Learn About PR Content That Sells

2021-03-09T02:09:53+00:00

Did you enjoy this video? Want to learn more about top PR content ideas for your business?  Check out this website for details.

Video Transcript: Being the content. This is the other side of the coin. Let me give you a bit of context. Being the content means you are going to be the interviewee. So rather than providing the content and soliciting the magazines and providing them content, they’re coming to you, saying, I want to interview you on this space. We’re writing an article about how cars are causing all the back pain for Australians and I want to speak to someone about a physio’s opinion on back pain. I’m writing a report for a trade journal about management and the issue that they’re having with compliance these days and the new government laws and so on, and I need an expert to comment on that sort of thing.

So it’s about them coming to you and positioning you as an expert. So rather than being an author, you are the industry commentator. The best thing is it’s free advertising. You’re not paying to get in the space. They’re coming to you and you’re being spoken about in free advertising. It’s not interruptive.

Again, one of the things I was saying earlier about AdWords and how it’s so successful and why it’s so successful, is because it’s non-interruptive. People are actively there looking for that information. The same goes for the media. Someone buys a magazine. They’re buying it for the articles, not the advertisements. If they’re watching ‘Today Tonight,’ they’re watching it for the segments. I don’t know why they’re watching it for the segments, but they do and they’re there not for the ads. So it’s non-interruptive. You’re being positioned right in front of them where they want you to be. They are where the eyeballs are.

It’s that halo effect that keeps coming up because you’re not an advertiser. Traditionally, when someone sees an advertisement in a magazine, they turn off or they put their filter on. They’ll read the advertisement with their filter saying, they’re saying this sort of thing. I don’t know whether it is true. They’re trying to pitch to me. They’re trying to sell. They’re trying to make me open my wallet.

If you’re featured in an article about that sort of thing, it’s a lot different because they’re a lot more relaxed in that state. Their mind, their mentality is different when they’re reading an article from reading advertising.

Press release. The way to get this exposure as being the content is by doing press releases, getting
your name out there and saying, I’m available for interviews. I’m available for comment. And
this is what I want to comment on and doing press releases. What I want to go through is how press releases work and what is the purpose of a press release, and give you a press release template. You can go home tomorrow and start writing up some templates and some press releases, and give this a shot and try and get some exposure in your niches.

What is a press release? Basically what a press release is it’s a sales letter pitching you as the interview. Most people, when they think of a press release, they think of, I want to write a press release and get that published word for word. All it is, is a sales letter. You’re trying to sell the journalist. You’re trying to sell the media exec, whoever it might be, to consider you as a story. That’s all you’re trying to do, it is a sales letter.

What you have to do is see the end of the story first. I speak to a lot of people who want to do some press releases and just help them out and chat about different things, and the release they write is about them. I’ve just been awarded this or we do this and we do that. They expect the ‘Women’s Weekly’ to write an article about how you sell macramé products, I don’t know what it might be. Readers of ‘Women’s Weekly’ don’t really care about that. Where’s the story in it?

When you write a press release to promote your business, what you have to do is, as Dave was saying before, take yourself out of your head and into the reader’s mind and say, what do they want to read? Why would readers of ‘Women’s Weekly,‘ of ‘Small Business,‘ want to read about you? It’s not about you, it’s about what you can offer them. What’s the story? What you’ve got to do when you write that press release, is pitch the story. You’re pitching the story. How is it going to relate to the readers? What are the readers going to get. Why is it going to be interesting for their readers?

You’ve got to have that story in mind first. You’ve got to almost write the article yourself. Look at it, yes, that’s the article I want to have written by the journalist. Ok, how do I pitch that? What’s in it for their audience?

Press release purpose. Again, it comes down to the press release’s purpose. You don’t want it printed word for word. So many people write a press release hoping it gets printed word for word in the
magazine. It’s just pointless. A press release should only be one page long. It’s preferably double-spaced, so it’s easy to read. So you only have half a page of text. When it’s printed in a magazine, that’s all the exposure you’re going to get. You want to get a full-page article. That’s what you want to do here is get decent content about you in the media. So you don’t want it printed word for word. It’s to get you interviews. It’s to sell you as an interviewee.

Press release hooks. It all comes down to hooks. What we have to work out is what the hook is going to be. What you have to do is work out what the hook is going to be for your small business press release. This is the story angle. This is the article. This is what’s going to make people go juicy and say, oh,
this is going to be interesting. There are a number of different ways you can find the hooks. I want to talk about some of these and give you some ideas of how you come up with ideas for stories that are going to work for press releases.

The first thing is surveying your customers. If you have a database, survey the list. Ask them questions and find out what they want to know. Something Tim mentioned before, which is a perfect example, is go onto LinkedIn and do polls. Talk about and ask people how many don’t like their logo. Seventy-six percent of people don’t like their logos. There’s a story for ‘Small Business.‘ There’s a press release. Talk about why they don’t like it, what they can do to fix it.

The hook is, 76% of people don’t like their logos. Then the press release goes on to talk about these are the reasons they don’t. I’ve got seven tips for things they should ask to start with so they don’t get in this position in six months’ time of hating their logo that they paid $800 for. That’s the story. It’s talking about the seven things to think about.

Popular blog posts: look around not only your own blog but blogs in your particular space that have a lot of comments on them. If there’s a lot of conversation going on in your space about a particular topic, that’s the story idea. That’s the angle. Work out what your position is on that story and write a press release about that angle, about that story that is being spoken about.

Now you already have these PR content ideas to spread the word about your business so make the most out of it. Next on the line is to produce a viral video. Want the expert assistance of our video production team? Click here for more info.

How to film great looking
videos on your iPhone:

Simple tips to create high quality video with
the camera you already have.

Praise

We love helping small and medium size business access high quality video.
Here’s what our clients say.

Praise

We love helping small and medium size business access high quality video.
Here’s what our clients say.

Your Free Report Reveals

How to film great looking videos
using your iPhone.

We will only send you awesome stuff

PRIVACY POLICY

This privacy policy sets out how we (Melbourne Video Production) uses and protects any information that you give us when using this website. Melbourne Video Production is committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement. Melbourne Video Production may change this policy from time to time by updating this page. You should check this page from time to time to ensure that you are happy with any changes. This policy is effective from January 1st 2012.
We may collect the following information:
What we do with the information we gather

We require this information to understand your needs and provide you with a better service, and in particular for the following reasons:

Security
We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.
Our Policy for Protecting Your Online Privacy
This website uses Google Analytics to help analyse how users use the site. The tool uses “cookies,” which are text files placed on your computer, to collect standard Internet log information and visitor behaviour information in an anonymous form. The information generated by the cookie about your use of the website (including IP address) is transmitted to Google. This information is then used to evaluate visitors of the website and to compile statistical reports on website activity for MelbourneVideoProduction.com.

We will never (and will not allow any third party to) use the statistical analytics tool to track or to collect any Personally Identifiable Information (PII) of visitors to our site. Google will not associate your IP address with any other data held by Google. Neither we nor Google will link, or seek to link, an IP address with the identity of a computer user. We will not associate any data gathered from this site with any Personally Identifiable Information from any source, unless you explicitly submit that information via a fill-in form on our website.
How we use cookies

A cookie is a small file which asks permission to be placed on your computer’s hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

We use traffic log cookies to identify which pages are being used. This helps us analyse data about webpage traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

Links to other websites
Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.
Controlling your personal information
You may choose to restrict the collection or use of your personal information in the following ways:

We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so (we hate spam as much as you do… probably more). We may use your personal information to send you promotional information about third parties which we think you may find interesting if you tell us that you wish this to happen.

You may request details of personal information which we hold about you under the Data Protection Act 1998. A small fee will be payable. If you would like a copy of the information held on you please write to https://www.melbournevideoproduction.com.au/corporate-video-production/

If you believe that any information we are holding on you is incorrect or incomplete, please write to or email us as soon as possible at the above address. We will promptly correct any information found to be incorrect.