PUBLICITY 101 BLOG

The state of Florida businesses (SURVEY)

2010-10-28T11:59:00.000-07:00

Get Involved. Take the Survey.

This is an anonymous survey to find out business owner’s perspective on what’s affecting the growth and success of their businesses. The survey is completely anonymous and cannot collect any personal data from you. The Publicity 101 blog is supporting this survey to bring the results to its eager Central Florida audience. Thank you!

Make your opinion known by taking the survey NOW:
Click here to take survey

We Need Business Owners at the Polls on November 2nd

2010-10-25T11:22:00.000-07:00

As business owners you have to be very diligent in selecting candidates and approving the new amendments this election year. Your personal quality of life and your business will be affected by the decisions of the candidates and amendments that are made law. Publicity 101 does not endorse any candidates or amendments but we too are taking the time to find out as much as we can about the candidates before us. Due to the economic climate, it is critical that no business owner stays home on November 2nd. There are those that have said that the recession is over and those claiming that the recession will last another seven years. Only you know what situation your business is in and how close you are to climbing out of a whole or excelling to new heights.

Florida will have tough decisions to make within the next seven days on who to elect as Senator, Governor, Attorney General, Commissioner of Agriculture, Chief Financial Officer (CFO) and on the six Amendments (1, 2, 4, 5, 6, and 8). These are just the Federal and State offices up for election. Depending on where you live there are county and district offices up for grabs as well. If you have not already done your research and we stress research on these candidates and amendments do so swiftly. Find out what these candidates are really about by visiting their Web sites and reading their plan for Florida. Do not simply rely on television commercials or the latest poster you saw down the street. Television commercials are multi-million dollar sound bites that are geared to affecting you emotionally rather than persuading you to make an intelligent decision.

So where do you find legitimate information on candidates? Publicity 101 suggests that you begin with the Florida Division of Elections (http://www.election.dos.state.fl.us/). Another place to acquire more information is the League of Women Voters of Florida (www.theFloridaVoter.org). And we cannot stress enough to go the candidate’s campaign Web sites and do your research. There is simply too much at stake in Florida.

Publicity 101 © 2010 Consent required for reproduction (www.emonicadames.net)

Network, Network, Network—That’s if you Plan on Staying in Business for a While

2010-10-22T15:50:00.000-07:00

Readers,

It has been a while since Publicity 101 has been with you. This is not due to there being no information to provide. Information never stops and that which we have learned and are learning will still continued to be presented to you. For instance today we will discuss the power of networking and how to take advantage of it in your business. One thing is for sure, if you are a small business and are not networking, you are not in business. How do we know? Let’s look at the whole picture.

Small businesses for the most part do not have the capital to allocate substantial funds to a marketing budget. However, having a marketing budget is very important for a company to flourish. Many companies have developed successfully via word-of-mouth. But if you take time to dissect the situation you will find that the initial customers who provided the inertia for word-of-mouth had to have been approached in some way first in order to get their business. This is where networking plays an integral role in the success of the business. There is an effective method to networking that causes ultimate success.

Know your Prospects Before Attending any Networking Event

Since you are in control of your business you will know the type of customers that you are looking for. Even if you are in an industry like insurance, where you can serve both consumers and businesses you must know which persons or companies you want to serve. Therefore, there is at no time where each person at a networking event will be worth pursuing.

Think About the Prospect’s Needs First

Because you are in business to make money there will always be that notion of ‘how do I make the most of this situation to make a sale.’ The important thing is to consider the relationship first. So forget about the bottom line when you are dealing one-on-one with other networkers. Everyone at the event is trying to at some point turn a connection into revenue, directly or indirectly. If there is no developed relationship this will not happen. It all goes back to the fact that people want to do business with people whom they like and respect. In order to get the other person to like you, think about their needs first. During the network meeting ask other networkers questions about their business. During the lunch date ask them about their professional and business goals. Let the other person speak about themselves as much as possible. This will show that you have a genuine interest and ultimately they will want to know more about you and your business.

Time is Limited

This notion is why it is important to identify your prospects before attending a networking event. Typically you will have a chance to hear the 15-30 second elevator speech of each of the attendees. This is the time where you should be identifying the ones whom you must speak with, want to speak with, or have no problem speaking with if time permits. Time left after the moderator is finished speaking is limited as well, so once the moderator is done and all have clapped get in the face of those of whom you have the most interest, moderate interest, and then least interest. If you are attending the network event via an online membership forum such as Meetup.com, you can always introduce yourself via the Web site and let them know that you missed them and would like the chance to talk.

Glue the word networking to the core of your mind and include it in your company’s marketing plan and you will eventually be running a viable, successful business. There is simply no other way to survive as a small business. If for instance you have been blessed with the capital to have a large marketing budget that includes advertising or public relations—congratulations—but still require your team to network on a consistent basis because relationships do matter.

A great resource for finding networking events in Central Florida is ABC Orlando Business Connectors. Membership in the group can be attained by visiting www.Meetup.com.

Publicity 101 © 2010 Consent required for reproduction (www.emonicadames.net)

The Mass Exodus out of Florida

2010-03-19T20:42:00.001-07:00

It is a fact that unemployment in Florida is beyond comprehension. Families and businesses are suffering. There are several unemployed professionals who have accepted the fact that jobs are no longer available in their field and those companies that have taken a beating beyond what they could plan for are completely gone. Others have instituted hiring freezes, even if they have not been harmed financially. And there are those companies that have and are planning to leave the State of Florida.

It's one thing when a business moves away; there will always be entrepreneurs starting new ventures and other companies expanding. However, Florida is experiencing a mass exodus of its human capital. The average citizen living their day-to-day lives may not have noticed what is going on around them. Moving companies are definitely noticing the mass exodus. Human capital is the greatest asset that a company will have. With the possibility of losing the shuttle program you have to ask what is left for the Sunshine State. Will there be a permanent eclipse, leaving a gloomy haze over the state of Florida?

What Professionals Have Been Saying All Along

Many college educated professionals who moved from another state years earlier and are now working in the state will tell you that the difference in how they are treated is not what they expect as professionals. So, could it be that people are also leaving because they are fed up with being treated poorly and are looking for a place where they will be respected and express their loyalty? Terry Smith left Orlando more than three years ago because of the work environment and new possibilities on the West Coast. Independent contractor of marketing services, Gerry Nevins has come to the conclusion that Florida is not the place for prosperity for his business and will move to New York before the end of 2010.

Will Businesses Survive?

Only businesses and the Government can answer this question. Just as the Government bailed out and nurtured the big banks back to health they will have to do the same for a suckling Florida that has reverted back to its infancy stage. Companies too will play a role in the recovery. There are specific actions that must be taken to recoup their reputation and the loyalty of their biggest assets.

Review employee relations policies to make sure there are no gaps in what is to be expected from executive-level management

Perform a complete overhaul of human relations to make sure due diligence is used to hire the right employees from the start

Provide great service to your customers. Poor customer service puts a sour face on employees and they do take it personally

Special Report: Overcoming the Three Rs of Doom for Black-Owned Businesses

2009-10-31T15:59:00.000-07:00

Special Report: Overcoming the Three Rs of Doom for Black-Owned Businesses (PDF)

By: Emonica S. Dames

Many new businesses fail. Black-owned businesses tend to not succeed at alarming higher rates. This special report lists and provides solutions to the three Rs of Doom that affect the success-rate of black-owned companies. Learn how to use publicity, competitors, and your industry associations to your advantage.

Price: $9.95 [Purchase Here]

Proper Social Networking Etiquette

2009-08-17T12:16:00.000-07:00

Everyone is trying to network whether it be for employment purposes or to get acquainted with a new prospect for a business. Online networking is very convenient and becoming more common for all types of people. It is very important to understand that there are rules for playing the online networking game; just as there are rules for building relationships in person.

Many professionals jump into the social networking game with little to no concern for who is on the other end, how they can help someone else, and that the written word lasts forever and can be forwarded to millions. Publicity 101 has seen many mistakes being made by well-meaning individuals and businesses and wanted to offer our fellow Central Florida social networkers with advice on proper etiquette while working online, including in groups.

Most sites, including Twitter, LinkedIn, and Facebook, provide users with general terms about not harassing and sending obscene information to others. However, there is more to it when dealing with people online.

To help with this Publicity 101 reached out to Larry Odebrecht (Left) the owner of the successful LinkedIn Group: University of Central Florida Alumni. A group consisting of more than 4,000 members nationwide.

Odebrecht has successfully managed this group for more than two years and pays close attention to and immediately deals with poor behavior when it affects his group. In the LinkedIn networking environment, Odebrecht recommends knowing a little about a connect (member) before linking to them. This can prevent any unwanted solicitation or harassment to your colleagues/friends whom are present in your network already. Publicity 101 agrees with this notation because networking is about maintaining a great reputation and linking to others who have integrity. Simply linking to an individual because they have status or works where you would like to work or to do business is too much of blind move. Use the same tools (eyes, ears, thought, and research) that you would use when meeting people face-to-face, while online.

Basic Etiquette for Networking Online

*Pay-It-Forward (build a reputation of helping others)

*Stay away from direct sales pitches (the goal of networking is to build a relationship first)

*Recognize that what you say is linked to your resume, picture, or background information

*Avoid public, heated discussions (if necessary deliver a private communication)

Just as consistently underperforming on the job or treating colleagues and customers poorly quickly travels around town so does bad or inappropriate social networking. Human nature is to warn others of people who do not play nice or appropriately. Your goals is to build a positive reputation for yourself while simultaneously helping others. Pay very close attention to the part about 'helping others' because this is the key to really getting what you want or deserve.

Learn Effective Recession-Based Public Relations: Series (2)

2009-07-27T09:23:00.000-07:00

Company Perspective:

Since the first in the series on recession-based public relations, the economic environment for many businesses has improved slightly. Unfortunately, there is still a lot of work to be done and public relations (PR) tactics are still being neglected or completely rejected.

Publicity 101 knows how critically important it is to maintain a consistent PR or publicity campaign geared to increasing brand awareness, profits, and gaining a competitive advantage. So, again Publicity 101 is taking a strong look at successful practices that fellow companies are taking to ensure that they meet their goals during a time when major cuts in services has been necessary because of the recession.

352 Media Group, a full-range interactive marketing services company in Gainesville, Florida initially outsourced all of its PR needs, allowing them to focus more on other business initiatives. Public Relations outsourcing is common and effective for businesses that may not desire to have a sector dedicated solely to PR. Peter VanRysdam (Left), 352 Media Group's VP of Marketing realized that a national economic flu was plaguing many businesses and provided protection for the company by temporally suspending PR outsourcing.

Though the temporary practice of handling their own PR has been successful, VanRysdam admits that it has created more work for him at times and a few things may not have been done as often as he would have liked. Their agency of record (AOR) played a big role in prompting new story ideas, writing and distributing press releases, reaching out to reporters, and scouring editorial calendars. As a result of their experience, 352 Media Group is considering the idea of hiring an in-house PR staffer who focuses exclusively on relevant practices. VanRysdam now confidently offers the following advice (below) to other Central Florida businesses.

Best Practices: Executing PR Initiatives on Your Own During a Recession

Take advantage of free resources that will allow you to promote your company and its goals. Free tools such as Twitter ,Facebook, and Wordpress may be time-consuming but the results can be staggering if done properly. Including developing strong relationships with customers and prospects.
Seek out opportunities to assist journalists with story ideas that they are currently working on rather than trying to pitch stories as often. Use HARO (Help A Reporter Out) to find out what stories reporters and bloggers are working on that may fit your company's background.

All is not lost during a recession. The show must go on and if your company wants to be in the lineup of those still standing after the downturn, taking a proactive approach to handling PR should be your goal.

Publicity 101 © 2009 Consent required for reproduction (www.emonicadames.net)

How to Get and Work with International Clients as an Independent Contractor (Freelancer)

2009-06-17T06:52:00.000-07:00

It used to be that large companies with massive profits had the luxury of entertaining and acquiring international clients. Independent contractors (this includes all types of freelancers) pretty much maintained a local focus with a few interstate consumers, obtained through word-of-mouth. Tapping into the international market was achieved by a rare few.

The World Wide Web and other technology such as videoconferencing, and email have closed the gap between independent contractors and international markets. It’s amazing to see how many locals are working with clientele in India, Japan, Canada, and South Africa. It sure makes for an interesting workday. So what does it take to get noticed by businesses abroad? What are the pitfalls of having a faraway client? Certainly there are many other questions or concerns about such a venture. This is why Publicity 101 decided to interview several professionals to bring resources to Central Florida contractors who are ready to look beyond their backyards and represent their brands worldwide.

Publicity 101’s quest for the best information turned up insight from multiple professionals around the United States. Most offering suggestions and telling how they got their feet in the door and others simply intrigued, waiting for the results of the query put before them.

Reaching Abroad: What it Takes to Get International Clients

It's seen all over the Internet, people boasting about receiving big checks from Google, while working from home. Publicity 101 has not been able to validate these claims. However, Peter Geisheker (Left), CEO of The Geisheker Marketing Group can affirm his company's success in obtaining international clients through Google Adwords. This is a pay per click (PPC) advertising program that a business of any size can use to its advantage. This is because payment is requested only when an ad is selected (or clicked). The option to set a budget is attractive. Google explains, "You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad."

The old phrase, ‘word-of-mouth’ can not be forgotten. Relationships are so important. Once a company has done a good job for and respected one customer, the praises can reach further than imaginable. A local customer knows someone who knows a prospect far away. Galindo Publicidad , Inc in Coral Springs, Florida has relied on the sentiments of its satisfied US-based clients to secure business in Mexico and Canada.

Having a Web presence is vital to reaching clients that might not otherwise know a firm exists. Prospects have the option of finding out about a business by opting to receive newsletters and e-zines. These electronic news portals help companies to showcase their knowledge, offering free resources based on expertise. Future clients will have a good feel for business offerings. Tricia Basanyi of Voiceovers by Trish relies on her newsletters to attract well-respected international advertisers in Denmark, Latvia, New Zealand, and Singapore.

One thing that none of the respondents mentioned was support from the United States Government. The United States Department of Commerce has a Web site and an entire team of professionals ready to help US companies expand abroad. There is no reason why this help should not be extended to independent contractors. As a matter of fact, Publicity 101 had a local freelancer looking to expand her services to South Africa, reach out to the department and found representatives to be very resourceful. She was able to connect with potential clients. The department offers multiple services to help US businesses promote their services such as market research, videoconferencing, and company profiling.

Getting Paid and Working with Different Time Zones

Collecting receivables and working with different time zones are both common issues, simply working with US-based clients. Sometimes these issues may become magnified with international clients. The key is to be well-organized and have a game plan.

If fear of not being paid for a project is all-consuming, ask for a good-faith portion of payment of front. This is reasonable. For further protection consider requesting that payment is made through PayPal. Using PayPal is secure, efficient, and used worldwide. When using wire services it is recommended to wait for the funds to clear the bank before initiating services.

Sometimes, assignments can be completed in totality via email. Many times intimate conversations are vital to the success of a campaign or project. When working with overseas companies it’s critical to know respective time zones and be available to speak with customers during their business hours. This may require a contractor to work beyond her normal hours occasionally.

Dealing with Taxes

Briefly, dealing with taxes is a burden regardless of working with a local, national, or international client. Several respondents reported having tax issues whereby they were double-taxed or had a portion of their invoices wrongfully withheld by the country in which they were doing business. Find a skilled CPA that specializes in international tax law to oversee initial accounting set-up and tax preparation.

It’s obvious that there is a lot to take into consideration when branching out to international markets. As a true entrepreneur, no doubt, multiple obstacles have been overcome. So, this task should be looked upon as another goal to conquer through planning and action. For more insight on working with international clients, contact a local SCORE branch to meet with a professional counselor.

Article input provided by:

Mitch Paioff, (www.cti-seminars.com/seminars.html)
Andy Hayes, (http://www.andyhayes.com/)
Tricia Basanyi, (http://www.voiceoversbytrish.com/)
Peter Geisheker, (http://www.geisheker.com/)
Martha Galindo, (http://www.translationsandmore.com/)
Susan Johnson, (http://www.selectservicesfilms.com/)

Publicity 101 © 2009 Consent required for reproduction (www.emonicadames.net)

Learn Effective Recession-Based Public Relations

2009-05-23T14:44:00.000-07:00

Company Perspective: Storm Stoppers®

Any skilled public relations (PR) practitioner—with expected bias—will inform a business serious about gaining maximum exposure and profits of the benefits of public relations. Using PR to reach the media that has access to a company’s target audience is extremely cost-effective and highly recommended.

During the toughest times smart businesses understand that they must change, alter, or hold off on an original game plan in order to survive a storm. There is no doubt that today’s uncertain economic landscape is certainly the perfect storm. According to the Agency for Workforce Innovation, Florida’s unemployment rate has been holding steady at over 9% since March 2009. Relative to these numbers is a business market struggling to do more with fewer employees and stay afloat.

Typically one of the first things a company drops is PR services. For some reason this seems like the most logical thing to do. Conversely, if a business ceases to connect with its existing and prospective customers, how does it expect to recover?

Handle Public Relations Strategically, Creatively, and Persistently

Local businessman John D. Smith (Left), owner and inventor of Storm Stoppers® (http://www.plywoodalternative.com/) says that he handles all of his company’s PR efforts solely. Storm Stoppers® is a very successful business in Orlando that offers plywood alternative to protect homes against hurricane-force winds.

Unlike most business owners, Smith has a background in PR and incorporated his experience to attract the type of media attention for Storm Stoppers® that is enjoyed by many larger, well-known institutions. He has successfully positioned his company and gained coverage from CNBC and multiple local news and radio outlets. Smith engages approximately 20% of his time in developing and implementing public relations campaigns, serving as the inertia for selling more than $10 million in sales since 2004.

Central Florida companies facing a reduction in their PR efforts due to the downturn may be able to take matters into their own hands until the recession lessens or disappears. Smith offers four key points for a successful recession-based do-it-yourself PR campaign.

Tips for Recession-Based Do-It-Yourself Public Relations

Develop a detailed media list. Ensure exact spelling and pronunciation of contact names.

Reach out to those who have already been featured on news/radio programs within your media list. Foster a mutually beneficial relationship, whereby you can rely on each other’s contacts and resources.

When sending samples to the media try to stand out. Send products in clear packaging that removes the guessing game and fosters immediate interest.

Believe in your product/service and its worthiness to be magnified by the media.

It is advantageous for Central Florida businesses that have dropped their PR department/firm to use these resources. Many companies will decide that their time is better spent focusing on improving their product/service and customer service; this is understandable. However, when the economy recovers, it is recommended to maintain or secure a relationship with a skilled PR firm or consultant/publicist who is dedicated to and passionate about the respective business or industry.

Publicity 101 © 2009 Consent required for reproduction (www.emonicadames.net)

Publicity 101 Format Change

2009-05-22T07:02:00.000-07:00

Throughout the remainder of 2009 you will notice a difference in the format of my Publicity 101 Blog. I felt that it is so important to provide my readers in the Central Florida community with as much relevant information as possible. So, I have decided to change the format to a more journalistic approach. This approach allows me to include objective perspective from varying businesses and non-profit organizations. Soon you will be able to get publicity, PR and business insight from my blog but in the form of articles. In interviewing companies and putting together these articles, I have learned so much from my peers so I know that you will too. Please do contact me with your feelings on the new article entries at pub101@emonicadames.net.

Sincerely,

Emonica Dames
Editor
Publicity 101 Blog

Publicity 101 © 2009 Consent required for reproduction (www.emonicadames.net)

Adding New Tactics to Attract Consumers in 2009

2009-01-01T13:18:00.000-08:00

Happy New Year! My desire is for your business to have a prosperous 2009. In order for this to be possible you must be proactive in getting your name in front of your target market via publicity services and utilizing marketing and advertising to your advantage.

If you have not developed your marketing plan for 2009--one that includes publicity services, "you may be walking on thin ice." This year, 2009, has been historically noted as the year where change will be initiated. As a business owner you have the capacity to take the lead and begin your own change. Change that will affect the way you do business, your relationship with consumers and your image.

Make a Change in 2009: Add Something New to Your Publicity Plan

Email Marketing-Email Marketing is an effective and inexpensive way to stay in contact with your customers. Many companies use email marketing to inform current and prospective customers of changes in services and offer coupons and discounts.

Blogs-Blogging has become an integral part of doing business. Many customers and blog followers look to blogs for insight, tips, business resources, and to keep up on industry standards.

These are just a couple of ways to make a positive change in your company's bottom-line and overall presence. Contact your PR/Marketing specialist for more ideas. If you do not currently have a specialist, feel free to give me a call (407) 648-4828 or send me an email: emonica@emonicadames.net.

Publicity 101 © 2009 Consent required for reproduction (www.emonicadames.net)

Making Your Way Through Online Social Networks to Build Client Base

2008-12-28T12:02:00.000-08:00

Let's face it, the days of initiating business relationships via lunch, phone conferences, and office meetings are almost numbered. Most professionals are tied to their computers, ensuring that there is no delay in response from important clients or contacts.

Because this has become the norm, businesses must assimilate and not try to fight this change. With so many social networking sites available it is important to decide which networks fit your business and will attract the type of clients that you desire. Further, consider the manpower required to manage your profile and communicate with prospects expeditiously. It would be a terrible waste of time creating a profile, having no one to respond. This may counteract your publicity goals.

Things to Consider When Selecting an Online Networking Forum

__If comments on your business is allowed, will you have the ability to respond to or remove derogatory information about your business?

__Is your business looking for a forum whereby they will be able to communicate services and respond to inquiries?

__Is the forum designated only to hold your profile information so that prospects can contact you directly?

__Are there fees associated with the forum?

So, which online social networks are all the buzz right now? I say right now because the list continues to expand. I have compiled a list of a few of the more popular networks. If you want to create publicity and brand awareness you definitely want to consider the most popular sites with a proven record of attracting traffic.

Popular Networking sites

http://www.linkedin.com/

http://www.facebook.com/

http://twitter.com/

http://bx.businessweek.com/

http://www.elance.com/

http://econnect.entrepreneur.com/

Put a Virus in Your Publicity Plan

2008-12-11T14:42:00.000-08:00

Today I want to talk to you about something that you may have heard of but may not be so sure about its meaning: Viral Marketing. It doesn't seem as though the two words should go together.

However, viral marketing is the art of using your current social network to create buzz about your product or service. Of course this is my unofficial definition as the term has not been included in the dictionary yet.

So what does this mean? It means that instead of killing your time and expenses trying market to the world to get them to notice and like you, why not direct your publicity to the people who already know and like you. However, it is done in such a way that your network is not offended by being bombarded with offers that they can not afford or are interested in.

It could be as simple as attaching a link to a sales landing page at the bottom of your correspondence. Or informing your network of a new service that you are providing. It's similar to impulse buying. Though the initial contact may not purchase the product or service they impulsively forward the email on to someone else. And this someone else may become the customer.

Publicity 101 © 2008 Consent required for reproduction (www.emonicadames.net)

Incorporating Slogans into Your Brand

2008-11-24T10:28:00.000-08:00

Webster dictionary defines a slogan as a brief attention-getting phrase used in advertising or promotion. A descriptive phrase is an excellent way to keep your brand name on the minds of clients and prospective customers. Creating a slogan for your business is another task that you may not want to but should consider taking on. The proper phrase can have a tremendous positive affect on your brand.

If properly marketed your slogan will automatically come to mind when your business name is mentioned or your logo is seen. My personal Copywriting slogan is "Delivering Quality Copy to Market Your Business." The goal is for people to associate my name with copywriting and business success. For this fact, I have rejected the idea of having a logo for myself.

Branding your business is essential if you want to stand out from the competition and get your product/service in the minds of the public. It's never a good idea to not be selective when adding slogans to your Web site or letterhead. These things need to be thought through, given due diligence.

Process for Selecting a Proper Slogan for Your Business

Make sure it relates to your product, service, or reliability.

Think about the cons: has it been used by another company?, will a particular group of people be offended?

Come up with several slogans and review them with key people in your organization and trusted friends.

Ensure that it is catchy and memorable.

Quick Quiz

The slogan "A Mind is a Terrible Thing to Waste" is associated with what organization? How long has this organization used this phrase? Who is the Current CEO of this organization?

The first person to answer all the questions of this quiz correctly by COB 12/21/2008 will receive free support with selecting a slogan for their business. Please reply via email to media@emonicadames.net. A few restrictions apply.

Writing Effective Newsworthy Press Releases

2008-11-20T12:24:00.000-08:00

There are several tools in the publicity tool kit for generating media interest. One of the most crucial of these is the press release. The press release is a peculiar little thing. It is a simple piece of paper with no glamour appeal. There are no creative designs or colors. It's like a love letter to the media. The letter may not touch journalists’ hearts if not written properly. Actually, a series of poorly written press releases that continue to miss the mark may cause your love interest to not take you seriously. Please continue to read as I guide you through the process of creating effective, newsworthy press releases.

Your First Paragraph: Who, What, When, Where, How, Why

The first paragraph of your press release should tell your audience all they need to know. It should explain who, why, what , when, where, and how. There should be no suspense. Suspense drives journalists crazy. They are very time-driven people and want to find the information they need within a quick scan. If what you've written in the first paragraph attracts your audience's attention, they will want to continue reading.

All Following Paragraphs: Think About an Upside Down Triangle

The next paragraph should tell more detail about your event, new product/service, etc. It is key to keep in mind that the most important information is delivered first. Think about an upside down triangle when writing your release. The most important information should be delivered at the top and the least important facts should flow down to the axis. Once you have all of the facts included in your release it is a great idea to now include some opinion. Right now you are thinking that the previous statement is contrary to what I have already told you. However, these opinions should be in the form of quotations (not ad gimmicks) from a key individual associated with your event or industry.

Making Your Press Release Newsworthy

Just having the facts of your event is not enough to draw media attention. Several companies have hired new CEOs, opened new stores, re-introduced an old product. The media does not want to bombard their audiences with this boring information and the audience does not necessarily want to hear it. Therefore, the release has to be tied to something of interest. Possibly a current event, a socially responsible organization's agenda, a feel good, heart-touching story. However, if the new CEO of your company is the former CEO of an internationally-recognized successful empire this is something; you have to look no further for that spark. Simply think about what draws your attention to certain releases and articles. Would you want to sit down and read your release and share the fantastic story with a friend or colleague? If you feel that your friend or colleague would yawn you should continue to revamp your release.

Delivering an Attention-grabbing Title

Just like you were told in middle school from your English teacher: write your title last. Writing your title first and then trying to live up or down to it is not only a waste of time but extremely ineffective. Once you have included in your press release the facts and proper ties that attracts a journalist’s attention, write a headline that will tell them that this is the case. The best headlines are less than ten words long and makes mention of the important tie in.

Final Note

Always include a little information about your organization at the end of your press release.

Mind Your Image: Working With Vendors

2008-11-13T09:51:00.000-08:00

A meeting with a prospective client for publicity services has led me to initiate this posting. As with all clients, I prepare reports and talking points, providing the prospective client with copies so that we can remember to touch on all key points without having to revisit items unnecessarily. However, to my surprise the client shows up late and without any documents or writing utensils. This is interesting because he had no idea that I would be providing the documentation and further we were meeting in a restaurant. Immediately, I thought this company will really need some serious publicity coaching. So, I gave him a pass.

Once the meeting commenced, I expected the client to begin asking me questions since he initiated the meeting, needing my services. There was a faint stare for about 20 seconds, so I went into my sales dialogue. Of the many questions that I asked the client about their company, few were actually answered. The few that were answered, were done in an extremely rude demeanor. And this was the gist of the client's behavior, the entire meeting.

A Business's Image Trickles From the Top Down

It is important to realize that as a business owner or representative you are always ON, so you have to present yourself in a confident, professional manner regardless of nervousness or having had a bad day. From a professional communicator's standpoint, I thought how will you (prospective client) ever maintain clientele or loyal employees? From a personal position, I was delighted that I choose who I want to do business with. Of course, I sent the owner an email the following day stating that I did not feel that the project was a fit for me.

Vendors May Be Members of Networks that Includes Your Clients and Prospective Customers

Many of this company's clients happen to be in a network of professionals that I happen to know. How awful would it be if a deal is lost based upon the prospect, requesting my feedback. As a public relations professional, I refuse to tell a colleague a lie and ruin my own credibility.

Things to Remember When Working With Vendors

Your vendors may have strong relationships with your competitors and customers. If disgruntled vendors begin providing image-destroying information to either of the two, you may find yourself in a pickle that includes loss of market share.

Mind your manners whether you are the vendor or the customer and treat the other party with respect.