Deborah Brown-Volkman, President of Surpass Your Dreams, a career and mentor coaching company with a message of motivation, success, and personal fulfillment. Deborah is a sales and marketing expert, author and coach with over 20 years experience with Fortune 500 companies, major universities and dot.coms. She has been quoted extensively in local and international media. Today she will be sharing her strategies for "How to get your name in top newspapers and magazines."
So let's talk about some suggestions that you have for the women who are participating in today’s program, that's never approached a reporter before. Where should they begin?
First of all I wanted to say how happy I am to be here.
Getting coverage in top newspapers and magazines is not as hard as you may believe. There are thousands of newspapers and magazines in the world today. Each one has to come up with news on a regular basis, sometimes monthly, weekly, and, in many cases, daily. Reporters and editors are regular people. They have a job to do. Their job is to cover the news and find people who can make their job easier. They need you. They need your stories. The best thing about the news is it’s not about who you know. It’s about what you have to say.
You know more about what you do than anyone else. And if what you do is interesting (it is!), people will want to know about it.
How do I start to develop a relationship with the press?
The way to build a great relationship with the press is to become an expert they can rely on when they are in the midst of writing a story. Reporters are frequently on tight deadlines and they need to have a rolodex of good sources to contact on a consistent basis. Reporters are looking for smart and honest experts. They know you want to be included in their stories and will oblige if you give them the best information you can.
Start locally and then work your way up to larger and more regional publications. Be very clear about who you are and what you do. Newspapers are magazines are broken up into sections and you need to fit in to one of those sections. For example, if you are a marketing expert, you want to build relationships with reporters that write about marketing. Otherwise, what you do will not have relevance to someone who does not write about your area of expertise.
Can you tell us about Press Releases. Are they important? Yes. Press releases are very important as it is the format the press prefers. You don’t have to do it this way but it’s protocol. Just like when you apply for a job, you have your cover letter and resume.
A press release is a one page document that says, "this is what's upcoming and this is my contact information." It let’s the press know why what you are doing is relevant to them and their publications.
A press release is the main way to communicate with the press. It is a standard document that conveys all the information a reporter needs to determine if what you have to say is newsworthy. Unless you have a groundbreaking or exclusive story, most reporters will not talk to you unless they see your press release first.
Use a press release to write about a new program you are offering, a new book, new software or how you are the mechanism to your client's success.
How often should you write and send a press release?
If you have a lot to write about, send a press release each week.
However sending a press release every 2 weeks or even every 4 weeks is fine. The reporters may not be able to use what you send them, however they may be able to use it another time.
The important key is to ensure that your press release relates to the reporter that writes about what your press release is about.
How do you submit your press release to the publications?
Check to see if there is a general press release area you can send to. Newspapers often have their contact information listed on their website. This will be on the contact us page. For magazines, you either have to call and ask who writes about what your area of expertise is, or pick a copy of the magazine to find out.
You can also use a service like http://www.prweb.com. Not too expensive and they can do the distribution for you.
How do you turn press releases, articles and quotes into paying clients?
Another great question... Getting quoted in top magazines and newspapers gives you credibility. A third party has endorsed what you have said, and that means a lot to potential clients. Your name was in print and this will make an impression
You can include these press mentions on your web site, in packets to potential clients, laminated on your wall for prospects to see, notes in your newsletters or blogs.
Press mentions helps potential clients feel more comfortable with you, and this makes the process of turning them into paying clients easier.
How do I come up with a story idea to submit to the press?
The best way is to tie your release to something that is going on such as a current event. Current events are the way to go. Tie your information to the various events throughout the year, including holidays such as Christmas, summer vacation, etc.
Also, put yourself in the readers shoes. What would you like to read about? In addition, look for what has not been written about. Reporters like to add on to current news as well as write stories about new happenings too.
When you're having a conversation with a reporter, what are some things to do and not do on the interview?
Here are some tips:
Never lie to a reporter.
- Be friendly, upbeat, and easy to work with. Be real and authentic.
- Be yourself. Confidence attracts.
- Be accessible. Reporters may need to get in touch with you quickly. Return their calls immediately, even if the story they are writing about does not apply to you.
- If you promise to send information, do so right away.
- Become a news junkie. Know what’s going on in the news and in your field so that you can tie your press release into something that is current and topical.
- Know your topic well.
Do reporters keep a tickler file for time dated press releases?
Generally, if a reporter wants to write about what your press release is about, they will contact you right away. If not, and they like who you are and what you do, they may hold on to your release for future use. I have had reporters call me and say “I am writing a story about so and so… and it was not about what was in my release. Get in front of reporters on a regular basis and you will see results from your efforts.
Do they share their contact information with other reporters?
Yes and no. If you are a good source, a reporter may want to keep you for themselves. But also, from time to time, they may share contact information with reporters they know and have good working relationships with. But generally, it’s your responsibility to build relationship with reporters that you do not know.
Is there a difference with newspaper reporters and magazine editors?
A reporter writes the news. The editor edits the stories/and or tells the reporters which stories to write about.
You have a special section on your website dedicated to all the Press Mentions you have received. What's the next step once you've gotten some of these mentions? How do you maximize publicity?
My media mentions can be found at: http://www.surpassyourdreams.com/mediamentions.html
I find that because they are there, potential clients visit them, but also other reporters visit this page too. Knowing that I have been quoted before gives reporters a good feeling about me too and that leads to more stories that I have been quoted in.
When I get a media mention, I send it to current clients, to potential clients. I add it to my web site. I use it in my bio. I mention is during speaking opp’s. it makes who I am and what I offer more attractive and safer for people who do not know me yet.
Is there a template for a press release somewhere on the internet that we can use to help format? (Question thanks to Robin Fleming)
Here’s a Sample Press Release Format
Writing a press release requires you to write a persuasive story that will compel journalists and consumers to take action. Our sample press release format is just a guide for the structure of a press release, but keep in mind that any story can be told from many angles. Try visiting the news sections of industry leaders Web sites or go to the newswires and see how others are telling their stories. Sample Press Release Format
Headline
-Create an active and descriptive headline that will capture the reader's attention. The headline should appeal to journalists as newsworthy.
Summary*
-Write a summary of your press release that helps clarify the headline, and describes what the press release is about.
* While not all press releases have a summary, if you are distributing your press release to PR Leap it must include a summary.
Body
-Answer the Where, When, Who, and What
Lead Paragraph
-City, State - Month Day, Year - Organization Name
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Answer the "what" in the rest of this paragraph.
Include Quotes
-After the first paragraph of the body it is a good idea to include at least one quote from an executive that discusses why this is an important news event.
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Add credibility to your press release; identify the people you quote using their title, and company name in addition to their name.
Answer the Why and the How
- The second paragraph of the body should connect the first paragraph to more detailed information about the "why" and the "how" of the news event.
- Additional paragraphs should contain supporting information, industry statistics, and quotes.
Call to Action
-The last paragraph is where you can make a call to action. -This is your opportunity to prompt your target audience to do something.
Corporate Summary
-Include a short summary about your organization.
Contact Information
Include the contact information of a person the media can follow up with. (Name, Company Name, Phone Number, E-mail Address, Company URL)
Source: http://www.prleap.com
Last thoughts:
Getting your name in print will make an impression to current and potential clients. Many new clients became clients because they saw my name in a newspaper or magazine. It makes a difference, and is worth the time and energy it takes to get a press strategy going.
I also want to wish you good luck with your pr program!
I can be reached at http://www.surpassyourdreams.com. More about my pr program and some free PF stuff is at:http://www.surpassyourdreams.com/pr-programs.html
Thanks again for having me as your guest,
Deborah Brown-Volkman, PCC
Career & Mentor Coaching
President, Surpass Your Dreams
President, United Coaching Associates
631-874-2877
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