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Hub You - The Four Seasons of Publicity - Building an All-Year Publicity
Building public awareness is a challenge all companies must face, especially with so many media channels to reach: TV, radio, print, and even internet news channels -- it can be quite daunting, but well worth it if your company or event is picked up by a reporter.One of the greatest tools to gaining good media coverage is the press release. It provides a chance to pitch your story to these media influencers and gain positive exposure.Press Release Fundamentals Don't think of the press release as a casual story pitch. Many companies and organizations make this mistake. The formatting guidelines required are strict but each release is only provided 30 seconds to a minute before it is set aside for more consideration or thrown away. Therefore, it is important to abide by the rules to allow for quick skimming. A press release shou
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.
The longest leads are the domain of "women’s books" like Good
Housekeeping and Better Homes & Gardens. These publicatio
Home business is ideal. It allows people like you and me to stay home with our families. To be able to work when we need to and not when our boss tells us to. It allows a freedom that no other business offers.Home business can be the fit that you’ve been looking for. And there are so many options and opportunities available. There is a plan for a home business that will fit everyone, the only thing holding people back is the finding of the opportunity that will fit.Weeding through internet opportunities can be time consuming. There are thousands of places and sites on the internet that are claiming to be the perfect opportunity. They say they have the right option for you. They claim to know exactly what you are looking for, and that can be a problem.Obviously, they don’t know you. They don’t know what you are passionate about;
project at a time. You’ve got a new product coming out in April,
so you send out a release in March. You’ve hired a new executive,
you’ll put out a release when she’s on board, etc.
For hard-core publicity insiders, though, there’s a rhythm to
generating coverage, based upon the natural ebb and flow of the
seasons. Such an approach can help you score publicity throughout
the year, and will help keep your eye on the ball from January
through December.
Essentially, a yearlong approach consists of two strategies:
- Timing your existing stories (new product introductions,
oddball promotions, business page features, etc.) to fit the
needs of the media during particular times of the year.
- Crafting new stories to take advantage of events, holidays
and seasonal activities.
Before we run through the four seasons of publicity, a few words
about lead time. In this age of immediacy (only a few seconds
separate a Matt Drudge or a CNN from writing a story and putting
it before millions), it’s easy to forget that, for many print
publications and TV shows, it can be weeks -- and sometimes
months -- before a completed story sees the light of day.
The phrase lead time simply refers to the amount of time needed
for a journalist to complete a story for a particular issue of a
magazine or episode of a TV news program. For example, a
freelancer for an entertainment magazine may need to turn in a
story on Christmas movies by September 15. That’s a lead time of
three months, time needed for the editor to review and change the
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.
The longest leads are the domain of "women’s books" like Good
Housekeeping and Better Homes & Gardens. These publication
Whenever you send out your direct marketing next time, send a copy to people you know well, friends, relatives, networking groups, chamber members you work with, committee members, trade association members you know personally, but with a little twist. Send a copy to anyone who knows you well.If you send them the direct marketing piece it will appear that you are marketing to those that are close to you and, sometimes, that just isn’t taken well, they feel imposed on. But this time, when you send it, attach a post-it note over it, or paper clip a note and wrap it around the top. Either hand write on the post-it, or, as I do, I set up my printer to print 4 on an 8 1/2x11 sheet of paper, cut them out, and attach them to the direct marketing piece. My signature was scanned in so it looks hand signed.The note looks a little like this:H
the year, and will help keep your eye on the ball from January
through December.
Essentially, a yearlong approach consists of two strategies:
- Timing your existing stories (new product introductions,
oddball promotions, business page features, etc.) to fit the
needs of the media during particular times of the year.
- Crafting new stories to take advantage of events, holidays
and seasonal activities.
Before we run through the four seasons of publicity, a few words
about lead time. In this age of immediacy (only a few seconds
separate a Matt Drudge or a CNN from writing a story and putting
it before millions), it’s easy to forget that, for many print
publications and TV shows, it can be weeks -- and sometimes
months -- before a completed story sees the light of day.
The phrase lead time simply refers to the amount of time needed
for a journalist to complete a story for a particular issue of a
magazine or episode of a TV news program. For example, a
freelancer for an entertainment magazine may need to turn in a
story on Christmas movies by September 15. That’s a lead time of
three months, time needed for the editor to review and change the
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.
The longest leads are the domain of "women’s books" like Good
Housekeeping and Better Homes & Gardens. These publicatio
Do you have any idea what role color plays in your marketing efforts? And if so, do you know what message your marketing efforts are conveying with the colors you use? Let me tell you that the colors you use in your marketing efforts – your brochures, business cards, letterhead, signage, office interiors, and more – play a very important role in motivating people. The colors speak loudly and clearly, so I believe it is in our best interest to learn what the colors convey in our marketing.The importance of color because of its “hidden language” is well known. I witnessed this firsthand several years ago when I was asked to and agreed to participate in a study being conducted by the Harvard Business School. I was one of a selected number of executives to be interviewed and asked many questions about color and emotions about color. Major corpora
and seasonal activities.
Before we run through the four seasons of publicity, a few words
about lead time. In this age of immediacy (only a few seconds
separate a Matt Drudge or a CNN from writing a story and putting
it before millions), it’s easy to forget that, for many print
publications and TV shows, it can be weeks -- and sometimes
months -- before a completed story sees the light of day.
The phrase lead time simply refers to the amount of time needed
for a journalist to complete a story for a particular issue of a
magazine or episode of a TV news program. For example, a
freelancer for an entertainment magazine may need to turn in a
story on Christmas movies by September 15. That’s a lead time of
three months, time needed for the editor to review and change the
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.
The longest leads are the domain of "women’s books" like Good
Housekeeping and Better Homes & Gardens. These publicatio
Experience is always life's best teacher. But ideally it is through somebody else's experience that you could learn a valuable lesson about extended warranties. What is the deal with extended warranties? Are they really an insurance against damage or malfunction? A seasoned salesperson knows just when to propose the extended warranty; especially, those electronic store sales representatives. When you are high on the purchase the salesperson poses the question, “ Would you like the extended warranty added to this purchase?”. Now they Do NOT review the extended warranty Terms and Conditions (T's & C's) outlining the things that ARE NOT covered by the extended warranty. In fact, some of them purport (Like Future Shop which is part of the Best Buy chain of stores) it is a 'no hassle' insurance. BUNK! Truth be t
The phrase lead time simply refers to the amount of time needed
for a journalist to complete a story for a particular issue of a
magazine or episode of a TV news program. For example, a
freelancer for an entertainment magazine may need to turn in a
story on Christmas movies by September 15. That’s a lead time of
three months, time needed for the editor to review and change the
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.
The longest leads are the domain of "women’s books" like Good
Housekeeping and Better Homes & Gardens. These publicatio
Are you working on a low budget for your conference, but still want to hand out conference gifts that make an impact? Conference gifts don’t need to be expensive to be memorable. There are many conference table giveaways and takeaways that will only cost you a few pence per item – but will still make a statement that matches your marketing. It’s all a matter of clever marketing and presentation. Here are a few ways to make a big splash on small budget.Carrier BagsPeople pick up a huge lot of swag at conferences and trade shows, and carry bags are always a welcome giveaway gift. Choose a heavy duty plastic bag with a distinctive color and logo imprint and you’ll be one of the most visible names on display for as little as 8 to 10 pence.Printed Plastic PensChoose a bright color with high-c
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.
The longest leads are the domain of "women’s books" like Good
Housekeeping and Better Homes & Gardens. These publications
often have a lead time of up to six months, which means they need
information for their Christmas issues as early as May!
Here’s a tip to help you discover the lead time of a particular
publication you’re targeting: call the advertising department of
the publication and request a media kit. Since advertisers need
to know when their ads must be submitted, each issue’s lead time
is clearly stated in the media kit.
Factor the lead time into your planning as you look over the
following sections. If you have a great story idea for Rolling
Stone’s summer issues, you need to be on the ball well before
Memorial Day.
The Four Seasons of Publicity:
First Quarter: January - March
What the Media’s Covering: Early in the year, the media is
looking ahead. It’s a great time to pitch trend stories,
marketplace predictions, previews of things to expect in the year
ahead, etc. If a new President is being inaugurated, you’ll see
lots of "Will the new administration be good for the
(textile/film/cattle ranching/Internet/...or any other)
industry?" types of pieces. This is a good time to have
something provocative, or even controversial, to say about your
industry.
The media also likes this time of year to run "get your personal
house in order"sorts of pieces. Tax planning, home organizing,
weight loss, etc. Anything that’s geared toward helping people
keep their New Year’s resolutions can work here.
Key Dates and Events: Can you come up with a story angle to tie
your business into an event that typically generates lots of
coverage? Put on your thinking
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