Media Releases: What Not To Say

Can I tell you a secret?

Never use those words to someone in the media.

As a Media Coach and Consultant, I am often called to assist companies connect with the media and offer coaching and training for a major media event.

While there are many things you should tell the media with either a well written media release or media conference, there are numerous words and phrases that you should not say to the media.

There are so many stories I could tell you (and bore you) about my 25 years in the Media, so I called upon a good friend who has spent even more time in the Broadcast News business.

George Gordon is a Media pro who has spent a lifetime writing, editing and reading News stories. He is currently the owner of Be Heard Communications and the author of "What's Your Story.

I asked George several questions about effective communication with the media.

Question: What should never be said to the media or included in a media release...but still do?
George Gordon: 'No Comment' is the absolute worst and most common thing people say, even if it's not a bad thing they are calling about. You could be missing the opportunity to be "the authority", "expert" or "go-to person".
Stay away from giant words and inside talk or phrases that will make the reader or listener feel left our. And avoid attacks on competitors or antagonists. Speak your trust and it will set you free or at least make you look like a high road rider.

Question: What are the must-haves in an effective media release?
George Gordon: Use power words like 'you' and 'your' when talking about a subject. Use absolute statements, not waffling phrases. Example:
Wrong = "the situation is not so good".
Correct = "It's a BAD situation".

Question: How much does the News Media rely on social media for tips and updates?
George Gordon: Too much and not enough. Those who ignore social media do so at their own peril. One Twitter posting on something going on may not mean a lot but several tweets means you've just been given the heads-up on something going on. Like all tips, they need to be followed up, confirmed and verified.

Question: Do you see News Media and Social Media as competitors or allies?
George Gordon: Ally. Any medium that delivers a message needs to be used. Twitter, Facebook and MySpace should be used carefully as a tool to draw listeners, viewers and readers to your main platform. Using twitter to throw out a teaser about a big story is like throwing out the hook and drawing people to your net before anyone else can get them. Example: "Cop arrested for selling drugs, caught on film. The exclusive story coming up at 10". Today's reality; every medium has a web page with alert functions and the ability to upload video and audio on to a site from their own people or from the people on social media using new wireless devices.


-Darren
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What's In It For Me? Effective Email Marketing Tips

In my presentations as a Media Coach and Consultant with Speak Media Consulting, you often hear me use the phrase "what's in it for me?".

To have effective engagement with your customers and clients, you must answer the number one question they have each time; "what's in it for me?".

If you are using email marketing to reach your consumers, are you answering that question?

Is your email marketing still bragging about your 'stuff' and not focusing on the wants and needs of your consumer?
Or have you realized that effective marketing - just as effective communication - you must put the needs of your consumer ahead of your own?

When it comes to email marketing, the trend has always been to use strong words such as "save", "gift", "free" and "now" in the subject line.

From eMarketer.com, the most powerful words for email marketing subject lines are "you" and "your". Finally, the consumer is been recognized as the most important element of the campaign.



Read the full report from eMarketer.com.

Today's consumer is busy and your message has to cut through all the noise created by other effective newspaper, radio, television, email, text, web and Social media messaging.

You read through this message. Something must have grabbed your attention.
Thank you for stopping by. I hope you found this useful in creating your own effective connection with your clients and customers.

-Darren
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Blogs for Business

I recently participated in an exceptional Webinar hosted by Andrew Patricio of the Toronto company BizLaunch. His session: How to use Social Media to Market your Business.

While much of this content was not new to me, it served as a reminder to the power of Social Media and how some businesses are still missing the opportunity to increase their on-line profile and profits.

Simply put - Social Media will help:
-Grow Traffic to your website
-Increase lead generation
-Increase Sales
-Improve search engine rankings (Google)
-Improve Brand recognition

And what smart business owner does not want those things to happen?

Using a Blog, you can:
1) Share your expertise and communicate daily with your customers.
2) Build a 'buzz' around your business and the media may pick up your stories.
3) Easily update content.
4) Promote your Blog using Facebook, Twitter and regular marketing tools.
5) Get your Webmaster to put your Blog on your Website. Google loves Blogs.

Where do you start?
-Chose a Blog service that suits your needs (Blogger, Wordpress, Blogspot, just to name a few)
-Develop a great name for your Blog
-Develop a Blog strategy and Blog regularly (at least 3 times a week)
-When Blogging, use great headlines and include strong keywords
-Develop tags for your Blog posts
-Allow people to share your Blog posts

Other points of interest that were presented during the BizLaunch Webinar:
Rule of Three:
-Blog 3 times a week
-Stick to 300 words per Blog
-It will take up to 3 years for your Blog to really grow traction.

Are you ready to develop stronger relationships with your customers? Blogging is just one of many great Social Media tools that are available to you right now.

For more assistance setting up or managing your personal or company Blog, please contact me directly.

Additional content previously published by BizLaunch.ca

-Darren