The document provides guidance on effectively promoting a business through digital, social, and internet marketing. It emphasizes the importance of a marketing plan that includes a publicity section and editorial calendar. It also stresses differentiating the business and engaging audiences emotionally. The document reviews types of promotional strategies and outlines goals of public relations. It discusses best practices for social media news releases, writing engaging content, and working with journalists.
Research-Backed Methods for Creating Highly-Engaging ContentFractl
See Fractl's data-informed process for creating content marketing campaigns that attract massive media attention and social sharing. Presented by our Associate Marketing Director Kerry Jones at Attachmedia's A4 Advanced Analytics & Advertising conference in Lima, Peru.
Research-Backed Methods for Creating Highly-Engaging ContentFractl
See Fractl's data-informed process for creating content marketing campaigns that attract massive media attention and social sharing. Presented by our Associate Marketing Director Kerry Jones at Attachmedia's A4 Advanced Analytics & Advertising conference in Lima, Peru.
119 Book Marketing Ideas That Can Help Authors Increase SalesBookBub
There’s a wide array of tactics you can use to amplify a book's exposure & reach more readers. Check out these 119 book marketing ideas for inspiration! See the full post here: http://insights.bookbub.com/book-marketing-ideas
Social media is not optional. It's been proven to increase website visitors, to help convert more leads and to drive more customers. But do you know how to best navigate the social media landscape? Who to target, and which networks are best for your audience?
This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification
Social Media for Solopreneurs and Small BusinessesJaclyn Mullen
In this presentation, Jaclyn Mullen Media walks you through the very basics you need to regain control of your social networking so that your efforts can be managed in the proper amount of time while also being measurable and successful.
Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Medi...Sports and Social Change
The core of this session is mastering communication with your target audience, through "Earned Media" (traditional news and lifestyle channels) and "Owned Media" (internal tools, such as newsletters, blogs and social media). We explore how to create news-worthy content and events, drafting a press release, building a targeted media list and how to outreach to journalists, identifying the best social media channels for your brand (i.e. – Facebook / Twitter / YouTube / Pintrest / Linkedin / Quora) and developing an internal content strategy.
The mononews e-Guide to the Lifestyle Press Release* provides a comprehensive summary, with clear and actionable steps, to produce the best possible lifestyle press release for today’s environment
7 Core Elements to Building a Powerful and Engaged Audience for Your BookKimberley Grabas
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Part 1 - Making Social Media a Business AssetJoel Arndt
Making Social Media a Business Asset will train you how to delve into social media as a small business owner and give your social media presence a positive Impact on your business.
This is Part 1 of 3. In this presentation we cover:
- What is Social Media?
- Why Social media?
- How to sign up for Facebook, Twitter, LInkedIn, Instagram and Pinterest.
- How to post content on Facebook, Twitter, LinkedIn, Instagram and Pinterest.
- The business value of social Media.
- Keys to social media success.
Part 2 continues with explaining how to link your website to your social media accounts.
This presentation was created as a live presentation. Some of the slides may not seem to have proper explanation. If you have any questions, please email me: joel at openskycopy dot com.
Planning a content marketing strategy for 2014 - from a workshop hosted by 451 Marketing's Francis Skipper on 12.13.2013 at Westin Copley Place in Boston.
It’s important to know how to measure your business success.
If you want to stand above the competition, follow these ideas for a great social media plan.
The key to successful is creating content that your customers wants to read.
In a time-challenged world dominated by short and snappy, click-bait headlines, Twitter streams, Instagram feeds, gifs, video, Snapchat, YOLO, LOL and #tbt...does writing seem useless and ordinary? And what if you’re not a writer?
Actually, writing matters more now, not less. And in our content-driven world, we are all writers.
Learn how to choose words well, write with economy, style and honest empathy and tell a true story really, really well with “Everybody Writes” author Ann Handley.
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
Presentatie seminarie Erik Van Vooren okt11Koen Denolf
Presentation by Koen Denolf at DM Institute seminar, organized by Erik Van Vooren, 28 October 2011.
Subject: a fresh look at Digital Magazines, how they can help your content marketing,
8 Content Marketing Strategies to Take NowJoe Pulizzi
Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be looking into now as part of your overall marketing program.
How to invite the press to an event. Ultimate guideFrançois Huynh
This guide will help you tips and tricks on how to engage with media and press while organizing your event.
how to invite media to your event,invite the press,invite the media,invite press to event,how to invite the local press,invite the media to an event,invite the local press,how to invite the press,how to invite the media,invite the press to an event,How to Get Media,Coverage of your Events,invitation to media to cover an event,how to get media to cover your event,invite media,how to invite media to an event,how to get media coverage for an event,promoting your event,inviting media to an event,how to get media coverage for your event,inviting press to an event,how to invite press to an event,press event invitation,press release for media,how to invite local press
119 Book Marketing Ideas That Can Help Authors Increase SalesBookBub
There’s a wide array of tactics you can use to amplify a book's exposure & reach more readers. Check out these 119 book marketing ideas for inspiration! See the full post here: http://insights.bookbub.com/book-marketing-ideas
Social media is not optional. It's been proven to increase website visitors, to help convert more leads and to drive more customers. But do you know how to best navigate the social media landscape? Who to target, and which networks are best for your audience?
This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification
Social Media for Solopreneurs and Small BusinessesJaclyn Mullen
In this presentation, Jaclyn Mullen Media walks you through the very basics you need to regain control of your social networking so that your efforts can be managed in the proper amount of time while also being measurable and successful.
Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Medi...Sports and Social Change
The core of this session is mastering communication with your target audience, through "Earned Media" (traditional news and lifestyle channels) and "Owned Media" (internal tools, such as newsletters, blogs and social media). We explore how to create news-worthy content and events, drafting a press release, building a targeted media list and how to outreach to journalists, identifying the best social media channels for your brand (i.e. – Facebook / Twitter / YouTube / Pintrest / Linkedin / Quora) and developing an internal content strategy.
The mononews e-Guide to the Lifestyle Press Release* provides a comprehensive summary, with clear and actionable steps, to produce the best possible lifestyle press release for today’s environment
7 Core Elements to Building a Powerful and Engaged Audience for Your BookKimberley Grabas
A powerful marketing step is to build an engaged community of supporters for you and your work. Learn the 7 core elements to building a thriving and passionate audience for your book – plus tips to help you take action immediately.
Part 1 - Making Social Media a Business AssetJoel Arndt
Making Social Media a Business Asset will train you how to delve into social media as a small business owner and give your social media presence a positive Impact on your business.
This is Part 1 of 3. In this presentation we cover:
- What is Social Media?
- Why Social media?
- How to sign up for Facebook, Twitter, LInkedIn, Instagram and Pinterest.
- How to post content on Facebook, Twitter, LinkedIn, Instagram and Pinterest.
- The business value of social Media.
- Keys to social media success.
Part 2 continues with explaining how to link your website to your social media accounts.
This presentation was created as a live presentation. Some of the slides may not seem to have proper explanation. If you have any questions, please email me: joel at openskycopy dot com.
Planning a content marketing strategy for 2014 - from a workshop hosted by 451 Marketing's Francis Skipper on 12.13.2013 at Westin Copley Place in Boston.
It’s important to know how to measure your business success.
If you want to stand above the competition, follow these ideas for a great social media plan.
The key to successful is creating content that your customers wants to read.
In a time-challenged world dominated by short and snappy, click-bait headlines, Twitter streams, Instagram feeds, gifs, video, Snapchat, YOLO, LOL and #tbt...does writing seem useless and ordinary? And what if you’re not a writer?
Actually, writing matters more now, not less. And in our content-driven world, we are all writers.
Learn how to choose words well, write with economy, style and honest empathy and tell a true story really, really well with “Everybody Writes” author Ann Handley.
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
Presentatie seminarie Erik Van Vooren okt11Koen Denolf
Presentation by Koen Denolf at DM Institute seminar, organized by Erik Van Vooren, 28 October 2011.
Subject: a fresh look at Digital Magazines, how they can help your content marketing,
8 Content Marketing Strategies to Take NowJoe Pulizzi
Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be looking into now as part of your overall marketing program.
How to invite the press to an event. Ultimate guideFrançois Huynh
This guide will help you tips and tricks on how to engage with media and press while organizing your event.
how to invite media to your event,invite the press,invite the media,invite press to event,how to invite the local press,invite the media to an event,invite the local press,how to invite the press,how to invite the media,invite the press to an event,How to Get Media,Coverage of your Events,invitation to media to cover an event,how to get media to cover your event,invite media,how to invite media to an event,how to get media coverage for an event,promoting your event,inviting media to an event,how to get media coverage for your event,inviting press to an event,how to invite press to an event,press event invitation,press release for media,how to invite local press
Good PR is the key to any company’s success. Communicate often, and communicate well!
How can PR leverage social media to tell a better story and reach a far wider audience? From 24/7 social listening to influencer engagement, here are 10 ways in which social media is changing the way you do PR for your organization.
Attract High Value Publicity - Be Seen on TV, Radio, Podcasts, Print & BlogsDale Thomas Vaughn
My media system has earned hundreds of millions of impressions for my clients on major media outlets. Imagine yourself in your ideal audience's most trusted news, radio, podcast or television... what are the possibilities for you if you were that well-known?
To schedule a strategy session with me to find out your best next steps, visit dalethomasvaughn.com/media-training
I help social entrepreneurs get seen and become well-known experts in their industry.
If you're tired of seeing someone else with less expertise in your field get all the media attention, I am going to teach you the secrets to build your profile, pitch your story, and create a campaign to become the go-to expert in your field.
I'm a big believer in teaching people how to fish, rather than simply catching fish and selling them to you (which is what publicists do). Most small companies and nonprofits can't afford and frankly don't need a publicist or PR firm - they just need the tools and the confidence to try to book themselves. That's what I love to do for entrepreneurs and nonprofit leaders. Take the skills in-house and you'll have the ability to get media attention forever going forward.
by Dale Thomas Vaughn
How to build a kickass public interest campaign - for NAMACLyndal Cairns
Strategies, tips and tools for developing a successful public relations campaign - notes from a webinar by Lyndal Cairns for the National Alliance for Media Arts and Culture in September, 2014.
Five Great Practices For Attracting Media CoverageWilliam Simon
This is short slide series that identifies 5 out of 9 practices that can be employed by event planners to increase the probability of securing media coverage. Taken from a journalistic perspective and 25 years of experience, the practices are simple to employ. PR professionals, event planners and small business owners will particularly find the observations to be helpful.
Five Great Practices For Attracting Media CoverageWilliam Simon
A short version of a larger presentation giving invaluable tips on practices that increase the probability of securing media coverage for an event. These practices focus more on the psychology and mindset of journalist in print, radio, TV and web who have needs that need to be met by the PR professional coordinating the contact. The observations are based on 25 years of experience in communications as a writer, consultant and educator, and MS background in Journalism from Northwestern University in Illinois.
Building Trust Within Communities Through StorytellingBrian Huonker
Traditional communication channels are becoming ineffective in capturing and engaging the attention of today’s perpetually connected community residents. This, in turn, is making it increasingly difficult to communicate with them, to keep the community informed on upcoming elections, filing deadlines, fee increases, as well as changes in policies and ordinances. Additionally, today’s “fake news” generation does not trust information from traditional channels, only 6% of millennials consider traditional communications even to be credible. Today's municipalities must adapt their communication strategies in an effort to be heard in the face of the consumers’ rapidly changing media consumption landscape. To get out ahead of traditional media channels with the facts. And most importantly, become the trusted source of information within their communities.
In this session, you will learn
How to identify a topic to write about from the questions your community is asking but not talking to you about.
Strategies for transforming those topics into informational and persuasive “storified” content.
How to utilize those stories in blogs, infographics, social media posts, and videos that connect with the community and ensures they are informed
How to deliver those stories through a content marketing strategy that builds mindful scheduling habits.
Discover tracking methods to understand which stories, types of content are being read by your communities and use that information to develop future stories.
Through strategic, engaging content, you can stay connected with your community to keep them informed on your ever-changing community. Build a trusted relationship with them to ensure your messages are received and understood. And become an unmistakable and essential community partner in their eyes.
Marketing in 2014: What You Need to KnowDave Rubin
Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience?
Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference).
This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities."
Pulling from such business and marketing luminaries as:
Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.
Developing Engaging Content for Content MarketingBrian Huonker
Traditional marketing channels have become ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build a brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
In this session, you will learn how to create content based on your strategic plan for your content marketing and social media efforts.
IWU Small Business Development Center and YouthBuild McLean County Marketing Series.
Develop killer content that will resonate with your audienceChris Marocchi
This presentation was given at the OCMA (Orange County Marketing and Advertising association on 10/16/13. It's filled with fun and insightful information about how your company can improve its content marketing by curating and sharing content that your customers will engage with.
Online Marketing Summit - Joe Pulizzi on Content and Social MediaJoe Pulizzi
Presentation given as various locations on the Online Marketing Summit tour by Joe Pulizzi on the basics of Social Media. Joe's take is that without a content strategy first, successful social media will be hard to come by.
Online Marketing Summit - Joe Pulizzi on Content and Social Media
2010 W Bexpo Ppt
1.
2. How Do you Effectively
Promote Your Business
in the New Age of
Digital-Social-Internet
Marketing ?
QUESTION:
3. YOU NEED A MARKETING PLAN!
of which
PUBLICITY, PUBLIC RELATIONS,
and PRESS RELEASES
are only one part
A “SWOT” analysis is nice, too! Ideally, these
should be done BEFORE undertaking a PR plan or
campaign, all revolves around DIFFERENTIATION
THE FIRST RULE:
5. “Online PR is the glue between search marketing and social
media that drives organic, qualified traffic and leads. It can
also help ensure remarkable content and consistent brand
messaging in a way most link building techniques cannot.”
What IS PR?
6. Different Types of Promotional strategy
(inbound, outbound, all around, push, pull, etc.)
“Inbound Marketing” is a set of marketing strategies
and techniques that focus on pulling relevant prospects
and customers towards a business and its products via
their online presence and web properties.
INBOUND Vs. OUTBOUND
7. PROMOTIONAL STRATEGIES: (inbound, outbound, push,
pull, etc.)
Advertising (push, outbound)
Personal selling & sales force (push primarily)
Sales promotions (discounts, coupons) (both)
Public relations & publicity (push & pull both)
Marketing communications (direct mail and email, etc.
(push, outbound)
Social Media (all around)
Website/SEO (pull, inbound)
PROMOTION
8. 1. Increase awareness of, or familiarity with, products
and services, brand awareness;
2. Influence perceptions of key benefits or
differentiators;
3. Increase willingness to consider products and
services;
4. Increase intent to try a product and make a first
time purchase;
5. Assure a positive experience with a purchase;
6. Drive Lead Generation!
7. Drive Traffic to your Website
PUBLIC RELATIONS: GOALS!
9. Traditionally delivered over a wire service to
subscriber (PRNewsWire, BusinessWire,
USNewsWire)
Syndicated content
Costs hundreds of dollars for each release,
depending on geo-targeting
TRADITIONAL PRESS RELEASE
13. Journalists are facing tremendous
challenges, losing their jobs, crunched
for time;
They have to “Feed the Beast” on a
24/7 news cycle. If you know how to
provide juicy treats, they will eat from
your hand
WORKING WITH THE MEDIA
14. SOCIAL MEDIA NEWS RELEASE
Definition:
A dynamic blend of the traditional static press
release and a more progressive, conversational
approach: A Social Media News Release (SMNR)
opens doors & engages readers with multimedia
content shared via social networks such as
FaceBook, Twitter, and others
A social platform that enables just about anyone to
effectively package stories & share them with
journalists, bloggers, and influencers worldwide
via the social web. Usually low-cost and user
friendly.
17. . . .but what about the meat?
If the SMNR=The Bread . . .
18. Content is Still King
•The “meat” is the news/content that is
contained in your Social Media News
Release
• You can have the best SMNR in the
world but if your content is not
newsworthy and delivered well, the
journalists will not pick it up
• They are your clients! (You also have a
“sub-client” or secondary client . . .
19. Content is Still King
•To make your news friendly to search engines, keep the following in
mind when crafting your message:
Keywords:
• A carefully worded headline and sub-headline should contain keywords
related to major themes in your news. The headline is not only extremely
important for SEO purposes but is also your first opportunity to grab your
reader’s attention. Throughout the text of your release, look for additional
ways to include high volume keywords and phrases without altering the tone
or message of your news release.
Enhanced URL:
•Search engines look at the keywords used in a hyperlink to a website when
they are ranking that website. If a hyperlink has keywords included and point
to your website, then when a person does a Google search for those keywords
they are going to be more likely to find you among their results. Make sure
your release uses targeted keywords when pointing back to your site to make
sure you get an SEO boost for your website.
20. Content is Still King
Anchor Text/Embedded Keywords:
Embedding hyperlinks into your release is another way to increase your
ranking and drive traffic to your website. Linking your product’s name in
the release back to the Web page where your readers can go to learn
more will not only lead consumers directly to your site, but it will also
get them into your sales cycle.
Add Multimedia Content to Your Release:
Adding a news image or video to your release will not only make your
news release more graphically pleasing and likely to be read, but it will
also ensure your news is indexed in image search engines and create
more visibility for your message.
21. What is “Newsworthy?”
This question is different from “What sells
newspapers?”
• According to “Feeding the Beast” by Mark Mathias, newsworthiness
can be boiled down to a few key ingredients, which we’ll get to in a
minute. (The Beast is more the pressure cooker of the newsroom
than the reporter himself)
• The Beast is “hungry, harried, handicapped, and human.” And you
should be able to make these traits work to your advantage.
22. What is “Newsworthy?”
THE RULE OF “DIFFERENCE
• “Importance is not important” because news is
information journalists believe people WANT to see,
read, and hear
• What do people want to know about? SOMETHING
NEW, SOMETHING DIFFERENT!
•Make the rule of Difference work for you: The Beast
loves a niche. Differentiation of your company and your
news content is your ticket to getting your company
free publicity.
23. What is “Newsworthy?”
THE RULE OF “EMOTION:”
Facts are important but engaging readers emotionally
is what will get your story placed
Don’t be afraid to show heart and passion
“How can I ENGAGE the reporter and his readership” is
the question you should always be answering
Everyone loves a story, and we are hardwired to hear
them
24. What is “Newsworthy?”
THE RULE OF SIMPLICITY
The art of selling your idea/story to a reporter
depends upon their ability to grasp it quickly and with
relative ease
Your most challenging job will be to boil it down to its
most essential elements, without “dumbing it down.”
This takes lots of thought and usually many iterations
of your “pitch”
Simple, telegraphic sentence structure helps. Test it
out on people you know and trust. Make it clear,
concise, and compelling.
25. What is “Newsworthy?”
THE RULE OF RELEVANCE:
What is relevant is not necessarily what is important
To understand what is relevant is to know a lot about
your client (the reporter) and audience (his readership).
“Can you answer the two pivotal questions: “WHO
CARES?” and “SO WHAT?”
This means YOU MUST READ WHAT HE/SHE HAS
WRITTEN and you must deliver your information in a
package that is consistent with the reporter’s wishes
and desires. He/She is your MAIN Customer!
26. SMNR as Part of Your Campaign
•Press Releases alone are not a strategy,
although they can do good things for you.
•What is a campaign? An integrated publicity
effort simultaneously implementing:
•Events & Stunts
•General Brand Recognition
•Lead Generation
27. Case Studies
•Flying Fingers
A comprehensive campaign, well-funded and going viral
with a big idea. “Yarn You Can Eat” while sitting in
convention traffic (kits), and “The Yarn Bus.
•Inverness Bluebirds
General branding program tied into environmental
issues, yields lead generation
•Fishing
28. Building an All-Year Publicity Machine
•First Quarter: January –March
–What the Media is Covering: Trend stories, “get personal house in order” stories
–Key Dates & Events: New Year’s, Super Bowl, NCAA Tournament, Easter, The Academy
Award, Valentine’s Day Grammy Awards
•Second Quarter: April –June
–What the Media is Covering: “Anything goes” time of year –light, fun stories, summer plans
and vacation pieces, leisure, safety, things to do with kids
–Key Dates & Events: Baseball opening day, tax day, spring gardening, Mother’s Day,
Father’s Day, Memorial Day, end of school, summer vacation, spring weddings
•Third Quarter: July –September
–What the Media is Covering: entertainment-themed pieces, anything w/celebrities, lighter
business stories, new products, trend pieces, back to school
–Key Dates & Events: July 4thfestivities, summer movies, summer travel, back to school
•Fourth Quarter: October –December
–What the Media is Covering: Busiest time of media calendar, holidays, year end economy,
holiday travel, year in review
–Key Dates & Events: Labor Day, World Series, Election Day, Halloween, Thanksgiving,
Christmas, New Year’s Eve, New Year’s predictions.
30. HARO Hints
“Help a Reporter Out”
1. Respond ASAP!
2. Give them EXACTLY what they
asked for in the query
3. Spell it all out, don’t make them
go somewhere else (like your blog
or website)
31. The 5 W’s & Writing Style
No English Majors Needed!
Write the Who, What, Where, When Why, with:
• Clarity
• Conversation
• Creativity
• Correctness
• Uniqueness
• SEO
AND NEVER “BURY THE LEAD!”
32. Deadly Sins of the News Release
1. The Sin of “Direct Address”
(Always write from the 3rd party point of view and banish use
of pronouns “I” and “we” unless in a direct quote.)
2. The Sin of Verbosity
(THOU SHALT NOT BE VERBOSE! Lawyers used to get paid
by the word, but even they don’t anymore. Brevity is the soul
of wit!)
3. The Sin of Ignorance
You must be prepared for the call. Most of all, READ what the
reporter has written, particularly on the topic at hand. Ask
PRIOR to an interview what the questions will be and who
else they might interview for the story.
33. Writing a great release
and where to
go to find help
GET THE RESULTS YOU WANT!
35. •Ditch the bullets, the italics and bold type. It
complicates the code and makes it more difficult
for your release to be syndicated.
•Use the most common file formats for your
media attachments: jpg files best for photos;
.wmv best for videos, make sure not too big or
too small; mp3 files best for audio.
•Think Multi- and Social Media: Link to your
social websites, blog, podcast, etc.
•Take advantage of all the opportunities for rich
media. This will make the reporter’s job easier
and the story much more compelling
FORMATTING ISSUES:
36. • Whether you create it yourself on your website
or link to the PitchEngine or PRWeb online
newsrooms, this is absolutely essential
• On your own website, include links to
downloadable pdf files of all your news releases;
bios and high-res photos of your leadership; a
Fact Sheet or FAQ; a list of story angles; top
placements if you have received them; media
files and links to your YouTube channel, podcast,
blog, etc.
•Take advantage of all the opportunities for rich
media. This will make the reporter’s job easier
and the story much more compelling
YOUR ONLINE NEWSROOM:
37. • Don’t Overlook AUDIO FILES!
• Many ways to create audio that are
not complicated, such as using a
digital recorder, a phone-in podcast
service like GabCast.com, or
software for your Mac or PC, such as
GarageBand or Audacity.
MEDIA ASSETS & YOUR NEWSROOM:
38. • Don’t Overlook VIDEO FILES!
• Many ways to create Video, not
just do it yourself. Services on the
Internet, FPA, etc. in addition to Flip
Video Camera, etc.
MEDIA ASSETS & YOUR NEWSROOM:
39. • Most basic way to do this is using Google
Alerts:
http://www.google.com/alerts or Reader
• Can also use Google Analytics if you are handy
with html and can get the code into your
webpage
• PR Web actually outshines PitchEngine here,
at least for the time-being, but their analytics
are not free.
TRACK YOUR RESULTS:
40. BOOKS:
•PR On A Budget by Leonard Saffir
•Can We Do That? by Peter Shankman
•Guerilla Publicity by Jay Levinson
•Feeding the Media Beast by Mark Mathis
•Shameless Marketing for Brazen Hussies by
Marilyn Ross
SOFTWARE:
•Audacity for PC, Garageband for Mac
PODCASTS (subscribe via iTunes):
•DuctTapeMarketing
•Small Biz Radio
web.com
RESOURCES & LINKS:
42. • Keys to Success:
A written marketing plan that includes a separate section for
publicity, including an editorial calendar for your business;
thinking through what makes your company new and different
(aligned with your brand); think multimedia and engaging
passion/emotion around your campaign and releases. How
will your publicity campaigns be structured?
• First Things First:
Start the ball rolling by opening up an online newsroom on
your website. If you build it, you will help them come.
•Know Who Your Media Client & Audiences Are:
(Hint: it’s the reporter). Make it easy for him/her and you will
get results. It’s the public and the search engines!
Wrap-Up and Review:
43. • Manage Expectations:
Don’t expect miracles.
PR is a PROCESS and it takes time.
When done right, it can yield SPECTACULAR results.
• Incubate Your BIG IDEA & NEVER, EVER Quit Thinking
About Publicity!
NOW GO OUT THERE AND GET SOME, YOU CAN DO THIS!
Wrap-Up and Review:
The media is full of stories about businesses of all kinds – small, large, innovative, personal, family and multinational. This brings a lot of publicity and sales to the businesses that are featured.
But are you one of those businesses that don’t get any media coverage at all?
Do you see your competitors grabbing headlines when you know you could do so much better?
Well, one solution would be to hire a top-notch public relations firm and watch them work their magic. That’s fine if you have the budget, but what if you don’t?
Well in that case you’ll have to do it yourself – and that's something you can do easily, if you put the work in. The potential value to your business could be enormous.
The media is full of stories about business.
But these stories don’t get there by accident. They get there because the featured businesses learned what journalists needed, and they worked hard to make sure they provided it.
Here’s what PR can do for your company:
Many companies recognize the value of public relations as a strategic marketing tool
they can use to increase sales of products and services. Whether used alone or as
part of an integrated marketing campaign, public relations can contribute to sales in
many ways. PUBLIC RELATIONS = PREDISPOSITION to your products and services!
Public relations programs may be designed to influence consumers at
any stage of the purchase process:
Increasing awareness of, or familiarity with, products and services;
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Influencing perceptions of key benefits or differentiators;
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Increasing willingness to consider products and services;
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Increasing intent to try a product and make a first time purchase;
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Assuring a positive experience with a purchase; and
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Building ongoing preference for a product or service.
There are proven public relations strategies and tactics that may be used to achieve
all of the objectives above. For example, a public relations strategy for increasing
intent to try a product may be to stimulate recommendations from reviewers and
endorsers. A tactic to assure a positive purchase
In their book The Fall of Advertising and the Rise of PR3, branding experts Al Ries
and Laura Ries argue that public relations is the best way to launch new brands. In
fact, they recommend that any new marketing program start by generating publicity
and then shift to advertising after the public relations objectives have been achieved.
Among the evidence they cite to support their recommendation is a study of 91
new product launches that shows highly successful launches are more likely to use
public relations than less successful ones. As they see it, “marketing has entered the
era of public relations.”
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