Monthly Archives: October 2014

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Five Reasons Why That Reporter Isn’t Calling You Back

You’ve sent press releases and made follow-up phone calls, but your ideas for featuring your company in news articles aren’t getting any attention. Sound familiar? Included below are the most likely reasons:

You’re targeting the wrong reporter

Reporters typically work “beats” – which means each of them covers a specific type of news issue. If you’re targeting the wrong reporter, chances are very slim that person will forward your idea to the right reporter. Sending your story idea to an editor or the general “news tips” email account means it will have to clear a number of gatekeepers before reaching the right reporter.

You could call the front office and ask which reporter covers your issue. Or, sometimes the information is listed on the news outlet’s website. But, even then, the details can be vague.

By far your best option is to monitor the publication/broadcast and see for yourself which reporter tends to cover issues/businesses like yours.

 

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Learn from the Best: Tips from the Top Marketing Gurus

College marketing professors spend their days researching which promotional techniques and strategies work, and which don’t. They’re unbiased sources of information with a deep understanding of what drives sales, referrals and bottom-line profits. So we searched out some of the collegiate world’s most respected marketing experts and gathered their best advice below:

Tip #1 – from Philip Kotler (Professor of International Marketing at the Kellogg Graduate School of Management):

Stop soliciting everyone and anyone and instead identify a specific category of clients you want to acquire. Figure out what that target audience really wants, then build a reputation for doing that better than anyone else. Write articles, give speeches and send marketing materials that all position you as the best of the best in those key areas.

Tip #2 – from Jeffrey Pfeffer (Professor of Organizational Behavior at Stanford):

Too often, sales people view networking as something uncomfortable and inauthentic; a marketing effort cloaked in personal friendship. But it doesn’t need to be that way. Before trying to network with someone, use social media to learn as much as you can about them. Once you find something(s) you both have in common, it will be far easier to strike up an honest, heartfelt conversation that could lead to a long-lasting and productive working relationship for the both of you.

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