Uploaded byMel Feller
Mel feller discusses pr techniques
Mel Feller emphasizes the importance of public relations (PR) as an underutilized marketing technique for small businesses, providing guidelines for crafting effective press releases. To improve media coverage, businesses should focus on news value, structure their releases correctly, and maintain relationships with reporters. Feller also highlights various opportunities for issuing press releases to gain publicity and shares insights from his coaching and experiences.
More Related Content
Similar to Mel feller discusses pr techniques
Mel feller discusses pr techniques
- 1. Mel Feller DiscussesPR Techniques One of the least understood, most underutilized marketing techniques in the business world is public relations. That fact represents an opportunity for small business owners and managers who are willing to devote a little time to cultivating relationships with reporters and editors in their community. Advertising is the obvious approach to self- promotion, so a lot of your competition is doing it. Generating free or inexpensive publicity through press releases and media relations is not as commonplace, so it offers a much more uncluttered arena for gaining visibility and name recognition. The 'cost of admission' consists of a newsworthy story and a little insight into how the process works. Potential Pitfalls and Opportunities The bad news is that editors, radio news directors, and other media gatekeepers receive dozens of press releases every day, and that is just in the small towns! Releases are tossed in the circular file for three primary reasons: 1) They look unprofessional, 2) They are an ad masquerading as a news story, or 3) They have little or no news value. Three other fatal flaws in a news release are a failure to get to the point right away, an abysmal absence of formatting, and glaring typographical mistakes and grammatical neglect. Although it may sound like there are 101 ways you can go wrong (so why even try?), it is actually more a matter of common sense, persistence, and following a few basic guidelines. It might take a little experimentation to discover whether you get better results working directly with specific reporters, instead of editors (and using email vs snail mail), but as you fine tune your approach and make yourself known to local media people, your success rate should rise Mel Feller Seminar
- 2. significantly. You mayultimately find that public relations is the missing link in an otherwise lackluster media campaign. Cardinal Rules of Press Release Writing As in any type of marketing, presentation and image can make a big difference in the quality of the results produced. Here are a dozen guidelines for putting your best foot forward with the media. 1) In the headline and the body of the release, emphasize the news value of your story. If it fails to catch an editor's attention or sounds remotely like an ad, the odds of it being published or broadcast are slim. 2) It will have more of an impact if the first paragraph contains the most important information, with the rest of the material arranged in order of descending importance. 3) One simple, but useful guideline for writing a press release is the old journalism standard of focusing on the five "W's", namely: Who? What? When? Where? Why? In addition, sometimes, How? 4) Write it from the perspective of an objective observer, not from the point of view of a business owner or manager 5) Use short sentences and double spacing between paragraphs. 6) The last paragraph should be reserved for a brief bio or a few boilerplate sentences about your company. Journalists know to look there for that information. 7) One page is the ideal length for a press release. The media will call or email you if they have questions or want to interview you. 8) Formatting elements: After the headline at the top, the following information is generally inserted: the words "FOR IMMEDIATE RELEASE", one or two contact names and phone numbers, and, right before the first sentence of the release, the location and date of the news story. 9) Maintain an up-to-date mailing list of reporters and editors, and get to know them, whenever possible. Jot down a few notes about each one. 10) Suggest article ideas, occasionally, and let it be known that you are available for interviews. IDEA: One way to establish a reputation as a valuable resource for the media is by preparing for
- 3. them a printedlist of experts, spokespeople, and authorities on topics related to your profession or industry. 11) Emailing tip: Reporters and editors intensely dislike email attachments, as a rule. Get around that by including the press release in the body of the email. 12) Perhaps the most important consideration when working with the media is that they are always under an impending deadline, especially at daily newspapers and broadcast news departments. Among the worst violations of media, etiquette is not returning phone calls promptly and requesting the chance to review articles prior to publication. Opportunities to Send Press Releases Countless opportunities to send out press releases and receive valuable, free publicity are missed every day. There are literally dozens of newsworthy opportunities for getting positive media exposure, including mergers, acquisitions, partnerships, office expansions, new employees, awards, workshops, speaking engagements, fund-raising campaigns, lobbying activities, the launch of a new web site, announcing survey results, sponsorships, or taking a public position on an industry-related issue. Business milestones are often a good reason to issue a press release, such as the grand opening of a new office or announcing a business's 25th anniversary. Mel FellerDelivers! Mel Fellerisabusinesscoachwhohelps individual’s make the transitionfromfull-time employeeto successful entrepreneur. A grandfathernow, Mel Fellerstartedhiscoachingbusinessin 1990 to help otherparents,employeesandindividual entrepreneurs deal withthe sometimes-overwhelming prospectof startinga newbusinesswhilestillrunningahousehold ora job. Prior to raisinghisfamily, as a single father, Mel Fellerspentovertwodecades asTopProducingReal Estate Agent,corporate trainerand workshopleaderandChief of Staff toa UnitedStatesSenator.Today Mel Felleroffersawide range of programsand services - fromindividualcoaching,toseminarsandkeynotespeeches. To contact Mel Feller,please visithiswebsite http://www.melfellersuccessstories.com
- 4. Mel understandshow tohelppeoplecreate momentumforchangeintheirlife andhow to break throughthe barriersholdingthemback. He isa big believerintakingconcrete stepsforwardeveryday. Mel wasstuck andmore thanonce andso he knows firsthandhow hardit can be to change yourlife to pursue yourdreams,buthe islivingproof thatitcan be done. It ishismissiontohelpyougetintothe life youdreamabout,toconvince youthat youcan make a living doingwhatit isyou wantto be doing,to helpyoufeel likeyouare livingyourpurpose andincongruency withyourvalues. “Truth telling,honesty,andcandor:IlovedyouMel Feller!Youhave somuch energyandknowledge!I trulyhope I getanotheropportunitytobe coachedby you.I see myself alittle clearernow,andit’snot so bad.” Lisa Mathews “Mel Felleryouaddedmore value thanwe canpossiblysee rightnow.Mel Feller,youare warm, inviting,andaccommodating.Thankyouforcomingalongside usinthistransition!” VanessaCavanaugh “Mel Fellerthe besteducationsessionthatwe have attendedinmanyyears!Thankyousomuch — I am veryexcitedtoputeverythingyouhave taughtusintopractice!” Michael Randolph “Mr. Mel Feller,Thankyou,thankyou,thankyoufor givinga marvelouskeynote atourSymposium! While we have notyetcollectedthe official feedback,the unofficialfeedbackwasthatYou Were a Hit! I heardnothingbutcomplimentsregardingyourpresentations.Thankyouformakingsucha positive impacton our attendees!” Lyle CunninghamVP "Mel Felleruseshishumor,compassion,anddirectnature tohelpbringoutthe bestinme.Mel Felleris committedtohelpingme live...Imean,reallylive,life toitsfullest." Jose Rodriguez Mel Feller Seminar
- 5.
- 6.
- 7.