mplementing A Successful PR Campaign: PR Does Not Stand For Press Release!

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There s no denying that the Internet is allowing more and more entrepreneurs to start their own businesses and effectively market their new products. However, there seems to be an increasingly common misconception when these businesses try to generate media attention and publicity for their products or businesses. Over the past several years, I have had more than a few clients come to me seeking a PR to get people interested in their products/businesses. That s right a PR . Contrary to what some people think, PR is NOT an acronym for Press Release it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.

I often cringe when I see articles from well-intentioned marketing experts that say, in effect: simply write a press releases, pitch it to the media and just sit back and reap the benefits. Unfortunately, it is far from being that simple. That statement pre-supposes that the media release is written well containing all the right elements and newspegs to catch the media eye and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business product, website or whatever should include many, if not all of the following:

An interesting, quality, newsworthy product that the media (and its audience) will find merit in;
A concise, articulate media release or story pitch not a glorified ad detailing the benefits of your product/business/website and what effect it will have for it s users;
A supply of media supportives product photos (digital & hard copy), possible review samples, etc.;
An extensively researched media list detailing all applicable media outlets whose editorial profiles match your product/business profile. Here s an important detail -- the targets of your pitch should be name-specific not just title-specific media contacts. By that I mean the media market research you compile should give you particulars like Sally Jones-Cooking Editor not just Tribune Newsroom or Managing Editor;
A solid, trustworthy media contact vehicle that gets your release/media kit directly into the hands of the appropriate reporter/editor/producer and allows them to respond easily to your pitch. (As always, beware of press release distribution services that often times indiscriminately spew your release to hundreds of untargeted media outlets with little or no results.) Research to find out the preferred method of receipt of your media targets don t just assume an email will suffice. Whether it s by snail mail, email, fax or phone calls, the media can t run your story if they don t hear about it. For one reason or another, some media may decide not to include your product/business in a placement -- but don t let them say the reason is because they weren t made aware of it;
Meticulous media relations to immediately fulfill media requests (photos/interviews/product samples) and extensive media contact follow-ups over several months to generate as many placements as possible. Many times, media outlets can t immediately respond to an initial pitch due to tight editorial deadlines and the time it takes to wade through a multitude of similar media pitches. I have found, without question,that the media interest continues to increase as you re-introduce the pitch and gently rattle the media cage over the course of the next several weeks/months;
Some sort of media tracking capabilities -- whether it s your own media follow-ups, Internet research, or a professional broadcast/print clipping service. Having hard copies of the placements generated by your PR campaign can be invaluable in the further marketing of your business/product. Media placements are a unique validation of the market acceptance for your business/product and can help you convince new customers of that fact.

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Think of launching a PR/publicity campaign like flying a kite. The press release (which aptly details your product/business) is the kite. But if your kite doesn t have the proper amount of string, a good tail, a strong wind and the expert manipulation of the kite flier it has very little chance of getting off the ground. But if all theses elements are in place a PR/publicity campaign can send your business soaring like a kite on a breezy Spring afternoon.

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Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and ventures.
http://www.spreadthenewspr.com
todd@spreadthenewspr.com
(785) 842-8909

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About the Author

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and ventures.
http://www.spreadthenewspr.com
todd@spreadthenewspr.com
(785) 842-8909

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Your Own Articles are More Than Content!

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Your Own Articles are More Than Content!

 by: Anthony Jewell

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If you are someone like me that writes articles on a daily basis and includes them on your website for your visitors to read then you might be missing out on something big. Articles are not only a great free resource to offer your visitors but they are a big resource tool that you may not be using to its full potential. There are hundreds and hundreds of site out there as well as thousands of ezines that would love to offer your articles free to their visitors. Now you may be wondering how this will affect you or actually be a resource tool for your website? Well you've got alot to learn, so lets get started.

Your articles can be placed on hundreds of sites around the net to give hundreds of thousands of visitors free access to information on all sorts of subjects. How this translates to you is that when someone reads your article they will start to get interest not only in you but also they will want to find out more about what you offer. So now you think "how do they find out more?". Simple. They will visit your website and as simple as it was to write your article you have now just received a new visitor to your website. A future possible client that will come back to your website not only to view your articles but possibly also to purchase your products. Though the great thing is that it doesn't just stop at one visitors. A single article can bring hundreds or thousands of visitors in its life span online. What a great way to get new visitors to your website at no cost and it is something that you already do every day!

Now if you don't already write articles then you should. They are very easy and if you don't know what to write about then just take a look around some sites and get inspired in the things you enjoy. Also it is a great idea to write about topics related to your website. Most effective articles are around 200-600 words long and contains timbits of information all throughout it. You want to write an article so it is informative but also so that it leaves the reader wanting more(this is so they will want to find out more about you).

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Articles are a great viral marketing tool. The reason they are called viral is that they spread out through many sites. One article can be placed on a popular site and then the visitors from that site use it on their site(of course giving you credit for it). Then other uses for their site and before you know it that one article you placed on one site is now spread out over 50 different sites(or more). This will increase your daily visitors and create an interest in your website.

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About The Author Anthony Jewell has over 6 Years experience in the Web & Graphics World. You can visit my business and join in conversation at http://www.logo2d.com & http://www.logo2d.com/forum . ©Copyright 2005 Logo2D.com : Feel free to use this article freely but please keep in the copyright

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