The Power of the Press Release - Generating Effective Media Coverage Results

Written by Mel-Lynda Andersen

Continued from page 1
STEP TWO – PACKAGING & DISTRIBUTION After you have finally produced what you think is a strong, effective press release, then what do you do with it? How do you distribute it? Where and to whom should you send it? How can you ensure that allrepparttar right people – not just your target customers but newspaper and magazine editors, as well as radio and TV show producers – will not only read it but do something to help spreadrepparttar 108086 word? 1. Packaging. Compile a professional media support package to accompany your release. Include some or all ofrepparttar 108087 following: a. A collection ofrepparttar 108088 best-quality images you have b. Company backgrounder or profile outliningrepparttar 108089 history of your company, products and services c. Customer testimonials that underscorerepparttar 108090 quality and effectiveness of your product or service d. A product sample. Everyone likes a freebie, and editors and producers are no exception. Remember, your new product or service could be published in a New Products section or it could receive front-page coverage! The more professional and complete your packagerepparttar 108091 more likely you are to receive maximum exposure. 2. Distribution. Takerepparttar 108092 time to researchrepparttar 108093 market you want to reach. List all ofrepparttar 108094 relevant publications, newsletters, newspapers, TV and radio shows that address that market. Track down addresses, e-mail addresses, web site addresses, and findrepparttar 108095 right person to send your package to. This may mean some online research or even picking uprepparttar 108096 phone and callingrepparttar 108097 media outlet to find outrepparttar 108098 name ofrepparttar 108099 right person; and connecting withrepparttar 108100 right person atrepparttar 108101 outset will help you by alerting him or her to your incoming release package. 3. Select your distribution method. a. E-mail – This isrepparttar 108102 cheapest and easiest method of distributing your media release, and it can be very effective. Remember, though, how easy it is to press “Delete”. If you’ve sent your release torepparttar 108103 wrong person who doesn’t feel like forwarding it on, all your hard work and effort will be trashed before it even reaches a person who can provide you with effective coverage. Another limitation with e-mail is you are assumingrepparttar 108104 editor will takerepparttar 108105 extra step of printing out or copying your information torepparttar 108106 working files forrepparttar 108107 issue/show-in-progress. If you choose to distribute your release via e-mail, remember to include all of your press release and photos inrepparttar 108108 body of your e-mail. DO NOT send unsolicited attachments, as they will be deleted before they’re even opened. b. Fax – Another cost-effective distribution method, faxes can sometimes be misdirected torepparttar 108109 wrong person in an organization, or they can be trashed before they find their way torepparttar 108110 editor’s desk. Another limitation with faxes is that you cannot send photos or product samples with your press release. c. Mail/Courier – While these methods are bothrepparttar 108111 most expensive means of distributing your press release, there is nothing better than experiencingrepparttar 108112 real thing. If you send your release via mail, you can include good-quality images, lots of background information, and even product samples, thus ensuringrepparttar 108113 best possible and most positive exposure to your product or service. STEP THREE – FOLLOW-UP It’s one thing to write a strong press release and distribute it to allrepparttar 108114 right people who address your target audience; ensuring these people will publish or broadcast your information, giving your new products and servicesrepparttar 108115 best possible exposure, is another thing entirely. 1. Pick uprepparttar 108116 phone. Wait until several days afterrepparttar 108117 editor/producer has received your press release package, then call that individual to ensure that he or she has received it. Ask if there are any questions, or if you can supply him or her with anything else. Ask if he or she knows whether or not your product will get intorepparttar 108118 next issue or onto an upcoming show. Ask if there is anything else you can do to helprepparttar 108119 process along. 2. Do not be a pest, but keep yourself atrepparttar 108120 forefront ofrepparttar 108121 editor’s/producer’s thoughts. If more than a month will pass between your sending alongrepparttar 108122 press release package andrepparttar 108123 next issue/show being published or produced, then send a friendly e-mail (or call again if you feel comfortable doing so), reminding them about your new product and asking if they know about whether or notrepparttar 108124 information aboutrepparttar 108125 product will be published/broadcast. Always be polite, do not take up too much time, and always thank them for their time and assistance. 3. Call back and offer your sincere thanks for a job well done when you do receive coverage. Paverepparttar 108126 way for sending this person future press release packages.

Mel-Lynda Andersen is a Communications Strategist and a principal of INCOMPAS Communications. INCOMPAS offers strategic, innovative approaches to communications and marketing initiatives to a broad spectrum of private and public sector organizations from initial concept and abstract idea through to completion. Subscribe to INCOMPAS’s newsletter, eNEWS, for more original articles. Copyright © 1999-2004 INCOMPAS.

Segmenting Your Target Audience Through Your Copywriting

Written by Karon Thackston

Continued from page 1

Segmenting In Brochures

Create one brochure withrepparttar general information laid out within its panels. Then create a separate, single panel addressingrepparttar 108085 needs/wants of one specific segment of your market (seniors, athletes, etc.). When you mail or give out your brochures, simply sliprepparttar 108086 correct insert intorepparttar 108087 regular brochure, and you have a custom-designed marketing piece.

Segmenting On The Web

Web sites are also an excellent place to make use of segmenting. Starting with your home page, give general information that is applicable to all your site visitors. Then break outrepparttar 108088 information specific to each segment of your market. Give a brief description ofrepparttar 108089 details that this segment can expect to find and a link torepparttar 108090 page where they’ll find them.

When your customers click torepparttar 108091 various pages, they’ll find specifics on how your product will benefit them and their special needs.

NOTE: When you segment onrepparttar 108092 Web, you also have a great opportunity for search engine optimization. Many excellent keyphrases come from highly specific phrases. So, instead of “nutritional supplements,” you might find that “nutritional supplements for seniors” or “nutritional supplements for athletes” will give yourepparttar 108093 high rankings you want.

Segmenting In Print

Are you running newspaper ads? If so, ask about multiple placement discounts. Many papers will give you discounts for running ads in various sections ofrepparttar 108094 paper atrepparttar 108095 same time. This gives you greater exposure and also allows you to segment your market throughrepparttar 108096 use ofrepparttar 108097 different sections.

Before you lump all your customers into one category, take a good hard look. Do they have different needs? Do you see various groups immerging fromrepparttar 108098 crowd? Is there a way to segment your market? If your market is already broken into various segments, what isrepparttar 108099 best way to reach each group?

Once you determinerepparttar 108100 needs and wants of each segment of your target audience, you’ll be better equipped to write copy that appeals to them. When you accomplish this through your copywriting, you’ll find yourself with higher conversion ratios and more sales.

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at

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