Posts filed under 'Public Relations'
July 29th, 2008
No news that prices are rising everywhere and consumers and businesses alike are searching for more efficient ways to operate and ways to reduce spending, but stricter budgets can in fact spur good ideas and creative solutions.
Like the housing market which has seen a rise in renovations, additions and refurbishing as a reflection of the slow market, businesses can take the same initiative. Updating and “renovating” your brand can be the perfect vehicle for initiating growth. Think about it- consumers want value and quality. Do they currently encounter value and quality at every interaction point with your product? Maybe you don’t need to revamp the warehouse or hire new staff to help increase sales, maybe a new tagline or well-designed logo that reflects your focus on simple great quality would be the “coat of paint” that spruces things up and reminds customers of your value. (More on taglines- http://money.howstuffworks.com/ad-slogan2.htm)
Listening to consumers will often tell you exactly what you need to know, so if you don’t know what they are saying, now could be a good time to do a survey, create an email campaign to get feedback or come up with a new idea for PR and interaction with your customers. Another point that cannot be underestimated is enthusiasm. With all the budget restrictions it would be easier to fall into a “sad state of affairs” rather than renovate and tout accomplishments, but enthusiasm for the quality of your brand filters into marketing and is apparent to consumers. So now might just be the perfect time to renovate. There are countless ways to make changes that reflect a cosmetic improvement as well as enhanced quality behind your brand.
May 29th, 2008
Was someone at your company honored on the Rockford Chamber of Commerce’s “40 Under 40″ list? If so, don’t keep the good news to yourself. Sure, it was covered locally, but look further afield to gain additional publicity:
- Draft a news release about the honor, how the nominees were selected and then detail the accomplishments of your company’s particular honoree.
- Distribute it to the trade media that cover your industry and any other non-local publication that is appropriate, including the alumni office of the honoree’s college/university/high school and any other organization with which he or she is involved (like a church, professional organization, etc.)
- Whenever possible, email the release, a headshot and a link to the online version of the story (See sources below)
- Mailed or faxed releases are OK, but don’t have the advantage of automatically giving the media outlet the option of running the piece with the headshot.
We should all be proud of these accomplished professionals - so let’s talk it up!
40 Under 40 Source Material
PS - kudos to KMK Media Group’s own Pam Maher for her inclusion on the list!
May 27th, 2008
Just like any business, the media also has its cycles. There are some stories you can always count the local media to cover depending on the time of the year. Smart business owners will examine these cycles and position themselves as experts on the topic to get some coverage in the stories that are bound to come out.
Some suggestions for working with the local media: Be a one-stop shop for time-pressed reporters - think about all the angles of the story and be prepared to talk about it expertly and on the record/on-camera. Offer satisfied customers as additional sources and have a few ideas for what the TV camera or newspaper photographer might be able to “shoot” for the story’s visuals.
Below are topic ideas to get you started thinking for the upcoming summer “media season.”
Spring/Early Summer
New beginnings, vacation plans, picnics, outdoor topics. General stories that are light and fun are well-received during this time of year include:
Summer vacations (What to pack, how to get there, where to go)
Outdoor living (Patios, BBQs, outdoor toys)
Gardening (Clean up, tools, plants)
Leisure activities (Boating, hiking, bicycling)
Kids (Activities for when school lets out)
Safety (Sunscreen, boating safety, auto safety, severe weather)
Summer
As the summer wears on and the heat rises, no one feels like doing much of anything. This is a good time to pitch entertainment stories or other wacky ideas that reporters may not have had time, up until this point, to cover.
- Light business stories (Trend pieces, technology, new products)
- Back-to-School (Supplies, education trends, back-to-school fashions)
- Outdoor activities (Camping, swimming, gardening)
- The heat (Heatstroke, auto maintenance, sunscreen, air conditioning)
Key dates in June, July & August:
- Flag Day (June 14)
- Father’s Day (June 15)
- Junteenth (Jun 19)
- Summer begins (Jun 21)
- Independence Day (Jul 4)
- Parents Day (Jul 27)
- Friendship Day (Aug 3)
- Labor Day (Sept 1)
May 1st, 2008
I get asked all the time, “How do I get <insert event/product/announcement here> covered in the news?” Well, I say, that depends, but the first step is to do a news release.
So, a few tips on what EVERY news release MUST have:
1. Contact information. Seems like a no-brainer, but it’s not. And if you’re not in your office most of the time, then include an alternative way to get in touch with you. Deadlines wait for no man.
2. Date. So the media knows that they’re not dealing with outdated information.
3. An interesting, descriptive headline (and subhead if need be). Make it timely and topical. This is your best chance to getting a reporter’s attention.
4. The 5 Ws. Who, what, where, when, why - give ‘em all their answers up front. If reporters call because of your release, you want it to be for quotes that promote your organization’s mission…not for the address of where the new-product announcement is happening.
5. A reason to care. Editors and reporters can get dozens of releases - sometimes many more - every day. Make your information news-worthy so it grabs their attention. Before you send something, always ask yourself, “who cares?” If you answer, “no one,” rethink and rewrite it so that someone will.
6. Correct grammar & spelling. Proof read - sloppy writing will not win you any friends and just reflects poorly on your organization.
7. Company info. Include a brief description of your company - and your web address! - at the end.
Optional elements could include:
- A quote. Talk to a pertinent employee or customer & include their comments. Got a CEO who’s less than verbose? Write quotes for him/her and get a sign off if you must.
- Statistics, charts, graphs. Good, verifiable data - particularly if it ties in to a current industry or news trend - is like nectar to reporters. Find a nugget of data to tie into your release and you immediately broaden your announcement’s appeal and audience base.
In an future post, I’ll talk distribution and follow-up, two other keys to getting your news covered.
April 9th, 2008
Spent this morning listening to Tripp Frohlichstein, president of MediaMasters, Inc., talk about how to uncover your company’s “message.” Tripp is in town as part of today’s seminar by the Rockford Chamber of Commerce called “Get the Message” which talks about messaging, how to use it and how to work with the media to get that message out.
Here are some tidbits I picked up about how to figure out and use your company’s message to its best advantage:
- Get a Home Base - “Home Base” is the single most important message your company promotes, and it is the message that should be carried out across all levels of your organization from your employees to your investors and customers. It is the essence of your message. It should be high-level, but not high enough so that no one understands it.
- When thinking about your message, Tripp says, it’s not WHAT or WHO you are but WHY you are. Don’t just tell people what your company does - tell them why do you do it. For example, if you’re an accounting firm, you do more than the books. You help your clients improve their bottom line by providing cost-effective solutions to their problems.
- Talk in Human Terms - use storytelling and concrete examples whenever possible. Stories generate a more emotional response than virtually any other type of speech.
Next post: What is a “23-Word Salute” and why should my company have one?
