ous promo or the papers won't run it.

Knowing who to send your press release to is the second part of the equation. Do they accept e-mail? Do they like attachments, or do you just send your release in the body of the message? Do they accept photos? What format? How long should your press release be, and what other details are preferred by the editor?

It is important not to come off as amateurish when sending press releases to the media. The keyword is targeted. Every publication h

Great marketing campaigns begin with great ideas. You cannot simply follow the crowd anymore, capitalizing on what has worked for others. These are not ordinary times.

Today's economic and cultural climate calls for extraordinary and imaginative marketing strategies, coupled with targeted publicity campaigns. There are so many media possibilities now that the skilled advertising and PR practitioner must also be skilled in media research and placement.

Here in Sedona, Arizona, for example, basically a small town with a population of about 17,000 in its "metro" area, the tourist component creates special challenges for the marketing/PR professional. The town's chamber of commerce estimates that more than four million visitors pass through the famous Red Rock Country annually.

To serve this huge tourist market, there are endless media possibilities. There is the town's major newspaper, a twice-weekly full-size organ loaded with local ads; there is a weekly arts and entertainment tabloid, and a monthly newspaper. There are three magazines serving the town, one a monthly, one a bi-monthly, the other a quarterly; two tourist-oriented TV stations on cable; several radio stations in the area; a tourist-oriented website which now offers "podcasting" to local advertisers.

Billboards are not allowed in Sedona or in the surrounding area. But several of the top hotels and resorts have guestbooks where you can pay to place your ad or promo piece. You can subscribe to a rack card service which will design and print your rack card and deliver it to receptacles for such items all over town. All that's missing in Sedona is renting spaces on red rocks for your advertisement.

Getting your press release in the local media calls for a targeted publicity campaign. Writing an effective press release is an art form. First, the release must have some kind of a story angle. To get your story told you must have some kind of a story. It cannot be too hyped up or an obvious promo or the papers won't run it.

Knowing who to send your press release to is the second part of the equation. Do they accept e-mail? Do they like attachments, or do you just send your release in the body of the message? Do they accept photos? What format? How long should your press release be, and what other details are preferred by the editor?

It is important not to come off as amateurish when sending press releases to the media. The keyword is targeted. Every publication ha

ple, basically a small town with a population of about 17,000 in its "metro" area, the tourist component creates special challenges for the marketing/PR professional. The town's chamber of commerce estimates that more than four million visitors pass through the famous Red Rock Country annually.

To serve this huge tourist market, there are endless media possibilities. There is the town's major newspaper, a twice-weekly full-size organ loaded with local ads; there is a weekly arts and entertainment tabloid, and a monthly newspaper. There are three magazines serving the town, one a monthly, one a bi-monthly, the other a quarterly; two tourist-oriented TV stations on cable; several radio stations in the area; a tourist-oriented website which now offers "podcasting" to local advertisers.

Billboards are not allowed in Sedona or in the surrounding area. But several of the top hotels and resorts have guestbooks where you can pay to place your ad or promo piece. You can subscribe to a rack card service which will design and print your rack card and deliver it to receptacles for such items all over town. All that's missing in Sedona is renting spaces on red rocks for your advertisement.

Getting your press release in the local media calls for a targeted publicity campaign. Writing an effective press release is an art form. First, the release must have some kind of a story angle. To get your story told you must have some kind of a story. It cannot be too hyped up or an obvious promo or the papers won't run it.

Knowing who to send your press release to is the second part of the equation. Do they accept e-mail? Do they like attachments, or do you just send your release in the body of the message? Do they accept photos? What format? How long should your press release be, and what other details are preferred by the editor?

It is important not to come off as amateurish when sending press releases to the media. The keyword is targeted. Every publication h

ment tabloid, and a monthly newspaper. There are three magazines serving the town, one a monthly, one a bi-monthly, the other a quarterly; two tourist-oriented TV stations on cable; several radio stations in the area; a tourist-oriented website which now offers "podcasting" to local advertisers.

Billboards are not allowed in Sedona or in the surrounding area. But several of the top hotels and resorts have guestbooks where you can pay to place your ad or promo piece. You can subscribe to a rack card service which will design and print your rack card and deliver it to receptacles for such items all over town. All that's missing in Sedona is renting spaces on red rocks for your advertisement.

Getting your press release in the local media calls for a targeted publicity campaign. Writing an effective press release is an art form. First, the release must have some kind of a story angle. To get your story told you must have some kind of a story. It cannot be too hyped up or an obvious promo or the papers won't run it.

Knowing who to send your press release to is the second part of the equation. Do they accept e-mail? Do they like attachments, or do you just send your release in the body of the message? Do they accept photos? What format? How long should your press release be, and what other details are preferred by the editor?

It is important not to come off as amateurish when sending press releases to the media. The keyword is targeted. Every publication h

ack card service which will design and print your rack card and deliver it to receptacles for such items all over town. All that's missing in Sedona is renting spaces on red rocks for your advertisement.

Getting your press release in the local media calls for a targeted publicity campaign. Writing an effective press release is an art form. First, the release must have some kind of a story angle. To get your story told you must have some kind of a story. It cannot be too hyped up or an obvious promo or the papers won't run it.

Knowing who to send your press release to is the second part of the equation. Do they accept e-mail? Do they like attachments, or do you just send your release in the body of the message? Do they accept photos? What format? How long should your press release be, and what other details are preferred by the editor?

It is important not to come off as amateurish when sending press releases to the media. The keyword is targeted. Every publication h

ous promo or the papers won't run it.

Knowing who to send your press release to is the second part of the equation. Do they accept e-mail? Do they like attachments, or do you just send your release in the body of the message? Do they accept photos? What format? How long should your press release be, and what other details are preferred by the editor?

It is important not to come off as amateurish when sending press releases to the media. The keyword is targeted. Every publication has its own needs and requirements.

Solid, well-timed and well-conceived marketing strategies can rocket you and your business to success. Powerful ad copy, media savvy and effective publicity complete the formula. Madison Avenue ain't what it used to be!