10 Differences Between Advertising and Public Relations

From Apryl Duncan

Your Guide to Advertising.

FREE Newsletter. Sign Up Now!

If you're searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.

1. Paid Space or Free Coverage
· Advertising: The company pays for ad space. You know exactly when that ad will air or be published.
· Public Relations:Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services.

2. Creative Control Vs. No Control
· Advertising: Since you're paying for the space, you have creative control on what goes into that ad.
· Public Relations:You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.

3. Shelf Life
· Advertising: Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.
· Public Relations:You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.

4. Wise Consumers
· Advertising: Consumers know when they're reading an advertisement they're trying to be sold a product or service.

"The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly," Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they know we are trying to sell them."
· Public Relations:When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising.

"Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services," Flowers said.

5. Creativity or a Nose for News
· Advertising: In advertising, you get to exercise your creativity in creating new ad campaigns and materials.
· Public Relations:In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.

6. In-House or Out on the Town
· Advertising: If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then you'll also interact with media sales people.
· Public Relations:You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media.

7. Target Audience or Hooked Editor
· Advertising: You're looking for your target audience and advertising accordingly.
· You wouldn't advertise a women's TV network in a male-oriented sports magazine.
· Public Relations:You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event.

8. Limited or Unlimited Contact
· Advertising: Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all.
· Public Relations:In public relations, you are very visible to the media. PR pros aren't always called on for the good news.
If there was an accident at your company, you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens.

9. Special Events
· Advertising: If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in.
· Public Relations:If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.

10. Writing Style
· Advertising: Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product.
· Public Relations:You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media.

10 Tips to Use Giveaways Effectively

From Susan Friedmann

Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties or giveaway items all designed to promote. But look a little more closely.

How many really do an effective job? How clearly do they get a message across? Is the message sufficiently visible? Is the giveaway useful or unique enough that you would want to keep and use it? All these questions, and more, need to be considered before jumping into the giveaway game.

Everyone enjoys receiving a gift, even if it is "just a little something." Gift-giving creates a favorable impression. It can build goodwill, be an incentive, communicate a message and create awareness.

When thinking about advertising specialties for your next show, consider the following ten questions:

1. What do you want to achieve by giving away a premium item? Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition. It is important not only that the message have an impact, but also the premium itself.

2. How will you select your premium item? There is a multitude of different items you could consider as a premium. However, which one will best suit your purpose?

To select the right item, you need to decide your objective. Do you want it to enhance a theme; convey a specific message or educate your target audience?

A clear purpose should help make your selection process easier. A promotional specialist can also help you make an effective selection. Remember that your company image is reflected in whatever you choose to give away.

3. Whom do you want to receive your premium? Having a clear objective for your premium item will also help you decide who should receive it. You may consider having different gifts for different types of visitors. You might have different quality gifts for your key customers, prospects and general passersby.

4. How does your giveaway tie into your marketing theme? Is there an item that naturally complements your marketing message? Have the message imprinted on the item and make sure that your company name, logo and phone number appear clearly. An important aspect of any gift is to remember who it was from long after the fact.

5. What is your budget?The price range for premium items is enormous. Quality, quantity and special orders all impact the price. Establish a budget as part of your exhibit marketing plan.
Consider ordering the same item for several different shows. The greater the quantity of your order, the lower the individual unit price.

6. What must visitors do to qualify for a gift item? There are several ways to use your premium effectively. For example, as a reward for visitors participating in a demonstration, presentation or contest; as a token of your appreciation when visitors have given you qualifying information about their specific needs; as a thank you for stopping at the booth.

Avoid leaving items out for anyone to take. This diminishes value and has little or no memorability factor.

7. Will your giveaway directly help your future sales? Consider handing out a discount coupon or a gift certificate that requires future contact with your company for redemption. Consider premiums that will help generate frequent visits to customers and prospects, such as calling you for free refills.

8. How does your premium item complement your exhibiting goals? Premiums can be used to prequalify your prospects. One company uses playing cards. Prior to the show, they send "kings" to their key customers, "queens" to suppliers, "jacks" to new or hot prospects. They request that the cards are brought to the booth in exchange for a special gift. When the cards are presented, the booth staff already know certain information about the visitor. They can then act on their previous knowledge and use time with the visitor more productively.

9. How will you inform your target audience about you giveaway item? A sufficiently novel or useful giveaway can actively help to draw prospects to your booth. So make sure your prospects know about it. Send a "tickler" invitation with details of the giveaway, or create a two-piece premium, sending one part out to key prospects prior to the show and telling them to collect the other half at your booth.

10. How will you measure the effectiveness of your premium? Establish a tracking mechanism to measure the success of your giveaway. If it is a redemption item, code it so that you know it resulted from the show.

Post-show follow-up could include a question about the premium - did visitors remember receiving it and how useful was the item. After the show, critique your giveaway with your exhibit team:

Did it draw specific prospects to the booth? Was it eye-catching enough to persuade passersby to stop? Did your customers find it useful? Did it project the right corporate image?
There are plenty of exciting premiums for you to choose from so that you can avoid the usual pens, pencils and keychains. Make your premium work for you and it will be money well invested.

Written by Susan A. Friedmann, CSP, The Trade Show Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Visit The Trade Show Coach for a free copy of ExhibitSmart Tips of the Week.

Capitalizing on Creative

From Apryl Duncan

Your Guide to Advertising.

FREE Newsletter. Sign Up Now!

Five Fundamentals to Success
Matt's more creative in the morning. But Jenny cranks out her best work late at night. So just how do you capitalize on everyone's creative thinking?

A recent survey of advertising agency employees revealed a whopping 66 percent are more creative in the morning. Only 14 percent say they're more creative at night. The other 20 percent were more creative at various times throughout the day.

Capitalizing on everyone's brightest ideas isn't impossible, though. There are certain factors you can add to the working environment to make sure you're getting the most out of the creative process.

Meeting Space

So you want to have a morning meeting? What does that mean for Jenny? She's already said she does her best thinking at night.

The first thing you want to do is make your meeting space comfortable.

Even those creative morning types aren't going to be concentrating on your ad strategy if they're too busy fidgeting in an uncomfortable chair.

Right on Target

You just landed a huge client: Granny Grable's Green Beans. So much to do. You need a brochure, POP, Web page and a print ad campaign.

Focus on one project at a time. Instead of getting everyone's thoughts on the size of the brochure and then moving on to the type of POP that would be most effective, just take it step-by-step.

Start with the slogan for Granny Grable's Green Beans. Get everyone's best one-liners. Then you can move on to other tasks - but give each one its own segment of time.

Getting Matt's ideas on the brochure, Jenny's ideas on the Web page and you're just left with a bunch of cluttered ideas. Those thoughts could've been worked into a great ad campaign if they'd been given the proper attention. Now they're just forgotten and the stress kicks in as your deadline approaches.

Don't Shatter Their Light Bulbs

If you haven't already, develop a "No Bad Ideas" policy. It seems so trivial but you wouldn't believe how many great ideas never make it to the table. Some people are still afraid of being embarrassed - or even worse - having their thought being proclaimed: BAD IDEA.

Build on Those Light Bulbs

You have your "No Bad Ideas" policy in place. Now take those ideas and build on them. Matt has a great idea. Jenny offers her input on Matt's idea. And so on.

Allow and encourage everyone to take a good idea, build on it and turn it into solid, profitable advertising.

Feed the Fire

A lot of people ignore the most basic of human needs. We all need energy!

Add fuel to your creative fire with food and drinks. If Jenny's hungry, she's going to be more focused on what she's going to have for lunch than how she can improve the brochure copy for Granny Grable's Green Beans.

When incorporating these five fundamentals into your creative process, don't limit everyone's ideas to meetings. Keep an "Open Door" policy.

Make sure everyone knows they can come to you anytime they have something to add. Contributions to your ad strategy will rise. And so will your profits.

Packing a Punch with Press Releases

From Apryl Duncan

Your Guide to Advertising.

FREE Newsletter. Sign Up Now!

Got news about your product, service or company? Ready to handle hundreds or even thousands of calls from customers? Then you're ready to experience the power of the press release.

Best of all: it's free!
So just what is a press release? It's simple. A press release is a one to two page document used to call attention to your company and its products/services.

You send press releases to editors and TV stations, hoping they will pick it up for their magazine, newspaper or local newscast.

But you have to be patient. Some publications may take several months to publish your press release. And then there are other publications that will print your release in a few days. It all depends on your news and their schedule.

And television stations are a different story entirely.

If you're trying to get air time for an event, send out your press release to your local TV stations at least two days beforehand.

Since news varies from day-to-day, a car crash can prevent stations from covering your event. But your chances are even lower if they receive your press release the same day.

Press releases are also known as news releases. Back to basics, it means just that: news.

If you've been marketing the same heating pad for 20 years and nothing's changed, there's no reason to write a press release. Editors will snub their nose and then line the bottom of their trash can.

Say your heating pad now has an automatic timer built in for convenience. There's your news!
There are several types of press releases you can write. Starting a business. Having new employees joining your team. Your company wins awards. You're working with a charity. Or anything new or different about your business and its product line constitutes a newsworthy press release.

There's a trick to writing press releases, though. Your message has to be newsworthy without sounding like a blatant advertisement. The release is written in an unbiased format so the reader trusts the information to be accurate.

However, there's a clear distinction between advertising and public relations. But if they're written correctly, press releases can be even more effective than advertising.

In order to build your press release, focus on what your readers will care about. Grab their attention.

Use a headline that sums up your entire story. That way, they'll get the meat of the message and - if the headline's good enough - they'll read on.

Your first paragraph should answer at least five essential questions. Who? What? When? Where? Why?

If at all possible, answer a sixth question. How? Sometimes you just can't work the "how" into your piece. Always, always make sure you answer the first five questions, though.

Answering those five key questions gives you a great opportunity to make your point quickly. Don't bury your story. You'll have one paragraph to impress the editor...if you're lucky.

At the same time, don't approach the hard-sell. That's a quick turn off for editors and a great way to keep their paper shredder happy.

Don't forget your basic information as well. It may sound elementary but be sure to include the name of a contact person, phone number, fax, Email address, Web address and company address.

Also write a short paragraph that describes your business. Use this paragraph at the end of every press release.

Keep your sentences short and to the point. Don't use jargon. Just keep it simple.

Don't be tempted to write a long press release. Stay as close to one page as possible. More than two pages is way too long.

One thing to keep in mind is that editors don't have a lot of time on their hands. They'll be reading your press release with hundreds of others. So imagine how many editors will roll their eyes if they see a three- or four-pager come across their desk.

Write your press release as if you were a third-party observer. Read the newspaper for some examples. Or study press releases from other companies.

A good press release, one that will be seen in print, is tightly written with accurate, newsworthy information. Since most press releases are printed exactly as you send them, make sure there are no spelling errors within your piece.

Since you're not paying for ad space and getting your press release published is up to the editor, consider the services of a freelance copywriter or a PR firm. PR firms usually run the same amount as an advertising agency. So you might be better off with a freelance copywriter. It all depends on how many press releases you're planning on submitting.

Once you send out your press releases, how will you know if they're printed? You can use a clipping service that tracks the publications for you. They'll clip what actually appears in print and send it to you for your records.

But you'll know you've written a successful press release if your phone starts ringing off the hook. That's when you can say you've experienced the power of free press.

Ten Ways to Blow Your Advertising Campaign

From Apryl Duncan

Your Guide to Advertising.

FREE Newsletter. Sign Up Now!

Ignore Your Target Audience If you don't want any customers, be sure to ignore your target audience. Don't worry that you're trying to sell scooters for the elderly in a teen magazine. Your target audience doesn't really matter, does it?

Knowing your target audience is crucial to any successful ad campaign. Always identify your potential customers before beginning any work on your ad campaign.

Don't Let the Pros Handle Your Materials

Save a buck and create your own materials. It won't make that much difference right?

There's a reason people hire ad agencies, freelance copywriters, freelance graphic designers and production houses to handle their ads. You're an expert in your field and they're experts in their fields.

Writing that brochure on your own and printing it out in black and white on your printer may sound like a good idea to save money.

All it will do, though, is make your company look unprofessional.

Copywriters are specifically trained to write copy that sells. Graphic designers are trained to create eye-catching materials that make your company stand out. Taking a stab at it yourself may sound like a good idea but the selling message will suffer and your company will lose sales.

Plans? Who Needs Plans? Just start advertising willy nilly without really thinking about your budget and the right places for you to advertise and you're sure to blow your ad campaign quickly.

Every successful ad campaign begins with a well-conceived plan. From identifying the target audience to knowing exactly where you need to advertise, your plan is a must for your ad budget to be spent wisely and your potential customers to be turned into paying customers.

Run That Ad Just Once

Your ad is so great, you only need it to appear once to make a huge splash. Whether it's a commercial or a print ad, just run it once and you'll instantly blow your ad campaign.

Frequency is the key. When you know your target audience, you also know where you need to advertise. How often you run the ad makes a big difference in if the ad will be effective.

One ad won't do the trick. It's better to run that one print ad multiple times than just once if you really want to gain customers.

Who Needs Consistency? Trash all of your hard work on an ad campaign by making each ad different. Who needs the same tag line in every ad? Who wants the logo to look the same every time?

If you're not keeping your materials consistent, you're not making an impression with customers. The more people see your logo, your tag line, even the same colors in your ads, the more they'll begin to associate your company and products with the place they need to be spending their money.

Don't Tell the Customer to Act Now

Your "Call to Action" is completely optional if you want to turn your ad campaign into a disaster. You might as well tell customers, "Contact us if you want to or when you get around to it."

A compelling Call to Action is crucial to completing the sale. Tell customers to, "Call Now!" or "Hurry! This offer expires soon." If you're not telling the customers to act right away, they won't. They'll put your company in the back of their mind and then forget about you in a few minutes.

Budgets are for Schmucks

Don't worry about the numbers and you'll find yourself in a jam when it comes to advertising. Of course, that means you'll lose out on advertising opportunities you could've invested in but you didn't want any sales, right?

Plan out your ad budget to the penny.
This way, you'll know exactly what you can afford for your ad materials as well as how often you can advertise and in what types of mediums.

If your budget is low, you may find a commercial is out of the question and your money would be better spent in print. After all, since frequency is the key, you don't want to spend your entire ad budget on one commercial that can only air once when you could've run a print ad multiple times to gain customers.

If They Have Good Rates, Spend Your Money Wherever That budget publication can offer you more for your buck than those bigger publications. Advertise with them no matter what if you want to blow your ad dollars.

Shop around. Your the customer when it comes to buying space in publications or on the airwaves.

Anyone who doesn't want to blow the company's ad campaign will compare the rates to how many people the publication or time slot will reach. A commercial at 2 a.m. will be dirt cheap compared to one that airs during the nightly news but how many people will actually see the ad at 2 a.m.?

A print ad running in a small publication will be much cheaper than running an ad in a national publication or even a local magazine but are you talking about reaching a handful of prospects or thousands? Compare the price difference with the difference in viewers/subscribers and it will be easy to see where you should be spending your ad dollars to make the campaign effective.

Write to a Broad Audience

You want to appeal to everyone so you can reach every single consumer with the product or service you're trying to sell.

Back to the real world now. That's just not possible if you want to write an effective advertisement that will reel in the customers. You think your big screen TVs would definitely be right for a college student but what college student is going to be able to shell out hundreds of dollars for your product? Write to a specific audience - your target audience - that person who you're going to speak directly to and who has the wallet with the cash needed to buy your product.

Any Old Publication Will Do

You're selling disposable underwear for the eldery and this entertainment magazine has great rates. It's a no-brainer. They've got the subscriber base you want and you're seeing dollar signs.

How many elderly people do you know who like to read about Brad Pitt's latest movie or George Clooney's current girlfriend? Think about who will be reading the publication you're interested in and how that content relates to your target audience. If your target audience isn't buying that publication, they won't be seeing your ad.

Be smart with your ad dollars and your ad campaign. Your company's success depends on it.

Seven Super Trade Show Promotion Steps

From Susan Friedmann

Trade shows are all about promotion. You are strategically planning to present your goods and services to a specially targeted audience, in order to meet clearly defined goals and objectives. To maximize your success, however, it is imperative to make promotional efforts above and beyond merely showing up at the next event. Begin these pre-show efforts six to eight months before your next event.

1. Decide on a pre-show promotional strategy. How are you going to let your target audience what shows you will be attending and what you will be presenting? Options include:
· Personal Invitations
· Advertising in trade publications and local media
· Direct mail
· Telemarketing
· Public Relations
· Web Site
· Sponsorship

2. Plan on-site promotional activities. This will include any efforts you make to promote your presence at or around the show. Options include:
· Airport Advertising
· Billboards
· Hotel TV advertising
· Transit Advertising
· Show Daily Advertising
· Hotel Room Promotions
· Show Directory Advertising
· Sponsorship

Reach out to the media. Editorial coverage is worth its weight in gold. To entice media outlets to cover your company's promotional efforts, you have to provide a newsworthy angle. Give the reporters something to write or talk about. Make this 'hook' the focus of your press kits.

Press kits should be mailed before the show, be available at the show and provided after the show to ensure maximum coverage. Two main ways to reach out to the press are:
· Press Releases
· Press Conferences

Remember to only use press conferences when you have new information to share with your target market. You will make the media very unhappy if you share old stuff.

4. Organize A Visitor Competition. People are wildly competitive. Throw in a chance to win a prize and you'll have crowds flocking to your booth. Visitor competitions require some careful planning.

Everything that happens at your exhibit must reflect your marketing goals and objectives. Competitions should be consistent with the corporate image you want to portray.

For example, a game show style trivia contest may be far more appropriate than a karaoke stage. Prizes should tie in to your products and services in an effort to attract more qualified leads. Items to consider include:
· Type of competition
· Prizes to be offered
· Compliance with local rules and regulations
· Compliance with show regulations
· Staffing for the competition
· Duration of the competition
· Role competition plays in promotional efforts

5. Decide on Giveaway Items Giveaway items or 'freebies' should be more than a trendy trinket with your corporate logo on it. Ideally, these items are something that enhance your corporate image, will be used regularly by your target audience and keep your company logo in regular view.

Avoid items that will be passed along to children, such as cuddly toys, or are so insignificant that they are likely to be tossed. Four things to remember about giveaway items:
· Giveway items should reinforce your marketing message
· Make your giveaway business oriented
· Don't be trendy! It is better to be unique and cutting edge.
· Toys and gimmicky gizmos are always, always, always passed along to children.
Unless your primary buyers are still in preschool, avoid them.

6. Plan Hospitality. As more and more companies begin to do business on a global scale, marketing strategies change. Buyers from Europe and Asia expect a certain amount of hospitality at trade shows. In fact, these features are an integral part of the International business scene.

Many relationships that begin in 'social' environments flower into profitable business. Consider if any of the following will work for you:
· Hospitality Suite
· Meal Style Events
· Sponsorship

7. Mind the Details. More often than not, it is the little things that can stymie the most well-intentioned promotional efforts. Attendees will easily get frustrated and walk away if what they perceive as a minor need cannot be met - and they won't be walking away with a good impression. For that reason, make sure the following matters are attended to:
· The booth number must be clearly printed on all promotional material. People cannot visit you if they cannot find you.
· Extra supplies of literature, catalogs, and sales material should be available.
· Clear, concise, and correct information must be listed in the show guide.
· Adequate supplies of visitor tickets, free passes to hospitality suites or events, and similar items should be on hand.

Written by Susan A. Friedmann, CSP, The Trade Show Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Visit The Trade Show Coach for a free copy of 10 Common Mistakes Exhibitors Make.

The Top Ten Do's and Don'ts of Working With the Press

From Susan Friedmann

There's a saying in the newspaper business: Advertising is expensive - but editorial is priceless!

This simple phrase speaks to the fact that readers trust and value any information they read in an article or column far more than any data they glean from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same.

Positive editorial coverage is worth its weight in gold. Yet many exhibitors don't know how to work effectively with the media.

I hear it all the time - from both sides of the aisle. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications - and reporters get irritated, frustrated and downright disgusted with those exhibitors who seem to go out of their way to make getting a good story possible.

It's a no-win situation - but it doesn't have to be!

Here are ten do's and don'ts about working with the media at a trade show.

Remember, the press is not your enemy.

Reporters have a job to do, and nine times out of ten, it's in your best interest to help them do it. You both win - they get good copy for their story and you get editorial coverage.

Do

Do your homework before the event. Develop several newsworthy angles that showcase your message.

Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies and useful advice. Human interest stories are great because they allow writers to put a 'face' on what could be a dry nuts and bolts story.

Don't

Decide what story the reporter is going to write before they even get to the show. Sure, you might have all these great human interest angles or wonderful quotes but if the reporter is trying to put together a succinct, 'just-the-facts-Ma'am' story, that's just extra noise the writer doesn't want or need. Listen to what the reporter is asking for and provide that.

Do

Build a working relationship with the press. Get to know the editors and writers.

Volunteer to be a resource for them. Reporters keep 'source lists' -- people who are informative, friendly and quotable.

That's where they turn first when they need to write a story on a particular topic. You want to be on that source list.

Don't

Snub the little guy. Just because someone is writing for the Omaha Chamber of Commerce today doesn't mean they won't be editing the most prestigious trade journal tomorrow. Professionals move in the media with amazing speed and regularity - but they take their memories with them.

Burn a reporter when they're nobody and they're going to remember when they're somebody!

Do

Have a good press kit. Include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos or links to on-line FTP sites where photos can be found; key contacts.

Everything must be accurate and verifiable. Unique packaging is good if you're unknown, otherwise, don't bother.

Don't

Pad your press kit with tons of 'fluff'. Short and to the point is much better. Avoid gimmicks, head shots of your CEO, outdated, false or exaggerated information.

Misleading statistics can be the kiss of death - give context for all numbers. Standard sized folders or smaller is best, as these easily fit into bags and briefcases.

Do

Make every effort to spread the word. Coordinate with show organizers at any media events they host and make sure that plenty of your press kits are available in the media room. Post all relevant information on line so information can be accessed after the event. Hold press conferences when appropriate.

Don't

Hold a press conference 'just because'. Press conferences are specifically for major announcements, new product introductions but only if they are truly new or improved, or general industry trends - what's hot and what's not.

If you host a poorly organized event when nothing newsworthy is shared, you've just irritated a whole room full of reporters. Not a good idea.

Do

Keep your promises. If you schedule an interview, be available and on time.

If you arrange to have materials sent to a reporter, make sure they're actually sent. Promised photos should be as described.

Reporters work tight time frames so when you fail to deliver what they're expecting, they don't have time to come back looking. They'll move onto another, more accommodating source.

Don't

Assume that the reporter knows everything about your industry, especially if they are from a general interest publication. Provide background data, give real-world examples and avoid industry specific jargon. Spell out acronyms at least once and explain the relevance of any awards, certifications or honors you may be discussing.

Written by Susan A. Friedmann, CSP, The Trade Show Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Visit The Trade Show Coach for a free copy of 10 Common Mistakes Exhibitors Make.

How To Get and Use Press Credentials

From Cindy Pierson Dulay

Your Guide to Horse Racing.

FREE Newsletter. Sign Up Now!

A great way to get extra traffic to your website is to cover major events in person. Rather than sitting in the stands like a fan, try to get press credentials so you can have access to great photos and inside info.

Difficulty: Easy

Time Required: variable could take weeks

Here's How:
1. Pick the event you want to cover. Start out with something relatively easy to get your foot in the door then move up to really big events. Travel to and lodging at these events can get expensive so budget for it.

2. Find out the procedure required for getting credentials. This will probably mean calling the venue although some places put media info on their websites now.

3. Start the request process. Generally you will have to get your editor to request credentials on company letterhead and you may have to fill out a form or meet insurance requirements. If you are the editor, then you will need to make letterhead and do this yourself.

4. If liability insurance is required (i.e. the Kentucky Derby requires you to have $1 million in liability insurance to cover the races from the track), you will probably have to purchase this on your own. If you associated with a company, they may already have it so check there first.

5. Follow up with the venue until you get the OK. Some big events will be reluctant to credential a website so you may have to do some convincing. This is one reason why you should start small, you need a portfolio of live coverage to show them you are legitimate media.

6. Don't be surprised if you have to submit paperwork more than once. Losing your paperwork is one way to discourage too many people from coming. Be persistent.

7. Once you get the credential, read the instructions carefully for any policy info or rules of behavior. Some places will have a dress code and will specify exactly where you can go. If you have any questions, be sure to ask their media relations person when you arrive but don't call them in advance.

8. At the event, always wear your badge. Security will be looking for it and it will likely be coded in some manner to say what kind of access you have.

9. There will be a press box or center that you may or may not get access too. Generally I don't get access since I am not filing on a strict deadline. It may help you get credentials if you specify you don't require a space in the press box as it can be quite crowded for big events.

10. If you are taking photos, follow the rules they gave you carefully. Don't get in front of TV cameras or the other photographers and block their shots. This is their bread and butter so be curteous, especially if this is just a sideline for you.

11. Have a decent camera to take, digital preferably, that has settings to take nice action shots. For heaven's sake don't show up with a disposable camera and be sure to practice before hand if you are using a digital as some can be tricky with quick action shots.

12. You could get free box lunches or hot food, media guides, or even shirts, hats or other merchandise. Don't be greedy about this if you are a newbie but accept gratefully if it is offered. Eventually you will get on the 'A' list for the freebies but never act like you expect them. Do be sure to request a media guide if you aren't given one automatically as they are VERY useful.

13. Be sure to introduce yourself to as many people as possible, especially the media relations people for the event. You want them to remember your name and site for next year and to have a good impression of you. Give out lots of your business cards and network with other press people.

14. Usually there will be a press conference with the winning person/team. Go to these to get quotes and/or photos for your article. Even if you don't ask something yourself, you can write down comments to the other reporters' questions.

15. Post your story in a timely fashion, preferably the night of the event. It helps to have the basics of the story ready before hand and then just plug in the details, commentary, and photos afterward.

Tips:
1. Don't be nervous. Websites are legitimate media even if some events don't recognize that yet. Act like you should be there and not like a fan.

2. Practice taking action pictures as you won't get a second chance for most shots at the event.

3. Keep your eyes open as you never know when something worthy of a photo will happen. Don't miss that once in a lifetime shot by being inattentive.

Organizing a Successful Media Event

From Apryl Duncan

Your Guide to Advertising.

FREE Newsletter. Sign Up Now!

One of the easiest ways for your company to receive free media exposure is through media events. Whether you're teaming up with several sponsors to help the less fortunate or holding a press conference to announce a new product's release, you have to follow certain steps to organize a successful media event.

Press Release

Sending out your press release will help the media decide if your story is worthy enough of coverage. That's why it helps to keep your press release simple and never use any hype. Stations and newspapers are looking for news, they're not looking for a sales spiel.

You've got a window for sending out your press release. You don't want to send it out too early and then it gets forgotten or buried and you don't want to send it out too late when other stories may have already been assigned and they simply can't fit your event in.

Generally, 2-3 days before your event is enough of an advance notice.

You also want to be sure you include directions and any special instructions within your press release. If your company's headquarters are at one location but your event is at your plant 30 miles away, you need to make this clear in your release.

Watch the Phone Calls

After you've sent your press release, you can call the editors at the newspapers or the producers at the TV stations to verify they receive it. That's all you have to ask.

This will often open up the conversation for them to tell you if they think they'll be able to come or not. But even if it doesn't, you don't want to ask if they're coming. They'll be there if they can but won't make any promises.

Do keep in mind, breaking news or heavy news days might prevent them from coming at the last minute. You don't want to pester them to see if they're coming, even on the day of the event when you're standing there waiting for reporters to show up.

You also want to watch the time you make your phone call. Calling at 10 til 5 p.m. might seem like the end of the day for you but for a producer that's 10 minutes until a nightly newscast. The best times to call are generally around 10 a.m. and between 1 and 2:30 p.m.

Your Event's Time

Everyone's working on deadlines. Newspapers have set times they put the next day's issue to bed. This means if they come to your event at 5 p.m. on Thursday, coverage may not show up until Saturday.

TV stations generally have a morning, noon, 5, 6, 10 and/or 11 p.m. newscasts during the week, depending on your TV market. Getting coverage if your media event starts at 4 p.m. might be very tricky. They won't just hop into their news car and drive like crazy to get your tape on the air by 5. There's a script that has to be written and a tape that has to be edited.

Plan your event time so that it's not only convenient to the reporters but also increases your chances of getting more immediate exposure.

Don't Call the Shots

As tempting as it may be to become a director, don't tell the reporter, photographers or videographers what shots you want them to get. You want to establish a certain rapport with them and start a relationship with the newspaper or TV station. You won't win any friends by telling them how to do their job.

Easy In/Easy Out

If you're holding the event at your 50,000 square foot plant and the area you're allowing media is in the back of the building, give them as easy access as possible. Don't have them park at the front of the building and then lug their equipment all the way to the back if you can help it. If there's a way to drive to the back, let the media know the driving directions in your press release and clearly mark the way when they actually arrive.

You also want to consider what area of your facility is strictly off-limits. For example, if you can't avoid a long walk, do you really want the media to walk through your entire building with cameras? That doesn't mean they're going to start shooting whatever they want. But many companies have strict policies about where cameras and non-employees can go for proprietary reasons.

Visuals

Think about your visuals. Give the media as much of a hands-on experience as possible. Talking about a product for half an hour and then referring to the picture in the brochure is something the media doesn't even have to show up for. Remember, they're passing the visuals on to your potential customers (their viewers or readers) so it's important to keep your audience in mind so you can get the coverage you need.

Press Kit

Don't forget your press kit. Include the information about your event and hand it out to the media. This info will help them write the story but also helps you have more control over the news since you're supplying them with the crucial info.

Your Media Contact's Availability

Don't forget to make your media contact available for questions. If a reporter has additional questions, they need to be able to get a hold of your media contact quickly. Be sure to include the media contact's phone number and any other contact info within your press kit.

Employees With Experience

You don't have to limit your event's spokespeople to your own media contact. If an employee can give a better soundbite because he's had more experience developing and working with a certain product, by all means, make him available for questions.

Prepare Your Statement Beforehand

If you do plan on talking on-camera or to a newspaper reporter, think about what you want to say ahead of time.

It can help to have a friend who's not familiar with your business to read over your press kit and ask questions they have. From these questions as well as some brainstorming of your own, come up with a list of answers. You don't want to sound rehearsed but you don't want to sound unprepared or saying "Umm..." a lot either.

You also want to consider the different types of mediums. Newspaper has different needs than television and vice versa. A newspaper reporter might ask you questions that are much different than a TV reporter. Each medium has different ways of presenting your news so they'll need the type of that suits their audience the best.

When a Reporter Doesn't Show Up The station or newspaper may very well send a photographer or videographer instead of a reporter. That doesn't mean your story isn't important to them. They wouldn't be there if they didn't plan on giving your story coverage so treat whoever shows up very well.

If a videographer is lugging his gear, don't hand him a press kit right then. Offer to carry it for him until he's been able to get the shots he needs. Treating him or her like a second class citizen will make it back to the station and could hurt your chances of future coverage.