Leveraging free publicity
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Leveraging FREE Publicity - PowerPoint PPT Presentation

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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 l.jpg

Leveraging FREE Publicity


Peter G. Pollak, Chairman


(formerly Empire Information Services)

Today we will learn l.jpg
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.

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EIS/readMedia Offer

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

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The Value of Publicity (“earned” media)

  • Credibility

  • Reputation

  • Loyalty

  • Opportunity

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The Sources of Local News

  • Local Government

  • Churches, synagogues, etc.

  • Schools & Colleges

  • Arts, Cultural & Social organizations

  • Business groups (chambers, Rotary, etc.)

  • Individual businesses

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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.

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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)

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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

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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).

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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

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Press Release Templates

  • Event notices

  • New clients

  • Publication notices

  • Recognition/awards

  • New hires/promotions

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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

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Preferential Routing

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

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Media Approved Distribution

  • EIS/readMedia’s lists are permission based.

  • Lists are updated in real time &

  • Media contacts are checked at least 2x/year.

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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.

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Tracking Tool

  • Online Delivery Confirmation

    • Publication Name

    • Name of Editor or Reporter

    • Title

    • Phone

    • Delivery method (email, fax, other)

    • Delivery time

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readMedia Support

  • 24*7 accessibility

  • 800-552-2194

  • Quarterly E-newsletter

  • Help & FAQ pages (PR University)

The plans l.jpg

Tier I

1 Login

1 List including dailies, weeklies, radio, TV & specialty media in 1 geographic market.

Unlimited number of releases for 12 months


$500 after 4/1/07

Tier II

1 Login

2 Lists in 2 geographic markets.

Unlimited number of releases during the year.


$800 after 4/1/07

The Plans

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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

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Contact Us


PO Box 1261

Albany, NY 12201


URL (today): www.empirenewswire.com

URL (soon): www.readmedia.com

Signup Page: www.eisinc.com/newswire/affiliate_offer_form.html