"That's Great PR!" It's a phrase we often use to describe anything from a creative promotion to a newspaper article to a simple gesture of good will. Public relations is many things to many people - and consequently, it's sometimes misunderstood.

One thing public relations is NOT, is advertising, although the two are often confused. Many business owners are not aware of this essential difference and it costs them money, time and resources.

Otherwise savvy marketers have many misconceptions about media and can be unwilling to accept certain realities. Sorry, but a press release is not the same as an ad, the editor has no obligation to print it because you advertise in the paper, and you do not get the opportunity to approve a reporter's copy. There's that pesky First Amendment at work again!

What is the difference between advertising and public relations? They serve the same goals: to position and sell a product, an organization or a concept. But, they use different means to send the message. With advertising, your message is guaranteed to appear in the media you choose, exactly as you want it. You create your ad
and pay for it to be placed. You control the message.

Public relations seeks to interest media in covering your product or service. There are no guarantees that an editor will use your story. But a press release costs far less to create than an ad and can be sent to any number of media outlets. If your release is used, it generates the equivalent of a free ad. And, editorial coverage is more credible.

A press release costs far less to create than an ad and can be sent to any number of media outlets. If your release is used, it generates the equivalent of a free ad. But you can't control the content.

PROMOTING PRODUCT YOU!

You may think that Public Relations is just for moguls and move stars. Wrong! Just about anyone who ever printed up a business card needs to be savvy about public relations and image. Whether you are a struggling entrepreneur, a small business owner, an established professional or a manager in a major corporation, the product is YOU and you need to know how to develop that brand.

Branding is just as important to individuals as it is to big companies. If you are starting out your career or still toiling in the ranks of middle management, don't expect the corporate communications department to promote Product You.

The staff is too busy singing the praises of folks in the corner offices or spinning last quarter's dismal earning record, to announce your promotion to the Wall Street Journal.

How can you promote Product You within a corporate framework or market your business without spending a fortune in fees? Or worse, coming across as a shameless publicity hound?

- State and local business publications and websites
- Trade Publications
- Newsletters of professional organizations
- Your hometown newspapers
- College Alumni magazines
- Hometown newspapers

You can write your own release or hire a professional to do it and to create an e-mail media distribution list for you.

MAKE THE NEWS

First, you need something to publicize. Only Paris Hilton gets coverage for no reason. Editors are quick to spot non-stories, so base your efforts on solid achievements in your field and events that are genuinely newsworthy.

If you have received a promotion, won an account, are establishing a new facility or department, have been elected to office in a professional organization, received an award or are making a speech, that's an occasion for a press release. OK, The New York Times won't print it, but consider who might.

MAKE MEDIA CONTACTS

Send an e-mail to a local business editor, describing your qualifications and suggest that you might be useful as a resource when the paper is covering your particular industry.

SPEAK UP

Learn the art of public speaking and giving an interview. Then arrange to address civic and business groups, participate in radio shows, local TV, etc.

BE PREPARED TO DEAL WITH A CRISIS

Many a career has run aground on the rocks of a major crisis that management did not know how to handle. You should know what to do an event of a crisis such as a scandal, fiscal problems, fire, flood, etc.

THE WRITE STUFF

Trade publications are a great resource that is often neglected. Contact an editor with suggestions for by- lined articles about trends in your field. If writing is not your forte, hire a freelancer to put your ideas and observations into a viable format.

GET READY FOR YOUR CLOSE-UP

Invest in a good headshot taken by a professional photographer and put it in a JPG format to send with your promotional materials and press releases.

LOG ON

Consider launching your own website, blog, e-mail blast or e-newsletter.

WRITE PRESS RELEASES LIKE A PRO

The circular files and virtual Recycle Bins of countless newspapers, provide the final resting place for most press releases. Many are sent but few are chosen. Why? Because most business owners, organizations and yes, even PR firms, don't produce timely, newsworthy and well-written media materials and if they do, they often fail to send them to the right editors.

How can you save your press releases from certain death by delete button? Read on.

CREATE A PRESS LIST. Determine what papers, radio/cable stations, and web sites might be interested in your release. Decide which editors you will address - business, lifestyle, community, etc. Find out how they want to receive information and how far in advance. E-mail, snail mail or fax. Do not send all releases to all editors. For example, a personnel announcement shouldn't go to the lifestyle editor.

WRITE LIKE A PRO. This is not the time to get creative and crazy. Press releases are most effective when they address the facts right in the beginning. This known as the lead and it should be your first paragraph.

Who
What
When
Where
Why

NEATNESS COUNTS. Releases should be formatted correctly. They should be grammatically correct, properly punctuated and carefully proofed. Be consistent in terminology and abbreviations.

Heading: your logo, name, address, phone, E-mail, and website addresses.

Contact: Upper left hand corner - your name, title, phone and e-mail and website if you have one. You don't need to add "For Immediate Release."

Headline: Brief Summary of what release is about:
ABC ARCHITECTURE WINS MAJOR HOTEL CONTRACT

Subhead: Expand on the topic: Princeton Firm Will Design and Build New Hilton Hotel on Route One

Dateline: The location from which you are sending the release and the date you are sending it. PRINCETON, NJ, September 14

LEAD PARAGRAPH. Give major aspects of the project: ABC Architecture will design and build a new, four-star Hilton Hotel on Route One in Princeton. The 300-room property, to be known as the Princeton Hilton, will include 300 guestrooms, two restaurants, a purpose-built conference center and parking for 800 cars. The project should be completed in June of 2011.

The next paragraph should give a brief description of your business. ABC Architects is a Princeton- based architectural firm specializing in mixed-use hotel, office and shopping complexes. Recent projects in Central New Jersey include....

Continue with more details of the project and the firm's approach to it. Your final paragraph should be a standard "Boilerplate" copy that gives a brief description of the business, your location, and contact information.

TIMING IS EVERYTHING. The best-written press release will go nowhere if it is not timely. Editors want news while it's news, not history. This is especially important if you are planning an event. Six weeks in advance is not too soon to plan for this.

PITCH, PITCH, PITCH

Persuading the Media to
Cover Your Business

Now that you know how to create effective press releases, the next step is learning perfect "Pitch." That's Spin Doctor speak for contacting media representatives and persuading them to feature your story.

CONTACT THE RIGHT EDITOR. Before you pitch, make sure the subject matter will be of interest to a particular editor. Find out what each editor covers and figure out what would interest him or her and WHY it pertains to their particular beat.

GET ON MESSAGE AND STAY THERE. Stick to the core message outlined in your release. Unless the editor suggests a different angle, it's best not to switch to another topic.

DO NOT CALL AND ASK IF THE EDITOR RECEIVED YOUR RELEASE. This is absolutely the biggest NO NO in the PR industry and it is amazing how many people still do it!

BE CONSIDERATE AND RESPECTFUL. Editors and reporters receive hundreds of e-mails and they are not sitting there with bated breath expecting your call. If the reporter answers, the first thing you should ask is "Is this a good time?" This shows respect for the reporter's time and professionalism.

DON'T ASK FOR COVERAGE PAST THE DEADLINE. Media outlets have deadlines for a reason. If you haven't provided information in a timely fashion, don't expect an editor to make an exception.

DO NOT SAY THAT YOU ARE AN ADVERTISER AND THEREFORE EXPECT COVERAGE. This is the kiss of death. It is not ethical journalistic practice to provide editorial coverage in exchange for advertising. You can negotiate an "Advertorial" as part of your advertising package, but it will be labeled as such. Above all, do not threaten to pull your advertising in the face of no coverage or what you perceive as negative coverage.

FORGET ENTITLEMENTS. You, your business or your organization are not entitled to news coverage. It is not the reporter's duty to promote your charitable event, art exhibit, new product or service.

For more information about how Great PR! can promote Product You, go to www.annesweeneypr.com.

To subscribe to our Spin Newsletter, with great advice on maketing, promotions, crisis management and more, send us an e-mail at aspubrel@aol.com and put Spin in the subject line.

There's no need to wait until you have more time and more money to invest in marketing your products and services. Write for You offers professional communications services for businesses, organizations and individuals --at very competitive rates.

We offer one-stop shopping at our site. If your business needs a press release or an e-mail newsletter to promote a product or service, we can not only create that piece but distribute it by fax and e-mail to the appropriate media outlets in the area.

Write For You offers cost-effective, targeted communications that include

* Web Copy
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Write For You draws on a team of talented, professional communicators with experience in the fields of aviation, travel and hospitality, food and wine, retail sales, finance, health care, human resources and publishing.

For more information, check out our website www.annesweeneypr.com.