Making News is Better than Just 'Making the News'

Written by Rusty Cawley


There is a major difference between making news and “makingrepparttar news.” It isrepparttar 120986 difference between a shotgun and a slingshot.

Amateurs can “makerepparttar 120987 news.” They can entice a morning TV crew to take video of a charity event. Or land a mention in a local newspaper column. Or even score a feature story in a trade magazine.

But these are one-time shots that are unlikely to leave an impression on your target audience. Simply “makingrepparttar 120988 news” will rarely attract a steady stream of prospects to your door.

Yet even top PR pros tend to focus on “makingrepparttar 120989 news.” There are two reasons for this. First, it’s relatively easy to score. Second,repparttar 120990 boss rarely understands that simply “makingrepparttar 120991 news” is virtually worthless torepparttar 120992 bottom line.

For example: Taco Bell “maderepparttar 120993 news” a few years ago by piggybacking on an international story. The space station SkyLab was losing its orbit and was about to crash throughrepparttar 120994 earth’s atmosphere. The world press was obsessed withrepparttar 120995 possibility thatrepparttar 120996 debris might strike a major city.

Taco Bell hired a boat to tow a gigantic target out ontorepparttar 120997 Pacific Ocean. If any debris hitrepparttar 120998 target, Taco Bell toldrepparttar 120999 world, every American would get a free taco.

The stunt gaverepparttar 121000 news media a strong visual to associate withrepparttar 121001 more abstract story of potential space debris. It also lent a lighter side to a completely out-of-whack media obsession.

Now, I’m not criticizing Taco Bell. This was a great one-time stunt. But inrepparttar 121002 endrepparttar 121003 news coverage did little to attract new customers to Taco Bell. There were no follow-up stories to tell. There was no exciting idea atrepparttar 121004 heart ofrepparttar 121005 company’s tactic.

It was a stunt. And a funny one. Nothing more.

Taco Bell “maderepparttar 121006 news.” But it didn’t make news.

Here’s another way of looking at it: “Makingrepparttar 121007 news” is pure expense; making news will generate revenue.

The PR Rainmaker understands this crucial difference.

Sometimes “makingrepparttar 121008 news” is all you can manage, given your time and resources.

The Nitty-Gritty Of Ezine Publishing

Written by Anna-Marie Stewart


I sat here this morning, and decided to work out exactly how much time I use on creating my weekly ezine, and I almost kinda shocked myself. I`m notrepparttar ONLY publisher who refuses to automate, so please, after reading my hours, spare a kind thought for all those other publishers out there that do everything manually, and who really takerepparttar 120985 time to get down to a personal level with their subscribers.

Typical daily hours for me as an ezine publisher

- Reading other ezines/newsletters: About 4 hours per day.

- Looking forrepparttar 120986 right content: 5-6 hours per day

- Checking email other than newsletters: 5 hours per day

- Getting rid of junkmail: 3 hours per day

- Staying in touch with other publishers, website owners etc.: 3 hours per day

- Working on learning html: 2-3 hours pr day

- Updating ezine, ads and slot-ads with Rich, my programmer: 6 hours per day (with about 10 hours "allsorts" chat too)

- Looking in forums for things of interest: 1-2 hours per day

- Reviewing articles for possible publication: 3-4 hours per day

- Chatting on msn and yahoo messengers, whilst looking for more ideas and helping people: 12 hours per day

- Promoting ezine: At LEAST 4 hours per day (including submitting my own articles)

That 53 hours per day. Thank my lucky starts I`m great at mutli-tasking...hehehe

Remember, a lot of us do this to bring you information that we hope will help you in some way or other, and I know how much it brightens up my day when I get a mail saying "Great issue, Anna, Keep uprepparttar 120987 good work!" So I`m guessing a lot of other ezine owners would really appreciate something like that.

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