‘General’ Articles
Written by admin on 27 April 2009
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.
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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.
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Written by admin on 07 April 2009
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/
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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/
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
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
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Written by admin on 07 April 2009
Small-business owners may struggle with the question of “should I hire a publicist to promote my business?” It is a difficult decision to make given that the expense can be considerable. If you are trying to decide whether the cost is justified consider these seven reasons why it may be a good idea to hire someone to handle your publicity.
Your Own Plan. Instead of using some cookie-cutter publicity plan found on the Internet that may not even been relevant to your business, you would receive a plan that is tailored to your specific business.
Knowledgeable About the Media. PR agents and firms generally already have connections to various members of the media. This can save you a lot of leg work. The only caveat is be sure those connections are relevant to the media format you intend to use. For instance, if you only want to do print, a publicist with all radio contacts won’t be very helpful to you.
Combined Publicity. There are three types of publicity: Media, Public, and Business to Business. A publicist can make sure that you are effectively using all three mediums to the best of your advantage.
Timesaver. Because they know the best approaches to use, publicists can save you time that can otherwise be devoted to your business.
Selectivity. Nowadays, many PR agents have struck out as free agents and specialize in specific areas. That allows you to pick the PR person right for you and the project at hand.
Cost Effective. You do not have to hire a publicist at an exorbitant rate. You can break it down in to pieces and outsource the aspects that are most important to you, thus keeping costs low.
Source: “7 Reasons Why a Small Business Should Hire a Publicist”, The Publicist Assistant, http://thepublicistsassistant.com/TPA/UserDocs/7-Reasons.pdf
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Written by admin on 07 April 2009
Publicity is always hard to generate, particularly if you are a small business. Sometimes though, you might be able to get someone to write a good story about your business in a notable publication. A few, with a little luck and finesse may even be able to turn that in to additional publicity.
The domino effect of good publicity often starts with one well-written story in a reputable publication. From there, it can be found by reporters preparing research on a similar topic. They may make note of your name or company and contact you in regard to their story possibly for additional information or even a quote. More importantly, after speaking with you, they may add you to their rolodex of information providers – someone to call when writing on that particular subject.
Source: “Publicity’s Domino Effect”, Scott Kucirek, Business Week Online, July 21, 2000,
http://www.businessweek.com/smallbiz/content/jul2000/nj000721.htm
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Written by admin on 07 April 2009
New businesses are often eager to get their name out. One such way of getting publicity is by have a publication write about you or your business. Reporters are a savvy bunch and are quickly put off by someone trying to use them simply for a little free publicity. So, how can you accomplish this when reporters are bombarded with hundreds of similar pitches daily?
Start by doing your research and find those publications most likely to write something about you or your business. There are different types of publications to target such as local and community newspapers, the chamber of commerce newsletter or web site, regional business journals, and industry and trade journals. Look at each and get a feel for what type of stories these publications generally carry. Also, make note of the reporters and editors from the story by-lines.
Next, start to establish some type of relationship with those key people. Start simply by commenting on a story they wrote. You may not initially get a response, but do not be discouraged. Eventually, you may find yourself in a position where you can offer up information about “trends, tips, insights, anecdotes, surveys, predictions, or warnings relevant to your line of business that outsiders are unlikely to know, but would appreciate learning”. However, do not turn the opportunity in to a blatant attempt to advertise your business.
Once you have cultivated a relationship with the reporters and/or editors, you can likely expect them to call on you when needed. Even if you can’t provide them with the information they need, being able to refer them to someone with the answer will go a long way in developing your credibility and establishing yourself as a reliable resource.
Source: “Attracting Publicity for Your Business”, Karen E. Klein, Business Week Online, April 28, 2008
http://www.businessweek.com/smallbiz/content/apr2008/sb20080428_140145.htm
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Written by admin on 07 April 2009
In a move to increase its brand awareness, FT Search, a stand-alone division of the Financial Times Group, is launching a new search tool for business professionals. Newssift is being promoted as “a search tool that better classifies results for financial professionals”. FT hopes to primarily attract business and financial analysts, with a secondary target audience of business professionals.
The beta site was launched on March 19, 2009 to select broadcast outlets in the US and UK. FT’s intent is to gather feedback from this initial group of users and to make any necessary improvements before publishing the alpha site. A date to unveil the alpha site has not been announced. Publicity events to promote the launch are planned.
Source: “FT Search plans outreach around search tool launch”, Frank Washkuch, PR Week, March 27, 2009. http://www.prweekus.com/FT-Search-plans-outreach-around-search-tool-launch/article/129568/
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Written by admin on 07 April 2009
Sports-oriented publicity tie-ins are always popular with businesses. Unfortunately, many small businesses rule them out because of the hefty price tag a sports marketing publicity campaign can bring. Consultant Arthur Solomon is quick to point out that national major publicity is possible without breaking the bank. You just need to get a little creative in your approach when designing a campaign that works both for you and the media while finding a niche that does not compete with the big boys.
For example, Solomon suggests looking for media-friendly related tie-in stories that allow you to comment on the relevance to major sporting events. Depending on your publicity budget, you can use either athletes or nonsports figures to carry your message to the public.
Source: “Sports-oriented publicity doesn’t have to break the bank”, Arthur Solomon, PR Week, March 25, 2009, http://www.prweekus.com/Sports-oriented-publicity-doesnt-have-to-break-the-bank/article/129436/
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Written by admin on 07 April 2009
Vicki Gallion of the Gallion Company offers entrepreneurs the winning PR formula for ensuring your business gets the media attention it deserves. Instead of trying to sell a reporter on the merits of your product or service, pitch them a story. If you lack strong writing skills and cannot deliver a press release that is compelling and free of grammatical and spelling errors, talk to a PR consultant. The media stand between you and your intended audience. If you cannot connect and show them you have a good story to share, it will go no further.
Gallion further points out the importance of having a marketing plan in place before you implement your PR plan. Your web site and marketing materials need to be in top form and consistent. A reporter can quickly tell if you are ready. They won’t take the time to promote you to their readership if you are not.
Finally, develop a relationship with the media. Accept that when you communicate with members of the media, it will be on their terms, not yours. Embrace networking events that put you in touch with reporters and others in the media. Exchange business cards and find valid reasons to stay in touch. If a reporter thinks you have an interesting story, they will tell it.
Source: “Winning the PR Media Game”, Vicki Gallion, All About Public Relations, http://www.aboutpublicrelations.net/ucgallion1.htm
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