Aspectx, a marketing and communications firm, presented evidence and understanding around why "the press release is not dead," in a September 2012 presentation.

1. “The Press Release is Not Dead”
Dawn Yankeelov, Founder
Aspectx
www.aspectx.com
Dawny@aspectx.com
@dawnyaspectx

2. Getting the Word Out
 Four Basic Food Groups
 PR
 Marketing
 Advertising
 Sales

3. Public Relations
 Useful in a Call to Action
 Building a Brand
 Expert Status
 Launch of Product or Service
 Event Planning
 Trade Shows, Seminars
 Media Relations
 Incentive Programs
•The art of
communicating with
specific groups to inform
and educate effectively to
create a positive opinion.
. Direct: 502-292-2351 . Cell: 502-548-1304 . @dawnyaspectx

4. Marketing
 ASPectx believes that solid
marketing plans begin with
defining your target audiences
and reviewing sales objectives.
 Research aka Competitive
Intelligence.
 Strategic Planning.
 Tactics.
 Execution.
Defined activities
designed to
support specific
strategy for an
organization or
corporation with
purposeful tactics
to produce tangible
results
. Direct: 502-292-2351 . Cell: 502-548-1304 . @dawnyaspectx

5. Advertising
 Talk one-to-many and be
persistent in key media of
interest to your target
 Mobile Apps to Newspaper ads
 Facebook Ads to Billboards
 Radio and TV
 Online sponsorships, targeted
email
Advertising is the
nonpersonal, paid
communication of
information. It is
persuasive in
nature, referring to
products, services
or ideas by
identified sponsors
. Direct: 502-292-2351 . Cell: 502-548-1304 . dawny@aspectx.com

6. Sales
 Usually involving interpersonal
exchanges to convince or sway for a
final purchase
To Get to Closing: Personal
relationships (PR) and/or a combo
plate of PR, Marketing, and
Advertising activities
Activities
involved in
selling goods or
services
. Direct: 502-292-2351 . Cell: 502-548-1304 . dawny@aspectx.com

7. Timing of Initiatives
 “That Depends.” Tell Me More.
 Answer basic questions:
 Target Market
 How Does This Target Market Receive Info
 Uniqueness or Value of What You Are Selling
 What Business Phase are You In?
 Startup New Product Rebranding

8. The Press Release is Not Dead
 Content is King—Could be a Pic; Could be Video
 Think of a press release as a piece of content.
 A blog entry
 Pressroom
 Article ….Emarketing….Newsletter (yours or someone else’s)
 Testimonial/Case Study
 Video testimonial
 How-To Information
 Forums
 Social Media Posts

9. Content Form Matters
 Wire Services Give You a Quick Hit for SEO
 PR Web
 MarketWire
 PR Newswire
 Business Wire

10. “A Picture is Worth a Thousand
Words”
 Growth of visual content going up over last 12 months
• Photos are liked 200% more than text updates
• Videos are shared 1,200% more than links and text posts
combined
 Video
• In 2016, video will be responsible for 70% of
mobile data traffic
 Infographics show complex info in a
simple, visual format
• Compiled statistics and graphs, charts have high value in
web content
 http://www.jeffbullas.com/2012/08/27/the-facts-and-figures-
about-the-power-of-visual-content-infographic/

11. Where to Target: Pay to
Play or Look for Opps
•Mobile APP Review Sites—
HMMMM…
“iOS developer Andrew Smith
has accused several mobile sites
of demanding money in
exchange for timely reviews. A
number of outlets are allegedly
demanding anywhere between
$5 and $150 for the privilege of
their summaries.
Smith has decided to create an
ever-updating list of sites that
engage in this practice. So far
he's made a note of
AppCraver, Tapscape, Best
10 Apps, The iPhone App
Review, iPhone Toolbox,
and iPhone Footprint.
Each one has a different method
of soliciting money from
developers. ”—Aug. 30, 2012,
Destructiod

12. “ I Want to be in Mashable”
 What does your management team look like?
 How much have you raised?
 Does the product work/is it stable? Are you out of
beta development?
 Can we show more than one case study of an ROI?
 Is anyone big really using your software?
One Possible Strategy: Infographic approach.

13. “Email is Dead; Long Live Email”
 Emarketing Still Works
 Rev Up Your Business Card Stack
 ExactTarget.com Pingg.com
 ConstantContact.com LinkedIn – Recommendations,
Groups
 Evite.com Groupon
Search and email remain the two online activities that are nearly
universal among adult internet users, as 92% of online adults
use search engines to find information on the Web, and a
similar number (92%) use email.

14. Get Focused: Ask Questions
 Focus Groups—Live
 Video Discussion Groups—Google Hangouts
 Skype, Ooo Voo etc … for Key Customer Gatherings
 FreeConferenceCall.com (records all the dialogue/intl.
possibilities)
 Online Surveys— Surveymonkey.com FREE
 FB Fan Page—Dialogue and Incentivize
 Linked In Groups
 Pinterest (only 7% of retailers in)

15. All-Time Best Aspectx PR Campaign
 2002 – Kentucky’s Tax Amnesty Campaign. $20 Mil
Goal. $100 Mil Raised. Most activities took place in 90
days.
 Startups That Became Multi-Nationals That Used
Aspectx: Genscape; Brox (Germany); Intellon (home
and commercial automation)

16. Buzz Words to Know
 Reputation Management, Ethics, Corporate
Responsibility
 PR Measurement--Reach
 Sentiment Analysis
 Crisis Communications
 Hyper Local Communities…i.e. Patch.com
 Mobile Engagement
 Shoppers referred by Pinterest are 10% more likely to make a
purchase than visitors who arrive from other social networks,
including Facebook and Twitter.

17. Trust Produces Growth
 In today’s climate of skepticism and uncontrolled
media, use image and trust to achieve strategic growth
 Keys to success:
 Systematically manage real, perceived, or potential
brand issues
 Empower others to speak of the brand’s value
 Make emotional connections with stakeholders

18. Know Your Changing Markets
 US Census Bureau, American Community Survey,
http://www.census.gov/acs/www/
 US Census Bureau, County Business Patterns,
http://www.census.gov/econ/cbp/
 Bureau of Economic Analysis’ Regional Economic Accounts,
http://www.bea.gov/regional/
 Bureau of Labor Statistics, http://www.bls.gov/
 American City Business Journals, http://www.bizjournals.com/
 Tweetdeck, http://www.tweetdeck.com/desktop/ (acquired by Twitter,
personal real-time browser
 Hootsuite, http://hootsuite.com/ (social media dashboard)
 US Postal Service, Every Door Direct Mail, http://www.uspseverydoor.com/
 Invisible Hand, http://www.getinvisiblehand.com/ (web browser plug-in for
shopping lowest price)
 Bing Price Predictor, http://www.bing.com/travel/ (predicts airfare pricing)
 Change.org, (start petitions that make a difference)

19. Contact Info
 Aspectx
 www.aspectx.com
 FB, Twitter, Linked In, Xing, Slideshare
 dawny@aspectx.com
 @dawnyaspectx
 502-292-2351/Cell: 502-548-1304
 Skype: dawny1962
 As a Journalist: Networld Alliance, Lane Report, etc…