Black Belt Web Marketing.pdf - Costa del Sol

Bacon's Clipping Bureau: This traditional off-line clipping service claims to
monitor "virtually everything in print" for $219 per month plus clipping
fees. That includes daily and weekly newspapers, business, trade and
consumer magazines and wire services.
LEXUS-NEXUS Communication Center: Its Company Quick-Check(tm)
service accesses over 5,000 newspapers, magazines, newswires, broadcast
transcripts, and industry newsletters. Its Eclipse(tm) electronic clipping
service is also available. You have to contact a sales representative for
pricing information.
Worksheet for Exercise 9-7
Monitoring the Results of Your Media Campaign
1) Prepare a report of the medium contacted.
2) Include this information on your media report:
Name of medium
Individual contacted
Date contacted
Subject line of release
Follow up dates
Comments.
3) After several weeks follow up weekly to see which media picked up your story. Consider
these follow-up techniques:
Search the Web: Go to a large search engine and enter the name of your web site or URL.
Visit priority media and search their current issue and archives.
Consider a tracking service to monitor the media for you. For example, check out Excite’s
free News Tracker.
Exercise 9-8 – Improving Future Media Campaigns
Not every media campaign is going to produce results. Don’t get discouraged. It’s take time
and persistence to get results. The key is to continually improve your media list in terms of
more and better contacts, and to improve the quality of your news releases. Writing good
Lesson 9 Pg. 32