Tailor Your Story and Make NewsWritten by Rusty Cawley
There are only two times to write a press release.The first is when your story is so big that your only real problem is finding a room large enough to hold all reporters who want to attend your press conference. The other is when your news is so small that it warrants only briefest mention. The first instance is rare and is generally reserved for large-cap public companies. Microsoft announces that Bill Gates is stepping down as CEO. Coca-Cola announces a settlement in a yearlong racial discrimination suit. Ford announces it is recalling thousands of Explorers to replace their Firestone tires. These are examples of when a press release is right choice. The second instance is fairly common and is found in organizations of all kinds: public, private, governmental and not-for-profit. Your organization names a new vice president. Your company announces its second-quarter profits. Such news is condensed into a release and distributed to local newspapers and trade magazines, usually with solid results. But all too often a CEO expects mainstream media and trade press to jump on a story that simply has no obvious news value. A prominent restaurant chain opens its second location in a major city. The first location got great coverage; second should get even more, right? Wrong. There’s no obvious news value to a second location. Send that as a press release to media, and your story will line garbage cans throughout your town.
| | Create Visibility For YourselfWritten by Leni Chauvin
CREATE VISIBILITY FOR YOURSELF by Leni ChauvinEveryone in business has one thing in common. It doesn't matter whether you're a salesman, a coach, a dentist, an artist, a lawyer, running a nonprofit organization or a work-at-home-mom What we all need is to have people know about us. We can be very best in all world at what we do, but if we haven't got any customers, clients, or patients what good will it do us? If you're just starting out or want to take your business to next level, you're probably a lot like many others in same boat. You've got a limited budget for promoting your endeavor and there are so many things you could easily spend it on. It's like being a kid in a candy store all over again. So many choices, each as enticing as next. All selections seem to be calling out, "Pick me." "Pick me." "Pick me." I'm talking about logos, Web sites, graphic designers, brochures,1-800 numbers, business cards, advertisements, Yellow Pages listings, and memberships galore. They all cost money and they're all shouting, "Pick me." What if you can't pick one, though? What if you need to bring in more business before you can spend money on bringing in more business? The solution is very simple and it boils down to just one thing: networking. That is by far least expensive and most effective method of marketing known to wo/man. If you're serious about becoming success you know you were meant to be, I urge you to do two things now: 1) STEP AWAY FROM THE COMPUTER and 2) create visibility for yourself because that's where it all begins. That means leaving safety of confines of your cubicle, office, or spare bedroom and getting out to see and be seen over and over again. After all, when people are in market for your product or service who do you think they'll think of to help them: someone they met once at a party 18 months ago or someone they see and speak to repeatedly? One way to get yourself noticed is to set a routine and stick with
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