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The pr-online.com Team

Content management - are you ready?

In a world where

• Twitter users generate over 2 million daily tweets. 2,200 new tweets every second.
• The average Facebook user creates 90 pieces of content each month. More than 30 billion pieces are shared monthly, an average over 7 billion a week.
• Google takes in over 8.5 billion monthly search queries to find relevance in it all.

So, how do you get your message through? Media these days has changed it's form. It has changed from a classical information to a media mix with social media, codes, comments and anyone with a mobile device and a browser can start publishing. We release information, 24/7.

The way we review content has changed. It is not the black and white newspaper article anymore, we now have the choice between text, photos, graphics, audio, video and code.

The boundaries of pr are becoming fluid between using the tools of social media such as a facebook app and customer service such as 'like' and contests to spread the message.

The Focus wrote "We discuss brand strategy, media planning, creative development, social media, news calendars that guide PR, plus all avenues to get employees behind corporate and brand programs.

Content is in the center of it all.".

New ideas, leaders and content approach is emerging to connect content with community. News have always been content, in a 2D format (newspaper, magazines etc. ) but now the content has become 3D that lets the user decide how to view it.

10 worst PR nightmares - and their fixes

I came across an article this week, that was originally written by Jennifer Nichols’s article on Ragan’s PR and answered by integratePR. I find it to be very intertaining and if one of the situations ever happend to you - very knowledgeable.

One – You mail merge a pitch to the wrong media list:

This one is especially scary since most of us send several pitches per week, and constantly juggle many specifically tailored media lists. There are two ways to rectify the situation, the first of which of course is to immediately send a follow-up email to the addresses that received the message in error to disregard the previous item. It is important to claim responsibility for the situation immediately in order to move forward and maintain the relationship with that media professional; contacts that you have a close relationship with may be more understanding and even those with whom you are not as close will appreciate saving them the precious minutes they would have spent assessing the pitch.

The second part of fixing this flub is of course, sending the pitch to the right list. As most pitches are timely, do not fixate on the mistake, but take action to ensure that the information is still sent to the right media.

Situation Two – Your big placement is canned due to huge breaking news:

In this situation it is important to assess the importance of the news that has pushed your coverage aside. Is it a major snowstorm that has stranded thousands of civilians? Has a major world power fallen to a country’s rebels? Whatever the reason, the journalists in charge of the publication had sufficient reasoning to move your restaurant’s opening to the back burner.
Of key importance in this situation is to remember that it is all business, never personal. Calling/Emailing a rude message will not help the situation and will certainly not guarantee a solution other than getting blacklisted with the publication in question.
You should however, get in contact with your source at the publication and ask two things: 1.) Inquire as to whether they can run your placement at a later time in the day or 2.) Whether there is any chance for coverage the next day. Just remember, they are not scrapping your news for something unless it is truly necessary. They may need to place breaking news in the spot and with the nature of the news being very timely; the space for the next day may already be taken up. If they are unwilling/cannot add more space for the next day, try your best not to burn your bridge with this contact, and do your best to explain to the client the reasons that the breaking event took precedence – in the event of a major catastrophe, they may have already heard the news of the day and be more understanding about the missed or delayed coverage.
If there is a way to reformat your pitch to tie it into the news that follows, you may be able to get some press at a later time.

Situation Three – A press release is issued with the CEO’s name misspelled and all the URLs are dead

This is a relatively easy fix; the key here is to plan ahead to make sure you are abreast of the situation as soon as it happens. You can do this by checking over the pitches you have just sent, especially when they are URL-heavy (which we don’t recommend in the first place as this has a bigger chance of getting caught in SPAM filters). It is key to find this mistake before the recipient notices or even worse issues incorrect coverage. As with the first situation, you must accept culpability for the error. Sending a message of apology that is clear and to the point along with the correct and live copy will ensure that the problem is quickly settled.

Situation Four – You wake to find a cover story featuring all your competitors

It’s horrible to feel as though you’ve been left out of the loop. Perhaps it is a restaurant publication that lists the Top 5 new eateries in town that you have not been informed about. Definitely do not slam the article or call in rage demanding that they do a re-count on this so-called “Top 5.”
We first recommend contacting your client to let them hear this from you, rather than the publication itself.
Then, we recommend sending over an email (in a cheerful tone) that indicates that you have seen that article and are also one of the newer restaurants in town and that if they would need additional sources the next time an article of that vein was in the works that you would love to be a part of it. This is a great way to introduce yourself or your client to this media professional.
Note also, that you should make sure that the coverage is good – no need to stress over an article that decries all of your competitors as the 5 worst places to eat in the city.

Situation Five – Crisis, crisis, crisis and no prepared plan of attack

A PR professional should never be without a plan of attack. It’s  what makes us professional, and if you don’t have this for your company, we highly recommend you start planning in advance, NOW.
However, when any situation turns foul, it is all hands on deck. It is important to pinpoint and contain the problem primarily so that you know exactly what kind of crisis you are dealing with. If the problem necessitates addressing the media, delegate a spokesperson that can keep a calm demeanor and ensure that there is no panic on the public side. Assign members of your team to different parts of the strategy, dealing with the press, talking with the client, discussing with future customers, etc.  Make sure that you constantly monitor the situation and even when the crisis has passed that you communicate what to do by giving updates on the aftermath as the dust settles.

Situation Six – No media show up for your press conference or media event.

First of all, are you exaggerating? Although it might not look like a press briefing at the White House, do your brand a favor and cater to the media that came with all of the courteousness that you usually bring. In PR you welcome anyone who offers up their time to see how much of your time you spent on putting together a press conference that rocks and you should proceed with the announcement even if you are talking only to the high school newspaper correspondent. If there literally are no cameras at your event, continue with the event as scheduled. Yes, it was important to get coverage, but the event probably has a greater purpose that made it newsworthy – a charity or cause that will benefit just by your participation. Yes you promised them coverage but do not forget that you are actually there to support.

Situation Seven – You accidently share a personal tweet on the corporate account

While it does get complicated with the multiple Hootsuite accounts you have linked to your phone you should never have this problem. If you have shared something completely inappropriate – sex, politics and religion are the three biggies that come to mind – it may be the best course of action to delete the Tweet. While a large part of this list maintains that you should claim responsibility, if something posted would offend the masses, it may be best to simply deal with the backlash of response to the post than to leave it up for more people to see.
If there is backlash, we recommend letting the client know of the mistake as soon as possible, as well as your plan of action to rectify this situation.
Simply explaining that the tweet was made in error and closing up the gap of time that people had to see it, will aid in the damage control process. If the Tweet in question is something that could be explainable and your audience may be receptive, send a follow up to “can’t wait, four more minutes till happy hour” with a tweet that says “looks like @johnsmith is really excited for the weekend, anyone want to meet us there?“
The important thing about this situation is response time. Twitter minutes include literally thousands of tweets and being timely about the mistake is a must.

Situation Eight – You lose cell/Internet service; what is a PR pro without access?

It is important to always remember to breathe. You are a very important PR professional/executive/business owner, but the Internet does stand-alone and time will go on whether your subway is caught underground or not.
Losing your head in a panic attack may lead to rash decisions that could yield negative consequences, so just remember to keep your head. Chances are that you are not alone on these projects, although you may ultimately have final say or make final approvals.
During a crisis, product launch, or moment where internet is crucial, we like to have a back up plan (whether that is an iPad with 3G service, a neighbor in our office with an external hotspot, or someone in another location (working from home for instance) that can be on call in case of emergency.

Situation Nine – An expensive PR stunt results in zero coverage

In this case, as above in Situation Six, it is important to go along with your stunt. If you have already spent the money, you can definitely post the stunt –without stats on who came – to the company’s blog along with great participation pictures. You also never know if people are running late, and you would not want to disappoint a reporter who would have come to an event with nothing to cover. Do some follow-ups with the outlets that you have contacted, explaining how great the stunt went and providing pictures and details should they decide to cover post-stunt.
Just because there is no live coverage does not mean that they will not run something as “What happened this weekend,” or something in a similar vein.
Unfortunately, you live and you learn and this is a hard one because even a PR professional extraordinaire cannot control everything around you (although trust us, we wish it wasn’t that way  ). Every experience that you have ultimately enriches the density of your PR savvy and as long as you learn from the event, it is never a complete waste.

Situation Ten – You have the wrong addresses listed on a media tour and your spokesperson is late to every interview
This is another situation where timing is key. When did you notice this? Hopefully on the first stop for the tour, so that you can send a corrected list to the spokesperson in question. Another important thing to remember is to contact the media person who is scheduled to meet with the spokesperson and to apologize for the inconvenience but that your spokesperson is running late. If that means that they will have to cancel the meeting, inquire on the phone if there are any questions that you may be able to answer for them over the phone so that you can still get the placement.

The things your website should have

I often suggest to be seen, be found and have others talking about you (preferably positive).

One of the elements you can use to connect with clients, customers, partners and media are websites. By now, you probably own your own site and are trying to keep it up-to-date. Here are the three basic elements your website should operate under:

Flexible, useful and dynamic.

What it means:

A flexible website is a website you can update yourself without professional help. You need to choose a content management system (CMS) such as WordPress, Drupal and Joomla. The advantage is that it is an open source model with many modules to choose from.

The purpose of your website is to inform your customers and clients and generate leads and sales. Make a goal how to convert visitors into buyers (sales funnel) by getting their attention and trust.

Your business is changing with new clients, products, services etc. This also means, you want to update the content of your website. Engage the visitors of your website, add new content, update your press room, pictures and blogs.

Start implementing these elements today and start engaging with your visitors.

Also read: Key Essentials for your website

Make an impression

People in the PR business know how much a solid network can make or break success in the industry. And this goes beyond whom you know—it’s also about who knows you.

Consider the scenario laid out by Bil Moore in this blog post. You meet, you shake hands, you consider a connection made. But is it really there? He makes an important point: Does the person you just met feel the same connection?

Think about what you can do to be the person who is known by your network. The one whose calls are taken and emails read. The one adding value to relationships. Basically, becoming a thought leader in your industry, without being the guy who speaks at every industry conference and writes a book every year.
Here are some things you can do to make sure people know you.

Follow up when you meet people. If you're introduced via a mutual connection, be sure to be the first one to reach out. If you meet at an event or connect online with promise of further discussion, make sure you follow through with what you've promised.

Share your expertise within your own company. That way, you’ll become known as a subject matter expert in your organization. People will want to work with you; they'll want your opinion, and when you make solid contributions to projects and help educate others, people will know you.

Check in with your clients. Do this even if you're not doing a project for them right now. Maintain the connection and keep things positive. Send an article or study their way with your summary of why you thought of them and how it's beneficial information.

Publish. You don't have to be a blogger, but find ways you might contribute content to websites or publications that are respected in your industry. People remember seeing a person's byline regularly.

Make introductions. One of the best ways to grow and nourish your network is to make introductions in which two people can benefit from knowing each other. Help friends find candidates for jobs they're looking to fill. Point your colleagues toward great bloggers or resources. Be willing to have coffee with a student looking to break into your industry and pass the impressive ones along to friends who might be able to help.
In the end, your network is only as strong as the people who are willing to respond. Do your best to meet the right people, keep in touch, and be someone worth helping when the need arises.

This is a guest post by pr daily.

Expand your network - one at the time.

The dictionary says: 'Referral marketing is a structured and systematic process to maximize word of mouth potential. Referral marketing does this by encouraging, informing, promoting and rewarding customers and contacts to think and talk as much as possible about their supplier, their company, product and service and the value and benefit the supplier brings to them and people they know.'

The key of using referral marketing is having a strategy in place that helps you to predict how many referrals you can expect and the quality of your contacts. This is no different that with any business strategy. You set a goal and determine how to reach it. The key is to create an atmosphere of opportunities that is not sorely sale based.

I always like to ask myself how I can add value to my contacts. This could be making a connection that is helpful for them, sending some information or like in this particular case, writing an article.

Relationship building is essential to benefit fully from referrals. And like any good relationship, it starts with communication and building trust.

Here are some tips to make the most of your networking time:

Don't try to market to everyone.
"Everyone" is much too broad to market effectively to. Businesses and individuals like to do business with people they know and trust.
Focus.Don't be a no-show at meetings or a passive observer. Get active. Go to meetings as often as possible. Arrive early to meetings and be slow to leave. Your goal: to be the first person everyone remembers and suggests when others ask, "Do you know anyone who…?"

Build your own network.
Look for other professionals who serve the same clients you want to reach and who can compliment you. Get together formally or informally to share business tips, referrals or leads.
Practice good conversation skills.I often watch business people who love to talk about their business. There is nothing wrong with that, unless they don’t care what YOU have to say.
Remember communication basics: Listen, yes, more than you talk; ask questions; be polite, don’t ignore others or don’t make a lengthy sales pitch.

Keep in touch with contacts you've made in the past.
Call to say hello or to pass along interesting information. Ask how projects they are working on are going, mention news articles you've seen about them, and congratulate them on any recent successes they've had. Make notes in a contact managing program such as ACT! each time your talk to a client or prospect. Remember, sales grow out of relationships.

Follow up on leads.
All the leads are worthless if you don't follow up on them. Make notes on the back of business cards to help you remember specific contacts. Make a phone call or send the information you promised.

Also read: What do to when the economy is down

Our site is 'under construction'

Hello everybody,

first of all, thanks for reading our blog. Without you, we wouldn't grow the way we do. We decided to design a new website where you can download slides, white papers and get supperior support - in a new superior design.

We appologize for any inconvenience this switch from old to new will cause.

Your ultimate Blog checklist

Web sites with a blog received 55% more visitors, 97% more inbound links and 434% more indexed pages than those that didn’t have a blog. Here are 5 things your blog should have:

1. CONTENT
Relevant and useful, interesting, thought-provoking, controversial, and entertaining.
Keep content topical, informative, and non promotional, check your grammar and spelling and organize your content.
Use a headline that draws attention. What a headline should not look like: read
Who is your target audience. You need to think about the type of person, on average, who you want to attract to your blog.
Who will be the one writing articles?
How often will you publish? – Plan or schedule how frequently your content will be published. Be consistent.

2. READER ENGAGEMENT
Call-to-Actions – Your blog should be lead generating. Call-to-actions can include: newsletter sign-up, eBook download or webinar registration.
Comments – Be sure to moderate your comments for spam.
Lists – People like to read posts with a nice, simple presentation of information.
Search – Give people the opportunity to find content easily and quickly.

3. INTERACTIVE MEDIA
Images – You want to think of images as supporting assets. 
Video – This is pretty much the same as with images.

4. SUBSCRIPTION OPTIONS
Email – People like options. So give them the option to subscribe to your blog via email.
RSS – This is a standard feature for blogs. 
Social Media – Give people the option to share your content. Have the icons display alongside your blog posts. 

5. MEASUREMENT
Javascript - You should be using some kind of tool for the purpose of tracking traffic, which means you will have to copy and paste some kind of javascript code into your website for that tool to track that information.
Analytics – Look at page views, links, comments and where content was shared.

Also read:
Things to know before launching a blog
Answers to common objections writing a blog
7 Reasons for Blogging


Picture by creative syndicate.

Newspaper headlines gone wrong

People say, a headline makes or breaks the article. Chances are higher that with a catchy headline more people will read your article.

Here are some newspaper headlines gone wrong.

• Couple slain; police suspect homicide
• Kids make nutritious snacks
• County to pay $250,000 to advertise lack of funds
• Utah Poison Center reminds everyone not to take poison
• Federal agents raid gun shop, find weapons
• Crack found in man's buttocks
• President wins budget; more lies ahead
• Local high school dropouts cut in half
• Typhoon rips through cemetery - hundreds dead
• Man struck by lightning faces battery charge
• New study of obesity looks for larger test group
• Statistics show that teen pregnancy drops off significantly after age 25
• One-armed man applauds the kindness of strangers
• Fish need water, Fed says
• Astronaut takes blame for gas in space
• Alton attorney accidentally sues himself
• Plane too close to ground, crash probe told
• Miners refuse to work after death
• Juvenile court to try shooting defendant
• Stolen painting found by tree

• Two sisters reunited after 18 years in checkout
• War dims hope for peace
• If strike isn't settled quickly, it may last a while
• 17 remain dead in morgue shooting spree
• Something went wrong in jet crash, experts say
• Police begin campaign to run down Jaywalkers
• Drunks get nine months in violin case
• Eastern head seeks arms
• Prostitutes appeal to religious Leader
• Failed panda mating - veterinarian takes over
• British left waffles on Falkland Islands

Tell us what you think or if you have come across similar headlines.

Things to know before launching a blog

You are planning to start a blog. Great. Here are some things to consider before you start:

1. Set time aside

Blogging requires frequency and commitment. You should think about how frequently you want to blog and how much time you need per week to write. Then set aside that time and stick to it.

2. Build a network

Your blog has a greater chance of succeeding if you have a larger community to share your content with. Plan to build up a a reader base before launching your blog.

3. Keyword research

Do some research, so you are targeting keywords that will bring in good qualified traffic to your site.

4. Think of subjects

Keep an eye on the news in your field to use is a an interesting article later.

5. Set up RSS/Subscriber feeds

If you want to grow your business blog you need to build a subscriber base.  Think about how readers can subscribe to your blog.

6. Ways to promote it

Think about ways to promote your blog.  Will you tweet your articles or include them in your company newsletter? How often? How about sharing them social media sites?

Also read:
Answers to common objections writing a blog
7 Reasons for Blogging

36 Blogging terms to know

• Alternative text/tag or attribute - An alt tag is helpful to both users and search engines should the image not fully render. Alt text is a word of phrase that describes an image on the web.
• Anchor text - Used to anchor a URL to some text on a web page. When users view the web page in a browser, they can click the text to activate the link and visit the page whose URL is in the link.
• Article - Article and blog "post" are frequently used synonymously.An article is one single post on a blog.
• Author - The name associated with the person who wrote a blog post.
• Avatar - a photo, graphic or image that represents you across blogs and other social-networking sites.
• Blog - This is short for web log or weblog. Frequently it's a type of website or part of a website. Blogs are usually maintained by an individual or group of people. A personal blog or business blog will traditionally include regular entries of commentary, descriptions of events, or other material such as photos or video.
• Blogger or Blogging - The person who writes for a blog is referred to as a blogger, and the act of writing for the blog is known as blogging.
• Blogosphere - This refers to the collective community of all blogs and bloggers on the Internet.
• Blogroll - is a blogger's list of links to other blogs the read or support.
• Category - Category and tags are frequently used synonymously. Though often times a category (in terms of hierarchy) is the top level definition and a tag may be a more specific classification beneath that. 
• CMS or Platform - This is short for content management system. It is a software program that allows you to add content to a website more easily. HubSpot for instance has a CMS through which you can manage your website pages, landing pages and blog.
• Comments - The opinions of your readers left in response to a blog post. This is a useful way for you to connect with your audience. It's recommended to freely give users access to and make it easier for them to connect, which usually means not monitoring comments for approval and only deleting truly offensive comments. If negative comments come up use this as an opportunity to proactively share your knowledge and respond back positively.
• CSS or Stylesheet - This is short for Cascading Style Sheets. Written in HTML this is commonly used to style web pages. Styling options including page layouts, colors and fonts are typically preset to help control cohesiveness and an overall professional look and feel for your website and/or blog.
• Directory - A blog directory is a website that lists blogs, usually ranking them by their popularity and ordering them by subject or category. It's a good idea to add your blog to directories to help generate more relevant traffic, especially when you are first getting started.
• Favicon - This is the small graphic, typically your logo or other representation your website that appears in a browser's address bar, favorites or bookmark lists.
• Feed - This is a news feed used for providing users with frequently updated content. Content distributors syndicate a web feed, thereby allowing users to subscribe to it in RSS reader or via e-mail.
• Header - This is the top part of your blog, appearing before any pages or posts. Headers generally include items such as logos, taglines, and navigation menus, which are meant to set the tone or theme of your blog.
• Hyperlink - Used synonymously with the word "link", this is clickable content within a web page that takes the user to another page, website, or within part of the same page. The text that comprises the hyperlink is referred to as the "anchor text".
• HTML - This is short for Hypertext Markup Language, the language used to write web pages. Most HTML elements are written with a start tag  and an end tag , with content in between.
• Keyword(s) or Keyphrase(s) - These should be used as a topic generator. Picking keywords is the process of determining what topics are most relevant to your target audience or buyer persona and crafting content around those topics. They should be used in a strictly creative sense for structural composition, reasoning, and comprehension, and should showcase your knowledge in a given field.
• Meta Description - Your description should be a short description of that particular page or post. It's a great opportunity to place some very targeted content for your audience to see on the search results page. A good description is approximately 2 sentences (no more than 150 characters) using your target keywords, phrased to cause a person to want to visit your site.
• Meta Keywords - These have historically been the most popular and well known element describing content of a web page. Search engines, however, quickly came to realize that this piece of information was often inaccurate or misleading and frequently lead to spammy sites. As such this tag is no longer followed by search engines.
• Meta Tags - A comprehensive term that is comprised of meta titles, descriptions and keywords. These three items together are what are referred to as meta tags. The tags are elements that provide information about a given web page, most often to help search engines categorize them correctly.
• Meta Title or Page Title - The Page Title is the phrase that shows in the blue bar at the top of your web browser when the page loads. The page title is also the bold text that shows up on a search results page when you rank in a search engine.
• Permalink - An address or URL of a particular post within a blog.
• Redirect - Used to specify an alternative URL and in order to redirect the user (or search engine) to a different location. The most commonly used redirect is a 301 permanent redirect, which is applied when you change the URL of a page. To ensure that people, who have linked to or bookmarked that old page/URL, can still get to the updated page/URL.
• Robots - Commonly filed as robots.txt, which provides information about a given Web page, most often to help search engines categorize them correctly.
• RSS - Short for Really Simple Syndication, a means by which users can subscribe to a feed, a blog feed for instance. Because content is published in a frequent basis subscribing makes it easier for users to follow content and updates.
• Sitemap - A public directory or index of sorts to help users easily access pages of your website. Basically this is a page on your site where you tell users about key pages of your website by listing them in almost an outline format and then linking to those internal pages. This makes your content easier to find by users including search engines.
• Social Media Sharing - Your content should not exist in a vacuum. Give people the opportunity to share your content for you. A lot of platforms have this built in or at least available as an add-on. There are also tools like sharethis.com or addthis.com that make content sharing easy.
• Subscribe - Your blog should have multiple means through which users can subscribe to your blog content. These should include email and RSS.
• Tag or Tagging - A tag is a bit like a category in that it is another way of classifying blog post. It is a word or set of words that help define what the post is about.
• Title or Subject - The title of your page is frequently an H1 tag.
• URL - is the address of a piece of information that can be found on the web such as a page, image or document.
• Widget or Module - Areas of your website that are uniquely designed to stand out and commonly found in the side bars of your website (left or hand side of a page). Within a CMS these are easily interchangeable sections that often provide links, call to actions or other helpful resources.
• .XML Sitemap - A file you can use to publish lists of links from across your site. This is easily generated and there a lots of free tools out there to help you generate this sort of file. Sitemaps do not guarantee all links will be crawled, and being crawled does not guarantee indexing. However, a Sitemap is still the best insurance for getting a search engine to learn about your entire site.

Also read:
Answers to common objections writing a blog
7 Reasons for Blogging

SEO for press releases

Public Relations is not what it used to be. It is more and more about inbound lead generation that proves the value of the content that is being promoted.

Today public relations can be affected not only by the people you know, but also by search engines and social media. In order for PR professionals to be successful, they need to think as writers, marketers, SEO experts and business development strategists.
A lot has been talked about SEO and it seems like many companies are doing it. Meaning, optimizing their online content so that search engines find it and make it searchable by people, looking for your services.

Before I explain the SEO usage for press releases I like to give a 'refresher definition':

'Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific (...) search engines.'(1)

PR has moved into a content management job that can more and more be found online. Here are a few examples: Website content, blog content, online press releases found in the media section of your website, twitter updates, e-newsletters etc. Many of these tasks that used to go out by mail. Billions of companies are online and take their information into the net. In order to stand out, they all compete for visibility. That's when good SEO comes into play.

Let's concentrate on SEO for press releases.

A regular press release can net results for your business for a short time, an SEO press release can use the Internet to your advantage. If you use SEO, your company’s website has the potential to rank high in search engines like Google.

The difference is that a SEO press release is using keywords. Google is picking up on keywords in your article. The more times your website is associated with those keywords, the more likely an Internet user will stumble upon it while searching.

When we write a press release for our client, we consider these keywords. We want to make sure the keyword usage is full enough to catch Google’s attention.

A good ratio is to keep the keyword density to around 3% (or less). It is also crucial to figure out which keywords will be the most effective. Using niche keywords can set you apart from the companies who use more common keywords. Your site may not rank on the first page for the keyword “software,” you might be able to be found in a more specific approach under “QR software”.

When writing a press release, we write it with consideration. It should find interest among its readers of the publication. That's not always on the Internet. As a result, you can’t exactly put links, pictures, and videos on your press release.

An SEO press release is made for the Internet. You can add links, embed videos, insert charts — anything you would do on a website.


(1) Source: Wikipedia

Also read FREE pr tools you can't ignore

Answers to common objections to starting a blog

Here are some common objections people have about blogging:

• I don't have anything to say. It is similar to classical public relations. Let others know you are out there and what you are doing. Use new hires, expansion, modifications or your knowledge to gain trust and respect. It is free PR. More and more savvy small businesses are catching on to the value of blogging.

• I don't want to driving more traffic to my website. Blogging is about more than just driving traffic to your website.  Blogging is about creating awareness and sharing what makes you unique. You target the clients who are interested in what you are having to say.

• I have enough clients. This might be the case right now, but what about in one or two years? You also might want to choose the kind of client you like to work with. You can do this by increasing potential clients and which will increase the quality of your client-base and improves the quality of your business.

• I don't have time to do all the social media stuff. Determine where your clients are and which social media they are using. pr-online.com doesn't use facebook for example. Write an article here and there about what makes you different. Give visitors of your website some free advice, show them you care, give them insight into your business. This is not always possible with a website. A blog gives you the possibility to elaborate. 

 Also read: 7 Reasons for Blogging

7 Reasons for Blogging

Hello everyone, we are starting with a series of blogging tips. Register for free by following our blog via email or blog subscription to make sure you don't miss anything.

1. Each blog post is a public demonstration of your knowledge.
2. Engage in a dialogue. Make sure readers will have the option to comment on each article to share their opinion. Communication is a 'two-way street'.
3. Get found. Blog articles are an SEO opportunity. Write blog posts targeting niche keyword phrases that are likely to draw highly qualified prospects.
4. A good blog offers value. Blog articles get read because they are interesting, informative, and not  sales-focused. If readers link to your blog - your blog and site is getting more traffic, which translates into more sales leads.
5. Blogs will tell people more about you.
6. Blogs can be used as a 'behind the scenes' tool. Through a blog, prospects will get a sense of your company’s people, culture, and vision.
7. A blog is good pr. It gives you a different media stream to use and it is not censored by editors and writers, but they can choose and pick the information they are interested in.

Read tomorrow: Answers to Common Objections to starting  a blog
Read Wednesday: 40 Blogging terms to know

Read Thursday: Things to know before launching blog

Read Friday: Checklist - How to start a blog

Read in the next weeks:

• Where to put your blog
• 8 Beginner mistakes and how to avoid them
• 10 Ways blogging helps with your marketing plan
• Recipe for Business Blogging Success
• 5 blogging best practices
• How to create a successful blog in no-time
• 4 Business Blogging Lessons from Google's Chief Blogger
• Blog pr tips
• 5 Types of Posts to Feed Your Business Blog
• 5 Types of Blog Content That Encourage People to Link Back to You
• Free links to promote a blog
• 8 awesome ways to market a blog
• Ways to measure the success of your blog
• Guest Blogging: How to Approach It

Choosing the perfect business name

Name consultants are paid millions each year to help decide what to call a company.

To test out a company’s name, first ask if it possesses these qualities:

• Simple –  one easy-to-understand concept
• Meaningful – customer instantly “get it”
• Imagery – visually evocative, creates a mental picture
• Legs – carries the brand, lends itself to wordplay
• Emotional – empowers, entertains, engages, enlightens

Then scratch the name if it’s got these deal-breakers:

• Spelling-challenged — you have to tell people how to spell it
• Copycat – similar to competitor’s names
• Random – disconnected from the brand
• Annoying – hidden meaning, forced
• Tame – flat, uninspired, boring, nonemotional
• Curse of knowledge – only insiders get it
• Hard-to-pronounce – not obvious, relies on punctuation

Also read: Finding you calling Part 1 and Part 2 (link)

New team member

A customer friendly website is part of any communication strategy.

Anahita Meshksar is joining our team after two months of starting pr-online.com

She studied Web Application Development and Design in British Columbia Institute of Technology. She is part of our team as a skilled web developer with solid knowledge in design and develop web interfaces, layouts and site graphics. Contact Anahita for your webproject, a new website or the redesign of your existing one.

http://www.pr-online.com/team.html

How to deal with your pr agency

When looking to hire a public relations or social media agency, most companies approach it in one of two ways: They view it as a means to selecting a supplier that can execute programs, or they hire a strategic partner they can trust to act as a fully integrated part of their internal team.

To ensure the long-term success of a client-agency relationship, it is really important to set expectations early on how you will collaborate, not only with the agency but with your internal team.

Successful collaboration occurs when a client and its agency exercise their creative muscles together and are seen as trusted partners. It fuses strategic planning and off-the-cuff discussions, and encompasses a non-linear route to arriving at a shared vision.

As a small-business owner, it’s imperative to join forces from the beginning – keeping communication channels open and executing campaigns that reflect teamwork and passion.

Consider these tips for getting the most out of your agency:

1. Include your agency at the ideas stage
I have found that great ideas can come from anywhere. Too often, PR and social media agencies are brought into the strategic-planning process too late. A best practice is to bring in all of your agency partners early for the brainstorming and then assign the program development and execution based on the competencies of all agencies. Don’t limit the thinking process by creating silos. Instead, create collaborative partnerships that drive integrated thinking.

2. Evaluate the variables
In a PR environment, numerous variables exist on a daily basis. You never know when an opportunity, issue or crisis will arise and turnaround times are tight. On-boarding your agency early with deep dives into your business and introductions to key decision-makers.
Spend enough time with your agency on-site, touring your offices, meeting your team and hearing about the vision and road map for your company. Ultimately, the only way to set them up for success is to fully integrate your agency into your team in the same way you would a new employee.

3. Engage senior leadership early
It’s important for agencies to work with senior executives in order to understand a client’s objectives and goals. Senior leaders often possess the experience, business acumen and high-level vision and insight needed to provide agencies with an effective briefing, and offer early direction that makes the process move faster.
An upfront briefing with senior leaders reduces costs and inefficiencies later, and fills in the gaps where key information may be absent at lower management levels.

4. Create regular check-ins and provide constant feedback
Your agency relationship should be managed the same way you would handle a top performer in your organization. You want to set clear goals early on, and create environments for two-way dialogue and ongoing feedback. At minimum, senior teams should be meeting quarterly and have open discussions about what is, and is not, working.

In the first quarter, there will be a lot of learning, and both parties need to be patient and open to feedback. As the relationship strengthens, the feedback will happen more often and in more informal settings, but never stop doing the quarterly check-ins.
For small businesses, treating agencies as trusted, integrated team members and embracing collaboration are integral processes that move ideas along faster. This will help break down silos, inspire creativity and plant the seeds for great ideas.

source: The Globe and Mail

The most productive day of the week is...

Tuesday.

Several surveys among corporate executives show that the most productive day is Tuesday.

On Monday office workers have too many meetings and email to catch up on, but people knock down the most items from their to-do lists on Tuesday. Hump day and Thursday are pretty productive, but come Friday weekend plans and early dashes for the door make for less stuff getting done. Has today been your most productive day of the week? Let us know in the comments.

Here is some advice for maintaining a high level of productivity throughout the entire week:

• Make a plan. Spend 10 to 15 minutes at the beginning of each day mapping out your desired accomplishments. Prioritize the tasks that are most important to the business.
• Sharpen your focus. People are more productive when working for an extended period in the same mental mode, as opposed to changing gears frequently. Try to cluster tasks that require similar effort or resources in the same time frame.
• Limit distractions. It can be tempting to review e-mail each time a message arrives. However, unless your job requires an immediate response, it's often best to check your inbox periodically throughout the day.
• Don't delay. Even peak performers occasionally put off working on unpleasant or overwhelming assignments.
• One effective way to overcome procrastination is to break a project into smaller, more manageable tasks.
• Recharge. Taking short breaks throughout the day can help you replenish your energy and fight fatigue.

 Also read '4 Ways to save time'

Getting started with twitter

Are you new to Twitter and just set up a new account? Here are some tips that get you started:

Set up your profile and think of who you would like to follow. These can be your friends, competition or desired clients. Follow them and observe how twitter works for a while. Re-tweet and get a feel for twitter.

Organize your tweets with HootSuite or TweetDeck.This can also help you monitor your tweets, monitor keywords, manage multiple Twitter, Facebook, LinkedIn, Foursquare, Ping.fm and WordPress profiles etc.

Be polite and respond. Or answer questions. Or say thank you for following. You get the 'picture'.

Track your links.
Use a URL shortener like bit.ly or goo.gl. This will make it easier for others to re-tweet your tweets.
If you like to follow different sites with one subject, create a list. This way you stay organized. You could call your list 'journalists', 'eco-companies', 'local experts', etc.

Follow people who follow similar interests.
And follow their followers. This will increase your list of followers as well.

PR for Non-profits Part II

Ten Non-Profit Public Relations Tips:

1. Make sure your public relations plan is in line with the organization’s long-term strategies.
2. Keep your volunteers, staff and donors well informed of your organization’s activities.
3. Maintain a clean and updated donor data base.
4. Have a key volunteer and staff person trained as a media spokesperson.
5. Create or update a crisis communications plan.
6. Become an information resource for the media.
7. Pitch story ideas about your cause.
8. Clearly define and communicate the organization’s objectives and results.
9. Create co-marketing opportunities.
10. Spend time getting involved in your organization’s programs and its recipients. This will stimulate creativity and provide you with direct experience that you can translate to external audiences.

PR for Non-profits Part I

Raising funds for a charitable cause is truly a selfless effort, but one that needs a public relations strategy to be successful.

With thousands of registered charities, how can a non-profit stand out from the rest and communicate information in an effective way?

 

 

First, the staff and volunteer leadership needs to be educated about the value of public relations programs. It is important to underscore the connection between the public relations strategy and the organizational mission.

• Assess your public relations needs and tailor your plan accordingly.
• Prioritize your communications messages.
• Do you need to educate the public about a program?
• Do you need a call to action for volunteers or donations?

Make your strategy match your budget.
If creating one television public service announcement uses up your entire budget, it would be wise to first analyze if that is the most effective way to communicate your messages. This also is a good reason to create co-marketing activities with other non-profits or private organizations. This kind of partnering will increase the resources available.

Utilize the media (news story placement) as often as possible. The media is always looking for new and exciting people or stories to cover. Non-profits are full of human interest stories that the media would like to cover. Take the time to get to know the reporters that cover features and non-profit news and don’t hesitate to pitch them your ideas.

Communicate to leadership on a regular basis the results of the public relations plan, such as press clippings, audience exposure and funds raised. It is critical to measure and analyze the results of specific communications efforts so that you can improve upon or alter the effort as needed.

It is important to remember the majority of donors contribute to benefit the public good, and generally not for a direct benefit that may be received. It is this reason that a non-profit’s approach to a public relations strategy must differ from that of a for-profit organization.

 

Working from home - avoiding the pitfalls

As an entrepreneur, you can save money by setting up your business at home rather than renting or buying office space. Unless you’re running a retail-type business, most entrepreneurs can start from home. Then as you grow and your needs change, you’ll be in a better position to secure off-site space.

Structure is essential.
Not having to dress up every day, commute in traffic, be in the office by 8 a.m. and chained to your desk until 5 p.m. or 6 p.m. is nice. But structuring your day in a way that works for you is important, especially with all the potential home based distractions like pets, children, housework, personal phone calls and more.

Create your own work zone.
Even if space is limited in your home, a designated work area that is designated for your work can help you focus. This may be the garage, a spare bedroom or even a desk in the corner of the kitchen.

Know when to leave the office.
It can be tempting to do business 24/7. And while it’s an advantage to have instant access, it’s also a challenge if you have other obligations or responsibilities.

Keep one calendar.
An advantage of running your own business is the flexibility to run errands without asking the boss, or enjoying the sun on a nice day. But being focussed and keeping track on your work time is essential if you want to accomplish your tasks.

More Tips:

Get outside
Get dressed
Network

Finding your calling (Part 2)

5. There's a lot in a name.
Take your time picking out a name and logo. It should be easy to remember but unique. We picked pr-online because that what we do. Efficient PR that can be done over the internet by sending out emails and electronic press releases. We also have the '.com' in the name to remind people where to look for us.

6. If at first you don't succeed...
The nice thing about a business is the ease with which you can change direction, purpose, or speed. So don't hold on to an idea that turns out not to work. Try another. Eventually, one idea will be right for you.

7. Triple-check your work. Mistakes are costly — and leave everyone wondering what else you might have done wrong. Can you be trusted in the future?

8. Always do what you say you'll do, and more.
We always try to respond within the same day, often the same hour. Customers appreciate speedy service. When you have a problem, say, a deadline that can't be met, tell your customers right away. Say you're sorry with a discount — or a free gift. In fact, throw in extras even when you don't screw up.

9. Be accessible
To both existing customers and potential new ones. And remember, it's not just customers who count. Win the respect of suppliers and you'll get faster deliveries, plus valuable referrals. While no one drops everything to answer a letter or speak to every caller, do reply promptly.

10. Value your existing customers
80% of your business should come from 20% of your customers.

And:

Begin small, then grow slowly, and you won't have to put the touch on friends and family — or plead your case to banks or venture capitalists. If you start small enough, the only thing you'll have to fear is success. You won't need to spend a lot of time or money on: advertising, employees, insurance, stationery, business cards, logos, lawyers, bookkeeping, contracts, office space, or phone systems, to name but a few.

Read also Finding your calling - Part 1

8 Keys to success

 

 

1. Know your values
2. Grow yourself as a person
3. Be courageous
4. Surround yourself with good people
5. Embrace innovation and change
6. Be passionate
7. Take a stand for what you believe in no matter if it’s an unpopular position or meets resistance
8. Set personal and business boundaries

Finding your calling

Are you thinking of starting your own business? Here are some essential steps:

1. Start now.

Begin by simply giving the possibility of creating your venture some serious consideration.

2. Find a niche.

Your journey to entrepreneurial glory can’t begin until you have a product or service that people will pay for. Do you already know what your business will be? Great. But don’t rush to place a full-page ad in the newspaper just yet. If inspiration hasn’t struck, there are lots of ways to find it. For example, use the internet, scan the classified ads in newspapers, walk down Main Street — or through a mall. Pay attention to how others are making a living on their own, and tune in whenever you hear, “I wish there were someone I could call to ….” Then, make a list of things you know how to do.

3. Stop to look and listen.

Talk to everyone you know about your idea — but don't take everything you hear to heart. You'll get good advice, helpful insights, and a hefty dose of discouragement. Still, great ideas lurk in strange places, and disclose themselves when least expected.

4. Slow and steady still wins most races.

Set your sights on developing a modest "backup" source of income — not on creating a new corporate empire. Micro-mini businesses expose you to micro-mini risks.

Read more tomorrow in our Part 2.

Are you frustrated yet?

I had a conversation with a local business the other day. They complained about not being mentioned in any of the local magazines or newspapers after hiring a consultant who said they were able to do fill their needs.

What happened:

1. The press release was over a page long with missing key points of what the business is doing, how and  why.
2. The press release was not in the right form
3. A plan with goals and objectives was missing
4. A strategy was missing
5. A personal approach to the media was missing
6. A timeline was missing

Guess what happened? Not much. Only one mention that was not targeted to the audience the company wanted to reach.

You can understand the frustration of this business owner and the hesitation to pay another consultant.

My tip:

Make sure the person you hire is a PR consultant. You can't afford one? You can't afford not getting one if you want to make a positive impact in the media and have people recognize you and your business/service.

Not a graphic designer, web designer, marketing expert or your neighbour who assured they can do it for a small fee. This small fee will buy you frustration, unability to trust any experts and the loss of the money you spent. You will potentially end up doing it yourself (that's where you were before).

Key essentials for your website

What do your site visitors want most of all from your site?

LET ME SEARCH
I want a search box, plain and visible, preferably at the top of every page but definitely at the top of the homepage. If you don’t have a site search, you can get a great free search tool in phpDig.

TALK TO ME
Company contact information belongs on every page, preferably in the footer. The footer area should also tell me a mailing address, a fax number and not merely supply a link to a contact page. Think: single-clicking! One click to get where you most want to go should be a navigation goal.

HELP ME
You can add online help to your site through Live Chat. Of course, you have to make an employee available to respond, even if only a few visitors click the icon. Surely, someone sits at a desk during the day. Think how important they will feel.

FEED ME
I want to know what your company is up to and what new products you have that will benefit me. Send out an RSS feed of new information or products. If you’re not into coding, try one of several free Open Source apps to generate RSS from your Web site.

4 ways to save time

1. Write it down.
Jot down everything from ‘buy dog food’ to ‘build vacation home’ before processing it into a set of lists.

2. Break it out.
Too many to do lists are composed of complex projects that say little about what should eb done next.

3. Do it now.
If a task can be done in two minutes, do it right away.

4. File it away.
A good filing system, both for paper and emails is essential.

Want more business? Join a group.

Working alone or in a small business, it’s easy to feel isolated. Joining organizations helps you become part of a larger business world, whether it’s being part of an industry or part of your local entrepreneurial community.

If you’re looking for the name of an attorney or graphic artist, trying to find a supplier, or just need advice on how to handle a problem or price your services, you’ll find people who can refer you to these sources based on their own experience.

Many groups, especially entrepreneur and industry associations, provide valuable information and training. They can help you stay on top of current trends and sharpen your skills.

Of course, it’s ideal if you get clients or referrals as a result of joining an organization. But if that’s your only goal, you’re likely to drop out fairly quickly.

If you want to get the most out of an organization, don’t just go to one or two meetings; attend regularly, volunteer, serve on a committee. That’s how people will get to know you and how you’ll make the best contacts.

8 ways to cut costs starting your business

1. Get free advice from a successful mentor who’s already been through the first stages of starting a business.
2. Have your business plan drawn up for free by submitting your business to an MBA class.
3. Barter strengths with other business owners.
4. Get low- or no-cost advice from a university-affiliated Small Business Development Center.

5. Hire a virtual secretary.
6. Hire college interns to help with the small tasks.
7. Give the illusion of having more than one location by renting office space on an hourly basis.
8. Enlist the help of your support network.

as seen on Entrepreneur

We are 'green'

We are committed to a clean environment. Our office is almost paperless (hence pr-online) and we have our website hosted with a provider that is powered by 100% renewable energy.

What to do when the Economy is down

A down economy is challenging for every business. Now there is a study out that shows that consumer are paying less attention to new product launches when the money is tight. This is especially hard for emerging businesses, according to a recent survey.

This study showed that out of 1,000 consumers 69 percent could not recall a single product launch this year.
What does that mean for your business?

You need to worker harder to grab your customers attention. How do you do that? You either start putting your dollars into advertising or you start making a communication plan that includes a strategy for building a reputation and trust in your service/products and company.

• Set aside time to set your communication goals.
• Look at your budget.
• Look where your customer are.
• Determine what medium you are going to use.
• Plan how to measure your communication success (what worked, what didn't work).
• Eliminate what didn't work.
• Do more of the things that worked.

Remember:
Contact the media at least once a month for the reasons I described at the beginning.

can you afford to have an ad running every month? A medium ad can cost you $200-$2000 (depending on the magazine or newspaper).

The same amount can get you into six and more magazines when doing PR. It also builds your reputation to have someone else talking about your business other than yourself.

If you decide to need help in getting your word out, don't hesitate to contact us. It's our business.
http://www.pr-online.com/

9 tips for public speaking

1. Know your material.
Pick a topic you are interested in. Know more about it than you include in your speech. Use humor, personal stories and conversational language – that way you won’t easily forget what to say.

2. Practice. Practice. Practice!
Rehearse out loud with all equipment you plan on using. Revise as necessary. Work to control filler words; Practice, pause and breathe. Practice with a timer and allow time for the unexpected.

3. Know the audience.
Greet some of the audience members as they arrive. It’s easier to speak to a group of friends than to strangers.

4. Know the room.
Arrive early, walk around the speaking area and practice using the microphone and any visual aids.

5. Relax.
Begin by addressing the audience. It buys you time and calms your nerves. Pause, smile and count to three before saying anything. ("One one-thousand, two one-thousand, three one-thousand. Pause. Begin.) Transform nervous energy into enthusiasm.

6. Visualize yourself giving your speech.
Imagine yourself speaking, your voice loud, clear and confident. Visualize the audience clapping – it will boost your confidence.

7. Realize that people want you to succeed.
Audiences want you to be interesting, stimulating, informative and entertaining. They’re rooting for you.

8. Don’t apologize for any nervousness or problem.
The audience probably never noticed it.

9. Concentrate on the message – not the medium.
Focus your attention away from your own anxieties and concentrate on your message and your audience.


By toastmasters international.

More tips on pr and communications at http://www.pr-online.com/

Send us your questions

Send us your PR questions and we will answer a selection of them in our next blog. You can stay anonymous if you wish.  info@pr-online.com

9 ways to run your company

Public Relations can do a lot for your business, it can bring you new customers, build trust to current customers, gets the word out and raise your reputation. As PR professional, my team and I stand behind your company as if it is our own. We care and want you to succeed. Here are 9 tips that get you ahead:

1. Make mistakes.
You won't like it but you will learn from it, analyze them and eliminate them.

2. Your business is YOU.
This one addresses start-ups and small business owners. Be true to yourself, like what you do and do what you do well. Treat your customers and the people you work with like you want to be treated.

3. Offer something other people want…
and in many cases need. You don’t just follow your passion unless your passion produces something other people will pay for. PR can help you explain your product or service to the public, with an objective and fresh view.

4. Plan
Have a business plan - even if it's only two pages. Keep adjusting it, changing and adapting - because the market is ever changing as well.

5. Don't spend money you don't have
Unless you know it is a ROI (Return of Investment).

6. Invest in business growth
Sit down and think what would help your business grow. Is it an accountant that could do you bookkeeping more effective and in less time than you? Is it to let others know you exist (hint, hint) or is it a part-time staff to answer phones and do other administrative work that keeps you from running your business?

7. Put growth ahead of profits
Invest in product or service quality, branding and marketing - after you know that the cash flow comes first.

8. Hire wisely
After you start your company, you will likely do most of the work yourself. Once you grow, take your time to find the right people that share your values and combine them with their expertise. Don't just hire to keep them occupied. Make sure they give you back the time you used to spend on these tasks and you can now use to grow your company.

9. One big family
Make sure you have a positive and dynamic atmosphere in your company. We have seen lots of companies where the employees refer to the management as 'they' instead of seeing the company as a team. We have coached business owners in internal communication with the goal to have everyone saying 'us' and 'we'.

Do you like our blog and like to read more? Feel free to subscribe to this blog.

6 FREE pr tools you can't ignore

Building trust by keeping your customers is important for business growth. You might have the time to do your own PR or want to save some money (PR is probably more affordable than you think, not doing PR is costing you more money).

Here are some inexpensive ideas for your DIY pr campaign:

Press Releases
If you or your business has something newsworthy to say, you should submit a press release to all offline news sources. You can also submit press releases online, which can see your business name mentioned in a variety of online news sources. Press Releases are also great for Search Engine Optimisation as they can become ranked in the Search Engines in their own right.

Blogs
Another cheap option to boost your brand, your marketing and your public relations is to use a blog. Blogs are a great way for you to connect directly with your target audiences, as well as provide instantaneous feedback.

Forums
Web Forums are another great way for business owners to network with customers and potential business partners. They are a great way to network and to build your reputation as an expert.

Articles
Submitting articles to online article directories are great for Search Engine Optimisation and for building your expertise. If you provide valuable information, you will get great click through rates, and back links to your main site can help boost the ranking of your main site in the search engines.

Search Engine Optimisation
Build back links through directories, submit articles and have blogs to make sure that your main sites appear high in the Search Engines. Make sure you do proper keyword research to ensure that you are actually appearing for results that people are searching for.

Web 2.0
Social Networking sites such as linkedIn and twitter can be a new and vital way for you to network with potential customers. Web 2.0, and user generated content can be a great way to boost your business.

Guest Blog by Hamish Johnes

check out our website: http://www.pr-online.com/ for more DIY tools or request a free quote if you need some PR help.

Christmas is NOW

If you have a service or product to sell that could be used as a christmas gift, now is the time to get your public relations ready.

The consumer is starting to spend Christmas money in October and considering that a press campaign takes about 3-4 weeks, now is the time.

The money is not sitting as loose as it used to after recession and lay-offs and consumer are more informed and educated about what they plan to spend their money on.

Make sure you are getting into the game now - before your competitors are sending their press releases to the media.

Many magazines and newspaper are now collecting interesting articles about new products and services for their Holiday issues (and there is only so much space reserved for it).

If you are selling to businesses - many corporate departments projecting their budget needs now for 2012. If there is still money in the budget, they need to spend it by the year’s end.

Bottom line:
If you want to be mentioned, get your pr in place to be ready. Don't wait until November when the media is already filled with precious mentions and the dead-line has closed.
The same is valid for Radio or TV interviews, reserve time now in the media calendar.

We can help you with all your pr needs. React now to request our services.
Request a free quote http://www.pr-online.com/

The right pitch to the press

Find a good subject line

A good subject line can often 'make or break' reading the rest of your press release or landing in the 'delete folder'. Try to be short and to the point as you can.

Opening Sentence

Another important point how to make sure your press release is getting some attention is the opening sentence. Make it as interesting and compelling as possible to readers who want to know more.
This is your chance to tell the reader why the subject is so interesting and why they want to read the rest.
Read more on our website if you need some help. http://www.pr-online.com/

Try to get peoples' attention and tell readers how they will be affected by what's in your press release.

Main body

The body of the email is your chance to explain in more detail what your company, service or product is doing and its benefits. Readers wnat to be educated by what you're offering.
Take your opening sentence and break it down the 5 'w-questions' Who, What, Where, When and Why.

The secrets to land a free media coverage

When submitting your press release to the media, you need to develop a number of different stories to pitch to a different media outlets because each media source has interests that are specific to it. That's the secret to a successful PR campaign.

One of the biggest mistakes companies make when launching a PR campaign is that they approach the media as one huge unified organization. 

Develop your primary story and modify the pitch to meet the needs of each magazine, newspaper, radio show and TV outlet. 

Is there a trend story connected to your product? How about testimonials? What is the story behind the product?

After you've developed your stories your next step is to create an appropriate, targeted media list.  Now combine the two, match the various pitches to the appropriate media outlets. Listen to what they need.  Do some research and gain insight into their stories. Create compelling stories, a targeted media list and a strong pitch.

6 right ways for initial contact to the press

You've got a story for your business - congratulations. Now it's time to contact the press about it. How do you do it?

1. Choose the right publication when distributing your press release. Pay attention to the tone (are they technical, casual, business oriented etc.)
2. Since you are sending a press release and not an ad, you need to talk to an editor, not an advertising manager. This is very important since the advertising department is eager to selling you ad space.
3. Find out who the right editor for your article is. Almost every magazine or newspaper has their specific editors (sport, business, culture etc.)
4. Editors often work with a tight deadline and are in a time crunch. Make sure you know what you want to say, be brief and convincing. It is important to build trust but be sensitive about the editor’s time. Offer to phone back if it’s an inconvenient time.
5. Give an editor enough time – max. two weeks to process your story or more for a special feature or monthly publication.
6. Start a database with the name of the publication and contact details of the editor,,phone number, email etc. Make sure you keep this information updated.

The preferred way of getting information to the editor is a press release. If you need help, check out our Do-it-yourself tool on our website http://www.pr-online.com/diy.pdf

 

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