So, How Many People Am I Going to Reach?

With all the new technology available to us through the Internet, including the ability to track Web site visitors from their referring page to our own Web sites and even tracing how long they spend on each page, it reminded me how the emphasis on numbers and tracking have muddied the marketing waters. […]

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How Do I Gauge My PR Campaign? Why The Internet Hasn’t Changed The Rules

The point is, we can talk about impressions and VPM and circulation all day long, and balance it against all these new technologies designed to deliver consumers to your Web site. However, none of it means anything relative to the consumer. We don’t always know exactly what takes the consumer from the point of being interested in you to the point of buying your product, book or service. However, we do know that process always includes the building of trust and that’s why the third-party verification provided by real honest-to-goodness media coverage will always trump all the analysis of impressions and numbers. […]

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When Doing PR, How Do You Get Past the Gatekeepers to Reach Your Consumers?

n order to get the positive response you desire, you have to provide quality content that’s meaningful to a publication’s audience. For example, press releases that focus on tips for their readers from your position as an expert not only help the journalist do their job better but it also positions you as a valued resource. […]

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Five More Tips for Attracting Print and Online Media

Last week we started a series of tips for attracting print and online media for your PR campaign, and we focused mainly on the basics. Today, we’ll get a little more in-depth with our tips, so grab a cup of coffee or some ginkgo biloba or whatever else it is you do to focus, because we’re starting the intermediate class, today! […]

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How to Give a Great Print Media Interview: Five Tips You Don’t Want to Miss

In TV and radio, interview times are pre-arranged. However, print and online journalists typically have daily and weekly deadlines. When they call you, they need you right then! In many cases, journalists will reach out to several experts on a news item and then choose the one who is the better interview or whoever responded quickest (or a combination of the two). The more reliably you respond, the more likely they will call on you again. […]

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How to Do the WORST Print Interview EVER! The Best Ways to Make a Reporter Think You’re a Fool

The bottom line is that no matter how unschooled you are in public relations, common sense is a good baseline to guide your forays into the media. And if you’re just not sure about the best conduct during a media interview, get a good PR person, or a good attorney. Or maybe both, just to be safe. […]

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Do-It-Yourself Public Relations: Secrets to Getting PR with a Little Know-How and Elbow Grease

If the circus is coming to town and you buy a billboard saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local paper picks it up, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. […]

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How Effective Are Your Press Releases in Getting You Press?

So, how are you supposed to communicate with the media? It comes down to using the right tool for the right job. Depending on your specific needs, there are ways of communicating with the press that will get their attention and have a better chance of resulting in news coverage of your company. […]

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Print Circulations Tank As Online Media Takes Over

People keep hearing about the decline of newspaper readership, but that’s a deceptive statistic, because newspaper Web sites are picking up more readers online than they are losing offline. It also underscores the power of print-based PR, because every time a print article is written about a company, a Web-based article is also born. […]

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As Ad Budgets Die…

People have always liked getting more for less. And, during a recession, retailers are known for pulling out all the stops. For example, one local car dealer is offering a 2-for-1 car special – buy one used car, and get one of equal or lesser value for free! […]

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Fitting Into the News: How to Get Positive Ink in Newspapers and Magazines

In the PR business, one thing to always remember is that the task of executing good campaigns for our clients isn’t nearly as challenging as the task of a newspaper or magazine editor.While PR professionals follow the news trends, editors have the responsibility of setting them. […]

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How to Develop a News Hook for Your News Release

In the 20+ years I’ve been in public relations, one of the most difficult elements of the game to teach clients is that the press is not a service organization whose sole purpose is to cover what PR people pitch them. Their business model is simple; they exist to inform and entertain their readers, so they can grow their subscriber base and sell advertising against those numbers.So, if you want to participate in the “press game” it is vital to recognize what wins the press loyal readers and increases their circulation…and then help them to do it! Step one is to get together a power-packed pitch. According to the Associated Press Stylebook the preferred term for a press release is not press release; it’s NEWS release. […]

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Magazine and News Articles Beat Ads in Book Marketing Power

The credibility of seeing something in print is so powerful, it’s become a cliché. Just one good article in a decent magazine can do more for the marketing destiny of your company or books, product or service than several back-to-back ad campaigns. […]

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4 Tips for Obtaining PR in Newspapers and Magazines

Every company would like to sell more units and increase profits…after all, that’s the nature of business! But if you want to sell, sell, sell, you need to first PR, PR, PR! Public relations is a cost-effective way to give you company, product or service the national or local media attention that it deserves. One of the most popular PR mediums is print. The biggest misconception is that a simple press release will get you guaranteed exposure in print. The problem is that if the publication has no interest in your subject, then you are out of luck! […]

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