Here’s a great article by Bonnie Boots about how to get a reporter to use you as a resource, to become THE person they quote in their next article. She always has easy to digest nuggets of information filled with resources you can take advantage immediately.
ENJOY!
How To Get Yourself and Your Business Mentioned By A Reporter by Bonnie Boots
Can you imagine what it would do for your business if you were mentioned in a newspaper or magazine article or even a book?
You can’t buy that kind of publicity. It only comes by chance, when a reporter calls and asks you for a quote. But there are ways of vastly increasing your chances, and they’re all online.
When I was working in print journalism, one of my biggest challenges was finding relevant people I could quote. By relevant, I mean people that had actually expertise or personal experience in the topic I was writing about.
For example, in writing a lengthy report on the challenge of providing adequate mental health care, I had to be able to quote people on both sides of the story, people dealing personally with mental health issues as well as those involved in providing mental health services.
It’s not easy to get people on either side to speak out publicly. People working for government-funded services can be fired for making statements that haven’t been approved by their supervisors. And because there’s still a stigma attached to mental illness, people with mental health issues in their family often keep it very private.
I spent many hours hitting the streets and working the phone to come up with enough people to quote for that feature article. Every reporter goes through this. And every reporter has seen a story they really want to write slip through their fingers because they can’t find appropriate people willing to be quoted.
Reporters need people to quote. And you know what they say about business…find a need and fill it!
So imagine if you were the person who provided a reporter with the quotes they need? Imagine if you were the one getting written up in the New York Times, or even your local newspaper.
You can do more than imagine it. You can make it happen. The easiest way to start is by subscribing to a service called Reporter’s Source at http://www.reporterssource.com/
Reporter’s Source describes itself as “a free service linking journalists and other members of the media with businesses and individuals.”
Reporters looking for people to interview fill out a form describing their intended story and exactly the kind of people they are looking for. People interested in being a source for a reporter can register for the daily newsletter. Every day it arrives with a list of requests from reporters and writers.
If you have information or experience that’s pertinent to their story, you can send a brief synopsis of information that Reporter’s Source will forward to the journalist. If the writer uses you, the result can be big publicity for your business or self.
On any given day, the requests from reporters and writers can range from parents of grad students willing to talk about the parent/almost-adult child dynamic, to experts on the health insurance industry.
If you are chosen for an interview, never ask a reporter to mention anything in particular about yourself or your business. For example, it’s highly inappropriate to ask a reporter if they’ll put in a plug for your web site. Reporters are in the business of writing reports, not your publicity. Don’t tick them off by asking.
But do be aware that reporters are looking for one thing–good story material. The more you tell them about yourself and your business, and the more you can tell it in such a way that it relates to the story being written, the more likely the reporter is to use your information.
For example, if you’re being interviewed for a report on people working from home, you’d naturally want to mention that working on the internet allows you to do business around the world, while sitting at a laptop in your living room.
Mention that you have the freedom to work in jeans and baggy t-shirts, to work any hours you choose, and to automate large portions of your business, and you’ll wind up making your web site an interesting and important part of the reporter’s story.
If you’re seeking free publicity, remember that reporters are seeking you!
About the Author
Bonnie Boots is the publisher/editor of The Internet Wizards Magazine for people who want to create their own products and market on the internet. Register for your free 1-year subscription at http://www.theinternetwizards.com
September 29th, 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 2010 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 $1,500 worth of BONUS items as a thank you.
February 6th, 2009
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The “Can’t Miss System” for Getting Free Publicity
by Paul Hartunian
Publicity is a funny business. On one hand you have as many variables as you do opportunities to promote and yet, on the other hand, beneath it all, there are a few cardinal rules that regulate any successful publicity effort. Each rule make take on a different color depending on the specifics that apply to individual industries, but once you strip it all down, you’ll always find the following system at work in any working system.  It all begins with quality. Unless you have something worth selling, something the general public will be interested in buying, it’s just a matter of time before you’re going to run out of “first time buyers” willing to try you out. Â
Our goal in promoting is going to be to attract free publicity, which, by definition means we’re going to have to do something that’s newsworthy. It isn’t going to do for us to simply buy all the press we need in the form of advertising. That means we’re going to have to re aim our marketing strategies. We want to offer a product that stands out as being an incredible value. Â
One option business have in promoting their benefits is to make a smaller per sale profit margin to a larger portion of the general public. Instead of making, say, $100 profit per product sold to 10 people, they aim at making just $50 profit per product sold to 30. We’ll use that in our example. Once the quality and price are established, then it’s important that we chart out a long term marketing plan. It’s all about creating a steady growth over the long haul. Â
To read the rest of this chapter and others, visit:Â GET MEDIA SAVVY and download Your FREE Copy today!
April 28th, 2008
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Award Wins Can Help Build Brand and Sales. Here’s How.Â
By Nancy S. Juetten An excerpt from GET MEDIA SAVVY – The Ultimate eGuide to Promote Your Products, Services and Ideas to the World!
Companies seeking credibility, a leading edge over competition, favorable publicity, and a way to accelerate sales are gaining value from award contests that reinforce their core values, strategic initiatives, and marketing claims. Just as travelers rely upon the star rating system to choose a hotel or a Zagat survey to choose a restaurant, buyers of any variety of products and services want to spend their money with winners – and they do. In fact, a research study by Hendricks & Singhal of the
University of
Western Ontario and Georgia Institute of Technology, revealed more than 600 quality corporate award winners had 37% more sales growth and 44% higher stock price return than their peers.
Â
Here are a few more benefits to justify your investment of time and effort in award competitions: 1. Get to “yes†faster. Winning prestigious award contests can help unknown, unproven, or emerging companies better compete for and win new business. Award wins make choosing a company less risky for buyers and potential employees.Â
Dave Caple, president of Northwest Suites & Housing Services, winner of a variety of Better Business Bureau, Eastside Business, and housing industry honors including Company of the Year, said, “The biggest bang for the buck on the awards is the fact that they validate and help promote the strength and quality of our company in the regions and industries in which we do business.â€
To read the rest of the chapter and others, visit:Â GET MEDIA SAVVY and download Your FREE Copy today!Â
February 26th, 2008
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Subject: Grab the media spotlight with free publicity.
More powerful and profitable than any advertising you can buy at any price.
Learn how to quickly attract radio, TV, newspaper, magazine and Internet publicity that creates more traffic, more prospects, more sales and more profits in less time at little or no cost…
Admit it. You thought it was going to be simple. Just get a list of newspaper contacts, write a few words about your product or service, click send then sit back and wait for all the reporters clamoring to interview you.
But it didn’t happen.
Why? Because you were told by some so-called guru that it was that easy.Â
But it can be easy, and I want to share with you a great new resource that will help you get the free publicity you want, without paying a fortune.
It’s called Penny Pinching Publicity and it’s from Shannon Cherry, someone I really trust who is truly a public relations professional. What I like about Shannon is that she tells it like it is (It must be something from her old reporter days as a TV news anchor)… and she gives practical publicity advice that you can easily do yourself.
This is not an audio program or manual that all too often leaves you with more questions than answers. Penny Pinching Publicity is limited to members-only, allowing you learn tactics and skills to get you and your business noticed by journalists in your own backyard – and across the country. Designed for anyone who wants to manage their publicity and reputation without paying the cost of a public relations firm, Penny Pinching Publicity is a one-stop shop.
Subscribe by going to Penny Pinching Publicity now!
By subscribing to the Penny Pinching Publicity, you’ll get:
   * “Penny Pinching Publicity”, the monthly newsletter chock full of publicity articles, media contacts, resources and expert advice that will help you craft your own PR to get noticed by the media. Think of it as an extended version of her popular free eZine, Be Heard! With more PR & free publicity tips, more media contacts, and special features only seen in this publication.
This alone is worth the low subscription price, but there’s even more with your membership:
   * A members-only online forum where there’s addition information on publicity topics. It’s also a place to ask questions and have me- and other members – help you.
   * A special section in the forum where Shannon will post the “Hot Lead of the Week” – where you’ll be put in touch with a reporter who is looking for an expert like you for a story that he or she is working on. You’ll get their names and email addresses and their story angles so you can contact them directly. We’re talking big name publications and media outlets like The Wall Street Journal, CNN, and Newsweek, as well as Parents and Ladies Home Journal.
   * Fill-in-the-blank press releases for you to customize and send out. Each month, you’ll get an easy-to-use, press release ready for you to use to get more publicity. But more than that, included is a simple checklist for you to use to get it to the right reporter, each and every time.
   * The latest comings and goings of reporters, exclusive insider media information and much more!
Subscribe by going to PennyPinching Publicity now!
You would spend literally thousands of dollars compiling this information into a usable format yourself and that’s BEFORE even having a chance to use any of it to get free publicity. And do you know how much publicists cost? You can easily pay a $5,000.00 per month retainer and you will most likely be their lowest price client and get the least amount of attention.
But today Shannon’s offering her exclusive tips and techniques to get media coverage for only one penny the first month, then $19.95 every month thereafter. Imagine getting access to thousands of dollars worth of f^ree publicity ideas and media lists for only one cent!
Subscribe today at Penny Pinching Publicity now!
Needless to say, this information is jam packed with the jealously guarded secrets to get you free publicity. Truth is, you’ll never find this in-depth information in any book or manual. But even with that said, just to sweeten the pot a bit you’ll also get three special bonuses to reward you for taking action immediately.
Bonus #1: A media list of the top 100 business publications in the country, with contact details (a $100 value)
Bonus #2: A media list of the top 250 daily newspapers by circulation (a $300 value)
Bonus #3: Master the Media audio presentation, which shares the techniques to get your own PR campaign started (a $37 value)
If you’re not making the most of PR, you’re losing sales. Penny Pinching Publicity puts all the resources of a PR agency at your fingertips, and gives you all the tools you need to get free and credible exposure for your products, services, or company… fast!
Get it all now by signing up today at Penny Pinching Publicity!
 For the cost of few lattes, each month you’ll get all the information and ideas to help you to:
   * get more prospects because they’ll recognize you as an expert in the media, giving you more customers without more costs
   * gain instant credibility and celebrity by appearing in newspapers, magazines and on the radio and TV
   * grab an advantage over your competition by becoming a media darling
Subscribe today at Penny Pinching Publicity now!
Tell her Heidi sent you!
November 14th, 2007
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Hear Paul Hartunian Live at 4pm Eastern time tomorrow!
Paul Hartunian is North America’s leading expert on obtaining mountains of free publicity for their businesses. He has shown thousands of people how to use publicity to get customers and rocket businesses to all time highs, and even become celebrities in their own marketplace. “Every person on this planet can get tremendous amounts of free publicity for any product, service cause or issue. They just have to be taught the simple steps to take…and then take them”, according to Dr. Paul Hartunian.Â
Paul Hartunian is a wiz at showing people how to get mountains of free publicity for their online and offline businesses. He has shown thousands of people how to use publicity to make sales, get leads, rocket businesses to all time highs, and even become celebrities. His techniques require no special skills, no “insider contacts,” and little or no money. Paul and his publicity students have been featured on the Phil Donahue Show, the Jenny Jones Show, To Tell the Truth, the Regis Philbin Show, Johnny Carson’s Tonight Show, Smart Money, CNN News, Forbes, Changing Times, Redbook, New Jersey Monthly, Money magazine, USA Today, the Wall Street Journal, the New York Times, and over 1,000 other radio and TV talk shows.  And yes, he really did sell the Brooklyn Bridge! “Anyone can duplicate what I’ve done. Not only will I prove that statement, I’ll teach people exactly what to do and how to do it, so they can prove it to themselves.”Â
In his talk “How to Get $1 Million Worth of Publicity…FREE!”, Paul teaches his audience, step by step, how they can get mountains of free publicity.Â
He reveals the secret to getting on the Sally, Oprah and the other “majors”.Â
He tells the audience how to conduct themselves during an interview so they not only make a substantial amount of money, but they’re also asked back to do it again!Â
He tells them how he made $400,000 with just one hour of work, thanks to the media.Â
But, more importantly, he shows the audience how to duplicate what he’s done by teaching them the special method he’s developed for getting media coverage.Â
“I don’t care if a person has a little ice cream shop in a tiny town or if he has a huge, multinational corporation. I can teach them how to get publicity that will boost their bottom lines while making them mini-celebrities.”
Visit Paul online at: www.HotPublicityTips.com and www.MillionDollarPublicity.com
To sign up for this session and the session at 1pm Eastern time with Francine Kizner of Entrepreneur.com, visit: http://womensmediasummit.com/register/
October 28th, 2007
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Want to know how to make the Most out of Radio Interview Opportunities? Here’s an article I found a good Q & A article in Entrepreneur.com called Publicize Your Business With Radio Interviews by Al Lautenslager: Guerrilla Marketing. (Although it was published some time ago, the information is still relavant today)
“Q: How can I generate PR by radio interviews, and what do I say if I get one?
A: Just like the publishing of your press release in a publication, radio PR is free advertising. And just like PR in a publication, some of the same considerations must be given to radio PR. In a publication, a directed press release needs to be newsworthy. At the least, it has to be of interest to the readership of the publication. In radio, a radio interview must be of interest to the “listenership.” You don’t interview a business author on a home and gardening show. You don’t interview a public official on a technology and computer show. And just like publication PR, interviews and news items are generated by press releases-so don’t forget to add your local radio stations to your press release distribution list.”
To read the rest of the article, visit: Â http://www.entrepreneur.com/marketing/publicrelations/prbasics/article65172.html.
Here’s a great article that complements the one above, that I recommend you read “MEDIA TRAINING TIPS” by Annie Jennings of Annie Jennings PR.
Here’s the link: http://www.anniejenningspr.com/pages/mediatraining.htm
And be sure to join us tomorrow at 2 PM for another great session with Sherryl Lin Haldy of Voice America / Modavox - we will be talking about “The Inside Scoop on Getting on Radio.”
 If you’ve always wanted to get on radio or if you want MORE exposure on RADIO, be sure to join us for this important and information-rich session.
 To register, go to: http://womensmediasummit.com/register/
October 22nd, 2007
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By Catherine Franz
 Recently, one of my clients had the opportunity to be interviewed for a Channel 5 news program about her book. When these opportunities appear, they usually come fast. This one was no different! She only had 24 hours to prepare. The television interviewer asked my client, “What more do you have to offer to the story?” This is not an unusual question for television news personnel to ask their interviewee. Her book, which was on child-centered divorce, was also the topic the reporter was interested in. Specifically, her book, actually an e-book, was a story guide that creates a finished product. The story guide helps parents share the news of their divorce, or separation, to their children, or child, in a story format that explains the situation with love and in a format a child understands.
Our answer to the news reporter question was the movie Kramer vs. Kramer. My client purchased the movie, reviewed the movie, and selected several clips that she believed would enhance the interviewer’s story and her interview.  She wrote down the time for each chosen clip and keyed up the first spot right before the interview.
The reporter was very pleased and thankful. My client believes that the interview made it to the air because the story was not more interesting.Â
The reporter chose a clip and recorded it directly from her television set during the interview.Sometimes the reporter may want to borrow the movie and have the clip spliced in at their studio. In this case, it’s best not to rent the movie just in case it isn’t returned by the promised date.
If you are going to be interviewed by the media for any reason, ask yourself if there is a movie, or other illustration of some type that you can provide that will help the story and maybe illustrate a point or two on your topic. These will always help your story from getting past the cutting floor onto the air. Catherine Franz, Certified Life and Business Marketing Coach
Check out her sites:
http://abundance.blogs.com
www.abundancecenter.comÂ
Ps. Catherine is speaking at the Women’s Media Summit on Friday, October 19 at 12 Noon Eastern time – Her program is Developing Your Media Platform Using a Storyboard ….
To register go to http://womensmediasummit.com/register/
October 5th, 2007
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“Public relations is generally the result of form and substance†– Unknown
In business you need lots of plans. You need a Business Plan, a Marketing Plan, a Human Resource Plan and even a Media and Public Relations Plan. And like any other plan, you need to define what you want to accomplish, what you want to say, who you need to tell, and what information would be considered newsworthy.
What do you want to accomplish?Â
Writing out the goals for your media and public relations plans will help you crystallize your intentions. It will help you focus on results. It will help you determine what costs will be associated with your plans?
What do you want to say? And how should you communicate your message?
As with any kind of planning, you have to be able to maintain your message consistently throughout any program or opportunity that you take on. That includes consistently delivering your organizations mission, vision, and values to your intended audience.
Who do you need to talk to?
Who do you need to tell about new programs, products and services? Make a list of all stakeholders. That includes News media such as print, radio, television, and Internet outlets. Other stakeholders can include:
Â
Professionals who would have an interest in your “news.â€
Customers & clients who do business with your company and have an interest in your news.
Influencers who could potentially share your news with their circles of influence.
Build your PR Calendar
A public relations calendar helps you in to coordinate your efforts around what’s going on locally and globally. The key element of any PR Strategy is consistent ongoing communications to your target audience using a variety of methods.
Using a PR calendar effectively will also enable you to track any budget items for training courses, PR tools, distribution of press releases, etc. Keep it simple. Decide on your key activities. Then look at those activities you will need to spend time with to complete each such as writing articles, contacting journalists, preparing for speaking engagements, launching new products, planning events etc. Take a look at the months of the year and plug in the activities you want to achieve and in which months and then make sure you follow the plan.Â
When planning your PR calendar, look for times when your business would have the best chance of getting coverage. Decide what type of newsworthy angles you could include to get the journalists’ attention. You can do this by creating a file story ideas and plan the timing for distribution.
Â
By creating you media and public relations plan you will be able to capitalize on opportunities to get your story out. It will raise your chances of making the news. Â
 Stay tuned for tomorrow’s post: Using awards to promote your products or services.
Also Check out Equal Voice for a list of Media (both local and national).
And finally, register for the Women’s Media Summit here: http://womensmediasummit.com/register/
Heidi
Heidi Richards, Founder & CEO – The WECAI Networkâ„¢
September 29th, 2007
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