“When you think of public relations, the first thing that comes to mind is a press release. A press release is, and will always remain to be an important tool for reaching the media and getting the word out about your business.”
But there are other ways to tap the media, and here are some strategies you can use for your business:
- Bullet articles
- Talk radio
- Article Reprint
- Market Studies – (note: check out the Women Business Owners Survey results to see a study done by the Women’s eCommerce Association)
To read the article by Isabel M. Isidro at Power Home Biz, visit: http://www.powerhomebiz.com/blog/2008/01/public-relation-pr-tools-for-your.html
Check out Media Marvel for a list of Media featuring Red Hot News: http://www.mediamarvel.com/
And for some great all around Media Ideas download your free copy of GET Media Savvy.
Here’s what one reader had to say about GET Media Savvy:
When I first started reading, “Get Media Savvy”, I quickly recognized the table of contents even got my attention. Then I began to read the pages and almost on every page, I learned something new about media, pr or marketing. This guide is full of great tips, strategies and techniques to help any business owner “get media savvy”. Teresa Morrow, Owner of KeyBusiness Partners http://www.keybusinesspartners.com Virtual Assistance & Online Promotion for Coaches, Speakers & Writers.
April 21st, 2009
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Did you know that February 1- 7 is Publicity for Profit Week? – There’s a fairly well-kept secret among top PR agencies and major corporations. What’s the secret? Most newspapers, and many other types of media outlets, are understaffed and often have significant editorial gaps to fill. They rely on free outside copy that arrives in the form of “mat” releases, articles that are prewritten and ready for publication. You can take advantage of those gaps by writing articles and sending them to your local editorial staff (the one that would most likely handle your topic area). Be sure to include your byline (signature file) – who knows, they may use it and it could potentially generate dozens of leads–or more. Make sure the article is filled with quality content, not just a self-promotion piece.
Here are ten tips to help you turn frustration into satisfaction and raise your chances of getting the media coverage you work so hard to get:
1. Make it easy for journalists to cover your story. Media professionals are often on a deadline and the easier you make their job, the more likely they are to return the favor by giving you exposure.
2. Do what your competition doesn’t. Most businesses just send a media release, cross their fingers and hope someone will pick it up and write about it. Go beyond that by creating more value. For example you could write a tip sheet to go with the release or even a list of Frequently Asked Questions (include brief answers, and leave just enough to whet their appetite and want to know more). The whole point of getting the media to pick up the phone and call you … for the rest of the story.
3. A picture is worth a thousand words - If you mail a release, include a photo – if you email it, include a link to photos. A photo can tell the part of the story words alone cannot.
4. Have a media page on your website devoted to information the media would be interested in such as other coverage you have received, current and past news releases, audio interviews, Q & A, photos and more.
5. Contact magazines in your topic or interest area and see if they allow “outside contributions” from experts. Ask about writer guidelines, deadlines, editorial calendars, etc. And be sure and send something! The first time I did this, I was pleasantly surprised by the results. I had no idea how to write a good article, but I did have marketing expertise. The editor loved the ideas in my article and edited it to fit their needs (pretty much rewriting the article). Since then I have learned what they like and don’t like and have written for them on several occasions.
6. Put your ego aside and be willing to learn. I believe the reason my very first article was even accepted was because of my willingness to learn their needs and take the advice the editor gave me. Since then I have written articles for hundreds of magazines, newspapers and newsletters.
7. Be professional. I mentioned that the first article I wrote was rewritten. The article was grammatically correct, however, the thoughts did not flow well, until it was rewritten.
8. Make sure you are targeting the appropriate audience. Don’t do what I have done; write just for the sake of writing. While it’s good to hone the skill, it isn’t good for building relationships. You don’t want to waste the time of the journalists you are targeting by sending them things that don’t fit their needs or their target audience. Get to know the media you plan to target. Find out what they want and need most and fill that need. If you don’t know, ask them.
9. Be reactive. If you notice the competition getting coverage, call the journalist who wrote about it and offer ideas for the next time she or he writes about your subject or expertise. Ask about future story ideas and if they have any pressing needs or working stories which you may be able to help them with.
10. Be proactive. If you can predict what your target media will be covering, you can help them by giving them the kind of stories they need. If you notice a recurring trend at certain times of year or seasons and you can address that trend either with a story or an event, your chances of getting coverage increase. For instance most companies plan their Breast Cancer Events and initiatives during October (Breast Cancer Month) when it has a greater chance of getting media attention.
And finally, keep your promises! Submit your stories, articles and resources when you say you will. Better yet, be ahead of the deadlines and you will be a hero in the eyes and minds of the media. After all, you want that media coverage now, don’t you?
For more ideas like these, check out “Quirky Marketing ~ 365 Ways to Promote Your Business Using Zany & Non-traditional Holidays.” In addition to 365 Ideas to promote your business, inside the 2009 Edition of Quirky Marketing Calendar, we show you how to use the calendar, how to work with the media, give you monthly action plan templates, a blank monthly calendar and more. At the end of each chapter is a comprehensive listing of additional holidays you can explore and use to promote your business. And an expanded resource section.
When you buy the book you also receive more than $2,000 worth of BONUS items as a thank you.
Go to www.QuirkyOffer.com to learn more and get your copy of Quirky Marketing today! Hurry! Bonuses won’t last long.
February 6th, 2009
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Are you a business owner? Are you struggling to make ends meet? Is the economy hurting your industry and you? Would you like to know how you can grow your business and change the tides on the economic slowdown we are experiencing? You can! When you attend the Grow a Million Dollar Business Virtual Summit taking place September 15, 18-20, & 23 2008. Loral Langemeier, Founder & CEO of Live out Loud will kick off our event on Monday, September 15, 2008 at 12 Noon (Eastern Standard Time).
About The Millionaire Maker:
Born and raised on a farm in Nebraska, Loral Langemeier did not start out in life with money or connections. Loral, a master coach and financial strategist, built her first business in high school, and by the time she was 34, she’d established a multi-million-dollar portfolio of properties, businesses, gas/oil and notes.Recognized by her peers for her personal commitment to helping people create unimaginable success, and acknowledged by thousands of clients for the substance, insight and applicable value her programs provide, Loral Langemeier has emerged as one of the most successful business and motivational speakers to hit the lecture platform.
Thousands of people have already used Loral’s programs to achieve significant wealth - and hundreds have become millionaires in 3 - 5 years. Loral will talk about building a wealth team, how to work with a wealth coach and more.
In this session ~ Building, Leading & Protecting Your Business Loral will also share the 7-step process that will accelerate your business and position it as an asset in your wealth building plan that is outlined in her new book, Building, Leading & Protecting Your business. You will learn revenue modeling, sales marketing strategies, and tips to protect your business assets by the Millionaire Maker. Loral will share her straightforward, strategic approach to creating wealth and generating cash through a virtuous cycle of assets and income” and how can we use them to build financial freedom known as the Wealth Cycle™ Process, and much more!
Do you want to achieve business growth and peace of mind? Do you want to build your own EMPIRE locally or globally?
Some of the largest companies in the world today started as small one-person businesses in their home office, garage or the back room of another business. When you join us for the Grow a Million Dollar Business Summit you have the chance to meet and learn from some of the leading experts on wealth creation and management to get YOUR BUSINESS on the path to building a million-dollar enterprise. You can attend Loral’s session as well as 14 other wealth building experts when you register for “How to Grow a Million Dollar Business.”
Read about the Speakers, learn more about the Program Topics and REGISTER for the event. Your investment for this 3+ day event is only $77 when you register before September 15th. (Save $20!). After September 15th price will be $97. To see all the fabulous give-aways and to sign up, visit our registration page at http://wherewomenprosper.wordpress.com/register/. Turn the tides on the slump in our economy by investing in your business.
Register for the Grow a Million Dollar Business Summit Today
Our Mission is to “Empower You to Achieve and Exceed Your Financial Goals” Looking forward to seeing you there,
Heidi
Heidi Richards Mooney, Founder ~ Where Women Prosper
September 14th, 2008
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The Fifteen Most Common Publicity Mistakes Businesses Make By Pam Lontos
As a business owner, you probably know that publicity is important to your success. But many businesses (and maybe you’re one of them) make crucial mistakes in their publicity campaigns. While some of the mistakes are more detrimental than others, the actual costs can be staggering.
For example, saying the wrong thing to a reporter may only cost you a quote in a national magazine. But in advertising dollars, that quote could have been worth hundreds. And you never really know who would have read the interview. Maybe a reporter for USA Today or maybe Oprah’s producer (or maybe even Oprah herself). Plus, what about all the time, money, and effort you spent in getting that reporter on the phone? It’s true; everyone makes mistakes. By being aware of the more common ones, at least you can take action to avoid them.
If you want to make the most of every publicity opportunity that comes your way, consider the following mistakes that businesses commonly make in their publicity campaigns:
1. Thinking hundreds of customers will walk through their door from one hit: Fame and name recognition take time and repetition to build. In fact, a person will need to see your name and logo around six or seven times before they actually remember it. So regardless of what you’ve heard, there’s no such thing as an overnight success.
2. Not being unique in their approach: No one wants to hear the same old message over and over again. So develop a hook, or unique angle that sets your business apart from others. For example, if you own a restaurant, consider what’s unique about it. What’s unique about your menu? Has the restaurant been family-owned and operated for generations? Do you offer vegetarian cuisine? The more you can make your message unique or different from the “old way,” the more attention you’ll attract.
3. Thinking they can’t get into a large publication: Many small business owners feel intimidated by the big name publications. They envision high-powered magazine editors schmoozing with big company CEOs and lining up interviews with well-known figureheads for the next six months. In reality, editors scramble daily to find people to interview who have knowledge on the latest trends and topics.
To read the other 12 mistakes, visit http://www.myarticlearchive.com/articles/7/085.htm
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers and authors. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your business. Call for a free consultation at 407-299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.
August 2nd, 2008
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Distributing your press release is just as important as writing it if you want it to be seen, and more importantly, written up in the media.Follow these tips shared by Marketing Concept, Inc. and reach your goals quicker and with more success:
- Target your audience. Only contact editors who write about your industry or topic. If you send your story to the wrong editor the only file it will end up in, is the “round file.”
- Don’t send your press release to a “nameless editor with no interest in your topic. It too will get released to the “round file.”
- When you do discover which editors cover your topic area, find out the best way to send it to them. For some email is optimum, others prefer faxes and some still do prefer to receive “news” via pony express (snail mail).
- If you do send your releases via email, never send with an attachments – let me repeat that, never send an email to a journalist with an attachment (unless they ask for it that way). It will be deleted.
- Unless the editor specifically asks for follow up, don’t! With the hundreds of press releases they receive, it will only annoy them if you call and ask if they have received it. If you wrote your release well, sent it to the correct person in the way they expect it to be sent and you made it compelling enough to want more information, let your press release do its job.
- Check editorial calendars and deadlines. And adhere to them. If you send a release to a magazine about an event taking place after their deadline, you are wasting your time – and theirs. Ask the media how much lead time they need to properly research and cover a story.
- Post your release to your site so it can be found there by journalists “looking” for information on your topic.
- Be sure and update your website before sending your release especially if you are writing about information to be found there ~ journalists will often go there first for more information before contacting you.
Tracking Your Press Release Performance
The following services can assist you with monitoring the coverage and reach of your press release.
Google News - GoogleNews crawls news stories and headlines from 4,000 news sources worldwide, and searching is free.
Bacon’s Clipping Bureau - Bacon’s Information provides a wide range of information and assistance for anyone needing to research, contact or monitor the media.
Dow Jones News Retrieval - A pay service that archives more than 60 million documents and 3,400+ trade and business publications. CustomClips® feature scans more than 2600 media outlets for specific information.
LEXIS-NEXIS Communication Center - The world’s largest provider of credible, in-depth information. From legal and government to business and high-tech, our products and services provide direct access to an enormous information universe.
Luce Online - An automatic, electronic news clipping service provider delivering up-to-the-minute stories from over 7,000 print publications, newspapers, wire services, magazines, trade publications, and Internet/Online news sites. Receive full text articles and abstracts of stories matching your custom news criteria via email or website delivery.
Source: Marketing Concept Inc. http://www.marketingsource.com
July 16th, 2008
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Recently I read an article on the Wall Street Journal blog about How to Get Killer PR by Kelly Spors
It starts like this:
“About a month ago, I was a guest on MSNBC’s “Your Business.” Another guest on the show was Sarah Endline, founder and chief executive of Sweetriot, a small New York company that sells chocolate-covered cacao beans.
As it happens, this wasn’t my first encounter with Ms. Endline. I’d interviewed her for a story a few months earlier on angel investing, though I ultimately didn’t mention her in the piece. My colleague cited her as an example in a story on companies sharing their profits with charity. And I’d run across another feature on her while browsing a magazine.
Small world? Or killer PR?”
She goes on to say: “I called Ms. Endline and asked how she’s managed to generate so much media buzz for her five-employee company.”
Here’s the PR pointers Kelly shared with her readers from that conversation:
Attend Events
Find Compelling Themes
Take Advantage of Opportunities for Publicity
Be easy to reach and accessible
Make time for PR
To read the entire artcle, visit: http://blogs.wsj.com/independentstreet/2008/03/13/how-to-get-killer-pr/
BTW, do you know an outstanding woman in Media? if so, let me know! I am compiling a list of Women in Media and Public Relations to Watch and would love to add your recommendations to my list.
Send a note to heidi (at) wecai.org with “Women in Media” in the subject line.
June 28th, 2008
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Self-promotion, PR & Media Resources, Media Interviews |
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New Media: How to Do More With Less
Lindsay Wray of the International Women’s Media Foundation wrote a great article based on a workshop conducted by Merrill Brown, founder and principal of MMB Media LLC and Janice Castro during the 2007 International Women’s Media Foundation U.S. Leadership Institute Here are some highlights: Tips for Surviving and Thriving With New Media~ Multi-task – Think across platforms; for instance, learn to take video while conducting an interview for a print article.~ Think about products – Develop ideas for ways your newsroom can use new media. ~ Don’t be afraid to mix sales and editorial – Editors and producers shouldn’t shy away from thinking about revenue opportunities, even if a new idea for a product involves other departments.
~ Embrace new technology – Boggled by blogs? Create one, and try it out.
~ Market yourself – Let other people know what kinds of technology you’re experimenting with.
Read the full article here: http://www.iwmf.org/features/10421
For more information on the next leadership institute, visit www.iwmf.org/programs/leadership.
June 5th, 2008
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eMarketer Daily has an interesting article today called Blogs and Traditional Media and how the media uses (or not) blogs to gather information, find experts and more.
According to the article: “Of the many interactive features of the top 100 newspaper and magazine Web sites in the US, reporter blogs rank near the top, as do comments on blogs, according to a study by the The Bivings Group. A full 95% of the top 100 US newspapers now offer reporter blogs (up from 80% in 2006), while 58% of the top 100 magazines provide this service. ?
To read the full article visit: http://www.emarketer.com/Article.aspx?id=1006327&src=article1_newsltr.
Be sure to subscribe to eMarketer Daily for the latest news about Media, Marketing and More!
May 22nd, 2008
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Heidi Recommends, FREE MEDIA RESOURCES |
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Shannon Cherry of Be Heard Solutions has another great tip at Start up Spark!
Here it is:
Are you looking for a way to get noticed by reporters to share your expertise and get media coverage?
Then you need to checkout this week’s Monday Media Marketing Minute, where you’ll learn how to be the go-to person when reporters need someone to interview.
Go to Startup Spark and click on the MP3 icon.
While you’re at it, get Shannon’s free special report: “Be the Big Fish: Three No-Cost Publicity Tactics to Help You Be Heard” by signing up for Be Heard! the free ezine with marketing strategies you can put to use today. Go to http://www.beheardsolutions.com/freestuff_3.htm
And don’t forget to check out her blog, Startup Spark, named one of the top 100 business blogs in the world. And don’t forget to check out my blog, Startup Spark, named one of the top 100 business blogs in the world.
May 19th, 2008
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Monday Media Minute, PR & Media Resources, FREE MEDIA RESOURCES |
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Want to get your organization noticed? Create Your Own
Holiday!
Planning special events can be a cornerstone of your marketing program. Small business owners should and can be excellent hosts of special events. Typically events are created to showcase the product and services a business offers. Designed to attract attention, educate potential attendees, and supporters and the media, special events generally focus on a specific purpose with specific outcomes. A special event can include a one-time event such as the launch of a new product/service or a grand opening; they can include ongoing events such as party or fundraising partnership or to announce a special occasion such as an open house or holiday, which is the focus of this article. When marketing a holiday you can capitalize on ones that already exist or you can “invent” your own the way the founders of the Womens eCommerce Association did when Virtual Woman’s Day™ was created. Like many other holidays on the calendar, Virtual Woman’s Day™ was born from an idea to honor an existing holiday – Women’s History Month – and making it unique to the organization. The founders of the organization wanted to encourage women to learn more about Women’s history and also connect with women around the globe which was the impetus to create Virtual Woman’s Day™.
The elements of success relating to planning special events include your planning team, your mission and goals, the tools you will use to plan and execute the event, where you will “host” the event (logistics), event marketing and public relations and event evaluation and post-event activities.
YOUR PLANNING TEAM
Do you need a team of staff/volunteers to execute a successful event? Involve your team in the planning. This core group will help develop the “theme, select the location, and determine who else should be involved. When planning the Virtual Woman’s Day™ the founders looked at their membership base as well as experts who have participated in past events to help create a team of people with a variety of expertise and targeted circles of influence to help “spread the word” about the event. These people included technology experts, networking experts, marketing experts and leaders of other organizations.
Planning special events requires people who believe in the “mission or purpose” of the event and will work toward fulfilling that mission. Depending on the size and scope of the event, the team can consist of 2 members or several with varied expertise, a specific circle of influence and good organizational skills.
YOUR PURPOSE, MISSION & GOALS
Determine the purpose of the event. Is it to make money? Is it to increase awareness of the product or company or organization? Is it to celebrate a success or a milestone? It might be a combination of all three. Once you know the purpose, you can plan accordingly. Any new idea requires a list of goals and objectives in order to be a success. Where many organizations fall short is in determining the “mission” of the organization as well as failing to write down the goals and objectives.
For instance, here’s the mission of the Virtual Woman’s Day™: “to bring together women from around the globe to network together, learn together and grow together.”
The organization also described how it intended to accomplish it’s mission. “We plan to do this by encouraging one another to share resources, promote our products and services, increase our circle of influence and have some fun in the process.”
The objectives include:
- To host a memorable event via the WECAI Network™ Conference room.
- To expand our knowledge in areas of interest to women such as healthcare, marketing, networking and building strategic alliances.
- To promote women around the globe.
- To raise awareness and increase the influence of the WECAI Network™
- To “take life by the mouse” and have fun.
PLANNING TOOLS
Timeline
Create a Timeline! The timeline should include items such as; when programs are printed, when invitations/brochures should be printed and mailed, when to start the media or publicity campaign, when to order decorations as well as registration deadlines.
Checklist
Checklists or “to do” lists should be used throughout the process and used to educate, track activities, and evaluate your events. Checklists should be designed to match timelines and checklists should be created by subgroups. All checklists should be retained for evaluation. While checklists are typically used for team business, “to do” lists might be created by team leaders and members as tools for preparing for and working through team meetings and event activities such as “the checklist for the meeting with a photographer or food/catering individual.
Budget
Your budget should include all revenue opportunities (registration sales, tickets, donations, sponsorship, concessions). When applicable, the budget should also include expenses for printing, lodging, food, supplies, security, speakers, permits, insurance, postage and miscellaneous items yet to be determined. Because Virtual Woman’s Day™ is virtual event the major expense is time. There’s also “hosting” by an Internet Service Provider, software (Web conference room), communication expenses (such as phone lines), etc. Your budgets should include money available – both actual and in-kind (donations and sponsorships), any income from the event itself and any pre, during and post expenses.
Logistics
Where is your event taking place? Will it be online event, via teleseminar or webinar, in person?Logistics also include the following: Name of company or organization hosting eventThemeEvent date & timeEvent Description – what words will you use to promote the event, to get people excited or interested in participating?
Planned activities – what types of activities do you have planned for the event? Do you plan to host workshops, keynote presentations, internet café, a networking get together or meet and greet, business showcases, prize-giveaways?
Marketing and Public Relations
Marketing your event takes unique expertise, extensive information and content on the potential audience, and the strategies you plan to use to achieve the outcomes you want from your event. You will need to answer the following: Who is the target market? What’s in it for them? What’s the message? What message will appeal to the audience?
You should also ask yourself - How will you measure the success of the event? By the number of attendees, by the amount of money raised, by the number of people interested in helping out with future events? By the media/community attention your event attracts?
How will you promote your event? What is the major objective of the publicity? Is it to raise awareness or attendance? Is it to build good community relations? If you do not have a media list, it is never too soon to start creating one. Whom do you know who works for local print, radio and television? Whom do you know who knows someone who does? The Women’s eCommerce Association promotes our events on social networking sites, on blogs, websites, via media contacts, members, and via their global network of organizations (their circles of influence).
What’s in it for them?
Do you plan to offer incentives such as discounts, or complimentary gifts to encourage attendance? Many events we host include “showcases” and experts sharing valuable information to expand attendees knowledge (also mentioned above), as well as giving away prizes every 15 minutes throughout the day. In addition, when women register they receive an automatic link to their website from the blog.
If you are planning a local event, drawing on the local community, find out if a local media guide or directory is published. Many newspapers have these resources, and so do many libraries. If it is a national event, look for national media directories for assistance. There are several to choose from. Two excellent resources include: Gebbie Press All-in-One Directory (1-845-255-7560), Bacon’s Media Catalog (1-800-621-0561), and Bradley Communications (1-800-989-1400). These directories are available on disk or books.
Evaluation/Post-Event Activities
The best marketing efforts have an evaluation process to measure the success of the effort(return on investment of time, talent and treasure). Your evaluation should include measurable goals, outcomes, attendee feedback and overall success of the event. Did it meet or succeed your goals? Did it meet the needs of your audience? Did it stay within budget? What would you do differently the next time? What would you keep the same? Would you do it again?
Remember to give “Thanks
Saying “thank you” should be considered as a vital part of planning and executing a successful event. Determine who needs to be thanked and remember to thank them in a timely fashion during and after the event. You can’t thank people too much or too often.
May 7th, 2008
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Self-promotion, PR & Media Events, PR and Media Tips |
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