When it Comes to Successful Marketing…Coverage in Newspapers and Magazines is Crucial!

Successful companies will tell you that editorial coverage in newspapers and magazines should be a vital part of your marketing strategy. With the majority of Americans using print media as a key source of information and entertainment, they would emphasize the power of print coverage for generating leads and/or acquiring new customers.

Every drop of ink is truly invaluable.  Whether your products are editorialized about or mentioned in national magazines or weekly newspapers, print exposure provides a legitimacy and credibility that can’t be matched.

The challenge, though, is gaining the attention of inundated journalists.  But, if you know how to reach journalists with a strong pitch AND your products solve a problem for their readers - you can wind up with a potential grand slam on your hands.

Here at EMSI, we are “news junkies” and are perpetually devouring the news in search of current events that we can tie to our clients’ messages.  It all comes down to writing in the style that attracts the attention of journalists and reaching the right ones to gain the broadest response.

Since we’ve been pitching media for nearly 20 years, we are seasoned pros at this.  In fact, here is what two journalists from major publications have told us:

“Working with EMSI makes my job at The National Examiner a pleasure.  They have great clients, terrific follow-up and a team that gives their all to make things happen!”

“I believe I have published every press release you have sent. Your releases are so well written (which I love) that I have found little or no need to edit. I run them as you send them.”

In the past few weeks, our keen ability to capture the attention of journalists has resulted in interviews for our clients.  Here’s a snapshot of some of the major news outlets we’re working with:

Associated Press

Readers Digest: 37,291,332

Parenting: 8,661,756

MSN Money: 6,063240

Ebony: 5,835,928

The Street: 2,455,186

(figures represent the readership of the publications)

The best part is that our one-time flat fee for our print campaign is unbeatable when you compare it to the monthly retainer that other firms charge.  

If you would like to learn more about how we can get your company and products in front of thousands of targeted newspaper and magazine journalists, contact my partner Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Talk to him today to see if your company qualifies!

August 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Press Release, Print, Public Relations, Publicity, Publicity Advice | No Comments

Are Stores Calling You to Order Your Product On Their Shelves?

Are you having to fight to get into new stores and at the same time battle for prime shelf space?  Here’s an inside tip about how to turn the tables in the battle for shelf space in retail outlets.  It’s called “reverse distribution.”

“Reverse distribution” is a name we’ve coined to describe the phenomenon in which customer demand results in stores calling you to order your product for their shelves.

Let me share this story from one of our clients, Stephen Grubb, President of SoyNut Butter Company.  He said:

 “The media exposure you got for us resulted in kind of a reverse distribution process.  In other words, instead of waiting for stores to carry our product, this publicity campaign created such demand that stores are calling us to order our products — just to satisfy their customers!”

Let me use talk radio as an example since you may already be familiar with its value as a marketing tool.  You’re probably aware that recent ARBITRON reports show that news/talk stations consistently rank first in market share among persons 18 and older.

And based on a demographic survey published in Talkers (a talk radio industry publication) concerning the talk radio listener, “ …talk radio listeners are diverse, mature, educated, attentive, active and affluent….”

That’s why talk radio is such a dominant marketing tool, and why being featured as a guest is a leading way for you to market your products to a targeted audience.

For nearly 20 years we have been booking our clients not only on talk radio shows but national and local television shows as well.  We are successful in booking a high quantity and quality of interviews because we understand the media’s needs and only provide them with interesting topics and reliable guests who know how to capture their audience.

And, best of all, our fees are not based on a monthly retainer (as is standard in our industry) instead they’re based on performance!

Using publicity as a marketing tool, you can drive customers into their local stores to request your products.  So, if you’re interested in finding out how this PR strategy might apply to you, call Steve at 727-443-7115 x 202, or e-mail him at steve@emsincorporated.com .  

August 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Public Relations, Publicity, Publicity Advice, Radio, Related PR, talk radio | No Comments

Promote Your Products to Millions of Consumers

Like many companies, the current economic slump may be forcing you to slash your marketing budget drastically. With a high demand for income, companies are employing new methods to generate quality leads and drive traffic to their websites.

One successful method is online marketing which has become a hotbed of activity in the promotion and sales of products.  To survive in this “technology obsessed” marketplace, companies are not only fine tuning their existing websites but are also developing ecommerce sites and blogging to gain online visibility - in addition to using the “old” stand-by of online advertising.

But, with millions of websites in existence and staggering numbers of products being sold over the internet (rather than the brick and mortar stores) promoting your company and products online has become yet another marketing obstacle to overcome.

While search engine optimization (SEO), podcasting, vid-casting, blogging and social media marketing are all great online promotional tools, there is still the challenge of how to drive people directly to your website or to an online retail outlet to purchase your products.

And this is where publicity becomes more valuable than ever before.  Publicity is a classic promotional tool that is (and always will be) your direct path to potential consumers.  Imagine having live conversations with tens of thousands, and in some cases millions, of people telling them to check out your website and order your products online!  What could be better?

For nearly 20 years my firm EMSI has seen first-hand how the power of publicity can result in more website hits, increased online sales and overall heightened awareness for companies and products.  But don’t take my word for it…here are some unsolicited testimonials from clients who have harnessed this power:

“After my national TV appearance we had a record number of visitors to my website. Of course this means great sales online and a huge number of people added to my data base for future sales!” Dr. A.W. Martin

“After last night’s interview I received over 400 hits to my website so far!” Howard Ruff

“Shortly after a radio interview my ranking at Amazon greatly improved.  Seeing the needle move so quickly is direct evidence that talk radio is the most affordable and effective way to promote.” Joe Graedon

“My website and blog are blowing up!” John Lenhart

Even better?  We don’t charge costly monthly retainers.  Instead, we work on a pay-for-performance basis with our talk radio and television campaigns.

If you are interested in getting your company and products exposure that could generate results like these, then call my partner Steve at 727-443-7115, Extension 202 or email him; steve@emsincorporated.com.  Ask him how we can help promote your online presence today!

August 8th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity, Publicity Advice, Radio, Television, talk radio | No Comments

If a Product Gets Zero Publicity - Will it Ever Be Purchased?

There are millions of products hitting the market annually, which means that there are millions of companies competing for the very same attention of the American public that you are.

The bottom-line reality of business success is that if the American people don’t hear about your product or see it advertised somewhere, it will be roughly the same as if your product never existed at all.

That’s how important publicity is for your products…and you can get the power of the media working for you right away.

The good news?  It doesn’t have to cost you a fortune!

My company has specialized in arranging media interviews for our clients for nearly 20 years. And what’s really unique about us is that our clients only pay for the radio and TV appearances we arrange.  In other words if we take you on, (and yes, we’re very selective!) you’re guaranteed to be interviewed as a guest on top quality shows!

In the world of PR, we’re called a “pay-for-performance” firm.  There are not many like us out there.  The majority of PR firms charge a monthly retainer. The way that works is they bill their clients every month for their “best-efforts”, regardless of whether they’re able to arrange any media interviews.

One of our clients, Renata Rafferty, an expert on philanthropic giving, recently responded to a journalist’s request for information about “pay-for-performance” PR firms.  She was kind enough to send me the letter she wrote and I wanted to share it with you so you have more familiarity with your PR options.  She said:

“I had a great chance to compare having a traditionally-compensated PR agent with a pay-for-placement agent.

I first worked with a traditionally-contracted PR agent.  When she started sending me draft releases and kit materials, it was clear she had no clue what I was all about, and worse, had no clue how to create a hook for producers or editors.

Well, she totally bombed — not a single gig.  So, I took the unusual step of finding and paying an agent on my own.

For years, I’d received really compelling direct mail pieces from EMSI, a pay-for-performance agency. They were the only PR agency I knew anything about, so I called them.  I had never heard of pay-for-performance, but it sure sounded good.

I signed an agreement for a set number of radio interviews. Within one week, they had lined up two dozen top-market and syndicated-show interviews to take place over the upcoming month.  Most were call-in interview shows, with ten-minute spots on major market drive-time shows (e.g. Chicago and New York).

So I decided to sign with them for some TV placement as well, and indicated the types of shows I needed to be on.  I was booked on major shows on Fox News, CNN, Bloomberg, MSNBC, and Canada’s version of “Good Morning, America,” among others.

Well, in my experience over the years, I’ve come to believe that you do not offer your PR services on a pay-per-play basis unless you KNOW you are exceptionally good and will deliver.  It’s a financial risk to the agency that, to me, speaks of their confidence and track record.

Anyone can get paid for unproductive effort — and the worst of retainer firms care only about stringing you along with promises of “we’ve just laid the groundwork — now is when the calls start coming back — so please sign for another three months.”

I will NEVER go with a retainer-based agency again.  I will gladly pay for performance and let the agency carry the risk.

BTW, I have stayed with the same agency for 9 years now and I am happy to tout them every chance I get — Event Management Services (EMSI).  I’ve received tons of media over the years.  And I do owe it all to EMSI.

Respectfully,

Renata Rafferty”

So…whether you have a new product to bring to the marketplace or create increased awareness for your existing products we can help you.  We know how to compete successfully for the limited radio and TV opportunities out there. That’s what we do, day in and day out.

Please call my partner Steve Friedman at 727-443-7115 extension 202 or email him at steve@emsincorporated.com and he’ll tell you - in a no-pressure, no-obligation sort of way - about our “Pay-for-performance” PR program.

August 8th, 2008 | Posted in FAQs, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Public Relations, Publicity, Publicity Advice, Testimonials | No Comments

Is Your Book Targeting Both Genders?

You talk to a lot of people about your book…but do both men and women hear you in just the same way?

The answer is probably no.

It’s not a question of chauvinism, sexism, or any other “ism,” for that matter. We’re just geared differently. And the more you know about these key gender/marketing differences, the more books you’ll sell. It’s that simple.

So consider these differences the next time you do a radio, TV or print interview to promote your book.

“Just the Facts, Ma’am” Versus Telling the Whole Story

According to the great “Marketing to Women” book by Martha Barletta, a book I often refer to, men tend to strip propositions down to the “nuts and bolts,” to the bottom-line reasons for buying or not buying. And the faster they can do that, the happier they are. Think of this as a sort of Dragnet, “just the facts, Ma’am,” buying philosophy.

Women, on the other hand, tend to be more information driven. You could say, the more information, the better-almost the opposite of men. Martha Barletta says women are looking for “the Perfect Answer.’ Now I realize this is a generalization-and there will always be loads of exceptions to any “rule”-but women tend to want more “surrounding” data than men do before acting.

You might try testing the above research in your next interview-talk about your book in “headlines,” outlines and shorthand if you’re selling to a predominantly male audience, but tell as much of the whole story as you can if you’re selling mostly to women.

And, as I wrote before, if you’re speaking to both genders, blend the two approaches. Decide ahead of time how to present the nuts and bolts case as well as the “inside scoop.” Maybe begin a new interview direction by doing a quick outline that covers the basics, the facts, then launch into stories that flesh out the topic…and just repeat that formula until the interview is over.

There’s another thing you need to know about marketing your book to men and women. 

The Value of Warm and Fuzzy

 If you’ll forgive another seeming cliché, women tend to care about the things they buy. Here’s what Barletta wrote in her book:

“Remember that women’s gender culture is geared toward empathy rather than aspiration.” She goes on to write about a hypothetical SUV ad campaign that might have particular appeal to women-it wouldn’t talk in terms of “our 270 horsepower engine” but instead of our “4,000 pound guardian angel.”   

Simply put, if you’re doing media interviews to promote your book, you will be talking to a split gender audience, so it’s vital you know how to tailor your message to both men and women for a successful campaign.

Remember, if we can help you promote your book by scheduling interviews for you on radio, TV and/or in print, don’t hesitate to call. Contact Steve at 727-443-7115 ext. 202 or email him directly at steve@emsincorporated.com.  Also, please visit us online for more information by clicking here.

Find out why New York Times bestselling author Earl Mindell said, “Event Management is the best in the business.”

Also, despite these various appeals to women, don’t make the rather large mistake of “going pink.” That’s when companies make an obvious “women-only” appeal. It doesn’t work. Women will only consider it corporate patronizing and end up resenting you.

July 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Press Release, Public Relations, Publicity, Publicity Advice, Related PR | No Comments

Four Tips To Get Talk Radio Hosts Interested in Your Product or Service

Talk radio interviews are one of the bases of a potential sales homerun.  In fact, they’re custom-made for companies who want quick, affordable national exposure for their products or services.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your product or service at the grass-roots level?

* Reach America’s greatest urban markets - Boston to LA - from the comfort and convenience of your own home?

* And, talk directly to customers and customers-to-be?

Many companies understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about - get a feel for the rhythm of it.  Most of all - get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie in your product or service to them.  Look for controversy or big names, big money or even relationship issues…these are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle that’s newsworthy means you might even be able to get on the air with your product - we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your product or service. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug during the interview.

TIP #4/ The Right Press Release Formula 

Nothing is more important than the press release itself - it’s your key to the media’s door.  The quality of our press releases have everything to do with our success in booking guests.  You want to make sure your headline is enticing - it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

If you need help - give us a call.  Scheduling talk radio interviews is second-nature to us. For nearly 20 years now, we’ve been booking 50 to 100 radio interviews virtually every week for clients. Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.

If you want professional representation to the media, call my partner Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  We’d love to help you!

July 23rd, 2008 | Posted in FAQs, Free Tips, Marsha Friedman's Public Relations Tips, PR, Press Release, Publicity, Publicity Advice, Radio, talk radio | No Comments

Four Tips To Get Talk Radio Hosts Interested in Your Book

Talk radio interviews are one of the bases of a writing homerun.  In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets - Boston to LA - from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about - get a feel for the rhythm of it.  Most of all - get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money or even relationship issues… These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel - we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4/ The Right Press Release Formula 

Nothing is more important than the press release itself - it’s your key to the media’s door.  The quality of our press releases have everything to do with our  success in booking guests.  You want to make sure your headline is enticing - it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

If you need help - give us a call.  Scheduling talk radio interviews is second-nature to us. For nearly 20 years now, we’ve been booking 50 to 100 radio interviews virtually every week for clients. Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.

If you want professional representation to the media, call my partner Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  We’d love to help you!

July 16th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Have You Started Work on Your Fall Book Promotion Yet?

The scramble for this fall’s book promotion is about to get underway.

Whether you’re a new author, new publisher, or just someone who’s been in this business a long time, you probably understand the reality here.

With nearly 300,000 books published every year, it takes real know-how and promotional intensity to make sure your book stands out from all the other new books being released.

You need that promotional intensity because, with deep pockets, your competition is very serious about how they play the book promotion game.

So, in order to win, you need to know two basic rules.

Rule 1: The Media is Your Best Path to Consumers

The big publishers know the value of great media exposure and what it can mean to the success of a new book.  The game to win is getting on the air and in the news, as soon and as often as possible….and ahead of everyone else!

Considering that fall is a prime publishing season, you need to get a jump-start on your competition - preparing your materials and creating your media strategy NOW.  Why?

First: RIGHT NOW, every book publicist and publicity department at publishing houses have their strategies defined and press materials in progress, or in many cases, in place.

Second: What many book marketers don’t realize is that there are a finite number of media opportunities available for guest interviews.  It’s not like buying advertising time to promote your book where your money is all that matters.

Third: There are a finite number of media opportunities for specific topics! Let’s say your book is about real estate investing, and there’s a similar new book just released from the big boys. Since the morning news shows are slated to only do a couple of stories, at most, about your topic, the race is on to secure those slots. Whether it’s just you (the author) or a big publishing house, it will still come down to who got to the producer first with the best pitch.

Rule 2: Know the Media Timelines

Timelines are how long it usually takes for each of the different media to “bring you to the public.” For example:

1.  Magazines. They have the longest lead time-monthly publications often schedule 3 to 9 months “out.”

2. Book Signings. If book-signings are part of your strategy-and they should be-even if only on a local level — you need to work these well in advance of radio and TV.  Particularly if your book is a fall release. Competition for book-signings is fierce this time of year. If possible, we’ll start as early as 3 months in advance.

3. Local TV. We find it best to pitch producers 4 to 6 weeks in advance. Yes, some producers ask us to call back closer to the date our author will be in town… but even in this case, we’re still there first with our pitch and have hopefully left a positive enough impression to land the segment.

4.  Radio Interviews. Two weeks in advance is a good rule of thumb. Sometimes producers will want you sooner, but this depends on the timeliness of your topic.

5.  Newspapers. We pitch local newspaper journalists one to two weeks in advance, not earlier.  Daily papers are looking for “news” and unlike magazines they’re not planning as far into the future.

As you can plainly see, you need to start your campaign plans right now, right in the middle of summer. That’s the case whether you’re handling your own book promotion or hiring professionals like us to do the job.

And, if you are looking for professionals to help you-keep us in mind. For nearly twenty years now, we’ve been getting media exposure each and every week for non-fiction authors, publishers and a host of other clients.

The difference between us and many other PR firms is our slogan: Guaranteed Media Attention. We guarantee what we’ll do for you. If you pay for talk radio interviews, you’ll get the number of talk radio interviews you paid for.  If you want TV coverage, you’ll only pay for the TV appearances we arrange. Period.

Want to ensure your book isn’t shut out of this busy Fall season?  Call my partner Steve today on 727-443-7115 x 202 or email him at steve@emsincorporated.com.  But, don’t hesitate as the media opportunities will soon be filling up!

July 16th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Radio, Related PR, Television, talk radio | No Comments

Economic Downturn Slices Corporate Marketing Budgets

American companies are tightening their advertising budgets and finding new ways to entice customers amid nationwide economic woes.  MarketingSherpa’s 2008 “Marketing During an Economic Downturn” survey reports 60-percent of large companies are significantly shrinking traditional type marketing budgets this year.

“What happens is that the current economic crisis puts pressure on advertisers to save money and find more effective marketing channels,” said Karsten Weide, program director of Digital Marketplace and New Media at IDC.

While much of what is left of the marketing budget is being filtered into online media, traditional advertising like newspapers are facing the biggest dip in revenue in 50 years according to The Newspaper Association of America (NAA).

This advertising cutback is prompting many businesses to seek out cost-effective alternatives, such as PR, to build their small and mid-sized businesses into larger ones.

Although corporations may understand the power of public relations, many assume that a media-focused PR campaign is beyond their fiscal reach.  This comes down to the fact that most traditional public relations firms charge hefty monthly retainers without offering any guaranteed results.

Yet, when it comes to PR the results are all that matter.  Executives are demanding more bang out of every buck, with none of them wanting to pay for pitches that don’t pan out.  At the end of the day, executives and decision makers need to know that their financial investment will be rewarded with a measurable return.

None of this is news to Marsha Friedman, CEO of EMSI (Event Management Services Inc.).  A pioneer in pay-for-performance PR, her firm has been delivering guaranteed results for their television and talk radio campaigns for nearly twenty years. To her, there’s nothing “trendy” about it.

Friedman says, “While most PR firms want to be paid for the entire campaign procedure, the philosophy of our firm is to only get paid for the media exposure we obtain.  We developed a fee structure based on the delivery of radio and TV appearances, which forces daily focus on the end result instead of the process.  Let’s face it.  In this economy, when it comes to PR, clients are hungry for tangible results.”

A growing number of marketing departments and CEOs across the nation are sitting up and taking notice. In these critical economic times, marketing dollars are a precious commodity and must be invested wisely.

July 16th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, PR, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Television, talk radio | No Comments

The Five Pieces of the Press Release Puzzle: Part 1 of a 2 Part Series

I thought you might enjoy reading an article I wrote which was published in the February 2008 issue of PMA (The Independent Book Publishers Association).  Since the article was lengthy, I’ve split it up into two parts so that it is easy to read.  This is part one:

Most people seem to believe they can write a press release, mail or email it to a radio or television station, and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down the door, they make a few phone calls only to discover that no one even read the release.

The following are components of radio and TV press releases that will make your show idea come to life for producers and hosts, and also position you ahead of the pack.

1.      Headline! Headline? HEADLINE!!!

Arguably the most important aspect of your press release, headlines are so vital that entire books and seminars are dedicated to the art of constructing the most effective ones.  Now, don’t let this scare you.  Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.

Write down your show idea and look it over.  Now look it over again, remembering that it should be an idea for an interview that relates to your book but most definitely not a summary of the book’s theme or content.

What is your key message? Is your show idea newsworthy? Are there any well-known people you can tie into your topic?  Do you have any impressive statistics that are relevant?  Does anything controversial tie directly into your subject?  The answers to these questions will help you develop a headline that will capture the attention of producers and hosts.

First and foremost, your headline must instantly communicate the topic of the show.  The test is, if you can envision what the conversation will be about just from the headline - you’ve got it!

Generally, headlines should be no longer than one sentence.  As this is a lot of weight to put on a single sentence, sometimes you will need a subhead to support it.  The result is that anyone who reads the headline and subhead together will immediately click on the concept of the show.

Here are two examples of the successful headline and subhead combination:

Global Economic Chaos?

Expert Reveals Predictions on Grim Future of US Economy

Are Personal Conflicts Ruining Your Life?

How to Successfully Resolve Squabbles in Everyday Life

2.      Topic Summary

This is your chance to present a concise summary of your show topic.  It should continue naturally from the headline and expand on it.  The headline gets the attention, and the discussion topic gives the reader more.

The discussion topic component of your press release should be two or three sentences, tops.  Again, try to tie your topic to current events, big names, big money, or controversy.  Don’t be worried about repeating yourself in different sections of the press release. After all, you want to get a cohesive point across!  Tip: Try writing the headline and topic summary together.

Here is an example of a headline with a topic summary.  Notice the bolded words and how they tie the two together.

Global Economic Chaos?

Expert Reveals Predictions on Grim Future of US Economy

The United States is about to move into a period of major economic chaos and poverty that will wake up people to overthrow the rule of money in society in a ballot-box revolution.  Let an internationally renowned expert reveal predictions on the grim future of our economy.

3.      Talking Points/Question

These are an absolute must for radio and TV because they are the shaping tools that guide the host through your topic.  Often, hosts read directly from press releases during an interview.  This not only makes them look knowledgeable; it saves them heaps of time.  So why not have them ask you questions you’ve created, enabling you to get your specific message heard?  This makes you look knowledgeable and makes for a great interview!

Yet again, you will need to tie in current events and any controversy that will stir interest.  Generally, it is good to give no more than 7 or 10 of these conversation shapers.  For instance, here are a few questions that were used in a release for a radio show on “How to Find the Perfect Pet for Your Lifestyle”:

• What are the primary reasons people decide to get a pet?
• What criteria should people follow when choosing a pet to make sure it fits into their lifestyle?
• What can families do ahead of time to determine what type of pet is best for them?
• How can families prepare children for the responsibility of caring for a pet?
• What are some of the things people need to consider before adopting a puppy or other young animal?

If you do get invited as a guest, your interviews will generally last anywhere from 10 to 30 minutes for talk radio and 3 to 5 minutes for TV.  So, concise is a word you should keep in the forefront of your mind.

Remember: The more you focus your questions on the topic of your book, the more interested listeners will be in it.

Well there you have it: the first 3 pieces of the press release puzzle!  Coming up: the final two pieces.

In the meantime, if you are interested in learning more about how we can get your non-fiction book the media attention that it deserves, please call my partner Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Nothing beats a real-life conversation!

June 27th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Positioning, Press Release, Public Relations, Publicity, Radio, Related PR, talk radio | No Comments