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Getting More Publicity with Trash-Proof News Releases – Free Ebook

Getting Real Publicity - Trash-Proof News Releases - Free Ebook

Short link for this post: goo.gl/FTvDzq

Someone asked “does any one use news releases any more?”

I laughed. It may come as a surprise to people, but I still do write news releases and send them out to custom targeted media lists.

And guess what. They still work. I even wrote a book about them.

But there’s a catch. There are no guarantees. The psychology o dealing with media has not changed. There are however, a lot more media – people who publish in one form or another.

The technology has and continues to evolve and there are more types of media technology and platforms.

But to be featured or interviewed has not evolved significantly. The news release is still a viable and in fact essential tool that you need in your marcom (marketing communications) toolbox.

What is a news release?

My definition has not changed:

A written proposal:

– containing a request for media coverage (feature stories, interviews or product reviews).

– and/or an offer to provide media the content needed to achieve that end.

A news release is either:

– sent directly to media decision makers directly (e.g., by fax, email, street mail, in person, etc.); or

– placed where they can find it and use it (as when it is posted to web site either your own or using a news release distribution service).

A news release is not an advertisement.

You do not pay for coverage and do not control what the media says. It is a document that seeks to persuade media to give you media coverage.

Your degree of success is often based on how much of what you give them to do their job is actually used.

You must provide media with information that matches what they are accustomed to publishing (or producing). Usually this means the content must be news, education or entertainment, or opinion or commentary.

If you have a different objective, then perhaps you should not be thinking what you are writing or need to write is a news release at all.

It’s OK to have a different objective. There are other types of marcom (marketing communications) you can choose to achieve a goal. It also means your target audience is not likely to be media people. You will need a different targeted list of people to match your objective.

And even when you send out a news release, some media will view you as a target for money since after all, that is how they make a living and they do run publishing businesses. So do not be surprised when media send you sponsored post requests, or email that pushes you to participate in their business (and pay for the privilege).

Trash Proof News Releases

But if objective publicity in media is what you want, you write a news release. You mus earn the right to be featured. This is a gauntlet since you need to provide exquisite quality that meets the media needs – readership and editorial elements, and more.

The first version of the book Trash Proof News Releases captured the lessons learned for getting publicity at the peak of the fax era, and covered the techniques I had developed running Imediafax – The Internet to media Fax Service. It was published in the year 2000.

Faxes died as a technology at the turn of the 21st Century. Email took its place. So we stopped sending out faxes and switched to email html with graphics and links.

Trash-Proof News Releases was revised and published again to focus on and illustrate the techniques that work best using email to reach media and get coverage. It was published in 2015.

The one major change that has occured since then is the continuing changes and evolving changes to search engine algorithms starting with the Google Panda and the Hummingbird updates. It is no longer effective to use free news release distribution services and expect them to have your news release posted all over the Internet and in news search engines. The search engines now routinely penalize duplicate content and require sites to place a no follow command when a news release is posted so that they are not indexed and then found by the search engines.

So quality content was elevated over spam. And now, if you use a news release, your purpose and goal is to persuade the media to do their job using you and your creative work as the centerpiece of their coverage.

You need to learn and recognize that they will require you to help them create unique content so that what gets published or produced meet’s their needs and maybe if you are lucky, some of your own.

The other major change is that you can now find media and pitch journalists and producers on social media.

These were major motivators behind the decision to first create Search Word Pro which evolved into the new creation Presari www.Presari.com

Presari helps you create the keyword strategies and the best content you need to use to find and reach out to media of all types using search engines and social media platforms. You can now search for whatever you want and find all sorts of influencers anytime. Yes, the search engines can set you free.

Free Trash Proof ebook downloads

The link below goes to a PDF file copy of the 2015 Edition of Trash Proof News Releases.

The free download also includes in a one hour Powerpoint Presentation I developed and gave to audiences all over the country. The original title of the presentation was How to Make the Media Fall in Love with You. This version is titled Trash Proof News Releases (and other Marcom) That Really Work.

Enjoy

Trash Proof News Releases ebook download (PDF):
http://test.directcontactpr.com/s/K6808840019040

Here’ a clean link to just the presentation:

Trash Proof PPT Presentation (PDF): http://test.directcontactpr.com/s/L7810140021762

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Getting More Publicity – The 3 I Technique Video

So many people struggle when they pitch media for coverage. They really don’t understand what media want and need.

The 3 I Technique makes it very easy to select the best topic and then nail it on the first try.

And with news search engines to aid you it doesn’t matter where you are are at all. You just search on your keywords to identify the most recent media coverage.

Then you use the 3 I Technique and design a proposal for media coverage that matches readership interest and editorial style. Push the conversation forward in a new direction carefully and strategically.

Publicity Planner for 2014

Publicity Planner for 2014 - a forward-looking publicity calendar to help identify opportunities for media coverage and publicity

Every year I create a forward-looking publicity calendar to help identify opportunities for people which is available in a free pdf file download.

It contains a lot of unusual holidays so that you can get creative, think ahead, and identify ways to tie-in to calendar events well in advance of the day they occur.

Here’s the links to the Publicity Planner for 2014:

http://www.directcontactpr.com/files/files/publicitycalendar2014.pdf (full color)

http://www.directcontactpr.com/files/files/2014PublicitycalendarBW.pdf (light color version for printing)

Share freely. Happy Holidays everyone! Stay safe. Enjoy!

Getting Your Name Out There

Quick answer to the question "How do you get your name out there?"

Go where your people are. Learn what you need to do to turn them on.

Help the people you can help the most. Undersell and over-deliver.

Do what you do best and do your best at all times.

Create a menu of options with prices and charge reasonably for lots of small deliverables in units of time, service and product.

Create and deliver candy that makes people want more of what you have available.

Create recipes for abundance, happiness and success that are truly worthy of being shared.

Give as much as you can and encourage people to share what you offer.

Publicizing Clients Before or After PR Success

Ethics and tactics of publicizing clients before and after PR success

A question came up in the Small-PR Firm group at Yahoo, about whether and how to best leverage the fact that you got a new client. Some comments said it’s OK to do so, while others indicated they had concerns about doing so. Here’s my opinion on the ethics of doing so and the proper and best way to leverage one’s PR achievements.

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We are in the business of doing PR for clients and ethically, how they do their marketing is critical and sensitive business intelligence that we do not have the right to share freely. I feel that the very fact they have hired a PR firm or specialist is a privileged piece of marketing information and it is very poor professional conduct to share that without client permission to other people in the industry.

The release of this type of contracting information can be damaging to the client no matter what type of publicist or professional service provider you are. The client gets hurt because you may be good or you may be not so good. Either way, the competition gets to know what your client is doing and can counter that move in the marketplace.

You can get hurt if you promote the client if: 1. They don’t want you to and they get upset if you do; and 2. If you then fail to produce the expected PR performance. Either way, your reputation is tarnished with the client, and possibly in the marketplace if it gets out that you can’t be trusted. You won’t get referrals this way.

That said, the publicity achievements we get for the client are fair game. That information is far better to use in our PR promotions anyway, since it reveals and showcases the ROI we are capable of.

You can share PR achievements in lots of highly visual, colorful and impressive ways:

* Using a series of links to media posts, clips, or audio clips in an email (four or five links to top media with client names or project or news release headlines)

* Take photos of the paper coverage or of the best moments in a TV clips.

* Post ongoing PR successes each day to a “Clients in the News” page on your web site or a similar dedicated Facebook page with photo imagery and links each time you get something noteworthy. You can just send the FB link to prospective clients. You can place a link on your web page that goes here too.

* Do the same on a blog. Post the achievements and tell PR success stories with photos and links. Make these posts keyword rich and it will improve your search engine placement.

* Create a Portfolio or Experience page on your web site, and place the Portfolio button on your navigation bar so people can see it. Get your programmer to create a web form that allows to add posts with photos and dates. Over time these client lists can get lengthy and will be quite impressive.

. Create Slide shows from Powerpoint presentations and even Word docs showing the PR success visually. Then turn these into videos you can post or send. This is the type of “Project” you can post to LinkedIn. You can also post them on your website and use them in all your other marketing communications.

. You can use prior performance and your creative works to build and formalize your own referral network. Every now and then, you contact your clients and ask them to celebrate you or something you have done, you’ve created, or are doing. This way, you create something superbly helpful and you ask your clients to give it to people who might benefit from the type of problem solving answer you have offered.

I highly recommend you just forget about posting news releases about your own company to the online news release distribution services. With the Google algorithm changes, the only media coverage that really counts is “earned media” with truly educational and helpful content. You can read all about this here:
http://blog.directcontactpr.com/2013/09/google-changes-to-the-world-of-news-release-distribution/ or http://goo.gl/rf8yLQ

You want to use the very same tactics we use for clients to improve and enhance your own professional branding. Write problem articles, get them published or posted on industry sites. Write a regular book even a series of mini-books and use them as calling cards to get clients to know you are the best. Every time a client asks a technical question, create a really good answer. Save these Q & A’s and build up an arsenal of them. Post them to your blog and again, turn them into a multitude of useful marcom and use them in all the prospect interactions you have appropriately.

Hope this helps.

Using Publicity to Overwhelm the Impacts of Illegal Downloads of Electronic Versions of Books and other Products

Using Publicity to Overwhelm the Impacts of Illegal Downloads of Electronic Versions of Books and other Products

I can’t advise you on how to prevent it or stop it, although there may be techie ways to reduce the risks. I believe that there are evil people out there and you cannot avoid all of them if they want to steal from you.

I honestly think spending time chasing down the evil people is a time-wasting negative spiral that will fail to produce meaningful success or personal satisfaction given the choices you have to create the positive platform you want to achieve success.

What you can do is market and promote and publicize so effectively and thoroughly that the number of people who steal from you is de minimis compared to the income that you derive from your publishing and other related sources of income, and because of the sheer power, presence and reach of the personal and professional brand you have created for yourself.

Focus on helping the people you can help the most. Get out there in front of the people you want to reach so many times and give them such quality content, advice, information and entertainment that the links to your articles and posts you get on your own and other people’s sites simply overwhelm the organic search results that contain the links to the illegal download sites.

Be so active in media and the online communities you can participate in that when a question pertaining to the subject of your area of expertise comes up, you are top of mind because the wonderful things people are saying about you block the discovery of the sites that cause you harm.

You have the choice. You can be passive and stay in the ‘if you build it they will come’ mode (very similar to the ‘pray and do little if anything’ mode), or you can decide to get systematically active with your marketing communications and realize that every day gives you the opportunity to reach out and answer someone’s question and share the answer so that tens if not hundreds of people see that answer and are presented with a new reason to call on you.

Even one article or post a month, shared on twenty blogs and media sites per month is 240 new incoming links in a year and then you also get the Tweets, FB shout outs, and other social media links that go with those.

So you want to know what to do? Ignore them. Build your platform! Choose to do the things that you need to do to be successful for yourself. Focus on your outreach. What you focus on will get bigger.

If you want to be flying with the eagles, stay away from the turkeys.

Book Review: How to Make a Million Before Lunch by Rachel Bridge

Book Review: How to Make a Million Before Lunch by Rachel Bridge

Book Review: How to Make a Million Before Lunch by Rachel Bridge

Rachel Bridge has made good use of her vantage point as the Enterprise Editor at The Sunday Times in London, England and compiled a book filled with stories and tactics that have contributed to the sustainability of businesses of a wide variety of types and sizes. Her observations and conclusions are based on watching and talking with entrepreneurs and cover the gamut of creating and running a business from start to finish. The book is chock full of stories and examples of ideas intended to help start-ups and existing business owners survive the risks and thrive in the marketplace. It is a delightful and easy-to-read book filled with helpful ideas and essential advice that will be appreciated by anyone who wants to solidify their understanding of basic marketing and promoting.

Published by Virgin Books, the book is available at Amazon.com.

For more information visit her website www.RachelBridge.com

Malcolm Gladwell on Social Media

Malcolm Gladwell on Social Media

Malcolm Gladwell triggered an avalanche of protests and howls from social media lovers for his analysis and commentary of social media in his article in the New Yorker magazine.

Here the links to the original October 4, 2010 article in The New Yorker

http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell?currentPage=1

This one goes to Mike Isaac’s tech column in Forbes

http://blogs.forbes.com/velocity/2010/10/20/malcolm-gladwells-response-to-critics-of-his-social-media-piece/?boxes=techchannelblogs

Here is Twitter founder Biz Stone’s response in The Atlantic magazine.

http://www.theatlantic.com/technology/archive/2010/10/exclusive-biz-stone-on-twitter-and-activism/64772

And for my own history of rants and raves on the subject of social media and the difficulties of communicating meaningfully with people:


http://blog.directcontactpr.com/public/category/social-media

Hey, if it works for you, do it. If it doesn’t, do something else, and figure out what works.

Book marketing – face to face up close and personal

Book marketing case study of book marketing success by a self published author

NYT Randy Kearse story
I love this. Here’s a story that illustrates one of my primary rules for getting publicity.

Take a look at The NY Times July 9, 2010 feature story about self published author Randy Kearse selling over 14,000 books by himself on the subways of New York City

This story illustrates The DPAA+H Rule. The story captures the five essential elements of a great human interest feature story:

It’s DRAMATIC and PERSONAL

It tells a story about a real person who seeks ACHIEVEMENT IN THE FACE OF ADVERSITY

Finally it adds in an element of HUMOR.

It’s all here and this story shows how it can be done.

This story illustrates another of my key concepts – The Miracle of the Microcosm.

Randy has developed an experience based communication script that captures his magic words that turn people on and get sufficient numbers of people to take action. They buy his books.

He has a specific goal and knows that he must present to enough people to hit his goal each day.

He has developed and documented a systematic repeatable process for achieving a known level of financial success each day.

The article talks about Randy in ways that make him very likeable and very approachable. Several of his books are also mentioned along the way and he is positioned as being a very helpful dedicated and innovative individual who seeks to achieve financial success while he does his best helping others.

This is a beautiful example of the best publicity one can get.

Congratulations to Randy Kearse.

Book Publicity for Fiction Writers

22 Questions for Fiction Writers to Answer and Use to Get More Book Publicity

One core set of quality content that’s entertaining, educational and sheds light on your personality and the unique things you bring to your writing and the value it has for people all make for a good recipe for author success with the media.

What can you talk about that’s interesting and invites people to learn more about you and your book?

1. Describe your book in 50 words or less:

2. How did your book come about?

3. Can you tell us about the story and a bit about the main characters?

4. What has been your experience with (the subject of your book)

5. How does it relate to what happens in your story?

6. What are some of the rules or prejudices you’d like to see changed about (your subject)?

7. How did you do your background research?

8. Where do you research information for your books?

9. How has the community responded to your work?

10. How did your work on this get started? Where do your characters come from?

11. What can you say about (aspect of writing) and what it plays in your work?

12. What do you find to be most exciting about (name the issue)?

13. How did you get your start in writing? What, if anything, lit the “spark” to get you started and keep you motivated?

14. What are you currently working on?

15. What are your favorite and least favorite things about being a writer?

16. What do you do in your spare time, when you aren’t writing?

17. What was the last book you read and would you recommend it?

18. How have the books you’ve read influenced the books you write?

19. What do you do when you’re having writer’s block to “shake” it off?

20. Have you ever had to overcome real tragedy or hardship in your life?

21. What makes a good (type of book, e.g., thriller?)

22. What do you enjoy more, writing or discovering other people’s work?

If you write 50 to 100 word answers to these questions you can then offer them to media as a news release, feature story content about your book, an email questionnaire for bloggers, interview article, and Q & A’s for a radio or TV talk shopw interview.