#A ,BRITI% ,BUSI;S ,BANK ,! ,,PR TOOLKIT = />T UP BUSI;SES ,/>T ,UP ,LOANS "33333333333 />TUPLOANS4CO4UK _?/>TUPLOANS "33333333333 ,3T5TS #A4 ,:AT IS ,,PR8 ----- #C #B4 ,! KEY COMPON5TS ( ,,PR ---------------- #G #C4 ,,PR /RATEGY ------ #AB #D4 ,WOO+ J\RNALI/S --- #BD #E4 ,POSI;N+ NEWS REL1SES ------------- #CJ #F4 ,RESPOND+ TO $ITORIAL REQUE/S ---- #CH #G4 ,4TRIBUT+ ! NEWS -- #DJ #H4 ,! \TPUT VALUE ---- #DE #I4 ,GETT+ ! BE/ \ ( A M$IA 9T]VIEW -------- #DH #AJ4 ,": TO G = A HELP+ H& ------------------ #ED #B PR TOOLKIT #B ,SU3ESS /ORIES -------- #EI ,O!R FREE TOOLKITS ---- #EI "33333333333 "3#B ,,PR TOOLKIT = SMALL BUSI;SES ,WD Y L YR BR& M5;N$ 9 ! NA;N'S NEWSPAP]S8 ,:AT AB WAT*+ YR PRODUCTS TR5D ON SOCIAL M$IA1 OR HAV+ ! OPPORTUN;Y TO TALK AB YR BUSI;S ON LOCAL RADIO8 ,IF ! ANSW] TO ANY ( ^! "QS IS YES B Y DON'T R1LLY "K ": TO />T1 !N ? GUIDE CD HELP GET YR BUSI;S 9 ! H1DL9ES4 ,J\RNALI/S & COM;TATORS G5U9ELY WANT TO HE> ! SMALL BUSI;S P]SPECTIVE J Z M* Z BIG BUSI;S COM;T4 ,ALL Y H TO LE>N IS H[ TO GET YR BR& 9 FRONT ( !M & H[ TO TELL A COMPELL+ /ORY :5 Y D4 "33333333333 #D :AT IS PR8 #C "3#C ,SEC;N #A4 ,:AT IS ,,PR8 ,:Y IS ,,PR IMPORTANT = A SMALL BUSI;S ,IF Y R1D NO?+ ELSE 9 ? GUIDE1 R1D ? *APT]4 ,X W TELL Y :AT ,,PR IS ALL AB & :Y BIG CORPORATES SP5D HUNDR$S ( ?\S&S ( P.DS A YE> ON GETT+ X "R4 "3#D #A4 ,:AT IS ,,PR8 ,PUBLIC ,RELA;NS IMPLIES CU/OM] S]VICE1 B ,,PR IS S M* M ?AN T4 ,,PR IS :AT P SAY AB YR BR& & YR PRODUCTS & X'S IMPORTANT4 ,REG>D.S ( YR POSITIVE BR&+ OR M>KET+1 IF P >E TALK+ AB YR BUSI;S 9 A NEGATIVE WAY1 X'S LIKELY TO 2 CO/LY = YR BUSI;S 2C P TRU/ P4 ,US]S BUY BAS$ ON RECOMM5DA;NS1 :E!R T'S "? ^W #D :AT IS PR8 #D ( M\? OR REVIEWS ONL9E1 & ,,PR TAPS 9TO T4 ,,PR IS ! PURSUIT ( POSITIVE 5DORSE;TS = YR BUSI;S1 PRODUCT OR BR& F TRU/$1 9DEP5D5T S\RCES4 ,!Y'RE RECOMM5DA;NS & !Y'RE >GUABLY M E6ECTIVE ?AN ADV]TIS+ :5 X COMES TO W9N+ CU/OM]S4 ,S ?9K ( ,,PR Z ,P]SONAL ,RECOMM5DA;NS J Z M* Z ,PUBLIC ,RELA;NS4 ,"! >E F\R KEY COMPON5TS TO ,,PR3 #A4 ,PROACTIVELY 4TRIBUT+ YR NEWS "? PRESS REL1SES1 TRY+ TO 5TICE J\RNALI/S1 BLO7]S & BROADCA/]S TO 9CLUDE YR BR& 9 _! >TICLES4 #B4 ,RESPOND+ TO J\RNALI/S' REQUE/S = SPOKESPEOPLE1 COM;TS & CASE /UDIES Z !Y COMPILE _! /ORIES & NE$ TO 9CLUDE R1L LIFE EXAMPLES TO MAKE _! #D :AT IS PR8 #E COPY 9T]E/+4 #C4 ,5GAG+ ) SOCIAL *ATT]1 :E!R "? RECOGNIS$ *ANNELS L ,TWITT]1 ,L9K$,91 ,FACEBOOK & ,9/AGRAM1 OR SIMPLY BY PO/+ A BLOG1 TO 2COME "P ( A R1L "T 3V]SA;N4 #D4 ,5SUR+ YR %OP W9D[1 " IS ALIVE & CURR5T4 ,T'S ": P *ECK Y \2 :E!R X'S ^? :O Y WANT TO 2 WRIT+ AB Y OR POT5TIAL CU/OM]S :O H TAK5 NOTE ( :AT O!RS H SD & >E N[ ON ! V]GE ( 2+ 3V9C$4 ,:Y IS ,,PR IMPORTANT = A SMALL BUSI;S ,P]SONAL RECOMM5DA;NS >E A GRT WAY ( GETT+ SALES4 ,B IMAG9E GETT+ A P]SONAL RECOMM5DA;N 9 FRONT ( #AJ1JJJ FRS8 ,T'S ESS5TIALLY ! IMPACT COV]AGE F A TRU/$ J\RNALI/ ) AN AV]AGE R1D]%IP C H4 ,= A #D :AT IS PR8 #F BLOG1 ! SAME C 2 A*IEV$ :ILE = A REGIONAL RADIO /A;N1 T FIGURE JUMPS M* HI<]4 ,= SMALL BUSI;SES1 T K9D ( EXPOSURE C 2 9CR$IBLY VALUABLE & DRIVE SIGNIFICANT SALES1 )\T ! CO/ ( A BIG M>KET+ CAMPAIGN4 ,ASSESS+ ! VALUE ( ,,PR = A SMALL BUSI;S4 ,,PR DOESN'T H TO 2 EXP5SIVE ,,PR AG5CIES >E EXP5SIVE & MAY N 2 AN AF=DABLE OP;N = A />T UP B Y DON'T H TO SP5D L>GE AM.TS TO SU3E$ ,,PR PR9CIPLES TO FOLL[3 ,TR1T ,,PR Z "P ( ! OV]ALL M>KET+ MIX ,RECOGNISE ! IMPORT.E ( 9DEP5D5T ?IRD-"PY 5DORSE;TS ( YR BR& & PRODUCT Z HI< VALUE #F KEY COMPON5TS ( PR #G ,SP5D AT L1/ Z M* "T ON ,,PR Z ON CU/OM] NEWSLRS1 ADV]TIS+ & SALES PROMO;NS "33333333333 "3#E ,SEC;N #B4 ,! KEY COMPON5TS ( ,,PR ,PRESS REL1SES ,$ITORIAL REQUE/S ,SOCIAL M$IA ,YR BUSI;S WEBSITE "3#F #B4 ,! KEY COMPON5TS ( ,,PR ,TR1T ,,PR Z YR EXT]NAL IMAGE4 ,H[ DOES "EY"O \TSIDE ( ! BUSI;S VIEW Y8 ,:AT'S _! P]CEP;N ( YR BR& & PRODUCT8 ,:AT D TRU/$ COM;TATORS SAY AB Y8 ,PRESS REL1SES ,MO/ P H HE>D ( PRESS REL1SES B LOTS ( BUSI;SES DON'T ?9K !Y'RE BIG 5 TO CR1TE & S5D _! [N4 #F KEY COMPON5TS ( PR #H ,T'S N TRUE ,- ANY"O C S5D \ A PRESS REL1SE & MAKE A SU3ESS ( X4 ,& X'S SIMPLE & RELATIVELY *1P TO D4 ,PRESS REL1SES >E A GRT WAY ( GETT+ YR BR& & YR /ORY 9 FRONT ( J\RNALI/S1 WEBSITE [N]S & BLO7]S B X'S VITAL !Y'RE WRITT5 PROP]LY & RELEVANT TO ! P Y S5D !M TO4 ,USE COMMON S5SE4 ,IF YR PRESS REL1SE IS AB YR NEW ,,IT PRODUCT1 DON'T S5D X TO A SPORTS J\RNALI/4 ,! FOLL[+ SEC;NS COV] PRESS REL1SES ,- !Y %D 2 ! MA9 TOOL Y USE TO CAT* ! ATT5;N ( J\RNALI/S & BLO7]S4 ,$ITORIAL REQUE/S ,$ITORIAL REQUE/S >E A DR1M = SMALL BUSI;SES4 ,ESS5TIALLY1 AN $ITORIAL REQUE/ W COME F A J\RNALI/ :O IS ACTIVELY LOOK+ = COM;TS ON "S?+ !Y'RE WRIT+4 ,J\RNALI/S W D ? 9 DI6]5T #G KEY COMPON5TS ( PR #I WAYS4 ,= EXAMPLE1 "S W REQUE/ 9PUT ON SOCIAL M$IA1 :ILE O!RS W R1* \ VIA AG5CIES4 ,FOLL[ RELEVANT J\RNALI/S & RESPOND TO ANY REQUE/S = COM;TS4 ,Y'RE N GU>ANTE$ TO GET A REPLY OR A QUOTE 9 _! >TICLE B X'S ALW WOR? TRY+4 ,D X WELL & Y'RE LIKELY TO 2 TOP ( ! LI/ :5 A J\RNALI/ IS LOOK+ = COM;T FUR!R D[N ! L9E4 ,WE'LL LOOK AT ! RULES TO FOLL[ :5 Y'RE RESPOND+ TO $ITORIAL REQUE/S4 "3#G ,SOCIAL M$IA ,SOCIAL M$IA IS A FULL-"T JOB4 ,X'S DYNAMIC1 X MOVES QKLY & IF Y'RE N MONITOR+ X CLOSELY1 Y C MISS OPPORTUNITIES4 ,"! >E LOTS ( SOCIAL M$IA PLAT=MS & EA* HAS _! [N UNIQUE DI6];ES4 ,:AT !Y D H 9 COMMON IS ! FACT T !Y #G KEY COMPON5TS ( PR #AJ G5]ALLY 9VOLVE A 3V]SA;N 2T PO/] & FOLL[]1 : M1NS !Y'RE AN ALL-IMPORTANT TOOL = MANAG+ YR BUSI;S' EXT]NAL IMAGE4 ,WE'VE M5;N$ T J\RNALI/S USE SOCIAL M$IA TO HUNT = $ITORIAL REQUE/S B !Y'LL AL USE X = RESE>* ON TR5D+ TOPICS & DEVELOP+ NEWS /ORIES4 ,BUSI;SES USE SOCIAL M$IA TO PROMOTE & POSI;N _! BR&4 ,CU/OM]S USE SOCIAL M$IA TO COM;T1 :E!R POSITIVELY OR NEGATIVELY1 ON _! EXP]I;E ) A BR&4 ,T MAY S.D OV]:ELM+ B X DOESN'T H TO BE4 ,SMALL BUSI;SES C MANAGE & RUN _! [N SOCIAL M$IA *ANNELS & DEVELOP /RATEGIES T "W = !M ,- & !Y C 2 E6ECTIVE ,,PR TOOLS4 #G KEY COMPON5TS ( PR #AA ,YR BUSI;S WEBSITE ,HAV+ A WEBSITE IS A M/ = E BUSI;S & ! GD NEWS IS Y C BUILD A WEBSITE *1PLY OR GET "S"O ELSE TO D X = Y4 ,2F Y LAUN* YR BUSI;S1 Y %D H A FUNC;N+ WEBSITE4 ,X'S ! F/ PORT ( CALL = MO/ US]S :5 SE>*+ = PRODUCTS OR S]VICES1 S X'S IMPORTANT T X REPRES5TS YR BUSI;S 9 A POSITIVE LID "W 2G9S 2C Y NE$ TO UPDATE X REGUL>LY & KEEP X FRE%4 ,/AGNANT1 \TDAT$ WEBSITES >E M LIKELY TO DAMAGE YR BUSI;S' REPUTA;N ?AN IMPROVE X4 ,,PR & YR WEBSITE4 ,A "W+1 UP-TO-DATE WEBSITE IS IMPORTANT = YR CU/OM]S B #I PR /RATEGY #AB 9 T]MS ( ,,PR1 YR WEBSITE'S APPE>.E C AL 9FLU;E ! LIKELIHOOD ( A J\RNALI/ REF]5C+ YR BUSI;S4 ,M$IA ,C5TRES1 OR "S": TO HO/ PRESS REL1SES1 >E WOR? 9CLUD+4 ,Z >E CLE> L9KS "? TO YR SOCIAL M$IA PR(ILES4 ,BUILD+ YR WEBSITE4 ,"! >E A LOT ( FREE PLAT=MS & TOOLS AVAILABLE TO HELP Y CR1TE A WEBSITE = YR BUSI;S1 OR Y C \TS\RCE X RELATIVELY *1PLY4 "33333333333 "3#H ,SEC;N #C4 ,,PR /RATEGY ,! #CJ M9UTES A WEEK ,,PR /RATEGY "3#I #C4 ,,PR /RATEGY ,J #CJ M9UTES A WEEK C 2 ALL X TAKES TO /AY ON TOP ( YR ,,PR4 ,! /RATEGY XF MAY #I PR /RATEGY #AC TAKE A LL L;G] TO CR1TE B BY FOLL[+ SIMPLE GUIDEL9ES \TL9$ "H1 A "WABLE PLAN IS EASY TO CR1TE & C 2 HIATE H1D+S = EA* MON? ( ! YE>1 9CLUD+ ! FOLL[+3 .1,ACTIV;Y4 ,LAUN*ES _/ PROACTIVE NEWS _/ RESE>* _/ CASE /UDIES ,ADV]TIS+ ,CAL5D> EV5TS .1,RESPONSE4 ,NEWS REL1SE TO 4TRIBUTE ,COM;T = WEBSITE ONLY ,SOCIAL M$IA & BLOG .1,AD .1HOC4 ,$ITORIAL REQUE/ RESPONSES ,GOOGLE ,AL]TS _/ SOCIAL #AJ PR /RATEGY #AD M$IA PROMPTS ,,PR PLAN EXAMPLE ,- MON? "O4 .1,ACTIV;Y4 PROACTIVE NEWS RESE>* PRODUCT LAUN* & ADV]TIS+ .1,RESPONSE4 WEBSITE COM;T SOCIAL M$IA PO/ WEBSITE COM;T SOCIAL M$IA PO/ 4TRIBUTE NEWS REL1SE .1,AD .1HOC4 AL]TS GOOGLE TWITT] PROMPTS $ITORIAL REQUE/ RESPONSE ,WE'VE 9CLUD$ A ,,PR PLAN TEMPLATE = A FULL QU>T] AT ! 5D ( ? *APT] ,- FEEL FREE TO CUT X \ & USE X6 "3#AJ ,ACTIV;Y ,? HAS ?REE COMPON5TS1 ALL ( : >E "U YR 3TROL & C 2 #AJ PR /RATEGY #AE PLANN$4 #A4 ,ANY ACTIV;Y T ! BUSI;S HAS 9 XS PLAN1 :E!R ! LAUN* ( A NEW PRODUCT "? TO 5GAGE;T 9 A LOCAL *>;Y EV5T1 IS WOR?Y ( AN EXT]NAL COM;T4 ,REMEMB] T EV5 IF X DOES N GET PICK$ UP BY J\RNALI/S1 X W SIT Z UPDAT$ NEWS 9 ! M$IA SEC;N ( YR WEBSITE & ULTIMATELY KEEP ! SITE LIVELY & CURR5T TO ANY VIEW]S4 ,RESE>* \TPUTS1 TOP TIPS & CASE /UDIES T C 2 US$ BY J\RNALI/S 9 ADVICE PIECES >E ALW 9 DEM&4 #B4 ,EXT]NAL ,,PR %D SUPPORT ANY ADV]TIS+ T IS PLANN$ AT ! SAME "T4 ,IF M$IA COV]AGE IS A*IEV$1 X W ADD TO ! E6ECTIVE;S ( ! ADV]TIS+4 #C4 ,IF POSSIBLE1 PI7Y BACK ON NEWS & EV5TS F O!R BUSI;SES TO PROMOTE YR [N4 #AJ PR /RATEGY #AF ,? CD 2 ANY?+ F ! REL1SE ( A GOV]N;T REPORT ON A SUBJECT T IS RELEVANT TO YR BUSI;S1 TO A S1SONAL EV5T1 = 9/.E ,VAL5T9E'S ,"D OR ! ,LONDON ,M>A?ON1 ": A BUSI;S C L9K :AT X DOES TO ! EV5T4 ,! SECRET IS TO A3ESS A CAL5D> ": ALL ! "W HAS BE5 D"O ALR 9 LI/+ ! EV5TS1 & TO GET ! TIM+ "R TO CO9CIDE ) ! J\RNALI/S' PLANN+ CYCLES4 ,Y C USE AN ONL9E RETAIL M>KET+ CAL5D> Z A GUIDE TO HELP YR BUSI;S CAPITALISE ON KEY EV5TS4 ,RESPONSE #A4 ,ACTUAL1 WELL ?"\ \ PRESS REL1SES4 ,J\RNALI/S >E W>Y ( BUSI;SES T PUMP \ PRESS REL1SES TOO FREQU5TLY ) ! SOLE AIM ( ! J\RNALI/S DO+ _! ADV]TIS+ = !M4 ,B = G5U9E NEWS T Y'D R1SONABLY EXPECT ! G5]AL PUBLIC TO H AN 9T]E/ IN1 J\RNALI/S W 2 #AJ PR /RATEGY #AG KE5 TO HE> AB X4 ,PLANN+ ! PRESS REL1SE C 2 D"O WEEKS 9 ADV.E & X C 2 HELD R1DY TO 4TRIBUTE :5 ! "T IS "R4 ,X %D 2 POSI;N$ >.D1 & BUILT ON1 ANY?+ T A BUSI;S HAS ID5TIFI$ 9 ! 8ACTIV;Y0 "P ( ! PLAN4 ^7,E BUSI;S %D 2 PLANN+ A PRESS REL1SE AT L1/ E ?REE MON?S4^' #B4 ,! BUSI;S HAS TO DECIDE :E!R A PIECE ( NEWS1 COM;T1 RESPONSE TO "S DATA 2+ REL1S$1 OR ! W9N+ ( A 3TRACT1 IS WOR?Y ( BROAD- SCALE 4TRIBU;N1 OR :E!R X J WANTS TO USE X Z AN UPDATE ON XS WEBSITE4 ,! PROCESS IS ! SAME1 9 T ! NEWS COM;T IS WRITT5 & PUT ONTO ! WEBSITE1 B J N 4TRIBUT$4 ,X IS !N AVAILABLE = ANY VISITORS TO ! WEBSITE1 :E!R PROSPECTIVE CU/OM]S OR #AJ PR /RATEGY #AH J\RNALI/S1 TO R1D4 ,CRITICALLY1 ? KEEPS ! WEBSITE UP-TO-DATE1 & RETA9S VISITORS' 9T]E/4 ^7,YR BUSI;S %D 2 UPDAT+ ! NEWS OR M$IA SEC;N ( XS WEBSITE AT L1/ E C\PLE ( WEEKS4^' #C4 ,Z AN ALT]NATIVE TO TRY+ TO 5TICE J\RNALI/S1 _M BUSI;SES W S*$ULE A S]IES ( SOCIAL M$IA BLOGS4 ,^! >E G5]ALLY %ORT ADVICE-BAS$ OR COM;T PIECES T >E PO/$ ON TO YR WEBSITE & %>$ ON SOCIAL M$IA1 )\T 2+ 4TRIBUT$ TO J\RNALI/S VIA A PRESS REL1SE4 ,LIKEWISE BLOGS >E A GD WAY = A BUSI;S TO KEEP XS WEBSITE UPDAT$ & TO KEEP ! BUSI;S BR& 9 FRONT ( COM;TATORS4 ,BLO7]S >E A GD WAY ( GETT+ TRU/$ ?IRD-"PY 5DORSE;TS = YR BUSI;S4 ,9 #AA PR /RATEGY #AI FACT1 LOTS ( J\RNALI/S USE RECOGNIS$ BLO7]S = "S ( _! 3T5T4 ,BLOGS DON'T NE$ TO 2 L;G B !Y NE$ TO 2 RELEVANT & ( 9T]E/ TO YR US]S4 ^7,E BUSI;S %D TRY TO WRITE AT L1/ "O BLOG P] MON?4^' "3#AA ,AD HOC #A4 ,! _W ( NEWS N"E SLEEPS & J\RNALI/S >E ALW LOOK+ \ = NEW ANGLES ON TR5D+ /ORIES4 ,^! C 2 G5]AT$ 9 TWO WAYS4 ,$ITORIAL REQUE/S3 ,Z 4CUSS$ 9 SEC;N TWO1 BUSI;SES %D SET !MVS UP ON A PLAT=M TO RCV ^! F J\RNALI/S :5 APPROPRIATE4 ,PRE-EMPT+ $ITORIAL REQUE/S3 ,BUSI;SES WAT*+ ! NEWS 9 _! SECTOR C COM;T ON "S?+ #AA PR /RATEGY #BJ TR5D+4 ,!Y C EI PO/ A QK PRESS REL1SE OR COM;T ON SOCIAL M$IA4 ,? M1NS YR BUSI;S NE$S TO KEEP AN EYE ON DEVELOP+ TR5DS & /ORIES1 & 2 WILL+ TO COM;T ON !M QKLY4 ,NEWS IS %ORT-LIV$1 "PICUL>LY ON SOCIAL M$IA1 S X'S IMPORTANT TO /RIKE :ILE ! IRON IS HOT4 ,FEW BUSI;SES >E KE5 TO H _! ATT5;N DIV]T$ AWAY F _! MA9 "D-TO-"D SALES & CA% COLLEC;N PRIORITIES TO SP5D TOO M* "T ACTIVELY WAT*+ = AD HOC NEWS ITEMS1 B !Y C TAKE ?REE SIMPLE /EPS Z PROMPTS )\T 2+ 4TRACT$3 ,SET UP ,GOOGLE ,AL]TS = KEY ^WS 9 YR BUSI;S SECTOR4 ,FOLL[ KEY SECTOR J\RNALI/S ON SOCIAL M$IA E4G4 ,TWITT]4 ,KEEP AN EYE ON ! NEWS E4G4 ,,BBC ,NEWS #BD4 ,:5 "S?+ RELEVANT APPE>S1 #AB PR /RATEGY #BA COM;T AL;G ! L9ES ( 8,,XXX1 [N] ( ,,YYY RESPONDS TO ! ,PRIME ,M9I/]'S CALL = M JOB CR1;N4 ,SIMPLIFY ! PROCESS1 RELIEVE EMPLOY;T LAW1 & RELAX ,,NI REPORT+ IF Y R1LLY WANT SMALL BUSI;SES 5GAG+04 ,! OBJECTIVE IS PURELY TO CAT* ! EYE ( J\RNALI/S & GET YR BUSI;S "N 9TO PR9T4 "3#AB ,TOP ,TIPS3 ,RECOMM5D$ /ORIES TO ISSUE TO M$IA ,3SID] ISSU+ PRESS REL1SES TO ! M$IA :5 Y H NEWS RELAT$ TO ! FOLL[+3 ,RCVD A LI/+ = YR PRODUCT" ) A NA;NAL RETAIL]4 ,AN ANNIV]S>Y1 FIR/_/ SECOND YE> ( TRAD+1 ETC4 ,PLANS TO EXP&1 OR ANN\NC+ AN EXPAN.N ( ! BUSI;S4 #AB PR /RATEGY #BB ,LAUN*$ NEW PRODUCT" OR DEVELOP;T )9 ! BUSI;S4 ,A MAJOR NEW HIRE_/ APPO9T;T )9 ! BUSI;S4 ,HIT_/EXCE$$ A BIG T>GET OR MILE/"O4 ,A /R;G NEWS HOOK "4 ,ACTIV;Y ,MON? #A4 PROACTIVE NEWS RESE>* PRODUCT LAUN* & ADV]TIS+ ,MON? #B4 CASE /UDY EV5T PROACTIVE NEWS RESE>* ,MON? #C4 CASE /UDY EV5T PROACTIVE NEWS RESE>* #AB PR /RATEGY #BC ,RESPONSE ,MON? #A4 WEBSITE COM;T SOCIAL M$IA PO/ WEBSITE COM;T SOCIAL M$IA PO/ 4TRIBUTE NEWS REL1SE ,MON? #B4 WEBSITE COM;T SOCIAL M$IA PO/ WEBSITE COM;T SOCIAL M$IA PO/ ,MON? #C4 WEBSITE COM;T SOCIAL M$IA PO/ WEBSITE COM;T SOCIAL M$IA PO/ 4TRIBUTE NEWS REL1SE ,AD HOC ,MON? #A4 AL]TS GOOGLE TWITT] PROMPTS $ITORIAL REQUE/ RESPONSE "33333333333 #AD WOO+ J\RNALI/S #BD "3#AC ,SEC;N #D4 ,WOO+ J\RNALI/S ,T>GET+ ,SOCIAL M$IA ,SEG;T+ "3#AD #D4 ,WOO+ J\RNALI/S ,J\RNALI/S L TO 2 ! P]SON T "EY"O LI/5S TO & TAKES NOTICE (4 ,& 9 _! L9E ( "W1 !Y AL WANT TO 2 ! "O T BR1KS ! BIG1 EXCLUSIVE NEWS4 ,ADD+ ALL T TGR1 T M1NS J\RNALI/S >E3 ,RECEPTIVE ( RCVG GD1 RELEVANT NEWS /ORIES ,UNRECEPTIVE ( RCVG W1K NEWS J TO PR(ILE A BUSI;S ,X'S IMPORTANT TO USE T Z A FILT] :5 Y DECIDE :E!R TO S5D A PRESS REL1SE OR NEWS /ORY TO A J\RNALI/4 ,ESS5TIALLY1 IS YR NEWS /ORY RELEVANT TO ! J\RNALI/ & _! #AD WOO+ J\RNALI/S #BE R1D]S1 OR IS X A %AME.S PLUG8 ,T>GET+ ! "R J\RNALI/S ,= E BUSI;S1 POSITIVE COV]AGE 9 NA;NAL M$IA IS ! DR1M B 9 ALL LIKELIHOOD1 X'S A PIP$R1M = #II.0 ( YR NEWS4 ,COV]AGE 9 LOCAL PRESS OR BLOGS IS M* M ATTA9ABLE1 : IS :Y Y %D LOOK TO TAILOR YR ,,PR T>GETS4 ,TO D T1 Y NE$ TO ?9K AB ! AUDI;E Y'RE TRY+ TO 9FLU;E & LOOK AT ! M$IA & PRESS T AUDI;E IS 5GAG$ )4 ,IF Y'RE A SMALL CAF^/E BAS$ 9 ,MAN*E/] & Y'RE RUNN+ A COMPETI;N (F]+ FREE M1LS1 A NA;NAL NEWSPAP] IS UNLIKELY TO 2 9T]E/$ 9 X 2C _! AUDI;E IS BAS$ ALL ACR ! ,,UK4 ,LOCAL NEWSPAP]S1 ^: AUDI;E IS LOCAL TO YR BUSI;S1 MAY WANT TO F1TURE X4 #AD WOO+ J\RNALI/S #BF ,F9D LOCAL M$IA \TLETS & TRADE M$IA RELEVANT TO YR BUSI;S4 ,MAKE A COMPREH5SIVE LI/ & USE T Z A />T+ PO9T TO T>GET ) YR PRESS REL1SES & NEWS4 ,USE SOCIAL M$IA TO ID5TIFY RELEVANT J\RNALI/S ,9 A SIMIL> WAY1 T>GET J\RNALI/S :O COV] TOPICS & REGIONS RELEVANT TO YR BUSI;S4 ,US+ ! EXAMPLE ( ! ,MAN*E/] CAF^/E AG1 "!'S NO PO9T T>GET+ SPORTS J\RNALI/S4 ,LOOK = J\RNALI/S :O COV] LOCAL BUSI;SES OR RE/AURANTS & 5GAGE ) !M ON SOCIAL M$IA4 ,O!R TOOLS TO ID5TIFY & NET"W ) RELEVANT J\RNALI/S4 ,M$IA DATABASES LI/ 3TACT DETAILS = J\RNALI/S4 ,!Y'RE A PD-= S]VICE B !Y ALL[ Y TO #AE WOO+ J\RNALI/S #BG SE>* = RELEVANT 3TACTS & A3ESS _! 3TACT DETAILS4 ,IF Y DON'T H ! BUDGET = T1 2 PROACTIVE & SC\R M$IA & NEWS WEBSITES = 3TACT DETAILS & MAKE A 3TACT LI/ ( POT5TIAL T>GETS4 "3#AE ,SEG;T YR 3TACTS ,! ABV EX]CISES %D 5ABLE Y TO QKLY T>GET ! "R J\RNALI/S & 3TACTS QKLY1 S :5 Y H "S?+ NEWSWOR?Y1 Y'VE ALR GOT ! 3TACT & J\RNALI/ TO H&4 ,:AT IS AL HELP;L IS TO GR\P YR 3TACTS 9TO SEG;TS & TAILOR YR APPROA*ES TO ! 3TACTS )9 ^? SEG;TS4 ,EXAMPLE ,- ,CAF^/E4 ,! CAF^/E 9 ,MAN*E/] MAY KEEP A LI/ ( LOCAL FOOD BLO7]S !Y'VE F.D ON SOCIAL M$IA SEP>ATE TO BUSI;S J\RNALI/S )9 LOCAL PRESS 2C !Y'RE GO+ TO 2 9T]E/$ 9 #AE WOO+ J\RNALI/S #BH SLI+ & EV5 DIRECT MESSAGES C 5C\RAGE A POSITIVE RELA;N%IP ,- B TRY N TO 2COME A /ALK]6 ,ONCE Y'RE 9 3TACT ) A J\RNALI/1 ?9K H[ Y C DEVELOP YR RELA;N%IP4 ,9VITE !M = A C(FEE OR TO SEE YR BUSI;S 9 ! FLE%4 ,BY DO+ S "!'S A *.E Y CD 2COME A TRU/$1 G-TO S\RCE4 ,"S J\RNALI/S WON'T RESPOND1 "S WON'T TAKE Y UP ON YR (F] B IF Y'RE SU3ESS;L ) EV5 J "O1 X'S GD = ,,PR #AE WOO+ J\RNALI/S #BI PURPOSES4 ,2+ "TLY & RELEVANT4 ,GA9+ A J\RNALI/'S TRU/ ,- & M5;NS 9 :AT !Y WRITE ,- IS ALL AB TIM+ & RELEV.E4 ,IF Y'RE N EI ( ^? ?+S1 X DOESN'T MATT] H[ 9T]E/+ YR NEWS IS1 X'S UNLIKELY TO MAKE X 9TO :AT !Y'RE WRIT+4 ,2 /RUCTUR$ & /RATEGIC 9 :AT Y'RE S5D+1 & CR1TE "S RULES TO FOLL[3 ,DON'T S5D NEWS IF X'S AN OBVI\S ATTEMPT TO GET COLUMN 9*ES ,IF YR NEWS IS G5]IC1 4TRIBUTE X TO A BROAD LI/ ,IF YR NEWS IS SPECIFIC1 S5D X TO J\RNALI/S T X'S RELEVANT TO "33333333333 #AG POSI;N+ NEWS #CJ "3#AF ,SEC;N #E4 ,POSI;N+ NEWS REL1SES ,A TEMPLATE = SU3ESS "3#AG #E4 ,POSI;N+ NEWS REL1SES ,Y H AB ?REE SECONDS TO CAPTURE ! 9T]E/ ( A J\RNALI/1 BLO7] OR BROADCA/ RESE>*]4 ,!Y GET HUNDR$S ( EMAILS & NEWS FE$S E "D1 & YRS HAS TO 2 ! "O T /&S \4 ,9 ^? ?REE SECONDS1 YR PRESS REL1SE HAS TO FULFIL A LI/ ( KEY PO9TS3 ,! "R H1DL9E HOOK ,A GD 9ITIAL SUMM>Y ,EVID;E ( A QUOTE ,"S FACTS ,A GD VISUAL IMAGE ,A GD WAY TO A*IEVE ! "R 9ITIAL /RUCTURE IS TO TAKE ! ABV & MAKE X 9TO A TEMPLATE = YR PRESS REL1SE4 #AG POSI;N+ NEWS #CA ,T'S EXACTLY :AT WE'VE D"O 9 ! FOLL[+ SEC;N ,- USE X Z A TEMPLATE TO CR1TE YR PRESS REL1SES6 ,A TEMPLATE = SU3ESS ,H1DL9E4 ,? IS ! MO/ IMPORTANT "P ( YR TEMPLATE4 ,X IS ! "O OPPORTUN;Y TO HOOK ! J\RNALI/ & HELPS !M DECIDE :E!R YR REL1SE IS WOR?Y ( _! ATT5;N4 ,Y H NO M ?AN #AE ^WS TO 3V9CE ! J\RNALI/ T ? IS = !M4 ,FOCUS ON F\R TRI7]S4 .1,REGIONAL .1ANGLE3 ,IF Y >E LOOK+ = REGIONAL COV]AGE1 !N REF] TO ! >EA3 8,K5T BUSI;S SWEEPS ! BO>D AT AW>DS EV5+04 ,? W CAT* ! EYE ( LOCAL J\RNALI/S B MAY WELL MISS NA;NAL COV]AGE4 #AG POSI;N+ NEWS #CB .1,SUBJECT .1PICK-UP3 ,IF YR FOCUS IS YR SECTOR OR TOPIC1 LOOK+ = TRADE & SUBJECT PICK-UP1 !N REF] SPECIFICALLY TO X3 8,F\R SUP] FOODS COMB9E TO COMBAT 9SOMNIA04 .1,?9K .1KEY^WS3 ,EXPORT1 JOBS1 H1L?1 DIV]S;Y1 ECONOMY1 OR IF X'S RELEVANT & N 9 ANY WAY OP5 TO LIBEL *ALL5GE1 USE A FAM\S P]SON'S "N4 ,J\RNALI/S W H DI6]5T 8,GOOGLE ,AL]TS0 SET UP = NEWS /ORIES T !Y >E 9T]E/$ 9 & W SE>* = REL1SES BY KEY^W4 .7,PROVOCA;N1 N BOR$OM3.' ,NO "O W PICK UP ! H1DL9E3 8,TRAVEL FIRM APPO9TS NEW ,F9.E ,DIRECTOR01 B 8,M"OY MAN ADDS SPICE TO WEEK5D BR1KS0 MAY WELL CAT* A FEW EYES4 ,Z A G5]AL RULE1 DON'T 2 (F5SIVE4 ,2Y T1 2 Z $GY Z Y C TO HOOK ! R1D]4 #AG POSI;N+ NEWS #CC ,TIM+3 ,IF Y'VE BE5 ABLE TO 3V9CE A J\RNALI/ TO TAKE YR REL1SE Z AN 8EXCLUSIVE01 !N Y NE$ TO TELL O!RS T X'S 8EMB>GO$0 UNTIL A C]TA9 "T4 ,ASIDE F EMB>GO$ REL1SES1 Y NE$ TO SET ! "T :5 Y WANT YR REL1SE TO 2 4TRIBUT$4 ,"! IS AN >T TO ?4 ,MO/ J\RNALI/S WON'T PICK UP REL1SES AT ! 5D ( ! "D & TM IS TOO LATE4 ,F/ ?+ 9 ! MORN+ !Y'LL 2 TRY+ TO CLE> _! EMAIL 9BOX1 ESPECIALLY ON A ,MON"D MORN+4 ,S IF X'S TRULY 8BR1K+ NEWS01 !N #G AM IS F9E2 O!RWISE G = #AJ AM ONW>DS4 ,"S J\RNALI/S W H _! [N T>GET D1DL9ES TOO4 ,= 9/.E1 = ! ,SUN"D PAP]S MO/ J\RNALI/S W H _! COLUMNS SCOP$ \ BY ! PREVI\S ,W$NES"D4 ,= MON?LY TRADE #AH POSI;N+ NEWS #CD MAGAZ9ES D1DL9ES W 2 WEEKS 9 ADV.E4 ,3SUM] TITLES T5D TO H A ?REE-MON? L1D "T4 ,IF !Y >E YR T>GET1 !N X IS WOR? CALL+ ! $ITORIAL T1M & SIMPLY ASK+ :5 ! BE/ "T TO SUBMIT 3T5T IS4 "3#AH ,3T5T3 ,PRES5TA;N ( ? IS IMPORTANT Z1 ESPECIALLY ONL9E1 J\RNALI/S MAY J COPY & PA/E ! :OLE 3T5T4 ,COPYWRIT+ S]VICES >E AVAILABLE = ^? BUSI;SES )\T ! "T OR 9-H\SE SKILLS !MVS4 ,! 3T5T XF IS EQUALLY IMPORTANT ?\<4 ,"! >E F\R CRITICAL ASPECTS TO 9CLUDE3 .2,A .1T1S]4 ,! T1S] IS :AT W 3V9CE J\RNALI/S TO G TO ! NEXT /AGE & R1D & USE ! REL1SE4 ,X HAS TO 2 FACTUAL & SU39CT1 TELL+ ! J\RNALI/ #AH POSI;N+ NEWS #CE EXACTLY :AT ! REL1SE IS AB )9 ! F/ L9E4 .7,9CLUD+ FACTS1 DATA OR RESE>*4.' ,J\RNALI/S NE$ A R1SON TO PUT Y 9 _! COLUMNS1 & IF "! IS NO?+ NEW OR 9T]E/+ = !M TO USE1 !Y W MOVE ON V QKLY & 3SIGN YR REL1SE TO _! JUNK BOX4 ,MAKE X UNIQUE & 9CLUDE FACTS1 DATA & RESE>* IF Y C4 .7,A CLE> /ORY4.' ,Y %D 9CLUDE F\R OR FIVE CLE>LY LAID \ P>AGRAPHS TELL+ ! /ORY1 )\T WA6LE4 ,^! P>AGRAPHS %D DRAW \ ! KEY ELE;TS T Y WANT ! R1D] TO FOCUS ON4 ,BE> 9 M9D T ? IS ! F/ "T ! J\RNALI/ W H R1D X1 S DON'T TAKE = GRANT$ T !Y W "K :AT Y'RE TALK+ AB4 ,TRY & 4T.E YRF F :AT Y "K & ASSUME ! R1D] IS COMPLETELY FRE% TO ! SUBJECT & 3T5T4 ,MAKE X CLE> & WELL LAID \4 #AH POSI;N+ NEWS #CF .1,QUOTES4 ,J\RNALI/S LOOK TO PR9T EXP]T OP9ION & VIEWS F COM;TATORS4 ,? PROVIDES A GRT OPPORTUN;Y = Y & YR BUSI;S TO GET A GD "N *ECK4 ,9CLUDE QUOTES T Y'RE HAPPY TO 2 ASSOCIAT$ ) ,- !Y'LL 2 US$ ^W = ^W4 ,TRY TO H AT L1/ TWO QUOTES4 ,"O F ! BUSI;S & A SECOND F A RECOGNIS$ EXP]T ADD+ CR$IBIL;Y TO ! REL1SE4 ,! M HIE1 ! M LIKELY X IS T ! REL1SE W 2 PICK$ UP4 ,US+ A LOCAL ,,MP'S "N 9 A REL1SE1 = EXAMPLE1 W (T5 TRI7] S"EAL ,GOOGLE ,AL]TS T H BE5 SET UP BY J\RNALI/S1 S !Y W 2 PROMPT$ TO R1D YR REL1SE4 ,NOTES = $ITORS3 ,9CLUDE A %ORT SUMM>Y ( ! BUSI;S & YR WEBSITE #AH POSI;N+ NEWS #CG DETAILS4 ,LI/ REF];E DETAILS = DATA & ANY RESE>*4 ,IMAGE3 ,9CLUDE /R;G1 HI<-QUAL;Y IMAGES4 ,5SURE YR IMAGE IS HI< RESOLU;N1 RELEVANT & T Y H ! "R P]MIS.NS 9 PLACE = ? TO 2 US$4 ,9CLUDE YR BR& "N OR LOGO 9 ! IMAGE IF POSSIBLE B DON'T LET X TAKEOV] ! IMAGE4 ,X %D 2 4CREET4 ,3TACT DETAILS3 ,IF "! >E NO 3TACT DETAILS = J\RNALI/S TO FOLL[-UP ON AT ! 5D ( ! REL1SE1 DON'T 2 SURPRIS$ IF Y DON'T HE> ANY?+4 ,9CLUDE "NS1 TELEPH"O NUMB]S & EMAIL ADDRESSES4 ,2 PREP>$ TO TAKE CALLS F J\RNALI/S AT ANY "T4 ,IF #BJ RESPOND+ #CH Y'RE N AVAILABLE1 !Y'RE LIKELY TO MOVE ON TO ! NEXT /ORY & =GET AB YRS4 "33333333333 "3#AI ,SEC;N #F4 ,RESPOND+ TO $ITORIAL REQUE/S ,GOLD5 RULES "3#BJ #F4 ,RESPOND+ TO $ITORIAL REQUE/S ,$ITORIAL REQUE/S FALL 9TO AD HOC "W3 ANSW]+ REQUE/S F J\RNALI/S = CASE /UDIES & QUOTES F SPOKESPEOPLE TO ADD TO ! >TICLES !Y >E ALR WRIT+ OR PLANN+4 ,"! >E TWO GRT ADVANTAGES TO RESPOND+ TO $ITORIAL REQUE/S3 ,Y DON'T H TO 5TICE ! J\RNALI/4 ,!Y >E M* QK] & EASI] TO RESPOND TO4 ,Y C EI MANAGE ? YRF1 OR #BJ RESPOND+ #CI 3SID] ! VALUE ( AN ONL9E SUBSCRIP;N PACKAGE DESIGN$ = BUSI;SES WANT+ TO RCV $ITORIAL REQUE/S4 ,/>T ,UP ,LOANS RECIPI5TS C TAKE ADVANTAGE ( AN EXCLUSIVE (F] ( #BE.0 (F A MON?LY OR ANNUAL SUBSCRIP;N TO ,J\RNO,L9K & SAVE UP TO @L#GE P4A4 ,FULL DETAILS >E AVAILABLE AT HTTPS3_/_/WWW4" />TUPLOANS4CO4UK_/BUSI;S-" (F]S_/J\RNOL9K_/ ,$ITORIAL REQUE/ GOLD5 RULES #A4 ,2 BRIEF B GIVE ! J\RNALI/ A GD R1SON TO FOLL[ UP ) Y4 ,DON'T J RESPOND ) 8,I'M 9T]E/$ 9 TALK+ TO Y0 MAKE X EASY = !M & \TL9E :AT Y C (F] !M4 ,KEEP X RELEVANT1 CLE> & %ORT4 #B4 ,RESPOND QKLY4 ,(T5 ! J\RNALI/ W 2 "W+ TO A TIE M LIKELY TO #BA 4TRIBUT+ ! NEWS #DJ LOOK AT1 & 3TACT1 E>LY RESPOND5TS4 #C4 ,PROVIDE GD 3TACT DETAILS1 9CLUD+ A TELEPH"O NUMB] & EMAIL ADDRESS4 ,2 R1DY TO TAKE _! CALL OR RESPOND TO AN EMAIL AT _! 3V5I;E1 N YRS4 ,X MAY 2 T Y H TO GET T ORD] \ 9 ! NEXT H\R B BY !N ! J\RNALI/ MAY WELL H MOV$ ONTO ! NEXT RESPOND5T4 #D4 ,PROVIDE A L9K TO ANY HI<-QUAL;Y IMAGES Y H ( YR BUSI;S 9 YR RESPONSE4 ,GD IMAGES C P]SUADE J\RNALI/S T Y >E ! BUSI;S !Y WANT TO HE> F4 ,MAKE SURE Y H ! "R P]MIS.NS 9 PLACE TO USE ANY IMAGES Y S5D4 "33333333333 "3#BA ,SEC;N #G4 ,4TRIBUT+ ! NEWS ,TRADI;NAL J\RNALI/S ,EXI/+ CU/OM]S #BB 4TRIBUT+ ! NEWS #DA ,SOCIAL M$IA COM;TATORS "3#BB #G4 ,4TRIBUT+ ! NEWS ,4TRIBUT+ YR NEWS REL1SE IS ! "O >EA ": A HELP+ H& IS G5]ALLY USE;L4 ,! OBJECTIVE %D 2 T EA* PIECE ( NEWS OR COM;T W 2 SE5 BY3 ,TRU/$ M$IA COM;TATORS1 BO? SECTOR SPECIFIC & G5]AL ,EXI/+ & POT5TIAL CU/OM]S ,SOCIAL M$IA AUDI;ES ,YR REL1SE %D 2 A3ESSIBLE = LAT] VIEW+3 ,)9 SE>* 5G9E LI/+S ,ON YR WEBSITE ,4TRIBU;N "!=E BR1KS D[N 9TO ?REE *ANNELS3 ,TRADI;NAL J\RNALI/S ,CU/OM] NEWSLRS & WEBSITE M$IA ROOM UPDATES ,SOCIAL M$IA COM;TATORS #BB 4TRIBUT+ ! NEWS #DB ,TRADI;NAL J\RNALI/S ,IF Y H ! "T & RES\RCE TO COMPILE J\RNALI/ LI/S & S5D \ EMAILS1 ! D-X-YRF SOLU;N MAY "W4 ,B = "S BUSI;SES1 T MAY N 2 POSSIBLE1 9 : CASE A 4TRIBU;N S]VICE CD COME 9 USE;L4 ,"! >E TWO OP;NS3 ,EMPLOY+ A ,,PR ,AG5CY TO D ? Z AN \TS\RC$ S]VICE "<@L@L@L"> ,US+ AN ONL9E WEB-BAS$ S]VICE "<@L"> ,4TRIBU;N IS A KEY ELE;T ( ! OV]ALL /RATEGY & ! T>GET AUDI;E W ALR H BE5 DEF9$ Z "P ( T /RATEGY4 ,2F PRESS+ ! 8S5D0 BUTTON1 G "? ! FOLL[+ PRESS REL1SE TEMPLATE *ECKLI/ TO 3FIRM Y H FILL$ ALL ! CRIT]IA3 ,H1DL9E ,TIM+ #BB 4TRIBUT+ ! NEWS #DC ,3T5T ,QUOTES ,NOTES ,IMAGE ,3TACT DETAILS ,EXI/+ CU/OM]S ,KEEP+ EXI/+ CU/OM]S 9=M$ ( BUSI;S DEVELOP;TS & NEWS IS "S"TS OV]LOOK$ B X'S TYPICALLY EASI] ,- & *1P] ,- TO SELL TO EXI/+ CU/OM]S R ?AN W9N+ NEW "OS1 S UPDATE YR EXI/+ CU/OM]S6 ,Y C D ? "? REGUL> EMAIL S5DS B ?9K AB SEG;T+ YR CU/OM]S' EMAIL ADDRESS 9TO LI/S4 ,= EXAMPLE1 IF Y SELL WOM5'S & M5'S %OES1 KEEP SEP>ATE LI/S ( CU/OM]S BAS$ ON ! PRODUCT !Y B"\4 ,IF Y H NEWS T'S SPECIFIC TO WOM5'S %OES1 X'S PROBABLY N WOR? S5D+ AN UPDATE TO US]S :O'VE ONLY B"\ M5'S %OES4 ,B REG>D.S ( :O Y'RE #BC 4TRIBUT+ ! NEWS #DD T>GET+1 MAKE SURE YR NEWS F1TURES ON YR WEBSITE S T ANY VISITORS C KEEP UP TO DATE4 "3#BC ,SOCIAL M$IA COM;TATORS ,= _M BUSI;SES1 ! MO/ IMPORTANT *ANNEL TO 2 5GAG$ 9 = ATTRACT+ J\RNALI/S' ATT5;N IS ,TWITT]4 ,Y C D ? YRF1 OR *OOSE A REL1SE 4TRIBU;N S]VICE T W PO/ YR REL1SE ON ,TWITT] AUTOMATICALLY :5 !Y S5D X TO REGUL> J\RNALI/S4 ,? 5SURES T SOCIAL COM;TATORS & J\RNALI/S :O LIFT NEWS F ,TWITT] & :O FOLL[ YR *OS5 4TRIBU;N S]VICE1 SEE YR H1DL9E & C A3ESS ! REL1SE "? A L9K ON ! TWEET4 ,B ,TWITT] ISN'T ! ONLY "O4 ,O!R SOCIAL M$IA *ANNELS MAY "W BETT] = YR BUSI;S & #BE ! \TPUT VALUE #DE YR AUDI;E1 S ?9K AB ": Y'RE PO/+4 ,= EXAMPLE ,FACEBOOK & ,9/AGRAM >E 9CR1S+LY 2+ US$ 9 ,,PR ACR A GR[+ RANGE ( SECTORS4 ,"! >E TOOLS : ALL[ Y TO PO/ TO MULTIPLE SOCIAL M$IA PLAT=MS AT ! SAME "T4 "33333333333 "3#BD ,SEC;N #H4 ,! \TPUT VALUE ,,PR = SMALL BUSI;SES "3#BE #H4 ,! \TPUT VALUE ,BUSI;SES (T5 OBSESS AB :AT M$IA COV]AGE !Y GET F ,,PR & H[ X %D 2 VALU$4 ,DON'T1 2C "!'S NO EASY ANSW] TO ?4 ,,PR = SMALL BUSI;SES ,,PR IS "P ( AN OV]ALL M>KET+ MIX4 ,X %D N 2 SE5 Z AN IMM R\TE TO L>GE-SCALE M$IA COV]AGE B M ( AN ONGO+ #BE ! \TPUT VALUE #DF TACTIC TO CAPTURE ! 9T]E/ ( TRU/$ J\RNALI/S & COM;TATORS S T1 OV] "T1 ! BUSI;S IS SE5 Z A CR$IBLE 3TRIBUTOR TO ! NEWS AG5DA4 ,= ? R1SON1 COMMIT TO AT L1/ AN ANNUAL ,,PR /RATEGY4 ,TRACK YR COV]AGE EI BY YRF OR "? A SUBSCRIP;N TO A FULL NEWS CUTT+ S]VICE1 AL? ^! C 2 EXP5SIVE = />T UPS4 ,KEEP TRACK ( : J\RNALI/S >E %[+ AN 9T]E/ 9 YR REL1SES S Y C BUILD RELA;NS4 ,A 4TRIBU;N S]VICE C HELP Y ASSESS :E!R ! =MAT & 3T5T ( REL1SES IS CAT*+ ! EYE ( J\RNALI/S1 OR IF ! APPROA* NE$S TO 2 REVIEW$4 ,IF X IS ATTRACT+ COV]AGE1 /ICK TO ! GAME PLAN4 ,PR9T J\RNALISM ISN'T Q ! DRAW X MAYBE ONCE WAS4 ,:ILE "!'S OBVI\S VALUE 9 GETT+ COV]AGE 9 PR9T1 DON'T NEGLECT ONL9E M$IA COV]AGE4 #BE ! \TPUT VALUE #DG ,ONL9E M$IA COV]AGE HAS ! ADD$ B5EFIT ( IMPROV+ YR ": Y RANK 9 ONL9E SE>* 5G9ES L ,GOOGLE1 IF YR BUSI;S' WEBSITE IS L9K$ TO ,- X AL MAKES M1SURE;T M* EASI]3 ,X'S EASI] TO TRACK CLICKS F M$IA COV]AGE TO YR SITE ?AN CU/OM]S :O'VE R1D A /ORY AB YR BUSI;S 9 A NEWSPAP] & !N G"O TO YR SITE4 ,9 SUMM>Y3 ,IF Y H M>KET+ SP5D AVAILABLE1 3SID] C>E;LLY ": BE/ TO USE X4 ,TRACK : J\RNALI/S >E %[+ AN 9T]E/ 9 Y & BUILD RELA;N%IPS ) !M4 ,COMMIT TO AN ONGO+ ,,PR PLAN1 SET \ = ! YE> AH1D4 ,F9D ! MO/ ECONOMICAL S]VICE POSSIBLE TO HELP Y 9 ! KEY >1S4 "33333333333 #BG M$IA 9T]VIEW #DH "3#BF ,SEC;N #I4 ,GETT+ ! BE/ \ ( A M$IA 9T]VIEW ,AUDI;E ,MESSAG+ ,APPROA* "3#BG #I4 ,GETT+ ! BE/ \ ( A M$IA 9T]VIEW ,:5 Y SEE P P]=M+ WELL :5 2+ 9T]VIEW$ ON ! NEWS1 DON'T ASSUME !Y'RE J GD AT X2 MO/ H BE5 COA*$ BY AN EXP]T4 ,& "!'S NO R1SON :Y E SMALL BUSI;S [N] C'T 2 J Z E6ECTIVE4 ,"! >E TWO ?+S TO REMEMB]3 ,MAKE ? YR MO;T ( FAME & IMPACT4 ,X'S YR %[ & MAKE SURE Y RUN X4 ,! 9T]VIEW] IS "U M PRESSURE ?AN Y4 ,X'S _! JOB TO CR1TE A GD 9T]VIEW & TO D T1 !Y NE$ A GD 9T]VIEWEE :O'S 9T]E/+ & 5GAG+4 ,!Y'RE #BG M$IA 9T]VIEW #DI GO+ TO 2 HELP;L1 S 2 PREP>$ TO HELP !M \ Z WELL4 ,YR PREP>A;N %D H F\R 4T9CT ELE;TS3 ,AG5DA ,AUDI;E ,MESSAG+ ,APPROA* ,AG5DA ,WRITE D[N :Y Y >E DO+ ! 9T]VIEW4 ,Y M/ H A V CLE> OBJECTIVE4 ,:AT D Y WANT TO A*IEVE8 ,IS ? TO PROMOTE YR BR& OR PROTECT X8 ,OR >E Y "! Z AN EXP]T 9 YR FIELD TO ADD COM;TS TO TR5D+ NEWS8 ,? W DICTATE H[ Y POSI;N YRF4 ,:E!R Y W 2 9 8SALES0 MODE OR 8APOLOGETIC0 MODE4 ,:E!R Y W L1D ! 3V]SA;N1 OR :E!R Y W ALL[ ! J\RNALI/ TO4 ,:AT WD 2 A GD \TCOME = Y F ! 9T]VIEW8 ,T'S :AT Y H TO PLAN =4 #BG M$IA 9T]VIEW #EJ ,AUDI;E ,:O'S YR AUDI;E8 ,X'S IMPORTANT T Y POSI;N :AT Y'RE SAY+ TO ! AUDI;E ! 9T]VIEW IS =4 ,:AT'S _! LEVEL ( "U/&+ ( YR PRODUCT & >EA8 ,DON'T ASSUME !Y "K Z M* AB X Z Y4 ,IF !Y D1 USE ACRONYMS & TE*NICAL PHRASES1 B IF !Y DON'T1 Y NE$ TO KEEP ?+S 9 PLA9 ,5GLI% & AVOID COMPLEXITIES4 ,?9K AB ! DI6];E 2T A ,RADIO #D AUDI;E & A LOCAL RADIO /A;N AUDI;E1 OR A R1D] ( ,! ,"TS COMP>$ TO A R1D] ( A LOCAL NEWSPAP]4 ,EA* HAS A DI6]5T R1SON = LI/5+ & R1D+1 & EA* EXPECTS "S?+ DI6]5T4 ,H A PICTURE 9 YR M9D ( :O Y'RE TALK+ TO & D YR BE/ TO MA9TA9 A 3V]SA;N ) T IMAGE 9 M9D4 ,! SU3ESS ( YR 9T]VIEW & ! IMPACT Y CR1TE W DEP5D ON H[ #BH M$IA 9T]VIEW #EA WELL Y ADAPT TO YR AUDI;E4 "3#BH ,MESSAG+ ,SEE ! 9T]VIEW Z YR OPPORTUN;Y TO GET YR MESSAGE OV] TO YR AUDI;E4 ,PLAN :AT MESSAGE Y WANT TO L& & ID1LLY BR1K ? D[N 9TO NO M ?AN ?REE PO9TS4 ,AT ! \TSET ( ! 9T]VIEW1 MAKE ^! ?REE PO9TS V BRIEFLY S T "EY"O "KS :AT Y'RE TALK+ AB4 ,Z ! 9T]VIEW PROGRESSES1 3C5TRATE ON EA* PO9T "O BY "O1 FILL+ \ ! FACTS & DETAIL ( EA* "O Z Y G4 ,AT ! 5D1 RE9=CE YR ?REE PO9TS & YR MESSAGE4 ,"W \ :AT QUOTE Y WD L TO SEE 9 ! PAP] OR 2 TAK5 Z A S.D BITE 9 AN 9T]VIEW SAY X S"EAL "TS4 ,= A PR9T 9T]VIEW1 X (T5 HELPS TO H YR PREF]R$ QUOTE WRITT5 \ TO GIVE DIRECTLY TO #BH M$IA 9T]VIEW #EB ! 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