How Can an Effective PR Campaign Sell Your Products

Effective Public Relations has never been more in need, small businesses and big businesses alike are continually feeling the pinch in today's economic climate. With cutbacks and redundancies happening regularly across the board, clever PR tactics are needed in place of expensive advertising campaigns. Advertising is in principal, a method of 'paying to blow your own trumpet' whereas Public Relations is a process of receiving a third party endorsement for your product. In other words, Public Relations is used to build rapport with customers, employees, voters, investors or the general public.

Definition of Public relations.

At the most basic level, public relations (PR) simply means managing relations with one's public(s). A "public" is any group of people who are important to the well-being of a person, group, organisation or business. For example, a company's publics might include customers, employees, investors, and local businesses and communities. On the other hand a non-profit organisation's publics might include members, donors, volunteers, and society at large.

Writing a press release

Writing an effective press release is the most important part of an effective PR campaign. In order to write an effective press release you need to first have a product to write about. Enthusiasm for said product is an important factor; if the person writing the article is not enthusiastic about the product this will come across to the reader and potentially lessen the effectiveness of the article. To begin with, a catchy headline is paramount; think about what makes the product stand out in comparison to similar products already in the market. Your headline is the first tool required in order to captivate your reader, if the title is clear and interesting then your reader will WANT to read on to find out more. Secondly, you will need a good introduction; this is key as it will outline the topic and intention of your article. Here you can use your enthusiasm about the product so that your reader can also feel the same energy. Thirdly, you will need the body of your article. This is where you will outline the topic in greater detail making sure basic questions the reader may have are carefully answered. You could maybe draw upon a personal experience to better convey your message. Finally, you will need a conclusion to your topic. This is a brief summary of your article and a call for the reader to take action. How do they find out more? Where can they buy/book? Once you have completed your press release ensure you proof read it and read it out loud and if necessary make any required edits. Once you are happy with the article you can then distribute it to your chosen media list.

Publicity stunts

A magician seeking publicity in the 1900's had himself strapped into a straitjacket and hung upside down off the roof of a building. Through word of mouth and promotion 50,000 people gathered and eagerly watched him escape and return to safety. The name of the magician was Harry Houdini. A century later, another magician seeking publicity had himself locked into a glass box and hung for 44 days from a spot located next to the Tower of London Bridge, his feat of endurance attracted huge crowds, and an estimated 10,000 people were there to see him come out. That magician was David Blaine. These two individuals from different times in history had one thing in common; they both used a publicity stunt to raise their public profile. Publicity stunts have been around as long as people have wanted attention. Richard Branson built his empire through various effective Publicity stunts. He broke a few records in his hot air balloon emblazoned with branded Virgin advertising. An effective publicity stunt carried out by your business will boost your public image and improve sales of your product.

Public Relations, advertising and marketing are in essence part of the same dance. All three appear to be selling something and all three overlap in some ways. The ultimate goal never the less is the same - all are designed to influence the perceptions, actions, and/or behaviours of a group of people.

There's a famous saying that illustrates these differences:
If the circus is coming to town and you paint a sign that says:
"circus coming to the fairground Saturday" that's advertising.
If you put the sign on the back of an elephant and walk him into tow, that's promotion.
If the elephant walks through the mayor's flowerbed, that's publicity.
If you can get the mayor to laugh about it, that's public relations.
And if you planned the elephants walk, that's marketing.

Effective press releases and publicity stunts can do wonders for a struggling business in this harsh economic climate. In order to improve sales and boost your public image your business will have to reach a wider audience. And the only way to do this is to be everywhere your potential clients are. You have to create an awareness of your product or service on a wider scale. This can only be done through effective Public Relations.

Effective Public Relations has never been more in need, small businesses and big businesses alike are continually feeling the pinch in today's economic climate. With cutbacks and redundancies happening regularly across the board, clever PR tactics are needed in place of expensive advertising campaigns. Advertising is in principal, a method of 'paying to blow your own trumpet' whereas Public Relations is a process of receiving a third party endorsement for your product. In other words, Public Relations is used to build rapport with customers, employees, voters, investors or the general public.

Definition of Public relations.

At the most basic level, public relations (PR) simply means managing relations with one's public(s). A "public" is any group of people who are important to the well-being of a person, group, organisation or business. For example, a company's publics might include customers, employees, investors, and local businesses and communities. On the other hand a non-profit organisation's publics might include members, donors, volunteers, and society at large.

Writing a press release

Writing an effective press release is the most important part of an effective PR campaign. In order to write an effective press release you need to first have a product to write about. Enthusiasm for said product is an important factor; if the person writing the article is not enthusiastic about the product this will come across to the reader and potentially lessen the effectiveness of the article. To begin with, a catchy headline is paramount; think about what makes the product stand out in comparison to similar products already in the market. Your headline is the first tool required in order to captivate your reader, if the title is clear and interesting then your reader will WANT to read on to find out more. Secondly, you will need a good introduction; this is key as it will outline the topic and intention of your article. Here you can use your enthusiasm about the product so that your reader can also feel the same energy. Thirdly, you will need the body of your article. This is where you will outline the topic in greater detail making sure basic questions the reader may have are carefully answered. You could maybe draw upon a personal experience to better convey your message. Finally, you will need a conclusion to your topic. This is a brief summary of your article and a call for the reader to take action. How do they find out more? Where can they buy/book? Once you have completed your press release ensure you proof read it and read it out loud and if necessary make any required edits. Once you are happy with the article you can then distribute it to your chosen media list.

Publicity stunts

A magician seeking publicity in the 1900's had himself strapped into a straitjacket and hung upside down off the roof of a building. Through word of mouth and promotion 50,000 people gathered and eagerly watched him escape and return to safety. The name of the magician was Harry Houdini. A century later, another magician seeking publicity had himself locked into a glass box and hung for 44 days from a spot located next to the Tower of London Bridge, his feat of endurance attracted huge crowds, and an estimated 10,000 people were there to see him come out. That magician was David Blaine. These two individuals from different times in history had one thing in common; they both used a publicity stunt to raise their public profile. Publicity stunts have been around as long as people have wanted attention. Richard Branson built his empire through various effective Publicity stunts. He broke a few records in his hot air balloon emblazoned with branded Virgin advertising. An effective publicity stunt carried out by your business will boost your public image and improve sales of your product.

Public Relations, advertising and marketing are in essence part of the same dance. All three appear to be selling something and all three overlap in some ways. The ultimate goal never the less is the same - all are designed to influence the perceptions, actions, and/or behaviours of a group of people.

There's a famous saying that illustrates these differences:
If the circus is coming to town and you paint a sign that says:
"circus coming to the fairground Saturday" that's advertising.
If you put the sign on the back of an elephant and walk him into tow, that's promotion.
If the elephant walks through the mayor's flowerbed, that's publicity.
If you can get the mayor to laugh about it, that's public relations.
And if you planned the elephants walk, that's marketing.

Effective press releases and publicity stunts can do wonders for a struggling business in this harsh economic climate. In order to improve sales and boost your public image your business will have to reach a wider audience. And the only way to do this is to be everywhere your potential clients are. You have to create an awareness of your product or service on a wider scale. This can only be done through effective Public Relations.

How a Special Event Introduced Me to My Grandfather

One sparkling summer afternoon the Navy League of Boston held an outdoor cookout at Coast Guard Station Gloucester, Massachusetts. I attended with a (male) friend in the Navy, and prepared (as a civilian woman) to be either ignored or bored by endless "shop talk."

Instead, for some reason, when I filled out my name tag, this time I decided to include my middle name. The head of the Navy League took one look at the name "Hurd," gasped, and said, "Are you related to Jack Hurd?" "Yes, I replied, he was my grandfather."

That was a game changer. It felt like the heavens had opened up the way this man responded, and I suddenly became the belle of the ball. Everyone wanted to meet me and tell me a story about my grandfather, and I found myself "meeting" a side of him I knew nothing about. I still choke up!

I learned that my grandfather, Commander John Coolidge Hurd, USNR, had been very active with the Navy League after he retired from the service to be with his family. I learned that he was unwaveringly generous to Navy families, to veterans, to young officers and recruits. I learned that Navy folks were at his home "all the time," and that he and my grandmother hosted cookouts for Navy families. I heard story after story about how loved, respected, kind, charming, and witty my grandfather was.

All of this from a special event. How else would I have learned what I did? I have no idea.

Yes, I had known my grandfather when I was growing up, but not well. He died when I was a teenager, but because my mother, his daughter, had a difficult relationship with him, I never, ever knew about his Navy activities. I never attended a cookout to see him in action, or go to a Navy League event, or meet men he had served with. Except for the photographs in his study of the men he commanded, I never knew my Navy commander grandfather.

What a loss for me as a kid, but what a gift to hear these stories years later. Eventually, I was able to retrieve my grandfather's service records and learn even more.

Lessons learned?

I have no memory of which businesses and organizations supported this event along with the Navy League, but I would thank them if I could. Imagine knowing that an event you supported was responsible for giving someone such a precious gift.

We also need to talk to veterans, hear their stories, and write them down. (I wish I had!) Again, what role can you or your business play in this work?

Finally, we need to nurture the relationships between grandparents and grandchildren, between those two generations. I had no idea what I was missing out on.

Supporting good work in the world comes back to you - it just does.

Which community events are you supporting this year?

One sparkling summer afternoon the Navy League of Boston held an outdoor cookout at Coast Guard Station Gloucester, Massachusetts. I attended with a (male) friend in the Navy, and prepared (as a civilian woman) to be either ignored or bored by endless "shop talk."

Instead, for some reason, when I filled out my name tag, this time I decided to include my middle name. The head of the Navy League took one look at the name "Hurd," gasped, and said, "Are you related to Jack Hurd?" "Yes, I replied, he was my grandfather."

That was a game changer. It felt like the heavens had opened up the way this man responded, and I suddenly became the belle of the ball. Everyone wanted to meet me and tell me a story about my grandfather, and I found myself "meeting" a side of him I knew nothing about. I still choke up!

I learned that my grandfather, Commander John Coolidge Hurd, USNR, had been very active with the Navy League after he retired from the service to be with his family. I learned that he was unwaveringly generous to Navy families, to veterans, to young officers and recruits. I learned that Navy folks were at his home "all the time," and that he and my grandmother hosted cookouts for Navy families. I heard story after story about how loved, respected, kind, charming, and witty my grandfather was.

All of this from a special event. How else would I have learned what I did? I have no idea.

Yes, I had known my grandfather when I was growing up, but not well. He died when I was a teenager, but because my mother, his daughter, had a difficult relationship with him, I never, ever knew about his Navy activities. I never attended a cookout to see him in action, or go to a Navy League event, or meet men he had served with. Except for the photographs in his study of the men he commanded, I never knew my Navy commander grandfather.

What a loss for me as a kid, but what a gift to hear these stories years later. Eventually, I was able to retrieve my grandfather's service records and learn even more.

Lessons learned?

I have no memory of which businesses and organizations supported this event along with the Navy League, but I would thank them if I could. Imagine knowing that an event you supported was responsible for giving someone such a precious gift.

We also need to talk to veterans, hear their stories, and write them down. (I wish I had!) Again, what role can you or your business play in this work?

Finally, we need to nurture the relationships between grandparents and grandchildren, between those two generations. I had no idea what I was missing out on.

Supporting good work in the world comes back to you - it just does.

Which community events are you supporting this year?

Going Away for the Holidays The Media Won't

Having just gotten through Labor Day, I'm reminded that we'll soon be closing in on the BIG holiday season. It's a time when many businesses are closed for several days and business slows to a crawl in most of the country from Thanksgiving right on through New Year's Day.

However, there is one industry that doesn't close down. It's the media and here are some statistics to back that up:

• Number of newspapers who publish on Thanksgiving Day - 100 percent
• Number of radio shows airing on Christmas Day - 100 percent
• Number of TV networks broadcasting on New Year's Day - 100 percent

Okay, maybe I'm being just a little facetious, but I think you get my point. The media doesn't shut down during the holidays. The newspaper still arrives at your door every morning and when you turn on the radio or TV, you'll find all the same shows are on the air. Admittedly, the holiday staff are the people who drew the short straws - but there they are on the air, behind the scenes, writing stories and generating the news we consume daily, without fail, even during our most cherished holidays.

My point? Where the holidays may be a time when you think it's okay to be less proactive with your marketing, it's not a good time to slack off with the media. In fact, with so many people being home for the holidays, it's the perfect time to be on the air and in the news. And, for that reason, now is a critical time to ramp up for a big media push.

You see, the media people who are planning to take off during the holidays are still responsible for generating content while they are gone. Now, for radio that often means compiling "best of" shows that can air in place of regularly scheduled shows, or it's simply seeing who at the station draws the short straw to guest host a show over the holidays. Competition is even tighter for TV so many TV hosts actually stick around through the holidays. All in all, the battle for advertising dollars is so fierce that some shows just stay on the air, business as usual.

The key difference is with print and online news outlets, both short and long leads. They typically take the next few months to plan and prepare that content so it can fill space when they are off enjoying themselves. These folks don't have to sit in front of a mike or stand in front of a camera, so they can have their pieces sitting in the hopper to run, while they are off making merry.

So if you have a PR campaign in progress, now is the time for the full court press to make the most of the fresh broadcast airtime available before the holidays, and more importantly, to push your print efforts while those guys are planning their holiday copy needs.

And, if you don't have a current campaign, it's the perfect time to start. Just know that no one would ever call you a Scrooge if you decided to keep your PR campaign on the job right on through New Year's. It's just smart business.

Having just gotten through Labor Day, I'm reminded that we'll soon be closing in on the BIG holiday season. It's a time when many businesses are closed for several days and business slows to a crawl in most of the country from Thanksgiving right on through New Year's Day.

However, there is one industry that doesn't close down. It's the media and here are some statistics to back that up:

• Number of newspapers who publish on Thanksgiving Day - 100 percent
• Number of radio shows airing on Christmas Day - 100 percent
• Number of TV networks broadcasting on New Year's Day - 100 percent

Okay, maybe I'm being just a little facetious, but I think you get my point. The media doesn't shut down during the holidays. The newspaper still arrives at your door every morning and when you turn on the radio or TV, you'll find all the same shows are on the air. Admittedly, the holiday staff are the people who drew the short straws - but there they are on the air, behind the scenes, writing stories and generating the news we consume daily, without fail, even during our most cherished holidays.

My point? Where the holidays may be a time when you think it's okay to be less proactive with your marketing, it's not a good time to slack off with the media. In fact, with so many people being home for the holidays, it's the perfect time to be on the air and in the news. And, for that reason, now is a critical time to ramp up for a big media push.

You see, the media people who are planning to take off during the holidays are still responsible for generating content while they are gone. Now, for radio that often means compiling "best of" shows that can air in place of regularly scheduled shows, or it's simply seeing who at the station draws the short straw to guest host a show over the holidays. Competition is even tighter for TV so many TV hosts actually stick around through the holidays. All in all, the battle for advertising dollars is so fierce that some shows just stay on the air, business as usual.

The key difference is with print and online news outlets, both short and long leads. They typically take the next few months to plan and prepare that content so it can fill space when they are off enjoying themselves. These folks don't have to sit in front of a mike or stand in front of a camera, so they can have their pieces sitting in the hopper to run, while they are off making merry.

So if you have a PR campaign in progress, now is the time for the full court press to make the most of the fresh broadcast airtime available before the holidays, and more importantly, to push your print efforts while those guys are planning their holiday copy needs.

And, if you don't have a current campaign, it's the perfect time to start. Just know that no one would ever call you a Scrooge if you decided to keep your PR campaign on the job right on through New Year's. It's just smart business.

Dealing With Online Critics

Last Christmas a group of office workers gathered at a city hotel to celebrate the year's end. The meal was a disaster as slow, surly staff made mistakes and delivered poorly cooked food.

Within an hour of the workers returning from lunch, negative reviews of the hotel started appearing on the Eatability and Urbanspoon websites. By the time Christmas Day rolled around, the reputation of the establishment was thoroughly trashed.

The rise of online review sites along with social media services like Facebook challenges many businesses, particularly those in the hospitality industry as caf?? owners, restaurateurs and hotel managers struggle with unfavourable comments about their establishments.

Customers now research on the web before deciding to dine out or make a purchase, so online reviews can make or break an establishment. How does a business make sure their online reputation is safe?

Pay attention
The most important part is to pay attention to what people are saying about your business.

Big corporations will have their own social media staff and community managers to handle much of this, Telstra last week announced their online team will now be on the web 24/7.

Larger organisations will also subscribe to online monitoring services like BuzzNumbers and PeopleBrowsr to report what's being said about them.

For smaller businesses it falls on the owner and staff to keep an eye on the popular review sites and to monitor the business' Facebook page for negative comments.

Engage the critics
No matter how good your business is, you will get the odd unhappy customer. When that happens you need to contact them, preferably through the same public forum they have complained about you.

Once you've established contact, take the discussion offline onto email, phone or even face to face meetings. If the resolution is positive, try to publicise the result in the original channel the complaint was made.

Fix the problem
Despite many in the hotel industry believing that most online complaints are deliberate campaigns against them, regular complaints are usually legitimate and indicate an underlying systemic problem in the business.

If customers are complaining about service, you need to let your staff know customers are talking about them. Should there be regular criticisms of your food, then you need to talk to your kitchen staff or suppliers.

Don't get defensive
Complaints happen. Even the best business in the world has a bad day or encounters a customer who woke up on the wrong side of bed.

If you think the criticism is unfair or even defamatory, don't get angry and certainly do not make threats as you'll only inflame the situation more.

Should the customer turn out to be unreasonable, at least by having publicly engaged them you'll have shown the public you're calm, professional and trustworthy.

Don't Lie
The web is as great at exposing falsehoods as it is at spreading them. If you're clearly not telling the truth, you'll make your critics angrier and more determined to damage your reputation.

A common way many businesses cheat online is with false reviews. Despite industry claims that organised damaging comments are widespread, the reality is the opposite as many hoteliers and restaurateurs frequently post clumsy and obviously fake glowing reviews of their establishments. It's a bad look and the establishment often ends up looking foolish.

Get your website right
Many businesses, particularly in hospitality, have lousy websites or a site that has no Search Engine Optimisation (SEO) so when someone searches for a hotel or restaurant their page comes up way below those for review sites or critical blog posts.

Regularly review how your site is doing and talk to your web designer or SEO consultant on making sure it's coming up well when customers search for your type of business.

It's important not to overlook local search services so ensure your business has been listed on Google Places and has a Facebook Local Business Page otherwise local searches will go to the online review sites or your competitors.

Ultimately, the best way to deal with negative online reviews is to minimise them by running a good business. The biggest effect the web is having on business is that it is making us accountable to our customers.

As big corporations are finding, the days of covering up poor goods and indifferent customer service with marketing is over - if your product doesn't match the promise you make to your customers they will tell the world.

Last Christmas a group of office workers gathered at a city hotel to celebrate the year's end. The meal was a disaster as slow, surly staff made mistakes and delivered poorly cooked food.

Within an hour of the workers returning from lunch, negative reviews of the hotel started appearing on the Eatability and Urbanspoon websites. By the time Christmas Day rolled around, the reputation of the establishment was thoroughly trashed.

The rise of online review sites along with social media services like Facebook challenges many businesses, particularly those in the hospitality industry as caf?? owners, restaurateurs and hotel managers struggle with unfavourable comments about their establishments.

Customers now research on the web before deciding to dine out or make a purchase, so online reviews can make or break an establishment. How does a business make sure their online reputation is safe?

Pay attention
The most important part is to pay attention to what people are saying about your business.

Big corporations will have their own social media staff and community managers to handle much of this, Telstra last week announced their online team will now be on the web 24/7.

Larger organisations will also subscribe to online monitoring services like BuzzNumbers and PeopleBrowsr to report what's being said about them.

For smaller businesses it falls on the owner and staff to keep an eye on the popular review sites and to monitor the business' Facebook page for negative comments.

Engage the critics
No matter how good your business is, you will get the odd unhappy customer. When that happens you need to contact them, preferably through the same public forum they have complained about you.

Once you've established contact, take the discussion offline onto email, phone or even face to face meetings. If the resolution is positive, try to publicise the result in the original channel the complaint was made.

Fix the problem
Despite many in the hotel industry believing that most online complaints are deliberate campaigns against them, regular complaints are usually legitimate and indicate an underlying systemic problem in the business.

If customers are complaining about service, you need to let your staff know customers are talking about them. Should there be regular criticisms of your food, then you need to talk to your kitchen staff or suppliers.

Don't get defensive
Complaints happen. Even the best business in the world has a bad day or encounters a customer who woke up on the wrong side of bed.

If you think the criticism is unfair or even defamatory, don't get angry and certainly do not make threats as you'll only inflame the situation more.

Should the customer turn out to be unreasonable, at least by having publicly engaged them you'll have shown the public you're calm, professional and trustworthy.

Don't Lie
The web is as great at exposing falsehoods as it is at spreading them. If you're clearly not telling the truth, you'll make your critics angrier and more determined to damage your reputation.

A common way many businesses cheat online is with false reviews. Despite industry claims that organised damaging comments are widespread, the reality is the opposite as many hoteliers and restaurateurs frequently post clumsy and obviously fake glowing reviews of their establishments. It's a bad look and the establishment often ends up looking foolish.

Get your website right
Many businesses, particularly in hospitality, have lousy websites or a site that has no Search Engine Optimisation (SEO) so when someone searches for a hotel or restaurant their page comes up way below those for review sites or critical blog posts.

Regularly review how your site is doing and talk to your web designer or SEO consultant on making sure it's coming up well when customers search for your type of business.

It's important not to overlook local search services so ensure your business has been listed on Google Places and has a Facebook Local Business Page otherwise local searches will go to the online review sites or your competitors.

Ultimately, the best way to deal with negative online reviews is to minimise them by running a good business. The biggest effect the web is having on business is that it is making us accountable to our customers.

As big corporations are finding, the days of covering up poor goods and indifferent customer service with marketing is over - if your product doesn't match the promise you make to your customers they will tell the world.

7 Ways to Write Precision Messages That Get Publicity

• Precision Messages are on point, on target and on time -- all things the media loves!
• Precision messages are sound bites that you can remember easily, that your customers repeat and the media loves sharing, so tighten your language and get heard.
• Precision messages pitch your ideas in a powerful way whether writing press releases, giving speeches or talking to customers.

To do this be: precise, specific, repeatable and express an opinion that's original.

Precision Messages tighten language and reduce waffle.

In other words, don't drone on, don't use jargon and don't pad your message.

Precision messages are:

• Direct, pack a punch and enter the public arena when good.
• Delivered in an off-the-cuff way, but prepared tactically with targeted precision.

When you've got something to say and you need to be heard, cut through the hype and:

• Speak in short, sharp sound bites that you can remember
• Use language and metaphors your audience relates to
• Share a message the media repeats.

Remember: "If you can't tweet it - it's probably too long."

7 Steps To Preparing Precision Messages:

1. Practise what to say before opening your mouth.
2. Get to the point with examples and statistics eg 92% of press releases get binned.
3. Create metaphors and analogies that aid memorability eg Social media is like caffeine on steroids.
4. Use language that conveys a picture and illustrates your message eg "Newspapers are slow-running streams while Twitter's a raging river".
5. Express an opinion. Standing out from the crowd means others may disagree with you, so what? If you don't have something to say - or a different way of saying it - then what are you trying to achieve?
6. Think in slogans (or sound bites) that use repetition to reinforce messages: eg Buffet on investing: Be fearful when others are greedy and greedy when others are fearful.
7. Build comparisons between well-known figures eg David and Goliath, Shrek, Trump

Send press releases to media outlets that include at least one memorable sound bite that's so remarkable the journo or blogger's story won't be as good without it.

The art of the sound bite is in knowing your message so well it sounds natural, conversational and on-message. This only happens with practise so your message is comfortable on the ear and easy to repeat.

Keep in mind the old adage: "If it looks simple, it probably isn't." So, to make your message memorable, make sure it's usable by practising it on others first -- then refine, re-work and deliver.

Remember: Precision Messages Get Publicity.

• Precision Messages are on point, on target and on time -- all things the media loves!
• Precision messages are sound bites that you can remember easily, that your customers repeat and the media loves sharing, so tighten your language and get heard.
• Precision messages pitch your ideas in a powerful way whether writing press releases, giving speeches or talking to customers.

To do this be: precise, specific, repeatable and express an opinion that's original.

Precision Messages tighten language and reduce waffle.

In other words, don't drone on, don't use jargon and don't pad your message.

Precision messages are:

• Direct, pack a punch and enter the public arena when good.
• Delivered in an off-the-cuff way, but prepared tactically with targeted precision.

When you've got something to say and you need to be heard, cut through the hype and:

• Speak in short, sharp sound bites that you can remember
• Use language and metaphors your audience relates to
• Share a message the media repeats.

Remember: "If you can't tweet it - it's probably too long."

7 Steps To Preparing Precision Messages:

1. Practise what to say before opening your mouth.
2. Get to the point with examples and statistics eg 92% of press releases get binned.
3. Create metaphors and analogies that aid memorability eg Social media is like caffeine on steroids.
4. Use language that conveys a picture and illustrates your message eg "Newspapers are slow-running streams while Twitter's a raging river".
5. Express an opinion. Standing out from the crowd means others may disagree with you, so what? If you don't have something to say - or a different way of saying it - then what are you trying to achieve?
6. Think in slogans (or sound bites) that use repetition to reinforce messages: eg Buffet on investing: Be fearful when others are greedy and greedy when others are fearful.
7. Build comparisons between well-known figures eg David and Goliath, Shrek, Trump

Send press releases to media outlets that include at least one memorable sound bite that's so remarkable the journo or blogger's story won't be as good without it.

The art of the sound bite is in knowing your message so well it sounds natural, conversational and on-message. This only happens with practise so your message is comfortable on the ear and easy to repeat.

Keep in mind the old adage: "If it looks simple, it probably isn't." So, to make your message memorable, make sure it's usable by practising it on others first -- then refine, re-work and deliver.

Remember: Precision Messages Get Publicity.

35 Quick Tips for Writing A Press Release

1-2 pages in length.2. Double-space.3. 1.5 to 2 inch margins.4. Use company stationary with logo and slogan.5. Avoid bright or dark-colored paper.6. Center "News Release" at top.7. Place a "release date" under "News Release".8. On second page, type "page 2".9. Use company stationary with logo and slogan on page 2.10. Leave out "release after" date on second page, all else should be the same.11. At end of press release, type "-30-" or "# # #".12. Include both black & white, color, and a variety of font sizes (but no more than four).Format13. Inverted pyramid (biggest point or major message first).14. Straight to the point at the beginning.15. First and second paragraphs devoted to your main message.16. Secondary information comes AFTER main message.17. No pussyfooting around, be clear up front, at the very beginning.18. Don't go on and on.19. In the third section, establish a connection with you.20. Use a problem/solution format.21. Comparing and contrasting ideas can be inside the problem/solution format.22. Be careful of your facts, spelling and grammar23. Only one news release per e-mail or envelope.Information to Include24. Newsworthy information, not sales copy25. All the Who, What, When, Where, Why and How elements. Their order depends on level of importance.26. Enticing headline which summarize the material/news.27. Photos if available, or where they can be accessed in press section of your web site. No stock images.28. No cover letter.Distribution29. Don't send press release out in a mass e-mailing30. Don't pester contacts31. Editors will not distribute anything sloppy, difficult to read, or understand.32. Mail release by first class mail.33. Don't use any type of labels, including your return address.34. Add "PRESS RELEASE" and "Release Date:" on outside of envelope.35. Places to send press releases: writers@[magazines]; writers@[newspapers]; trade journals in your industry; print magazines on the topic; online agencies that distribute news releases.(c) Copyright 2004, Catherine Franz. All rights reserved.

3 Tips on Writing a Succesful Press Release

Acknowledging how to compose a press release affords you an advantage over other webmasters. A productive press release returns plenty interestingness in the media, to write about your business. That stands for enhanced visibility with possible clients. Whilst publicity might not lead immediately to enhanced sales it does lead to the enhanced chance of sales. Here are my top three tips on how to compose a press release.

1. Keep your plan of attack interesting. The aim of the headline is to lure the media to really read the press release. If you are able to tie your press release to current events this will do even better, to increase the odds of it being read.Emphasis the profits of your product or business, instead of the properties. If your Modern system operates 50% quicker than contending systems a reader might not be curious, but if you assure them they can achieve double in half the time that might energize their ears.Consider the press release from the viewpoint of the media and their subscribers, not from your viewpoint as to how promotion can benefit your business.

2. Compact all the crucial info in the first paragraph of the release. That might seem unreasonable, but occasionally only the 1st paragraph is read prior to the decision being made on whether there is interest. Resolve the enquiries of who, what, why, where and when. Elaborate on the responses more in full later in the release.3. Maintain the press release to a single page which is around 350 words. The release Is not intended to narrate the whole story for your business simply to capture the media to be fascinated enough to ring and publish a story. And do not mail the press release as an attachment they will usually just get deleted.Abide by these 3 tips when studying how to compose a press release and your releases will be more hard-hitting in returning media coverage for you, your business, and products.

10 Effective Ways to Write a Press Release to Advertise Your Home Based Information Marketing Business_2

ust 3 days ago, I was chatting with a friend on the telephone about how to write a press release and he surprised me by saying: โ€œDo you know, Daniel, I have written more than 20 releases but not even one was accepted by a newspaper or a magazine โ€" Iโ€™m not really sure whyโ€.On prodding further, I became convinced that my friend had broken the cardinal rule of how to write a good release that pulls results. My friend was astonished when I explained to him why his press releases were rejected. The truth was none of his releases were newsworthy.No doubt about it the newspapers and the magazines would have snatched his releases if he knew and used what I am just about to share with you.And here are the ten effective ways to write a press release.

Use any of them and your release will be in the press. You will be amazed with the attention you are going to get.1. Adopt a controversial position on a subject or a topic when you write a release.2. If you have a working partnership or alliance with a well-known expert or organisation share the details.3. If you are hosting an event, do not be afraid to announce it.4. Charitable and fund-raising activities are winners. Use your press release to announce any event you are planning or involve in.5. If there is an upcoming holiday or anniversary, relate it to your business.6. Use your release to describe your new product or service that solves a problem or relieves the pain of others.7. Announce awards or a recognition you have received.8. Reveal results of a survey you have taken.9. You can announce a contest or winners of a contest you have been involved in.10. Offer something for free โ€" it could be a free report, product or a service. You could also demonstrate a service and say something about an upcoming event.Now you know the ten effective ways to write a press release. Try them and I promise you, your phone will not stop ringing when you send your press release.