2005 November

How to write press releases that hook readers

11/9/2005 By Joan

The average desk harbors 400 times more bacteria than the average toilet seat.

A study, funded by a grant from The Clorox Company, found that surfaces in personal work areas such as offices and cubes had higher bacteria levels than surfaces in common areas. Telephones came in as the Number One home for office germs, followed by desks, water fountain handles, microwave door handles and computer keyboards.

Thanks to Publicity Hound Gary Knowles of Madison, Wisconsin for pointing out this fun press release about the study.

It was written three years ago by the folks at PR firm Ketchum.

You know how I feel about multi-page news releases. But I love so many things about this one:

–A fun lead. “Working late again? You’re not alone, according to a new study by University of Arizona germ guru Dr. Charles Gerba. You have plenty of bacteria keeping you company.” I cringe when I envision the incredibly dull release that might have been written by someone hoping to make the study sound important instead of fun.

–The great head and sub-head.

–I love the description of the researcher as a “germ guru.” The writer could have used the long title he’s known by in academia: professor of environmental microbiology in the Departments of Microbiology and Immunology and Soil, Water and Environmental Science at the University of Arizona. But that would have made readers’ eyes glaze over. Germ guru says it all.

–Notice how Clorox worked in a section mentioning that its product is the solution to the problem.

–The release includes a photo of the germ guru with a contraption known simply as “the germ meter.” I love it!

Ann Wylie has 6 ideas on how to write world-class news releases, and she explains them all in the article she wrote for the November/December issue of The Publicity Hound subscription newsletter.

Filed Under: Press Releases/News Releases

Tip off reporters to blogs

11/9/2005 By Joan

Many of the great ideas you read about here come from the many Publicity Hounds who read this newsletter and my audiences who hear me speak. When I spoke recently to the Virginia chapter of the National Speakers Association, I picked up another great tip.

It’s from Brian Kirwin, a consultant for Rourk Public Relations. His PR firm does political consulting and develops strong relationships with reporters and editorial boards throughout Virginia. Whenever possible, he provides background information to reporters to flesh out coverage. He also keeps his eyes on blogs. A blog is short for web log, and it’s an online diary kept by anyone who wants to provide information or commentary about a particular topic. Brian says Publicity Hounds can use other people’s blogs to grab some traditional media attention of their own.

“I bookmark several political blogs throughout the state and check them every time they’re updated,” he said. “Why? To feed a reporter a scoop! Recently, a rumor popped up on the blogs and I called the reporter covering the race, who hadn’t heard it. The candidate’s staff hadn’t even heard it. The reporter built it into a story and called me back to go ‘on the record’ with a reaction as a ‘thanks for the tip.’”

Brian says this strategy can be used in every area of expertise. Search the web for blogs in your expert area, and help build a story that can tie your own expertise into the coverage.

If you’re not blogging yet, you’re missing a fabulous chance to help web surfers find you. The search engines love blogs because they’re timely and topic-specific. If you are blogging but you’re not getting much traffic or website sales, start adopting new strategies. Don Crowther, author of the ebook “How To Build Your Business Using Blogs,” has found more than a half dozen ways to make money by blogging.

Filed Under: Pitching the Media, Publicity on the Internet

How to promote services for the elderly

11/8/2005 By Joan 8 Comments

Publicity Hound Joan Riley writes:

“There are many helpful programs for low-income seniors and official
methods to inform them, but the people who need help the most often don’t get the word word about things like the current application for assistance with Medicare Part D prescription drugs, or their state’s Renters Credit, etc.

“As a former journalist, now a volunteer in this area, I’m seeking unique ideas that might spread the word and motivate seniors to contact us for free counseling and help in filling out the forms, etc. If any of your Hounds have worked with this segment of the population, I’d appreciate their insight.”

Filed Under: Magazine Publicity, Newspaper Publicity, Nonprofits, Publicity for Niche Markets

Voicemail messages that help the media

11/4/2005 By Joan

This morning I called someone and had to sit through a 45-second email message that about drove me nuts.

If I had been a reporter calling her for an interview, I probably would have hung up and called someone else to interview. Here are three voicemail tips that will make it easy for the media to cover you:

—If you have a special pager or cellphone number for the media, say so on your voicemail.

—If you are a publicist and do a lot of work with the media, state on your voicemail message your policy for returning calls. If you return calls to the media say, within an hour, mentioning that might encourage a reporter to wait for your call before going to press with a story that doesn’t include your comments.

—Leave your website URL on your voicemail so reporters and others can visit your website and learn everything they need to know about you in your Media Room or your online media kit, in case you’re not available when they call.

—Don’t take up precious time on your voicemail message with phrases like I’m so sorry I missed your call” or “I can’t come to the phone right now because I’m either away from my desk or on another call.” Isn’t that obvious?

Make your voicemail greeting quick and helpful.

Filed Under: Media Kits, Publicity on the Internet

Tips for working with media photographers

11/3/2005 By Joan

I just received the latest issue of Marketer, the print magazine published for members of the Society for Marketing Professional Services. I’m a contributing writer, and my article on Page 17 offers great tips on how to work with photographers, excerpted from my ebook “How to Use Photos & Graphics in Your Publicity Campaign.”

One of the things I mention is that if a photographer from a newspaper, magazine or trade publications comes to take your picture, never demaind that other people be included in the photo.

People do this all the time. They want to make sure The Boss or another Big Cheese at the company is included. So they round up all the Important People, then they all stand shoulder-to-shoulder, and somebody tells the photographer “now you can take our picture.”

Please, stop making demands of photographers. They don’t tell you how to do your job, and you shouldn’t tell them how to do theirs.

Filed Under: Photos & Graphics