If you’re releasing a report on the state of your industry, what’s the purpose of writing a press release? Why not just post the information to your blog?

In fact, why even bother with press releases? Can’t blog posts serve the same function?

That’s what law firm marketing expert Kevin O’Keefe asked at Real Lawyers Have Blogs.

He will be releasing a report later this week on the use of blogs by large American law firms, and he asked:

“My question is who do I send the press release to? Don’t I accomplish the same thing by posting a blog post with the report as I always have? As a courtesy to reporters and editors, couldn’t I just email them a link to my blog post? How does a press release help them?

“Some law firms and companies use press release services such as PR Newswire or PRWeb for press releases, many in large part for Search Engine Optimization.  Getting links from such sites to your company website or blog using keywords describing your offering causes your website or blog to rank higher on such keyword searches.  But that feels a bit like a sham and I’m not looking for SEO.”
   

Write a release and a blog post

Do both.

Press releases are written much like a newspaper article would be written with “just the facts.” And, of course, you can link directly to the report and anything else you wish.

One of the big advantages of press releases is that journalists, bloggers and others can simply cut and paste from the press release and add what you’ve written to their own copy.  Blogs, on the other hand, are written in a more informal, personal style that make wholesale copying difficult.
  
A blog also serves as a great platform to comment on various aspects of the report, in one or more blog posts. So while that press releases is pulling traffic at PRWeb, your post is pulling traffic at your blog. 
         
  
How to publicize an industry report

I gave Kevin seven ideas for publicizing his report:

1. Write a press release and post it to PRWeb.  Journalists and others can also search the PRWeb site by topic.  I found eight RSS feeds at PRWeb just for legal news. So if the only place that somebody can find info on the report is at Kevin’s blog, they’ll miss it if they’re at the PRWeb site.
       
2. Let your Twitter followers, Facebook friends and LinkedIn connections know about the release. Just give an enticing headline and link to it at PRWeb. (See 11 Ways to Avoid Missed Opportunities on Facebook.)
       
3. Write a blog post that ties into the press release.  Why was the report written? Are the results surprising? Can you offer a behind-the-scenes look at the benefit of blogging for big law firms, something the press release doesn’t explain?
       
4. Post the same press release at your website, in your online press room.  You want to do this so that people who come to your website can find recent information about what you’re doing.
       
5. If you wish, you can now pitch the story to a select group of journalists and bloggers.  These can be people whose names you have collected and put into a database.  I’d create individual pitches for each journalists or blogger, customized for their audience, and then include a link where they can see the press release.
       
6. What about people on Twitter who “tweet” about law-related topics?  Don’t forget about them.  Sometimes you can get far more traction on Twitter than you can in traditional media, simply because of the retweets.
       
7. How do you find people who would be interested in the report and are most likely to retweet?  Go to Search.Twitter.com and search for #law, #lawyers, #legal and other related words, using hash tags.  Twitter will return a list of tweets written by people who have used those keywords in their posts.  You can then go to each person’s Twitter page and decide if they’re worth following.  If so, follow them.  They might follow you back.  You can then send them a direct message and let them know about your report, and link to the press release on PRWeb.
       
8. Finally, how about creating a short video, about two and a half minutes, discussing the report?  You can do this with an inexpensive Flip video camera and upload the video to YouTube, which can pull more traffic to your blog or website.

Kevin might also consider a subscription to Expertclick, the Online Yearbook of Experts. A subscription puts you in their experts directory and lets you post up to 52 press releases per year.  You can then link to these releases from your blog or the online press room at your website. That’s what I do.  Learn more at Expertclick.com.

How do you use press releases in conjunction with your blog?

Patti Chavet of Frisco, Texas writes:

“I’m a sales consultant and I want to brand myself as an expert in active adult lifestyle living in Texas.

“My target market is Baby Boomers, age 55 and older, who want to downsize to a maintenance-free home so they’re free explore personal hobbies, interests, public service, education, travel, etc., all in the company of others who share the same lifestyle.

“I work for Del Webb, whose communities traditionally have targeted retirees looking to downsize. I’m new to marketing, and I’d like ideas and advice on how to use traditional and social media to become the go-to person in Texas who can help Baby Boomers move from big houses to easy-to-manage single-family homes in Del Webb communities.

“Where should I begin? I’ve been in this niche market for more than 20 years, so I’m already an expert. My challenge is to now spread the word throughout Texas. I’d love to hear suggestions from your Publicity Hounds.” 

Artists frequently make the mistake of failing to capture email addresses at their websites because they can’t think of anything to offer in return.

That’s why I was gratified that on today’s preview call for the smARTist Telesummit 2010, the annual virtual extravaganza on how artists can market their work, artist Melanie Banayat asked:

“What’s the best way to use your website to build a mailing list? Internet marketers use lead capture pages to build theirs and offer something of value in exchange for someone’s email address. What can an artist offer?”

Host Ariane Goodwin directed the question to me. Here’s my list of nine freebies:

1. A video. Demonstrate how to do something. An oil painter can show how to blend colors. A needlepoint artist can show how to do a complicated stitch. A woodworker can show the best way to polish a piece of furniture. 
      
2. Special previews. Offer “sneak peek” previews of your artwork and other projects only to those on your email list.
     
3. A coupon. Offer a coupon good for X dollars off a purchase. The bricks-and-mortar stores do this all the time. A good shopping cart will let you create a coupon. Here’s a free ebook on how to buy a shopping cart. (I’m an affiliate.)
     
4. An article. Think of the Number One question people ask about your artwork. Write an article on that topic.
    
5. A buyer’s kit. Let’s say you sell beautiful handmade jewelry. What’s the best way to store it so it doesn’t get damaged?
    
6. A flow chart.  Show the steps you follow to create something.
     
7. Quotations and jokes. If you paint horses, how about offering the top 20 quotes about horses? Or the 10 best horse jokes? You can find them free all over the Internet.
     
8. A trouble-shooting guide. If you sell beautiful clothing made of rich fibers, explain how to remove stains from the material. What can the buyer do if the material snags? What are some tricks on how to cover up a spot that can’t be removed?    
       
9. A cleaning guide. How do you clean various types of artwork or things like delicate figurines, origami,  or beaded jewelry?

I offer a free cheat sheet on “89 Reasons to Send a Press Release” which you’ll get when you type your email address in the box on the right side of this screen. I listed many more ideas in my special report that lists 55 free things you can offer to generate publicity or capture people’s email addresses.

Once you start building a list, keep in touch with your readers by reguarly sending free tips and updates about your businesses. And don’t forget to let the media know about the freebie you’re offering. That’s one of many ways that artists can generate publicity.

If you’re an artist, or you’re in any other type of business, what kinds of freebies do you offer in exchange for email addresses? Let’s hear about yours.

Linda Alexander of Pitman, NJ, writes:

“I work for an association management and publishing company, and we have just published the book Mentoring the Stars: A Program for Volunteer Board Leaders. 

“The book is designed to help new board members on association boards understand their new roles and learn the skills and competencies they need to be a successful board member.  Leadership, decision making, teamwork, strategic planning, effective meetings and mentoring are just some of the topics covered.

“Mentoring the Stars is a great resource for association board members in any industry—nursing, hospitals and health care, education, banking, real estate, human resources, plus church groups, community organizations and more.  While it’s great to be applicable to anyone, it’s also hard to promote to everyone!

“The book is available on our website and on Amazon. We have done some traditional PR and will be trying some targeted advertising on Facebook, Google and Yahoo.  Can your readers offer any suggestions for ways to promote Mentoring the Stars to members of association boards?”

Ted Fuller of Lafayette, Calif., writes:

“Thanks to you and Paulette Ensign, the Tips Booklet Queen, I have completed my first two booklets.

“‘The Best Ideas Yet About Aging Successfully is 16 pages, and ‘Tips for Writing a Great Memoir is 12 pages.  Now comes the grind of contacting book and gift store distributors, retirement home companies, and other organizations serving seniors.

“Any suggestions on how one gets these charming publications publicized so the purchasing departments seek me out with their orders?”

With so many international reporters and editors, TV producers and radio show hosts, it’s more important than ever that you pronounce their names correctly, particularly if you are appearing on their shows or pitching them by phone.

Ditto for potential clients and bosses, or for audience members who you call on from the platform if you’re a speaker or trainer.

HowtoSayThatName.com is the perfect place to learn. First, choose the correct language or nationality from the left side of the screen. Then type in the name you don’t know how to pronounce and click on the audio button. You’ll hear a native speaker pronouncing the name.  

Aside from the more common languages like French, Italian and Chinese, you’ll find more obscure languages, too, like Xhosa, Kikuya, Mandinka, Maasai and Wolof. Want to learn the correct pronunciation but not sure of the language you should choose? Type in the name anyway.  

A hat tip to business networking expert Lynne Waymon who submitted this to the SpeakerNetNews ezine, a terrific ezine for anyone who speaks for free or for a fee.

If you REALLY want to impress somebody and let them know you know the meaning behind their name, check out  20000Names.com, which features 20,000 names categorized by  country, language and meaning. 

Suzanne Wood Raleigh, NC asks:

“I’m starting an after-school writing academy to help kids in grades 8-12 improve their writing.  Services include tutoring and workshops on topics such as writing the college application essay. 

” I’m having trouble figuring out how best to market this academy, because most parents rely on word-of-mouth recommendations for tutoring and instruction, and I haven’t generated enough momentum yet for that to be effective.  Besides, I can’t afford advertising yet.

“Can your Hounds offer some creative ideas for promoting my classses?”

Jeff Clear writes of Monument, Colo., writes:

“I do the Internet marketing for Lasater Grasslands Beef, a grass-fed beef ranch in Colorado.

“Our target audience consists of environmentally conscious people, moms who want to feed their families healthy beef, and people who have spent money on vitamins because they have already proven they will spend money on health.

“Our beef is sold in Whole Foods, so that will give you an idea of the demographics of our customer base. Our grass-fed beef has less saturated fat and is lower in calories than grain-fed beef, and has no hormones, additives or pesticides.  It has higher amounts of omega-3 fatty acids and other vitamins.

“What’s the best way to reach our target market online?”

One of the biggest mistakes people make when measuring the success of a publicity campaign continues to be counting the number of newspaper clippings, or the number of page views, that result from a press release or promotion.

But a pile of clips, or thousands of page views, don’t mean diddly.

Instead, determine whether your campaign did one of these three things:

• Build awareness
    
• Shift opinion
         
• Motivate people to do something (the most powerful of the three)

Changing behavior is so much more effective than simply getting an article published in the Daily Tattler. If your target audience is the under-30 crowd, the Daily Tattler is probably insignificant to your customers. You need to find out where they are, and present a compelling marketing message.  

Did your PR campaign encourage people to make a donation? Or write to their U.S. Senator? Volunteer their time? Opt into an email newsletter? Follow you on Twitter?  Visit your YouTube channel? Download a free White Paper? 

All of those “calls to action” are much better indicators of success, particularly if you can measure the results.

Nancy Schwartz, an expert in marketing for nonprofits, wrote an excellent item about this in the most recent issue of her Getting Attention newsletter. It’s must-reading, even if you’re a for-profit company. In fact, I recommend it for anyone creating a media campaign or a 12-month publicity plan. 

I like her tips so much that I’m featuring Nancy here as this month’s guest blogger. I love her blog, too.   

Media Relations Planning — 11 Steps to Success

By Nancy Schwartz

Relax and breathe a sigh of relief.

• Once you buckle down to this media planning process, it’s extremely doable.  Depending on the time you can dedicate, the process can be executed in a variety of ways.  For example: 
      
• If time is extremely tight, allocate 2 hours weekly to this process.  It will take longer but it will get done.
      
• If you have a bit more time, spend 6 hours a week on this process.  You’ll be done in two weeks max, assuming you have a colleague or freelancer doing the research for you.

The staff or consultant primarily responsible for media relations should own this process and do the initial strategic thinking.  That person, or another team member, can be assigned to research (e.g. to develop your press list).

    
Here’s How to Start

Begin by reviewing this list.

Next, dive into the low-hanging fruit (#1-5 below).  You should be able to complete these tasks without additional research.  Run by colleagues to ensure you are on target.

Assign an intern or assistant (you could even hire a virtual assistant for this) for tasks #6 and #7 to start researching key media to follow, and to draft a top ten press list.

Take these findings, finalize the press list, and address the balance of the planning tasks (#8-11).

Review the draft plan with key colleagues, and revise as needed.

   
The 11 Steps 

1. Estimate what you can invest in building your media relations program, time and budget.
    

2. Set goals.

—What are your three main program goals? 

—How can media relations be used to achieve these goals:  Build awareness, shift opinion, motivate action?

   
3. Define realistic objectives, both output and outcome. 

What do you envision your media work will generate?  These objectives serve as the measures you’ll track to evaluate your success.

   
4. Identify three or less primary target audiences.

—Define each group’s connection to each issue or story, what you want them to do, what is important to them, and what they read, watch and listen to.

—Audience definition shapes your key messages and press list.
   
   
5. Tell your story.  Pinpoint the key messages you’re trying to communicate.

—Try to distill your message into a 25-word (maximum) statement that will get the point across.  Add supporting messages of one to two sentences each, max.

—Make sure these messages are integrated into all of your communications. 

—Mixed messages are confusing.  Consistency ensures that your points are heard and recognized and likely to be repeated.

  
6. Build your media database/press list. 
  
Identity key media covering your issues, themes, geographies via these strategies:

—Capture information on reporters who contact or cover your organization (log conversations/emails with media so you have this information). 

—Find related stories via Google news, noting sources and reporters’ names.

—Exchange media contact lists with your colleague organizations.
      

7. Read, watch and listen to these media over a month or so to pinpoint your top-ten press list.

   
8. Identify the best way to get journalists to cover your story.

Through news releases?  Personal visits to reporters?  On-air interviews?  Each approach has its own advantages and disadvantages.

   
9. Craft the timetable.

—Consider external events, editorial calendars and date-based news hooks.

—Organize key media outreach efforts chronologically and prioritize, being realistic about what you can accomplish.
  

10. Define the work plan, and roles and responsibilities.

Remember, everyone on your staff and your external supporters are communicators.  Give them what they need to spread the word directly as well as via media contacts.
    

11. Track, measure and fine-tune (ongoing, forever).

—Log all contacts with the media.

—Make the log easily accessible.

Let me know how this process works for you!  I’ve used it with client organizations time and time again with strong results.

And please let me know if you have any steps to add to this process, or guidance on those listed here?  Please share them with me today.

*     *     *

Nancy mentions hiring a virtual assistant to help. I offer more tips on how to do this in my article on how to train your virtual assistant to help with publicity.

Cynthia Barnes of Fort Wayne, Ind., writes:

“After moving to Fort Wayne, Ind., and being unable to find an African American doctor, I decided to create BlackHealthCareProviders.Org.

“The site has a nationwide free referral service that helps consumers find black health care providers in their own neighborhoods. The challenges I face are getting the word out to enough doctors so they’ll visit the site and register, and spreading the word to enough consumers to let them know that this directory is available.

“I’d like to make money from the site eventually, via pharmaceutical endorsements, but for now it’s just a labor of love. What ideas do your Hounds have for marketing the site to doctors and consumers?”

(Shutterstock photo)