Public Relations or Advertising: Which is Best for Your Business?

On Tuesday night, I caught a couple minutes of my favorite television show -- The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

Without hesitation, I blurted out my response.

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media -- a factor that boosts your credibility.

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations ... and it has the potential to impact your business on a grand scale.

You can multiply your message with public relations.

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information -- including news articles -- is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

So now that you know public relations is a cost-effective tool for your business, how do you use it?

As a regular contributor to several publications, here are my suggestions:

• Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.

• Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.

• Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.

• Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?

• Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.

Have an opinion about this topic? Please click on the “Post a Comment” link below and leave your feedback. Also, if you found the information in this post beneficial, please “Digg” it by clicking on the yellow box in the upper-right corner of this page.

A "Juicy" Headline Hint from Google

Want to quench your thirst for Google juice? Here's a headline tip for press releases that I received yesterday via an annoucement from Business Wire:

Shorter Headlines Can Lead to Google Juice

Lock up your long-winded headlines.

This week, Google alerted Business Wire that press release headlines should not exceed 22 words. That's eight words shorter than what we were told months ago. "An ideal headline should be between two and 22 words," advises the search engine giant.

Click here to view a lengthier explanation at BusinessWired (Business Wire's blog).

Free Business-Building Seminar

Join Tom Trush, owner of Write Way Solutions, as well as Grant Armendariz, manager of Business Wire’s Scottsdale office, and Malcolm Atherton, account executive and EON specialist, on Friday, Oct. 26, as they present:

How to Build Your Prospects’ Trust Without Saying a Word

and

The Importance of SEO and Social Media for Press Releases

• The most effective way to instantly build trust, establish credibility and eliminate your prospects’ fears
  
• A trouble-free adjustment you can make to traditional advertising/sales methods (i.e., billboards, newspaper ads, cold calling, etc.) that can significantly boost the return on your investment
  
• 5 simple steps that can skyrocket your website traffic in as little as 30 days … for FREE
  
• Quick tips and techniques you can use immediately that can help improve the search engine visibility and interactivity of your press releases
  
• The simplest way to solve your prospects’ most difficult dilemma, regardless of your industry
  
• Proven techniques for writing and formatting that can help boost your search engine optimization
  
• 6 FREE tools for helping you research the keywords and phrases your customers really use to search for your company’s services or products on the Internet
  
• The online resource you can use to build your own blog – and drive traffic to it – for FREE in less than 5 minutes
  
• How to leverage your press releases into a direct-to-consumer online marketing tool for your company’s products and services
  
• The value of adding multimedia to your press releases and how to choose an effective photo
  
• And much more!

Seminar Schedule: 7:30 – 8 a.m.: Continental breakfast and networking
8 – 9 a.m.: Presentation
9 – 9:15 a.m.: Q & A session and free raffle

Location: RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP: Please RSVP to Tom Trush at info@tomtrush.com by Oct. 24 to secure your seat.

5 Simple Steps to Skyrocket Your Website Traffic in as Little as 30 Days … for FREE!

Getting visitors to your website and increasing your search engine ranking doesn't always have to be an expensive process. Here are five easy-to-implement suggestions you can start using today to boost your website traffic.

Step 1: Write and distribute articles. Publishing articles online using a free service such as EzineArticles or Articlesbase will help boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich websites that are updated often.

In addition, the more you have other websites linking back to your website, the better chances you have for higher search engine placement. Article distribution services help this cause by making it easy for publishers to upload your writing for use in their newsletters or websites, meaning any links to your website reach an even larger audience.

Step 2: Use the link building and link exchange approach. As stressed in Step 1, the more text links you have directed to your website, the better chance you have of receiving higher search engine placement. So make it your objective to get your website listed on as many relevant websites as possible.

What’s a relevant website, you ask? A website that includes a significant amount of content similar is subject (or theme) to what is written on your website. For an excellent article on how you can use Google News to find relevant links targeted to your business, click here.

Step 3: Write and distribute press releases. Not only is a properly written press release a cost-effective and efficient means for getting your news to a large audience, it can help drive traffic to your website, especially when circulated online. A distribution service can help deliver your press release to a wide online audience.

Companies such as PRLeap will even distribute your release for free. You’ll always want to include your website’s URL in any press release. That way whenever it’s posted online, you’ll have another one-way link back to your website.

Step 4: Make use of social media. If you haven’t done so already, create a blog for posting articles, press releases and news about your business. There are multiple ways for creating your first blog – one of the easiest options is Blogger. Best of all, it’s free. With Blogger, you can be online in less than five minutes. Once your blog is functional, be sure to visit Technorati to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

Also, why not create videos to help promote your company and demonstrate your knowledge? Today’s technology has made creating and sharing videos easy … and free. Check out YouTube or Google Video to post and help generate ideas for your next video. (While you’re making a video, you may want to consider creating a podcast as well.)

Step 5: Post comments in forums. Do you frequently have an opinion for just about any topic? Use this trait to your advantage by seeking out forums with information similar to the topics covered on your website. Post your comments and include a link back to your website in your signature.

The increasing popularity of social media makes it as easy as ever to find articles, blog postings, videos and podcasts. Again, check out Technorati as well as websites such as Digg and ContentPop for information you can comment on that is relevant to the topics on your website.

$5,000 to Write a Press Release?

Yesterday, I stumbled upon Business Wire’s blog, BusinessWired.

For nearly six years I worked as an editor/newsroom supervisor at the commercial news distributor’s Phoenix office. During that time, I had the opportunity to edit thousands of press releases. And, while the topics changed each day, I remember there was always one constant: poor writing.

For the most part, anyone who submitted a press release had at least a grasp of grammar and newsworthiness, but many times we received releases in the newsroom that more resembled a sixth-grader’s book report than something worthy of distribution on an international newswire.

This often led me to wonder who was writing these press releases and, more importantly, how much were they getting paid to push products using -- in some cases -- virtually unintelligible writing.

That’s why it was interesting to read Monika Maeckle’s recent post, which posed the question, “How Much to Write a Press Release?”

She revealed a client of hers spends about $5,000 to have a press release written.

Wow! What company is that and how can I get a piece of the action? Amazingly, that fee doesn’t include distribution, which can run “anywhere from $180 to $18,000” on Business Wire.

My guess is any press release with a $5,000 price tag is likely an extensive (and extremely well-written) earnings announcement, but even then that fee seems a little excessive. A valid point was brought up in the responses by someone who said the $5,000 could include legal advice.

Over the past couple of months, I’ve distributed a few press releases on Business Wire, and I’ve been very satisfied with the results. However, my investment was nowhere near what it seems some companies are paying to pick up publicity. What’s more, as a copywriter who provides press release writing services, I have yet to meet anyone willing to fork over $5,000 for a press release.

I must be searching the wrong places.