Get good PR without writing a press release

Today's post is from David Oats, who is an expert at getting PR for small to medium sized busisses. Enjoy! Kathe

Get good PR without writing a press release

By David B. Oates, APR

This may sound odd coming from a PR guy, but I’m no longer a believer that the press release is the primary way most companies can generate good, positive press. The reason is simple – no one’s reading them anymore!

Here’s why: press releases used to work well when PR firms or in-house marketing folks would blast them to a set list of newspaper and magazine reporters as well as the assignment desks of various television news outlets. But those opportunities are fewer and farther between than at any time in recent history. Anyone who hasn’t been under a rock over the past year has seen the very visible demise of traditional news organizations. Once high-flying behemoths like Tribune Company (owners of the L.A. Times, Chicago Tribune, Superstation WGN and others) are now in Chapter 11 bankruptcy with other long-standing publications on the verge of going away all together. Those that remain are struggling with a skeleton staff that are now holding down multiple roles and being pulled in so many directions that they have very little time to digest a 400-word announcement from yet another “leading provider of…[insert your industry here].”

Now that doesn’t mean that news outlets don’t want to hear about an organization’s recent achievements. Far from it – they need credible sources to help them with story ideas and developing topics now more than ever. Their dwindling staffs can’t cover it all, so they need the eyes and ears of the general public to do their job. But companies must look to announce such events in a much different way – online!

So before drafting another standard press release, try these three steps first:
1. Website news posting – put your piece of relevant news on its own page within your Web site. This will service as foundation to drive journalists and other relevant parties to find out more about your organization and your latest accomplishments.

2. Post your news on at least three social network systems – This may sound difficult at first, but trust me – it will take far less time and have far greater success once it’s set up. I’d recommend getting started by launching a Facebook and Twitter account in addition to your own blog. From there, link up with friends and business acquaintances as well as the reporters from media outlets that are using the same services (I guarantee that you’ll find some of them there!). Update your status/news on a regular basis and include a link to the news posting on your Web site. If done correctly, organizations will see much more activity than they ever did by just blasting the news out to media outlets.

3. Get others to do the same – The more people who comment on your news through the same social network services, the more attention it gets, and the greater reach an organization will garner.

At its basic level, this is grass roots/word of mouth marketing – just in an online form. I’ve personally secured new clients through this tactic, and I have seen a significant increase in interest from reporters when I distribute announcements through social media platforms. I may still write the occasional press release for companies, but I’m spending far less time doing so, and figure the tactic will all but be dead in the very near future.

About the Author: David Oates, APR, is the President of Stalwart Communications Inc., a San Diego-based marketing and public relations firm. He can be reached at david@stalwartcom.com or through his Twitter ID, @Stalwartcom.

Are you having fun in your business?

Why did you start your business? Did you start it so you would have a job? Did you start it because you wanted to be your own boss? Did you start it because you wanted to make a lot of money?

With the downturn in the economy, it's time to take a look at your business and determine why you got into your business in the first place. If you are not having fun in your business, perhaps it's time to re-think what you are doing. It's time to take a day or so and figure out your short and long term planning.

Ask yourself,

"When I started my business did I envision what I am doing now?"
"If not, what can I do to change my business so that it is what I dreamed it would be?"

If you are not having fun in your business, perhaps its time to make a change so that you do have fun!

What do you think?

The Chrysler Fiasco

I have been working on a story called "Is Capitalism Dead?", but I can't print it now, because it's completely out of date now that Ken Tinnerman has broken a story that the majority of the dealers on the Chrysler "cut" list were republican donors. For a copy of the story go here:

http://www.newsmax.com/timmerman/chrysler_republicans/2009/05/27/218757.html

However, it also turns out that 88% of all car dealerships are republican:

http://www.fivethirtyeight.com/2009/05/news-flash-car-dealers-are-republicans.html

How does this affect your business? Large business corporations frequently give donations to both parties to assist them with their lobbying efforts. Small business owners do not normally have this ability because 1. They don't have the money, and 2. They are usually giving money because they truly believe in the cause.

California is decidedly a Democrat state. The San Diego area (where I'm from) has typically been Republican. I'm sure that this will be a huge topic for the water coolers today, but here is my take on it:

First of all, if most auto dealers are republican, of course there will be a higher percentage of republicans on the "cut list".

Second, this is a huge black eye for whoever has made the decision. The person or persons should have realized that this would get out, and should realize the bad PR that this would have created.

Third, business owners shouldn't have to feel intimidated by their political beliefs. I realize that individual customers can show their displeasure by boycotting, etc, but business owners shouldn't be made to feel that the government itself can take over their business because of money that they gave to one side or another.

I suggest that Chrysler release the criteria that they used to create the "cut list". In today's Twittering world they'd better move on this fast.

What do you think?

What the Tweet is Twitter?

Ok, I finally caved into peer pressure and I got a Twitter account. Kathe was already taken so I was forced to use KatheKline, even though I'm going to be changing my name someday because I got married. I guess I'll deal with that when I have to.

I found out that somebody had already twittered about my blog. I hope I have the terminology right. I'm not sure if I'm using the right words. Anyway, I'm going to be taking some marketing classes/seminars about this whole twitter thing and I'll let you know if it's any good.

Any one out there Twittering? What are your thoughts on this whole Twitter business?

For PR, enter competitions!

I read a post written by Erin Jacobs titled “How to compete with the Big Guys”. http://www.startupnation.com/blogs/index.php/2009/05/22/how-to-compete-with-the-big-guys/

Basically she is recommending that in addition to normal marketing techniques, that small businesses should sign up for contests and compete.

Her company actually did this. She works for Vertical Marketing, a company that does email marketing and postcard mailing campaigns. The company sponsored a contest, http://www.startupnation.com/leading-moms-2009 and got press from ABC news, who ran a story on the winner.

Entering contests for your business makes a lot of sense. If you win the grand prize, of course you will receive some PR for that, but even if you don’t then you will get valuable feedback on your product or service.

I like her idea and I’m going to look for some ways that I can compete, or perhaps I’ll hold a competition for business owners? Now I’ll just have to think of what the competition will be and what the prize will be.

What do you think?

Business Leader Success Advice: A Break In The Supply Chain

I read the following blog today after my day off observing the Memorial Day Holiday: Business Leader Success Advice: A Break In The Supply Chain

The author does have a point that the bankruptcy of the auto dealers will hurt suppliers and other small businesses that rely on the auto makers for their livelihoods, but I am concerned that the way the government has taken over some banks, some insurance companies, and some auto manufacturers. It's not in the interest of the free market system. It's not in the interest of capitalism.

I understand that our economy needed to be propped up, and I understand that when the bailout occured we were at a very vulnerable position--that we could have entered a recession much larger than the one we are in. But I can't help feeling that we are putting off the inevitable, that if our auto industries can't survive on their own, that they won't survive at all.

And now that we are headed towards government ownership of private business, I can't help wonder...

Is capitalism dead?

Free Choice is no Choice

Many of you are aware of the "Employee Free Choice Act", which basically takes secret votes for Unionization and turns them into public votes. I think that this idea is a threat not only to business, but also to our democracy system.

For help fighting this Act, please go to: http://www.uschamber.com/chambers/efca_gr_toolkit

What do you think?