Because most businesses don’t know about it, PR is one of the least used marketing tools today.
The ones that do put it at the top of their budget.
Recent research for the American Advertising Federation showed that PR was ranked third, right behind product development and strategic planning by 1,800 corporate executives surveyed.
That’s why the Ag Dept. sponsors wine writers’ visiting U.S. wineries.
They know that a $40,000 junket for a reporter and entourage can result in $160,000 worth of coverage in GQ Japan.
Think about it: A small ad (6” or so) in the Wall Street Journal can cost $15,000 or more.
Which nobody takes seriously because they know it was paid for.
If it were a six-inch—or longer—article in the WSJ, how much more would that be worth?
Many times more.
Don’t think it can’t be done.
A study by the Columbia School of Journalism showed that 45 percent of the editorial material of the WSJ is placed by PR people.
With public relations, you don’t pay for the space.
You pay for the person who gets the articles into the media.
That’s why PR is so valuable: No one knows you paid for it.
For more information, check out our website at
www.dellrichards.com and use our online form.
Thursday, November 08, 2007
Friday, July 13, 2007
Why stories don't get covered
PR people generate 50 percent of the “news”. Even in the Wall Street Journal, 45 percent of the articles are generated by PR firms, according to the Columbia Review of Journalism.
Nonetheless, 95 percent of all press releases get thrown away. Only 5 percent see themselves in print or broadcast.
Why not? Lots of reasons. They are:
Boring:
a. They don’t give us a reason to care.
b. They don’t affect very many people.
c. They don’t sound like there’s going to be any interesting “visuals” for TV.
Full of jargon and bureaucrateez. It’s written in language that is unintelligible to the uninitiated. If a six-year-old can’t understand it, the media doesn’t have time for it.
Too complicated. You’ve got to hone it to one major point. Maybe one minor one, if the major one isn't too complicated.
Have no facts.
a. Show the importance of the subject with exact details.
b. Use attention-grabbing stats to back it up.
Have no anecdotal leads or sources. Have two types of people:
a. Anecdotal lead: Someone who has suffered because of the problem or succeeded because of the solution.
b. Reliable sources: Someone from a non-profit, a university, a government body or a business who can speak to—and verify—the facts.
Full of errors or omissions. If the editor or reporter has to pick up the phone to answer basic questions, it goes into the To Do pile—and gets forgotten.
Not easily digested. There are huge blocks of boring text. No who, what, where, why, when. No bullets, no bold headlines or headings, no color.
Have no visuals. TV stations look for moving pictures. Fast facts and sound bites are necessary for content, but it’s a visual medium. They need action—something or someone moving--the faster, the better. If you must have talking heads, get a large, visually interesting backdrop.
For more information, check out our website at www.dellrichards.com. To contact us, use our online form.
Nonetheless, 95 percent of all press releases get thrown away. Only 5 percent see themselves in print or broadcast.
Why not? Lots of reasons. They are:
Boring:
a. They don’t give us a reason to care.
b. They don’t affect very many people.
c. They don’t sound like there’s going to be any interesting “visuals” for TV.
Full of jargon and bureaucrateez. It’s written in language that is unintelligible to the uninitiated. If a six-year-old can’t understand it, the media doesn’t have time for it.
Too complicated. You’ve got to hone it to one major point. Maybe one minor one, if the major one isn't too complicated.
Have no facts.
a. Show the importance of the subject with exact details.
b. Use attention-grabbing stats to back it up.
Have no anecdotal leads or sources. Have two types of people:
a. Anecdotal lead: Someone who has suffered because of the problem or succeeded because of the solution.
b. Reliable sources: Someone from a non-profit, a university, a government body or a business who can speak to—and verify—the facts.
Full of errors or omissions. If the editor or reporter has to pick up the phone to answer basic questions, it goes into the To Do pile—and gets forgotten.
Not easily digested. There are huge blocks of boring text. No who, what, where, why, when. No bullets, no bold headlines or headings, no color.
Have no visuals. TV stations look for moving pictures. Fast facts and sound bites are necessary for content, but it’s a visual medium. They need action—something or someone moving--the faster, the better. If you must have talking heads, get a large, visually interesting backdrop.
For more information, check out our website at www.dellrichards.com. To contact us, use our online form.
Tuesday, April 17, 2007
How do journalists decide what stories to run?
When deciding what stories to run, editors, reporters and producers often use seven news values to decide. They are:
Impact: If a lot of people are affected, it’s newsworthy. A national post office strike will have more impact (and more news value) than a local swimming pool closing.
Timeliness: Recent events rate higher than earlier events. Yesterday’s news is “fish wrap.” Journalists want “scoops.” They want to be first to report the news.
Prominence: Celebrities, politicians, people in the public eye have higher news value than the man-in-the-street. We care that a celebrity has AIDS or a drinking problem, while the average Joe would not generate any ink.
Proximity: Stories about events and situations near home are more newsworthy than events that take place far away. Journalists instinctively weigh disasters by the number of deaths versus the distance. The closer the disaster, the more relevant it is.
Bizarreness: Dog-bites-man is not news because it happens ever day. Man-bites-dog is.
Conflict: Conflict of any sort is newsworthy.
Currency: Just like celebrities and fashions, issues come and go. People get tired of hearing the same thing day after day. If an issue got a lot of press last year, it's old and might not get any this year.
For more information, check out our website at
www.dellrichards.com and use our online form.
Impact: If a lot of people are affected, it’s newsworthy. A national post office strike will have more impact (and more news value) than a local swimming pool closing.
Timeliness: Recent events rate higher than earlier events. Yesterday’s news is “fish wrap.” Journalists want “scoops.” They want to be first to report the news.
Prominence: Celebrities, politicians, people in the public eye have higher news value than the man-in-the-street. We care that a celebrity has AIDS or a drinking problem, while the average Joe would not generate any ink.
Proximity: Stories about events and situations near home are more newsworthy than events that take place far away. Journalists instinctively weigh disasters by the number of deaths versus the distance. The closer the disaster, the more relevant it is.
Bizarreness: Dog-bites-man is not news because it happens ever day. Man-bites-dog is.
Conflict: Conflict of any sort is newsworthy.
Currency: Just like celebrities and fashions, issues come and go. People get tired of hearing the same thing day after day. If an issue got a lot of press last year, it's old and might not get any this year.
For more information, check out our website at
www.dellrichards.com and use our online form.
Tuesday, January 23, 2007
Why we see blue everywhere
In the business world, blue is the color. From logos to letterheads, blue is the chosen color of most companies.
Color studies have shown that people respond more favorably to blue than any other color.
Want credibility and trust? Wear a light blue shirt or blouse.
Want people to trust your product or service? Use blue in your logo.
Blue reminds us of purity and tranquility. Think cool, clear streams or a beautiful sky.
Other colors evoke other responses:
· UPS has played up brown for the earthy, utilitarian nature of its service.
· Fast food outlets, gas stations, even supermarkets use hot colors such as yellow, orange and red to signal convenience.
· Starbucks uses green to evoke the richness and relaxation of money.
· Red evokes power. Hence, the red power tie.
· Dark colors send a message of authority.
Choose your colors wisely. They can work for—or against—you.
For more information, check out our website at www.dellrichards.com and use our online form.
Color studies have shown that people respond more favorably to blue than any other color.
Want credibility and trust? Wear a light blue shirt or blouse.
Want people to trust your product or service? Use blue in your logo.
Blue reminds us of purity and tranquility. Think cool, clear streams or a beautiful sky.
Other colors evoke other responses:
· UPS has played up brown for the earthy, utilitarian nature of its service.
· Fast food outlets, gas stations, even supermarkets use hot colors such as yellow, orange and red to signal convenience.
· Starbucks uses green to evoke the richness and relaxation of money.
· Red evokes power. Hence, the red power tie.
· Dark colors send a message of authority.
Choose your colors wisely. They can work for—or against—you.
For more information, check out our website at www.dellrichards.com and use our online form.
Wednesday, July 05, 2006
Why optimism serves people well
Optimistic people tend to be more successful. Some studies have pegged 80 percent of successful entrepreneurs as optimists.
Which makes sense. Optimists don’t give up easily.
They find ways around obstacles and generally don’t take “no” for an answer.
Although pessimists keep the visionaries from going off the deep-end, people weigh themselves down if they see the problems or think they won’t succeed.
Optimism actually is healthier than pessimism. It seems to be better for the immune system. Optimists seem to age better as a result.
One reason is because they seem to have better coping mechanisms.
Optimistic people tend to be more altruistic, thinking of others rather than themselves. They also anticipate the future with relish. And, they see the humor (or the irony) in life.
They also tend to use their energy in constructive ways and brush aside—or at least put aside—stress.
Knowing—or at least viewing—adversity as temporary and realizing that it’s not personal also helps. Keeping problems from overwhelming the rest of your life keeps things in perspective.
Optomists also play to their strengths.
If you take nothing else away from this, take this:
Changing your weaknesses could take a lifetime and might only get you to middling-good.
Spending that amount of energy on your innate abilities will get you much, much further.
For more information, check out our website at www.dellrichards.com and use our online form.
Which makes sense. Optimists don’t give up easily.
They find ways around obstacles and generally don’t take “no” for an answer.
Although pessimists keep the visionaries from going off the deep-end, people weigh themselves down if they see the problems or think they won’t succeed.
Optimism actually is healthier than pessimism. It seems to be better for the immune system. Optimists seem to age better as a result.
One reason is because they seem to have better coping mechanisms.
Optimistic people tend to be more altruistic, thinking of others rather than themselves. They also anticipate the future with relish. And, they see the humor (or the irony) in life.
They also tend to use their energy in constructive ways and brush aside—or at least put aside—stress.
Knowing—or at least viewing—adversity as temporary and realizing that it’s not personal also helps. Keeping problems from overwhelming the rest of your life keeps things in perspective.
Optomists also play to their strengths.
If you take nothing else away from this, take this:
Changing your weaknesses could take a lifetime and might only get you to middling-good.
Spending that amount of energy on your innate abilities will get you much, much further.
For more information, check out our website at www.dellrichards.com and use our online form.
Thursday, April 20, 2006
Why are we drawn to some people -- and not others?
To create real relationships, people need to be compassionate. You can seem caring by doing a few simple things:
Smile and look the person in the eye. Warmth and connection start the process.
Touch the person. Even a quick pat on the arm will reassure them and let them know you care.
Ask the person how they’re doing – or at least how they’ve been since you last saw them. Show them you care. Don’t look at papers or into the distance while they're answering.
Nod your head, give encouraging non-verbal cues.
Don’t interrupt. Give them time to finish their thoughts.
Ask follow-up questions. Take the time to answer theirs. It creates an ongoing dialogue that is the essence of relationships.
If someone seems uncomfortable, acknowledge it. Be willing to admit that there is discomfort. It alleviates tension.
Check in with the person. Ask if they understand, have questions or need more information.
Compliment them. Everyone likes to be liked. The best way to show that you appreciate someone is to say something nice about them. In the process, you will make yourself likeable also.
Research has shown that if you spend a mere 15 seconds talking to anyone, it will seem longer to them. And, they will think you care about them. The interesting thing is that by the time you finish, you usually will. Simple acts of compassion go a long way toward humanizing all of us.
For more information, check out our website at
www.dellrichards.com and use our online form.
Smile and look the person in the eye. Warmth and connection start the process.
Touch the person. Even a quick pat on the arm will reassure them and let them know you care.
Ask the person how they’re doing – or at least how they’ve been since you last saw them. Show them you care. Don’t look at papers or into the distance while they're answering.
Nod your head, give encouraging non-verbal cues.
Don’t interrupt. Give them time to finish their thoughts.
Ask follow-up questions. Take the time to answer theirs. It creates an ongoing dialogue that is the essence of relationships.
If someone seems uncomfortable, acknowledge it. Be willing to admit that there is discomfort. It alleviates tension.
Check in with the person. Ask if they understand, have questions or need more information.
Compliment them. Everyone likes to be liked. The best way to show that you appreciate someone is to say something nice about them. In the process, you will make yourself likeable also.
Research has shown that if you spend a mere 15 seconds talking to anyone, it will seem longer to them. And, they will think you care about them. The interesting thing is that by the time you finish, you usually will. Simple acts of compassion go a long way toward humanizing all of us.
For more information, check out our website at
www.dellrichards.com and use our online form.
Credibility: Different for Men and Women
Although we think that if we’re knowledgeable we'll come across as credible, recent research shows that that isn’t the case.
Credibility is different for men and women.
Despite enormous advances, women still have to prove their expertise while men are considered experts if they are busy professionals.
Men can talk about what they plan to do and everyone usually buys into it. Women still have to emphasize what they've done in the past. With concrete examples.
But, men aren't necessary trustworthy. Women are.
To be credible, men need to show their humanity. That means talking about their personal life.
If a man mentions his family, he seems human. Men who speak highly of their wife or kids are seen in a much better light than men who don’t have enough time to care about personal “stuff.”
Women, on the other hand, should never mention their husband or children. It puts them in the housewife category.
To show credibility, women have to show what they’ve done. They need to have someone else sing their praises and introduce them.
They need portfolios or resumes filled with numbers that show the ability to do the get the job done. They need glowing letters of recommendation and testimonials. In that way, they come across as knowledgeable experts in their field.
For more information, check out our website at www.dellrichards.com and use our online form.
Credibility is different for men and women.
Despite enormous advances, women still have to prove their expertise while men are considered experts if they are busy professionals.
Men can talk about what they plan to do and everyone usually buys into it. Women still have to emphasize what they've done in the past. With concrete examples.
But, men aren't necessary trustworthy. Women are.
To be credible, men need to show their humanity. That means talking about their personal life.
If a man mentions his family, he seems human. Men who speak highly of their wife or kids are seen in a much better light than men who don’t have enough time to care about personal “stuff.”
Women, on the other hand, should never mention their husband or children. It puts them in the housewife category.
To show credibility, women have to show what they’ve done. They need to have someone else sing their praises and introduce them.
They need portfolios or resumes filled with numbers that show the ability to do the get the job done. They need glowing letters of recommendation and testimonials. In that way, they come across as knowledgeable experts in their field.
For more information, check out our website at www.dellrichards.com and use our online form.
Sunday, March 19, 2006
Looks matter.
Our response to beauty is hard-wired. Douglas Kenrick, professor of psychology at Arizona State University, studied babies as young as eight-months old.
Eye-tracking shows that babies will stare longer at an attractive female face, no matter what the race. We define being beautiful as having symmetrical, regular features with big eyes, thick lips and smooth skin.
It takes people three seconds to judge new acquaintances. Nalini Ambady, professor of psychology at Tufts University’s work shows that brief exposures become “thin slices on experience” that we rely on to instantly judge others.
There is a bonus for beauty and a penalty for plainness. Most people use looks to judge others (and themselves).
People with above-average looks earn a premium ranging from one to 13 percent. People with below-average looks get a penalty ranging from one to 15 percent.
Surprisingly enough, men’s looks have a larger effect on their earnings than women.
For Harvard MBAs, the difference in earnings over the first ten years of their careers was between 15 to 28 percent for men who were handsome.
No one escapes. Even for men who earn hourly wages, those who are judged homely earn about 9 percent less than those who are average. Above-average looking men receive a five percent premium.
For women, the penalty for homeliness was 5 percent while the premium for good looks was 4 percent.
Research by the Canadian Psychological Association found that men are as likely as women to have negative body images. Seventy-five percent of men don’t like how they look.
For more information, check out our website at
www.dellrichards.com and use our online form.
Eye-tracking shows that babies will stare longer at an attractive female face, no matter what the race. We define being beautiful as having symmetrical, regular features with big eyes, thick lips and smooth skin.
It takes people three seconds to judge new acquaintances. Nalini Ambady, professor of psychology at Tufts University’s work shows that brief exposures become “thin slices on experience” that we rely on to instantly judge others.
There is a bonus for beauty and a penalty for plainness. Most people use looks to judge others (and themselves).
People with above-average looks earn a premium ranging from one to 13 percent. People with below-average looks get a penalty ranging from one to 15 percent.
Surprisingly enough, men’s looks have a larger effect on their earnings than women.
For Harvard MBAs, the difference in earnings over the first ten years of their careers was between 15 to 28 percent for men who were handsome.
No one escapes. Even for men who earn hourly wages, those who are judged homely earn about 9 percent less than those who are average. Above-average looking men receive a five percent premium.
For women, the penalty for homeliness was 5 percent while the premium for good looks was 4 percent.
Research by the Canadian Psychological Association found that men are as likely as women to have negative body images. Seventy-five percent of men don’t like how they look.
For more information, check out our website at
www.dellrichards.com and use our online form.
Saturday, March 04, 2006
How Do People Make An Impression?
People often make impressions in subtle ways. (They also make them in foolish, obvious ways, but we won’t go there.)
If you’re at a party or an event, what can you do to help people remember you?
· Say your name three times. It has a better chance of sinking in. “Hi, I’m Dell. Dell Richards. I run Dell Richards Publicity.”
· Always carry business cards. You never know who you might meet.
· Prepare a seven-second spiel that describes you, your interests or job. “I help people get into newspapers and magazines, radio and television without wasting money on advertising.”
· Ask questions. Target your conversation to the other person’s interests and needs, not your own. You will find out more that way and be seen as a lively conversationalist. In reality, you will be practicing the dying art of conversation.
· Think of yourself as a resource: How can you help people by hooking them up with others?
· Don’t talk more than 50 percent of the time.
· If you exchange phone numbers or cards, follow-up in 24 hours.
· If there are name tags, wear it on the right side. That way, you lead with it if you shake hands.
For more information, check out our website at
www.dellrichards.com and use our online form.
If you’re at a party or an event, what can you do to help people remember you?
· Say your name three times. It has a better chance of sinking in. “Hi, I’m Dell. Dell Richards. I run Dell Richards Publicity.”
· Always carry business cards. You never know who you might meet.
· Prepare a seven-second spiel that describes you, your interests or job. “I help people get into newspapers and magazines, radio and television without wasting money on advertising.”
· Ask questions. Target your conversation to the other person’s interests and needs, not your own. You will find out more that way and be seen as a lively conversationalist. In reality, you will be practicing the dying art of conversation.
· Think of yourself as a resource: How can you help people by hooking them up with others?
· Don’t talk more than 50 percent of the time.
· If you exchange phone numbers or cards, follow-up in 24 hours.
· If there are name tags, wear it on the right side. That way, you lead with it if you shake hands.
For more information, check out our website at
www.dellrichards.com and use our online form.
Wednesday, March 01, 2006
We remember ads & cartoons. Not public policy.
It’s not surprising that we remember advertising tag lines and cartoon characters more than public policy issues.
Advertising relies on catchy phrases and jingles.
Cartoons rely on color and fast-moving images.
Policy policy and history? Long, archaic language like “redress.”
That’s why a recent poll* found that:
We know more about “The Simpsons” than First Admendment freedoms.
Which are the freedom of:
Speech, Religion, Meetings and Political Rallies, Media and Being
Able to Sue or Appeal a Judgment and Get Money.
The medium is the message.
But, the medium has to grab our attention for us to remember the content.
Despite blogging, we are moving out of the age of print and into the age of pictures.
That’s why newspapers, magazines and the Internet rely on short sentences, short paragraphs and simple language.
We don’t have the time or patience for anything else.
For more information, check out our website at
www.dellrichards.com and use our online form.
* Study for the McCormick Tribune Freedom Museum. Telephone survey of 1,000 adults conducted 1/20/06 to 1/22/06 by Synovate, a research firm with margin of error 3 percent.
Advertising relies on catchy phrases and jingles.
Cartoons rely on color and fast-moving images.
Policy policy and history? Long, archaic language like “redress.”
That’s why a recent poll* found that:
We know more about “The Simpsons” than First Admendment freedoms.
Which are the freedom of:
Speech, Religion, Meetings and Political Rallies, Media and Being
Able to Sue or Appeal a Judgment and Get Money.
The medium is the message.
But, the medium has to grab our attention for us to remember the content.
Despite blogging, we are moving out of the age of print and into the age of pictures.
That’s why newspapers, magazines and the Internet rely on short sentences, short paragraphs and simple language.
We don’t have the time or patience for anything else.
For more information, check out our website at
www.dellrichards.com and use our online form.
* Study for the McCormick Tribune Freedom Museum. Telephone survey of 1,000 adults conducted 1/20/06 to 1/22/06 by Synovate, a research firm with margin of error 3 percent.
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