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.
Monday, March 15, 2010
Pattie McNiel Covered in LSJ People News
Recent publicity efforts for Pattie McNiel, named to the Board of Directors for Habitat for Humanity in Ingham County, gets coverage in the Lansing State Journal's People News Column, by Vickki Dozier. Read the column at: http://www.lansingstatejournal.com/article/20100315/COLUMNISTS02/3150324/Dozier--Beagle-Middle-School-students-win-America-&-Me-Essay-Contest
Tuesday, March 9, 2010
Toyota Works to Get Back on Track: Then the other Shoe Drops – Bad Publicity wipes out Efforts to Regain Market Share
Toyota sales slipped 8.7 percent in February as the automaker struggled with models that it couldn't sell until the accelerator pedals were fixed, loads of bad publicity about its recalls and pending congressional hearings.
The Toyota division, which stopped selling eight models including its two biggest sellers until the repairs could be made, took the biggest hit -- down 10.6% for the month compared to a year ago. The Lexus luxury brand sales actually rose 4.5% -- an impressive feat given that the crash that kicked off the whole recall nightmare was a runaway Lexus that killed a California Highway Patrol officer and his family.
CNN reported that the driver of a Toyota Prius says he was taken on a wild ride Monday after the car's accelerator became stuck, reaching speeds in excess of 90 mph on a winding, hilly portion of a southern California interstate.
It took the California Highway Patrol to bring the car safely to a stop.
The driver, Jim Sikes, said he was traveling east on Interstate 8 outside of the San Diego area when he attempted to pass a slower vehicle.
"I pushed the gas pedal to pass a car, and it just did something kind of funny ... and it just stuck there," he said at a news conference outside a Highway Patrol office. "As I was going, I was trying the brakes ... and it just kept speeding up."
Sikes said he called 911 for help, and dispatchers talked him through instructions on how he might be able to stop the car. But nothing worked.
At one point, Sikes said he reached down to try to pull the accelerator up, but it "stayed right where it was."
Alerted by emergency dispatchers, a California Highway Patrol officer was able to catch up to Sikes' Prius and used the patrol car's public address system to instruct Sikes to apply the brakes and the emergency brake at the same time.
The tactic worked, and the car slowed to about 50 mph. Sikes said he was able to shut off the car, and it rolled to a stop. The responding officer, Todd Neibert, positioned his patrol car in front of the Prius as a precaution to prevent it from moving again.
Read the full Story and watch the video on CNN:
http://us.cnn.com/2010/US/03/08/california.runaway.prius/index.html?hpt=T1
The Toyota division, which stopped selling eight models including its two biggest sellers until the repairs could be made, took the biggest hit -- down 10.6% for the month compared to a year ago. The Lexus luxury brand sales actually rose 4.5% -- an impressive feat given that the crash that kicked off the whole recall nightmare was a runaway Lexus that killed a California Highway Patrol officer and his family.
CNN reported that the driver of a Toyota Prius says he was taken on a wild ride Monday after the car's accelerator became stuck, reaching speeds in excess of 90 mph on a winding, hilly portion of a southern California interstate.
It took the California Highway Patrol to bring the car safely to a stop.
The driver, Jim Sikes, said he was traveling east on Interstate 8 outside of the San Diego area when he attempted to pass a slower vehicle.
"I pushed the gas pedal to pass a car, and it just did something kind of funny ... and it just stuck there," he said at a news conference outside a Highway Patrol office. "As I was going, I was trying the brakes ... and it just kept speeding up."
Sikes said he called 911 for help, and dispatchers talked him through instructions on how he might be able to stop the car. But nothing worked.
At one point, Sikes said he reached down to try to pull the accelerator up, but it "stayed right where it was."
Alerted by emergency dispatchers, a California Highway Patrol officer was able to catch up to Sikes' Prius and used the patrol car's public address system to instruct Sikes to apply the brakes and the emergency brake at the same time.
The tactic worked, and the car slowed to about 50 mph. Sikes said he was able to shut off the car, and it rolled to a stop. The responding officer, Todd Neibert, positioned his patrol car in front of the Prius as a precaution to prevent it from moving again.
Read the full Story and watch the video on CNN:
http://us.cnn.com/2010/US/03/08/california.runaway.prius/index.html?hpt=T1
Saturday, February 27, 2010
Publicity Client: First Impressions Training CEO Press Release Published in Local Paper
Pattie McNiel's announcement of election to Habitat for Humanity Board of Directors covered by local weekly. Read the story at the following link: http://www.lansingstatejournal.com/article/20100226/WILLIAMSTON08/2280505/1252
Wednesday, February 24, 2010
Pattie McNiel Elected to Habitat for Humanity of Greater Ingham County Board of Directors
WILLIAMSTON -- Pattie McNiel, Founder & CEO of First Impressions Training and a Williamston resident, has been elected to the board of directors of the Habitat for Humanity of Greater Ingham County. Active in the local Habitat for Humanity organization for a number of years, McNiel said she is honored to join the Habitat Board of Directors.
“What interested me in Habitat for Humanity is that I believe it really fits in with my philosophical views on life,” McNiel said. “We simply must have a solid foundation of food, clothing, and shelter in order to move forward in life to be all that you can be.”
McNiel will serve on Habitat’s development committee. “I will be seeking help from the community both financial and getting volunteers in order to achieve our goals. We want to put as many partner families in homes as possible,” McNiel explained. “Volunteerism is central to our mission to eliminate substandard housing, as volunteers provide the labor with which we build houses for Ingham County families in need.”
According to McNiel volunteers do more than just work on houses. “Our ReStores are staffed with volunteers, they help run our fundraisers, and help in our office.” McNiel said the local Habitat organization is always looking for volunteers. With Spring just around the corner and the home construction season at hand, people interested to help with Habitat for Humanity projects are encouraged to join the group’s efforts.
The Habitat for Humanity of Greater Ingham County affiliate has been constructing homes in rural Ingham County since 1997. It is a locally run affiliate of Habitat for Humanity International, a nonprofit, ecumenical Christian organization whose mission is to eliminate substandard housing.
“I believe in order to get out of the mess this country is in all of us must put forth 100 percent each and every day. When folks are worried about the fundamental needs such as food, clothing, and shelter it becomes very difficult to put forth extra effort,” McNiel emphasized.
To help the Habitat for Humanity of Greater Ingham County you can call 655-1872. Their service area includes the twelve townships to the south and east of the Lansing area, including the towns and villages of Mason, Williamston, Webberville, Stockbridge, Dansville, Leslie, and Onondaga.
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.
“What interested me in Habitat for Humanity is that I believe it really fits in with my philosophical views on life,” McNiel said. “We simply must have a solid foundation of food, clothing, and shelter in order to move forward in life to be all that you can be.”
McNiel will serve on Habitat’s development committee. “I will be seeking help from the community both financial and getting volunteers in order to achieve our goals. We want to put as many partner families in homes as possible,” McNiel explained. “Volunteerism is central to our mission to eliminate substandard housing, as volunteers provide the labor with which we build houses for Ingham County families in need.”
According to McNiel volunteers do more than just work on houses. “Our ReStores are staffed with volunteers, they help run our fundraisers, and help in our office.” McNiel said the local Habitat organization is always looking for volunteers. With Spring just around the corner and the home construction season at hand, people interested to help with Habitat for Humanity projects are encouraged to join the group’s efforts.
The Habitat for Humanity of Greater Ingham County affiliate has been constructing homes in rural Ingham County since 1997. It is a locally run affiliate of Habitat for Humanity International, a nonprofit, ecumenical Christian organization whose mission is to eliminate substandard housing.
“I believe in order to get out of the mess this country is in all of us must put forth 100 percent each and every day. When folks are worried about the fundamental needs such as food, clothing, and shelter it becomes very difficult to put forth extra effort,” McNiel emphasized.
To help the Habitat for Humanity of Greater Ingham County you can call 655-1872. Their service area includes the twelve townships to the south and east of the Lansing area, including the towns and villages of Mason, Williamston, Webberville, Stockbridge, Dansville, Leslie, and Onondaga.
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.
Saturday, February 20, 2010
Editorial Calendars: A Key to Publicizing Your Small Business or Non-Profit
What is the one thing that all of the best public relations
agencies do every year? They research and compile editorial calendars from publications that are pertinent to their client's business.
Small business owners in search of media coverage can do this, too.
Editorial calendars are schedules of what topics a publication
plans to cover for a particular month. Many publications post their editorial calendars on their Web sites -- usually they're found in their advertising
media kits. Otherwise, contact the publication's advertising
departments and ask for a calendar. Check for editorial deadlines
- many publications work 6 months in advance.
Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. For free articles, killer publicity tips
and much, much more, visit Bill's exclusive new site:
http://www.publicityInsider.com
agencies do every year? They research and compile editorial calendars from publications that are pertinent to their client's business.
Small business owners in search of media coverage can do this, too.
Editorial calendars are schedules of what topics a publication
plans to cover for a particular month. Many publications post their editorial calendars on their Web sites -- usually they're found in their advertising
media kits. Otherwise, contact the publication's advertising
departments and ask for a calendar. Check for editorial deadlines
- many publications work 6 months in advance.
Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. For free articles, killer publicity tips
and much, much more, visit Bill's exclusive new site:
http://www.publicityInsider.com
Sunday, February 14, 2010
Internet Radio Rolls Out in Lansing
Stepping out into a new direction, Internet radio debuts in Lansing at TalkLansing.net beginning at 6 a.m., Monday, February 15, 2010, with long-time radio voice Walt Sorg starting it off.
Quoting from their Website: “In the beginning there was AM radio. For 50 years it was the mainstay of broadcasting. Then came FM radio. The static was gone and it was in stereo, but was limited in geographic range. We're excited to bring the third generation of radio to Lansing in mid February. TalkLansing.net brings mid-Michigan nonstop local news/talk through the power of the Internet.
TalkLansing.net is truly local; with their lineup including some of this areas best known radio personalities. Corin Johnston and Walt Sorg will host AM Lansing every morning, Tim Nester will anchor mid-mornings, and veteran journalist Jim Fordyce will host MI Afternoon from 3 to 6. We'll be joined by many contributors including Lansing business guru Chris Holman with local business updates, weather reports from the meteorologists at News Center 6, among others.”
There's no conventional transmitter. You hear it using your smartphones including iPhone, BlackBerry, Palm, Windows Mobile, Symbian, and Android devices. You can also catch the Internet stream from your computer, or even your car.
Learn more and listen at http://talklansing.net/
Quoting from their Website: “In the beginning there was AM radio. For 50 years it was the mainstay of broadcasting. Then came FM radio. The static was gone and it was in stereo, but was limited in geographic range. We're excited to bring the third generation of radio to Lansing in mid February. TalkLansing.net brings mid-Michigan nonstop local news/talk through the power of the Internet.
TalkLansing.net is truly local; with their lineup including some of this areas best known radio personalities. Corin Johnston and Walt Sorg will host AM Lansing every morning, Tim Nester will anchor mid-mornings, and veteran journalist Jim Fordyce will host MI Afternoon from 3 to 6. We'll be joined by many contributors including Lansing business guru Chris Holman with local business updates, weather reports from the meteorologists at News Center 6, among others.”
There's no conventional transmitter. You hear it using your smartphones including iPhone, BlackBerry, Palm, Windows Mobile, Symbian, and Android devices. You can also catch the Internet stream from your computer, or even your car.
Learn more and listen at http://talklansing.net/
Sunday, February 7, 2010
Crisis Communications Strategy – Staying out of Hot Water
And the bad news keeps coming…Tiger Woods…Toyota. We’ve heard and seen it before. From a President to Hollywood stars, all caught up in a bad PR scenario that in many cases sounds and ends up worse because it is poorly handled right from the start.
I recently read some great advice in a Web article: A Primer for Crisis PR by Greg Sherwin and Emily Avila, giving their tips on how to handle bad news.
The first one sounds simple, but seems to be the hardest for most. Fess up. Get your story out.
As Sherwin and Avila note, it may sound strange, but the best-case scenario is when your company, organization, or you report the bad news first. This is proactive and prevents one from being put in a weakened, defensive position. If the crisis is foreseen -- impending bad financial news, for example -- make sure you have and discuss overall strategy.
This is a strategic move but make sure you know the difference between general, garden-variety bad news and a true corporate crisis.
If the crisis is not foreseen and you're forced into a reactive position, then react quickly. No issue skirting allowed.
In A Primer for Crisis PR, Sherwin and Avila advise to always consider your internal audience first.
If your company or organization is looking at its quarterly financials and they're not looking pretty, you owe it to your employees to hear it from you first. You don't want them visiting online news sites -- and their evil twin, rumor-mill sites -- and learning the company is in trouble.
Tell them first. Tell them how you're going to deal with the bad news, and communicate regularly with your employees and shareholders throughout the crisis. It's a risk that maybe they'll leak it. But maybe they won't.
More on this issue later; Give me your comments.
I recently read some great advice in a Web article: A Primer for Crisis PR by Greg Sherwin and Emily Avila, giving their tips on how to handle bad news.
The first one sounds simple, but seems to be the hardest for most. Fess up. Get your story out.
As Sherwin and Avila note, it may sound strange, but the best-case scenario is when your company, organization, or you report the bad news first. This is proactive and prevents one from being put in a weakened, defensive position. If the crisis is foreseen -- impending bad financial news, for example -- make sure you have and discuss overall strategy.
This is a strategic move but make sure you know the difference between general, garden-variety bad news and a true corporate crisis.
If the crisis is not foreseen and you're forced into a reactive position, then react quickly. No issue skirting allowed.
In A Primer for Crisis PR, Sherwin and Avila advise to always consider your internal audience first.
If your company or organization is looking at its quarterly financials and they're not looking pretty, you owe it to your employees to hear it from you first. You don't want them visiting online news sites -- and their evil twin, rumor-mill sites -- and learning the company is in trouble.
Tell them first. Tell them how you're going to deal with the bad news, and communicate regularly with your employees and shareholders throughout the crisis. It's a risk that maybe they'll leak it. But maybe they won't.
More on this issue later; Give me your comments.
Tuesday, February 2, 2010
Small Businesses Should Not Miss Out On Publicity Opportunities
During my years as an editor of a financial trade publication, I have found that smaller businesses generally are not sending news releases out about their successes. That’s unfortunate. Those that do, usually hand the press release assignment off to someone who does not have a media background. Often the releases that I receive fail to answer the 5 “Ws” of journalism.
My recommendation is to seek out assistance in this area. There is help on the Web in how to write a release, and consultation is available. You can use a ‘free lancer’ who can coordinate and advise on developing a publicity strategy. I offer that kind of assistance.
But most important; if you are a small business owner, you have a story to tell. It is worth your time to get that kind of information out to your local newspapers, trade publications and post it on Websites to get greater exposure through the Internet.
The bottom line: it will mean more customers for your products and services.
My recommendation is to seek out assistance in this area. There is help on the Web in how to write a release, and consultation is available. You can use a ‘free lancer’ who can coordinate and advise on developing a publicity strategy. I offer that kind of assistance.
But most important; if you are a small business owner, you have a story to tell. It is worth your time to get that kind of information out to your local newspapers, trade publications and post it on Websites to get greater exposure through the Internet.
The bottom line: it will mean more customers for your products and services.
Wednesday, January 27, 2010
Your Employees May Be a Great Story
I have had an opportunity covering the Michigan banking industry to write a number of stories, and some of the most interesting have been about the people who make up the banking industry. Not just the presidents, CFOs or board members; but the front line folks, too.
They have a story to tell and as a small business owner you know who they are; and that the story may be about more than your business and the products you sell. In reality the fact that they work for you still makes you part of the story, but not the main part.
Maybe you have someone active in a local Habitat for Humanity effort, a recent fund raising for Haiti relief, youth sports programs. As a business and community leader you are in a prime position to help promote stories like these.
A recent example is a story I wrote about a local bank official who became an activist for foster care youth in her community. Give it a read.
http://www.facebook.com/notes/michigan-banker-magazine/first-national-bank-of-howell-helps-foster-care-youth-establish-financial-securi/293848633503
It will give you an idea on how an interesting story can be developed and told to your community or trade community.
They have a story to tell and as a small business owner you know who they are; and that the story may be about more than your business and the products you sell. In reality the fact that they work for you still makes you part of the story, but not the main part.
Maybe you have someone active in a local Habitat for Humanity effort, a recent fund raising for Haiti relief, youth sports programs. As a business and community leader you are in a prime position to help promote stories like these.
A recent example is a story I wrote about a local bank official who became an activist for foster care youth in her community. Give it a read.
http://www.facebook.com/notes/michigan-banker-magazine/first-national-bank-of-howell-helps-foster-care-youth-establish-financial-securi/293848633503
It will give you an idea on how an interesting story can be developed and told to your community or trade community.
Monday, January 25, 2010
Non Profits Getting Media Coverage: Consider Letters to the Editor
The letters-to-the-editor section is one of the most widely read sections of any newspaper. While letters to the editor are usually written in response to an article or editorial published earlier in the newspaper, they can also be used to raise subjects not normally covered by the newspaper.
1. Newspapers often cover nonprofit issues. If you see an article or opinion piece that presents a position opposite your group’s, write a letter to the editor respectfully disagreeing with the article and stating your organization’s position. If you don’t disagree but have a different perspective, that too can be the basis of a letter to the editor.
2. If there is no article to use as a starting point, write an opinion letter. Keep the letter simple by focusing on one or two points. The letter should express a definite opinion on the subject.
3. Call the newspaper and ask to speak to the letters-to-the-editor department. Ask how long the letter should be. Find out the name, fax number, email address, and mailing address of the person you should send it to. Many newspapers allow email submission of letters to the editor. Others require a signed hard copy. Many newspapers will include this information on the editorial page or elsewhere in the newspaper itself.
4. In the first paragraph of your letter, refer promptly to the article or position that you are writing about. Name the reporter who wrote the article (or the author of the letter to the editor) and the date and the title of the article. Then respectfully state why you disagree and proceed to give your position on that particular issue. Short and pitchy is better than long and rambling.
5. Send with a cover letter addressed to the appropriate editor. Attach your business card. Be sure to sign the letter with your name, title, the name of your organization and your contact information
1. Newspapers often cover nonprofit issues. If you see an article or opinion piece that presents a position opposite your group’s, write a letter to the editor respectfully disagreeing with the article and stating your organization’s position. If you don’t disagree but have a different perspective, that too can be the basis of a letter to the editor.
2. If there is no article to use as a starting point, write an opinion letter. Keep the letter simple by focusing on one or two points. The letter should express a definite opinion on the subject.
3. Call the newspaper and ask to speak to the letters-to-the-editor department. Ask how long the letter should be. Find out the name, fax number, email address, and mailing address of the person you should send it to. Many newspapers allow email submission of letters to the editor. Others require a signed hard copy. Many newspapers will include this information on the editorial page or elsewhere in the newspaper itself.
4. In the first paragraph of your letter, refer promptly to the article or position that you are writing about. Name the reporter who wrote the article (or the author of the letter to the editor) and the date and the title of the article. Then respectfully state why you disagree and proceed to give your position on that particular issue. Short and pitchy is better than long and rambling.
5. Send with a cover letter addressed to the appropriate editor. Attach your business card. Be sure to sign the letter with your name, title, the name of your organization and your contact information
Saturday, January 23, 2010
Small Biz Leads The Way -- You Have A Story To Tell
Came across an article on the Web that confirmed what many of us already know…
Polling firm Zogby International conducted a joint interactive poll with WeMedia, asking the question: “Who will lead us to a better future?” Americans put entrepreneurs and small businesses at the top of the list, with 63 percent of Americans saying entrepreneurs and small businesses would lead the way. Next were science and technology leaders, with 52 percent of Americans having confidence they would lead us forward.
Andrew Nachison, CEO of the media think tank iFOCOS, sees this as part of a fundamental cultural change. He points out that dissatisfaction with government, big business and the media runs deep. That, he says, is leading individuals to take charge: “If big business, government or the media won’t lead, we’ll lead ourselves. We’ll create our own businesses and our own media to build a better future. No matter where you sit or what you do, that’s a call to action to participate, to inspire hope and bring prosperity to more people. It’s an agenda for everyone: Lead us to a better future.”
…and don’t forget your story as you lead your business to that new future.
Guerilla marketers Levinson and Godin point to an important point “When your moment of fame arrives as the result of a successful publicity effort, don’t let it vanish like yesterday’s news. Be sure to wring the maximum worth out of it.”
Get notice and brand name recognition through publicity.
Polling firm Zogby International conducted a joint interactive poll with WeMedia, asking the question: “Who will lead us to a better future?” Americans put entrepreneurs and small businesses at the top of the list, with 63 percent of Americans saying entrepreneurs and small businesses would lead the way. Next were science and technology leaders, with 52 percent of Americans having confidence they would lead us forward.
Andrew Nachison, CEO of the media think tank iFOCOS, sees this as part of a fundamental cultural change. He points out that dissatisfaction with government, big business and the media runs deep. That, he says, is leading individuals to take charge: “If big business, government or the media won’t lead, we’ll lead ourselves. We’ll create our own businesses and our own media to build a better future. No matter where you sit or what you do, that’s a call to action to participate, to inspire hope and bring prosperity to more people. It’s an agenda for everyone: Lead us to a better future.”
…and don’t forget your story as you lead your business to that new future.
Guerilla marketers Levinson and Godin point to an important point “When your moment of fame arrives as the result of a successful publicity effort, don’t let it vanish like yesterday’s news. Be sure to wring the maximum worth out of it.”
Get notice and brand name recognition through publicity.
Thursday, January 21, 2010
More Insights — Release a Survey or Report
Not just anything can be a news event so give it some thought. Newspapers and broadcast media continue to cut back during this recession. The bodies (reporters) aren’t as plentiful as they once were. Have a publicity plan. Make it part of your overall communications or marketing plan for your business, nonprofit or organization.
One way to create news is assembling data and then releasing it. Hey your customers can be a good start. Come up with a series of questions that tie into a current community issue or a service or product your company provides.
Lake Superior State University completes a survey each year on words and phrases that need to be dropped from the vernacular.
Check it out at http://www.lssu.edu/banished/
LSSU gets extensive news coverage nationwide and beyond when the list is released. It’s all free media.
One way to create news is assembling data and then releasing it. Hey your customers can be a good start. Come up with a series of questions that tie into a current community issue or a service or product your company provides.
Lake Superior State University completes a survey each year on words and phrases that need to be dropped from the vernacular.
Check it out at http://www.lssu.edu/banished/
LSSU gets extensive news coverage nationwide and beyond when the list is released. It’s all free media.
Wednesday, January 20, 2010
First Impressions Training: A Publicity Success Effort
Recently had the opportunity to work with First Impressions Training which you can find on the Web at www.firstimpressionstraining.com
Pattie McNiel started First Impressions Training in 2001 and she has a great story to tell about her business and the content she delivers in her workshops. Pattie provides professional business etiquette workshops to enhance career opportunities whether you are just beginning or are a seasoned executive. She has trained thousands of students and employees from many organizations throughout the country.
I had the good fortune to work with her recently in developing a publicity effort around her speech to the Rotary Club in Grand Ledge, Michigan.
We targeted two weekly papers, provided a press release and photos from her speech and emailed to the editors. Her content fit the definition of a news story and in the next issue of the two papers provided with the press release and photos we had the news coverage we sought.
Links to both stories follow:
Etiquette pro speaks to Grand Ledge's Rotary
http://www.lansingstatejournal.com/article/20100115/GRANDLEDGE01/1170372/1198/GRANDLEDGE
Etiquette counts, says local businesswoman
http://www.lansingstatejournal.com/article/20100116/WILLIAMSTON01/1170484/1252/WILLIAMSTON
Pattie McNiel started First Impressions Training in 2001 and she has a great story to tell about her business and the content she delivers in her workshops. Pattie provides professional business etiquette workshops to enhance career opportunities whether you are just beginning or are a seasoned executive. She has trained thousands of students and employees from many organizations throughout the country.
I had the good fortune to work with her recently in developing a publicity effort around her speech to the Rotary Club in Grand Ledge, Michigan.
We targeted two weekly papers, provided a press release and photos from her speech and emailed to the editors. Her content fit the definition of a news story and in the next issue of the two papers provided with the press release and photos we had the news coverage we sought.
Links to both stories follow:
Etiquette pro speaks to Grand Ledge's Rotary
http://www.lansingstatejournal.com/article/20100115/GRANDLEDGE01/1170372/1198/GRANDLEDGE
Etiquette counts, says local businesswoman
http://www.lansingstatejournal.com/article/20100116/WILLIAMSTON01/1170484/1252/WILLIAMSTON
Public Relations for Small Businesses and Tips for Writing Press Releases
Like other types of organizations, small businesses can benefit from public relations in terms of their relationships with customers, employees, investors, suppliers, or other interested members of the community. Since small business owners are the most visible representatives of their own companies, they frequently handle many of the public relations functions themselves. But experts caution small business owners against taking on this responsibility if they are unqualified, or if they are unable to give public relations the attention it deserves. In these cases, entrepreneurs may choose to hire a public relations specialist or contract with an outside agency.
A key piece of your small business organization’s public relations strategy is publicity. A common way to initiate publicity is through a press release. Some tips to good press release writing start with having the foundation of a good news story. In your release include:
1. Write the headline and make it brief, clear and to the point.
2. Write the press release body copy as you want it to appear in a news story.
3. Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider these points as your write your story:
• What is the actual news?
• Why this is news?
• The people, products, items, dates and other things related with the news.
• The purpose behind the news.
4. Include information about the company so that when an assignment editor picks up your press release for a story, he/she would logically have to mention the company in the news article. Reporters can then get the company information from this section.
5. Always add your contact information. If your press release is really newsworthy, a reporter would surely like more information or would like to interview key people associated with it.
A key piece of your small business organization’s public relations strategy is publicity. A common way to initiate publicity is through a press release. Some tips to good press release writing start with having the foundation of a good news story. In your release include:
1. Write the headline and make it brief, clear and to the point.
2. Write the press release body copy as you want it to appear in a news story.
3. Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider these points as your write your story:
• What is the actual news?
• Why this is news?
• The people, products, items, dates and other things related with the news.
• The purpose behind the news.
4. Include information about the company so that when an assignment editor picks up your press release for a story, he/she would logically have to mention the company in the news article. Reporters can then get the company information from this section.
5. Always add your contact information. If your press release is really newsworthy, a reporter would surely like more information or would like to interview key people associated with it.
Tuesday, January 19, 2010
Publicity- It's FREE and Should Not Be Overlooked by Your Business in 2010
This is my first attempt at blogging and I believe with over 20 years in the communications, media and public information field, I have something worthwhile to share.
There's a fairly well-kept secret about publicity among public relations professionals. So what do they know that you may not know?
Two things:
One, most newspapers, and many other types of media outlets as well, are understaffed and often have significant editorial gaps to fill. They rely on free outside copy that arrives in the form of news releases, articles that are pre-written and ready for publication.
Two, since news editorial is generally perceived as more credible than advertising, a news release is an effective way to reach and influence readers.
But how do you do that? You already have more on your plate than there is enough time in the day. That's where I can help.
Publicity is all about obtaining free editorial coverage based on factual, newsworthy information about your company, organization, product or service.
One of the best books I have read on publicity is Guerrilla Marketing for the Home Based Business-- by Jay Levinson and Seth Godin. Over the next few weeks I plan to share some of their thoughts along with my own experiences in obtaining publicity for businesses and organizations. I hope you stop back often.
There's a fairly well-kept secret about publicity among public relations professionals. So what do they know that you may not know?
Two things:
One, most newspapers, and many other types of media outlets as well, are understaffed and often have significant editorial gaps to fill. They rely on free outside copy that arrives in the form of news releases, articles that are pre-written and ready for publication.
Two, since news editorial is generally perceived as more credible than advertising, a news release is an effective way to reach and influence readers.
But how do you do that? You already have more on your plate than there is enough time in the day. That's where I can help.
Publicity is all about obtaining free editorial coverage based on factual, newsworthy information about your company, organization, product or service.
One of the best books I have read on publicity is Guerrilla Marketing for the Home Based Business-- by Jay Levinson and Seth Godin. Over the next few weeks I plan to share some of their thoughts along with my own experiences in obtaining publicity for businesses and organizations. I hope you stop back often.
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