Category

PR – media relations

Website Press Room

By PR - media relations, Promotional techniques No Comments

If media coverage is part of your promotional mix, add a Press Room web page to your website. This is a professional touch and will help journalists. Therefore, it will help you to get more media / press coverage.

Be media friendly

Include ‘Press room’ within your navigation bar, as this demonstrates that you are media friendly. It should contain useful, relevant material for editors and journalists, written in a factual way (i.e. no sales pitches).

‘Press Room’ can appear in your principle website navigation bar, or it can be an off-shoot of ‘About’.

Here are the section headings for a Press Room website page:

Enterprise name

A brief (two or three paragraph) overview, including when the enterprise started trading; principle activities; markets served; points of differentiation.

Spokesperson(s) profile

Brief background – topics of expertise – contact details.

Press releases

A chronological list of press releases (most recent at the top). Include title of release + release date. Hyperlink to a separate page, containing the full text of the release.

Photographs

Display a selection of low resolution images for websites and describe how to request hi-resolution images for print.

Media contact

If someone else besides the Spokesperson (i.e a PR consultancy / PR Officer) liaises with the media, include their contact details.

Today, there is an overlap between PR and digital marketing as backlinks from media websites can help your search engine rankings.

I ran a PR consultancy for nine years – so Press Relations is a subject close to my heart. I have taken startups and ‘invisible brands’ and created massive awareness for them. I show my clients how they can achieve extensive PR coverage. You can ask about PR via The Marketing Compass community or contact me directly, here.

Is it worth me considering PR as a way of getting my name out there?

By PR - media relations, Public speaking, Training No Comments

I was asked this question within The Marketing Compass website by Walter Blackburn, who is an experienced public speaking and presentations skills trainer. His company is Presenting Success – well worth a look.

Here is my response: Yes, PR works and it is a great way of getting your name out there. If you are happy to talk to journalists and reach out to them, it can have a considerable impact on your business. PR is a great way of generating brand awareness.

When I ran a PR and markeiting communications agency, we took small ‘invisible’ enterprises and made them well known within their industry and target markets.

With regards to your business, it would be a good idea to contact the local consumer and business media in order to let them know that you are there. Virtually everyone needs to improve their public speaking and presentation skills and business owners and decision makers may well pick up on a story in their local press (for us, this would be The Maidenhead Advertiser, which is a well respected and long established weekly newspaper which runs a business section every month).

Why not build a list of media contacts with whom you could exchange emails and have telephone conversations? They may wish to interview you or they may request copy from you in terms of articles and case studies.

In the 21st century, PR fits in with social media. Many journalists use Twitter and you can connect with them there.”

How to write a perfect customer case study

By Copywriting, PR - media relations, Webcopy, Writing No Comments

The Marketing Compass logoCustomers love case studies. They describe how a real person is using your products / services. They are equally useful in B2B and B2C marketing.

A case study is a story with a beginning, a middle and an end. It should be written in an engaging, informative way.

A key component is a testimonial statement. This can be included within the “What benefits are they receiving?” section.

Customer case study structure

1.  What was the customer’s situation?
2.  What specific needs did they have?
3.  What were they using before?
4.  Why did they decide to change?
5.  What were the customer’s objectives?
6.  How did they find you?
7.  Why did they decide to buy from you?
8.  What were their first impressions?
9.  What benefits are they receiving?
10.  What are their plans for the future?

I have written case studies from 400 words to 4000 words.

Write a descriptive headline and use sub heads to break the story up. It is fine to use bullet points. Include as much hard data as possible, including exact numbers.

Include as many direct quotes from the customer as possible, as this will make the story feel more authentic.

Include at least one photograph. It should show the smiling customer, whilst they are using your product or service. In addition, if you can film them, so much the better.

Ideally, you should have at least one case study for each market segment that you serve.

Clear the case study with the customer and then publish it as a blog within your website. Share the blog via social media and consider printing it.

Click here to read about Nigel’s copywriting training services.

How to create a PR media list

By PR - media relations, Promotional techniques No Comments

If you want to get your products, services or enterprise  into the media, you can’t do anything in PR until you have started your media list. Begin by thinking about the media segments you wish to communicate with. For example:
* Local press
* National press
* Radio programmes
* TV programmes
* News websites
* Freelance journalists
* Sector specific media (relevant to your industry / type of business)
* Demographically targeted media (if this is relevant)

The key item of information you’re looking for is the email address for receipt of editorial information. In addition, it is useful to have a contact name (i.e. the Editor), their telephone number and their website address.

Enter this information into your CRM (Customer Relationship Management) system (hands up if you have one!) Within your CRM, I suggest that you have a separate ‘Media’ field. Ideally, this should have a drop-down menu where you can create sub categories for the different media segments you are communicating with. This can be very useful, when you’re sending out press releases (as you can choose the relevant media to send your release to).

You can search for media, either by name or by criteria (i.e. ‘investment magazines’) within search engines. Visit a large newsagents and walk up and down their magazine racks. Visit the reference section in your local library (or, even better, a business library) and talk to a member of staff (they are always helpful).

Subscribe to some of the media in your list and read them regularly. Add useful information to your CRM (i.e. the names of relevant journalists). Ask non-competitors in your industry for media titles which you may have missed.

A relatively new media segment is the blogosphere. This comprises bloggers who write about the topics you are interested in. Established bloggers can have huge numbers of readers. Think of them as journalists and add them to your list.

I ran a PR consultancy for nine years – so Press Relations is a subject close to my heart. I have taken startups and ‘invisible brands’ and created massive awareness for them. I show my clients how they can achieve extensive, free PR coverage. You can ask about PR via The Marketing Compass community or contact me directly, if you wish.

The benefits of local press coverage

By PR - media relations, Promotional techniques No Comments

Nigel Temple - The Maidenhead Advertiser 25-09-2014 (2)In the last century, I ran a PR agency for nine years. We made lots of companies and brands famous in their marketplaces, via media relations. I was often asked whether local press coverage was worth it. My answer then (and indeed now), is that “yes, it is”.  Stories can be picked up from one media property (i.e. a local paper) and appear in, say, the national press. Journalists move around and it is great to follow them as they do so. With the advent of the web, a story in a local paper or radio station may well appear within their website – so you receive the double benefit of printed and internet coverage.

Here is an item in this weeks’ edition of The Maidenhead Advertiser, regarding a LinkedIn seminar we held last week (see image). The piece mentions The Marketing Compass, which is the brand name I wish to generate awareness for.

This all started with an email to the business editor of The Maidenhead Advertiser quite some time ago, which invited him to the event and included a press release.

I followed up with a phone call, which led to call from a colleague of the business editor. She spent half an hour interviewing me on the phone. She requested high res photos which I always keep on file. Voila! The editorial appeared with several messages that I want to get out locally (i.e. we are going to launch a local Maidenhead group for The Marketing Compass).

Remember that PR is primarily about awareness and it supports the rest of your promotional mix. If you have any questions – you are welcome to ask via:  www.marketingcompass.co.uk