Showing posts with label Press Kit. Show all posts
Showing posts with label Press Kit. Show all posts
How to Publicize Your Publicity
"What you do with your media coverage is nearly as important as getting coverage to begin with."
I know some pretty smart business women.
Christy is one such smart cookie. A newspaper was featuring her in an upcoming article and she asked me for advice on how to make the most of it.
Mary contacted me when she had a blog talk radio show coming up and wanted to know how to maximize her media coverage.
Jaclyn had many photos of her experience at the TV station and wanted to know how to use them to promote her business.
These ladies all have a goldmine on their hands, even with just one media win. And they are all spot-on in terms of planning what to do to use these experiences to their maximum potential. I am an advocate of publicizing your publicity because what you do with your media coverage is nearly as important as getting coverage to begin with.
When you find yourself in the same boat, here is a list of some things you can do with your coverage:
1. Send an email with a link to your article or a recording of your interview to your clients and potential clients. Let them know that you thought they may be interested in seeing what you are currently involved in.
2. If you're more of a paper person, send a print copy of your article your clients, potential clients and partners, along with a short note, too. Let them know that you'd like to share a recent success and that you appreciate their business.
3. If you publish a newsletter or ezine, let your readers know that you were recently covered in the media and include links if appropriate.
4. Print off all articles and start a "media coverage" binder. Use this at tradeshows, events, in networking and to show to potential clients.
5. Send out a status update in your social media outlets saying something like, "I'm honored to be quoted in an article called (article title) in the newspaper today." Also include a link.
6. If you have a planned TV spot or radio interview, send out a status update letting people know where to go to see you or hear you.
7. Add a spot on your home page stating: "As Seen In" and add logos of places you've been covered. See my web site for an example.
8. Add your media coverage to your bio.
9. Send a notice to your membership organizations letting them know that you were featured in the media. Generally speaking, membership groups like to promote their members' successes.
10. If it's appropriate, you can include your media coverage in proposals.
11. Going to the radio station or TV station to do a live interview? Take along your camera and use it. Take photos of you by the news van outside, in the lobby or with the news anchor or radio personality. Use these images in your newsletter, on your web site and share them on social media.
12. Use your Flip camera to shoot video of you being nervous before your interview and also your post-interview "high." Share them in social media or place them on YouTube.
13. If you have even a few media wins, create a 1-minute video of your media coverage highlights and post it on YouTube. Add the link to your video to your online press kit. Some media outlets like to see where you've been covered before.
14. Send a short thank you note to the reporter or a congratulatory note to anyone else featured in the article that you'd like to pursue a relationship with.
15. Add a page to your online press kit about media outlets where you've been covered.
There are many ways to get the most out of your media coverage. The point is this: Once you are covered in the press, make the most of it.
By Meredith Liepelt
© 2011 Meredith Liepelt, Rich Life Marketing
Image by Edyta Pawlowska
© 2011 Meredith Liepelt, Rich Life Marketing Meredith Liepelt, President of Rich Life Marketing, offers a free report called "101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile," which can be downloaded immediately at RichLifeMarketing.com.
Creating a Press Kit for Your Interior Design Business
One of the best ways to market your interior design firm or interior decorating company is to get in touch with the media so that they can position you as an expert in the field. Most media professionals will request a press kit as the first step to getting an interview or being referred to a publication or television spot for some exposure, so you need to create a high-impact and professional kit to secure your spot.
Here are the essential components of creating a press kit for an interior design business:
The Cover Letter for Your Press Kit
The cover letter is one of the most important elements of your interior design business's press kit because it is the first item the media professional will see when you mail them the kit. The cover letter needs to include contact information and provide a brief introduction to your company. The letter should not be longer than a page and needs to be printed on company letterhead. It should include:
- The name and title of the owner
- A brief summary of your interior design-related education, and what specifically makes you an expert in the design field
- How you can be contacted (e-mail and direct phone number)
- A picture of the owner
The Company Overview of Your Press Kit
In order to be positioned as an expert in the field, media professionals need to know what makes your interior design firm or interior decorating company different from the rest. This is your chance to present the backbone of your business. The company overview needs to include:
- Your interior design firm's mission statement
- What the interior design firm's goals are
- Your unique services, products or affiliations (e.g. specific brands that you work with, furniture vendors and notable professionals from the industry who you may consult with for business)
Marketing Collateral of Your Interior Design Business
Media professionals also need to learn about your business through the client's eyes, so a portion of the press kit for your interior design business needs to contain brochures, flyers, postcards and other marketing materials that you may have used to promote your business recently. You can include a brief statement or introduction that explains when and how these items were used as part of your marketing plan.
Case Studies and Testimonials
You can establish credibility and authority as an expert in the interior design or interior decorating field by
including one or two case studies with before and after photos of the project, as well as testimonials from satisfied clients. Case studies and testimonials shouldn't be the focal point of your press kit, but can be included as support for your company and your work.
Samples of Your Work
If you have been in business for several years, you will probably have a large portfolio of photographs and samples from clients. Create a two to three page samples page that includes before and after photos of clients you have worked with (if they have granted permission to use their project for marketing purposes), and any website links to photos of rooms and living spaces that showcase your best work.
Creating and distributing a press kit for your interior design business or interior decorating company can be an effective marketing strategy, but you need to make sure it contains all of the necessary elements that media professionals are looking for. From the cover letter to the samples page, use these tips to create a compelling and unique press kit so that you can position your firm in the spotlight.
Sabah Karimi is AC's 2008 'Content Producer of the Year'. She's been featured in The Wall Street Journal, and on The Early Show on CBS News for her work with AC. She's also the author of "The AC Source Book", a blueprint for success with Associated Content.
4 Stories to Get Your Design Firm in the Media
Are You Sitting One of These Four "Bookable" Media Stories?
You as a business owner want free positive media coverage. Media outlets need relevant and interesting stories to tell that keep their readers, viewers and listeners interested. Together you are a match made in heaven, but the trick is to find the balance between providing the media with a truly interesting and honest news story instead of what they would consider to be better suited as advertising.
Finding your best media story is crucial if you want media coverage because you can't generate media coverage without a great story to tell. When brainstorming your best media stories, keep this in mind: Reporters, producers and editors are always going to be asking this question:
Will my viewers/listeners/readers care about this, or will they reach for their remote control, change the radio station, click to the next web site or just turn the magazine page hoping for something interesting elsewhere?
It's the age-old acronym, WIIFM: What's In It For Me? (Or rather, my viewers, listeners or readers.)
It is your job as a business owner to find a way to make the media perk up and say, "Hey-this is interesting and different or relevant. Let's do a story." Here are four great ways to generate this kind of interest:
1. Human Interest Appeal
For example: One of my clients is D.A.R.E. America, and I do PR for their after-school dance program called D.A.R.E. Dance. When Hurricane Katrina hit in 2005, a 7th grader from Chicago contacted D.A.R.E. Dance to see if she could collect gently used dance shoes at her dance studio and send them to Houston so the displaced kids could have dance shoes. We helped coordinate this project with her and also sent out a press release about her project to the media in Chicago. This human-interest story was picked up by a large magazine in Chicago and she had a reporter come out an interview her, take photographs of her and so forth. The coverage was fantastic, and although it was not a piece where the focus was on D.A.R.E. Dance, it certainly helped in our PR, community service and fund raising efforts!
2. Hard news
These stories are usually information-based.
For example: Stories that are political in nature. Other hot items right now are anything around "green" initiatives and new technology.
3. Piggybacking
This term means that you can comment on a national story. You take what's out there on a national level and be the local tie-In. Local media love this!
For example: If you are a divorce attorney and a high-profile couple is in the news because of a separation or divorce, you can send out a press release about what couples can do to prevent a sticky divorce, what the steps are to an amicable divorce, or other angle that works for you.
Another example: Young girls in Hollywood seem to constantly be in trouble. If you're a coach for mothers, you can send out a press release about how to prevent your young daughters from ending up in similar situations.
4. Offering a Solution to Problem
As an expert in your field, you have solutions to common problems. Your solutions are a prime media coverage opportunity.
For example: A report is released that shows that most home owners aren't properly insured. You offer a complete insurance package that meets the needs of home owners. You can send out a press release to this effect.
I trust you see that finding your best media stories is worth spending time on if you really want more media coverage. Many times, business owners are so close to their genius work that it's too difficult to see their best media stores. But keep this in mind: The media truly needs you-yes, you-to fill their air time and their publications. Take time this week to brainstorm and tell your best media stories that make the media say "Yes!" And if you need help, reach out to someone to help you unearth a great story that may be right under your nose.
By Meredith Liepelt
© 2011 Meredith Liepelt, Rich
Meredith Liepelt, President of Rich Life Marketing, offers a free report called "101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile," which can be downloaded immediately at http://www.RichLifeMarketing.com .
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Raising Your Profile: Myths and Truths About Self Promotion
Are you feeling stuck when it comes to promoting yourself and your business? If so, you are in good company. A recent study showed that women fall short of men in the area of self-promotion. While this study focused on women in corporate America, I believe the same is true for women in business for themselves. Self-promotion tends to get a bad rap, particularly from women. But what is at stake is the likelihood of building a sustainable business.
Here are seven myths and truths about self promotion, which I prefer to call "raising your profile." It is my intention that these myths and truths will expand your vision of your profile-raising activities and practices. I hope that these myths and truths stretch your vision of what is possible for you as an authentic promoter of your work and the results you bring to your clients and customers.
Myth #1: It's tacky to self-promote
Truth: Let me be blunt here: If you are not out there actively promoting your products and services, you are not changing as many lives as you could otherwise. It's really as simple as that. There is nothing tacky about helping others. By letting others know exactly how you can help them, you are providing a valuable service to them. You are not doing any favors to yourself or to others by remaining "the best kept secret" in your industry.
Myth #2: It's so hard to promote myself.
Truth: Having a plan of action to raise your profile is extremely empowering. Your plan gives you a sense of clear purpose, and every activity builds upon the next. Before you know it, you'll leave a long trail of success behind you! And the more you put yourself out there, the easier it becomes. Trust me, the thought of attending a networking meeting or speaking to a group of even ten people used to make me shake in my boots! If you work on changing your mindset around this myth, you can create a major breakthrough quickly. It's like Henry Ford said, "Whether you think you can or can't, you're right." So instead of saying things like, "I can't possibly speak in front of a group," say this, "Speaking is fun and easy." Say it until you believe it and then look for evidence that this is true in your life today. It's there if you look for it. And then start small. Speak for your cat or your mom. Then a group of 3 friends and then finally, a group of five ideal clients at a casual spot like a Panera community room. Then, you're on your way!
Myth #3: It takes a huge publicity budget and years upon years to raise my profile
Truth: Come on! You're more creative than that! There are loads of things that you can do to become more known to your ideal clients. Some do require an investment, which is fine because you have to invest in yourself if you are an entrepreneur, but some are free or low-cost. For example, here are just a few things that I have personally done in the past few months, and you can too: wrote a book and held a successful book launch party, created an introductory CD to give to potential clients, been featured on TV and in the newspaper, been quoted in yet another business book and had a new headshot done. I am here to tell you that you don't have to be a rocket scientist to create the image and high-level profile you desire. All you need is a plan and the moxie to implement it!
Myth #4: I need credentials first
Truth: Unless you are a doctor, dentist or other business owner that truly does need to be credentialed, the letters you desire after your name are not a requirement. You are enough. If you want to be certified in your profession, then absolutely go for it! But don't think you have to wait until someone crowns you as an expert before you get started. By in large, people don't care about the ABC's behind your name. They just want to know that you can solve their problem.
Myth #5: "Promoting" myself means "selling" myself, and selling is bad
Truth: If you don't sell anything, then you are not in business. You have a "pretend" business or an expensive hobby. If you do not sell, then you are not enriching lives through your programs and services. Can we agree that your work changes lives? And that others need to know about you? If so, then it's time to let go of this obsession with not wanting to sell. There is no shame in charging appropriately for the important results you help your clients and customers achieve.
Myth #6: The best way to raise my profile is by being on Oprah
Truth: Ok, being on Oprah is a dream for many of us, myself included. However, being on Oprah is not a marketing plan! And many, many successful people have never been and will never be on Oprah. In fact, the vast majority of business people fit into this category. I don't know about you, but I would be perfectly happy having a wildly successful business and never being on Oprah. Now, I'm not a dream squasher, so if this is truly important to you, create a plan and get training and other media experience so you will be ready when Harpo calls.
Myth #7: If I'm worth my salt, my ideal clients will automatically come without a lot of promotion
Truth: This is so false. People need to hear your message between 9 and 27 times before they even remember your name, let alone buy from you. What that means is that you need to reach out to your potential clients up to 27 times before they even recognize that they have heard of you! How do you reach out? Through self-promotion activities like post cards, your ezine, phone calls, speaking and so forth. Even people who are slightly interested in your products and services need to learn that you are the real deal. They need to be convinced that you are credible and can help them solve their problems.
Action Step:
If you are like the majority of people who struggle with self-promotion, I encourage you to write out ten answers this question. In other words, fill in the blank at least ten times, although I'm sure you could fill this in at least thirty times. Be as specific as you can:
The results that others receive from working with me include: _________________.
Now, take your 10 answers and add them to the end of this sentence:
By holding myself back and not promoting my services, I am not able to help others _____________.
Get it?
By Meredith Liepelt
© 2011 Meredith Liepelt, Rich Life Marketing
Photography by Vladimir Mucibabic
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Preparing for Interview Success! 7 Tips to Maximize Press Coverage
Be Prepared for Interview Success! Seven Tips to Maximize Coverage
Do you 'wing-it' because you're busy? Or, do you set aside some time to get ready and rehearse your key messages to maximize this opportunity?
'Be prepared,' the age-old motto of the Girl Guides association is the key to interview success. You've done the hard yards and got your 10 minutes of fame, don't spoil it.
Being interviewed for radio, TV, print or online media is a golden opportunity to reinforce your product, expertise, service or your cause and ultimately add to your bottom line.
Here are seven tips for being prepared for media interview success:
- Know your facts and anticipate questions you may be asked. Brainstorm with a friend, family member or colleague potential questions including those 'difficult' questions. Ask them to become the interviewer and practice your answers until you feel comfortable.
- Always carry a copy of your press release with you, with essential key messages and other vital information highlighted. That way when you speak to the media, you have everything you need right in front of you.
- If you're interview is face to face, make sure you arrive early so you can relax and possibly chat to the presenter, producer or journalist beforehand to establish rapour and get more insight into the interview process.
- For telephone interviews find a quiet space, turn your mobile off if you're on a landline, and ensure there's likely to be no distraction.
- Prepare some bridging phrases. This will enable you to take the initiative and lead the interview if you can. For example "That's an interesting concept...but what I think is important is...", "I think you've missed an important issue here..." or "I'm glad you asked me that...because my company is also concerned and we..."
- Speak clearly, sound energized and restrict your use of jargon. If you've got difficult concepts to get across, rehearse beforehand how best to convey these.
- And importantly, make sure that your office and colleagues are aware that you are being interviewed so that they are prepared for any influx of calls, hits to the website and so on.
Once you've distributed your press release, a journalist may contact you immediately especially if they're writing for an online publication. If they do and you're not a hundred percent ready, see if they can make an alternative time. Generally this will be acceptable.
If you feel as though you or your spokesperson needs some professional media training, there are PR agencies that offer this service.
By Julie J. Morgan
Photography by Michal Koralewski
Julie Morgan is founder of http://www.prguru.com.au With more than 25 years experience in the PR industry, she has helped many businesses achieve priceless publicity. Julie is also a member of the Public Relations Institute of Australia (PRIA) and PRIA Registered Consultants Group
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How to Follow Up Your News Releases and Story Pitches
Can you remember a story idea you pitched a year ago that resulted in no news coverage of any kind?
If so, how quickly could you respond if a reporter called you today wanting to cover the story? Would you start groping for words, or asking questions like "Who did you say you wanted to interview?" Or would you be ready, on a second's notice?
Sound ludicrous? Well, it happened to publicist Jill Lublin, who knew how to handle it, and it can happen to you, too.
A few years ago, Jill pitched an idea about one of her clients, a professional speaker, to Meeting Planner magazine. Despite several follow-ups, she never got a response.
"Then one year later--count 'em--365 days later, I got a call and this reporter said, 'Yes, we want to do the story, and by the way, tomorrow. Are you ready?' And of course the answer is yes, you're always ready when the media calls."
That's valuable advice regarding follow-ups. Never assume a story pitch is dead.
Jill, co-author of the book Buerrilla Publicity," also says:
When following up, remember The Rule of 7. That means you should follow up seven times, using a combination of phone calls and emails, before you stop contacting journalists. But always be ready in case they call you.
Never follow up on routine news releases announcing things like promotions or awards you've won, or they'll view you as a pest. Your efforts are better spent following up on larger stories you have pitched.
When following up, concentrate on benefits. Explain how the idea you are pitching is the solution to a problem--and do it quickly, in fewer than 30 seconds.
When you call or email, don't say, "Did you get my press release?" or "I'm following up on a call I made two weeks ago." Jill says: "I typically will say, 'I sent you some information.' That's my code word for press release. What I have found when talking to the media is they hate when you call them up and say, 'Did you get the press release?' What they love is for you to talk about the information in terms of how it can be readily used by them, and why they would care. Really. That's the bottom line. Why would they care?"
When following up, never, ever ask a reporter to alert you when the story is printed, or to send you a certain number of copies of the story. It's your job to monitor the publications, then call the circulation department and order however copies you want. Expect to pay for them.
Jill shared dozens more tips for follow-ups during a live teleseminar in 2003 called Failproof Ways to Follow Up After Sending a News Release or Pitch Letter."
By Joan Stewart
Image by Nick Thompson
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How to Write a Press Release in a Few Simple Steps
It is tough to get your press release published. With loads of competitions out there you need to have an edge in order for you to get noticed. And being able to pass the ruthless journalist's judgment is another problem you need to solve to reach the public. A press release can be of big help to get attention and to make a success out of your events. If only you get your news published, that is. The question to ask is "How to write a press release that gets published?" This is the question that I am about to unleash and provide answers for.
This article will provide you steps on how to write a perfect release that gets published. These simple steps will show you EXACTLY how to get published and are one hundred percent assured to give you effective and favorable results. Just read through and learn how to write a press release that gets published.
Step #1: Make it brief, catchy yet concise.
You have to keep in mind that the key for your success to be published is an approval from the journalist which means that your press release is newsworthy enough to be read by the public. And these people happen to be, most of the times, busy, agitated and ruthless. A brief, catchy yet concise idea will surely get the attention and precious yes of the ruthless journalist scanning loads of press releases each day.
Step#2: Provide a juicy headline.
Your headline is the first thing that the ruthless journalist will read. That alone should be able catch his attention. It must still follow step 1 and be able to answer at least two or three of any of the WH questions.
Step#3: Use Active Voice.
Remember that it is the ruthless journalist who's reading your ideas first. With this premise at hand, you need to write like one. And active voice is something that a ruthless journalist uses in making his own articles.
Step #4: Be grammatically correct.
Poor grammar will disappoint and annoy the ruthless journalist. And if you got him pissed you won't see your ideas on papers that is. We don't want this to happen so it is better to make sure that you have proofread your release a gazillion times before sending it over the battle field. One of the things you can do to win over the ruthless journalist is to edit ruthlessly.
Step #5: Provide your contact details.
Doing the first four steps will surely impress the ruthless journalist. And being able to win your battle on getting your press release published, he will surely get back to you for confirmation. We don't want him to guess to whom he should concede. A ruthless journalist doesn't have time to guess about things like negligence anyway.
Now that you have these easy steps on how to write these ideas that gets published, better start working on one.
By Paul Hartunian
Photography by Stefan Hermans
Ready to really learn press release format? Paul Hartunians free publicity information center will teach you and many other aspects of publicity. Visit http://www.7dollartrial.com now to get powerful profit-producing publicity tips!
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Interior Design Social Diary™: Secrets to Finding a Literary Agent
In her popular advice lecture "Sh-h-h-h- Don't Tell Anyone: Secrets to Finding a
Literary Agent", Carole Sargent, Georgetown University's director of scholarly
publications, reveals her literary secrets Thursday, June 7 from 11:30 -1:30
p.m. at the American Women Writers National Museum, 1275 K St. NW @ 13th street
entrance.
Sargent's expertise extends well beyond scholarly
publications. She has placed authors' work with such mega-famous
literary agencies as William Morris Endeavor, Trident Media, Farrar, Straus
& Giroux, and others.
"I'll disclose what literary agents are
looking for in a book proposal or a potential author, and why you should get an
agent before you even finish your book," Sargent said. She'll share her time-tested tips for finding and working with agents. A Question time will follow her remarks.
Before coming to Georgetown University publications, Sargent taught eighteenth-century English literature there. She earned a Ph.D. at the Unverisity of Virginia. Practicing what she preaches, Sargent placed two of her own books with top publishing house Farrar, Straus and Giroux.
Official Website
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The 7 Deadly Sins of Press Releases
Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn't one of them, avoid these 7 Deadly Sins:
1. Providing insufficient or wrong information on your press releases, particularly telephone numbers. Releases must be complete, accurate and specific. (Note: A news release is the same as a press release.)
2. Writing too long. They should be no longer than a page.
3. Sending it too late. Mail or fax it to local media at least two weeks before an event, preferably three or four. Major magazines work four to six months ahead of time.
4. Sending a release with no news value. News is what happens that is different. If it isn't different, it isn't news.
5. Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.
6. Omitting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions. Include day, evening and cell phone numbers.
7. Calling after you send a release and asking questions like "Did you get my news release?" or "Do you know when it will be printed?" Don't follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don't have time. If you do follow up, make sure you have a reason to call. Suggest a particular angle to your story, or ask the media people if they need any other information.
By Joan Stewart
Photography by SugarFreeSk
How to Follow up Your News Releases and Story Pitches
Can you remember a story idea you pitched a year ago that resulted in no news coverage of any kind?
If so, how quickly could you respond if a reporter called you today wanting to cover the story? Would you start groping for words, or asking questions like "Who did you say you wanted to interview?" Or would you be ready, on a second's notice?
Sound ludicrous? Well, it happened to publicist Jill Lublin, who knew how to handle it, and it can happen to you, too.
A few years ago, Jill pitched an idea about one of her clients, a professional speaker, to Meeting Planner magazine. Despite several follow-ups, she never got a response.
"Then one year later--count 'em--365 days later, I got a call and this reporter said, 'Yes, we want to do the story, and by the way, tomorrow. Are you ready?' And of course the answer is yes, you're always ready when the media calls."
That's valuable advice regarding follow-ups. Never assume a story pitch is dead.
Jill, co-author of the book Buerrilla Publicity," also says:
When following up, remember The Rule of 7. That means you should follow up seven times, using a combination of phone calls and emails, before you stop contacting journalists. But always be ready in case they call you.
Never follow up on routine news releases announcing things like promotions or awards you've won, or they'll view you as a pest. Your efforts are better spent following up on larger stories you have pitched.
When following up, concentrate on benefits. Explain how the idea you are pitching is the solution to a problem--and do it quickly, in fewer than 30 seconds.
When you call or email, don't say, "Did you get my press release?" or "I'm following up on a call I made two weeks ago." Jill says: "I typically will say, 'I sent you some information.' That's my code word for press release. What I have found when talking to the media is they hate when you call them up and say, 'Did you get the press release?' What they love is for you to talk about the information in terms of how it can be readily used by them, and why they would care. Really. That's the bottom line. Why would they care?"
When following ups, never, ever ask a reporter to alert you when the story is printed, or to send you a certain number of copies of the story. It's your job to monitor the publications, then call the circulation department and order however copies you want. Expect to pay for them.
Jill shared dozens more tips for follow-ups during a live teleseminar in 2003 called Failproof Ways to Follow Up After Sending a News Release or Pitch Letter."
By Joan Stewart
Photography by Red BaronPublicity expert Joan Stewart publishes the free ezine "The Publicity Hound's Tips of the Week," packed with valuable tips on how to generate thousands of dollars in free publicity. Subscribe at her website and receive free the handy cheat sheet "89 reasons to send a press release." Contact Joan at JStewart@PublicityHound.com.
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