 Category :: PR Articles |
Author :: Joan Stewart  |
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| Article Title :: How to Work with Newspaper Photographers |
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| The next time a newspaper photographer takes your photo, remember the 8 things they hate:1. Bossy people who demand that other people be included in the photo, so there won’t be hurt feelings. Never tell the photographer whom to photograph. This puts them on the spot. Usually, the photographer will oblige and take a few shots just to placate you, then make a mental note that you’re a real pain to deal with.2. Know-it-all photo subjects, usually amateur photographers, who think they know the correct angles, lighting and backdrops. The photographer doesn’t tell you how to do your job. So you shouldn’t tell her how to shoot a photo.3. Not giving the photographer (read full article) |
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| Category :: PR Articles |
Author :: Harry Hoover |
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| Article Title :: Advertising Is Dead. Long Live PR |
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| Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands. But this was in a simpler America. That America, sadly, is no more.I’ve been re-reading The Fall Of Advertising & The Rise Of PR, by Al and Laura Ries, and it is their book that has moved me from suspicion of advertising’s demise as a brand-builder to conviction.As the Ries’ say, “Publicity is the nail, advertising is the hammer.” What does this mean? It means that your PR effort helps make your message believable so that your advertising will have credibility w (read full article) |
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| Category :: PR Articles |
Author :: Harry Hoover |
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| Article Title :: Don't Be Incredible |
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| Public relations is all about credibility and trustworthiness. If you don't practice PR, then you are likely to be incredible.Some of the elements of a PR program include research, media
relations, publicity, special events, employee relations,
client relationship management, crisis communication, trade
shows/conferences, community and government relations, and
corporate identity. PR helps you shape internal and external
opinion about your organization with an eye toward building
support among your key "publics."What can you expect from PR if it is done correctly?- Boost Credibility. Media coverage or word-of-mouth from the
right people heightens your credibilit (read full article) |
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| Category :: PR Articles |
Author :: Harry Hoover |
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| Article Title :: Be Patient? Nah, Let's Kill Something |
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| There's the old joke about the two buzzards sitting in a
tree overlooking a highway. One responds to the other, "Be
patient? I'm hungry. Let's kill something." Just like that
buzzard, it is not in the nature of most marketers to be
patient for business to grow. They want to go out and "kill
something," too.The trouble is that most marketers go after new business the
wrong way. They want to "take down" the new piece of
business using all the tools of the trade from advertising
and direct mail to cold calling and event marketing. This is
an expensive way to drum up business. Your existing clients
are just waiting to tell you about people they know who
could use your services, and the (read full article) |
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| Category :: PR Articles |
Author :: Nancy Jackson |
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| Article Title :: Write Press Releases That Dazzle |
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| When a reporter is wowed, intrigued, surprised or captivated by your press release, you can be pretty sure you’ll get some media coverage. And for most businesses, positive media coverage is worth its weight in gold. The bad news: Although truckloads of news releases fill reporters’ inboxes every day, few of them are dazzling, or even interesting.As a former editor, I speak from experience when I say that most press releases end up in the garbage can. But don’t let that stop you from sending them — a well-written news release can generate more publicity and goodwill than you could ever accomplish with a paid advertisement. To help keep your release out of the garbage and ge (read full article) |
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| Category :: PR Articles |
Author :: Michael Schwager |
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| Article Title :: Using Publicity As A Creative Marketing Tool |
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| Publicity is an important and often overlooked tool of creative selling; and a more cost-effective way of reaching your target audience than advertising. With the inherent third-party endorsement of the media implied in every editorial story, a news or feature article in a newspaper, magazine, or on television or radio, is an infinitely more credibly-perceived communications message than an ad or commercial. Publicists less frequently are favored with hard news stories. They are more often tasked with getting “softer” news and feature stories on-air or in print. Here are some techniques involving creative conceptualization and application – what I call CREATIVE FORMATTING – and (read full article) |
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| Category :: PR Articles |
Author :: Michael Schwager |
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| Article Title :: GETTING YOUR MESSAGE ACROSS |
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| You have a story to tell. Your company has developed a revolutionary new product, or an improved version of one that is known and respected in the marketplace. Most companies are media-savvy enough to take a proactive approach to publicity. Yet there are many firms that instead sit on a new development, waiting for the press to come to them because they are unsure of how to “break the news.”The vehicle for the announcement is critical. One should avoid the “shot-gun” approach to publicity. In most cases, a technique referred to as “editorial cultivation” works. Determine the appropriate initial outlet – a magazine or newspaper, for instance – and approach that (read full article) |
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| Category :: PR Articles |
Author :: Michael Schwager |
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| Article Title :: The Art Of Persuasive Pitching |
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| Media placement is an art. Practicing it often requires as much attention to approach and style as it does to the focus of your story. While it’s important to know how to use creative formatting techniques that can enhance editorial reception to a story (see article, “Using Publicity As A Creative Marketing Tool”) publicists can benefit from mastering some useful tips prior to approaching, by e-mail, snail mail or phone, the keepers of the media gate.
Some Basic Assumptions:* Always tell the truth. Make sure your product or service does what it says it does and your information is accurate. If a question is put to you that you do not have an answer for, indicate to the repo (read full article) |
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| Category :: PR Articles |
Author :: Paul Furiga |
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| Article Title :: Forget The Story You're Promoting – Here's What Journalists Really Want From PR People |
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| Although it seems less common these days, there are still a fair number of us
public relations practitioners who enter the business by crossing over from the
journalist’s side of the notebook.When you make that transition, you become something of an oracle.
Colleagues and clients expect you to be the walking, talking answer to the
Rubik’s cube puzzle of how to gain the attention of the media. If only it were
that simple!Landing media placements is at least as much about art as it is science.But it’s also about you and who you are as a PR person. What did I learn in two
decades of writing and editing for newspapers, magazines and news services?Fir (read full article) |
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| Category :: PR Articles |
Author :: Marisa D'Vari |
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| Article Title :: 10 Tips for Tantalizing News Releases |
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| Want to get radio interviews and coverage in print publications to sell more books?
Master the art of writing magnetic media releasesthat attract attention of editors and publishers.
A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people.
Because of its official sounding name, authors oftenmake the mistake of sounding like Sgt. Friday of the TV show "Dragnet" when they write the release, and make it Too fact oriented.
Don't forget that real live people, editors and producers, must pull the release from the fax (read full article) |
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