September 30th, 2013 by Paul Krupin
Discusses the latest Google algorithm changes and how the impacts on news release distribution
Google Changes to the World of News Release Distribution
For many years now marketing practitioners have been advocating people use news releases to improve their placement on search engines. The theory was that you could write and post a news release at a web distribution service and the optimized use of keywords and the links included in the release would result in oodles of incoming links all of which would help capture people’s attention and increase your page ranking on search engines as a result.
Google has decided to clean up the search results and do what it can to rid organic results of press release content that is really not bona fide news, but are instead, paid advertising in disguise. The requirements also have significance to sites that rely heavily on user-generated content.
The latest Google algorithm changes, known as Penguin 2.0, modifies how Google analyzes the role and utility of news releases posted at news release distribution services in a very significant way. The changes, adopted in late July 2013, include the following:
1. Press releases will be treated as paid placement by Google.
2. Optimized anchor text links in a press release distribution post will be considered as “unnatural” and will not be used in Google PageRank search result calculations.
3. Google now requires news release distribution services to add a “no follow” code attribute to all their outbound links in the news releases they post.
What this means is that if you now do a search for keywords on Google or Google News, your will now notice the near total absence of news releases, which used to account for fifty percent of more of what was the search engines produced in the top ten pages. No more. What is now delivered are articles from real media – newspapers, magazines, radio, tv, selected news services & syndicates, and the online versions, news web sites, and certain blogs.
The Google “no follow” and “anchored text” policies apply to”webmasters and directly impact services such as PR Web, Businesswire, PR Newswire, Send2Press, WebWire, MarketWire, OnlinePR Media, eReleases, and many more of the sites who used to be able to get top placement with their posted and archived news releases.
No more. Google has declared those days are over. The new moves by Google places the highest value on unique, quality content at real media sites.
The new search engine results highlight real media and focus on “earned media” and not subsidized links designed to simply weight and manipulate search engine results.
Google is also on the lookout to reduce the impact of large scale guest post activities and advertorials.
For several years now, SEO placement was driven by the use of “unnatural” backlinks and the heavy handed use of keywords in news releases. A variety of “black hat” SEO practices have been developed and used to push page placement. This will no longer be a viable strategy for businesses to utilize if they seek to improve their SEO ranking and the traffic they receive.
Natural links, directly to quality core content, expert or a company web site, are still acceptable.
What this means to publicity seekers is that a news release should not be written with the purpose of producing a sale directly. The news release should also not be written as an advertorial, or an infomercial.
The best view is that a news release is a pitch to a publisher (=media) to get them do publish or produce a story in the medium they utilize.
A news release, or a press release, is therefore a media proposal — a purpose driven communication that is delivered to media, or placed where they can find it, and which invites the media to do a feature story, an interview or a review (in the case of a book or product), and which contains an offer or the actual content and access to the people, needed to do that job.
So if you want real media coverage, write a news release that is truly designed to get you quality media coverage and send it to the right media. Instead of a post and pray web service. Then target your media carefully and send it to the right media directly. Reach out and contact real media people and offer them everything they need to do their job your way.
Help the people that you can help the most. The latest change means that quality content matters now more than ever before.
Good problem solving advice, news, value-added commentary, noteworthy public events, innovative products, quality books, and the best entertainment will get higher search engine placement, and hence command more value in the eyes of the searching public. Earned media coverage acquired by using targeted PR tactics and strategies will be one of the primary vehicles for gaining that status.
For additional reading:
Yahoo Small Business Advisor article Sept 1, 2013
Forbes magazine article by Cheryl Conner, August 28, 2013
Search Engine Watch articles by Lisa Buyer August 9, 2013
Search Engine Land article by Barry Schwarz July 30, 2013
Search Engine Roundtable article by Barry Schwarz July 30, 2013
Search Engine Watch article by Lisa Buyer July 26, 2013
Search Engine Land article by Barry Schwarz July 26, 2013
Search Engine Land article by Barry Schwarz July 9, 2013
Search Engine Watch – #nofollow
July 15th, 2013 by Paul Krupin
Content Marketing: Using The 3 I Technique to Create a Publishable Content
I received lots of questions today about how to get the most out of my 3 I Technique.
There’s a neat way to create publishable content that you pitch in a news release. It’s called, “The 3I Technique” and you use it to create appropriate publicity materials for yourself, using articles about other people (= PR success stories) as a guide.
The 3I Technique works like this:
Step 1. Identify the Success Story (using the search engines to identify appropriate articles)
Step 2. Imitate it (pick one and mimic it line by line)
Step 3. Innovate it (by writing an article just like your success story, but using your own information).
Very simply, you must follow in the footsteps of those who have been successful with the media before you.
Using the 3 I Technique allows you to identify other successful media coverage and leverage it for your own practice.
Now to arm you so that you can develop releases and deploy these strategies freely, do a number of searches using your key words.
Then you’ll be able to use The 3 I Technique and do what’s necessary any time and you’ll be on your way.
Things you can’t do if you want publicity — What definitely doesn’t work
There are certain news releases that simply look more like advertising that news to most editors. Thus, while commercial advertising elements generally may be great for direct marketing, they are generally are fatal when placed into a news release.
¨ Anything that resembles a request for free advertising.
¨ Hard sell commercial pitches or marketing hype.
¨ Pithy quotes from executives & corporate gobbledygook.
¨ Clearly incomprehensible technical mumble jumbo.
¨ Freebies or discounts on prices or demos or consultations.
¨ Offers for free samples
¨ Promotes a product without more.
¨ Simply promotes a web site
¨ Promotes a publication or e-zine.
Although this may ultimately be your goal, the purpose of a news release is not to sell product. The purpose of a news release is to persuade an editor to give you news coverage – to publish information about you or your product.
You just need to interest the media decision-maker, and make it easy for them to do their job.
July 12th, 2013 by Paul Krupin
22 Questions for Writers, Authors, Publishers & Artists to Use to Get More Publicity
22 Questions for Writers, Authors, Publishers & Artists to Use to Get More Publicity
Every author needs 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.
Each of these questions below was selected because they were used in interviews of bestselling authors and talented creative people time and again in publications like the NY Times, USA Today, NPR and PBS. These are the questions that the media ask these people.
The key is to realize that the subjective answer is not really what the media and the public are looking for. They seek to relate and understand how the creator’s experience, perspective and creative work has special meaning to them personally.
So when you answer these questions, seek to give the gift of understanding. Offer people a taste that so powerful they experience something: a laugh, a cringe, a shiver or a chill, or a blinding momentary flash of desire. Create a trail of candy that leads people to the conclusion they want and need the whole bag.
What can you talk about that’s interesting and invites people to learn more about you and your art? Pick out five to seven of the questions below and develop answers of two to three sentences in length. These become the key content you can then use in your news releases and articles and interview Q & A’s for your media outreach.
One important suggestion: don’t go for the low hanging fruit – the easy to answer questions. Go for the questions with information that you’ve learned to use to turn your people on the most – even if the answers are more difficult to develop and are scarier for you to share.
1. Describe your book/product in 50 words or less:
2. How did your book/product 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/product)
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/products ?
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/creativity) 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/art? 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/artist?
16. What do you do in your spare time, when you aren’t writing/creating?
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/create?
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/work, an email questionnaire for bloggers, interview article, and Q & A’s for a radio or TV talk show interview.
Send these to me. I’ll help you turn these into Q & A’s that really turn media and their audiences on.
Free pdf file download:
January 30th, 2013 by Paul Krupin
Targeted Publicity Program for a History Book
A Publish-L list member, wrote:
In November, I published a 400-page (20 in color) hardbound reference book with dust jacket about a particular regiment during the Civil War. It is the first of four books planned about the regiment. It is in pdf format without an ISBN. Although I’ve sold 300 copies locally (at $30 each), I’ve probably exhausted my available client list and would like to be able to offer it online in some format.
What should be my next step?
I’ve worked with a few authors and publishers of history, military, and civil war books so I’ll offer up some strategy and ideas from a book publicity standpoint. At the end I’ll point you in the direction of taking the same outreach communications and aiming at the “interest groups” you can reach directly using a similar but adapted approach. Here goes:
You can seek book reviews in certain media categories, but I believe this is one of those cases where feature stories filled with anecdotes, factual data, interesting information, and photos (hopefully some are available), will enable you to convey some portion of what the books offer so that you can make a truly favorable impression with the best galvanizing content.
There are several ways to target the different pools of media who we have seen respond with interest to books like this. I’m using the online Cision database which covers the US and Canada to provide the following information:
First there is the history media, with two key subcategories, national history and local history. I just created a custom media list and while it is not a big pool of media (770 media in the raw data Cision search but when I take out the empty & duplicate emails there are 646 media left) the people who cover this topic do have avid readers. I saved this list and will send it to you so you can see who is on this list. In the local history category, you will have to hand select media that align with the geography of the book and the people in the regiment.
Second there is the military media. The Cision count shows over 700 media (before cleaning) that cover this topic. There are military history buffs and depending on the stories you tell, you can get different types of military editors interested. There are several military subcategories including military lifestyle, Armed Forces, and other specialized categories. I’d recommend you study how a few of these media do military history feature stories first, and then use my 3 I technique to create a story pitch that looks like it belongs inside your target media.
Third, you can target media geographically and seek local feature stories based on the locations covered in the books, where the events covered by the book took place, and where the families of the people resided at the time.
Fourth, you could offer this out to all the non-fiction and general book reviewers. My latest database count from Cision for the categories of books, book reviews, authors, fiction, non-fiction, literature, and writing identifies over 3,300 media listings (before cleaning)..
Fifth, you could send an interview pitch to the NPR and PBS stations and shows. I’d recommend this go nationwide, but again, I would expect the media in the geographic areas covered to express the most interest, depending on how you spun the stories. To get to the national level, you would need to offer information and insights that have national implications, especially as regards what we see in our lives today, which is a consequence of what you write about. There are about 1,100 NPR radio station media and 800 PBS outlets.
Sixth, if there is ethnic or multicultural element, say the book is about an African American regiment, then you have an additional media pool who will have interest in the topics you write about.
I worked recently on a book by James Cameron, titled Color of War, a book which is based on extensive research and first-hand interviews with veteran white Marines and black Marines and African-American sailors who survived Port Chicago, a historic disaster in WWII. Campbell crafted The Color of War to paint a gripping picture of July 1944, the explosive month that changed the course of history. The Color of War juxtaposes the spirit of the Greatest Generation with the scars of segregation. In June 2012, in a fitting tribute, the black Marines who fought in Saipan will be awarded the Congressional Gold Medal for their WWII service. President Obama signed legislation to create the nation’s 392nd national park, the Port Chicago Naval Magazine National Memorial in Concord, California, to commemorate the explosion and the men who lost their lives at Port Chicago. The PR effort was pretty successful and got coverage in newspapers, magazines, radio and tv both locally in Chicago and nationwide. (I’ll send this news release to you and a few others so you can see what history news releases look like.)
I think the most critical element of your approach to media would be to not simply describe what the book contains. You have to tell entertaining stories that are so good as to intellectually and emotionally engage the audience and capture their imagination and make them relive a piece of the history. If they like the hefty taste you give them enough, then they will want the whole set of books. The news release offers stories and photographs so as to communicate to media both the printable, audio and visual elements of the stories that can be shared so the media can easily imagine what the finished media coverage looks like and sounds like. You’ll have to be willing to let the media publish or use on TV the photos you have available for their feature stories. You might want to be the interviewee but you may also want to see if you can find family member descendants so as to enlarge the pool of people so you can add depth and greater human interest.
The next area to follow along and create a parallel outreach strategy by using Google to identify the clubs, associations, institutions, museums, events, historical societies, and other groups of people who devote considerable time and interest to all the above subject matter areas: history, the civil war, books, military, veterans, and so on. Start locally (e.g., with a search on “civil war history club + your location”) and branch out with sequential searches systematically, city by city, county by county, state by state, and so on, depending on how far you can reasonably travel offering to speak and give talks and lectures.
This will keep you busy for a while!
January 4th, 2013 by Paul Krupin
Advice to politicians about how to get more and better media coverage
A political staffer for a member of Congress asked me for advice on how to get more coverage and better coverage. Here’s what I recommended:
1. Stick with the important facts and keep it short and to the point. I know that’s hard for politicians, but that’s what media want.
2. Get rid of all pithy quotes and remarks, all self-laudatory praise, any tedious, boring and useless blather, and anything you can’t prove with the facts. Nail it with style, using the smallest tool needed every time.
3. Tackle controversy head on, state your position distinctively and with precision, but avoid partisan platform brown bag advocacy, being pedantic, winey, or argumentative. Express passion and emotion when it is called for, but don’t go overboard and rant and rave. Be aware for your previous positions and explain the reasons for any change of heart, position or direction.
4. Indicate the vehicles for people to send comments, express their opinion and to provide feedback and the express an active and sincere willingness to listen to the people. You may find that funny and scary, but it really does impress people.
5. Offer media what they need to do their job (factual validation, photos, Q & A’s, interview opportunities, and visual aids). Make it fit the format of the media you are working with and make it unique for them.
6. Offer media easy access to the people that matter but not intermediaries or to people who don’t matter. Make it easy not hard to do interviews and schedule news conferences frequently. Give media the lead time they need to schedule and deploy the resources needed to give you what you want. Media coverage is valuable so use it wisely and get good at it.
7. Target the media who matter. Identify the people who will be interested and affected and pitch and feed to the media that they watch, read or listen.
January 2nd, 2013 by Paul Krupin
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. .
June 18th, 2012 by Paul Krupin
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.
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
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.
February 18th, 2012 by Paul Krupin
Getting publicity for books with "edgy" content can be very difficult
Publish-L author asked a question whether to include sex, violence, drugs and “edgy” content in a new Young Adult title. I offered up some thoughts from a publicity perspective.
Most of the prime media reviewers and many of the Internet and bloggers represent the socially conservative family oriented (hence G-rated) perspective. They actively embrace the clean and wholesome.
I have yet to see YA books that contain violence, sex, drugs and four letter words do particularly well with media. It seems that most of the adults simply nix the idea of sharing books that contain these elements with others. They cater to their audience preferences and opt for the safe and easy to promote so that they don’t suffer criticisms from those who find these elements distasteful.
Basically, while you may be able to persuade media people to take a look using news releases and phone calls that describe the books but don’t reveal or utilize these elements, once they get the book in their hands and see what it contains, you run a major risk of then being unable to get any positive reviews, and may in fact find yourself having to deal with the consequences of negative reviews.
Not that this should stop you, it’s just a factor I recommend you consider. My kids still rave about the Alana series, and witness the success of The Hunger Games. These books contain sex, violence, highly questionable behavior. Of course, quality content, style, and action packed edge of your seat writing may be playing so much more of a factor that reviewers will overlook any incidental elements they find to be distasteful within. And if the books are so good people will rave about them to each other in spite of their “edginess”, then you might not care about what media say, and in fact, it may not matter.
One of the other Publish-L participants noted that even the NY Times covers Young Adult books that contain sex, violence, and drugs.
This is true. It’s also not particularly relevant to the issue of promoting a new book from a lesser or unknown (or heaven forbid – self-published) author that contains these elements.
My point isn’t that you can’t get media to play with you once you climbed the mountain and achieved the level of a social phenomenon. You can. The fact that you’ve become a best-selling success makes the reporting of that news easy, safe, and trust worthy. The media are reporting facts. They are no longer taking a gamble on the book or the author. There is very little risk to them for publishing the news on this basis.
My point is that until you do so, getting media to play with you will be very difficult. After the fact reporting of success is much easier to acquire than coverage that helps you achieve success.
Persuading the media to give you media coverage before you’ve acquired a track record means you need to communicate and validate the quality, the value, and the importance of the writing and contribution without being able to demonstrate that tens of thousands of people agree with you and do in fact love what the author has created.
My point is that when you promote a book (or anything else for that matter) and seek to get media to share information about the book and the author, media look at that idea as a proposal for media coverage. You’ve got to answer to the three main questions that they use to make decisions correctly. These are:
1. How many people in my audience will be interested in this?
2. What’s in it for my audience?
The answer to both these questions has to be:
1. A LOT OF PEOPLE; and
2.. A LOT OF VALUE
Then you get to the third question the media asks.
3. What does it cost me to do my job?
The answer to this question has to be:
This is because media editors will only invest staff time, energy, and publication resources into articles that help them sell more subscriptions or get more advertising, since that’s how they make their income and survive and thrive.
Good luck trying to persuade media to review a new just published book or interview an author of an unknown author of a book that’s filled with sex, violence, and drugs.
Can you imagine the how editors wince and cringe when little old ladies and god-fearing parents call up or write in and say they will no longer buy the publication because they are promoting such awful stuff?
Editors and producers will not give people coverage if doing so threatens their publishing income. Reporters and columnists won’t take the risks when they are so easily fired and replaced.
Yes, it’s sad that the world is like this, but this is the way it works and this is what really happens.
The point is that as writers and authors we get to make decisions about what to place into our works. We can think ahead and recognize what the people we will use to promote need to be successful and we can design, create and incorporate the elements that will enable them to utilize what we offer.
We can think ahead and do our best to write to sell. You just need to do so with your eyes open.
If you don’t think ahead and you create books that contain risky topics or course language, and you do so to express yourself or drive whatever points or agendas you may have, well, that’s your decision. It’s your publishing business and you take the risks. It’s your choice.
Just don’t be surprised when you then try to promote it and find out that it’s really hard to succeed.
January 31st, 2012 by Paul Krupin
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.
September 8th, 2011 by Paul Krupin
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.