A well-written press release, a heartfelt story, and a timely news hook landed self-published author Jodi Bean on the Dr. Phil Show to promote her book and her cause. How much did it cost? Only $300.
Bean, of Alpine, Utah, issued a press release on Business Wire’s Utah circuit on April 14 about her challenges raising a difficult adopted child from Belarus. The story was especially compelling in the wake of the media furor over a Nashville mom who was vilified for sending her troubled adopted son back to Russia six months after his arrival because of violent behavior and psychological problems.
With help from online PR pro Janet Thaeler, Bean’s press release resulted in an April 30 story on the front page of the Salt Lake Tribune with the headline “Preventing failed adoptions: Prospective parents need more info on childhood trauma.” Bean’s book, Love Lessons and her Finding Hope Foundation, were founded specifically to address those needs.
Shortly after the front page placement, and following an email follow-up, the Dr. Phil Show called. By June 10 Jodi Bean was being interviewed on national television.
” The important thing was to link to the book, her other appearances and to her foundation. These built trust and gave her credibility,” says Thaeler, author of the book I Need a Killer Press Release, Now What??. Thaeler inserted useful, relevant links throughout the press release. She also detailed the press release case study in a recent blogpost.
Apart from great media placements, Bean relayed that she went from selling two-three books a week, to two-three books a day.
“It was my first press release and it was really successful,” says Bean. “I’m going to do another one.”
Timing is everything, especially when press releases go global, says Marianne Pohl, an editor in Business Wire’s London newsroom.
All Things Press Release launches a “Going Global with Your Press Release” podcast series today with an episode on timing. Marianne shares tips on what to consider when sending press releases across time zones around the world.
Simultaneous? Play to the local market’s time zone and work day? What about local holidays and celebrations? Take a listen and learn–and let us know what you think.
Latching onto a timely news hook and adding a great photo to your press release can be the key to online traction and increased sales. That’s what happened with the launch of www.myHeinz.com, a website created by Heinz, Inc., where you can make custom labeled ketchup and mustard for your special event.
Hear the details of this case study in the most recent edition of the All Things Press Release podcast:
What’s the best way to publicize an event with a press release?
Turn it into an advisory. That’s the advice of Business Wire’s Bill Mikulak, Senior News Editor out of our Los Angeles office.
Bill, who’s seen his share of news advisories, should know. When not editing copy and advising clients at Business Wire, he sometimes teaches public relations at Los Angeles area colleges and universities.
Part of Bill’s reasoning for promoting advisories is that at Business Wire, advisories include a free reminder the day of the event, so you get two bangs for the buck. Hear more in this edition of the All Things Press Release podcast: Turn Your Press Release Into an Advisory.
How to do it is covered in today’s All Things Press Release podcast from Business Wire’s Global Operations Manager Michael Poirier, who joins us for this episode from our Boston office. Mike began his news delivery career in grade school as a paperboy and has been working and playing with new media ever since.
As the 13-year newsroom veteran points out, we’re seeing clients refer to Twitter in their press release efforts with increasing frequency. So how do you add Twitter to your press release?
Take a listen and find out in this edition of the All Things Press Release podcast, Adding Twitter to your Press Release:
In today’s All Things Press Release podcast, Business Wire editor Lori Bailey in our Miami newsroom gives the ‘thumbs’ up’ to becoming a “true media resource” in your press releases.
Lori, who pretty much fits the mold of Business Wire editor with a history as first runner-up in her Troy, Pennsylvania, junior high spelling bee, is starting her second year as an editor. She suggests ways to get on the radar screen of reporters and news consumers so that you and your organization are perceived as an information source.
Here’s Lori’s All Things Press Release podcast tip: Become a True Media Resource.
This podcast is the third in the All Things Press Release series of press release tips offered by our newsroom editors.
Business Wire employs more than 200 editors worldwide. Each editor receives an average three months’ training before “flying solo” in prepping and processing the 1000+ press releases that flood our news queue each work day.
From Paris and Frankfurt to New York, Phoenix and L.A., our newsroom crew is on the front lines of the press release process–so who better to ask for press release tips?
Cindy Cantu, an editor in our San Antonio office, offers today’s Press Release Tip: Adding Multimedia to Your Press Release.
Truly one of the most oft-asked questions we get from professional and newbie communicators alike is: How Much Does it Cost to Send a Press Release?
While we don’t pretend to be objective about our preferences, the answer ranges anywhere from free to thousands of dollars and all points in between. Take a listen at the All Things Press Release Podcast, below, where we tackle the question: