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Add You - Publicity is NOT About Press Releases!
As I write my 64th article about the Yellow Pages, it reminds me of how the best things continue to stick around. For example, the YP were started as a pamphlet in Wyoming over 100 years ago. It became an easy way to keep track of a small number of local businesses. Today, they are a household name. They are still the book picked up when someone has a need. There are few service businesses that don’t have an ad in the good ole YP.With the advent of the Internet, most nay-sayers have doomed the YP to the way of the dinosaur. They claim that people prefer the speed of the digital age. They point to more surfers using online newspapers and magazines as their first choice. But there is a fatal flaw in their thinking. You cannot compare ads online.Say you are looking for a plumber on the net. After you do your local search and get a list, a few have ads, which you may click on “one at a time.” So how can you compare features and benefits, unless you go to the trouble of creating screen shots of each ad and placing them next to each other? The printed product not only has the line listings of every business in alphabetical order, but also ads that can be torn out and written on, as needed. Th
Second, most newsrooms have cut thei
When you are in business and considering opening a new factory, industrial unit or business you must be wise as to keep things quiet. Why you ask? Well if you are in a limited industry sub-sector you may find that the equipment makers in the industry have a network and the word spreads like wild-fire in the industry.Let us say you are building a produce processing center? There may be only 2 or 3 makers of certain types of equipment for conveyors and size and shape sorters. You may find the XYZ Company guys are in Bed with Vern Johnson company over there at Blue Harvest Produce Processing or claim to be. So you must be careful of what you say and who knows who. Perhaps you are thinking I thought the Johnsons were smarter than that, they probably are, they cannot be all that stupid?The XYZ Company Group sure allows a lot of lose lips to sink ships and this is quite common and you might never know this or consider this when entering the niche processing of peaches in Georgia. You would be wise to keep what you are doing close to the vest, as you maybe surprised how many people are very close to the industry. From bankers, insurance people, real-estate professionals, lawyers to equipment m
Well, we're here to tell you that, despite what you've heard, that could not be further from the
truth.
Sending out press releases is not the first step in obtaining meaningful media coverage of your product, service or business.
It’s not that there’s never a place for them. There is. Every once in a while. If you have
a huge announcement to make. Or an event you want to get a listing for.
So, why aren't press releases the publicity panacea you might have thought they were?
First, reporters and editors are flooded with press releases. Some of them receive hundreds of press releases every day, most of which are self-serving and completely un-newsworthy.
For media, press releases have become the equivalent of junk mail. They just don’t have the
time to sift through all of the press releases they receive every day. So, what do they do? They
ignore them or hit the delete button without even bothering to read the content.
Second, most newsrooms have cut their
tin•ker n. To manipulate unskillfully or experimentallyAs an entrepreneur, you probably like to tinker. You probably like to ask a bunch of questions to the point that you get annoying. You might like to experiment with different machines by taking them apart. Or you may even like to take peoples’ sentences apart while they are speaking to you and analyze every single word for their true meanings and intentions.The tinkering mind is a great mind; it’s a sharp mind that stays hungry with a voracious appetite for understanding, manipulation, and the unknown. If you aren’t tinkering, then you should be.Here is a list of 5 things that you can begin your tinkering journey with:1.) When somebody tells you something that they have done and want you to give it a shot, then go for it but make sure to tinker. For instance if your friend tells you to try a new recipe for brownies, then why not add a few of your own ingredients to see if it’ll taste better. It may or may not, but that’s not the point. The point is to try new things and experiment.2.) If you like to read books, then start combining ideas that you have learned from va
Well, we're here to tell you that, despite what you've heard, that could not be further from the
truth.
Sending out press releases is not the first step in obtaining meaningful media coverage of your product, service or business.
It’s not that there’s never a place for them. There is. Every once in a while. If you have
a huge announcement to make. Or an event you want to get a listing for.
So, why aren't press releases the publicity panacea you might have thought they were?
First, reporters and editors are flooded with press releases. Some of them receive hundreds of press releases every day, most of which are self-serving and completely un-newsworthy.
For media, press releases have become the equivalent of junk mail. They just don’t have the
time to sift through all of the press releases they receive every day. So, what do they do? They
ignore them or hit the delete button without even bothering to read the content.
Second, most newsrooms have cut thei
Business management, when will you ever listen? Your business management approach should be so different. I mean, really, they seem to already have their answer to any question or proposition you may present. This really is a reason nature gave us 2 ears and only one mouth: To Listen More. So, hey, boss man, just listen to us and we may be able to achieve for the company what you are responsible for. For starters, do we really need all of these people around here? Have you ever done any sort of time study on their jobs? I did one at a manufacturing plant the other day, and within 1 hour of measurements, saw we could eliminate 3 positions in the plant. This is a savings of $250,000 a year, all in just 1 hour. The employees would just be reassigned to where we are currently staffing persons. How simple was that? But when you take it to management, they want to schedule a meeting with the other managers to get everyone’s opinions. Opinions on what? We are talking about $250,000 a year. Maybe it is because it was not their idea.How about delegating a few items? We really do not need all of the micromanaging. Just tell us what to do, and we will do it. Don’t worry about how we get from A to
It’s not that there’s never a place for them. There is. Every once in a while. If you have
a huge announcement to make. Or an event you want to get a listing for.
So, why aren't press releases the publicity panacea you might have thought they were?
First, reporters and editors are flooded with press releases. Some of them receive hundreds of press releases every day, most of which are self-serving and completely un-newsworthy.
For media, press releases have become the equivalent of junk mail. They just don’t have the
time to sift through all of the press releases they receive every day. So, what do they do? They
ignore them or hit the delete button without even bothering to read the content.
Second, most newsrooms have cut thei
Recently, a business associate, Mike, mentioned that he was doing a show at a local university and stopped by the faculty dining hall to get lunch. He said that, while waiting on line, the service was poor. The line moved slowly, the counterperson was disinterested in what she was doing…and it showed. It was not a pleasant customer experience.It was Mike’s turn to order and the counterperson continued to show her disinterest…no eye contact, moving like it pained her, and no enthusiasm in her voice. Then when she finally looked up to give Mike his food, she noticed his nametag with his name and company. She realized that Mike worked for a bank where she just opened an account. Well, she turned into another person. She was excited when telling Mike about her excellent experience at his bank. In an instant she was vibrant, alert, smiling, and alive!The question is, "Why couldn’t she behave that way whenever she interacts with a customer?" We can ask this question whenever we interact with people in customer service situations. In many situations, the persons serving us act like they are auditioning for the role of a zombie in the movie, "Dawn of the Dead." Wher
First, reporters and editors are flooded with press releases. Some of them receive hundreds of press releases every day, most of which are self-serving and completely un-newsworthy.
For media, press releases have become the equivalent of junk mail. They just don’t have the
time to sift through all of the press releases they receive every day. So, what do they do? They
ignore them or hit the delete button without even bothering to read the content.
Second, most newsrooms have cut thei
Mixers, After-Hours socials, and Meet & Greets. Don't settle for looking like everyone else when you attend a business networking event. Name tags are a great way to stand out.Instead of using the standard badges provided at the event, have your own special group of badges. For just a few dollars you can purchase materials that will allow you to create your personal set of distinctive tags. You easily get noticed while everyone else wears the same as everyone else.Add your value statement, some color, your logo, whatever is appropriate - particularly something that appeals to your target markets. You can produce several different ones in-house very inexpensively or have them done by a commercial printer, depending on the event you attend and the audience involved.Always pay attention to the badge holders when you attend conferences too. If one is ideally suited to one of your target prospect groups, then keep it for future use. I attended an event recently where the theme was "Driving Business" , which is perfect for my target market, since my focus is helping small business owners get more clients and sell more products and services. Since the theme was printed on the badge hold
Second, most newsrooms have cut their budgets way back. As a result they are extremely short
staffed, and what staff they do have is severely underpaid and overworked.
That’s good news for PR people and others who know how to help these individuals, because it
means they are looking for ways to make their lives easier, and that they are open to solid story leads. But it also means that, once again, they do not have time to sift through a bunch of press releases that flood their in-boxes on a daily basis. They are doing the jobs of two -- and sometimes three -- people, and they are extremely stressed out. They want ideas that will make their lives easier, not junk mail that takes up a lot of their time and offers them little or no substance.
Now that we understand a bit more about just why press releases are not the way to entice the media to cover your product, service, or business, let’s talk about some strategies that will interest them. If you follow these ideas you will be sure to win friends in the media and garner positive coverage for yourself in the process. Her
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