Rembrandt’s PR and Writing Blog for Startup Success

Many new enterpreneurs often ask me why they need a PR Plan. It is essential for achieving and monitoring success. After all, how are you going to reach your publicity goals if you don’t know what they are?

In fact, famous educator Benjamin E. Mays stated that “the tragedy of life doesn’t lie in not reaching your goal. The tragedy lies in having no goal to reach.”

With this in mind, do you know what your PR goals are?

To get started, review your business plan and the activities necessary to grow sales. What key activities will make you truly successful?

Maybe you want to be rich, improve the environment, help those less fortunate, or just have more free time to yourself. Once you know what you want to accomplish, you’ll have a better understanding of how your publicity efforts fit into your overall business goals.

To help you focus, here are some questions to consider when preparing your publicity plan-of-action:

- When people hear the name of your company, what do they think about now?

- What can you do to help your audiences think about your company in a positive way?

- Why is your business unique?

- What benefits do you offer customers?

- What do you want media members to say about your business?

- What do you specifically hope to accomplish through your public relations efforts?

Now, review your responses. What do you need to do activate your publicity efforts right now? Get your PR Plan ready so you can take action, monitor results and make changes as necessary.

This will not only help you focus, but you’ll see more cost-effective results. After all, as inspirational speaker Tony Robbins says, “setting goals is the first step in turning the invisible into the visible.”

For more information and to receive my newsletter full of valuable tips and information, please visit www.rembrandtwrites.com. Thanks!

In the past few weeks, several new entrepreneurs sent me press releases for review. And one major issue stood out. They all stressed features rather than benefits.

As a small business owner, it is easy to be so passionate about your new products and services that you get wrapped up in explaining all of the details, background and technology behind it. This is great for credibility purposes, but it is not necessarily newsworthy.

When writing your press releases, always think about your audience.

Why will they care what you have to say?

And instead of focusing on the specific features, talk about the benefits.

What will your audience get from using your products and services?

For example, a pencil has an eraser. It is bright yellow and provides a way to write with lead. These are features.

Some of the benefits of the pencil are that it allows you to erase mistakes quickly, save money over purchasing more expensive writing utensils, reduce stress knowing that if you lose the pencil it can be replaced fast, easily write underwater and upside down with it when you need to, etc.

This may be a very simple concept, but it is often forgotten in press-release writing and media relations. Therefore, the next time you read an interesting news item or write a press release, look for the benefits.

Make the extra effort to talk about a benefit for each product or service feature. Your press release will be much more interesting and newsworthy, and you’ll end up saving a lot of extra time and effort.

Thanks for reading, and if you have any questions or comments, please let me know here or at www.rembrandtwrites.com. I’d love to hear from you. Thanks! 

Are you ready to talk to the media and send out a press release? Hold on! 

Before you move forward, there are three key issues you need to be aware of that can ruin a big publicity win for your small business.

While you hear about all of the important activities you need to accomplish in your publicity efforts, here are three key things to avoid:

1. Never say “no comment.”

While this may be the easy response to an uncomfortable interview question, try to avoid saying it. These two simple words can have negative connotations and minimize your credibility.

Instead, try to maintain control of the situation as much as possible, and respond in a positive, upfront manner. 

Be honest and explain why you cannot give an answer. For example, you might say something like, “I can’t answer that question because it is not our policy to divulge private, client information.” This way, you’ll reaffirm your authority without exposing confidential data.

Stressful media requests can pop up when you least expect it so it is a good idea to review how you (and your team members) will deal with various situations in advance.

2. Do not give opinionated responses without fact.

Think of your responses in terms of sound bites. You want your statements to be truthful and build positive awareness of your small business. Remember, reporters may only use portions of your quotes in a story.

Therefore, you want to be sure to speak in complete sentences and project clear messages every time you open your mouth. For an example of what can happen if you are unprepared, check out this NPR radio interview at
http://www.npr.org/blogs/bryantpark/2007/10/when_good_interviews_go_bad.html.

If you do not know an answer to a question, try not to guess or rattle on with a long, opinionated answer. Instead, simply say something like, “I don’t have that data now, but if you’ll give me your contact information, I will get that information to you as soon as possible.” Then, when the interview ends, be sure to follow-up with the reporter as soon as possible.

3. Avoid saying “off the record.”

Keep in mind that anything you say to a reporter can appear in the press. Even if you have a solid relationship with a media member you trust, it is always a good idea to be aware of what you say at all times.

In fact, try to avoid stating anything you don’t want publicized. There is always the temptation to print the latest “gossip” and “inside news tip.”

With this in mind, I always advise clients to stick to their publicity training and key messaging when speaking to any media members, any time and anywhere.

These are just a few, key tips to help you with your publicity efforts and speaking to media members. For more information, suggestions and comments, feel free to contact me at info@rembrandtwrites.com or visit www.rembrandtwrites.com. Talk to you soon and have a great day!

Melanie

By creating a media kit for your new business, you will increase your chances of getting some good publicity. Plus, you’ll have pertinent information ready for new clients, partners and investors.

With this in mind, here are a few tips to help you create your new media kit.

What is a media kit?

A media kit is simply a collection of pertinent information about your business. It enables reporters and potential customers to get the organizational data they need fast. And as a small business owner, you’ll want to print some high-quality versions for important events and media mailings. But don’t print too many as you will need to update the kit frequently with new information.

In addition, it is necessary to provide an online version of your media kit so that reporters can easily access the information at any time to meet tight deadlines. And with this electronic version, you can update the data at any time and save time and money in printing and shipping fees.

What is in it?

When people read your media kit, they should be able to understand the benefits you provide, why you are in business and who is running your organization. The information needs to be user-friendly and cover the key points you want reporters, potential investors and new customers to know.

With this in mind, here is a brief synopsis of what most media kits include:

Business Facts

What does your company do and why are you unique?

Products and Services

List all of the products and services you have to offer. But instead of emphasizing the features, focus on the benefits.

Background

Who is running your business and when was the business founded? If your business is new, you can include brief background information and bios of your key staff members in a “Business Facts” or “FAQ” section. If possible, include downloadable photos for reporters to use.

News

Include a news section that lists your press releases, media clippings, quotes from satisfied customers, event participation, speaking engagements, articles, and other newsworthy activities. But note that it is essential to keep this section updated so you appear current and newsworthy.

These are just a few key tips to get started on your media kit. For additional help, review competitor media-kits and look at the online newsrooms for successful companies you admire. Also feel free to contact me directly at info@rembrandtwrites.com or visit www.rembrandtwrites.com.

As you can tell, this whole process is going to take some effort. And if you’re still wondering if you should spend the time to create a media kit, think about this. What happens if your competitor has a user-friendly, online media kit, and you don’t? Do you think a reporter will write about your business or theirs?

Thanks for reading, and feel free to send me your questions, comments and suggestions. I’d love to hear from you!

When it comes to press releases, many new entrepreneurs don’t know where to begin. Well, it doesn’t need to be difficult. Keep in mind that a press release is simply a document you send to media members to announce some kind of news or event. It should be truthful, user-friendly and newsworthy.

To get a good idea of how an effective press release looks and sounds, review those written by competing companies and successful organizations. Now, writing a good press release that creates results takes time and skill so you may want to hire an experienced freelancer to help you.

Also note that most of your publicity is going to come from picking up the phone and pitching your story ideas directly to the media. But if you want to write a press release now, here are a few simple tips to help you get started:

·       Review official press releases.

Look at the press releases at PR Newswire, www.prnewswire.com and BusinessWire, www.businesswire.com. You’ll find releases written in the official, Associated Press Style Guide format. You can use this press-release structure as a guideline.

·       Start with a headline.

Write a brief statement in the present tense that communicates your news. Avoid clichés and get to the point. Readers should understand what you are trying to say immediately and want to learn more. And when possible, include a sub-headline that provides additional, valuable information.

·       Keep important data at the top.

If you want people to actually read your press release, be sure to include all of your key points in the first paragraph (with your web address). Plus, many sites only collect and reprint the first sentence of a press releases so it’s very important to include the “why will anyone care about this” information first.

·       Add a boiler plate.

At the very end of your press release, include a brief paragraph about your business (the boiler plate). This content gives readers the information they need to know about your organization. Always include your website, phone and e-mail address so that readers know how to reach you quickly and easily.

·       Focus on benefits, not features.

Throughout your press release, write content that your target audience will find interesting. How will people benefit from this news? What’s in it for them?

And insert quotes that have meaning. Please avoid blatant statements like “We are excited about this partnership.” Of course you are excited about the news, but why will the reader care? Offer valuable statistics and information in all of your quotes whenever possible.

·       Review your work.

When you finish your release, take the time to check it for spelling and grammatical mistakes, factual errors, tone, and newsworthiness. Have others proof it as well. Trust me. This is time well spent. Once the release is plastered all over the Internet, you cannot make necessary changes.

Obviously, these are just a few key points on writing a press release, and I’ll provide more tips in future blog entries. In the meantime, feel free to send me your ideas, comments and suggestions at www.rembrandtwrites.com. I’d love to hear from you!

Thanks for reading, and have a great day! 

Good Monday Morning!

Before you contact the media or post a press release this week, ask yourself if a reporter will really care about what you have to say. If not, you need to conduct more research, develop a new story angle and edit your announcement accordingly.

Try to focus on a valuable benefit, current industry trend or unique idea. Once you rework your pitch, share it with an appropriate customer, co-worker, friend, or family member. You’ll be able to tell if your idea is boring or sparks interest.

Plus, it will give you some practice telling your story before approaching the press. Now, this process does take extra work, but it can definitely mean the difference between getting press attention and wasting time, money and effort.

And if you are having trouble developing newsworthy ideas to share with the press, here are some tips to help you get started.

1. Participate in an event.

Look for upcoming charity events in your local area. And if you can’t find anything appropriate, create your own. Work with non-profit organizations, targeted business partners, potential customers, etc. to give something back to the community. While helping others, you’ll create a newsworthy event that press members will want to cover.

Resources include: Chamber of Commerce, Network for Good Non-profit Events,  Give.org Charity List, Fundraising Answers

2. Create a report or list.

Thanks to David Letterman, people love “Top 10 Lists.” Write your own list or report. Be creative and develop an interesting, short document regarding a big industry trend, current news, survey results, or a solution to a problem. Provide valuable, reader-friendly information and expertise without asking for anything in return.

3. Submit an Op Ed.

Write to your local newspaper and provide your opinion about a published story or current news item. When written in a positive, controversial or helpful way, this media attention can build credibility and business awareness cost-effectively.

4. Share your expertise.

Develop a presentation that provides valuable information and simple tips. Then schedule, promote and give your speech to your target audience at a local community college, business group or other organization. While offering your expertise and meeting potential new customers, you’ll also garner some media attention.

5. Promote successes.

On a regular basis, talk to your clients, employees, co-workers, and partners to discover success stories. Ask customers how your products and services have helped them increase business growth, reduce costs, find new hires, save time, etc.

Obtain their approvals, and use these testimonials in your publicity and marketing efforts. You’ll have interesting case studies and pitches to share with the media and potential, new customers.

These are just a few, simple tips to help you start developing newsworthy stories. Thanks for reading. Until next time, feel free to send me your ideas, comments and suggestions (or sign-up for my free newsletter at www.rembrandtwrites.com). I’d love to hear from you!

If you just opened for business and want to spread the word, you don’t need a lot of money to hire a big PR agency. You can get some great publicity on your own. It is just going to take some extra time and effort.

Where do you start?

To begin, you will need to do some research and answer a few important questions. Here are some quick steps for starting your research process.

1. Know your target market.

What do your customers read online and in print, listen to on the radio and watch on television?

Figure out the most popular media venues for your target audience. Depending on your products and services, conduct online searches by typing in keywords such as: “medical service magazines,”  “realtor periodicals,” “online recipe businesses,” “gardening blogs,” “technology radio programs,” etc.

Some of the search sites I use include the following:

Google, www.google.com

Yahoo Search, http://search.yahoo.com/

Search.com,  www.search.com

Dogpile, www.dogpile.com

Rollyo, http://www.rollyo.com/index.html

(You probably know some other good research sites too. Please feel free to share them with everyone in our comments section.)

Start with some general searches online and then look for more specific sites pertinent to your target market.

2. Find the right reporters.

Once you discover the media venues that your target audience finds interesting, you’ll want to look for the reporters at each of these venues who cover your particular area of interest or “beat.”

Visit your local library or bookstore, look online, listen to the various radio programs, or watch the shows on television. Figure out who will be interested in talking about your business.

3. Learn the reporter’s style.

After you’ve narrowed down your choices and understand which media venues and reporters you want to target, familiarize yourself with their particular columns or segments. This way, you’ll learn more about each reporter’s tone and style and the topics he or she targets on a regular basis.

And as you review the information, think about ways you can fit into each of these media venues. What kind of interesting and unique trends, stories, case studies, information, and ideas can you offer each reporter or writer?

4. Create a contact list.

As you make notes about various reporters and how your business can fit into potential stories in the future, you’ll also want to start your own media-contact database.

Use a simple Word table or Excel spreadsheet and make columns that include: Media Name, Address, City, State, Zip, E-mail Address, Phone, Fax, Notes, and any other pertinent data you need.

Usually, media-contact information is available on the venue’s website or in the first few pages of the publication. Also note that you can always call the media venue directly and ask the receptionist for the information.

However, some office assistants may connect you directly with a reporter. Then what do you do?

If you are not ready to talk to that reporter yet, be sure to tell the receptionist that you just need the contact information. You do not want to make a bad, first impression!

If you are connected with the reporter, simply introduce yourself as a new business owner, and ask if he or she would like to receive the latest news and information about your company.

Hopefully, these simple tips will help you start your PR program. I also offer free information via my monthly newsletter, “Rembrandt Writes Insights.” Simply enter your e-mail address at www.rembrandtwrites.com.

Thanks for reading. And I’ll be in touch with more startup PR information soon. Until next time, feel free to send me your ideas, comments and suggestions. I’d love to hear from you!

Most small business owners immediately think of press releases when they think of publicity. However, I use press releases specifically as a relationship-building tool.

They are very helpful in reminding reporters, customers, new hires, and potential new partners that your business has current products, services and news.

But press releases alone do not guarantee big media placements.

If you have a tight budget and schedule, I suggest spending the majority of your publicity time talking to targeted reporters via phone or in person. This way, you can share your passion and introduce yourself to appropriate media members directly. And this is usually much more beneficial than writing a press release and simply distributing it to a blanketed list of media venues.

However, you can build business awareness and get your press release posted on the Internet at no cost. It will take some time and effort to register and post your release. But here is a list of 40 sites that offer (or did offer) free, press-release posting:

1.     1888 Press Release   

2.     ASPTheStreet

3.     BizEurope

4.     Click Press.com

5.     CubicleSpace.com

6.     Dime-co.com

7.     eBoom

8.     eCommwire.com

9.     Express Press Release

10.   EZ.Press

11.   FastPitch

12.   Free-News-Release

13.   Free-Press-Release.com

14.   Free-Press-Release-Center.info

15.   i-newswire.com

16.   Kazor.com

17.   LooselyCoupled.com

18.   Male Bits

19.   Newsreleaser

20.   PR.com

21.   PR9.net

22.   PRCompass

23.   Press Method

24.   Press Releases Blog Spot

25.   Press.ArriveNet.com

26.   Press-Base

27.   Pressbox UK

28.   Press-World

29.   PR-GB

30.   PRInside

31.   PRLeap

32.   PRlog.org

33.   PRNewsNow

34.   PRNuke.com

35.   PRZoom

36.   SBWire

37.   UK PRWire

38.   US PR Wire

39.   Web2Newswire
40.   PressReleasePoint.com

Now, these sites may change their polices. After reviewing them, regularly research new, online posting opportunities.

Also, there are many niche sites and blogs that may cater to your target audience. Look for various industry websites that offer free, press-release posting. Also check inexpensive posting sites such as PRWeb.

As a small business owner, it is possible to get some great media coverage on a limited budget. You just need to be willing to spend the time and do the work necessary.

And if you’d rather concentrate on core business activities, and outsource your publicity activities, please contact me at www.rembrandtwrites.com. I can provide you with some tips and additional information.

We are all busy dealing with tight budgets, schedules and deadlines. But even with a hectic pace, you can still improve your writing to help communicate your message and increase sales.

As you sit down to write or review some copy, here are three quick tips to keep in mind:

1. Use Action Verbs.

Don’t write in the past. Try to use verbs in the present tense. You will add more excitement to your message if you talk about current activities rather than what happened, could happen or should happen!

2. Keep Sentences Short.

Busy people don’t have time to read cumbersome documents to get necessary information… so make it easy for them. Write short sentences that keep readers engaged .

Remove any extra fluff that isn’t important. Use adequate spacing between lines and paragraphs so that your copy is reader-friendly.

Also, find a co-worker or friend to proof your work and provide edits. It always helps to get an outsider’s opinion before publishing any document.

3. Add Subtitles and Bullet Points.

Whenever possible, try to include subtitles and bullet points packed with valuable benefits that tell readers “what’s in it for them.” This way, you’ll be more likely to reach potential customers who are skimming pages for fast information.

A Final Note

Obviously, there are many other points to consider as you continuously improve your writing skills. But when you are short on time, these three reminders may just what you need to jumpstart your copy and attract new customers, partners or advertisers.  

For my free, monthly newsletter packed with valuable information to help you with your publicity activities, please visit www.rembrandtwrites.com or provide your comments below. I’d love to hear from you!

Happy Monday morning, and welcome back to your work schedule.

After you’ve had a moment to drink your favorite wake-up beverage, take a moment to think about your schedule.  Ask yourself these three questions:

1. What are my priorities for the day?

2. How can I work smart and get things finished without wasting time?

3. What do I really want to accomplish this week?

If you’re like me, I just want to dive into my work and go. But if I just take a moment to think about my priorities and overall goals for the day and week, I tend to get a lot more done in less time. What do you think?

Have a great day, and if I can help you with your PR and writing needs, just let me know.

Melanie