Unleash the Power of The Press

Steve Dubin

Direct Public Relations – Show Me the Money. Cranberry Country Chamber sponsors workshop, October 21.

Tired of advertising and marketing that creates work, cost and NO results?
stevewsj

The Cranberry Country Chamber of Commerce and Rockland Trust are sponsoring a workshop that outlines, step by step, how to create an on-going public relations (PR)  campaign that generates a steady, predictable stream of new customers. Set for Tuesday, October, 21, 8 a.m. – 9 a.m., the Direct Public Relations – Show Me the Money workshop will be led by Steven V. Dubin, founder of Plymouth, MA-based PR Works and veteran journalists and marketer.

The seminar is free and will be held at Massasoit Community College’s Middleboro campus located at 49 Union Street, Middleboro Center, 02346. Seating is limited and reservations can be made at www.CranberryCountry.org, or by calling the Chamber at (508) 947-1499.

Dubin is a contributing author to “Get Slightly Famous”, a book about becoming a celebrity in your field and attracting more business with less effort and “Tricks of the Trade”, the complete guide to succeeding in the advice business.

The workshop outlines how PR is the most cost effective marketing tool available to small to mid-market businesses. But what are the strategies and tactics to maximize PR? If you are a solopreneur or a mid-sized company, you HAVE to make your budget work extra hard.  How do your harness that power?

This workshop will give participants the keys to unlock FREE media coverage from both regional and trade/niche press; leverage LinkedIn discussion groups to motivate targeted, massive audiences; create Constant Contact E-newsletters that entice prospects to “take the next step”; fully use newly revitalized Facebook advertising platform to flush out new business; blog to boost search engine optimization (SEO) and drive the right traffic to your website; and wake up your website to turn visitors into customers.

PR Works has coined the phrase “Direct Public Relations”.  Previously seen as largely an unquantifiable “image” tool, PR Works has launched a new approach to PR that emphasizes direct response.  What are the techniques in making eliciting a response from PR?  What are examples of this approach? How do you measure results?

PR Works was founded 24 years ago as a traditional public relations firm and has since evolved into a full slate of PR and marketing services to help small to mid-sized companies maintain visibility and expand sales.  The company provides a wide expanse of public relations services, including strategic PR planning, social media strategy involving LinkedIn, Facebook and Twitter, web development, e-newsletters, video and sales collateral development.

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PR Works president Steve Dubin featured on NuWire Investor

Time management is hard for anyone these days, but small-business owners can have a particularly hard time completing all their tasks when in some cases it falls on them to be not only CEO of their company, but HR rep and sometimes plumber.

This is the year for some business owners to tackle their fear of time management strategies.

Read more of Steve Dubin’s insight in the recent feature on NuWire Investor: http://www.nuwireinvestor.com/articles/entrepreneurs-look-to-start-strong-in-2012-58527.aspx

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Crafting your story into news

Editors and reporters are looking for subjects that entertain, educate and entice their audience. These media gatekeepers are NOT drawn to self-promotion, self-aggrandizement or self-indulgence.

So, how do you “package” news that will be acceptable to the gatekeeper? First, add a human element. How does your story impact upon people. The more the better. An Ice Cream Scooper Bowl that raises money for a good charity and feeds thousands is of more interest to the press than an isolated incident or promotion.

Second, make the reader part of the story. When is the Scooper Bowl and what is the best time to avoid big lines? How can the reader contribute to the good cause even if he can’t make it to the event?

Third, bring the story close to home. What is the hometown of the Scooper Bowl sponsor? What local little league will be helping out as the scooper duper helpers? What business and community leaders will act as “celebrity” scoopers.

Fourth, say something memorable. “This Scooper Bowl will help lick this tragic problem,” you might suggest. Or, “This Sunday your ice cream sundae will help whip this difficult condition.” Offer pithy quotes and the press will come back for more — not only for this story, but future opportunities as well.

Fifth, be unusual. The Scooper Bowl, if faced with rival events, could feature only homemade ice cream and farm fresh toppings. Or perhaps the ice cream is served in miniature trophy cups.

Now you can scream about your proverbial ice cream. Enjoy the works.

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PR Pointer – The New PR

Change – count on it!
By Steve Dubin, PR Works

Just last week I was attempting to parrot my “elevator pitch” and was interrupted.

“What do PR firms do now that on one has the time or the interest in reading the Boston Globe?”

This is NOT the first time I’ve heard this challenge. First, I inform my colleague that we now call our former powerhouse newspaper the Boston Glo. Half the circulation, all the pomposity.

Second, I explain that PR is STILL about reaching people and positioning our clients as the “go to” source for their product or service. It’s just that the WHERE has changed.

Instead of starting the day with the Boston Globe and a cup of coffee, it is fire up Boston.com, Facebook, LinkedIn, Twitter and YouTube for starters.

Now the challenge is to be visible is ALL the places that your best prospect might be looking. Google, Vimeo, Craig’s List. Feed the beast. And feed the information beast on a regular basis – or your competition will be MORE visible.

But how?

Content is still KING on the Internet. “How to” articles, intro videos, milestone news releases and blogging of all of these help create a presence, some traction, brand recognition.

The new fractionalized media landscape challenges you to be more creative, more aggressive and more consistent.

Need help identifying opportunities? Packaging them? Getting messages to the right audiences?

Email me, Tweet me, send a LinkedIn message. Or go Old School and pick up the phone.

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An on-going column makes you the WINNER

Sure you’ve thought of being the proud author of an on-going column. You just know that being positioned as “the expert” would generate new business and galvanize existing ties. In effect, it would make you the “winner”.

Getting a gig such as an on-going column can be a daunting task. How do you go about it?

1. Select a reasonable schedule for the on-going column. It’s more likely to be monthly than weekly.

2. Draft an entertaining cover note to entice media gatekeepers.

3. Draft three punchy sample columns. Focus on practical, objective information that your audience would find useful.

4. Avoid self-promotion or any hint of a sales pitch for your business.

5. Email a cover note and sample columns to the appropriate media gatekeepers. This may include the business editor of your local daily newspaper; the managing editor at a niche/trade publication; an online article site, etc.

6. Follow up via phone with media gatekeepers after five business days. Note – It often takes five calls to the same editor to reach resolution.

7. Win, lose or draw – continue to draft additional relevant columns. Well written pieces on relevant topics will resonate with the media at some time.

Columns are worth the effort.

PR Works has helped numerous clients establish “the expert” position by developing on-going columns and relationships with targeted media outlets.

Let us know if we can help you obtain an on-going column and make you the WINNER.

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