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Think Like a Reader, Viewer, or Listener to Get Great Publicity
About a year ago I read a feature story in the Wall Street Journal. It was about a new trend -- baby showers that were being thrown for grandmothers.
The article was terrific -- newsy, entertaining and informative. It was subsequently featured as a reprint in my local newspaper, and I'm sure in many other newspapers.
I remember thinking (of course, being in the publicity business, this is the kind of stuff I think about) that this was a prime example of the quality of stories in the Wall Street Journal, and a major reason for the popularity of this newspaper.
As a long-time reader of the Wall Street Journal (I was required to subscribe to it in college as a Finance Major), I am very familiar with the publication. And it allows me to pitch stories better, because I know the types of stories that are covered.
When clients tell me they want to be on Oprah, I ask them, "Have you watched Oprah lately?" Nine out of 10 say no.
My point is this: If you really want to have a great chance at getting coverage in a specific media outlet, you should be really familiar with that outlet. As the reader, or listener, or viewer, you are in a unique position to understand what you like and don't like. And the media people will respect the fact that you are pitching them a story that their audience will be interested in.
Copyright 2005 Margie Fisher All Rights Reserved
Margie Fisher is President of Margie Fisher Public Relations. She is also the author of the Do-It-Yourself Public Relations Kit?. To sign up for her free biweekly PRactical P.R. newsletter, and to see more free articles, visit http://www.margiefisher.com
Why Managers Need the PR Advantage
Where is there a business, non-profit or association manager who does not need all the help he or she can find in achieving their managerial objectives?Help like altering individual perception leading to changed behaviors among their key outside audiences?Help in the form of positive actions affecting the behaviors of those important external audiences that most affect their operations. And the help afforded when the manager persuades those key outside folks to his or her way of thinking, then moves those people to take actions that let the department, group, division or subsidiary succeed?Of course they can use that kind of help.
The Best PR Has to Offer Managers
How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics.
Advertising Is Dead. Long Live PR
Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands.
Managers: Are You PR-Fit?
Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?Or, have you pretty much ignored the reality that target audience behaviors can help or hinder you in achieving your department, division or subsidiary's operating objectives?Truth is, your unit's public relations effort can never be truly fit until the primary focus of the PR people assigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Passing the PR Bar
The public relations bar, should such a proficiency measure ever come about, may well include a test of PR's fundamental premise: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.
How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them
How to write a press release that generates free publicity is a great skill to have.This analysis, of the seven deadly sins of how to write a press release and how to avoid them, contains press release sample writing and a how to write a press release sample.
Foolproof Publicity for Marketing-Minded Financial Planners
They'd hate to admit it, but the media is pretty predictable.There are some stories that will run in newspapers until the saints go marching in.
How to Write a Press Release
Why You Should Write Press Releases: A press release is another way of saying news release or an announcement. It's an easy and affordable way to get your message out to the public.
Networking: 17 Essential Strategies In The 21st Century
It is virtually impossible to succeed professionally and personally without developing a network of people. There is no career or business opportunity where you can be rewarded entirely for what you know and how well you know your work.
Publicity: Three Tips on Writing a Press Release
Use journalistic styleReporters are busy. Just like you.
Time to Spruce Up Your Public Relations?
Better check out the public relations fundamental premise, then take action in your own best interest.The premise reads this way: "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done.
Talk Radio Success
You do not have to hire a publicist or advertise through a booking service to promote your books on talk radio. My friend Stephen Schochet and I have been scheduling our own radio appearances for several years.
Marketing-Minded Financial Planners, Its Not Who You Know But What You Know
Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:"Who do you know in the media? (Or, sometimes they frame it as, "Who do I need to know in the media?") Can you get me publicity?"My answer is always the same.
Get Outsiders on Your Side
Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.
Can Media Coverage Build An Online Business? You Bet It Can!
As someone with expertise in media relations, I've been asked if media coverage and publicity can build an online business. The real question is whether what happens offline really matters online.
Public Relations Strategies: Announcing News on a Press Tour
Gaining news coverage on a successful press tour requires planning, preparation, and follow up.Under the right circumstances, physically traveling to the media on a press tour is a great way to contact multiple media outlets.
Forget The Story Youre Promoting - Heres What Journalists Really Want From PR People
Although it seems less common these days, there are still a fair number of us public relations practitioners who enter the business by crossing over from the journalist's side of the notebook.When you make that transition, you become something of an oracle.
Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the facts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.
Mind Your Own Business!
And the best way to mind your own business is to insure that those audiences whose behaviors have the greatest effect on your enterprise keep thinking about you in the most positive way. Reason is, bad behaviors often follow bad perceptions, so what your external audiences think about you can mean success or failure.
HELP: I Need a Press Kit!
A press kit is an essential press relations tool. While it can be used to support a special event or promotional activity, it is most helpful in strategically positioning an organization or product.
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