Black Belt Web Marketing.pdf - Costa del Sol

eleases takes practice.
Persistence means fine tuning your campaign and trying again the next month. Think of a
media campaign as a monthly event. Either fine-tune the message or develop another web
event to promote.
Before fine-tuning the previous campaign or planning the next one, evaluate the one just
completed:
Who picked up your story and who didn’t? Those that did run your story should get
top priority in your next campaign.
Look for quantifiable differences in results for different messages. Always test
different messages so that you know what works and what doesn’t.
Media has a tendency to copy each other. That’s one reason you see the same web sites
getting reviewed or selected as "cool" site over and over again. As soon as you become
aware that a medium has published an article on your site, add the article to your media
page. Media coverage has built-in momentum: coverage begets more coverage.
Steps You Can Take to Improve Future Publicity Campaigns
Keep adding to your media lists. Look for new media and new names. Increase the
degree of "personalization" as you strive to build relationships with media contacts.
Concentrate more on media where you had the best luck. If, for example trade
journals ran your story, look for more journals to approach.
Keep improving the message. Try another angle or hook to get editors interested in
your story. Study what is working for others.
Keep a file of your press releases. Review them periodically. You may come to see
where you could have improved your message. Past releases, especially successful
ones, will give you a starting point for writing future releases.
Document your campaign strategies. Summarize how you approached each media
type, evaluate your approach, and plan how to approach each the next time.
Think of yourself as a budding publicist. It’s an exciting field with rich rewards but
one that requires practice and experience. Continually strive to improve your skills.
Develop a PR resource database. Add PR-related sites to the resources database
that you began developing in Lesson 6. Just about everything there is to know about
Lesson 9 Pg. 33