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The 24.Karat Mark.eter New.sletter
Bringing
you a w.ealth of o.pportunity
and kn.owledge to help you su.cceed!
http://24karatmarketer.com
September 29, 2005
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In this
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$$ Top Sponsor Ad
$$ Table of
Contents
$$ Publishers' Notes
$$ Quote of The
Week
$$ Sponsor Ad
$$ MyWizard Ad F.ree Ads
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Feature Article - Do's and Don'ts of Emailing Press
Releases From a Media Veteran
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Sponsor Ad
$$ 2nd Feature Article - PUBLIC RELATIONS VERSUS
“
CONSUMER GENERATED MEDIA”
$$ Ezine Gallery
$$ Contact
Us
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**
Publisher's Notes:
--------------------------------
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Thank you!
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**
Feature Article
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Do's and Don'ts
of Emailing Press Releases From a Media Veteran
I'm a big believer in EMAILING press
releases. Not only is
email
dirt cheap, email can often get you in
front of editors a lot
faster than regular mail or fax.
Here's why. Media outlets like radio
stations, TV stations, and
newspapers get a TON of press releases.
During my 20 years
working in radio and TV, we got bag loads of mailed
press
releases every day.
Probably 90 percent of them came from politicians
and local
college athletic programs. Their publicity people are told
to
send out a release several times a week--whether they have any
real
news to tell or not. Consequently, media get a release
every time a
congress person helps someone or an athletic field
house gets a new folding
chair.
Are these mailed press releases ignored?
You bet they are.
Most go straight from the mail bag to the trash. Who
has time
to
open 150 envelopes when most of them are pushing some story
you
will never be able to use? I know I'll get some notes from
a
media workers who will say "WE don't do it that way at our
place."
And you can be sure a few news rooms are very organized
about opening,
reading, filing, and using releases.
Faxed releases work better, but not that much
better given the
expense. I worked at one station where the manager got
tired of
the fax machine burning up cartridges printing releases.
Faxed
releases were routed to the receptionist's computer where
she
deleted them.
At another media outlet, faxes, ads, and all the
other things
that get faxed spilled out on the floor. Some were read,
others
were used for scratch paper, and most were trampled on
until
somebody bundled them into the trash.
But wait a minute! If nobody is reading
press releases, why do
studies claim that 75% of the stories you read in
newspapers
originate from press releases?
The answer lies in email. Email makes it
easy to receive a
release, forward it to the staff person who covers
that
particular topic, then store the release in an email "futures"
file
where it can be pulled up as needed.
It's incredibly easy for newspaper people to
import the email
release into their writing program, change the headline,
tweak a
few things, and run it as a story. Editors don't like to
admit
they do this, but we've seen big city newspapers run our
releases
as articles with very few changes.
You can't blame journalists for doing this.
Media outlets
have cut staffs over and over again during the past 15
years.
One person now does the work of three staffers.
Here are some tips for making your emailed
release the starting
point for a media report:
1. Start your subject line with
RELEASE. Then follow with the
most newsworthy/titillating part of your
story.
2. Make your headline the first thing in
the body of your
email.
I like to use two headlines, the second adding
more information
the first didn't have room to mention. The media
person should
be able to tell what your release is about just by reading
the
headlines.
3. Include your contact information after
the body of the
release. This is becoming the standard way to do things
on the
Net. Journalists are now used to looking at the bottom
for
contact info.
4. Keep your release under 400 words.
Make sure you have good
information the media audience wants, otherwise you
don't stand
a
chance of getting coverage.
5. Take time to send your release to your
local media. They are
more likely to use your story than out-of-town
media. You
can find their email addresses by searching for their sites
on
search engines.
6. Send your release to trade publications
covering your field.
Even small developments can be of big interest to others
in your
line of work. One photographer client sent her release
to
photographic magazines and got coverage in almost every one.
7. Go national. Get the Gebbie Media
Guide at Gebbie.com.
It's
affordable and reliable.
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** 2nd
Feature Article
--------------------------------
PUBLIC RELATIONS VERSUS “CONSUMER GENERATED
MEDIA”
With the rise of Blogs across the U.S., a new
type of
information dissemination has grown to
mammoth
proportions—consumer generated media produced by blogs.
Pew
Internet & American Life study reports that 7% of the 120
million
U.S. adults who use the internet say they have
created a blog or web-based
diary. That represents
approximately 8 million Americans. Twenty-seven
percent of
internet users say they read blogs, totaling 32 million
people.
What most people don’t know is that search engine
spidering technology is
attracted to web sites whose
content “changes” constantly. This means that
blog content
has a higher likelihood to find its way to the top of
search
engine results as compared with static web site
content. This is the primary
reason for the POWER behind
the growth of the blog as a media
outlet.
The birth of blog related consumer generated
media has
played havoc with the fundamental goals of public
relations
firms. As late as ten years ago, all a good PR firm had to
do to
control the image of its clients was to maintain good
relations with the
three major TV networks, the fifteen
major hub newspapers that feed content
to hundreds of other
daily newspapers, and the 3 or 4 major radio
networks.
Currently, a PR firm has to contend not only with the
mainstream
media, cable and radio networks, but also a
tidal wave of information
flooding onto the internet from
blogs.
This new wave of internet related content may not
have been
a problem if the role of the World Wide Web had remained in
the
hands of the universities library system and DARPA
(Defense Advanced Research
Project Agency) where the
internet was spawned. Unfortunately for those
companies
recently targeted by negative commentary via the blog
network,
the following chilling internet user statistics
are quite relevant. On a
typical day at the end of 2004,
some 70 million American adults logged onto
the Internet to
use email, get news, access government information,
check
out health and medical information, participate in
auctions, book
travel reservations, research their
genealogy, gamble, seek out romantic
partners, and engage
in countless other activities. That represents a 37
percent
increase from the 51 million Americans who were online on
an
average day in 2000 when the Pew Internet & American
Life Project began
its study of online life. This trend is
ONLY going up.
--------------------------------
**
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Send in your ad!
--------------------------------
ANTI-S.PAM
INFORMATION
--------------------------------
DL&M Marketing Services
Michelle
Hoffmann
River Falls, WI 54022
Contact Us: 1-612-241-9304
REPORT ALL
s.pam TO:
mailto:s.pam@dlmpublishing.com
All
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WARNING
--------------------------------
Any person reporting alleged s.pam to any person, persons,
or entities
without physical proof of said claim is guilty of both
fraud and a civil
crime and may be pursued and prosecuted to the
fullest extent of the law.
Further, should the said allegation result
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business activity of the company
and/or result in loss of income and/or
result in unnecessary
expenses, a civil suit will be brought against the
complaintant for
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