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Casual Articles - How to Get PR
To do well in business, a business owner must show his customers that he cares. And just like in the personal world outside of business, we show that we care with gestures as simple as greeting cards. We especially need to consider the advantages of taking the time to write a note by hand because of the informal and cold methods of communication that we use today on a regular basis like emailing and faxing. Sure, these methods work well for the sake of convenience, but they lack the warmth that will make a customer keep coming back to your business. So consider these guidelines when preparing to send out a business greeting card.Consider the usefulness
9. Write a query to the Editor(s) or Columnists/Writers. In one paragraph pitch the overview of your idea to make it compellingly interesting so they’l
What constitutes good customer service? Is it always being there for your customers? Is it the speed with which you respond to them? Is it making sure your customers can get their questions answered quickly and in any number of ways? To put it simply, the answer is yes. These aren't the only aspects of a good customer service strategy, but they are definitely important ones. In the technological age, even the way we serve our customers has changed. People want information at their fingertips. They want answers to their questions fast. It is a time of instant gratification and everybody wants to get their information in a different way. Some people want to spea
Process outline:
1. Know that publicity is really a sales job. Sure, there is some good strategy involved just like in sales. It’s about pitching your idea to get a publication to “buy” (print) your story or interview you as an expert in your field. This works best when you establish a relationship with the editor or publisher so they can trust the information you’re submitting. Relationships take time to develop. So, just like any sale, be sure to educate yourself about who your targeted publication markets are, what they want, plan your campaign and remember; “the sale is made in the follow up”.
2. Determine how your publicity will support your marketing goals. Develop stories and the pitches on those subjects in a careful & strategic manner. Write compelling and educational stories that would interest the readers of the particular publication you are pitching.
3. Understand that editorial stories are NOT advertisements. Your story pitches cannot be advertisements for your companies. Advertising and editorial are two different entities in publishing.
4. Create a press kit. (see our flier on the elements needed for a press kit)
5. Make a list of all the publications you’d LIKE to be in, those you think your targeted market will read, or others who might be very interested in the content you have to offer. Include websites and other electronic media.
6. Do NOT spam one press release to all major media in your area. This is only done in extremely specific instances, otherwise it will backfire on you. Rather, select your media wisely and send your press release to those you know are interested.
7. Call the publications to ask for a media kit. Review their editorial calendar, read their publication over time to strategically find out what they are looking for. Database their contact information.
8. Identify all the columns in each targeted publication to whom your article is appropriate for submission. For example, if you are pitching a story about how business owners can best manage their IT services, pitch to the Technology editor as well as the small business editor. If you have new products unique to the marketplace pitch to the “product review” editor—note: this is unique to specific industries and not to be confused with advertising. *A
9. Write a query to the Editor(s) or Columnists/Writers. In one paragraph pitch the overview of your idea to make it compellingly interesting so they’ll
Do you run a business? Do you have a business card? If not, why not? Today, everyone should carry business cards no matter if they work freelance, work for themselves, are employed by a company, or are a homemaker or retired. A business card is a simple and easy way for you to exchange personal information with a friend, acquaintance, business associate, or neighbor. Thanks to the internet, you can even design and order your business cards right online. Let’s take a look at what goes into a business card and what you should expect when ordering business cards online.Yahoo! No, I don’t mean the search engine company, instead the feeling you get when you
2. Determine how your publicity will support your marketing goals. Develop stories and the pitches on those subjects in a careful & strategic manner. Write compelling and educational stories that would interest the readers of the particular publication you are pitching.
3. Understand that editorial stories are NOT advertisements. Your story pitches cannot be advertisements for your companies. Advertising and editorial are two different entities in publishing.
4. Create a press kit. (see our flier on the elements needed for a press kit)
5. Make a list of all the publications you’d LIKE to be in, those you think your targeted market will read, or others who might be very interested in the content you have to offer. Include websites and other electronic media.
6. Do NOT spam one press release to all major media in your area. This is only done in extremely specific instances, otherwise it will backfire on you. Rather, select your media wisely and send your press release to those you know are interested.
7. Call the publications to ask for a media kit. Review their editorial calendar, read their publication over time to strategically find out what they are looking for. Database their contact information.
8. Identify all the columns in each targeted publication to whom your article is appropriate for submission. For example, if you are pitching a story about how business owners can best manage their IT services, pitch to the Technology editor as well as the small business editor. If you have new products unique to the marketplace pitch to the “product review” editor—note: this is unique to specific industries and not to be confused with advertising. *A
9. Write a query to the Editor(s) or Columnists/Writers. In one paragraph pitch the overview of your idea to make it compellingly interesting so they’l
Have you ever sat in front of your computer looking for a document – knowing it was there – the question is: “Where?” The answer gets amazingly complicated if the document is an attachment someone sent to you from someone else’s e-mail account!In addition to organizing the additional paper that results from our new technology, we now also have to organize the technology itself. Did you know that 80-95% of the information we work with daily is generated by email and electronic files?How Computer Filing WorksYour computer is basically an electronic filing cabinet. This is true regardless of what kind of operating system yo
3. Understand that editorial stories are NOT advertisements. Your story pitches cannot be advertisements for your companies. Advertising and editorial are two different entities in publishing.
4. Create a press kit. (see our flier on the elements needed for a press kit)
5. Make a list of all the publications you’d LIKE to be in, those you think your targeted market will read, or others who might be very interested in the content you have to offer. Include websites and other electronic media.
6. Do NOT spam one press release to all major media in your area. This is only done in extremely specific instances, otherwise it will backfire on you. Rather, select your media wisely and send your press release to those you know are interested.
7. Call the publications to ask for a media kit. Review their editorial calendar, read their publication over time to strategically find out what they are looking for. Database their contact information.
8. Identify all the columns in each targeted publication to whom your article is appropriate for submission. For example, if you are pitching a story about how business owners can best manage their IT services, pitch to the Technology editor as well as the small business editor. If you have new products unique to the marketplace pitch to the “product review” editor—note: this is unique to specific industries and not to be confused with advertising. *A
9. Write a query to the Editor(s) or Columnists/Writers. In one paragraph pitch the overview of your idea to make it compellingly interesting so they’l
Have you ever noticed that some of the great stuff you want to show up in your business is not easily measured? It's easy to measure quantities, of money, production, sales calls, numbers of time the phone rings before it's answered... Because it's easier, businesses tend to default to measuring and managing only straightforwardly quantifiable things.Quantifiable stuff has to be measured in business, it's true. You'd be failing in your accountability to your bosses, your bankers and your shareholders if you didn't do it. And by and large most business leaders make a pretty good job of measuring the results these people wish to see.But these alone
6. Do NOT spam one press release to all major media in your area. This is only done in extremely specific instances, otherwise it will backfire on you. Rather, select your media wisely and send your press release to those you know are interested.
7. Call the publications to ask for a media kit. Review their editorial calendar, read their publication over time to strategically find out what they are looking for. Database their contact information.
8. Identify all the columns in each targeted publication to whom your article is appropriate for submission. For example, if you are pitching a story about how business owners can best manage their IT services, pitch to the Technology editor as well as the small business editor. If you have new products unique to the marketplace pitch to the “product review” editor—note: this is unique to specific industries and not to be confused with advertising. *A
9. Write a query to the Editor(s) or Columnists/Writers. In one paragraph pitch the overview of your idea to make it compellingly interesting so they’l
The research and field results prove that there are three factors that pull people to respond to a particular business. They are logic, emotion, and both! It has been calculated in a study of 900,000 consumers in 23 markets that:one third chose where to shop based upon emotional factors,one fourth chose based on logical factors,the rest on both. What this means is that price and other rational factors like selection only won 25% of the time. It also means that emotional values like comfort, safety, convenient location, friendly people, fun, excitement, soft music, etc. only won out 33% of the time! This als
9. Write a query to the Editor(s) or Columnists/Writers. In one paragraph pitch the overview of your idea to make it compellingly interesting so they’ll want to “buy” it and understand how their readers will gain value from it. *B
10. Submit queries or stories the way the publication wants to receive information—via email, fax or mail. A query is simply an inquiry to the editor asking if they would be interested in what you have to write about and asking for guidelines. Where possible, include your press kit with your actual press release or story submission.
11. Be prepared to write (or have pre-written) the story you are pitching because in the media, speed is everything. If an editor finally does call to say they’d like your submission, you should be prepared to get it to them in one day. *C
12. Create a list of 5-10 articles you could prepare quickly so if a publication calls to request an article, you can respond promptly. Be sure the topics support your marketing goals without being (subversive) advertising.
13. Follow up as appropriate. Every publication is different, so it’s best to seek professional help with this so you don’t harm your reputation by making common mistakes. My rule of thumb is that “In the follow up is the sale”. It is hard, takes time and is necessary to develop a relationship. *D
NOTE: #4
14. Track all progress on a database, to help you note action items and results. The most successful campaigns are developed over time (remember, it takes time to develop a relationship) so should be tracked to help you remember, be consistent and efficient.
If you’ve not directed your own publicity campaign before, we recommend you get expert advise at these stages of this process;
*A. review of selected targeted publications,
*B. review or editing your query and pitch the first time,
*C. evaluation or editing of your story—get an expert viewpoint to ensure you’re on target,
*D. short training session on how to conduct follow up, what to track
WE CAN HELP
If you do not have the time or inclination to do this work yourself, give us a call—that’s what we do. We help clients create professional press kits and publicity campaigns to further their marketing goals and get the recognition they deserve. Our services include creating all elements in a press kit, strategic planning for a publicity campaigns, integrating marketing and publicity, selecting a strategic media list to targ
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