Your hands-on approach to best practices for promoting to the media
Many tools and strategies can help you get publicity. The information and worksheets in this section will help you create your unique messages and learn to work with the media to effectively promote your products or services and your company or organization.
1 – Developing Your PR Message
2 – Writing Effective Press Releases
3 – Other Tools of the Trade
4 – Targeting the Media
5 – Getting the Word Out
6 – Providing Review Products & Conducting Demonstrations
7 – Following Up on Publicity
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OK, Here’s How to Do Public Relations and Build Some Buzz…
- Getting Started
- Developing Your PR Message
- Define Your PR Goals
- PR Goal Worksheet
- Language of PR
- Product Positioning
- Positioning Worksheet
- Company Positioning
- Features vs Benefits
- Writing Press Releases
- Press Release Formatting
- Press Release Templates
- Personnel Changes
Tools of the Trade
- Press Kits
- Backgrounder
- Reasons to Review
- Reviewers Guidelines
- Case Histories
- Comparison Charts
- Photographs
- Sound Bites
- Response Cards
Getting the Word Out
- Targeting the Media
- How to Use “Help A Reporter Out” (HARO) to Engage the Media
- Identify Your Priorities
- Distributing Your Press Releases
- News Wire Services
- Track Your Media Contacts
- Obtain Editorial Calendars
- Know What is News
- Pitch Your News by Phone
- Writing Effective Pitch Letters
- Reach Reporters Using E-Mail
- Send Faxes
- Grant an Exclusive?
- Provide the Info They’ll Need
- Breaking News
- International PR
- Tracking Your Media Coverage
Providing Review Products & Demos
Following-Up on Publicity
- Acknowledge Good Reviews
- Follow-Up on Errors in Reviews
- Respond to Bad Reviews
- Build on Positive Reviews
- Deal with Negative News
- Keep in Touch
- Monitor Results
- Measure Results
Conventions & Tradeshows
- The Value of Conventions & Trade Shows
- Do Your Homework
- Prepare Your Demos
- Set a Realistic Budget
- Booth Decisions
- Announce Your Events
- Free Info from the Press Office
- Schedule Appointments at the Show
- Where to Meet Reporters
- Get Pre-Show Coverage
- Publicity Without a Booth
- Get the Most Out of Every Show
- Cover All the Bases
- Press Facilities
- Press Kit Room
- Keep Requests from Falling Through the Cracks
- Booth Etiquette & Body Language
- Train Your Staff to Handle Reporters
- Seek Out Reporters
- Approaching Reporters at a Show
- Where the Reporters Congregate
- Get Coverage by “Piggybacking”
- Attend Trade Show Parties