How to get press as a small business

How to get press as a small business

[caption id="attachment_587" align="alignleft" width="300"] A small Corinne Card[/caption] It's hard to get heard, when you're only small.  Big businesses can afford to be loud, and they often spend thousands, if not MILLIONS, getting the right kind of attention from the press. But small businesses need press and links just as much, and are sometimes more deserving of attention. They just need to find ways to be heard. To correct the balance between big businesses and small ones, we need SMEs to have the confidence, and ability, to shine, in the face of what can seem like overwhelming competition. Luckily, while smaller organisations don’t have the same budgets, they do have some advantages, which we can use to propel them into the limelight. Where big brands usually win on budgets, they…
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130 Ways to Annoy a Journalist

130 Ways to Annoy a Journalist

We recently asked a group of journalists if PR people had ever annoyed them with their press releases. It wasn’t hard to get them talking. Complex attachments requiring passwords, a lack of usable photos and faux-caring enquiries into a writer’s health and / or well-being were all sure to get on their nerves. But if you’re guilty of these heinous misdeeds, fear not: most journalists receive so many emails that they’re unlikely to remember it was you, and most marketers [myself included - CC] have committed at least one of these crimes. So - let's just all remember for next time, ok? In the name of education, as well as comedy value, we’ve listed a selection of our journalist panel's answers below. Read on for our top 130 ways to…
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Writing ‘the world’s worst ever press release’

Writing ‘the world’s worst ever press release’

I am attempting to write the world's worst ever press release. It's for an event I'm currently working on where I'll be teaching business owners how to communicate effectively with the media. [caption id="attachment_536" align="alignright" width="300"] Bearded journalist furrows brow at PR horror[/caption] I thought an example demonstrating all of the things not to do would be an amusing way to get started. So then I thought that a little crowdsourcing might help me. After all, if I'm going to create a true monstrosity - the sort of thing that will leave my fellow journalists writhing in agony, literally convulsing at their desks - some input from my colleagues seemed like a sensible idea. I belong to a Facebook group where journalists offer help and advice to one another, and…
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Five things to consider before sending a press release

Five things to consider before sending a press release

Journalists both hate and rely upon press releases, but they delete more than they ever use. Here are five questions communications teams should ask before hitting the send button. Why are you writing this? I often wonder why people send press releases. Were they written to please a client? Did their boss tell them to do it without explaining why? If this is the case, you’re wasting your time. The only good reason to write a press release is because you want a journalist to write a story. Fix your attentions on the job the journalist is doing. Is there a story there? In one sentence, say what the story is and ask yourself this question: will anyone care? Would you tell your partner about it? Or your friends in…
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How to tailor a press release for different audiences

How to tailor a press release for different audiences

If you have a news story to share on behalf of your company, you’ll want as many relevant audiences as possible to see that story. Here’s how you can work out who those audiences are and tailor your press release to appeal to each of them. Work out your audiences If you’re sharing a story about your company, think about which audiences might be interested in that story. To do this, consider the ‘angles’ your story could take, based on the key elements of what you’re sharing. For example, if your company has developed a new app for cyclists, the story may well, of course, be interesting to the cyclists who could use it. But there are a range of other groups you can target to extend the reach of…
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Four digital PR campaign ideas that will gain coverage, links and engagement

Four digital PR campaign ideas that will gain coverage, links and engagement

Coming up with new ideas for digital PR campaigns can seem like a mind-boggling task. How do I create something that other people will really want to share, engage with and link to online? These four fail-safe digital PR ideas are an excellent starting point for any successful campaign. 1. Make important information easier to digest When the penalty for using a mobile phone while driving increased in 2017, government advice on when it was legal or illegal to use your phone while driving was available, but the details came across as dry and hard to remember. Working with a designer, we created an image for a client which made this information a lot easier to digest. This digital PR campaign generated 37 pieces of authoritative news coverage, including an…
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How to create win-win relationships with journalists

How to create win-win relationships with journalists

[caption id="attachment_263" align="alignright" width="300"] Journalists often feel overwhelmed, with short deadlines and hundreds of press releases they can't use. Make their lives easier and your business will reap the rewards, says Corinne Card[/caption] Journalists can come across as abrupt, or even rude, to PR people and companies seeking publicity for their campaigns. Often, a business will take a huge amount of time and effort to put together a pitch, only to receive a 'no thanks', or even no response at all, from the journalist. Here's what many of these companies don't realise: Journalists are receiving huge numbers of pitches. Sometimes these can amount to hundreds, even thousands of pitches every day, almost none of which are usable for their publications In an era where newspapers are often down to skeleton…
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Five reasons to create content beyond your business

Five reasons to create content beyond your business

I recently wrote an article for award-winning digital marketing agency atom42 on five reasons you should create content beyond the immediate scope of your business. I think it's a great idea to do this - the five reasons I list are: 1. YOU’LL REACH A BIGGER AUDIENCE 2. YOU’LL GENERATE OPPORTUNITIES FOR CONSUMER INTERACTION 3. YOU’RE MORE LIKELY TO GET LINKS 4. YOU’LL CREATE BRAND AFFINITY 5. YOU’LL STAY INTERESTED You can read the full story here. Do you create content for your business? Do you have a content strategy which helps you decide what to write? let us know!
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