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1. Press Releases: Increase awareness
through a press release. Yes, I know, press releases have become
quite the popular little tool around cyberspace with releases being
blasted hither and there, but is it working? Probably not. Blasting
your press release will bring blasted little results. Instead, thoughtfully
put together a very dynamic one page press release and target publications
that would be most interested in you and your business. Don't drone
out the details, make that press release sing your praises. Then
send it to a real live editor and follow up with a phone call. In
other words, let the press release be the invitation to your follow
up phone call. Begin making connections with the media. Be polite,
be excited, and be patient.
2. Create A Press Kit: A Press kit
is basically an exaggerated press release turned into a package.
It's more complex, tells more about you and your company, and is
all pulled together into a nice neat folder. Of all the questions
I receive, first is, what is a press kit? Simply, it is a folder
of information about you or your business. It should contain:
A. An Introduction Letter
B. One or Two Press Releases
C. A Fact Sheet (This contains the facts about you or your business.)
D. Bio Sheet (Which is a biography of you and your accomplishments.)
E. Copies of Published Articles
F. Company Literature
G. A Business Card
Send your press kit when an editor,
publisher, or producer wants to know more about you.
3. Newsletters Offline. Don't forget
that a whole world exists offline. Locate newsletters or smaller
print publications offline and submit articles. This can be a very
dynamic way to increase your exposure as well as add to your press
kit. You can locate newsletters in your subject area by visiting
the local university library reference section. Ask for a directory
of trade newsletters and do your research. Once you have been published,
it's easier to step up to the larger publications. Fame starts small
and then snowballs onto itself.
4. Speak Up! Yep, that's right. Start
giving speeches on your area of expertise. Start locally at civic
clubs and local educational programs. Then find the local talk radio
shows and make your case to the producer. It's surprising how many
talk radio shows are actively looking for new speakers. Once you
have achieved Talk Radio, the opportunities will start coming to
you.
5. Publicity Pitches: Put together
several dynamic article ideas. Just the ideas, not the actual article.
This is called a Publicity Pitch. Take those ideas and then pitch
them to editors of targeted publications. This can work very well
as it saves Editors time and puts the outline right into their hands.
As a past Editor I know how well this works. Editor's love ideas,
especially ideas that are completely outlined and correct for their
readership. This means don't send pet article ideas to cooking magazines.
Send pet articles ideas to pet publications. Seems like a no brainer,
huh? But you'd be amazed at what editors see that don't apply to
their own publication.
Fame comes from planning and persistence.
It has it's rejections, but if you can learn not to take it personally,
it will eventually work. Remember, once you start, keep going. Once
you stop, you have to start all over.
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