promoting yourself using press releases 20151008
TRANSCRIPT
Promoting Yourself Using Press Releases
Chris Wechner
Director of Marketing
The Ultimate Analyst
Ready for the Over 70%?
• Human Resources and Hiring Authorities
– Over 70%* will research you online
– Are you ready for it? Hmmm…NOT impressed!
*Source: http://career-advice.monster.com/job-search/getting-started/hr-googling-job-applicants/article.aspx
Looking for the Negative
• Most of the time, they’re looking for BAD things to find about you.
– More people are afraid of making a mistake than taking a risk by finding something good at a value.
Look what I found on this guy!
Most Common Ways to Investigate
• Social Media
• Search Engines
– Bing
– Yahoo
Social Media: Tips about Image
• Social Media
– Avoid posting negative or disparaging comments
– Don’t do stupid stuff AND post it!
Wouldn’t you want to depend on THIS guy?
Partying = FunPosting Pics = DUMB
Search Results: Places to Develop
• Profiles
– Social Media (FaceBook, Twitter, Instagram, etc.)
– Directory Sites (Especially for Businesses)
• Website
– About Yourself or Your Company
• Articles
• Press Releases
Imagine Their Surprise
• Sometimes, there is good news about people
This guy is better than I thought!
How to Get That Good News
• Waiting for someone else to give you “love”
• Writing up your OWN news(via press releases)
Proof That You’re Different
• Press Releases
– Provide opportunities to attract media attention
– Most people take this as objective information coming from a 3rd party
Not Everything is a Press Release
• It is NOT an.......Instruction
• It is NOT a……….Product or Service Review
• It is NOT a……….List of Facts
• It is NOT………….Sales Copy
• It is NOT………….General Info(i.e. Article/Blog Post)
So what is a Press Release?
• A Public Relations Announcement about a(n)
– Event
– Performance
– Some Other “Newsworthy” Item
• It is issued to the news media and targeted publications to be distributed to editors and reporters
Press Release: Overlooked
• Press Release:a BIASED Publication from the Company or an Individual—Not a Reporter
Owner of ABC Sugar Co.
The ABC Sugar Co. was rated the best-tasting sugar. Consumers are more likely to win pie contests when they
use that particular brand of sugar.
Need News Ideas?
• Website Launch• Upcoming Article Series• Review Charities/Volunteer Organizations• Review Events• Community Involvement/Contribution• Announcing a Public Appearance• Reaction to New Policy/Regulation• Winning an Award• Getting Published in Trade Journal• Response to Released Industry Statistics
Titles: Press Release vs. Article
• Press Releases need to have or imply action/news of some sort.
• Title Examples
– Article7 Ways to Lose Weight
– Press ReleaseTrainer Shares 7 Ways to Lose Weight
So…Let’s write one!
Any volunteers?
Places to Submit (Free)
• PRLog.org
• BuzzFeed.com
• PRUrgent.com
• PR.com
• PR-Inside.com
• iNewsWire.com
• OnlinePRNews.com
Places to Submit (Paid)
• PRWeb ($99 - $799)
• PRNewsWire (Individually Quote)
– iReach ($129 - $399)
• EmailWire ($99 - $299)
• PRBuzz ($299/Year - $499/Year)
• BusinessWire ($415 & Up)
• Online PR Media ($22 - $549)
Ready for the Over 70%?
• Human Resources and Hiring Authorities
– Over 70% will research you online
– Are you ready for it?
You CAN be!
What can YOU write about?
Promoting Yourself Using Press Releases
Chris Wechner
Director of Marketing
The Ultimate Analyst