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Press release marketing is a hidden gem. Press releases will not only boost your website’s overall traffic, but will also increase your overall profit.

Press releases are like a big announcement. When you submit a press release to a press release website, it will get distributed across the web. Not only will other website’s pick up your press release but the press release will also be listed in Google. Sometimes if you write a press release around a certain keyword, it will get picked up and ranked on the first page of Google within a few hours after it’s published.

Press releases are seriously powerful, but why then do so many newbies crash and burn with press releases?

The fact is, most newcomers online are very afraid to spend money. They fear that they will not obtain any results from their efforts. What I mean is, with press releases you need to go to a source where you pay a small fee for MASSIVE distribution. You’ll get LOADS of traffic and the traffic will most likely contribute to increased sales.

Whether you are an affiliate marketer who promotes other people’s products or whether you are an internet marketer with your own product, press releases can get the news out about your website. It’s vital that you do press release marketing as a way to increase your overall popularity with Google, due to the increase in backlinks as well as to increase your overall traffic.

Let’s face it. The majority of online marketers struggle to get traffic.

It’s because they don’t use powerful social media tools like press releases.

If you go to a website like PR.com you can learn how to write an effective press release Once you learn how to write a good press release about your website, then you need to do a premium distribution. In my personal experience I have found that free press release distribution services don’t match up to premium distribution. With premium distribution your press release get’s blasted to ever corner of the web, including some of the most powerful news sites on the web. Not only do you get blasted to all the website, but your press release also get’s sent out to thousands of readers who have subscribed to receive press releases.

Once you have done a premium distribution you will see some serious traffic come to your website after a couple of days.

As a matter of fact it will be more like a tidal wave of traffic.

So go ahead and give press releases a try. It works wonders.

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Regards,
Ryan

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Tags: marketing, pr, jobs, firms, agencies

There are several elements factored into a quote from a PR firm. There is also the fact that no two quotes will be the same because every individual seeking out a public relations firm needs something a little different. The PR firm provides a number of different services that benefits each and every business that seeks out what they have to offer. However, the quote is based either upon what kind of budget the business has to work with or what they are hoping to achieve with their public relations.

Budget

As stated before, the budget may determine what kind of quote is received. The most common PR services include press releases, internet marketing, and the development of public relations strategies. There may be more advanced services such as print marketing campaigns and actual public speaking on behalf of the company. Those two services can become quite expensive. However, the other services can be quite affordable and the firm can work with you based on your budget.

That makes budget a very important part of determining what you’re going to pay. If you say you need an extensive internet marketing campaign, but you only have $10,000 to spend, the PR firm will give you a quote of what they can provide you inside of that budget.

Fees and charges

It isn’t uncommon to see fees such as service fees and such. It is customary for a fee to be charged for providing the service or any other fees that the PR firm finds to be necessary. It can vary from firm to firm, so it is a good idea to get quotes from various firms to see what types of fees they are charging. As for the quote itself, there is no charge. Quotes are free because they are used as tools to acquire your business.

As for what is not included in the quote are such items as late fees. Some PR firms may only require that you pay a small percentage up front and the rest later. If you pay the balance late, they may have some kind of late fee tacked onto the amount. Of course this isn’t going to be included in a quote because they don’t know if you’re going to be late paying your balance.

There are also service charges for each service you choose. You may choose to have a single press release written but, then again, you may wish to have a packaged deal that includes having a public relations strategy drawn up. How you bundle your services will also determine what type of charges you have to pay.

Here is an example of some of the fees and charges you may have to pay:

• A monthly retainer fee saying that you will stay on board so that their efforts are for nothing.
• An hourly project charge for every project.
• Any possible out-of-pocket expenses that is foreseeable.
• A counseling fee for any counseling that is needed.
• A flat fee for the time the agency puts into the project.

Remember that these are just quotes, so the amount quoted may differ from the amount actually charged. However, the quote gives you a great tool to know what types of expenses you are looking at. Just expect to pay as much as 20% more so that you have enough money on hand to make sure you can pay for everything as it comes. By using this strategy, you can employ a PR firm to take care of your interactions with the public and get your business rolling in the direction you want it to.

Polaris PR Inc. specializes in public relations Toronto for corporate events and internal and external communication. They are one of the leading Public relations firms in Toronto.

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Tags: pr, firms, global, intership, media, business

Traditional press releases are information considered to have value for the general public by the sender. These are targeted towards members of the news media to deliver a message. For many years press releases were submitted via telegraph, hand delivery, or US Mail to selected television and radio stations, newspaper and magazine newsrooms, and other media outlets. These would contain news and event or product announcements.

The distribution of press releases was limited to journalists and news organizations on the sender’s mailing list. These news outlets only had the ability to dispense the message to their local audience. Every day, tens of thousands of press releases competed for a spot in print. Because news outlets have traditionally assumed the role as ‘gatekeepers’ of information, the assignment editors and news directors had o wade through the mountain of press releases and decide which ones were newsworthy enough to print.

Other factors, such as a busy news day or an understaffed newsroom, also dictated whether events or announcements made the grade. More often than not, the majority of press releases were disregarded or ignored. These press releases would range from one sentence to hundreds of words. While methods of delivery and distribution have changed dramatically, much of this process is still in effect today.

Online Press Release

The Internet press release is delivered in real time. You can have much more control of your press releases by sending them directly to consumers and media distributors.The news release distribution wires Business Wire, Market Wire, PrimeNewswire, PRWeb ,and U.S. Newswire have developed sophisticated marketing services for press releases.You can increase distribution with tools such as RSS feed, tracking, Keyword Optimization, social media tagging, and enhance your press release with audio, video, and interactivity.

Online Press Releases can get you more attention than what most advertising generates. The advantages over traditional advertising are numerous. Print advertising, for example, takes more time, effort, and money. Newspaper and magazine advertising can be targeted locally, but is usually more costly, is not live, and tracking results is difficult.

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Tags: online, pr, agencies, jobs, firms

More and more companies who want to become successful are hiring PR agencies to help them out. A PR agency is very important for your company because public relations are a very crucial aspect of business nowadays. You need to hire a PR agency that understands your business well and knows what will benefit you the most. If you have a public relations firm that has a thorough understanding of what you need and can work in tandem with your business, it can do a world of good to the way others think of your business.

How will you find the right PR agency for your business?

Get together a team of professionals from your own company to select the agency that will work for your business. The team should ideally consist of a review team with staff members like the brand manager and the finance officer. Also include a couple of internal clients in the team for best results.

While choosing the PR agency, you need to be very clear about what you require from the agency. If you can articulate your demands properly, chances are that you will get a good agency for your business. Being clear about your goals will help you find the right agency.

Remember that your PR agency has to work along with your business. The agency will be vital in molding the public opinion about your business. It will devise strategies for everything ranging from tactical execution to partnership building to media relations.

Thus, get to know a lot about the agency, about how well reputed and experienced it is before hiring it.

Be very clear about the kind of public relations help that you want. Always keep in mind the nature of your target audience and your prospective audience and then embark upon selecting the right kind of PR agency.

Get a clear idea of how the PR agency that you will choose wants its payments and what its rates are. The financial aspect, as you know, is a very important part of the whole deal.

Short listing:

Keeping in mind the things mentioned above, you can narrow down the list of your PR agency to about five firms. In fact, you can also have a look at the internet and shortlist about five public relations agencies from there.

Presentations by the Firms:

You can ask for presentations by the agencies so that you get an idea about what they can offer you and how the plan to improve your business. The presentation is something that will help you identify the potential of your PR agency. It will also help you meet people from the agency and this will be an opportunity to get to know the individuals whom you might be working with.

Starting the Relationship:

Once you select the PR agency, you need to strike the right chords and establish a good relationship with them. Get over and done with the formalities of document exchange and contract signing before you embark upon working together.

James Copper is a writer for this site

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Tags: online, pr, agencies, jobs, firms

News, information, and education about events does not reach us telepathically. There must be a certain medium for which information is easily accessible to us so that we may learn about virtually anything. Word of mouth, news reports on radio and television, and printed text are such vehicles for information. How does this all happen? With something key in all this, a press release.

Recently, I told a friend (who’s a business owner) that she needed to write a book. Although she’s a good writer with terrific ideas, she said, “Do I really have to do it?”

For her — and for those of you who have a business — the answer is yes. Here’s why:

1. Additional revenue. I don’t just mean revenue from book sales, although that can sometimes be substantial. I’m also thinking of speaking engagements. Speaking engagements can be very lucrative, and a book gives you great material for speeches!

2. Business development. Some of the people who purchase your book or e-book may become even bigger customers, buying additional services/products from you. As an example, I have had several major clients who bought my e-book, The Do-It-Yourself Public Relations KitT, and then came to me for additional assistance. Now, I would have been happy if they just bought the book. But often, they grow and need more services than my book can provide. And since they’ve already had a “taste” of my P.R. expertise from my book, they feel more comfortable working with me on a bigger scale.

3. Word-of-mouth. Like many others, I’m a big fan of Michael Gerber’s books, on the E-Myth. Just this week I sent a copy of the book to a friend, and told several others how the E-myth principles could help their businesses. Did Michael Gerber pay me? No. But I am such a big proponent of the ideas in the book that I want to share them (thanks by the way to Jeff Bolton, who originally got me excited about the book). The word-of-mouth from many people leads to referrals and sales of products and services for Michael Gerber (he has a hugely successful organization).

4. Publicity opportunities. Wouldn’t I be remiss if I didn’t say this? When choosing between someone who has written a book and someone who hasn’t, the vast majority of media people will prefer to use the author as a source. Why? Again, because this person has obviously gone the extra mile, putting in the time and effort to put his or her expertise out there, and gotten a book published.

Copyright 2008 Margie Fisher All Rights Reserved

Margie Fisher, President of Zable Fisher Public Relations, is the author of the Do-It-Yourself Public Relations Kit. For more information on the Kit, the Pay for Results Publicity Program, and to sign up for the complimentary PRactical P.R. newsletter, visit on this site.

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Tags: public, relations, services, firms, agency

Most brands don’t realize that they have the power to create and control their publicity coverage in their direct industries. Often they miss out on mass opportunities to receive free publicity related to hot trends and ideas. A solution to get some media buzz surrounding your products and services is to stay in the know of what is fresh and new.

One way to keep a watch on your industry is to sign up for Google alerts. The service is free and allows you to receive news about specific topics that you identify that you would like to obtain notice on the subject matter. The search engine giant will email you every time they have news buzzing around the topic and you get to stay informed.

Now that you got the goods you also need to know what to do with all this information. It is very important that you implement products and services related around trends that only add value to your core business. You don’t want to create fly by night fads and you will need to establish sustainability quality.

Getting Started:

Media Releases – Write media releases that will allow you to receive news coverage surrounding topics that are fresh and new. Make sure to relate how products and services are part of new concepts and expansions.

Pitching Stories – Contact resources that focus on industry trends and pitch story ideas about how products and services you offer add value to new concepts.

SEO Promotions – Make sure that you include search engine optimization keywords during communications with target audiences. Include words used to identify new concepts and ideas.

The purpose should be to become an expert on what is considered cutting edge and get some free promotions for your products and services. This allows you to increase your brand recognition for more revenue earnings.

Receive FREE Public Relations Tips at this blog

“CR” Cataunya Ransom is the Co-founder of Mosnar Communications, INC. She developed a niche for Luxury PR & Global Marketing. Guiding clients on how to brand, market, and promote luxury products, events, and services. Visit this site

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Tags: online, pr, agencies, jobs, firms

Network marketing with press releases is a very effective method to find free leads for your program. There are two ways to send a press release off-line or online. There are three or four free online press release websites that will send out your press release for you for no charge.

It is a great way to find leads online, but you’ll find a lot of people are doing this already. You’ll find it’s a lot easier, and you will find better leads. If you use off-line press releases.

With off-line press releases, you’ll be getting your press releases in the newspapers in your own area and making a name for yourself in your own area. Just about any small town newspaper is always eager for new news. That is interesting in that will get people reading the newspaper. And when they get to the end of the release they will want to visit your site.

The way you want to write an effective off-line press release is to make sure you have a good headline that attracts interest and curiosity of the reporters. The press release needs to make a good story, and hopefully you’ll get a phone call. For a further interview with a reporter.

This doesn’t cost you anything you can keep on writing them until you get a bite. It’s as simple as that, once you find a good reporter, who is interested, let them interview you, which turns you into the expert.

Once you get one published in one newspaper. Now you can use that as bait. To attract interest from other newspapers. You can send that same press release to as many newspapers as you can find, all of them have information on line and are easy to find.

Remember the purpose of your off-line press release is not to get the press release published, what you want is for the reporter to call you to interview you and you both can put together a nice story. This is very effective to get free leads for your MLM program or any of your websites that you want to drive traffic to.

Using press releases, remember that you’re trying to get people curious. Give them an interesting story to read. You don’t want to write it like an article, you want it to be newsworthy and introduce your topic or your niche.

For online press releases, write it from a third person perspective. You want to sound like you are reviewing someone else’s website or service. Include data and facts, dates and locations, and if you can add some type of call to action to send them somewhere. It will work a lot better.

Network marketing is all about getting your webpage visited by targeted visitors. It’s basic marketing, and you have to do it on a consistent basis in order to have effective results.

Press releases are very powerful and can get you a lot of attention fast. They always have a chance of being picked up and spread across a ton of newspapers around the world. Keep writing them and sending them out.

This article written by M. Johnson…

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Tags: online, pr, agencies, jobs, firms

In transitional eras like today–where both opportunities and challenges abound-here’s a celebrity PR tactic you can use for mega-results for yourself.

Donald Trump, Lance Armstrong, Maria Shriver, Magic Johnston, Ted Turner, Bob Bill Gates and Arianna Huffington are but a few of the rich and famous who’ve written books to tell their story, and promote their brand. In the case of many celebrities, ghostwriters save them time. Here’s how you can short-cut their #1 PR method and reap benefits all your own.

Write Your own ‘Celebrity’ E-book. Here’s How:

Before your say, “Hold the phone, kiddie, I’m no writer.” The good news is, I am. And with a 4.0+GPA from the world’s top writing program. I’ll cut your learning curve from many years to 900 words, and show you how to do it, and profit like a pro.

First, you’ll want to set up a landing page on Blogger, if you don’t already have a website.

Then, here’s how and why to start writing your E-book, today:

1) It’s an efficient and effective way to get your message across in a clear concise manner. You’ll actually increase your productivity over time by not repeating your story: It’s all there in black and white doing your talking for you.

2) Be sure to include the link to your blog/Ebook in your email signature block. Then with each email you send whether you are marketing, sending out proposals or resumes, interfacing with social, political or various networks online; with every contact you’ll be advertising yourself without saying a word. If there’s a link in an email, people will generally check it out.

3) Image is everything. You must be a consistent ‘brand’ whether you’re a realtor, stock or insurance broker, plastic surgeon, business owner, contractor, dog walker, housekeeper, winemaker, model, actor, nurse, dentist…the list goes on. You have unique skills, training and inherent abilities–and an E-book puts those on display. With everything else being equal, you will get the job, the contract, the relationship, the kudos, because your E-book will set you apart.

4) Write a compelling E-book and you are an expert in your field. As a result you can attract offers to write articles, speak, or to publish a book. Publishing today is extremely competitive and an E-book can prove you’ve got the goods, and win you a book advance.

5) You can use affiliate resources at the back of your E-book that can earn you a passive stream of income that goes right into your bank account.

How to Begin:

1) Title: Define your audience, your purpose, and your slant, which will dictate your E-book Title.

2) Length: Decide the length of your E-book. If you are a ‘Green’ housekeeper who wants to build that lucrative all-organics niche your E-book can be tight; 10-12 pages. A ‘Green’ contractor who aims to be a leader in that field, and thus with a broader target audience can aim for fewer than 50 pages. Readers of E-books want concise, compact, useful information.

3) Structure: A page has 250 words. If your E-book is 50 pages that’s 12,500 words. Say you’re the Green Builder. Let’s make the book five chapters of approximately 2085 words each. With 5 subheadings of approximately 420 words in each chapter. This structure makes the book easy to read and also to write.

4) Outline: From the above structure create your outline. Assemble all the data you wish to include, research any points, polls or authorities that will strengthen your premise, and lay it out in chronological order.

5) Table of Contents: Create this by following your outline.

6) E-book Cover: If you’re not a creative whizbang go to http://guru.com and bid your job. Keep the look of your book cover and your blog compatible to build your strong ‘brand’. Get the best cover you can. You title and cover entice readers. The title and cover should convey and underscore your purpose and the benefits to the readers. For example: “How to Get Rich in Green Building Today” with the cover image a house ‘constructed’ from bright green $1,000 bills. A Guru.com graphics artist can do that in a snap. If you were the builder how proud and excited would you be with that?

7) Write an author bio. Check out others in your profession for ideas of length, tone, content that would work best for you.

8) Copyright, disclaimer, and introduction: Include all three up front. Keep your introduction brief and without hype. Create rapport with the readers by stating why you wrote your E-book and how it will benefit them immediately.

9) Conclusion: End your book with a short wrap-up, including the action you want the reader to take.

How to Get it Done to Start Reaping the Benefits Right Away:

If you can’t invest the time to write an E-book yourself, hire a freelancer and no one’s the wiser. You’re still a pro with a sharp E-book. If you’re a do-it-yourselfer: set a schedule and stick to it. Here’s how.

Chose the target completion date. Count the number of subheadings in your E-book’s structure. Estimate the time of writing one. Compute the entire time, plus editing. Determine the daily hours to complete the project by your deadline. Commit this schedule to writing, and sit down and work productively each day per your schedule.

The difference between people who complete books, or any project, and those who don’t. Is the difference between ‘must’ and ‘should.’ Emotionalize the end product, and how it will benefit you and others. Pat yourself on the back knowing that in challenging times, you are among the ones who do. Then; Go for it!

© 2008 -Suzanne de Cornelia. All worldwide rights apply. This article may be reprinted on websites as long as the entire article, including website link and resource box below are included and unchanged. Suzanne de Cornelia is a freelance writer and author of “French Heart.” Click-on her site for a fascinating a free blogroll of resources

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Tags: beauty, public, relations, firms, agency

Media or press releases have been used for a number of years for a variety reasons. You can grow and develop your business by utilizing press or news releases hence, leveraging the power of the news.

About press releases

You can use press releases to announce events, and a variety of other things. You can employ press releases as news for things such as offering opportunities and more. So basically, you issue a press release as a written statement to support an oral announcement.

Press releases typically have a bold title or headline, a 1-3 sentence long summary, the city where it’s issued, the date, the content of the press release and then a short paragraph regarding the person being discussed, as well as where to get more information.

While companies, organizations and people use news releases for different reasons, you can use specific strategies to make them more effective as a direct marketing technique. While some use news releases for announcements or for the release of timely information, many businesses use them solely as a direct marketing technique.

Why press releases are very effective

Consumers worldwide read press releases, especially when the media releases them as a “news story” instead of the traditional format of a news release. When press releases are well written and distributed widely, they help establish brand awareness, which in turn increases sales.

You can place your press release online as well as in print form. Online forms are usually placed in press release directories, online newsletters and ezines. They are broadcast to a wide reader audience, giving your business immediate exposure. Print forms are most commonly published in off-line publications. When you want to use a press release as a direct marketing technique, you should submit it to internet directories such as PRWeb so that you get widespread online exposure quickly while your press release catches the attention of off-line journalists well.

You can expect several important outcomes from a business news release. The first is that reporters may choose to turn your press release into a news story, providing your business or company even more exposure to potential customers. Another significant result that can occur is that readers may contact you or your company using the contact information provided, or will click on an embedded link if the press release is distributed online.

Press releases can also help develop credibility for your company, and they can be posted and updated on your business website. Credibility is important because it leads to increased sales, especially today when many consumers look for information about companies online, particularly if the company conducts business solely on the internet.

Aiden Wangsa is an internet business owner. Learn why writing articles is a great internet marketing technique.

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Tags: marketing, public, relations, firms, advertising

Have you ever noticed the anticipation that can be created by the use of two simple words: “coming soon?” Usually, these words are used to announce a new feature film, a store opening, a new TV show or a mega-concert featuring a line-up of the hottest entertainers in the music industry.

The words “coming soon” cause people to pre-order books, wait in long lines and in general, get excited!

The same concept can be used with the media. While you don’t want to ever use tactics that make you seem like a used car salesman, you can build anticipation and excitement around your story by sending advance notice to the press about a major business development, political initiative or celebrity sighting.

An awesome example of this strategy comes from the 2006-2007 pre-presidential campaign season. Everyone was speculating that U.S. Senator Barack Obama was poised to run for president but he was tight-lipped about his intentions even though he had been “acting presidential.” He built excitement around the potential of him running for president up until the very day he actually made his announcement in February of 2007.

Even though the media wasn’t exactly sure what he was going to say that day, they knew he was going to say something that the public wanted to hear. So media crews from all over the country (and the world) descended on Springfield, Illinois to witness this historic moment-and sure enough, Obama finally revealed his plans to run for President of the United States. It was a brilliant strategy!

Needless to say, most of us probably won’t be launching any announcements of that magnitude any time soon–and honestly, you need a team of experienced media strategists to pull something like that off. The point is, the media is drawn to a story that has a certain level of intrigue around it. This gives them something to talk about.

There are several strategies you can use to build excitement around your story to make it irresistible to the media:

1. If you’re announcing the launch of an exciting new piece of technology, such as a mobile phone, satellite radio system or some other gadget, send samples to select media people BEFORE the gadget becomes available to the general public. Here in Chicago, this was done with a motorized individual transport vehicle called Segway. The manufacturer let the media try it out first and they helped build the hype. The vehicle became so popular that the Chicago Police Department bought a fleet and to this day, officers use Segways to patrol certain parts of the city.

2. If you’re opening a new restaurant or are the creator of a delicious new entrée, contact your local TV or radio stations and ask if you can bring samples of your food for them to try on air. Tie this strategy into opening day at your restaurant and create a buzz that will have crowds of hungry customers lined up outside your door.

3. If you’re the author of a “tell-all” book that reveals juicy secrets about a certain industry or hot topic, send samples to select media and ask them to review or feature it. You could also launch an online book tour by doing interviews with bloggers and other internet marketers who have the same target market as you. Imagine the excitement that is built before the book actually comes out! That excitement alone will help the book become a best seller.

These are just three of the strategies you can use to make your story irresistible to the media and yield tons of free publicity that advertising could never buy.

Monique Caradine is a Chicago-based broadcast media professional and President of Momentum Media Group, Inc. A former radio host and currently the host of “Perspective,” a community affairs TV program, her specialties include program development, media training and publicity consulting. She has authored two electronic books, including one titled “How to make your story irresistible to the media,” which outlines a total of 15 strategies business owners can apply to get the media to cover their story. It is available at her website here Monique is also a noted speaker, workshop presenter and commentator.

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Tags: technology, firms, agencies, companies, pr

Have you ever wondered how some companies get featured in the major media and you know they didn’t pay for advertising? In this article, I will take you through a five-step process of creating and optimizing press releases to increase your online visibility – instantly. You will also learn some creative ways to get the press to call you and include your company in an article or feature story, which helps elevate your image and strengthen your position in the industry.

About 17 years ago, I discovered the power of PR when I generated more than 30 published stories for my company and customers – both locally and nationally. As an entrepreneur, I kept asking myself, what’s the fastest way to grow my business while spend the least amount of money? (And isn’t that what most of us want?) I realized there was an alternative to advertising (which can be very costly and difficult to measure). I would feed the press with story ideas, catchy headlines and photos of my customers; all wrapped up in a one page, professionally written press release. It worked and I was hooked. I started doing the same for clients and also speak passionately on this subject.

In my marketing seminars, I often begin with this quick quiz: What’s the difference between PR and advertising? Some of you may know the answer. With advertising, you pay and with PR, you pray. In other words, PR is hoping an editor will find your press release so interesting that they will want to feature your company in their publication or TV show.

If your goal were to create and maintain a positive image for your company, I would highly recommend using a PR campaign as part of your overall marketing program. This five-step process will help you achieve success with your PR campaign.

Five steps to creating a successful online PR campaign

Your objectives may simply be to keep the media abreast of company news and events. Or, you may want to share client success stories and get a feature story published about your company and expertise.

Step 1 – Decide what you want the media to know.

Nowadays, the Internet is the fastest way to get your company to instantly appear on Google and Yahoo news. It’s one thing to simply announce a new product, service or a new hire – it’s a valuable bonus to have an editor or writer call to interview you for a story they’re writing. And, they quite often get their story ideas from press releases and blogs that mention newsworthy, timely information. So, just what are editors looking for?

They’re interested in truly newsworthy information such as trends, emerging markets, new products or services and human-interest stories. Remember, editors immediately notice when a company is simply trying to promote itself in hopes of getting a little “free advertising”. Avoid this temptation, as editors can spot these attempts easily, and will probably disregard your press release.

So, how do you capture their attention? Here are four things to consider for your press release:

1. New seminar/event launched

2. New product/service

3. Industry news/trends

4. Client success stories

One of my favorite proven methods is to write a press release about client success stories. Tell the story using “picture words” as well as photos to help illustrate your point.

The headline of your press release is very important and will affect your results. It should be short and captivating, as this is the hook that should grab their attention. I spend a great deal of time crafting the headline, as my goal is to write something compelling enough to trigger a telephone call requesting an interview for my clients and their clients.

Keep these important points in mind when you interview your client for a potential story. Get their permission first and let them know there’s a chance they may be featured in the media. Be sure you find out what your clients might not want to reveal – and this is very important. The media can easily spin a story, so you want to do everything possible to ensure they convey the right slant.

Example

I once spent a few hours interviewing a client, to get the details of his unusual investment story. I learned that his wife surprised him with a red Dodge Viper for turning their failing retirement account into a huge success. I requested photos of him and the car and included them in the press release. This triggered phone calls from a few editors who liked the story, and the newspaper actually used our prepared photo. We made it easy for them, which is a key point to pitching your story.

Step 2 – Create your press release

There are seven basic elements every press release should include:

1. FOR IMMEDIATE RELEASE should be placed at the top of the page

2. Your contact information (always return the phone call or e-mail ASAP when a writer contacts you – they rarely call twice.)

3. Headline: you should use boldface type, and it should be between five and eight words. Be creative; not salesey

4. City and Date

5. Lead paragraph with the five Ws: What, Where, Whom, When and Why

6. Main body copy

7. ### to signal the end

Example

I wrote a press release to promote an inaugural national event. Entitled “Boomers Flock to Self-Directed IRAs – and Clamor for Help Investing Retirement Funds in Real Estate,” it was sent out six weeks before the event, which is approximately the time needed for an editor to write and publish a print story. It led to three major interviews for the CEO – in the Wall Street Journal , San Jose Mercury News and a leading online financial publication with 400,000 subscribers.

To read the complete press release, send me a message via the article forum and include “Boomers Flock to Self-Directed IRAs.”

You’ll notice that the headline addressed boomers, self-directed IRAs and investing retirement funds in real estate. This was timely information and a new topic for many editors. And remember to include facts and statistics in your release.

Ongoing press release campaigns are also a great way to become known as the thought leader and expert in your field. If you would like to receive a copy of a press release template, send me a message via the article forum. A tip to remember: Have a professional copywriter review your news release to make sure it is grammatically perfect.

Step 3 – Optimize your keywords

One of the biggest benefits of the Internet is the ability to optimize your keywords within the body of your press release. What does this do for you? It helps you get founder faster on Google, Yahoo and many other directories. “Keywords” are the words people type into a search engine to help find your company and your products and services. When you link your keywords and phrases, it helps improve your online visibility. And, when you get a published story featured online, you may get a link back from the publication you can post on your Web site, which is extremely helpful for search engine optimization. If you want to learn more about search engine optimization (SEO), you can learn about an upcoming Webinar by sending me a message indicating “webinar” via the article forum.

Step 4 – Distribute your press release over the internet

Some of the online distribution services I use include Business Wire and PR Web. You can also use free services, but it’s worth paying a little more so you avoid your competitors showing up in your news release.

When you use Business Wire’s services, for example, you will get a tracking report so you can see who has read your release by industry and geographic region. I use most of the optional services too, especially those that optimize your release online. You can even easily create a podcast from your press release. Ask me for a sample, using the article forum and include “podcast” in the subject line.

Step 5 – Follow up

Last but not least is the importance of following up on your press releases. This can really be the difference between getting your story published or not. I send press releases directly to editors of specific publications if I think the information would be interesting to their readers. Why not submit your news to ProducersWEB.com, for example? Contact the editor three to four days after you send the release and let them know you’re calling about your press release on (refer to your headline). Frequently, they will ask you to send it again, which is always fine.

Conclusion

What do you do with published stories and articles? Share them with your e-mail database, post them on your Web site under “news,” post them on your blog and offer them to your colleagues, as they may simply forward them in their next e-mail campaign.

When you amass a collection of feature stories, turn them into framed art for your office so your clients and employees can see them too. Create your own “Wall of Fame.”

In summary, PR is all about getting positive news coverage for you and your business for free , or at a fraction of the cost of advertising. And, it helps you build credibility. There’s a great quote in the book “Differentiate or Die,” in which a CEO said that whenever his company gets a positive mention in the media, it adds $1 million to his brand equity. Imagine what it can do for your business.

Robyn Levin has spent the past 20 years in Marketing, Business Development, and PR. Levin is founder and president of R. Levin Marketing Group, a consulting firm that advises growing professional services companies on how to accelerate growth using the Internet, digital marketing strategies, innovative ideas & her proprietary “Cocktail Napkin PlanTM.”

Levin and clients have been featured in national publications, TV, on radio. Robyn has been featured in COSTCO small business magazine, “Walking With the Wise” and best-selling book, “Networking Magic”.

Robyn launched over 20 programs & products for PENSCO Trust Company serving as Marketing Consultant since 2004 and helped client triple client assets to $2 Billion in 2 years.

Robyn Levin graduated from Temple University with a B.B.A in Marketing & an International Business degree from Nijenrode, Holland.

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Tags: online, pr, agencies, jobs, firms

Have you ever wondered how some companies get featured in the major media and you know they didn’t pay for advertising? In this article, I will take you through a five-step process of creating and optimizing press releases to increase your online visibility – instantly. You will also learn some creative ways to get the press to call you and include your company in an article or feature story, which helps elevate your image and strengthen your position in the industry.

About 17 years ago, I discovered the power of PR when I generated more than 30 published stories for my company and customers – both locally and nationally. As an entrepreneur, I kept asking myself, what’s the fastest way to grow my business while spend the least amount of money? (And isn’t that what most of us want?) I realized there was an alternative to advertising (which can be very costly and difficult to measure). I would feed the press with story ideas, catchy headlines and photos of my customers; all wrapped up in a one page, professionally written press release. It worked and I was hooked. I started doing the same for clients and also speak passionately on this subject.

In my marketing seminars, I often begin with this quick quiz: What’s the difference between PR and advertising? Some of you may know the answer. With advertising, you pay and with PR, you pray. In other words, PR is hoping an editor will find your press release so interesting that they will want to feature your company in their publication or TV show.

If your goal were to create and maintain a positive image for your company, I would highly recommend using a PR campaign as part of your overall marketing program. This five-step process will help you achieve success with your PR campaign.

Five steps to creating a successful online PR campaign

Your objectives may simply be to keep the media abreast of company news and events. Or, you may want to share client success stories and get a feature story published about your company and expertise.

Step 1 – Decide what you want the media to know.

Nowadays, the Internet is the fastest way to get your company to instantly appear on Google and Yahoo news. It’s one thing to simply announce a new product, service or a new hire – it’s a valuable bonus to have an editor or writer call to interview you for a story they’re writing. And, they quite often get their story ideas from press releases and blogs that mention newsworthy, timely information. So, just what are editors looking for?

They’re interested in truly newsworthy information such as trends, emerging markets, new products or services and human-interest stories. Remember, editors immediately notice when a company is simply trying to promote itself in hopes of getting a little “free advertising”. Avoid this temptation, as editors can spot these attempts easily, and will probably disregard your press release.

So, how do you capture their attention? Here are four things to consider for your press release:

1. New seminar/event launched

2. New product/service

3. Industry news/trends

4. Client success stories

One of my favorite proven methods is to write a press release about client success stories. Tell the story using “picture words” as well as photos to help illustrate your point.

The headline of your press release is very important and will affect your results. It should be short and captivating, as this is the hook that should grab their attention. I spend a great deal of time crafting the headline, as my goal is to write something compelling enough to trigger a telephone call requesting an interview for my clients and their clients.

Keep these important points in mind when you interview your client for a potential story. Get their permission first and let them know there’s a chance they may be featured in the media. Be sure you find out what your clients might not want to reveal – and this is very important. The media can easily spin a story, so you want to do everything possible to ensure they convey the right slant.

Example

I once spent a few hours interviewing a client, to get the details of his unusual investment story. I learned that his wife surprised him with a red Dodge Viper for turning their failing retirement account into a huge success. I requested photos of him and the car and included them in the press release. This triggered phone calls from a few editors who liked the story, and the newspaper actually used our prepared photo. We made it easy for them, which is a key point to pitching your story.

Step 2 – Create your press release

There are seven basic elements every press release should include:

1. FOR IMMEDIATE RELEASE should be placed at the top of the page

2. Your contact information (always return the phone call or e-mail ASAP when a writer contacts you – they rarely call twice.)

3. Headline: you should use boldface type, and it should be between five and eight words. Be creative; not salesey

4. City and Date

5. Lead paragraph with the five Ws: What, Where, Whom, When and Why

6. Main body copy

7. ### to signal the end

Example

I wrote a press release to promote an inaugural national event. Entitled “Boomers Flock to Self-Directed IRAs – and Clamor for Help Investing Retirement Funds in Real Estate,” it was sent out six weeks before the event, which is approximately the time needed for an editor to write and publish a print story. It led to three major interviews for the CEO – in the Wall Street Journal , San Jose Mercury News and a leading online financial publication with 400,000 subscribers.

To read the complete press release, send me a message via the article forum and include “Boomers Flock to Self-Directed IRAs.”

You’ll notice that the headline addressed boomers, self-directed IRAs and investing retirement funds in real estate. This was timely information and a new topic for many editors. And remember to include facts and statistics in your release.

Ongoing press release campaigns are also a great way to become known as the thought leader and expert in your field. If you would like to receive a copy of a press release template, send me a message via the article forum. A tip to remember: Have a professional copywriter review your news release to make sure it is grammatically perfect.

Step 3 – Optimize your keywords

One of the biggest benefits of the Internet is the ability to optimize your keywords within the body of your press release. What does this do for you? It helps you get founder faster on Google, Yahoo and many other directories. “Keywords” are the words people type into a search engine to help find your company and your products and services. When you link your keywords and phrases, it helps improve your online visibility. And, when you get a published story featured online, you may get a link back from the publication you can post on your Web site, which is extremely helpful for search engine optimization. If you want to learn more about search engine optimization (SEO), you can learn about an upcoming Webinar by sending me a message indicating “webinar” via the article forum.

Step 4 – Distribute your press release over the internet

Some of the online distribution services I use include Business Wire and PR Web. You can also use free services, but it’s worth paying a little more so you avoid your competitors showing up in your news release.

When you use Business Wire’s services, for example, you will get a tracking report so you can see who has read your release by industry and geographic region. I use most of the optional services too, especially those that optimize your release online. You can even easily create a podcast from your press release. Ask me for a sample, using the article forum and include “podcast” in the subject line.

Step 5 – Follow up

Last but not least is the importance of following up on your press releases. This can really be the difference between getting your story published or not. I send press releases directly to editors of specific publications if I think the information would be interesting to their readers. Why not submit your news to ProducersWEB.com, for example? Contact the editor three to four days after you send the release and let them know you’re calling about your press release on (refer to your headline). Frequently, they will ask you to send it again, which is always fine.

Conclusion

What do you do with published stories and articles? Share them with your e-mail database, post them on your Web site under “news,” post them on your blog and offer them to your colleagues, as they may simply forward them in their next e-mail campaign.

When you amass a collection of feature stories, turn them into framed art for your office so your clients and employees can see them too. Create your own “Wall of Fame.”

In summary, PR is all about getting positive news coverage for you and your business for free , or at a fraction of the cost of advertising. And, it helps you build credibility. There’s a great quote in the book “Differentiate or Die,” in which a CEO said that whenever his company gets a positive mention in the media, it adds $1 million to his brand equity. Imagine what it can do for your business.

Robyn Levin has spent the past 20 years in Marketing, Business Development, and PR. Levin is founder and president of R. Levin Marketing Group, a consulting firm that advises growing professional services companies on how to accelerate growth using the Internet, digital marketing strategies, innovative ideas & her proprietary “Cocktail Napkin PlanTM.”

Levin and clients have been featured in national publications, TV, on radio. Robyn has been featured in COSTCO small business magazine, “Walking With the Wise” and best-selling book, “Networking Magic”.

Robyn launched over 20 programs & products for PENSCO Trust Company serving as Marketing Consultant since 2004 and helped client triple client assets to $2 Billion in 2 years.

Robyn Levin graduated from Temple University with a B.B.A in Marketing & an International Business degree from Nijenrode, Holland.

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Tags: online, pr, agencies, jobs, firms

The painful truth about public relations is that most people just breeze by the talking points because they’ve heard it before. Anyone wanting to get their company’s news out there today have a few issues to overcome. How does an unknown company get noticed by the media short of blowing itself up?

The main issue is that most business people have no idea what to do in regard to press releases. They might ask their office manager to come up with an idea or set up a press release to send out to their local newspaper.

The problem in this case, is that the press and the general public aren’t interested in anything that doesn’t immediately grab their attention and hit them where they live. If you want to use PR successfully, you need to find your market first, target them, then reach them regularly.

The old school way to use press releases was to target the media and hope that the news trickles down.

You’d have to wait for the press clippings to show up and measure its effectiveness by the phone calls that came in. You then waited until you had another earth shaking story to tell before you placed another press release to the public.

The long wait for the press to pick up your press release is no longer necessary. As a matter of fact, it is far more important to target your market, build your list of readers and keep a steady stream of communication going with them. Let the press know that you’ve got a following and they are more likely to respect your information.

There were all sorts of stringent rules for the construction of the press release that each outlet followed. The report had to be written in the third person and contain breaking news of great importance.

So what do you do to succeed? How do you overcome the information glut?

First, plan on creating a series of press releases that will be spotlighting your company’s or products achievements. You will need to plan on at least 40 press releases. That means you’ll need to keep an eye open for newsworthy events. Keep a running list of possible subjects.

Are you opening a new store?

Introducing a new product?

Hiring a new employee?

Updating your website?

Introducing a new book or program?

Hosting a blog or podcast?

Continue the list from here..

The idea is to generate continuing interest in your business. Some of the information will fall on deaf ears but you will be choosing your ears carefully. What do I mean by that? Previously I went on a rant about the importance of building a list. I believe in it wholeheartedly. Your list will be your lifeline to your market. It should include media people, customers, contacts, prospects and vendors.

If you can’t come up with great material, hire someone. The secret to successful press releases in the age of the Internet is to deliver relevant information to a market that is familiar with you and your company. They will be more receptive to the current events of your business if the releases offer material that relates to them in an intellectual or personal way. It takes several exposures to click in.

Can your press releases solve problems or at least address them? Do they tell a story and or expand the narrative of challenges to overcome in your field or niche? The material should be well written, of course; that goes without saying but more than that, it should be easy on the eyes. Keep it short.

Work with press release websites to deliver your message to the masses in your target but focus you message to your list. After a period of time, people will begin to get used to seeing your name and what you do. They will have checked out your website and taken your polls and read your articles. If they continue to be receptive and even supportive of your company, you won’t have to blow yourself up to get noticed.

Dennis Francis is a consultant and business coach for Complementary Alternative Medical practitioners and other professionals. His website offers its members online coaching on automating marketing on and off the web. He offers a free book called “Double Your Revenues in 12 Months or Less.” Dennis also assists companies publish their own marketing materials and shows them how to publish a book in 30 days.

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Tags; pr, consulting, firms, jobs, consultants

I was so happy to see the seasons change on March 20th. Although I appreciate the beauty of experiencing four seasons, winter is my LEAST FAVORITE. Depending on where you live, winter usually means shorter days and longer, colder nights. I couldn’t wait to pack up my bulky wool coats, scarves and gloves for at least another nine months

With springtime comes a whole new season of renewal, rejuvenation and refreshing possibilities. This is the time of year when people start clearing out their homes, dusting off their furniture and rolling up their sleeves for that much needed spring-cleaning. Out with the old and in with the new! That rule doesn’t just apply to homes, you know. If you own a business or you’re looking to strategize for your product, service or idea, you too could benefit from a little sprucing up. The arrival of springtime could mean spring-cleaning for businesses as well, a chance to breathe some fresh air into a stale PR plan. You can start by asking yourself the following questions:

(1) Is it time to blow the dust off your current pr strategy for your product, service or company? What’s working for you? More importantly, what’s not working? A change of seasons could be the fresh start your business is looking for. Spring into the possibilities and seize the opportunity!

(2) Are all the numbers and email addresses of your media contacts in your Rolodex up to date? Who should you add…who should you delete?

(3) How can you maximize your resources and fresh new ideas to secure yourself some free publicity?

Shani Blount of the WIN Public Relations Firm (http://www.winprfirm.com) has more than ten years experience of working in newspapers, radio and television stations all across the country. She began her career in Philadelphia after receiving her Bachelor of Arts Degree from Temple University’s School of Journalism, Public Relations and Advertising. After graduation, Blount worked as a general assignment news reporter for CBS and Fox television affiliates in Missouri, Georgia and North Carolina. Blount has covered a wide variety of topics, from the deployment of Fort Bragg’s 82nd Airborne post 9/11 to a plague of frogs that descended on a North Carolina farm. Blount is the President and Founder of WIN Public Relations Firm in the Washington DC metro area. Her unique experience will put you on the inside track towards becoming NEWSWORTHY!

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Tags: pr, firms, jobs, media, marketing

How to plan, write and evaluate the success of your Press Releases

Press Releases are a fantastic and FREE form of marketing your company, products and services. Basically, it works like this – you send your company news to a list of publications. The editors WANT your news so they can keep their subscribers up to date on what is happening in your industry. You get a plug and all it took was time to write the Press Release.

The other great advantage is that it can now be posted on many electronic magazines, spreading the word throughout the Internet.

To create the best chances of success with your Press Releases, here’s a quick “How To” list:

1. Have a plan. News happens fast, and you need to be ready with a plan to react to that news to tell the world. So before you start, write at least twelve Press Releases in advance and put them into a folder to draw from when needed. Keep in mind that when in comes to news, it doesn’t matter if it’s NEW to you, it matters if it’s NEWS to the editors. Write them in advance so you can draw from this folder once a month on the same date for an entire year. Keep them in chronological order. As up-to-date news occurs in your company, use that information first, bumping all other Press Releases back one month. Review the folder each month before you send your release and move the unused, unneeded or out of date releases to an archive on your website along with the release you just sent. Get every extra mile you can from every release you write!

2. Create letterhead and envelopes specifically designed for Press Releases. As you send the Press Releases the editors become familiar with your envelopes and letterhead, and know what to expect. This familiarity also increases your changes for success. Don’t be afraid to actually say “Press Release Enclosed” on the outer envelope.

4. Send one release a month. No more, no less. More than that and you stand the chance of annoying the editors, and that means less print space. Less than once a month and you don’t appear to be the kind of company that is actually worthy of news because nothing of importance is happening in your organization.

5. Include a photo or image separately in the same envelope if possible. This just adds to the interest of your Press Release and increases read rates by editors.

6. Use the familiar format for written releases: Header should be your logo. Top right, flush right in Times 12 point, your name on line 1, your contact information on lines 2 (phone) and 3 (email). Under name and contact information, flush left, in Times 14 point bold, all caps, the title of the receiver (i.e., BUSINESS NEWS EDITOR) followed by the words “FOR IMMEDIATE RELEASE”. Under FOR IMMEDIATE RELEASE, centered, in Times 14 point bold, upper and lower case, the subject of your Press Release. Use no more than two lines and as few words as possible. Body copy should be Times 12 point, no indentations, double spaced. Start with the city you are sending the release from in parenthesis. Each paragraph should be able to stand alone without needing the above or below paragraphs to make sense to the reader.

After the final paragraphs place three centered star symbols (* * *) to indicate the end of your release. If you have enclosed a photo or image indicate that with a line under the starts stating “Photos/Image Enclosed”.

7. You can gather your Press Release list yourself or have a service bureau provide it for you. To gather the list yourself, go to your local library. There are numerous resources that list publications and their addresses, and the names of the editors. These include The Directory of Newsletters, SRDS (Standard Rate and Data Service), and others. Spend some time and look around. Add your current customers, prospects, vendors and employees to your list. The list should include magazines, journals, newsletters and newspapers. You can also cruise the internet for electronic magazines and newsletters.

8. If you produce a newsletter you should also consider a designated area to reprint your Press Releases in each issue.

Press releases tend to have a snowball effect. When a publication receives enough REAL news from your company on a consistent basis, the more they see the more they tend to print. So create a manageable plan, and stick to it. Examples of what is considered newsworthy (but may not necessarily be news to you) are: New Logos, Logo Update, New Website, Website update, New Blog, New Employees, Promotions, Facility Expansion, New Address, Newsletter Introduction (Electronic or Print), New Products or Services, New Literature, etc.

At the end of the year, review the printed Press Releases. By measuring the amount of space they used in an issue of a publications and comparing that to the advertising rates for that publication you can easily compute how much FREE ADVERTISING your releases have netted you throughout the year. Whatever figure you end up with, add another 10% for editorial markup – your space is actually worth MORE than the amount of advertising space because by printing your Press Release the editors have given a thumbs-up to your company!

For more information go to this site.

Neil Walsh

Daba Designs

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Tags: advertising, public, relations, firms, agencies

Every single industry has “secrets” that the public is interested in and the financial service industry is no different. I understand that the longer you have been in the industry, the more “normal” the jargon and thinking may become, but for the general public, there are plenty of things that you and I may take for granted that could be turned into a killer press release.

I wanted to talk briefly about the press release style about having a secret to tell. Of all the different types of press releases, this is perhaps the best way to generate interest and, in my opinion, should be used regularly.

Have you put your goals and publicity plan together? Have you put processes into place that will make the submission of press releases easy and automatic? Have you gathered a list of local media and are ready to go? If so, then now comes the fun part.

Writing the Release -First Comes Structure. There are a few very important things to keep in mind when you write your press release. First a couple basic points that you need to remember about the structure of the press release:

* Top of the Page – 2 things about the header
o On the top left hand corner of the, in UPPERCASE LETTERS, you want to write “FOR IMMEDIATE RELEASE” if you want it to released now or anytime in the future (yeah it may be a month or two until they use it)
o On the upper right hand corner of the page, write (again in UPPERCASE): FOR FURTHER INFORMATION: YOUR NAME, (123)444-5555.

Making the Headline Interesting

The headline has one purpose only, to be interesting enough to catch the reporters interest so that they continue reading the body copy. You want to use interesting, catchy, and in this case “secrets” that will interest the reporters readers. Keep in mind that the reporter has a reputation to uphold. They are not going to just throw a story together that isn’t interesting in the press release. If you can wrote an effective release, you will do a lot of the reporters job for them. Failure to express your story idea in an interesting headline is certain doom for your publicity campaign.

The headline should be written to bring out the personal side of the financial industry. In other words, people are selfish and if you can tell them why they are potentially doing the wrong thing then you have their attention. One of the easiest ways to accomplish this is with a “secret”.

Everyone wants to be in on the secret, and expressing your secret in the headline is key. Reporters love secrets and if they can crack it, they have the making of a good story.

Now what is a “secret”? It is simply just something that you know that everyone else doesn’t.

Here is a headline that I used successfully for a workshop on college funding that I conducted:

Why Few Parents Have The Right College Funding Plan

- And How To Tell If You’re One Of Them!

It is pretty basic, but if a parent were to read it, do you think they would be interested? Of course!

Feel free to adapt it to your own niche. Simply substitute “College Funding Plan” maybe you could say “Investment Strategy” or “Retirement Plan” or “Mutual Fund Allocation”. The options are endless.

Most people tend to believe that they are doing things the right way and may not put a lot of thought into their savings, or investment plan, but if you can bring it to the front of their mind then they will be interested in finding out what you have to say. Here are some other ideas for headlines that you an adapt to your niche or liking.

Why You And Your IRA May Not Be A Match

How Changing Mutual Fund Allocations Could Save You Thousands, An Secure Your Future

Best-Kept Secrets of How To Get The Maximum Money For Your Child’s College Education

Discover the 10 Biggest Inside Secrets That Could Save You A Fortune During Your Golden Years

Discover the Unheard of Secrets of How To Choose the Mutual Fund Investment Right For You

These headlines draw in the reader and prompt a desire to learn more. I bet that as you read the headlines you asked yourself, what some of the secrets were. The list is endless and with a little practice, you will soon be writing your own attention grabbing headlines. The easiest way for me to write effective headlines is to look through the newspaper and magazines that you subscribe to and adapt the headlines to you. Some headlines that I have used have been borrowed from other industry magazines and from random stories from the newspaper. Use your imagination and have fun, it is not that hard to create an effective headline.

Brandon Hansen is the owner of MarketYourPractice.net He has been in the financial industry for over 10 years and is focused on teaching other financial professionals how to market their business more effectively. He offers a free marketing CD at his website that talks about how a struggling rookie agent went on to tremendous success that you can get for free by visiting his website.

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Tags: financial, public, relations, services, firms

Talk radio is thriving. In the United States, talk radio is by and large; made up of conservative political commentators; according to A.C. Nielsen Inc. Things are changing as liberal networks become the fastest rising genre in recent years.

There are now well over 1000 radio stations in the United States programming talk shows full time. If you count individual talk shows, the number zooms up to 3000. With the advancement in satellite radio and Internet radio, you have an enormous media outlet to explore

Pew researchers found in 2004 that 17% of the public regularly listens to talk radio. This audience is mostly male, middle-aged and conservative. Among those who regularly listen to talk radio, 41% are Republican and 28% are Democrats.

This is a tremendous opportunity for small business people. The promotional boost that talk radio gives you can be immense; and, best of all, it is free.

You can take this project in baby steps. Do not expect to be on “Good Morning America” just yet.

All of those 3000 shows need guests. Radio talk show hosts everywhere know that you NEED A GUEST to make the show interesting. The life’s blood of many talk shows is the guest. Those guests are authors, consultants, experts and politicians.

You can gain extraordinary publicity from a radio appearance. A talk show guest gets to put on display–in front of thousands of ears–their expertise and business. You do not have to be fabulous speaker because the host will be asking you the questions. You do not have to make a prepared speech.

The best way to get entrance to the talk shows is with a book. I have talked about the power of publishing a book for promotional purposes. There can be no better ticket to the media; short of a major newsworthy incident to get you a spot on a radio show.

This is very important; develop your local credentials before launching a general promotional campaign. You will want to get a lot of local experience to build up your credibility. If you are promoting a book, be patient. If your ultimate goal is to get your business recognized locally, that should be sufficient.

Once you are able to get to talk about your subject in relation to solving a news related issue, you can be one of the experts the show will call when they need information on the associated topic.

If your product or service is not sexy or newsworthy, do not worry. If you have answers to the public’s problems, you will be well received. Do not advertise your product or service; just let the host handle that for you.

The vast majority of talk show hosts are very courteous to their guests. They will help you get through the process of the interview. Just be yourself and engage the audience with a lively voice and short concise answers. Project a sense of confidence and expertise in your topic and practice, practice, practice.

The best strategy I have found is to get a series of articles and press releases out on the Internet. You need to be “Google-able.” If a program director cannot find your profile on Google in three page clicks, you are not very newsworthy.

Have a professional press kit and a website established. Set up a regular submission schedule for online promotions. After you are able to get your Internet credits established, begin contacting program managers. Once you find the right person, express your interest in being a guest, Let them know that you are available either in the studio or over the phone.

Continue to send press releases and update your website with newsworthy information. Provide your press kit and let the program managers know that you can provide lively, useful and informative information to their listeners. Do not sell them anything but your expertise and ability to inform and entertain their audience. Do not play up the fact that you want to promote your book or business.

Send your sample interview questions with your press kit. This will allow any host who has not read your book or are not familiar with your subject a chance to feel knowledgeable enough to hold a lively conversation.

The day before your scheduled appearance on the talk show, call the show host or producer and confirm your date. If it is a telephone interview, send them the printed material again. For a live interview, bring several copies of your material to pass around to those on the show.

Give the radio stations a chance to review the materials and log your submissions. You want to monitor the dates of submission in order to respond and resend materials when you need to.

If you do not speak at functions or seminars often, get a good book on public speaking and practice with a recorder. You will find your voice and get a rhythm that feels comfortable.

Once you get an interview offer. Clear some time to practice and do yourself a favor and get some rest before your interview. Once the interview is completed, be sure to drop a thank you letter to the station manager and host. Not many people do this, and radio folks really value it. Do not be surprised to get a call to return for future interviews from the program manager.

Now that you have gotten on talk radio in your own community, go regional or national! Every time you appear on a talk show, send out a new press release to keep your brand in the news cycle.

You can set up and do talk show guest shots on radio stations across the US and Canada without ever leaving your house. Go online and research the information on regional and national stations. You might end up on “Good Morning America”.

Dennis Morales Francis is a consultant and coach for business professionals and wellness practitioners. His website, offers its members online coaching on building Internet income and automating their marketing on and off the web. Dennis is the author of “Double My Revenues In 12 Months or Less”.

Go to and visit this site to learn how to put $120,000 a year in your pocket by pressing a button on your PC. You don’t want to miss this E-Tutorial.

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Tags: digital, pr, firms, media, social

You Know Your stuff

TV hosts and producers don’t want to give you too much information about the questions. Why? Because they don’t want you to sound stilted and rehearsed when you give answers. You are generally there because you are the expert (or say you are) on that particular subject and because you do know your subject better than anyone else you will be able to answer questions spontaneously.

But you should think about some possible questions they may ask and prepare answers beforehand. Ask your partner or a friend to ask you a few questions and have a rehearsal ‘ practice. You can find out what angle are they taking? What are they expecting from you ‘ what are the question areas?

Research

Watch the program beforehand to get a feel for the type of show it is if you can. At least look up the website and perhaps view a video clip or listen to a podcast. Find out as much as you can about the program on which you’re being asked to appear ‘ is it live or pre-recorded? Is the audience completely general, or is it targeted at housewives or business people? Think about the points you could make which are most interesting, useful and relevant to that particular audience.

Arrive early so you can meet and chat with other guests, hosts, producers to feel a bit more comfortable and familiarise yourself with the surroundings.

Get to the Point

Do try and get to the main point of your answer quickly without wafting on. A short, sharp, interesting point works best in the media especially for television and will be easier for viewers to remember. If you don’t give enough information the interviewer will simply ask a follow-up question.

If you have something to promote (such as a book) keep it in mind and look for an opportunity to get your point across. All well and good being great media “talent” but you could use the opportunity to at least promote your business name. Try and be in control and use every opportunity to get your message across.

Have Something to Say

Be aware of the latest news, gossip or current affairs stories particularly that relate to your topic. Read the papers, listen to radio and be as informed as you can because you never know what might come up during the interview. If there are controversial issues in your area of expertise, work out where you stand, and what you should say. It is better to respond rather than say “no comment”. Don’t be afraid to put your point of view across. If you don’t know the answer, say so.

Make It Interesting and Descriptive

Make your answers more memorable by using real stories and descriptive words. Cut through the clutter with words that paint a picture in the mind of the listener. As an example in a radio interview I did, I told a story about a young journalist interviewing a well know media personality and used the word “hyper-bowl”, the media identity kindly corrected her and said the word is pronounced “hyper-bo-lee”. We made it a fun, interesting reference to the issue being discussed.

Friendly and Attentive

Remember that what you’re really doing is having a conversation. Listen to the interviewer’s questions. The host will appreciate your attentiveness. Use the interviewer’s name to make it more personable when answering questions.

If you’re doing an interview face-to-face use eye contact and try and interest the interviewer in what you’re talking about rather than thinking ‘ do I sound OK ‘ do I look alright on TV. If your eyes flicker around during a TV interview, you look uncomfortable, and possibly a bit shifty. If you keep your eye-line focused on the interviewer, you will come over as being in command of your subject. Just try and relax and take your time. And remember to smile, you will look and sound a lot friendlier.

Animation and Gestures

Be bright and buoyant in your answers. You need to be slightly more animated and larger than life. Pep up your delivery so that it is energetic and enthusiastic, rather than dull and low-key. Television is entertainment after all and broadcasting is a performance! The more engaging you appear the more interested and involved the audience will feel. It’s perfectly okay to move, rather than sitting stiffly and looking unnatural. Just be aware of exaggerated movements or unconscious movements such as flicking your hair or tapping your fingers. If you always ‘talk’ with your hands, like I do, that’s okay; just don’t over do it. Also be aware of knocking your microphone, movement or other sounds that may interfere. Look & Sound Good

Always take time to warm up your voice. You will come across as more articulate and authoritative. It will help prevent a “frog in the throat” during the interview. Sip room temperature water before and during the interview. Never drink anything too hot or cold and nothing with milk in it otherwise you’ll be constantly clearing your throat.

Dress well and look your best.

Take your cue from the presenters on the show you’re appearing on. Perhaps it’s business casual for a morning show or more business corporate for a news show. Wear make-up. Ok guys maybe just a touch of powder to eliminate shine.

If you stumble, or slip-up, or use the wrong persons name like I did during my interview, just forget about it and move on. Even top TV presenters make mistakes.

Did I manage all of the above in my interview? Probably not. But the key is to relax and enjoy the interview as much as possible ‘ after all it is your opportunity to promote your business, product or service and hopefully raise your profile and profits.

Sue Currie, the director of Shine Communications Consultancy and author of Apprentice to Business Ace ‘ your inside-out guide to personal branding, is a business educator and speaker on personal branding through image and media. To learn more about how you can achieve recognition, enhance your image and shine, sign up for free monthly tips at this site

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Tags: digital, pr, firms, media, social

Have you ever heard the saying; “Build a better mouse trap and the market will beat a path to your door.”? Unfortunately this seems to be the axiom most business owners and organisations live by. I say “unfortunately” because it simply isn’t true. You see, if your market doesn’t know about your product, how do you expect them to buy from you? Worse still, if they don’t know about you, how do you expect to survive in business?

You need to firstly tell your market you exist, then you need to tell them what you do, and finally you need to tell them how you can solve their problems. But business is seldom so straight forward. Chances are you are not the only one who can solve their problems; you will invariably find yourself in competition for their business.

You have to learn to communicate with your market. This is called Public Relations. It may be something that your competitors are not doing, or are not doing well. If that is the case, communicating with your market effectively is sure to grow your business. If, however, your competitors are already communicating with your shared market, then it’s about time you started, before you get left behind in their dust.

Aside from eNewsletters sent directly to your clients and prospects, the best way to communicate widely with your market is through the media. This includes newspapers, magazines, TV and radio, in both the traditional and online format.

One of the easiest ways to communicate with the media is through preparing and distributing a media release directly to them. Sometimes it is called a press release and other times a news release. But whatever you call it, the million dollar question remains: Why don’t more business owners and organisations make more use of this powerful promotional tool?

One reason may be that most people simply don’t feel confident enough to put their thoughts and ideas down on paper. Not everybody is a good (or adequate) writer. My experience in working with business owners suggests it has more to do with not knowing what to write than about how to write it. The unfortunate result is that they forgo the benefits that this wonderfully simple yet powerful business-developing tool has to offer.

So, what is worthy of being put into a media release? Firstly, it has to be of interest to the reader. And when I say reader, I am referring to not only your intended prospect but also the editor or journalist to whom you have sent the release. They don’t want to hear garbage or a sales pitch. They want news.

My tip is to keep up-to-date with local and international news. You need to know what is going on in your community, in your country and the world at large. You need to know this because it is what will be on people’s minds on a daily basis. If a plane has just crashed in their neighbourhood, it is unlikely they will care too much about that new widget you have just launched, unless the widget is designed to rescue people from plane crashes, of course.

Keep up-to-date with the latest trends. So often you can ride on the back of a trend and gain invaluable publicity. To do this, you need to know what is going on in general. Is there any connection? Can you make a connection?

Have a good look at your business. You need to understand exactly what your business does. And what it sells. Then ask yourself whether your customers know what your business does and sells. If your business is like most, the answer will probably be no. Which items are the most profitable? Is there old stock that really should be moved? Are there products or services that only some customers know about and not others? How can you tell them?

Public Relations requires strategy. If you send the same, or a similar message, to the media over and over again, eventually they will get sick of hearing from you and will stop opening your emails. If your media release contains grammatical and spelling errors, it becomes illegible and doesn’t maintain your professional image. And anyway, who are your relevant media and how do you contact them?

These questions are why many business owners and organisations use professionals to look after their Public Relations requirements. If you don’t have the time or confidence to use this powerful tool to grow your business, contact Altitude Communications to discuss your requirements and we will create a tailored package to suit your PR needs and budget.

DO YOU WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this text copy in its entirety:

Marketing Mentors Bill Doyle and Sandra Hammond from Altitude Communications publish the very popular ‘My Marketing Mentor’ eZine. So If you’re ready to boost your business and make more money using the latest ideas, tips, strategies and how-to’s, get your FREE tips now… PLUS you’ll receive our 50+ Effective eMarketing ideas and tactics to help you to attract new clients “Like Bees to a Honey Pot” and grow a profitable business without spending a fortune. Get them now at Bill Doyle site

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Tags: consumer, pr, agencies, firms, companies

Having worked at both big PR agencies and now running a small agency, I can tell you that bigger is definitely not always better. Before you object, there are certainly good things about the big PR agencies. They have access to systems and procedures that smaller firms don’t have. Additionally, I am grateful for the experience I gained from top-name agencies like Ketchum and Weber Shandwick.

What I’ve found is lacking at these agencies is a sense of real devotion to results and client service. At an agency where I worked, which shall remain nameless, there were a few programs that the agency found worked from a media perspective and those programs were retrofitted for most of the clients and projects. And while these programs generated media placements, what I call “dirty PR” was also employed. “Dirty PR” tactics include using matte releases and using multipliers to inflate impressions.

The cost of big PR agencies can also be prohibitive for smaller clients and many of those agencies will only accept new clients who meet a certain billing threshold. Certainly, big PR agencies have a team of professionals that work on your business, which somewhat explains the cost of monthly billings, but certainly the costs can get expensive.

Most, but not all, boutique agencies are true scrappers on behalf of their clients because the clients they have are absolutely integral to survival. Additionally, boutique agencies are typically more affordable and cost-effective. As an example, What Works Communications, like other boutique agencies, does more than just PR for clients. We ghost write articles, create marketing pieces, and traditional PR. These services are not likely to be offered by bigger agencies.

Certainly, there are benefits to working with PR agencies big and small. The takeaway is to use PR. It is more cost-effective than advertising and is often more widely read. And let’s face it, your story really should be in print and in pictures.

Al Martin is president of What Works Communications, an Austin-based boutique marketing communications firm.

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Tags: marketing, pr, jobs, firms, agencies

If you want to witness the strength of Niching, you need look no further than the publishing industry. In a time when dour economic news hangs over the horizon, the publishing industry, always very sensitive to the public’s buying habits, has responded by offering more and more niche-oriented titles.

An example of this can be seen in the recent flurry of science-themed magazines. These publications, aimed at an audience interested in high tech, home hacks, and basic life sciences, are experiencing a resurgence: good news for established titles Scientific American, newer titles such as Discover Magazine, and even titles once thought long dead, like Science Illustrated.

Publishing news can often help us identify trends. In this case, publishers are responding to “a renaissance of interest in science”, and the results show up on the magazine rack. In fact, savvy entrepreneurs know that magazines and other time sensitive publications can serve as a barometer of public interest and the relative strength of trends. Right now, when knitting is as hot as hot can be, there are dozens of knitting publications on the shelf — yet you’d be hard pressed to find a crochet-specific title. Careful attention must be paid, if you truly want to understand the substance and the nature of a trend.

Successful Nichepreneurs look for the overlap between their professional skills and personal passions. Look to the media — especially quick paced media: newspapers, magazines, and especially websites — to see if opportunities exist for you to stake you ground.

It’s good to consume media critically. A devoted aficionado can put together a top notch web publication in their home office without incurring a substantial expense, creating an impression of more substance than really exists. However, print media requires more capital investment — if publishers are willing to throw substantial resources into covering a trend, there’s a good chance it has ‘legs’.

Watch the number of publications focused on any particular market segment to gain an idea of that niche’s relative health. When Poker was enjoying record popularity, there were dozens of magazines devoted to the game: now that legislation has curtailed online gaming, interest has dwindled and publications have folded.

Part of developing your Nichepreneur mindset is the assessment of opportunities. Critical perusal of the media can be a vital tool to have when developing that Nichepreneur mindset.

Consider not only what publications are appearing that are relevant to your industry, but who’s publishing those magazines. Who advertises in them? Who creates the content that fills the pages: who writes the articles, or more importantly, who is quoted in them?

The answers to these questions may present opportunities for the savvy Nichepreneur to market themselves. Writing an article — or even better, a regular column! — in a publication devoted to your industry can do an unbelievable amount of good to establish you as an expert in your field. Companies that advertise heavily in these new publications may be viable partners in strategic alliances, or willing to sponsor your speaking appearances at trade shows or conventions.

Commit yourself to keeping a close eye on the media devoted to your niche. Changes in the publishing world often act as a barometer, helping you identify profitable trends before they become fully established.

Susan A. Friedmann, TheNichePreneur Coach, is an internationally recognized expert working with service professionals to increase their niche marketing potential. Author of “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning”(part of the Dummies Book Series), visit her website for more information in Here.

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Tags: media, relations, firms, corporate communications