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Come work in an atmosphere that contributes to the success of the young work-at-home Mom, as well as the seasoned corporate worker-turned-entrepreneur, or the retiree venturing into online business as a supplemental income choice.
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PRIVACY
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Disclaimer:
The information on these pages is meant for informational purposes only. Anyone contemplating starting a business should be aware that laws and regulations differ from place to place and year to year. To insure that your business will/is operating within legal limits of the physical area in which you operate, or on the Internet, we strongly urge you to consult an attorney, a tax specialist, and your insurance agent. Opinions stated in articles on these pages are the personal opinions of the writers, and not to be considered a guarantee of success in a business venture or as definitive expert opinions. Creative Enterprises is not responsible for any financial loss incurred in business start-up ventures or through personal dealings with any of our member businesses. Individual members are responsible for their own operations and business decisons, and are liable for their own customer service and satisfaction. Entrepreneurs are responsible for researching any business opportunities, possible expenditures associated with thoseopportunities, and legal and tax requirements. Purchases of products or programs offered through links on this site are the responsibility of the buyer alone. Although we do our best to confirm the legitimacy of products and vendors, buyers are responsible for and strongly encouraged to do their own investigation before making purchases. All information, graphics, text, and design elements on this site are the intellectual property of Creative Enterprises unless otherwise stated.
©1998-2010 Creative Enterprises
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The News Release --
Like Medicine, It's Not To Be Taken Lightly
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© 2002-2009Carol Auclair Daly
Clients like news releases. Editors and reporters don't. Why? Because they receive as many in the course of a day as you receive spam in your e-mail! But still, I write them for clients all the time. I have an advantage in that area, having also been on the other end of the news release at one time. I remember the things that caught my eye. I also remember the criteria for turning a news release into a piece of wadded up paper in the trash! If you want your release to have a chance of being noticed, listen up.
The prime thing to remember is the phrase, "VIVA LA DIFFERENCE." You need to dazzle a journalist with what makes YOU and YOUR BUSINESS different from thousands of others that he could write about. And what makes your information "special" enough to keep it out of the trash?
You need to call attention to yourself in a way that catches their eye first, then holds their attention long enough for them to realize that there may be a story in it for them. And you only have about the time it takes for them to read the first paragraph.
While you want to appear professional and organized, writing a news release that says "professional and organized" isn't going to get you any publicity -- lots of businesses are professional and organized. What's new and different about you? What makes YOU 21st century . . . ahead of the pack? What's going on in your industry right now that you can take advantage of and use to get some publicity? Can you add humor or "tips" to make it newsworthy and give it pizzazz or purpose?
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It takes a lot to impress a news reporter or editor. They've already seen and heard it all!
We all think our stories, products, businesses, etc., are unique -- but generally speaking, they're not. There's almost always someone else who's "been there and done that." So what's an entrepreneur to do to get some free PR?
Put a spin on the old tried and true . . . do something different and daring (not TOO daring!) . . . and find a way to make yourself and/or your business the hottest thing out there.
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Also, don't over-use PR. Nothing turns off reporters more than the person who clutters their desk with a new release every week. Wait for the opportune time, which by the way, is NOT to announce the launching of your web site. That was news years ago. Now it's routine in the business world, even if it is a new concept for you. Things that may work for you: a seasonal message that you can impart (news release in the guise of an article); a major change of some sort in your company focus or administration; development of a unique, new product and how it will benefit the consumer; expanded services that make you stand out from the crowd in your industry; volunteerism -- "local company volunteers to paint home for elderly hurricane victim" -- something that makes it "NEWS" as opposed to "looking for a free ad".
We're all looking for free advertising and reporters know that. But remember, newspapers aren't in business to give away advertising. Newspapers exist on paid advertising fees. So when we "push it" by being obvious in our attempt to get free ads, they lose interest and may actually decide that you have nothing at all to say that they want to hear -- ever. That's when your releases start to the hit the trash almost before they get out of the envelope.
And a little tip on news protocol -- this is just a technical terminology thing that most reporters ignore. But the purists out there, who just can't get beyond their broadcast journalism training, prefer the term "News Release" as opposed to "Press Release." So in order to play up to those stuck in that particular rut, always put "News Release" at the top of your copy, instead of "Press Release." Newspaper reporters won't care either way as a rule; but TV, radio, etc. -- they consider themselves news broadcasters, not "press." And since they hold the fate of your news release in their hands, you'll want to go ahead and play that little ego game.
My final suggestion: don't put all your eggs in the News Release basket. There are many effective ways of calling attention to your business. How can I write releases for my clients when I feel that way? Because sometimes they work very, very well; but it's a rare instance when a News Release captures the elusive heart of an editor. If you're going to use them, use them with discretion and objectivity.
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