Do you post news releases on the Internet? How does your service compare to other Internet news release services?
No. The news releases are sent directly to key editors via email at daily and weekly newspapers, magazines, news services & syndicates, radio and tv stations and shows, and Internet publications. Be aware of the risks of using Internet publicity services. Some online news release distribution service simply post release and create indexes or summaries on selected web sites. These will disappear within a few weeks. I also have not seen any reliable data that shows that news releases posted on these web sites have any effect on search engine rankings, like some have claimed. These services rarely produce bona-fide truly documented publicity success. The supposed hits are produced by spiders and robots, and do not mean that real people are writing articles or producing interviews or feature stories.
Do you use fax or email?
We use email more than ever. We used to do more fax but media is going greener every day and more media respond to email than ever before. It also allows us to reach the maximum number of media at the lowest cost and we are seeing the best response. But for some clients we still split the lists and send via fax to a portion of the lists as well. I will recommend to you and we will decide together what's best for you.
How do you target and prioritize?
No matter whom I work with, being successful with the media requires a personal touch. Success only comes from a careful integration of marketing and PR. I am an expert in using media databases and in creating custom media lists. I build the lists layer by layer. No matter what, I will target and prioritize the best media list for you and with you. We can target by subject, by media, by circulation, by category, by editors type or by whatever targeting criteria is appropriate for you. I will work with you to identify who your customers are, and then what they read, watch, or listen to, especially when they are in the best buying mood.
How do you write news releases that really get media attention?
You need to learn what media editors and producers want. Then you have to produce and present what they need. There's a bit of psychology here that many people don't understand. Media are publishers. They need publishable news, education or entertainment. They don't want to be sold product. They resent being asked to give you free advertising.
The free articles section of the web site has numerous articles on this subject. You can also download the free pdf file version of my book “Trash Proof News Releases”.
Do you want to see your media response improve dramatically? Send a news release that pushes the media's hot buttons.
Tell me a story (a short, bed time story), give me a local news angle (of interest to my particular audience), hit me in the pocket book (make me or save me money), teach me something I didn't know before (educate me), amaze me or astound me (like in WOW!), make my stomach churn (in horror or fear), or turn me on (yes, sex sizzles).
Give the media what they want!
I've studied what the media seeks and what they actually publish for decades now and I believe you can boil it all down to one simple formula. Here it is:
These letters stand for "Dramatic Personal Achievement in the Face of Adversity plus a little Humor."
If you look at almost every media around you, from the front page of USA Today to the Olympics to the evening news to the sitcoms on TV, you'll see this is what the American public wants, desires, and craves.
As a culture, we crave to see the human spirit triumph in matters of the heart, and in trials of hardship and tragedy. We ask to be uplifted right out of the humdrum of our everyday reality into the exhilaration and extreme emotional of those who are living life on the edge.
It galvanizes our attention. It rivets us to our seats. It captures our attention and our hearts.
And this is what the media seeks to provide. This is what works.
You will see these elements everywhere you look in varying degrees. It is a rare media feature that doesn't contain these items. The media uses technology to increase the assault on our senses, enhance the effect, and make our experience ever more compelling and memorable.
And if you are writing a news release, what you have to do is recognize this desire and need, and then cater to it.
Do your best to write a news release so that it interests as many people in the audience as possible. Ask yourself who these people are and talk to them. Do your homework and know who your book, product or service will appeal to.
Then, write your news release so that it tells a story. Describe the 5 W's: the what, who, where, when, and why, in dramatic personal adversity and achievement terms. This helps you cast your spell to the widest possible audience.
If you give the media what they need, they'll give you what you need. Publicity.