Public Relations Tips: February 2007

If you're hosting a special event, there are several great ways you can promote it by involving the media.

 Ask news anchors and TV weather people to serve as emcees or keynote speakers at your event, or be the grand marshals in your parade. If they agree, chances are good your event will be on that night's news.

 Invite media people to serve as judges at your event.

 Ask news anchors to join you in a demonstration that promotes your event. For example, I saw a 2-minute segment in which two TV anchors were invited to help a local chef decorate Christmas cookies to promote a special holiday cookie workshop being held at a local hotel/resort. The anchors looked as though they were having a ball. The event was so insignificant that it otherwise would never have been covered. If your organization is sponsoring a hot air balloon race, invite a reporter to go on a hot air balloon ride several weeks before your event, then write about it.

For more tips on promotion, see Special Report #42.

Posted by Rachael at 08:07 PM | Permalink | Comments (0)

If your book is reviewed in a major publication that refuses to grant reprint rights but, rather, insists that they SELL you the rights for several hundred or several thousand dollars, consider paying for the rights. A story about your book in a national magazine is more powerful than an ad that costs you several thousand dollars. Reprints can be used in dozens of ways: inside your media kit, at trade shows, to keep in touch with clients, to court potential readers, and to send to other non-competing media along with your pitch letter. National publicity provides credibility--almost as if the publication is giving you its stamp of approval.

Getting your book reviewed in Booklist, the flagship review journal of the American Library Association, is a long shot. But definitely worth a try. E-mail editor Bill Ott at bott@ala.org and he will send you information on how to submit books and which editor to submit them to.

For more ideas on getting reviews, see Special Report #40.

Posted by Rachael at 08:27 AM | Permalink | Comments (0)

Even though having a kick-butt online media room is crucial to success, it is also important to consider the following: At events the media are covering, be sure you make printed media kits available. Not all journalists have access to computers when they're on the road.
It's OK to make only a few images such as color slides available in your printed media kit. Then refer the media to your online media room, where they can view a larger sample of what's available.
Even if you have an online media room, make news releases available by fax or e-mail, particularly in breaking-news situations. Many reporters want something they can hold in their hands, or file along with other paper documents.
For more advice on how to best attract, handle, and keep the media coming back to your online media room, as well as your other events, see Special Report #22 "How to Create an Online Media Room and Keep the Media Coming Back"

Posted by Rachael at 07:58 AM | Permalink | Comments (0)

Even though having a kick-butt online media room is crucial to success, it is also important to consider the following: At events the media are covering, be sure you make printed media kits available. Not all journalists have access to computers when they're on the road.
It's OK to make only a few images such as color slides available in your printed media kit. Then refer the media to your online media room, where they can view a larger sample of what's available.
Even if you have an online media room, make news releases available by fax or e-mail, particularly in breaking-news situations. Many reporters want something they can hold in their hands, or file along with other paper documents.
For more advice on how to best attract, handle, and keep the media coming back to your online media room, as well as your other events, see Special Report #22 "How to Create an Online Media Room and Keep the Media Coming Back"

Posted by Rachael at 07:58 AM | Permalink | Comments (0)

You can use polls and surveys to subtly promote your product. It is an excellent way to grab a reader without even saying much.

The company that makes Just for Men Haircolor surveyed 505 executives from Fortune 1000 companies and learned that coloring their hair is one of the subtle tricks men use to land a job or work their way up through management ranks in America's top companies. The survey showed that 33% of them believed that men who colored his hair was, "secure enough with himself to enhance his appearance in subtle ways."

The Iams Co., which makes pet food, surveyed its owners and learned that an overwhelming 91 percent of pet owners have said the words "I love you" to their pets. In addition, 63% of respondents sleep with their pets at their sides. The Iams "Good Life" Survey was conducted among 400 callers to the pet care company's customer-service center.

Playing off the love theme, news releases announcing the results were sent to the media just before Valentine's Day. The Iams news release also quoted a company veterinarian as saying "we hear from people who tell us about the important bond they feel with their dog or cat." It also referred people to its toll-free hotline and web site for more information on pet care and nutrition, thus helping create customer loyalty.

To learn more about how you can use polls and surveys to promote your product and to brand yourself as an expert, see Special Report 19, "How to Use Polls, Surveys and White Papers That Brand You as an Expert"

Posted by Rachael at 07:47 PM | Permalink | Comments (0)

Fear of public speaking is greater than the fear of dying in a house fire or a plane crash. Yet public speaking is one of the most powerful ways to establish yourself as an expert, get free publicity and sell more of your products and services. Even first-time business owners can get onto the speaking circuit. Choose a compelling topic and give your presentation a catchy title.

Start small. Call program chairs at local groups such as Rotary, the Chamber of Commerce, social clubs, or any audiences that want to hear what you have to say. Check your local newspaper for listings of groups that have speakers. Then call the contact number and ask if they are interested in your topic.

To learn more about how public speaking can benefit you, and get you free publicity, see Special Report #9, "How to Generate Free Publicity for Your New Business"

Posted by Rachael at 07:38 AM | Permalink | Comments (0)

A great way to get free publicity and media attention is not to be perfect, rather to be imperfect, so go ahead.

TALK ABOUT YOUR PROBLEMS

What are the three biggest business problems you are facing? Find out the name of the reporters who covers your industry. Then share the information with them. Who knows? Someone might read your story and call you with a solution you might not otherwise have known about.

TALK ABOUT YOUR MISTAKES

What are the biggest you have made, and how would you advise other people from not making the same ones? Don't be embarrassed. Everyone has made them. And if you're willing to discuss yours, there's a good chance the media will be willing to write about you. The media love to give their audiences lots of free advice-particularly about how not to make mistakes.

To find out more on how to make the most of a bad situation, or turn your bad into publicity good, as well as other ways to find ideas or stories within your company see Special Report 5 "How to Identify Story Ideas Within Your Company or Organization"

Posted by Rachael at 08:40 PM | Permalink | Comments (0)

Harley-Davidson celebrated its 95th anniversary with the world's largest motorcycle ride that attracted more than 10,000 bikers. When the classic Ore-Ida Tater Tot Turned 40, it invited fans to call 1-800-9-TATERS to share their stories, poems, jingles, jokes and testimonials for a chance to win the grand prize - a 40-month supply of Ore-Ida Tater Tots.

Hostess Twinkies marked its 65th with a contest for students at film schools across the nation who were challenged to submit short screenplays featuring Twinkies. The winning students, dressed in tuxedoes, arrived at a gala Hollywood awards ceremony in limousines.

There's more to celebrating an anniversary than simply writing a few news releases and giving away free products bearing your company's name. For great ideas on how to make your anniversary news worthy see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"

Posted by Rachael at 07:26 AM | Permalink | Comments (0)

Products require publicity too, so do it right with these:

If yours is a commodity product, identify product benefits your competitors have ignored.

Shoot your product both with and without people.

Make sure you get to see the models for your photo shoot in person before you make your choice.

Always ask your photographer how long a photo shoot will take.

Use simple, neutral backgrounds like grey and off-white for your product shots.

If you make or sell luxury products, like boats, houses or cars, offer to lend them to photo editors at magazines.

Send your photos by first-class mail, messenger, or overnight courier and pack them in sturdy envelopes with stiff cardboard to protect it.

Make sure you have a clear understanding with editors about exclusivity for photos.
For even more great product publicity tips and advice see David R. Yale's report "How To Get Free Publicity For Your Products"

Posted by Rachael at 10:19 AM | Permalink | Comments (0)

Instead of spending precious time planning the best way to stuff yourself on Thanksgiving Day, you should be crafting the perfect story pitch to serve to your local beat reporter.
While your competitors are crawling over each other at the shopping malls in December, you could be sitting in the quiet of a local radio studio, providing a witty interview that will help you sell, sell, sell more of your products and services.
Smart Publicity Hounds kick into high gear during the holidays-and for good reason. The weeks between Thanksgiving and New Year's can be painfully slow at newspapers, magazines, and TV and radio stations because newsmakers are doing things other than making news.

Talk show guests are in short supply. Reporters often find it difficult to track down the people they need to comment on a particular story. And because newspapers sell more ads in December, that means more news pages to fill.

For great ways to capitalize on the Holidays when it comes to getting free publicity see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"

Posted by Rachael at 06:28 AM | Permalink | Comments (0)

Besides using briefs for getting some free publicity, and having your name, or company printed in a magazine, newspaper, etc. you can use briefs elsewhere.
Other Uses for Your Briefs
 Make reprints and tuck them into your media kit.
 Make reprints and use them in your handouts if you do public speaking.
 Post them at your web site.
 Include them with a pitch letter to editors at other publications if you're trying to get a larger article placed. This shows that you have been published and establishes credibility.

Here's an example of a brief submitted to a small-business magazine:

Joan Stewart
Simultaneous Submission, Non-Competing Market
3930 Highway O S.S. # 123-45-6789
Saukville, WI 53080 298 words
262-284-7451

For more ideas on where to use your briefs see Special Report 30 "Briefs, Fillers & Quizzes: The Shortest, Easiest Articles You'll Ever Write"

Posted by Rachael at 04:28 PM | Permalink | Comments (0)

If you're front and center at most of the important networking breakfasts in your community, but you think writing a White Paper to establish your expertise as a consultant is too much trouble, keep reading.

If you're the ultimate schmoozer and really know how to work a room, but you're clueless about how to work the media in your trade industry, pay attention.

Perhaps your consulting business is slowly chugging along, just waiting for the next piece of referral business, but you aren't doing anything proactive to let people know how you can help them solve their problems.

If this sounds like you, it's time to start employing a variety of marketing and publicity tactics designed to establish your expertise, enhance your credibility and bring you more clients.
For more information on how you can boost your consulting business with publicity, and a whole list of tips to cherry pick from see Special Report #23 "Profitable Publicity Tips to Jump-Start Your Consulting Business"

Posted by Rachael at 06:16 AM | Permalink | Comments (0)

Once you and your partner agree on a product, define specific duties right up front so there is no misunderstanding about who is going to do what. If you have absolutely no interest in a certain task, such as doing radio talk show interviews as part of your publicity campaign, say so.

Work off each other's strengths. Divide responsibilities according to who has the time and talent to do the best job. Assign dates that tasks are to be completed. One of the beauties of partnering with someone on a project is that you can prod each other when things seem to get bogged down. Even so, projects I've been involved in have tended to move so slowly it's like watching grass grow.

Assign dates that tasks are to be completed. One of the beauties of partnering with someone on a project is that you can prod each other when things seem to get bogged down. Even so, projects I've been involved in have tended to move so slowly it's like watching grass grow.

There are many ways to make a partnership run smoothly; see Special Report #41 for more tips.

Posted by Rachael at 06:51 PM | Permalink | Comments (0)

If you're an author trying to get on a major TV or radio talk show, don't pitch your book! Pitch an entire show that relates to the topic of your book. Example: If you wrote a book about how children of divorced parents suffer long-term effects well into adulthood, don't try to entice TV producers with the book. Entice them with an entire show around the topic of "Children of divorced parents: Do they ever recover?" Then suggest two or three other guests that tie into your topic who also could be interviewed, preferably someone who is on the other side of the issue. If you can do that, you've just given the producer an idea for an entire show, and they're more likely to bite because you've done their work for them.

Promote your books when people who call you on the telephone are put on hold. Your recorded message can tell them about your latest book and where to buy it, lead people to your website where they can read excerpts, and list helpful tips that tie into the topic of your book. Also entice them with information about upcoming titles.
For more information see Special Report 40.

Posted by Rachael at 07:32 AM | Permalink | Comments (0)

When trying to publicize a story, it's a good idea to involve reporters in them.

Any time you can provide a memorable experience for reporters by involving them in your story, you increase the chances of a better story. That's because reporters aren't just bystanders recording what they see and hear. They are actual participants who are also recording what they feel, how they are reacting and what they think of the experience. Their stories will more likely be filled with emotion and present a more accurate portrayal of the event. But perhaps the best reason is that it forces reporters to get excited about your story. Excited reporters seldom write dull stories.

One local service club sponsored a Cardboard Boat Regatta every Fourth of July. Local companies made boats out of cardboard, then competed for prizes by paddling them down a river. I never covered the event. But if I had, I would have asked to be part of one of the teams so I could experience what it was like to paddle for my life as I felt the cardboard beneath me getting soggier by the minute and, possibly, collapsing.

For more tips on how to involve reporters in your event, see Special Report #42.

Posted by Rachael at 08:58 PM | Permalink | Comments (0)

When you are actually onsite at a trade show, there are some important tips for things you can do to increase your chances for publicity:

Take plenty of news releases with you.

Make sure your booth is media-friendly. That means setting aside a spot in the booth where you can meet with editors and reporters. It's a good idea to also reserve a place away from the booth where reporters can interview company representatives in a more peaceful setting.

If you want to demonstrate a product, be sure you know who is responsible for the demonstration.

Let the people in your booth know how they can reach you if a media person stops by unannounced and needs information. They should have your cell phone or beeper number.

Make sure everyone in the booth knows where coats, purses and other belongings can be stored during the show. Be aware of local fire codes. Give the media what they need. You might be tempted to give reporters everything you think they want to know. Instead, ask them to tell you what they need. You will save them and you a lot of time.

For more great tips for great trade show publicity see Special Report #24 "How to Create Media Publicity at Trade Shows and Conferences"

Posted by Rachael at 07:06 AM | Permalink | Comments (0)

A partnership is a great way to get your products out there. But where do you find a good partner?

Within your own trade association. Many of my partners are also members of the National Speakers Association. When I attend the annual convention, I'm always on the lookout for good product partners and make a point to seek them out. Consultants and authors should look within their own trade groups. A consultant can also team up with a speaker, a speaker can team up with an author, or an author can team up with a consultant.

At your trade association's website, or in the resource directory.

On discussion boards and in news groups where partners are likely to lurk. I've met dozens of people this way.

At events where you speak. If you're a professional speaker, always review the program to see who else was hired to speak and who might be a good match.

By looking through trade publications that serve a particular industry. Keep your eyes open for people whose articles are published.

For more places to find industry partners, see Special Report #41.

Posted by Rachael at 06:53 PM | Permalink | Comments (0)

When creating your media room, consider the following tips:
Your PR department, not your webmaster, should take the lead when designing a media room. Webmasters are good at what they do, but most of them don't understand what journalists need.

Your online media kit must be available in HTML. Remember that different journalists have different needs. Some of them work with sophisticated computers. Others, however, might be using an older PC with a 28.8 modem, which slows them down on deadline.

Give journalists a choice of resolution. Some editors prefer low-resolution photos. Most media outlets need high-resolution images, usually 300 DPI or better, in JPEG, TIF, EPS or JIF. Make it easy for journalists to find what they need by putting all the images under one icon on the tool bar. They can click the icon, then choose what they need.
To get even more great tips to help you learn more about how to create an effective, usable, and downright awesome online media room, see Special Report #22 "How to Create an Online Media Room and Keep the Media Coming Back"

Posted by Rachael at 07:57 AM | Permalink | Comments (0)

A white paper is a report that provides new information on some aspect of your business or industry, or the business or industry of potential customers. It is generally from 10 to 15 pages with a few graphs or charts.

White papers are valuable because they create awareness of your company in a particular industry. They establish you as an expert. And, they give you a chance to speak with decision-makers about a topic they care about, without giving them a sales pitch to buy or products or services.

A white paper is not a blatant promotional tool that talks about what you are selling. Rather, it shares new information about a problem, solution or trend. It can be about industry growth trends, new product innovations or pending legislation that affects a particular industry.

To learn more about how you can use white paper to your advantage, see Special Report 19, "How to Use Polls, Surveys and White Papers That Brand You as an Expert"

Posted by Rachael at 07:51 PM | Permalink | Comments (0)

Many people overlook letters to the editor as a valuable publicity tool. Yet editors always welcome timely, compelling, controversial letters. Be on the lookout for every opportunity to write one.

Think of clever ways to weave into the letter what you do, how you can help people and your areas of expertise. As you read letters in publications you would like to get into, notice how the letter-writers publicize their own businesses without making it sound like a heavy-handed sales pitch. They might do it by starting the letter with the phrases, "As the owner of.." Example: "As the owner of one of the few vegetarian restaurants in Elmwood, I loved your recent story on.." Then sign the letter with your name and the name of your business.

To learn more about how to write a great letter, and what should be included in order to get free publicity for your business, see Special Report #9, "How to Generate Free Publicity for Your New Business"

Posted by Rachael at 07:36 AM | Permalink | Comments (0)

There are ways you can get tons of free publicity just by giving a little something away.
OFFER FREE ADVICE

What advice can you offer that will help someone else solve their problems? Tell reporters they can call on you for advice when writing stories about your area of expertise. Give them specific examples of how you help people save time and money.

WRITE HOW-TO ARTICLES

Editors of many newspapers, magazines and trade publications want articles that tell their readers how to do something such as get out of debt, discipline their children, have a safer work environment, set up a home office, or acquire a business loan. Think of the number one problem your customers face, then write a how-to article about it.
To find more ideas on how you can give a little, and get a lot of free publicity out of it, see Special Report 5 "How to Identify Story Ideas Within Your Company or Organization"

Posted by Rachael at 08:38 PM | Permalink | Comments (0)

If you make a product or provide a service that will help people save time or money, make them healthier, make them more comfortable or help them in any other way around a holiday or anniversary, let the media know. Health clinics, for example, can produce simple charts that show the difference in calorie counts for
a traditional Thanksgiving feast, compared with the "lighter" version made without cream, butter or other fattening ingredients. Offer them to newspaper food editors. A massage therapist can offer to appear on a radio talk show and share tips for giving that special someone a relaxing massage for Valentine's Day. A caterer who makes home-cooked meals for families can pitch a story about how more and more customers are buying certificates for meals and giving them to their moms for Mother's Day.
For more ideas on how to piggyback holidays with what you have to offer see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"

Posted by Rachael at 07:24 AM | Permalink | Comments (0)

Tips on Working with Editors

If you do write a query letter and you want to bring up the topic of rights, offer editors one-time rights on your briefs. This means the brief can be printed once, and you are free to submit it to other publications. (See "Special Report #7: How to Write the Perfect Pitch Letter That Convinces an Editor Write About You," "Special Report #25: How to Pitch Reporters Over the Telephone and Make Every Second Count." And "Special Report #26: How to Make Your Story Pitch Stand Out in the E-Mail Jungle")

If an editor contacts you and needs more copy or tips than you have provided, respond to their requests quickly. Remember that they might be on deadline.

You do not need to follow up with every editor who receives your briefs, but follow-up might get you another assignment. When following up, don't simply call and ask, "Did you get my brief on 6 tips for traveling with pets?" Instead, tell the editor you sent it and ask if additional information is needed. While you have the editor on the phone, you might pitch another idea or two, or invite the editor to call on you when the publication needs expert commentary, story ideas or background on your areas of expertise.

For more great advice and tips for working with editors see Special Report 30 "Briefs, Fillers & Quizzes: The Shortest, Easiest Articles You'll Ever Write"

Posted by Rachael at 04:26 PM | Permalink | Comments (0)

Create a great marketing and publicity strategy for yourself with these tips:
Use a Signature File

Put an automatic signature at the end of every e-mail message you send. Call yourself a consultant, or an expert, or any other word that lets people know how you can help them. Here's the signature file I use, which lets people know I consult, am an expert, and am willing to give away free advice.

Joan Stewart
a.k.a. "The Publicity Hound"
3930 Highway O Saukville, WI 53080
Phone: 262-284-7451 Fax: 262-284-1737
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Speaker, trainer, consultant, and expert in
media relations and employee recruitment/retention
"89 Reasons to Send a News Release" is yours free
at http://www.PublicityHound.com

Be Listed as an Expert

List yourself in every directory and expert database you can find that deals with your industry. Two excellent resources are "The Yearbook of Experts, Authorities and Spokespersons" at http://www.yearbook.com and Profnet's experts database, managed by PR Newswire, at http://www.mediaInsider.com. These two sources are often the first places reporters go when looking for expert sources.

For more great publicity and marketing tips see Special Report #23 "Profitable Publicity Tips to Jump-Start Your Consulting Business"

Posted by Rachael at 06:14 AM | Permalink | Comments (0)

There are many products you can use to promote your services, including:

Books. If there's any product that can take years to create, and at great expense, it's this one. Cut your time in half by tracking down a co-author.

E-books. Electronic books are an ideal product for partnering. My friend Tom Antion, a professional speaker, invited me to partner with him on an e-book about publicity. I wrote most of the book titled "How to be a Kick-Butt Publicity Hound." Because his ezine list is well over 100,000, I rely on him to do most of the marketing.

Tips booklets. Either co-author a booklet, or track down a product partner who can write a booklet that would be a good companion to one you are thinking of creating. Publishing two or more booklets on the same topic can prove profitable because some buyers will want the entire set. For more information on how to write and market tips booklets, check out Paulette Ensign's excellent web site at www.tipsbooklets.com.
For even more ideas, see Special Report #41.

Posted by Rachael at 06:48 PM | Permalink | Comments (0)

If your book is on a niche topic, check out the Oxbridge Directory of Newsletters, a resource book at your local library. You can search print newsletters by topic. Send copies of your book for review to newsletters, which have a loyal following.
Visit https://www.mediafinder.com/secure/product1.cfm#newsletters

If you've written a book targeted to senior citizens, visit http://www.seniornet.org. This is a book club for seniors that features discussion groups and even invites authors to discuss their books.

Don't forget all those college newspapers if you have a book targeted to college students. Collegiate Presswire provides press release distribution to college newspapers. Visit http://www.cpwire.com. The Associated Collegiate Press lists lots of newspapers. Click on "Members Online" at http://www.studentpress.org/acp/ The Editor & Publisher International Yearbook, available for purchase in print or on CD, includes a section for college newspapers. This publication also lists daily and weekly newspapers in the U.S., Canada and many foreign countries. http://www.mediainfo.com/store/store.htm

For more ways to target your niche audience, see special report #40.

Posted by Rachael at 07:23 AM | Permalink | Comments (0)

Print and TV reporters aren't the only ones who can have fun participating in your stories. Remember the radio folks, too. A recent promotion for a story done by a local radio station. One of the deejays who had a snoring problem was invited to the Sleep Wellness Center to see if he could be cured of snoring. I'm not sure if he was ever cured, but I remember hearing the promos for that particular story several dozen times over a two-week period.

If you're seeking publicity for a food product, a clever strategy is to hand-deliver the food to sports announcers at pro sports games. I'm a Green Bay Packers fan. And several Sundays during football season, local businesses deliver pizza, doughnuts and other food to the announcer's booth. Guess what they get? A free plug on the air that's probably much more effective than a paid commercial.

For more tips on how to involve radio personnel, see Special Report #42.

Posted by Rachael at 08:05 PM | Permalink | Comments (0)

There are ways to get the publicity balls rolling before the show even begins. For example, target publications that would be interested in the show. An engineering magazine, for example, would be a prime target for a large engineering show. Call the publication and ask for a copy of their editorial calendar, which lists all special sections and topics in the coming year. You might not be able to tell from the calendar whether or not the trade show or convention gets its own stand-alone publication, a section within the magazine, a single story beforehand, or one story after the show. If you're not sure, call the publication and ask. Editorial calendars, by the way, are free from the publication's advertising department.

If you are responsible for media coverage, but you have no say whatsoever in what will be included in your company's booth, contact the person in charge a few months before the show begins. Arriving on the day of show and learning the booth manager made no provisions for the media would be a nightmare.

For more great tips and to learn what you can do before a trade show starts to increase publicity see Special Report #24 "How to Create Media Publicity at Trade Shows and Conferences"

Posted by Rachael at 07:05 AM | Permalink | Comments (0)

While the technical requirements for product shots are similar to photos of events and people, the visual approach is quite different.
Freelance photographer Jerry Pozniak explains, "It's important to hire the right photographer for product shots. A newspaper or publicity photographer will probably not have the right skills or equipment. A photographer who specializes in product shots, on the other hand, will know how to make your product look its best."
The quality of your product shots is less important in newspapers, more important in magazines, and most important when the photograph will be enlarged. Especially if you send the same shot to many publications, you should shoot in both color and black and white. Some publications want product shots with people in them, others do not. So, shoot your product photos both ways and either find out the editorial preferences - or send both types of shots.
For great tips and advice on how to make the portraits of your products really stand out in a good way, see David R. Yale's report "How To Get Free Publicity For Your Products"

Posted by Rachael at 08:14 PM | Permalink | Comments (0)

Professional success begins by perfecting your ability to use and control your voice.

You dress for success, diet to stay trim, exercise to stay slim and eat to stay healthy. But how do you sound?

In business and social situations the impression you make is determined largely by how you sound. Your voice leaves a far more lasting impression than your appearance.

According to recognized experts, billions of dollars are lost each year in missed opportunities and squandered sales all because of the ineffective way people speak.

The Internet, e-mail, voice mail, faxes and modems have all had their impact on communication. Technology that was beyond our comprehension just a few years ago now enables us to communicate easily and quickly anywhere in the world. But despite all of these incredible advances, nothing will ever take the place of the human voice. The spoken word has always been and always will be the most important means of interpersonal communication.

Whether you're speaking one on one, giving a presentation before a group, chairing a committee or selling on the telephone, how you use your voice is critical.

In her manual Building the Power of Your Voice: How to Improve Your Voice to Command Attention & Move People to Action, Dr. June Johnson provides valuable techniques and tips that allow professionals to understand and perfect their voices.
http://101publicrelations.com/voicepower.html?utm_source=prideas&utm_content=voice_power

Posted by Dan at 02:04 PM | Permalink | Comments (0)

What's the format for the body of a press release? In Section Number One, tell your whole story in two or three sentences. That's all you get. Two or three sentences, because the reporter just wants to read that first section and say, "What's this about?" They don't want to have keep reading. I can tell you the history of the Revolutionary War in two sentences, "We fought the British. They lost." That's the whole Revolutionary War. Everything else is just detail. So if I can tell you the history of the Revolutionary
War in two sentences, you can tell me your story in two sentences. Now we're done with section one.

In Section Number Two, quote yourself, put a quotation there. And the quote should come from you, by the way, not anybody else, and put your credentials. Who are you? Who are you to this person? Why should you be telling me about this topic? What is your background? A brief credential.

Section Number Three: What do you want to happen because the reporter got this press release? Do you want somebody to go to your bake sale? Do you want somebody to get a free report? Do you want somebody to call you? What do you want to happen? That's section number three.

One huge warning now-probably the Number One reason press releases are thrown out is that they violate this rule. And that rule is "Never single space the entire body copy." Never. I will guarantee your press release will be thrown out regardless of how
good your story is.

For more fantastic tips on how to write great press releases, read How to Write a Killer Press Release That Stops Reporters in Their Tracks
http://101publicrelations.com/killer.html?utm_source=prideas&utm_content=killer_press_releases

Posted by Dan at 01:15 PM | Permalink | Comments (0)

What are some of the amenities you must be sure you give to the reporters so that they can do the best job possible covering your event? You have to treat the reporters really special and you have to help them do their jobs and get in and out of your event really quickly and get all the information they need because sometimes they may only have 20 minutes to spend covering it, especially if it's on a weekend. Sometimes there's a lot going on, so they're going to be jumping from event to event, so here are some things that you can do. Give them special parking privileges. Make sure that if it's a big event, they know how to get into your parking lot quickly and they can park in a place right next to the door that's just for media people so they can get in and get out in the shortest amount of time.

Have somebody available at your event, if needed, to accompany that media person from place to place, especially if it's a big, major event, and they're going to only want to hit two or three booths at this event. Offer to take them around but don't breathe down their neck if they do not want somebody to accompany them. Just make sure that if they do need an escort that you make somebody available. Have somebody who is available with a cell phone who they can call if they get lost coming to your event, or let's say they need to contact you afterwards to double-check the spelling of somebody's name who's going to be in their story. For more great information and tips on how to create media buzz for your event, read "How to Create Media Buzz When Promoting Your Special Event."

Posted by Dan at 12:19 PM | Permalink | Comments (0)

Your online media kit should include the same elements as your printed kit. Before you build it, think about what you want to accomplish. Your Number One goal should be to include anything that will make a journalist's job easier and faster. The kit can include the following:

Company history
Bios and photos of key executives
Facts about the company
Lots of free information, including articles and speeches written by company executives
The latest news releases. Include the PR contact's name and phone number on each release
A list of your products and services, with product photos
A Q&A sheet
Links to related sites
Reprints of articles written about you
A list of media outlets that already have covered you. This should include TV and radio shows where you have appeared as a guest

Don't worry if you can provide only some of the items on that list. Remember that journalists are usually on deadline. They shouldn't have to wade through mountains of information to find what they are looking for.
To learn more about how to create an effective, usable, and downright awesome online media kit, see Special Report #22 "How to Create an Online Media Room and Keep the Media Coming Back"

Posted by Rachael at 07:56 AM | Permalink | Comments (0)

You can use polls, surveys, and white-paper to bring attention to yourself and your industry. It is a great way to raise community awareness that you exist without overdoing it. For example, if you are in the supermarket industry you might use something like this:

Supermarkets are having trouble with shoppers smuggling raw meat out of stores in their pants and hiding detergent between their legs. Those were some of the findings in a survey of 200 supermarket general managers across the U.S. by The 100 Percent Recycled Paperboard Alliance. The survey results included lots of other interesting findings. For example, it found that some supermarkets have a problem with customers who fist-fight cashiers, propose on bended knee to grocery checkers and drive motorcycles through the stores. The survey had absolutely nothing whatsoever to do with recycled paperboard. But the story was picked up by the Scripps Howard News Service and printed in newspapers throughout the country, thus drawing attention to the trade group.

To learn the many valuable ways to use polls and surveys as a form of free publicity see Special Report 19, "How to Use Polls, Surveys and White Papers That Brand You as an Expert"

Posted by Rachael at 07:46 PM | Permalink | Comments (0)

There are some things you can do to get "in" with a reporter. For example, invite the reporter to call on you for background information they might need for another story. Then ask, "How else can I help you?" Reporters love to hear those words because most people want a reporter to help them. They seldom think about what they can do to help a reporter.

Suggest story ideas about your business, but never come right out and ask them to write about you. Offer your home telephone number, cell phone number and beeper number. Invite them to call you day or night. Exchange business cards. When the check arrives, don't dive for it. Either split it, or let them pay for your meal if they offer. Many newspapers have policies that prohibit reporters from accepting meals. So don't put them on the spot.

Mail a thank-you note and any other material you promised within 24 hours. Then keep in touch regularly. Offer feedback on their stories. Fax helpful articles about their areas of expertise or their hobbies. Share news tips and story ideas. Do lunch again in four to six months.

To learn more about how to get the reporter on your side and thus get more free publicity for your business, see Special Report #9, "How to Generate Free Publicity for Your New Business"

Posted by Rachael at 07:34 AM | Permalink | Comments (0)

Some people take planes, others the bus, you can piggyback your way to fame (or at least free publicity).
PIGGYBACK ON A NEWS EVENT

After severe rains in Milwaukee a few years ago, a Minnesota company got several minutes of free advertising on a Milwaukee radio station by talking to the drive-time radio host about their special pump that removes standing water and moisture in the air. The host interviewed a company representative and gave out the company's toll-free number.

PIGGYBACK ON TRENDS

Do you sell a product or service that ties into a national trend? A credit counseling agency might offer themselves as a source for stories about the whopping credit card debt wracked up by college students, many of whom have their own credit cards. A non-profit agency that advocates safety for women can promote its community classes by offering the media tips on how businesswomen can be less susceptible to theft of laptop computers in crowded places like airports.

PIGGYBACK ON A HOLIDAY

Is your company doing something different on a particular holiday? Are you a management consultant who can suggest ways that companies can keep their employees productive during the holidays? Have you determined that it's more efficient for your business to simply close down during the week between Christmas and New Year's? Whatever it is, use it as your angle.

To find more ideas for how to use what is going on to your advantage, and get free publicity out of it, see Special Report 5 "How to Identify Story Ideas Within Your Company or Organization"

Posted by Rachael at 08:36 PM | Permalink | Comments (0)

Letters to the Editor and Opinion Columns: Use these two vehicles as a way to spread the word about a particular cause or issue. If you oppose the U.S. space program, for example, write a letter to the editor or an opinion piece to coincide with the anniversary of the Challenger explosion on January 28, 1986.

Keep your eyes open for a story on your topic that already has been printed. If your letter can comment on the story, and still tie into a holiday or anniversary, you have given an editor even more reason to publish it. For example, let's say you feel strongly that the minimum wage should be increased, and you see a story about the minimum wage printed in late summer in a national magazine. Write a letter to the editor responding to the story and stating your opinion. Include the fact that the minimum wage controversy will have particular significance on the upcoming Labor Day. It makes the letter more timely.

For more great ideas on using Letters to the Editor and Opinion Columns that piggyback events see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"

Posted by Rachael at 07:22 AM | Permalink | Comments (0)

Paul Gourvitz of Gourvitz Communications, a New York video production house, recently solved a tough publicity challenge with a very clever approach. Matchbox wanted to do a video news release about its new toys, R.C. Ripskate and R.C. Radskate. "They were clever toys," Gourvitz says, "but we needed to make the product newsworthy."
Gourvitz and his colleagues interviewed a national skateboard champion, who used the toys to demonstrate safety tips for young skateboarders. With safety as a peg, this became an interesting news story, and, with action footage of an actual skateboard competition, "... the video news release was well-accepted by news producers across the country," according to Gourvitz' account in Playthings.
A good news peg is only the start of effective product publicity. You have to provide solid information about your product. If you say that your product's performance is superior, you have to be able to back it up with solid facts. And, if you can provide data to support your claims from an independent source, so much the better.
Keep in mind that whenever you deal with product claims, you have to conform to Federal Trade Commission regulations, as well as a plethora of state and local laws. It's a good idea to have your lawyer review the copy for all publicity material with product claims. For great tips and advice on how to ensure your work is newsworthy and you can back up your claims see David R. Yale's report "How To Get Free Publicity For Your Products"

Posted by Rachael at 08:12 PM | Permalink | Comments (0)

Even after a tradeshow you can get great publicity.

Do a debriefing of the show and file your notes to review before next year's show. Make a list of things that need to be improved, or overlooked opportunities. Make special note of clever things that other companies did at their booths, or ways they attracted media attention.

After the debriefing, ask yourself if you can pitch an idea to the media next year about your trade show strategy. Perhaps you've come up with an innovative way to display a new product, or even handle media inquiries. Other companies might want to know your secrets. If you are willing to share them, the media will view you as helpful.

Enter into your media database the names of media people you met at the show, the circulation of their publication, what they cover, types of sources they need, stories they are interested in, hobbies, etc.

Plan to launch new products just before next year's major trade show, then adjust your timeline accordingly.

For more great tips for after the trade show publicity see Special Report #24 "How to Create Media Publicity at Trade Shows and Conferences"

Posted by Rachael at 07:11 AM | Permalink | Comments (0)

You do not have to be super creative to write a brief, especially because there are so many ways to do so:
Round-up articles. Call six or seven experts in a particular industry and ask them all the same question. Then provide their answers in a brief. If I were writing a round-up brief, for example, I might call several publicity experts and ask this question: "What's the best piece of advice you can offer Publicity Hounds who want to develop and maintain strong relationships with the media?" Most people will be happy to participate because this is extra publicity for them, too.

Definitions. Explain the meaning of words within a certain industry, particularly new words and phrases.

New Products. Many magazines have new product sections. Explain how your product can help readers. Provide free tips.

Q&A. Some publications print mini bios of people in Q&A format. If you have a new CEO, for example, you can feature him or her answering a series of short questions. Provide a photo.
For more examples of what you can use for briefs, and how to best write them see Special Report 30 "Briefs, Fillers & Quizzes: The Shortest, Easiest Articles You'll Ever Write"

Posted by Rachael at 04:23 PM | Permalink | Comments (0)

Use the following great tips in order to custom build your publicity and marketing strategy:

Paulette Ensign's excellent site at Create a Tips Booklet

An informational tips booklet, which you can sell as a product or give away, can be a wonderful revenue stream and really establish you as an expert. Everything you need to know about tips booklets can be found at http://www.tipsbooklets.com.

Record an Audio Tape

Audio tapes which feature the same types of topics you deal with in your consulting business can be used as giveaways or sold.

Publicize It

Work with business groups in pub