Welcome to the February Newsletter
This month:
The power of publishing online
An opportunity for B2B
Streamlining your publicity
Forget the blurb – tell a story
PublicityShip welcomes a new skipper
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The power of publishing online
Publishing your story on high-ranking sites is a good strategy for getting attention.
The press releases we prepare for our clients are published on our website, which has a Google PageRank of 5. Each release gets its own unique page, as well as being distributed to other sites and traditional media outlets.
What we are finding is that searchers keying in relevant words and phrases are finding these news releases. For example, early last year we published a news release on Dance Idol, and almost a year later we are still seeing traffic finding that content on our site.
The slot we achieved for Dance Idol on Mornings with Kerri-Anne was highly significant at the time but now long forgotten. Yet the content on our site continues to be found, directing interested readers to useful sources.
This demonstrates how publishing online can keep your story alive for many months, even years. And strategic placing of your story with high-ranking sites will attract attention.
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An opportunity for B2B
Here’s an opportunity for businesses offering B2B products or services to publish on another authoritative site.
The Dynamic Small Business Network is inviting businesses like yours to submit articles for publication on their site and in their fortnightly newsletter, giving you immediate access to their readership of small business owners.
Publishing informative articles that support your clients’ endeavours is an effective way to attract attention and build trust.
The important point to remember is that advertorials won’t be accepted. So your article mustn’t be purely promotional. Think in terms of what you can give your readers, not what you can get from them, and you’ll be on the right track.
Articles should be submitted to news@dsbn.com.au.
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Streamlining your publicity
Chances are that if you’re looking for publicity, you’re also looking for a more permanent place in the minds of your audience. Ideally you need to become a trusted authority in your niche area – the first to spring to mind, the person the journos call when they’re preparing a feature.
A good way to achieve this is by combining your online marketing with your publicity. Establish a blog on your site – or separately and linked to your site – and post useful, authoritative content regularly.
Tell stories, raise issues, report news, link to useful resources, and your audience will soon find you and begin to regard you as a trusted source of information and support.
Once you are in the habit of doing this, media messages will begin to jump out of your blog. Then you simply turn the blog post into a news release and shoot it out to your media list.
This is an excellent way to keep the media messages coming so you are regularly under the journos’ noses, while attracting attention through online search as well.
To find out more about the benefits of blogging and our ghost-blogging service, contact us at ps@publicityship.com.au
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Forget the blurb – tell a story
Writing a press release can be a daunting task for someone not used to facing a blank screen.
But there’s lots of help available to you, including our blog and articles. Another useful source is “Publicity Hound”, Joan Stewart, who publishes regularly on the art of press release writing.
I particularly liked this piece, which suggests writing your press release as a story. We all understand how stories work, because we’ve read and listened to them since before we knew our alphabet.
Do you have a client or employee with a captivating story? Has your service turned someone’s life or business around, or even had a surprising outcome that even you didn’t predict?
Then, instead of writing a press release that amounts to a promotional blurb about your business, write a story with a beginning, middle and end.
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PublicityShip welcomes a new skipper
Glenn, Julia, Jane and James are delighted to welcome Linda Burgess-Parkes to the helm of PublicityShip.
Linda’s long experience as a hard-headed journalist and energetic PR manager in the UK and Australia places you in safe hands when it comes to getting the best shot at media coverage.
Her strengths lie in her ability to dig up a good story and build effective relationships with editors and producers.
Linda will also apply her lateral thinking to our Publicity Planning service. So if you’re not sure where to start, she will help you clarify your objectives, choose communication channels wisely, and create effective media messages.
To book a Publicity Planning meeting with Linda, contact us at ps@publicityship.com.au
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About PublicityShip
PublicityShip helps small business get publicity and market online. Publicity can be more effective than advertising and give an excellent return on investment. PublicityShip helps you uncover the most newsworthy aspects of your business and get your message to the right media contacts. And PublicityShip online marketers help you attract and convert potential clients online.
