Tag Archives: lead generation

Debate on Press Release Demise Continues!

Posted on by
1

 

PR pros will be debating this topic forever; I’m convinced of it. The debate rages on between members of my LinkedIn Groups as well. In fact, many public relations professionals have commented on my post “The Press Release is NOT Dead” and it spurred a nice LinkedIn conversation that’s worth sharing. It started when Melissa Bleasdale, a member of the PRSA (Public Relations Society of America) Technology Section shared her insights. See it below, and then read my reply.

Melisa BleasdaleMelisa Bleasdale • When we say the press release is dead, which it is, we are not saying that we don’t send them out, because we do – mostly out of habit and because our clients like it. However, in my 20 year career in PR, actual articles have only ever been written because of one-on-one communication with editors and journalists, which does, at some point, involve saying, “I’ll send you the press release” aka synopsis of what the news is. We use Marketwire and it’s not inexpensive and PR profs have to show ROI in the form of actual coverage and not mere pickups and regurgitation of press releases. I can’t speak for everyone of course, but this has been my personal experience as a tech PR rep in the Bay Area.

Michelle DamicoMichelle Damico • Hi Melisa, thanks for the comment. I only write/send out releases when they fit the client strategy. I mostly use well-written pitches to reach journalists. However, when appropriate, I use releases to make sure the journalists have ALL the info they need in one doc. When I pitch them & they’re interested, they often ask for a release, which I translate into, “Give me the background I need.” I contend, the release is NOT Dead, because it provides valuable info to time-stretched journalists AND it has the opportunity to go viral and become a lead generator– which it HAS for two of my clients! 

I really appreciate that you took the time to comment. Have a great weekend.

Here’s a different perspective from another member of LinkedIn’s PRSA Technology Discussion Group:

Marie-Dominique Bonardi

Marie-Dominique Bonardi • I completely agree with you Michelle. The press release gives a great structure to the message. The structure of the press release make the message clearer and stronger. It is really important, all the more when you have customers with weak messages. It is a support of the PR activity, it does not replace the relationship with the reporters, it never has. 
You can change the way you send it, the way you post it, it is still a great basis for the PR pitch and it allows the customer to keep an historical track of PR activities. To me the “press release is dead” message is a marketing way to position some agencies as “trendier” than other. This is just PR marketing. 
We all use the new tools which are great to connect to reporters. But the core of our job (messaging and relationship) remains the same.

Michelle Damico

Michelle Damico • Thank you Marie-Dominique for your excellent comment. It’s a great contribution. Have a great Friday and Mother’s Day, whether you’re a mom or not!

If you have witnessed the value of spending your time writing press releases, I’d love to hear anecdotes about how they worked to generate awareness and boost business leads. I’d also love examples of when a press release flopped. Why didn’t it create the buzz, attract the attention you thought it might? I’ll dig through my files and see what I come up with as well!
 Post happily written by Michelle Damico
Enhanced by Zemanta

Tell me what you do (in a minute or less)!

Posted on by
1

So tell me, what do you do?

When customers and prospects visit your website, Facebook or other digital properties, do they see a memorable message about  your business and how it helps people or other businesses? In an elevator or at a cocktail party would someone understand your business value proposition in a minute or less?

If “NO” is the answer to both questions, you should consider creating or simplifying your business message or starting from scratch with a message framework.

It sounds easier than it is. Creating one short soundbite explaining what you do and why it matters to your target audience takes time, perspective and a willingness to dig beyond your mission statement and product/service description.

It also requires a kind of objectivity that’s difficult to practice when your business is your baby. The message development process can take hours, days or weeks, depending on your own and your customers’ experiences. My approach is to take it in baby steps; the first three are fact-finding steps.

  • Know Your Audience — pinpoint their problem, and consider all the ways that problem keeps them worried or makes them lose sleep.
  • List all the ways your product/service solves that problem. If you have a long list, put the top three in priority.
  • Describe the most important features that you offer a customer and how those features specifically address that problem.

The final fourth step has more to do with your customer’s feelings or emotions. We all establish personal connections to a business. I choose a neighborhood printer versus going online for my letterhead and business cards because the manager of the Minute Man Press in my town makes me feel important. As a small business owner, that’s a good feeling and one that will keep me coming back.

So once you’ve done all your fact-finding in steps 1, 2 and 3, consider the emotional response from your client when you do business with him/her? Does he feel more secure? Trusting? Smart that he’s spending his money wisely? Protected because you’re watching out for her business?

Navigating this process requires your own review of how you’ve helped customers and the anecdotes they’ve shared about how you made a difference. It’s also best to conduct this messaging process with the help of a third party, someone who can be objective, who doesn’t live and breathe your business, and who can provide a different perspective of your business and your audience. The anecdotes you gather become the supporting points that bolster your message. These “proof points” also serve as conversation-extenders, since prospects want to hear about other customer experiences for a better understanding of how you’ll help them.

So let’s get a conversation started — What do you do?

Enhanced by Zemanta