Ten Rules for Great PR in the 21st Century
Ten Rules for Great PR in the 21st Century
2. The story-behind-the-story press release is very much alive.
Example: When hired to write a press release for a new book about electronic privacy, I did *not* write “Electronic Privacy Expert Releases New Book” (snore). Instead, I wrote
“It’s 10 O’Clock–Do You Know where Your Credit History Is?”
3. It is dangerous to blow off non-traditional media (e.g., blogs, podcasts).
4. It is extremely useful to have some presence on at least a few of the social media networks, especially Twitter.
5. The best key to PR (and marketing in general) is relationships. They enable coverage, testimonials, JVs, and much more–not to mention repeat and referral business.
6. Strong ethics helps build those relationships.
7. If you’re not on the web, in many people’s eyes, you simply don’t exist.
8. A web presence doesn’t have to be expensive or complicated–but it needs to be much more than a converted brochure.
9. Pitch letters answering reporter queries, while more labor-intensive than press releases, will have a much higher batting average (two sources: HARO (no charge, but with its huge circulation, reporters get inundated very quickly) and PRLeads ($99/month).
10. The faster you get your response in, the better your chance of appearing in the story.
Ten Rules for Great PR in the 21st Century - To learn more about this author, visit Shel Horowitz's Website.
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1. The blah-blah press release is dead.
2. The story-behind-the-story press release is very much alive.
Example: When hired to write a press release for a new book about electronic privacy, I did *not* write “Electronic Privacy Expert Releases New Book” (snore). Instead, I wrote
“It’s 10 O’Clock–Do You Know where Your Credit History Is?”
3. It is dangerous to blow off non-traditional media (e.g., blogs, podcasts).
4. It is extremely useful to have some presence on at least a few of the social media networks, especially Twitter.
5. The best key to PR (and marketing in general) is relationships. They enable coverage, testimonials, JVs, and much more–not to mention repeat and referral business.
6. Strong ethics helps build those relationships.
7. If you’re not on the web, in many people’s eyes, you simply don’t exist.
8. A web presence doesn’t have to be expensive or complicated–but it needs to be much more than a converted brochure.
9. Pitch letters answering reporter queries, while more labor-intensive than press releases, will have a much higher batting average (two sources: HARO (no charge, but with its huge circulation, reporters get inundated very quickly) and PRLeads ($99/month).
10. The faster you get your response in, the better your chance of appearing in the story.
Ten Rules for Great PR in the 21st Century - To learn more about this author, visit Shel Horowitz's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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