your success and build your knowledge base. Letกs get started…

WHAT IS PUBLICITY?

Publicity is NEWS. News about your company, its products or services, its personnel, etc. Anything that has a legitimate news angle will probably find a number of editors eager to publish it for you…free.

Why are editors willing to do this? Itกs their job! Editors are charged with the responsibility of filling up page after page of space (or, in the case of radio or television, minutes of time) with information that is timely and useful to their readers or listening/viewing audience. Theirs is a formidable task, performed under the constant pressure of deadlines. Your news release helps editors do their job.

Itกs important, however, to differentiate a legitimate news story from what should be paid advertising.

To acomplish this, editors typically ask themselves two questions when reading your press release:

Who cares?

Who already knows?

If the answer to the first question is กa large number of my readers or listenersก, and the answer to the second question is กvery fewก, then your release stands an excellent chance of publication.

Remembering the old axiom of กNothing is older than yesterdays newsก, it also becomes obvious that your news release must be timely. In other words, the news must be new.

THE TOOLS OF PUBLICITY…

The principle tools of publicity are:

News Release

Press Kit

Press Conference

Feature Story

Letters to the Editor

Media Lists/Selection

The news release is the most useful (and most used) form of communicating news to the media. When coupled with a wellselected media list, the simple news release is a very powerful tool that you can start using today.

THE NEWS RELEASE…

Your release (news story) should typed, doublespaced, with wide margins on one side of 81/2ก x 11ก plain white paper (or letterhead). Never handwrite a news release.

Keep it simple. Follow the standard news story format of Who, What, Where, When, Why, and How, and you can’t go wrong. Use simple sentences (seven words or less). Use short paragraphs (seven sentences or less).

Use as many simple singlesyllable words as possible. Remember, you’re trying to convey news…not impress William F. Buckley. Omit the superlatives. Words such as best, greatest, finest, unique, oneofakind, and highest quality don’t belong in news releases.

Don’t say anything you can’t back up with facts.

your news release will generally fit on one sheet of paper…rarely more than two. If you have more than 400 to 500 words (roughly two pages of doublespaced copy), you should probably rewrite the release.

If necessary, editors will cut your release to fit available space. Your story will be cut from the bottom up, so make sure you tell the most important details in the first paragraph or two.

The editor has no obligation to run your news release. Your release will be judged on itกs own merits. If it meets the standards of publication…(Who Cares?Who Knows?), and space is available, your release will probably be published.

You should keep in mind that one of your longterm goals is good media relations. Accordingly, you should never complain to an editor if he or she does not use a particular release. Keep submitting good releases, and youกll get your share of free space.

FORMAT IS IMPORTANT…

Savvy publicity seekers make sure that their news releases look professional. The following layout formula will serve you well:

Make a special form with the heading กNEWS RELEASEก prominently printed at the top, along with your company name and address.

In the upper left corner print กFOR ADDITIONAL INFORMATION:ก. Fill in the appropriate contact information and telephone, fax, email, url, etc.

Drop down three lines and print กFOR IMMEDIATE RELEASEก next to the right hand margin.

Drop down two inches and type your story headline in all capital letters.

Drop down three spaces and begin the body copy of your release at the lefthand margin as follows: ก(Your Town, StateDate)กxxxxx xxxxx xxxxx xxxxx…ก

End your release by centering ก(30)ก or ก(end)ก three or four lines after the last line of the story.

MEDIA SELECTION…

The slant of your news story will dictate the media selection. If you are a local retailer serving a limited goegraphical area, your media list will include all of the appropriate newspapers, radio stations, television stations, magazines, community web sites, etc. serving your market area. Your release would be written to a general consumer audience.

On the other hand, if you are a small manufacturer selling specialized equipment nationally, your media list would be targeted to industry trade publications, newsletters, trade associations, and other relevant trade outlets and business media. Your release would be written for a more focused audience of end users and trade press editors (in the hope of a possible feature article).

In all cases, releases should be customized to the target audience so that the editor will quickly see the news value to his or her readers or listeners.

DISTRIBUTION OF YOUR RELEASE…

There are now three means of distribution of your news release: (1) Regular Mail, and (2) Electronic Mail (email), (3)Fax transmission.

Always mail your news releases by first class mail. Address them, whenever possible, to the editor…by name. If you don’t know the editorกs name, check the publications masthead or call the publication and ask.

You may also want to check current media guides online or at your local library…usually found in the reference section.

A word of caution. Media people change jobs often, and media guides may not be uptodate.

If you are unable to identify the proper person, you can simply mail to กEditorก, but this is the least desirable alternative.

DO IT NOW…AND DO IT OFTEN…

What is the key to being effective with a publicity program? Start using the skills you have just learned… right NOW! Don’t worry if you feel a certain lack of confidence. Youกll only gain confidence by writing a few news releases an distributing them. Youกll be amazed at how easy it becomes once youกve written a few.

If you consistently turn out at least one good news story each and every week, youกll probably have to double your trips to the bank to deposit the increases in sales and profits that come your way through FREE PUBLICITY!

© Copyright 2005 Thom Reece All Rights Reserved

About The Author

Thom Reece is the CEO of OnLine Marketing Group, a direct response marketing agency with headquarters in Hawaii. He is the creator of the Online Marketing Resource Center [ http://www.ecomprofits.com ] .Thom can be reached by email at: thomATecomprofits.com

[email protected]

This article was posted on August 28, 2005

by Thom Reece

How to Tap in to the Holiday Publicity Bonanza

How to Tap in to the Holiday Publicity Bonanza

by: Bill Stoller

If your product or service can be given as a gift, a publicity windfall awaits at the end of the year but you need to start working in June. Each December, media outlets cover the newest, the hottest and the most unusual Holiday gifts. The reporters assigned to develop these pieces typically depend on two sources of information:

1. Phone interviews with local store owners

and

2. Press materials that have been sent by publicity seekers.

Let’s deal with Point 1. Here’s a cool trick: In early November, write a letter to stores and major websites that carry your product. Remind them that they may be hearing from journalists soon about hot gift ideas, and request that they consider mentioning your product when that happens. Point out a few reasons why your product is the newest, coolest, best or whatever. Ask the vendor to drop you an email or give you a call if a story results that mentions your product.

Now, on to oldfashioned publicity. When to contact the media depends on the publication or program’s lead time (how far in advance of publication or airing the material is developed). Magazines like Woman’s Day have a lead time up to six months, so get materials to them now. Newspapers have a lead time as short as a week for feature material, so send materials in November. In between are wire services, mediumlead magazines, กinflightก magazines and others. To learn the lead time of a particular media outlet, call the editorial department. If that doesn’t work, try the advertising department.

What you send should be kept simple a press release about your product/service, a pitch letter explaining why it’s such a great gift idea, and, if applicable, a disk with color product photos. See our articles กHow to Write a Great Pitch Letterก http://www.publicityinsider.com/pitch.asp and กHow to Write a Great Press Releaseก http://www.publicityinsider.com/release.asp for more details.

As you craft the materials, think about where your product/service fits. Based on its nature, cost, rarity or usefulness, it may work with a variety of typical Christmas Gift stories such as: Great Stocking Stuffer Ideas, Gifts for Teenagers, Gifts for the Person Who Has It All, Gifts for Executives, Gifts that Relax, etc. By suggesting a category for your product, rather than simply stating กHere’s a product that would make a nice holiday giftก, you’re making yourself stand out and maybe even giving the journalist an idea for a story angle that he or she wouldn’t have thought about otherwise. Either way, your chances of getting coverage are greatly improved.

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

[email protected]

This article was posted on June 03, 2003

by Bill Stoller

Using Free Publicity to Build Your Web Site Links

Using Free Publicity to Build Your Web Site Links and Traffic

by: Matt Hockin

So, you have a great product or service, yet your web site is not getting the high rankings and traffic you desire from the top search engines like Google and MSN Search.

You’re not alone. This scenario is playing out all across the web, yet there is a simple solution to the problem. Publicity. Publicity is the art of gaining exposure for your web site, product, or service with press releases, articles, and other promotional methods.

A consistent publicity campaign can get you links from some of the best web sites on the Net. These links provide your web site with ขLink Popularityข and the Google PageRank numbers you need for high search engine ranking and traffic. Plus, the links themselves can bring you a significant about of targeted traffic.

The Top 5 Tips for Getting Publicity (and Links)

Here are a few of my tips for getting publicity and links on the web sites, AND getting news stories and articles in the newspapers, magazines and Internet radio show sites.

TIP #1: Be Consistent Stick With It For The LongHaul

For maximum results, use public relations as a longterm awareness and linkbuilding campaign. This will allow your messages to be delivered to the appropriate audience

and generate visibility, traffic and sales for you.

The biggest mistake I see businesses making with publicity, is they’re not consistent at all, only sticking with it for 1, 2, or 3 months. It pays to be consistent is because sometimes you’ll send out a press release and get no response back, no publicity, nothing… In fact, this is when most people quit, when they should realize that publicity is a ขnumbers gameข that generates exposure over the longrun if they would just stick with it.

Plus, if you know where to submit your articles and send your press releases, each one that you write can generate 320 or more new publicity hits and new links to your web site! So, send something to the media at least every month, if not every week or two. Stay on track by scheduling your articles and news releases on your marketing calendar.

TIP #2: Offer Great News Ideas and Quality Articles

To maximize your results, don’t send corporate ขflackข to the media. ขFlackข is blatant advertising disguised as a press release. Instead of wasting the media’s time, be their ally by sending them real news and quality articles that help their audience.

Don’t think you have enough time or ideas for writing articles and press releases? You probably already have the content for 12 press releases or articles without having to write a bunch of new content.

Where is this ขhiddenข content that’s already written? It’s the content on your web site, and in your white papers, and other marketing materials. Simply ขrepurposeข and edit this content into announcements, articles, press releases, tip sheets, and other publicity materials.

TIP #3: Expand Your Publicity Campaign By Building A Media List

In the publicity game, your greatest assets are your contacts. Since you know your ideal customer, you can target the web sites, media, and publications that your customers use to get their news and information. Your media list should consist of the following types of media…

Industryspecific web sites, and enewsletters

Internet blogs, discussion forums and discussion lists

Article syndicators

Trade publications

Newspapers

Magazines

Radio & TV shows

TIP #4: Distribute Via EMail

A 2003 study by the Meta Group revealed that approximately 80% of business people say their email is more valuable than the phone. This applies to media professionals as well, so send your press releases and articles via email. Email is f*ree and easy to use, but adhere to these quidelines for email press releases…

Introduce yourself via email to the media professionals on your list and start building a relationship.

Use a compelling subject line that is personalized by including their first name.

Never ever send attachments

Be sure to format your emails in ASCII text file with hard returns at 65 characters. (Use Microsoft NotePad)

Following up via the telephone will greatly increase your results, but never ask ขdid you receive my press release?ข (The media hate this question since they get hundreds of press releases a day!)

TIP #5: Post Your Articles On Your Web Site And EMail Newsletter

Content is King on the Internet, and the search engines love web sites with great niched content. Your articles and news releases are a perfect source of keyword rich text that’s tasty ขspider foodข for the search engine crawlers. So, post your articles and press releases on your web site to increase your search engine traffic.

But don’t stop there. Send them to your email newsletter subscriber list, you never know who might be on your list who will love your article and link to it!

CONCLUSION:

As the great P.T. Barnum once said… ขWithout publicity a terrible thing happens… nothing!ก Publicity is a great way to build your web site links, visibility, traffic and sales. Use these tips to maximize your publicity campaign’s success.

Promote! Promote! Promote!

About The Author

Article by Matt Hockin, of Interactive Marketing, Inc.

Interactive Marketing, Inc. assists business owners with increasing their growth and profits with costeffective, highROI sales and marketing strategies.

http://www.interactivemarketinginc.com/

This article was posted on November 18, 2004

by Matt Hockin

Editorial Calendars: A Key to Business Publicity

Editorial Calendars: A Key to Business Publicity

by: Bill Stoller

Editorial Calendars: A Key to Publicizing Your Business

by: Bill Stoller, Publisher

Free Publicity, The Newsletter for PRHungry Businesses

http://www.PublicityInsider.com/freepub.asp

What is the one thing that all of the best public relations agencies do every year?

They research and compile editorial calendars from publications that are pertinent to their clientกs business.

You should too.

Whatกs an editorial calendar?

Editorial calendars are schedules of what topics a publication plans for cover for a particular month. For example, the INC. editorial calendar for July 2003 http://www.inc.com/advertise/magazine/calendar.html states that they’re writing an article on various business services.

Bingo!

If you feel that you can contribute to this particular topic, call or email the editorial department at INC. (try to กspeakก to the managing editor) and find out who (which reporter) has been assigned to write the story. Email or call the reporter and explain how you can contribute. Itกs that simple it takes less time than writing this article and is much more effective than blastfaxing a garbage bound press release to inappropriate reporters.

Final thoughts: Many publications post their editorial calendars on their Web sites usually they’re found in their advertising media kits. Otherwise, contact the publicationกs advertising departments and ask for a calendar. Check for editorial deadlines many publications work 6 months in advance.

You can find a list of 2003 editorial calendars for the largest publications at: http://www2.ragan.com/media/pr/edcal2003.pdf

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 14, 2003

by Bill Stoller

How To Get FREE Publicity Whenever You Want !

How To Get FREE Publicity Whenever You Want !

by: Charles Kangethe

What you are about to read is a step by step guide to getting FREE publicity. Simply, this is advertising that costs nothing, yet can bring in regular and substantial orders for your products and services.

Regardless of the business you’re in, you always want publicity for your products and services. After all it is กfree advertisingก essential to the growth of your business.

However for maximum effect your publicity campaign must be well thought out and preplanned.

This article shows you a step by step approach to getting FREE advertising through your publicity campaigns.

Step 1

You must determine beforehand where you intend to conduct your publicity campaign.

Which of the following are you targetting :

Printed Mass Circulation Media

Internet Publications

Radio

Television

Trade Shows

Other (e.g Industry publications)

Step 2

Write a Cover Note to the main decision makers.

The cover note should be short, no more than 100 150 words.

Explain why your article is news and why it will appeal to readers.

For example If you offer people business opportunities, you could write something like :

Write a brief explanation of what your business opportunity is about. (Tell the editor what this opportunity is about.)

This business opportunity is aimed at people trying to achieve financial freedom. It is also useful for those already in business, who want to build multiple income streams. (Tell the editor who it is aimed at)

This will be of real value and interest to your readers. (Tell the editor his readers will find it of benefit)

Please review and if you need any more information contact me at….(Ask the editor for action)

If you intend to send the publicity material by snail mail, print the cover note on good quality, pastel coloured paper. Blue or Ivory works well.

Make sure your cover note is addressed to a named decision maker.

In general for newspapers this will be the City or News editor, for Radio and TV it will be the News Director and for all publications the Managing Director.

Step 3

Presentation and layout of the Publicity Release.

The Publicity Release is a short article no longer than 500 words.

The layout of the article is critical.

Make sure you have about one inch in margin at the top and bottom of the page. Allow one and a half inches margin around the left and right edges of the page.

In the top margin write in capitals PRESS RELEASE and DATE.

Set the date a day or two forward of your posting date if you intend to send the publicity release by post. This ensures the date is current when your release is opened.

If you are sending the release out by email, set the date to the date you send the mail out.

Skip a line or two and then write in capitals FOR IMMEDIATE RELEASE

Finally in the bottom margin write in capitals FOR MORE INFORMATION followed by your name and contact details.

Step 4

Writing the Press Release.

The Press Release uses the same techniques of copy writing as you would use in writing a sales letter or an advert.

Always write as you would to an individual. Make the article personal and connected to the reader.

Don’t forget that the first reader you have to get past is the editor or news director. Therefore keep the idea of new and news at the front of your mind as you write.

Quickly and clearly show why your article is new or news. What sets it apart from other stories running in the publication ? Describe how it helps the readers in a different, unique, cheaper, quicker or any other way.

Above all bring out why your story is of benefit to the editorกs readers. If he cannot identify the benefits you bring, he will not use your story !

Step 5

What you need to know about news editors and directors.

The first is they are very busy people. They literally have thousands of things to do and they have to make many and quick decisions often on limited information.

The second is they know why you are writing to them. They know you are looking for free publicity.

What does this mean for you ?

Firstly, your Press Release must quickly and clearly point out the benefits of your product.

There is no room for fluff or padding. Get to the point quickly.

Secondly, do not write about yourself, your opinions, or views, in the article. If the editor decides to use your copy, he will contact you for a biography.

Stick to the facts about the news item.

Thirdly, never round on an editor demanding why your Release was not used, or used in a different format. This will get your name marked and future submissions from you will be binned unopened.

Treat editors with respect, after all they are giving you access for FREE to huge circulations, and they will treat you with equal respect.

If you take the time to learn what the editor and his readers want, and if you provide it in a readily useable format, then you will get your Publicity Releases published more often than not.

Step 6

Timing the Press Release.

For some products and services, particularly seasonal ones you need to ensure your releases are sent at the appropriate time.

For instance if you offer garden and landscaping services and products, you might want to time the Press Release for Spring.

You might also be in a business where you create products for your market at short notice. Here you might tailor your releases and products to general events in the news spotlight.

For instance when employment slowdown in the economy is a กlivewireก news item you might send out a Release on your Resume Writing service.

One final kind of timing to keep in mind is publication or broadcast deadline.

Make sure you find out when the deadlines are and work towards getting your Release in before that cut off.

Creating well written, properly laid out Press Releases is the best possible way of getting FREE publicity and advertising on a massive scale.

What would it mean if you could double or triple the visitors and customers to your web site ?

Write your first press release this month and once you are a published author, see how your business fortunes change for the better.

Charles Kangethe of http://www.simplyeasier.com is a leading new wave Netpreneur and a published author from England. The กSimply Easierก brand name is your guarantee of high value, quality Marketing Products, Services and Resources.

About The Author

Charles Kangethe has been involved in direct response marketing since 1982. He now lives in Suffolk County and spends his time working on new Online Marketing campaigns, with particular focus on helping new netpreneurs at http://www.simplyeasier.com

This article was posted on January 26, 2004

by Charles Kangethe

3 Reasons to Tap into the Power of Publicity

3 Reasons to Tap into the Power of Publicity

by: JennaLyn Rounsaville Roman

Publicity is obtaining editorial coverage or features for your business. Publicity is getting your business reported as news. Examples of publicity are newspaper and magazine articles, radio and television interviews and Internet forums and much more. These are just a few reasons you should consider letting your business tap into the power of publicity.
1. Effective – Publicity has been proven to be 10 times more effective than traditional advertising. Your customers believe what they read in the newspaper or watch on the TV news because humans by nature believe what is reported to them as news.
2. Affordable – Obtaining publicity can cost as little as $0 dollars. Business owners can substitute a little time and imagination for money or hire publicity professionals, many of which have very affordable rates when compared to advertising.
3. 3rd Party Credibility – Having reporters write about your business in a news format gives your business 3rd party credibility that’s extremely valuable. Anyone can sing their own business’ praises, but getting respected people in the media to do it provides a type of credibility that ads and money just can’t buy.
There are numerous other reasons to use publicity. Next time you are looking for a new way to get the word out about your business, consider tapping into the power of publicity.

About The Author

Jenna Roman coowns and operates JR Publicity, an Englewood, NJbased public relations and marketing company with her husband, Josh Roman. For additional information, visit www.jrpublicity.com.

[email protected]

This article was posted on May 29, 2004

by JennaLyn Rounsaville Roman