Public Relations Tips: May 2007

Who cares if in grade school you got made fun of for kissing up, it is a great way to get some free publicity. You have to schmooze the media, but do it right:

Target your "Top 25" media list. These are the publications, radio and TV shows, print and electronic newsletters and other media where you can get the biggest bang. Identifying them will help you target your efforts rather than taking an all-encompassing and time-consuming approach. Follow up with your "Top 25" contacts once a month, either by e-mail, phone, fax or snail-mail, depending on how they want to be contacted.

Create a "Media Group" in your contact manager program. Make note of deadlines, how the reporter wishes to be contacted, types of articles printed, web site URL, etc.

Give reporters news tips about emerging trends in your industry, or the industry in which you are an expert.

For more great publicity tips, and tips on how to get articles written about you and by you in print through schmoozing, see Special Report #21 "67 Clever Publicity Tips for Professional Speakers and Trainers."

Posted by Dan at 12:45 PM | Permalink | Comments (0)

Always submit your professional photo with an article, or send an electronic version. What? You don't have professional photo? Get one. For less than $75, you can have a good-quality black and white or color photo taken and about a dozen prints made. Order mostly wallet-size, but keep one or two 3-by-5 prints on hand just in case the media needs a larger photo. It's a good idea to have the photo taken in color, even if you only order black and white prints. If for some reason you need a color photo, you can always order them later.

On the back of your photo, include a label with your name, address and telephone number.

To learn more about what you can do to increase publicity and keep the editors coming back when writing articles see Special Report #6 "How to Write "How To" Articles That Position You as an EXPERT"

Posted by Dan at 01:06 PM | Permalink | Comments (0)

It is very important for companies to develop crisis plans. Many companies do this but they tend to leave major gaps in their plans that need to be fixed.

The single, biggest gaps I've seen in crisis plans is most of them tend to be emergency response plans. They're not really full-fledged crisis preparedness plans. They deal with fires and earthquakes and disasters. They do not deal with lawsuits or sudden loss of management. They do not answer as a question, "If you lost your primary place of business today, do you and everybody in your company know where they would do business tomorrow?" They do not answer "What do you do if there's a sudden run on your stock on Wall Street?" They don't answer the corporate disasters. They may just handle the operational disasters.

You can find more great information like this in How to Keep the Media Wolves at Bay.

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

How can you get your blog into search engines? Go to www.Yahoo.com and set up a My Yahoo account if you don't already have one. In the new My Yahoo interface, click the link near the top (or the bottom) that says "Add Content." It will take you to a page where you see a prominent "Find" button. Next to it is a little link that says "Add RSS by URL." Click this link and it will take you to a page with detailed (yes, understandable) instructions for how to add an RSS feed to your My Yahoo page. Add the RSS link for your own blog and click the Add button. Click Finished. For more great tips on how to make blogging work for your business, read "Business Blogging Results."
http://101publicrelations.com/bloggingresults.html?utm_source=prideas&utm_content=business_blogging_results

Posted by Dan at 07:47 AM | Permalink | Comments (0)

When you want to be on a radio talk show, you have to have a good topic first. So ask yourself: Who do you want to buy your products? The over-50 crowd? Gen-Xers? Single men with lots of disposable income? Choose a topic that appeals to the age group you are targeting. Then focus on the big shows with those demographics. Give your show a catchy, compelling title. Here are several examples taken from rtir.com, the interactive version of Radio-TV Interview Report, the world's largest database of authors and experts who are available for live and telephone interviews on a wide range of subjects.

Will There Be a New Cold War with China?

Coffee is Killing Millions of Americans

Safety Tips Kids Are Dying to Tell You

The No-Stress Way to Discipline Your Kids

Where Will Genetic Engineering Lead Us?

Thousands Are Murdered Each Year at the ATM

Will the Internet Make Schools Obsolete?

Producers say hot topics include how to make, save and invest money; how to be healthier, how to have better relationships, how to be happier, tips for a better sex life, and how to bring more peace and serenity to your work and personal life.

To learn more about getting on a radio talk show see Special Report 28 "How to Get Booked on Radio Talk Shows, Give a Great Interview and Get Invited Back"

Posted by Dan at 08:25 AM | Permalink | Comments (0)

If you are planning on publishing your information in a business journal you will need to know who is reading what you publish. You do not want to try to get publicity form an audience that doesn't care.

Typically, you will find very high concentrations of readership in a few industries-real estate, health care, law and professional services. If you're interested in a particular business journal, I highly recommend that you go to their website and navigate over to the section that talks about advertising opportunities. Now we're talking about public relations, but what you'll find in there is a media kit. Typically, in the online media kit, what you're going to find is some document that gives you a breakdown, usually from a trusted source such as the Audit Bureau of Circulations, which is the independent authority that validates readership. They'll tell you percentage wise, if not number wise, how their readership breaks down by industry.

There is much more great information where this came from found in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 08:05 AM | Permalink | Comments (0)

Sometimes the most successful way to get on national public radio would be to piggyback on other important events that are happening at the time. That is what the following author did and it worked perfectly for him.

We had this book called Watson and DNA that was a biography of James Watson, the guy who discovered the double helix. About a year ago, it was the 50th anniversary of the double helix, and we were able to use that in our pitch to get the author on several National Public Radio shows. And had it not been that anniversary, I don't think we would have been as successful, probably unless there had been some big genetic discovery.

If you want to find out more ideas about how to get on national public radio besides this we recommend the publication How to Get Booked on National Public Radio.
http://101publicrelations.com/nationalpublicradio.html?utm_source=prideas&utm_content=npr

Posted by Dan at 08:21 AM | Permalink | Comments (0)

Sometimes the most successful way to get on national public radio would be to piggyback on other important events that are happening at the time. That is what the following author did and it worked perfectly for him.

We had this book called Watson and DNA that was a biography of James Watson, the guy who discovered the double helix. About a year ago, it was the 50th anniversary of the double helix, and we were able to use that in our pitch to get the author on several National Public Radio shows. And had it not been that anniversary, I don't think we would have been as successful, probably unless there had been some big genetic discovery.

If you want to find out more ideas about how to get on national public radio besides this we recommend the publication How to Get Booked on National Public Radio.
http://101publicrelations.com/nationalpublicradio.html?utm_source=prideas&utm_content=npr

Posted by Dan at 08:21 AM | Permalink | Comments (0)

Following up your news releases is an important part of getting them published, but you want to go about it the right way. You can’t be a pest or you won’t get what you want. Do the following:

Never follow up with a phone call to ask, “Did you get my news release?” or “Do you know when it will be printed?” or “Can you send me a copy once it’s printed?” The media receive dozens of these annoying calls each day and don’t have time to check. Keep calling and asking these dumb questions and you will soon be branded as a pest.

If you absolutely must follow up, a better approach is to call the person to whom you sent the release, and ask if there’s any other information they need.

Post recent news releases at your web site.

For more tips on following up, and on writing a great news release see Special Report #12 “52 Tips for Kick-Butt Press Releases (and Bonehead Mistakes to Avoid)”

Posted by Dan at 08:26 AM | Permalink | Comments (0)

There are a number of things to remember when hosting lunches, particularly where payment is concerned.

If you're taking a print reporter to lunch, even if it's at your invitation, always ask how the reporter would like to handle the check. It's usually best if you ask for separate checks and pay your own way. Most reporters hate the media lunch, which combines lunch with a news conference. That's because in addition to ho-hum food, they're usually fed the same story that everyone else gets. Not only that, but many organizations waste the media's time with lunches to announce news that isn't very newsworthy.

Here's another alternative. If you want to meet with reporters and invite them to lunch to pitch a story idea, provide background information or get to know them, ask if they would rather meet in a setting that doesn't involve eating. Some reporters don't like the hassle of having to take notes and flip through items in your media kit at the same time they are trying to juggle a double-decker sandwich with the works.

For more information on paying for lunches and dinners, see see Special Report #43, "The Do's and Don'ts of Offering Food to the Media"

Posted by Dan at 08:54 AM | Permalink | Comments (0)

You have to keep two audiences in mind when you write a release. The first audience is the people, the media gatekeepers, who are going to be reading the release and deciding do they want to follow up and pursue this story for their publication or for their broadcast outlet. The second audience is the ultimate audience who you're thinking of as the television viewers or the newspaper readers. The story is going to be very much changed and transformed by the time the ultimate listeners find out about it. You really should primarily gear the way that you write the release for the needs and the expectations of those media gatekeepers.

Let me tell you what the Number One complaint was that came out in a survey of local newspaper editors. Their Number One complaint about the press releases they received was, "It sounds like an advertisement. It's too salesy." The thing that I have been able to pinpoint as being the biggest thing that gives that impression of it being an advertisement or being salesy, is the word "you," three letters. This rule can be overused, but it's a good thing, particularly when you're learning how to write these releases, to follow the rule of never using the word "you," either explicitly or in pride, in the writing of the press release, unless it's within a quote that is attributed to somebody. If you follow that one rule, then you have gone a long way toward avoiding that complaint, of it sounding like an advertisement or of coming off as being too salesy. What you should aim for is a journalistic tone, the same kind of tone that you find in news stories in the newspaper. They're not trying to sell something. They're telling you what's happening. And that's how you should write your headline. For more tips on how to write fantastic press releases, read "The Do-It-Yourself Press Release Makeover."

Posted by Dan at 07:39 AM | Permalink | Comments (0)

Special reports are extremely valuable to you for a number of reasons:

 They're quick and easy to read.

 They position you as an expert in your field.

 They give you a chance to upsell to higher-priced products and services.

 They can produce far more revenue than a book. When I started creating special reports more than two years ago, I wrote them as individual chapters to an eventual book on how to get free publicity and work with the media. I figured I could start making money from the book long before it was finished. Now, with many special reports for sale at $9 each and many more in the works, I'd be crazy to compile them into a book, which would probably sell for no more than $20. Do the math and you can see why special reports are so profitable.

 You don't have to write them yourself. If you cannot write or don't have the time, hire a freelancer.

To learn more about the value of special reports, and the many ways to create and use them, see Special Report #19, "How to Write and Market Profitable Special Reports"

Posted by Dan at 08:59 AM | Permalink | Comments (0)

What's another tip to get on a talk show? Get the producer's contact information! One of my clients, inspirational humorist, sales trainer and author of Forget Perfect, Lisa Earl McLeod, missed out on an opportunity because she didn't gather all the producer's contact information during the initial call. She had interest from a top talk show that is no longer on the air. "I got the call while I was in an airport. The producer said, `Tell me your address and fax and I'll get back to you tonight.' I wrote up a pitch right then and wanted to get it to her right away. I gave her my web site address. She probably got all of what she needed from there, which was a mistake on my part. She was so excited at that moment, but then she never called back!

I had gotten her direct number, but didn't have her address or fax number. I would have over-nighted a package to her with five different ideas. I let it get away from me because I wasn't sure what to do." Get the producer's direct dial, fax number, cell phone, everything. Opportunities like this are often never repeated. Timing and timeliness are two key factors to keep in mind at all times. Sometimes time dictates the final outcome in that the person who responds first gets the gig. For more great tips on how to make sure that you're the one being interviewed on a TV talk show, read "Secrets to Get TV Talk Show Hosts to Book You As Their Guest."

Posted by Dan at 01:53 PM | Permalink | Comments (0)

What's another tip to get on a talk show? Get the producer's contact information! One of my clients, inspirational humorist, sales trainer and author of Forget Perfect, Lisa Earl McLeod, missed out on an opportunity because she didn't gather all the producer's contact information during the initial call. She had interest from a top talk show that is no longer on the air. "I got the call while I was in an airport. The producer said, `Tell me your address and fax and I'll get back to you tonight.' I wrote up a pitch right then and wanted to get it to her right away. I gave her my web site address. She probably got all of what she needed from there, which was a mistake on my part. She was so excited at that moment, but then she never called back!

I had gotten her direct number, but didn't have her address or fax number. I would have over-nighted a package to her with five different ideas. I let it get away from me because I wasn't sure what to do." Get the producer's direct dial, fax number, cell phone, everything. Opportunities like this are often never repeated. Timing and timeliness are two key factors to keep in mind at all times. Sometimes time dictates the final outcome in that the person who responds first gets the gig.

For more great tips on how to make sure that you're the one being interviewed on a TV talk show, read "Secrets to Get TV Talk Show Hosts to Book You As Their Guest."

Posted by Dan at 01:53 PM | Permalink | Comments (0)

One place that many people tend not to think about when trying to publish their stories is in columns. People tend to try to get in major sections of newspapers or journals and try to get big stories published but they do not think about columns.

Now that's a frequently overlooked place to get your messages across. Many times, columns that work well are those that position the leader of your organization as taking a leadership role or stand on a civic issue. So if there's an issue in your community that relates to business, and which someone in your organization is, or can, take a stand, that's a great opportunity.

You can find much more information about this in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 01:13 PM | Permalink | Comments (0)

When you have an interview with the media you want to be prepared, not just for the questions, but for them in general, that means your office too.
If you're doing an in-person interview in your office, remove anything you do not want the reporter to see. That includes confidential reports, papers piled on your desk and other materials they might ask about. Many reporters have developed the skill of reading upside down. So put sensitive materials out of harm's way.

Also, expect random questions, like, "What is that strange looking thing on your credenza? Is it a piece of artwork?"

At in-person interviews, reporters are always on the lookout for "color." They will pay attention to detail and inventory the room, look at the walls, check out the furniture and keep their eyes open for things that might give them a clue about your hobbies or personal life. If they ask, share this information with them if it isn't sensitive. If it is, get rid of whatever it is
that you don't want to talk about. That includes books on your bookshelf.

Learn more about how to prepare for a reporter in person interview by reading Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 11:40 AM | Permalink | Comments (0)

Newspaper photos are going to be different from magazine photos, so before you try and get your photos published, know what the media is looking for.

Your publicity art for newspapers should have strong contrast, since a lot of its sharpness will be lost when it is transferred to newsprint. And since newspaper columns are narrow, your pictures should be shot in a vertical format so they can be reduced to fit one column, if necessary. You can include some horizontal shots as well, in case the editor really likes your art and decides to run a shot across several columns, but the vertical shot is the basic one.

If you're submitting photos to magazines, ask the editors you work with whether they prefer vertical or horizontal shots.

Whether you're submitting them to newspapers or magazines, your photos must have a glossy surface. Photos with matte (textured or rough) surfaces won't reproduce well.

Don't write on the back of a photo. The pressure of your pencil or pen can cause indentations in the surface of the shot that will show up in reproduction. Write or type any necessary information on a label, and then attach it to the back of the art. Never use paper clips on photos because they, too, can cause indentations.

For great ideas and tips on how to take and make your photos exactly what the newspaper or magazine of choice is looking for, and thus more likely to be published, see David R. Yale's "How To Get Publicity Photos In Newspapers, Magazines, And On TV"

Posted by Dan at 07:27 AM | Permalink | Comments (0)

The media love tip sheets and briefs because so many readers have such short attention spans. We sit in front of the television with our remote control and we just surf like crazy. We're going from one channel to the next. Briefs can be read quickly. For you, they're wonderful because they're so easy to write. Unlike many other things that you send to newspapers and magazines, you can send briefs without a cover letter explaining what it is. You simply send it in, and you can do that by snail-mail. You can fax it, or you can even email it.

Briefs are a great way to promote your product, particularly if you're giving away free advice that ties into your product or service. That's one of the secrets of getting briefs to work for you. Keep it brief, pack it with free advice and free tips that tie into your product or service, even if it isn't a direct promotion for whatever it is you're trying to sell. Editors might sometimes include in the brief a reference to where people can buy the product, or how they can contact you. They might even include a website or phone number. Sometimes that's all you need to get people calling you. For more great tips and ideas, read Briefs, Fillers and Quizzes: How To Write Them and Why Editors LOVE Them

Posted by Dan at 01:26 PM | Permalink | Comments (0)

The most basic question to ask about follow-up is should you? My general rule is call everybody and follow up, because one of the things I love to say is, "First one to the phone wins" And your follow-up call may be the very call that gets you a story, because maybe the reporter needs someone to fill a deadline or needs you as the resource that is so important right at that moment.

I wouldn't follow up on things that announce a new employee, or that announce a new project even, or even sometimes an award you won. Where I'd put those is in what we would call the "movers and shakers," or "the people on the move" column in your local business journal, or in your local daily newspaper. They have a great business section that often highlights what I call the "brag" column. Those are great publicity pieces for those particular columns and are really excellent for getting your word out. However, to follow that up, and to say, "Oh, will you be putting it in?" or to think you're going to get a big story, because you've got a new employee, will not happen. For more great tips and ideas on how to follow-up, read "Failproof Ways to Follow Up After Sending a News Release or Pitch Letter."
http://101publicrelations.com/failprooffollowup.html?utm_source=prideas&utm_content=fail-proof_follow-up

Posted by Dan at 07:46 AM | Permalink | Comments (0)

Writing letters to the editor can be a great tool. When you are writing letters to the editor you have to know what they are looking for.

When you're thinking of writing a letter, I would strongly encourage you to find out what the guidelines are for letters to the editor for the publications that you want to write for. Many publications have very different guidelines. Here in Milwaukee, for example, the Milwaukee Journal Sentinel wants letters of no more than 250 words. Other publications might take letters that are longer. Look on the editorial page for the little box that gives the guidelines on what they want for letters to the editor. They will also tell you how to submit them. If you're writing a letter on a very timely topic and you'd like to see that letter printed in a day or two, go ahead and email it, and usually that little guidelines box will give you the email address of the letters editor, the person who accepts and views those letters for publication.

You can find so much great information on this topic in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 07:16 AM | Permalink | Comments (0)

A major way to deal with fierce wolf reporters is to have the right approach. You cannot approach them nervously, you have to face them equally.

Most people think of wolves as fierce and hungry and willing to tear you apart to get what they want. However, factually, the best way to deal with a wolf is to make them think you're a wolf too-perhaps a friendly wolf, perhaps unfriendly, but most importantly, that you're not prey. I think most reporters can become wolves under the right circumstances, but maybe 10 percent of them are more naturally lupine than others.

Sometimes when people are being interviewed by reporters who they think are nice and kind and gentle, they can get tricked by that. Sometimes reporters can come off looking kind and gentle. And then they'll throw you a question that comes out of left field, and they can really catch you off guard.

You need to come across as an equal to them, not just as someone that they can take advantage of.

You can find out more about how not to be prey in How to Keep the Media Wolves at Bay.
http://101publicrelations.com/mediawolves.html?utm_source=prideas&utm_content=media_wolves

Posted by Dan at 01:32 PM | Permalink | Comments (0)

The key to creating a successful crisis communications plan is intra-company communication.

In a way, building a crisis communications plan for a smaller firm is akin to creating one for your family - everyone plays an important role on the team to ensure the survival of all the members.

If you manage communications or are tasked with setting up a crisis management plan for a company, you would need to set up meetings with all of the managers and stakeholders for the purpose of discovering what could possibly go awry in each of their areas. You may have multiple sites with various business functions to consider. In order to respect the time of the people you will interview, before embarking on this process you will want to have some structure.

Crisis Communication Planning: Organizing and Completing a Plan That Works provides techniques that can help companies craft successful crisis communication plans.
http://101publicrelations.com/crisis-communication.html?utm_source=prideas&utm_content=crisis_communications

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

As with most journalism, business journalism is about people. Look for people in your organization who are doing something interesting. One of the failures, in fact, of daily business sections is that they focus too much on the numbers and not enough on the people. Business journals-because they have such a huge news hole, and because they are oriented to telling the story of the business of business-create tremendous opportunities for CEO profiles, profiles of chief technology officers, people who've invented new products, vice presidents who have had success in starting new divisions. Business journals are hungry for these kinds of stories, and those are a tremendous opportunity.

You can find more helpful information about get publicity through business journals in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 01:57 PM | Permalink | Comments (0)

Get in favor with your reporter and make sure your story is correct by giving them all you've got.

If a reporter asks:
"May I have your home telephone number in case I need to call you to verify anything in this story?"

Give them the number. If your number is unlisted and you feel you can trust the reporter not to give it out to anyone, do so. If you don't trust the reporter, then tell them it is unlisted. But offer to call back at a certain time to make sure any questions are answered.

"May I call you later to fact-check the story and read your quotes back to you?"

Hallelujah! Chances are good that this is an experienced reporter who truly cares about accuracy. Your answer should be an enthusiastic "Yes!" In fact, offer your home, cell and beeper numbers if you have them. Always make it easy for reporters to find you.

"Do you have a photo of yourself that we can use for the story?"

Keep a wallet-size black and white or color photograph, taken by a professional photographer, on file. If you don't have one, the newspaper photographer might catch you on a bad hair day, or when you've only had 4 hours sleep the night before and are not looking your best.

For more advice on what to allow, give, and withhold from a reporter, read Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 01:44 PM | Permalink | Comments (0)

There are many different ways to write a pitch letter. The following format works well.

First paragraph-Let the media know you are familiar with what they do and that you have an idea that's a good fit with their format or programming. Mention, for example, that you know that reporter Jim Smith frequently writes about entrepreneurial companies and that you fit the profile of the types of companies he has featured. Or simply compliment the media outlet on a certain story you have read that you liked-preferably something that ties into your story idea.

Second paragraph-Present your idea and explain who, what, when, where, why and how. Provide enough information for them to know what the story is about, but don't bog down the letter with extraneous details. If you can cite a statistic that will help explain why their audience would care about your idea, by all means do so. This is also the place to suggest a name and telephone number of another source who they can talk to, if appropriate.

Third paragraph-Suggest ideas for graphic elements. What can they photograph? Is there a colorful event where TV crews can film footage? Can you offer statistics for a bar chart or pie chart that will make it easy for readers to understand the story? If you already have a chart or other graphic that illustrates your idea, you may send it along with your letter.

Fourth paragraph-Tell them how to contact you. Offer your work, home, cell phone and beeper numbers and the best times to reach you. Finally, tell them you will follow up in several days to see if you can provide more information or answer questions.

In order to learn more about writing a pitch letter the right way see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 01:32 PM | Permalink | Comments (0)

A great way to get publicity for yourself as a professional speaker or trainer is to make strategic media allies. The following are some ways to do so:

Syndicated columnists can be found in "Editor & Publisher's Directory of Syndicated Services" which can be purchased for $8.50 by calling 888-612-7095 or by visiting http://www.editorandpublisher.com/store/syndicat.htm
Call local radio and TV talk show hosts and invite them to call on you when other guests cancel. They will be thankful you offered.

Contact your trade association and ask them to refer reporters to you. Many reporters who don't know where to find sources start by calling trade associations.

For more tips on how to make strategic allies, and better publicize yourself as a professional speaker see Special Report #21 "67 Clever Publicity Tips for Professional Speakers and Trainers."

Posted by Dan at 08:47 AM | Permalink | Comments (0)

How can you make sure that a reporter uses your name? Is it even important? I will often ask them, "Listen, are you going to put a sidebar in?" The sidebar is where they actually put your product name and how to contact you. I'll ask those things. It is fair to ask, "Will you be mentioning the product? Will you be giving contact information?" That should give you some kind of clue as to what they actually intend to do.

If they don't intend to do it or they say, "No, we can't really mention your product," well then, it's still publicity and you still use it in your package, because they have used your brand. For more information and tips on follow ups and free publicity, read "Failproof Ways to Follow Up After Sending a News Release or Pitch Letter."
http://101publicrelations.com/failprooffollowup.html?utm_source=prideas&utm_content=fail-proof_follow-up

Posted by Dan at 01:06 PM | Permalink | Comments (0)

Local reporters will always want to have a local angle on national events. Help them out by anticipating stories tied to seasons, annual educational events, and major national events and reports. Faculty are often excellent sources for “the big story” because they have the credibility and expertise to comment on events and issues related to their areas of expertise.

Faculty are also good sources of consumer advice stories. They are often looking for stories of how to pay for college, what careers are hot, and how to prepare freshmen for entry into college.

Media, particularly national media, want to report on what many colleges are doing, not just what one is doing. And just because a university has a “one and only” does not mean the media will write about it.

One way to publicize a small college in bigger media outlets is to research and report on how three or four other institutions are handling the same situation.

For more information on how you rlocal angle can tie nationally to get you publicity see Special Report #15 “15 Steps to Effective University and College Media Relations”

Posted by Dan at 01:33 PM | Permalink | Comments (0)

Here's a great blogging tip. The key to success is to build your blog a strategy. A strategy for a blog starts with the message that you want to convey through your blog and how you want it to position you. Once you've decided your strategy, the tactics of how you can best communicate that strategy will naturally flow from that decision. And that's where the element of blogging style comes in.
One of the problems with many of the corporate blogs that I have seen is that they are boring. I look at them and think "Who in the world is ever going to read this?" And one of the challenges that flows from that situation is, since no one reading your blog, you get no return and it becomes a burden to write. And then all those other issues start to show their ugly heads. So that's the reason I wanted to start with your blog's strategy and style because oftentimes the selection and implementation of a good style is what makes it easier to be able to find time to blog and to convince your boss to allow you to do it. For more great tips on how to use blogs for publicity, read "Business Blogging Results."
http://101publicrelations.com/bloggingresults.html?utm_source=prideas&utm_content=business_blogging_results

Posted by Dan at 07:02 AM | Permalink | Comments (0)

There are some extra things you can do when writing your special reports to get the most out of them. Some examples include:

 Create two text files for your special report. The first file should include the document exactly as you will print it, including italics, boldface and a larger headline for the title. The second document should be a second text file in ASCII format so you can send it to editors if you are offering it as an article. This will save them time because they won't have to edit your boldface, italics and other emphasizing devices.

 Make sure you have fliers explaining your other services and products, and stuff several fliers into the envelope along with your special report. I also include in the envelope the flier listing all my special reports, in case customers want to buy more. It's a handy Fax-Back form and it's at the end of this report. Feel free to copy the format for your own use.

 Use a type size of from 10 to 12 points.

 You needn't worry about a cover. Just be sure all your contact information is at the top of the first page.

To get a complete list of all the extras, as well as other useful information about special reports, see Special Report #19, "How to Write and Market Profitable Special Reports"

Posted by Dan at 08:19 AM | Permalink | Comments (0)

One of the first things to remember is that you can treat print and broadcast reporters very differently. That's because print media outlets often have ethics policies that dictate what reporters can and cannot accept. Broadcast reporters seldom have such policies. If you're hosting a news conference, you don't need to worry about ethics policies. The media aren't concerned either, because everyone is being treated the same. So serving snacks and soft drinks is perfectly acceptable, particularly if reporters will be driving long distances to attend. In fact, a friend of mine who works in TV says TV reporters and many radio folks routinely EXPECT free lunches, gifts of food and other freebies-and are delighted when they get them. Clever PR folks can think of creative ways to tie story pitches to a good gift, and send it to the news department at TV and radio stations, in hopes of being interviewed.

For more do's and don'ts of feeding the media, see Special Report #43, "The Do's and Don'ts of Offering Food to the Media"

Posted by Dan at 01:51 PM | Permalink | Comments (0)

Learn how to write headlines for your news release to really grab attention with the following tips:

 Because this is the most important part of the news release, the headline should be in type larger than the body copy. If the body copy is 12-point, print the headline at 14- or 18-point. Use a laser printer, not a dot-matrix printer.

 The headline you write most likely will not be printed. However, the headline flags the editor to the importance of the news release. If you are writing about an event that will occur on a specific date, it's a good idea to include that date in the headline so the editor doesn't have to search for it. (Example: Parade Kicks Off Fall Festival Parade on October 1)

 The headline should immediately convey why the news is important. Avoid promotional sounding words like "fantastic" and "unique."

For more great headline tips see Special Report #12 "52 Tips for Kick-Butt Press Releases (and Bonehead Mistakes to Avoid)"

http://101publicrelations.com/sr12.html?utm_source=prideas&utm_content=sr12

Posted by Dan at 01:57 PM | Permalink | Comments (0)

At large universities, it is not unusual for op-eds to be drafted by staff members. The person whose name appears on the piece generally reviews and edits the article and generally has provided information for the piece through interviews prior to development of the piece. In general, however, most op-ed editors prefer to avoid ghostwritten pieces.

In working with faculty, the media director can be helpful in suggesting topics, narrowing a topic, editing and rewriting.

Avoid topics currently appearing on the front pages of daily newspapers. For the most part, once an issue becomes front page news, op-ed editors already have been inundated by opinion pieces on that topic. The best advice is to try to anticipate issues, or develop new angles on old issues, or both.

To learn more about how to implement an effective Op-Ed program see Special Report #15 “15 Steps to Effective University and College Media Relations”

Posted by Dan at 08:41 AM | Permalink | Comments (0)