Direct Contact PR, Internet media faxgrowth




 
amateurfetishist.com

media campaign

Publicity Planner for 2013 – Identifying Opportunities for Media Coverage Well In Advance of Deadlines

Publicity planner is a publicity calendar designed to help people identify opportunities for media coverage

Every year I create a forward-looking publicity calendar to help identify opportunities for media coverage in advance 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 are the links to the Publicity Planner for 2013:

• Color version (the dazzling beautiful to look at edition)

http://www.directcontactpr.com/files/files/Publicitycalendar2013.pdf or http://goo.gl/MMz6N

BW version (low ink eating printable edition)

http://www.directcontactpr.com/files/files/publicitycalendar2013bw.pdf or http://goo.gl/LLScX

Many more useful tips, articles and resources are included in the calendar. The calendar can be printed or used on your computer.

Share freely. Reach out and help the people you can help the most. Enjoy!

Happy New Year! Stay safe wherever you go!

Publicity Planner for 2013

Is there anybody out there?

Discusses active vs. passive methods of delivering a news release

When you write a news release your goal is to get publicity – media coverage about you and your book – either an article or an interview. To do that you have to write a news release that is persuasive and interesting and then make sure it gets to media decision makers.

The technology you use to reach media decision makers has an incredible influence on the effectiveness of your outreach.

Online news release services will post a news release (a page of text and some even do multimedia pages) and then post a snippet (short description) or maybe even just a headline or a subject line with a link to the news release page and your content. Media have to search to find it and read it. The headline may be on top of the list of news releases posted for only a few minutes before another one is added to the system and then it gets pushed down as it is replaced by others. It may be accessible to media if they have signed up to receive news releases for selected keywords they are interested in. But they still may only receive an email with a list of subject lines or snippets and this may not produce a very high response.

The data you see on the reports from these services is also terribly misleading. You do not know really how many people saw your pitch, compared to how many machines or even search engine spiders actually are causing the hit. Page hits do not equal media coverage.

The meaningful measurements are:

How many media actually responded with an article or an interview;

How many review copies requested;

How many and what quality blog posts you get with links and attribution;

How many quality articles/reviews and interviews results from you then sending your book and media kit; and finally

Did you sell ultimately product and produce a return on your investment that exceeded the cost of your outreach;

The challenge with this process is that you have to communicate meaningfully with media and first persuade them to give you coverage and second, the coverage you get has to trigger action on the part of the audience.

I prefer using email html and the phone to get maximum effect when I write a news release.

This way you hit the maximum number of key media people directly with a pitch and follow up with them so you find out if they even received it, and if so what they think. If you can get them interested in getting more ideas, information and proposals from you, then the door opens. .

When can you send out a news release? Answer: as soon as your books are available!

Timing and lead time on sending out a news release about a book available for review

My rule of thumb is that you can send out a news release offering books for review as long as:

1. you have books for the media to review and can ship them within a week or so of getting the request

2. the book is available for purchase on Amazon and your web site at a minimum (and maybe other places as well).

Timing is roughly based on when you want the publicity to hit taking into account the normal lead time the media needs to do what they do even if they decide to do a feature story, an interview or a book review the day your book arrives in their hands. Your web site and Amazon need to be in place and operational so you derive the financial benefit of your promotion.

Now from experience (and I do send out lots of news releases for authors and publishing companies), 95 percent of the media response to a news release transmitted by email occurs within 24 to 48 hours of delivery. Then you have to stuff a package (with a book and a copy of your news release at a minimum), send it by street mail (I recommend First Class or Priority and never media mail), then wait for delivery (five to seven days), then wait for the media to review the book or take action (review time on the book and work time to take action on your proposal for media coverage).

The minimum lead time for media is usually two to three publishing cycles. So for online media you can estimate that even once they get the book and if they read it right away, it’s one to two weeks. For daily newspapers it is two to three weeks. Same for radio. TV varies on the urgency and perceived interest but the normal lead time is three to four weeks. For magazines, the lead time if four to six months.

I recommend you transmit your news release on timed for Tuesday, Wednesday or Thursday delivery. The media tend to operate on a five day work week. Saturday and Sunday they are gone. Friday tends to be a bad day because they are wrapping things up and trying to get their desk cleared before the weekend. Monday is a bad day because they are catching up from Friday and also have staff meeting and priority assignment from on high. By Tuesday, you can get the maximum attention to read and respond to your proposal and it gives the media the rest of the week to identify, allocate and deploy the resources needed to give you the type of publicity you seek.

You may think that sending an eBook will expedite reviews. Don’t make that assumption. Media seek to validate when they get a review copy. They want to make sure they recommend something good that has real value. The ebook or pdf file is too readily deleted, discarded or ignored for you to trust a media to do a quality review. The best way I know to maximize your success with media is to make a quality presentation and give them what they need to do the best job you want done. Send them a quality book, a quality pitch, photographs of the cover and the author, plus feature story quality content and value.

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.

Magic in a Message! Creating the IrresistIble Pitch

Magic in a Message! Creating the IrresistIble Pitch

HOW DO YOU IDENTIFY AND DEVELOP THE IRRESISTIBLE PITCH?

I write a lot of blog posts on this. I call this the miracle of the microcosm.

http://blog.directcontactpr.com/index.php?s=miracle

You need to learn how to turn people on so that they come to you for more of what you are offering.

Perhaps the simplest and most powerful suggestion I can you suggest to you is that you use The 3 I Technique

a. Identify a Success Story
b. Imitate the Success Story
c. Innovate with Your Own Information

http://blog.directcontactpr.com/index.php?s=the+3+I+technique

This is a technique I recommend you experiment with. You can do this with any type of marketing communications. It basically focuses you on identifying a model of success and mimicking it as you create your own message. The idea is simple – follow in the footsteps of someone who is doing things that are successful.

You can use Google news for example on the word “troubleshooting tips” which I did for you here: http://goo.gl/gMO74

There are over 1,000 articles for you to study. Some are news releases, some are articles in newspapers and others are article in magazines and trade publications. Now your goal is to pick ONE! Find one about someone else, that is really interesting and motivates you the way you want to motivate others. This is your model success story.

Then open up your word processing program and start writing. Look at their headline, and then write your own. Then do their first sentence, then write your own. Then do their first paragraph, and write your own. You walk your way all the way through the article to the last sentence.

You may find this to be very mechanical, but guess what, it works. If for example, you use a story in USA Today as your model, and you use this technique, then you create an article that matches readership interest and editorial style on the first try. It looks like it belongs there.

And when you send it to USA Today, you maximize your chances of being successful with them because they tend to recognize when you’ve done your homework. And if it’s good enough for USA Today, then other media will respond to it as well.

Identify the successes of your competition or the authors in your genre. Study what they use to be successful and follow in their footsteps. If you are a story teller, tell stories. If you are a horror writer, scare and horrify people. If you write sci-fi, then talk about the future. Give people and experience. Engage them and let them experience something that is truly emotionally engaging. Don’t be boring. Be stimulating. Choose what you say carefully. Plan it out, test it, select and rehearse, like an actor or an actress on stage.

What you do is you talk about the ideas and concepts in your book and how it affects others. People are really only interested in things that have value to their own lives or others that they care about. That is what you must offer. I have a little poetic like formula which I wrote which describes what you need to do which goes like this:

Tell me a story
give me a local news angle (my audience!)
touch my heart (make me laugh or cry)
teach me something new
astound or amaze me,
make my stomach churn with horror or fear,
hit me in my pocketbook
or turn me on.

And you do this as many times as you can in two to three minutes.

If you study your target media and employ the 3-I technique, you will see that news coverage is largely predictable. Consumers and editors are drawn to types of stories that have worked well in the past. If you want to receive coverage, it’s important that you get familiar with these content patterns and do your best to replicate them.

The reason is simple: media publish what sells. To be in media you have to give them what they publish. Therefore to maximize your chances, you give it to them their way.

Now I’ve been doing this with clients for years and I’ve characterized the many patterns and ways media publish. The following list of most commonly featured content is derived from analyzing successful media coverage of my clients in newspapers, magazines, radio and TV:

1. A dramatic personal story that describes achievement in the face of adversity plus a little humor.

2. A problem-solving-tips article on a timely topic that shows how you can help the people that you can help the most.

3. An innovative product or service that people want because of the remarkable benefits offered.

4. A dramatic and interesting photograph that tells a 1,000-word story at a glance.

5. A new development or situation that affects lots of people in a unique way.

6. A personal battle between the forces of good and evil, or David and Goliath.

7. A truly heartwarming tale with a happy or remarkable ending.

8. New effective techniques or tactics to improving a problem or situation that is commonly faced.

9. New form of creativity that makes people feel good or experience heightened emotions.

10. A story that makes people cringe in fear, howl with delight, or experience intense desire or want.

11. An explanation of a mystery that confounds a lot of people.

12. News, analysis, and commentary on a controversial issue or topic.

13. Localized stories and media access to the local people involved.

14. Innovative and new ways to have fun, save money, help people, increase their enjoyment, protect the environment, and help them get more out of life.

15. Unusual, hot, and wacky ideas, products, activities, and situations.

16. Mouthwatering recipes, food, culinary delights, or opportunities.

17. Educational, unusual, hard-to-believe, never-before-revealed, or fascinating news, data, information, or stories.

18. Record-breaking achievements, competitions, paradoxes, dilemmas, anything that confounds the human spirit.

19. Knowledge, ideas, or information that astounds, enlightens, and inspires people to experience new feelings.

20. Remarkable little things people may not know about, that will make their dreams come true.

This is the way to make use of the miracle of the microcosm. These are weapons of mass persuasion, in part because readers and viewers know the arc of these pieces by heart. This familiarity soothes them and allows them to concentrate on the particulars of your story.

This is how you first develop and prove what you can say that turns people on and gets them to take the action you want, and then use technology as a force multiplier to repeat the message and reproduce the action you want in quantity.

If you follow my advice, please send me what you create. I’d love to see it.

Dealing with Media Rejection – How to Turn a No Into a Yes

How to turn a rejection from media into an acceptance and feature story media coverage

OK, you send out a news release.

You asked for a review, a feature story or an interview. You gave them options, incentives, access to data, photos, people.

They said NO! Is it all over? Is that all there is? Has the door to opportunity slammed in your face?

I don’t think so.

No rarely means No. It usually means not now. It means maybe later.

But it is up to you to figure out what do do.

And what you do is simple: You make another proposal. You offer to send another idea. You say, how about i call you back in two hours (after your deadline has passed).

Always pitch back another idea for something else. Never let the conversation stop. Take the action and get them to say yes to something that keeps the conversation going.

Media people have a job to do. Maybe your proposed idea just didn’t fit in with their needs or maybe they think it will take more time and effort than they can give. As them “Is there something I/We can do to make this more attractive? Is there more information we can send to you.”

If they still say no, ask them “How about something totally different? What about this idea instead?”

Ask them “What would you like to see us present to you?”

Find out what the media wants. Then give them what they need and make it easy for them to work with you.

That’s how you’ll get respect from media for being a valued contributor and a working professional they can trust and rely upon to help them do their job.

That’s how you’ll close more deals and get more of what you want, too.

News Releases Are Not Advertisements

News Releases Are Not Advertisements

Perhaps the very worst part of my job is trying oh so hard to teach people who are remarkable marketers that a news release is not a chance to sell. It’s single purpose is to persuade a media person to give you news coverage. They get very angry and feel abused and insulted when we try to get the to sell product instead of persuade them to share good solid reliable helpful information. Editors do re-write all the time, however, to be successful quickly and maximally, you can’t insert words that require them to take the undesirable action, which is to grab the red pen.

Getting more publicity: The three key questions a news release answer

Getting more publicity: The three key questions a news release must answer

I cannot believe what is coming across the wire. So may people are still blasting out news releases that lack the essential information media need. What a waste.

If you want your news release to be maximally effective, it has to answer the primary questions for the media:

1. How many people in my audience are going to be interested in this?
2. What’s in it for my audience?
3. How easy is it for me to use this information (e,g., how much does it cost me to do this?)

Then it must present your proposed story, the facts needed to support and flesh out the story, your ideas, advice, or comments, your skills, experience, credentials and accomplishments in terms of that objective.

You have to offer media everything they need to run with the story using you and the resources you’ve arrayed if you are to meet their needs in today’s fast paced environment and the ever changing technologies we get to utilize.

Publicity Planner for 2011

Publicity Planner for 2011

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 really get creative and think up ways to tie-in to calendar events well in advance of the day they occur.

Here’s the link:

Publicity Planner for 2011
http://www.directcontactpr.com/files/files/Publicitycalendar2011.pdf


Enjoy!

Quick advice for experts and professionals on how to maximize publicity and media coverage

Quick advice for experts and professionals on how to maximize publicity and media coverage

You are a natural problem solver filled with good advice.

This is the core approach you need to take when branding and promoting. You simply need to decide to help the people you can help the most, with each and every bit of outreach that you do.

Select the biggest upcoming problem that’s on the horizon and then solve it, offering an article and interviews.

This is what will carry you forward and propel media coverage. It will also carry your books, products and services along with it.

Make sure that the content you offer is like candy. It tastes so good that people want the whole bag.

Bet you can’t eat one!