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

The Power of Publicity Series: Compelling Press Releases

Chances are that whether you are the owner, manager, or public relations director of a company, you are always looking for ways to be in the public eye.  While advertising is important, it doesn’t provide the credibility that PR can.  Al Ries, marketing guru and strategist says in his book The Fall of Advertising and the Rise of PR, “For most companies today, PR is far too important to take a backseat to advertising.  In many ways the roles are reversed, PR is in the driver’s seat and should lead and direct a marketing program.”

A smart way to apply Ries’s advice is to secure valuable publicity for your company by appearing as a guest on talk radio.  It’s a great vehicle for speaking directly to thousands (and sometimes millions) of listeners tuning in to hear what you have to say!  In the enthusiastic words of one of our clients Dr. Cass Ingram, “Our sales have grown into millions per year from talk radio interviews alone!  Regular, consistent radio publicity really works!”

Imagine that being your success!

Appearing as a guest on talk radio is a fantastic marketing medium, but if you are not media savvy it is difficult to know where to begin.  The first step would be to know how to write a powerful press release for this specific medium.

When it comes to press releases most people believe they just can write one, email it to a list of radio stations and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down their door, they make a few phone calls to the producers and hosts only to discover that no one even read the release in the first place.  So, all of that time and work goes down the drain bringing you back to square one.

How to Get Started

The most challenging part of writing anything is getting started.  Looking at a blank page with a head full of ideas can be frustrating.  Which one do I use?  Which one will get the response that I need?

The first step is to understand that you’re writing to radio hosts and producers who are inundated with press releases and phone calls every day.  They are looking for the hottest show ideas that their listeners will enjoy.

So, come up with a show idea.  Easy?  Well not necessarily easy, but it is your chance to flex those creative muscles.  Think about how you can tie your product, service or message to a newsworthy story that would grab the attention of a producer.  Think outside the box a bit…some of the best radio show ideas live there!

Now that you have your show idea there is something else to consider: why should a producer interview ME?  The answer is simple: Radio shows need experts, not unqualified guests sharing opinions.

And, you are an expert!  Think about it: who knows your product better than you?  You can talk about the problems your product solves with more knowledge and enthusiasm than anyone else out there.

With a good show idea that ties your message into the news — combined with your experience and expertise on the subject — you now have the tools to start working on a radio release that will get producers calling you!

For nearly 20 years my company has been arranging interviews for clients on talk radio, and as talk radio specialists we know to get the job done.  If you would like some professional help to arrange interviews for you, call Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com and find out about our guaranteed interview campaign for your company.

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

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

As I promised, here is part two of the article I wrote, recently published in PMA (The Independent Book Publishers Association):

4. Topic Overview

Once you have gained attention with your eye-catching headline, topic summary, and talking points, it is time to present your full show idea.  This is when to position yourself as an expert on the topic.

Do not write a sales piece here.  Write the show.  Work the author’s name, personal quotes, and book title into the overview.  Use the following liberally to build your topic and profile: statistics, testimonials, current facts, specifics from relevant news stories, and professional credentials.  Use anything that will interest the producer, the host, and their audience.  Try to limit this section to no more than a page; the ideal range is four to six paragraphs with no more than four sentences in each one.

A Topic Overview for the show on pets discussed earlier read:

For some people, “cute” is the only criterion they follow when choosing a new pet.  But deciding which pet to adopt based solely on the animal’s appearance can set new “pet parents” up for disaster.  After all, puppies don’t look quite so cute when they’re chewing your furniture!  Lack of foresight is one of the top reasons an estimated 6 to 8 million unwanted pets end up at local animal shelters each year.

Enter pet expert Dr. Diane Pomerance, author of the new book Pet Parenthood: Adopting the Right Animal Companion for You.  As a bonafide animal lover, she wants to help prospective pet owners understand how to make the best decision when choosing a new pet - and to recognize that adopting a pet is a lifetime commitment and responsibility that requires much thought and planning. 

“There’s no denying the attraction to a cute puppy or kitten,” says Dr. Pomerance.  “But people need to be fully prepared for what’s truly involved in caring for that animal.  Realistically speaking, they are bringing a child into their home.  If you don’t have the temperament, the schedule, or the space requirements to meet those needs, you should consider a pet that does fit your lifestyle.”

Another important factor that often goes overlooked is how children in a family will interact with a new pet.  Pets make wonderful companions for children and can help teach them compassion, responsibility, and respect for all living creatures, as well as boost their self-esteem.  But it’s important to determine ahead of time what type of animal best suits the household and what role each family member will take in caring for it. 

Money also comes into play when adopting a new pet.  Vet bills can be expensive, and upkeep for some animals can be costly if they develop health problems.

“The reality is, pets can be expensive and time intensive.  When you love your pet, obviously you want to provide the best care possible.  So it is important to understand the costs and responsibilities ahead of time when choosing your pet.”

5.      Biography

Oddly, this is the element people tend to forget, underplay, or overplay.  It is important to position the author as an expert.  You can cite a variety of qualifications - education, career, relationships, memberships, travel history, odd pets, and more.  If the book is about religion, for example, anything the author does that pertains to religion is applicable.

Two warnings: Sensationalizing and author’s credentials will immediately turn producers and hosts off; and simply rehashing a resume with bullet points is an absolute no-no.

If you take your time developing exactly what a book related interview segment will be about, and then put lots of thought into developing a press release that clearly reflects your planning, you will command more media attention.

Well there you have it: the final 2 pieces of the press release puzzle!  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.  We would love to hear from you!

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

The Power of Buzz Marketing

You hear from me all the time about the power of publicity and how it is a great, cost-effective method of creating “buzz” for your books, products or services.  But I want to share another tip: the importance of staying in the public eye.

Why?  Every year the American public is hit with nearly 300,000 newly published books and an endless number of products and services.  The point is that no matter what you sell or promote, you have fierce competition to contend with.  Your challenge then is to stay ahead of your competitors and continuously be in the face of your prospective customers.

How do I know this?  As a business owner for nearly 20 years, I know the effect that “buzz” marketing has had on my own businesses.  And, like many companies, without a large marketing budget my challenge has always been to think out of the box and find cost effective marketing solutions that keep my company and name in front of my audience.

Any “buzz” marketing starts with a little “Marketing 101.”  Simply put, identify your audience and then make yourself known to them - over and over again. But stay in front of them with quality information that will benefit them.

How do you do that?  I think you know my answer: THE MEDIA!  You’ve probably heard me say a million times that the media is the pathway to consumers… and it’s true!  How else can you gather a captive audience of thousands or millions at one time, who listen to you talk about your book or product for 10 to 20 minutes?  That’s some powerful buzz marketing.

But, it’s media exposure on a continuous basis that creates this “buzz”.  It provides credibility you can’t put a price on and at the same time, generates a valuable level of brand awareness.  And, unlike consistent advertising, on-going media exposure won’t kill your marketing budget.

Now don’t get me wrong.  I’m not suggesting that “buzz” campaigns will supply instant sales results.  I’m saying, if you are consistently in front of your customers with valuable information, eventually the “buzz” will bring them in.

Let’s stay in touch and of course call or email me if you need help with creating more “buzz” in the media!

June 19th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

No-Risk PR! Guaranteed Results on Talk Radio and TV!

What if you could get first-class publicity for your product on television and talk radio shows that deliver high audience numbers…with zero financial risk?

If you’ve ever dealt with public relations companies, you know many would just laugh at such a proposal.  You know there’s usually a steep up-front charge and monthly retainer fee.  Plus you typically have to sign up for a long contract - even though you don’t know whether they can deliver on their promises.

EMSI has a completely different approach to obtaining national media exposure for your company - using “No Risk PR.”

The risk is on us.  With radio interviews we guarantee that you will be booked as a guest on the number of shows you paid for…or your money back!  And with TV appearances you are only billed when we secure a confirmed date for you!

A client of our, Dr. Arnold Goldstein, founder of E-Z Legal Forms and best-selling author of numerous financial books said, “Dollar for dollar, EMSI’s talk radio campaign provided a far superior return than our advertising.”

Publicity can make or break your product promotion.  Marketing consultants, ad agencies and even other PR companies use EMSI because we deliver results.

And there is no time like the present to get your product in front of millions of consumers!  Call me today on 727-443-7115, Extension 202 or email me at steve@emsincorporated.com to discuss a GUARANTEED, NO RISK PUBLICITY campaign your product deserves.

June 9th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

How to Get Hometown Media for Your Book

As an author, you may have recently published a book.  In writing this title, you dedicated much of your time and passion in order to create a final piece of work that can be enjoyed by people everywhere!  But getting your book noticed is no easy feat.  In this crowded marketplace (there were nearly 300,000 books published in 2007 alone) you MUST take an active approach to let book buyers know that your book exists, on both a national and a local level!

While national media exposure for you and your book is ideal, there is great power in local media exposure as well.  By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on.  Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door.

Fortunately many local journalists and on-air personalities enjoy interviewing local authors and experts like yourself.  This gives you an upper hand in grabbing their attention, and you will also gain their support in spreading the word about your book!

If you want to create solid book “buzz” in your hometown, I would recommend the following actions:

*Book Signings:  When it comes to the secret weapon of gaining local exposure for your book, they don’t make ‘em any stronger than this!   At every book signing:

• Books will be stocked on their shelves after you leave, unless of course you have a sell-out
• You’ll receive free advertising and promotion in the book store’s customer mailings
• You’ll have prominent placement for as much as a week prior to your signing
• You’ll earn powerful third-party endorsements by store employees whom have met you during the signing

 (If you would like more information about the Hidden Values of Book signings, please click here to request your copy of my article “The Truth About Book Signings”)

Book signings are a goldmine for local publicity.  I strongly suggest doing as many as you possibly can, including all stores that are located within a 100 mile radius.   Even ask friends and relatives to see about setting up book signings for you in their hometowns.  The name of this game is not only to create the local “buzz”, but it is also “let’s sell some books!”

*Talk Radio Interviews and Television Appearances:  Generally speaking, every city has radio and television programs that have a format for guests.   Do your research on the web to find the main stations that broadcast in your hometown.  Then go to their website where you will find information about the shows they broadcast.  Look for those with a format for guests and find the contact information for the producer.  Then call and pitch yourself as a guest.  How many should you aim for?  AS MANY AS POSSIBLE!

*Local Newspapers and Magazines:  When it comes to the print media, at EMSI we find that “Tips” type articles have an extremely high pick up rate with newspapers and magazines.  If your topic offers any sort of solution to a problem, then a “Tips” article is what I would suggest.  Write an article that gives 5-7 helpful, quality solutions (or “Tips”) to a problem that many people face.  Next, identify the newspapers and magazines in your local market, go to their website and find the right “beat” your topic falls in - for example - religious, business, health, lifestyle, etc - and send your article to the journalist that covers that “beat.”  If there isn’t one person in particular that you can identify, “as you’ll find in smaller weekly papers” send your article to the editor - in - charge.  Make sure that the article is professional and print worthy,  if so some publications will print it “as is.”  But since you’re a writer, this should not be a problem.  And once again, get as many print placements AS POSSIBLE!

When it Comes to Your Hometown Media: Get As Much As Possible!

Let US Worry About Getting You National Media Attention

You have a lot of work to get done to successfully execute your local publicity campaign, so let EMSI focus on the national attention that you and your book deserve.  We are publicity experts with nearly 20 years of experience and know how to gain the media’s attention outside of your local market.  Plus, our fees are unbeatable.  With no monthly retainers, pay-for-performance fees (radio and television) and project based fees (print), we can get you the national media attention that fits to your budget.

So get the national “buzz” for your book started today.  Call Damon on 727-443-7115, Extension 208 or email him at steve@emsincorporated.com.  There is no time to waste to actively promote your book so it stands out from the pack both nationally and locally!

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Two Terrific Publicity Tricks That Will Help You Promote Your Product More Effectively

You know how hard it is to develop a product.
It may be a labor of love, but it’s still a labor.  And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor.  That’s okay.  Nothing good comes easy.  And there’s no question that you’re wonderfully suited for this kind of labor, right? But the challenge comes shortly after you finish laboring on your masterpiece.

What do I mean?  You’ve got to jump into the promotional trenches and fight, tooth and nail.  Consumers need to know that your product is out there and national media exposure is the best way for you tell them.

Call it the double whammy of product development - as hard as it is to develop a terrific product, it can be even harder to promote it.  Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” best-selling products.  After all, how many companies have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up altogether)?

Fortunately, good product promotion doesn’t have to be as mysterious as the pyramids - you can put some little-known (but wonderfully effective) publicity “tricks” to work for you starting this very day.  For example…

Is This YOUR Month?
Ever notice how every month comes with “awareness themes?”

Take April, for example.  Among its other awareness themes, April is Cancer Control Month, National Decorating Month, Physical Wellness Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Car Care Month and Alcohol Awareness Month.

And that’s just April.  Every month has its own theme list.  And you can bet many of those months have themes aimed at your product.

So what’s the strategy here?  Pretty simple, really: Tie the message of your product to a month’s theme.  Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

Tie into Today’s News

You’ve got to be a bit more agile for this.

Whenever there’s a news story that relates to the message of your product, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors.  These people are ALWAYS looking for credible guests with great slants on today’s news.

How long do these kinds of news windows stay open?  Not long at all.  That’s why, as I said, you’ve got to be quick and agile.

Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

Where Great Product Gets Great PR

Of course, we’d love the opportunity to promote your product.  We’re not rookies at this.  For nearly twenty years now, we’ve been getting our clients the national media exposure they so desperately need.  For example, we schedule 50 to 100 radio interviews virtually every week!  Talk radio producers and hosts from the nation’s 100 biggest markets rely on us for the steady stream of top guests they need.

One big advantage of ours?  We get paid on a performance and project basis rather than a monthly retainer operating on a “best-efforts” basis (which is the way most PR firms bill their clients).

As one of the country’s leading pr firms, we can quickly get you on-the-air and in the news, talking up your product and stirring public interest in your company.

The best part of what we do? Our extremely affordable rates.  If you’re ready to find out how we can create a national “buzz” for your product, call  Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  Nothing beats a real-life conversation!

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio | No Comments

10 Reasons Why Talk Radio is the Best Promotion for Your Product and Service!

As publicity experts, talk radio is one of the tools that we use everyday to help our clients gain national recognition, promote their books and popularize their causes.  And because it is so effective our clients keep coming back for more!  Fact is - talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true - but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS.  Every year Talkers Magazine does a research project to profile who’s listening to talk radio.  And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your customer - it’s a perfect match!

2. TARGET AUDIENCE.  Not only are the demographics of talk radio great - but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your service, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL.  Publicity is definitely not paid advertising.  But it can be far more effective.  Just ask Dr. Arnold Goldstein, well-known financial advisor and author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns.  Dollar-for-dollar, talk radio interviews has shown a much better return!”

A compelling radio interview can promote your product or service without the audience even realizing it!  And, as hosts don’t want to be bombarded with phone calls with questions about your company, they’re highly motivated to frequently mention your website or toll-free number.

4. THIRD PARTY ENDORSEMENT.  Talk radio hosts have loyal followings - that’s how they maintain their ratings.  And listeners tune in daily to hear what their favorite host is talking about.  As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your service and your message!

5. CREDIBILITY.  This is a crucial ingredient in every marketing campaign - and talk radio supplies it in abundance.  One of our clients told us, “…every show I’ve appeared on - the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest!  Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes - it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY.  As a guest - you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience.  You have enough time to talk about your service and in many cases you have a chance to answer questions from callers.  It’s a perfect way to get your full message heard and understood by the audience!

7. COST-EFFECTIVE PROMOTION.  Talk radio interviews are all done by phone.  So without ever leaving your home or office you can have a direct and oftentimes live conversation with consumers around the country.  Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks!  And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK.  With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time.  There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night.  It’s better, cheaper and faster than TV appearances.  Without question - talk radio provides the best bang for the buck!”

10. WE CAN DELIVER THE SHOWS FOR YOU! Scheduling talk radio interviews is second-nature to us.  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.  In fact, that’s why we’re able to schedule 50 to 100 interviews week after week.

If you want to hear more about our affordable talk radio campaigns to promote your service, call my partner Steve Friedman, today at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.

Nothing beats a real-life conversation and we are more than happy to spend as much time as needed to help guide you.

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Public Relations, Publicity, Publicity Advice, Related PR, talk radio | No Comments

How to Fix a Broken Public Relations Campaign

The 6 Little Known Facts About Profitable Positioning

What’s positioning?   It’s the art of presenting your message in such a way as to convey an immediate understanding of your subject.  It “positions” your topic with other like topics in the news so that those reading your materials can easily understand the subject and how it compares to others like it.

Although positioning has been used by Madison Avenue, there is still little understanding of this concept beyond that world.  If used correctly it can put a derailed campaign back on track and create huge media success.

If you’re not a nationally recognized brand name then you will need a lot more strategic creativity in your presentation to the media.  Let’s face it, with the massive number of products released each year, there’s a demand on companies to get aggressive about promotion.

This battle for attention makes the job of product promotion increasingly more difficult.  Positioning may be the missing link that will pull you through.  Here are some tips that we use at EMSI to position our clients to the media:

1)      The writer creating the press materials must have a solid understanding of not only the product, but also its relevance to today’s society.

2)      Look at the product for those pieces of information, or “pearls”, which set it apart from others in the market.  Also keep an eye out for those statements or assertions made by the business that are alarming or ground-breaking.

3)      Find out how similar topics are being portrayed in the media.  How does yours compare?  Is it different?  Is there a new slant to it?

4)      Distill this information into a two page release positioned with current news or events and an exciting headline.  Remember that you’ve got to grab and keep the attention of a very busy producer or journalist.

5)      Don’t require the media to use their imagination to see how the topic would be of interest to their listeners, viewers or readers.  Give them an instant concept of what you are suggesting in the headline.  That’s positioning at its best.

6)      Remember to include those special features about the spokesperson that positions him or her as an authority on the topic and a qualified guest!

Here at EMSI we know the power of media strategizing and positioning.  For over 20 years we have been arranging interviews for our clients on TV and radio as well as getting their products in front of top national journalists.  And with our specialist media division News & Experts, who represents our clients to the media, we know the angles and the pitches that make them pay attention to our clients.

If you want help in getting your product the attention that deserves, call my office today at 727-443-7115 and speak with Steve at Extension 202.  Or email him directly at steve@emsincorporated.com  - he’d love to hear from you!

May 23rd, 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, Related PR, talk radio | No Comments

The Antidote for “Product Invisibility”?

Learn the PR Way to Get Your Product Some Badly Needed Attention!

A shocking realization occurs to many corporations not long after their product hits the market: The corporations realize their products are invisible.  It quickly becomes apparent that consumers simply can’t see their corporate products.  That comes as no surprise with hundreds of thousands of new products hitting the market every year!

With this much competition in the corporate marketplace combined with no media coverage the result is no connection to the buying public.  The corporate product hasn’t been discussed on successive talk radio shows or seen on TV.  Neither has there been any newspaper coverage nor conspicuous product reviews in popular publications.

In other words, all the known antidotes for “Product Invisibility” are absent.  Small wonder this affliction has reached epidemic proportions, shortening the life cycle of so many of them.

A horrible waste, especially since “Product Invisibility” is so readily treatable.  The antidote involves specific PR (public relations)  techniques that can quickly promote otherwise unknown products.

Fortunately, my firm EMSI, a communication and marketing specialist,  always keeps this valuable pr antidote in stock.

Here’s How It Works

We use the very latest broadcast media (talk radio and TV), print and internet publicity techniques in order to create an integrated marketing effort that has a contemporary hands-on approach!

*  For talk radio-the watering hole of the reading public-EMSI is one of the few national pr firms to guarantee 10-to-20 minute radio phone-in interviews.  And not on bottom-feeder stations, either.  Interviews are in the top 100 markets around the country, boasting 5,000 watts of power or more on the AM dial.  The corporate clients who appear on as many shows as they can possibly get on swear they owe their corporate product success to talk radio interviews.

*  For coverage in print, we first review the corporation’s product and the science behind it.  From there, as public relations specialists we write a 400 to 600 word article, designed to grab the media’s attention.  We accomplish this by writing our articles in the same journalistic style as newspapers and magazines.  This will go out to a customized database of targeted journalists at major daily newspapers, weekly newspapers, wire services, national magazines, regional magazines and trade publications that match the demographics of your target consumer.

Add to this distribution a special industry tool used by journalists looking for “that one special story,” and you end up with perhaps the most comprehensive print campaign available.  This will lead to a successful communication strategy for your product.

Of this service, one client proclaimed, “We’ve had more inquiries from journalists in the past two weeks than I’ve gotten on my own in the past year.”

*  For internet marketing, we distribute your article to a targeted group of article banks.  Article marketing is extremely valuable in building your corporate profile with consumers on the web in addition to strengthening your own corporate webpage in search engines such as Google and Yahoo!

*  Yet another way to cure “Product Invisibility” is to appear as a guest on local news shows in your hometown in addition to cities you may be traveling to.  TV appearances combined with local talk radio interviews can create hot buzz for your product and build the word-0f-mouth for your company or corporation.

*  Although appearances on major network TV shows can be a great public relations (PR) hit for you - National Cable TV opportunities can be a bonanza as well.  Now, with cable networks offering so many specific channels on so many specific topics, chances are far better for you to reach your precise target markets.   For example, let’s say you have developed a fitness product.  Maybe a show on the Discovery Health Channel or Fit TV would be a perfect, cost-efficient match.

By the way, when it comes to arranging TV appearances for our clients, we work on a contingency basis - so clients only pay when a TV appearance is actually confirmed.

Invisible No More

So you now have more targeted media options to build your corporations profile and tell your consumers about your new product than ever before.  Needless to say, pinpointed national coverage like this can instantly yank your product from the depths of obscurity…all from effective media relations.  If you’ve suffered from the ravages of “Product Invisibility”, take heart.  Your company or corporation can beat this affliction today.

In order to be successful, you need to create national recognition and awareness of your product to the largest audience of potential consumers as possible.  The bottom line is that your corporation’s product needs to stand out from the thousands of new products released every year…in addition to the millions that are already out there!

My firm can help!  For over 20 years we have been curing “Product Invisibility” through dynamic media campaigns covering national and local talk radio, television, print and more.  In fact, here’s an unsolicited testimonial we received just last night from one of our clients.

“After weeks of intense investigation of several publicity companies, I chose EMSI to help me… and I am so glad that I did. I love the fact that you pay for the work you get and there is no monthly fee like so many other firms and I have nothing to lose! EMSI got me booked on seventeen national radio shows and over a dozen television shows in less then one month of me buying those specific packages. I will continue to work with them as my publicist for the rest of my career. They get the job done and more. Thank you EMSI.”

There is no time like the present to start getting your product in front of millions of consumers!  Call me today on 727-443-7115, Extension 202 or email me at steve@emsincorporated.com to discuss a national media campaign your product deserves.

May 9th, 2008 | Posted in 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