| |
| |
|
PR Information |
|
|
|
Gaining Free Publicity Through Press Releases
One of the greatest ways to promote your product or service is with publicity. Many people have little, if any, understanding of how to go about securing publicity, never mind free publicity. Fact is, people will pay more attention to free publicity than they often do to paid advertising. A simple way to gain free publicity is to write and distribute a well-written and well-formatted press release. A good press release is one of the most effective, and yet, most underutilized, of publicity tools. Simply put, a press release is an announcement you send to magazines, trade journals, newspapers, and newsletters. Also to radio and television. Often what you send to radio and television are referred to as PSA's (Public Service Announcements). I have one client who hosted an event and submitted one well-written and well-distributed press releases to the media. When the release made it in print, they went from having a 50% booking for their event through some direct mail efforts to filling up the entire room in less than 48 hours. This was worth a substantial amount of money to them. Necessary steps Prior to writing a press release, determine the following:
Develop a system for writing and distribution of releases. Stay organized. Know how to send the press release to a specific media outlet and person. Each has their own preference as to how they want to receive it. It will be to your benefit to find out. A quick phone call will often provide you with this key information. Editors are inundated with information. If you want their attention keep the release short and to the point. During busy times, like before a huge event in a city, they will be in information overload. Don't use massive amounts of buzzwords such as "its all-new, interactive, interoperable, cross-platform, new multimedia solution." Avoid jargon. The general public will have no idea what your industry jargon means and editors rarely will take time to find out. Give them the who/what/when/where/why as articulately as you can. Make your information is complete. Incomplete information is far more likely to get your press release in the trash bin than anything else. The 5 Ws of writing a press release or PSA. Who should attend? Who will be there? What is taking place? What will come from this event? Is it a fundraiser? When is it happening? Where will this occur? Why would people be interested in the information? Why would they attend the event? Sending press releases Many journalists prefer that you send press releases via e-mail. You will find some die-hard snail mail folks, and a few who like faxes. If you're about to start working with a new journalist, and you're not sure how they prefer to receive their press information, ask. Once they tell you how they prefer the information, honor that request. E-mail should be sent as a plain text file: the simpler, the better. Do not send a press release via email with an attachment. Most media people will automatically delete due to the concern of a virus. Do not send your email out via a mass email. Actually, if you use a good contact management database, you can send it by mass email and it appears as if each is a personalized email. Don't send a press release to your entire press list, with the entire recipient list visible. When an editor calls for more information, respond to their call as quickly and professionally as possible. There is not substitute for building good relationships with the media. Don't ever think you are too busy for them. By making yourself available for the media, they tend to make themselves available for you. And what more could you possibly ask for? Copyright: © 2004 by Kathleen Gage Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required. About The Author Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. She is the recipient of the 2004 Giant Step Award for Business of the Year in the State of Utah. Call 801.619.1514 or email Kathleen@turningpointpresents.com. Get Gage's online newsletter called Street Smarts Marketing and Promotions by visiting www.kathleengage.com.
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
What I Do I believe this about public relations.People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity In this great country of ours, there are basically three ways to get yourself tons of media coverage.You can be a celebrity. A Winning Game Plan You want to sell your products or services, and that means good money management, top quality products or services, and hard work on your part. But, for REAL success, the icing on the cake is public relations. Why You Should Write a Book (Even if You Really Dont Want To) Recently, I told a friend (who's a business owner) that she needed to write a book. Although she's a good writer with terrific ideas, she said, "Do I really have to do it?"For her -- and for those of you who have a business -- the answer is yes. Dont Do This to Your News Release! Hundreds of thousands of News Releases are sent out all the time and many people will show you different ways to write a news release in a way that will result in publicity for you or for your company. However, many people over look the 17 Deadly Sins that you should never do or have in a news release. Put Yourself in the Reporters Shoes Imagine you're the technology reporter at a daily newspaper. You learn that a new computer virus is making the rounds on the Net and you find that it has shut down three local banks within the past few hours. Public Relations - Defining Your Organization from the Inside Out What do your customers say about your company?Would you let your major competitor control your sales strategy?Public relations is an inevitable consequence of being in business. Whether you like it or not, your corporate image evolves with every interaction with clients, investors, competitors, and even between your own employees. The Worst PR Mistakes For a business, non-profit or association manager, they could be fatal, coming as they do in four bitter flavors.Mistake #1 - You limit your PR activity pretty much to placing product and service plugs on radio and in newspapers. PR Where it Matters Most What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?Nothing.Those stakeholder behaviors directly impact virtually every management and operating activity of the organization. 7 Tips to Get More Mileage Out of Your Online or Offline Publicity You worked hard to get a story on your business in a popularwebsite or your local paper. Don't let your efforts ends there --here are seven tips to help you maximize your online and offlinepublicity: 1) Reprint, Reprint, Reprint! A favorable article on your company or products is marketing gold- it implies that the publication or website has given itsendorsement. Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage? Did you Know That Even TV Remote Control Units Can Get Press and Media Coverage? It is widely and yet wrongly believed that only very famous, fascinating or controversial people or products can get valuable press coverage and publicity through the distribution of press releases.This would seem to shut out a vast majority of small businesses and their products and services from benefiting and profiting from the lucrative world of the press and media. Financial Planners Garner Free Publicity by Making it Easy for the Media Would you advise clients to buy a stock based on the say so of an investor relations person, or something you overheard at a restaurant? Of course not. You want to see at least some independent research before suggesting it be added to your clients' portfolios. The Press Pack Is Chasing You - Give Them Room There's good news for public relations execs, marketing professionals and even one-man-band entrepreneurs: journalists are surfing your sites looking for news.It's true - while some PR people spend months trying to win over cynical reporters in order to wrangle a company profile or CEO interview (and get nowhere), an army of journalists are proactively hunting for facts, figures and interview candidates. Time Your News Release For Maximum Publicity "Cindy, where's that story? I need it yesterday!""Coming right up, boss. I'll have it to you soon," Cindy shouted back. What Is Best Practice Public Relations? Why, public relations that stays true to its fundamental premise, of course.In a nutshell, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Financial Planners, Why Advertise When Free Publicity and Marketing Is Better? Commit this to memory, please: To get in the media, being good is good enough.You don't need to be perfect, or even the best in your profession. Marketing-Minded Financial Planners: Put Extra Content in an E-Zine As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste-become a media person yourself by publishing an e-zine. Financial Planners, Make Sure Reporters Comprehend Your Topic Don't assume that a reporter understands financial planning. If anything, assume the opposite until proven wrong. Writing a Press Release: Inverted Pyramid Style A term you'll hear in newsrooms, in editing meetings, in Journalism 101, but almost nowhere else, is "inverted pyramid."The "inverted pyramid" style is the goal of every newspaper reporter, and, if you want free publicity, it should be the goal of your press release as well. Managers, Which PR Is Right For You? An effort built around a string of print and broadcast exposures? Or, a public relations initiative that delivers results far beyond simple publicity tactics. Namely, real behavior change among your most important outside audiences leading directly to reaching your objectives.
|
| home | site map |
| © 2006 |
