Good news coverage for your business costs you nothing. 
But it's much better than advertising. 
And it's easy to get when you know how. 

Nothing helps a business or a cause like a little free publicity.  It's more effective than advertising and the price is right.  Find out why some outfits get so much news coverage, while others never get any.  Can news coverage really be controlled, managed and obtained when needed?  After this seminar you'll never watch a news broadcast the same way again. 

Smart players use the media on a regular basis.  Face it.  If you work with the media you make things happen.  If you don't, you stay one of the best kept secrets in town.  Take a hard look at just how "hard" news is.  You'll never read a newspaper the same way again. 

Part 1:  Remove The Rose-Colored Glasses 

• Introduction to the way the news really works
• An exercise about your assumptions
• The truth about the news that reaches you
• Classic publicity that folks think is news
• Current examples of PR that looks like news
• First-hand, personal examples of PR "news"
• Core principles:
• You can do this too
• Become a valuable source for the media
• Follow your trade?  Let them follow you!
• Self-evaluation questions, food for thought
• Some time for Q&A

The 3 Main Steps To Getting News Coverage: 

1. Know where to go (Types of media, news tracking, list development, source references)
2. Know what to pitch (How to identify newsworthiness, news pegs, the five Ws and two Hs)
3. Know how to pitch (Making contacts, contact etiquette, format for written releases, AP style, controlling backfires, creating excitement, some more time for Q&A)

• There's really not much to it but to do it.
• Are you nervous about contacting the media?
• Put those fears to rest with solid knowledge.
• You've never dealt with reporters?
• Find out where their hot buttons are.
• You don't use or even have a press list?
• No wonder you're never in the news.
• What goes into a news release?

The two-hour seminar provides everything you need to start up a PR campaign of your own.  In the six-hour program you go deeper: 

• How to get on and do radio talk shows
• Crisis management and spin control
• Advanced resources and techniques
• Long-term planning for ongoing PR
• Establishing an annual publicity strategy
• Using PR as part of a total marketing plan
• Budget and time considerations
• How to make money with your PR skills
• Pros and cons of hiring a publicist
• Gifts, favors and ethical considerations
• Publicity writing vs. freelance writing
• Staging special events and creating news
• Public service announcements, and more

 

News people hate to admit it, but half of everything in the media is there because someone like you wants it there.  Half the news is actually publicity... self-serving stories that promote private interests. This is true of print, radio and TV. 

 PR firms are expensive, so companies frequently do their own publicity.  There's absolutely no reason why you can't too. 

The Secret of Free Publicity is available as regularly scheduled 2 and 6 hour classes, or by appointment.