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What’s in Your Marketing Mix? - Business 2 Community

What’s in Your Marketing Mix? - Business 2 Community | Marketing and PR | Scoop.it

Although some marketers claim to use a single platform to grow their business, these successes are, quite honestly, the exception rather than the rule. For the rest of us, success is achieved by sharing the right messages with the right people across a range of platforms. The best marketing mix is the combination of the most effective tactics and platforms to showcase your products and/or services, to tell your story, and to provide to the right people the information they need in order to make the decision to buy from you....


Via Jeff Domansky
debbieleven's insight:

It's about building your network too so that your content gets seen.

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Jeff Domansky's curator insight, October 28, 2013 2:35 AM

If its not integrated, your marketing isn't working to maximum effect.

Ade Omomo's curator insight, October 28, 2013 3:00 AM

My main take on this article is that, its important that businesss use the "horses for courses" approach to content circulation.  Any given message can be spread across several different channels if its in the appropreate format for easy consumption for the the intentded audience

Alyce-Maree Simonetta's curator insight, October 28, 2013 5:09 PM

Integrate or disintegrate !!

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How to stalk a journalist

One of the common issues that comes up time and again, when I speak to people, is how to find the right media contacts. Actually, finding the right media contacts isn t that difficult.  Where it usually goes horribly wrong is what very many people do once they ve got hold of those contacts. All too often the temptation is to send out mass emails that have no personalisation in the hope that something will stick.  I know exactly what I do when I get an email like that.  In fact, I get emails like that a lot the other day someone was asking if they could do a guest post for the website on a subject completely unrelated to what I put out there.  I was surprised to say the least.  In another one, someone was asking me to include a link to their software product which aided keyword research and SEO.  I think, if you are reading this, then you ve twigged that that is not my field. Anyhow, in both those examples, it was clear that the people who had contacted me had not looked at the
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Throw your press release in the bin – here’s why

We want to send a press release that was the opening line in a conversation I had recently with someone.  My first question was why? There s a huge assumption that if you want to communicate with, and to, the press then the press release is the way to do it.  Wrong.  It might be useful in some instances but don t make the assumption that it s the only way to get your messages across. There s a case for using a press releases but it shouldn t be the only tool you use or the one you turn to automatically. The chat I had this week was with someone who wanted to get their messages across on the back of an article that appeared in the Daily Mail online.  The article focused on a well known personality who was studying for a health related qualification.  The person I spoke to was annoyed at some of the language used in the article to describe people who were studying for the qualification and they wanted to set the record straight. Now, the first thing to do in this instance is to ta
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How to create a PR calendar – and why you need one

It’s tough, so tough.  In today’s world there are so many more opportunities to get your business noticed but the huge choice available to you is a challenge in itself. How do you get it all into focus?  What are your priorities, how long do you keep trying something before you move on to the next thing?  Creating a PR calendar holds the answer.  It can all feel a bit overwhelming.  And, if you try too many different things at once you won’t make much of a dent anywhere, will you?  That’s hard.  You’re working away but not getting any results. It’s why so many businesses dip their toe in the water with PR but then give up because they don’t get the results they wanted.  Have you done that?  Maybe you feel invisible and you know that needs to change but where do you start and how do you cut through all the noise to get noticed? You’re your best kept secret You’ve got a great product or service but that means nothing if no one knows about it.  You’re your
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Why reading The Sun could save your business

Ever struggled to get your message across, to get the instant understanding and recognition you re after?  If you re not clear on what you re about or offering then how can you expect anyone else to be clear either? A lack of strong message leads to confusion and inconsistency.  It can be especially damaging if you re working alongside a number of other people in the business and each of you has a different take on describing what you do and offer.  Your communication can easily get pulled in all sorts of directions if you don t have clear and effective messages set down. Your messages matter Whether it s pitching a journalist, writing copy for your website, writing articles or guest blogs for publications and websites, presenting to a room full of business people or networking, you need to nail down one essential element your message, and that s where The Sun fits in. Your message underpins your communication and is key in evaluating its effectiveness too.  If you are already cl
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Clarkson bun fight grabs the headlines

One piece of PR advice I come back to time and again for small businesses wanting to get featured in the press and media is to read, watch and listen to the news. If you do that day in and day out then it gives you great insight.  It gives you a good feel for what makes news and how the same story can be presented in different ways across the media.  You can also follow how a story gets pushed on as it develops and others wade in with opinions.  And, of course, the impact that that news has on profile and reputation. The story about Jeremy Clarkson s suspension by the BBC is a classic example and one that highlights so many elements that it s worth dissecting to get a better understanding of the media, what it wants, how it works and the role of social media in both debating and commenting on news and in creating it. You can read the BBC report of the story here.   In a nutshell, Clarkson, who co-presents the BBC show Top Gear, has been suspended by the BBC for an alleged fracas
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Put people back at the heart of your PR

It s all too easy with your Public Relations to get caught up in the features of your product or service, or the fact that you are providing something that is new or different. While that is all very worthy you have to bring yourself back to some key questions if you want to pin down how to get your message across in a way that will appeal to journalists and get to the heart of what they want from an idea or news story. I was reminded of that this week in some work I ve been doing.  Always bring your PR back to people the impact your news or story will have on them, the role they play, how what you can share will help them.  No one wants to know that your widget is super fast or has a never been used before processor.  Or, that your website combines loads of data tabulated in a way that looks smart and classy.  None of it makes a difference. If you think of only one thing it has to be where s the human interest, who does this help, what is the benefit? Of course, to get your news
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How to get more eyeballs on your business with less time and effort

It can be frustrating.  You put all that effort into getting content out there, whether that s your blog, guest blogs or articles you ve written, but if people aren t responding and coming knocking at your door then it can feel like a waste of time. Maybe you re in the trap of churning out content week after week on your blog that is feeling more and more like a burden.  Have you fallen out of love with your business?  Well, if you ve been putting in the hours but not getting the response then it can certainly feel like that. I used to be one of those people who would always say there s never enough hours in the day .  Now, I realise there are and it s just what you do with them that makes a difference.  Sounds simple, and I don t want to pretend I ve cracked it, but I ve found that it s about making what you do work harder for you. So, to give you an example, if you write a blog then you might be able to syndicate it out so that you can get more eyeballs on it without any more
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The Real Understanding of PR – and How Virgin Trumps Again

I speak to business owners and entrepreneurs who want PR (Public Relations) for their business and see it as a function, an entity, something that is a bolt on.  Understanding of PR varies and there s an obsession that it has to be all about media. In truth, it s something that you re doing all the time, it s all around you but you may not see it, or understand it.  It s how you communicate and how you re communicated about.  It s about being seen, being heard and being talked about hopefully, for the right reasons. Let your business ethos shine through You can spend many hours and put in a great deal of effort to plan out your PR but I think the true sense of your business and your ethos shines through in your actions and the stories that come about as a result.  It s those actions that can be your best PR particularly when they ve come from a place of genuinely wanting to help, to go beyond the call of duty.  It s examples like that that stay with you and can be far more powe
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How not to pitch a journalist – 10 pet peeves

The more you understand what journalists hate about being pitched the more you can focus on what they like and want and then give that to them.  And, that is one of the key steps in getting yourself and your business noticed. I ve come across some interesting articles online recently and I wanted to share some of the things they highlighted about what journalists hate because I think they give some really useful insight about how to pitch them.  If you know what annoys journalists then you can steer clear of that   and that can only be a good thing.  You want to contact them to enhance your profile, reputation and credibility not to trash it. Some time ago Muckrack asked journalists what they thought about bad PR pitches.  It makes for interesting reading and you can read the full post here.  In a nutshell, the answers weren t that surprising pet peeves from journalists included: Generic greetings dear colleague/sir/madam.  Well, think about how you react when you get those
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21 ways to make your press release stand out

Do press releases still have a role?  Yes, they do.  But, with journalists being inundated with them as well as being bombarded on social media you have to work that much harder to get your press releases noticed.  So, here are some helpful tips. 21 ways to make your press release stand out 1. Make sure it has news value If you ve identified a news story then you ve done some of the hard work already.  What I mean is that it s easy to issue a press release but the starting point has to be to pinpoint the news value in your story that will interest journalists.  A new website in itself is not a news story  you have to dig much deeper into the impact the website will have on people.  Always ask yourself the question where s the human interest?  And, then, think about the journalists you want to target and how the story is relevant to them and their audiences. 2. Make it timely Old news isn t news at all.  Mostly, news is about something that has just happened, or is about to h
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Guest blogging – what it is and why you should do it

If you have a website or a blog then guest blogging has to be on your ‘must do list’.  Quite simply, it’s a great way to reach the audiences who will be interested in what you have to say and to draw them to your website.  In a nutshell, guest posting is a way for you to share your knowledge via a written blog on someone else’s website. It enables you to share your expertise and build connections, it enables you to ‘scale up’ your reach for free.  If you’re not familiar with guest blogging then, hopefully, that’s given you a flavour.  But, let’s dig a little deeper into the detail of how it can help your business. Guest blogging  why you should do it 1. Builds your reputation and credibility Your content being accepted by a third party, for sharing with their audience, gives a stamp of authority and validation.  No one in their right mind would share shabby content, would they?  So, a guest blog gives you the benefit of that third party endorsement with anothe
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How to get featured in the media – no press release required

I see the grimace, I hear the groan.  You want to get yourself featured in the press and media but think you have to have a news story and become highly skilled in writing a press release. Well, I m glad to tell you that there are other, easier ways, to get the results you want   they re quicker too.  And, you don t have to put yourself in that situation of annoying journalists when they don t want to hear from you. Shouting about your news without a press release But, first, let s start with your news story.  If you do have a news story then that in itself is worth celebrating and shouting about.  So many small businesses and entrepreneurs let those opportunities fall through their fingers.  So, let s kick off with shouting about your news without a press release how do you do that? Quite simply, you find the right media contacts and you drop them an email or telephone them.  Yes, it sounds old fashioned but telephone still works (but you will need to ensure you re not calling
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7 Quick and Easy Ways to Get Media Visibility

7 Quick and Easy Ways to Get Media Visibility   Thanks for your interest and for requesting the ebook. You can access it by clicking the link 7 Quick and Easy Ways to Get Media Visibility by Debbie Leven. If you have any questions or feedback then please do contact me at: debbie@prcoach.co.uk And, to thank you for your time, if you have a media visibility question or something you re stuck with then I m offering a free 15 minute, pitch free, telephone or Skype chat to get you unstuck.  Just drop me an email with 15 min chat in the title and we re get started by scheduling that call. Many thanks Debbie The post 7 Quick and Easy Ways to Get Media Visibility appeared first on PR Coach.
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Three ideas to pinch to boost your media coverage

Do you follow the news, follow the websites and publications that are important, and not so important, to your business, I mean really follow them? It s one of the best things you can do to get inspired about, and boost your own media visibility and coverage.  You get a feel for what journalists want but you also find ideas from other sectors that you can pinch yourself. It s not all about the websites, programmes and publications that your potential customers will see and hear.  Other outlets and media coverage, completely unrelated, can really help to spark ideas too. Here are three pieces of coverage I ve come across recently that I wanted to share they highlight different ways you can get media coverage using stunts, photography and anniversaries.  You just need to put your creative hat on to work out how you can apply them to your business.  Or, keep the ideas in your back pocket and come back to them when the time is right. FA Cup weather ballon stunt This is a great sto
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My first pitch to a journalist – and why I cried

I m not going to pretend the first time I tried to pitch a story to a journalist it was horrible.  I sat looking at the phone for what felt like forever before I summoned up the guts to actually dial the number. Imagine a time before email yes, this was that time.  And, yes, I m that old. Imagine a time when press releases were printed off and stuffed into envelopes and when the phone was the only other option for getting through to a journalist. I was in my first job it was a one year work placement as part of my business degree.  The role was as a marketing assistant at Windsor Leisure Pool in the UK and I came to it at the age of 20 years with no experience of PR but lots of enthusiasm. My chance to shine Anyhow, the long and the short of it was that the Pool was going to be involved in helping to run the first Windsor Triathlon.  One of the Triathlon organisers gave me the telephone number for the regional BBC sports correspondent the chap who always popped up with the s
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How to handle tricky questions from journalists

Ever been stung by a journalist or fear that you could find yourself in the media spotlight and mess it up?  Worried how to handle those tricky questions from journalists that you dread? If you ve had a bad experience then the fear of it happening again can hold you back.  That s a shame because connecting and engaging with journalists can build your credibility and extend your reach to many more potential contacts, collaborators and customers. It s tricky for smaller businesses Media training is worth its weight in gold but traditionally it s been expensive and out of reach to smaller businesses.  It can be hard to justify before you have a mass of journalists beating at your door.  And, by then it s not exactly too late but you could really get yourself into a pickle or two if you don t know what you re doing. So, if you can t dish out the £800 plus for a media training session then what can you do?  There are many aspects to crack to be highly effective in a media interview a
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How to become a media expert

How do you become a media expert, someone called on by the media to comment about stories relevant to your niche? It s something that feels like the Holy Grail for many.  It can seem like those people that get the media spotlight are in another league.  But, they are no different to you or me and many of them didn t start out with that profile, did they?  But, journalists pick up the phone and email them to get their views and to invite them into the studio for comment. What makes them different and how can you tap into that so that journalists are calling you too for your expertise, knowledge and insight? Here are some tips on how to become a media expert they ll take you time and effort to implement or you ll need to hire someone to implement them on your behalf.  They aren t rocket science but you do need to stick with it over time to get results. 1. Mindset first you have to believe that it is acheivable and believe in your own abilities in wanting to share your skills and
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How to get a guest blog on The Huffington Post

Getting a guest blog on The Huffington Post is a goal and a dream for many people.  But, trying to achieve that can feel daunting and a bit overwhelming too.  Getting a guest blog on The Huffington Post isn t out of reach.  It does require research and effort but it doesn t need to be that hard. So, to help you on your way, here are some tips it s how I did it and others have used these guidelines too with success.  The important thing to remember is that there are three parts to getting a guest blog on The Huffington Post: A pitch email which strikes the right note and presents an idea that is interesting and relevant Following up after you have sent the pitch email to get a response Producing an article that provides quality content and fits in terms of tone and style And, it doesn t stop there you also need to have a clear plan for promoting your guest blog once it is live.  But, more on that later. Background The Huffington Post covers news stories but also takes guest bl
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20 ways to promote your guest blog post

Hurrah, you did it!  The blogger has said yes to a guest blog and you did your happy dance. Then you put your head down and sweated blood and tears to deliver awesome content.  You look forward to publish day with a nervous knot in your stomach and then when it goes live you click back to it every few minutes waiting for the comments and shares.  You ve put it out there and wait, and wait, and wait But, it just doesn t happen.  There s not much interest and you can t work out why.  You ve created fantastic content and it s on an established website that has credibility amongst your target audience.  Yet you aren t getting the interest in the article you ve written or much traffic as a result and as far as helping list building your effort has drawn a great big zero.  Sound familiar? Where are you going wrong? Of course, getting a guest blog opportunity is fantastic and you should pat yourself on the back about that.  But that is where the hard work starts.  The blogger whos
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10 steps to banishing fear of approaching the media

You want to be visible, to get noticed, to open up opportunities for new business and collaborations.  And, of course, you know that more eyeballs on your business, more often, for all the right  reasons, can only be good, right? But, you re not taking the steps you need to make those approaches.  You write the email but don t send it, you look at the phone but don t pick it up.  Your ideas sit in documents and folders gathering virtual dust. You don t feel ready, prepared, or simply worthy.  It s a crisis of confidence what if you put yourself out there and it damages your reputation rather than enhances it?  Or, maybe you doubt whether you have anything worthy to share, whether you ll be convincing, come across as an expert?  Even worse, the idea of approaching the media just fills you with dread and you freeze with that yucky feeling in the pit of your stomach.  Does it feel more comfortable to stay hidden? Well, the good news is that you re not alone.  And, the even bett
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7 steps to getting small business PR when you have no idea what you’re doing

You ve got no profile and the media don t know you exist.  You ve got a strong story to tell and it s downright frustrating when you see your competitors in the media spotlight.  Small business PR sounds great but if you don t know how to get started then it could all just turn into a huge headache. Maybe you ve tried to get media attention but you re not getting any traction and it feels like a drag.  You re good at what you do and it s annoying that you haven t got the media visibility to give credibility to that.  You know you deserve it. It s a drag you ve bought the books, tried the courses, read blogs and articles but it still hasn t clicked.  And, it feels more important than ever to be seen, and to stand out, in a crowded market place, don t you think?  So, what is holding you back? Your head is in the wrong place You ve heard the mantra time and again focus on the needs of the customer.  The same goes for media contacts.  You need to think of them as customers, to get
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Free PR plan template to kickstart your small business PR

Is 2015 your year  your year to kickstart your small business PR to build your brand and reputation and get noticed? If so, then your success relies on having a solid PR plan that sets out clearly what you need to do and how.  There s no magic formula and you don t need to re-invent the wheel.  It s just a case of following a number of steps, putting the building blocks and essential resources and materials in place and wrapping that up in a bundle of creativity. To help get you started here are some handy tools and resources a free PR plan template, a checklist and template for writing a press release and also ideas to get noticed aside from using news stories. 1. A free PR plan template that gives you the key elements you will need to think about and address to pin down your thoughts, ideas and actions, you can access it here: Free PR plan template 2015. Your PR plan is your roadmap it keeps you focused on what you need to do to achieve your objectives. Although putting together
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Are you being talked about? If not, why not?

The most effective Public Relations has to be when others are shouting your praises or endorsing your knowledge or expertise. I could tell you a million times that I know what journalists want, can sniff out a news story, can find you guest blogging opportunities.  I can tell you all that but it s meaningless.  Why?  Because you don t give a fig about that, do you?  Because you want proof.  Because you want reassurance.  Because you don t want to know what I think, you want to know what others think about me that s the best indicator, don t you think? Client testimonials are great and they give you a good sense of whether the person who did the work knows what they are doing but these days we want more.  Two events, in particular, brought that home to me recently. First, an impromptu act of kindness.  Someone I had been speaking to regularly through an online business programme did a graphic for my new Guest Blogger Match maker service you can see the graphic above.  It was
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7 Quick and Easy Ways to Get Media Visibility

7 Quick and Easy Ways to Get Media Visibility | Marketing and PR | Scoop.it
Want to find media contacts who will be interested in what you have to say? Want to know how journalists find experts like you for comment, information and case studies? Want to cut the guesswork out of finding media opportunities that can help to grow your business? Then this free ebook is for you - 7 Quick and Easy Ways to Get Media Visibility.
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Finding the right media contacts – it’s not as difficult as you think

Are you keen to get more media visibility but struggling because you just don t have the media contacts?  I hear that a lot and it can be frustrating, particularly if you ve tried before and not got results or you simply feel overwhelmed about the thought of getting started.  There s a tendency to buy a list, chuck out an email pitch or a story to everyone and then hope that something sticks.  Slow down.  Yes, slow down there s a much better way that will feel less overwhelming and will get you better results. The good news is that it really isn t that hard and you ve probably already done a lot of the leg work needed to find the right media contacts, you just probably don t realise it yet.  So, where do you start?  Here s a helping hand to get you on your way. How to find the right media contacts Start with your ideal customer.  Yes, that s it start with your ideal customer.  Who are they, where do they go to get their information, what are their likes and dislikes, what a
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