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- 2007-11-13 22:16:19 - Detailing the famous kentucky derby train
- The annual detailing of the Kentucky Derby Train is an annual ritual for the beautiful long sleek historical piece of American History. It may seem easy to detail such a fine piece of machinery, but it take many man-hours and they expect it perfect. Such a job is sure to inflate the egos of the company with the contract and make some ice pictures for their portfolio.My company, The Detail G...
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- 2007-11-13 22:16:19 - Marketing-minded financial planners, focus on main points during an interview
- You never want to inundate a reporter with information, but you don't want to be branded a one-trick pony either. That's why I recommend coming up with three key points for every interview you do.In advance of every media call or interview, think carefully about ? and write down ? the three key points you want to convey. Keep that list in front of you, or memorize it cold. Wherever the talk...
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- 2007-11-13 22:16:19 - Publicity wont thrive on press releases alone
- Press releases are a useful tool for announcing news and for keeping your name in the mind of the news media.But you can't build a successful publicity campaign on press releases alone, for the simple reason that very few press releases ever make it into the paper.You may think that your press release contains terrific, useful news, but you share that belief with the other three hund...
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- 2007-11-13 22:16:19 - Writing a press release: the design basics
- Big corporations like General Motors and Coca-Cola spend thousands of dollars on press kits with specially-designed folders, full-color stationery, digital photos and lots of other goodies. Does this make a reporter more likely to do their story? In my experience, the answer is no.Regardless of the appearance of the information, there are two basic things in a press release that lead to fre...
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- 2007-11-13 22:16:19 - Writing a press release: how to write quotes
- Ideally, you will have two types of quotes in your press release. A quote from yourself is mandatory. To give your release extra impact, get a quote from a third-party.Quoting yourself may seem unnatural to you at first, but it's what every reporter expects. Your quote should be about the information in the press release, not about how great you are. As I always say, the key to getting publ...
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- 2007-11-13 22:16:19 - Publicity: three tips on writing a press release
- Use journalistic styleReporters are busy. Just like you.So when you write anything for the media, be concise and tight.Short, simple, sentences. Lively. Ridiculously short. Even if they seem to violate those fourth-grade grammar rules about complete sentences.Save big, sophisticated words for impressing old English teachers at school reunions. To get free publici...
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- 2007-11-13 22:16:19 - Writing a press release: inverted pyramid style
- A term you'll hear in newsrooms, in editing meetings, in Journalism 101, but almost nowhere else, is "inverted pyramid."The "inverted pyramid" style is the goal of every newspaper reporter, and, if you want free publicity, it should be the goal of your press release as well.What is an inverted pyramid? It is the structure of the press release. It simply means that you should put the ...
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- 2007-11-13 22:16:19 - Writing a press release: the medias dirty secret
- There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. Or from out of the envelope into the "round file."That's part of the reason reporters don't like to be asked "did you see my press release." They probably did, but they threw it in the trash so they don'...
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- 2007-11-13 22:16:19 - Publicity: write a letter to the editor for free publicity
- Ever wonder why papers devote a page or more to letters to the editor? Because subscribers love to read them!Letters to the editor are among a paper's most popular features, so getting your name underneath a letter can be even more valuable that being quoted in a news article.Letters to the editor can't just be about anything-they have to be related to the news. The ones most likely ...
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- 2007-11-13 22:16:19 - Marketing-minded financial planners, join your professional organization to get free publicity
- Unlike some professionals like lawyers and doctors, financial planners aren't required to be members of a professional association.However, if you want to take advantage of a great way to get free publicity, you marketing-minding financial professionals will join an association like the Financial Planning Association or the Society of Financial Service Professionals.Get active first ...
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- 2007-11-13 22:16:19 - Publicity: the right way for marketing-minded financial planners to follow up with a reporter
- Let's say you've called a reporter with some ideas for stories about financial planning, and they seemed interested. Congratulations! First, pat yourself on the back. It takes intelligence and gumption to come up with ideas that reporters like.Next, consider how you are going to follow up. Reporters are usually working on several stories at once, and unless they are coming to meet you today...
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- 2007-11-13 22:16:19 - Financial planning publicity: when talking to the media, dont fake what you dont know
- Relationships are based on trust-not just romantic relationships, or doctor/patient relationships, but practically any relationship, even the one with your auto mechanic.That's why the absolute worst thing a financial planner can do in their relationship with a reporter-especially a new relationship-is to give them false information.Remember, they think of you as a subject matter exp...
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- 2007-11-13 22:16:19 - Publicity: marketing-minded financial planners, never say these words to a reporter
- Everyone has something that drives them up a wall. You may be surprised at what aggravates reporters.They deal with horrors like jargon-filled press releases, poorly-written news advisories, and gimmicky pens and mousepads, but reporters consistently and overwhelmingly name one habit of publicity-seekers as their number one peeve.What is it? It's when someone calls after a press rele...
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- 2007-11-13 22:16:19 - Publicity: five tips for calling a reporter
- Always ask, "Is now a good time?"Deadlines in journalism are unrelenting and unforgiving. Using these as your first words after "hello" shows the reporter you're sympathetic to her needs. It also ensures your pitch gets heard when the reporter is devoting proper attention.Your goal: attractIn your first contact with a reporter, don't come off ...
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- 2007-11-13 22:16:19 - Publicity: marketing-minded financial planners, take a reporter to lunch
- Sometimes a phone call isn't intimate or long enough to convey all the information you have for a reporter.Two examples would be: if you have a dozen or so story ideas, or if you'd like to explain an extremely complex financial concept or strategy to a reporter.If this is the case, you should consider offering to meet the reporter over coffee or for a quick lunch, for a "backgrounder...
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- 2007-11-13 22:16:19 - Publicity: when calling a reporter, keep it short
- When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).When phone solicitors call you, you don't want to hear a long explanation of their product. You just want to know the basics so you can make a quick decision and get back to work.That's why, in a first call or contact with a repor...
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- 2007-11-13 22:16:19 - Publicity - use this system to track publicity progress
- Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity. Second, you don't ever want to contact a reporter twice about the same story. You will immediately destroy your credibility.In my years as a public relations professional, I'v...
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- 2007-11-13 22:16:19 - For marketing-minded financial planners, small publications can have great publicity impact
- Just because a publication is small doesn't mean that getting your name in it won't have great impact.Trade on the reputation of the tradesSome of the trade publications have very loyal audiences who are much more likely to trust someone they see there than someone on the local news or in The Wall Street Journal. Now I'm not talking about the trade publication for your profess...
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- 2007-11-13 22:16:19 - Free radio publicity for marketing-minded financial planners
- Radio is a powerful publicity tool. Most stations offer news and talk programming. Those shows are put together not necessarily by the voice you hear on air, but by people called producers.Getting to know producers, and giving them reasons to showcase you on air, is a very doable for most people in most towns. How? The same way you'd contact a print reporter, which I discuss in my other art...
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- 2007-11-13 22:16:19 - Publicity - the right media person to call for free publicity
- You won't accomplish much if you call the gas company to ask about your cable bill. Make sure that when you call about your story that the reporter you are contacting is the right person.Don't call a business reporter who covers the pharmaceutical industry with ten tips on getting kids to take their medicine. Find the writer who handles parenting or consumer medical stories for that....
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- 2007-11-13 22:16:19 - Financial planners get free publicity with email
- In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing.Many reporters favor e-mail anyway, so use it. Call the media outlet or check its staff listing to get the reporter's email address. Sometimes reporters email address...
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- 2007-11-13 22:16:19 - Publicity - what to say to a reporter
- You can have dozens of marvelous ideas to get free publicity, but nothing will happen unless you pick up the phone and call a reporter.Here's where the publicity game gets interesting for marketing-minded financial planners. You've been tracking reporters ? you know who covers your topics. You've been tracking Topic A's and trends affecting your market. You're ready!When you call a r...
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- 2007-11-13 22:16:19 - Go ahead, marketing-minded financial planners, call a reporter
- Yes, you can call a reporter.I've said it before, in dozens of articles and presentations to financial planners looking for free publicity. Hopefully now you're getting comfortable with the idea. Go on. Pick up the phone. Reporters and newspeople are human beings like the rest of us.They can, and do, take phone calls.Just be ready with a couple of useful story ideas ? about yo...
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- 2007-11-13 22:16:19 - Three publicity tips for marketing-minded financial planners
- Financial planners, the first thing to know about reporters is this: they are busy.Often, they are too busy to read a press release, too busy to wait for you to call back, too busy to find the "best" resource. This leads to three tips for marketing-minded financial planners.When a reporter calls ? move quicklyA reporter calls you. Great! Now what? Just remember this tip...
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- 2007-11-13 22:16:19 - Publicity: polls and surveys are a great path free publicity
- When I search Google News for "surveys," I get nearly 50,000 results. When I search for "stocks," I get about 54,000. The media love polls and surveys.Here are just a few headlines in the news as I write this, generated directly from surveys:Survey: CEOs cut expectations of economy Survey: Israelis more depressed, anxious than Western Europeans Survey shows farmers aware of s...
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- 2007-11-13 22:16:19 - Marketing-minded financial planners: get free publicity by choosing the right outlets
- Sure, any publicity is good. But don't invest time and effort to be in "Lucky: The Magazine for Shopping" if your major topic is planning for college. Go where your market is!Which media outlets are the best for you? Easy answers ? and the Home Run of publicity ? include national giants like CNN and The Wall Street Journal. These outlets reach millions of people...and they also ha...
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- 2007-11-13 22:16:19 - Publicity - how to get your story on television
- A press release telling about "Stevie, the Water-Skiing Squirrel" will never get that talented mammal on the TV news.But that same press release, accompanied by video of Stevie jumping over mini-ramps in an inflatable pool, will make the news 99 days out of 100.Words on paper or screen alone do not make a TV story. If you want to crack the TV news or the talk shows, you must demonstr...
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- 2007-11-13 22:16:19 - Publicity - tips on dealing with the media
- You thought of it, you researched it, you wrote it. So you own your story. At least you do until you send it to the media.At that point, they are free to do whatever they want with the information you gave them.Your job from then on: control and communicate it to the maximum. Offer new information if you find it. Steer them to resources that may help them flesh out the story. Assure ...
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- 2007-11-13 22:16:19 - Publicity - how to write a headline that will garner free publicity
- Taking your ad and turning it into paragraph-style prose is not a press release ? chances are it will only lead the publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic the audience needs to know.Any press release that reads too much like an ad will likely lead a media person to forward it to the advertising department....
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- 2007-11-13 22:16:19 - Two donts for financial planners seeking free publicity
- Many of my clients have had the misguided perception that they won't be able to get media coverage from a publication that their larger competitors advertise in. Nothing could be further from the truth.Most respectable publications erect a wall separating advertising and editorial (news/feature) coverage. Reporters and editors are specifically instructed to not give preferential treatment t...
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