What questions do you have about publicity and promotion?

[ShannonCherry]

Hi everyone.

I'd love to help you get your publicity and promotions going in 2010. So please, ask me anything about PR, publicity, and promos. I am here to help!

[tracyr]

1. How often should a press release be sent out?

If it's an on-going process, like monthly or quarterly, what do you do if you don't have anything of note to share in a press release?

2. What is the best way to determine who to send the press releases to? Is something like PRWeb good to use or can my money be better spent somewhere else?

Thanks

[ShannonCherry]

MadMula,

Just ask Tiger Woods. :D

Bad publicity will get you exposure for sure... but your rep is ruined forever.

Shannon

[ShannonCherry]

Tracy,

Thanks for asking.

I typically do a press release a month for clients. For myself, I often do two or three a month!

When you don't have something new to announce, you create news. What I do is piggyback on holidays, seasons and trends. Did you see my post about ugly holiday sweaters using piggybacking [/URL][url]http://thepowerpublicist.com/ugly-christmas-sweaters-can-be-a-publicity-goldmine (http://thepowerpublicist.com/ugly-christmas-sweaters-can-be-a-publicity-goldmine/) That's a good example.

I hate PR Web. I only use it when a clients asks me to. There are several free PR sites that will help you with SEO, which is what PR Web does. It doesn't get you media coverage. The 800 journalists I surveyed think PR Web is full of a bunch of crap.

So where to send it. Ask your target market what media they are consuming and concentrate your efforts there. Then post them on PR Leap, PR Compass and a few more. Just space the posting out every few days.

[David Jackson]

Bad publicity will get you exposure for sure... but your rep is ruined forever.

Actually, people rebound from bad publicity all the time. Kobe Bryant has rebounded nicely from rape accusations. Janet Jackson came back from "Nipplegate." Alex Rodriguez overcame his "steroids" admission. Gary Halbert overcame prison.

President Obama overcame Rev. Wright. Muhammad Ali overcame being labeled a draft dodger. Bill Clinton overcame Monica Lewinski. Hillary Clinton overcame Bill. :D

I could go on and on and on...the point is people overcome bad publicity all the time. It doesn't necessarily have to be a death sentence for your reputation.

David Jackson

[constance]

What are the best sites to submit a press release? Awhile ago, you or someone else listed quite a few of them. Maybe your top 10?

[ShannonCherry]

David,

You actually make my point well. You aren't remembering all the good stuff, but the stuff that gave them bad publicity. And when they die, people will remember it too.

And the MAJOR reason why all these people have bounced back is due to
a good PR person.

[David Jackson]

David,

You actually make my point well. You aren't remembering all the good stuff, but the stuff that gave them bad publicity.

Sherry, I was merely giving examples of the things they had to overcome. When I think about Muhammad Ali, I think about the greatest boxer who ever lived, before I think of anything else.

When I think about Michael Jackson, I think about the greatest entertainer who ever lived, before I think of anything else. When I think about Kobe Bryant, the first thing that comes to mind is his amazing talent.

When I think about the Clintons, I always think about their resiliency, first and foremost. I'm a pretty typical American. We like to forgive and forget.

Am I suggesting that good PR isn't important? No, I'm not. All I'm saying is most people have short memories, when it comes to bad publicity.

David Jackson

[ShannonCherry]

So, here's my question, is it ever worth promoting a non-service based business? Can PR help affiliate sites?

Absolutely. Businesses that sell products are the bread and butter of the economy and frankly is what most people think of as a business. That's why journalists love to do stories on them.

As a a matter of fact, I have several Penny Pinching Publicity members with non-service related businesses. I've had to product selling clients featured on Oprah and one in the New York Times.

As for affiliates, I think this can work as well. If you are someone who positions yourself firmly in a specific niche, there are tons of media opportunities.

I'll be testing this more myself as I am selling affiliate products in niche markets beginning in the new year. I'd be happy to let you know the results.

[ShannonCherry]

Hi Constance.


What are the best sites to submit a press release? Awhile ago, you or someone else listed quite a few of them. Maybe your top 10?

I discuss this on my blog here: http://thepowerpublicist.com/press-release-sites-how-to-really-use-them/

I think it gives a better profile of them and talks about how to use these sites correctly for the best bang for your buck.

[ShannonCherry]

Sherry, I was merely giving examples of the things they had to overcome. When I think about Muhammad Ali, I think about the greatest boxer who ever lived, before I think of anything else.

When I think about Michael Jackson, I think about the greatest entertainer who ever lived, before I think of anything else. When I think about Kobe Bryant, the first thing that comes to mind is his amazing talent.

Am I suggesting that good PR isn't important? No, I'm not. All I'm saying is most people have short memories, when it comes to bad publicity.

David Jackson

Hey David,

But even if the first thing that comes to mind is good, you also think of the bad.

It's not that someone can't recover from bad press. They certainly can and do... your examples prove this very well. However, there is a stigma attached, right?

And my hope is that people will understand that none of these people sought out bad publicity in the hopes of exposure. That certainly is a bad approach.

Shannon

PS- I question if Ali is the greatest boxer ever. He's my favorite too, but he probably wasn't the best. What he was great at doing was using PR and publicity, which is why we remember him so well. ;)

[Regina]

I question if Ali is the greatest boxer ever. He's my favorite too, but he probably wasn't the best. What he was great at doing was using PR and publicity, which is why we remember him so well. ;)
I wonder if a poll was ever taken on this -- like Ali being the greatest at boxing or was he the greatest at PR? Nah - probably not. :)

I will say that was profound how you put it Shannon -- whomever his publicist was/is did a fantastic job.

Therefore my question is, are you saying that consistent (monthly) press releases would be the key to good pr? If not, what is?

BTW, David & Shannon, thanks for the interesting convo ;)

[Ellen C Braun]

As a a matter of fact, I have several Penny Pinching Publicity members with non-service related businesses. I've had to product selling clients featured on Oprah and one in the New York Times.



Shannon, did you really get your clients featured on Oprah?? Who were the clients?? I'd love to get on Oprah!!

Ellen

[ShannonCherry]

Therefore my question is, are you saying that consistent (monthly) press releases would be the key to good pr? If not, what is?

BTW, David & Shannon, thanks for the interesting convo ;)

Well Regina,

PR is more than just press releases. It's about building relationships with your target market(s). So think about other ways you may already be doing that:

ezines
blog posts
social media
speaking at events


But what press releases can do is help all of the other PR methods out there. For example, do you know you can write a press release about a specific topic you are discussing on your blog? If you have a blog editorial calendar, as Lynn suggests, it can be very easy to do!

[ShannonCherry]

Shannon, did you really get your clients featured on Oprah?? Who were the clients?? I'd love to get on Oprah!!

Ellen

Yes Ellen, I've gotten three. Two were on one of the mother of invention shows.

The real question is WHY would you want to be on Oprah? Is her audience your target market? If not, then you are really wasting your time, as you will not make money from it! (Yes, it's true... the Oprah effect really doesn;t happen to everyone!)

[Ellen C Braun]

Hi Shannon,

I believe her target audience is similar to mine- do correct me if I am wrong!

I'm looking for mothers of kids age 2-18 who are in the 26-55 age bracket.

[ShannonCherry]

Hi Shannon,

I believe her target audience is similar to mine- do correct me if I am wrong!

I'm looking for mothers of kids age 2-18 who are in the 26-55 age bracket.

Actually, her target market is much more specific, as I think yours probably is too!

Moms (married, stay at home with little interest to work) with kids in their tweens. Age is 35-43. Average household income: $40,000

[Ellen C Braun]

All right, Shanon- How do I get on Oprah?

How much will it cost? Time and money....

Thanks,

Ellen

[ShannonCherry]

Contact me offlist:

http://cherrycommunications.com/?page_id=14

[Ellen C Braun]

Shel- when I get on Oprah I'll give you a shout out!

Shanon- I got your autoresponder email, and I see your package starts at $6k. I'm not prepared to invest that kind of money as of today. If you have smaller packages (way smaller!) I'd definitely take a look, however, since PR is not currently on my list of upcoming expenses, I'm going to honestly tell you that I won't invest more than a couple of hundred right now.

Best,

Ellen

PS Oprah is retiring next year- gotta move quickly!

[ShannonCherry]

Well Ellen, I understand.

But why wouldn't getting on Oprah, if deemed appropriate for you, be worth that much or more?

What did you really think access to top contacts would be valued at? A good PR person cultivates contacts and maintains relationships, not just slap a press release out to a million media email addresses. It's about selling the client to top national media using the developed relationships.

[ShannonCherry]

Oh yeah. My guess about Oprah is that this incarnation of her show is retiring. Look to see her in a different format within 3 years. Mark my words.

[Ellen C Braun]

Shannon, 6K and more would definitely be worthwhile to get onto Oprah.

I will PM you!