Public relations as aikido

In martial arts, aikido stands out for its emphasis on leveraging opposing forces, not just for defense but also to protect the attacker from harm. Its practice demands flexibility, a calm mind, endurance and compassion. It is the opposite of a stand your ground and shoot someone mentality – it is a defense that allows […]

“We Are a Good Company” is Not an Effective News Release Headline

If you’re writing a news release or blog posting or newsletter article, it’s easy and very tempting to make yourself or your organization the star of the show. And it’s the exact opposite of what you should do if you want to get a journalist, blogger or, in these days of direct-to-consumer publishing, your potential […]

Pocket Guide to the Public Relations Professional

The public relations industry is vast and complex, employing some 60,000 people and bringing in a fee income of nearly $9 billion in 2010, according to The Holmes Report 2011 Global Rankings. It’s also perceived as a little, well, fluffy. Usually the first budget to be cut in a crunch, public relations deparments suffer more […]

How to Get Your News Out There

News releases are a great way to promote your organization, your event, your book or your product. But writing it is only half the work. The second half is distribution. In the old days, we used to create media mailing lists and actually snail mail or fax releases to reporters, and then put the release […]

How to write a media advisory easy as pie

Whether you’re promoting a pie-eating contest, a press conference on the courthouse steps or a perfume product launch, a media advisory is a great tool for inviting the media, particularly television and radio. I think of media advisories as shorthand press releases – a means for delivering the who, what, where, when and how in […]

Writing a news release that works

Despite widespread reports of its demise at the hands of social media, the news release is not just alive, but relevant. Its basic format continues to be an important way to distribute content to both online and traditional media.   The same principles that scored publicity for “Mad Men” still work today — a good […]