1. A newsworthy story. This is equivalent of our musician's talent. It's very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to "Is my company/website/life really newsworthy?"

2. Learning to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside head of an editor. Give an editor what he wants in way he wants it and you'll do great. I've got an entire article on subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference.

3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxygen.

4. Persistence. Sending out a press release and waiting for results is lazy and ineffective. If you really believe in your story, and you believe that it's right for a particular media outlet, you need to fight to make it happen. Call or e-mail editor to pitch your story BEFORE sending release. If one editor says no, try somebody else. If they all say no, come back at them with a different story angle.

Getting publicity involves so much more than just sending out a press release. Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on your way to success.

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ABOUT THE AUTHOR:

Bill Stoller is founder and publisher of Free Publicity, The Newsletter For PR Hungry Businesses. A twenty year public relations veteran, Bill teaches entrepreneurs and small businesses how achieve maximum publicity with minimal investment. For free articles, tips and insider secrets about getting publicity, visit Bill's home on web at http://www.publicityinsider.com

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ABOUT THE AUTHOR:

3) Write down everything you can think of that relates to your business. You may even start with a narrative description in paragraph form.

4) Now, make a list of top 25 or 30 things that are important and worth mentioning. Whittle that list down to 8 or 10 of most important things you wish to say. Now eliminate repetition or things that are not really that necessary to your product or service. Get your list of words or phrases down to 3 or 4 central elements.

5) Based on your final core selection, make up some phrases that will serve as your taglines for consideration. Keep them short and use simple, everyday language.

Which of these taglines would you remember best ? :

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"Joe's auto repair shop, lowest-prices and best service" OR "Quality Care For Your Car !"

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"The Best Tax Service Anywhere Around The Town !" OR "Your Tax Experts At Work !"

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"Emergency ambulance service available 24-hours a day" OR "When Minutes Count!"

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Well, you get idea!

Do some test marketing with your final two or three best taglines. Discover one that works best for you and incorporate it into all of your promotional messages.

Remember, like any of life's endeavors, experience and practice help to improve your skills level. If you want to be a good writer, write a lot !

Best of luck in your promotional efforts !

Larry Johnson, Author

(C) 2002, All Rights Reserved.

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