Smooth Move Marketing

Posts Tagged ‘media’

ant to get the most media attention and spotlight for your business? Then the first place to start is with a GREAT press release. Now I can almost see half of you leaving now, dreading the thought of having to write one of these. But wait!! I’m going to show you easy methods to make your press release work for you and get the attention it deserves. Ready? Let’s go.

We’ll briefly go over the basics because of their importance. Editors want to see things done the RIGHT way. I would bet that a lot of good releases simply get tossed out just because they aren’t set up properly. To a busy editor, that all too familiar “10 second glance” says a lot for you and your business; it let’s them know if you’ve done your research enough to warrant that release to be placed in their newspaper or magazine.

Here are your essentials:

“FOR IMMEDIATE RELEASE” on the top left of the page.

Your contact name, phone number, e-mail address, and website follows.

Headline is next, normally in bold and centered on the page. Summarize what the release is about and capture their attention. Spend almost as much time on your headline as you do writing the release. It’s that important.

The press release body starts with the location of the release and the date (Margate, Florida, May 5, 2005.)

Most press releases are between 200-500 words, and no more than a page. The first paragraph has the most important information. Don’t save the best for last, it won’t get read. In this paragraph answer the questions, who, what, when, where and why?

It is recommended that you write press releases in the 3rd person and use short sentences and paragraphs. Do not go over board, trying to dazzle the editor, it won’t work.

Target your release. You will be sending your release to a specific audience so make sure that in your release you keep to what would appeal to that audience. What don’t they know that you can add? Nothing works better than getting an “AAH HAA” when an editor is reviewing your release.

Provide statistics. Do some research and find some relevant information that applies. You can easily do this through Google. Once you find your quote, do a Google search or Yahoo quote on that particular topic. However, don’t stop on the first Google link and take that for gospel. Research it a bit further. Have it come from a respectable company or magazine.
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How one expert made a splash on CNN’S Paula Zahn Now, and how you can, too

Cosmetic surgeon, Dr. Robert Kotler’s New York based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here’s what happened next.

1. Map out the segment with the producer

*I was referred to one of the *bookers* who did a quick screening and then put me in contact with an associate producer. Over several phone conversations, we worked out the subject matter of the 3-4 minute interview.*

NOTE: Once you’ve passed the *audition* with a booker you’re passed to an associate (or other less senior) producer. Often after that first “audition” you must be screened by producers at higher and higher levels. If you’re chosen then you begin to create a segment together.

2. Help the producer shape the segment

*The *backbone* of the spot was my recently published book, SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The Expert’s Guide to Safe, Successful Surgery. The associate producer and I had discussed what I consider to be the non-frivolous and important consumer issues of the book, such as how to select a properly trained surgeon and how to be certain that the facility in which the surgery is to be performed is properly credentialed and hence safe. And even the issue of having an anesthesia specialist in the patient’s service to assure comfort and safety. Those are the key gems for the consumer-reader-viewer.*
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Bimboism is rampant in today’s media climate where those who do get their fifteen minutes of fame squander it with empty words and idiotic antics. Think about how much of YOUR time is wasted when you watch TV, listen to the radio or read newspapers or magazines. How long do you stay with a story if it’s not pertinent to your interests or if the interviewee is dull? With so much competition for your attention it’s easy to move on to the next best thing.

If you don’t want to become the next bimbo and instead touch the hearts and the minds of the nation, here are three things to avoid.

1. Give a fatty bone.

The quickest way to lose interest is to ramble. When you can’t make your point succinctly your audience tunes out-literally. They change the channel or they shift their attention. To keep your audience jazzed respect their time by getting to the point of what they want to know. Give them value every second you’re speaking. Shave off any unnecessary fat and get to the bone, the real core of what you have to give.

2. Be professorial.
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