Archive | December 2013

Only using press releases to announce your news?

If you are only using press releases to announce your news then you are missing a trick.  The press release is a great tool but you don t need to rely on just that.  There are many other ways you can get your news noticed to raise your profile, reach and engage more people. The key is to focus on your objectives, your audiences and then to use the best tools for the job.  It s important too to add that your news may be relevant, and of interest, to journalists but don t forget the other audiences you may need to communicate with current customers, potential customers, suppliers, key stakeholders. So, let s assume you have a news story and you want to get that news noticed by journalists and key audiences.  Let s also assume that you have written a press release on your news and issued it to your key journalists.  Here are some other ideas to help you make more impact with your news and to get profile for your business. Promoting your news the obvious channels First, let s get the


PR Calendar 2014

Get started on planning your PR (Public Relations) for 2014 – get your business the profile and media exposure it needs and deserves. Here’s a PR calendar with ideas on activity you can start planning for 2014.

Was WestJet’s PR stunt misguided?

Are PR stunts worth the effort?  WestJet probably think so but with any PR stunt it s not just about profile and visibility, it s about the message that is conveyed too. If you haven t seen the story then, in a nutshell, the airline set up a booth at an airport and asked 250 passengers at check in, for two separate flights, to say what they wanted for Christmas. WestJet staff then set off on the mammoth task of finding what every passenger wanted so that it was there waiting, as a gift, when the passengers were picking up luggage at their destination. If you haven t watched the YouTube video then you can see it here: There is no doubt that the video has attracted a huge amount of attention some 29 million views on YouTube.  But, what are the lessons we take away from such a PR stunt?  Well, after watching the video I think it s: That PR stunts can attract a huge amount of attention and it helps if you have a big budget too. That we live in a materialistic society that came across

How to pitch a journalist

If you know how to pitch a journalist then you ll get results time and again and build reputation and profile for your business. So, what s the secret and how do you unlock the possibilities that press and media coverage for your small business can offer?  Well, you ll be pleased to know that there is no secret. How to pitch a journalist take a laser targeted approach The most important factor in targeting journalists is to think quality rather than quantity.  It s all too tempting to draft a pitch for a story or a suggestion for an article and to blast it out to as many journalists as possible in the hope that something will stick.  That approach will rarely get the results you want and can damage your reputation. The key is to identify a handful of key journalists that you should be targeting and engaging and to find out as much as possible about them  what they report on, the topics they are interested in, the style of their reporting, how they share their stories, where they h