Promoting Your Work through Press Releases and ConferencesWritten by Shonda Ponder
The, by far, best way to get your information out to public is by using press releases. Every organization should have a press release page on it's web site, dedicated to only press releases. This is so media will not have to wade through a bunch of stuff that they can't use in order to do a story on you.
There are several types of press releases that should be utilized by organizations:
There are media advisories. Media Advisories tell media, basically, where you are going to be at a certain time and date and why you will be there. It also serves to invite media to a press conference at specific locations and times.
Press conferences are events that are held by organizations specifically with media in mind. An organization invites media to attend a gathering, where PR Representative and Chairman of that organization, along with other notable active members will attend to answer questions and conduct interviews with media. When doing this, an organization would do good to have their own sound equipment so that large crowds can hear what they have to say.
A press release can also take form of an official statement by chairman of that organization on a specific issue. The statement will be sent to all of interested media for quote-gathering for stories. Most congressmen use this method regularly.
Another form a press release can take is in form of an article. An article is basically a news report based on facts that that organization has gathered. When using this method, it is best to leave organization's personal opinions out of article.
Press releases, written in article-style, should never use words we, us, me, my, or our or any other first person pronouns. These pronouns are only suitable in personal statements about issues, or when promoting a press conference by an individual.
Article-style press releases gives publication enough information that they could, if they so choose, take that specific article from release and post it in their news section. And, because it is a press release, publication reserves right to edit, change any information, or not change any information and still take credit for news item -- unless specific instructions are given in release not to do so. However, remember that when tying a publication's hands with restrictions on your work, you narrow chances of your organization getting published at all. A press release, after all, is a RELEASE of that information to public. This means that it is not copyrighted. If you wish to protect your work, do not send it in form of a press release, and do not add words "For release" or "to be released" etc. to it.
Which Is More Profitable: 'High-Touch' Or 'High-Tech'? Written by Paula Morrow
Connecting to your customers in go-go world of online marketing can be difficult. The online environment has, unfortunately, earned a reputation of being cold, distant and impersonal. As a result, people feel free to click off, delete and ignore your offers with wild abandon. And minimal guilt.
Without a personal connection, you risk losing more than just a sale - your long-term business could be at stake. Everyone speaks of creating a USP - if you can't compete on price, why not make your mark in 'high touch' arena of customer service?
By taking time to transform a cold 'high tech' experience to one of 'high touch,' you'll set yourself apart from crowd and create something rarely seen: customer loyalty.
So, how to proceed?
*Commit To Ensuring That Everything Works
Minimize customer frustration by making sure that everything on your web site is working. There's nothing like a broken link to make customer enthusiasm fizzle.
*Keep In Touch!
Sounds simple, but in rush to make next sale, place next ad, or find next J/V partner, people forget to keep in touch with their own list. Make them feel you've not forgotten them.
Every so often, send a free report, a special notice, a 'customer only' bonus. Don't make it seem like only time you contact them is when you want to sell them something.
*Personalize As Much As Possible
There is a wealth of online software available to make this process easier. At a bare minimum, always personalize emails with recipient's first name!
Also try to collect personal information to give you an added excuse to check in with your customers. Gather birthdays, last product purchased, etc.
*Give Yourself A Time Limit For Responses If someone contacts you with a question or concern, get back to them within 48 hours (if not sooner).
Give yourself a drop-dead date and then stick to it.