Picture this scenario

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

What a fabulous way to start the day…

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

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

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

But I know your message is different.

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

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

Three keys when pitching a producer:

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

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

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

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

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

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

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

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

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

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

Here’s the kicker…

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

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

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

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

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

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

But it doesn’t have to be this way…

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Tags: relation, public, advertising, pr

By now I’m sure you know the marketing value of a good press release. However, it is important to write a press release properly to ensure it will be given the necessary attention. The following steps will give you an acceptable format and include what media outlets expect to see in a press release.

As a good start, the top of the page should include all contact information, name, phone, complete address, email, website etc. It should then say News Release in big bold letters. On the left side of the page at the top state a date for the release such as ‘For Release on June 1, 2008′.

If your release is written in such a way that it could be run at literally any time of the year, it is referred to as “evergreen”. If that is the case you would state the preferred time of release as ‘For Immediate Release.’ In this way no matter when someone comes across your release they will know that it is worth reading and that it has not passed its relevancy date.

The next line should be the headline of the press release. The headline needs to be catchy, factual, and the bottom line of what the press release is about. Give the reader a quick indication at a glance on what they are about to read. The headline is usually slightly bigger in font 14 pt. or 16 pt. and the body 12 pt. In some cases the headline is bolded.

Begin the press release with a dateline. This includes city, state/province, date and a dash, and then begins into your lead paragraph. The lead paragraph should be one or two sentences giving the reader basic details on the story and motivate the reader to keep reading. There are two types of lead paragraphs. A summary lead is a few sentences key to what the story is about. A feature lead creates a hook to keep the reader wanting more.

One rule of thumb for a press release is to keep it to four paragraphs, always keep it brief. The first paragraph should include the most important facts, attributions and essential information. The second paragraph could include background information and names of sources. The third paragraph could elaborate on the first paragraph giving the detailed information. The final paragraph should include the most important information in your press release, which would be to contact you for more information. Don’t save your best stuff, story wise, to the last. You want to fire your big guns first in order to keep them reading.

Many people think that the sole purpose of the press release is to have it run as the story. That is just not the case. It’s true that you want enough information in the release so that it can stand on its own if the reporter is in a hurry or on deadline.

Ideally, your real goal for a press release should be to get the reader to be interested enough to want to follow-up and do a full interview with you. This will usually result in a bigger article or feature story and will often include photos.

Releases are scanned quickly so make sure they don’t have too much information that would cause them to end up in the circular file. This is not an exact science, but these key points will give your next press release a fighting chance to stand out among all the others that are competing for attention.

To your success!

Author Bio

David Mason is president of Mason Performance Development Inc., a Speaker, Trainer, Performance Development Coach and internationally best-selling author.

Find out more about David and how he can improve your results and be sure to take the complimentary Coaching Assessment Here.

Want FREE marketing tips? Sign-up for The Performance Development News it’s a weekly ezine for small business owners who want simple to use tips and hints to create Big Profits, guaranteed. Visit this site. Sign-up now and get the new Big Profits Bonus Toolbox as my gift to you!

This article is copyright protected but can be reprinted unaltered including the author bio and resource.

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A mother finds alcohol in her son’s car and runs an ad in the local paper to sell the car. On the surface it seems like a nothing story and something that might be somewhat common.

Yet within days of this classified running the mother is bombarded with interview requests from media outlets across the country.

Why? Well because of the way that the ad was written. It used words that the average person would not normally see in a car classified which is why it has generated so much attention.

I discovered a couple of days after seeing the story run that the woman is a professional copywriter. And now she is having news anchors across the world talking about how great her copy is written and people are able to see the effectiveness of the copy because of how much attention it received.

Well it gets better.

In her interviews not only does she promote her copywriting business but also a radio show that she is doing. These interviews are costing her nothing, yet she is receiving probably millions of dollars of free advertising.

So, how did she make herself a news story and become an instant celebrity?

I don’t know for sure, but I expect that one person was behind all this. Paul Hartunian.

Paul is the master at getting major publicity often times for free. He has taught people around the world how to get massive local, national and even worldwide exposure for themselves and their business. You can’t buy better advertising than you will get for free or very little money by making yourself a news story or tying yourself into a top story.

So have these media outlets be your salespeople. While everyone out there is fighting for market share, paying huge amounts for advertising and spending countless hours on SEO and other website methods, Paul is showing people how to do all this for less than the cost of lunch.

If you are serious about getting massive publicity for your business, Paul is someone you need to get to know.

Listen to Paul and take action on what he says. His methods work with every industry.

And follow in this woman’s footsteps and make yourself newsworthy and successful.

To our success,

Chuck Abbott

Chuck Abbott will be talking to Paul Hartunian as part of his weekly free teleseminar series called Follow My Success. More details can be found Here

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Tags: advertising, public, relation, great

Do you want to promote your business for free and give you the best possible chance of getting your business, product or service in front of the eyes of your customers? If so this article looks at how your press release should be presented to the media to ensure it:

1. Gets read
2. Gets acted upon
3. Doesn’t end up in the bin

The Format to Success and in particular how your press release should actually be presented to the media will give the best possible chance of success. You therefore need to focus on:

1. The Headline – you have to remember that the purpose of the headline is to get the journalists attention and to get them to read the remainder of the press release. The content of your press release may contain fantastic newsworthy information but unless the headline is strong it may never get read.
2. The First Few Paragraphs – journalists tend to like short paragraphs that grab their attention so the last thing you want to do is follow a killer headline with a block of text that they have to trawl through to find what you’re trying to say. The first few paragraphs should therefore focus on generating an interest in what you’re saying.
3. The Middle – journalists love facts and figures as they add real credibility to a release. Once you’ve therefore got their attention with the headline and first few paragraphs you should use the middle section to include any relevant facts and figures that will back up your release.
4. A Quote – a short quote from someone with something to say about the release (it could be you) is always a good idea. A quote gives journalists the chance to put it straight in the publication should they wish to. And providing it’s an interesting (or controversial) quote it shows them that if they want to contact you you’re likely to have something interesting and newsworthy to say. On this point the quote shouldn’t be too long. Just enough to maintain their interest and if possible leave them wanting more.
5. The End – The close of a press release is one of the most important parts but so many people end weakly and therefore miss out on coverage. The close has to include a clear, bold call to action. You have to tell the journalist who they need to contact and exactly how they can get in touch with you. Using something like “If you would like any further information please do not hesitate in contacting me” will not work whereas “To arrange an interview or for further information regarding (subject of release) contact XXXX at e-mail XXXX@email.com or call XXXXXX on 0191 XXXXXXX.

Other useful information on the format of a press release:

a. NEVER SUBMIT A PRESS RELEASE IN ALL UPPER CASE LETTERS. Some people believe it works as surely upper case means it’s important. WRONG!!! It isn’t easy on the eye and therefore it won’t get read. Use mixed case.

b. Spell check – I’ve mentioned this before but errors in grammar and spelling affect your credibility and potentially risk your release not being acted upon.

c. Length – Whether you believe it or not, size is important! If possible get your press release on one page (two at the most). Journalists don’t have time to read war and peace. That said if your press release doesn’t have more than one or two sentences, then the chances are it isn’t newsworthy.

d. Check it again – your press release is a chance to get exposure for your business so you want to make the right impression. Therefore write it, proof read it, get someone else to check it as well, rewrite it if necessary and make sure it says exactly what you want (and much more importantly, it says something of interest).

The truth is unless the format of your press release is correct the chances are you will never get your press release published (regardless of how newsworthy it is). Get great at public relations and see how small business marketing can help increase your profits and grow your business.

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

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

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

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

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Tags: business, marketing, relation, pr

Trade shows can be a real boost not only for finding prospects but for your overall visibility as an organization. Before you go though, you need to be well prepared. Good prep means finding the right audiences, setting realistic budgets, getting high-visibility booth space and determining who and what will be in your booth. Now is the time to think about using good public relations tools to boost your visibility and build your business. Here are a few items you may want to put on your to-do list:

1) Get the attendees roster in advance. Decide what constitutes a qualified prospect. Make a list of all of the companies you want to communicate with and assign each person on your team a share of the targets to approach. Ask show organizers, current customers and colleagues to make introductions on the floor.

2) Cultivate press proactively: Get the press list a week in advance if possible. Choose the top 10 reporters (start with trade publications your prospects read most). If you have news – or at least a product or service that is newsworthy – call ahead and try to set up interviews. If you have a news release or a factsheet, put a stack in the press room – a fat press kit is not necessary.

3) The “Show Daily.” Most big conferences distribute a daily newspaper or newsletter to attendees. If you have news, give the information to editors at least week ahead of time so they can publish it on the day you make the announcement.

4) Make your booth project professionalism and business. Don’t fall into a comfort zone of constantly chatting with co-workers. Invite interest. Open your booth physically as much as possible; make it easy for people to walk in without feeling trapped. Once they step in, tell and show them quickly what your product or service can do for them. If you have a tangible product, get it into their hands as soon as possible.

5) Take photos. Invite notables into your booth and snap their pictures surrounded by you and your staff in logo shirts with your booth in the background. These will play well on your Web site with a descriptive caption.

6) Make follow-up with attendees a fast but formal project for the team. Use contact information while it is fresh and prospects are still interested. Prepare a short template follow-up letter in advance and have it ready to mail-merge with your list of new contacts as soon as you get back. Send follow – up letters within seven days of the event.

7) Send a follow-up email to all registered reporters – even those who did not attend the show. Call the ones you made contact with, offer additional information and ask whether they plan to write anything. Keep track of potential articles so you will see them when they are published.

8) If it’s the right show, your competitors will be there. Now is a good time to see them up close. It’s not spying; it’s market research! Pick up their marketing materials and listen to their pitch. Nothing wrong with that — you can be sure they’ll be doing the same at your booth.

Robert Deigh is principal of RDC Communication/PR and author of “How Come No One Knows About Us?” (W Business Books), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a frequent speaker and trainer on media and PR topics. He can be reached on his website

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Tags: public, relation, win, trade

Most of us prefer to place our trusted business affairs, such as strategic outreach through public and media relations, in the hands of experienced practitioners. Whether with our attorney or IT vendor, our airline pilot or our accountant, we value experience when the job is complex and the outcome critical to our success.

This same principle applies to the selection of a public relations and marketing adviser. Effective public relations does not happen by gravitational pull; rather, it is the outcome of incisive strategy skillfully executed, managed and measured. It can be taught in school – but it is learned only through experience.

Public relations is commonly mistaken as the domain of generalists. At many firms, “paint by number” strategy drives “fill in the blank” planning to create “cookie cutter” campaigns. Although cookie cutters can rapidly create dozens of identical cookies, they rarely leave a distinct impression. They certainly cannot convey a firm’s unique value proposition.

Contrary to popular misconception, public relations with an impact is the discipline of depth. In today’s business world, successful practitioners are those who can step outside the box of traditional agency practice, and embrace the communications trends that are working today. Communication is no longer an arena in which businesses dictate their messages to consumers. Consumers, with multiple communications channels available to them, now have the power and the desire to form their own opinions based on a survey of the information available to them.

Indeed, media consumers now have the power to create their own messaging and counteract corporate messaging that they feel is inaccurate. This is a Web 2.0 world, which is being increasingly and consistently defined by consumers. Businesses who are not agile and able to modify their messaging and tactics to utilize and work with this trend will quickly become irrelevant to their markets and unable to expand their reach by targeting new market sectors available through emerging communications channels.

As such, effective public relations practitioners must be knowledgeable not only of their clients’ business models and areas of expertise, but also in target market behaviors with regards to media consumption. Practitioners must be able to utilize innovative, multi channel strategies to deliver messages to consumers with messages they will understand and through their media of choice.
Public relations professionals must develop the ability to integrate and consolidate all communications channels to reach target audiences, and understand the synergies that exist between all communication media. They must combine traditional marketing and communication experience with new technology and market research to create outreach strategies that are effective, relevant and cutting-edge.

This principle is demonstrably true in specialized, niche industry practices, including technology public relations, financial public relations and mortgage technology public relations, to name a few. Although clients in these industries retain a deep understanding of current technologies as means to solve specific problems, they often do not have the knowledge to utilize technology in a way that produces effective marketing and clear communications with their target audiences. In realms such as these, savvy communications experts who are independent of traditional agency “cookie-cutter” approaches and organizational restrictions can make a significant impact on behalf of their clients.

The Internet is truly the realm of small businesses and innovative solutions. Big box providers depend on their existing brand recognition and market penetration to do their marketing for them, leaving a huge vacuum of potential for smaller business seeking a competitive advantage. Smart public relations practitioners who understand how to utilize the Internet to support an overall integrated communications and marketing strategy will be poised for rapid success by connecting their clients to relevant messages through emerging media channels.

Public relations is a discipline of depth. All a savvy practitioner needs to succeed is an innovative approach and a depth of mind.

For more information on technology public relations, financial public relations and mortgage technology public relations.

DepthPR is an Atlanta public relations firm specializing in technology public relations, financial public relations and online integrated communications and marketing strategies for the technology and financial services industries. For more information on technology public relations, financial public relations and mortgage technology public relations.

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Tags: public, relation, pr, disciple, definition

You work hard to generate opportunities to speak to the press and media – you then need to ensure that you can deliver. Handle the interview badly and it could damage your reputation. So, what are the biggest mistakes you could make and how can you avoid them?

* Saying ‘no comment’ – As a general rule it’s safest to avoid the words ‘no comment’. This phrase suggests to any journalist who has been in the job longer than about ten seconds, let alone the audience, that you are guilty as charged. It’s like a red rag to a bull and it just encourages them to pursue that line of questioning – making it more and more difficult for you. It’s not unusual in this situation just to get stuck in a rut.
* Going ‘off the record’ – The phrase ‘off the record’ is often misinterpreted. It’s not unusual to find that journalists think it means one thing while potential interviewees think it has a totally different meaning. It’s best to avoid it at all possible – leave its use to your PR adviser. The phrase actually means that the journalist can quote you but will not give your precise identity. They can, however, give an indication of your gender, the organisation you work for, your job title and even the department you work in.
* Not preparing any key messages – If you haven’t prepared the key messages (the key points you want to get across in your interview) then you could be asking for trouble. The interview is a valuable opportunity to get your messages across. If you don’t prepare key messages then you really shouldn’t bother with the interview – it could do more harm then benefit.
* Not providing supporting proof and examples – Key messages are vital but so too are the examples, anecdotes and examples to use to support them. They add credibility and demonstrate that you know what you are talking about. No one wants to hear key messages repeated time and again but using examples helps you to convey your key points in ways that are more likely to be remembered.
* Not checking corporate information – The last thing you want to do, when speaking to a journalist, is give incorrect information. Your credibility will plummet if you have to call them back to correct something. It’s also essential that anyone in your organisation who is likely to speak to the press and media knows where to access up-to-date corporate information – size of organisation, number of employees etc. That information needs to be owned and regularly checked by someone.
* Talking too long – Don’t feel obliged to keep talking when in discussions with a journalist. Make your points and support them with examples and anecdotes. If you feel pressure to keep talking then just use more examples. The more you prepare for the interview the more comfortable you will be.
* Letting words be put into your mouth – Don’t allow yourself to be bullied by journalists. Be wary if a journalist makes a statement and then asks you if that is right. If you say yes then that could, in fact, be used as a direct quote.
* Ignoring body language – If you are meeting a journalist face-to-face then make a point of looking at their body language – that can help you assess whether you are maintaining their interest. Also, keep a careful eye on your own body language to ensure you are giving the right signals – try to be as open as possible.
* Logistics – Whether your interview is down the phone line or in the studio checking all the relevant details – time, where, live or recorded etc is essential. Mess that up and you could find that you have damaged your reputation and reduced the likelihood of being asked back.
* Thinking it’s over – If you are being interviewed over the phone or in a studio then never assume the interview (and any recording) is over until you are back in the office or at home with your cup of coffee. Many a time interviewees have been caught out by thinking that they are ‘off air’ only to come out with a comment that has ruined all their good work.

Always be sure that giving an interview to a journalist will help to contribute towards achieving your PR and business goals. There must be something it for you. Handled well and you can build up a reputation as a reliable and useful contact – exactly what journalists are looking for.

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

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tags: media, public, relation, journalist

You work hard to generate opportunities to speak to the press and media – you then need to ensure that you can deliver. Handle the interview badly and it could damage your reputation. So, what are the biggest mistakes you could make and how can you avoid them?

* Saying ‘no comment’ – As a general rule it’s safest to avoid the words ‘no comment’. This phrase suggests to any journalist who has been in the job longer than about ten seconds, let alone the audience, that you are guilty as charged. It’s like a red rag to a bull and it just encourages them to pursue that line of questioning – making it more and more difficult for you. It’s not unusual in this situation just to get stuck in a rut.
* Going ‘off the record’ – The phrase ‘off the record’ is often misinterpreted. It’s not unusual to find that journalists think it means one thing while potential interviewees think it has a totally different meaning. It’s best to avoid it at all possible – leave its use to your PR adviser. The phrase actually means that the journalist can quote you but will not give your precise identity. They can, however, give an indication of your gender, the organisation you work for, your job title and even the department you work in.
* Not preparing any key messages – If you haven’t prepared the key messages (the key points you want to get across in your interview) then you could be asking for trouble. The interview is a valuable opportunity to get your messages across. If you don’t prepare key messages then you really shouldn’t bother with the interview – it could do more harm then benefit.
* Not providing supporting proof and examples – Key messages are vital but so too are the examples, anecdotes and examples to use to support them. They add credibility and demonstrate that you know what you are talking about. No one wants to hear key messages repeated time and again but using examples helps you to convey your key points in ways that are more likely to be remembered.
* Not checking corporate information – The last thing you want to do, when speaking to a journalist, is give incorrect information. Your credibility will plummet if you have to call them back to correct something. It’s also essential that anyone in your organisation who is likely to speak to the press and media knows where to access up-to-date corporate information – size of organisation, number of employees etc. That information needs to be owned and regularly checked by someone.
* Talking too long – Don’t feel obliged to keep talking when in discussions with a journalist. Make your points and support them with examples and anecdotes. If you feel pressure to keep talking then just use more examples. The more you prepare for the interview the more comfortable you will be.
* Letting words be put into your mouth – Don’t allow yourself to be bullied by journalists. Be wary if a journalist makes a statement and then asks you if that is right. If you say yes then that could, in fact, be used as a direct quote.
* Ignoring body language – If you are meeting a journalist face-to-face then make a point of looking at their body language – that can help you assess whether you are maintaining their interest. Also, keep a careful eye on your own body language to ensure you are giving the right signals – try to be as open as possible.
* Logistics – Whether your interview is down the phone line or in the studio checking all the relevant details – time, where, live or recorded etc is essential. Mess that up and you could find that you have damaged your reputation and reduced the likelihood of being asked back.
* Thinking it’s over – If you are being interviewed over the phone or in a studio then never assume the interview (and any recording) is over until you are back in the office or at home with your cup of coffee. Many a time interviewees have been caught out by thinking that they are ‘off air’ only to come out with a comment that has ruined all their good work.

Always be sure that giving an interview to a journalist will help to contribute towards achieving your PR and business goals. There must be something it for you. Handled well and you can build up a reputation as a reliable and useful contact – exactly what journalists are looking for.

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

Debbie Leven – Profile Matters Ltd PR Consultants UK

Article Source

Tags: media, public, relation, journalist

I think it’s a real shame how so many business owners agonize over the proper format of a press release. What’s important about a document that is supposed to be both informative and persuasive is the content, not the layout.

Should it have some semblance of order? Absolutely. But that should not be the author’s first priority, particularly when the great majority of them end up in one of two places: The recycling bin or an editor’s deleted items folder.

It’s not that assigning editors don’t want news or that press releases aren’t effective. They can be very effective when done right. But most are formatted in such a way that’s counterintuitive to the sender’s end goal. I can’t tell you how many press releases I’ve come across that had more information about the company’s founder or sponsors, than the event or service they were trying to promote.

That leads me to my list. Here are five things I hate about press releases.

1. They are too long.

2. They bury the lead, or put the most crucial information in the middle of the document.

3. They provide too many details.

4. They don’t provide context or tell me why the event/subject is significant.

5. They can be too formal.

If you’re guilty of even “one” of the above, you could be your own worst enemy. So before you send out your next press release, keep those five items in mind, and ask yourself what changes you can make to avoid the dreaded recycle bin and deleted items folder, at all costs.

Angela Connor has 15 years of experience in print, broadcast and online media. She has has been the driving force behind local television news coverage in major markets, including Cleveland, Tampa, West Palm Beach and Miami/Fort Lauderdale. She is currently the Managing Editor for User-Generated Content at CBC New Media/WRAL.com. Angela enjoys providing business owners with information that will help them gain a better understanding of the needs of local media, and increase their chances of getting coverage.

You can visit her blog here

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Tag: PR, press, release, relation

As a Guerrilla Marketing Coach, I’m a strong believer in implementing free or low cost strategies to publicize your business. As a start-up, with cash flow being slow or non-existent, it’s imperative to find ways where you can gain visibility without spending a lot of money. These tips and tricks are just a sampling of some of the creative ideas you can use to generate publicity now! Try a few to find out which ones work best for you.

1. Publicize With a Press Release

Go to www.prleap.com and sign up for a free account! Cultivate a habit around issuing press releases about newsworthy items related to your business. Use them to announce new additions to your staff, a new book you’ve published, an upcoming workshop or seminar, or the availability of an e-course. Don’t let this wonderful and free opportunity pass you by. In fact, you should make an effort to create some sort of consistent buzz around your business which you can share through a regular press release campaign.

2. Write and Publish Articles Online

Write articles and submit them to websites like Ideamarketers, Goarticles, or Ezinearticles. These websites, in turn, offer your articles, for free or fee, to other online newsletters or ezines. As a result, your articles are spread throughout the internet. You can include a captivating byline, complete with your contact information so any inquiries will be directed back to you. If you don’t like to write, hire a ghostwriter. Publishing articles online is a fast, quick, and free way to spread your name everywhere. Writing is a wonderful way to increase your visibility and credibility with your target market.

3. Craft a Captivating Email Signature

Each time you send an email, you have an opportunity to generate free publicity. Make sure your email signature includes the basics such as your name, company, telephone number, fax number, and email address. Consider adding other information to capture the attention of readers — like a catchy slogan, a link to your blog, or your Skype address. Better yet, if you have a new seminar to offer or you’ve written a book, an e-book or an article, include a line about each of those as well. You might want to experiment with different typestyles and colors, but don’t go overboard. Your primary concern should be readability and to provide useful information. Dress up your email signature and make every email count!

4. Write a Newspaper Article or a Column for Your Local Paper

No matter what your niche, you can always find something interesting to write about. Newspapers editors regularly look for filler for their papers, so if you have something interesting to share, consider presenting your idea to your local paper. It’s best to have several examples of your writing on hand as most of them will request writing samples. You may even consider offering a proposal to write a regular column. Again, check with the editor about the types of stories or ideas he or she is looking to promote. Most likely, you won’t be paid for your contributions, but you’ll probably be supplied with a byline that includes your name and contact information. This is a great way to receive free publicity in your local community. If you write a weekly or monthly column, there’s always a chance you may end up in syndication, with your articles being picked up by newspapers nationwide. Also, don’t hesitate to contact papers outside your local geography. Papers across the nation and the world are always looking for high-quality, well-written content.

5. Contact your Local Talk Radio Station

Local talk radio stations are always looking for interesting people to invite as guests. In order to receive an invitation, you must have something captivating to talk about. Think about how you can relate your product or service to health, wealth, happiness or relationships — four primary areas heavily promoted on talk radio. What’s unique about your product or service? What interesting way can you position yourself as a guest? Keep your eyes and ears open to current events, celebrities in the news, and upcoming holidays to see how you might relate your business to what’s happening in the world around you. If you can find the right angle, rest assured that radio hosts will be eager to speak with you! Radio is a wonderful medium to publicize your company to the masses.

Tara Alexandra Kachaturoff is a business consultant, writer, speaker, Certified Guerrilla Marketing Coach and the creator/producer/host of Michigan Entrepreneur Television. Drawing on over 15 years of corporate experience, she coaches executives, professionals, and entrepreneurs on business and lifestyle issues and has been featured in print, radio and television. Her websites include VirtualLeverage, Tarakachaturoff, and Michiganentrepreneurtv

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Tags: public, relation, promote, business

Some say Ivy Lee invented the news release in 1906. But since its invention, a news release only rarely has scored anyone a placement in the New York Times. But, as we have discussed before, the news release is not dead. It has evolved into a powerful tool for publicity and driving web traffic.

Written and distributed correctly, a news release can provide a real boost to your online PR program. How so, you ask?

Linked Up. Properly implemented, an optimized press release campaign can lead to high quality one-way links to your site. Many of the links will be from sites with a high Google Page Rank, which boosts the credibility of your site in Google’s eyes.

Search Me. Once your release is distributed to online media points, it becomes part of a searchable database of information about you and the keywords you have built into the release. This improves your organic search results. Look at this search for My Creative Team as an example: http://www.google.com/search?q=my+creative+team&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a

The “A” List. About 70 percent of Americans get most of their news online, and Yahoo! News is the most highly trafficked website online today. Properly optimized, a news release can receive very high placement in places like Yahoo! News, MSN News and Google News. Residual web traffic to your site can continue for as long as 30 days if you make it high on the list.

ROI. News releases are cost-effective vehicles for increasing exposure, web listings, and building brand awareness for your organization. Using low cost services like PRWeb.com, my news distribution portal of choice, allows you to bypass the media filter and go directly to consumers interested in your topic. PRWeb releases are syndicated by thousands of sites, increasing your reach. So, your return on investment is higher with a press release than with advertising.

Finally, if your release contains something really newsworthy, you might even get a call – or a pick-up – from the media. That used to be the measure of success for a news release. Today, it is just a bonus.

Harry Hoover is a partner in My Creative Team. He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Bank of Commerce, The Bray Law Firm, Brent Dees Financial Planning, CruisingTheICW, Duke Energy, Focus Four, Levolor, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.

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Do you ever notice or even pay attention to how many times your competition appears in the media? Did you ever wonder how or why the same professionals are interviewed as experts in the media? Do you realize the positive impacts that can result from your visibility in the media? Well, if you have noticed and do realize the potential benefits of media attention, what have you done about it?

If you want to increase your visibility in the media, then you must commit to implementing some simple strategies to do so. Your strategic thinking business coach offers the following seven (7) simple strategies to gain media attention and visibility.

1. Make yourself and your company more visible to the media by speaking, writing articles and volunteering.

2. Get your name and the name of your company on the Internet. This will increase the probability of being contacted by the media.

3. Write letters to the editor on topics you know something about and can provide some insights and useful information.

4. Commit to establishing yourself and your company as a media resource, an expert on certain topics, so they will consider contacting you when doing stories on those topics.

5. Write and submit news releases and/or media alerts to the print and broadcast media.

6. Write tips articles in an interview format with you featured as the expert on a topic you know well and submit is as a news release.

7. Create and send a media kit with a biography, photograph, background information on your company, samples of other interview and a news release.

Always remember that it is not the media’s job to promote you and your company. However, if you can help journalists by providing valuable content of interest to their audiences, you will get attention. On the other hand, if your approach the media with the idea that they will simply present your advertising message, you will not get the kind of attention you are seeking, Instead, you will continue to see those other professionals and their companies in the news!

Your strategic thinking business coach encourages you to use strategic thinking in the development of your strategic media relations. If you would like to learn more about attracting media attention, gaining positive visibility in the media and how a strategic thinking business coach can facilitate and guide you in that endeavor, please contact Glenn Ebersole today through his website.

Seven Simple Strategies To Increase Your Visibility In The Media
By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group ™

Glenn Ebersole, Jr. is a multi-faceted professional, who is recognized as a visionary, guide and facilitator in the fields of business coaching, marketing, public relations, management, strategic planning and engineering. Glenn is the Founder and Chief Executive of two Lancaster, PA based consulting practices: The Renaissance Group, a creative marketing, public relations, strategic planning and business development consulting firm and J. G. Ebersole Associates, an independent professional engineering, marketing, and management consulting firm. He is a Certified Facilitator and serves as a business coach and a strategic planning facilitator and consultant to a diverse list of clients. Glenn is also the author of a monthly newsletter, “Glenn’s Guiding Lines – Thoughts From Your Strategic Thinking Business Coach” and has published more than 250 articles on business.

To find out more about the benefits & rewards of effectively working with a strategic thinking business coach, please contact Glenn Ebersole through his Website.

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Issue a Press Release – An oldie, but goodie. The trick is to make sure your press release is a newsworthy event. For example, starting a new newsletter is not necessarily a newsworthy event (but it might in certain niche markets for smaller publications). Issuing a press release about a large donation you are giving, complete with relevant background story might be newsworthy. It all depends on your target audience and the publication(s). Editors pick up press releases if they think there is news for their readers. They do not care about you or your company. Your press release must be framed that way. “What’s in it for me” is very relevant here.

Create a Newsworthy Event – Here’s an idea that a local stereo and electronics store did that would qualify for a newsworthy press release:
# They arranged a “superstition obstacle course” on Friday the 13th in their parking lot, complete with ladders to walk under, a roaming black cat, mirrors to break, umbrellas to open indoors, etc.
# They called all the local radio stations and invited their morning personalities to come down and take the obstacle course challenge.
# One radio station took them up on their offer, and broadcast live from the event.
# The result was that tons of people came down to their store to watch and take part. And of course pick up some gear or supplies while they were there. And that, of course, not only provided a boost in sales for that day, it brought in new customers and generated lots of “word of mouth” advertising for them.

Any business can do something like this; I don’t care if you’re a conservative lawyer or accountant. The key is to find a theme and run with it. There’s no reason why a jeweler or restaurant couldn’t do something like that for Valentine’s Day. Or a local Irish pub could do for St. Patrick’s Day. Or any retail outlet for Christmas. The list goes on and on.

to be continued….

Nicholas Tan
We provide free articles and information on lots of diverse topics.

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Tags: tactic, relation, public, advertising

Today, Indians are a force to be reckoned with. They have made their presence felt in every field. When we talk of the Indian press during media training, we see that Indian reporters have a significant influence, especially in business media.

A large number of business reporters with Indian roots are internationally prominent. Consider CNN’s Senior International Correspondent Satinder Bindra based out of New Delhi. He is responsible for the Network’s coverage of India, and the South Asian region; Tunku Varadarajan is currently editorial features editor at The Wall Street Journal. He is a former chief TV and media critic for the paper and columnist for OpinionJournal.com, a WSJ sister site. And many more.

So, what is it that makes the Indian Reporter tick? How can we strike a chord with Indian reporters? Here are skills it would be wise to practice in media training.

Tips on Dealing With Indian Reporters

* Honesty really is the best policy in this context. Be straightforward and factual. Indian reporters are a professional lot, aggressive and know how to find the underlying cause of an issue.
* Getting an Indian reporter to trust you can be a tough job. Confidence, authenticity and being down-to-earth work a lot better than false pretenses with the India media. Never make up an answer! They will check your assertions.
* It is quite all right to address the Indian reporter by his or her first name. There is no need to be excessively formal.
* There is no such thing as telling a reporter something off the record. (If you are not already aware of this, it will be drilled into you during media training.) Indian reporters are no different. Don’t say anything you wouldn’t want to see in print or have aired on television! For a typical Indian, the most preferred source of information is television, newspapers, radio, and news magazines, in that order.
* Treat the Indian media with respect and friendliness.

Indian journalists reflect a tough work ethic; they are comfortable with the English language and adjust comfortably with the western culture. They do not hesitate to go the extra mile to get their information. With their theoretical thinking and analytical mind, Indians have a global presence. They are patient by tradition, good listeners and sharp witted.

The Indian Press has the reputation of being among the best in the world, which is evident by the professionalism exhibited by the Indian journalists. The people of India are media savvy and have exposure to various forms of media. Investigative reporting has become quite prominent in India.

One such example is the sensational and controversial “Tehelka” issue where investigative journalist Aniruddha Bahal and his partner Mathew Samuel spent seven months posing as arms dealers and exposed top Indian officials and army officers taking bribes.

In an operation unparalleled in Indian journalism, Bahal paid bribes exceeding 21000 USD to India’s top ruling politicians and senior army officers to push for non-existent arms, secretly videotaping every transaction. This is probably why journalists play such an important role in influencing public opinion on vital issues – they believe that public opinion and interest are more important.

Lou Hampton is president of The Hampton Group, Inc., a Washington, DC firm specializing in media training, speech coaching, and message development. For tips, tricks, and techniques on how to communicate as a leader, go to Lou’s blog

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Tags: public relation, relation, international, media

Thousands of documents are published each day on news release sites, including Google News, Yahoo News and MSN. If you take a close look at them you’ll notice they are not properly categorized and sometimes you get rather irrelevant stories for a particular topic. This shouldn’t come as a surprise. As the search results, the news results are fully automated. There’s no human editor to create what you would call “a logical structure” in each main category. If you look for LEDs you might get news or stories about Led Zeppelin. Not such a relevant result for the optoelectronic industry! Therefore you’ll need to write your press release in the best way possible to achieve visibility and reach the needed public.

Writing a Press Release for the Web

It may come as a surprise, but the most experienced copywriters don’t know how to write a press release for the web. It takes a public relations expert to do the job right. Most press releases online look like being written lyrically. Instead of sending a message loud and clear, their writers were busy creating pieces of prose. If you choose such a writer you waste your money. Period.

Here are some errors you should avoid:

* Too long sentences (Writers love long sentences. They feel like these prove writing skills and make the story more…”professional”).
* Too short sentences. This happens when people try to respect the “keep it simple” principle, but deliver a formless message instead.
* Use of repetitions and abstract terms. Your message should be plain and clear. Concretized.

And this is how you should “build” your press release:

* Attract your reader with an incisive title – this is the most important sentence in a press release.
* First paragraph explains why the press release is newsworthy.
* Second (and where necessary third, fourth) paragraph is the content of the press release.
* Last paragraph concludes the story.

Press Release Optimization

* Why? As clarified earlier above: to enable newsworthy information about your company and your products achieve visibility and reach the wanted audience.
* How? By optimizing the micro content (title) and the macro content (press release body). Optimizing web pages is not the same.

Now let’s focus on the “how”. What you need to do is decide on a keyword phrase that is relevant for your area of expertise or your product. This should not be the most relevant keyword phrase to you, but to your readers. And this is a difficult choice. You could check the keyword phrase at overture.com and see how many searches it produced for a particular month. Then go for the more suitable keyword phrase – in this case you’d want to target what people look for (but don’t deviate from the main idea of your press release).

For example, if you run a small, rather nameless, company and you’ve developed a new SEO software (with some proven results), don’t use the just the name of the software in the title of your release. Write, for example “SEO Software XYZ Released – With New Website Promotion Tools” (That is if your software includes new website promotion tools. If not, just write the most important benefit, to grab readers’ attention.)

Don’t use a title like “Company Releases Amazing XYZ for Top Rankings”. This title says nothing newsworthy about your product. The “amazing” and “top rankings” touches will bring you traffic and customers only if you are lucky and some of them start reading a story with such a title. Readers are tired of clichés and pompous words.

Repeat the main keyword phrase – “SEO software” in this case – three-four times within your press release.

One Last Optimization Must: The Printed Media

Outstanding press releases do get enough public attention, not only from random readers, but from journalist as well. They might consider your story newsworthy enough for the print media. It is a good practice to include photos and other enclosures (where necessary) to help the journalists work on it faster and have it printed. And it is in your best interest to use all possible communication channels to deliver your message. So when you write a press release for the online media, have three aspects in mind: readers, search engines and print. Journalists will edit your press release for printed publications, but if you already provide all the information and enclosures they might need, you’ve done your job right.

Mihaela Lica is a freelance PR consultant working for German companies such My-tronic GmbH and Diskret Detektei, Mueller Facility Management. She is the founder of Pamil Visions and eWritings- the place where beginners and professionals can find useful tutorials on online public relations, SEO, web development, web writing and much more.

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Tags: relation, release, principle, press

One of the fastest and most cost effective ways to let others know about you, your services, and your products is to generate media visibility. Print, radio, TV, and the Internet can deliver, even broadcast, your message to countless people in your local community and beyond.

How do you get media visibility? Because media visibility involves news coverage, you need to determine, develop, and deliver news angles that are of community interest. You may want begin by hiring a public relations (PR) professional, who can help you discover news angles and media approaches that reflect both your business image and your budget. Even a budget-conscious do-it-yourselfer who ultimately wants to handle most of the PR tasks his- or herself will benefit from working with a PR expert who knows firsthand what the media considers news and how they like that information to be presented.

Here are five recommendations to consider when approaching the media for news coverage. These suggestions are designed to keep you on track with what the media wants. They will help you steer clear of the “look-at-me” trap that many fall into when they begin the process of securing possible news coverage. The “look-at-me” message is better suited for advertising than news. Remember that TV news editors and anchors, radio news directors and talk show hosts, and print reporters are looking for community news — what’s happening that is of interest to the communities they serve. The news angle you present to the media should reflect what is authentic about your place in the larger community. For example, how does your service or product improve the lives of others? How do you give back to your community? How have you helped others improve their lives or reach their dreams?

Here are five ideas to get the media wheels moving in your direction:

1. Pitch feature stories to selected media about actions you are taking to raise funds for public or other community-related programs that show how you fit into the community where you do business. Is there a cause or organization that you care about? Is there a link between them and the work you do?

2. Pitch profiles/news stories about local (or national) celebrities/personalities (even interesting board members/volunteers, etc.) related to community-related projects you are working on or have worked on.

3. Pitch client success stories that are uplifting and/or relevant to current news topics. In this way, your client “talks” for you. For example, after learning that your community will most likely experience an earthquake or other natural disaster, you may donate one of your water filter systems to a local senior center or day care to make sure their water remains drinkable in an emergency.

4. Sponsor a local radio or TV program. Underwriting a particular show or program will have the added advantage of linking you up in the listener or viewer’s mind with the show host or program theme. This could also include having your employees and friends volunteer to staff the phones at your local Public Broadcasting Service radio or TV station during a pledge drive.

5. Establish a community award in recognition of someone else who contributes to the community. Generate nominees, reward the selected winner with product and/or services, and then notify the press when the award is given. Possible award topics: Inspiration Award, Humanitarian Award — you get the idea.

You can and probably already do make a difference in the lives of others. So go ahead and let the media know. As author and radio show host Wes Nisker of “Crazy Wisdom” fame says, “If you don’t like the news, go out and make your own.”

Get visible!

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Karen Pierce Gonzalez – EzineArticles Expert Author
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Tags: public, relation, press, release

Public relations and brand goodwill is something that Corporations live or die by. If their product stays in the minds of their potential future customers they sell lots and their quarterly profits and shareholders equity remains high. If not the competition takes their market share and they die on the vine. Now lets look at a Super Model, there image and ability to stay in the minds of those who hire them is very important. More importantly they must be popular with the end viewers, if not there value will diminish.

Handling the public relations for super models is a job that is so different to any other type of marketing job or even public relations effort that there is really no way to train for it. Sure there are many lead-in type careers in the glamour industry to prepare one for how things work in that industry, but the world of Super Models is all about events, gossip control and having the right contacts in the print media, Television and Internet to make it all work.

Keeping a positive light on a Super Model is not easy and crisis management and paparazzi control are all part of the game and things happen in real time and in Internet time, in time zones all over the world. These supermodels might be in New York one night and China the next and for the public-relations specialists, which control their destiny there is no sleep for the wicked. Please consider all this in 2006.

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

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Tags: public, relation, beauty, model

It seems that most folks I talk to these days want to build their business by word of mouth. That stands to reason. Word of mouth implies maximum acceptance by prospective customers and clients and minimal investment on part of the business. But how on earth do you get word of mouth started?

One is to follow The Rule of Threes, a time-tested public relations tool. The Rule of Threes is a way to start a buzz; that is, a way to seed a conversation about your work among your prospective clients and their networks. Here it is in a nutshell.

1. Decide who you want to be talking about you and your work. Who should be buzzing in order to bring you new work? Distill this to a few words, for example, “independent professionals who are cultural creatives.” This is your target market.

2. What do you want them to be talking about? Example: “business coaching for people with heart.”

3. Ask friends, colleagues, and acquaintances to think about what people in your market niche would be looking for when they consider investing in your products or services. To continue our example, you might ask, “What do you think a cultural creative service professional would look for in a business coach?” Keep asking until you come up with at least five attributes.

4. When you have five or more attributes, look for three that are both true about you and that have the most “juice” or energy for you. Use these as the basis for your Rule of Threes practice. For example: “Practical knowledge of what it takes to succeed; works in a way that honors mind, body, and spirit; well respected in his/her field.”

5. Here’s the three’s part: Choose three ways to tell the world that you have these three attributes. For example, you might send a postcard to your network, post fliers for special events, and write a monthly column for a local newspaper. Repeat these measures three times over a period of three months and you will seed a buzz that will bring new work to your door in four or five months.

Implementing the Rule of Threes takes time, attention, and some creativity. However, it does not rely on costly advertising nor does it require you to use techniques that are unnatural to you. It’s not an instant solution, but it works. If you start today, in four months you could have the kind of clients you dream of showing up wanting the work you do best. Isn’t it time to get started?

Molly Gordon, MCC, is an internationally recognized business coach, writer, workshop leader, frequent presenter at live and virtual events worldwide, and an acknowledged expert on niche marketing. Join 12,000 readers of Molly’s Authentic Promotion® ezine, and receive a free 31-page guide on effective self promotion.

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Tags: public, relation, pr, talk

If you want to get media publicity, and if you want a sure fire way to prevent your press release from being ignored or tossed in the garbage, then listen to this:

A little while back I interviewed a true marketing genius who has sold over 500,000 special effects cookbooks (i.e. volcano cakes, etc) — many of which have been sold as a result of using nothing but free publicity.

And one of his “secrets” for getting so much media attention is his special way of sending out his press releases.

Instead of faxing or emailing them, he puts his press releases in a big red envelope and uses a thick black magic marker for the return address. And he just writes in big letters all over it so that the envelope really looks special.

The key, he says, is to use a big red envelope, 8 x 10, #10 and be completely outrageous.

The reason this works is because it’s the equivalent of a guy wearing a big goofy red suit and walking into a room full of people who are wearing blue or gray suits. You’ve got no choice but to notice him, see what he’s up to, and see what’s going on.

And you know what?

This guy I talked with has never had a problem getting publicity. Even though he sends it to basically the exact same media people each and every year.

Michael Senoff is a sought-after Internet marketer, interviewer and business coach with more than 50,000 students on four continents. For a limited time he is giving away free over 120 hours of in-depth audio interviews with some of the richest and most successful marketers, copywriters and business experts in the world at his famous website.

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Tags: relation, media, corporate, pr

If you run a mobile oil change company then there are not a lot of ways to promote public relations in the community. And yet with a little creativity you can design a Public Relations Program for your Mobile Oil Change Company. Let me explain what we did in our company to re-position our selves as a community based business and still give back to the community, which has served us so well in past.

We decided to do the usual things such as join the chamber of commerce, sponsor a soccer team and buy a 4 X 8 plywood back board for the main city park little league diamond, where the city championships are played. All businesses should do these minimum things. Yet our franchisee needed more. So, we made a new program.

Our mobile oil change franchisee told all the churches that they would do free oil changes for senior citizens who could not do their own if the Church paid for windshield wipers so the seniors could drive to church when it was raining. The plan worked great and then God intervened to thank us. Each time we did this the entire congregation either became our best referral service or the folks signed up themselves for our services.

The moral of the story here is to be creative, give back to the community and use proper public relations to position your company as a community based business. Show you care for your town and community and they will most likely return in kind; that is to say they will show you their appreciation by partaking in what your business offers. Consider all this in 2006.

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

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Tags: pr, relation, public, online

You may think that writing press releases only works when you have important news to share or company announcements to make and that is wrong! You can write and submit press releases at anytime which will get published if you put an interesting slant to what you are submitting.

Here are some interesting ideas to help get your press release picked up by the media:

1. Write a story about how your business fills a void in your community or solves a problem that is plaguing a lot of people.

2. If your company has a focus on charitable contributions, write up a press release about what your company is doing to help in the community.

3. Tell your story – whether you came from nothing to rise to something big or if you’ve built up your business with a personal struggle, write it!

4. Relate your story to what is happening today – watch the news, check out what the “hot topics” are and find a way to spin your own story from that.

By writing and submitting a press release to the media, you’ll receive free publicity and the best part is that most consumers will read an article before they’ll look at an advertisement. The idea behind that is consumers believe that a press release is written because there is an important story to read and they believe that advertising is simply paid for, a message from the company, and may not benefit them in any way.

Writing a press release isn’t a daunting task – most press releases really follow a basic template and once you write one, you can just copy it, replace the information with your “new news” and submit again. However, when writing your press release, there are guidelines you should follow. Here are a few to get you started:

1. Make sure it is on company letterhead. If you don’t have letterhead, at least add your logo to the top of the press release. Add in as much contact information as you can fit. If the media wants to contact you to find out more information or to run a larger news piece, let them!

2. Underneath the logo, you should write the words Press Release in caps to be sure that the recipient of this news article knows it is a press release. If it is to be released immediately, add the words “For Immediate Release” and if you want it released on a certain day, add the words “To Be Released On…” and add the date where I have the “…”.

3. Come up with a really catchy headline – what you think the news piece should be called. It’s also a good idea to create a catchy subhead as well so that the editor who receives your story is drawn in before he/she has to read the entire article and so that it gives them a few ideas of their own on how this will benefit their readers.

4. Make sure the body is double-spaced and try to keep it to a three-page minimum. If you can tell your story in fewer pages, do so! When you end your article, add ### centered underneath the last paragraph. This signifies to the editor that the story is over.

The format of a press release is actually quite simple once you get the hang of it. Just remember, allow the creative process of writing a press release to be fun and open and you’ll come up with a much better story that will be sure to be picked up by the press.

Resources We Recommend

PRWeb.com – Press release submission service. Fast, easy and powerful!

I-Newswire.com – Another free or paid press release submission service.

– About the Author –

Erin Blaskie is the founder and president of Business Services, ETC (see the website) an administrative support company located within Canada. Erin works one on one with clients to assist them in meeting their goals by taking over the “small stuff.”

– For More Information –

Erin also has a free e-zine called “101 Things That I Discovered as a VA”, which will help you with all areas of your business, that you can subscribe to Here as well as a blog with the same title where she shares even more tips.

– Copyright Information –

All rights reserved. This publication or any part thereof may not be reproduced or transmitted in any form or by any means electronic or mechanical including photocopying, recording, storage in an information retrieval system or otherwise, unless this notification of copyright is retained.

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Good PR is harder to get than ever these days. There are many good reasons for this and the proliferation of PR agencies and one-man bands play only a small part.

The real culprit is technology. In the good ol’ days (if they ever existed) getting some really cool press coverage depended on two things: A. Having a product to sell or announcement to make which would fall into the category of newsworthy items. B. The relationship that existed between the PR agent and the beleaguered editor of the publication targeted.

Within that matrix it was relatively easy to get good press coverage. You provided the product and chose the right PR Agency and they did the rest.

Not so today.

Each editor of each publication in every corner of the planet is laboring under tight deadlines, low costs, hardly any time at all and so many press releases and product placement offers hitting the newsdesk that they could easily fill most landfills in the country.

Why?

Well, the shrinking of newspaper and magazine staff for one has seen a glut of PR Agencies springing up everywhere. You’d expect that.

Journalists have to make a living through writing and their contacts and Public Relations offers a relatively easy route to a full fridge at the end of the month. For professionals who struggle with deadlines and challenging subjects on a daily basis, knocking up copy that makes some new type of “green wallpaper” sound the hottest thing to have been invented since sliced bread is a relatively easy task. Selling it successfully is, these days, relatively harder and because journalists (and PR Agencies) operate under tremendous strictures of time, they reach for the ubiquitous, easy, hi-tech solution that has spoiled the market for everyone: some automated mailer software that will “blast a Press Release on the desk of every magazine and newspaper editor in the country”.

So they write, charged their clients, click, send and pray that the sheer percentage of numbers will do the trick.

Joined in their prayers by just about everyone else in the industry it means that a press release, these days, will see the light of day only if one of two things are happening: A. The PR journalist has a personal relationship with the editor in question (it happens, though not frequently), or B. The editor in question puts together a survey cobbled from the mountain of press releases overflowing the newsdesk and features a product alongside that of its competitors.

What has all this got to do with starting your own newspaper?

Well, a lot actually. If you really want to control your PR, impress your customers, add gravitas to your business and open doors wherever you go, starting your own newspaper is the way to do it.

I know the prospect sounds daunting. A newspaper requires a name, office space, equipment, an editor, subs, a graphic design desk, photoresearchers, journalists, publicity, a circulation manager, printers and someone to make the coffee.

The latest foray into national paper publishing in the UK, The Sportsman, burnt 15 million British pounds in just three months and failed to find a circulation, an audience or pretty much anything at all.

So why am I suggesting it at all?

Well, because it’s feasible, for one and makes sound business sense for another and, handled right, does not need to burn up a truckload of money the way The Sportsman did. If we leave cats and skinning alone for a mo (old clichés should be locked away sometimes, particularly if they upset animal lovers), there’s always more than one way to do something.

If you launch a newspaper to just make yourself feel good, then maybe the first step is to find a reliable printer you can trust who can get his hands on some really good quality printing plates because printing your own currency is the easiest way to fund it.

But if you are thinking of launching a newspaper to promote your business, gain exposure, increase the reach and power of your networking efforts, open negotiating doors, impress customers, sell more products or services and make some money while doing all this, then there is a way to do it which does not cost the Earth.

In fact, with so many high-quality, experienced freelance journalists and editors knocking about praying that their expertly written, electronically filed press releases get through to an editor who will use them, finding the right people for the job should be easy.

Easier still if you go to someone who already has a network of such people in place, can bring sound expertise to bear on the project, can advise you whether it will work or not and can assess its full potential without looking to the bottom line of their own account first.

This is called a value-led transaction. They value you as a prospect but recognize that things will only work out if they give honest, up-front advice that will cement the tone of your mutually beneficial working relationship.

If you have found the right company (and hopefully you’ve talked to us at Amerland Enterprises about this) they will give you a FREE report outlining the advantages and pitfalls of launching a newspaper, a good expectation of the costs (because they are largely predictable) and a reasonable assessment, based on their own research and experience, of the performance you should expect.

It’s rarely that someone starts a newspaper never expecting to make money.

There are a number of ways your own newspaper will help you do this:

• It will sell your products and services

• It will open doors for you in government and professional organizations

• It will lead to new, creative partnerships (more on this later)

• It will give you a vehicle for your own thoughts and ideas

• It will allow you to sell advertising

• It will catapult you into the ranks of a media mogul

Selling your products and services is the easiest thing to talk about. You could, for instance, take out double-page adverts in your paper or, better still, run a double-page editorial advert. Provided you give free copies to all your customers, not just for them, but also to give their customers as a value-added service, you have just created a massive sales force working for your business for free.

Owning a newspaper automatically opens doors. As the owner of means to propagate messages to the reading public you will find that professional organizations and government services will want to cultivate your friendship. You will be put on guest lists, mailing lists and even interview lists by other journalists.

A newspaper is the perfect vehicle for starting up creative business partnerships. Give it away for free, for example, to all the tourist hotels in your area and offer them reduced advertising or even free advertising and see if you can then link up with them to promote your business or services. Offer reduced advertising in it to all your clients. Use it as a vehicle to sell complementary products or services from businesses outside your own. The list of possibilities here is limited only by your own ability to negotiate a creative business deal.

Use the newspaper as a platform (but not a pulpit) for your thoughts and ideas. As a business professional you re in tune with your market. You know the challenges, its developments, what makes it tick. You probably have theories, untested ideas, suggestions. Used wisely, a newspaper platform, can turn you into a media star in your own circle.

Make money from advertising. This is a no-brainer. Depending on how you circulate your newspaper you can make it work directly for you by generating ad revenue. This can be from small-scale ads designed to fill the ‘Classifieds’ section to full-page ads given to practically anyone you care to approach.

Last but not least you will, through the ‘magic’ of having your own newspaper be classed as a media mogul. Someone who has clout in the world of mass media, able to highlight specific developments, give profile to specific business and attend glitzy events.

All this, of course, is just a pared-down version of the advantages and possibilities offered through the owning of your own newspaper. The reality of it, properly handled, can catapult your business into the stratosphere, enable you to take advantage of possibilities which would have slipped past your fingers and help you have a far greater impact upon the business world than you would normally have thought possible.

Because starting your own newspaper is a feasible idea it doesn’t mean you should go ahead and start it (though we’d love it if all our clients did just that!). Talk to us first. Tell us what you hope to achieve, why you think it will work for you and we’ll be happy to give you a FREE, obligation-free assessment outlining not just the possibilities but also the pitfalls.

That will give you a good overall picture of the way newspaper publishing works.

David Amerland is part of the elite SEO team Here aiding online business to win at the search engine visibility and online marketing games.

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Positive exposure in the business media is a strong and often elusive marketing/public relations goal for most companies. At the same time, business writers are always looking for good subject matter experts to use as sources in their articles. Positioning yourself as a valuable resource to members of the business media can result in ongoing favorable publicity for you and your business.

Use these tips to establish and build strong relationships with the business media:

- Know your media markets and target the publications your customers read. This takes a little time to research but it will pay off.

- Identify and build a relationship with journalists and editors. Study the masthead information in your target publications and get to know who the writers and editors are and what areas they cover.

- Pitch story ideas they can use. Don’t ask them to do a fluffy, promotional piece on you or your company—that’s advertising. Give them news or feature story ideas with value and then offer to be their source.

- Be available for interviews and to provide background information. Nothing frustrates a writer more than to get a strong pitch and then not be able to contact the source on a timely basis.

- In a broadcast interview, speak in sound bites; for a print interview, answer the questions directly and completely. With a print interview, you generally have more time to answer a question, but you still need to be concise and quotable. Practice your comments ahead of time so that your message is clear and easy to understand.

- Be cautious when speaking “off the record.” Expect that anything you say to a reporter is actually on the record, even if you said otherwise.

- Never say, “No comment.” This makes it look like you are hiding something. Instead say something like, “I don’t have an answer for you right now. Let me get back with you on that.” And then follow up.

- Always tell the truth. It’s basic, it’s what your mother taught you—and it’s amazing how many people get caught telling lies to the media. Don’t risk your credibility; just tell the truth the first time.

- Don’t ask to see the article prior to publication. Publications don’t allow this and writers don’t have time anyway. Making this request brands you as an amateur. It’s okay to ask if the article is going to be fact-checked, and it’s certainly okay to ask how you can get a copy of the piece once it’s published.

- Do appropriate follow-up. That means you should promptly send any information you promised; if the subject is complex, e-mail in a few days to see if the writer needs anything else.

- Keep in touch, but don’t overdo it. Send regular news release (but only if you have real news) and story ideas, but don’t become a pest. And always ask how the writer or editor prefers to receive information.

- Get permission before reprinting articles that mention you. The story may be very flattering and you want to send it to all your customers and use it in your marketing—that’s fine, but get permission from the publisher first or you could be guilty of copyright infringement. You may need to pay a fee for the rights to reprint the article.

Jacquelyn Lynn is the author of Online Shopper’s Survival Guide (Entrepreneur Press, August 2006) and co-author of Make Big Profits on eBay: Start Your Own Million $ Business (with Charlene Davis, Entrepreneur Press, 2005) and the author of ten titles in Entrepreneur’s Start-Up Guide Series. Visit this site for more information.

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Tags: relation, business, media, marketing

An associate producer from a local TV program called you. He is interested in having you appear on the show, but before scheduling an appearance, he would like to schedule a phone pre-interview with a senior producer. Pre-interview? What’s a pre-interview?

First of all, congratulations. You’ve won round one. What it means is that the producer likes your information and is interested in having you appear on the program, but before having you on, he wants to make sure that you can deliver the goods.

Will you make a good guest for the program? Are you a good interview? And that is going to be determined by how well you do on the phone pre-interview. I can’t emphasize strongly enough how important pre-interviews are. If you take them lightly and decide not to practice or prepare your information, chances are you’re going to fail to impress the producer, and you’ll never make it as a guest on the show. I’ve had clients lose national shows because they refused to prepare for the pre-interview. They figured that they’d dazzle them once they got on the show. It’s like a comedian saving his best material for the Tonight Show. Well, if no one sees how funny he is, he’s never going to get on the Tonight Show.

The pre-interview is of vital importance. Often it’s more difficult than the actual interview itself. Remember, there are droves of people trying to get on that very program that’s interested in you. If you don’t deliver the goods, someone else will. So be prepared.

Make sure you understand exactly what the interview is about and what the media wants from you. Don’t be shy. Ask questions. Make sure you understand exactly what the producer is looking for. The initial objective is to meet that particular story’s needs. Once you’ve accomplished that, you can work on meeting your own needs. Find out exactly what they’re looking for, so you can clearly discuss the topic. Find out if you are going to be the lone guest, if it’s going to be a panel, or if there is going to be a guest representing an opposing view. Find out as much as you can.

If you have any facts or information that will help the segment, let the producer know, but don’t just give him a litany of fact after fact. If necessary, during the pre-interview, keep a cheat sheet, have your information written out in front of you, but only use it as a reference. Don’t read the information. It will sound like you’re reading. Nail the pre interview and the segment is yours.

Copyright © Anthony Mora 2007

Anthony Mora
President & CEO

For further information visit this site

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: mean, interview, media, relation, press

Local and/or small media are most likely to be interested in your story and it’s the perfect way to hone your release-writing skills. Try local newspapers, trade journals, industry-specific magazines, websites, radio shows, and television shows. Don’t send your release to just anyone, or you could be accused of spamming.

Always remember to get specific contact information for your press release. A release address to a particular person will receive a lot more attention than a general release sent to the media outlet.

You must send your press release to the right persons in order to increase the chance of having your story published. Look through the chosen newspapers and identify those reporters who cover events or activities that share the same theme as your products or services. You can identify the reporters by the article’s byline.

Familiarize yourself with the editor or reporter’s work. Find out the method she prefers to receive press releases. Don’t automatically send them by email…some will prefer mail or fax. Find out their deadlines.

If you are sending your release by email, never send an attachment. Copy and paste your release into the body of the email. Never send a bulk email and always address emails individually.

For your local media, check the publication or their website for information on how to submit a release. Do a search on popular search engines for websites in your industry that might just be interested in running your story.

Submit your site to a few online newswires and news websites. There are a number of sites that require payment. However, there are a few good free websites as well. A couple of these include PRWeb.com and Free-Press-Release.com.

If your budget permits, you may contact a good press release agency. Such agencies distribute your press release to various industry-specific websites and publications for a fee. However, care should be taken while selecting a PR agency. Some of these may just spam instead of targeting your press releases correctly.

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Tags: press, release, distribution, relation