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Marketing and Promotion Using News Releases

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.

Some of the most 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. At least you hit the maximum number of key media people directly with a pitch.

It is not unusual for me to see 25 to 60 media responses for interviews or review copies as a result of a news release I transmit.

Here are just some recent book project email outreach results showing actual media response stats to news releases I wrote and transmitted to custom targeted media lists:

Brian Bianco, Dressed for a Kill, mystery – two geographically tailored news releases on to the US media, one to Canadian media - 49 media requests

Stacey Hanke, Yes You Can, business communications, 34 media and interview requests (see the article in the Investor’s Business Daily from Monday Feb 22, 2010 http://www.investors.com/NewsAndAnalysis/Article.aspx?id=521721 and see Chief Learning Officer from Feb 2, 2010 http://www.clomedia.com/industry_news/2010/February/5124/index.php for a few examples of coverage)

L. Diane Wolfe, Heather, Circle of Friends Book 5, young adult, 29 review copy requests

Maggie Simone, From Beer to Maternity, family parenting humor, 65 media and interview requests, Among other things, our news release netted her a regular column at Huffington Post http://www.huffingtonpost.com/maggie-lamond-simone Lisa Pankau, Beyond Seduction, relationship self help, 42 interview and review copy requests

Louise Hart, Liking Myself, and The Mouse, the Monster and Me, children’s books, 65 media requests for review copies,

Dan Green, Finish Strong, inspirational self help, 58 interviews and review copies, outreach was coupled with Drew Brees and the Superbowl, helped raise money for NOLA nonprofits, a few dozen interviews and major media coverage

Andy Andrews, The Noticer, fictionalized storytelling, motivational self help, 173 media requests from two news releases staggered one week apart, major media included Fox TV, and others. (Go see what several years of monthly news release promotion and publicizing can do at the amazing press center at http://press.andyandrews.com)

HCI Books, Going Rouge: An American Nightmare, politics, not to be confused with Sarah Palin’s book), over 250 media requests, made NY Times best seller list.

Patricia Starr, Angel on My Handlebars, sports travel memoire, 36 review copy and interview requests

Derek Galon and Margaret Gajek, Exploring the Incredible Homes of the Eastern Caribbean, luxury travel architecture coffee table book, 75 media requests.

I have similar media response statistics for products, films and videos, and even consulting services and events.

The data clearly shows that media interest and responses are a real life reflection of public interest and predicted response to a communicated offering no matter what it is.

The bottom line, is this: If you offer up an idea that turns people on, they respond to it.

Of course pitching to media is a great way to leverage technology as a force multiplier. Each person you contact is a publisher and if you persuade them to share you and your message, their audience gets to see your creation.

It can be a great way to jumpstart and supercharge your marketing efforts.

If you want to learn more, here is a link to a one page info-graphic pdf which talks more about:

What Really Happens When You Send Out a News Release?
http://www.directcontactpr.com/files/files/IBPAFlyer021510.pdf

Questions anyone?

Paul J. Krupin

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Google’s First Press Release

I was reading blogs this morning, skimming across media websites after enjoying the morning off.

Look what I found by way of PRNewser at Media Bistro!

It’s Google’s first press release! Dated June 7, 1999.

http://www.google.com/press/pressrel/pressrelease1.html

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On November 19th, 2009 I had a wonderful time being interviewed for Authors Access with Victor R. Volkman and Irene Watson about whether Press Releases are still revelant to marketing and promoting books.

We covered a wide-range of talking points, including:

* So What Exactly Is A News Release?

* Why Is This So Hard To Do? What Makes This So Special?

* So What Exactly Do Media People Look For When They Receive A News Release?

* So What Do You Need To Do To Write A News Release That Really Works & Truly Gets Media Attention?

* How do you know when you’re ready?

* What Specifically Should Authors Do To Create This Galvanizing Candy ­This Magic Script.

* What is the Magic Formula (DPAA+H)? (“Dramatic Personal Achievement in the face of Adversity, plus a little Humor”)

* Which Are Better For Authors To Aim At - Book Reviews Or Feature Stories & Why?

* How do you know when you achieve success with a news release?

* So once you have a trash proof news release, what do you do with it

Download the free Authors Access podcast interview free at:

http://authorsaccess.com/archives/164
A pdf file that summarizes all the talking points is also available here:

Are News Releases Effective for Marketing Your Book? http://www.directcontactpr.com/files/files/arepressreleasesaneffectiveway.pdf

The Trash Proof News Releases is available as a free ebook at Smashwords:

Trash Proof News Releases

http://www.smashwords.com/books/view/5921

If you write what you think is a trash proof news release, send it to me and I’ll send you my extra two bits!

Paul@DirectContactPR.com

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Bloggers are quite important to all of us who do work in the world of publicity. Mommy bloggers are really crucial!

Who are the best ones with regard to marketing and publicizing a book or a product?

Well, it depends. There are now several thousand of them and their ranks are growing every day. Perhaps 20 to 25 percent of the media who write on family and parenting matters are now blogging regularly.

Mommy bloggers are simply mothers who blog. They don’t publish in magazines or newspapers. They just blog where people can find them - in the news search engines and specialty blog search engines. The originality and creativity or their unique perspective is what generates their audience.

Many of them offer up a highly personal view of parenting, women’s general interest, fashion, wifehood, love, romance, health, fitness, food and cooking, husbands, kids, and the challenges that go with being the head of the household.

Some are funny, some are serious, some are highly intellectual, some are sexy, some are not.

Many of them offer their experiences or opinions on the subjects that they decide are worthy and provide reviews of products, books, recipes, movies, TV shows, celebrities, politicians, even things like astronomical events, and quantum physics.

Some of them are highly regarded and have very dedicated audiences who relish their every post. The number of people and the demographics of their audiences vary.

I mean if you want to spend some time with a yenta, go see your local mommy blogger. Mommy bloggers know how to spread the word!

I’ve transmitted news releases about books and products to Mommy Bloggers and the responses, benefits and results for the author/owner have at times rivaled and even exceeded that produced by conventional prime media.

Mommy bloggers are a force to be recognized and utilized!

When you decide to do publicity you should make sure that you do your best to contact Mommy Bloggers if you have something that is of interest to Mommys everywhere.

Brief them in, share with them what you’ve created, tell them why it’s good and who will benefit from what you’ve created, and by all means, offer them a review copy or product sample if you can afford to do so. Offer to send them additional information, especially good photography.

Be forewarned! Some of them will only write about you favorably if you send them chocolate!

Here’s a web site that ranks the top mommy bloggers based on voter popularity.

Here’s TOPMOMMYBLOGS.com

http://www.topmommyblogs.com/blogs/index.php

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One of my clients just shared his experience of being bumped by a big media for a TV interview.

This does happen people some of the time. The question is ‘what do you do when it happens to you?’

You can strategize and come up with actions and ideas to best position yourself when it happens if you stand in their shoes and seek to understand what happened to them when they made the decision.

Media are businesses that are best viewed as publishers (in the case of print) or producers (in the case of radio, TV or some other electronic medium) who make their living from two income sources:

1. Paying subscribers
2. Paying advertisers (the number of whom is dependent upon the number of paying subscribers).

Media decisions are almost always made in favor of one proposal for media coverage over another because of the perceived value of the news, entertainment, or education offered and the direct impact it has on these two income sources.

Media evaluate these story by story, day by day, for each income producing media coverage opportunity that they have to offer. There are three key questions they ask:

1. How many people in my audience will be interested in this?
2. What is the value of the information to my audience? and
3. How much time and efforts (or people and money), will I need to invest to create this story?

The pass-fail answers have to be:

1. A lot of people 2. A lot of value and 3. Very little cost

So when something out competes you, you can at least you can empathize (or sympathize) with the media as a fellow publisher!

So the key thing to do is try to be understanding and professional when you follow up and speak to them.

Now this next step is the crucial one.

Never let conversation die. Don’t think that ‘not now’ means ‘not ever’.

The key action is to make another proposal for media coverage. Ask them:

- Can we re-schedule?

- What is the date and time for the interview?

If the planned coverage is based on a current event or issue and the timing or opportunity passes by, then look ahead and create another proposal.

Say

- If we can’t do this show, then how about we do this one instead?

- Can I send you more information and another proposal?

- Would you like to see some Q and A’s on this topic?

Never let the conversation stop. Once you have opened the door to a relationship as a professional guest, entertainer or contributor always offer to send them some additional ideas or information.

In fact, it is a good policy to never let a media person (or in fact any book sale prospect), get away without you making another proposal to send them something more, so you can keep them mentally engaged with you, and ensure they are taking steps towards doing something to help you promote or sell your products or services.

Just remember that these are very important people who hold the key to placing your message and magic words in front of thousands, even millions of people. Think about what they do for a living and give them ideas and answers to help them do their job.

Of course, “the magic words” have to be there. Your media pitch, whether it is in a phone call, a personal email or in a news release, has to offer the media content and value. Your proposal has to turn them and their audience.

That is how you can turn a cancellation, or even a no, into a new interview or feature story opportunity.

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I am constantly identifying micro-content that grabs attention. In a world where people have adult ADD (attention deficit disorder), getting their attention is an ever increasing challenge.

What is interesting is that if you study the mini-messages that work, you begin to see that there are special characteristics that fall into a small but important series of categories. Here they are:

1. Problem Identified
2. Problem Warning
3. Problem Solved
4. Someone in Trouble
5. Someone Saved or Rescued
6. Something Bad Happened
7. Something Good Happened

You can look at newspapers or magazines and news search engines and see these categories everywhere.

If you are trying to create galvanizing micro-content, these alternatives make it really easy to identify some ideas for you.

Simplifies things, doesn’t it?

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OK, you’ve written a book and now want to get some publicity?

I recommend that authors stay away from news releases that simply say “I’ve published a book and am marketing it…..” It may get you local publicity and it may get you some book reviewers, some of which my end up getting published.

But you do not see too many book reviews that result in stellar book sales and movie deals.

That’s what comes out of galvanizing feature stories and interviews that contains significant human interest or promise of tremendous value-added.

That’s what you need to offer to media and that’s what you need to place into your news release.

Content wise, you must remember the differences between the media and make sure the needed elements are present or are offered:

Print wants the best information. Radio and TV want to be told why you have the best entertainment.

Notice the difference: To the specific information or topic is of lesser importance than it’s entertainment value to the producer. Print speaks to the head. Print requires more written words — it is intellectual and focuses on getting you to think.

Radio and TV speak to the stomach. Radio and TV focus on provoking emotional response. They speak to your heart and soul.

Did you know that radio provides out-pulls print and tv when it comes to motivating people?

Did you know that more people respond to audio speech than written speech? Did you know who proved this point better than anyone else in the entire 20th Century?

Adolph Hitler. His oratory motivated the Germans to start a World War.

Listen carefully to the speeches given by our President. Look at the powerful emotions they can evoke with very few words. The speech writers are media masters.

Ha! I know you may get bored after a few minutes, but oh well, they are the ones who are “on the air”, so pay attention as long as you can get something out of it.

You can learn a lot by listening to others, and paying attention to the powerful and successful people around you, especially those who are featured in the media. Study what they do. Learn what they do.

You can modify and improve your media success by learning from the masters all around you. They are in print everywhere you look, on the radio everywhere you go, and on tv day in and day out.

If you become a student of the media with the goal of improving your media success, you will seek to learn and apply what learn, especially if you focus on people who successfully pitched to media, and are now “on the air’.

When you pitch to media, you must ask yourself three simple questions:

What do they want?

What can I offer?

How can I present it so I can be more persuasive than others who are also vying for the space, or air time?

So if you have a fiction book, and want to find out ways of publicizing your book, what you must do is start studying the publicity that has been acquired by other fiction book authors.

You find the critical intelligence you need in the latest issue of whatever media you want to be in.

You can also use search engines to find and get you access to the online counterparts to media.

You can also use news search engines to follow specific key words on your topic and study who’s getting publicity and on what topics.

You can use my 3 I Technique:

1. Identify the success stories

2. Imitate the success stories

3. Innovate with your own information.

This simple process works so use it.

Start paying attention to what is out there. Head to the magazine rack. Open up the magazines you want to be in. Use the magazine search and news search engines.

If you are a fiction book author, start studying the publicity acquired by other fiction authors.

Identify the feature articles about fiction authors. Cut them out and create a scrap book. Then use these for ideas.

Watch TV and listen to the radio and do the same thing. Tape the shows, watch them or listen to them several times, and learn the behaviors. List the questions, study the good answers.

Accumulate enough examples from your particular target media that you can craft news angles, headlines, and content in a comparable style. Then prepare your own materials using the successful models and mentors as a guide.

There is another way to describe this process:

Search, Find, Match and Apply.

You SEARCH for the opportunity what you want.

You FIND — an opportunity or a place where you think the opportunity exists.

You make sure you MATCH their needs with the right content.

And then you APPLY by presenting your news release to see if you can be selected for the opportunity you identified.

This process works as well for searching for getting publicity as aweel as it does for creating letters, business proposals, getting contracts, agents, publishers, or even for a soulmate.

The articles and interviews you find will tell you to the types of news release you will need to create to pitch this type of feature article story, or get interviews based on the themes you discover. Analyze them. Identify the content, length, style, and other characteristics of the information. Then create information about your book that parallels what you have found.

If you pay attention, you’ll see the types of things that turn your particular media on.

And you’ll be able to do it, too.

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Congratulations - You’ve Won a Book Award.

If you are going to create a news release and seek publicity for your award, then here my suggestions on the essential facts you need to include in your copy:

1. headline – Author wins prize/award

2. one sentence killer – knock their socks off description of what the book is about

3. unusual or interesting facts about the situation/the book/the author/the topic/the issues

4. the specifics of the award – what, where when, or how much and why is this award so important and prestigious

5. three to four paragraphs about the book, who it features, what’s amazing about it, why people will like it

6. basic book facts and marketing information so people can find it and buy it

7. author bio and information

8. book cover photo and author photo

9. contact information

10. offer for review copy and interviews if you want to offer these items.

Finally, once you have the news release written, it needs to be distributed to the right media.

Proper targeting will maximize your chances of getting the right type of coverage in front of the people you can interest and help the most. So a childrens book needs to go to childrens media and editors, and a travel book needs to go to travel book media and editors and so forth.

You’ve worked hard to get this award. I hope this helps you take a few more steps in a positive direction so you can make the most of it.

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So much confusion over this simple question. Here’s my definition of a news release:

A written proposal:

- 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, etc.) or placed where they can find it and use it (as when it is posted to a news search engine 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 persuades 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.

But if publicity in media is what you want, you write a news release.

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Clients come to me confused as to what a news release is day after day. It’s the starting point for everything that you do if you are trying to get publicity.

A news release or a press release is a proposal or a pitch: an offer to provide a publication or a show story content.

You send a news release to media. Media are people who either publish something in print, or produce it for TV or some other visual media or radio or some other audio media.

A news release is a request for media coverage in an editorial sense. This is distinctly different than an advertisement, which is where you pay the media to print what you give them and the content you provide clearly sells your product or services.

The news release persuades a publication owner to share your information with an audience who pays for carefully written and designed information. Thus to be persuasive with a publication editor or show producer you must give them material they are willing to utilize.

The content is different since the article is perceived to be written by an objective publisher and once published carries with it the credibility of the publisher. So it has perceived greater value to you and a hightened sense of value to the audience.

That is what we do. We write news releases to convince media to give you editorial coverage.

Media are averse to giving you free advertising. If that is what you want they will insist on you paying for it.

Each media is a business. They survive and thrive themselves by way of subscriptions and advertising revenue. To get that, they have to publish or produce news, entertainment or educational materials that people are willing to pay for.

If we don’t give it to them they have their reporters, freelancers, and employees to produce this type of material or they select the material offered by other publicists and publicity seekers who do offer them this material.

The news release/press release designed to be ready for publication as an article does best because the editor or producer who receives it can say yes to the idea and to implement that decision takes very little effort.

The right content, in the right format, at the right time with costs reduced or even eliminated makes it easy for media to say yes.

That is what we try to give them.

This is what you hire a publicist to create if you can’t do it yourself.

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