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Hub You - Under the Radar Tactics for PR Challenged Authors
When traditional consumer opinion surveys met the speed and efficiency of the Internet, there was a blinding flash of light and paid online surveys were born! Well... maybe it wasn't exactly like that, but paid online surveys were one of the notable results.Because of this it is now possible, and not very difficult, to get paid to take short online surveys. You can do this from anywhere you have access to a computer and an Internet connection.Here is how to get started:1. Life on the frontier. Recognize that, as with almost anything new, the whole area of paid online surveys is still in the "wild frontier" stage of development. There are various groups looking for easy pickings amongst the gullible, so you need to tread with some degree of care. The benefits are there, but there are also dangers to be avoided.2. Get
The following day, FAX the release to each editor with the following message preceding the actual release. “Yesterday, date, I e-mailed you the following media release. The subject line is _____________ and my e-mail address is ___________. As I know you are inundated with e-mails, and the SPAM filters can also play a role, I wanted to ensure that you received it. If you did not and would like me to resend an electronic version so you do not have to retype it, please let me know.”
Faxing a copy is a great follow up reminder and provides them with a hard copy version in addition to the electronic version.
3. Call and Leave a Message after Hours
Then, in the later evening or early morning, call and leave a voice message when you know they are not in the office. The message can be as follows:
“Ms. ______, This is _______. I wanted to follow up with you concerning my media release. (Describe your content and why her readers will love it). In addition to e-mailing it on (Date), I also faxed it to you. My phone number is _________. If you have any questions or need more information, please call or e-mail me. Again, my phone number is ___________.”
4. Follow Up E-mail T
Are you losing visitors to your web site due to slow page load times? Is your site being penalized because the images on your site are too large? Are you able to capture your visitor’s attention in the first 10-15 seconds that they are on your site?All of these problems can be caused by an improperly optimized web page. In other words, the page loads too slowly and your visitor leaves before you have had a chance to hook them.Optimizing a page for quick load times can be broken down into 3 broad categories: the basic coding of the page, scripts that are used on the page, and images. Of these three, images that are too large can have the most significant impact on load times and therefore have the greatest potential for improved page loading times if properly optimized.A brief primer on image typesThere are many image formats in common use
If you are not a PR professional, then you have two choices to obtain your piece of the PR pie for your book:
• Compete with PR professionals using traditional methods to cultivate media contacts and develop excellent follow up skills, or
• Use technology and under the radar tactics to accomplish both
A Word of Caution
Regardless of which technique you chose to use, you still need to have something of interest to offer the media. Just having written a book may be okay to get some courtesy coverage in your local newspaper, however, unless you are a celebrity or controversial, it will not produce your desired results. You need to spend time upfront determining what you can offer that the media will want to share with their readers, listeners or viewers.
One suggestion is to become an expert on a niche topic that is associated with your book’s theme. For example, if you’ve written a novel about how your main character faced or overcame a particular hardship or illness, you can offer quality information that will help others who are experiencing the same challenges.
Create a content-rich Website that provides valuable information about your niche topic and use your book for credibility. Essentially, do not promote your book – promote yourself as an expert and published author on your niche topic. This approach will attract the media’s attention and your expertise will help you to sell more books, as well as help others.
How to Effectively Use Technology to Accomplish Your Book Marketing and PR Goals
To say that media professionals are inundated with telephone calls and email messages is an understatement. To be effective in this era of information overload, you need to develop both “proactive” and “passive” campaigns. The proactive component is directly contacting the media, while the passive component is having your content-rich Website place in the “Top Ten” of the major search engines. When reporters and producers are searching for information on your niche topic, they need to be able to find your Website.
Under the Radar PR Tactics
When you conduct your PR campaign, you need to use a “rifle,” as well as a “shotgun” to achieve better results. For example, posting your press release on-line or paying to have it mass distributed can produce disappointing results unless you write it for good search engine placement and follow up with the editors and producers that you have contacted.
The PR “Shotgun” Approach
1. Write a Keyword-Rich Media Release
Incorporate one major keyword phrase and two – three secondary related keyword phrases into your release. This helps to ensure that the search engines index it and give your release a good ranking.
2. Post Your Release to the Free Press Release Distribution Websites
Make your release available to reporters and producers by posting it to the free press release distribution Websites including:
PR Web - http://www.prweb.com
MediaSyndicate - http://www.mediasyndicate.com
Free-News-Release - http://www.free-news-release.com
Press Release Spider - http://www.pressreleasespider.com
3. Sign Up for Google Alerts
Google Alerts are email updates of the latest relevant Google results (web, news, blogs and groups). By entering your keyword phrases and e-mail address, Google will forward links to the posted items. This will act as your clipping service - http://www.google.com/alerts?hl=en – Include your name as one of the keyword phrases.
The PR “Rifle” Approach - Research - Email – FAX – Leave Message after Hours – Email Again If you want to get through the information overload, this tactic will get your release noticed without initially having to talk to a reporter.
1. Research Media Contacts
Create a list of specific media contacts that are interested in your niche - including their email addresses, telephone and fax numbers. For an excellent US media research tool, go to: http://www.congress.org/congressorg/dbq/media
2. E-mail Your Release
E-mail your media release to each contact. Do not mass mail to your list. Address each contact by name and ensure correct spelling. Have a “catchy” subject line and stress the benefits you are offering their readers, listeners and viewers within the release. To test your release, contact the first five and measure your results. If the response is poor or non-existent, review your release to determine if it is written to stimulate interest. Then send it to the next five, and so on.
2. FAX Your Release
The following day, FAX the release to each editor with the following message preceding the actual release. “Yesterday, date, I e-mailed you the following media release. The subject line is _____________ and my e-mail address is ___________. As I know you are inundated with e-mails, and the SPAM filters can also play a role, I wanted to ensure that you received it. If you did not and would like me to resend an electronic version so you do not have to retype it, please let me know.”
Faxing a copy is a great follow up reminder and provides them with a hard copy version in addition to the electronic version.
3. Call and Leave a Message after Hours
Then, in the later evening or early morning, call and leave a voice message when you know they are not in the office. The message can be as follows:
“Ms. ______, This is _______. I wanted to follow up with you concerning my media release. (Describe your content and why her readers will love it). In addition to e-mailing it on (Date), I also faxed it to you. My phone number is _________. If you have any questions or need more information, please call or e-mail me. Again, my phone number is ___________.”
4. Follow Up E-mail T
California is a beautiful state adjoining to the sea shore of Pacific Ocean and that’s why it is also important as tourist destination. In the recent past the hotel sold in California has grown tremendously and it is also expected that there will be more display of hotel for sale in California in the coming year 2007. The California has some of the beautiful cities and has a lot of scope in hotel business.California is one of the best tourist stations and it is expected that after legalizing marijuana the tourist will grown in the state. The tourist railway is also playing an important role by attracting people towards the state. The grape industry is also developing fast and has recorded a tremendous growth in the last five years and therefore at present the state has a lot of scope to improve the infrastructure facilities. The expected rise in tourist in the
Create a content-rich Website that provides valuable information about your niche topic and use your book for credibility. Essentially, do not promote your book – promote yourself as an expert and published author on your niche topic. This approach will attract the media’s attention and your expertise will help you to sell more books, as well as help others.
How to Effectively Use Technology to Accomplish Your Book Marketing and PR Goals
To say that media professionals are inundated with telephone calls and email messages is an understatement. To be effective in this era of information overload, you need to develop both “proactive” and “passive” campaigns. The proactive component is directly contacting the media, while the passive component is having your content-rich Website place in the “Top Ten” of the major search engines. When reporters and producers are searching for information on your niche topic, they need to be able to find your Website.
Under the Radar PR Tactics
When you conduct your PR campaign, you need to use a “rifle,” as well as a “shotgun” to achieve better results. For example, posting your press release on-line or paying to have it mass distributed can produce disappointing results unless you write it for good search engine placement and follow up with the editors and producers that you have contacted.
The PR “Shotgun” Approach
1. Write a Keyword-Rich Media Release
Incorporate one major keyword phrase and two – three secondary related keyword phrases into your release. This helps to ensure that the search engines index it and give your release a good ranking.
2. Post Your Release to the Free Press Release Distribution Websites
Make your release available to reporters and producers by posting it to the free press release distribution Websites including:
PR Web - http://www.prweb.com
MediaSyndicate - http://www.mediasyndicate.com
Free-News-Release - http://www.free-news-release.com
Press Release Spider - http://www.pressreleasespider.com
3. Sign Up for Google Alerts
Google Alerts are email updates of the latest relevant Google results (web, news, blogs and groups). By entering your keyword phrases and e-mail address, Google will forward links to the posted items. This will act as your clipping service - http://www.google.com/alerts?hl=en – Include your name as one of the keyword phrases.
The PR “Rifle” Approach - Research - Email – FAX – Leave Message after Hours – Email Again If you want to get through the information overload, this tactic will get your release noticed without initially having to talk to a reporter.
1. Research Media Contacts
Create a list of specific media contacts that are interested in your niche - including their email addresses, telephone and fax numbers. For an excellent US media research tool, go to: http://www.congress.org/congressorg/dbq/media
2. E-mail Your Release
E-mail your media release to each contact. Do not mass mail to your list. Address each contact by name and ensure correct spelling. Have a “catchy” subject line and stress the benefits you are offering their readers, listeners and viewers within the release. To test your release, contact the first five and measure your results. If the response is poor or non-existent, review your release to determine if it is written to stimulate interest. Then send it to the next five, and so on.
2. FAX Your Release
The following day, FAX the release to each editor with the following message preceding the actual release. “Yesterday, date, I e-mailed you the following media release. The subject line is _____________ and my e-mail address is ___________. As I know you are inundated with e-mails, and the SPAM filters can also play a role, I wanted to ensure that you received it. If you did not and would like me to resend an electronic version so you do not have to retype it, please let me know.”
Faxing a copy is a great follow up reminder and provides them with a hard copy version in addition to the electronic version.
3. Call and Leave a Message after Hours
Then, in the later evening or early morning, call and leave a voice message when you know they are not in the office. The message can be as follows:
“Ms. ______, This is _______. I wanted to follow up with you concerning my media release. (Describe your content and why her readers will love it). In addition to e-mailing it on (Date), I also faxed it to you. My phone number is _________. If you have any questions or need more information, please call or e-mail me. Again, my phone number is ___________.”
4. Follow Up E-mail T
In all forms of business, and even hobbies, the people who have been involved in a particular activity for awhile will start to use different slang terms. When someone new comes along these slang terms can be very confusing. As all businesses depend on customers, you need to be careful and educate yourself on these terms so you don’t lose any sales.It recently came to my attention that online marketing has more than its share of slang for the newbie to learn. Since marketing is all about getting and keeping customers, I could see that seasoned online marketers may start have an image problem. Online marketing slang was pointed out to me by an associate who was interested in an Internet business I was marketing. While I was talking to him he asked for an explanation of what the heck I was talking about and said “Speak English Boy!”That conversation a
The PR “Shotgun” Approach
1. Write a Keyword-Rich Media Release
Incorporate one major keyword phrase and two – three secondary related keyword phrases into your release. This helps to ensure that the search engines index it and give your release a good ranking.
2. Post Your Release to the Free Press Release Distribution Websites
Make your release available to reporters and producers by posting it to the free press release distribution Websites including:
PR Web - http://www.prweb.com
MediaSyndicate - http://www.mediasyndicate.com
Free-News-Release - http://www.free-news-release.com
Press Release Spider - http://www.pressreleasespider.com
3. Sign Up for Google Alerts
Google Alerts are email updates of the latest relevant Google results (web, news, blogs and groups). By entering your keyword phrases and e-mail address, Google will forward links to the posted items. This will act as your clipping service - http://www.google.com/alerts?hl=en – Include your name as one of the keyword phrases.
The PR “Rifle” Approach - Research - Email – FAX – Leave Message after Hours – Email Again If you want to get through the information overload, this tactic will get your release noticed without initially having to talk to a reporter.
1. Research Media Contacts
Create a list of specific media contacts that are interested in your niche - including their email addresses, telephone and fax numbers. For an excellent US media research tool, go to: http://www.congress.org/congressorg/dbq/media
2. E-mail Your Release
E-mail your media release to each contact. Do not mass mail to your list. Address each contact by name and ensure correct spelling. Have a “catchy” subject line and stress the benefits you are offering their readers, listeners and viewers within the release. To test your release, contact the first five and measure your results. If the response is poor or non-existent, review your release to determine if it is written to stimulate interest. Then send it to the next five, and so on.
2. FAX Your Release
The following day, FAX the release to each editor with the following message preceding the actual release. “Yesterday, date, I e-mailed you the following media release. The subject line is _____________ and my e-mail address is ___________. As I know you are inundated with e-mails, and the SPAM filters can also play a role, I wanted to ensure that you received it. If you did not and would like me to resend an electronic version so you do not have to retype it, please let me know.”
Faxing a copy is a great follow up reminder and provides them with a hard copy version in addition to the electronic version.
3. Call and Leave a Message after Hours
Then, in the later evening or early morning, call and leave a voice message when you know they are not in the office. The message can be as follows:
“Ms. ______, This is _______. I wanted to follow up with you concerning my media release. (Describe your content and why her readers will love it). In addition to e-mailing it on (Date), I also faxed it to you. My phone number is _________. If you have any questions or need more information, please call or e-mail me. Again, my phone number is ___________.”
4. Follow Up E-mail T
You play by the rules. Your list is confirmed opt-in. You have spent time writing a compelling message and an inspiring call to action. Your graphic designers have designed a stunning custom email.You then send the email to your list but find that deliverability rates are lower than you planned. This is mostly because none of your recipients at a major Internet Service Provider (ISP) received your email. This is a disappointing outcome to say the least, and you decide to look into the matter further in order to avoid low email delivery rates in the future.Why did this ISP block your emails? You learn that the ISP has blacklisted the IP address that you share with numerous other customers of your Email Service Provider (ESP). Another email marketing customer sharing your IP address sent out an email blast and got too many spam complaints. As a result
The PR “Rifle” Approach - Research - Email – FAX – Leave Message after Hours – Email Again If you want to get through the information overload, this tactic will get your release noticed without initially having to talk to a reporter.
1. Research Media Contacts
Create a list of specific media contacts that are interested in your niche - including their email addresses, telephone and fax numbers. For an excellent US media research tool, go to: http://www.congress.org/congressorg/dbq/media
2. E-mail Your Release
E-mail your media release to each contact. Do not mass mail to your list. Address each contact by name and ensure correct spelling. Have a “catchy” subject line and stress the benefits you are offering their readers, listeners and viewers within the release. To test your release, contact the first five and measure your results. If the response is poor or non-existent, review your release to determine if it is written to stimulate interest. Then send it to the next five, and so on.
2. FAX Your Release
The following day, FAX the release to each editor with the following message preceding the actual release. “Yesterday, date, I e-mailed you the following media release. The subject line is _____________ and my e-mail address is ___________. As I know you are inundated with e-mails, and the SPAM filters can also play a role, I wanted to ensure that you received it. If you did not and would like me to resend an electronic version so you do not have to retype it, please let me know.”
Faxing a copy is a great follow up reminder and provides them with a hard copy version in addition to the electronic version.
3. Call and Leave a Message after Hours
Then, in the later evening or early morning, call and leave a voice message when you know they are not in the office. The message can be as follows:
“Ms. ______, This is _______. I wanted to follow up with you concerning my media release. (Describe your content and why her readers will love it). In addition to e-mailing it on (Date), I also faxed it to you. My phone number is _________. If you have any questions or need more information, please call or e-mail me. Again, my phone number is ___________.”
4. Follow Up E-mail T
On a recent trip to the grocery store I was behind a man who argued with the clerk over the price of a roast he was attempting to buy. It was late at night, everyone in the line was tired and ready to go home, and the clerk and his manager argued with the man until things almost erupted into a fistfight. His claim was that the price the meat was ringing up for was not the price in the ad. "I came here specifically to buy this roast," the man screamed, "and I want it for the advertised price." After all sorts of drama, I finally offered to pay the difference so the guy would get the heck out of the line. Disgusted, he stomped off without his rump roast. Had this man gotten his meat for the price he had driven across town for, he would have saved under $2.00. Now, even the most fuel efficient vehicle would
The following day, FAX the release to each editor with the following message preceding the actual release. “Yesterday, date, I e-mailed you the following media release. The subject line is _____________ and my e-mail address is ___________. As I know you are inundated with e-mails, and the SPAM filters can also play a role, I wanted to ensure that you received it. If you did not and would like me to resend an electronic version so you do not have to retype it, please let me know.”
Faxing a copy is a great follow up reminder and provides them with a hard copy version in addition to the electronic version.
3. Call and Leave a Message after Hours
Then, in the later evening or early morning, call and leave a voice message when you know they are not in the office. The message can be as follows:
“Ms. ______, This is _______. I wanted to follow up with you concerning my media release. (Describe your content and why her readers will love it). In addition to e-mailing it on (Date), I also faxed it to you. My phone number is _________. If you have any questions or need more information, please call or e-mail me. Again, my phone number is ___________.”
4. Follow Up E-mail Then wait two days and follow up again by e-mail.
Subject line: Follow up: Your release title. Ms _______, How are you? I am following up to see if you are planning to use my release on_______. I feel that your readers will benefit_______________ (State benefits, solutions, etc.)
If you have any questions, please feel free to contact me.
Thank you, Name / Phone number / Media Kit URL
Conclusion
With this technique, you are productively making several media contacts in less time and “surrounding” them with your release to ensure that they read it. You are also creating a content-rich Website that the media can find in the search engines.
When the media does express interest, remember to be professional, friendly and get them to like you.
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