Remember: There are no guarantees for coverage of your organization, product or service by the media – no matter how strong the relationship – These relationships help to encourage consideration of stories that are relevant to the media’s readership or viewership.
If you want guaranteed exposure … you must purchase advertising
Find out the time frame in which the media you are interested in work. Magazines, for instance, typically work several months in advance, so if you want to get a story about your business in the December issue, you may need to send your idea in June.
When considering media that can publicize your business, don't forget the "hidden" media in your community. These can include free publications for singles and seniors and women (BUZZ BOOK, DOT), for tourists, for local companies' employees, and for social or charitable organizations like the Junior League.
Creating a search engine optimized news release that incorporates keywords used by their ideal customer can be very effective. Those keywords will come in online searches and can lead the prospect to their website.
Pitchengine.com Users can incorporate embedded video, images, powerpoints and more into a hosted “microsite” that can easily be shared via the social web using apps like Facebook, Twitter and more. A dynamic blend of traditional PR and a more progressive, conversational method, the Pitch opens doors and engages readers. Those readers include not just media, but investors and consumers (friends, fans and followers) alike.
TellToledo… similar, free, local
Distributing an optimized release online helps the release become indexed by search engines, leading customers, prospects, journalists, bloggers, or other influencers to you.
Additionally, they should have a press room or news and event page as part of their website and archive their press releases there. A surprising number of visitors to a website will go to the news and events or press room to learn more about a company or organization.
Finally, they should have a fan page on Facebook and should distribute their news releases there as well. They can add the Notes application to their page and then easily upload the release. They can also search for journalists and media on Facebook and connect with them there as well.
HBA Presentation PR Adv Best Practices
Advertising & PR:
to Promote your Business
Breanna Filas – Metro Media Group
Leasa Maxx – Maxx Marketing & Design
• What is it?
▫ … attracting public attention to a product or
organization by paid announcements in print,
broadcast, or electronic media.
Identifying Your Target Market
• Who are your current clients?
• Who are your best clients?
• Who are your prospects?
(Who would you like to have as clients?)
Case in Point
• Those who choose to build green:
▫ Primary: Willing to pay premium for high ROI
45 – 54
Professionals; Incomes $65K+
Women: Mothers with eye on household budget
▫ Hard benefits vs. Soft Benefits
Set your Budget
• Before & After
• Determining Your Budget
▫ Current Sales
▫ Current Profit
▫ Sales Goals
Set your Objectives
• Increase awareness
• Promote an event
• Increase sales in the short-term
• … Be realistic!
Meet your Objectives
• How can you do this effectively?
▫ Target Market vs. Medium
▫ Compare Demographics to Cost
▫ Technical Lingo
• Play it cool
• Know your Medium
• Specials & Promotions
Execute Media Plan
• Be prepared
• Track results
• Give it time!
• What is it?
▫ Entrepreneur.com: (working with) the news or
business press to carry positive stories about
your company or your products; cultivating
good relationships with local press …
• How is it different from advertising?
▫ Free vs. Paid Placement
▫ Third-party Point-of-View
• The main tool: News Release
Start with your objectives
• Do you want to generate inquiries?
• Do you want to communicate with your clients
and prospects? Build your relationship?
• Do you want to create buzz in general?
• EPA Says Ashton Woods Homes "Leading the Nation" in Building High-Performance
• Considered a "Select Group of Builders" by EPA Director
• 10.13.2010– Ashton Woods Homes, a premiere builder of eco-friendly and energy-efficient new
homes, today announced that they had been commended by the National Director of the
Environmental Protection Agency (EPA).
Headquartered in Atlanta Georgia, Ashton Woods builds high-performance new homes in growth
communities in Houston, Atlanta, Austin, Dallas, Orlando, Phoenix, Raleigh and Tampa. Close to
jobs, shopping and transportation corridors, Ashton Woods effectively balances healthy-house
features with energy-efficiency in their Power House Green homes – which can save homeowners as
much as 45% per year on utility bills.
In an e-mail from the United States Environmental Protection Agency, in Washington, D.C., Sam
Rashkin, Director, ENERGY STAR for New Homes says, "A select group of large builders are leading
the Nation's housing industry to high-performance homes by committing to all of their divisions to
construct 100% ENERGY STAR Qualified Homes. Ashton Woods is one of those builders. Their
efforts will help provide homes that are better for our nation, our communities, and home owners
across the country."
“We are very pleased to be recognized from the Director of Energy Star representing the EPA,” said
Ralph Farrell, Senior V.P. of Operations at Ashton Woods Homes. “Over the last eight years Ashton
Woods Homes has been 100% committed to providing our customers the most energy efficient,
healthy homes in our markets. We appreciate being recognized in doing so, but we are most proud
that we do it because it is the right thing to do,’” added Mr. Farrell.
During the past eight years, Ashton Woods Homes has demonstrated its commitment to providing
green, energy efficient homes. With more buyers each year purchasing high-performance, energy-
efficient homes, Ashton Woods continues to provide state-of-the-art features and benefits to its
buyers in each of its new homes. Visit www.ashtonwoods.com/powerhouse to learn more.
About ENERGY STAR
ENERGY STAR was introduced by the U.S. Environmental Protection Agency in 1992 as a voluntary
market-based partnership to reduce greenhouse gas emissions through increased energy efficiency.
Today, ENERGY STAR offers businesses and consumers energy-efficient solutions to save energy,
money and help protect the environment for future generations. More than 12,000 organizations are
ENERGY STAR partners committed to improving the energy efficiency of products, homes, buildings
and businesses. For more information about ENERGY STAR, visit www.energystar.gov or call toll-
free 1-888-STAR-YES (1-888-782-7937).
About Ashton Woods Homes
Ashton Woods Homes is a subsidiary of the Great Gulf Group- a fully-integrated collection of
companies that spans the entire real estate spectrum in North America – from land acquisition and
development to the design and construction of master planned communities. For more than 40 years,
Ashton Woods has built a solid reputation for building comfortable, energy-efficient, high-
performance homes and is the winner in Overall Quality in the 2009 J.D. Power Survey for New-
Home Builder Customer Satisfaction Ranking and is honored with the most coveted local, regional
and national awards. For more information, visit www.ashtonwoodshomes.com.
Contact: Tad Serbin
Ashton Woods Homes
Phone: 770-998-9663 | Email: firstname.lastname@example.org
• Getting coverage
▫ Get to know the media covering your industry.
▫ Social media can help. (Facebook, Twitter)
▫ Read and listen to their stories.
▫ Do your homework and make sure your pitch is
▫ Send objective news release. (Reads like an article;
Not like a sales letter.)
• Building relationships with clients & prospects
▫ Optimize your news release for the web (keywords)
▫ Distribute online via a service:
ExpertClick/News Release Wire
▫ Post it on your web site
Press Room or News & Events
Facebook Business Page
Linkedin Status Updates and Profile
• Create buzz
▫ Identify key industry bloggers (influencers, citizen
▫ Don’t jump in feet first.
▫ Read thoughtfully. Comment thoughtfully.
▫ Once there is two-way communication, you will
know the right time that the blogger will be
receptive to news release.
Execute PR Plan
• Be prepared
• Track your results
▫ # of placements
▫ # of inquiries
▫ Web site traffic
• Give it time
If we can be of assistance: