The Good the Bad and the Ugly: How Social Media Sites Can Influence Your Product’s Publicity

Posted on 27. Aug, 2010 by Kris Nickerson in how to get publicity

Social media websites have taken over the World Wide Web. Anyone spending time on the internet is signed into one of these sites at least, and more likely signed into several.

To name but a selective few of these social media and social bookmarking sites, there are: Facebook, Myspace, Furl, Del.icio.us, Digg, Reddit, Twitter, Stumbleupon, Rojo, Meetup, Linkedin, Technorati, Slashdot, and more.

With literally millions of users situated all over the world on these social media websites, companies can now use these websites as advertising mediums, targeting millions of people 24/7. This kind of advertising is extremely effective in targeting your specific market as there are such a large number of people to expose your brand to. The best thing about exposing your brand in this medium is that if people like it, your brand’s popularity can spread faster than the flu bug: think of it as viral marketing on red bull. In fact, you can be the talk of the web in just one day: thanks to extremely powerful advertising.

The reason for this quick spread via web circulation is that the online community is user driven of course, but because of this user driven force behind your brand, it can also get the boot from the online community and can have the complete opposite effect on a brand, not exactly what a company needs, and bad publicity can spread even faster than the flu, which is never a good thing.

The best way for companies to keep track of their brand’s reputation is through Online Reputation Management (ORM). Online Reputation Management combines marketing and public relations with search engine marketing.

There are three basic steps involved in implementing Online Reputation Management, which will be discussed hereafter. These steps are: Monitor, Analyze and Influence.

Monitor: You need to know what is being said about your brand. You might think that perceptions are impossible to track and monitor as news travels at such an incredible speed over the internet, thanks to blogs, forums and podcast – but there are internet monitoring services that you can use to solve this problem. An example of such a monitoring system is to set up Google Alerts to observe what is being said about your brand in the news on the web. You can also use sites such as Feedster and Technorati to monitor what is being said about your brand in blogs. You can also keep track of your direct competitors in this way.

Analyse: now that you’ve monitored the required information, you need to analyze it. To keep track of your search engine environment, you need to know your competition in depth. For example, make a list of the sites that have information concerning your brand. Split this list into positive and negative feedback, as it is good to know where the bad and good publicity is coming from. Also check their page rank, number of links, and any other aspects you can find.

Influence: One simple and effective method with which to influence your brand in a positive way is to participate by getting involved in the conversation. The old saying goes, if you can’t beat them, join them. So do exactly that: become a regular contributor to blogs and forums where you found most activity involving your brand. The golden rule when doing this is to stay honest about your brand. If for example, someone in the blogosphere said an inaccurate statement about your brand, you are able to clarify it by giving them evidence that supports your case and in so doing removing the error concerning your brand.

So, start implementing your ORM guns to counter attack your brand’s reputation. In this way you’ll prevent an ugly showdown from dragging down your brand.

Jonathan Andrews
http://www.articlesbase.com/social-marketing-articles/the-good-the-bad-and-the-ugly-how-social-media-sites-can-influence-your-products-publicity-724815.html

Getting (inexpensive) Publicity for your Business

Posted on 05. Jun, 2010 by Kris Nickerson in how to get publicity

Alex Rodriguez, Diversity Consulting Group
(805) 277-7750
alex@dcgco.com

As a marketer I am often asked by clients if press releases really work. My response to them is “yes, and no.” The reason for the vagueness of my answer is that in today’s fast-paced business world many times we try to take shortcuts in order to get something done, and this means trying to save a dollar as well. I remind my clients that when they hire someone they do not typically hire them after only seeing their resume, and that said resume is there only to open the door. The same is true with a press release.

A press release, if written properly, may open a door with your local media. Many people, me included, have sent news releases to the press thinking that what we are announcing is the greatest thing since sliced bread, only to not receive a call and much less a story. This does not have to be the case, and I will tell you how to be an effective source of news to the media, on your business as well as your industry. Today’s media outlets are in the business of reporting news. They need press releases and constant interaction to identify what is newsworthy to their audience. Businesses like yours and mine should be supplying the news they need. Coverage in the media is free publicity for your business and you are providing a needed service to the media. Coverage in the press is far different from paid advertising because your audience knows that you paid for the commercial on television, and they also know that when the same television station has a news story about you they are providing independent third party verification that you service or product is good.

There are various methods of press release distribution. It can be done via email, postal mail or fax. Unless you are sending additional press materials like product photographs or head shots of key executives avoid using the mail. Depending on the media outlet you are communicating with you can send high resolution digital photos via email, but many media companies have policies restricting attachments because of serious security and virus threats. Email is a great method to distribute a press release because you can reach a larger number of press contacts by drafting and sending only one release. One tip: do not put all of your media contacts’ email addresses in the “To” line of the message when addressing it; instead address the message to yourself and blind copy your contacts.

Always spell check, proof, spell check again, and proof one more time, then have another set of eyes look at your release. You are sending it to journalists that write for a living. You do not want typos! I have seen some poorly written and edited releases distributed to the press, and it usually winds up in the recycle bin.

The press release is a way of getting your news to assignment desk editors, news directors and editors at the press. A press release is typically one to two pages, double spaced, and carrying your message. It is critical that your release be concise and on point in the smallest space possible.

Are You Newsworthy?
Whatever you send out has to be newsworthy and something that a reporter will see as important to his or her readers. Your press release cannot be an ad for your business. It will not be covered. The only response that you will receive, if you are lucky, is a phone call from the ad sales department. Your message has to be newsworthy.

Once you review your message and if you feel that it sounds too much like a commercial send it off to trade publications. These are the magazines you receive at the office, many time free of charge, from various business groups or associations that you may belong to. They, like traditional media, are always in need of stories and news to cover.

If you want to gain media attention you have to think like the media. It is that simple. If you have a great new technology that you are going to bring into the market to assist people with disabilities you probably do not want to send a press release to a fashion magazine. Be one with the media, and you are one with their audience. Do not be disappointed if your release gets no attention. It may take a couple, or more, for the media to recognize that you are indeed a viable business and may want to cover you then. The last thing that a reporter wants to do is cover the launch of a new business that happens to be more of an idea in someone’s kitchen only to have the business close a few weeks later because it was a hobby, and nothing else.

What if you are not a good writer? Or do not have the time to draft and send out press releases? You can hire someone, either internally or externally, to handle this for your business. Keep in mind that you will have to make certain decisions that will impact your business. First, consider this an investment, not an expense. I tell my clients that if they are looking at their attorney or CPA as an expense they need to take a step back and look at this differently. These people provide a very valuable service, and yes, it can be expensive, but it is an investment into the future financial and legal health of the business. Publicity should be looked at the same way.

If you hire someone internally, unless you are a larger
business, you may not want to spend a lot of money. However, this is an important function within a growing business if money is an issue. Consider hiring a consultant or small agency. Certainly on an hourly basis you will pay more, probably much more, but there are no employment tax implications as the firm or consultant is a vendor. Also, there is no overhead because you do not need to purchaser a computer, provide telephone line or office space; nor do you have to deal with sick days or vacation days. A professional, whether hired in-house or externally, also brings with him or her a list of media contacts. This can be worth its weight in gold!

So you’ve drafted a press release and sent it to the media. What next? Follow up. If you wait for the press to write about your business you may be waiting a long time. It is important to follow up with the media as you would with a client. Once you send a prospect a proposal do you wait to hear back from them? I would certainly hope not. The same is true with the media. Many times calling beforehand to see what they are looking to cover is important.

Establishing a relationship is also important. Why? Because if you have a relationship with a reporter and he is covering something and needs an “expert” to quote for his story he may chose to reach out to you. For example, if you own a construction company that specializes in the installation of solar panels and there is a new tax credit being discussed in congress a reporter may need to speak with someone on the frontline. That someone can be you. Because of this relationship it is easy for said reporter to reach out to you instead of a competitor he finds in the yellow pages. Reporters are busy, and many times because they are on deadlines are not able to spend a lot of time researching certain things, so they rely on their contacts.

One last piece of advice: be accessible. Reporters should have your office number, mobile number and home number. Become an expert, and be accessible. Tell reporters to feel free to call you at all of your numbers. This serves two purposes. The first is that you are easily accessible and easy to reach when they are one deadline. Be sure to let your receptionist or assistant know to put calls through from the press. The second purpose it serves is that you will receive the benefit of the doubt should something less than positive happen regarding you, your company or your industry. Prior to something that can be perceived as negative appearing in the paper you are likely to receive a call and an opportunity to explain yourself if you have a solid relationship with the press. We do not want to control the press, but we do want to have the opportunity to share our point of view.

In closing, there is nothing wrong with seeking publicity for yourself or your company. If people do not know who you are they cannot find you. I tell friends that I am not afraid to take on controversial projects on behalf of a client, at times going against the beliefs of friends. The reason is that I feel that the service that I provide is similar to that of an attorney in that I have a client to represent. An attorney represents her clients in court; I represent my clients in the court of public opinion. I do this because I understand the media, and can strategically work to increase, or decrease, a client’s profile. Publicity, used properly, can help raise the perception of a product. In a recent survey three out of four Fortune 500 CEOs agreed that a brand is established through public relations, then maintained through advertising. Brand yourself; brand your company.

Alex Rodriguez
http://www.articlesbase.com/marketing-articles/getting-inexpensive-publicity-for-your-business-75469.html

The Benefits of a Free Publicity Idea

Posted on 29. Apr, 2010 by Kris Nickerson in how to get publicity

A free publicity idea is another thing that business people or those who handle events and promotions must be able to generate when fabricating an excellent marketing program for a certain, business, event, product or service. There are many free publicity ideas that we can think of for every particular businesses, events, products or services. Of you happen to deal with things like promoting businesses, events, products or services this article is perfect for you. Let me share with you some ideas that you can start with and what benefits things like an excellent free publicity idea can do to ease your job and make your mission a total success.

If for instance you are going to grace an event like a concert or an exhibit, you can actually e-mail everyone in your contact list about the event you are gracing. Provide a catchy headline, a brief and concise information about the event. This may contain, the date the event will take place, where it is going to happen, who are the people involved, how much will it cost if there will be any payment required, what to wear if it’s a formal event and how much fun to be there and how much they would miss in case they have decided to snob the event you are pulling together. Aside from an e-mail marathon, posting a blog about it is also pretty much helpful. You can also post announcements to your social network sites like FaceBook, MySpace, Bebo or Multiply. You may leave your contact information in your announcements and blogs so that if somebody got interested they will be able to reach you where ever you may be. Just make sure that you always dash at least a pinch of creativity to your compositions. You also must not forget that people are as extremely busy as you. So always make your articles brief, catchy yet concise. Give it a little punch that will make your readers go really excited. They have to end up looking forward to your event after reading your article. If you are selling products and services, you might want to try inviting some people to try the services you offer for free or for a discounted price. You have to make sure that they end up satisfied with what you have just offered them so that it wont be too much of you to ask a simple review that they may upload over the internet through a blog or by asking them to let their friends know about you.

The good things that you will be getting from these simple steps are really remarkable and most likely longer lasting than an expensive marketing program. Imagine the low cost that it needs compared to getting an ad published in a newspaper. It is even much less effort for you. In free publicity ideas mentioned you can even create ties to people who are listened to and are credible enough. You can also generate new costumers because through the power of the word of mouth. This can establish your credibility and will produce higher demands and good association with the right people.

Paul Hartunian
http://www.articlesbase.com/marketing-articles/the-benefits-of-a-free-publicity-idea-706900.html

Ensuring Business Success: 4th Quarter Publicity = 1st Quarter Prosperity

Posted on 30. Mar, 2010 by Kris Nickerson in how to get publicity

As the year 2007 starts to wind down, many businesses and entrepreneurs are making plans and budgets for the year 2008. Those plans could include anything from setting up goals for new products to preparing marketing, sales and PR/publicity campaigns. When it comes to your publicity plan, WHEN you launch your campaign can be just as important to what and how you launch.

HOLIDAY PUBLICITY OPPORTUNITIES:

If your product/business lends itself to increased holiday sales, the next few weeks are a perfect time to get a publicity campaign launched – given the right media targets. Many holiday issues are already been laid out for magazines, and many other media outlets are feverishly seeking information/pitches on innovative stories for the holidays. Some media outlets even reorganize or beef up staff around the holidays to allow for an increase in stories on products. Have your publicist help you take advantage of this increased media opportunity.

PLANTING PUBLICITY SEEDS NOW FOR 1ST QUARTER RESULTS:

Some business owners may be of the mindset: “I think we’ll wait to launch a publicity campaign until after January 1st.” The problem is—if you wait to launch your publicity campaign until the first of the year hoping for a quick media interest blast in January, you may be in for a quiet month. Keep in mind most media outlets have editorial lead-times of a few weeks to 6 months. Also what some entrepreneurs don’t realize is this. Because of the increasing number of publicity pitches media outlets receive, anything you send out is subjected to what I call the “media digestion period” – simply put – that is a period of time (sometimes weeks, sometimes months) that it takes media outlets to:

#1) see/understand your release and decide if they are interested;

#2) find space/time in their editorial calendar to place the article/news story/show segment.

The potential placement is also directly dependent upon how quickly and efficiently your publicist or PR agency can help the media secure the placement. Media relations is crucial. Your publicist’s job is to make the reporter/editor/producer’s job as easy and as effortless as possible – which will lead to quicker and more numerous placements for your business.

When it comes to publicity pitches, the facts are: placement is totally up to the discretion of the particular media outlet; and very few media responses are immediate. I have in fact had media outlets respond even before the media release seemed to settle in the fax machine tray. Conversely, I also had one media outlet that responded 17 months after a pitch. (I had to ask the reporter what the YEAR was on the release!) NO placement is guaranteed, but you can definitely increase the odds. Even if your product/business if a dead-on perfect match for a media outlet’s editorial profile, you are not guaranteed placement without some hard work and media relations. That’s why timing of your publicity pitch is so critical. Have your publicist get your pitch to the media, allow the editorial staff to digest it a bit, and strategically and professionally “rattle the cage” over the next several weeks to generate as many placements as possible.

What we are trying to do is plant seeds in media outlets’ editorial garden so they will bear fruit—in the form of articles/show placements—continuously over the next several weeks and months. Like the plant that comes from a seed, publicity placements can also grow roots and lead to other arterial media placements in other media outlets. Given the right tending, the publicity seeds you plant over the next few weeks/months will indeed germinate and you’ll reap a wonderful harvest for your business well past the first quarter of next year.

Todd Brabender
http://www.articlesbase.com/marketing-articles/ensuring-business-success-4th-quarter-publicity-1st-quarter-prosperity-68779.html

Tips On Generating Publicity For Your Work At Home Business

Posted on 30. Mar, 2010 by Kris Nickerson in how to get publicity

Publicity is a component of promotion, speaking from the marketing point of view the other components being advertising, sales promotion, and personal selling. Publicity is how you manage your product, service, or brand, vis-a-vis communication between your business and the public. Publicity is informative; where as the other components of marketing, such as advertising and sales promotion, are persuasive.

Home businesses, by their very nature are low profile, hidden behind your plain doors, with no lighting or signs to draw anyone’s attention to it. Being a small home venture, you obviously, do not have a large advertising budget, but you do need people to know about your business. You do need to tell them what you do. The question is: How to go about it?

Effectiveness Of Publicity

There is an old saying that any publicity good or bad is good publicity. This may be true in most cases, where bad publicity could result in increased sales and positive results. But not in the case of home businesses, where you work behind doors, on a suburban street or in a secluded neighborhood. Here, any kind of bad publicity will make your business go for a toss, not to mention dirty looks from your neighbors!

* Try For A Media Release – This is one sure shot way to get free publicity. You get a free profile of your business into a newspaper, even if it a local one. As a matter of fact, if your home business is catering to a particular locality, it is better if you aim to have profile done up in a local paper.

If you are in catering business, it will be fruitful to get your profile into a publication that deals in catering only. Get the editor’s name and contact details, and send your profile to him/her. Remember, your media release must not look like a thinly disguised form of free advertising. Editors have a nose to smell such things out. What will interest them is if your release has any news angle may be a new product, or a new service that is something of interest.

Your media release should have a short headline, interesting enough to grab the editor. Your copy must be clear and to the point, with short sentences, and no grammatical errors. Your contact details must be at the end of the copy. You may email your write up, not as an attachment, but in the body of the email. You can attach a couple of photographs, etc, to provide a link to them to your website if you have one.

* Other Ways – Other ways of generating free publicity could be writing articles for an appropriate local publication or even by having a regular guest column in it. This is another excellent way to profile your home business, with your contact details mentioned briefly at the end of the articles or the columns. Your articles need not be specific about your business, but could be general and informative on the subject. This is a great way to generate free publicity for your home business, and at the same time position yourself as an expert in the field.

If your business allows you to, you could sponsor local community events, or donate prizes in such events. If you happen to sponsor events, remember to invite the local press, and send them a press release. Such coverage is sure to generate free publicity for your home business.

Before you try all the above, you need to have a viable publicity plan in position, which is aimed at generating a favorable media response, providing your home business with free and adequate publicity.

Anthony Samuel
http://www.articlesbase.com/communication-articles/tips-on-generating-publicity-for-your-work-at-home-business-84885.html