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 Webmasters' Education:
Start here - Why me?
What you have to know
2 keywords = 1000 phrases
Bad titles, low traffic
Free meta tags
Speaking in tongues
Slow pages equal more traffic
Free and Easy
Yahoo for free
Master of your own domain?
Spiders cannot fill in forms
Good and bad doorways
Order the engines around
Do you use frames?
Are you a magnet?
Visitors by default
Lasso your lost visitors
$100 = 10,000 visitors
Others work - you earn
Ads - Don't click here?
Invite the competitors over
E-mails and warnings
Infectious or immunized?
All the best submission tools
100s of search engines
The "must have" web tools
Free for all sites
Pressing the editor's button
Legal or e-legal?
Where do I start?
A to Z index

 Finance Partners:
Cover Base Life Insurance
Finding Life Insurance Cover
Annuity Comparisons
Aviva Annuities
Buy To Let Mortgages
Commercial Insurance
Inheritance Tax
Pension Misselling
Annuities Comparison
Enhanced Annuities
Pension Annuity Answers
Annuity Office
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Annuities Central
Open Market Option
Capped Drawdown
Mortgage Comparisons
Hidden Mortgages
Barclaycard PPI Claims
PPI Claims
PPI Complaints
PPI Refunds
Barclays PPI Claim
Lloyds PPI Claim
RBS PPI Claims
Wrongly Sold PPI
PPI Justice

  Web Guest Writers:
Web kiosks for the poor
Online Price Mistakes
Thesaurus Ranking
HTML or text e-mails?
ALTered Images
Renaming your Images
Free tools to create your site
Invasion of the Amazons
Advertising v. PR
Will content be profitable?
Responding to spam
What is spam?
Pay for position
Web host tips
Webmaster beauty
Bad web design: Animation
CGI: What the heck is that?
Long live banners
Great press releases
Pop-up-ads
E-mail Sigs - 7 Key Items
Ad tips for affiliate marketing
I want to keep my frames
Creating Doorway Pages
Measuring Link Popularity
Domains and hyphens
Why have a domain name

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Print Media, TV and Radio
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Teens | Just for Fun
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Schools UK | US | Canada
Unis/Colls UK | US | Canada

 Special Features:
Essays - Full Writing Course
What is Bullying?
Stress in Teaching
Drugs
Online Education

 Guest Contributors:
The best Dad?
You're an Idiot!
Slave Caster of Freedom
Out of the mouths of babes
The Right to Life?
The Nostradamus Hoaxes
Explaining terrorism to a child
Internet 2 a scam?
Break a Rule, Bad Girl
Britannica near extinction?
The 1st time I really lied
Nigerian Scam Letters
Singular turns plural
English Writing
In debt?
The Secret Shopper
Too busy at work?
Bullying... Our Stories
Start to live your dreams
Recognize your potential
Stop worrying, please!
Public speaking
Elegant resumes
In praise of black sheep
Ritalin - Straight-jacketing?

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Offline promotion

Press the "release" button

It is no secret that newspaper and magazine editors welcome information provided by companies and organizations (press releases).

They have a lot of space to fill and only a limited time to fill it. Of course that's all very well, but what if you don't have a story of any interest to them? Read on...

What's your angle? Is your company involved in something newsworthy or unique? Are you "bucking the trend" i.e. are you taking/have you taken a differing route to success to that of your competitors? Maybe you have a high quality product or service that offers a better guarantee than anyone else?

Read about similar companies in trade journals. What were their angles? What made them newsworthy?

Ask your family, friends and colleagues what they feel is the most interesting aspect of the company. Their answers might surprise you. Get them to read the press release when it's complete and ask for honest comments, but also, most importantly, ask for criticism.

How do I press an editor's button?

  • Use a short catchy headline. This is by far the most important part of the press release. You have to catch attention with it and make the readers want to read the whole story. For instance, are you reading this article because you were curious what the headline, "Press the 'Release' Button", meant?

  • The lead paragraph is also very important and acts as the taster to the rest of the story.

  • Keep the paragraphs short and to the point.

  • Tell the editor the facts. Use the 5 Ws: who?, what?, where?, when? and why?

  • Is your story timely? Can you associate your business with ongoing or recent news events? If your industry is a current topic for discussion in the media, you could include a comment - or better still a headline - that ties the situation in with your company.

    For instance, during the early stages of the outbreak of foot-and-mouth disease, many dog-walking routes were closed. As a result, a hydrotherapy pool for dogs experienced a sudden surge in business. With a photograph of a puppy in water-wings, they managed to capture national attention in the UK with the headline: "Doggy Paddle".

  • Quote recent statistics about your industry that support your story.

  • Try to get a quote from an industry insider; they might welcome the publicity. (If you need a quote about Internet marketing, please e-mail me, Robert Brady, I'll be happy to help.)

  • Don't use the general name of your web-site in a press release. For instance, when I refer to ed-u.com's sister site, it's a lot easier for readers to find Highstreetcentral.com when on-line, rather than High Street Central.

  • Don't use an obvious sales pitch. Keep references to your company subtle and objective.

  • Include all contact details of your company in the press release so that an editor or journalist can contact you for further information or to arrange a photograph.

    Where is the editor's button?

    You can usually find the e-mail addresses of journalists and editors in their respective printed media, but also at media related web-sites.

    Press release resources

  • Canadian Newspapers - Internal Link
  • Gebbie Media Directory
  • I Boost
  • Ideasiteforbusiness.com - USA Press releases
  • Magazine Sites - Internal Link
  • Media Hooks
  • Mosaic Publicity Services UK
  • Newspaper Sites A - N - Internal Link
  • Newspapers Sites O - Z - Internal Link
  • PR Web
  • Pressflash.com - Hi-Tech Stories
  • Press Release Example - E-Hits
  • Press Release Network
  • Press-Releases.net
  • Prnewswire.com
  • Radio Sites - Internal Link
  • Television Sites - Internal Link
  • Trafficzilla.com
  • UK editors e-mail addresses (US coming soon) - Internal Link
  • UK Government Press Releases (US coming soon) - Internal Link
  • URLwire
  • Usanews.net
  • Xpresspress.com

    The button's not working

    If you think you have sent them a newsworthy story and find that it hasn't been used, try giving them a call and asking if they need any more information.

    It is possible that the only reason they haven't included your story, is because they have so many other press releases to choose from. If you follow up, you have a much better chance of bringing your one to the top of the pile.

    You might like to put an information pack together to mail to specifically targeted editors. Along with an introduction letter and your press release, include company literature and your business card. Also provide biographical and historical details about yourself and the company.


    Where can I display my web-site address where people can see it offline?

    Ask your local printer, sign or promotion company for help in placing your internet address on the following:

  • Your product
  • Your product's label
  • Your product wrapper
  • Paperwork with your product
  • Baseball caps
  • Both sides of your envelopes
  • Brochures
  • Business cards
  • Business gifts
  • Car bumpers
  • Car rear windows
  • Classifieds
  • Club noticeboards
  • Delivery vehicles
  • Drink coasters/beer mats
  • Estimates
  • Exhibition Boards
  • Flyers
  • Grab
  • Invoices
  • Letterheads
  • Mail-outs
  • Mobile plant machinery
  • Mouse mats
  • Note pads
  • Pencil cases
  • Pens or pencils
  • Post-it notes
  • Postcards
  • Purchase orders
  • Quotations
  • Receipts
  • Refrigerator magnets
  • Stickers for computers
  • Stickers on your cash registers
  • Store or office signs
  • Store or office windows
  • Store windows
  • Sandwich Bags
  • T-Shirts
  • Umbrellas

    ...and now let them hear it

  • Tannoy announcements in your store
  • Your answer-phone/voice-mail message
  • Word of mouth

    Remember that when you tell someone about your web site, tell them the full .com address. This may seem obvious, but many times people have told me the name of their site without mentioning whether it was a .com, .co.uk, was hyphenated, etc.

    Offline Directory (UK)

    The Cyber Pages Directory is a 'free of charge' printed classified directory of internet businesses set out in a format similar to a telephone directory and distributed to public access points across the UK




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