“How has you organisations corporate social responsibility strategy been developed? has it been produced as a result of commercial one-upmanship or as a result of deep ethical foundations within the organisation? Politicians are in a cycle of ever increasing their environmental credentials over and above their opponents, but does this encourage voters to actually change the environmental impact of their personal lifestyle?

Nearly every day corporations and business organisations are declaring their worthiness with regard to social responsibility, food safety, environment impact, personnel health, safety and welfare, fair trade and ethical supply chains in a variety of reports and policy statements. Third party standards have also been developed that address many of these issues and organisations continue to increase the portfolio of certificates that they display in their reception areas and on their websites. What impact does all this have on the purchasing decisions of the consumers of their products and services?

Mahatma Gandhi said that “”An eye for an eye leaves the whole world blind…”" so does this suggest that the constant declaration of improved and enhanced corporate ethical credentials leaves consumers and customers non-plussed? Does the psychology of we will worry about the environment, employee health and safety, etc. when you do, leave us all inactive and weaken organisations by increasing their business risk? Consumers and customers must be able to trust the integrity of organisations and their brands and if this is based on claims and statements of intent then these criteria must be measurable otherwise performance cannot be verified and ultimately that trust may be lost.

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Tags: corporate, business, organization, vision, ethics

Ethics is all around us. Just turn on the radio or TV, open up a newspaper and you can read about how a variety of people are handling this critical issue of ethics.

Ethics originated from the Greek word ethos that means character. Today we use ethics to mean someone who demonstrates high character to positive behavior. Ethics goes to the heart of individuals’ behaviors.

With the political season in full swing, we can truly understand how ethics are the beating heart in business and in life as all candidates share their business backgrounds. I read an editorial discussing the right to vote in the Indiana primary and in this discussion stated “”Limbaugh with questionable ethics”". What is interesting this is the first time I have read this qualifier given in our area of Northwest Indiana where many of the elected officials have questionable ethics. One would think it would put the same phrase after the majority of those running for national office.

Another political ad that ran in the state of Indiana talked about how this candidate would not “”sell Indiana’s assets.”" The current Indiana governor, Mitch Daniels, did not sell state’s assets, but leased them.

Gov. Daniels borrowed a strategy from Mayor Daley (Mayor of Chicago, IL) who also leased a major highway. A lease allows the owner to retain all rights such as in leasing an apartment. This candidate’s business ethics not to mention business acumen and self leadership from my perspective are at best questionable.

Much emphasis is directed to business C Level executives who make millions of dollars compared to average workers. Yes, some of these C Level individuals are unethical. Others just worked really hard to get to where they wanted to go. Yet, it appears that those in private industry, Limbaugh included, are held to a higher standard than elected officials who are entrusted with the public’s trust. Does this really make sense?

The demonstration of self leadership through individual character and this includes business ethics should be consistent for everyone. This consistency begins with each of us as we conduct our daily business actions.

How is the leadership ethics in your organization? Get this free self leadership checklist.

Do you need some additional business coaching training services Then visit the business coaching training gym.

Leanne Hoagland-Smith coaches small businesses to large organizations and high school students to entrepreneurs to double performance by closing the gap between today’s outcomes and tomorrow’s goals. Please feel free to visit this site and explore how she can help you from the free articles to the improvement tips.

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Tags: corporate, business, organization, vision, ethics

Personal values may conflict with ethical decision making if those personal values are different than the organizational norms of the business or institution. These personal values could be rooted in religious beliefs or a family norm that shunned or promoted a certain concept. These could be insignificant to the organization but the nuance of that concept could start a domino effect that could cause distention among the corporate or institutional structure. Before a leader makes an ethical decision, they should make sure that the decision is based on the organizational norm rather than their own value system. A belief as simple as the idea that all negative behavior must be confronted could be against the corporate structure where some negative behavior is tolerated while others are discouraged.

A strategy of eliminating the chance for this conflict is simple communication. The leader should talk with their immediate subordinates or middle level managers and find out their opinions about the personal value and see if it is a conflict of interest. The middle managers should then ask their subordinates about the issue without disclosing the decision that should be made. The consensus of the ethical dilemma should provide enough information so that the leader can find out if the personal value is detrimental or not. With that information the leader can make their decision with a firm belief that it is ethical and their personal value is not reflected in it. If a person bases their life on personal values, then it is imperative that they uses a system of checks and balances to make sure those values do not conflict with the ethics of the company or organization.

Don Rainwater has written many articles on business and educational ethics. To view his books, products, and websites, please visit the website

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Tags: value, ethics, personal, religious, organization

If you look at what’s happening in the marketplace, you’ll see that even though we desire honesty and plain dealing, we’re still not winning the battle of ethics. Take a look at how people in our culture are currently trying to address the problem. They are:

* Asking Others to take on the Responsibility of Instructing Our Organizations about Ethics “It’s about evading punishment. Under US federal guidelines, companies that have ethics programs are eligible for reduced fines if convicted of wrongdoing.”
* Turning a Blind Eye to the Problem, or Insufficiently Reprimanding the Individual for Unacceptable Behavior Another approach is to “treat” ethical offenders when caught. If the environment – the systems and goals – of an organization encourages and rewards unethical behavior, then merely addressing individual employees’ actions will not improve the situation.
* Depending on the Laws of the Municipality, State, or Country to Address the Problem Some companies have given up entirely on trying to decide what’s ethical and instead are using what’s legal as their standard for decision-making. The result is moral bankruptcy.

Let’s apply these “solutions” to the network marketing industry. How do you think these solutions would be received within our global community?

* Would you really want to hand over to an “unknown” source how your business should be run and how your downline should be treated? I hope your answer is no. If you’re unsure of this answer, you may want to think about a career change.
* How about waiting until someone gets caught, even though you know that they’re doing something wrong. Is that the way you would want your business to be run, or to have your downline run their business? Once again, I hope your answer is no.
* Would you like to rely on the law to manage your business? Since most network marketing businesses represent global opportunities, relying on the law becomes next to impossible, if not reprehensible.

What do I mean by that? The last place a network marketer or the industry of network marketing, wants to leave their destiny is in the hands of any government.

The area of network marketing is the last bastion of free enterprise. It has broken down more walls and opened up more freedom opportunities to people on this globe than any other single business related idea to hit this planet. I implore you to fully understand the area of free enterprise, and once you do, you’ll fully understand the power of network marketing.

My next article entitled “Why it is Important as a Network Marketer to Make it Personal”will examine the concept of starting to make changes within the “home office.”

See you on the Beaches of the World,

Kevin McNabb

Kevin McNabb is the author of The Responsible Network Marketer Series. Chief Executive Officer of Toronto-based http://www.Global-Networking-Online.com He is a network marketer, author, freelance writer, and offers seminars, and Internet training programs on personal development for the network marketing industry. For more information on the topic of this article, please see at Here

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Tags: global, market, business, ethics, ethical, organization

Men cease to interest us when we find their limitations. The sin is limitations. As soon as you once come up to a man’s limitations, it is all over with him.

Emerson

Given the assault on traditional values, are we headed in the right direction with ethical leaders? This is a valid question to ask given the current circumstances of my organizations in America. The recent collage of scandals and unethical dealings by both government and business leaders has made everyone skeptical about today’s leaders.

There is a trust factor that has been lost between leaders and followers due to economic factors, such as technology advances and outsourcing. Some critics point to these factors as natural occurrences. Americans have seen similar issues in the past. What can be done to change this negative trend in ethics?

Organizations in the 21st century need to reevaluate their moral foundation in order to change. Why should organizations want to change their ethics? After the September 11th terrorist attacks in America, it was obvious that American institutions were vulnerable. Yet the aftermath of such tragedies have produced a spiritual void in America.

Obviously, this reality places more critical need for something different in America. I am not advocating infusing religion into a secular environment. However, organizations need to fill this spiritual void. First, leaders need to understand spirituality. The term spirituality relates to the spiritual need of humanity. Spirituality relates to people’s needs to discover their full identity as human beings.

Second, secular development and spiritual formation often run counter to each other. Building one’s awareness of his or her spiritual self is dealing with spirituality. The process of spiritual formation allows individuals to grow in a constructive manner. It encompasses emotional maturity, character development, and personal achievement; however, spiritual formation speaks to the need of discovery of destiny. Therefore, the notion of spiritual formation addresses the issue of personal development in a holistic approach by nurturing body, mind, and spirit.

Finally, applying spiritual formation in an era of cynicism may be an alternative in supporting good leadership values. Having the right values is critical in an organization. Everyone on a team is expected to get along and share common points, such as values. Therefore, leaders need to moral the way for good ethical conduct. Leaders are also responsible for mentoring these values.

Unfortunately, value formation and spiritual formation don’t necessarily correspond with the traditional Aristotelian model. In the past, traditional organizations have no room for spirituality of any kind. The supporting assumption is that well-run organizations are unemotional. Due to the turbulent pace of life and continued unethical behavior, contemporary leaders should consider embracing spirituality as a method to build better ethical organizations. Only time will tell if these will happen.

References:

Ashar, H. & Lane-Maher, M. (2004). Success and spirituality in the new business paradigm. Journal of Management Inquiry, 13(3), 249-260.

Kern, C. (2003). Creating and Sustaining an Ethical Workplace Culture, Pepperdine University.
King, S. (2006). The Moral Manager. Public Integrity. 8(2), pp.113-133.
© 2007 by Daryl D. Green

Daryl D. Green has published over 100 articles in the field of decision-making (personal and organizational), leadership, and organizational behavior. Mr. Green is also the author of four books, including More than a Conqueror: Achieving Personal Fulfillment in Government Service. Do you want to improve your life? Do you want to make better decisions? If you answer “”yes,”" then go to the ‘master decision-making’ website

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As the end of 2008 quickly approaches, now is a great time to put the finishing touches on basic tools that you will need for your marketing efforts in 2009. One of these tools is a boilerplate. Not sure what this is? Let me explain.

In public relations terms, a boilerplate is a statement that is placed at the end of a press release (or other public relations document). It simply and quickly covers the 5 W’s of your business, products, and services and lets the press and general public know what your business has to offer.

A boilerplate is usually no more than several sentences long so choose your words carefully. In essence, what you are doing by creating a boilerplate is taking your 30-second elevator pitch about your company and putting it on paper.

Here are a few key points to cover when drafting your boilerplate:

1. Include a short, clear description of your business (what you do, who you do it for, and why you do it).

2. If you’ve won awards or been recognized in any way, use stand-out words like “award winning” or “best-in-class” when describing your products and services. Also use any stand-out numbers about your business (e.g., more than ? products sold or more than ? customers served).

3. Avoid industry jargon that the general public will not understand.

4. List your company website or other online destinations so that people can learn more about your business.

Also note that you can have one boilerplate or multiple descriptions if you have a number of product/service lines. You will be pleasantly surprised at how your boilerplate will come in handy during your marketing efforts once it is completed.

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

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Tags: media, relations, press release, organization, marketing

Ebook writing is a simple process, but that does not mean it is an easy one. Writing requires planning and organization before the writing process can begin. If you spend some time thinking about what you are going to write and who your readers and audience will be, more people will want to read your ebook and the process of writing it will be more enjoyable for you as an author.

The first step in writing an article, ebook, or even a traditional book is to decide what you would like to write about. Think about what you are passionate about and what you know well. This could be something that you have had much experience in, such as your career or a hobby that is very special to you. Whatever you decide upon, begin to make notes and to do further research so that you will know as much as possible before you begin to write.

Making an outline will then be the next logical step in your ebook writing process. Decide what the main ideas are that you wish to convey to your readers and list them in a logical order. Next, make notes that describe each of these main ideas in more detail. These will become your chapters. Give this area a lot of time and thought so that you will be able to visualize what your ebook will be about in great detail and who the likely audience for your ebook will be. If you have a list of people that are interested in your topic, ask them what they would like for you to include in your ebook.

Find out how to get your ebook written NOW by visiting here, where you will receive free tips and a Special Report on writing and marketing your articles and ebooks.

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Tags: media, organization, write, plan, media relations

Creating buzz for keeping your organization top-of-mind to the media is the ultimate goal of public relations. So, how do you do it? The following are seven tips for carrying your organization’s message and image to the media.

1. It’s not just about promotion – it’s about supporting and managing your overall brand

From an integrated marketing perspective, public and media relations is one tool in the marketing toolbox. Whether you are talking about a brochure, program mailer, media kit, press release, postcard invitation, email blast, newsletter, web pages, or other communication piece, it’s all about engaging the customer through your brand. Listen to the customer and find out their objectives and issues. Then respond by addressing their marketing needs and opportunities.

When identifying which events, programs or initiatives to promote, consider which activities will support the strategic positioning of the organization. How can a press release support what the ad or collateral piece is trying to accomplish? What PR activities should the creative team be keeping in mind as they develop print and radio creative ads? What cross-promotional opportunities should all who work in the marketing function be thinking about? What elements of the organization’s signature boilerplate can be incorporated into your news releases or other PR materials? Which PR activities will best align with the point of difference of the organization? What PR tactics will produce high value vs. limited payoff?

2. Prioritize your PR efforts

A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!

Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.

Make sure your media materials line up with and support your organization’s strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization’s core mission.

Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.

As you develop the plan, always be asking the question: what’s realistic and doable, recognizing that you don’t have unlimited time and resources.

3. Be proactive

Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:

1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year.

2) Brainstorm on new types of segments to tease reporters and peak their interest.

3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns.

4) Be available. Respond quickly. There’s usually a narrow window of time to respond to reporter’s requests, so a less than quick response can cost you the story.

5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don’t need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.

6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.

7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they’re on deadline.

One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you’ll hear from them. Don’t bug ‘em.

4. Be armed and ready

Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.

When you’re sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.

5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you’ve read their publication or listened to their show. It’s gratifying when you do get a quick response about your story idea.

2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.

3) Find out which print publications and broadcast segments are the best match for the story that you’re pitching.

4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews — have a plan for both.

5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don’t get picked up. The press release, while the key PR writing vehicle, is only one component of an effective PR strategy. Think about the end goals of your project. The most effective way to get your message across may be to send a customized letter with a flyer highlighting your client’s program or initiative.

Instead of a release with a broad distribution, a better vehicle may be a calendar listing that goes out to a narrow, targeted print source. You may want to send a media alert a few days prior to an event to grab media attention. Consider community access stations’ message boards, public service announcements (PSAs) to local cable public affairs shows and regional radio shows, news stations’ websites, and other free website listings.

Be aware of timing. Generally, the timeline for newspapers and other short lead media is 3-4 weeks, the target for longer lead magazines is usually 4-5 months, and the deadline for local and community calendar listings varies with the publication. The earlier you can send in a release for inclusion in calendar listings, the better the chances that your story will prominent. If you miss the reporter’s deadlines, you’ve lost the opportunity.

7. Give staff the inside scoop

Don’t forget internal staff when getting the word out to the media about your organization. Employees need to know what’s going on, where the organization is going, and where they fit. An organization’s internal home page can include sections for print, radio, direct, on-site ads, as well as press releases. Web pages can drive staff to get updates on the organization’s marketing plans for the year.

Providing frequent updates on the company’s external site that would not be communicated to the general public also helps to engage staff and make them feel that they are key players within the organization. Include copies of advertising and indicate where the ads are running on the website, so that front-line staff is well informed to answer customer questions. Share key messages to be used consistently in written and verbal communication with staff, FAQs, as well as overall company messages. The message to employees is that we’re all ambassadors, not just the marketing and PR staff.

Public relations is the conduit to engage your audience with the product or service you are selling. While there’s always a tradeoff for not paying for your message to be broadcast, a PR campaign that focuses on building relationships and successfully building brand and awareness can be a powerful and credible force alongside your advertising efforts.

Noreen Kelly is a communications consultant with extensive corporate experience in public relations, internal communications, and change and transition management.

She can be reached at this site.

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Tags: public relations, strategy, organization, media, image

Most of us grew up with the concept of “Don’t talk behind someone else’s back”. A similar philosophy is “If you’ve got something to say, say it to their face”.

But this is not how the world works.

Especially when it comes to your clients and prospects.

In most cases you will be the last point of contact. Before they speak with you, your prospect will have asked their friends, colleagues, neighbours and advisors. And they will have reviewed your web site – all before they pluck up the courage to speak with you directly.

You see, people are generally scared of making decisions. And the bigger the decision, the more scared people get.

So they search for answers. For reassurance. For understanding. And for the confidence that they will make the best decision.

That is where word-of-mouth comes into play. Word-of-mouth is simply the act of one person speaking to another. It is natural – and unavoidable.

Some people say you can control word-of-mouth. As a marketing consultant I say that at best, you can try to influence it. Controlling word-of-mouth is a tall order for anyone. But you can be successful in guiding the development of word-of-mouth.

You can do this by:

Having a system to satisfy clients. Do a fantastic job.

Letting clients know you really care about the outcomes you provide. Be interested in their results.

Stay in touch with clients via reminders, newsletters, or personal contact.

Impress them so much that they will want to tell their friends and colleagues.

Tell them who would make ideal new clients for you.

Prepare your clients on what to say when they talk about you and your services.

And they will remember you when someone asks them for their opinion.

You can also attempt to activate referrals (referrals = word-of-mouth that results in someone contacting you) by using incentives of one sort or another. This needs to be done in a careful manner. You don’t want to pressure your clients, or offer what might be seen as inappropriate rewards. You don’t want to seem desperate either.

Importantly, don’t make the mistake of relying only on referrals for the development of your business. We all want business to roll in on it’s own. But we also know we need to guide the acquisition of new clients. We need to choose carefully. We need to develop new markets. Relying on word-of-mouth doesn’t always give us this power over our future.

When it comes to getting more clients – you really do want people to talk about you behind your back.

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. For additional marketing resources, including Stuart’s popular monthly newsletter, visit his Site

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Tag: public relations, strategy, organization, media, image

The United Nations has hit an all time low in their credibility in the past decade and they have been called everything from a Spy Organization to a meeting of the Scum of the Earth. But are all these labels fair?

Worse off will history repeat if their mission to United the World in a Common Cause fails? We all know too well what had happened when the League of Nations failed and a repeat in human history makes no sense for the forward progression of the species.

The United Nations obviously needs a little help with public-relations and or we need to replace the United Nations with the World Franchise Corp. and attempt to unite the world in a common cause using a common system of government and way of doing business which will unite all international trade unions, governments and NGOs.

It is time that the United Nations tell the people of the world that this species must unite in a common cause and stop killing ourselves. Likewise we need to tackle the problem of pollution, poverty and war along with anything else that plagues mankind’s forward progression.

Until the United Nations is able to do this, all the resolutions in the world will not solve the problems because they failed to act on the resolutions and orders they produce. It is time in the present period for us to look forward to future periods and get the blessing of all nations to move the ball forward down the field. Please consider all this in 2006.

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

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Tags: public relations, UN, credibility, organization, global

In this article, I will share three keys on how to gain not only new members, but also gain media/press coverage for your worth-while charitable causes, services, and events. This free publicity will lead to more community awareness of your organization’s activities and can lead to more donations, volunteers, and increased membership.

Key #1 – Media/Press’s Weaknesses

The press (i.e. newspapers and magazines) and media (i.e. TV and radio) are constantly getting requests for coverage. In order to improve your odds of coverage, there are two time periods to keep in mind: Hot Times and Cold Times.

The first period is known as Hot Times. This is when the press/media are covering a juicy story and will print or air anything even remotely associated with the topic. For example, during the Michael Jackson case, any lawyer could have called into a talk radio show and asked to give their two-cents on the trial. At the end of the commentary the attorney could have mentioned his/her name, firm, and phone number. The benefit was not only attracting new clients, but that he/she could then put on their marketing materials “As featured on X show” for added credibility.

An example of linking a product or service to a hot topic is the story of a restaurant in Texas. At the time, Bill “Big Tuna” Parcells was announced to be the upcoming coach of the Dallas Cowboys. The creative restaurant changed the name of their entrée to “The Big Tuna”. They sent out a few press releases, made a few phone calls, and got literally tens of thousands of dollars worth of free publicity.

Another example was when I noticed that a contestant on Donald Trump’s The Apprentice was fired for poor presentation skills. I then sent out a press release that read “Don’t Get Fired for Poor Presentation Skills, Join Toastmasters”.

The second period is known as Cold Times. This time frame begins Thanksgiving and ends January 2nd. The reason why this period is called Cold Times is because the press/media lose approximately 25% of their resources since big business and the government goes on winter vacation. That means that they have more blank pages to fill between advertisements. Why not use your story to fill those pages?

You may be asking yourself, what do I do or say to fill these stories? There are two books I recommend to use should you not be able to link your story to a hot topic. Celebrate Today by John Kremer and Chase’s Calendar of Events. These two publications show holidays you didn’t know existed. For example, did you know that July 3rd is Air Conditioning Appreciation Day?

Key #2 – Killer Press Release

Once you have an idea for a story, it is time to type it up. It’s important that the press release be in the correct format. On the top right, it should read “News Release”, followed by your contact information. On the top left it should say “For Immediate Release”. The headline is the most important part of the press release. It needs to be juicy. The whole press release should be only 1 page and double-spaced. At the end of the page, put 3 centered # signs to signify the end of the release.

I highly recommend that you use a cover page that states that your organization is a non-profit. The Radio Stations & Newspapers have to legally give Public Service Announcements (PSA). That is how I was able to get dozens of free newspaper articles and free radio commercials on NPR & WMTR for Toastmasters.

Now you have your own press release in your hands, but what now? You need to develop a list of fax numbers. You can do that by going to your county library and looking in their reference section for the following books: Bacon’s, Gebbies, Editor and Publisher, and Broadcast and Cable Yearbook. There you will find a wonderful list of contact information for magazines, newspapers, TV & radio shows. I recommend that you create a word document with just the fax numbers and get a subscription to Efax (www.efax.com). This software allows you to send faxes just like email, so you can easily send dozens of faxes with a single mouse click once you have your distribution list created.

Key #3 – Eliminating the Middleman

Now, the person on the other side of the fax is known as the “Assignment Manager”. In a word, this person is BUSY. They are listening to nine Police Bulletin radios for stories, the phone ringing off the hook, the fax is printing non-stop, and it’s their responsibility to send a dozen news crews out to cover stories.

More than likely, the Assignment Manager will throw away the press release you sent. I don’t tell you this to discourage you, but rather inform you of the reality. Sending a press release is like sending a message in a bottle. You don’t know if it ever made it to them.

To further increase your odds of coverage, I recommend you compile a list of publications and TV news stations you would like to appear on. You can then read, watch or listen to those to figure out what reporter would most likely cover your story. Reporters are like cops, they each have different beats. Some specifically cover homicide, while others just cover sports, still others cover community stories.

Before you pick up the phone, there is just one more thing to prepare….your pitch. Your pitch must be concise and to the point. For example, the civil war can be summarized in two sentences:

The North Fought The South. The North Won.

The reason why I share this with you is that reporters are busy and you need to be able to verbalize your story idea in under 30 seconds or less. Here is a sample conversation with a reporter:

“Hi John, you don’t know me. My name is Sam. I read your article on XYZ Topic and enjoyed it so much that it’s on my refrigerator door. John, I’ve been looking for someone to cover a story, and I hope I have found the right person in you.” At this point, then you would give your two sentence pitch.

Notice that I sincerely complimented the reporter. The fact that you took the time to research his previous work will endear you greatly. Should the reporter tell you that he is not interested, ask for a referral. Then, immediately call the referral and mention “John insisted that I call you”, then, pitch the referral. Mentioning John’s name makes you a warm-contact and they will be more open to your pitch.

The Publicity Blitz

The name of the game is perseverance. Although what I described in this article costs little, it will take time and effort on your part. Using this technique, I was able to help my Toastmaster club go from 1 guest per meeting to a high of 18 guests per meeting. That was how we ultimately went from 35 members to 50 members within 90 days.

In closing, it’s all about The Buzz. The juicier you can make the story the better. Reporters are people just like you and me. At the end of the day, they just want to do a good job and go home. You are providing them with a service by filling a need of theirs and in return, they will fill your need by giving your non-profit organization free publicity.

Sam Santiago is the author of Secrets of Business Promotion Revealed and is a respected authority on teaching others how to get publicity for their businesses and non-profits.

Visit Sam at publicityacademy today.

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Tags: pr, intervals, publicity, organization, non-profit