Rembrandt’s Blog

As a new business owner, it’s easy to rush through publicity efforts in order to concentrate or core business activities and priorities. But before you contact the media or post a press release, ask yourself if the information you’re about to send is really newsworthy.

Will a reporter really care about what you have to say?

If you can’t answer this question accordingly, you need to conduct additional research, rework your story angle or rewrite your announcement. Focus on a specific benefit, current industry trend or unique idea.

Once you rewrite your announcement, have a regular customer or someone in your target market read it. At the very least, have co-workers, friends or family members review the information. Do they think it’s boring?

This work takes extra time and effort, but it can mean the difference between front-page news and the trash bin.

And if you are having trouble finding newsworthy items to share with the press, here are some tips to help.

Five Ideas for Creating Your Own News:

1. Take part in a community event, or create your own.

Give something back and encourage others to do the same. You’ll help others in need while creating a newsworthy event.

2. Create a brief report or “Top 10 List.”

Relate this document to a big trend in your industry that will help others solve a problem. Provide your expertise without asking for anything in return.

 3. Submit an opinion piece.

Write to your local newspaper, and provide your opinion about a published story or current news item. This can help build credibility and awareness for your business when written in a postive manner.

4. Give a presentation.

Speak at a local community college, business group or other organization where your target audience attends.

Provide valuable information without giving a sales pitch, and invite pertinent reporters. You’ll establish yourself as an expert and meet potential new customers while increasing your chances of obtaining media coverage.

5. Find success stories and promote them.

Talk to your customers, and ask them how your products and services have helped them save time and money, increase productivity, meet deadlines, etc.

Media members like unique, “before-and-after” stories, and you can always use these case studies to build credibility and market new customers.

Got News?

Now, please note that some announcements are just that – announcements about winning awards, events, fresh partnerships, new hires, etc. These may not be the most exciting news-items, but they are still important to share with the press. These announcements will help project a fresh, current and credible image for your business.

But before you share this information, be sure to create a list of appropriate press members, event-listing media venues and customers. Not everyone will be interested in this kind of news. And you want to send it to the right people so you don’t waste your time.

These are just a few, key ideas to consider when announcing your news. Hopefully these tips will help you provide valuable information to the press and build positive, company awareness.

 And if you need more help with your SEO copywriting and PR, please let me know here or at www.rembrandtwrites.com.

Recently, someone contacted me about sending out press releases. If you are a new entrepreneur, the first thing you probably think of when you hear “PR” is to send out a press release.

And although press releases have their place as media-relationship building tools and announcements, there is a much better way to get some great, press mentions. 

In fact, if you send out a poorly written press release to the wrong people, you can do more harm than good. Reporters receive hundreds of press releases each day, and have no problem instantly deleting or pitching the bad ones.

 What Should You Do?

 Instead, do your research first. Start with a few simple questions:

- Who do you want to talk about your business?

- Who is the appropriate media member to contact?

- What is that person going to care about?

Once you have your talking points together, pick up the phone and introduce yourself to the reporter. Give your story succinctly and with passion.

You have a 50/50 chance – The reporter will want more information or thank you for calling. Either way, you’ve started to build a valuable, media relationship.

Use PR to Your Advantage

In today’s tough economic times, public-relations activities can help your business grow quickly through credible, third-party media mentions and word-of-mouth buzz.

But if you don’t take the time to develop and practice pitching your unique story idea, or hire an experienced expert to do it for you, all of your efforts can be a complete waste of time and money.

Need help with your PR skills, SEO copywriting and marketing to boost sales and credibility? Please contact me here or at www.rembrandtwrites.com.

If you are currently worried about finances, you may want to review your public-relations efforts and look into getting outside help.

Think it’s too expensive? Well, you could be wasting time and money by continuing your current, publicity activities!

By hiring a PR consultant who acts as an extension of your team and actually cares about your overall success, you can save money and experience many benefits. After all, would you like to:

1. Stop wasting time on PR and writing efforts and focus on core business strategies to bring in new customers, partners and sponsors;

2. Obtain media placements and third-party credibility that are impossible to purchase via advertising;

3. Experience a snowball effect once your story hits a major press venue. This builds more awareness and media attention that costs nothing;

4. Receive individual attention, know what is going on with publicity efforts at all times and be able to work quickly and cost-effectively; and

5. Use all of your new media-clippings in your marketing efforts to build sales?

These are just a few examples of how the right publicist can help you save time, money and effort…so if you haven’t already done so, you may want to start researching potential candidates and move your PR activities up on your business priority checklist.

Got questions about your Website copy, SEO copywriting and marketing strategies? Write to me here or at www.rembrandtwrites.com. I can help!