Get top marketing stories of the week.
Tag Archives: publicity
Five Tradeshow PR Tips
Tradeshows are a great way to cultivate relationships with media. While many companies focus on customer relationships (as they should), it is also a chance to spread the word about the latest and greatest products and/or services, and position the company in the industry. How? Here are some ways to leverage tradeshows for your PR goals:
- Media Meetings: Secure the show media list and reach out to schedule meetings with priority media and bloggers. Give them a tour of new products/services that are most interesting to their subject matter and readers.
- Press Kits: Develop press kits containing your latest news and background about your company. This may be in an electronic or print form. Keep in mind what your target media would prefer. Drop these in the press room and hand out at your appointments!
- Press Events: Consider hosting a press conference or breakfast during the show if you have something significant to announce.
- Speaking Opportunities: Showcase your experts! Tradeshows often have education sessions for attendees to learn about the latest in the industry. Keep in mind that tradeshows post the call for speakers well in advance of the show, so make sure to check on deadlines for submissions and requirements.
- Multimedia: Tradeshows can offer the opportunity to capture video and photos of customers, partners, new products, experts, etc. that can be used for social media, sales meetings, website(s) and more.
How Many News Releases Should an Organization Distribute?
We recently had a client ask us how many news releases they should be distributing in a year. While the short answer is it all depends on how much news an organization has to share, every organization should focus on conducting an ongoing publicity and media relations campaign. This requires regular and ongoing news release development and distribution.
When conducting publicity and media relations the goal is to provide more quality releases to the media than focusing on quantity. However, the more quality releases distributed to the media and the more media follow up conducted, the more likely quality editorial coverage will appear.
For almost all organizations, we recommend developing and distributing one news release per month for a total of 12 releases at the minimum.
The maximum number of releases really depends on the overall goals of the organization, the quantity of news you have to share and who is receiving the releases. For example, are releases being created to support SEO? Are they being created to educate investors? Are they being created to secure media coverage?
We can also look at the question in reverse … can you ever distribute too many news release? The short answer is yes. If too many news releases are being distributed to the same media contacts over and over and the news releases are not high quality and engaging, it can exhaust the media.
The bottom line is it is better to focus on developing quality releases than focusing on the number of releases. However, if you need to set a goal for your organization to ensure regular communication with the media, shoot for one news release a month at the minimum.
Advertising? Have a Plan of Attack
You have decided to pursue an advertising strategy. You are ready to get creative, perhaps even design an award winning campaign. Wait a minute; hold your horses.
Developing your goals, messaging (what you want to communicate about your brand/product) and target audience are all key considerations and first steps when determining if advertising is even a fit for your needs. If yes, there are even more considerations: Budget? Online? Print? E-newsletter? What sizes?!
And while intelligent, engaging creativity is certainly a key element of a sound ad campaign, the most fun, creative and interactive advertisement may be worthless if not supported by sound strategy and critical understanding of your target audience. If the message does not resonate with your target audience and align with what you are trying to communicate about a brand/product/etc, the ad could flop and cost you time and money. Make sure you are crafting messaging first that your audience will identify with before applying all of the bells and whistles.
Additionally, an effective advertising plan does not necessarily have to have a huge budget. No matter what you have to spend, the key is to assess the value of each impression by comparing media costs with the size and quality of the audience you will reach. Consider a number of options and work to develop a custom plan that reaches the best audience possible within your budget restraints. Even a small test campaign can provide valuable insight; if it drives results then consider a larger buy, but otherwise reformulate a new strategy.
Finally, keep in mind that advertising is only one component of your overall marketing plan and may not be something you need in your overall marketing strategy. An ad test as described can serve to demonstrate a particular medium’s value as part of your overall marketing strategy. Consider other options that may be a better fit to reach your target audience such as email marketing, social media marketing, public relations tactics, etc. Or consider how a successful test campaign can be extended for even larger impact.
Ultimately, a strategic approach to advertising not only maximizes your budget, but also effectively raises awareness for and confirms identity of your brand for your target audience.
4 Ways to Extend the Reach of Your New Ad Campaign
Whether a print, TV, web or radio ad campaign, you dedicated your blood, sweat and tears to develop a creative and compelling campaign. But beyond the ad buy, there are ways to extend the reach of your ad campaign and deliver your message to more people in a more engaging way.
1. Social Media. Consider using social media platforms to engage your audience in a contest related to the ad campaign. This is a great way to draw those who viewed the ad to your social media sites as well as encourage social media fans and followers to seek out your advertisements where they appear.
2. Website & Email Marketing. When developing an ad campaign (no matter the medium) a website landing page is a great way to continue to keep the audiences engaged and provide additional information that you didn’t have room to include in the ad. If you have a quality email database, create an email marketing campaign that coincides with the advertising campaign (and drives visitors to the landing page).
3. Publicity. Is there a timely or edgy aspect to your new ad campaign? Develop a pitch or media invite positioning your campaign as part of a larger, compelling story. If you can secure media coverage for your new campaign, you have extended its reach beyond the actual ad buy.
4. Events. Does your campaign celebrate a company landmark? Is it in support of a new product launch? If there is a reason to celebrate and a bigger story to tell, consider hosting a live or web-based event. Invite customers, prospects, vendors and media to share in the celebration. And if the event itself is unique or unexpected, this may serve as another opportunity for some publicity.
3 Online Marketing Resources
We are constantly finding new online tools that keep us fresh and provide inspiration. Check out our top three picks that have been inspiring us this week!
1. Media Relations Tool: When it makes sense for their brand, many marketers are using Twitter to connect with media. But, check out this Pinterest board featuring leading media brands on Pinterest to discover what they are interested in, and get inspired to deliver better pitches: http://pinterest.com/pinterestpower/media-brands-on-pinterest/
2. Video Inspiration: YouTube has taken the liberty of gathering some impressive examples of creative video marketing. Check out some excellent video case studies here: http://www.youtube.com/showandtell
3. Branding: We love TrendWatching.com’s monthly Trend Briefing reports. March 2012 focuses on the theme of Flawsome: the idea that brands that behave more humanely and show flaws are more well-received by consumers. For a longer explanation, the research behind this idea and real life examples, visit: http://trendwatching.com/briefing/
So You Want to Befriend a Reporter?
As a general rule, gaining media coverage is not about who you know, but knowing how to work with media to gain your fair share of quality coverage. Media won’t cover a “friend’s” news as a favor.
That being said, understanding how to cultivate relationships with appropriate editors, reporters and even editorial assistants is critical for ensuring your pitch/news release is considered first, and for ensuring media know where to turn for an expert when breaking news occurs.
Here are 7 ways to get in media’s good graces and improve your chances of scoring excellent media coverage.
1. Take an interest in their work. If you have your goals set on achieving coverage in a particular publication and/or with a particular reporter, you need to be familiar with both the outlet’s and reporter’s style and interests. Read, read, read what they have written and reference it when appropriate in your conversations.
2. Call to see how things are going. Take care not to do this at times when media are on deadline or too frequently – that can be annoying. However, occasionally call key media to ask what types of articles/stories they have in the pipeline and determine if there is a way you can help contribute.
3. Introduce them to your other friends. Is this outlet/reporter working on a story out of your realm of expertise? If you have an industry contact who can act as a resource, connect the reporter with a new contact. Media will remember you next time they are working on deadline and need content or a comment for a story.
4. Educate. Tell media what they don’t already know about the industry, and be the one to tell them first.
5. Be a team player Like any good relationship, it should be mutually beneficial. Talk with media rather then pitching at them all the time; they will come to respect you as a valuable source. Learn how you can make a reporter’s job easier, and chances are he/she will turn to you again.
6. Respect the schedule. When you do engage media in a conversation, take the time to ask about and record their contact preferences. When are they on deadline? When is it appropriate to call a cell number? When are they most open to receiving communication? Bottom line, you won’t be a bother in the future if you get to know media’s schedule right away.
7. Don’t Give Up. Didn’t get coverage from your first, second or even third pitch? Do not give up. Often, media file story ideas for later use; it is up to you to remind them you can act as a resource on certain topics. When appropriate, share bios and descriptions of expertise for multiple resources within your company.
5 Ways to Maximize Your Case Studies
A case study detailing the specific results of how your company or product helped overcome a unique or difficult challenge can be a powerful marketing tool. Since developing case studies is often time consuming, be sure to maximize their use.
Here are our top five tips for getting more value from your case studies.
1. Secure Media Coverage: You can achieve media coverage for your case studies one of two ways. First, you can develop a news release detailing the situation and high-level results of the successful project, and distribute/pitch to media as a story with a spokesperson available for interview. Or you can also offer key non-competing media the full case study to run as a bylined article; media are always looking for good content focused on real world applications.
2. Develop Engaging Blog Content: Divide your case study into several smaller segments and post a blog series on the project. Ensure each post leaves readers with a reason to come back for the full story.
3. Secure Speaking Opportunities: Use your case study as a way to secure a speaker at an industry show. Most industry shows/conferences are looking for good examples of how attendees can apply new/existing technology in their field. Ask your client to present with you as a team. The show is more likely to select presentations that include peers talking to peers and do not seem like a sales presentation.
4. Video Development: Consider documenting end results and customer testimonials on video. A video version of your success story can easily be incorporated into your website, online advertising, social media, email marketing, mobile marketing and even media relations strategies.
5. Advertising Campaign: If you have several interesting case studies with impactful results, consider structuring your next ad campaign as a series of testimonial stories focusing on applications and results .
6 Small Things That Make A Big Difference in Media Relations
A successful media relations strategy includes three major components: an excellent and up-to-date media database, compelling content and aggressive media follow up. But as you execute a strategy with these three elements, also implement these six small habits that will make a big difference in helping achieve more, better quality and ongoing media coverage.
1. Personalization. Send your news release, pitch or media invite to each media contact one at a time. Do not mass mail media communications; media should feel as if you are offering a unique and valuable opportunity and not that they are part of a “spray and pray” strategy.
2. Illustration. If you are able to provide photos or graphic illustrations that support your story, always make them easily accessible for media. Consider uploading to YouSendIt (you can open an account for free) and sharing the link to the images as a URL in the email. DO NOT send big photo attachments to media unless they request a photo.
3. Detailed Documentation. Keep notes of every media interaction – including sending an email, receiving an email response, media calls (whether speaking to a live person, voicemail or not able to reach anyone), media responses, interviews scheduled, feedback about preferences or perception of your company and products, and all resulting coverage. The more familiar you are with the habits and needs of a particular media contact or media outlet, the more chances to secure media coverage.
4. Goal Orientation Before conducting media follow-up calls, identify your desired goal or outcome. Is the goal a simple event announcement listing, a story about a new product, service or corporate initiative, a phone interview with a company spokesperson, a live interview on a TV or radio, on-location coverage of an event, etc. Once you have determined a goal, use it to craft a call to action, and incorporate that call to action in every conversion, email and voicemail during media follow up.
5. Resourceful Presentation. You are not simply asking media to do you a favor by covering your organization’s news, events, products, services and promotions. Approach each media interaction considering yourself as a valuable resource with access to news and content that helps media perform their jobs better. As media relationships grow, your company will become a valued resource media approach when they are in need of an expert. You will start to earn coverage without asking for it.
6. Ongoing Conversation. Whether media do or do not decide to cover your story, ensure you take advantage of the opportunity to learn about future opportunities when speaking with media. When the conversation is flowing and media are not on deadline, ask them to provide insight on regular sections, segments or features and who else at their organization might be interested in hearing from your company.
The 6 Components of a Killer Online Newsroom
According to a study recently released by Bulldog Reporter and Business Wire, about half (48.4%) of corporate communicators have an online newsroom, and an additional 13% intend to develop one in the future. The study also revealed the single greatest challenge with online newsrooms is a lack of resources to keep it updated.
The good news: you can develop a very effective online newsroom without devoting too many resources. Below are the top six components that make an excellent newsroom – one that engages media and requires minimal resources to maintain once up and running.
1. Separate News from Media Coverage: Including recent media coverage in a newsroom is a common mistake. Consider the newsroom’s target audience – journalists looking for information to develop their own stories. Limit your newsroom to resources for media, and package your amazing media hits in a separate section on your website.
2. Highly Visible Media Contact Information: Include who to contact and how to contact them (via phone, email, snail mail, Twitter, LinkedIn and Facebook) at the top of your newsroom. If your company has different contacts for different divisions, or a separate investor relations specialist, be sure to include all points of contact. The quicker media can find the person they need to speak with and the less barriers they have to reaching that person, the more likely you are to land coverage.
3. Media Kit: Your newsroom should have a section featuring all updated media kit materials – documents that provide access to background information about your company, products, services, corporate leadership and any pertinent financial data (if a public company). It is also very useful to provide unique descriptions of each product/service your company offers that media can easily digest. Each piece of the media kit should be downloadable or accessible directly on the website – to meet all media preferences.
4. Video: With media looking for multi-media content for their websites, video can be a powerful tool. Examples of useful video content include: behind the scenes product development, product assembly/instructions and case studies. Even better: providing embeddable links and downloadable b-roll footage can also add great value to a journalist. Just be sure to avoid sales and human resource videos that are better tools for targeting audiences other than media.
5. Image Library: Organize photos of all relevant product, application, corporate locations, corporate leaders as well corporate logos in one location. Offer media both high and low resolution versions of each image, and be sure to update with new photography as new products are introduced and corporate leadership renews. Be sure to provide photos both as downloadable files or with the option to view online.
6. Press Release Archive: News is a critical element of your newsroom. Archive all recent press releases by providing links for media to access or download previous news releases in their entirety, including release date and proper contact information.
Measurement Made Easy
Measuring marketing campaigns is key to determining if you should continue a campaign and necessary when showing upper management the value of marketing. The first step is setting measurable objectives and ensuring each marketing strategy has measurement metrics in place.
Following are six simple ways to help measure the success of your campaigns.
1. Develop dedicated landing pages for each ad, blogger campaign, QR code and email marketing campaign to better assess which strategies are driving results. Take this a step further and test messaging and design by developing more than one unique landing page for the same campaign to better understand what creative and content are most effective.
2. Install Google Analytics on your website. Visit http://www.google.com/analytics/ to sign up for a free account. Google Analytics will provide a simple code you can include on every page of your website, which will allow you to track which sources are driving the most web traffic (i.e. which search terms are most influential and which sites refer the most traffic). Google Analytics will help you track dedicated landing pages activity.
If you sell product online be sure your ecommerce is linked to analytics. This will help you determine what is driving sales.
3. Use dedicated phone numbers for different marketing/advertising campaigns. Track the number of calls and time spent on each call for each number to determine what is most effective.
4. Provide special offers linked to discount or promotional codes. Create a unique code for each campaign. When customers purchase product online (or even in stores) and use the code, you will be able to measure which strategies are most effective at driving sales. This works well for blogger relations campaigns, social media promotions, print and broadcast advertising.
5. Measuring intangible campaign results like brand awareness and changes in perceptions/beliefs is a bit more difficult. If you can, administer a survey to your target audience to assess awareness and opinions prior to the campaign, and use the research results to establish benchmarks. When your campaign is complete, redistribute the survey to determine if the campaign has impacted awareness levels and succeeded in changing existing perceptions.
6. A similar approach can be successful for measuring the impact of publicity and media relations. Conduct a media audit with target outlets before and after your PR campaign to measure media’s familiarity with your company. Of course do not forget to track media coverage and keep track of how many people each story has the potential to reach. For online media stories that include your URL, check your website analytics to see how much traffic the media stories are driving to your website.
Respond to Breaking News to Secure Media Coverage
Pitching a new or existing product, company spokesperson or useful tips are all successful ways to secure media coverage for your brand year-round.
But there is one strategy you can use to secure immediate media attention-it just requires vigilance and a bit of strategic thinking. You can successfully secure widely read and relevant media coverage by piggybacking your company’s story with a breaking news event. Below is a step-by-step approach for taking advantage of timely current events to secure immediate visibility.
1. Lay the groundwork. Start by setting up news monitoring alerts for key terms that impact your business, industry or customers. Monitor these incoming news alerts daily. When a big event occurs, you will know about it immediately.
2. Target the right media. Now that you know what they are writing about, find out who is writing it. When it comes to national and impactful news, reporters often write follow up stories expanding their initial coverage of an event or news item. Add these reporters to your media list, and be sure to develop a very targeted and personalized introduction as to why you are pitching your story to them specifically.
Secondarily, find out what beat these reporters typically cover and use that information to identify media at other publications that will likely be interested in your story. For example, if environment reporters are covering the breaking news story at a few key outlets, make sure environment reporters from all relevant outlets are on your media list.
3. Provide a new spin. Do not follow up on a breaking news item pitching the same exact story; you will be a day late and a dollar short. The key here is to find a new angle to the story that will entice reporters to develop a follow up story. Examples include: pitch a potential solution to the new problem, play devil’s advocate by warning of hidden dangers, provide insight on how the news item impacts a certain group of people or vital segment of industry, showcase the positive outcomes of a negative situation or vice versa, etc.
4. Provide an expert. Once you decide on your approach, position a company spokesperson as an expert who can speak to media on this topic as part of your pitch. Ensure they are knowledgeable and entertaining. Media will be on the lookout for interesting sound bites and inspirational – or controversial – statements and insight surrounding the situation.
5. Make the connection to your brand. Ensure your pitch provides a direct connection for media as to why your brand or product is an essential part of this story. Perhaps your product provides a necessary solution, or maybe your company has done business in the impacted industry for years. Or your company experienced something similar before, and you understand how consumers will react. Just be sure to clearly state the connection to validate why your company is a good resource for a follow up story.
6. Conduct follow up. Media will have already covered the breaking news item by the time your pitch reaches them. It is key to conduct media follow up calls. Your goal is to help media understand why this new angle, expert or product is a critical component of the evolving story. Ultimately, if you can secure coverage for your brand related directly to timely, breaking news, it will be more relevant and interesting to consumers already engaged in the story.
Need help launching a reactive publicity and media relations campaign? Contact me at kayleigh (at) sweeneypr (dot) com or 440.333.0001 ext. 105.
Top Media Interview Tips
You have not had any media training but suddenly a key media outlet is on the phone or at your office requesting an interview. Use the guidelines below to get you through an unexpected opportunity in a pinch.
1. Be professional at all times. Interviews are not conversations. Remember that reporters represent the public and will sometimes ask hard or even deliberately leading questions to elicit an emotional or sensational response from you. Be professional at all times; do not slip into a conversational mode.
2. Set the agenda on what you want to get across in an interview. Select a few key points and be certain to cover them regardless of what specific questions the reporter may ask.
3. Steer the interview in any direction you choose. If you are good at it, you can use a reporter’s questions to springboard to the area you want covered. This is legitimate technique for conveying your key messages.
4. Reporters are not necessarily experts. More often they are generalists. Don’t assume they will know anything, yet alone everything about your area of expertise. Provide them with good, concise background material prior to or after an interview.
5. Reporters come in all personality types. Don’t put them all in any one category – “friends” or “out to get a sensational story.” And don’t assume that the same reporter will always have the same approach.
6. There is no such thing as “off the record.” If you don’t want something to appear in print or on the air, do NOT say it.
7. Control your emotions. Before and during interviews: breathe deeply…take time to gather your thoughts…be serious when appropriate and animated when appropriate.
8. Do not answer a question that you don’t know how to answer. Tell the reporter you will get back to him/her as soon as possible. Call back as soon as possible with the requested information.
9. Tell the truth. If you don’t, your credibility is ruined. If you cannot absolutely divulge information, say so, and state why. Do NOT say “no comment”; it will appear that you are not being honest or withholding information.
10. When interviewing for a live TV segment, dress appropriately at all times. Your overall appearance reflects upon you and upon your business.
4 Secrets for a Killer CPG Media List
If you conduct publicity and media relations, you probably have a decent media list, including editors for Good Housekeeping, Today Show producers and local and national industry beat reporters. But beyond the obvious must-haves for any CPG media database, expanding your list to reach untraditional contacts can have a major impact on your brand. This is of course if you pitch media contacts the right story, but that’s a different post all together.
Below are our top four secret tips for building a bigger, better media list to help secure more media coverage.
1. Find Freelancers. Freelance reporters often devote a major portion of their work to one particular industry category. As a result, they have developed strong relationships with particular magazines. It will take a bit of extra time up front, but devote the effort to build a targeted list of freelancers covering your industry and make sure they receive any relevant news and announcements from your company. Then, when they are assigned a story, they will know exactly where to turn for information.
2. Scour the web for syndicated writers/columnists. Again, a little bit of research can go a long way. Start by adding syndicated writers covering your industry beat through services like Scripps Howard and the Associated Press. Then, look for independent syndicated writers by reviewing sections in leading newspapers (i.e. check out the Home section to find a syndicated design writer). Finally, target relevant beat reporters at newspapers that are part of large publishing groups like McClatchy. If you place a story in one of the company’s papers, it can likely appear in sister publications.
Land one quality hit with a syndicated writer, and watch the coverage roll in from around the country.
3. Identify industry experts. Major national consumer media often rely on “industry experts” to acts as guests or interview subjects providing the latest tips and trends on a certain topic. Add these experts to your list and make sure your product is on their radar. If there is a natural correlation with future editorial interview opportunities, you may get a mention without ever having to speak to a producer or editor.
Additionally, well-known magazine editors often appear as lifestyle experts on non-competitive media outlets (i.e. TV talk shows). If you are targeting a certain show, make sure their editorial expert is on your list too.
4. Pinpoint production companies. This strategy works particularly well for consumer products, design and home improvement projects. Cable networks like Style, HGTV and DIY air shows produced by third-party production companies. If your product has a direct tie in to one of your favorite feature shows, track down a contact at the production company that produces the show. Call them directly and ask if they will consider products for placement on the show.
6 Questions to Ask a Journalist
So you have done it! Proverbial success: you did your homework, picked the right journalist, sent a great pitch and now they have called you to set up an interview.
Now what? There are six key questions you should ask media every time to ensure you maximize every media interview and increase your potential to landing a story.
1. What is the focus of your story? In some instances a reporter may be looking for an expert resource on a broader trend story, while in others they may want to cover your company for a feature article. Find out right away the purpose for the interview so you or your company spokesperson is prepared to fill the proper role.
2. When is your deadline? Find out right away when the reporter needs to speak with you or your spokesperson and when they need to turn in their final story. Then, schedule an interview that gives you or your spokesperson time to plan.
3. Do you have any preliminary questions or interview guidelines you would like us to review before the interview? Many journalists have a very specific idea of the type of information they need during an interview. If they can provide questions or topic guidelines to review in advance of an interview, you can be prepared to provide the best information most likely to make it into the story. This can be particularly effective when journalists are looking for tech focused or in-depth information that may require you or your spokesperson to conduct some research. Also, this helps to ensure you can naturally weave your talking points into the interview.
4. Would you like photos or images to accompany the story? Whether it is a headshot, product or application photo or even a chart or graph that helps illustrates key data, journalists like to incorporate visuals that capture the reader’s attention and enhance the story.
5. What days and times are you available for an interview? Journalists often work on multiple stories with various deadlines at once. If you are scheduling an interview for someone other than yourself, determine a journalist’s availability before hanging up the phone.
6. What is the best method (phone, email, Twitter, etc.) for getting back in touch? If you are not conducting the interview, chances are you need to determine when your spokesperson is available. Once you do, you will need to get back in touch with the journalist quickly to confirm the details of the interview, and you cannot afford for your message to be missed.
Also, no matter who is conducting the interview, once the interview is completed, follow up with the journalist to determine if they require any additional information or a follow up interview.
Need help launching a publicity and media relations campaign? Contact me at Kayleigh (at) sweeneypr (dot) com.
Online Media: Just as Powerful as National Print/Broadcast Coverage
Let’s be honest, when most people think of successful consumer publicity, monthly glossies like Real Simple and Good Housekeeping are at the top of the wish list. However, securing coverage with the right online media sites can make just as big of impact for your brand and/or product and help support organic search engine optimization.
At a time when the number and size of traditional print consumer magazines is shrinking and competition for prime editorial coverage is fierce, the online magazine industry is growing and online publishers are learning to deliver content in a format familiar to magazine readers. In fact, a recent article in the New York Times highlights The Thriving (Online) Shelter Magazine Industry.
Following are important reasons your publicity and media relations campaign should include an online component:
1. Focused target audience. As the New York Times article identifies, many online publications are focused on one particular niche or topic. For example, an online shelter magazine is entirely dedicated to design while a national glossy like Good Housekeeping may only have five pages worth of home décor and care tips. There is more opportunity for your company or product to be featured in an online publication dedicated entirely to one subject. Also, the publication’s audience is already interested in the topic, otherwise they wouldn’t be on the site.
2. Coverage appears sooner. Typical lead-time for a national consumer print publication is about 6 months. That means even if you start pitching today, the earliest you will see coverage is November. Online magazines and news sites operate on a much shorter editorial cycle, providing an opportunity to secure quick media coverage.
3. Coverage lives on. Once an article is published online, it exists on the Internet indefinitely, while print pubs are often tossed or recycled after reading. Online media coverage has the longer shelf life, and, if it is positive, serves as a testimonial for your brand for consumers conducting online research for years to come.
4. Drive consumers directly to a website. Often online media include a link directly to a product or service website. This can make measuring online media simple. With Google Analytics properly set up, it is easy to track how much direct traffic a particular article resulted in, and whether any of that traffic converted to sales.
5. Enhances organic search engine optimization: If a well-known media site, especially one with a good Google page rank, includes a direct link to your site, it will help to increase your organic search engine optimization. Media sites are seen as more credible sources by search engines than your average site.
6. Reach mobile consumers. As we shared in our recent post on QR Codes, 1 in 2 Americans will have a smartphone by this Christmas. Online media is easily accessible to smartphone users through apps and mobile sites.
7. Gain feedback. Some online publications – those not developed in e-reader formats – provide readers with the capability to post in response to articles. Marketers can gain feedback about their company/products and even respond to consumer comments/concerns/questions.
8. Powerful reach. A common misconception is that online publications do not reach nearly as many readers as traditional media. Whether it is the online counterpart of print media or an online-only publication, these sites reach large numbers of unique monthly visitors. Find the site’s online media kit or use free tools like compete.com or quantcast.com to identify an outlet’s monthly visitors.
9. Real-time sharing. If a reader thinks your product or story is useful or compelling, they can share a link to your story immediately. With print coverage, pass-along readership has value, but often takes longer to occur. With online coverage, your message has the potential to spread faster and bypass geographic barriers.
Need help launching a traditional and online publicity and media relations campaign? Contact me at kayleigh (at) sweeneypr (dot) com.
You Don’t Need a New Product to Get Media Coverage: 6 Ways to Get Existing Products in the News
Media are always on the hunt for new products they know readers will love; and some will even refuse to cover anything other than brand new products from a strict “product review” perspective. But just because your company is not launching a new product this year is no excuse to not reach out to media and get your fair share of media coverage.
Following are six strategies to get coverage for your product, no matter how old or new it is.
1. Dial into a new or resurfacing trend. Do a bit of research and identify a hot trend consumer and media are already talking about. Find a way to tie your existing product into the story.
2. Take a seasonal approach. Do you notice a spike in sales or website traffic during a specific time of year? Pitch your product as a solution for a specific need during a holiday, special event or seasonal change. Not sure exactly where your product fits? Check out this detailed listing of daily, weekly and monthly holidays from national car care to grilled cheese month: http://www.brownielocks.com/
3. Use customer feedback to identify new uses for your product. Document customer testimonials and consider issuing a brief survey polling customers on their favorite way to use your product. Then, package the most unusual and ingenious uses into a pitch to educate media and readers about more ways they can put your product to work.
4. Share advice. Provide a list of tips and inside advice on a topic related to your brand or product, and ensure at least one tip offers your product as a solution. Have an all purpose cleaner? Provide tips for preventing and cleaning up the toughest household messes. The stranger and stickier, the better.
5. Align with a cause. If you have the budget to make a sizeable donation or produce specialty product packaging in support of a charitable cause, this is something you can promote to media. Otherwise, use your product as a means to bring attention to a cause you are passionate about. For example, a company that produces a yoga product can educate media on the health benefits of yoga and how easy it is for anyone to try.
6. Pose a challenge. Does your product always outperform a leading competitor, or does it just do something you have to see to believe? Get media excited by posing a challenge and offering them the chance to participate using your product – make sure you provide a product sample if they accept.
Need help securing media coverage for your company or products? Contact me at kayleigh at sweeneypr dot com or 440.333.0001 ext. 105.
12 Tips for Planning Trade Show Activities and Budgets
Exhibiting at key industry trade shows can be a very effective marketing strategy. However, trade shows require more than just a booth and booth space. Following are 12 considerations when planning and budgeting for trade shows.
1. Trade show strategy: It is key to develop a strategic plan that identifies pre-, at- and post-show marketing, measurable goals, positioning, messaging and budgets. Do you have staff internally who can mange this or do you need external support?
2. Management: Someone (either internally or externally) will need to manage and coordinate every aspect of the trade show strategy from making the exhibit space deposit to determining post-show booth storage.
3. Exhibit space: Exhibit space costs differ by show and of course by the amount of booth space you want. Also, check to see what else the booth space includes. For example, does it include carpeting and drayage?
4. Booth: Will you rent, purchase or build your own booth? Who will design the actual booth messaging and graphics? Also, plan for the details including booth and equipment shipping, drayage, graphics, signage, furniture (tables, chairs, counters, screens), literature racks, free-standing kiosks, lighting, audio-visual, computers and other technology on site, designated lead retrieval, floral arrangements, etc.
5. Manage set up: Determine the labor required to set up your booth. Will you need utilities, electric/compressed air/gas, carpet, cleaning services, water/plumbing, rigging, special effects or security?
6. Booth staffing: Which personnel will run your booth? Decide now and plan airfare, hotel, local transportation and budgets for food and other expenses early to secure the best rates.
7. Pre-show promotion: What per-show promotions will you do to increase foot traffic to your booth? If you conduct direct marketing, you’ll need to account for invitations, customer/prospect database and postage. Do you plan to conduct pre-show publicity, or advertising?
8. Show/booth promotion: How will you generate excitement and activity at your booth? Booth giveaways, demonstrations, a hospitality suite/booth, literature, show sponsorships, interactive video?
9. Special events and speaking engagements: Most trade shows put out a call for speakers or presentation months in advance. Review the opportunities available; if you have an interesting expert or a great case study to share, consider applying to speak. Also, trade shows typically offer sponsorships that might range from being a show sponsor to sponsoring recycling bins or water coolers. Or, do you plan to conduct booth demonstrations, press conferences or presentations at your booth?
10. Deconstruction and storage: Account for booth deconstruction, drayage, shipping and booth storage.
11. Post-show promotion. How do you plan to conduct follow up with existing customers, prospects and media who expressed interest during the show? Will you use telemarketing, email marketing or direct mail to encourage sales?
12. ROI analysis. Document your results and compare against your strategic plan. Did you meet your goals? What results did the show yield? Was the cost worth the investment?
Need help planning for your next trade show? Contact kayleigh (at) sweeneypr (dot) com or 440.333.001 ext. 105 to get started.
5 Questions You Should Never Ask a Journalist
Every relationship with a journalist is unique and specific to his or her preferences. However, no matter the situation, there are certain questions you should NEVER ask media. But that does not mean you can’t get your message across. It is all about learning how to say it better.
1. Did you get my news release?
Aside from the fact that this question does nothing but waste media’s time, it could turn out even worse when you get only a simple yes or no response. Just because a journalist confirms he or she received your news release there is no guarantee he or she will cover your story.
Instead try: We recently sent you a news release announcing [XYZ company did something newsworthy] and wanted to see if this type of news is of interest to your publication. This does two things: It provides an opportunity to confirm the journalist received your news and gives you a chance to find out if the journalist is interested in pursuing the story.
2. Since you will not cover my story can I speak with your editor or another journalist?
Even if you have an interesting and excellent story to share, the changing nature of the media business makes it difficult to reach the correct contact 100 percent of the time. If you feel your story is important or has another angle, do not give up, but don’t be rude to the person you first made contact with.
Instead try: Thank you for your feedback. Do you know of anyone else at your publication/station who might have an interest in this story? Not only does this establish you as a resource for future communications, but when you contact the new journalist, you can open with a referral from one of their co-workers.
3. Will you write a feature article about my product/service/company? When?
Unless you are launching the next generation iPhone, a journalist needs a relevant and timely context for your company’s story.
Instead try: We noticed several recent articles in your publication focusing on XYZ trend. Our company president can offer excellent insight as to how that trend is affecting the market and how specifically our company is reacting. Would you be interested in setting up an interview to learn more? This lets journalist know you are familiar with what they write, understand what is important to their readers and your company can add something new to the story. Once the interview is scheduled, it is your spokesperson’s job to communicate a compelling story about the company.
4. Can I review that article before it goes to print?
Some media will offer the opportunity to review articles or quotes for accuracy. If you get the chance, always take it and offer feedback only on content/accuracy – not the journalist’s writing style. However, keep in mind that media coverage is not the same as a paid ad and no one has the right to ask to review and correct a journalist’s work before it is published except the editor.
Instead: Prepare your message in advance and ensure accuracy. If it is a phone interview, develop talking points and keep them in front of you during the interview. For simple news announcements, triple check news releases and pitch letters for accuracy before distributing to media.
5. Can I get a copy of the story you wrote?
It’s a reporter’s job to write the story, not mail it to you.
Instead try: We are very excited to see the article you wrote. Can you tell me what issue you anticipate it will appear in so we can pick up a few copies? Often when you approach the question this way, a reporter will offer to send you several copies of the magazine directly or introduce you to a circulation manager who can do the same.
Is Local or National Media Coverage Better?
I have a limited budget to conduct publicity and media relations for a new home design product my company is launching. Initially, the product will only be available at retail locations in certain states in the U.S. Is it more effective to focus my media relations efforts on national consumer magazines or local newspapers and regional magazines?
____________________________________________________________________
By Kayleigh Fitch, Guest Blogger
Ultimately, you will achieve the best results conducting publicity and media relations with both national and local media. But, if you are forced to choose, there are several things you should consider before making a decision:
What type of coverage do you want to see?
National consumer magazines are more likely to include minimal product coverage – a product photo and caption or brief description of your product and its primary benefit to readers. In addition, your product will be competing for the spotlight with five to ten similar products on the same page and potentially hundreds in the entire magazine.
Daily and weekly newspapers (with the exception of national papers like USA Today, Wall Street Journal and New York Times) are more likely to develop an accompanying story or feature fewer products in one article with a common theme.
What is your primary marketing goal?
If your goal is to create national brand awareness, national consumer magazines will have the greatest impact on a wider audience. While most daily and weekly newspapers and regional magazines only reach a general metropolitan area, and therefore build brand on a market-by-market basis.
By targeting local publications there is greater likelihood media coverage may also include information on where consumers can purchase your product locally, ultimately supporting sales goals and supporting sales in brick-and-mortar retail stores.
The trade-off, then, is between building strong brand recognition nationally and supporting sales efforts at the local level.
Do you want to drive retail or website traffic?
Finally, you should consider whether it is beneficial to drive consumers to your website or to local retail outlets to learn more about and possibly purchase your product. If consumers are likely to want to touch and feel your product before purchasing, using locally targeted publicity to drive consumers to brick-and-mortar locations will be most useful. On the flip side, a product that consumers can learn enough about without physically experiencing it can be very successful online, and national publicity will be the best resource to drive website traffic.
To initiate a national or targeted consumer publicity and media relations campaign, contact me at kayleigh at sweeneypr.com or 440.333.0001 ext. 105.
Publicity vs. Social Media
We are launching several new products this year and budgets remain tight (less than $10,000/product launch); will we get more bang for the buck with publicity or social media?
_____________________________________________________
By Jim Sweeney
Allow me to assert that the old adage – you get what you pay for – applies equally to publicity and social media. Regardless of what you may have heard about publicity being free and social media being even more free, it is all a lie perpetuated by people with small brains.
If your goal is to establish awareness of the new products and build brand – both corporate and product – then publicity is the more likely investment. If strategized and implemented properly, publicity will net media coverage (print, radio, TV, online) that reaches your target audiences, creates awareness, educates and generates interest. It may also drive audiences to your web site or Facebook page or even to the store, but good luck tracking that activity and connecting those dots.
If your goal is to generate interest or “buzz” and drive traffic to a microsite, website or online store, then social media is the more likely investment. If strategized and implemented properly, social media marketing will reach target audiences through tweets, blogs, forums, video sharing sites or podcasts that will drive audiences directly to a desired location to review and (hopefully) purchase product. It may also create awareness for your corporate and product brand, but good luck tracking this activity.
And by the way, we haven’t even talked about trade show marketing, advertising, direct marketing, special events, guerilla marketing, etc. There is a time and place for everything (ideally integrated as part of a multichannel campaign). The key in making your choice about the ideal strategy is understanding your goals in the context of each product launch.
Launching a new product and need a marketing and public relations plan? Contact me at jim at sweeneypr.com or call me at 440.333.0001 ext. 101.
Publicity & Media Relations Support Organic SEO
Do publicity and media relations tactics like news releases and media coverage support organic search engine optimization?
__________________________________________________
By Jennifer Manocchio
Publicity and media relations do support organic search engine optimization. In fact, it is very beneficial for the public relations team to be working hand-in-hand with the search engine optimization team. This will help ensure keywords are being used throughout press materials and media interviews, and the publicity and media relations tactics being implemented support organic SEO to the best of their ability.
Below are a few tips on how to ensure your publicity and media relations efforts also benefit organic SEO.
News Releases: The first priority of a news release is to get the media’s interest and result in a news story. Therefore, a news release should be written for the media first. However, once you write a news release and distribute it to the media, revise the release for redistribution on the web. Ask the SEO team for keywords and optimize the news release with 1-3 of those keywords. Post the web release on free and paid distribution sites and on your web site’s media room. This increases the likelihood your news release will return on search engine results for those particular keywords.
Media Coverage: Media coverage not only builds brand, but can also help support organic SEO. Often, media will include a link to your web site in a story. This creates links to your site that are seen as more credible by search engines.
Also, frequent use of your keywords used throughout the media story can help the story appear on search engine results for those particular keywords. For this reason, it is beneficial to train your spokesperson to use your identified keywords during interviews. which increases exposure of the story to the right audiences.
Media Rooms: Because content and, more specifically, new content is king when it comes to organic SEO, continuing to update your media room will help support SEO. It will also provide the media with more relevant content and fodder for news stories.
Want to know more about how publicity and media relations can build brands and support SEO? Need help establishing your media room? Contact me at jennifer at sweeneypr.com or 910-772-1688.
Achieving the Media Attention You Deserve
Recently our company was instrumental in the building and construction of a new sustainable retailer. This new building received a lot of local and trade media coverage; however, our involvement is getting overlooked. Is it too late for us to get a piece of the pie? If not, how should we approach the media?
_____________________________________________________
By Jennifer Manocchio
While you might have missed some opportunities, it is not too late to get the media attention you deserve. Below are a few reactive and proactive steps you can take to ensure your company gets credit in the next media story.
1. Determine the Source: Read the stories already published by the media and see if you can determine where the communication breakdown is. Is the sustainable retailer’s spokesperson not mentioning your company? If you can identify the source and it is appropriate to contact this person, simple ask them to include your company in his or her talking points next time. It probably wasn’t intentional and was simply an oversight.
2. Contact the media who already wrote stories: Simply requesting the media contact make a correction to their story isn’t going to help your cause very much. Corrections tend to be small and overlooked. Rather, read each story that was published and determine a different angle to pitch or a follow up story for the same media contact. Since they already covered the story, you will know they consider it news. Your pitch just has to be compelling enough to get the media contact interested a second time.
3. Develop your own pitch: Be proactive and develop your own case studies, pitches, news releases, etc. and distribute to media who haven’t covered the story. Consider horizontal and vertical media. Simply because it is a retail story doesn’t mean other vertical media will not be interested.
Want to learn more about achieving quality media coverage, contact me at 910.772.1688 or jennifer at sweeneypr.com.
When To Announce a New Consumer Product
Is it acceptable to begin creating consumer awareness for a new consumer product before it is available at the retail level?
____________________________________________________
By Jennifer Manocchio
Some companies don’t want to put the cart before the horse, while others take advantage of the opportunity to create buzz prior to a product’s actual availability (think Apple iPhone). While not all products are as innovative as the iPhone nor do all companies have the luxury of iPhone budgets, there are clear benefits to conducting publicity and media relations– in addition to a wide range of complementary marketing strategies – prior to retail distribution (assuming of course that early disclosure will not create issues).
Reaching out to retailers, buyers, potential investors and consumers prior to a product’s official launch can help build awareness, interest and excitement. Both traditional media coverage and an online presence will help set the stage and get the conversation started, exposing market expectations and allowing for last minute adjustments if needed.
Hain Celestial and Martha Stewart, for example, used publicity in February of this year to announce their partnership to create a new line of products, Martha Stewart Clean . Eleven months later they announced the new cleaning products line will be available at Home Depot in January 2010. The news will have floated around the industry, the Internet and the media for a full year before the line is actually available at the retail level.
Of course, it is essential the early announcements are not made so soon in advance of a product’s launch that the media, retailers, buyers, consumers, etc. forget by the time the product is unveiled. And equally important, the information shared must be sufficient to generate and maintain interest over a given period of time.
Here’s the bottom line: if you have a good story to tell, and you are able and willing to effectively “share” with the marketplace prior to an official launch date, there can be distinct advantages.
To find out more about how to achieve national media coverage and leverage your publicity and social marketing efforts to increase retail distribution, contact Jennifer at sweeneypr.com or 910.772.1688.
Is Media Coverage Free?
By Jennifer Manocchio
Media coverage is “free” in terms of editorial placement in a newspaper, magazine, radio show, television news show or online. Since a journalist is writing about your product or service in editorial coverage, you do not pay for that placement.
If a media contact is asking you to pay for editorial placement, run as fast as possible from the opportunity. No credible media outlet asks to be compensated for editorial coverage. The editorial and advertising lines at some trade publications or small newspapers tends to be a bit blurred and some will use this approach to sell advertising. Again, walk away.
Also, avoid the trap that production studios often set. Typically you receive a call to get a product, service or company featured in a particular television program. They bait you saying your company or product will get exclusivity, and they need to know your interest ASAP because their producers are making decisions on products/services/companies over the next few days. What you typically find is these shows are aired on cable with no concrete number of people actually watching the show. AND they charge you! Run… don’t walk!
While editorial placement is “free”, the real answer to this question is achieving media coverage is typically not free. You still have to spend time and money generating awareness for your company and brand(s). Publicity and media relations are an investment and a process. They demand time and attention whether you manage that internally or hire an outside agency to support your efforts.
__________________________________________________
Have a marketing, public relations, social media or advertising question? Post your question below or email exeqnation at gmail dot com. We are committed to answering your marketing questions real time. And if we don’t know the answer, we’ll contact one of our valued partners who will.
Using Traditional Media Coverage To Increase Sales
In today’s digital environment, can the use of traditional publicity and media relations still be an effective strategy to increase sales?
By Jim Sweeney
Traditional publicity and media relations is a broad strategy that if properly targeted and effectively implemented can achieve – or at least support the achievement of – virtually any marketing/communications objective, including increasing sales.
To be sure, there are certainly more effective marketing, advertising and public relations strategies to directly impact sales. But the value of traditional publicity and media relations – to create awareness, build brand and establish credibility for a company, product or service – should never be underestimated.
Despite the growth of online media – both news and social – the vast majority of consumers in the U.S. continue to spend more time watching TV, listening to radio and reading newspapers and magazines than they do on the Internet.
In fact, the real difficulty in using traditional publicity and media relations to drive sales, is often the ability and/or willingness to measure the impact of the results – media coverage. Whether you are selling products nationwide at multiple retail locations or promoting your new restaurant in Wilmington, NC, it is extremely challenging (and usually cost-prohibitive) to track magazine, newspaper and broadcast coverage, then connect that coverage with sales (unless of course your product appears on Oprah).
Depending upon your desire and ability, you can apply some basic metrics:
1. You can easily document deliverables (e.g., media database, press materials, media calls, product sample distributions).
2. You can easily measure results (e.g., numbers of interviews, quantity and quality of coverage, consumer impressions).
3. You can even account for some corresponding “sales” activity (e.g.,direct links to your web site, spikes in web site and/or store traffic, incoming calls to a designated phone number).
Beyond this, your metrics and your measurement strategies must be a bit more sophisticated and costly. Still, making the hard connection between publicity and media relations is doable. Unfortunately it requires time and money that most marketers prefer to put back into the campaign.
Is it an effective strategy? You bet.
__________________________________________________
Have a marketing, public relations, social media or advertising question? Post your question below or email exeqnation at gmail dot com. We are committed to answering your marketing questions real time. And if we don’t know the answer, we’ll contact one of our valued partners who will.
Publicity & Media Relations Frustrations
Why are media not responding to my news release or pitch?
___________________________________________________
By Jennifer Manocchio
Just because media does not respond, that does not mean the media contacts are not interested in your message. In fact, there are numerous reasons why media may not respond to your news release, pitch, press kit, etc.
1. Too much to review; not enough time: Media receive hundreds of emails, phone calls, voicemails, envelops and faxes a day. It is impossible for media to respond to every single piece of communication they receive, whether they are interested or not. Otherwise, they would never get their stories completed on time.
2. Not a fit for their beat: Your news release or pitch may not be the best fit for their beat. While media database programs like Vocus, BurrellesLuce and Cision help identify beats, their contacts are not 100% accurate (in most cases they are only about 50% accurate). Also, in light of all the media layoffs and publication closings, reporters are taking on additional beats or new beats. The most effective way to ensure you have the best contact is to double-check the news outlets’ web site or simply call to confirm the contact.
3. Holding for future use: Media often hold onto news releases, media kits, pitches, etc. for future use. Perhaps the information might be a good fit for an industry round-up story. Or your story is “evergreen” and can wait. One way to reduce this from happening is to tie your story into current events, holidays, seasons, etc.
4. No additional information needed: This is a good scenario because it confirms all the important facts were included in your media communication. Also, reporters often do not have time to conduct interviews or chase down pertinent information, especially when they already have what they need.
5. Did not receive release, press kit or pitch: Spam filters are the biggest culprits. Be sure your email communication does not include spam words. Check http://workyourleads.net/archives/82 for a list of words that trigger spam filters. Other forms of communication like faxes and even snail mail can get lost in the sea of paper media receive.
6. Email subject line or headline wasn’t interesting: The media have very limited time and are typically on deadline. Therefore, they scan email subject lines and news release and pitch headlines to determine if they should read on. Be sure your email subject lines, news release and pitch headlines are short, catchy and relevant.
7. Not interested in your story: Sometimes you may have what you think is the best story, but the media contact is just not that interested for one reason or another. However, keep in mind that just because one media outlet is not interested, does not mean another reporter will not bite. Different media are interested in different stories at different times.
___________________________________________________
Have a marketing, public relations, social media or advertising question? Post your question below or email exeqnation at gmail dot com. We are committed to answering your marketing questions real time. And if we don’t know the answer, we’ll contact one of our valued partners who will.
