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How to Hit the Public Relations Bullseye (the first time)
So, what IS a public relations bullseye? The public relations professional must modify somebody’s behavior if he or she is to hit that bullseye and earn a paycheck – everything else is a means to that end. Here’s why. In public relations, a...
Managers, Start Your PR
There’ll never be a better time for a manager working for a business, non-profit or association to ask this question: “Am I getting the public relations results I’m paying for -- the really important external audience behaviors I need to achieve...
Non-Profits Need New Strategies to Weather Budget Crisis
Non-profits everywhere are facing very difficult times as government funding is dwindling and public need for services is increasing. Sitting at my local county budget hearing on recently, it was quite obvious that many organizations are in panic...
Tips For First-Time Homebuyers
(NC)—Near record low interest rates are opening the doors of homeownership for many Canadians. "This may be the perfect time to consider purchasing a home," says Gail Kassie, Director, Mortgages and Home Financing Products, BMO Bank of Montreal....
TR Cutler and Peggy Smedley to Address PRONTO North America Users Conference
Peggy Smedley is the editor of Start Magazine and will be addressing the first annual PRONTO North America Users Conference on Thursday, May 5th. Smedley was recently profiled in the Wall Street Journal and authored Mending Manufacturing, How...
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Generating Publicity: Will The Media Be Interested In My Product/Business?
When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.
A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That “media bullhorn” can also do wonders toward educating consumers about your product. But does your product -- and it’s media pitch -- have what it takes to attract the media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, the types of products and pitches that lend themselves to the best media exposure include:
·home/garden products ·kitchen/cooking/food products ·consumer electronics ·automotive accessories ·home repair/DIY tools ·personal health/medical/fitness products ·recreational/outdoor products ·experts (business, health, technology)
If you have a new or under-publicized product in one of these categories, the media could be a good friend to you. However, you first have be a friend to the media. Your product (and pitch) needs to have what the media calls a “news peg” -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to the 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor’s pitch and product that is easier to cover.
·Can you provide a media sample? ·Do you have quality photos of the product? ·How can the product be purchased: in stores, catalogs, online, by phone? ·Can you arrange a
quick interview if needed?
Products/services that don’t really lend themselves to media interest or publicity are things like:
·website developers ·cell phone/printer cartridge sales ·vitamin supplements ·insurance ·financial planning ·MLM/downline schemes
I’m not implying that these types of businesses aren’t media worthy. I’m simply saying that from a media interest, editorial standpoint, there are thousands of competing product and businesses like these on the market and unless they are offering something truly unique, they lack that “news peg” that will attract the media’s attention. If you are launching, let’s say, a new garden tool that is very similar to many other garden tools on the market, don’t expect much interest from the media in putting together a feature. You can create that news peg by answering a few questions:
·How does your product differ from competing products already on the market? ·Why should the media and subsequent consumers be interested in your product? ·Does it provide a solution to an existing problem for consumers?
Bottom line -- an expertly maintained publicity campaign can help forge wonderfully reciprocal, mutually beneficial relationships with the media. Reciprocal, in that the media constantly need interesting information to put together their product profiles and business features -- and YOU need constant media exposure to get the word out. If your product or business can meet the media standards mentioned above, you could benefit greatly from some solid nationwide media exposure. Getting your product mentioned in print articles and on TV/radio shows nationwide will help spread the word to customers -- and at a fraction of the cost of a nationwide advertising campaign.
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 inventions. http://www.spreadthenewspr.com todd@spreadthenewspr.com (785) 842-8909
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PR.com: Directory of Businesses Jobs Press Releases Products ... |
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PR Newswire - news distribution, targeting and monitoring |
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PR Week Magazine |
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Public relations - Wikipedia, the free encyclopedia |
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Puerto Rico - Wikipedia, the free encyclopedia |
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The Public Relations Society of America (PRSA) |
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CIA - The World Factbook -- Puerto Rico |
Profile of Puerto Rico by the Central Intelligence Agency (CIA). |
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Center for Media and Democracy - Publishers of PR Watch |
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Edelman |
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Online Public Relations Home Page |
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Chartered Institute of Public Relations, CIPR, the professional ... |
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PR News Online — Trusted Source for Public Relations News, PR ... |
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O'Dwyer's Public Relations News - odwyerpr.com |
Features breaking news about the public relations industry, a database of PR firms, listing of PR service firms, client search tool and job postings. |
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PR News Online — Trusted Source for Public Relations News, PR ... |
E-letter. The latest news on public relations delivered FREE right to your inbox. ... Share ideas with your peers in PR News' just-launched Forum ... |
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Linux PR: |
Comprehensive Press Release and Public Relations resource for the Linux community. |
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Escape to Puerto Rico - Your Internet Guide to Puerto Rico |
Internet guide to everything Puerto Rico. Offers lots of photos, accommodations and travel information from around the Island. |
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