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Press Releases Free, Easy & Effective

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  1. Press Releases Free, Easy & Effective • Target who you want to reach and send it to the appropriate media • Daily newspaper • Specialty publications – shoppers, pet-news, parenting magazine, etc. • Radio stations with news rooms • Local television stations • CANNOT BE AN AD… MUST BE NEWS! Made In Alaska Workshops 2005

  2. Alaska Media Directory • Can buy or find in the library • In Anchorage 338-7288 or akmedia@ak.net Cost is $88 + $8.95 S&H…Harry Walker • Made In Alaska will help permit holders send press releases by email Made In Alaska Workshops 2005

  3. Press Releases • Allow lots of lead time…press releases often fill “white space” • Make it easy to read, check grammar, use simple font, check speling • Keep it short, use one side of the paper, try to keep it to one page Made In Alaska Workshops 2005

  4. Release Essentials! • Company name • Contact information – Twice if possible • Date of release • Headline • Include good quality photo, slides or jpeg files when possible • Include your website address Made In Alaska Workshops 2005

  5. Opening Paragraph • Real “BANGER” of a opening paragraph needed…include… • Who, what, why, where, when & why then follow up in next paragraph (s) with details. • What??? makes you stand out • Don’t write the story…the reporter wants to do that Made In Alaska Workshops 2005

  6. Press Conference • Only works if you have a “hook”, something BIG, something different, something worthy of a headline in the targeted section of the paper or news report • Need a press kit • Need right timing Made In Alaska Workshops 2005

  7. Press Kits • Include • Press releases • News clippings • Awards • Important endorsements • Photographs, slides, jpeg files • Video tapes, CD ROMs • Samples Made In Alaska Workshops 2005

  8. Workshops • YOU are the expert in your field and a workshop establishes this • Very inexpensive to put on • Room (often donated) • Beverages & snacks • Materials -- can charge $ • Your time – be prepared • They work… you're here today! Made In Alaska Workshops 2005

  9. Ceremonial Events • Aligns you with something good, something noteworthy, something newsworthy… This is Good! • Eagle release, dedication of new building, awards, anything with kids or seniors or pets Made In Alaska Workshops 2005

  10. Promotions • Contests, stunts (well thought-out)…funny drawing or ice cream sculpture of governor or local officials bring big crowds and often the press. • Safety first, humor second • Helping local kids group is always a bonus that assures turnout Made In Alaska Workshops 2005

  11. Sponsorships • Tie your company with a popular event for BIG exposure • Little league sports, hockey arena • “Causes” – Cancer, homeless, tree-hugging, victims rights, save the ?? – really helps if you believe in the “cause” • Events, shows, markets, etc. • Be wary of radio campaigns and “free events for kids” and other unknown “causes” that use telemarketing to sell tickets or gain donations Made In Alaska Workshops 2005

  12. Cross Promotions • Team up to make a better package… • Soap & baskets & embroidered items on sale together • Ice cream with root beer • City, state or regional catalogue of Made In Alaska products • Made In Alaska LOGO = BEST Made In Alaska Workshops 2005

  13. Newsletters • Printed and/or emailed • Inexpensive if done on home computer, by you or a talented kid • Always give an “opt out” • Introduce new products to old friends • Let customers know where to find you Made In Alaska Workshops 2005

  14. Telephone, Email • Nothing is more personal and inviting than a phone call from you to a good customer “Hi Marge, just want you to know I’ll be in town next Saturday at the Craft’s Fair and have a bunch of new items in my line.” Made In Alaska Workshops 2005

  15. Recognize Loyalty • Offer early entry to shows to your best and most loyal customers • How about a good customers discount or coupon for free gift • Thank you cards are effective Make them feel special… they are! Made In Alaska Workshops 2005

  16. JOIN • Networking is essential • Join local groups and participate • Chambers, Visitors Bureaus • Rotary, Lions, Boys & Girls Club • Link to their web sites Try to MEET PEOPLE! every day Made In Alaska Workshops 2005

  17. Be Ready To Sell • Be prepared for prompt follow-up to inquiries and interest shown in your company • Answer calls within the day • Have a price list available • Be ready to deliver what you promise…every time • Don’t miss an opportunity Made In Alaska Workshops 2005

  18. Enjoy It…this can be the fun part of business Made In Alaska Workshops 2005

  19. Public Relations • Do it everyday • It defines who you are in your community to the public • It makes business easy with FRIENDS who know and trust you Made In Alaska Workshops 2005