Thursday, May 14, 2009
Thursday, May 7, 2009
LOW BUDGET PR: The Fundamental Elements of Distraction and Reaction in Your Publicity Campaign
By: A.G. Fielder
Martial Arts author extraordinaire, Dr. Haha Lung mentions constantly that “well mastered tricks are techniques and half mastered techniques are called tricks.”
Aligned with this notion are the elements of distraction and reaction. While Dr. Lung equates both distraction and reaction as mental ploys or tactics used as subterfuge mechanisms in mental warfare you are going to apply distraction and reaction to your publicity campaign.
“How?” you ask. No worries because I am going to show you how to do so in such a way that will prove more than beneficial. It’s quite simple actually - that is - when you get right down to it.
There are several layers of distraction available to you within your publicity campaign. Your product is, of course, the main distraction but is it enough to get a solid reaction from your niche consumer? Probabely not, because if it was you wouldn’t be reading this article.
So, in comes the hype. That hype consists of any and all articles, interviews and press releases you can muster. It’s the buzz factor that serves as the element of distraction and causes the desired reaction from your niche consumer. And just what is that reaction? Sales, of course.
The distraction is what urges your niche consumer to buy your product - always reminding them of how your product fulfills an existing need that they have. I am willing to bet that you have been distracted by the hype of many products. A solid example of this would be an infomercial. That’s right - those scripted vignettes that tv watchers are constantly bombarded nightly. The next time that you see one study the hype that is used because it is the hype that distracts the consumer and triggers the need (or reaction) to buy the product. Studying this technique will bring you a plethora of niche rich publicity.
Martial Arts author extraordinaire, Dr. Haha Lung mentions constantly that “well mastered tricks are techniques and half mastered techniques are called tricks.”
Aligned with this notion are the elements of distraction and reaction. While Dr. Lung equates both distraction and reaction as mental ploys or tactics used as subterfuge mechanisms in mental warfare you are going to apply distraction and reaction to your publicity campaign.
“How?” you ask. No worries because I am going to show you how to do so in such a way that will prove more than beneficial. It’s quite simple actually - that is - when you get right down to it.
There are several layers of distraction available to you within your publicity campaign. Your product is, of course, the main distraction but is it enough to get a solid reaction from your niche consumer? Probabely not, because if it was you wouldn’t be reading this article.
So, in comes the hype. That hype consists of any and all articles, interviews and press releases you can muster. It’s the buzz factor that serves as the element of distraction and causes the desired reaction from your niche consumer. And just what is that reaction? Sales, of course.
The distraction is what urges your niche consumer to buy your product - always reminding them of how your product fulfills an existing need that they have. I am willing to bet that you have been distracted by the hype of many products. A solid example of this would be an infomercial. That’s right - those scripted vignettes that tv watchers are constantly bombarded nightly. The next time that you see one study the hype that is used because it is the hype that distracts the consumer and triggers the need (or reaction) to buy the product. Studying this technique will bring you a plethora of niche rich publicity.
Friday, May 1, 2009
LOW BUDGET PR: How to Write a Pitch Perfect Press Release
Hello All!
Just want to let you know that I'm a PR Expert on AllExperts.com. Below I've included an answer that is sure to help any entreprenuer when it comes to writing a press release.
Check it out!!
____________________________________________________
Questioner: Cath
Category: Public Relations
Private: No
Subject: PR Visit
Question: I would be grateful if you could let me have a few tips about writing a press release to invite editorial staff along on a holiday in order that they will write a review in their magazine/newspaper. Many thanks
Answer: Hi Cath!
Whenever you write a press release you need to concentrate on the 5 Ws (who, what, where, when, and why would they be interested).
Your press release should be quick and easy, let's say 3-5 short paragraphs max! Make sure that your header line or subject is catchy. Also understand that editorial staff will only write something if it benefits their publication/readers in some way. What kind of holiday? Why would they want to write about it? Step outside of your head when you write up your press release. Ask yourself if it's newsworthy? Then go into your 5 Ws.
Let's say, for the sake of illustration that you own a travel agency, and your goal is, of course to get a review in magazines/newspapers about your company, BUT to get new clients as well. (I'm not sure if this is what you're trying to do). Furthermore, let's say that your travel agency just made a partnership with Royal Caribbean Cruise Line and you have a new package (3 days/2 nights etc, etc) to offer your clients that is not selling like it should. So you work out a deal (barter) with the editorial staff of a small travel publication whereby they write a review of their overall experience working with your company in booking this trip.
Now you have something that is of interest to any editorial staff. So your press release would look something like this....
FOR IMMEDIATE RELEASE
Contact:
Your Name
Main Street Travel Agency
2000 Park Avenue
Washington, DC 20020
Phone: (202)555-2020
Fax: (202)555-2021
cath@mainstreet.com
http://www.mainstreet.com
Main Street Travel Partners Up With Royal Caribbean (this should be bold and centered)
The Weekend Sizzles with the sass of the Bahamas (this should be italicized and centered)
WASHINGTON, DC --April 30, 2009 - This is the most crucial paragraph Cath, because you are going to need to catch your reader's attention by introducing the who of your press release - this is a teaser paragraph. The who would be your company and this paragraph should be no more than three sentences. This paragraph can make or break you when it comes to the press because your reader needs to know why they should be interested.
Let your second paragraph feed off the first - the difference is that you should be writing in a funnel style, meaning that as your press release progresses, it gets more specific. Talk about your company a little more and introduce "the holiday" package let's call it the Weekend Sizzler.
This paragraph entices your reader. So it's more about the Weekend Sizzler, the 3 days and 2 nights at the such and such five star hotel in the Bahamas, the breathtaking views, and relaxing break from the monotony courtesy of Main Street Travel and Royal Caribbean. You need to put a quote in this paragraph discussing how incredible the package and the partnership are, i.e. "We at Main Street Travel are simply ecstatic about our new partnership with Royal Caribbean Cruise lines," said Director of Sales Cath Lastname in a recent interview.
This is a good wrap up paragraph where you summarize your main points and wrap it up. You can stick another quote in here as well. "Bringing a little slice of paradise to every customer, that's what Main Street Travel is all about," further added Cath Lastname.
If you have any credentials, or memberships you can list them here. If not leave this part out and end it.
For more information on Main Street Travel contact Cath Lastname at (202)555-2020 or go to http://www.mainstreet.com
###
(The number signs should also be centered and tell you that the press release is complete.)
I hope this helps. You can always look on the web for other templates or you can visit http://www.lowbudgetpr.org for more tips.
Just want to let you know that I'm a PR Expert on AllExperts.com. Below I've included an answer that is sure to help any entreprenuer when it comes to writing a press release.
Check it out!!
____________________________________________________
Questioner: Cath
Category: Public Relations
Private: No
Subject: PR Visit
Question: I would be grateful if you could let me have a few tips about writing a press release to invite editorial staff along on a holiday in order that they will write a review in their magazine/newspaper. Many thanks
Answer: Hi Cath!
Whenever you write a press release you need to concentrate on the 5 Ws (who, what, where, when, and why would they be interested).
Your press release should be quick and easy, let's say 3-5 short paragraphs max! Make sure that your header line or subject is catchy. Also understand that editorial staff will only write something if it benefits their publication/readers in some way. What kind of holiday? Why would they want to write about it? Step outside of your head when you write up your press release. Ask yourself if it's newsworthy? Then go into your 5 Ws.
Let's say, for the sake of illustration that you own a travel agency, and your goal is, of course to get a review in magazines/newspapers about your company, BUT to get new clients as well. (I'm not sure if this is what you're trying to do). Furthermore, let's say that your travel agency just made a partnership with Royal Caribbean Cruise Line and you have a new package (3 days/2 nights etc, etc) to offer your clients that is not selling like it should. So you work out a deal (barter) with the editorial staff of a small travel publication whereby they write a review of their overall experience working with your company in booking this trip.
Now you have something that is of interest to any editorial staff. So your press release would look something like this....
FOR IMMEDIATE RELEASE
Contact:
Your Name
Main Street Travel Agency
2000 Park Avenue
Washington, DC 20020
Phone: (202)555-2020
Fax: (202)555-2021
cath@mainstreet.com
http://www.mainstreet.com
Main Street Travel Partners Up With Royal Caribbean (this should be bold and centered)
The Weekend Sizzles with the sass of the Bahamas (this should be italicized and centered)
WASHINGTON, DC --April 30, 2009 - This is the most crucial paragraph Cath, because you are going to need to catch your reader's attention by introducing the who of your press release - this is a teaser paragraph. The who would be your company and this paragraph should be no more than three sentences. This paragraph can make or break you when it comes to the press because your reader needs to know why they should be interested.
Let your second paragraph feed off the first - the difference is that you should be writing in a funnel style, meaning that as your press release progresses, it gets more specific. Talk about your company a little more and introduce "the holiday" package let's call it the Weekend Sizzler.
This paragraph entices your reader. So it's more about the Weekend Sizzler, the 3 days and 2 nights at the such and such five star hotel in the Bahamas, the breathtaking views, and relaxing break from the monotony courtesy of Main Street Travel and Royal Caribbean. You need to put a quote in this paragraph discussing how incredible the package and the partnership are, i.e. "We at Main Street Travel are simply ecstatic about our new partnership with Royal Caribbean Cruise lines," said Director of Sales Cath Lastname in a recent interview.
This is a good wrap up paragraph where you summarize your main points and wrap it up. You can stick another quote in here as well. "Bringing a little slice of paradise to every customer, that's what Main Street Travel is all about," further added Cath Lastname.
If you have any credentials, or memberships you can list them here. If not leave this part out and end it.
For more information on Main Street Travel contact Cath Lastname at (202)555-2020 or go to http://www.mainstreet.com
###
(The number signs should also be centered and tell you that the press release is complete.)
I hope this helps. You can always look on the web for other templates or you can visit http://www.lowbudgetpr.org for more tips.
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