Include GPS Addresses in Releases

Do you use a GPS device? If so, then you know the value of having the proper address and coordinates.

Consider a brand new reporter or photographer to an area. A place that may be on the main drag will be easy for you to find - or may be recognizable for people in the next town. But, the new photographer or reporter may be clueless.

This situation happened in Asheboro, North Carolina right after the liquor referendum passed. I called a CBS station and alerted the assignment director to when the first drink would be poured. She needed the exact street address so her new employee could find the restaurant. "But it's a large restaurant right on the main road," I said. She replied that she really needed to give him the street address so he could plug it into his system in the van.

So now I'm double-checking all Google Earth and Mapquest addresses to make sure they indicate the proper address and location for events. Not all do and I've had to make corrections online.

Marketing Tip: Include GPS addresses in all your releases and story tips. And make sure mapping programs are correct. Check them out as much as you can.

Always Ask the Media What They Want, When

This comes from Furniture Today, the premier trade publication for manufacturers, distributors, retailers and wholesalers in the furniture industry. I invite you to click on the title so you can read the entire article. It's worth your time.

The Marketing Tip is that regardless of your industry, you need to seek the advice of the media to determine their needs, wants, deadlines, etc. You cannot assume what they'll want. Here it is in ink from an editor -

Furniture industry needs to hone its PR skills: "

Our industry is doing a lousy job of public relations. And that’s a real shame.
As a long-time member of the media, I’ve been observing the PR programs of a wide variety of home furnishings companies for many years. And I continue to be shocked at the basic mistakes that companies keep on making..... "

Now is the time to send info to Christmas guides

You might be wishing for cooler weather in August, but now's the time to be sending out information to Christmas guides. Editors are in their planning stages now and need your information.

I suggest you send a photo or two of what your event looks like to help sell the story. Be sure to include all the pertinant details - your contact information, description of event, hours, cost and a Website, if you have one.

Call to find out who the editor is of the Christmas guide. If you send it blindly to newsrooms, then your email address may be blacklisted so you can't ever send them anything again!

Marketing Tip: Get your plans for the 3 Wise Men, 5 golden rings and Santa finalized now. Fill in the minutia later. Send the preliminary information to Christmas guide editors in August.

July's Marketing Tip - Weekend Assignment Editors

Do you know the newsroom decision makers at your local TV station? Let's see, there's the news director, assignment editor, executive producer of each show, producer, reporter and videographer. Personnel typically wear more than one hat.

But festivals and events usually occur on weekends, right? So, have you met your weekend staff? That includes the weekend assignment editor, weekend producer and news crews. Yes, the weekend assignment editor. You read that right.

When you send a press release to a TV station, you may be sending it to the wrong person.

July Marketing Tip - Call your local TV stations. Find out who all the assignment editors and producers are. Make appointments to pop in, shake their hands and meet with them for a few minutes to tell them about your event. Do that before all your events as staff may change.

February Tip - Press Releases

Want to publicize your event? Press releases are a great way to do it. But, make sure they can be read. Did you know many newsrooms have computers that cannot open Word attachments?

Marketing Tip - When you're sending out press releases, include them in the body of the email. Then, attach a logo or photo.

January Tip - Calendar Editors

What's a calendar editor?

Look in a magazine or newspaper, and you'll probably find a list of things to do. No, there's very little information, just the basics. But, that's all many people need to learn about your festival or event.

Do you send out press releases to calendar editors? Do you know their deadlines? Do you know who your local and regional calendar editors are? Do they know you? Do you know what they want from you?

Marketing Tip - Call every publication you send your releases to - and a few new ones - and build a relationship with the calendar editor.