April 11, 2008

In the World of PR, the future is NOW. . .

If you have a special event or product launch happening three or even six months down the road, now is the time to start planning your PR strategy. Many trade publications are monthlies and can have lead times of anywhere from 60-120 days, so it's important to start laying the groundwork early. Make sure everyone involved in the project is aware of the deadlines and stays current on where things stand. Communication and proper planning will enable you to devise the best and most effective strategy that takes advantage of all potential news media outlets and coverage opportunities.

March 28, 2008

Right for the Medium

Make sure all the writing for printed materials is written specifically for that medium. Cut and pasting a brochure for web material or vice versa will produce an unpolished feel.

March 28, 2008

Avoid Buzzwords, Hype and Superlatives

Journalists and analysts alike have limited patience with news releases and pitches that are filled with jargon and outlandish claims. Some journalists even use a filter to detect and weed out releases that have too many buzzwords. To keep your release from being zapped, here are some words to avoid: end-to-end, customer-centric, nimble, robust, Web-centric, leading edge, revolutionary, state of the art, future proof and mission critical. The best advice? Try and write like a journalist. Use plain English to describe your product or service and the benefits it provides. Editors appreciate this approach and are much more likely to use your release when it's written in a straightforward fashion.

February 25, 2008

Timing is Everything!

Keep media schedules in mind while preparing for a launch.  Work backwards from the expected launch date to arrange briefings and announcements.

• Industry analysts briefings - schedule one to two months ahead of announcement date
• Product previews and/or product reviews - schedule one to three months, depending on lead times
• By-lined articles, feature stores, case studies - schedule one to six months, based on lead times

And, of course, news coverage! Pitch according to the frequency and format of the publication:

- Monthly (two months out)
- Weekly (The week prior for Monday release)
- Daily (the day before or, if exclusive, a few days before)
- Online (the day before or the day of release)

February 25, 2008

Tie Your News to Trends, Current Events

Consider intertwining your own company news with legitimate industry developments, external trends or breaking news. Or tie your press release to a recently published survey, poll, or statistical report. A human-interest story, a current trend, or industry controversy - are all vehicles on which you can piggyback your company promotion.