Media relations can be difficult Cheap Air Jordan , but also rewarding. And the lessons we learn from working with newspapers, magazines, radio, television, and online publications should increase the effectiveness of all our communication initiatives.
That's because dealing with the media parallels our dealings with other stakeholders. In media relations, the competition to be heard and get a response intensifies. As the old saying about New York goes Cheap Jordan Shoes , "If you can make it here, you can make it anywhere!" So, if you can get the media to pick up your 'story,' you should be able to get other stakeholders to do the same.
To get media attention for your story, you'll need to make it appealing to reporters and editors. One way to do that is to ensure it includes at least one of the four characteristics that make a story attractive to magazines, newspapers Cheap Jordans , radio, television, and online publications.
These characteristics come out of a chapter on media relations in my book, A Manager's Guide to Newsletters: Communicating for Results. In turn, that was based on 10 years I spent working as a radio news writer and announcer, and subsequent freelance contributions to print and electronic media.
While the details vary from medium to medium http://www.70offjordanscheap.com/ , reporters will look for these characteristics in your news release or article: widespread interest, something new, something dramatic, or timeliness.
Widespread interest refers to the degree of relevance for readers, listeners, or viewers. And Cheap Jordan 1 , that's specific to the audience of individual outlets. For example, a subject may be relevant to listeners at a youth-oriented radio station, but not an adult-oriented station.
Something new refers to unique or previously unknown information, as in conventional news stories. It may also be a new perspective on existing information (which is what most columnists and commentators create).
Dramatic interest: Does an unknown factor somehow grab readers' or listeners' imaginations and not let go? As I'm writing this, a strike by teachers dominates the headlines. And, we ask Cheap Jordan 12 , "How long will the strike last?" and "Will students be able to complete their school years?" Two questions with inherent drama in them.
Our fourth category, timeliness, kicks in most often around major holidays and important events. Most obviously, stories about the Christmas spirit in December, articles about making and keeping resolutions in January, and gardening stories in spring. Many quick-moving media relations campaigns also connect with high-profile events.
Now Cheap Jordan 13 , as you can imagine, stories often have overlapping characteristics, so for example, as the teachers' strike goes on, we can expect articles about skipping the traditional spring break holiday so students can catch up. That directly brings in both drama and timeliness. Indirectly, it also increases widespread interest Cheap Jordan 11 , because others will be affected if spring break is cancelled (think of resort employees, for example).
Here's where the parallel with other communication comes in. If your other communication includes one or more, and preferably more of these characteristics, then it should be more effective. In fact, you might even start by asking yourself which characteristic you'll try to include when you write your next memo.
In summary, by ensuring your story includes at least one of the four characteristics Cheap Jordan Retro Shoes , your media relations initiative is off to a good start. In addition, you'll improve your communication with other stakeholders.
Before you start performing split and multivariate testing in order to improve your landing page conversion rate, there are several important factors to keep in mind.
Factor #1: Product Quality The web can be a risky place to make a purchase. You can't touch the product and look at it like you can when you're out shopping at a store.
Nothing will undermine your conversion efforts faster than a crappy product. It's extremely easy for unsatisfied customers to post scathing reviews on blogs and forums. Having to defend against a product that doesn't meet expectations is a losing battle.
Understand that all your multivariate and sophisticated eye-tracking tests won't mean a thing if you're putting out a substandard product.
Factor #2: Product Demand Versus Supply This is an area that can trip people up. You may assume that there is a need for a particular product, but unless you have proof of that demand, you're better off moving on to something else.
How do you access product demand? You use a keyword research tool like Wordtracker or Keyword Discovery.
Keyword tools allow you to type in a search phrase and get an estimate of the demand for that keyword (how many people type it into the search engines within a fixed period of time) as well as the supply for that keyword (a measure of the competitiveness of the keyword).
Using a keyword research tool will tell you that writing an ebook on "Fishing" is a losing proposition. While the term "Fishing" is extremely popular, the competition for that keyword is enormous Cheap Air Jordan Shoes , making it virtually impossible to rank highly in the search engines.
However, the keyword phrase "ice fishing house plans" has a good search volume and very little competition. Writing an ebook on this topic is a much better idea and ranking in the top ten for this search term is very doable.
Before you create a product, do some keyword research to ensure your product is viable and has a low level of competition.
Factor #3: Unique Value Proposition Every high-converting sales page succeeds at helping the customer reach their goals. In other words, you must be relevant to your web visitors. One powerful way of doing this is to spend some time defining your Unique Value Proposition or UVP.
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