Welcome to the NEW weekly e-zine Business Consultant Weekly

Issue #7 August 31, 1998

Business Consultant Weekly is a FREE newsletter brought to you by NetChecks of Quartz Hill, CA <http://netcheckspayroll.com> helping small and home businesses succeed.

The goal of this newsletter is to bring insight into the challenges you face whether you're going it alone or working in a group to carve out a niche in the business world. Increase your cash flow and productivity with informative articles on time management, marketing, daily operations and read messages from well-known motivational speakers that will keep focused on your goal.

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In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: How to Get Free Media Publicity for Your Business by Sending Press Releases On-line: How to write them, who to send them to, and what media managers are looking for. by Dr. Kevin Nunley

3) Classifieds

4) FREE Resources

5) MOTIVATIONAL MESSAGE: Synergy: an excerpt from Stephen Covey's book "7 Habits of Highly Effective People"

"Tip of the Week"

The mass appeal and readership of newspapers and magazines offer huge subscriber bases for businesses to get their name in front of. Unfortunately those numbers also command a high price for us to place ads. Why not contact the editors and tell them about what you're doing through a press release. If done correctly, you could end up with a feature story which translates into free advertising. It is commonly believed that a published article is more believable than an ad because it implies an impartial endorsement from the publication. Here are some pointers:

1. The first step is to tie your product or service into something worth making the news like a current trend or problem that needs solving, a community/charity event, or a give away offer people would be interested in. Done this way you're more likely to get the attention of the editor. If you just announce your product or service, it'll be received more like a thinly disguised ad.

2. Target the distribution of your releases to publications fairly related to your product or service. However, try to use your imagination, pure-bred dog owners tend to be affluent therefore may be interested in stock market advice...get the idea?

3. The lifeblood of these publications are their content. They're always looking for interesting and informative articles for their readers. If you can provide it for them and get your name out there in the process, both benefit and you will have established a valuable relationship. Be sure to thank them for running the story.

FEATURE ARTICLE

How to Get Free Media Publicity for Your Business by Sending Press Releases On-line: How to write them, who to send them to, and what media managers are looking for.

by Dr. Kevin Nunley

"Do News Releases Work?"

Invariably, when I talk with business people on-line, someone asks that question. Many of us have sent out a press release only to be greeted with silent indifference from the media. But that doesn't have to be the case. The media needs, must have, craves, can't do without a steady stream of usable news. YOU are the person that can supply the news they need. And you can get free publicity for your business at the same time.

Even better, you can email your press release to the media. That makes it much cheaper to send a release to lots of media sources

The news release is the time honored method of putting information before the media. This is especially true for businesses and organizations. It takes the form of a page or two detailing your message, generally slanted a bit to favor your goals. In its most basic form, the news release has your name and contact number at the top, followed by some points that will interest the media outlet.

You Gotta' Be Newsworthy!

Make sure your story is something that the reporter will agree is important. Newspapers don't like it if you send in an ad for your business to be used as a news story. Their attitude is, "Hey, if you want to advertise, call the advertising department and buy and ad." You have to cloak your message in a story that is newsworthy, a story that readers will find helpful, interesting, simulating, sad, or hopeful.

If your message seems too commercial for your local daily newspaper or TV newscast, try sending your release to a trade publication in your industry. A story that is of little interest to the general pubic will often be welcomed with open arms by a more specialized industry newsletter or e-zine.

The bottom line is this: think like the media, shape your message to fit their likes. Do that and your message has a good chance of being used. Above all, don't let up. While one media manager may not have the slightest interest in your idea, another will welcome you with open arms. The media needs piles of fresh stories everyday.

Where Do You Find the Addresses for the Media?

It used to be that you had to shuck out a few hundred bucks to buy a media guide on CD-ROM. Now that just about every media entity in the world is on-line, the process of getting accurate addresses is much easier and cheaper.

Gebbie, a well-known guide, has jumped ahead of the pack and put their addresses and links on a well organized web site (http://www.gebbieinc.com). I recently sent a press release via e-mail to over 1000 of the radio stations Gebbie has listed and hot very good results.

Remember, bulk mailing your press release to media is not the same as spamming individuals. Media expects to get unsolicited promotional announcements. That's the business their in.

There are also companies that will send your press release out for you, although I'm not so sure you'll get better results than the do-it-yourself method. Mostly automated press release services make the job much faster. The top press release agency in the corporate world is PR Newswire (http://www.prnewswire.com or 800/832-5522).

PR News Target (http://www.newstarget.com) claims to have cultivated a relationship with thousands of editors covering a variety of industries. I would take that with a grain of salt. When I worked in media we often got calls or cards from PR firms asking if we wanted to get their stuff. We usually said yes because they would sometimes send free hats, shirts, and other trinkets. The press releases often went into the trash. It's much better if YOU cultivate your own relationship with editors.

Jennifer Howard of American Small Business Association does a fine job of sending to over 5,000 media outlets for $250 .

Also check out Automated Press Releases (http://www.gapent.com/pr). For the nice price of $12.50 per hundred, they'll send your release to any of their 7,600 media sources in 37 countries. While you're at the Automated site, read through their "Pet Peeves of the Media" article.

Some PR firms will write your press release for you. The price usually runs around $200 for a one-pager. (Don't do it! I'll write it for you cheaper.)

Here's a simple example of what a standard press release looks like: USE THE MEDIA 210 State Street Anytown, USA phone: XXX-XXX Contact: Kevin Nunley FOR IMMEDIATE RELEASE

DOGS WILL BE HAPPIER THANKS TO UTAH FIRM USE THE MEDIA.

Use the Media founder Kevin Nunley donates 20 cases of dog polish to the Midvale animal shelter.

Midvale, UT: Lost dogs will have a lot less to be worried about this Christmas as local consultant Kevin Nunley has provided for their well being with 20 cases of high grade Amco dog polish. Midvale animal shelter director, Monica Lewinksy, said, "These will give the dogs exactly what they need to get adopted by families this holiday season."

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Dr. Kevin Nunley works with businesses on marketing strategy, copywriting, and web site development. Ask for his FREE marketing report at or (801)253-4536. See all his articles on the Marketing Info Supersite at http://www.DrNunley.com Also check out his Internet Marketing and Media Publicity courses at http://www.SmallBusinessU.com

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MOTIVATIONAL MESSAGE

Synergy : an excerpt from Stephen Covey's book "7 Habits of Highly Effective People"

"What is synergy? Simply defined, it means that the whole is greater than the sum of its parts. It means that the relationship which the parts have to each other is a part in and of itself. It is not only a part, but the most catalytic, the most empowering, the most unifying, and the most exciting part. The creative process is also the most terrifying part because you don't know exactly what's going to happen or where it is going to lead. You don't know what new dangers and challenges you'll find. It takes an enormous amount of internal security to begin with the spirit of adventure, the spirit of discovery, the spirit of creativity. Without doubt, you have to leave the comfort zone of base camp and confront an entirely new and unknown wilderness. You become a trailblazer, a pathfinder. You open new possibilities, new territories, new continents, so that others can follow. The whole is greater than the sum of its parts - Synergy.

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