is synonymous with the word trust. Marketers have proven over time, trust
can be built from repetition and through recommendations from trusted
second and third party agents. For example, people are greatly influenced
by things they read, see, and hear on newspapers, magazines, and on television.
The marketing message carries power because people know(assume) that what
they heard or saw was not influenced by paid advertising.
the general goal of a public relations department? The main objective
of a PR department is to establish mutually beneficial relationships
between organizations and the public. It is PR professional's job to
create substantial reasons for journalists to believe that the products
or services are worth writing about. This raises another question. What
do columnists consider newsworthy?
to publications or corporate news outlets that you just launched or
changed your web site has not been newsworthy since 1995. Unless, of
course your web site added a section that sells flying cars. The point
is, if you're an entrepreneurial organization, you may need to work
with a keen and marketing mindset to get quality publicity. Publicly
traded companies can make routine changes and still draw interest from
corporate news centers. In most cases you will be able to evaluate whether
or not your news is newsworthy by finding something that is unique to
the industry and marketplace. It should be a compelling story that describes
benefits. If you can't come up with something along these lines it is
not worth the your time to write or send it.
news story has a good hook with human interest, local pride, or a celebrity
spin on it. It can also be humorous, exciting, or have irony. Here are
some possible hooks for online entrepreneurs:
on findings from a survey
what size your organization is, you can take advantage of this marketing
activity. Here are some guidelines you can use to build your own epublicity
a media contact list
an effective news release
the first things you need to understand is the relationship between
publicists and journalists. Theoretically, it is a mutually beneficial
scenario, upon which they both can utilize each other to provide the
public with the most up-to-date information possible. However, when
it comes to power, journalists have the bulk of it because they hold
if a journalist calls a publicist for information, they expect them
to drop everything and serve their needs. Unfortunately, this does not
always hold true when a publicist needs help from a journalist.
are always looking for "hot topic" stories and most of them
don't mind if they ruffle a few feathers to get one. One hint; don't
ever say anything to press, if you don't want it printed. "Off
the record" is a distant memory.
mentioned earlier that you must have a plan before you can execute an
effective publicity campaign. It is critical to the formation of your
plan that you have a strong knowledge of your audience.
stage of your plan is identifying who will be visiting and using your
company's web site. Also, you need to find out what other online and
offline mediums your audience uses. After investigation and research
you might consider utilizing more than just Internet related means to
reach your audience. For example, if some of your potential customers
sell accounting and tax services. You probably would get better results
to reach this type of customer by publicizing your site to an accounting
magazine rather than web marketing web site like Clickz.com.
important step after you find appropriate publications, is to locate
a journalist who would be interested in writing about your company's
story. If you would like to be labeled as an amateur then send a press
kit to every editor on the list you find. Obviously, news organizations
are like any other, they are internally specialized. It is wise to read
through the publication or site you are targeting so you can cater your
message to fit their needs of the right person.
to help you in your PR efforts is to develop relationships with writers
before you distribute your press releases. As you get to know them,
they will give you insights regarding their preferences and interests.
that may be helpful for you to know as you deal with the press is the
Non-Disclosure Agreement (NDA), commonly known as embargo. Theoretically,
it means that the information you sent to the journalist will not be
published until a specified date. Most journalists will keep within
the parameters you set, however there are a few of those that are exemptions
to this rule.
A MEDIA CONTACT LIST
make themselves available through e-mail. As you read articles about
important topics in your industry, you will need to keep a database
of e-mail addresses you find in their bylines or bios.
Time (Most editors have various amounts of times to finish a story)
buy a media list, but there is a good chance that list has been used
and spammed. Experts suggest that it is more important to have a few
good contacts than a lot of bad ones. In other words, it would be better
to send 50 e-mails to people who are interested in receiving your message
than 200 e-mails that will ultimately be sent to the trash.
you might consider is outsourcing a professional public relations firm.
Since they already have a lot of connections and relationships in the
industry it could help you get a jump-start in promoting your company.
However, you need to do some research on the company before you hire
them. Here are some companies you might want to consider: www.pressreleasenetwork.com
might be beneficial for you to research some media directories. They
charge a small fee but the current information they provide regarding
journalists and publications is well worth the small sum. The most popular
media directory is located out of Boston they can be found at www.medimap.com.