Filed under: Tip of the Day, Uncategorized
Salespeople, dontcha just wish you could be better at everything?
Well, now you can! Thanks to Advantages magazine’s June article titled “How To Do Everything Better Guide” now you can be all that you ever wanted to be, and more!
— Want to be a wine expert for you next client dinner?
— Need tips on how to create an effective product video?
— Looking to ramp up your return on investment (ROI)?
— Befuddled by that darned Twitter bird and want to know how to tame it?
It’s all in here, plus so much more! So what are you waiting for? Become better at everything now. And in the meantime, here’s a little teaser on how to get better press:
HOW TO GET BETTER PRESS
“More than ever, news releases have become tools used to communicate directly between your brand and your clients and prospects, as well as a way to captivate the interest of reporters and editors – the gatekeepers to traditional and online media outlets,” says Dick Pirozzolo, founder, Pirozzolo Company Public Relations.
- CHOOSE GOOD SEARCH WORDS. The people you are trying to reach likely have set up Google searches to receive e-mails alerting them to news that matters to them; include the search words prospective customers would use to find you on the Web in every release. Also, include your website URL and the URLs of any authorities quoted in the release, and post the release on your website. Pirozzolo says it’s also a good idea to create a virtual newsroom apart from your website as a go-to source for journalists to get any of your company news, access to experts, video clips and high-resolution photos.
- DON’T RUSH IT. Too many PR pros boast how quickly they can knock off a news release. Pirozzolo once spent a month on a single news release touting the health benefits of wild blueberries. “We wrote and rewrote and revised more times than I care to think about,” he says. Ultimately, that one release launched a campaign that generated coverage in Vogue, in Martha Stewart Living (magazine and TV), on the cover of Time magazine, and in hundreds of major daily newspapers. “The impact of that single release came from thinking about what we wanted to say, not how fast we could say it,” he says.
- BE SPECIFIC. Read your press release about your new product, and replace the product name with the words “canned soup.” If the release still makes sense, then the language is too superficial and not specific enough to have much impact on journalists. Rewrite.
- WRITE HIGH-IMPACT SUBJECT LINES. Grab attention in the first four words of your subject line, or you have no chance, he says. Since the majority of news releases go out via e-mail, the subject line is the only shot to grab an editor. “Texting kills careers, study shows,” is a release subject line Pirozzolo’s firm used to generate press for a writing software company.
- LOOK OUT THE WINDOW. Keep tabs on what’s going on outside of your organization that relates to your news. Tie your release into the latest current events, and watch your release readership increase.