| So what exactly is 'PR' and how will it benefit you? | | | | I didn't know that! |
| DEFINITION: The term 'PR' is usually described as | | | | Many people are surprised when they discover that |
| "Public Relations" which although correct is a very | | | | much of what they read in the papers, hear or see on |
| broad and ambitious one for such a powerful | | | | radio or TV is ENGINEERED news which companies |
| marketing tool. For our purposes here I prefer to | | | | have paid a small fortune to PR agencies to put |
| describe it as "Press Relations" which is EXACTLY | | | | together for them. To put it another way it is very |
| what 90% of gaining FREE press and media | | | | often - 'CREATED NEWS! |
| coverage is all about! | | | | The PR marketing advantage... |
| "Developing good relationships with media personnel"! | | | | It works like this. When you see advertisements you |
| Developing and nurturing a professional and friendly | | | | know they have been written and designed by the |
| relationship with editors and journalists in all forms of | | | | company's sales and marketing department or |
| media will be one of the SMARTEST decisions you | | | | advertising agency! So they are biased by their very |
| can take which will result in you generating thousands | | | | nature. |
| of pounds worth of FREE and ongoing publicity, which | | | | However, when you see a media story or news |
| can be repeated at will. | | | | article about a specific company product or service |
| ...and it is really QUITE simple if you follow the process | | | | that 'ABC' company is offering, the perception |
| However, for those who do not follow the basic | | | | changes dramatically. |
| formula I am about to outline in this eCourse, success | | | | Most people would now believe that this article had |
| may not be so easy. Let me tell you right up front that | | | | been written by an unbiased, independent journalist. For |
| 95% of all news releases that are submitted to | | | | that reason the story or article tends to be believed |
| journalists, editors and newsrooms are destroyed | | | | far more and consequently will attract a MUCH higher |
| within seconds of arriving. | | | | response than any paid-for advertisement for the |
| So why is that? | | | | same product or service! |
| There are many reasons, here are just a few: | | | | SIMPLE! |
| - Their news release or article was submitted in the | | | | This means you can generate some GREAT results |
| wrong format | | | | which will produce highly effective coverage and |
| - It had totally the wrong focus | | | | publicity for just a few hours of your effort; the |
| - It was sent to the wrong person | | | | clippings from these can be used to promote your |
| - It was far too commercial | | | | company for years to come. |
| - Irrelevant to the publication to which it was sent | | | | FACT: |
| - The list goes on... However, you are now about to | | | | Some company heads and entrepreneurs, who have |
| learn how to avoid this happening to you | | | | the FULL potential and power of PR now use it as |
| Journalists are INFORMATION hungry sharks! | | | | their sole means of marketing their products and |
| When you use the right bait you will create a | | | | services. Best of all, this simple and effective method |
| journalistic 'feeding frenzy'. By using the same simple | | | | can EASILY be run by just one person in a few hours |
| information I am going to share with you in this | | | | per week. |
| eCourse, one of my students had his phone ringing off | | | | Are you starting to see the possibilities? |
| the hook for many days, and this started within just | | | | It's a SYMBIOTIC Win - Win relationship |
| THREE MINUTES of him submitting his release. | | | | The media in general relies upon us the public to keep |
| Within a week he had created in excess of | | | | them supplied with quality stories and news articles |
| £50,000 worth of free publicity and generated | | | | ...and you want quality media publicity and PR |
| additional profits EQUAL to that of his previous 5 | | | | coverage to attract targeted prospects and new |
| months in business. | | | | customers to your cause or business. |
| Not beginners luck! | | | | This unique situation can lead to a mutually beneficial |
| This was his first time using the 'Become the News' | | | | and symbiotic relationship. |
| tried and tested PR process at | | | | However, journalists in general are pretty smart |
| He then ran another campaign a few weeks later | | | | cookies and DO NOT like being manipulated. For this |
| which returned very similar results. Since then he has | | | | reason most journalists are initially sceptical as the |
| repeated and refined his technique and gets | | | | majority of the so called 'press releases' they receive |
| consistently good responses ...and now you can now | | | | are nothing more than blatant advertisements in thin |
| do exactly the same. | | | | disguise. |
| That's why with the information you are about to | | | | These never warrant a second thought; and neither |
| discover, you will gain an amazing advantage over | | | | does the organisation that sent them; Once a |
| your competitors. | | | | journalist's time has been wasted, or his or her |
| The media are ALWAYS in need of information | | | | intelligence insulted, it's extremely unlikely that anything |
| All types of media are CONSTANTLY in need of | | | | else received from the same source will be looked at |
| public interest stories and interesting news items for | | | | or receive any attention again. |
| their readers, listeners and viewers. | | | | So let's just recap on those two giant and essential |
| Every day they have lots of space or time to fill in their | | | | chunks of advice on gaining FREE press coverage: |
| publications and programming, so the pressure is on 24 | | | | ONE: We MUST first develop a good working |
| 7/365. Please remember, if the quality of their | | | | relationship with our target journalists. |
| information or news drops, then so does their all | | | | TWO: We MUST only ever send out high quality |
| important readership, listening and viewing figures and | | | | material that the public will find of interest and gain |
| eventually their PROFITS! | | | | benefit from. |
| So over the next 6 days I will tell you most of 'WHAT' | | | | When we have mastered these two essential |
| you will need to do to get their attention, gain coverage | | | | elements you are well on the way to achieving your |
| and fully capitalize on gaining exposure of your | | | | objective. |
| business product or service. | | | | |