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Leveraging FREE Publicity

Leveraging FREE Publicity Presenter: Peter G. Pollak, Chairman read Media (formerly Empire Information Services) Today we will learn… The value of issuing press releases, How press releases work, Why the media want your information & What EIS/ read Media has to offer HR consultants.

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Leveraging FREE Publicity

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  1. Leveraging FREE Publicity Presenter: Peter G. Pollak, Chairman readMedia (formerly Empire Information Services)

  2. Today we will learn… • The value of issuing press releases, • How press releases work, • Why the media want your information & • What EIS/readMedia has to offer HR consultants.

  3. EIS/readMedia Offer • We will go over the special offer to Vital-Learning & Performance Support Systems affiliates from EIS/readMedia.

  4. The Value of Publicity (“earned” media) • Credibility • Reputation • Loyalty • Opportunity

  5. The Sources of Local News • Local Government • Churches, synagogues, etc. • Schools & Colleges • Arts, Cultural & Social organizations • Business groups (chambers, Rotary, etc.) • Individual businesses

  6. What is newsworthy? • In 1987 -- news had to appeal to a large audience • TV (had to be visually compelling) • Radio (had to be brief and immediate) • Dailies (had to affect a significant segment of the circulation) • Weeklies (had to affect just their circulation area) • In 2007 -- any information that appeals to groups that is organized around interests or locations can be used by all & any media org.

  7. Releases are a source of… • Leads (hard news) • Story ideas (soft news) • Content for the back pages • News about People • Events • News briefs • Web content (all kinds)

  8. The readMedia Advantage • For the Issuer • Targeted Distribution (not shotgun) • Updated Media Database • Daily & Weekly Newspapers • Broadcast Stations (Radio & TV) • Local special interest magazines • Search Engine Optimized • For the Media • Localized • Preferential Routing (e.g. Business desk) • Web-ready

  9. The Media want releases from readMedia because they • are routed to the appropriate editor/reporter, • are tagged by interest (health, education, business), • are tagged by location (zip code) & • can be delivered in desired formats (ASCII, xml, PDF &/or tiff).

  10. The readMedia Program for PSS/Vital affiliates… • Press Release templates • Custom built local media lists • Preferential routing (how releases get to the right editors/reporters) • Media-approved distribution • Search engine optimization & indexing • Tracking (confirmation reporting) • Support

  11. Press Release Templates • Event notices • New clients • Publication notices • Recognition/awards • New hires/promotions

  12. Custom Built Media Lists • Defined geographic market • Preserve your existing contacts (if any) • readMedia will provide names, titles & phone numbers for follow up calls • List(s) will automatically be updated

  13. Preferential Routing • How your releases get to the right person at each publication.

  14. Media Approved Distribution • EIS/readMedia’s lists are permission based. • Lists are updated in real time & • Media contacts are checked at least 2x/year.

  15. Search Engine Optimization • Online posting is formatted for search engines. • Major news aggregators (Google News, Topix, et al) spider special EIS/readMedia pages for releases.

  16. Tracking Tool • Online Delivery Confirmation • Publication Name • Name of Editor or Reporter • Title • Phone • Delivery method (email, fax, other) • Delivery time

  17. readMedia Support • 24*7 accessibility • 800-552-2194 • Quarterly E-newsletter • Help & FAQ pages (PR University)

  18. Tier I 1 Login 1 List including dailies, weeklies, radio, TV & specialty media in 1 geographic market. Unlimited number of releases for 12 months $450 $500 after 4/1/07 Tier II 1 Login 2 Lists in 2 geographic markets. Unlimited number of releases during the year. $750 $800 after 4/1/07 The Plans

  19. How to Proceed • Send us your questions. • Sign up on a special page -- www.eisinc.com/newswire/affiliate_offer_form.html. • Identify Geographic Market • Supply existing contacts (to preserve relationships) • Schedule Training

  20. Contact Us EIS/readMedia PO Box 1261 Albany, NY 12201 800-552-2194 URL (today): www.empirenewswire.com URL (soon): www.readmedia.com Signup Page: www.eisinc.com/newswire/affiliate_offer_form.html

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