Carson and Company

Your pr marketing strategy should include a series of press releases each month. So what is the total number of press releases to send per month? We recommend at least three per month. You don’t want to issue the same release every other week, but rather find a new angle, or create new releases each week.

We do not recommend flooding the media with dozens of press releases, especially if they are not newsworthy. That will get you negative publicity and probably be recognized as a pest to the media.

Your pr marketing strategies should outline for your pr clients a series of releases to meet the objectives of your publicity campaign. For example, if a pr client is introducing a new product, that warrants a press release. When the product has an impact, or makes an improvement to something, this can be another press release. Basically, follow through with the first press release to see how you can continue to get media attention. Reporters and publishers need good content and stories for their readers, so when writing your pr clients press releases, give them solid information that will want readers to learn more.

Keep away from “sales writing”. Press releases need to be informative, give features as to why the product or service was developed. Tell how it will affect the market, or industry. That is what reporters are looking for in their publications.

If you need help in getting your pr marketing strategy, or publicity campaign in gear, give us a call. We have the contact and expertise to get you noticed. Make the call; it can be the step you take that advances you ahead of the competition.

With all the activity and “publicity” that business blogging has received this past year, pr clients, and publicity professionals are clamoring to get a blog site for themselves and companies. Is having a business blog the best choice or just a publicity campaign the way to go?

Good question, but there isn’t one answer. First you need to do some soul searching about what it is you are trying to achieve. If you are a pr client that has a product to launch, or a service to promote, then a publicity campaign is what you need. With that said, let’s back up a second. Keeping in mind that publicity press releases are good, an article is best. Look at your pr marketing strategies that you are developing. While you may not get an article in a publication, or it may be a few months before that reporter gets your article published, then consider incorporating a business blog site to further the exposure. The blog will also get you noticed sooner. And you have more control as to what can be said. Unlike an ad, you don’t want your business blog site to be all commercial. Keep to the facts, make it interesting and give some examples as to why this new product can improve things like a person’s lifestyle, or a company’s profits. Basically, make it productive, not a sales pitch.

This brings us back to creating a solid pr marketing strategy for your pr client, or company. Make sure that your pr marketing strategies include a well-planned publicity campaign. This should consist of a business blog, a promotional program, a series of press releases and an article that can be submitted to reporters, editors and publishers in your industry. I read an article called “Is your press release passive?” Other tips on good pr writing can be found at their main site. This touches on a few important issues in writing releases. This can also be a simple guide in writing your blog for that new product or service.

So what have you learned in this blog? Hopefully that a business blog is as important as your publicity campaign. Ok, I need to now explain that just having a blog on the web doesn’t get you noticed. It requires a lot of backend marketing. A couple of years ago, a simple blog site was all you needed and it got a lot of attention. Today, you need to market your business blog site. That brings me to our company, Carson Marketing, Inc. We can market your business blog site. If you do not have a business blog, then we can help put your company into the blog sphere so that you get noticed. Give us a call. We’re just 10 numbers away at 949-477-9400 to making you a successful blogger.

“Do a press release on the expansion of our company, and another on the new products we offer”. If this is what you think is a pr marketing strategy then get ready”to-fail”.

The reason to do press releases is to enhance an already existing publicity campaign. Just as a pr client would not produce one item or two and think they will sell millions and become rich…with very few exceptions, this isn’t how to run a business. Neither is it right to have a pr marketing strategy be a once or twice a season of submitting press releases.

If you want to get noticed, or be along the same playing field (in pr terms I mean) with your competitors, then you need a solid pr marketing strategy. To create a pr marketing strategy you should include a lot of press releases, a press kit to be distributed at trade shows, promotional programs (these could be charity related, community projects, sponsorship of events, etc), articles for publication, get into the social media network, start blogging about your company, and many other campaign elements.

It seems that pr clients think of sending a press release to keep costs down, when in reality it can cost you more because the release may or may not get published, or posted online at Yahoo News, then what do you do? Send another press release? Yes, but it should be part of your overall pr marketing strategy. Follow up with related articles for submission, comparisons to show how your new product changes what was to how it makes things better, or more profitable. Getting your company name in front of potential customers is another part of a good pr marketing strategy. Again, it is only part of the overall campaign. Try contacting other related businesses, ask if they would participate with your company by creating an event, or develop an awareness campaign by co-sponsoring an existing event. These can be local, regional, or national, all depending on your objective that is in your Marketing Plan. What? You don’t have a marketing plan. Then maybe you need to get it all together now, while the year is still new and help your company survive with a smart marketing plan. Need help? Give me a call, at 949-477-9400. I’ll make sure you have the campaign to get your company to the next level, and be successful this year.

It is now a new year, yet I see pr clients, manufacturers, and companies still submitting press releases that are written for them, not for the media.

It is not rocket science, but it does take a flare and talent to write a press release that the media will publish. A few common mistakes when writing a press release: Headlines are too long and do not say what the news is about, it doesn’t announce the main objective of the release; another point, the body of the releases usually are written as if it is a newsletter, or boasting how great the company is and forgets to address the issue at hand. Then the poorly written release doesn’t tell you whom to contact, instead directs you to their site, or gives a general phone number to call.

A good release should have a strong headline, announce in the first sentence what you want the reader to know. Remember, each publication has readers; it is up to the editors, reporters to have interesting articles and information that keeps readers subscribing. This is true of any newspaper or magazine, or online media news. Knowing this, you should identify the audience of the publication you are submitting the release, and then fine-tune the information to fit that readers profile. Speak to them, not at them.

If you are a PR Client that tells their PR Agency, or your internal publicity writer how to create the press release, then you are doing more harm than good for your company. PR Clients need to let the professionals do their job. The president or CEO of a company should check the releases for accuracy, but not dictate how to write the release.

Many web sites are available to teach the basics of writing releases. If you Google the words “write press releases” a list of sites will appear. This is a good place to start. Some other free sites that offer information are New Venture Publishing, PR Web, and a Publicity Insider and many others.

Now it’s time to start the year in the right direction of writing and submitting good press releases. If you are in need of some help with your publicity campaign, or need writing help, give us a call. We will make you look and sound great!

The Internet is constantly moving fast forward, and your pr marketing strategies need to keep the pace.

If you are an aggressive pr client, or publicity professional, then you are probably a savvy Internet person that knows the power it offers. But are you aware of social media? Do you understand how to use this media? Are you prepared to get into the hottest next media? If you answered yes, then Podcasting needs to be part of your pr marketing strategy. The word podcast is made from two words, “iPod” and “broadcast“.

Not all web sites are created equal. Those that know web marketing, like Carson Marketing Inc, understand the power a blog site has and when you add podcasting, it brings a new dimension to the Internet. If you are a pr client and your ad agency or public relations service agency doesn’t recommend your company to have a blog site, then it’s time to look for another marketing agency. Why? Becasue you are then missing out on increasing your company’s position in the market. In order to increase sales, you need to get more visible. You need to tell the story about the company, its services and products. The most cost effective way to do this is with a blog site and podcasting. Unlike ads in a publication, or press releases, blogs can be controlled and changed daily. This keeps the information fresh and current to perspective customers.

Isn’t it time your company sets the pace in your industry? If you want to be the leader, then start a professional blog site that is well supported with qualified marketers who can get you noticed. Call George Carson at 949-477-9400.

Build a solid database for reporters and other media

Do you have a customized media list to distribute your press releases? Are you using a public relations agency, or do you submit your press releases through a PR distribution service?

It doesn’t matter what method you use, what matters is your publicity release or article reaches the reporters or editors that relate best to your industry. You need to target the right media. Using a general, catch-all list will not help your publicity campaign move forward. So what is the solution to reaching the right media?

I read an article called “Guide to Creating a Media List for Your PR” that has many of the answers.

If you don’t get a chance to read the article, I’ll give you a short review of what that author suggests.

1- Purchase a list.  There are companies that provide media lists for sale. You can start looking at Bulldog Reporter’s Media Base, or PR Essentials Company. Another well-known name in publicity services is BurrellesLuce.

2- Distribution Service. Several companies provide distribution of press releases. A few of them are: PRWeb, although a free service, to get full distribution, you will need to subscribe or upgrade from free to fee. eReleases and Advanced-PR are two other companies to consider. Each charges a fee. Another public relations service for distribution is 24-7 Press Release. They also have a fee.

3- Create your own custom list. This is good for pr clients or small pr firms that need to distribute locally, or in limited industries. Try NewsDirectory.com, or Yahoo! News Directory.

If you want to really get noticed, then you need to do more than just send out a press release or two. It requires an on-going effort. It requires hiring a public relations service company who can develop, write and distribute a full campaign. Did I mention that’s what we do? We are here to help you meet your publicity goals. Call George Carson today. He’ll get you noticed!

Direct mail is a very competitive. And if you are selling a service, a direct mail campaign needs to stand out and be compelling. You can do traditional mailings using a fancy postcard, or a letter. That is one way, but it will get lost with all the other mailers. If you hire a publicity agency in Orange County, or find a national publicity agency, you might get some very creative shop that wants to develop a mail campaign with a gimmick. For example if you are a financial advisor the public relations agency might mail a small baseball bat in a box with a clever headline that reads “We Hit Home Runs For Our Clients”, or “How NOT to strike out in Retirement”. Although these concepts might win awards at a banquet for publicity Orange County agencies, it isn’t going to bring customers to the client.

You might even try some publicity techniques. Get articles or press releases written about the unique direct mail campaign. But are these really going to get you customers? Maybe, but it isn’t going to make you stand out. So what will? And how do you create a campaign that gets results?

There are several things you can do. One for example is to send prospects and current customers an email video. Yes, a video. This is just one example of being creative in a different and less costly venture than mailing the baseball bat.

I am not against direct mail campaigns. They should be part of your overall campaign. When you include a video with your mail campaign, you now have set your company apart from the masses. Plus, you will have a different perspective by the viewer. No longer do you need to rely on that single sheet to tell your story, but you can tell it on video.

Just remember to keep it short. These are sales tools, not feature films. Your potential customer will watch the video, if short, and will listen if the information is both entertaining and factual. Here are some sites to learn more about sending email videos: Image Mind, if you use Outlook 2003 try this link, Google has a list of many email video companies to consider.

If all else fails, give us a call. We’re here to make great things happen for your company.

To achieve any publicity exposure you need to have something that is more than unique, and more than newsworthy, right? Well, that’s all we hear from the media. If it isn’t newsy, or has a great angle to it, or national in scope, your press release for that pr client just might not get much exposure.

Creating a campaign for a pr client needs to be a well orchestrated campaign. One that includes all forms of media: print, broadcast, as well as the Internet. I have addressed this issue several times, but it still remains a mystery to me that pr agencies, for the most part, are not using all the resources. Maybe it is the unfamiliar area cyberspace pr that is not understood.

Even with the vast exposure and opportunities the Internet provides, pr clients are still faced with high costs to get listed on Google News, Yahoo News, or other business news formats on the web. Our agency have been using as much of the tools available when necessary. We are budget conscious as well. Not all pr clients can afford to have a press release or campaign reach all the news opportunities. It just isn’t realistic for anyone’s budget.

Which brings me to my reason for writing this blog. Recently, April 19 to be more specific, we submitted a release that now has been posted on Google News (as of April 26). It is for one of our pr clients who wrote a book. You now think, oh yeah, well a book, that is going to get exposure. Not true. It depends on the topic. In our case, the client wrote a book to help companies in HR find and secure the right people in their company. Not exactly a coffee table book, very niche market. But guess what, we got it on Google. And without the high costs usually associated with pr agencies who charge a high monthly fee and might get you some exposure in 3 to 4 months.

There is still room for us who work hard to get the rewards for our clients. Not everyone has million dollar budgets, but it feels good when we get that kind of exposure for our pr clients. Check out some of the different resources the web offers. Such as PRBuzz.com,
or PRWebdirect.com .

We Get Clients Noticed

We are very pleased to annouce that our company has recently added a new client, Extreme Karting. The industry of go-kart racing has matured over the past few years as the sport has attracted all ages.

Today the sport is known as the premier driving experience for those who want to continue their racing careers into other motor sports like Drag Racing, NASCAR, and Oval Track Racing.

One of the reasons why Carson and Company and its pr division, CarsonPR, was chosen to handle the account was for their ability to get to the core of a company’s business and show how to improve profitability without a major increase in spending. In some cases, using the same budget, by re-directing the money to get higher returns.

George Carson, president of the agency, has handled other  "auto racing" pr clients for over 30 years and knows the sport. His ability to use "smart street marketing" has helped companies find their strengths while increasing the bottom line.

“Knowing how to use a budget wisely”, commented Carson, “is one of our business approaches for a successful program”. Our company uses all the different resources and media available to gain favorable publicity. With over 30 years experience in this industry, the agency knows all the different media as well as how to best negotiate for placement of articles and press releases. 

To help you get your next campaign race ready, give George Carson a call at 949-477-9400, before he is contracted by your competition.

See Also

• Get Your Publicity and Advertising into high gear
  The secret to more business without increasing your ad budget

Make your web site a publicity magnet

Do you currently have a web site? Is it attracting clients? What about the media?

If you are ready to launch a new web site, or about to modify your existing site, you need to do these things first!
What I am about to explain, is based on your site being SEO friendly. That means it has been optimized correctly, the use of flash is correctly displayed and that your site is NOT built with frames. Optimizing a site is more than placing a bunch of keywords into your HTML or in your main text. If you are not sure if the site you are about to launch, contact a company who understands web marketing to help you increase the traffic and publicity attention your company needs.

INCOMING LINKS
You have heard this many times before, but building external links is still a high priority with all the major search engines. Make sure the links you setup are with those who have a Page Rank in excess of 3/10.

PRESS RELEASES
I can’t stress enough that this section of your site can be a main channel to the media. Your site should include a "press room". In this area you should place all your press releases that are optimized. Yes, even press releases, articles and short stories about the company need to be optimized. If not, then your pressroom is only another page. Also, be sure to submit the releases to all the appropriate online media. If you need help with your publicity, hire a company that can help you.

PURCHASE TEXT LINKS
Yes, there are times that you need to make some purchases to get the site in a high position and to attract clients/customers. Be wise in your purchase. One company that can help is called text link ads.

LINK EXCHANGE
Another excellent marketing tip. Be sure to get as many relevant links exchanged. Make sure these are companies in your related industry.

BLOG SITE
I cannot say this enough times. A blog "company" site, or a blog site from the CEO, President, or other noteworthy person in your company can be another excellent marketing tool. It does require daily attention. This can be done with the assistance of other staff members of the company that the author can then review the blogs prior to posting.

Want more leads, more traffic? Try these tips and if you really want to jump start a Publicity program, give us a call.

See Also

• Web Marketing for Publicity Awareness
  How to attract the media with your web site