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Columbus Bar Association chooses gomembers’ Preferred Support Agreement
gomembers, Inc. has announced that the Columbus Bar Association (CBA: http://www.cbalaw.org) has elected to purchase a PSA (Preferred Support Agreement) for its dmg4 association management software solution. “Opting for the PSA to support their...
How To Make More Money
Every entrepreneur can make more money by giving something away for FREE. It is something that you don't have to create, you don't have to buy, and something you already have. It's your expert knowledge. If you are an entrepreneur or business owner,...
Managing Credit Cards Effectively
Credit cards are almost a necessity in today’s society. It has become harder and harder to get through life without plastic. If you want to make purchases over the Internet, guarantee a hotel room, or perform a wide variety of other financial...
Maximize Cost Savings with Increased Efficiency
"The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency." - BILL GATES ...
The Dreaded Direct Question...
(Please have a glass of water within reach before reading this article.) Your personal financial planning is the topic of discussion here today, but not quite yet. First I would like to bring your attention to the issue of bragging. The other...
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Get Free Publicity by Pushing the Media's "Hot Buttons"
Early in my TV career, a consultant from the Magid Company, the people who practically invented TV news research, told me something that helped me enormously through the years.
'There are no dull stories,' she said. 'Just dull approaches to interesting stories.'
It's true. And it's critical to remember if you want to get free publicity from any working journalist in any medium.
All journalists want information that's 'newsworthy.' But just how do you 'make' a story newsworthy?
Here's an example.
One of my customers, James Wilson, recently sent me a draft of a press release he'd written and asked me to critique it for him.
He was hoping to generate some media interest in a report he'd authored about writing copy for newspaper ads.
He said he wanted to strengthen the lead sentence in the body of the copy, which read something like:
'Newspaper ads can be a powerful and productive part of anyone's marketing campaign...'
That's definitely true, I pointed out...but it has ALWAYS been true. An editor would be likely to ask, 'What's new about that?'
Reporters, producers and editors are always looking for 'news value' in a press release. To get a positive response, your release has to say 'I've got news for you!'
So I suggested a slightly different approach.
Here's the revision I sent back to him:
(Headline) It all 'Ads' Up--Newspaper Classifieds Are Back
(Subheadline) Whether you're selling jewelry or jalopies, classifieds are a potent promotional vehicle for small business -- but only if they've got the 'write stuff.'
(Body) In the dash to board what looked like the 'new economy' gravy train a few years ago, millions of business owners switched advertising dollars away from
traditional ads in newspapers.
'A lot of them now wish they hadn't,' according to business expert James Wilson.
'While many internet advertising initiatives never delivered on expectations,' Wilson adds, 'the old tried-and-true newspaper ad still seems to provide a good return on investment.'
'But,' he continues, 'You've got to make sure the ad is well written. Advertising budgets have become so stretched, you can't afford sloppy copy that doesn't get the results you need.' (end of revised release)
Now the copy is hitting a news 'hot button.'
'Hot buttons' are certain universal themes, story lines, hooks, tie-ins and angles that make something 'newsworthy.'
There are dozens of them. Controversy, record-breakers, milestones, celebrities, human interest stories, scandal, conspiracy, government malfeasance, etc.
I call the hot button in this particular case 'myth- busting.'
Myth-busting occurs when evidence surfaces disputing conventional wisdom or accepted patterns of thought.
What's the myth in this case?
The idea that the internet is going to make newspaper ads obsolete.
The report James wrote 'busts' that myth.
Editors, reporters, and producers love to bust myths. It's a big hot button.
So when you're composing a release, remember--you have to find a way to connect your release to a hot button.
Without it...your press release will never 'make the news.'
Instead, it will become 'history.'
About the Author
During his 31 year broadcasting career, George's TV Reports have appeared on ABC, NBC, CBS, ESPN George offers a free 7-day mini course to anyone who subscribes to his free weekly ezine, Register at http://www.publicitygoldmine.com/ea
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