The economic downturn is having a dramatic impact on the economy and no one is left untouched. We are seeing small to big businesses closing their doors and calling it quits. Even celebrities and their luxury brands are affected.

Most businesses are wondering how to increase profit earnings when people are simply not spending. The solution to get people to spend money is to get people excited about a brand, product, or service. This involves putting together a PR campaign that offers consumers something of value.

How you communicate with your target audience will determine the success factors of your brand’s image. When consumers are strapped for cash perception of a brand plays a vital role when making selections or even recommendations. People will not make wasteful purchases and you have to give them a reason to spend their hard earned money.

Public relations are how you communicate with the public. A brand’s image is received by public opinion and concept. Using media outlets such as radio, Internet, newspapers, magazines, blogs, etc helps to strengthen brand awareness. Using PR, also known as public relations can help to influence perception.

Here are some tips to help you get some free publicity by using PR, public relations practices to make your brand hot during slow economic times.

1. Press Release Promotions – Offer specials through press release announcements.

2. Word of Mouth Promotions – Give promotional bonuses for referrals.

3. Give-A-Way Promotions – Attract attention through free offerings.

4. Article Branding Promotions – Provide offerings through article promotions.

The key point to consider is that consumers are looking for a cost break when funds are limited. It will be very necessary to use media resources that are a direct fit with the target audience you would like to connect with. This will allow your brand awareness to increase and for you to receive free publicity for your promotions.

Receive FREE Public Relations Tips

“CR” Cataunya Ransom is the Co-founder of Mosnar Communications, INC. She developed a niche for Luxury PR & Global Marketing. Guiding clients on how to brand, market, and promote luxury products, events, and services. Please visit this site

Article Source

Tags: marketing, strategy, economy, brand, pr

Lots of questions there, here is the answer in a nutshell:

Adverts are not usually perceived as being credible, but PR on the other hand seems much more believable because people believe that the papers, magazines, radio, TV etc would not publicise the stories if they were not legitimate.

The media are just looking for stories they do not really care if it is believable or not, but the public on the other hand take more notice of editorial and news stories rather than adverts which is why you seriously need to consider getting some PR for your building firm.

It is incredibly easy to get in the media with your stories, not sure what to write about, no problem, just pick up your local newspaper and read the stories that are already in there, write something similar and send it in. It is that easy.

If you see a story relevant to your business you can piggy back that story, you simply write a press release that helps solve a problem or give a suggestion to help the people involved in the story that you are piggy backing.

The media needs you – you have the stories that they need, they do not care where they come from as long as it is of interest to their readers.

Contact the papers and ask them how and where to send your Press Release write your story with an attention gabbing headline and keep it to one A4 page. If they need more information they can contact you. Do not follow it up with a phone call it will only annoy them and hinder your chances of getting your PR.

Be imaginative, you could write about you latest building project you have just completed which has made a real difference to someone’s life or you write about the progress of your new apprentice encouraging other local business owners to take on more apprentices. Your stories need a human angle, people like to read about people.

UK Builders – Do you want to discover powerful marketing strategies that will help you to grow your profits? Download this: Marketing Guide for UK Builders.

Leonardo Wood specialises in helping UK contractors and small business owners with their sales & marketing to help them grow their businesses.

Article source.

Tags:public, communication, strategy, advertising, marketing

The goal of engaging the media is to get “good PR,” and a well-placed article is a great way to raise awareness and create good will for your organization. Yet too often corporate spokespeople, officials and talking heads adopt a bunker mentality when talking to a reporter.

While it’s natural to be a little skeptical when you’re on the record, you don’t want to come across as standoffish and defensive. Reporters are hard-working professionals that have a beat to cover and a deadline to meet. An open, pleasant discussion will help you tell your story and build relationships – the key to effective media relations.

The following tips will help you be articulate, informative and successful when talking to reporters.

Be prepared.

Spend at least 15 minutes before your interview thinking about what you want to say. Whether the interview is scheduled to last three minutes or 30, I advise interviewees to write down their top three or four points beforehand. It’s easy to get caught up in the ask-and-answer rhythm during an interview and never get around to getting your message across. But if you’re prepared, you’ll be relaxed and able to state your points succinctly.

Talk openly and expertly about your subject matter.

Don’t be afraid to answer questions. Reporters have a job to do. If you make their job easier by offering relevant information about your area of expertise, you’ll make a good impression and will likely be able to cultivate the relationship.

Don’t get bogged down in details or insider-speak.

Deliver your message without droning on about “research and development” or using arcane company lingo. If you stick to your key points you’ll keep the conversation flowing and the reporter interested. Are you launching a new product? Talk about what the product offers your target customer, not about how the product was made.

Don’t be afraid to say, “I don’t know the answer but I’ll get back to you.”

Be honest if a reporter asks you a question that’s beyond your purview. The only caveat is that if you say you’ll follow up, do it! The goal is to be a credible resource and subject matter expert.

During my 20-plus years of media relations, I’ve been involved in hundreds of interviews. The overwhelming majority of reporters just want a few good quotes to add spice to their story. If you’re prepared and forthcoming, you’ll build bridges while helping to promote your organization.

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

Article Source

Tags: media, reporters, press, press release, strategy

Press releases can win you more credibility if you write them correctly

Otherwise known as free publicity, the press release is one strategy commonly used by individuals and businesses to assist them in establishing a significant presence in the media, on the Internet and in society.

They may sound the same as advertisements but press releases are able to stand apart from them by helping you building more credibility to the media and the readers. However, in order to achieve that, you need to make sure that you are able to write your press release correctly.

The press release is not an ad

First and foremost, keep in mind that when writing a press release, you are not writing an advertisement that is going to be promoted in the newspaper, magazine, on radio or TV, or on the Internet. Rather, you are writing something similar to a news article but this time, it is aimed at building credibility whilst still focusing on being newsworthy.

When we say newsworthy, we mean that what you are writing can interest your readers and make them want to read more. Therefore, if you are going to write a press release for a new product, make sure you do not sound as if you are promoting it. Cite how the product can play a significant role in people’s lives without sounding like an ad. Remember that you cannot fool the reader because they can tell what is an ad and what was endorsed by the media without paying for ad space. You can usually gain your reader’s trust if your product is endorsed by third-party people, like reporters who have read your press release and decided to do a feature on it.

Simplicity is the key

Keep your press release simple and in plain English. This means that you should not use jargon or terms that can make readers raise their eyebrows and go, “huh?”. Make sure that even a 10 year-old kid can understand what you are writing. Then, write your content in short paragraphs with precise sentences. Do not bother with complicated sentence structures and clauses anymore. Also, write in the active voice and never sound uncertain or doubtful in your article. Remember that in writing press releases, you need to keep everything simple but still understandable and enticing for your readers.

Build your press release

A press release contains standard parts that should never be ignored. Basically, the way it is formatted can easily alert the editor and reporter that what they are reading is not an advertisement but a press release. Therefore, never make do without the following elements in what you are writing:

1. The release date: This indicates when your press release should be released.

2. The title or the headline: This one should be short but should already be able to catch the attention of your reader and keep him or her interested.

3. The lead: This is the part that emphasizes the who, what, where, when, how, and why.

4. The main body: After citing the 5 W’s and the 1 H, make sure to explain them in this part. Just remember to cite the important parts first and generalize later. If you can, make sure that your readers realize on their own that what they are reading is indeed relevant to their lives.

5. Background information about you or your business.

6. The date and your contact information so the reporters and editors will know how to get back to you. On the Internet, your press release may be aimed directly at your customers so your contact address and Web URL are essential.

You also need to make sure that your press releases are published in the right place such as Quality Press Releaser or Press Release Studio. These websites are structured to take care of your publicity needs so that you can get the exposure that you need.

Article source

Tags: public relations, strategy, press release, publicity, news

Most press release advisors suggest that you should post each of your press releases in as many places on The Web as possible.

We have found that a different strategy works better. We advise our clients to change the content of their release each time they post it.

Why do we advise this? Duplicate content is the bane of search engines. It clogs them up and it makes their task of sifting sense from nonsense all the harder. Where two identical press releases are posted in different places, the search engine algorithms have to decide which press release deserves more weight. They will usually decide this on the basis of which press release was published first. But you can be sure that your subsequent postings of identical content will be given less weight.

On the other hand, if you post different and interesting content subsequently, you are establishing useful locations and back links to your organization that will survive for longer. We recognize that this strategy is much more time consuming but we believe that it will lead to better promotion of your product or service long into the future.

Press Releases are one of the most useful strategies for Internet Marketing. Today, they tend to be directed at your potential customers directly, rather than at the media. And using unique content each time makes it all the more likely that one or other of your future clients will find you by searching for the aspects of your business that that particular press release talks about.

With increasingly sophisticated search engine algorithms, we also believe that it is better to concentrate on the quality of the information provided rather than on any particular arbitrary key words.

Article source

Tags: public, relations, strategies, strategy, tactics

I was just scanning my email when a headline from the Yahoo portal jumped out at me. It said skipping a vacation in hard times is not such a good idea.

Have you ever wondered where articles like this come from?

Unlike what we’ve been taught to think about journalists, fearless Clark Kents and Lois Lanes are not sleuthing the streets for scoops and breaking stories.

What they are doing, as a general practice, is sitting on their bottoms or strolling a few feet to the fax machine, screening inbound news releases put out by swarms of publicists that are hoping to nuance the public’s trust and create demand for products and services.

In most articles, after we read the leading paragraph or two, we’ll see a quote from an industry commentator or expert. Usually, it was that person’s firm that “planted” the story, and the payback they got from doing so is being cited prominently in the piece.

This is simply a matter of one hand washing the other, right?

It’s more than that, because the stories that are most likely to get printed are from potential or actual advertisers. You need to know this if you are seeking free publicity in the mainstream media.

The travel industry wants us to travel; no mystery in that. And it advertises, a lot.

Airlines, tour companies, car rental agencies, and hotels support the idea of getting folks to leave home for faraway destinations. Therefore, given a choice between printing a piece that justifies taking a vacation during a recession or one that promotes learning to quilt at home as a substitute, guess which angle the typical editor will go with?

Does this suggest the media are biased, that they’ll choose self-interest and advertising revenues over utter impartiality and editorial balance?

Absolutely.

Right now, with premium gasoline costing me about $4.60 a gallon, I’m promoting the idea of using telephone effectiveness and my “New Telemarketing” to save wasteful business to business car and plane trips.

I’m a telephone communication expert and a sales trainer. Typically, I don’t get my clients through paid ads. Therefore, what chance do I have of snaring headlines if I’m selling a viewpoint that isn’t “advertisible?”

Right now, the cost of making phone calls is ridiculously cheap for nearly everyone.

For the price of a single gallon of gas, we can pay for 50-100 dials of the phone. And if we’re really doing high volume calling, we can bring that up to 250-400 dials per gallon.

That’s astonishing. Calls are nearly free, apart from the labor required to make them.

Similarly, you won’t find the story repeated very often that says municipal water in most locales in America is no worse for us than expensive, bottled brands. Newspapers won’t make a dime promoting the use of tap water, but a feature that chronicles the rise of Perrier is a very different matter.

Having said all this, how can I promote my PhoneMasters Training Program to the press?

I need to use the David and Goliath angle. The puny, punched-out and demeaned phone call needs to be taking on the guzzling gas tank and the lumbering behemoths that require them for propulsion.

“The Telephone Versus The Tank” is the concept.

Hey, it’s worth a try.

Check your local papers and radio and TV.

If you see or hear this angle, you’ll know there’s still hope for the little guy and gal to get free publicity!

Dr. Gary S. Goodman is a top trainer, conference and convention speaker, sales, customer service, and negotiation consultant. A frequent expert commentator on radio and TV, he is also the best-selling author of 12 books, more than 1,000 articles and several popular audio and video programs. Visit Gary’s web site for product information: click here

Article Source

Tags: media, relations, strategy, plan, companies

Reporters get hundreds of pitches each week. Most end up in the delete file or trash can. This deluge of pitches tends to make reporters skeptical.

On the other hand, they are always looking for stories that will impact and interest their audiences – both negatively and positively.

As conduits to your prospects and customers, reporters have incredible influence on your target audience. Therefore, it is imperative to build trusting relationships with your target media so that they will be open to hearing your message. This is a long-term process that requires patience, respect and understanding.

Effective communication skills form the foundation for all media relationships. The following tips focus on honing those skills enabling you to cut through the newsroom clutter in order to connect with your target media by gaining their trust and respect.

* Be objective about your announcement – Is it hype or is it newsworthy? If it is hype, forget it or reposition it so that it has a natural news hook.
* Know the media – do your research. Familiarize yourself with each media outlet by repeatedly reading newspapers and magazines, watching news and features shows and listening to radio shows to identify which is most appropriate for your announcement.
* Know the reporter – once you have identified appropriate media outlets, research specific reporters or producers for your announcement.
* Introduce yourself – don’t wait for a call from the media, reach out before you need them to introduce yourself and your area of expertise. Become a resource for them.
* Time for contact – find out how and when the reporter wants to be contacted.
* Know your message – clarify and practice your message before delivering your pitch.
* Keep it simple – when sending ideas and pitches, always keep it short, enticing and informative.
* Good phone etiquette is a must – when calling a reporter, introduce yourself fully, reference previous conversations to jog the reporters memory of who you are and why you are calling, and ask if it is a good time to talk.
* Always deliver – Never make promises you can not keep. If you say you will do something – do it. No excuses.
* Follow up – it is important to be in front of reporters consistently.

Following this tips will help you quickly build mutually beneficial relationships with target media.

Now, I invite you to grab a free copy of my special report: “Marketing with Press Releases” at this site

This 12-page report walks you through the 6 basic steps for getting publicity, 12 steps to writing a press release, a press release template and 20 places to post your press releases online.

Go get famous, one press release at a time.

From ExpertPreneur Strategist Amelia Brazell.

Article Source

Tags: marketing, plan, strategies, strategy, tactics

So you want to add a carbon offset program to your company? Maybe you’re thinking it’s time to go green and become carbon neutral? Great idea. Whether you’re an airline, hotel chain, car rental company, or ski area, (there are dozens of brands doing) adding a carbon offset program to your company’s offerings is a great way to quickly and inexpensively build a green halo around your brand. You can create your own carbon offset program or partner with a carbon offset retailer and be up and running in no time.

But how can you do it so when you launch the public respects you and the press doesn’t eat you alive? Here are the 4 most dangerous ways your carbon offset program will be judged and what you can do to protect your brand:

1. It isn’t a genuine effort, it’s PR greenwashing!

The most damaging criticism of carbon offsets is that it companies use it as a license to pollute. No matter how incorrect this perception may be, in order to protect your brand you need a carbon neutral strategy that includes carbon offsets as one ingredient of a larger plan. Your focus should be on reaching sustainability or becoming carbon neutral through long-term carbon emission reduction strategies first and then using carbon offsets to address immediate goals that are not attainable through other means. Messaging should illustrate this multi-prong approach so customers and brand advocates view your company as taking real steps (which you will be) towards mitigating your environmental impact.

2. Your carbon offsets are fake

The carbon market is under constant attack to prove the legitimacy of carbon offsets and carbon credit projects. There are now many standards that exist in the market place and developing a methodology for the selection of carbon offsets your company invests in is critical. From projects certified to the Kyoto Protocol to voluntary standards, each standard has its merits, but even the supposed highest international standards are criticized. Thus, the most infallible approach is to have a diverse portfolio with a range of projects that adhere to international standards in the compliance markets. However, many of these projects only exist outside the United States so if your company serves customers living in the U.S. it is also wise to include some domestic projects (because some customers will want to keep the money onshore, regardless of the project’s perceived legitimacy by the global market). Once you have a diverse portfolio, let the customers choose what projects to fund based on how they want to address climate change, thus dispersing the ability for attacks on specific projects that you choose. CarbonFund.org, TerraPass.com, Sustainable Travel International, ShipGreen already offer customization based on project type and this is surely soon to become a standard across the industry.

3. You use junk science

If there is no attempt made at an accurate carbon emissions calculation the media can have a field day exploiting your program. Using a flat rate (like a percentage) or an average is not only lazy but it is also risky. The message you are communicating is that your company does not believe it is worth the time to find and use the (often free) tools to give your customers the most accurate and correct data. Since you are either charging them money or using it as a PR vehicle (while also cleaning up your impact on climate change) it really should be done right.

There is a wealth of carbon emission calculations put out by the private companies, non-profit organizations, government and other pubic services. Typically, your company will partner up with a carbon offset retailer that will have already done the heavy lifting, has their own carbon calculator, and has figured out the best numbers on the street for calculating carbon emissions. Make sure that you can site a reputable party that has developed the science behind the carbon emissions calculations – such as the EPA or a leading university. There are also businesses that specialize in carbon footprint analysis and carbon emissions calculations.

4. Lack of transparency seems like fraud

Carbon offsets have come under fire for double counting and this is a discussion you don’t want your company part of. Technology has made it easy enough to provide real-time reporting so get those statistics out in front of your customers so they can confirm that you are playing by the rules but also see how much the impact they have through your program. It is motivating to give customers a clear picture of the emission reductions they are responsible for and how they are helping to reduce your company’s carbon footprint. If you can’t get real-time information out, at least be sure that your carbon offset partner has a dedication to a level of reporting that can be scrutinized by 3rd party auditors and come away shining. There are also registries that help companies document serialized carbon offsets to reduce the chance of double counting. The more open you can be the better.

Addressing these four simple points will help you shape your company as a reputable green business and do something about global warming.

Christopher Keys writes for Carbon Offsets Daily, the leading news source that helps business leaders stay up to date on the carbon market. Carbon Offsets Daily focuses on trading, policy, market vitality and the future of carbon offsets to help professionals deal with the sometimes overwhelming challenge of keeping current with a fast moving marketplace while still running a business. Sign up for free daily news at this site (c) 2008 Christopher Keys

Article Source

When you embarked on the business you’ve thought to have for most of your life, would you even think of offering your products or services for free? You’d probably say that that was the stupidest thing you’ve heard. In fact, you probably wouldn’t even deign to think about it.

The reason you’re in business is to gain profits. Period. No matter how altruistic you are, or how unselfish you believe yourself to be; starting a business is not about that you would benefit the human race. That’s not it at all. Let’s face it. You started your business because you wanted to accomplish one thing – lots and lots of profits. That’s the end-all and be-all of your enterprise. Secondary to that is to provide solutions to your customers’ needs and desires in life.

This is even evident in your postcard marketing or how you produce your postcard printing pieces. The main reason you’re putting most of your budget to your postcard printing campaign is that you would want to get your customers and prospects so interested in what you have to offer that you would eventually make a sale. Who in their right minds would spend so much so that he or she can give something for free? Hello! Many business owners might think you’re nuts or something.

However, one marketer has made karma an effective marketing strategy for his own venture. He decided that providing his customers with free products eventually made him a big name in his own niche. Not only is he now a regional hit, his magazine has so much appeal nowadays that many people have not even thought to complain when his publication went on newsstands with a price rate just like any other magazine or newspaper.

This business owner then began to not only offer free publication in his area, he also began sponsoring many local events which made him and his publication a household name. It created so much excitement that the publication’s popularity increased by word-of-mouth.

What did work for this publication icon? He gave away his product, and now he is earning the impact he had when he first started. He didn’t mind that he had to lose first before he can win. The important thing to him is to get his publication known by many people.

Karma is all about what you have to give to society. When you’re good, you’ll have good karma. When you’re bad, well, then karma is your just reward.

This is also true with marketing your business. Just like what the successful publication guy proved with his venture, karma is all about providing that first good impression. This is something that your clients would remember and appreciate for a very long time.

When you give away something for free, you’ll surely reap the rewards of your good work after.

Lynne Saarte is a writer that hails from Texas. She has been in the Internet business for some years now, specializing in Internet marketing and other online business strategies.

For comments and inquiries about the article visit: Postcard Marketing, Postcard Printing

Article Source

Tags: promotional, strategy, marketing, sales, global

Many companies equate PR (a.k.a. Public Relations) with press releases and media contact aimed at promoting a new product, a company acquisition, a new executive, a big sale for the company, financial reports, etc. This type of PR, with its singular goal of getting media coverage, can be a great marketing vehicle-as a tool for generating publicity. But there is more to Public Relations than publicity alone.

In fact, the Wharton School defines Public Relations as “communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.” With this broad definition of PR, it is easy to see that while media coverage can be powerful, public relations should also integrate with, and become a bigger part of, your overall promotion strategy.

Here’s a 3-step approach to efficiently and effectively integrating public relations with promotions:

1. Write press releases around a white paper and/or article. I’ve said it so many times…but it still warrants repeating…no matter your industry, value add content is a marketing treasure chest. If you haven’t already, you need to write articles or white papers that educate and inform about your industry perspective, your technology or process, your customers’ successful use of your products or services, and/or some positioning topics that illustrate your expertise. Then, write a press release (keep it to one page) summarizing the piece and announcing its availability on your website.

2. Share the announcement with your existing database (by email and direct mail). At the minimum, you need to send these press releases directly to existing customers. This is one of the best ways to reinforce customer loyalty. And for even more promotional impact, you should send these announcements to your target suspects and prospects, encouraging them to engage you by going to your website to retrieve a copy of the article or white paper in question. This should be done by both email and direct mail. The direct mail can be in the original press release format as a letter or as a postcard announcement, depending on your list profile and size.

3. Post your Press Release over the Wire. The wires are traditional mechanisms for distributing news releases to reporters in the media. In recent years, they have become much more than a media only resource and now are a way to distribute information to a broader audience. Here’s how it works. Anyone can subscribe (for free) to certain wire feeds-by industry, subject, or location. After subscribing, they then receive the press releases that have been sent over the wire and fit the criteria they chose at sign-up. These alerts are received via RSS, news tickers and/or other electronic means. SO, by posting your white paper and article press releases “over the wire,” you are promoting them to both reporters AND potential customers. This gets you exposure to your broader audience, even if the news is not picked up by a media organization for publication.

Integrating public relations and promotional campaigns in this way creates credible lead magnets and captures quality leads for your sales team. What are you waiting for? Give it a try!

Go-To-Market Strategies is a resource center for sales and marketing professionals and business leaders. Our tools, templates, and services help companies achieve big aspirations with limited budgets.

Visit our website for sales and marketing templates and access to free downloads or browse more articles

Article Source

Tags: promotional, strategy, marketing, sales, global

The news media is literally inundated with pitches for media coverage every day. Unfortunately a very large percentage, some say as high as ninety (90) percent are useless form letters and from people who have done absolutely no research about the media where they have sent their pitch. Media pitches that are done with a lack of media-savvy are real irritants and can really greatly diminish your chances of getting the media attention you want. However, there are proven professional ways to improve your chances with the media by being strategic in your pitches to the media.

So what are the strategic actions you can take to improve your “pitches” to the media? The PR Doctor offers the following prescription for a healthy and strong pitch to the media.

#1: Always use an attention getting headline in the subject line of emails whenever you send your pitch electronically.

#2: Always personalize your pitch. This can include how long you have been reading or listening to the media source you are pitching. You have an opportunity to show that you are familiar with the person and their work. However, never gush on and on or be phony about this.

#3: Always tailor and customize your pitch to a specific individual. Never start of with an impersonal Dear Sir or Dear Madam.

#4: Always determine the outcome you want from your pitch before you make your pitch and then make a specific ask for what you want.

#5: Always include the “what’s in it for me” (WIIFM) factor. You need to identify that you have something no one else has or some other reason why you want to share something with him or her that will be of value to them.

#6: Always keep it simple, short and sweet (KISSS). Remember the media get so many pitches each day. The media only have so much time to review them, so respect the value of their time and give them a strong concise effective pitch.

#7: Never send attachments electronically unless you are asked to do so or have received permission to send them. Attachments sent without prior authorization or permission most likely will end up in the media spam filter where they stay until emptied – and that could mean no one ever reads them.

#8: Never be a pest or a media stalker. Again, please remember that the media get so many pitches each day that they have limited time to get through all of them. If they have not responded to your pitch they are probably too busy, have not had time to review it, filed it for future reference, or they are simply not interested. This does not mean you should not do ONE follow-up contact, but remember to keep it to ONE.

#9: Do your homework and research the media you will be pitching so you have an understanding of the media coverage area, the types of stories and events they are most interested in covering, the editors, the reporters, and other characteristics of that particular media.

#10: Use your pitches to develop a rapport and a relationship over time with your media sources so they will get to know you better and so you can build up a trusting relationship with them. This will pay dividends because after you have earned their trust, your access to them and the attention they give you will be enhanced.

The PR Doctor recommends that you commit to follow this prescription so you can gain much more positive results from your pitches to the media.

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 345 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 .

Article Source

Tags: online, pr, strategy, promotion, advertising

I went to a new dentist about three months ago. As soon as I made the appointment with them I received in the mail a greeting card welcoming me along with a picture of the entire staff and a brief paragraph describing the practice. I walked through the door to their office in a good mood already, and was greeted with various plants in the corners, an aquarium composing the far wall of the waiting room, and soft, comfortable chairs. The women behind the counter greeted me with a smile. The whole experience was pleasant, and after the appointment was over I received a thank you card about a week later. I intend to go there again.

Everything, from the greeting card, to the comfortable look of the office, to the friendly smile behind the receptionist’s desk was evidence of successful marketing. The quality of the job he did was also exactly what I had expected, but then, I think most would agree that going to the dentist isn’t always just about the quality of the service being provided. Given how many have a specific fear of the dentist, calming the person down can be just as important as how well their teeth are cleaned.

All of this leads to the unique differences between marketing a specific product in comparison to a service. Quite often I receive catalogs and booklets in the mail advertising various products, and when it comes to selling a computer or an article of clothing the catalog is rather effective. If I’m buying a computer I like to know what the specifics are, something a catalog can tell me. Sure, I want the person behind the counter when I pick it up to be friendly to me, to be nice, but ultimately the product is what I’m going to be happy or unhappy with. But would a dentist use catalog printing as an effective way of advertising their services? Could a stock advisor send you a booklet and get your business, or are you going to want to meet the person before you put your trust in them?

Marketing a product can be as simple as letting a customer see what they’re getting and effectively providing it to them. This isn’t a particularly lengthy interaction. If the product is well-priced and high quality you’re going to keep doing business with them. The product is what makes or breaks a person’s interaction with the business. But when it comes to jobs based around a service, you’re selling more than just the service being provided. You’re becoming close to the customer, getting to know them and allowing them to get to know you, and because of it you need to handle marketing yourself in different terms. Printing greeting cards allows them to know you care about having them as a customer, just as sending thank you cards shows them you want to continue this business relationship. Could Best Buy send out greeting cards to every customer they have? Of course they couldn’t, and so they utilize catalog and booklet printing instead.

No matter what business you run, think first about the exact nature of what you have to offer the customers, and consider what the best way to market yourself will be. Every business needs marketing, but understanding the best path, and understanding the differences between marketing a product vs. a service will do wonders to secure a customer base.

Lynne Saarte is a writer that hails from Texas. She has been in the Internet business for some years now, specializing in Internet marketing and other online business strategies.

For comments and inquiries about the article visit: Catalog Printing, Booklet Printing, Greeting Card Printing

Article source.

Tags: product, strategy, development, market, global

Today, there are many businesses that offer press release distribution services. You can also purchase press release distribution software at a fraction of the cost. Regardless of which method you choose, there are some things you will need to consider before you invest your money.

To begin, you will need to make sure that the press release distribution agency has access to all the newest contact information for the publications you are interested in. You can learn a little about this by looking at their most recent news articles. If you perform a web search, you can easily spot where the press release distribution agency was able to place the materials.

In a similar way, if you use software to meet your press release distribution needs, you will want to select one that offers free database updates. Journalists and editors have to deal with spam like everyone else. As a result, they may well change their email address or contact page on a frequent basis. If your software does not have the latest information, your important documents will not be received to get published.

As you browse through press releases distributed by an agency, take note of how popular each news site is. If a lot of blogs that are not very popular, or poorly maintained, chances are the press release will not be read by potential customers. In addition, if press releases in areas not related to business, it is a clear indication that the press release distribution service is ineffective.

Fortunately, if using press release distribution software, you have a good bit of control over where, and when your release will appear. Therefore, target media outlets dedicated to a specific industry, then opt to send your documents only to them, and no one else. That said, if the decision is made to send it to more places later on, the software will make it very easy.

It is also important to gauge the volume of business that a press release distribution agency has. As an example, if they have not generated a press release in over a month, something may be wrong with their services. While it will occasionally be difficult to get a handle on that information, a lack of customers is still a clear sign of issues.

When it comes to software, it is difficult to evaluate how popular the program actually is. Look at some software reviews, or even see if there are any particular programs that journalists recommend. Or, try purchasing one software package and see if it fits your needs. Chances are, you’ll find it better to take this step first, rather than spend a substantial amount of money on one single release.

Today, many business owners want to take advantage of press release distribution methods in order to cut marketing costs. Even if you’re only a small business owner, there are affordable methods that are available. That said, before purchasing the services of a press release distribution agency, it is very important to make sure that you will be getting your money’s worth. You may even want to try a software package first, and see if it is suitable for your purposes, as this is generally the cheaper, and occasionally more effective, solution.

Rod C. Beckwith, co-creator of the Press Equalizer software, has made hundreds of media contacts and distributed thousands of press releases online. If you need to distribute press releases online, then check out his software package.

Article Source

Tags: distributions, strategy, product, global, strategies

Millions of people read the newspaper every day. Many others read magazine articles. Most of those two groups combined believe and trust the better part of what they read.

What is published on those pages becomes regarded as truth, or at least it holds an inkling of truth. The stories on those pages are often the topics of morning radio shows, of people chatting at work, and among friends. In short, the stories that make it to print have an impact on consumers.

So therein exists a very effective form of collaboration marketing. With the media, you are building the trust of consumers, who will in turn be more likely to buy your product or service. The trick is to get the newsmakers to write about you and your business, and that starts with news releases. In accomplishing that, you will form a strategic alliance with you and the media.

Many businesses today have incorporated communication plans into their marketing strategies. A large part of these plans involve attaining the media, as an alliance begins with writing news releases to local and/or national publications. The key to success here is to have well written releases. And if all else fails, have a well written release. Yes, it’s that important. The media receives countless press releases each day and if it is not in the correct form, or if you have a made a huge mistake, your release is gone to the trash.

Hiring a communications firm to write them for you is a great idea. They will also have a large media list with specific contact information for publications in your area and around the country. Getting your release to the right person is important. These contacts can be found on your own in most cases, although it make take a lot of work and you may have to make your way through many gatekeepers to find them. There are online services where if you subscribe, you will have access to their media lists. However, some of these sites can be hundreds of dollars to obtain.

If you are going to give it a go yourself, here are a few key things to remember in writing a news release. Never call members of the press members of the press. It is thought of as a negative term these days. So, at the top of your page it should read ‘News Release’, not Press Release. If the content of your release is time sensitive, then the words – for immediate release’ should be in the second line. This will tell the media that the info in the release has an upcoming expiration date. If it can be used for a while, then it should read ‘for release at will.’ This will give your release a longer shelf life and it has a better chance of seeing its way to print. Be sure to include your contact information. Keep paragraphs very short, one or two sentences. Keep the entire news release to one page when possible.

Consistency is going to play an important role in this strategy. Forming a strategic alliance with the media will be a key in your collaboration marketing plan. Some will choose to send releases media once a month for an elongated period of time. Some plans span 3 months, while others choose a more secure year or more. Of course, not all releases will turn into articles because big news happens and you will get sent to the bottom of the pile. But chances are if you consistently send your releases, you’ll see your name in print.

Christian Fea is CEO of Synertegic, Inc. A strategic Collaboration Marketing consulting firm. He empowers business owners to discover and implement Integration, Alliance, and Joint Ventures marketing tactics to solve specific business challenges. He demonstrates how to create your own Collaboration Marketing Strategy to increase your sales, conversation rates, and repeat business.
Visit site

Copyright (c) 2008 Christian Fea

Article Source

Tags: media, relations, strategy, plan, companies

Today’s diverse consumers (Boomers, Gen X, Gen Y, African-Americans, Asian-Americans, Gay-Lesbian-Bisexual-Transgendered consumers and women) are looking for more than just talk. They want to see companies that are an authentic part of their niche community with long-term commitment. They are savvy and skeptical, and they are tired of spin. That means that they are watching your company to see how sincere you are in including them-as employees, senior managers, board members, media partners, vendors, and through event sponsorships and community outreach. If your commitment is only wallet-deep, watch out.

Some inclusiveness is easy, but often overlooked. For example, the photos on your web site, in your brochure and annual report, in ads and on signs and billboards should reflect the diversity of the consumers you want to reach. Take a look at your photos. Do you see men and women, a range of ages, and a variety of ethnicities? As you create more targeted marketing, PR and media plans, give serious consideration to creating ads that feature the target audience group prominently in the foreground, as the main players, not background figures. Prospects consciously and subconsciously look for people like themselves in your ads.

Where you place your ads is equally important. If you want to reach one of the target audiences listed above, become knowledgeable about magazines, newspapers, blogs, podcasts and radio/TV programs that reach that audience. Equally important are in-group owned media outlets, especially in the Asian- and African-American communities. Consumers reward community loyalty, and look skeptically at marketers who shun their media.

Think your vendors are invisible? Think again. Your consumers want to know if you support diversity at all levels, including making an effort to include women-owned and minority-owned businesses in your bidding processes for contracts and in your selection of vendors. After all, those vendors are a part of your target audience community-and the talk with their friends. A strong supplier diversity track record makes an important marketing statement.

Event sponsorship is a crucial piece in successfully reaching diverse consumers. Festivals, concerts, community celebrations and street fairs are a source of ethnic pride and identity. Companies that show their commitment to a consumer niche through significant and sustained sponsorship along with a visible on-site presence help to convince wary prospects that your interest is real.

Where your products are sold also makes a PR and marketing statement. If your ads say you want your target customer’s business but your product isn’t available to the retail outlets in their communities, your sincerity will be suspect. Sometimes the best route to successful product distribution is by creating partnerships with the outlets that already have a long-standing presence in the targeted communities. This helps to build word of mouth as well as making your product available-and adds the important benefit of supporting community infrastructure.

Another important PR and marketing tool to reaching women, Asian, African-American and GLBT consumers is philanthropy to in-group charities and to nonprofits that serve their communities or special needs. Becoming a corporate sponsor of a YMCA in the community you want to reach is one example. Making a corporate commitment to a charity that meets a health or human services need for your target community is another way to build credibility. For example, since there is a high incidence of diabetes and sickle cell anemia within the African-American community, charities that support research and cures for those diseases could be a good choice. After school programs, elder care programs, literacy or computer access services are other examples of great ways to show real commitment to the communities where your target audience lives.

One of the most important ways to send a clear marketing and PR message of inclusion lies in your human resources department. Your commitment (or lack thereof) to internal diversity practices speaks volumes about your sincerity in valuing members of your target audience for more than their money. Your company’s hiring and promotion policies, the inclusiveness of your benefit policies (especially on issues such as domestic partner benefits), the diversity of your board of directors, senior management and supply chain makes a stronger statement than any ad or press release. Your target audience is watching closely to see whether your interest in reaching diverse consumers is more than slogan deep.

Author Marye C. Tharp says that in the U.S., identity is a choice–less a function of family and genetics than who we choose to be as expressed through our purchases, choice of community, the causes with which we identify and the places we work and play. Savvy, successful marketers make a commitment to becoming an authentic part of those communities-and by extension, identity-through inclusive practices in every aspect of the corporation, inside and outside the communications department.

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. She is also the author of The Summoner and The Blood King fantasy adventure novels.

Download Gail’s new ebook “154 Power-Packed PR and Marketing Tips”

Discover how to get results from business-goal focused marketing at this site – where you can also access Gail’s marketing podcast and videoblog. Visit Gail’s text and audio blog at her site

Article Source

Tags: consumer, strategies, strategy, marketing, new

When reading AP News, or even Reuters, it is easy to understand why press releases are such a powerful marketing tool. Among other things, when people read the news, it is normal to be actively looking for useful, or noteworthy information. If you sincerely believe in your product, and feel that many people can benefit from it, logically, you will want the whole world to know. Press releases are the best way to accomplish this goal.

Time and again, I have found myself astounded by the simple power of a single press release. As an example, not so long ago, a small business that rents toys was featured on AP news. While I was not interested in toys, I was most certainly interested in the business model, and wanted to check the site out. Needless to say, the traffic generated from one press release in a major news publication almost crashed the server. No doubt, the business owner also gained a hefty sales volume that will last for months.

When it comes to internet marketing, the ability to generate traffic is always a top priority. Press releases can help you generate that kind of traffic. All you will need to do is make sure that you have a few mirror sites available so that everyone that wants to see your site will be able to do so. Chances are, if you are looking at your hit counters racking up zeros day in and day out, you will be more than happy to ensure that your site can accommodate all this new traffic.

Rod C. Beckwith, co-creator of the Press Equalizer software, has made hundreds of media contacts and distributed thousands of press releases online. If you need to distribute press releases online, then check out his software package.

Article Source

Tags: market, marketing, strategy, strategies, research

Press Releases can help your business acquire publicity through the media. Having media attention affords your business believability. Here are a few tips to promote your press release’s attraction.

Correct Format: There is a format that press releases require to conform to. Make sure your yours is written in the correct formatting, as you will want it to look as professional as possible. It is also a good idea to re-read the press release for grammar, punctuation and Writing before you send it in for submission.

Keep It To The Point: Your press release should be no longer than two pages. Media companies take in lots of press releases and don’t have time to understand a ten page report.

Keeping your writing clear and brief allow you to fit in the crucial facts without going over the two page limit. As you decide what selective information to admit; answer the following questions: who, what, why, where, when, and how.

What Is The Reader Going To Acquire: Give your press releases a call to action. Include something that is going to prompt readers to go to your event, visit your website, attend your grand opening, etc. Publishing a blatant advertisement will be apparent. All media outlets will not publish blatant advertisements.

Comprise the features and benefits of what you are advertising, and give info on what it will do for your target market. If you are advertising a new drink blender and simply stating that
it is comes in 8 colours and takes up less space than previous models isn’t sufficient.

However, writing the facts as “the new model comes in eight colours and takes up less space, allowing our customers to have the full 5 speed blending power of our larger model, but also save precious counter space” lets the reader know the new benefits of the new
model.

Blair Becker wants to help out all internet marketers to learn traffic generating tips for their website(s). You can find more information about these tips at this site and this site

Article Source

Tags: press release, tips, strategy, write, news

The challenge of today’s business makes it essential to get your company’s portrayed positively in the media. In today’s business world, the image and reputation of your business is critically important. And therefore, it is essential that businesses and organizations have an effective and strategic public relations program and positive and healthy media relations. Too many businesses do not have any organized public relations plan to achieve healthy publicity for their organization year in and year out. Many firms complain that they do not get any positive publicity and feel they are ignored by the media. And there are many businesses and organizations that get extremely negative publicity that could have been prevented and/or cured by an effective PR plan. The good news in all of this is that there is a series of strategic PR tips and prescriptions to help companies and organizations achieve positive publicity and an enhanced image and reputation. This article presents ten (10) strategic PR tips to enhance your PR plan.

PR Tip #1: Identify other communication vehicles such as newsletters and websites of strategic partners to extend your public relations network.

PR Tip #2: Establish strategic alliances with other organizations to
co-sponsor programs or events and use their mailing lists.

PR Tip #3: Contact your local weekly newspaper and offer to write a monthly column.

PR Tip #4: Write letters to the editor and/or write and submit an editorial in your target media.

PR Tip #5: Always include your contact information, including your website address in every news release and external communication.

PR Tip #6: Develop a list of key influencers and the “movers & shakers” in your area and send them your newsletter.

PR Tip #7: Develop an Internet/email address book of key media contacts to facilitate the ability to instantly spread your message to the media.

PR Tip #8: Develop an effective website and include a “news” section to post your news releases and list sources of media coverage you receive.

PR Tip #9: Research and pursue opportunities to be interviewed on Talk radio programs.

PR Tip #10: Offer to be a speaker at your local community service clubs.

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 325 articles on business.

Glenn Ebersole, known as”The PR Doctor,” encourages you to commit to developing a strategic public relations plan. If you would like to learn more about how you can be guided in that endeavor, please contact Glenn today through his website at this site

Article source

Tags: public, relations, strategies, strategy, tactics

For some time, public relations has been viewed by executives as a soft discipline of questionable value to a company’s bottom line. Recently, however, PR’s reputation has received support from metrics being pressed upon every marketing initiative. “They don’t always understand there are a variety of steps required in gaining media attention, I have encountered at times a general lack of clarity about how the things I do day-to-day connect to PR” says Renee Deger, PR manager at Loyalty Lab in San Francisco.

Public relations is a strategic process used to develop a comprehensive communications plan to reach its target audience. The company’s message is received by its audience using research-based strategies and tactics created. It is essential that an effective public relations plan is in action for any sales and marketing company to reach its full potential.

By starting with what PR practitioners call a S.W.O.T. analysis, a company’s strengths, weaknesses, opportunities, and threats can be addressed. This research is necessary in order to establish future business avenues to explore. Short and long term goals should also be noted to ensure a clear and coherent message is being delivered.

A useful model used in the public relations process is the R.O.P.E. theory. The fundamentals research, objectives, planning, and evaluation are fully examined to develop an effective communications plan. These elements help guide the campaign.

Research is the first step in this strategic process, followed by setting realistic objectives, planning and execution, and finally evaluation of the campaign to tweak any areas in need of improvement. A company’s target market is identified and located. Quantitative ( eg. surveys) and qualitative (eg. focus groups) research methods can, then, be conducted to later develop an effective strategy to best reach this audience. Who and where are your potential audience(s) and how are they reached. Whether it be TV, radio or print ads, every market has their own preference and it should be known prior to creating any tactical material.

For example, press releases market a company’s involvement, success, or services in an industry; therefore, welcoming more interviews from the media than its competitors. This is only one example of how public relations can save a company from making unprofitable business ventures. Every company can benefit from a more cost efficient approach to doing business.

Moreover, strategic public relations can be essential when dealing with risk and crisis management. A company’s reputation with the public can make or break future networking opportunities. With a strategic plan in place, touchy issues can be handled in a more delicate manner resulting in a more favorable position for the company.

Al Maag, currently the chief communications officer at Phoenix-based electronic components supplier Avnet, joined the company for his first tour of PR duty. His responsibilities fell under the “communications” heading, but the CEO at the time favored advertising and other disciplines that had a set budget and wide acceptance over the squishier practice of PR.

“Nobody in our company talked to the press in those days,” he tells Monster Contributing Writer, Kelly Shermach. “Management didn’t understand it, didn’t appreciate it, didn’t care.” This wasn’t just Maag’s impression. The CEO made it clear to him that PR didn’t have a place on his priority list.

Maag convinced Avnet’s CEO that PR created the demand that its salespeople needed as well as maintaining its public image and leverage with shareholders’ investments. Now, managers at Avnet “know it’s their job,” Maag says, to create good news that can be shared with the public. “Most people believe journalism over advertising.”

Effective public relations helps build stronger and mutually beneficial relationships with existing and future clients. Loyal clients are a company’s most valuable asset and need to be carefully preserved. As noted in Monster Career Advice, with good PR, even managers struggling with small ad budgets can generate sales leads.

Article Source

Tags: sales, marketing, strategy, effective, advertising

Which activities should top your business marketing list for the coming year? These 8 Guerrilla Strategies for 2008 have the power to dial-up buzz for your brand and generate more income for any money-making venture.

#1. More Face-to-Face Networking

Face-time creates preference, so join at least two strategically chosen organizations to expand your circle of influence and position yourself to reel in bigger new business fish. Even consider getting involved with an influential church or non-profit and volunteering your services or skills. As follow-up, send your online newsletters to everyone you meet. Write a profile or blurb about those you specially wish to woo.

#2. Hone Your Niche

We can’t be all things to all people. Trying to work across too broad a spectrum dilutes your message, which weakens the power of your marketing punch. For example, if you target growing your online presence over the coming months, do it strategically. Search for small business forums in social networking sites. Join, participate, and showcase your knowledge through comments and authored articles, demonstrating to potential clients there (and those who’ll spot your thoughts thru search engine traffic) that you really know your stuff.

#3. Tend Garden Offline, In Your Own Backyard

Many Internet entrepreneurs are so busy beating the cyberbushes, they neglect to extend their services in the real world. Spend a few afternoons each month going from store to store in your community, speaking with business owners and merchants who might hire your services or buy your products. Learn what their relevant business challenges are and offer to submit a proposal, serving as their great, new solution.

#4. Regularly Post Press Releases Online

Immediately shift your mindset about what’s newsworthy. Start routinely shooting out press releases like it’s going out of style. Because these days, just the opposite is where it’s at. At least once a month, write and disseminate news releases through free distribution sites if your budget’s tight. And then, repurpose them and submit versions at various free article marketing sites.

#5. Make Each Job Bid and Promotional Offer Irresistible

Always throw in an extra service — or two! Give a deeper discount or share more of your knowledge than a client or potential customer expects. Doing so fosters loyalty and makes for repeat customers. This also seeds word-of-mouth advertising, stimulate referrals, and earns you glowing recommendation letters — all of which send more business your way.

#6. Solicit Referrals via a Rewards Program

When new business is sent your way, be sure to thank whomever vouched for you. In fact, formalize this as a referral program with an attractive pay-off for those who mention you to colleagues and business associates. Doing so takes the power of word-of-mouth advertising to new heights, giving more people more reasons to sing your praises. Make doing business with you a fun, win-win.

#7. Practice PR 101 to Create Repeat Customers

Don’t lose touch once you’ve completed a transaction or the project ends. Keep your business top-of-mind. Conduct periodic outreach, offering a discount for your “preferred customers.” At the very least, send them your newsletters. Occasionally forward a news story that may benefit their business goals. Or promote their great reviews of your service or products on your brochures and website. And be sure to give them a link. They’ll come back for more of your stellar stuff the moment a new need arises.

#8. Just Can’t Do All of This?

Hire a public relations consultant, virtual assistant, part-time marketing representative, or any other expert to help with some of it. If press release writing simply isn’t your “thing,” their are plenty of online freelancers who’ll help strategize your stories and crank them out for you. Your time is valuable; there’s never enough of it. So delegate in 2008! If you have bigger fish to fry this year, create room to grow by getting yourself out of the pan!

Viqi French is the PR and Promotions pro behind PetLeopard.com, an online guerrilla marketing boutique. Her “fiercely strategic” marketing and publishing services include publicity online and offline, influencer relations, online marketing, ebook ghost writing, and SEO web content.

As seasoned Advertising and PR Agency executive, Viqi’s managed projects for several Fortune 500s including Wal-Mart, Toyota, Fannie Mae, McDonald’s, ExxonMobil and Procter & Gamble.

For more of her killer marketing tips, free ebooks and newsletter, visit this site — or — read this blog

Article Source

You can write a perfect press release in 4 simple steps:

1. The TITLE

2. The CONTACT INFO block

3. The BODY

4. The “ABOUT” footer

NOTE 1: The old stalwart LEAD-IN “FOR IMMEDIATE RELEASE” is falling out of favor rapidly. Some Internet press release sites specifically prohibit using the phrase. When in doubt, omit it.

NOTE 2: Similarly, the concluding hash marks “# # #” or “30-30-30″ that once upon a time used to denote the end of a press release have also become passé. I’d recommend not to use them at all at the end of your PR.

STEP 1. TITLE

A perfect title consists of 3 parts:

1) The SUBJECT, followed by

2) a VERB, concluded with

3) the OBJECT.

SUBJECT is the name of the business or organization which is trying to get its newsworthy message across.

VERB is the newsworthy action. It is the reason why the PR is written.

OBJECT is the main thing that has been accomplished by the SUBJECT through the VERB.

Here are some real titles from real PRs:

TITLE: “Evatone Adds Fulfillment Center in Mocksville, NC”

SUBJECT: Evatone

VERB: Adds

OBJECT: Fulfillment Center in Mocksville, NC

Another real-life example:

TITLE: “American Physicians Capital, Inc. Responds to SCPIE Holdings Press Release”

SUBJECT: American Physicians Capital, Inc.

VERB: Responds

OBJECT: SCPIE Holdings Press Release

NOTE: It’s important that you use your Search Engine KEYWORDS in the Title.

STEP 2. CONTACT INFO block

A perfect Contact Info block comes right after the TITLE and consists of 8 parts:

The HEADER “For More Information Contact:” or anything to that effect.

NAME of the contact person.

TITLE of the contact person.

NAME of the Organization the contact person represents.

BUSINESS ADDRESS of the organization.

PHONE NUMBER [and optional, FAX NUMBER] of the contact person.

E-MAIL of the contact person.

WEB SITE URL of the contact person.

Here is an example:

For More Information Contact:

Dr. Ugur Akinci

Senior Web Content Consultant

Akinci Associates, LLC

4938 Hampden Lane, Bethesda, MD 20814

(240) 460-9384

site

STEP 3. BODY

Start the body of your press release with the DATELINE.

Dateline summarizes the PLACE from where the PR is originated. It gives a quick geographic for the organization releasing the PR. It also has the DATE of the release.

Here are some real-life examples:

CARLSBAD, Calif. – May 29, 2007 – (Microsoft PR)

RALEIGH, NC – April 10, 2006 – (RedHat PR)

SUNNYVALE, Calif., Feb 01, 2008 (BUSINESS WIRE) – (Yahoo! PR which includes the name of the PR services that distributed it as well.)

Washington, D.C., March 8, 2007 – (Securities and Exchange Commission PR)

NOTE: There are a number of Internet PR sites that discourage using DATE in the dateline since they determine when the PR is actually distributed.

The BODY consists of the expanded version of the TITLE. Go ahead and deliver the great news about your new product, goods, services, organizational changes, web site, profits, staff changes, office moving, and anything else that is newsworthy.

The BODY should be 3 or 4 paragraph maximum, each paragraph having 3 or 4 sentences. Longer than that, and you’ll put your readers to sleep.

NOTE: It’s important that you use your Search Engine KEYWORDS in the Body, especially in the First Paragraph.

STEP 4. The “ABOUT” footer

This is the section where you introduce your business or organization to your readers in a few paragraphs.

It consists of 3 brief parts:

1.Short summary of what you do, what you produce, which services you deliver, or whom you represent.

2.Short history; establishment date, changes through time, names of important staffers, partners, allies.

3.Way to contact, including perhaps a map link or travel and driving directions.

Follow these 4 basic steps and you’ll have a perfect press release every time.

Best regards and good luck!

**************************************************************************

Visit here to subscribe to free “Monthly Success Update Newsletter” — packed with tips on copy writing, technical writing, information design and marketing. Subscribe and claim your FREE BONUS today!

**************************************************************************

Article Source

Tags: media, relations, strategy, plan, companies

A conventional ‘hard copy’ press release is a brief document generally one to three double-spaced type written pages announcing news about your company, product or service to media professionals.

E-mail press releases are usually shorter in length than their print counterparts. The majority of electronic news releases sent between 400 to 500 words of text organized into short two to three sentence paragraphs.

E-mail software allows recipients to set limits on the size of messages it will download. Since many individuals do not change the default limit on their e-mail software, long messages can be truncated. For this reason we discourage clients from sending extremely lengthy electronic news releases.

Information such as photographs, bios of company executives, white papers and other supporting documents usually included in a printed media kit may be published online where reporters may access them easily at their convenience. Include a link to these files in your release. Do not send attachments.

If your company, for example, has completed an online survey of Internet shoppers, include a brief overview of the results in the electronic press release then follow that paragraph with the URL or home page address where complete survey results are published. The URLs for screen shots of your Web site and products may also be included in the news release.

Some reporters have limited online access. As a courtesy, always include a contact method for reporters who prefer to have materials mailed to them by conventional means.

Sending photographs and supplemental information files through e-mail attachments is not acceptable when contacting a reporter.

Information to Include in a News Release

– A compelling e-mail subject header and headline.

– A first paragraph that covers the five W’s: who, what, where, when and why.

–Electronic contact information including an e-mail address for the press contact and Web site address of the company. Reporters working on deadline will often choose to call a company representative rather than wait for a reply by e-mail. Be sure that in addition to e-mail contact information a phone number for the press contact is listed.

–The mention of key clients or endorsement from a ‘non-biased’ source like university professor or software reviewer. You should have permission from those sources to use their remarks in your press release.

–A short paragraph at the end of the release containing background information about the company, sometimes called a “boilerplate.” This might include a synopsis of the activities of the company, how long they have been in business, and any area of expertise. If the press release is about a book or entertainer then cover career high-points.

Story Tips

Electronic PR does not differ from conventional PR in that one’s ability to write and organize information well is rewarded with press coverage. However, the one-two punch of a creative subject header for your message and a clever “spin” to your news rings extra loud in a crowded inbox.

Many journalists respond to clever writing and news releases that describe how a new product or service is a solution to a business or consumer problem.

Pointing to a new business, consumer or health trend is another way to position a story.

Another popular method for obtaining press coverage is to ride piggy-back on a breaking news story by alerting the media to your client’s expertise on that particular subject.

Like the Rolling Stones say, “Time is on your side.” Be prepared to act fast if you sense a PR opportunity. Time the sending of your news release right and you can receive a windfall of publicity.

How to Format a Release

1) The first line of the e-mail body should read: FOR IMMEDIATE RELEASE in all caps. This lets the reporter know the news is authorized for publication on the date they receive it.

2) Allow one spacer line then write a headline using a combination of lower case and capital letters. Keep your headline to ten words or less. Do not write the headline in all capital letters because it is too difficult to scan.

3) Allow another empty line for spacing, then begin the text of the release as we show with the city and state followed by a dash. All releases must include a date since reporters do not always use releases immediately.

4) There are a number of conventions for line length of electronic press releases. Xpress Press formats press release to the style most universal among e-mail readers.

5) Include press contact information below the text of the news release. A reporter reading your release should be able to make a decision about your story in the first screen of the e-mail message. Don’t waste that space with contact information. They will scroll down to find out who to contact if they want to follow-up with you.

6) Finally, close the document with the characters -30- or ### which are style conventions that let the report know they have reached the end of the story.

REMINDERS

Don’t trust your word processing program to catch errors in grammar and spelling. Have a few individuals read the release before sending it to a reporter or news agency. Although an Xpress Press staffer reads through each release, we are reading a number of stories each day looking for obvious errors like the omission of an e-mail address for the press contact.

Additionally, remember that press releases are sent by e-mail and not everyone uses the same software. For that reason we do not use HTML tags, bold type or color text which may not transmit consistently across all computer platforms.

Sample Press Releases

Below is a sample press release that generated quite a buzz for its company several years ago. Notice that the release does not follow the usual rules of including the five W’s up front. However, the headline is a unique twist on words and grabs the reader’s interest quickly.

When to Send Your News

Daily Newspapers

Business and general assignment reporters working for newspapers and online dailies turn around stories within 24 and 48 hours. However, feature writers are working on stories weeks in advance of publication date. Press Releases about special events or with holiday tie-ins should be sent a minimum of three weeks in advance so the reporter has ample time to research and write the story. The same is true for promoting online webcasts and events. Three weeks is often needed to obtain coverage in Internet newsletters and online calendars.

Monthly Magazines

Monthly publications close editorial content two months in advance of the issue date. It is not unusual for writers to be deciding on story content for a December issue in September. Stories with a holiday theme should be sent to allow the reporter ample time for research and coverage.

Radio and Television

Radio or television stations may plug your Web site or product and perhaps be interested in having a representative from your company appear on one of their programs. Because interviews can be held over the telephone you might receive a call in the afternoon for a show airing that evening. Be prepared. Designate someone from your company as the spokesperson and have them prep for the show. In some cases you can ask the show’s producer for a list of questions you will be asked. Plan how you will reply to the questions. Also plan how you will respond to the interviewer if they ask questions you do not wish to answer.

Blogs and Online (Immediate)

Tina Koenig is founder of the Xpress Press News Service, the first company to distribute press releases online, and via email, to the media. The company provides writing, editing, and press release distribution services to companies worldwide. Visit the websiteHere.

Article Source

Tags: strategy, relation, press, distribution

Reporters are always looking for compelling stories. You can help them and, at the same time, win press coverage for your products, services, organization or cause. Every organization, including yours, has newsworthy information. Sometimes you just have to dig a bit to get to it. Here are seven suggestions that will help you find the stories within your organization that you can pitch to get positive press attention and boost your public relations:

1) Identify trends in your industry – use your organization/product/issue as an example of a trend — and pitch them as story ideas to the magazines, newsletters and Web sites your customers and prospects read.

2) A milestone: does your organization have an accomplishment or anniversary to brag about that is of public interest – a new product, service, partnership, event, contract win or hire? Find a news hook for it. Here, for example, are some commemorations that might be good news hooks for your products or services: National School Success Month, National Preparedness Month, Self Improvement Month, and Hispanic Heritage Month.

3) Take note of a “First in a Series” article. If you and your company would fit into the series as good sources, contact the reporter with reasons you might be included in the next article in the series.

4) Commission a study or survey, the results of which need to appeal to news outlets you most want to reach. Co-sponsor the survey with a well-known industry organization to boost visibility. Online companies let you create, send, and analyze surveys via the Web at very small cost. For inexpensive online polling, try www.surveymonkey.com, www.questionpro.com or www.constantcontact.com.

5) Spotlight newsworthy people in your organization. For example, if a staffer is a gifted writer, musician or athlete, pitch the story to the appropriate editors of the newspaper. That way you’ll also have a chance of getting your organization mentioned in the Arts, Sports and Local sections as well as Business.

6) Write a column yourself. Somewhere in your organization is a white paper or speech that you can cut to 800 words and submit as an Op-Ed or “expert” column to a trade publication or local business journal. Buy reprints and add them to your sales and marketing materials.

7) Send news releases. They do work if concise, newsworthy, and timely. Keep out the fluff and spin. Put the real news in the headline and first paragraph. Before you send a release, put yourself in a reporter’s place. “Could I write a story using this information?” A regular “drumbeat” of releases (one or two a month) keeps your visibility high and helps keep you current when reporters do Internet searches to look for information. About 400-500 words is
the optimum length.

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 at his website

Article Source