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The Art of Succession Planning
Succession planning, like any business acumen, is both an art and a science. That is to say, there are many proven strategies that can and must be followed so that successful transition can occur.
Too often organizations address the ...
To all Managers: How does ADD affect your workplace?
Tent caterpillars create a cocoon for an entire colony. Within one colony there are two types of caterpillar. One type, pioneers, weave long threads forming the skeleton of the tent. The others, the workers, weave cross threads filling in the...
Your Online Fortune is Just a Click Away!
Your Online Fortune is just a Click Away! By Steve McClain But before you flick the switch on your Internet Marketing Machine make sure you've nailed the basics and your strategy is fundamentally sound. While the Dallas Cowboys Defensive...
Ideas Are Free - A Book Summary
This article is based on the following book: Ideas Are Free By Alan G. Robinson and Dean M. Schroeder Published by Berrett-Koehler Publishers, Inc., 2004 ISBN 1-57675-282-8 232 pages Without great ideas, no organization can stay afloat, much less...
The Role of the Business Model and Strategy for Business
People will always stress that having a well researched business plan is key before you start your business. Although creating a business plan is often an important step in the evolution of a business, particularly if you need financing or you...
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Generating Publicity: Will The Media Be Interested In My Product/Business?
When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.
A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That ?media bullhorn? can also do wonders toward educating consumers about your product. But does your product -- and it?s media pitch -- have what it takes to attract the media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, the types of products and pitches that lend themselves to the best media exposure include:
ome/garden products
~itchen/cooking/food products
onsumer electronics
?utomotive accessories
ome repair/DIY tools
ersonal health/medical/fitness products
ecreational/outdoor products
?xperts (business, health, technology)
If you have a new or under-publicized product in one of these categories, the media could be a good friend to you. However, you first have be a friend to the media. Your product (and pitch) needs to have what the media calls a ?news peg? -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to the 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor?s pitch and product that is easier to cover.
an you provide a media sample?
o you have quality photos of the product?
ow can the product be purchased: in stores, catalogs, online, by phone?
an you arrange a
quick interview if needed?
Products/services that don?t really lend themselves to media interest or publicity are things like:
ebsite developers
ell phone/printer cartridge sales
itamin supplements
nsurance
inancial planning
LM/downline schemes
I?m not implying that these types of businesses aren?t media worthy. I?m simply saying that from a media interest, editorial standpoint, there are thousands of competing product and businesses like these on the market and unless they are offering something truly unique, they lack that ?news peg? that will attract the media?s attention. If you are launching, let?s say, a new garden tool that is very similar to many other garden tools on the market, don?t expect much interest from the media in putting together a feature. You can create that news peg by answering a few questions:
ow does your product differ from competing products already on the market?
Qhy should the media and subsequent consumers be interested in your product?
oes it provide a solution to an existing problem for consumers?
Bottom line -- an expertly maintained publicity campaign can help forge wonderfully reciprocal, mutually beneficial relationships with the media. Reciprocal, in that the media constantly need interesting information to put together their product profiles and business features -- and YOU need constant media exposure to get the word out. If your product or business can meet the media standards mentioned above, you could benefit greatly from some solid nationwide media exposure. Getting your product mentioned in print articles and on TV/radio shows nationwide will help spread the word to customers -- and at a fraction of the cost of a nationwide advertising campaign.
About the Author
Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions.
http://www.spreadthenewspr.com
todd@spreadthenewspr.com
(785) 842-8909
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