Take a systematic approach to small business public relations.

PR (public/media relations) is a powerful small business-marketing tool. By PR, we mean getting positive press mentions about your firm in local, trade and national publications.

These mentions are so powerful because they are seen to come from unbiased third parties, so they are more believable. People may think ad messages are just sales hype, but when they read about how great you are in the local business journal…well, it must be true!

A lot of people think that gaining positive PR is luck. No! It’s the result of a systematic commitment to generating media coverage.

The hardest part is getting the PR machine rolling. Once you get coverage, it just keeps on coming. The more coverage you get, the more the press will keep coming back to you.
Here’s our step-by-step system for generating positive press coverage.

Step 1 – Build relationships before you ask for the order! Target your media sources, including a growing list of internet-based media and news resources. Start networking with these media targets today by requesting editorial calendars, sending industry information, commenting on stories they write, passing on surveys and data, inviting them to workshops.

Tip: Network with the advertising sales folks at the publications too, they will give you lots of good information about who does what and where in the course of trying to sell you an ad.

Step 2 – Create three or four central media themes for the year that support your core-marketing message.

Step 3 – Create a list of ten to twelve minor, but interesting, marketing related themes for ongoing PR. You need to fill in with volume while you are working on the front page feature.

Step 4 – Create a PR calendar (download one here) and assign a PR theme and goal for each month. Focus on one publication or one writer and you will be amazed at how much you can accomplish. Remember to target editorial calendars (Publications will often assign monthly themes, so match your pitch to the theme.)

Step 5 – Write a fully developed pitch, for each of your major themes—a pitch is a story idea that you can “pitch” to a member of the media. This is not a press release, but more of a sales job. Wrap your story idea around a news angle or trend and package the pitch to interest the readers of a specific publication you are pitching. You can change and repackage your pitches as needed. These are reserved for your central media themes.

Step 6 – Formulate one-page press releases (Send for the free Press Release Creator we talk about at the end of the article) with catchy headlines for each of your minor themes.

Step 7 – Once a month, target your core media list and distribute a press release or pitch for a major theme. Post all press releases on a national wire service, such as PRWeb, and send copies of your press releases to clients and prospects. Don’t forget op-eds and letters to the editor.

Step 8 – Follow-up with your core media list by telephone and offer some new piece of news or trend angle that you did not include in your pitch or press release.

Step 9 – Track media coverage in local and trade press, set-up Google Alerts for a number of key related terms and reprint for marketing purposes any media coverage received.

Step 10 – Send handwritten thank you notes to members of the media to thank them for an interview or mention.

Are you starting to get a glimpse of how combining advertising, PR and referrals can build momentum and create marketing energy? Try it and see the results.

You can get a free online press release creator that allows you to instantly create powerful, attention grabbing, perfectly formatted press releases in an instant at: www.ducttapemarketing.com/Instant-Press-Release.htm

Ken Burgin and Elizabeth Walker are the Marketing Masters (www.MarketingMasters.ca), a full-service marketing and advertising partnership that helps build busy businesses. Send your ideas on How to Thrive in Times Like These to liz@marketingmasters.ca or ken@marketingmasters.ca, or call 1-866-908-5720.

web: http://www.marketing,masters.ca
blog: http://thebuzzwithkenandliz.blogspot.com/

Tags: Duct Tape Marketing Coach, PR and Advertising, PR and Media, press release
Posted on August 13th, 2009 | 1 Comment »

We’re happy to welcome Mark Macias, author of  “Beat the Press: Your Guide to Managing the Media” as a guest poster today.  Mark Macias is a television journalist living and working in New York City.

You will never be the first person to call a reporter or producer with a story idea. Every day, viewers and readers bombard the media with poorly written emails and long drawn-out voicemails requesting coverage for events that are usually not news worthy. Sadly, this dilutes the credibility for everyone else trying to pitch a legitimate news idea. People frequently complain the media is unresponsive to their calls and emails, but there’s a reason for this discourse.

It’s not that reporters and producers don’t want to listen to the public; it’s impossible to field calls from every person, especially when one rambling caller can quickly eat up 20-minutes of time. Making matters worse, it’s easier for a reporter to hit delete on your email or voicemail than to review your entire message. Unfortunately, you can never shape or influence the media’s coverage without getting over this initial hurdle of making contact.

Every journalist is constantly measuring the value of a story during that first interaction with you or your business. Most experienced journalists believe they can tell within seconds of listening to a pitch whether it is a story or not, and they are usually right. Their attention span is limited over the phone, which is why you must be concise, comprehensive and coherent with every pitch. The quickest way to lose credibility with a reporter or producer is to ramble on for several minutes before explaining what your story is about.

There are no written rules for that first encounter with a reporter or producer, but just like life, there are unwritten rules to making sense of random chaos. There are ways to navigate this media maze so your emails and phone calls don’t get lost in the shuffle. There are also better hours and days to pitch reporters when their time is less pressing and their attention is more focused. But before you even make that initial contact, you must first learn how to effectively identify, pitch and communicate a news worthy idea.

Newspaper and television reporters should not be approached the same way when it comes to writing email press releases. The two mediums face different time constraints with their stories, and that will dictate how long or short you should make your pitch.

Let’s begin with television where white is always good. The more white space on the email news release the better. No one wants to open an email and see eight, long, single-spaced paragraphs. Your initial pitch should never have more than four paragraphs. This is a stereotype but television moves so quickly that no desk assistant, reporter, producer or news manager will take the time to read a release that resembles a novel. They might make it to the second or third paragraph, but they are not going to read three pages of single-spaced sentences.

Here is a formula that seems to work with my peers and me. Try to think of a catchy headline to put at the top of the release, then follow-up your pitch with one paragraph explaining the story. The second paragraph should tell the reporter why viewers would be interested in your idea. This might seem like a challenging task for the rookie publicist, but by applying the five W’s you will be able to narrow down the focus of the story. The third paragraph should be devoted to explaining what you bring to the table or why you are the person to tell this story. If you have more statistics, articles or research for the reporter, tell him in the email you can provide it upon request.

Why not give the reporter all of the research at once or send it as an attachment? It can be intimidating for any reporter to open an email and see several attachments because he won’t know which one to open. When time is of the essence, no one wants to waste time opening useless attachments. However, if a reporter asks for a specific request, you will know which attachment to send.

Many publicists make the mistake of trying to cram everything into one press release. The purpose of a release is to get the reporter or producer interested in the story. You are only trying to make them aware of the idea, and pique their interest. Don’t worry if the release doesn’t answer all of the questions. If it is a good story, the reporter will give you a chance to answer those questions later.

Your approach should change when pitching newspapers but you should still start with the same principles cited for pitching television: begin with a catchy headline, apply the five W’s to narrow the focus of the story, and explain why you are the person to tell the story. Your email release should be more in-depth, depending on the topic and news outlet you are pitching, but it should not exceed one page. You can add credibility to your idea by attaching recent journals or studies that support your idea, along with a paragraph that explains what knowledge the attachments will provide.

If you aren’t getting responses from your pitches, you might want to reconsider your entire approach. Perhaps your story idea isn’t focused or you are pitching to the wrong reporters. Maybe you haven’t properly identified why your story is newsworthy. Take the time to re-evaluate your press release to see if you are communicating the essence of your story. Remember, public relations is not advertising, but there is a home for every story. It’s just a matter of finding the proper niche and tailoring the pitch directly for that niche.

You can learn more about Mark and get more great advice by going to: www.BeatthePressBook.com

Tags: expert advice, press release, talking to journalists
Posted on February 25th, 2009 | No Comments »