How to Engage Journalists Using Social Media

A recent survey conducted last month by Text 100 Global Public Relations discovered that a significant number of journalists use social media and blogs on a regular basis when researching a business, brand or organization for an article. A total of 72 full-time journalists working in print, online and broadcast media were surveyed and the results … Continue reading “How to Engage Journalists Using Social Media”

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A recent survey conducted last month by Text 100 Global Public Relations discovered that a significant number of journalists use social media and blogs on a regular basis when researching a business, brand or organization for an article. A total of 72 full-time journalists working in print, online and broadcast media were surveyed and the results found that, on average, journalists look at 2.6 social media channels for every story they research. Given these statistics, and the rapid rate at which social networking is growing, public relations professionals can use social media channels to engage with journalists and reach out to them in an outlet where they’re known to be active.

This article will explain the best methods public relations professionals can use to engage journalists through social media.

Maintain Social Media Profiles — Since reporters may look at several social media channels when conducting research, it’s important that your organization has a positive presence on all of them. By creating professional, thorough and favorable profiles for your business online, journalists will be able to discover the information that you want to be highlighted. For example, use social media channels to display media coverage, upcoming events, company news and anything else that you would like the public to be aware of.

For information on how to get your business active on social media, please see our article, “Getting Started with Social Media.”

Focus on Twitter — An important finding in this study was that Twitter is the best social media channel for public relations pitches and media relations. The survey found that journalists are far more likely to welcome contact on Twitter rather than LinkedInGoogle+or even Facebook. Public relations professionals can use Twitter to connect with reporters by seeking out their profiles and “following” them. Twitter is a great way to stay in touch with journalists and pitch stories, business news and upcoming events. Of the journalists surveyed in this study, 53% found that a company’s Twitter profile was instrumental in their research when writing an article.

For an overview of how businesses can use Twitter, please see our articles, “Secrets to Twitter Marketing” and “Twitter Unveils Brand-New Design and Special Features for Businesses.”

Create a Blog — Blogs are also an increasingly important venue to attract media attention. According to this survey, 63% of journalists found a company’s blog to be extremely useful in their research. By creating and maintaining an active blog, your business can establish itself as an industry leader and nourish an interactive hub of information about your organization. Businesses should provide useful information and quality content that relates to your organization and industry as a whole. For more information on how important blogging is for brands and businesses, read our article, “Should My Business Have a Blog?

It is also important to keep in mind that while social media is becoming increasingly important, journalists still value press releases and phone conversations. While the media is increasingly turning to social media and online outlets for information, they still rely heavily on these more traditional methods of contact when covering a story. These social media techniques should be used to supplement press releases, media advisories and other traditional communications outlets.

For more information about engaging with journalists using social media, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

Advertise Your Business in The Jewish Press Passover Supplement

The Jewish Press, America’s largest independent Jewish weekly newspaper, will publish its pre-Passover holiday’s “Where to Go” guide in its March 30, 2012 edition. More than 96,000 copies will be distributed nationally, including to the 85,000 Jewish families who live in the New York metro area. By advertising your business in this special edition, you … Continue reading “Advertise Your Business in The Jewish Press Passover Supplement”

The Jewish Press, America’s largest independent Jewish weekly newspaper, will publish its pre-Passover holiday’s “Where to Go” guide in its March 30, 2012 edition. More than 96,000 copies will be distributed nationally, including to the 85,000 Jewish families who live in the New York metro area. By advertising your business in this special edition, you can reach the families of 150,000 Jewish youngsters (grades K-12) from more than 200 Yeshiva Day Schools who will be looking for fun and entertainment during their vacation time. By advertising in this guide, your ad can reach an interested audience during a time when other attendance may be running low.

If your business is interested in advertising with The Jewish Press, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

5 Tips for Writing Effective Press Releases

A press release is a form of written communication that is meant to bridge the gap between an organization and the media. They are meant to announce newsworthy stories, special events, upcoming promotions or contests and any other interesting and timely content. Using the information from press releases, members of the media can then choose … Continue reading “5 Tips for Writing Effective Press Releases”

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A press release is a form of written communication that is meant to bridge the gap between an organization and the media. They are meant to announce newsworthy stories, special events, upcoming promotions or contests and any other interesting and timely content. Using the information from press releases, members of the media can then choose whether to publicize the story. When written and distributed properly, press releases will attract the attention of members of the media and encourage positive publicity for your organization.

Press releases are a vital component of any organization’s public relations and communications efforts. This article will provide you with five essential tips for writing effective press releases.

  1. Start with a Captivating Title — The title and first paragraph of your press release are two of the most important elements. Since most newsrooms receive dozens of press releases a day, including a strong title and opening paragraph can help yours stand out. When crafting a title and subject line, decide on something that is newsworthy, informative and straight to the point. Your title should hook the reader as quickly as possible and give them a reason to invest their time into reading the rest of the content. Also, make sure that your opening paragraph includes the essential five W’s: Who, What, Where, When and Why.
  2. Don’t Oversell — The goal of a press release is to educate your audience about a newsworthy event, person or organization, not to overtly advertise and promote the product or service. This can damage your credibility. Be honest when presenting the information to your audience and let them decide what to make of it. The content or news that you’ve highlighted in your press release should be able to sell itself.
  3. Be Concise — Never ramble on just for the sake of having your press release appear longer. Ideally, press releases should be one page in length. Since the goal of a press release is to spark the interest of reporters, you don’t want to bore them with a text-heavy piece. Include only what is necessary to the story and do so in a concise, well-written manner. Visually, your press release should also be easy to read. Choose a simple, clear font and an appropriate size and line spacing.
  4. Include Contact Information — What’s the use of a press release if it fails to provide a clear way to get in touch? Always include an accurate business name, phone number, fax number, mailing address, email address and any other information for the public relations contact person or agency.
  5. Proofread All Content before Publication — Take the time to proofread and fact-check all content that your business publishes, most importantly press releases. Before you send your press release out, check for grammatical or spelling errors and make sure that all numbers, facts and names are correct. For more information on the importance of proofreading and flawless writing, please read our series of articles, “Proofreading — The First in a Series of Three Articles,” “Write Like You Mean It: 5 Ways to Use Better Grammar” and “Words Mean Things: 5 Tips to Avoid Spelling Errors.”

For more information about effective press releases, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

Advertise with The New York Knicks on MSG

The New York Knicks’ audience continues to increase with the team’s success and rising stardom of Jeremy Lin. Your business’ message can now reach an even wider audience by advertising on MSG during Knicks basketball games. Over the last several games, the Knicks are seeing a huge jump in ratings on MSG, compared to the … Continue reading “Advertise with The New York Knicks on MSG”

The New York Knicks’ audience continues to increase with the team’s success and rising stardom of Jeremy Lin. Your business’ message can now reach an even wider audience by advertising on MSG during Knicks basketball games. Over the last several games, the Knicks are seeing a huge jump in ratings on MSG, compared to the early-season average. From February 4 to 11 alone, there has been a 150% increase in female audiences, ages 25 to 54 and a 43% increase in male audiences, ages 25 to 54. Overall, that’s a 67% increase in adult viewers, ages 25 to 54! Since the majority of this audience is made up of males, ages 25 to 54, we recommend businesses that are looking to target male viewers. Rates to advertise on MSG throughout Long Island, reaching approximately 10,950 households, are at $595.

If your business is interested in advertising or would like to advertise with the New York Knicks, please contact The Public Relations and Marketing Group at (631) 207-1057 or email johnzaher@theprmg.com.

How Photo Sharing Sites Can Help Your Business

Photo sharing websites have taken the Web by storm by offering a new medium for individuals and businesses alike to share multimedia and develop their brand. When used properly, photo sharing can bring a human face and creativity to your organization. These sites also provide essential links back to your website or blog, building traffic … Continue reading “How Photo Sharing Sites Can Help Your Business”

Photo Sharing Websites

Photo sharing websites have taken the Web by storm by offering a new medium for individuals and businesses alike to share multimedia and develop their brand. When used properly, photo sharing can bring a human face and creativity to your organization. These sites also provide essential links back to your website or blog, building traffic and enhancing your search engine optimization. Best of all, photo sharing sites are completely free and don’t require a huge time commitment.

This article will provide you with an overview of the most popular photo sharing websites:PinterestInstagram and Flickr.

Pinterest — With new social media sites popping up left and right, Pinterest has already distinguished itself as a photo sharing powerhouse. It’s already one of the 10 most visited social networking sites, according to a study by Experian Hitwise, with more Web traffic than Tumblr and Google+! Pinterest is a virtual pinboard that allows users to organize, share and store all of their favorite photos, called “pins,” from the Web. For example, someone may create a board for “Recipes,” “Ideas for the Home” or “Favorite Products.” Users can “follow” others to keep up-to-date with their boards, discover new things and connect with others who have similar interests. They can also “re-pin” someone else’s pin that they want to add to their own boards (similar to Twitter’s “re-tweet” button). With millions of new pins added every week, this social networking site is connecting users from all over the world. Here are several tips for using Pinterest to promote your business:

  • Don’t Overly Promote Yourself — One thing to keep in mind is that you should not excessively promote yourself on Pinterest. While it’s fine to post a photo of a product or project that you’re proud of, businesses should avoid pure self-promotion. An important part of Pinterest is that it can humanize your business, which is essential to connecting with your audience on a more personal level. Consider creating boards for other content on the Web that you like and want to share with your followers, rather than only your own material. For example, the social media organization Mashable uses Pinterest to categorize “What We’re Loving on the Web.” Instead of including only their own material and self-promotion, they have boards for “Web Humor,” “Infographics” and “Tech and Gadgets.”

  • What Should I Pin? — Depending on your industry or organization, there are a variety of photos that would be appropriate for a business to add to Pinterest. See below for examples:

    • Restaurants — Since food is very popular on Pinterest, restaurants would benefit from posting photos of the meals they offer and recipes.

    • Retailers — Retail stores can post photos of new products, fashion and other services.

    • Non-profit Organizations — Depending on their field, non-profits could post “behind-the-scenes” photos from the work they do, inspiring pictures or quotes, photos from events and more.

  • Include Links — When posting a pin, always include a link back to the original page. This way, when users click on the photo, they can be taken to your website, wherever the photo was derived from or wherever you’d like to take them.

  • How Do I Begin? — To start using Pinterest, create a profile here.

Instagram — Instagram is a real-time photo sharing application, available in the App store. Unfortunately, Instagram is only available on the Apple iPhone or iPod touch for now. While it is not available on desktops just yet, the company does intend to extend Instagram to a website. When you upload a photo to Instagram, you can choose a filter to transform the look and feel of the shot. These filters can instantly convert your mobile photo into a creative, artsy or professional-looking snapshot. For example, you can use filters such as “Toaster,” “Inkwell” and “1977” to customize the look of your photo. When used effectively, Instagram could become a powerful way of attracting, engaging and nourishing a follower base. Here are several tips for how businesses can incorporate Instagram into their social media strategy:

  • Link Instagram to Your Other Social Media Profiles — The benefits of Instagram are that it is incredibly fast and simple and integrates with other social media platforms. Businesses can easily link Instagram to FacebookTwitterFlickrand FourSquare profiles to incorporate multimedia on a regular basis.

  • Be Creative — As with any photo sharing site, keep in mind that it’s about being interesting and fun, not about pushing products down your audience’s throat. Instagram is unique from other photo sharing sites because of its use of custom photo filters. For example, take a look at how Starbucks has uploaded creative shots of their products using the photo filters here.

  • What Should I Upload to Instagram? — As with any photo sharing site, it depends on your business and what industry you belong to. For example, if you’re a non-profit organization, you can see how non-profits are using Instagram here. Generally, any business can use Instagram to upload and customize photos from special events, new products and “behind-the-scenes” photos of your business’ work, services or daily activities.

  • How Do I Begin? — To begin, download the Instagram App here and create your profile.

Flickr — Flickr allows users to submit photos and videos and organize them using tags and “sets,” where other members can browse and interact with each other. Businesses can use Flickr to store and share graphics, photos and videos that are relevant to their business or industry in some way. It’s also not frowned upon to add a personal touch to your business’ Flickr profile by adding a separate set for favorite photos or videos that haven’t been created by your organization. Using Flickr is another great way to incorporate multimedia into your Web, social media and overall marketing strategy. Here are several tips for incorporating Flickr into your business’ social media marketing strategy:

  • Interact with the Flickr Community — To boost their popularity on the site and increase their level of engagement, businesses can interact with other Flickr users. Comment on other photos you like, add special photos to your “favorites” list and encourage comments. At the minimum, be sure to reply to any and all comments left on your company’s photos.

  • Join Flickr Groups — Flickr Groups are a great way to interact with your target audiences. Businesses can submit photos and videos to these groups, depending on their posting rules and whether the group is public or private. To begin, search for relevant groups and submit requests to join.

  • How Do I Begin? — To sign up for Flickr, you’ll need a Yahoo ID. To sign up for Yahoo, click here. Once you have your ID, create a Flickr profile by clicking here and begin posting photos and videos that relate to your business or industry.

For more information, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

Attorneys: Kick off your 2012 Marketing Plans by Attending Our CLE Program

The Public Relations and Marketing Group’s new and updated program, “PR and Marketing for Lawyers CLE,” is now being offered for 2 ethics credits on December 12 from 1:00 p.m. to 4:45 p.m. This program gives attorneys a review of the attorney advertising rules and provides an overview of the tools needed to develop and … Continue reading “Attorneys: Kick off your 2012 Marketing Plans by Attending Our CLE Program”

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The Public Relations and Marketing Group’s new and updated program, “PR and Marketing for Lawyers CLE,” is now being offered for 2 ethics credits on December 12 from 1:00 p.m. to 4:45 p.m. This program gives attorneys a review of the attorney advertising rules and provides an overview of the tools needed to develop and implement a successful marketing program. This course has been approved for MCLE credit in New York for all attorneys, including newly admitted (less than 24 months). The lecture is being presented by John C. Zaher, Esq., a leading attorney marketing expert.The course will take place at Ben’s of Manhattan, located at 209 W. 38th Street, Manhattan, NY, 10018. The cost, which includes lunch, is $65 with pre-payment. (Please Note: There is an additional $20 charge at the door). If you are experiencing financial hardship, please see our financial aid policy. To register, please visit www.theprmg.com/events-marketing-long-island-networking.html.

An Overview of Google Business Solutions – The First in a Series of Three Articles

With its wide variety of cost-effective business tools, it’s no wonder why Google has secured its position as a global superpower on the Web. Google Business Solutions are a collection of services that are specifically directed at businesses and webmasters. Google offers tools to meet the needs of organizations and businesses of all sizes and … Continue reading “An Overview of Google Business Solutions – The First in a Series of Three Articles”

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With its wide variety of cost-effective business tools, it’s no wonder why Google has secured its position as a global superpower on the Web. Google Business Solutions are a collection of services that are specifically directed at businesses and webmasters. Google offers tools to meet the needs of organizations and businesses of all sizes and boasts over 30,000 search and 3,000,000 Google Apps customers worldwide. This article, the first in a three-part series, will provide you with an overview of Gmail, Google Analytics, Google AdWords, Google AdSense, Google Chrome, Google Places and Google+. It will be followed by “An In-depth Look at Google AdWords” and then an article on “5 Additional Innovative Business Tools from Google,” which will focus on Google Offers, Google Engage and more.

Productivity

Gmail — With dozens of email providers to choose from, deciding on Gmail should be a no-brainer. This user-friendly email provider allows you to communicate and collaborate with reliable and secure Web-based tools. Gmail provides you with more than enough free storage space, significantly less spam, built-in text, voice or video chat and much more. You can also access Gmail from any phone, regardless of which device you use, to access your email on the go. For businesses, another comforting feature is that Gmail is entirely safe to use. Gmail uses HTTPS encryption to keep your mail and information secure.

Although most Gmail features are free, businesses can purchase a flexible plan of $5 per month to access a variety of premium features that include Google Docs and Google Calendar. Google Docs allows you to securely store all Web-based documents, spreadsheets, drawings and presentations online. This feature also provides real-time collaboration, which allows users to edit these files at any time, so you will always have the latest version. Google Calendar is a Web-based calendar application that allows businesses to manage meetings online and minimize costs. You can send event invitations, share your calendars company-wide or between specific co-workers, invite guests on mobile devices and much more.

Google Chrome — Google Chrome is a Web browser that combines a minimal, user-friendly design with sophisticated technology to make browsing the Web faster, safer and easier. Most people use their Web browser more than any other feature on their computer for searching for information, shopping, reading the news, watching videos and more. Therefore, it is essential to have a high level of security, speed and stability, which Google Chrome has mastered. Google Chrome is designed to be as fast as possible, up-to-date with the latest security updates and simple to use. Best of all, this Web browser is completely free to download on any computer.

Web Marketing

Google Analytics — This powerful Web monitoring tool provides users with rich insights into their website traffic and Web marketing effectiveness. Using Google Analytics, you can analyze data and determine which ads, keywords and other factors are most effective in driving traffic to your website and optimizing your Web presence. By consistently monitoring the information provided by Google Analytics, businesses can adapt based on what works and what doesn’t. Ultimately, this tool will help you create higher converting websites and strengthen your online marketing efforts.

Google AdWords — Google AdWords lets you create and run ads for your business with a custom budget. Ads are displayed under “Sponsored Links” alongside the search results when someone searches on Google using one of your chosen keywords. This tool is so effective for businesses because you are advertising to an audience who is already interested in what you have to offer. In addition to text ads, you can run display and click-to-play video ads on Google AdWords. For more information on how to use Google AdWords, please read our article, “A Beginner’s Guide to Google AdWords.” Look out for our next article, which will include a more in-depth look at the features and options available for businesses on Google AdWords.

Google AdSense — Google AdSense is a free platform that places AdWords ads on non-Google websites. AdSense allows Web publishers to earn revenue online by displaying ads on site search results, websites, mobile Web pages and mobile apps. By simply allowing others to place targeted Google ads on your website, your business can earn money. While displaying these Google ads, AdSense also lets you provide a Google search bar to your site users. By placing this search box on your site, visitors can search the Web directly from your website. Also, you will receive a “Top Queries” report that shows you what your visitors are searching for on your site. By reviewing the 25 most common searches conducted through this Google search box, you can identify additional topics, keywords or information to add to your site, based on what your customers or clients are searching for.

Google Places — Google Places is an excellent tool for allowing businesses to get found on Google for free. Since 97% of consumers search for local businesses online, it is essential for your business to be found in search results. Over 90% of the local business Web pages on Google have not been claimed. Claiming your business page will put you at an advantage since local business results appear at the top of search results on Google when someone searches, using a certain location. By simply registering your business with Google Business Center, you can help potential customers find you on Google Places. On your Google Places page, you can include your location, contact information, photos, videos and any other information that you would like to communicate to your audience. Customers or clients can also leave reviews on your Google Places page.

Social Media

Google+ — Now open to all users, Google+ is a relatively new social media giant that has taken the Internet by storm by reaching 10 million users in its first 16 days, from June 28 to July 14. Google+ improves upon the features of existing social media outlets. Like Facebook, you can create a profile, complete with personal information and photo albums, comment on other users’ content and share posts. Google+’s “+1” button also works the same as Facebook’s “Like” icon. Like Twitter, anyone can follow you and you may follow any user by adding them to your “circles,” no matter who they may be. The “Circles” feature allows users to organize contacts in specific groups. For example, you may have a circle specifically for friends and then one only for business contacts. Google+ also has many other unique features such as Hangouts, Sparks and Huddles. The Hangouts feature allows users to engage in live, face-to-face chats involving multiple people at a time. Sparks delivers popular content from across the Internet on any topic you choose. Huddles, available on Google+ Mobile, is a unique group messaging feature that allows multiple people to chat in one place.

Businesses can also benefit from including the “+1” button on their website and blog. For more information on Google+, read our article “Google+’s Advanced Technology Addresses Facebook’s Shortcomings.”

For more information, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Advertise with Cablevision this Thanksgiving and Holiday Season

With the holiday season just around the corner, Cablevision is offering holiday greetings for your organization to celebrate with local viewers. These “tagable” spots are produced by Cablevision and are customized with your business’ logo and contact information. They each run for 15 seconds and enable you to build good will and improve brand recognition … Continue reading “Advertise with Cablevision this Thanksgiving and Holiday Season”

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With the holiday season just around the corner, Cablevision is offering holiday greetings for your organization to celebrate with local viewers. These “tagable” spots are produced by Cablevision and are customized with your business’ logo and contact information. They each run for 15 seconds and enable you to build good will and improve brand recognition within your community, for a minimal investment in TV advertising. Depending on whom you want to reach, your business may benefit from advertising with popular networks such as News 12, Nick and Fox News. For those who are looking for wide coverage, we believe the most efficient use of your budget should include island-wide ads on News 12. Weekday spots from 5:30 a.m. to 9 a.m. cost $100 per unit, while full week rotators (9 a.m. to 12 midnight) are $25 per unit.

For those who require more specific targeting, we recommend choosing to advertise on specific networks rather than these broader News 12 island wide ads. For example, if you want to target families with small children, you may want to advertise on Nick. For targeting older or more affluent audiences, businesses will be more successful advertising with a network such as Fox News. These specific network ads cost between $10 and $30 each, depending on the network and zone.

Cablevision also offers spots for holidays such as Father’s Day, Mother’s Day, Easter and more. Advertising rates are similar to those above, but contact us for more detailed information. If you are interested in running any of these ads for your business, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Using Web and Social Media to Promote Your Event

Whether your business is planning to host a seminar, fundraiser, workshop or a Webinar, Web and social media outlets can serve as powerful and inexpensive tools to promote and market your upcoming event. Especially for those on a budget, Web and social networking sites can provide free publicity and visibility for your organization. When promoting … Continue reading “Using Web and Social Media to Promote Your Event”

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Whether your business is planning to host a seminar, fundraiser, workshop or a Webinar, Web and social media outlets can serve as powerful and inexpensive tools to promote and market your upcoming event. Especially for those on a budget, Web and social networking sites can provide free publicity and visibility for your organization. When promoting an event, your goals should be to spread awareness, boost attendance and generate excitement.

This article will provide you with a multifaceted approach to using various Web and social media outlets to market your events. Our recommendations include using online event calendars, posting press releases on free submission websites, sending e-blasts, creating events on Facebook, updating Twitter, using LinkedIn and continuing to promote your event, even after it has ended.

Event Calendars — Submitting your event to free online calendars is one of the most valuable methods of promoting your event online. Dozens of local newspapers, magazines, television channels and radio stations have websites that host calendars of events. These calendars often offer free postings and give the public a useful tool to search for things to do in their area. Event calendars are highly targeted since your event will be organized according to what category it belongs to. For example, if you are holding a benefit dinner for your non-profit organization, you can ensure that your event listing will appear in the “non-profit” and “fundraiser” categories. When you post your event on these calendars, be sure to include your business’ contact information, the event’s location and any other important details. Very often, these media outlets will also use their online calendars for their television, radio or print outlets.

Free Online Event Calendars:
www.nymetroparents.com (regional)
long-island.newsday.com (regional)
www.eventful.com

Press Release Submission Websites — Whenever your organization is hosting an event, it is essential to create and distribute a press release to notify your target audience, the general public and members of the media. You should include a description of the event, its location, contact information and a powerful headline. When creating this content for online distribution, it is important to use keyword-rich language and to include as many relevant links as possible. These links should lead to further information, a specific offer or a landing page on your website. Once your content has been created, distribute your press release on the Web using the following websites to create buzz and get the word out. For more information on free submission websites, read our article, “Why You Should Take Advantage of Free Submission Websites.”

Free Online Press Release Submission Websites:
www.longisland.com (regional)
www.prLog.com
www.openPR.com
www.pressmethod.com
www.pr-usa.net
www.PR.com
www.PR9.net
www.pressabout.com
www.PRUrgent.com

E-Blasts — E-blasts are emails that are sent out to your clients or customers that notify them of a special deal, promotion, event or other news. When promoting events, we recommend using e-blasts because they can quickly deliver content to a large number of people. E-blasts are also much cheaper and easier to distribute than traditional print advertisements. To begin, we suggest signing up for a program such as Stream Send or Constant Contact. These email marketing programs will allow you to create and send e-blasts, as well as e-newsletters and any other professional emails. Once you’ve signed up for one of these programs, create an email with a description of your event and a powerful subject line. Having a strong subject line is so vital to your email marketing success because the majority of people choose whether or not to open an email based on the subject line alone.

Your e-blast should include a small blurb about your event, a link to more information, multimedia (if necessary) and your business’ contact information. Always keep in mind that you don’t want to bombard your contacts by sending an excessive amount of emails. We recommend sending out an initial e-blast to announce your event, a reminder when the date is approaching and a follow-up email after the event has ended.

Facebook — Facebook, the most widely used social media website, offers several areas to promote your organization’s event at no cost. For example, the Facebook Events application is one of the most powerful marketing tools this social media giant has to offer. By creating a Facebook Event page, you are providing your audience with an interactive hub of information and conversation surrounding your event. Once you are logged in, you can create your Facebook Event here. Include a profile picture, fill out all information, upload multimedia (if applicable) and begin inviting friends. When you are creating your page, make sure that the following “Event Options” are checked off:

• Enable the event wall
• Enable the event photos, videos and links
• Allow guests to bring friends to the event
• Show the guest list

Once all of these options are checked, guests will be allowed to invite their friends to your event, write on the page’s wall and upload their own photos and videos. It is important to periodically encourage your friends to spread the word by using the “Share” and “Post to your Profile” buttons. These buttons will post an event invitation directly on the user’s personal Facebook wall. For more information on how to use Facebook to build your business, read our article, “10 Steps to Getting the Most Out of Facebook.”

Twitter — Considering its immensely powerful viral capabilities and communication features, it is essential for your business to break into the world of Twitter. There are a variety of ways to reach your target audience and market your upcoming event using this microblogging network. Before you begin tweeting about your event, you may want to create a customized hashtag (#). On Twitter, hashtags are used to mark keywords or topics in a tweet. By including relevant hashtags in your tweets, they can be categorized and found more easily in the Twitter Search Engine. For example, if you are planning to host a Webinar on social media, your hashtag may be “#SMWebinar.” Be sure to include this hashtag in any tweet relating to your event and encourage people to do the same. Thus, a sample tweet may be, “We are excited to host our first Webinar on social media today! #SMWebinar.”

When using Twitter to promote your event, another tip is to mix up the content in your tweets. If you are continuously tweeting the same thing, your followers will be disinterested with the same information and become inclined to “un-follow” you. To build a variety of tweets related to your event, you can try asking questions related to your event, tweeting the sign-up link or links to any press releases, posting photos related to your event or re-tweeting what someone posted about your event. You can also ask people to share your event by including, “Please RT!” (please re-tweet) to increase awareness on Twitter. For more information on how to use Twitter to promote your business, read our article, “Secrets to Twitter Marketing.”

LinkedIn — LinkedIn offers several opportunities to market your event to personal connections and other business professionals. After you are logged in, you can create and manage your events here. Once you’ve created your event and completed all relevant information, you can invite up to 50 people from your personal network. Since you are limited to 50 invitations on LinkedIn, you should send personal emails to the rest of your connections with a brief invitation and a link to your event. When someone RSVPs, the notification will appear on their home profile so all of their connections will be notified of your event as well. As the administrator of your event page, you can keep track of your RSVPs and monitor any comments. You may also send individual invitations and promote your organization’s events using the discussion boards of LinkedIn Groups. Submitting events to LinkedIn is another quick, simple and cost-effective way to spread your message and boost your attendance. For more information on how to use LinkedIn to build your business, read our article, “Making the Right Connections on LinkedIn.”

Continue Promoting After Your Event — Don’t stop marketing your event just because it has ended! There are still a variety of ways to promote your organization, encourage attendance at future events and nourish communication with your guests. Always thank your attendees through social media updates, emails and, if practical, personal messages. Upload any photos you may have taken to Flickr and your social media profiles. On Facebook, make sure to “tag” people if they appear in your photo album. This interaction will encourage involvement on your fan page and help to keep it interactive and fresh. If you recorded any videos at your event, make sure to upload them to your organization’s YouTube channel and embed them on your website. Another good way of continuing to promote your event is to write a blog post or an article on how it went and what you learned. Always encourage feedback and suggestions from your attendees on all of your Web and social media profiles.

For more information, please contact The Public Relations and Marketing Group at (631) 207-1057 or info@theprmg.com.

Write Like You Mean It: 5 Ways to Use Better Grammar

By Hank Russell It is obvious that, more often than not, we do not write the same way we talk. If we did, we would see how unintelligible we sound based on the amount of grammatical errors we make in our conversations. The words we use when we speak may be more suitable with our … Continue reading “Write Like You Mean It: 5 Ways to Use Better Grammar”

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By Hank Russell

It is obvious that, more often than not, we do not write the same way we talk. If we did, we would see how unintelligible we sound based on the amount of grammatical errors we make in our conversations. The words we use when we speak may be more suitable with our family and friends than with our clients or business associates.

Like spelling errors (please see “Words Mean Things: 5 Tips to Avoid Spelling Errors” for more information), grammatical errors will leave a bad impression on prospective employers (especially if it’s for a job for a proofreader or copy editor), clients and business managers. When writing copy, you should make sure it is fluid, concise and doesn’t confuse the reader. Here are five ways to improve your grammar:

Remember there is no reason to use “because.”
People feel the need to use the word because when explaining a reason. The word because should be used only when the question begins with “Why?” Think of it this way: If someone asked you what was the reason that something happened, you would not start your answer with “because”; it should be the explanation why something happened. If the question was, “What was the reason for canceling tonight’s game?”
Wrong: The reason the game was canceled was because it rained today.
Right: The reason the game was canceled was that it rained today.

Know the difference between an individual and a group setting.
When discussing quantities or groups, many people do not know when to use fewer and when to use less. Fewer refers to more than one object that can be set as one or in a group. Less is used with groups that count as one collective unit. Here is a perfect example: Joe sold fewer cars at the dealership this month; as a result, he will make less money than he did last month.

Just like fewer and less, much and many have their respective uses. Much is used for collective units, and many, like fewer, can be used for multiple individuals or entities. The following sentence shows proper usage of both words: There is too much work to do and not many hours in the day to do it.

Know when something is between or among friends.
These words are known to be used interchangeably, which is not a good thing. Between is used for only two people or concepts, and among is used when there are more than two people or entities. Lottery winnings are divided between a husband and wife, for example, but if a group of 10 co-workers hits the lottery, the winnings are split among them.

On another topic, if you use between when writing about a period of time, use and, not to. Use to when using from. Please note the differences:
The school year runs between September and June.
The distance from New York to Los Angeles is more than 2,400 miles.

Watch out for dangling modifiers.
When applying the modifier to the wrong subject, you cause confusion for the reader. Most dangling modifiers give inanimate objects or other nonhuman entities human qualities or actions that are not possible for them to possess or perform, respectively. An example of a dangling modifier and how to correct it is listed below.
Wrong: Looking at his watch, the train pulled into the station. (A train cannot look at his watch.)
Right: Looking at his watch, the passenger noticed that the train pulled into the station.
Right: As the passenger was looking at his watch, the train pulled into the station.

Don’t go on and on and on.
Run-on sentences are the written equivalent of blabbering — there is no coherence and no end to what is being said. Many people do not know when to stop (talking or writing) when trying to make a point. Run-on sentences overwhelm the reader as you try to include as much information as possible. Try to understand reading a sentence like this:
It will take about two weeks to deliver the materials to ABC Company and another three weeks before they can break ground on the building after that construction of the First Second Bank will begin the building is expected to be completed in 12 to 15 months and a grand opening ceremony is to be scheduled three months after the bank officially opens for business.

See how much easier it is to read this:
It will take about two weeks to deliver the materials to ABC Company and another three weeks before they can break ground on the building. After that, construction of the First Second Bank will begin. The building is expected to be completed in 12 to 15 months. A grand opening ceremony is to be scheduled three months after the bank officially opens for business.

These tips should help you improve your writing and produce more understandable copy. As always, be sure to proofread your copy before sending it to print or by mail (learn more at “Proofreading — The First in a Series of Three Articles”). Here are some other resources to help you with your grammar skills:

The Associated Press Style Manual (www.ap.org)
The American Library Association (www.ala.org)
The Bedford Handbook Seventh Edition (bcs.bedfordstmartins.com/bedhandbook7enew/Player/Pages/Frameset.aspx)
The Chicago Manual of Style (www.chicagomanualofstyle.org)
Grammar Girl (grammar.quickanddirtytips.com)
The Elements of Style by Strunk & White (www.bartleby.com/141)

For more information, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

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