Welcome to September's Shine Communique and to all new subscribers including all the fabulous people I met at the launch of Apprentice to Business ACE just last week in 
We raised over $1,000 on the night for Look Good Feel Better www.lgfb.org.au our chosen charity by donating the proceeds of all book sales that night. Pictured here with Sue Kefelja Victoria LGFB State Manager.
We also had amazing support and sponsorship from BMW Doncaster, www.doncasterbmw.com.au Borambola Wines, www.borambola.com Ikon Images www.ikonimages.com.au and Skinformation www.skinformation.com.au
A reminder that a percentage of the profits from any further book sales will also be donated to LGFB so show your support by ordering your copy now!
Our book launch was also the kick-start to our publicity campaign. We've busily been doing media interviews and believe that it won't be long before this word-of-mouth will result in many more sales. Could your product or service benefit from a publicity campaign? Well if so, the first step would be to write a media release. In this month's feature article I explain How to Write a Media Release.
Enjoy reading and if you have any comments or feedback at all please send me an email.
Keep shining!
How
to Write a Media Release
Did you know that publicity is supposedly seven times more effective than advertising? And it is free. That is if you do it yourself. If you know the elements of writing a good media release to capture the attention of journalists, you can cash in on no cost editorial coverage. Read more about how to write a media release in this month's feature article.
The Beginning
The first and most important thing is to have something interesting to say. Consider your USP. Just like in sales. It's your unique selling proposition. After all publicity is selling .You are selling a story idea to the media. I like to call it the unique shining point. It really needs to stand out, shine, be compelling - not an advertisement, not a boring product plug.
Another element that will really hook the journalist in is to consider the ESP the emotional selling point. Often it is the human element in the story that will capture the reader's attention therefore the attention of the media. Think about what your story is. What is your background? Have you overcome any obstacles to get where you are today? Any achievements or milestones? Where is the human interest?
What is more compelling? An announcement about a wedding limousine service, or the 30th anniversary both in marriage and business of the couple who run the service? This is a story I helped someone uncover in a seminar I conducted. The couple later went on to get a full page colour photo and editorial story in a wedding supplement in their local paper - for free, just by working out the human element of interest to readers.
WIFM
What's in it for me? Or what is in it for them. How does your product or service help others? You media release needs to state that key element. How will the reader benefit?
It's uninteresting to just say, Jones & Smith Accountants today announced the launch of their revolutionary new accountancy software package.
Better to state, small businesses now have a better way to measure, monitor and manage the costs involved in running their business, thanks to Jones & Smith's new online measurement & analysis accounting system.
The Heading
Write a catchy headline with a short, punchy phrase. Observe how headings are written in newspapers and magazines. You need to grab the readerr's attention. Of course that is if you are planning to post your media release snail mail with your product sample or full media kit. But most releases these days are emailed. However, the same principles apply. Use a compelling subject heading or the journalist will simply hit delete. Make it provocative.
The Content
Have a bright opening; start with your strongest point first. Instead of the conventional today announced that lead, you should make your release stand out from the crowd with a strong, compelling lead paragraph.
As editors and journalists get so many releases every day, you only have seconds to grab their attention. The first paragraph is where your important information goes but it needs to be written in an exciting, creative, interesting way.
Consider the 5 W's, Who, What, When, Where, Why; This is an easy formula to remember when writing your release but it is still not enough without some zing or compelling elements to hook the reader in.
Again - how does it help? Remember the benefit to the reader and perhaps include some how to tips on whatever your product or service is.
Use memorable quotes; either of you or someone well-known who can endorse your product. Quotes are often used by the media as they make the story more real or personal. A good quote can include why you've started this business or developed your product or how it helps your target audience.
The Format
Title it Media Release and always include the date.
Include your contact details of telephone, mobile, email and website address.
Use letterhead and keep the content to one page. Any more and you will lose the journalist's attention.
When using email, cut and paste into the body of the email. Don't send an attachment.
The Contact
Send your release to the appropriate person. Be sure to do your research. Check that the food editor is still just that and not now the finance editor . Find out the name of the person and their direct email.
Always follow up with a phone call or email and keep your media liaison consistent. If you provide good information you are not a nuisance, you are providing a service. Journalists and editors need our information to fill their newspapers, magazines and radio shows.
Supply a creative photo or suggest a photo opportunity that will add to the impact of having your information publicised.
Gaining publicity in the media will help you become known as an expert in your business field; it will enhance your image and reputation and help you to grow your business.
Read the media release for Apprentice to Business ACE - your inside-out guide to personal branding.
Shine Seminars
This month's newsletter has a strong media focus so I would like to highlight two of my popular workshops Priming the Press (PR Strategies to Shine in the Media) and Lights, Camera, Action ( Facing the Media).These can be customised and conducted for your association or organisation as a full day, half-day or a keynote presentation.
To find out more please contact us.
I recently presented Strategies to Help you Shine in the Media to members of The Executive Connection (TEC). www.tec.com.au
Here's what the chair had to say,
The feedback from your presentation was great good take home value!
As a TEC chair I talk to my members about PR but so few know what it is. Your clear presentation is very effective and explains what the media is and how to use it effectively. You have a good product and I have no hesitation in recommending you to all business owners and senior managers.
If you belong to a TEC group and are interested in having me present just send an email to sue@shinecomms.com.au
Shine Products
To help you define your personal brand my co-authors and I have written Apprentice to Business ACE - your inside-out guide to personal branding.
Read more here.
Margot Spalding (Telstra Business Woman of the year 2006), says in the forward,
Every successful person realises that it is essential that you must, from day one and point one, recognise where you are, where you want to be, and that you must undertake "personal branding" to ensure you get there. Sensible and achievable skills are at your fingertips through the pages of this book. Once you've read Apprentice to Business Ace you will be better placed to respond to the challenges along the way.
Your copy awaits! Place your order now for the discounted price of $29.95. Currently in the bookstores for $34.95.
Please click here to download the order form.
Special discount applies to all bulk order copies for your corporation or organisation. Contact us on 02 9555 6952 or send an email to shine@shinecomms.com.au
If you have enjoyed reading this newsletter and find the information useful please forward to your friends and associates.
Shine Communications Consultancy
T: + 61 2 9555 6962