PR and Publicity

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1Press Releases4:09

Using PR & Publicity to Get the Word Out,
Boost Your Search-Engine Rankings and
Attract People to Your Website

 

How would you like thousands, or even millions of people to quickly find out about your product or business? Publicity could be a powerful and somewhat simple way to make that happen.

Publicity is the art and science of gaining public awareness for your product or business – through the release of information to the media (newspapers, magazines, TV, radio, etc) in a way that gets them to create and publish articles and news stories about your product or business.

Although direct contact to journalists and show producers is an effective tool of seasoned publicists, the most common tool used in publicity is the Press Release (also called a News Release) – a document distributed to the media that outlines something newsworthy about your product or business in the hopes the media will find it interesting enough to distribute the information to their audience.

The Press Release typically announces something newsworthy, such as:

  • a product introduction,
  • the hiring or promotion of an individual or organization,
  • an upcoming event, activity or stunt (like talks, seminars and workshops, or publicity stunts that grab the public’s attention – like having people swimming in a swimming pool filled with Jello… something that gets people’s attention but is relevant to your product or business),
  • a video or event that has gone viral,
  • an upcoming tour or open house of your business,
  • receipt of some award or commendation, or
  • a sponsorship or fundraiser.

A typical Press Release is about 350-500 words.

Although any letter or email sent to media in an attempt to get them to publish or broadcast information could be considered a Press Release, the typical format of the Press Release includes:

  • Headline – something that grabs the attention or journalists and show producers while summarizing the primary point of the release (announcing something specific).
  • Dateline and Location – remember, Press Releases are usually providing something newsworthy, so the release date and location are an important element to journalists and show producers.
  • The Lead – the first paragraph of a Press Release needs to quickly convey the essential elements without any wasted words – of what new, why the news is important, and the potential news angles for the story… answering as many of the 5Ws as possible: who, what, where, when and why. Always write in the third person (he, she it) and never in the first or second (I, you) unless inside a quote.
  • Body – the next paragraph(s) generally contain more detailed information, statistics, background and other colorful details. Always write in the third person (he, she, it) and never in the first or second (I, you) unless inside a quote.
  • Quotes – from company executives and subject-matter experts can add color and context to your story while providing journalists and show producers a possible person to interview.
  • Bottom of the Story – end with the least important information (if needed) that may also be interesting to the journalist and their audience.
  • Boilerplate – this is a brief overview of the company or individual, including products or services offered, years in business, location, ownership structure and status in the marketplace.
  • Media Contact Person – here is the name, phone number, email address, mailing address or other contact information for the person the media could contact for more information.
  • Close – this is usually a ### symbol to let them know where the bottom of the release is.
  • Although not necessarily a part of the Press Release, remember that journalists and show producers may also want video, audio, photography, links and other elements that they could possibly use for their website and other multimedia purposes. If you have these or have an idea of how they could be created or acquired, this could also be valuable.
  • Remember, journalists do not want to be sold and do not sell their audiences. The Press Release must be factual, providing interesting newsworthy information, but without hyperbole.After you’ve written your Press Release, go back and start eliminating adjectives, for example. Also, look at newspapers for articles you believe were generated from Press Releases (there are always plenty) and understand what the media are looking for.Also, the major Press Release distribution services, like PRweb and PR Business Wire showcase free examples of effective Press Releases, that may be valuable to review.

 

Here’s a sample of what a Press Release could look like:

 

For Immediate Release

Mayweather Bakery Introduces Obama Bagels

By Martin Ansen
March 11, 2014

Plattsburgh, NY – Locally owned Mayweather Bakery announced today that it will be offering a unique bagel in its store at 121 State Street, fashioned after President Obama’s recently published White House official portrait, starting March 21, 2014.

Store owner John Martini said he expects the new bagel to be popular with visitors to his downtown bakery, not just because of the unusual shape and seasonings, but also due to the expected visit by President Obama later this month to the Plattsburgh area to commemorate the groundbreaking of a new high-speed Interstate rail system.

Martini expects the new bagel to increase the traffic to his store and will be adding staff and seating to accommodate the additional customers he is expecting.

More information is expected to be released the week prior to the President’s visit on April 1, 2014.

About Mayweather Bakery

Mayweather Bakery has been a family owned and operated staple of Plattsburgh since 1977, when Angelo Martini, a first-generation Italian immigrant, brought his unique baking talents to the Upstate New York area. Today his son John carries on the family tradition, providing fresh-baked goods to local schools and restaurants in their signature Bakery-Mobiles. Their store at 121 State Street has been a showcase for new

 

Contact
To learn more, please contact

Martin Ansen, General Manager
121 State Street
Office: (555) 555-5555
Fax: (555) 555-5556
Martin@mayweatherbakery.com

###

 

For a few hundred dollars a Press Release can be distributed to major radio, TV, newspapers and magazines through a paid newswire service, such as:

–       www.PRweb.com and

–       www.PRBusinessWire.com

 

Additional Paid Sources:

  • www.prnewswire.com/ – their iReach program distributes to major online media including Yahoo News for $129 for a basic release and $229/release (with photos) – (https://ireach.prnewswire.com/home.aspx)
  • www.pr.com/  – $30-$100 per Press Release based on distribution.
  • www.businesswire.com – partnerships with 60 national and international news agencies, reaches more than 89,000 media outlets in 162 countries, serving 92,519 journalists with customized news feeds – U.S. distribution starts at $400 for a 400 word press release)

 

Free distribution services are also available, that distribute your Press Release to online and offline media, and can get you valuable backlinks that boost your search engine rankings. Although not as widely reviewed by formal journalists as the paid services, there are many cases where releases in these free services will get picked up by the major media as well.

Top free services will also get you listed in Google News, which is reviewed by many key journalists and show producers.

Note: Don’t submit poorly written junky Press Releases with false or inflated information or you will get banned by these services.

Create an original, well written Press Release and your release will generally get well distributed. Examine the examples here on our site and on the Press Release sites for ideas of how to write a well-received release and you will generally get incredible distribution. Remember, news organizations are always looking for “new” information, so your Press Release may provide a win-win for them and for you.

Here’s a list of some of the best free news release distribution services, most of which will get your Press Release listed on Google News.

 

 

 

For additional distribution of your news story or Press Release, AvantGate has an excellent list of free PR submission sources. These range from National Public Radio to NewsWire Today and 48 others, which are all connected to much wider news distribution.

To submit your Press Release, you will often need to set up a free account or paste your Press Release into their submission box.

Here’s a link to their list:

http://www.avangate.com/avangate-resources/article/press-release-distribution.htm

 

Creating a Press Kit and Media Section of Your Website

 

When the media come to your website, it helps if you have a PRESS or MEDIA section, where they could quickly find contact information of someone they could speak to, information on your business and/or products, previous Press Releases, and perhaps even links to articles published about your product or business if they are available.

Also, if some media are interested in doing a story about your product or business, or if you are trying to get certain media (like a local newspaper or news show) interested in doing a story, you may want to create a Press Kit that you could send to them.

This could include a copy of your Press Release, relevant company information like a Fact-Sheet, brochure or additional information describing your product or business, contact information and/or a business card, statistics and interesting visuals that could be used, links to videos or anything else that could be useful to them, potential questions for radio and TV interviews, and anything else that could help them decide to cover your product or business.

Especially to radio and TV show producers, if you could provide them with a “Show-in-a-Box” that could really help. A “Show-in-a-Box” means you package many key elements so they could pretty well get videos, people to interview, locations to visit, and/or anything else that could turn your segment into an interesting show… but with little research or effort on their part.

Also, your Press Kit should be in a somewhat flashy envelope, maybe a bright color, so it stands out. This way, when you contact the producer or journalist, you could say, “Mine is the Green envelope. Do you have it?”

 

Using Media Columns and Shows to Attract People
to Your Website

 

Depending on the type of product or business you have, it may make sense that you could become a regular guest on TV, radio, or in a newspaper or magazine – either print or online versions, or that you could get your own show or column in a newspaper or magazine.

Media are often looking for people who could provide ongoing content that’s valuable to their audience, and this could be a powerful way to build credibility and visibility for you and your business.

Getting a regular column in a local newspaper can be easier than many people realize, and can help boost your credibility while bringing a steady stream of clients to your website and business.

Robin Thompson is a financial planner who contacted her local TV station to offer herself in case they ever wanted an expert to interview. Shortly thereafter, they called and had her answer some consumer budgeting questions on their show.

The producers and guests liked her so much, they asked her back a few times. Eventually the producers created a regular spot twice-a-month for Robin’s “Consumer Budgeting” segment.

Although it’s proved to be a lot of work, the celebrity-status she’s gained from these regular TV spots has increased her income and the amount she is able to charge clients.

 

Converting Media and Publicity into Paying Clients

 

In these segments, Robin periodically sends viewers to her website where she provides worksheets and valuable tools they could use. All they have to do is opt-in (provide their email address) and they will gain access to these valuable tools.

By using the opt-in, she now has the email addresses of hundreds and thousands of potential clients, coming from her show appearances. From here, she could send them an email inviting them to a free consultation, which could lead to their becoming clients.

Whether you get a regular show or column, or are simply invited to provide information on a single segment, this technique of inviting people to visit your website to get something valuable, with an opt-in, could be extremely valuable.

Especially if you can offer something of real value that relates to your product or service, this can be a real win-win for you and for them.

Once you have their email address, inviting them to try your product or service could have significantly better results, as they already know you from the appearance or article. From here, converting your media appearances and publicity into paying clients could be significantly easier than other means, where you may be a total stranger to them.

 

Using HARO to Get Featured on Major Media

 

Did you ever wonder how news organizations are able to get so many experts and people with a certain experience on their show or in their article?

If you are trying to get national publicity for you product or business, there is a service that could be helpful in suddenly getting you showing up on a major show or in a major publication. It’s called HARO – an acronym for Help A Reporter Out.

HARO is a service where journalists and show producers post a list of people they need for a story they are working on. If you can twist your company’s story to fit their article (which is often pretty easy with a little creativity), you can find yourself in a major article or show quickly and with relative ease.

If you are responding to a TV or radio query, get some public speaking training from Toastmasters or some other source before you submit to these. But in general, by responding to these, you could get your product or company featured, often with a backlink to your website.

Once you sign-up for HARO, you’ll get a daily email with a shopping list of who reporters are looking for. To get accepted, you’ll need to respond quickly and be relevant to the topic.

To sign up for their free service, here’s a link: www.helpareporter.com/

Remember, to get accepted, you must respond quickly. They are generally first-come first-served.

Below is a list of requests from a recent HARO email. (Don’t respond to these – they are already expired.)

********* INDEX ***********

 

Biotech and Healthcare

1) ADHD experts–psychologist and/or MDs (EverydayHealth.com)

Business and Finance

2) Security threats posed by your vendors (Freelancer for American City Business Journals)

3) Women with MBAs get short shrift (HRM Canada)

4) Has your business benefited from a PayPal working capital loan? (MyBusiness Magainze (NFIB.com/MyBusiness))

5) I need an industry interviewee who can provide information about asking for raises (BellaOnline)

6) Incentives for Whistleblowers (i-Sight.com)

7) Looking for leaders in HR technology (Anonymous)

8) Top Tips for Connecting with Customers on Social Media (GrouponWorks Merchant Blog)

9) Growing your business through social media (Technology for Business Sake)

10) Stress-free ways to pay off your home loan (Yahoo! Homes)

11) Looking for retailers on Instagram (Anonymous)

Education

12) Expert on education tax incentives (Schools.com)

13) Interview professionals in Philadelphia (CBS 3 Local News website)

14) College Smart Radio – Tackling the Runaway Costs of College – a Bay Area weekly radio show (KDOW-AM (AM 1220))

15) College degrees to avoid (education.yahoo.com)

Entertainment and Media

16) Are Financial Issues Coming In Between Your Relationship? (Anonymous)

17) Social Media’s Effect on Hollywood Casting (Anonymous)

18) Interested in the Corset Diet? (NY) (CBS Television Distribution)

19) Calling all women that want to live longer! (NY) (CBS Television Distribution)

20) Calling all identical twins (CBS Television Network)

21) Looking For Women That Use Their Husband’s Razor (NY) (CBS Television Distribution)

22) Looking For Women That Brush Their Teeth in the Shower (NY) (CBS Television Distribution)

23) Looking for women that wear the same shoes 2 or more days in a row (NY) (CBS Television Distribution)

General

24) Experts in the philanthropy industry to discuss the future of the sector (Book (Paperback/Digital))

25) What Does It Really Mean to Be Feminine? (Beyond Black & White)

26) Noteworthy or Famous New Yorkers: Do You Still Remember An Apt. You Loved and No Longer Live in? (BrickUnderground)

27) Water filtration for outdoor camps and hikes (NA)

28) Monolithic Concrete Homes (The New York Times)

29) Need to speak with a veterinary nutritionist (Time Inc./Purina)

30) Importance of routine to kids (Deseret News)

31) Home Security and/or Stalking Expert Needed (CafeMom)

32) Flip Flop & Sandal Season (The Vail Daily)

33) “Mom” chores vs “Dad” chores — Who does what around the house? (Anonymous)

High Tech

34) Attracting tech talent – SXSW (The SpareFoot Blog)

35) San Francisco news outlet seeks Android user (ABC San Francisco)

Lifestyle and Fitness

36) Seeking advice from husbands (Redbook – Online)

37) Need etiquette expert on relationship and dating situations (Anonymous)

Public Policy and Government

38) Did Hitler Survive Berlin? (The Guardian – Los Angeles Bureau)

Sports

39) Insights from sports agents (Price of Business)

Travel

40) Best Tips and Advice for Alaskan Cruises (Travelzoo.com)

41) #1 Rated Podcast Looking for Overseas Real Estate Agents (IREL Podcast)

42) Sexy cities: Top destinations for a summer getaway (The Huffington Post)

 

(DETAILS FOR THE ABOVE REQUESTS)

Biotech and Healthcare

1) Summary: ADHD experts–psychologist and/or MDs

Name: Kristen Stewart EverydayHealth.com

Category: Biotech and Healthcare

Email: query-3s02@helpareporter.net

Media Outlet: EverydayHealth.com

Deadline: 7:00 PM PST – 14 March

Query:

I’m looking for experts for several articles. Please let me
know which article (or both) you/your source is appropriate for
…

1. MD or psychologist specializing in adult ADHD who can answer
questions about women with ADHD being more likely to suffer
moodiness, anxiety and/or eating disorders and men with ADHD
being more likely to experience a substance abuse issue

2. MD or psychologist who specializes in adult ADHD who can
answer questions about positive and negative traits of employees
with ADHD and how an employee can approach a boss

Requirements:

Ideal sources will be able to answer questions by email by next
Wednesday, March 19th.

Please include a little about your qualifications and what makes
you a good source.

Back to Top Back to Category Index

———————————–

Business and Finance

2) Summary: Security threats posed by your vendors

Name: James Ritchie Freelancer for AmericanCity Business Journals

Category: Business and Finance

Email: query-3rzq@helpareporter.net

Media Outlet: Freelancer for American City Business Journals

Deadline: 7:00 PM EST – 16 March

Query:

I am writing about the security threats — both IT-related and
physical — that companies face from their vendors. Are they
taking steps to mitigate the risks that repair workers, business
consultants, temporary staff and others might pose? What are the
most serious risks related to facilities, IT systems/data and
employees? What are the best ways to mitigate the risks?

Requirements:

Priority is on independent sources such as consultants or
professors (rather than security vendors). Also interested in
talking to a company in any field that has effectively dealt
with this problem (but isn’t selling a solution). Feel free to
send an initial thought or two and a quick way to reach you.

Back to Top Back to Category Index

———————————–

3) Summary: Women with MBAs get short shrift

Name: Caitlin Nobes HRM Canada

Category: Business and Finance

Email: query-3s1z@helpareporter.net

Media Outlet: HRM Canada

Deadline: 7:00 PM EST – 13 March

Query:

Statistics show women with MBAs still earn less than their male
counterparts. Are you a women with an MBA who has noticed this
bias? Talk to us about your experiences.

Requirements:

Woman with MBA, preferably in Canada but happy to talk to anyone
in the USA as well.

Back to Top Back to Category Index

———————————–

4) Summary: Has your business benefited from a PayPal working capital loan?

Name: Clare Curley MyBusiness Magainze (NFIB.com/MyBusiness)

Category: Business and Finance

Email: query-3s2h@helpareporter.net

Media Outlet: MyBusiness Magainze (NFIB.com/MyBusiness)

Deadline: 7:00 PM EST – 13 March

Query:

Hello – I’m seeking small business owners who have gotten a
PayPal Working Capital loan. I’m interested in how much it was
for and how it has impacted your business. Please include your
name and contact info. Thanks!

———————————–

ALSO SEE

Viral Marketing

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How will you bring “qualified” prospects to your website or web platform?

Search Engines | Social Media | Directories | Press Releases, PR & Articles | Blogs | Posting Expert Comments on Forums | Article Directories / eZine Directories | Video and Blog Sharing Sites | Articles on Partner Sites / Partner Newsletters | Affiliates / JV Partners / TeleSummits and Alliances | Emails / Email Newsletters | Banner & Text Ads | Webinars / Teleseminars | Viral Marketing | Tell-A-Friend | Promotional Marketers | Offline Marketing

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