Advertising and Marketing

It’s a real shame. If you open most any newspaper in the country you’ll find at least
one story you know really didn’t need to be there. It just isn’t that relevant or
interesting. But somehow it made it in.

You can’t help but wonder if it just happened to be one of those days when
absolutely nothing worth mentioning happened to any one of the 6 billion
inhabitants of this planet. And you know that isn’t true either.

Nothing made it to the news because tons of people around the world made the
first, worst mistake in announcing a news story.

They didn’t.

They had information that people around their community, across their country or
around the world would love to know. They came up with an idea that could
revolutionize an industry, but gave up because the mainstream assured them the
only way the press would listen would be through the very expensive advertising
department. But that’s far from true.

Where advertising might cost you money, news typically costs the newspaper, radio
or television station plenty of money to gather. They pay reporters, correspondents,
wire services and anybody else they can find for good news stories. If you have a
great story to tell, they’re more than willing to accept a freebee.

But it needs to be in the right format, while following certain industry standards.
You can find plenty of free advice on how to format a press release at my web site,
located at: www.PressReleasesMadeEasy.com.

If you’re looking for a complete, extensive course on the subject, you can find it at
my site on line at www.Hartunian.com/prkit. Among the advice you’ll find there,
here are some of the other reasons why great news stories never get noticed:

1. Many great press releases get tossed, unread, because they’re too long. A
program director or editor going through a stack of press releases won’t typically
stop to read that 5-page essay on why some business thinks they have a great
product.

Most press releases are double-spaced and fit on a single page. If you can’t get your
entire message in that space, then you might want to consider hiring a professional
writer.

Getting past the fluff and color and getting down to the story is an art. It’s worth
developing, or at worst, paying someone else who already has, for their help.

2. Another reason a lot of the press releases are never read is because they’re
obviously self-serving. You may feel your new product is the hottest thing going,
but will someone else buy a newspaper to listen to you brag? Remember, editors
and program managers are in the news business.

If you can’t spin what you have to say in such a way as to make it sound just as
fascinating or useful as that juicy stuff about the upcoming election or that tragedy
in the Middle East then chances are it won’t make the cut.

3. Many great stories are missed because they come too well packaged. A dozen
roses or even fancy letterhead are surefire ways to slap a big sign across the front of
a press release that reads “AMATEUR”. Forget about the bribes. Editors know to
watch out for fancy packaging. It typically reflects a story that needs a lot of fact
verification and may or may not accurately reflect something it promises.

Simple white paper with the correct traditional headline and format is usually a
simple way to make it to the “A” list on the editors desk.

4. Timing can make or break a good story. Obviously, announcing your new “Santa’s
Village” that includes $2 million dollars worth of animation and the ultimate Disney-
style drive through cars would be a waste of time if it arrived on an editors desk in
the middle of January.

If at all possible, timing your releases correctly can ad up to a good solid foot inside
the proverbial newsroom door. Many people are in a rush to get their press release
out. I understand. It’s exciting. You just wrote your masterpiece. Now you want
the media people to acknowledge it by calling you for interviews.

But hold on as best you can and consider whether or not you are sending it out at
the best possible time. That could be the difference between getting the interview or
not.

Obviously this list isn’t extensive. There’s probably as many “insider tips” as there
are insiders, but following these 4 suggestions will definitely put your press release
up there in the top 10% or so of “good guys” that get a decent chance turning into
an interview.

# # #

Paul Hartunian is widely considered the world’s leading authority on writing press
releases and getting publicity for any product, service, cause or issue.
Subscribe to Paul’s free publicity ezine “Million Dollar Publicity Tactics”. By going to
http://www.Hartunian.com/ezine. Also be sure to check out all the great free
publicity resources at his website http://www.Hartunian.com.
Also be sure to read the story of how Paul used press releases and publicity to
become the first person in history to really sell the world famous Brooklyn Bridge.
You can read the story at http://www.Hartunian.com/bridge.html.
You can reach Paul at (973) 857-4142 or by email at Paul@Hartunian.com.

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Tags: free publicity, How To Write A Press Release, press release, publicity

Many of the marketing texts argue that marketing is a logical process with a natural structure which can be viewed primarily as a method of: understanding the marketing environment; using the marketing mix; developing a marketing plan based upon the use of the mix; implementing a plan through a strategy; and finally, using a control method to ensure the strategy is adhered to. This marketing process is reviewed and evaluated regularly and modifications made to the use of the mix to take account of market changes impacting upon competitiveness. This view of marketing seems to suggest that much of the marketing theory relate to multinational enterprises, which are internationally based and have global ambitions. The EU market constitutes a differentiated marketplace in terms of culture, competition, and organization strategies used to penetrate the target market. Although these differences have their implications interfere with a country’s business planning, EU is considered as an opportunity for companies worldwide to expand through internationalization strategies and compete with major players in terms of sales, profits, market shares and organizational momentum.

Another core issue in marketing is the growth and importance of theories in networking and interaction. This view looks at the way in which companies and organizations interact and consequently network with each other to gain commercial advantage in world markets. The network can be using similar subcontractors or components, sharing research and development costs or operating within the same governmental framework. Clearly, being within the EU, a trading block with no internal barriers creates its own networks. Collaborations in aerospace, vehicle manufactures and engineering have all sponsored the development of a European outlook based on its own internal market network. This network and interaction approach to marketing shows the substance of being able to influence decisions by knowledge of how the EU network works or interacts.

The EU is a rich, diverse market, with a vibrant and varied cultural heritage; this means that although there has been a harmonization process within the 15 states as a result of the formation of EU, there are still differences. Rather than business being simpler as a result of the union, it should be recognized that because of regulation and need to restructure in a global market it can be highly complex. It should be remembered that the Europeans have a high-income average and like to have their cultural differences recognized. Those firms that will or have recognized this have a good chance of developing a successful marketing strategy to meet their needs.

Furthermore the marketing operations of EU companies need to be adapted in order to respond to the multiple of changes which have taken place in Europe. However, it is not possible to identify clearly how companies should modify their marketing operations. Some companies face radical change to overall strategy as well as to marketing operations. Other companies are more likely to consider minor alterations to their existing strategies and marketing initiatives. The only “golden rule” as is so often the case is that there are no “golden rules.” EU companies need to assess their marketing response to the changes in the European environment, on the basis of careful studying the effects of these changes on their current and likely future activities.

Jonathon Hardcastle writes articles on many topics including Investing, Business, and Finance.

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When faced with the prospect of writing a press release, most writers (even the most well-seasoned) would cringe at the thought. The idea of a press release sounds difficult, but it is not.

A press release is actually a simple form. Once you’re used to them it is easier still to create the release for your own company. Here are the basic steps that you will need to follow:

- Find out the format - Depending on where you are submitting the release, the format may be different. Try to determine what the person reading it will be looking for before you send it off to them.

- Put it on company letterhead - You want the company that is the focus point of the press release to be emblazoned on the top. This allows the media to know immediately who the ’star’ of the press release is and who they need to contact if they want or need more information.

- At the top of the press release, it should read ‘PRESS RELEASE’ and if it’s for immediate release, then put ‘IMMEDIATE RELEASE.’ These are placed in the top and left hand margins, respectively.

- The headline needs to be in boldface print in the center of the top of the document under the ‘PRESS RELEASE’ and ‘IMMEDIATE RELEASE’ statements.

- The main text of the press release should offer some sort of valuable and interesting information that a reader would want to know about. In terms of business, you would want to talk about a new innovation or a new product that you are releasing.

- You’ll also want to include relevant quotes from people at your business to help add credibility to the statement. The more that you attempt to make the press release exciting and personal, the more likely you are to get it released in media markets.

- Make sure that the press release is clear and well formatted. Try to use common fonts and leave space so that your reader doesn’t feel overwhelmed by the content.

If you’re still not feeling like you’re the one to write your own press release, there are plenty of copywriters that you can hire for the job. By giving the copywriter the information that you want to share with the audience as well as the format that you expect to release the press release in, you will be well on your way to having your news be on the news.

Lynn VanDyke’s content website is in the top 1% of all websites worldwide according to Alexa. She recommends this hosting company for your online business. You can work directly with Lynn by visiting her site.

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Tags: press release