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A Cool Email Communication Tip
If I sent you an email that said: “The Big Bear is being replaced by Giant Eagle.” you probably would have no idea what I was talking about. First you would try to figure out what “Big Bear” and “Giant Eagle” meant. You would surmise that these...
How 7 Articles Made Me $4,800...
It's a strategy that the top marketers have been using for years and years now - they even tell us to do it, but most of us are just too lazy! Well, I crawled out of bed and decided to test the strategy and was absolutely blown away! Over the...
How Much is In-store 'Insurance' costing You?
REPRINT GUIDELINES: Please feel free to reprint this article in your ezine or on your site, as long as you leave all links in place and include the resource box as listed above. A quick email to inform me would also be appreciated. Thanks. ...
Military Loan and Military Loans
Military loans are made available to active servicemen and retirees and are one of the great benefits to those who have served their country. A military loan can be a wonderful way for military personnel to make much-needed home improvements, get...
Retailing Comes of Age
Have you been to buy any dog food lately? Do you remember the days when you just picked it up in the supermarket and kept walking? Walk into any pet “box store” today and it’s a whole new experience. Prior to purchasing today’s canine’s lunch, you...
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How to Run a Successful News Release Program
Marketing public relations gives you cost effective ways to reach your audience. The trade-off, however, is time. It takes time to develop and execute public relations programs. It can take time for these programs to yield rewards.
Here are six simple steps for developing a news release program that extends your reach and generates inquiries at a fraction of the cost of advertising.
1) DETERMINE YOUR AUDIENCE AND MESSAGE. If you have a marketing or communications plan in place, you already have audiences and messages defined. No need to reinvent for your news release program, although you may need to select audiences and messages that are most appropriate.
2) BUILD A LIST. Once you know your audience, you'll need a list of publications they're likely to read. A great place to go to create a list is http://www.medialistsonline.com -- a service of Bacon's. It's reasonably priced and fast. The downside is the lists come with no updates. You may need to re-purchase your list several times during a year. Or it may make more sense for you to buy a media directory subscription.
However you build your list, make it broad. With a news release program you can send releases to many more publications than you can afford to advertise in. Sending a release just entails paper, printing, a photo, an envelope and a stamp.
3) DETERMINE NEWSWORTHY TOPICS. This is a tricky but critical step. You'll need to think like a member of your target audience. What's going to interest him or
her? Usually it's new stuff -- products, services, applications, literature, software. If you don't have these to write about, your news releases might not get past the editors' trash can.
4) INCLUDE A PHOTO. Publications can be hungry for visuals so send one with your release -- a photo, illustration, chart or graph. In most cases a 3" x 5" glossy B&W print and a color slide will work. Be sure to send good quality visuals since the quality will reflect on you.
5) SET A SCHEDULE -- AND STICK TO IT. Sending releases regularly lets editors know you're reliable. If you have six topics for the year, send out a release every other month. Twelve topics -- one a month. General rule for monthly publications is one release per editor per month.
6) MEASURE RESULTS AND LEARN. It takes about three months before your releases will show up in monthly publications. Less time for pubs that come out more often.
Track what runs, where it runs, how much space you get and inquiries generated. You can use this information to measure results and improve your program.
Copyright © 2005 Claire Cunningham
About Claire: Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 (Fax: 763-479-2809, e-mail: claire@claircomm.com)
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