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PR - Media - Spin - All That Jazz!
Public relations can be a very powerful, far-reaching tool for small businesses, or even individuals. It delivers a big impact for very little cost. But it can also be trouble when not managed well. It’s definitely a double-edged sword. Just ask Martha or Janice.
Compelling Fact #1
Launch release - MarketUP
Accessed: 39,571 timesMedia pickups: 531
Search engine rankings: Google ranging 1-11 within 30 days
Links and leads from Google: Increased 650%
How to get results
Use press releases judiciously as part of an overall marketing and communication mix. The “story” should be interesting and newsworthy, NOT a pure pitch or advertisement. Yes, by all means announce a product launch, but make sure the content provides some actual benefit to your audience. Remember that the media are always hungry for stories they can use: Give them what they want.
Compelling Fact #2
New site launch - Beauty Is Science
After only 48 hours
Accessed: 20,861Media pickups: 351
Calls from producers of video newsreels, Inflight Profile, and infomercials
PR is also a great way to keep your clients, prospects and the community informed about your activities. Because the online wire services have become easy to access, many sites populate targeted content automatically with news feeds. For example: you customize your homepage on Yahoo, and choose the kind of headlines you want to see. Yahoo pulls those stories, untouched, directly off the newswires. Automation like this can put you in front of millions of eyeballs. So – make sure that what a reader sees is what you want them to know, because press releases are FOREVER. They are archived, passed around, and searchable.
Compelling Fact #3
Social change - Berkeley School District’s inadequate treatment of special needs children
Accessed: 14,150Media pickups: 208
District reaction: New resources hired, training procured
The other thing press releases can do is raise your profile in the search engines. Google, Altavista, Hotbot and others constantly queries news sites, and one well-written release with the right intro and keywords
is worth hundreds, even thousands of dollars in click-through advertising. Our own launch release put MarketUP on the search engine radars faster than any submission process, and is still generating traffic three months later.
Compelling Fact #4
Rocket-Hire – Buyer’s Guide announcement:
Accessed: 8,698Media pickups: 320
New Sales: 6Search engine ranking: Elevated
Our most recent release, for our client Beauty Is Science, went out just over 24 hours ago – and you can see the results up above. Plus, I’ve fielded calls from video newsreel producers, InFlight Focus and an infomercial producer wanting to run stories based on the press release.
Some tips for PR:
• Pick a professional to help write the content. Writing newsworthy material is definitely a science.
• Make sure the article is focused, and has plenty of relevant data, links, and quotes.
• Provide a way to make instant contact if someone is interested in more information.
• Don’t forget to include your URL!
Some reasons to submit releases:
• Launching a business or website
• Introducing new products and services
• Announcing new partners, promotions, alliances or significant management change
• Signing new clients or distribution channels
• Supporting a community, non-profit, or holiday event
• Announcing awards
• Celebrating an anniversary
So if you haven’t given PR a shot, or you published one release ages ago when you first launched and it’s gathering mold on your website - think again about accessing this valuable conduit to reach a broader audience of potential buyers.
Feel free to write Donna Lehman with comments and suggestions: dlehman@market-up.com
About the Author
Ms. Lehman is Founder and Principal Consultant of MarketUP. She authors Knowbits, a monthly ezine of marketing tips for small business. MarketUP is a Berkeley, CA based consultancy for a number of startup and small-mid sized companies. Prior to MarketUP, Donna spent more than 17 years doing design, communication, and B2B marketing for start-ups and Global 100 conglomerates in various industry sectors.
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