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Public Relations is Much More Than Press Releases

admin — Wed, 24 Jun 2009 19:40:00 +0000

Public relations and news releases are synonymous in the minds of some. Because the media relations aspect of PR is so “public”, the PR discipline often is narrowly defined by this tactic. PR is much more than cranking out positive client fodder for the media.

My definition: PR is developing, managing and maintaining relationships with any audience that can affect your organization.

Edward Bernays, the father of PR and the nephew of Sigmund Freud, takes his definition into the social science realm. (Well, what did you expect from Sigmund Freud’s nephew?) He advised clients on the social attitudes and actions to take in order to garner the support of audiences critical for success.

Bernays counseled his clients to do something to interrupt the continuity of life in some way to bring about the appropriate media and public response. Typically, these “interruptions” were done in such a way as to leave no trace of Bernays or his client behind.

Consider this. In the 1920s Bernays melded corporate sales campaigns with popular social causes. As an agent for the American Tobacco Company, he convinced women’s rights marchers in New York City to smoke Lucky Strike cigarettes as “Torches of Freedom.” Unlike the Wizard of Oz, Bernays managed to stay concealed behind the curtain.

The problem I have with Bernays’ definition of PR is in its manipulative aspect. I believe that true PR practitioners seek common ground upon which to build mutually beneficial relationships.

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.com, Duke Energy, Focus Four, Levolor, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.

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Tags: press releases, public relations, PR, networking, relations

Be a Media Relations Specialist – Be Newsworthy

admin — Thu, 04 Dec 2008 01:37:00 +0000

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

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

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

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

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

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

1. Local

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

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

2. Controversial

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

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

3. Seasonal

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

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

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

5. Human interest

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

6. Catastrophic

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

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

7. Visual

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

8. Celebrity

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

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

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

Public Affairs – Getting Free Publicity For Your Small Business

admin — Tue, 25 Nov 2008 06:45:00 +0000

There are many resources for free publicity for small business available online. A great resource that we have found is Joan Stewart who is publicity expert with a wide variety of information available online. Anything from “How to write a press release” to “How to get Free Publicity” to Publicity Tips”. You can find many of these articles on our website or you can link to her own website. She even has a schedule of tours she makes in the USA to local business groups. Her publicityhound website has articles, CD’s, resources, tips, ebook, blog and a wide variety of sources for you to use online.

If you need even more information she has a newsletter with tips you can sign up to.

The big question is how do you write a press release that is newsworthy? Well see what’s going on in your local community and what is important. Also think about what is not being covered. In the end your press release must contact facts about the who, what, when, where, why and how but it most be beneficial to the community so determine what you provide that is beneficial or what information you can provide that may be helpful and determine where to send that press release. Most importantly, get some advice from an expert first, it will save you alot of time.

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Tags: publicity, affair, relations, business, information

Media Relations Awards – Writing a Press Release Boilerplate

admin — Mon, 20 Oct 2008 04:28:00 +0000

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

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

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

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

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

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

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

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

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

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

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

Why PR Work Is More Important Than Ever Before

admin — Sun, 19 Oct 2008 09:32:00 +0000

I refuse to participate in a recession! And you can, too, if you understand that aggressive publicity and low-cost marketing are the best ways to stay in front of the consumers who are still buying.

One of the good things about having over 25 years of experience is the knowledge that even when the economy slows down, it doesn’t grind to a complete halt. Many, many companies are going to continue to do business during slow times. Some of these are well-capitalized large companies. Others are agile, thrifty small firms and solo practitioners. And still others are tightly-held family firms. The point is, if they’re doing business, you can sell to them but they have to be aware that you’re available.

With that in mind, here are some reasons why publicity and public relations (PR) is more important now than ever before.

Good PR lets you show your expertise, which helps you build and extend credibility.

Building your reputation as an expert is always a factor in growing your business. It’s become essential now that PR is as much about reaching the ultimate consumer as about feeding the media. The publicity you generate can establish you as the Subject Matter Expert and thought-leader in your region and industry. You do this by adding value and showing leadership with good ideas. Be the grown-up by keeping a cool head as everyone else panics-and share your advice on how others can thrive and survive.

The best ways to accomplish this PR goal is through articles, blog posts, forum comments, op-ed articles, business-related letters to the editor, newsletters, and live or online presentations.

Provide user and prospect education.

Don’t assume that the current economic downturn means that no one is buying. Businesses that expect to stay open still need support services and raw materials or supplies. They’ll just be looking for a better deal. That doesn’t mean they won’t pay your price, but they will want to know the value and they will need to be convinced of its benefits.

Here’s your chance to demonstrate your product or service and focus on the benefits. It’s the perfect time to help current clients see the value in adding more of your services for a small incremental cost (upselling) and to show your bottom-line impact to your prospects. You can also take advantage of the uneven severity of the economic downturn by using the Internet to market your product to the world. Some regions and countries are hit worse than others, and there’s no reason you have to limit yourself to selling in your own back yard.

The best way to seize this opportunity is through live seminars, articles, white papers, case studies, teleseminars/webinars, videos, podcasts and online press releases.

Extend the value of your product by showing how to use it better

When money gets tight, your clients may be tempted to cut costs. While businesses shed non-essential products and services during a downturn, they would be foolish to sacrifice mission-critical suppliers. This is your chance to keep your existing clients by helping them understand why your product/service is mission-critical to their success.

Help them see how to get more out of what they’ve already invested in by explaining advanced or “off label” uses of your product. Show them creative extensions for little or no money that help them do more with the product/service they already have. Not only does this reassure your current users that they’re getting more for their investment, but it might tempt prospects to invest now. Here’s where you can take a cue from the food industry. Food manufacturers have known for a long time that giving away recipes sells product by showing customers new ways to use that ingredient.

This is a great time to use press releases to get visibility that is free and more credible and detailed than paid advertising. You can also extend the value of your product/service through live and online demonstrations, seminars, user-driven wikis, web videos, and articles sent to online distribution sites.

PR is a low-cost, high-visibility way to reach the world. It requires more creativity that cash, and it lays the foundation for future sales, even if prospect can’t buy immediately. Well developed PR deepens existing relationships with clients, vendors when you seek common ground to help everyone weather the storm. The truth is, we’re stronger together than alone.

So start use PR to upsell those who ARE buying by showing extended/extra product uses as you lay the seeds for future sales during the recovery that is sure to follow.

Gail Z. Martin owns DreamSpinner Communications and helps companies and solo professionals in the U.S. and Canada save money and get results through exceptional writing and marketing. Gail has an MBA in marketing and over 20 years of corporate and non-profit experience at senior executive levels. Gail hosts the Shared Dreams Marketing Podcast and the 30 Day Marketing Restart videoblog and she hosts the Shared Dreams Become Reality group on Facebook. She is also the author of The Summoner and The Blood King fantasy adventure novels.

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Tags: pr, work, publicity, marketing, relations

Media Relations: The Difference Between a Press Release and an Article

admin — Sun, 19 Oct 2008 06:32:00 +0000

In a nut shell – if you have the capability to write and follow a few simple rules of style and formatting you can capture the attention of your audience with a single press release distribution.

Typically, press releases are a one to two page article containing up-to-date news and information about a company that is distributed to the media for distribution. Many times these articles are published verbatim; however, other press releases are used solely for background purposes – either way one must keep in mind that the content should be interesting, timely and catch the attention of the reader.

A properly formatted press release is separated into sections, each extremely important to the process. The first section is the Contact Information, which will provide the editor the information he or she needs to contact you directly. This particular area of the press release should contain the company name and the contact person as well as his or her phone number and email address.

The second section is the Release Date, or the date in which you wish the information to be released to the public. If your information is not date specific, you simply put “For Immediate Release” so that the editor knows that your press release is ready to be published. If by chance your information is date specific, you want to make sure that you include the specific date the information can distributed to the public – for example, “For Release: April 1, 2008.”

The next section is KEY to your press release – the Headline, as this particular item is the text that ultimately attracts the attention of the editor. Keep in mind that media outlets receive numerous press releases on a daily basis, so you are in essence competing against several companies for the editor’s attention. The best headlines provide a very brief summary of the uniqueness of your press release – in other words the headline answers the question of “Why” the information is newsworthy.

The Body of the press release is the next section and this section delivers the information to the public. The first paragraph should begin with the dateline, for example “Kansas City, MO, April 2008 -” followed by the first sentence immediately after the dash. The city and state are most generally the geographical location of your company; however, if your press release contains news and information that warrants a different location then provide the appropriate information.

The First Paragraph of your press release is just as important as the Headline and it is imperative that you pack this area with information in such a fashion that if no other aspect of the article is published you have still managed to tell your story. Many times press releases are printed in their entirety; however, not always. As a rule of thumb, news editors shorten from the back forward so make sure that you have told your story in the first paragraph of your press release.

Finally, the last section of your press release is the Response Information. This tells the reader how they can get in touch with you for more information about your products and services. Including this information in your press release is VERY critical, as if you leave it out of your article chances are the editors will not put it in the copy for you. In order for your press release campaign to be successful you must receive inquiries, so make sure you include any pertinent contact information – including your name, address, telephone number and email.

You can hire a freelance writer to write a press release if you would prefer; however, if you choose to write your own press releases remember – when it comes to your business you are the expert. Tell your story by keeping it news worthy, keep the information timely and create headlines that catch the editor’s eye!

Staci J. Nauman is a freelance writer and has been in the business since 2000. She has worked with numerous clients providing quality copywriting services for both online and printed documents. She recently titled her company Captivating Copywriting, which will be housed Here once the site is complete.

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Tags: marketing, communications, consultancy, public, relations

Public Relations Communications -Why Consistency Matters

admin — Sat, 18 Oct 2008 00:06:00 +0000

“Life is a perpetual instruction in cause and effect.” – Ralph Waldo Emerson

Emerson called consistency the hobgoblin of little minds, but when it comes to public relations, consistency is THE most crucial key to success. Why? Because we live in a world of cause and effect. The number of people who know about your company is a result. Your company’s reputation is a result. The way people feel about buying from you is a result. What people associate with your product is a result.

All of these things stem from the communications activities you undertake on a regular basis. If you undertake no communications activities on a regular basis, your public perception will reflect that too. In that sense, public relations is a lot like exercise. If you do it effectively and steadily you’ll see good results. If you do it sporadically or not at all you won’t.

One of my clients runs a leadership development firm. It’s a small company with only a couple full-time employees, but because of a consistent focus on media relations, it has enjoyed media attention and awareness that belies its small size. My client says her competitors often comment that they “see her everywhere,” and ask how she does it. Our approach is not difficult, it just requires a solid commitment to ongoing media relations.

As a PR counselor and advisor, people often come to me because they’re unhappy seeing their competitors, who have a lesser product or service, garner the lion’s share of attention in their industry or town. When people are unhappy with the fruits of their tree, the solution is often found down in the roots. The first thing I look at is what they have done to build a robust PR program that incorporates all the audiences that matter most.

• TIP: What one small PR task can you commit to doing consistently? It could be a press release every quarter, a monthly ezine or picking up the phone to call your customers Just to say hello at least twice a year. The task isn’t as important as the commitment to actually doing it is.

Barbara Wayman, APR, president of BlueTree Media, LLC, publishes The Stand Out Newsletter, a free monthly ezine for people who want to know how to leverage the power of marketing and public relations. Get your free subscription today Here.

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Tag: public relations, communication, company, firm, relations

Media Relations: Do You Experience These Mistakes?

admin — Sat, 20 Sep 2008 04:31:00 +0000

You sent out another press release… and waited for a journalist to call. If you’re still waiting, it’s often that you committed a fatal mistake in your announcement that sent it straight to the reporter’s trash bin.

There are several issues that make a reporter cringe. Are you doing one – or more – of these?

Grammatical Errors- You can be the best writer in the world but still miss grammatical errors and typos when proofreading. Look over your work when you are most alert and read your copy aloud to yourself. It is also a good idea to have at least three other people review your work before submission.

Upper Case Letters- Do not write your news release in all uppercase characters as it is bad formatting. Use mixed casing when writing your press release.

Lack of Content- Be sure your media announcement answers the five W’s (Who, What, Where, When, Why) as roughly 90% of all press release submitted to reporters are rejected. Also ask yourself if your release is newsworthy. The main purpose of a news release is to inform a public.

Press Releases that are Really Ads- Do not write your news like an advertisement. You are not trying to sell anything when writing a press release. Remember a reporter’s job is to inform the public, not to sell to the public.

You want to be professional when submitting press releases to reporters.

Shannon Cherry, APR, MA is your Power Publicist and owns Be Heard Solutions, a virtual publicity and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services, and boosting their business. Get more tips and tactics with your free publicity power pack by visiting here

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Tags: media, relations, press release, news, mistake

Public Relations: What is Included in a Press Release?

admin — Mon, 01 Sep 2008 02:40:00 +0000

1) Price, Service, Selection

Although consumers might appreciate your company’s “great prices, great selection, and great service,” reporters find it boring. Think about it…where is the “story” in those phrases? Your publicity goals are better served by mentioning how a specific product you carry solves a problem for consumers. For example, if you are a physician who ONLY makes house calls, well that’s a novelty in today’s market. If you must focus on service, find the “story” in the service component.

2) Hype and The Hard Sell

Stay away from promotional hype. Also avoid using words like free and secret as they are mostly used by spammers and businesses promoting to consumers and infomercial marketers. If you’re writing to a reporter using email, filters will screen out your press release. Consider your audience carefully. Are you sending your press release to consumers? No. You’re trying to get the attention of a smart reporter. Don’t play games. Tell them what’s different or exciting about your product or service without all the hype and teasers.

3) Green and Giving

Is “green” still the new black? Does giving back get you anywhere? In today’s business environment most companies are giving a portion of their profits to charity, or are in some way going “green” by monitoring their carbon footprint. Stating that your company is giving back to the community is not going to guarantee you press coverage. It’s fine to mention something about charitable contributions at the end of your release, but it’s not a strong enough angle for a “stand alone” press release.

4) Trends

Ignore trends and you’re sunk. Reporters are in the business of reporting change. Part of your job as a business owner and publicist is monitoring shifts in business and service trends. What if you’re a company selling bedding and you notice a run on heavy quilts. Can you connect that to an increase in oil prices and consumers figuring they will need to keep their thermostats lower this winter? Customer feedback (used with permission) can often yield valuable trend information. Reporters working at daily newspapers actually welcome information citing real-time consumer trends.

5) Ignoring the Power of Pictures

Pictures still tell stories. Do you have a picture that says 1,000 words? Some products and services lend themselves to using images as much as words. The sand artist who builds exact replicas of castles along shorelines needs to have photographs of his work handy, and in various resolutions and file formats, that can be emailed to reporters instantly. You never want to say to a reporter, “I’ll send you something in a couple of days.” Send it the minute you get off the phone with them.

Lisa King is an editor and writer for the Xpress Press News Service. For more information visit this website

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Tags: public, relations, communications, corporate, manager

Public Relations – Strategic Ways To Get Quoted

admin — Fri, 29 Aug 2008 06:20:00 +0000

If you want to get quoted in the media, learn to talk in sound bites. It’s the single most effective way of transmitting a message. In this age of headline news, you must appeal to people with short attention spans and limited time. So regardless of what you have to say, say it quickly and with impact.

It’s not that the public doesn’t care about your expertise; it’s just that they won’t pay attention (nor will the reporter) unless you make your point interesting and concise.

In my years of media training and coaching, I’ve seen interviewees make the same mistake again and again: “I’m very smart; thus, everyone wants to listen to me tell them how smart I am.”

Wrong. Few of us have the time or inclination to stay tuned in for more than a few minutes. We skim articles, maybe read the text under subheads, and keep our finger on the remote at all times.

So, how do you get your message heard?

The answer is the KISS principle – Keep It Simple (for) Sound bites. By remembering the following three tips when talking to reporters, you can control the message and improve the odds it will be heard.

1.Write down your main points – and limit the number to just three or four.

This requires preparation. Before an interview, consider the primary points you want to make. You may think you know them off the top of your head but just wait until the reporter doesn’t ask you, “Hey, what are the major points you want to make?”

The truth is that it’s hard to gather your thoughts and communicate effectively when you’re trying to respond earnestly and honestly to questions. If you write down your major points beforehand and practice saying them, you’ll be prepared to state them over and over.

2.Say your main points over and over.

(See tip #1.) The more you say it, the greater the chance the reporter will use it. This is not to suggest that you should be devious, unresponsive or aloof. Just remember that all questions lead back to your key messages. Or, in other words, “That’s a great question, but the real issue is…”

3.Be prepared to give a closing statement.

Ninety-nine percent of the time at the end of an interview, a reporter will ask, “Is there anything else I’ve forgotten to ask you or that you’d like to share with me?” This is the perfect time to restate your key points.

While these tips may seem like common sense, when you’re under the gun it’s hard to be articulate and persuasive. It’s human nature to want to answer any and all questions. Just remember that you can be informative and send your key messages at the same time.

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

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Tags: media, relations, training, courses, public