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Public Relations and Marketing
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What are your marketing and public relations resources?
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A well-rounded marketing plan, like other plans, will use the “best practices” of everyone. The PR and Marketing Guide published by the National Exchange Club is a good start, and, hopefully, this e-newsletter gives you some ideas. But don’t be afraid to use other venues as well. If you Google “PR and Marketing” on the internet, you get about 77 million hits. Refining the search for not-for-profits reduces that to about 19 million. The point is to look for ideas that will help your club develop and implement a plan that makes you stand out from the crowd. Craft your message—who are you and who do you help? How do the services that Exchange provides improve the quality of life in your community? Don’t be afraid to go outside of the Exchange Club box, after all, you’re competing with organiza tions of all types for that valuable media spot!
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Now, more than ever, America needs Exchange! Stand up with Exchange is back—January 1 thru March 31!
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Check with the billboard com pany that serves your area. Not all billboards are sold every month—you can tell these by the out of date information on the board or boards that are just blank. See if they would be willing to post an Exchange billboard (available from the supply department) when they have un-sold space available. You’ll need to know the size and type of board when you make your order as more com panies go to vinyl. Be sure to send the company a thank-you!
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Etiquette secrets to help you work with the press
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· Don’t call to “see if they got your release”
· Plan your call around their deadlines
· Don’t start making your pitch right away
· It’s ok to make your pitch to the voice mail
· Don’t read from a script! - Practice your pitch
· Give them a story, not an advertisement
· Follow up immediately—have a press kit ready to send
· Call again—unlike the press release, it’s ok to follow up on the press kit.
From PublicityInsider.com
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If you worship at the shrine of the press release, it’s time to rearrange your priorities!
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In an article for All About Public Relations, Bill Stoller, a publicity insider writes that a “presser” should be the last thing that you think about. Stoller cites four things that are more important than a press release in generating publicity: 1) A newsworthy story; 2) Learning to think like an editor; 3) Relevance; and 4) Persis tence. Let’s take a look:
We’ve already discussed how important it is to make sure your story is newsworthy—remember the canned food pyramid for the food pantry? What’s important, what will give you that edge over the other stories is how you present your event. Give the editor what they want in the way that they want it and you’re off to a great start. Try to look at your story through the editor’s eyes. Step back for a minute and be objective—remember, the editor gets bombarded with tons of stories and has a limited amount of space. Stoller sug gests putting your story in one of four categories: No Dice (not newsworthy, too common, boring); Inside Stuff (not attractive enough to a general audience); Getting There (potential, but not enough meat); and Stop the Presses (Meaty, hearty news that journalists eat up).
Bill Stoller is the founder and publisher of Free Publicity, The Newsletter For PR Hungry Businesses. A twenty year public relations veteran, Bill teaches entrepreneurs and small businesses how to achieve maximum publicity with minimal investment.
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We know that your time is valuable and that you receive plenty of Exchange Club information. We hope that you’ll find this e-newsletter useful and worth the trouble. If, however, you really want to remove your name from the distribution list, click here.
Questions or comments? E-mail us at dgkochcpa@adams.net or call (217) 224-8484
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