Know-How Exchange : Advertising/PR

PR services can help. So can listing your product with companies like Kelly.

If you email me I will send you a ebook i downloaded on writing press releases.

Hey Jo:

PR is tricky. You have to sit down and devise a very targeted plan. Unless you have a huge budget and/or lots of resources... throwing out a big net and hoping to catch something just won't work.

If it was my budget I would engage in a firm/consultant that can set you up with some infrastructure. That is the who, what, where contacts. Segment down who you want to pick up your release, which analysts you want to be targeting, which publications you want to be seen in. There are software programs out there that can seek out that information and get the contact info you need.

Once you have your plan and your contacts in place, you need to build relationships. Also, do not rely solely on a wire service to distribute your releases. Create a targeted list and also send those contacts your releases directly.

And lastly... ALWAYS be relevant to your targeted list. So for example, if I sell financial software, do not send my releases to a publication or analysts that covers pharmacy.

To build up your numbers you need to either hire someone to do the relationship building or get on the phone/email/trade shows, etc. Unfortunately there is no quick fix to this dilemma.

T.

Hi Jo-

Get your hands on a Bacon's Computer & Hi-Tech Media Directory. This gives you a listing of all the computer & hi-tech print and broadcast publications/media. Within it's listings, you will find their profile, circulation, and most importantly editorial contacts.

Once you get the book or CD, create your own database and send them your press release. Now you MUST follow up with them. The book gives you their names and phone numbers, so call and introduce yourself. Tell them that you sent the press release and want to make sure they received it and answer any questions. By doing this, you will get to know the "who's who" in the industry and they will know you. Then in the future, when you send them press releases, they will pay attention. It works!

If you need info on the Bacon's directory, the address is www.bacons.com. It's a bit spendy, but worth its weight in gold! If you need additional help, feel free to contact me off-line.

Good luck!
Jeff