• Company Fact Sheet
• Backgrounder
• Biography
• Testimonials
• Publicity reprints
• Your most recent press release

I. Fact Sheet

Description of company, when you were founded, company history

Description of key products and services

Listing of special achievements / awards

Listing of company headquarters address and contact information (Website, etc.)

Number of employees

Listing of all locations

II. Company Backgrounder

Depending on the other press materials, this information can include in-depth industry information (especially for a new or rapidly changing industry), or more information on the company or its origins. A backgrounder is basically a history of the business.

III. Biographies

Biographies provide the media with additional information about key personnel. The CEO/President and other media contacts or key individuals should have biographies.

This information should be no more than one page. A comprehensive bio includes:

Name, title, list of responsibilities

Education

Awards

Professional affiliations

Community involvement

Personal information (optional)

IV. Testimonials

Ask every satisfied client for a testimonial. Most are happy to oblige. Be sure and use them.

V. Publicity Reprints

Include your most recent news items. All items, no matter how small, should be copied and kept in a clip book for future use. Or, put your book in your office lobby for clients and prospects to look through while they’re waiting to see you.

VI. Press Release

You can also include a press release on a current “hot” product/service, to provide a possible angle for the media.

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Years later I was relaying this story to a friend of mine — a very famous publicist/manager who had managed Jones’ career in those days. He told me this: at Jones’ very first concert, this very famous publicist/manager paid 10 girls $50 each to throw underwear on stage. Tom’s very successful career and image were made for $500.

So, Just what is image?

Image is your wardrobe, grooming, and nonverbal communication. Combined, these factors can make you stand out as competent, knowledgeable, elegant, gracious, powerful, or anything else you choose to communicate. It’s about communication and connections and it plays a huge role in who is successful and who isn’t. People want to do business with other successful people. So you need to look the part. And act it.

In this economic downturn, people are still spending, but thinking twice as long about whom they do business with. So, you have to stand out—in person and online. People must see you as confident, competent, and, most importantly, their trusted expert.

In a face-to-face encounter — whether at a networking event, a business meeting, or a dinner party, consider the following:

• 7% of others’ judgment comes from the words you use.
• 38% comes from the vocal tone and inflection you use.
• 55% of the message transmitted comes from your appearance and body language.
• More than half comes from the image you’re projecting at the moment.

As our mothers told us, you never get a second chance to make a first impression. Do it right. Your image also tells potential clients who you are, who your company is, and what you stand for. And this image speaks volumes about what your customers can expect from you.

The goal is, of course, to create an image that causes prospective clients and customers to follow and do business with you.  And, be assured, image is reality. It is the first component people see when they are introduced to you whether in person, online, or in a photo.

In closing, remember this: branding is about other people’s perceptions of you. You have the power to control these perceptions with your actions and presentation. Just like Tom Jones.

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1. Always contact the reporter/writer/editor who deals specifically with what your press release, advisory, pitch, etc. talks about. Read his or her last few articles to determine what their beat is. You’ll also need to know how they like to be contacted — email, fax, snail mail. You can usually find out who the right person is through the company’s Web site. They often list their emails so you can contact them directly. If the email is not listed, you can usually guess at it, or call and find out. Just NEVER email or call blind.

2. Once you have this information, you’re ready to send your pitch and/or call the journalist. When calling someone in the media, your first four words should be: Are you on deadline? Then you’re ready to proceed with the conversation. Make it brief and to the point.

3. A site where you can locate contacts free. http://dir.yahoo.com/news_and_media/.

4. You’ll also want to connect with journalists, editors and producers on Twitter. Start following those who cover your industry so they will get to know you, and you them. Find them at: MediaOnTwitter.com and TwitteringJournalists.com. Start following those at outlets you know writes about your industry. Get to know them and let them get to know you.

5. More tips and tricks:

• Blog – your blog is your own media outlet. Share everything you can think of about your industry, passion, company, products and services. Don’t make it too commercial, or nobody will care.

• Meet & Greet – seek out journalists at conferences and events. Attend networking events in your area that journalists are known to attend. Don’t attend to pitch them a story, attend to meet them. I simply invite them for lunch or drinks. A good way to get to know the media in a casual setting.

• Don’t send out news releases unless they’re newsworthy. This might not sound like advice on how to increase your coverage, but it is. If you send junk to journalists, they remember. When you have something newsworthy to share, they wont’ see it (because you’re on their spam list or they’ve marked you as a person to ignore).

• Most Importantly — Whether you’re pitching a story on the phone, via Twitter, via a press release, or over lunch, make sure you’ve got the right outlet and contact name. Don’t waste your time pitching an outlet that’s never going to cover your news. The L.A. Times doesn’t care that you launched the latest version of your accounting software or that you’ve just celebrated your 10^th anniversary in business, but your local newspaper will.

These are just a few of the tips and tricks that can help you maneuver the sometimes difficult field of PR and publicity for your business. When you understand the who (the journalist), the what (your news), the where (your place of business), the when (when is it happening?) and the how (how do they want to be pitched?), you’re on your way to becoming your very own PR firm.

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2.    Internet Public Library — http://www.ipl.org/div/news — Searchable newspapers directory of popular magazines and newspapers organized by their respective subject area or geographic focus. Each individual listing includes a brief description of the outlet’s coverage area, along with a link to their website.

3.    Yahoo! — http://www.dir.yahoo.com/news_and_media Browse newspapers, magazines, radio and TV, and other news sources by subject, type, region.

4.    U.S. Newspaper List — –U.S. Newspaper List — http://www.usnpl.com Links to newspapers and TV.

5.    News & Newspapers Online — http://library.uncg.edu/news – Lists hundreds of news resources from around the world that offer free access to current, general interest, full-text news.

6.    Newspapers Worldwide — http://www.refdesk.com/paper.html — A comprehensive listing of world newspapers.

7.    NewsLink – http://www.newslink.org — Offers links to U.S. and foreign newspapers, magazines, radio and TV.

8.    HARO (Help A Reporter Out) –  http://www.haro.com — A free service that connects journalists with expert sources. There are three emails a day, which includes reporter queries that you can respond to if you are a fit for their story.

9.    TradePub — http://www.tradepub.com — works with business and trade magazine publishers to market free subscriptions to qualified professionals. This is your one-stop-shop for subscribing to a wide-range of free business and trade publications of interest to you. It’s also a great place to find outlets you’ll want to add to your media list.

10. RefDesk — http://www.refdesk.com/paper.html — A comprehensive listing of world newspapers.

11. Regator — http://www.regator.com — This sites posts the best blog posts. Good for finding the most relevant posts on whatever subject related to your biz.

12. Technorati — http://www.technorati.com –  a blog search engine. You can use it to search for blog posts on any subject.

13. Alltop — http://www.alltop.com — You’ll find all the top blogs on any particular subject you’re looking for. This helps you identify bloggers and to keep up with current trends in your industry.

14. MediaOnTwitter.com and TwitteringJournalists.com — Journalists who Twitter.

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2.Read financial publications daily.
Every day statistics change. Stocks go up or down. Interest rates fluctuate or threaten to. Consider ways you can use this info for a news angle.

3.Listen to questions your clients and customers ask you. There might be a trend starting.

4.Think about your organization and what makes it important to someone else.
Don’t just think of why it should be important.

5.Consider how the reader’s life will be changed or improved by your product or service.
You want to leave the reader feeling like they need to act on the info you’ve presented.

6.To tell a good story, first you have to do something newsworthy.
You and your organization make news more often than you realize. You understand you business more intimately than anyone, which gives you a better perspective on your market. The hurdle likes in your ability to recognize what makes a story and who the most appropriate journalists are to tell that story.

7.Read trade publications to spot industry trends. What is the buzz in your trade pubs? What are new developments in your field? Use your access to this information to shape a story.

8.Find story ideas in the course of your daily routine.
Keep a notebook and pay attention to story-worthy events that pop up in the course of your day. You’ll be surprised at how many arise.

9.Listen to comedians on radio and TV for inspiration.
Comedians and late night talk show hosts have their fingers on the pulse of trends to which everyone can relate.

10.Work with the calendar.
Have you noticed that weight loss articles fill newspapers and magazines every January and tax tips in March? Editors have a pressing need for timely stories, but demand fresh twists that are relevant to their audiences. A top ten list of tips is always welcome.

11.Work with holidays.
Create a story angle by tying in with regular holidays or with a holiday you find in Chase’s Directory of Events — chases.com. You can even make up your own special day and get publicity for it. Mayors will sometimes sign proclamations for these observances.

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10. @Perketing – Permission-based marketing guru tweeting information you can use — and a great ReTweeter.

9. @RPliska – A true gentleman who posts quotes that make you think.

8. @NoseyParkerOKC – Tweets about local shopping and hard to find deals.

7. @MichaelButlerSR – Knowledgeable & socially savvy. Tweets relevant & useful info.

6. @HopHopkins – Witty, interesting, engaging & fun!

5. @bodysculptorokc – Genuinely cares about his Twitter community and tweets great giveaways, deals and discounts. And, I hear he’s easy on the eyes.

4. @HLytle – She shares everything she knows, and is a techie whiz.

3. @Mandy_Vavrinak – She listens, shares, engages — and writes a darn good blog.

2. @OnlinePRNews – They promote everyone but themselves. Generous and caring. They Tweet to serve others.

1. @KRDMarketing – True #PowerTweeters and strong community members. They RT, Recommend & Reply.

Stay tuned. More next month.

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Tip # 2 — From 550 PR, Marketing & Social Strategies Tips

Hopefully, you’re active on Twitter and FaceBook. Especially if you are a small business. These social networks loom large when it comes to growing your business. It’s very simple really, it’s all about building friendships, cultivating relationships, sharing information and listening to others. On Twitter, tweet an article you read that you find interesting, but make sure you tweet relevant and useful information. Someone said, “You are what you tweet.” How true this is. Your tweets are your first impression to the online world. Tweeting too much will lose followers and tweeting too little will not attract followers. And that’s what the goal of social media marketing is — building a community — a community that wants to do business with you. Engaged followers vs. token ones. Why would you want people to follow you who don’t care about what you have to say? You want followers who care, who are engaged, who are listening. Then, when they’re ready to buy, they’ll remember you. Let’s look at some of the unwritten rules of Twitter.

• Retweeting — If you find something interesting, share it with your followers — Retweet it. Give the Tweeter credit–  it can help open up the lines of communication and he’ll Retweet one or more of yours, therefore getting more exposure and more followers. Use this website to find your Retweet rank: http://www.retweetrank.com.

• Evaluate your Twitter behavior. There are tools on the web that can help you do this –Twitter graders is one example. This tool actually measures the power, reach and authority of a Twitter account. For example, when you Tweet, what kind of an impact does it have? Engage with your followers. Don’t follow everyone just to follow. Cultivate real relationships.

• Use Hashtags with your topics.  Simply put a # sign in front of any keywords within your Tweet. Or at the end of your Tweet. For example, I post about five PR tips a day. And it looks like this: It’s Twitter Karma to RT. #prtips. This allows your Tweets to be easier to find through searches and fall into trending topics.

• Schedule your tweets. This is one that I use daily, because I don’t have a lot of  time to Tweet in real time every day. For example: If I’m going to be in meetings all day Thursday and Friday, I’ll schedule 10 Tweets. Five will go out automatically each day. You can set up Tweet schedules here: http://rtweeter.com/Schedule or http://www.socialoomph.com.

• Follow @Goodbyebuddy to be notified whenever anyone UNfollows. This keeps your Twittering in check, i.e. With this tool, you’ll be able to amend your Twitter behavior if needed. Tweeting too much? Tweeting useful information?

• Your TweetEffect — Find out which of your Twitter updates made people follow or leave you. This tool analyzes your Tweets in correlation with your change in the number of your followers. It’s an interesting tool to look at if you are seeing a pattern. http://www.tweeteffect.com

• TwitterTrends — Trendsmap.com, a real-time mapping of Twitter trends globally. See what the world is discussing in real time. Target your Tweets on the latest trends.This will help increase followers who do searches on these trends: http://trendsmap.com.

• Thank you — When someone ReTweets or mentions you in a Tweet, reply back with a thank you. @reply to a great blog post, quote or tweet to compliment them on that particular post.

• Follow Friday — Every Friday, Tweet a list of people you recommend others follow, and don’t forget to add #FF, before or after each Tweet.

For 550 of my #PRTips, go to http://www.hlmediapartners.com and download our eBook — 550 PR, Marketing & Social Media Tips –It’s Free. This big book of tips is the ultimate reference for business owners and executives. It serves up the inside scoop into how to elevate your corporate profile and make the most of social media with 550 high impact marketing tips to grow your business–all in 140 characters or less. This easy reference book is a must for every business owner and professional, and can be downloaded immediately at http://www.hlmediapartners.com.

While you’re there, you can also register for one of our Free Wednesday Webinars.

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Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long.

Good customer service is all about bringing customers back. And about sending them away happy – happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers.

If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you’ll ever be able to sell that person anything else. The essence of good customer service is forming a relationship with customers – a relationship that that individual customer feels that he would like to pursue.

Don’t make promises you can’t keep. Reliability is one of the keys to any good relationship, and good customer service is no exception. Think before you give any promise – because nothing annoys customers more than a broken one.

Listen to your customers. Let your customer talk and show him that you are listening by making the appropriate responses, such as suggesting how to solve the problem.

Deal with complaints. Give the complaint your attention. You may be able to please this one person this one time – and position your business to reap the benefits of good customer service.

Be helpful – even if there’s no immediate profit in it. Because there will be some day. And, people will spread the story.

Be authentic. Authenticity is catnip. There’s a lot of value in being authentic and your real self if you want to engage with serious and like-minded individuals.

Acknowledge Emails. Just because someone doesn’t ask for a response doesn’t mean you ignore them. Always acknowledge emails from those you know in a timely manner.

The irony of good customer service, social media and email etiquette is that over time it will bring in more new customers than advertising, promotions and price slashing ever did.

For 549 more tips, go to HLMediaPartners.com and download our Big Book of Tips Free. While you’re there, you can also register for our weekly Free Wednesday Webinar.

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Write a brief synopsis of what your company does and why you are unique. Include your mission statement, goals and any other pertinent information about your business.

The following steps will help you produce a well-constructed fact sheet with the necessary information.

a)     Business Name, description of company, when you were founded, company history

b)    Corporate Overview

c)     Description of key products and services

d)    Listing of special achievements / awards

e)     Clients

f)     Board of directors, key executives

g)    Management Contacts

h)    Listing of company headquarters address and contact information (Website, etc.)

i)      Listing of all locations

j)      Media Contact

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1. Authenticity is catnip. People want you to be authentic. People buy from those they know, like and trust. They want to know that what you say is true, that you will deliver as promised, and that your product or service will work as advertised.  If you hope to garner great PR, your campaign must be authentic as well. It has to come from within and reflect what you truly believe and how you actually perform.

2. PR never sleeps, it’s an ongoing, 24/7 battle. Since you’re the product, you’re also your best marketing tool, so to be successful, you must honestly believe in what you’re promoting. You can’t fake it.

3. Establish yourself as an expert. It’s been said that it takes 1000 hours to become an expert. Well, guess what? You’re already one. You know what it takes to get the job done. Just make sure people are aware that you get it done right.

4. Sing your own praises. You campaign starts with you, so it’s your job to prove your expertise. The most obvious signs of expertise are that your clients or customers keep coming back and recommend you to others, and that your peers consult you for advice and assistance. Make this information known. You can capitalize on your achievements by singing your own praises.

5. Self-promotion is essential. You can’t be shy, embarrassed, or rely on others to champion your cause. Successful people let everyone know who they are, what they do, and how important it is. With practice, extolling your own virtues will become easier, then fun. Self-promotion, when done well, is extremely beneficial, but when done poorly, it’s offensive. It can be the difference between success and failure. The public has become selective. They want authenticity. They insist on seeing results in order to believe the pitch. Today’s audiences will seldom buy what doesn’t ring true to them. And, if they buy and it doesn’t work, they’ll remember who sold it to them. It’s not enough to tell others that you’re an expert, you have to explain how you can benefit them.

6. Capitalize on Every Opportunity. Position yourself for opportunities by joining clubs, groups and organizations where you can meet new people. Attend the meetings, stake out a leadership position, become a member of their social networking sites, and tell them who you are, what you do, and how you can help them.

7. Always Be Prepared. A successful PR campaign works on volume. It takes repeated efforts and consistency to spread your message to the world. If you deal in a product, carry it with you. Take it everywhere. If it’s too big, carry pictures, or wear a button.

8. Be Kind and Humble. Sure, media people need stories for their outlets, but arrogance will get you nowhere.

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