Greetings all: Some super dialogue today on the list. Congrats to you all! It's always great to see some energy put on marketing. I can tell you all that many of the projects I've been associated with over the years involved the need to get the word out about a new business while utilizing a very small, minimal budget. What I learned from these experiences was how much exposure one can get for little or no money..... if you just focus your efforts on developing a good PR plan. To assist you in getting the most "Bang For Your Buck." I'd like to share a recent article by Jason Willet as it sums up rather nicely many of my own thoughts about a marketing persons best friend, good old fashioned "PR". (Public Relations) Stay well, Ray Ford. ---snip--- "No News is Not Good News: Ten PR Tips for Small Businesses" by Jason Willett, Director of Communications, ImpactOnline Regardless of how well your business is or isn't doing, it can benefit from positive PR. Here's a few tips to help you generate coverage from your local news media: 1.Tune In To The News - If you aren't already reading the local paper, watching the local news and listening to your local radio stations, start. It's the best way to find out who covers what and determine how and where your business can receive media coverage. 2.Call Your Local Media - Introduce yourself to an editor, reporter or producer and invite their coverage. Newsrooms are overwhelmed with story invitations every day, so it is very difficult for a newsperson to find out about who you are and what you do unless you initiate contact. 3.Write & Send A Press Release - Reliable guidelines for writing a press release are all over the Internet, and you can even pick up a few pointers from the "News" sections of corporate web sites. But before sending the release (via email or snail mail) it's always a good idea to make sure your recipient(s) are interested in what you have to say. 4.Be Honest - This should go without saying, but dishonestly is absolutely the worst possible policy for dealing with reporters. No one is perfect, and no business is either, so don't be afraid to discuss the challenges your business faces, and/or mistakes that you've made. Avoiding difficult questions or topics only invites closer scrutiny. Be fair and forthcoming with a reporter, and he or she will honor you with the same treatment. 5.Coordinate Testimonials - It's one thing to tell someone how great you are, but it's another for a third party to compliment you. In addition to providing the reporter with contact information for satisfied customers (with their approval, of course), consider putting the reporter in touch with a client who may have at one time been dissatisfied with your product or service, but whose business you were able to win back. 6.Follow Up - After the interview has concluded, but before the story appears, contact the reporter and ask if there is any additional information that you can provide. If you forgot to suggest that a corporate photo or logo should accompany the story, this is a good time to do so. 7.After The Story Appears, Say "Thanks!" - Reporters appreciate gratitude just like everybody else, so always remember to express your appreciation to the writers, editors and/or producers that helped make coverage of your organization possible. Even if your story is postponed or cancelled, a little understanding on your part may equal a lot of future, favorable consideration on the reporter's part. 8.Work With Your Competition - Perhaps the media isn't interested in covering just your business, but would be interested in putting together a piece about all of the businesses in the community that offer services similar to yours. A little coverage for everyone is better than no coverage for anyone. 9.Make Yourself Available As An Information Resource - Should a reporter decide not to write about you or your business, you should always offer yourself as a resource for information that may not relate to what you do. Reporters rely on their network of community sources. Become one, and you will be appreciated, in all likelihood, via eventual coverage. 10.Involve Your Business In The Community - Businesses that volunteer on behalf of charitable organizations, sponsor little league teams, etc. already generate positive PR for themselves, and gain the praise and admiration of everyone. What these guidelines can do is help you make yourself known to your local press, obtain some fresh media attention and-if all goes according to plan-generate some new customers and good will for your business within the community. Good luck. ---snip--- -- FORD Management Services, Inc. ~ Since 1983 Consulting & Marketing Services For The Hospitality Industry Please visit our Hospitality Industry Resource Center at: http://www.FordMgtSvc.com To subscribe to our free industry e-letter, The Ford Report, send email to: [EMAIL PROTECTED] With the words, "Report On" and you'll be subscribed. **********Footer message for &LIST mailing list*********** To unsubscribe from cybercafe, send mailto:[EMAIL PROTECTED] (NOT to the list itself .. cybercafe@....). In that e-mail type: unsubscribe cybercafe <your e-mail address (optional)> end for details: <http://www.owt.com/users/jlewis/unsub_faq.html>
