Category

Guide to PR

How to Score Big With Your Next Press Release

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. The adage that “PR builds brands and advertising defends them” is truer than ever. More than at any other point in history, people want to know what other people--neutral third parties--think about a company before considering what a company says about itself. Social media has opened the floodgates to third-party recommendations, and journalists, whether bloggers, reporters, or reviewers, hold as much sway as social likes and follows. A thumbs up from a respected publication can give a huge boost to brand awareness and sales. The press...
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What is a Media Database?

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Public relations is all about getting press coverage for your company and product, and managing press relationships when good news and bad news happens. With the proliferation of media outlets, knowing who is writing about your industry or business can be extremely challenging. Media database platforms (Cision, Meltwater, Muck Rack) have been created to help. These are platforms that include a database of multiple types of “influencers”--journalists, bloggers, analysts, columnists and more and the “beats” or markets that they cover. Features vary from platform to platform,...
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How and When to Use a Wire Service

This blog post is part of “The Ultimate Guide to Public Relations” blog series. Press release wire services have traditionally been the go-to channel for widespread press release distribution to search engines, top publications, and national newsrooms. The largest service providers for wire releases include PRWeb, PRNewswire, BusinessWire, and MarketWired. What to Expect from a Wire Service In terms of cost, wire releases can run from around $100 - $1,000, depending on the level of distribution and features that you’re looking for. There is a nice sweet spot in the $250-$350 range that should serve the majority of people’s needs....
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5 Reasons Not to Issue a Press Release

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Companies often issue press releases that should not be released--either because the news is not really news, or because a wire service is not the best way to reach actual journalists and other influencers. There are plenty of reasons to make an announcement through a press release, the primary one being that you have genuine news that people want to know about. Why would someone announce something that isn’t news? Well, first of all, many company leaders are confused about what is and isn’t news. Secondly,...
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How to Get Your News Covered–Make Sure It’s News

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Perhaps the most important part of a successful PR campaign is to start with real news. This is a big deal. One of the biggest mistakes we see is new companies, or companies with new products, simply announcing the release of a new product that claims to disrupt the status quo. As PR News instructs, “Don’t say what you’re offering is newsworthy. Show that it is.” Choose Your News Wisely Announcing a new company or product and claiming that it will change the world is not...
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Why You Should Hire an Agency for PR (because it has a secret weapon)

This blog post is part of “The Ultimate Guide to Public Relations” blog series. A common request we get from companies is to help with public relations–getting the business talked about among influential journalists and bloggers in their industries. Many wonder if they need to work with an agency anymore. It’s a good question. Lots of companies (and athletes and politicians) simply issue their news announcements on their websites and through social media accounts.

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5 Things to Look for When Hiring a PR Agency

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Public relations has changed a great deal in the digital era. Prior to ubiquitous and mobile Internet access, PR agencies were a businesses gateway to media, and media was more in the form of print publications with rigid daily, weekly, or monthly schedules. PR firms would help companies connect with editors and journalists and develop stories for publication. Now, news happens fast and spreads faster. Big companies and big brands with huge followings can Tweet and email their news to legions of followers (and journalists) with...
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How to Use HARO to Get Media Coverage

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HARO, which stands for Help A Reporter Out, is a free program run by media database giant Cision that reverses the traditional PR relationship. While Cision’s stalwart media database gives PR pros access to journalists and publications in order to build lists to pitch stories, HARO allows journalists to pitch PR pros and marketers with queries.

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