Marketing - Does anybody know you are out there?
Title : "Does anybody know you are out there?[/b]".Marketing,Advertising,Small Business Tips for getting in your local paper The thought of writing a press release and contacting your local media can strike fear into many an SME owner. But why? In this day and age getting into your local press is vital and what’s more, your local paper is probably crying out for your story! Getting into the paper not only helps to motivate you and your staff but it can also be a great way of increasing your reputation when it comes to increasing sales or pitching for new clients/contracts. Local papers, quite rightly, only want local stories as a business owner looking for publicity you stand a great chance of getting it. Here are a few hints and tips. Make sure you read your local paper to see the type of story that gets in and on what days the local business section runs. Try and find the name of your local business reporter or editor. Put yourself in the shoes of the media. If you were a journalist what would interest you about the business? Think of an angle, hook or slant that will interest the journalist. Sometimes the people you employ in your business or you yourself can be the subject of a story. For example, if you or an employee is taking part in a charity event then let your local paper know, and mention your company. Nowadays there are many companies or people out there who can prepare a press release for you at very low prices but it isn’t rocket science so why not have a go yourself. Before you sit down and begin to write your press release you need to remember the five golden rules: Who, What, Why, Where, When. Structure of the Press Release Don’t spend ages thinking of a snappy title, the papers have people to do that. The first paragraph should have a short summary of all the information you are trying to get across such as product launch date or dates and times of a charity event you are supporting. It is sometimes better to leave out your company name from the first paragraph as some journalists see it as a cynical ploy to get in the paper (“how dare they”, you shout). The second paragraph goes into more detail and this is the place where you drop your company name in, e.g. “Ingrid, who works for ABC Company, will be doing the parachute jump on 1 April 2005”. Or, “The new life-changing service or product has been developed by ABC Company who are based on Z street in Mistlethorpe”. The third paragraph is where you put in your quote. Make sure your quote is interesting! If you do a really good quote the journalist will remember you and may use you for quotes on other stories in the future. E.g. Ingrid Wannabe of XYZ company commented, “Far too often the people of Mistlethorpe are ripped off by rogue companies and the launch of our new anti-rip-off product will make sure these unscrupulous companies have no-where to hide”. Make sure any claims you make can be backed up! If you can find a customer who has used your new product/service and who is willing to talk about it then maybe put in a quote from them to. The final paragraph should have ways in which people can contact you or your business, including phone number, web address, email or alike. If you are doing something for a charity you could say something like, “…anyone wishing to make a donation or sponsor Ingrid should get in touch by ……”. Just when you think it is all done, don’t forget the ‘Editor’s Notes” section. This is the bit where you let the media know how to get hold of you and any other key info about your business such as; how long you have been trading, recent successes etc. Hopefully you have now prepared your release and got a few people to read it to make sure there are no spellping misquakes or grammatical errors. Now you can launch it upon the world, or at least your local paper. Read your local paper to see whom the business editor or reporter is. Find the phone number of the paper and ring them (prepare what you are going to say before hand!). Try to sell the story into them and say that you have a press release prepared and ready to send over. If things go really well whilst chatting why not ask if you can meet up for a coffee (or bite to eat if you have the budget) to explain things in more detail or get to know the types of story they are looking for. Also, you can send through pictures with the press release, but hey… that is whole different newsletter! Some people email over the press release and then call up. If you prefer this, don’t ring and say, “hi just ringing to see if you got the press release I sent through”. Journalists hate this! Of course they got it. Ring and say something like, “I just sent through a press release about XZY and I wanted to chat it through with you to see if there is anything else I can send across or what you thought about it”. If you talk to the journo and they say they will use it but after a few days you still have not seen it, ring them to see why it has not gone in. 9 out of 10 times they have forgotten or there may be another reason that you can rectify. Above all, don’t be scared of the gruff voice that answers the phone at your local paper. They usually bark “Newsdesk” at you down the phone as they get hundreds of press releases a day. Once you have spoken to them for a minute they usually get a bit more chatty, but remember, as in your line of business, their time is precious. Next Steps If you need help writing or preparing a release give 10Yetis a shout. You would be surprised how cheap it is to get a really effective 10Yetis press release. Alternatively, you may have already written a press release and you want to talk it through with someone. Well, we can help, and chatting through a press release is free. For more information email andy@10yetis.co.uk. If you have any special requests for future newsletters, please don’t hesitate to get in touch. Andy Barr Big Yeti 10 Yeti's T: 01452 300683 V: www.10yetis.co.uk E: andy@10yetis.co.uk长期低价经营宠物食品用品
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