NONE: PR QUESTIONS FROM...Volume 1,Issue #20, July 4, 1996
PR QUESTIONS FROM...Volume 1,Issue #20, July 4, 1996
yacht50_at_aloha.net
Thu, 4 Jul 1996 11:16:14 -1000 (HST)
Shannon Seivers wrote:
>For PR purposes, I would like to write articles and submit them to various
>publications pertinent to our company's target market (decision makers in
>large corporations). The articles will not feature or promote our company
>(other than a byline with my name, title & company name). They will be
>informative and educational, but they will relate to services our company
>provides.
>My questions are these:
>
>1. What topics, that relate to our business, would be of interest to
>publications/readers? (Other than the following: Evaluating Web site
>developers; Why develop a Web presence?; Online security; What makes a site
>successful.)
You'll find that each publication on your hit list has a particular
editorial style and environment. You should study each publication closely
and write the article so that it specifically matches the needs of that
publications audience. I usually start this process by sending for an
advertising media kit from the publications ad department and study their
demographic and psychographic information, their geographic distribution,
etc. This gives valuable clues as to exactly who you are writing for. Go
to the library and study at least one year worth of back issues. Look at the
articles closely for type, content, style, etc.
Once you accomplished your homework, your ready to frame a proposal--a
query--and send it to the proper editor. If the editor likes your idea he
or she will make suggestions as to slant and content and agree to consider
the finished piece for future publication...no guarantees here.
The editor will generally ask two questions when evaluating your idea...(1)
Do my readers already know about this? (2) Of those who don't know...who cares?
You need to be armed with good answers to both of those questions going in.
You need to clearly show the editor how a majority of his readers will
benefit from the information in the article...sounds like your typical
selling job, doesn't it?
>2. Any advice on how to submit the articles and actually get them published?
Query first, write later.
>
>3. Does anyone know of any publications looking for writers to do articles
>on topics relevant to our industry? (We're primarily looking to target
>publications in the direct marketing & Internet/computer intustries, but
>would be willing to submit to publications in other fields, provided the
>publication reaches our target market.)
You need to go to one of the standard references (go to your reference
librarian and ask for the information that you seek) Do topic searches for
publications in your target markets. Once you have done that send for media
kits (advertising kits). In addition to all the hype, sales material,
demographic information, readership studies, etc., you will generally find
an *editorial calendar*. This shows the major article content thrust for
each upcoming issue for the next year. (These are usually published each
January.) Study the editorial calendars for any tip offs that your general
subject may have planned coverage later in the year...Tip: figure out how to
slant your article so that it meets an already planned editorial feature.
If you don't have the time or background for this type of effort...hire a
professional that you feel comfortable with, and go for it!
Thom Reece/CEO
ON-LINE MARKETING GROUP
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
ON-LINE MARKETING GROUP OMG GLOBAL OUTREACH (TM)
yacht50_at_aloha.net
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