Why Reporters Like 'Bad' News

Written by Rusty Cawley


Whenever you deal withrepparttar news media, there is a primary rule that you must keep in mind at all times.

Call it Cawleyís Theorem of Media Relations:

1. All journalists secretly believe they will someday winrepparttar 124450 Pulitzer Prize.

2. No journalist ever wonrepparttar 124451 Pulitzer by writing nice things about American business.

Therefore: If a journalist finds out something negative about your company, expect to see it inrepparttar 124452 news.

So whatísrepparttar 124453 point of this theorem?

Anytime you deal with a journalist Ė whether in person, online, by phone, by letter, in a media kit, whatever Ė realize you are dealing with a tiger.

The tiger may purr. The tiger may preen. The tiger may even run and jump and play. But ifrepparttar 124454 tiger smells fresh meat,repparttar 124455 tiger will feed.

No matter how friendly you become with a journalist, no matter how well an interview goes, no matter how warm and fuzzy you feel as you wait for a story to appear: Expect negatives.

The journalistís job is not to make your company look good. The journalistís job is to report an intriguing story that an editor will approve, an audience will read and Ė if possible Ė a prize committee will recognize with praise and trophies.

And nothing makes a story more intriguing than a big, fat, hairy, embarrassing negative.

Letís put it this way: The Washington Postís Bob Woodward didnít become Bob Woodward by writing nice stories. He spentrepparttar 124456 early part of his career digging up as many embarrassing stories about government agencies and private companies as he could. He cut his teeth by revealing corporate greed and government waste.

Why You Should Market Your Website Offline

Written by David Coyne


One ofrepparttar great advantages of advertising and marketing onrepparttar 124449 web is itís cheaper than traditional print based promotions. No printing or photocopying fees. No postage costs.

And with email you can communicate to your prospect almost instantaneously.

So why bother with promoting your site offline?

The biggest reason is that most people are getting overwhelmed byrepparttar 124450 amount of email they receive, especially spam.

They may delete your message thinking itís unsolicited email even though they have given you permission to contact them.

Also,repparttar 124451 increasing use of anti-spam software to filter out unwanted mail is unfortunately targeting legitimate email as well.

Iíve been hearing a lot from other online publishers aboutrepparttar 124452 decreasing response to their email offers and how many of their customers and prospects arenít getting their ezines anymore.

Thatís why I suggest you supplement your online marketing with a bit offline promotion.

One ofrepparttar 124453 cheapest forms of print advertising is postcards. (No, notrepparttar 124454 ones you send to Grandma while youíre on your Hawaiian vacation.)

The ones Iím referring to are blank. You feed them through your desktop printer as a full size sheet and then separate them along a perforated edge -- usually thereís four postcards on one sheet.

First, you need to write repparttar 124455 headline and body copy forrepparttar 124456 postcard.

You donít have a lot of room for your message. So you need to be succinct.

Your headline should spell out a strong benefit of your product. Hereís a headline I use for my own postcards promotingrepparttar 124457 Information Marketing Boot Camp.

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