It seems that some things never change. As adults, we hear through the media, about the lack of ethics and the consequences of ethical lapses. They capture attention in almost every venue – from broadcast to internet to print. Whether we hear about Enron, HP, or Martha Stewart – one thing we know is that the choices we make can have a profound impact on the consequences we live.

Not only are adults aware of the ethical issues in our country, but youth are also bombarded with choices and ethical issues. Recently a “Teen Ethics Poll” was released by JA Worldwide™ (Junior Achievement) and Deloitte & Touche USA LLP (Deloitte). The results, featured on the Junior Achievement web site and reported in an article in USA Today web site dated December 6, 2006, support the concept that unethical decisions start at an early age. “The notion that large numbers of students feel somewhat unprepared to make ethical decisions, coupled with the fact that they feel pressure to succeed at all costs, is a troubling combination,” said David Miller Ph.D., Executive Director of the Yale Center for Faith and Culture and Assistant Professor (Adjunct) of Business Ethics.

Published survey results showed that 69% of teens admitted to lying, 34% to illegally downloading music, and 22% to cheating on tests. The most interesting statistic in the survey and perhaps the most telling is that 81% of the students who feel significant pressure to succeed believe that the pressure will either remain the same or increase as they enter the workforce. With statistics like this, it’s no wonder that ethical issues and ethics conferences abound.

In presentations I made over ten years ago to students in the same age group as the Junior Achievement study, the students reported extreme pressure to achieve and a willingness to compromise their integrity and ethical choices. Many said, in their own unique way, that they would take their chances on negative consequences from unethical choices. Their reality was – immediate gratification – outweighed the potential consequences of their choices.

Two of the students reported to me in the 1996 presentation series that look, stature, and the illusion of success was critical in the eyes of their peers. In fact, one stated that, “You do what ever it takes to get ahead. If I can get ahead now, then I’ll have a greater chance in the business world later.” When asked if that meant compromising his integrity, his response was “Success trumps all – What ever it takes.” How well we adults have taught our children!

The challenge for our young people today is once you take that first bite, once you engage in unethical behavior, it’s hard to undo the consequences. It takes courage to admit to your unethical behavior. There are few models for moving beyond negative consequences. If we expect our future leaders of tomorrow to function in a more ethical manner than the current business leaders of today, then we must take the initiative to train decision making in an environment of integrity and ethics.

Ethical behavior, like most behavior, is learned. If you refer back to the survey and the comments from the youth in my seminar, it is very clear that they are learning these perceptions of ethics everywhere. Young people are bombarded through the different media outlets. Television shows and movies constantly revere the one who gets ahead regardless of who he/she offends in the process.

Everywhere they turn, they are observing people, real or fictional, moving to the top by choices they make. Unfortunately, they do not observe that there are negative consequences to those choices. What happens in the home? Some cheat on their taxes. Others behave in ways that demonstrate success is measured by looks, money. Many parents live on credit to impress the external world and then are unable to pay the debt. Yes, the youth are surrounded by many different messages regarding ethical choices.

Over the years, through many speaking engagements, I have found that young people thirst for reasons to do the right thing. Yet, society places a premium on success at all costs, which fosters an environment for inevitable ethical dilemmas. It’s time we take responsibility as adults to reverse the trends supported by this current study.

The Choices Foundation provides a forum through which ethical behavior is taught to high school and college students during their formative years. Perhaps, if a young person is exposed to real life effects of unethical behavior, he or she will have a frame of reference as to the real negative consequences that can follow.

For information on the Choices Foundation (a non-profit organization) and the presentations on ethics given by Chuck Gallagher, visit this site

On a crisp October day in 1995, Chuck Gallagher took 23 physical steps… opened a door… and began a new experience that was life-changing. This series of articles explores that experience and the success that followed… while involving the reader in ways that could be life-altering for them. Gallagher captures the heart of the audience in an honest way that deals with human emotion. For information on Chuck’s keynotes and workshops go to this site

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Tags: ethics, behaviour, business, success, media

“Some of the most talented people in our society are in trouble with the law. Some are serving time in federal and state prisons. Some are waiting to be sentenced for crimes of which they have been convicted in courts of law.

From my experience, those who succeed temporally in life started from a spiritual base. They were raised in good homes and benefited from neighborhood, church, and school leaders. Many were Little Leaguers and good Boy Scouts. Now they are in trouble and their families are humiliated.

What went wrong?

Sarbanes-Oxley Act

I extracted and shortened the following from a website

In the wake of the Enron/Arthur Anderson scandal, the Sarbanes-Oxley Act of 2002, mandated the separation of auditing and consulting businesses in an attempt to restore public confidence in the investment market.

“The Act created a number of new Federal crimes (i.e., document destruction and tampering, securities fraud, certification of false financial statements, and attempt and conspiracy), many of which apply to both public and private companies, their directors, officers, and employees.

“The Sarbanes-Oxley Act also significantly enhances penalties applicable to a host of existing white collar crimes.

“A number of Federal agencies including the FBI, the Internal Revenue Service, the Secret Service, U.S. Customs, the Environmental Protection Agency, and the Securities and Exchange Commission, participate in the enforcement of Federal white collar crime legislation.

“In addition, most states employ their own agencies to enforce white collar crime laws at the State level.”

All Corporate Crimes are Not Prosecuted

At website is posted the report: Crime Without Conviction: The Rise of Deferred and Non Prosecution Agreements and I quote:

“This report finds that prosecutors have entered into twice as many non-prosecution and deferred prosecution agreements with major American corporations in the last four years (23 agreements between 2002 to 2005) than they have in the previous ten years (11 agreements between 1992 to 2001)…And it raises the question – are these companies too big to indict, to big to convict?”

See also this website

Top Corporate Criminals

At website are listed the top 100 corporate criminals of the 1990s. I quote:

“The 100 corporate criminals fell into 14 categories of crime: Environmental (38), antitrust (20), fraud (13), campaign finance (7), food and drug (6), financial crimes (4), false statements (3), illegal exports (3), illegal boycott (1), worker death (1), bribery (1), obstruction of justice (1) public corruption (1), and tax evasion (1).”

Without going into details, the above report states that corporate crime damages far exceed that of street crimes both in cost to the public and in deaths.

The list comes in two versions. The Brief List simply states the corporation and the crime. The Annotated List gives more details. You will find some of our finest corporations on these lists.

Dumping: The Corporate Crime of the Century

We read this at http://www.motherjones.com/news/feature/1979/11/dowie.html

“News: It’s called dumping:

“When the U.S. government forces a dangerous drug, pesticide or other product off the domestic market, the manufacturer then sells that same product–frequently with the direct support of the State Department–throughout the rest of the world.”

In an associated article at a website Where Are They Now? we read:

“”News: What ever happened to those dumped products–and their dumpers? Eighteen years later, the MoJo Wire investigates.”"

The bottom line is that the restrictions placed by our government to protect our people do not apply to other peoples of the world.

It’s okay if a person dies from faulty drugs or medical machinery in Podunktoo.

Thou Shalt Not Bear False Witness: Exodus 20:16

As Martha Steward will testify, bearing false witness to our government is a major crime. She spent five months in the slammer because of that law.

Bearing false witness to the public is a crime that our government is exempt from. That is a law we need to fix. Public officials should be held accountable for what they say.

I think that Martha should have been fined $1000.00 and required to spend two weeks in public service sweeping the streets of Manhattan and passing out cookies to vagrants in front of the New York Stock Exchange.

Her silly lies were just a miner crime in my opinion.

News Flash: Corporate Crimes are People Crimes

Corporate crimes are performed by people, the employees of the corporation. Often they are not intentional.

Joe Blow opens Valve Number 609 and closes Valve 906 instead of the opposite.

Ten zillion tons of gung then flows into Little Bear Creek killing the fish, the frogs, and twelve butterflies.

The Corporation is fined and the corporation must clean up the mess to boot.

Other crimes, especially those involving money, are intentional. Corporate Fat Cats full of greed want to pad their retirement funds.

These same Fat Cats were once good citizens who grew up in good homes, went to good Universities (where some say they learned how to cheat), and were Pillars of the Community. Now they are jailbirds or disgraced.

Help for Those Corporate Biggies Not Now in Trouble but May Soon Be

There is a rule once used by some in our country. It is Honesty is the Best Policy.

Have that framed and put on your wall.

Another one is Integrity is Doing the Right Thing when No One is Looking.

Frame that too.

For light reading go to this site and read the Scout Oath and Law.

If you were not a Boy Scout, go there and read it anyway. It can’t hurt.

copyright©John T. Jones, Ph.D.

John T. Jones, Ph.D., a retired college professor and business executive, Former editor of an international engineering magazine. To learn more about Wealthy Affiliate University go to his info site. If you desire a flagpole to Fly Old Glory, go to the business site.

Click here for more info

Or visit his business website

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Tags: ethics, laws, public, medical, media

Lights…camera…ACTION.

That’s what often happens when people think of using media for advertising or other promotional purposes. It’s the focus on ‘action’ that often means the results are somewhat less than expected. A bit of planning can greatly improve your chances of success.

Before you contact any media outlet there are a few things you should think about:

1) Choose the right media.

2) Make sure you have an interesting story (or advertisement).

3) Treat media contacts with respect.

Here’s some advice to help you use media wisely and improve your results.

1) Choose the right media.

>> Press (newspapers – daily, weekly, paid or free) -

* Great for targeting ‘now’ buyers who are looking for current specials and promotions.

* Generally reaches an older demographic.

>> Television (metropolitan or regional) -

* Huge reach potential ensures many people have the opportunity to see your advertisement. Although often there is much wastage as many viewers are not in the target audience.

* Combination of visual & audio is ideal for ’show and tell’ demonstrations.

* Issues will be more likely to be covered if they can be explained or highlighted with the use of ‘visuals’ – live footage, photos, pictures, interviews etc.

>> Radio -

* Due to the diversity of radio station music/talk formats you can more easily identify demographics of audience.

* Higher frequency can be achieved due to relatively low cost of medium.

* May add credibility to small firms as audio presentation can be professionally produced at a low cost.

>> Direct Mail -

* Can create high impact material with detailed information.

* Ability to target individual users and personalize message.

* Responses can be easily tracked and measured.

>> Email -

* Very short lead/production time. May use text, HTML, rich media format.

* Can easily be personalised using in-house information.

* Ideal to attract customers back to a web site for additional details and ordering.

* Quick response and feedback possible.

>> Catalogues/Flyers -

* There are many types of catalogues. Choose a style and frequency to suit your product, audience and budget – e.g. paper stock, use of colour, photographic style, layout, topic etc.

* Can promote a range of complementary products in a themed environment.

2) Make sure you have an interesting story (or advertisement). If you are creating an advertisement consider these points:

- – Do you have a headline that is benefit oriented?

- – Do you quickly spell out the benefits in the first few lines of copy?

- – Are all contact details legible and correct?

- – Use a picture to add interest.

- – Can you use colour?

- – Your company logo should appear at the bottom of the ad, not the top.

- – Where is your ad going to appear in the publication:

* Which issue?

* Which page? Left or right hand side?

* Is there an associated feature/editorial opportunity?

* Where are your competitors positioned?

If you are submitting a media release or contacting a journalist/reporter for coverage:

- – Make sure you have covered the 5 W’s:

* Who, What, Where, When, Why.

- – Have your contact details at the bottom of the release.

- – Make sure you have a credible ‘news’ angle. Use numbers, trends, emotional situations, quotes from people involved etc to add interest for a reporter.

- – Write concisely without using industry jargon. The release should be 400-500 words maximum.

- – Try and send your release to a specific individual, reporter or journalist.

3) Treat media contacts with respect.

Most people in the media work to revolving deadlines. Make life a bit easier for your media contact by working within these deadlines, and in return you will usually receive a fair hearing.

Reporters try to maintain an objective approach to stories. You may think your new product release or upcoming event is hugely important. But don’t imagine the media will always see it your way. Give them a reason to get excited but stick to the facts.

If you are seen to be too pushy your story will often be ignored. Don’t harass the reporter with numerous phone calls, emails, faxes etc. It is OK to call the reporter first and check their beat and ask how and when they prefer information to be supplied. For example, many newsrooms will not accept emails with attachments due to virus concerns. Then send your (properly prepared) information, and wait for them to contact you.

In summary, to get the best results:

* Choose the right media

* Write your material to be effective

* Contact the right person, and

* Submit your information in an appropriate way.

Oh…and don’t forget,

Lights…camera…ACTION – using the media should be fun.

(c) 2005 Marketing Nous Pty Ltd

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart’s popular monthly newsletter, visit his web site.

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Tags: media, public relations, tools, business advantages, PR

Whether you have an in-house PR department, hire a public relations freelancer part time to work your campaign, or are trying to launch and implement your campaign on your own, do yourself and your company a favor and do an outside PR assessment on your campaign, objectives, strategy, game plan and implementation. Public Relations is a very refined and subtle process. You can have the right stories, but be implementing them the wrong way, or presenting them to the wrong media contacts. You could have all the elements for a successful campaign in place, but not be utilizing them correctly. There are several aspects to consider and review, including:

1. Are your press releases written in a way that will garner media attention?

2. Are you making follow-up phone calls to the media and if so are those calls being handled correctly?

3. Are you only pitching the obvious media stories? (99% of the time will be the same stories your competitors are pitching)

4. Are you thinking like a journalist and coming up with new feature stories, news business stories, trend stories and timely pitches?

5. Are you presenting yourself as an expert in your field, who can address a number of topics?

6. Are you presenting your company in a way that establishes a strong brand?

7. Are you utilizing your press coverage in your advertising and marketing programs?

8. Are you utilizing your media coverage on your blog (do you have a blog?)

9. Are you combining your traditional media campaign with social media?

These are just some of the aspects you want to consider when reviewing your public relations campaign. You could have all of the right pieces in place, but be implementing them incorrectly, or, the reverse could be the case. Sometimes it just takes some minor tweaking to turn a stalled media relations campaign into a successful one. Without a systematic review, you might never know. You could end up with the most successful media campaign that never worked.

Copyright © Anthony Mora 2009

Anthony Mora Communications, Inc. is a Los Angeles-based public relations company that has placed clients in: Time, Newsweek, 60 Minutes, CNN, USA Today, Oprah, The New York Times, Vogue, and other media. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Wall Street Journal, The BBC, CNN, Fox News, and other media outlets.

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Tags: media, relation, campaign, working

Web 2.0 has changed the way the world does business, and PR practitioners must change their ideas about press releases in order to optimise their use of the global marketplace.

Web 2.0 is the second generation of web development. Its emphasis on sharing information and collaborative social networking and has brought with it some important changes to traditional media practices.

Not the least of these is the fact that market savvy individuals now have the power to disseminate press releases and reach their target markets directly.

While mainstream media still play an important role in many PR initiatives, it’s important to remember that your target audience is no longer a small cluster of journalists.

Thanks to the powers of web 2.0 there are now millions of readers out there who are able to access your press releases and turn them into news. To get you on your way we’ve jotted down a few tips and suggestions:

- Understand your new market. Unlike traditional press releases, a web 2.0 press release has the capacity to reach millions of people through search engines and RSS readers. Before you write, think carefully about your target market, and use phrases that will resonate with them.

- Use a distribution service to publish your release. Of course, simply writing a brilliant press release isn’t going to increase sales. Once it’s written, take some time to distribute your release through established distribution channels. As a first point of reference you might like to consider sites such as businesswire.com or marketwire.com.

- Include links. Make sure you give your readers plenty of opportunities to link back to your site. A good press release will provide only a brief outline of newsworthy issues, and readers will expect links to a site where they can get more detailed information.

- Emphasize key words. Think like your target market and be sure to use the same keywords that they use when they are searching for information.

- Remember, good content inspires action. Make sure you release quality content and back it up with strong copy on your own site. Your readers won’t be fooled by fluffy content; they’re looking for substance – be sure to give it to them!

If you need help with a web 2.0 press release, visit Affect Media Copywriting and Communications Consultancy

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Tags: pr, press, press release, media, news

Are you doing your first in-studio TV interview? Are you coaching a client to do one? Here are 12 keys to making the appearance a success.

I presume of course that you have already done your preparation. You’ve become familiar with the program you’ll be on. You’ve prepared memorable messages that the audience will find interesting. You have a clear idea what your objective is in doing the interview.

Following these tips will enable you (or your client) to feel confident and in control of the situation from the moment you leave your home or office until you return. Having that confidence will help you stay focused on interacting with the interviewer to get your message across to the audience.

1. Find out from the station when you should arrive at the studio. Then give yourself an additional 15 to 30 minutes. You want to have plenty of time to use the restroom, have make up applied, get settled in the green room (the room where guests wait until it is time for their interview), and observe part of the program.
2. From the moment your leave for the studio until you return home, assume everything you say is being taped. I’m not trying to make you paranoid. Well, actually I am! In a world of video cell phones, everything you say could become public. So when you’re not actually in the interview, only say things you would be happy to hear on the air.
3. Wear summer or all-season weight clothes. Even though it may be snowing outside, inside under the lights will be plenty warm enough.
4. Shortly before going on, check you appearance. Otherwise, an off-center necktie, or a loose strand of hair shining in the light, may be more memorable than what you say.
5. Use your time in the green room for one more review of your messages, then relax. Shortly before your segment, do face exercises to loosen up your jaw, cheeks, and forehead. Smile!
6. Once you are on the set and “miked,” you’ll be asked for a sound check. Rather than replying with the usual “testing, one, two, three,” try this: Give your name, your organization, and something interesting about the topic you will be discussing. For example, if I were doing an interview about public speaking, I might say, “This is Lou Hampton of Speak to Lead dot com here with the answer to one of the most frequent questions speakers ask, ‘What do I do with my hands?’”
7. When you are being welcomed to the show, keep your eyes on the host, unless you have been instructed to look at a specific camera. Smile; lighten up the face by raising the cheeks and forehead. Once the interview begins, keep your focus on the interviewer throughout the interview. If there is more than one person, keep your eyes on whoever is talking. The “illusion” of TV is that the viewers are eavesdropping on a private conversation.
8. Start your first answer with the interviewer’s first name.
9. Be enthusiastic about your topic! Don’t expect viewers to be excited if you aren’t.
10. When the segment is over, stay seated and keep focused on the host until you’re told it’s okay to get up.
11. Thank the appropriate folks, gather whatever you left in the green room, and exit the studio.
12. On the ride back think about what went well. Then think about anything you might do differently the next time you’re interviewed.

And now to keep you focused, I invite you to claim your Free Instant Access 400-year-old tool I’ve adapted to help you stay on message by visiting this site

From – Lou Hampton, The QuoteAbility(tm) Coach and Speak to Lead.com

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Tags: interviews, media, media relations, tv, press

While many people only use press releases to get free publicity, learning how to write an effective pitch letter can dramatically increase the amount of publicity you get.

A media pitch letter is a brief proposal addressed to editors containing an idea or article that you would like them to use in order to help you get free publicity. It is important to write a good pitch letter in order to properly get your point across.

It is important to do some simple research before sending out your letter. Research the editor’s name and the publication’s name and be sure to include these in your introduction. This will keep your letter personalized, will show the sincerity in your intentions, and will keep the editor from assuming that this is a letter you sent to other publications as well.

It is also essential that you open your pitch letter with a statement that is attention-grabbing and will make your reader instantly interested in what you have to say. If your reader is instantly hooked on what you have to say, he or she will go on reading.

For example, if I were to write a pitch letter about my adventure selling the Brooklyn Bridge in 1983 (yes, I really did sell the Brooklyn Bridge), I’d start my letter by saying:

“In 1983 I caused an international media sensation by becoming the first person in history to REALLY sell the Brooklyn Bridge — one square inch at a time. Now, 25 years later, I’m doing it again, even bigger and better than before.”

Afterwards, get to the point. Explain to the editor what it is that you want to do-whether suggesting a new product or recommend a person to feature. Make sure that your story or idea is perfect for the publication’s target market, then tell the editor why this is so.

Now that you’ve got the editor’s attention, explain your concept in the most clear and concise way possible. It is important not to put out all your ideas in one media pitch letter for two reasons: first, your letter will not drone on and bore the reader, and second, you will pique your reader’s interest and keep them wondering and wanting more. Make sure that since this is the bulk of your letter, you’ve gotten your main points across-all while keeping your letter within one page. Ideally, the letter should have 200-400 words.

Make it clear to the editor that you are the best person to do the job. You can take this opportunity to cite a few of your past works or significant experiences that may be to your advantage in handling this subject matter. Don’t be too cocky, but confidently explain that you have quality information this person can use and pass on to his or her audience.

Lastly, make sure that you leave your correct contact information. Sounds simple, but you’d be amazed at how many people screw this up.

Include a phone number (cell phones are fine too. Just indicate that the number is your cell number) and an email address that you check frequently. State that you may be reached at those numbers or email addresses anytime should the editor be interested in your idea. You can also include additional press materials with your letter in order to avoid having the editor do some extra research on your topic.

Once you send out your media pitch letters, be sure to check your email and voice mail services often. The media people are happy to leave a message or send an email, but they won’t wait long for you to get back to them. If you don’t get back to them within hours, you risk losing your opportunity for an interview.

If you follow these steps and learn how to write a pitch letter, you’re on your way to getting free publicity that can drive new customers to your business at little to no cost to you.

Do you need more help getting free publicity for your business? Paul Hartunian has all the help you need here and also here where you’ll find free publicity tips, free articles, free coaching call replays that will make getting free publicity for your business a snap!

Plus you’ll find information about Paul’s Million Dollar Publicity System, the whole story of how he sold the Brooklyn Bridge and plenty more.

And, for just $7 you can get 3 issues of Paul’s publicity newsletter, 3 of his best strategy reports, personal coaching from Paul and your very own, authentic piece of the world famous Brooklyn Bridge.

No need to hunt for top quality information on how to get free publicity. Paul Hartunian has it all for you.

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Tags: media, relation, letter, publicity, tips

This article will define positioning for the business owners and how to use PR to boost their market position.

Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the ‘relative competitive comparison’ their product occupies in a given market as perceived by the target market. It is about what is already in the mind of the target market. You must be in touch with reality, the reality of what is already in the prospects mind. It is very difficult to create something that does not already exist in their minds. Your goal is not to create something new and different. Your goal is to redirect what is already in their minds and retie those connections. Because people are constantly screening advertising information, we have to use positioning to get to our target market. By making our message super-simple we can overcome these filters.

As the business owner you to select the information that has the best chance of getting through to your target market. In advertising and business perception is reality. Getting your super-simple message through may seem like good luck. It is merely the result of great communication to the right audience. One of the easiest ways to get into someone’s mind is to be first. You also have to combine that with NOT giving the customer a reason to switch. Letting your target market know what you are doing is a great way to be first in their minds.

School children are taught that Christopher Columbus found America. However, America is named after Amerigo Vespucci. Why? Because Vespucci spent a lot of time writing about the new world, his discoveries and theories. When he wrote Mundus Novus, it was translated in over 35 languages. Europeans credit Vespucci for discovering America and named it after him. Vespucci understood publicity and PR of his day. Columbus did not communicate a lot about what he found or did not find. No one really knew or understood what he was looking for. Vespucci came to America 5 years after Columbus and communicated, thus making himself first in the minds or Europeans.

Avis is a great example of a similar type story of using the combination of a super-simple message and PR. They used some creative thinking in an unusual way.

Dr. Letitia S. Wright, D.C. is the host of the Wright Place TV Show, now in it’s 10th year on the cable television. You can read the rest of this article at this web and learn more about PR

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Tags: media relations, media, pr, public relations, role

Many larger corporations, which have bottomless marketing budgets, incorporate massive public and media relations campaigns around new product launches, trends in the industry, and key story ideas. They “work the media,” feeding them a plate full of facts, figures, soundbites, and information in hopes of garnering the holy grail of the public relations world: the above-the-fold, front page story about their company.

Some companies use inside PR teams with directors, managers, coordinators, and interns. Others engage outside PR firms in order to craft the perfect press release, the pitch letter that an editor will drool over, or to wine and dine a group of reporters at the hippest restaurant and bar in SoHo or Chelsea. Working the media takes time and effort. It involves building tailored media lists, distributing press materials, and yes, meeting with the media and even taking them to lunch (a dirty job, but someone’s gotta do it). It’s about nurturing one-on-one relationships that can sometimes take years – and money – to bear fruit.

I know, I know. You have no budget, time, or manpower for a massive PR campaign. I wouldn’t approach this topic if I didn’t have a solution here. The good news is that in today’s New Media world, the art of traditional public and media relations is changing. And it’s changing fast and for the better for small, but successful VARs like you. So I’m offering up a few tips on how to get your PR effort going without taking the traditional route.

Social media is quickly becoming a core element of communications and PR plans, which is great for you – simply because these new media tools are easy to use, don’t demand a lot of manpower, and are economical. How great is that? Blogging, social networks, and podcasts reach more customers and influencers of your product than traditional media might and require almost no out-of-pocket investment. Plus, once you take a little time to get familiar with these channels, it’s so easy to utilize them to your advantage!

According to a recent article in the Wall Street Journal, “When it comes to generating goodwill between a company, its customers, and prospects – the very essence of public relations – it’s a buyer’s market for small businesses.” For instance, one small business cut loose their PR firm which had been receiving a $6,500 monthly retainer, and replaced them with a $700-a-month line item in their budget for website maintenance. Using their up-to-date database, they began sending weekly email blasts to VIP customers and friends – again, at no cost. The results? The small company’s best PR efforts came from communicating directly with their existing customers and friends, who then forwarded those email blasts on to their friends. Special email newsletters included targeted information geared toward hitting those touchpoints that the company knew would grab the attention of its customers. They gave their customers what they wanted through links to the website and easy access to valuable information.

News “flashes” are also easy to incorporate into your PR program and search engines love them. When written thoughtfully, using keywords and phrases, and in paragraph format – one paragraph for content and one paragraph about your business -search engines will pick up on these flashes and reward you with a higher ranking in searches for your business or product. Create a “news” section on your website where these flashes can call home. Search engine crawlers visit sites that are constantly changed and that are dynamic. When crawlers see that you update your “news” section frequently, and you have carefully crafted your news to include your keywords, you quickly find that these pages will receive high rankings.

Of course, landing a feature story about your latest product in a Top 20 national newspaper (e.g., USA Today, Wall Street Journal, New York Times) or being included in a segment on Oprah or The Today Show is worth way more than its weight in gold, but so is going directly to the world – literally – and to the newswire yourself. The Web is allowing smart VARs like you to engage with the public without the mainstream press or the PR flak who court it. With new media resources, like YouTube and Flickr, you can now deliver unedited messages in your own voice and image instead of leaving it to the press to report the story they way they think it should be told. Or you can create short videos or podcasts for your own site for customers and potential leads to download and watch. Here, you can craft your own message and become “the expert” in your field. The same holds true for blogging. Start offering some of your insightful wisdom on new trends. Customers – and search engines – and sometimes even the traditional media will come to view you as the resource in your industry. The trick is to learn to use these tools without sounding too commercial in your pitches or offerings, and then enjoy the benefits of well-crafted viral marketing take hold.

A dedicated marketing professional, Michelle Kabele has been helping technology companies develop award-winning channel partner programs and marketing strategies for over 10 years. Michelle has worked extensively with small businesses throughout North America.

Michelle has an MBA from the J.L. Kellogg Graduate School of Management (Evanston, Ill.)

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Tags: media, pr, programs, marketing, company

There is no question that media coverage will boost business for you. It’s a proven way to put your business in the spotlight in a major way. A perfect example of marketing 1 to many, which if you know my teachings, you know is the ideal marketing model. Media coverage will also:

• Raise your public profile.
• Improve your credibility.
• Establish your authority.
• Generate new customers.
• Make it easier to convert prospects to customers.

Getting your product or service in the media has it’s process and that’s where many small business owners get stuck. They don’t know how and they don’t have the budget to hire a public relations firm which can get pretty expensive.

The good news is that doing your own publicity is very doable. In fact, it’s quite easy. You just have to know the steps, plug into it, and work it until you get the coverage you are looking for.

Here are the basic steps to getting free media coverage for your business:

1. Identify the media venues (print or broadcast) that your target audience is most likely to consume. For instance, if your product is for women you want to target programs and publications watched and read by women.

2. Contact the Producers and Editors of these identified venues. This is easier than ever. Every publication and program has a website with contact information. So look that up and ask for the key person you are looking for by department or segment and get that persons contact information so that you can start calling them and sending them information.

3. Send consistent press releases that are very catchy and even SEXY! I call press releases the necessary evil. Producers and editors get so many of these a day, that many get tossed. However, it’s also what needs to be sent out consistently to create a buzz about your product or service. The key is making it so catchy and sexy that it’s irresistible and provides valuable content to the producer. I use “sexy” because the media loves “sexy”. So find creative ways to hook them by pitching your story with a “sexy” tip.

4. Position Your Business Virally- The best way to hook the media is by being everywhere. Today, that is extremely easy with all the tools available with the internet. So position your business on the social networks, write articles and publish them online, put up videos on Youtube, and blog away. When you contact producers with your press releases, if they go on to research you and find you all over the net, you are more likely to be considered.

5. Have a Media Kit (online version works!) Websites have become the new media kits. If you have a page with a picture of you and your product, great content, articles and credentials, then you are set to go. Having a conventional media kit (a package you send out) is still great to have but if you don’t have a budget to get it done yet, your website can do the trick.

6. Be consistent. Like everything, getting on the media takes time. Working on your publicity everyday will get you the coverage eventually. And the best part is that once you get on, you have already established a relationship with key people who will continuously help you get more media coverage throughout your business.

If you want media coverage for your business do not fall into the trap of believing it can’t be done without a publicist or agency. Believe it or not the media needs you. So come up with the value in your product, spin it into a story and start working the system.

See you on TV!

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a “The Sassy Media Guru” is a Business Communications Coach visit this Site. and Consultant, To learn more visit this Site.

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Tags: public, relation, firm, media, coverage

Press releases (you can also call them news releases) are a great tool for getting media coverage–my favorite kind of free publicity–and they should be part of every PR strategy. The majority of press releases go straight into the recycle bin–or simply get lost in the deluge of press materials. And some of the reason is that an amazing number of news releases break some of the basic rules.

So be a successful media contact and get the free publicity. Set your news releases apart from the crowd–do it right! That, along with proper follow up, will boost your odds significantly.

The crucial part is not so much in the structure of the release, but in the ingredients. Just as when you bake a cake, it needs flour, eggs, flavoring agents, and sweetener–but you can assemble them in thousands of different permutations within that basic “cake structure”

So here’s what you should have in your computer cupboard when sending a press release to try to get mentioned in newspaper and magazine articles, or to get free airtime on the radio:

- A news hook–something to pin the story on that makes people want to read past the first couple of lines. You are competing with a huge number of inputs so yours has to be memorable. Otherwise–you get skipped over and someone else gets the free publicity.

- An understanding of who’s reading the news release and what they’re looking for, i.e., one size definitely does *not* fit all. This is why I always ask my press release clients who will be reading it. Some audiences want something sexy or overdramatic, others want just the facts, others want a local or niche angle.

- The right list to send it to, preferably with individual editors’/reporters’ names, recently verified, who write the kinds of newspaper and magazine articles you’re aiming at in your free publicity campaign.

- Full contact info! The best release in the world is useless if the reporter doesn’t have the tools to follow up. Likewise, complete info about the product or event (including ordering information, if appropriate)

- A format that’s accessible to the news media. This means good writing. Ideally, you’ll see your exact words in print, in newspaper and magazine articles. It also means using only one side of the page, making it easy to read, and making sure it’s addressed to the right department (at the right fax number or e-mail address).

Other things are nice to have, but not essential: some sort of third-party validation, for example, or quotes from the principal person involved, or a summary.

Eventually, it becomes second nature. I can knock off an easy release (say, for a community happening) in about 20 minutes, and the papers will pick it up. For a project with a national audience and significantly more research involved, it still usually only takes me one to two hours.

Marketing consultant/copywriter Shel Horowitz is founder of the international Business Ethics Pledge campaign and author of seven books including the Apex Award winner Principled Profit: Marketing That Puts People First.

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If you’re writing a non-fiction book to get rich, good luck. If you’re writing a book because you’re an expert in your field, you have information that could help others, you want to reach more people and you want to create an amazing PR and marketing platform – you’re on the right track. Both the public and the media tend to listen more, and give more credence to, individuals who have published books in their field.

There are different ways to approach getting a book to market. You can pitch publishers yourself (a long shot, but books have been published in this way), you can send a synopsis and some sample chapters to an agent and have him or her try to land you a deal with a publisher ,or you can self publish. This involves you assuming the cost for the entire process, but you own your book outright and can publish the book you want.

If you’re going to go that route you need to do some homework: learn how to write a book with style and clarity, how to self publish, and then how to promote it. The upside is you have a book – now you’re the expert. And as to promoting your book, to be honest, from my experience, traditional publishers aren’t all that great when it comes to PR and marketing. Unless they’re marketing a known writer, as a new author, you’re basically on your own whether you’re with a mainstream publisher, or are publishing yourself. Yes, it’s a challenge, but having a book, gives you something to promote. You have a reason to pitch your story to the media and they have a reason to interview you as an expert.

In the past, we’ve placed authors, both self-published and those published by the major houses, in a wide range of media outlets from Time Magazine and the New York Times to Oprah and CNN. We’ve had major publishers pick up self published authors we’ve worked with because of their heightened media exposure. More importantly, our clients who are authors have been able to garner huge amounts of media exposure to help promote their businesses, their companies -and their books. So, if you do have expertise in a field, you have something to say, and you want to create an amazing PR and promotional platform – start writing.

Copyright © Anthony Mora 2009

Anthony Mora
President & CEO

Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He also served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. ! Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, “Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field.

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Tags: pr, platform, media, media relations, public relations

Writing online press releases is an art. The basic rules of press release writing still apply, yet there is the subtle craft of web writing, SEO optimisation and structure that need to be captured in the online form.

Let’s remind ourselves of the basics. Start global and in subsequent paragraphs move into the specific. A strong headline that grabs the eye and draws interest enough for the reader to continue is a must have. The first paragraph should support the headline, explain it, and outline the entire story. It must paint the ‘big picture’. The structure of the entire release, which is usually no longer than 250 words (perhaps 350 for mainly trade or technical press), should then have a natural flow. A beginning, middle and and ending to some extent and certainly explain the why, what and how of the story.

The subsequent 5 or 6 paragraphs should go increasingly into the specific detail of the story and include any supporting information. The less interesting or supporting detail should be left until the end, but interspersed to help bring the story to life the people involved in the story can be quoted to help tell it. The standard tools of editors notes, contacts, supporting information should all be used at the end of the piece, and clearly indicated as such.

Now we come on to the basic rules of web writing. It has to help the eye: readers’ attention spans are shorter on the web (and in general these days), and it is also more difficult for the eye to read on a screen. So remember the following:

• Chunky – keep the paragraphs chunky, short and never long. Help the eye flow through the piece and break it up with headers and images for longer pieces
• Relevant – know your target audience inside out, picture them (him or her) as you write the release, and use words that talk his language. Make sure that you keep the content, images, timing all relevant for the target audience. It may be that the first para or two need to be tailored or adapted for a different target audience and this is all you need to make it relevant
• Accurate – digital communication can encourage sloppiness, SMS is a case in hand. But if you spend time and effort making sure your writing is grammatically and factually correct, with no spelling errors, you will be more successful, credible and believable in what you write
• Brief – anything you write for PR, and especially for the web, has more impact with fewer words. Write your release. Then re-read and edit, re-read and edit, re-read and edit … and then cut out another 10 per cent of words. Then you’ll have perfection!
• Scannable – does the copy scan well? Do it draw the eye down and catch and keep attention. Can someone scan it quickly and get the gist of the story in one scan? Make sure the answer is yes to all these questions.

And now for the grand finale of online release writing. Both the headline and the copy, particularly the first few paragraphs of the body, need to be keyword rich. This copy needs to include a mix of keyword phrases that people use to search for information on the web. To achieve this you will need an insight into what words and phrases searchers use to find information on the web. Optimised news will attract more journalists and customers alike. And research consistently shows that these readers use the web as their preferred medium for finding out news about your clients products and services.

Links are also critical, both to provide helpful insight, information and additional support for your readers and to help with SEO so that your news is easier to find. Internal and external links are equally as important. As are inbound links from external websites. And this is certainly one reason why having your online media centre on an independent domain – i.e. not a subdomain of your main site – helps with your SEO. So make use of the online release distribution sources such as PR Wire, cisionwire, Response Source etc.

Tags are important considerations but you should only aim for around four per release and they need to be directly relevant to that release, and not a blanket ‘brand name’ repetition. And don’t forget the RSS feed – your releases will need to have their own unique feed if you really want to give journalists the edge in finding your news quickly. They can subscribe to your feeds via email download, browsers or burn them into their feedreaders to have your news pushed into their inboxes as soon as you issue it. There’s more to writing press releases in the digital age than meets the eye, and its time for PROs to get web savvy.

Listen to Changeworks’ podcast to find out more.

Sue Tupling
Director

Changeworks Communications Ltd

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I find it extremely surprising that in this day and age such an obvious piece of advice is necessary. But it is.

You are as you are perceived, and if you don’t have a website, you either won’t be perceived at all or potential customers will contact your competitors who make it easy for the world to find them on the Internet.

Most organizations, businesses, service providers, consultants and professionals such as doctors, lawyers and accountants do realize that having a website and a place of their own on the Internet is as important as having a phone number or a mailing address. But some don’t care or realize how detrimental and diminishing it is when potential customers search for them on the Internet and come up empty.

Three recent incidents drove this point home for me.

I’d been searching for a law firm specializing in elder care law. A social agency gave me the names of three firms it had vetted to confirm that each handled this specialty. Two firms had websites and one didn’t. And of those two, only one included elder law in its specialty list appearing on the site. That’s the firm I called first.
A relative needed a surgeon skilled in performing minimally invasive kidney procedures. In addition to not wanting to endure the pain and lengthy recuperative period associated with open surgery, she wanted a doctor with expertise in the latest surgical techniques. Even though she had the names of many surgeons and urologists, she only considered those with websites where she could determine each doctor’s surgical capabilities.
After a very successful commercial insurance broker who’d been in business for more than 35 years launched a basic website, he began receiving calls from potential customers who’d found him on the Internet. By perusing the broker’s site, each learned he was expert in insuring their particular business facilities. They were largely pre-sold by the website when they first called the broker.
When a friend learned his family physician no longer accepted payment from his company’s insurance carrier, he had to select a new doctor from a list provided by that carrier. This chore would have been even more hectic and time consuming and less informative without Internet access to each physician’s very informative website.
My friend’s sudden search for a new physician due to a change in his insurance carrier’s policies underscores the point that physicians, dentists, other medical professionals and businesses of all kinds can lose huge blocs of satisfied, loyal customers through no fault of their own.

Despite their loyalty and satisfaction, your customers may move on for reasons beyond their or your control; reasons such as management changes, mergers, business restructuring, an economic downturn or other outside influences.

In such cases, one company’s loss can become another’s new business opportunity. That’s why, even when you’re enjoying a solid business base, you must have a website to inform and attract potential customers.

You must have a website to instantly provide answers for qualified prospects.

Where do you start if you don’t have a website? Just enter “website designers” onto your Internet browser and sort through the choices.

There’s a saying in television news that states, “If it didn’t happen on camera, it didn’t happen.” These days, that statement’s Internet equivalent would be, “If your company doesn’t have a website, it doesn’t exist.”

Does your company exist?

Brian R. Salisbury, a writer and a public relations and communications consultant, combines a wealth of communications know-how with an engaging writing style to help his clients shape the most effective messages and deliver them with the greatest impact where they count most. Visit Brian’s website and subscribe to his free public relations newsletter and receive his free report “Ten Key Components of a Successful Public Relations Program.”

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Tags: business, marketing, Media, online, public relations

So, here’s where publishers and I usually differ, whereas most publishers pitch the book, I prefer to pitch the author. I have had quite a few heated discussions with publishers about this approach. I understand their perspective, they published the book and that’s what they want to promote. The only problem with that approach is that it’s wrong. Pitch your book and you have a certain number of stories and media hooks, pitch yourself, your life experiences, your anecdotal stories and your book and you’ve suddenly broadened the bulls eye.

Remember, when it comes to landing media coverage, it still all comes back to the media hook, to offering them a strong story. It’s the story that will interest the press. Don’t simply send out your book and information to the media, thinking that they’ll be so knocked out by your writing or the book’s subject matter that they’ll be clamoring to interview you. It seldom works that way. Develop hooks and story ideas that you can use to spotlight your book. If your book is non-fiction or a how-to this becomes a much easier task. We have represented authors who have written books on fashion, beauty, health, relationships, sex, and a variety of other topics.

Even though we focus on the books in our campaigns, we do not limit ourselves to the book exclusively. Our objective remains the same: to establish our clients as experts in their field. The book becomes a part of the story, but it never defines the entire campaign. If you can place an article in a magazine or a segment on a talk show that revolves specifically around your book, you’ve hit pay dirt. But that’s not always an easy task. Certainly pitch your book as one of your hooks, but don’t limit your campaign. Come up with other story ideas which can include your book, but do not revolve specifically around it.

For example, we worked with a psychotherapist who wrote a book on how to save a troubled marriage. Although we included the book in all of our pitches, the focus remained on the psychotherapist’s expertise in relationship issues. We pitched the women’s magazines and talk shows, relationship-oriented stories in which our client could appear as an expert. The media reacted well to our pitches and interviews were scheduled. Although some of the stories were about marriages and romantic relationships, others were about other types of relationships, such as parent child relationships or sibling relationships.

Even though those issues did not revolve specifically around the topic of our client’s book, she could expertly address them. When she appeared on talk shows, our client was introduced as the author of her book and was asked questions about her book during the interview. Although the shows themselves did not always revolve around the book, the book and client were always highlighted. If we had insisted on segments or articles that only featured or revolved around the book, we would have severely limited the media opportunities. We were branding her as an expert. Whenever she was interviewed, she discussed her book, which garnered her book more coverage and led to more media specifically focused on her book. The approach worked.

So, broaden your media horizons. Make a list of all the potential story ideas about you, your journey and your book and start writing again – writing press releases that is.

Copyright © Anthony Mora 2008
For further information visit this web
Anthony Mora began his media career as a journalist and magazine editor. In 1990, Anthony formed Anthony Mora Communications, Inc., a Los Angeles-based public relations company that has placed clients in: Time, Newsweek, 60 Minutes, CNN, USA Today, Oprah, The New York Times, Vogue, and other media. Anthony, who is the author of “Spin to Win,” has been featured in: USA Today, Newsweek, The New York Times, , The Wall Street Journal, The BBC, CNN, Fox News, and other media outlets.

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Tags: media relations, media, pitch, story, news

Having a reputation for being a good person can do a lot for you. People are comfortable placing their trust in you because you are known to be a trustworthy person. Similar in business, reputation is just as important too. Reputation plays a very important role in business. When you get into business you have to understand that it is important for your customers and the people you do business with to trust you. Having their trust can make business a lot easier for you. It takes time to build a solid image in the business community but you will find that it is well worth it because in the business community, your reputation usually precedes you.

It is not easy to build a healthy image but it is important when you are doing business. Competition is fierce in business and business people are wary of the people they do business with especially if they are doing business with somebody for the first time. In business you will need to form alliances with other people for the purpose of stability and growth. When forming alliances and partnerships your reputation plays an important part. It can be difficult to find businessmen willing to form business alliances with you if you have a bad reputation. Businessmen are very protective of their business. They wouldn’t want to take unnecessary risks unless it’s absolutely unavoidable. That’s why they do research on the person and the business that they are planning to form an alliance or a partnership with.

Everyone tends to be cautious when it comes to business. A small mistake such as forming an alliance with the wrong people can cost you a lot. That is why you have to build a solid reputation for being a businessman and a good name for your business as well. It takes time to build a good reputation in business but having the right public perception can be instrumental to the success of your business. Having the right aura for products and services can help you capture a bigger market and help you develop a following. This is very important; the reputation of your business is responsible for its success and failure. Having a reliable name as a businessman can help you gain the trust and confidence of your peers in the business community. Forming alliances and partnership for more progressive business is a lot easier if you are known to be a reputable person to deal with.

Your reputation can do a lot for you in your personal life and it can do a lot for you as a businessman. Don’t take your image for granted. It will take you time to build a good and solid name and you have to protect your it at all times. You will have to prove yourself to a lot of people when building your persona but it is well worth it. People in the business community take their reputation seriously and so should you. It’s your passport to successful business.

Neoko Cortwell is a freelance writer and web designer. If you want to start your own creative journey to becoming a freelance designer yourself, visit Sitegrinder for more information.

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Tags: media, media relations, reputation, image, company

1. Identify your angle, and it better be newsworthy. Starting a new website is not a newsworthy angle unless you are someone special, or the website is something incredibly special. Try to link in your website launch with something that’s happening within your niche, as this is likely to see your press release given much more attention than a typical ‘new product’ mail shot. If you can’t find a newsworthy angle, consult a professional. A press release that has no news is worthless.

2. Make it sound like news, not an advert. Ever wonder what journalists do for most of their day? Well, they sift through advertising in the form of press releases trying to sort out the garbage from the news. Don’t add your press release to this pile of trash. Start thinking as if you are the reporter. Is your press release full of jargon or phrases such as “ground-breaking new product”? If it is, throw it in the bin now, because that’s exactly what the journalist will be doing with it.

3. Proor fead. Er, I mean, proof read. Review your press release and then review it again. Then, get someone else to read it over if possible. Eliminate bad grammar and spelling mistakes. If you can’t do this, you are not serious about the news you are trying to gain coverage for. If you don’t come across as serious and professional, why should any journalist publish anything you send them? Trust is essential. They, their editor, and their employer are extremely liable for wrongly reported facts, and if they have no trust in your ability to be professional, they are likely to question whether what you have written is even factual.

4. Don’t send your press release to every journalist within 100 miles. This is a very simple point. You need to target who you are sending your press release to. A sports journalist is not interested in your business story and he is too busy to have any interest in passing it on. Make sure your press release is getting to the correct person not simply a person.

5. Get your quotes worthy of a place in your press release. Please, please, please. Avoid quotes such as “Bloggs has demonstrated a willingness to innovate when the economic climate allows us to develop our distinctive product range further,” said Joe Bloggs, junior vice-president Bloggs product development. Do an interview and pick a good, powerful quote that will draw readers if the journalist decides to use it.

If all else fails, hire a professional.
We are a team of journalists who, between us, have over 100 years experience of writing award-winning content for national media and international business. Together, we form the team of professional business writers that make up, Visit this Site.

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How you treat and respond to reporters, editors and analysts can greatly effect how your company is perceived in its marketplace. The relationship between “you” and “them” is so important it has its own name (media relations), its own experts (PR pros and firms that specialize in media relations) and its own set of rules. Following are 12 laws of media relations. Follow them, and you’re well on your way to gaining your company the positive visibility you desire. Break them at your own peril.

1. Every reporter is a “key” reporter. Reporters change jobs. I’ve seen local weekly reporters go on to work for publications such as the Wall Street Journal. If you make the mistake of blowing a reporter off because they don’t work for an influential publication, you may pay the price for it down the road.

2. Don’t ignore online publications. Online publications are often looking for news. In addition, many offline publications also have an online presence (Time, Wall Street Journal, Inc., for example). If you pitch a story to an offline version when their online counterpart just published a similar story, you’ll end up with egg on your face.

3. Respect deadlines. Reporters are in a critical, time-sensitive business. Nothing will kill your chances for positive coverage faster than ignoring deadlines or not being responsive enough. If you can’t make their timeline, tell them quickly so they can get what they need elsewhere; or, if it’s information for your company, try very hard to get them someone to speak to who’s been advised on how to speak to the press.

4. Make/show your news to be newsworthy. Just because your company came out with version 2.1.5 of its product doesn’t mean it’s newsworthy. Try to find the “news” in your product or press release and lead with that.

5. Humanize your quotes. If you’re giving an interview or writing a press release, think quotable. Don’t come off sounding stiff and formal and rehearsed, though. Think in human terms, and try to find an analogy that will be broadly understood.

6a. Know the publication and its target audience. It’s important to do your research before pitching a story or giving an interview. Read back issues of the publication if you’re not a subscriber; find out about its readership demographics. This will tell you the approach the publication will most likely take, and will help you gear your materials appropriately. Be sensitive to the publications that emphasize the different points of view or product differences of you and your competitors.

6b. Don’t trade one magazine against another. Find a way to get different articles for each magazine – a different angle, a different aspect of the same story. Pit one against the other, and you’ll end up losing the goodwill of both.

7. Think long-term. Don’t expect reporters to be there for you, printing your company’s news at your bidding, then ignore them when you don’t have news to push. Return the favor by supplying them with industry reports, new sources and articles pertinent to their area of expertise. Be a resource the media finds credible and helpful and you will greatly aid your company when future opportunities in your industry arise.

8. Share your sources. Give your reporters referrals for background information. Make your clients and customers available. Make your key personnel available. Create an automatic “request and OK” of your clients and customers to be referred for editorial contact. Offer guidance and media training to your clients and customers. At the very least, always provide a “cheat” sheet with pertinent information to them if you will be referring a reporter to them.

9. Know your competition. Know what your competition is saying about themselves, and about you. This will help you frame your answers and prepare your materials to combat any negative perceptions a reporter may have about your company or its products or services. Never say, “there is no competition,” to a reporter. Suggest you have researched the competitive area and today cannot find a competitive product, but perhaps some company large or small is working on a similar concept confidentially.

10. Follow up intelligently; don’t be a pest. If an interview or press release requires a follow up, by all means, do so. But don’t call to find out if your press release has been received, or when news might be forthcoming. This is a major turn-off to reporters and editors alike.

11. Prepare all of your press materials according to the magazine’s and reporters’ requirements. If in doubt, ask. There’s nothing worse than learning, just before press time, that your story was cut or compromised because of incorrectly supplied content.

12. Be ethical. This is true for all your public relations activities, not just media relations. Don’t compromise your core values for short-term gains. It’s just not worth it in the long run. You will be found out, and you will compromise the reputation you and your company are trying to build. (If you occasionally make a mistake, admit it and apologize for it.)

Yvonne Meacham Buchanan is a public relations instructor for PR Essentials, an online public relations course available through Careers in Public Relations.

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Tags: media, media relations, firm, laws, pr

I had always thought that media training was important in order to learn how to distill and deliver one’s message, but after that interview, I realized its importance was much more basic. If my client had worked with a media trainer prior to going on the show, he would have practiced ways to mention where he was based without making it feel shoe-horned, the information would have been second nature.

Since then I have become an avid media training advocate. If you’re launching a PR campaign and have never been media trained – you need it! But even if you’ve appeared on the media before, or feel you’re an old hand at doing interviews, chances are you’d still benefit from a media training session. If you are presenting a new topic, launching a new service or product, you need to work on the style, delivery and verbiage that best presents your new message. You want to make the best presentation possible, you owe it to yourself and to the media to be as well prepared as possible.

Copyright © Anthony Mora 2009

Anthony Mora
President & CEO

Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He also served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, “Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field.

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Tags: media, training, media relations, news, coverage

Earned media is more important than ever. The economic crisis has forced many organizations to slash their advertising budgets and rely on PR, or “earned media,” to get their message out. Targeted PR is considerably less expensive than advertising and helps establish third-party credibility.

But do you have a story to tell? To get reporters interested, you have to be newsworthy. This means your story is intriguing enough to entice a reporter to take your call, read your email (and maybe even respond), or, best-case scenario, agree to meet you for coffee.

Keep in mind that reporters receive dozens of pitches every week. At the major media outlets, they may receive dozens of pitches every day. The competition for media mindshare is fierce. So while you (or your client) may think your story belongs on the front page of the New York Times, the newspaper’s editors probably won’t.

The most effective PR pros will manage their client’s expectations realistically from the onset. Don’t promise the Washington Post and deliver the Smallville Times. For most organizations, a good media “hit” is a feature article in their local newspaper or trade publication. Therefore, set goals that are measurable and achievable.

The following checklist will help you determine whether it’s time to pitch a story or wait until a meatier opportunity comes along.

A newsworthy story includes at least one of the following attributes:

1. Local

People care about events that happen close to home. A warehouse fire in Atlanta has local interest but probably won’t be covered in other cities, unless it’s catastrophic (significant fatalities, explosions, etc.). Then it’s a national story as well (see “Catastrophic” below).

Consider this scenario: A real estate developer is breaking ground on a new shopping center – a legitimate news hook for the local newspaper and maybe real estate trade publications, especially if there’s a unique twist to the project (see “Unusual” below). Will Business Week care? Probably not, but the developers are reaching their target audience (i.e., local retailers and future shoppers), and that’s the goal.

2. Controversial

How many times does your local TV news show cover a city council meeting? Probably not much – they’re routine and (no offense) rather dull. But what if 100 angry citizens show up to protest a proposed sales tax increase? Now that’s a newsworthy event.

Or, say the local Chamber of Commerce learns about the city council’s proposed new sales tax. Concerned that it might negatively affect local businesses, the Chamber issues a statement strongly disagreeing with the “controversial” proposed tax. You get the picture.

3. Seasonal

We’ve all seen them – the feel-good Thanksgiving news stories or the profile of a local war hero on Veteran’s Day. Maybe they’re cliche, but the media is always looking for a local angle when covering holidays, anniversaries, etc. Check your calendar to see when an upcoming event may present an opportunity for your organization to pitch a timely story.

4. Unusual (first, largest, smallest, etc.)

Reporters like stories that are exceptions to the rule. Remember the real estate developer breaking ground on a new retail complex? What if the complex will house the area’s first outdoor ice-skating rink? Go through the checklist. It’s local and it’s the first. What if the rink is the largest in the Southeast? Even more potential media interest.

5. Human interest

A human interest story is the PR equivalent of a homerun, but they’re hard to score, especially as newspapers scale back on staff and “feature” writers. Pitching a human interest story requires creativity and finding the right reporter at the right time. Suppose that the real estate developer wants to build an ice rink in his shopping center because he’s a former professional hockey player and loves the sport? Interesting…

6. Catastrophic

Catastrophic (i.e. hurricanes, tornadoes, bombs) will always be newsworthy – because they’re unusual, involve a human interest component and, frankly, feed our natural fascination with cataclysmic events.

From a PR perspective, a catastrophic event might highlight the actions of a non-profit, a corporate donation, or an even individual act of kindness (i.e., relief supplies for Hurricane Katrina victims).

7. Visual

Never underestimate the power of telling your story visually. If your media pitch includes a visual hook, you’re ahead of the game. The city’s first ice skating rink on opening day – local, unusual and visual!

8. Celebrity

Let’s put it this way: everything President Obama does is newsworthy because of his celebrity – playing basketball, buying a new dog, walking down the Capitol steps. That’s why he has an entire press team to handle the volume of media requests he gets in a single day.

Karen Preiss Miller is a partner in JKP Group, a marketing communications consulting company. For more tips, visit this site

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Tags: newsworthy, media, media relations, specialist, relations

A recent conversation with a fellow business mum about recognising the difference between free publicity and paid advertising made me wonder how easy it really is to tell.

I have worked in writing, public relations and marketing for more than 10 years, so recognising material – particularly in print – which has been paid for has become second nature. However my friend said she found it difficult to spot the difference sometimes.

Here is a guide to media space and time that has been paid for, and that which is free and generated through public relations.

I think I can safely say it is easy to spot most advertising – it comes in breaks in your favourite TV programs, between music on the radio, down the side of a web page or sometimes pops up from the page, and surrounds articles in newspapers and magazines.

Where it becomes hazy is when the information is included in an article or advertorial (an advertisement made to look more legitimate as an editorial piece – these should carry the word “advertorial” and “advertisement” at the top), in a news or current affairs item or when the presenter speaks about a product as they would discuss the news, similar to John Laws’ Cash for Comment affair.

The job of a PR consultant is to generate publicity for their client. Their client isn’t paying for the time or space and the information considered more credible by the public. Examples include an article, news broadcast or TV segment. This media coverage is achieved through many avenues such media liaison, media releases, article marketing, public speaking, case studies and blogging.

Many of the articles you read in the paper, magazines or online and items you heard on the news or radio today would have been generated through public relations. For example after the federal government’s recent increase in the first home buyers’ grant a host a organisations, from real estate agents to banks, sent out press releases commenting on the grant and what it meant for the economy. They were positioning themselves as experts, or contacts the media could use when covering the story.

Whether the information came to the journalist via a media release or they chased it up through contacts, it is still from PR. The biggest difference between getting something published once because the media outlet liked your story, and getting regular coverage, comes from maintaining a good relationship with journalists, producers and editors. Good PR, whether done by you or a consultant you hired, leads to you being the contact the media calls on when they want to know something about your topic.

Advertising is about guaranteeing your message gets out there when you want through payment. It is seen as less credible because the organisation has paid for the space or time. However public relations is about communicating your message to your public, usually via the media. A company or issue receiving media coverage is seen as more credible because the journalist or presenter has endorsed the message.

This article first appeared on Flying Solo. See more by Johanna Baker-Dowdell

Johanna Baker-Dowdell is a freelance writer and public relations consultant. She owns and manages Strawberry Communications, a consultancy that helps businesses tell their stories through great words and PR. Johanna is based on the NSW Central Coast just north of Sydney, Australia.

For more information on Strawberry Communications, log on to this site.

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Tags: difference, publicity, advertising, media, public relations

Did you know that consumers base their opinions about any given product, person, service or company on their perceptions, and of course what they’ve heard through the grapevine? The sad truth is that perceptions and perspectives provide a very limited amount of information which forces the consumer to fill in the blanks about a product on their own – which can only spell disaster for an entrepreneur. This is why it is so easy for the incredible product to appear to be chocked full of credibility to the average consumer.

While credibility can be measured in many ways when it comes to cooking up a publicity campaign, it is often measured by the number of articles published on the web, in a newspaper or trade magazine about a business. It can also be measured by the amount of referrals or references made towards and about a company. In short, credibility is the gateway to success for the entrepreneur – and it is guaranteed when you are interviewed by the media. You must realize that what is written about your business is of the utmost importance. Words are never harmless – they can be a magic wand and create miraculous things in publicity or they can be a weapon of mass destruction. So be careful.

Moving forward, it could be said that credibility is two parts muscle and one part hustle. While rival entrepreneurs take reverie in knowing that credibility can be instant and guaranteed in publicity they fail to prepare the proper strategy to building it. The muscle of the credibility machine includes the originality, and expertise of the entrepreneur – it’s what you know that interests journalists and consumers.

Your product or service should be unique and your delivery within the interview should be effortless. Furthermore, you must possess a certain level confidence and expertise at what you are selling. That is not to say that you have to have an MBA, but you definitely should know your craft. Think about it – would you buy something from a person who didn’t know what they were selling? What about someone who just did not seem to believe in their own product – would you buy anything from him? I know I wouldn’t. If you do not believe in yourself, or your business then who will? No consumer will support an amateur, so make sure you’re a pro – or at least come off with the confidence of a pro during your interview with the journalist.

The credibility hustle lay deep within the ideal of believability. A consumer will only consider you to be credible if you have a product or service that they can definitely depend on. Something that is both believable and invaluable to the consumer at large. In your interviews you have to forge a sense of trust with both the journalist and the reader or target consumer. They must feel compelled to learn more about your expertise. Without trust, nothing can be accomplished. Not to mention, it takes a journalist only seconds to decide if you work ethic is trustworthy and their perception translated into words will be the basis of how consumers perceive you. Make sure you intrigue the journalist because it is through their words that you will be granted the credibility that you so avidly seek.

Former publicist, turned author of “Write Your Way to Millions” and expert eMarketer, A. G. Fielder has carved a special niche divulging coveted industry secrets and marketing trends to the average Joe entrepreneur. A. G. Fielder is a respected eMarketer and mentors entrepreneurs on jump starting their internet businesses while making money work for them instead of the other way around via her pr advice at this site, or this site.

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Tags: public relations, credibility, publicity, image, media

Most people have never received an unexpected call from a reporter — especially a reporter who is on a deadline and pressing for information. That’s why a combination of surprise, lack of knowledge, a misplaced willingness to help or even a desire to see their name in print can cause normally cautious individuals to blurt out potentially inaccurate information to the media. Such actions can both embarrass and harm a company.

All organizations, large and small, should have a single spokesperson trained and prepared to talk to the media. This is especially true during emergencies when a company must manage large amounts of information coming from multiple sources.

One person designated the focal point and “quarterback” for all media calls and related inquires can best

# Consult with other members of the company to determine the best answer to provide in response to media inquiries;

# Make sure the company responds to all inquires in a timely fashion;

# Maintain the continuity of information, particularly when dealing with multiple media calls. A single spokesperson would be most familiar with how the company presented certain information in the past and can prevent contradictory responses;

# Avoid confusion caused when two or more voices speak for a company — even when presenting the same information;

# Determine if another member of the company should provide additional information — especially highly technical information;

# Arrange and manage all subsequent interviews.

Everyone in your organization should understand that if they receive a media call, their only obligation is to pass along the reporter’s name, phone number and the nature of the inquiry to the company spokesperson. They should not feel obliged to respond, even casually, to a reporter’s question.

While this is a simple concept, companies of all sizes can have mixed results after explaining to their employees that they shouldn’t talk to the media.

When I was responsible for all media relations for one of the largest defense contractors in the United States, which employed more than 35,000 people, every employee — from the CEO down — understood the importance of relaying media inquires to me. No one in the company ever responded to the media on their own. Many vice presidents actually hung up on reporters because they had no desire to speak to them.

However, when handling the same responsibilities at a community hospital, I frequently learned days later after a doctor or department head had received a media call and proceeded to give a lengthy interview.

I remember being told — almost as an afterthought — well after a staff psychiatrist had spoken to a high profile newspaper columnist about a particular serial killer’s motivation. I also found it difficult to rein in particular pediatrician who liked to see his name in print and his face on television.

I had to clean up the damage caused by the dissemination of incorrect information after a few such instances of ill-conceived and unplanned media contact.

Every organization’s leadership and each employee should thoroughly understand the importance of preventing embarrassing and even harmful media exposure. And a key way to avoid such exposure is to direct all reporters’ inquires to a single company spokesperson familiar with your organization’s activities and who knows how to work with the media.

Brian R. Salisbury, a writer and a public relations and communications consultant, combines a wealth of communications know-how with an engaging writing style to help his clients shape the most effective messages and deliver them with the greatest impact where they count most. Visit Brian’s website at BriansQuill and subscribe to his free public relations newsletter and receive his free report “Ten Key Components of a Successful Public Relations Program.”

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Tags: pr, spokesperson, company, media, interview

When you’re pitching a journalist about your company, product or you as an expert, tailor your pitch with a media outlet’s audience in mind, NOT just what you want to talk about.

Getting media results is readily accessible to you. That said, when you start a dialogue with the media, you really need to start with an understanding of why your company would be compelling to that reporter. They’re not going to write about you just because you’re great. Some might, but they’d still have to be the right beat, at the right outlet, working on the right story. The #1 pet peeve we hear from journalists is that they get contacted by people who have absolutely no idea what they cover.

Journalists hate it when you call them about something and don’t know what they cover. Why would you call a news editor about your food product, when there’s a specific editor at that newspaper that covers food?

There are so many different beats that journalists cover, and so many stories that they need to put out, that they don’t always have the capacity to find the information on their own. Yes, there are political correspondents and journalists who cover court cases and go out to war-ravaged countries. These are not the people you would call about your jewelry. But there are fashion editors and writers, or holiday gift guide writers, who would cover your company. Your job is to make your information and expertise as easy and accessible as possible for a journalist, so that they can find a way to cover your company.

And remember, it’s not an ad for your company. You need to put a “framework” to your product or you as an expert. For example, if you are a fitness expert, pitch yourself as a guest on your local news to talk about New Year’s fitness; or if you sell bubble wrap, make yourself the packing expert – tie in with holiday gift shipping; or with stories about people starting out eBay businesses and how to make sure the items arrive undamaged. There is a wealth of media opportunity, but you need to create the framework.

Additionally, you need to target the right contact AND the right outlet for your business. If you know that Ellen Degeneres has never had on a legal expert on her show, you either need to find a compelling editorial reason for her to do so, or you need to target an outlet that is more appropriate to your expertise and offerings.

Visit this site for more resources on how to handle your do-it-yourself publicity campaigns. Regina Novickis is co-founder of Media Tonic and this site. A seasoned public relations executive with more than twelve years of experience managing brand positioning, public relations and media relations efforts on behalf of consumer/entertainment clients, she has secured coverage for clients in every genre of national press ranging from USA Today, Wall Street Journal, Time and Newsweek, to Self, Marie Claire, GQ and Maxim, to “Entertainment Tonight,” “The View” and NBC’s “Today” show.

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Tags: media, publicity, company, journalist, coverage