Before the Internet, press releases were very important sources
for the press. I knew many journalists who spent most of their
days reading, reacting to (and sometimes rewriting) them.
But now that releases are available directly to the public via
Net news portals (Yahoo News, Google News, etc.), I strongly
suspect most journalists have stopped religiously reading PR.
After all, a good reporter's job is to dig up news and insights
that the public doesn't already have at their fingertips.
So, last week when I was in a meeting with Bob Evans, CMP
Media's Editorial Director & Senior VP, I asked him pointblank,
"Do reporters read press releases anymore?"
"In some cases releases can still be helpful for short quick
online news items" he told me. "But mostly, if everyone's got
it on Google News, what's the point? I may use a phone number
or a stat for a bigger story, but press releases are not the
response devices they used to be."
How do you catch reporters' attention in the Internet age? Here
are five suggestions Bob and I discussed:
#1. Blogs
If you're pitching a trend story (which Bob says many
journalists love), try including links to several independent
blogs to back your assertions up. Helps prove you didn't invent
the trend just to get your CEO quoted, and there's some genuine
audience interest in the topic. Also better than citing a
direct competitor's story (few journalists get ahead by writing
me-too stuff).
You can also use an internally produced company blog to garner
some press attention. Bob said, "It could function as
effectively or more effectively than a press release right now.
However, canned contrived, controlled messages will draw very
little interest."
Bob strongly recommends you allow and actively encourage
interactive blog replies. If a reporter sees an active --
non-edited -- discussion attached to blog posts, they're much
more likely to respond. Best postings would be from your
marketplace.
#2. Trade show meetings
Online news deadlines mean reporters don't have time anymore
for convivial dinners and hour-long briefings with your company
execs at the show. Bob suggests three new tactics:
- 1/2 hour breakfast meetings before the day's deadlines hit.
- 30-45 minute "walk the floor together" invites. Your CEO
walks the show floor with the reporter (who has to anyway)
pointing out trends, etc.
- Work your party (harder). Position a press greeter at your
party doorway and have the greeter personally lead incoming
journalists to various execs they should meet. Reporters may
only have 30 minutes or less per party -- don't waste their
time making them mingle on their own.
#3. Customer stories
Bob says the reason why many clients turn down "Would you let
us do a Case Study on you?' requests is that companies aren't
marketing the idea from the client's perspective.
His suggestion -- explain to your client how the story could
help their own PR efforts by positioning them as a leader.
Reassure them it won't take too much time, and no secrets will
be given away that could hurt them.
Another idea: position a series of less in-depth client
interviews for a trend story. Perhaps several clients are using
your product or service in an unexpected way that's not been
covered in the press.
#4. New and under-exposed executives
In bigger companies, the PR department is often more of a
gatekeeper, the "NO" department, than a story-enabler.
Bob suggests that whenever you have to say no to a CEO
interview, try offering a substitute. Perhaps there's a new
exec on board, or someone who's fascinating but underexposed.
#5. Ads
Neither Bob nor I would ever suggest there should be a quid pro
quo between ads and media coverage. However, reporters surf the
Web just as much (or often much more) than your typical
prospects. The more they are exposed to your ads, the more
likely they are to keep your brand top of mind. After all, they
are humans.
That means increased press coverage may be one of the extra
add-on benefits from an ad campaign. How can you measure it?
That's one to ask your PR department.
BTW: Quick invitation for you --
Bob Evans and I are co-presenting a teleseminar entitled, "New
Trends in IT Marketing" this Wednesday, Aug 24th at 2pm ET/11am
PT. We'll be discussing results from a MarketingSherpa & CMP
study where we asked IT pros on site such as InformationWeek
what they think about typical ads.
If you're interested, you can get a complimentary reservation
to attend here:
http://www.techweb.com/promos/m2it_teleseminar
Anne Holland - Publisher
MarketingSherpa
feedback@marketingsherpa.com
P.S. As always, our Case Studies and articles are open access for
about 10 days. Then they go into SherpaLibrary where you can
research for a small fee. The links always remain the same.
http://www.SherpaStore.com
#2. B-to-B Marketer Jettisons Routine Newsletters in Favor of Irregular Email Broadcasts
Red alert for business marketers sending email newsletters to
house lists -- according to MarketingSherpa's new IT Marketing
Benchmark Guide, your average open rates dropped 10 points in
the past year.
(Actually that's not a drop; it's more like a plummet.)
We suspect increased filters may be one reason, but the biggest
factor of all may be boredom. Your marketplace has been getting
same-old, same-old newsletters from you (and/or your
competitors) for a couple of years now.
Newsletters used to be exciting. Now they are routine
delete-button-fodder. So, how can you put the oomph back into
your house list email program? Check out this Case Study for
ideas:
http://www.marketingsherpa.com/sample.cfm?contentID=3058
(Open access until August 29th)
#3. How Nextel Used Customer Analytics to Reduce Account Churn by More Than 30%
Nextel's monthly account churn is currently the lowest in the
business at just 1.4%. But it wasn't always. In our exclusive
interview, meet the leader of Nextel's Customer Lifecycle
Management Group.
Discover how the team uses analytics to advise marketers,
customer service and sales teams on the best way to bring in
and keep the most profitable customers. (Interesting note --
turns out the biggest accounts aren't always the most
profitable ones):
http://www.marketingsherpa.com/sample.cfm?contentID=3055
(Open access until Aug 25th)
#4. Abebooks CEO Reveals 7 Steps for Successful European Ecommerce Expansion
Want to expand to Europe? As our interview with Abebooks' CEO
reveals, there's more to it than merely translating your site
and setting up a new fulfillment facility.
Abebooks is now in France, the UK, Germany, and Spain.
Discover the lessons they learned along the way. (Includes
link to their European search marketing firm):
http://www.marketingsherpa.com/sample.cfm?contentID=3014
(Open access until Aug 26th)
#5. How to Market to Banks & Credit Unions (Chances Are You're Doing it Wrong)
If you're trying to market to the financial services industry,
the good news is: most of your competitors' marketing is awful.
In fact, the banking execs we interviewed for this Special
Report told us they routinely ignore almost all B-to-B
promotions targeting them. Find out what's wrong, and how your
campaigns can be the exceptions that get noticed.
Includes top 10 strategic and tactical tips you can implement:
http://www.marketingsherpa.com/sample.cfm?contentID=3057
(Open access until Aug 27th)
#7. Help Wanteds: 17 New Jobs & 5 Seekers Available
The past week's new posts include positions from Bose, QVC.com,
Turner Broadcasting, Mattel, and About.com. Plus, learn how to
post your own opening (complimentary service).
http://www.marketingsherpa.com/sample.cfm?contentID=2522
(Open access = permanent)
#8. New Giveaway: The Consistent Consumer - Predicting Future Behavior Through Lasting Values
If you are segmenting your marketing based only on
generational differences (campaigns for boomers vs. Gen Y,
etc) new research shows you may be going in the wrong
direction.
According to 'The Consistent Consumer' a new book by Ken
Beller, Steve Weiss, and Louis Patler, you should try
segmenting by core values plus generation instead. Features
profiles of five new-style demographics:
1. The Patriots
2. The Performers
3. The Techticians
4. The Believers
5. The Transformers
Plus learn how marketers for California Closets and the NBA
use this new segmenting to create campaigns that work better.
Want to know more? The authors have donated five copies of
this new book to our weekly giveaway -- enter your name in the
hat here:
http://www.surveymonkey.com/s.asp?u=93070279812
(Ends 8/28/05)
August 25, eBroadcast
