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Please consider this free-reprint article written by:
Todd Brabender
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Article Title: Business/Product Publicity: P.R. Does Not Stand
For Press Release
Author: Todd Brabender
Word Count: 765
Article URL: http://www.isnare.com/?aid=84201&ca=Marketing
Format: 64cpl
Author's Email Address: todd[at]spreadthenewspr.com (replace
[at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=84201
================== ARTICLE START ==================
There�s no denying that the Internet is allowing more and more
entrepreneurs to start their own businesses and effectively
market their new products. However, there seems to be an
increasingly common misconception when these businesses try to
generate media attention and publicity for their products or
businesses. Over the past several years, I have had more than a
few clients come to me seeking �a PR� to get people interested
in their products/businesses. That�s right a "PR". Contrary to
what some people think, PR is NOT an acronym for �Press
Release� � it stands for Public Relations. PR is much more than
just a press release and that distinction is very important to
understand.
I often cringe when I see articles from well-intentioned
�marketing� experts that say, in effect: �simply write a press
releases, pitch it to the media and just sit back and reap the
benefits.� Unfortunately, it is far from being that simple.
That statement pre-supposes that the media release/pitch is
written well � containing all the right elements and newspegs
to catch the media eye � and that it is pitched and maintained
in the correct media market, which is often the downfall of
many amateur PR campaigns. By all means, a press release is an
integral part of a PR campaign. But a press release alone does
not a PR campaign make. A successful PR/publicity campaign for
your business or product should include many, if not all of the
following:
� An interesting, quality, newsworthy product/service that the
media (and its audience) will find merit in;
� A concise, articulate media release or story pitch � not a
glorified ad � detailing the benefits of your
product/business/website and what effect it will have for it�s
users;
� A supply of media �supportives� � product photos (digital &
hard copy), possible review samples, etc.;
� An extensively researched media list detailing all applicable
media outlets whose editorial profiles match your
product/business profile. Here�s an important detail -- the
targets of your pitch should be �name-specific� not just
�title-specific� media contacts. By that I mean the media
market research you compile should give you particulars like
�Sally Jones-Cooking Editor� not just Tribune Newsroom or
Managing Editor;
� A solid, trustworthy media contact vehicle that gets your
release/media kit directly into the hands of the appropriate
reporter/editor/producer and allows them to respond easily to
your pitch. (As always, beware of press release distribution
services that often times indiscriminately spew your release to
hundreds of untargeted media outlets with little or no results.)
Research to find out the preferred method of receipt of your
media targets � don�t just assume an email will suffice.
Whether it�s by snail mail, email, fax or phone calls, the
media can�t run your story if they don�t hear about it. For one
reason or another, some media may decide not to include your
product/business in a placement -- but don�t let them say the
reason is because they weren�t made aware of it;
� Meticulous media relations to immediately fulfill media
requests (photos/interviews/product samples) and extensive
media contact follow-ups over several months to generate as
many placements as possible. Many times, media members can�t
immediately respond to an initial pitch due to tight editorial
deadlines and the time it takes to wade through a multitude of
similar media pitches. I have found, without question, that the
media interest continues to increase as you re-introduce the
pitch and gently �rattle the media cage� over the course of the
next several weeks/months;
� Some sort of media tracking capabilities -- whether it�s your
own media follow-ups, Internet research, or a professional
broadcast/print clipping service. Having �hard copies� of the
placements generated by your PR campaign can be invaluable in
the further marketing of your business/product. Media
placements are a unique validation of the market acceptance for
your business/product and can help you convince new customers of
that fact.
Think of launching a PR/publicity campaign like flying a kite.
The press release (which aptly details your product/business)
is the kite. But if your kite doesn�t have the proper amount of
string, a good tail, a strong wind and the expert manipulation
of the kite flier � it has very little chance of getting off
the ground. But if all theses elements are in place � a
PR/publicity campaign can send your business soaring like a
kite on a breezy Spring afternoon.
About The Author: Todd Brabender is the President of Spread The
News Public Relations, Inc. His business specializes in
generating media exposure and publicity for innovative
products, businesses, experts and ventures.
http://www.spreadthenewspr.com todd@spreadthenewspr.com (785)
842-8909
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================== ARTICLE END ==================
For more free-reprint articles by Todd Brabender please visit:
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