1. FREE Publicity! Media Attention For Your Business

2. Current Marketing Options
Advertising = Exposure – Expensive
Word of Mouth = Important – Slow (one to one)
Vendor Leads = Good

3. Benefits of Free Publicity
Credibility
Thought Leader
Brand Exposure

4. SEVEN things to remember

5. Have a plan

6. Follow your customers
What media are they reading, watching, listening to?

7. Know the Media (Print, Online, TV, etc.)
Deadlines, editors, stories they like, special sections, etc.

8. Know the editor
Editors assign stories to staff journalists and to freelancers

9. Know the journalist
Journalists write the stories and are looking for sources, quotes, insight, etc.

10. They have feelings

11. Develop a relationship….
Occasional , occasional phone call, short lunch

12. Timing…
Your priority is not their priority; respect deadlines

13. The news equation

14. Story / News
Readers
Advertisers

15. YOUR OPP!
Story / News
Readers
Advertisers

16. Remember – it’s all about news and stories

17. News = Food for Journalists

18. News? Statistics Trends Commentary on news of the day Events
Charity Work
New Services
New Products

19. But Wait
There’s More…

20. Your Customers
Variety of scenarios. Great stories. News Gold Mine!

21. Being Attractive To Journalists
Appear Knowledgeable
Be Knowledgeable

22. How…?
Blog
Fat Rolodex
Information

23. The Interview Speak clearly No jargon Be for real
Be informative but brief
Use numbers / data
Give real stories, examples
Be prepared

24. Can you clearly explain what you do? Elevator pitch
Quick tiP

25. Often times journalists come to associations and chambers for leads in who to speak to.
Quick tip

26. Follow up “Thank you” When Where
Card? Thank you note? ? – Sure. Why not?

27. Hiring Public relations

28. Outsourcing PR Extension of you Their expertise Their connections
Tools (press releases, media kit, person profile, etc.)

29. Guaranteed Media Placement

30. Press Releases
Traditional press releases are dead
Include links to rich information (photos, audio, video, etc)
Optimize press releases for search engines
Shift Communications “Social Media Release” (Google it to download it)

31. Ramon Ray Editor, Technology Evangelist & FOE Smallbiztechnology.com
Thank you!
Ramon Ray Editor, Technology Evangelist &
FOE
Smallbiztechnology.com