How to Run a Successful News Release Program

Marketing public relations gives you cost effective ways to reach your audience. The trade-off, however, is time. It takes time to develop and execute public relations programs. It can take time for these programs to yield rewards.

Here are six simple steps for developing a news release program that extends your reach and generates inquiries at a fraction of the cost of advertising.

1) DETERMINE YOUR AUDIENCE AND MESSAGE. If you have a marketing or communications plan in place, you already have audiences and messages defined. No need to reinvent for your news release program, although you may need to select audiences and messages that are most appropriate.

2) BUILD A LIST. Once you know your audience, you'll need a list of publications they're likely to read. A great place to go to create a list is http://www.medialistsonline.com ? a service of Bacon's. It's reasonably priced and fast. The downside is the lists come with no updates. You may need to re-purchase your list several times during a year. Or it may make more sense for you to buy a media directory subscription.

However you build your list, make it broad. With a news release program you can send releases to many more publications than you can afford to advertise in. Sending a release just entails paper, printing, a photo, an envelope and a stamp.

3) DETERMINE NEWSWORTHY TOPICS. This is a tricky but critical step. You'll need to think like a member of your target audience. What's going to interest him or her? Usually it's new stuff -- products, services, applications, literature, software. If you don't have these to write about, your news releases might not get past the editors' trash can.

4) INCLUDE A PHOTO. Publications can be hungry for visuals so send one with your release ? a photo, illustration, chart or graph. In most cases a 3" x 5" glossy B&W print and a color slide will work. Be sure to send good quality visuals since the quality will reflect on you.

5) SET A SCHEDULE ? AND STICK TO IT. Sending releases regularly lets editors know you're reliable. If you have six topics for the year, send out a release every other month. Twelve topics ? one a month. General rule for monthly publications is one release per editor per month.

6) MEASURE RESULTS AND LEARN. It takes about three months before your releases will show up in monthly publications. Less time for pubs that come out more often.

Track what runs, where it runs, how much space you get and inquiries generated. You can use this information to measure results and improve your program.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 (Fax: 763-479-2809, e-mail: claire@claircomm.com)

---

Google News Updated : Mon, 13 Oct 2008 11:51:33 GMT Pats-Chargers a bore, like much of NFL - FOXSports.com Canoe.ca Pats-Chargers a bore, like much of NFL FOXSports.com - 4 hours ago by Mark Kriegel Mark Kriegel is the national columnist for FOXSports.com. He is the author of two New York Times best sellers, Namath: A Biography and Pistol: The Life of Pete Maravich, which Sports Illustrated called "the best sports biography of the ... Major turnoff Boston Globe Rivers sinks Patriots QB throws 3 TD passes as Chargers roll San Francisco Chronicle Los Angeles Times - Sports Network - Boston Herald - AHN all 1,044 news articles Publ.Date : Mon, 13 Oct 2008 07:42:29 GMT On NBC's 'My Own Worst Enemy,' Christian Slater's real foe is the plot - New York Daily News New York Daily News On NBC's 'My Own Worst Enemy,' Christian Slater's real foe is the plot New York Daily News - 3 hours ago By DAVID HINCKLEY "My Own Worst Enemy," an action drama showcasing Christian Slater, spends almost all of tonight's premiere episode trying to convince the viewer things aren't as confusing as they seem. 'My Own Worst Enemy' Los Angeles Times Television Review | 'My Own Worst Enemy' New York Times The Star-Ledger - NJ.com - Washington Post - USA Today - San Francisco Chronicle all 138 news articles Publ.Date : Mon, 13 Oct 2008 08:02:01 GMT UPDATE 2-'Chihuahua' mauls DiCaprio, Crowe at box office - Reuters BBC News UPDATE 2-'Chihuahua' mauls DiCaprio, Crowe at box office Reuters - 6 hours ago By Dean Goodman LOS ANGELES, Oct 12 (Reuters) - The new terrorism thriller "Body of Lies" failed to take the top spot at the weekend box office in North America, an apparent victim of moviegoers' preference for escapist fare amid global financial ... DiCaprio film beaten by Chihuahua BBC News ‘Chihuahua’ Is Top Draw at Box Office New York Times Entertainment Weekly - Los Angeles Times - eFluxMedia - USA Today all 113 news articles Publ.Date : Mon, 13 Oct 2008 05:20:14 GMT Morgan Stanley Climbs in Germany on Mitsubishi UFJ Discussions - Bloomberg Wall Street Journal Blogs Morgan Stanley Climbs in Germany on Mitsubishi UFJ Discussions Bloomberg - 2 hours ago By Christine Harper Oct. 13 (Bloomberg) -- Morgan Stanley rose in German trading as it held talks with Mitsubishi UFJ Financial Group Inc. about terms of the $9 billion cash infusion into the Wall Street firm. Stocks set for sharp gains CNNMoney.com US assures Japanese bank Morgan investment protected Houston Chronicle BusinessWeek - Forbes - United Press International - Wall Street Journal all 1,120 news articles Publ.Date : Mon, 13 Oct 2008 09:12:28 GMT Doctors double vitamin D for children - Boston Globe ABC News Doctors double vitamin D for children Boston Globe - 4 hours ago By Leigh Hopper Oberholzer The best-known example of vitamin D deficiency is rickets, a bone-softening disease that can result in bowed legs and fractures, but a burgeoning body of evidence links vitamin D deficiency with an array of serious ailments. Doubling of Vitamin D for Children Is Urged New York Times Take your vitamins & double up on D New York Daily News dBTechno - The Associated Press - Detroit Free Press - WOWT all 316 news articles Publ.Date : Mon, 13 Oct 2008 07:25:11 GMT Tropical Storm Nana likely shortlived - United Press International Javno.hr Tropical Storm Nana likely shortlived United Press International - 23 minutes ago MIAMI, Oct. 13 (UPI) -- Tropical Storm Nana was expected to lose storm status Monday, just a day after forming in the eastern Atlantic Ocean, US forecasters in Miami said. Tropical Storm Nana expected to weaken The Associated Press Hurricane News and Storm Tracking The Times-Picayune - NOLA.com Central Florida News 13| - eFluxMedia - Cruise Critic - Reuters all 338 news articles Publ.Date : Mon, 13 Oct 2008 11:27:49 GMT Obama Continues To Show He Has The Best Health Plan - dBTechno dBTechno Obama Continues To Show He Has The Best Health Plan dBTechno - 25 minutes ago Washington (dbTechno) - Democratic presidential candidate Barack Obama, coming out of the momentum following the second presidential debate, continues to show why he has the best plan for health care in the United States. Health care: Curing what ails us Bolingbrook Sun Obama Remarks On Economic Downturn, Healthcare Reform Washington Post Centre Daily Times - Food Consumer - St. Charles Sun - Rocky Mountain News all 1,135 news articles Publ.Date : Mon, 13 Oct 2008 11:25:36 GMT Make Money With Blogs Add RSS Feeds to My Website

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Your REALTOR® Marketing Plan

The steps to creating an effective marketing plan begin with... Read More

Making Networking Work

Several years ago, "networking" was the hot buzzword. Everyone was... Read More

Getting More From Your Customer

We are all customers of one product or another. How... Read More

Top 5 Design Tips to Create Eye-Catching Marketing Materials

Great graphic design looks effortless, but it requires lots of... Read More

Two Steps to Improving Your Marketing Success

Since the human brain seems to be able to focus... Read More

5 High-Impact Marketing Tips

Here are 5 high-impact marketing tips you can use to... Read More

Advertising Your Private Practice: Beware of the Problems-Part 1

One of the biggest mistakes coaches, counselors and other healing... Read More

Use a Guarantee In Your Headline To Increase Trust

Sometimes you can use a guarantee effectively in your headline.... Read More

How to Promote Yourself Or Your Company Through Award Competitions

There isn't a day that goes by that I don't... Read More

Customer Retention with a Personal Touch

Personal contact with customers is a crucial element in the... Read More

Making the Intangible Real

How do you make the intangible real? How do you... Read More

Systems - Marketing Your Business Successfully

Business Systems that work for anyone, are a fundamental necessity... Read More

Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away

Many service business owners these days are "giving away" their... Read More

Planning Your Postcard Marketing Campaign

Before you create your postcard, do a little planning. Ask... Read More

Overcoming Resistances To Marketing a Practice-Part 2

In Part 1 of this article, "Resistances to Marketing a... Read More

Money Making Real Estate Marketing Ideas

Real estate marketing is a lot simpler than most Realtors... Read More

Using a Contact List Profitably Part One

In previous articles, we discussed the generation of a contact... Read More

What to Look for in Display Graphics and Trade Show Graphics

Display graphics are graphic images used for illustration or "display"... Read More

What You Must Know When Marketing Your Business

Marketing is both an art and a science. Anyone who... Read More

Beware of Magazine Style Yellow Pages Ad Design.

I have been designing Yellow Page ads for the past... Read More

Increase Your Sales By Following-Up

The difference between a successful business and one that just... Read More

Color Part 1: Accuracy

Color is one of the most difficult parts of a... Read More

Developing a Contact List- Part One

One of the most essential things to successful networking is... Read More

The Value of a Good Sales Letter!

Regardless of how many forms of promotional material you create,... Read More

Successful Marketing Through Seminars

One of the best ways for potential clients to find... Read More