by tradesmeninsights | Jul 18, 2013 | Public Relations
Today we have a guest blog post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing the evolution of the press release. Yes, it still is a legitimate marketing communications tool.
Ghosts from press kits past.
Perhaps this will date me, but I remember the days when issuing a press release on behalf of one of my clients meant printing copies, stapling and affixing 4×5-inch prints or slides, folding, stuffing in envelopes and metering for postage. Whew! Eventually, many media outlets requested that the press release be faxed.
The press release of today, while no longer issued on paper, still bears some similarities to press releases of yesterday. It should be well written, factual, using A.P. Style [which updates its guidelines each year]. Same as always, it shouldn’t present information in an opinionated or sale-sy style.
But, today’s press release must be written with digital in mind. It will appear online first, that is, if it is properly optimized. To be effective, it should be clear and very concise. This is not the time for long-winded sentences filled with industry jargon.
The headline, with proper key words for search, is key, and adding a subhead helps by adding more searchable key words near the top. It should include logos, photos, charts and videos to convey information. It should also contain two or more key links, directing readers to more information.
Because of digital, the modern press release is getting to its audience faster and with even less filtering than in the past. Now, press releases are often published as-is on blogs, websites and e-newsletters. At Sonnhalter, when we issue a press release on behalf of our clients, within minutes, the press release shows up on trade publication websites.
Occasionally, the debate will surface that the press release has run its course, and is no longer a viable marketing communications tool. Not so! Press releases are the perfect tool for boosting search rankings, driving people to your website, reaching media, bloggers, customers and sharing via social media.
by tradesmeninsights | May 2, 2013 | Marketing Tools, Public Relations
Here is a post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing the value of PR. Small PR programs can yield big results.
The Value of PR
Don’t have the budget for an elaborate, integrated, multi-faceted public relations program? For smaller companies with more limited marketing communications budgets, a PR program that involves a minimal investment and enlists the basic PR tools can generate a huge return.
Measuring PR is a controversial topic, and the industry as a whole agrees that it is difficult, if not impossible, to accurately measure. Traditional metrics of volume and outputs, like ad equivalency and impressions, can provide a snapshot of the PR program’s effectiveness. Assuming the sentiment of the PR results is positive and the delivery is appropriate, right now these metrics are a useful indication of PR’s success. One could actually argue that completely earned space with credibility should actually be worth MORE than comparable ad space.
Of course, it is important to remember the media outlet’s relevance in reaching a company’s audience. While it can certainly be an “ego booster” to receive coverage in USA Today, many of our business-to-business [or as we like to call them, B2T, business-to-tradesmen] clients would be better suited to receive coverage in a targeted trade journal with a circulation of 3,000.
As an example, at Sonnhalter we have a smaller, long-standing industrial-focused client with a small PR budget. This client places a priority on PR initiatives over other marketing communication initiatives. In the past year, a basic press release program combined with a modest media relations effort garnered quite a bit of media coverage [if using the traditional metrics, it generated 1,000 percent of its PR investment], which increased brand and company visibility.
Recently this client acquired another company, and it turned to Sonnhalter for assistance in announcing this news to the industry. As its business continues to grow, so does its PR program. Proof that an effective PR program doesn’t always need a large investment.
by tradesmeninsights | Aug 26, 2010 | Marketing Tips, Traditional Marketing
Your knowledge about your business, your niche and your industry is a great asset to your company and that knowledge is often sought after by industry media.
Interaction with the media benefits both parties. A reporter gains depth and substance to the piece they are working on, and you and your company gain priceless publicity.
Here are 6 tips from Rosemarie Ascherl, PR foreman at Sonnhalter, on how to make the most of the trade media:
For this partnering to work though, each party needs to understand how the other works. When you are interacting with a journalist, it is important to remember certain guidelines.
- Prepare – It is important to be prepared when you speak to the media. Before a scheduled interview, take some time to anticipate questions that a reporter might ask. Take some time to learn about the medium, reporter and the audience. By doing this, you can modify your responses to better fit the piece.
- Think before you speak – When talking to a journalist, you want to make sure you are in control and that you have a clear idea of what your agenda is. What do you want to accomplish? What do you want to say? And what don’t you want to say? First, don’t go off the record. If you’re not prepared to hear it, see it or read it in the article, just don’t say it. Second, make sure you take the time to think through your answer before it is spoken, because once something is out there, is no going back. You want to control your answers. If a reporter tries to pin you with a tough question or brings up something you don’t want to speak on, either say you have no comment or try rephrasing the question in terms that are more favorable to you. Whatever you do, don’t lie. Tell the truth. Third, make sure you don’t ramble. Make your point and move on. Reporters think concisely so try to answer the same way.
- Use layman’s terms – You don’t want to use company or industry jargon that might confuse the reader or sound too complicated. Keep it clear and concise for the best results.
- Journalists work on deadline – Editorial opportunities, especially interviews, are requested by a deadline. Often times, the editor calls at the last minute without very much lead time, and you have to be able to meet that deadline. Reporters will go to the next opportunity if they don’t get a response, and a lot of the time that means they will turn to your competitors. No one wants to miss out on a valuable and highly credible opportunity, so it is important to respect an editor’s deadline.
- What’s your message – When speaking with a reporter, try to make sure you get in your key points. Don’t simply answer the question, but try to bridge the questions to a key point you want the reporter to know about. This can open new opportunities to you as well. A reporter might expand your addition to the piece he/she is working on or may wish to contact you further on the new points you have spoken on.
- Time is of the Essence – Always make sure you provide information asked of you. If you tell a reporter that you are going to send him/her more information, make sure you do.
Adhering to a few simple guidelines can result in valuable publicity and gain trust between you and the journalist that can generate future editorial opportunities.
