Rembrandt’s Blog

Good Monday Morning!

 

Before you contact the media or post a press release this week, ask yourself if a reporter will really care about what you have to say. If not, you need to conduct more research, develop a new story angle and edit your announcement accordingly.

 

Try to focus on a valuable benefit, current industry trend or unique idea. Once you rework your pitch, share it with an appropriate customer, co-worker, friend, or family member. You’ll be able to tell if your idea is boring or sparks interest.

 

Plus, it will give you some practice telling your story before approaching the press. Now, this process does take extra work, but it can definitely mean the difference between getting press attention and wasting time, money and effort.

 

And if you are having trouble developing newsworthy ideas to share with the press, here are some tips to help you get started.

1. Participate in an event.

Look for upcoming charity events in your local area. And if you can’t find anything appropriate, create your own. Work with non-profit organizations, targeted business partners, potential customers, etc. to give something back to the community. While helping others, you’ll create a newsworthy event that press members will want to cover.

 

Resources include: Chamber of Commerce, Network for Good Non-profit Events,  Give.org Charity List, Fundraising Answers

 

2. Create a report or list.

Thanks to David Letterman, people love “Top 10 Lists.” Write your own list or report. Be creative and develop an interesting, short document regarding a big industry trend, current news, survey results, or a solution to a problem. Provide valuable, reader-friendly information and expertise without asking for anything in return.

 

3. Submit an Op Ed.

Write to your local newspaper and provide your opinion about a published story or current news item. When written in a positive, controversial or helpful way, this media attention can build credibility and business awareness cost-effectively.

 

4. Share your expertise.

 

Develop a presentation that provides valuable information and simple tips. Then schedule, promote and give your speech to your target audience at a local community college, business group or other organization. While offering your expertise and meeting potential new customers, you’ll also garner some media attention.

 

5. Promote successes.

 

On a regular basis, talk to your clients, employees, co-workers, and partners to discover success stories. Ask customers how your products and services have helped them increase business growth, reduce costs, find new hires, save time, etc.

 

Obtain their approvals, and use these testimonials in your publicity and marketing efforts. You’ll have interesting case studies and pitches to share with the media and potential, new customers.

 

These are just a few, simple tips to help you start developing newsworthy stories. Thanks for reading. Until next time, feel free to send me your ideas, comments and suggestions (or sign-up for my free newsletter at www.rembrandtwrites.com). I’d love to hear from you!

 

If you just opened for business and want to spread the word, you don’t need a lot of money to hire a big PR agency. You can get some great publicity on your own. It is just going to take some extra time and effort.

 

Where do you start?

To begin, you will need to do some research and answer a few important questions. Here are some quick steps for starting your research process.

 

1. Know your target market.

What do your customers read online and in print, listen to on the radio and watch on television?

 

Figure out the most popular media venues for your target audience. Depending on your products and services, conduct online searches by typing in keywords such as: “medical service magazines,”  “realtor periodicals,” “online recipe businesses,” “gardening blogs,” “technology radio programs,” etc.

 

Some of the search sites I use include the following:

Google, www.google.com

Yahoo Search, http://search.yahoo.com/

Search.com,  www.search.com

Dogpile, www.dogpile.com

Rollyo, http://www.rollyo.com/index.html

 

(You probably know some other good research sites too. Please feel free to share them with everyone in our comments section.)

 

Start with some general searches online and then look for more specific sites pertinent to your target market.

 

2. Find the right reporters.

Once you discover the media venues that your target audience finds interesting, you’ll want to look for the reporters at each of these venues who cover your particular area of interest or “beat.”

 

Visit your local library or bookstore, look online, listen to the various radio programs, or watch the shows on television. Figure out who will be interested in talking about your business.

 

3. Learn the reporter’s style.

After you’ve narrowed down your choices and understand which media venues and reporters you want to target, familiarize yourself with their particular columns or segments. This way, you’ll learn more about each reporter’s tone and style and the topics he or she targets on a regular basis.

 

And as you review the information, think about ways you can fit into each of these media venues. What kind of interesting and unique trends, stories, case studies, information, and ideas can you offer each reporter or writer?

 

4. Create a contact list.

As you make notes about various reporters and how your business can fit into potential stories in the future, you’ll also want to start your own media-contact database.

Use a simple Word table or Excel spreadsheet and make columns that include: Media Name, Address, City, State, Zip, E-mail Address, Phone, Fax, Notes, and any other pertinent data you need.

 

Usually, media-contact information is available on the venue’s website or in the first few pages of the publication. Also note that you can always call the media venue directly and ask the receptionist for the information.

 

However, some office assistants may connect you directly with a reporter. Then what do you do?

 

If you are not ready to talk to that reporter yet, be sure to tell the receptionist that you just need the contact information. You do not want to make a bad, first impression!

 

If you are connected with the reporter, simply introduce yourself as a new business owner, and ask if he or she would like to receive the latest news and information about your company.

 

Hopefully, these simple tips will help you start your PR program. I also offer free information via my monthly newsletter, “Rembrandt Writes Insights.” Simply enter your e-mail address at www.rembrandtwrites.com.

 

Thanks for reading. And I’ll be in touch with more startup PR information soon. Until next time, feel free to send me your ideas, comments and suggestions. I’d love to hear from you!

 

Most small business owners immediately think of press releases when they think of publicity. However, I use press releases specifically as a relationship-building tool.

 

They are very helpful in reminding reporters, customers, new hires, and potential new partners that your business has current products, services and news.

 

But press releases alone do not guarantee big media placements.

 

If you have a tight budget and schedule, I suggest spending the majority of your publicity time talking to targeted reporters via phone or in person. This way, you can share your passion and introduce yourself to appropriate media members directly. And this is usually much more beneficial than writing a press release and simply distributing it to a blanketed list of media venues.

 

However, you can build business awareness and get your press release posted on the Internet at no cost. It will take some time and effort to register and post your release. But here is a list of 40 sites that offer (or did offer) free, press-release posting:

 

1.     1888 Press Release   

2.     ASPTheStreet

3.     BizEurope

4.     Click Press.com

5.     CubicleSpace.com

6.     Dime-co.com

7.     eBoom

8.     eCommwire.com

9.     Express Press Release

10.   EZ.Press

11.   FastPitch

12.   Free-News-Release

13.   Free-Press-Release.com

14.   Free-Press-Release-Center.info, http://www.free-press-release.info

15.   i-newswire.com

16.   Kazor.com

17.   LooselyCoupled.com

18.   Male Bits

19.   Newsreleaser

20.   PR.com

21.   PR9.net

22.   PRCompass

23.   Press Method

24.   Press Releases Blog Spot

25.   Press.ArriveNet.com

26.   Press-Base

27.   Pressbox UK

28.   Press-World

29.   PR-GB

30.   PRInside

31.   PRLeap

32.   PRlog.org

33.   PRNewsNow

34.   PRNuke.com

35.   PRZoom

36.   SBWire

37.   UK PRWire

38.   US PR Wire

39.   Web2Newswire
40.   PressReleasePoint.com

 

Now, these sites may change their polices. After reviewing them, regularly research new, online posting opportunities.

 

Also, there are many niche sites and blogs that may cater to your target audience. Look for various industry websites that offer free, press-release posting. Also check inexpensive posting sites such as PRWeb.

 

As a small business owner, it is possible to get some great media coverage on a limited budget. You just need to be willing to spend the time and do the work necessary.

 

And if you’d rather concentrate on core business activities, and outsource your publicity activities, please contact me at www.rembrandtwrites.com. I can provide you with some tips and additional information.