How to Pierce the PR Veil to Get More Media Exposure
For all of its challenges PR is just one of the most exciting projects anyone in business can undertake.
The payoffs are enormous - although the downside is pretty steep.
With a few good techniques you can get tons of mileage out of one piece of really engaging news.
Here are a few ways how: Put the news up front.
Many of my colleagues like to wow editors with "sexy" lead-ins for press releases.
Me on the other hand - I like to leave most suspense for other parts of the release (the headline) and just give the news in the first sentence.
It saves the editor time and lowers the irritation factor associated with their stressful, fast-paced jobs.
Give a few pieces of advice.
Nothing screams "interview me" like a press release that has a few bullet points filled with great advice an editor's audience can use.
You can achieve god-like status in the eyes of an editor if you 1) know his or her audience and 2) give them advice that isn't recycled, old and boring.
How do you do that? Read, re-read and read again the publication you'd like to be published in - then blow the readers' doors off by giving them pieces of information they've never heard before.
I know, easier said than done - but you're the expert in your field so go for it! Show off.
Be sure to include a short yet powerful bio at the end of your release.
Some call this bio a boilerplate because it normally remains unchanged on every release you send out.
Since it's pretty much a consistent message to the media, be sure to include the one thing you want both the media and your audience to remember.
It's what marketing pro Jay Abraham would call your USP (Unique Selling Proposition).
What is it you do that your competition can't possibly offer? That's your USP.
Pump up the volume on that in the boilerplate.
Those are three quick ways I've learned to spice up my clients' press releases while getting some great results - TV coverage, 2000-word features and 30-second radio spots - all at no advertising cost.
[http://www.
integritywriting.
com/power_words]
The payoffs are enormous - although the downside is pretty steep.
With a few good techniques you can get tons of mileage out of one piece of really engaging news.
Here are a few ways how: Put the news up front.
Many of my colleagues like to wow editors with "sexy" lead-ins for press releases.
Me on the other hand - I like to leave most suspense for other parts of the release (the headline) and just give the news in the first sentence.
It saves the editor time and lowers the irritation factor associated with their stressful, fast-paced jobs.
Give a few pieces of advice.
Nothing screams "interview me" like a press release that has a few bullet points filled with great advice an editor's audience can use.
You can achieve god-like status in the eyes of an editor if you 1) know his or her audience and 2) give them advice that isn't recycled, old and boring.
How do you do that? Read, re-read and read again the publication you'd like to be published in - then blow the readers' doors off by giving them pieces of information they've never heard before.
I know, easier said than done - but you're the expert in your field so go for it! Show off.
Be sure to include a short yet powerful bio at the end of your release.
Some call this bio a boilerplate because it normally remains unchanged on every release you send out.
Since it's pretty much a consistent message to the media, be sure to include the one thing you want both the media and your audience to remember.
It's what marketing pro Jay Abraham would call your USP (Unique Selling Proposition).
What is it you do that your competition can't possibly offer? That's your USP.
Pump up the volume on that in the boilerplate.
Those are three quick ways I've learned to spice up my clients' press releases while getting some great results - TV coverage, 2000-word features and 30-second radio spots - all at no advertising cost.
[http://www.
integritywriting.
com/power_words]