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Smart businesses watch their competitors spending thousands
and thousands on advertising that doesn’t work. Then
they get onto TV or in the national press and they
get the type of great coverage that money cannot
buy.
Companies
who've followed Chris Cardell's advice frequently get onto national TV, local TV,
national and local radio, national newspapers, local
newspapers, consumer magazines and the trade press.
How
do they get such extraordinary results with their PR?
Because Chris Cardell has actually worked in the media
and knows the secrets of how to convince the
journalists and producers to run your story.
Here
are some of the basic facts of PR - plus some top tips
to let your PR take off. When you've read them, join
Chris Cardell's FREE VIP Newsletter for ongoing Free
PR and Marketing tips to make your business a success.
Chris
Cardell's Essential PR Tips
- The bad news - 99%
of Press Releases get thrown in the bin. Yes 99% -
and most of them are written by PR Agencies who
are charging their clients a fortune. This is a
waste of money. It's also a waste of perfectly
good trees.
- The good news -
The 1% of Press Releases that lead to a story or
interview have certain qualities in common. The
following are a few of them.
- The best Press
Releases step into the shoes of the journalist or
producer reading it and meet their needs.
If there's one secret to great PR it's meeting the
needs of the journalists. Everyone thinks PR is
hard work. What they fail to understand is that
every day, these journalists are pulling their
hair out trying to fill their newspaper, magazine,
radio or TV shows with useful, entertaining
information. If you can show them how to do that,
you're virtually guaranteed some coverage.
- How do you meet
their needs? Think about it like this. All of
these journalists are under pressure from their
editors to find stories that are of interest to
the readers/listeners/viewers. So you meet the
needs of the journalist by meeting the needs of
their audience. If you're targeting a women's
magazine you need to think of a story that's of
interest to their readers. If you're targeting a
late afternoon radio show you need to think of a
story that's if interest to people driving home
from work, listening to the radio.
-
The
harsh truth is, these journalists are not
particularly interested in your company, your
history or your product or service. Which is why
Press Releases with headlines such as:
'Local Company celebrates 30 years in
Business'
OR
'FJ Widget and Son appoint New
Chairman'
go straight in the bin. They're boring. So just
get over the fact that the press don't give a
monkeys about your business and come up with a
story (journalists call it an 'angle') that is of
interest. For example, if the new Chairman of FJ
Widget and Son celebrated his appointment by
painting the building pink, or giving his top
performing sales person some free plastic surgery
or whatever - that would gain instant coverage. As
with most marketing, it's all a matter of being
creative and thinking outside the box.
(Let me know how you get on if you pinch the
plastic surgery idea!)
-
The
most important part of the press release is the
headline. It needs to be bold and interesting -
and above all it needs to stand out from all the
other press releases. Your best bet is to write it
in the style of the headlines of the publication
you're targeting. For example, if you were selling
a new supplement to help indigestion, which of
these Press Releases do you think would get the
best response:
New
Supplement helps Ease Indigestion
or
Why
Some Foods Explode in Your Stomach!
-
Most
people think that the only way to get good PR is
to come up with a story. But there is another way.
This involves positioning yourself as an expert in
your industry. Whatever your profession, there's
an area that you're an expert in. If you're a
dentist contact the media during the next national
smile week. If you're an accountant, contact the
local press before the next budget and tell them
you're an expert on tax and available for
commenting on how the budget will impact local
business. Get the picture. PR starts to be easy -
when you know how.
Get
More FREE PR Tips from Chris Cardell
When you join Chris Cardell's FREE VIP Business
Success Newsletter - you'll get more leading edge PR
Tips along with hundreds of marketing and business
strategies to bring in new customers, increase your
profits and grow your business. Just fill in the form
below now and you'll soon be a PR leader in your
industry
PLUS
FREE BONUS REPORT - WHY MOST ADVERTISING DOES NOT
WORK.
Apart from powerful PR and Marketing information,
as a special gift from Chris Cardell all members
of his VIP Newsletter get exclusive access to his
special report: 'Why most Advertising Does Not Work.'
Within seconds of filling in the form below you'll be
reading the secrets that the Advertisers don't want
you to know - plus how you can save thousands on
wasted Advertising and Marketing. Fill in the form
below to let Chris Cardell start growing your business
- and it's all absolutely FREE.
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