How To Get Featured In The Media Webinar

Why It's Good To Use Publicity

* It's FREE!

* It's effective.

* It's fun.

Why It's Good To Use Publicity

* It's great for credibility and creates 'the halo effect'.

* When you place an ad in the newspaper or magazine or on the radio or TV – you are seen as an advertiser who is trying to sell something.

* When someone 'features' you you're seen as someone who's credible, a specialist or an expert in your field.

Why It's Good To Use Publicity

* When someone sees your name in the paper or in the media, you're a celebrity!

* They 'assume' you know what you're talking about.

* They 'assume' that the newspaper has checked you out and that you are honest and trustworthy.

* The feature even implies that the paper is endorsing you.

What Reporters Are Looking For... * Reporters are NOT experts in all areas which is

why they love finding people who specialize in different topics. They are busy people trying to fill slots with the right people.

* They are constantly looking for people with information that they can pass on to their audience.

* Your job is to be a fantastic source of information on your speciality and get in their 'little black book'.

* It's not about blatantly advertising your product or service but providing great content.

Writing A Press Release

* Write a press release on how to avoid the scams, traps or pitfalls in your field.

* It doesn't need to be dazzling, unique, wild, sexy or have a 'hook'.

* Just great content that is interesting to the public.

How To Come Up With Press Release Ideas

* Think about questions that are most often asked in your business. What are people asking about on the forums, dog magazines or what topics are covered in best selling books etc.

* What is 'topical' - What is being discussed in the news now.

* What seasons or times of the year is related to your industry – e.g dogs and firework night, dogs and summer, dogs and christmas.

The Press Release

* The purpose of the press release is to get the reporter's attention and to show that you are a great source of information on your subject.

* The press release should NOT tell the whole story but give a taste of 'what's to come' when they contact you.

The Press Release

* Ask yourself 'What do I you want to accomplish with the press release?'

* Do you want to get people to sign up for your free report?

The Press Release

* Do you want to sell a particular product or service?

* Do you want credibility or to become a local celebrity?

The Press Release

* The press release could be controversial.

* The press release could solve a problem which ties in nicely with your product or service.

Questions

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How To Write A Press Release

* Headline – needs to get attention and cause the reporter to read on.

* Ask yourself 'Who cares?' after writing the headline. If the answer is not many people then it's good to re-write the headline!

* 20 Headline Examples.

Headline Example* Dogs And Kids Specialist Offers Free Dog Training

Assessments To XYZ Residents.

* Include phone number and limited time – Phone xyz to get your free assessment – for a limited time only (not in PR but during the interview).

Phone xyz to get one of the limited free assessments (not in PR but in interview)

* Create an assessment form/consultation form.

3 Parts To The Press Release

* The first part should contain all of the important information you want to convey in just 2 or 3 sentences or 1 paragraph.

* This part needs to keep the reporter interested so they read more.

A Startling Fact About Dogs And Homeless People

So many dog owners dream of having a well behaved dog. However, no matter what they do or how hard they try, they end up with a dog with a whole host of unwanted behaviours. On the other hand have you ever noticed that homeless people have extremely well behaved and calm dogs? No pulling on the lead, barking at every passer-by or displays of aggressive behaviour.

Second Part Of Press Release

* Include some quotations from you with your credentials (Always quote you and not someone else).

A Startling Fact About Dogs And Homeless People

“Dogs are not interested in how much money we have, what our homes are like or whether they will get the best dog food for dinner, they need a calm, decisive and confident leader. Learning your dog’s non-verbal communication and understanding ‘pack mentality’ is the key to success and the answer to ALL unwanted behaviours” explains Sharon Bolt a dog expert who has helped numerous people find peace and harmony with their dog dilemmas.

Third Part Of Press Release* Call to action section of the press release.

* What action would you like to happen as a result of the press release?

* For more information on how to become the ‘top dog’ in your home and to schedule an interview with Sharon Bolt call 0845 491 8724.

The End Of The Press Release

# # #

This tells the person they are at the end of the press release.

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Email Press Releases

* Can be a direct copy of the press release you send in the post.

* Can be a shortened version.

* Do not send as an attachment.

Email Press Release

* Vital Information That Will Save Dog’s Lives This Summer.

Email Press Releases The Easy Way

* Create a list in your autoresponder, add reporter's names and email addresses to this list on a regular basis.

* One email will go to all the reporters quickly and automatically!

Best Places To Find Reporters* In newspapers, publications and radio.

* On-line.

* Media books and/or websites.

* Contact the editors, features department and specific reporters.

* Offer to answer readers questions etc in a free publication that is delivered to local homes.

* Keep any reporter's names and email addresses who interview you.

Where To Send Press Releases

* In the post.

* Email.

* Post to on-line PR sites where reporters go.

* nishmeh – from fiverr

I will publish your content in Sbwire PRbuzz etc and 45+ free PR Distribution sites for $5

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When Reporters Call For An Interview

* It's rare that you are paid for the interview.

* Sometimes they may send a car – or pay some travel costs.

* Tell them what you would like in exchange for the article.

* Write the article that you would like them to work from or tweak.

* Email them this article, photo and your Biography (and keep their email address).

Biography Sheet

* This is a good place to add credibility, what you know and results you have achieved.

* Speak about the specific information you'll be able to pass on to reporters.

* It's good to put a few good testimonials on your bio sheet.

Mindset

* See the interview as if you were having a 1-2-1 chat with a friend or client and giving them some good advice.

* Line up with the interview beforehand and see and hear how you want the interview to go.

* Be selective of who you tell in advance.

* Have fun!

Questions