The Publicity Hound’s Blog  

Writing press releases isn’t easy.  If you think I’m wrong, take this little quiz. Answer true or false to the following statements:

1. I write press releases primarily to encourage journalists at newspapers and magazines to write articles about my company, or for broadcasters who will feature us on the news or invite us as guests on talk shows.
2. I write press releases only when I have legitimate news that the media think will be worth covering.
3. Because journalists are busy and don’t have time to read long press releases, my releases are always as short as possible.
4. I try to include “who, what, when, where, why and how” high in the press release, preferably the first paragraph, so journalists don’t have to spend valuable time hunting for it.
5. When I write a release and journalists never print it, or I get no calls for interviews, I chalk it up as a failure. Then I start all over again and find something better to write about so I can get the media coverage I need.
6. I measure the success of my press releases by the number of clippings I have generated, or the number of TV and radio shows that have covered my organization.

Now, give yourself one point for every statement that you marked as true. Now tally up your points.

If you scored 5 or higher, you’re writing press releases the old way—only for journalists—and you’re completely overlooking an audience that you should be targeting with your message: the end user who will find your press releases online, read them, and buy what you’re selling, even if journalists think your story isn’t worthy of their time and attention.

If your score is 1 to 4, you’re doing some things right but you’re still missing the chance to really make your press releases as effective as possible.

If you scored zero, congratulations! You understand why you are writing press releases. You’re writing them not only for journalists, but for people who are in a position to buy your products and services. Twenty years ago, the old way worked just fine. Today, thanks to the Internet, everything we’ve learned about writing press releases has changed.

The Number One problem I hear from most people who email me or attend my presentations is the inability to write a compelling press release. That’s why I’m kicking off a f~ree 89-day course for Publicity Hounds on “89 Ways to Write Powerful Press Releases.”

Every day for 89 days in a row, I’ll give you one lesson, delivered via email, on how to write and distribute a press release. Each day, I’ll also give you one opportunity to write a release. For example, if you’re rolling out a new product, that’s one opportunity. Each day’s lesson will take you just a few minutes to read.

By the time you’re done, you’ll learn everything you need to start writing releases not only for journalists, but for the end user. And I’ll show you how to use your press releases to change their behavior. That is, to encourage people to do whatever you want them to do: buy tickets to your event, make a donation, test-drive your new product, see your catalog at your website, visit you at a trade show, or whatever.

You’ll see examples of good and bad press releases, and you’ll get tips from some of the very best publicists, PR practitioners and Publicity Hounds on the planet.

You can start the tutorial at any time, and you can opt out of it at any time. Each week, I’ll concentrate on one specific sub-topic. You can see what the entire course includes and sign up for your first tip here.

If you’re a blogger or ezine publisher, link to this blog post so your readers can participate.

Speakers can share it with their audiences. Trade associations, chambers of commerce and other nonprofits can pass it along to their members.

I’ve had a blast creating the course and I can hardly wait to share it with you. Sign up today, and your first lesson will be delivered via email within 15 minutes.

Posted In: Authors & Publishers, Business Promotion, Magazine Publicity, Media Kits, Newspaper Publicity, Nonprofits, PR Consultants/Publicists, Photos & Graphics, Pitching the Media, Press Releases/News Releases, Publicity for Niche Markets, Publicity on the Internet, Radio Publicity, Special Events, TV Publicity, The Local Angle
posted On: 7/25/2006: 11:24 am: By Joan
Comments: 8 Comments

Carolyn Cox of Virginia Beach, Virginia asks:

“Optimist International, one of the Big 4 of community services groups, focuses their volunteer efforts on ‘Bringing Out the Best in Kids. Right Here. Right Now.’

“We recently joined the I Keep Safe Coalition in order to help keep kids safe on the Internet. Our first effort is focused on bringing speakers (teens and adults) into the elementary schools with a program to instill a safe Internet ethic in kids BEFORE they create their own page at MySpace.com or enter chat rooms.

“The coalition sent a press release, which got zero response. How can we get the word out to parents and schools that we are here to deliver programs to groups of school age children, within or without the schools?”
 

Posted In: Magazine Publicity, Newspaper Publicity, Pitching the Media, Press Releases/News Releases, Publicity on the Internet, TV Publicity, The Local Angle
posted On: : 1:57 am: By Joan
Comments: 3 Comments

Book marketing expert John Kremer says that if he had his choice between buying an ad to promote a book or going after free publicity, he’d choose free publicity almost every time.

That’s because generating interviews, giving your expert opinion, writing articles and having journalists include excerpts of your book are powerful. So are many of the other things I recommend in “Special Report #40: 42 Publicity Tips for Authors and Small Publishers” most as though the media outlet is giving you its stamp of approval.

John says in today’s issue of his ezine that “advertising in the right place might sell more books, but few authors or publishers know how to advertise effectively, so I don’t recommend it.”

If you do advertise, choose publications that are a perfect fit with your topic. Advertise a holistic title in a publication like New Age Retailer, for example.

Direct mail advertising, done well with things like split-testing, is effective, he says, but only if authors know how to analyze the statistics—something many right-brain authors have difficulty understanding. (I’m right-brain and anything more high school math makes me bonkers.)

I’m with John. I’ll take the free publicity any day.

Posted In: Authors & Publishers, Business Promotion, Publicity for Niche Markets
posted On: 7/24/2006: 9:13 pm: By Joan
Comments: No Comments

At the end of each year, the Queen of Daytime TV Talk Shows makes a list of things she likes, then features them on her show in December.

They’re known to her fans simply as “Oprah’s Favorite Things.” Last year, they included an Apple iPod, croissants from William-Sonoma, a Burberry coat and purse, a Philip Stein Teslar diamond watch and a $49.99 tin of cookie dough so you can make gourmet oatmeal cookies.

Companies lucky enough to be on her list end up with a problem any company would love to have. Here’s what the “Oprah’s Favorite Things” list at her website says: “Having trouble ordering your favorite thing? Due to heavy traffic, some websites may become inaccessible throughout the day. We suggest you try again later!”

O, The Oprah Magazine prints something similar called “The O List” in its December issue. Her other magazine, O at Home, features a similar gift list and is looking for products such as “throws, picture frames, bowls with animal pictures on them, and gold table-top items.”

Amy Bates Stumpf of The Gift List, the subscription-based service that provides leads and pitching tips for Oprah’s media outlets and for thousands of other media that feature special gift sections, says you should be pitching right now if you hope to get your product into Oprah’s December issues. That’s because editors work six months ahead. She doesn’t yet have information on when you should be pitching for the “Oprah’s Favorite Things” list for TV.

Amy said, however, she thinks it’s a long shot that Oprah will choose your product simply because competition is so fierce.

“I think the more interesting story is the voluminous amount of media that goes unpitched,” she said. “There are dozens of regional and smaller outlets looking for unique home products.”

They include Today’s Charlotte Woman, The Tennessee Magazine, At Home In Arkansas, Grand Magazine, Midwest Home, Flaunt, Romantic Homes, and Midsouth Living Home & Garden Magazine. She did a quick search of home decor products for me and found more than 200 editors who are looking for the same kinds of products Oprah wants.

You can see what she means by taking a test-drive and seeing last year’s list. The Gift List also includes holiday-related features being planned by the wire services, TV and radio shows, and newspapers. Tips include everything from how to submit photos to specific kinds of items the editors are looking for.

Posted In: Magazine Publicity, Newspaper Publicity, Pitching the Media, Publicity on the Internet
posted On: 7/23/2006: 11:37 pm: By Joan
Comments: No Comments

Publicity Hound Carolyn-Howard Johnson, publisher of the Sharing with Writers ezine, says her editor at MyShelf.com is looking for another reviewer.

Carolyn writes:

“As many of you know, I recommend reviewing as a way to trade your writing for exposure. Some reviewers get paid but I don’t view it as an income booster — more as a promotion booster. You know, byline, tagline, book cover picture and maybe other perks.”

If you’re interested, email the editor, and tell her where you found out about her.

If you want to read about what MyShelf does for Carolyn’s exposure, read this column.

Carolyn says she, too, reviews books but is so busy right now that she’s not accepting new books. But at MyShelf you can register to see if any of their other reviewers are interested.

Posted In: Authors & Publishers, Publicity on the Internet
posted On: 7/21/2006: 11:05 pm: By Joan
Comments: No Comments