 Category :: PR Articles |
Author :: Bill Stoller  |
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| Article Title :: The Four Seasons of Publicity - Building an All-Year Publicity |
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| If you’re like most publicity seekers, you probably think oneproject at a time. You’ve got a new product coming out in April,so you send out a release in March. You’ve hired a new executive,you’ll put out a release when she’s on board, etc.
For hard-core publicity insiders, though, there’s a rhythm togenerating coverage, based upon the natural ebb and flow of theseasons. Such an approach can help you score publicity throughoutthe year, and will help keep your eye on the ball from Januarythrough December.
Essentially, a yearlong approach consists of two strategies:
- Timing your existing stories (new product introductions, (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: How to Tie-In With News Events to Score Publicity |
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| It’s safe to say that we live in interesting times. It seems wehardly have a breather between wars, tragedies, scandals,epidemics, circus trials and other events that capitalize themedia’s attention. For the business seeking publicity, the "newshole" for more traditional stories -- new product reviews,business features, offbeat promotions -- keeps shrinking as the"big story" mentality takes hold.
Fortunately, you’re not completely at the mercy of world eventswhen it comes to obtaining some exposure. By being smart andaggressive, you can find a way to break through the logjam bytying-in -- where appropriate and tasteful -- with the ne (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: Publicity From Thin Air |
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| In an ideal world, your business would be overflowing withnewsworthy stories, and the media would be waiting with batedbreath for your next press release, ready to give you front pagecoverage.
In the real world, however, it’s not always so easy to generatereal news. There are only so many hot new products orbreakthrough achievements with which a business can capture ajournalist’s attention.
So what do top publicists do to get news coverage for clients whohave no news to share?
They create opportunities for publicity from thin air. A goodpublicist can quite literally invent a story that the news mediawill eat up. And, be (read full article) |
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| Category :: PR Articles |
Author :: Harry Hoover |
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| Article Title :: Grandma Says... |
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| Southern grandmothers have often said, “there are only three times a respectable person’s name should be in the paper: when you are born, when you are married, and when you die.”
This is the one area in which I part company with my grandmothers. Publicity is more critical today for the success of a business than it has ever been (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: Press Kit Elements That Work |
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| Considering how fundamental they are to the publicist’s trade,it’s always amazed me how lousy almost all press kits truly are.Your typical press kit is a bloated folder filled with puffery,hype, irrelevant information and worse. The vast majority ofthese monstrosities do little besides kill trees and clognewsroom trash baskets.
The good news is that creating a press kit that actually worksreally isn’t that hard. Let's look at the elements of a winningpress kit, and help you avoid some common pitfalls.
The Psychology of a Press Kit
There are two fundamental rules to creating a good press kit:
1. The press kit exists to m (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: Forget the Press Release - Here's How to Pitch Like Roger Clemens |
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| Stripped down to its core, publicity is little more than oneperson persuading another. You, the publicity seeker, mustpersuade a journalist that your story is worthy of receivingprint space or air time. Your ability to sell your story to ajournalist is what it's all about.
If you've ever sat with an insurance salesman who droned on andon, you probably know that simpler is better when it comes topersuasion. A few choice words, a brief, well-reasoned argumentand a strong close can make the sale. Too much detail, too muchrambling and too much pontification can kill a deal.
When pitching a journalist, the same rules apply, Keep yourpitch s (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: 8 Ways to Use Local Publicity to Drive Your Business |
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| While scoring anice story in BusinessWeek or USA Today is something tocelebrate, there are times when you need to grab attention a bitcloser to home.
If your business draws its clientele from a specific town, cityor region, focusing your energy on getting an elusive nationalpublicity hit may be overkill, especially when getting publicitywhere you need it -- in your home town -- is often so mucheasier.
Let's look at some techniques you can use to reach potentialcustomers right where you live, through your local papers, radioand TV stations.
1) Get to Know Your Business Editor.
Unless you live in a very large city, it shou (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: The Ultimate PR Edge: Getting Reporters To Open Your E-Mails |
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| You know that getting publicity is vital to the health of yourbusiness. You probably also know that e-mail is the way mostpublicity seekers get in touch with reporters to score thatprecious coverage. Here’s what you don’t know: The vastmajority of e-mails sent to journalists never get read.
Bottom line: if your e-mails don’t get read, you have no shot atgetting the publicity you so desperately need.
Here's how to beat the odds:
Avoiding the Spam Trap
To a spam filter, your humble e-mail pitch may appear to containan array of trigger words and suspicious phrases. A server thatrelayed your message may be on a blac (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: Editorial Calendars: A Key to Publicizing Your Business |
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| What is the one thing that all of the best public relationsagencies do every year?
They research and compile editorial calendars from publicationsthat are pertinent to their client's business.
You should too.
What's an editorial calendar?
Editorial calendars are schedules of what topics a publicationplans for cover for a particular month. For example, the INC.editorial calendar for July 2003http://www.inc.com/advertise/magazine/calendar.html states thatthey're writing an article on various business services.
Bingo!
If you feel that you can (read full article) |
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| Category :: PR Articles |
Author :: Bill Stoller |
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| Article Title :: Creating Your Online News Room: How To Build a Site The Media Will Love |
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| From time to time, people ask me how public relations has changedduring the two decades in which I’ve been seeking publicity. Myanswer: technology. Twenty years ago, the fax machine was anewfangled novelty. Our primary means of communicating withjournalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougherin others - namely, thanks to hordes of clowns with money makingschemes and software that "blasts" press releasesindiscriminately to reporters, it’s become very hard to get youre-mails through to spam-weary reporters.
But there’s another great advantage provide (read full article) |
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