The media, particularly newspapers, are in constant need for new inforamtion. Many people think the media only need in depth news stories. Here are 56 reasons to get in touch with the press. Brainstorm and you will discover even more!
Accomplishments
Alliance with another organization
Anniversary
Annual Report
Appearances at major events
Board or Committee Appointments
Articles written about or by you
Awards you’re receiving
Books you have authored
Book/Newsletter/Magazine mentions
Classes your firm is sponsoring
Company anniversary
Contests you’re sponsoring
Charitable contributions
Local angle on national stories or controversial topics
Death of corporate figure
Debates
Employee trips
Expanded facilities
Expanded or reduce hours
Free Demonstrations
Free Offers
Free samples
Fundraisers
Grants you’re giving or receiving
Guest speaker you’re hosting
Holiday events
Hostile Takeover
Incorporations
Industry groups you are joining
Industry programs in which you are participating
Major industry changes
Job Change/promotions
Land purchases
Lawsuits field or settled
Mergers/Acquisitions
New markets
Name change
New employees
New major client
New product rollouts
Newsletters you are starting
New Address
Open House
Patents
TV/Radio Interviews
Predictions
Product recalls
Public Service Announcements
Stock Offering
Publication launch
Real Estate Transaction
Relocations
Research
Sales Promotions
Surveys/Polls
Thursday, February 28, 2008
Monday, February 4, 2008
Turning Publicity Into Cash
When you here the words “free publicity” do you automatically think radio, TV, or newspaper? If so that’s common.
However there are vast publicity avenues that will gain you just as much mileage, and even more money. It’s called “Niche’ Publicity” Let me give you an example. Some years ago in addition to my speaking/consulting business, I owned a company called LifeSaver of Alabama. We built and installed protection fences to keep toddlers from drowning. Not the traditional wood privacy fence but a removable, mesh, deterrent fence. At that time I sent 2000 direct mail pieces to homeowners in and around my home in Birmingham AL. Knowing that most direct mail generates a return of 1 or 2%, how high do you think the return was? It was 67%!!!
That’s right SIXTY-SEVEN PERCENT!
How did we do it? We sent our mail piece to $150,000 plus homes, with a swimming pool, with an income in excess of $80,000 with a KNOWN toddler inresidence. And since we are the only game in town, voila’! (You can learn how to create such a target niche’ at one of my seminars)
Let's take another look at niche publicity. Let's say you sell securities (stocks and bonds), probably 95% of the readers of your local newspaper would/could never be a prospect. Doesn’t it make more sense to reach a readership where 100% of those that read about you are potential buyers? Well would it or not?
Did you know there are newsletters with subscriber bases that exceed 200,000 people such as:
*Mutual Fund Investor
*Today’s Investor
*High Net Investor
*Real Estate Marketing Report
*And THOUSANDS more!
Not only in the financial services sector but Manufacturing, Automobile, Insurance, Communications, Medical, Restaurant, Internet, Public Relations, even waiters and waitresses can get in on the fun. (Yep even service professionals have a publication - it’s called “Tables”)
And again, thousands more! Additionally there are radio programs with formats ranging from Christian issues, to Finances, to Golf. Moreover there are countless associations, organizations, and groups who have their own newsletter. These groups are begging for professionals such as you to write articles for their publication(s). And they are jam packed with like minded professional people who are dedicated, loyal clients. So if you wish to truly maximize your exposure think of publicity in terms of prospect tight compartments. Penetrate these specialty groups, call them, offer to write an article relevant to their readers. Ask their publisher what topics are most important to them.
Go to the library, find these niche’ publications, contact them, and offer your services. Call the local radio stations, find out what program formats they offer. Talk to the show’s producer. Ask how you can help them. If you wish to see your income double or triple, you must get all the PR/Publicity you can. But focus on groups who can buy and save courting the “feel good” exposure (What I like to call "Ego Publicity") until you have exhausted the smaller outlets.
Think about this. One article, in a newsletter or specialty magazine, with a readership of 50,000. That’s 50,000 potential clients, reading an article written by someone they now perceive as an expert (that’s you). The article will take about 2 hours to write and edit. (Don’t worry if you cannot write, most editors are forgiving and will help). The byline has your contact information. You will reach more people with 2 hours of work then you could in 5 years. AND you have the added benefit of them calling you.
Geez ya'll just do it!
However there are vast publicity avenues that will gain you just as much mileage, and even more money. It’s called “Niche’ Publicity” Let me give you an example. Some years ago in addition to my speaking/consulting business, I owned a company called LifeSaver of Alabama. We built and installed protection fences to keep toddlers from drowning. Not the traditional wood privacy fence but a removable, mesh, deterrent fence. At that time I sent 2000 direct mail pieces to homeowners in and around my home in Birmingham AL. Knowing that most direct mail generates a return of 1 or 2%, how high do you think the return was? It was 67%!!!
That’s right SIXTY-SEVEN PERCENT!
How did we do it? We sent our mail piece to $150,000 plus homes, with a swimming pool, with an income in excess of $80,000 with a KNOWN toddler inresidence. And since we are the only game in town, voila’! (You can learn how to create such a target niche’ at one of my seminars)
Let's take another look at niche publicity. Let's say you sell securities (stocks and bonds), probably 95% of the readers of your local newspaper would/could never be a prospect. Doesn’t it make more sense to reach a readership where 100% of those that read about you are potential buyers? Well would it or not?
Did you know there are newsletters with subscriber bases that exceed 200,000 people such as:
*Mutual Fund Investor
*Today’s Investor
*High Net Investor
*Real Estate Marketing Report
*And THOUSANDS more!
Not only in the financial services sector but Manufacturing, Automobile, Insurance, Communications, Medical, Restaurant, Internet, Public Relations, even waiters and waitresses can get in on the fun. (Yep even service professionals have a publication - it’s called “Tables”)
And again, thousands more! Additionally there are radio programs with formats ranging from Christian issues, to Finances, to Golf. Moreover there are countless associations, organizations, and groups who have their own newsletter. These groups are begging for professionals such as you to write articles for their publication(s). And they are jam packed with like minded professional people who are dedicated, loyal clients. So if you wish to truly maximize your exposure think of publicity in terms of prospect tight compartments. Penetrate these specialty groups, call them, offer to write an article relevant to their readers. Ask their publisher what topics are most important to them.
Go to the library, find these niche’ publications, contact them, and offer your services. Call the local radio stations, find out what program formats they offer. Talk to the show’s producer. Ask how you can help them. If you wish to see your income double or triple, you must get all the PR/Publicity you can. But focus on groups who can buy and save courting the “feel good” exposure (What I like to call "Ego Publicity") until you have exhausted the smaller outlets.
Think about this. One article, in a newsletter or specialty magazine, with a readership of 50,000. That’s 50,000 potential clients, reading an article written by someone they now perceive as an expert (that’s you). The article will take about 2 hours to write and edit. (Don’t worry if you cannot write, most editors are forgiving and will help). The byline has your contact information. You will reach more people with 2 hours of work then you could in 5 years. AND you have the added benefit of them calling you.
Geez ya'll just do it!
Sunday, January 20, 2008
Are you bleeding?
Like all businesses – and news reporting is a business – media outlets have a product to sell. Naïve media marketers labor under the misunderstanding the media is only concerned with reporting news, not so.
Journalism is an entertainment industry. The more provocative and compelling the stories, the more readers, viewers and listeners they attract and the more advertising dollars they generate. With this is mind, it’s easy to see why news programs lead with the most provocative “teasers” and newspapers print the most tantalizing headlines they can conceive. In the media world, the adage “if it bleeds, it leads” is more than a catch phrase, it’s a goal.
This fixation with the provocative stems from the intense competition in the industry, which has quadrupled in recent years. Today business related stories, if they get any coverage at all, are relegated to low readership specialty sections, trade publications, business journals and early morning broadcasts.
Although any exposure is better than none, the larger audiences of mainstream newspapers and prime time news programs are vastly preferable. And with a little creativity and imagination you too can exploit the media’s desire to titillate, regardless of your product or service.
However, your story must be “packaged” in such a way reporters and producers can see the potential for attracting an audience.
All news has a story, yet all stories are not news. What’s story is your product or service keeping hidden but waiting to tell? How does it improve the lives of others or change the way people think or feel? Discover the story behind what your product or service’s does and the media will beat a path to your door to help you tell it!
Journalism is an entertainment industry. The more provocative and compelling the stories, the more readers, viewers and listeners they attract and the more advertising dollars they generate. With this is mind, it’s easy to see why news programs lead with the most provocative “teasers” and newspapers print the most tantalizing headlines they can conceive. In the media world, the adage “if it bleeds, it leads” is more than a catch phrase, it’s a goal.
This fixation with the provocative stems from the intense competition in the industry, which has quadrupled in recent years. Today business related stories, if they get any coverage at all, are relegated to low readership specialty sections, trade publications, business journals and early morning broadcasts.
Although any exposure is better than none, the larger audiences of mainstream newspapers and prime time news programs are vastly preferable. And with a little creativity and imagination you too can exploit the media’s desire to titillate, regardless of your product or service.
However, your story must be “packaged” in such a way reporters and producers can see the potential for attracting an audience.
All news has a story, yet all stories are not news. What’s story is your product or service keeping hidden but waiting to tell? How does it improve the lives of others or change the way people think or feel? Discover the story behind what your product or service’s does and the media will beat a path to your door to help you tell it!
Friday, January 11, 2008
"Get Ink"
The media is the most powerful, practical marketing entity ever conceived. A story on you or your firm provides something no amount of print, radio or television advertising can buy, at any price - The Implied Endorsement. One well-placed newspaper article or television or radio interview can build instant credibility, name recognition and attention for your product, service or business. Learn how to write and distribute compelling press releases and you're well on you way to a publicity windfall.
People that produce news programs and newspapers rely heavily on outside sources for story ideas and most of these ideas come in the form of press releases. Large corporations have people whose only job is to release news to the thousands of available media outlets.
It's that important.
Some release ideas include sharing trends developing in your industry. Update reporters on new innovations and advances. Send a release announcing promotions in your firm, product rollouts company awards, staff additions, banquets, conventions, the possibilities are as endless as your imagination and may prompt a larger story. Working with the media is an absolute must for any size business.
An even more powerful publicity strategy is to write! Write articles that highlight problem your product or service will cure. In addition to submitting articles to local publications, professionals in any consultative selling field such as financial planners, insurance, real estate, construction, mortgages, banking and others, should write for industry specific magazines. There is a magazine for virtually every industry imaginable. (Actually they're are over 22,000 such publications and many accept article submissions) These publications are always on the lookout for new dynamic ideas from "experts" in the field.
People that produce news programs and newspapers rely heavily on outside sources for story ideas and most of these ideas come in the form of press releases. Large corporations have people whose only job is to release news to the thousands of available media outlets.
It's that important.
Some release ideas include sharing trends developing in your industry. Update reporters on new innovations and advances. Send a release announcing promotions in your firm, product rollouts company awards, staff additions, banquets, conventions, the possibilities are as endless as your imagination and may prompt a larger story. Working with the media is an absolute must for any size business.
An even more powerful publicity strategy is to write! Write articles that highlight problem your product or service will cure. In addition to submitting articles to local publications, professionals in any consultative selling field such as financial planners, insurance, real estate, construction, mortgages, banking and others, should write for industry specific magazines. There is a magazine for virtually every industry imaginable. (Actually they're are over 22,000 such publications and many accept article submissions) These publications are always on the lookout for new dynamic ideas from "experts" in the field.
Tuesday, December 18, 2007
3 Ways To Use Google Alerts
Continued from last week...
#1 -- Get publicity IMMEDIATELY by tying-in with breaking news stories. One of the easiest ways to get publicity is to be able to comment on what's already in the news. For instance, Harrison Forbes is a dog training expert. Harrison was advised, "Whenever a kid gets attacked by a dog somewhere in America, you need to contact the newspapers and radio/TV shows in that city immediately and let them know you can comment on why it might have happened and how this attack could have been prevented." Harrison then asked, "But how will I know when a dog attack story hits the news?" Answer: "Use Google Alerts." Within 90 days of beginning to use this strategy, Harrison had gotten publicity in over 40 different media outlets across the country using this method.
#2 -- Get publicity YEAR 'ROUND by building friendships with journalists who write on your topic. Mark Amtower, also uses Google Alerts service in a very systematic way to get publicity. Here's what Mark does: First he sets up alerts to track stories written on his area of expertise, which is how small businesses can sell more to the government. When he gets an alert email pointing him to a good story on that subject, he then sends the journalist who wrote the story a short email saying he enjoyed their article and offers a sincere compliment. His email stands out because journalists don't often hear from their readers and when they do it's usually to complain. Within his email Mark mentions his site GovernmentMarketingBestPractices.com to reinforce his credibility. If the journalist writes him back and thanks him for his comments, Mark then offers to send them a free copy of his book and mentions he's happy to be a resource for them on any future stories they might do on this or similar topics. This simple technique has helped Mark get a lot of publicity in his niche because he's systematically created relationships with many reporters who now look at him as a reliable source.
#3 -- Get publicity EASILY by using proven headline formulas as "hooks." Business owners who want more publicity often ask what their 'hook' or angle should be when approaching the media. "What hooks have others in your industry successfully used to get publicity?" Usually they don't know, but by using Google Alerts (or even just searching the Google News database at http://www.google.com/news ) you can quickly find articles in which others with similar expertise are quoted. For example, let's say you're a mortgage broker in Denver. One day you discover a story in the Chicago Tribune about new loan programs making it easier for self-employed people to get a mortgage. Well, if it's newsworthy in Chicago, it's probably going to be considered newsworthy by the media in your city. So pitch your local media on doing the same story, only this time they'll be interviewing YOU as the expert.
#1 -- Get publicity IMMEDIATELY by tying-in with breaking news stories. One of the easiest ways to get publicity is to be able to comment on what's already in the news. For instance, Harrison Forbes is a dog training expert. Harrison was advised, "Whenever a kid gets attacked by a dog somewhere in America, you need to contact the newspapers and radio/TV shows in that city immediately and let them know you can comment on why it might have happened and how this attack could have been prevented." Harrison then asked, "But how will I know when a dog attack story hits the news?" Answer: "Use Google Alerts." Within 90 days of beginning to use this strategy, Harrison had gotten publicity in over 40 different media outlets across the country using this method.
#2 -- Get publicity YEAR 'ROUND by building friendships with journalists who write on your topic. Mark Amtower, also uses Google Alerts service in a very systematic way to get publicity. Here's what Mark does: First he sets up alerts to track stories written on his area of expertise, which is how small businesses can sell more to the government. When he gets an alert email pointing him to a good story on that subject, he then sends the journalist who wrote the story a short email saying he enjoyed their article and offers a sincere compliment. His email stands out because journalists don't often hear from their readers and when they do it's usually to complain. Within his email Mark mentions his site GovernmentMarketingBestPractices.com to reinforce his credibility. If the journalist writes him back and thanks him for his comments, Mark then offers to send them a free copy of his book and mentions he's happy to be a resource for them on any future stories they might do on this or similar topics. This simple technique has helped Mark get a lot of publicity in his niche because he's systematically created relationships with many reporters who now look at him as a reliable source.
#3 -- Get publicity EASILY by using proven headline formulas as "hooks." Business owners who want more publicity often ask what their 'hook' or angle should be when approaching the media. "What hooks have others in your industry successfully used to get publicity?" Usually they don't know, but by using Google Alerts (or even just searching the Google News database at http://www.google.com/news ) you can quickly find articles in which others with similar expertise are quoted. For example, let's say you're a mortgage broker in Denver. One day you discover a story in the Chicago Tribune about new loan programs making it easier for self-employed people to get a mortgage. Well, if it's newsworthy in Chicago, it's probably going to be considered newsworthy by the media in your city. So pitch your local media on doing the same story, only this time they'll be interviewing YOU as the expert.
Wednesday, December 12, 2007
Using "Google Alerts"
Google has a very helpful free "alerts" service which can help you get a lot more publicity. It's essentially an online clipping service which monitors both the web and Google's news databases, then sends you an email as soon as something you're interested in appears in their search results. For instance, let's say you're a big fan of actor Kiefer Sutherland. You can set up a Google Alert for his name. Then whenever Google finds him mentioned in a top news story or on the web, you'll get an email including the web site address so you can go see where and how Kiefer is mentioned. To set up your own Google Alerts for free, just go to http://www.google.com/alerts
The exciting thing is you can use this service to grow your business in all sorts of ways. Some of the obvious ways to use it include setting up alerts to see what others are saying about you online, "spy" on competitors, find out about new developments in your industry and/or discover some possible new joint venture partners along the way. This service is also one of the best publicity tools ever created and it's free!
Make sure to visit "Making The News" often as I continue to explore this marketing powerhouse and reveal powerful ways to use this hot new publicity tool in upcoming posts
The exciting thing is you can use this service to grow your business in all sorts of ways. Some of the obvious ways to use it include setting up alerts to see what others are saying about you online, "spy" on competitors, find out about new developments in your industry and/or discover some possible new joint venture partners along the way. This service is also one of the best publicity tools ever created and it's free!
Make sure to visit "Making The News" often as I continue to explore this marketing powerhouse and reveal powerful ways to use this hot new publicity tool in upcoming posts
Tuesday, December 4, 2007
Be an "Expert on File"
Are you in business?
I assume that you are or you would not be reading this. Are you good at what you do? I assume you are or you would not be reading this. The real question is, if you are so good at what you do why does'nt the media know about you? Answer, they have never heard of you.
Solution? Tell them!
Every media person in your town keeps a file of experts, authorities, contacts and sources they can call when a story breaks or when they need a quote. Mortgage rates are at all-time lows. The stock market has been break dancing. Car sales are fluctuating. Investment advisors are in high demand. Religious organizations are being bombarded with questions, and so on and so on. Every time a story breaks or is considered “hot” the media people scurry for insights, a quote, insider information, and timely responses from industry experts. The LOCAL ANGLE is what most of these reporters are seeking. When they need an insight, quote or factual information they always turn to their file of contacts. You can become one of these valued resources by simply calling and letting them know you are available for comment. Call your local editor or better yet, beat reporter. Introduce yourself and your expertise. Offer to assist the reporter in the event they need help on issues and stories of which you are qualified.
Scan your newspaper and begin to look for “trends” any given reporter is following. Look for the impact a national story could make locally. Call the reporter and make yourself available in the event he/she needs clarification or an opinion on an ongoing and breaking event. Some national stories that you could comment on locally include:
*How the stock market will behave with Christmas looming.
*The local impact of major corporate scandals
*How the mutual fund debacle could effect local businesses
*How your industry is effected during the holidays
*What impact has the Iraq war had on your industry, and what changes are on the horizon
*Is Michael Jackson coming to town?
Every reporter in the world is looking for a local angle to a national story. If there is a national or regional story your paper is covering and you can help create a local flavor, you will get exposure and will be a valued media resource for years to come. The story does not have to be solely of a national scope either. What story lines does your local media seem to be hot on, a political race or hot issue, a nursing home infraction? In Birmingham AL (My home town) childhood obesity is the latest hot button. Are you a doctor, bodybuilder, runner, nutritionist, fast food restaurant manager? Did you lose 300 pounds on the Adkins diet, did your mom? See the various angles that could be offered by these different professions and/or people in the know? Everyday there is a story that needs further clarification. It’s all a matter of paying attention and making the call. Take a few moments today and scan your local paper. I’ll guarantee there is a story you're are qualified to comment on so... Pick up the phone and...
AND COMMENT ON IT!
I assume that you are or you would not be reading this. Are you good at what you do? I assume you are or you would not be reading this. The real question is, if you are so good at what you do why does'nt the media know about you? Answer, they have never heard of you.
Solution? Tell them!
Every media person in your town keeps a file of experts, authorities, contacts and sources they can call when a story breaks or when they need a quote. Mortgage rates are at all-time lows. The stock market has been break dancing. Car sales are fluctuating. Investment advisors are in high demand. Religious organizations are being bombarded with questions, and so on and so on. Every time a story breaks or is considered “hot” the media people scurry for insights, a quote, insider information, and timely responses from industry experts. The LOCAL ANGLE is what most of these reporters are seeking. When they need an insight, quote or factual information they always turn to their file of contacts. You can become one of these valued resources by simply calling and letting them know you are available for comment. Call your local editor or better yet, beat reporter. Introduce yourself and your expertise. Offer to assist the reporter in the event they need help on issues and stories of which you are qualified.
Scan your newspaper and begin to look for “trends” any given reporter is following. Look for the impact a national story could make locally. Call the reporter and make yourself available in the event he/she needs clarification or an opinion on an ongoing and breaking event. Some national stories that you could comment on locally include:
*How the stock market will behave with Christmas looming.
*The local impact of major corporate scandals
*How the mutual fund debacle could effect local businesses
*How your industry is effected during the holidays
*What impact has the Iraq war had on your industry, and what changes are on the horizon
*Is Michael Jackson coming to town?
Every reporter in the world is looking for a local angle to a national story. If there is a national or regional story your paper is covering and you can help create a local flavor, you will get exposure and will be a valued media resource for years to come. The story does not have to be solely of a national scope either. What story lines does your local media seem to be hot on, a political race or hot issue, a nursing home infraction? In Birmingham AL (My home town) childhood obesity is the latest hot button. Are you a doctor, bodybuilder, runner, nutritionist, fast food restaurant manager? Did you lose 300 pounds on the Adkins diet, did your mom? See the various angles that could be offered by these different professions and/or people in the know? Everyday there is a story that needs further clarification. It’s all a matter of paying attention and making the call. Take a few moments today and scan your local paper. I’ll guarantee there is a story you're are qualified to comment on so... Pick up the phone and...
AND COMMENT ON IT!
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