Top 10 Ideas For Press Releases To Gain You The Exposure And Attention You Deserve

Sometimes it’s hard to think of news for your company that you should be telling the world about through press releases.  Following is a list of ideas to get your press release campaign jumpstarted.

Promotion or Hiring of a Person

When someone is hired to a position or when someone is promoted, issue a release.  It’s also wonderful for employees to see their name in print.

Event

If you’re planning a reception, conference, 5K walk, or any other type of event, they’re great for getting media attention.

Expanding Business

When your company expands, it’s newsworthy.  People love to hear about companies that are growing. This could be for a new location or entering a new market.

Contribution to a Charity

It’s always uplifting to hear about ‘good news.’  Issuing releases on contributions or participation in charity events raises the brand equity of a company.

Winning an Honor or Award

Whether your company or a person in your company wins an honor or award, spreading the news is fantastic to create goodwill.

Product Release or Upgrade

Let everyone know what a value you are with your new product introductions and upgrades.

Sales promotion

Do you have a special sale for a product or service?  Make sure everyone knows by writing a press release.

Joint Venture/Strategic Partnership

Have you created an amazing relationship that going to drastically benefit your client base?  Spread the news with a press release.

Re-organization

When you’ve re-organized to re-position your company and operations, releases can be effective information sources.  NOTE: This is not always a good idea if it could be perceived negatively (i.e. reductions in forces, etc.)

Sponsorship

Maximize the money you’ve invested in a sponsorship by sending out a press release talking about the sponsorship and why it’s significant.

After reviewing this list you may realize that you have a lot of happenings that are newsworthy and can write press releases around them.

The Biggest Key in Networking is Follow Up— Make Sure You Do It!

If you meet someone at a networking event, make sure you follow up.  So many people go to an event only to take a stack of business cards and pile them in a drawer or on their desk. The biggest key in making networking successful for you is following up.  Make sure you do so.

Create a follow up process that supports what you say about yourself in elevator pitch.  And, follow up with people in the way that they ask to be communicated with.  For example, make sure you have note cards matching your brand identity, a signature in your email, and a phone message scripted out… all with the same wording so that your brand is seamless.

Also, create your own system that works best for your style and schedule… especially when you’re not sure how someone would prefer to be contacted. I personally follow up with people with hand-written notes. If I see something that they might find of interest, I send it to them.  And, I take a day every few months to go through my contact list and just check in with people that I haven’t talked to in a while.  Doing this also ensures that I’m keeping my database updated.  Many people move around and change positions.  They key is you must be genuine in all that you do.  And, follow up in a way that supports who you are and what you offer.

It can take weeks, months, or even years to sell someone.  This is tough when we live in a society of instant gratification.  When that person or company has a need, you will be top of mind because you continued to follow up.  Or, if they don’t have a need, they may become one of your raving fans that will recommend you in a heartbeat.  You also need great contacts that can make recommendations to you when you have a product or service that you need.

If nothing else, he or she can become a great friend that provides invaluable feedback.  Embrace a relationship for what it is meant to be and nurture it.  You never know when the opportunity will come up for you to work with that person closely.  Having that relationship in place ahead of time will go a long way.

Your Ad Reps Can Be Your Greatest Advocates- Cultivate The Relationships

If you’re like a lot of people that manage a marketing budget, the thought of answering another call from an advertising representative is something you simply don’t want to do.  People are turned off by the typical ‘hard sell’ mentality.  Fortunately, the majority of advertising representatives are now trained as consultative sales.  And, if you’re in a specific B2B or technology niche, they are, many times, folks that have been in the industry for years.  It’s because of this that you can turn ad reps into great advocates for you and your brand.

Ad reps can be a wonderful resource— especially when your budget has been slashed and the economy doesn’t show signs of getting better.  The last thing you want to do is turn another person down for yet another potentially great opportunity.  However, you can work toward building a relationship that will stand the test of good times and bad.

By working on a relationship beyond signing sales orders or quick ‘yes’ or ‘no’ conversations, you can garner many benefits:

-       Getting a pulse on the industry- few people talk to a variety of businesses as a sales rep does

-       Having someone that understands your marketing strategies so they work harder with management to create the right tactics that are right for your business

-       Gaining an internal advocate for your products and services- editors cannot be in all places at the same time and they do ask their ad reps what innovative things they’ve seen.  NOTE: There are no guarantees and you shouldn’t push this because there is clear separation between sales and editorial

So, now that you want to cultivate this relationship, how can you?

-       Go to lunch. If they are close by this is easily done and gets your both out of the office to develop more of a rapport

-       Meet at trade show.  If you’re only in the same place a couple times a year, schedule time, make the time, and be on time. It’s also a good time for dinners or entertainment

-       Answer emails and voice mails in a warm, timely manner.

-       Focus when you’re talking. Don’t multi-task, but engage in a real conversation.

-       Make serious consideration to what they are pitching and give honest, meaningful feedback on why it will or will not work.

You might be asking, “How does this help your advertising sales representative?”  Here are a few benefits they gain from the relationship:

-       Understand your business better

-       Create packages tailored to your business

-       Get an even better understanding of the market overall

-       Give them information to management on where sales stand and why

Keep these tips in mind the next time you meet with your ad rep and you will be on your way to cultivating a solid relationship that will prove to be one of your most valuable.

Create a ‘Meet and Greet’ Mindset for Networking Success

To be successful at networking, you need to ensure you’re in the right mindset first.  There are a few simple steps that you can follow when attending events to harvest the rewards of networking.

An Attitude of Giving

You must have an attitude of giving first.  If you approach potential contacts at networking meetings with the clear intent of collecting business cards and simply adding to your list you will not establish the rapport and relationships necessary to succeed. We’ve all encountered ‘card collectors’ and can spot them a mile away.  They rush up, shake your hand, tell you what they do, and give you a business card. Even though they ask what you do, it’s obvious they are looking over your shoulder for their next victim while you’re talking.

Engage in Meaningful Conversation

It’s much better to go into a room and have a couple meaningful conversations than to shake a thousand hands and not remember a thing about anyone afterwards.  Draw more out of your new contacts by asking them open-ended questions that start with words like ‘How…?’

Focus on The Other Person

Take the spotlight off yourself.  Listen and ask questions that will help you get to know people on a much deeper level.  Give your elevator pitch when asked.   Everyone has something interesting about them and sometimes you may need to dig for that.  You’ll get into the offices of CEO’s that stellar sales people can’t- simply because you truly want to know the realities of their situation.  Take the time to get to know them as a person instead of looking for what you can get out of them or sell to them.

We do business with companies and people that we know, like, and trust.  It is your responsibility from the first impression on to demonstrate that you are worth knowing, liking, and trusting.  If you follow these few simple mindset steps, you’ll be on your way to networking success!  (And, always remember your business cards when you go).