[Hidden-tech] Proof That Publicity is Underused

[Shel Horowitz]

Good points, Michael. One other way you can increase the chances of 
having the release used is to get a professional in to write the 
copy. Old-style dullsville press releases get thrown away a lot these 
days, and even when they get used, they make little impact on the 
readers.

I've made it kind of a personal quest to show the world much more 
interesting models for writing press releases...so instead of 
something like "Electronic Privacy Expert Releases New Book" (Ugh! 
BORING), digging deep enough to come up with "It's 10 O'Clock. Do You 
Know Where Your Credit History Is?"

In other words, bringing in some one like Marcia or myself to rework 
(or write form scratch) a press release can make a big different in 
how that press release drives good things to you.

>    ** Be sure to fill out the survey/skills inventory in the member's area.
>    ** If you did, we all thank you.
>
>
>An excellent point, Marcia.
>
>Another often overlooked aspect of news releases is that... 
>especially in secondary regional and print markets...  if you 
>accompany your news release with an attractive image, or better yet 
>several sizes of the same image (one at 72 dpi, one at 300 or 360 
>dpi) so the copy editor doesn't have to re-size the image or exert 
>any effort whatever, the likelihood your press release will be used 
>for print or Internet exposure shoots up tremendously.
>
>While copy editors and Tech news writers and section chiefs are 
>supposed to generate significant copy, they rely on press releases 
>as one source of filler.  The press releases they frequently see are 
>too often dull, or are constantly-repeated rehashes of the same 
>stuff over-and-over.  When they get a well-written press release 
>(especially one accompanied by an professional or at least a 
>good-to-look-at photo) it is often a life-saver.   Phew... another 
>6-column-inch equivalent they don't have to sweat over.  I've seen 
>it.
>
>If you Hidden-Techer's don't know how to write press releases, look 
>for one-off workshops on how to do so at your local community 
>college or town adult ed.   They're worth every penny... and 
>sometimes they're free.  While those of us with training in 
>journalism learned how to do it long ago (and can think in 30-second 
>and 60-second word chunks, to write public service announcement 
>scripts and radio/tv ad copy as well) most people need coaching or 
>at least a how-to on getting the minimum text needed, and the kind 
>of wording expected.
>
>Or try looking up guides on-line using "How to write a press 
>release" (in quotes) as your Google search.   You won't regret it if 
>you don't know how.
>
>Thanks Marcia.
>
>Michael Billingsley
>Straight Arrow Recordings
>Location Recording - CD Mastering - Innovative Audio Solutions
>Brattleboro, Vermont  802-254-2504 
> <http://www.cafepress.com/straightarrow>http://www.cafepress.com/straightarrow
>
>On May 23, 2009, at 10:36 AM, Marcia Yudkin wrote:
>
>>    ** Be sure to fill out the survey/skills inventory in the member's area.
>>    ** If you did, we all thank you.
>>
>>
>>
>>Dear Hidden Techers,
>>
>>Imagine that you were given the exact same product to market along 
>>with dozens of other people, many of them highly experienced 
>>marketers.  Most of you would assume you wouldn't have a chance in 
>>hell of getting more attention than the others, and you might even 
>>give up before starting, for that reason.
>>
>>I was one of 73 marketers interviewed for Rob Toth's Future of 
>>Information Marketing audio series.  Each of the marketers 
>>interviewed has rights to sell the product.  As is usual for such 
>>projects, Rob provided all the participants with sales copy and 
>>other tools for selling the product.
>>
>>It appears that I'm the only one who issued a press release for the 
>>product.  If you look up "Future of Information Marketing" in 
>>Google News today, my release is the only one for the product.
>>
>>Even more surprising, if you look up simply "information marketing" 
>>in Google News today, there is hardly any other publicity on the 
>>topic of information marketing showing up.
>>
>>The News section of Google is where many reporters go to find 
>>recent material on various topics.  Showing up there puts one in 
>>the running for media coverage as well as direct traffic from 
>>potential customers.
>>
>>Google News tends to keep entries alive for about a month.  Now 
>>imagine how many marketers are selling material about information 
>>marketing.  This search result shows that the overwhelming majority 
>>of them are not using publicity as a marketing tool.  Amazing!
>>
>>Tell your clients (and act on this for your own benefit, too) that 
>>sending press releases is an easy, inexpensive way to get the jump 
>>on the competition.
>>
>>Marcia Yudkin
>>Information Marketer and Publicity Mentor
>><http://www.yudkin.com/publicityideas.htm>http://www.yudkin.com/publicityideas.htm
>>
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>>
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