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Generating Publicity in Year 2000
Using the millennium's latest tools to "spread your news"
by Todd F. Brabender of Spread The News PR, Inc.
Perhaps you were a bit apprehensive about launching a new product or business at the end of last year fearing the Y2K bug
would bite you or your target market, leaving you scrambling just to get back to square one. So maybe you waited, planning to
launch your new product, business, website, or other venture after the first of the year when all the dust settled. Given the fact
that Y2K was a basic non-event in almost every aspect, now it is the perfect time to use technology techniques to launch your
publicity plan into the year 2000.
Chances are you've spent the time and money to ride the technology tidal wave to build your product or business thus far. So
why not continue to ride that wave in your publicity practices. Don't pull your technologically advanced, state-of-the-art buggy
with a rickety old donkey! The days of mass-mailing hundreds or even thousands of media releases have passed -- although
you'd be amazed at how many companies are still using, shall we say "traditional" practices only when it comes to their publicity
pitches. In my professional opinion, EVERY business, inventor or entrepreneur can increase the chances of traditional and online
media exposure by following a few technological tips:
Get off the sideline & get online:
The number of online news services and Internet news sites has increased more than twofold in the last 18 months alone.
In addition to dozens of online outlets, hundreds of traditional media outlets now have websites and separate online staffs
seeking newsworthy information to attract traffic to their sites – which helps increase ad rates on the site. It's a wonderfully
reciprocal relationship that can play right into your publicity plans. Pitch basically as you would the mainstream media, but
with an online slant. Many outlets like to be pitched through the website itself. Many times there is a "cyber-staff" mailbox
where you can submit new releases, etc. Tell them why the story should run in the online venue as opposed to OR in conjunction
with the brick and mortar media outlet.
"Electronically Exclusive" Publicity Pitches
Buy your own bullhorn, so to speak. Have your staff or a hired PR pro compose your campaign and be the exclusive distributor
so that the electronic link is a direct one back to you, not some release service. Beware of online/Internet release distribution
services that promise to pitch your release/kit to thousands of traditional and online news sources. Keep in mind that to save
time and money, many distribution services lump your release with 10, 15 or sometimes 50 other media releases when they
make your pitch. Typically, they will burn a copy of your release onto a CD-ROM or other cyber-file and distribute the disks
or files either by mail or electronically (as a compacted ZIP file) – eliminating the exclusivity of your pitch. Like you, editors,
reporters & producers are always short of time, and may not have time to look through 20 or 30 media releases on a single
disk or CD-ROM. If your release is #16 of 20 on the file, they may not even get to yours for a long time – which really sinks
your ship if your pitch is time crucial.
And, as you have heard me warn about in the past, most release distribution services (not all mind you) are "pitch & ditch"
services -- which means there is no media follow-ups on the pitch; and no media tracking or clipping of the print articles or
TV/radio news segments that may have been generated.
Temper Technology…with Personality
Although my business, Spread The News PR, is very technologically advanced, I use what I call
"technology with personality" in all my campaigns. Each campaign includes:
- the technology of extensive electronic research of the entire North American media market, but the personality of media contacts in some of the biggest news syndicates and newsrooms in the nation (who have pitched our best stories to affiliate newswires to be picked up by news organizations worldwide);
- the technology to pitch thousands of media kits per day, but the personality of individually distributed electronic media kits – to individual editors/reporters/ producers, not just news desks or "editorial@newsroom.com type addresses;
- the technology of both a print & broadcast clipping service, but the personality of having the editor or producer send us a few FREE copies or tear sheets once it runs.
The crucial key in any publicity campaign, traditional or online, is knowing not only the media
market, but also the pitching preferences of the respective editorial staffs -- which can be a
time consuming task. Spend the time to generate strong traditional AND cyber-media contacts and
capabilities into the new millennium. Here's hoping the year 2000 means a 2000% increase in
your personal & professional bottom line.
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Todd Brabender is the President of Spread The News Public Relations, Inc.. His business specializes in generating media exposure and publicity for innovative products, businesses, websites and inventions.
(785) 842-8909
todd@spreadthenewspr.com
http://www.spreadthenewspr.com
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Mr. Todd F. Brabender
PR Consultant
US of America
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