Best Publicity Strategies

Drive out the Old

Let’s look at an example of Old media v New media publicity

Say you are a car dealer and you rely on constant customers coming through your doors to keep the business thriving – what is the best, most cost effective method for you to employ?

In the olden days – possibly less than five years ago although some others in your field will still be doing this – you would take out a page of newspaper advertising, possibly more, put pictures of the cars in it – color if you are lucky, along with some meager details about them and keep your fingers crossed. Paid-for newspapers advertising is the most declining media outlet of all and freesheets that specialize in this are suffering most of all. The ones that still attract an audience are probably not the audience you are looking for, as you have specific, expensive products.

Now you have a plethora of tools at your disposal. As well as advertising using new media such as setting up a sponsored ad-words campaign or paying to have your website placed near the top of various search engines.

Customers tend to be smarter and better informed than ever these days so your tactics have to be attuned to this savvier audience.

A Facebook/Myspace page and twitter account would seem to be a must but hang on a second – what are you going to put on them?   Several car dealers have accounts and do nothing with them except list customers who have bought cars and put up pictures of cars they are hoping to sell. They are using the new media tool as an old media one – with predictable results.   

A wise dealer who is paying for expert advice and guidance from an expert hired from allpublicisits.com will be listening to this advice very carefully. The first piece they will receive will be along the lines of content is king. What this means is that content has to be placed on the site and it has to be new, original and fresh. Not just pictures of cars but interactive video, an interview with a technician who has worked on the car and can tell the viewer what a good car it is and why, highlighting its individual features; maybe footage of the car out on the road to give a feel of what driving it would be like.   A blog from a technician with handy hints for mechanically challenged customers on how to avoid some of the easiest mistakes that car owners make – how to avoid flat tires, run-down batteries, low oil etc.  A manager’s blog where you can put your own thoughts on the car industry – how Toyota could have avoided it’s current PR meltdown, how serious the complaints with their cars are, what buyers should look for in Toyota’s when their cars are proven safe to use again etc.

Each tool is simple and small in and of itself but added together as a robust new approach to directly interacting with potential customers, it repositions your business within their minds as one that “gets” it’s customers needs and one that can interact with them directly on their own terms.  This is the first thing a modern customer will look for and you have achieved it with a minimum of fuss, effort and expenditure.

Allpublicists.com is the home of the qualified, expert freelance publicist and PR expert just itching to work for you.  Use the online tools to place your ad specifying the needs and budget for your particular project, what you are hoping to achieve etc; then sit back and let the experts come to you.  Interview as many as you like and choose one you are comfortable with in approach and qualifications. Once the job is completed to your satisfaction, you will pay them.  Simple as that.

New Media is not a complex or difficult art but it is an art and whilst amateurs have some middling success, the real gains and success lie with the genuine artists.

Welcome to Allpublicists.com – the Louvre of publicity and PR resources.

Toyota have recovered their PR footing recently after a dreadful beginning to their PR problems.

After appearing to ignore the various mechanical issues and deaths that have been widely reported, they could then also be accused of being less than serious in their response and finally, when the CEO stands up to apologise, he looked like he had literally been dragged in front of the media to perform it.

Crisis management is an ongoing and vital part of any organizations PR mix – taking care of and preparing for problems before they surface is as valuable and necessary from a PR and publicity point of view as fire drills to your staff. It is only when a fire hits that you are thankful that you put the preparation in and did the ugly work first – whether you are standing in the literal or metaphorical smoking remains of your company’s building or reputation.

Another major problem Toyota have had was the failure to face up to the reports and recognize that this could be a serious, or perceived as a serious problem.  The first thing to do once the cat is out of the bag is to acknowledge it, not say “what cat?” as Toyota appeared to do.

The first thing any well-prepared and executed crisis plan at this stage would be that constant, fresh and clear communication from the company about what went wrong, how, why and when it went wrong; what the company are going to do to stop it going wrong in future and how it is going to make amends. A simple apology at this stage and show of humility will go a long way in the eyes of customers, shareholders and media to prove that the company is taking the issue seriously and their approach to it. 

Surveys and research have consistently shown that if consumers think that the apologies and other subsidiary information coming from the company are insincere then the efforts to clean up the problem will be less than serious too.  Unfair or not, this is the perception.

Toyota also forgot the golden rule of one of the greatest PR practitioners of all time – Niccolo Machiavelli.  In The Prince, he counselled news management thusly: “Give bad news all at once; good news over time”.  The genius is in its simplicity. 

Put any and all negative stories out so they take up one news cycle, then you have the rest to insert good news stories into and drive the story as one of recovery and consolidation. What Toyota did instead, announcing recalls one after another, most recently the Prius recall, made it look like a company that was lurching from one crisis to another with little or no idea what was going to happen next – and from a PR point of view and it is.

Another aspect of the Toyota debacle to consider is the performance of the CEO and other senior officers. Akio Toyoda, grandson of the founder and President of the company gave one of the most awkward, least assured and guilt-affirming presentations of bad news by a high-ranking executive that this correspondent can remember in recent times. The body language used was significant here, especially as the press conference was given in Japanese.  The language of the body is universal and Toyoda’s body language was identical to a three year old child being forced into his Sunday best and frogmarched to Sunday school when he would rather be outside playing Football.  He didn’t want to be there, definitely didn’t want to be speaking to journalists and really didn’t want to be giving any bad news.

In this situation, a good crisis management plan would have identified the best communicators within an organization and had them deployed and accessible to the media immediately so the negative news could be given with a modicum of professionalism along levels recognized by the media and viewers alike as acceptable.  If somebody looks the camera in the eye, doesn’t flinch or sweat or make every move to look like they are going to run away the second the camera points away then no matter what they are saying we are more likely to believe them.

One of the best/worst things about PR disasters such as this is you can play “what if” when you are sat at home watching it unfold. What if my company was on the end of such a problem?  What if I had camera crews from every major network coming to interview me at 9am tomorrow morning? What if I needed professional publicity and PR help to save my businesses and my personal image from ruin and attack?

This What If is more easily answered. You can go to Allpublicists.com and find a qualified, available and expert crisis manager, publicist or PR expert who can firefight on your behalf, stop the bleeding and help you on your road to recovery.

When your house is burning down, you will call the fire-fighters; you wouldn’t turn on your taps and use your rinser. So if your reputation is burning, who you gonna call?

Writing an Effective Press Release, Part 2: Structure of a Press Release

Most news stories are written in what is referred to as “pyramid style,” which means they begin with the most important elements and continue with less and less important information. The same is true with a news release.

Below is the classic structure of the body of an effective product launch press release, using Apple’s recent press release announcing the launch of its iPad as an example.

• Introductory paragraph.  Usually starts with a statement describing the new product, followed by information describing the product and the impact it’s expected to have. “Apple today introduced iPad, a revolutionary device for browsing the web, reading and sending email, enjoying photos, watching videos, playing games, reading e-books, and much more. Its high-resolution, Multi-Touch display lets you interact with content — including 12 innovative new apps designed especially for iPad and almost all of the 140,000 apps available on the App Store. At just 0.5 inches thick and 1.5 pounds, iPad is thinner and lighter than any laptop or notebook. iPad will be available in March starting at the breakthrough price of just $499.”
• ·         Quote. It usually comes from one of the company’s top executives and provides unique information or insight into the announcement. “iPad is our most advanced technology in a magical and revolutionary device at an unbelievable price,” said Steve Jobs, Apple’s CEO. “iPad creates and defines an entirely new category of devices that will connect users with their apps and content in a much more intimate, intuitive and fun way than ever before.”
• Middle paragraph(s) – Elaborate on the product, its value and uniqueness. This information should be succinct, but comprehensive enough to pique the reporter’s interest in requesting additional information and pursuing a story. iPad features 12 next-generation Multi-Touch applications. Every app works in both portrait and landscape, automatically animating between views as the user rotates iPad in any direction. The precise Multi-Touch interface makes surfing the web on iPad an entirely new experience, dramatically more interactive and intimate than on a computer. Reading and sending email is fun and easy on iPad’s large screen and almost full-size “soft” keyboard. Import photos from a Mac®, PC or digital camera, see them organized as albums, and enjoy and share them using iPad’s elegant slideshows. Watch movies, TV shows and YouTube, all in HD or flip through pages of an e-book you downloaded from Apple’s new iBookstore while listening to your music collection.
• Final paragraph – Contains pricing, distribution/availability. “iPad will be available in late March worldwide for a suggested retail price of $499 (US) for the 16GB model, $599 (US) for the 32GB model, $699 (US) for the 64GB model. The Wi-Fi + 3G models of iPad will be available in April in the US and selected countries for a suggested retail price of $629 (US) for the 16GB model, $729 (US) for the 32GB model and $829 (US) for the 64GB model. iPad will be sold in the US through the Apple Store®, retail stores and select Apple Authorized Resellers. International pricing and worldwide availability will be announced at a later date. iBookstore will be available in the US at launch.”
• Boilerplate or “About the company” – A paragraph succinctly describing the company. The boilerplate usually remains consistent across most, if not all, of a company’s press releases. “Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.”

NEXT: What to Expect from a Press Release

How to write an effective press release, Part 1

As discussed in the previous post, the goal of a press release is to attract favorable media coverage about an organization’s products or services by providing reporters with the information they need to begin developing news or feature reports. Press releases may announce new products and services, sales data or other financial revenue, special events, business milestones, acquisitions or mergers, or the hiring or promotion of key employees.

Types of small business news releases

Small business generally issue four types of news releases:

1. New products and services. Is your company launching a new product that will change or shape your product category? Is it rolling out a new service that will save customers time, money or both? A recent example of this type of press release is Apple’s announcement of its new iPad. 
2. Expertise, tips and information. These releases educate readers about trends, research and advice. For example, income tax preparation services often receive national and local media coverage by offering tidbits of tax advice around April 15.
3. Tie-ins to relevant major news events. When the Tiger Woods scandal broke, countless crisis communications and media training firms garnered top-tier media coverage by offering interviews during which they discussed how Woods could have avoided or minimized the media fallout. While often very valuable, these types of media placement are oftentimes more difficult to achieve because they require organizations to identify appropriate news events and to act quickly to take advantage of the media opportunity. If this appeals to you, look for ways your product or service could tie into the news of the day and be prepared to quickly promote your expertise in relation to the major news event.
4. Hiring or promotion of key employees. When a new senior executive is recruited or promoted, brief news releases noting the change are often issued.

Writing the press release

Many organizations make the mistake of writing news releases for audiences other than the media. Although you will identify and define the “news” your release will announce, its contents should be dictated by what the media value and want.

5 Ws

All news releases should address the basic elements in a news story, which are known as the “5 Ws”:

1. Who (is making the news)?
2. What (did he or she do that is newsworthy)?
3. When (did this newsworthy event occur)?
4. Where (did it occur)?
5. Why (did it occur OR why is it newsworthy)?

And for some press releases (when relevant) …

• How (did the newsworthy event occur)?
• Focus. Don’t attempt to tell the history of your company. Instead, zero in on the purpose of this particular press release. What is the “news” you want to communicate?
• Brevity. A press release should be short and to-the-point. The first paragraph should include at least an overview of your 5 Ws.
• Headline. It’s the first thing the media will read; make sure they want to read more. It should be newsworthy, and compelling or catchy.
• Concise, straightforward language. Wrapping your news in a litany of adjectives is the surest way to turn off news reporters and editors, so skip the superlatives and other flowery language. Let your news speak for itself. Write in third person. (The only element that should perhaps be in first person is a quote from an executive.)
• Facts. Stick to them. If you have third-party endorsements or statistics that support your news, include them.
• Contact information. This can appear either at top or bottom of your press release. It usually includes, at minimum, a contact name; phone number; and e-mail address. If your contact will be hard to reach, consider also including his or her cell phone number. And if your company has a robust web site, include the URL.
• Error-free. Nothing turns off news organizations like a typo-filled press release. And can you blame them? If you can’t get the basics of a press release right, why should a news outlet take your press release – or your business — seriously?

NEXT: Writing an Effective Press Release, Part 2: Structure of a Press Release

The Value of News Releases for Small Businesses

The goal of a press release is to attract favorable media attention about an organization’s products or services by providing reporters with the information they need to begin developing news or feature reports. Press releases may announce new products and services, sales data or other financial revenue, special events, business milestones, acquisitions or mergers, or the hiring or promotion of key employees. When written and distributed properly, press releases are a powerful marketing tool that can be valuable for all types of small businesses.

What can well-written press releases do for your business?

• Boost your business’ profile and credibility. If you consistently write and release relevant press releases, media outlets, local organizations and prospective customers will become familiar with your business and what it offers.
• Be one of your least expensive, but most effective publicity tools. Press releases generally cost nothing except the time needed to craft them and the fee sometimes paid to professional services to distribute them.
• Build your business’ online presence. If you have a well-written news release that includes phrases (or key words) important in your industry that your distribute online, news sites and search engines are likely to pick it up, increasing your business’ visibility dramatically.

• Provide effective ways to communicate directly with current and prospective clients. Although press releases are primarily tools to communicate to news organizations, press releases also can be authoritative tools that provide updates to current and target customers or clients about your business, its activities and achievements.

Valuable – but often misunderstood – publicity tool

Many small business owners are dazzled by the potential of public relations. However, they often aren’t familiar enough with the discipline to know what to realistically expect from it or how to best achieve their goals with it. For example, many people think achieving media coverage is as simple as drafting and distributing a press release. Popular thinking is that TV, Web and print reporters will then show up at the door or ring the phone off the hook, eager to produce major reports about the information in the release.

Unfortunately, this type of approach rarely works. When a business owner takes this approach and is disappointed by the results, he or she may be discouraged from further PR efforts. In the next post, we’ll discuss how to craft press releases and how to distribute them so that you have the best chance of attracting the media coverage you want for your business.

NEXT: How to write an effective press release

E-mail Blast Disaster

Every publicist has made them over the years, some minor and only noticed by them, others major and noticed by pretty much every PR and media journalist in the world.   At Allpublicists.com, we will look at some of the more memorable ones and work out how – if at all – they can be salvaged and what could have been done to avoid them in the first place. 

 We’ll start with this example, reported in The Guardian. This is a classic know-your-audience mistake. 

 James Max  is a 39-year-old ex-banker and property expert who finished 4^th in the British version of The Apprentice in 2005.  Since then he has appeared regularly on British radio as a financial and business expert. Assume for a moment that James was your client.  What areas would you consider highlighting in your pitch?  Which websites, magazines and shows would most likely be interested in booking James? Which contacts in your book would be first on your list?

What about People, Vogue, OK!, US Weekly, or Star? 

Probably not but their British equivalents were all targeted by a publicist called Hawar Shawki – actually an intern, along with over 800 other reporters, editors and journalists from across the UK. 

Hawar wrote a pretty bland press release about James and his achievements and emailed it out with little specific tailoring to his audience, pushing James’ availability for providing quotes on business and financial issues. 

So far so lazy but Hawar’s big mistake was to copy the email addresses of every journalist into the CC box of the email, not BCC.  Now every other journalist who receives the release can also see who else has received it.  

Word gets out and many of the other journalists start emailing back everybody else on the list with their own jokes and comments and by the end of the day a Facebook Group is set up with over 300 members dedicated to Hawar’s mistake! 

Hawar’s main error was a technical one, not a PR one, in that he put the addresses in the wrong box but this should also have given him a clue as to what he was doing wrong.  Every release or pitch to a media outlet or blog should be individually written and tailored specifically for that outlet – each has a different audience and make-up, style, tone etc and if you can’t be bothered to research your audience sufficiently on behalf of your client then why should they be bothered to use your client in any way? 

Conversely though, James Max is now the most famous business and financial expert in the UK and if any of the titles did have a need for expert comment then at least his name would be pretty close to the top of their lists.  Hawar himself should take himself out of the firing line for a week and keep his head down when he gets back to work.  Nobody will remember this in a week or so and he will be able to get back to his job but he will hopefully learn his lesson and won’t send out any more generic pitches to all and sundry.  It might also be an idea for him to open a new email address as it is likely that the one he sent the release from will be blocked by many recipients. 

If you are a company looking for positive publicity or PR then you can’t rely on serendipity to get your message out there any more than you can lean out of a window and shout your latest news into the air hoping a journalist is passing by at the time.   

Allpublicists.com is the simple, efficient, one-stop shop to place your free advertisement outlining your specific needs and then you just sit back and pick one of the many experienced and expert publicists with access to the database to contact you.  It’s that simple. 

Alternatively, you could take a page out of Hawar’s book and email every publicist in America but we really wouldn’t recommend it – unless you want a Facebook support group all of your very own!

Select the Best Publicist for Your Campaign

AllPublicists.com, the largest database of publicists, makes it easy to find the best publicist for your needs. Just post your project there and receive multiple bids from experienced publicists. This service is free. Some of the companies listed on AllPublicists.com only charge for results they deliver, see for example PublicityGuaranteed.com. That is, you don’t have to pay them until they deliver the media coverage you requested.

Crafting the Perfect Story

Having a hard time devising newsworthy story ideas for your business to pitch to the media?  It can be frustrating trying to find the right story angle, but it is not impossible.  Start by thinking like a reader, viewer or listener, and ask yourself a few questions to get the creative juices flowing.

•    Did you recently launch a new product or service?
•    Is your business unusual in any way (minority-owned, fifth generation, etc.)?
•    What makes your business unique from its competitors?
•    Does your company have any connections to local or national celebrities or spokespersons?
•    Are you involved with a charitable cause?
•    Has your company or any of its employees won any awards or achieved special recognition?

Source:  “A Perfect Story Package”, Margie Fisher, All About Public Relations, http://aboutpublicrelations.net/ucfisher.htm

Add a Picture

Ask any editor what might improve your chances of having your press release picked up and published, and you are likely to hear the answer – a photo.  When using photos consider these useful tips:

1.    Keep headshots on hand of all people mentioned in your press release.  Avoid white background studio shots.  Try to keep the photos natural looking.  If you can work your company’s image or logo in to the shot, that’s even better.
2.    If your press release is telling a story, be sure your photo tells the same story and is relevant as to catch the reader’s attention.
3.    Try to supply a feature photo instead of a simple headshot photo.  Sometimes, even the most mundane of stories will be printed if it has a superb photo (picture led story).
4.    Take and keep on file generic shots that represent your industry or business.  Editors may occasionally run stories and need photos.  If your business is relevant to the storyline, you may be asked to comment and find yourself newsworthy.
5.    Make sure your photos meet the media photo specs so they can be easily uploaded and sent when needed.

Source:  “Picking the Right Picture for the Media”, Simon Apps, All About Public Relations, http://aboutpublicrelations.net/ucapps-1.htm

Blogging & Public Relations

While blogging just to blog has never made much sense for a business, a business blogging strategy that is focused can be very effective.  Blogging is communicating and it can prove useful in fostering media relations.  This article points out six types of business blog formats that can potentially be leveraged as media relations tools:

•    C-Suite Executive Blog – generally used to increase the profile of an executive by positioning them as an expert in their industry.
•    Company Blog – a good resource for a business that wants to engage its employees in communication.  You can set various permission levels and invite all who want to blog to the table.
•    Expert Blog – similar in purpose and approach as the C-Suite Executive Blog.
•    Topic Blog – typically restricted to a single subject, but open to many authors.
•    Guru Blog – like an expert blog, it is usually written by an industry insider.
•    Industry Blog – geared to a specific industry and contributed to by many within that field.

Source:  “Using Blogs For Media Relations: What Types Of Blogs Are There For Corporations”, Rodger Johnson, Your PR Guy, January 19, 2009, http://www.yourprguy.com/2009/01/using-blogs-for-media-relations-what-types-of-blogs-are-there-for-corporations.html

Looking for a Public Relations Agent

Public relations agents can potentially do a lot for your business.  They can assist in establishing your credibility in the marketplace and/or in scoring you much needed media attention. Finding a PR firm that is right for you will require a little due diligence on your part.  Start by evaluating their “placement” track record.  Placements refers to the types of press mentions PR agents are able to get clients.  You want to not only look at the number of successful placements they have made, but also at the type, namely sound-bites, articles, or quotes.

Next, review past press releases prepared for other companies to see how well they did at packaging and presenting that company to the public.  Press releases should be well-written, informative and interesting.  It is important to meet the person who will be handling your account.  Are they friendly, professional, well-spoken and persistent in following up?  This individual will be “pitching” your story to the media and therefore must project a good image while being aggressive in following up.

Finally, look for enthusiasm.  Your PR agent has to be excited about not only what they are doing, but about your product or service as well.  If they aren’t, chances are this will convey itself to the press and you will lose a great opportunity to gain a little exposure.

Source:  “Drum Up Publicity”, Mie- Yun Lee and BuyerZone.com, Entrepreneur, April 15, 2002
http://www.entrepreneur.com/marketing/publicrelations/article50976.html

Advantage of National Exposure

If your business has a largely local focus, can national publicity be advantageous?  Yes, all publicity even that received nationally can be put to good use in your local market.  You could use that national exposure locally by:

•    Making copies of the article you are featured in and mailing it to clients and prospects to “keep in touch”.
•    Using in local advertisements with the tag line “as seen in XXX magazine”.
•    Furthering your image as being an expert in your field.
•    Generating additional national level interviews on TV and radio, which can be followed up by more PR about those interviews.
•    Giving you certain notoriety in your local market and often invitations to come and speak to local groups and organizations.

Source: “Using Publicity to Your Advantage”, Al Lautenslager, Entrepreneur, July 15, 2002,
http://www.entrepreneur.com/marketing/publicrelations/prbasics/article53644.html

Does PR Promote Higher Growth?

A survey of small businesses and the PR methods used found a higher level of growth among businesses that used certain public relations activities and techniques.  Those PR techniques associated with higher growth were managing government relations, holding consumer exhibitions, providing media news releases and writing letters to the media.   Surprisingly, the study found that marketing to customers or businesses was not found to be associated with faster growth.

Researchers found that 92 percent of those surveyed used some form of public relations and that there was no indication of locational or industrial bias.  In other words, the resulting growth was the same despite what type of company or where it was located.  The study did not however answer the question about why these specific techniques were effective in fostering growth.

Source:  “Does use of public relations promote a higher growth rate in small firms?  The Case of Lincolnshire”, David Gray, Frank Davies, and Kevin Blanchard.  Corporate Communications:  An International Journal, 2004. Vol. 9, Issue 4; pg. 294

Don’t Blow It

What do you do when you finally receive that which you have coveted the most – publicity?  Businesses work hard to generate attention from the media, but often falter when the spotlight actually shines brightly on them.  Is your business ready to ramp up production to handle the additional business that may come with the extra media attention?

It is fairly common that the publicity for a business often comes before a business is ready.  When that happens, businesses find themselves struggling to keep up with production and/or inventory demands.  If that happens, the business is likely to miss taking full advantage of the publicity received.

Experts recommend that small businesses have a growth plan in place before the publicity hits.  Also, have enough capital available to expand your production levels or increase inventory should the need arise.

Source:  “You have the public’s attention; Now, how do you make sure you don’t blow it?” Kemi Osukoya, Wall Street Journal, September 25, 2006.

Putting Your Business News Online

The Web is an affordable and effective public relations tool for small businesses.  That is why many business owners have taken to creating online newsrooms on their web sites.   Online newsrooms afford members of the media an easy and cost-effective way to access press releases and other relevant information about your company.

When creating a newsroom, first decide whether you would like to set up a separate site for the media to access or if you want to incorporate it on your main web site.  There are advantages and disadvantages to both approaches.  The news room should include various forms of contact information made clearly visible to visitors, list press releases in chronological order, and consider including a section of charts and images for the media to download to enhance a story.

Source: “Creating an Online Newsroom”, Bridget McCrea, Black Enterprise, July 2005, http://www.blackenterprise.com/magazine/2005/07/01/creating-an-online-newsroom/

Hiring an Online Publicist

Demand has been growing for online publicists in recent years given the growth of the Internet.  Most small businesses understand the importance of online promotion, but are sometimes unsure how to go about it.  Unfortunately, finding a reputable online publicist to help can be challenging.  Ann Leedom of Net Connect Publicity offers a few pointers on how to avoid being taken in by online publicity scams.

The saying, “if it is too good to be true, it probably is” holds true in this situation.  Be wary of online publicists who make extreme claims or outrageous promises.  Secondly, know that there are differences between online and traditional publicists.  Often, traditional publicists lack the online relationships and connections that an online publicist can bring to the table.  This can make a big difference in getting your message out there.  That is why it is important to choose an online publicist based on their contacts and experience.

Hire an online publicist who knows how to get your business fast and prominent placement on the web sites you want to target.  Work only with reputable publicists who want to create partnerships between your business and the web sites on which you are featured.  Ask them if they are willing to guarantee their work.  Credible online publicists can and do guarantee their placements.   Finally, avoid using a publicist who does not customize your campaign to meet your needs.  They should have your best interests at heart and be an important contributing member of your team.

Source:  “How to Hire An Online Publicist”, Anne Leedom, SmartBiz.com, http://www.smartbiz.com/article/view/1607/1/4

Making Your Business Newsworthy

The more newsworthy your business is, the more likely you will be in securing publicity from the press.  How can you make your business newsworthy?  David Frey, President of Marketing Best Practices Inc., a small-business marketing consulting firm, offers 20 tips to small businesses such as:

1.    Create a top ten list for something related to your business.  For example, if you are a hairdresser, write an article titled “The Top Ten Hairstyles for Summer”.

2.    Link your business to a holiday or special day.

3.    Be the first to offer something that distinguishes you from your competitors such as a free car wash with every full tank of gas purchased.

4.    Sponsor a local community charity event.

5.    Hold a unique customer appreciation theme party.

Source:  “Throw a one-of-a-kind customer appreciation theme party”, David Frey, SCORE, http://www.score.org/m_pr_18.html

Publicity at Trade Shows

In addition to providing you with new business leads, trade shows present good opportunities for generating publicity.  To ensure that you make the most for this public relations opportunity, you should:

1.    Make sure the trade show opportunity is a good match with your target market.
2.    Negotiate for additional value before you commit.  Most events will at least provide a list of attendees after the event so you can follow up.  However, you should also inquire about the possibility of being included in participant email distributions promoting the event, and any advertising opportunities in the event show guide.
3.    Keep giveaways meaningful to your business.  Don’t give something away free just to give something away.  Be sure that it has significance to your business.  Also, make attendees work for their freebie.  For example, have them complete a short industry-related survey and hold a press conference at the end of the trade show to announce the results.

Source:  “Generating Publicity at Trade Shows”, Shannon Cherry, January 22, 2009, Bizzia.com
http://www.bizzia.com/startupspark/generating-publicity-at-trade-shows/

Reaching Out

A sound public-relations strategy that focuses on activities that generate positive media attention will go a long way in growing your business.  Mary Gormandy White of the Mobile Technical Institute offers three techniques for generating publicity.

Hosting a special event for the public is a great way to create free publicity.  Newspapers and web sites will often offer special sections devoted to advertising free community events.  Doing public speaking engagements for civic or professional organizations is another way to generate free publicity.  These groups will advertise speakers at upcoming events and print your biography in their newsletters.  Charitable marketing allows you to give back by teaming with your favorite nonprofit organization.  As most media outlets look favorably on events benefiting nonprofits, you may receive positive press as a result of your involvement.

Source:  “Three Techniques for Generating Publicity”, Mary Gormandy White, All About Public Relations, http://aboutpublicrelations.net/ucwhite1.htm

Create a Buzz

Positioning yourself as an expert with the media is one of the best ways to garner publicity for your small business.  While you may not think you are an expert at anything, chances are you are underestimating yourself.  Most people are an expert at something.  Identifying what that is allows you to approach media outlets with a press release that is tailored to that area of expertise.

For example, a chiropractor and nutritionist sent out a press release titled “Eating Fat Does Not Make You Fat” to area radio and television stations.  His release asserted that a “low-fat, high-carbohydrate diet that has gotten so much attention does not work.”  He went on to say that the studies backing this diet were biased and paid for by the food industry.  Within a week, he had received 25 calls to appear on CNN and five radio stations to do interviews.

Paul Krupin, founder of Imediafax.com, a news release advisory service, cautions business owners not to approach the media with the intention of trying to sell your products or services in a press release.  The media doesn’t want to sell you to their audience.  “They want to educate, entertain, stimulate or provoke their audience.”  Therefore, you need to give them newsworthy stories.

Krupin also points out that there are real differences in the media outlets.  For instance, print media focus on fact, figures and strategies while radio and television is more about sound bites, tone and excitement.

Source: “How to Generate Publicity for Your Business”, Jane Applegate, Entrepreneur
http://www.entrepreneur.com/marketing/publicrelations/article42738.html