[Hidden-tech] Proof That Publicity is Underused

[Michael Billingsley]

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

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
>
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