Promoting Your Web Sites in the Dirt World

Written by John Calder

© 2004, John Calder

Internet entrepreneurs are familiar with allrepparttar ways you can promote your web sites and your business online. Writing articles, paid advertising, posting to forums, cross-promoting, JVs with others, etc. Are there good ways to promote those same businesses inrepparttar 105712 offline world?

Chances are that no offline promotion will haverepparttar 105713 same reach, forrepparttar 105714 money spent, as online promotions have. The Internet offers a medium to target specific audiences very easily, rivaled perhaps only by direct mail and specialty print advertising. When measuring your promotion efforts, it's all aboutrepparttar 105715 conversion rate. Generally, you want to convert a higher percentage of a narrow audience, rather than a small percentage of a 'blanket' audience. Unfortunately, most dirt world promotion opportunities, including radio and newspaper, tend to convey their message shotgun-style, covering a wide and diverse marketplace.

A lot of your offline

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

Written by Shannon Cherry, APR, MA

It'srepparttar time of year when calendars crowd outrepparttar 105711 books and magazines in bookstores and are even on sale at reduced prices. But there’s a special kind of calendar that all good public relations professionals use –repparttar 105712 editorial calendar.

According to Shannon Cherry, using editorial calendars is one ofrepparttar 105713 most effective, yet most overlooked tool in a publicist’s toolkit. “Most people avoid using editorial calendars because it takes some time to research and compile,” she says. “The top PR professionals do this every year and I’ve personally found that outcomes are well worthrepparttar 105714 time – especially when you end up getting featured in a key article in a major publication.” Cherry isrepparttar 105715 president of Cherry Communications (, a public relations and marketing firm which helps small businesses, consultants and entrepreneurs to be heard.

Except forrepparttar 105716 year andrepparttar 105717 names ofrepparttar 105718 months, these calendars bear little resemblance torepparttar 105719 glossy hang-up calendars inrepparttar 105720 stores. No swimsuit-clad models, lush scenery, puppies, kittens or cartoons of Dilbert. Editorial calendars are usually bare-bones lists of upcoming issue topics and major features – or at leastrepparttar 105721 cover stories or special sections. Not much to look at – unless you're a PR pro trying to crack that market.

“That's because knowing what publications have in store allows you to tailor your pitches, news releases and articles to particular issues,” says Cherry. “Helping editors and journalists by providingrepparttar 105722 stories they need earns you goodwill and increased attention.”

Editorial calendars are basically telling you exactly what information they need for each issue. “If you can spin your own story to match whatrepparttar 105723 media is looking for, then you have a great chance of being featured in that publication,” she says.

A current editorial calendar can usually be found inrepparttar 105724 advertising section atrepparttar 105725 publication's website. If you can’t find it there, contactrepparttar 105726 publications marketing/sales department and ask them to email/snail mail it to you.

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