Journalists are trained and often experienced at getting information out of their subjects. Conflict and other negative situations often make the news and journalists often have a knack for taking a positive situation and twisting it into something else in order to make it more "sell"-able as news.It's a common scenario. The media calls after your organisation has put out a news release on the latest groundbreaking achievements.You've done the hard work in preparing your media message, spending time honing... Read More
In the 'Age of Scepticism' gaining media coverage is one way of cutting through the ever increasing noise to get your message across.Research shows the average consumer receives between 1500 and 3000 marketing messages a day.Editorial generated by media coverage is more credible than advertising and can help cut through the clutter.It can also help build your reputation.But how do you get media coverage?Here are 10 tips for harnessing the marketing power of the media.1. Know Your Strengths.What are you... Read More
I am often asked by clients to target USA Today for media coverage, and with good reason: USA Today coverage can have a significant impact on businesses and organizations. Here's why:1. Circulation of USA Today: USA Today is the largest U.S. daily newspaper, with a Monday through Thursday circulation of over two million, and a Friday circulation of 2.7 million.2. Additional Media Coverage Resulting from a Story in USA Today: Many media outlets -- TV in particular -- follow USA... Read More
In these days of every increasing demand and competition, there is a considerable choice available to the cautious consumer. People have the choice of various types of media, if they are looking to shop for any particular product.Looking at the various types of media, we realise just how large the choices are for anyone venturing into buying or selling something. At the same time, there is the factor of convenience. It wasn't so long ago, when the customer either went... Read More
No comment. These are probably the two most damaging words in the English language to the reputation of a professional, business or organization. While positive publicity is always wanted, what happens when bad publicity comes your way?One day damage control is bound to be necessary. It might be a lawsuit. Maybe an accident at your place of business. Or perhaps a labor dispute. Want it or not, a crisis will bring the media to you and thrust you into the... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled" her. Google, with its amazing alacrity, turned up several documents in less than a second.It turned up a paper she had written for a medical journal. It displayed her dissertation. Iteven showed me an article she had written for her college newspaper.A lot of our personal information is on the web. It's a legitimate concern.So it was understandable when a CEO became irate when a snarky website published all of... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.Robert Novak's meltdown on CNN's Inside Politics was predictable, perhaps. After all, he's spent the past two years fending off growing public criticism for his role in the Valerie Plame leak investigation and has watched helplessly from the sidelines as his media brethren have turned an increasingly scornful eye at his silence. If there's one thing "old school" reporters like Mr. Novak can't stand, it's being part of... Read More
Have you ever gotten one of those letters from your local property tax appraiser, informing you that your tax bill is going up about 20 percent?I got one of those recently, so I took it to my friend Joe Gross in San Antonio. He appeals property tax assessments for a living."Man," he said. "I've never seen assessments shoot up like they have this year."My "news antennae" shot up. Then when he showed me his new web site, which gave property... Read More
If you get the hang of speaking to the press and you can establish a few good relationships, their contacts and outreach can be extremely beneficial to the marketing of your organization.If you've never spoken to the press before ? it can be an intimidating task. Let us be the ones to tell you from experience that reporters are far too busy to help ease your anxiety, or extract the highlights of a story from you, before determining whether or... Read More
Have you ever noticed that in communities without big universities, high school sports take on an even bigger importance?That's what it's like where I live.But like everywhere else in the country, our high school sports are always looking for ways to make a few extra bucks. Enter the high school baseball sponsorship program.For a nominal fee (really nominal) businesses can display a banner around the baseball field for the season.To me, this is a perfect example of a win-win situation... Read More
If your reading this, you must be online and most likely have a website. You must also be interested in making money from this website, but there is only one way you can do that- traffic and lots of it.You may have done those calculations in your head, which you use to try and justify getting really cheap, ineffective traffic by the bucketful. You might have signed up for those "guaranteed traffic" scams by thinking that "if only ¼% bought,... Read More
If you have had any experience in public relations or marketing, you probably know how well press releases can work. There are many, many companies who have increased sales by 100%-300% in a matter of months simply through using press releases.Most people don't know how to write them, distribute them, or use them to their advantage in general. I'm not going to describe how to write them in this article, that's for another day. However, I will outline the plan... Read More
Getting a press release published in a newspaper or magazines can be one of the best ways to publicize your business. First, though, you need a good story ? and that can be the hard part.Here's a basic rule of public relations for you, though: if you don't have a good news story to tell, you create one. Here's how to do it:1. Throw a Launch PartyIt doesn't matter if your business is a few months old, or just newly... Read More
How you answer questions depends on many factors. Example what type of situation is it. Are you working with your colleague or talking with your boss. Are you doing an interview with the media or announcing a breakthrough with your business.Most people have told me that they worry the most when it is the media, because embarrassing or damaging answers could end up on public display. However, the reality is the most reporters are not out to get people, they... Read More
Prior to a TV interview it is guaranteed the journalist involved will spend time preparing, writing down questions or goals for the interview either quickly or more in-depth as well as conducting some background research. As the interview subject it is important to undergo a similar preparation process to make the most out of your media opportunity. By asking your own question you are able to perform at your best and be prepared for the interview.Here are 10 questions you... Read More
Promotion for Professional Services Providers requires a different approach than for other types of business people. Here's why:* People buy professional services based on reputation, credibility and knowledge* Advertising works for products, especially ones that can be described; professional services are intangible and the selling points are based on the provider of service* Professionals must differentiate themselves by creating niches and through PR activities that create strong reputations, build credibility and showcase knowledgeLow-Cost, No Cost PR strategies you can use... Read More
So you have spent hours and hours writing, shaping and crafting your media message. You've worked on setting your objectives, identifying your target audience and working out how to reach them. Your release is well structured and packaged, leaving just writing the head-line remaining.Unfortunately with little time remaining you hastily put together the headline and send out the release but fail to hear from any interested journalists.Why? A poorly written headline will fail to attract the attention of a reporter,... Read More
The media has the power to shape public opinion and change perceptions. Every day millions of people around the world consume at least one form of the media, whether voluntary or involuntary.But why is the media so powerful?Is the media simply a mirror to the world? Or is the media all powerful and capable of brainwashing the masses to radically alter their behaviour, values and beliefs?This question is central if you want to harness the power of the media to... Read More
What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?The media receives literally hundreds of media releases a day, many which are instantly disregarded. Why? A number of factors contribute to the demise of a media release, one key aspect however that contributes to a well written and published releases is... Read More
Photographs are essential for getting good publicity in the print media, especially magazines, newspapers, internal newsletters and even websites. Taking effective photographs often requires patience and practice but is a valuable skill to acquire.A newsworthy or unusual photograph can really add to a story and enhance your message. Often a story may be run purely because it has a great photograph or a front page photograph will have it's accompanying story a few pages back.Good media relations practitioners should always... Read More
