There are many ways to generate profile without breaking the bank. It takes and effort and creativity but you certainly don’t need to spend big bucks to get noticed. It’s true that it may take time to generate a groundswell of interest but persistence is the key. There are number of ways in which you can raise your profile without blowing big budgets.

* Tracking key journalists – it is a good idea to track the articles and types of stories covered by your key journalists. This gives you great scope for approaching them with ideas and comment that you know will be of interest to them.

* Local media – it’s easy to forget the local media but they play a useful and important role. Stories are often picked up by other publications. Local media is also a useful way of getting experience with handling interviews. It is much better to have that under your belt before embarking on approaching journalists on national publications and programmes or specialist press or media.

* Radio phone-ins – if there are particular radio programmes relevant to your area of expertise then it is helpful to track them on a regular basis. Why not call into the radio programme next time they are inviting comment on a subject that is relevant to you. It can also give you a foot in the door for establishing your expertise.

* Contacting journalists on the back of other people’s stories – there will be stories every week that you can provide expert comment on. Journalists need expert views to help their audiences understand the story as well as provide insightful comment. If you really do have something of value to add then journalists will welcome your approach.

* Internet – journalists, like many of us, are increasingly using the internet to source information for stories. It is a good idea to demonstrate your expertise on your website as well as highlight any news announcements.

* Journalist databases – there are a number of databases that journalists use to source expert comment. You simply list your details and your areas of expertise for an annual subscription. In the UK www.expertsources.co.uk is a useful online listing that is worth looking at for this. There is fierce competition and it is worth checking the listing to see the competition you would be up against.

* Press release – this is another useful tool and one that can be highly cost effective. It does take time to write a press release that will get the journalist interested and it may also be worth considering investing in some photography if that can support your story.

PR can play a useful role in highlighting your organisation to prospects and customers alike. It need not be expensive. You just need to understand what your key audiences want and how to give it to them.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting here.

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tags: publicity, pr, jobs, company, firm

What do you need to do before you even put pen to paper and start writing a press release?

Although writing a successful press release is pretty straightforward, unless you do it correctly your hard work will be rewarded with the STB technique. That is your press release will be Screwed up into a tiny ball and it will be Thrown into the nearest Bin by the person you sent it to. And whilst the STB technique is seldom discussed I am afraid the vast majority of press releases fall foul to its nasty end. However, yours will not.

So let us start with some things you need to think about and so before writing your press release.

To begin with you need to think about why you are actually writing the release in the first place. Is it to tell the world about something amazing that has happened that you simply have to share with them? Is it to update your customers (or potential customers) with news of a new product or service you have? Or is it to increase business? A wise man (I think it was big chinned Football guru Jimmy Hill) once said “You cannot get to where you are going until you know where you are”. Wise words indeed and words that should be listened to if you want your press release to be acted upon.

The second thing you need to consider is who are you going to send it to? Before you even consider putting pen to paper you have to know who the release is going to be sent to as this will have a vital impact on what you say and how you say it. I mean do you really think Richard Attenborough would have sent the same press release about Jurassic Park to the National History Museum as he would have to a tabloid newspaper? No he most certainly would not have. Instead the headline to one might have been “Tyrannosaurus Rex makes triumphant return in the land of the lost giants” whereas the other headline might have been “Do you think he Dino Saw Us? Mad Professor opens new theme park”. Basically you need to make sure you know where your release will be sent so it can be tailored to that audience.

Please also make your press release interesting and newsworthy to the people you are sending it to. If you dont you know what will happen (see STB above).

The final thing you have to do before writing your press release is to know that the person you are sending it to does not care about you and does not care about your business. All they care about is does what you are writing about interest them and more importantly will it be of interest and useful to their readers, listeners, viewers or site visitors. And whilst this may seem a harsh thing to say it is true. If you don’t believe me send out a press release not taking this into account and watch the results. Oh yes, and listen hard enough and you might hear the STB!

So there you go just a few things you should be doing before writing your press release. And here are a few things you most definitely should not do:

Do not ramble. Journalists dislike press releases that don’t get to the point. If you can get to the point and do not ramble on, your release has a much better chance of being published. If however you are about to sit down and write war and peace then go walk the dog, make a cup of tea or do whatever it takes to get you out of this mindset.

Do not lie. Remember this is not your CV! Keep the contents of your release factual, correct and do not be tempted to tell anything but the truth.

Do not make mistakes. If journalists hate one thing more than rambling its errors, spelling mistakes and releases that are not grammatically correct. With spell check there is no excuse nowadays.

And one final thought, (very Jerry Springer) STBs will no longer be an option for you and your business we will leave them for your competitors. Business Marketing and Small Business Marketing done well can help increase your profits and grow your business. Get great at Public Relations and watch your business grow.

Mark Burdett is the owner of one of the UK’s Leading Marketing Consultancy firms, The Marketing Buzz.

With almost 2 decades of marketing experience Mark has worked on highly successful and profitable campaigns for companies including Norwich Union, Kia Motors and Zurich.

Now based in Newcastle upon Tyne, The Marketing Buzz help small and medium sized UK businesses grow and increase their profits by using highly effective Marketing techniques.

If you want to grow your business and increase your profits contact The Marketing Buzz

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Tags: pr, communications, jobs, tools, memo

Learning how to write good press releases is a great way to increase your online income. It gives you exposure and traffic, increasing your business. If you want to get good results from them, you need to be a great writer of this style of writing. Relax, it’s not as difficult as it sounds!

Writing one of these is different from writing an article or a blog post. It’s a little more formal and contains more journalistic elements. You need to outline your PR article before you begin writing it.

Press releases, in general, are supposed to inform and educate. Don’t sound too promotional in your PR article (submitters won’t accept promotional material).

The title of your press release is important and it needs to act as a headline to grab the attention of readers. Your first paragraph and your first few sentences are also important. To keep your reader interested in your PR article, you should make him curious through the first few sentences of it. Promise a solution to a problem or ask a question. Those are two good ways to get people to read your article in full.

You should also keep your paragraphs short and to the point. If your paragraphs are too long, people will lose interest as your article will be hard to read.

By consistently submitting quality press releases every time you have something important to announce, you’ll see your websites get a boost in traffic and sales over time. So get started writing yours today!

Fabian Tan is the author of the free 51-Page Report:

“Murder Your Job: How To Build Cash Sucking Autopilot Businesses In 30 Days Or Less!”

Head over to this site to get your free copy now before it’s gone!

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You’d think with all the communication going on these days that we’d be getting tired of reading more material – but it seems in this “information era” we can’t get enough knowledge whether it’s through online sites such as the one you are currently logged into or through books and magazines. So how can we tap into this valuable resource? Learn how you can build some buzz for your business through the Power of the Press.

Today’s unusual economy calls for talented people with industry-specific experience. People who have been recently laid off from their jobs or who are contemplating a job change — take heed. The candidate field is chock-full of talented and experienced people. You need to stand out from the crowd.A client/friend once told me that being “too tall” is not a good thing. Probing further, I realized that he was referring to the size of his department’s budget, not his height. He said a large departmental budget invites unwanted scrutiny when business is slow. Hence, sometimes it’s better to be “small” and not be noticed.

However, a candidate looking for a new job has to be “taller” than the crowd, and, before you can get that way, you have to objectively analyze your own talents, skills and qualities.

Sell your strengths

Once you’ve determined where your strengths lie, you’ve next got to present and sell them to headhunters and potential employers alike. Don’t expect others to do that work for you.

It’s one thing to make an impression on someone. It’s something else entirely to make a lasting impression. A recent documentary on the making of all three “Godfather” films made a telling point on this subject.

Director Francis Ford Coppola recalled how he considered a young, very unknown Robert De Niro for the “Sonny” role. De Niro’s test was shown, fully displaying an electrifying talent that wowed everyone– and yet another actor was hired. Still, Coppola and company remembered De Niro, later using him with glorious results in the sequel, and the rest is history.

The same is true relative to finding a PR job. If you present your personal qualities, professional skills and prior experience in a compelling way, you will be remembered for future opportunities.

So, what puts you at the top of prospective employers’ lists and at the top of headhunters’ minds? Preparation, presentation and the ability to connect with your interviewer are the main skills. It’s not enough to just show up or just make a follow-up phone call. Connecting with someone requires that both individuals relate to each other on some level.

Connecting and relating in an interview requires preparation. Find out all you can about the company with whom you will be interviewing. Research its products, services, customers and history.

And don’t forget the interviewer. Inquire about the person(s) who will be interviewing you. Research their background and experience. Find those elements that will help you bond more effectively. When the interview becomes less of an interview and more of a dialogue, then you are on your way to being chosen for the job at hand or remembered for another job down the road.

If a company specializes in semiconductors and that’s your strong suit, don’t keep it a secret. Another company may have Mideast-based accounts. If you’re fluent in Arabic or Hebrew, make sure that’s on your resume. Don’t leave it to them or recruiters to read between the lines or be clairvoyants. Have the information readily available.

Of course, there will always be those candidates who focus too much on the smoke and not the fire. Don’t be one of them. It’s one thing to be different; it’s another to be remembered for being too quirky. Avoid the temptation of giving gifts or gimmicks when courting a new employer. These don’t work. Sell yourself in a professional manner and skip the idea of becoming the interviewer’s best friend.

Get a critique

If you’re having trouble evaluating your own skills and accomplishments, try bouncing your resume and letter off of a “professional PR” friend. I emphasize professional PR because people who are not intimately involved in our business will notunderstand the nuances of the industry. Therefore, you may get an incorrect assessment of your background and not focus on those strengths that are going to make the all-important lasting impression.

Summary:

1) Identify your own unique professional accomplishments. Concentrate on those qualities and skills that set you apart from the crowd.

2) Sell them in your letter, on your resume and in your personal interviews.

3) Focus on creating a lasting memory of yourself and your marketable talents.

The process of finding a job in a competitive, crowded PR market such as this one, is less about volume and more about target and substance. By targeting those companies, headhunters and industries that fall under the specialization categories that you know best, you increase your chances of landing the right job.

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996. Visit the site here.

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Tags: pr, career, jobs, company, employment

A resume is the single-most important document a job seeker can have. It’s the key professional passport that’s required for entry into a new position and sometimes a new career.However, resumes by themselves are lifeless without the accompaniment of a well-crafted cover letter. An apt term, cover letter, because it’s designed to do more than physically cover the resume in mailed form; it’s to cover those aspects of a job seeker’s background that the resume will detail.

The cover letter is most effective when it introduces the job seeker to the reader. Like a sort of written handshake, the cover letter introduces the person, his credentials and desired direction for the future.

By presenting the person, the cover letter includes factual personal information such as name, address (usually home), business, cell and home telephone numbers and a personal email address (sometimes a business email address is listed).

I recommend a personal or home email address because they generally change less frequently than the business address. Also, by providing a home email address, the job seeker is giving the headhunter or potential employer a way to contact him privately and sometimes at a later date.

Conveys personality
A good cover letter will also reveal a snippet of information regarding the personality and possibly character of the writer. Depending on the writing style chosen by the candidate – formal, cookie-cutter, informal, friendly, chatty, conversational – the reader is able to gain some insight into the author of the letter. This preliminary process often helps narrow the list of those who may be pre-screened via phone or invited for in-person interviews.

The credentials portion of the letter is also a window into the mind of the writer. By emphasizing and highlighting select parts of his background, the job seeker is signaling the reader to look more closely at certain parts of his resume. It also should indicate in what direction the job seeker is heading. This helps the headhunter/employer to see how the job seeker perceives himself in relation to his peers.

The uninitiated might think that a person’s experience and credentials are nothing more than a bunch of facts and dates in chronological order. It’s the cover letter that summarizes and crystallizes what the writer feels about the most relevant parts of his background. Determining how a job seeker perceives himself, and the skills he brings to bear, is an integral part of the headhunter’s job. We have to make sure that the candidates’ perception of themselves will match ultimately with how they present themselves to our client.

Lastly, the direction in which a job seeker wants to go is critical to the entire job search process. The more clearly one expresses his aims, hopes, goals and direction, the smoother the process. A cover letter is the best place to state that direction.

One cannot speak about cover letters without emphasizing the need to use the spell and grammar check. Solid writing, good grammar and correct spelling and punctuation are the bedrocks of communication.

A most unusual approach
And from the folder labeled unusual cover letters and correspondence comes the following group that I’ve saved for just this type of occasion:

A cover letter typed neatly on the back of a postcard entitled: Where do I fit in the job market?

A one-page letter with an inset color photo of the candidate holding a basketball captioned: Pete Smith, World’s Worst Basketball Player. The headline reads: He could never hit the J, but there are no Js in PR. The letter continues with references to his PR experience and analogies to basketball.

What’s Halloween without a letter on bright orange paper titled: There’ll be no tricks, only treats, if you can help me find a job!

Memorable stunts include one candidate who telegrammed a client following an interview: I have a great idea for your campaign. Hire me and I’ll tell you what it is, AND another who sent a client a thank-you in the form of a wheel of Brie. Accompanying that was a note that began, I just wanted to thank the big cheese himself…

Jane Doe Up for Grabs screams another letter. It then goes on to describe how this freelancer promises to dress in professional attire (including pantyhose); how her cats went nuts with her credit cards and how she yearns for the normal life of a full-time job.

And finally, one helpful soul who visited Spring Associates’ website wrote: In order to be taken seriously as the leading PR Executive Search firm, proof read you (sic) home page. There is a misspelled word Associates in the first paragraph. Thanks. And thank you!

These letters may not have gotten the writers the intended result – a job, but they certainly gave me a chuckle and got my attention. Do they really work? You be the judge.

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996. Feel free to visit this site

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Tags: public relations, write, cover letter, resume, jobs

People often confuse public relations with advertising. PR is the effort that creates publicity for your product, service, or company; this publicity is perceived as not being paid for by the company or individual. PR is communicated by third parties such as newspapers, radio, television, or e-zines. Generally, PR is deemed to be credible and is believed since a third party delivers the message.

Advertising is publicity delivered in the form of advertisements in the print media, radio, TV, and the internet; these ads are paid for by company or individual and everyone knows that. Because of this direct sponsorship, advertising is not as believable as PR. In fact, studies show that PR is 8-10 times more believable than advertising.

Contrary to popular opinion, PR is not free. It takes hard work and it does not happen by chance. Entrepreneurs can do PR in-house or they contract a PR Agency to help them. Small firms will often do this work in-house. Typically, this means writing a press release and distributing it to a list of contacts and customers. However, PR is much more than just writing a press release.

In a grander since, PR is all about creating awareness for your business or product, communicating your understanding of your customers’ needs, and building a constituency with the customers. The hope is to convert your customers into advocates of your brand.

PR agencies can help you do that, but they cost money. The fundamental job of a PR firm is to do the following:

1. They help you craft your message. These are the words and images that describe what you want your customer to know about your company or product.

2. Next, they help you get the message out to the industry via press releases, interviews, and special events. New methods include blogs and article marketing.

3. Finally, they connect you to the right people: industry gurus, media contacts, people with influence, and decision markers.

If the PR firm can’t help with the above, then you don’t need them.

John Bradley Jackson © Copyright 2006 All rights reserved.

John Bradley Jackson brings street-savvy sales and marketing experience from Silicon Valley and Wall Street. His resume also includes entrepreneur, angel investor, corporate trainer, philanthropist, and consultant. His book is called “First, Best, or Different: What Every Entrepreneur Needs to Know About Niche Marketing”.

Check out his website or his blog.

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Tags: fundamental, jobs, pr, firms, publicity, public relations

Picture this scenario:

Your chauffeur picks you up for your massage appointment. Your designer suggests one or three custom outfits with matching accessories. Your flight attendant in the private jet pours you a glass of champagne. Your key people worldwide report that everything is peachy keen.

What a fabulous way to start the day…

If you want the fame, prestige and exposure that only the media can provide you’d have to go beyond becoming an average author, speaker or the millionaire next door. You must offer a powerful message of hope to a starving marketplace. A unique message that provides answers to a significant issue. And you must grab more than one media producer’s attention so you can quickly and effectively broadcast your message into the mainstream consciousness.

Maybe your message is saving the planet from global warming. Maybe it’s helping people make and maintain a fortune in investments. Perhaps it’s discovering a cure for a disease. How about being the whistleblower of a major conglomerate? Or maybe you’ve produced the easiest, most powerful, melt-fat-while-you-sleep diet program.

The truth is there are already others, or there will soon be others cashing in on the same marketplace. For example-think about the latest fad diet ads being pumped through the media. And then the many new plans, pills and surgical procedures that attack the same weight-loss market each year. People get numbed with all those messages assaulting them on bookshelves, in the mail and in print advertising.

But I know your message is different.

So where do you fit in? How will you stand out? Is there any significant difference between you and your peers?

After you’ve honed down your message, it’s time to pitch your story to a producer. Getting interviewed on radio or television or being invited as the guest will gain you tons of exposure-if you can pull it off. But how do you get a producer’s attention?

Three keys when pitching a producer:

1) A unique spin. A popular show like Howard Stern caters to a certain audience. If that’s your target market, you should create something to offer Stern’s producer that would interest that particular audience.

Let’s assume you own a cosmetic surgery business you want to spread the news about on Stern’s show. So what? How is your business different from the dozens of others that may be pitching the same producer?

Your wouldn’t want to say: Our Breasts are the Best in the West. That’s ridiculously shallow. And overused.

But you might want to claim: Our Breasts are Certified 100% Safe by the Adult Entertainment Association of America. That’s more specific and sounds almost like an industry endorsement.

2) Your expertise. Who are you? What got you started? Why should audiences listen to you? Have you written a book? Have you been a guest on TV or radio? Do you host your own show? Have you reached celebrity status?

Audiences want to know your story. They want to connect with you. They want to know the reason why you do what you do. They want to see your passion.

Did you study under a certain guru? Did you travel to the jungles of the Amazon to find The Cure? Maybe someone you loved passed away and you wanted to do everything possible to prevent this from happening to others.

3) Your solution. What problem(s) are you solving? How safe is it? How many people have had positive results? How are you helping families, neighborhoods, and country?

Where is your product produced? What are the ingredients? Is it environmentally friendly? Can you produce test results?

Has your company gone public? Can consumers order online, through the mail, or FAX? Do you offer customer support? Do you send out a newsletter? Is there an online forum or blogs? Do you have repeat customers? Are there retail outlets?

Here’s the kicker…

Producers are extremely busy people. They are listening to pitches all day long. You must condense your three keys into a short, powerful attention-grabbing hook that will benefit the show’s audience.

Linking your pitch to current news, controversial topics, or disastrous events may help. Tying your story to a humongous problem like consumer debt, the subprime mortgage mess, or the war on obesity may help. Sometimes shocking discoveries, claims or beliefs may give you an edge to get on the air.

If you can get a producer’s attention and get invited onto the show, you’ll see a dramatic increase in business like you’ve never seen. There will a buzz for your products or services. And other producers may invite you on their shows.

Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy’s Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com.

If you’re a speaker, trainer, coach, or a consultant-the major challenge you face is connecting with your audience. You talk, shout, or recite your message while they are dreaming about dinner.

Their eyes are glossy, their minds’ elsewhere, and their bodies ready to bolt. You don’t have a lot of time, so you’ve got to grab their attention fast. Or else, you’ll die wrestling against audience resistance.

But it doesn’t have to be this way…

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Tags: advertising, public, relations, firms, jobs

Public relations for bridge builders is very important and it makes sense that all the people in the local area understand the need for such infrastructure projects. Often, bridges while they are being built cause traffic jams and upset motorists. But if the bridges are never built then the problem will get worse until there is a worst traffic jam which cannot be solved.

Public relations for infrastructure projects include pre-notification of the project to the public and an overview of what this project means to the economic vitality of the area and the traffic flow. A proper public relations program when a bridge is necessary should not cause any hardship or negative publicity.

When a bridge building project does cause negative PR it is usually because things were handled incorrectly. It makes sense for Bridge builders to have models that they can display at the City Hall, the public library and other potential places where people will see them such as a regional mall. In doing this it helps the public visualize what will be done and what things will look like when they’re all completed.

Public relations and community goodwill for Bridge builders is important to decrease the negativity and get citizen buy-in so there are no problems down the road. Perhaps you will consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance at this site. Lance is an online writer in retirement.

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Tags: jobs, public relations, build, bridge, project

Window Washing Companies need to maintain a clear image in the community. It therefore makes sense to carefully consider their public relations strategies. But what kinds of innovative things can a Window Washing Company do that have not been done before? Well, how about joining a Neighborhood Mobile Business Watch and Community Policing Program? Why would they do that you ask? Well consider the window cleaning business model if you will;

WINDOW WASHING COMPANIES: These companies work in a very low cost, high volume business and know everybody in town, and certainly nearly every business owner or manager on their routes. At $1-2 per pane, they must do a lot of windows to make money. They leave their vehicles in parking lots all over town for 20 minutes to 2 hours and move on. Some do residential as well; parking in neighborhoods for the same time periods. They are a great source for flyer distribution to merchants, retailers, etc. If you decide to have a poster program, they can have those posters up all over town in days on the windows of businesses.

You see it makes perfect sense for such a small service company business to promote themselves as positives in the community. This is one way to do just that and increase the businesses goodwill. Consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; WorldThinkTank. Lance is an online writer in retirement.

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Tags: public relations, companies, jobs, firms, pr

Public Relations Programs and such for Party Supply Companies are not tough due to the number of events they are involved with and yet often sometimes something unique in nature also makes sense because this means a little innovation bonus in the minds of the community. Consider if you will that a Party Supply Company can receive community goodwill thru participation in a Neighborhood Business Mobile Watch Program. What you ask; Why? Well think about the Party Supply business model for a second;

PARTY SUPPLY COMPANIES: These people are always where the action is, town get -togethers, grand openings, and big family events. They are a great resource for your program and always willing to help. They come to volunteer group meetings with great attitudes; this is a major bonus. The upbeat attitude will help in the development of the program. They will be good resources too when it is time to throw a party for the group. They also have delivery vans with big pictures on the sides of happy things like giant balloons, to attract attention, thus many people look at the trucks and then see the magnet sign for the neighborhood mobile watch program. Party supply companies are very visible.

For all these reasons it makes sense to support the community thru participation in such a program and a Party Supply Company can and will bolster their goodwill and make excellent use of such a public relations strategy. Consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; WorldThinkTank. Lance is an online writer in retirement.

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Tags: public relations, companies, jobs, firms, pr

Public Relations for Flower Shops is easy and yet it is difficult to do your local community business relations without getting into a loop of giving away every thing in your store. It costs lots of money to get flowers to market and those costs are real. If you give away your inventory freely to all comers who need something for a non-profit group you may have trouble paying the rent and the energy costs for your refrigeration system.

What if a flower company used its flower delivery vehicles to help with a Neighborhood Watch Program? That is something they could do fairly easily while they were already making their deliveries. You see;

FLOWER COMPANIES: Usually have delivery vans, which deliver to offices and homes. These vans park in shopping center parking lots at night. This fact helps the center from break-ins; it makes the criminal think twice. The owners of Flower Shops are involved in all kinds of things. They are in contact with Human Resource Departments, and executive administration of large companies around the area. If your group needs money to buy more Neighborhood Mobile Watch Signs, they would surely have the contact name to get you in the door. No criminal would ever suspect a Flower Van to be a mobile watch vehicle.

Perhaps it pays to think a little outside the box when considering the public relations strategies for your flower shop. Why not do something good for the community and get the goodwill you deserve without giving away all the merchandise? Consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; WorldThinkTank. Lance is an online writer in retirement.

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Tags: public relations, companies, jobs, firms, pr

Day Care Centers have a rough time of convincing parents that their children will be safe and they also have a tough time with public relations, as parents are so quick to prejudge them and their services. Nevertheless a Day Care Center must over come this unfortunate public perception and consider that they need to be on the other side of the game.

How so you ask? Well what if a Day Care Center took the approach that they were helping make the entire community safer? Lets say by participating in a Neighborhood Watch Program? Why you ask; well consider if you will the following facts;

DAY CARE CENTERS: Day Care Centers have vans and shuttle buses that pick up kids and they are colorful and happy in their paint schemes. They also know all of the Moms who work at all the corporations in town. Family and safety are at the top of their agenda. They are very concerned with the concerns of their clients. Those concerns are of safety. Even if they feel uneasy about the sign on their vehicles they will participate and leave flyers in their lobbies. Also remember that many of these day car centers are franchises and therefore will receive kudos from their franchisors for helping the community.

Now then it makes a lot of sense for them to join in a Neighborhood Watch Program and also it makes sense for them to bolster their community spirit and goodwill. This means that they can help the community and gather sufficient bonus in public relations, so, consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance’s Web. Lance is an online writer in retirement.

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Tags: pr, agencies, jobs, firms, company

Here’s one public you had better not ignore! the audience whose actions most affect your organization. And that is where your attention should be directed.

I’m talking about “publics,” or key audiences, like customers, employees, community residents, union membership, local influentials and, possibly, even a nearby military base.  I’m certain you can add to this list because only you can identify those certain groups of people whose actions have the most impact on your business.

What should you do about them? Above all, stay alert to any unintended perceptions among them and, thus, brewing behaviors. Then take action when you discover trouble in the making.

First, that means setting aside some time, as difficult

as that may be. Fact is, this effort can save you some

real pain and money when their actions begin impacting

your business.

We’re talking here about inaccurate perceptions such as your product or service quality is declining; you employ illegal aliens; you treat your employees unfairly; your prices are too high or you use dangerous compounds in your production process.

Remember, it’s what people BELIEVE to be true – rather than the actual truth — that usually defines the public relations challenge.

So, true or not, any “belief” can create perceptions that lead to behaviors ranging from negative feelings or suspicions about your business to outright hostility and damaging actions.

In any case, NOT good for sales and profits!

Best way to handle this is to meet with individuals among each key audience on a regular basis so you “see it coming.” Also advisable: monitor your emails and your local media for danger signals.

LISTEN carefully to what is being said about your business

and its products and services. Then take a hard look at your

operation. Be sure to fix what needs fixing, or take actions

such as those outlined below to correct any inaccurate

perceptions.

Make a list of your most important “publics” whose actions

really can help or hinder your business. After each, enter

those reactions discovered during your one-on-one chats.

Tip: taking the time to be a regular speaker, newspaper/radio contributor, special events sponsor and an active member of the more popular business and fraternal clubs can build

positive awareness of your business and of you as a manager. This good will can be “money in the bank” when trouble brews. At any rate, decide upon a clear and pointed message designed

to correct inaccurate perceptions. Try it out on a few outsiders in order to gauge their reaction and the message’s effectiveness.

Now, how will you reach the people who make up the key audience in question, with your persuasive message?

To actually reach them, you have a big choice of communications tactics. Everything from meetings, speeches, presentations and open house facility tours to promotional events, newspaper and radio interviews, email messages and many, MANY more.

You might even try to partner with a local publicity specialist who can help you get these important and clarifying messages to the people who need to hear them.

To repeat, unattended and uncorrected misconceptions held by your important audiences can affect the survival of your business.

Don’t let that happen to you!

Now, you really should track your own progress as you go about correcting misconceptions. To do that, you must take the time to meet again with individual customers and prospects, area residents and others whose opinions could lead them to take actions not destined to help your business. What this article really says is that because people will act on their own perception of the facts before them about your business, the result could be behaviors you would rather avoid.

But because something can almost always be done about those behaviors, I try here to outline how you can, should and must address such problem areas before they negatively affect your

business.

Why fail to take such action and roll the dice on your business’

survival?

Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box.

About the Author:

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored 245 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

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Tag:pr, work, public relations, public, jobs

For companies looking to take their enterprise to the next step, the search for investors and/or satisfy venture capitalists requires an in depth understanding of the practice of investor relations.

Here are a few considerations to put in place so that potential and current investors are attracted to the natural value of your company:

1. Monitor online forums – Streamed all over the Internet to hundreds of potential investors, any savvy investor will be on the look out for the newest development or innovation that could catch on like what iTunes did for Apple. The forums you monitor should be archived, so the reach to the investment community is extended long beyond the date of any event or product launch you hold.
2. Targeted your message(s) to a specific industry sector and present in-depth content from keynote speakers and corporate executives. In an environment saturated with information from the media you can grow your shareholder base by communicating your message directly to a live audience of investors by making a CEO’s speech available on the company website.
3. Build relationships with reputable stockbrokers, venture capital and investment banking firms. In most major cities, angel investor associations are also an excellent group to reach out towards.
4. Make sure your corporate fact sheets are professionally written and designed. The Corporate Profile should become an integral part of your overall Investor Information Package.

Solid Investor Relations is no different that intelligently applied Public Relations. It’s
all about the story. Tell the great story of your company, do it professionally, and
target your message to the right audience.

Mark Buzan is the owner of Action-Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR tips newsletter by visiting and dropping down the “newsletter” menu. You can also subscribe to his blog Check Here.

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Tags: effective, formula, pr, jobs, firms

Instead of viewing public relations’ big guns as broadcast plugs, press releases, brochures and fun-filled events, as many managers do, how about a sound public relations strategy combined with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client/manager satisfied?

That’s what can happen when business, non-profit, public entity and association managers plan for and create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. Especially when they persuade those key outside folks to their way of thinking, and then move them to take actions that allow their department, group, division or subsidiary to succeed.

Those managers have made a winning bet by using public relations to do something positive about the behaviors of the very outside audiences that MOST affect their operations. First step in that direction must be creating a high impact public relations blueprint designed to get every member of your PR team working towards the same external stakeholder behaviors.

As you might suspect, we have such a blueprint for your review: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

This approach usually causes the fur to fly. For example, new proposals for strategic alliances and joint ventures; a rebound in showroom visits; customers making repeat purchases; capital givers or specifying sources looking your way; prospects starting to work with you; fresh community service and sponsorship opportunities; improved relations with government agencies and legislative bodies; membership applications on the rise; new thoughtleader and special event contacts; and even stronger relationships with the educational, labor, financial and healthcare communities.

Whom, do you suggest, will do the work? Whoever, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.

Important questions remain, like who is going to do the work? The usual public relations staff? Specialists from a PR agency? People on-loan from above? At the same time you’re sorting out that challenge, you’ll be checking to insure that your team members accept the reasons as to why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit. Periodically, go over the public relations blueprint with your team members, especially your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Goes without saying that you can always employ professional survey counsel for the perception monitoring phases of your program, although it can be expensive. But luckily, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Time now to establish once and for all your public relations goal. Here you must do something about the most serious distortions you discovered during your key audience perception monitoring. Your new public relations goal might call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor.

The next step is just as important because it tells you how to reach that brand new PR goal. To keep things simple, note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like chili butter on your pralines, so be certain the new strategy fits well with your new public relations goal. Naturally, you don’t want to select “change” when the facts dictate a “reinforce” strategy.

Here we are at the time when you must produce a powerful corrective message aimed at members of your target audience. However, persuading an audience to your way of thinking is not easy! And that’s why your PR folks must come up with words that are not only compelling, persuasive and believable, but clear and factual. This is how you will be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

I once opened a press kit that mooed.

MOOED.

We kept the package around the newsroom for weeks, but never published the press release and professional photos wrapped inside.

Hey, it was cute. Probably expensive. Just one problem. I ran a local newspaper focused on local connections, and this had none.

In 20 years, I probably tossed upwards of 15,000 press releases. Even though the name of our community featured prominently in the masthead, scores of expensive media kits promoting people and businesses from everywhere you can imagine crossed my desk.

I decided if I ever ended up in the PR business, I’d try to keep people from wasting so much time.

I started with Susan*, who came to me for help with marketing an educational toy. She’d been selling to day care centers, but one or two sets at a time barely covered the cost of gas.

She had a wonderful story, one that needed a larger audience – and got it.

Even with a very limited budget, Susan’s product was profiled in community newspapers, a parenting magazine and a regional daily. I’m not taking much credit; she did all the legwork.

I told her who to talk to, what to say, and how often to say it.

It’s just plain silly to throw your PR blindly at an editor, hoping it sticks. Sure, you can e-mail every media outlet in the free world. It won’t cost you a dime, and you’ll probably get exactly what you paid for.

Why waste your time, when you can invest it on the front end? Just find your connections – and then give them what they want.

Start with a list of every place you’ve ever called home. Community newspapers, accessible through any search engine, would welcome news of your business and accomplishments. Be sure to mention your “local connection” in a cover letter.

Did you go to college? Send your alumni magazine a “news note,” then take one extra step. They often “localize” national stories with alumni interviews. Why shouldn’t one of them be you? Contact the editor, establish yourself as a willing expert.

Your insurance provider, wholesale club, auto club and other groups probably publish member-focused magazines. Offer to help them out, as a source in your field. Or let them know how their business has helped yours.

All those editors still receive drifts of press releases. Still, you can shine through. I know you can, because I’ve seen people do it. Here’s how:

1. Create a press kit that includes a clear, well-written press release in long and short formats, and high quality photographs.

2. Don’t forget the simple stuff, like affixing sufficient postage or including your contact information.

3. Contact the editor by phone three or four days after sending your information, to make sure it arrived and answer any questions.

4. Respect an editor’s time when you make your follow-up call, asking whether he or she has five minutes to talk.

5. Create a lasting impression with a snappy 30 to 45-second “pitch” about yourself, your product or service.

6. Keep a tone that blends enthusiasm, professionalism and courtesy.

Finally, remember this: All you can do is improve very long odds Editors are people first. They have personal problems and biases, just like everybody else.

Stay positive, patient, polite and persistent – sooner or later, you’ll beat those odds.

And you won’t need a “lowing” press kit to do it.

Joni Hubred-Golden uses two decades of experience in journalism to advise marketing clients. She’s packed her latest e-book, Worth Every Penny (2006 Forum Communications) with templates, scripts, checklists and scores of hot tips to help small business owners market themselves on a shoestring. It’s available Here

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Referring to tactics like press releases, special events, brochures and broadcast plugs as “the heart of the practice of public relations” is like describing eviction notices as “the heart of the practice of law,” or employment applications as “the heart of the practice of human resources.”

Each restrictively misleading. Each out-of-touch with reality. Each damaging to the discipline.

In the case of public relations, tactics are what they are, valuable devices which public relations calls upon from time-to-time to move a message from one point to another. But that’s all they are.

If you are a business, non-profit, government agency or association manager, be aware that your PR effort must demand more than special events, press releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.

For a manager, a good first step in that direction would be to scan the underlying premise of public relations: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired- action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

In my view, managers wishing to strengthen the role of public relations in their units should see PR as an investment which (1), marshalls the resources and action planning needed to alter individual perception leading to changed behaviors among their most important outside audiences. And (2), goes on to help managers persuade those key folks to their way of thinking, then (3) moves them to take actions that allow the manager’s department, group, division or subsidiary to succeed.

The good news for those managers is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

You may be such a manager. If you are, try to remember that your PR effort must demand more than communications tactics if you are to receive the quality public relations results you deserve.

The results will make it all worthwhile. Especially when new proposals for strategic alliances and joint ventures start showing up; membership applications start to rise; prospects actually start to do business with you; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; customers begin to make repeat purchases; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; and community leaders begin to seek you out.

Your new opinion monitoring project will welcome the input of your public relations professionals because they are already in the perception and behavior business. But be certain that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Review with them how you plan to gather and monitor perceptions by questioning members of your most important outside audiences. Suggest that questions like these be asked: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

The use of survey pros to run your opinion gathering work could be a costly move compared to using those PR folks of yours who already have relevant experience. But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Goal-setting, always an important step, should address the most serious problem areas uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?

It’s obvious that establishing your PR goal requires a specific strategy that shows you how to reach that goal. Remember that just three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like chitterlings in your oatmeal., so be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

This is the time to produce quality writing because you must now prepare a persuasive message that will help move your key audience to your way of thinking. It must be a carefully-written message targeted directly at your key external audience. Select your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

To reach those you want to reach with your message, you’re going to have to select the communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

HOW you communicate the message is a concern because the credibility of any message is fragile and always up for grabs,. Which is why, initially, you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher- profile news releases.

Beginning a second perception monitoring session with members of your external audience is the ticket when you want to provide a progress report for interested parties. You’ll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.

You can always speed things up with 2 simple techniques: add more communications tactics and/or increase their frequencies.

If you are a business, non-profit, government agency or association manager, here’s another reminder: be aware that your public relations effort must demand more than special events, press releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: you must use the Robert A. Kelly byline, and resource box.

Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published 240 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

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Tags: pr, jobs, list, firm, agencies

With the popularity of the Internet, it appears that many of the “old-school” marketing rules are evolving, and mostly for the better. One example of this is the way news releases (more commonly known as press releases) are sent, distributed, and read by consumers.

The most positive change for small businesses is that there are so many ways to distribute press releases on the web, it has leveled the playing field between small businesses and their larger competitors. In the past, press releases were expensive to distribute, and companies had to pay a wire service to send the release to various news outlets. Then, it was up to the media journalists to decide whether they would publish your company’s news or not. If the media didn’t write about your press release, then nobody saw it.

Today, press releases can be distributed via the web in any number of ways, including many low-cost or free methods available to anyone. Once it’s out there on the web, your press release can be viewed directly by anyone with an internet connection and access to search engines, RSS feeds, news sites, etc.

Also, you don’t need to wait for some big company milestone to write a press release; you can write about any type of interesting company news – such as a new customer win or a new product feature. Since press releases can be viewed by anyone, though, you need to make sure you are speaking the language of your target audience. Think about who your readers are, what motivates them, what problems your company can help solve, and how you can convince them to become your customer. All of these things will help you write effective press releases that potential customers will be interested in reading.

It’s important to note that traditional news wire services and other PR services are always a valuable part of any marketing program, especially if these types of services are in your budget. But for smaller businesses that cannot afford it, the web is a great way to get press releases out to the world without spending a lot of money.

Lauren Hobson is the Editor of Biz Talk Newsletter, a free monthly publication designed to provide small businesses and non-profits with tips and techniques to help them make the most of their web sites and marketing efforts without spending a lot of money. Biz Talk is published by Five Sparrows, LLC. Visit us Here or subscribe to Biz Talk.

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If your reading this, you must be online and most likely have a website. You must also be interested in making money from this website, but there is only one way you can do that- traffic and lots of it.

You may have done those calculations in your head, which you use to try and justify getting really cheap, ineffective traffic by the bucketful. You might have signed up for those “guaranteed traffic” scams by thinking that “if only ¼% bought, I’d be a millionaire!”

It doesn’t work because most traffic is entirely unfocused and the focused traffic is extremely expensive.

Publicity driven traffic doesn’t work that way.

When you use publicity to promote your site, you will get 55 gallon barrels full of traffic delivered directly to your site for almost no cost, other than your time. There are a few ingredients to getting this traffic though, and that includes time, persistence and creativity.

1. Time- you have to focus on who your spending time courting because each venue has a certain intrinsic value to you. You don’t want to spend 2 hours courting a guy with an e-zine base of 100 but you might think about it if he had a major website with millions of visitors a month.

2. Persistence- publicity rarely comes quickly. In my experience, it can sometimes take months of sending a new press release every few weeks and plenty of personal emails before a major outlet would cover something that I wanted them to. However, when they did, it was worth it!

3. Creativity- publicity is based entirely upon being able to be more creative than your competitor. This is why publicity stunts work; everybody, the media included, loves creativity. It makes them think, it makes them laugh, and it gets them to pay attention. It makes you stand out as an intelligent person. This could include a good news hook or something interesting in your press kit.

Publicity can be used on and offline to bring you publicity, and I would recommend using both venues. Trade journals are surprisingly easy to get into if you have a good article and writing skills. If you don’t, you can always hire a ghostwriter to do them for you at a reasonable rate.

Good luck!

Bryan Thompson is a young entrepreneur and founder of Press Release Writing Online. In his experience as a freelance publicist, writer and entrepreneur, he has worked with dozens of small, medium and large companies. He is also writing a book on the basics of publicity for small businesses and is also managing several other online businesses at the same time.

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Tags: jobs, Media, public, relations, services

It has been noticed that businesses, whether small or big, puts in huge amounts trying to find ways to get best publicity for their organization and its achievements. Publicity is nowadays widely considered in company’s budgets to enhance profits.

Reaching to your customers has become more essential, and intricate. There are many methods available on net to publicize and market your business, but one of the cheapest methods is to use online press release websites, as many of these offers free of cost or low-cost PR options.

With online press release one can simply reach the targeted online community. PR web-sites offers article submission database of free content and reprint articles. Publishers, who are in quest of free reprint articles and the business community, who wants to shoot their business, make the best use of this significant resource to enhance their marketing weapon.

Here are ten effectual tips to write well drafted press release.

1. Starting should be solid: Your title and initial lines should cover, what you want to convey. The remaining part of your press release should depict the detailed information.

2. Draft it for journalists & media agencies: The journalists receive thousand of press releases on daily basis. The media agencies and journalists would grab your press release and only if, with slight editing or no alteration.

3. Consider addressee’s Interest: The audience’s interest consideration is most important to be keeping in mind that if you were a part of audience, would you be interested like to read the press release, you have written.

4. Make it appear practical: Point out real facts of your company or organization, as people are also intellectual enough to make out what is true and what is not? Present information on product and services in what they are interested.

5. Tie the story with real facts: Don’t put bluff and add-ons. If you find the content using much added extras, make it natural and real. If content seems too good to be true, turn down the tone little, as it may possibly hurt your own credibility.

6. Use only necessary words: Don’t use extra adjectives, extravagant language, or unnecessary expressions like “The most powerful”. Describe your story with lesser words, as verbosity distracts from your content.

7. Avoid using jargon: Limited use of jargon could be allowed, if you aim to optimize news release for search engines. The finest technique to communicate your press release is to speak neatly, using regular language.

8. Avoid exclamation: The use of exclamation point (!) may hurt your press release. But, if you have to use an exclamation point, use only one.

9. Company permit: Companies are very defensive about their name and credibility. Get written permission before putting in an information or quotes from officials or associates of other companies/organizations.

10. Company Information: The press release should conclude with a short description of your company, which illustrates your company, products, service and a brief history of company. But if you are making a combined press release of two or more then two then you should, provide information of all the companies.

Writing quality press releases is a process that requires immense skill and experience, as every single word of a press release may be examined. This is why many companies hire public relation firms for official press releases and other media contacts.

Inaccurate or poorly drafted information in an official press release can be a point to slicing a company or organization’s credit.

Allen Brown is a freelance writer for this site

The premier website to Submit Free Press Release for any announcements including launching of new product or services, new website, announcing new hires, sponsoring a special event or seminar and more. He also freelances for this site

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Tags: online, pr, agencies, jobs, firms

Back in July this year, blogger and Yahoo! employee Russell Beattie published a well-publicised rant about the tactics PR firms are using to insert their promotional press in this untapped domain of publishing. In it, he fumed at the PRrazzi: “What are these people thinking? Do they really think the same lies and manipulation that they use on the corporate media establishment is going to work on me? Blogging isn’t my “job” – I do this for fun. I’m not looking to fill column inches or dead airtime with your crap, I’m looking to provide real information and opinion to my readers who in turn return the favour and educate me.”

We all have a device right close at hand that allows us to contact the media. It’s called a telephone. Alexander Graham Bell went to so much trouble to invent it and we don’t use it nearly enough.

Awhile ago I approached a reporter about a story using one of my restaurant clients. He liked the idea and told me to have my client call him directly. I briefed my client on the pitch and told him to call the reporter. A few days later I asked my client how it went and this is how the conversation ran:

How was the interview?

What interview?

The interview with the Newspaper.

Oh, he didn’t want to talk to me.

But he told me to have you call him.

Well, I called him once and he never called back.

So my client called him once and never called again. He actually assumed the reporter would drop everything and immediately return the call. When he didn’t, my client dropped it. Fortunately, I was able to patch things up and set up the interview. So often people just don’t call or call just once. Either they really believe the media will call back or they are so arrogant they expect the media to contact them. Of course, if you are one of the industry’s superstars, the media will contact you. But even then, you have to be available.

I always tell my clients, the person who stands to gain the most has to make the first move; in this case, the phone call.

So many people are fearful of contacting the media. Really, what is the worst that can possibly happen? Do you expect reporters to gather on your doorstep waving torches and muttering curses? Of course, not. The worst that can happen is they will say “no.” Isn’t that terrible, they will say no. Mr. Restaurateur, you own a restaurant, you know how to deal with people or, at least, you should. Are you so delicate that you can’t bear to be told no?

I would be the last person to tell you to make a nuisance of yourself, calling every hour on the hour. But I frequently call once, leave a message and then when they don’t call back, I call again. But when I make repeat calls, I leave no message and hang up if they don’t answer. That way, they don’t get so many messages they feel I’m stalking them. And if they don’t answer, why leave another message? I wait until I’m lucky enough to speak to them and then go into my pitch.

The important thing to remember here is you must make the call in the first place. There are very many people wanting publicity and only a comparatively small number of people who can give us that publicity. Another thing to remember is to be availabe at the reporter’s convenience, not yours. Remember: many of us and few of them. They don’t have to interview you, they can easily interview your competitor down the street who makes things easy for them.

A number of years ago I had a client who had been the recipient of a good deal of publicity and it went to her head. I called her one afternoon at home with the happy news that one of the top New York papers wanted to interview her that day. She didn’t want to do it because she was waxing her legs! Couldn’t the reporter do it another day? I explained that no, he couldn’t and she finally agreed to come into Manhattan for the interview (two pages).

So, remember, please: you make the call and you make yourself available at his convenience, not yours.

Miriam Silverberg is president of Miriam Silverberg Associates, a boutique publicity firm in New York City. She has represented and worked with restaurants, doctors, fashion and beauty clients,politicians and New York City Ballet.

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Tags: pr, communications, plan, jobs, agency

The press release is a wonder drug when it comes to website promotion. Yet it’s one of the least used tools for new marketers.

Press releases can be submitted just once to one place but suddenly appear in many publications in different locations using different media channels to millions of readers.
All it takes is for one or two journalists to run with your press release and before you know it, you’ll see it in many publications. That sort of exposure is just what your site needs.

A well written press release can do wonders for your traffic and business. As soon as your press release is published it generates attention to your website or business. A press release can cost you nothing except time to write it properly. Submission takes minutes.

One day your website can be online attracting a steady flow of traffic. Suddenly your prize winning press release gets published. It gets picked up as great news and bang, your site receives an incredible boost of traffic. If discovered and picked up by the right media outlet, you can receive free publicity that can bring your site a tidal wave of traffic. Riding on this wave, there could be a lot of potential surfers that are potential customers willing to spend. I hope you have that sales letter polished and ready to show.

An interesting press release that has a great story can attract many interviews and follow-ups. This means more free exposure for your business and website. That sales letter will really be tested now. Your site rankings should also benefit through linkage.

Press Release writing techniques

Unless you’re a seasoned writer, then writing your press release might be your hardest task. If your budget allows, you can always pay some expert to write it for you. Depending on your sites content, product or services, will determine how hard it will be to find something newsworthy to write about. The better the news value, the more chance your press release has of being published.

Unless you’re business is of great importance or you have a one of a kind website that everyone wants to know about, then a new website launch is not ground breaking news to the rest of the world. The mere fact that a website is open for business happens every minute as you read.
You need to tell the right story. A story with a great ‘angle’. Your targeted publication must find it interesting and newsworthy.

Your press release must not become your sales literature. It is used to tell the whole world about your ground breaking news. To tell readers about an event that has or will happen. Having great news to tell is one part, writing it properly and in a certain way or format, is the other.

Press release tips:

* Your press release should not sound like a sales pitch or ad. It must sound like news;
* I should only be submitted to the media that is similar to the topic of your press release;
* Try to wrap your press release around the current news events if possible;
* Try to keep your press release to a maximum of one page in length;
* Use short paragraphs and double space between them;
* The headline, contact info and release date should be found at the top of the press release;
* The headline and first paragraph should catch the reader’s attention. It should entice them to read more;
* Check and triple check your press release for errors before submitting;
* The press release should be presented from a third-person view, not a personal voice;
* Provide references to any statistics and facts, not general opinion.

Newsworthy press release ideas:

* Revolutionary new product launch on your website;
* Online seminar or course you’re hosting;
* A strange or funny story how your business started;
* Announce your major sponsorship or contest giveaway;
* Online survey results and statistics presented in the form of a press release;
* Announce the recruitment of your new CIO;
* A major joint venture with another company;
* A new book being released on your website;
* A fundraising event on your website.

Learn by reading other businesses press releases, especially from press releases that obtain huge exposure. See how they do it and what they do best.

Your headline and opening paragraph should contain some of your best work. It needs to grab the reader’s attention quickly. Usually this will determine the success of your press release as to whether it is discovered or not.

When writing your press release, make sure you begin with the date and city in the body then continue by reporting on the facts. It is always good to supply the answers to the common questions like the Who, Where, Why, What, When and How. If you don’t have the answers, you should make the effort to find them. These should be answered in the first paragraph.

It is good practice to include quotes in your press release. It increases the chance of your press release being used and picked up by a journalist. It adds credibility and human interest to a media release. The second paragraph is the best place for these.

Make things easy incase you need to be contacted for further information or clarification. Do not forget to include your contact information or your work of art might never see the media lights.

Your press release should end with a call to action. What is it exactly that you want your readers to do after reading your masterpiece?

Irene Vasilas Author of The Wealthy Butler – The Ultimate Recipe to Make Money Online. Visit this site for more information.

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