{"id":19945,"date":"2010-08-01T00:54:26","date_gmt":"2010-07-31T23:54:26","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=19945"},"modified":"2010-08-01T00:56:10","modified_gmt":"2010-07-31T23:56:10","slug":"publicity%e2%80%a6everything-changes-but-the-tool","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/publicity%e2%80%a6everything-changes-but-the-tool\/","title":{"rendered":"Publicity\u2026Everything  Changes But the Tool"},"content":{"rendered":"<p align=\"center\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n     google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><br \/>\n<script src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\" type=\"text\/javascript\">\n<\/script><\/p>\n<blockquote>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the opinions of the rest of the ABT staff.<\/span><\/span><span style=\"color: #00ccff;\"> <\/span><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span> <strong> <\/strong><\/h6>\n<\/blockquote>\n<p>There are people out there \u2013 lots of people \u2013 who want to do the lowly news release in once and for all.<\/p>\n<p>A good acquaintance of ours, Tom Foremski, gave sound reasons for feeding them to the lions several years ago.<\/p>\n<p><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-13.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19974\" title=\"Untitled-1\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-13.jpg?resize=336%2C239\" alt=\"Untitled-1\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-13.jpg?resize=336%2C239 336w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-13-300x213.jpg 300w\" sizes=\"auto, (max-width: 336px) 100vw, 336px\" data-recalc-dims=\"1\" \/><\/a>Tom wanted the old, shameless boss sucking up, acronym bit bucket release to die.\u00a0 \u00a0You know the throw-away quote that says how brilliant he\/she is.\u00a0 The constant stream of letters that drives you to Wikipedia to decipher.<\/p>\n<p>He asked\/pleaded\/demanded that people cut to the meat and leave the fat on the side.<\/p>\n<p>For all the other information, he suggested that folks use links.\u00a0 He also wanted publicists to learn how to use SEO (search engine optimization) and use it \u2026 religiously.<\/p>\n<p>Foremski\u2019s issues with releases were reinforced by a recent journalist survey that showed releases were still effective\u2026 assuming the content is <em>&#8220;high quality and well targeted.\u201d<\/em><\/p>\n<p><em> <\/em><\/p>\n<p><strong><em>Sheess\u2026sounds like work!<\/em><\/strong><\/p>\n<blockquote>\n<p align=\"center\"><strong>Assuming the content is high quality and<\/strong><\/p>\n<p align=\"center\"><strong>Well targeted, which do you find useful<\/strong><\/p>\n<p align=\"center\"><strong>to receive?<\/strong><\/p>\n<\/blockquote>\n<p><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-23.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19975\" title=\"Untitled-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-23.jpg?resize=295%2C308\" alt=\"Untitled-2\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-23.jpg?resize=295%2C308 295w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-23-287x300.jpg 287w\" sizes=\"auto, (max-width: 295px) 100vw, 295px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>Source:\u00a0 Digital Journalism Study 2010<\/p>\n<p>Now that we have a growing crop of public relations\/social media specialists, things should be getting better for editors, reporters, bloggers, journalists.<\/p>\n<p><strong><em>Naw!!!<\/em><\/strong><\/p>\n<p>Quality hasn\u2019t changed but quantity has \u201cimproved.\u201d<\/p>\n<p>It comes by email (embedded and attached) by the gigabyte (a huge bunch of data).<\/p>\n<p>It comes by the most fashionable social media.<\/p>\n<p>Some still comes by fax and smail!<\/p>\n<p>Shotgunning a lot of the stuff doesn\u2019t mean people think it\u2019s very important.\u00a0 Just means you don\u2019t have an idea and bandwidth is so cheap so\u2026<\/p>\n<p>You\u2019re simply insulting a journalist\u2019s intelligence with stuff that is poorly written, incomplete, laden with incomprehensible acronyms and so self-serving that the \u201cworks of creativity\u201d do the firm more harm than good.<\/p>\n<p>Ask your favorite reporters, editors, webmasters, bloggers.<\/p>\n<p>Even with filters, they\u2019re getting 200-400 \u201creleases\u201d a day.\u00a0 Fortunately, most are electronic so they can go immediately into the trash can without having to be recycled.<\/p>\n<p>The first to hit the can are weak, amateurish, simply incomprehensible.<\/p>\n<p>Other commonly voiced complaints about publicity efforts include:<\/p>\n<ul>\n<li>People who still feel they have to overnight a release or use electronic receipt verification to make certain the writer gets it<\/li>\n<li>People who insist on reading a release over the phone to an editor<\/li>\n<li>People who simultaneously give a release to every editor at the media outlet<\/li>\n<li>People who call to ask if it\u2019s okay to send a release or to make certain it was received<\/li>\n<li>People who include everything in the release including the gruesome\/boring details rather than something short, succinct with hyperlinks to details<\/li>\n<li>People who don\u2019t have a clue about what the product does or what the journalist does\/covers for that matter<\/li>\n<\/ul>\n<p>Electronic distribution is so much easier \u2013 and less expensive \u2013 than old-fashioned smail that everyone deserves his\/her copy \u2026 just in case.<\/p>\n<p>The Military has an elegant name for it \u2026 carpet-bombing.<\/p>\n<p align=\"center\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-33.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19976\" title=\"Untitled-3\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-33.jpg?resize=269%2C219\" alt=\"Untitled-3\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>The irony is that even after more than 30 years of doing this stuff, complaints still include:<\/p>\n<ul>\n<li>meaningless personal notes with the release<\/li>\n<li>people who request that no changes be made to the copy<\/li>\n<li>people who want clippings of the published release<\/li>\n<li>people who make no bones about pointing out the fact that their client or firm is also an advertiser<\/li>\n<li>people who suddenly discover they true hidden talent for writing\/placing company \u201cmasterpieces\u201d\u00a0 since they have hundreds reading their blog, thousands of Twitter stockers<\/li>\n<\/ul>\n<p>Even as the landscape and time available to a journalist to do his\/her job shrinks, the issues continue to surface.<\/p>\n<p>Fortunately, newsbeat people now have more sources \u2013 some more credible than others \u2013 at their fingertips:<\/p>\n<ul>\n<li> search engines to search for specific subjects<\/li>\n<li> trusted blogs they visit daily<\/li>\n<li> inputs, ideas from social media sites<\/li>\n<li> people who make themselves available to assist, explain, clarify<\/li>\n<\/ul>\n<p>Somewhere in that research and the stuff publicists provide are the germs of a story idea, an industry issue they can cover.<\/p>\n<h1>Powerful Tool<\/h1>\n<p>Even with the popularity of social media, good publicity or news release handling can be a powerful part of a company&#8217;s total communications program.<\/p>\n<p>It can get information on the firm&#8217;s hardware\/software developments, product introductions, applications news, services, key management changes and financial results where it will do everyone the most good \u2026 in the media.<\/p>\n<p>One good item on top of another on top of another can be the springboard for more major coverage.<\/p>\n<p>A well-organized, well-executed publicity program that is integrated into the firm&#8217;s total communications strategy can reap solid results.<\/p>\n<p>It can:<\/p>\n<ul>\n<li>Make potential business partners, consumers aware of the company, its products, programs<\/li>\n<li>Highlight the firm\u2019s direction, focus, capabilities<\/li>\n<li>Pave the way for sales<\/li>\n<li>Help explore potential new markets<\/li>\n<li>Build relations with present customers<\/li>\n<li>Attract quality personnel to the firm<\/li>\n<\/ul>\n<p>Pretty good benefits.<\/p>\n<p>So why is a company willing to jeopardize its relations with media professionals?<\/p>\n<p>Mediocrity can\u2019t be the best you can do!<\/p>\n<p>Especially since all they ask you to do is:<\/p>\n<ul>\n<li> have a news area on your web site they can find quickly, easily in one location<\/li>\n<li> have backgrounders, fact sheets, photos, videos, quotes, ppts available<\/li>\n<li> tag\u00a0 your information<\/li>\n<li> make yourself available to them 24&#215;7 \u2026 just in case<\/li>\n<\/ul>\n<p>That\u2019s not so tough.<\/p>\n<h1>Basic Guidelines<\/h1>\n<p>Over the years, the media landscape has changed.\u00a0 But the true professional journalists are still excellent researchers, writers \u2026 regardless of the ultimate medium!<\/p>\n<p>The difference is, now they don\u2019t simply file a story.<\/p>\n<p><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-41.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19977\" title=\"Untitled-4\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-41.jpg?resize=361%2C266\" alt=\"Untitled-4\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-41.jpg?resize=361%2C266 361w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-41-300x221.jpg 300w\" sizes=\"auto, (max-width: 361px) 100vw, 361px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>They also have to post a blog note, add an item to their outlet\u2019s social media page, often add a video segment to attract and keep the audience numbers high.<\/p>\n<p>With more work than time, they aren\u2019t interested in deciphering and putting spark\/life in the information that is submitted.<\/p>\n<p>Stuff that doesn\u2019t follow accepted news style, has no substance, provides meaningful information is discarded\u2026quickly.<\/p>\n<p>There\u2019s too much good stuff out there.<\/p>\n<p>If you\u2019re interested in getting your organization, products, services covered, here are some basic guidelines:<\/p>\n<ol>\n<li>Write the release simply and factually, and make certain that you tell the full story. <strong><em>Then stop!<\/em><\/strong><\/li>\n<li>When the story dictates, prepare background and biographical material that gives facts rather than personal &#8220;puff.&#8221;\u00a0 Post the information\/material on the company news website and add hyperlinks directly to the background material.<\/li>\n<li>Photographs should be real, with sharp contrasts, not retouched ad shots. \u00a0Some creative publicists have added low res shots embedded in the release with links to the high res shots.\u00a0 Post the illustrations on the website with links to the release. Make certain that the caption explains the photo and ties into the release.<\/li>\n<li>The release should contain the name, email address and telephone number of the person to contact for additional information.\u00a0 That includes cellphone numbers so the editor\/writer can get the information\/support when he\/she needs it \u2026 not when it is convenient for you.<\/li>\n<li>Write the release with the specific medium\u2019s reader in mind.\u00a0 Sales people tailor their information to the interests of their prospects.\u00a0 Do the same for editors.\u00a0 Of course, that means you may have to write separate copy for each media category but the results can be dramatic!<\/li>\n<\/ol>\n<h1>Research and Development<\/h1>\n<p>There\u2019s usually a lot going on in most companies in the industry that is of interest to editors and their audience.\u00a0 Waiting for someone to tell you to do another new product announcement isn\u2019t doing your job.<\/p>\n<p>Doing the PR job means you should also work like a good reporter and dig out the information.<\/p>\n<p align=\"center\"><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-51.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19978\" title=\"Untitled-5\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-51.jpg?resize=359%2C270\" alt=\"Untitled-5\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-51.jpg?resize=359%2C270 359w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-51-300x225.jpg 300w\" sizes=\"auto, (max-width: 359px) 100vw, 359px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>Then, determine what is of value to the company, the editor, the reader.<\/p>\n<p>Think the subject through; examine every angle and the social, entertainment, business interests of your audience.<\/p>\n<p>Then simply write the release or releases to satisfy the needs of the editors\/reporters\/readers.<\/p>\n<p>No part of a company\u2019s PR\/communications program can do more to support the organization, products, services than good publicity.<\/p>\n<p>It can be measured in sales, profits, corporate goodwill.<\/p>\n<p>Of course, if the company doesn\u2019t <em>want<\/em>, doesn\u2019t <em>need<\/em> this visibility, understanding, coverage; any clerk or newbie can be given the task.<\/p>\n<p align=\"center\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-61.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19979\" title=\"Untitled-6\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-61.jpg?resize=217%2C240\" alt=\"Untitled-6\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p align=\"center\"># # #<\/p>\n<div><strong>By  G.A. &#8220;Andy&#8221; Marken<\/strong><\/div>\n<p style=\"padding-left: 30px;\"><strong>President<\/strong><strong> Marken Communications, Inc. <\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<p>________________<\/p>\n<blockquote><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; Team AlienBabelTech &#8211; 164304<\/li>\n<li>SETI@Home &#8211; Team AlienBabelTech &#8211; 138705<\/li>\n<li><a href=\"http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1', 'World Community Grid &#8211; Team AlienBabelTech']);\" target=\"_blank\">World Community Grid &#8211; Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>The following is by G. A . &#8220;Andy&#8221; Marken, President of Marken Communications Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the&#46;&#46;&#46;<\/p>\n","protected":false},"author":396,"featured_media":19979,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533,6],"tags":[3294,4004,3410],"class_list":["post-19945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","category-news","tag-internet-marketing","tag-news-release","tag-pr"],"_links":{"self":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/19945","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/396"}],"replies":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=19945"}],"version-history":[{"count":0,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/19945\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/19979"}],"wp:attachment":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=19945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=19945"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=19945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}