Small business owners wondering what kind of returns they can expect from an investment in publicity are going to come across a wide range of answers. I have found the best way to improve your odds of coverage is to make sure you are releasing information about your business that has news value.
A lot of it comes down to a good story and a little luck. You might release your news on a slow news day, get coverage in a number of local news outlets from weekly newspapers to local T.V. news. Or you could release it the same day that a huge local story breaks, pushing your story off the page entirely. No one can guarantee you publicity coverage. It is not like advertising that you can buy and be assured placement.
So to help you gain the coverage you seek, take a long range approach. I am one of those freelancers willing to take publicity piece work and I can help you develop a long range plan for your business publicity efforts. Doing it yourself will require a fair bit of initial legwork, taking away from your core mission.
Why would you bother?
Because one press release can lead to tens of thousands of dollars worth of free media coverage; actual dollar values can’t even be realistically defined, since editorial coverage has been shown to be more effective at influencing thoughts and actions than the equivalent information in ad format. But just based on straight advertising value alone, even hiring a high level press release writer won’t cost anywhere near what you would have to pay for comparable coverage.
Here’s one example that I found on a Google search: one piece of coverage that a client received from a press release led to a two page color layout in a national niche market magazine. Had they paid for that single insertion the bill would have come to over
$6,500 — the client paid less than 10 percent of that amount to a publicist and then got additional media coverage beyond just that one instance for the very same release.
Of course, it doesn’t happen that way all the time with every release. However, it has been proven that over time with quality press releases combined with an ongoing effort to develop relationships with the relevant members of your local media will pay off for your business. You just have to learn how to position yourself as part of the stories that entertain and inform the general public. I can help in that effort.
Friday, June 18, 2010
Tuesday, June 1, 2010
Lansing State Journal Community Newspaper: Williamston Enterprise; covers Pattie McNiel meeting with Former NBC News Anchor, Tom Brokaw
Check out Pattie's story meeting Tom Brokaw at the following link:
http://www.lansingstatejournal.com/article/20100530/WILLIAMSTON08/5300574/1252/WILLIAMSTON
http://www.lansingstatejournal.com/article/20100530/WILLIAMSTON08/5300574/1252/WILLIAMSTON
Thursday, May 20, 2010
Pattie McNiel, Founder and CEO of Williamston-based First Impressions Training, meets with Former NBC News Anchor, Tom Brokaw, in Traverse City
McNiel and Brokaw have an opportunity to discuss the State of Civility in the United States
WILLIAMSTON — Pattie McNiel, founder and CEO of First Impressions Training (FIT) www.firstimpressionstraining.com, was one of 100 lucky guests who joined former NBC News Anchor, Tom Brokaw, for a private gourmet dinner, held May 12 at Bowers Harbor Inn in Traverse City.
“Mr. Brokaw was keynote dinner speaker to benefit the National Writers Series Scholarship Fund and spoke specifically about civility pertaining to the state of the United States today stating, ‘We all got into this mess together it will take all of us working together to get out of it,’ ” McNiel said.
She also attended a reception: An Evening with Tom Brokaw at the Traverse City Opera House later the same evening. “At the reception, I told Tom Brokaw that he ranks right up there with seeing the Beatles twice and Jimi Hendrix live,” McNiel said. “Mr. Brokaw chuckled and told me, ‘I don’t know that I would put myself up there with those guys.’ ”
McNiel had the opportunity to get Mr. Brokaw’s thoughts about the state of civility in the United States. “ ‘We will always have tabloid news,’ Mr. Brokaw told me, and he said ‘civility starts at events like this and fans out.’ ”
For McNiel the event gave her a chance to talk to Brokaw and explain how she has worked with Dr. P.M. Forni, cofounder of the Johns Hopkins Civility Project, and best selling author of Choosing Civility: The Twenty-Five Rules of Considerate Conduct, and on the development of her current workshop entitled: “The Magic of Civility.” “Mr. Brokaw told me, ‘Pattie you’re doing the right thing.’”
McNiel said Brokaw shared stories for two hours on topics which included, writing The Greatest Generation, and A Long Way from Home, the assassinations of Bobby Kennedy and Martin Luther King, the Detroit Riots, Vietnam, and President Nixon stepping down in the wake of the Watergate scandal.
He asked us to try to imagine being WWII veterans who lived though the Depression during their formative years then went on to fight WWII, being the underdogs in their late teens and early 20s. After the war they came home to build houses, went to work in the factories, and had children. Fast forward to sitting at the table with their teenage children to see their daughter with no bra or underwear, their son with long unwashed hair stating he is not going to fight in Vietnam and is going to burn his draft card. After the children leave the dinner table (yes we Baby Boomers sat down and had a meal with the entire family), Mom states, “hey big buy why is it I am the only one that does the dishes?”
“When Mr. Brokaw was asked what is needed now in the United States he provided insight: ‘We need people to think outside the box and come up with BOLD ideas because what we are doing right now is not working. Some of these people with BOLD ideas are going to lose their jobs because of this boldness. We need much stronger public service programs in which people go to work in other countries. We need to spend more time on conflict resolution programs. We need more science in education.’ ”
McNiel has conducted numerous workshops at colleges and universities, and with the business community. Her client list is impressive and diverse ranging from the Greater Lansing Convention and Visitor Center, to the U.S. Department of Homeland Security (DHS) Scholars & Fellows Orientation. You can get more information by visiting www.firstimpressionstraining.com
About First Impressions Training
First Impressions Training was established in 2001 and is based in Williamston, Michigan. The company’s mission is providing outstanding, high value, professional business etiquette workshops, food safety consulting and third party restaurant audits. First Impressions Training specializes in promoting professional business etiquette and civility. It has been providing training to businesses working in China with its focus on Chinese communication, culture, and manners for professionals doing business in China.
First Impressions Training has trained thousands of students and employees from many organizations throughout the country and can be reached at www.firstimpressionstraining.com
Friday, May 14, 2010
Write Press Releases for More than Newspapers and Magazines
Joan Stewart is the Publicity Hound and she makes a great point that all businesses and non-profits need to keep in mind as they develop their publicity campaigns: you're not writing press releases only for journalists.
In the old days, an organization only would release information if they had something to say because of limited space available in newspapers and magazines. With the Internet the sky’s the limit.
Say you have a new product; then write a release that is more advertorial then editorial. That’s okay. Make sure your Website address is in the body of the copy. When someone searches online for a product you sell, they will find it through SEO and the search process will point to your release and Website.
That’s why setting up your Media Room is important because that’s where you will post your press releases on the Internet; as well as making them available to traditional media outlets.
You can pretty much write about whatever you want. If newspapers and magazines don't have room for your releases, that's OK. People everywhere can still find them online.
In the old days, an organization only would release information if they had something to say because of limited space available in newspapers and magazines. With the Internet the sky’s the limit.
Say you have a new product; then write a release that is more advertorial then editorial. That’s okay. Make sure your Website address is in the body of the copy. When someone searches online for a product you sell, they will find it through SEO and the search process will point to your release and Website.
That’s why setting up your Media Room is important because that’s where you will post your press releases on the Internet; as well as making them available to traditional media outlets.
You can pretty much write about whatever you want. If newspapers and magazines don't have room for your releases, that's OK. People everywhere can still find them online.
Monday, April 26, 2010
Recommending Joan Stewart’s 89 Ways to Write Powerful Press Releases
I just completed Joan Stewart’s course 89 Ways to Write Powerful Press Releases, and strongly recommend taking this course. Joan is the leader of Publicity Hounds and I learned a ton about how to not only write releases for on-line distribution, but new ways that I can help small businesses and non-profits to gain notice through editorial coverage.
Joan has some great suggestions. Some of these include:
• Writing press releases directed at people anywhere who need what you are offering, not just journalists. The Internet makes it possible for you to post press releases to your website and to send them to press release distribution services which will send them all over the Internet
• You can pretty much write about whatever you want. If newspapers and magazines don't have room for our releases, that's OK. People everywhere can still find them online.
• When you release an annual report. You don't have to be a publicly-held company to issue an annual report. Small-business people and non-profits can issue them.
• When you celebrate an anniversary. If your company or nonprofit is celebrating its 5th, 10th or 20th anniversary, or any anniversary for that matter, write a press release.
• Appearances at events: If you are appearing at an event as a speaker, guest author, host, etc., write a press release about it.
• Appointment to a board or committee: If you are appointed to a board or committee, send a press release. And don't forget to include your photo!
I strongly recommend her course and you can learn more at:
Joan Stewart
The Publicity Hound
3434 County KK
Port Washington, WI 53074
Phone: 262-284-7451 Fax: 262-284-1737
http://www.PublicityHound.com
Joan has some great suggestions. Some of these include:
• Writing press releases directed at people anywhere who need what you are offering, not just journalists. The Internet makes it possible for you to post press releases to your website and to send them to press release distribution services which will send them all over the Internet
• You can pretty much write about whatever you want. If newspapers and magazines don't have room for our releases, that's OK. People everywhere can still find them online.
• When you release an annual report. You don't have to be a publicly-held company to issue an annual report. Small-business people and non-profits can issue them.
• When you celebrate an anniversary. If your company or nonprofit is celebrating its 5th, 10th or 20th anniversary, or any anniversary for that matter, write a press release.
• Appearances at events: If you are appearing at an event as a speaker, guest author, host, etc., write a press release about it.
• Appointment to a board or committee: If you are appointed to a board or committee, send a press release. And don't forget to include your photo!
I strongly recommend her course and you can learn more at:
Joan Stewart
The Publicity Hound
3434 County KK
Port Washington, WI 53074
Phone: 262-284-7451 Fax: 262-284-1737
http://www.PublicityHound.com
Friday, April 9, 2010
More Publicity for First Impressions Training
I continue to work with First Impression Training developing a publicity strategy. The latest announcement just released to local media involves a workshop aimed at teens.
Here’s the release that I sent out to local media:
Are You Ready For Prom? First Impressions Training Announces Etiquette Workshop for Teens
EAST LANSING — Pattie McNiel, Founder & CEO of First Impressions Training, will conduct an etiquette workshop for teens on May 20, 2010, to be held at the MSU Kellogg Hotel and Conference Center, from 6 to 8 PM.
“Give your teen an investment that will last a lifetime by enrolling in our Dining Etiquette Workshop for Young Adults. This two-hour investment in your teen’s future will yield many successful dining interactions for him or her in the years to come,” McNiel explained. The workshop session will include hands-on practice to be presented around a three-course meal provided as part of the training.
According to McNiel, none of us know what the future holds. “That is the question many people are asking today. Finding the answers is the challenge, but I believe that one of those answers lies in how you act, your manners and your understanding of etiquette,” she emphasized. “Professional business etiquette builds leadership, quality businesses, and careers, and it is never too young to start.”
McNiel said her workshop will give teen participants a great opportunity to emphasize etiquette and manners; ranging from topics you should and should not talk about at a business reception, to knowing the correct fork to use at a formal dinner gathering and why it is important for professional success.
McNiel noted that in today’s restless mobile society some customs have been shredded.
“What has happened is that we have a couple of generations growing up going out to dinner at drive- through and at fast food restaurants. Families are packing in soccer practices and taking their kids to music lessons around the time of the day that was once reserved for the family dinner hour,” she said. “Manners are not being learned as they once were. That is why it is important for business leaders of tomorrow to learn them now, because you will attend a lot of functions and you need to be prepared both academically, professionally and socially to succeed in this global economy.”
McNiel has conducted numerous workshops at colleges and universities, and with the business community. Her client list is impressive and diverse ranging from the Greater Lansing Convention and Visitor Center, to the U.S. Department of Homeland Security (DHS) Scholars & Fellows Orientation. You can get more information by visiting www.firstimpressionstraining.com
The Workshop cost is $35 per person. You can register by phone: (517) 918-9318, or email Pattie McNiel at:pattiemcniel@gmail.com
About First Impressions Training
First Impressions Training (www.firstimpressionstraining.com) was established in 2001 and is based in Williamston, Michigan. The company’s mission is providing outstanding, high value, professional business etiquette workshops, food safety consulting and third party restaurant audits. First Impressions Training specializes in promoting professional business etiquette and civility. It has been providing training to businesses working in China with its focus on Chinese communication, culture, and manners for professionals doing business in China. First Impressions Training has trained thousands of students and employees from many organizations throughout the country.
Here’s the release that I sent out to local media:
Are You Ready For Prom? First Impressions Training Announces Etiquette Workshop for Teens
EAST LANSING — Pattie McNiel, Founder & CEO of First Impressions Training, will conduct an etiquette workshop for teens on May 20, 2010, to be held at the MSU Kellogg Hotel and Conference Center, from 6 to 8 PM.
“Give your teen an investment that will last a lifetime by enrolling in our Dining Etiquette Workshop for Young Adults. This two-hour investment in your teen’s future will yield many successful dining interactions for him or her in the years to come,” McNiel explained. The workshop session will include hands-on practice to be presented around a three-course meal provided as part of the training.
According to McNiel, none of us know what the future holds. “That is the question many people are asking today. Finding the answers is the challenge, but I believe that one of those answers lies in how you act, your manners and your understanding of etiquette,” she emphasized. “Professional business etiquette builds leadership, quality businesses, and careers, and it is never too young to start.”
McNiel said her workshop will give teen participants a great opportunity to emphasize etiquette and manners; ranging from topics you should and should not talk about at a business reception, to knowing the correct fork to use at a formal dinner gathering and why it is important for professional success.
McNiel noted that in today’s restless mobile society some customs have been shredded.
“What has happened is that we have a couple of generations growing up going out to dinner at drive- through and at fast food restaurants. Families are packing in soccer practices and taking their kids to music lessons around the time of the day that was once reserved for the family dinner hour,” she said. “Manners are not being learned as they once were. That is why it is important for business leaders of tomorrow to learn them now, because you will attend a lot of functions and you need to be prepared both academically, professionally and socially to succeed in this global economy.”
McNiel has conducted numerous workshops at colleges and universities, and with the business community. Her client list is impressive and diverse ranging from the Greater Lansing Convention and Visitor Center, to the U.S. Department of Homeland Security (DHS) Scholars & Fellows Orientation. You can get more information by visiting www.firstimpressionstraining.com
The Workshop cost is $35 per person. You can register by phone: (517) 918-9318, or email Pattie McNiel at:pattiemcniel@gmail.com
About First Impressions Training
First Impressions Training (www.firstimpressionstraining.com) was established in 2001 and is based in Williamston, Michigan. The company’s mission is providing outstanding, high value, professional business etiquette workshops, food safety consulting and third party restaurant audits. First Impressions Training specializes in promoting professional business etiquette and civility. It has been providing training to businesses working in China with its focus on Chinese communication, culture, and manners for professionals doing business in China. First Impressions Training has trained thousands of students and employees from many organizations throughout the country.
Wednesday, March 31, 2010
Knowing the Advantages that Publicity Can Bring to Your Small Business or Non-Profit
Some describe the difference between public relations and publicity is that publicity is a way to keep you in the news and public relations is designed to keep you out. But for a small business or non profit, publicity is much more useful than public relations because it is focused on getting exposure while keeping costs down.
Big companies have deep pockets. They spend a ton on paid advertising, but you can’t match that. Your plan has to rely somewhat on paid advertising, but developing a plan that utilizes free editorial coverage through your local news outlets. This can be most useful in reaching your target market.
Put your efforts in using a small advertising budget in certain trade journals, local papers and radio stations. Because of this, publicity can serve your business or organization the best and keep costs low. By focusing on getting new customers through publicity, you will be able to save money while improving your company’s standing.
The lesson to learn: large businesses may want to stay out of the news in most cases; but your businesses may want all the publicity it can get! But have a plan to do it.
Big companies have deep pockets. They spend a ton on paid advertising, but you can’t match that. Your plan has to rely somewhat on paid advertising, but developing a plan that utilizes free editorial coverage through your local news outlets. This can be most useful in reaching your target market.
Put your efforts in using a small advertising budget in certain trade journals, local papers and radio stations. Because of this, publicity can serve your business or organization the best and keep costs low. By focusing on getting new customers through publicity, you will be able to save money while improving your company’s standing.
The lesson to learn: large businesses may want to stay out of the news in most cases; but your businesses may want all the publicity it can get! But have a plan to do it.
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