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Maximum Exposure for your Business or Blog

Maximum Exposure for your Business or Blog
Newspaper Machines

    Something Old, Something New: The Press Release

    Businesses have been using the press release as a marketing tactic for forever. So why haven’t you used it for your blog or business yet? Maybe because the press release lives in the old offline world. It’s important to remember that there are many people who are still plugged into this world, so why not go after this area? Most blogs and many small businesses overlook this marketing element. This article will show you how to gain maximum exposure for your blog or business through a complete press release strategy.

    For guides on writing your press release here are 10 Free Tips to writing a press release, Wikipedia’s news release basics, and here is a barebones guide to writing a press release.

    How to Distribute Your Press Release for Maximum Exposure

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    1) Target Audience. As with any marketing strategy consider who your target market is. Then, as you look at your choices of newspapers, magazines, radio and TV, ask yourself : “Does this media outlet speak with the people I am trying to reach?” If yes, then you should include them on your list.


    2) Assemble a list of all Local Media in your area. Include on your media mailing list all radio, television, and print (including Internet) contacts. Make a spreadsheet with these columns: Media Contact Info, Date Mailed, FLWP Date, Date Published, Request
    Reprints, Thank You Sent, Add Credits To Published Materials.

    Media Contact Sheet

    If you can obtain the names of reporters or journalists, even better. Here’s how:

    Offline:

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    • Let your fingers do the walking in the Yellow Pages. It’s probably best to use this avenue as well a high tech search so that you don’t miss the free and/or “specialty” newspapers in your city or county.
    • Visit the places that your clients, prospects, or blog readers frequent, such as restaurants & high-end stores. Once there, look for community publications that you won’t find elsewhere.

    Online: Use the web to search. These links will help you find what you need:

    • American Journalism Review – This is American Journalism Review’s comprehensive listing of worldwide news media. This includes Newspapers, Magazines, Television Networks, Television Affiliates, Radio, News/Wire Services and Media Companies. You can select the types of media you want to reach, go to their sites, and decide whether to send them your press release.
    • NewsLink – This is a comprehensive listing of worldwide news media. This includes Newspapers, Magazines, Radio and TV.
    • Bizjournals – The 35 weekly business newspapers published by American City Business Journals boasts a readership of 1.5 million, predominately owners and operators of entrepreneurial businesses.

    3) Assemble a list of Specialty publications. Ask your best clients or readers what organizations they belong to and what they read. You may want to consider submitting your press release to publications in these areas:

    4) Obtain Contact Information. Call the publication or search their website to find out who to send a press release to, and what their deadlines are. You can send the release to a particular person, or you can simply send it to the Managing Editor.

    5) Mail/Fax/Email your Press Release. Keep track of the contact information such as date sent and the date you plan to follow up. (see tracking sheet image above) Keep track of your contacts so you can check up on how they are using material you send them, and so you can go directly to known people in the future.

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    6) Best Practice: Events Tie-In. You can increase the odds of having your press release picked up if you submit it along with information about a seminar or event you will be hosting. (Even if you are promoting a blog, you could still hold a seminar where you speak about the topics you cover in your blog! Host it at a local library for free. Maybe your event is a Webinar!) In this case submit your press release at least 3 weeks in advance of your scheduled event.

    7) Radio & Television: Interviews: Don’t forget the opportunities with cable TV and radio. Many stations have ample “dead air” they need to fill. Radio or television stations may pick up your press release and perhaps be interested in having you appear on one of their programs. Requests for interviews often arrive on very short notice, so be prepared. In some cases you can ask the show’s producer ahead of time for a list of questions you will be asked. Plan how you will reply to the questions. Also plan how you will respond to the interviewer if they ask questions you do not wish to answer.

    8 ) Make follow up calls. You will have varying results with the media depending on your location. If you are in a metropolitan area, you may receive no response from the large newspapers but keep in touch with them because you never know when the time is right. Sometimes you may be disappointed that none of your local media have published your release or shown an interest in interviewing you. The media’s response is very unpredictable. Timing is everything. Stay on their radar with a polite follow up call on the date you schedule on your tracking sheet.

    9) Leveraging your media exposure: Request permission for reprints. Since a published press release or an interview is a transitory event, request permission from the publication to make reprints, post on your website, or for podcasts. Reprints can be mailed or given to prospects and clients alike. They can be used as handouts at seminars. Or they can be used to fill a “Press” binder in your lobby. And for online businesses like blogs, you can host an image of the press release online. With a podcast of your interview, you can email your client base to ensure everyone hears your message.

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    10) Update all your written material. Add your publication or interview to your credits on your website, resume, bio, corporate brochure or any other printed material describing your accomplishments.

    11) More Follow-Up. If at first you don’t succeed, try, try again! Keep in touch with key media contacts, even if you get no response to your initial attempts. Put them on a mailing list for newsletters, informative updates and other information that will be useful to them in evaluating story ideas.

    12) Gratitude. Upon publication or following an interview, take a moment to send a thank-you to the editor or the radio/TV producer. Send a brief note of thanks, and share any positive feedback you’ve gotten from the exposure. Your success will grow in proportion to your ability to “get the word out.”

    13) Ensure Success. Schedule these steps into your calendar. Break it down into small pieces you can accomplish each day. Keep faithful to your schedule. A good idea is to think of each step as an important appointment you can’t cancel.

    Please share your thoughts and comments regarding using press releases for building your business and/or your blog readership.

    K. Stone is author of Life Learning Today, a blog about daily life improvements. A few of her most popular articles are 5 Big Secrets “They” Don’t Want You to Know About Investing, Make Money with Your Blog: The Ultimate Resource List, 5 Keys to Happiness, and Cool GTD Applications – The Ultimate Resource List.

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    The founder of Life Learning Today, a blog that's dedicated to life improvement tips.

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    Last Updated on May 21, 2019

    How to Communicate Effectively in Any Relationship

    How to Communicate Effectively in Any Relationship

    For all our social media bravado, we live in a society where communication is seen less as an art, and more as a perfunctory exercise. We spend so much time with people, yet we struggle with how to meaningfully communicate.

    If you believe you have mastered effective communication, scan the list below and see whether you can see yourself in any of the examples:

    Example 1

    You are uncomfortable with a person’s actions or comments, and rather than telling the individual immediately, you sidestep the issue and attempt to move on as though the offending behavior or comment never happened.

    You move on with the relationship and develop a pattern of not addressing challenging situations. Before long, the person with whom you are in relationship will say or do something that pushes you over the top and predictably, you explode or withdraw completely from the relationship.

    In this example, hard-to-speak truths become never- expressed truths that turn into resentment and anger.

    Example 2

    You communicate from the head and without emotion. While what you communicate makes perfect sense to you, it comes across as cold because it lacks emotion.

    People do not understand what motivates you to say what you say, and without sharing your feelings and emotions, others experience you as rude, cold or aggressive.

    You will know this is a problem if people shy away from you, ignore your contributions in meetings or tell you your words hurt. You can also know you struggle in this area if you find yourself constantly apologizing for things you have said.

    Example 3

    You have an issue with one person, but you communicate your problem to an entirely different person.

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    The person in whom you confide lacks the authority to resolve the matter troubling you, and while you have vented and expressed frustration, the underlying challenge is unresolved.

    Example 4

    You grew up in a family with destructive communication habits and those habits play out in your current relationships.

    Because you have never stopped to ask why you communicate the way you do and whether your communication style still works, you may lack understanding of how your words impact others and how to implement positive change.

    If you find yourself in any of the situations described above, this article is for you.

    Communication can build or decimate worlds and it is important we get it right. Regardless of your professional aspirations or personal goals, you can improve your communication skills if you:

    • Understand your own communication style
    • Tailor your style depending on the needs of the audience
    • Communicate with precision and care
    • Be mindful of your delivery, timing and messenger

    1. Understand Your Communication Style

    To communicate effectively, you must understand the communication legacy passed down from our parents, grandparents or caregivers. Each of us grew up with spoken and unspoken rules about communication.

    In some families, direct communication is practiced and honored. In other families, family members are encouraged to shy away from difficult conversations. Some families appreciate open and frank dialogue and others do not. Other families practice silence about substantive matters, that is, they seldom or rarely broach difficult conversations at all.

    Before you can appreciate the nuance required in communication, it helps to know the familial patterns you grew up with.

    2. Learn Others Communication Styles

    Communicating effectively requires you to take a step back, assess the intended recipient of your communication and think through how the individual prefers to be communicated with. Once you know this, you can tailor your message in a way that increases the likelihood of being heard. This also prevents you from assuming the way you communicate with one group is appropriate or right for all groups or people.

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    If you are unsure how to determine the styles of the groups or persons with whom you are interacting, you can always ask them:

    “How do you prefer to receive information?”

    This approach requires listening, both to what the individuals say as well as what is unspoken. Virgin Group CEO Richard Branson noted that the best communicators are also great listeners.

    To communicate effectively from relationship to relationship and situation to situation, you must understand the communication needs of others.

    3. Exercise Precision and Care

    A recent engagement underscored for me the importance of exercising care when communicating.

    On a recent trip to Ohio, I decided to meet up with an old friend to go for a walk. As we strolled through the soccer park, my friend gently announced that he had something to talk about, he was upset with me. His introduction to the problem allowed me to mentally shift gears and prepare for the conversation.

    Shortly after introducing the shift in conversation, my friend asked me why I didn’t invite him to the launch party for my business. He lives in Ohio and I live in the D.C. area.

    I explained that the event snuck up on me, and I only started planning the invite list three weeks before the event. Due to the last-minute nature of the gathering, I opted to invite people in the DMV area versus my friends from outside the area – I didn’t want to be disrespectful by asking them to travel on such short notice.

    I also noted that I didn’t want to be disappointed if he and others declined to come to the event. So I played it safe in terms of inviting people who were local.

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    In the moment, I felt the conversation went very well. I also checked in with my friend a few days after our walk, affirmed my appreciation for his willingness to communicate his upset and our ability to work through it.

    The way this conversation unfolded exemplified effective communication. My friend approached me with grace and vulnerability. He approached me with a level of curiosity that didn’t put me on my heels — I was able to really listen to what he was saying, apologize for how my decision impacted him and vow that going forward, I would always ask rather than making decisions for him and others.

    Our relationship is intact, and I now have information that will help me become a better friend to him and others.

    4. Be Mindful of Delivery, Timing and Messenger

    Communicating effectively also requires thinking through the delivery of the message one intends to communicate as well as the appropriate time for the discussion.

    In an Entrepreneur.com column, VIP Contributor Deep Patel, noted that persons interested in communicating well need to master the art of timing. Patel noted,[1]

    “Great comedians, like all great communicators, are able to feel out their audience to determine when to move on to a new topic or when to reiterate an idea.”

    Communicating effectively also requires thoughtfulness about the messenger. A person prone to dramatic, angry outbursts should never be called upon to deliver constructive feedback, especially to people whom they do not know. The immediate aftermath of a mass shooting is not the ideal time to talk about the importance of the Second Amendment rights.

    Like everyone else, I must work to ensure my communication is layered with precision and care.

    It requires precision because words must be carefully tailored to the person with whom you are speaking.

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    It requires intentionality because before one communicates, one should think about the audience and what the audience needs in order to hear your message the way you intended it to be communicated.

    It requires active listening which is about hearing verbal and nonverbal messages.

    Even though we may be right in what we say, how we say it could derail the impact of the message and the other parties’ ability to hear the message.

    Communicating with care is also about saying things that the people in our life need to hear and doing so with love.

    The Bottom Line

    When I left the meeting with my dear friend, I wondered if I was replicating or modeling this level of openness and transparency in the rest of my relationships.

    I was intrigued and appreciative. He’d clearly thought about what he wanted to say to me, picked the appropriate time to share his feedback and then delivered it with care. He hit the ball out of the park and I’m hopeful we all do the same.

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    Featured photo credit: Kenan Buhic via unsplash.com

    Reference

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